Want more email subscribers? Then you need a lead magnet. This is the second SlideShare in my "How To Create a Lead Magnet" series. Here I explain how to find out what your audience's biggest questions are. It's basically market research, but market research specifically designed to show you which lead magnet topics your subscribers will find irresistible. The next SlideShare in this series walks you through how to choose the right format for your lead magnet. Lead magnets don't have to be just words - they can be videos, coupons, audio files and more. If you liked this SlideShare, be sure to check out the video version of it on YouTube: http://youtu.be/zYrLvH7Su5w Want to learn even more about how to build your email list? Check out List Building Coaching: http://pamneely.com/list-building-coaching/

1. How to Find Out What
Your Ideal Subscribers
Desperately Want
to Know
PAM NEELY
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2. You can use these techniques to come
up with ideas for any piece of content
But I am going to focus a bit on lead magnets here.
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3. First thing: Who’s your ideal subscriber?
To answer this, figure out who your best clients,
customers or supporters have been.
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4. To answer this, figure out who
your best clients, customers or
supporters have been.
The 80/20 rule can be helpful. Which 20%
of your audience has contributed the most
to your business or project?
Those are your ideal subscribers.
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5. Once you know who they are…
What do they have in common?
Do they tend to read the same news sources?
The same blogs? Do they shop at the same
companies? Live in the same place?
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6. The next step to figure out what
these people really want to know is
to find places where they gather and share ideas
and comment.
Places like Facebook groups, LinkedIn groups,
forums, and popular blogs.
You can also learn a lot from Amazon book
reviews.
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7. Spend at least an hour finding
these groups/places and reading
comments
Consider taking notes about which common questions
come up, what issues are controversial and what
people struggle with most.
Those are all potential lead magnet topics.
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8. Other places to find out what your
audience wants to know are
• Quora
• YouTube
• Blopboard
• Yahoo Answers
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9. One of the best way to find out what
your audience wants to know is to see
what your competitors are doing
Use BuzzSumo to see which content of
theirs gets shared the most and by whom.
Also sign up for their email lists and follow
them on social media.
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10. Bonus: Set up Google Alerts
for your primary keywords
Include your competitors’ names
and websites so you can see what
they’re doing online.
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11. Topsy can also help you compare
how popular topics are
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12. Google Trends can tell you how
popular a topic has been over time
It can also show you breakout
terms – keywords that have seen
searches spike.
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13. Spend 1-4 hours doing research on
what your audience wants to know
Consider creating an Excel sheet of
top questions or areas of interest.
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14. While you’re doing this research,
capture links and resources to use later
for your lead magnet creation.
Also make notes about any places
you might want to guest blog post
for or partner with.
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build your list, build your business

15. At the end of your research, you’ll
probably know what your lead
magnet should be about
In the next tutorial we’ll talk about which
format to deliver your lead magnet in.
PAM NEELY
build your list, build your business

16. Like this SlideShare?
See more on PamNeely.com,
where you can sign up for
list building tips or join
List Building Coaching
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