When it comes to creating your lead magnet for your photography business, make sure you don’t fall into the trap of these 3 mistakes. By addressing all 3, you will find that your email list will grow and your engagement will soar…
Mistake #1: It’s all about you.
One of the biggest mistakes I see made by photographers is that their lead magnets are all about the writer, and not the reader. In other words, too many ‘I’s and ‘ME’s and not enough ‘YOU’s. It’s the fastest way to turn off the reader and lose their attention. It’s not enough to create a piece of content that showcases how good you are and what you do. Although I encourage that you share your story and who you are (as it makes us more relatable to our audience), make sure you are bringing it back to the reader and how your story can have an impact on them. Every person who downloads your lead magnet must be able to easily answer this question: “what’s in it for me?” They want to find some value in your content. Ultimately, you need to solve some sort of problem that your ideal client is currently experiencing in their life. Going back to basics and understanding who your customer is and what they need is the easiest way to make sure you don’t fall into this lead magnet ego-trap. So work on your avatar, and really dig into the understanding about what they need and want. That way, when you create your lead magnet, you will naturally know how to bring the conversation back to them without having to make it all about you.
Mistake #2: It’s not specific enough.
Your lead magnet needs to be specific, both in the title as well as the content. Being a bit ‘meh’ in either, will not grab the attention of your prospect, and will not engage them for very long either. The easiest way to show you what I mean, is to give you some examples of lead magnet titles:
❌ How to photograph your kids
✅ 5 ninja tips for photographing your kids, just using your smartphone
❌ Wedding photography ideas
✅ 10 on-trend wedding poses that all 2020 brides should have in their wedding album
❌ Why you need professional headshots
✅ How professional headshots can transform your career and business (with real life case studies)
You get the idea. Be specific and use the title to make a promise. If you’re not getting much interest in your lead magnet, try tweaking the title slightly. Make a big promise and then deliver on that promise, and watch as your email list of ideal customers soars.
Mistake #3: It doesn’t create demand.
Your lead magnet has a big role to play in your marketing and strategy. No pressure! It has to generate leads, build a relationship with your ideal clients, and also create demand. However, that last function is often overlooked. Even if you have avoided mistakes #1 and #2 above – you’ve created an epic lead magnet that is not only irresistible, but also solves some kind of problem for your reader – it still might be missing this vital ingredient. Now, there is a fine line between being too pitchy, and not creating demand. So the way you need to look at is, does your lead magnet answer at least one of the following:
- Does it position you/your service as the solution to the readers’ need(s)?
- Does it address objections that may prevent your lead taking the next step with you?
- Does it inspire, educate or entertain the reader, and empower them to make a decision to work with you, or persuade other decision makers to?
If you can answer yes to at least one of these, you are on the right tracks. Being able to meet any of these criteria will move your leads closer to becoming a client. Ultimately, this is the goal of your lead magnet. I see so many people using lead magnets that don’t actually do this, and it leads to someone downloading it but never taking action. Once you’ve lost their attention it can be difficult to get it back, so make sure you are engaging them correctly from the get-go.
So are you making any of these 3 mistakes? Don’t worry, you aren’t alone. Just make a few simple tweaks and you’ll be back on track to making your lead magnet the engine of your lead generation machine. If you’re just starting out, make sure you do the work upfront – the research and the strategy – to avoid discovering that your lead magnet is not working for you. With the right lead magnet(s), you will attract your ideal customers, and the right content will help convert them to clients. Good luck!