Bait piece: How a FREE lead generation report made $3.5 ...piece.pdfYet, many marketers don’t know how to create lead generation pieces that stand out in the market place ... get

1

Bait piece: How a FREE lead generation report made $3.5 million in sales in just 1 year

1

How a FREE lead generation report was downloaded 2 million times ... brought in $3.5 million in sales in just 1 Year ... and is still making money 12 years later

Are you wanting a flood of hot leads?

If so, then please grab a coffee, a pen and some paper and set aside 10-15

minutes to read this exciting article.

You’re probably aware that giving away information via reports, videos, audio is

one of the best ways to get targeted leads and sales, right?

In fact, it’s probably just as good … if not better … than having a #1 bestselling book.

Why?

Well, reports, videos and audios can be quickly devoured and spread virally

online. They help position you as the expert that almost everyone wants to buy

from.

Even better, they’re quicker to create, easier to publish and less expensive to

produce.

Sadly, most lead generation free reports, white papers, videos are cast aside like

an old glove.

Why?

It’s not that giving away free information doesn’t work to get leads and sales.


2

It does.

When done correctly ...

They're powerful positioning pieces

Yet, many marketers don’t know how to create lead generation pieces that stand

out in the market place ... get read & watched ... and bring you a healthy supply of

leads.

You see, you can’t just create “content” and expect it to bring in boat loads of

cash.

There’re certain elements to successful lead generation “bait pieces”.

They need to be engaging

They need to be easy to watch or read

They’re not a brag fest. These special reports focus on your lead’s issues

first

They’re educational in a very specific way. They usually bring your leads an

“aha” moment

They’re authoritative. Your special reports will include psychological

triggers. This makes your leads see you as an expert they should turn to.

Ideally, they’re shareable

They can be story based to increase viral sharing

Can be read or watched very quickly

Go too far with selling, and you’ll turn people off.

Focus too much on content, and you’ll reduce leads and sales.


3

Make them too long and people don't read them. Too short and they might not

do a full selling job

In truth, lead generation information is part content, part sales piece.

They strike the right balance between valuable content and promotion. This

means delivering content that impresses which increases sales.

Now, let’s look at some of the “core” elements that make up a successful lead

generation magnet.

#1 - Magnetic Themes

You might refer to magnetic themes as "USP's", "big ideas" or "hooks."

The original "madman" of advertising David

Ogilvy wrote in his book "Ogilvy on

Advertising", that if your advert doesn't

contain a big idea, then it'll pass like a ship in

the night.

Whatever your favourite term, your lead

generation magnet needs to have

something a little bit different to stand out.

One big idea. A core concept. An epiphany.

Lead generation themes often go beyond

benefit driven sales copy. After all,

everyone is saying how great they are.

So, in order to grab attention, you need to

have a unique message.

“If you want to know more about “magnetic themes”, subscribe to the push notifications and grab hold of “Ogilvy on Advertising” from a book

store”


4

Your big idea might be that you're a contrarian.

Or that there's a conspiracy that you're aware of that you're bringing to your

leads attention.

It could be you're exposing an ongoing scam.

You could focus on the "One Big Problem". This is one very specific problem

that affects most of your market. Yet very few people are talking about. This

is excellent for the health niche. Why? Well, it’s likely that your prospects

are engaging in self-destructive behaviours.

You could use an "Armageddon" theme. With regards to health, there could

be an issue with healthcare that requires your prospects attention.

This theme is used often in the UK because our health service is being weakened

(deliberately I might add!)

The "Armageddon" theme predicts future events. Usually negative. It's used quite

often in the financial markets.

Another theme could be the "proof as place" theme. This is quite common in the

health market.

Instead of simply stating a benefit, your lead generation can mention a specific

place. This drives curiosity and

implies proof. Someone,

somewhere, is doing something

your audience hasn’t heard of

before.

Here's an example.

Dragon Door publishing built up

Kettlebells and made Pavel

Tsatsouline a star. How? By playing

“Dragon Door Publishing built up Pavel Tsatsouline by playing on “Soviet secrets hidden behind the

Iron Curtain”


5

on the “Russian Secret” held behind the “Iron Curtain”. It wasn't another "how to

get strong" product.

Supplements could be from another country. “The Indian Secret That …”. Even

research that’s from another country can be used. “Swedish Scientists Discover

…”. Build up some mystique and ’romance the stone’ when you build your

promotions around the ‘exotic’.

This is just a small example of the themes you can use. In fact, I'll be creating an

article shortly around this topic. So, subscribe to the push notifications to receive

that article.

#2 - The Big Problems

In your lead generation efforts, you need to know what your prospects problems

and frustrations are.

This not only builds up empathy, but also helps to gently “twist the knife”.

You need to show that you understand their problems and frustrations.

You see, if you want your prospects to change course, you need to show them

why they're suffering ... and ... that you can solve their issue. You’re trying to build

up the problem, that it needs solving.

People lose faith in their ability to solve a problem.

They might have self-esteem issues.

They could also have addictions.

They might have tried numerous solutions in the past to no avail.


6

Heck, they might not even know why they’re struggling. In which case, you might

be seen as some kind of “prophet”!

The best outcome you can engineer when describing your prospects problems is

a “WOW! This changes everything” response.

Paint the problem and give them a way to calculate where they are now. Your

prospects will realise they need to change.

If your prospect has many problems, boil them ALL down into 1-3 problems. If

they get your product, it solves this one big thing.

When you’re bringing up these major problems, you’re foreshadowing your

solution.

If you’re struggling, see if you can spot what they need to believe before they’ll

buy a product ... why they’re not buying products in your marketplace ... and what

they’re stating their current problems and frustrations are.

Look for blog posts where there’s lots of

traffic and comments discussing problems.

Create a table like the one below so you can

start drawing together some edu-marketing

content for your report.

Want to know how powerful spotting your

leads "big problems" can be?

Rich Schefren built a whole business around

the “big problem” in his report “The Internet

Business Manifesto”. (The “big problem” in

this case was entrepreneurs trying to

“The lead generation report which was downloaded over 2 million times and led

to $3.5 million in sales in just 1 year"


7

EVERYTHING in their business. The solution was Rich’s coaching program)

This lead generation report is still selling his product - 12 years after it was first

published in 2006.

It only took him a couple of weeks to write and it brought in $3.5 million in sales in

its first year.

In fact, it was downloaded a staggering 1 million times in the first 4 years alone.

(Apparently, it's now been downloaded over 2 million times ... and produced $30

million in sales for Schefren's coaching program.)

#3 - What's the root causes of your prospects problems?

Not only do you need to paint a picture of the problem. You also you need to

explain what’s causing their problem.

Are they doing the same things over and over again?

If so, you need to be the one challenging them.

Are they being scammed? If so, who’s the scammers?

Are they currently using “band-aids” and not dealing with the root causes of their

problems?

If it’s not their fault (which might actually be the case!) then who can you blame

to alleviate your prospects guilt?


8

#4 - Solutions for your leads?

Now that you’ve captured their attention with your “theme” ... painted a picture of

their problems ... and their causes it’s to start providing solutions.

Too much good info here can kill desire.

Give enough information to have an ‘awakening’. A new perspective. Yet, you

need the full, paid for product to really implement.

Another way to look at this is your lead generation product says

“why” they need to take action; and

“what” to do without giving the “how to”.

Change beliefs to what you want them to be. What are their beliefs now and

what do they need to believe?

Write this down.

Create a table.

Beliefs Now Beliefs After Reading Big Benefits


9

What are their beliefs now? Might be something negative, right? (You might

want to check out my article about customer avatars. This will help you

understand your audience on a deep level.)

What do you want their beliefs to be after reading or watching your lead

generation magnet? You should want them to believe their problem can

be fixed ... and ... that you can provide the solution.

What are the big benefits they’ll get? This is really important. They’re not

buying books, supplements or coaching. They’re buying solutions. What

are they really wanting? Ultimate benefits are usually about emotions and

real-world applications.

For example, if we’re selling something relating to joint stiffness, the benefit is

better movement and less pain.

So, you could ask questions such as, “what will you do when you’re moving pain

free? Hitting that golf ball further on your next round with your friends? Gliding

effortlessly around the dance floor? Taking long walks with your spouse?

Swinging your grandkids around? Or popping open jars without any problem?”

Those are the REAL benefits your audience wants.

Don't overdo this however. If you do, and you manage to avoid looking like a

snake oil salesman, you'll overload them. And they'll back off because they don't

believe you.

#5 Proof The best kind of proof you can use is a shocking, dramatic demonstration.

In weight loss, this is easy. Before and after photos.

Case studies are an excellent way to demonstrate proof too.

https://kaizenhealthmarketing.com/customer-avatar/




10

They tell a story which is an excellent way to engage prospects.

It’s even better if you can find people ‘dumber’ than them. Or people who

‘shouldn’t’ be able to get results for your case studies. (This is used in the self-

defence niche – “98lbs grandma takes down 25 year old man weighing 180lbs”)

Not only do you want to provide proof. You should also provide some authority.

Explain:

1. Why you started your business

2. Why you’re writing the report and recording the video

3. What’s important about that?

This helps provide trust and builds complete perspective from authority.

Also use stats, studies, where you've been featured and awards to add proof and

trust.

#6 Put your leads into a "crossroads" situation

What’s the next step your prospects need to take?

Do they need to call you? Do they need to go to a specific website? Do they

need to go to your office? Are you wanting them to share your lead generation

magnet?

Make this part crystal clear. There’s no point whetting your prospects appetite

only to not tell them where to feed!

Put some urgency into it.

Provide windows of opportunity and time limits to get people to take action now.


11

Does your lead need to give you some contact details to get their lead

generation magnet? Or can they freely download it? You’ll get better leads

asking for contact information before they can get your report. Yet less people

seeing it.

Let them know their

future can go down 2

paths. One where they

resolve their problem.

And the other, where

their problem gets worse

if they don't resolve it.

At the end, make sure

you have a call to action.

This is critical if you want

buyer leads.

Your lead generation

must be congruent with what you're selling. It's no good creating a great lead

generation magnet if it doesn't align with what you're selling.

Your leads will be either annoyed or indifferent when they see your sales

message.

If you give away a free report about "how to boost your energy" ... yet your leads

get sent to a sales page about "how to lose weight" ... then your lead generation is

wasted. It doesn't matter how good your lead generation magnet is if there's no

congruency.

I know this sounds obvious. Yet, I can't tell you how many times I've downloaded

a report only to find it unrelated to what's being sold.

“If you want your prospects to make a concrete decision, present them with a 'crossroads'. One path lies good health.

The other, pain and misery"


12

So, please make sure your sales funnel is congruent.

Now, this is one aspect of your lead generation strategy. If you're selling health

products, supplements or info-products, you'll also need to know how to get

traffic. Rich Schefren's main source of leads was joint ventures and viral

marketing. Yours could be Facebook lead generation. Or google ads. Or even

offline.

Plus, there's how to create landing pages, lead generation ads and lead

generation strategies that you'll want to know about, right?

So, subscribe to the push notifications. It'll make sure you receive further tips like

this about lead generation.

Anyway, I hope you enjoyed this article. Please put into action what I've shared

with you. Remember, this is the "secret sauce" behind Rich Schefren's report

which was downloaded over 2 million times ... and ... brought in $3.5 million in

sales in the first year alone. 12 years later, it's still going strong.

If you need some help creating your own lead generation magnet, contact me

today.

About the author My name is Craig Harrison. I help people sell more health

supplements and information products. I discovered

persuasion in print almost by accident. A few years ago, I was

thrust into the world of negotiating claims for the largest

volume law firm in the UK. And to be honest, I was hopeless.

The department was shipping money overboard and losing

claims left, right and centre.

However, I helped to turn the department around. Not by learning all the “ins and

outs” of law. But by learning persuasion. Specifically, I discovered the direct

response advertising book “The Robert Collier Letter Book”. (It has a great section

on “collection letters” – very helpful at the time!)

This book (along with some trial and error) helped me rake in over £1.4 million in a

little over 4 years. I now use those persuasion skills to help people sell more

health supplements and information products.

Whether you sell supplements, organic food, powdered fruit or health

information products, I can provide you with the sales copy to sell more of them.

To get more information, go here to see if I can help you today.

To your success

www.kaizenhealthmarketing.com

Kaizen Health Marketing Limited 8 Park Bottom Low Moor Bradford BD12 0UA www.kaizenhealthmarketing.com Company Number: 11309853

https://kaizenhealthmarketing.com/


https://kaizenhealthmarketing.com






https://www.linkedin.com/in/kaizencraig/


https://twitter.com/KaizenCraig



Documents

Bait piece: How a FREE lead generation report made $3.5 ...piece.pdfYet, many marketers don’t know how to create lead generation pieces that stand out in the market place ... get