I was chatting with a very frustrated Course Creator the other day about her “flopped” launch.
It was her second time through her launch process, and she was selling a $5,000 program. Although her FB ads were doing great in terms of getting huge numbers to sign up for her launch, the “right” kind of buyers were not coming in droves. The people who were engaging most with her content inside her free FB group were folks who were hoping to learn — for free.
There’s nothing wrong with those folks. We create free content, and they are soaking it up and loving it. Great!!
But let’s face it. Attracting folks who want to soak up only your free content will not lead to a successful launch in terms of sales.
So what was happening that was creating the conundrum she was in?
She didn’t have a lead magnet to get people into her funnel. She was leading her funnel with “Come join this FREE training!”
I see that all the time. And on one hand, it works to get high numbers into your FB group. But on the other hand, you have to ask yourself if it’s the right kind of lead you’re looking for.
For us at the Launch Squad, we’re clear that we are way happier with quality leads over a large quantity. We are here to serve those who want to do the work, get feedback, and keep going.
So let’s take a look at your lead magnet (otherwise called a Free Gift) and see if it’s the right one to lead people down your funnel.
First, start with your offer. What is the BIG PROBLEM you’re solving, and what transformation will occur?
Then, you need to backwards map from there. What are some benchmarks along the way that your ideal client will need to clear so that they are ready for your offer? These benchmarks can be achieved through your free content in your Challenge and Webinar.
Now, what obstacle is in their way right now, that they’d need to overcome to be ready foryour Challenge and Webinar? That is the content of your free gift.
Too many Coaches and Course Creators make the mistake of using the lead magnet from their website as the entry point into their launch funnel. When you take the steps above, you’ll be able to clearly see whether that’s the right “lead magnet” or not.