On this episode of More Clients TV, we're looking at a question I get asked a lot: how do I get more email subscribers?
It's a really important topic if you want to succeed online and most people are really missing a lot of tricks and could get a lot more email subscribers. So I'm going to give you a bunch of tips on this video.
When we talk about lead generation we normally mean potential clients we've not met or interacted with before.
What we tend to forget is the people we already know, but we're not treating like leads.
In particular, there are two categories of people who make exceptional leads that we tend to overlook.
The first is ex-clients. The second is “dropped prospects”.
Both are great prospects because we've already built up credibility and trust with them.
The challenge is we've usually dropped out of touch and we don't know how to get back in contact and start talking about working together without seeming desperate or pushy or otherwise put them off.
In this video, I show you an approach for reconnecting that will get potential clients enthusiastic about speaking with you. And it will allow you to smoothly transition to talking about working together.
The first question I almost always get asked about Email Marketing is “how do I get more subscribers?”.
And the best place to start when it comes to getting more targeted, high value email subscribers is with a “lead magnet”. Some kind of report, checklist, template, “swipe file”, video or other free resource that will motivate your ideal clients to sign up for your regular emails.
But what makes a good lead magnet? Watch the video to find out…
Using a Lead Magnet: a Free Report or Checklist or Template or Video to attract potential clients and then following up with email marketing is a proven strategy that quite simply works.
Its obvious use is for “education” businesses. People who sell consulting, coaching, training or other services where your potential clients want to know how to do what you're an expert in.
So your lead magnet and emails to them can share tips and strategies in that area that help them, educate them and demonstrate your credibility.
However with other services businesses it's trickier to get a Lead Magnet right.
The clients of a lawyer don't want tips on how to practice law. Clients of accountants don't want to learn how to do double-entry bookkeeping. They want to hire someone to do that for them.
So your lead magnet and follow up emails have to be somewhat different.
In this podcast interview Adwords expert Mike Seddon shares the strategy he uses for his lead magnet and follow-up emails to bring him a steady stream of potential clients for his “done for you” adwords management service.
It's a strategy that anyone who does a service like this where your clients want to know you're an expert, but don't want to become one themselves.
I've talked a lot on this blog about “Value In Advance” marketing: building credibility and trust with potential clients by giving them some way of sampling what it is you do.
When I switched from more traditional forms of marketing (telling people how great I am) to Value In Advance marketing (demonstrating it instead) I saw a huge turnaround in the number of qualified, high quality leads I was generating.
And when I discuss this strategy with professionals they can all see how effective it can be – in theory.
But they often highlight a number of barriers that they think will prevent them from adopting the strategy.
Perhaps you're thinking of these too.
The first is that they don't know what to create as a “lead magnet” to share with potential clients.
The second is that they don't think they have the expertise: they're good at what they do but don't consider themselves thought leaders.
The third is that they don't have the time to create their lead magnet (or they're just not good at writing).
What to create as a Lead Magnet.
In summary, the key is to brainstorm the typical challenges your clients have (that you can help with) and identify what I call the “first speedbump” in their journey to solving them.
So if you're a leadership coach, for example, you might decide that the first thing your clients need to do is build their own confidence before working on specific leadership skills.
Focus your lead magnet on this first speedbump – it'll be the most pressing issue on the minds of the biggest number of your potential clients.
But I'm not a Thought Leader.
Putting aside the fact that “thought leader” is such a misused phrase these days it's become meaningless – the truth is that you don't need to be the world's leading expert on a topic to produce something of genuine value to your potential clients.
You do need to know your stuff. You can't just make it up or be “one week ahead” of your clients.
But almost every professional I speak to has significant knowledge of great value to their potential clients.
Most of out clients don't need or want to know the latest leading edge theories in your field.
They want simple, practical ideas that will get them results.
That's what you should focus your lead magnet on.
I'm not good at writing and I just don't have the time.
Although a written report is the most common format for a lead magnet – it's far from the only one – or even the most effective one.
And there are far less time-consuming ways of developing a lead magnet.
A series of short bullet point tips can be hugely useful to clients, for example.
If you do work that's visual or online, you can record a “screen cast” of you at work (for example, creating a sales letter if you're a copywriter) and commenting on what and why you're doing it.
If you do design work, do a critique of 5 good and 5 bad designs in your field (e.g. websites) and write that up (or again, make a screen recording of you doing it online).
Make an audio or video recording of your thoughts on a speciic topic. It doesn't have to be word perfect – as long as the content is solid.
So please, don't let these barriers stand in the way of implementing this hugely powerful marketing approach.