Welcome! If you’ve ever thrown your hands up wondering why your marketing efforts aren’t driving the sales and engagement you deserve, you’re in the right place. This post captures a practical and down-to-earth session designed for small business owners—and anyone else wearing just a few too many marketing hats—who is looking to get clarity and actionable steps to boost their conversion rates.
This isn’t about overblown theories, lofty jargon, or “formulaic” quick fixes. It’s real talk with hands-on strategies, relatable stories, and everything you’ll need to roll up your sleeves and get moving. If you’re ready for a no-fluff guide to lead magnets, omni-channel touchpoints, and marketing that really works, grab your coffee and dig in.
Table of Contents
Kicking Things Off: Setting the Scene
Who This Is For (And Not For!)
The Marketing Triangle: Design, Deliver, Optimize
Why Lead Magnets Fail—and How to Fix Them
Smarter Lead Magnet Design: The “Burning House” Test
Getting Specific: A Real-World Plumber Breakdown
Building Your Lead Magnet: The Practical Worksheet
Understanding Personality Types in Your Audience
The “Conveyed Treasure Asset” Approach
Lead Magnet Headline Formulas That Really Work
Deliver & Nurture: Why Leads Drop Off
Mapping Your Customer Journey: Touchpoints Galore
Case Study: Embedded Network Arena
Your Marketing Needs a Roadmap, Not Randomness
Workshops, Guides, and Support: How to Learn This Stuff Properly
Obligatory Sales Bit (But Not Really)
Q&A Highlights: Personal vs. Digital, Cold Emails, and Pricing
Wrapping Up: Your Next Steps
Kicking Things Off: Setting the Scene
The session kicks off with the group filtering in—everyone getting settled, cameras flicking on, and the warm banter that’s so typical when real people gather (virtually) to get things done.
“You can feel free to have your camera on. I am going to ask everyone to have their camera on anyway so I don't have to stare at myself… Just a screen for the next 30 minutes.”
The mood? Casual, friendly, and with the kind of small talk only real humans indulge in at the start of a meeting (“Got your eyeliner on now, do you? Good. Notice a difference. Stunning. Absolutely stunning.”).
But as soon as everyone’s dialed in and ready, things get rolling.
Who This Is For (And Not For!)
This workshop was built especially for small business owners and everyday people who find themselves running their own marketing—sometimes just one hat among many.
Maybe you’ve got a marketing team but aren’t sure how to guide them. Or maybe you are the marketing team, the admin, the CEO, and the bookkeeper, all rolled into one.
This approach is also spot-on for anyone in marketing who finds the whole thing’s gotten too technical or overwhelming. If you want strategies that are practical and “no fluff,” you’re in good company.
“Really all it is is if anyone's just looking for practical, no fluff strategy approach to how to convert, that's what this is going to be.”
Who Is This Not For?
Anyone chasing a “magic formula” or quick fix (“This is the exact opposite of how this works.”)
The time-poor—if you literally can’t carve out time, this process will take some thinking and application.
People expecting an agency to just do it all for you (this is about learning the how and why of marketing, not handing it over for someone else to fix.)
The Marketing Triangle: Design, Deliver, Optimize
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Let’s talk framework. While most marketers focus on the classic funnel, this session suggests a triangle—a constant cycle of growth.
That triangle covers three big areas:
Design (the creative, strategic side),
Deliver (the execution and customer journey),
Optimize (the step that never ends).
For the sake of the session (and this post!), we’ll laser in on Design and Deliver. Optimization is a beast for another day.
Why Lead Magnets Fail—and How to Fix Them
So, what even is a lead magnet?
You know those freebies—checklists, guides, webinars, quizzes—you get in exchange for your name and email? That’s a lead magnet. But most of them flop.
Why? Because people get distracted by tactics or by flashy ideas (“Should I make an ebook? A calculator? A white paper?”) and forget the point.
The #1 Rule
“The best lead magnet is something that starts to solve a problem for somebody.”
Don’t make it too complicated. People don’t need their entire problem fixed—they just want hope and momentum. Give them a taste. Open the door. Don’t write a 70-page manifesto when a 10-point checklist would do.
Smarter Lead Magnet Design: The “Burning House” Test
Let’s get real for a minute:
Imagine your house is on fire. You frantically search “how to put out a house fire”. Do you want:
An in-depth white paper on “The History of Fire Safety Since 1800”?
A thinkpiece on “The Top 10 Fire Trends in Your Neighborhood”?
Or just “Here’s how to start putting out the fire, step by step, right now”?
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That’s the litmus test. Every lead magnet should solve an immediate, burning problem—not the problem two years from now, or some abstract painpoint.
Three Reasons Lead Magnets Miss:
Wrong Person: You’re off-target with messaging. You’re not clear who you want to talk to.
Wrong Moment: Bad timing—offering a fix for a problem they don’t yet have, or missed the urgency.
Wrong Problem: You’re not actually addressing what’s urgent for the customer.
Getting Specific: A Real-World Plumber Breakdown
Let’s ground this with a relatable example.
Say you’ve got plumbing issues (toilets aren’t flushing right, minor panics brewing). You Google for a plumber. The first ad you click lands you on a site that shouts:
“Get a Free Quote Today. Sydney, Central Coast & Blue Mountains. 24/7 Emergency Plumber.”
Sounds promising, right? But… it’s not clear what problem they solve specifically. Are they fast? Do they fix burst pipes, leaky taps, or clogged toilets? Why should you call them, and what do you get for calling?
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“Usually the answer is I just wanted them to click on this phone number bit and call me. And I always say, well, okay, but there's no sort of framing to that conversation.”
This is where a lead magnet, placed at just the right spot, could actually pre-qualify leads and make everything easier for both the plumber and the customer.
Building Your Lead Magnet: The Practical Worksheet
So, how do you build a lead magnet that people actually want and use?
Here’s a handy worksheet for the process:
1. Target Audience
Example (Plumbing):
If you pitch “24/7 fixes,” are you after only people with burst pipes? Or folks planning a renovation? Pick your lane!
2. Quick Win Solution
Maybe your magnet is “Call us and we’ll walk you through preventing more water damage while we’re on our way.”
3. Desired Transformation
What’s their dream end result once you help?
(For plumbing—house back to normal; all quiet, no damage.)
4. Clear Call to Action
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Understanding Personality Types in Your Audience
Not everyone wants information the same way. Ever heard of DISC personality profiles? If not, here’s a crash course (no psycho-jargon):
D: Dominant, decisive—want quick results and summaries. “Give me the checklist, don’t make me read a novel.”
I: Influencers—follow trends, respond well to what’s popular with friends.
S: Steady and supportive—value relationships, trust, and context.
C: Conscientious—want all the info, research, and careful proof.
“As I described those four hopefully it becomes quite obvious that the type of lead magnet they're going to engage with is going to be quite different... For me, I would say I'm predominantly a DE personality. If you offer me a really considered 20 page white paper about something, I'm not downloading it because I'm never going to read it.”
Design your lead magnet’s format for your type of buyer—not yourself!
Some Formats That Fit:
D: 10-point checklist, quick video walk-throughs
I: Success stories, testimonials
S: Case studies, video reviews from past customers
C: Detailed guides, white papers
The “Conveyed Treasure Asset” Approach
Don’t just think CTA as “Call to Action”. Level it up to Conveyed Treasure Asset.
Conveyed: Feels personalized to their specific problem.
Treasure: Instantly valuable—something they can actually use now.
Asset: Stands alone; even if they take no further steps, it moves them forward.
Example
Instead of just an ebook, think:
Does your lead magnet pass these tests? If not, rework it!
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Lead Magnet Headline Formulas That Really Work
Struggling with what your lead magnet should be called? Here are two templates pros swear by:
How to [Achieve Outcome] in [Short/Achievable Timeframe] Without [Pain or Obstacle]
[Number] [Thing] Every [Type of Person] Needs to [Accomplish Goal]
“If you're stuck, these two are tried and tested ways that we've always generated lead magnets that get some great engagement.”
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Deliver & Nurture: Why Leads Drop Off
So you got the lead magnet ready, someone bites. Great! But why do so many leads still drop off and never convert?
The Dating Analogy
“I liken it to... a dating analogy, right? If a lead magnet's like going on that first date, the date's going awesome. But then you sort of neglect to call and follow up the next day. Right? So that's kind of just rude.”
If you don’t nurture the conversation, most people vanish. It’s not just about snagging an email—it’s about guiding the relationship as it moves forward, step by step.
Mapping Your Customer Journey: Touchpoints Galore
How many touchpoints—emails, messages, check-ins—does it take before someone buys?
Three-Point Journey Map
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If you’re doing nothing between lead and sale, start with three steps.
Here’s how that could work (two real examples):
1. SEO Journey (Green)
Discovery: Someone searches, finds your site.
Landing Page: They see content just about their exact problem (e.g., a special page for “clogged toilets”).
Lead Magnet: Specific, actionable checklist—gets them to try a DIY fix.
Nurture Email: Shows empathy, asks if the guide helped, offers expert help for what’s beyond DIY.
Conversion Email: Info on how to book in, transparent pricing, etc.
2. Paid Ads Journey (Pink)
Ad: They’re distracted, not actively looking—you snatch attention from their social feed.
Landing Page: Keep it bite-sized—just enough to offer your lead magnet and get an email.
Nurture: Email(s) that move them from “never heard of you” to “open to buying.”
Conversion: When they know, like, and trust you, then you make the actual offer.
“At the very, very least, if you added this one step in between, you're going to have a lot more success than the other people that I know and seen who are just not doing that extra step.”
Case Study: Embedded Network Arena
Let’s look at how this plays out in the real world.
Meet Embedded Network Arena, a startup that helps apartment blocks in Australia save big on their internal energy networks. (Trust us, this stuff is weirdly common and most people don’t even know!)
The Challenge
Audiences include apartment residents, strata managers, and committee members. Lots of moving parts; lots of confusion.
Stakeholders are busy, often distracted, and the buying process is s-l-o-w.
The Solution
Multiple Lead Magnets: Each “persona” (resident, manager, committee) gets their own targeted info.
Smart Timing: Lead magnets and emails are tailored—if a strata committee only makes decisions once a year, nurture emails build trust and background until the timing is right.
Automated Nurturing: The founder doesn’t have time to burn calling everyone. The system hands off educated, warmed-up leads who know exactly what’s happening.
“In the last 18 months, this person's gone from starting a business idea to just having this steady flow of leads that come through every single week.”
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The best part? By the time a lead gets on the phone, they already know the basics. The sale’s 90% done before the call is even made.
Your Marketing Needs a Roadmap, Not Randomness
Got 5 favorite tools? Great. Buying another one tomorrow? Maybe not so great.
It’s all about the plan.
Here’s What You Really Need:
A Roadmap
A Guide
The Right Tools
Tools should fit the plan, not vice versa. Don’t fall for every shiny new thing (“People hear about the latest AI tools or tech and just… I’m like, no, the tool needs to fit into that roadmap.”)
Support Network
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Workshops, Guides, and Support: How to Learn This Stuff Properly
If you actually want to get this stuff done, it pays to learn in groups, with hands-on work, and real accountability.
Forget the pile of unread mega-courses you’ve already accumulated. This workshop structure focused on:
Seven modules, each a live workshop
Practical exercises—walk away with work done
One-on-one support for each module
No “Here's the material, good luck.” It's "Here's what you need, now let's do it together, and check-in to make sure it works for your business.”
Obligatory Sales Bit (But Not Really)
Yup, there’s a 90-day workshop available for those who want a deep dive (with a full money-back comfort zone if the first bit doesn’t click). You can join just 30 days at a time if you want—a straight-shooting price per chunk.
“For me it's like if you didn't even feel like the first 30 days worked for you, take your money back and thank you very much for trying it. So I want as many people to give this a crack as they can because I know that they're going to get value.”
No pressure. It’s mentioned so you know it’s out there—not as a hard sell.
Q&A Highlights: Personal vs. Digital, Cold Emails, and Pricing
Where Do Personal Conversations Fit?
Digital channels are great, but there’s always a place for old-school human connection—phone calls, meetings, you name it. Especially as value and price go up, so should the number of personal touchpoints.
“I'm really big on having that human part tie in big time. So whether it's phone calls, personal meetings, all that sort of stuff, I always talk or preach that digital is just the channel and it shouldn't be its own solution.”
Cold Emails That Work
Here’s a nugget—a quick, genuine cold email (just two lines!) got a 2.5% positive response rate. The secret?
Workshop Pricing Recap
$1,500 per 30-day segment
$4,500 for the full 90 days
Full refund if you’re not loving it after the first month
Everything’s clear, upfront. No trickery, no gotchas.
Wrapping Up: Your Next Steps
By now, you’ve got practical ways to design and deliver lead magnets that actually work. You’ve learned to meet people where they are, use the right formats, and personalize based on your customer’s personality and stage of the journey.
“I would love to… have as many people come along and enjoy and take value out of this as possible. I'll get some notes out to everybody about this specifically in the next 24 hours. And then, yeah, if you have any questions about how to apply it, just… don't be shy. Feel free to email me and ask away.”
Quick Checklist Before You Go:
Audit your website or landing pages: Are you clear what problem you solve and who for?
Use the “burning house” test on your lead magnets—does it fix a real, immediate issue?
Build a nurture map—even just three steps is better than nothing.
Design for your customer’s style.
Get feedback. Don’t build in a vacuum!
Choose tools that fit your roadmap—not the other way around.
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Good luck out there! With these tactics, you’re already way ahead of the competition—and you’ll see those conversions ticking upwards before you know it.
Further Reading & Resources
If you found this valuable, or want the full set of notes and step-by-step frameworks, just shout out via email. Keep testing, keep iterating, and never stop learning—your best marketing is definitely ahead of you!
“Thank you everybody for committing the time. Thank you for everybody who's interested in jumping in for the first 30 days… Like I said, have as many people come along and enjoy and take value out of this as possible.”
