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The Basic Lead Generation Funnel Derek Used To Get 1,589 Leads For Just 48p Each

Success Vaults | 19th February 2018 | Written By Neil Bannister

Email addresses..  Lead Generation .. Audience.. The oxygen of any business

Without them, there is only so long you can survive in this entrepreneurial world.

Especially when you are in the first stages of business, just starting your journey and have no existing network to capitalise on and no existing clients to spread your word.

So why is it that so many people struggle with lead generation, even just getting even a few leads, getting a few email addresses, building a small audience?

My personal view is that they over complicate things too quickly..

They get themselves involved in a load of fancy funnels (I love my fancy funnels.. But only when the time is right) They have spent weeks or even months building these lead generation campaigns out, obsessing over the tiniest details and convinced themselves that this new funnel or strategy is going to take them to a life on the beach, working from a laptop, sipping on cocktails and watching the money roll in.

On paper, the strategy looks great.. They’ve followed everything they thought they should, everything they’ve been told to do, They’re excited.. But as soon as it goes live and get’s into the real world.. Nothing happens.

No leads come in, no enquiries, no-one likes their adverts, there’s a tonne of money down the drain and they just can’t work out what happened.

Every time I hear this, I know immediately what’s happened, without even looking into the campaigns..they’ve skipped the basic fundamentals of lead generation.

You see, leads and email addresses can be so easy to acquire.. It actually almost seems too easy at times

WHEN you stick to the basics.

Here, I’m going to briefly walk you through those basics and show you the exact process we went through with Derek Rowe, a gym owner in Ireland, to get results like these from cold traffic.

That’s 69 cents for 1,589 email addresses.. Just 48p at the time of this ad. (and a lot more in free exposure)

With 337 of those immediately applying for a consultation for a higher priced sale.

Believe it or not.. These results did not come from any expert lead generation marketing tactics, nor did they come from any sleazy strategies or red hot retargeting audiences

They came from absolutely nailing these 4 basic lead generation fundamentals to creating a high converting campaign.


I don’t mean “knowing your avatar”

Everyone in marketing has always gone on about “knowing your avatar” so much so to the point that it bores the life out of me every time I hear it.

Yes, it’s important, but the fact of the matter is, most of these guys preaching it don’t know the difference between finding your avatar and hunting the tall blue guys from the movies.

And you can know your customers pain and pleasure point all you want to, but if you can’t get into their heads, into their lives, into their thoughts and feelings, the things that niggle them on a daily basis, the things that drive them, who they look up to, what they read, what they watch, what tools they use..

You are never going to find them.

In fact, it is so important for lead generation to understand your customers on a deeply intimate level, we added it to our advert creation checklist and give you a list of points you need to know to find the best targeting options to reach your audience.

The more detail you can understand about your target markets daily life.. The better.

Because now we are going to use it to actually build an audience.

Firstly, we will write at least 3 answers to all the questions in the avatar section of the checklist above out on paper, so we have a long list of what they read, what they watch, what they use on a daily basis, what other media they consume, who they look up to, who they aspire to be, who else is selling to them etc.

Essentially a long list of things that avatar is specifically interested (we stay away from broad interests such as amazon and Walmart, everyone uses services such as these so they won’t help us find our audience)

Then we put each of these interests into a handy little tool that Facebook call audience insights, you can find it here and it looks just like this

If you’ve never used this tool, or you have not done much in digital marketing before, this might all seem a little bit strange to you and you may find all the different bits of data a little bit overwhelming, but stay with me on this because this will make the difference between your lead generation campaigns converting well and your campaigns sucking up a whole load of much-needed cash flow.

This is how to find exactly where your audience will be spending the most time and exactly where you need to be targeting with your adverts to get in front of your customers and start the lead generation process.

To start with we create our base audience, which is essentially a broad range of attributes that our potential customer need to have to want our product (we don’t include what their interests are here)

For example, Derek’s product is a male and for the customers to be seriously interested in our product we determined he needed to be between the ages of 25 and 55, he needed to be male and live in the United Kingdom.. Easy so far huh?

This is all we need to start with, so we put that information into audience insights as the picture shows below

Now there is a lot more that you can use as a base here, financial targeting if you have a high-priced product, targeting based on their industry of work if you are targeting a specific industry, even age of children if you wanted to be targeting parents. Facebook really is one of most advanced lead generation targeting platforms in the world, the possibilities of what you can target are almost endless.

Now this has given us basic interesting demographic information for the average male who is between the ages of 25 and 50 living in the UK.. Interesting, but not particularly useful yet.

Now we need to plug in the data that we collected in the avatar section to find out where our customer really is and where we want to be placing our lead generation adverts.

In an ideal world if you have a decent sized retargeting audience, this is where you can place that in target audience in order to understand a lot more about them and about their interests, however most reading this article will not have a decent retargeting audience right now, so we will leave this for another day..

As an example with Derek, we had his entire avatar mapped out in front of us, answering all the questions that you’ll find in our advert creation checklist here and one by one we put these interests, the models our customer followed, the publications they read, the media they consumed, the tools they used etc.  into the interest section.

Then clicked on page likes like you see below

This shows us what people in this audience (Men’s Health in the case of the image above) like the most and pages extremely similar to what we know our audience already enjoyed.

We do this for every interest on the long list we created earlier and simply count how many times each relevant page showed up in Audience Insights.

The two that show up the most and that we felt were most relevant to our audience are the ones we use for our targeting.

In Derek’s case, men’s health magazine and muscle and fitness magazine, were where we started with our targeting on adverts.

There are much deeper levels that you can go to on your targeting with audience insights to really find out a lot more about your avatar and even start layering the new interests on top of the old interests to find a more relevant audience that has much less competition, it’s slightly more advanced than we can go into on this article, but we do have a complete training on this and lots more in our VIP Members Area


Now we know exactly who our audience is and we know what drives them, we know what they struggle with and we know what niggles them on a daily basis.. We know their main obstacles to achieving their goals meaning creating a irresistible lead generation offer is easy… we do that with your lead magnet.

So we looked at our audience and it was plain to see what their biggest aim was, dropping weight and getting in shape.. Simple

What was less clear was the biggest obstacle is that most people in our audience faced on their journey to success. For some it was knowledge, for some it was time but the biggest one that stood out over all the rest and has done in any survey we have run on a fitness audience..

Is motivation

So we decided to focus on this for our lead generation offer, in a nutshell, how to motivate yourself and keep yourself motivated to drop the fat fast.

All that was left to do once we decided on what the content was going to be, was to choose how we were going deliver it  and for Derek to create the content.

We are not going to go too much into content creation on this article, this is more about driving traffic to your lead generation offer, however it is essential that you deliver 10 times the value of the commitment you are asking from your prospect.Lead Magnets Are Your Future Customers First Impression Of You. Make It A Good One Click To Tweet

Lead magnets that offer no value and of poor quality are dead now. They will do more harm to your business then they will good, this lead magnet especially if going to a cold audience, is more than likely your future customers first impression of you.. It’s essential that it’s a good one.

You need to really think about offering 10 times the value of the commitment that you’re asking from them, if you are asking for an email.. Create a free program that is worth a minimum of hundred pounds, something that you would be willing to pay £100 for.

It baffles me why people are still scared to give out their best content, we are moving into an age where content is going to be even more relevant and even more valuable than it was before, you need to stand out above your audience in a time where anyone can create an ad and get up within five minutes, you need to be branding yourself on the quality of the free content that you are providing.

So keep that in mind when you are planning your lead generation offer, and if you would not be willing to pay £100 for it yourself, add to it until you would be happy to pay the amount

The next most important basic that you need to ensure you have nailed before you start running live traffic towards your lead generation offer is what is going to entice your prospects in… your advert itself.

Which, again all starts with having a deep understanding of your avatars emotions on a daily basis. At the end of the day, the quality of your advert and the quality of your results will be entirely dependent upon how well you know your audience and how well you relate to their needs, their wants, their desires and their obstacles and how well you can communicate that through your messaging.

Messaging is everything, especially in today’s marketing world where we are literally being bombarded with so many generic, non-personalised messages on a daily basis, it is all too easy to be lost in that crowd and render your advertising next to invisible.

The more you can speak directly to your prospects, treat them like real people instead of numbers and allow them to feel like you are talking to them on a personal level the more successful your lead generation campaign will be.

It comes back to the 27-word sentence that is a favourite in the SV office “People will do anything for those who allay their fears, justify their beliefs and help them throw rocks at their enemies”People do anything for those who justify their beliefs & throw rocks at their enemies Click To Tweet

The problem most people face when trying to do this, even if they know their avatar inside out… is the fact that you will never know them quite as much as they know themselves. A fact I have been reminded of personally too many times.

So how do we get them to tell us what they respond to best? Survey them? Ask our favourite clients?

We could do, but the majority of buying decisions are made subconsciously.. so whilst surveys may give us a base level idea, it doesn’t tell us particularly well the subconscious actions your prospects make when making a purchase or a commitment.

What do we do instead? We test different variations of advert elements and monitor which ones perform best in terms of lead generation.

It still baffles me that I see so many ad accounts that have been run by “professional” agencies and “experts” that don’t include testing in their digital marketing strategies

We will typically see a 300%-1000% difference in results between the best and worst variations of adverts in the same lead generation campaign… and the good news is, you don’t need a huge marketing budget or a large amount of marketing experience to be able to implement testing in your own campaigns.

The first thing to figure out is what you should be testing and come up with a testing strategy. We had a very simple strategy with the ads on this lead generation campaign, we tested all the main elements of the advert. The image, the ad copy, the headline and the audience.

Testing the copy is the first place we start. There are 2 different broad options we typically start with when formulating our copy strategy. Long copy versus Short copy or Pain based copy versus Pleasure copy.

Below is a layout of one of the better performing ad variations we used on this campaign to show you the structure we created

In this advert, we tested pain versus pleasure to begin with. What this means is that we wrote 2 different ad copy variations.

One that primarily focused on the benefit aspects of our lead generation offer, how it was going to change their life for the better and how it was going to help them overcome their obstacles.

It was short, directly to the point, had a sub-headline which emphasised the step-by-step aspect of the mini programme (because everyone loves to have the easy option) and a little bit of scarcity plus it had four benefit based bullet points of what they would get from going through the program… Nice and simple.

The second variation primarily focused on the pain they felt on a daily basis, so revisiting the pain points from the avatar section, the niggles they faced, the emotions they went through and the situations they were currently in and putting them into a very short story.

Note: You have to be extremely careful with pain copy… Facebook doesn’t like it a great deal of emotion in your wording and you may struggle to get it approved. Check out our article on the that will get your ads rejected and stay ahead of the game.

The next thing we wanted to test was the images. On this advert, we selected just one image of Derek (who is in pretty good shape and is essentially what our avatar for this campaign would aspire to be) against a tropical backdrop while he was on holiday.

Then we added a fade to the image and a call to action whilst leaving the other one unchanged to test whether the call to action on the image had any effect on the overall result, or whether the completely natural image was the way to move forward

And finally the headline. Again we created 2 variations of different headlines, one with a direct statement explaining what the offer was and one that directly called out our demographic wanting to achieve the benefit points our free offer provided.

We can’t cover the audience testing on this lead generation article as I’m already heading near the 4,000-word mark, but this is exactly the kind of content we dive real deep into in our VIP Members Area… where you’ll find comprehensive trainings on every single aspect of writing lead generation copy, creating these ads, finding the correct audiences and optimising the ads once they are live…

Once we had developed the ad elements and we had 2 variations of each element.. we put them all together in an interchangeable format and created 16 different ad variations. This is incredibly easy to do using a tool like Adespresso pictured below

For example, each ad would have a different variety of elements.

> Advert 1 would contain: Ad copy 1, Headline 1 and Image 1

> Advert 2 would contain: Ad copy 2, Headline 1 and Image 1

> Advert 3 would contain: Ad copy 1, Headline 2 and Image 1

And so on… Over time, we would just turn off the underperforming lead generation campaigns and redistribute budget to the better performing campaigns until we had just one ad remaining. (we another blog coming on ad optimisation soon or you can be shown how to optimise your ads like a pro and more in our VIP Members Area

It is that simple

You see, people believe that you need all of these fancy funnels to get incredible lead generation results, in all reality they only come into play further down the line and if you cannot communicate effectively and emotionally with your potential customers, no amount of marketing strategy will be able to help you

As I said earlier in this article, messaging really is everything and if you can make your prospects feel like you’re talking to them on a personal level, they will do what you ask them to do

The last basic fundamental element to a high performing lead generation campaign that we’re going to be focusing on in this article, is possibly the most critical, most complicated and often the most overlooked… that’s the landing page.

You see, most people spend hours and even days focusing on making their ad look great and getting there ad perfect, but get the landing page up in a hurry and almost completely neglect it, under the false impression that if the ad is good, it won’t really matter what the landing page is like… it will still perform well

Truth is, this is where the actual lead generation happens, this is where people will be making the decision on whether to give you their email address or not. This is the make or break cog, the stage that will determine whether your ad is a winner or a loser. You need to ensure it is as easy as possible for them to make that decision.

Over all the years that we have been running Facebook ads to landing pages and during that time consistently getting lead generation results of 40 – 80% conversions into an email from cold traffic and even 95% conversions in one campaign to a retargeting audience… we have seen a few fundamentals that we always stick to to begin with when creating lead generation landing pages.

I have spent days before on landing pages, making them complex and information packed, making them look incredible, adding section after section thinking I was adding more to the page and adding more to the user experience only to find that simplicity pretty much always outperforms complexity.

The simpler the landing page, usually the better the user experience and better the lead generation results. At least from Facebook.

Here is the one we used in this campaign, it was built on clickfunnels. If you look at this image of the landing page we have overlaid it with heat maps detailing how far people been travelling down the page and where people have been clicking on the page. We do this using a free software called Hotjar which you can find in our ultimate tools list with everything we use to run 7 figure + campaigns.

You can see from the heat maps above that there are no clicks anywhere on the page other than where we specifically wanted people to click, there is no distraction anywhere on the page nothing is drawing the prospects eye away from the action that we want ultimately want them to take. And nearly everyone scrolls down to the bottom of the page where the lead generation opt-in form is located… because we made it easy for them.

We placed a button above the fold (the bottom of the screen that is visible without scrolling) that would take them down to the bottom of the page immediately and we used all the information we gathered in building our avatar and writing the ad copy to make the copy intriguing and enticing enough to make them want to read on and to make them leave their email.

This is so important because people clutter up their landing pages like they feel as if they have to fill every empty space with as much info as possible, making it difficult to read and impossible for the prospect to be sure of how to move to the next step.

You’ve got to understand that most of your traffic will be coming from mobile devices, in fact we don’t even target this to desktop devices for email lead generation in the fitness niche because they consistently underperform and what people respond to better on a mobile device is something that tells them exactly what they are going to get…

The main benefits they are going to get from giving you their email and making that commitment and how they can take the next step to get your free offer. The main benefits they are going to get from giving you their email and making that commitment and how they can take the next step to get your free offer.

We have countless hours of video training and walkthroughs on how to create high converting lead generation landing pages in our Virtual Coach, and you can get unlimited access to it for free here.

Again, it really is as simple as that.

Don’t overthink these things, don’t get caught up in the digital marketing hype that everyone falls for, just focus on the four basic lead generation principles mentioned above and focus on doing them extremely well.

Everything else will fall into place.

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Neil Bannister

Neil Bannister

Co Founder Of SV-Digital

Nicknamed meatball, co-founder of The Success Vaults and head of all things online. Neil started his business journey growing a successful gym before finding his passion for marketing, numbers and customer psychology. Predominantly specialising in Facebook and Google paid advertising, he leads the team to create and manage complex marketing ecosystems for our clients that have led to ROI’s of over 1,000% and conversion rates of up to 95% to email.


Get access to over 500 hours’ worth of trainings on lead generation, charging what your worth, how to close new clients and building an online business


Get access to over 500 hours’ worth of trainings on lead generation, charging what your worth, how to close new clients and building an online business