15 KiB
How to Make Better Offers and Lead Magnets
Sursa: https://youtu.be/7qY7gBMWOB4?si=uVRLy6xdJTxFzUvG Data: 2026-08-09 Creator: MoreMozi Format: Video (~13:18 min) Tags: @coaching
TL;DR
O ofertă slabă se repară pe unul din 3 vectori — viteză, risc, ușurință (plus un al 4-lea: bonusuri/decoy/discount agresiv) — iar lead magnet-urile bune dau ceva de valoare reală în schimbul contactului, nu doar "cere ofertă". Lead magnet-urile scalează mai bine pe ROAS pe termen lung decât call-to-action direct spre ofertă/workshop, pentru că prind și segmentul care nu e încă "fierbinte".
Puncte cheie
- 3 vectori de diferențiere ofertă: viteză (mai rapid ca oricine), risc (garanție/asigurare pe frica principală a clientului), ușurință (pregătești tu terenul pentru client). Alege minim unul, fă-l foarte bine — nu trebuie toate 3.
- Dacă "nu-ți permiți" să oferi mai mult pe unul din vectori → crește prețul, nu mai ești produs comoditizat, clienții plătesc pentru premium.
- Al 4-lea vector — mecanisme de ofertă: giveaway (+ premiu de consolare pentru locul 2), money-back guarantee, decoy pricing, buy-X-get-Y-free (dai mai mult gratuit decât plătește clientul, ajustezi prețul).
- 3 tipuri de lead magnet: dezvălui o problemă (ex: "7 greșeli..."), trial din soluție (rezolvi gratuit o bucată reală), splinter offer (extragi o piesă mică din ofertă și o dai gratis/foarte ieftin ca să vinzi restul).
- Reduceri mici (10-20%) nu schimbă comportament — vrei discount-uri mari (80-90%) pe ceva care te costă puțin, ca să deschizi ușa spre upsell.
- Lead magnet-urile bat pe termen lung call-to-action-ul direct (ex: "vino la workshop") la ROAS agregat, pentru că ating și publicul care nu e încă pregătit să cumpere direct.
Transcrierea
Many people still have terrible offers and or terrible lead magnets So I'm gonna cover kind of like the common troubleshooting that I go into with people who have bad offers bad lead magnets are both All right, so let's just focus on the offer side. I Forgot to put the little thing so that it comes one at a time. So I apologize So these are these are all popping up at once. Okay, so let's imagine That and this is actually probably the most common thing like this is especially true with home services But if you were in an industry where it's very difficult for other people to compare your offer very easy for people to compare Your offer to someone else's you need to win on one of these three vectors You need either be faster than somebody else you need to be less risky than somebody else or you need to be easier or Multiple but you have to from a strategy perspective You want to focus on least one of those three things and so whether you're doing kitchen remodeling You're doing roofing. You're doing concrete. It doesn't matter. There's always a way to be faster There's always a reason to be to less to be less risky. There's always a way to make it easier for the customer I promise you there's always a way now then you might think oh, but I can't afford to do that. No shit That's why you raise your prices to reflect this premium because you're no longer a commoditized product and Guess what people will pay for it So what I would encourage you to think about your offer is what would it take For me to get this outcome for a customer in one-third of the time Like actually answer that question This is why it's good to do this with your teams like what would it really take? So rather than saying we can't do it or we can't afford to do it answer the damn question What would it take now if it would take paying contractors? 50% more to get them to do same-day next-day responses for you fine Then the next question is can we sell that to? Customers now if the answer is yes, then ding ding ding we have a winner now if the answer is no that we just go up market To rich people who absolutely value speed risk and ease So if you need to approve the offer one of the first places I look is speed right what would it you know What would what would it take for us to get to get it all done in one-third of the time? So I know we're getting x-rated did not talk about this is this is gonna be my launch of only Alex I didn't I didn't I didn't tell you guys that The next one is is risk right so can we ensure? The biggest fear or can we guarantee against it? So you can think about this from a warranties perspective You can think about from a guarantees perspective Or one of my personal favorites because this is something that I've implemented with plenty of businesses Is you actually just get an insurance policy on whatever their biggest fear is and you say don't worry We cover damages up to X Because we already have insurance for it And you include that Into your cost which typically is not nearly as expensive as you think as you think it would be So that's the second vector that you can consider from a from an offer's angle And yes, I'll be here all night and I I've got even less underneath calm down So the third is ease and so the way that think about ease is How much can we kind of prepare the way for the customer ahead of time? Like how can we prepare for them? Is there anything we can do in the intake is anything we do the onboarding can we do any kind of this prep ahead of time? So we can do pre-work for them so we can make their experience that much more seamless And what's crazy is that so few businesses think this way or do it that customers will almost always Appreciate and recognize it when you do in your business, right? Like this is this is a this is a soft toss But for those you have been out to L1 Or L3 or out to for in person Many of you can probably sell like we take a huge amount of care and making this an exceptional experience for everyone and try to bring in as Many of these tiny little details as we possibly can So like when people know your name when you walk in they know about your business like all that stuff takes work on our side So we can make it a delightful experience for you And so when we're thinking about the offer like I think about these value vectors because these are the things that are really going to drive the Business and right now if you're like I'm suffering because I want commodity. This is how you solve it now The fourth one here is now introduced because we have money models book out But you can always just wrap what you currently have in giveaways when your money back decoy pay less now pay more later a buy XKY free So you can immediately take whatever it is that you're selling and you're like man if I could just get cheaper leads Then do one of the attraction offer mechanisms Do a giveaway do a kitchen remodel giveaway, and I promise you guess what you call everybody else who's in second place Who didn't win the grand prize and offer them a second-place prize offer them a participation trophy? Hey here's second place by the way is $2,000 discount on your kitchen You won congrats Right and if something that's more service based where they have to do stuff when your money back works awesome If you have a more transactional style business decoy works great By XKY free works in so many different versions of this the key with by XKY free by the way guys is you want to give away more Free than someone pays for it and you just adjust the price accordingly So let's say instead of let's say it's a hundred dollars a month for 12 months. It'd be 1200 bucks What you do is you do like buy six get six or buy four get eight That's like a crazy deal, but you just make the four three hundred dollars each just big tip and And you know check with the legal people in your area all that stuff. Okay great Advertising laws differ by by county and region and so check with your attorney to make sure that things are advertising compliant But these are the things that I would do upfront to improve my offer now This one is super common and let me see if I include this in my examples. Yeah, well before I do okay We have a relatively large brand right and you might think oh if I If I had Alex's brand then I would be able to just say like hey, just give me money Doesn't really work that way and so you might find this interesting we run ads for our workshops right that way if here in Vegas and We also run ads to the scaling roadmap, which is a lead magnet that I made now. Here's what's really interesting the direct to workshop ads have higher row ads Upfront which sounds kind of obvious. Oh when people come say yes I would like to buy a workshop and then we offer them a workshop more of them buy it duh But what's more interesting to me is that the scaling roadmap has higher row as overall ah When you expand out the time rising And and this is the part that people miss and It scales better so Workshop is a very direct call to action and if I if I if I made my whole business about saying hey come to a workshop It would be tough because I'm only going to be offering the people with absolute warmest in my audience, right? and so you guys if you hopefully you went through the hooks and Hooks playbook in the go-to-dads playbook and if you didn't shame on you because you should but we talked about this with this the the pill the the advertising stages of awareness excuse me If I'm just saying hey buy a workshop, I'm really only hitting these two segments of the market, which are not that big But if I'm if I'm going scaling roadmap, I'm gonna be able to get way more people Up here than all of this put together, right? And so if I have higher row as here and I can reach more customers It's by far better front end, which is why I still it's so funny because I hear people be like lead magnets don't work It's just like it's small businesses who say this right and smalls relative Maybe maybe the person you listen to is making five million dollars a year whatever but like Everything's relative here And so it's not right or wrong if you only are trying to make a smaller amount of money You for sure will get higher rows if you just say hey go buy my stuff like there's no question about that But if you want to get into huge higher realms You have to soften the ask and make it more attractive for people to take action and then create the conversion process around that If you have a better dream outcome match So right now it's like my lead magnet is just not first off many of you don't have these you just straight up Especially you home services guys you guys do this all the time, right? Like you're like I'm just running Google Google ads to my website. I'm like well What's on your website? They're like well just my website I'm like and then you look on it says request quote for the love of God No one wants to request a quote All right, so give them something in exchange for their content information and how do we make it even more enticing? Give them something they actually want give them a better dream outcome describe it in their own language of what they want Right 11 frameworks we use to build wildly profitable gyms helpful now. There's three types of lead magnets You can reveal a problem You can do a trial of the solution or you can do a one step of multi-step. All right This is a splinter offer so reveal a problem seven mistakes homeowners make when fixing their HVACs Very simple, right? Trial solution. Hey, so actually had a really cool company come out for an L3 last week Basically, they had figured out how to get any local business Onto number one two or three in local maps. That was all they do They just get people on one two or three when someone searches like you know, Jim near me one two or three local maps That's what they're they're able to do and so there their whole lead magnet is we'll just get you one two or three for free And then we'll call you in seven days and ask you if you still want it It works great They're crushing it All right, like if you can give a trial of the solution one of those vibe always do it super easy You will get a ton of leads for it. Now the third is the one step of multi-step. This is a splinter offer All right, so I had a cash guys episode where I had a lady named Ashley who did fashion consulting And so she had a request a quote type thing like just book a call with me for an assessment It's okay. It's just like I'd rather have some sort of incentive to do it, right? And so we came up with she's gonna figure out my my color palette Right like what are the what are the colors? I should be wearing with my skin tone with my personality with my whatever with my zodiac sign Who cares? All right, but the point is I'm gonna get some some sort of value from this exchange So then I ask okay, how quickly can you automate and she's like yeah, I can auto prove quickly It's like great. So that's what we can do and when you do a one-step of multi-step Everyone like my pushback that I almost always get is Everything I do comes together No, it doesn't there are always pieces that you do in a process Well, I'm not gonna fix someone's door. It's like well, you can fix part of it You can put a coat of paint on you put a sealant on before you for if we there's always you can just measure it Like you get there's always some piece that you can pull out and say I'll do this for free Well for a significant discount and so let's think about it like this Let's say that you have an offer. All right, let's see if my drawing is gonna be up to up to stuff here Yeah, that's that one up. All right, there we go. Let's oh I almost had it and I just messed it up. Okay, so we've got this this this offer that has a Bcd you got four components to our offer right and let's say you currently sell this for $2,000 It's often more powerful for you to have just take this guy move it over here and have Be over here that's gone and then give this away for 90% off Or free And Then once someone has this they then want to buy a CD That's how that works and so there's almost always a version of this that can get someone in the door And this is also how you can make what I prefer to have which is insane discounts Not like I hate the idea of a 10 or 20% discount. There's no point Right, I want to have crazy discounts because I want I want a discount to be significant enough that it changes someone's behavior And so a 90 or 80% discount that will change people's behavior And the reason I do that is I can just pull it off on something that cost me very little So that it can then create my upsell process into my main thing. This will help you get cheaper leads So many of you right now Your offer sucks, which is why you can't get cheap leads for whatever business or market you're in You don't promise anything around speed. You don't promise anything around ease You don't do anything to reverse risk and you don't have to do all three to be clear just focus on one hammer it and do it really well and preceding your offer You just don't have anything and you don't give people a good reason to engage in your ads and actually give you their cocktail information So make something that's really compelling my personal favorite way of giving lead magnets to give something that people other people charge for The the more real the lead magnet is the more that it actually has true cost The more likely it is that it'll work