If you're a coach or consultant who's built a solid audience but still struggles to generate leads and revenue, then this newsletter is for you. Every week, I share the systems, strategies, and tactics that bridge the gap between attention and revenue.
Building successful lead magnets
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I just wrapped up a 12-month review with a client. Their revenue from digital courses went from $3,750/month to $18,750/month. Plus, they did it with zero sales calls. That’s 15 monthly sales at $1,250 each. The engine behind all of it? A lead magnet that provided value and automated follow-up. If you're a coach or consultant who wants to build one but doesn't know where to start, then this newsletter is for you. Step 1: Pick the topic before you think about designThis is where people get it wrong. They spend hours on Canva perfecting a PDF nobody downloads. The topic is so important because it defines the type of lead magnet you will create. We tested PDFs, checklists, and video series with this client. The winner was a 4-day email course teaching their signature framework. It worked because it gave subscribers something useful, while showing exactly how the coach thinks and works. Note: Get uber-specific with the topic and subject. Avoid the mistake of trying to appeal to everyone. The topic we settled on is so niche that it pre-qualifies serious leads before a single sales conversation. It’s not the kind of subject that random people would subscribe to. Step 2: Build a simple system around itA lead magnet sitting alone on a landing page won't do much. You need a system to drive opt-ins. This is the structure we use:
Step 3: Time your pitchOnce someone opts in, they need a little time to get value before you make an ask. We tested pitching on day 1, day 3, and day 5 post-completion. Day 1 was too pushy. Day 5 was too late. Day 3 hit the sweet spot for conversions. Step 4: Test your subject lines obsessivelyThat 45% open rate didn't happen by accident. We tested 20 different subject lines and preview text combinations before finding the top 3 that consistently got opens. It takes time, but it's worth it. These steps sound simple, and they are. But that's the point. Applied consistently over 12 months, they 5x'd revenue. My team and I are currently building 2 to 3 lead magnets every week for our own business and for clients. If you want help figuring out the right topic, structure, or sequence for yours, just reply to this email, and I'll take a look at where you're at and share some thoughts. Talk soon, Mo
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You Built the Audience. Now Build the System.
If you're a coach or consultant who's built a solid audience but still struggles to generate leads and revenue, then this newsletter is for you. Every week, I share the systems, strategies, and tactics that bridge the gap between attention and revenue.
Is LinkedIn dead? I'm hearing this a lot right now. My honest answer is yes and no, and I think the nuance here is important. Impressions are down, no question. LinkedIn has shifted away from pushing content out broadly and more towards putting it in front of people who the algorithm beleives is interested in your content. So if you're watching your numbers drop, that's probably why. It can feel like the platform has stopped working for you. But that doesn’t mean you can’t generate leads or...
Lead magnets are the bridge between your LinkedIn content and your newsletter. Making one is easy. Making a good lead magnet requires a lot more skill. And making a good lead magnet that converts subscribers into leads is a whole process in itself. The good news is, I’m sharing the conversion framework that has helped our clients generate well over $100,000 in course sales in 2025. Part 1: The educational sequence (Days 1-4) Someone just downloaded your resource. Forget any kind of pitching...
500 visitors. Zero conversions. Stats like these are more common than you think. Imagine spending hours creating a landing page, messing around with colours and alignment, only to see no one sign up. I've audited hundreds of landing pages for coaches, and the same five mistakes show up every time. They're simple to fix, but they kill conversions when left unaddressed. Which is why I want to walk you through each one and show you exactly how to fix them. Mistake 1: Too many options One page....