A Creative Offline Lead Magnet From Russell Brunson

So I just received my copy of Russel Brunson’s new book, “Expert Secrets: The Underground Playbook for Creating A Mass Movement of People Who Will Pay For Your Advice…” and I have to tell you – there’s simply a brilliant strategy offline lead magnet strategy that Russell is employing here. I’ve never seen it before, and I just think it’s a great example of thinking outside the box and using every opportunity at your disposal to create an opportunity for yourself.

Take a look at the packaging:

As you can see, Russell uses the giant red stop sign to get your attention, inviting you to text the word “expert” to the number below.

This serves to do a number of things –

  1. First, it’s an off-line lead magnet, creating an opportunity for prospects to get into Russell’s customer relationship management system if they haven’t yet been there before.
  2. Next, it serves as a way to provide an additional point of contact and up the lead scoring rating for the book recipient in Russell’s CRM. After all, the person receiving the book has already purchased it, so if they take this next action this let’s Russell know they are even more interested in his services.
  3. Third, upon texting in the word ‘expert’, Russell immediately sends the person a video right to their phone. Brilliantly, the video doesn’t even sell anything, but rather re-creates the excitement that you felt when you bought the book in the first place. It also serves as a GREAT indoctrination piece.

If you happen to be doing a free-plus-shipping book offer, or are looking for additional creative ways to utilize offline lead magnets, this is worth your time to check out!