How would you like to have prospects who call your competitors hire you, even if you’re the most expensive option?

Have no fear because Dr. Dee is here with the secret to make that happen.

Yesterday, I talked to you about lead-generation magnets. (You can read that at www.davedee.com/blog if you missed it.) And I told you about the first lead magnet I created when I was a magician – a free report titled “7 Questions To Ask Before Hiring An Entertainer For Your Holiday Party.”

One of the seven questions to ask an entertainer was, “Do you offer a guarantee on your show?” Guess how many entertainers have a guarantee. Right, very few and twenty years ago, I was the only entertainer in my market who did so.

Prospects told me that they read my report and called other entertainers, and since I was the only one who offered a guarantee, they were hiring me. Of course, that’s not the only reason I closed the sale, but it was a contributing factor.

The point I’m making isn’t that you should guarantee your services but rather that you want your lead generation magnet to “set the buying criteria” for your prospect. Your lead magnet needs to accomplish more than that; it’s one of the crucial elements of a lead magnet that turns prospects into appointments and sets up the sale.

If you position your lead magnet as an authority piece, when you tell the prospect what the criteria they should look for when working with someone in your profession, they tend to take it as gospel because it’s likely they have no idea how to choose the right person to work with.

Naturally, you want to give them excellent information that will help them make a good decision and not just as a pure manipulation tool. But setting the buying criteria for your prospects is one of the best ways to gain a competitive advantage.

Kick butt, make mucho DEEnero!

Dave “Sneaky Devil” Dee

P.S. Next Wednesday, from 4:00 pm to 5:00 pm ET, I’m doing a live masterclass on creating the perfect lead generation magnet and how to use it to convert leads to clients. Registration opens on Monday, but if this interests you, block off the time on your calendar now.