Oct 09

Tips to Create a High-Converting Lead Magnet to Attract Clients


Would you like to generate more leads online? The key to generating a new lead online is to create a valuable lead magnet that will attract your ideal clients.

And be sure to create a Lead Magnet that converts, meaning that a higher percentage of people that visit your Lead Capture Page opt in to your email list in order to receive your free offer.

So, what is a good lead magnet and how do you create one? Start with a problem your ideal clients have. You need to pick a tough topic, something that people struggle with.

For example, in the online world, people struggle with building their email list. They want to have a big list of people who want to hear from them.

Once you identify a problem, then you can begin working on your high-converting Lead Magnet.

There are generally two approaches you can take when creating a Lead Magnet. One is to focus on the problem and the other is to focus on the solution.

Problem-Oriented Lead Magnet

A problem-oriented Lead Magnet or free offer will help to clarify what your prospect is experiencing. It can help them understand the pain they are experiencing.

A problem-oriented Lead Magnet does not have to provide a solution, just the promise of a solution. In fact, a good Lead Magnet will lead the prospect to the next step, whatever that is.

And by the way, it’s important to understand what the next step is. Do you want them to schedule an appointment with you, attend a webinar, download an audio program, watch a video or buy a product?

You need to determine how best to capitalize on the opportunity. And the process does not stop once a prospect acquires your Lead Magnet. You should continue to follow up with a customized message, ideally through an autoresponder series.

Solution-Oriented Lead Magnet

The second approach is to focus on the solution. It’s okay to offer people a solution. You can explain what they need to do to solve their problem. In many cases, they won’t be willing or able to implement the solution themselves. By clearly explaining what they need to do, you will automatically position yourself as the ideal party implement the solution and solve their problem.

A common question I am asked is how long should a Lead Magnet be? It depends on your audience and your industry. You don’t want it to be too long because it will create resistance to taking the next step. In general, the shorter the better. You should be able to consume the content in less than an hour, whether it be written, audio or video content. It should be at least 15 minutes in length for an audio or video and a comparable length in written format.

When creating a Lead Magnet, think about how you are going to offer it.

You Can Offer a Lead Magnet through a:

  • Lead Capture Page (or squeeze page)
  • Blog
  • Email
  • Webinar
  • Phone call
  • JV Partner
  • Etc.

When creating a free offer, be sure to consider whether you will require an opt in. There are numerous benefits for lead generation by requiring an opt in. You can also just put a Lead Magnet on your website for anyone to find and download.

If you can get someone to simply download a free offer to their computer, you then own a space in their mind. They will think about you in the future and may come across your resource as they search their computer.

This is also a great approach when communicating with existing clients and prospects. You already have their email address. You can just offer them a free value-added resource to build trust and rapport and lead them to a next step in working with you.

I used to say it takes 7 points of contact before people remember who you are and what you do. But in today’s complex social media age, it takes more like 28 touches before you achieve the same effect.

So, you need to invest more time and energy into developing free content for your prospects and clients to acquire and consume.

Here are 7 Critical Benefits to Creating a Lead Magnet:

  • Create goodwill
  • Educates potential clients
  • Offers referral opportunities
  • Leads them to a next step
  • Creates desire for your products and services
  • Builds trust and rapport
  • Plants a seed for future sales opportunities

Are you a creative person? If so, then just go ahead and create a free offer. Put it out there. Allow people to benefit from the information.

If you can write a blog post, you can create a Lead Magnet. It’s mostly the same thing, just a little different format. And potentially with a different intent.

A good Lead Magnet has the potential to get people excited and anticipate it being released. You should consider how you market your new Lead Magnet to your existing list. This will also enhance sharing and referral opportunities.

A good evergreen Lead Magnet is worth its weight in gold. “Evergreen” simply means it will have value today, a year from now and possibly ten years from now. It’s not time sensitive. It doesn’t expire.

I want to challenge you now to create a new Lead Magnet in the next 30 days. By the way, remember that you can repurpose content for your freebie. There is really no reason you shouldn’t be able to accomplish this except for a lack of willpower or resolve to grow your business.

Think about it and get it done!

Have an idea for a Lead Magnet? Share it below!

Rick Cooper
Online Marketing and Social Media Trainer

Sep 27

How to Overcome your LinkedIn Phobia


Are you afraid of LinkedIn?

Why is it that people are much more comfortable spending time on Facebook rather than LinkedIn when they would actually get better results from using LinkedIn?

There are 6 Common Reasons People have a LinkedIn Phobia:

1. They don’t have an impressive LinkedIn profile

LinkedIn more so than Facebook allows people to compare you against your competition. And for many people this is not in their favor.

If you have LinkedIn Profile Envy when you visit a competitor’s profile, then do something about it. Step up your game and update your profile.

2. They don’t know what to post

LinkedIn, just like Facebook offers you an opportunity to post updates. You should be posting at least once per day on LinkedIn. I post 5-6 updates on LinkedIn 7 days a week.

3. They don’t have many LinkedIn endorsements

LinkedIn offers an easy way for people to endorse you based on your skills. This is a bit like a popularity contest. If people visit your LinkedIn profile and see you don’t have many endorsements, they will question your credibility.

4. They don’t have many LinkedIn recommendations

Testimonials are a powerful form of social proof. When someone reads a testimonial about you, it establishes credibility and builds trust and rapport.

LinkedIn offers a way for people to give you testimonials. It is called recommendations. In fact, there is an easy way for you to request recommendations.

5. They don’t know who to contact on LinkedIn

One of the reasons people don’t get results on LinkedIn is that they have no plan to contact people.

LinkedIn, like any social media site, works best when you reach out one-on-one and make contact with people. You need a strategy to contact people and schedule appointments to talk to them.

6. They don’t know what to say

Even if they identify someone to contact, they don’t know what to say.

And if you don’t know what to say, you aren’t going to make contact.

So what’s a person to do?

I would recommend just getting on LinkedIn with a goal of contacting 3 people per day.

Then, work through the list above to make improvements.

Rick Cooper
Online Marketing and Social Media Trainer

Sep 18

5 Ways to Make your Campaign Emails More Compelling


Email marketing is an effective strategy for adding value.

You can send a solo email. Or you can schedule a whole email marketing campaign.

Email campaigns allow you to systematically build trust and rapport and share details of an offer or opportunity over time.

Here are 5 strategies to create effective campaign emails:

1. Create an interesting subject line

All of your hard work will be wasted if people do not open your email message.

There are many ways to influence someone to open your email and one of the best ways is to simply write a great subject line.

It may take you awhile to develop the skill set for writing subject lines.

How good are you at writing interesting subject lines?

2. Ask a question at the beginning of the email

You have to grab the attention of your audience at the beginning of your email if you expect them to read through to the end.

A great way to do this is by asking a question.

Your question should get them thinking.

One approach is to ask a question to which the answer, “yes.” For example, “Would you like to be more healthy?”

This will help to identify a pain point or an opportunity. It plants the seed to get them thinking about how they would like to change.

For example, “Would you like to make more money?”

Your audience will think to themselves, “Yes, I want more money. I wonder how I can do that.”

This is a subtle form of influence and it is one of the factors for persuasive marketing.

3. Tell a story in the message

Stories have a powerful effect on people.

I can remember when I first started my business back in 2003. I realized how powerful email marketing was. I also realized it might take me years until the strategy paid off. But I knew once it did pay off, it would have a lasting and sustainable impact.

See what I did there? I told a story to illustrate a point.

You need to use stories in your email marketing.

4. Create curiosity to lead toward your call to action

There is no guarantee people will read your whole email. So, you need to stack the odds in your favor. You can do that by creating curiosity.

Curiosity is a powerful force. It causes people to stop in their tracks and try to solve the puzzle you have presented.

I heard a TED Talk one time from JJ Abrams, producer of the TV Series LOST, and many great films. He utilizes mystery in his shows as a way to draw people into the plot. He creates curiosity.

JJ talked about a product he bought as a child called the Magic Mystery Box. What’s interesting is that he never opened the box. He said it represented possibility and infinite potential.

And he used it as a metaphor for the approach he takes on shows like LOST. And what the audience often learns is that when you finally do open the Mystery Box, another mystery is revealed. It’s an incredible method for keeping an audience entertained and engaged.

LOST built a huge cult audience devoting time and energy at unraveling the mysteries contained in the show.

So, how can you apply the concept to your emails? Simple. Include a little bit of mystery.

You don’t have to lay out all of the details for people. You can reveal information over time. Create curiosity. Keep people coming back.

Rely on digital assets like blog posts and videos to reveal information about what you are sharing.

5. Add a PS to share additional details

The final step in creating a great marketing email is to add a PS blurb.

Do you have to add a PS to every email? No.

Pick and choose which emails to enhance with a PS. It can be a good tool to use in recapping an offer and sharing a final call to action.

Your PS statement can also share an alternate offer or a By the Way message.

Experiment with the PS.

What you need to know is people often skim through an email and then read the PS. So, keep that in mind.

In the end, email marketing is a process of building relationships through adding value, building trust and rapport and leading people to a next step in working with you.

What’s next for you? How do you plan to use email marketing over the next 90 days. Please comment below.

Rick Cooper
Online Marketing and Social Media Trainer

Aug 29

Creative Marketing TV Features Rick Cooper on Livestreaming Strategies

Livestreaming video is a great strategy to attract potential clients and build trust and rapport.

I recently had the opportunity to participate in a panel discussion on Creative Marketing TV. I joined 4 other experts including Anna Scheller, Joan Kent, Tim Maudlin and Andrew Poletto. We each shared our experiences in livestreaming video online.

Creative Marketing TV is hosted by my friend and colleague Susan Joy Schleef.

Watch the video now…

Click here to learn more about Video Marketing

Rick Cooper
Online Marketing and Social Media Trainer

Aug 21

Information Product Secrets: Tips to Brainstorm Titles


What is in a name?

One of the challenges that often holds coaches and speakers back from creating information products is selecting a title for their product.

You see, many people face indecision when selecting a title.

Oftentimes, they cannot even start on a product until they feel they have a great title.

I think that’s a mistake. Here’s my advice. Start by selecting a working title. Pick something that will work for right now. Then, get started on the product. That way, you will make progress.

A title will often emerge as part of the Product Creation process.

Let me share some ideas with you to create a great title.

There are several different approaches. You can select a title that explains exactly what you are offering. Or, you can pick something that is a little more ambiguous.

Also think about the possibility of branding your title and using it to create other products.

Jay Conrad Levinson created a very successful brand around the topic of Guerrilla Marketing. He started with a book and then built an empire around that one topic.

You can choose short titles or long titles. Short titles are often more memorable but you have to assign and communicate the value proposition so that people understand what it means.

Here are 4 Tips to Create an Amazing Product Title:

1. Use a number in the title

Think of the 7 Habits of Highly Effective People, the bestselling book by Stephen Covey.

People like to know that there are a specific number of ideas they need to learn.

Try experimenting with a title using a number. At least, it will give you a different perspective. You can always use a number in the sub-title.

2. Pick memorable keywords

The title of your Information Product should be unique. It should easy to remember. And it should utilize keywords that people who would benefit from your product might search on.

Some of the best titles are often short. Gary Vaynerchuk wrote the best-seller Crush It!: Why NOW Is the Time to Cash In on Your Passion. Notice the title is only two words “Crush It” but the sub-title is longer and more descriptive. Plus, the title is also a subtle reference to his Wine Library TV site where he shared videos published on YouTube. He managed his parents wine distribution business for many years. Of course, crushing grapes is the beginning step in making wine. And the harvest season is often called Crush.

3. Add a sub-title

Books often have sub-titles. This is especially helpful when the title itself is short.

If you choose a title that is ambiguous, a sub-title can help to explain the value proposition.

That takes a little pressure off your title by allowing yourself to create a sub-title to explain your title.

4. Include a benefit in the title

One of the all-time favorite business books is Think and Grow Rich. The benefit in the title is to grow rich. The book appeals to those who want to make more money and build wealth. That’s a pretty big market.

It’s a short title and really says it all. It’s clear this is a book about Mindset and Money.

I would encourage you to create a Swipe File for book titles. Those are the easiest to find. This can help as you begin to consider and contemplate creation of your next Information Product.

Don’t worry too much about selecting the perfect title. That will only hold you back from making progress. Don’t get bogged down early in the process.

Come up with a few titles. Picking a working title and move forward.

Have an idea for an Information Product? Email me now with your idea.

Rick Cooper
Online Marketing and Social Media Trainer

Apr 26

How to Create Engagement on Facebook Using Questions


There is a value in creating engagement with members of your social network.

Why is it important to create engagement? It’s just like meeting people in person. You will learn a lot more if you talk instead of just staring at each other.

There is an art in having conversations offline. And there is an art in having conversations online.

You can have conversations in Facebook Groups, on Facebook Pages and on your personal Facebook Wall.

My personal favorite way to have conversations is on my wall. I have an intention of creating conversations.

One of the best ways to stimulate conversations is through the use of questions.

Here are 4 Types of Questions you can Ask on Facebook:

1. Yes/No Questions

When asking questions, think about your audience and what they will respond to. You will learn by experimenting.

And remember that you need to train your audience to respond to you.

Yes/no questions are easy to ask.

Tweet: One of the best ways to stimulate online conversations is through the use of questions. https://ctt.ec/2HwoG+ via @RickCooper

Examples:

Do you like chocolate ice cream?

Do you have a website?

2. Either/Or Questions

One of the keys to asking a good question is to make it quick and easy for people to respond.

Another great technique is the either/or question.

Examples:

Chocolate or Vanilla?

Apple or Orange?

East Coast or West Coast?

Mac or PC?

3. Would You Rather Questions

Questions can be fun to answer. Some of your questions may fall flat and get no response. Other questions may spark a vigorous debate.

In general, discussion is good except where people begin to bicker and attack each other. You are responsible for making sure people play nice on your page.

“Would you Rather” questions can start some great conversations.

Examples:

Would you rather skydive or fly on a hot air balloon?

Would you rather be 3 inches taller or 3 years younger?

4. Open ended questions

It’s okay to ask questions from time to time that require a little more thought. You can craft questions that really get people thinking.

Open-ended questions give you a lot of flexibility.

You can ask questions that speak to people’s preferences or you can ask questions that are hypothetical and abstract.

Examples:

What is your favorite vacation spot?

Would you like to live in a world where there were no nuclear weapons?

Ask Away

These are just a few examples of the types of questions you can ask.

The biggest challenge In asking questions is simply coming up with questions to ask.

So, what do you say? Are you willing to give it a shot?

PLEASE COMMENT BELOW:

Come up with a question and post it below!

Rick Cooper
Online Marketing and Social Media Trainer

Apr 19

Speaker Marketing Tips: Developing a Bundle


So, you are a public speaker. What do you have to offer potential clients?

As a speaker, you have an amazing array of options.

All you have to do is utilize your creativity. Are you a creative person?

Simply tap into your creativity and create something you can monetize.

Let me share a little secret with you. If you want to make more money as a public speaker, then you need to create bundled products.

What is a bundle? A bundle is simply a package of components.

What is a component? A component is an individual information product.

Let’s look at some examples of information products:

  • Audio program
  • Ebook
  • Checklist
  • Online video series
  • Articles
  • Templates
  • Special Report
  • Audio interview

By the way, you can also include services in your product bundle including coaching sessions and done for you services.

The key to a successful bundle is having a package of components that are aligned together to deliver value for your audience.

A bundle should also have a compelling title. Your audience should have a desire to own your product and like to call it by title. The title should ideally be short and catchy.

Another important aspect of a bundle is developing a brand. A brand has to do with the look and feel of your product. Your product needs a brand that is memorable and desirable.

Here are 5 Challenges to Creating a Bundle:

1. Can’t come up with an overall theme for your product bundle

You need a big idea for a bundle. It needs to be something that meets both a want and need of your prospective clients.

There needs to be some sex appeal for your topic. It needs to capture their attention and create desire.

2. Cannot select the right components for a compelling bundle offer

There may seem to be an endless array of products and services that could be included in a bundle. This endless series of components often shuts down the process. The question becomes how to move past this overwhelm and confusion.

3. Don’t know how to price the bundle

Pricing is always a sticking point. Trying to price your product so it is competitive but also feels like a value for your audience is important. This also factors in to your choice of products to include.

4. Don’t know how to market the bundled offer

Even if you get the bundle created, you still have the marketing and sales of your product to consider. This often leads people into a state of overwhelm.

How do you proceed so you inform your audience of your bundled offer and actually generate sales?

5. Feeling stuck and not able to make progress

Everywhere in this process are potential pitfalls and obstacles to overcome to actually reach completion.

There are many speakers who attempt to create bundled product offers. And there are very few who actually make it all the way through the process and actually earn sales.

The reward is worth the effort if you can reach the point of monetizing your product. It is a learning process and one that is worth it.

By the way, bundled products create leverage in many ways for you. For example, you can always bonus or comp someone with a bundled product as an incentive for a high-end program.

Please Comment Below:

Are you thinking about creating a bundled product? If so, what topic? Please share below.

Rick Cooper
Online Marketing and Social Media Trainer

Apr 12

Strategies to Create Buzz Online: Teasers


How do you get people talking online about your product, service or program?

As a small business owner, you need to leverage every resource you have available to create buzz online.

First, consider that you should not try to create buzz too often. You can wear out your audience with constant hype. It is best to build buzz during a marketing cycle and then let things return to normal.

This is especially true on social media sites. People tire of constant hype and will “unlike” your business page or unfriend you on Facebook. Or they will unfollow you on Twitter.

Teasers Encourage Curiosity

A teaser often works best at the beginning of a marketing campaign as a way to signal something cool is coming.

It may stimulate interest with people asking what you are going to share. You are building anticipation.

The movie industry does this well. When they are first announcing a movie, they will often release short trailers that serve as teasers. They will often reveal some mysterious details without context. It can cause a stir in fan communities as people try to interpret what they just saw. Star Wars does this really well.

Methods to Release Teasers

You can do this on a website through the use of banner ads which build interest and anticipation.

You can accomplish this through email by announcing something that is coming soon.

You can also follow the concept of a movie trailer and release a video.

Build Anticipation with a Teaser

The traditional Product Launch Model relies heavily on the use of video to build interest and anticipation for the launch.

A teaser should focus on the needs of audience. What problem are they trying to solve. You can call attention to this need in your marketing without revealing the product you are offering.

In a future post, I will share some examples of ways to create teasers. So, check back soon for details.

Rick Cooper
Online Marketing and Social Media Trainer

Apr 05

Tips to Leverage Marketing Swipe Files


When it comes to creating marketing copy, you don’t have to start from scratch.

You can find inspiration from your own past marketing efforts.

And you can borrow ideas from others.

The most common method is by creating a swipe file.

Let me give you a simple example. Have you ever been to a trade show, gotten a bag and then filled it with marketing collateral such as flyers, postcards and forms?

Well, that is a good start for a swipe file. You can take all of the postcards you picked up and put them in a manila folder. That is a swipe file.

How to Use a Swipe File

Let’s say you want to create a postcard. Pull out your swipe file. Take out all of the postcards you have collected over the years and lay them out. Then, look at the designs and look at the copy. Pick a few you like and put the rest away. Now, with the remaining postcards in front of you, take a blank sheet of paper and start sketching out a design for your postcard.

Remember to design both the front and back of the postcard.

Instead of starting with a blank page, you can draw inspiration from the designs of others.

This is a great technique to get a marketing project started.

Let Swipe Files Inspire You

A good marketing project is an iterative effort. In other words, it may take a few revisions before you get exactly what you want. If you are working with a graphic designer, be sure to share your design as well as the swipe examples for inspiration. Tell them what you like about each.

Once you have the first design done, you can make more edits.

You can create swipe files for:

  • Website designs
  • Email copy
  • Flyers
  • Direct mail sales letters
  • Postcards
  • Ezines
  • Doorhangers
  • Forms
  • Articles
  • Magalog
  • Newspaper ads
  • Magazine ads
  • Website banner ads
  • Facebook ads
  • LinkedIn ads
  • Twitter ads
  • Google Adwords
  • Lead Capture Pages
  • Online Sales Pages
  • Opt in forms
  • Etc.

Remember to save samples of your own work. That can be added to your swipe file too.

You can create swipe files by:

  • Adding physical samples
  • Printing hardcopy
  • Saving files to pdf
  • Copy and paste text into a notepad file

Tips to Use Swipe Files

A swipe file can take on many forms depending on what you are using.

You might be interested in the design or the copy (words).

You can also save links to web pages to use for swipe copy. Just be aware that the web page might disappear one day. That’s why I prefer to save to pdf. You will likely lose some of the formatting but at least you will have the web copy.

Now keep in mind I am not suggesting that you plagiarize someone else’s copy.

I am suggesting that you analyze the format and design to inspire your own work.

I am suggesting that you look at the length of the copy, keywords and structure of the words for inspiration.

Swipe files give you a jumping off point.

Getting Started with Swipe Files

What kind of swipe files should you create? It depends on what projects you plan to work over the next few months or next few years.

Just get started in collecting samples both online and offline.

Then, whenever you start a new marketing project, pull out your swipe file and get started.

What is the next marketing project you plan to work on?

Why not take 15 minutes to start a swipe file now?

Please comment below to let me know what kind of swipe file you want to create.

Rick Cooper
Online Marketing and Social Media Trainer

Mar 24

The Magic of Email Marketing and Why You Need to Build Your Email List


I am still surprised at how few small business owners take advantage of the power of Email Marketing.

What’s more powerful than having ongoing access to prospective clients so you can add value, build trust and rapport and lead them to a next step in working with you?

Email Marketing is an extremely cost effective solution for small business owners trying to grow their business online.

Sophisticated Email Marketing tools give you a high degree of automation that can create and support sustainable Online Marketing systems to generate leads and earn sales.

The only question is when are you going to get started.

Still on the fence?

Here are 3 Reasons to Build your Email List:

1. It takes time to build relationships

One of the mistakes that small business owners make is expecting to be able to earn a sale too quickly.

Sure, you will have some instances where people learn about what you do and then say, “I need that.” However, the other 99% of the time, that doesn’t work.

You need a simple, cost-effective way to stay in touch with people over time.

Email marketing allows you to implement a drip marketing strategy where you add value over time.

And that also gives you a chance to build relationships.

Remember that people do business with people they know, like and trust.

How can you expect to just pick up the phone and call a person a few times a year and try to sell them over the phone. You haven’t done anything to earn the right to ask for a sale.

And that assumes you have the guts to actually pick up the phone and follow up with people. Many don’t!

2. Creates referral opportunities

One reason people often overlook for building an email list is that it creates referral opportunities.

People love to share. When they find someone who adds value or a great company, they are happy to share them with friends.

You need to create opportunities for other people to share you.

This is a powerful strategy.

What is holding you back from accomplishing this?

How many referrals would you like to receive each week?

What actions are you taking to create spontaneous referrals?

Think about it!

3. People need to see multiple offers

Another reason why you need to keep reaching out to people is that you are faced with a conundrum.

If you have a mix of products and services, let’s say, 10 products for the sake of simplicity, then you will have trouble introducing your products without overwhelming people.

Remember that the confused mind doesn’t buy. If you talk to someone and say, ‘I have these 10 products, which one do you want?” They won’t know what to select. They’ll say something like, “Let me think about it.” Or, “I don’t need any right now.” The decision is too complicated. You wasted your opportunity.

A better approach is to let people know about each product, one at a time, over time. Allow them to think about it, process it and make a decision one by one.

Part of the process of marketing is to create desire for your products and services. If you overwhelm them, they won’t have an opportunity.

Email Marketing Builds Relationships and Creates Sales Opportunities

The fact of the matter is that Email Marketing is still one of the most effective ways of consistently communicating with prospective clients.

It allows you to create a personal connection with people and communicate your value proposition.

Email Marketing has the potential to create a two way dialogue with prospects.

You can leverage email to quickly get the word out about an upcoming event, product launch or announcement.

Email Marketing can have a magical effect in being able to systemically develop new relationships, educate prospects about your products and services, generate new referrals and lead people to buy from you.

What is your plan to leverage Email Marketing?

Get started on it now.

Rick Cooper
Online Marketing and Social Media Trainer