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What is a Lead Magnet? 11 High Effective Ideas & Examples

Lead magnet ideas and examples
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“Magnet” is an interesting word used to describe something attractive. In marketing, we have a “lead magnet” to attract customers and gain a prospect’s contact. So what is a lead magnet? How does it work? 

Lead magnets determine who subscribes to your list and how they interact with you. When you do it properly, there will be higher chances of future purchases.

My goal in this post is very simple.

  • Help you understand what lead magnet means in your business.
  • Show you lead magnet ideas and examples that exist, which means you have learned and modeled from what already works from different types of business.
  • Show their website, so you can “Lead Magnet Hack,” which means you can opt-in, leave your email address, and discover what happened inside their funnel.
  • Which of these lead magnets mistakes will you make in each idea?

Now let’s jump straight in!

What is a Lead Magnet?

A lead magnet is an appealing marketing tool that creates leads by giving a lengthy resource to get a prospect’s contact in return. Ebooks, webinars, templates, and other downloadable materials are examples of lead magnets.

A good lead magnet can generate thousands of leads per month for your business.

In addition to assisting you in boosting your lead generation, lead magnets can provide practical advice that can help solve the problems of potential customers.

Acquiring an email list is the lead magnet’s prime purpose. Only those who are interested in your material join your list and agree to receive emails from you. 

Great lead magnets can keep them longer and persuade them to submit their contacts to those who just read and then leave your page. 

Your lead magnets must cost you little to nothing to make and share because you’ll give them away for free. Ebooks are among the most often used magnets.


Bottom line: A lead magnet is a quick and easy way to build your email list and increase subscribers. It’s usually put on the awareness stage of the marketing funnel. They are the perfect connection for prospective buyers who have never heard of your brand, products, and services.

How Does a Lead Magnet Work? 

You may attract hundreds of new prospects and blow up your sales funnel with terrific lead magnet ideas. Yet, for lead magnets to be successful, you need to design your conversion route as follows: 

  • CTA: You must include a Call-To-Action (CTA) that draws attention to the lead magnet’s interactive offer.
  • Landing page: The lead magnet’s landing page is where you acquire the web visitor’s information. The CTA will lead visitors to this page, where they will submit a form about their name, contact, email address, and other relevant info you’ve determined as crucial. 
  • Thank you page: Never underestimate the significance of kindness. Make sure to say “Thank you” to every new member of your website.  Try to design a humorous thank-you page and show your appreciation for your client’s time. After the thank-you text, you can also add another CTA to a more tempting offer.
  • Follow-up emails: Your message to the lead immediately after the exchange is the follow-up email. This email marketing strategy aims to keep the lead’s interest in your business by starting a conversation with them.

Objectives Of A Great Lead Magnet 

If you want to create an effective lead magnet, you should know its primary purpose. These objectives are important because they will better understand how the lead magnets work to serve your company’s growth. 

The best lead magnets can deal well with two objectives: attract the right audience and identify leads for purchasing. 

Attract the right audience

“The more, the better” is not the idea of lead magnets. Lead magnet A may get more subscribers than lead magnet B. However, the latter has highly-qualified leads, making it a superior choice. 

Please note that quality is essential when assessing a lead magnet. You want to earn more leads, but make sure that none of them are outside the niches. 

When creating a lead magnet, make it hit on every point on this checklist:

  • Promise: Give your prospect a promise about something you can give them in exchange for their info
  • Target: Have your target audience in mind while composing the magnet form.
  • Key benefits: Highlight all the important benefits that the lead can receive from your lead magnet. 
  • CTA: Encourage the prospects to take action, submit their email address, and get the lead magnet. 

You are halfway successful in attracting the right audience, but you still need to work on one more thing.

They can be the prospects you are looking for, but your ultimate goal is the purchases. So let’s move to the next part to address this issue. 

Identify leads for purchasing.

Visitors clicking the “Subscribe” button doesn’t mean that the lead magnet has ended. Instead, it’s just starting. 

The lead magnet sets a tone for your interaction with your lead. Therefore, even if you manage to attract ideal leads, it won’t matter much if they have a horrible experience with your campaign.

The most challenging aspect of this second goal is actually preparing the leads for purchase. You have to do much more than just avoid making your leads annoyed.   

The leads simply asked you for some information. And you cannot make a pitch designed to get leads. That disproves everything we just stated.

First, keep your promise. But make the most of any opportunity you have to prove your expertise, emphasize your value, and create an image of yourself as a fantastic investment in their eyes.

Effective Lead Magnet Strategy 

No matter what kind of lead magnet you use, you only have two objectives to target. To achieve both, keep these tips in mind to build a good lead magnet strategy. 

1. Know your Audience

Offering your audience something they want to get their contact information is the objective of a lead magnet. You need to be aware of the user personas you aim for and the offers that appeal to them.

For example, you run a marketing agency and work with two personas with different characteristics. You need to develop different plans for them. 

  • Persona 1: These prospects are beginners. They don’t understand the marketing principles and lack the tools to foster their business growth. 

-> To solve their problem, you can offer them knowledge-based magnets, such as ebooks or tutorial videos. 

  • Persona 2: These prospects have experience and know how to manage their marketing campaigns. However, they are too busy to handle all administrative tasks. 

-> You can help them speed up some marketing process steps by giving them resource-based magnets, like tools and templates.  

You will never run out of brilliant lead magnet ideas if you take the time to learn about your audience before developing your lead magnet plan.

2. One Big Promise

Finding out what amuses your audience’s pickle wouldn’t be tricky if you knew them well. After carefully analyzing your target, the next crucial step is to make a promise. 

Consider the one thing you might provide for markets of both personas to get them to visit your establishment or conduct an online purchase.

Perhaps a free eBook on the most powerful marketing tips will work for the first persona. Meanwhile, the second persona may prefer eye-catching templates to design their landing pages. 

3. Ultra-specific Offers

Although exploring multiple possibilities when developing your lead magnet strategy is acceptable, wait to launch your campaign until you have an ultra-specific offer.

An ultra-specific offer can be one of these options:

  • A giveaway competition
  • A buy-one-get-one discount
  • An ebook about the best tips in the field 

Without a specific offer, lead magnets can cause customer confusion. We can confirm from experience that complicated and confusing lead magnets usually fail.

Easy to Comprehend 

Once you’ve identified the ultra-specific offer, it’s time to design a lead magnet that fits it. Your magnet’s effectiveness depends on how helpful your audience finds it.

For example, most marketers will undoubtedly appreciate it if you provide them with a 50-page PDF ebook with powerful marketing tips. How many of them, though, would read it? 

While using long, hefty lead magnets seem fine, avoid complicating the process. Make the lead magnet simple to scan through and comprehend instead.

An Immediate Offer

It’s better to employ a professional eCommerce marketer to help you create your lead magnet. Since they take advantage of the immediate offer you present, lead magnets are successful.

The power of immediate offers will surprise you. All you need is to highlight the “NOW.” For example, as a market choosing an agency to work with, which do you prefer:

  • A free ebook showing amazing advertising tips that need 10 days to complement
  • A free ebook with tips that you can try straight away. 

The second option will bring more leads because they can see the result immediately. This rule applies to all types of lead magnets.

High Actual Value

Your offers are free, but they have value. Don’t let your website visitors think that you are using desperate tactics for their contact information.

The right lead magnet for your campaign has an appealing appearance. Stunning designs will make it attractive, so prospects will want to click on it. 

Another idea is to avoid exaggerating the value without putting money into the actual worth. Don’t accept generic stuff; create something worthwhile.

Lead Magnet Ideas & Examples

1. Guides

This is an ebook (or PDF version) to help you educate your market, warm up, and build relationships very well. If you have a good ebook and demonstrate your expertise in the field. Your subscribers will trust you and easy to buy your products in the future.

Mistakes: Nowadays, most people are busy and lazy to read ebooks. If you can’t engage them in those first pages, the ebook cover has an ugly design or outdated content. It will be useless and convert poorly.

Pro tips:

  1. Research on Amazon and Quora to find out what people are asking and interested in.
  2. Search on Buzzsumo or Ubersuggest to find out the article that has more like and shares.
  3. Take the ideas and combine them with your experience and knowledge into the ebook. (You can hire a copywriter to write the book for you instead)
  4. Create a table of content with more curiosity headline
  5. Hire a freelancer on Funnel Rolodex or Fiverr to create the book cover.

Take note: You can use the PRL (Private Label Rights) to give away. It is cheap and saves time. However, most PLRs are outdated these days. So make sure you read it first and combine all of them to create high-quality content.

let’s look examples below, you can see how they’re offering the ebook guide

Lead magnet examples: The Ultimate Email marketing metrics guide
The Ultimate Email Marketing Metrics Guide (& Tracking Sheet) – Digital Marketer
Lead Magnet Ideas: 7 Monstrous Ways to Improve Your AdWords Performance
7 Monstrous Ways to Improve Your AdWords Performance –
lead magnet examples: Primer On Travel Hacking
Primer On Travel Hacking –
Lead magnet examples guide: BICEPS BLACK BOOK

2. Report

Free reports work very well in B2B businesses, and any industry can build and collect data, statistics or research.

You can create a product catalog, and collect the data yourself, or you can research and pull together data from different sources into one, combine them, then have a comprehensive report.

Pro tip: Convert your data from numbers to infographics, diagrams, and charts for increased user experience.

Here are a couple of examples of free reports.

lead magnet ideas free report: state of local SEO industry report 2020
State Of Local SEO Industry Report 2020 – Moz
The Kiss Test –
Facebook Ads Evaluation –
Digital strategy data 2020 –

3. Checklist/Cheatsheet/Recipes

Checklists and Cheat sheets are one of my favorite lead magnets because you can create so fast and easily consumed. A checklist only has one or two pages. For example, after you read my blog post “lead magnet examples,” I can offer you a checklist to create a lead magnet for FREE.

Similar to checklist is the recipe.

Recipes usually use in the health and fitness industry. Where you can share with your audience cookbook, diet food recipes, Recipes for muscle building, etc.

Here are three examples of checklists you can take the ideas

Low Carb and Keto Food List –
99 Instagram Secrets –
137 Amazing Instagram Ads –

4. Resources

The list of resources really valuable for your subscribers. They will save a lot of research time for them.

Your resource should be useful for your users. It’s maybe a list of templates, libraries, collections, mind maps, swipe files, etc. There are so many businesses out there using the resource to list building and generate a huge of leads (email subscribers) every single month for FREE.

So, why not collect items today and offer a free resource in exchange for an email address?

Resources list: sales-funnel-template-powerpoint
Infographic Template in Powerpoint – Hubspot
Resources: Sales-Funnel-Excel-Template
Sales Funnel excel template –
Resources list: Facebook-Ads-for-churches
Facebook Ads for Churches – (not available now)

5. Video Training/Mini-course/ membership site

Video is a current trend in online marketing.

It’s more entertaining and helpful for users. It’s also educating your market better than the ebook guide. You can put yourself front camera or screen share and show your expertise to help you boost your brand very well.

Mistakes: Video is often more valuable than an audio version or text format. However, whether you are using slides, animations, screen sharing, etc. If you’re boring or using a robotic voice, it could break your video, and the conversion will drop, even though your content has more value to them.

10X Secrets Presentation –
Affiliate Video Training
Affiliate video series training –

6. Newsletter

The newsletter is a powerful type of lead magnet for bloggers. It’s usually put on the home page and at the end of the blog post. There are millions of blog posts published every day, pick 3-5 best websites to read is necessary. The best part of the newsletter is people are always ready to receive new posts from you than other lead magnets and are more comfortable with that.

Backlinko newsletter lead magnet –
Hubspot newsletter –

7. Software/ Free Trial

Software lead magnet is suitable for apps, SAAS, and traditional software companies.

Large company call to action to sign-up 7 -14 days trial of their product or request a demo for free before purchase. Don’t misunderstand that other businesses can not use software or app to generate leads online.

For example, in the supplement industry: You can create an app that teaches people to do exercises or Gym at home and then offer your supplement for them.

Pro tips: No credit card required can help increase conversion rates.

Free software: The Secrets Super App –
Diet Doctor Plus Free Trial –

8. Service Schedule

Use the Service Schedule when you sell high-ticket services, B2B or Agency. People visit your landing page, leave their contact information and make a phone call.

The result of this lead magnet depends on the salesperson or expert, who interacts with your consumer and closes.

Neil Patel consulting –
Plumber Schedule Online –

9. Free + Shipping/ free shipping

Free & shipping lead magnet is a hot trend these days for authors. They usually give away the book for free and request a small cost for shipping.
In fact, profits do not come from the book; it’s from upselling.

Different from free & shipping, free shipping is people make a purchase first, then you ship the product for them for free. This is one of those things that many people want when shopping online. It works in e-commerce and physical products.

Traffic Secrets Book funnel –
Underdog Advantage Book Free & Shipping –

10. Webinar

People love videos. So webinar is also a great way to capture new leads.

Unlike video training, a webinar combines video and seminar, is available at specific times, and may have only a limited run. So it’s focusing on the “fear of missing out.”

Use can use webinars when launching new products, educating your market, or selling/upselling an information product from a $300 – $1997 price.

Spencer Mecham Affiliate case study webinar –
Knowledge Business Blueprint Webinar
Tony Robbins & Dean Graziosi Knowledge Broker Blueprint –
Funnel Scripts Webinar Demo –

Be careful: Don’t use webinar lead magnets if you lack confidence or have never created any video before. I admit you can make tons of money if you do it right. However, creating a webinar presentation of over 30 mins is hard.

Pro tips: Create multiple video training before being confident and controlling your voice first, then you can try the webinar later. Make sure to read the Expert Secrets book ($9.95) first to discover how to build powerful scripts for your presentation.

11. Coupons/Discount Codes

Coupons are an old-school lead magnet for eCommerce stores. The benefit to this type of lead magnet is it does not only help you build a list but also a “smart list.” (people who are ready to buy)

Via Convince & Convert, 93% of Shoppers Use a Coupon or Discount Code Throughout the Year. This means customers are always looking for a good deal before purchasing.

Pro tips: Only offer coupons during specific periods and limit to quantity or periods.

Discount 10% offer –


The idea of lead magnets is to give before you can get them. You can make things work out well for everyone if you emphasize a piece of material that is beneficial for your customers. 

Instead of basing your lead magnet on poor bribes, be honest with your offer, take ownership of the material you offer, and promote with value. Then, you will have a perfect lead magnet. 

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Key Nguyen

Key is the brainchild behind You'll often find him analyzing conversion rates, tweaking landing pages, and exploring new marketing automation software. He loves to write about sales funnel building and is always tinkering with the latest conversion optimization techniques!

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