The shittest dog breed in the world...and your social media

“Forget having nice things and get ready to have your life turned upside down…”

My wife had sent me a video entitled “The Shittest Dog Breed” yesterday and man, I laughed out loud.

The recipient of the unfortunate title was the Labrador.

And, having had 5 of them, the guy was hilariously accurate in his description of them.

Of course, the title was tongue-in-cheek, but the video was a great example of what social media is good for…

Entertainment.

Your leads are scrolling through their socials to be entertained which makes your life difficult not to get “educated” unless -

1. You can create eye-catching video content

2. You’ve absolutely nailed your hooks

And even then the reach of your posts is tiny.

Now, this isn’t me saying not to use social media…far from it.

Your profiles are an essential part of your lead gen ecosystem.

But I wouldn’t be relying on them to get clients.

Instead, I’d be using them to get people onto your email list.

You can do this by simply telling them to sign up (no link in bio! Either put the link in the comments or, even better, get them to DM you for it).

Or by creating a solid lead magnet and doing the same.

Now, when I say a “solid lead magnet” I’m talking about something worth parting with cash for...not the usual garbage that would to the list of “Shittest Lead Magnets On The Internet”. 

Your lead magnet should solve a problem for them not create a problem.

This doesn’t mean you need to give away an entire programme but the lead magnet should move them towards their goal.

It might be something like “The Essential 5 Steps To Dropping 5kg” where you lay out in reasonable detail the steps needed.

Previously I’ve given away “My Top 3 Exercises For Knee Pain”.

These were the 3 exercises I gave everyone in their first session. I knew they worked and if they actually did them as prescribed their knee pain would improve.

But I also knew that they were only the first step.

Once they’d signed up they entered my email follow-up which debunked common misconceptions around knee pain. 

I also highlighted what was needed if they were determined to achieve their big goal.

Across the emails, I painted a picture of their journey to being capable of tackling the very things they believed were beyond them.

And talked about what their life would look like if they once they could tackle that big, scary goal.

Then pitched my coaching.

So much easier and more reliable than relying on posting on my socials.

If you want a consistent flow of leads and clients then it’s simple…

Give them something they need for free and hammer them with emails that show that YOU are the fast track to achieving their big, scary goal.

Later 

Colin