Growing your email list is crucial for generating new leads, but you’ll need these copywriting tips to make a free offer irresistible.
If you’ve ever struggled to make your freebies work harder for your list-building efforts, this episode packs powerful insights and practical tips to elevate your strategy.
In this episode, I’m joined by the incredible Kathy Farah, a seasoned Convert Kit email strategist, to dive into the art and science of creating irresistible lead magnets.
Whether you’re a coach, service provider, or course creator, this episode is packed with insights that can transform your approach to building an email list and engaging your audience.
In This Podcast Episode, You’ll Discover
- The common misconceptions about free offers and why “free” isn’t enough to guarantee engagement.
- Essential strategies for creating freebies that attract but also convert and retain subscribers.
- How to apply rigorous testing and iteration to refine your lead magnets effectively.
- Insights into the psychological triggers that make offers truly irresistible.
- A live critique of Laura Magnum Broome’s lead magnet, providing actionable takeaways for any marketer.
Episode Key Takeaways
- Understanding Your Audience: Deep dive into the importance of aligning your free offers with the specific needs and desires of your audience.
- The Power of Presentation: Learn why the visual and textual presentation of your freebies plays a critical role in their effectiveness.
- Testing and Analytics: Emphasize the necessity of using analytics to test different elements of your lead magnets and improve based on real data.
- Beyond the Basics: Explore advanced techniques for making free offers irresistible, including reducing complexity and offering immediate value.
- Continuous Improvement: Why it’s important to regularly update and refresh lead magnets to keep up with changing audience needs and market dynamics.
Quote to Remember
“Understanding the audience’s needs and desires is more productive than following industry trends.” – Kathy Farah
“The assumption is sometimes that free is enticing enough.” – Kathy Farah
“Free is not enough. We need to make our offers so enticing that they look, feel, and deliver like premium products.” – Marisa Shadrick
“A lead magnet is the beginning of the relationship. And it’s the beginning of the nurturing sequence.” – Marisa Shadrick
Related Episode
Episode #94 Beyond Features: Write Copy with Emotional Appeal with Guest Kathy Farah
Episode #86 Copy Tips to Create Powerful Lead Magnets with Kathy Farah
Your Next Step:
Discover 52 Lead Magnet Ideas to Build an Email List for Free
This checklist will help you grow your email list by choosing the ideal resource that attracts and converts browsers into engaged, targeted subscribers.
Download: 52 Lead Magnet Ideas (Checklist)
About Kathy Farah Consulting L L C
ConvertKit Email Strategist
In 2021, Kathy Farah faced a significant life change. She found herself divorced after 14 years.
Although this was a devastating season, she pushed herself to take control of her life and start her own online business.
As a ConvertKit email strategist, she blends project management, copywriting, and marketing skills with a passion for helping online business owners earn revenue from an engaged email list.
Connect with Kathy:
Website: https://www.kathyfarah.com/
LinkedIn: https://www.linkedin.com/in/kathyfarah/
Email: Kathy@kathyfarah.com
Copy Critique
A special thanks to Laura Mangum Broome
To visit Laura’s lead magnet, click the link below!
https://www.icope2hope.com/20strategies
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Watch the Podcast on YouTube
Marisa Shadrick [00:00:13]:
Hello, everyone. How are you doing? I’m Marisa Shadrick, online marketing consultant and certified copywriter. And with me today is Kathy Ferra, the one and only Convert Kit email strategist. Welcome, Kathie. Hello. Hello.
Kathy Farah [00:00:29]:
How are you?
Marisa Shadrick [00:00:31]:
I’m doing pretty good. Other than having like, tech issues today. We’re trying
Kathy Farah [00:00:36]:
to say your patience was great.
Marisa Shadrick [00:00:39]:
We’re trying to record live on LinkedIn. And guess what? Like everything else, every tool, everything, once you learn it, they change it. They change everything. Isn’t that the way it is even with our topic today about creating irresistible offers? We think we have everything figured out and then the the whole game changes, right? And so we’re starting over from scratch, but I’m so glad that you’re here and listening. Today we have a really interesting, topic. And it’s, it’s a phrase that gets thrown around a lot. So I titled this episode that, how to create free offers your audience can’t refuse. Those so called quote unquote irresistible offers.
Marisa Shadrick [00:01:21]:
So we’re gonna unpack that a little bit, and then we’re also gonna do a critique today. We have a critique from Laura Magnum Broom, and her lead magnet is one that she uses when she’s a podcast guest. And we’re going to take a look at that. So for listeners who are listen only mode, you’re going to be able to hear us describe what the lead magnet is. But if you wanna get a little closer view and you wanna actually see what we see, you can always, click the YouTube option. You’ll be able to see the actual lead magnet and some of the comments that we’re making on it. So first of all, we’re going to talk about those irresistible offers. So, Cathy, what what’s your take on this as far as irresistible offer? I’m I’m curious to hear, you know, what you have to say about this because we hear it thrown around a lot.
Kathy Farah [00:02:12]:
Yes. And it seems a lot easier than done. I mean, I think I think when you hear this, it’s like, oh, sure. I know what I offer, so I’ll just whip up something. And, you know, I I think this is what my audience wants. So this should be perfect, and all I’ll do is create this freebie, and everybody will run and and grab it. And then you start to realize that, you may have missed a few steps. You may have discovered things aren’t working as planned.
Kathy Farah [00:02:45]:
So I think this whole idea of no one offers exactly perfect, we have to do research. We have to dig a little deeper to figure out what’s gonna work and test, test, test to see if our assumptions are correct even with what research we may do.
Marisa Shadrick [00:03:03]:
Yeah. I think a problem that a lot of people and I’ve fallen into this too, is that we don’t give the free offers as much attention as we do the paid offers because they’re free. And we figure, well, it’s free. They’re gonna download it. They’re gonna give me their email address because it’s free. So because it’s free, we kind of gloss over. We kind of think that as long as we have a beautifully graphically designed PDF on Canva, that that’s gonna be it. Or maybe you even work on the copy and we’ve got some some copy in there that helps or maybe graphics that help, and we think, oh, this is perfect.
Marisa Shadrick [00:03:41]:
This is going to allow me to get at least 50 subscribers a month, and I’ll be able to grow my email list in about 3, 4 months, and then launch my product. And then all of a sudden, crickets. They don’t hear anything. So, obviously, that’s telling us it’s more than graphics. It’s more than copy. It really has to deal with something that’s not only going to capture their attention, but something that’s going to bring some type of fulfillment right away. Now we’ve talked about reducing complexity, and also, you know, being able to help people save time. Those are absolutely true.
Marisa Shadrick [00:04:20]:
But when it comes to the initial part of a lead magnet of a free offer, we have to really do the pre work almost as much as we do when we’re selling something. And so if we’re taking a slice of what we sell and we’re gonna offer that free, all that free work we did for that product we’re going to sell applies with the free resource as well. Wouldn’t she say that’s true, Kathy? There’s a lot more behind the scenes.
Kathy Farah [00:04:52]:
There is a lot more work because I think, you know, the assumption is sometimes that free is enticing enough. And like you were just describing with even with all the other bells and whistles, free isn’t enough. And I think, honestly, people are overwhelmed, so it really has to grab your attention. Is this something that’s gonna be helpful for me right now in that moment? So I think that’s something that as we’re researching this and realizing that we can’t just create even that even if we do spend the right amount of time, that free offer, it’s not a one and done. We may have to go and offer more things. And and I think get past a little bit of that mindset of thinking that I don’t wanna give away everything. Like, oh,
Marisa Shadrick [00:05:39]:
this is too good,
Kathy Farah [00:05:40]:
but you really need it to be too good. Like, you need it to really kind of show a little sample of what you do and and how you help transform your your ideal audience and your your clients, what they gain from it.
Marisa Shadrick [00:05:54]:
Totally agree. It needs to be just as good When they look at it online, they, they must look at it and think, oh, is this, is this a paid offer? They must look at it in a way that it looks so professional, so polished and to so to the point, right? Because like you said, I love what you said free is not enough. You would think free is enough, but it’s not Free is not enough. People are very careful about giving their email address. Plus, your market changes. And some people think one lead magnet’s enough, and they created something maybe 3 years ago. Maybe their business has evolved even more, and they’ve created something, and then that’s it. They just put all all their all their efforts into that one lead magnet, And they should consider creating multiple lead magnets.
Marisa Shadrick [00:06:47]:
And some people say, you know, consider creating a new lead magnet every year, I would say depending on the outcome, maybe it’s time to consider a new lead magnet and have a variety of ways to come into a building. You know how a building has many doors? Find ways to bring people in through a different door. Because I’ll tell you, those big companies that have these lead magnets that convert, and there’s all kinds of lead magnets. I mean, you talk about quizzes, PDFs, webinars, a lead magnet. There’s a lot of lead magnets. But those companies, they do a lot of testing first. They test a copy. They interview clients.
Marisa Shadrick [00:07:28]:
They try to figure out, you know, what it is that they need right now today. Because look since even 2020, all the changes we’ve gone through. Right? What resonated 3 years ago may not resonate today.
Kathy Farah [00:07:42]:
Right. Right. And I think it’s almost even more overwhelming today. You know, I think so much has changed, and so many people are are really kind of out in the marketplace trying to offer free things, to get people on their list because that is what we’ve always been told is create, you know, a free guide or free something PDF, and that’s all you have to do. And that gets them in the door, and there you go. So I think everybody’s kind of done have done that, and it it sort of has flooded the market. So now it’s people are being a lot more choosy about what things they’re gravitating to. It really has to tap into their what their needs are at that moment.
Marisa Shadrick [00:08:29]:
Yeah. And it can’t be click bait ish either just to get them to give you and because you just break trust. And the whole purpose is to build trust, not to create something that’s clickbait that they download and all of a sudden they’re disappointed because this thing is do I am I saying it has to be long? My saying is supposed to be short? What I’m saying is it needs to align with your audience. Because I’ve seen even short little ebooks as lead magnets to do well, because the audience enjoys that. And will read that. But it’s not for everyone. So what works for 1 doesn’t necessarily work for the other. So the, it’s not really the length of it either.
Marisa Shadrick [00:09:14]:
It just depends on saying enough, and I think Ray Edwards said this, make your your copy as long as it needs to be to get the point across. So that goes again to the actual document itself, if it’s a document. Like I said, there’s other lead magnets too. Maybe you have an automated webinar. You know, again, all the copy tips that we shared about making it benefit driven, you know, outcome based, identifying the audience, all those things are important in the copy. But if you don’t figure out what it is they want, you could do that all day long. It’s not gonna land. And so I think it’s being willing to do the work that nobody else will do.
Marisa Shadrick [00:10:02]:
And that will help you stand out. And nobody wants to hear that.
Kathy Farah [00:10:05]:
Right.
Marisa Shadrick [00:10:05]:
But we wanna be honest. Don’t like that. We wanna be honest with you. There’s no magic bullet. There’s no magic bullet. But you can create an irresistible offer if you do the prework to figure out exactly what it is that they need.
Kathy Farah [00:10:23]:
And think about just I was gonna say, even think about how you are as a person and what you consume, you know, where I was a couple of years ago and the things that I was looking for at that time is very different than what I’m looking at and looking for today, and and that evolves just like with anyone else. So your audience is going to evolve, and what worked for them before may not work now, and as we’ve already kind of talked about. But you can just think about it just the way you consume content and what would have enticed you, a few months ago versus now and what you’re sort of looking for. You need to be asking your audience that same question. What, you know, what is really clicking? You know, looking in forums and things like that to try to find out where your audience hangs out and sort of what they seem to be frustrated by, you know, how can you help solve that problem for them?
Marisa Shadrick [00:11:18]:
Right. And I think too, when people create a new lead magnet, you know, we’re, we’re doing our due diligence. We’re trying to figure out doing our homework, our pre work to try to figure out what it is that they want. But then if it doesn’t get the response we’re hoping for, it’s not a time to throw up our hands and go, oh, well, I guess I’ll start over and try to figure something else out. Let me see what my competitors are giving, or let me see what someone else is doing and do that. No. No. It most people and and I’m gonna tell you the truth, because most people will adjust and tweak to see if it was the copy.
Marisa Shadrick [00:12:00]:
And then the copy could be the headline and they tweak one thing. Maybe it’s the headline in the outcome. Maybe it’s the graphic. Maybe the graphic looks too promotional. Yeah. You know, you don’t know until you test. So by testing, you begin to dial it in, And then you you look back at analytics, and you’re familiar with this, Kathy, because you look at a lot of analytics. Analytics tells us a lot.
Marisa Shadrick [00:12:28]:
Right? Mhmm.
Kathy Farah [00:12:29]:
Sure. Yeah. And and even, like, one of the thing that I am thinking about is sometimes just changing the headline. You know, what grabs the attention, kind of framing it a little different. But you’re right. Looking at the analytics, seeing whether or not people are opening, engaging with it, what your click rates are, that type of thing makes a difference. Are you getting the numbers of people joining your list that you anticipated? If you’re not seeing those results, then you know something’s not working, and it’s time to investigate and make some changes.
Marisa Shadrick [00:13:03]:
Yeah. And here’s why I think it’s so important to focus on the lead magnet with great intention is because a lead magnet is the beginning of the relationship. And it’s the beginning of the nurturing sequence. And those become warm prospects that will later potentially would become buyers. We focus so much on the sales and the product and not give enough attention to the lead magnet when the lead magnet is what starts the whole ball rolling. So all of that.
Kathy Farah [00:13:37]:
The first impression. Yeah,
Marisa Shadrick [00:13:39]:
absolutely. And then the placement of it, right. We want to use it and put it everywhere that we can to test it well, because, and one of the things too, Kathy, that I’ve noticed, because I ask people, you know, these questions and, and I asked them if they have like a call to action, like after they do like an article or newsletter or something on social. And a lot of times there isn’t.
Kathy Farah [00:14:06]:
Right.
Marisa Shadrick [00:14:07]:
And I’m going, why? Why isn’t there a call to action? Because if you’re providing free helpful content online, you can always that gives you permission, you have permission, okay, you have permission to put a call to action. That’s why you’re doing it, because you’re in business. So you could put a call to action and offer them this great free resource. So everything becomes really around that topic of what you wanna sell, the transformation you provide. You pull out a little piece, a slice of that, and then you talk about that in your post. So it makes a natural transition for the free resource. So there’s a strategy behind it. You don’t go off grid and start talking about other things where there’s not alignment or reason to download your resource.
Marisa Shadrick [00:14:57]:
Right? So all of that plays in. You know? So to create an irresistible offer, can we? We can, if we’re willing to do the things that most people want. And that is let’s break it down for them. Where should they start, Cathy? Number 1. Research. Yeah. Research. Research.
Kathy Farah [00:15:18]:
Talking to your audience, surveying your audience, talking to your clients. Like, what are people’s pain points? What challenges are they experiencing? You know, what problems are you able to solve? If you’re being able to talk to your audience or groups that you participate in to find out what they, you know, what’s most needed right now? What’s how can you eliminate, anxiety or worry or some, you know, ease struggles with the thing that you do kind of is the first place, like, okay. Now you can kinda think about what you might offer to help fix that problem, resolve that issue.
Marisa Shadrick [00:16:00]:
Mhmm. Exactly. Trying to find out what would make a difference for you right now in your business, as far as your workflow or your lead acquisition or any of those things, asking them specifically, what would make a difference? What would be the difference maker? What, what would you want given to you that would help your day to day right now? And then a lot of times what they say could be something that you can create for them. So, definitely. And then, you know, headlines are super important. I would suggest creating a lot of headlines first on a draft copy and looking to see which ones really pack a punch as far as the outcome, you know, being honest and has an outcome transformation and using that language. Cause you only have a little bit of space, right? So we want to make sure that we make the most out of that space and make it super clear, not clever so that then when they see it, they can self identify. So because we don’t have a lot of time, do we, Kathy?
Kathy Farah [00:17:09]:
No. And I think that I think let’s touch on that point again, that it’s it’s a mindset shift of clever, you know, isn’t what you need. It’s clear. It’s so that someone can just very easily understand what you’re offering and what’s, you know, what is it resolving? What problem is it resolving? I think our general thought is is that we need to make it sound fun or, you know, interesting than just being direct about what it is that you’re offering.
Marisa Shadrick [00:17:41]:
And clear isn’t always easy.
Kathy Farah [00:17:43]:
Right. It is hard. I think it’s far harder to write clear than it is to add a lot more adjectives.
Marisa Shadrick [00:17:49]:
Yeah. The less words you have, the harder it is. Otherwise, you end up with things and this and that and that. So if you want this, this, and this, and this, then download this and you’ll get this, this, and this, and this. That’s because you’re missing a word that’s really going to explain what this is if you gotta add too many of those adjectives. Yeah. For sure. But that’s a good place to start.
Marisa Shadrick [00:18:12]:
And then once you do the research, then you you test. Right? Number 2 is you test.
Kathy Farah [00:18:18]:
Yeah.
Marisa Shadrick [00:18:19]:
And you put it out there. And I would suggest test it organically for like 30 days,
Kathy Farah [00:18:26]:
right? Yes.
Marisa Shadrick [00:18:28]:
And then where should they go to see how it’s performing, Kathy?
Kathy Farah [00:18:31]:
They look at their analytics and you see how what’s happening are people coming and checking it out, Like, you know so then you could test just 1 or 2 elements. Make a change. Like, if the analytics are not looking the way you would anticipate, then you can change one element and see if that changes something. So that’s kind of that idea of the AB testing where it’s test this and then try this,
Marisa Shadrick [00:18:57]:
you
Kathy Farah [00:18:57]:
know, and see how those pieces work instead of changing everything. Yeah. Which is our tendency. Like, it’s toss it out. Let’s just start over. Sometimes those little small tweaks may be exactly what clicks for someone else.
Marisa Shadrick [00:19:13]:
And if you have no idea whatsoever where to start, again, not every lead magnet is for everyone. There’s different types. There’s quizzes, PDFs, There’s, eBooks I’ve seen. There’s all kinds, there’s templates. For a while, their templates are really popular. I don’t know any more with AI if they are as much. I don’t know. I’d have to look that up.
Marisa Shadrick [00:19:35]:
But if you don’t know where to start, just those, integrating those 1 question surveys, 1 question throughout your memberships, your email community, your social community. Having it as a standard of once in a while, just asking questions to get that feedback, to figure out if you’re really hitting the target is very helpful because the market does change and people evolve. And so that’s always helpful to have that as an ongoing thing that goes on. And, you could even do something like that and automate it in your email marketing, which Kathy’s good at that. So Yeah. Gets a sequence going. Right? We’re periodic. They can send a survey of 1 question.
Marisa Shadrick [00:20:24]:
Keep it simple.
Kathy Farah [00:20:25]:
Right. Right. So yeah. Think yeah. Power of 1. Right? You know? So just something that’s very easy for you to kinda get a little more feedback as you go throughout the process in your your welcome sequence.
Marisa Shadrick [00:20:37]:
Yeah. Yeah. We spend a little extra time on this because it’s just one of those topics that I just I feel bad for people because they make it sound like it’s, it’s just so easy. Just create a simple thing, you know, and do it in a weekend and you’re done without doing all the pre work, without reviewing all the analytics, without really seeing if that’s what the audience wants. Because if you do everything, you check all the boxes, and they don’t want that, then why would they buy the product? So, you know, and hopefully, hopefully you’ve done all this to figure out what products you wanna offer your, your audience to.
Kathy Farah [00:21:19]:
And I think a lot of times what we do sometimes as small business owners is that we listen to the experts for guidance of should we do a quiz, should we do a master class, should we do PDF. We we look to the experts, or we start, you know, analyzing what all these other companies might be doing instead of really what our audience what they are needing and desiring and actually tapping into the people that we’re working with and our email list and that type of thing is really a much more productive use of your time than being overwhelmed of checking everything on whatever their free guide or free freebie. To whatever their free guide or free freebie is for their email list.
Marisa Shadrick [00:22:14]:
Yes. For sure. And then if you have an offer that’s an intangible, like if it’s something to do with mindset, it applies even more so you have to be so clear, so they understand what this transformation is. And so they download that freebie. And so they’re be willing to invest in the product that you have. So understanding the right audience too is important, which kinda segues into our lead magnet that we’re gonna critique. She’s done an amazing job, so I don’t think we’ll spend too much time on it. But she has an intangible.
Marisa Shadrick [00:22:51]:
Right? So this is a great example of that. It’s, I hope to hope. And this particular lead magnet that Laura Mangan Broom has given us to review, is one that she gives to podcast host when she’s a guest. And so this is for their audiences. So I’m gonna share my screen real quick. And so we’ll try to talk through for those listening to the audio, what we see. So let me share my screen here. Alright.
Marisa Shadrick [00:23:30]:
Kathy, can you see that?
Kathy Farah [00:23:32]:
Not yet.
Marisa Shadrick [00:23:33]:
Do you want me to make it
Kathy Farah [00:23:33]:
a little bigger? I can’t now. Just a little bit, please.
Marisa Shadrick [00:23:37]:
Okay. Thank you. She’s got her, she’s got 2, 2 square boxes side by side with a logo on top that says I hope to hope and there’s a background and you barely see the background. It looks almost like an office setting background or a cup of coffee, a desk of some sort in the background. So there’s an image background overlay and then 2 boxes. The left box is blue. The right box is white. And the left box has images and the right box just has fields for an email address.
Marisa Shadrick [00:24:13]:
So, Kathy, do you wanna read what it says in those boxes starting from left to right?
Kathy Farah [00:24:18]:
Sure. In the left side box, it’s 20 key strategies to strengthen resilience and embrace change.
Marisa Shadrick [00:24:28]:
Love that.
Kathy Farah [00:24:28]:
And then on the right side, it implement these strategies today and begin a new chapter of your life. And then it’s enter your first name, email address, and get checklist.
Marisa Shadrick [00:24:40]:
Yeah. So the one box is really just for feels, the one on the right, and the left one is the creative. So the image is that of a, of a PDF document And you kind of see like an iPad view and then pages behind it. So we see that there’s multiple pages in this PDF And the headline, 20 Key Strategies to Strengthen Resilience and Embrace Change. For those people, now we’re looking at, at the psychographic, right? More than a demographic, because we’re not talking about business owners. We’re not talking about men. We’re not talking about women. We’re not talking about, you know, stay at home moms.
Marisa Shadrick [00:25:19]:
We’re not we’re not talking about any of that. We’re talking about those people that need to embrace change and need resilience. So it’s more of that psychographic. Twenty key strategies to strengthen resilience, to embrace change because change is difficult. So what do you think of that headline?
Kathy Farah [00:25:42]:
I like it. I think that it’s it gives you an idea of what you’re gonna get, and what it’s it’s trying to do. I mean, to have the strategies to be able to strengthen your resilience and embrace change, change is something that’s hard to do. So to have some strategies on helping you to go through, you know, major changes or be able to strengthen your resilience as you start to change, I think is a helpful topic for really anybody going through life transitions.
Marisa Shadrick [00:26:19]:
Yeah. For sure. Because a lot of people go through lots of changes, and change is the most difficult thing to go through, especially when we don’t initiate it. Right?
Kathy Farah [00:26:27]:
Right. Right. I know.
Marisa Shadrick [00:26:30]:
So on the right side, right above the fields to put your name and email, it says implement these strategies today, creating a little bit of urgency, create implement these today and begin. So this is the trade. Implement them today so you can get this result. And the result is and begin a new chapter of your life. So, I love how she phrased that because we can all look back at moments in our lives where things shifted and it was a new chapter. For example, people that went to college and graduated, a new chapter begins. People that get Marisa, right, and all of a sudden start a family, a new chapter begins. People may be in, retirement, right, a new chapter begins.
Marisa Shadrick [00:27:18]:
People start a career, Maybe they start their own business. A new chapter begins. So we can think of those times of a new chapter and how significant they were because it was a shift, but it’s not easy. So I think with the amount of words that she used here, I think she did a really great job.
Kathy Farah [00:27:40]:
Yeah. I think she’s made it clear. It’s not overly clever. Right? It’s intentionally clear and helps you because just like what you just did, that’s what you start to think to yourself is those moments of where something changes. And I think all of us can kinda relate to those moments. Like for myself, I’m currently going through changes. So it’s it’s like these things that are happening. I think that’s relatable to the audience as they’re going through that experience, and that’s what you’re going to start to draw to.
Kathy Farah [00:28:14]:
It allows you to believe it really would apply to anybody, you know, experiencing change in their life.
Marisa Shadrick [00:28:21]:
And she didn’t waste any of the space too because even the button gives us a little bit more insight to what this document is because the button says get checklist.
Kathy Farah [00:28:31]:
Yes.
Marisa Shadrick [00:28:32]:
So we understand And she didn’t have to put that in the copy. She just put it in the button.
Kathy Farah [00:28:37]:
Get checklist. Yep.
Marisa Shadrick [00:28:40]:
So I know there’s it’s clear, and there’s going to be brevity. There’s going to be 20, 20 things on this checklist for me to be able to become more resilient and embrace change, whether it’s it was initiated by me or not. And it’s going to help me if I implement them today. That’s my part, right? To really embrace and begin a new chapter of my life. And maybe maybe it’s health. Maybe it’s fitness. It could be a lot of different things. So I really, I like the fact that it’s so simple and clear.
Marisa Shadrick [00:29:15]:
I really love
Kathy Farah [00:29:17]:
that. Yes.
Marisa Shadrick [00:29:18]:
Now she’s got more, but wait, there’s more. Oh. I love it. As we scroll down, she elaborates on this now.
Kathy Farah [00:29:28]:
Okay. Yes.
Marisa Shadrick [00:29:30]:
Now, but the top above the fold said a lot, didn’t it? Yes. Above the fold said a lot. But if you need a little more, you scroll down and then she’s got a headline or subhead that says life is full of unexpected twists and turns. Now she’s addressing the pain. Right? The problem.
Kathy Farah [00:29:50]:
Yes.
Marisa Shadrick [00:29:51]:
And then she begins to let me, make this a little bigger because the font is a little smaller.
Kathy Farah [00:29:58]:
Yep. There we go.
Marisa Shadrick [00:29:59]:
There we go. So, I mean, I’m loving this. Think the only feedback so far is make the font a little bigger. Yeah. So so, here you wanna read this? Sure.
Kathy Farah [00:30:13]:
Yeah. And I I wanna one other comment too. This kind of addresses both type you know, your audience’s differences in some people are just straight to the point. Let me, you know, you gave me what I needed at the very beginning. Boom. I wanna sign up. I don’t need any additional information. And now this is for the people that want to learn a little bit more before they’re gonna make a decision.
Marisa Shadrick [00:30:33]:
Great point. Love that.
Kathy Farah [00:30:36]:
So to start with what she’s got, navigating these challenges requires resilience and a positive mindset. The the 20 key strategies to strengthen resilience and embrace change checklist provides practical and uplifting tips to help you face difficulties with grace and strength. These strategies are the ones I use to overcome bilateral breast cancer, losing my oldest child from suicide, a heart transplant, and a sudden divorce 1 month later. Like, right there is a pretty powerful statement
Marisa Shadrick [00:31:10]:
about the
Kathy Farah [00:31:10]:
change that she has the background. I just had to say that. Like, she said that very succinctly.
Marisa Shadrick [00:31:16]:
That was, like, drop the mic credibility. Right? Yes. And that was right under that. I mean, we didn’t read too far. We just went right in and she brought that credibility up there. So now we’re going, okay. I wanna listen more what this is gonna say.
Kathy Farah [00:31:30]:
So I encourage you to focus on what you can control, find joy in everyday moments, and build a supportive network. Here’s a summary of the key benefits of this invaluable checklist.
Marisa Shadrick [00:31:44]:
Okay. Can we stop right there? Because right before we go to the bullets, I love that she gave them value already.
Kathy Farah [00:31:51]:
Yes.
Marisa Shadrick [00:31:51]:
In this opt in page, because she said, not only she was, I encourage you to focus on what you can control. She’s already giving them some insight. Yes. Find joy in everyday moments and build a supportive network. She just gave them 3 tips to begin to right out of the gate. So she’s already building reciprocity. So I’m giving you the the jargon so you understand what it is, the credibility. Now there’s reciprocity.
Marisa Shadrick [00:32:23]:
She’s giving them something there. And now she’s gonna explain the benefits of the checklist in bullet form. This is all white background and text. So nothing fancy. White background and text. Okay, Kathy.
Kathy Farah [00:32:35]:
And so this also which this goes right into what you love with the bullet point. So she’s got in bold, avoid thinking traps and focus on facts, and then it changes the font to just regular font, not bold. Instead of getting lost in what if scenarios, this strategy helps you stay grounded by focusing on the facts at hand, conserve conserving your mental energy for productive actions. The next bold line, next bullet is gratitude and humor as stress relievers. So she then changes the font kind of goes back to where now it’s practicing gratitude daily and finding humor in life can significantly reduce stress, making it easy, easier to navigate challenges with a clear and positive mind. So there’s another tip. And now in bold empowerment through control. And then it goes back to regular text recognizing that you can always have control over your thoughts, words, actions empowers you to make wise decisions and take meaningful steps forward even in difficult situations.
Kathy Farah [00:33:44]:
Her next bullet is setting healthy boundaries in bold. Onto the next part of the text, identifying your core values and setting boundaries around toxic influences helps protect your mental health and fosters a more positive and supportive environment. And then the final bullet in bold is encouraging proactivity and creativity. So back to regular text, by being proactive and thinking outside the box, you can develop a creative develop creative solutions to overcome obstacles, enhancing your problem solving skills, and boosting your confidence. So outside of the bullets now, the final statement says resilience is not about avoiding difficulties but about learning to thrive despite them. Embrace these strategies, and you’ll find yourself better equipped to handle whatever comes your way. You’ve got this.
Marisa Shadrick [00:34:40]:
Wow. That is beautifully done. Love the bullets.
Kathy Farah [00:34:44]:
Excellent job. Yeah.
Marisa Shadrick [00:34:46]:
She’s got 5 bullets. So if you just read the bold, it said avoid thinking traps and focus on facts. 2nd is gratitude and humor as stress relievers. 3rd, empowerment through control. 4th, setting healthy boundaries. And 5, encouraging proact proactivity and creativity. So, beautifully done. She just expanded on the idea that she had up above the fold and she expanded and gave you more, and she even gave you tips.
Marisa Shadrick [00:35:17]:
She added credibility and she added reciprocity. And she made it in a way that was clean, lot of white space, and in bullet form.
Kathy Farah [00:35:28]:
Yes. She gets a gold star. Very quick. Yeah. She does. Yeah. I think this is all very well done. She’s done a great job here, And I know she’s been working hard on this.
Kathy Farah [00:35:42]:
So
Marisa Shadrick [00:35:43]:
She has been working hard on this and she’s really nailed it. And this is an intangible.
Kathy Farah [00:35:48]:
Right.
Marisa Shadrick [00:35:48]:
This is an intangible. So you see how she was able to craft her copy in a way that really showed benefit and value. Even though this is an intangible. You can’t grab it, you can’t touch it, you can’t, you know, it’s an intangible that you know, and you help people, you know, increase their ROI or you help something that they see, right? But there’s an intangible. She did a fabulous job. And she said enough at above the fold so that people were saying, okay, yeah, that’s what I need. They’ll put their info in there. And as Kathy said, if they need a little more, right when she begins to tell her stories that this these strategies are the ones I used, And she starts talking about breast cancer, losing her oldest son to suicide, a heart transplant, and a sudden divorce.
Marisa Shadrick [00:36:38]:
It’s like, you got my attention.
Kathy Farah [00:36:40]:
Yeah.
Marisa Shadrick [00:36:41]:
So, well done. And she didn’t do it in a bio form. She just weaved it into the copy without telling you that
Kathy Farah [00:36:50]:
she’s using this for herself. You know? She uses these strategies for herself. So she’s a, you know, a living example of the fact that these things work to be able to get through all of those major changes that were totally out of her control.
Marisa Shadrick [00:37:07]:
Yeah. And in this particular one, since she’s using this for podcast guesting, you know, it’s it’s good the way it is right now. Yes. If it was something else, like if she had this, like on a social media post or something, you you might wanna have just a little bit about her at the bottom. You know, if you wanted to have it, but they’re already interviewing her. They’re they’re talking to her. They’re finding out about her. It’s not really needed to, you know, do that again.
Marisa Shadrick [00:37:36]:
So, again, the environment, you know, what precedes it, and what you’re trying to do is get them to go ahead and put in their name and email. And she’s given even a little bit more. Plus, she’s given some tips, and it’s well done. It’s really well done. So I love this example because it’s an intangible, and those are sometimes hard to put words around an intangible benefit. And she did a beautiful job. But I know she’s worked on this really, really hard to try to And
Kathy Farah [00:38:04]:
it shows you the amount of effort. You know? We both know her. We know the amount of effort that it’s taken and the length of time it’s taken for her to create this free offer. So it kinda supports what you said at the opening of the fact of it you want to spend an adequate amount of time for even free offers to really grab attention because this is the reason why. This is the type of outcome that you gain by putting in that effort and really dialing in your message and what you’re trying to to say in in such a beautiful way. And she and and with intangibles, a lot of times, this is where you find it’s a little tricky that you end up having a lot of just adjectives just kind of crammed in there. And instead, I think she’s made it very straightforward and clear, limiting that use to where you see the true value. You know, if you need that extra information, you get all these little bonuses along the way.
Marisa Shadrick [00:39:03]:
Yeah. So Kathy, I’m curious if someone’s listening and saying, oh, I need to create something new. Maybe I should ask my email list. Do you help them with those kinds of things? Do you help them with little surveys or do you help them craft that what they need to craft to maybe test a new lead magnet? I’m just curious as how far your
Kathy Farah [00:39:24]:
services go. Yes. So I do work with people that, helping them build their welcome sequences or nurture sequences that are coming from their lead magnet. So a lot of times I work with clients to strategize and make sure that the message continues through as they nurture their relationship after somebody has signed up. So if they’ve put all the effort into the a great opt in like this, then I would work with somebody to be able to make sure it keeps going back to that that point that it’s where they’re heading them to the end offer that they were gaining, the paid offer. That’s part of what I work with them on to strategize those
Marisa Shadrick [00:40:06]:
Well, in order to stay true clear. In order to stay true to what we advised, let’s give a nice clean call to action to contact you, Kathy, if they need that. Right? That’ll be our call to action today. Right? Yes. How can they contact you?
Kathy Farah [00:40:21]:
You can, you can reach me. I’m on LinkedIn at Kathy Farah. That’s Farah, f a r a h, or you can reach out to me at email with kathy@kathyferah.com.
Marisa Shadrick [00:40:36]:
Beautiful. Beautiful. And thank you to Laura Mangum Broom for giving us an opportunity to look, take a look at her beautiful lead magnet. Well done on an in tangible transformation. She didn’t waste any words. She didn’t repeat any words. She said exactly what needed to be said above the fold, And it was to the point and she, she implemented a lot of copywriting principles within this lead magnet. So, very well done.
Marisa Shadrick [00:41:04]:
And, if you need a podcast guest, you should reach out to Laura. Yeah. She’s on LinkedIn. I know that too. So I will put I will put her contact information in the show notes so that you can reach out to her and hear her story because she has an amazing story. As you can see just from the little bit that she shared there on that lead magnet. So if you need someone that will motivate and inspire your audience, Laura is your gal. So, I would encourage you to do that too.
Marisa Shadrick [00:41:32]:
So that was, okay, I cheated. That was 2 call to actions. What can I say?
Kathy Farah [00:41:38]:
So you’re supposed to only have 1. That was a power of 1 out
Marisa Shadrick [00:41:41]:
the window. That was just a recommendation endorsement. No. So anyway, thank you, Kathy so much for being with me today. It was a tough topic because I don’t want to discourage people. But I want to, I want them to know that it’s not them. I want them to know that it’s a process. There’s that.
Marisa Shadrick [00:42:03]:
Yes. And there’s no such thing as just do it done and watch them sign up. You know, we there’s a lot that precedes it a lot that we do to tweak and create multiple lead magnets. And you may be already doing that not realizing it because you may be creating workshops and master classes and things like that. So each one is an opportunity to grow your email list, which is your most important asset. Any last words, Kathy, before we say goodbye?
Kathy Farah [00:42:28]:
No. Thank you. I appreciate the time. I always love
Marisa Shadrick [00:42:31]:
these. I know they’re fun, aren’t they? Alrighty, everyone. Well, thanks so much. And I’ll try to get all my LinkedIn game all figured out. And we will stream the new recordings on LinkedIn as soon as we can. And in the meantime, you can always look forward to the replay with all the show notes. Until next time. Thank you so much.
Marisa Shadrick [00:42:51]:
Take care. Bye bye.
