E5: How To Create A High-Converting Lead Generator
Struggling to capture leads that aren't immediately ready to buy?
Learn to craft an irresistible lead generator that captures visitor info and nurtures them until they're ready to buy.
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Sean Garner is a marketing consultant and Certified StoryBrand guide dedicated to helping small business owners grow and dominate their industries. He created the Marketing Domination podcast to teach people how to combine storytelling with strategic marketing to help businesses connect with customers and stand out online.
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MARKETING DOMINATION PODCAST
EPISODE 5 TRANSCRIPTION
Introduction to Lead Generators for Small Business Websites
[00:00] Sean Garner:
When a customer comes to your website, they're not always ready to make a purchase decision. So what do you do? You need to have something that's called a transitional call to action. And in this episode of Marketing Domination, we're gonna show you all about what that is, how you can create one so you can start capturing leads as they come to your website.
Why Your Small Business Website Needs a Lead Generator
[00:17] Sean Garner:
All right. So on our last episode we talked all about the structure of your website's homepage, the 10 different sections that you need to have. And we talked a little bit about a section called a lead generator. A lead generator is going to be one of the things that you must have on your website if you want to maximize the amount of leads you are capturing on your website.
The main thing that we talked about in our header section from the last episode is that your header needs to pass the Grunt Test, which means answering these three questions. What do you do? How do you make my life better? And what do I need to do to buy it or get it? Now, one of those other things that we're going to want to add to that is a transitional call to action.
So on our call to action from our Brand Script, from our Brand Script episode that we had, the website episode that we just had, we talked that there's two different calls to action. There's your direct call to action, which is the main obvious thing that we want customers to do whenever they land on our website.
[01:18] Sean Garner:
And then two, what is the next step that they need to do or that transitional call to action for the people that aren't ready to buy right now, what can we do to give them a quick win or give them that next step in the process so we can capture their information and follow back up with them when the time is right for them to buy.
This episode is all about that transitional call to action. So on that, some people also may call it a lead generator, and you'll see there's a little difference between a transitional call to action and the lead generator based upon the examples and everything that we create today. But your website must have one of these.
And I will tell you if your website doesn't have one of these, you are missing out on a tremendous amount of leads. Whenever I go through this process or honestly, any type of marketing consulting with any client that I work with or potential client, when they reach out, I always say this lovingly that you are not that special.
Qualifying Leads for Small Businesses
[02:13] Sean Garner:
And what I mean by that is how you operate, surf the web, buy things, interact with companies is very similar to how your potential customers are going to do things. So think about how oftentimes you go to a website that you're not ready to make a purchase decision, right? But if they have something of value there that will keep you on the site a little bit longer, and it will most likely, if it's good enough, it's going to get you to want to answer your email, your phone number.
So that way you get something of value, but on the back end, the business knows that they're going to be following up with you if they're doing it right. And we're gonna talk about that here in just a second. So the point of the lead generator is to guide potential customers through the continued stages of the relationship building process with you.
Because remember whenever people first come there, they're not ready to buy. And so we want to make sure that we have that thing to stay in touch with them so whenever they are ready, we stay on top of mind for them, for those purchase decisions. Your lead generator needs to do four things. And this is the thing with this lead generator concept.
Building Trust and Credibility Through Lead Generators
[03:20] Sean Garner:
It needs to do these four things. And the last one is the transitional call to action. So this is what I need to do. Number one, your lead generator must position you as the guide. We talked about the whole guide process in our brand script episode, we also talked about having the guide section on your homepage of your website, and it needs to position you as a guide.
Remember, we are not trying to be the hero for our customers. They are the hero of the story. We're trying to position ourselves and our business as the guide to get our customers from where they're at dealing with the problem that they're dealing with to where they want to be to that happily ever after.
And so we want to position ourselves as the guide, the expert to be able to take them from where they are to where they want to be. The second thing that your lead generator needs to do is it needs to qualify your audience. If your business does a bunch of different things and your customer is dealing with a bunch of different problems, we want to make sure that our lead generator that we are putting out there, that it helps to qualify your audience.
[04:19] Sean Garner:
An example of that would be if you are looking for first time home buyers, but you're, and you're a real estate agent, but you're going to create some type of a guide of how to remodel, you know, your current home. Well, yeah, that doesn't really connect. It's not going to qualify the type of buyers that you're going to want to work with.
So with that, we want to position ourselves as the guide. The second thing is we want to qualify our audience. And number three is we want to create and build trust with people by either solving a problem for them or getting them that next or first step to solve the problem in a way that is worth the value of their email address.
Or if you are so bold, their phone number to follow up with a text automation or phone call from them. With that, we want to make sure that we are not putting out just junk. I'm going to tell you guys this right here. The biggest mistake, I see two big mistakes with the transitional call to action lead generators from small businesses and it’s this:
Common Mistakes in Small Business Lead Generation
[05:22] Sean Garner:
Number one is just not having one or the second one is “sign up for my newsletter”. Nobody wants to sign up for your newsletter. Your mom doesn't even want to sign up for your newsletter. She did it because she's trying to be nice to you, but nobody wants to sign up for a newsletter.
Again, remember. You're not that special. How often do you go to a website for a small business that you're looking to maybe work with or solve a problem? And you're like, man, I need another newsletter in my inbox because my spam is not full enough as it is. Nobody. So don't, don't, don't make your transitional call to action or think that you have one because you have a pop up that says sign up for my newsletter.
[06:01] Sean Garner:
There's nobody who wants to do that, except for your mom and she's just trying to support your business. So we want to make sure that it builds trust by solving a problem. Now with this, a caution with this, is we don't want to solve all the problems for free. Example, if you were a nutritionist, you wouldn't want to give away a full meal plan as part of a lead generator, because then what are they hiring you for?
I saw this a lot. I told you guys I was in the fitness industry for a long time and I saw lead generators work poorly in fitness where people were trying to sell one on one high-ticket-priced custom personal training, and they were giving away like sample month-long programs. And I was like, well, guys, why?
Creating Valuable Lead Generators to Attract Small Business Leads
[06:48] Sean Garner:
Like the average consumer is probably going to be cool with repeating a full month program several times. And now it's going to be really difficult in the consumer's mind to think about how this free program versus the one you want to charge several hundred dollars a month. That value difference in their head is not going to be because you're giving them better workouts all of a sudden.
So we want to make sure that as we're solving problems, we don't want to solve the whole thing. We kind of want to give them the next step for that whole process. And now the fourth thing that your lead generator should do is it should have a catchy, but clear title. We talked about that with our Brand Script.
We don't want to be cute and clever. Clarity always wins. And with our lead generator, we want to have a catchy yet clear title. We don't want it to be confusing as what that is for our lead generator. And like I said, on step four, that fourth thing that you need, that will be then the call to action for your transitional call to action.
[07:43] Sean Garner:
So it will be “download our X, Y, Z guide”, or whatever the name of the catchy but clear title is, it will be download, subscribe, start, whatever the thing is and I’m going to show you a couple of different examples for that. So as you have this lead generator guys, what it is and why you need it is, like I said, it helps to build credibility and trust as an expert, and it helps to set you apart.
If you look at your competition, most of them are making those two mistakes. One, they don't have anything, or two, they're asking people to download their newsletter, subscribe to their newsletter. People don't want to do that. Our goal with building out this marketing funnel and our honestly whole philosophy at Sean Garner Consulting and marketing domination is to dominate.
Using Lead Generators as a Stepping Stone for Larger Projects
[08:27] Sean Garner:
So we want to be the industry leaders. We want to do the things that our competition either can't or are unwilling to do so that we do separate ourselves and stand apart. So just because your competition isn't doing it doesn't mean that you shouldn't. Again, if anything, that means that there's a huge window of opportunity that you should be taking action on and seizing.
The next thing that it does is it could even create another revenue stream for your business. So with these transitional calls to action, this can also be a really good way to do a sample test of a much bigger product. So more specifically like an information product. So if your business was in, let's say the financial sector, you could do some type of free guide that shows somebody the first couple of steps.
[09:12] Sean Garner:
And if it is very successful, has a really cool, catchy title, you could then take that guide, expand it out into a course that you could eventually sell. So the lead generators and transitional calls to action. I like them also because I use them as tests for content ideas. And then also future products for expanding my services that I offer.
It's a really inexpensive way to test something before you put a lot of money behind creating a whole new product line for your business. The other thing that they can do is it helps to speed up the sales cycle process. Depending on the type of niche that you're in, you know, if you're a local service based business, like a plumber or electrician or something like that, you're gonna have a pretty short sales cycle.
Optimizing the Sales Process Through Lead Generators
[09:50] Sean Garner:
But if you're selling something that is a much larger ticket price, what this can do is that can speed people through the decision making and relationship building process a little bit quicker by doing the things that we talked about, by establishing you as the perfect guide, building the trust and helping them to solve those problems.
Another thing that it helps to do is it helps to better leverage your time. Building this marketing funnel out does take time. The biggest time suck though, to your marketing is getting people to actually go through your marketing funnel. And if you have built this awesome website and you are only using it to make the, only allowing customers to go there and make a purchase decision, you're missing out on a huge percentage of people that are not ready to buy at that time.
[10:34] Sean Garner:
So if we want to make sure that we're maximizing and leveraging our time, if you're spending all of this time, effort and your energy and finances, creating content, doing paid ads, running SEO campaigns. We got to make sure that we don't have any holes in our bucket. And having a lead generator in your website is a great way to make sure that we're plugging up another hole in our bucket.
So as we're filling it with potential leads and customers, that they're not just pouring out the bottom. So we know we need to have one. We know how it's going to help us. And a few things that it needs to do now, let's talk about the different types of lead generators. That you can create, and honestly, it's up to your imagination.
Examples of Effective Lead Generators
[11:13] Sean Garner:
I'm going to share with you some ones that I have seen work really well. I'm going to show you some specific examples on websites. So if you're listening to this on Apple podcasts or anything, we got the video on Spotify and on YouTube, so you can go on and look at the screen shares that we're getting ready to do.
But we want to, make sure that you at least have one of these. So I'm going to show you some examples, give you my recommendation for getting started and give you some step by step things of how you could create one today, if you wanted to block out about an hour of your time and knock this thing out, here we go.
[11:43] Sean Garner:
All right, so the very first one of types of lead generators to create is an ebook. This is where you could teach on a specific topic and give somebody those, you know, steps of things to do. And it showcases you as the great guide for them, you're going to own this ebook. It could teach on a certain topic that's related to your niche.
And again, position you as a good guide. Second one that I see works really well. And I know that this is typically one of the ones that I get into and sucks me in from my email address is some type of hack, tip or checklist guide. Those are really, really simple and probably the easiest ones to create because you can think of right now, whatever your industry is, you could probably think of 5 to 10 common mistakes people are making, or 5 to 10 things that they need to do before they do the next step in whatever it is, your product or services.
And you could crank that thing out really, really quick. And that is a type of stuff that people, you know, at least for me that suck me in, I'm like, oh, well, what mistakes am I making? Or what, what are the, I just, we, we are in the process of selling your home. What are the five things I need to do before I list my home?
[12:53] Sean Garner:
Or, you know, what are the 10 things I need to do to make sure that I am saving on taxes this year? Those types of little checklist items work very, very well and they're super simple to create. Third one is some type of audio or video course type of webinar. This mini course type concept, I think works extremely well.
But it is one of the most time consuming and difficult ones to create, because for one, you've got to take the time to, to map out all of the content and you got to record it, whether it be audio, video, or both, then you've got to take that, you've got to upload it in some type of hosting platform or something to be able to deliver that to them.
And it's just a lot of work. The flip side is that if you are selling a much higher ticket product, I do see a ton of value in investing in this, but I wouldn't make this be the first lead generator that you do. What I would do is create some type of ebook or a hack tip checklist guide and do a couple of those and see which ones really convert the best.
[13:54] Sean Garner:
Then I would take that and I would turn that into a mini course instead of just going out and creating the whole mini course. One of the great things about, side note here, one of the things that I like a lot about social media is it gives you an opportunity to split test things really quickly. You can test these things before you even create them.
So you could easily go to your social media profiles and you could say, hey guys, I'm creating, I want you guys to vote, I'm going to be creating two new guides for whatever industry, here are the titles, which one do you want to come out first? Whichever one you can use that as a great way to split test titles on things and topics before you even spend all the time, effort, and energy creating things.
I see a big mistake just, especially in the information business and coming up with new product lines and everything with even just local service businesses, a mistake that people create things before they have the audience or the demand for the thing. And I like the idea of getting the need for the thing before I create the thing.
[14:53] Sean Garner:
So throw it out there on social media, your email list, your customer list. Let them give you some feedback on the one they want first, and you can use that to kind of shape which direction you should go with these. Then the next one, another great one to create is some type of a workbook.
So this could be, for example, if you're a nutritionist, this could be like how to build a healthy kitchen pantry or some type of a workbook that you could give somebody, if you, again, going back to the home example, because I'm just thinking selfishly on the things that I would have loved to have some type of workbook on how to prepare your home for it's first showing or for an open house, some type of a workbook like that would be really great.
Another one would be a reference guide. So this could be where you are curating or sourcing information for people, and you're putting it together in a curated list as this reference guide. This could be, you know, top recipes, this could be top, I know for me, it's like top marketing articles. I don't want to have to search the web for everything.
There's one that I subscribed to that was like the top marketing articles of 2024, just to help keep me up to date. And they didn't necessarily, on these lists for the recipes and the marketing guides, they didn't create that information. They curated that information. So if in your industry, there's a way to curate information for a guide, some type of a reference, that is a great way to quickly again, generate a lead generator for your potential customers.
[16:17] Sean Garner:
It could be five YouTube videos that every solopreneur must watch. It could be the three books that you need to read if you're looking to lose 50 pounds and all that stuff. And you could then side note on that, if that was an idea for you, like three books or something like that, then you can go to Amazon, get an affiliate link and embed those affiliate links inside the PDF.
So then whenever they're giving out the guide, it's a free guide that you can make money on the backend through affiliate links by kind of sourcing that. I do know a fitness person that did that very well and successfully. And what they did is they got like their favorite supplements and they just created an Amazon storefront.
They were using that as a free lead generator guide and they had their affiliate links inside of the lead generator. They use the lead generator to promote out to their audience. Their audience would download the lead generator, then they would buy things through affiliate links that were inside the free guide.
[17:11] Sean Garner:
They use that money and revenue they are creating to then do paid ads on the lead generator to just exponentially grow for getting out a lot of leads. Super smart idea if there's an opportunity for you to do something like that. Two more that I really like that I've seen work really well is, one is a quiz.
Quizzes are awesome, especially for particular types of industries and everything, but I will say again, they're a little bit more time consuming and difficult to create. Typically how quizzes work is I'm going to, I'm going to show you guys how to do the magic trick. Most of the quizzes are fake. How they work is you might have a list on it.
There's tons of quiz builders and tools that you can use to build a quiz embedded in your website. But typically what there is, is there's a trigger question in there that dictates the outputs. You can make quizzes extremely complicated and very, you know, detailed on the results. But typically there's just one or two trigger questions that dictate the output that comes out at the end.
So if you're thinking about like, how would I even create this? There's tons of softwares that help you with do that most of the biggest reason with quizzes is like the first two or three questions is capturing information about your customer than the last, you know, five to seven questions or whatever is just going to be, again, kind of helping them navigate the problems that they're dealing with.
[18:23] Sean Garner:
And then at the end, it's going to create some type of an output for them as far as what they’re helping them to identify whatever the solution was or anything like that. And there's typically just one or two questions that based upon how they answer that in the quiz is what dictates the response that it spits out at the end.
So quizzes are really cool. They do take more time to create because you do have to think about all of those different variables and the different ending outputs that you're going to send to them afterwards. But a really cool tool. I'm going to show you an example of one here in just a little bit.
That's been very, very successful. And then the last type of a lead generator/transitional calls to action. This would be my lowest priority, but it's better than nothing. And it's more specifically only for businesses that I would say have an extremely short sales cycle. Like I'm looking for it right now or an e-commerce business.
And that would be just making sure you have some type of a pop up discount code. So, you know, Hey, in your email address for 10% off your first order, especially if it's like an e-commerce brand, like you're selling t-shirts or hats or something. It'd be kind of difficult to come up with really unique creative ways to create lead generators.
[19:33] Sean Garner:
That's like an information product that would be relevant to people that are just going to your website to buy a shirt. It can happen, but I feel pretty confident that the discount code is going to work a lot better for you to be able to capture that information so you can follow-up with it. Remember, the whole point of these lead generators is to create an avenue for customers that aren't ready to buy from you to be able to capture their information and know who's coming to your website and you have an opportunity to follow up with them on the backend.
A few things to think about whenever you're getting started with your lead generator. Number one, keep it simple right now. If you have nothing, done is better than perfect, get something out there so you can start testing things. You can start creating value, positioning yourself as an expert in helping your potential customers solve that first problem and start to build trust with them.
The second thing is don't overwork it or make it feel like it has to be perfect. Again, we do always want to make sure that we're putting our best foot forward in front of our customers. We want to add tons of value to them, but don't worry about trying to make every little detail perfect. The goal of this is to add value and to capture the lead.
And we don't want to spend all the time creating the thing that is just a free product or a guide that we're trying to give out to customers. I see so many people spend months creating a lead generator when in all reality, these things should be able to be cranked out pretty quickly because with these, side note, you'll want to create a lot of them and often.
[21:01] Sean Garner:
I typically tell my clients, I would like you to test one. There's some metrics that I like to do. So me personally, I would like to release one, at least every six months. In a perfect world, we would be dropping one every three months, but it's more, so it's less on the time component, but more on the amount of traffic that I have seen go through it.
So after I've had, you know, several thousands or tens of thousands of hits or page views on something, then I'm going to want to test something out there in front of it. But if your website as it is, doesn't get a ton of traffic, there's no point in changing just for changing sake. If anything, what I would do is the social media strategy that I said before, where we test the idea of the topics on social, before you go out and create and then change the one on your website, don't change things just to change things.
Make sure you've got data behind it to support it. So that way you can see if the tweaks are even beneficial to what you're doing. The next one, the third one is don't worry about being super wildly original with this. Most of your competition probably doesn't have it. But if you look at like the top industry leader dominators now, all of them are going to have some type of a lead generator guide on their website.
[22:08] Sean Garner:
Don't worry about thinking like, oh they're doing a, you know, tax saving, 10 tips to save money on your business taxes guide. So I shouldn't do one. No, chances are, if they're especially a huge industry leader, like a big name player in your industry, they've already tested it for you. So look at what's on their website and then also things that you would click and download and give your information for and use that as a starting point to get it all started.
The other thing is guys, tips, guides, resource materials are always simple, great ways to get started. And remember the whole point of all of this, always, always, always seek to add more value to your client's lives with this. So with this right here, I want to show you guys just a few quick examples of some websites and some lead generators that we've seen work really good.
And some examples that you can create. So step one is, hey, we got this right here. I'm gonna show you some pros and cons of some things that I've seen work really well. So this is obviously our website. We have two lead generators that we actively run on our website right now. Number one is we have our free marketing assessment.
[23:18] Sean Garner:
This is where I– The point earlier of don't try to make it perfect. Just get it out here. This is what's crazy to me. So on our website, we have the free marketing report, free marketing assessment right here. They go here. If you guys haven't, by the way, go to the website, it's seangarner.co/marketingreport and take this free marketing assessment.
This is where you can overthink everything. So this output, the deliverable that you get for free from this is amazing. What happens is you go here and you take about like a five to seven minute marketing assessment, ask you tons of questions about your marketing, your business, things that you have in process, and then it generates, this was extremely difficult to set up and this is done through our partnership with StoryBrand.
After you create it, it gives you a 50-page custom marketing report that shows you based upon how you answer that, the step by step process you need to build out this whole marketing funnel. It's amazing. But even though it's amazing, this is the lowest converting, lead generator that we've ever created.
[24:23] Sean Garner:
The only reason why we leave it on our website is because it does provide so much value. Whenever somebody wants to book a call with us, this is something, if they haven't done it already, I make them go do, and they're like, oh my gosh, that was so, so amazing. I can't believe you just give that away.
Yeah, it's amazing, but for some reason it just hasn't converted very well. the one that actually does convert really well is. This right here, this thing I put together in about an hour and this converts extremely well. It's our Marketing Domination checklist. And it's the seven things that you have to have in your marketing in order to dominate your industry. It converts extremely well.
And it was just a simple guide that I created, like the seven things that I think your marketing needs. If you don't have that, go to the website too, just https://www.seangarner.co/ and download it as well. This is an example of a quiz from one of the medical practices that we own and work with. So this is something that my wife created.
It is a free hormone quiz. Whenever they go there, we've created, this was a lot of work, but it works extremely well. So if you want to put in the time and effort again, this was not her first lead generator, it was a variation of it. And I'm actually going to share, this is the process she used to create it.
[25:28] Sean Garner:
This is a very complex quiz because you can have a female, a male version, plus all the different questions and variables that are inside of it, because it's talking about hormones. So it was very complicated to set up. How we created this for version one. Because again, don't look at somebody's existing and expect that's how it's going to be.
How we created the version one of the quiz is initially, all this was, was two different PDFs. It was a female PDF and a male PDF. And what would happen is somebody would download the PDF and they would just check the questions and then based upon how they checked it, they would just kind of self score it.
And that was the quiz. It was just a PDF that you would download, take the quiz at home. Well, then after we tested it, we knew it was working and worth building out. Then we made it an actual quiz on the website. So somebody could go through there and click through everything on the quiz. So there's several different ways that you can do that, but don't start with the big end version.
[26:21] Sean Garner:
That's going to take a lot of time, effort, and energy. Start with the small things so you can split test it before you go out there and create the bigger one. This one, I think is actually really cool. So this is one of our clients, Girma Moaning. He's a commercial real estate agent in the Oklahoma city area.
Well, again, this is where I talked about curating information. The Oklahoma city brokerage that he works for is Price Edwards. What they do is they put out a quarterly mark or quarterly market report for the Oklahoma city real estate market for commercial real estate. What he's done on this guide is he has then taken the guide with the permission from the company.
And he does like a video review of it, giving his perspective on it with things that he's actually seeing in the market. So not only is it just, hey, here's the guide, but then he created a YouTube video, that's unlisted, that just gets sent to you after you download the list. So then that way it's him going through the guide, this curated information.
[27:13] Sean Garner:
He didn't have to create the guide, all he had to do was give his perspective. One of the things that he's seeing. Super awesome idea. That was really easy for him to do. It just took about 30 minutes of his time to do a screen recording as he was going through this guide. And then we built out all the backend funnel stuff for him.
Another one that works very well in fitness is something like this, some type of a free guide. This is Anna McGee, online fitness coach for women over 50. And it's the Power of Aging Blueprint, 5 simple strategies for women over 50 to live longer, stronger, and happier. And if you guys notice all of these too, They come up as a pop up. People hate pop-ups, but guess what, pop-up works.
There's tons of pop-up blockers and stuff that are always going on. So not only do we want to make sure it's a pop-up, but we also want to put it on the footer of every page of our website. So that way, no matter where people are at, on the website, this is at the bottom of every single page and it's attached to the link footer right down here.
A couple of other ones is this a marketing, or I'm sorry, a business assessment. This is from Stag Business Coaching. One of our other clients, they are Business Made Simple certified business coaches. They help a lot with cashflow consulting and everything. And they use a, it's a 12-minute, very similar to the marketing report.
[28:27] Sean Garner:
It's a 12-minute assessment, you go through, take it, and it gives you a step by step plan that you need to do to maximize cashflow for your business. Awesome Guide there right here. This is financial domination, this is an accounting firm. What they did is they give you the 10 things you can do to make sure that your business is paying less in taxes.
Who doesn't want that? Last one right here is another one of our clients, Living Wealth. They sell whole life insurance and help people create something that's called infinite banking. And what they actually do, this is the bigger ask at the end. They've been in business for a couple of decades and very successful.
And what they've done is they actually created this free, amazing course. And you can see, it's like a lot of information in the course. They've got 11 episodes inside of here. Each one's about a 45 minute lesson. It has tons of value. This right here took a lot of time to create. They tested it a lot before they created it.
[29:20] Sean Garner:
And then they also are constantly updating this. But this works very well. If they have somebody actually come to the website, go through here, download the, or start the, give their information, start the course, and then go through the entire course, their close rate is ridiculously high. It's something like 90 something percent for people that go through that.
Because by the time they actually get on a consultation call with these guys, they've listened to them talk about this topic as an expert for hours, they've given them so much value for free, they're obviously ready to give them money. So all of that being said, guys, you need a lead generator on your website.
ACTION STEP OF THE WEEK: Create Your Lead Generator
[29:59] Sean Garner:
You need that transitional call to action for the people that are not ready to commit to you and in exchange, you give them this awesome guide. My action step to you would be to go and make this happen. And this is how quickly and easily that you could do it. I would first decide which one of those things that I talked about for the different types of lead generators can you create the quickest?
If you have an opportunity like Girma the commercial real estate agent, where you've already got a resource guide and you could just do a video recording of you going through it, man, that would be awesome. and you can leverage something like that. What I've seen the two ones that are the easiest to create would be an ebook and a checklist guide.
And this is how I would create the ebook. What I would do is I would go to zoom, Google Meets, some type of recording software, and I would record myself. My topic, I would give up some of my best tips, value mistakes that I see people make. Then what I would do is I would pull that transcript from that, talk that I did, and I would go use it in something like an AI service like ChatGPT.
[31:03] Sean Garner:
And I would have it take that transcript and create an ebook for me based upon that, do the exact same thing for a checklist, come up with like your 10 mistakes people make. Take that information, throw it into a service like ChatGPT if you don't have a copywriter that works for you, and that will help you organize your thoughts.
I will say this, don't use chat GPT to just create the content for you, because I don't think that it is great at creating. I think that it's really awesome. And we use AI a lot at our agency for not creating but for organizing. So we will always want to make sure that we are writing the first draft and that we're in putting the right inputs into it, because if not, it's just gonna be pulling information from all over the internet and it's not going to be unique to you and that's what we're trying to do, right?
We're trying to position you as the right guide for them. Then after you do that, you could go to a service like Upwork or even if you’re feeling a little spry yourself. You could use a service like a tool like Canva, and you could take that information from that ebook. They've got tons of templates inside of Canva, and you could easily, quickly create something like this for your website.
[32:05] Sean Garner:
If that seems too much and too complicated, that's what our agency does. This is a very small step of the entire marketing funnel, and we just do it all. So this episode was all about creating a transitional call to action and that lead generator. The next episode is going to be very, very important because it's what do you do after you capture the information?
It's not enough just to create this lead generator and put it on your website. But the followup is the most important step. And we're going to show you the step by step email sequence that you should be creating to plug people in after they download your lead generator on the next episode. Have an awesome day, guys. We'll talk soon.
