If they still have things that are holding them back from doing that, from
taking that action, They're not going to buy no matter how great the offer
is, no matter how much value I deliver to them, no matter how
amazing my marketing is. So you need to think about what is the problem
that your offer solves or the transformation that it delivers, and what is stopping
somebody from taking action to start solving that problem or achieving that transformation. Welcome
to Imperfect Action. I'm Steph Taylor. For years, I read all the
books, downloaded all the freebies, and did all the courses, But it
wasn't until I started taking imperfect action that my business had its first million dollars
year. Imperfect action is about doing things before you're ready, prioritizing consistent action
over perfect action, and moving forward even when you're not sure you're doing it
right. On this show, you can expect mindset advice, actionable marketing tips
and strategies to build a business that brings you more profit, more freedom,
and even more joy. You want the list to get my daily businesses.
Every day, I'll send you a bite sized prompt designed to help you grow
your business in a more intentional way. Sign up at Steph Taylor dot co
forward slash dbb, or at the link in the show notes. Hey,
welcome back to in Perfect Action. This is episode seven hundred and ninety eight.
Today's episode is an Ask Steph episode where I'm answering a listener question that
was submitted. Now, if you have a question you would like me to
answer on a future episode, you can submit your question at Steph Taylor dot
co slash asks Steph, and you can submit it anonymously if you would like.
Chances are that if you have a question, somebody else and the audience
is probably thinking it as well. So I really do appreciate all the questions
that are submitted, even if I don't answer them, because there are only
a limited number that I can answer in these shows. Now, today's question,
our listener wants to know how they can use their freebe or their free
lead magnet, the free piece of content that is used to build your email
list. They want to know how to use that to paint a picture of
what their offer or their product can do for their ideal client without giving away
too much. So the question is I'm trying to figure out what kind of
freebie I should make for my main offer. I have a signature method.
I'm a dating strategist, and my big thing is that I'm telling potential clients
that they can change their dating life by having a strategy. My signature intro
offer is my three hundred and sixty five dollars strategy sessions. I know you
say not to give people a taste of what you offer in your freebie,
but I'm not sure what to give them. I already have a blog post
that I share often on why they should have a dating strategy and what it
might do for them. But I'm trying to figure out how my freebie.
How to use my freebie to conceptualize what a strategy might look like and for
them to get a feel for what I do. It can feel kind of
abstract without giving too much away or giving them a reason to say that my
method won't work for them because it's not the full strategy they need to succeed.
Okay, So I know I have talked about this in previous episodes,
where I do say I don't recommend giving the sneak peek or the taster or
the snippets of your paid offer in your freebie, because here's the thing.
So A really common approach when it comes to lead magnets is to try and
give away as much value as possible so that people see how much value you
can deliver and then they want to work with you as a result of that
that it doesn't always work because that works on the assumption that people buy because
of value, which when it comes to things like what you as a dating
coach offer, they're not buying because you're the most valuable. They're buying because
they think that you are the person who's going to help them to solve their
problem in the best way. You are the person who they maybe relate to
the most or they feel the most seen by. They feel like you understand
this situation and you have the right problem for them. Value doesn't always sell.
For example, really simple example, I could see the most beautiful Burbary
coat. Now normally these are like thousand dollars. I can see the most
beautiful Beerverary coat on sale for FO one hundred dollars, and I might love
the coat, and i might be like, oh, this is so valuable,
it's such a steal. But if it's the middle of summer, then
I'm probably not going to buy it, especially since it doesn't really get that
cold here anyway, but I'm probably not going to buy it because I don't
actually need a coat, even though it's super super valuable. The same goes
with your lead magnets for your offers, right or your offers, somebody's not
going to buy your offer just because they see so much value in what you've
delivered in your lead magnet and they're like, oh, if this is how
much value you're giving away for free, then the paid offer must be even
more valuable. That's not how it works, Unfortunately. A more effective approach
when it comes to your freebie or your lead magnet, whatever you want to
call it, is to figure out what your ideal client needs to be ready
to buy the offer that you are selling them. And this is man I
could spend weeks talking about this. I spend an entire module teaching the strategy
behind your lead magnet in detail inside Launch Magic, but I'm going to try
and give you like the shorter overview in this episode. So three main things
that you want to think about when you're creating your lead magnet. Firstly,
where is your ideal client at that point in time where they are now ready
to buy your offer. Where are they and we'll talk about that in a
second. Number two is what are the things that are holding them back from
being ready? What's stopping them from getting to that point where they're now ready
to buy? And then number three is what format is going to help you
to best move them to being ready. So let's break that down. Where
is your ideal client at the point in time where they are ready to buy
your offer? For example, one of my offers is called the Podcast Launch
Plan. It's a course to launch your podcast. For somebody who is ready
to buy the Podcast Launch Plan, they need to be at a point where
they are ready to start taking action to get their podcast off the ground.
Another one of my offers launch Magic, which is a course on how to
sell your digital products, your courses, your programs, your memberships using live
launches, make more sales using live launches. Somebody to who's ready for Launch
Magic needs to be at the point where they are ready to start taking action
to live launch their offer. They need to be ready to start making those
more sales, regardless of whether they have created their offer or not. Okay,
here's the thing. If somebody isn't ready to start launching their podcast,
or start launching their offers, start using live launches. If they still have
things that are holding them back from doing that, from taking that action,
They're not going to buy, no matter how great the offer is, no
matter how much value I deliver to them, no matter how amazing my marketing
is. So you need to think about what is the problem that your offer
solves or the transformation that it delivers, and what is stopping somebody from taking
action to start solving that problem or achieving that transformation. Then that leads us
into number two. So what are those things? What are the things that
are holding them back from being ready? For example, with the podcast launch
plan, the things that are stopping somebody from starting to take action to launch
their podcast are things like I'm not sure what I would talk about, the
equipment is expensive, the tech's really hard to set up, or for launch
magic, I'm not ready to launch because my audience is too small to launch
yet. Or I can't launch it because I haven't created my offer yet.
I need to go and create my entire course first before I can start to
life launch it. Now, I know that these things aren't valid reasons,
right because your podcasting equipment doesn't have to be expensive, the tech can be
simple. You can start live launching your offers before you have created them,
because live launching takes a while. You can launch your offers with the small
audience because live launching is something you do over and over and over again.
And look, I've got plenty of episodes in the back catalog around that,
so I'm not going to talk too much about that in this episode. The
key thing that I'm getting at is my lead magnet is there to deliver those
mindset shifts around these things. It's there to show them that actually, podcasting
equipment doesn't have to be expensive, the tech can be easy. Rather than
saying, well, here's a free ebook walking you through how to launch your
podcast step by step, and then on the back page being like, by
the way, this is how we can work together, which is what a
lot of people do. And the thing is that somebody who doesn't yet know
what topic they would talk about in their podcast, they're probably not ready to
start working through those steps anyway. Then step three, what format can you
use to deliver these ships, these mindset shifts. For example, with the
podcast launch plan, I have a free masterclass, and in that masterclass,
I bust these myths. I call out these things that they currently believe about
podcasting, and I show them why they're actually myths. For example, I
actually show them a photo of my very first podcasting microphone, which is really
cheap, and I used to have this little pink sock that I put over
the microphone to make the sound quality better. So I show them, hey,
you can actually get a show off the ground with fairly basic equipment.
You don't need to have the thousand dollars microphone from episode one. And I
also help them to figure out what their topic would be, what their podcast
topic would be, so they know what they're going to talk about. Once
they realize, oh, this is my topic for my podcast, and all
the equipment's kind of cheap, suddenly they're a lot more ready to go and
start their podcast. It feels a lot more real for them. Now,
what format can you deliver yours in? There isn't a right or a wrong
format. I personally I love workbooks. I think they're a great tool for
self reflection, particularly if your ideal client has been making mistakes when it comes
to trying to solve the problem they're experiencing. Now, for our listener,
who has written in since that you are, since you are a dating coach,
I suspect that there's probably some self reflection that maybe your ideal client needs
to do before they realize where they've been going wrong and realize that they need
a strategy. So something like a workbook journal prompts an audit. I love
audits. For example, I had a launch audit for a while where I
got people to go through and answer, you know, yes or no to
certain questions, and that helped them to see where their previous launches had gone
wrong and where they needed to improve the next time they launched. And then
that tied in beautifully with Launch Magic because now they knew their mistakes, they
knew what they needed to focus on, and they could go into launch Magic
and focus on the things that they needed to improve to have a better launch
next time. Master classes longer mini courses. These are great for nurturing people
quite deeply because you are teaching to them. They're probably seeing your face,
they're hearing you. But the completion rate might be a little bit lower,
or if it's a master class, the sign up rate might be a little
bit lower because they have to set aside a date in a time to watch
the master class rather than say an ebook, which is really easy for somebody
to download. They might skim read it, but they might not interact with
it in a really meaningful way, so it's probably not going to nurture them
as well as a master class or a mini course. So there are a
couple of ideas for you. Hopefully that helps you to come up with some
deeper ideas. I'm also a very big fan of talking to your ideal client
before you go and come with the idea for your lead magnet, because listening
to the way that they explain the problem, listening to the way that they
tell you what they're struggling with, that's going to help you to come up
with a really solid idea for your lead magnet. And if you use the
language that they use to describe the problem, then you're going to be able
to communicate this free lead magnet in a way that resonates with them. It's
going to be in their language. It's going to speak to the problem that
they are experiencing, so they're going to be like, oh, this is
what I need, rather than coming at it from the expert perspective where you're
talking about like in this example, you're talking about, Oh, you need
a strategy, and they're like, oh, but I don't need a strategy,
I just need this, this, and this. So we're actually talking
to them in their language. So there we go. Three things to think
about. Where is your ideal client at the point in time where they're ready
to buy your offer, what are the things that are holding them back from
being ready? And what format can you use to best deliver these mindset shifts.
Now, if you have a question that you would like me to answer
in a future episode, head on over to Steph Taylor dot co slash ask
Steph I will. I love to see your questions. I love to read
them all and answer them in these episodes. And now, if you've learned
anything from this show so far, please take thirty seconds to leave a quick
rating and a review. I've read all of them. It means a lot
to me to know that I'm not just talking into an empty microphone, that
people are actually listening. So please do take a quick minute thirty seconds to
leave that rating and a review. Thank you so much for listening. Catch
you next time.