Our Proven Approach
The CTA Framework: Create, Test, Amplify
This is the simple 3-step system we use to help the organizations we partner with grow their audiences and get more leads. It is also part of our mission: everything we learn here becomes free content that helps churches everywhere.
Email lists don't grow at a steady, predictable pace
They grow in spurts. And those spurts usually happen because of what we call a 10 out of 10 lead magnet.
We've helped organizations grow their email lists from 70K to 220K+ subscribers and from 100K to 700K subscribers, and we've figured out exactly what works. The secret is the CTA Framework.
Create
Create a 10 out of 10 lead magnet
To get something from someone (their contact information), you have to give them something valuable first. But not just any lead magnet will do. There's a massive difference between an 8/10, a 9/10, and a 10/10 quality lead magnet. If you don't find a 10/10 lead magnet, it's not going to be profitable.
Key Insight: We launched four lead magnets in a year. Three got 600-1,500 downloads in the first month. But one 10/10 lead magnet got 4,500 downloads in the first month and has since been downloaded over 200,000 times.
How to Find Your 10/10:
- Look at your past viral content, like blog posts that got tons of shares or videos that performed well
- Take those proven viral ideas and repackage them as a downloadable resource
- Make it simple: the best lead magnets are one-page documents people can print and keep on their desk
- Deliver value in the first 30 seconds
What is your 10/10? What viral idea can you turn into a free resource today?
Test
Test it with a simple landing page
How do you know if you have a 10/10 lead magnet? You test it. Create a landing page with just a headline, copy on the left, and a form on the right. Nothing else. Every extra element lowers your conversion rate.
Key Insight: When somebody clicks your link, they've already decided to get the free thing. The landing page's job is just to make it quick and easy. We found that the more elements we added, the lower our conversion rate went.
How to Test It:
- Create a clean landing page: headline + copy + form. That's it.
- Drive at least 100 page views of test traffic from your warm audience
- Look for a 40%+ conversion rate (industry standard is 20%)
- If below 40%, tweak the headline, creative, or offer and test again
If your lead magnet converts at 20% or below, you probably don't have the right offer. Between 20-40%, you can optimize. Above 40%, you've got a winner.
Amplify
Amplify it to the world
Once your lead magnet converts at 40%+, it's time to amplify. Send it everywhere, including your YouTube channel, social media, and email list, then run ads to scale it further. The key is to be relentless and consistent.
Key Insight: If you have more time than money, do outreach. If you have more money than time, run paid ads. Either way, commit to relentless, continuous, high-octane effort into your chosen marketing channel.
How to Amplify:
- Send to all your channels: YouTube, social media, email list
- Run ads (lead forms work especially well for church-market leads)
- If you have more time than money, do warm/cold outreach
- Double down on what works and keep scaling
Which marketing channel will you commit to for amplifying your 10/10 lead magnet?
Real Results from the CTA Framework
Two Paths Forward
You can try to apply this framework on your own, or you can join a community of people doing the same thing and get coaching from someone who's done it.
DIY Path
Watch our YouTube videos, take what you learned here, and try to implement it yourself. Some people find success this way.
Watch Free ContentAccelerator Path
Join the free CMO.Church Growth Accelerator on Skool. Get content on the CTA Framework plus regular group coaching calls.
Join the AcceleratorEvery turn of the CTA Framework journey has decisions. We've launched dozens of lead magnets and figured out exactly what works in the church market.