Your lead magnet is supposed to be an irresistible bribe to get visitors to give you their email address. If you’re like most people, your main lead magnet is an ultimate guide. If your ultimate guide isn’t generating the amount of leads you expected, you’re either not marketing it correctly or it’s not irresistible.
Here’s how to fix that:
1. You’re misinterpreting what an ultimate guide is
Everyone has a different definition for what “ultimate” means. However, the way your visitors define ultimate is the only definition that matters. Don’t advertise something as ultimate if it’s going to disappoint them.
The Merriam-Webster dictionary defines ultimate as, “the best or most extreme of its kind.” Something ultimate is the last stop on the route; there can be nothing further.
For your visitors to view your guide as ultimate, it needs to be the last stop that satisfies their search for information. They need to know there’s nothing better out there. If you can’t create a truly ultimate guide, don’t use the word ultimate in the title.
An ultimate guide gives visitors everything you possibly can and more. It eliminates their need to look elsewhere. For example, this is what a truly ultimate guide looks like, describing 121 things to do in Rome. Who needs to click on other search results when this pops up? Chances are, all other guides will just be shorter versions of this one.
Don’t misunderstand what ultimate means. Ultimate doesn’t refer to length, or even your presentation and layout. Ultimate simply means it’s the final stop on a visitor’s quest for information.
2. You haven’t downloaded other guides in your niche
Do you know what guides are being offered by other websites in your niche? If not, you should. How can you craft an ultimate guide unless you know you haven’t left anything out?
Download as many guides from your niche as possible. Without violating copyright law, use those guides as a template. Once you’ve outlined everything you possibly can, do further research to see what else you can add. You need to go at least one step beyond others in your niche.
3. Your mentors are Warrior Forum members
With so much fraud happening on the Warrior Forum, it’s hard to say whether legitimate internet marketers ever post there. However, it’s safe to say that anyone with true expertise probably wouldn’t spend their time posting on a discussion forum.
If you’re taking advice from WF members to create your lead magnets, be cautious. Not everyone on the forum is legitimate.
4. You’ve never seen an actual ultimate guide
You want to create an ultimate guide, but have you actually seen one? If not, here’s one to digest titled The Complete Guide To Creating And Delivering Lead Magnets (That Will Actually Grow Your Email List). Not only is this guide truly ultimate, but it will also help you create the content for your lead magnet.
While you’re reading this guide, take note of the following:
The guide explains why it exists and what problem it solves
It defines the need to know exactly what your lead magnet is supposed to do (something most people forget about)
It points out the need for specificity in what you’re offering
It suggests finding out what problems your visitors are facing because your lead magnet should solve one of those problems
When you get to part 3 of the guide titled “10 great lead magnet ideas with examples” pay close attention. Your lead magnet doesn’t have to be a PDF eBook; it can take on any form. It could be a Slideshare presentation, a newsletter, a cheat sheet, a podcast transcript, or even a webinar replay.
5. You’re not highlighting your best points
A truly ultimate guide should be packed with enough information to outline the best points on your download page. You need to be able to tell visitors what they’re getting by downloading your guide.
Using phrases like, “download this guide to skyrocket your sales and boost your conversions” isn’t good enough. If that’s all you’ve got, you’re studying with the wrong marketing gurus.
People do want more sales and conversions, but that’s what every download promises. You need to demonstrate that the content of your guide blows all others out of the water.
Take your best selling point from your guide and highlight it on your download page. Don’t keep it a secret. Remember, visitors need a good reason to give you their email address. You don’t have to spill all the beans, but at least show them the goods.