Lead Magnet

Lead Magnet

Purpose – How to Develop your Lead Magnet

  • To give you ideas and an outline for creating your lead magnet.

Table of Contents

  • Why is a lead magnet important?

  • What is a lead magnet?

  • Who’s the audience for your lead magnet?

  • First steps in creating the lead magnet

  • Writing the content

  • Other things to include

  • Recommendations for you.

Why is a lead magnet important?

It’s a way to capture a potential customer’s email address.

To be successful, you need to offer a lead magnet that has greater value to the prospect than the value of giving up an email address. You’re building your elist.

You plan to use the elist to follow-up with a sequence of email messages nurturing a relationship and eventually have a conversion.

If your lead magnet is good at solving the customer’s problem, chances are the lead magnet will be shared with your customer’s friends. Your elist grows even more. Also your conversions.

What is a lead magnet?

A Lead Magnet contains information your target audience wants to eliminate a pain point or to fulfill a want.

“Lead Magnet” means free content.

Offering a Lead Magnet often doubles inquiries about your brand.

The free content must be useful to the reader in their job.

Your Lead Magnet can have a permalink, a search engine title, and a search engine Meta Description.

This is easy to implement if your Lead Magnet is a Page on a website with a WordPress platform.

It’s free advertising on search apps.

Who’s the audience for your lead magnet?

You need to know who your audience is.

What are their pain points?

What do they want?

Best to collect these facts with customer surveys and interviews.

Don’t guess.

First steps in creating the lead magnet

Collect some keywords reflecting customer pain points and needs.

Include some long tail keywords in the mix.

Ask yourself the question. “Why are you writing?”

What’s the purpose?

A lot of broad content is not the purpose.

Narrow the topic.

That way you can delve deeply into a topic providing the reader with useful information he or she could not get elsewhere.

New knowledge gathered. Something useful for the reader’s job.

Your prospect is starving for that new knowledge.

Something that will help the prospect solve a problem. A way to do their job better.

With the narrow topic, you will have to define the narrow audience you’re sending the email to.

Narrow topic? Narrow audience? That won’t give me a lot of conversions, will it?

You’re probably asking these questions. You’re worried. Don’t be.

You probably will be sending out emails on several narrow topics.

And you will be measuring their success and continue to email the good performers.

Keep testing. You will always find improvements.

You don’t want to be emailing broad knowledge to a broad audience. That’s content the reader can get from anywhere. Nothing new. Not useful.

Writing the content

In writing the content, first determine your objective.

You’re in the business of selling your product or service.

That’s what the email and the Lead Magnet are for.

But do not make the lead magnet salesy for your business.

It should not be promotional.

Strictly relevant facts, explanations, ideas, tips, and links designed to help the reader in eliminating his or her pain point or to satisfy a want.

Educate the reader.

You probably possess a deep knowledge on the applications for your product or service.

Share them with your reader.

Give specific advice the reader is not getting from others. Offer ideas.

Don’t worry about giving away too much information.

When the reader understands that you’re concerned about giving him or her valuable information to solve their problem or satisfy their want, they’ll begin to trust you.

They’ll believe you have the needed expertise and turn to you for additional help.

And give you referrals. Nice.

If possible, give the reader some actionable tips or ideas he or she can implement immediately.

Most likely, now you will be starting a conversation. By email, online, or by phone.

That’s what you want. Your Email Marketing Program has reached its objective.

Include in your content the characteristics, features, and specifications the reader should be looking for in searching the category your product or service is in.

If done well, this can be the prospect’s shopping list.

It just so happens that your product or service possesses all of the requirements on the shopping list.

Amazing coincidence.

And your competitors are missing some of the requirements.

End the Lead Magnet with a “What’s Next” section.

Tell the reader what to do and how to do it.

Provide any necessary buttons.

Other things to include

Provide your contact information at the top of the Lead Magnet in a right-hand sidebar and also at the end of your Lead Magnet.

Also include an opt-in form for your Email List.

It’s for additional information.

Do not make it a requirement for the prospect to fill out and submit the opt-in form.

Treat it as an opportunity for him or her.

Recommendations for you

With the lead magnet, landing page, and opt-in form in hand, it’s time to move on to building your Marketing Funnel.

The Marketing Funnel is the process of sending out an automated sequence of messages.

You may have more than one topic you’re considering for your lead magnet.

Go ahead and create the alternate lead magnet(s).

Run A/B split test looking for performance differences between the lead magnets.


Questions? Do you need help with lead magnets?

Call Paul at 585 703-0646.

Or email psheiler@centurylink.net