Create and use powerful titles.

The title of your L

ead Generation Magnet is very important.

Like a headline, it has to interest people enough to want it,

and then motivate them to consume it when they get it.

Take the time to create a really powerful title. Where do you

get great titles? Model the attention-getting headlines you

can find on supermarket tabloids, like

The Enquirer

, and onthe covers of magazines like

Cosmopolitan

,

R eaders Digest

,

and others.

These headlines have to sell those magazines off the rack.

Of course, the subject matter probably won’t fit your

business, but the structures of these headlines will.

Making the Lead Gen offer

Making the offer for the Lead Generation Magnet involves

two steps:

Step 1: Sell the prospect on getting the Lead

Generation Magnet.

Step 2: Collect contact information for use in follow

up.

(After you finish step 2, you deliver the Lead Generation

Magnet, which leads right into the Conversion System, which

I’ll discuss in the next chapter.)

Let’s talk about step 1, which involves making a strong

sales pitch to convince them to request the Lead Generation

Magnet.

Do NOT underestimate the difficulty in doing this, even

though it’s probably something you’ll be giving away for

FREE. People remain reluctant to share contact information,

especially given the amount of unwanted SPAM they suspect

will come their way, as well as privacy concerns.

So you need to very clearly make the case why your Lead

Generation Magnet will solve a specific problem, heal a

burning pain point, or address a real heart-felt concern

they’re dealing with.Your options for your Lead Generation Magnet are many

and varied:

Business card

Postcard

Phone script

Website

Facebook/YouTube/Social Media

Banner ad

Valpak insert

TV or Radio commercial

Email

Speaking

You can (and should) offer your Lead Generation Magnet

anywhere and everywhere.

If you do so in person, it’s easy—just get the prospect’s

business card or contact info. Then send them the Lead

Generation Magnet. Over the phone, just write it down. You

can also drive people to an 800 number with a recorded

message and have them leave their info there. While this

may sound old school, it remains quite effective, especially

when dealing with target markets that skew older.

A client of mine with one of the most productive lead

generation ad campaigns on radio nationwide instructs

listeners to call a voicemail number and leave their email

address. Then he’ll send them his free report, which has asexy, exciting title, and promise of interest to his target

market.

Don’t miss that point—your Lead Generation Magnet needs

to sound sexy, exciting, informative—the magic pill to cure

whatever ails you. The ad copy used to promote it likewise

has to frame its benefits and value with powerful, emotional

language. The Lead Generation Magnet offers transformation,

pure and simple, and anyone would be a fool not to take

advantage of it and now.

One of the primary mechanisms today for collecting

contact information is online with a dedicated, simple

webpage called a landing page or squeeze page.

You probably already have a big, fat, catchall site that has a

mountain of content on it.

If you’re going to do lead generation, you should not send

prospects into that. Instead, send them to a very simple

landing page that works just like a clerk answering the phone.

The landing page or squeeze page is very, very simple. This

is where you’re going to capture the person’s contact

information who has come to your website from one of your

lead generation pieces.

The website is simple because the only reason they’re

coming to it is to give you their contact information in

exchange for your Lead Generation Magnet, so that’s all you

want to show them. It doesn’t include any kind of navigation

options or a menu bar with “Home,” “About,” etc. so they

can’t get lost someplace else on your website. The only

purpose of this page is to collect contact information so youcan send them your Lead Generation Magnet, and then follow

up.

You’re not trying to build a brand. Not trying to entertain or

inform. You’re not trying to get likes, or anything like that—

although those are not inherently bad. What you are trying to

do, and what you want to measure, is to get the people who

do show up to give you their contact information. That is the

one and only goal of your landing page.

Once you have their information, you send them your Lead

Generation Magnet and then put them into your Magnetic

Conversion System.

IT’S ALL ABOUT MAGNETIC ATTRACTION

This chapter should make 100 percent clear what I mean by

Magnetically Attracting leads as opposed to chasing them.

Yes, you lay out the offer of a Lead Generation Magnet—the

free report, the information kit, DVD, audio, checklist, etc.—to

everyone in your WHO that you can. But it’s not chasing, it’s

simply laying it out there to see if anyone’s interested enough

to step out of the pack and raise their hand.

By doing so, you’ve enticed them to take that very first

step on their own. They’ve crossed the first threshold barrier.

It’s a tiny step to be sure, but it’s an important one. They’ve

said YES for the first time about something you have to offer.

Now it’s up to you to build upon that momentum in your

Magnetic Conversion System.CHAPTER 8

YOUR MAGNETIC CONVERSION SYSTEMNow that you have gotten your prospect to raise their

hand,

it’s time to fire up your Magnetic

Conversion

System

—the goal of which is to turn them from someone

who is merely interested into a paying customer.

The diagram below shows the different elements of the

Conversion System:

It’s important to note that it’s up to YOU to define exactly how

configure this system. The different components, each of

which I’ll describe on the following pages, can be mixed and

matched and sequenced in different ways.

The key, however, is to implement SOMETHING. Far too

many businesses totally drop the ball when it comes to

following up with leads who have already made it clear, either

through action or communication, that they’re interested in

what you have to offer. It boggles the mind—you’ve paid good

money for inventory, rent, power, licensing, website hosting,

advertising and more, yet you’re willing to watch all that go

down the drain by failing to follow up.

Indeed, this should inspire you because by putting this

Conversion System in place in your business, you will literally

create an unfair advantage over your competition, whoalmost certainly won’t do anything anywhere close to

, or as

detailed, or as systematic.

All the components of the system are based on one

overriding principle:

“Show Up Like No One Else.

”

For just a second, let’s go back to that question I said you

should ask yourself when creating your Unique Selling

Proposition (USP). Do you recall? It goes like this:

“Why should I choose to do business with you versus any

and every other option available to me in your category?”

This is such a powerful question and you HAVE to be able to

answer it in every communication you make with future and

even current clients. Because as they say, every horse

eventually goes lame— you can’t simply assume that just

because you’ve convinced someone to buy from you once

they’ll continue along that path forever. You constantly have

to provide a good answer to that question throughout the

entire customer life cycle.

Therefore, your goal in your Conversion System, is to show

up like nobody else. Stick out like a sore thumb among the

tens of thousands of sales messages bombarding your

prospects every day. And when you show up at the door—

standing out from the semi-washed competitive masses—you

arrive not only looking like something truly special, but you

bring heightened value that’s clearly different.

It’s important to understand that the higher up the income

ladder you go, people will pay more for WHO you are rather

than WHAT you do. The WHAT of what you do can easily beturned into a commodity. But WHO you are is unique—there’s

only one, and therefore the value is established accordingly.

Showing up like no one else reinforces that fact, which is

why it must stay top of mind through all your communications

as a Magnetic Marketer.

Let’s talk about a few ways to do just that.

MULTISTEP CAMPAIGN

Most people’s marketing is not very sophisticated at all.

Here’s what it looks like. Print up a brochure. A lot of them.

Put them in a burlap sack. Rent a plane. Fly low. Shake sack.

Hope.

We can do better.

What we want to do is identify a small, carefully selected,

manageable target market and set out to become the

dominant presence in that target market in as short a period

of time as possible.

Why small? The biggest marketing mistake most

businesses make is marketing too big. I’ll ask, “What’s your

target market?” “Detroit.” “Well, if we send one postcard to

every adult who lives in the greater Detroit area once a year,

which can hardly be called an intensive campaign, what’s our

budget got to be?” The guy says, “$300,000.” “How much

you got to spend?” “$600.”

How’s that going to work out?

Point being, you instead need to shrink the size of your

target market to whatever resources you’re willing and able

to commit to allow you to have big impact. And here’s the

secret to that: if you want impact and you want response

,then you must have repetition. They are inextricably linked.

But you can’t afford to do what Madison Avenue wants you to

do—spend huge dollars on TV ads that play 24/7—and maybe

someday respond. That’s not the answer.

The answer is

a series of communications

—they could be

letters, they could be emails, they could be postcards, they

could be a blend—that take place over a short period of time,

each one

re-iterating your offer and call-to-action.

There’s magic in the multi-step structure. I’d like to claim

credit for its invention, but the truth of the matter is I

modeled it nearly fifty years ago. In one year, I managed to

have two cars repossessed and I went personally and

corporately bankrupt. I got it all over in one year.

During that year, I became intimately familiar with the

collection industry and I had a lot of time on my hands. I

noticed a pattern, which I’ll describe to you. It’s first notice,

second notice, third notice. They’re typically fifteen days

apart, although you don’t have to adhere to that timing. Each

one clearly refers to the previous one they sent you. We call

that linkage. There’s no mystery in that they’re writing to you

frequently. They get a little tougher as they go along. And the

last one generally has copies of everything else they sent

previously, rubber-stamped “Final Notice.”

I said to myself, “If that will get money from people who

haven’t got any, offering them nothing, I wonder what would

happen if we tried it on people who do have some

money and

offered them something of value.”

This has turned out to be one of my most reliable

Magnetic

Mark eting

structures, which is why

it has become the stapleof the Magnetic Conversion system