Nobody Wants Your Free PDF — Transcript

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1. 0:00Stefan and Tim were spending thousands
2. 0:01of dollars every month, and still not
3. 0:03getting enough qualified leads into
4. 0:04their sales process. We just changed one
5. 0:06thing, the magnet that they used to
6. 0:08attract their leads in the first place.
7. 0:11Within 24 hours, they had 1,009 new
8. 0:13leads for 91 cents each. And all we did
9. 0:15was we changed their traditional lead
10. 0:16magnet for a micro magnet, and it made
11. 0:18all the difference. So, in this video,
12. 0:19I'm going to show you what's changed on
13. 0:20the internet, why micro magnets have
14. 0:22replaced lead magnets, and how to build
15. 0:23one quickly so you can get a bunch of
16. 0:25leads this week
17. 0:26without spending a fortune. And as we
18. 0:28get started, you need to know one thing.
19. 0:29This video is part of a series called
20. 0:30The Marketing Nut. It's a
21. 0:31behind-the-scenes look at how we get
22. 0:32leads and sign clients both for us and
23. 0:34for our clients.
24. 0:35Today, we're zooming into the micro
25. 0:37magnet. If you want to watch the rest,
26. 0:39there'll be a link to the playlist
27. 0:40somewhere.
28. 0:41Let's get started. I'm going to start
29. 0:42this video assuming you know what a lead
30. 0:44magnet is. It's something we trade in
31. 0:45return for contact details and
32. 0:47permission to follow up. That hasn't
33. 0:48changed, but what has changed is what's
34. 0:50working
35. 0:51right now.
36. 0:53A traditional lead magnet is usually
37. 0:55broad,
38. 0:56topic,
39. 0:57and information-based. In fact, my first
40. 1:00lead magnet was called the ultimate
41. 1:01guide to building a 10 by 10 marketing
42. 1:02system for your Action COACH business
43. 1:03coaching business. Terrible name
44. 1:06for a kind of long crap lead magnet. It
45. 1:08was 46 pages long, and I guarantee not
46. 1:10one single person who downloaded it read
47. 1:13it from cover to cover. That worked in a
48. 1:14world where information was scarce, and
49. 1:15the only way to get the information was
50. 1:16to download it from people like you and
51. 1:19people like me. But those days are long
52. 1:21gone. Any time somebody wants to find an
53. 1:23answer to something, they'll jump on
54. 1:24YouTube like this, or they'll Google it,
55. 1:26or now, more and more, they'll go to one
56. 1:27of their AI platforms, Claude or GPT or
57. 1:29whatever.
58. 1:30Nobody's looking for more information,
59. 1:32especially not on social media. If you
60. 1:33think about the short-form platforms,
61. 1:35people looking for a quick dopamine hit,
62. 1:37and offering your ultimate your ultimate
63. 1:39guide to that thing that nobody even
64. 1:40asked for in the first place isn't going
65. 1:42to cut it. So, these are long and boring
66. 1:46and dead. Because the times have
67. 1:47changed, the magnet we offer has to
68. 1:49change as well. And so, instead of
69. 1:50offering free information, now we offer
70. 1:53a result. I think about it like selling
71. 1:55a splinter.
72. 1:58If this is your prospect's hand,
73. 2:01and right here there's a nasty
74. 2:03uncomfortable splinter,
75. 2:06the best magnet isn't
76. 2:08seven steps to remove your splinter.
77. 2:09It's just a tool that pulls the splinter
78. 2:11out and gives them some quick relief.
79. 2:12Those are the magnets that are working
80. 2:13great for us right now. Instead of
81. 2:15sharing how-to information, we give
82. 2:17people a tool that actually does the
83. 2:20job. It doesn't teach them anything.
84. 2:21They don't need to understand it in
85. 2:22order to be able to get a result, just
86. 2:24like turning on a light switch. I don't
87. 2:25know how electrons work, but I click
88. 2:26that and the lights come on and super
89. 2:28happy. Your prospects are exactly the
90. 2:29same. A great micro magnet deliberately
91. 2:32does less. It focused on one micro
92. 2:35problem.
93. 2:36It solves it in 2 minutes. That gives
94. 2:38people an experience that your stuff
95. 2:39works and a desire, if you structure it
96. 2:42right, to get more from you. That's what
97. 2:43we're going to build it together right
98. 2:44now. So, Stefan and Tim were spending a
99. 2:46bunch of money on ads offering a magnet
100. 2:49that had stopped working.
101. 2:51And on the Gold Coast at our boardroom
102. 2:52event, we talked about micro magnets and
103. 2:54the success we were having. We'd
104. 2:55identify a a tiny problem and give
105. 2:57people a tool that fixed it. In about 15
106. 2:59minutes they had a list of AI tools that
107. 3:01were useful for their target market.
108. 3:02They just put up a simple post saying,
109. 3:03"Hey, I've got this thing. Do you want
110. 3:04it?" The hand raiser post. They had
111. 3:061,009 people put up their hand, give
112. 3:09them an email address in 24 hours
113. 3:13for 91 cents each. Cheapest chips. Easy
114. 3:16way to get a bunch of leads. So, let me
115. 3:17show you why it worked.
116. 3:20The magnet you offer is either hot
117. 3:23and attractive or
118. 3:25not. And then to get the value, your
119. 3:27prospects either have to put in a bunch
120. 3:28of effort or take a risk or it's safe
121. 3:31and easy. Let's break it down. Some
122. 3:34people offer an email newsletter.
123. 3:38Certainly easy, but not that sexy.
124. 3:41Others are still offering free sales
125. 3:43calls.
126. 3:44They call it a strategy session or
127. 3:45whatever, but it's it's a sales call.
128. 3:47Not hot. Takes a bunch of effort. I got
129. 3:49to spend a bunch of time with some dude
130. 3:50who only wants to get money from my
131. 3:51wallet, not that great of trade.
132. 3:54Up here, it's hot but high effort. Think
133. 3:56about like a 5-day challenge. I
134. 3:58hate challenges. Please don't do a
135. 3:59challenge. Even a video course, super
136. 4:01useful but just maybe not worth it, you
137. 4:03know, the juice isn't worth the squeeze.
138. 4:04Up here, a micro magnet
139. 4:06is the perfect combination of super
140. 4:08desirable and really easy to consume the
141. 4:10value. This is crap.
142. 4:12This is a trap.
143. 4:14This is good but there's a gap between
144. 4:15how much effort it takes to get the
145. 4:17result and the value of the result. And
146. 4:19this
147. 4:20is just a snap. That's what we want.
148. 4:22Simple, easy, useful, fast.
149. 4:25All right, I get the theory. Show me an
150. 4:26example and show me how to build one.
151. 4:28That's what we're going to do right now.
152. 4:28It's really easy to know if a micro
153. 4:30magnet hot or not and if it's easy or
154. 4:33sounds like a hard work just by giving
155. 4:34you the title. So I want you to put your
156. 4:35prospect hat on for a moment and imagine
157. 4:37you see a post offering these two
158. 4:38things. Which one of these sounds
159. 4:40exciting and easy and desirable?
160. 4:42And which one sounds like it's probably
161. 4:43not worth the click? Would you rather A
162. 4:44or B? A, how to write emails that sell
163. 4:47or B, from Dean Jackson, the amazing
164. 4:499-word email that revives dead leads.
165. 4:52B, please. Last example, how to overcome
166. 4:54sales objections or B, the two question
167. 4:56close that turns "I need to think about
168. 4:58it" into a yes without being pushy. Each
169. 4:59of those are great examples of not that
170. 5:01hot and feels like I have to learn
171. 5:03something or B, I can just take this and
172. 5:05I get an instant result. That's what we
173. 5:08want. So now you get it, let's get it
174. 5:09done. I'm going to give you
175. 5:11four simple steps. First, we're going to
176. 5:12make a list of the top three problems
177. 5:13that you solve with your coaching. It's
178. 5:14really easy. For me, it's really simple.
179. 5:16Either don't have enough leads or not
180. 5:18making enough sales or don't have enough
181. 5:19clients. Attract, convert, deliver.
182. 5:22Broad problems.
183. 5:23Just going to make a list of your top
184. 5:25three and then circle the one that is
185. 5:26the hot one for most of your audience.
186. 5:28For me, I'd go it's leads.
187. 5:30Okay, that's where we're going to start.
188. 5:31That gives us somewhere to go but it's
189. 5:33still way too broad. So step two is to
190. 5:35go what are the splinters within that
191. 5:37problem? Think about what are the
192. 5:38specific things that people are trying
193. 5:39to do and having some trouble with.
194. 5:41If I took lead generation, it might be
195. 5:43that they're posting on social media
196. 5:45every day and just not getting enough
197. 5:46leads.
198. 5:47That's a splinter. Or they're spending
199. 5:48more money on ads and getting less leads
200. 5:50that aren't very good.
201. 5:52Each of those is a splinter. We're
202. 5:53looking for a specific micro problem.
203. 5:55Step three
204. 5:56is to solve it. Presumably you've picked
205. 5:58something that you do with your clients
206. 5:59all the time, right?
207. 6:01So how would you solve that? Do you have
208. 6:03a tool, a training, a resource, a system
209. 6:05for solving that problem? If you do,
210. 6:07fantastic. I just want you to take a
211. 6:08moment and just sketch out your
212. 6:10solution. You know, step one, we do this
213. 6:12and then we do that thing.
214. 6:13And then step three, they do this and
215. 6:15they end up like happy with the problem
216. 6:17solved. That's good. Just get clear
217. 6:18about how you would actually do it. Step
218. 6:20four, let's find a format that makes
219. 6:21this thing really easy for them to
220. 6:23consume and to use. What's the format
221. 6:26that makes it easiest for them to get
222. 6:27the win? If we weren't allowed to teach
223. 6:28them, but we had to just give them an
224. 6:29outcome in like two minutes, maybe three
225. 6:31without really trying, what's the
226. 6:32easiest format to inject that into their
227. 6:34system? Like in the Matrix where they
228. 6:35put the USB, like the USB in the back of
229. 6:37the head and he wakes up and goes, I
230. 6:38know kung fu. We want that. So it could
231. 6:40be a checklist, could be a script, it
232. 6:41could be an AI prompt. Those are great,
233. 6:43by the way. Some kind of template. Your
234. 6:45goal here is speed. Once you know the
235. 6:47solution, which one of those formats,
236. 6:48and there's others, but which which
237. 6:50format is easiest for you to get them an
238. 6:51actual outcome?
239. 6:53Deliver a win. That's a great micro
240. 6:54magnet. You can do this by hand
241. 6:55manually,
242. 6:56but it'd be kind of dumb for me to teach
243. 6:57you how to build something that's easy
244. 6:59without giving the
245. 7:00shortcut myself. So we built a really
246. 7:01simple tool for our clients called the
247. 7:03micro magnet suggestamatic. And what it
248. 7:04does is it
249. 7:05looks at your problems, identifies a
250. 7:07splinter,
251. 7:08maps the solution if you don't have one
252. 7:09already, and suggests an easy format. It
253. 7:12even names it. And then it goes to the
254. 7:14next the fun step, which is how we get
255. 7:16the leads, which is it gets people to
256. 7:18raise their hand and say, "Hey,
257. 7:20I want some help with that."
258. 7:22And it gives you the post as well. And
259. 7:23there's a link to that in the
260. 7:24description below. It's not meant to be
261. 7:25part of this video, but I thought
262. 7:26generous and useful, so you can have it.
263. 7:28Cuz all the micro magnet does is it
264. 7:29takes all of the thinking and guesswork
265. 7:30out for your prospects about is this
266. 7:32thing worth it for me or not. Cuz when
267. 7:34you build them like that, they are hot
268. 7:36and easy, which is what everyone's
269. 7:38looking for. Nobody's on social media
270. 7:39wanting to think. They just want their
271. 7:40problem solved and a quick dopamine hit.
272. 7:42That's what a micro magnet delivers.
273. 7:44Let me give you a little advanced
274. 7:45strategy. If you're clever, not only
275. 7:47will you get a lead and somebody to
276. 7:49raise their hand, whether it's by
277. 7:50commenting or on a post or clicking on
278. 7:52an ad,
279. 7:53but you can then have it take them to
280. 7:55the next step in your sales process. In
281. 7:57our world, that's usually the micro VSL,
282. 7:59which is another video in the series.
283. 8:00It's not just about getting their
284. 8:01attention, it's about redirecting their
285. 8:02attention to the next easy yes. That's
286. 8:04what a funnel really is. So, when you
287. 8:05use the micro magnet suggestamatic, it's
288. 8:07going to give you a killer micro magnet
289. 8:10and a hand raising post, and then just
290. 8:11watch what it does at the end. I think
291. 8:13that'll be really instructive for how
292. 8:14you can use yours to get more people
293. 8:15into your sales pipeline. So, that's
294. 8:17micro magnets. They're quick to make and
295. 8:18they're quick to consume, and they can
296. 8:19put your lead generation on turbo mode.
297. 8:21So, what I suggest you do is post short
298. 8:22form content every day for attention.
299. 8:24Each week, we share a micro magnet to
300. 8:26get leads, and then once a month, we run
301. 8:28a workshop to turn them into clients.
302. 8:29I'll show you how to do that in the next
303. 8:31video.