Most marketers will tell you that every business needs a lead magnet.
This usually takes the form of a:
- free guide
- checklist, or
- PDF.
Something people can download in exchange for their email address. That in turn allows the business to start building a relationship with their potential clients through emails. It’s a win, win!
Now, there’s nothing wrong with a free download. They can work really well.
But the more I thought about it, the more I realised it wasn’t right for the audience I want to talk to.
What do people get value from when they work with me?
One of the nicest things people say after a networking meeting, a mentoring session or even a quick conversation is:
“You’ve made that so easy.”
Or…
“I hadn’t thought about it like that.”
It isn’t because I’ve shared a clever marketing trick. It’s because we’ve talked about their business, untangles what’s going on, and usually worked out where to start.
And people value that the most.
A PDF can’t have a conversation
It can’t say “Hang on…tell me a bit more about that.”
It can’t look at your website, your social media or the way you’re talking about your business and tell you what it sees.
And it definitely can’t sound like yours truly!
You don’t need yet more information
As a small business marketing consultant, I’ve realised that most business owners are bombarded with information daily. If anything, they’re drowning in it.
Every day there’s another expert telling you to start a podcast, launch a TikTok account, send more emails or use the latest AI tool.
The challenge isn’t finding more advice – it’s deciding which advice is worth acting on.
That’s why I created the Free Personalised Marketing Review
Instead of asking people to download another guide they’ll probably never read, I decided to try something different.
You tell me about your business and your biggest marketing challenge.
I’ll spend 15 minutes looking at it, then record a personalised video sharing what I’d do, what I’d question and where I’d start. This gives you practical thoughts based on your business.
It’s also changed the way I think about lead magnets
I think we sometimes create lead magnets because we’re told we should, not because they’re the best way to help our audience.
If you’re creating one for your own business, I’d encourage you to ask your self one question:
What would genuinely help the people I want to work with?
For me, it wasn’t another PDF. It’s a conversation. Even if that conversation started with a personalised video.
If you’re looking for a marketing consultant for small businesses who’ll help you de-muddle your marketing and decide where to focus next, I’d love for you to the the Free Personalised Marketing Review.
Whether you eventually need ongoing outsourced marketing for small business, or just a bit of clarity, my aim is the same: to help you stop guessing what will work for your marketing, and start making confident decisions about what to do.
