How to Create an Irresistible Lead Magnet That Actually Gets Downloads

Let me guess. You created something really valuable. You made it available for free, but nobody's downloading it. Does that sound familiar? If your lead magnet isn't working, it's not about the content, it's about the way it's connecting or not connecting. Hey everybody, I'm Ricky from Income School and today I want to show you how you can turn your audience's pain into an irresistible magnet for their email address. getting your customer list, owning that list, getting people

subscribed to you on your own platform. That's one of the most valuable things that we can do as content creators. And I'm going to show you in this video the first steps of a proven process that I've developed over the last several years for creating irresistible lead magnets and creating irresistible marketing around those lead magnets. If you're a coach, if you're a creator, if you're a service provider, and you want to dramatically increase the number of

people signing up for your email list, well, that's what this is going to help you with. So, step one to design this lead magnet so that people will want it is to identify the core transformation that you want your audience to go through. More often than not, I see a big mismatch between what it is that your mission is for your audience and your offerings and your lead magnets. We got to sync these things up. So

start with this question. As people work with you, as people consume your content, as people use the products that you create, what is the transformation? What is the mission that you have for them that's going to change their life? This is foundational. It's hard to create an emotional connection and it's hard to give people a real reason to want something that you're offering them if we can't tie it back to that core transformation. To help with

this, I want to give you an example. I've been working recently on a DIY channel and brand. I'm creating well I will be creating here in the near future um actual blog content for it. I've mostly been creating video content. It's a new brand. My goal with all of my content and with products that I will be providing to this audience is to help them be enabled to take care of their own home, fix a lot

of the things that come up, do the maintenance that comes up, and be able to save money and be in more control of the finances, but also the timing and the way that this work is done. But they can only do that if they know and they understand the systems of their house, how they work, and how to repair them themselves. I want people to realize that it's easier than they think and then be enabled to

do that work themselves. That core transformation, it goes beyond just providing people information on how to fix stuff, on how to how to do projects around their house. It takes it from a place of I'm just giving you information to a place where I'm helping you through some sort of transformation that changes something fundamental about your beliefs in yourself and about what the way that you live your life. Now, that might feel like I'm over dramatizing,

but I promise you I'm not. And no matter what your niche is, no matter what your topic is, no matter what offerings that you have, even at this at this point, it's only content, there is something about what it is that you're offering that could make a significant difference in somebody's life. And what is the difference that you want to be making for people? Start with that core transformation. that's going to lead you way further down

the path of a good lead magnet as well as good products than just trying to brainstorm something that kind of fits your niche. So now if you can understand what the transformation is that you want for people, we can start thinking about what is one immediate problem. It's important not just a problem you can solve, but an immediate problem that you can quickly solve for this person. Most people pick the wrong problem to solve or they

don't even think about a problem at all and they just focus on giving someone something and not actually solving a problem for them. I'm going to take a step back here to the DIY space. What are some problems that a lot of people who don't already fix their own things at their house or even do their home maintenance? What is a problem that they have? Well, a lot of them don't know um the things that they

could do themselves and maybe should do themselves. They don't know how. A lot of them don't have a lot of tools. So, if I can help them understand what tools they need or what it is that they are able to do with very minimal tools and maybe tools that they already have, I could help them to start to have a feeling of being more capable. And those feelings, those emotions, those are the things that are going

to drive people to actually sign up for your email list. If you're going to rely on just logic, this is going to be helpful for these three reasons, it's not going to work. I recently saw a statistic that up to 95% of your buying decision-m happens because of subconscious emotional drivers. And that's what marketing is all about. When I was in business school, that's what we talked about. That's what they taught us was what kinds of

emotional drivers work. Now that you know that, you might feel a little bit disgusted, but believe it or not, that's what's happening all around you all the time. And if you don't participate in that, you're not going to get people to sign up for your email list. So, we're going to lean into these emotional drivers, but we're going to lean into them from the standpoint of helping them make this positive transformation in their lives. So, specific

problems, I don't know where to start with things around my house. Uh, I don't know what projects I can actually do myself. Uh, I don't have the tools or confidence to try. I'm not sure which projects would actually save me money. I just made a video about blowing out sprinklers and how it's pretty easy to do yourself, but for a lot of people, it's only going to cost them about 25 bucks. Is it worth it to

go out and buy an air compressor? Not if you don't have another use for an air compressor. But if you do already have an air compressor, then okay, yeah, you might as well do it yourself because you can do it on your own timeline and it's actually really easy. But you see, those are four quick problems that a lot of people have that prevent them from doing things themselves. So if you understand the core transformation, what

are the problems? What are the barriers that are preventing someone from being able to make that transformation themselves right now? And then as we look at those problems, what is one of those problems that you could solve or at least make a huge dent on immediately through a very very simple thing that you could provide for people. That thing that's probably going to be a good lead magnet. And here's the thing, you probably already have tons

of really really valuable content. The problem isn't that you don't know. The problem isn't that you don't have enough information out there on your blog or on your YouTube channel. The problem if you're not getting people to sign up or buy your products is that you're not connecting with people emotionally. And so that goes into the messaging and the marketing that lead up to getting people to actually sign up for your email list and get this

lead magnet in the first place. Now, okay, great. You figured out a problem that you can solve, something that you could solve with something very simple. I mean, lead magnets should be really simple things, very digestible things. In fact, the bigger your lead magnet is, the less likely people are actually going to use it. And so lead magnets can usually be things as simple as PDFs, downloads. It can be a template for notion. It could be

um a short audio or video course under about 10 minutes. Don't give people a 60-minute course as the lead magnet. It's too much. And so people aren't going to consume it all and so people aren't going to follow through with what you gave them. Give them something that you can give them in only 10 minutes, but pack it with value to help them be able to immediately take steps to solve the problem that leads them toward

their core transformation. But you have this, and this is where most people stop, or at least this is where they stop thinking about the emotional part. There's more to this lead magnet, and there's more to selling or giving this lead magnet away that's going to actually boost your conversions a ton. For that, I've actually developed eight specific principles that you should take your lead magnet idea and you should rate it against these eight principles. These eight

principles are going to help ensure that your lead magnet as well as the marketing leading up to your lead magnet are actually going to create an emotional response for people and solve a real problem for them. Some of them we've already talked about like solving a specific immediate problem. That's principle number one and that's key. We've talked about number two here, which is to deliver instant gratification. We're kind of feeding into this like instant gratification time

that we live in in our society. But the reality is is if we give people too much and they can't solve that problem quickly, then it's not going to work. And if that means that the problem we're going to solve for them is actually a very very small problem, that's fine. That's probably even better for your lead magnet. Now, I don't have time to go through the rest of these eight principles in this one video, but

I've put them all together and made them available to my income school insiders, and you're also going to get the rest of the six steps to actually launching implementing this lead magnet to get people to sign up for your email newsletter. How do you become an income school insider? Well, it's absolutely free. You click on the link that I'll pin in a comment below this. I'll put it in the description, too. In fact, it's in the

description of every video. and you're just going to join our free community of insiders where we post extra bonus content and sometimes super valuable stuff like this. This is big and you're not going to want to miss it because in addition to actually giving you the six steps and the eight principles of the framework, I actually also created a custom GPT for you um in chat GPT that uses these eight principles and these steps to guide

you through coming up with ideas, multiple ideas of problems to solve, exact types of lead magnets that would work for that, the format that would work. It's going to give you all sorts of cool stuff. And then it's actually going to walk you through and give you what copy that you could put on the actual conversion page, like a sales page for your lead magnet. It's going to tell you exactly what to put in a three

email sequence uh for the people that sign up for this lead magnet. It's a lot actually. It's pretty awesome. So, you're going to want to go get that now. So, click on the link. And in the next video, we're actually going to go a step further. We're going to talk about how we're going to get people to sign up for this lead magnet and how we're then going to follow up with the email stuff. So, if

you're an insider, you're going to get that now and you're going to get the GPT that's going to do that for you. But in the next video, I'm going to walk you through some of that followup that's going to actually convert people to being not just somebody that's on your your email list, but an actual follower that wants to see what you're going to put out next. So, don't miss that video when it's available. I'll link

to it here. And until then, go figure out the core transformation that you want your audience to make, that they want themselves to make, and figure out what is a problem that you could solve for them quickly, basically instantly with a very simple lead magnet that's going to make you ready for that next video. And make sure you sign up for Insiders. We'll see you all next time.