Ever buy a book—only to stick it on the shelf and forget all about it?
C’mon, get those hands up…
Recently I read an analysis by Barnes & Noble showing that 60% of the ebooks people buy are never even *opened*.
Not read, OPENED.
Now here’s the scary thing…
You know that lead magnet you’re giving away to new email subscribers—the free 29-page ebook of killer tips ‘n’ tricks?
Well if people aren’t reading the books that they’re willing to fork over several bucks for…
How many of your subscribers are actually going to read your free book that they downloaded on impulse?
I’d bet cash money that in most cases, fewer than 1 in 20 subscribers will ever look at your PDF lead magnet.
That might seem depressing, but it’s actually great news.
Because whenever you create a lead magnet like this, you automatically get 5 or 10 days of followup emails “for free.”
Here’s a quick example.
Subscriber Josh Doody has created a couple of popular PDF lead magnets. He writes:
Do you have anything I can look at as an example of an email sales funnel for lead magnet opt-ins? For example, my two most popular entry points are “how to negotiate your starting salary” (a free chapter download from my book), and “7 free email templates to respond to a job offer”.
Would love to see even a high-level funnel for “Here’s what you do after you send the freebie to convert them to customers”.
I’m sure it’s something like the free email course, but probably not quite the same.
When it comes to following up with subscribers who requested a specific lead magnet, the rule of thumb is:
“Give them more of what they came for.”
There’s no law anywhere that you have to stop after that first email delivering the lead magnet.
In fact, you’d be doing your subscribers a major disservice, because at best maybe 5-10% will actually consume the lead magnet.
So the easy fix is to just start dripping out emails that unpack the value in the lead magnet.
For Josh’s “negotiate your starting salary” ebook chapter, he can pick 5 key points from the chapter and write an email for each, with a story that relates.
Then end each email with a call to action to check out the full version of the product.
For the negotiation email templates, he could pull each template into a separate email, then write a little story about how and when it’s appropriate to use each.
I learned this technique from my marketing mentor, Perry Marshall.
He’s a master at these lead magnet followup sequences—and some of his sequences go on for months.
For a current example of how he’s doing this with the relaunch of one of his most popular products, jump into his 30 Day Reboot funnel:
P.S. The 30-Day Reboot is awesome, by the way. I went through it in August and it was life-changing—easily the best “productivity program” I’ve done in years: