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.
You ever see those people who've been in the game for a decade plus saying stuff like... You've just gotta do this simple thing... It's easy when you do this... Do this to make money... ... and you think, well yeah, that's easy for you cause you've got... ... an established audience...... major reputation...... loadsa cash... A lot of the time, when someone starts to see success, they start to forget what it was like to grow something from scratch. How to get something from 0-1 with limited...
Ever feel like your offers should be selling way better than they are? You’ve got the audience. You’ve got the expertise. You even get people engaging, showing interest... Yet, when it’s time to buy? Crickets. You tweak your pitch.You try different angles.You wonder if maybe your price is too high. Nothing moves the needle. The worst part? You know people like what you’re doing. You see the DMs, the comments, the replies. So why the hell aren’t they pulling out their wallets? It’s not because...
Remember a couple of years ago where Neil Patel was everywhere? Log into Facebook... there's Neil. Check your LinkedIn... hi Neil. Scroll on Insta... Neil. Hell, if you Googled anything related to marketing, the fella was guaranteed to be one of the top 3. You couldn't get away from him. Neil was, and still is, the master of omnipresent marketing. Everywhere you went, he was there. And I've been looking at what I can do to replicate some of this. Why? Cause trust is often built through...