From Lead Magnet to Appointment

Recently, I made a small change in my marketing that has made a notable impact. After advisors fill out the form to request a free copy of my lead magnet (my book, “Uncomparable: The Financial Advisor’s Guide to Standing Out Through Niche Marketing”), they see an appointment-scheduling tool that I embedded on the “Thank You” page. The result? A noticeable uptick in appointments scheduled immediately following book requests.

The lesson is clear: Streamline the next steps you want a prospect to take. It’s not about flashy tools, but about reducing friction. When potential clients show interest, such as by requesting your lead magnet, provide them with a straightforward way to proceed. By embedding a calendar or a similar tool, you’re simply facilitating their journey.