I've spent ~10 years helping digital brands grow. I share what I know and what I'm experimenting with in this newsletter.
Free lead magnets are cutting your growth by 2/3rds
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I've completely stopped creating new lead magnets for my business. Why? Well, I could go over the same old ground and once again hammer you with the messages of...
But, there's another reason. One which is - in my opinion - more important and underpins the other two. In fact, this underpins the entire success of your growth strategy. Look, running ads or paying for any marketing for your business comes down to one thing. The economics. If you have to spend $100 to acquire a customer then you need...
It's not rocket science. It all comes down to getting that investment back ASAP and then increasing the LTV to turn a healthy profit. Free lead magnets make this three times harder. Let's say you have a free lead magnet that has a 30% opt-in rate (the average CVR), and the thank you page is a self-liquidating offer. You're paying an average $3 per click for your ads. Which means you're now paying $9 per view of your paid offer. That free lead magnet filter is tripling your...
And this is all assuming that the free lead magnet is a perfect tie-in with the paid offer. If there's a mismatch here, you can expect even lower CVRs on the paid offer. There was a time when this approach worked. When ads were cheap and people were more receptive. But that time has passed. Efficiency is the name of the game now, and the most efficient method of running ads is to look at how you can get that payback period as short as possible. You do that by putting the paid offer at the front, and not hiding it behind a free lead magnet. Pete "paid offers up front" Boyle P.S. - If you're questioning how you can run ads direct to a high ticket offer - you don't. You create a small offer that identifies buyers and then ascend them to the HTO. I teach you how to craft that initial offer in the $1 Product Challenge. |
Growth Models
I've spent ~10 years helping digital brands grow. I share what I know and what I'm experimenting with in this newsletter.
Was chatting on the GM+ call yesterday (you can join us for those here) and we got into the details of attracting higher-level clients by standing out from the competition. The kind of clients who will… Pay you higher fees See you as an advisor, not just a tactical implementor Listen to and value your feedback and advice to them And if you get in early enough, maybe even be open to you taking some equity These are the dream clients we all want to work with. They’re less hassle, better payers,...
I’m reworking a bunch of offers and ideas at the minute. And I’d love some feedback on what you’d find most valuable and useful. First though, I’m gonna explain the reasoning behind this little shift - I broke this down in detail in GM+ recently, but want to expand on it a little here. So I’m looking to create 12 offers so I can easily promote one per month to the email list. An easy cycle where, every month, we can offer something that helps people grow their biz. Also, these will double up...
I’ve lost the battle, but not the war with building custom AI Agents to create assets as products. I just can’t get it to replicate the same kind of output as the Custom GPTs. I’ve recorded a video below, but I’ll kick off with the difference in one area of one of these AI Assistants. So, for the $1 Product Strategy Advisor Custom GPT, the output for each stage is like the below… “1. Front-End Offer – $1 Title: “Client Magnet Scripts” What it solves: Freelancers struggle to start sales...