3 Email Sequence to Maximize Your Lead Magnet's Value

If you're still handing out freebies without a system behind it, you're leaving trust, money, and momentum on the table. You've probably heard before lots of times that a lead magnet can grow your email list. But what a lot of people don't understand is it's not the lead magnet, but it's the emails that follow it that actually bring your business the real value. In this video, I'm going to lay out for you a three email sequence that

you should use every time somebody signs up to get a free lead magnet from you. and I'll walk through the things that should be on your landing page that are actually going to get people to want to sign up in the first place. Let's start with the follow-up emails. These are incredibly important. You can do all the work to create a great lead magnet. You can talk about it on your YouTube channel, on your social media,

in your blog posts. But if you get people to sign up for your email list through that lead magnet and then don't do anything with them, time passes, they grow cold, they forget all about you, and you've gained no real value. this sign up email sequence. It's kind of like onboarding a new friend. You're not just going to like shove a product right in their face or anything like that. We're going to use this opportunity to

show up to deliver them a win and then invite them to go deeper. So, let's start with email number one. When people sign up to get a lead magnet, right away you need to deliver them the thing that you promised them. So, the goal of this email is to deliver the freebie in whatever format you need to deliver it. If it's a video, then you're going to be delivering them a link or maybe a video embed

in the email itself. If it's a PDF, maybe it's a download link or maybe it's an attachment. In any case, we're delivering the freebie. We're welcoming them and then we're establishing some personality. This email should be pretty short. It only needs to contain four main points. First one is the subject line. A great format for this subject line could be something like here's your and then the name of your lead magnet. And give your lead magnet

a catchy name. We talked about lead magnets more in the last video. You're going to want to go watch that up here if you haven't seen that one yet. That's really important. But something as simple as that, here's your and then what the lead magnet is, there's a subject line. It's going to get people to want to click on it because it's the thing they actually signed up for your email list to get in the first

place. Then right up front, we want to deliver the freebie. You don't want to bury this in any email further down. Sure, it might get people to read more of the email. It might get them to see a call to action, whatever. But people get really frustrated when you make them a promise and then make them do a lot of work in order to get the thing you promised them for free. So give them the freebie

right up front. But again, we're keeping the whole rest of the email short so it doesn't feel like a big commitment to read through this thing. The third thing we want to do is we want to thank them for joining and set the tone and the expectation. So, whatever the tone is that you want to use with your audience, maybe it's a very casual, friendly tone, set that tone in the way that you write your emails,

and then set an expectation for what they're going to get from you in the future. That way, they can decide right now, I like this person, and I want to keep getting this stuff because this stuff is actually really good. This expectation may include how often you intend to email them. You say, you know, I typically send out about an email a week. they contain and then obviously use whatever tone works for you, but you could

say they contain uh useful tips and advice. I'll use as an example my uh new DIY channel that I'm working on. I might set a really casual tone and I might say something like, "Hey, I typically send out about an email once a week and in every single email, I focus on things you can do right now as quick wins to improve your home maintenance or or something like that or to level up your DIY skills.

Just make sure you set some sort of expectation that they're going to be getting value from you going forward and that it's going to be at a frequency that is probably pretty reasonable for your audience. And then the fourth thing I like to include in every single email that we send out is some sort of engagement call to action. It could be that you ask them a question and they could reply to it literally via email.

And it's it's amazing. You might think, well, I don't want to get a bunch of email responses. I don't want to read all those. If you can get people to reply to an email, they've now engaged. they're substantially more likely to read your emails in the future. You don't even necessarily have to read and reply to all of them. But if you can get them to go through that action of replying, that's a really positive thing.

It could be that you invite them to go watch another video on your YouTube channel or to read an article that's closely related to the thing that you gave them in the free lead magnet. Maybe there's a a further explanation in a blog post on your website about uh different ways that they could use this lead magnet to help, I don't know, to help improve their life in whatever way it is that you're trying to improve

their life. Whatever it is, think of a great way that they could engage with your brand that's related to the lead magnet you just gave them and then invite them to do it. All right, email one was important. Email two, it's also incredibly important because at this point, they're not just getting a a freebie from us. And so we really need to entice them to want to click and open the email. And if they do, we

want them to be really glad that they did. So the goal of email number two is to give them another quick, actionable thing that they can do that's going to be another win. You see, if in the emails that we send out, people always feel like they're getting something that's helping them quickly take action and win in their life, then we've got a connection. We're going to send this email just one or two days after the

first email we sent them so that we're still kind of top of mind. And in this email, whatever the tip or the action that we're going to get them to do is got to continue to reinforce the promise that our brand has made. Again, if you watch the video about lead magnets, you'll know about this. What's the core transformation that you're trying to help your audience to achieve? And we're going to further give people actions that

they can take right now, quick actions that are going to help them toward making that transformation. You see, your email doesn't need to be long. It doesn't need to be a lot of work. It just needs to be helpful, and it needs to be helpful right now. For this, one easy way to do this is to create a short video or maybe link to some other bonus resource that goes into depth on whatever it is. Maybe

I make a short video for my DIY home repair channel that's how, you know, here's a two-minute trick to silence any door hinge. And then I go link to a video that's maybe unlisted on YouTube. It's a video they didn't get access to before, but now that they're on the email list, they got a link to a special video that gave them something they could go fix right now. That's an issue that's really common in most

people's homes. Now, make sure that you're continuing to establish your tone and building sort of a relationship, a friendship. You want to keep the tone consistent across your different emails, but focus 80% on delivering value. Again, quick, actionable right now. All right, that's 80% and 20% on personality and relationship building. Delivering real value is probably going to do more to build that relationship than just trying to like just straight up build a relationship without delivering value.

Make sense? So, the gist of this email is, hey, you already did project number one, the lead bag that I gave you. That's done. Now, let's move on to project number two. And this is where your readers start to realize this person keeps giving me wins. All right, let's move on to email number three. We're not even going to hardly get to the signup page here. In email number three, this is where we're going to invite

them to take a step deeper with us. We're going to start by recapping the transformation that they've already started. Here's where you started. Here's what you've accomplished so far. And now we're going to invite them to take a step further. Now, at this point, I'm probably not going to pitch somebody on a $500 product or $1,000 coaching session or something like that. What we're usually going to do is we could pitch them on a a very

lowcost opportunity or we could just provide them with another resource, but that invites them to connect with us on a deeper level. Maybe here we invite them to go watch a playlist of 10 videos on our YouTube channel. Or maybe we tell them about um some sort of offering we have that's upcoming and we invite them to go uh check out the product and put their name on a wait list. Maybe we invite them to a

group so that now they're not just on an email list, but they're in a special Facebook group or other community that you're a part of. And maybe it's even free or just very very low cost, but we're inviting them to take a step deeper and to build a little bit more connection with us. And after all the value that we've already delivered them, the likelihood of them following through with that has now gone up substantially. One

key for this is to keep the tone really friendly, not salesy. This is an invitation much more than it is a sales pitch. Now, a pro tip here for these three emails. Don't think of these as three distinct emails. Think of this as a singular flow. It's like a conversation. It It's kind of one-sided, but it's a conversation that's happening. It's just happening over the course of three separate messages. Now, after those first three emails, we're

going to just move people sort of into the regular newsletter. So, those first three emails are going to be something that come out automatically, but after that, we just they're just on our normal email list, and that's where they're going to start getting our weekly, semonly, or monthly newsletter, whatever it is that we want to start sending out. That newsletter should be simple. It should be valuepacked. Think quick tips, maybe project ideas, stories of things that

you're working on. Things that are going to keep your audience learning and things that are going to keep them connected to you and things that are going to help them to continue to have wins along the same lines as that transformation that your brand is trying to help people accomplish in the first place. Okay. Now, this video is already pretty long, longer than I expected it to be. So, I do want to share with you about

the just the page, the sign up page. when people uh you've invited people to go sign up for your email list. You've told them you've got this great lead magnet. What do you put on the page to get people to be more likely to actually give you their email address once they're there on the page? I'm going to give you that, but I'm going to give you that in a post and it's going to be given

out to the income school insiders, which is free by the way. So, go check that out. I'll put a link to it. I'll pin it in a comment below. It's in the description of every video. Um and I'll just put it there. That way, this video doesn't have to be super long. So, go grab that. Uh, if you're already in Insiders, you're going to see it. If you're not in Insiders, go join that. There's no reason

not to. So, to recap this whole process, the lead magnet that we talked about last time, that's going to get you attention. That's the thing that's going to get people to actually click through to go to a page where they're going to be able to sign up for your email list. Getting the landing page, right, which is pretty straightforward. It's you're going to have an easy time once you see the checklist that I give you with

examples and everything. That landing page is what gets people to actually sign up and give you their email address. And then those emails, that's the biggest part, and that's why I focused on that first in this video. That part is what's going to get people to connect with you deeper and eventually become a paying customer. So, if you've already got your lead magnet, great. If you don't, watch the video and go make your lead magnet. Once

you have that, go look at your your signup page. If you've already got that, tweak it following the framework that I gave you in Income School Insiders. And I'm curious to know based upon that how your conversion rate improves. The number of people that sign up that come to your page versus the number of people that actually sign up. I think you're going to see some real improvement there. And then make sure you've created a stellar

three email sequence that's going to lead people into your normal newsletter, but also encourage them to connect on a deeper level. That is where the power of this comes from. Now, in the rest of this series, we're going to talk about a lot of other different ways that we can take blog content that we've written already and that we can leverage that to strengthen our business model [music] and really maximize our earning potential for the visits

that we're actually getting to our website. So, you're going to want to join me in those next videos. [music] And yeah, do it. We'll see you there. >> [music]