How to craft the perfect Transitional Call to action (Lead Magnet)
Donald Miller calls it a Transitional Call to Action. It’s a simple concept, offer something of value in exchange for an email address.
There is no denying it, email marketing is one of the most underrated forms of marketing today, yet has the biggest ROI. But how do you fill your marketing funnel with qualified leads?
If someone visits your website they have buyer intent, sure they may be at the top of the funnel, or perhaps closer to making a purchase (at the bottom of your funnel) but one simple fact remains:
No matter how good you are at design and copy writing, not every visitor to your website is going to click your “buy now” button, a.k.a. your Direct Call to Action.
This is why a Lead Magnet is so important.
My recipe is simple. If you have completed your StoryBrand BrandScript you will already know your customers “External Problem”. The key to a high-converting lead magnet is to understand your customers problem, then offer them the answer to that problem …. For FREE.
That’s it, sounds simple enough, here is the recipe again:
1. Understand your customers problem
2. write some content that answers that problem
3. Offer that content on your website
4. Generate Leads
…. This works especially well for Top and Middle of funnel prospects.
Let me illustrate with an example.
Let’s say you want the greenest lawn in your street (my problem is that I have ugly looking, brown lawn). So you visit GreenLawn.com but you are not ready to buy. What if they offered you a FREE PDF: 3 steps to Lush, green lawn in 3 weeks .
Would you be compelled to download that document? Of course, it’s a great lead magnet.
It doesn’t matter if you’re in B2B or B2C and it doesn’t matter if you’re in SaaS or Ecommerce. If you use a sales funnel to generate traffic, turn them into leads, and then turn those leads into sales, you need lead magnets…. But not all lead magnets are created equally.
That’s because the offer is everything. And when coupled with the right positioning and copy, a few good lead magnets can literally triple your lead generation almost overnight.
Here are 89 ideas to inspire your next lead magnet…. ( Or Transitional Call to Action if you are a fan of StoryBrand):
Top of funnel - new prospects
Process Flow Diagram
Free Branded Materials
Splinter of a book
Splinter of a video
Splinter of an audio
Facebook Group/Slack Group
Members Only Area
Free Magazine Subscription
The “We’re Live” Update
Middle Of Funnel - Considering your products and services
Free Tickets To Workshop/Live Event
Free Coaching Session
Bottom Of Funnel - Close to the point of purchase
Price Points Page
Needs Analysis Call
Here’s my advice, when you launch a new lead magnet, Measure the conversion rate (at least every 30 days), then try another headline or another lead magnet…. Then measure for another 30 days.
Measure and modify, measure and modify your way to conversion rate success.
Certified StoryBrand Guide