Lead Magnet Free ebook

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About the Client

Clint Coons, Esq. is a founding partner of Anderson Business Advisors. His eBook, A Primer on LLCs For Rental Real Estate, has been used as a lead magnet for many years.

What did they want?

The client wanted to increase book downloads, but the original copy didn’t say much except to download the book. Therefore, a whole new page must be written to entice people to download the eBook.

My approach to the copy

After reading the eBook, I pulled out some nuggets that I knew would be relevant to our audience based on my research into real estate investors. However, these essential nuggets were missing from the original download page.

One thing I noticed in all the copy I have written over the years and read about in hundreds of testimonials for various products and services is that people are highly motivated to act when it is for someone else—not themselves. Therefore, I wrote this line:

“Devasting lawsuits not only drain your wallet, but they also disrupt family relationships, partnerships, friendships, and client relationships.”

Boosting Downloads

While my new copy for the eBook increased downloads by 17%, I felt something was still missing. This was nagging me, so I brought it up at our next marketing meeting.

I said, “I think this eBook needs a new name. It sounds like painting a house. We need to be clear about the benefits of the book in the book’s title. Show them what they are going to get. ‘Primer’ just doesn’t do it.” The original title was A Primer on LLCs For Rental Real Estate.

We all agreed that the title just wasn’t working. We worked together to give it a new name. Here is an earlier version of my copy with the old eBook title.

The new title we collaborated on is How to Leverage LLCs to Protect Your Real Estate Portfolio. This new title boosted downloads by another 43%.

RAL Post Event Emails

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Project: Post-event emails to buy a service package

Objective: Get people to see the offer.

Team & Role: Lead Copywriter

Challenge: To get people to believe they need this service package

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Residential Assisted Living Email Campaign

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About the Client

Anderson Business Advisors is a tax planning and asset protection law firm whose audience is mainly real estate investors. They host free webinars to generate leads to introduce their products and services to potential clients. Occasionally, they have a JV event with another business specializing in real estate.

What did they want?

They need emails to promote a JV venture with Residential Assisted Living Academy. RAL Academy helps entrepreneurs in the real estate space create residential assisted living facilities. These are highly profitable businesses. This event was to showcase RAL Academy to Anderson’s audience.

My approach to the copy

My approach was to be very inspirational. This was the nature of Gene Guarino, the founder and CEO of RAL Academy. While the emails were written by someone else, I wanted to inject some of Gene’s infectious enthusiasm. Also, I wanted to ensure the audience knew how great of an opportunity this was.

Challenges

Since this online event (see event copy here) covered two topics—residential living and asset protection—I had to write an email that appealed to both subjects but not get lost in the weeds with too many details.

In the first email, I wrote about the asset protection only in the P.S., so it appeared to be like a “bonus” that was needed once you succeeded in making lots of money in Residential Living investing.

Another challenge was the client insisted on using the same landing page for all their events. Therefore, more selling needed to be done in the emails. In other words, it wasn’t just about selling the click because once they got to the landing page, there wasn’t much copy on the page. Therefore, more copy had to be written in the emails. The good news is that these were the most read emails, with a readership of 84%, according to HubSpot data.

Results

This was an incredibly successful event—surpassing attendance sign-ups and attendance records for previous events. Also, the event was incredibly profitable, bringing in over $500,000 in sales. The offer page for this event can be seen here.

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Related Materials:

Post-Event Offer Page

Post-Event Emails

Asset Protection Webinar Promotional Emails

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About the Client

Anderson Business Advisors is a tax planning and asset protection law firm. They host free webinars to generate leads to introduce their products and services to potential clients. After the webinars, attendees can get discounted prices on their primary service package, which sells for $2,997.

What did they want?

An email series to promote their monthly webinar series.

My approach to the copy

 This approach was to dig a little into the pain of what people were feeling in 2020—coming off the fake pandemic. Many people were uncertain about their futures and the future of America.

I wanted to meet them where they were. As Robert Collier once said, “You need to enter the conversation already going on in their head.”

I wanted to empathize that during challenging times, criminal activities rise. This means that they need to be extra diligent in protecting their assets. And this was true. There were a lot of frivolous lawsuits beginning in 2020, and experts feared many more.

I also showed clear benefits of attending the event and why it was urgent to protect their assets.

Challenges

Because this event was held every month and we were sent to the same list, the copy needed to be fresh and arouse curiosity.

Also, the landing page for these emails was the same for every campaign. Therefore, more needed to be said in the emails.

Results

These events proved to be quite profitable. My email copy for these events helped them grow from 800 to over 4,000 sign-ups every month we held these events.

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Related Materials

Here is a landing page for these events

Here is an email series for the post-event offer

Registration Page for Webinar

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Project: Registration for 8-Hour Saturday Event

Objective: Get people to sign-up for free online event

Team & Role: Lead Copywriter

Challenge: Instill value for people to give up their Saturday

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RAL Offer Page

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Project: Offer page for product/service package

Objective: Get people to buy the package

Team & Role: Copywriter

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