When you generate leads properly, you learn something about them. You learn your prospects are dealing with back pain, or they’re interested in running their first marathon. But how exactly do you find this information out? Through using lead magnets.
A lead magnet is a small chunk of value given in exchange for a prospect’s contact information. A well-performing lead magnet will solve a specific problem with a specific solution for a specific segment of your market. You got it — specificity is so important that I mentioned it three times.
Specificity not only converts better, but it allows us to learn more about the leads we generate (and what they would buy).
For example, say you’re circulating an ad that says, “The four frustrating myths all busy women face that keep them struggling with flabby, weak arms, despite going to the gym. Download the report.”
What do we know about a prospect that opts into this lead magnet? Most likely they’re interested in discovering a more effective workout that can help them tone their arms.
Engage: When you know what someone wants using your specific lead magnet, you know exactly what to offer them. Now, by using an “engagement series” you can more easily get a new prospect to buy. For example, try sending out an email that starts like this: “Yesterday you requested my [insert Lead Magnet title], and I just wanted to check back in and see if you had a chance to [read/watch] it yet. More importantly, I wanted to make sure you saw this: [link to sales page].”
Depending on the price and complexity of the offer, you might continue this engagement series for a few days or a few weeks. In any case, some will buy and some will not. And those that buy may be ready to “ascend,” which is explained below.
Ascend: This is the key to creating a value loop. Broke fitness marketers make a single offer and call it a day when they get a sale. Wealthy fitness marketers maximize profit by making another offer, and another, and another.
Email marketing is the simplest way to automate this process. The goal of an “ascension series” is to sell more to existing customers. The key is to make a relevant upsell, because for every offer you make, there is some percentage of buyers that would buy more.
For every trial membership, some percentage will buy a full regular membership. For every group member, some percentage will buy private training. And then some percentage will take a nutrition consultation and also buy supplements.
Put the pieces together to create a value loop and let your auto-responder do the legwork.
So, what do you do when customers and prospects say “no” to an “engagement” or “ascension” email series? You change the conversation.
Vito La Fata is the founder of Fitness Profit Systems, a business dedicated to testing and sharing the most effective online marketing strategies that are working right now to help fitness businesses create maximum customer value optimization. For more information visit vitolafata.com.
