Watch This To Generate 1000s of Leads (In Any Niche)

What if I told you there were a way that

you could get more leads than you're

currently getting? Sell more of those

leads overall without increasing any of

your advertising at all. I'm Alexi. I

own acquisition.com. It's a portfolio of

companies that last year did over $250

million in aggregate revenue. And the

strategy I'm going to share is something

that most businesses don't do and the

few businesses that do it do it wrong.

And so most people send traffic to their

website and immediately ask people to

buy something or just like submit for a

quote. But here's the problem. I'm like,

most visitors aren't ready to buy yet

and so they just leave and they never

come back. I mean, if you think about it

for you, I often don't go to sites that

I'm just just finding out about where it

says submit for quote. I'm just like,

ah, that's a lot, right? And so, what

I'm about to show you has generated many

millions of dollars across our portfolio

companies and I've used it in every

business we've invested in and ones that

I haven't invested in. And so, in this

video, I'm going to show you what it is,

why it matters, and how to implement in

your business. So, what is it? A few

months back, I did a deep dive with

Ashley, who is a fashion personal

stylist, right? And so, when we went to

her site, she had the classic, you know,

just book a call, right? CTA or just ask

for a quote. But the thing is is that

that really only works if you already

have an informed audience. So, if people

already know who you are, they've

already gotten value from you, then you

can for sure just say, "Hey, come buy my

thing or come find out more." Right? But

if you're sending traffic there and you

don't have as much traffic or it's not

as warm, then you want to have something

that is a better reason for them to give

their contact information. Because if

you think about like what is the

objective of submit for a quote or book

a call, the only objective of that step

is to capture their contact information

and then if you have a booking to get

them to book automatically, but

fundamentally it's a lead capture

objective. We should then ask ourselves,

well, is there anything else we could do

that would increase the likelihood that

we would capture the lead as long as the

way that we're capturing the lead

indicates that they'd be interested in

buying our stuff. To be clear, what I'm

suggesting is that you offer something

kind of like a mini offer that's a

complete solution to a narrow problem.

And so, it's typically lower cost or

free just to see who's interested and

raises their hand, right? And then once

you solve the problem, once that little

mini offer solves it, it reveals another

problem that's solved by your core

offer. And this is important because

leads interested in lowerc cost or free

offers now are more likely to buy a

related higher cost offer later. And if

that sounded really well said, it's

because I wrote it ahead of time on page

31 in the leads book. I talk about this

concept in the book at length. And it's

because so many businesses lack this.

And I think part of it is because you

can show that you have success if you

just say, "Hey, come buy my thing." But

if you want to dramatically increase the

number of customers that you have access

to, then if you have, like I said, you

know, let's say you have 10 people that

you say, "Hey," or let's say 100 people.

So you have 100 people and you say,

"Hey, come buy my thing." Right? Maybe

you get one of those people to raise

their hand and say, "Yay, you can I'll

give you money. Here's my big bag of

money. Yay." Right? I'll do that. But if

we have those same hundred people and we

say, "Hey, you don't have to buy

anything. I just want to help you out."

And then after we help them out, we say,

"Hey, now do you want to buy something?"

Then all of a sudden, we're going to get

that many people with our little money

sign, but we might get three to five

times that amount of people. And that's

where the real magic is. And so the

beauty of this is that you're actually

not going to get more traffic. You're

just going to convert a higher

percentage of it. And this is why it's

such an easy strategy for businesses to

do. And you can do it immediately. you

don't have to spend any more money on

marketing. It literally just drops to

your bottom line. Like if you improve

conversion, you just make more money.

So, let me tell you the first time I had

this big breakthrough for myself. So, in

April of 2016, I paid, you know, $25,000

to be in this group and everybody there

told me to do a webinar. And I did a

webinar and it didn't work. Now, to be

clear, so let's say that webinars didn't

work. I didn't have the skill at the

time to do one. And so, I saw this dude

just scrolling on my on my feed that

said free case study on how I spent $1

and made $120,000 in a weekend. Right?

So, I saw this case study and I was

like, "Huh?" And so when I when I opted

in and watched it, the guy just did a

screen recording of like how he did it.

And I was like, "Well, that's pretty

cool." I was like, "I could do that,

right?" And so I swapped out my webinar

for just a video with a headline that

said, "Free case study, how we added 213

members to a gym and $112,000 in San

Diego, right? To a small gym in San

Diego." And as soon as I did that, the

next morning, Ila asked me, she's like,

"What did you do?" And I was like,

"What? What happened?" And she was like,

"My calendar's full." I was like,

"Really?" My lesson on that was like,

cuz a webinar could be perceived as a

lead magnet depending on how it's

positioned. The thing is is that the

more advanced your audience, the more

they'll probably understand it's a sales

pitch. So, the less likely it's to

convert to a more business owner

audience or more sophisticated audience.

But when I just said, "Hey, here's this

thing. Consume it on your own time. Let

me just show you what I did." A lot of

people were really interested in that.

And they were way more willing to

exchange their contact information. And

so, even if, for example, you say, "You

know what? I am going to give up, you

know, a little a little lead magnet, if

you will, on the front end. If it

doesn't work, it doesn't mean lead mags

don't work. It just means that that lead

magnet didn't work. Just like the

headline for an ad, it doesn't mean ads

don't work. It just means that that ad

didn't work. And so, this is why I'm

actually so adamant about testing the

wrapping or the packaging of a lead

magnet even more than the stuff inside

of it, right? Because you can change how

many people want your lead magnet by 2,

three, 10x simply changing the headline

of your lead magnet itself rather than

changing any of the contents. And so

provided the contents do clearly solve a

problem for the person, it's really just

about how we package it so that they

want it. So here's why lead magnets

work. So if you ever been to Costco,

right, why do they have all these food

samplers at the end of every aisle,

right? On one level, you could say

there's some level of reciprocity, but

you know, I think I don't know if that's

the main reason people then go buy after

they have a piece of teriyak chicken.

It's because they try it and they're

like, "That's good. Maybe I'll have more

of that." And so there's a number of

different types of lead magnets that you

can employ that where you give someone a

tester is a small piece of something

that's much bigger. It's a sample or a

trial, right? That's category one.

Category two would be a one step in a

multi-step process, right? So if I say,

"Hey, we're going to turn your style

around like Ashley does." Well, the

first thing you're going to need in that

process is going to be like some colors

that we can say these go well with you.

And so that's the first thing. But once

you have the colors, you're like, "Okay,

but I don't know what tops and bottoms

and how do I do formally and

informally." It's like you're going to

have other problems that are come after

that. So you just solve this very

specific problem that then leads to

other problems. Or the third is what I

would just consider the assessment, the

revealing of a problem, right? And the

the easiest example I can think of is,

hey, free website speed test and someone

does the test and they realize that

their website speed is slow, in which

case your core offer is how to fix it,

right? And so any of these three things

or combinations of them can be a really

effective lead magnet. So what we're

changing is going from asking, "Hey,

just buy my thing," to, "Do you want

this free thing?" And so then once

they've consumed it, you can just say,

"Hey, did you like the free thing?" Then

if you did, you're going to love this

paid thing because now you have their

contact info. And the main reason that

this works is because when someone pays

with time now, they're more likely to

pay with money later. And so we want

them to invest, but we just want to make

them have an easier investment first, a

lower barrier investment, so that

increases the likelihood they make a

higher investment later. And again, for

those of you who are like, man, lead

magnets don't work. No, they do. They

they totally do. Bad lead magnets don't

work. And the problem is when you're

starting out, you just don't know that

you suck. And so then you think this

didn't work. So kind of like the example

I gave with webinars. Webinars totally

work. It was just I didn't have the

skill to make a webinar work. I had the

skill to make a lead magnet. And so much

easier skill to just say, "Hey, let me

screen record and show you how I ran

this campaign and these are the

results." Very straight. It was not very

difficult for me to do trying to figure

out this magical box of like how do I

get these people to show and then how do

I do this whole razledazzle to get

someone to take out their credit card

and buy the I was like, "Oh my god, this

is impossible." But just getting someone

to opt in so I can just call them up and

say, "Hey, how'd you like that thing? Do

you want me to do that thing at your

place and I'll give you a risk-free

offer so if I don't perform, you don't

have to pay?" Not that tough, right? At

least significantly easier than what I

was trying before. And so you're like,

"Okay, well maybe maybe you're half half

sold on this." Because right now, if you

don't have one of these, you were making

less money than you otherwise could. And

you're making less money than you

otherwise could because you're getting

fewer leads than you otherwise could

get. Now, some of you might be like,

"Well, I don't want freebie seekers and

tire kickers." Okay. Well, guess what?

You don't have to give the lead mags to

everybody. You can only give to people

who are qualified. Crazy. You just add a

drop down that makes somebody qualified

and then redirect the people who are

qualified to the good thing and direct

people who are not qualified to the

other thing that might they might be

qualified for. What other objections

would you have around this? Well, yeah,

I don't want freebie seekers. Well, we

can qualify the leads. Duh. Well, I

don't want to give away too much value.

This is a real thing. Sort of. So, we

don't want to give away We don't want to

solve the problem our core product

solves with the free thing. That should

seem obvious, but we do absolutely want

to solve a problem that leads to our

core issue. Basically, we want to make

sure that the person is deprived of the

thing that we sell and that that

deprivation is triggered by solving the

first issue. Now, that sounds super

complicated, but if you go to a

restaurant and eat a big entree, and

then after you eat the entree, they say,

"Hey, do you want another entree?" You

might say no. Not because the first

thing was bad, but because you already

satisfied that need. And so what you

might not have satisfied was your

dessert, you know, desire. And so at

that point, they could sell you the

dessert. Now, in a business, we would

just want the dessert to be

significantly more expensive than the

entree. And the entree would be able to

give away for free or at cost. And so

that's the the the big misunderstanding

that people have is you want to sell at

the point of greatest deprivation. When

someone hasn't drank water in a while,

that's when you want to sell them the

water. But the moment after you give

them the water is not has no indication

of whether your water was good or not.

They're just not thirsty anymore. But

maybe after they're thirsty, they want

some food. And so at that point, you

would then sell the food. So you might

be thinking, "All right, I get it." And

you know, give away something up front

and hope that people will likely buy

after. Got it. But what do I actually

give away? So I I briefly touched on

those three. Let's dive into them in

more detail so you can actually do this.

All right. So type one is reveal a

problem. All right. I personally love

these type of lead magnets. Like if you

ever have the opportunity to build one

of these for your business, like

exceptional. It literally creates

deprivation, right? So you just say,

"Hey, here's a problem that you didn't

know existed or you knew it existed. Let

me tell you how bad it is." Right? And

so just immediately you just increase

the deprivation of where they are versus

where they could be. Now, bonus points

for not only saying you have a problem,

but also saying this is what it could

look like if you had it solved and

here's the delta. And so I my favorite

B2B example is the the website example I

gave, which is, you know, if I'm

offering free, you know, free website

speed tests to business owners and they

didn't know their site was slow and then

I say, "Hey, on average for every second

of load time, you lose 3% of your

conversion." And so, right now, we know

that our services could take you from a

9-second load time to a 3second load

time. That's 18% increase. So what could

you do with an increase of 18% of your

business? They might be like, "A lot."

And I'd be like, "Now relative to your

revenue, the 18% increase compared to

what I'm charging for websites is

nothing. How soon do you want me to

start?" And so this works great for

problems that get worse while waiting,

right? Posture analysis, right? If

you're like, "Oh man, your posture's

bad, but it's only going to get worse."

Right? Termite inspections, like they're

already active, but it's only going to

get worse. Financial audits, hey, your

your back on taxes or your cash flow is

bad. it's only going to get worse,

right? Is that you want to have things

because that builds in urgency. So that

deprivation actually increases with

every second after they find out. I'll

give you an example. So one of my

highest converting ads of all time for

Allen, our software company, was four

reasons why you'll never have a

million-doll agency. And what was crazy

about that is just increased deprivation

for the outcome that most of the people

wanted, who we were selling to, which

were small SMB lead genen agencies. And

so once we listed out the reasons, many

of them were like, shoot, all four of

these reasons I'm also suffering from.

And so if you can be very clear about

the reasons that they're not going to

achieve it, they also will assume that

you can help them solve it, which

hopefully you can. And so you're going

to be incredibly specific on the

negatives and then what that allows you

to do is be significantly vagger on the

positives, which allows you to market

more compliantly, but also set more

realistic expectations. If I can

perfectly nail all the problems in your

life and you're like, "Oh my god, this

is me. I can just and I and I just said,

I can help you with that." You'd

probably be like, "Yeah, I believe you."

Right? rather than trying to increase

and promise and set these crazy

expectations, just nail someone where

they're at. And so that's why the reveal

a problem is so important because one,

they it exacerbates the existing problem

and two, you just show how much it's

going to continue to increase and they

will lose over time. The second is a

free trial. All right, this is the this

is the classic taste test. This is the

classic try before you buy. All right,

now this is as old as time and I think

that there are there are better and

worse ways to do this. My this is the

Costco sampler. This is the teriyak

chicken. This is the the trying room if

you will at the clothing store. So many

businesses have free trials and they do

that because they're the lowest barrier.

Like are you going to want it? And so

what we actually have to do here and

this is where it gets a little bit

interesting is that we want to give them

something and then basically have a full

loop to the end of the trial where they

will be deprived if we remove it. So,

it's almost like, hey, let me like,

let's say we take a normal person and we

say, hey, here's crack cocaine, right?

All of a sudden, they might not have had

deprivation around crack cocaine, but

let's say they try crack cocaine. And

then as soon as you remove crack

cocaine, all of a sudden they want crack

cocaine. And let's see how many times I

can say crack cocaine. All right? And so

the point here is that the free trial

just makes the barrier so low that

people can try something and then the

idea of us removing it is what then gets

them to convert. So it's like we we we

give them the solution and then take the

solution away in order to create the

deprivation to get them to buy. And so

typically here you're going to be

limiting some aspect of the the product

or service. you're going to limit the

number of uses, the the quantity, the

time, or some combination of those. So,

it's a x day trial, or you get this

number of hits, if you will. And all of

those things kind of combined, and

sometimes you can combine them together

to make it even more compelling. So,

when we own gym launch, one of the

things that we would do in order to get

people to basically roll into our higher

level services is that they would, you

know, basically buy the system that we

had for monetization, which is how to

make the gym more profitable. But then

along that time, we'd say, "Hey, we'll

actually give you agency services for

free for four months." And then after

that fourmonth period, once they were

kind of like, "Okay, wow, this is great.

I get these leads and I have a system

for monetizing them." After that point

in time, you're like, "Well, I still

want leads." And we'd be like, "Yeah,

but now you can pay for them, right?"

And so it's basically a built-in upsell

on the back end because they'd had four

months of getting used to having these

leads just dropped into their doorstep.

And so that created the deprivation

where at the end they're like, "Well, I

want that to keep happening." Right? So

that's the second one. The third one is

one of my favorites personally, which is

the one step

of many, right? One step of a multi-step

process. And so, this is particularly

effective when you have more complex

products and services. All right? And

so, you know, the classic example is

like if you have multiple coats of paint

that you're going to be putting on on a

garage, you could sell the first one.

It's like, well, you're going to need

these other ones, right? A classic one

would be like if you're doing hair

removal for like laser hair, right? For

for, you know, a med spa. It's like,

well, it takes six to eight sessions to

actually get completely removed. And so

you doing one session is kind of

worthless on its own. So when someone

comes in, they come in for one and you

upsell the rest of them, right? If you

give the first two videos away in a

comprehensive course, those are things

that would also function the same way.

One step of many, right? And so

hopefully now you know what a lead

magnet is, why it's important, and the

three types of lead magnets that work.

And so now, how do you actually deliver

it? And so there's four ways to deliver

a lead magnet. So number one is software

or tools, right? You give them a tool

that they can use to get that that does

a job for them, right? And so examples

of these are like spreadsheets that

calculate things, assessment tools,

templates, or just like software itself.

So I'll give you a good example. So Neil

Patel has a really awesome one on his

site where he basically has a little

tool that you put in your URL and then

it tells you, you know, it does a little

assessment of the site based on the URL

that you give it, right? It's a little

tool and then obviously on the back end

it can collect your information, right?

And so there's tons of these examples,

but that is one of the most classic

ones. So if you have ways that you can

say, "Hey, you're going to be in one of

these four categories once you answer

these this information." You want some

sort of tool that that can assess or

give them some sort of answer to a

question, right? Or does a job for them.

All of these things are ways to fulfill

the other three things. Like you can use

software to reveal a problem, you can

use software to do a free trial, or you

can use software to be one step of many.

All of those things work. Now the second

is information. All right. Now this is a

very classic one and it's because it

costs nothing to do and can also be very

valuable. This is where I think

information is really exceptional as a

lead magnet is because it's infinitely

scalable. It provides tremendous value.

You can create deprivation and there's

basically no operational drag to do it.

Fundamentally all we're doing is

teaching them something valuable. And so

examples of this would be like mini

courses, guides, interviews with experts

and again templates but that are not

dynamic templates that just work, right?

And so I'll give you my classic example

here is my scaling road map. So this is

maybe a combination of the tool and the

information. So you go through the tool

and then it gives you the assessment

which will then be information. But

again, these are not static concepts

like you can combine them. And so for

example, if you would like to figure out

what stage of scaling you're currently

at, the problems you're dealing with

right now, and exactly how to solve

them, we created this $100 million

scaling road map after studying all the

businesses that we looked at for 200

plus hours to find those common themes.

This is my free gift to you. You can

enter information and if you want my

team to actually look at your business,

you can book a one-on-one call where we

will help.

We will help and then we'll invite you

out here if it makes sense for you to

come out to our headquarters. So, you

can go through mine as an example. And I

think it's pretty good. Isn't that

pretty good? It's [ __ ] awesome and we

spent a really long time on it and you

will get a lot of value from it. So,

with that being said, that leads me to

the third way of delivering this is

services. Now, I think this people sleep

on this so hard, right? From a lead mag

perspective, do work for free. Create

lots of goodwill. People again get

really bent out of shape on this free

services one because they're like, I

don't want to do work for free. All

these freebie seekers. Again, only do

the free work for people who are

qualified. That's it. So, let me ask you

something different. I want you to

imagine in your head your perfect lead,

right? The perfect c, you know, perfect

type of customer. It's like they'd have

they'd have the budget, right? They have

the authority to make the decision. They

clearly need it and they want to act

now, right? Well, if you just only give

the services away to people who agree to

those things up front, that's probably a

good idea. What's not a good idea is

giving it to somebody who's broke, who

can't make a decision, doesn't really

need it, and is kind of like not sure if

they want to do it now or not, probably

a terrible waste of your time. So, all

of these things, you want to use them,

just use them for the right prospects.

And so, this is where free audits with

some level of implementation, same day

service delivery, done some any sort of

done for you component. And the way that

you have to think about this, I'll give

you some math mind it. So, let's say it

cost you one hour of labor, right? They

actually pay somebody else to do in

order to give something valuable away.

Now, let's say that $25 is your hard

cost, but what people would

realistically charge for this, and this

happens all the time in services, is you

you could probably charge $250 plus for

something like this. Not a bad like

pretty decent offer. $250 bucks for free

where there's real service, real person

does work. That's fairly compelling.

Now, let's say that we get one out of

four of these people who you give this

$250 thing away for to do it. Well, what

does that mean? Our cost to acquire a

customer is 25 time four. And so, would

we be willing to give away a lead magnet

to four people to get one to buy? Would

I be willing to pay $100 to get a

customer? Well, provided I'm making a

lot more than $100 in the customer,

probably. So, not a bad idea. And so for

my very first business, to give you an

idea, I trained people for free for a

year. I called it the free training

project. And I did that because I wanted

to get a bunch of testimonials. And then

once I got a bunch of testimonials, then

I showed the world the testimonials.

More people did it. And they did in

exchange for money. In fact, it worked

so well that after the year of time that

I worked with those people for free, I

said, "Hey, I have too much demand. Do

you want to pay me now?" And almost all

of them said yes. That's what's like

people were like, "Oh, they're all

freebie seekers." like no they actually

they were all happy to pay and that was

that right? So don't get like if you get

the if you get the right people they

will continue to stay and pay provided

you do a good job. So that leads me to

my fourth uh fourth way to deliver a

lead magnet

which is physical right physical

products. And what's interesting again

here is that you can combine these

things. So what do you think what do you

think these books are? These are lead

magnets, right? Fundamentally, now

obviously they're incredibly valuable.

And after you solve your offer problem

and you make something that way more

people want to buy and then you make

more money, what are you going to want?

You're going to want to figure out ways

to advertise that and get even more

people to find out about it. And if

anytime you're like, "Hey, I would love

help to just speed this process." You

can call us, right? And if you're like,

"Hey, I've done all of your stuff and I

went from, you know, 1 million to 50

million a year. I'd love to in, you

know, have you guys invest with us and

partner, then that's why we do all this

stuff, right? It's a very long game."

And so you can absolutely have something

that's a physical product and

information, right? Or the scaling road

map is software plus information, right?

You can combine these as many times as

you want, but these are fundamentally

kind of the categories that I think are

when I'm like, okay, I get what I want

to do now. How am I going to do it? But

I'll give you a completely different

example. So if you wanted to give away,

let's say you go to a conference and you

give a hat away to anyone that says that

they're a CEO, that says CEO, right? CEO

is pretty e, you know, ego driven or a

shirt that says CEO with lots of O's and

zero dollar signs afterwards. A lot of

people would do that. It's like, hey,

but in order to get the shirt, you got

to prove that you're CEO. So now I get

an incredibly qualified list of CEOs

that I gave a physical product to,

right? And so the idea here is like just

think what would somebody who is the

type of person that I'm looking for want

and then can I just give that to them?

And how much does it cost me for a

t-shirt? Three bucks, four bucks, fine.

And maybe maybe I convert only one out

of 20 of those. $100 for a CEO feels

like a good idea. So once we figure out

what problem it solves, four ways to

deliver that thing. The next is how are

we going to name it? So this one is so

slept on. People underestimate the value

of this by a mile. And so I'm going to

have you not underestimate it and

appropriately value this, which is name

your lead magnet the right way.

And I'm going to tell you the real

secret to this.

You ask your audience. All right? So,

this might seem minor to you, but it's

massive. Right? How you how you name

your lead magnet will determine your

engagement rate more than anything else.

Right? When I ran my first gym, I had

something called my big booty boot camp.

Right? Now, why would I call it that?

Because six week deadlift and squat

seminar doesn't really convert with

chicks, who was my primary audience at

the time, right? And so, again, was it

the same thing? Yes. All I did was

deadlift, squat, and hip thrust. Like

that was that was primarily what I did

over that six week period for them and

taught them as main moves. But if I had

made my marketing about that, they'd

have been like, "Yeah." But if I said,

"Hey, who wants big beautiful round

glutes?" They were like, "I do." And I'm

like, "Cool. This is just the way we're

going to get you there." Like, I'm not

going to advertise the vehicle. I'm

going to advertise the result. And so

now big booty boot camp might have been

something that attracted a certain type

of woman. If I said tight and toned

booty, tight and toned glutes before I

said bubble butt, right? Bubble Butt

Boot Camp that might have attracted a

different person. The thing is is that

you can just test these names out so you

can figure out which one not only

attracts the most leads but ideally the

highest quality leads. And so this is

how I actually test them. So I get super

clear on who my avatar is and then I run

small ad tests comparing the headlines.

Now if you don't have the capital for

that or the money, you can just pull

your audience. So if you have a hundred

people who follow you, you can put it in

your stories and say, "Hey, help me out

here. I'm trying to name my lead magnet.

Let me know which one sounds better for

you." Now again, you want only the

people who are the type of person that

you're advertising to to respond. So you

could say before you introduce it, by

the way, if you're not a business owner,

please don't answer. If you're like, I I

don't even have an audience. Don't

worry, I got you. The next thing you can

do is just open up your phone and then

you use this amazing device and then you

text. So you just text people and you

say, "Hey, which one do you want?" Or

you just make a post and say, "Hey,

comment A or B underneath of it." Right?

There's all these different ways that

you can do it. And maybe you combine two

or three of those ways in order to get a

close enough directional response. This

book, $100 million leads, I split test

six different headlines for this to get

$und00 million leads because I looked at

advertising. I looked at promotion, I

looked at marketing, and here's the cool

part. I actually show the results of the

test inside the book. So, I split test

the names, I split tested the image that

I was going to use, and on top of that,

I split test the sub headlines. And so,

I I did that because I want to make sure

it's going to be a winner out the bat.

If I'm going to spend two years writing

the book, I can spend two days testing

the headline, which is sadly going to

influence how many people buy it more

than anything with one caveat in the

short term. In the long term, it's the

stuff between both of the the front and

back cover that's going to be the thing

that does it over the long term because

word of mouth, especially in in the book

world, is really the only thing that

matters long term. Anyone can launch a

book. Very pe few people can launch a

book that continues to sell. So, I'll

give you a few naming conventions that

work well. So number one is number plus

outcome plus time frame. So that'd be

like three emails that can turn cold

leads into clients in 24 hours. All

right. The second would be something

like how to do X or how to yay without

boo if you greatest insecurity. So yay

means good thing, boo means bad thing,

right? So how to build a funnel without

hiring copyriter even if you've never

done it before, right? Or even if this

is your first time. Next would be you

know the adjective type that good thing,

right? So, the lazy funnel template that

converts like crazy. The next one would

be X mistakes. Now, there's a bunch of

different ways you can do this one. I

gave an example of it earlier, like

four, you know, four mistakes that are

keeping your business under a million

dollars a year. It works great. But

another version of this could be like

three mistakes you're probably making,

five ad copy mistakes that are killing

your conversion rate. Just put X

mistakes that

prevent

Good thing.

Cool. See, they're killing your PTR,

it's killing your business, it's

preventing you from getting this goal,

whatever it is, is like these are the

mistakes that keep people broke. So, now

that you have a lead magnet, you know

the objective, you know how to deliver

it, and you know how to name it. The

last step is how do you make money with

it. So, now you just got to ask them to

buy. And so, this is where most people

fail, right? They create the great lead

magnet, but then they forget the call to

action, right? So, what do you want

people to do after they consume your

lead magnet? And so, the the formula for

for call to actions is so simple. The

only thing simpler is not doing it,

which is what most people do. And not

only do they not do it, they don't do it

often enough. So even if they do it

once, they forget to do it again and

again and again. And I'll give you a fun

little stat that they found about sales

people is that the sales people who ask

the most times get the most deals. And

so in your marketing, you want to ask as

many times as you can. Here's the

caveat. How do you ask so many times

without turning someone off, right?

Because if all you do is ask, then

eventually they're like, you don't have

the opport they'll they'll stop giving

you the opportunity to ask. So you want

to maximize your ability to ask times

the amount of times you ask. And so

maximizing your ability to ask means

that you're continually providing value

between your asks. And so you need to

increase your value per second so that

people are like, I'm willing to hear

this ask because I just got value and I

will probably get value after this. The

formula for CTA is very straightforward.

Number one is you want it to be clear,

not clever. Be very clear. This is

exactly want what I want you to do.

Clear direct CTA.

then

exact

next

action

and then three reason

to do now. In all CTAs, you can still

use scarcity, urgency, or both in order

to incentivize someone to act. Now, now

I'll be straight with you. It's great if

you've got it, but if you don't have

scarcity urgency, you just at least want

to make the CTA. So, I'll give you a

simple example. So, I have within this

book or all the books. All right, turn

to a magic page. How about that? At the

end of every chapter, I have right here

a CTA, free gift, everything I learned

from XYZ. And then they click that or

you can click that and you go to my site

acquisition.com where you can watch more

stuff about that. But on my site, you're

getting one step closer to becoming a

portfolio company. We're coming out for

for for a workshop that we have every

month. You could do any of those things,

right? But we want to start walking them

down the process. And so I will give you

a little tidbit on number three is that

the reason you can always have the

urgency is just an additional great

reason to do it now or the scarcity is

an additional great reason. But having

any reason is better than no reason at

all. Right? So there's tons of, you

know, research on this, but like people

were trying to cut in line at a

university and they said, "Hey, can I

cut you?" And people were like, "No." If

you said, "Hey, can I cut you because

I'm late for class?" People would say

yes. If they said, "Hey, can I cut you

because I have a dog?" People would

still say yes. Even though it made no

sense, wild. So, we want to use that

same logic to get more people to respond

to our thing. Ideally, we want the

reason to make sense. But even if it

doesn't make sense, it'll still work

better than no sense. So, it's my

one-year anniversary of being in

business, and this is the promotion, so

do this thing. Hey, my daughter just

lost her first tooth, so I'm running a

promotion here. Go get this thing. Hey,

it's National Dog Day. If you have a

dog, you should do this more than

anybody else. It doesn't matter, right?

So, I'll give you an example. If you

were in the fitness industry, obviously

I came from there. If you're a fitness

coach and you only have like so many

spots, which you probably do, then tell

people that they have to sign up now or

they'll have to wait for until the next

spots open up, right? And so, here's the

cool thing about anything that's a

service business. So, this is unique to

service, but 78% of businesses are

service, so this probably applies to

you, which is that you do not have

unlimited capacity. If I said, "Okay,

can you take a,000 customers tomorrow?"

you're probably saying no. So you do

actually have a capacity limit. It might

be four, right? If four more customers

will get you to capacity, then say so

because the thing is is that you assume

that they know how big your business is

and they don't. So if you're a small

business, leverage that so that you have

scarcity based on your existing small

constraints. And if you're a big

business, you're like, well, I don't I

have, you know, I have a huge amount of

capacity. Then what you can do is you

can have cohorts that roll. So you can

say, hey, I can only start this many

people per week. and then you still back

into some sort of capacity or if you

want to get into this group of people,

you should do it this Friday. And so

what do we do here? How do we how do we

how do we operationalize this? So one is

we give value first, which is the whole

spirit of the lead magnet. Now we give

value by revealing a problem, giving a

free trial or giving them one step of

many. We then have four ways to deliver

that magnet which is software,

information, services, physical products

or combinations of those. We name it in

a compelling way, which you can use any

of these for, or just ask your audience

what they would find interesting, which

is a great way to test this. And then

finally, make sure that you embed CTAs

within your lead magnet and before and

after lead magnet so that you increase

the likelihood that they buy your