The Ultimate Lead Magnet Handbook

Published on:
March 26, 2021

Discover How To Double The Usual Amount Of New Subscribers Inside Your Email List

1. Introduction To The Lead Magnet Concept


A lead magnet is a short piece of content that you give/sell to new subscribers to incentivize them to join your email list.

Against popular belief, it doesn't mandatorily need to be handled after subscription and it doesn't need to be free. Its goal is to get qualified people inside your email list and giving away free information before asking people to join is the perfect way to filter uninterested people.

As far as getting new subscribers, you don't necessarily need a lead magnet, and in fact, there are advantages to not having one. For example, you'll not attract freebie hunters that only want to get inside your newsletter to satisfy their profane curiosity.

The problem with this type of person is they'll hardly care about what you have to say. They joined for the freebie, not for the content itself. When facing this scenario you either shock them so hard with the quality of your freebie, or you will most likely turn into another unopened newsletter on their inboxes.

That's the major problem of lead magnets. They can and will attract the wrong type of people, and if they're not carefully thought they can repeal the subscribers instead of attracting him.

With that in mind, I want to go over a few golden rules, that you need to carefully go over before start building your lead magnet to prevent having it from having the reverse effect.


2. Bulletproof Rules To Create An Effective Lead Magnet

As we've seen in the chapter above, using the wrong lead magnet can work against us, so to prevent that, here is a checklist you can use to craft an effective lead magnet.

Easy to consume
Single Idea Oriented
Congruent with your overall content
Congruent with your paid products or services
Solve a problem the reader already knows he has

A good lead magnet leads people from point A → point B. That should be your mental model while creating something.




The lead magnet is the first impression your reader will have from you or at least from your list, and you know what they say about first impressions - they better be good because you don't have a second chance.

Let's go over the different formats of lead magnets you can use to attract new subscribers.

3. 7 Different Types Of Lead Magnets

The beauty of lead magnets is they're as mutable as it gets. There are dozens of ways to create content that attract new readers, and I'll go over my favorite and those who I feel are the most hassle-free to create.


Email-delivered guide

Long story short, all you need to do is have a sequence of emails (triggered upon subscription) that teaches people on a particular subject or that challenges them to achieve something.

I like this model because you enforce people to open your initial emails to receive the free content they want to read which creates in them the habit of reading your emails.


Lead Magnet 3.0

One of my favorites way to get new leads, and one that I learned from this blog post.

The concept behind it is to deliver the value upfront instead of using the subscription as the gateway.

I love this because the people who get inside are usually already highly interested in what you have to say and it filters those who're not committed enough in learning from you.

A great example of this in action would be a Twitter thread or a blog article that promotes the newsletter right beneath it.


Cheat sheets

If you use any cheat sheet to do your work, there's a good chance that will also be useful for your readers.

For example, if you're a copywriter you can handle a cheat sheet of power words you use to write more persuasive copy. Or if you're a fitness trainer you can handle people a list of protein-rich foods people can grab at the supermarket.


Case Studies

These are the best if you sell a service and want to gain instant authority on the eyes of your readers.

Having a case study proves you've done successful work before and displays your process to newcomers (who might as well become future clients.)



Checklists are insanely easy to consume and valuable for someone that's learning how to do something for the first time or that needs a sort of step-by-step list to not get lost in a given process.



They're one of the easiest ways for your reader to gain instant ROI on your lead magnet.

It can range from email templates to social media content to cold outreach messages templates.


Short eBook

As much as I like this one, it has the biggest caveat of them all.

People are sick and tired of downloading eBooks they never read (sometimes even paid ones), so making them free can be dangerous.

If you choose this one, make sure it checks every field of the list in the chapter above, else you're just losing your shot at creating and long and lasting good impression.

With these 7 different types of lead magnets in mind, you have to figure out which one will be most beneficial for your audience. The goal is not only to get people to join your list, but also to make use of what you're giving them, and to further develop curiosity for your paid offers.

4. Free vs Paid

As I've mentioned at the start of this article, a lead magnet doesn't have to be a freebie.

It simply needs to get the job done on attracting new leads to your business.

Both have their unique advantages and disadvantages, and ultimately having both a free option and a paid option should be your goal to create a big and responsive list.

Even if you choose the free lead magnet you still have promote it as you were selling it.

If you don't sell your idea or solution there's a great chance people will download it for the sake of it.

Whenever you promote it, make sure to specify in the copy who's your lead magnet to and what problem does it solve.

Once you get people inside your list, your next challenge is to write emails people want to read. One of my favorites frameworks is called AIDA and you can use it to write high-converting emails people will read from top to bottom.

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