Understand Your Buyer > How to connect with your buyer > Lead Magnet
What is it?
A lead magnet is something of value- usually a free pdf or ebook – that is offered to entice someone to sign up to your email list.
Why does it work?
Using the principles of information gaps as well as the Freemium model, lead magnets allow you to engage with new potential clients by giving them something of value, demonstrating your offering and beginning a relationship with them.
How can you use it?
“How to” guides, ebooks, numbered lists, free sheets and more can be used as lead magnets. As long as what is offered would be of genuine value to the recipient then it’s a viable magnet to use.
Types of lead magnet to consider:
- Report
- Tutorial
- Mini Course
- Access to a community
- Quiz / assessment / scorecard
- Worksheet / workbook
- Webinar
- eBook or guide
- A useful tool / calculator / app
- Checklist
- Cheatsheet or one-pager
- A 7/14/21 day challenge
- A free trial
- A free sample
- An in person talk/presentation
- A free strategy call
- Calendar of useful dates / reminders
Hypothetical Example:
A marketing consultant wants to attract small business owners who need help with social media. To build her email list, she creates a free PDF guide called “10 Social Media Posts That Always Get Engagement.”
Business owners download the guide because it promises quick, actionable tips they can use immediately. In exchange, they provide their email address. The consultant now has permission to follow up with helpful content and future offers.
Similarly, a fitness coach could create a 7-Day Home Workout Challenge delivered via email. It’s free, valuable, and demonstrates the coach’s expertise, while building trust and positioning them for paid programs or 1:1 coaching upsells.
See also
- The Quick Win Effect
- Useful Tool Effect
- 150+ ways to connect with your buyer
- 140+ ways to be easier to buy from
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