LIST BUILDING TIPS
A Step-By-Step Guide To Creating an Amazing Audio Lead Magnet
Amanda Gallinger, Author
My Step-by-Step process to creating an amazing Audio + Guide Lead Magnet + A free done-for-you downloadable script you can use!
You know I love a good step-by-step process!
Annnnddd you already know the reasons you need a great opt-in to grow your email list and begin connecting with potential clients and customers. If you missed that part… go here to read all about it.
There are many reasons an audio makes a great lead magnet – busy people may not have time to sit and read the lead magnet they download. And we really want them to use, read, and take action on your free thing.
Making an audio is a great way to give your peeps some valuable information and solve a pain-point problem they might be having in a quick and easy way. They can listen on the go and download your accompanying workbook to read at a more convenient time.
Get the Free Done-for-you script!
and Step-by-step instructions on recording your own training.
My very first lead magnet was a 3 part audio series! When I was first starting out, I built my very first email list and got my first 300 subscribers using this audio training. Then I tweaked the content and repurposed it again for other trainings.
It took me FOREVER to actually figure out HOW to do this. I struggled for days (possibly weeks) to get everything perfect. I didn’t know what software to use or how to set it all up. I was stuck and confused! Not a great combo. So, I thought it might be helpful to explain all the steps, so you can do it for yourself!
My favourite way to actually execute this – for you, as the business owner – is to RECORD your training FIRST, then transcribe your audio into the downloadable PDF.
Pro Tip: If you already have a handle on the recording bit and want to get fancy, you could create slides in Keynote or Powerpoint and record your screen with Screen Flow while you are talking. Then upload the entire thing to your Google drive, Vimeo, or Dropbox. Then embed the entire presentation into a leadpage to collect email addresses. If this is waaay too confusing for you at the moment – no sweat, just follow the steps to make a basic recording for now 🙂
An audio is sufficient if you are just starting out. No need to overwhelm yourself in the beginning with too many steps.
First, I’ll explain the tech details and how you will actually record your training, then I’ll tell you exactly what to say in your recording. I’ll even provide a script for you to follow 🙂
So let’s go over how you’ll actually record this thing.
1. Make sure you have a good mic to record your voice. I use my Shure mic (here), you could use a Yeti mic (here).
You really don’t want to depend on your computer’s internal mic – sometimes you’ll get some interference and the sound can be echoey. You don’t want to record your entire presentation only to discover it sounds terrible.
2. Test out the recording before you begin! KEY step. Once before, I talked for 45 minutes before I figured out I didn’t have the recording button on. Yup, not cool.
3. Use recording software. (Use screen flow if you have slides. There is a free trial in the link I provided), use audacity, Garage Band on your Mac, audio acrobat, or sony sound forge audio studio to record your voice.
4. Turn off your phone! Haha, I learned this the hard way. I once accidentally answered a call on my iPhone (instead of dismissing the call) then the person on the line listed to me talk for 15 minutes about webinars before hanging up. Yup, embarrassing.
5. Keep in mind, you may have to edit your audio and that’s ok!… Interruptions happen. A couple times my doorbell rang while I was recording and the UPS delivery person needed me to sign for a package. Those are the joys of working in a home office.
6. Either stand up or sit up straight when you are recording. Try to talk as though you are talking on the phone to someone or as if you are explaining something to a friend. The point is to keep it real and not to sound rehearsed. Personally, I pretend I’m teaching the topic to a workshop or class while I’m talking. It helps you to remember to breathe and not talk so fast.
7. Save your audio as a MP3 file on your desktop – so you can find it! My desktop is messy, and I lose things… haha
8. Upload the MP3 file to your website, or Soundcloud, or attach it to the email your subscriber receives AFTER they opt-in to get your lead magnet.
9. Now you’ll want to have your recording transcribed. Send your MP3 to a transcribing service such as Rev.com. It’s quick and easy.
10. You’ll have to read through your transcribed document and edit itonce you get the transcribed document. Make sure it makes complete sense for a blog post or Lead magnet. You might need to format it using a tool like Canva or Picmonkey to get your document to look like a nice workbook. You’ll want to add headings, pictures, and bold text etc. Make it attractive and fun to read.
Optional: Use a graphic designer from Fiver to create a cover for you. Or create one yourself in Canva or Photoshop.
Pro Tip: You could use this EXACT same process to create audio recordings of your blog posts. Give your readers alternate ways to learn your content. First, create the content – then record yourself reading it.
Now that you’ve got the recording part down-pat, let’s get into what you’ll actually be saying.
I’m going to tell you exactly what to include in your audio training and I’ll break this down for you in 6 easy to follow steps.
Step 1. Create your introduction.
Explain who you are and what they can expect to hear from you. Tell them what you’ll be teaching them and why they will want to stay and listen.
Personally, I love using this template when explaining what you do:
I work with [INSERT YOUR IDEAL CUSTOMER] who are struggling with [INSERT WHAT THEIR BIGGEST PAIN POINT IS] and instead want to [WHAT THEY REALLY WANT – THE TRANSFORMATION].
For example, I would say, “I work with creative aspiring entrepreneurs who are struggling with setting up an online business using their talents, experience, and unique ideas. Instead they want to learn how to actually get paid to do what they love so they can have more freedom in their life.”
Be specific so people can determine if you can help them.
You can ask them to turn off all distractions, get out a pen and paper and prepare to learn some valuable information.
Let them know they are in the right spot if they want to know…abc
2. Establish why they should listen to you. How are you an expert or a credible source of information? People might be skeptical or wonder if you have yourself experienced success from what you are teaching. This doesn’t necessarily have to be a monetary win. You could talk about your own transformation of getting from point a- point b.
If this was my training, I would insert a real story form my own life. I might share how I once had a really successful business designing jewelry in the wedding industry. I shipped my designs (that I also created) all around the world. And I was asked to offer my jewelry at the Oscars/Academy Awards celebrity gift lounge. That would have been amazing opportunity for my brand, but I realized I would need to scale my business in a much bigger way (a.k.a. more hours, more work, and hire lots of people) and I didn’t want to. I was tired, and working too many hours already. In that moment, I discovered I had built the wrong kind of business model – for me.
So now I teach other entrepreneurs about business so they don’t make the same mistakes I made. I help them build a business that supports the kind of lifestyle they want to have!
Rather than one that just creates a job for themselves.
3. Tell your story. This sort’a blends in with the last point. You really just want to continue telling them a personal story (or even a story of someone you helped… or someone you know, if you don’t have a client yet).
The main point here is you need to tell a story so people will be able to relate to you in a more personal way. The idea here is to help people resonate with you – or not. You want your ideal customers to stick around and get to know you more.
And if they don’t resonate with you, that’s ok too. You don’t want to please everyone. If you are, then your message is too generic – and probably not at all compelling.
Your story could outline your own transformation in this way:
- You worked very hard doing x,y,z.
- You encountered struggle, failure, of hard lessons
- You created change for yourself or created a system
- Your life is much better since going from point a to point b
Stories work really well if you can explain the benefits you experienced once you made your transformation.
For example, in my case, my husband is a military officer and I have 4 kids. So, Freedom in my daily lifestyle is very important to me. I figured out I needed to create a business that would support this lifestyle.
I worked in corporate marketing for many years, and that definitely didn’t afford me any freedom at all! And it wasn’t the kind of work I wanted to do! And my jewelry line left me tired and unfulfilled. So that is why I’m so passionate about helping people figure out how to set up their own businesses so they can have time freedom AND make an impact doing things they love to do.
You can see that this is where you tell your audience an emotional based story – you share your WHY and your desire to help/serve.
At this point, you don’t need to introduce the thing you are selling …yet.
But you do NEED to tell them how their life could be better when they experience the transformation you provide.
For example, one of my favourite things to say, is that I love having my morning coffee on my front porch while I watch my neighbours drive to work. I know that is something my potential clients want to do as well! They want the feeling of have their own time freedom. They also want to be able to create their own schedules.
4. Now you lay out your solution or transformation.
This is where you give value by teaching people some of your best stuff. You can help them solve one or two of their problems without overwhelming them with information.
You tell them, “I’m going to give you a quick overview and then I’ll break things down for you step-by-step.”
Describe your step-by-step process in order (it’s a great idea to have your own signature process or system).
Doing that will help you be seen as an expert in your niche.
5. Give a strong call to action.
Go over everything you just taught them and show how you answered their pain point or problem.
Then describe the exact steps you want them to take next. This could be, visit your sales page, read your report, go to your website, join your Facebook group, share this on social media.
People will want to know, “That sounds great, but will this work for me?” or “How do I get help implementing what you just told me?”
So give them a place to go to get their answers. You could introduce your one-on-one services, your class, course, info-product…. whatever you have created.