Give a Specific Example
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So, the second type of specificity
is to give a specific example
and the best way to give
a specific example
is in the form of a case study
and you see this done a lot in all
different types of industry,
b2c, b2b, our friends at
social media examiner, they kind
of wit this way a little bit,
but I want to show you an example
of two lead magnets
in what they are offering are
very similar but you can see
by giving a specific example,
making that specific promise
you can see that one is more
effective than another
so again this is not intended to knock
hate on the folks on social media
examiners, for the most part
this is a pretty decent lead magnet
type of thing that you see done
all the time, join 2 to 5000
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So, I like what they are doing here,
they deploy some social proof,
they are talking about how in addition to getting their bonding with a lead magnet
with a newsletter so at least it's not just the newsletter but we get
the lead magnet itself, what is it? Well, it's free Facebook marketing video tutorials.
Going back to the before and after grid that we talk about,
this is a pure, unadulterated have. Pure unadulterated have.
What do you have right now?
Right now you don't have these Facebook marketing tutorials.
And afterwards, you will have Facebook marketing video tutorials. Like I said previously,
noboby wakes up saying gosh I really hope that I can find some tutorials on Facebook
marketing, that's not what people think. They want a specific result.
So here's ours right this was ours this was a case study that we ran
a couple years ago that was amazingly effective, and our promise was how we
generated 250 leads from Facebook in 18 hours without spending a dime
on advertising. So again look at the specific example
It is a specific example, It's a case study, it's a video case study
So, it's still a facebook marketing video tutorial, it's fundamentally
the same deliverable that our friends at social media examiners are offering
but it's more specific in the example so we are not just saying: "Look, we are going
to teach you about Facebook marketing, when you watch this video tutorial,
you're gonna see how we got this specific result and hopefully you can
accomplish the same thing so it's still a video tutorial, and this is why
I am not talking a lot right now about what is the best lead manage
you do a video or a report or this... the medium doesn't actually matter.
The medium is largely irrelevant and it all comes down to the promise
do the medium that's best for what you're trying to show...
if your lead, if your prospects are best served by watch a video,
than give them a video. If they're best served by reading a pdf,
or by reading an article, whatever best serves them and what you are capable
of doing, deliver that. But I'm telling you time and time, people don't care
if it's a video or pdf, it doesn't matter, it all comes down to the promise,
it all comes down to what are you offering them, and in this case, if you can give
a specific example, so if you can say, hey when you are opting for our
free Facebook marketing video tutorial, we're going to show you, how we generate
250 leads from facebook in 18 hours without spending a dime on advertising.
That is what we're going to show you, as opposed this one, when you are opting for their
free facebook marketing video tutorial, you don't really know what you are getting,
you don't know what your end result is going to be, because
there was not a specific example offered, so I love case studies.
I absolutely, positively, love,
love, love case studies
as a type of lead magnet.
Just when you do it, make sure you're giving specific examples,
make sure there's some numbers in there make sure when people see it,
they're gonna say "Wow! I want that result too". If that's the response
they're getting then you are going to have a lead magnet, that gets very high
conversions and get you a lot more leads that you are getting right now.