That line is more than a famous quote from Oliver Twist – it’s also the feedback we received over and over from those who have read 16 Ridiculously Simple Ways To Get More Email Subscribers in Less than 5 Minutes.
This feedback from readers wasn’t due to the clever title. It wasn’t due to the writing. It wasn’t even due to the devilishly-handsome author who wrote it.
No, it was because the article addressed a dire need:
Blogs and businesses – big and small, new and old – need email subscribers in order to survive.
Today, we’re going to expand upon one of the tips mentioned in the aforementioned article. We’ll discuss why lead magnets are so gosh darn effective at growing your email list, and we’ll offer three examples with step-by-step instructions.
By the time we’re finished, you’ll be able to create an enticing lead magnet in less time than it takes to drink a cup of coffee.
Ready? Let’s get started…
Why Lead Magnets Are So Effective
The BaconMaster 7000 sounds pretty amazing, but you’re just not ready to buy. Then you discover it comes with a free set of steak knives. “Sold!” you shout, startling your spouse, while searching for your wallet.
Sometimes, people need a little nudge.
That’s why car salesmen will throw in a year’s worth of maintenance. It’s why pizzerias will entice customers with free bread sticks. They know you’re interested, but you need a push. So, they sweeten the deal.
Lead magnets (or giveaways, content upgrades, ethical bribes, or whatever you choose to call them) work the same way.
You know your email list has a lot to offer readers. And you know the fact they’re visiting your blog, website, or landing page means they’re at least somewhat interested. You’re just sweetening the deal by offering a lead magnet.
“Not quite ready to join my mailing list? What if I threw in a free bonus…”
Ah, but what free bonus to offer?
Let’s look at three types of lead magnets and walk through the steps in creating them…
1. The Free Backstage Pass
Velvet ropes intrigue us.
We’ll see an establishment with velvet ropes and a guard who is restricting access, and curiosity will get the better of us.
“Why can’t everyone go inside? Do you have to be special to gain access? I WANT TO BE SPECIAL!”
It doesn’t matter if the ropes and guard are in front of a dilapidated building currently on fire, we’ll desperately want to be members of this exclusive club.
I’m exaggerating, of course, but you get the idea. We all want to be included. We all want to sit at the cool table.
Smart bloggers, businesses, and entrepreneurs know how to tap into this common desire to be included. One ingenious way they do it is by offering private group memberships to those who subscribe.
That’s how Mary Fernandez entices people to join her email list.
Mary runs a popular mastermind group on Facebook for bloggers and entrepreneurs. Want to join? Sorry, it’s invitation only. Want an invitation? Easy! Just subscribe to Mary’s email list.
Not only is this an excellent method for enticing readers to become subscribers, it’s particularly effective at ensuring subscribers stay subscribers.
After all, a person is far less likely to unsubscribe from your list if they’re able to consistently interact with you in a group or forum.
Here’s How You Do It
Step 1: Create a Closed Facebook Group
After logging into Facebook, find “Groups” in your navigation menu and click “Create Group.” The following window will appear:
Pay particular attention to the “Privacy” settings – make sure you choose “Closed” or “Secret.”
For your Facebook group to be an effective lead magnet, you need to restrict access to it.
Step 2: Prominently Display Your Lead Magnet
Now that your closed Facebook group is created, it’s time to let people know about it.
Everywhere you have an opt-in form for email signups (after articles, in your sidebar, exit-intent forms, etc.), advertise your new lead magnet.
Mary promotes her mastermind group through a dedicated landing page:
Step 3: Send Instructions to New Subscribers
Once someone has subscribed, it’s time to tell them how to join your Facebook group.
Using your preferred email marketing tool (AWeber, MailChimp, etc.), create a welcome email. This is the email that’s sent as soon as someone joins your email list.
(If you require double optins, this email will be sent once the subscriber has confirmed their email address.)
This email should be upbeat. It should be welcoming. Most importantly, this email should let subscribers know how they can join your Facebook group!
Naturally, the more popular and active your closed Facebook group, the more enticing it’s going to be for prospective subscribers.
This makes this particular lead magnet less passive than others (you can’t simply set it and forget it), but as Mary can attest the upside is definitely worth it.
2. The Free PDF
You’d be hard pressed to find a lead magnet more common, varied, or effective as the good ol’ PDF file.
In 16 Ridiculously Simple Ways To Get More Email Subscribers in Less than 5 Minutes, I told you about PrintFriendly.com – the online tool that allows you to quickly convert your articles into handy, easy-to-print, PDF files.
But, as one OptinMonster reader pointed out, Print Friendly isn’t perfect:
The good news is you have options!
Web2PDF is one alternative. Like Print Friendly, Web2PDF allows you to enter the URL of your blog article and convert it to a PDF file with one simple click.
It’s easy, free, and requires no software to download. Of course, also like Print Friendly, Web2PDF will have its quirks.
So, if you prefer a more hands-on approach, give your favorite word processing program a try.
Here’s How You Do It
Step 1: Copy the Article You’d Like to Convert
Go to the article you want to convert to a PDF file and highlight the text and images (if applicable).
Once your content is highlighted, you can copy it by holding down the “Ctrl” button while clicking the letter “C” on your keyboard.
Step 2: Paste Copied Text Into Word Processor
Open Microsoft Word, Apple Pages, OpenOffice, or any word processor that allows you to save documents as PDF files. (For this example, I’ll be using Microsoft Word.)
Paste your copied text into your word processing document.
There are several ways to accomplish this, but holding down the “Ctrl” button while clicking the letter “V” is a long-time favorite:
Step 3: Format the Text
As you can see in the screenshot above, your article won’t look very pretty at first. You’ll need to format it.
If you have any images, you’ll want to wrap them around your text. You may want to change the font family or size, too.
After another tweak here and another tweak there, your article will begin to look polished.
Step 4: Save as PDF
Go to “File” in your menu navigation. Find and click “Save As.”
Where you choose to save your file and what you choose to name it aren’t nearly as important as the “Type” you choose to save the file.
Click the options for “Save as type” and scroll until you see the “PDF” option:
Click the “Save” button.
Congrats! You now have a handy-dandy PDF to offer as a lead magnet to prospective email subscribers.
3. The Free Email Series
Too many bloggers, businesses, and entrepreneurs believe a lead magnet has to be “epic” in order to be successful.
Ready for a harsh truth? A 1,200-word eBook can be just as effective as a 10,000-word tome at enticing readers to subscribe. In fact, it’s usually more effective. Why? Because big lead magnets can feel overwhelming.
“I’ll never read all that,” potential subscribers will think to themselves. But a compact, easily-digestible opt-in bribe? That they can handle.
This is why email courses and series are such effective lead magnets – subscribers know they won’t be overwhelmed. Once a day or week for x-number days or weeks, they’ll receive a content-packed email that will inspire them, entertain them, or teach them something new.
The good news? Putting together an email series is ridiculously easy.
(Note: To create an email course or series, you’ll need an email marketing service that offers automation capabilities. For this example, I’ll be using AWeber.)
Here’s How You Do It
Step 1: Create New Follow Up Message
After logging into AWeber, go to “Messages” in the navigational menu and select “Legacy Follow Up Series.”
Click the “Create a Message” button.
You’ll be given a few different options. Do you want to create a simple plain text message? A HTML message? A custom email message using a pre-built template?
For this example, I’ll choose the “HTML Editor” option.
Step 2: Write Your First Email
Your options here are only limited by your imagination! How big and custom do you want to go?
You could write an entirely new, never-before-seen piece of content, or you could copy and paste something you’ve previously published (but would be brand new to subscribers). The choice is yours.
For this example, let’s create an email series that repurposes already-existing content.
As we did with our previous PDF example, we’ll select a popular article from our archives. Highlight the text, copy it, and paste it into your AWeber message:
Depending on your content, you may want to add an introduction to the beginning of your AWeber message. Welcome the reader and tell them what to expect in the days or weeks to come.
At the end of your message, let your readers know when they should expect your next email. Once you’re ready, click the “Save & Exit” button.
Now that your message is saved, it’s time to automate it.
Next to your newly-created message, click the “Send Options” button and select “Add to Follow Up Series.”
Next, you’ll see the following window:
Here you’ll be able to set the interval. How many days after your “welcome” email (the email your subscribers receive immediately after joining your mailing list) do you want to pass before readers receive this first email in your new email series?
For this example, I’ve set the interval for 7 days.
You can also choose the delivery window. Only want your emails to be delivered on weekdays? Only want emails delivered between 8 AM and 5 PM? Only want emails delivered on Saturdays at 3 AM? You can make it happen!
Once you’re finished, click the “Add to Follow Up Series” button.
Congrats! The first message in your email series lead magnet is configured and ready to go.
Step 3: Write Additional Emails
Now it’s time to repeat the steps above and create additional emails for your series.
How many should you create? That’s completely up to you.
Henneke Duistermaat offers a 16-part course for her opt-in bribe. John Lee Dumas offers a course on webinars that readers can complete in only 10 days. At Be A Better Blogger, a 12-week email series of blogging tips is offered:
Your email series could be shorter or longer – it’s up to you! As a general rule of thumb, try the following:
- If your desired interval is daily, create 7 emails. This will allow readers to receive one email each day for an entire week.
- If your desired interval is weekly, create a minimum of 4 emails. This will allow readers to receive one email each week for an entire month.
Once you’ve created and configured your last email, your lead magnet is complete.
All that’s left to do is promote it so you can sit back, relax, and watch your subscriber count climb higher and higher.
It’s Time to Sweeten the Deal And Create Amazing Lead Magnets
Did you hear that?
It’s the sound of one of your competitors jumping for joy after gaining another email subscriber.
Wish that could happen to you? It can.
You just need to give your readers a little nudge.
In this article, you’ve learned how to create three different lead magnets that can help turn prospective subscribers into actual subscribers.
We’ll have you jumping for joy in no time.