How to create a lead magnet, step-by-step

Did you know? Email marketing is 5x more likely to be seen than a Facebook ad ??

While many small businesses tend to focus on growing their social media following, consider putting your resources towards building a solid email database. And to do this, you need a lead magnet.

But what is a lead magnet?

A lead magnet is an opt-in “ethical bribe”—something that’s going to help you to build trust, gain authority, and win new customers. 

It’s usually a downloadable piece of FREE content that your niche target market is compelled to get their hands on. 

Some lead magnets you can create:

• eBooks
• checklists
• how-to guides
• templates
• reports
• videos

For example, mine is my 1-Page Marketing Plan—and it’s been VERY successful.

BUT you’ll need to determine what works best for you.

Ask yourself:

1. What does my market want?
2. What is something that’s going to move the needle?

The key here is to make it compelling. If you choose a lousy or boring offer, it’ll fall flat. So here's my six step formula for crafting a lead magnet that converts.

STEP 1: THE BRIBE

Here you’ll want to ask yourself, What is the biggest outcome that you can give your prospects? Is it to lose weight, double their sales, find great talent? Whatever it is, the bribe needs to compel them to act.

STEP 2: THE TITLE

Think about what title is going to grab their attention and convince them to download your document. Here’s a great formula for writing a lead magnet title: X ways to Y in Z days/months.

STEP 3: THE PROBLEM

Remember you’re here to solve a problem, so you’ll want to demonstrate that you know where they’re coming from and you can relate to what they’re going through. Get under their skin and hit a few nerves. If you can describe what their problem is better than they can, you’ve got their attention.

You’ll first want to state what the problem is, and then validate it by drawing on a statistic. Next, you need to elaborate on the problem and demonstrate your knowledge. Finally, you’ll want to agitate and substantiate the problem.

STEP 4: THE OPPORTUNITY

Present an opportunity that will lead to a positive result which only you can help them to achieve. It also takes the reader out of problem land and points them toward a solution.

1. Start with the transition. It could go something like this, “Despite this, X is making more money, and working less. But how?”
2. Now paint the picture. You want to indicate what small change or tactic is going to change the way they do business and massively impact sales.
3. Tell a story. Get them to picture what the possibility of change could bring about.
4. Next, you want to substantiate the opportunity, then substantiate it again, and expand. Use facts and figures to back up your claims.
5. Now comes the direct focus. This is typically a statement that gets them to visualize what could be.
6. Lastly, transition to content. This states what your prospect needs to start doing to achieve X.

STEP 5: THE CONTENT

Put together an outline of what you want your lead magnet to contain and all the steps that need to follow. These can include—but aren’t limited to—creating your “ethical bribe,” writing and developing an opt-in page, and creating follow-up content to be delivered post sign-up.

STEP 6: THE CLOSE

Close with a question. Think of it like a call-to-action or an irresistibly intriguing offer—anything that will keep the conversation going. 

It could be for more information—to request a free consult or to demo the product. Maybe you want them to join a higher tier package or get a one-on-one class. Whatever it is, if you haven’t adequately laid the foundation for your offer, it won’t convert.

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