Why Is This The Perfect Landing Page for Coaches?

Are you struggling to grow your email list, even though you've got a brilliant lead magnet? Look, most coaches think that to build your email list, you need a great, big, huge lead magnet that gives tons of value. It's beautifully presented like a work of art. It's got a drill-worthy name. And the thing is, the real truth is that all of that stuff just makes it really hard to get it all right. Meanwhile, you see other coaches with huge email lists with simple, ugly lead magnets that are smaller, thinner, basically rubbish, they're fluffy, and you know that chatGPT would produce something that would be actually more useful. But there is something that these people are doing that's blowing up their email lists with hungry subscribers. The answer is in the landing page where people sign up for the lead magnet. Get the landing page right, and you'll get all of the leads that you want. And this is the way that I've been able to build huge email lists when I was a no one in a brand new market. Today, I'm going to give you my personal playbook on opt-in pages, landing pages that get people signing up like you're giving money away. Hello and welcome. Happy Email Marketing Wednesday, Kennedy here with you. Welcome to Email Marketing Show. If you're new around here, welcome. It's great to see you. If you haven't already, make sure you hit the subscribe button because every single email marketing Wednesday, I create a brand new episode just like this of practical advice that you can go and use to grow your education-based business, your coaching business using your email list. We'll make sure you hit subscribe and we'll make sure that more episodes like this show up in your feed. One of the things I was doing recently is I took one of my offers from making $27,000 in sales to over half a million dollars in sales, and I did it using some really simple psychology in some really simple emails. I didn't grow my audience. I didn't grow my list. I didn't launch a new offer, literally same offer, same audience. We went from $27,000 to over half a million, and I used a process that I call Email Marketing Sorted, and I've just recorded a brand new five-module course called Email Marketing Sorted. For tuning in to the Email Marketing Show, I want to gift it to you for free. Literally, just go to emailmarketingsorted.com and you can access the whole program just by going to emailmarketingsorted.com. I think you'll get loads out of that, and you'll see the three different psychological principles that I used to do these amazing things and make sales on autopilot while I'm sleeping, while I'm making this video for you, while I'm on holiday, or whatever. Into these landing pages, look, there are three ingredients of what we're going to call your lead machine, and they are, first of all, a landing page where you give people the information so that they'll want to give you their contact information in exchange for your lead magnet. That's how they're going to get onto your email list, it's that page, right? Second thing is, a thank you page that you're going to send to them after they've entered their information, and thirdly, an email that actually delivers the thing that they asked for. Now, before we get any further into this, I want you to just know, I'll be really clear, the laws around what you can ask for and what you can say in these things are very different in every single country, and they're always changing. So please just go and make sure that you aren't accidentally doing something that you could get you in hot water. All right, I'm not a lawyer, I'm not qualified in anything. Just double check on things like that. I'm going to give you the information as best I know it, but obviously the laws and every one of our companies are slightly different. So let's get into the landing page or the opt-in page. I remember back in the day, about 20 years ago, when I first started out selling e-books online, literally selling PDFs, which was amazing. I used to call it a squeeze page. I hated that word, like the idea of like squeezing someone's contact information out of them just sounded a little bit obnoxious to me. But anyway, that's what the old guys in email marketing and marketing used to call it. That's not what I call it. I call it a landing page or whatever. So what are some of the things we need to be doing in that? There's a few things that I see happening over and over again. The first thing I want to just make sure you've done is removed all navigation from the page. There should only be one thing that someone can do after reading the page, and that is to decide to sign up for your lead magnet. There needs to be no navigation menu along the top, nowhere to click to get to your home page or your FAQs page or your You're About You page, nothing like that. Remove everything apart from that thing. The reason is when we ask people to make decisions, psychologically speaking, people don't. It's as simple as that. If we say do you want to do this or do that, they go, oh my God, the first thing I need to do is decide whether to make a decision. And then I need to make the decision of this and this becomes a compounding decision. Very, very difficult for somebody to do. You're going to massively reduce how many people are joining your email list and signing up for this lead magnet yours that you put so much damn hard work into, right? So what we're going to do is have us on there is no choice. The only thing they can decide to do is, yes, I want your thing or no, I'm going to leave without actually signing up for that thing. That's enough a decision. So no more decisions, just I want that thing and that is it. No more navigation, remove the menu, all that sort of stuff. It needs to be a standalone page on another area of your website. The next thing we need to do once we've removed the navigation is we need to have a big promise that we're going to make at the top of the page in the form of a headline that gets people to stop and give the page a chance. That's all we want. We want them to turn their head and go, I'm going to give that a chance. I'm going to actually read on. Let's try and do everything in the headline. A lot of people try and do that, but in an effort to not do everything in the headline, they end up doing nothing. So I'm going to take you through a process of how to put together a headline that is better than almost most of them, I mean, definitely better than most of them, almost all of them that you've ever seen online. So let's take you through a process. So let's start off with a very broad generic headline for the top of this landing page. And let's imagine it says, grow your email list. If someone sees that, we've got a whole bunch of objections like, how am I going to do that? Doing what? Will it work for me? Have I tried those things before? All these questions. So we're going to improve it. We're going to improve this over a bunch of iterations. The first iteration is we're going to do this. We're going to change, grow your email list to how I grew my email list by 5,000 people. Well, already that is so much better. There's two elements we've actually added to this. We've made it a case study, which makes it sound like it is possible because being done by changing it to how I grew my email list. So that's the first change. The second change is we've included a specific quantity by 5,000 people. Of course, people could use this technique to bring in 10,000 people or to bring in 100,000 people or whatever. So how I grew my email list by 5,000 people adds a specific quantity to this. So if someone's thinking, oh, well, that's amazing because not only could I maybe bring in 5,000 people, but also you can imagine 5,000 people. What would that look like if you logged into your email platform and you had 5,000 more people in there? It makes it more real by quantifying it, literally by putting a quantity in it. Next, we're going to go one. We're going to go further. We're now going to go to this one, how I grew my email list by 5,000 coaching clients. So now we've replaced people with coaching clients, and that gives us a specific who. How I grew my email list by 5,000 coaching clients tells somebody, oh, if you're a coach, this is specifically for your type of business. But we're not done that. In fact, we're not even nearly done yet because we're going to go another step further on improving this headline. How I grew my email list by 5,000 personal training clients. So if the kind of coach that you help is a personal trainer, then this is really going to help that person to go, this is for me. These are going to be specific techniques that help personal trainers to grow their email list by 5,000 people. We're going to go further. So we've now got, that's called the type of coach. That's the type of person. So we've got the who, which is a coaching client. We've escalated that and gone more specific by going into the type. Next let's try this one. How I grew my email list by 5,000 personal training clients in 60 days. We've added a time frame in. How I grew my email list by 5,000 personal training clients in 60 days. We've given them a time. My goodness, imagine in just 60 days, I can have 5,000 more people on my email list in my personal training business. All these things are really stacking up. There's one more step. How I grew my email list by 5,000 personal training clients in 60 days without ads. Now we're also combating the, it's without the very thing you don't want to do. It also, it doesn't have to just be a without. It could be a specific how. So I'll say that again. How I grew my email list by 5,000 personal training clients in 60 days without ads. It gives them a specific how. What you've now got is you've got a specific headline that turns the heads of your particular people. Because the last thing we want to do is have a brilliant lead magnet that has a terrible crappy wrapper. It's like a really brilliant book with a terrible cover that everyone walks past when they're at the airport. You want to make sure that we are presenting it in the best possible way. And now by adding all of these iterations and going really deep on the headline, you're able to do that. So that's the first piece that I really wanted to think about on that page. Yes, we've removed any navigations, there's no distraction. And now we've got a really compelling, very specific headline by going all those layers deep. Now a big mistake that really kills the email sales is that people are not expecting your emails. Remember the job of the lead magnet, and some people get this wrong, it's amazing. The job of the lead magnet is to attract people so you can follow up with them by email. You want to make sure therefore that when you do send them emails later, they're going to open your emails, they're going to read your emails, they're going to click on the links in your emails. And that setup in someone's mind happens from the very first interaction with you. And that is on this lead magnet sign up page. If you just say, "Hey, get my free report, put your email address in here." When you then send them the report, well, what is that person's view? That person's view is, "Well, you said I can have the thing and the cost of that thing is my email address. I've given you my email address, you've given me the thing." The relationship, the cycle is complete. So anything that happens outside of that is a surprise. It is unexpected. Whereas, if we let people know, "Hey, I'm going to be sending you some emails and they're going to be really valuable, you really want to look out for them because they're really going to help you keep doing what we're talking about here to help you get better results, faster results, more reliable results, not fall off the wagon, then they're going to be looking out for the emails." And what is that? What happens then? People look out for your emails, they open your emails. They read your emails. They click and they buy things from you. So how do we do it? Well, after your headline, another element of the page is where you have the little form where they put their email address into and all that contact information, which we're going to get into in a second about what should you be asking for, what should not be asking for, and I'm going to give you some really surprising information about what we should be asking for, but let's not get ahead of ourselves, right? Right above that form, you're going to have a little bit of text that says, "Give us your information, give us your email address." Well, a big mistake people make is they don't mention that they're going to continue getting emails. So you could say, instead of just going, "Hey, tell us where to send the free thing," you might say, "Sign up to my newsletter," and you get my lead magnet free, or you could say, "And receive my weekly financial tips in your inbox for free." So get my free thing and receive my weekly financial tips in your inbox for free if you're in the finance market, or get lead magnet free when you sign up to my newsletter today. You want people to expect to get your emails and look forward to them, right? So if someone signs up for, let's say, a template from me of a really cool email they can send, "Hey, you can download my template today, and then you'll also receive my daily email tips that'll help you make even more money." This sounds brilliant. Make the emails that they're going to receive sound part of the value. A lot of people get this wrong by being like, "Oh, and you'll also receive my newsletter, but you can always unsubscribe at any time." This sounds like, "Oh, and by the way, I'm also going to send you a load of rubbish that if you hate them, which you probably are going to hate them, there's a button to get out. Don't worry." It sounds like you're apologizing before you even get into it. That's not the way to go about this. Really position your emails themselves as valuable, because even if you sell in every single email, you are helping people to solve the problem that they've got. That is a noble, brilliant thing that we should all be doing. Make sure you have something right above the form that says, "You are absolutely going to get my emails from this. Expect them. Look forward to them. They're going to be brilliant." The way I get my head into this, a little mind hack that I get into my head into this is, "I want you to imagine that they should be paying for your emails. Your emails are going to help them so much. They're extremely valuable, so they should be paying for them. If that was the case, what would you say there and then? Also get my daily tips about this for free, no extra charge." That sounds great. If you say there's no extra charge, it sounds like, "Oh, that's going to be so good that there should be an extra charge. I should be paying for this and I'm going to get them for free." What does that mean? When they land, they want to know what's going to be valuable. As long as you don't disappoint them when they receive the emails, then they're going to keep reading your emails. Make sure they're expecting the emails. Let's get into that form. Right underneath that little subhead, if you want to call it that, right under that is going to be the form. Now, a bunch of years ago, in fact, until about a couple of years ago, there was a whole bunch of those marketing gurus saying, "Hey, stop asking so many questions. Just have email address. Take away asking for their name because you'll get more people joining your email list." That was true. That was absolutely true. It was a quantity game, though, not a quality game. There were ending up with a lot of people on their email list, but their open rates and their percentages were very low. I would rather have really good people on my email list, but more importantly than that, the world has changed. You and I, as consumers of stuff, of buying things on the internet, we're more skeptical than ever. We are sick to the back teeth of generic, regurgitated information that really doesn't help us very much. When we go to opt in for something, when we go to sign up for a free thing, we want to know it will actually help us. One of the things we can do is, yes, have a brilliant headline, like we've already talked about today, but then that's actually telling people that it's different. The next level of persuasion, the next level of influence is to resonate with people in their head in a way that shows it. It actually shows this is specific. It shows it is different because when we show people, when we do actions, when we do things that show something in particular, a person, a smart person, or even not a smart person, will actually feel this is different. How do we do that? We're actually going to ask more questions in the sign up. Just by the very fact you are asking, even if you do nothing with the information they give you, by the very fact you are asking them for a little bit of information, simple information, nothing they've got to go and research or look up or that they feel awkward or overexposed by answering, nothing too intrusive, but just by asking some additional personal information, it makes the whole thing feel more personalized, that we really are going to help you. I'm going to give you some examples of what they're going to be in a second. What's really nice here is that you get less of the casual browsers who are going to ignore your emails. You're going to get people who are a little bit more considered. Honestly, it hasn't made that much of a dent, if any, in the sign up percentage. Because I think it looks a lot more personal. Of course, if you want to use the information you collect, you can get a really good understanding of your people. You can collect information that you can look up and go, "Do you know what it is? I thought we were targeting this kind of person, but the kind of person we're really getting on the email list and like this, they're at this stage or they've got this size thing or whatever. Let's make sure our offers are actually helping the kind of people who are actually on our email list, not the kind of people we would like to have on our email list." That's really, really important. What are we actually going to ask for? We're going to ask for first name, definitely. I want to be able to address people. We're going to ask people for their email address. Of course, we're going to be sending them emails, but we're also going to add in some additional questions. I would like to always, as often as I can, ask a specific question that's specific to your industry. For me, it might be, "How many email subscribers do you have right now?" I'm not going to ask them to type in a number, because if they type in a number, they might feel like they have to go and look it up and they might not be specific or they might be a bit embarrassed because it feels like a small number because everybody feels like they've got a small email list for whatever reason. What I do instead is have a little drop down that gives them brackets. "Hey, I'm just getting started," which is another way of saying zero, or you can do the same thing in weight loss, how often have you been trying to lose weight? "I'm just getting started." It means, "I haven't done anything yet," but take the pain and the stink away from that. Then, it could be, "How many email lists right now?" Or, "Are you looking to lose weight? Are you looking to build muscle? Are you looking to train for an event?" It could be like, "What's your goal right now? Lose weight, build muscle, train for an event," and just a little drop down menu works brilliantly. Then, you can ask for people's phone number. Again, if you're going to do phone follow-up, if you're going to maybe do some SMS or some WhatsApp, something like that, will really help. Just adding one or two additional fields will really help you understand your people. Then, we've got the Submit button, that button that says Submit or Sign Up. A really great way of making that much more compelling is to write it in the first person as a benefit or a transformation of what they're trying to get as the outcome. Rather than just Submit or Sign Up or Download, "Yes, I want to make sales on autopilot," or, "Yes, I want to be in the best shape of my life," write it in that first person so they hear themselves saying it in their own head and share the outcome. They feel like by pushing that, they have made a fantastic step toward achieving the outcome. We want to always be painting a picture of their future self having achieved the outcome. It's called future pacing. Someone can see themselves with the result in the future. They will be way more compelled to take the action now that pushes them towards that. Another really important thing for right now is you'll probably have noticed that you're getting more and more, there's an increasing number of people signing up with dud or disposable email addresses so that when you start emailing them, they're bouncing, they're saying they're not existing, you're getting spam reports. We're seeing that with a bunch of clients. We're making some great changes. One of the changes you can make that I've been using for more than a decade, it works really, really well, is when you, on the Sign Up page, you say, "We're going to email this thing right to you." If you say, "We're going to email the report, we're going to email the link to the video, we're going to email the thing to you," that tells them that it's not on the very next page, that they have to put in a real email address, otherwise, they're not going to receive the very thing that they want. If they think it's a download literally on the very next page, they're going to give you garbage email addresses. Just that one additional line of, "Tell me where to send it, I'll email it right over to you," that's going to get you more genuine, legit email addresses from people who've got an inbox that they're going to check, which is the one you want when you're going to follow up with email marketing. Another thing that really helps people on these pages is to add an image, a graphical representation of the thing they're going to download. These are really easy to produce in Canva. You could use some AI to do it, I guess, if you want as well. If it's a PDF, get a nice image made, a little mock-up made, and have that on the page. If it's a video, show a little preview of the video. Let people see what is on the other side of signing up. Again, future pace. Hey, here's what you're getting. All you need to do is pass through these gates. The password is your email address. Show them. Let them see through the door. Let them see through the pane of glass. Let them see through the gates. Let them see what it is they're getting. Because when you make it visual, you make it real, right? When people can start imagining it and imagine what it looks like, that is when they really, really want it. Another thing I really recommend you start doing these days is, and this is just one more thing to really consider, is put some bullet points on the sign-up page that show some of your credibility, some of your results, some of the things that you've achieved for past clients. This makes your lead magnet feel way more valuable. Because they can see the kind of results you've had across your entire business. It doesn't have to result from your lead magnet, but the kind of results you've gotten people. Obviously, just make sure you don't accidentally imply that these are results from this lead magnet, because surely your best results are not from your free stuff. Now you've got some really hardcore, advanced techniques of things you can use in your landing page. Let's just cover off some really simple additions to your thank you page and the email that actually delivers your lead magnet. I want to make sure you've got all these pieces in place. As I said before, the first thing on your thank you page is you don't want to have the download link for your lead magnet on the thank you page. Because again, we want to encourage people to give a real email address that they've got to go and check to download that lead magnet or to have access to it. And again, if you might have some people who opt in with a rubbish email address and made up email address, they get to that page and realize, "Oh, it's not on this page because there's no ... You've probably got a little banner across the top that says, "Hey, it's going to be emailed to you." I'll get onto that in a second. And they'll go back and they'll re-opt in because they really, really want it. But what you do want to do on this page is you want to offer an opportunity to go deeper with you, to spend more time with you. And the way you do that is, first of all, you do need to lead on that page with telling them where the lead magnet is. You don't want to start your relationship off on a, "Hang on, I opted in for that thing. I signed up for that thing. Where is it?" Now you're just selling me a thing or now you're trying to do something else. I really wanted that thing. You sold me, even though it's free, on getting this thing and you haven't given it to me. So you always want to allay that fear immediately. So your top of your page should be like, "Hey, welcome. We're about to email that thing over to you. It takes about 10 minutes for the system to send it over to you." I always say it takes about 10 minutes and we actually put a 10-minute delay in sending it to them. Why? Because I want them to not get distracted going and getting the lead magnet and want them to do what is on this page. That's really important. We want to control the pace at which someone moves on. It gives them that reason to not rush away and close the thank you page, never to be seen again. Well, of course, you'll be following up with them by email. What should be on that thank you page? Well, it could be various things. One of my favorites is to just put up a bunch of links and previews of other content that you already produce so this person can spend more time with you, build a deeper bond in relationship with you, and that will make them way more likely to buy stuff from you when they read your emails, which they will if you follow the rest of the steps I've shared with you. So that could be links to your podcast, your YouTube channel videos, your Instagram, your TikTok, your blog, wherever you are producing more content, link them up to various of those. The other thing you could put on there is a low-cost no-brainer offer because a small percentage of people will take you up on it, right on that page. And when they do, people who buy from you once are statistically 50% more likely to buy more things from you. So the sooner they can do that, the better. And of course, that will also help you towards some advertising costs. So you could do both of those things. You can do both of those things. If you're going to do an offer, I would say you don't have any other distractions other than the offer, though. That's kind of what I would suggest. And finally, before we close up today, I want to just very briefly talk about the delivery email. Make sure that the email you send your lead magnet in is obvious. Make the subject line the title of the lead magnet. Don't make it cute. Don't make it curious. Don't make it clever. Don't make it the benefit. Give it to them exactly how they ask for it. Because the biggest worry that any of us has whenever we buy something, whether it's with our email address or with our actual hard-earned cash, our biggest fear is we won't get the thing that we asked for, and we hate being disappointed. If you disappoint somebody once, it doesn't take many disappointments before the person stops trusting you all together. So you want to make it absolutely obvious what that email is about. And it is the lead magnet. Here it is, title of the lead magnet. And then in the actual content itself of the email, you don't want to just be like, "Hey, thanks for signing up. Here's the lead magnet." That is a huge wasted opportunity. When people download lead magnets, only about 40% of lead magnets ever get opened, 40% less than half. Why? Because we throw them out like they're not valuable. I want you to think of as many ways as possible of elevating the perceived value of the lead magnet even if it's free. So a simple way of doing that is in the email after they've opened it, it sells them on the value. This is awesome. It's going to help you do this. It's going to be brilliant because of that. Really lift it up, talk it up, right? And also, to help them really want to go and consume it, because if they go consume the lead magnet, they're going to like you more. They're going to trust you more. They're going to want to buy more from you. So another thing you can do is drop a specific hint in that email of something they should check out inside the lead magnet. So if your lead magnet is an ebook or a PDF, you might say, "Hey, on page 12, I'll lay out the exact email to send that gets people booking sales calls. Make sure you don't skip page 12. Now I really want to go and read the lead magnet because you've told me something specific at a particular point in the lead magnet. Or if it's a video, at eight minutes in the video, I show you the exact macros to eat that will put you into fat burning. Wow, okay, I know exactly what I'm going to do, right? And of course, send a second delivery email eight hours later to check that they actually saw the first one. That will actually save you a lot of customer support queries and people being worried because they missed the first email. So now that you've got a lead magnet and you've got a page that is really going to have people to sign up, but where do all of these email people come from? Where do all these subscribers come from? What we need to do now is get tons of new people to come to this landing page so they can sign up and start actually buying from you. And in the next part, I'm going to share with you a whole bunch of places where you can share your lead magnet landing page so your ideal clients see it and start coming into your world. You can check that out right here.