Oct 09

Tips to Create a High-Converting Lead Magnet to Attract Clients

Would you like to generate more leads online? The key to generating a new lead online is to create a valuable lead magnet that will attract your ideal clients.

And be sure to create a Lead Magnet that converts, meaning that a higher percentage of people that visit your Lead Capture Page opt in to your email list in order to receive your free offer.

So, what is a good lead magnet and how do you create one? Start with a problem your ideal clients have. You need to pick a tough topic, something that people struggle with.

For example, in the online world, people struggle with building their email list. They want to have a big list of people who want to hear from them.

Once you identify a problem, then you can begin working on your high-converting Lead Magnet.

There are generally two approaches you can take when creating a Lead Magnet. One is to focus on the problem and the other is to focus on the solution.

Problem-Oriented Lead Magnet

A problem-oriented Lead Magnet or free offer will help to clarify what your prospect is experiencing. It can help them understand the pain they are experiencing.

A problem-oriented Lead Magnet does not have to provide a solution, just the promise of a solution. In fact, a good Lead Magnet will lead the prospect to the next step, whatever that is.

And by the way, it’s important to understand what the next step is. Do you want them to schedule an appointment with you, attend a webinar, download an audio program, watch a video or buy a product?

You need to determine how best to capitalize on the opportunity. And the process does not stop once a prospect acquires your Lead Magnet. You should continue to follow up with a customized message, ideally through an autoresponder series.

Solution-Oriented Lead Magnet

The second approach is to focus on the solution. It’s okay to offer people a solution. You can explain what they need to do to solve their problem. In many cases, they won’t be willing or able to implement the solution themselves. By clearly explaining what they need to do, you will automatically position yourself as the ideal party implement the solution and solve their problem.

A common question I am asked is how long should a Lead Magnet be? It depends on your audience and your industry. You don’t want it to be too long because it will create resistance to taking the next step. In general, the shorter the better. You should be able to consume the content in less than an hour, whether it be written, audio or video content. It should be at least 15 minutes in length for an audio or video and a comparable length in written format.

When creating a Lead Magnet, think about how you are going to offer it.

You Can Offer a Lead Magnet through a:

  • Lead Capture Page (or squeeze page)
  • Blog
  • Email
  • Webinar
  • Phone call
  • JV Partner
  • Etc.

When creating a free offer, be sure to consider whether you will require an opt in. There are numerous benefits for lead generation by requiring an opt in. You can also just put a Lead Magnet on your website for anyone to find and download.

If you can get someone to simply download a free offer to their computer, you then own a space in their mind. They will think about you in the future and may come across your resource as they search their computer.

This is also a great approach when communicating with existing clients and prospects. You already have their email address. You can just offer them a free value-added resource to build trust and rapport and lead them to a next step in working with you.

I used to say it takes 7 points of contact before people remember who you are and what you do. But in today’s complex social media age, it takes more like 28 touches before you achieve the same effect.

So, you need to invest more time and energy into developing free content for your prospects and clients to acquire and consume.

Here are 7 Critical Benefits to Creating a Lead Magnet:

  • Create goodwill
  • Educates potential clients
  • Offers referral opportunities
  • Leads them to a next step
  • Creates desire for your products and services
  • Builds trust and rapport
  • Plants a seed for future sales opportunities

Are you a creative person? If so, then just go ahead and create a free offer. Put it out there. Allow people to benefit from the information.

If you can write a blog post, you can create a Lead Magnet. It’s mostly the same thing, just a little different format. And potentially with a different intent.

A good Lead Magnet has the potential to get people excited and anticipate it being released. You should consider how you market your new Lead Magnet to your existing list. This will also enhance sharing and referral opportunities.

A good evergreen Lead Magnet is worth its weight in gold. “Evergreen” simply means it will have value today, a year from now and possibly ten years from now. It’s not time sensitive. It doesn’t expire.

I want to challenge you now to create a new Lead Magnet in the next 30 days. By the way, remember that you can repurpose content for your freebie. There is really no reason you shouldn’t be able to accomplish this except for a lack of willpower or resolve to grow your business.

Think about it and get it done!

Have an idea for a Lead Magnet? Share it below!

Rick Cooper
Online Marketing and Social Media Trainer


  1. So many good points in your post–thank you! I need to keep reading and learning this and love your last statement–Get it Done! That’s exactly what I need to do. Good reminder that I need to remember what the goal is–not just to write something but to have a plan and a purpose–to know what the next step is.

  2. I’m creating a lead gen report now for my web site, so this information is very timely for me. I appreciate you explaining what makes for a good lead gen, I’ll certainly put that advice to use. Thanks, Rick.

  3. How do you get those related blogs to show up on the bottom of this blog? That’s cool!

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