80. Choosing the Perfect Topic For Your Lead Magnet - Shine and Succeed
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80. Choosing the Perfect Topic For Your Lead Magnet

01 December 2020 | By Salome Schillack

In today’s episode of The Shine Show you’re going to learn how to easily choose the perfect topic of your lead magnet so that you can hook in your dream clients from day one.

I’m breaking down exactly how the funnel works, how to find out what your audience wants at each stage, and the most important hack of all: how to learn how to give people what they WANT instead of what they NEED.

That one little hack will revolutionize your sales copy and get your lead magnet sounding so irresistible that your ICA subscribes like *that*. You’ll know when you get it right. If you get it wrong, it’ll be crickets. But when you get it right…people tell you. They’ll leave comments on your social media posts and ads and send you emails dripping in gratitude.

Tune in now to find out how to capture your ICA’s attention from the very first ‘How you doin’?’

When you subscribe and review the podcast not only does that give me the warm and fuzzies all over, it also helps other people to find the show.

When other people find the show they get to learn how to create more freedom in their lives from their online courses too!!

So do a good deed for all womenkind and subscribe and review this show and I will reward you with a shout out on the show!!

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Salome Schillack:

You are listening to episode number 80 of The Shine Show. And in today's episode, we're going to talk about choosing the perfect topic for your lead magnet. Before we jump into that, I want to give a huge shout out to a few wonderful listeners who have taken the time to write and review our podcast on iTunes.

Salome Schillack:

The first one is Liezel Sidai in the US. Liezel said, "I was looking to learn what's working now for running online ads. I downloaded all the episodes of the show and binged them. After a couple of weeks, I felt for the first time, like I have a confident handle on Facebook ads. Now people are coming to me asking about Facebook ads advice." Liezel, that makes me so happy. I am very glad that you are able to learn here.

Salome Schillack:

Adam says, "My engagement is on fire." I know Adam has been running some engagement ads from what he learned here on my podcast and what I shared on his podcast as well. He has the Podcasting Business School, if you want to check Adam out.

Salome Schillack:

Then I've got Tracy McKenzie who says, "Salome and The Shine Show were recommended to me and I can see why. Straightforward information and advice delivered with humor." Thank you, Tracy. I think I'm very funny, but I don't think everyone always agrees with me. "Great motivation. Thanks Salome." About the launch, yay, Tracy, keeping my fingers crossed for that launch for you.

Salome Schillack:

And then I have someone who called themselves, hear for this, in South Africa, who said, "I am not a tech person. Not at all. Since I've been listening to Salome's podcast, I finally understand terms like pixel, CPM, and other phrases that made my eyes glaze over. And more than that, I actually want to implement the strategy Salome outlines. This podcast is gold. Thank you for such a great resource." You are very welcome my friend in South Africa.

Salome Schillack:

All right. Well, I would love to give you a shout out. I would love to read your amazing review. If you have an amazing review for me, please go to iTunes and rate and review the podcast. It helps us be able to be found by other people who needs this content as well. So if you love it, head over there and rate and review us. All right, let's jump into the episode,

Salome Schillack:

Giving up your time and freedom to make money is so 2009. Hi, I'm your host Salome Schillack, and I help online course creators launch, grow, and scale their businesses with Facebook and Instagram ads so that they can make more money and have an even bigger impact in the world. If you're ready to be inspired, to dream bigger, launch sooner and grow your online business faster, then tune in because you are ready shine, and this is The Shine Show.

Salome Schillack:

Yesterday I called the veterinary clinic where I like to take Odie when he needs to see the vet. And to give you a little bit of background, the vet I see works at one of these chain vet clinics. And the one that I like to go to is a couple of suburbs away from me. It's in Ashgrove and I live in Bardon. There is one of these vet clinics in Bardon, like literally I can almost roll out of the bed and be there, but because I like this vet, I drive two suburbs away to Ashgrove. So I call them to make an appointment because Odie needs to be vaccinated and my little puppy dog also needs chronic medication to help him deal with his anxiety. We think he had a bad previous life or something, but he deals with some serious anxiety issues. He's on antidepressants basically.

Salome Schillack:

So I called them and I say, "I just want to make an appointment for Saturday morning. Odie needs his vaccinations and he needs to get a script for his meds." And I hear the vape in the background, talk to the receptionist that I'm talking to. And I hear him say he needs to be sedated for the vaccines because he bites. I'm listening to him and her have a conversation about this and I said, "Yes, that's right. Every other vet that has given him vaccinations have sedated him, but in the past, they've completely knocked him out." And this is a little piece of the detail that I didn't know. So when he said Odie needs to be sedated, the image that came to my mind is what I've always seen, where they completely knock them out. Like literally inject something that knocks them out and he's asleep for the whole story.

Salome Schillack:

I'm overhearing the conversation between the vet and the receptionist about the need to sedate Odie. And I hear her say that, "You will just dispense it here in Ashgrove." She says that to the vet. I'm not paying much attention to that. And so she comes back to me and she say, yes, everything is arranged, but the vet will see me at the Bardon clinic. The one that's closer to my house on Saturday morning, which is great for me because it means instead of having a 15-minute drive to get there, I literally have a two-minute drive to get there. So that's awesome. But she also says, she says, "He'll see you on Saturday morning at the Bardon clinic, but he's going to dispense the meds from Ashgrove." And I have no idea how that pertains to me. I'm kind of going, "Okay, great, good for him. I'm happy for him that he's going to dispense it from there." I have no idea what the implication of that is on me and on my time. So I say, "Thank you very much." And I hang up.

Salome Schillack:

And then later that day, I get a call from the vet clinic again, from the receptionist. And she just says she just wanted to let me know that the meds have been dispensed. And again I'm like, "Well, good for you. Good for the vet. I'm really happy for you guys." And I say to her, "Well, I'm a bit confused because I have no idea how that is important to me. Is he not just bringing the meds with him to the Bardon clinic on Saturday morning?" And so she says no, it's an oral medication that he has dispensed, and I'm going to have to give it to Odie a couple of hours before I bring him in.

Salome Schillack:

And all of a sudden, we're on the same page because now I have a very important piece of information that there is a role I'm playing in the dispensing and the giving of the meds to Odie. All of a sudden, now I'm paying attention to what she's saying about the dispensing of the medication. Now I realize, "Oh, that means I have to drive the two suburbs, the 15 minutes to go and pick up the meds on Friday afternoon, because I'm going to have to give it to Odie a couple of hours before his appointment on Saturday."

Salome Schillack:

I wonder how it's going to go because I've only ever seen other vets really knock him out. I hope he's not just going to be sleepy and even more confused, but we'll see how it goes. And now I have a Friday afternoon activity to go and pick up the meds so that I can sedate my dog on Saturday before I take him to the vet.

Salome Schillack:

The reason I tell you this story is because there was a very important piece of information missing that the receptionist didn't share with me. And before she shared it with me, the whole dispensing of the medication had nothing to do with me, didn't matter to me, wasn't on my radar, and I didn't understand why she's sharing it with me because I don't care. But after she shared with me why I should care and why this is important to me, all of a sudden, I was like, "Oh, okay." And then I had to shuffle things around to make sure that I can make this happen. So the importance of not just giving people the information they need versus helping them see that it is exactly what they want. That is what this experience with the vet really taught me. Is that she was giving me the information I needed, but I did not need this information. It was not important to me at all. It didn't matter to me one little bit until she explained to me why it matters to me.

Salome Schillack:

And it's kind of this same thing when we create lead magnets. Because when you learn how to create a lead magnet and how to pick the right topic for your lead magnet, what happens is you instantly attract more leads, you massively reduce your lead costs when you run ads to your lead magnet, and you increase your ability to help more people. Today on the episode, I'm going to share with you two ways that you can choose the perfect topic for your lead magnet so you can attract more leads, reduce the cost when you run ads for your lead magnet, and increase your ability to help more people. The first way that we're going to do this, the first way we're going to talk about doing this is we are going to give them what they want instead of giving them what we feel they need, or what we believe is going to help them the most.

Salome Schillack:

Back in 2017, when I was still working as a pharmaceutical rep, I spent six hours a day driving around in my car, going from GP practice to GP practice, to talk to the doctors about the drugs that I was selling. And I tell you, when you spend six hours a day in your car, you can work through a lot of online marketing training. I worked through many, many, many online courses in my car.

Salome Schillack:

One of the things that I remember from driving around in my car then was a story that Ryan Deiss, the founder of DigitalMarketer was telling. And the details escape me. I tried to look it up, but I couldn't find it. But he tells this story of a woman who published a book that looked at and explored the different ways that people fall in love. And the name of the book was something like... I'm paraphrasing because I don't remember the exact details. It was something like Interstellar Love or something like that. I feel like there was some element of the sky and the stars and love in the title of this book. And this book was a massive, massive flop. It didn't do anything.

Salome Schillack:

And many, many, many years later after the book came into the public domain or something and the copyright expired or a publisher picked it up, read it and thought, "Wow, this would do great with a different title," they renamed it to something along the lines of, How to Make Every Woman Fall in Love with You. Now it's pretty clear that a book called Interstellar Love is not necessarily going to appeal to anyone because nobody goes to bed at night thinking, "Man, if I can just have interstellar love..." But a lot of guys, and maybe even some women go to bed thinking, "How do I make every woman fall in love with me?" And so they literally published the exact same book, but with a different title and all of a sudden it became a best seller.

Salome Schillack:

And so what I want you to think about, and what I want you to see here is that there is a way to package up what you give people in such a way that it captures exactly what they want. It doesn't have to change the content of what you give them, because you're going to have to give them what they need to get the result that you promised them, but what you call it and how you attract people to it has everything to do with what they most want. So think about that moment, that... I feel like there must be like a fraction of a second, just before we fall asleep at night, where our guard is down, our stress levels are coming down and we're able to really touch base with our hearts and our souls. What is it in that moment that your ideal customer goes, "Man, if I can just have that, my life will be so much easier." Because I'm willing to bet, you already have about seven things that you can turn into a lead magnet that will give someone that thing that they most desire. You've just never packaged it up that way.

Salome Schillack:

And that reminds me of a conversation I had with one of my students today. We were unpacking her launch results and she did an amazing job. She has a membership, it's a low dollar membership, I think $24 a month. And she just did a launch where she sold people into a paid workshop and from the workshop then sold them into the membership. And she did phenomenally well. We were looking through her numbers and she showed me that from the people who signed up for the paid workshop, about 33% of them converted to members for her membership. Now 33% conversion rate for an email list is absolutely phenomenal. To have a 33% conversion from people who joined the workshop to people who signed up for the membership is absolutely spectacular. It's amazing.

Salome Schillack:

But then we started talking about her email list and I asked her how many of the people that were on her email list that did not sign up for the paid workshop, ended up becoming members. And you would assume that there would be at least some people on the email list who isn't necessarily interested in the workshop or the timing for the workshop is just not right. And they're not going to sign up for it, but they're already sold on becoming a member of the membership. And then she said there were only about five. It was like negligible. She said a negligible number of people signed up. So we had a conversation about her lead magnets that she's running ads to, and that she's using to attract people to her email list and how it would appear that possibly the lead magnet she's using right now is bringing people into her email list that might be more interested in just free content. They are just beginning, they're not really taking it seriously, and they just want the free stuff. So we brainstormed a few things and a couple of things came to light.

Salome Schillack:

The one thing that came to light was she said that what her ideal customer really, really wants is she wants time for herself. She wants to give herself the gift of time for her. She wants to do something for herself. She kind of said, it's like, she wants to go to yoga without going to yoga. Which I really like because it's like, I know exactly what she means. We know what she means when she says they want to go to yoga, because going to yoga is kind of in this circle, the way that most of her friends invest in themselves and spends time with themselves instead of the kids and all the things, but she doesn't want to do yoga. She wants to paint.

Salome Schillack:

And so she does these mini classes inside her Facebook group, where she teaches people how to paint something just on a Tuesday afternoon, they paint something. And I said to her, "Well, why don't you take one of those classes and turn that into a lead magnet?" Because if these women want a small win, if they want to spend an afternoon and walk away from that afternoon with something that they've painted, that gives them the win that they want. And that would make for a much better lead magnet than a guide to where to go and buy your paint brushes or how to mix color guide. Now we're giving the ideal customer, the thing that she most desires and we're giving it to her in a mini way.

Salome Schillack:

And my student is... She's already giving this to them anyway, but she's giving it to them every Tuesday in a Facebook group. So why not bring this ideal student of hers in with one of these mini workshops and then keep her engaged? Every Tuesday, have her paint something, until she's ready to sign up for the paid workshop where over the course of a week, she paints something a lot bigger.

Salome Schillack:

You can see the difference here between the lead magnet that guides you to know where to get your tools for what you're going to do or how to [inaudible 00:00:18:23]. Because frankly, she doesn't go to bed at night worrying about where she's going to buy her paint brushes. She doesn't go to bed... It doesn't entice any feelings for her. It doesn't bring up any feelings for her. Give her the win, have her create a painting in less time than it takes to attain a yoga class. Now you've really got her. So we are going to see how this lead magnet does and this lead magnet, it's super easy because it's something the student is already doing anyway.

Salome Schillack:

The other little piece that I want to share around this concept of giving them what they want and not what they need or giving them what they want instead of what we think they need, is something I often see with business coaches or marketing coaches, where we solve such big problems for our customers, that we really struggle to create lead magnets that solve small problems, specific problems and tangible problems. It might show up in something like a business coach might create something like a one-page business plan. Again, it's one of those things where goodness, me, I don't think anyone goes to sleep thinking, "Oh, if I just had a business plan." We know that they need a business plan, but they probably go to sleep thinking, "Oh, if I can just get in front of more people, if I can just get more leads into my business." Or they go to sleep going, "If I can just sell more of my thing to more people." Those are the kinds of things people actually go to sleep worried about.

Salome Schillack:

Or the ultimate guide to getting your business online. And then it is a mega, mega download that just overwhelms people. And maybe what someone set out to do is to help their ideal customer, understand everything they need to do to get your business online. In the process, what they've done is they've just perfectly overwhelmed their audience. I will confess that I have stepped in this one as well. I created the ultimate guide to launching an online course with Facebook and Instagram ads and put everything I know about launching an online course with Facebook and Instagram into this 40-page document. And you know the funny thing that happens when you put a lead magnet out there, that's not quite sure hitting it with your audience? Is you get this eerie quiet. It is just quiet. No one gives you feedback. No one responds. No one does anything. You don't hear anything from anyone.

Salome Schillack:

Whereas if you create a lead magnet that actually works, your email inbox explodes with people telling you how awesome this thing is, your Facebook page explodes, your Instagram explodes. Your ads have comments on them that says, "Oh my goodness, this thing is amazing." I have that with the five-day video training that we do, where we teach list builders how to get their first list-building ad up. But with the ultimate guide to launching your course with Facebook and Instagram ads, I got nothing.

Salome Schillack:

And then when I asked my paying students, my A-Lister and Launch Lounge students, what they thought of it? Again, I got that incredibly blank stare, and then very quietly, one of them piped up and said, "I opened it and saw it's 40 pages and then I put it down." And then a few others started saying, "Yeah, I looked at it and didn't get it. It's too much." And someone else said, "I looked at it and thought, 'Whoa, this is like not Sunday afternoon quiet reading. This is like focused study.'" So missed the mark there. Be careful with the ultimate guides because they are often the ultimate guide to how to be overwhelmed.

Salome Schillack:

What I do want to share with you, what works really well in the business coaching and marketing coaching space is things like: Three super easy hacks to triple your Instagram following overnight. And you might not be an Instagram coach specifically, but if you're a marketing coach and social media is a part of what you do, why not give them a specific win, give them a specific win. We give them something easy they can do and see results straight away.

Salome Schillack:

I love that Brendon Burchard is running a start your dream business in seven days challenge. Now that's business coaching again, there. He's going to coach you on business, but start your dream business in seven days challenge, it's chewable. I feel it's not the ultimate guide to starting your dream business. It's started in seven days and it's a challenge. There's going to be other people, there's going to be community, you're all going to be working together, you're going to be rolling up your sleeves and doing stuff. And this is specific enough to attract someone who's considering starting a new business.

Salome Schillack:

I found an ad by Brooke Castillo. I love this one. She says, How to Navigate the Holidays with Family. That's her offer. It goes to a video or a webinar or something. It goes to some class that you have to sign up for. It's probably like a long form video that she does, that probably leads into a sale for The Life Coach School, but I just thought it's so clever. How to Navigate the Holidays with Family. Raise your hand right now for me if you have gone to bed recently realizing that the holidays are around the corner and you've gone, "Oh, how am I going to navigate my family this holiday?" Yeah, there's benefits to being an immigrant. I don't have to spend Christmas with my family. No, that's terrible. I love my family. I want to spend Christmas with them all the time.

Salome Schillack:

Let's recap. Point number one is give them what they want. Don't give them what you think they need. Wrap it up so that they want it. That's number one.

Salome Schillack:

Number two is consider where in your funnels they are. And when I say that, what I mean is there's a timeline for you to build the relationship with your ideal customer, where you strategically take them from, "I've never heard of you. I don't know who you are," to possibly where they see you in an engagement ad and they go, "Oh, okay, hello. Nice to meet you. I see you," to where you retarget them with a lead magnet, where they opt in for your email list, to where you nurture them on your email list by sending them your weekly podcast episodes, your blog, your Facebook lives. You put them in a sequence where you nurture them. You work on building that relationship with them to where you announced to them that your launch is going to be coming soon. And then you start overcoming their objections to whatever it is that you're going to sell to them. You invite them to your webinar. They show up for your webinar and you sell to them. That there is a progression of a relationship. Also known as a funnel.

Salome Schillack:

It is just a strategic way for you to take people from a point where they are cold, to where they become warm, to where they become warmer, to where they become hot. And in the process of doing that, you are overcoming objections and you are helping them get micro wins along the way. And to do this well, you may need to ask yourself based on the course that you're launching or the membership you're launching, based on what you're selling to them, what do they need three months before your launch? What do they need two months before your launch? And what do they need a month before your launch? Because it could be very well be different things.

Salome Schillack:

If I look at my funnels and I look at the progression of my students, a student who comes into A-Lister is usually just starting out. What they want is an audience of people who are ready to buy from them. And they want it fast. They want to make their first sale fast, and they want to build their social media audiences, and they want to build their email list. And they want to do it fast and easy. They're usually still in day jobs or they have a baby who's due any minute. And so I've got to help them simplify this. I've got to help them shortcut the way to that, but it takes them... Probably it's going to take them a couple of months, if not three months. Some of them, it's going to take a couple of years to get to a point where they have succeeded with that and then go, "Okay, now I'm ready to launch my signature course." And then they become ready for the Launch Lounge.

Salome Schillack:

It's a different conversation that I'm going to have with someone who is a month away from being ready to buy a A-Lister, than someone I'm going to have a conversation with who's a month away from being ready to buy the Launch Lounge. Same ideal customer, different points in time equals different conversations, equals different lead magnets. So ask yourself, what does your ideal customer need six months, three months, two months, a month before your launch. And what do they need between your launches? If you only launch twice a year and you're building your email list in between those launches, what are you going to give them that's going to give them the best value.

Salome Schillack:

I love how James Wedmore does this. He does it so well. In between launches, when he's not in launch mode, the only lead magnet he's running that I'm aware of, and that I could find ads for, is Seven Shifts to Seven Figures. That's what it's called. Seven Shifts to Seven Figures. And it is basically a mindset lead magnet that's going to help you make seven big mindset shifts in your business, that will help you get to seven figures. Now, whilst his audience may say they want seven figures, most of the people who sign up for Business By Design are only working their way towards six figures. But they understand Shifts to Seven Figures, and some of them are already online course creators. Some of them are already membership owners. So they love listening to James talk about entrepreneurship mindset because that's his thing.

Salome Schillack:

And when he is starting to get ready to start launching his courses in the couple of months, three months, maybe it's a little bit more than three months leading up to his launch, he would then start running ads to three other lead magnets. The one is, attract your first 100 leads who actually want to buy your stuff. And the objection that overcomes is the objection people have where they say, "Well, I don't really have an audience." So they don't want to buy Business By Design because they go, "Yeah, James, but I don't have an audience." And he can very clearly overcome that objection well in advance of pitching them BBD because he says, "Well, here's my lead magnet: Attract your first 100 leads who actually want to buy your stuff."

Salome Schillack:

The other one he runs in the lead up to his launch is Nail Your Niche. And it overcomes the objection, "I don't know what my niche is." Now there's a giant difference between Nail Your Niche and Seven Shifts to Seven Figures. Seven Shifts to Seven Figures is relevant any time. Nail Your Niche is specifically relevant to someone when you're going to have the conversation where they say, "I don't know what my niche is." And then James say, "Well, here's Nail Your Niche. And then they go, "Okay. Wow. Yes, I've nailed my niche. What now?" And then the next logical answer is, "Buy Business By Design." So it kind of goes into that period where people are getting ready to buy Business By Design. And one of the questions on their mind is, "Well, I don't have a niche. So how am I going to sell my courses?"

Salome Schillack:

And the third one that he runs in when he's in prelaunch is: The seven tiny tweaks that can help you get big results. And this is really designed for existing online course creators, existing membership hosts, existing entrepreneurs who want to learn how to grow. Maybe they've become stagnant and they want to grow. And so Business By Design can help them with that. And so he says, "Well, here's 17 tweaks that can help you get big results." And I'm willing to bet that if they implement just two of the things that they read in that 17 tweaks, they will see growth. And then naturally they go, "Wow. If you help me this much in a lead magnet, I can't even imagine how much you're going to help me in a paid course."

Salome Schillack:

Just to recap, the number one thing that you're going to choose your perfect topic for your lead magnet is to think about what they want and give them what they want. Wrap it up as what they want, not necessarily as what they need. And then the second thing is you're going to consider where in your funnel, your ideal customer is. And when you do these things, you will be able to instantly attract more leads, you will massively reduce your lead costs when you run ads to your lead magnets, with Facebook and Instagram ads, and you will be able to increase your ability to help thousands and thousands more people and make a bigger difference in their lives.

Salome Schillack:

So tomorrow when I drive all the way to the next suburb to go and pick up Odie's drugs so that I can knock them out on Saturday, when I take him to the vet, I really hope it goes well. I have had some nightmare experiences with this dog and vets. Wish me luck.

Salome Schillack:

If you enjoyed today's episode, I want to let you know that A-Lister is on its way. It is the fastest way to build a lucrative audience online and make your first sale using Facebook and Instagram ads without wasting your money, selling your soul on social media, or getting a tech degree. Enrollment for A-Lister opens on the 13th of January, and you can get on the waitlist by going to shineandsucceed.com/waitlist. I will see you again next week. Bye.

Salome Schillack:

Thank you so much for listening. If you had fun, please come back next week and remember to hit that subscribe button so you never miss a thing.