Why just one lead magnet doesn’t work

Do you ever wonder why grocery stores print out an ad each week with dozens or hundreds of deals? Ever consider why a car dealership has more than one model car, truck or van? Maybe you’ve never looked at the hundreds of Post-Its available at Staples and wondered why 3M produces so many. I have, but then again I’m a nerd.

The reason for all of these business choices is simple: different customers will be attracted by different things.

Those grocery store ads use discounts and deals as lead magnets – their goal is to get you in the store, because as soon as you step inside to get chips and soda for the Super Bowl they know you’re more likely to keep doing the rest of your shopping there.

So why do they also advertise for flowers, organic produce, frozen pizzas and their deli sandwiches?

Because the grocery store understands what many online business owners do not: you need multiple lead magnets to attract more clients.

Here are 3 common mistakes that entrepreneurs make with their free offer

Mistake #1 – Only having one client profile

It’s true that most businesses serve multiple types of clients or the same type of client in different stages of life or business. But that doesn’t mean that each of your clients has the same exact needs.

For example, if you’re a nutritionist your ideal clients may already know how to cook brown rice and quinoa so if that’s your only giveaway on your site they may look elsewhere. Adding a second free offer, like your favorite recipes or a sample weekly menu, can bring in leads who need more than the beginner info.

Mistake #2 – Only thinking about one problem

It’s great to focus, sure, but it’s likely that your clients (as a whole) have more than one issue that’s keeping them up at night. If you just focus on the problem you think is most common, you’re not positioning yourself as the solution.

This is especially prevalent among coaches. For example, if you’re a stylist, your clients may have difficulty shopping. But they may also need a dose of self confidence when it comes to trying on clothes or support picking out a photographer for their upcoming photo shoot. By addressing several of the common concerns you become the comprehensive solution.

Mistake #3 Never ever updating your free offer

Anyone who tells you a 10 or 5-year old free offer is “still good” is probably trying to convince themselves of that fact. The truth is that business evolves and changes constantly and we as people do as well. Your free offer should get polished, or at least updated with follow up messaging and resources to reflect changes in the world. If you’re not sure this is necessary, run it by a trusted friend in your industry and ask if your leads are still attracted to this offer.

For example, maybe you spent months choosing the right logos and title, scripting the perfect offer and put in considerable time to prepare it for your audience. You don’t need to throw all of that away if some of the content is outdated. Simply re-write or re-record the sections that need updating and keep the rest of what’s working. Or update and revise the graphics so the photo actually looks like you look and matches your current branding!

Action Step if you don’t have a free offer on your site: start thinking today about what your ideal clients need to know to help them address and overcome the problems you can uniquely help them solve.

Action Step if you DO have a free offer on your site: review your free offer and make sure it’s still relevant. Begin revising or creating a second lead magnet for other questions or concerns your ideal clients usually have.