Ep 129 – The Single Most Important Thing About Your Coaching Lead Magnet

This is the final episode in the series about lead magnets. Coaches have told me they are getting a lot of value from this series, so listen to the whole thing.

I’ve been promising you a downloadable assessment to test your own free offer. Well it’s finally time for you to grab How to Make Your Free Offer Irresistible.

In this short episode I’ll reveal what inspires your audience on your coaching website to opt in for your lead magnet.

So … the single most important thing about your lead magnet is the title.

Of course, your freebie should be valuable, but the title you give it may make or break your leads list development because it’s likely to be the deciding factor whether someone will bother to opt-in and read it.

Look, unless you have trained in marketing you’re probably not that good at titling — whether it’s your free download or a blog or a podcast episode.

Titling is an art and it takes practice to wordsmith in a way that motivates people to take action. It took me years to learn this.

The biggest secret about titling is to RAISE CURIOSITY. Not what you thought, right?

Take the title of this episode — The Single Most Important Thing About Your Coaching Lead Magnet. It inspired you to action. You decided to listen to this episode.

Notice that I didn’t give away what that single most important thing is in the title. That’s the big mistake most coaches make in titling.

I could have titled this episode: How to Title Your Lead Magnet. Not a horrible title but it is super dull.

Now, you do need to give some idea what your lead magnet is about in the title but you can be somewhat cagey about it. I encourage my VIP clients to take their unique benefit statement and slightly alter it into a title for their freebie.

Why? Because their Benefit Statement describes the big problem they help their clients overcome and/or the ultimate outcome their audience wants.

For example, my Benefit Statement is:

Helping coaches earn more and market less by choosing a highly profitable niche they’ll love.

Choosing a profitable niche is a BIG problem for all new coaches. And, all coaches want to earn more and market less.

So my own freebie title mirrors my benefit statement:

5 Secrets to Choose a Highly Profitable Coaching Niche You’ll Love

See how that works?

3 More Things Your Coaching Lead Magnet Title Needs

So you want to start by raising curiosity. There are four other things that are helpful:

  1. Numbers in titles have been proven to increase interest.
  2. Name or imply your target audience in the title. The phrase “Coaching Niche” makes it clear I’m talking to coaches.
  3. Name the basic topic without making it dull.

If you’re following my guidance in this podcast series for creating your lead magnet you’ll first design your Signature Program, then create a free offer that pre-qualifies and pre-sells your audience to buy that program by having the freebie organize around your VIP offer.

I know, this is bit complex.  But there’s method to this madness. See I’ve learned that congruence and relevance are what help you attract clients.

So take a look at your lead magnet title now. Does it raise curiosity? Does it mirror your benefit statement and Signature Program? Don’t forget to grab your copy of How to Make Your Free Offer Irresistible so you can assess how your lead magnet stacks up and a client winner.

Ep 127 – Does Your Lead Magnet Pre-Sell Clients to Hire You?

This episode is the 4th in my series about Lead Magnets for Coaches.

I’ve already had a bunch of great reviews from this podcast series. Thank you for not only listening to my episodes but also for passing them forward through social media to other coaches and coaching groups. I’m so grateful!

Amy said: “This is an amazing podcast. I have two lead magnets but they are not hitting the mark. I’m so confused about attracting the right people.”

Amy, you are not alone in that. It’s a bit of a puzzle with several moving parts but you can make the connections. I will help you.

Shift From Chasing Coaching Clients to Attraction Through Credibility

I don’t know exactly when it dawned on me that I was going about my coaching business the wrong way.

But I do have a sense memory of the relief I felt when I made a dramatic shift in my marketing mindset and approach.

It’s time for you to make this BIG shift …

Go from:         chasing clients and convincing them to buy your coaching sessions

To:                   building credibility and trust through messages that hit the mark

Hitting the mark is easier than you think. But you do have to learn to think like your target audience instead of thinking like a coach.

The sooner you make the shift, the sooner you’ll feel more authentic about what you’re doing and your results will reliably improve.

How Can You Pre-Qualify and Pre-Sell Coaching Prospects on Your Programs

You know that I believe coaches should not sell coaching session packages but rather offer a strategic long term Signature Program that directly addresses the big problems of your audience while it helps them reach ultimate tangible outcomes –the BIG things they know they want.

Have you ever heard of the concept of pre-qualifying and pre-selling?

Pre-selling and pre qualifying happens in the subconscious, not the conscious mind. We can’t logic people into hiring us. It’s an emotional response to the trust your audience has assigned to you through your understanding of them and through your credibility.

You must plan far ahead of the enrollment moment and strategically craft a journey for your coaching prospects. Episode 69 is about just that. Find it at prosperouscoach.com/69

Pre-qualifying and pre-selling begins with your core messages to your audience

  1. your brand
  2. your benefit statement
  3. short powerful web copy
  4. a smartly titled lead magnet with valuable insights related to your Signature Program
  5. and weekly content through a blog, podcast or videos that reinforces your Signature Program

See, most coach’s lead magnets are satellite concepts that don’t directly relate to their Signature Program. So even if everything goes perfectly — your prospect reads and enjoys every word of your freebie — then nothing much happens and you’ve wasted your effort.

They aren’t inspired to take a next step with you because they have no clue why they even want your support. Connections have not been made in their heart and minds.

That desire for taking a next step with you needs to be engineered into all 5 of those things I just mentioned. Including your freebie.

So don’t just slap something together that you’ve seen other coaches do. Don’t just come up with a few valuable tips that are unrelated to the paid program you offer.

Let me explain what my Signature Program is all about for my audience — coaches. As I share this see it as a model for the Signature Program you could have for your audience. Obviously the details will be different for your audience.

  1. First and foremost I help my clients nail down a target audience they’ll love to work with that helps them leverage expertise, life experience and passions.
  2. Then we go on to do market research and understand exactly what their audience wants and struggled with as it relates to the ultimate tangible outcome they want.
  3. That information helps us develop all of their messaging and offers including brand, benefit statement, free offer, Signature Program, web copy, content strategy and much more.

Do you see how specific the milestones are that I help coaches achieve?

What specifically do you help your target audience achieve and is it something they want so much they’ll invest significantly in your help to get there?

Your Signature Program provides structure – something clients deeply appreciate. It also has an arc to the work – a beginning, middle and end — so it doesn’t feel like seeing a therapist with no end in sight.

If your freebie mirrors your Signature Program, the freebie also has structure and unique application to specific challenges your audience faces on the way to their ultimate tangible desired outcome.

Take a look at your lead magnet. Does it pre-sell and pre-qualify your prospects on your paid Signature Program?

I know this episode was more technical. If you take one thing away remember this … pre-selling and pre qualifying your prospects to inspire the IDEAL clients happens in the subconscious, not the conscious mind. Repetition and congruence in all things in your coaching business help move your ideal clients into action with you.

Ep 126 – Is Your Lead Magnet Too Coachey?

This episode is the 3rd in my new series about Lead Magnets.

In all the time I’ve been an entrepreneur, I’ve downloaded hundreds of freebies.

I’ve gone seeking solutions to specific problems, found websites and lead magnets that seem to address my problem.

I give my name and email, somewhat begrudgingly I must say, and faithfully go through the process to download my prize.

I’ll be honest, I can still count on one hand the free offers that have provided real insight, delight or a sense of desire to pay for the services of the person who wrote the freebie. And in each of those cases I did hire them.

But really, 5 out hundreds. That’s not good odds.

Is that your experience too?

So what do you do then? If you’re like me the lead magnet goes quickly into the trash and with the next email I receive from that person, I’m unsubscribing and feeling like I’ve just swept up the messy crumbs of an unsatisfying snack that wasn’t worth the calories.

Obviously, you don’t want THAT to be what happens with the people who opt in for your freebie.

5 Goals Your Coaching Freebie Must Achieve

Look, your goal isn’t just to get the name and email of a person in your target audience. It’s to keep those people on your list long enough to build a sense of trust. You want them to perceive you as a credible solution to their specific problems and desires.

So you have to think this through before you throw any old freebie up on your website.

  1. How will you entice them to opt-in? (More about this in future episode. Clue: It’s partially about titling)
  2. How will you inspire them to at least skim but hopefully read most of your lead magnet?
  3. How will you deliver UNIQUE insights, tips, tools or simple exercises that will impress them?
  4. How will you make them want to read your About copy and make yourself credible?
  5. How will influence them to take a next step with you without being salesy?

In my 5 month VIP Coaching Business Breakthrough program, I collaborate with coaches to help them create a memorable lead magnet that does all 5 of these things. It’s not easy, but it’s absolutely doable and I have a process.

Most Coaches Freebies Miss the Mark

The initial free offers most coaches create early on tend to be too coachey. By this I mean they are on typical coaching topics like:

  • work/life balance
  • values
  • imposter syndrome
  • confidence
  • fulfillment
  • life purpose
  • authenticity
  • boundaries
  • gratitude
  • stress
  • goal setting

These are topics all coaches enjoy coaching about. And while there is no doubt that you could provide value on one of these topics, this information is out there on the internet in millions of hits.

So it might be a good idea before you create your lead magnet content that you Google the topic and see how much there is out there about it.

3 Ways to Increase Uniqueness in Your Coaching Lead Magnet

Now, there really isn’t anything wholly new under the sun. But that doesn’t mean you can put your own spin on a well-worn topic and make it highly relevant to your audience. Here are 3 ways to dial in uniqueness:

  1. Base your lead magnet on your audience’s specific big problems and goals, not what you think they need and want.
  2. Contextualize your freebie by making the language fit with their unique circumstances. (If your target audience and niche are narrow enough this won’t be hard to do.) Use key words.
  3. Develop your own models and simple jargon to illustrate your points.

This last one requires you to tap into your own brilliance and think outside the box. You want to stop regurgitating what you’ve read and learned and instead integrate it into your own concepts and speak.

I’m always deeply gratified when I talk to a prospect interested in my Signature Program and I can tell they’ve actually read my lead magnet and are listening to my podcast episodes because they are using terminology I’ve coined.

Yes, you can coin new terms and concepts!

And that’s how you will pre-qualify and pre-sell people into your own Signature Program. For more about that listen to Episode 59 at prosperouscoach.com/59

Ep 125 – Your Ideal Coaching Clients Respond Best to Slow Marketing

This episode is part of the series about lead magnets and how to make sure yours will help you enroll ideal clients who pay you well.

And, if you haven’t heard it yet, first listen to Does a Coach Need a Lead Magnet? at prosperouscoach.com/124. It’s super short.

When I started my coaching business, if you would have asked me my marketing approach I would have said “I let people know I’m a coach and offer a free sample coaching sessions to enroll clients.”

Everything I did reflected that basic misunderstanding about what effective marketing is — from the topics of public speaking I did, to the types of articles I wrote, all the way to the messaging on my website.

Did that approach work for me. Not a wit. Even though I got a lot of praise for the sessions, people who had a free session said “Thanks” but had no interest in long term coaching. And sometimes I fell into the trap of coaching them for many, many free session just hoping it would hook them in.

It took me a long time to realize why my mindset and actions weren’t paying off. But also it seemed most others coaches were doing the same thing so like a lemming I followed them off the cliff.

Two decades later, I’m a bit surprised when I look at coach’s website and see them trying this same approach.  I feel so much compassion for them and I am instantly transported back to my own frustration early on – working so hard and not getting results.

Mistakes Coaches Make on Their Websites

There are loads of mistakes I see on coach’s websites and I have a whole series about client-winning coaching websites to help you with this, which you can find at prosperouscoach.com/websites.

One of the big coaching website mistakes, but by no means the biggest, is offering a free coaching session. Sometimes it’s high up on the home page. Sometimes it’s buried where it will never be found.

Either way, a free coaching session is not a strategic approach to enroll paying clients who are serious about transformation. A free coaching session is not a smart lead magnet.

Why not?

  1. The coach cannot possibly demonstrate the real value of ongoing PAID coaching through a single free coaching session.
  2. It’s too soon to offer a live call.

This last point is my main point. Too much too soon makes coaching prospects turn and run.

Fast Marketing Only Sells Products Not Coaching Services

I admit I’ve purchased things through a single Instagram ad IF the unique value of the product is clear AND I’m already seeking a solution to the problem that product answers. That’s fast marketing.

But services, and especially paid coaching programs, aren’t easily sold through fast marketing. Coaching is still a relative unknown. Rarely do people seek it, but that’s just one reason why fast marketing techniques aren’t appropriate.

Think about it … what makes for an excellent coaching relationship?

  • A good fit between the coach and client
  • Trust
  • Honesty
  • Collaboration
  • Accountability
  • A growth mindset

Those things take time and repetition.

Coaching Relationships Are Intimate

The relationship between you and your client is intimate. Add to that the fact that time and money are invested to work with you. That increases the need for trust and fit.

So if someone arrives on your website and one of the first things they see is you offering a free coaching session, what happens inside that visitor?

Confusion. And a confused mind never buys. Let me illustrate this a different way …

Imagine you are in a grocery store line and the stranger in front of you turns to ask you out to dinner. A rare person would say yes because it’s too much too soon.

Maybe you’d go for coffee but probably not even that until you have enough of a sense of attraction and trust. How will the two of you get to that place? Time.

So, a free coaching session or even a free consult, is not likely to bring you paying clients unless you have first slowly and consistently built trust and helped prospects assess their fit with you.

You know how I build trust … you’re listening to it. Besides my free lead magnets, I publish a podcast episode every week showing how I understand you  — your specific challenges and desires. And I deliver unique value through my voice, the way I care and the practical tips I provide.

Do all the people who opt in for my freebie and listen to my podcast weekly hire me? No. But those who feel the fit and trust me do.

That’s slow marketing. It’s authentic, non-salesy and honors us both.

Ditch your free sample session offer on your website and get behind the slow approach. Part of that is creating a lead magnet that builds trust while providing unique value. You’ll be amazed how it pays you back with ideal clients and a lucrative income as a coach – all without trying to convince people how great your coaching is.

Ep 124 – Does a Coach Need a Lead Magnet?

This episode is part of a new series about lead magnets or what I call freebies.

I bet you’ve opted in for dozens of lead magnets since you decided to become a coach.

In case you haven’t, a lead magnet or a freebie is just what it sounds like. The idea is that you offer something of unique value related to your niche that your audience wants in exchange for their name and email address.

Then they become a lead for you – a potential future client.

Your Future Coaching Clients Are the Gold Mine in Your Business

They are just as important as current paying clients.

It’s important to build relationships with future clients otherwise you’ll find yourself having to chase potential clients rather than attract them. I labored so hard chasing clients for the first few years of my business.

If a lead stays on your list, you have the opportunity to continue to communicate with them by email.

Those emails could be anything from a follow up series of emails for a specific campaign or purpose to a teaser email that let’s them know you have a new podcast episode or blog they might want to see. It could be an email that’s personal about you.

It’s a good idea to share some vulnerability and reveal something about you in every email.

If you are receiving my teaser emails each week to let you know when each new podcast episode airs then you have an excellent example showing what I mean by vulnerability in small bits.

Why Do Coaches Need a Leads List?

Well, I suppose you might not need a lead magnet or a leads list if you already have a steady stream of prospects contacting you. And those people are adequately primed to hire you.

The first thing – a steady stream of prospects contacting you — does not necessarily mean that the 2nd thing — people adequately primed to help you — is happening.

Most coaches need to create their own network of potential clients and get them excited about hiring them. Believe me, this is not accomplished by talking all about the virtues of coaching.

It takes time to develop a relationship of trust with people in your target audience leads list.

It may take dozens of messages before your words strike that resonant chord with a person in your audience. That’s because people are busy, distracted and bombarded with messages all day long.

Every one of us only pays attention to messages that hit the mark of what’s most important to us right now.

And, of course, not everyone on your leads list will take action to work with you.

That’s completely natural and, in fact, you don’t want everyone on your list to become a client. You only want to attract the most ideal clients. Listen to episode #117 called How to Attract ideal Coaching Clients Who Can’t Wait to Work with You.

I feel blessed. All of my ideal clients are finding me through my podcast. In a way, those subscribers are an alternate leads list Occasionally, I offer a special freebie related to a podcast and coaches are opting in for those by the dozens every week. That’s how they get on the Prosperous Coach list.

It’s fun. I see someone subscribe for a freebie of mine and then a month or two later some of those people fill out the application to work with me in my Signature Program. That’s how I know my systems to connect with ideal clients are working.

I want you to have that going for you.

A shout out to Mark who honored me during our recent Discovery Call where he enrolled in my VIP 5-month program.

Mark said: “I’ve listened to 75 of your episodes so far. I have to complement you, your podcast and website are extremely well thought out. You address everything going through my mind. I was jumping at the how rather than the what, and fuzzy about what to do first. I first looked at what other coaches are doing, which is could see isn’t effective. Your podcast brought clarity to what I would likely have done wrong following in their footsteps.”

This is the kind of response you want all of your messaging, whether it’s your freebie, your emails, the content you put out regularly, social posts – anything you put out there should be designed to strike a resonant chord with your audience.

6 Powerful Questions to Ask Yourself About Lead Magnets

Do you have a lead magnet?

Does it strike a resonant chord with your audience?

Does it show them you are a solution for their unique challenges and goals?

Does it pre-sell and pre-qualify people into your Signature Program?

Does it contain highly unique insights that your audience can’t find anywhere else online?

Is it part of a strategic conversion process that helps prospects discover that they are indeed your ideal client?

Over the next several episodes I’ll explain how your lead magnet can do all of these things. And, at the end of the series, I’ll give you access to a free assessment to test your own lead magnet and see if it’s doing what it ought to do. For now, take a look at your lead magnet and consider if it’s wholly UNIQUE and shows your brilliance as it relates to your target audience and niche?