Sales page and sales funnel
Lead magnets: the free offer that fills your sales funnel (8 examples)
A lead magnet is a free resource you offer in exchange for an email address. Not every visitor is ready to buy on their first visit. A good lead magnet keeps you in touch with them until they are. In this article: how to choose one, 8 examples based on what you sell, and how to create yours in a weekend.
4 min read
In this article
What a lead magnet is for
In a sales funnel, it bridges the gap between “just discovering you” and “ready to buy.” Visitors leave with something useful, and you get a way to reach them if they agree to receive your emails. Your follow-up emails show what you know, then introduce your product.
Ask for permission to send marketing emails separately from the download, with an unchecked box, and include an unsubscribe link in every one.
What makes a good lead magnet
- It solves a small problem, fast: in 10 minutes, not 3 hours.
- It leads to your product: it helps with the first step, and your product takes care of the rest.
- The title makes it clear: “The 12-point checklist before you launch your course” rather than “My free guide.”
8 examples based on what you sell
- Ebook: the first chapter, or a summary of your method.
- Online course: a mini-course with 3 short videos, or the template you use in module 1.
- Coaching: a self-assessment quiz, with results sent by email.
- Canva templates: one free template from your pack.
- Notion templates: a simplified version of your dashboard.
- Freelance services: an audit checklist (“10 things to check on your website”).
- Paid newsletter: one free issue, picked from your best.
- Online workshop: a recording of a past workshop, or its materials.
Create your lead magnet in 5 steps
- List the questions your customers ask before they buy: the most common one is your topic.
- Pick a format that’s quick to get through: checklist, template, mini-guide, short video.
- Make it in a weekend: if it takes you a month, it’s too big.
- Write a sequence of 3 emails: one to deliver the resource, one with an extra tip, one to introduce your product.
- Get it seen: a dedicated page, a link in your bio, Pins, a mention at the end of your posts.
Common lead magnet mistakes
- A lead magnet so long that people download it and never open it.
- A topic unrelated to your product: you risk attracting people who aren’t interested in your offer.
- No emails after the download: people forget about you fast.
- A free offer buried at the bottom of your website.
What comes next?
A lead magnet only fills your funnel if people see it. Feature it wherever people discover you, from your bio to your Pins. Ask complementary businesses that already reach your customers to share it with their audiences, too.
Frequently asked questions about lead magnets
What is a lead magnet?
A free resource (checklist, template, mini-guide, video) offered in exchange for an email address. It gives visitors who don’t buy right away an opportunity to stay in touch.
Is a lead magnet the same as a freebie?
Almost. A freebie is anything given away for free, not necessarily content. A lead magnet collects contact information and introduces people to your offer.
Do I need an email tool?
It’s useful for delivering the resource and sending follow-up emails automatically. Some tools offer a free plan to get you started. Check that it includes the automations you need.
How many lead magnets do I need?
One good one, to start. Add more once you know which one brings in buyers.
Where should I start?
Write down the question your customers ask most, turn it into a checklist this weekend, then create your Partn page and add a link to your free resource’s signup page.
