Step-By-Step Guide to Creating Killer Lead Magnets That Get Results

We all know those moments where synapses suddenly connect and make perfect sense. Suddenly the barrier that existed has been replaced with a fresh new idea that was nowhere to be found only moments before. We call these “ah ha” moments. It’s as though the proverbial light bulb has switched on and the darkness has been replaced with a keen understanding of exactly what needs to happen to get a desired result. In business terms, this so-called epiphany is called a “Lead Magnet“.

The term Lead Magnet refers to “an irresistible bribe offering a specific chunk of value to a prospect in exchange for their contact information.” Gathering client information is critical in growing a brand from the bottom up and, sometimes, even from the top down. Never underestimate the power of a robust marketing list. The more concrete data marketing teams have to work with, the better the overall outcome.

The goal with Lead Magnets is simple: max out the number of targeted leads for any given offer using the least amount of resources and expenditures. In this post, we’ll show you how to think of great light bulb moment ideas and what you need to say to get the job done.

Step One: Understanding the Types of Lead Magnets

Lead Magnets by design are not meant to be lengthy or complex. In fact, the less pretentious the better. Consumers nowadays (generally) have the attention span of a gnat, so keeping ideas free-flowing and fun (vs. stagnant, long and boring) are the sure way to the hearts of new and established consumers alike. It’s expected that the perfect Lead Magnet will offer incomparable value in five minutes or less of the opt-in.

There are different types of Lead Magnets. We list them here for you.

Guide/Report: The guide/report type of Lead Magnet is perhaps the most commonly used. We’ve all seen the “Click here for your FREE report!” verbiage on websites we’ve visited. Offering a freebie is a great way to gauge customer interest.

Cheat Sheet/Handout: Similar to the Guide/Report option, the Cheat Sheet/Handout offer is usually a one-pager offering a tutorial feel. The user enters their information in order to learn more about the product and data is captured.

Toolkit/Resource List: A savvy consumer is a happy consumer. Playing to the customer’s strengths and offering a service is one way to collect information. Seeing “Subscribe now for our free resource kit…” is a common method to spike interest and offer a fun alternative to a bunch of text on a long page. Short, sweet and to the point.

Video: In today’s digital marketing age, consumers want to be entertained. Offering a video message using screencast programs like Camtasia or Screenflow creates a fresh alternative way to engage customers. Facebook marketing is one way to reach a large group of people with limited resources. When a video goes viral, anything can happen.

Software Download/Free Trial: Free trial offers are an innovative option to get more interest in your marketing list. When someone isn’t looking to purchase a service, but still wants to know a little bit more about it – the free offer comes right in handy.

Discount/Free Shipping: Offering free shipping or a discount on merchandise is a creative way to increase sales and boost customer traffic. Everyone wants something for free! Come on, admit it. When was the last time you purchased something online because the store offered free shipping or a deeply discounted service? What does the business side take away from this deal? Happy customers and a whole lot of data! Get those promo codes ready!

Quiz/Survey: Game shows are huge all over the world for a very specific reason: there is a rush that comes from winning a challenge. Utilizing a quiz-building tool like Interact to create quizzes is yet another way to collect customer information. Offering an opt-in form before results are displayed is the way to go.

Assessment/Test: Taking an assessment by means of comparing your brand to another’s is addictive as well and yields powerful results. One example is Hubspot’s Marketing Grader tool.

Blind/Sales Material: Offering a catalogue with product information is a bit more extensive, but can work its magic in the results department just the same. Adding an opt-in section to receive a mailing is the way the world works – for example, check out retail giant IKEA as an example.

Step Two: Cast the Net

Once you figure out the means and methods your company will use in reaching the masses, it’s time to focus on your audience and creating suitable design copy.

  • Who is my audience?
  • What does my audience want?
  • How will these offers convert to generate income for my company?
  • How much is this lead worth?
  • Which section of the population am I having trouble targeting?

Casting a wide net is appropriate to ensure the best possible outcome when creating an opt-in function for capturing leads. Sticking with your audience will take you to the finish line, but innovation will help you cross it. Offering products and services, downloads and incentives, giveaways and freebies, and generally being receptive to user response will only aid in making you (and your business) more successful now and in the future.

Offering creative copy that plays to the strengths of your audience is a must to ensure the deal. When there’s an irresistible freebie involved, everyone wins! What does your audience want most? Below are three ways to scoop the lead. If you follow these steps, you’ll create the perfect giveaway language to get you to the goal.

  1. An attention-grabbing headline that glues people’s eyes to the screen.
  2. Irresistible benefits that generate interest and create desire (usually in the form of bullet points).
  3. A simple call to action.

Using a catchy headline is number one in securing viewership. Next, tell them what they can’t afford to miss out on – and show them why they need to have your product. Lastly, guide them on how to succeed using your contact form. Make it easy and the rest is cake.

Step Three: Know Your Worth

Once you’ve asked the important questions and created the verbiage, it’s time to understand what your time is really worth. Spending fewer resources on the design process and more time on outreach is the goal here. Marketing strategies are varied and far between, but the main goal is to capture the audience via the opt-in opportunities already available – tweaking them to fit your brand’s messaging.

There’s a tool for just about everything these days. The ACV calculator is a good place to start incentivizing people and potential profit. Check out the Average Customer Value (ACV) calculator to ensure the biggest bang for your buck. Another nifty tool is the Customer Value Optimization (CVO) resource. After all, your time is valuable – and you should choose to spend every moment wisely.

Mike Killen

Mike is the world's #1 sales coach for marketing funnel builders. He helps funnel builders sell marketing funnels to their customers. He is the author of From Single To Scale; How single-person, small and micro-businesses can scale their business to profit. You can find him on Twitter @mike_killen.