April 06, 2024

Creating lead magnets that convert

There are no two ways about it: Your lead magnet is the foundation of your online business.

It's the key to attracting your ideal audience, building trust, and ultimately guiding them towards your paid offerings.

However, crafting a lead magnet that truly resonates with your target audience can be daunting.

In this article, I'll share the essential steps to creating a lead magnet that captures your audience's attention and positions you as the go-to expert in your field.

Let's start where we always start—with the wants and needs of our target audience.

Decoding your dream customer

Before you even think about crafting your lead magnet, you need to get inside the head of your ideal customer.

  • What are their biggest pain points?
  • What are their deepest desires?
  • What keeps them up at night?

This is where my tried-and-true tool, The Ideal Audience Blueprint, comes in handy.

By taking the time to research your audience's needs and challenges, you can create a lead magnet that speaks directly to their core.

Now we know who we're building for, but let's answer two equally compelling questions—what's the purpose of our lead magnet, and why are we building it?

The purpose of lead magnets

In my opinion, there are three primary purposes a lead magnet serves:

  1. Converting a large percentage of a small audience into subscribers
  2. Growing your audience by attracting more of your ideal clients
  3. Priming your dream clients to buy your offer

It's pretty simple to see the gradual flow when you break it down like this.

Keep these three objectives in mind when building out your lead magnet.

You'll be light-years ahead of others while producing something truly valuable for your ideal audience.

The anatomy of an irresistible lead magnet

We've identified the audience and purpose of our lead magnet. Now, how do we create something that people will find useful?

Over the years, I've discovered that there are a handful of characteristics lead magnets can possess to be successful.

They should include at least one (but preferably more than one) of the following characteristics:

  • Provides immediate value
  • Concise (think less than 15 minutes to read, watch, or consume)
  • Solves a specific problem
  • Delivers a quick win
  • Qualifies an ideal client
  • Makes your paid offer a no-brainer

Whether you opt for a cheat sheet, checklist, template, or short video, the key is creating a resource in a format your audience can't resist.

Lead magnets should shift your audience's thinking

Your lead magnet should do more than just provide useful information quickly and concisely.

It should shift how your audience sees you and, more importantly, how they see themselves.

Your lead magnet should show your audience what's possible and how they can change, evolve, and improve using your offering.

So how do you do this? Here are a few ways:

  1. Share success stories that show your audience that they can also visualize how they can achieve their goals and outcomes.
  2. Break down the steps to reaching those goals, making the process feel attainable and tangible.
  3. Address common limiting beliefs and overcome objections that may be holding them back.
  4. Demonstrate how your lead magnet and paid offer work together to deliver transformation (transformation is vital).

By challenging your audience's assumptions and showing them a new path forward, you'll position yourself as the go-to expert they can trust.

The one thing your lead magnet can't live without...

We've talked a lot about serving your ideal audience, shifting thinking, and using your lead magnet to position yourself as an expert in the eyes of your potential customers.

But the thing we haven't talked about (and that your lead magnet can't live without) is a compelling name.

Yes—believe it or not, the name you pick is really important.

Your name should be compelling, simple, and straightforward, but, most importantly, it should feel like "must-have" content.

Some captivating examples are "The Ultimate Cheat Sheet for Effortless Meal Planning" and "The 5-Step Checklist to Launching Your Profitable Online Course."

These names practically beg to be clicked, and that's precisely the emotion you want to evoke when choosing a name for your lead magnet.

Promoting your lead magnet

Hopefully, after going through the content above, you're well on your way to creating an incredible lead magnet for your audience.

Now comes the hard part—sharing it.

For some of you, it might be challenging to talk about yourself. Many creative people are just plain bad at self-promotion (I'm one of them.)

But every time I think about not sharing my work, I pull up this clip from Tyler the Creator, and it helps to reframe my thinking.

If you haven't seen it, it's a must-watch for anyone selling or promoting something they've created.


That's pretty good, right?

Now, with your self-confidence at an all-time high, where are the best places to share your lead magnet?

The best place is usually on social media. The baked-in network effects are undeniable.

Share a post on X, make your landing page your profile link on Instagram, or feature it in your TikTok story—put it anywhere that it has the potential to organically find a larger, yet still interested, audience.

And don't just do this once.

Do what Tyler says: Consistently and strategically promote yourself and your lead magnet whenever and wherever it's appropriate.

You might be surprised by how many potential customers you attract.

Putting it all together

Whew, we've covered a lot of ground! Let's recap:

Your lead magnet is the foundation of your online business, attracting your ideal clients and priming them for your paid offer.

To create a truly irresistible lead magnet, you need to:

  1. Understand your target audience inside and out
  2. Craft a valuable resource that solves a specific problem
  3. Choose a strong, clear name
  4. Promote it consistently and strategically

But your lead magnet is just one piece of the puzzle.

To create a thriving online business, you'll also need to focus on other key elements, such as your email service provider, circle of competence, welcome series, and more.

But for now, take a deep breath and pat yourself on the back. You're well on your way to creating a lead magnet that will attract your ideal clients.

So what are you waiting for? It's time to get creating!