From one of the best articles on digitalmarketer.com:
- Cheat Sheet/Handout
- Toolkit/Resource List
- Video Training
- Software Download/Free Trial
- Discount/Free Shipping
- Blind/Sales Material
Here are some mind maps from these lead magnets ideas:
8-Point Lead Magnet Success Checklist
1. Ultra Specific
Do I sound like a broken record yet? I’ll repeat specificity more times than you can count because it’s just that important.
Lead magnets should NEVER be vague. They must offer an ultra-specific solution to an ultra-specific market.
2. One Big Thing
Everyone wants a “magic pill” or “silver bullet,” so it’s always better to make and deliver one big promise as opposed to a lot of little ones.
We showed you this example earlier a Lead Magnet that delivers on one ultra-specific promise…
Specific Lead Magnet
Now, take a look at this Lead Magnet that is specific (you know you’re about to learn the in’s and out’s of WordPress), but doesn’t deliver on “One Big Thing”…
3. Speaks to a Known Desired End Result
What does your market REALLY want?
If you can figure that out and offer a Lead Magnet that promises it, prospects will gladly give you their contact information.
4. Immediate Gratification
Avoid using newsletters and multi-day courses as a Lead Magnet.
Your market wants a solution and they want it now.
5. Shifts the Relationship
The best Lead Magnets do more than inform… they actually change the state and mindset of your prospect so they’re pre-framed to engage in future business with your company.
6. High Perceived Value
Just because it’s free, doesn’t mean it should LOOK free.
Use professional graphics and imagery to establish real monetary value in the mind of the visitor.
Neil Patel offers a course as a Lead Magnet on his blog.
Notice how the $300 price tag raises the perceived value of the free course. Neil offers high-ticket consulting, and this course works well to generate the right type of leads for his business.
That said, it would be interesting to test a more specific “chunk” of this course as a Lead Magnet.
7. High Actual Value
If your Lead Magnet is all sizzle and no steak, you may get prospects’ contact information, but you’ll lose their attention. To win, you must promise AND DELIVER the goods.
8. Rapid Consumption
You don’t want your Lead Magnet to be a roadblock in your sales funnel, so ideally it should be able to be consumed or experienced in fewer than five.
The Lead Magnet thank you page is often where we make our next offer.
If the Lead Magnet is difficult to consume (a 300 page book, a 30 day email course) the conversion rates on this offer suffer.