AI is changing how we do Lead Magnets
Since LLMs (Language Learning Models) entered the market and made AI more accessible to the general public, our online world has been flooded with machine-generated content and low-quality lead magnets. This means we have to be extra diligent in how we create and approach our own lead magnets.
Let’s begin by looking at the traditional attraction funnel:
A lead magnet’s purpose is to attract new subscribers into your funnel. There are different levels of attraction at which a lead magnet gets your subscribers' attention, builds trust, and ultimately drives sales.
At the top level of this funnel is the attention-getting lead magnet, such as tips, how-tos, opinions, or trends. These are often delivered via PDF.
At the mid level, you build trust by sharing deeper insights and telling stories that resonate with your audience. This is where your email nurture sequence, your newsletter, and events like webinars, summits, or free trainings come in.
At the bottom level, you offer specific solutions to drive sales. These are your products and services.
Today’s AI challenge…
AI has taken over the top level of this funnel, flooding the market with fluffed-up, generic machine-generated content. The other day, I came across a concept called PDF Farming, and it’s every bit as soulless and spammy as it sounds. Yet its popularity is one of the realities we are dealing with in today’s market.
So, how do we stand out from the AI influx of low-quality lead magnets and still grab people’s attention at the top level of the attraction funnel?
Here is what I am thinking:
Use mid-level quality at the top.
We need to go deeper with our unique insights and expertise.
High-quality and solid-value content based on your skills, instead of generic AI content.
Get creative. It doesn’t have to be a PDF. I had great success with a well-designed quiz, for instance. And right now, my simple monthly reminder emails are also proving popular.
My 50-page Calm Business Review is a good example of a high-quality PDF. It’s a substantive document that I created without AI, pouring all my experience and skills into it. It is my most successful lead magnet.
We love human speed and genuine content.
Don’t ever underestimate the satisfaction, sense of achievement, and pride that come from creating something with your own hands and brain. Your audience will know and appreciate it so much. I am also a firm believer that creating your own content from your own heart and soul creates a special energy and kind of karma that will attract your people.
Remember: At Calm Business, we love human speed and genuine content.
So, can I use AI?
The AI genie is out of the bottle and here to stay. Many entrepreneurs and businesses have started adopting it, and it has become a popular tool for content creation, see the previous point.
My AI Policy
All long-form content on my website, in my email marketing, and on my social media is generated by me and based on my own learnings and experience. I do not use AI to write the content of my blog articles, website pages, newsletters, or social posts.
I use Grammarly to correct spelling and grammar errors.
I use Claude to help with coding, brainstorming ideas, and organizing the (many!) thoughts in my ADHD brain.
Use Case Examples
AI helped me create the Revenue & Cost Calculator and the Course Curriculum Builder prompts I offer in my Calm Course Creator course.
I love writing, but I am not always good with catchy titles, short descriptions, or summaries, so sometimes I ask AI for suggestions to help with these.
Conclusion
AI technology is here to stay, and I do believe in embracing it to support us without compromising the authenticity of our own voice and humanity. AI does not replace our skills, knowledge, and experience, and I will continue to learn and educate myself in my field of expertise to share and teach content that is genuine and grounded in human experience.
Create a Standout Lead Magnet
I have just the tool for you: a step-by-step worksheet on how to decide on and create your a lead magnet and a funnel that attracts the right people.
Check it out in my Calm Business Library which contains all of my helpful workbooks, worksheets, and checklists to help you optimize and make strategic decisions for your solopreneur business.
Want to build an effective nurture sequence for your lead magnet?
Check out my Calm Email Marketing course, which teaches you everything you need to implement a calm and highly effective email marketing framework.
Includes step-by-step lessons on how to create a standout lead magnet with its own welcome sequence, and also how to get found in the first place - a lead magnet is only as good as the traffic that drives potential subscribers to your website!
