I'm hesitating to respond here because you don't know me... but if you want a brutally honest response, read on... if you don't just skip this post and put me on ignore or something...
...
These lead magnets are awful... and so is the copy...
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Let's start from the beginning: yes, lead magnets work -- and always will work.
Every successful business right now has SOME form of "lead magnet", a way to get people in the door.
Sure, if you're online a "pdf report" is an example... but many industries offer reports as a lead magnet... from investment firms to accountants to doctors to ... well just about anything.
There are major issues when you start thinking that internet marketing is some special and/or different thing... it's not. It's marketing. Period.
Every single day you are seeing lead magnets. From that % off coupon, to a buy one get one offer, to a sign that says $1 coffee enticing you to come in (we can also call some of these loss leaders but that's a bigger conversation than we can have here).
So the big question...
Why do these suck so bad?
Who in the world would ever say in their head or out loud "gee I'm tired of paying too much for audio and visual equipment at my conferences" ?
I'm going to guess no one.
If you're running a smaller conference -- the hotel forces you to buy their package.
If you're a major production -- you have your own production crew.
Even the term Savvy event planners pre-supposes they already know what they are doing to insure their AV is fine. They hire an expert on site and are done with it.
I've run about a hundred different conferences (or similar events) at this point and I would never ever look for a guide that taught me how to save on AV... I would just pay the money and get it done. I don't mess around with stuff like this -- nor do I want to.
The reason these aren't getting any clicks is because where you started from is wrong: you said "what can I give people"
The real question is "what are people asking for help with right now?"
Your lead magnets should answer the question they are asking.
So if you've read over my bashing here and want a little guidance, answer a couple questions for me:
1.) Who is your actual prospect? (be specific)
Is it event planners? Wedding planners? Conference planners? Speakers? Networking events? Who specifically?
2.) What is a consistent problem they run into?
Are they struggling to get RSVPs? Are they having a hard time promoting their events? Are they constantly looking for meeting spaces? Are they struggling to communicate/send reminders and follow up with guests?
I can guarantee they aren't worried about A/V. It's the LAST thing on their mind.
I can also guesstimate those I just listed are probably pretty spot on...
I'd have to dig in a bit more but I'm guessing if you came with a few lists as lead magnets (and these days even a blog post could be a lead magnet -- you would just make it a sponsored ad)
5 of the best wedding locations in australia
9 easy conference centers for your small to medium sized event
7 event centers that are easy for people to get to
(even better if you do the work and figure out the long-tail google searches people are using for something along those lines).
But you wouldn't do just 1 of these... you'd probably end up doing all of them because they target specific people (thus: who is your specific prospect?)
Simple 2-step reminder system to fill your live events
The top 3 best apps to organize conferences
How to get your conference attendees to actually show up!
Now keep in mind: these are HORRIBLE but I hope you start to get the idea.
Even though you are a A/V Rental guy -- they are looking for expert advice. You should rope them in with the answers to the questions they are actually asking and that's when you say "by the way, we are the audio/visual guys that take your events to the next level. let us show you how we can really make you look good for your clients..."
It's late. I'm tired. But hopefully this is a start.
Yes. Lead magnets don't just work... they are necessary.
And stop running ads for impressions... no wonder no one clicks on them!
...
These lead magnets are awful... and so is the copy...
...
Let's start from the beginning: yes, lead magnets work -- and always will work.
Every successful business right now has SOME form of "lead magnet", a way to get people in the door.
Sure, if you're online a "pdf report" is an example... but many industries offer reports as a lead magnet... from investment firms to accountants to doctors to ... well just about anything.
There are major issues when you start thinking that internet marketing is some special and/or different thing... it's not. It's marketing. Period.
Every single day you are seeing lead magnets. From that % off coupon, to a buy one get one offer, to a sign that says $1 coffee enticing you to come in (we can also call some of these loss leaders but that's a bigger conversation than we can have here).
So the big question...
Why do these suck so bad?
Who in the world would ever say in their head or out loud "gee I'm tired of paying too much for audio and visual equipment at my conferences" ?
I'm going to guess no one.
If you're running a smaller conference -- the hotel forces you to buy their package.
If you're a major production -- you have your own production crew.
Even the term Savvy event planners pre-supposes they already know what they are doing to insure their AV is fine. They hire an expert on site and are done with it.
I've run about a hundred different conferences (or similar events) at this point and I would never ever look for a guide that taught me how to save on AV... I would just pay the money and get it done. I don't mess around with stuff like this -- nor do I want to.
The reason these aren't getting any clicks is because where you started from is wrong: you said "what can I give people"
The real question is "what are people asking for help with right now?"
Your lead magnets should answer the question they are asking.
So if you've read over my bashing here and want a little guidance, answer a couple questions for me:
1.) Who is your actual prospect? (be specific)
Is it event planners? Wedding planners? Conference planners? Speakers? Networking events? Who specifically?
2.) What is a consistent problem they run into?
Are they struggling to get RSVPs? Are they having a hard time promoting their events? Are they constantly looking for meeting spaces? Are they struggling to communicate/send reminders and follow up with guests?
I can guarantee they aren't worried about A/V. It's the LAST thing on their mind.
I can also guesstimate those I just listed are probably pretty spot on...
I'd have to dig in a bit more but I'm guessing if you came with a few lists as lead magnets (and these days even a blog post could be a lead magnet -- you would just make it a sponsored ad)
5 of the best wedding locations in australia
9 easy conference centers for your small to medium sized event
7 event centers that are easy for people to get to
(even better if you do the work and figure out the long-tail google searches people are using for something along those lines).
But you wouldn't do just 1 of these... you'd probably end up doing all of them because they target specific people (thus: who is your specific prospect?)
Simple 2-step reminder system to fill your live events
The top 3 best apps to organize conferences
How to get your conference attendees to actually show up!
Now keep in mind: these are HORRIBLE but I hope you start to get the idea.
Even though you are a A/V Rental guy -- they are looking for expert advice. You should rope them in with the answers to the questions they are actually asking and that's when you say "by the way, we are the audio/visual guys that take your events to the next level. let us show you how we can really make you look good for your clients..."
It's late. I'm tired. But hopefully this is a start.
Yes. Lead magnets don't just work... they are necessary.
And stop running ads for impressions... no wonder no one clicks on them!
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