MMP #090 - The Best Lead Magnet in the World

A boring PDF freebie won’t fix a quiet pipeline. The fastest lead magnets I’ve used on Instagram don’t just “teach” something, they create real progress for a real person, right now. That’s the heart of what I call a service exchange lead magnet: a free, personalized assessment you perform in exchange for a simple entry like a comment and a DM.

I walk you through what a lead magnet actually is, why opt-ins matter more than likes, and how tools like ManyChat, Flodesk, Notion, and Loom can support a simple system for email list building and DM follow-up. Then we get tactical with examples you can steal whether you’re a health coach, fitness coach, movement professional, or online business coach: gait analysis, squat or deadlift form checks, running assessments, posture reviews, food journal audits, Instagram bio audits, sales page audits, and content feedback. You’ll hear how to pick winners in 24 to 48 hours, how to add “surprise value” so your free service feels premium, and how to nurture everyone who enters without triggering their sales resistance.

We also cover the practical Instagram marketing details that make this work: what to say in the post, how to run it across Reels, carousels, and Stories, what to DM non-winners as a value-first follow-up, and how to include a clear CTA box so people can self-select into your low-ticket offer, a free chat, or one-on-one coaching. If you want more leads, more sales calls, and more DM conversations that feel human, hit play, take notes, and run the play this week. Subscribe, share this with a coach friend, and leave a review so more people can make moves.

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Transcript

Welcome And The Big Idea

SPEAKER_00 0:00

Welcome to the Make Moves Podcast. I'm your host, Clayton Moves, and this is the podcast for all health and fitness experts to land dream clients from Instagram and learn marketing and sales that doesn't feel salesy. Alright, let's dive in. Welcome to the Make Moves Podcast. I'm Clayton Moves and I'm here to help you land dream clients from Instagram. So today's episode is about the best freaking lead magnet on the entire planet. I have no idea why no one is talking about this, but every time I plug a lead magnet like this, I not only generate a ton of leads, but I book a ton of sales calls and I make sales right in the DMs as well. So I'm going to teach you everything that you need to know about this magical lead magnet, how to come with up with ideas, how to format it, and how to post about it on Instagram, and how you can turn these leads into clients ASAP. So buckle up, my friend, you're about to change your life. So in this episode, we will cover the following what is a lead magnet? Why are lead magnets important? And what is a service exchange lead magnet? What are some examples of these types of lead magnets? Why is this so effective and a few different positive outcomes that can happen? And how do you do this on Instagram? So let's dive in. What is a lead magnet? A lead magnet is essentially a free resource that you extend to your audience. Typically happens with many chat, which is DM automation, in exchange for asking for their first name and email that you can automate and send that to your email list. So I use Flowdesk, but you could use something like Kit or MailChimp or whatever other software you use. And then Nest can trigger an automated email sequence that nurtures your clients. I use Notion with embedded YouTube videos or Loom videos, but you could do a Notion doc, you could use YouTube videos, Loom videos, PowerPoint presentations, Canva PDFs, plug and play templates, mini course, an app, checklists. It honestly goes on and on. So why are lead magnets important? So you get your audience to essentially raise their hand. It's a measurable outcome that says that, hey, I'm interested in this topic. And more importantly, I'm interested in learning this topic from you. So a lead magnet opt-ins are more valuable than someone who just double taps a heart on your post. You can track these people and you can and should follow up with them in a systematic process. So from the user end, so the person who wants the lead magnet, a few things also happen for them. They can see if the juice is worth the squeeze, right? They can peek behind the curtain and see if it's worth it, right? If the free resource is awesome, the paid stuff must be amazing, right? They can see if they like the way that you explain topics and teach stuff. Um they also get an idea of what it would be like to work with you and talk with you, and they can get a glimpse into how well you organize information. And they can uh try a technique or a strategy from you and see if it gets any results for them. And they might feel some different feels, they might learn something new about themselves, they might lose some weight, they might improve their mobility, they might feel better, they might lift everier, run without pain, they might land a client or book a sales call. So some sort of measurable positive outcome, right? Maybe not a complete solution, but progress, right? That's what they're looking for, progress. And a good lead magnet will typically help solve a small specific problem in its entirety. Um, and this opens up the next problem that their future client will need to have solved. And you are the obvious next choice to help solve it. Um, so what is a service exchange lead magnet? Okay, so this is the magical lead magnet. This is a type of lead magnet that I coined. Um, not sure if I'm married to the name of it, but service service exchange lead magnet, it explains what it is, and yeah, I might change the name down the road. But um this is not a pre-recorded digital resource, okay? It's something that you evaluate, you assess, or you perform for your lead. Okay, I'll explain this more detail soon. Um, and this is a highly tailored, highly specific in addressing their unique situations and needs. So, some examples of this from a health and fitness lens. This could be a walking gait analysis, right? They send you a video of you walking, them walking, and then you give feedback on what you notice about their gait and some exercises they could do. Uh, it could be a video of a squat, deadlift, or a clean and jerk assessment. It could be a 60-second sport video clip. So, you know, jujitsu, rock climbing, running, and it could be a video of a movement where the pain tends to show up. Um, and it could also be running form assessment, it could be a posture assessment, it could be a 24-hour food journal assessment, uh, it could be a spinal mobility assessment, it could be a full-body, you know, cars, FRA, you know, mobility assessment as well. Um, so those are just a couple of quick examples and some examples for me. I could do an Instagram bio audit, I could audit your sales page, I can audit a piece of content, I can assess a new follower ad and give feedback, and I could also give you feedback on your storytelling content. Hey friend, this episode of the Make Moves podcast is sponsored by me, Clayton Law. And if you are sick of trying to put all the pieces of the puzzle together with how to land dream clients from Instagram, I'm here to help you. There are two options that you can choose from. Option one, join MakeMoves Nation. It's an online community with full access to all my trainings and courses. You work at your own pace, attend monthly community calls, submit questions to the community, share wins, get inspired, and gain momentum and clarity. You can stay as long as you'd like, and feel free to pause the membership and rejoin whenever it's less than a dollar a day, with the membership access being$30 a month. The link to join is in the show notes. Option two, you can do one-on-one coaching with Clayton. So this is for you if you're ready to quit messing around and you're ready to do the work. Weekly Zoom calls with me, Monday through Friday support, voice memo and text, custom Loom video tutorials, custom GPS action steps for what you need to do and when. And it's a way to fast track your way to success to generate leads every day and clients every week. And if you're ready to explore one-on-one coaching and discuss your goals and have me lay out a game plan for you, you have two options that you can do. Click the link in the show notes where you can schedule a free Zoom call, chat with Clayton, or option two, DM me the words make moves on Instagram, and we can text and voice memo back and forth, answer any questions you have that you might have before I send the payment link your way. Now, back to the show. So, why is a service exchange lead magnet so damn effective? Um, and it can get a couple really positive outcomes for you and for your leads. So, for one, for you, it gets your leads to raise their hands. And you can, like if you're doing this on a post, you can select three winners and you can provide the service for the winners, um aka a coaching experience and helping them get forward progress faster. Um, and these can turn into sales conversations right away, right? While you're doing the process, um and it could also happen like two weeks or two months later, um, after you continually have touch points and nurture and have the follow-up process unfold. Um, and now you should also reach out to all of the other people who commented the call to action word to enter as being a potential winner. And you can say, like, hey, we already selected the three winners, but I also want to, I know this is important to you, so I also wanted to provide you with some free, you know, value to help you move forward, right? So you want to reach out to all the other people who entered in um to win this prize. Um, and you want to either provide them with free training as a consolation prize. Um, and this should be based off of a conversation that you have in the DMs to identify their current bottleneck on the product process that they're trying to work on improving. Um, so uh, you know, after you provide them with a training, a video, a notion doc, or a couple, you know, lead mines you have, you can basically give them, you know, just send these right in the DMs. Um, you should follow up with them in two weeks and just seeing if they went through it. How's it feeling? How's it working? Do they have any questions, right? This should be a very low pressure, no pressure, no strings attached, right? So people's spidey senses might be tingling because they're like, well, you know, this might they might try and get me to hop on a call. We're not doing that with these people, right? So we are we're not misusing their trust, okay? So you you can even call it, I I I tend to do this sometimes too, like, especially if I'm doing like market research calls, that's a whole nother conversation. But um, in this instance, you can say, like, hey, like the three winners are selected. I'm sorry you weren't chosen as winner, but like I know this is important to you, so I want to provide some free value. Um, just PS, I am not gonna try and twist your arm and get you on a on a sales call or anything like that. Um, but can you please send me a voice memo or uh a message of like, where are you currently at in your you know process? Like, what are you struggling with? What like just give me kind of like a bird's eye you know spiel and like what you tried, where you're at, right? Um, and then again, you don't have to like front load four questions in one question, but you could just like say, like, hey, I'm not gonna, I have nothing to sell you, I have nothing to pitch you here. I just want to help you. Um, so if you get that blanket experience and then start going through the questions, that'll kind of like take their guard down and they'll be able to kind of open up a little bit more for you. Um, so uh again, too, in the follow-up, that could also lead to like I've had so many people that have done these service exchange lead magnets, and they end up just like, man, I've been thinking about this, and I I really appreciate this. And by the way, what does your one-on-one coaching look like? Right. And now we're having a sales conversation. So it's a really cool thing to, it's a really great lever to pull to get more leads into your pipeline. So, how do you do this on Instagram? So, this can be done in a reel, it could be done in a carousel, you could do it in your Instagram stories. Um, you could do a green screen talking head in front of you demonstrating the service for a paying client. So let's say uh you, you know, you do Loom videos for uh weightlifting feedback. And so you could show a Loom video on Instagram being like, this is how I assess my client's lifting, you know, and then this is why I assigned on this. If you'd like me to assess your squat, just comment XYZ and I'll pick three winners after 48 hours or something. So um again, there's there's so many different formats and styles of content. Like you got you got to kind of play around with this until you land on something that really slaps. Um, but basically, um, once you pick your format, you plug it, you can say, I will pick three winners um after 24 hours or after 48 hours, or you know, at the end of this week, or however you want to do that, right? But there should be some like closing time on entering um and relatively soon. So I'd say 24 to 48 hours is might be a sweet spot. And you can say comment XYZ to be entered. Um, there is no many chat automation to this. So they're not getting a DM. They're not like you just want them to comment so that they can be entered, and that after 24 hours, you will pick a winner. Um, you have two options. You can randomly pick. Um, uh, so again, you just like pick whatever random people, you can get a random generator or just randomly just point to three people. Um, or you could have them, you know, to enter to win this, um, you know, whatever you're calling it. Um, there's two steps. Step one, comment X, Y, Z, you know, whatever the word is. Um, and the second step is to send me a DM and tell me why you should be selected as a winner, right? So let's say you're doing a running, uh, let's say it's a running assessment and they they're gonna send you a 60 second running clip, and um, you know, you're going to assess their running uh style and then offer some changes they might be able to make in terms of like how they run, their positioning, their foot strike, whatever it is. And then also maybe some exercises, like you could say, like I will also provide and program three exercises for you to do. Um, and this can help correct the XYZ of XYZ, right? Whatever it is. Um, so if you do the two-step application where it's like, send me a DM on why you should be selected as a winner, right? And they might say stuff like, I've been following you for years, I love your content, um, I've been switching from this shoe to this shoe, and I've done my first half, and I'm I tried to do my first full marathon, but like two weeks before I had to stop because I had you know uh shin splints and it broke my heart, and then I, you know, started, you know, gaining weight, and then I haven't ran again, and I just I just really want to get back into running. Um, so again, too, like if the story is compelling and there's passion and they're typing paragraphs there, like if they got nothing to say, it's like I think I should be selected, then okay, you know, there's not that much like emotional commitment to like wanting an outcome, right? Wanting to get a result, and also like they they want to like explain to you, they want you to, you know, to validate, you know, why why they should be selected, right? So if they're typing paragraphs and you really connect and resonate with them and it's a potential dream client of yours, you should definitely select one of them as a winner. So you can do it totally random, or you can have the kind of almost like application or proposal uh component of it. So um, in summary, um, you want to, this is what you need to do in your next action steps on how to have a service exchange lead man. I want you to think of all of the ways in which you help your clients. And I want you to identify something that they all need or want, especially once they start working with you, right? Like if it's one of the very first things that you change or help them with or you assess them with, right? That might be a good entry point. Um, it could also be something that you know you identify a gap in the industry that you could provide a unique service for, right? So um I see this a lot. So um I work with tons of different, like all of the acronyms. Like I've worked with a ton of movement people, uh, fitness people, and like, you know, FRC, PRI, DNS, like there's so many, like FMS, like FML, YOLO. I've worked with I've worked with them all, right? But in particular, PRI is an interesting one where um and I've done a few exercises um from them, and it's always hard to know if I'm doing the exercise right. Like, where should I be feeling this? Am I setting this up properly? Because a lot of the PRI people, they're they uh, and I saw someone locally here, and they just basically give you a printout from like 1997 and like here's your exercises. I'm like, great, this this helps me uh not at all, or this is not helpful, right? But if I could send you a video of me getting into the the PRI position and like talking in the video and being like, So I kind of feel it here and I kind of feel here, is this right? And then if that person could do a loom video and send it back to me, it's like this positioning, your knees need to be higher, they're they're not even, the heels should be this high. Um, and you wouldn't want to feel it more in your lower back than in here, right? How valuable would that be? And again, you're differentiating yourself from all the other PRI people that just give people this 1997 printout, right? So, again, if you can I identify something that is a gap in the industry and the unique service you could provide, that's that's gold, right? You could just print leads. Um, so you also want to figure out how you want to deliver the service. So um, do they send you a video and you do a loom recording over it where you can pause a video and draw lines over it? Um, do they send you pictures of their setup or their meals that they're eating and you give feedback that way? Do you send them a checklist? Um, and you want to also figure out some additional surprise value. So, right, there's the service exchange where you're giving them feedback on form or an analysis or whatever it is, but then also attach like some additional surprise bonus goodies, right? So, like when I do service exchange lead magnets, and again, too, PS, stick around because I'm gonna tell you how you can enter for a free service exchange lead magnet from me. Um, and essentially uh you want to provide like some exercises or follow-along things or some tips or or trainings that that would help further along in the process. So figure out what those additional surprise values are. Um, and maybe it's a seven-day program, uh, or maybe it's like exercises they should do every day, or you know, it could be anything. So these can be videos of them to follow along with. It could be a template or a checklist or a notion doc with YouTube videos embedded in there. A lot of a lot of options. Uh, you also want to figure out how to provide value for the non-winners, right? And when you deliver the service exchange, make sure that there is a clear CTA box, a call to action box where they can do one of three things. And so these are three different links, right? And if you've got any of my lead menu, you probably know what I'm talking about. So it's like, hey, would you like to work with Clayton one-on-one, or would you like to make moves with Clayton? Here are the three options below. So number one, buy your low-ticket community membership and or single purchase low-ticket item. Number two, uh, click here to sign up for three months of one-on-one coaching with your name, right? Option three, book a uh free chat to see if we're good fit. So mine is like number one, sign up for make moves nation. It's less than a dollar a day, 30 bucks a month, right? Option two, work with Clayton for one-on-one coaching for three months. Click here to sign up. Um, not sure if we're get fit or have some questions, click here to book a free chat with Clayton, right? So you give them three options and they can self-select, right? They can be like, you know what, I just want to buy this low ticket thing, or I just want to buy this$25 thing and just see if see what it's like, right? Or you know what, I've been following Clayton for years, I've seen his stuff, I'm I'm ready to do this. And then boom, you you submit payment and you start rocking and rolling. Or three, you're like, you know what, I've seen this stuff for a while, but I have some questions. I make sure we're a good fit. It's not like another coaching experience that I had that wasn't so great. So I'm gonna book a I'm gonna book a call with him, right? So again, you put those call to action boxes at the top of your lead mags and in how you deliver the services exchange. So again, if it's like a unique notion doc or Word doc or PDF that they get, you want to make sure that you customize it with their stuff and their videos and their feedback, um, but also a clear next step that they could take with you. Um, and then you want to come up with like one to three content ideas on how to plug your service exchange lead magnet. And if they do express interest in your one-on-one coaching service um or you get a sense that they're open to a sales conversation, go ahead and explore that. And you also want to follow up with them in two weeks with specific open-ended questions about how their progress is going and how it's feeling in their body or whatever you're helping them with. Um, and again, continuing to follow up with them over a period of time. So thank you for listening to this episode and a PS here. As a thank you for being a Make Moves podcast listener, I want to extend a free service exchange for you. So here's how to enter. Um, I want you to DM me on Instagram at Clayton.moves the word audit. So just send me a DM with the word audit. After that, tell me in a sentence or two or a voice memo of like what you would like me to audit for you. And you can pick from one of the following options. You can do an Instagram bio audit, I can give feedback on one piece of content that you did that was either good or bad in terms of performance. Um, I can review your new follower ad. I can review your sales page, I can review your lead magnet, and I can give you feedback on a storytelling post, um, or I can give you feedback on your Instagram page and your three pinned posts that you have at the top. So lastly, if you found even just a tiny bit of value from this episode, do me a favor. Step one, screenshot this podcast, um, put in your Instagram stories. Mmm, losing my voice here. Uh, tag Clayton.moves and write one sentence about what you loved about the episode. It takes 30 seconds and it's a free way to support the podcast before I lose my voice. And I really appreciate you being here and go make moves.