Not all lead magnets are created equal. Some are better than others...
But - and this is important - they’re not always the same.
Sometimes, a book works way better than a free trial. Other times, a simple video is killing it.
The truth is, whether one type of lead magnet works for you or not...
It all depends on who you select for your target market, and what you can ultimately do for them.
You see, what you really want your lead magnet to do is… to set up the frame for the conversation with your prospect that leads to the next step.
In other words, when you determine what’s going to be your lead magnet, you have to keep your end goal in mind.
Your Profit Activator Two turns an invisible prospect into a visible one.
However, in order for it to happen, you have to know what the prospect is thinking about when they’re looking for things that are similar to what you offer. So you can use the lead magnet as a bridge into your world.
For example…
Say, you provide website solutions for financial advisors or lawyers. One way to “walk in your prospect’s shoes” is to imagine what are they searching for on Google.
One way to “walk in your prospect’s shoes” is to imagine what are they searching for on Google.
They might be typing, “Websites for lawyers…” or… “Best accounting websites…” or whatever that might be.
And so, when they see “Free 2019 Law Firm Website Idea Guide,” or “2019 Top Ten Law Firm Websites Report” as one of the search results… that’s going to be instantly very compelling.
You know why? Because it's pure market data. It’s something they’re already looking for...
At this stage, your invisible prospects are trying to get a sense of, “Well, what are successful law firms doing on the internet? What websites are winning in the law firm field?”
And when you offer them something neutral they can use to make a decision… they’ll make themselves visible to you. As simple as that.
Now you know who they are. But what’s more, you know they're considering building a law firm website.
Which means, now you can lead...
Or, in other words, now you can engage in a dialogue with them that ultimately leads to the next step.