Hey Reader,

I've long preached about making "useable" lead magnets.

While I still preach that (and will for the foreseeable future), there's something new I've been pondering.

Useable lead magnets aren't for every ideal client.

Yep, I admitted it.

Does this mean I'm giving you the okay to make an "Ultimate Guide"?

Not quite, my friend. Take it easy.

Here's what I mean...

(pay attention)

You effectively have 2 different types of audiences (maybe 3, will explain later):

• DIYers
• 1:1 clients

In my experience, these two are NOT the same.

Both are willing to buy from you...but they are not the same.

They have different intentions.

Different needs.

Different budgets.

Different ideas about their next step.

And as a result, they need different things to take the next step with you.

Let me explain...

Someone who is interested in DIYing is a great candidate for:

• courses
• products
• workshops

So for someone like this, a DIY style lead magnet is a great "lead in" to the paid offer that will help them take things to the next level.

Follow me so far?

On the contrary...a high ticket client is (likely) never going to be interested in DIYing the thing.

At least, that's been my experience.

The people I've served 1:1 are rarely interested in doing the work themselves.

(Some are interested in a "done with you" approach...this is the 3rd audience and can be hard to distinguish)

So if they're not interested in DIYing their work...

WHY THE HECK would they want a lead magnet to help them DIY?

No no...

If a 1:1 client is going to HIRE YOU to do the work for them...

What do you think they need in order to make that decision?

I'll give you a second to think about it.

Think back to your own sales conversations / engagements.

Ok...

Here's what they need to hire you:

• trust that they're in good hands
• proof that you've done it before
• indoctrination in your approach
• clarity of the next steps

In other words, they need to know that you know your stuff.

That you are THE GO-TO PERSON for the thing you do.

That you know exactly what they need and you have a plan for them.

So to be interested in you...they don't need some checklist or template.

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LET'S GET PRACTICAL

So what does a lead magnet that attracts high ticket clients look like?

Right now, I'm into case studies.

Like...high-powered case studies.

This is what I'm currently helping some of my clients create.

One that feels super juicy, aligns w/ your ideal client, AND is slightly actionable.

(The secret is in the follow up, though....i.e. your welcome sequence)

But other lead magnets that I've seen attract high ticket clients:

• educational email courses
• video mini courses
• qualifying quizzes

The possibilities are endless here, though.

Just remember...

Help your ideal clients step into the shoes of one of your successful clients.

Show off your unique approach to the thing you do.

Show off that you've done it before.

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Make sense?

Jeff

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PS

If you'd like some help creating a business asset like I've described:

REPLY to this email with "LEAD MAGNET", and I'll send over a few details on how we can get that knocked out together

(potentially as early as next week).

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