I Built the Best Free Offer I've Ever Made. Why Am I Terrified?

0:00Hello, hello. >> What's up, Abram? >> How are you today? >> Good, man. What's up? >> Um well, I My name's Abram. Uh I sell an easy weight loss program for women. Uh we are on track for a little over four $4 million this year, and I would like to be at $12 million. And uh what I believe is stopping me is having a lead magnet that builds so much trust >> [snorts]

0:24>> that my show rates, my cash collected, my lead volume are all high enough for my team to hit their goals. So, I did the rule of a hundred and I made the best lead magnet that has ever existed, and it is truly better than people's paid stuff, and I'm giving it away for free. I've never put more time, energy, or effort in anything in my life. So, now I am absolutely terrified cuz this is launching August 9th, and if I mess something up, now I just wasted a colossal amount of time, and my team and their lives suffer. So, I don't want them to pay for my mistakes. So,

1:02>> Well, they're going to. >> do you have >> [laughter] >> words of wisdom here for how do I How do I maximize this lead magnet? So, it is a book, an audiobook, and a YouTube course, and then the actual lead magnet that they get from that is a like they opt in for a workbook, uh like an email opt in. >> Yeah. >> So, you know, is there specific things I should put inside the book, the audiobook, or the YouTube course, or in the email sequence, or something?

1:28>> Let me give you the the biggest 80/20 on this thing, um which is I don't know if you've like tested the name of the lead magnet. >> Easy weight loss for women. It's a book. >> Yeah. I would just I would test like 10, 20, 30 different names because it'll have like lead magnets their primary value in the beginning is to capture the lead. The lead hasn't consumed the lead magnet yet. And so, how you name it is going to be That's all they're going to have to consume right before they decide they want it or not.

1:59And so like one of the biggest levers on what like on all that work you did is the packaging. >> Yeah, the title and the packaging, man. So, I would test the out of that. And like you can run that with like simple ads and just look at CTRs. Um and you can also test the opt-in on the landing page. Like don't feel weird about Again, the world is not perfect. Like if you have someone opt-in for one lead magnet uh and you change the title uh and and the other one has like the old the old ebook cover, you can still send it to him with that cover and no one's like really going to get weird cuz it's free anyways. Um but I would I would strongly recommend testing that. So, it's like thing number one flashing lights. Like please do that. Um The second thing is um You said you you feel like your your biggest constraint is a lead magnet, but behind that is that that people do not trust you, right?

2:51>> Uh well, I would I would assume it's the trust thing because if the show rates are not high enough, the cash collected is not high enough. You know, like we have to warm people up >> Yeah. >> at some point, you know, in the process. If I could just build that trust beforehand by making my free stuff actually valuable. >> Yeah, the I think um you are thinking like a pure direct response guy um and the best lead magnet is content because it's distributed for free and then they become your warmed up audience.

3:21I think the value of the lead magnet though good um not everyone will consume it etc. etc. And so like it will work to get leads. Um if someone actually does consume it, they probably will buy. Uh but the if they consume it is the big the big if. And so I would also not be afraid of breaking the lead magnet into hundreds of smaller pieces and using those as content. To then you can again funnel to It's like this is a small piece of a bigger pie. You can go grab it.

3:50>> [clears throat] >> Um and I think that would also help. But at the end of the day, like trust if we break it down into behaviors, it's just that you have you have told them things that when they follow them, good things happened. Um, which is that you just want to have more influence over them. And so, the way to do that is to just give them help. Basically, help them first, right? And so, a lead magnet is a way to do that, but content is another way and it's free with distribution.

4:15And so, like if we look at the biggest weight loss brands that exist, they almost all have big brands, you know, they are big brands or have big brands that promote them. And so, the lead magnet will be a component of it. I think the names will help. Um, but longer term, it's going to be like building out the content machine that's going to give you the the the trust in advance. And then maybe get people to make the content for you. >> So, I mean, I I put out a metric crap load of content as it is. Like I I started posting 2 years ago. We have over 2 million followers. We get, you know, thousands of leads every single week. Um, but it's like I'm also like cracked out on paid ads.

4:51So, it's like >> them That's weird that you So, but you're you've done 4 million this year or 4 million run rate? >> Uh, we're on track for 4 million this year. We did like 3 million last year. >> Okay, yeah. Um I don't know what the views of your organic is looking like. Um, but of the people who are coming in, have they seen your content? >> Uh, some of them. >> Okay. Yeah, so I'm just saying like to what degree are they strangers?

5:18>> Uh, I would say 90% are strangers. >> Yeah, that's interesting given given the size of the Instagram. Um So, your issue is that show rates are not high enough? >> Well, I mean, it would be everything.

5:42It'd be show rate, close rate. Um, I like I I My assumption >> Mhm. >> is that if they trusted me more then everything would be better. You know, like so like >> That is true. >> if I want to build that >> We agree there. >> So uh cuz right now what I'm making most of the money in is in a webinar, which is exactly what cranks like everything. But that is still like a I don't have anything that runs in the background. Like if I had a a lead magnet that was actually good and I could just send that to everyone, have them do it versus needing to show up to a webinar.

6:21>> Well, I think if you try to replace webinar with lead magnet it will not work as well. >> Oh, no, in the background. I'll keep running the webinar forever, but it's just like uh this is like if they like that they'd be more likely to show up to the webinar. >> Yeah, I mean you could also give that as a as a carrot for the webinar as well or a portion of it as a carrot to the for the webinar as well. Just to get the opt-in. >> Yeah. >> Um But the main the main vein here is ad, webinar, sales team, right?

6:50>> Correct. Yeah. >> And so from the webinar you're saying the sale the show rate on the sales team is low? >> Um, the show rate to the webinar is probably the lowest thing. I mean we have 30% show rate on the webinar. >> That's fine, dude. >> Um but it's just >> for a webinar for cold traffic is 25. So like you're fine. There like that's you just have to make the math work there. Like you're not going to I mean sure that it's diminishing returns at that point. Like there's probably somewhere else that would be you'd have greater leverage. Okay, so let's assume that the show rate is not a problem.

7:23Um, of the people who show what percentage are are are booking? >> Uh, we got uh 10% booking rate. >> Okay. >> Of the people that show. But it's just not that many people though. You know, like it's the the opt-in rate is probably the the biggest thing. It'd probably be because like out of a thousand people we'll get 50 people that actually register for a live webinar. >> You mean a thousand clicks? >> Yeah, a thousand clicks, yeah. So, they go to the webinar

7:50>> You have a 5% opt-in rate. >> Yeah. >> Well, then yeah, man. I think that is the if we're looking at webinar metrics, right? Um >> Mhm. >> that's probably the biggest constraint that you have. Cuz the 30% show up is fine. The 10% is probably low. Um that should probably be closer to 20 for it's a book a call CTA rather than a purchase CTA. So, that's the There's something there, but the biggest by far is the opt-in.

8:18By a mile. Cuz like you can be at 25 or 30% there. And like that's where you have the you know, you have like a 5 or 6x there. So, if I were you, I'd be looking at um the ads matching to the opt-in page. And I would be like my quote rule of 100 where I'd be focusing all my marketing time would be on that page. Like how do we make this clearer? How do we make this simpler? How do we use more visuals? How do we um call it ad trust, right? To that page and just make it more enticing and more interesting um than what it currently is cuz that like again, it's like I look at the averages here. If you're at 30% show, it's fine. Like it's not like we're not going to We're not going to get like you're not going to get from 30 to 60. It's not going to happen.

8:58>> Mhm. >> But you can absolutely go from 5 to 10. You can absolutely go from 5 to 20. >> Mhm. >> And so, that's that's where I think you have your your 4x. >> Is in the opt-in? So, does the the time that they have open in order to opt in for it, is that a bigger leverage? Like is that >> That is for sure a lever. That is for sure a >> Mhm. Do you have just-in-time right now? Is that how you're doing or are you doing a

9:22>> No, there's two There's two that are It's twice a day. So, it's at specific times. >> And you're doing both of them? >> Yeah, it's broadcast live. I'm I mean, I did it, but I'm not doing it. >> So, it's a re- recorded? >> Yeah, it's uh two Zoom still. It's So, they still join a Zoom thing, but it's twice a day and they have to register for it. Correct. >> Well, I would hardcore consider a just-in-time.

9:47>> Well, if I do that I the show rate drops down to 5%. Uh so it's like the like >> So when I when I do the the thing, what happens is they go to a VSL right after. Then they get a bunch then they get like the email opt-in. >> And then a couple hours later the webinar goes, and then the show rate goes from 5% to 30%.

10:23>> But it is recorded right now. >> Correct. >> It is auto. You're just picking two times. >> Correct, yeah. That's what I'm saying. I could just pick different times if that would would potentially be the thing. >> I mean, what matters is that they feel as though it's real. I'm guessing. >> Yeah, and it's actually on Zoom. Yeah. >> Yeah, no, I get it. Um yeah, the big lever's there, man. That's the big lever.

10:46Bigger than everything else by a lot. >> That's the time or the >> It's both. I'm saying 5% is the problem. >> No, that. >> Yeah, 5% is the problem. Availability is a big you know, a big thing of that. Um God, there was this guy who had this this little hack that he did which was like he had this thing where it was like it just started 2 minutes ago when they were there. Like one live right now, and that like murdered for him.

11:15>> Yeah, I mean, you could just just-in-time you could do it every whatever, but it has to go to a different software. >> You mean instead of Zoom? >> Yeah, instead of Zoom, yeah. So I'm that's the one I did before with the terrible show rate. Like even like at the the peak of my webinar I'm looking at the stats, I get up to 9% of people that opt in. >> Mhm. Mhm. Mhm. That is the lever, though. I'm just saying.

11:42>> So, more webinar times or different webinar times? >> I would say page >> Or I mean and both. Yeah. >> I mean page, the promise on the page, um and then the availability availability in terms of like their ability to schedule. But like if I'm if I'm you, all of my focus is on this point. So, basically all the permutations of my testing and all my obsession would be here, not on the show right. >> On the the opt-in.

12:09>> Yeah. >> Yeah. And then >> And like I think the webinar could probably be improved if it's at 10% it should probably be at 20, but like okay. Like not the the the thing I would focus on is that. >> Yeah, cuz that'd be like a 4x potentially that I could do. Cool. All right. Well, I will try all of those things and I will test all of the lead magnet titles and split it up into a million pieces. >> Good. >> All right. Thank you so much. >> got it. Thank you.

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