What’s a Lead Magnet?

If you don’t have a lead magnet on your website, you’re missing out on one of the best ways to fill your email list with quality prospects.

A lead magnet (also called a freebie) is a free offer that lives on your website. People visiting your site “opt” into it by giving you their email address. In exchange, you send them something of great value that they can use..

Let’s face it. No one wants to sign up for your newsletter.

Most people don’t want to give up their email address because they already receive so much email every day.

So what you’re doing with a lead magnet is giving your prospect something of value in exchange for their very valuable email address.

Check out the video below for a more in-depth conversation about this topic!

What exactly makes for a good lead magnet?

The best lead magnets address a problem that your ideal customers experience, giving them part or all of the solution to help them move forward.

While you’re giving it away for free you shouldn’t skimp out on the value. This is your opportunity to shine! You are sending your lead magnet to someone who is probably just learning who you are and has a problem that you can help them with. When you help them with a problem, you begin to build a trusting relationship. They start to see you as a resource, and they begin to wonder what else you can help them with.

Your lead magnet needs to work quickly. It should offer either a quick fix or bring them quick gratification. In other words, don’t give them a 50 page e-book to download and work through because that’s going to take too much time. You make the biggest impact when you give them something that they can get through in a very short period of time.

Your lead magnet is going to transition someone who is just learning about you into a potential client who knows a lot about you, is convinced that you’re the person that can help them, and wants to buy from you instead of your competitors.

What’s the best type of lead magnet?

That depends! One of the very first steps in your marketing funnel is to hone in on who your ideal customer is. And then you want to create a lead magnet that speaks directly to him or her. So what will work as a lead magnet for your business will depend on who your particular audience is and what they want and need.

Creating a unique lead magnet that helps your ideal customer is very powerful because when they download it, they are qualifying themselves as someone that needs and wants what you offer.

The good news is that coming up with an idea for a lead magnet and then creating it doesn’t need to be complicated.

Below are 10 different examples of lead magnets that you can create and use for your to start generating some quality email leads quickly.

PDF guide or ebook – This is a written document that walks the reader through an idea. It’s especially useful if you want to describe the steps of how to do something or to present a new idea that will create transformation in your reader.

Checklist – If you are in the business of helping your customers do something that is complex, a checklist can help them make sure they’ve done all the things. The lead magnet shows them the high-level things that need to be done, and then have a more detailed version that you share with them when they sign up!

Cheat sheet – Similar to a checklist, a cheat sheet is a brief reminder of the information that your customer needs. It might be a to-do list of something complex that they need to get done, or it could be a glossary of words that they need to be learning. It serves as a quick reference guide to help them remember.

Webinar or workshop – An event like a webinar or workshop is a fantastic way to help your prospects get to know you, your style, and what it would be like to work with you. If you really want to step this up, do the event live!

Audio download – Listening to podcasts and audiobooks while we workout, clean, or wander around the house aimlessly is very in these days. Take advantage by offering an audio download as your freebie. This is a great way to help them become familiar with your voice, which they’ll be hearing a lot more of when they sign on.

Video download – If you need to show your audience what you’re talking about, a video download is a great option! You can speak directly to the camera, which helps them get to know you a bit, but that’s not necessarily required. If you are showing them something on the computer, you could do it as a screen capture and just do a voice-over.

Quiz – Buzzfeed has taken the Cosmo quiz into the 21st century and proven that everyone loves quizzes! These can be a little more complex to set up, but they usually generate a great response.

Free template or “swipe file” – Do you have a document that you use to keep yourself and your clients organized? That’s a great example of a template that you could share with your audience. It’s just a small piece of the larger picture of working with you, so it gives them a small insight while leaving them wanting more.

“How to” tutorial – If there are some things that your customers need to learn how to do early on in their engagement with you, give them a quick leap forward with an easy “how to” tutorial so that when they sign on, they hit the ground running!

Toolkit – Offering a collection of some of the above tools in one lead magnet is a great way to give a lot of value. It doesn’t need to be a big collection, though. Put just three items in there – let’s say a checklist, an audio download, and a cheat sheet – and you’ve got yourself a toolkit!

Keep in mind that whichever type of lead magnet you choose to go with, it needs to be short and sweet. If the person who downloads it can go through it in no more than 15 minutes, you’ve got it right. If they have to dedicate 30 minutes or more to it, consider either shortening it or breaking part of it out into a second lead magnet.

Whew! There’s a lot here… so let me leave you with this:

The biggest benefit of using a lead magnet in your marketing is that, unlike most other marketing (like social media and email), you only have to create it once.

You create it, you set it up on your website, and then you direct people to it. You can always update it or change it this way or that… but ultimately it’s a wonderful, direct way to build your audience by offering them something they actually need.

Want to see an example of a lead magnet that MavroCreative uses? Just look at the very top of this blog post page! And if you’re using a lead magnet in your business, I’d love to know! Share in the comments below!


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