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! What if you’re sitting on a goldmine right now… and don’t even know it? One way to tell? You have expertise in something… …yet you don’t have a premium offer out there yet (meaning an offer priced at $1,000+)... Look, I've always said you make the real money with the high-ticket offers. A lot of folk have the reach, but they're not building towards that big ticket item and so they're leaving so much cash on the table. And it’s understandable to be in that position. Traditional marketing...
Yo! So I mentioned a while back that I want to move all my advertising to YouTube as I think it's a channel with a better future than Meta. This is kind of a good news / bad news situation. The bad news is I made exactly $0 from my YT ads. I wanted to see cashflow climb back up again so I jumped back into FB ads. The good news? I spun up a quick campaign with a small budget of £20 / day to test thw waters. After £100 in spend, I made over £300 back. Not too shabby. These ads were written by...
Yo! Have you noticed how complicated business advice has become? If you want to grow revenue, you’re told things like: "You need to post across seven accounts 4 times per day with perfectly optimised content." "Your content strategy must include blogs, podcasts, videos, and daily social posts." "You need to master SEO, email marketing, paid advertising, AND social media." With each new recommendation comes the stress and frustration of another item on your to-do list… another skill to master…...