Most of the time, you can't just bridge this gap by simply piling on
more information, giving them more knowledge, bombarding them with all of the stuff.
But instead it's by delivering some mindset shifts. It's about showing them,
getting them to think differently about this thing that is holding them back. Welcome
to Imperfect Action. I'm Steph Taylor. For years, I read all the
books, downloaded all the freebees, and did all the courses, but it
wasn't until I started taking imperfect action that my business had its first million dollar
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. Are you on the list to get my daily
businesses? Every day, I'll send you a size 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 short notes.
Hey, welcome back to Imperfect Action. This is episode six hundred and seventy
four. Today is an Ask Steph episode where I get to answer one of
my listener submitted questions. I love these episodes, and I love reading the
questions that you submit, even if I don't always answer every single one of
them on this show. Please always keep submitting your questions, because sometimes questions
come through where I'm like, I never even thought that anybody would be interested
in this, and then it inspires me to either recorded episode answering your question
or create a slightly different solo episode where I'm still answering that question but in
the context of something else business related. So if you do have a question
that you would like me to answer on the show, you can submit that
at stephtaylor dot com slash ask Steph. That's all one word, ask Steph,
and there's a form there you can pop your question in and it puts
it into my list of potential podcast topics straight away, and then I can
go through. I look through them, and I create episodes like this one.
Now. Today's question is from Elise, and the question is what is
a good strategy or method for developing the right lead magnet for a particular offer.
Is it something that helps bridge, the magician's gap or something else.
Should I have multiple lead magnets for the same offer, even if it's the
first time I am launching it. Okay, we're going to touch on a
few things in today's episode, including the magician's gap concept slightly because I know
that if you're new here, it's probably a new concept to you. It's
something I talk about quite a lot, and it's one of the biggest things
that I believe underpins marketing and sales strategy, regardless of what you are selling
and how you are selling it. I teach it mainly in the context of
live launches, where you are live launching an online course or program or a
membership, but it's so relevant if you're selling services. It's relevant regardless of
how you are selling, if it's a live launch or something else. So
I'm going to kick this off with a little story about my most popular lead
magnet ever and why I ended up retiring it. So back in twenty seventeen,
people started doing this really cool thing with their Instagram feed where each image
would fit together in the grid so that it looked like this, like the
whole grid looked like this beautiful collage, or like a beautiful puzzle like they
kind of went over the edges of each image into the next image. It
looked really pretty. When somebody landed on your Instagram grid to your Instagram profile
and they saw all of these images, it looked really cool. So I
then wrote a blog post on how to create an Instagram puzzle feed, and
because nobody else had written a blog post about it, it got a lot
of organic traffic. It ranked really well in Google and it got of organic
traffic. So then I thought, well, let me capitalize on all of
this traffic that I'm getting to this page, and I created a little freebe
template. I created a little template to help people create their own puzzle feed
in Photoshop. This was now before Knava was super popular. Canva was a
thing, but it wasn't really popular yet. So I created this free template.
People could download free Photoshop file that they could use, and it got
thousands of downloads, thousands of downloads, and I was so pleased with myself
because these people were giving me their email addressed to download the template, and
I was building this email list. But I pretty quickly realized that these people
were not my ideal clients. They were never going to buy any of my
offers because I was teaching marketing for business owners, and these people who had
bought this template weren't really that interested in marketing. They were just interested in
having a pretty Instagram feed. And it wasn't until I started creating more offer
specific lead magnets that I realized that the best lead magnets aren't necessarily the ones
that get the most downloads, but rather they're the ones that a attract the
right people and b move them closer to buying from you. So where I
see a lot of online business owners going wrong with their lead magnets is they
go at it with this goal of I want to create the lead magnet that's
going to be super sexy, super shiny, and it's going to attract as
many people as possible to download it, Whereas that's not going to attract necessarily
the right people. It might attract a lot of people, and you might
think you've got a massive email list, but then that list might not convert
that well when you sell to them. Another place where online business owners go
wrong is creating a lead magnet that is what they, as the expert,
know their ideal client needs, but that isn't something their ideal client is actually
looking for or actually wants right now. Another place you can go wrong is
not communicating why someone should download your lead magnet. So on the landing page,
there's no real emphasis on why should this person care? Why should the
person who is reading this page care enough about this lead magnet to download it.
The other place you can go wrong is jam packing your lead magnet with
lots of information. This is pretty overwhelming and it's probably not going to move
your ideal client closer to buying. I know, I know. It feels
really counterintuitive when we're like, oh, you know, like the more information
I can give them, the more value I'm going to give them. And
then they're going to be like, wow, if this is how much values
in the free stuff, imagine how much values in the paid thing. But
lots of info doesn't mean lots of value. We can deliver a lot of
value without bombarding them with a lot of information. Another place where you might
go wrong is not thinking about where your lead magnet fits in with your launch
strategy, or if you're not live launching, not thinking about how it fits
in with your sales strategy, your sales process. If you're just thinking of
it as oh, this is how I grow my list, but you're not
thinking of it as this is how it's helping me to sell. Then you're
missing out on a huge opportunity there. And then the final big mistake that
I see happening a lot is teaching a lot in the lead magnet rather than
delivering those key mindset shifts that are going to help your ideal client to bridge
the magician's gap. And the magician's gap is really, at its most basic
definition, it's the gap between where your ideal client is right now and where
they need to be to be ready to buy. I'm deep diving the magician's
gap in a free waitlist only event in a couple of weeks time, and
I'll be teaching module one of Launch Magic for free live on Zoom. But
you need to be on the Launch Magic waitlist to get an invite, and
it is going to be limited to one hundred people only, So you want
to make sure you're on the waitlist and that when you see that invite you
sign up pretty quickly. There's not going to be a replay. So if
you want to get on the waitlist, send me a DM on Instagram.
I'm there at steff Taylor dot co send me the dm magic, just the
word magic, nothing else, or you can visit stef taylor dot co slash
magic and you'll find the waitlist sign up page there as well. Okay,
So when I talked about the two things that really make a lead magnet effective,
it's the ones that attract the right people and that move them closer to
buying from you. So when I talk about attracting the right people, this
isn't about attracting a number of people a quantity of people, but it's about
attracting those people who are the perfect fit for your offer, the people who
will take action, who will get the desired results, who will become your
raving fans. And the very first step to attracting the right people is getting
crystal clear on who your ideal client is, and not just who they are
in the sense of demographics. This is where you know, people go to
identify their ideal client and they're like, oh, she's thirty five years old
and she lives in Australia, But that doesn't really mean that much because the
fact that she's thirty five years old and lives in Australia probably isn't a characteristic
that's going to determine whether she takes action and gets results. Instead, think
about what is going on in their life. What are they struggling with as
it relates to the offers that you are selling. What words are they using
to describe their struggles? What else have they tried to solve this problem?
Right? Get really clear on who this right person is and what is going
on in their mind and in their world. And chances are there is some
kind of small wind that you can help them to achieve in your lead magnet,
a small wind that's going to be really enticing for them to download,
and that will move them closer to buying from you at the same time,
and then the second part is moving them closer to buying from you. So,
like I said, there's a gap, a magician's gap, where your
audience is right now, your ideal client is right now, and where we
need them to be to be ready to buy. So what I mean by
that is there's going to be a bunch of things that your ideal client currently
believes about the problem that your offer solves, and about themselves and about the
solution to their problem. They have these beliefs around themselves the solution the problem,
and there are things that they need to believe about the problem, the
solution, and themselves before they'll be ready to buy. For example, if
somebody is wanting to do their very first online course launch and they believe that
they are not techy enough to do a launch because there's too much tech involved.
Until they believe that it is possible for somebody to launch without having a
lot of tech skills or tech savvy, they're not going to ever buy They're
not going to ever buy Launch Magic because they don't believe it's possible for them
to have that launch. So then it becomes my role to show somebody how
you can actually launch even if you're not super tech savvy, because we're really
lucky these days that the tech we have makes it really easy, really simple.
And most of the time you can't just bridge this gap by simply piling
on more information, giving them more knowledge, bombarding them with all of the
stuff. But instead it's by delivering some mindset. If there's about showing them
getting them to think differently about this thing that is holding them back, and
that usually requires some kind of implementation or some kind of practical application. You
know, maybe some kind of workbook or some actions, some homework for them
to implement what they have learned in your lead magnet. Now, the final
part of your question release was should you have multiple lead magnets for the same
offer if it's your first launch, And I believe if it's your first launch,
keep it simple, Okay, you can have just one for this first
launch, and then the next time you launch, you might experiment and try
creating a different lead magnet, and you can test the two. You can
see which one performs better. And I just want to note here that I
don't count a webinar as a lead magnet, So if you're teaching a live
webinar in your launch, that is not a lead magnet in the terms of
lead magnet that I'm talking about here. Your webinar has a completely different strategy.
It is there to sell your offer. Your lead magnet is there to
grow your email list and nurture your audience closer to buying so that when they
attend that webinar or when you open doors, they are ready to buy.
So I would still have a webinar as well as a lead magnet in that
first launch, all right, So there you have it. The two key
parts of a lead magnet free particular offer. Make sure that it's attracting the
right people and make sure that it's moving them closer to buying from you.
And if you want to get on that waitlist for the free Magician's Gap,
launch Magic Module one event that's happening at the end of July. Pop on
over to Instagram and send me a DM at step Taylor dot co. Send
me the word magic and it'll prompt you to pop your email address in and
we can get you on the wait list. Otherwise, you can head to
Steph Taylor dot co slash Magic and you'll find the waitlist page over there.
If you're not already subscribed to the show, make sure you hit the little
plus button in Apple Podcasts or follow in Spotify and it just means you'll get
each new episode straight to your podcast app every Monday, Wednesday and Friday as
the episodes are released. Thank you so much for listening. Catch you next time.