Anatomy of a Lead Magnet
the offer you make to your ideal audience that
a) helps them solve a real problem/ get information/ win
b) positions you in your niche
c) is worthy of someone's email address
d) is not perfect, but delivers
(581 words)
Raise your hand if you have one of those file folders with all the free stuff you downloaded and then never looked at.
It’s the file folder of lost dreams and shitty lead magnets.
We all have one.
The internet is full of 💩.
Let’s stay out of there shall we?
A lead- magnet or opt-in offer is more than just a way to pad your list. It should be a strategic, evergreen asset that not only tracks back to your offers but also tracks back to what you want to build authority in.
Your lead magnet needs to be 100% customer-centric.
By looking at your pains and gains, you will start seeing opportunities for effective lead magnets.
Better yet- poll your existing audience or call them on the cell phone...
Before I created the list-building challenge (my lead magent), I asked my list what they were struggling with.
Here's what I heard:
I struggle to stay inspired and motivated to write
I struggle to figure out what to write
I am overwhelmed with the idea of writing weekly
I lack the accountability I need
I am exhausted from social and want to get off
Notice I didn’t start with the vehicle for my lead magnet, which could look like anything really.
Here are 20
e-book
Webinar
challenge
checklist
product demo
case study
email course
podcast
cheat sheet
swipe file
toolkit
planner
worksheet/ workbook
printable
resource list
calculator
generator
spreadsheet
consultation
discount
guide
template
quiz
I can go on, and you can google.When it came time to decide on the offer and vehicle of my lead magnet, I looked to statements like these from my clients:
“Getting super sick of the social media hamster wheel — I've taken 5 days off socials and I don't want to return, lol. Inspired as I figure out my own list in 2024.”
This is the VOC (voice of customer) that I used to build my entire lead-magnet mechanism and write the copy for the sales assets.
As you can see, I could have called this lead magnet a guide, an email course, and a few other things. I chose challenge because I know that my audience experiences feelings of avoidance and overwhelm when it comes to list- building. A challenge seemed like the perfect format to jolt people out of their inertia and into action.
Ready to make a lead magnet?
Using your customer research, define your lead magnet. What is your opt-in offer and what format will your lead magnet take?
Make the lead magnet. I am using Convertkit to run mine with LinkedIn as the top of my funnel and Canva for any graphic elements. It's pretty low-tech. You will have to figure out how best to deliver yours.
Remember: you don't need it to be perfect- you just need to deliver on the promise.
Questions?
I'm here
🪄D🪄