$100M Leads: How to Get Strangers To Want To Buy Your Stuff (Acquisition.com $100M Series)

it is all three types of lead magnet in one. You get to try something on - like a trial. It also reveals a problem as once you try one thing on, you might find that you need something different than you intended. And once you find a shirt you like…a good salesperson would say “do you want pants to go with it?” It becomes step one on a multi-step process of creating an outfit.

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Action Step: Pick the narrowly defined problem you want to solve. Then, make sure your core offer can solve the next problem that comes up.

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a lead is a person you can contact. That’s all. If you bought a list of emails, those are leads. If you get contact information from a website or database, those are leads. The numbers in your phone are leads. People on the street are leads. If you can contact them, they are leads.   But what I came to realize was - leads alone aren’t enough. We want engaged leads: people who *show* interest in the stuff you sell. If someone gives their contact information on a website, that is an engaged lead. If someone follows you on social media and you can contact them, that is an engaged lead. If people reply to your email campaign, they are engaged leads. The leads showing interest are the leads that matter.   Engaged leads are the true output of advertising.

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Package your lead magnet in every way you can. It dramatically increases how many engaged leads come your way. And more leads engaging with your lead magnet means more leads getting value from it. This is huge.   Fun fact: My book $100M Offers has a near perfect ¼, ¼, ¼, ¼ split between ebooks, physical books, audiobooks, and videos (free on Acquisition.com). Making the book available in multiple formats is the easiest way I know to get 2-3-4x the amount of leads for the same work. If I only made it available in one format, I’d miss out on the 3-4x the people who wouldn’t have read the book otherwise. What a shame that would’ve been and what a waste.

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b) Urgency. You can have unlimited units to sell, but let’s say you stop selling them in an hour… on purpose. I bet more people than normal will buy your thing in that hour. This is urgency in action. Urgency is when people act faster because they have a short amount of time.  And the less time people have, the faster (more urgent) they tend to act. So if you make the time they can act on your CTA shorter, you can get more of them to act on it faster.  You can also use the same urgency with discounts or bonuses that go away after X minutes or hours. After which, this offer will never be available again.

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We start by picking a problem that’s narrow and meaningful. Then, solve it. And, like we just learned, when we solve one problem, a new problem reveals itself. Here comes the important part- if we can solve that new problem with our core offer, we’ve got a winner. This is because we solve this new problem in exchange for money. That’s it. Don’t overthink it.   Example: Imagine we help homeowners sell their homes. That is a broad solution. But what about the steps before selling a home? Owners want to know what their house is worth. They want to know how to increase its value. They need pictures. They need it cleaned. They need landscaping. They need minor things fixed. They need moving services. They may need staging. Etc. These are all narrow problems–great for lead magnets. We pick one of the narrow problems and solve it for free. And although it helps, it makes their other problem more obvious–they still have to sell their home. But now we’ve earned their trust. So we can charge to solve the remaining problems with our core offer and help them achieve their broader goal.

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So your lead magnet should be valuable enough on its own that you could charge for it. And, after they get it, they should want more of what you offer. This gets them one step closer to buying your stuff. A person who pays with their time now is more likely to pay with their money later.   Good lead magnets get more engaged leads and customers than a core offer alone, and do it for less money. So let’s make a lead magnet, shall we?

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Action Step: Give a clear, simple, action-oriented CTA. Then, give them a ‘reason why’ using scarcity, urgency, and any other reasons you can think of. And, do it often. Don't be clever, be clear.

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First, if your audience has a problem they don’t know about, your lead magnet would make them aware of it. Second, you could solve a recurring problem for a short amount of time with a sample or trial of your core offer. Third, you can give them one step in a multi-step process that solves a bigger problem. All three solve one problem and reveal others. So your three types are: 1) Reveal Problems, 2) Samples and Trials, and 3) One Step Of A Multi-Step Process.

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The three things you’ll want to test are the headline, the image(s), and the subheadline, in that order. The headline is the most important. So if you only test one thing, test that. For example, I had no idea what to title this book. So here’s what I did to figure out which name would do the best - I tested.

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