Sometimes you have to hold your nose and dive in.

I get it. You’re a professional. You have pride in the results you get and that you don’t want to promise short-cuts.

There’s enough crash diets and get rich quick schemes that don’t get people anywhere, and you want no part of that.

But you need to take a look at the rest of the market, where the money is flowing, and realise that being exceptional makes you an exception.

Most people want the shortcuts.

So, I’m going to propose something that might make you feel a bit nauseous.

You should give it to them.

Your lead magnet should be exactly the shortcut they’re looking for.

But with one big caveat.

This is ok as long as:

a) The shortcut has an effect.
and
b) You can add things to the shortcut that give them the full and complete result.

Here’s how I do it.

I know that when it comes to building an email-based business, there are a couple of things that people believe are the **only** thing keeping them from a life of working an hour a day from a hammock whilst sipping margaritas.

– The perfect landing page.
– That ONE headline on a landing page that will flip tyre-kickers into buyers.
– The email capture pop-up that will 10x your sign-ups

So, if that’s what’s going to get people on my list, I’ll give it to them.

Here’s my cavet.

None of this things will hurt them.

All of these things are good ingredients of an email strategy.

But none of them are the full recipe.

The temptation is to sell your full process as a “better” solution than the competition. But that isn’t going to engage them.

They aren’t ready for that yet.

So, I use the following recipe:

“Here’s X that will get you a quick result.”

(Then after you have opened up the conversation.)

“X will get you a result, but it will only get you so far.
To get all the way, you need Y and Z.”

Y and Z are the basis of your first paid product.

So don’t be embarrassed about selling “the one thing” on the front end to build your list.

As long as “The one thing” is a part of “The complete solution.

I have one more thing to share about lead magnets tomorrow that doubled the conversions of one of my landing pages.

Before then, have a listen to your market and find out what’s the one thing they think will make a difference for them.

Stephen Pratley
Copy & Conversion Consultant
The Conversion Co.


c/o The Conversion Co., 2a The High Street, Thames Ditton, KT7 0RY, United Kingdom
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