Newsletter & Email Growth: Growth In Reverse

VIDEO - Lead Magnets V1
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Dylan Redekop: [00:00:00] You can do more harm than good if you are gating content that should not be gated

Chenell Basilio: My bar for a, a standout lead magnet, like an Insanely valuable lead magnet is...

Dylan Redekop: he writes a really high value newsletter edition, and then that is his lead magnet

Chenell Basilio: can't even put a dollar amount on that. That's just like building up your credibility.

The whole goal of this.

This isn't just like give away a free thing and walk away from it.

Dylan Redekop: Just kinda like not super compelling.

Chenell Basilio: The main thing people miss is... That is like my number one tip

Chenell Basilio: Let's talk about lead magnets,

Dylan Redekop: to talk about lead magnets.

Chenell Basilio: a

magnet for leads.

Dylan Redekop: A magnet for leads.

but what is a lead magnet? Chenell,

Chenell Basilio: It's a magnet for leads. It gets you leads emails via a magnet.

Dylan Redekop: Do you have to pay for lead

Chenell Basilio: That's so good. I mean, magnets aren't free, so probably, but no, not in this

Dylan Redekop: magnet? Okay.

Okay. If I wanna lead, if I want a magnet for my fridge, yes. If I want a free resource from a newsletter creator, no. I have to pay with my email [00:01:00] address.

Chenell Basilio: There you go.

Dylan Redekop: Yeah.

If you haven't figured it out already, we are gonna talk today about lead magnets. We've been running this podcast for over a year now, and it kind of dawned on us that we have never really done a sort of in-depth, episode on lead magnets.

We've talked about different creators and successful growth stories that have included lead magnets, and we've even interviewed people about them, but we've never actually had like a dedicated. Show about it. So we thought this would be a great chance to, to dive into the world of lead magnets, kind of give you guys a rundown of things we've seen that have been working really well.

Some key things to include when you're creating your lead magnet all that kinda stuff.

Chenell Basilio: Let's do it.

Dylan Redekop: Let's do it.

Let's do it. Okay. So we talked about what a lead magnet is right off the hop, so. It's a, it's a free, like to really dumb it down. It's a free resource that you give away in exchange for somebody's email address, right?

There's a value exchange there. They're trusting you with their, with their email address and you are sending them a free resource. And so obviously people will do this because they want to build their email list. They'll build their newsletters, [00:02:00] right? So this is one way to go and do that.

Chenell Basilio: there's so many different versions of it too. Like some, some lead magnets are really easily consumable. Some of them are like quizzes that you wouldn't think are lead magnet. And so it's like the, the gamut runs wide with this one. So I think that, uh, it's gonna be a good but long

episode.

Dylan Redekop: A good but long episode. Yes. Buckle up. Buckle up. And we may just have a free resource for you to get in the show notes of this episode. You might have to enter your email address though. It might be a lead magnet. So we're going It is totally

Chenell Basilio: a lead magnet. We are, yep. Growth reverse.com/lead magnet and you can

get

it.

Dylan Redekop: You got it.

Okay. So diving into lead magnets, I think one of the things that you and I have been in this space for, , pretty heavily in the last three to four years, right? So we've seen people say Lead magnets don't work. Say they do work. Swear by them, swear against them. So what is, what is kind of your case for lead magnet?

Like, actually, let's start with this. Do lead [00:03:00] magnets still work?

Chenell Basilio: A hundred percent. And I think there was a time, I don't know, two years ago, that everyone was poo-pooing on lead magnets because they're like, well, your content should just be valuable enough and whatever. And I've probably. Said this too, but I think there is a point at which people just want something quick.

They want their problem solved fast for the specific thing. And a lead magnet is a great way to help someone solve a problem like that. And then they're now in your ecosystem and they can keep learning from you and consuming your other content. So I think lead magnets definitely still work. I think they're having a resurgence right now.

Um, and even if you don't think something is a lead magnet, you've probably seen these daily and you're just not realizing it.

Dylan Redekop: Yep. Yeah, the comment to get, we'll get into the different strategies, but like if somebody's posting on LinkedIn saying, I've built this thing, comment keyword to get it, that is very much a lead magnet strategy. So,

Chenell Basilio: Same on Instagram

too.

Dylan Redekop: yes, with ManyChat and all that stuff,

automation's built in. Yeah, there's the, it's all over.

It's on YouTube, it's everywhere. So, It's, they [00:04:00] still work. And I'd say in some ways it work better than ever because I think the allure of subscribe, like, subscribe to my newsletter. It doesn't have the pull it once did. Right? With the proliferation of newsletters all over the place. You need to, you almost need this kind of Trojan horse strategy of. The lead magnet's a Trojan horse. You're getting into people's inboxes and actually you're subscribing to their newsletter and this is kind of your way in. So I kind of feel if your league man is, you know, very aligned to your newsletter content and actually gonna help people in the same way that your newsletter will, then a lead magnet is still a very good strategy for people to get people on your email list.

Chenell Basilio: Yeah, and I think there's a couple of different buckets of lead magnet. So there is, well, you can have your newsletter as lead magnet. So for instance, I spend 40 hours writing a deep dive on someone. I could hypothetically say, Hey, if you wanna get this thing, instead of just go to the link to read it, enter your email and I'll.

DM it to or whatever, and that is one version of [00:05:00] it. I think the other version is like you can package up content that you've already created. Maybe it's a topic that you've talked about. So we had Sam Vander Wielen on the podcast recently, and she was talking about how she would group together, you know, three episodes from her podcast about a specific topic.

And then she would say, Hey, comment the word mango or whatever, and get the three. Um, so they might've been about email marketing or maybe they're about a specific legal strategy she's talking about. And that's a very, you know, it's like. Concise, bucketed way to like, give someone your content that's already created.

You're just repurposing it. then I think there's the, the typical lead magnet, which is like, let me go create a quiz or a PDF or a cheat sheet or something for this specific problem. And so I think those, and correct me if I'm wrong, maybe there's another one I'm not thinking of. But those are the three that I think of.

piece of content that you're putting behind, uh, pay, um, email. Opt-in gate, uh, a bucket of content essentially. And then, dedicated resource.

Dylan Redekop: Are you saying those are like the [00:06:00] three main types of lead magnets?

Chenell Basilio: I would say they're the three types of content you could give away as a

lead magnet. Like, yeah, so the, the resource one would be all encompassing. That's like the most common one, I think. But there are those other two that you can technically turn into a lead magnet.

Dylan Redekop: Yeah, you can take your existing content. I mean, Matt McGarry spoke about this on our podcast recently too. He writes a really high value newsletter edition, and then that is his lead magnet, right? So, if you write insanely valuable content, you can leverage that as a lead magnet. So it just really depends on what you're comfortable gating and what you're, what you're comfortable.

I guess asking for and the work you plan to put into it, because I have seen so many really weak lead magnets that are just like, get my three step guide to blah, blah, blah, and just kinda like not super compelling. So I think that's, for me, that's the big thing is like. Would I, as I'm creating this, I'm like, would I actually find this compelling and a resource I need to get that I'd be willing to give my email address for? [00:07:00] So I think that's something that when we're creating our lead magnets, we really have to keep in the forefront, I was gonna say in the back of our minds, but really should be on the forefront. Like, but I actually want this. Or am I just kind of creating this thing that I'm just creating for the sake of, you know, promoting and hoping some people will, will, um, will bite on it.

Chenell Basilio: Yeah, so should we walk through like what makes a good lead magnet?

Dylan Redekop: Let's do it. Yes.

Chenell Basilio: My, my bar is like, well, not always, but my bar for a, a standout lead magnet, like an Insanely valuable lead magnet is, would I pay for this thing? Would somebody pay for this? And I'm just gonna give it to them for free. So instead of trying to like create a resource, charge $9 for it, why not just give it away for free?

And like, if it's that good, people are probably gonna share it, you're gonna get more, you know, marketing push behind it because other people are referring others to this resource. And so I think that if you can create something that people would actually pay for and give it away for free, like that's gonna be a killer lead magnet.

Dylan Redekop: I [00:08:00] hundred percent agree, and I think a lot of people would argue that like. The money you will make from a $9 resource, probably pales in comparison to the value you could get from just something that goes sort of viral as a free resource that gets

shared and spread. I

Chenell Basilio: Totally. And if somebody was like, Hey Di, did you see Dylan made this cool thing? Like of course they're G now you're associated with like making great stuff. And that is. That by itself is you. You can't even put a dollar amount on that. That's just like building up your credibility. People are learning about you, and you never know who other people are sharing that with.

So I think it's just a huge credibility booster if you can

do it right.

Dylan Redekop: Yeah. Uh, the other thing that that's made me think of is reciprocity, right? Because you're giving away something for

free. Um, it's the whole kind of like give, give, give, give, give. You're not asking people for money. And then when it comes time to. Charge for something or sell something or have a, even, even ask a favor from your audience because you've, you know, given so much value at no charge.

I, I mean, the [00:09:00] cost of their email address, which in this case should be. Essentially a, a value for them, right? You're, you're only wanting my, you only want my email address for, for all this great information. So I think when you, when you do that enough and then you do make the ask for whatever that favor is or whatever that purchase is, it's just people are that much more willing to, um, at least consider it, if not purchase it or take you up on the offer.

Chenell Basilio: Yeah, so I think as we go through this, just remember that is like number one must have value in this thing. Like insanely valuable is the probably the basis of making all this work. But yeah, I think we can move on to the next one. What's the next point of making a good

lead magnet? magnet

Dylan Redekop: we talked about valuable content, obviously, but a quick win. So for me it's like, is it clear when I download this lead magnet, like what I'm gonna get out of it quickly? Like is there, is there a win that I'm gonna get? Or, if that isn't clear up front, I think the lead magnet should have a really quick win built right in.

So. What do I mean by that? So maybe [00:10:00] it is a, we did the 30 days of growth last year, and so many of those strategies were really quick wins. Like, just add this email to your email sequence, like the four hour email as an example. Kieran Drew, who just adds a, a picture of him smiling at the end.

Like, these are really simple things that you can add to your, your newsletter, your email, whatever, that are really quick wins. So that's kind of what I'm thinking. It's not like, Hey, here's a. How to build your Q2, LinkedIn strategy like that. To me, that's good. That's helpful, but it's not like a really quick win that you can get.

So, I guess my point is the whole league magnet doesn't need to be a quick win, but you have to have something where people are gonna like, see some progress and action, um, and be able to take action right away.

Chenell Basilio: Yeah, I agree with that. I think speed to implementation is a big piece of this too. It's like what can you get people immediately that's gonna give them like a boost or a win, like you said. So

Dylan Redekop: even if it's like, um, you know, optimize your LinkedIn bio for example, like change your, or here's like an example of five different, you know, [00:11:00] LinkedIn bios that are crushing it and it's like, oh, I can easily tweak mine to, to make that change. Just like stuff that people can do really quickly.

That's, , that's gonna be what I think is important.

Chenell Basilio: Yeah, I like that.

Dylan Redekop: so number two, something that's easily consumable and there's a few cases, there's some outlier cases where the lead magnet has not been quote unquote, easily consumable, meaning it's like more in depth. But I think for the most part, we want things that are pretty quick to consume and, learn from.

Would you agree?

Chenell Basilio: Yeah, totally. I think, um, and even if it's not easily consumable, doesn't mean it's short. And like not, you know, this long drawn out thing. But I also think if you can give someone, like for example, we have the Olly Richards example the Google Doc that was like 120 or so pages long, which is like his full background story of like building a $10 million education business.

think that by itself, like you could look at that and be like, that's not easily consumable, but some [00:12:00] people like to read. He also gives you the audio book if you reply to his first email, so you can easily consume it via audio. And so he is giving you multiple formats, which I think is super smart, especially if it's a longer piece of content like that.

Dylan Redekop: Yeah, I think giving people the option to listen to something is, is brilliant or a different way for them to consume it. If it's a video, give them like a transcript version that they can maybe skim and then they see a part of the video that they need more detail on. They can go to that timestamp, for example.

So I think being easy, easily consumed is important. Thanks for clarifying that. 'cause that is, there are different meanings to that. Easily consumable doesn't mean necessarily that it's super short.

Chenell Basilio: Yeah. Although usually a lead magnet is pretty short, but sometimes they're not. So there's always an outlier.

Dylan Redekop: I was gonna start rattling off different types of lead magnets that are easily consumable, but we're gonna get to that. We are going to get to that. We're gonna talk about different types of lead magnets, so please don't bounce. Being like, Hey, you skipped that part. So, third point, I think. We, we kind of touched on this in the beginning, but your lead magnet needs to solve a painful, or common [00:13:00] problem with your audience, in my opinion, at least. Usually painkillers work better than vitamins, but it can be, you could use, uh, you know, kind of a vitamin in the situation as well. It doesn't always have to be like a really painful issue that you solve. However, I think you'll get the best results if there's a common or very painful problem that you're solving for people.

Chenell Basilio: think this is probably the first thing you should think about is like, first, who am I creating this for? Like, who, who needs this thing? And also like, what problem am I solving? I think those are the two that. Should be like the most important. Don't go into creating a lead magnet, being like, well, I wanna build a GPT, or I wanna build a quiz.

It's like, well actually, what are you solving? And then back into the format from there. And that will be more valuable for the person consuming it.

Dylan Redekop: And that's a great shout out because I've found myself being like, oh, I can make a custom GPT for stuff. What should I build? Or same with a quiz, right? Like we've, we've talked ad nauseum about Milly Tamati's quiz and, and how successful it's been for [00:14:00] her. And I'm like, what kind of quiz could I build? But it's like. No, wait. Let's, let's think of the problems our audience is having and then find the right solution for it. So instead of, you know, starting with the software, which obviously is not a smart way to do it, or the tool that you're gonna solve it with, you should really start at the root.

Chenell Basilio: And sometimes, like, don't get me wrong, sometimes you're thinking about something and like you have this brilliant idea because you started with the idea of a format. However, most of the time it's best if you start with like, who's this actually for? What's problem?

Am I solving?

Dylan Redekop: And then there's different

paths you can go down or ways you can solve it,

Chenell Basilio: Yeah.

Dylan Redekop: tools you can use. So that kind of brings me to the last point here about things that make a good lead magnet and for me. This is maybe more of a personal opinion, but I feel a lead magnet should be somewhat interactive and engaging, right?

So what I mean by that is sometimes A PDF is all you need, and that is, that is a great, lead magnet. However, I feel as though in this day and age, we need to be often a little bit more, maybe [00:15:00] interactive and engaging than that. And maybe interactive means instead of just a blank PDF, there's. Link outs to different resources or tools or something that you can do with it that's a little bit more beyond just reading a document. So whether, again, we'll get into different types of lead magnets you can create, but I just feel like something that's, that people can, leverage in, in more ways than just, I dunno. Again, reading a, a blank sort of boring PDF, uh, if you can, if you can

stimulate me more, I'm much more likely to go through it and be a fan of yours for providing me with this.

Valuable resource that, that I actually started and finished and used.

Chenell Basilio: I mean, we, we don't set out to create these things so that they live on someone's desktop, on their computer forever. Right? So like you want someone to actually use this thing, go through it, and at the end be like, wow, Chenell was really great with that. I should look into more of her stuff. Right? That's the whole goal of this.

This isn't just like give away a free thing that's kind of. Crappy and walk like, just walk away from it. It's like you want people to keep using it, get the some value [00:16:00] out of it, and then be done with it. So I think interacting and engaging, like having images or like even in A PDF, having like the sections be hyperlinked so that it goes to that specific page.

Like something simple like that is just keep them moving through this document or this resource that you've

created.

Dylan Redekop: Yeah, I think if you're making a PDF make it like. An optimized PD in any way you can, right? Like

make it, make it good and not just a bunch of written text. So I think there's a, something valuable that we kind of alluded to but haven't said outright, and that is that. A bad lead magnet can cast a whole kind of negative vibe

around you, your your newsletter and everything, right? So you can do, actually, in my opinion, you can do more harm than good if you are gating content that should not be gated and. That goes for everything from a lead magnet to paid content to gated free content. So just, just be thoughtful around that. Like, hey, are people [00:17:00] gonna actually be a little bit annoyed that I'm making them gimme their email address for this resource that maybe isn't worth it? So I think we should also consider that.

And like you said at the beginning, if you think about creating a insanely valuable piece of content that people are like, I can't believe you're giving this away and not charging for it, then you're gonna avoid that. But don't get into the trap of like, ah, everyone's creating a lead magnet. I need to create a lead magnet and just whip something up in a day and throw it out there.

Chenell Basilio: And as we were talking about people sharing these things because they're so valuable, like on the flip side, if they're not good and someone's like, Hey, have you heard of Chenell? And they're like, oh yeah, I downloaded that thing and it was really bad. Like, that's not good. Like, you are gonna do more damage to your, to your re reputation than.

Dylan Redekop: Yeah.

Chenell Basilio: um, yeah, don't just create a lead magnet because you hear this podcast and you're like, I need a freebie. No. Like, do find something that's valuable for people and, and create something once you have that.

Dylan Redekop: Yep. Okay, so let's talk about what they should create. Now let's get into the, the

meat of it. So I wrote down in our, in our notes here, what kinds [00:18:00] of lead magnets are working, and then specifically, kind of right now, because we could, we've, you know, we've beat to death the PDF, and those can I, I think there's still a time and a place for them, but for the most part, like what are we seeing? Things that are working now?

Chenell Basilio: think, of the ones we kind of already alluded to was the quiz, right? Milly's quiz. It's called generalist quiz.com. She has built this quiz with an organizational psychologist. Like it's super valuable and actually helpful for people to like, see themselves in one of the outcomes of the quiz.

And so she's able to. Stand behind that fully. And like people share the outcome that they get from the quiz. 'cause they're like, this is me. Like, I can see myself in this and you like, are giving me words and language to, to use. And so they're sharing it a hundred

percent.

Dylan Redekop: right?

Chenell Basilio: the flywheel. So I think if you can do a quiz well and not like a Buzzfeed type quiz where there's no valuable outcome from it, I think that, that, that could be like a huge, that that could probably be the only lead magnet you need to create to be honest with you.

Dylan Redekop: That's all she needed [00:19:00] to create, right?

Chenell Basilio: Yeah.

exactly. We've seen Tori Dunlap do the same thing. Uh, at this point, over a million people have downloaded her quiz, is just bonkers and crazy.. then when you partner this with like TikTok or Instagram short form video right now, that is crushing

it, that is like one of the, the things I'm seeing work really well.

Dylan Redekop: Lots of people are, are, they're finding a lot of success with that. That kinda leads us into sort of that next strategy of the, the comment to get strategy, I think to, for lack of a better term, whether it's on Instagram, TikTok, LinkedIn, YouTube, know, these platforms where. Traditionally, you haven't really seen people promoting lead meetings. They have, but not in this way. Right. Reply certain word and I'll send it to you. I think Twitter was probably the first place I ever saw this happen, where people were kind of using it and then they

would, they would manually, you know, reply or DM everybody that that would reply until. You know, different apps like Tweet Hunter or whatever, [00:20:00] um, it was called tapio. Maybe they created this like automation

tweet Hunter.

Yeah. They created automation where you could auto reply to people, which was helpful. , The point is that when you, when you tease the lead magnet in a, in a post or in a video, the whole strategy is, you know, comment a certain word and then, and then, um, get the resource.

I'll send you the resource. And there's

some benefits, some huge benefits to that.

Chenell Basilio: mean, it starts building that post up in terms of like the algorithm seeing a bunch of engagement on that post. And so it just creates more people seeing it. And it's like this little flywheel of, you know, more people see it, more people comment, more people subscribe to your email. And so it's, it's really beneficial, but it's one of those things that I wouldn't do.

Too often, can really burn out your audience if they're seeing you put this one of these up like a couple times a week or, or more than that. So, uh, use it sparingly, but it does work if you have something that's super good.

Dylan Redekop: I think Sam Vander Wielen was telling us that she did it with pretty much every podcast [00:21:00] episode. So her, her strategy was more along the lines of. Correct me if I'm wrong, Chenell, but was more along the lines of getting more people, to see the posts because I believe she just sent, for a while she was just sending people the link to the podcast episode that the short, you know, the short form video was referencing or that was clipped from. So she would just send that in a dm. However, she eventually was like, well wait, no, we should probably get their email addresses somehow So.

I think for a while it was just like, okay, how can we get more people engaging with this post? And that was one way to do it. And then it got to the point where it was like, okay, no, I'm gonna actually get them to comment and then I will DM them a link, um, in exchange for e for their email address.

And again, that. Personally, I would think that probably would get some wear out after doing that for a while. If every time you posted something, people had to comment and then go to a link and then enter their email address, you can set up ManyChat automations that kind of avoid that if they've already done that for you.

But that [00:22:00] could I, I could see that getting a little bit tiresome as from an audience perspective.

Chenell Basilio: Yeah, I think the, the one cool thing with ManyChat is like once somebody enters their email address, it kind of saves that as long as you keep that person's profile in the ManyChat account so they don't have to enter it every time, and they'll be able to just get the free things

each time.

Dylan Redekop: and you have to actually create that in the automation, the MiniChat automation to check to see if this person has given you their email address. 'cause otherwise, if you don't and you have to ask that, it will do that. So you have to have that, you have to have a, uh, if this, then that kind of thing set up.

But we're getting a little bit too in the

Chenell Basilio: Too far in the weeds.

Dylan Redekop: Yeah. Either way it's, it

works. Gannon Meyer who we've had

in the growth and Reverse Pro community, he came and gave us like this really awesome automation, that he uses, that he uses with clients that have, done, I think over six figures through Instagram automations he set up for them with Instagram to ManyChat, to Kit, or there are other. Whatever ESP they're using he's just absolutely crushing it with his strategy for [00:23:00] himself and for his clients too. So it is a strategy that does still work, but again, you might need to, like we've mentioned, use it somewhat sparingly. It doesn't have, maybe, shouldn't be every single post that you do.

Chenell Basilio: Exactly.

Dylan Redekop: What, oh, sorry. I'll just tack, tack on one more thing with the comment-to-get strategy. I, I have heard anecdotally that if you do this say on LinkedIn and then you send people a DM just to having that conversation with them in the dms, the next time you post there's a more likelihood or a better chance that They will see you in their algorithm. I've tried to actually verify that this is true, that the algorithm does favor that, and I haven't found any actual, verification that that is the case. Just a lot of people. Suspect that that is the case. So take that with what you with what you will. But if you are getting people, if you're DMing people, there's a, there seems to be a stronger chance that they will see your content in the LinkedIn algorithm in the feed and therefore, um, engage [00:24:00] with it that much more so some other benefits

to DMing.

Chenell Basilio: Cool. right, so moving from the comment to get type stuff. I think one of the other ones that we're seeing nowadays, because AI is so prevalent with everything, uh, is a custom GPT or prompts or anything like that. So I think, you can build out a custom GPT that solves a specific. Problem.

super helpful. Like example, when we did the LinkedIn challenge in the pro community, I let people come in from the outside, I actually built one of these and it was called the Hook helper

helper because the, the biggest problem I was seeing with people not having success on LinkedIn was that their hooks were not great.

And if people don't see a good hook, they're going to scroll away and you've just lost everything. So

the hook helper, essentially, it wasn't perfect, however. People are still telling me they use it to this day and essentially they put in, you can put in your entire post and it will come back with five options of, you are some ideas for better hooks for this post.

And it's just a reminder, like simply using that thing [00:25:00] was just a reminder that like, oh yeah, I should probably have a number in this first sentence, or some more like enticing way to say this versus I spent this much time doing this thing. Or like, it's just. I think the, the hooks are so critical for your posts and that was really helpful for people.

So, um, so yeah, that was like a little bonus that I gave away in that challenge.

Dylan Redekop: That was a good example of a painkiller type of solution, right? People like really struggling. They needed help and maybe they couldn't afford to hire a proper copywriter, conversion copywriter. So your hook helper was a simpler solution for it. So I think that was a good one.

Okay, so custom GPTs AI prompts. Yes. A lot of people do these, do do these, and a lot of people don't do AI prompts great. But there are ways to. I, there's a few people who are doing AI prompts really well, and not just like trying to whip one up in, in a day or in less than a day in 20 minutes and try to sell it as a lead magnet or use it as lead magnet.

So I think these done well, can be super, [00:26:00] super helpful.

A few others that people are probably more familiar with that I think we should still touch on, swipe files. So I saw, another GIR Pro member, Daniel Bustamante. He just released his like. Mega swipe file for lead magnets. It was very meta, but, um, he just sent that out in an email yesterday or the day before.

So, it was like kind of his top 10 performing lead magnets and, and the LinkedIn posts he used to promote them and all this stuff. Right. So it was super valuable. Swipe file. Again, super meta for this episode, but those types of things, whether it's like a copy swipe file, a subject line, swipe file, a email, like design, styling, swipe file, those things can be really valuable.

And all it takes is some, I think, taste making some curation from your end to be able to actually pull these things together and know what actually is good. And then you can, you can tease that and share that with your audience as well. And people will. Give you their, their [00:27:00] email addresses to get the access to that.

Chenell Basilio: Totally. Swipe files are. So helpful, and it's like I am sitting on a bunch of these and I probably should do some stuff with them that I haven't, like every time I see a good welcome email, I'm like, I label it in Gmail. I have this whole thing. I should probably do something with that. But yeah, I mean, swipe files are, they're like a marketer's dream, right?

It's just like, oh, oh, I need to create a sales page, or I need to create a landing page or anything. It's like, well. Let me go check my swipe file. And there you go. So they're very valuable, even though from the outset it looks like you're just curating a bunch of stuff, which is exactly what you're doing, but you're saving people so much time putting these examples together.

Dylan Redekop: Yep,

absolutely. And, and take it for whatever. I think you could create a swipe file for any sort of niche or industry that you're in. There's, there's something of value to be there. So that's one that can be widely used. And most of these can that we're talking about, but for some people might think, oh, I just have to do like, marketing stuff with swipe files.

No, it can be like, uh, thumbnails, like thumbnails that [00:28:00] are crushing it on YouTube, for example. Again, I guess that's kinda marketing, but you get the point, right? Like it can be reciprocated. In many different ways. Databases is another interesting one. If you, uh, have

access to, or you've taken the time to, this is kind of like a swipe file, but maybe a little bit different, to conglomerate a bunch of different, tools or, professionals or like all these different things that you can do. I've seen people do databases of like the best newsletters in certain niches and that sort of thing.

Chenell Basilio: even like, um, yeah, like, uh, you know, VCs that are, are raising money or spending money or whatever the heck it is. I'm not in that space, so I'm not very good with that. But if someone, if like a venture capitalist is, you know. Trying to find somebody to invest in, like, hey, these are the VCs that are actually spending money right now.

Like, that's, that's a huge, huge valuable win for, you know, a startup looking to actually raise money. And so if you can put together a long list of something like that, I think that'll do

[00:29:00] well.

Dylan Redekop: I mean, some of this stuff, if it, if there's, if it's the right. If it's the right amount of information, people would be willing to pay for it. 'cause I think of things like, in the newsletter space, we talk about advertising a lot and sponsorships. So you've got like, Who Sponsors Stuff with their email intelligence platform where they're actually charging people.

They'll give you a taste of it as a free, probably a little bit of a lead magnet as well. A free database of like, oh, all of these different companies have been advertising in newsletters. Sponsor Gap does the same thing. They, they send out an annual or a weekly report of different newsletter, different. Brands that are sponsoring newsletters, but if you wanna get, say, the contact information for those brands, that's when you have to actually pony up and pay some money. So databases can be a good lead magnets in that way to kind of even tease your paid product.

Chenell Basilio: then the last one I just added to this was the popup newsletters. You kind of mentioned 30 days of growth that I did last year, ready to do it again, which is super heyo? essentially for 30 days, I. Put out a daily newsletter and it's a popup, so it [00:30:00] was, you know, there's a specific start, a specific end, and there was like a reason to sign up.

So you got 30 ways to grow or optimize your newsletter. were, most of them were, you could implement pretty quickly and that itself was technically a lead magnet. Like it's free, you don't have to pay for it. that, it's a very intense one, but it also yielded intense results. I think we ended up with like.

Actually, I looked this morning, it was like 4,300 subscribers from that, which is just crazy. Um,

Dylan Redekop: I suppose. Right.

Chenell Basilio: yeah. And

Dylan Redekop: bit every day. Yeah.

Chenell Basilio: Yeah. 'cause now I have this thing that I can give away as an actual lead magnet of like, you could still go sign up for it and you get the, the email

sequence, so.

Dylan Redekop: yeah, you, if you, if you were not familiar with it, uh, go to 30 days of growth.co. I believe.

Chenell Basilio: Yep. Exactly.

Dylan Redekop: You can check it out. It's also on Chenell's main website as well, you can see what we're talking about. I think that is a great example. The other nice thing with it is, every time you promoted one of those days [00:31:00] of the pop-up newsletter. People could see it and they could see what you're talking about, and then they'd be driven to the page. But you gated it, which you don't do with your regular content, like your deep dives and

stuff. You keep those open to the public to read and share, freely. So people technically don't even have to necessarily sign up to read deep dives.

But for this particular one,

you could see the introduction and the title, sort of what it was about, but then if you actually wanted to read the tip, you had to, it was gated, so you had to enter your email address, which I thought was really smart.

Chenell Basilio: Yeah. I'm not usually a big fan of gating content, but for this purpose, it was like I spent countless hours putting this together and I think it was worth it. So I never got a single person saying they were upset by that.

Dylan Redekop: They can go, they can pound, man, you can go pound sand if you're upset about, about

that. Okay, those are the main types of lead maintenance that we've. I've been thinking about, of course there are other types. We have not, this is not an exhaustive list, but,

Chenell Basilio: that is

just what we've seen working well

right

Dylan Redekop: yeah, and we could probably be here forever if

we wanted to go [00:32:00] through like c check, we didn't even go over like checklists, right?

Like that kind of thing can work too.

Chenell Basilio: even just a PDF or like. Yeah.

Dylan Redekop: Right? Yeah. A three step guide as I kind of joked about

earlier.

Chenell Basilio: The ultimate guide.

Dylan Redekop: yeah. So that stuff can also work, but I think. could go a few different directions here, but, I think an important thing is like promoting lead magnets because some people are kind of like among the mind of like, if I build it, they will come, which is

pretty much never the case.

So if you are creating lead magnet, how would you go about promoting it and like getting it in front of people?

Chenell Basilio: Well, now that we're like already 30 something minutes in, this might end up being a two part episode. And so I think if you want to learn how to actually get these in front of people, I think we should probably put this as a second part. So go listen to part two when that comes out.

Chenell Basilio: Because this is, it's gonna be a whole thing in itself.

Like it's a whole nother. Strategy to promote these, do it well, make sure you actually like build in growth loops with these things. So, I think, [00:33:00] how do you promote the lead magnet? I think the, main thing people miss is send the thing to your email subscribers first. I. That is like my number one tip because most people create these new things and then they just promote them to get new subscribers and they never give it to their actual email list.

When in reality, if you think about it, those are your raving fans already, like your email subscribers are. So if you can send an email and be like, Hey, I spent time making this thing for you. Here it is for free. You're already on the list. You get this thing for free and then you can say, Hey, I just started promoting this on LinkedIn, would love some, you know, engagement or support

over there. And so you're, you're taking your, your raving fans and you're moving them over to social media to help support you with this free thing you just gave them. So like you were talking about with rest, reciprocity, like you gave them this thing and now you're asking them to just say thanks on a social post.

So I think that's the one thing

people miss.

Dylan Redekop: Wish they're, and they're much more likely to do [00:34:00] because you gave it to them for free. So I a hundred percent agree. I

think that's a great idea and that's a good reminder that I need to do that more as well, is to share the free thing I I created with them. So I really like that and I think that's a great number one tip. Do we want to. Do you wanna address anything more in this, I guess, part one of our lead magnet, uh, series now that we're creating? Which, which is, which is really cool because we do have a bunch of, some of the most successful lead magnets that you've covered in deep dives on this list of notes here. Some non deep dive examples that we could cover.

But again, I think we should save that for, for another episode. So any other points that you wanted to, to cover here?

Chenell Basilio: don't think so. I think. If you've never created a lead magnet, I would just give it a shot. I think it's, it's a good forcing function to get you to think about a very specific problem that you can solve for a very specific person and then promote that thing. And so I think it's a good exercise, even if it doesn't, you know, add hundreds or thousands of subscribers to your email

[00:35:00] list.

Dylan Redekop: Yep, I agree. And you'll only get better at them. As you, as you go too, you'll figure out how to promote them better. What people actually like, what people engage with. It forces you to create, usually at least an, oh, a new email sequence, maybe an automation. So it

kind of actually, it's like almost like a mini launch of a newsletter.

'cause you have to do all these different steps. And I'm not saying that to overwhelm anyone. I'm just saying it's like it's good practice to get into kind of the nuts and bolts of how to. Kind of run a mini, almost like a mini campaign and making sure people may be segmented. So there's a lot of different things that can be done with a lead magnet if you wanna do it properly.

But maybe we'll get into that as well in the other episode.

Chenell Basilio: like it.

Dylan Redekop: Sweet. I think we should also mention one last time that we have a lead magnet for this lead magnet episode because. We are fully meta like that.

Chenell Basilio: Awesome. This is great.

Dylan Redekop: Is that the pod?

Chenell Basilio: That's a

pod.

[00:36:00]