Wednesday November 7, 2018
Just in case you were confused, no, a lead magnet is not something you can pick up at the hardware store. A lead magnet is typically a PDF or resource that attracts visitors to your site. You give them something of value in exchange for their email.
Email addresses are a little bit of an emotional trade because no one wants to be spammed to death. But if they believe your lead magnet will provide them with value, they'll supply their email.
Lead magnets are a great way for people to spend more time with your brand away from your website and social channels that will be able to provide a deeper level of detail to the solutions you can provide.
Provide Answers & Solutions
Before you start trying to create your document with 'sales-y' language and calls-to-action you should understand that the objective of this resource is not to sell but to provide value. Should you talk about your products and services? Of course, but only within the context of providing answers and solutions to questions and problems. They have a problem and are in search of a resolution, to be apart of their story simply point them in the right direction. With this frame of mind, you'll be able to set the right tone when writing the copy for your PDF.
Your Presentation Matters
We can't stress enough that your PDF needs to be produced well. How you say something is just as important as what you're saying. If you're not a graphic designer, or if you don't have one on your team, then you'll need someone to put the content together. Having the correct format is highly important. For example, a PDF about 3 Essential Smart Home Products should have the same formatting for each product page in the document. Obviously, you'll need to tailor it to your product or service but find the rhythm that makes it easiest for your reader to understand at a glance.
Nurture The Relationship
Like any good relationship, you'll want to continue providing value to your audience. Because they've traded their email addresses for value, not spam, be sure to email responsibly and respectfully. Ideally, you'll want a nurturing sequence of emails to be sent to your subscribers over the span of about 5 to 7 days.
Here's an example sequence:
1. Thank You Email (includes a link to the PDF)
2. Problem & Solution
4. Overcome an Objection
5. Sales Letter
We'll dive into more detail about these 5 emails in our next article, but take this opportunity to start laying out how your brand can provide the best value in a brief PDF resource that provides the solutions your audience has been looking for.
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