10/04/2018
Traits of a NON EFFECTIVE Lead Magnet Ebook/Guide
Have you ever thought how some people break the boundaries of what's possible with just an ebook lead generation funnel? The numbers are big - Effective lead generation is the backbone of number of sales a business can do.
I learned it the hard way back in 2013 when I was helping my friend who's an anxiety coach and loves implementing the latest marketing trends to his business. We were creating an outstanding sales funnel for his business and our hook was a free ebook that really add value to the lives of our audience.
The ebook itself helped so many people learn some quick healthy techniques to calm their nerves down when going through any type of anxiety attacks.
But the ebook was not very helpful when it was first made - the first version only told us what's not an effective lead magnet. This experience changed the way I see the lead generation.
Disclaimer: You are about to read the traits of a bad lead magnet and how to create a really effective ebook to not only grow your sales but make people your raving fans.
Trait #1
Missing "Real" Value Strategy
It was missing from the first version of the ebook. The first version was about the most common anxiety issues and it was focused on the reasons why people have these anxiety issues. It was filled with excellent information and answers lots of "frequently asked questions". There was value! providing information is providing value but in our case, the real value was not in information. It was in changing lives.
Trait #2
Incorrect Audience Research
We got it right, but we got it wrong
"Our goal was to get leads who would be willing to schedule a paid discovery call and willing to schedule an appointment and pay $350 for a session."
"Our ebook was made for people who are interested in reading about Anxiety"
See the difference?
Explanation:
The real-life-value was missing from the ebook which can literally help someone with their anxiety.
Our funnel initially failed due to the lack of real-life-value in our lead magnet ebook. So it only attracted people interested in reading about anxiety. Then we realized by looking at our current anxiety coaching clients that they knew most of the information about anxiety even before joining us. That made us realize that our ebook is not gonna attract those people who really need help.
Basic rule, if you won't offer help, you won't find people who really need help.
We got a client in our first launch but the numbers and roi was awful.
1,650 visitors (Facebook ads)
70 opted in
and only 1 sale
Yikes! It was a bad day and my anxiety coach friend had to help me with my depression.
So, next day we decided to define our true audience using the case studies of our current clients. This is what we came up with:
People who already know basic information about Anxiety
May be currently have a therapist and are on medicine
May be people around them know about their anxiety issues
They are doing a lot but still having issues in controlling their life
May or may not looking for a new anxiety coach or therapist
It was enough for us to realize that our ebook is not right.
Trait #3
Fail to offer solutions for a problem
A good lead generation or creating a raving fan from cold outreach makes your lead generation and sales process easier and effortless. But to do this we needed to give some solutions to their problems. So we came up with a new ebook "3 healthy techniques to calm anxiety attacks instantly".
These techniques were a part of the coaching program which we were giving away for free. This ebook achieved the highest relevancy score everywhere and generated lead for less than $1.
With only $30 daily budget, we got 2 clients. Frankly, the ebook didn't bring in many opt ins but the conversion rate was amazing.
When creating a lead magnet, you need to understand “who your target audience is and what they want to read or listen”. Many people who I worked with in the past 3 years think that the “ad” or the opt in/sales page copy is the most important part of your lead generation process, but I believe, it is the lead magnet itself. If you are not providing something of value - that your target audience desperately wants - you may get a good opt ins and subscribers but you might fail getting the right number of clients from your marketing campaign.
