1 00:00:00,120 --> 00:00:04,320 Most of the time, you can't just bridge this gap by simply piling on 2 00:00:04,400 --> 00:00:08,240 more information, giving them more knowledge, bombarding them with all of the stuff. 3 00:00:08,720 --> 00:00:12,519 But instead it's by delivering some mindset shifts. It's about showing them, 4 00:00:12,839 --> 00:00:19,120 getting them to think differently about this thing that is holding them back. Welcome 5 00:00:19,160 --> 00:00:22,879 to Imperfect Action. I'm Steph Taylor. For years, I read all the 6 00:00:22,920 --> 00:00:27,199 books, downloaded all the freebees, and did all the courses, but it 7 00:00:27,239 --> 00:00:31,839 wasn't until I started taking imperfect action that my business had its first million dollar 8 00:00:31,920 --> 00:00:38,840 year. Imperfect action is about doing things before you're ready, prioritizing consistent action 9 00:00:39,039 --> 00:00:43,439 over perfect action, and moving forward even when you're not sure you're doing it 10 00:00:43,520 --> 00:00:48,520 right. On this show, you can expect mindset advice, actionable marketing tips, 11 00:00:48,560 --> 00:00:52,640 and strategies to build a business that brings you more profit, more freedom, 12 00:00:52,759 --> 00:00:57,560 and even more joy. Are you on the list to get my daily 13 00:00:57,600 --> 00:01:00,479 businesses? Every day, I'll send you a size prompt designed to help you 14 00:01:00,679 --> 00:01:04,879 grow your business in a more intentional way. Sign up at Steph Taylor dot 15 00:01:04,920 --> 00:01:08,400 Co, forward slash DBB, or at the link in the short notes. 16 00:01:11,920 --> 00:01:15,560 Hey, welcome back to Imperfect Action. This is episode six hundred and seventy 17 00:01:15,599 --> 00:01:22,599 four. Today is an Ask Steph episode where I get to answer one of 18 00:01:22,680 --> 00:01:26,879 my listener submitted questions. I love these episodes, and I love reading the 19 00:01:26,959 --> 00:01:32,040 questions that you submit, even if I don't always answer every single one of 20 00:01:32,040 --> 00:01:37,760 them on this show. Please always keep submitting your questions, because sometimes questions 21 00:01:37,760 --> 00:01:42,400 come through where I'm like, I never even thought that anybody would be interested 22 00:01:42,480 --> 00:01:47,560 in this, and then it inspires me to either recorded episode answering your question 23 00:01:48,120 --> 00:01:53,920 or create a slightly different solo episode where I'm still answering that question but in 24 00:01:53,959 --> 00:01:59,159 the context of something else business related. So if you do have a question 25 00:01:59,239 --> 00:02:01,000 that you would like me to answer on the show, you can submit that 26 00:02:01,040 --> 00:02:07,239 at stephtaylor dot com slash ask Steph. That's all one word, ask Steph, 27 00:02:07,280 --> 00:02:10,280 and there's a form there you can pop your question in and it puts 28 00:02:10,280 --> 00:02:15,199 it into my list of potential podcast topics straight away, and then I can 29 00:02:15,240 --> 00:02:19,599 go through. I look through them, and I create episodes like this one. 30 00:02:19,919 --> 00:02:23,039 Now. Today's question is from Elise, and the question is what is 31 00:02:23,080 --> 00:02:28,439 a good strategy or method for developing the right lead magnet for a particular offer. 32 00:02:28,879 --> 00:02:31,080 Is it something that helps bridge, the magician's gap or something else. 33 00:02:31,400 --> 00:02:35,800 Should I have multiple lead magnets for the same offer, even if it's the 34 00:02:35,840 --> 00:02:38,039 first time I am launching it. Okay, we're going to touch on a 35 00:02:38,080 --> 00:02:44,560 few things in today's episode, including the magician's gap concept slightly because I know 36 00:02:44,840 --> 00:02:47,159 that if you're new here, it's probably a new concept to you. It's 37 00:02:47,159 --> 00:02:51,800 something I talk about quite a lot, and it's one of the biggest things 38 00:02:51,800 --> 00:02:58,719 that I believe underpins marketing and sales strategy, regardless of what you are selling 39 00:02:58,840 --> 00:03:01,439 and how you are selling it. I teach it mainly in the context of 40 00:03:01,520 --> 00:03:06,360 live launches, where you are live launching an online course or program or a 41 00:03:06,400 --> 00:03:10,879 membership, but it's so relevant if you're selling services. It's relevant regardless of 42 00:03:10,919 --> 00:03:15,400 how you are selling, if it's a live launch or something else. So 43 00:03:15,479 --> 00:03:20,000 I'm going to kick this off with a little story about my most popular lead 44 00:03:20,039 --> 00:03:25,039 magnet ever and why I ended up retiring it. So back in twenty seventeen, 45 00:03:25,680 --> 00:03:30,599 people started doing this really cool thing with their Instagram feed where each image 46 00:03:30,599 --> 00:03:34,960 would fit together in the grid so that it looked like this, like the 47 00:03:35,000 --> 00:03:38,400 whole grid looked like this beautiful collage, or like a beautiful puzzle like they 48 00:03:38,479 --> 00:03:42,800 kind of went over the edges of each image into the next image. It 49 00:03:42,800 --> 00:03:46,439 looked really pretty. When somebody landed on your Instagram grid to your Instagram profile 50 00:03:46,479 --> 00:03:49,680 and they saw all of these images, it looked really cool. So I 51 00:03:49,719 --> 00:03:53,240 then wrote a blog post on how to create an Instagram puzzle feed, and 52 00:03:53,360 --> 00:03:57,080 because nobody else had written a blog post about it, it got a lot 53 00:03:57,120 --> 00:04:00,479 of organic traffic. It ranked really well in Google and it got of organic 54 00:04:00,520 --> 00:04:03,039 traffic. So then I thought, well, let me capitalize on all of 55 00:04:03,039 --> 00:04:08,159 this traffic that I'm getting to this page, and I created a little freebe 56 00:04:08,280 --> 00:04:13,199 template. I created a little template to help people create their own puzzle feed 57 00:04:13,319 --> 00:04:16,800 in Photoshop. This was now before Knava was super popular. Canva was a 58 00:04:16,839 --> 00:04:20,160 thing, but it wasn't really popular yet. So I created this free template. 59 00:04:20,160 --> 00:04:25,000 People could download free Photoshop file that they could use, and it got 60 00:04:25,079 --> 00:04:30,800 thousands of downloads, thousands of downloads, and I was so pleased with myself 61 00:04:30,839 --> 00:04:34,360 because these people were giving me their email addressed to download the template, and 62 00:04:34,399 --> 00:04:39,439 I was building this email list. But I pretty quickly realized that these people 63 00:04:39,480 --> 00:04:43,199 were not my ideal clients. They were never going to buy any of my 64 00:04:43,279 --> 00:04:48,519 offers because I was teaching marketing for business owners, and these people who had 65 00:04:48,519 --> 00:04:53,439 bought this template weren't really that interested in marketing. They were just interested in 66 00:04:53,519 --> 00:04:58,319 having a pretty Instagram feed. And it wasn't until I started creating more offer 67 00:04:58,360 --> 00:05:03,399 specific lead magnets that I realized that the best lead magnets aren't necessarily the ones 68 00:05:03,399 --> 00:05:09,399 that get the most downloads, but rather they're the ones that a attract the 69 00:05:09,480 --> 00:05:14,839 right people and b move them closer to buying from you. So where I 70 00:05:14,879 --> 00:05:18,079 see a lot of online business owners going wrong with their lead magnets is they 71 00:05:18,920 --> 00:05:23,519 go at it with this goal of I want to create the lead magnet that's 72 00:05:23,519 --> 00:05:26,759 going to be super sexy, super shiny, and it's going to attract as 73 00:05:26,800 --> 00:05:30,800 many people as possible to download it, Whereas that's not going to attract necessarily 74 00:05:30,800 --> 00:05:33,639 the right people. It might attract a lot of people, and you might 75 00:05:33,720 --> 00:05:39,000 think you've got a massive email list, but then that list might not convert 76 00:05:39,079 --> 00:05:44,000 that well when you sell to them. Another place where online business owners go 77 00:05:44,040 --> 00:05:47,639 wrong is creating a lead magnet that is what they, as the expert, 78 00:05:48,000 --> 00:05:53,720 know their ideal client needs, but that isn't something their ideal client is actually 79 00:05:53,720 --> 00:05:58,560 looking for or actually wants right now. Another place you can go wrong is 80 00:05:58,639 --> 00:06:02,160 not communicating why someone should download your lead magnet. So on the landing page, 81 00:06:02,199 --> 00:06:06,480 there's no real emphasis on why should this person care? Why should the 82 00:06:06,519 --> 00:06:12,240 person who is reading this page care enough about this lead magnet to download it. 83 00:06:13,480 --> 00:06:15,399 The other place you can go wrong is jam packing your lead magnet with 84 00:06:15,399 --> 00:06:20,879 lots of information. This is pretty overwhelming and it's probably not going to move 85 00:06:20,920 --> 00:06:26,439 your ideal client closer to buying. I know, I know. It feels 86 00:06:26,480 --> 00:06:30,720 really counterintuitive when we're like, oh, you know, like the more information 87 00:06:30,759 --> 00:06:31,639 I can give them, the more value I'm going to give them. And 88 00:06:31,680 --> 00:06:33,759 then they're going to be like, wow, if this is how much values 89 00:06:33,800 --> 00:06:36,639 in the free stuff, imagine how much values in the paid thing. But 90 00:06:36,839 --> 00:06:41,879 lots of info doesn't mean lots of value. We can deliver a lot of 91 00:06:41,959 --> 00:06:47,199 value without bombarding them with a lot of information. Another place where you might 92 00:06:47,279 --> 00:06:51,879 go wrong is not thinking about where your lead magnet fits in with your launch 93 00:06:51,920 --> 00:06:56,600 strategy, or if you're not live launching, not thinking about how it fits 94 00:06:56,600 --> 00:07:00,240 in with your sales strategy, your sales process. If you're just thinking of 95 00:07:00,279 --> 00:07:03,120 it as oh, this is how I grow my list, but you're not 96 00:07:03,199 --> 00:07:06,319 thinking of it as this is how it's helping me to sell. Then you're 97 00:07:06,360 --> 00:07:11,480 missing out on a huge opportunity there. And then the final big mistake that 98 00:07:11,519 --> 00:07:15,319 I see happening a lot is teaching a lot in the lead magnet rather than 99 00:07:15,360 --> 00:07:19,639 delivering those key mindset shifts that are going to help your ideal client to bridge 100 00:07:19,639 --> 00:07:26,560 the magician's gap. And the magician's gap is really, at its most basic 101 00:07:26,600 --> 00:07:31,560 definition, it's the gap between where your ideal client is right now and where 102 00:07:31,560 --> 00:07:35,160 they need to be to be ready to buy. I'm deep diving the magician's 103 00:07:35,199 --> 00:07:40,399 gap in a free waitlist only event in a couple of weeks time, and 104 00:07:40,439 --> 00:07:45,680 I'll be teaching module one of Launch Magic for free live on Zoom. But 105 00:07:45,800 --> 00:07:48,000 you need to be on the Launch Magic waitlist to get an invite, and 106 00:07:48,199 --> 00:07:51,120 it is going to be limited to one hundred people only, So you want 107 00:07:51,120 --> 00:07:55,839 to make sure you're on the waitlist and that when you see that invite you 108 00:07:55,879 --> 00:07:58,680 sign up pretty quickly. There's not going to be a replay. So if 109 00:07:58,680 --> 00:08:01,279 you want to get on the waitlist, send me a DM on Instagram. 110 00:08:01,279 --> 00:08:05,120 I'm there at steff Taylor dot co send me the dm magic, just the 111 00:08:05,160 --> 00:08:07,680 word magic, nothing else, or you can visit stef taylor dot co slash 112 00:08:07,720 --> 00:08:11,800 magic and you'll find the waitlist sign up page there as well. Okay, 113 00:08:13,079 --> 00:08:18,360 So when I talked about the two things that really make a lead magnet effective, 114 00:08:18,439 --> 00:08:22,319 it's the ones that attract the right people and that move them closer to 115 00:08:22,319 --> 00:08:24,439 buying from you. So when I talk about attracting the right people, this 116 00:08:24,519 --> 00:08:30,360 isn't about attracting a number of people a quantity of people, but it's about 117 00:08:30,399 --> 00:08:33,159 attracting those people who are the perfect fit for your offer, the people who 118 00:08:33,200 --> 00:08:37,679 will take action, who will get the desired results, who will become your 119 00:08:37,759 --> 00:08:41,480 raving fans. And the very first step to attracting the right people is getting 120 00:08:41,519 --> 00:08:46,440 crystal clear on who your ideal client is, and not just who they are 121 00:08:46,519 --> 00:08:48,720 in the sense of demographics. This is where you know, people go to 122 00:08:48,840 --> 00:08:52,120 identify their ideal client and they're like, oh, she's thirty five years old 123 00:08:52,120 --> 00:08:56,320 and she lives in Australia, But that doesn't really mean that much because the 124 00:08:56,320 --> 00:09:00,759 fact that she's thirty five years old and lives in Australia probably isn't a characteristic 125 00:09:00,799 --> 00:09:05,240 that's going to determine whether she takes action and gets results. Instead, think 126 00:09:05,240 --> 00:09:09,039 about what is going on in their life. What are they struggling with as 127 00:09:09,039 --> 00:09:11,679 it relates to the offers that you are selling. What words are they using 128 00:09:11,679 --> 00:09:16,840 to describe their struggles? What else have they tried to solve this problem? 129 00:09:16,759 --> 00:09:20,679 Right? Get really clear on who this right person is and what is going 130 00:09:20,759 --> 00:09:24,399 on in their mind and in their world. And chances are there is some 131 00:09:24,519 --> 00:09:26,679 kind of small wind that you can help them to achieve in your lead magnet, 132 00:09:26,960 --> 00:09:31,080 a small wind that's going to be really enticing for them to download, 133 00:09:31,559 --> 00:09:33,480 and that will move them closer to buying from you at the same time, 134 00:09:35,559 --> 00:09:37,600 and then the second part is moving them closer to buying from you. So, 135 00:09:39,039 --> 00:09:41,320 like I said, there's a gap, a magician's gap, where your 136 00:09:41,360 --> 00:09:45,519 audience is right now, your ideal client is right now, and where we 137 00:09:45,600 --> 00:09:48,279 need them to be to be ready to buy. So what I mean by 138 00:09:48,320 --> 00:09:52,000 that is there's going to be a bunch of things that your ideal client currently 139 00:09:52,039 --> 00:09:56,080 believes about the problem that your offer solves, and about themselves and about the 140 00:09:56,120 --> 00:10:01,600 solution to their problem. They have these beliefs around themselves the solution the problem, 141 00:10:01,799 --> 00:10:03,919 and there are things that they need to believe about the problem, the 142 00:10:03,960 --> 00:10:09,200 solution, and themselves before they'll be ready to buy. For example, if 143 00:10:09,200 --> 00:10:16,720 somebody is wanting to do their very first online course launch and they believe that 144 00:10:16,799 --> 00:10:20,120 they are not techy enough to do a launch because there's too much tech involved. 145 00:10:22,039 --> 00:10:26,799 Until they believe that it is possible for somebody to launch without having a 146 00:10:26,879 --> 00:10:31,399 lot of tech skills or tech savvy, they're not going to ever buy They're 147 00:10:31,399 --> 00:10:33,639 not going to ever buy Launch Magic because they don't believe it's possible for them 148 00:10:33,679 --> 00:10:37,799 to have that launch. So then it becomes my role to show somebody how 149 00:10:39,080 --> 00:10:41,720 you can actually launch even if you're not super tech savvy, because we're really 150 00:10:41,799 --> 00:10:46,639 lucky these days that the tech we have makes it really easy, really simple. 151 00:10:48,559 --> 00:10:52,919 And most of the time you can't just bridge this gap by simply piling 152 00:10:52,000 --> 00:10:56,679 on more information, giving them more knowledge, bombarding them with all of the 153 00:10:56,720 --> 00:11:01,200 stuff. But instead it's by delivering some mindset. If there's about showing them 154 00:11:01,720 --> 00:11:05,919 getting them to think differently about this thing that is holding them back, and 155 00:11:07,000 --> 00:11:11,240 that usually requires some kind of implementation or some kind of practical application. You 156 00:11:11,240 --> 00:11:13,879 know, maybe some kind of workbook or some actions, some homework for them 157 00:11:13,919 --> 00:11:18,039 to implement what they have learned in your lead magnet. Now, the final 158 00:11:18,120 --> 00:11:22,200 part of your question release was should you have multiple lead magnets for the same 159 00:11:22,240 --> 00:11:26,919 offer if it's your first launch, And I believe if it's your first launch, 160 00:11:26,039 --> 00:11:30,799 keep it simple, Okay, you can have just one for this first 161 00:11:30,879 --> 00:11:33,840 launch, and then the next time you launch, you might experiment and try 162 00:11:33,879 --> 00:11:35,759 creating a different lead magnet, and you can test the two. You can 163 00:11:35,759 --> 00:11:39,399 see which one performs better. And I just want to note here that I 164 00:11:39,440 --> 00:11:43,919 don't count a webinar as a lead magnet, So if you're teaching a live 165 00:11:43,000 --> 00:11:48,840 webinar in your launch, that is not a lead magnet in the terms of 166 00:11:48,919 --> 00:11:52,799 lead magnet that I'm talking about here. Your webinar has a completely different strategy. 167 00:11:52,120 --> 00:11:56,159 It is there to sell your offer. Your lead magnet is there to 168 00:11:56,200 --> 00:12:00,200 grow your email list and nurture your audience closer to buying so that when they 169 00:12:00,240 --> 00:12:03,000 attend that webinar or when you open doors, they are ready to buy. 170 00:12:03,519 --> 00:12:07,320 So I would still have a webinar as well as a lead magnet in that 171 00:12:07,360 --> 00:12:11,399 first launch, all right, So there you have it. The two key 172 00:12:11,559 --> 00:12:16,159 parts of a lead magnet free particular offer. Make sure that it's attracting the 173 00:12:16,240 --> 00:12:20,480 right people and make sure that it's moving them closer to buying from you. 174 00:12:20,879 --> 00:12:24,440 And if you want to get on that waitlist for the free Magician's Gap, 175 00:12:24,600 --> 00:12:28,960 launch Magic Module one event that's happening at the end of July. Pop on 176 00:12:30,039 --> 00:12:33,600 over to Instagram and send me a DM at step Taylor dot co. Send 177 00:12:33,639 --> 00:12:37,440 me the word magic and it'll prompt you to pop your email address in and 178 00:12:37,480 --> 00:12:39,799 we can get you on the wait list. Otherwise, you can head to 179 00:12:39,799 --> 00:12:43,519 Steph Taylor dot co slash Magic and you'll find the waitlist page over there. 180 00:12:43,840 --> 00:12:46,080 If you're not already subscribed to the show, make sure you hit the little 181 00:12:46,080 --> 00:12:50,639 plus button in Apple Podcasts or follow in Spotify and it just means you'll get 182 00:12:50,639 --> 00:12:54,759 each new episode straight to your podcast app every Monday, Wednesday and Friday as 183 00:12:54,799 --> 00:12:58,759 the episodes are released. Thank you so much for listening. Catch you next time.