Not so long ago, you could offer a lead magnet like a free ebook and people would fall over themselves to give you their email address. Email lists practically built themselves!
Nowadays? Not quite so. In fact, ebooks are generally among the worst converting lead magnets! People are looking for “quick wins”. Actionable content. When putting together your lead magnet, you’ll need to be much more creative than before.
Luckily, many other types of lead magnets have become increasingly valuable. Typical infoproduct-style lead magnets that still convert well in today’s extremely competitive market include checklists, cheat sheets, templates, printables, videos, audios, access to membership sites, webinars and more.
the problem with most lead magnets
Although the lead magnets I just referenced have good conversion rates, they all have a major downfall. Think about this for a minute:
You see an ad on Facebook for a 12-point checklist to set up your Instagram profile. You sign up, download the lead magnet and tell yourself you’ll come back to it later. Then you forget.
Worse, signing up for this lead magnet now means daily emails from the creator, along with the creators of the last 56 lead magnets you signed up for. Once you can’t take it anymore, you go on a mad unsubscribe spree to clean up your inbox.
If this sounds familiar, guess what: we pretty much ALL do it. This includes your potential customers!
A one-time downloadable lead magnet always creates the same problem. Unless your new subscriber was specifically looking for this information at this time, they’ll probably download your brilliant lead magnet, forget about it and unsub from your list.
So what’s a product creator to do?
As you know, in order to be attractive, your lead magnet has to solve a problem for your reader without requiring them to invest a lot of time or effort. Among the popular lead magnet options, one stands out from the rest by giving you the opportunity to build relationships with your subscribers using your lead magnet itself!
Wanna find out what it is? 😉
Of course! So, step away from the downloadables and try this instead.
create a lead magnet that builds relationships
Instead of offering a “sign up to download” lead magnet, why not try something that gives you an opportunity to email your subscribers regularly and get them to actually open your emails?
An ecourse allows you to do just that!
what is an ecourse?
An ecourse (short for email course) is a short course on one specific topic or process delivered to your subscribers over several emails. Each email contains a lesson that your reader can take immediate action on, and over the duration of the ecourse they will accomplish a specific goal.
Example of ecourses could be, for example:
- 5 Days to Set Up Your WordPress Blog
- 4-Week Ecourse: Journaling to Reduce Stress
- 7-Day Product Creation Crash Course
- 10-Day Decluttering Challenge
As you can see, ecourses can be extremely appealing because they promise to deliver a result.
“When you’re done with this 5-day ecourse, you’ll have a fully functioning WordPress blog with your first post published.”
Target aspiring bloggers with this lead magnet and they’ll click faster than you can say “join my list”!
why a multipart ecourse work so well
The appeal of offering an ecourse over other types of lead magnets is not just for your audience. There are huge benefits for your business too!
- It carries a high perceived value. Your subscribers will tend to view a course as more valuable than some other types of lead magnets, especially ebooks/reports. In turn, this can help boost the conversion rate on your lead page.
- It trains people to open your emails. Sometimes people insert “throwaway” emails into opt-in forms just to get a lead magnet, and then they never check those email addresses. If your lead magnet is delivered over time by email, then people are more likely to give you a good email address. And once they see how awesome your course is, they’re going to keep on opening your emails (even once the course is complete).
- It gives you multiple opportunities to sell a backend offer. Every email lesson you send gives you an opportunity to pitch a related offer.
So, with all these benefits in mind, let’s quickly go over the process of creating an email course!
3 steps to creating an effective ecourse
If you’re still reading, I’ve hopefully convinced you of the appeal of creating an ecourse as your lead magnet! Before you start working on the actual content creation part, you’ll need to figure out how to make your offer irresistible, how to naturally guide your readers to your paid products and how to create synergy between your lead magnet and your paid offer.
step 1: decide what to sell on the backend
The first thing you need to do is decide what main product you want to sell within your course. That way, you can construct your course in such a way that it naturally leads to the paid offer. As always, selling your own product will be the most profitable, but you can sell an affiliate offer instead if you so choose.
TIP: Be sure to choose an offer that’s in-demand among your audience. If you’re not sure what your audience wants, make sure to do a little market research to find out what they’re already buying.
step 2: determine the course topic
Now that you know what you’re going to sell within the course, you can decide what sort of course to create. The key is that your course and the paid offer should be highly related so that anyone who requests the free course will naturally want the paid offer as well. This means that ideally, the two products should work well together.
Another important key is that the course should be useful yet incomplete. This means it should solve part of your prospect’s problem, but customers will want to purchase your paid offer to solve the rest of the problem.
- Your course provides an overview of a topic. For example, if you’re selling a weight loss product, then you might create an ecourse that shares an overview of the nutrition and exercise guidelines people need to follow to lose weight. Your prospect gets plenty of helpful tips, but they’ll need to buy the product in order to get in-depth details, meal plans, recipes, etc.
- Your course provides in-depth information on one step of a process, and your paid product picks up where the free product left off. For example, your course might teach people how to set up a blog and start populating it with good content, and then your paid product shows them how to monetize the blog and generate traffic.
- Your course provides in-depth information for an entire process, and then you sell a tool on the backend. For example, you might offer a free copywriting course, and then sell a set of sales letter templates, checklists and swipes on the backend.
Basically, think about how to create a course that is useful to the user, but leaves room for them to purchase your offer to solve the rest of the problem.
step 3: develop your course
Now you need to create your course, starting with deciding how many emails (or “lessons”) to create. A good guideline is somewhere in the range of five emails. For example, if you have a five-step system to share, then you’d share one step in each email. Or if you have seven tips to share, then you’d create a seven-email course and share one tip per email.
Keep these tips in mind:
- Craft benefit-driven subject lines. One big key to getting people to open your emails is to have an enticing subject line, so invest some time in creating these. E.G., “The dieting secret that melts fat like crazy!”
- Provide quick wins. Each email you send should include actionable information, particularly those that will provide a “quick win” (quick results) for those who take action.
- Impress your subscribers. This means offering engaging, high-quality and useful content. You want subscribers to be so impressed with your free content that they’re eager to purchase your paid offers!
As you just discovered, a multipart course is a high-value lead magnet that trains prospects to open your emails. It also gives you multiple opportunities to promote your offer, which boosts conversions.
Make sure to create an evergreen course and it will work effortlessly for months or years to come, attracting new subscribers on auto-pilot and introducing them to your amazing content!