Lead magnets

Lead magnets trade specific value for email subscription. Good ones convert 20-50% on landing pages.

Formats

• Cheat sheets
• Templates
• Email course
• Free chapter / guide
• Calculator / tool
• Video training

Quality bar

Good lead magnet is useful enough that someone would pay for it. Doing less destroys trust.

Specificity wins

'Content marketing guide' underperforms '7-email cold email sequence that booked me 40 calls'.

Delivery

• Welcome email with the magnet
• Set expectations for what else they'll receive
• Immediate value, not an intro

What to do with this

• Rename your lead magnet to pass the specificity test, if a competitor could use the same title, you're attracting the wrong leads
• Track downstream conversion (to paid), not just opt-in rate, a high-opt-in magnet with 0% paid conversion is a list-quality liability
• Build the post-opt-in email sequence before launching the magnet, silence after download is the most common activation leak
• Keep the magnet consumable in under 15 minutes, longer magnets have lower consumption which kills downstream engagement
• Retire magnets that stop converting to paid, one-off lead magnets go stale, rotate new ones every 6-12 months