what is a lead magnet? A lead magnet. Is any sort of information with accountability and a journey associated with it that you exchange with a customer or potential customer for their email address. Could be an ebook, could be a free trial, could be a mini course, could be a video series, could be a webinar, it could be a secret, could be a process. What a lead magnet by definition is something of extreme value. That a customer or potential customer wants to give you their email address in exchange for you to take them on the journey and deliver that value for them. So let's talk about all the mistakes that I see so you don't make them. The biggest one is that they are cheap and undeliverable, like they do not deliver on what they promise. And so I see this all the time. People take content and like, here's my lead magnet. And this is one thing I want to say. When you think about lead magnets, you want to ask yourself is in an idea or is it a process? Ideas belong in blog posts, processes belong in lead magnet. So an idea would be, here's the five biggest mistakes people make when creating lead magnets. Now, I could create that lead magnet and I know that people would download it and use it, but would it help them become one step closer to becoming my ideal customer? Probably not. But if I said the top five mistakes our stores make when creating lead magnets and the only way to create it in the future to guarantee to scalable business. Well, now I'm promising and after state that when you give me your email, you're expecting me to take you on this journey to create that result. So your lead magnets, they need to be useful. They need to be valuable. What you want to think about is that you want to give so much value that your audience or your customer is like, I should be paying for this. I can't believe I got this for free. That's part of it. Another thing is that it has to take them from a before state which you know, we talk about all the time to an after state or else it's just noise. It's just noise. Your job with a lead magnet is to create a relationship where you move your customer forward from becoming or from wherever they are in their before state to becoming one step closer to becoming a paying client, a paying customer, or just better suited to be in your world and to use your content. So make sure your lead magnets aren't cheap. Made sure they don't undeliver, make sure they're useful. If it's an idea, it belongs in a broad blog post. If it's a process, it belongs in a lead magnet. Now, here's a hazy, easy hack and training piece right in the middle of this mistake. So there's something called content upgrades and content upgrades are absolutely amazing. So let's say you have this really beautiful blog post on your website, or you're going to write one. The five best ways to scale your social media presence with digital marketing. And you write this beautiful blog post. That blog post is an idea. Then you can do a content upgrade in your life. Now that you understand how to do this, if you want our three step framework for running your social media and five minutes a day for the next 12 months, give us your email address and we'll teach it to you. Now if you sell social media services or free sell a program, well now the blog post is a massive piece of value and they get to learn. But then when they're like, Oh my God, I want your process. They give you their email, you design the process, and you take them on a journey. Which leads me to another mistake that I see all the time. People make lead magnets either too long or too complicated. Your job is not to solve 10 problems at once. If you give people three options, they take?. Zero. Your job is to solve one problem at a time and have one focus. And so you and I both know that more content and more noise doesn't necessarily equate to more results, accountability and access does, which is why we focus so heavily on the customer journey. So don't make it too long. D