- Story of content and pain
Ooh yeah, story of content and pain
You gotta nurture, nurture that lead
L-l-l-l-l-l-l-lead
(upbeat music)
How to create a great SaaS Lead Magnet.
You know, most people are frustrated
because people come to their website
and they don't sign up,
they don't connect, there's no way for them
to communicate with them after they leave.
The way to solve that is to build something,
a Lead Magnet, that entices the potential customer
to download and trade their email for your content.
That'll give you the opportunity
to nurture them along their buying journey
and, eventually, get them back to your product.
But how do you create something
that's attractive to the customer?
I recently had a conversation
with an entrepreneur that built,
essentially, it was a software for architects
to manage land and create new property projects, et cetera.
They were trying to figure out
how do they communicate with their potential customer?
The whole, long conversation came down
to what is the primary pain of your customer?
What is the challenge?
I'm gonna walk you through how to think
through these Lead Magnets.
But what is the thing they need solved today
that if they came to your website,
it may not be your product
but it gets them into your world
by giving them your email for the content.
He realized it was people
that owned land that wanted to figure out
the right project to monetize that land.
He could, literally, create a Lead Magnet
with 13 monetizing strategies for land owners.
Just run ads for people to have land.
He could even get the list of all
the land owners in a city
and, actually, run mail, direct mail to those people
with that value prop.
That piece of content.
That information because if they have
that pain and he has an architectural software
that's gonna allow them to design
the right project, they would be an ideal customer.
Many products out there, many Lead Magnets,
don't, actually, address a primary pain.
They just talk about desires and needs.
I want to walk you through the three
key characteristics of an incredible Lead Magnet.
The first one is to focus on a specific area.
Many people just focus on passion.
They're like, here's ways to get better at something.
Here's ways to accomplish something.
Those are great but they're more passion focused.
It's inspirational.
They're not solving a specific problem.
The second area you could look at is discomfort.
What is something that could be true in their world,
as a business owner, as a person,
that provides discomfort that you might
be able to relieve through your Lead Magnet.
The third and the most powerful, I think,
from a real good conversion is a fear.
What is the fear that they might have?
A fear of failure?
It depends on your customer segment.
It could be a fear of not monetizing
the right property or land.
But really focusing on the fear
not the passion, not the discomfort
but, really, the fear of the customer's mindset.
That's the opportunity.
That's number one, is focus.
Number two is the needs.
There's different types of needs.
At the low end, it's not very powerful, is interest.
They might have an interest in something.
They might want to learn more about something.
But it's more on the interest level.
On the second one is a strong desire.
Maybe they have an interest
and then they have a desire to learn more.
Maybe it's a strong desire.
But to me, it's not something that's even more powerful
than that which is urgent.
They have a primary pain
and an urgent need to resolve that.
Recently, I had a friend of mine buy a puppy.
He came home after being at work all day
and the puppy, literally, tore apart their apartment.
So he had a urgent need for something
that was a fear which was the next day
him doing it again to potty train
or puppy train the dog.
If you had content around that,
even if he wasn't ready to buy your software
around training your dog,
you could get him to exchange
his email for that information.
At the end of this video,
I'm gonna share with you guys how to test
if your idea is truly awesome
on the levels I'm talking about.
Number two are the needs, what are their needs?
Third is target.
I really think that most Lead Magnets
don't target a specific problem.
They're more general, they're broad, they're high category.
They're not very specific to a problem
the customer is having.
And it doesn't provide a solution.
If you know their problem,
you need to provide the solution
in the same Lead Magnet.
You need to speak to that as the value
if they exchange their email for your content.
Then, finally, you need to focus
on a customer segment.
Truly the targeted aspect,
the third segment, targeted, making sure that it's for
a specific customer segment.
If you do these three things,
I'm gonna teach you how to verify them.
If you do one, focus on a fear.
Two, make sure that it's an urgent need.
And three, really target it towards
a specific problem, a specific solution
and a specific segment,
you will build a great Lead Magnet
that converts and gets you qualified customers.
Now here's the way you test it.
This is my tip.
Is go on Amazon and search the topic
that you're thinking about doing
a Lead Magnet on and see if there's
a book title on it.
Because that, especially like a Dummies book.
If you look online around book titles,
people that have pains and have needs
and, really, want them solved today.
Those are the kind of pieces of content
that end up being a great book.
So if you can find books that have
already been written and have several titles
on the topic, that's usually a thumbs up
for a great piece of content like a Lead Magnet.
Now, the other thing you want to do
is make sure that people are running
ads against that topic.
Here's how it works.
You, actually, take the exact same topic.
Let's say puppy training and you go on Google
and you search that,
is anybody running ads against that topic
or that keyword or that segment?
Because if they're not,
it's telling you that there's not enough demand
or it doesn't speak to the specific problem
that's an urgent that somebody's
going to be willing to click and convert.
It also tells you that you can't monetize
that pain as well as something else
that might be more a passion
or an interest or a strong desire.
You need something that is fear based.
Unfortunately, that's just the way.
Most people don't buy things unless
it's gonna solve their problems.
So you need to connect with that.
And then, really, make sure that
it's an urgent need today,
it's not a nice to have.
And testing it through Amazon,
through book titles and if there's ads
run against that topic on Google.
That's your opportunity to build
an incredible Lead Magnet for your SaaS business
that converts great customers
that are in market and ready to buy.
As per usual, I want to challenge you
to live a bigger life and a bigger business
and I'll see you next week.
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