How to Create Lead Magnets that Win Clicks and Influence Customers

What is a lead magnet?

Let’s start by nailing down the lead magnet definition:

A lead magnet is an incentive offered to a potential customer in exchange for their email address. This incentive can be in the form of a valuable resource or service.

They are used to generate sales and to build up an email list for marketing purposes. Funnels are also used to efficiently turn cold traffic into customers.

A lead magnet is a piece of content that is offered for free in order to generate leads. Social media marketing typically uses a variety of content to attract and engage audiences, such as free eBooks, templates, and other gated content. These pieces are often offered alongside blog articles to provide additional value to readers. If someone clicks on your website and provides you with their email address, this creates an opportunity for you to have more personal email conversations with them.

Why lead magnets work

Robert Cialdini, author of Influence, talks about two consumer behaviors that compel people to engage with your brand and respond to your offers.

The first is consistency.

People who download your lead magnet are more likely to support you in the future.

Once they said yes, they wanted to keep saying yes. This is positive news as it will now be simpler to convince them to take up your paid offer.

In reciprocation, people feel obligated to repay what another person has given them. This rule is often used in sales and marketing, as companies will give away a free sample or lead magnet in the hopes that consumers will feel obligated to make a purchase.

The rule of reciprocity is the social norm that dictates that people feel obligated to repay what another person has given them.

When you give away valuable information for free, prospects are more likely to buy from you when you make an offer. The only way they can repay you is by doing this.

Quality matters

If you want good results, you should offer high quality lead magnets, regardless of consumer behaviours.

The most effective lead magnets provide your potential customers with a sample of your products or services. So you want them to impress. You’ll know you’re hitting the mark when prospects reach out in email or social media with messages like this:

“This is amazing! This person is looking forward to seeing what the author will give in their paid products, since they’ve given so much away for free.

Your lead magnets (freebies) must be high quality so that people will want to buy your paid products or services. Just smaller in scope.

Selling in advance

Your lead magnet is the first interaction a potential customer has with your business. This is their first impression of your company, so it’s important to make sure it’s a good one! No money is exchanged, but it’s still a transaction. Your visitor is required to input their email address if they want to download your lead magnet.

Your lead magnet should be relevant to the future offers you plan to make. The product must address a specific issue that the customer is having.

Hopefully, after consuming your lead magnet, they’ll want more. This means that people will be willing to spend money on solutions that are more comprehensive and complete.

How to create a lead magnet

A lead magnet is a piece of content that is offered for free in exchange for the user’s contact information. Usually, a lead magnet is part of an email marketing campaign or a promotional campaign. So start there.

Ask yourself:

Then assess your resources.

Do you have enough time to create new content?

Would you like to reduce the amount of time spent creating new content by recycling old content?

Do you have the money and materials necessary to create an event?

There’s no right way to create a lead magnet. To succeed in monetizing your blog, you need to create content that your audience will find valuable and be interested in your paid products or services.

Some great examples of lead magnets that compel action:

To summarize, lead magnets should:

We focus a lot of time on the results and value pieces of the equation to drive more clicks and conversions.

You Have to Know Your Buyer’s Journey

You need a detailed understanding of your prospects’ buyer’s journey to provide the best value.

Content and lead magnets should be tailored to each stage of your buyer’s journey.

Content Near Lead Magnet Calls to Action Is Key

This could be a blog article or an eBook. Embedded content, such as an eBook, is a type of lead magnet. They might be call-to-action buttons on your website. They might be calls-to-action on your blog. The links in an email message could be part of a longer conversation that a salesperson is having with a lead to try to turn them into an opportunity. The key is to make sure that the right content is associated with the right offer.

Winning Clicks and Influencing Customers

lead magnets exist to serve two primary purposes: to gain attention by enticing potential customers to click and download them, and then to actually provide value once they have been downloaded in order to funnel leads further down the sales process and keep them coming back for more. This means that the content offered as a lead magnet should be different depending on where the potential customer is in their journey.

Let’s look at some examples of what lead magnets might look like during each stage of the buyer’s journey:

Retail product

Software App

Professional service

How can a lead magnet improve your business?

There’s no doubt that lead magnets are essential for businesses to grow today. This is why new businesses should consider creating blog posts as one of their first content marketing strategies.

Build know, like, and trust

Seth Grodin’s book, Permission Marketing: Turning Strangers into Friends and Friends into Customers, was a game-changing concept when it was published in 1999.

This principle has been guiding email marketing since it became effective. Today, we still receive a lot of unwanted emails in our inboxes. When you offer something of value in return for someone’s contact information, it shows that you are committed to providing them with what they need. This also indicates that you are more concerned with meeting your client’s needs than achieving your own business goals.

Build brand awareness

A lead magnet is a great way to build brand awareness. The only way your potential customers will know what you can do for them and how you can help them achieve their goals is if you put your message in front of them. If you do a good job, people will tell their friends about you and your work will spread through word-of-mouth. This could lead to a lot of people knowing about you and your work.

When you let potential clients sample your products and services, they can not only see for themselves that working with you offers unique benefits, but they can also try them out to see if they like them. This means that you should not be stingy when creating a lead magnet. When you give something away, it creates a connection and engagement with others.

When you send your subscribers an email announcing a new product or service, they are more likely to click through and purchase it.

Great lead magnets help your products and services stand out. There’s no secret sauce here – you have to put in the time and effort to understand what your target audience is looking for, their pain points, and what opportunities they’re seeking, and how they progress through their buying journey. Once you understand this, you can then create lead magnets that compel them to click and convert them to customers.



Your sales have stagnated or decreased, and you can’t figure out why. Discover what’s holding you back from achieving predictable sales growth in your business.

If you want to grow your business, you need a proven plan and framework. That’s what you get with the 2X Your Sales Discovery Session.

Want to learn about a formula for Predictable Growth that will put your business on a 90-day path to 2X Your Sales?

Join our 90-minute one-on-one virtual workshop.