In the previous post, I gave you a pretty good overview on how to start looking at where your opt-in and auto-responder are right now. If you missed the post, you can catch up on it here. Now that you have a general overview, and a list of things you want to fix and change, it’s time to take a closer look at the first piece of the puzzle… your lead magnet. This is the “thing” you are giving away as a thank you when people join your list. It’s the carrot you dangle in front of them and how you invite them to become a subscriber.
It’s a good idea to change the lead magnet from time to time, and even more important that you make sure it’s something of value that’s interesting to your readers. That’s why it’s a good idea to start with your target audience in mind. You don’t necessarily want to appeal to the largest audience. Instead, you want to attract the right people who will love your products and recommendations. In short, you want your free list to be made up of future customers. Do you know who those people are? If not, now is a great time to figure that out and get it clear in your mind.
Once you know who your ideal customer is, think about where they are at right now. I’m not talking about location here. Think about where they are at in life, pertaining to what you have to offer and where they want to go. For example, you could build an audience of parents of toddlers who are just starting to potty train. Their goal is of course to get the kid out of diapers for good and that can pose quite the challenge. Think about what some of the early questions these people ask themselves or what problems they face. In this example, the parent may be wondering when the right time to start potty training is and if there are signs that their child is ready.
Spend a little time today to brainstorm some ideas for questions and solutions around this whole concept for your own target audience. Along the way, think about how your existing lead magnet fits into that picture. Is it a good fit? If not, it may be time to come up with a new lead magnet. Think about format as well. Is a short report that’s downloadable as a pdf attractive to your market? Or would they prefer a video course or interactive quiz? Look at what your competition or others who target the same audience are doing and consider going a similar route.
In the end, don’t be afraid to create multiple new lead magnets and test them out to see which one performs best for you. It’s time well spent when you find the opt-in offer that helps explode your list growth and solve problems for you audience.