Answered by Jason Odell, founder of RiseForIt
A free tool isn't a Sunday side project. It's the one thing you build once that keeps bringing you leads. It can be the biggest source of leads your business ever has, working while you're on the floor with a client, working while you're asleep.
One of the biggest creators out there pulled 2,000 leads into his brand in its first 20 months. And all of it came from pairing his content with real lead magnets, the kind people actually use. And one tool, paired with one long free video course, brought in 1,000 of them.
That's a thousand out of two thousand, so half of his leads came from one tool. Most trainers treat the free download like an afterthought. I get it, it feels like extra work, and it can cost you a whole weekend. But one strong tool on one cornerstone video keeps feeding your list long after that weekend is over.
A cornerstone video is your one big video, the long one that teaches your whole fix from start to finish, and every short post you make points back to it. Picture two trainers with the same client. One texts her a new tip every morning - drink your water, get your steps, try this stretch.
The other sat her down once, wrote out the whole 12-week program, and now every text just says 'day 14, it's on the sheet.' Which client is still training in six months? The second one, because every little message points her back to the one big plan. Those morning tips are your reels. That program is your cornerstone video.
Do the math, and 2,000 leads in 20 months comes out to about 100 a month. Now, your numbers won't look exactly like that, especially at the start. That's normal. Your first month might be a handful of names, but a handful of people who asked for your plan beats a thousand who watched a montage and kept scrolling.
The point isn't the size, it's where it came from. It came from useful content, plus the tool that makes it doable for them. Compare that to a trend, which is gone by next week. The tool is still working for you next year. It's like one brutal workout versus a real program - the brutal workout leaves you sore for three days, and the program is still paying off months later.
Nobody's coming to save your business, so here's a challenge that keeps your list growing while you train. Take the fix you picked earlier, the one thing you want to be known for. Make your cornerstone video, the one long video that teaches the whole fix from start to finish. Then build the one tool that goes with it, the one thing that makes that fix doable for them.
And if you're not sure what to build - we'll help you with that. Work with me. Put the tool on that video, and then leave it there. Instead of chasing a new freebie every month, you're now building one thing that keeps working while you're on the gym floor. And the people who grab that tool? They're not just more names.
One more after that, and we're at the move I promised you, the one that turns those leads into signups.
In the 90-Day Build we make and post your content, answer your leads and close them on sales calls.
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