Last week we took a look at crafting a killer offer for your business. This week we’ll be working on getting eyes on that offer, using a Lead Generation Magnet. So let’s jump right in and talk about…
Here’s a quick list of the reasons that make having a LGM so valuable:
You’ve got a lot of options when it comes to creating an LGM. Here’s just a few:
First off, Give your prospects something of not only real value, but of extreme value. Something they look at and say, “Oh my gosh, I would have bought this!” Something that they look at and say, “If he’s giving away this information for free, can you imagine what is in his course?”
This is an old saying in selling called ABS: Always Be Selling.
I want you to change that mantra to: Yes, always be selling, but also always be giving value—always give real value.
When you do that it has a viral effect. You get something of great value, and you tell your friend about it. You go, “Hey, you have to go to this guy’s website. You won’t believe what he’s doing over here— what he’s giving away.”
Also, the prospect trusts you because what are they thinking? They’re thinking “this information is going to be garbage. I am not going to get anything of real value.” Then, when you actually get something of real value, you are blown away. Then they feel good about you, and they trust you, and they like you. And people who trust you and like you tend to buy more from you.
So make sure that you include useful and interesting information that does offer solutions to the key problems you’ve identified exist for the prospect. By doing so you position yourself as an expert with credibility in the areas the prospect is most interested in.
Okay, now it’s time to lay the foundation for what you’ll put in your LGM.
When you create your LGM you should have one specific action that you want the prospect to take in mind. That is the outcome you want to achieve.
There are many goals you could have that you want them to do:
But the bottom line is that you need define exactly what ONE action you want them to take. A confused prospect will never take positive action. You must be clear in your own mind as to what you want them to do before putting down anything into your LGM script.
So first, decide what you want them to do. In most cases, it will be to read the Sales Letter included with the LGM…
A critical, key element in building this relationship between yourself and your prospects is your story.
Having a great story that touches both the hearts and minds of your prospects is critical.
Sure, you can try to sell programs and services to people you don’t relate to and who don’t relate to you. But that is a guaranteed road to pain and frustration. Instead, you want to take people by the hand with whom you already share very much the same joys, fears, frustrations, and dreams.
Back when Dave Dee was selling programs to magicians, he used his story over and over again to build this relationship. He knew the challenges that other magicians faced because he experienced those exact challenges himself.
You have a story to tell too. And you need to put your story down on paper in a simple, direct, and emotionally compelling way. The key here with your core story, although you’re telling it about yourself, it must completely relate to what’s going on in the life of the listener.
You are one of them. The prospect must see or hear the story and says to themself, “I got it, that’s me!”
That’s what makes this successful.
Here are some of the core elements that your story must include:
This is where you come up with teaching points you’ll cover in the LGM. As part of your research into your ideal customer you went through problems kept them awake at night, caused them pain, frustrated them daily… that kind of thing.
Get into their heads and come up with 3-5 problems that you can promise to solve with the information in your LGM.
Now you need to nail down your solutions to these problems. And what you write here should perform multiple purposes:
The biggest secret to making your LGM as powerful as possible is to give it an appealing, benefit- oriented title and subtitle that makes a BIG Promise. For ideas look at the top selling books on the NY Times or USA Today best-seller lists… or go to Amazon and see what’s hot there.
For example, one free report Dan Kennedy created for his services was entitled: “How to Solve All Your Advertising, Marketing and Sales Problems – Once and For All!” Way better than simply saying, “Get my free report on marketing.”
The example LGM we provide with this program – from our extremely successful “Copy Confidential” marketing campaign – is a free report entitled: “The 7 Key Questions Every Copywriter You Hire MUST Be Able to Answer To Write Killer Direct Response Copy and Create Marketing Campaigns That Will Outsell The Pants Off Your Competition!”
So having a powerful, attention-grabbing title is critical. You’ll want to think up at least 7 different options for a KILLER title. Let them sit a day or so. Then nail down which one you think best.
If you’ve followed the above steps you should have laid the foundation for a really effective Lead Generation Magnet. Next week we’ll be continuing on this topic with some more detail on creating your magnet itself.
Source: Dan Kennedy