You want to influence someone to establish a 1 to 1 relationship with you, when that someone is not familiar with you and your work. Think about what might motivate them. That thing is your lead magnet.
These days, a lot of business marketing and branding activities occurs through and on the computer. One core aspect of your business depends on attracting “eyeballs”. You might be expanding your email contact list. You might be trying to accumulate fans and followers. You might be trying to expand readers, customers, members and subscribers.
Towards these ends, one of the primary things you will do is expand your email contacts list. One of the most productive and successful ways of doing this is to offer a lead magnet. A lead (pronounced ‘leed’) magnet is a tangible thing you promise to deliver to your audience if and when they register their email address with you.
Crafting The Lead Magnet
Your lead magnet should be concrete, focused and actionable. The less abstract it is, the better.
It should be easy to consume. You do not want to overload the target customer with information.
It should have a recognizable value. Do not be cheap here; do not feel you are giving away secrets.
It should trigger and reconfirm a great impression of you and your work.
Again, make it a clear thing. It could be things like:
· Checklist of supplies and tools to have on hand in your studio
· An e-book, such as jewelry silhouettes vis-à-vis body and face shapes, or guide to getting started on Instagram
· A tutorial or project instructions
· A downloadable
· A ticket to access something else, such as getting into a private showing of your work
· A voucher, like a discount coupon for a piece of jewelry you have made
· A short how-to video
A physical lead magnet will work better than something nonphysical.
Give your benefit a name. The name should confirm that the benefit is a physical thing of value that the customer will get, thus rewarding the customer for sharing their email address with you (or registering on your website).
#’s, capital letters, symbols in messages catch attention.
Be A Generous Giver
You want to influence someone to establish a 1 to 1 relationship with you, when that someone is not familiar with you and your work. Think about what might motivate them. That thing is your lead magnet. Think about the best way to leverage your lead magnet in order to asset your influence.
You establish a sense of reciprocity. Be generous and they will trust you.
Keep their work simple. Ask them to make a micro-commitment — simple to get, little work for them, but a big asset for you.
Build In A Contingency
You can set some kinds of limits to heighten the customer’s motivation to follow through. Create a sense of urgency to comply with your call to action. For example,
· Your ‘benefit’ runs out in 30 days
· If you are the first 10 to sign up, you get a 2nd benefit
Examples of lead magnets:
· Free mini-lesson, ebook or guide on a technique or project or how to get started making jewelry
· Discount coupon for classes, supplies, pieces of jewelry
· Tutorial videos
· Jewelry making supply list, curated favorite jewelry making supplies, and how to use them
· Exclusive access to a webinar
· Printable color wheels
· Exclusive piece of jewelry, like a stretchy bracelet
· Live preview of new pieces you have made (before showing them to the public)
· Jewelry appreciation guide — techniques, materials, history
· Behind the scenes content so that they can see your creative process
· Personalize jewelry recommendations
· Survey their tastes so you can match these to your jewelry pieces which are currently available
· Collector’s guide: how to get started, caring for jewelry, how to determine value
· Jewelry-themed desk top wallpaper; mobile wallpaper: perhaps featuring your work
· Virtual jewelry show ticket — showcase your latest work
· Local Art and craft show calendar, particularly if you will be showing at these
· Various checklists
· Article about how to buy gemstones
· Invite to ZOOM or chat session for a Q&A about jewelry making or problem solving
Delivering Your Lead Magnet
As a jewelry designer, you want to convert exposure into prospects. This means you want to deliver your lead magnets everywhere you think you can get exposure to the types of people you want to stay in touch with you.
You might list it as your E-signature on emails, or on your business cards, in your social media profiles, on your website.
Example: In your Instagram bio: DM me “LIST” to get my upcoming materials checklist when it is ready. Then in response to their DM, return with, “Which email address should I sent it to when ready?”
If you are directly someone to a form for collecting email addresses, instead of heading that form: Join My Email List, focus on the lead magnet. For instance, you might write: Get my free guide to …
If you are creating videos and reels, your last slide my be that call to action: Get my free guide to…
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