Nobody Wants Your Free PDF

Stefan and Tim were spending thousands of dollars every month, and still not getting enough qualified leads into their sales process. We just changed one thing, the magnet that they used to attract their leads in the first place. Within 24 hours, they had 1,009 new leads for 91 cents each. And all we did was we changed their traditional lead magnet for a micro magnet, and it made all the difference. So, in this video, I'm going to show you what's changed on the internet, why micro magnets have replaced lead magnets, and how to build one quickly so you can get a bunch of leads this week without spending a fortune. And as we get started, you need to know one thing. This video is part of a series called The Marketing Nut. It's a behind-the-scenes look at how we get leads and sign clients both for us and for our clients. Today, we're zooming into the micro magnet. If you want to watch the rest, there'll be a link to the playlist somewhere. Let's get started. I'm going to start this video assuming you know what a lead magnet is. It's something we trade in return for contact details and permission to follow up. That hasn't changed, but what has changed is what's working right now. A traditional lead magnet is usually broad, topic, and information-based. In fact, my first lead magnet was called the ultimate guide to building a 10 by 10 marketing system for your Action COACH business coaching business. Terrible name for a kind of long crap lead magnet. It was 46 pages long, and I guarantee not one single person who downloaded it read it from cover to cover. That worked in a world where information was scarce, and the only way to get the information was to download it from people like you and people like me. But those days are long gone. Any time somebody wants to find an answer to something, they'll jump on YouTube like this, or they'll Google it, or now, more and more, they'll go to one of their AI platforms, Claude or GPT or whatever. Nobody's looking for more information, especially not on social media. If you think about the short-form platforms, people looking for a quick dopamine hit, and offering your ultimate your ultimate guide to that thing that nobody even asked for in the first place isn't going to cut it. So, these are long and boring and dead. Because the times have changed, the magnet we offer has to change as well. And so, instead of offering free information, now we offer a result. I think about it like selling a splinter. If this is your prospect's hand, and right here there's a nasty uncomfortable splinter, the best magnet isn't seven steps to remove your splinter. It's just a tool that pulls the splinter out and gives them some quick relief. Those are the magnets that are working great for us right now. Instead of sharing how-to information, we give people a tool that actually does the job. It doesn't teach them anything. They don't need to understand it in order to be able to get a result, just like turning on a light switch. I don't know how electrons work, but I click that and the lights come on and super happy. Your prospects are exactly the same. A great micro magnet deliberately does less. It focused on one micro problem. It solves it in 2 minutes. That gives people an experience that your stuff works and a desire, if you structure it right, to get more from you. That's what we're going to build it together right now. So, Stefan and Tim were spending a bunch of money on ads offering a magnet that had stopped working. And on the Gold Coast at our boardroom event, we talked about micro magnets and the success we were having. We'd identify a a tiny problem and give people a tool that fixed it. In about 15 minutes they had a list of AI tools that were useful for their target market. They just put up a simple post saying, "Hey, I've got this thing. Do you want it?" The hand raiser post. They had 1,009 people put up their hand, give them an email address in 24 hours for 91 cents each. Cheapest chips. Easy way to get a bunch of leads. So, let me show you why it worked. The magnet you offer is either hot and attractive or not. And then to get the value, your prospects either have to put in a bunch of effort or take a risk or it's safe and easy. Let's break it down. Some people offer an email newsletter. Certainly easy, but not that sexy. Others are still offering free sales calls. They call it a strategy session or whatever, but it's it's a sales call. Not hot. Takes a bunch of effort. I got to spend a bunch of time with some dude who only wants to get money from my wallet, not that great of trade. Up here, it's hot but high effort. Think about like a 5-day challenge. I hate challenges. Please don't do a challenge. Even a video course, super useful but just maybe not worth it, you know, the juice isn't worth the squeeze. Up here, a micro magnet is the perfect combination of super desirable and really easy to consume the value. This is crap. This is a trap. This is good but there's a gap between how much effort it takes to get the result and the value of the result. And this is just a snap. That's what we want. Simple, easy, useful, fast. All right, I get the theory. Show me an example and show me how to build one. That's what we're going to do right now. It's really easy to know if a micro magnet hot or not and if it's easy or sounds like a hard work just by giving you the title. So I want you to put your prospect hat on for a moment and imagine you see a post offering these two things. Which one of these sounds exciting and easy and desirable? And which one sounds like it's probably not worth the click? Would you rather A or B? A, how to write emails that sell or B, from Dean Jackson, the amazing 9-word email that revives dead leads. B, please. Last example, how to overcome sales objections or B, the two question close that turns "I need to think about it" into a yes without being pushy. Each of those are great examples of not that hot and feels like I have to learn something or B, I can just take this and I get an instant result. That's what we want. So now you get it, let's get it done. I'm going to give you four simple steps. First, we're going to make a list of the top three problems that you solve with your coaching. It's really easy. For me, it's really simple. Either don't have enough leads or not making enough sales or don't have enough clients. Attract, convert, deliver. Broad problems. Just going to make a list of your top three and then circle the one that is the hot one for most of your audience. For me, I'd go it's leads. Okay, that's where we're going to start. That gives us somewhere to go but it's still way too broad. So step two is to go what are the splinters within that problem? Think about what are the specific things that people are trying to do and having some trouble with. If I took lead generation, it might be that they're posting on social media every day and just not getting enough leads. That's a splinter. Or they're spending more money on ads and getting less leads that aren't very good. Each of those is a splinter. We're looking for a specific micro problem. Step three is to solve it. Presumably you've picked something that you do with your clients all the time, right? So how would you solve that? Do you have a tool, a training, a resource, a system for solving that problem? If you do, fantastic. I just want you to take a moment and just sketch out your solution. You know, step one, we do this and then we do that thing. And then step three, they do this and they end up like happy with the problem solved. That's good. Just get clear about how you would actually do it. Step four, let's find a format that makes this thing really easy for them to consume and to use. What's the format that makes it easiest for them to get the win? If we weren't allowed to teach them, but we had to just give them an outcome in like two minutes, maybe three without really trying, what's the easiest format to inject that into their system? Like in the Matrix where they put the USB, like the USB in the back of the head and he wakes up and goes, I know kung fu. We want that. So it could be a checklist, could be a script, it could be an AI prompt. Those are great, by the way. Some kind of template. Your goal here is speed. Once you know the solution, which one of those formats, and there's others, but which which format is easiest for you to get them an actual outcome? Deliver a win. That's a great micro magnet. You can do this by hand manually, but it'd be kind of dumb for me to teach you how to build something that's easy without giving the shortcut myself. So we built a really simple tool for our clients called the micro magnet suggestamatic. And what it does is it looks at your problems, identifies a splinter, maps the solution if you don't have one already, and suggests an easy format. It even names it. And then it goes to the next the fun step, which is how we get the leads, which is it gets people to raise their hand and say, "Hey, I want some help with that." And it gives you the post as well. And there's a link to that in the description below. It's not meant to be part of this video, but I thought generous and useful, so you can have it. Cuz all the micro magnet does is it takes all of the thinking and guesswork out for your prospects about is this thing worth it for me or not. Cuz when you build them like that, they are hot and easy, which is what everyone's looking for. Nobody's on social media wanting to think. They just want their problem solved and a quick dopamine hit. That's what a micro magnet delivers. Let me give you a little advanced strategy. If you're clever, not only will you get a lead and somebody to raise their hand, whether it's by commenting or on a post or clicking on an ad, but you can then have it take them to the next step in your sales process. In our world, that's usually the micro VSL, which is another video in the series. It's not just about getting their attention, it's about redirecting their attention to the next easy yes. That's what a funnel really is. So, when you use the micro magnet suggestamatic, it's going to give you a killer micro magnet and a hand raising post, and then just watch what it does at the end. I think that'll be really instructive for how you can use yours to get more people into your sales pipeline. So, that's micro magnets. They're quick to make and they're quick to consume, and they can put your lead generation on turbo mode. So, what I suggest you do is post short form content every day for attention. Each week, we share a micro magnet to get leads, and then once a month, we run a workshop to turn them into clients. I'll show you how to do that in the next video.