Dan Martell - How To Create a Great SaaS Lead Magnet

00:00:00.000 Ch-ch-ch, story of content and pain.

00:00:04.640 Ooh yeah, story of content and pain.

00:00:08.200 You gotta nurture, nurture that lead.

00:00:10.320 Le-le-le-le-le-le-le-le-le-le-le-le-lead.

00:00:19.820 How to create a great SaaS lead magnet.

00:00:23.360 You know, most people are frustrated

00:00:24.760 because people come to their website

00:00:26.260 and they don't sign up, they don't connect.

00:00:28.700 There's no way for them to communicate with them

00:00:30.360 after they leave and the way to solve that

00:00:32.940 is to build something, a lead magnet,

00:00:35.340 that entices the customer, the potential customer,

00:00:38.100 to download and trade their email for your content.

00:00:41.720 That'll give you the opportunity to nurture them

00:00:43.880 along their buying journey and eventually get them back

00:00:46.420 to your product, but how do you create something

00:00:48.880 that's attractive to the customer?

00:00:50.180 You know, I recently had a conversation

00:00:52.200 with an entrepreneur that built,

00:00:54.160 essentially it was a software for architects

00:00:55.960 to manage land and create new property projects, et cetera.

00:01:00.900 And they were trying to figure out how do they communicate

00:01:02.660 with their potential customer.

00:01:04.500 And the whole long conversation came down to

00:01:07.780 what is the primary pain of your customer?

00:01:10.580 What is the challenge?

00:01:12.280 I'm gonna walk you through how to think through

00:01:13.720 these lead magnets, but what is the thing

00:01:15.680 they need solved today that if they came to your website,

00:01:18.280 it may not be your product, but it gets them into your world

00:01:21.860 by giving you their email for the content.

00:01:24.920 and he realized that it was people that own land

00:01:28.260 that want to figure out the right project

00:01:29.700 to monetize that land.

00:01:30.860 So he could literally create a lead magnet

00:01:33.020 with 13 monetizing strategies for land owners

00:01:36.740 and just run ads for people that have land.

00:01:39.400 He could even get the list of all the land owners

00:01:41.540 in a city and actually run mail,

00:01:43.880 direct mail to those people with that value prop,

00:01:47.040 that piece of content, that information

00:01:49.080 because if they have that pain

00:01:51.240 and he has an architecture software

00:01:52.580 that's gonna allow them to design the right project,

00:01:54.780 they would be an ideal customer.

00:01:56.640 But you need to figure out, many products out there,

00:01:59.260 many lead magnets don't actually address a primary pain.

00:02:02.620 They just talk about desires and needs.

00:02:05.000 And I wanna walk you through the three key characteristics

00:02:07.360 of an incredible lead magnet.

00:02:09.400 The first one is to focus on a specific area.

00:02:13.440 And many people just focus on passion.

00:02:15.060 So they're like, here's ways to get better at something.

00:02:17.460 Here's ways to accomplish something.

00:02:19.240 Those are great, but they're more passion focused, right?

00:02:23.740 It's kind of inspirational.

00:02:25.280 They're not solving a specific problem.

00:02:27.740 The second area you can look at is discomfort.

00:02:29.580 What is something that could be true in their world,

00:02:31.980 as a business owner, as a person,

00:02:34.460 that provides discomfort that you might be able to relieve

00:02:37.360 through your lead magnet?

00:02:38.620 The third and the most powerful, I think,

00:02:41.020 from a real good conversion is a fear.

00:02:44.100 What is the fear that they might have?

00:02:45.760 A fear of failure, a fear of, you know,

00:02:47.700 it depends on your customer segment.

00:02:49.460 It could be a fear of not monetizing

00:02:51.060 the right property or land,

00:02:52.840 but really focusing on the fear, not the passion,

00:02:55.980 not the discomfort, but really the fear

00:02:59.620 of the customer's mindset, that's the opportunity.

00:03:03.280 So that's number one, is focus.

00:03:04.620 Number two is the needs, okay?

00:03:06.620 There's different types of needs.

00:03:07.880 On the low end, it's not very powerful, is interest.

00:03:10.900 They might have an interest in something.

00:03:12.500 They might wanna learn more about something,

00:03:14.200 but it's more on the interest level.

00:03:15.560 On the second one is a strong desire.

00:03:17.960 So maybe they have an interest

00:03:20.000 and then they have a desire to learn more.

00:03:21.800 Maybe it's like a strong desire.

00:03:24.260 But to me it's not something that's even more powerful

00:03:26.840 than that which is urgent.

00:03:28.000 They have a primary pain and an urgent need to resolve that.

00:03:31.780 You know recently I had a friend of mine buy a puppy

00:03:34.480 and he came home after being at work all day

00:03:37.480 and the puppy literally tore apart their apartment.

00:03:40.720 So he had a urgent need for something that was a fear

00:03:45.060 which is the next day him doing it again

00:03:46.800 to potty train or puppy train the dog.

00:03:50.100 Okay, so if you had content around that,

00:03:51.760 even if he wasn't ready to buy your software

00:03:54.540 around training your dog, you could get him

00:03:57.140 to exchange his email for that information.

00:03:59.680 At the end of this video, I'm gonna share with you guys

00:04:00.880 how to test if your idea is truly awesome

00:04:03.780 on the levels I'm talking about.

00:04:05.180 So number two is the needs.

00:04:06.140 What are their needs?

00:04:07.060 Third is target.

00:04:07.960 I really think that most lead magnets

00:04:09.880 don't target a specific problem.

00:04:12.260 They're more general, they're broad, they're high category.

00:04:15.760 They're not very specific to a problem

00:04:17.900 the customer's having.

00:04:19.300 And it doesn't provide a solution.

00:04:21.140 So if you know their problem,

00:04:23.040 you need to provide the solution in the same lead magnet

00:04:25.200 and you need to speak to that as the value

00:04:27.580 if they exchange their email for your content.

00:04:30.380 And then finally, you need to focus on a customer segment.

00:04:33.480 So truly the targeted aspect, the third step, targeted,

00:04:37.120 making sure that it's for a specific customer segment.

00:04:40.680 If you do these three things,

00:04:41.920 I'm gonna teach you how to verify them.

00:04:43.400 If you do one, focus on a fear.

00:04:46.300 Two, make sure that it's an urgent need.

00:04:48.820 and three, really target it towards a specific problem,

00:04:52.920 a specific solution, and a specific segment,

00:04:56.560 you will build a great lead magnet

00:04:58.500 that converts and gets you qualified customers.

00:05:00.560 Now, here's the way you test it, okay, this is my tip,

00:05:03.340 is go on Amazon and search the topic

00:05:06.140 that you're thinking about doing a lead magnet on

00:05:08.600 and see if there's a book title on it

00:05:10.800 because that, especially like a dummy's book,

00:05:14.080 if you look online around book titles,

00:05:16.440 People that have pains and have needs

00:05:18.940 and really want them solved today,

00:05:20.880 those are the kind of pieces of content

00:05:22.620 that end up being a great book.

00:05:24.180 So if you can find books that have already been written

00:05:26.340 and have like several titles on the topic,

00:05:28.880 that's usually a thumbs up for a great piece of content

00:05:31.720 like a lead magnet.

00:05:32.800 Now, the other thing you wanna do is make sure

00:05:34.720 that people are running ads against that topic.

00:05:36.620 So here's how it works.

00:05:37.460 You actually take the exact same topic,

00:05:38.960 let's say puppy training, and you go on Google

00:05:41.600 and you search that, is anybody running ads

00:05:44.060 against that topic or that keyword or that segment

00:05:47.100 because if they're not, it's telling you

00:05:48.840 that there's not enough demand or it doesn't speak

00:05:51.140 to the specific problem that's an urgent

00:05:53.440 that somebody's gonna be willing to click and convert.

00:05:56.340 It also tells you that you can't monetize that pain

00:05:59.580 as well as something else that might be more a passion

00:06:01.780 or an interest or a strong desire.

00:06:03.520 You need something that is fear-based.

00:06:05.640 Unfortunately, that's just the way.

00:06:06.780 I mean, most people don't buy things

00:06:08.660 unless it's gonna solve a problem,

00:06:09.920 so you need to connect with that.

00:06:11.280 And then really make sure that it's an urgent need today.

00:06:13.520 it's not a nice to have, and testing it through Amazon,

00:06:16.920 through books, titles, and if there's ads

00:06:19.360 run against that topic on Google,

00:06:21.720 that's your opportunity to build an incredible lead magnet

00:06:24.240 for your SaaS business that converts great customers

00:06:26.960 that are in market and ready to buy.

00:06:28.740 As for usual, I wanna challenge you to live a bigger life

00:06:31.140 and a bigger business, and I'll see you next week.

00:06:33.380 If you like this video, be sure to subscribe to my channels

00:06:35.440 for other tips and strategies on how to start

00:06:37.040 and grow your business.

00:06:38.080 I'd also encourage you to join my newsletter

00:06:40.140 for community contests, free entrepreneurial training,

00:06:42.880 and other exclusive invites and if you're ready to keep going

00:06:45.820 I've got two videos queued up ready for you right there.

00:06:48.620 I'll see you next week.

Dan Martell - July 31, 2017

How To Create a Great SaaS Lead Magnet

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