5 Tips So Your Lead Magnet Always Delivers On Marketing Promises
Plus: The Story of the Clown Car Uber Ride
When my husband and I decided to pack up for a trip, we didn’t know the greatest adventure would happen on the way to the airport…
I’d like to share with you the story I’ve fondly dubbed our “clown car uber ride.”
It all starts one fateful morning, when I dug out my cell phone and arranged for a trusty Uber ride to the airport 20 minutes away.
We’d used this service many times before, and thought it well worth the money — plus, the alternative, the public bus, took FOREVER.
So, we gathered our luggage and headed down to the frigid curbside while the application on my phone tracked our requested ride’s progress.
“Your ride will arrive in 1 minute…”
With happy anticipation, we looked down the street to see a large red sedan pull around the corner. Isn’t modern technology great?
As the driver got closer though — I started to get nervous…
I could practically feel his eyes bulging out of his head cartoon style at the small city-scape of luggage surrounding us.
My rolling bag and backpack filled with work supplies weren’t too big of an issue. But, my husband also had a duffel bag, a hard traveling golf case… and another rolling bag just for good measure.
Sure, it was a lot of luggage, but this car had plenty of space to fit it all.
My thought was only confirmed when the driver popped open the trunk to reveal a space large enough to fit the music equipment for the entire Partridge family… guitars, drums and all!
My husband and I weren’t concerned in the least… this would be no problem.
The driver, however, thought differently…
He was skeptical right from the start. First he looked our bags up and down and spent several quiet minutes mentally trying to arrange the luggage in his vehicle.
We stood their patiently and politely…
Then, he climbed into his cavernous backseat to locate the lever that would lower the backseat for access to the trunk.
More minutes passed with no progress…
After a full 15 minutes of pulling and searching and grumbling — and not picking up a single piece of luggage — the driver threw his hands up in defeat.
“Sorry guys, you’re gonna have to get another ride.”
“Wait, really?”
“Yeah, I just can’t fit your stuff.”
With mutters of disappointment at the wasted time, my husband and I dragged out our phones and tried again…
This next Uber driver slowly pulled up to the curb in a MUCH smaller car.
His compact Toyota Corolla was dented and dinged — evidence of many miles logged on the New Jersey highways.
To add insult to injury, the driver whipped open the trunk to reveal a set of huge sub-woofer speakers taking up most of the tiny trunk.
Sigh… I guess third time’s a charm, right?
But, the second driver wasn’t swayed so easily.
He enthusiastically began lifting bags into his car… first my rolling bag and the duffel were swiftly stuffed into the trunk.
Then, he cranked his own seat forward and angled the golf case to stand upright in the backseat.
Lastly, he picked up my husband’s rolling bag…
Now, I happen to know this bag weight 54 pounds according to the United check-in scale at the airport.
I also hold a theory — which I’ve been tempted to test — that his bag is large enough to smuggle away the great dane who lives down the hall.
In a word, it’s HUGE.
But the driver lifted it with gusto and jammed it into the back seat of his Corolla. When he stood back from the car, we were pleasantly surprised to find just enough space to fit my buttocks.
So, I squeezed into the back seat… my husband in the front seat… and off we went to the airport — happy and satisfied with our level of service.
Any clown car performer would be proud!
Now, let’s take a moment and think about the marketing lessons from this little story:
Both drivers were offering an identical service… Uber rides to the airport.
Both drivers had an identical prospect… passengers who wanted to go to the airport.
But only one of the drivers was able to deliver on his promise. He did whatever it took to satisfy his customer and get us to our destination.
What’s even more impressive is the fact that he was able to do this with a MUCH smaller car and with much less time wasted.
As a reward, he got the fare for the trip and a happy “5 Star” recommendation from us. And if we could somehow request him as a driver again — we’d do it in a heartbeat.
When it comes to your own marketing with a lead magnet, it is just as important that you deliver on your own promises. Here are a few tips to get you going…
5 Tips So Your Lead Magnet Always Delivers On Marketing Promises
Tip #1: Don’t Over-Promise
One of the best ways to be sure you don’t break a promise is to never make a promise you know you can keep.
So, be reasonable in your opt-in page and ad language. Only make statements about your lead magnet product that you are sure you can support.
Tip #2: Make Sure You Deliver REAL Value to Your Prospect
Your lead magnet should contain usable information that your prospect can put into action immediately. And don’t make it just be average usable information… make it extraordinary.
Deliver such high value with your product that you prospect becomes a raving fan of your business. That way, your prospect will remember you when it comes time to make their actual purchase.
Most importantly, don’t leave your prospect feeling disappointed with a lead magnet product that just contains a lot of fluff.
Tip #3: Know Your Prospect Inside and Out
Part of delivering value to your prospect is knowing what it is they most need. That’s where strong avatar research comes in.
Before you build your lead magnet, research who your avatar is and what it is they most need. What problems are keeping them up at night? What emotions do they association with this problem? What types of language and words do they use when talking about this issue?
Remember, you’re solving a problem for them, delivering real value. This will be more effective if you have a strong understanding of your prospect right from the start. This way you can begin to build a strong relationship with your potential buyer.
Tip #4: Your Lead Magnet Should be in a Usable Format
Next, put some care and consideration into the design and structure of your lead magnet. This includes both the written content of your product and the graphic design.
The best type of graphic design work comes when a product is laid out in a manner so it can be easily read. Good design should support the written content with layout that naturally leads the reader’s eye through the message.
It should also contain enough spacing to provide relief for your reader’s eye, many openings for scanners looking for new entry points into your message, and images that will help support the emotions and concepts contained within the product.
The written content of your product should be well organized with thought given to the editing and grammar. Plus, give your writing a conversational feel. This way, your reader will feel themselves drawn in to the content and find themselves flowing towards your Call to Action as if on a “greased chute.”
Tip #5: Make Your Lead Magnet Mobile-Friendly
And lastly, just as the Uber app worked so well for us, make sure your lead magnet is mobile friendly. These days, people are always on-the-go and spend more time on their laptops, smart tablets and phones than on desktop computers. So, make sure your lead magnet can be easily read and consumed in a mobile form.
So, the next time an Uber driver pulls up to give you a ride… think about whether all of your expectations are being met. And remember, the best way to get a raving review and repeat customer is to deliver on your promises… every time!
When you’re ready, here are three ways I can help your business:
1. Check out my FREE lead magnet guide I have posted on my website to learn 12 simple steps to create your own flood of new prospects using a lead magnet.
2. Schedule a Strategy Call. Schedule a 45-minute call with me and I can help walk you through the process of creating your own lead magnet. We’ll discuss your ideal prospects, content, and the structure of your lead magnet. Then, you’re free to use the information we discuss to create your own lead magnet. Or…
3. Hire me to complete your lead magnet start-to-finish. I can help you do every single step of creating your lead magnet — strategy, writing, design, and even the other funnel elements such as your Facebook ads, opt-in page, and follow up emails.
