Best lead magnet? PDF Guide vs Webinar vs VSL

There is almost no end to the amount of lead magnets you can choose from. But you might be wondering, what is the best lead magnet for you and your business? Free Masterclass: http://www.salesappointmentsmasterclass.com Chapters: 0:00 - Intro 0:19 - What’s a lead magnet? 1:39 - Two things a lead magnet MUST do 2:41 - Written lead magnets (eBooks, free guide, etc) 6:08 - Video lead magnets (VSLs, webinars, etc) 10:26 - How to use video lead magnets the right way What kind of lead magnet will actually help you not only generate leads, but also convert these leads into high quality sales appointments and clients? Well, before I answer that, I just want to clarify what a lead magnet is. A lead magnet is usually some kind of free content that you give someone in return for their contact info, such as name and email address. Once you have their name and email, you can follow up with them over time, build more trust and eventually (if all goes well) get them to convert into a client. Now you have many options for creating lead magnets… eBooks, PDFs, Webinars, Free guides, checklists, white-papers, videos, video sales letters, etc… So it can sometimes be a little overwhelming in deciding what do you spend your time, money and resources on when creating a lead magnet? Well, whatever you use as a lead magnet, you want it to do TWO things: 1. Build trust 2. Take action on next step So, the question really becomes, what is the best lead magnet that allows you to do those things? Well, most lead magnets can be put into two main categories: written content and video content. Let’s look at both of those options and see what is best for you… Let’s start with written content So this could be a free guide, checklist, ebook, etc. Now can written content build trust? Absolutely. But what I’ve found, in my experience, is that most people who consume written content don’t actually read it. And this is a big problem. Because if they don’t read it, you won’t be able to build any trust. Now with written content, does it take people to that NEXT step? Which for most of my clients, the goal is to get them to book a sales appointment to learn more about how they can help them… Does written content allow you to do that? Again, it CAN… But because a lot of people don’t always actually consume the written content, it’s difficult to get people to take that next step. Now, that’s not to say written content don’t work. It can work. But I don’t think it’s the BEST lead magnet option available for most of you watching this. So, let’s take a look at the second option. Video content. You can do a quick Google search on video content and you’ll see it gets a lot more engagement than written content and it allows you to build up trust with people much quicker than video content. There’s just something different about communication with someone over video when they can see you or at least hear you vs just reading something online. And ignoring all the statistics about video, and just talking purely from my own real-life experience, I have found that video content is the best and quickest way to build trust with people. So, video clearly builds up trust with potential clients. But, what about the second thing to look for in a lead magnet… Getting people to take action.. Does a video do that? Well, yes. IF people consume the content, you build up trust and you explain how you can solve a big painful problem they have… They are going to want to learn more. So, now that hopefully you can see that video content is the best way to build trust and get people to take action… You might be wondering… What is the best type of video lead magnet that you can use? Well, it really depends on your goal. If your goal is to get more sales appointments, then your best option is going to be to create a short video - which I call the Video Sales Letter. It’s a 5-10 min video that explains… If your goal is to get more sales online - without a sales appointment, then I recommend doing a longer video about an hour long that goes into a lot more detail about how you can help them and then an offer at the end to learn more. Either way, video is going to be the best type of lead magnet that you can create. Now, last thing I want to mention about lead magnets (which is super important) is that when you create a video lead magnet in the right way… It’s designed to get you both short term and long term results. Short term results are the leads that consume that content and take action straight away Long term results are lead that consume that content and take action later on Now what’s great about this lead magnet is that you get the best of both worlds… short term and long term results You get people who want to work with you now taking action.