The theory is that people sign up for your newsletter or attend your seminar or other event because they want to learn your wisdom, ideas, and advice. Or they want to know more about what you do and how you can help them.
That’s the theory but, unfortunately, they don’t always take the time to do that. That’s why most professionals who write a newsletter or conduct seminars, etc., offer an incentive or bonus, aka “lead magnet” to entice more people to sign-up.
And it works. In fact, more often than you might think, people sign up primarily (or solely) to get the bonus.
But only if they believe that said bonus offers sufficient value in return for giving you their email.
And so, if you want more sign-ups, make sure you create an effective lead magnet.
How do you do that? You work just as hard (or harder) on the report or other bonus as you do on your newsletter or event.
Because if they don’t sign up, it won’t matter how good your newsletter or seminar might be, prospects won’t see or hear it.
The key to an effective lead magnet is the headline or title. It must instantly get the reader’s attention and persuade them to read or listen. Tell them what they will learn or get or be able to do as a result of reading or consuming the report.
Your report should help them solve a (painful) problem, one they know they have and want to get rid of. Or it should help them achieve a meaningful objective they ardently desire.
Something they want or something they need.
Ideally, your description of the report should say or imply that they can’t (easily) get this information anywhere else. One way to do that is to point out that your report is based on your years of experience working with clients with the same problems or desires as your reader, or it is a form or checklist you use regularly in your practice.
The length of the report isn’t important. As long as it does what it says it does, and is something the reader wants or needs, you’ll get more sign ups. But since the ultimate goal is to get more clients, consider giving them a lot of high quality information.
The more value, the better.
You want them to think, “If she provides this much value in a free report, she must truly know what she’s doing and can afford to be this generous. I can’t wait to see how much value she gives paying clients.”
This gives you great posture—and a lot more sign-ups.
How to create an effective newsletter, get more subscribers and more clients
