One Move To Explode Your Lead Flow

January 08, 2024

Hey.

It’s me again.

Today I wanted to email you about something that happened the other day with one of my clients. 


For a few years before we worked together, he had always struggled to sell his product. 


No matter what he tried, people just didn’t want it. It was kinda like trying to sell broccoli to a five year old. 

Like yeah, it’s valuable, but do I want it?

So for the longest time he was considering if his business was even viable. 

Kind of a big deal if nobody wants your stuff right?

But then, we implemented something that 5x’d his positive reply rates on cold email. 

I call it a ‘Lead Magnet Offer.’

Now, you might have heard of a Lead Magnet, and you might have heard of an Offer, but the combination of the two is where the magic happens. 

The Lead Magnet Offer is a Done-For-You offer specifically aimed at creating the maximum number of customers, which means it usually has lower friction to get access to, in order to make more people interested. 

This absolutely EXPLODED the lead flow. I think they got over 250 leads for the month (they were used to zero).

The key:

It is extremely low in activation energy and high in value. 

Meaning it is incredibly easy to engage with and/or get started with, and it doesn’t take much convincing to engage with, and it is a low level of commitment. 

Think of a front end offer like a coffee. 

People already buy coffee, it’s 5 dollars, and most people love it. 

You go to the store for the coffee, and then some people end up buying a cookie for your girl and some muffins for your kids. 

Not everyone buys the extra stuff, but everyone gets the coffee because it’s so low friction.

So you can give away this Done-For-You offer for free or for very low cost, and a percentage of people that take the offer will turn into paying clients.

  • More people engage with you i.e more sales conversations

  • Build good will in market

  • Instill the law of reciprocity (you do something for them, they feel obliged to do something for you)

  • Start out relationships with cold prospects with a positive frame, rather than triggering sales resistance

Examples of great Lead Magnet Offers:

  • Jeff Bezos scratched the marketing budget to give away free shipping

  • Dollar Shave Club: 

    • Gained fame with low-cost subscription model for razors and other small products. Initial offer was a razor for a few dollars a month, which attracted a huge customer base, and then they sold a tonne of other products once they had established a distribution network from their customers. 

  • B2B Lead Generation:

    • Personalized market report

    • Whitepaper

    • DFY setup for free or at cost

    • CRM audit

  • Software tool:

    • Live demo

    • Audit of whatever process you assist with

    • Do the process for them for free -> Here is how we automated it

    • Or you might offer to pay them $200 if they don’t get

Use this concept to explode your lead flow.

Trust me. 

Catch you tomorrow. 

Leo