Dollars > Knowledge

“Knowledge is power.”

Looks great on a mural, but it’s just some B.S.

“Knowledge is power” when it brings you closer to your goal.

And as business owners, there’s one goal 99.9% of us can agree on:

Acquire more customers so we can lift revenue.

A lead magnet is the premier marketing tool that allows you to achieve this.

It gets people to dive into your sales funnel.

So you can start building trust and ultimately present them with paid offers.

Basically, it’s the first step to morph your specialty knowledge into dollars in your bank account.

Pretty handy, right?

Don’t worry if you know nada about this resource.

You’re about to get fast-tracked to building your first one.

I’ll be giving you a quick and dirty summary of a lead magnet formula created by a master.

So who is he?

*Drum Roll 🥁*

He is a New York Times bestselling author…

Who co-founded a USD 170m digital marketing company…

It’s Russel Brunson!

Let’s jump into this legend’s formula.

The Formula

Part One: Who is Your Dream Customer?

It’s a simple question holding importance that can’t be overstated.

Don’t optimise your lead magnet for:

Flexing your knowledge for ego gratification ❌

Impressing your colleagues or competitors ❌

Your lead magnet is for getting you more of the type of customers you aspire to serve.

This can mean different things to different owners.

Maybe you’re optimising for customers that fit a certain demographic as they are “easier” to assist.

Or, you may want to handle clients willing to pay a premium and value receiving the highest quality of service.

Regardless, be clear on who the lead magnet is designed for.

To learn the importance of defining your ideal client and how to find your definition, click here.

Part Two: The 5 Steps to Finding Your Lead Magnet Topic

Step 1: Determine the Ultimate Result You Provide to Your Dream Customer

The selected lead magnet topic should be closely linked to the ultimate result you provide.

aka, why people will pay you for your product or service. 

If you struggle to describe your ultimate result, start by determining your value proposition. 

(You can do this in 10 minutes by clicking here).

By understanding your value proposition (what you do for clients).

It can make describing the ultimate result (what they get from you) easier.

Here’s a quick example of an ultimate result:

“Achieve a financially secure and fulfilling retirement.”

Step 2: List the Core Results You Can Offer

Core results are the building blocks of your value proposition.

The tangible, specific, and immediate outcomes clients can expect from using your product or service.

They are the “what” you deliver, the concrete actions you take, and the measurable changes you create.

Here’s a quick example of a core result:

“We’ll develop a comprehensive, personalised retirement roadmap within 60 days, outlining your projected income, expenses, and investment strategy.”

Step 3: Pick One Core Result & List its 3-5 Splinter Results

Splinter results provide the prospect with a sample of the benefits that can be received if they were to become a client.

The value provided helps to build trust.

It’s important to make sure you highlight the most alluring benefits.

To do this, select your most impressive core result as the one you will be listing splinter results for.

Splinter results provide the topic options for lead magnets to be built upon.

Here’s a quick example of a splinter result:

“Experience a significant reduction in financial anxiety, knowing you have a clear, actionable expense plan for your retirement.”

(The expense plan gives the recipient a taste of the core result, a complete retirement plan).

Step 4: Pick One Splinter Result to Offer Your Audience

Choosing the most compelling splinter result for your audience can sometimes be tricky.

Business owners are often surprised by what their clients find to be the most valuable aspect of a core result.

There are numerous ways to determine what splinter result to offer the prospect.

But the simplest way is to ask existing clients for feedback.

For example, you can ask what aspect of the selected core result they found most useful.

Step 5: Develop a Written Process to Achieve the Splinter Result

This step is dedicated to building the lead magnet.

How you package the information is up to you.

Maybe it’s parsed into “steps”, “secrets”, or “phases” to tempt your audience to provide their contact details.

Whatever you choose, ensure it allows the audience to experience the benefit you promise they will get from trading their contact details for it.

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Ever New Digital is offering a free lead magnet creation PDF.

This document provides multiple examples of how to apply this lead magnet formula to different businesses.

So you can get a better understanding of how to build yours.

To receive this PDF, please email info@evernewdigital.com and quote “lead magnet PDF” in the subject line.

*Click here to enrol in the course where Russel Brunson explains his lead magnet-building formula in full.*