Lead Magnets That Captivate – How To Create One

People love free things. Fact.

If you see a free quiz or a free course that promises to solve all your problems, you’re going to go for it, right?

These free things are known as lead magnets, and their aim is to attract a specific kind of person and reel them in.

Businesses use them all over – you’ve probably seen hundreds of them in pop-ups, sidebars, and at the end of blog posts.

Once someone’s downloaded a freebie, they’re often put onto an email list and pitched a product – it’s kind of like the first base of marketing.

Lead magnets are great for getting people on your list. In fact, they can reach a 30% conversion rate as opposed to a measly 6-8% conversion rate that even the most optimized pop-up can generate.

However, the amount of subscribers you have means nothing if those people don’t convert into customers.

You might have 3,000 people on your list, but if not one single person has triggered that buy button on your product, you’re doing something wrong.

So, how can you make sure you’re attracting people who will actually buy from you?

How to Create a Lead Magnet that Attracts Customer.

1. Know Your Audience

Before you even think about creating your lead magnet, it’s vital that you know exactly who you’re targeting. When you know who your ideal customer is, you can gear the idea behind your lead magnet, the way you pitch it, and your follow up emails towards them.

Ask yourself these questions:

• What specific information is my target customer looking for?
• What knowledge do they already have on my industry or product?
• What knowledge gaps do they have that my competitors aren’t tapping into?

From there, you can research key questions on forums like Quora to find out the exact information your audience is looking for. It’s important to remember that assumptions don’t fly here – if you want a lead magnet that works, you have to create something you know your audience want and need.

2. Align your lead magnet to your product

The key to generating more sales with your lead magnet is to align your freebie with your product. If you’re selling travel insurance but your lead magnet is about food, you’re going to struggle to convert.

Think about your lead magnet as the first stepping stone towards your product. There are two ways you can make sure this happens:

Use a Similar Format

Firstly, you want to create your lead magnet in a format that your audience is familiar with, or a format that they prefer. Here, you’re prepping them for the sale, and if they’re familiar with one medium, you want to keep providing that so converting them isn’t such a big leap. Ask yourself:

• How does your audience consume content?
• What platforms are they most active on?

For example, if your product is geared towards busy moms, you might want to offer your lead magnet in a format that can be consumed on-the-go like these real food plans.

Taking it further, if your product is a video course, ideally you want to hook people with your awesome charm and charisma in a couple of free videos rather than with a bland written document so they know what to expect from your paid product.

A lot of people struggle to know what to give away for free in their lead magnet. The easiest way to get past this is to think about it as an introduction to your industry or product. Your product should reveal the “how”, whereas your lead magnet should uncover the “why”. Your aim here is to convince your subscribers they need your product in their life.

Hope This Helps

Ian Leishman

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