Spending money on advertising can get you a lot of hits and give you plenty of leads.
The problem is, all those views, downloads and leads are useless if they don’t convert.
If this sounds like your problem, then you don’t have to look very far for the problem. It might be your front end offer.
As marketing legend Dan Kennedy once said:
“If you want a yard full of deer, do not put a 50-pound block of cheddar cheese outside. Put out a big salt block. If you want rats and mice, try the cheese. If you want to catch trout, do not tie an old shoe to your fishing line. Very simple formula.”
You need to put out something that appeals to your target audience.
If you don’t, you will spend a lot of money gathering leads that are going to be hard, or even impossible to convert because your product isn’t right for them!
Before you start getting deep into technical fixes to your conversion woes, start with the easy win of optimizing your offer to your audience.
Don’t worry if you feel a bit lost, because I have an easy, three-step way to evaluate your offers.
Before we get to that though, I would like to show you the kind of results you can expect from a well targeted front end offer.
Table of Contents
First: A Quick Story About A Failed Lead Magnet
When I start work with a new client, the front end offer, or lead magnet is the first thing that I check on.
You would be amazed at just how often front end offers aren’t working like they should.
One client I worked with which was looking to attract the attention of sales leaders comes to mind.
They were leading their offer with this great checklist that was a really popular download.
Loads of clicks, a few leads and no customers.
The checklist was basic and appealed to anyone who was interested in sales.
It was not specific to the sales leaders they wanted as customers who would download their offer and then be looking for much more help around the problem they solved.
By changing the lead magnet to a detailed case study that appealed directly to the businesses target audience, they saw a 30% decrease in cost per lead and a 269% increase in calls booked with their sales team!
As you can see, changing up a mis-aligned front end offer can have a huge impact when it comes to improving the appeal of your offer.
Check out these three questions that you can use to do a self-evaluation on your existing front end offers.
Three Questions to Ask About Your Front End Offer
These are the three big questions I use when evaluating a front end offer or lead magnet. Take a look at your existing lead magnets and see if they measure up.
#1) Is your offer converting at all?
The first thing you need to check is if your front end offer is converting at all.
Especially if you have leads coming in from multiple sources through multichannel marketing, it can be easy to lose track of where each one came from.
Isolate the leads generated from the offer you are looking at and look at the conversion rate.
You would be surprised at just how often I discover severely underperforming or completely useless front end offers.
If the offer seems to be fine, move on. There are bigger fish to fry.
When you do find an underperforming offer, move on to the next steps of the evaluation.
#2) Is your offer attracting the right type of person?
The most common problem with poorly performing offers is that they are not attracting the right type of client.
This can be worse than attracting no one at all!
You are paying out for clicks and leads, but none of them are converting because they aren’t interested in your offer.
Take your offer and carefully consider who it really appeals to. You may just find that it is not your target audience at all.
This can be as simple as mislabelling a lead magnet, all the way to giving away the wrong type of information.
You should already have an idea about who your ideal customer is. Start from this point and create information that appeals directly to them.
#3) Is your front end offer ‘wowing’ clients?
Remember that your front end offer must be interesting, intriguing and exciting to your ideal client. It is your first impression and you need to get it right!
I see way too many offers that give little value or make the business look small-time and unprofessional.
Think inaccurate information, poor formatting and glaring errors in spelling and grammar.
Your customers aren’t fools and they will pick up on these little cues and judge you based on them.
Your front end offers should always display the very best of what you can do.
Fixing Your Front End Offers
Are you answering no to any of the three questions above? If so, you need to take another look at your front end offer.
Not only are you leaving money on the table, but you may also be throwing your marketing budget away on campaigns that are going to fizzle instead of pop.
Reworking your front end offers will take some time, but the results speak for themselves. This is hands down one of the easiest ways to see a double or triple-digit increase in your conversions.
If you would prefer to leave your front end offers in the hands of the experts, then reach out our paid advertising team and learn how we can help.
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