Are you using a lead generation tool to capture visitors to your site? Otherwise, known as a lead magnet. I hope so because having email list makes it alot easier to stay in contact with prospects.
I use several lead magnets and experiment often.  A lead magnet is great because:
1. It’s free. Everyone loves free.
2. It’s valuable information that your potential client needs
3. It’s a generous move that leads to reciprocity (I give you a checklist, you give me your email)
4. It demonstrates your expertise and knowledge
5. It allows you to stay in the conversation
6. It gives you additional marketing ‘touches’
7. It can be offered in a variety of forms
That’s just the basics, though. At the advanced level, your opt-in can bring you super targeted clients. How?
Dig deeper into their needs and goals. Create opt-ins that speak to the specific results clients want to attain.  Niche down.
For example, imagine you are a family lawyer. The client who wants a custody adjustment is interested in different information than the client who wants help to adopt a child.  Don’t use a one-size-fits-all lead magnet.
Identify your ideal best client then create lead magnets that address their problems.  Your IBC will be drawn to your practice when you are solving a problem they care about and using their words to describe it .
Research saves the day, my friends! No worries if research isn’t your thing. That’s where your research virtual assistant comes in.
Pro tip: Do the Pre-Go phase!  Provide specifics to narrow and refine your search.  Our imaginary family lawyer wants to find clients who want international special needs adoptions. What kind of instructions should she give her VA?


Dina Lynch Eisenberg, JD, is the CEO of, an outsourcing training/consulting firm for successful lawyers and entrepreneurs based in Oakland, CA.

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