Most entrepreneurs are thinking about lead magnets – or case study PDFs – the wrong way.

Here is how I was able to increase sales by 26% through asking the right questions.

And how you can too:

You probably think that with the right lead magnet, your prospects will read the material, fall in love with what you hear, email you back (or click over) and buy right away.

So rare it’s not worth thinking about.

If any sales do come from a lead magnet, it is because they read more emails in the future and finally pull the trigger.

Here is where you’re going wrong:

You’re letting a hot lead off the hook by removing any urgency from the process.

Your leads have put their hands up as interested, don’t sidetrack them with a lead magnet to read.

Here is how we use lead magnets differently.

1 – Create a valuable lead magnet. Make sure it showcases every step and detail.

2 – Add ‘pre-framing’ questions before your lead magnet.

Questions like:

How much time do you have set aside to complete x?

Do you have a place to store the (expensive equipment needed) to complete x?

The goal is to frame the thinking of the lead in order to maintain the urgency of the sale.

Example (works for any business): Here is what I would do if I were a pest control company in Maryland:

Lead magnet on top 10 way to reduce infestations in Maryland this Summer.

Then pre-framing questions:

Do you have the equipment needed to spray the chemicals?

Do you have the PPE required to ensure your safety while using dangerous chemicals?

Do you have access to a ladder or the crawl space for under house and attic treatment?

NOW they thought they’re getting a DIY answer, but realize it’s not so simple.

If they are the right type of buyer, they are thinking “Screw doing this myself, I’m just going to hire these guys now”

So stop thinking your lead magnet is enough on its own.

If you have one already, add some pre-framing questions and test the response.

If done right, you WILL increase sales.