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.
Yesterday I mentioned "The Thread." That invisible line connecting your first ad or cold outreach to the moment a client signs a contract for the big thing. And when you're getting fewer sales for the "big thing", most founders think the solution is to simply add "more." More leads. More SDRs. More ad spend. But if your "Thread" is broken, "More" is just an expensive way to realise your system is leaking. I mean, if you've got a bucket with no bottom, throwing more water in the top isn't...
I’m starting the outreach for a new business venture today. Most people at this stage do the 'tactical' thing... They buy a list Hire a virtual assistant to spam LinkedIn asking for a call or promoting the offer And hope for a 1% reply rate. A huge waste of capital and time. With the new venture, I've spent the last week building out the architecture behind the offer. I’ve been mapping the 'Thread' that connects the first touchpoint to the final contract. Most businesses, even those doing...
I’m curious... What AI are you actually using? Or are you just "collecting" subscriptions? We’ve been debating this in GM+ lately because, frankly, the shine has worn off OpenAI for me. To give you some context, I’ve been an OpenAI power user since the start. But the 5.2 release? It’s woeful. I spend more time arguing with the "Custom GPTs" than I do getting actual work done. I guess they told it to stop being so sycophantic, now it's like a petulant little kid who doesn't like when you tell...