Designing an Irresistible Lead Magnet for facebook Ads that actually Attracts Your Ideal Clients

Jul 9

Unlock the Secret to Creating Lead Magnets That Convert Cold Audiences into Hot Leads

What's this episode of the lionhearted ceo podcast about?

Ever created a lead magnet you thought was pure gold, only for totally random people to sign up? Don't worry, lovely - you're about to discover the Goldilocks secret to lead magnets that are juuust right!

In this episode of The Client Cure, we're diving into the art of creating lead magnets that make your Meta ads irresistible. You'll learn:

Why your Instagram-approved freebie might be falling flat with cold audiences (and how to fix it!)
The 3 golden questions to ask before creating any lead magnet
How to position yourself as the go-to expert from the very first interaction
The secret sauce to crafting lead magnets that convert strangers into superfans

Plus, I'm sharing my tried-and-tested strategies for creating freebies that'll have your ideal clients clicking 'subscribe' faster than you can say 'email list'!

Ready to turn your lead magnet from 'meh' to magnetic? Let's make some lead generation magic!

Hi! I’m your host Sophie Griffiths, a Meta ads expert and business growth strategist.

The LionHearted CEO podcast is designed for impatiently ambitious women who are ready to scale and often juggling motherhood alongside their thriving online businesses in coaching, course creation, or service-based business.

If you enjoy the podcast, here are some ways you can continue the conversation:

Social:

Love Instagram? Click here to watch a video I made on the Warm audience trap (hint, it's something almost every client struggles with!)More of a LinkedIn fan? I'm there too! Come and follow me here: Sophie Griffiths

FREE RESOURCE

Ready to grow an audience of people who WANT you to sell to them? Radical idea I know, but it shouldn’t be! Click here to get access to my step by step guide to using simple, effective ads to build & nurture a community of superfans,

Work together:

Ready to build an audience of superfans who are excited and ready to buy from you?
Whether you are just starting with Meta (Facebook & Instagram) Ads, you have dabbled but want to build your confidence with your first funnel, or you're already killing it and you're ready for fast growth - I can help! Click here to choose the best option for you

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Email me here: hello@sophiegriffiths.co

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Read the transcript:

NOTE: This podcast was transcribed by an AI tool. Please forgive any typos or errors.

[00:00:00] Hello, and a big welcome to Lionhearted CEO, the podcast for unapologetically, impatiently ambitious women who know they want to stop being the bottleneck in their business and become the Lionhearted CEO they know they are meant to be. I'm Sophie Griffiths, a tea enthusiast, marketing, and meta scientist.

[00:00:21] ad specialist and firm believer that chocolate should never be kept in the fridge. Join me for bold, imperfect, fun approach to marketing and scaling your business without burning out every few months. We'll dive into practical strategies and have inspirational conversations that will support you to create a thriving, sustainable business that brings you joy as well as financial freedom.

[00:00:43] Okay, let's jump in. Hello and welcome to episode two of this five part mini series, The Client Cure. Today, we're jumping straight into lead magnet. Now, you might be wondering just how important is the lead magnet when it doesn't really relate [00:01:00] directly to sales and I mean, how many people actually read them and consume them?

[00:01:05] Honestly, I think I could do a whole TED talk on this, but in this episode, I'm going to break down Why your lead magnet is one of your most important sets. Why so many people get it wrong and what you can do to get it right. So let's jump straight into why is your lead magnet so important? Not just for your actual lead ads, but for your whole business.

[00:01:26] Now that might sound quite dramatic, but just hear me out. Okay, so generally speaking, most people start creating lead magnets to move people from their social media onto their email list. So we create something that we think our audience would want. It makes a lot of sense, right? So create something of value that people are going to want.

[00:01:44] Let's just say for this example, we're going to call it five steps to getting more clients. Okay, great. Your audience love it. It's really helpful. They tell you, you know, they've gone and got clients from it. You think this is amazing. What a great lead magnet. You know, people are going to love this. I'm going to use ads to [00:02:00] grow my list with this lead magnet.

[00:02:02] Again, we're still making total sense here. Totally logical. Then you go and set up these ads and you know, you're getting really good lead costs and people are coming in, they're joining your email list and then you can't even look at the people coming in and you think, Oh, these email addresses aren't exactly what I'd expect to see.

[00:02:18] And many of them aren't quite the right fit maybe. And no, you're not really getting a huge amount more people follow you and you're definitely not getting any sales. So what gives? Why is the lead magnet that works so well with your warm audience, just not bringing in the right people when it comes to ads?

[00:02:35] Now the first thing people normally say to me is, I think the audience is wrong. I think the audience on my ads is wrong. Facebook is showing my ads to the wrong people. Now I'm not going to rule that out, like absolutely could be part of it. However, generally speaking, um, that's not the main issue. The main issue is two things, context and authority.

[00:02:56] So let's start with context. Okay. You've got to remember that people who are [00:03:00] seeing your ads have absolutely no context about who you are, how you help people. They have absolutely no context about you or your business. So let's just have a look at this lead magnet title again, five steps to getting more clients.

[00:03:14] What type of business could have that lead magnet? You could have a marketing expert could have that. A Facebook ad specialist could run that. Business coach, mindset coach, sales coach, copywriter, website designer, even probably a graphic designer. I mean, the list goes on. Literally so many different types of business could have a lead magnet.

[00:03:33] That's five steps to getting more clients. Okay. Now your warm audience knows what you do. They're in your world for a reason. So when they see five steps to getting more clients, and they know you're a sales coach, they know that the strategies in there are going to be related to sales. Okay? So, They have that context.

[00:03:52] Now, yes, we can add context into an ad. So, um, in your copy and on the actual graphic, we could maybe give a bit more, [00:04:00] um, context around it being for, you know, sales strategies. But fundamentally, if people just see the name of that lead magnet, and you're not Super, super specific in the ad. That's when it's going to be really generic and you're going to think you're doing great because you're getting these low lead costs and all these people signing up, but they aren't going to be people who are looking specifically for your solution.

[00:04:21] And that's really the biggest thing I just want to highlight here is that I would much rather a client has a higher cost per lead, but gets people into their world who are perfect for them. That has a much lower lead cost, but gets in a lot of people that just are not interested and kind of really clutters up your email list, clutters up your Instagram, everything just gets a little bit generic.

[00:04:41] Okay. So that's the first thing you've got to make sure that your lead magnet can stand alone and tell people what it is, who it's for, and what problem it solves without any context about you or your business. The second thing is authority. Okay. So the other key element that leads to [00:05:00] clients. is that people understanding that you are the right person to help them.

[00:05:04] Like you have the skills, you have the background, you have the knowledge, you have the experience, and they trust that you have the authority and you are the person to help them, okay? Now, the key thing really in our lead magnet is we need to make sure that we're sharing how you can help them rather than how like the service you offer can help them.

[00:05:23] So if we just break that down a little bit, we don't want to sell the concept of Facebook ads, for example. So I don't really want to be trying to convince people that Facebook ads are a good idea. Like, Oh, you should do Facebook ads because you know, it'll be really good for your business. And honestly, they're so good to make, you know, you could do SEO.

[00:05:39] Facebook ads are so much quicker. I don't want to be doing that. I want to be talking to people who are already interested in Facebook ads and then I want to be selling why they should work with me. Okay, so why is my approach better? I don't want to be convincing them that Facebook ads are a great idea.

[00:05:54] I know they're a great idea. I just want to show them why it's me they should be working with. And actually that is [00:06:00] one of the reasons why, um, this year I've developed my superfam system. It's so that I can articulate the, how I'm different, the reason I'm different to other ad specialists. I'm not interested in the cost per lead at the cost of everything else.

[00:06:12] I'm not interested in big budget campaigns for the sake of it, or setting up complex funnels that clients have no idea how to run without me. I'm interested in using ads to help clients build an audience of people who love them and will support their business and allow them to flex and grow their business over time.

[00:06:28] Okay. That's why I'm different. And that's what my superfan system does for clients. And if that's what you want, then I will want to convince people that they should work with me. If that's not what they want, if they want a high tech complex automated funnel, I am absolutely not the right person to work with.

[00:06:44] If they are only interested in Cospelid and growing a huge, huge email list without really worrying about whether they're actually going to get clients from it, then again, I'm not the right person. And if you're running a business and you actually need a client. So, now we've delved into why it's so important, and why it's so easy to get [00:07:00] it wrong, because believe me, I get it.

[00:07:01] I've been there, I've been there multiple times, and sometimes still I fall into these traps. It's so easy to do. So how do you get it right? I'm going to give you a little bit of homework here. I want you to answer these three questions when you're thinking about your lead magnet. And if you've got a lead magnet, then then use these questions as well to kind of assess whether it is actually a good lead magnet to use for ads, and it is going to be bringing clients into your business.

[00:07:24] So the first question is, who is my Goldilocks client? Now with my gold. Now what I'm talking about here is. We've got three types of people. There are people who are too early for your offer, for your services. So for me, for example, people are too, who are too early to run Facebook ads. Maybe they have a business idea, but they haven't actually started yet.

[00:07:44] Maybe they've only just started and don't really know who their ideal client is. Uh, maybe they're not ready to invest in ads yet. Okay. So I, I mean, I could go on, but like, those are some examples of people who are too early to work with me. They're just not ready for ads yet. Then there are people who are too [00:08:00] late to work with you.

[00:08:00] These are people who are beyond what your services offer. So for example, if someone wanted to work with an agency who had an in house copywriter, graphic designer, you know, email marketer, that's not what I offer. I don't offer that full service. Um, it might be business on that. Someone in their business every day of the week.

[00:08:17] That's not me either. So there'll be people who are too far on for your services as well. Then they're going to be the Goldilocks people who are just right. You can probably think of some criteria. So for me, you know, it's like roughly what kind of audience size would they have and how long have they been in business or how much money are they making a month?

[00:08:37] That's the kind of thing you'd be thinking about in terms of like who your Goldilocks client is. Okay. And I would think even if it's five to eight things, maybe that kind of describe your Goldilocks client. Now you might have more than one Goldilocks client. For example, like I have multiple services. I have like a DIY course, the audience builder course, and I also have their management and consultancy.

[00:08:56] Now they are for two very, very different clients. So what you're really thinking [00:09:00] about here is if I'm growing my email list, who is it I want on my list? So do I want to build a list of people who are potentially consultancy clients? Okay. Or do I want to build a list of people who are potentially going to buy my audience builder course?

[00:09:12] So for me, in terms of volume, I need to be growing my email list to sell my DIY course because that's where my volume comes from. In terms of sales, generally my consultancy clients come through word of mouth or having met me in person or a referral. So I don't really need to worry about lead ads and a lead magnet for them.

[00:09:29] So just have a think about that. The next thing I want you to think about is what is their trigger point for buying? Generally speaking, what you'll find with clients is there are a few different trigger points that make them think like, okay, this is a now problem to solve. I have to solve this problem and it has to be done relatively quickly.

[00:09:46] So for example, things that might be a trigger point for my clients might be, I've got a launch coming up in September and I realize I haven't grown my audience since January. I have to do ads if I know that I'm going to sell to some new [00:10:00] people in September. Or it might be, I'm the bottleneck in my business.

[00:10:04] Everything relies on me. If I try and take a day off, it means the whole business stops. I have to get some automations and some systems and some structure in place so that I'm bringing people into my world without having to be on stories or post on social media every day. So those are kind of trigger points for my client.

[00:10:19] We really need that to be a now problem and not like, oh yeah, well, it would be nice to do maybe in the future, something that I, you know, it's on my list. So you need to write down that trigger point, like really think about what those like maybe three or four trigger points are. And then the third thing is how can I use that information about my Goldilocks client and what their trigger points are, and how can I create something that gives them a small, actionable step that's easy to consume and leads them towards me.

[00:10:46] So for example, one of my lead magnets actually walks them through my system and shares with them how they take the first step in creating this superfan system. So what is some small thing they can do? I want it to be easy to consume. That's really [00:11:00] important. I don't want any Big eBooks, ultimate guides, um, hour long masterclasses.

[00:11:05] I want something to be super clear, simple, and easy to act in, but really making sure it's dialed in to your Goldilocks client and to their trigger point. So those are the three things I really want you to start thinking about in terms of a lead magnet. That is going to bring your ideal clients into your world and make them more likely to buy from you.

[00:11:23] Like we're building an audience here of super fans. We want them to really get what you offer. And by getting this lead magnet, right, that's how that's going to happen. Okay, I'm gonna stop now because I could just go on all day about this stuff. Um, I have no doubt I'll do a longer episode on lead magnets soon.

[00:11:37] Okay, so tomorrow's episode, I'm going to be sharing why the warm audience trap is the easiest content creation trap to fall into, but the really simple way to shift out of it. I look forward to seeing you then. Thank you so much for listening today. Before you go, if this episode struck a chord with you, I'd be over the moon if you could take a moment to rate, subscribe, and leave a review.[00:12:00] 

[00:12:00] Your words not only brighten up my day, but they are also the magic that helps others discover this lion hearted community. Again, thank you so much and I will see you next week.