Meet Carol.

The other day, when the phone rang, she introduced herself as, “Hey I am a photographer.”

Susan on the other hand says, “My mission is to make you look beautiful on your wedding day, without you having to worry about a thing.”

Guess who gets more clients.

Specificity is the key. 

This applies to your brand, but also to your lead magnets.

A lead magnet is an invitation for strangers, to become a part of our sphere.

But how specific should a lead magnet be?

If you are a hard-core Direct Response marketer, you would go with something as specific as “Watch this case study about how we helped one of our clients increase their revenue by 153%”.

Now brand marketers might cringe at this title. 

It just doesn’t seem right…

It feels too pushy…

And more importantly, it does not go well with the brand…

I understand. In fact, I agree.

However, that does not mean that brand marketers get to create a lead magnet that is very vague. 

Let’s take a look at one more example.

 

Which of these lead magnets will perform better?

“Subscribe to our newsletter”

Or 

“Here our coaching services helped Pam, a developer from Chicago, to transition from being a generalist coder to a Salesforce Consultant?”

When J.K. Rowling puts out a book, it is well received by her raving fans, regardless of the title of the book. However, a brand that is new and looking to build trust, is much less likely to earn trust with a vague message.

You get to choose how specific you want to be.

But you can’t afford to be too vague.

Intro music credits: Dan O songs.

Meet Carol.

The other day, when the phone rang, she introduced herself as, “Hey I am a photographer.”

Susan on the other hand says, “My mission is to make you look beautiful on your wedding day, without you having to worry about a thing.”

Guess who gets more clients.

Specificity is the key. 

This applies to your brand, but also to your lead magnets.

A lead magnet is an invitation for strangers, to become a part of our sphere.

But how specific should a lead magnet be?

If you are a hard-core Direct Response marketer, you would go with something as specific as “Watch this case study about how we helped one of our clients increase their revenue by 153%”.

Now brand marketers might cringe at this title. 

It just doesn’t seem right…

It feels too pushy…

And more importantly, it does not go well with the brand…

I understand. In fact, I agree.

However, that does not mean that brand marketers get to create a lead magnet that is very vague. 

Let’s take a look at one more example.

Which of these lead magnets will perform better?

“Subscribe to our newsletter”

Or 

“Here our coaching services helped Pam, a developer from Chicago, to transition from being a generalist coder to a Salesforce Consultant?”

When J.K. Rowling puts out a book, it is well received by her raving fans, regardless of the title of the book. However, a brand that is new and looking to build trust, is much less likely to earn trust with a vague message.

You get to choose how specific you want to be.

But you can’t afford to be too vague.

Intro music credits: Dan O songs.