It has always been my belief that an informed client is the best kind of client. I’d rather spend two hours explaining the meaning and purpose of something to my client, than go weeks working with a client only to find out they have no idea what I’m talking about. Knowledge is power, and that’s never been more true than this very moment in history. There’s so much fake and skewed news out there, you never really know where to go for quality information. So why not give the people great information, instead of bland, uninformative, generic content that is practically useless? Your lead magnets should be useful to the consumer, period!
What is a Lead Magnet?
A lead magnet is a marketer’s special tool. Lead magnets are free pieces of content, only available in exchange for something else. That something else can be anything from an email address, to full contact information, to a simple like or share on social media. You’re essentially telling a potential customer, “I want you to know how awesome I am, so here’s some information that will add value to your life in some way”.
I love the idea of lead magnets because I love the idea of adding value to my clients. Like I said earlier, informed clients are far better than uninformed clients. I want you to know as much about a subject as possible. In this way you can make better decisions about what’s best for your company. Lead magnets can come in the form of downloads, webinars, e-courses, free products or services and a bunch of other things.
The key ingredient that makes lead magnets so powerful is useful, quality content. But I’ve noticed over the past couple years, a sharp decline in the usefulness and quality of lead magnet content.
What Makes Content Useful?
Useful, quality content is so hard to come by nowadays! It’s insane how much research has to be done to find, not just a clear answer to some questions. But an accurate, clear answer. If you’re going to require me to give you my contact information, the very least you could do is give me content that is accurate!
So, let’s look at what makes content USEFUL.
Unique – content should be different from other pieces of content found on the Internet. The difference could be your approach, process, belief around the topic, or anything else. The uniqueness of your content is what sets you apart from everyone else. You want to offer content folks can’t get somewhere else.
Simple – content should be simple enough to be relevant to a wide range of individuals. You don’t really know who will be consuming this content, so don’t be so strict in your writing that it only pertains to a small subset of your target market.
Exhaustive – content should tell the whole story. Don’t skimp on the details. Explain your ideas in detail, don’t leave room for confusion. This also goes toward your content being robust. Don’t be skimpy with your information. Fill the visitor to capacity. You want them to walk away feeling like they got more than they expected.
Factual – content should be 100% accurate. Don’t get out here spreading lies or trying to pass your opinion off as fact. Where possible, research statistics to back up what you’re saying. Be sure to link to the websites where you found your “proof”.
Understandable – content should never be written above the level of your visitor. The whole purpose of accessing the content is to understand it and in turn use that information in some way. If they can’t understand it, it’s not useful to them.
Logical – content should not only be understandable to the visitor, it should also make sense. Just because a statement is accurate and easily understood, doesn’t mean it completely makes sense to your visitor. Use examples to better drive home your ideas.
I completely understand the old adage, you get what you pay for. But that statement isn’t relevant in this case. Email addresses and content information are so valuable today, hackers are willing to risk everything to get their hands on it. Full policies are written on it — “we promise not to sell your contact information”. If this information is so valuable, why are you giving me crap in exchange for it. I give you the holy grail of contacting me whenever you want, and in return your give me an email course that doesn’t tell me any more than a quick Google search will uncover? No bueno! Do better!
Leave your comments below if you have anything to add to this topic. Also, don’t forget to share this post with your social network.