I always say that a book is one of the best performing lead magnets of all time...
But guess what's the close second?
A pricing guide.
I've experimented with the gyms and workout studios. And every single time, the simple “membership plans & pricing guide” outperforms guides like “The 10 ways to burn fat”.
But do you know why?
Because a pricing guide (just like a book) satisfies our impulse of finding information.
Think about it. Before you decide to do or buy anything, what’s the first thing you do?
That’s right, you go out and gather as much info as you can get about the topic… and get the lay of the land.
For example, you may research the top two, or three, or more sites. Then you do some comparisons of features and prices. And then, based on what you find, you make a decision. Or present your findings to the person who's making the decision.
Only after you’ve done your research and picked the best option… only then you come back and order.
Only after you’ve done your research and picked the best option… only then you come back and order.
We all do that, your prospects included.
And here’s the thing...
A catalog or pricing guide can kill two birds with one stone.
First, it makes your prospect’s job a little easier and helps them decide better. So, instead of 20 people to directly contact you, you might get 60 additional people who download your pricing guide.
And second, it makes the prospect VISIBLE to you. It gives you a way to reach out and start a conversation with them.
Because now you can send them an email that says...
“Hi Dean, here’s your Pricing Guide that’ll help you pick the best [whatever] that’s right for you. And whenever you're ready, here are three ways we can help you right now…”
You see, when you give people options and clear next steps you make it easier for them to get started with you. Because, in a way, you’re making that decision for them in advance.