How to Craft Lead Magnets Your Customers Can’t Ignore
By Neil Patel
Getting traffic to your site is nice, but there’s not much of a point if those visitors don’t convert.
There’s one tactic I use above all others to generate new leads:
A lead magnet.
They aren’t some newfangled tech trend. They’ve been an essential marketing tool for decades.
With lead magnets, you give people something for free in exchange for an email address and permission to send them more offers—for example, a free ebook or an SEO checklist.
However, not all lead magnets are effective.
Let’s take about how lead magnets work and explore how to create one that drives leads.
How Lead Magnets Can Grow Your Business
The lure of ‘free’ is compelling, according to Predictably Irrational author Dan Ariely.
He proved this by giving groups of people the option to select from different Amazon gift cards. Respondents could choose from receiving either:
- A $10 Amazon gift card for free, or
- A $20 Amazon gift card for only $7
If you were to look at that objectively, based on cold hard math, you’d see that the second option was the better value ($13 vs. $10.)
Check out the third column on the far right to see which one won:
It wasn’t even close! Everyone sampled chose the free $10 option instead.
Ariely calls this the Zero-Price Effect because humans don’t see the downside to something that’s free.
Ariely ran a related experiment. They staged a promotion for free tattoos and had people line up outside the store.
These people were waiting in line with full knowledge of what they were doing.
Yet when Ariely asked them if they’d be waiting to get the same tattoo if it wasn’t free, 68 percent of respondents said no!
In other words, people took time out of their busy schedule to commit permanent ink to their skin simply because it was free.
Good lead magnets, when done correctly, have the same effect (albeit without the same long-lasting effects).
They pass along a useful ebook, webinar, or email course, asking for very little (if anything) in return from visitors.
You leverage the power of free to kickstart the first step in your customer value optimization process.
Lead magnets are nothing new.
They get a lot of attention today because of how persuasive and powerful they can be.
One of the best ways to incorporate them today is with a content upgrade. People are already on your site, seeking something out.
Think about it:
They went to Google and typed in something specific to end up on your blog post.
A lead magnet sweetens the pot by providing additional insight on the same exact topic they were reading about.
Brian Dean used the content upgrade strategy to boost his conversions by 785 percent in one day.
Brian Harris of Video Fruit …read more
Source:: Kiss Metrics Blog
