The Goodness Squad Podcast Episode #19

How to create lead magnets that work

The podcast only grows if you share it – Thank you for doing so!

Lead magnets, which I prefer to call freemiums, are essential to building your email list.  And a quality email list is essential to building your business.  So, how do you create the RIGHT freemium?  One that actually works?  I've got an answer for you today.

Resources mentioned in episode:

The Goodness Squad
The Goodness Squad on Facebook
Ask Me Anything Group
Tech School
The Good Start Game Plan

The Goodness Squad: Welcome to the goodness squad. Welcome, welcome, welcome, welcome, welcome, welcome, welcome, welcome. Welcome to the goodness squad.

Misty: Welcome to Episode #19 of The Goodness Squad podcast. My nine-year-old daughter recently was telling me how much she wishes that she were already an adult, that she's tired of being a child and she wants to be an adult now. And so we got into a conversation about privileges and responsibilities and how being an adult comes with more privileges. But it also takes a lot of work to get there and that she has a lot of steps she needs to take before she would be able to be successful as an adult.


In today's episode, I'm going to tell you how this relates to your business and to the lead magnet you choose to give away for free in order to get people to sign up on your email list. I'm Misty Marsh. I have built and sold a profitable online business. And now I am on a mission to lift you and your influence for good online, as well as your income. If you are already subscribed to the show, then you are a smart lady. I hope you're finding value here. If you're here for the first time and would like to turn your blog or your podcast into a full-fledged online business, where you share your talents and goodness, without sacrificing that home-centered focus, then you have found a community of likeminded women and we welcome you.   Make sure you subscribe because today, like in every episode, I am giving you a bite-sized, easy to process and easy to implement tip for your business.


So let's get back to my daughter. I think it makes sense, to most of us who are adults, that she couldn't be successful as an adult right now with the skills that she has as a nine-year-old. Yes. She can make herself a fried egg, but there's a lot that she cannot yet do. And doesn't even understand that she needs to be able to do in order to be successful as an adult. In other words, there are a lot of steps between now and successful adulthood for her. 


The same is true for you in your business. You won't be successful as a business owner unless you take the required steps to get there. You cannot truly become successful as a business owner if you refuse to take those steps, or if you don't understand what they are in the business world. Many people think that the very first step you need to take is to get a website. But that actually isn't true. And if you don't know that, if you don't know like my daughter doesn't know, if you don't know what you don't know, then you're going to struggle to be truly successful.


But the same is true for your followers and your customers.  They can't get to where you are and to where you know they can eventually be, without taking certain steps. There are things that they don't know.


For example, let's say that you are a chef and you're going to start an online website, teaching other people how to become expert chefs. Well, you can't just roll him in neck-deep into the pool and expect them to swim.  First, you're going to teach them what some basic terms are. They need to understand words like blanching or poaching or al dente or basting, right? Once they understand these terms then they need to gain certain skills, like how to use a knife or how to read a recipe, how to cook without a recipe.


Once they've learned all of the sets of skills, maybe they need to then learn how to plate a meal. But you have to take them through those steps, somewhat sequentially, in order for them to truly become the chef they want to be. And in that process, you will teach them things they did not know that they did not know.


This is true of any sort of thing that you can teach people online. There are steps that they need to take. And when we present them with information all willy nilly, we don't help them as much as we actually could. So what if you created a path? What if you thought about that process, "Where are my followers/customers right now? Where are they when they come to me? And where do I eventually know they can be, where do they eventually want to be? And what steps are involved in that process?" What if you sat down and actually planned that process out? And then, what if, for free you gave them the things that they don't know that they don't know?


What if you taught them the why behind the steps and what those steps are. What if that was all of your free content; your blog posts and your podcast episodes and your YouTube videos were all about why these steps are necessary and what the steps are? And then after they know the why and the what, the next thing they need to know is the how. How do they do the things you want to teach them?


So, in my example of a chef, they need to know how to use a knife, not just why they need to use a knife and that they need to use a knife, right? First, you have to teach them that learning how to use a knife is one of the required steps. And then you have to teach them why. So they're motivated to do it, but what about the how? What if your lead magnet, the gift that you give someone when they join their email list, was the how? What if it was the very first step in that whole process? And it was how to do it? Not why, not what; because you're giving that away for free. What if it was how? How do you take that very first step?


And then what if your product, your first product, your least expensive product was the next step? The how you take the next step and you continue walking them through this process, how they do things, all the while you're still giving away free content that is the why and the what.


But the content that they pay for is the how, and the very first step of the how is actually also free, other than the fact that they need to give you your email address. This is why I don't love the term lead magnet. Because that seems like the lead magnet is all about you. It's about attracting people to you.


So you have a whole bunch of leads and you're creating this magnet that just makes them want to come to you. But it's all maybe a facade, you're not really giving them anything of value. You're just getting this magnet so that you can rope them in to being one of your leads and getting on your email list.


I don't love the term lead magnet. I like the term freemium, instead, because it captures this idea that that first step should be something that is worth paying for. It is how you take that first step, but you give it away for free. And in doing so, you gain someone's trust.


Now, one other thing that this first step should do, this lead magnet, or this freemium, it should qualify them for the next step. Remember, in our example of the chef, that they had to learn what the terms were, things like poaching and basting, before they could actually start to learn the how and the skills, they had to know those words. It qualified them for the how. So how can you qualify them in that lead magnet for the very next step?


 Your assignment for today is to map out your customer journey, where are your customers, your ideal customers? I understand that not every customer starts in the very same place, but if you could choose the very perfect follower, the person that you can help the most, where are they right now today? And how can you help them? Take two or three or five or 10 steps until they get to where you know they can be. What are those steps? I want you to map that out and then I want you to create something that teaches them how, how to take that very first step. And that is your lead magnet.


Now I have done this for my customers and my followers. I have done this for you. I have figured out what steps you need to take to go from wanting to start an online business, but having no clue how, to running a successful business while balancing that with your family and your other priorities. I have mapped that out for you. And do you know what I discovered? I discovered there are six steps that you need to take before you ever create that website.


In my next podcast episode, I am going to tell you exactly what those six steps are, but if you want to learn how to successfully take those steps,  You need to check out my e-course The Good Start Game Plan. This is the six-step process for starting a content marketing business like blogging or podcasting that you know, from the get-go will be profitable and manageable as a Latter-day Saint mom. Recently I spent the last, gosh, eight weeks or so upgrading it and improving it. I have added a bonus that teaches you how to create that very first lead magnet.  It also teaches you how to sell that very first product for free. How to set that up on your own WordPress website for free. All the videos are now completely searchable. Every single lesson comes with a, to-do checklist and homework for you. And most exciting of all, for me at least, it comes with the ability to earn points that you can then turn around and use to purchase additional products from me.


Right now the Good Start Game Plan is just $149, but on July 10th, I will be raising that price to reflect all of these upgrades. So if you want to get in at that $149 price and still have all the upgrades, you need to take advantage. You need to jump on over to my website and check out the Good Start Game Plan right now before it goes up to $249. It is currently $149 and it will soon go up to $249.


 You can find more information on the Good Start Game Plan at designedforgoodness.com/goodstartgameplan. I will also leave a link to that in the show notes.


Once again, thank you for spending this time with me.  You all make my job so wonderful and worth it. This is why I continue to show up, because of you. If you haven't done so already, make sure you hit subscribe, because remember, in the next episode I am going to tell you what those six steps are that so many bloggers and podcasters and You-Tubers, skip, and they miss out on and it creates problems in their business. Nailing these six steps is going to lead to you being able to rock being a mom and rock being a business owner. So make sure you don't miss that next episode. And if you want to get the how for those six steps, make sure you check out the Good Start Game Plan. I'll see you in the next episode.


Girls: Thanks for listening to our Mom! She tells us we're growing up too fast, but we're just trying to be like her. I mean, who wouldn't want to be able to hop in the car and go get a shake anytime they want?

You won't be successful as a business owner unless you take the required steps to get there.

Misty Marsh - DesignedForGoodness.com Tweet

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