Happy Monday! Every week I think this is the week I lose consistency but then I manage to send the letter, but today! It was really touch and go for a moment there! Phew! It’s starting to be an adrenaline-inducing venture and I’m not sure how I feel about it any way we move!

So today I’ll keep it short because I have been thinking about lead magnets all week last week and it’s a rather straightforward concept. If you know about lead magnets, consider this a reminder and a check-in on how well your lead magnets are doing but if you are new to this - here is the schpieal.

Give some to get some - this is the principle of a lead magnet. It’s about offering your TA something valuable in exchange for their contact details or even a sale. No matter what business you are in, you can offer your TA something that entices them to share something valuable with you.

Most of us are using Meta ads and Google ads to convert customers so if you need to spruce up your conversion numbers or optimize performance, I suggest adding lead magnets to your ads.

Don’t just sell your products - Buy X today - these work for like 5 mins then you are dealing with declining Customer Acquisition Costs (CAC) and conversion rates.

The most common lead magnets are discounts and promotions - everybody loves to spend ‘less’ money on a product.

However, if your business is not in a position to offer discounts don’t worry you just have to get creative - ok that’s quite hard but i just mean it’s not impossible.

Lead magnets can even be advice that helps solve your customer’s problem in the area of expertise you specialize in i.e. If you are in real estate you can offer advice on what to look out for when buying property or if you are in fashion - styling tips. Package this value in a way that is personalized i.e. give them a PDF in their inbox, or a free consultation call rather than a publicly available asset like your website or social media posts.

Put in the work to really create something of value - let it truly be of value- the same value as what you are asking for in return.

What lead magnets will you be offering your TA?

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A RUNT: We learn from our mistakes, but it turns out that we could learn more from others’ mistakes.

So I was looking for a mattress and I decided to try out Dr. Mattress instead of my trusty Moko mattress and boy wasn’t that experience a roller coaster!

I started by going to their IG page and on their bio, I was met with a trifecta of pet peeves:

• The link to their website was not working - their SSL certificate was expired or non-existent - like what?! I don’t expect this from a big brand like Dr. Mattress

• There was a second link to, get this, a bot/scam Facebook page!!! 🤯🤯

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• I scroll through the posts and on each post there is an unclickable bitly link that apparently is a link to their showrooms - which btw is terribly important information if you are looking for the nearest showroom to experience their products/purchase. 🤦🏾‍♀️

Anyway, I ignored all this and I identified a mattress that fit my needs. I left Instagram and searched on Google Maps for the nearest showroom and went to Sarit Center to test this mattress. The mattress was great but I wanted it delivered to Kilifi on a specific day and I asked if I could just order it from their Mombasa branch (which I confirmed they had on Google Maps) but this guy didn’t encourage that and proceeded to take me through a long process which would have me pay more to fast track the delivery all the way from Nairobi. Just to confirm I called the branch in Mombasa and they had it in stock and said I could pick it up immediately or get free delivery the day after I needed it. I wondered why this guy wanted me to take the long process and pay more and realized that they probably get a commission on a sale, so for him, it didn’t matter that the customer was incredibly inconvenienced as long as he got the commission. I get it - you have to do what you have to do to secure the bag, so my bone isn’t with the sales guy but the management that set up that system and that’s a whole newsletter on its own.

After all that, I got the mattress and it truly is a good product- I even got pillows but customers shouldn’t have to go through all this. I was a motivated buyer but there are a lot of potential buyers with lots of options available to them and very little patience who will drop off at the slightest inconvenience. It would be a real shame to lose a customer from having your awesome product because of small issues such as these.

I recommend going through your own customer journey time after time and see whether you have broken links or tedious sections that can easily be streamlined.

End of runt.

xx Moraa

My favorite things this week:

​Dr. Mattress - I said the product was good just not the process of getting it! Also seems they fixed the SSL issues so that’s great

Dr. Pillow - their pillows are great too- can’t seem to find the product page on their website 🤷🏾‍♀️

​Liafro soy candles - Jasmine to be exact - smells divine

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Quote of the week:

P.S: Great satisfaction comes from sharing with others

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