Why You Should Ungate Your Lead Magnet
And 3 things to do instead
Yesterday, a post on LinkedIn grabbed my attention:
9 Immutable Laws of Brand Voice
The post looked like a link to an article, and I wanted to read it. I click the link and arrive at a page asking for my email. I thought it was a fluke. You want my email address for this?
Now I’m even more curious to read the post, so I give up my name and email and click submit.
I got the article in my inbox, but I never clicked on the email to read it.
I lost interest.
Out of the 100s of lead magnets I’ve traded my email address for, 2 or 3 of them have been valuable. And I’ve never bought anything after getting those lead magnets.
People have it all wrong.
I’m sure some people end up making a purchase after joining your email list, but how much of that can be attributed to your lead magnet? Not very many.
If you’re collecting email addresses by giving people a piece of content, free guide, video, or eBook, your strategy is outdated and ineffective.
Stop using content that can be found for free to build your email list.
