You Simply Must Be Able to Generate Leads & Convert Cold Traffic At Scale

A quick reminder that you need to make a decision as to what type of future you want to have.

It is your decision and yours alone. No one else can make it for you.

What This System Looks Like

There has been quite a bit of text and theory so far.

You probably understand the premise, but what does this system actually look like?

Here's a graphic as to how it works, and how it incorporates Paid Ads + Organic + Outreach + Partnerships.

I just want to show you this for now. There will be more on this later.

What Happens When You Start Generating Massive Amounts of Leads

Everyone on a basic level understands that more leads equals more clients.

That part is pretty obvious. It is hard to think of any possible situation where more leads led to getting less clients.

However, getting more leads means much, much more than getting more clients.

It literally changes every single part of your business and life.

If you were able to generate 1,000 leads per day, here is what would happen as a sequence of events:

Generate More Leads, Change Your Life

1. When you generate more leads, you have more options.
2. When you have more options, you become less "needy" and desperate.
3. When you are less needy, it is easier to sell to clients
4. When it is easier to sell, you convert a higher percentage and get more clients.
5. When you get as many clients as you want, you can be selective and you can avoid people who would become "nightmare clients."
6. When you get more clients, you will naturally get more referrals.
7. When you have more leads, clients and referrals, you will be able to charge higher prices due to supply and demand.
8. When you charge higher prices, you have a higher profit margin.
9. When you have a higher profit margin, you can afford to hire better and more competent people.
10. When you have smart, capable people running your business, you can spend less time working inside the business and more time on vacationing and building the business.
11. You can reinvest both your time and extra profit margins into growing the business.
12. When you reinvest in growing the business, you get more leads.
13. And, back to the beginning.

Create The Infinite Cycle

This is what I would call an "infinite cycle."

Although I have laid them out steps 1-13, it isn't a list that starts and ends. It is circular.

It repeats and repeats, taking you to greater and greater heights.

To Generate Leads, You Will Need Lead Magnets

You may have noticed in this picture that there are things called "Lead Magnets."

What Is a Lead Magnet?

A lead magnet is a marketing tool that generates leads by offering a long-form resource in exchange for a prospect's contact information. Lead magnets can take the form of ebooks, whitepapers, templates, guides, checklists, videos and similar downloadable assets.

Why You Need to Use a Lead Magnet

Offering a lead magnet makes it 100x more likely that someone will give you their contact information.

If someone doesn't know you, doesn't trust you, and doesn't like you, why would they just give you their email?

It wouldn't even make sense to do so.

You have to offer something in return, ie. the lead magnet.

There is no such thing in life as "something for nothing."

If you want people to give to you, you have to give to them.

You Need MANY Lead Magnets…Not Just One or Two

However, a lot of people will view this as just another task to add to the list.

They will make something, and then think "yay, I am done."

No. Unfortunately, you are not.

You Need The Entire System. Not Just Part of It.

Not only do you need to have a lead magnet, you need to have multiple. This is for several different reasons that we will get to in the following slides.

If you really want to generate 1,000 leads per day and make more money than you ever thought possible, 9 or more lead magnets is more realistic.

If that sounds like a lot, that is because it is. If that sounds like it will take a lot of time and effort, that is because it will.

This all goes back to making the decision.

You will either decide that you want to learn to generate leads and systematically convert cold traffic or you will decide that you don't want to and are happy with where you're at.

"B-Bu-But, Isn't Creating Tons of Lead Magnets A Lot of Work?"

Implementing this overall marketing system produces a "de facto moat" between you and others who provide the same service.

You will be generating new leads left and right, 24/7/365 with all your lead magnets, while your "competitors" will still be at the "this is a lot of work" stage.

This is a Good Thing

You need to reframe the idea that this being a lot of work is actually a positive instead of a negative.

The bar has never been lower in terms of work ethic and professionalism.

If it is a lot of work, it means your competitors won't want to do it.

If it takes a lot of time and effort, you will be one of the only one that actually does it (assuming you make the decision that you want to).

It is like they say, there is no traffic on the extra mile.

Everyone Has Problems

Everyone Has Problems

Every single person in your target market has problems. They probably have many problems. Your service solves one or more of their problems. That is why they pay you.

If you have a service, you are solving a problem. You may know what the problem is. You may not. Hopefully you do. There are many cases where people do not fully understand the problem they are solving, but we will get into that later.

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They Want Your Service…But That Creates Another Problem

Whether you want to admit it or not, your service might solve one problem for them, but it creates a new problem: the service has a numbers of steps/parts/problems that they need to solve in order to implement it. These problems are usually some form of knowledge, strategy, technical integration, set up, manual work, etc.

They Need Your Service. They Just Aren't Sold On You…Yet.

*They are aware that the solution you provide you offer exists and are interested in trying it out, but are not currently considering hiring you to do it for them. They may or may not know you even exist at this point.

Don't necessarily think "your service" as "you providing the service." Think of it more of as "the service you provide." Not your specific service, but rather the service as a concept.

Each Lead Magnet Solves One Problem

In addition to generating leads by getting them to give you their contact information in exchange for your free value, lead magnets serve another extremely important purpose:

Nurturing leads.

They move cold leads deeper into the funnel, each lead magnet pushing them closer and closer to becoming a warm lead.

They Don't Want to Do It Themselves. They Just Want to Be Sure You Know How to Do It.

Let's work with an example here.

If someone owns a consulting company and they are having trouble getting clients, they may come to the conclusion that a YouTube channel would be a great way to demonstrate their expertise and get clients.

Now, let's say that your service is "YouTube Growth." You help people grow their YouTube channels. You edit YouTube videos and help people get more views, more watch time and greater retention.

You provide exactly what they need.

They are doing some research and may possibly even trying to it themselves.

Their original problem was getting clients, and they started a YouTube channel to address that problem.

Their New Problems

1. They need to know how to set up their camera and lighting
2. They need to know how to create good titles
3. They need to know how to create good thumbnails
4. They need to know how to do YouTube SEO
5. They need to know how to edit their videos to maximize watch time
6. They need to know how to write a video description that gets the most clicks
7. They need to know how to set up their channel in terms of banner image, tags, playlists, etc.
8. They need to know how to read their analytics and make informed decisions
9. They need to know how to promote their videos off-platform and drive more traffic
10. They need to know the differences and subtleties between Long-Form and Short-Form content
11. They need help planning out scripts
12. They need help thinking of video ideas
13. They need help working on their pacing and speaking

In just 2 minutes, I thought of 13 very real problems that would be associated with starting a YouTube channel. A person would need to consider all of these things if they want to succeed on YouTube.

Make a Lead Magnet to Solve/Address All These Problems

What you need to is make lead magnets that they can download. Each lead magnet should completely solve one of these problems for them. That is the mindset you should take. You want to solve each and every one of the problems associated with your service until there are one left.

What you are doing here is demonstrating your expertise. You are establishing yourself as someone who is an expert and someone they can trust to help them.

Every Lead Magnet They Download Pushes Them Further Down The Funnel

With every single lead magnet they download and consume, they will automatically be pushed further and further into the funnel.

Cold leads will eventually become warm leads. Warm leads will eventually become qualified leads. Qualified leads will eventually book calls. Calls will eventually convert into clients.

This is why making tons of lead magnets is so important.

Imagine If You Only Made One Lead Magnet & Stopped

In this example, there are 13 problems created by starting a YouTube channel. If you only made one lead magnet, you would solve one but there would be 12 problems left.

This is what happens when you only create one lead magnet. They may appreciate it, but they still have 12 more problems. They'll probably forget about you.

When you only create one lead magnet, even if you solve it, you can think of it as the equivalent of a Google Search.

They signed up. It helped. But mentally, it is no different than searching for the answer on Google and finding it. It is a one-time thing. You don't remember the names of websites you've been to.

You've Now Lost This Person As a Potential Client

They are overwhelmed by how much there is to know and how much work is involved and now they are looking for help.

To them, you are no different than any of the other thousands of people offering YouTube Growth.

They can pick any one of you.

If there are 1,000 people with a similar offer, what do you think the chances are that they pick you?

Hint: not very high.

*Make lead magnets to solve EVERY SINGLE ONE of the problems associated with your service.*

How It Works As Part of the System

Let's go back to the main system visual again. We haven't been here in a while.

You will see Lead Magnets 1-9 in black there. This is where they are in the funnel.

You will promote each and every single one of them (or however many there are. There could be more, there could be less) via Paid Ads + Organic Content.

The goal is to get your target audience to download and consume each and every one.

The more lead magnets they download, the deeper they will be pushed into the funnel and the more likely they are to hire you.

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Each Lead Magnet Should Promote Another Lead Magnet

It should also be noted that each lead magnet should cross-promote the next lead magnet.

This is another great way to get people to download all of them over time.

In addition to simply promoting each lead magnet with paid ads and organic content, each lead magnet should promote the next lead magnet.

Lead Magnet 1 should promote Lead Magnet 2.

Lead Magnet 2 should promote Lead Magnet 3.

Lead Magnet 3 should promote Lead Magnet 4.

Lead Magnet 4 should promote Lead Magnet 5.

Lead Magnet 5 should promote Lead Magnet 6.

Lead Magnet 6 should promote Lead Magnet 7.

Lead Magnet 7 should promote Lead Magnet 8.

Lead Magnet 8 should promote Lead Magnet 9.

Lead Magnet 9 should promote Lead Magnet 1, and the cycle continues.

Recap

Lead Magnets serve several key purposes:

1. They capture leads. People trade their contact information in exchange for the lead magnet. Once you have their contact information, they become a "cold lead."
2. They nurture leads (move leads from Cold Leads to Warm Leads to Qualified Leads, etc.) Each lead magnet should solve a problem. If you solve people's problems, they begin to know, like and trust you. The more lead magnets they download, the more of their problems are being solved. The more problems are being solved, the greater likelihood they will book a call. The more calls you book, the more clients you will get.
3. They provide you with passive income and a way to monetize low-quality leads. Lead magnets also allow you to make money off the 80%+ of people who are not qualified for your service and never will be. They help you make money through affiliate marketing and from selling low-ticket products. We will talk about this in-depth later in this document.

How to Create Great Lead Magnets

Here is a four-step system that you can use to create great lead magnets. Follow it precisely.

The most important thing you MUST understand is that your lead magnets MUST be GOOD.

If you put out a bad lead magnet, it is actually WORSE than not putting one out at all.

If the lead magnet is bad, half-ass or doesn't solve their problems, they will never work with you.

Each Lead Magnet Has to Be a Complete Solution to a Single Problem

They keyword is COMPLETE.

You must create each lead magnet with the mindset that this should be the only thing they will ever need to become an expert on the particular problem the lead magnet is solving.

Make the lead magnets AMAZING.

The entire system depends on it.

An Example of a Group of Lead Magnets

Here is an example of a bunch of different problems created by trying to launch a newsletter.

The problems are at the top in black.

Below that in blue, you can see some lead magnet ideas that address each problem.

You will also see Products, Affiliate Links and Sales Mechanisms too.

We will talk about Products & Affiliate Links briefly on the next slide and in-depth in Part #3 of this system.

We will also talk about Sales Mechanisms on the next slide and in-depth in Part #2 of this system (coming up within the next few slides).

What Is Inside of Each Lead Magnet

Inside every lead magnet, you should have the following things:

1. The value portion that solves their problem
2. A link cross-promoting the next lead magnet to make it easy for people to download
3. Several affiliate links for tools people need to do your service. For example, if you did YouTube Growth, they may need some design tools, SEO tools, Title Tools, etc. You can make a lot of money getting people to sign up for SaaS with your affiliate links.
4. A short video explaining how to use the lead magnet. Don't assume it is obvious or self-explanatory.
5. A link to your case study or webinar or training funnels. Signing up and consuming these will push them deeper into the funnel. These are great tools for booking calls.
6. Links to low-ticket product(s) you are selling. In Part #3 of this document, you will learn how and why you need to be creating low-ticket products to sell to low-quality leads (who can't afford your main service, etc.) There will be more on this later.

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That's all for today, I hope you enjoy your weekend and get some time to recover and crush the week ahead.

Talk to you next week!

-Matt