Why lead magnets and opt in pages suck.
How are you doing? It’s Brett Campbell here, creator and founder of The Authority Academy, the online coaching community for small business owners, entrepreneurs, and anyone who has a passion, a skill set, and knowledge that they want to get out to the world.
Today I want to talk to you about why I believe lead magnets and opt in pages suck.
Now, I know what you’re thinking. You’re like, “Brett, you have lost your marbles. You’ve gone absolutely out of control.” There’s a caveat that I want to put around this.
Now, of course, I use that why lead magnets and opt in pages suck to get you interested into coming in to listen to what I have to say about it. Trust me, what I am about to tell you is 100% truth, and I reckon by the end of this explanation, you’re going to agree with me. Let me start.
Lead magnets and opt in pages suck if used incorrectly. In this day and age with the accessibility and ease of being able to create a lead magnet and opt in page, it’s becoming so easy to create it, too many people are just creating it, putting it up there, and hoping it’s going to work.
What that does is it actually diminishes the quality of what people are actually putting out into the industry.
For example, back when I started lead magnets and opt in pages, it was many years ago. We had to have an HTML coder page, so there was no drag and drop build that you could create a page within five minutes, get it up there, put it on social media, and all of a sudden you’ve got hundreds of people going through the page so you can tell whether or not it works.
What I see too many marketers and entrepreneurs in this day and age doing, is that they are creating a page in the pure aspect, the pure aspect of just generating an email contact.
I get that as a part of the process. You do need to generate leads to be able to put your products and services in front of your community. In fact, we’ve generated over 450,000 leads ourselves, so I do know a thing or two about leads.
This is the difference and this is the clear distinction that I hope you can take away from this point. Make sure what it is that you’re offering is of quality.
The other day, I went into a so-called expert’s landing page, the opt in page, to get their sextet report on x, y, zed.
I downloaded it, I looked, and it was absolute rubbish. It was just a fluffy .pdf document, basically it was created …
Yeah it looks nice and all of those things, you can make it look pretty, but if the substance and the quality is not in the lead magnet, in the thing that you are actually giving the way, then the exchange isn’t what I would call a fair exchange.
An exchange for someone giving you their name and email address, you must provide content, a great quality of content. For one of our opt ins, for example, is we have ten tips on how to build 100k Facebook fan page. Ten tips.
I’ve had people come to me and go, “Brett, that’s the best opt in I’ve ever actually opted in for,” because the quality was there. I was giving the best tips. I was giving the best secrets, because then what that does is that then gets your prospect to put their hand up and go, “Well, if this is what I’m getting for free, imagine what I’m getting if I pay for it.”
I want to leave you with this. I want to leave you with this concept. Make sure that your lead magnets, your things that you’re giving away in exchange for an email address, is of high quality.
Give away some of your best stuff. Don’t be afraid to that. Don’t give away the fluffy things that anyone can literally go and Google and here’s the step-by-step checklist. If you’re going to talk about, for example, here’s just a pure example.
If you’re going to say to someone, “You need to use a referral system to get clients.” Okay. Tell them how to fucking do a referral system. Tell them how to do it.
Give them the steps. Give them the outline so they’re like, “Wow, okay. Wow. This is what I’m getting from this person for free? Imagine what I’m going to get if I actually put my hand up and I start to invest in this person.”
It’s only ourselves that we’re letting down if we’re not creating high quality content because, I know this day and age, people have lost respect for their email address.
Now, think about it. How many times did you go and put your name and email address in someone’s email and inbox opt in page, sorry, to just check out what they’re doing or to possibly try and get the information? You’re doing it so often now, you’re just losing respect of your own email address.
Imagine. Imagine for a moment that it cost you every time that you put your name and email into someone’s opt in page. Think about that concept. If it cost you, would you opt in for it? Would you pay five dollars for that opt in? That is where you’re going to find that clear distinction.
Here’s the next step. If you are the person who’s creating that, are you, or would you get someone to pay five dollars for that?
If someone invests five dollars for your lead magnet, the thing that you’re giving away, would they get value from it? Now, one of our lead magnets is a seven day meal plan that we give away. We’ve had over 450,000 people download it.
We know people are charging fifty, sixty dollars for these things, and we’re giving it away for free. Is your lead magnet valuable enough?
I’m going to stop right here because these zips are just short and punchy. Think about it. If your lead magnet, your opt in is not good enough or doesn’t produce enough value, or doesn’t perceive enough value, then you’re not only letting yourself down, but you’re letting your prospect down.
That’s why I truly believe lead magnets and opt in pages suck.
I’ll see you on the next one.