Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced

Jun 22, 2026 22:37 · 22:23 · English · Whisper Turbo · 2 speakers
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Lecture Index
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0:08
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
All right,
0:08
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
let's talk about the 10 -point lead magnet audit because we've been talking about the
0:12
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
different types of lead magnets and different things like that.
0:16
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
But how do you create a great lead magnet that's going to convert and drive leads
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S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
for your business?
0:21
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
And there's 10 elements we're going to be looking at to make
0:26
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
sure that we have a fantastic lead magnet.
0:28
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
And what you can do is download this from this section of
0:32
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
the certification course.
0:35
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
Go through and apply this audit to your own lead magnets or
0:39
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
bust it out whenever you're getting ready to create a new lead magnet for your
0:44
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
company or for a client's company now the first element
0:48
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
we're going to be looking at is the headline and What we
0:52
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
want is we want to see a clear tightly written promise It's
0:57
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
using
0:58
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
As many words as necessary,
0:59
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
but not too wordy,
1:02
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
but it needs to be a compelling,
1:04
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
strong headline that's not misleading,
1:07
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
not hypey,
1:08
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
something that communicates desire,
1:11
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
something that people will desire right away.
1:13
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
As we go through this audit,
1:17
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
we're going to actually audit a real lead magnet as we go along.
1:20
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
This is a company called Paleo Plan,
1:22
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
and they have this lead magnet.
1:25
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
And it's advertised on their homepage and it says the Paleo Starter Kit.
1:28
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
And so,
1:30
S… Speaker 2 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
you know,
1:31
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
we're going to take a look at the headline.
1:33
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
We're actually going to get into the actual lead magnet itself,
1:36
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
the deliverable itself.
1:38
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
But if we look at the headline,
1:39
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
the headline is Paleo Starter Kit.
1:42
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
So,
1:43
S… Speaker 2 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
you know,
1:45
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
I don't necessarily love the headline.
1:48
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
I don't think,
1:49
S… Speaker 2 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
you know,
1:50
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
I think they could have,
1:50
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
you know,
1:51
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
come up with something a little bit stronger.
1:54
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
But it's not awful either.
1:56
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
The thing that you want to avoid here is that
2:00
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
you don't want to create a headline that is cute,
2:04
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
but it doesn't explain what they get.
2:08
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
And that,
2:09
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
you know, so you don't want to create something that people look at it
2:13
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
and they say, oh, that's kind of a cute name for that.
2:16
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
But it's not,
2:17
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
it doesn't tell me what the heck it is,
2:19
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
right? You want to be clear.
2:20
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
And I think they were pretty good with that.
2:23
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
Paleo starter plan is not
2:28
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
a horrible headline.
2:29
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
It is compelling.
2:30
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
I think they could have probably gotten a
2:34
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
little bit more strength in terms of that headline.
2:39
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
Overall, I think it ranks okay.
2:42
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
So I'm going to give it a three.
2:43
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
And what I want you to notice when you're doing your
2:48
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
audit is that as you're auditing this thing,
2:51
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
you give this a three out of four for the headline.
2:53
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
It's going to...
2:57
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
once I kick out of this this cell it's going to drop
3:01
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
the score of this headline okay so now
3:05
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
that it's got a three out of four instead of a four if
3:10
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
we give it a four it's going to have a hundred percent you
3:14
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
know but if we give it a three we know that we could probably come
3:18
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
back and maybe work a little bit on the headline for the lead magnet
3:23
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
and get a better score
3:26
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
And what this does is it starts to break down this resource,
3:30
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
this piece of content into its component parts.
3:32
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
So let's talk about desirability.
3:34
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
Is this something that the target audience needs or wants?
3:37
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
Is it articulated in a compelling way?
3:42
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
And because,
3:44
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
you know, here's what they use for copy here in
3:48
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
terms of is it compelling?
3:49
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
Is it desirable?
3:51
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
25 delicious paleo starter recipes,
3:54
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
top 10 questions about paleo,
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S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
a complete starter shopping list,
3:59
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
tons more free resources.
4:01
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
So I think,
4:03
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
you know, one of the things I could benefit from in this copy here
4:07
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
in terms of,
4:08
S… Speaker 2 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
you know,
4:09
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
trying to communicate something that's more compelling would be to
4:13
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
tell me why I care,
4:14
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
right?
4:15
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
Like, why do I want 25?
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S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
paleo starter recipes.
4:20
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
And the reason might be that I say get
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S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
25 delicious paleo starter recipes so you
4:29
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
can get started right away on losing weight on your paleo
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S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
diet.
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S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
You want to make sure that when you can be...
4:37
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
you're that when you're communicating this that it's compelling and
4:41
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
that you're using good copywriting principles to write your bullets I
4:46
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
think again I think you know they did a good job here not a great job
4:50
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
you know this is much better than no copy at all but
4:55
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
you know what what top 10 questions about paleo
4:59
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
like
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S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
Do I want,
5:01
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
you know, can you give me a little bit more,
5:03
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
like maybe give me a sample question that gets answered inside
5:07
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
of the lead magnet here?
5:09
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
The deliverable itself is really very well put
5:13
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
together, and we'll get to that in a minute.
5:15
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
I'm not seeing,
5:18
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
you know,
5:19
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
really strong copy here.
5:22
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
a complete starter shopping list.
5:24
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
And the easiest thing to do here when you're writing this kind of stuff to try to convince
5:28
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
somebody that they want to give you their email address here is
5:33
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
to use the so that rule.
5:35
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
So if I say a complete starter shopping list so that,
5:39
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
so that what?
5:42
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
You know, so you won't be wandering around the shopping center
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S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
looking for the right foods.
5:49
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
So,
5:50
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
you know,
5:51
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
so you don't have to do the research to figure out what to buy at the grocery
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S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
store.
5:55
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
You know,
5:56
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
you want to get back to the real benefit here.
5:58
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
I don't necessarily want a shopping list.
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S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
But if you can tell me that it's going to save me time or it's going to help me lose weight quicker,
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S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
it's going to, you know,
6:06
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
like how is,
6:07
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
think about,
6:08
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
remember, you go back to that customer avatar and say,
6:10
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
like, what does that person want?
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S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
What is their desire and what are the things that are stopping them?
6:15
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
Can you tell me how this shopping list is going to overcome
6:19
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
a challenge that I have or help me achieve a goal that I have?
6:23
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
This is really weak here.
6:25
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
Tons more free resources,
6:27
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
right?
6:28
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
That's really broad and really not compelling
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S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
at all.
6:33
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
Very nonspecific.
6:37
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
We're going to give them a two on this.
6:40
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
If it was me,
6:41
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
I would tell them to go back to the drawing board and strengthen the copy
6:45
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
that is selling the lead magnet,
6:48
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
both in the headline and in the bullets.
6:51
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
Specificity.
6:53
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
The lead magnet offers an ultra -specific solution to an ultra
6:57
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
-specific market.
6:58
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
We talked about specificity a little bit earlier,
7:01
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
and specificity is important.
7:05
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
create these lead magnets you don't need to solve all the world's problems
7:09
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
at the same time you need to solve a specific problem
7:13
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
for a specific solution for a very specific
7:18
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
market right so this is the exact
7:22
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
opposite of that this is a starter kit that
7:26
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
is offering a lot of different things and if we get
7:30
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
into the actual lead magnet itself
7:33
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
And we start looking.
7:34
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
Okay, Paleo Starter Kit.
7:36
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
Let's look at the index here.
7:38
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
There's an intro.
7:39
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
What is Paleo?
7:42
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
Why aren't these foods paleo?
7:44
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
Top 10 paleo questions.
7:45
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
Read more about paleo.
7:47
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
Get started on paleo.
7:48
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
And there's a lot of good stuff in here.
7:52
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
Really, really good stuff.
7:53
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
I read this,
7:53
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
right?
7:54
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
And I read through it and I was like,
7:56
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
wow, this is really interesting and very well put together.
7:59
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
The design is pretty nice.
8:01
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
It uses a lot of stock photography,
8:06
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
which I don't love.
8:07
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
But overall,
8:09
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
I mean, it's just a pretty well designed.
8:12
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
lead magnet.
8:13
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
So when I say specific,
8:16
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
typically what I'm going to see is I'm going to find something
8:21
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
that's very specific inside of your non -specific
8:25
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
lead magnet and say,
8:27
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
why not try to just say to them,
8:30
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
download this
8:36
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
thing that'll tell you what foods are paleo and what foods are not.
8:38
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
That's it.
8:39
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
It's a little cheat sheet that
8:42
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
is, you know,
8:43
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
going to tell you,
8:44
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
is this food paleo?
8:46
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
Is this food not?
8:47
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
It's a list of paleo.
8:48
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
It's either going to say yes or no.
8:50
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
It's a list of common foods and it's going to say yes or no.
8:53
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
That is a bigger,
8:55
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
that is going to convert better as a lead magnet typically than
8:59
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
to say something broad like,
9:01
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
you know,
9:02
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
this is the starter kit,
9:03
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
right?
9:04
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
You're going to,
9:05
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
instead you're saying to them,
9:06
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
this is the
9:10
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
list the cheat sheet the paleo you could call
9:14
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
it something like that like is it the is it paleo cheat sheet
9:18
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
all right or something like that you could also offer and
9:23
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
splinter out of this bigger resource just this meal plan
9:27
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
as a as a lead magnet
9:29
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
Just give them the meal plan.
9:31
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
Be very specific.
9:33
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
Remember, in this criteria,
9:35
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
what we're looking for is specificity.
9:37
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
The lead magnet offers an ultra -specific solution to an ultra -specific market.
9:41
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
Now, this is good news because what I'm basically saying is
9:45
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
that they didn't need to go and put this gigantic thing together.
9:49
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
They could have just done the meal plan.
9:51
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
Or they could have just done...
9:54
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
uh, the,
9:55
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
is it paleo,
9:56
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
you know, a list of foods and say,
9:58
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
is it paleo or not download.
10:00
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
this it's a little cheat sheet and you're going to keep it but instead they went and
10:04
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
they put both of them together plus a whole bunch of other stuff right um
10:08
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
and you don't need to do that in fact you're going to see
10:12
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
usually see higher conversion rates when you are very specific about
10:16
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
what you're going what problem you are going to solve so
10:22
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
uh specificity i'm going
10:26
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
to give them a one
10:27
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
This is a non -specific resource.
10:30
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
It's basically like,
10:31
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
hey, here's how to get started on paleo.
10:33
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
They could have created a grocery list and
10:38
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
said, here,
10:39
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
get the paleo grocery list.
10:40
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
They could have said,
10:41
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
here's the seven -day meal plan with a grocery list.
10:45
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
That would be super compelling,
10:46
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
I think, and super specific and convert really well.
10:50
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
So they're getting a one on specificity.
10:53
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
How about congruency?
10:55
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
The problem the lead magnet solves is perfectly congruent with
10:59
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
the problem the core offer solves.
11:01
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
So in order to figure this out,
11:03
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
we need to know what they're trying to sell.
11:05
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
And what they are trying to sell is this
11:09
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
paleo plan.
11:11
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
Weekly 20
11:15
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
minute or less workouts.
11:16
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
What's inside paleo plan.
11:20
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
This is a membership.
11:24
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
Product that they're selling $15 .99 a month,
11:27
S… Speaker 2 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
right?
11:28
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
So yes,
11:29
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
I would say congruency.
11:31
S… Speaker 2 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
You know,
11:32
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
you don't want to create,
11:33
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
if you're selling guitar lessons,
11:37
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
you don't want to have a lead magnet that teaches somebody how
11:42
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
to play.
11:43
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
Yankee Doodle on the flute.
11:45
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
And that's an extreme example of being
11:50
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
non -congruent.
11:51
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
But we do this all the time.
11:52
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
We use a lead magnet that is not congruent with
11:56
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
the core offer,
11:57
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
what we're ultimately trying to sell.
11:59
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
And that's going to maybe get a lot of leads
12:03
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
for you,
12:04
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
but not...
12:05
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
leads that are going to buy what you're trying to sell so you always have to start with what am
12:09
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
I trying to sell and then back into what the lead magnet needs
12:14
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
to be and and they've done a really nice job I'd say four out of
12:18
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
four at creating a lead magnet the paleo starter plan that
12:22
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
ultimately is congruent with what they're trying to sell which is a membership site
12:27
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
type situation where you're going to pay them to be
12:31
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
in the
12:33
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
you know, paleo plan members area.
12:36
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
Speed.
12:37
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
I love speed for lead magnets that convert really,
12:41
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
really well when you can tell somebody like,
12:44
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
hey, look, download this and you're going to have instant value,
12:47
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
instant value.
12:49
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
So think about the difference between the value proposition
12:53
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
that I'm making to someone when I say,
12:56
S… Speaker 2 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
hey,
12:58
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
Go and read my big,
13:00
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
long paleo starter plan,
13:03
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
and I'm going to tell you all you're going to need to know.
13:05
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
I'm going to tell you the history of paleo.
13:07
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
I'm going to tell you all kinds of stuff.
13:09
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
We're going to answer all kinds of questions and all these things.
13:12
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
That's one value proposition.
13:14
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
Print this and read this,
13:16
S… Speaker 2 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
all right?
13:18
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
Another value proposition would be download this cheat
13:23
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
sheet that will tell you whether foods are paleo or not and just bring it to the grocery store
13:27
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
next time you go.
13:28
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
That's instantaneous value.
13:31
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
It has tremendous speed.
13:33
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
Can you see that?
13:34
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
It's almost like it's a tool.
13:36
S… Speaker 2 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
In fact,
13:36
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
it is a tool,
13:38
S… Speaker 2 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
right?
13:38
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
It's a little,
13:39
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
is it paleo cheat sheet?
13:41
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
Or if I said,
13:43
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
think about the value proposition of download this lead
13:47
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
magnet that's going to give you seven,
13:49
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
your first week of recipes.
13:51
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
All you need to do is download and print it.
13:54
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
to do anything else.
13:55
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
You've got the value.
13:56
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
You've got these recipes now in your hand.
13:58
S… Speaker 2 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
They are tools.
13:59
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
So think about your lead magnets as tools that can make
14:03
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
things easier and deliver results with speed.
14:07
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
And rather than to make the value proposition that,
14:11
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
hey, here's your starter kit,
14:14
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
and you're going to need to sit down and read this big,
14:17
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
long document,
14:18
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
that's not converting as well,
14:21
S… Speaker 2 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
typically.
14:22
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
as a tool will.
14:24
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
And so there you go.
14:25
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
I'm going to give you a one on that because I think you could actually pull
14:30
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
a little parts of this paleo starter kit out
14:34
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
and create a few different lead magnets to try and
14:39
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
test those like test the recipes,
14:40
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
test the cheat sheet,
14:42
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
test the grocery list idea and some different
14:46
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
things like that that are very specific and deliver.
14:49
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
speed.
14:50
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
Now let's talk about consumption.
14:52
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
I always talk about consumption because in order for people to
14:56
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
get value out of your content,
14:57
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
you have to create content that's
15:00
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
Content that is formatted in a way that it's easy to consume
15:04
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
and there's transitions between ideas.
15:06
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
Now, the unsatisfactory level of that
15:11
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
would be you've got huge speed bumps in there.
15:15
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
I feel very intimidated by your copy.
15:20
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
And so it's hard for me to slog through
15:24
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
your copy or your video or whatever it is.
15:28
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
I can't consume it.
15:30
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
They did a really nice job of consumption here.
15:33
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
They used things like an index to kind of teach me where I need
15:37
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
to go.
15:38
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
They're using nicely designed.
15:40
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
They got headlines in here.
15:42
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
I think the fonts are good.
15:44
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
Perhaps they get a
15:48
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
little heavy on the copy.
15:50
S… Speaker 2 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
You know,
15:51
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
this looks a little intimidating here to read.
15:54
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
And I know that sounds crazy maybe to a lot of us that this looks intimidating.
15:59
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
But remember that we're dealing with a very short attention span
16:03
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
today online,
16:04
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
and we have to make things consumable and skimmable,
16:07
S… Speaker 2 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
right?
16:08
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
So people can skim through and look for what they want.
16:11
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
And they're doing a pretty good job here using...
16:14
S… Speaker 2 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
you know,
16:15
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
design elements and headlines and different things to make this consumable.
16:20
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
They're using bullets.
16:21
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
They are using bolding in order so people
16:25
S… Speaker 2 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
can skim through.
16:27
S… Speaker 2 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
All right.
16:27
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
So it's a very consumable document.
16:29
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
So I'm going to give them a four on consumption.
16:34
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
Now,
16:35
S… Speaker 2 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
goal.
16:38
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
Is there a clear call to action made that is relevant to the subject matter
16:42
S… Speaker 2 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
of the lead magnet?
16:43
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
Is there a clear call to action in the lead magnet?
16:45
S… Speaker 2 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
Yes,
16:46
S… Speaker 2 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
there is.
16:47
S… Speaker 2 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
If I read,
16:47
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
if I'm reading along and reading along and reading along and I'm getting my
16:52
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
information, there is a clear CTA in here
16:56
S… Speaker 2 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
that says, hey,
16:57
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
would you like to.
17:00
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
become a part of Paleo Plan,
17:02
S… Speaker 2 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
which is our product,
17:04
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
and start paying us money.
17:05
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
That's a clear,
17:07
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
congruent call to action that is made.
17:10
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
Get more from your Paleo program.
17:15
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
They start going into a little bit of a sales pitch
17:19
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
here to try to build membership.
17:22
S… Speaker 2 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
Yes,
17:23
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
good job on the goal.
17:25
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
Remember that failure to provide the next step.
17:30
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
in the customer journey is not just bad
17:34
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
marketing.
17:34
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
It's a bad user experience.
17:36
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
If I'm reading this lead magnet and I'm like,
17:39
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
wow, I really want to get into this.
17:42
S… Speaker 2 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
I really like this.
17:43
S… Speaker 2 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
I really want to be a part of paleo.
17:46
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
How do I do more with this?
17:49
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
If you don't provide that call to action,
17:53
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
if you don't tell them the next step in the customer journey,
17:56
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
It's not just bad marketing.
17:58
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
It's bad user experience.
17:59
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
The person's got to now close this and then go out.
18:02
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
Let me tell you what they're going to do.
18:04
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
They're going to start going out to Google and they're going to start searching for a
18:08
S… Speaker 2 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
solution.
18:09
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
And that solution is,
18:10
S… Speaker 2 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
I want more.
18:11
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
I want more paleo.
18:13
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
I need more information.
18:14
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
I want to be a part of a community.
18:16
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
I want more whatever.
18:17
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
And so if you don't provide that,
18:19
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
they're going to go out there to your competitor.
18:21
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
It's a bad experience.
18:22
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
Bad marketing and bad user experience when you don't make the
18:26
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
offer.
18:27
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
So don't be afraid to advertise in your
18:31
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
blog posts or podcasts or lead magnets
18:36
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
or videos or whatever it is.
18:37
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
Don't be afraid to do that.
18:38
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
Be afraid if you're not doing it because your customers are
18:42
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
getting frustrated.
18:43
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
Your audience is getting frustrated.
18:45
S… Speaker 2 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
They're like,
18:46
S… Speaker 2 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
how do I do more?
18:47
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
And so provide a clear call to action.
18:52
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
and make it compelling,
18:53
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
compel the reader to take that action.
18:57
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
They did a nice job of this.
18:59
S… Speaker 2 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
It's a four.
19:00
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
Media,
19:01
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
all the images,
19:02
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
video, and audio,
19:03
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
they just use images in here,
19:05
S… Speaker 2 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
and it's clean.
19:06
S… Speaker 2 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
It's clear.
19:07
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
I think they used a lot of stock images.
19:13
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
So it looks kind of stock -like,
19:16
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
if you know what I mean.
19:18
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
A lot of the images and everything in here,
19:20
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
you can tell it's just really stock.
19:22
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
Come off of stock websites and stuff like that.
19:26
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
Some of this might be custom photography here.
19:30
S… Speaker 2 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
I'm not sure.
19:31
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
But it just feels a little bit like...
19:34
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
you know, stock photography.
19:35
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
So I'll knock it down one point for that.
19:39
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
And, and,
19:39
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
you know, if they wanted to,
19:41
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
I think they could come back and do some,
19:43
S… Speaker 2 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
some work on,
19:44
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
you know, the graphics a little bit.
19:46
S… Speaker 2 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
Completeness.
19:47
S… Speaker 2 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
I think it is complete.
19:48
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
It delivers on the promise.
19:50
S… Speaker 2 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
It does.
19:50
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
It's just that I think specificity wise,
19:54
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
they didn't need to make such a wide promise that I'm going to give this whole starter kit.
19:59
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
In fact,
20:00
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
that starter kit,
20:02
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
this thing here,
20:03
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
if they went and fleshed it out more,
20:05
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
just a little bit more,
20:06
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
they could sell this as their sort of front -end
20:10
S… Speaker 2 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
product,
20:11
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
in my opinion.
20:13
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
So they couldn't just sell.
20:15
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
probably just this document unless they sold it for,
20:17
S… Speaker 2 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
you know,
20:18
S… Speaker 2 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
very, very inexpensively.
20:19
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
But they could build a little course around this and actually sell this and
20:24
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
then splinter out little pieces of it for lead magnets.
20:28
S… Speaker 2 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
But yeah,
20:29
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
I think the completeness is there.
20:30
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
So I give them a four.
20:31
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
And then consistency,
20:33
S… Speaker 2 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
you know,
20:33
S… Speaker 2 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
I don't know their brand.
20:34
S… Speaker 2 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
This is about branding.
20:36
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
So like the content of the lead magnet is consistent with the brand.
20:39
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
I don't know their brand super well,
20:41
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
but it looks consistent,
20:42
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
yes, with what they've done.
20:44
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
So they get a C plus here in the United States.
20:48
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
It would be a C plus,
20:50
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
a 75 or maybe it's just a flat out C.
20:53
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
You know,
20:55
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
things that I think they need to do.
20:57
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
I think they should look to splinter
21:02
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
out pieces of this lead magnet.
21:07
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
to create more specificity.
21:09
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
I think that will convert better.
21:11
S… Speaker 1 (Certification-06-2019-ContentThatGeneratesLeads-07-The10PointLeadMagnetAudit-_balanced)
I think maybe replace

This transcript was generated by AI (automatic speech recognition). May contain errors — verify against the original audio for critical use. AI policy

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