I want to share with you something that I saw the other day which I found to be really alarming.
As I was doing my research regarding Facebook ads, I came across an ad from a prominent, well-known coach in the space. On that ad, they were answering somebody’s question regarding what their content should be for their lead magnet.
This is such an important question, and I know a lot of people do get hung up on this.
So I have a personally have a few strategies that we use to help people identify what lead magnet to create before they even go off and create it.
But the information that this coach gave back was very alarming and misleading. They were actually saying that it doesn’t matter what’s inside the lead magnet. The only thing that matters is how it looks.
Their logic is, that it doesn’t matter what goes inside the lead magnet because no one’s going to look at it anyway, right?
Which is completely false, because you are sending this ad to loads of people, so many will see it and you’ll want it to be great quality.
This relates to a story that happened to me just the other day.
My business bestie and I go for a bike ride. We for a coffee afterwards, and we searching for a place to order an acai bowl to discuss our accountability session for the week.
(By the way, I strongly recommend you get a business bestie that you can do this with, someone you can see face to face and you can talk about your goals keep you accountable weekly)
So we’re trying out all these different places that sell Acai bowls, and we found a place that had a similar version of the Acai bowl, called the Acai Flow, so we ask what the difference is.
We were told that it has soft serve ice cream so it’s more solid than the Acai Bowl, which is slushy.
We decided to go for the Flow version since it sounded yummy and different.
When we receive our order, it looks amazing. It looked like dessert ice cream with great toppings, and it tasted wonderful too!
As we started digging in and started at the middle of the dish, but there was a big hole inside.
Naturally we feel pretty disappointed and ripped off.
Don’t you think that’s how people feel if you create a lead magnet that looks great on the outside, where there’s a lot of eye candy, but then they actually go and download it and it’s rubbish?
It shows that you haven’t put in the effort.
You haven’t put your best foot forward.
You haven’t given them what they were expecting or hoping for.
It’s going to come back and hurt you.
If you are doing Facebook Ads, as I strongly recommend that you do to get leads, build an audience and get visible in the Facebook newsfeed…
You want to make sure you are putting your best foot forward with your content pieces.
You may have been able to get away with this in 2013-2014 when everyone was buying PLR and just making it their own.
But nowadays, you have a more savvier audience, and they have a higher expectation of quality.
Nowadays, there are a lot of people out there that are putting out great quality lead magnets, information, content pieces. This leaves the mediocre marketers in the dust.
That is why everything you do with your Facebook Marketing has to be great quality.
You can no longer afford to just wing it, fling something out there and expect to get great results, because that’s not going to happen.
You need to put your best foot forward.
You need to put your best content forward so that when people do download it, they go…
“Wow, this is amazing. If this is free, what’s their paid stuff going to be like?”
And it can come back and bite you when you do put a lead magnet out there that is sub par, because if you’re doing ads with it and people see your ads, they’re going to comment on it and go, “I downloaded this and this was rubbish.”
The social proof that you will build up on your ad is not going to be a positive one.
You want people to say, “I downloaded this, and this was awesome.”
Now I know some of you who are pretty savvy with your Facebook ads may be saying, “Yeah, but they wouldn’t see that ad again anyway because I exclude people who have downloaded my lead magnet, so they don’t see the ad again,” which is perfect.
That is what you want to do 100%, but we actually use a strategy where we purposefully retarget people who have downloaded the guide or if they’ve purchased with a PPE campaign. This is to have them comment on the ad and possibly tag a friend to say “This was the best purchase or download.”
We do this for a short period of time after the action, because we want that type of social proof. We’ll just do them for a week or so, get that social proof on the ad, and then send it over to cold traffic.
You don’t want send ads to people who have downloaded the lead magnet and thought it was rubbish because people will tell everybody on Facebook.
If you hear someone saying, doesn’t matter what the content is, as long as it looks pretty, disregard that.
You want to put your best content forward and information that people will find very valuable so that they can say “I want to know more. You know your stuff.”
You’ll want to be seen as an authority in your niche.
Anything less is unacceptable for your brand and your audience.
Until Next Time,