The Ultimate Guide To Delivering Lead Magnets That Attract The Right Leads

grow-email-list-feature-concept1Before you can nurture, engage and convert new subscribers you need to get them on your list. Duh!

We can have the fanciest, most ninja funnels and automation setup for conversion but, if we’re trying to talk to the wrong prospects, we’re wasting time and most likely money. No Bueno!

In this post, we’re going to cover:

  1. 10 Types Of Lead Magnets You Could Be Using
  2. Ingredients Of A Successful Lead Magnet
  3. Lead Magnet Considerations When Offering A High Ticket Product
  4. 9 Entrepreneurs, You Should Model When Delivering Your Next Lead Magnet

Quick Note: Use what you learn as a guide because the right prospect for someone else’s business doesn’t mean that’s the right prospect for YOUR business.

Free Resource To Use With This Post

We’ve also put together a checklist for you to use when creating your next lead magnet. Click below and we’ll send it to you.

When planning out your lead magnet you want to make sure you’re generating prospects not just a list of non-buyers.

That’s why you want to start with your offer in mind and  reverse engineering from there to determine the right lead magnet.

By doing so, you’ll identify something you can have prospects opt-in to that aligns leads into your offer in a seamless way.

So, how do we do that?

Before you can start selling to your audience, you need to know WHO your ideal customer is, WHERE they are and WHAT they will buy.

You need to be clear on who you’re selling to. 

With that in mind, let’s cover the number one ingredient for your lead magnet:

Specificity – It doesn’t have to be lengthy, complex or time-intensive. You need to solve a specific problem with a specific solution for a specific segment of your market. And in many cases, the faster you can deliver that, the better, meaning long, complex lead magnets aren’t necessarily going to work for you.

Let’s look at this example from Digital Marketer.

According to this post by Digital Marketer, their lead magnet below generated 35,859 leads in 60 days.

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Think about how quick they could have put this together…

Heck, as I think about it, I have a whole dropbox full of screenshots I’ve taken of Facebook ads that I’ve liked.

Organizing that and putting that into a nice looking document could be a lead magnet. (You beat me to it, Digital Marker! #JK)

Don’t make it complicated.

And when you go through this experience, they pitch you on an offer related to paid traffic via Facebook.

It’s not a disconnect.

In fact, the lead magnet was extracted from the offer making it very complimentary.

Let’s look at another example…for all you survival enthusiasts out there…

This lead magnet is super specific. I’d guess they even have feedback via surveys from customers that actually asked for this and or said something similar to this almost to the word.

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Knowing your customer and what they’re looking for really enables you to hit a nerve with them by using their exact language.

On the other hand, being nonspecific and time consuming can detract prospects.

With this example below, I sit there and think… “20 weeks? Damn that’s long!”. On top of that, it doesn’t tell me what I’ll get because of this course.

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So let’s make sure when you’re creating your next lead magnet you really dial in who you’re talking to and be specific…not only with WHO you’re talking to but the result they’ll get from giving you their information.

The more your lead magnet can align with your product or service, the more likely you are to convert them after they opt-in to your lead magnet.

Ok, now that we know your lead magnet has to be specific and complimentary to the offer, let’s move on.

Let’s chat about the various types of lead magnets you can consider.

9 Types of Lead Magnets You Can Leverage

1. Free Guide/Report

One of the most common types of lead magnets out there. When using free guides or reports, be careful because you could lose specificity with this one.

Here’s Hubspot using the Free Guide to capture email addresses.

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2. Cheat Sheet/Handout

These work well. They have a different kind of feel to them than reports or guides. They are generally short and cut straight to the point.

These work well because the “checklist” or “cheat sheet” is believed to be a shortcut to success which, is desirable.

Whether it’s a checklist, mind map or “blueprint”, these variations all play well with the “quick win” mentality.

Below, this cheat sheet builds curiosity by blurring out the graphic giving me a reason to opt-in.

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In this example, they’ve used a napkin (the image of it) as a lead magnet.

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If there is one thing to take away from this lead magnet, it’s that while simplicity works, the if you can get your prospects to believe the result is possible you’re 80% of the way there.

The image of the napkin is powerful here.

As a viewer, I can almost picture this moment, where the idea happened and all I had was a napkin…

The napkin being so small makes me feel like “it doesn’t need to be complicated”.

Again, building my belief that it can be possible for me in my situation.

[Tweet “A lead magnet that makes prospects believe, converts prospects to buyers.”]

3. Toolkit/Resource List

This can be a great lead magnet for the right market and business AND it’s fairly quick to put together.  

For a long time, LeadPages would use a “toolkit” to get people to opt-in.

There is something about knowing what tools people use that is very intriguing to us entrepreneurs.

It probably has a lot to do with the fact that we think tools can get us the results faster in some cases…

It creates another “oh this is a shortcut” moment in my mind.

And remember, the delivery of your lead magnet doesn’t always need to a complex deliverable….

Look below at the Time Management Toolkit that you get when opting-in.

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After you give your email address you get a simple worksheet to complete.

You might even have a worksheet that you give customers now in your business. As consultants, we definitely have many of these in our business.

If you’re a service provider, you’re probably in the same boat, so this could be a lead magnet to experiment with.

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4. Video Training

If this makes sense for your business and you have the right skillset, then this can be very enticing for who you’re trying to attract.

Below, Marketo is using a video demo to try to convince people to try out their tool.  If you’re a SaaS company this could be a great lead magnet to start with. You probably already have a demo ready. What are you waiting for?

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5. Software Download/Free Trial

You could offer a free download or trials of your software as a lead magnet.

It allows people to experience your product in exchange for their information.

Warning: I’m no SaaS expert but some of my SaaS founder friends don’t believe freemium is the way to go.

Here are 7 great examples of Freemium models to model and research before going this route.

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6. Discount/Free Shipping

For those of you selling physical products on or off-line, discounts/free shipping offers can be an attractive lead magnet type.

For example, NewEgg generates leads by offering a promo code that is sent via email.

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The discount or coupon works in certain areas but I’m not a fan of it when selling digital training or courses like many of our clients.

I’d much rather see you add a bonus and remove that to create urgency vs discounting your product or services.

[Tweet “Instead of discounting, try leveraging added bonuses that expire to create urgency. Don’t give $ off for no reason…”]

7. Quizzes and Surveys

People like to be entertained.

Sometimes leveraging an entertaining lead magnet is what it will take to get prospects to engage.

Quizzes and surveys are great ways to get new leads while capturing important information at the same time. #doublewin

You can use a tool like Dilogr to create quizzes like this.

For example, This is what quiz lead magnet could look like on your homepage.

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Your prospects will answer a series of questions and you can capture additional information so you’re more educated on marketing and sell to them later on.

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And this is what the lead magnet looks like at the end, giving the individual an option to see their results, in exchange for their email address

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8. Assessment or Test

Like a quiz or survey on steroids.

Hubspot has been generating leads with their “Marketing Grader” for years.

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Remember, the more you know about your prospects situation, the easier it will be to identify if they are the right fit for your offer.

With an assessment, you can filter out the bad leads for the ones you want to talk to within minutes.

9. Sales Material and Service Menus

In some cases, what people are really looking for is pricing and descriptions of products or services.

My good friend Amber owns an agency where you can download her service menu right from her web page.

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10. Webinars

Probably our favorite lead magnet available to you but will also take most of your time. But, it’s well worth it.

A great example of a business building their list and generating customers solely by webinars is LeadPages.

Later on in this post, we’ll talk about how Amy Porterfield specifically uses webinars as a lead magnet and what we love about that but webinars really give you a chance to create a relationship with your audience.

[Tweet “Webinars allow you to accelerate the “know, like and trust” element with your audience.”]

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The thing I like personally about webinars is that someone that invests an hour of their time with you, is often someone more ready to buy.

Now that you’ve seen some examples of lead magnets, let’s go deeper on what makes a lead magnet successful.

What makes a lead magnet successful?

We’ve found in working with our clients that it really comes to six ingredients.

  1. It’s Ultra-specific – Lead magnets should never be vague. They should target a specific market with a specific problem.
  2. The results are believable – If your prospect doesn’t believe it’s possible based on their situation, they are less likely to take action. Instilling belief that results are possible takes your lead magnet to a whole new level.
  3. The intent aligns with your offer – When the intent required to download your lead magnet is similar to the intent required to invest in your product or service, your lead magnet has done its job.
  4. Speaks to a known desired end result – You need to know what your market REALLY wants. If you can figure that out and offer a lead magnet that promises that, your market will gladly exchange their information
  5. Shifts the relationship – The best lead magnets do more than inform. They change the mindset by creating a pre-frame that opens the door for your prospect to engage in future business with you. That’s the goal, isn’t it?!
  6. High perceived value & actual value – Just because what you’re offering is free, doesn’t mean that it should look free. Make sure you’re using professional graphics to establish the value to your customers.  Additionally, If your lead magnet doesn’t deliver its promise, you’re going to get contact information, but then you’ll lose that prospect’s attention. You must promise and make sure you deliver.

For example, Neil Patel is hitting on each of the ingredients with his “Double Your Traffic in 30 Days Free Course” lead magnet.

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Are you offering a high ticket product or service?

Depending on what you’re selling, if’ it’s $3000+, lead magnets that require longer time commitment are a way of filtering out the right leads.

So if someone spends 30 days in this course and gets results they are likely more qualified for the next offer Neil has for them at the end.

This stands true with webinars…

If someone invests an hour of their time with you and then say, fills out an application, the odds of them being more likely to buy start to increase.

So. while “immediate gratification” works in some markets if you’re selling high ticket items, the checklists and free guides may not be enough of a filter to determine if the prospect is right for you.

At Digital Marketer, the lead magnet thank you page is where they make their next offer.

If your lead magnet is too difficult to consume, your conversion rate on the offer can suffer.

Model How These 9 Entrepreneurs Deliver Their Lead Magnet

Obviously, your lead magnet is meant to get someone on your list but, your follow-up is what will get them to convert.

So let’s look at the initial customer experience when engaging with some lead magnets.

Amy Porterfield’s Free Webinar

When it comes to webinars, Amy Porterfield is one of the best in my opinion. She knows her audience so well, and she’s grown a successful business using webinars So, of course when you visit her website, right away this webinar lead magnet attracted me because of it’s bright, clean graphics and how specific it is.

It also hits on the ingredient of belief and realistic when she says “Even if you don’t have a list”.

One thing that you can’t leave out is that you need to be specific with your call-to-action.

Amy tells us exactly what to do with her big bold button, of “sign up now”.

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After clicking on the “sign up now” button, it took me to another attractive page and was once again specific. She’s giving you an opportunity to take advantage of an interest you’ve already committed to.

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After reserving my seat, this pop up comes up asking you for your information and gives you a couple of options for the desired time.

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After registering for her webinar, I was brought to this beautiful page and it reminded me to confirm my email address.  This is something that we’re used to doing, but more likely to complete after seeing these clear instructions. 

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After confirming my email, I see that she’s offered a free workbook to use before and during the webinar.

This is pre-framing a sale and I’m more likely to go since she’s engaging me with her content already.

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Ramit Sethi’s “This Is A Test”

What I like about Ramit, is that right away when you come to his website, he has this attractive offer.

Who doesn’t want to read the best of a New York Times bestseller for free?

The branding is well done, the message is clear and, I like that he admits that this is a test. I quickly get the feeling that this won’t be available forever so I must act now.

He’s creating the “fear of missing out’ making me more likely to want to opt-in.

Now, I’m on Ramit’s list and he tests stuff all the time so it would be no surprise if at some point this offer isn’t there, but he’s also super savvy.

Is this “really” a test or just smooth marketing tactic? See, he’s already got me right he wants. #ninja

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I obviously want to get the best of his book for free, so when I click that button, another branded message pops up and asks me again.

It is nice being asked again if I want this offer. I also like that he told me it’s only going to take 10 seconds. Instant gratification: what many want.

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After putting in my information it took me to this page.

I like that the steps are laid out. It gives me reassurance that this is actually instant gratification and that he wasn’t lying.

I also like that when you click the confirm my email button, it actually takes you to your email. Usually, I go, myself to my email, but something about him taking me appreciates it. He’s already “guiding” me.

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After I confirmed my email, it took me to a thank you page and reassured me that it would only take 10 seconds.

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It redirected me to this page within seconds and bam, there is the information I was looking for. This process was simple and barely took any time.

I also love that he laid out all the information separately and explained what each link/download is.

Very organized. If he’s this organized here, I can’t imagine his house. #winning

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Derek Halpern’s 5000 Subscribers For Free

After going to the Social Triggers website, I was wowed by the branding and how clean the overall site was.

I got this lead magnet pop up and it definitely caught my attention. I love how he’s used a bright color to lead me on his desired path.  

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After following through with this process, this little screen popped up and once again.

I appreciated the graphics and branding. I like that he used his ebook on an Ipad, once again showing that you can learn his information from anywhere.

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After following the prompts, I came to this page, which obviously caught my attention because there is a timer on it.

Now, a lot of the time, I tend to leave confirming my information, unless it is something I really want to know right away.

But, here, Derek is telling me that I need to confirm within this time frame, or I won’t get the information. Talk about putting me into motion.

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After confirming my email, I’m brought here and I’m given a little bit more in the form of information. Derek has sent me another email with something I’d want to learn. You’re giving me a free ebook and some other tidbits? I like it.

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Also, I like that he asked people to introduce themselves on his Facebook page.

I appreciate that he didn’t just ask for someone to like his page so his stats went up. It’s great that he’s engaging individuals and he’s showing that to everyone too.

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Videofruit’s Jumpstart Your Email List

Want more email subscribers?

The answer is yes. Who doesn’t?

I also really like classes because I feel that they create a perceived high value.

Who wouldn’t want to take a free class that offers high value?

The branding is simple, clean and the use of call to action jumps out at you.

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After following through, it took me to this pop-up, which I must admit, isn’t as attractive as other pop-ups I’ve seen, but I do appreciate being told I’m halfway through to getting access to the class.

Quick note: Bryan’s using LeadBoxes by LeadPages here and while we all want super fancy designed graphics like some of the above examples, don’t let that stop you.

[Tweet “When it comes to your acquisition, Simple is Sexy. Start Simple and Get Ninja Later.”]

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Something else that stood out to me, is that I wasn’t asked for my name in the pop-up.

While I know it is one less point of friction for getting someone to opt-in, I personally would like to be able to address someone by their first name, making my communications more personable.

Personal preference here but don’t let this decision slow you down either.

Then, I was taking to this page and the class breakdown was listed for me, which I also appreciate.

I like that each lesson is laid out for me. It really sets my expectations for what is about to go down.

He also makes himself available which is powerful.  If anyone has questions, you can find him on Twitter and ask him.   

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Marie Forleo’s Free Audio

Note: I don’t personally follow Marie much but Megan on my team does so she’s going to break this one down for ya. Take it away Megan!

For starters, I like really Marie Forleo.

She has phenomenal branding and delivers fantastic information.

Right away when I go to her site, you can tell that she has put the time and effort to making it look great.

This pop up is gorgeous and clear.

Also, the idea of getting a free audio, where I just have to listen? Perfect for me. I love audiobooks and she has shown how easy it is to listen to it right on your phone. And you’re right. I do deserve.

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After clicking yes, please, I’m brought to another beautiful pop-up and once again, I want to really give my information to this woman. I also like that I’m given the option to say no (how polite). I also love that she’s telling me that I’m going to love what she sends me.

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After opting in my information, I’m brought to yet again, another gorgeous page.

I don’t have to confirm my email (I love this) and she has a gif signature that signs right there. Just everything about this page is gorgeous and I’m very excited to receive that first email.

With the subject line: You’re amazing Megan! Why wouldn’t I want to open that up?

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Danny Inny’s 10 Rules of Visionary Business

If you don’t know Danny, holy crap, you should.

Danny is one of the brightest and most genuine dudes I’ve ever met. Period.

I like Danny, he’s personable and seems trusting. All the more reason I want to engage with his stuff.

I like that he’s added a video (personal touch) before you download the free information where he’s laid it all out; you know exactly what you’re getting.

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After following the process, you’re taken to this popup, that once again states what you’re getting (#settingexpectations) and I like that they’ve shown the information in book form.

The branding all aligns and it’s a simple process.

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After entering my information, I’m brought to the download page.

No confirmation and instant gratification. This was one of the easiest downloads I’ve ever experienced and it’s readily available in PDF form for me.

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This first email “Megan, It’s not about the free stuff…” is super powerful…

The email that gives me my free ebook also re-sets my mindset for how to approach free stuff and what to expect moving forward.

No better way to see this than to experience it so go opt-in here.

Jeff Walker’s Product Launch Formula Secrets

I respond well to good graphics and clear branding and even though I don’t follow much about Jeff Walker, I’m definitely interested in what he has to say. He’s been around for a while and his strategies are very well respected.

I like that his ebook opt-in is placed in two places on his site, at the top and at the bottom. However, whenever there is a button that says ‘sign up’, I feel like I’m getting myself into something and signing a contract and it will just open the floodgates into my email inbox.

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After putting in my email address, I was taken to the confirmation page (which uses a common LeadPages template), and I appreciated him laying out the steps for me, so I knew exactly what to expect.

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After a quick confirmation, I was brought to this page and my download was ready.

Love that the branding continued and I could easily download the ebook.

I also like that I was given an email address to contact support if I needed to. This makes me feel like his team is accessible if needed.

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James Wedmore Feature Box

If you’re interested in video and you don’t know James, you probably should.

If you’re interested in video, you probably want to use it to get customers.

So, yes James, I’d like to attract more customers with online video.

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After opting in, I was again brought to this confirmation page. (It looked similar to Jeff Walker’s since he’s using Leadpages too) which directs me on my next steps.

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After confirming my email I was brought to this page to say my email was confirmed.

Something I did notice though while going through this process, is that I was sent the report before I confirmed my email. I’ve seen this done by others before and believe it’s on purpose. That’s actually another topic for another day, though. Let’s continue.

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Kimra Luna’s Mini Course

Holy fun website batman!  If you don’t know Kimra, after you land on her site, you’ll most likely want to.

And right there at the top, I see she is offering a mini-course about webinars. I’m intrigued.

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After following through, I’m shown this pop-up and I appreciate her asking for my name and I see that I can watch video one now in her course.

Sidenote: sometimes watching a video instead of reading is easier for your audience. Try it.

By offering a video course, we get to see more of her personality and begins to build trust right out of the gates.

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After then entering my information, I’m taken to the video right away and given a branded worksheet.

This is instant gratification, and I’m going to actually take something away from this and then get to sit back and let her talk.

Also, you get to see other people talking about the first video you’re about to watch which is an added bonus, I think. This further builds trust and credibility.

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Jon Loomer’s 30 Question Quiz

Something I really liked about Jon’s website, is the variety of courses and free things he offers.

He even has a tab called Free stuff. Who isn’t going to be drawn to that?

What caught my eye though is his quiz.

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I like that he said most people fail miserably because I am more interested now in seeing if I fail as well.

He also provides a progress bar at the bottom (even though you know it’s only 30 questions).

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After doing the quiz, it brought me to this page, which then told me I was invited to watch a free webinar that’s targeted at my knowledge of Facebook ads.

Note: on the backend, he know knows what level you’re at which helps in how he will market to you and what offers make sense.

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After clicking the link, it brought me to this page to ‘save my seat’. It also gave me information on what I should expect to learn and how long it will be.

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After inputting my information, I was brought to a thank you page.

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Everything was clear and straight to the point. I liked how I was told what would be covered in the webinar and I liked that I was provided with a solution to the quiz.

One thing you’re starting to in these examples how one initial experience (The lead magnet) is driving me into my next experience with the business such as a webinar.

[Tweet “Pro Tip: Stack your marketing automation experiences together to extend & enhance the customer journey.”]

Scott Voelker’s Free Private Label Workshop

For those wanting to sell products on Amazon, this would be a great workshop to attend.

He is telling you all 5 steps in order to do so and offers a live Q&A and downloads. Who wouldn’t be interested?

Heck, I don’t have an Amazon business and I’ve watched two of his webinars at least and am itching to sell on Amazon.

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After inputting my information, I’m brought to a thank you page, that tells me when the webinar is and he also tells me that he’s sent me some resources to get started.

So, even though the workshop isn’t until another day, he’s giving me something to look forward to now. Still hitting instant gratification and now I’m anticipating that workshop.

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Noah Kagan’s Business Hacks

Right away when you come to his website, you’re hit with a bright of green (that’s one way to get my attention).

85% of his best business hacks? That’s a lot of information (yet a random  number at the same time) and you just need your email address?

Sounds like a fair trade.

Plus, it kinda leaves me wondering how I could get a hold of the rest of the information. #hesgotme

Once again, I would appreciate entering my name for personalization, but again, some like less friction. To build credibility and trust he’s listed what other people are saying about him.

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Once opted-in, Noah does a great job in getting me to reply by asking questions.

This is a great strategy to 1) increase deliverability and 2) get feedback on exactly what his prospects want to hear about.

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Tim Ferriss’s Newsletter

I very rarely share my information for “just” an email newsletter.

I don’t like cramming my inbox full of emails that I know I won’t read. But, if the information is clear and laid out and you’re Tim Ferris, well duh!

Tim Ferriss is super smart and I’ve read all of his books.

Do I want to read the first 50 pages for free and be given more information, yes?

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Again, I don’t like that I wasn’t asked for my name (I appreciate the personalization), but I do like that I didn’t have to confirm my email and on the thank you page (below), it lets me know not to expect that email right away, more like 30 minutes.

Some people would be upset about that, but he talks about his new tv show and there’s a video for you to watch it.

That passes the time and you could learn more through this experience.

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So, What Does This Mean For Your Next Lead Magnet?

If you model these entrepreneurs your lead magnet should deliver what you say you will, be valuable, actionable and align with your upcoming offer.

Your subscribers don’t want to receive fluff and you don’t want to delay the ask too long before you create an opportunity for a sale.

These entrepreneurs have been successful because they deliver what they say they will and have proven strategies that work.

Even those that just have opt-ins for newsletters offer bonus’ that are attractive to their market.

They do a great job of knowing what their market wants/needs. They research and find out exactly what that is and then go and deliver it.

In most cases, it takes you step-by-step into the next logical offering for one of their products or services.

They brand their content, follow up when they say they will and now have those individuals on their email list.

They make their products appear valuable even though it’s free.

No one wants to opt-in if they don’t know what they’re getting and don’t know what your intentions are.

A lot of the time when I opt in for something it’s because I have an issue and I’ve found someone who has a solution that tells me just what I need to learn. That’s how you want to approach your next lead magnet.

What does your ideal customer need to learn?

Reverse engineer it from your offering and you’ll be well on your way to having a lead magnet that attracts the right leads for your business.

Free Resource:

We’ve put together a checklist to help make sure your next lead magnet is working for you and not against you.

Download the worksheet and complete to make sure your lead magnet meets all of the ingredients for building a list of buyers, not just prospects.


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Ross - August 24, 2016 Reply

Love that you put these examples all in one place Greg. I follow most of these people and I find myself re-signing up every now and then just to see how they do things. Very useful!

    Greg Hickman - August 25, 2016 Reply

    Ross, I end up doing the same! 🙂 All great peeps to follow.

Chris Swan - March 9, 2017 Reply

Dude. This is great stuff Greg!

    Greg Hickman - March 9, 2017 Reply

    Thanks brother. What was your biggest takeaway?

      Chris Swan - March 10, 2017 Reply

      A lot of great examples to learn from. And a few lead magnet ideas I hadn’t considered. Thanks for the knowledge homie!

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