Email Marketing Guide - Kase Dean

7-Step Guide For Converting More Website Visitors Into High-Value Customers

SHARE THIS GUIDE

Kase Dean More Leads and Sales

Step 1: Define Your Ultimate Solution

Start by defining the benefits and results that your Ultimate Solution provides to your customers.

Your Ultimate Solution sits at the top of your Value Ladder.  Think of it as the service you would provide if your customer had an unlimited budget and insisted on your help.

If we don’t know the Ultimate Solution that we are leading your customers towards, it will be very difficult to build and grow a lucrative email list.

At this step in the process, we are concentrating on outlining the results and benefits that your customers will receive if they decide to become one of your email list subscribers.

We are going to start at the end of your Value Ladder (your ultimate solution).

Then we will work our way backwards to the beginning of your Value Ladder (your free content), exploring and defining the value stages that people will pass through when they decide to work with you.

Deeper Benefits

These are examples of the deeper benefits that your customers get from an Ultimate Solution:

  • They increase their financial security (Financial)
  • Their work has a transformational effect on other (Spiritual)
  • They feel a sense of pride in their work (Emotional)
  • They are healthier due to a reduction in stress (Physical)

Your Ultimate Solution will probably require an investment of hundreds or thousands and expecting someone you have just met to commit to that kind of engagement is a big ask.

So, we will use free content to get them on the first rung of your Value Ladder.  This free content will also get them results, prove your expertise and build their trust.

Value-First Profit Generation

This is what I like to call “Value-First Profit Generation” (for you and your customers).

To create this free content, we will need to “put our heads together” and think of the different words and phrases that will help us connect with your potential customers.

We agree that your services and products will help them solve their needs and desires, but we still need to use certain messaging to persuade them that you are the best option for them.

The most effective way to do this is to demonstrate your expertise and understanding of their:

  • Needs: problems they have that they don’t want
  • Desires: things they want that they don’t have

Valuable Free Content

This free content will get them concrete results that improve their business and their lives before they spend a penny on your services or products.

If this valuable free content is offered in exchange for an email address, you will easily grow your email list and, considering the value that got them on your list, convincing them to upgrade to paid services or products becomes a lot easier.

Let’s begin working on the results and benefits of your offering by concentrating on the ProblemsDesires and Hot Buttons of your Target Market.

FREE Download - Workbook 1: Your Solution

Enter your email address below to download a free workbook and begin defining the wording that will help you get people to sign-up to your email list.


Note: You don’t have to use the workbook, you just as easily divvy up a piece of A4 paper into four sections and write ProblemsResults and Hot Buttons and Target Market and the top of each section.

Step 2: Demonstrate Your Value and Expertise

We have a solid idea of who we want to work with, we understand their urgent problems and desires and we can explain the deep-rooted benefits of our services and products.

We want to attract these people to us and then convince them to take the first step on their buyer’s journey to becoming one of our cherished customers.

The homepage of your website of might be enough to convince them but it will be better for both you and them if you can keep in contact after they leave your website.

You are going to need their email address and they need immediate help – not a sales pitch or a free consultation call.

Not only is spending time on a call with you a big commitment, they have no proof that you are different from the other business coaches that have failed or let them down.

Packaging Your Value and Expertise

So, let’s prove your value and expertise by packaging a little of it into a Lead Magnet or HVG (High Value Gift) that you can offer in exchange for their email address and their permission to continue marketing to them.

FREE Download - Workbook 2: Your Value & Expertise

Click on image to download a free workbook and begin to outlining the 5 most valuable lead magnets that you can think of.


Bear in mind that we will utilise your existing content to create these “high value gifts”.  I know you have tons of content.  Let’s put that content to good use in the best way possible!


The types of Lead Magnet we will be creating are a video guide or mini video coursevideo guide or mini video course, a cheat sheeta cheat sheet, a checklist, a resource list and a worksheet.

The Video Guide or Mini Video Course

We will create a 15-minute video answering some of the most common questions people have about your services or the problems and desires they have.

Think about when you have a consultation call, there are questions that always seem to come up – call them Frequently Asked Questions.  Make a FAQ video.

You could also go through a series of questions that you always seem to cover when you begin working with a new customer.

You could also record a series of videos covering a list of things that your customer needs to know or understand to get the best out of working with you.

And, don’t worry about hiring a TV crew to shoot your video.

Setting your smartphone on a tripod or using your computer’s webcam will be just fine.

Cheat Sheet

…a “cheat sheet” is any short (one or two page) reference to terms, commands, or symbols where the user is expected to understand the use of such terms but not necessarily to have memorized all of them…

Wikipedia

You can use cheat sheets to provide your existing and potential customers with tips and advice.

For example check out this cheat sheet from Small Business For Dummies.

Here is another example; a financial planning cheat sheet.

You could easily put together a cheat sheet listing information about the first stages a customer goes through when working with you.  

The cheat sheet could contain explanations of terms you use and important things that they need to remember.

Checklist

Checklists make great lead magnets! 

Imagine that you have taught someone a new business growth strategy that has numerous steps.

You could create a checklist that helps your customer ensure that they have covered all the steps required to execute the strategy.

The list can be made into a PDF that can be printed out of filled in on a computer.

Resources List

Compile a list of important business blogs, business books, productivity tools or TED Talks…

Make a list of 20 resources and include a short paragraph explaining why it is an important resource.  It is perfectly okay (and recommended) that you include any of your own resources in the list.

You can make a list per format, for example, Top 20 Business Blogs or you could do a comprehensive mixed format list and call it “Top 20 Business Resources for Improving Team Management”.

For an extra valuable lead magnet, create a video that goes through the list, visiting the resources on the internet.

This will create a very engaging and educational lead magnet.

Workbooks

Workbooks are a great way to add value and provide engaging content.  Workbooks can be used as content upgrades like in this post.

There are 7 workbooks available to download that are designed to help you take action because…

…information without implementation is worthless…

Kase Dean

Workbooks can also be used to accompany an email course or you can use them to make an webinar more interactive.

And, as a business coach, you can use workbooks with your potential customers as a way to educate them and get them to prepare the information that you need to work with them e.g. a business vision workbook or ideal client workbook.

Workbooks make perfect lead magnets as long as they solve a problem.  Done correctly, they are a great way to provide tremendous value and help your existing and potential customers and clients achieve real clarity.

Step 3: Explain The Result and The Benefits

You’ve set up your lead magnet.  It is on your website, the opt-in form works, you’ve tested everything and yet after a week…it hasn’t been downloaded once.

After two weeks, still nothing.  No opt-ins.  No downloads.  You can see from your website stats that people are visiting the page but it’s like the lead magnet is invisible to them.

Maybe it is…

Assuming that the lead magnet is top notch value and that the people being sent to (or being attracted to) the page with the lead magnet are the right audience…

It is possible that they can’t see the value in the Lead Magnet before they take the time to opt-in and download it.

As Valuable as A Paid Product

Your Lead magnet may be free but it still needs to be presented like a valuable paid product, service or resource.

You have a responsibility to help your website visitors clearly understand what they will get from your Lead Magnet.

You still need to do your part to instil trust in your expertise and your services.

You need to explicitly explain what how your Lead Magnet will help them…and then deliver on that promise.

Before you go any further, go ahead and download Workbook 3 below.

FREE Download - Workbook 3: The Result & Benefits

Click on image to download a free workbook and begin to create a compelling lead magnet description that will connect with your audience.


There are 6 pieces of information required in order to create a compelling lead magnet description that will connect with your audience:

  1. The type of lead magnet we are offering (e.g. a video, a workbook, a checklist etc.)
  2. The biggest result they will get from using the lead magnet
  3. The biggest benefit they will get from using the lead magnet
  4. The major ‘Aha’ moment that the lead magnet will give them
  5. The target market for the Lead Magnet
  6. The main hot button(s) of the target market

One Lead Magnet = One Problem

Each of your lead magnets needs to solve a problem for your audience (your existing and potential customers and clients).

Focus on describing and explaining the results and benefits that your readers will get from your using your lead magnet.

For example, if your lead magnet was designed to help Medical Spas:

  • Result: selling more repeat Coolsculpting sessions
  • Benefit: removal of the stress related to “feast or famine” revenue

Once, you have compiled all the details about the benefits, results and problems that are related to your lead magnet, you are ready to create your lead magnet description.

Use my free fill-in-the-blanks workbook to create your compelling lead magnet description.

You will end up with a compelling description that will explain exactly why they need it.

For example...

Download our mini video course for Med Spa Directors who want to sell more Coolscuplting sessions without spending a fortune on marketing or advertising

Step 4: Using Content Silos

Normally, the word “Silo” has a negative connotation in the world of Information Technology because systems (and people) work better when there is a free-flow of data.

But in the context of content silos, keeping certain related content connected and grouped together improves the user experience and does a world of good for the search engines.

A silo in IT is an isolated point in a system where data is kept and segregated from other parts of the architecture.

techopedia.com

Content Silos are Good for Search Engines

Content siloing helps search engines understand the layout of the content on your website.  

A clear information architecture can also improve your domain authority, which has direct impact on your website’s ranking in search results.  

This happens because content siloing helps Google understand the depth of your knowledge on a particular topic.

Content Silos Help the Buyer’s Journey

Because content silos ultimately mean organising your content around topics and related topics (sub-topics), your content can be used to encourage your prospective customers people to move from one stage of the silo to the next – from one stage of the buyer’s journey to the next.

We need to silo your content so that your topics, blog posts and lead magnets are all aligned with your prospects needs at different stages in the buyer’s journey.

FREE Download - Workbook 4: Using Content Silos

Click on image to download a free workbook and begin to planning out your content silos from entry level content like a blog post through to your premium content (your high-value lead magnet).


Brainstorm Three Topics

Write down the three topics that your existing or potential customers and clients want to know about.

What do they want help with? What results do they need?

Use the work from the previous modules to help you compile a list of things that your customers and audience need help with or want to understand.

You’re looking for topics that are a nice middle ground between general information and specific, niche information.

You don’t want topics that are too specific or too broad.

Step-by-Step Guides

Take a look at your three topics, how could you turn them into a step-by-step guide or mini training courses? 

What are some the more complex techniques or concepts that your customers and audience need to understand?

Your existing and prospective customers and clients will appreciate you “taking the time to take them by the hand” and guiding them through understanding a topic that seems too complicated or complex if they tackle it by themselves.

Frequently Asked Questions

What are the common questions on the topic?

Make a list of all the frequently asked questions that you get about your services and industry. 

These could be questions from existing customers and clients, people you bump into at networking events, even from friends or families.

Being able to comprehensively answer a question about the work you do in an informative and engaging way can result in a great lead magnet, for example a resource list, video training or a blog post.

Step 5: Lead Magnet Checklist

Lead Magnet Sweet Spot

When I first start out creating lead magnets for my own business, Ie knew I needed to provide value but I equated value with lots of value.

I took the “book” in ebook literally and created 20 page PDFs.  

I was convinced that this was what our target market needed.  

I was sure that this was giving value.

But not only does it take a long time to craft a 20 page ebook.  

It was not at all an effective way to prove my usefulness to my target market.

Actionable Information

In fact, the vast majority of our initial ebooks weren’t actionable. 

They were pure information.  It was like the difference between hands-on training and a theoretical lecture.

The amount of value that I was producing was difficult to consume and therefore it wasn’t useful.

At the same time, you don’t want to produce a lead magnet that is so light on information that it feels like a solitary piece of a gigantic puzzle.  

Once again, this isn’t very useful at all.

FREE Download - Workbook 5: Lead Magnet Checklist

Click on image to download a free workbook and evaluate your lead magnet and to ensure that you hit The Value Sweet Spot.


Step 6: Your Thank You Page

Saying Thank You with Style and Purpose

Thank You page is the page that is seen after opting in for a Lead Magnet. 

Usually it is used to say, “Thank You for your email address, here’s the lead magnet you wanted”.

On the surface, this seems like a logical thing to happen but utilising a Thank You page like this is a series of missed opportunities.

A Missed Opportunity to Keep Your List Clean

Using the classic Thank You page method can lead to an email list that contains fake email addresses that are of absolutely no use to your business.

A Missed Opportunity to Provide Even More Value

Once someone opt-ins for a lead magnet. 

They are excited to receive it, to get started using it and get on the path to solving an urgent need or desire.  

The Thank Page is a perfect opportunity to say “Surprise! Here’s even more value for you”.

This could be a video walk-through of the lead magnet with more related tips and advice.

Even better, the Thank You page could be used to present your new subscriber with a low cost up-sell.  

You could offer them a “splinter product”.

…with a product splinter, all we’re doing is tearing off a little piece of value from the core offer and giving it to the client at a price that’s much more affordable.

Matt Ackerson, Autogrow

A Missed Opportunity to Remove Opt-in Remorse

Ok, Opt-in Remorse isn’t an official term or anything but I hope you understand what I am getting at.

With all those unscrupulous marketers, out there hell-bent on growing an email list, there is always a risk that handing over your email address could result in not receiving a lead magnet but instead receiving tons of spam.

The Thank You page can be used:  inform them about how long it will be until they receive their lead magnet, thank them (of course), teach them and explain the great things that are going to happen now that you are connected with them.

Remember, be their guide on their buyer’s journey.

FREE Download - Thank You Page Layout

Click on image to download a thank you page layout that will help you to convert subscribers into buyers quicker than you thought possible – and you will be doing it with style and purpose.

There are 3 important things that we need to do once we receive new subscriber:

1. Reassure real subscribers and weed out fake subscribers

When your website visitors opt-in for one of your lead magnet, there is a risk that they will feel a pang of “Opt-in Remorse” and they will need to be reassured that giving you their trust was the right thing to do.

Nobody wants spam in their inbox and they definitely don’t want to end up with a useless lead magnet that does nothing to improve their situation.

Because we use your Thank You Page up to weed out fake email subscriptions, your “real subscribers” won’t have immediate access to their lead magnet. 

So, we need to tell them to check their email inbox to access their download.

Plus, this will also encourage “fake subscribers” to use a real email address, if they really want the lead magnet.

2. Guide them through the next steps

We’ve explained that the content is on the way.  We can also tell them how to ensure that our subsequent emails get added to their “safe senders list”.

Typically, a user has to manually add the sender or the sender’s address to a list of “approved” or “safe senders” within his or her email client for an address to be whitelisted, which is a different process in various email clients.

Wikipedia

We will also give them some brief details about the related content that we will be sending them in the near future and give them an idea of the frequency of our emails.

We will reassure them that we will only be sending them useful and valuable content to help them grow their business.

3. Offer them quicker results

The Thank You page is also used to offer your new subscriber even more value and quicker results, for a small investment.

They have already entrusted us with their email address and they have shown that they are actively seeking a solution to their problem.  They are psychologically more open to suggestions and recommendations.

So, we use the Thank You page to up-sell them to a related “Splinter Product”.

We don’t just add an image of the product, a bit of text and a buy button.

We will use a video to show (and not tell) them how the Splinter Product will get them quicker results than the lead magnet alone.

We will include an attention-grabbing Call To Action (CTA) button and we will complete the Thank Page with some social proof in the form of testimonials or comments from existing customers, clients or subscribers.

Using Thank Pages in this way is a great start to implementing a basic yet powerful automated marketing funnel into your website that will help you grow your business coaching business.

Step 7: Test Your System

The final step before launching your lead generation system is to test it, test it and test it some more.

Go through the steps as if you were a website visitor and check that everything works as planned.

Are emails getting received?

Are subscribers ending up on your email list?

Does the lead magnet download link work properly?

Is your lead magnet description and Thank page copy compelling?

Even simple processes can seriously go wrong if you’re not stringent with your testing.

So, test everything and ensure that you marketing funnel is ready to begin collecting email list subscribers.

With your new marketing system launched you will be well on your way to building a list of potential customers and clients.

Wrapping Up

If you’re serious about growing your email subscriber list for your business you need to follow every step in this guide.

We’ve covered the step-by-step formula you need to grow an email list of subscribers and potential customers.

FREE Download - Lead Generation System Checklist

Click on image to download a planning checklist that will help you help you follow the steps in this guide correctly.

Business owners who succeed in growing their email list, do so because they provide value at every single stage of their value ladder.

Everything that they produce is designed to help their customers and clients.

No matter if the value comes free or requires an investment – the end result is growth for their customers and their clients.

The List Growth Strategy that we have laid out is used by successful businesses all over the world who want to increase their impact.

Many business owners search for workarounds and short cuts because of how complicated and time consuming this process seems to be but the bottom line is, if you want your business to grow, you have to invest time and resources to grow your email list.

If you need any help at all with this process, then apply for a free digital marketing discovery session where we can discuss how you can implement this system and transform your business growth.