Remember those high school days when all you had to do was go to school, hang out with friends at the cafeteria, and wait to “grow up” a little more to start College?
Your teenagehood was all about that—partying, dating, and… oh, right… studying.
Homework and midterm exams were truly a problem for you. Those were responsibilities that you blamed your parents for because they signed you in for school against your will when you were just a toddler (very mature thinking, ha!).
“You can’t go to the birthday party on Saturday because you’re grounded”, “You’re grounded because you haven’t finished your homework”.
Ring any bells?
Your parents simply didn’t get that the low grades on your report cards were not a real proof of your knowledge and effort at school.
For you, failing exams in high school was a tragedy. But failing Spanish, French, or Latin? Oh boy, that was really the end of the world!
I actually saw my classmates struggle to pass their Latin and French exams. And that’s when I started my own Latin business in my classroom and converted my classmates into leads.
I offered them free after-class Latin tutoring and I assured them they’d not fail an exam again. I was offering them the problem-solving lead magnet they simply needed.
Then, I was ready to sell them customized handmade Christmas storybooks written in Latin that the teacher had asked us to create as part of the final project before graduating.
The same thing happens with any other business.
You don’t need to be a marketing expert to create your own lead magnet offers. You don’t even need to be out of high school yet!
Just follow the steps I put together for you in this supreme guide and I assure you’ll be creating your own lead magnet offer ipso facto.
Now let’s take a look at the 9 steps so you can start creating your high-converting killer lead magnet!
What Is A Lead Magnet?
A lead magnet is a free offer that gives your website visitors some relevant value in exchange for their contact information.
A vital step in a well-constructed sales funnel is to convert a prospect into a lead. And the same way a magnet attracts metal, a lead magnet attracts prospects. If you offer your readers something for free, you’ll create an irresistible offer few would say no to.
However, most people won’t freely volunteer their contact information. But, if they get something valuable in return, they’ll gladly give you their email address.
It’s not only about offering something for free though. It has to add value to the prospect. Otherwise, they won’t want it and they won’t return to your site.
Lead magnets are important for all businesses. With them, you build (and grow) your email list with prospects that are interested in your products or services.
Now, don’t think you need to be a marketing expert to create your own killer lead magnet offer. Remember the story on how I created my own free Latin tutoring in High School as my lead magnet?
All you need to do is follow the steps from this supreme guide I created for you.
Step 1. Define the value of your service or product (from your client’s or customer’s perspective).
“If you provide enough value, then you earn the right to promote your company in order to recruit new customers. The key is to always provide value.”
That’s what Guy Kawasaki—the “Guy” who helped Steve Jobs launch the Macintosh computer—said about the importance of providing value to your product or service.
The first step for creating a killer lead magnet that converts is to understand and define the value of your product or service. Then, and only then, you’ll give your site’s visitors a compelling reason or motivation to download your offer.
But what could those reasons and motivations be?
The field of Neuro-Linguistic Programming (NLP) explains that there are two motivation directions that are likely to move people to take action. We are programmed to buy something for pleasure or for avoiding pain.
The best value proposition you can offer is the one that your prospect needs. So, instead of trying to create something you think they could just want, think about what they need and deliver to them the solution.
Get the “bigger is better” thinking out of your system. Don’t try to write a long ebook or guide just to try to look fancy, or a tedious 30-day email course that not even you’d complete. Be concise, specific, and cut to the chase!
Find the common problems that your site’s visitors struggle with and provide the quick solution they have been looking for.
Now, you know how we are working with our clients in our Done-For-You sales funnel service based on the “leads first, funnel second” principle? Well, for your site’s visitors you should focus on getting them results fast too.
For instance, a client of our service who we will call Ed has a commoditized type of service. He works with web design agencies and startups. His business helps them to turn their Photoshop designs into a well-coded WordPress website that looks good on mobile and desktop.
He came to us (partly) because he was struggling with how to create a lead magnet that converts. He was offering a generic type of lead magnet that wasn’t converting. It was something like “7 Steps To Scale Your Startup Business Online” guide.
But what was wrong with his lead magnet offer?
- First, the alignment was off. He was targeting startups when he really wanted to target web design agencies. And since startups are early-stage companies, they are more likely to not have the money to afford a service like Ed’s.
- Second, his proposal was too generic. “Scale your business” was giving prospects the wrong expectations. He was simply not thinking from his customers’ perspective and wasn’t attracting the right leads.
Think from your customer’s perspective based on Maslow’s Hierarchy of needs—first physiological (food, water, etc.), then safety, and then love. Or what comes down to getting Laid, Paid, and Made.
Put yourself in your prospects’ shoes and answer the following questions:
- If I invest in your product or service, how will that help me make money or save money?
- How will your product or service reduce any risks in my business?
- How will your product or service solve my problems?
- How does your product or service save me and my business time?
The faster you understand how your products or services will be solving money, time, and efficiency problems for your prospects, the more confident they will feel about your offer.
Step 2: Brainstorm lead magnet ideas that educate or highlight the value of your product or service.
Take what you know so far about the value your product adds to your prospects and start brainstorming lead magnet ideas.
There are actually thousands of lead magnet examples you can find online that can inspire you during your brainstorming session.
For our client Ed, we actually came up with a bunch of cool lead magnet ideas. We are currently developing a checklist for his target audience on outsourcing design to code projects profitably and painlessly.
This idea matches perfectly with his services and solves the problems his audience struggles with.
For another client of our Done-For-You service, we created an assessment as his lead magnet. The quiz determines how “fit” a business is.
He is an executive coach who works with CEOs of companies making $10M-$100M per year.
His lead magnet offer works because it’s directly related to the service he provides. It also highlights the problems that his service addresses. And it helps prospects recognize and evaluate where their businesses are at in terms of development and growth.
So, with the knowledge you already have about the value of your service or product, start brainstorming possible ideas that will educate or highlight that value.
Write them down and choose odd numbers (if you’re doing a list type of lead magnet) for creating your topic.
This is a good tactic because numbers help convey value. People perceive it as a quantifiable amount of value. For us, making a list of 7 or 11 items for a lead magnet has converted really well.
Step 3. Choose the right type of lead magnet.
By now you already know the value your product or service adds. So you should have a pretty good idea of what type of lead magnet you are going to offer.
Now it’s time to choose what could effectively deliver your value proposition to prospects.
Here are some things you should keep in mind that will help you decide:
- Keep your lead magnet simple: A complicated and hard-to-digest lead magnet won’t attract customers. Keep it simple, concise, and packed with value.
- Focus on your skills: If you are a great writer, offer an ebook. Not so great at writing but you feel comfortable on camera? Go with a video or webinar instead.
- Prioritize rapid consumption: Choose a lead magnet format that’s easy and fast to download and consume. This will give your prospects peace of mind and will move them down your funnel quicker.
- Promise one quick win: The lead magnet type you choose should promise (and deliver) one quick win for your visitor. It should help them achieve something easily.
Now it’s time to choose the type of lead magnet that goes better with your ideas and value of your service. The most common are:
Choose the lead magnet type that you feel most comfortable creating based on your skills, knowledge, and on your value proposition.
Checklists, quizzes, and templates are the highest converting lead magnet types and often convert the best quality leads. And actually, according to HubSpot, ebooks are the most popular form of lead magnet and 27.7% of marketers use them today.
If the lead magnet is not aligned with what you are offering, though, your site’s visitors will leave.
So get the strategy to convert leads right, and you’ll get results. Don’t focus so much on the tactics.
Step 4. Create a name for your lead magnet.
The title for your lead magnet is essentially a headline for your value proposition that appeals to your site’s visitors. It’s similar to writing an eye-catching headline for an article or blog post.
The title is the main point on which the prospect will base his decision on.
Follow these tips to create a compelling title for your killer lead magnet…
- Be clear and descriptive, not vague or generic
- Mention the desired end result
- A minimalistic approach to entice curiosity
- Include numbers or a shocking statement
Step 5. Use tools to create the content and design for your lead magnet.
It’s ok if your lead magnet doesn’t look that great at first. You can always make it better and improve it over time. Your main focus should be to add value and convert leads.
The exact tools you need will depend on the type of content you want to create. For example, if you want to create a nice design, there are certain tools you can use. And for creating just text, there are some others.
These are the most popular…
- AutoGrow: We’ll create and execute your funnel for you on demand. We’ll do everything from scratch—including the lead magnet of course.
- Canva: This is a friendly free graphic design software with paid content upgrades.
- Google Docs: This is probably the easiest tool to use to create your lead magnet and it’s free.
- Microsoft Word: Advanced text editor for any written content like guides, checklists, worksheets, templates, ebooks, etc.
- Raw Shorts: Drag and drop explainer video software.
- Stencil: Its features aren’t as extensive as Canva but you’re able to create images faster.
- Draw.io: Free flowchart and diagram builder.
- Ease.ly: Free infographic designer with paid upgrades.
- Piktochart: Web-based tool for creating charts in the form of infographics.
- Infogram: Turns data into a pretty visual.
- CamStudio: Screencasting program.
- MeetingBurner: Free webinar service.
- Typeform: A beautiful quiz/form creator that has a free option.
Step 6. Model proven lead magnet examples (and best practices).
Copy what works. Simple.
Directly plug your services on a dedicated landing page with one or two sentences with a clear CTA button and BOOM. You’ll be moving prospects to the next stage of your funnel.
Here are some ideas of lead magnet examples proven to convert that can inspire you to create your own…
The Printmaker System is a SaaS company focused on helping photographers tired of the shoot-and-burn approach to switch to In-Person Sales.
They offer a great tool—a sales checklist for photographers who want to go from making hundreds of dollars in average sales to making thousands with just a few clients.
This valuable resource tells you step-by-step which actions you need to take to switch to In-Person Sales and ditch the shoot-and-burn style.
Their checklist design is solid and visually attractive, and the title absolutely clear.
MuleSoft helps companies connect various SaaS tools and enterprise-level apps together to create automation and shared data benefits.
This ebook example on how to make your app enterprise ready gives readers insights into key technology trends impacting the enterprise.
This resource works because it offers tips on how to expand the addressable market without additional resources. And SaaS executives can learn more about how to position their apps for the enterprise market from a tech perspective.
Its design is nice and the title clearer than water.
Recipes make great lead magnets. They are easily digested (pun intended) and highly actionable.
Minimalist Baker is a company that offers simple recipes made with 10 ingredients or less and in 30 minutes or less.
This type of lead magnet works because cookbooks and recipes offer tremendous value within 5 minutes from opting in. This is because the prospect can start consuming the value of it right away.
Step 7. Create a visually attractive lead magnet.
Make sure your content is nicely formatted, clean and readable. It doesn’t have to look spectacular but it has to be useful and easy to digest.
Format your documents properly. Maybe start with the main page, introduction, content, and conclusion. If it’s 10 pages long, include a table of contents. This will show professionalism and will make it easier for the reader to go through it.
When creating your killer lead magnet, you could start by following the principle of the minimalistic approach. You don’t want anything on the page that will divert the attention from your offer so you can add a simple design first, and then you can spice it up.
For instance, find a good background image or texture for the design. Use a clear font size and contrasting colors. And add illustrations that catch attention.
Keep in mind that the visual impression of your lead magnet can make or break its success. So put some extra effort into making the cover of your book or the preview of it attractive. Prospects will base their decision on how your offer looks.
Once you have the design done, focus on writing the message that will encourage people to try out or download your offer. This is normally displayed on a pop-up widget. But wherever you advertise it, make sure the text contrasts with the background and isn’t hard to read.
Also, include a reason why they shouldn’t miss your offer. If you’ve read some of the 313 case studies analyzed in the Proven Sales Conversion Pack, you’d know that FOMO can actually increase the number of people opting in by 38.25%.
Always make sure your landing page is responsive and fast, that your CTA button stands out, and include “Free” in the CTA because doing so can increase the opt-in rate by 131.22%.
Step 8. Flip the switch and promote your lead magnet.
Promoting your lead magnet can be as easy as turning your Facebook Ads.
But nowadays, email is by far the most effective marketing channel we have today. It gives you the ability to reach your current and potential customers whenever you want.
If you haven’t signed up for an email service provider yet, now is the time so you can flip the switch and start promoting your lead magnet.
And here are some ways to promote it…
- Facebook groups
- Blog posts
- LinkedIn Pulse
- Facebook Ads
- Landing page
- Social Media
- Guest post
- Sidebar widget
You can try Optimize Press and Leadpages for promoting your lead magnet too.
However, don’t forget to promote your lead magnet with a clear and outstanding CTA guiding prospects to the next steps.
For instance, after the prospect opts in, ask him some qualifying questions. This will let you collect more information and find ways to follow up with them and move them to be paid customers. And last but not least, add a thank you page (a plus if you add a video).
If your lead magnet contains the most groundbreaking solutions for your prospects but you offer it in a Facebook post with a wall of text, it won’t catch attention. Bring your offer in front of the right eyes.
As a side note, if you have a low budget for ads—if you’re spending $10 per day, you’ll get results slowly. And the Facebook algorithm will learn slower in terms of targeting the right audience.
This is a process. It’s why we provide a service for clients. They don’t want to deal with the problems but we do! So if you need help implementing or creating your sales funnel, just reach out to AutoGrow.
Step 9. Optimize your lead magnet.
There are different ways to present the same lead magnet with a different title. If you see no leads coming in, change the title of your lead magnet and AB test them. It’s a process of implementing, launching, measuring, and implementing again.
It’s a system that won’t make you rich in a single day. But if you do it right, it will certainly put some money in your pocket.
If you aren’t getting the response you aimed for, make some changes to your lead magnet title and design, and then tweak the process to promote it better. You can use Google Analytics to check how many people see your lead magnet offer but won’t opt-in.
There you go. Creating a killer lead magnet with this supreme guide is a piece of cake.
All you need to do is create an offer that is business orientated, concise, actionable, problem-focused, specific, useful, and easy to digest.
Start by asking yourself…
- If your prospects invest in your product or service, how will that help them make money or save money?
- How will your product or service reduce any risks in their business?
- How will your product or service solve their problems?
- How will your product or service save them and their business time?
And then follow the most important steps…
- Defining the value of your service or product (from your client’s or customer’s perspective).
- Brainstorm lead magnet ideas that educate or highlight the value of your product or service.
- Choose the right type of lead magnet.
- Create a name for your lead magnet.
- Use tools to create the content and design for your lead magnet.
- Model proven lead magnet examples (and best practices).
- Create a visually attractive lead magnet.
- Flip the switch and promote your lead magnet.
- Optimize your lead magnet.
Your best bet is to create a lead magnet that covers a problem in your niche. So that should mean you have some experience with solving that problem. And if that isn’t the case, Google is your friend.
Now tell me something, have you ever created a lead magnet? What are you offering to your prospects?
Let me know in the comments below.
Keep funnelin’, stay focused,