5 Keys to a Successful Lead Magnet

Contrary to what you may think, not all lead magnets are created equal. This can be particularly challenging for entrepreneurs that work in passion-based industries.

The reason being, most passion-based entrepreneurs are SOOOO knowledgeable and passionate about getting their clients the results they’re looking for, that they often BLOW THEM AWAY with knowledge.

Sort of like killing a fly with a BAZOOKA … it’s too much!

Let me tell you a little story. This is funny and a little sad, but what the heck, we all start somewhere.

One of my first ever “official” lead magnets was put together back in 2010. At the time we had just celebrated 12 years in business and honestly, I was a little cocky.

So I put this lead magnet together. I didn’t do a buyer persona or think at all about what the customer wanted. I just knew what they needed, so I had this epiphany …

What people really need is somebody like me to come in and tell them the truth, lay it on the line and just stuff them full of killer content.

So my idea was – 30 Tips in 30 Days. Each day, for 30 days, I was going to send an email with a quick tip, lesson or strategy. Just basically dropping knowledge. I started out strong … for the first week, then I missed a few days and got back on track. By the time I hit day 22, I was so sick of it that I didn’t even finish the 30 tips.

The funny part though, was that not 1 person called me on it. So of all the people that had signed up, they lost interest between day 1 and day 22 and didn’t even notice that I didn’t finish writing the tips.


That was a horrible lead magnet for a lot of different reasons. After many lessons learned and a lot of experience, we’ve come up with 5 KEYS or rules for lead magnets.

Any lead magnet that we’ve ever seen flop (and we’ve seen our fair share), has been because it broke one of these rules. And without a doubt, if you’ve dipped your toes in the lead magnet world and they’ve been less than successful, you can undoubtedly point it back to one of these five.

They aren’t complicated, but DO NOT underestimate the power of these rules.

Here are the Lead Magnet Success Principles in no particular order:

  1. Specific – Our goal with this lead magnet is that we want to give the prospect a specific RESULT. Once they get that result, that’s when trust is built and when the relationship building starts. We’re not trying to solve ALL their problems. We just want to solve this one nagging problem because that will show them that we know what we’re talking about – we’ve solved this problem and we can definitely solve others as well. The more specific the better.
  2. Easy to Consume – Remember my 30 tips in 30 days … that was too much. Books make horrible lead magnets because they take too long to get through. Small e-books, checklists, short videos – these are all easy to consume. The other thing we want to take in account here is how your perfect client prefers to consume their content. If you’re people don’t listen to podcasts … don’t do a podcast – they won’t consume it.
  3. Address a Known Desire – By known desire, we mean a desire your perfect prospect has. Not what you think they have, but what they’ve told you they have.
  4. Deliver Value – Value can either be real or perceived. Real value would be like – Save $50 on your first week of xyz. Perceived value can be a webinar, some killer content or teaching somebody a skill. This one can be tricky because sometimes there can be a difference of perception in terms of value. Let me give you an example: When we launched our membership site last year, part of the offering was me being on an office hours call every week. From my perspective, this had immense value. An 18-year marketing veteran just sitting on the phone waiting to answer your questions. I know what my bill rate is and that was a lot of $$$$ that we were missing out on. My audience rarely took me up on it. More often than not, I was on the phone just working on client projects. The reason being, the audience either didn’t understand the value or they didn’t see the value – it wasn’t important to them. So when you are looking at value, look at it from your customer’s perspective, not yours.
  5. Aligned with your product or service – It doesn’t have to be directly related but we need to be able to connect the two through our follow-up sequence. Let me give you an example: I have a client that runs a doggie daycare and boarding facility. So the lead magnet that we worked on was a guide to local dog-friendly hikes and beaches.

The target market was active professionals with dogs that were looking for fun outdoor activities they could do with their pets.

What made this work, was that fact that we could tie their weekend excursions to exercise and how exercising their pets made them happier and healthier on the weekends. But during the work week, the dogs wouldn’t get the exercise that they needed when they were cooped up in the house all day, so we introduced some weekday exercise packages so their dogs could be happy and healthy all week long. BINGO!

You see how that worked? We used the lead magnet to identify and call out our perfect customer. We had them pay attention to the dogs wellbeing when they were well exercised, and then simply reminded them that they don’t get that exercise during the week presently, but they could with one of our exercise packages.

So those are the 5 Keys to a Successful Lead Magnet. They are the rules that we’re going to test all of our ideas against to help reduce the chances of us putting out a stinker.

Now It’s Your Turn

Use the comments section below and tell me a lead magnet that was successful for your business?

The Perfect Landing Page Guaranteed to Make Users Opt-in

The first page users will see in your opt-in process is called your landing page.

A landing page is just a special type of web page that we use to focus the user’s attention on our offer. A great landing page has two and only two outcomes – sign-up or go away. And that’s exactly how we want it.

By putting everybody through a specific landing page, some additional benefits show up.

  1. It’s easier to log user sessions.
  2. It gives us higher conversion rates as opposed to sending traffic to a normal website page (less distraction for user’s attention).
  3. It makes it easy to split test for higher conversions.
  4. It makes it easier to calculate the ROI of your advertising campaigns.

The great news about landing pages is, that as professional marketers, we’ve been using them for years. There is A LOT of data out there about split testing, what works and what doesn’t, so even though marketing isn’t 100% science, and what works for one industry doesn’t necessarily work for another, all of this data can be pulled together to give us what we call a “best practice”.

After sending 100’s of thousands of users through hundreds of landing pages, we’ve come up with what we call The Perfect Landing page.

It has 8 unique elements:


The goal of our headline is to grab the user’s attention and get them to continue reading.

80% of people are going to read your headline, only 20% of people are going to read any other text on the page, so if the headline isn’t compelling or if it doesn’t grab their attention – the chances of somebody grabbing your lead magnet are slim.


The purpose of the subhead is to clearly describe the benefit of your offer. The subhead supports or reinforces the headline.

3Bullet Points

3-5 bullet points are used to highlight the benefits of your product/service or call out your Unique Value Proposition (what separates you from your competition).

4Hero Shot/Image

Landing page images can be used to show your product, introduce the team, add human interest to the page or just point to your call to action button.

5Call to Action

These buttons tell the user what to do. Click here to Sign Up. Start My Free Trial. Download my Goodies. Call to action buttons should be large, easy to read and not require the user to scroll.

6Legal & Copyright

Adding copyright and links to your terms and conditions or privacy policy page will not only put web visitors at ease, but will also keep you in the good graces of some advertising sites like Google.

7OPTIONAL: Social Proof

Pictures and testimonials from previous users adds social proof and puts web visitors at ease and lets them feel like they’re making a smart decision. If it’s good enough for Jane, then it’s good enough for me.

8OPTIONAL: Credibility Builders

Awards won, showing the logos of high profile clients, “As seen on” or “Featured in” lists showing where you’ve been highlighted, are all great ways to build trust and credibility with your audience.

There are generally three different options on how to build your perfect landing page:

1.Website Platform Made for Lead Generation

These are relatively new because sales funnels, landing pages, and all the rest are really just not becoming “main stream”. But, there are more and more coming out every day.

Pros: Integrated so there is presumably only one interface.

Cons: To integrate you would be looking at a website redesign or if you don’t have a site, a new design based on one of these themes. In the grand scheme of things, this would be a relatively pricey and longer process so it may not be a good choice for you right now.

2. Just Build it in Your Website

Either you, your developer or your contractor can build the landing page in your website.

Pros: Complete control over the look and feel.

Cons: Developers that can hand code or do custom wordpress aren’t cheap and it is more difficult to make changes on the fly because you have to go through a developer.

3. Landing Page Builder

Pros: Pre-built templates, easily integrate with email autoresponders and can use for landing pages and thank you pages.

Cons: Monthly fee. Personally I don’t like the monthly fee, but I do realize that is the way a lot of businesses are heading. The recurring revenue model makes a lot of sense for businesses, so I just make sure if I’m going to pay the recurring fee, I do it for a tool that I use.

When using one of these 3 options and incorporating the 8 unique elements, your perfect landing page is guaranteed to make users opt-in.

Now It’s Your Turn

Use the comments section below and tell me if you have a landing page, and if so, how did you build it?

10 Essential Call-To-Action Quick Fixes

Um, buy my stuff…please…NOW! – is a terrible call-to-action.

Getting prospects into your marketing funnel can be a lot of work. It’s a delicate dance of SEO, social media plus content and can take some time to get it right.

So where do you start when trying to improve your funnel? The first step is to look at how and where your prospects are coming in, the call-to-action. A call-to-action, or CTA, is nothing more than a piece of text or graphic that tells prospects what to do next. It’s a simple little thing, but small changes can cause huge improvements to your conversions.

Whether you’re making those final perfectionist adjustments, or just getting started with your marketing funnel, here are 10 call-to-action quick fixes all business owners should know about.

1 Create Urgency

Use language that makes prospects feel they need to stop what they’re doing and click. Nudge them towards making an immediate decision, but try to avoid using fear and scarcity tactics. These may sound like similar strategies, but they send two very different messages.

  • Limited time offer, download now! (Urgency) – This encourages visitors to act now to make sure they get their download.
  • Only available to the first 25 downloads! (Scarcity) – Would you want to go through the entire process, just to find out you’re the number 26 download and can’t get the offer?

2 Be Specific

After you create your call-to-action look at it from the perspective of your customer. Ask yourself:

  • What do they want me to do?
  • What’s the next step?

Is it obvious how to finish the process? Are you letting prospects know what they’ll be getting while also telling them to literally take their clicking device and click the button to start the process?

3 Location, Location, Location

Adding a CTA to the bottom of your page makes sense, especially for sales pages. But what happens if visitors don’t get to the bottom of the page? You can easily raise your click rate by bringing your CTA higher on the page so that visitors don’t have to scroll down to see it. The caveat–you have to give them enough information so that they can make a decision by the time they get to the CTA. If prospects don’t have enough information, your click-through rate will suffer.

4 Include Numbers

By adding numbers to your CTA, you’re giving prospects a better idea of what they’re going to be getting. This technique has become popular in the past few years because it actually works, and not only for CTA, but also blog posts, email subject lines and even press releases.

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5 Be Picky

The language you use is the number one factor for CTA success. So take the time to craft a concise, strategic message that grabs attention. Once you have your CTA down, pick it apart and figure out how you can make it even better.

6 Don’t Go Overboard

Having more than one CTA isn’t a crime. That is if they are strategically placed on the page and lead prospects to the next step. But if you end up with 5, 6, 7 calls-to-action–then there may be a problem. Before adding multiple calls-to-action, walk through your page to make sure each one has a specific purpose and need.

7 Create A Jargon Free Zone

The CTA is one of the last things that can convince prospects to make the jump to leads. Your CTA needs to be an effective, straight to point zinger. If your CTA is being weighed down with technical jargon, rewrite it. A good way to figure out if your CTA is too dense is to read it out loud. If it’s a tongue twister or you stumble through reading it, try simplifying it into more common language.

8 Make It Bold & Beautiful

Catch your prospect’s eye with a pop of color on a neutral-colored background. This will cause your CTA to rise from the page and encourage a click.

A Few Design Tips:

  • CTA buttons should be the largest buttons on the page.
  • Contrasting colors make smaller buttons stand out more.
  • Less distinct colors make oversized buttons fit in better.
  • CTA buttons need to grab attention without overwhelming eyeballs.
  • Don’t try to use every color or crazy combinations.

9 Don’t Be Mysterious

People are territorial when it comes to their names and email addresses. Getting prospects to give up their information can be hard enough. Don’t make life harder for yourself by requiring prospects to fill out a long form, or try to trick them into jumping through hoops. Be specific, be honest and be straightforward with prospects, they’ll appreciate it.

10 Get A Little Odd

Don’t be afraid to get unique with your CTA. Non-traditional shapes when combined with those pops of color will really steer your prospects towards your CTA.