The first and most important metric for any business owner is their sales. That makes sense since sales are the lifeblood of any company.
The second metric tends to be conversions.
How many of their landing page visitors turned into leads…
How many blog readers subscribed to their email list…
How many customers were upsold…
And so on.
Therefore, it’s understandable that entrepreneurs are obsessed with improving their conversion rate. They want to get as many leads as possible at the lowest cost.
But the marketing industry tends to focus on tricks and tactics. This includes things like:
The color of the CTA button
The design of their page
The exact wording of their CTA
We’re not trying to claim that these things don’t make a difference. They can. But they’re the last things that anyone should worry about.
In the Mastermind Program, we stress that correctly aligning your target, off, and message will make or break your campaign. We cover that extensively with our members in The Mastermind Program.
For this article, we want to cover a more advanced topic. We’re going to focus on creating content like blog posts and lead magnets. Specifically, how to create them so they will convert into leads and customers.
The idea itself is simple but many businesses fail in the execution.
So, after we explain the main principle, we’ll go over the three steps you need to take to implement it.
If you act on these steps, either your conversion rates will go up, or your cost per conversions will go down. In some cases, both will happen.
Obviously, this is great news for your bottom line.
Get Them Closer To Their Goal
Have you ever read a blog post that seemed like a waste of time?
Or downloaded a lead magnet that was completely unhelpful? Where it was clear that the writer just wanted to sell you on his product rather than help you with your problem
I’m sure you have.
Many businesses know that they’re “supposed’ to create lead magnets and write blog posts. But they don’t understand what makes them so powerful. Their focus is to move their reader to the next step of their funnel. But that attitude makes prospects abandon their funnels rather than turn into customers.
To avoid this situation, integrate this next principle into your marketing DNA.
“Every step in your funnel has one main purpose. That purpose is to move your prospect closer to solving their problem and getting the result they want. This holds true whether it’s a video, blog post, podcast, lead magnet, etc.”.
Your prospects should feel like they can act on the content you created. Because of that feeling, they’ll want to go further in the funnel to see what else they can learn.
You want them to think “If I learned this much from their eBook, I wonder what I can learn from a consultation!”
More importantly, they’ll start to see you as a trusted advisor. They’ll see you as someone who actually wants to help them, instead of someone who’s just trying to sell them something.
Creating blog posts, videos or lead magnets like this might seem difficult.
Some business owners think that the topic is too complex. Others are worried about giving too much away.
- Luckily there are three-part process you can follow every time:Give Insight
- Provide Actionable Steps
- Push Them Forward
We’ve explained the three parts below. Once you understand them, go back to your old blog posts, emails, video, and lead magnets. If you’re missing these three parts, you should add them in.
Start With Insight Not Information
The first thing to understand is that your prospects don’t need more information.
The internet is saturated with “How To” articles. Most of them are forgotten as soon as they’re read. And if the article isn’t remembered, it’s a good bet that the company that wrote it won’t be remembered either.
Even worse – just throwing information at your audience rarely motivates them to take action. Which means they’re not getting closer to the results they want.
Instead, you should focus on giving your prospects insight. Lead them to a shift in their mindset which will change the way they see the world.
In other words, you want them to experience an “aha!” moment. Your audience will always remember when and why that moment happened.
Presenting them with new insight isn’t as hard as it might seem.
To do it, you want to focus on one big idea. The big idea is should be centered around a limiting belief that is hurting your prospects.
For instance, one big idea is that the best investment business owners can make is to invest in themselves. Through business courses or coaching.
But it’s not enough to just say that. Even if your prospects agree, it won’t stick with them and it’s unlikely to give them that “lightbulb”. Instead, you need to illustrate the big idea through metaphors, analogies, or stories.
So, in our example I might say:
Almost everyone is perfectly happy to invest in a college education. Which leaves you in thousands of dollars in debt, offers no guarantees or refunds, and probably won’t make you any money.
But, too many entrepreneurs are completely unwilling to invest in coaching or courses directly tied to their business.
Which makes no sense.
Coaching or courses usually cost a few thousand at most. Plus, good ones will have refunds or guarantees available to you. Most importantly, you’ll see a direct result in the bottom line of your business. A $1,000 course could turn into $10,000 of revenue.
Where else are you going to get a 10X ROI?
If an entrepreneur didn’t believe in business coaching, just logically stating the benefits wouldn’t be enough to change his mind. But comparing it to college and showing how it’s a much better deal is a great way to overcome his previous worldview.
Changing your prospects’ mindsets is the most important step. But it’s not enough. Next, we need to help them take immediate action, so they can start seeing results.
Give Them Action Steps
Now that you’ve given your prospects insight, you need to tell them what to do with it. Otherwise, you’re leaving them with more questions than answers.
Take our business course example. The entrepreneur knows that he should invest in himself, but he probably has a lot of questions about doing so.
- What kind of courses should he take?
- How does he know if it’s a good one?
- Is it better to invest in two $500 courses, or one $1,000 course?
It’s very common for people to suffer from “analysis paralysis”.
So, we’re going to simplify things for our prospects by telling them exactly what to do. We’ll do this by giving them action steps.
These steps don’t have to be extremely complicated or detailed. Though the level of your explanation will depend on the format you’re delivering them in.
A 100-page e-book will have a lot more detail than a blog post or three-minute Youtube video.
But the important thing is to set them in the right direction.
Create three steps for them to follow. People think in sets of three, so it’ll be easier for them to remember and act on.
Each step should either tell them what they need to do next or answer a burning question they might have.
For instance, in our example the three steps might be:
- Figuring Out Which Courses You Need to Take
- How to Find the Best Course Available
- Getting The Most Value Out of Your Course
So, in these three steps, I cover picking a course, all the way to maximizing the ROI of the course.
Give each step its own section, so you can discuss it in detail.
With the action steps your prospects will have almost everything they need.
There’s just one more ingredient you need to help them move closer to their goal.
Push Them Forward
Most people are naturally more comfortable in a state of inaction. If they’re not pushed to do something they’ll never start.
In fact, you have to keep pushing them even as they’re taking action. Otherwise, they will likely stop right in the middle.
This holds true even for something as simple as reading a blog post. If they don’t feel like they have a reason to keep reading, they won’t continue to the end.
It’s the same for watching a video, taking a class, or listening to a podcast.
So, you need to give them a reason to give you their attention for as long as you need it which we’re going to call a “push”
The push tells your prospects that they’re about to read or hear something vitally important and applicable.
We’ve used them throughout this article. For instance, I ended the last section by telling you that you needed one final ingredient to bring the whole strategy together.
Each section requires a different push.
For the big idea explain that you’re going to break down how to implement the idea. Then give them an overview of each step.
Tie the steps together so they follow a progression. That way you can end each action step section by explaining the importance of the next step.
At the end of your content, reiterate the importance of what your prospects just learned. Tell them the results they’ll achieve if they use it. Then explain how you can help them further and give them a CTA.
If you combine the “push” technique with the big idea and action steps, your content and lead magnets will become much more valuable assets. They will make your prospects remember you and start to you see as a trusted guide.
That will lead to higher conversion rates across the board. So, your subscriber list will grow, along with your leads and customers.
But, it’s important to remember that this technique will not replace a strong marketing foundation. It’s still vital that you find target, offer, and message match like we discuss in The Mastermind Program.
To truly scale your business, you need to be able to generate clients on demand. What we’ve covered today will help you do that, but it’s not the only thing you need.
Plus, there are two other vital strategies that you need to scale.
We discuss that all in a special report we’ve created for you. In that report, we go over the three strategies, and how you can put them into place. It includes some of the best and time-tested ways to take your business to the next level.