Lead Magnet Mastery

Catharine O'Leary: Hello, everyone, and welcome back to kickstart conversation. I'm your host, Catharine O'Leary. And today we're diving into a game changing topic for entrepreneurs. And that's really crafting lead magnets that genuinely resonate with your audience. A lot of people talk about lead magnets, lead magnets can come in a lot of forms, including quizzes. And that's usually what I focus on. But you know, they come in check, you know, check boxes or checklists, they come in blueprints, they come in the form of audios, they come in lots of different forms. And, you know, you can use a variety of them depending on your, on your audience and and who you're talking to, and what the, the medium is that you're using. But today, I don't want to just talk about any lead magnets, of course, we're going to focus on quizzes. And that's because I do find that they are more powerful and engaging. When done, right, they're really incredibly effective, not just for attracting your ideal clients, but also for giving you some data in the back end, which almost nobody actually talks about, or utilizes very well. So why don't we just unlock some of the secrets to creating quizzes that not only attract, but really captivate your ideal clients. So let's, let's just take a second and talk about traditional lead magnets, they often miss the mark, they're either too generic, they're not engaging enough, or they just really don't provide the value that they promised. I have seen over the last little while a lot of the lead magnets that you know, are almost a really long sales page to you know, learning in the next steps or learning the next things by taking the course or you know, getting on a call or whatever, but there's no actual value in the the said lead magnet is just, it's kind of like a tease to, you know, you, you know, you could do XY and Z. And if you want to learn how to do xy and z, then you know, let's get on a call or you know, here's the course. And that's not actually the purpose of a really good lead magnet, a really good lead magnet, you should be able to walk away with, you know, at least the start of an answer to your 3am question. So or even the precursor to the 3am questions. So a lead magnet should be, you know, a solo entity, it should be if they walk away with just the lead magnet, they've gotten their complete, they've gotten at least an answer or some sort of a, you know, a blueprint or a way to start thinking about their answers. It shouldn't leave them. I mean, it shouldn't. It shouldn't leave them thinking, Oh, I got nothing. It but it shouldn't leave them thinking, wow, I want more. Right? Does that make sense? So your lead magnet should still allow people to walk away and feel like they've gotten something. But really what you want to do is give them you know, enough to, to be able to walk away and say I got something but you know, to be able to say also, I really want some more, right? And when you're too generic or you're not engaged enough, or you feel like you don't want to give away everything for free. That's, that's not where you want to be. Right? Like, I mean, here's the deal. If information was the only thing that people needed to get to where they want to be, then everybody would be exactly where they wanted to be. They'd be billionaires, they'd be millionaires to be whatever they wanted to be. Because honestly, if information was the game, everything's on YouTube, right? Everything is DIY, like people, people are not, you know, really looking just for information, right? So give the content away, I say, give it all away, because that's not what they're going to pay for. They need to pay for the experience, the accountability, the coaching, the mentoring, you know, the how do I get this done? It's not about the blueprint, it's not about the checklist. It's not about, you know, the start of the journey. It's about finishing the journey, and finishing the journey often entails, you know, a lot more accountability and interaction. So all that to be said, just saying, make your lead magnets really engaging and, you know, make sure that they're able to be, you know, something that people can walk away from and say, I've got a, you know, a complete answer. It might not be the Cadillac of answers or the you know, the, you know, the Mercedes Benz have answers. It might be the Honda Civic of answers or, you know, the Pontiac or whatever, but it's an answer. So, when Lee magnets aren't, you know, very specific, or they're not engaging the state of the industry that we're in now. And here's here's kind of a startling fact is that studies show that about 80% of traditional lead magnets, like the downloadable PDFs, and so on, are never opened again, after their first download. Shocking, right? That means that all that effort and you know, blood, sweat and tears that you put into that PDF, or that ebook, or whatever it is, it gets downloaded, and you think that you have a qualified customer, but if they're not actually looking at it, and it goes into that anyone else have this that that file folder on your computer that's like, oh, my gosh, I want to get back to this. I'll read this later. And you never go back to it. And when you do go back to it, you have a whole bunch of really, you know, oddly named files that you have absolutely no idea what's in them. And you get to a point after a couple of years, where you just delete the file, because you need the storage space on your computer, right? I don't know, maybe it's just me. But that's, that happens to me all the time. So if people aren't actually reading or consuming your lead magnet, if it's not something that can be delivered in real time, and that they can get answers right away, then you're not actually building your email list or building your community with ideal clients necessarily, because they actually haven't read anything. So you actually don't know how qualified your your leads are, when you're using a, you know, traditional lead magnet. So this is where quizzes can make a grand entrance. And unlike static downloads, a well crafted quiz. It's not just consumed, it's actually an interaction, right? It's a conversation, it's Choose Your Own Adventure, almost. It's an experience. It's not just content. And that means higher engagement. It means better recall. And most importantly, it means a stronger connection with those potential ideal clients. Right? So how do you get your quiz that stands out? So let's just explore that. Quizzes do have unique charm, they interact with your audience in a way that static content can't. And a well crafted quiz can be a journey of discovery for your potential clients. Really, what you want to do with a well crafted quiz is you want to take them from that 3am question that you know the thing that's keeping them up at night that you're trying to help them solve, or at least solve in part, and take them through a little bit of a journey or a story that allows them to come on the story with you, where you're asking a few questions of them. They're answering those questions thinking of now okay, you know, she's asked this, so I'm going to answer this. And then the next question is this. So I'm going to answer this, and it starts that journey, or those, you know, five date questions, if it's a lead generation quiz, starts to inform your ideal client a little bit more about what they need to think about when they're thinking about their 3am question because of the questions that you're asking them. And that way, when they get to the end, and you give them a personalized and customized, you know, report and or solution, it's really subtly showcasing your expertise. So you're able to build that know, like and trust with this kind of a journey or a story that you've crafted for your ideal clients to go through so that they can learn a little bit more about what's going on in the world, and how they can help themselves almost, right. So that's what you really want to do. And, you know, it's just, it just helps with all of your engagement and, and it makes sure that you're actually attracting your ideal clients, because here's the deal, you know, people that aren't understanding the story or don't want to go through a 62nd quiz or whatever, they're probably not your ideal clients. So if they drop off your quiz, that's brilliant, right? That means that you're not going into the file of never read again, and getting deleted two years later, right? You're actually you know, you're kind of vetting people ahead of time. And that's what you really want. Because at the end of the day, you want your calendar full of people that are ready to you know, talk to you about changing their lives, or making those transformations or, you know, getting your, your help with with the, you know, the thing that's keeping them up at night, as opposed to people that are looking for freebies, or you know, they're the tire kickers or, you know, hey, I just want to pick your brain.

Because those people, I mean, God bless them, but they're not your people. Right? So it's important to attract the best and really release the rest. So let's talk about you know, making your quiz And it really does start with understanding your audience, right? What are their challenges? What are their interests, and use this knowledge to create, you know, the questions that you're going to use to take them through the story that are both insightful and engaging. So, you know, this is not a, you know, a weekend or like, this is not like, I'm gonna sit down for a couple hours, or for one hour and, you know, crank out a quiz, you know, this requires some insight. And, you know, for you to sit down, put the energy into really understanding your ideal client, which, honestly, you do that you know that that step, which a lot of people tend to skip, you're going to be better off with all of your marketing, because your messaging is going to be that much tighter, and that much more targeted. So you know, everything is going to actually convert better if you take that time to really kind of understand the three in question and those steps that you can help your clients take to get to the solution that you're offering, right? Because each question should lead them closer to realizing why they need your service or product. So that's the brilliance behind the quiz. And now, like, you know, to make your quiz irresistible, it needs to be more than just a list of questions, it really should tell a story, it should tell your story. And it you know, and how it intersects with the journey of your potential clients. So, you know, have some fun with this, I often tell people that, you know, this is your chance to, you know, include compelling visuals, make sure that the tone resonates with your brand. Make sure you're you know, putting in your personality into the quiz so that when people get to your, you know, your phone call or your webinar or your masterclass, they're not like, Oh, I was expecting this person kind of person based on the quiz, and I'm getting this. And it's not like a weird bait and switch, because that's not what you want. But like, you know, have some fun, because this is your chance, as I say to be JK Rowling, right? JK Rowling, the author of the Harry Potter series, created a whole universe really, around, you know, wizards and witches, and, you know, she made up a whole sports, you know, analogy with Quidditch, and she's got the houses with, you know, personality profiles being Griffin door are outgoing and you know, Slitherine are kind of on the slick side, and Ravenclaw and Hufflepuff, and whatever. But she created this universe, she created this, these characters, and this, this place where people can say, Oh, I'm Griffin door, or I'm Hufflepuff. That's what you want to do with your quiz, right? You want people to kind of go through, oh, I'm having this problem. And you know, a way to get through, and, you know, here's a couple of, you know, things that are going on, and how, you know, helped me understand the problem a little bit better. And then, you know, at the, at the end, kind of say, hey, you know, what your, you know, what you're really struggling with is perfectionism, or it's building a team or its mindset, and here's a couple of things to help you out. If you want to learn more, take the next step. So, you know, you're kind of the sorting hat. And, and you can be, you can have that much fun with this, if that's your brand voice, if that if that's what you want to do, if you're very straightforward and very buttoned down, and so on, which, which is great. Don't try to be cheeky, and, you know, out of character, because it's just, it's going to it's going to resonate badly on the back end, when people actually talk to you. So, you know, this is all about a conversation and having some fun with your ideal client and engaging with them. It's not just about collecting a bunch of data, right? That's a survey, right? Surveys are boring surveys have nothing in it. For the for the client surveys are just a way to collect the information that the business needs. We're talking about quizzes here, we're talking about, you know, something, that they're gonna walk away knowing something about themselves that they didn't know, 60 seconds ago, and have some solutions for themselves, and they're gonna walk away, knowing you a little bit better, right, and your brand and your, you know, what you're offering. And that engagement is crucial, right? So, you know, use your conversational tone and your quizzes and remember, it's not just in our results page, in the end, it's an opportunity for you to tailor solutions and products based on their answers. It's a way for you to connect to them one on one without actually getting into one on one conversations with everyone because that's where entrepreneurs tend to lose a lot of time is you try to Connect one on one like, actually, you know, in your calendar with, you know, a ton of people. And unfortunately, not everyone is your ideal client and they shouldn't be, you want to be connecting with like one on one with Congress like real time conversations, you know, with your ideal clients, those people that are ready to go and you know, ready to learn more about what you're offering. So it's less about just getting them to the results page and leaving it there. You know, a quiz is a really great way to capture you know, people's emails, and that is, you know, it's a fantastic List Builder. But it's so much more than that, or it can be right. So let's, let's dive into, you know, what truly sets quizzes apart from other lead magnets. And we talked about it just just a minute ago. And it's really about that superpower of customization and personalization. Because a great quiz doesn't just ask questions, it adapts to the respondent. Right? So when you get to the end of the quiz, the respondent should say, or the, you know, Respondent being the ideal client, I'm sorry, slipped back into my corporate tone there. But your quiz should take your ideal client to an end space that's like, oh, yeah, of course, I'm a griffin door, are of course, I'm a Hufflepuff. That makes so much sense based on the questions that you asked me. And yes, I want to learn more from you. Because obviously, you know, your stuff, because you've been able to read my mind, and, and be able to, you know, put me in the right house. So, this takes a little of upfront work on your end on the entrepreneurs end, because it means crafting your quizzes. So the results are customized, based on the answers given this does not have to be a massive algorithm, it does not have to be overly complicated, I see a lot of quizzes now that have a scoring system that would make you know, Google jealous, you don't have to be that complicated. So you know, keep it simple, is something that I always tell people, but you know, you can get creative, and you can get, you know, to a space where you're tailoring responses, so that it is at least perceived personalization, it's not fully one on one customization, not not in the kind of quizzes that you know, that you see now, they tend to have, you know, three to five kind of buckets, like the houses in Harry Potter for houses, because you know, you're not going to get to a one on one personalization. That's, that's not the point, that's going a little a little further than you need to for at least a lead generation quiz, where you do probably want to get a little bit more one on one and a little bit more in depth is when the person is already in your community already in your courses, and so on. And then you can do an intake form. Or you can do an application form for something like a mastermind or something high ticket. So you know, there's, you know, it's, it's not that you you can't do it, it's just when does it make sense? To be asking your ideal clients for that much information, and you know, at the top of the funnel, or when you're first starting the conversation with somebody, like you never you never meet somebody at a, you know, at a party or something and immediately go in with, Okay, so what's your you know, what's your income?

You know, what you're like, are you married? How many kids do you have? What do you want to be doing for the next five years? What are your challenges? Like you don't you don't start a conversation like that. Right? You start with something like, Hey, what's your name? Like? Where are you from, you know, like, what brought you hear, you know, easier conversations to start with at least, you get you go deeper once you know the person a little bit better. So when you are able to have these conversations, within a quiz, your, your ideal client feels like you're actually listening, and you're responding to their needs and interests. what it's all about is that this level of personalization, it enhances the user experience. But it also builds a deeper connection with your audience, and it makes your lead magnet incredibly effective. Basically, what you're able to do is really meet your clients where they're at, in a at least a perceived personalization way, where they're getting one of four answers or so on, and that's fine. You know, completely fine. What I don't love, I don't love when people say that it's going to be a quiz and then every single person gets the exact same answer and it all goes to, you know, hey, you know, you're needing a business coach. So come to my webinar. That's not you know, enough of a customization that's not building anything into the response or the results that they have just given you. And that's going to feel like a bait and switch that's going to feel kind of salesy and kind of achy. So I was Same not do that. The other thing I wanted to just touch on is that, and I said this a little bit earlier is that your quiz is really a goldmine of data. And this is where a lot of people use their quizzes as a glorified, you know, lead capture or an email capture. And that's fine. That's great. It's a fantastic way to build your email list. However, if you put the thought into creating a quiz, that is a story and where every question matters to understanding your or having your ideal client understand their journey, it's also helping you understand their journey, if you analyze the responses to understand your audience better, and this data can inform not just your marketing strategies, but also your product development, and even your customer service approaches. So don't forget the back end of the quiz, because that's something that no other lead magnet is going to be able to give you is an insight, a window into the journey that your clients are taking into the struggles that they're having. And, you know, putting all the effort and all the you know, upfront thought into that what that journey and what that, you know, roadmap looks like through, you know, a series of questions, make sure that you're going back and looking at those because there's some valuable information in there that you can, you know, maybe tweak your messaging on, I just went through my quiz. And I realized that I thought that, you know, people talking about the 3am question, or learning what their ideal clients are saying about their 3am question would be a really big deal for people that that's what they, you know, would need more clarity on. That's what they would need more help on. And what I'm learning is that that's not it at all. In fact, it's, it's one of the lower, you know, data points in the quiz. And the higher one is really building authority. So while I'm out there talking all about the 3am question and understanding what your ideal client is, you know, talking about with that, you know, when they articulate that 3am question, what my clients are telling me, is that, okay, yeah, that's great. But really, what I really want to know is how to build my authority, right, and how to use quizzes to build my authority. So now, I am going to take that on board and start talking more about, you know, how quizzes, build your authority, and, you know, you become the, the subject matter expert, because of the questions that you use. So, like, just even from that, you know, that kind of messaging, you know, will, you know, potentially, really make my, you know, my advertising my marketing messaging, hit home a little bit more with my ideal clients. So, you know, all that to say, just don't don't forget about the data. Right. And, and I know that not all of us are analytical, it doesn't take much to be able to look at a pie chart, and you kind of go, wow, that's 40% I thought it would be 25% Holy crap. Alright. So that's the bonus, that's the cherry on top of, you know, making a quiz, when your lead magnets or your, you know, the lead magnet. So, now it's your turn to create a quiz that transforms your lead generation. So, if you head over to quiz for my biz.com, that's quiz for my biz.com, you can learn what's stopping you from attracting more ideal clients. Now, this is not just my lead magnet, but it's also an example of a working quiz that's attracting my ideal clients. So that we can develop a relationship and help you design your own lead generating quiz, or any of a multitude of other quizzes slash assessments, slash you know, application forms. So creating an irresistible quiz based lead magnet in this case, is the it's basically the perfect combination of art and science and with the right approach, you can attract high quality leads who are excited to engage with your brand. And remember, it's really about creating value and connection. It's not about getting slipped into that folder of will read later and really never get to. Thanks for tuning in today. And let's keep these conversations going. Until next time, stay curious to stay connected.