If you’ve been working at building your nutrition business for a while, then you have probably heard about the importance of growing an email list. And if you’ve been following us here at That Clean Life for a while, you probably know that we firmly believe that the best way to grow your email list is with an awesome lead magnet.
Need more help with creating a lead magnet? Grab a free copy of our Lead Magnet Creation Guide for Nutrition Professionals!
Creating an appealing lead magnet is only half the work, though. Once a potential client downloads your lead magnet, you need a plan for converting them into a paying client. Your lead magnet may be the first "conversation" you will have with this potential client, so what should you say?
There are three key things that must happen before you turn a potential client into a paying client:
- They must KNOW you.
- They must LIKE you.
- They must TRUST you.
Once your lead knows you, likes you, and trusts you – then you have built the foundation for some lead converting magic to happen.
One way you can develop the relationship between you and your ideal client, and get them to know, like and trust you is to write a really great introduction to your lead magnet. A strong lead magnet introduction can create a lasting first impression that piques the potential client's interest and helps them understand that you are the right person to help them.
So are you ready to tell your own story and connect with your ideal clients? Then let’s get started!
1. Introduce Yourself & Your Work
Before your clients can like and trust you, they need to truly know you.
When someone downloads your lead magnet, the first thing they should receive is information about who created the resource. Your introduction should be the first page after the cover page of your lead magnet. Even if you have a full bio on your website, assume the reader knows nothing about you and introduce yourself!
Here are some of the things you may want to include in your introduction:
- Your name
- Your professional designation
- Your area of specialization and how that relates to the topic of your lead magnet
- Why you created this resource and how it will help solve a problem that your ideal client has
- Any fun details that will help you connect to your ideal client on a personal level
- What made you want to become a nutrition professional and your own health journey
Most nutrition professionals entered the wellness industry after experiencing a transformation of their own or seeing someone in their family change their lifestyle with positive results. It’s also likely that you picked a niche that relates directly to your own transformation or the topic that brought you to the industry in the first place. This is what will help your clients get to know who you are, where you are coming from, and why you’re qualified to help them.
Keep your personal introduction short and to the point. While introducing yourself is important, remember this lead magnet isn't about you, it's about your ideal client.
2. Share Some Social Proof
After you have introduced yourself, your work and your lead magnet, be sure to include social proof to earn your reader’s trust.
People are more likely to trust you if they know others have had success working with you. Social proof shows you are an expert at solving the problem that your ideal client is struggling with.
Depending on your niche, what you are selling, and how much work you have already done with clients, your social proof could be:
- A client testimonial
- Sharing how many clients your program has already helped
- Quotes from happy clients
- An endorsement from another reputable professional
Remember to always connect your social proof to the specific problem that your lead magnet solves. This is your final chance to drive home the fact that you are the practitioner that they should be trusting with their health, and you can guide them through their own amazing transformation.
3. Be Authentic & Use Your Real Voice
You need your ideal clients to like you before they decide to work with you, so it's important everything you put out is a true reflection of who you are.
Your lead magnet introduction should be written by you in a conversational tone. It should be written in the way you naturally speak. Using your authentic voice will help you to connect with the people who are a good fit and weed out the people who aren't. Don’t be afraid to include some humor, emotion, wit or other pieces of your personality that will help your readers get to know you.
When writing your lead magnet introduction, read it out loud and see how it feels. Ask yourself:
- Would you naturally speak like this?
- Would this introduction make someone want to work with you?
- Does your personality shine through in what you are saying?
- Have you represented yourself as authentically as possible?
Tip: Ask a close friend to read your lead magnet introduction and let you know if it truly sounds like you. Request their honest and constructive feedback.
4. Putting It All Together
Now that you have introduced yourself, your work, developed a connection and shared some social proof, it's time to pull all of it together for one solid, strong introduction.
Remember that this introduction should not be a novel! It should only be one page or less, and it should appear just before the content of your lead magnet to help your clients get even more excited to dive in and use this free resource you have created especially for them.
If you are a member of That Clean Life for Business, you can easily add a great introduction into your lead magnet by using the Brief feature.
After you have created your lead magnet on That Clean Life (like a meal plan or recipe book), click "Export" and paste the introduction you have written into the Brief section. You can even add hyperlinks and formatting to the content.
When you’re done, click "Start Export" and we'll automatically insert your introduction after the cover page so your new leads will be sure to see it when they open up the PDF file.
Once your amazing lead magnet is up and running, you will need to promote it so you can get continuous downloads, and nourish relationships so that you can convert your subscribers into paying clients.
Now you have everything you need to know to create your lead magnet with a killer introduction. It's time to get to work, so log in to That Clean Life for Business to get started!
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