Why Your Lead Magnet Isn’t Working—And How to Fix It Fast! with Lisa Klein

Episode Summary

You can find Lisa Klein at:
LinkedIn: https://www.linkedin.com/in/lisakleinco/
Additional Resource: https://lisakleinco.my.canva.site/lead-magnet-launch-lab-system

#KrisWard
#LeadMagnetTips
#EmailMarketingStrategy

Lisa Klein Podcast Transcription

[00:00:00] Kris Ward: Hey everyone. Welcome to another episode of Win The Hour Win The Day, and I am your host, Kris Ward. And today in the house we have Lisa Klein and she is a launch strategist. Now, before we hear that big word launch.

[00:00:13] Kris Ward: Let’s just understand that we’re gonna be talking about everything and just capturing lead magnets. You don’t have to have some big online digital project product that you are launching. It’s not that kind. Everything, in fact, really is some sort of launch. Would you agree, Lisa? 

[00:00:27] Lisa Klein: Completely. A hundred percent.

[00:00:28] Kris Ward: Okay. Okay. Because to me that sounds like a heavy word. You’d be like, no, I’m not doing that. But any time we put something out there and we want some sort of exchange, it really at the end of the day, comes down to some form of a launch.

[00:00:42] Lisa Klein: It’s visibility. It’s how you grow your business. Okay.

[00:00:46] Kris Ward: Fantastic. Alright, so where do we start? What? What do we not know? What are we missing? What’s happening out there? 

[00:00:54] Lisa Klein: Yeah, so a lot of times people think, okay, I’m gonna come in, I have this great service, this offer, [00:01:00] and here you go. And that’s why I call it a launch because it’s taking a step back to what I call a pre-launch phase.

[00:01:07] Lisa Klein: How do you attract people into your sales funnel so that once it is time the doors open, or your service is there. They know you. They like you, they trust you. And they said, yes, I want what you have. And I’m ready to buy. Here’s my credit card. 

[00:01:25] Kris Ward: Okay. All right. And so what does that look like? How are we making them know and trust us?

[00:01:31] Lisa Klein: So obviously there’s lots of different ways to come into your funnel, whether you’re showing up consistently on social media, on LinkedIn, doing collaborations with other people. Where I focus a lot of time and attention is on lead magnets because it is a way to do that heavy lifting for you.

[00:01:49] Lisa Klein: Okay. Something you can create once, and even if it’s a digital download or something where you’re exchanging your time doing a free webinar or a free workshop, [00:02:00] it is something that you can then repurpose, recycle the replay, or however you wanna do it. But a way to attract people in, into your ecosystem.

[00:02:09] Lisa Klein: Ideally you are the right clients for you who you want to be attracting, solving their pain point, giving them a quick win. So then they say, oh, this was so good. I got this for free. What else do they have to offer where you’ve already brought them in? 

[00:02:27] Kris Ward: Okay, so for lead magnet, I think that’s where so many of us go wrong.

[00:02:33] Kris Ward: I think we either do too little or too much. That’s been my experience. So what are the components of an effective lead magnet? 

[00:02:41] Lisa Klein: An effective lead magnet would be one, speaking to your ideal client. So it might not be the right fit for everybody. You also don’t wanna be attracting just those that want something for free, you want to attract those that are willing to invest.

[00:02:58] Lisa Klein: Okay. Which can be hard, right? [00:03:00] But you wanna find, if you know your audience, what keeps them up at night? What is their biggest challenge? What is their pain points where you can really hone in on something specific to them and create solution? It. I’ll give an example in the health coaching world, right?

[00:03:22] Lisa Klein: Everybody needs recipes. They want quick, easy, healthy recipes. Yeah. And they’re like, yes, sign me up. But that might not lead to an offer for a 12 week one-on-one coaching program. So while you want to be attracting the right people in, giving them what they want, but also being a part of your funnel so that you can nurture them and take them through to what you’re offering.

[00:03:50] Kris Ward: Okay, so in that case, do you have a plan B? If it’s not just giving away the recipe, what would you do instead? 

[00:03:56] Lisa Klein: So for that, it would be, could be something like. [00:04:00] Three day challenge where you’re, they’re learning more about you.

[00:04:04] Kris Ward: Oh, okay.

[00:04:04] Lisa Klein: You’re creating a little bit something where they’re seeing you face to face.

[00:04:08] Lisa Klein: Maybe it’s a 60 minute workshop on creating healthy habits, right? So again, giving them those tips and tricks that they can take and run with that quick win. But also learning, seeing your vibe, how you’re interacting, especially if you’re offering something high. 

[00:04:25] Kris Ward: Yeah. Or also sometimes, like back in the day, we a movie it sounds like, I don’t know, like 18 hundreds.

[00:04:29] Kris Ward: And we used to go to the movies, but you would see the trailer was the best part of the movie, right? And so now it’s oh, okay, that was great. You, those were the two recipes that were great and everything else was like, you needed 57 ingredients from third world countries, right? Okay. Is there some weight to also giving a lead magnet where, I don’t wanna say it’s too much work, but something where you would show them like, yes.

[00:04:54] Kris Ward: So for us, we find, hire and onboard virtual assistants, and we’ve been doing this for quite some time. We’ve got a 90% [00:05:00] retention rate. We’ve got a 12 step hiring process. So I could say, here we are. I’m going to give you the manual of how we do this differently than anybody else. It’s incredibly effective, time efficient.

[00:05:10] Kris Ward: I will give that to you. It’s our secret sauce. Giving it to you. Here you go, Lisa. Now you can look at that and say, this is fantastic, and I’ve step by step. It’s a beautiful, simple hand guide. And then there might be the element, I guess as I’m talking out loud, I may solve my own. I may not even need you, Lisa.

[00:05:27] Kris Ward: I may just have a conversation with myself. But there are two components. One is A, you might look at that and go, oh that there’s still 12 steps. That’s all steps. Okay. Now I know what it looks like. I know her angle, but I think I’ll talk to Kris about doing it and or B. Okay, great. Getting that person is fantastic.

[00:05:44] Kris Ward: Knowing what to do with that amazing talent and how to keep them is also where you need me. So that would work because there’s different levels where they could need me. I. 

[00:05:54] Lisa Klein: Exactly. Exactly.

[00:05:55] Kris Ward: Okay. 

[00:05:56] Lisa Klein: And I say one lead magnet for each of your offers. So because they’re not all created the same, so if you have a high ticket, you have a mid tier and then something, a lower entry, you might have a digital download that is going to a low ticket offer.

[00:06:14] Lisa Klein: You, you may do a in person webinar or training to take them to maybe a workshop or. A group program and then something else that would be, something more high ticket. 

[00:06:32] Kris Ward: Okay. So to your point, I’m thinking linear. Here’s our 12 point hiring process. Here’s the lead magnet. Okay, here’s one or two ways.

[00:06:40] Kris Ward: You may still need me. Fantastic. But to your point, you’re like, okay, that’s great Kris, but that’s working with you. What about a smaller lead magnet to a smaller purchase, like maybe we’ve got. I don’t know, a three part video series or something for $27 on the first F 15 things to do. The first 15 days you [00:07:00] work with a VA?

[00:07:01] Lisa Klein: Yes.

[00:07:02] Kris Ward: Okay. She’s nodding, but they can’t hear you when you nod.

[00:07:04] Lisa Klein: Yes, i, yes, I’m..

[00:07:06] Kris Ward: She’s profound. Lemme be her. 

[00:07:08] Kris Ward: She’s profoundly, slowly, very dramatically nodding. Alright, continue.

[00:07:14] Lisa Klein: Exactly.

[00:07:15] Kris Ward: Okay. Alright so I think that’s something we all miss. I think we go, boom. Like it’s not that I’m looking to go from, Hey, you just met my, just met me.

[00:07:24] Kris Ward: Here’s my name to a big offer. But I’m just focused on that, so I think we forget sometimes I think I know. I think I know. I do know the value ladder and I know we have different, have to have different price points, but I think then I think of that side of my brain and then the other side of the brain.

[00:07:41] Kris Ward: I’m thinking about lead magnets and I think, I forget that you need a different lead magnet for each step of the value ladder. I bet you a lot of us are missing that. We know both things, but we forget how they’re connected. 

[00:07:53] Lisa Klein: Exactly. So some of the things that mis, I call mistakes, if you wanna call it that.

[00:07:59] Lisa Klein: Were either lead magnet or freebie or free resource or whatever you call it, doesn’t have a call to action. There’s no next step. So there it’s not leading anywhere or to. It’s leading to too many places. So you’re having this one free resource that’s saying, okay, you can book a call with me. You can have a one-on-one strategy session.

[00:08:19] Lisa Klein: You can join my group program. And I’m saying, okay, let’s peel that back and that one free resource. Should lead to one offer. 

[00:08:29] Kris Ward: Okay.

[00:08:29] Lisa Klein: You would have something else to lead to a different offer. So that’s one, one mistake in that. The another thing would be where your lead magnet doesn’t lead anywhere.

[00:08:41] Lisa Klein: There’s no follow up. So the one recommendation right now to anybody that has a lead magnet. That is out there is What is your follow up? Do you have an email nurture series that goes along with it? 

[00:08:55] Kris Ward: Okay. No. So if we send okay, [00:09:00] hold on now. If we have the lead magnet and then they sign into the lead magnet, we do have their email.

[00:09:07] Kris Ward: So now we’re going to follow up with other things we can offer them later. For that lead magnet what’s the follow up for, because we already got the email. He asked for something, we gave them something. What next? 

[00:09:20] Lisa Klein: What next is being able to nurture them, getting them to want to know what’s what else is out there.

[00:09:30] Kris Ward: Okay? Okay.

[00:09:30] Lisa Klein: So even if it’s a digital download where at the very bottom says your next step. You’re invited to this program or you’re invited to book a call on the backend too. You wanna continue to nurture them through your emails. You wanna get them used to opening your emails. Okay? You wanna get them used to clicking in your emails, right?

[00:09:51] Lisa Klein: That the click as well. And so I would say you’re nurturing them. My, my framework is a five part series. [00:10:00] So for example, for a digital download. Email number one is you’re delivering the product. You’re delivering the resource. Email two is more about you, why you do what you do, okay. About your business how you can help them.

[00:10:16] Lisa Klein: You wanna make sure you’re also giving them a little bit more value. Thank you. You gave me your email, I appreciate you. Here’s a little something. Here’s tip number 11 that wasn’t included in my first 10 tips. Okay? You could also you are gonna wanna share social proof. Okay. What a client testimonial before you pitch that.

[00:10:36] Lisa Klein: Okay. Now I know what I gave you was so good, but here’s what else you can have. Okay. 

[00:10:44] Kris Ward: All right. And that was three. Where or are we up to five are ready with those emails? Social proof sharing. Social proof. It’s at the five emails. Okay, perfect. Excellent. Yeah, I do think. I know for me, I think we miss those steps because again, I think it’s like ingredients.[00:11:00] 

[00:11:00] Kris Ward: Just a couple years ago I discovered the food channel. I think it was the last female on planet Earth. But anyhow, and the difference between two chefs competing, they might both have chicken I. And all it is different spices or they use a little too much or too little or slightly different spice.

[00:11:14] Kris Ward: So I think sometimes things get compartmentalized. Like I know if somebody’s got a strategy call with me, okay, we have a email sequence, it goes out and we got social proof and got all this other stuff. But I think really if I got, when I get somebody to opt into Elite Magnet, I would’ve followed up, maybe done another email or two, but I probably wouldn’t have used social proof then I would.

[00:11:37] Kris Ward: I’m thinking they didn’t ask for anything, so why am I showing them social proof? Like I, I think that’s a wasted opportunity and I don’t think I was seeing that. I think it gets tied into the sales call too much. Yeah. 

[00:11:48] Lisa Klein: Yeah. Yeah. And that is something that you’ve been in the business, you have it, yeah.

[00:11:54] Lisa Klein: Time to share it, right? Yeah. It doesn’t have to just be on your websites, it’s now you have [00:12:00] direct access to them, especially in their email. Yes. Our inboxes are inundated and flooded, and that would be a whole nother topic about open rates and subject lines. Yeah. But, and yeah, like you said, another great place to embed it in there. Okay. To share what you have to offer. 

[00:12:20] Kris Ward: Okay. So then as far as the lead magnets go, do we have ones that do better than others as far as whether it’s written, whether it’s video, how many pages is there, stuff like that, or, it all depends on your audience, your industry, where they are in the campaign of getting to know you.

[00:12:37] Lisa Klein: Yeah. And I hate to say it depends, but it really, in this case it really does. It depends it to, to your point all exactly. All those things you just mentioned. 

[00:12:45] Kris Ward: Yeah. Okay. All right. So I’m gonna do a lead magnet Now. How do I do a new one every month? What, where, what do I not know? Like where what do we do?

[00:12:59] Lisa Klein: Again, it [00:13:00] depends however you want. I like to have one that’s evergreen, one that is this is my framework, this is my what I eat and breathe by. My business is supported behind this, and it also leads to something that’s not changing. Okay. Whereas if you are doing a group program that open closes doors to a cohort only on July 1st.

[00:13:26] Lisa Klein: In January 1st, you might have a different lead magnet that is time sensitive, that is, a hosting a free webinar or something, or a free challenge that would be leading into a program. So that would change. 

[00:13:42] Kris Ward: And do we. When do we call it and say, this is not working, this is dead. How do we know it’s a difference of the lead magnet or our presence on social media?

[00:13:51] Kris Ward: Or there’s so many variables that lead to the lead magnet, pun intended. So when do we know how much time to give it? Like [00:14:00] when’s it a suc, a success or failure? 

[00:14:02] Lisa Klein: Yeah. And I actually just did a post on that on LinkedIn exactly to this point is just like your email, you need to look at the data.

[00:14:11] Lisa Klein: Okay, what are your opt-ins? What are your email open rates? What is your conversion rate? Are you getting people onto sales calls or whatever that next step is for them. So if you’re at a point of there’s nobody opting in, okay where are you sharing this? Are you talking about it on social media?

[00:14:29] Lisa Klein: Are you doing collaborations with other people or inside groups and masterminds and sharing it are from people that you’ve seen on social media struggling with this pain point that you’re like, oh, I have this resource for you. And sharing it out into the dms and in regular conversations. So I think part of it could be visibility in that respect.

[00:14:51] Lisa Klein: Yeah. Of, okay, you’ve created something. Now what? Just because it’s. In a link somewhere or tucked into your website doesn’t really Yeah. [00:15:00] That it’s working for you if you’re, you aren’t doing the work behind it. So that would be number one is looking at your opt-ins. If you see them trail off, okay.

[00:15:09] Lisa Klein: Maybe it is time to switch if you are still doing everything else to bring people in and attract them to it. 

[00:15:15] Kris Ward: And I find that we’re all so focused right now on humans, and we’re humans and you’re human and humans like to do business with humans, and we have to be engaging and warm and conversational on LinkedIn.

[00:15:27] Kris Ward: So we’re moving away or pretending to anyhow, like before we, there was a time where you wouldn’t put anything up on anywhere without a call to action. Here’s my link. Boom. And I don’t see that as much. So what is the current formula or appropriateness for how often I say, woo-hoo. Yes, I’m trying to be warm and likable and friendly, and oh, by the way, at the end of the day, I am a business person and could you please, gosh darn it, opt into this link?

[00:15:57] Lisa Klein: Yeah. So you definitely need duty to be strategic about the [00:16:00] content that you’re sharing. So once a week is okay. I talk a lot about lead magnets. Okay. So it doesn’t have to be in the post itself or in the caption itself, but it could be in the comments like if this resonated with you. I tip number five is in here and here’s the link to opt in.

[00:16:20] Lisa Klein: Oh, okay. Or as people are commenting and engaging with your caption of your in your post in the comment section. 

[00:16:31] Kris Ward: Okay. I like that. Once a week. And then I do think you worded that in a conversational way instead of the pitch like, oh, if this resonate with you, grab it. We’ve got more number five here.

[00:16:40] Kris Ward: Okay, fantastic. Okay. Alright. So I think there’s a lot of nuances and subtlety here that might probably make someone like you crazy, because I think the habit is to either not do it well or to not do it at all or to do it not well. I think we miss this [00:17:00] a lot.

[00:17:00] Lisa Klein: Yeah. And I think too people say that, oh, I have to do a lead magnet.

[00:17:04] Lisa Klein: It’s on my list. Yeah. And I’m like, no, it shouldn’t be for me. Like I light up, I’m like, let’s go, let’s make it like you wanna make it work for you. You wanna do it, have it do its job, so you’re not always having to. Yeah, create something new or be out there looking for leads all the time. You wanna be able to fill that funnel. 

[00:17:24] Kris Ward: Yeah. Okay. All right. So now I. Is, I know you said it depends, but what are some things that, I guess a ballpark of what where do we start with start off with a simple lead magnet that’s two pages, or give us some things that we can start with so we know when that goes well, then we make a more robust lead magnet.

[00:17:47] Kris Ward: That’s just a very broad word. We need some sort of guidance of where that begins and ends.

[00:17:53] Lisa Klein: And so for what I recommend for, again, depending on what your offer is, [00:18:00] something digital download, easy something creating Canva, eBooks, your 

[00:18:06] Kris Ward: okay. 

[00:18:06] Lisa Klein: Five ways to So things. Okay. Seven recipes or a meal plan, a checklist, definitely a simple place to start.

[00:18:16] Kris Ward: Okay.

[00:18:17] Lisa Klein: But if you are coming in and saying, okay, I need something for my high ticket program, that’s not what I would recommend. I would say do a live webinar. Host lunch and learn. Do a three day challenge.

[00:18:31] Kris Ward: Yeah, I have a quiz. There you go. I forgot. That’s the lead magnet. You’re right. That’s a Okay. 

[00:18:36] Lisa Klein: Quizzes are great assessments. Something that’s, you are having asking the person to do a little bit more work. Yeah. Whether it’s showing up live or a call or, ruin you’re taking assessment. They’re like, okay, I have to complete this. It’s more than like a two minute read. Could also go to like a or something higher. 

[00:18:55] Kris Ward: But even when you say lead magnet to a high ticket I guess in my mind it would [00:19:00] be, okay, here’s the lead magnet. I get them on my list, now they’re in my list. And hopefully I’m nurturing that. I’m on the radar, I’m staying connected with them, LinkedIn or whatever, right? So I’m not seeing, I don’t see that as an action of, you’ve taken my lead magnet and now you’re gonna buy my high ticket item, or you’re gonna go to coaching.

[00:19:16] Kris Ward: I guess I thought that was part of the, I’m now at least, I exist process. It doesn’t, to me didn’t, I didn’t see that as a correlation of, oh, you opted into that. I get you into coaching, fine. But I did see it as part of, at least you’re entering my sphere. I. 

[00:19:31] Lisa Klein: Yeah. And so for a high ticket I recommend like a masterclass, okay.

[00:19:35] Lisa Klein: Where you’re giving your time so that during that masterclass and you’re sharing whatever that topic is you’re discussing, they’re getting a quick win from it. There’s, or an actionable action item that they can take and run, sharing kind, testimonials, social proof, what else you have to offer, and then you’re doing your [00:20:00] pitch at the end.

[00:20:00] Kris Ward: Okay.

[00:20:01] Lisa Klein: Let’s, in essence…

[00:20:02] Kris Ward: There would be the correlation there where we’re like, okay, this is what we’re looking at. We do wanna pitch the high ticket, so let’s just really go guns a blazing over here. Okay. That makes sense to me. Alright, fantastic. Okay. What are some final things that you think people just overlook when it comes to lead magnets?

[00:20:22] Lisa Klein: A another one to your point about like eBooks. Something that’s so big, what are looking at your audience, what are they able to consume? Yeah. Yeah. So if they are right, they’re busy corporate, they’re not, they don’t have time to even open an email. It’s okay, what can I. A video. Video that they can listen to on two x speed.

[00:20:44] Lisa Klein: Yeah. A podcast episode. What is it that they are able to consume?

[00:20:49] Kris Ward: Yeah. 

[00:20:50] Lisa Klein: And that’s gonna work for them. I think sometimes that gets overlooked. Looked when we wanna give somebody all this value, I have so much to offer and you’re [00:21:00] getting it for free, but it might not be how your audience is able to. 

[00:21:05] Kris Ward: That’s a really good point, and it took me a while to learn that because you’re really driving them in the different direction by saying, oh my gosh.

[00:21:11] Kris Ward: If I wanted to be really generous here, I’ll give you my book here. I wrote the book Win The Hour Win The Day. Here you go. Now the people I deal with, their hairs on fire, they’re running around. And the sad thing is they’re doing it in isolation because so many people I work with look really good on paper.

[00:21:27] Kris Ward: They may have a podcast or a book and they’re just working too many hours for where they are at this point in their journey. And no one person knows that. ’cause they’re like, ah, I’m just trying to keep up and whatever. So to be generous and give them a book or something, even with the best of intentions of them.

[00:21:41] Kris Ward: Saying, yes, I’m gonna read that book. Even if they did read the book, you are looking at now, you’re sending them away to read the book. If you’re lucky they’re gonna come back in three weeks or a month, you’re delaying it, not enhancing it. And I think so many of us was like, oh, here I’m gonna show you how much I love you.

[00:21:58] Kris Ward: And I’ll do [00:22:00] any, I overdeliver, but I’m just giving you stuff to push you, to make you feel bad. It’s in a pile of other things. And if nothing else I’m teaching you, you can’t even get that book read. There’s no way you’re gonna invest in me. You’re not gonna get that done either. Which is the opposite of us because we, the work is on our end and you get relief in the first week, but they don’t know that.

[00:22:21] Lisa Klein: Yep.

[00:22:21] Kris Ward: So I think to your point too, with my, I’m gonna do a lot of guest spots and podcasts where in this show we’re talking about anything from sales to social media, but my appearances, you’re right, they could, Hey, never even mind. Video here’s one of our downloads, A really good show. It could be audio, and they really hear.

[00:22:37] Kris Ward: What’s hap like the inside scoop of what’s happening there. Okay. Definitely. Oh my gosh, yes. All right. Fantastic. Note to end on. Lots of clarity. I think it’s a conversation that gets skimmed over a lot. I think, sadly for you, Lisa, I think we all think we know. Yeah. I, yeah, I know. I know what a lead magnet is and then we’re missing the depth and the scope of that.

[00:22:57] Lisa Klein: And I think there’s, so the possibilities are endless. [00:23:00] 

[00:23:00] Kris Ward: Yeah. 

[00:23:00] Lisa Klein: You can go in so many different directions, and I think that’s probably the harder thing for me to articulate is it doesn’t have to be just the digital download or just the masterclass or just the X, Y, Z. 

[00:23:12] Kris Ward: Yeah. And I think we all got locked into that like here’s my four page PDF and there’s my cover page. And Lisa, I’m done. Like I’ve done one and here it is. Leave me alone.

[00:23:22] Lisa Klein: Exactly.

[00:23:22] Kris Ward: Yeah, that’s a good point. Okay, Lisa, where can people find more of your brilliance? 

[00:23:27] Lisa Klein: I am always on LinkedIn. You can find me there, Lisa Klein Co. And yeah, I’m there. I’m there for you.

[00:23:34] Lisa Klein: And I have actually, people are struggling with lead magnets and email nurture series. I’ve just created my very own chat bot so you can find me. They’re gonna be out there for everybody to use to create their own lead magnets and nurture sequence. 

[00:23:50] Kris Ward: So you’re gonna give us a chat bot. What does that, I don’t understand that.

[00:23:55] Kris Ward: Go ahead. 

[00:23:56] Lisa Klein: Okay, so I am of let’s work [00:24:00] smarter, not harder.

[00:24:01] Kris Ward: Yeah. And so I, we agree. Okay.

[00:24:03] Lisa Klein: Yeah, so all like the framework I shared about my email nurture series, that five part series, I’ve created a chat bot that where you can take that, yeah. You can input what your lead magnet is. Your brand voice blueprint, all of that, it will ask you a couple more questions, including like a client testimonial and then it will write your email series.

[00:24:28] Lisa Klein: Correct. 

[00:24:28] Kris Ward: Okay. I got confused by the bot part. Okay. Excellent. All right, that is, we’ll, we will get a link for that in the show notes for sure. Okay, fantastic. Alright. Please share this show with a business buddy, because I think we’re all missing the boat on this one. And do not let them bang around by themselves.

[00:24:44] Kris Ward: Yeah, that is fantastic. Thank you so much again, Lisa and everyone else we will see in the next episode.

[00:24:50] Lisa Klein: Thank you.