[00:00:00] James Breese: Strength Matters Media, Video, Print,
[00:00:04] Josh Kennedy: Podcasts. Today, we're talking about unlocking fitness leads, which is a deep dive into lead magnets for health and fit pros. Lead magnets, something we have mentioned a lot, something that is really important. That's why we talk about them a lot, obviously. So once again, for anyone who doesn't know, anyone who hasn't listened, isn't aware what a lead magnet is, Andrew, could you start?
[00:00:25] By explaining what a lead magnet is and why they are important.
[00:00:29] Andrew Wallis: Absolutely. Um, a lead magnet essentially is something of value that we can provide to prospects in exchange for receiving something of value from them, which is their name and email address. So generally. popular lead magnets might be some form of PDF.
[00:00:48] So it could be a cheat sheet. It could be a checklist, a downloadable, uh, workout plan, nutrition plan and the likes. Or if you're more comfortable in front of video, you [00:01:00] might put together a video, a short video series on Um, the best five kettlebell exercises or, um, uh, mobility, a seven day mobility guide, a series of videos that you run folks through, and they can only access that by providing you with their email and name.
[00:01:19] So why
[00:01:19] Josh Kennedy: would. to develop a lead magnet because obviously we've got Facebook ads, Google ads, all sorts of stuff to grab people's information. Um, what would be the use of a lead magnet in that sense? Well, this comes
[00:01:32] Andrew Wallis: about, um, I have this conversation with, um, with prospects and clients, um, Not every day, not every week, but it crops up, um, a lot and my Facebook ads aren't working.
[00:01:46] What do I do? I'm not generating leads. I need, I need to increase my revenue in my, uh, for my studio, uh, for my, for my bootcamps, uh, for my, uh, group training classes. Uh, I need clients now and my Facebook ads, [00:02:00] uh, the, the, the, the, the costs are skyrocketing and I'm getting dummy emails and dummy phone.
[00:02:06] Numbers, et cetera, et cetera. And that's a common problem that we've been coming across. And we've reviewed the backend the last year at the process, the framework that we work our clients through here at Strength Matters, and yes, there's an element of advertising, meta ads, so Facebook and Instagram ads that we look at, but we recommend that that's done at a higher level for our, we call them our, our black belt members.
[00:02:36] Um, we, we, we have a belt framework from white up to, up to black, um, out the gate because there's costs involved in that and it's significant costs. It's a significant investment you've got to put into that, but you need to get the foundations in place. Our initial foundation is our website. Then we go into content and to drive people to our [00:03:00] website, that's where your lead magnet can come into play.
[00:03:03] Um, so that's where we start looking at designing that cheat sheet, that checklist, et cetera, but it's all dependent on the, what we call the traffic temperature of somebody, um, coming to you. This is where it
[00:03:19] Josh Kennedy: gets a little more complex, right? Obviously, because, uh, we've got different, uh, traffic temperatures, which I'm only aware of because you and James have talked about it a lot.
[00:03:28] From someone called Eugene, uh, Swartz, who's, what did you say? He was in a marketer back in like the sixties, was he, or
[00:03:34] Andrew Wallis: something? Yeah. Well, I had a, I had a look. Cause I remember reading one of his books years ago, and I would say, when I say years ago, I think it was like the 1990s. Um, and I had a quick look just before we went online.
[00:03:46] He was actually born in the twenties, but he became prominent in the sixties with writing. Uh, so it was the old copywriting style, but he's such a visionary that his. Content, [00:04:00] his philosophy, the fundamentals that he put in place still remain in place today. So certainly somebody to look out and to learn from on that, but he, he developed this concept, which I've known for a number of years now, and I've used it, um, successfully myself and with clients, but I hadn't attributed it to him because I was unaware that it was actually him that had developed it.
[00:04:28] But we have 3 primary temperatures and if you think of the traffic like system, you've got red, amber, green. Well, it's similar to that where we got red would be our cold prospects. These are people who are unaware of you, unaware of your business and more than likely unaware that they've actually got a problem.
[00:04:54] With the health and wellness, um, but, or they have [00:05:00] become aware that there's a problem, but they are there at this stage. They don't know that there's a solution to that problem. So, to be able to work with them, there's a certain. Uh, checklists or quizzes or tips, tips or sheets, swipe files, all of those types of things could be a great lead magnet for this person, uh, so that they can learn a little bit more swipe file is great question is, um, you see this with emails, it could be.
[00:05:35] Um, a collection of the best exercises or best workouts you've seen, or best, um, pieces of fitness equipment. So you've swiped ideas from different areas and you've compiled it all into one handy, um, um, checklist or PDF guide. [00:06:00] Yeah, or whatever, but, um, pretty good for, for cold. Then we've got a warm prospect.
[00:06:08] So they're problem aware. They're also finding out that there is a solution and you in their area are the provider of that potential solution. So they're more open to if you made the offer of, hey, come in for a free assessment. Then they're, they're not going to be resistant to that there because they've already, um, probably come by your website.
[00:06:34] They've seen you on social media. They might have heard you on a podcast. So when they see that you're offering a free assessment or a free session or whatever that might be, then they're more open to go. Yeah, you know what? I quite like the idea of that, but then you could also offer some guides or some ebooks, which is slightly longer in, in, in volume than a simple one [00:07:00] page checklist or cheat sheet.
[00:07:01] They're more open to wanting to read that because, as I say, they're aware of the problem that they've got and they're actively searching for a potential solution. And then the final bit is hot prospects. So we've got our hot prospects and their solution aware, and they're also now aware of your product.
[00:07:21] So they are, they've done their research, they've read some of your literature. They've, they've listened to you on, on a podcast or on, on a video or whatever it might be. They're just waiting for you to take them by the hand and guide them to the next logical step that you expect them to take. So that could be, hey, come in, let's get you into a paid.
[00:07:45] Workshop or into let's get you in for that consultation to sign up to our programs, or if you're not at that stage, it might be that you're putting on an actual sales. [00:08:00] You see these sales, uh, funnels. So it, rather than, uh, as we spoke about in our previous session where a previous episode where we were talking about lead magnets and, and funnels and marketing funnels, a sales funnel is more, Hey, welcome.
[00:08:18] We've got this new, um, new program we're launching. Here's the details. Here's how to sign up. So it's a direct sales approach as opposed to a, um, a, a more. It's a softer approach.
[00:08:31] Josh Kennedy: So, we might have people listening thinking, blimmin heck, Andrew, I haven't even got one lead magnet, never mind three different types of lead bangers for cold, warm and hot prospects.
[00:08:39] Where would be, where would be the best place to start, mate? You
[00:08:43] Andrew Wallis: know your audience better than we do. Uh, so look at, listen to what questions that they're asking, uh, particularly from your existing clients, but equally from potential prospects that may not have signed up from you for you. 'cause you'll get some key insights into, you know, what they're [00:09:00] looking for.
[00:09:00] But, uh, and that can help you, uh, build out a lead magnet that's relevant to your audience, but based on the cold, warm, and hot. I would, I would always is let's start at the base and have something cold, like a cheat sheet, a checklist, uh, something like that, uh, easy to put together. And I always use the, uh, analogy.
[00:09:20] I got this from Taki Moore, Sage, it should be short, it should be actionable, should be goal orientated, and it should be easy to consume. So gone are the days where we'll download a hundred page PDF, uh, and, and, and think, right, I'm going to read that. That just sits. On the hard drive never gets read. We want it actionable.
[00:09:42] So one page, three pages sort of maximum is, is, uh, is something that I'd be aiming for.
[00:09:48] Josh Kennedy: Fantastic. So there you go, guys, that is our deep dive into lead magnets, what they are and how you can use them. Um, please don't forget to rate, review and subscribe. And if you want help with your lead magnets or getting more clients and [00:10:00] patients, then booking for your free 15 minute strategy call with us by going to strengthmanners.
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