LEARN A QUICK AND EASY SYSTEM TO ATTRACT YOUR IDEAL TARGET CUSTOMER

Transcription

1 LEARN A QUICK AND EASY SYSTEM TO ATTRACT YOUR IDEAL TARGET CUSTOMER With Dave Dee

2 2015 Glazer-Kennedy Insider s Circle, LLC. All Rights Reserved. Published under the United States Copyright laws by Glazer-Kennedy Insider s Circle, LLC. No portion of these materials may be reproduced in any manner whatsoever (whether electronic, mechanical or otherwise and including photocopy, recording or any information storage and retrieval system) without the express written consent of the publisher. Any unauthorized use, sharing, reproduction or distribution of these materials by any means is strictly prohibited. Requests for permission to reproduce content contained herein shall be sent via to our Permissions Department via (support@gkic.com) or facsimile (312) This Presentation ( Presentation ) has been prepared by or on behalf of Glazer-Kennedy Insider s Circle, LLC and/or its affiliated companies ( GKIC ) for the purpose of setting out certain confidential information regarding GKIC s business activities, plans and strategy. References to Presentation include any information which has been or may be supplied in writing or orally by or on behalf of GKIC in connection with the Presentation or in response to any follow-up inquiries from the Presentation. This Presentation and the information contained herein are confidential. In addition to the terms of any confidentiality agreement you may sign with GKIC, by viewing the Presentation you agree that you and each of your agents, representatives, advisors, directors or employees (collectively, Representatives ) will not, and will not permit any third party to, copy, reproduce or distribute to others this Presentation, in whole or in part, at any time without the prior written consent of GKIC, and that you and all Representatives will keep confidential all information contained herein not already in the public domain and will use this Presentation for the sole purpose of familiarizing yourself with certain limited background information concerning GKIC and its business strategy, plans and activities. If you have signed a confidentiality agreement with GKIC, this Presentation constitutes Confidential Information for the purposes of such agreement. If you do not agree to the terms of this Notice, you may NOT view, copy or distribute any portion of this Presentation. While the information contained in this Presentation is believed to be accurate, GKIC has not conducted any investigation with respect to such information. GKIC expressly disclaims any and all liability for representations or warranties, expressed or implied, contained in, or for omissions from, this Presentation or any other written or oral communication transmitted to any interested party in connection with this Presentation, so far as is permitted by law. No representation or warranty is given as to the achievement or reasonableness of, and no reliance should be placed on, any projections, estimates, forecasts, analyses or forward-looking statements contained in this Presentation which involve by their nature a number of risks, uncertainties or assumptions that could cause actual results or events to differ materially from those expressed or implied in this Presentation. Except to the extent otherwise indicated, this Presentation presents information as of the date hereof. The delivery of this Presentation shall not, under any circumstances, create any implication that there will be no change in the affairs of GKIC after the date hereof. In furnishing this Presentation, GKIC reserves the right to amend or replace this Presentation at any time and undertakes no obligation to update any of the information contained in the Presentation or to correct any inaccuracies that may become apparent. This Presentation shall remain the property of GKIC. GKIC may, at any time, request that you and/or your Representatives promptly deliver to GKIC or, if directed in writing by GKIC, destroy all confidential information relating to this Presentation received in written, electronic or other tangible form whatsoever, including without limitation all copies, reproductions, computer diskettes or written materials which contain such confidential information. At such time, all other notes, analyses or compilations constituting or containing confidential information in your or your Representatives, possession shall be destroyed. You may be required to certify such destruction to GKIC in writing GKIC Page 2

3 CREATING A LEAD GENERATION MAGNET Welcome to this very special call about how you can create a lead generation magnet. Today we're going to be discussing what a lead generation magnet is, the purpose of a lead generation magnet, what should go into your lead generation magnet. We're actually going to spend the majority of time on that because most people miss this completely and thus render their lead generation magnets ineffective or not as effective as they could be. Then the third piece of the puzzle is exactly how do you go about putting together a lead generation magnet? We're going to be going over one example of exactly how to do that. WHAT IS A LEAD GENERATION MAGNET? Let's get started with the lead generation magnet. This was a term coined by Dan Kennedy many, many years ago and it refers to offering something to get someone to raise their hand and request more information. In the Magnetic Marketing System and Toolkit we went over many, many different types of lead generation magnets for both online and offline businesses, for both online and offline purposes. The major point of a lead generation magnet is to get somebody to raise their hand and say that, "I'm interested in what you have to offer. I'm interested in your idea and what you're selling." Really that goes into the whole conversation about lead generation. We want to get people who are interested. Because the reality is that the majority of people aren't ready to buy yet, so the majority of people who are going to see your marketing messages may not be ready to make a purchase at this time. However, they may have an interest in it and if you fan the flame of that interest over time, then you'll have a much better chance of closing sales. One big mistake that business owners make all of the time is they try to go directly for the sale. Most people aren't ready and therefore they leave a ton of money on the table because they're not capturing people who aren't quite ready, but at some point may be ready to buy their product or service GKIC Page 3

4 The lead generation magnet is designed to get those people to raise their hand and request something. What we're going to be talking about specifically on this call is requesting information because really almost any business can use information. In the Marketing course, there's examples from Gardner's Mattress, a guy that sells mattresses using information very, very effectively as a lead generation magnet. So that's what we're going to be focusing on in this call. DIFFERENT TYPES OF LEAD GENERATION MAGNET Let's talk about different types of lead generation magnets that there are. This is by no means the most comprehensive list. It is simply a list of lead generation magnets. The first thing are ebooks, ebooks are excellent lead generation magnets because of the perceived value of them. We're going to be talking about regardless of what your lead generation magnet is the different things that you need to have in it, all of the components. Whether it's an ebook or whatever all the other ones we're going to talk about, it doesn't really matter; you still need all of the components in it. So ebooks, something that someone can opt in for, request and download, make wonderful lead generation magnets. The second thing are white papers. White papers/special reports; depending on the target market that you're going to, the term white paper is more effective than special report. Now don't ask me a question about your market. You need to know that for yourself. In more technologically oriented businesses, a white paper seems to be very, very powerful, but white paper / free report, basically the same thing. This is shorter than an e-book and it gives very specific information about a very specific problem that someone needs to solve. If someone has a simple question like, "What is the best supplement I should take to lose belly fat?" that could simply be a white paper and you could go over the pros and cons of different supplements. The white paper is most effective when there's a simple solution or there's a simple question and the question can be answered very, very easily. The next thing are video courses. We have single videos and we have video courses. Those are two different types of lead generation magnets GKIC Page 4

5 Video courses are basically mini launches. For those of you who are not aware of the typical online launch sequence, there's a series of four videos. The first three videos are content based and set up the sale of a product or a service. The fourth video is the actual sales video. What a lot of smart marketers do is that they do their initial launch sequence and then they evergreen it. They put those videos online or keep them online and then drip them out. After somebody opts-in, they're getting an entire video training series of four videos. On day one, they get video one; then on day two, they get video two or on day three they get video two and so on and so forth. Someone opts-in to that sequence. Again, that's a much more sophisticated type of lead generation magnet, but it still works very, very well. Another type of lead generation magnet is a webinar or a teleseminar. I've used these very, very effectively for myself and my clients. You have people signing up to come to a webinar. They give you their name and address to attend the webinar. There is not a PDF ahead of it. There's not anything like that. The actual webinar or teleseminar is the lead generation magnet. It works very, very well. Another type of lead generation magnet is the single video. The single video is you're going to opt-in and you're going to get the secret to this one thing. For example, David DeAngelo from doubleyourdating.com had a thing that was called the Kiss Test. He was selling dating programs for men. How do you know when she is ready to be kissed? Then you would opt-in and in this case it wasn't a video but rather it was a single page that had information on it about, Here's how you know. Here are all the signals that you know when a woman is ready to be kissed. That could have easily been a video as well. It could be something simple. It doesn't have to be a complicated procedure. It could have been a video. In David's case it was a simple webpage with information on it. That is another form of lead generation magnet. Next we could go to the offline world and we can talk about actual books. In many markets there is nothing more powerful than a real book. I actually have a book called How to Turn Your Passion into Profits GKIC Page 5

6 That book was a lead generation book. Although it had really great information in it, it was really designed to sell my course, the Ultimate Information Marketing System which is now termed the GPS System, the Guided Profit System for Information Marketers. Again, the purpose of the book and the book design was to give valuable information, but it was also to set up the sale of my product. We're going to be talking about that because it's mission critical. Again, as I mentioned earlier, that's where most people go wrong. The next thing that you can do is a CD. Yes a CD that you would actually send in the mail. Now it could be a CD. It could be an MP3 but sometimes a CD is even more powerful than an MP3. The other thing you can do of course is deliver them both, so the CD could come in the mail. You can also deliver the MP3. Before I came to GKIC, before Dan Kennedy recruited me to be part of GKIC, I had a business where I did Done for You lead generation products. We followed a very, very specific format. I'm going to give you that exact format. By the way, people used to pay me five thousand dollars to create a CD and a PDF, to create their lead generation magnet. The exact same strategy I'm going to teach you on this call today. It works really, really well and is very, very powerful. So an actual CD you send in the mail can be effective. Then finally the long lost forgotten mini course. These were very, very popular a number of years ago. Basically what it is, is you're having someone signup for a seven-part series, a five-part series, a ten-part series, whatever it is series, where you're promising them a specific outcome, something that they're going to specifically learn. Then the s are delivered via an autoresponder almost like the videos that we talked about earlier. They get one on day one; they get two on day two, three on day three and so on and so forth. The mini course still is one of the most powerful and effective ways to create a lead generation magnet. Now why is this the case? Well because is one of the most personal forms if you do it correctly of communication that there is. You're appearing in someone's private inbox; if you do it correctly, you can have a very strong impact. If you write the s properly, people will look forward to reading them and get excited about it GKIC Page 6

7 The mini course positively still works. It's something that you should consider if you're good at writing s. Now just as a quick aside this is not a course on how to create an mini course; that could be something completely different, but just a couple of tips here... What you want to do is you want to write in a very personal, conversational way. That's number one. Number two you need to tell stories. It's got to be in the form of a story. Storytelling is one of the most powerful things that you can do in any type of marketing that you're doing because we, since we've been born, have been engaged with stories. So be a storyteller. The third thing to know when you're writing your mini course is to end each on a cliffhanger, end each individual on a cliffhanger. If you watch television and you watch shows like the Blacklist, which is one of my favorite new shows that's on TV, or State of Affairs or any good show like that, they always end the show on a cliffhanger meaning they tease you. They get you excited and then they stop the show and they say Next week, you're going to get the conclusion of this story. By ending each or "each episode" you could think of them as episodes on a cliffhanger, it compels people and gets them excited about opening the and reading the next part of the series, the next part of the . That's a list of different types of lead generation magnets that you can create. Naturally, there are more than that, but the truth is you don't need more than that. The idea here is not to collect ideas. The idea here is to implement and take action, so you don't need any more than I just gave you. CHOOSING WHICH TYPE Pick one of them, one that resonates with you and that's the one that you should create. In my journal here so I do a lot of journaling and I keep it written down. I want to share something with you because it happened to me when I was in a mastermind meeting that I belong to outside of GKIC GKIC Page 7

8 So I absolutely practice what I preach. I pay to belong to a mastermind group outside of GKIC. It's got nothing to do with them and I pay for it out of my own pocket because of the value it gives me. I just want to read something to you right out of my private journal here. It says, "I came to this realization sitting in the meeting," and it directly applies to what we're talking about and it directly applies to picking out what type of lead generation magnet you're going to produce and create. What I wrote was, "Do what I do best and make it excellent instead of trying to find better methods and better strategies that I'm already not excellent at." The example I gave myself and I'm literally reading from my personal journal here it says, "I'm excellent at writing s and not as good at writing long form PDF reports so I should write s and not reports." Another example "I'm excellent at selling via webinars, teleseminars or on stage and not so good at writing long form sales letters." Yeah I can write it but I don't like it. It's a struggle. Therefore, I should sell via webinar, teleseminars or on stage and in video and not write my own sales letters. The point is to stop looking for better ways and just do what you do best and get better at what you do best. If you're naturally great on audio, then you should be thinking about creating CDs and you should be thinking about creating MP3s. If you are a great writer, then you should be thinking about creating an mini course. If you're a great writer, then you should think about writing ebooks and white papers or writing an entire book. If you're awesome in front of a camera and on video, then think about creating video. Whatever your natural whatever you gravitate towards and that you feel confident in, that's what you should be doing. Now that doesn't mean you can't have other people take that content, for example if you've got a four part video course, and turn that into a book for you or an ebook for you or a special report. You certainly can. What I'm saying is focus on what your strengths are and go there GKIC Page 8

9 WHAT SHOULD YOUR LEAD GENERATION MAGNET CONTAIN? Now the next part is really important. The next part is about what your lead generation magnet should contain. What are the component parts of this lead generation magnet that make it effective? A really big problem that I see with a lot of marketers these days is that they've heard that content is king, move the free line, give away your best stuff for free and then people will buy from you. Well there is some truth in that but it's only the beginning of the story. You see you've got to go beyond kindergarten with this stuff. A lot of what the gurus are teaching you is kindergarten stuff. If you just follow that advice, and just give out your best stuff, why is anyone going to buy anything from you? Now they say the person will say, "Wow if he's giving away that can you imagine what he's going to give away in his course or in his product. If he's giving away this great information, can you imagine what it's going to be when I actually get the thing?" Again, there is truth to that; so it's true but also false. Because unless you put these elements that I'm about to discuss with you as part of your lead generation magnet, they never get around to wanting to buy your product or your course. Just giving them more information and giving them great information does not necessarily mean that it's going to instill the buying emotion, the desire emotion to buy what you're selling. That's the whole point of this whole exercise is to make money, is to put money in your pocket, is to turn these leads that you're getting into customers, into clients, into patients, into members. What are the key components that must go into your lead generation magnet? Well first, before you even start with that, you need to answer the question of what am I trying to sell? You need to answer that first. You've got to begin as the cliché saying goes with the end in mind, because everything is built from that GKIC Page 9

10 To take it a step further, to go even a little bit deeper now you know what you're trying to sell, so you've answered that question, well what is your offer? What is the offer you're making to sell the thing you want to sell? If I'm trying to sell a four-cd program, what is my offer to sell that four-cd program? What is the price? What is the guarantee? What are the terms? What is my offer that's going to sell the thing I want to sell? By the way, it doesn't necessarily mean that you're trying to sell a product. It doesn't necessarily mean that you're even trying to sell something in exchange for money. Selling means selling whatever the next step in your process is after someone gets your lead generation magnet. In many cases, it's not a direct sale. For example, if I'm an orthodontist, I'm not going to try to sell braces in my lead generation magnet. I'm probably going to sell, "Come into my office for an initial consultation." So that's what I'm selling. You need to be crystal clear on this what you're trying to sell and what the offer you're making is in order to try to sell the thing, whether you're selling something directly or you're selling an appointment or you're selling come into my restaurant or you're selling come into my store. You absolutely need to know what your offer is. Then you need to know what the outcome is that you desire. What is the outcome that you desire from this? Do you desire someone to call you to make an appointment? Do you desire that someone go to a webpage? What is the outcome that you're going after? What is the thing that you want to happen? That's where you've got to put a lot of thinking in with those elements. Because, if you don't put those elements in, then it's going to be very difficult to construct a lead generation magnet that is going to get you the results that you desire. Next piece of the puzzle is what does your prospect need to believe? What does your prospect need to feel about you, your product, or life in general in order to take the next step that you want them to take? What does your prospect need to believe and/or feel about you, your product or life in general in order to take the next step? Do they need to feel that you're an expert? Do they need to feel that you're trustworthy? What do they need to feel about your product? That's obvious. The one that may not be obvious is what do they need to feel about life? 2015 GKIC Page 10

11 Let's say I'm a financial advisor and I'm trying to sell this particular financial instrument. I need my audience to believe that taxes are going up. In order to sell this financial instrument, I need to make my prospect absolutely believe without a shadow of a doubt that taxes are going up. If I'm selling something about let's say I'm in the apocalypse business, I'm in the survival business. I need to make my audience believe that the end is coming near and they better stock up on all of this stuff that I'm selling. That's about life. What do they need to believe about you? What do they need to believe about your product, your offer and what do they need to believe about life? I'm going to add one other one in there. What do they need to believe about themselves? Well, in many cases, depending on what you're selling, they need to believe that they can do it. If I'm selling a course about how to make ten thousand dollars a month on the internet, they may believe me that I'm an expert. They may believe that the economy is going bad and that this is a great way for them to make some extra money. They may believe that my product works because I've given them proof that other people have done it, but they also have to believe that they can do it. They may have all of the beliefs that we've talked about before; but if they don't have that final belief that this is right for them, that they can do it, then the sale will not be made. What do they need to believe about themselves in order for them to take the next step, the thing that you want them to do? So we've got what you are trying to sell; what your offer is, what your outcome is; we've got what does your prospect need to believe and feel about you, about your product, about life and about themselves? The next thing is what objections do you need to overcome? What objections does your prospect have? What objections does your prospect have that you need to address in your lead generation magnet in order for them to take the next step? You've got to make a list of these objections and you need to cover them in your presentation whether it's in a PDF, whether it's an mini course, whether it's in videos, whatever, you need to overcome those objections. The keywords here are in order to take the next step. If it's to buy your product, well then you may have to cover all of the objections. But, if it's not, you only need to 2015 GKIC Page 11

12 handle the objections that they're going to be asking of themselves that they may be having in their mind as they're going through your lead generation magnet. You may not have to answer every objection to make the sale. Again, it depends on what you're trying to do, what the outcome is you're trying to get, but you need to make a list of all of those objections and you need to work them in to the lead generation magnet. The next one is really cool and really important. You want your lead generation magnet to set the buying criteria. In this you tell your prospect what they should be looking for when they buy, or when they think about buying a product or a service like the one you're selling. You set the buying criteria. Of course, because you're setting the buying criteria and you've positioned yourself as an expert, because you made them believe that you're an expert, then they believe that buying criteria. You're the only one that can fulfill that entire buying criteria. Sometimes you can make the buying criteria the entire context of the lead generation magnet. When I was a full time entertainer, when I had my entertainment company, I had a report The Seven Things You Must Ask Any Entertainer before You Hire Them for Your Next Event. That was the report that I created. I'm not sure if that was the exact title, I'm paraphrasing; it was many years ago, but it was close to that. So meeting planners, human resource directors who were my target market really would request this report. In the report, I would give them seven solid criteria. Now by the way this report was not blatantly manipulative. It gave them actual information on things that they should look out for, things that they should ask an entertainer. But one of the buying criteria that I set was you should make sure that your entertainer gives you a money-back guarantee on their performance. Well guess what, at the time in the market that I was targeting, I was the only one that gave a money-back guarantee. To this day, very few performers, very few entertainers have taken my lead and offered a money-back guarantee. Now my students have GKIC Page 12

13 Now what would happen is the meeting planner would get my report. They would read it and they would start calling up other entertainers and they would have my checklist, my buying criteria that I set. They go through, Do you do this? and the entertainer would say, Yes." Do you do this? The entertainer would say, "Yes." Do you do this? The entertainer would say, "Yes." Do you offer a money-back guarantee? "No, of course I don't offer a moneyback guarantee. No entertainer offers a money-back guarantee." "Oh, okay thank you." Click. I set the buying criteria. I tell them what to look for and I'm the only one that can fulfill the entire buying criteria. By the way, this doesn't work if you don't do all the stuff beforehand. This doesn't work if you don't answer the question What do they need to believe about me? If you haven't set yourself up as the expert, the authority and quite frankly a celebrity; if you haven't set that up then that tactic isn't as strong because why should they believe you? But if you're the authority, the expert, a celebrity, my goodness they absolutely should believe you. So your lead generation magnet should set up the buying criteria. The final piece that needs to be in every lead generation magnet is your call to action. What is your call to action going to be? You need your call to action to be crystal clear. What do you want them to do? Do you want them to click on a link? Do you want them to visit a website? Do you want them to pick up the phone? Do you want them to clip out the coupon that came with the lead generation magnet and bring it in on Wednesday at 5:00 for their free glass of wine and free appetizer? What is it you want them to do? Most business owners and entrepreneurs, when they create a lead generation magnet or they create something like this, they're really good up to the point of the call to action and then they wimp out. You need to be commanding and tell people what you want them to do. In most cases, you want a single call to action. That doesn't mean you can't have Click here to make an appointment or Call our office to make an appointment. It's still the call to action is to make an appointment GKIC Page 13

14 Although, in some cases, it has been shown that having a single call to action works better than multiple calls to action. By single call to action, I mean single call to action on a single offer, on a simple offer. You don't want to have people doing three things. Go to this website, check this out, then go to this and check this out and then it's too confusing. A simple straightforward call to action spelled out in excruciating detail so they can make no mistake and so that they don't have to think. The late Gary Halbert used to talk about if you want somebody to dial a phone number, you need to tell them to walk over to the phone, pick up the receiver, put it next to their ear, hold out their right index finger point it down and push these numbers. The point is you've got to make it very, very clear. Let's just do a quick review of what we've gone over together and then I'm going to go through a sample format for the production of a lead generation magnet. It's the exact format that I used when I was creating these for folks. The first thing is we talked about the different types of lead generation magnets that there are. Next we talked about what your lead generation magnet should contain. Again I'm going to review this because I want to make sure you have it. Number one is what is it you re trying to sell? What is your offer? What outcome do you desire? What does your prospect need to believe, feel about you, your product, life in general and themselves in order to take the next step? What objections will your prospect have that you need to cover during your lead generation magnet? What is your buying criteria and what is your call to action? CREATING YOUR LEAD GENERATION MAGNET I'm going to go over now how to create a lead generation magnet in the form of a recording. The procedure is basically the same. The actual procedural stuff is important of course. It's not as important as what we just talked about though. You can turn this audio into an ebook. You can turn this audio into a free report. The truth is you can turn the audio into an mini course. This is specifically for how to create a lead generation magnet which is going to be a CD and in our case a transcript. The easiest way to do this and the best way to do this is to first write down so you already know all this other information which is what we're going to layer in to this 2015 GKIC Page 14

15 template. So you've got to do the information we just talked about ahead of time and then you're going to layer into the template. Then what you're going to do is, here's the outcome that I desire. Here's what I know people want. I know what my offer is. Here's what I know they need to believe in order to buy the offer. Now what information do I need to give them in order so all of those things happen? What information do I need to give them so that they want the offer? That's why you've always got to start with the offer. You've always got to start with what the outcome is because you build backwards. You build the thing backwards. Most people do it the opposite by the way, they start teaching and then they figure out what the offer is. Well that's no good because the whole purpose of the teaching "segment" of your lead generation magnet is to set up the sale. That goes back to what I was talking about earlier when I said just giving out free content doesn't cut the mustard. The free content has got to set up the sale. You can't set up the sale unless you know what the offer is. What are the three to five things that somebody needs to know the information that they need that will make them want to buy the product or the service that I'm selling? Then you just write those down in the form of questions that you're going to answer. Just make a list of questions that someone would be asking you if they wanted more information about this certain thing. Let's go back to the financial advisor example. If I know that I need the people to believe that the economy is going to hell in a hand basket, one of the questions I would write is, "Well Dave why do you think that the economy is going to hell in a hand basket?" Then I could go and I could find the answer. I could get statistical proof. I could get stories. I can get all that kind of stuff to create the answer. All you're doing is your writing questions that you're going to answer about what your prospect needs to believe, what they need to know in order to take your offer. That's why it's so important to do that stuff in advance GKIC Page 15

16 You write down all of those questions. Typically you're going to have maybe with each one of those a maximum of ten questions. If you've got three chunks, there might be questions under each chunk. So if you've got three segments, three things you need for them to believe, there may be multiple questions under each segment. Don't get too caught up in that though; simply write down the questions they need to believe. Now remember some tips on the questions is if you're selling an information product in most cases you want to tell people what to do, but not how to do it. Remember, in order for them to get the exact steps they need to buy your course. They need to get involved in your opportunity. They need to do something. The second thing is, when writing these questions and doing the content section which is really the easiest section for most people because they know their stuff is you can give valuable but incomplete information that sets up the need for your thing. For example you can say there are seven things that you need to know, Obviously in this little report here I don't have time to go over all seven, I'm going to teach you two of them. Now what does a person want to know? They want to know what the other five are. When you get to selling your course, you promise them that they're going to get the other five. They're going to get all seven. The example would be, "Well Mr. Smith you've got a ten-step system for blank; obviously we don't have time to go into the ten steps but could you give our listeners a couple that they can use right away?" I'm going to tell you why I use that wording in just a second. Then finally, you want to answer questions that answer objections your prospects might have. Guess what one of those questions is going to be. One of those questions is going to be, What should I look for when I'm thinking about hiring a blank, when I'm thinking about buying a blank, when I'm thinking about choosing a blank? Then you answer that with guess what, your buying criteria. Then after you go through all of that, you then go on to describe the offer in detail that entices people to take the next step that you want them to take. This is where you're going to go over your offer. You're going to talk about price. You're going to talk about terms. You're going to talk about guarantee. You're going 2015 GKIC Page 16

17 to talk about specifically what they want; what they desire, the outcome that they're going to achieve. Or, you could simply tell them so if you're not selling directly in this piece, you can drive them to an online sales page. You can drive them to another resource. Let's say that you're sending the book in the mail. You're probably not going to describe the offer completely in the book because then you're going to have to change the book. You can always change the offer; it s much more difficult to change a book than to change the offer. You may simply be directing them saying, "Listen I've got something really, really important for you to read. It's in the enclosed red envelope. Make sure you take it and you read it right now because it is time sensitive." You can just tell them. You can just give them the next call to action. You don't always have to describe what the offer is. Now if you're for example a CPA and you're trying to get a new appointment, get an initial consultation, you probably are going to describe the offer, describe what they're going to get, what's going to happen when they come in. There's no real way for me to say it other than I just did. You need to decide whether you're going to try to make the sale, and by the sale I mean the entire sale, within the context of the lead generation magnet; typically you're not but you've still got to describe what the offer is. It may not be the final offer. The final offer they may have to go to a sales page. They may have to open the red envelope. They may have to come into your office but you've got to give them some description of what's going to happen when they do. Then the final piece of the puzzle is you do a call to action open the red envelope now; click on this link now; give me a call now; fill out this form now; fax this thing in now whatever it is you give them a strong call to action. PRODUCING THE CONTENT So now that you've got your script, how do you actually go about producing this? There are two ways to do it. The first way is to simply fire up your computer, plug in a headset microphone. I use a Logitech headset microphone and I use GarageBand because I'm a Mac user but you can use Sound Forge if you're a PC user or Audacity anything that you can record on with your computer and you simply go through your outline GKIC Page 17

18 You just talk naturally just like I'm talking to you right now. Now I've done a few bazillion of these kind of things. I'm talking from an outline. I don't have every word written out at all because I know my stuff and you probably know your stuff too. That's one way to go about it just talk and record. The second way to do it though and it's actually an easier way is to get someone who can ask you the questions. Now this person needs to sound professional; interviewing is a skill. If you know somebody who can really do a good interview, that's fantastic. If not, you can hire a professional interviewer really inexpensively to ask you the questions. Now I'm going to give you a gigantic tip. Let's say you can't find somebody locally or you don't want to find somebody locally; well simply go to Fiverr and you can find somebody who will ask you ten questions. They will record the questions and then all you need to do is have someone else also on Fiverr edit in your answers. That way you're getting the illusion that someone is interviewing you. By the way don't be editing it yourself, no need to. You can get somebody to do it for five, ten bucks, twenty bucks. Don't edit it yourself. That's it. How do you open this recording? Hi this is Dave Dee and thanks for requesting this special report titled [blank]. In this, you're going to discover, then you're going to talk about the three things that they're going to discover. Now the question you might be asking is why should you be listening to me? Well let me just tell you a little bit about myself. Great so now that you know why you should be listening to me let's get into the three things that you need to know. The first thing is and then you go into the content. Now this is going to be obviously a call you want to listen to again because I'm literally giving you the format right now and the transitions. The first transition was, So now that you know a little bit about me let's get into the three things that you need to know to get blank result that you want to get. The first thing is this. Now a lot of people ask me this question. Dave why do I need to do this? Well let me give you the answer. That's another way to do it just the way I just said it right there. If you don't want to have the interview format, it can simply be, A lot of people ask me this question. Now another question I commonly get is third question GKIC Page 18

19 Now all you're doing is reading the questions. If you're doing it in the interview format, you've got the guy interviewing you and of course the interviewer is going to do the opening. Now you've got the thing done, it's recorded, what do you do with it? Well you get it edited. You clean it up a little bit, but remember good enough is good enough. Don't try to make the thing perfect. No one cares if you hem and haw and say Ah. None of that matters. Don't get hung up on that. It doesn't have to be perfect. I remember the first information product I ever created this is before I knew anything about information marketing I went into a professional studio and paid a ton of money and had them cut out any little mistake I made so it sounded perfect. What a waste of time and a waste of money; just make it good enough. Now you've got this bad boy. What are you going to do with it? Well the next thing you're going to do is you're going to send it to a transcriptionist. There is a bazillion transcriptionists online. You can find them and find somebody on Fiverr who will transcribe it for you. Now you have got an audio recording and you've got a transcription. There's a couple of things that you can do at this point. One is that you can just keep them as a PDF and an MP3 and that's your lead generation magnet. Somebody comes to your site, opts-in, requests this and they can instantly download it. The second thing is you can turn it into an actual CD and an actual report. You put a nice little cover on it. Again the cover can be designed at Fiverr and you send that out in the mail or you do a combination of both of them. Now you've created an audio and a printed lead generation magnet. It's really that simple. If you're creating a book, you take what I just gave you and you just expand upon the stuff that I've already told you. That's all it is. Don't make it harder than it is. Those are the steps to creating a powerful lead generation magnet and now you know how to actually create a lead generation magnet that sells and that will help you get the results that you desire GKIC Page 19

20 I truly hope you got a lot of value from this. I strongly encourage you to listen to this again but most importantly implement it, implement it, implement it. Take imperfect action. Get these lead generation magnets done. Get your first one done. Get it out there. Start promoting it. Follow the course. Remember nothing that we teach here is based upon theory. It's based upon stuff that has worked over and over and over again. It will get you results if you work the system GKIC Page 20