A company I used to write for spent millions of dollars filling their list with people who never read their emails or bought anything.
The problem? Congruency.
See, this company had a lead magnet that worked super well.
But the lead magnet didn’t have much to do with the products they sold.
The lead manget was about productivity, the products were about starting a business.
So their offers weren’t so much a “natural next step” as they were a “hard right turn”.
It would be like if you went to the mall and started munching on the samples of free cheese. Then the sales person was like “Hey, since you liked that, how would you like to buy one of our tractors!”
Are you’re there going, “Ummm, what’s that gotta do with the cheese I just ate, yo?”
A lot of funnels have the same issues.
They upsells aren’t congruent. People just tack on what they have laying around. Then hope the people who just bought their product on how to become a great public speaker (or whatever) suddenly have desire to also buy their course on becoming a bestselling author.
Sure, a few people will go for it. But if you want a solid funnel you can forget about that dumps money in your bank account, that prolly ain’t gonna do it.
Instead, you want to offer something that’s congruent with what they just bought. Either more of that or something that helps them get the most out of it.
If they’re looking at cheese, offer different type of cheese. More cheese. Crackers. Wine. A cheese of the month club. A course on making cheese. A hat that allows them to show their love of cheese to the masses.
People have the same congruence issue in their case studies.
Recently, I was hired to review case studies a client was using to build her list.
People would stumble across the stories either from SEO or a FB ad.
They’d read the case study, then get the chance to download a free training and join her email list.
Trouble was, for some of the case studies, the free download didn’t have anything to do with what they just read.
So the reason to join her list wasn’t nearly as powerful as it could have been.
I go into a bit more detail on the problem and how to fix it in your case studies in the short video below.
Because if you’re going to go through all the trouble of making a bitchin’ case study, you don’t want to have it bomb because of a minor mistake you made towards the end.
If you don’t feel like looking at my face, here’s the main takeaway from that video:
If you’re using your case study to build your list, make sure the lead magnet is congruent with what you talk about in the case study. If it’s not, either A) Change the lead magnet B) Tweak the copy early on to include some of the stuff talked about in the lead magnet. Start to build the value/importance of what’s in there and show how some of that info helped this person. That way they want it even before you offer it.