WEBVTT 1 00:00:00.000 --> 00:00:03.120 You're not making as much money as you want to make because you're not getting as many 2 00:00:03.120 --> 00:00:06.720 leads as you need to have to sell stuff too. And you're probably not getting as many 3 00:00:06.720 --> 00:00:11.520 leads as you need because you're not giving away enough free stuff. And not just any kind of 4 00:00:11.520 --> 00:00:16.880 free stuff, but enough good or amazing free stuff. Because guess what? The reason people buy 5 00:00:16.880 --> 00:00:21.440 is based on a prediction of future value. So they buy because they predict that they will get 6 00:00:21.440 --> 00:00:25.040 value from you later. What is the easiest way to get someone to predict they're going to get 7 00:00:25.040 --> 00:00:30.560 value from you after you buy? By giving them value before they buy. There's two ways that 8 00:00:30.560 --> 00:00:34.560 you can fundamentally get leads. You can, one, just make your offer to somebody and say, hey, 9 00:00:34.560 --> 00:00:38.480 I will wash your car for a hundred dollars. Now you can put lots of razzle dazzle around it. 10 00:00:38.480 --> 00:00:43.520 That is a offer. So products or services that you exchange money for and the terms under which 11 00:00:43.520 --> 00:00:46.880 you do that exchange. And so this is directly from my first book, 100 million dollars offers. 12 00:00:46.880 --> 00:00:51.920 It's 99 cents on Amazon. Now, that being said, a core offer versus a league man. What's the 13 00:00:51.920 --> 00:00:54.960 difference? Right? Because fundamentally you'll have something that's valuable in both of these 14 00:00:54.960 --> 00:00:59.120 instances. The core offer is the thing you sell that makes you the most money. If you're like, 15 00:00:59.120 --> 00:01:02.160 which one is it? The one that makes you the most money? That's your core offer. 16 00:01:02.160 --> 00:01:05.040 If all of a sudden you start making more money under lead magnet, guess what? That's actually 17 00:01:05.040 --> 00:01:10.240 your core offer. Lead magnet is the thing before the thing. Lead magnet is not a partial solution. 18 00:01:10.240 --> 00:01:13.200 All right. What a lot of people try and do is like, hey, I'm going to give you the first six 19 00:01:13.200 --> 00:01:17.600 minutes of this 12 minute video and get the rest click here, right? I think that's not the right 20 00:01:17.600 --> 00:01:20.960 way to do it. I think you lose trust. And that's literally opposite of the objective of lead magnet. 21 00:01:20.960 --> 00:01:26.640 A lead magnet is a complete solution to a narrow, leadifying problem. And so think about it this 22 00:01:26.640 --> 00:01:32.080 way. If you're going to do anything for a customer, there are many micro steps that happened 23 00:01:32.080 --> 00:01:36.080 to create a bigger solution. Let's say I paint houses. There's a lot of micro steps that have to 24 00:01:36.080 --> 00:01:39.840 happen in order for a house to get painted. First, you've got to size up the house. Then you have 25 00:01:39.840 --> 00:01:43.840 to give an estimate of whatever. Then you have to do the design component and you have to do the 26 00:01:43.840 --> 00:01:47.840 3D visualization. And the bigger the thing is, the more steps there are. The idea is, okay, 27 00:01:47.840 --> 00:01:52.800 can I pick one of these very painful steps from my prospect and solve it for them at a massive 28 00:01:52.800 --> 00:01:56.800 discount to attract more people to want to do it with me? And I do such a good job at this massive 29 00:01:56.800 --> 00:02:00.960 discount that I increase the trust they have with me. And now they have one foot in the door. 30 00:02:00.960 --> 00:02:07.280 We're not giving away partially done work. We're giving complete work to a narrowly defined problem 31 00:02:07.280 --> 00:02:13.920 that once completed, opens up the next problem. For example, you do massage. And you're like, 32 00:02:13.920 --> 00:02:18.000 I can't get enough massage clients. Well, it's usually because you're not giving enough 33 00:02:18.000 --> 00:02:21.600 free stuff away. Because fundamentally, if you give something away for free, you will almost 34 00:02:21.600 --> 00:02:26.480 always have demand for it. And if it's good, you'll have exponential demand for it. If I give away 35 00:02:26.480 --> 00:02:32.720 a $10 massage to get people to come in, and then later, everyone buys packages of massages from 36 00:02:32.720 --> 00:02:37.440 me or buys a massage subscription from me, the massage subscription or the massage packages are my 37 00:02:37.440 --> 00:02:43.440 core offer. And the lead magnet would be the trial offer of the $10 or discounted massage. 38 00:02:43.440 --> 00:02:48.160 The reason people do those discounted massages, they give those trials, they give those 39 00:02:48.160 --> 00:02:53.440 mini offers, the lead magnets on the front end, is because they make more money. Because if I go 40 00:02:53.440 --> 00:02:57.600 to 100 people and say, hey, let me give you a massage for a hundred bucks, a lot of people might 41 00:02:57.600 --> 00:03:02.320 say, no, maybe one person would say yes. Now, if I then said to the same 100 people, I want to give 42 00:03:02.320 --> 00:03:08.960 you a massage for $10. I might get 20 people to say yes. And then of those 20, get a third of them 43 00:03:09.040 --> 00:03:13.520 to buy the hundred thing after they tried my massage. And so you've got one person getting a massage 44 00:03:13.520 --> 00:03:18.880 for $100 versus six people getting a massage, 30% of the 20, after giving them that first trial. 45 00:03:18.880 --> 00:03:24.720 And so my cost to acquire them is the cost of delivering the lead magnet. So if it cost me $10 46 00:03:24.720 --> 00:03:29.200 and cost to give the massage, then I break even on my lead magnet. If it actually costs me 20, 47 00:03:29.200 --> 00:03:36.320 I might lose $10. But am I willing to lose $10 on 20 people? So I pay $200 to get six customers 48 00:03:36.320 --> 00:03:42.320 that convert and are worth $2,000? Probably. Even if your lead magnet costs you money to deliver, 49 00:03:42.320 --> 00:03:47.120 it should still lower your total cost to get a new customer. That's the secret. That's the 50 00:03:47.120 --> 00:03:51.280 sauce of lead magnets and why they ultimately make businesses more money and why big business owners 51 00:03:51.280 --> 00:03:55.200 think long-term about I'm willing to give more upfront because I know I'll make more in the end. 52 00:03:55.200 --> 00:04:00.320 Big news. My next book, 100 million dollar leads is finally ready. Is it cool if I invite you to 53 00:04:00.320 --> 00:04:05.840 the biggest entrepreneur party that I think has ever happened? Uh, right now we have 200,000 54 00:04:05.840 --> 00:04:10.400 people who've registered. I've put a million dollars into this event already just to honor 55 00:04:10.400 --> 00:04:15.200 entrepreneurs and entrepreneurship and also deliver real tactical money-making stuff that will help 56 00:04:15.200 --> 00:04:18.880 you grow your business. Not tomorrow, but today. It's evening Saturday, August 19th. They 57 00:04:18.880 --> 00:04:23.520 have to my birthday. My way of giving back 9 a.m. Pacific 12 p.m. Eastern. I had never put more time 58 00:04:23.520 --> 00:04:28.800 into any project in my life. And so I'm incredibly proud of this book. I think that when I die, 59 00:04:28.800 --> 00:04:32.320 people will still continue to read this book. And as a side note, I've been working on something 60 00:04:32.320 --> 00:04:37.040 else since 2019 that I just finished that I've been releasing to everyone's live there. 61 00:04:37.040 --> 00:04:40.880 And to give you a little bit of context, it's more than a gift card and it's less than a Tesla. 62 00:04:40.880 --> 00:04:43.680 And I'm giving it to every single person who's there with me live. You're not going to want to 63 00:04:43.680 --> 00:04:47.680 miss it. Acquisition.com forward slash leads. See there. A lot of people get really afraid of 64 00:04:47.680 --> 00:04:50.720 giving away free stuff because they're like, if I give away all this value, then what would I do? 65 00:04:50.720 --> 00:04:55.360 It's like, give more value. And if you don't know how to give two types of value, then get 66 00:04:55.360 --> 00:04:59.120 good enough to be able to give value on the front end before someone buys so that you can 67 00:04:59.120 --> 00:05:02.720 give value on the back end. One of the beautiful things about business in life is that when you 68 00:05:02.720 --> 00:05:07.360 solve problems, you create more problems. If you're broke, being broke sucks. When you have money, 69 00:05:07.360 --> 00:05:11.440 tax is also suck. Now, you may prefer those problems, but they are problems nonetheless. 70 00:05:11.440 --> 00:05:16.080 What we want to do is always know what the journey of the customer is going to be ahead of them. 71 00:05:16.080 --> 00:05:19.040 And we should because we're the ones who've done this a hundred times. And so we should know what 72 00:05:19.040 --> 00:05:22.640 next problem is going to come up. And if we put our thinking caps on, we say, hey, well, if there's 73 00:05:22.640 --> 00:05:26.640 six steps to this problem, why don't I solve the first two? And then they're going to encounter 74 00:05:26.640 --> 00:05:31.280 problem three. And then I make that my paid thing. Now, I completely solved probably one and 75 00:05:31.280 --> 00:05:35.520 problem two, but it naturally leads itself to problem three, which I can then charge for. 76 00:05:36.000 --> 00:05:39.600 So for example, if you're trying to lose weight, there's a lot of steps that have to occur. And 77 00:05:39.600 --> 00:05:44.000 the way that I like to think about this is before, during, after, for everything that has to happen 78 00:05:44.000 --> 00:05:47.760 for a customer. So a customer wants to lose weight. Then they're going to probably have to eat better, 79 00:05:47.760 --> 00:05:51.280 work out better, and they'll probably need some sort of help along the way in terms of accountability 80 00:05:51.280 --> 00:05:54.880 to keep them on it, right? Eat better. But what does that mean? Well, they're going to have to 81 00:05:54.880 --> 00:05:59.120 buy their groceries differently, prepare the food, eat the food. The food's going to have to taste 82 00:05:59.120 --> 00:06:03.040 good. They're going to have to get the right macros. They're like, oh, wow, there's like a lot of 83 00:06:03.040 --> 00:06:08.320 little things here. Can I say, hey, how can I make grocery shopping easier? Here's a list. Here's a 84 00:06:08.320 --> 00:06:12.720 preloaded Instacart grocery list for women who are at this weight, women who are at this weight, 85 00:06:12.720 --> 00:06:16.240 women who are at this weight, men who are at this weight, with this goal, right? And you're like, wait, 86 00:06:16.240 --> 00:06:20.880 that's a lot of those. It's like, yeah, but it's one time work that you can set up for 100 different 87 00:06:20.960 --> 00:06:24.960 types of people, and then they have their grocery list for you. Now, that's just problem one. 88 00:06:24.960 --> 00:06:27.920 What if after that, what's the next problem they're going to have? Well, they're going to bring it back 89 00:06:27.920 --> 00:06:31.760 and be like, what do I do with all this shit? How to clean and prep all of the food that you just bought 90 00:06:31.760 --> 00:06:34.960 in under 60 minutes? And I'm going to solve it for them. Then what am I going to do? Well, 91 00:06:34.960 --> 00:06:38.560 how to store it and portion it in a way that you can bring it with you so you don't get that 92 00:06:38.560 --> 00:06:42.400 weird jelly in the bottom of your chicken breast, Tupperware, which is nasty as hell, which they 93 00:06:42.400 --> 00:06:46.320 pump in there, by the way. It's increased the way. If you solve them very well, people are like, 94 00:06:46.320 --> 00:06:51.120 oh, shit, but I also need this. And you're like, aha, well, I want me to tell you about that since 95 00:06:51.120 --> 00:06:55.280 you got such a good experience with this one. And because I had value, I will have a prediction, 96 00:06:55.280 --> 00:06:59.360 a future value, because you provided me value before I bought one. Now, one thing that a lot of people 97 00:06:59.360 --> 00:07:04.080 are afraid of giving away is stuff that actually cost them money. But I can assure you that if it 98 00:07:04.080 --> 00:07:08.000 actually costs you money, it usually will be valued at a significantly higher percentage to the 99 00:07:08.000 --> 00:07:12.800 marketplace. So sure, you can have a free PDF, sure, you can have a digital video series, whatever 100 00:07:12.960 --> 00:07:16.960 it is, but normally, unless it's exceptional, people aren't going to value that because that's what 101 00:07:16.960 --> 00:07:22.160 a lot of people do. Sometimes giving away actual free work that you will incur cost on a lot more 102 00:07:22.160 --> 00:07:25.840 people will take you up on. And if you do the math, you will ultimately make more money. And this 103 00:07:25.840 --> 00:07:28.480 what I'm talking about is the difference between small businesses owners and big businesses owners. 104 00:07:28.480 --> 00:07:32.160 They can incur a calculated cost upfront for a much bigger backend. Your free stuff should be 105 00:07:32.160 --> 00:07:35.360 better than their paid stuff. Everyone makes that quilt, but they don't actually do that. What 106 00:07:35.360 --> 00:07:40.080 your competition actually builds as their core offer and you do such a good job of it that you 107 00:07:40.080 --> 00:07:44.240 can give it away for free, then you become unstoppable. And you're like, wow, that takes work. 108 00:07:44.240 --> 00:07:49.280 Duh, also, so does becoming a multi-millionaire. So did you think it would be easy? Let's round this 109 00:07:49.280 --> 00:07:53.440 out with seven quick steps that I think through when I'm actually trying to create lead magnets for 110 00:07:53.440 --> 00:07:57.280 any business that we have. Step number one, figure out the problem you want to solve and who you want 111 00:07:57.280 --> 00:08:01.040 to solve it for. If you know who you're trying to solve it for, you will name it differently, 112 00:08:01.040 --> 00:08:03.840 you will approach the problem differently, you'll market it differently, you'll package it differently, 113 00:08:03.840 --> 00:08:07.840 and ultimately you'll deliver it differently if you're very clear on who and what. Number two, 114 00:08:07.840 --> 00:08:12.240 is figure out how you want to solve it. So inside the book, I talk about three different ways 115 00:08:12.240 --> 00:08:16.480 that you can solve an actual problem for a lead magnet. So one would be like, if I give a free 116 00:08:16.480 --> 00:08:20.080 assessment of any kind, I'm revealing a problem to somebody. A different way would be giving a 117 00:08:20.080 --> 00:08:23.600 trial of something. They are usually more problem aware. They know their back hurts, and so I just 118 00:08:23.600 --> 00:08:28.400 need to solve it for them. But unless they keep paying me, it'll come back. And there's other versions 119 00:08:28.400 --> 00:08:31.840 that you can combine them, which I talk about more in the book. You figure out how you want to solve it. 120 00:08:31.840 --> 00:08:35.200 The third step is figuring out how you want to deliver it. There's lots of different delivery 121 00:08:35.200 --> 00:08:39.520 mechanisms. Do I want to do it with information? Do I want to do it with a service? Do I want to do 122 00:08:39.520 --> 00:08:42.720 the physical product that I'm going to send them that demonstrates it? All of these are different 123 00:08:42.720 --> 00:08:46.160 ways to deliver on that one promise. And the question is, which of these is going to be perceived 124 00:08:46.160 --> 00:08:50.960 as the highest value from the prospect and increase the likelihood that they ultimately buy from 125 00:08:50.960 --> 00:08:54.400 you the most? That would mean that you get the most amount of people interested and the most amount 126 00:08:54.400 --> 00:08:57.680 of people taking the next step. Then it's like, okay, well, how am I going to package this thing? 127 00:08:57.680 --> 00:09:02.160 The first thing that someone's going to see in order to make the decision to consume your lead 128 00:09:02.160 --> 00:09:07.840 magnet is how you package it. So for example, this book, I had the title that I tested, I had the 129 00:09:07.840 --> 00:09:11.840 sub headline that I tested, and I tested the image that I was going to put on the cover itself. 130 00:09:11.840 --> 00:09:17.120 The first test I ran was $100 million advertising versus $100 million promotions. And advertising 131 00:09:17.120 --> 00:09:22.800 won 69% to 31. I was like, huh, so then I ran advertising against $100 million leads. 132 00:09:22.800 --> 00:09:28.960 Leads won 58 to 42. And I was like, huh, then the next round, I said, okay, $100 leads or $100 133 00:09:28.960 --> 00:09:33.440 marketing and leads one again. And so I was like, all right, well, leads is going to be the headline 134 00:09:33.440 --> 00:09:36.160 of the book. Couple different images that I ran and then I ran different versions of the image. 135 00:09:36.160 --> 00:09:40.560 That was the one that ultimately won. And so there's a story of a book that went out on 136 00:09:40.560 --> 00:09:45.920 dating and it tanked. And they went back and they changed the cover of the book and the headline. 137 00:09:45.920 --> 00:09:51.280 Nothing else inside the book. And then it went on to sell over 10 million copies just by renaming 138 00:09:51.280 --> 00:09:54.400 the book. So you're going to put all this time and delivering an amazing solution. And so if there's 139 00:09:54.400 --> 00:09:58.560 ever a most important step, it's this one, which is how you name it and how you package it. 140 00:09:58.560 --> 00:10:02.480 So step five is making it fast and easy to consume. People learn in different ways. 141 00:10:02.480 --> 00:10:06.240 Have an audio version. Have a written version. Hardback version, they can hold their hands. 142 00:10:06.240 --> 00:10:09.760 Have the digital reader version. Have the video version. On my last book, 143 00:10:09.760 --> 00:10:13.840 Hunter Related offers, which now is I think 350,000 copies sold. So I have a decent data set. 144 00:10:13.840 --> 00:10:19.520 It's almost a perfect quarter quarter quarter quarter split in terms of where people consume it. 145 00:10:19.520 --> 00:10:24.800 It's so much effort to write the book and so little effort to just double and triple and quadruple 146 00:10:24.800 --> 00:10:29.600 how many more people consume it simply by making it available in more ways to more people in more 147 00:10:29.600 --> 00:10:33.840 places. Six is you have to make it fucking good. The reason I say that is because so many people 148 00:10:33.840 --> 00:10:38.880 give away sucky fluff in their lead magnets and they're free shit and I use shit as the emphasis 149 00:10:38.880 --> 00:10:43.680 there because they're afraid or unable to give away more value. If you're afraid of giving away 150 00:10:43.680 --> 00:10:48.400 more value, consider the alternative. You give away sucky fluff. 99% of the marketplace only consumes 151 00:10:48.400 --> 00:10:51.760 your sucky fluff and that makes a decision of how much value you're going to give them in the future 152 00:10:51.760 --> 00:10:55.120 and they're going to say, oh, he gave me sucky fluff. Why would I ever work with him? And then 153 00:10:55.120 --> 00:10:59.680 and here's the shitty part, they then other people are like, hey, do you know Jason so and so 154 00:10:59.680 --> 00:11:03.360 and you're like, oh yeah, I could see one of his things. It was shit. And so what happens is not only 155 00:11:03.360 --> 00:11:07.520 to this person not buy, they actually get other people to not buy your stuff who otherwise would have. 156 00:11:07.520 --> 00:11:12.320 You can reinforce your reputation in the marketplace by continuing to over-deliver to people who will 157 00:11:12.320 --> 00:11:17.440 never give you money and that's okay because they know the people who will. If a lead magnet is not 158 00:11:17.440 --> 00:11:21.600 good enough, that people then tell other people about it in my opinion, you have failed. Put 159 00:11:21.600 --> 00:11:25.840 a hundred hours into something if you've never put more than 10, put a hundred in and see what 160 00:11:25.840 --> 00:11:30.400 actually happens to the quality of the work you put up and your audience will appreciate that 161 00:11:30.400 --> 00:11:34.960 because people can tell quality. And step seven is that you want to make it easy for them to take 162 00:11:34.960 --> 00:11:38.640 the next step. All right, this is so important and people forget about it. It's like we do all this 163 00:11:38.640 --> 00:11:43.840 work and we forget to make it easy for them to tell us that they want to buy more when you're making 164 00:11:43.840 --> 00:11:51.920 call to actions. Don't be clever. Be clear. Just say go to Amazon, search my name and you'll find 165 00:11:51.920 --> 00:11:57.440 the book. Go to my website agquisition.com, watch the videos. Be very clear about what you want the people 166 00:11:57.440 --> 00:12:01.840 to do. And if you want, give them multiple ways to do it. It's the same concept as making multiple 167 00:12:01.840 --> 00:12:05.920 ways of consumption but making multiple ways for people to take action. Just like the book consumption, 168 00:12:05.920 --> 00:12:11.680 you can double and triple your response rates on CTAs by making it available in the way that is 169 00:12:11.680 --> 00:12:15.440 convenient to them is their preference. Some people like phones. Some people like typing in the 170 00:12:15.440 --> 00:12:18.800 URLs. Some people like scanning. It just depends on the person and you want to make yourself 171 00:12:18.800 --> 00:12:23.280 available to all of them. And believe it or not, we can read about 20% of one chapter of this book. 172 00:12:23.280 --> 00:12:27.040 I'm going to have a big launch party for my book. And if the book's already out, either way, 173 00:12:27.040 --> 00:12:31.200 it'll still be at the same URL which is agquisition.com forward slash leads go there and there 174 00:12:31.200 --> 00:12:35.280 either be a training or there'll be a registration for the biggest event ever. It's going to be awesome. 175 00:12:35.280 --> 00:12:39.520 I put two years of like life into this and so I'm going to make it badass and I want everyone 176 00:12:39.520 --> 00:12:43.520 to talk about it so like I will do everything my power to over live like crazy for everyone to attend. 177 00:12:43.520 --> 00:12:46.240 So you can be there or be square.