Email Time: Day #29
Originally published: July 14, 2019
1 more day after today. Whoo! Inbox is sparse today, so going to dig through my other email addresses.
This is one my favorite emails to get which isn’t surprising considering a) I’m learning digital marketing and b) he’s a popular marketing guru.
Subject line: How to Find Endless Content Ideas With One FREE Tool
This is such a short email but it’s so effective. This subject line is compelling to me because it addresses a critical pain point: as a content marketer, how do you not run out of content ideas? And of course, the concern that the solution will be expensive. The body starts off with a statistic that reveals a great obstacle content marketers have to overcome: how few people actually read your content. It presents a problem then gives a simple solution. He quickly closes out and then in the P.S. he gives you a couple other links to follow if the main offer doesn’t interest you. This is probably also a way to segment you based on what you show most interest in. I don’t know what else to say about this. It’s perfect. It gets to the point quickly by offering immediate value that you know your audience wants in a way that gets your attention and then offers a couple of other options, just in case.
Today’s article is Neil Patel’s (might as well) “How to Craft Lead Magnets Your Customers Can’t Ignore”.
Lead magnets are one of the best tools in a digital marketer’s toolkit to grow their email list. It’s simply about giving away something valuable for free in exchange for an email address.
There are three questions to ask yourself when brainstorming your lead magnet.
- Does your audience care about it?
- Is there value to it?
- Does it solve a problem and/or give the audience something they need?
So first you need to get to know your audience. Obvious, but important in every aspect of marketing.
First, look at things people are already paying for. He suggests Amazon which is great because I use that as well. Especially the bestselling books section. It gives you an idea of what people are interested in and the reviews help you understand what they do and don’t like about what’s currently on offer.
He also suggests writing a blog post and getting real feedback about what people would be willing to pay for. Even looking at the comments of other people’s blog posts and see what they’re asking for. It’s good to get feedback from people who aren’t on your list what it would take to make them sign up.
He also suggests dividing up your content into categories people care most about.
The toughest aspect of creating a lead magnet is reconciling two goals you’re lead magnet must accomplish:
- Grab attention and interest to get people to opt-in, but also
- Link back to your primary product or service offerings to eventually convert them.
First major pitfall is for your lead magnet to be too vague. Just like any good copy, you need to be direct what the benefit is to your customer. Specifics convinces people.
Second pitfall is amateurish, poor quality. Don’t ever mislead your audience. Don’t promise them something and then don’t give them the best possible value you can. It’s okay if you can’t do it personally, but still get it done.
Third pitfall is if your lead magnet is worthless. Obviously the rest don’t matter if nobody wants it. To make sure it’s not worthless, either have your lead magnet give immediate value or long-term value.
A great lead magnet establishes yourself as a thought leader and creates a new customer relationship.
Alright, one more day and then I won’t be clogging up this feed anymore. Well…at least not for 30 days straight. Until tomorrow!