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To come up with the answer to this question, there are two things to consider. 1. What are the benefits of your product or service? For The Newsletter Pro, some of the benefits we offer are increased referrals, fewer lost customers, the ability to close more prospects, media that you own, the ability to upsell additional products and services, and so on. I could look at this list and decide that a lead magnet for getting more referrals may work, but why would that work better than a lead magnet on newsletters ? It’s simple! Most people are already educated on the value of generating more referrals, which means a larger number of people will opt in because of my lead magnet. If I can get them to opt in for the referral lead magnet and provide value while simultaneously educating them on the perks of newsletters, then over time, I can convert more of those leads into customers. See how I went upstream a bit there? Now, here’s the second consideration. 2. What outcomes do your customers get? Another way to come up with ideas for upstream lead magnets is to look at outcomes, then create a lead magnet around fixing one issue that moves people closer to their desired outcomes. If I switch examples and use phone systems (or, really, any other B2B company), I would create a lead magnet around the most effective ways to close more deals. My No. 1 most effective way of closing more deals is by recording calls. Of course, to get the outcome of more closed deals, you need to record calls, and to record calls, you need a voice over internet protocol (VOIP) phone system. Before you place a lead generation ad of any kind, you have to ask yourself, “Is the audience predisposed to buy whatever I’m selling?” If not, leading with the main thing won’t work well, at least in most cases. Instead, lead with the outcome or benefit and set up a system to educate, entertain, and delight the prospect. In short order, you’ll see more effective marketing. –Shaun Do you see how we can go upstream and get more people into the top of the funnel?
Before you place a lead generation ad of any kind, you have to ask yourself, “IS THE AUDIENCE PREDISPOSED TO BUY WHATEVER I’M SELLING?”
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