How I Booked 34 Meetings in 51 Days

Booking meetings via outreach is harder than it’s ever been. Inboxes are choked. Delivery is compromised. LinkedIn is… well, LinkedIn.

It’s gotten so challenging that some people are even offering money to prospects for a meeting with them (crazy!).

But the good news is, it doesn’t need to be so tough. I booked 34 meetings in 51 days, and I didn’t pay anyone a cent.

And you can do the same – get meetings every day without too much difficulty, just by sharpening your offer.

When prospects see your outreach they run it through a simple filter. What’s in it for me?

If your offer is irresistible you’ll get enthusiastic replies.

We just need to make sure your offer also drives your business goals.

And there’s an offer-type that meets both those criteria – it’s called an ‘In-Person Lead Magnet.’

You create a real, free deliverable, and the meeting is where they collect it.

It’s a win-win. They get a valuable deliverable, and you get an in-depth conversation. They’re learning as much about your expertise as you are about how their business works.

This guide will walk you through the 4 steps you need to take to design and launch a perfect In-Person Lead Magnet that books meetings with scary consistency. With examples of what to do and what to avoid.

Step 1: Pull It From Your Onboarding

Quick, how does your client onboarding work? What are the first few things you do with new clients?

Asking because you probably deliver value right away. And the chances are, you’ll find your lead magnet hiding in your client onboarding process.

Remember, the point of an In-Person Lead Magnet is to:

The onboarding process is where all this begins. You’ve already got a deliverable, and a process for creating it.

And you KNOW it’s valuable because your clients have literally paid for it in the past.

Let’s look at some examples.

It sounds like a LOT, and it is. It’s a big undertaking; but I’m happy to do it for prospective clients who are a great fit for our agency.

You might be wondering, well if you give away the prospect list why would they bother working with you. The prospect list is a core component of any outreach. But it’s useless without effective copy, outreach infrastructure, regular testing, lead management, and so on. Without implementation the list has limited value.

You get the idea.

Look at your core deliverables. What could you give away completely free, with no obligation. That your ideal prospect would find valuable, but still need to work with you to get full value out of?

Step 2: Make It Something They’d Pay For

Here’s where most In-Person Lead Magnets fall apart.

You make a valuable offer to your prospect and they evaluate it based on your description. But how do they put a price on something they’ve never seen?

They’re wondering whether 45 minutes of their time is even worth it.

In the 5 seconds it takes to review your offer they’re evaluating it based on other ways they could get the same thing, without ever needing to meet. Could AI do it? Do I already know this?

If they think they’d have to pay a lot to get something similar they’ll jump at the chance to work with you.

But if they think your offer doesn’t have a lot of perceived value then they’ll just ignore you.

I know this seems obvious. But working with consultancies I’ve seen many, many cases where the consultancy thought they were offering something of deep value. Their prospects disagreed – with a loud, obnoxious silence.

Let’s look at some offers and why they might fail.

Did you notice the pattern?

Evaluations about THEIR business have low perceived value. These types of assets are viewed as a giant qualifying call + sales pitch. Which is effectively what they are. The perceived cost is high, and the tangible value proposition is difficult to define.

Tangible assets they can use in a transformative way have a high perceived value.

Put another way, your output for the In-Person Lead Magnet needs to be a THING, not an OPINION.

There’s a second pattern hiding in there, too. The low value offers needed internal data before the work could start. If your deliverable needs their revenue, their costs, or their internal data before you can start, it isn’t an In-Person Lead Magnet. It’s invasive, and you’ll need a very high level of trust before anyone will accepting your offer.

Not long ago a signed client insisted on pushing a sales audit, and I walked away from the contract instead. Not because audits are worthless. But because nobody sits through an hour-long interview about their revenue and processes to receive a report from a stranger.

So take another look at what you picked in Step 1. If a prospect read it in a cold email, what’s the alternative running through their head? And is it a thing they can use, or an opinion about their business? And could you start it tomorrow without asking them a single private question? If it’s an opinion, or it needs their internal data, head back to your onboarding and grab something else.

Step 3: Build It with Them

When I first started doing In-Person Lead Magnets it was a disaster. I didn’t apply the most important part of the process – it’s an “IN PERSON” offer.

I told prospects I’d build their ICP data lists; and naturally lots of people said yes. But I interviewed them by email.

So there was ZERO commitment on their part. They got a valuable list to grow their business. And I got a vague hope they’d want to work with me to get more value out of the list.

It doesn’t work like that.

The offer needs to be valuable for them. But for you, too.

It’s a working session where the prospect watches you do the actual job. And watching an expert work is the most convincing sales pitch there is. Seeing the work happen beats hearing about it, every time.

In a typical discovery call, questions come across as ‘self serving’ and your prospect may be a bit guarded.

In a working session, the same questions have an obvious intent because it shapes the thing being built for them.

So they open up.

You ask as you go, and they watch the asset improve with every answer.

You learn about their business in depth and they learn how you work. You create and learn in tandem, which is the point of the exercise.

Step 4: Example Offers

Here are some examples. Every one is a THING, built from public information, and finished together.

Notice what’s not on the list. No audits, no assessments, no strategic reviews. Your version comes from your own onboarding, which is what makes it deliverable at real quality.

Wrapping Up

That’s the whole model: