Lesson 2

What Lead Magnet Should I Create?

Ok, so by now you should be convinced. Lead magnets are a great way to generate more leads and strengthen your reputation with an audience. But what kind of lead magnet should you make?

An eBook? A podcast? How about an online course?

In this lesson I’m going to share some techniques that you can use to decide which lead magnets you should create for your business.

Planning Your Lead Magnet

When planning your lead magnet you should always keep in mind the impression that the finished lead magnet will project to readers.

You want your lead magnet to be irresistible so that website visitors think:

“I can’t believe they’re giving this away for free!”

If you can achieve this then your conversion rate will go through the roof.

What Makes a Good Lead Magnet?

According to the Blog Marketing Academy, an irresistible lead magnet should:

  •  Provide a specific solution for a specific market
  •  Promise one big thing (not a ton of things, or something vague)
  •  Lend itself to a known, specific end result
  •  Give immediate gratification
  •  Move your new lead down a pathway of belief that a solution is possible
  •  Have a high perceived value (in the sense that you just solved a nagging issue for them)

While it might not be possible to fulfil every one of these criteria with a single lead magnet, your goal when planning should be to tick as many of these boxes as possible.

The Reliable Three

If this all sounds a bit complicated, DON’T WORRY! There are three different types of lead magnet that you can rely on to meet these criteria 99% of the time. They are:

  1. Resource Guides
  2. Checklists
  3. eBooks

I’m going to walk you through three examples where experts have created each of these lead magnets so you can see what a good lead magnet looks like and how to replicate the success of the experts.

1. Resource Guides

The first lead magnet that we’re going to look at is a Resource Guide created by Neil Patel.

A resource guide is a collection of recommended items that the reader can acquire in order to achieve a better result.

These recommended items could be anything. From books to apps, websites or even physical products.

Neil’s Resource Guide is titled “10 Free Google Tools All Content Marketers Should Use” and includes a list of products that content marketers should use to improve their results. Resource Guides are effective lead magnets because people like to be able to buy something that will help them to achieve good results – there’s less less work involved than there is in doing the work yourself.

Screenshots of Neil Patel's lead magnet

This lead magnet is short and direct – it gives a brief overview of each tool as well as instructions for where people can get it.

This lead magnet is effective because it fulfils the following criteria:

  •  It is targeted towards a specific market (content marketers)
  •  People can acquire these tools instantly so it gives instant gratification
  •  It helps the audience believe that they can achieve better results
  •  It has a high value because the tools are recommended by one of the best content marketers around

2. Checklists

The next lead magnet that we’re going to take a look at is a Checklist that was created by Amy Porterfield.

A checklist is a series of actionable tasks that help the reader to implement a particular strategy.

Amy’s checklist is titled “The Project Plan Checklist” and aims to help people plan projects more thoroughly. Checklists are particularly valuable because they help to take a complicated concept and simplify it into a series of short tasks that anyone can implement one at a time.

Thumbnails of amy porterfield's checklist lead magnet

The checklist is quite short – just 3 pages. It is designed in such a way that the reader can print it out and physically check off each step as they complete the process. This adds to the sense of achievement and satisfaction that a reader feels when progressing through the list.

In this case the checklist was offered to readers in combination with an accompanying blog post to provide more context to the items in the checklist.

This lead magnet is effective because it fulfils the following criteria:

  •  Provides a specific solution for launching projects
  •  Promise one big thing – successful projects
  •  Moves the reader down a pathway of belief that successful launches are possible
  •  Has a high perceived value – this simplifies a daunting task

3. eBooks

Our final example is an eBook created by Brian Deane.

An eBook is a longer resource that gives a comprehensive insight into a particular topic.

eBooks are one of the most popular lead magnets because they help you to show the depth of your knowledge and go into the level of detail that would be too much for a standard blog post.

They’re definitely longer than Resource Guides and Checklists but don’t let that put you off – they’re not as tough to create as you might think.

Thumbnail images of brian dean's lead magnet

This eBook is titled “How To Get 25,000 Unique Visitors Per Month” and contains practical strategies for increasing traffic to your website. There are 26 pages in this eBook including lots of visual elements like screenshots to help complement the text.

This lead magnet is effective because it fulfils the following criteria:

  •  Provides a specific solution – how to increase web traffic
  •  Promise one big thing – 25,000 visitors!
  •  Lends itself to a known, specific end result – more traffic
  •  Moves your new lead down a pathway of belief that they can generate more traffic
  •  Has a high perceived value – increasing traffic is DIFFICULT

So Which Lead Magnet Should I Make?

Is this your first time creating a lead magnet? If the answer to this is yes, then you should create a Resource Guide.

Can you share practical, actionable advice with your readers? If the answer to this is yes, then you should create a Checklist.

Do you have a lot of content in your blog archives already? If the answer to this is yes, then you should create an eBook.


The truth is that each of these lead magnets are pretty easy to make. In the next three lessons I will show you from start to finish how you can make each of these in less than 10 minutes.