Designing Lead Magnets That Spark Buying Behavior - Asmita Jason

00:02 Hello, I'm Asmita and today I wanted to talk about designing lead magnets that spark buying buying behaviours. I know we have heard a lot about lead magnets, but we look at them as oh, it's just a freebie, it's just a list building thing. So today I want to look at lead magnets, not just as a freebie, but something that actually sparks the buying behaviour and as a first step into your buying funnel or the buying journey.

00:25 So let's get started. So if you don't know me, I'm Asmita i'm a business growth and visibility coach i love helping people actually build businesses that work for them. And my goal thing is teaching about email marketing so when I relaunched my business after becoming a mum, right now I'm a mum of two. I had to change my strategy it wasn't like showing up on social media always wasn't possible, even though I loved it. I had to see some other ways which could give me some time with myself, some time with my kids to adjust with the new lifestyle that I was going into while still make money and that's where I discovered the power of email marketing.

01:02 So I have seen results like OK, in just 30 days, grow your less faster. I have made my less into a revenue generating machine and today I would say that my email list is my biggest revenue generator. Initially it was social media like Instagram so now I love helping people all with email marketing and my offers are all around email marketing. So that's why I'm teaching you about lead magnets that actually spark buying behaviour. So this is my topic today, designing lead magnets that actually spark the buying behaviour.

01:33 So you know what a lead magnets, OK, you're not new to all the lead magnets you know, lead magnet is a free resource which is offered in exchange for an email address. Now we normally see lead magnet is only this, OK, So I give them something for free, they give me the email address. But we don't go beyond that. When you want to look at lead magnets, when you want to spark that buying behaviour, you have to look at lead magnets a step further, a step deeper.

02:00 That's when you're going to spark the buying behaviour otherwise, your people are just going to download the resource, you're going to get the email ID no use oK, so if you follow this literal definition of a lead magnet, you would create lead magnets and you will stay there only you get the email addresses you are stuck there. So this is what I have been auditing for my people for a long time now because I was actually preparing a membership and I was auditing so many people.

02:23 The list growth strategies starting with me, OK, starting with me, because even my list at a point was just scroll lead magnets that didn't back, that didn't actually spark the buying behavior. I had people, all sorts of people coming in to lead magnets and none of them buying something i share a lot about it on my Instagram. But if you go with this literal definition of lead magnet, you are going to sit there, lead magnet people in there, but then I'm going to buy from you.

02:49 So today we're going to look into lead magnets as not just to capture your client data, but to build a long term relationship and not just long term relationship like that free relationship. We want to try to sell them something. I wouldn't say try to sell them, but we really want them to buy something. So these are just some examples of lead magnets. Literally anything you can give is lead magnet. So a great lead magnet solves a small but specific problem for your audience and builds the trust to buy.

03:23 This is very important so normally what I have seen people doing lead magnets is OK, I can pack something for free, People want it, we just go and provide it. That's OK for the top of the final lead magnets, it's OK because they have a different purpose. But the lead magnets that are meant to sell your offers, the lead magnets that are meant to bring in more and more clients for you have to do this work. They have to build trust to buy, not just the trust oK, now I know I have seen a couple of people coming in through my lead magnet say, oh, wow, you gave me so much you're so awesome thus, I'm blown away by this but they don't trust you to pull the credit card if they don't buy from you.

04:02 That's not the trust we're talking about. Your lead magnets have to cultivate them to pay you, to buy from you. Some people would buy today, some people would buy tomorrow some people would buy a month later. But that trust is what I'm talking about. So why most lead magnets don't convert? This is coming from my very own experience as I told you, I share a lot about it on Instagram.

04:25 Because they try to attract freebie hunters who never invest. Now this happens when you give too many things for free or when you give a lot of things for free which are not aligned with your offers. Now I'm not saying that people are freebie hunters oK, so here's the thing. If you attract people who have nothing to do with your business, yeah, I'm going to be freebie hunters in your business because there's no pair of options for them if they don't know. And sometimes what happens is when you keep too many things for free, when you're talking to all the people who are thinking freebie are not serious about their business, you are also going to attract freebie hunters.

05:00 So where does this happen if your lead magnets are too much about just the awareness phase, which like inspire and if you're promising too much how to sing your lead magnet, you're going to attract people who don't want to invest they're trying to solve the problem they're trying to solve the major problems with free things. If you have more of how to's in your lead magnet, the lead magnets are not for that. And your people also know that your people know that they cannot solve all the problems with the lead magnet or all the problems with the free thing.

05:30 They know they have to pay for something and that depends on your messaging. So if you lack a clear strategy to connect the lead magnet to your core offers, that's where most lead magnets fail. I had lead magnets which had nothing to do with my core office affiliate magnets. Now affiliate magnets are also not building the trust or momentum towards the fail. Again, they are flopping magnets. So what do I mean here the trust to buy OK and momentum towards the fail. Now people know your people know that they cannot solve all the problems with free things. If if they expect that to be there, that means they are freely and there's no point in attracting them.

06:08 So they already know the free thing is not going to solve all of the problems. So they know there are some paid offs of your. And if you're not talking about those not sparking a buying decision, if your lead magnet is not solving that initial objection or that initial thing that they need, if it's not igniting them, oh, that is the person I have to work with.

06:32 Most people look into different lead magnets, different free trainings to see whether they align with them. And by giving too much things for free, by over promising an elite magnets, you are actually losing that sale. So your goal isn't just sign ups, it's actually creating paying engaged clients. Now a great lead magnet actually bridges the gap between where they are and where they want to be. This is not a paid offer. I know I talk about A to B in paid offers as well.

07:02 So where they are is where they are right now. Where they want to be is joining your offer. So this B ends at when they join your offer this is not where they want to be in the goal. Like if someone wants to have a six giga business, this is not 6 giga business that says this B is where they are today they have the desire of achieving A6 giga business. What is the B investing in you to achieve A6 giga business? So the B of a lead magnet ends where your core offer starts. Your lead magnet has to bridge this gap from wherever they are to get to know you and to invest in you.

07:41 So what are these mini transformations oK, now for this to happen, for this A to B to happen, you have to look into something called as mini transformations. And if you craft your lead magnets based on these mini transformations, you are going to see people buying so many things from you. You are going to see people attracted to your lead magnets actually paying you. That's going to happen. So many Transformation is what gives people a quick win, solving a small but meaningful problem. As I told you, lead magnet people don't expect everything from UVA lead magnet they're looking out for that quick solution or that small win.

08:18 When you're giving, when you give them that small win or that aha moment, it actually builds trust and demonstrates your expertise. So imagine someone who has to work with you, someone who has to start working with you, maybe in a mastermind or something. I would imagine for that sense, if someone wants to start with in a membership on the list, what do I want them to know before they jump there? Maybe some basics. Maybe they want to have some quick wins to get inspired to work further. That has to be the mini transformation you tap in. This is going to prepare your audience for the next logical step that is a paid offer, just to give an example, if I want not as it only email, marketing if I create a lead magnet, which is promising everything about email, marketing that's not what we want, right? Because to learn everything about email, marketing they have to pay you.

09:11 So same thing to learn about everything after transformation, they have to pay you. So what's the first step before that? Maybe inspiring somewhere not what I do is I have lead magnets based on how they could promote the lead magnet or the different ideas for lead magnet. One quick thing now when they get ideas or when they get ways to promote the lead magnet, the logical next step is to come with me create lead magnets.

09:34 Ok, this is for you. Now, what are the many transformations if we go a little deeper and how do you do it? You have to identify your core transformation. Now, this core transformation can be for your entire offers or for your one offer, one single offer, because you're going to have multiple offers. Each offer is going to have a core transformation that's A to B. So I want you to write that B part of it and then map it into single steps.

09:59 Just an example from visibility point of view, known audience to consistent 5K cash loans. So this is A, this is B. Now how do I go into mini transformation like I'm going to have small, small steps. So first step would be to grow an audience. Second step, maybe first step could also be itching down second step could be grow an audience that also could be broken into small, small, small mini sections. The micro you could go the tiniest step.

10:27 That's going to be the best lead management that's specific thing. This is just an example again on email list now if the core transformation is build a climbing email, list maybe the first the, miniest transformation I could choose could be upgrading a checklist about visibility online. Ok, I'm just giving you an example, but what I'm telling you is your core transformation, the mini transformation you choose is the first step before the core transformation. For that you have to break down everything. It doesn't always have to be the first, OK it can also be the center part of it now imagine when I say building a timing email, list there would be some people who already have an email list.

11:06 But my step might have that somewhere like OK, first is this, second is this fourth step, maybe Oh, they already have an email list after that we go into sales. The lead magnet could also be there anywhere whatever steps you write, any step you see you can have in lead magnet which is leading onto the direct next step. Those lead magnets convert. So mini transformation what happens with this mini transformation is it gives your audience a test of success because they're getting that step and then they're so inspired to take that next step with you.  

11:38 Wherever they are stuck, OK, they've already come in some part of the journey they're stuck here. The lead magnet is taking them from here to invest in your offer. They see that success because it's a quick win. They see the move and then then they're ready to invest in it. Now this is again, you would feel it is like repeated just for example, for you, if you really want to create this, take your paid offer, any of your paid offer, not the entire opposite. Write small, small, small, small steps that your audience can implement towards it and give one step, one step in each magnet.

12:14 Avoid being bored don't give everything you're just going to owe when people owe, when people don't act. And it's like, you know, when you give too much in your lead magnets, people don't buy because they think there is so much I have to say there is so much I have to say your lead magnet has to be so simple that they could literally see it the day they download. Don't expect people to come back to it the day they download they have to see it, they have to go through it and they have to get that one quick one.
 
12:40 That's where there's a desire to work with you further and those are the lead magnets that make your people buy from you. Now this is something I really want you to see when you create lead magnets for any step oK, now this is for any step and you have got your mini transformation, you have got your mini step and each mini step, again there are going to be two people. What type of person is they are just problem of it they have no idea about the solution or they're just confused and they're a solution of it people, they know the solution.

13:11 So now what happens here is for problem away people. If you are, if you want to attract problem away people, you'll have to actually educate them like, OK, this is the solution. If that's the step, if you don't educate them and if you just give them a lead magnet with the step again, it's going to fail because they already they have no idea about the solution which you're giving them to implement. They don't know why they shouldn't implement. They don't have the conviction to implement it. They're not going to buy from you again it's like people and lead magnet mismatch and if it's solution number people, if we're trying to attract people who already know that problem, who already know this is the solution, And then you start giving them all the generic lead magnets, explaining them why this is the best build solution, why they should do it all education.

13:56 They want to get bored. They're like, oh, I know it already give me the step, give me that action step. So this is where you need to go now example which I've written here as someone who has no idea now, if you are into website, this is just an example i'm just trying to go off the email marketing and and go into a different section. But someone who has to understand the importance of website, someone who already knows it, they want to launch a website. So understanding whether your audience is problem aware or solution aware helps you craft you could marinate that, meet them where they are and that's how they decide whether they want to buy from you or they don't want to buy from you.

14:35 Many people lose faith because they don't know where the people are. Now normally what we say is get people from problem aware to solution aware in your free content. That's where lead magnets are. That's what we say as social media content, your lead magnets. But some people, despite doing the solution, they also need to know why it's you so your lead magnet for solution aware people would also also talk about why it's you. Now lead magnets now we have seen a couple of things out here, how lead magnets spark the buying behaviour.

15:08 They actually build a trust first now when I say trust, it is not just the no like and trust, it is a trust to pay you. So when they see the minute transformation, when they experience your expertise, when they have that quickly they want to buy from you. Now imagine if I'm trying to solve, I'm trying to get some of my problems solved and there are two of you here, one person, one person, this person, I have no idea who the person is, but from you, I have downloaded your lead magnet. I have gotten that first quick win when I want to buy, I'm going to choose you because I know you.

15:40 I have seen results with you. Even though it was a result of a free lead magnet, that's not going to be the second person out there. So your lead magnets actually activate your audience by solving a small part of the problem because your people, the high clients, as we always say, know that they cannot solve all of the problems in lead magnet. So they are also not looking for it they're looking to solve that small, tiny section or they're looking to see what is your solution or they're looking to see how we deliver that expertise and that creates the momentum for the more meaningful purchase maybe one purchase, 2 purchase they purchase, that's your client lifetime value.

16:20 So a strategic lead magnet is not only that informs, it activates and inspires them. And when I say activates and inspires again, I'm going to tell you avoid how to lead magnets i might have it in the slides next, but a best lead magnet is what is going to leave your audience wanting more and more from you. So if I download something from you, I should feel like, oh, I'm going to explore more of her stuff. It shouldn't be that. Oh, wow, she has so many things in lead magnet.

16:51 Let me mark a date in my calendar to go through it. You failed, you failed there. So the moment people download a lead magnet, they should consume it, they should take action and that's how they're going to come and buy from you further. So this is very important thing again, I know I'm talking about the mini transformation solution, about problem aware, but this is where I have seen a lot of you go wrong, including me. Your lead magnets are not aligned with your offers sometimes and lead magnets are so broad, they have nothing to do with the offers that we want to sell.

17:25 Literally this, even though it sounds very silly, but this is where I have seen most businesses fail because the lead magnets have nothing to do with the core offers. Your lead magnet has to naturally lead people into, you know like paid offer. It has to naturally lead. That's why I told you like A to B, the B of a lead magnet is entry into your core offer.

17:51 I know there were there were times when we used to create lead magnets, which were like very genetic, which others are creating just to grow list that is, I wouldn't say that is the face even now because so many more and more options coming up being available for people your lead magnet has to be the first step to your core offer. If you have a disconnect between both, you're going to reduce your convergence because people don't know what to do next, why they should choose you the next. Ok, so always start with a mini transformations your lead magnets are always going to be aligned there.

18:23 This is again going on the transformation, but only a well designed lead magnet. A well aligned in magnet creates a seamless journey, free to bait, free to bait every step you could have a lead magnet. It is not only at the entry level, even at the highest level of your offer, you could have a lead magnet, but that also knows how to seamlessly get people from free to bait.

18:47 Just some common mistakes, which I want you to avoid. Avoid how to You don't have to teach people how to in your lead magnet. When we teach how to in lead magnet, what people do is they mark a time in the calendar to go through it later because there's so much of content input. You lose that same, you lose that person. Don't be too gentle or too vague. Try to be specific. One problem, that one solution again, you're going to inspire and activate them.

19:14 Don't overload them with information. If you overlook them in information, they would never buy it from you. Ok, so that's all a little bit key takeaways if you've been watching me for the last 15 to 20 minutes. Always focus on many transformations whenever you create lead magnets, make sure lead magnets are aligned with core offers. Also know where your audiences in the urban space like either their problem away or solution away and then avoid overwhelming. Overwhelming lead magnets never lead to sale.

19:48 The most and the most simplest lead magnets lead to sale. A well designed with intention lead magnet can do more than just growing your list. Lead magnets are not just to grow your list, they can actually prime your audience for meaningful purchases. Ok, that's all and thank you for giving me your time to let me know whether you like it or what was the favorite part from it.