If You Want to Catch Bigger Fish, You Need to Use Bigger Bait.
Adam King Monday, October 16, 2017
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If you ever find yourself fishing in a lake full of hungry “Big” fish, but all you’re catching is small fry, you've really got to ask yourself…
"Am I using big enough bait?"
Even though bigger bait costs more, it is much more likely to land you a bigger fish. This makes a lot of sense because bigger fish will normally eat bigger things, making them interested in bigger baits.
Hold on, hold on!!!
What on earth are you talking about fishing for? This is a magazine about sales funnels!
Whilst I may be a little odd, I promise you I’m not mad! All will become clear by the end, so stick with me here…
In keeping with the theme of the issue this month, I’m going to tell you how you can build a simple membership site in Clickfunnels, add some content, and use this as your lead magnet.
Ok, But Why All The Talk About Fishing?
A lot of the time, people like me (who eat, drink and sleep all things marketing and sales funnels) tend to have a habit of using too much ‘technobabble’ when trying to explain ideas.
So I use a fishing analogy to simplify things.
As a super quick summary of my marketing “fishing” analogy…
Every fisherman needs the following equipment (marketing assets) before they try to catch a fish (customer):
Bait = Lead Magnet
Hook = Lead Capture
Fishing Rod = Content
Line & Reel = Funnel
Fishing Net = Offer
(This misses off the crucial piece about finding somewhere to fish where the fish actually are, but that’s for another day…)
If you go fishing without one of the above pieces of equipment, you’ll find it much harder, if not impossible, to catch anything.
The same applies to your marketing. You need each piece in place or you’ll find it hard to make sales online.
Just like fishing, you can’t just throw together any old set up and expect to catch a Whale. So your marketing needs to be planned out and each piece of equipment carefully selected to catch the specific type of customer you’re after.
If you use the wrong bait, you’ll never make up for it with a fancy line and reel as you can’t change the fish attached to your hook…
Hopefully you have at least a small idea of what I’m on about… the rest of this will make perfect sense!
Why Your Bait Isn’t Working
It’s not enough today to simply throw together another free report that you give someone in exchange for their email address, then send it to them as a PDF, hoping that they read it.
Your customers are getting more savvy and more demanding. They’re swimming in a lake full of other fishermen dangling the same bait in front of them, and they’re sick of the same old worms...
The Bigger Bait, Bigger Fish Strategy.
Like any good Funnel Hacker, this is not an original idea. It builds on one of Russell Brunson’s Funnel Friday episodes (#22 - Membership List Hacks).
Simply, this is where you create a membership site that you give away “Backdoor Access” for free. Then you deliver a huge amount of value to them inside.
One big difference between this and Russell’s example is that you’re creating your own content, not using other peoples (though you may decide to use a combination of the two…).
The idea behind this strategy to use something more juicy (such as a free course or challenge) as the “Bait” (lead magnet) and a membership site as the “Hook” (lead capture).
Once they’ve taken your Bait, and are on your Hook, you make sure your “Fishing Rod” (content) is strong enough to hold it all together.
You then deliver that content in a way that it doesn’t break your “Line & Reel” (Funnel), so your customer swims head first into your “Fishing Net” (Offer) without a fight.
What Do You Put Inside Your Membership Site?
The beauty of using a membership site as a lead magnet is that they can take multiple different forms, be used in multiple different ways and can work for pretty much any kind of industry.
Don’t think you only have to be selling online courses to take advantage of them.
For example, you could use this lead magnet as:
A free mini course
A Place to host content upgrades
A way to mirror your blog in a different format (e.g. audio version, video version)
A free trial to your full course
A 7, 14 or 30 day Challenge
A lead magnet "upgrade" on your opt in thank you page. (Like a traditional “Tripwire” offer)
A key thing here… The content should give people a “quick win” related the the bigger problem you’re promising to help them solve with your core offer.
This is so important. People stop paying attention or give up on something when it seems too complicated, or they don’t see results.
A quick win helps to remove a person’s internal resistance of “this won’t work for me”, or that they don’t believe in themselves to get a result.
You dispel myths. You say, "Here's what people think and here's reality. Here's exactly what you need to do to get results”
By doing it this way you’re overcoming these objections by giving them a result, fast. Which makes them more receptive to you when you do make an offer to buy something.
So make sure that the first thing you do in your membership site is show someone how to do something that is simple to do, yet helps them make progress.
What you are really doing here is leading your potential clients and customers through a process that changes their belief about what’s possible.
A process that solves a specific problem, but is part of a larger one. Which you happen to solve with your core offer… Then provide a link to your sales page and make your offer.
Word of Warning...
Whatever you do, don’t cut corners. The more you give away, and the better it is, the more attractive the Bait, and more importantly, the stronger the Hook.
Yes, these types of lead magnets will take more time to create, so will put a lot of people off. Please don’t let that be you! It’s this very reason why they can have such a huge pay off if done well.
Your competition can’t be bothered.
So how do you build this?
You’re going offer access to your membership site in exchange for a simple opt-in.
So you’ll need an opt in page and a membership site.
You’re also going to want to have emails set up to automatically follow up each time there’s new content available.
Finally, you’re going to want to have a sales funnel with a sales page, order form and order confirmation page. Here you can also include upsell and downsell pages if you wish.
If you want to get super advanced, you can also set up retargeting ads in Facebook which add people to custom audiences that display ads to remind them to log back into the membership site to view the new content.
I won’t go into the details of how to set up a membership site in Clickfunnels as I don’t have the space. Plus you can get a free template that has this whole process already set up for you! You can get this by visiting the URL in my bio below.
Here are the 4 steps you’ll need to take:
Create a membership site with both a Member Access page and a Membership Area page.
Just remember, your Membership Access page is to be used for styling your login and the Membership Area page is where you're actually going to be adding all of your content for your membership site.
Add a new Opt In page.
You can use the Member Access page as the opt in, but I prefer this way because your priority is to get the opt in.
Add your sales funnel that includes a sales page, order form and order confirmation page. If you’re including up and/ or downsells you can add them here too.
Set up your autoresponder email sequence.
What Happens When You Get A Bite?
The moment someone opts in, two things will happen.
First they will be sent straight to the Membership Access page where they’ll be able to create their account and access your Membership straight away.
Second, an automated email is sent with a welcome message and a reminder of their unique login information for your membership site.
Then you send an automated email every time there’s new content for them to view.
Let’s say that you’re running a 14 day “Build Your Funnel” Challenge.
This means that you only want your members to see each piece of content as the 14 days progress. For this you’ll need to “drip” access to this content.
This is specified in the number of days from which they signed up.
It’s pretty simple to do. Click the edit icon to open the lesson settings.
Then set the number of days to open access to the content according to the order you want it to become available.
Then you’ll set up your emails to go out every day to your new member, telling them that there’s new content available, with a link to the site.
Important Note About Email Follow Up
Resist the temptation to put anyone who signs up straight onto your main email list, or any other list until someone has gone through your course or challenge. You don’t want to overwhelm and bombard people.
You will need the following emails:
Welcome Email - Outlines the content coming their way, restates the benefits and reminds them of their log in details.
Daily Content Announcement Emails - Letting people know there’s a new section open, a teaser about what’s inside and the link.
Offer Sequence - To be delivered once the course or challenge has finished. Keep it to 3 emails, making sure the offer has some urgency and/or scarcity to it, such as a discount or bonuses that goes away.
After this, you can add them to your main list and if they haven’t bought, try to hook them with a different offer in the future.
Now you have your membership site set up, members coming in and consuming your content. Now you want to be able to monetise this right?
Your first opportunity to make a sale should be a prominent “Upgrade” button/image on the dashboard.
This could be a traditional “tripwire” or low priced item, such as a bonus module, or it could be to your core offer. If you’re selling higher ticket items, this could be a link to schedule a free strategy session. There’s loads of options, and will depend on your business.
Whatever you decide, this link takes people to the sales page you’ve set up and makes an offer to buy something.
Another way to monetise this membership site is to show a “Restricted Content - Paid Members Only” section.
Offer instructions on how they can get access, then give them the link to your sales page.
Once someone has made the purchase, it will automatically open this section as you’ll have set it up according to the product purchase it relates to (which you select from the drop-down menu when you click ‘RESTRICT ACCESS’ on the sections you hold your paid content in) so it can be accessed only those by people that have bought this product.
The great thing here is that once this has happened, you can use “Sticky Upsells” directly inside your membership area that will allow your customer to make additional purchases with a single click!
But that’s another strategy for another day.
So remember, if you ever find yourself fishing in a lake full of hungry “Big” fish, but all you’re catching is small fry, you've really got to ask yourself…
"Am I using big enough bait?"
If the answer is no, try giving this strategy a go. Don’t be the sad drunk fisherman at the bar talking about “the one that got away…“
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