How To Get More Leads With A Killer Lead Magnet

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Welcome to the Jason Moss Show, where established online business owners go to increase their income, freedom and impact.

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I'm your host, jason Moss.

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Let's dive in.

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Most online business owners I meet, their lead magnets are not very good and they're leaving a lot of money and clients and income on the table because of it.

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So I want to help you solve that problem.

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In this episode here, I'm going to be sharing with you the biggest secrets to creating a lead magnet that generates qualified leads consistently.

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Let's get into it.

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First thing I want to share with you is why you actually need a lead magnet.

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There's a lot of people you know maybe don't think about this, or I see a lot you know like sometimes I'll go on people's websites and they're like you know, sign up for my newsletter, and the newsletter is basically the lead magnet, and the first thing just to remember is like nobody wants to sign up for a newsletter.

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I don't know about you, but I am inundated with emails, like I'm trying to unsubscribe to every newsletter that I end up on.

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And so, when it comes to getting people on your list and getting people into your audience, rather than just saying hey, join my email list or hey, follow me, you're going to be much more effective if you have something that you can give someone that is valuable in exchange for them joining and becoming part of your audience.

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It's just going to be so much more effective.

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As an example, when I was and we'll do this too you know when, when we end up building out your Facebook groups, uh, when I first started, uh, with my Facebook group, the first 200 people into my Facebook group what I would do every day is I would just go and DM people and I just did a lot of outreach both to my audience as well as just cold, like coaches, online.

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And whenever I would invite somebody to join my Facebook group, I wouldn't say come join my Facebook group.

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I would say, hey, I've got this really awesome free training inside my Facebook group on how to get two to four clients per month.

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Do you want to check that out?

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Is that something you'd find valuable?

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And then, if they said yes, I'd be like cool, what's actually inside the Facebook group, like here's a link?

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And so just that approach of having something that's valuable and using that as almost like bait you think of, like if you go out fishing I'm not a fisher personally, but my mom's boyfriend is a big fly fisher and he's got like going to his office.

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He's got like 50 different kinds of bait.

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It's crazy, I had no idea there were so many different kinds of bait.

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He's got like 12 different fishing rods.

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It's crazy, but you gotta use the right bait to catch the right fish.

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Right, it's the same thing.

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And so lead magnet is basically like the bait.

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You put that on the end of the fishing rod, you dangle it out into the world and that bait is gonna be the thing that we use to bring the right people into your audience.

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And so that is really what a lead magnet is about and why it's so important, why it's gonna be so much more effective than just having like a join my email list or come you know, follow me on Facebook or Instagram or something like that.

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Anybody have any questions about that?

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That make sense?

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Cool, okay, let's move on.

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So checklist for a successful lead magnet.

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I think there's not like a right or wrong in terms of what a lead magnet looks like.

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There are lots of different options in terms of building out your lead magnet.

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We're gonna focus a little bit more on guides, because I think that's one of the best formats.

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We'll talk about that in a bit.

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But really, if we zoom out one step from that and ask ourselves, what is a successful lead magnet?

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How do you know whether or not you have a lead magnet that's successful?

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There's a couple of things that really successful lead magnets do, and this is like your North Star, this checklist here.

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So, when you're building out your lead magnet, I want you to make sure that you're checking these boxes here on the screen and that will make sure that we ultimately create a lead magnet that's going to be successful for you and your business.

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The first thing a successful lead magnet does is it attracts the right people and also, equally important, repels the wrong ones.

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So, just like we think about the bait on the end of a fishing rod, you got to have the right bait in order to catch the right fish.

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Right, if we have the wrong bait, the fish that we might want to catch aren't going to be interested.

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So it's got to be something that your ideal clients, people who are in your niche, the people that ultimately, you're going to want to work with see and go.

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Yes, that is something that I find valuable, that's something that I want and, equally important, the people who aren't in your niche, or the people who maybe are like somewhat in your niche but don't really have all the qualities that they need in order to be a good fit to work with.

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You are going to see that and they're going to be like ah, this doesn't really appeal to me.

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So, as an example, one of my lead magnets and we're kind of honestly in a little bit of a pivot right now, like in my coaching business, like initially, our most of our business was focused, like 99%, on helping new coaches, and so my first lead magnet was a guide that was how to sign two to four new coaching clients per month.

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And when you think about that, you're like, okay, well, if I'm a new coach, I'm just getting started Two to four new clients seems like a pretty doable goal.

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It feels realistic to me.

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It doesn't feel like a massive stretch versus if I'm a coach who's already making like 10 grand a month and signing like six clients a month or whatever it is.

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I'm going to see that if I'm a coach who's already making like 10 grand a month and signing like six clients a month, or whatever it is, I'm going to see that and I'm going to go oh, that's not for me.

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This is not where I'm at.

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I'm far beyond this at this point.

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So just that positioning really like that for me that two to four new clients per month in that case allowed me to really laser in and focus on like this is something that new coaches are going to find attractive and more experienced coaches who aren't really in my niche are probably not going to be interested in.

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So that's an example of just positioning a lead magnet in a way where you can start to think about like okay, how do I call the right people in?

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And also how do I repel the people who are not going to be interested in ultimately working with me and just aren't going to be a good fit for what I do?

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So that's the first thing.

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Successful lead magnets attract the right people and repel the wrong ones.

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Next thing we want to look at is this lead magnet has to be worth more than what you're asking for.

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Whenever I describe marketing, you know marketing one of the things I talk about is like marketing is.

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It's like whenever you're asking someone to do something, you can kind of think of it like there's a scale.

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There's like, if you imagine, like those scales where you know, you've got the two plates.

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On one side you can kind of put something.

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On another side you can put something else and they can kind of even out.

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Like one of those scales, if you think about, like whenever you're asking someone to do something, on one side of the scale it's what are they going to get from doing that thing, and on the other side it's what are you asking for them in return.

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So in this case you're not asking for someone's money the lead magnet is free but you're asking for number one, their personal information, which is their name and email address, which is a pretty big ask.

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These days, most people don't want to give out their email addresses willy-nilly for no reason, because they're afraid they're going to get spammed and they're going to end up with a bunch of junk in their mailbox.

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So that is an ask.

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And also you're asking for their time, because it's going to take them a certain amount of time to just check out your lead magnet, and so there is a certain level of commitment there.

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And on the other hand, it's what are you giving them in return for that exchange?

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And someone has to feel like what they're getting is more valuable than what you're asking for in order for them to do it.

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And that principle applies to whenever you're asking someone to do anything.

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That balance always has to be in place.

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If the balance is off, if somebody doesn't feel like what they're going to get is worth what they're being asked to give, then they won't do it.

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So it seems simple and obvious, but I think a lot of people forget about this, and what this means is that your lead magnet has to be super valuable and it has to be more valuable than you know someone's email address and their first name and whatever amount of time you're asking of them for them to actually go through this.

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So super important.

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So that's number two.

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Number three we talked about this idea of delivering value.

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So this is something that someone has to perceive in your niche, has to perceive as valuable, super important, and also that you end up delivering on what you've promised.

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So if you oversell the lead magnet on the front end and someone ends up getting the lead magnet and they're like, oh, this sucks, like this isn't anything like what they talked about, or you don't fulfill on that promise, then you've completely tarnished, like all of the trust in that relationship, basically from day one.

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It's kind of like the analogy would be if you were dating and maybe you put like a really nice profile picture on some dating app and maybe it was someone completely different, and the person saw you and they're like, wow, you're really hot.

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Like then you ended up on a date with them and you go on a date and you're like you don't look anything like your profile, like this is a completely different person, you know.

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So that would be a big violation of trust.

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And the same thing happens quite often in marketing, where it's like, well, maybe over-promise something and then someone gets the thing and it's like there's a letdown Really a great way to completely tarnish that relationship just in the first interaction.

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So what you want is for someone to walk away from this experience feeling like, wow, this person delivered something that was really valuable to me and there's trust that's built through that process, just through them basically exchanging their information for something where you've made them a promise and then you fulfill on that promise.

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That instantly builds trust, and trust is super important and it's in very short supply these days.

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Most people are just inherently mistrustful of anything online, especially stuff that they see on ads.

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So super important that your lead magnet is valuable and that it delivers on whatever it is that you're promising.

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Also, good lead magnets position you as an expert that they need to keep paying attention to or want to keep paying attention to.

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So someone, ideally, is going to walk away from consuming your lead magnet with a sense of like wow, renee is really amazing at what she does.

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She has an awesome just background and experience and she really has a lot of knowledge and expertise and wisdom to share in this area that I need help with.

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I feel like I got a lot of value from this guide or whatever it is.

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I need to keep.

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I feel like I got a lot of value from this guide or whatever it is.

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I need to keep paying attention to her because she's clearly got more to share with me that will make my life better.

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So that's super important that someone feels like, walking away from this experience, that you are an expert.

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Also, you want to leave them wanting more.

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So I think of a lead magnet like a really good first date, a really good first date, really good first date.

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You know you've got like a lot of fun.

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You had like a nice interaction.

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There was, you know, enough of a connection there that you're like, wow, this person's interesting, you're intrigued, but you're not like dumping, like all of your life story on them.

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You're not like dragging them into the weeds about like the terrible thing that happened to you in your childhood when you were four.

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You're not like that stuff.

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You go like date 10, you do that stuff, but on date one it's just like a lighthearted kind of valuable interaction that leaves somebody walking away from that, feeling like, wow, that that I want to do that again.

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Like that.

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That is the feeling that you want to leave someone with the like wow, this is helpful, this was useful and I want more.

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So we don't need to go like super, super, super deep on lead magnets.

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It's more just like this is like your first date kind of way of thinking about it.

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And then finally, at the end of your lead magnet, we want to invite people to take appropriate next steps.

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So if they're at the end of your lead magnet and they want more, where do they go?

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What do they do to deepen that relationship with you?

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There's going to be a number of people who want to take some kind of next step, and so we need to figure out what those appropriate next steps are.

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We'll talk about this a little bit more at the end of our training today in terms of invitations for lead magnets, because there's a lot that I've learned about what to put in a lead magnet in terms of invitations and what not to put in a lead magnet, and it's important that we have the appropriate next steps in your lead magnet so that you can deepen the relationship with people who are going to want to learn more about you and get more value and just kind of take those next steps to take those next steps.

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So this is really your checklist and your North Star in terms of building out your lead magnet, and there are lots of different ways that your lead magnet might look and we'll go into the details in terms of how to build these out, but as long as your lead magnet checks these boxes on this page, it's going to be successful.

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So, keeping this in mind, you can go back to this as a kind of checklist as you're building out your lead magnet, and I will also include the slides and everything when I upload this to the portal, so you'll have this to go back to and this really is like your North Star as you're building your lead magnets out.

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So, that being said, any questions you guys have before we move on, I think I can only see one of you, so if you do have any questions, you can just unmute yourself and just start talking.

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That would be totally fine.

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Hey, friend, hope you're enjoying this episode of the podcast and, before we get back to it, if you're an established online business owner who's serious about unlocking your next level of income and impact and growth in your business, I want you to watch my free million-dollar online business training where I walk through a four-step roadmap.

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I've personally used to sell well over a million dollars of coaching, consulting and courses online.

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It's going to make the journey of growing your business so much easier.

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I want to give this to you for free.

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All you got to do to access it is go to jasonmosscom forward slash growth.

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That's jasonmosscom forward slash G-R-O-W-T-H to get free access to this training right now.

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Now back to the episode.

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Okay.

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So my question is like for my niche, there's a lot of things I can do that focus in on specific areas, but they aren't necessarily disqualifying people, I guess, because it is pretty general like single women who are struggling and dating in relationships for one reason or another, and so I guess I had one idea that it's like maybe it's qualifying more of the women who have money this is just an example like Feminine Energy 101 for the high-achieving woman or something like that.

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Is that sort of what I should lean toward what makes someone like a perfect client, what are all the qualities and characteristics and that includes, obviously, their like pain points and challenges, but also like ability to pay what's going to make them like a good fit for coaching with you?

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You know, we look at all of those things and then we can look at okay, how do we just position your guy or your lead magnet and how we talk about it in a way that's going to call that person forward?

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Okay, that makes sense.

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That's a good example like what you just shared, and also this happens not just like through the headline, but it also happens through the copy in your ads and it happens through your landing page and it even happens in the lead magnet itself.

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So you're constantly doing like that.

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Filtering out in terms of all your messaging is like here's who this is for, here's who this is not for.

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That's kind of like the filtering that happens as somebody goes through this whole process.

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Okay, that makes sense.

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Cool, thank you.

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Sure, all right, let's move on Now.

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Before you get started with this whole process of building your lead magnet out everybody wants to jump to this.

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It's like in coaching launchpad.

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People are like magnet out everybody wants to jump to this.

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It's like in coaching launchpad.

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People are like I don't want to do market research, I'm like I get it, but here's the truth.

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You know, paid traffic in my experience with paid traffic, paid traffic is we talked about this in week one paid traffic is a great amplifier and when you've got clarity on the foundations in your business, paid traffic is like pouring gasoline on a fire.

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It's like things really blow up in a really beautiful, awesome way.

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On the flip side, paid traffic will also magnify the lack of clarity in your business and so little things like not having clarity on your niche and just maybe being like 70% sure but not being 100% sure, but like not being a hundred percent sure, like that stuff really matters when it comes to this, and this will end up costing you lots of time and lots of money not having these pieces in place.

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So the first thing I always do, you know, when it comes to building out things with paid traffic cause I go back to the foundations and I asked myself who is my niche and Emily will tell you this Cause just got on a call last week and I'm in that same process.

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Every like three months I go back to this and I fill out a niche worksheet again and I get super crystal clear on, like, who are my people and what have I learned up until this point?

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Because this you know, in terms of getting clear on a niche, it's an iterative process.

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It's like you start with something and then you end up putting yourself out there and six months later, you learn new things.

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You learn what kind of clients you enjoy working with the most, what kinds of clients have the best results, what kinds of clients can pay you, what kinds of clients are most likely to sign up to work with you and what kinds of clients aren't a good fit, what are all the things that you've learned about in terms of the clients that you've worked with who maybe weren't a good fit.

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Why was that?

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And really bringing that all back into getting clearer and clearer on who that perfect person really is Super important that we have that clarity before moving forward.

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Now, that being said, you're maybe not going to feel 100% certain ever.

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This is always an iterative process, but I want all of you here to go back to this piece first and make sure we've got that foundation in place where we really know, like, who is this for?

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Who are we really speaking to?

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So, if you need some tweaks here, or if you feel like that's something that you need to do and I would recommend all of you honestly to do this before moving forward with building your lead magnet I am going to attach a link to a worksheet that you can fill out and this will be in the portal.

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After I upload this and if you're watching in the portal, it'll probably be below this video where you can just go through that worksheet and fill it out and this will just be like a refresher on getting super clear on your niche.

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It's probably questions you've asked yourself before, but I think going through that again is super important, even if you think you know and I just want to just reiterate that I do this every three months, I would say on average, and it's really continued to serve me and help me as I've made pivots and shifts and changes in my own business and I think that that will really help in terms of moving forward, because everything that we do in terms of our lead magnet and our funnels and our ads really begins with knowing who is this actually for?

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That's the most important question you can ask in your business.

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So if you need to go through that process again and I would recommend that you do.

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There will be a worksheet in the portal, which I will attach, that will help you do that, and I would recommend you go through that process first, and once you actually have gone through that, you should have clarity on who your people are and then we can move on to actually building out the lead magnet itself.

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First question people often ask about lead magnets is what's the format?

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So what format should my lead magnet be?

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Lots of different right answers here.

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This is not about one right answer.

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You can structure a lead magnet as a guide, like a short PDF or something like that.

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That's my favorite form of a lead magnet.

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I think it's just a really easy to consume thing that is valuable.

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But people can scroll through pretty quickly, and when I think about the perfect format for lead magnets, oftentimes I'm thinking about that what is a great first date piece of content?

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It's like you don't want to go on a three-hour dinner with someone you just met online and you have no idea who they are.

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You want to go on a 30 minute coffee date, and the same thing applies when it comes to lead magnets.

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Lead magnets are like someone's dipping their toe in the water getting to know you a little bit, so you want something that is easy to consume, lightweight, someone's gonna find valuable and it leaves them wanting more.

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That is really the perfect format, kind of provides that.

00:20:41.686 --> 00:20:53.028
So guides, I think, do a really good job at that, and they're not the only format, but they're the one that I'm going to be talking about the most today and I'm going to recommend for all of you, especially if this is your first lead magnet.

00:20:53.028 --> 00:21:05.291
Checklists can also be good Case studies, video trainings particularly if they're on the shorter side I would say less than 20 minutes or so Quizzes I've seen used as lead magnets.

00:21:05.291 --> 00:21:08.130
There are probably other formats I haven't mentioned here.

00:21:08.130 --> 00:21:10.246
All of these can work well.

00:21:10.246 --> 00:21:21.086
The most important thing again going back to this checklist is that your lead magnet checks these boxes, and as long as it checks these boxes, the format can be flexible.

00:21:21.641 --> 00:21:25.723
That said, if you're wanting like a hey, what should I focus on?

00:21:25.723 --> 00:21:29.104
First, jason, I would recommend a guide for your first sleep magnet.

00:21:29.104 --> 00:21:35.717
Now, after you choose a format, the next question you probably have is well, what should I talk about?

00:21:35.717 --> 00:21:38.452
Like, what is the topic in terms of this lead magnet?

00:21:38.452 --> 00:21:39.407
What should the focus be?

00:21:39.407 --> 00:21:46.991
And I wanted to share five questions here that I think will help in terms of getting clear on what that topic actually is.

00:21:46.991 --> 00:22:05.655
So asking yourselves these questions and I would just journal on these I think these are really helpful questions to just ask yourself, to get clear, and just going through these five questions will probably give you I don't know at least a dozen potential ideas for topics that you can choose for your lead magnet.

00:22:05.675 --> 00:22:09.595
The first question probably the most important question is what's your niche's number one biggest problem?

00:22:09.595 --> 00:22:16.663
So, as an example, when I did my market research and I got on calls with coaches, eight out of 10 coaches told me their biggest problem was getting clients.

00:22:16.663 --> 00:22:18.144
So I an example when I did my market research and I got on calls with coaches, eight out of 10 coaches told me their biggest problem was getting clients.

00:22:18.144 --> 00:22:22.256
So I was like okay, well, my first lead magnet needs to be a client attraction guide.

00:22:22.256 --> 00:22:23.611
That was pretty obvious for me.

00:22:23.611 --> 00:22:41.315
So one of the biggest things you can do is just ask yourself that question and generally lead magnets their focus on helping people in your niche solve their number one biggest problem those are going to be the things that are going to be most attractive and they're also going to do a really good job calling in the right people.

00:22:41.315 --> 00:22:47.174
Right, because we know that people who are going to be interested in that lead magnet are going to be people who have that problem.

00:22:47.174 --> 00:22:56.907
So that's a great way of attracting the right people through focusing on that core problem or core pain point that your niche really has.

00:22:56.907 --> 00:22:58.672
So that's number one.

00:22:59.512 --> 00:23:05.140
Another question you could ask is maybe less focused on the problem or the pain point, more focused on the desire.

00:23:05.140 --> 00:23:06.786
What does your niche really want?

00:23:06.786 --> 00:23:10.734
So, for example, we're running a masterclass next month.

00:23:10.734 --> 00:23:18.012
I think it's going to be called 10K Months, because so many coaches I get on sales calls with them and they're like you know I'm like what do you really want?

00:23:18.012 --> 00:23:18.885
What's your goal as a coach?

00:23:18.885 --> 00:23:25.067
And they're like I want to make 10K a month, like consistently, like great, okay, well, I know what I, what I'm going to do for my masterclass.

00:23:25.067 --> 00:23:40.256
So same thing, you know, with your niche it's or building that lead magnet around that core desire can be a really powerful way of drawing the right people in as well.

00:23:42.006 --> 00:23:50.355
Another question you could ask yourself to inspire potential ideas for topics what's the first step your niche needs to take to get closer to their ultimate goal.

00:23:50.355 --> 00:24:05.178
So, if we look at the journey that your niche takes from where they are today to, ultimately, where they want to be, that journey is probably comprised of like a series of steps and it's not like one step just takes them all the way to the destination.

00:24:05.178 --> 00:24:09.276
There's probably a number of different steps they need to take in order to reach that goal.

00:24:09.276 --> 00:24:20.028
So if we just look at, like, what is that first step that someone needs to take, that's not going to get them all the way to the goal, but it's going to get them one step closer.

00:24:20.028 --> 00:24:29.260
As an example, if I look at my niche helping coaches the first thing that coaches need to do if they want to start getting clients is get clear on who their ideal clients actually are, get clear on their niche, right.

00:24:29.260 --> 00:24:49.289
So an example of a really good potential lead magnet for me might be, you know, like a find your niche guide, like a guide that was designed to help coaches get clear on their niche and so I can attract people who are interested in ultimately getting clients and who want to take that next step and they know that first step is okay.

00:24:49.289 --> 00:24:52.257
I just need to figure out, like, who my ideal clients actually are.

00:24:52.257 --> 00:24:55.634
Honestly, as I'm talking about that, I'm like that's something that we should put together.

00:24:55.634 --> 00:24:58.683
That's a really good lead magnet for us.

00:24:58.683 --> 00:24:59.707
That probably work really well.

00:24:59.707 --> 00:25:03.219
So what is that first step for your ideal clients?

00:25:03.219 --> 00:25:05.605
And that might inspire some ideas.

00:25:06.468 --> 00:25:08.594
Also, you could ask yourself what are your niches?

00:25:08.594 --> 00:25:12.308
Biggest unanswered questions, what are the questions that they have?

00:25:12.308 --> 00:25:15.654
That might be things that they're thinking about, that they're wondering about that.

00:25:15.654 --> 00:25:16.240
They're wondering about that.

00:25:16.240 --> 00:25:17.207
They're unsure about that.

00:25:17.207 --> 00:25:20.411
You could potentially create guides around to draw those people in.

00:25:20.411 --> 00:25:28.255
So, as an example, I know a lot of new coaches are asking themselves the question do I need to get certified to start coaching?

00:25:28.255 --> 00:25:34.030
And they're interested in starting coaching, but maybe they're unsure about whether or not they need certification first.

00:25:34.030 --> 00:25:39.557
And so just creating a certification guide for coaches like do you need to get certified?

00:25:39.557 --> 00:25:56.431
Here's the five things you should consider before you start your coaching business, or something like that I know that the people who are going to click on that are going to be the people who are serious about starting their coaching business and they're interested in learning more about whether or not they need to get certified as a next step to do that.

00:25:56.431 --> 00:25:59.798
So this is an example of how we might be able to call those people in.

00:25:59.984 --> 00:26:02.133
So asking yourself what are your niches?

00:26:02.133 --> 00:26:07.111
Biggest unanswered questions and then finally, just asking yourself what will your niche find most valuable?

00:26:07.111 --> 00:26:08.535
Like chances are you're here.

00:26:08.535 --> 00:26:11.568
You've all of you have been you know, coaching clients.

00:26:11.568 --> 00:26:14.192
At this point, you probably have an intuitive sense of like.

00:26:14.192 --> 00:26:19.160
Okay, for these people that I want to work with, what do you think they would really want?

00:26:19.160 --> 00:26:23.766
What are the things that are going to be most valuable, that they're going to really be interested in?

00:26:23.766 --> 00:26:25.491
And ask yourself that question.

00:26:25.491 --> 00:26:32.414
I want you to spend the next 30 seconds to a minute brainstorming three potential topics.

00:26:32.414 --> 00:26:33.277
Okay.

00:26:33.277 --> 00:26:46.397
So, now that you hopefully have some interesting topic ideas after going through that whole process, the next step is to turn those topics into headlines, and these would be the headlines for the lead magnets themselves.

00:26:47.244 --> 00:26:49.087
I love this quote from David Ogilvie.

00:26:49.087 --> 00:26:53.294
He is like one of the OG ad guys.

00:26:53.294 --> 00:27:01.473
I think he's got some interesting stuff and he says here on the average, five times as many people read the headline as read the body copy.

00:27:01.473 --> 00:27:05.532
When you have written your headline, you have spent 80 cents out of your dollar.

00:27:05.532 --> 00:27:13.407
Super, super important, I think, to remember that, because most people the way that they create content and lead magnets is the same.

00:27:13.407 --> 00:27:35.951
It's like we spent all this time creating this amazing lead magnet and then we slapped the title on it almost as like an afterthought, when, in my opinion, it should be the exact opposite, like you should spend at least 50% of your time coming up with a perfect headline, because the right headline makes a massive difference in terms of the number of people who are actually gonna end up downloading something.

00:27:35.951 --> 00:27:43.776
And really what you have to work with when it comes to selling your guide and presenting your guide or your lead magnet, is the headline.

00:27:43.776 --> 00:27:50.366
That is really what someone's going to read and decide is this for me, or should I just scroll past this and go on to something else?

00:27:50.366 --> 00:27:53.836
So, all that being said, super important to have really good headlines.

00:27:54.445 --> 00:28:00.666
Next step is to take those topics and to really brainstorm some headlines that you could potentially use for your lead magnet.

00:28:00.666 --> 00:28:08.434
So a couple of tips that I will share with you guys for writing headlines and a lot of this stuff are you know, these are things you may be familiar with already.

00:28:08.434 --> 00:28:12.490
The first thing is, when it comes to headlines, you want to keep it simple.

00:28:12.490 --> 00:28:14.413
The best headlines are simple.

00:28:14.413 --> 00:28:19.442
They don't pack a bunch of really high level ideas into one headline.

00:28:19.442 --> 00:28:28.148
It's like it should be something that someone sees and understands immediately, like our headline for our guide how to sign two to four coaching clients every month.

00:28:28.148 --> 00:28:32.117
It's so simple and so tangible and so specific.

00:28:32.117 --> 00:28:40.751
And also one thing that I often recommend and this is just a good marketing principle in general go for clear over clever.

00:28:40.751 --> 00:29:02.679
So I see a lot of coaches, like, when they're creating content or they're creating headlines for masterclasses or guides, they try to come up with something that's like an innuendo or it's like some kind of fancy thing that is a fancy way of saying something that like it takes someone like a couple seconds to be like, oh, I get what you mean.

00:29:02.679 --> 00:29:04.611
You don't want to do that.

00:29:04.611 --> 00:29:15.619
Like clarity comes from just having something that is like so specific and tangible that like it's immediately understood by people when they see it.

00:29:15.619 --> 00:29:17.310
That's what really good headlines do.

00:29:17.310 --> 00:29:19.271
So go for clear over clever.

00:29:20.605 --> 00:29:28.296
Also, we talked about this idea of calling out who it's for, like using the headline as a way of qualifying and also disqualifying.

00:29:28.296 --> 00:29:37.973
So going back to my example of how to sign two to four coaching clients per month, number one it's not just how to sign two to four clients a month, because that could apply to anyone, right?

00:29:37.973 --> 00:29:46.990
It could apply to people who are running web design businesses and people who are running, you know, all sorts of different service-based businesses who want clients.

00:29:46.990 --> 00:29:54.291
But this guide of like how to sign two to four coaching clients calls out coaches specifically, so I'm calling out my niche in the title.

00:29:54.291 --> 00:30:03.432
And also, two to four clients is like speaking to a specific kind of coach, a coach who is earlier on in their journey, right?

00:30:03.432 --> 00:30:16.017
So that's one example of how you might do that and there are lots of different ways you can do this, but using the headline as a tool to really call out your ideal client, the people that you're wanting to work with.

00:30:16.265 --> 00:30:27.798
Going back to Emily's example, that's another great way we might do this is calling out people who are financially qualified, high achievers or ambitious professionals or something like that.

00:30:27.798 --> 00:30:38.554
Those are words that often show up in headlines as a way of calling out people who are employed and people who are generally high achieving people, or people who are growth oriented.

00:30:38.554 --> 00:30:40.593
They're wanting to invest in themselves.

00:30:40.593 --> 00:30:52.917
So these are words that you might see quite a bit in headlines and titles for this reason because it does a better job calling forward those types of people who are going to be a better fit for coaching.

00:30:52.917 --> 00:31:02.351
Also, the headline needs to be something that when someone reads it, they perceive the lead magnet as valuable.

00:31:02.351 --> 00:31:08.876
And that might sound obvious, but oftentimes you'll read headlines and it's like it's not very clear to me what the value is here.

00:31:08.876 --> 00:31:16.715
So making sure that that headline really communicates that value clearly and makes it juicy enough that someone's going to be like, yeah, like I want that.

00:31:16.715 --> 00:31:18.499
Also.

00:31:18.538 --> 00:31:24.711
Something we talk about a lot in content creation is using pattern interrupts or open loops.

00:31:24.711 --> 00:31:31.229
Like when you can create a headline that opens up some kind of like gap in somebody else's mind.

00:31:31.229 --> 00:31:41.412
Like you know, if I say to you like you'll never believe what you know, joey said to Rachel this Thursday dot, dot, dot.

00:31:41.412 --> 00:31:44.699
You're like well, what did Joey say to Rachel?

00:31:44.699 --> 00:31:46.208
You want to know?

00:31:46.208 --> 00:31:48.996
Right, there's like some curiosity that's opened up there.

00:31:48.996 --> 00:31:53.614
That's an example of an open loop and that open loop creates tension.

00:31:53.614 --> 00:32:03.673
Like when you hear that headline, you literally like if you pay attention to your body, you'll notice there's a little, at least for me, when I hear that there's almost like a feeling of tension.

00:32:03.673 --> 00:32:12.049
There's like something's unresolved and I feel uncomfortable about that and I want to click on this to figure out what happened, as a way of alleviating that tension.

00:32:12.049 --> 00:32:21.912
This is what really good headlines do they open that loop and they create that sense of like curiosity that makes me want to click on something in order to close that gap.

00:32:21.912 --> 00:32:25.013
So you can do this in headlines.

00:32:25.726 --> 00:32:29.432
Also, emotional headlines generally are going to be more attractive.

00:32:29.432 --> 00:32:30.185
You know so.

00:32:30.185 --> 00:32:36.753
Whenever you can make somebody feel something, rile somebody up or make someone you know feel either positive or negative emotions.

00:32:36.753 --> 00:32:48.517
If you look at, like most news headlines and like love it or hate it, I mean, most people don't really love scrolling through the news and the reason for it is because it riles you up.

00:32:48.517 --> 00:32:55.249
You know it makes you feel something, like headlines and news stories are designed to provoke something.

00:32:55.249 --> 00:33:12.060
Oftentimes in you Like there's some sense of like anger or outrage or disgust or tension that you feel when you read certain headlines, and emotion is generally a really powerful tool that grabs our interest.

00:33:12.060 --> 00:33:22.178
We pay attention to things that are emotional for us because usually things that are emotional are things that we want to pay attention to for our survival.

00:33:22.178 --> 00:33:35.605
So we're all biologically hardwired to want to pay attention to things that you know make us feel fear or make us feel, you know, like there's some threat, and I'm not saying that your lead magnet has to do this, but if you look at, you know, a lot of headlines out there.

00:33:35.605 --> 00:33:43.406
There's some threat, and I'm not saying that your lead magnet has to do this, but if you look at a lot of headlines out there, there's a reason why these headlines are successful, at least at getting clicks.

00:33:43.406 --> 00:33:47.576
It's because they take advantage of these ways that we're wired as human beings.

00:33:47.576 --> 00:33:50.473
So that is a tool that you have to play with as well.

00:33:50.473 --> 00:33:55.407
And then, in terms of structuring headlines, I find how-to headlines and headlines with numbers in them can often work really well.

00:33:55.407 --> 00:33:58.356
And then, in terms of structuring headlines, I find how-to headlines and headlines with numbers in them can often work really well.

00:33:58.356 --> 00:34:16.592
So when you can say, like how to do X or seven ways to do X, those types of headlines generally are going to be very attractive to people because they provide like a structure and a way of presenting information that just people, for some reason, generally tend to like.

00:34:16.592 --> 00:34:19.313
So those are some tips for writing great headlines.

00:34:19.724 --> 00:34:23.416
A couple of examples of headlines to get you, you know, inspired.

00:34:23.416 --> 00:34:27.996
And this is by no means like the only way that good headlines can look.

00:34:27.996 --> 00:34:29.775
But a couple of examples.

00:34:29.775 --> 00:34:31.184
I just wrote these up in a couple of minutes.

00:34:31.184 --> 00:34:35.166
The first is, you know our lead magnet how to sign two to four coaching clients every month.

00:34:35.166 --> 00:34:41.907
So what I like about this is that it's very specific and very tangible and very benefit focused.

00:34:41.907 --> 00:34:48.047
If I'm a coach who wants clients, I'm like, wow, that's great, it's tangible, I want that.

00:34:48.047 --> 00:34:51.192
And also it's calling out the niche very specifically.

00:34:52.193 --> 00:34:55.860
The second one 17 big weight loss mistakes women don't know they're making.

00:34:55.860 --> 00:35:03.206
So this is an example of like a open loop headline where it's like, when I read that, I'm like, hold on a second.

00:35:03.206 --> 00:35:06.255
Like what are these mistakes that women don't know they're making?

00:35:06.255 --> 00:35:08.791
Like I want to know if I'm a woman and I want to lose weight.

00:35:08.791 --> 00:35:10.014
Like what are those mistakes?

00:35:10.014 --> 00:35:14.315
Like maybe I'm making one of them, like there's a sense of tension that that creates right.

00:35:14.315 --> 00:35:15.719
Maybe I'm making one of them.

00:35:15.719 --> 00:35:17.844
There's a sense of tension that that creates right.

00:35:17.844 --> 00:35:23.751
And so that's an example of a headline that evokes some emotion.

00:35:23.751 --> 00:35:25.436
It's curiosity-based, it's got that kind of open loop in it.

00:35:25.436 --> 00:35:26.922
It's also calling out women, specifically weight loss.

00:35:26.922 --> 00:35:32.717
So we're targeting a very specific problem how to double your corporate salary in 12 months or less.

00:35:32.717 --> 00:35:35.561
Again example of very tangible, benefit-focused headline speaking to people who corporate salary in 12 months or less.

00:35:35.561 --> 00:35:38.534
Again example of very tangible benefit focus headline speaking to people who are working in corporate.

00:35:38.534 --> 00:35:42.010
So we're really calling out that person with the headline itself.

00:35:42.324 --> 00:35:44.833
Hey friend, hope you're enjoying this episode of the podcast.

00:35:44.833 --> 00:36:00.081
And before we get back to it, if you're an established online business owner who's serious about unlocking your next level of income and impact and growth in your business, I want you to watch my free million-dollar online business training where I walk through a four-step roadmap.

00:36:00.081 --> 00:36:05.878
I've personally used to sell well over a million dollars of coaching, consulting and courses online.

00:36:05.878 --> 00:36:08.612
It's going to make the journey of growing your business so much easier.

00:36:08.612 --> 00:36:10.405
I want to give this to you for free.

00:36:10.405 --> 00:36:16.177
All you got to do to access it is go to jasonmosscom forward slash growth.

00:36:16.177 --> 00:36:24.239
That's jasonmosscom forward slash G-R-O-W-T-H to get free access to this training right now.

00:36:24.239 --> 00:36:25.650
Now back to the episode.

00:36:25.789 --> 00:36:33.396
A couple of examples of headlines and again, this is not the only way a headline might look, but if you go back to these principles that we talked about earlier.

00:36:33.396 --> 00:36:37.054
You'll be able to write really good headlines as long as you're checking these boxes.

00:36:37.054 --> 00:36:50.393
So your next action step is and we're not going to do this right now, you can do this offline is, for each of those topics that you came up with, I want you to come up with 10 to 20 headlines.

00:36:50.393 --> 00:36:55.451
And you might say, jason, that sounds like a lot of headlines, and I'm like, yeah, we would probably come up with way more.

00:36:55.451 --> 00:37:00.539
I do this for almost every YouTube video that we put out.

00:37:00.925 --> 00:37:03.050
I spend a lot of time writing headlines.

00:37:03.050 --> 00:37:04.994
It's the first thing that I do.

00:37:04.994 --> 00:37:21.851
Whenever we create a new YouTube video, the first thing that I figure out is what the headline is going to be, and so you could come up with 10 different headlines, 20 different headlines, and you'll be amazed like one different headline could have like twice the number of people, three times the number of people who actually click on it.

00:37:21.851 --> 00:37:24.807
So this is worth spending some time on.

00:37:24.807 --> 00:37:33.496
So for each of those topics, I want you to come up with 10 to 20 headlines, and then you'll have like 50 headlines to choose from like a crazy amount of headlines.

00:37:33.496 --> 00:37:57.871
And what I want you to do from there is I want you to take all those headlines and I want you to narrow them down and choose three to five that you think are the most attractive and do what I call validating, which is really one thing that we can do is kind of like okay, well, you might intuitively feel like you know which headline is going to be most effective, but we don't really know.

00:37:57.871 --> 00:38:07.407
The best way to figure this out is to actually test, and all of you have an audience on social media that you can use to actually help you figure this out.

00:38:07.407 --> 00:38:08.168
It's really great.

00:38:08.248 --> 00:38:13.766
A lot of people are like well, why are you using this?

00:38:13.766 --> 00:38:17.989
How did you come up with this two to four coaching clients thing, or how did you nail that?

00:38:17.989 --> 00:38:24.052
The first thing I'll be very honest with you is I saw another business coach using it and I was like that's really good messaging.

00:38:24.052 --> 00:38:25.434
I need to copy that.

00:38:25.434 --> 00:38:42.114
So originally it was inspired by some other business coach, but then I started using it and when I was using it in my organic content, I noticed when I would publish a video organically with that headline or publish a post on social media, a ton of people read it.

00:38:42.114 --> 00:38:56.530
That headline was so attractive and I started seeing that when I used that messaging organically on social media, a lot of people paid attention a lot more people than normal people paid attention a lot more people than normal.

00:38:56.530 --> 00:38:57.715
So it was a great way of validating that.

00:38:57.715 --> 00:39:02.931
I had something there, and that was one of the reasons why this lead magnet that we've been using for the past we're still using it today.

00:39:02.931 --> 00:39:11.757
I mean, the guide's been downloaded probably like I don't know 20,000, 30,000 times, at this point at least, and it's been really effective.

00:39:11.757 --> 00:39:24.161
But it was effective because we did all that work on the front end and we had validated it and I already knew that it was going to be an effective headline because I had tested it using my organic content.

00:39:24.221 --> 00:39:36.668
First, to like your top three or your top five.

00:39:36.668 --> 00:39:39.077
And I want you to put a post on social media, whatever platform you use.

00:39:39.077 --> 00:39:42.208
Almost every social media platform has like a polls feature, like you can do if you're on Instagram.

00:39:42.208 --> 00:39:43.472
You can do this in stories.

00:39:43.472 --> 00:39:45.847
If you're on LinkedIn, I believe there's a polls feature.

00:39:45.847 --> 00:39:55.947
Facebook has a polls feature that will basically allow you to just put in like four or five different options and people can actually vote on which they think is the best.

00:39:55.947 --> 00:40:00.547
And I want you to put something out and you just say like, hey, you know, I'm working on something new for you.

00:40:00.547 --> 00:40:17.096
Guys Curious, you know which of these is most attractive to you, or which of these you know would you want to check out the most, or something like that, and just see what gets the most votes, and you'll see there's probably going to be one option that people select more than anyone else, and I love this.

00:40:17.096 --> 00:40:33.052
This is like market research it's a way of skipping so much of the pain associated with putting something out there that people just aren't going to be interested in, and it will allow you to come up with something right off the bat that is going to be much more effective.

00:40:34.577 --> 00:41:06.067
One thing I do want to say is, when it comes to doing this kind of stuff, it's important that you balance whatever feedback you get with your own intuition, because sometimes the stuff that gets the most votes might not be the stuff that's going to attract the perfect type of client, and so you can look at those headlines and say, okay, well, I see that the numbers are showing me that this one's the right one, but I just feel like in my gut, intuitively, this other headline's going to do a better job calling in the right people for me, so I'm going to go with that one.

00:41:06.067 --> 00:41:09.918
So it's not that we go 100% by the numbers.

00:41:09.918 --> 00:41:21.257
I am more of a fan of balancing this with your intuition and using both things as a source of feedback for you when it comes to choosing the right headline for your lead magnet.

00:41:21.257 --> 00:41:27.847
All right, I'm going to check in with you guys Any questions you have about anything that we've covered so far.

00:41:27.847 --> 00:41:31.655
Cool, this all makes sense in terms of a process.

00:41:31.655 --> 00:41:34.061
All right, awesome.

00:41:34.061 --> 00:41:36.469
Okay.

00:41:36.509 --> 00:41:52.067
So going through this process, starting with getting clear on your topics, then choosing those headlines, then narrowing down the headlines and then doing that test on social media and then finally, from there, choosing one final headline that you're going to move forward with.

00:41:52.067 --> 00:42:12.405
You might think, jason, this is overkill for a headline, and my response to you is going back to David Ogilvie's quote when you've written your headline, you spend 80 cents of your ad dollar, so it makes sense to spend a lot of time here, and we really want to make sure that we get this piece right Now.

00:42:12.405 --> 00:42:22.538
From there, once you've chosen whatever your headline actually is, the next question you probably have is how do I actually create my lead magnet, and that's what we're going to talk about next.

00:42:22.538 --> 00:42:25.925
So a lot of people ask about software.

00:42:25.925 --> 00:42:27.849
Like what do I use to do this?

00:42:27.849 --> 00:42:32.097
I don't want to be super techie here.

00:42:32.097 --> 00:42:37.512
I don't have a massive budget to be able to use on this Personally.

00:42:37.592 --> 00:42:47.907
For me, we did it super low tech and if you look at our guide and I'll show you our guide in a second I used Canva for the cover and I literally just designed the cover myself.

00:42:47.907 --> 00:42:52.786
It took me 20 minutes on Canva and for those of you who have never used Canva, it's great.

00:42:52.786 --> 00:43:12.606
It's like a free online graphic design tool and most of the functionality you don't have to pay for, and it can be great for stuff like this, if you just want to design like a quick cover for a PDF guide or something like that, and I just wrote my guide in Google docs and then I just, you know, pasted them together at the end and that was what I did.

00:43:12.606 --> 00:43:15.233
It's super simple to do that that way.

00:43:15.233 --> 00:43:15.855
You know you can.

00:43:15.855 --> 00:43:17.766
You can get more advanced than that.

00:43:17.766 --> 00:43:50.356
You could hire somebody to help you design something on Upwork, but I think honestly, when you're first starting with lead magnets, I think it's best to keep it simple and put together what we would call a minimum viable product, going to take me a ton of time to put together and let me just get that out there first, and then, if it's proving to be successful and people are downloading it and it's getting new clients, if you want to revamp it or make the design more attractive down the line, you can always change it and update it at any point.

00:43:50.356 --> 00:43:53.992
But I think starting with something like this is usually the best way to go.

00:43:53.992 --> 00:44:11.081
Now in terms of structuring your lead magnet and what to put inside the lead magnet, again, there's not like a right or wrong here and depending on what format you use whether it's the guide or whether it's the checklist obviously it's going to vary what the structure looks like.

00:44:37.324 --> 00:44:40.724
No-transcript.

00:44:40.724 --> 00:44:52.552
For those of you who are here who've watched my masterclass training, you'll also notice that this is a very similar approach that I recommend for masterclasses too, and this can also work well with masterclasses.

00:44:52.552 --> 00:44:54.298
And basically, the method.

00:44:54.298 --> 00:45:05.434
Deep dive is where you give someone a high level overview of the method or the process you use to help your clients get from where they are today to where they want to be.

00:45:05.434 --> 00:45:21.766
So, as an example, in my business, I help coaches get clients and launch and grow their businesses, and in order to do that, I have a four-step process that I call the launch method, that I take all of my clients through Niche, offer, audience and enrollment.

00:45:21.766 --> 00:45:28.469
Those four steps are ultimately what I use to help clients, you know, get clients and grow their coaching businesses.

00:45:28.469 --> 00:45:36.757
And so in my free guide, what I do is I basically walk people through those four steps.

00:45:36.757 --> 00:45:41.871
I say, look, if you want to sign two to four new coaching clients per month, these four steps are what you need to.

00:45:41.871 --> 00:45:47.304
If you want to sign two to four new coaching clients per month, these four steps are what you need to follow in order to make that happen.

00:45:49.005 --> 00:45:50.568
Now, the important thing is in terms of sharing these steps.

00:45:50.568 --> 00:45:58.092
I'm not going into the weeds on how to do each of those steps, so it's not like a how-to guide in the sense that I'm telling them exactly how to get clear on their niche and exactly how to build out their offer.

00:45:58.092 --> 00:46:00.277
What I do is I show them.

00:46:00.277 --> 00:46:05.827
Here are the four steps.

00:46:05.827 --> 00:46:06.568
Here's why these steps are important.

00:46:06.568 --> 00:46:23.371
Here's what happens if you don't have these steps in place, and here are maybe some of the common mistakes that people make with each of these steps, and so I'm basically teaching them the what but not the how, and this is you know, we talked earlier about like that balance between like giving people value but also leaving them wanting more.

00:46:23.371 --> 00:46:26.614
This is one really great way to do it, because if someone actually reads the guide, they go.

00:46:26.673 --> 00:46:26.954
Okay.

00:46:26.954 --> 00:46:30.371
I can see that Jason's got a process, a method that really works.

00:46:30.371 --> 00:46:32.981
I'm connected to why this is important.

00:46:32.981 --> 00:46:38.032
I've got some clarity because I see that there are some clear steps to follow, and that really is helpful.

00:46:38.032 --> 00:46:50.489
But I also need help implementing these four steps, and so that creates a little bit of tension and a little bit of an open loop that is going to motivate someone to keep paying attention and also ultimately potentially apply to work with me.

00:46:50.489 --> 00:47:17.114
So this is one really great structure that I like, and if you've never created a lead magnet before, or if you're just looking for, like, more of a structure to follow, this is what I'm gonna recommend for you guys to use for your guide, and what I wanna do is I wanna show you what this structure is and what this looks like, and probably the best thing to do is to actually just show you my lead magnet itself.

00:47:17.114 --> 00:47:24.653
So this is our lead magnet client attraction guide for coaches sign two to four new clients every single month.

00:47:24.653 --> 00:47:26.442
So this is literally something.

00:47:26.481 --> 00:47:29.192
This cover photo is something that I just designed in Canva.

00:47:29.192 --> 00:47:44.565
I just went on to Canva and searched for a template and just dropped in my brand photo and then changed the title and that was good to go my brand photo and then changed the title and that was good to go.

00:47:44.565 --> 00:47:55.246
You'll see, the guy kicks off with this introduction section and basically what I'm doing here, and there will be a slide in my slides when I switch back over in a second that walks through an outline of this so you guys can copy this.

00:47:55.246 --> 00:48:03.833
But what I start with is I basically reflect back to my ideal client, their desires and their challenges.

00:48:03.833 --> 00:48:17.722
So I start by saying like, hey, if you're reading this, I'm willing to bet that deep down inside you there's a vision freedom, fulfillment, coaching, full time, transforming thousands of lives, living out your calling, doing work that matters, breaking free from a nine to five.

00:48:17.722 --> 00:48:25.405
Breaking free from a nine to five and at the same time, if you're just getting started or in the early days of building the business, that will allow you to make that all happen.

00:48:25.565 --> 00:48:27.891
Sometimes it can feel like you just don't know where to start.

00:48:27.891 --> 00:48:31.108
Maybe you're a new coach who hasn't signed your first client yet.

00:48:31.108 --> 00:48:37.750
You've got lots of unanswered questions and underneath that there's a ceaseless chatter of your ego.

00:48:37.750 --> 00:48:39.012
Who am I to do this?

00:48:39.012 --> 00:48:40.496
I don't think I'm qualified enough.

00:48:40.496 --> 00:48:41.630
Why would anyone pay me?

00:48:41.630 --> 00:48:42.971
Do I really have what it takes?

00:48:42.971 --> 00:48:44.429
So what am I doing here?

00:48:45.606 --> 00:48:50.434
I'm starting with reflecting back to someone their experience and their life.

00:48:50.434 --> 00:49:01.318
We talk about how great messaging is a mirror, right when you can reflect back to someone what they're going through, and this is one of the reasons why you know back to someone what they're going through.

00:49:01.318 --> 00:49:04.476
And this is one of the reasons why you guys did market research and you know who your niche is, because now we can do this.

00:49:04.476 --> 00:49:09.157
You can reflect back to someone using language that mirrors their experience.

00:49:09.157 --> 00:49:15.972
This is what's going to get someone reading this and going, wow, this person is speaking to me, this person is speaking my language.

00:49:15.972 --> 00:49:33.572
They're talking about my desires, the things that I want, the challenges that I have, and so we start by talking about that and then from there, I kind of go into a little bit of my story.

00:49:33.572 --> 00:49:43.213
So you know, I know firsthand what it looks like and feels like when things haven't fully clicked, when you're trying to climb the mountain right at the beginning stages, taking your first few steps and feeling stuck, overwhelmed or confused.

00:49:43.213 --> 00:49:45.112
That's why I created this free guide.

00:49:45.864 --> 00:49:50.489
This is the same roadmap I use to scale my own coaching business past multiple six figures.

00:49:50.489 --> 00:49:55.672
As I'm writing this, we're on track to make 60K this month, which literally blows my mind.

00:49:55.672 --> 00:50:04.373
So there's some credibility in there, showing people that I'm an expert who knows my stuff because I've been able to build this business myself.

00:50:04.373 --> 00:50:07.789
And then, if we go on here, we kind of talk about more credibility.

00:50:07.789 --> 00:50:17.846
I've seen this four-step roadmap work for all these coaches coaches like Kimberly or Ariel or Karuna so I'm sharing some success stories.

00:50:17.846 --> 00:50:24.532
So I'm building some credibility here and you guys will have a copy of this guide as well so you can go through this and kind of model this.

00:50:24.704 --> 00:50:45.835
But what I'm doing is I'm starting with empathy right, connecting with them about their own journey and what they're going through, and then from there I'm basically introducing myself, my own credibility and also this method, this four-step method that I talk about, and then from there I go into each of those steps of the method.

00:50:45.835 --> 00:50:55.715
So I introduce, you know, my launch method, which is these four steps niche, offer, audience and enrollment and then I go into, you know, step one figure out what your niche is.

00:50:55.715 --> 00:51:07.153
And then, in step one, I talk about why is this so important, why is it important to have a clear niche and why is it important to figure this out.

00:51:07.153 --> 00:51:11.175
And if you don't have this figured out, what are all the problems you're going to experience?

00:51:11.175 --> 00:51:13.206
This is one of my favorite ways to sell.

00:51:13.206 --> 00:51:31.092
By the way, when you're selling something to someone, sell them on why it's important by talking about all the benefits that they're going to experience when they have something in place and all the cost or the challenges that are going to happen if they don't have something in place.

00:51:31.092 --> 00:51:32.846
That's a really great way to sell.

00:51:32.846 --> 00:51:34.027
It's a really great framework.

00:51:34.086 --> 00:51:40.356
You just talk about those two things and you can do that with anything.

00:51:40.356 --> 00:51:51.375
It's like, if you're selling, you know, on someone like coming to go out to dinner with you, it's like, oh it's, you know, it's going to be so much fun and we're going to have a great time and you're going to.

00:51:51.375 --> 00:51:55.407
You're going to, you know, have so much fun and we're going to eat this amazing food.

00:51:55.407 --> 00:52:09.217
And you know, on the flip side, like I know you were talking about like feeling kind of lonely lately and like you know, if you stay in tonight, you're probably going to feel like kind of depressed and you're going to feel like, you know, maybe you spend like four hours watching Netflix and you feel like a little bit of like a failure at the end of the night.

00:52:09.217 --> 00:52:11.420
What are we doing?

00:52:11.420 --> 00:52:20.686
We're talking about the benefits of going out and the drawbacks of staying in, of staying in.

00:52:20.706 --> 00:52:21.969
So this is what I'm doing for each of these steps.

00:52:21.969 --> 00:52:22.733
I'm basically selling people.

00:52:22.733 --> 00:52:27.907
On each step I'm like, hey, here's why figuring out your niche is important and here's what happens if you don't have that in place.

00:52:27.907 --> 00:52:33.628
And then I talk about some common mistakes that people make for that step.

00:52:33.628 --> 00:52:36.820
So mistake number one trying to appeal to everyone.

00:52:36.820 --> 00:52:40.027
This is a common mistake that people make when it comes to dialing in their niche.

00:52:40.027 --> 00:52:48.628
So for each of these four steps, I'm basically doing that Step one, step two, step three and step four.

00:52:48.628 --> 00:52:51.155
And I follow the same format.

00:52:51.155 --> 00:52:57.876
For each of those four steps, I talk about why that step is important, what's going to happen if they have that step dialed in?

00:52:57.876 --> 00:53:00.351
What happens if they don't have the step dialed in?

00:53:00.351 --> 00:53:14.152
And then maybe like three common mistakes that people are making coaches often make in each of those steps, and that takes us through to the end of the guide and at the end I have a quick recap, like here's the four steps again.

00:53:14.152 --> 00:53:23.393
And then we end with an invitation, like okay, so at this point you might be asking how, how do I take this four-step roadmap and apply it?

00:53:23.393 --> 00:53:25.871
Well, here's two places you can go.

00:53:25.871 --> 00:53:28.974
Next, number one you can watch this free training.

00:53:28.974 --> 00:53:32.855
Or number two, you can join our free Facebook group.

00:53:32.855 --> 00:53:36.735
So those are two invitations that I've made at the end of this guide.

00:53:38.867 --> 00:53:43.074
So that's an example of a format for your lead magnet that you can follow.

00:53:43.074 --> 00:53:49.190
And again, if we had to look at this on a high level, this is basically the format and you guys will have a copy of this.

00:53:49.190 --> 00:54:00.134
For those of you who are here live, I will upload this in the portal so you can basically use this as a structure when you're creating your own lead magnet.

00:54:00.134 --> 00:54:02.786
And you will also have a copy.

00:54:02.786 --> 00:54:10.797
I will include a copy of my lead magnet so you can basically go through that and you can use that as a model and copy that Again.

00:54:10.797 --> 00:54:19.047
This is not the only format and structure for a lead magnet, but if you are just getting started, maybe you haven't created a lot of lead magnets before.

00:54:19.047 --> 00:54:23.538
I think this is a structure that you can follow that is going to be successful for you.

00:54:23.538 --> 00:54:38.068
So this is basically the format and the structure for the method deep dive, which is one way that you can build out your lead magnet, and hopefully this will give you a little bit of a scaffolding to work with when you're building out your lead magnets.

00:54:38.869 --> 00:54:40.451
Anybody have any questions about this?

00:54:40.451 --> 00:54:48.300
Okay, cool.

00:54:48.300 --> 00:54:58.936
So one thing I do want to talk about before we close things out today is invitations.

00:54:58.936 --> 00:55:05.951
So the invitation again is that piece at the end of the guide where we talk about okay, here's what to do next.

00:55:05.951 --> 00:55:10.867
Go watch my free training or go join my Facebook group.

00:55:10.867 --> 00:55:14.297
One question you might have is well, what should I invite people to?

00:55:14.297 --> 00:55:15.768
What is an appropriate invitation for a lead magnet?

00:55:15.789 --> 00:55:27.512
The most important thing I want you to remember about making invitations and lead magnets is that the people that you're making an appropriate invitation for a lead magnet the most important thing I want you to remember about making invitations and lead magnets is that the people that you're making those invitations to are still super cold.

00:55:27.512 --> 00:55:37.853
So they've literally clicked an ad of yours they have no idea who you are and they've put in their email address and downloaded your lead magnet and maybe you know they spent like three minutes reading it.

00:55:37.853 --> 00:56:03.293
So, in my opinion, getting that person on a sales call or inviting them to submit an application, it's way too early and if you do that, you're gonna get a lot of people to book calls and submit applications and you're gonna spend a lot of time talking to people who have no idea who you are and who aren't sold on you, and it's gonna be a nightmare and you're to be pulling out your hair.

00:56:03.293 --> 00:56:04.967
You're going to look like me at the end of the day.

00:56:04.967 --> 00:56:11.266
She'll be like oh my God, jason, I have so many sales calls and I have like a 5% close rate.

00:56:11.266 --> 00:56:11.885
It's terrible.

00:56:11.885 --> 00:56:14.387
So we don't want to do that.

00:56:15.527 --> 00:56:21.871
I think it's better to play more of the long game in terms of these invitations and invite someone to a next step.

00:56:21.871 --> 00:56:25.534
That's more of like a I think of it like a pitch for a second date.

00:56:25.534 --> 00:56:27.675
It's like what would be appropriate for a second date.

00:56:27.675 --> 00:56:32.617
It's like we want to maybe provide a deeper opportunity for someone to connect with you.

00:56:32.617 --> 00:56:43.909
That's more of like a next step that maybe requires a little bit more of a commitment versus something that's like jumping to the finish line.

00:56:44.110 --> 00:56:57.309
In my guide we pitch a recording of a masterclass that I ran and I think it's like an hour and a half or something like that, and at the end of that masterclass there's a pitch to book a call with me.

00:56:57.309 --> 00:57:03.375
So I know that I'm only going to get on the phone with people who have already seen an hour and a half of my training.

00:57:03.375 --> 00:57:09.833
That's someone that I'm okay with talking to, like someone who's already gotten all the way through that, and they're like I still want to work with you, jason.

00:57:09.833 --> 00:57:20.858
Okay, like I'm cool having a sales call with that person, but not the person who literally has never seen anything from me other than like a little lightweight 15-page guide.

00:57:20.858 --> 00:57:48.690
So masterclasses like recordings for trainings, can work really well as like a next step invitation, maybe your Facebook group, even like a low ticket offer If you have like maybe a $47 recorded training or something like that, something that's evergreen, that you could just like stick as a link in there Maybe a YouTube channel, something like that where someone maybe can get to know you a little bit more.

00:57:48.951 --> 00:58:14.306
That's something that I would say is a good you know invitation, and I just would recommend, like not inviting people to like book a call with you or submit an application, and this also goes we'll talk about this a little bit later on when we talk about building your email sequence out, but this also applies for your emails, the first few emails that you send to people.

00:58:14.306 --> 00:58:19.425
We don't really want to be talking about working with you super early on in the process.

00:58:19.425 --> 00:58:20.588
We want to warm people up.

00:58:20.588 --> 00:58:24.275
So that is my approach for making invitations.

00:58:24.275 --> 00:58:46.885
And if you just think of it like you're taking somebody by the hand and walking them through the process of basically getting to know you, and you imagine, like how would this look if I were meeting someone in person and what are the dynamics that I would follow, like that's a pretty good guideline and a good like principle for how to structure things online.

00:58:46.885 --> 00:58:51.635
It's the same as how you would do this if you were in person.

00:58:52.255 --> 00:59:19.367
And just remembering that and thinking of marketing that way, I think is a great shorthand to help you make better decisions in terms of how you're setting up your marketing, because I see a lot of people who kind of just disregard that, and we probably have all been in marketing funnels and things like that, where it's like you sign up for something and then you're just getting like blasted with like a sales pitch on day one and it just never really landed.

00:59:19.367 --> 00:59:21.226
For me it's like I don't even really know you yet.

00:59:21.226 --> 00:59:22.574
I don't want to be sold to you yet.

00:59:22.574 --> 00:59:25.746
I kind of want to get to know you a little bit more before you start pitching me.

00:59:25.746 --> 00:59:28.592
So that's my philosophy for that.

00:59:28.592 --> 00:59:37.931
And just remember, as you're building out your lead magnet, your first lead magnet is not going to be your last run, so we don't have to make this perfect.

00:59:37.931 --> 00:59:45.286
This is just like we're going to start with something, and the nice thing about these lead magnets is you can always improve them over time.

00:59:45.286 --> 00:59:49.817
So I've updated mine a couple of times, revamped things, and you can always tweak this.

00:59:49.817 --> 00:59:54.237
It's actually super easy to do, so you don't have to worry about this being like set in stone.

00:59:54.237 --> 01:00:01.318
What I want you to focus on is just getting something like like good enough for this this first round.

01:00:01.318 --> 01:00:07.547
Um, you know that we can move forward with it and and and actually you know, put it up there, put it out there.

01:00:08.911 --> 01:00:11.481
Thanks so much for listening to this episode of the podcast.

01:00:11.481 --> 01:00:16.762
I hope you enjoyed it and if you're listening on Apple podcasts or Spotify, consider leaving a review.

01:00:16.762 --> 01:00:19.391
It really helps the show and will help new people discover it.

01:00:19.391 --> 01:00:22.690
And if you enjoyed this episode, share it with a friend.

01:00:22.690 --> 01:00:25.992
There's so many people out there that could benefit from this material.

01:00:25.992 --> 01:00:41.009
I want to pass this along, and if you're serious about growing your online business and ready to unlock your next level of income and growth, I want you to check out my free million-dollar online business training now when I walk through the four step roadmap.

01:00:41.009 --> 01:00:46.869
I've personally used to sell well over a million dollars of coaching, consulting and courses online.

01:00:46.869 --> 01:00:52.847
You can watch this right now for free by going to jasonmosscom forward slash growth.

01:00:52.847 --> 01:00:58.757
That's jasonmosscom forward slashG R O W T H.

01:00:58.757 --> 01:01:00.000
I hope to see you there.