The dreaded eBook lead magnet. Quick, how many ebooks do you have in a folder on your computer waiting to get to read?
A search of my “Free PDF book” folder reveals I have 93 ebooks in there that I’ve downloaded for free from various websites. I’ve probably read less than ten of them.
So what’s wrong with that? Ninety-three people got me to give them my email address and now I’m on their list, right?
Well that’s great, but not consuming the free content they provided to me has erected a barrier to me doing business with them. I downloaded the book, I know the next step should be me reading the book. And the process stops until I do.
They gave me information to look at and I haven’t done it. I feel guilty about it. From the creator’s viewpoint, they put some great info in there that will frame them as an expert. I’ll never see that info if I don’t read the book. But 87 pages of content is just too much. I don’t have time.
If I attempt to wade through the PDF and I find it boring or not helpful, my excitement just died. A high likelihood when you have content of any substantial length.
This is why I spend so much time and effort with my clients in building systems that ensure people consume the content we give them.
Free information is everywhere on the internet. What I really need is for someone to answer my question in a simple way that gives me an immediate win. I don’t need an entire history of the topic and 7 different possible ideas to try. I need someone to tell me what to do. I WANT someone to tell me what to do….and so do your clients.
So what should you do?
- Create short, actionable lead magnets. Something I can consume in under five minutes AND gives me a result. It’s hard to lose someone’s interest in only one page.
- Followup. Followup. Followup. If you’re using a system like Ontraport, you’ll know if they downloaded your lead magnet. That’s at least a start. If I signup yet never download the freebie, the odds of me buying anything are greatly reduced.
- Be a resource for your prospects by SIMPLIFYING things for them. Your job as an expert is to make things easy and tell them what to do. Not to teach them everything you know.
- Just like showbiz, always leave them wanting more.