Lesson 24: How you’re going to get Sam into your email sequence (and keep him there)
All about planning your lead magnet
I’ve seen a tragic number of websites that act as if just giving Sam the ability to type in his email address and click a button is going to magically make it happen.
I’m afraid those days are long gone. Nowadays, with spam being what it is, and also with so much great information available on the web, Sam is just totally overloaded and has no desire whatsoever to add to his email woes. So you need to come up with a decent “lead-magnet” — something that will attract him enough to raise his hand and say, “Yes, I’m interested,” by giving you his email address.
I think a lot of people believe that asking Sam to do this is basically cost-free. That the value is all on his side. Which is why you see a lot of poor lead-magnets.
After all, he’s getting something for free, right?
But really, getting something in exchange for his email address is patently not free. Remember the value pyramid — just because you’re not asking for money doesn’t mean you’re not asking for something. Opting in to an email list is a transaction, and as such it comes with a cost. That cost includes the time and emotional energy of sorting through email and organizing an inbox.
So your lead-magnet needs to be a “Godfather offer.” An offer he just can’t refuse.
What does such an offer look like?
Well, I’m obviously not in a position to give you details specific to your ideal customer — but I can give you principles which you can use to formulate an offer that will work well for you:
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