Of course, you are, who isn’t?
You’ve developed a program that will change lives. Networking online (Facebook, Twitter, Instagram, LinkedIn) is great and will help you build your tribe. But ultimately you need their contact information – you need their email address. It’s becoming a challenge. Years ago collecting emails was easy, because your followers signed up for newsletters delivered to their inbox regularly. Now, your newsletters are posted on blogs or Facebook; your leads no longer need to “sign up,” and lists are dwindling.
And here’s the scary thought, and what we tell clients all the time – what if Facebook went away tomorrow? Would you have the contact information of all of your followers?
Small business owners are using lead magnets to collect contact information to build their email list. This lead magnet needs to be an offer so compelling that a prospect would provide their contact information to receive it. The big challenge is providing the right information, at the right time, in the right way to attract as many leads as possible.
Most entrepreneurs struggle with too much information syndrome, after all, they’re experts in their field! But, they start creating a whitepaper or tips sheet – and what should be a couple of pages turns into 20 pages, providing “too much” instead of “just enough.”
But how do you know when to pull back?
The answer – you want to achieve the perfect balance of just enough information while leaving your prospect wanting more so they reach out, or at the very least, they stay subscribed to your list.
Let’s take a webinar as an example, here’s what we’d recommend:
- Your ideal webinar length would be one hour, with no time for questions (so practicing your timing and having a script is essential). A webinar is beneficial because you can show visuals (such as your contact information or client testimonials), versus a telephone call that is voice only.
- Develop an agenda that includes a brief introduction about who you are, why you’re passionate about what you do.
- Base the tone of your agenda around your ideal client (what are they feeling right now, how will they feel after working with you?) -> If you need help with this, we have a worksheet we can share, you can request it simply by email us at firstname.lastname@example.org.
- Take one element of your agenda and do a really deep dive into the content. The rest of your unique offering should be mentioned, but not discussed as in-depth. To get this, they need to work with YOU!
- Don’t leave time for questions, instead offer opportunities for short consults. You want to start qualifying this leads
We understand that not everyone feels comfortable in front of a camera (I happen to be one of them!), but the same process can be followed to pull together a white paper, or top 10 tips sheet.
Curious to learn more about lead magnets? Download your copy here, and then check back next week when we talk a little bit about how better understanding your target market, helps you create the right lead magnet!