1 00:00:00,040 --> 00:00:02,879 If they still have things that are holding them back from doing that, from 2 00:00:02,879 --> 00:00:07,200 taking that action, They're not going to buy no matter how great the offer 3 00:00:07,280 --> 00:00:10,160 is, no matter how much value I deliver to them, no matter how 4 00:00:10,240 --> 00:00:13,880 amazing my marketing is. So you need to think about what is the problem 5 00:00:13,880 --> 00:00:18,079 that your offer solves or the transformation that it delivers, and what is stopping 6 00:00:18,079 --> 00:00:24,440 somebody from taking action to start solving that problem or achieving that transformation. Welcome 7 00:00:24,480 --> 00:00:28,239 to Imperfect Action. I'm Steph Taylor. For years, I read all the 8 00:00:28,239 --> 00:00:32,520 books, downloaded all the freebies, and did all the courses, But it 9 00:00:32,560 --> 00:00:37,200 wasn't until I started taking imperfect action that my business had its first million dollars 10 00:00:37,240 --> 00:00:44,119 year. Imperfect action is about doing things before you're ready, prioritizing consistent action 11 00:00:44,399 --> 00:00:48,759 over perfect action, and moving forward even when you're not sure you're doing it 12 00:00:48,840 --> 00:00:53,640 right. On this show, you can expect mindset advice, actionable marketing tips 13 00:00:53,920 --> 00:00:57,960 and strategies to build a business that brings you more profit, more freedom, 14 00:00:58,159 --> 00:01:03,560 and even more joy. You want the list to get my daily businesses. 15 00:01:03,960 --> 00:01:07,280 Every day, I'll send you a bite sized prompt designed to help you grow 16 00:01:07,319 --> 00:01:11,359 your business in a more intentional way. Sign up at Steph Taylor dot co 17 00:01:11,599 --> 00:01:18,040 forward slash dbb, or at the link in the show notes. Hey, 18 00:01:18,200 --> 00:01:21,799 welcome back to in Perfect Action. This is episode seven hundred and ninety eight. 19 00:01:22,319 --> 00:01:26,920 Today's episode is an Ask Steph episode where I'm answering a listener question that 20 00:01:27,280 --> 00:01:30,079 was submitted. Now, if you have a question you would like me to 21 00:01:30,120 --> 00:01:34,640 answer on a future episode, you can submit your question at Steph Taylor dot 22 00:01:34,640 --> 00:01:38,640 co slash asks Steph, and you can submit it anonymously if you would like. 23 00:01:38,959 --> 00:01:42,599 Chances are that if you have a question, somebody else and the audience 24 00:01:42,640 --> 00:01:46,280 is probably thinking it as well. So I really do appreciate all the questions 25 00:01:46,319 --> 00:01:49,599 that are submitted, even if I don't answer them, because there are only 26 00:01:49,599 --> 00:01:53,560 a limited number that I can answer in these shows. Now, today's question, 27 00:01:53,159 --> 00:01:57,359 our listener wants to know how they can use their freebe or their free 28 00:01:57,439 --> 00:02:01,680 lead magnet, the free piece of content that is used to build your email 29 00:02:01,719 --> 00:02:05,599 list. They want to know how to use that to paint a picture of 30 00:02:05,719 --> 00:02:09,879 what their offer or their product can do for their ideal client without giving away 31 00:02:10,039 --> 00:02:15,479 too much. So the question is I'm trying to figure out what kind of 32 00:02:15,520 --> 00:02:19,199 freebie I should make for my main offer. I have a signature method. 33 00:02:19,240 --> 00:02:23,080 I'm a dating strategist, and my big thing is that I'm telling potential clients 34 00:02:23,319 --> 00:02:27,360 that they can change their dating life by having a strategy. My signature intro 35 00:02:27,439 --> 00:02:30,240 offer is my three hundred and sixty five dollars strategy sessions. I know you 36 00:02:30,280 --> 00:02:34,000 say not to give people a taste of what you offer in your freebie, 37 00:02:34,199 --> 00:02:37,000 but I'm not sure what to give them. I already have a blog post 38 00:02:37,000 --> 00:02:38,800 that I share often on why they should have a dating strategy and what it 39 00:02:38,879 --> 00:02:43,120 might do for them. But I'm trying to figure out how my freebie. 40 00:02:43,479 --> 00:02:46,919 How to use my freebie to conceptualize what a strategy might look like and for 41 00:02:46,000 --> 00:02:50,400 them to get a feel for what I do. It can feel kind of 42 00:02:50,479 --> 00:02:53,400 abstract without giving too much away or giving them a reason to say that my 43 00:02:53,479 --> 00:02:58,479 method won't work for them because it's not the full strategy they need to succeed. 44 00:02:59,039 --> 00:03:02,360 Okay, So I know I have talked about this in previous episodes, 45 00:03:02,759 --> 00:03:07,800 where I do say I don't recommend giving the sneak peek or the taster or 46 00:03:07,400 --> 00:03:13,400 the snippets of your paid offer in your freebie, because here's the thing. 47 00:03:13,479 --> 00:03:17,240 So A really common approach when it comes to lead magnets is to try and 48 00:03:17,280 --> 00:03:21,240 give away as much value as possible so that people see how much value you 49 00:03:21,280 --> 00:03:23,680 can deliver and then they want to work with you as a result of that 50 00:03:23,680 --> 00:03:30,080 that it doesn't always work because that works on the assumption that people buy because 51 00:03:30,280 --> 00:03:35,599 of value, which when it comes to things like what you as a dating 52 00:03:35,639 --> 00:03:38,680 coach offer, they're not buying because you're the most valuable. They're buying because 53 00:03:38,719 --> 00:03:43,120 they think that you are the person who's going to help them to solve their 54 00:03:43,120 --> 00:03:46,159 problem in the best way. You are the person who they maybe relate to 55 00:03:46,240 --> 00:03:47,879 the most or they feel the most seen by. They feel like you understand 56 00:03:47,879 --> 00:03:53,159 this situation and you have the right problem for them. Value doesn't always sell. 57 00:03:53,240 --> 00:03:58,400 For example, really simple example, I could see the most beautiful Burbary 58 00:03:58,400 --> 00:04:00,240 coat. Now normally these are like thousand dollars. I can see the most 59 00:04:00,240 --> 00:04:03,639 beautiful Beerverary coat on sale for FO one hundred dollars, and I might love 60 00:04:03,680 --> 00:04:06,719 the coat, and i might be like, oh, this is so valuable, 61 00:04:06,719 --> 00:04:11,240 it's such a steal. But if it's the middle of summer, then 62 00:04:11,280 --> 00:04:14,520 I'm probably not going to buy it, especially since it doesn't really get that 63 00:04:14,520 --> 00:04:16,279 cold here anyway, but I'm probably not going to buy it because I don't 64 00:04:16,279 --> 00:04:21,040 actually need a coat, even though it's super super valuable. The same goes 65 00:04:21,199 --> 00:04:26,959 with your lead magnets for your offers, right or your offers, somebody's not 66 00:04:26,959 --> 00:04:30,360 going to buy your offer just because they see so much value in what you've 67 00:04:30,360 --> 00:04:31,480 delivered in your lead magnet and they're like, oh, if this is how 68 00:04:31,560 --> 00:04:35,439 much value you're giving away for free, then the paid offer must be even 69 00:04:35,439 --> 00:04:41,639 more valuable. That's not how it works, Unfortunately. A more effective approach 70 00:04:42,319 --> 00:04:45,439 when it comes to your freebie or your lead magnet, whatever you want to 71 00:04:45,480 --> 00:04:48,000 call it, is to figure out what your ideal client needs to be ready 72 00:04:48,040 --> 00:04:53,000 to buy the offer that you are selling them. And this is man I 73 00:04:53,040 --> 00:04:57,600 could spend weeks talking about this. I spend an entire module teaching the strategy 74 00:04:57,920 --> 00:05:02,000 behind your lead magnet in detail inside Launch Magic, but I'm going to try 75 00:05:02,040 --> 00:05:09,639 and give you like the shorter overview in this episode. So three main things 76 00:05:09,680 --> 00:05:14,360 that you want to think about when you're creating your lead magnet. Firstly, 77 00:05:14,600 --> 00:05:17,120 where is your ideal client at that point in time where they are now ready 78 00:05:17,160 --> 00:05:21,360 to buy your offer. Where are they and we'll talk about that in a 79 00:05:21,360 --> 00:05:25,439 second. Number two is what are the things that are holding them back from 80 00:05:25,480 --> 00:05:28,160 being ready? What's stopping them from getting to that point where they're now ready 81 00:05:28,160 --> 00:05:30,920 to buy? And then number three is what format is going to help you 82 00:05:30,959 --> 00:05:35,079 to best move them to being ready. So let's break that down. Where 83 00:05:35,120 --> 00:05:38,560 is your ideal client at the point in time where they are ready to buy 84 00:05:38,600 --> 00:05:42,480 your offer? For example, one of my offers is called the Podcast Launch 85 00:05:42,519 --> 00:05:46,680 Plan. It's a course to launch your podcast. For somebody who is ready 86 00:05:46,680 --> 00:05:48,040 to buy the Podcast Launch Plan, they need to be at a point where 87 00:05:48,040 --> 00:05:51,560 they are ready to start taking action to get their podcast off the ground. 88 00:05:53,240 --> 00:05:56,480 Another one of my offers launch Magic, which is a course on how to 89 00:05:56,519 --> 00:06:00,600 sell your digital products, your courses, your programs, your memberships using live 90 00:06:00,680 --> 00:06:04,120 launches, make more sales using live launches. Somebody to who's ready for Launch 91 00:06:04,160 --> 00:06:08,600 Magic needs to be at the point where they are ready to start taking action 92 00:06:09,079 --> 00:06:12,040 to live launch their offer. They need to be ready to start making those 93 00:06:12,079 --> 00:06:15,360 more sales, regardless of whether they have created their offer or not. Okay, 94 00:06:16,279 --> 00:06:19,800 here's the thing. If somebody isn't ready to start launching their podcast, 95 00:06:19,920 --> 00:06:25,079 or start launching their offers, start using live launches. If they still have 96 00:06:25,160 --> 00:06:28,079 things that are holding them back from doing that, from taking that action, 97 00:06:28,879 --> 00:06:30,959 They're not going to buy, no matter how great the offer is, no 98 00:06:31,000 --> 00:06:34,720 matter how much value I deliver to them, no matter how amazing my marketing 99 00:06:34,800 --> 00:06:38,920 is. So you need to think about what is the problem that your offer 100 00:06:39,000 --> 00:06:43,360 solves or the transformation that it delivers, and what is stopping somebody from taking 101 00:06:43,519 --> 00:06:47,920 action to start solving that problem or achieving that transformation. Then that leads us 102 00:06:47,920 --> 00:06:50,000 into number two. So what are those things? What are the things that 103 00:06:50,040 --> 00:06:54,560 are holding them back from being ready? For example, with the podcast launch 104 00:06:54,560 --> 00:06:59,279 plan, the things that are stopping somebody from starting to take action to launch 105 00:06:59,319 --> 00:07:02,759 their podcast are things like I'm not sure what I would talk about, the 106 00:07:02,800 --> 00:07:06,759 equipment is expensive, the tech's really hard to set up, or for launch 107 00:07:06,800 --> 00:07:11,319 magic, I'm not ready to launch because my audience is too small to launch 108 00:07:11,399 --> 00:07:14,639 yet. Or I can't launch it because I haven't created my offer yet. 109 00:07:14,639 --> 00:07:16,360 I need to go and create my entire course first before I can start to 110 00:07:16,399 --> 00:07:20,279 life launch it. Now, I know that these things aren't valid reasons, 111 00:07:21,839 --> 00:07:26,680 right because your podcasting equipment doesn't have to be expensive, the tech can be 112 00:07:26,759 --> 00:07:30,519 simple. You can start live launching your offers before you have created them, 113 00:07:30,519 --> 00:07:35,279 because live launching takes a while. You can launch your offers with the small 114 00:07:35,279 --> 00:07:39,079 audience because live launching is something you do over and over and over again. 115 00:07:39,120 --> 00:07:42,759 And look, I've got plenty of episodes in the back catalog around that, 116 00:07:42,879 --> 00:07:46,759 so I'm not going to talk too much about that in this episode. The 117 00:07:46,920 --> 00:07:50,399 key thing that I'm getting at is my lead magnet is there to deliver those 118 00:07:50,439 --> 00:07:56,839 mindset shifts around these things. It's there to show them that actually, podcasting 119 00:07:56,839 --> 00:08:01,040 equipment doesn't have to be expensive, the tech can be easy. Rather than 120 00:08:01,160 --> 00:08:05,040 saying, well, here's a free ebook walking you through how to launch your 121 00:08:05,040 --> 00:08:07,160 podcast step by step, and then on the back page being like, by 122 00:08:07,160 --> 00:08:09,240 the way, this is how we can work together, which is what a 123 00:08:09,240 --> 00:08:13,079 lot of people do. And the thing is that somebody who doesn't yet know 124 00:08:13,120 --> 00:08:16,000 what topic they would talk about in their podcast, they're probably not ready to 125 00:08:16,000 --> 00:08:22,800 start working through those steps anyway. Then step three, what format can you 126 00:08:22,920 --> 00:08:26,839 use to deliver these ships, these mindset shifts. For example, with the 127 00:08:26,839 --> 00:08:30,759 podcast launch plan, I have a free masterclass, and in that masterclass, 128 00:08:30,839 --> 00:08:33,279 I bust these myths. I call out these things that they currently believe about 129 00:08:33,320 --> 00:08:37,320 podcasting, and I show them why they're actually myths. For example, I 130 00:08:37,320 --> 00:08:41,399 actually show them a photo of my very first podcasting microphone, which is really 131 00:08:41,480 --> 00:08:45,360 cheap, and I used to have this little pink sock that I put over 132 00:08:45,399 --> 00:08:48,799 the microphone to make the sound quality better. So I show them, hey, 133 00:08:48,840 --> 00:08:52,919 you can actually get a show off the ground with fairly basic equipment. 134 00:08:54,279 --> 00:08:58,080 You don't need to have the thousand dollars microphone from episode one. And I 135 00:08:58,080 --> 00:09:01,039 also help them to figure out what their topic would be, what their podcast 136 00:09:01,039 --> 00:09:05,320 topic would be, so they know what they're going to talk about. Once 137 00:09:05,360 --> 00:09:07,360 they realize, oh, this is my topic for my podcast, and all 138 00:09:07,399 --> 00:09:11,720 the equipment's kind of cheap, suddenly they're a lot more ready to go and 139 00:09:11,759 --> 00:09:15,240 start their podcast. It feels a lot more real for them. Now, 140 00:09:15,320 --> 00:09:18,240 what format can you deliver yours in? There isn't a right or a wrong 141 00:09:18,440 --> 00:09:24,159 format. I personally I love workbooks. I think they're a great tool for 142 00:09:24,159 --> 00:09:28,759 self reflection, particularly if your ideal client has been making mistakes when it comes 143 00:09:28,759 --> 00:09:31,080 to trying to solve the problem they're experiencing. Now, for our listener, 144 00:09:31,120 --> 00:09:35,399 who has written in since that you are, since you are a dating coach, 145 00:09:35,480 --> 00:09:39,480 I suspect that there's probably some self reflection that maybe your ideal client needs 146 00:09:39,559 --> 00:09:43,720 to do before they realize where they've been going wrong and realize that they need 147 00:09:43,759 --> 00:09:48,039 a strategy. So something like a workbook journal prompts an audit. I love 148 00:09:48,120 --> 00:09:52,919 audits. For example, I had a launch audit for a while where I 149 00:09:52,200 --> 00:09:54,759 got people to go through and answer, you know, yes or no to 150 00:09:54,799 --> 00:09:58,639 certain questions, and that helped them to see where their previous launches had gone 151 00:09:58,639 --> 00:10:03,200 wrong and where they needed to improve the next time they launched. And then 152 00:10:03,240 --> 00:10:05,919 that tied in beautifully with Launch Magic because now they knew their mistakes, they 153 00:10:07,000 --> 00:10:09,919 knew what they needed to focus on, and they could go into launch Magic 154 00:10:09,919 --> 00:10:13,039 and focus on the things that they needed to improve to have a better launch 155 00:10:13,120 --> 00:10:18,759 next time. Master classes longer mini courses. These are great for nurturing people 156 00:10:18,879 --> 00:10:22,879 quite deeply because you are teaching to them. They're probably seeing your face, 157 00:10:24,080 --> 00:10:28,120 they're hearing you. But the completion rate might be a little bit lower, 158 00:10:28,879 --> 00:10:31,080 or if it's a master class, the sign up rate might be a little 159 00:10:31,080 --> 00:10:35,039 bit lower because they have to set aside a date in a time to watch 160 00:10:35,039 --> 00:10:39,120 the master class rather than say an ebook, which is really easy for somebody 161 00:10:39,159 --> 00:10:43,000 to download. They might skim read it, but they might not interact with 162 00:10:43,039 --> 00:10:45,879 it in a really meaningful way, so it's probably not going to nurture them 163 00:10:45,879 --> 00:10:48,000 as well as a master class or a mini course. So there are a 164 00:10:48,000 --> 00:10:52,879 couple of ideas for you. Hopefully that helps you to come up with some 165 00:10:52,000 --> 00:10:56,519 deeper ideas. I'm also a very big fan of talking to your ideal client 166 00:10:58,000 --> 00:11:01,440 before you go and come with the idea for your lead magnet, because listening 167 00:11:01,480 --> 00:11:05,440 to the way that they explain the problem, listening to the way that they 168 00:11:05,440 --> 00:11:07,559 tell you what they're struggling with, that's going to help you to come up 169 00:11:07,559 --> 00:11:11,679 with a really solid idea for your lead magnet. And if you use the 170 00:11:11,759 --> 00:11:16,080 language that they use to describe the problem, then you're going to be able 171 00:11:16,120 --> 00:11:20,000 to communicate this free lead magnet in a way that resonates with them. It's 172 00:11:20,039 --> 00:11:22,320 going to be in their language. It's going to speak to the problem that 173 00:11:22,320 --> 00:11:24,600 they are experiencing, so they're going to be like, oh, this is 174 00:11:24,639 --> 00:11:30,320 what I need, rather than coming at it from the expert perspective where you're 175 00:11:30,320 --> 00:11:33,120 talking about like in this example, you're talking about, Oh, you need 176 00:11:33,120 --> 00:11:35,960 a strategy, and they're like, oh, but I don't need a strategy, 177 00:11:35,000 --> 00:11:39,519 I just need this, this, and this. So we're actually talking 178 00:11:39,559 --> 00:11:43,799 to them in their language. So there we go. Three things to think 179 00:11:43,799 --> 00:11:46,399 about. Where is your ideal client at the point in time where they're ready 180 00:11:46,399 --> 00:11:48,879 to buy your offer, what are the things that are holding them back from 181 00:11:48,919 --> 00:11:52,799 being ready? And what format can you use to best deliver these mindset shifts. 182 00:11:52,120 --> 00:11:54,200 Now, if you have a question that you would like me to answer 183 00:11:54,240 --> 00:11:58,120 in a future episode, head on over to Steph Taylor dot co slash ask 184 00:11:58,159 --> 00:12:01,759 Steph I will. I love to see your questions. I love to read 185 00:12:01,759 --> 00:12:05,519 them all and answer them in these episodes. And now, if you've learned 186 00:12:05,519 --> 00:12:09,039 anything from this show so far, please take thirty seconds to leave a quick 187 00:12:09,159 --> 00:12:11,240 rating and a review. I've read all of them. It means a lot 188 00:12:11,279 --> 00:12:15,200 to me to know that I'm not just talking into an empty microphone, that 189 00:12:15,240 --> 00:12:18,639 people are actually listening. So please do take a quick minute thirty seconds to 190 00:12:18,759 --> 00:12:22,879 leave that rating and a review. Thank you so much for listening. Catch 191 00:12:22,879 --> 00:12:22,399 you next time.