What is the Ultimate Opt-In Gift / Lead Magnet?

25 replies
I want to drive traffic to squeeze pages from this point forward in my IM career.

However, I am trying to design the ultimate "gift" for opting in.

People like Eban Pagan and Ryan Deiss would say to make it short and sweet, and on post opt-in page.

So --- they find out the core question the prospect has, and answer it (for free) immediately after the person opts in.

This was made famous in Eban's "Kiss Test".

But others advocate downloadable goods, like the PDF sample report or some audio, or even ship a free CD (Like Matt Bacak's method -- although he then hires phone closers to seal the deal).

But I feel that something that takes a long time to consume may result in a dropped sale.

I think the Eban Pagan route is the best. Just a paragraph or two and then a "next" link to the sales letter.

What are your thoughts on this?
Are there any guides/products that really explain how to "pre-sell" the sales page while also giving the customers their free presents
#gift #lead #magnet #optin #ultimate
  • Profile picture of the author JohnMcCabe
    Oilman, if you take a closer look at Pagan's model, you might find your answer...

    Notice what he did. He answered a very specific question that came up in the middle of the process. If you had any desire to learn how to get to that point, or what to do after that, you had to keep clicking - landing you on the sales page.
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  • Profile picture of the author Sean Ski
    focus on one thing and instant gratification - people love that stuff, especially when its free, it can be anything as long as you hit those two marks
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  • Profile picture of the author The Oilman
    Thanks guys. Anyone else have any tips? I think I am just going to provide it in a text based answer that eventually leads to the sales page. No downloadable PDF or anything like that.

    The text based answer is going to focus on one tiny, specific thing.. like the kiss test..
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  • Profile picture of the author The Oilman
    JohnMcCabe -- do you know where I can take a peep at Pagans model?
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    • Profile picture of the author JohnMcCabe
      Originally Posted by The Oilman View Post

      JohnMcCabe -- do you know where I can take a peep at Pagans model?
      I just went to doubleyourdating.com and opted in. As of this writing, I have 335 follow-up emails from "David DeAngelo".

      But for the lead magnet part, you've seen the initial mechanism, most likely.

      > Teaser page for the Kiss Test with opt-in
      > Page with answer promised on the teaser page
      > Initial sales page
      > Extensive follow-up sequence with more bits of info mingled with links to videos, etc. All meant to draw you deeper into the funnel.

      The Kiss Test was brilliant, IMO. Although it's been decades since I had to worry about that particular question, I remember the anxiety it would cause, especially if I really hit it off with the girl.

      > Go in too early, and you get your face slapped. Or worse, that deft turnaway that says "not tonight, buster"...

      > Go in too late, or not at all, and she mentally puts you into the dreaded "just friends" category, or figures you aren't interested.

      If you can find one of those nagging questions in your subject and give a simple, concise answer to it, you can use the same model.
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      • Profile picture of the author BillyBee
        Since there are so many free reports being offered these days, you should try and offer something that's truly a home run.

        Forget about a "7-day course" -- people want instant solutions to their most pressing problem. So give it to them.

        Best example I saw of a lead magnet was a golf product that showed you how to drive a golf ball through a piece of plywood. Seriously! His product was about how to drive a golf ball farther, and on his opt in page he had a short video showing himself driving a golf ball through a piece of plywood.

        Who wouldn't watch THAT?

        And then he promised that if you opted in, he'd show you how to do it and also drive the ball a lot farther on the golf course.

        If you're a golfer, who wouldn't opt in for THAT?

        That's what I call a good lead magnet!
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        • Originally Posted by BillyBee View Post

          Since there are so many free reports being offered these days, you should try and offer something that's truly a home run.

          Forget about a "7-day course" -- people want instant solutions to their most pressing problem. So give it to them.

          Best example I saw of a lead magnet was a golf product that showed you how to drive a golf ball through a piece of plywood. Seriously! His product was about how to drive a golf ball farther, and on his opt in page he had a short video showing himself driving a golf ball through a piece of plywood.

          Who wouldn't watch THAT?

          And then he promised that if you opted in, he'd show you how to do it and also drive the ball a lot farther on the golf course.

          If you're a golfer, who wouldn't opt in for THAT?

          That's what I call a good lead magnet!
          Totally agree with this post!
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  • Profile picture of the author entrepreneurjay
    Anything free that offers a solution to a customers needs works well. The more free stuff you give away the better just make it a worthwhile package only trial@error and time will tell.
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  • Ryan Deiss and Perry Belcher said in a seminar that you should offer, as a front-end freebie, the sexiest bit of your arsenal tool. Not the most useful content, but the sexiest! You know, the bit that has the most WOW factor, even if it's just a gimmick.

    As per the format, I'd go for a short video rather than a downloadable PDF. Video has a higher engaging value, so after giving away that sexy bullet of info, you can easily presell your prospect into the actual sales offer.
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  • Profile picture of the author JayXtreme
    Find one thing that your customer wants..

    Then go out and give it to them, for free. Give it to them in the simplest format for them to digest an use easily.

    Peace

    Jay
    Signature

    Bare Murkage.........

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  • Profile picture of the author bettersocial
    I stumbled upon Pagan's page when I was in 10th grade.

    The "kiss test" seemed almost revolutionary to me at that time, and I lapped it up.

    What Pagan really sold in that little "gift" was a big mystery ("when to kiss"?) and offered a real world solution.

    I think rather than answering core questions, you got to answer the "mysteries". That's why you'll see a lot of marketers peddling "7 secrets of xyz" etc. kind of books through their opt-in pages
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    • Profile picture of the author BillyBee
      Originally Posted by sashas View Post

      I stumbled upon Pagan's page when I was in 10th grade.

      The "kiss test" seemed almost revolutionary to me at that time, and I lapped it up.

      What Pagan really sold in that little "gift" was a big mystery ("when to kiss"?) and offered a real world solution.

      I think rather than answering core questions, you got to answer the "mysteries". That's why you'll see a lot of marketers peddling "7 secrets of xyz" etc. kind of books through their opt-in pages
      This is a great point. I remember being blown away by that Pagan page, too. The "mysterious" angle is so perfect for that seduction market.
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  • Profile picture of the author RentItNow
    "Free Video Reveals Top 3 <answers to questions on their minds>."

    Instant gratification and makes you their information hero.
    Signature
    I have no agenda but to help those in the same situation. This I feel will pay the bills.
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    • Profile picture of the author k.freddy
      You might offer additional incentive in a form of special price for your products or something like- first 100 opt ins get additional something or a discount, etc.
      Signature
      •$1 PBN Hosting•:*¨¨*:•BluSEO•:*¨¨*:•Get PBN Domains•

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  • Profile picture of the author Lance Johnson
    Dude, it's kinda funny that you bring this up. I've got to go with JayXtreme on this one.

    Actually just posted a thread along the lines of what I think is best:
    3 Steps to Get the Perfect Lead Magnet

    Ryan Deiss' sandwich page thing is the best idea to me. From what I understood his guidelines are:

    1. Keep the content above the fold (so short text or video).
    2. Make it instantly consumable and satisfying. - Like Billy said, no drawn out 7 day courses.
    3. Leave them wanting more of what you've got. The way I see that is open and close with a link to the 2nd biggest benefit (your product or affiliate product).

    I'm not a fan of the PDFs anyways, but visual aids - MindMaps, Process Maps, Flowcharts, Whiteboard picture, napkin sketch, etc, are cool if applicable.

    It's interesting to see what other people use. The Million Dollar napkin was a definite favorite of mine.

    JMJ
    -Lance
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  • Profile picture of the author VeitSchenk
    from personal experience: I used to put out tons of free videos, in some cases whole video courses with lots of really great content ... and only about 3-5% of visitors actually go through the whole thing. Those who do, LOVE it. But the other 95-97% give up after on average 4.5mins.

    Every single time. average stay on my pages is 4.5 mins.

    so, going forward, I'm going to give my "sexiest thing I can tell in 4.5 mins". Plus I'll start with "hey, this will take under 5mins of your time and you'll get some sexy stuff..."

    I know it's sometimes stupid, because to get the full benefit, sometimes they have to watch 15-30mins, but: if they don't watch it at all, because they're so used to switching off after 5mins, then you don't get them at all.

    it's probably when you're really well-known in the market that you can give away "meaty" 30min videos and get people to actually watch them from beginning to end (think Frank Kern playing pranks on Reece.... jeez, that was 15mins of my time (ok, it was ony 7.5mins when playing at double speed, but still....)

    I'm also testing what Lance mentions: napkins, flowcharts etc. anything that's unusual. (which is e.g. why I do all my presentations on a *black*board with chalk, not a whiteboard)

    Cheers

    Veit
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    Connect with me on FB: https://www.facebook.com/veitschenk

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    • Profile picture of the author megaresp
      Originally Posted by VeitSchenk View Post

      ...it's probably when you're really well-known in the market that you can give away "meaty" 30min videos and get people to actually watch them from beginning to end...
      Nope. But you can charge for them, and don't have to worry whether or not the target actually uses it. The real trick really isn't in selling the information.
      Signature

      66 ways to get links (and traffic) to your site.

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    • Originally Posted by VeitSchenk View Post

      from personal experience: I used to put out tons of free videos, in some cases whole video courses with lots of really great content ... and only about 3-5% of visitors actually go through the whole thing. Those who do, LOVE it. But the other 95-97% give up after on average 4.5mins.

      Every single time. average stay on my pages is 4.5 mins.
      I can vouch for this too with my own videos: you have very few minutes before you lose their attention. You have to make your videos instantly consumable, which means short, attention-grabbing, fast paced and straight down into business.
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      • Profile picture of the author The Oilman
        Hey thanks everyone for your help. This was a thread I sort of didn't check back up on.


        Lots of neat ideas on here.. thanks very much.

        Now I need to learn how to make videos..
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  • Profile picture of the author Lance Johnson
    That time factor is great to think about Veik! I hadn't put any effort into testing various length videos. Don't mind if I swipe your 4:30 plan!

    One thing that has helped me on the sandwich pages is being sure to include a link BEFORE the video is done playing. When I put in the javascript to hide the link until the video was done my conversion rate on each click through was a little higher, but having the link out in front raised my overall conversion rate (higher CTR lower conversion on a click).

    Blackboards are cool, but how do you stand the chalk noise? White board is my sketcher of choice everyday.
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  • Profile picture of the author roxstar
    I prefer making a lead magnet that is broad for my niche, and solves common problems. I want it to be great content, yeah, but it needs to be a common topic for me. I don't like having an opt-in gift where it's problem specific. That usually means that people who only have that problem subscribe, instead of a lot of people.

    After they opt-in then break down. You'll find people with more specific problems, and have all of them in your list instead.

    Just saying...

    -Kris

    PS. It should also be instantly available, and usable right now. Don't give away everything you know, but don't skimp out on those sections too much (if at all). No eCourses or anything.
    Signature
    Kris Roxas - Founder of Incredible Wind Media and Restless Events. Restless Events is the fastest-growing corporate launch events company in Canada. You can find me on Twitter and Facebook.
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  • The things that works most of the time is to give something away of "value" that has an instant (perceived) solution for the users' current problem or pain point and connects to them through their emotions rather than logic. In this state of mind, specific numbers or names or quotes or references to relevant authorities that further embellish the pitch seem to work wonders and leads them to opt-in.
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