The other day, I sent my ezine subscribers a playful email in which I changed the words of a popular Dr. Seuss quotation to describe the power of lead magnets. Of all the emails I’ve ever sent, stirring up controversy was the last thing I expected from this email.
I received a response from an irate (former) Freedompreneur newsletter subscriber who was responding to what I had written on this blog post: Oh, the Places Your Lead Magnets Will Go
This is a snippet of what I received from the reader:
“You are obviously a wonderful person, but your advice in today’s email is just plain wrong. You are coming at it from the wrong end. The solution isn’t a lead magnet to create traffic, it’s a deeper one of creating a better business that is inherently attractive.”
First of all, let me clarify one thing: a lead magnet does NOT create traffic. One of the many purposes of a lead magnet is to turn traffic into well-qualified leads.
I completely agree that “…creating a better business is what is inherently attractive.”
That aside, I maintain that learning to create high-converting lead magnets is a lifetime business skill.
One can create an inherently attractive business, but that doesn’t guarantee that people will find it. Let’s suppose, though, for a moment, that people find out about a business of interest, online and/or offline… if they don’t readily understand the business’ core message, then it’s all wasted effort. A good lead magnet serves as a conduit for providing value and information, as well as beginning to build a relationship of trust, credibility, and competence with interested parties.
Like a knife, a lead magnet is merely a tool. It can be used for good or not so good, used with class or distastefully. How the tool is wielded determines whether the use of the tool produces results (or not). Clearly, if there is no depth or substance to the programs, products, and services that a business offers, no lead magnet in the world will matter. A well-designed lead magnet is no panacea; rather, it serves as one of many “moments of truth” where an opportunity exists to engage with, inform, educate, and even entertain a prospective buyer.
I know many exceptional people who are superb at what they do. They deliver on their promises. They do make the world a better place. Yet, they struggle to develop sustainably profitable businesses. A well-designed lead magnet would be of great value in leveraging their ability to “connect with the right people and send the right signals about how they make their world better.”
Lead magnets are highly effective offline, as well as online.
I used to naively believe in the aphorism that “the best marketing remains a job well done.” A job well-done does not guarantee a successful business. I was given such advice by more established plastic surgeons when I was starting my surgical practice and it was flat-out wrong, misleading, and impractical advice that nearly led to the demise of my practice.
Furthermore, a job well-done should be the minimal level of performance for a business. Plenty of businesses in the history of humankind have provided exceptional services and products. Yet, they still went out of business.
I’ve made countless costly mistakes with my own offline and online traffic and lead-generation efforts. Consequently, I’ve made it part of my business to help others avoid such mistakes and to use available technologies wisely and effectively. I take high-level concepts and strategies and distill them into practical principles and best practices. I teach the “what to do” and the “how to do it” as well as recommend specific tools and technology to get the job done. Teaching about the power of lead magnets is no exception.
I’m going to show you how lead magnets are instrumental to generating more revenue and profit for your business, while doing work that is meaningful to you and those you serve.
One more thing: Think of Lead Magnets as “connectors.” The approach I take with lead magnet creation actually gets you in greater tune and closer touch with your best audience and into their world. Click here to join us on the upcoming Lead Magnets Master Class