There are many ways to find your potential customers. But taking a moment to consider the most effective way to do it can multiply your results dramatically. For example, webinars are among the most common and popular ways to find prospects. Everyone, including their mom, uses a webinar.
However, the evidence shows that it's a costly lead-generation proposition. It's not uncommon for it to cost $15 per registration. In addition, there is a very low show-up rate. People sign up, but then they get busy, forget, or life gets in the way.
Even when they DO want the information, attending a webinar is a hassle for most people. (You and me included.) Instead, if you're looking to get a greater number of responses and turn invisible prospects into visible prospects, a book is a much better way to do it.
For starters, you immediately get three to five times more leads when you switch. This also means you can engage in dialogue with more people. The reality is that the pool of people interested in the information you offer is way more significant than those willing to sit through a webinar AND have time on Tuesday night.
And that's the whole point of your Before Unit: You're looking for ways to maximize the return on what you're doing on the front end rather than just focus on what will optimize the first 30 days for you. In other words, you've got to be willing to build a foundation as a launchpad for the next 30 months because the most significant ROI is in the long term.
Look, I'm not saying that you HAVE to use a book as your lead magnet. It just so happens that a book is the best thing I've discovered for generating leads so far. And even after all these years, it keeps working like gangbusters.