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A lead magnet is often called many things - freebie, free gift, free offer, opt-in. Whatever you want to call it, the purpose of a lead magnet is to get people on your email list and lead them into a sale. A lead magnet comes in many forms – it can be a link or button that leads people somewhere to fill out their information, it can be a download when you subscribe to your newsletter, it can be a contest, a free gift, a web series, a video…the list goes on and on. In today’s episode, we provide 5 reasons why your lead magnet may not be converting and what you can do to change that.
So here they are:
Number one: Your lead magnet is too much…as in it’s too difficult to understand or too long that people lose interest.
Number two: Nobody knows about it because you don't talk about it. Like we have said many times over…you can’t put a sign up and expect people to come. Just like everything else in starting a new business, it requires promotion and needs to be talked about repeatedly. When YOU get sick of talking about it, that means you’ve talked about it enough.
Number three: Your lead magnet has nothing to do with how you serve people or what you sell. An example of this would be you help women with thyroid concerns but your lead magnet is a healthy food challenge that has nothing to do with the thyroid. There's ZERO connection there.
Number five: The content isn’t valuable - It's just fluff and doesn’t educate or inspire the viewer. OR you aren’t giving them enough information to draw them in. If all you’re saying is “this is my lead magnet – sign up”…you can probably guess how many people are going to sign up. (The answer is zero.) You need to warm people up with the really good valuable content and have them wanting more…which is when they would be interested in the lead magnet!
So how do you NOT do these things and put out a kickass lead magnet? We provide so great suggestions in the episode so you’ll have to listen to find out!
Be sure to follow us on social media were we provide a gold mine of advice on lead magnets, social media marketing & other business tips.
Say hi on social:
Kendra Perry Instagram: www.instagram.com/kendraperryinc
Christine Hansen Instagram: www.instagram.com/sleeplikeaboss_
Kendra: Yo. Yo, yo. What's up? 360 Health Biz peeps, It is your girl. It is Kendra Perry, and I am so stoked for this episode of the 360 Health Biz podcast, as always [inaudible 00:00:15] and I am with Christine today, my business bestie and deliciously sexy cohost, who looks like she's in her lingerie, right now, so definitely check- [crosstalk 00:00:22]
Christine: I kind of am. It was too hot. I just took massive woolen over. It's starting to get Fall and crispy cold, but then it's super hot. I don't know. It's weird.
Kendra: It's weird, but you look hot, and so guys, check us out on YouTube if you want to see how hot Christine is now.
Christine: With any means necessary we'll get you there.
Kendra: We have a great topic, as always, for you guys today. We're going to be talking about lead magnets, and for some of you guys, you might know what that is and maybe feel frustrated with it. Then, for maybe some of you newer people out there, you're like, "Well, what the fuck is a lead magnet?"
It's very important. You definitely need one in your business. We're going to talk today about why your lead magnet isn't converting, so for those of you who are like, "I don't know what you're talking about, Kendra," we're going to tell you what a lead magnet is. We're going to tell you what does converting mean. We're going to go into that today and give you five reasons why your lead magnet isn't leading to your bottom line.
This is going to be juicy, as always. You know, we like to dish out the juice, so that's what we're doing today.
Oh my gosh. I think that I think I'm too funny, but anyways. [inaudible 00:01:24]
Christine: I find you hilarious.
Kendra: Christine has a... Actually, we have a review we want to read, and we actually have a very special shout-out for who appears to be our biggest fan at the moment, so we just want to make sure that he knows that we love her and we appreciate her, so Christine, why don't you take it away and read those reviews and do that shout-out.
Christine: Yup, so we have our first review that we want to read, and it's by Biz Underway, and she or he says, I'm not sure, as an FDN, this podcast is giving me the specific information I need to develop my online business presence. It's an exhalation of relief.
Biz Underway, we totally get you, and thank you so much for that review. We really appreciate it and are so happy that we're able to help.
The other person that we love to [inaudible 00:02:12] and that always makes my day, so I really want to say thank you is Angela Brown, so she's A-N-G, or ang_brownholistichealth on Instagram and she always shares our stories on her feed, it's super nice. Thank you so, so much. We totally appreciate you and love you lots.
Kendra: Love you. We appreciate our fans, and guys, If you want to get a shout-out like Angela, all you need to do is take a screenshot of this episode when you're listening, share it to your Instagram stories. Mention 360 Health Biz podcast, and then we will tell you we love you. We will throw those emoji hearts your way.
Christine: Laughing emojicons, you know, like hearts, stars emoji-
Kendra: Oh, totally.
Christine: All on your way.
All right. Let's get going. I think one of the first things is, the first point that we have is what is a lead magnet? I just want to get the vocabulary out there a little bit, because it's called a lot of different ways, but I think lead magnet is one of the most popular ones.
To paraphrase it, you could also use freebie. Other people say free gift or free offer-
Christine: ... and opt-in, exactly, and I think those are the words that are used most of the time. Whenever people talk about that, and I find free gift is the most confusing for a lot of people, actually.
Kendra: It is confusing, because you're like, "What is that? What are you going to open up your trench coat and show me your genitals? What's happening here?"
Christine: That didn't occur to me, actually.
Kendra: That's what I think of, but I have a dirty brain.
Christine: [inaudible 00:03:46] I'll never be able to do this again, but yes. For example, I just find it doesn't translate into the business kind of aspect of it.
We're going to talk about that today because if it's a free gift, we tend to be a little bit too generous sometimes, and that's one of the mistakes that we're going to talk about.
Just to make sure that we know what we talk about, and it's basically, what it is, is when you go to a website, it comes in many different shapes and forms, actually.
Sometimes it's very subtle, and you just have a link to click on. Sometimes you just have a button to click on, and it will lead you somewhere else, where you have to fill in your address, and so forth.
Sometimes it's like this pop-in thing, and sometimes you immediately have to fill in your name and email address.
The most old school one I find is subscribe to my newsletter. That is basically old school.
Kendra: Which doesn't work.
Christine: Which doesn't work. Very rarely, but you know, that's a very old school one, but that's how it started, and I think-
Kendra: That's how it started.
Christine: ... most of us, back a couple of years, a few years, that would have been it on a website. That's what we call basic lead magnet.
Kendra: Primarily what the purpose of it is, is to get people on your email list. People aren't just going to give away their email addresses for nothing, and especially these days. People are pretty hesitant to give away their email address, because there's a lot of people trying to get their email address, so they like to hold onto it, but if you offer something... so, you've got to kind of bribe people. You've got to entice them to join your email list, and you might be giving away a cheat sheet, a checklist, an e-book, a web series, a video. Something like that. It's something that you give for free of value to kind of get people on to your email list so that you can create relationships with them. You can nurture them, you can get to know them, and eventually sell your product or service to them.
Christine was saying about the newsletter, that was back in the day, like when I first started blogging in 2011, that's what I had. Subscribe to my newsletter, and people would actually do it. They were just, "I want your newsletter."
These days, people are, "Well, what does that mean? I don't know what a newsletter is. What is that?" There's nothing interesting about it anymore, and so if that's what you have on your website, It's not going to lead to people opting in to your email list, because it's just not juicy enough, right?
Christine: Exactly. [crosstalk 00:06:06]
When receiving emails, you don't want anything else to spam. Everything you get from offers of your super market, things that you actually didn't agree to sign up on. Suddenly you're getting emails from the hotel you stayed at. The airline that you booked with or whatever.
Kendra: Yeah, and that drives me crazy, because I don't opt in for a lot of things but people are marketing to me and its completely illegal by the way guys. You need to get permission, and you need to be very clear and transparent, with the fact you are asking them to join your marketing list, and you're going to give them that free thing. They need to be well aware that they need to say yes. Right? It's like sometimes you sign up for an appointment with someone, or you purchase a product and then suddenly you're getting marketed to, and you're, "I didn't sign up for this."
Christine: It's not cool.
Kendra: It's not cool. It's very invasive right? For those of you who are brand new to this, you might be wondering how do I get their email address? How does this happen? What people are generally going to have, like Christine said; there going to have a pop up on the website. You guys have all seen this, you get on to websites and something pops up. That is a way to deliver it. A lot of people have what's called a landing page, it's basically a single page that just kind of tells people what its about, and why they need it. Why it's going to be helpful.
Kendra: That's something that you get with a third party landing page software.
Christine: Exactly, and the way that it's different from a regular website is there isn't a menu. There's basically nothing that distracts you to click somewhere else or to go somewhere else. The only focus is on this one thing, which is to basically sell you the idea that you need this. The currency is your email address. That's basically it.
Kendra: That's basically it.
Christine: Examples of lead magnets, let me just see, so I don't jump too much ahead.
Kendra: No. I think that's fine.
Christine: What are examples of a lead magnet? We've already talked about it a little, but the most popular ones I reckon are I think, checklists. Are huge.
Christine: A lot of people, and the company called Lead Pages, is a company that specialize on designing those. You can do it yourself, but they've done a lot of experiments, and they said that the checklist is really popular because it's easy to consume. People don't spend a lot of time on it. Those are things that work very well. The same is for the report, works really way. Back in the day e-books were really popular, now I would say not so much. They're just too long, people are like, "I don't have time to read." A small mini training at a point a lot of people did this drip kind of thing where you get one part of a training day one, day two, than day four. I think that's already too long. People don't really have the attention span for that anymore.
Kendra: Yeah, I feel like it's going to take a lot for people to get to the end.
Kendra: When we're talking about, the title of this podcast is "5 reasons why lead magnet isn't converting." What do we mean by convert? We mean getting people on your email list, and then that leading to a sale. Right? That's what we want. We don't just want to give someone away something for free and then disappear and then just sit there and prey and hope that they're going to eventually sell. We actually want to lead them into a sale, or a free sales call, or a program or some sort of low price offer, whatever it is. That's what we mean when we say conversion and convert. It's actually turning that lead, that person who is exchanging their email address with you to turn into your potential client right?
Kendra: Let's talk about... [crosstalk 00:09:36] Sorry, go ahead Christine.
Christine: The [inaudible 00:09:38] conversion would basically be they get on your landing page, or they see your offer, do they actually sign up? That's definitely the conversion you should track. How many people have seen it, and how many people have actually entered their email address? If you see that a lot of people have seen it, but they haven't given you their email address then somethings wrong. [crosstalk 00:09:54] that too would be to see, now they've given me their email address, they're curious they're obviously interested what I have to offer. How many of those are actually then taking the next step, saying the second yes to purchasing something from you? We're going to talk about how all of that is structured as in, how do you sell, what do you sell, in a series that is coming up soon, so stay tuned for that.
Kendra: Yeah, we're going to have an email marketing series. Today what we're going to tell you; the five reasons why your lead magnet sucks. Okay. Basically why, I see this a lot. This is something I struggled with a lot when I was brand new, a lot of the coaches I'm talking to just can't figure out. They're like, "I have this lead magnet, I put all this effort into it but it's not working for me." We're going to break down the five primary reasons why. The first one is actually something Christine alluded to earlier. Your lead magnet may be too much of a chore, to consume and it just takes them way too long to get through. Christine said that back in the day e-books did really well, you could give away this 100 page, 50 page e-book, and people would just eat it up. These days people just don't have the attention span.
If your lead magnet is too much of a chore to get through, even though people are signing up for it, they just don't get to the end of it. That's not going to lead your bottom line. Even though, I'm sure it's super juicy and its super good and you put your heart and soul into it. If it's too long people just aren't going to get through it. What you want is for people to get a result from your lead magnet. You want them to actually learn something of value, or actually maybe implement something from your lead magnet and be like, "wow that really worked." That's their first time coming into contact with you, your business and your brand and if they have that positive experience right out of the gate they're going to be like whoa, [crosstalk 00:11:47] this dude, this is cool. I'm going to pay attention. Right?
Kendra: E-books, don't do it. I see a lot of health coaches be like I'm going to do an e-book and I'm like, "no, no, no."
Christine: No. Even if I have a 5 page e-book, I'm not going to read it. I'm just going to skip everything and jump to the last page for example. Its instant gratification. Add in a little secret hot tip in there with something that can immediately be implemented or what else you can do is to have them something that they really didn't know.
Christine: For me for example it would be; here are three [inaudible 00:12:28] that you didn't know about, and also people have no idea that it could be the thyroid or a bit of hormonal food for example, it just allows them to immediately see, there's something new I've learned there. My day is better for it. Instant gratification is absolutely key.
Kendra: Fantastic, I love that. I think that checklists, if you want to do a guide, call it a quick guide make it very apparent that this is just a quick guide. I'm not going to dump all this crazy information on you. I'm giving you a quick guide. Checklist, cheat sheet, gift guide, maybe a quick video or a video series or something that [crosstalk 00:13:02]
Christine: A review maybe, if you have [inaudible 00:13:05] if you wanted to do the best five supplements for your thyroid or something like that. People love that stuff.
Kendra: People love that. What you want to test is when you actually make it and then read it as if you're a reader, then time how long it takes you to get through it. If it takes more than ten minutes too long really that five minute mark is pretty juicy right? People just want to get that information and move on, but if you give them say five supplements to help with thyroid or something like that and they try one of those supplements and they're like, "oh my god, my thyroid symptoms feel better." They're going to be so sold on you, they're going to be like, "this person is amazing, I'm going to follow them on social media I'm going to see what else they have." It's just a really good starting point. Don't be afraid to give away your best tips in that lead magnet, because you're really trying to impress.
Christine: Exactly, and we're going to talk about how to present it in terms of copy on a later episode too. Some tips, people just love the number 5 for some reason.
Kendra: Or 3.
Christine: 3 or 5 is the magic numbers because I don't know why. It just works really well. Or you could just say the number one thing. Stick between 1, 3, and 5. Don't go beyond that. Its just a magic number, make it juicy make it really interesting for them. You can get [inaudible 00:14:26] on how to write copy, and we'll talk about more on that soon.
Kendra: Soon, yeah. I think the other I just want to mention is it's really important to know who your audience is. For example, let's say if you were a health coach working with people who are brand new, their at the very start of their healing journey, they're just realizing now that maybe standard American diet isn't right. Maybe cereal for breakfast isn't good for me and maybe Diet Coke...
Christine: [inaudible 00:14:49] isn't fruit.
Kendra: Yeah, exactly. They're just learning, well then you need to kind of meet them where they're at. You can probably give them some really basic things that are going to seem really juicy to them. If your client is further along, and they're the type of person who's seen a lot of, they've worked with natural doctors, and they've tried a lot of things, they've done a lot of personal research and then you're just, "eat healthy, get sunshine." They're going to be like, "this sucks, I've seen this all before." You really need to know who you're talking to. If you're going to give them a really juicy piece of information you need to know where are they in their health journey, that's why its so important to determine who you're talking to. We did an episode on neish, it's one of our early episodes. I think it was maybe our first or second or third episode.
Christine: Yeah, I was up until 3 am, I'm pretty sure.
Kendra: Guys just scroll down to the bottom of the feed, and you can find that episode on neishing, its called to neish or not to neish.
Christine: To neish or not to neish or something like that.
Kendra: If you guys want more, cause that's really important. If you don't have a neish you're actually not going to know what to create for your lead magnet.
Christine: Exactly, it's going to be too vague. It's not going to stick, and you're going to get weird people wanting to work with you or not work with you.
Kendra: They're just going to fall off right?
Kendra: That would be number one, that it's too long, it's too much of a chore to consume. The experience you might be having is people are opting in for it, but then nothing's happening. Look at how long it is, look at how juicy it is. Look at the quality. Think of how it relates to your ideal client and where they are in their whole journey. Okay, so that's number one. Number two is, you're not pitching it enough. This is another thing I see a lot of coaches do. They make their lead magnet and then they tell people about it once.
Christine: I'm so guilty of this too. I forget that I have it. I'm guilty of a lot of things, I have to say. I have a free training that is 35 minutes, which is way too long. [inaudible 00:16:34] Anyway, we'll talk about that another time. It's very true that I'm absolutely certain that I'll get more people on my email list if I actually just mention it. It's just whenever you post, just a little tip, did you know I have a free training or to get more tips, try to relate it to your free lead magnet. Get more link is in my bio on Instagram, or a link is in my bio on Facebook, wherever you go just make it short and snappy and just add it. Did you know....
Kendra: Just let people know about it every time you're showing off on social media, or anywhere. Whether that's Facebook, Instagram, LinkedIn, Pinterest. Every time you're giving away something of value it's okay to be like, "I have this free guide." Obviously the content you're giving should relate to it, for example if you're doing some sort of live video; what I always used to do is I would mention it at the beginning then go through my training and then this natural transition. Now that you know about x, y, and z you might be wondering about this, funny enough I have this free guide that will teach that. [crosstalk 00:17:37] you can get the link above the video or below this post or whatever.
Kendra: It's just a natural transition. People liked the content you were sharing and they want to dig a little bit deeper. Then you're doing them a disservice by not letting them know that, that exists.
Christine: Exactly. You also need it if you want to get more into [inaudible 00:17:56].
Christine: If you want to get more into PR, you want to write articles, if you have a guest post. People will usually allow you to offer your free gift, or your opt in to the people, to the crowd, to the listeners, the readers, so make sure you have one that's super juicy. Say, "look at the end of this I have this free training where I have an amazing checklist." Try to relate it to the topic, and actually if you want to go super pro, you can design it for the audience that you're talking too.
Kendra: Yeah, totally.
Christine: You can have a URL, you just copy your lead page and then do it from, for example sleeplikeaboss.com/fire would be my opt in just for Entrepreneur on Fire, because everyone who's on Entrepreneur on Fire has their website/fire. It's kind of known thing.
Christine: My opt in is bold, I'm not even sure if it works. [crosstalk 00:18:45]
Kendra: Yeah, you can actually set up a redirect. This is actually something you taught me Christine. I have a plug in for my WordPress called 301 redirect, where I can literally just create links. Kendraperry.net/whatever, and then redirect it to some other page. It's really easy. Like you said sleeplikeaboss/fire. I can remember that. I can remember that right now and type it into my phone. You don't want to be, kendraperry.net/10-20times50 you know and have this huge thing that people are never going to remember.
Kendra: I'll often do, I just created an Instagram bio cheat sheet. I have KendraPerry.net/IGbio. Easy. [crosstalk 00:19:26]
Christine: Things like that, and people feel flattered when they go then. Like, "hey fire starters." Or "hey it was lovely to have this interview with x,y,z on her podcast, I hope you enjoyed it." Then you have the thing there. You can even then ask for reviews afterwards and things like that. We'll talk about that later on at our later episodes where break all of this through. Just to say, there's lots of things you can do. You should have it, you should definitely customize it if you can. It's an important tool to have, and just shout about it anywhere. [crosstalk 00:19:58] have it in every thing you do.
Kendra: Yeah, and you guys [crosstalk 00:20:02]
Christine: Email signature is super good.
Kendra: That's actually a great place to put it. I can't remember who I learned that from, but I have it on my email signature and my assistant's. We've got your email, we're going to get back to you within 2 business days but in the mean time we have this for you that you can check out. I think that's fantastic.
Christine: I love that too.
Kendra: I had one more thing to say. You guys may have noticed that some people out there have multiple lead magnets, it's very tempting to do that, and that's something you can eventually get to but if you are new, just make one. Just keep it simple, make one, [crosstalk 00:20:37] make it super specific to your audience and what you're ultimately selling. Then in the future, like right now, I have tons of options depending on what I'm teaching. It's because I have a team. I'm not a solo-preneur, I'm not doing this by myself. I have other people who are doing other aspects of my business so that I can focus on this. In the beginning don't get carried away. Create that one awesome thing that's really going to help your ideal client.
Christine: Agreed, cause otherwise it's super confusing later. It's just not worth it. Just keep it simple. [crosstalk 00:21:09] Then once you have your team, let them still keep it super simple, but let them handle it.
Kendra: Yeah, exactly. Once you have a team you just have more time for content creation. Right? Because their running the admin side of your business. If you guys are interested in learning how to hire a team, we actually recently did a podcast episode on that too didn't we?
Christine: I don't know if it's published yet.
Kendra: It's released. I actually just saw it. I'm looking this up... anyways it's like two episodes, or a few episodes ago. Check that out. Anyways, that's number two, is you're just not pitching it enough. People don't know about it. The reason you're not getting people on your list is because they don't actually know it exists, that's number two. Then number three, this one is really, really important Christine. I see this all the time. Your lead magnet is actually disconnected from the product or service you're ultimately selling. An example of this would be that you help women reverse how she motos but your lead magnet is a healthy food challenge that has nothing to do with how she motos. Or, it's a smoothy recipe guide. There's no connection there. Right?
Christine: Exactly. It's just a step, but it's not really the secret weapon or how she motos. We all know that the lead magnet is not going to solve it, but it needs to be much more related to the thyroid than just as the movie.
Kendra: Totally. Exactly, and that means, with that example that you have people opting in to your freebie because their interested in smoothies but it doesn't mean they have how she motos or they have any interest in healing their thyroid. Their interested in smoothies, but it's confusing because you give them a smoothie recipe then suddenly you're, "sign up for a call with me to help your thyroid." People are, "what? I just wanted a smoothie what the hell is this?"
Christine: Exactly, doesn't make sense at all.
Kendra: It doesn't make sense. You really want there to be an obvious connection. Really, your lead magnet is what do they need to know first when they come into contact with your business. With the how she motos, maybe it's five things you do every day that are making your thyroid antibodies go off the charts or something like that.
Kendra: Their like, "oh, okay." Then they get in there and then they go through your email sequence. Which again we're going to talk about email sequences in a later episode. It's obvious because their like, "okay, how she motos, oh my god these things are making my antibodies go through the roof and I didn't even know, I do them every day." Then you take them on that educational journey and eventually you're, "hey, I have this program are you interested in learning how I can help you reverse or how she motos." It's really that natural next step right?
Christine: Exactly, and I think you also need to voice it with who you want to work with. Let's say for example if you have a product series with simple tips keep your lead magnet simple. If you have a more complex service make sure your lead magnet kind of talks to it, keep it still simple but make sure that it conveys what kind of service you have. For example for me I did have just a bedtime routine checklist, but in the end it's not what I do. Now my lead magnet which is a training, is more complex but it shows people what they don't know so that they need to hire me in order to actually learn more about this and to address this. It really depends on how you work too and make sure that, that is aligned because otherwise you just get tire kickers. One big thing I see that is happening a lot of the time is quizzes. I know that quizzes convert very well in step one, which means when you have a quiz a lot of people will sign up to take the quiz, but the people that unsubscribe is huge.
The step two conversion of it leading to sales is not happening. There's been research done from that, especially last year in 2017 because quizzes were so huge that a lot of people experimented with it who have huge audiences and use of [inaudible 00:25:04] money and they saw, yes its converts very well and people are signing up because their very curious but it's more of an entertainment factor, it's curiosity. It's not a commitment to actually work with you or to actually take the topic seriously at that.
Christine: I'm personally not a fan of quizzes. I think they're fun but I don't think that they will bring a crowd that is actually going to convert.
Kendra: I love that you bring that up Christine, because I actually had a quiz as an opt in probably in 2017. It was crazy, I was running Facebook adds to it, I was getting 50 cent conversion. It cost me 50 cents for each person that was coming on to my email list with Facebook adds, now that's like unheard of but back then that was still super good. I grew my email list super fast with that quiz, but these people did not buy. When I launched my product to them through a webinar it was a flop, three times in a row with this list. It was ridiculous, and I was just like, "ahhh, why?" I just paid all this money, people are opting in but, you're right, it's just a curiosity an entertainment. I take a lot of quizzes if I'm bored. I'm like, "oh shit, that looks cool, I'm just going to take that quiz." It doesn't actually mean that I care.
Christine: Exactly, and I think that's [crosstalk 00:26:20] a word of wisdom from us just stay away from them, don't do them. Just don't.
Kendra: I totally agree. I tried to do it a bunch of different ways. I tried to set it up different ways. Having an assessment and then, telling them what was wrong and then sending them into another sequence. Honestly it just didn't work.
Kendra: I agree, don't do quizzes. That's number [crosstalk 00:26:44] wait what were you going to say?
Christine: You're welcome all of you guys that are just like, [crosstalk 00:26:51]
Kendra: Guys, that's number three. I think this is a huge one that just your lead magnet is disconnected. Right? It should be a natural transition. If you're selling gluten free recipes your lead magnet for example shouldn't be anything else but gluten free recipes. Then number four guys, is your lading page sucks. [crosstalk 00:27:16]
Christine: I love bad landing pages though. It's a pet peeve of mine, and when I see a really bad landing page I just slag it off until there's nothing there. It's kind of a pet peeve, it's not really nice of me. I mean especially people who haven't updated their website in like three, four, five, six years.
Christine: It's hilarious. In the mean time, there's really no excuse to have a bad landing page because you literally get them out of the box. Some look still really ugly but with all the drag and drop kind of system it's kind of easy. To just break it down what your landing page should be like. There should be no unnecessary fa-rah. It's just about your free gift, that's it. Nothing else. Make sure you have a huge headline that is telling you exactly why this is super awesome. Maybe a subtitle, then already give them the opportunity to sign up. Don't make them scroll 500 years until they can give you their email address. If you look at the screen it's above the fold, which means you don't have to scroll for them to get your email address or to press the button where they can then have a box in order to have that email address. Then you can add some fluff after that. You can add a video after that, or you can add your testimonials after that. I don't know your media credibility markers or whatever you do. Make sure it's easy to read, it's a big font. Make sure please, I still don't get why people don't check to make sure it's mobile friendly.
Kendra: Yeah, that's a big one guys, you got to. I realize that you guys are health coaches and you're on your computers but no one else in this world is. Everyone is accessing the internet from mobile. It needs to be mobile friendly. Once you finish creating it. Open it. Go to it on your phone and look at it. If it looks like shit that could be a big reason why people aren't opting in. Right? I love that you say this because people have different buying behaviors online. There's the impulse people, who are just you see the add and you're like, "I'm in." That's me, that's how I am.
Christine: Me too, it's like...
Kendra: I buy things all the time and I'm like, "what the fuck did I just buy?" I don't even know what that was. I'm impulsive. For me, I don't want to scroll. I don't want to have to scroll, I just want to opt in and get the thing. There are people who are called fact finders. The fact finders they actually need to do their own research, they need to spend a bit more time. For them their going to see that opt in but you should give them the opportunity to scroll. They should be able to see what does this freebie contain. Who the hell are you, maybe in a bio, and then some testimonials if you have them. Right?
Kendra: That's going to allow them to maybe build a bit more trust and convince them a bit more. For those people who are impulsive you want to make sure like Christine said it's above the fold and they don't have to go anywhere they can just enter their email address and it's done.
Christine: Exactly, and if you have a longer lead page make sure that you add that opportunity at the beginning and also at the end.
Christine: Some people will be at the end, and they just don't want to scroll back up. Just make sure that they can do it there.
Kendra: Yeah, you can have another opt in at the end, or you can just have it set up so when you click the button it just takes you back to the top of the page, which is what I think I have. [crosstalk 00:30:34] The other thing I want to mention is how you know your lead page isn't working would be that nobody's opting in. It's probably somethings wrong with your landing page.
Kendra: Sometimes it just takes a small shift to get it to convert. When something's not working I think a lot of us just want to go in change everything. Change the headline, do a video instead of a photo, then if it starts converting you actually don't know what works. It's really important to just change one thing at a time.
Kendra: Change the color and see what happens, change the image see what happens. Change the wording in the headline and sit back because sometimes for me I've had landing pages that were getting super low conversion and I literally just changed the wording up a bit with the headline and suddenly it was at a 70% opt in rate.
Christine: Exactly, and there's tons of blog posts on this about people who have done insane amounts of research on this. It's just like the color of the button is super important. It shouldn't be red for example or shouldn't be too aggressive. The font is really important. There's all these studies on them. I obviously go against all of them because I make it rather pretty rather than [inaudible 00:31:44] which is again, something else to do but I think if it's in line with your brand, again, it's fine. Make sure you only tweak one little thing and have it run for at least one to two weeks. Give it some time for people to actually get there and to see. It's not that your lead magnet is necessarily bad because they arrive there because they were interested in it.
Christine: The idea is good it's literally just the page. [crosstalk 00:32:06]
Kendra: Something turned them off, whatever it was. You want to intrigue them. You don't just want to be like, "get my free awesome thing." You want that headline to really trigger them, it should really speak to that pinpoint. If we're going back to that how she motos example it maybe mentions something like isn't it frustrating when every time you go back to the dr your antibodies are through the roof or even higher. That's scary to people that's when, "Oh my god, yeah every time I go back those antibodies just keep getting higher it's really scary right? Speak to their emotions, have an emotional trigger in that headline.
Christine: Exactly. Super important. Another thing I wanted to mention is, don't ask for too much information. I think in the mean time nobody's doing this anymore but at the time you had first name, surname, phone number, email. Don't do this. First never ask for someones phone number. People are going to be super offended. Personally I find that even the name is a field too many. I am a huge fan of just entering the email address. The reason why name can be interesting is that you can afterwards use it in your newsletter. It would be the computer registers basically that, this is Christine. Then you can automate that it would be every [inaudible 00:33:20] it would say their first name. It would be, "hi, Christine." For example, when I sign up, not always with my first name, I might just use C. Sometimes I might just use test, or I might use stinky feet.
Kendra: I hate stinky feet.
Christine: Then it's like every newsletter you get from that person is like, "Hey, Stinky feet." Don't do it. When you have a business, and you send them newsletters. You don't know who did that. You don't know who filled in the crazy name. I personally don't do it, and it's another step that people don't... It's another hoop to jump through. Keep it simple and my advise would just be email. That's it.
Kendra: I do ask for the first name, it's funny because I probably do say, "hey, stinky feet." a million times to the people [crosstalk 00:34:04] I have actually found that my nurture sequence does better when I say their name a ton of times. I just keep saying their name, sometimes I'll say it five or six times in an email. For some reason people seem to love that, it works for me. You really got to figure out what works for you right? If someone puts stinky feet in there, and I'm like, "doesn't that feel terrible stinky feet?" [crosstalk 00:34:30] I'm definitely going to rethink this a little bit.
Christine: Especially because some people really think you're writing them.[crosstalk 00:34:38] You wrote this for me [inaudible 00:34:40]
Kendra: It is funny, some people don't realize that it's a mass email. Some people they'll just write back to you like you're talking to them. Do you not? But some people [crosstalk 00:34:53]
Christine: That's what we want in the end. But it's hilarious so just be mindful of that.
Christine: Then we have, oh, the legal stuff.
Christine: Exactly, and if you're in Europe it's a little bit more intense as well. If you have an email provider that's a little bit say they will have it done for you. For example for mail [inaudible 00:36:05] and that we use for the podcast it just tells you add a GDPR box and basically people just have to check those boxes, and it's fine. You're in agreement basically.
Christine: Yes, it's an additional step for them, but sometimes it's not too bad because there's a little commitment with that as well. [crosstalk 00:36:20]
Kendra: It's true.
Christine: Having said that we can also quickly mention that the difference between a one step opt in and a two step opt in sometimes you have to click and then you have a box opening. Then you have to type in your name, and sometimes you just have the field right on the landing page.
Christine: Statistically the people who click on the button and then have the opt in, have to type in, have two steps basically to do. Clicking button, typing, are better leads in the end because their more committed to do it.
Kendra: That's a good point. I know in Canada you have to have a double opt in, so it's the law that people subscribe, but then they get an email that says confirm your subscription. They have to click on that. It's true, yeah it's an extra step, some people may not click it but the people that don't actually go through that super simple step that takes all of five seconds. They're probably not that engaged anyways. That's something I know that's true in Canada, I don't know about the states and I'm sure it's true in Europe. [crosstalk 00:37:20] know where you live and what your laws are.
Christine: Exactly. For example, I have an insane amount of people on my list who are unconfirmed. Which means they sign up, but they never hit the confirmation button. I throw them out. I literally throw them out, because for me, it's okay you can't even be bothered to click that link your most likely never going to be a client.
Kendra: They've probably got shiny object syndrome, they're like, "oh that's cool." Then they sign in and then their like, "shiny object." Then they're gone.
Christine: Exactly. [crosstalk 00:37:52] I can see that when I look at my subscribers. If you're unconfirmed I'm just throwing you out.
Christine: Yeah. All right.
Kendra: Awesome, okay. That's number four, that's your landing page sucks, that's the fourth reason. Then this one I think is just in regards to content. It may be the reason why people don't want to give away their email address to you is because maybe you're just not giving them content. Maybe you're just coming at them with the pitch you're, "this is my lead magnet, this is my lead magnet." Those are your posts. You're not warming people up with the really good valuable content. You should follow me and Christine on social media, especially Instagram. I'm at KPerryNutrition, and Christine is sleeplikeaboss. We actually give away a lot of really valuable content on our feed on our stories, on IGTV. Seriously it's a gold mine. That's why people are very open to giving me their email address because I'm giving them value. People are very sensitive to being marketed to in whatever way shape or form it comes in. You just can't lead with that. It's okay to pitch your lead magnet but you better give them something good.
Christine: Exactly. The way I do it, I'm pretty soft on the sauce. I don't pitch my lead magnet that much. What I do regularly is I pitch my blog. You have every other day on my Instagram there will be content that is directly linked to my blog and it's the URL that's on my Instagram profile and when you go to my blog I actually have a pop up. I actually hate pop ups, but they also work.
Kendra: They work.
Christine: [inaudible 00:39:27] In terms of that, you get all of this free content. You come from a place where you already received content, you want to check out more. Then I'm a little in your face, like, "Hi." It's kind of a balance thing. Sometimes you have to be a little bit more.
Kendra: Totally, and I think for me, I do weekly YouTube videos. I really pitch my YouTube videos. My YouTube video gives away actual tips, sometimes I give tutorials, at the end of the video it says, "hey, now you know about this but maybe you're wondering about this." You can click below this video and get my freebie, and that works really well for me. I get a lot of my traffic from YouTube even with a small channel. I don't get crazy views on my videos but a lot of those people do end up opting in just because it is very connected. Right?
Kendra: It's like the video [crosstalk 00:40:14] has to do with the lead magnet that I ultimately pitched. I don't pay for adds right now and all my leads are coming to me through YouTube. It's like I'm pitching something of value and then eventually that leads to.
Christine: Agreed, I never pay for ads. It's weird, it's a different story.
Kendra: It is. [crosstalk 00:40:33] and we'll do something on paid ads, on paid traffic here at some point. I know a lot of you guys are wondering about Facebook ads, which have gotten a lot more competitive and a lot more expensive. There are actually other really great ways to advertise. I also think that initially when you're new, you really should be pumping organic traffic. Smart organic traffic because ads are expensive. You will get to a point in your business where you'll have the budget for ads and you'll want to scale and I think it makes sense to be running ads but in the beginning I think you really just got to get your organic and free content dialed down before you start going into ads.
Christine: Agreed. All right. I think that was a no brainer. Let's make a quick summary. Number one. We have five reasons your lead magnet sucks, so number one is that it's too much, too difficult, too long. Number two, nobody knows about it because you don't talk about it. Number three is it has nothing to do with how you serve people or what you sell. Number four is your landing page is just bad. Redo it. Number five is that it's not good enough content. It's just fluff and nothing of value.
Kendra: Yeah, people just don't want to. THey're like "this person sucks. I'm out."
Kendra: Bye. [inaudible 00:41:49] Awesome. It was super fun hanging out with you as always Christine. We have so much fun, and I think we're funny. I hope [crosstalk 00:41:55]
Christine: I think we're hilarious. Seriously, I'm wondering if people want to see a case study because I'm thinking of redoing my training soon and just [crosstalk 00:42:03] see us do a case study. Set all this stuff up, let us know and we might make a workshop on that. That you could then get on our website.
Christine: Let us know if that's something that you're interested in. We'd love to know.
Kendra: Or you can just email us hello at 360HealthBiz.podcast or just shoot us a DM on Instagram 360HealthBiz is our handle. Because we love Instagram, we think that it is the social media platform with the most opportunity, if you guys are listening to this on your smart phone right now just screenshot it, share it to your stories, mention 360 Health Biz podcast and we will share it to our stories and just let us know in that story what was your biggest take home, because that just really helps us know that you actually are getting something out of our content.
Christine: Exactly. We love you loads, please love us back.
Kendra: Yep, love goes both ways.
Christine: Exactly. We'll talk to you in a couple of weeks.
Kendra: Yeah, well in one week.
Christine: In a week already...
Kendra: A week, yeah. We now release episodes every week.
Christine: See, I'm so... [crosstalk 00:43:02]
Kendra: Christine doesn't even know
Christine: God, I'm a nightmare. Yes, I'll talk to you next week.