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If all you’ve been focusing on is creating and publicizing your lead magnet… you might be wondering “when do the sales start rolling in?”

The harsh truth is the sales won’t start until you have the process down to intentionally generate sales from your lead magnet – and in this episode, we’re breaking down the 3 steps to take to make that happen.


Episode 50 – Which List Build Is Right For Me?

Our transcript hasn't been proofed, so there will probably be some errors. Sorry about that!

Alyson Lex 0:04
You've probably heard a lot that in order to get people onto your list, you offer something for free, a free lead magnet, a PDF, a guide, a checklist, maybe a quiz, something to get people to raise their hand, say yes, I'm interested in solving the problem. And I'm interested in how your solution stacks up. But do you know how to actually take them from free lead registrant to now sales call buyer conversion. On today's episode, we're going to break down the three steps that you need to take in order to generate those sales from your free lead magnet. It's very cool. And it's actually a lot simpler than you think. Step number one comes when writing your lead magnet. We want to pepper in case studies and stories into your lead magnet to show how your process works.

Jennie Wright 1:04
I love lead. I absolutely love a case study. And I've actually used these cases sex successfully as well. Case studies are great. And if you've worked with a, you know, if you've worked with a client, or you've created some sort of success even on your own, then you can use your systems of success that you've used in your own business or that you've used with that client to create that case study and sort of get it out in the world, which is great. It's sort of that proof of concept, right? To show that you've done the thing that you're successful at what it is that you do, sometimes people need a little bit of extra proof and it doesn't hurt and as you grow with what it is that you're doing. Adding those sort of proof of concepts really is is a helpful piece.

Alyson Lex 1:47
It can also help you illustrate the examples that you're sharing, right. So if I'm talking about, for instance, improving copy on a sales page in order to to improve the sales rate, I might say, Okay, here's what I did for my client, Nick. And here's the step by step that I took. And here's the result he got it generated an additional 25 to $30,000 in his business. with just some quick changes. It illustrates the point I'm trying to make, while Loki giving me that credibility

Jennie Wright 2:23
also allows the lead that's really the person that's reading it, to sort of see them themselves in what it is that you're doing. I'm good example of this. When I was selling, when I was doing free webinars that was selling a course, one of the case studies that I would share is of a client that did a summit with me. And the summit got them like 1800 and some odd leads, which is not bad, we'll take it. And out of that 1800 and some odd leads, they were able to close something in the range of I think it was 150 VIP packages. And from that they were you know, they had 97 calls booked. And from that they closed $40,000. Right. So I broke it down into examples. And I went a little bit deeper than that, obviously, but I broke it down. So people can be like, wow, that's the possibilities. Because if you don't do that, if the problem that you're solving seems or can create a little bit of ambiguity and how it actually happens, or they just don't know how it works, because I've never gone through the process. Case Studies can allow people to see themselves fitting into the process, and seeing themselves getting a similar if we're better result out of that process. And that really helps them and it helps solidify the way that you do things. And people can actually see themselves participating in that or working with you on that or seeing that you're the person that can help them do it.

Alyson Lex 3:44
As a quick aside, Jenny and I both just did it here. We gave you examples of how we did it. But in those examples, we told you the case studies. And so now if you're listening to this, and you're like, Hey, I'm running a summit, or Hey, I've got some copy, it might be in your head. These Jenny Nelson can help. Right. So it's it's a little bit of just gentle weaving, if you will. You're just bread crumbing is what we call it, we're really just dropping breadcrumbs, about how we help people. And so as you do this, you're going to share it, share an action item, share it to do item, share something that you're teaching, give them that example of what that looks like in your or your clients life or business. And then you can gently if you want, maybe not every time, but remind them that you can help them get results like this. Keep reading to discover how that's going to take them to the call to action that you'll include within your free lead magnet. And that actually that's step number two,

Jennie Wright 4:55
that's the great segue that Alyson likes to create. So it is step number two and that's adding a call to action. Or a CTA, if you hear people say CTA, that is a call to action, unless the relevant call to action within your freebie, there's absolutely nothing wrong with including a call to action inside of your freebies, don't think that you shouldn't. And definitely don't leave it out, because you're leaving an opportunity out that could potentially get you a lead or even a client. So calls to action or anything that gets a lead to take an action from what they're doing. That action can be a an action that leads to a monetary investment, like booking a call where it ends up in a sales call, or get this mini course for, you know, $27, or buy this little product or invest in this membership program that's going to help your business. There's lots of non monetary CTAs, like read this blog, or watch this video, or listen to this podcast, which are all good ways of doing some pretty cool stuff like, you know, taking them to understanding who you are. And what you do.

Alyson Lex 5:55
I do like including the, the mon, if you want to call monetary calls to action book a call many cores buy this thing invest in this, because they've already raised their hand. One thing to really be aware of, is it's very difficult to go from free PDF lead magnet to one or two or $3,000 sale or even a $500 sales talk from a free PDF lead magnet. In that case, you want them to book a call with you. But if you have something that's the 27 $47 level, put it in there, it doesn't work, this is a nice thing about PDFs. They're editable, you can change them. If it doesn't work, just change it.

Jennie Wright 6:41
I like what else and I like what you just said about that having it come from something like having a mid tier or a high tier product, you're if you're going to struggle to do that from the PDF or something like that. And this is where we need you to look at the freebie like the freebie that you're creating. Because if your intent is to sell a coaching program, or if your intent is to sell a $500 course, or if your intent is to sell something of that nature than the PDF, or that's not the PDF, but the lead magnet that you're creating the freebie that you're creating, I would look at what it is and make sure it's the right style of freebie. And we actually talked about this in a previous episode, which lead magnet is the right lead magnet for you and for what occasion kind of thing. So maybe scroll back and look at that. And if we can find it, we'll throw it in the show notes as well. But we actually did talk about this in a little bit more detail. But too quickly. Allison's looking for it right now she's like there is it, because I know she wants to quote it right here. But I'll quickly summarize to say that if your end goal is to sell a high end coaching program, you're probably going to want to do a lead magnet that has a little bit more interaction than a free PDF, because it's a one way conversation. And you're gonna want to create more interaction and more relationship building, right. And if your goal is to take them from the free PDF and sell them into a larger product, because you're not a coach, you sell online products, but then understand that you're going to have to create the right amount of interaction to get them from a free PDF into that. And that leads us into step number three, which is going to be all about the follow up in the relationship building. And Alison is a superstar, she actually found the episode while I was talking. It's Episode 50, which list build is right for me. So go and check that out. because that'll help you understand the right list build for the end goal that you're trying to create.

Alyson Lex 8:36
Well, because she mentioned mine, I want to mention Jenny segue was awesome, because she's right, step three is our follow up. So there are a couple of different ways that you're going to follow up with your people. And it depends on where you're engaging them. Way number one is, of course, email. And frankly, that's the one we're going to talk about the most. But if you're driving them to a group, if you're driving them to your social, if you're driving them to interact with you in a way that's not on email list, you're also including that as part of your follow up, because you're connecting with and engaging with them there. But when it comes to your email sequence, I'm going to nitty gritty a little bit for you right here. You want to automate this, obviously. And we may have an episode all about automation. I don't really know. I'm going to now make Jenny go search because she made me do it.

Unknown Speaker 9:36

Alyson Lex 9:38
you're going to basically tell your system, hey, once they sign up for this, they're going to get an email and I always call this email zero. This is the delivery email that delivers the free thing to them. We do not put this free thing on the landing page or on the thank you page. Okay, you We want to ensure that the email address is valid and that they're looking for us, we want to start to get them used to looking for us in their inbox. This makes sure we stay out of spam. This helps us get that interaction on our email marketing system. So they click it, they open it, they read it, they click on a link in it, it's good on the back end, technically, and I don't know all the magical tech words, but it is a good thing to have. And then we're going to follow up with them through an email series, I typically do eight emails. And so email zero is the delivery email one is just like, Hey, did you see this, just making sure want to make sure you've gotten it and used it and all that good stuff. And then from there, we're now telling them about the offer we have for them that was in the call to in the freebie itself. and encouraging them to check out the details or to buy or to book the call, or whatever it is that we want them to do, we spend the rest of our time with them, further indoctrinating them, telling them a little bit more about us, encouraging them with what they're doing. And reminding them that we can help them take that next step. And that's really what we're encouraging them to do. They've taken step one, which is downloading this free thing. Now, we want them to take steps two and three, booking call buying a thing, right, just the next couple of steps, we're not saying, you know, go all the way to the Emerald City, we're saying take the first step on this yellow brick road with me. That's all we're doing. So your emails don't have to solve all the world's problems, they just have to get them to take the next step.

Jennie Wright 11:48
I did the work, I found some there's a couple episodes and they're actually episodes that are coming up. They're not yet out for us at the moment, at the time that you might be listening to this or they might be. So depending on where you're listening to this episode, you might see Episode 81 is how to uncomplicate your marketing plan. And that was with Tim Fitzpatrick, and he talks a little bit about automation in there. And then additionally, Episode 85, which is going to come up, which is from Welcome to sale. And that's how to engage your audience through email. So there's going to be a few episodes that we're going to deal with this problem specifically with the in terms of automation. So something to think about. And I think we have a couple other episodes, but I ran out of time for looking quickly for those. So we'll find a couple other ones that actually fit.

Alyson Lex 12:37
Okay, so we have engaged them with email. Now we're also going to engage them on social channels in the groups. We talked mostly that the email, like I said, Now, how do we continue that conversation over on social media?

Jennie Wright 12:56
Good point, with social media, the consistency is the key on that. And you want to have that conversation. Because if you if you create a void, meaning you get quiet, you get inconsistent with your email marketing, because you've attracted the lead, they've entered the email, or they've entered your their information into the lead magnet that now in your email list. But if you go quiet after that, then you've created a void, and somebody else is going to fill it. And so you want to make sure that you're creating that consistent content, where they're looking to you for the answers for the things, and also providing a little bit of entertainment. Let's be honest, we are in a tick tock and Igy real world, and that involves entertainment. So not saying that you have to get up and do silly dances and you know, do weird things and fall over and make people laugh. But providing something with entertainment is is key. And one of those things is you know, look at looking where your ideal client is spending the most of their time and engaging in that space. So one of the rules of thumb is, is that if you're going to do any posts on social media, such as Instagram, the recommendation seems to be that you should interact with people who are in your niche about 15 minutes before, post your thing and then interact about 15 minutes after and apparently that helps the algorithms on Instagram understand that you've put this is something I'm learning as I'm doing this. Post it you know, it tells the algorithm what you've done, and it helps show your stuff to more people Shut up. So yeah, Allison's like cool. I just today I learned

Alyson Lex 14:33
today I totally learned well, and so this this entertainment thing and you know, somebody that I've worked with calls it edutainment, right so it's your teaching and keeping them engaged. So I yeah, you don't have to do all the dancy stuff. You don't have to be the dancing bear. But if you sit there and talk monotone and you're just no whatever then People aren't going to be engaged. There are too many other things that can grab their attention.

Jennie Wright 15:05
Yep. And we do way too much of the flicky scroll stuff, for people to be able to watch that I am totally that person, I would love to not have to be entertaining in that particular way. I'm a behind the scenes kind of gal. But I know the needs of the business mean that I have to be out front. So I get out front. And you know, I don't make a fool of myself, because that's just not my persona. But I definitely try and be entertaining as much as I possibly can. Sometimes even a little bit funny. So

Alyson Lex 15:34
three ways. Melody, yes.

Jennie Wright 15:36
Yeah, sorry, insert, no,

Alyson Lex 15:38
lots you were queuing me up. I was like add personality in there. I did a Facebook Live to promote a summit. I'm going to talk about this. Because I was really proud of this. I was vegging in my backyard, just kind of taking a break from it all. And I'm in Maryland. And at the time of this recording, the cicada brood ex has hatched, there are millions of these cicadas. Which by the way, are related to the cricket not the grasshopper locusts are related to the grasshopper, so totally different bug. And I was like, You know what, let me do a Facebook Live about these bugs. And I'll talk about my summer at the same time. Why not? It was something different. It was personal to my life, there was a little bit of, hey, if you want to learn about these bugs, clearly I know about them. And it, it was something that they got a little bit of education out of it, I taught a little bit about conversion. But then I also talked a little bit about bugs, and they saw my backyard a little. So it doesn't have to be this huge, big thing. production value, it can be you doing something, and just interacting on a real level.

Jennie Wright 16:48
So long as it's real content that people actually enjoy them, it's fine. It doesn't have to be three hours to create a 32nd reel on Instagram, I don't have the time to do it. I just don't. So I will do what I can to be engaging and entertaining and have fun and educate as Allison said, and throw some of my personality in. But I'm not going to overdo it. And I'm not going to make a huge production out of it. Because I just can't go there. Just don't you know what I mean? Like I just I just don't have the time. And I don't have the staff to facilitate making that kind of crap happen right now.

Alyson Lex 17:28
I also want to just encourage everyone, when you're making your engaging, educational, entertaining content, the Triple E threat. I don't know I just came up with that. You also want to be calling them to action. Hey, so with my cicada video, I talked about conversion, I talked about cicadas and then I talked about the event that I was promoting. That was the call to action. That was the whole reason for the video. You don't have to do that every post you shouldn't do that every post. But don't forget to do it. The last thing you want to do is train your audience that you're going to give give give without ever asking.

Jennie Wright 18:09
fully agree with that. You can train Yeah, you can train people to be fully into the the freebie stuff. And when you go make an ask they're like, oh, how dare you make an ask of me, Oh, my gosh, you've been you know, you've been working on the the free. And that's it. So three things, three different steps, pretty easy stuff here that I think is going to be relevant to you. So again, step one is pepper in those case studies, and those stories into your lead magnet where it's relevant. Again, that helps really show that social proof. Number two is add those CTAs those calls to action relevant and where it makes sense. And number three is create and use your follow up sequences to really engage those new leads and get them to the sales call, or get them to the thing, right. So that can be an email that can be in social, making sure that you're creating that engagement so they can they continue to look at you as the person that they want to get the information from. Have a couple takeaways from today. Number one, we're going to look at not training our audiences to expect free without the occasional ask. So make sure you're prioritizing your calls to action within your content where it makes relevant sense. And you're doing it on a regular basis. Change up by the way, change that call to action up because at the end of every single email in the PS is book a call book a call book a call in your PS, people are gonna get a little tone deaf. So make sure you change your calls to action and where you put them so it makes sense. Not all calls to action involve an exchange of money. Some calls to action are simply just read my blog, check out the video. Although in a freebie one of your calls to action should definitely be something that leads to something that can convert into some sort of monetary action in exchange for you know, in exchange for money that always does help.

Alyson Lex 20:00
Don't be the dancing bear in email on social in your freebie, I don't care where you are, do not be the dancing bear. But do put your personality and do create content and sales copy, designed to give your people good feelings and a good time about you. All right. And I really loved what Jennie said about ensuring that the freebie that you're offering the lead magnet, the giveaway, whatever we want to call it, is the right one based on what you want to sell.

Jennie Wright 20:35
Here are the really important, I'm going to wrap this up by reminding everybody that we do have our own lead magnet for you to check out so that you can get your 128 different ways of grabbing some content and creating those content generator. It's a content generator, where you can enter some really cool terms, and it pops out 128 really great content ideas for you to start creating that consistent content analysis. And I really encourage you to do go to System to forward slash content, grab it there. It's completely free. And it's there for you. Thanks so much for listening, everybody. We'll be back again soon answering another big question.



Episode 176 – Creating and Filling Your High-Ticket Mastermind with Chris Williams

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