In my last post, we dipped into the topic of how a lead magnet can jump-start relationship-building with your ideal clients.
To quickly review… Effective marketing isn’t a push-button business growth solution. But rather, marketing is a relationship-building tool. And this proverbial construction process begins by starting a conversation (with your would-be ideal client).
So, how do you get to gabbing with said ideal client?
A lead magnet!
Which is? Something of value (relevant to your ideal client) you offer in exchange for a prospects name + email address (and ostensibly, permission to communicate with this prospect — you would-be ideal client).
Now the question is…

What “Something of Value” Speaks to Your Ideal Client?

Truthfully, it depends. Which I realize is a wholly unsatisfying answer. But hear me out, and all will become clear(ish) ;—)
Are You Selling a Complex Service?
Many legal, accounting, and financial planning services are complicated and require significant explanation. In this case, a White Paper makes sense.
What’s a White Paper?
In essence, a White Paper is a brochure. But rather than a straightforward list of services, a White Paper explains, in detail, why your services matter, practically speaking. How they’re applied. And the benefit the buyer derives as a result.
Another option when selling complex services is a…
Case Study
A case study recounts a particular job or project you successfully handled for an existing client. Of course, when creating a case study, you should focus on a commonly sought after or highly prized service.
Resources Guides
If you’re a real estate agent or CPA, selling more commonplace or recurring service, resource guides are often an enticing option.
This includes…
Resource Link List — A list of links to valuable resources. For Realtors, this might include tips for prepping to buy your first home, readying your home for sale, mortgage rates and qualification details. For CPAs this might included common exemptions and deductions.
Checklist — Rather than redirecting a prospect to lists of tips, tools or strategies someone else published, create your own! Just like your resource link list, your checklist might feature series of tips for preparing to buy or sell a home, or common exemptions or deduction.
eBook
This is a perfect vehicle to offer a “how to guide,” explaining a process that serves your ideal clients’ needs.
Now, this type of lead magnet works on two levels. It offers insights your prospects are seeking, which is strong motivator for them to trade their contact info inexchange for your ebook (and in turn initiates the relationship-building opportunity your lead magnet is meant to facilitate).
The ebook itself also “pulls back the curtain” so to speak on a business process which you typically charge handsomely to administer. But the reality is, most prospects, as they dig into  your ebook will make two discoveries: (a) they don’t have the time or wherewithal (even with your ebook in hand) to handle whatever the task they’re trying to accompish might be, and (b) your ebook makes it CRYSTAL CLEAR you are more than qualified to handle the task for them.
So, rather than apply the knowledge in your ebook, the just hire you! Cool trick, huh?
Email Course
This works basically the same as an ebook. But rather than deliver all the content in one big chuck, the material is dripped out over a period of days or weeks or even longer (via autoresponder emails you can set up within your Email Service Provider).
And similar to ebooks, email course often prompt prospects to simply hire your rather than take on the task themselves.
The other cool wrinkle with email courses is each new email in the series brings you back to “top of mind” with your prospects. And it does so specifically in service of whatever need or problem they’re considering hiring you for.

And The Actual Content?

Keep it client-focused. In other words, what questions do your clients + prospects most commonly ask?
What are the most frequent needs or problems your clients and prospect seek out your services to resolve?
The most compelling lead magnets are apt to be content that answers these sort of questions.

Need Help Crafting Your Lead Magnet?

Interested in using a lead magnet to facilitate your relationship-building efforts? But not sure how or where to start?
No worries friends, I’m here to help! Get in touch… ryan@ryananys.com or 310.466.7893