Daniel's notes on $100M Leads

Examples of Engaged Leads if someone gives their contact information on a website, that is an engaged lead. if someone follows you on social media and you can contact them, that is an engaged lead. if people reply to your email campaign, they are engaged leads. the leads showing interest are the leads that matter.

Core Offer Offers are what you promise to give in exchange for something of value. Often, a business promises to give its product or service in exchange for money. This is a core offer. If you advertise your core offer, then you go straight for the sale-the direct path to money. Advertising your core offer might be all you need to get leads to engage. Try this way first.

Lead Magnet Sometimes people want to know more about your offer before they buy. This is common for businesses that sell more expensive stuff. If that's you, then you'll often get more leads to engage by advertising with a lead magnet first. A lead magnet is a complete solution to a narrow problem. It's typically a lower-cost or free offer to see who is interested in your stuff. And, once solved, it reveals another problem solved by your core offer. This is important because leads interested in lower-cost or free offers now are more likely to buy a related higher-cost offer later.

Think of Lead Magnets as salty pretzels at a bar. If somebody eats the pretzels, they'll get thirsty and order a drink. The salty pretzels solve the narrow problem of hunger. They also reveal a thirst problem solved by a drink, which they can get, in exchange for money. The pretzels have a cost, but when done right, the drink revenue covers the cost of the pretzels and nets a profit.

your lead magnet should be valuable enough on its own that you could charge for it. And, after they get it, they should want more of what you offer. This gets them one step closer to buying your stuff. A person who pays with their time now is more likely to pay with their money later. Good lead magnets get more engaged leads and customers than a core offer alone, and do it for less money.

Pro Tip: Even Free Stuff Has A Cost People will give you time before they'll give you money. But, time is still a cost. If your lead magnet isn't worth their time, it's overpriced. And, free or not, they won't buy from you again. So look at it this way: if they think your lead magnet is worth their time, they'll think your core offer is worth their money.

Seven Steps To Creating an Effective Lead Magnet Step 1: Figure out the problem you want to solve and who to solve it for Step 2: Figure out how to solve it Step 3: Figure out how to deliver it Step 4: Test what to name it Step 5: Make it easy to consume Step 6: Make it darn good Step 7: Make it easy for them to tell you they want more

Step 1: Figure out the problem you want to solve and who to solve it for We start by picking a problem that's narrow and meaningful. Then, solve it. When we solve one problem, a new problem reveals itself. Here comes the important part; if we can solve that new problem with our core offer; we've got a winner. This is because we solve this new problem in exchange for money. That's it. Don't overthink it.

Lead Magnet Example: Imagine we help homeowners sell their homes. That is a broad solution. But what about the steps before selling a home? Owners want to know what their house is worth. They want to know how to increase its value. They need pictures. They need it cleaned. They need landscaping. They need minor things fixed. They need moving services. They may need staging. Etc. These are all narrow problems-great for lead magnets. We pick one of the narrow problems and solve it for free. And although it helps, it makes their other problem more obvious-they still have to sell their home. But now we've earned their trust. So we can charge to solve the remaining problems with our core offer and help them achieve their broader goal.

Three Types of Lead Magnets 1) Reveal Problems 2) Samples and Trials 3) One Step Of A Multi-Step Process First, if your audience has a problem they don't know about, your lead magnet would make them aware of it. Second, you could solve a recurring problem for a short amount of time with a sample or trial of your core offer. Third, you can give them one step in a multi-step process that solves a bigger problem. All three solve one problem and reveal others.

David Ogilvy said, "When you have written your headline, you have spent 80 cents of your (advertising) dollar." What that means is, five times more people read your headline than any other part of your promotion. They read it and make a snap decision to read further... or not. Like Ogilvy hints, leads have to notice your lead magnet before they can consume it. Like it or not, this means how we present it matters more than anything. Improving the headline, name, and display of your lead magnet can 2x, 3x, or 10x your engagement.

Step 4: Test What To Name It The three things you'll want to test are the headline, the images, and the subheadline, in that order. The headline is the most important. So if you only test one thing, test that. For example, I had no idea what to title this book. So here's what I did to figure out which name would do the best - I tested. The results may surprise you as much as they surprised me.

Two Types of Audiences: Warm and Cold Warm audiences are people who gave you permission to contact them. Think "people who know you" - aka - friends, family, followers, current customers, previous customers, contacts, etc. Cold audiences are people who have not given you permission to contact them. Think "strangers" - aka - other peoples' audiences: buying contact lists, making contact lists, paying platforms for access, etc.

Two Ways To Communicate: One to One (Private), One to Many (Public) We can contact people 1-to-1 or 1-to-many. Another way of thinking about this is private or public communication. Private communication is when only one person gets a message at a time. Think "phone call" or "email." If you announce something publicly, many people can get it at the same time. Think "social media posts" or "billboards" or "podcasts."

The Core Four These are the only four things you can do to let other people know about the stuff you sell. Combining warm and cold audiences with 1-to-1 and 1-to-many leads us to the only four ways we can let anyone know about anything: the core four. • 1-to-1 to a Warm Audience = Warm Outreach • 1-to-many to a Warm Audience = Posting Content • 1-to-1 to a Cold Audience = Cold Outreach • 1-to-many to a Cold Audience = Paid Ads