My husband and I have been house hunting for 3 years now. Through several mishaps (or more likely Godly interventions) houses we have gone after have fallen through. In these three years we have seen close to 100 houses. (By the way, there is nothing fun about this… NOTHING. But, I digress…)
In many of the homes we have looked at there is wallpaper that we know will have to be removed. I have done this job before and if you have too, you know that is SUCKS. If we did embark on this project and I just happen to see two ads in my Facebook newsfeed in a day, one for an “Ultimate Guide to Taking Off Wallpaper” and one for “A Magic Wand that Will Take off Wallpaper as you Blink,” which do you think I am going to go with? (If you happen to have the second, I will gladly take it as a gift.)
The reality is, no one wants more information. Information itself is useless. What we all want is the outcome the information will provide (Tweet this), and if there is something else that can provide us that outcome with an “Easy Button” we will take that over any guide, report or e-book.
The same is true for your platform tribe.
If you can help them solve their problem quicker with a tool, you not only have a new email subscriber, you have a new customer. I have split-tested the biscuits out of this, and tools beat information every time.
Tool ideas for lead magnets:
- Copy-and-paste scripts
- Plans or programs
And then, there’s another strategy that we’ve been testing for our own funnel and for some of our e-commerce clients that has been working better than anything else we’ve tried… ever. And that is, attracting your prospects with information laid out like above, and then offering an opportunity to purchase something for $1 afterwards that can help make their lives easier quickly.
My best performing funnel of all time is one where I offer a free Chapter of “The No B.S. Guide to Direct Response Social Media Marketing” (Information), followed by an offer for 113 social media posts plus bonus images for $1. The first step is something with value (Chapter of a book you normal have to pay for) and the second is a tool that helps you get something accomplished quicker. The tool also includes an option to take a 60-day trial of our Marketing Insiders Elite Club.
This funnel rocks because it is focused around the interests and needs of my chosen tribe of fabulous get-er-done marketers and helps them get their job done faster.
Here it is laid out:
This funnel brings us members for less than $5 each. And since our mission is to empower as many people as possible to get an ROI for their business, this helps us to go a heck of a lot farther with our budget. We have a similar funnel working for several of our clients with comparable results.
Some ideas for you to do the same… (Tweet this)
- Step one ideas:
a. Chapter download
- Step two ideas:
a. Software program
b. Copy-and-paste templates
c. Done-for-you service
d. Completed item you give them like a PowerPoint Template or PopUp for their Website or something like our 113 Posts + Bonus Images
I haven’t done a ton of testing of different price points for step two, but have split-tested free+shipping versus a straight $1 offer, and the $1 offer wins every time.
I know, this may all seem like a lot, and a little overwhelming if you are just starting out, but I know you can handle it. I would rather you take a little more time in this step and really develop your offer than just put together some cheesy “Ultimate Guide” and never get the results you are looking for.
I know you were meant to share your live-out-loud message with the world and so I am going to tell you the BEST way to get it done… not the easiest.
Craving digital sales strategies that produce results? Download a free chapter of the No B.S. Guide to Direct Response Social Media Marketing with Dan Kennedy and Kim Walsh-Phillips.