You made a lead magnet. You put it out there. And nothing happened. Before you scrap it and start over, there is a good chance the magnet was fine and it was sitting in the wrong channel, or you never decided what "working" looks like.

Adam Roach and Jess Webber are wrapping up the solar system model with the piece that connects everything: the orbit. You already have a Sun (your gravity), a Planet (your one offer), and Moons (your lead magnets). The question this conversation answers is how people actually find the Moon in the first place. Jess calls it an orbit check. Without it, you have a pile of disconnected stuff floating in space.

Adam brings the flow. He is the first to say he needs to see how things connect, and he walks through a simple mailbox story that makes the whole model click. A postcard shows up (the channel), the coupon on it (the lead magnet) sends his son to the oil change shop (the planet), and once the oil is changed, the upsells start. Air filter, transmission fluid, tire rotation. Jess brings the strategy: every channel needs its own entry point, every magnet should lead to the same planet, and a lead magnet only solves a micro problem, which means it only earns a micro amount of trust.

What you'll learn:

• Why every channel you use needs its own Moon, and what makes a lead magnet low friction with a quick win
• How channels run from ads (lowest trust) to keynote speaking (highest trust), and why that changes how fast people convert
• Why you can have one lead magnet or twenty, as long as they all lead to the same planet
• How having more than one magnet lets you A/B test which channel connects with your solution
• How the oil change postcard maps to channel, lead magnet, planet, and upsell
• Why you need to define what "working" means before you pick a channel
• What to do when your first channel does not work (spoiler: do not just repeat it)

The big idea:

A channel is how people meet you, and a lead magnet is how they decide whether to come closer. If you expect a cold ad to convert someone tomorrow, you are going to be disappointed. If you give away a lead magnet from the stage halfway through a keynote, that is a very different level of trust. Pick the channel that fits your people, give it a Moon, define working, and run the play.

Notable quote:

"Go define working and then pick the channel. Run the play and watch your solar system work." Adam Roach

Resources mentioned:

• Lead Magnets Made Simple class with Jess Webber: jesswebber.com/leadmagnets
• The I Love Coaching solar system page (all the series episodes plus a lead magnet Jess built as a live example): ilovecoachingco.com/solarsystem
• ILC community: ilovecoachingco.com
• Instagram: @ilovecoachingco / @adamrroach / @thejesswebber
• YouTube: youtube.com/@ilovecoachingco
• See it in action: ilovecoachingco.com/solarsystem

JOIN THE COMMUNITY:

Ready to connect your offer, your lead magnet, and your channel into one clear orbit? See the full solar system series and the lead magnet Jess built as an example at ilovecoachingco.com/solarsystem, then come hang out with us at ilovecoachingco.com.

We are back. And do you have your oxygen tank on?

Do you have your spacesuit on?

Because we are gonna go back out into space.

Y'all, this is of course the I Love Coaching podcast,

but we are taking this ~ intergalactic,

Jess. Would that be the right terminology?

Yeah, that works for me. So here's the other thing.

I want to say thank you to all of our listeners.

This is actually episode 195,

and Jess, that is incredible. We're approaching two.

hundred episodes here. And ~ I tell you what,

I think we're just getting started.

Even though we're already we've left planet Earth and we're out into space.

~ we we are just getting started here.

So this is a lot of fun.

It is, it is. Well, and you know,

I I appreciate the analogies and the the visuals because I think it gives people

an insight into who we are and the way that we work with coaches in our world.

You know, we try to make things relatable and fun while also being tactical

and useful. And so, you know, that's that's just what we're here

to do every episode. And like you said,

we're we're still going strong and it's it's a blast.

So let's go to space. Ready to go to space?

Let's go. So okay. So we we've been talking about I think last episode

we talked about ~ was it the moons?

It was the moon. So we did we did three episodes prior to this one with

the space analogy of you know,

we talked about your sun and your gravitational pole and the thing that anchors

you in what your business is doing and what you how you're serving people,

but also talked about how that thing is so big it's not marketing language.

Right. And so then we talked about planets and how that's your primary offer that

you're putting out into the world and you want to get people to it,

but again.

You have to attract people to it.

They have to build trust and earn that.

And that's where the moons come in.

Then we talked about moons being lead magnets.

And that is where you attract people to your primary offer.

Everything has some sort of alignment.

But what I felt like we were missing,

Adam, was the that kind of connection piece between all of that.

So we talked about them sequentially,

but I wanted to really hone in on this idea of an orbit and things being connected.

versus our part of our analogy,

which was that asteroid field of just random crap floating out in space.

Well, and the neat part about this is we can actually explain the

I Love Coaching Collective, if you will,

right? That's which is what we have,

which can brings everything and connects everything together,

right? So, so when we were planning this out,

you use the language orbit check,

right? So I mean three, two, one checklist,

right? Now we're going into the orbit check,

right? And making sure that there is

I'll use the word continuity, right?

I'll use connection, right? It's it's making sure that it's all succinct together.

Jess and I, we, we, we've been working together for a long time.

And she knows number one, I need visuals.

And number two, I I need flow.

And so this is kind of how it has appeased me to understand the flow,

understand the the connection here of all this working.

And if you've been through our blueprint,

or if you haven't, we call this channels,

right?

Channels can also be a good way to succinctly bring things together,

Jess. So let's dive into that conversation.

Okay. Well, the the gist of this is is that every channel,

which is where you're connecting with people who aren't currently in your world,

every channel needs a moon.

And that moon is a lead magnet because you want to make it a low lift,

easy access, low friction thing with a quick win on the other side.

And the reason we do that is that because that creates trust and starts

to allow them to decide, yes, do I want to be pulled into this orbit

in this gravitational field? Do I want to enter into this solar system that we've

defined or not?

And that is way better than being like,

here's my son, you know, and it melting people's faces off.

And so channels need their own entry point.

And that's really what we wanted to spend some time talking about because

we sit we made this whole big solar system,

but it's like, how do you get people to it?

Right.

The the neat part about channels though is I think these can be ~ misunderstood.

And because there's so many channel opportunities out there.

I mean, if we if we really break it down,

we've done this before in past podcasts.

There are channels from ad, which are the lowest trust building channels,

all the way to the highest trust building channels,

which is keynote speaking. And then everything in between,

right? So you've got your newsletters,

you've got your blogs, you've got your social media content,

and that.

That covers a wide ray there of probably Facebook,

Instagram, the TikToks of the world,

the Snapchats of the world. ~ then you have your podcast,

then you have your social media lives,

too to the highest trust builder,

which which is on the stage, right?

Though it's what we've watched and experienced coaches

do is they'll identify their sun,

then they'll identify their planets.

That's great. Then they'll actually get good at their their moons.

Now this takes some time here,

you guys, with the moons. Go back and listen to that one again because.

The lead magnets that we've watched coaches build.

They're not very magnetic. All right.

And then that's something you need to understand in that one is your lead magnets,

you guys, are simple. They need to be simple.

They need to, they need to be a trust building mechanism,

mis trust building mechanism that says,

~ I just tried that orange flavored chicken.

I want to go buy a whole plate of it.

And now we're coming out here to your channels.

The channels have to be.

Or channel, I would I if I was coaching you,

I would say a singular one has to align with all of it so that

it is the right channel for you to be able to distribute the moon or moons that

you have, right? And here's what I mean by right.

In my world, right is time.

I like for things to be done fast.

But that doesn't mean when someone gets a lead magnet that they're instantly going

to convert. No. Right? Though if you are on stage,

okay, now let's talk through that channel.

If you are on stage and you have a 45-minute keynote and

you decide that you are giving them a lead magnet,

maybe you gave it two thirds of the way through or half the way through.

there might be a higher opportunity to convert those types of people into your

planet. Now, but if you're running an ad and they're going to get your moon,

your lead magnet, and you expect those people to convert tomorrow,

womp, womp, it isn't gonna happen.

So you have to understand the connection there of the orbit to working,

definition of working, definition of done,

is you gotta understand that channel,

right? You've got to understand the channel as it relates to time to convert.

Mm-hmm, for sure. Well, and you I love that you said one channel because we're

not preaching that you need to do all the channels.

However, you listed different types of channels.

Right. And so that's why I think this conversation is important because

the thing that you give away on social media or some sort of media channel

may be different than the thing that you give away on stage.

But the idea of this is all those magnets,

however many you have, whether it's one,

two, or twenty.

They lead to the same planet. They lead to the same thing and they draw somebody

in and they build trust. I also ~ value and appreciate the fact that

you said that not all magnets are good magnets,

and I think that's a huge piece here because you need to pay attention

to what is actually bringing people into your world.

And that's another reason that you can have more than one is because

you can actually A-B test them.

And figure out this channel really connected with my solution to this problem.

So I'm going to use this one more frequently to add value and keep bringing people

into my orbit. Yep. And so that's that's why I would never start

the process ~ in a quick start fashion of I'm gonna build one lead magnet,

throw it out everywhere, see what happens,

and then that didn't work. I'm gonna go find a whole new thing to do.

The the goal really here is to bring people into your orbit so that

you can nurture them, so that you can build trust with them.

Because again, the lead magnet solves a micro problem,

which is a micro addition of trust.

It's not suddenly go from, hey,

I gave you something free by email,

now spend $2,000 with you know me per month as a coach for you.

That gap is pretty large for a lot of people.

And that's why this entire solar system,

you know, orbit idea is so powerful because you do not want to be

the person that just comes and says,

Hey, I'm a business coach or I'm a life coach or something generic.

You should coach with me.

I'm gonna give a very basic example of this.

And it has nothing to do with the coaching world.

Nothing. A channel is a mailer.

A mailer that comes to your house.

Jess, when you go get your mail today,

or if your amazing husband goes and gets it for you,

I want you to look at it. How many,

or your amazing son, how many like postcard things do you get?

Right. I get every day.

Perfect. Okay. So the channel is the mailer.

The lead magnet is the postcard,

right? Mm-hmm. And I want to share with one that I received in the mail.

It was called, it wasn't quickie lube.

It was like quickie oil change.

I was like, ~ interesting. Okay.

So snail mail came. It was a postcard.

I knew Addison's truck oil needed to be changed.

But it's his responsibility. Okay.

So the lead magnet sat on the counter.

No joke. For probably two months,

right? And I'm like, buddy, did you get your oil change?

Nope. Did you get your oil change?

Nope. Did you get your oil change?

Okay. Your engine's gonna lock up if you don't get your oil change.

Pain.

if you don't go get your oil changed.

Okay, pause for a second. Channel,

snail mail, lead magnet, the the the coupon that they sent,

right? Payne, ~ don't can't have my oil.

I can't have my engine lock up.

lead magnet. I remember it had a coupon on it,

right? Use this. Great.

Goes to the store, planet, goes to the mechanic.

Right, goes to the mechanics the oil change place.

Here comes the fun part. We know that they change oil.

Son, right? We know they change oil.

Oil got changed. Addison calls me.

Hey, dad, upsell. Air filter needs to be changed.

really? Transmission oil, transmission,

whatever they call that, needs to be changed.

Yeah,

I think.

should I get my tires rotated too?

Okay. I need you guys to see this through that lens.

That's the same thing.

It's the exact same thing. We're doing it in the coaching space.

They do it in the oil change space.

It this happens all over the place,

but you've got to be able to see it and experience it and then duplicate

it specifically for your business.

Yeah. And I I love this model and this method because it removes some

of the performative pressure that I think a lot of people have

of bringing people into their world and then being ~ pricing themselves,

pricing their own value rather than their payoff,

which we've done, you know, many a podcast on.

And they don't know how to give somebody a quick win.

They're like, here's my whole ecosystem and here's my 32-point thing

or whatever it is. And it's like,

That's not what people are buying or even looking for.

They want smaller steps, faster wins,

big better results quickly versus one big result.

By looking at everything that you have and then bringing people into your world,

you create opportunities for them to have smaller wins.

So you can attract people without overwhelming people.

And I think that is the key here of that kind of trust building through channel

aspect.

Mm-hmm. Yeah. And again,

the way that my brain works is I have to see the flow,

right? I have to see this flow.

So if we again bring back the flow,

you've got your sun, you've got your planet,

you've got your moons, you've got the orbit,

you've got all of the gravitational pull.

Where do you get to go communicate this with the avatars that you're looking

to attract? And that's that's that's the last key.

That's the last part here that you get to go play.

And guess what? I'm gonna I'm gonna lay this out for all of you.

You're gonna pick a channel, it's not gonna work.

What?

You're gonna pick a channel and it's not going to work.

I don't like that, Adam.

Guess what? You can pick another channel.

Or you can figure out a different language.

Or there's many ways to skin the cat here if the channel isn't working,

but don't keep redoing the same thing over and over and over without

a definition of working. What does working mean?

That's so solid. Cause I think that's why we see people give up

and get frustrated so quickly,

is they don't define what success is for themselves in a channel space.

They only look at it in terms of like maybe planetary.

Somebody said yes to an offer space.

And based on which piece of your funnel,

your offer, your world it is, they're gonna have different definitions of success.

Yes. It's not a direct.

correlation and conversion rate.

Mm-hmm. That's very, very true.

So go define working for this and then pick the channel.

Right. Go define working and then pick the channel and then run the play.

Run the play and watch your solar system solar system work.

And it does work. It really, really does.

I think instead of saying today,

land the plane, why don't you land the rocket ship somewhere,

right? Land the rocket ship somewhere,

whether that's out in orbit, on a moon,

on a planet, don't land it on the sun because we will melt.

It well, as always, anything that we're building,

everything's over at I LoveCoaching Co.com.

I actually put all of the episodes of this podcast together in a lead magnet

~ and a landing page for people.

So if you want to see an example of what we just talked about,

go ahead and go to the specific page of I lovecoachingco.com slash solar system,

and you'll be able to see all of the episodes from this plus a lead magnet I built.

As a perfect example of everything Adam and I just shared.

So love it, Jess. Love it. All right,

buddy. There you go. Three, two,

one, blah. We'll see you next time.

See you bye.

Bye.