Craft a Killer Lead Magnet

A lead magnet is a free resource or offer you give away in exchange for contact information.

It could be a downloadable PDF, a short video tutorial, a free quiz, a live demo, or even a limited version of your service.

The goal is to provide immediate value so your prospects see you as an expert, see the results of your work, and are motivated to continue engaging with your brand.

Step 1: Identify Your Audience’s Biggest Pain Point

What to Do: Pinpoint a specific challenge your ideal customers face. Maybe they struggle with social media scheduling or have trouble meal planning.

Why It Matters: A laser-focused lead magnet that solves a real, pressing issue is more likely to convert.

Step 2: Choose the Right Format (or Freebie!)

What to Do: Decide whether a PDF guide, checklist, quiz, free trial, or sample service is best for your audience.

How to Execute: Reflect on your audience’s preferred way to experience value. Busy professionals might prefer a quick checklist or immediate free demo, whereas detail-oriented learners may appreciate a more in-depth resource. Still others may be most convinced by actually experiencing your product or service, so giving away part of your core offer might be the most impactful.

Step 3: Offer a Quick Win

What to Do: Pack your lead magnet with actionable tips or a compelling free experience. It should promise—and deliver—an immediate result (like a 5-step guide to doubling social media engagement or a sample of your best-selling pastry).

Why It Matters: When prospects see immediate value, they’re more likely to trust you and move further along in your funnel.

Step 4: Showcase Your Expertise (But Don’t Solve Everything)

What to Do: Provide enough depth to truly help, but leave room for your core products or services.

How to Execute: Think Alex Hormozi’s concept: a “complete solution to a narrowly defined problem.” Solve one chunk of the bigger puzzle. This naturally positions your paid offer as the next logical step.

Step 5: Capture Leads and Follow Up

What to Do:

1. 1. Create a simple or dedicated landing page (or pop-up) where visitors must enter their email (or phone number) to access your lead magnet.
   2. Once they submit their contact info, immediately deliver what you promised. That could be a download link or access to a free trial.
   3. Set up automated follow-up messages—via email, SMS, or both—to nurture them beyond the initial download.

Why It Matters:

• Collecting emails is the bread and butter of most marketing funnels. A strong list of qualified prospects is invaluable, as you can reach out to them whenever you have new offers or updates.
• Consistent follow-up builds trust and keeps your brand top of mind, eventually leading to conversions. Sending multiple, well-timed messages dramatically increases the likelihood that new leads will engage further.

How to Execute:

1. Welcome Email: Immediately send a thank-you note with a link to the lead magnet. Reiterate the value you’re providing.
2. Nurture Sequence: Over the next few days, schedule 2–3 additional emails that introduce your brand’s story, success cases, or invite them to take a next step (e.g., book a call, sign up for a paid plan, or request a demo).
3. Ongoing Engagement: Periodically send relevant content or offers to keep your leads “warm” until they’re ready to buy.

Success Metrics

Number of Opt-Ins/Downloads: How many people are trading their contact info for your lead magnet.

Conversion Rate: The percentage of visitors who download your lead magnet after seeing your offer.

Engagement Level: How many recipients open and engage with your follow-up emails or take advantage of the free offer.

ROI: The revenue generated from contacts who first entered your funnel via the lead magnet.

Big Brand Example

Dropbox

Dropbox famously started their initial growth by offering free storage space as a lead magnet. This tangible incentive solved a specific need (extra file storage), which helped convert free users into paid subscribers.

For other software services, you can add a limited, free version of your app with paid upgrades or subscription upsells. This is called a “Freemium” model.

Personify User Example

Reppert Auction School

Reppert Auction School has been teaching the art of auctioneering for decades. To attract a new generation of prospective students, Reppert introduced two high-value lead magnets that spoke directly to aspiring auctioneers’ key questions and concerns.

Lead Magnet #1: “5 Things to Demand From Your Auction School”

This practical checklist delivered as a free PDF addressed specific concerns (accreditation, instructor expertise, hands-on training) that prospective auctioneers have when evaluating programs. By positioning Reppert as a credible authority, this resource successfully funneled high-intent leads into paying students.

Results

• 160 qualified leads in 4 months
• Income was 3.5X initial investment

Lead Magnet #2: “Free Trial: Auctioneering A-Z”

Offering a “taste” of the actual course content gave potential students hands-on exposure to Reppert’s teaching style and curriculum. This preview built trust and showcased the value of paid enrollment, resulting in a stronger conversion rate.

Results

• 131 highly qualified leads in 4 months
• Income was 9X initial investment

Key Takeaways

1. Address Fears and Expectations: Reppert’s first lead magnet tackled critical questions that potential students ask before investing in an auction school, easing skepticism from the start.
2. Offer a Valuable Preview: The second magnet let prospective students experience the course firsthand—an excellent way to demonstrate quality and build confidence in their buying decision.
3. Steady Enrollment Growth: By combining targeted Facebook/Instagram ads with high-converting opt-in pages, Reppert steadily expanded its student base, generating a clear and measurable return on ad spend.

With two distinct lead magnets tailored to their audience’s needs—one informational PDF and one hands-on course preview—Reppert Auction School attracted qualified leads, nurtured them through meaningful interactions, and ultimately boosted enrollments in a competitive niche.

Minimum Viable Product (MVP)

If you’re feeling overwhelmed, start with the simplest version:

1. Create a one-page checklist or cheat sheet solving a small but significant problem.
2. Offer a free sample or trial session if relevant to your business.
3. Embed a single form on your website to collect emails or phone numbers in exchange for the resource.
4. Automate a single confirmation email to deliver the offer and say “thanks.”
5. Add a reminder or “check-in” email a few days later.

Even this basic approach can kickstart your lead generation and help you start building relationships.

Once your MVP is working, you can expand by creating robust automation and additional resources:

Multi-Part or Tiered Lead Magnets:

Offer multiple versions (e.g., “Beginner’s Guide,” “Advanced Guide”) to appeal to different audience segments in each of the 5 levels of awareness.

Extended Free Trials or Services:

If you have a software product, allow users a 14-day trial with limited features. If you’re a consultant, consider a short “mini session” of your expertise.

Automated Nurture Sequences:

Below is a simple 5-email follow-up sequence you can adapt for your brand:

Welcome/Delivery (Immediately):

• Subject Line: “Your Free [Resource] is Here!”
• Body: Thank them, restate the benefit, and provide immediate access to the resource.

Value Add (Day 2):

• Subject Line: “Quick Tip to Maximize Your [Resource]”
• Body: Offer a bonus tip or related insight. Invite them to reply with any questions.

Social Proof (Day 4):

• Subject Line: “Success Stories: How [Resource] Helped Others”
• Body: Share testimonials or case studies. Encourage them to try the next step.

Personal Connection (Day 6):

• Subject Line: “How Can I Help You Further?”
• Body: Ask about their challenges. Prompt them to book a call or schedule a demo.

Next Offer (Day 10):

• Subject Line: “Ready to Take the Next Step?”
• Body: Present your primary offer or a low-tier paid option. Emphasize the benefits and include a strong CTA.

Behavior-Based Triggers:

• If someone clicks a link about a specific product, send them more info on that product.
• If someone hasn’t opened your emails, re-engage them with a special offer or a reminder email.

To create, design, and automate your lead magnet, you have two main paths: using a collection of specialized apps or using an all-in-one platform like Personify.

Option A

Using Separate Tools

1) Content Creation

Google Docs or Microsoft Word: Ideal for writing your guide or checklist. Both offer a free web-based version and are great for collaboration if you have multiple team members editing.

2) Design

Canva or Picsart: Drag-and-drop design platform to make your PDF or infographic visually appealing. Choose from thousands of templates and customize with your own branding.

3) Form Builder

Typeform, JotForm, or Wufoo: Create interactive forms or pop-ups where visitors can submit their contact info to access your lead magnet.

4) File Hosting

Google Drive or Dropbox: Store your PDF or digital resource and generate a shareable link.

5) Email Automation Software

Mailchimp, MailerLite, or any dedicated email marketing platform. Avoiding full CRM tools, these services let you set up automated welcome emails and follow-up sequences based on user behavior.

Workflow Example:

1. Write your content in Google Docs.
2. Polish it with Canva (add graphics, branding, etc.).
3. Upload the final PDF to Google Drive or Dropbox.
4. Build a form in Typeform to collect emails.
5. Connect Typeform to Mailchimp (via a native integration or Zapier) to automatically add new leads into an email list.
6. Create an automated email sequence in Mailchimp to deliver the PDF link and follow up over the next few days.