How To Put Some ‘Lead’ In Your Magnet…

One of the more interesting birthday presents I have ever received was a pair of tickets to attend a sausage making evening at a rather fine establishment in London which also ran special butchery classes (well, you would expect me to go abseiling or flower arranging now would you?) 😉

I was accompanied on this little adventure by my good friend Ali, whom the casual observer may think a poor choice of companion as he very much looks like he normally exists on two lettuce leaves a day … but after the infamous ‘Cumberland sausage’ incident and the Pizza eating competition I can assure you this is definitely not the case…;-)

We were first given a demonstration on how ‘proper’ sausages are made and then allowed free reign to have a go at making some ourselves … and although I was extremely pleased with my own efforts, I don’t think the current ‘Sausage maker of the Year’ needs to be quaking in his boots just yet (however I was told, with my sleeves rolled up and getting ‘stuck in’ I certainly looked the part!)

Now, that very enjoyable evening was not the first time I’ve ever seen sausages made … and it will come as no surprise to you that even the finest sausages are basically intestine stuffed with bits of meat from places the animal itself didn’t know it had … and yet contrary to that evidence, sausages sell in absolute millions every week…

The reason being sausages, whilst certainly not made from the best cuts the butcher has to offer (nor should they be the bits that are normally thrown away), are instead combined with other ingredients and presented in such a way that they become both desirable and satisfying…

It is worth bearing in mind the humble sausage when putting together your ‘lead magnet’ or free report you are giving away on your squeeze page. You do not give away your ‘best’ stuff at this stage (nor is anybody expecting you to) but what you are offering must be presented to be every bit as desirable as the smell of cooking sausages can be to an empty stomach…

So, go into massive detail the benefits that the free report would give your potential ‘lead’ … a short descriptive paragraph followed by four or five bullet points has been known to work quite well. (If you can’t think of 4 or 5 bullet point benefits for your report … you might want to revise or increase the content to provide a bit more value)

Tell them exactly what they will learn by opting to receive your free report, that they will for instance discover where to find the cheapest hosting on the web, source a free auto responder or maybe if your niche is weightloss, that they will learn exactly how many glasses of water a day they should be drinking…

If you can, also provide a desirable image to represent the report (everybody knows what they will be getting is a downloadable eBook, but people really do judge a book by its cover) and whilst you may be tempted to make it look like a thick volume (giving the impression of offering plenty for free) experience has shown that the image of quite a slim volume (and therefore not as much hard work to read) is much more successful.

But, and I cannot stress this enough, you absolutely must provide everything you have promised … whether it be the cheapest hosting on the web, the free auto responder or the correct number of glasses of water (which, last time I looked was nine) … so that people know you will follow through on what you have said you will do.

Your free report is one of the foundations of your relationship building process and when this is done correctly, you will soon be in a position to present your ‘finer cuts’ to the customer which will provide even greater benefits to them, and much larger financial rewards for yourself…

To Your Success,


Tim Lowe
Publisher, Tim’s Business Lowe Down

Tim Lowe