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.
Yo! I'm taking a little break from emailing from tomorrow thanks to Christmas. If you're also celebrating, I hope you have a good one. But, before I go, I wanted to ask a Q that's heled me analyse what I'm doing and, more importantly, what I will be doing in 2026. That question is... "Are you aiming high enough or thinking big enough?" Cause I know I haven't. 2025 has been a hard year for so many people running businesses. Sales are down. Resistance is up. Stress is higher than ever before....
Yo, I recently shared this in GM+ (you can join us here for more convos on these topics), but also thought it might be useful for anyone who's thinking of testing ads for the first time, or growing to different platforms in the new year. ----- Wanted to share some of the things I’ve been working on with ads recently. This might be a long one. A little background. A couple of months back, I wanted to see if I could move some ad spend over to Google properties. A few reasons... Google has a...
This is the final note before I stop mentioning The Monthly Offer System this year. We're almost at Christmas and, right now, my focus is gonna be on family stuff and trying to relax a little. So, this is the final email I'll send over this. If you want a clear system for... Knowing what to sell each month Activating buyers consistently And making high-ticket sales easier The Monthly Offer System is available now. It’s $47 for lifetime access. No subscription.No obligation to buy anything...