LeadMagnetGeniusOnce someone downloads your lead magnet, the journey is just beginning. Email marketing is your best friend here. Set up an email sequence to cultivate the relationship:
Immediate Deliverability: Ensure your delivery email for the lead magnet fires right away and lands in their inbox (test it!). This email should thank them, give the link/access clearly, and perhaps share a quick tip or personal note. This helps set the tone that you’re friendly and responsive. As a technical aside: offering the lead magnet on the thank-you page immediately after sign-up and via email covers all bases for user experience (instant access plus a copy in their inbox).
Follow-Up Value Emails: Send a few more emails over the next week or two that provide additional tips related to the lead magnet. For example, if someone got your “10 Vegan Recipes” PDF (and your course is a full vegan cooking course), send an email 2 days later with “Bonus: A Shopping List for those Recipes” or a success story of someone who went vegan. These emails should also subtly highlight the benefits of your course or coaching (“In my full course, we cover meal planning in depth…”). According to marketing studies, welcome email sequences significantly boost conversion – it’s a missed opportunity if you only send the magnet and then go silent. Consistent, helpful contact keeps leads warm.
Address Objections and Questions: As you lead up to pitching your program, use emails (or possibly another free event like a Q&A live session) to address common questions. For instance, one email might be “5 common mistakes in [topic]” or “You might be wondering if [course] is right for you if…”. This preempts objections and positions your offer as the solution. Coaches might send an email tackling a typical mental block that prevents people from reaching their goal – and how coaching helps overcome it.
Social Proof and Urgency: Sprinkle in a bit of social proof in your communication. A great way is an email sharing a case study or testimonial from a past student/client: “How Jane Doubled Her Income Using These Strategies” – and note that she was part of your program. As you near a launch or enrollment period, introduce urgency: maybe there’s a limited-time bonus or the course is starting soon (for coaches, perhaps only X slots remaining for the next month). Time-sensitive incentives can push fence-sitters over the edge. However, always do this ethically – false urgency can erode trust.
Direct Invitation to Enroll: Finally, make the sales pitch. Clearly invite them to join your course or book a consultation call for coaching. Be sure to emphasize the transformation or result they desire, which by now (thanks to your lead magnet and nurturing) they fully recognize you can deliver. For courses, provide a link to the sales page with a rundown of what they get. For coaching, ask them to reply or fill out an application. You’d be surprised – after delivering consistent value, many leads will be awaiting this invitation. Often, people need to be explicitly told how to take the next step.
In implementing this, automation tools like email marketing platforms are essential. You can set up sequences that go out automatically when someone signs up via the lead magnet. This is how you scale the personal touch – every lead gets a series of warm, helpful emails as if you were personally guiding them. Many course creators find that a well-designed email funnel can convert a significant percentage of leads into buyers over time, even if it’s not immediate. Remember, not everyone will sign up right when you first offer; some might join your course launch 3 months later after receiving your newsletter consistently.