Most of the email marketing platforms will tell you who opens your emails and if they clicked a link, but they don’t tell you who that person is. There’s no information on their business, their interests, their challenges, what keeps them awake at night and what gets their juices flowing.
How did they get on your list in the first place?
If you have a list that is only generated from one lead magnet source, you’ll know the answer to that. But most of us have at least one ‘general’ list, that includes people we’ve met networking, connections from social media, current and former clients, etc. etc. These are harder to quantify. Of course, you could go through your list and search on LinkedIn or see if you can track down their website – but who has that kind of time to invest?
Your general list should not be ignored, especially if they are opening emails. They may become a customer at some point, if you’re delivering great value in your newsletter every week or month. They may also become an advocate and recommend you to other people.
Quality over quantity
That leaves us with the people who have signed up to your lead magnet.
When was the last time you updated this? And how many new signups are you getting currently?
Lead magnets are powerful – but there are two issues to consider:
1: How focused is your lead magnet?
2: Given all the AI available today, what is the perceived value?
Improve your focus
Does your lead magnet attract a wide variety of people? Are they potential customers or clients – or just people looking for a no-cost solution and reacting to an interesting headline.
If you’ve ever downloaded a pdf document from someone’s website, how much of it do you read – and what level of engagement with the creator do you have? I’d bet you have a folder somewhere with several unread lead magnets you’ve downloaded at various times! It doesn’t mean they’re no good; it was just that the challenge they addressed wasn’t at the top of your agenda at the time.
So, how focused is your lead magnet offer? Does it have general appeal or is it very specifically ONLY for people who need your kind of help?
In the call to action, get specific.
‘Download this now if you want [outcome] this year’
‘If you’re a [ideal client description] and are ready for [outcome], you need this now’
You get the idea.
Upgrade the value
Stop delivering average and upgrade to unique!
People are looking for something they can’t just ask AI for. Your proven frameworks, some insight into their problems, something that you know will give them results.
That doesn’t mean you have to give away everything you have, but don’t hold back with something that’s really useful. And then make sure they know this is the first step in a process. If the first step makes a significant difference, they’ll be more than ready to pay for what comes next.
Here’s where AI can help you to craft something really good – with a good prompt. Ask it to help you with identifying what your ideal client will value most. And get creative with delivery. Will it be:
- A ‘how to’ guide
- A checklist or framework
- A quiz with results
- An ecourse delivered by email
- A video training session
- A month’s free subscription to a course or membership
- Access to a free group coaching session
Depending on your business you may have different ideas – and the more creative the better.
So, get more newsletters read by improving your list and upgrading the value you deliver.
