A well-crafted lead magnet should do more than just grow your email list, it should bring in the right people who actually need your services and are ready to invest. Lead magnets are quickly becoming a standard marketing strategy in the online space (and there’s a good reason for that!)

This article will walk you through what a lead magnet is, why you need one, and how to create one.

PS. Want to skip ahead and grab our free Lead Magnet Workbook?

What is a Lead Magnet (and Why It Matters)?

A lead magnet is a free resource that provides value to your audience in exchange for their email address.

It’s a way to build trust, position yourself as an expert, and attract leads who are already interested in what you offer.

But here’s the thing: Not all lead magnets are created equal. A generic freebie might get you sign-ups, but if it doesn’t attract the right people, it won’t lead to conversions. The key is to create something that speaks directly to your dream clients.

Step 1: Define Your Ideal Client

Before you create your lead magnet, you need to get crystal clear on who you’re trying to attract. If you try to appeal to everyone, you’ll end up attracting no one.

Ask yourself:

• Who is my dream client?
• What are their biggest struggles?
• What do they need help with right now?

Our Lead Magnet Workbook includes exercises to help you define your ideal client so you can create a resource that speaks directly to them.

Step 2: Pick the Right Lead Magnet Topic

Once you know who you’re targeting, it’s time to choose a topic that solves a specific problem for them. Your lead magnet should offer a quick win that makes their life easier.

Common mistakes to avoid:

❌ Making it too broad (it should solve one clear problem)

❌ Choosing something that you think is interesting but isn’t relevant to your audience

❌ Creating something too complex (keep it simple and actionable)

A few strong lead magnet ideas:

• A checklist for [industry-specific pain point]
• A short training video on [a problem they need solved]
• A plug-and-play template for [a process they struggle with]

The goal is to make your audience think: Wow, if their free content is this valuable, imagine what their paid services are like!

Step 3: Choose the Best Lead Magnet Format

Now that you have your topic, it’s time to pick the best way to deliver it. Some popular formats include:

• PDF Guides & Workbooks (like our Lead Magnet Workbook!)
• Quizzes (great for engagement and personalized results)
• Templates & Swipe Files (easy for your audience to implement)
• Mini Video Trainings (ideal if you want to showcase your expertise)

The best format depends on your audience’s preferences. If they’re busy professionals, a short checklist might be better than a 20-page ebook. If they have a shorter attention span or need something more interactive, a quiz could be a great choice.

Step 4: Deliver Your Lead Magnet Like a Pro

A great lead magnet won’t do much good if no one actually gets it. Here’s how to deliver it seamlessly:

✅ Create a Landing Page – A simple page where people can enter their email to access the lead magnet

✅ Set Up Email Automation – So the lead magnet is sent immediately after someone signs up

✅ Follow Up with Nurture Emails – Keep your audience engaged with valuable content (and eventually introduce your services!)

Our Lead Magnet Workbook includes resources to help you with this step, so you can set everything up with ease.

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Resources We Recommend:

WEBSITES:

• Showit – Get one month of Showit for free
• Squarespace

EMAIL MARKETING:

• Flodesk – Get you 50% off your first year
• Klaviyo
• Kit
• Mailchimp

WEBINAR HOSTING:

• Zoom
• Facebook Live (in your own group!)
• Webinar Jam

Common Questions About Lead Magnets

How long should my lead magnet be?
Short and actionable is best! Focus on delivering value quickly rather than overwhelming your audience with too much information.

Does a lead magnet need to be free?
Most are, but some businesses use low-cost lead magnets (also called tripwires) to qualify leads further.

How do I know if my lead magnet is working?
Track conversion rates, engagement, and email sign-ups. If people aren’t opting in, it might be time to tweak the offer or messaging.

What if my lead magnet isn’t converting?
Try adjusting the topic, simplifying the format, or reworking your landing page to make the offer more compelling.

Do I need more than one lead magnet?
It depends! Some businesses do well with one strong lead magnet, while others create multiple for different segments of their audience.

How often should I update my lead magnet?
If it’s evergreen, review it every 6–12 months. If it’s tied to trends, update it as needed.

Where should I promote my lead magnet?
Your website, social media, Pinterest, collaborations, and ads are all great places to drive traffic to your lead magnet.

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Final Thoughts (and Your Free Download!)

A great lead magnet can be the difference between an email list full of random names and a list full of dream clients who are excited to work with you. By defining your ideal client, picking the right topic, choosing an effective format, and delivering it properly, you can attract leads who actually want what you offer.

GET THE LEAD MAGNET WORKBOOK

If you’re ready to create a lead magnet that converts, grab our free Lead Magnet Workbook! It walks you through each step, with brainstorming exercises, format ideas, and delivery resources to make the process effortless.