One of the fundamental elements of Magnetic Marketing is lead generation and creating “Bait” to attract the right buyers to your offers.
In Dan’s original Magnetic Marketing speech he talked about using the right bait, today I suppose it would be considered a “lead magnet” or an “opt-in” offer.
It’s something that your IDEAL customer, client, patient, member or subscriber would find of value in exchange for giving you any of their contact information that's important to you in order to be able to take them from a lead to a new customer.
After capturing this information you then email them, mail them, Fed Ex them, text them…the information or product that they had requested.
Ideally you get at least one piece of "bait" working well for your business and then work to find additional ways to generate leads and traffic.
For Magnetic Marketing we have 6 Key “Pillars” to our business and we’re working to develop new lead generation offers for each of the “Pillars” so we can further match messaging to the content that each prospect most desires right now.
We currently have lead generation for the Recession Escape Plan, which is a 55 page document and a 3.5 hour seminar with Dan Kennedy…it attracts leads from businesses who might be struggling right now. We actually have this offer on our home page at www.MagneticMarketing.com if you haven’t checked it out yet.
We also have an offer for Dan Kennedy’s Copywriting Acceleration Tool, aka his “Chinese Menu” which is designed to capture the interest of those who need to write copy that sells FAST!
That offer is available at www.MagneticMarketing.com/chinese-menu.
We also have a FREE Magnetic Marketing Book Funnel re-vamp underway and 4 more different lead generation offers to follow that.
The goal is to not have just one line in the water. It’s better to have many lines in the water, each hook baited with the correct bait to catch the fish you’d like to bring into the boat and have for dinner.
If you have just one line and the wrong bait, you’ll go hungry.
This also allows you to do the most basic function of Magnetic Marketing…. Segmentation.
By doing this, we can then easily move new prospects into appropriate funnels for what they are most interested in, leading them to a first purchase with us and hopefully into one of our membership programs like our Gold Membership (link) or our Dan Kennedy On Demand (Link) Video Streaming Service.
…you might be saying how can I do this in my business?
Let me share another example in a totally different industry...
For my restaurant we have a FREE birthday offer that builds our email and mailing list. We generally target those with upcoming birthdays.
We take the same offer and version it in a couple of ways.
First we have a lot of Vegan Super Fans…we can take a different photo of our pizzas featuring Vegan Pizzas and mention in the ad that on your birthday we’ll gift you a FREE vegan pizza and then target just vegetarians and vegans on Facebook who have an upcoming birthday.
They go into our system properly tagged as “vegan” interest…then when we have a new vegan offering…we only send that message to those most interested.
The same for our Gluten-Free Super Fans. We have a homemade, gluten-free crust and we have many, many Gluten Free Super Fans and we can replicate 90% of the marketing, version the photos and a little bit of the copy.
When we release a new gluten-free option, we can message just our gluten free list. Not bothering or wasting time sending to our entire list.
Next week…we’ll talk about getting traffic to your offers…