create lead magnets

How to Create Lead Magnets: Getting Started

The key first step to follow when you create lead magnets is to understand the specific market segment for your business. Then, you’ll need to identify the problem and craft a ‘promise’ for your segment.

With that promise, you’ll create a unique title and title and decide on the format. Finally, you’ll create your lead magnet.

Ready to learn the specifics of these four steps? Continue reading to learn how to execute lead magnets that are successful, will secure and nurture relationships, and generate revenue.

Choosing Your Specific Market Segment

The biggest mistake people make is trying to be all to everyone. Not just one specific segment. Let’s use the Internet Marketing niche as an example:

Say a new marketers creates a lead magnet titled, “How to Make Tons of Money in Online Marketing.” Evidently, this lead magnet targets ALL people who are trying to make money online. 

That’s a wide audience.

It’s a cliché, but it’s true: When you try to be all things to all people, you’re nothing to nobody.

But the more you can niche down your market segment, the more successful you will be.

This isn’t to say you can only target one specific niche. You can work in several different segments. You’ll just need to create several different lead magnets – one for each segment.

Here’s an Example…

Let’s say your company is in the online dating industry. You could create a lead magnet targeted at:

  • Professional women in their late 20’s and 30’s looking for the perfect husband.
  • Recently divorced men who haven’t dated in over a decade.
  • Widows over 40 who are lonely but afraid to date again.
  • Women who want to date younger guys.

Each segment has different fears, desires, challenges, and motivations. You could easily come up with a 100 possibilities, but it’s up to you to choose the right segment to target with your lead magnet. After you’ve decided, move on to the next step.

Crafting Your Promise

It’s time to make them a promise. The goal here is to enter the conversation already knowing your customer. Ask yourself:

  • Create Lead Magnets PromiseWhat are their concerns?
  • What are their fears?
  • What do they want most of all?
  • What conversation are they likely already having, and how can you enter that conversation with a promise?
  • What value can you give them that will be irresistible to where they are in life right now?

The value in your lead magnet should be ultra-specific and easy to consume. No courses here or 200 page books. 

You want your prospect to consume your lead magnet immediately when they receive it. If you send them a 200 page book, they’ll almost certainly set it aside for later. And later almost never comes. If they never consume the lead magnet, how can you prove that you know what you’re talking about? How will you prove your authority?

Another thing about writing entire 200 page books to use as lead magnets – what if you’re wrong? What if you pick the wrong niche to target, pick the wrong topic to talk about, or pick the wrong promise to make? That will waste time. Your goal is to create tremendous stand-alone value without getting complex or lengthy.

Here are some examples using the segments from our online dating company:
  • Professional women in their late 20’s and 30’s looking for the perfect husband –
    • These women know what they want and don’t want to waste time. You might promise to show them how to immediately filter out all the losers who will waste their time, and then show them how to find the hidden gems.
  • Recently divorced men who haven’t dated in over a decade –
    • These guys haven’t dated in so long, they’ve forgotten how to successfully approach women. So you might promise to show them ‘3 Simple Techniques to Start a Great Conversation with Any Woman’.
  • Widows over 40 who are lonely, but afraid to date again –
    • Widows typically feel guilty about dating. It’s also scary to them since they don’t have a clue how to date. But they do worry being alone for the rest of their live. They will need to take things very slow at first. So, you might promise to show them how to find guys who will start off by being friends, and then see how things progress from there.

Now you’ll want to write down some ideas of the promises you can make. Once you’ve got your ideas, pick one

You can always change it later.

Write the Title to Your Lead Magnet

Headlines and titles might account for as much as 80% of your lead magnet’s success rate.

Have you ever run across a lead magnet offer that sounded good, but the title didn’t quite push you over the edge into giving your email address?

Have you ever seen a lead magnet title that had you racing to give your email address without even thinking about it?

Naturally your goal will be to get your prospects racing to fill out the opt-in form without giving it a second thought, because they DESIRE your lead magnet and they can’t believe you’re giving it way for FREE.

If you have a lot of experience in writing subject lines, blog post titles and so forth, then you’re ahead of the game on this. OR if headline writing is new to you, you’ll want to do some research on how to write a great headline.


Create Lead Magnet HeadlinesRemember our promise to Professional women in their late 20’s and 30’s looking for the perfect guy. We promised to show them how to filter out all the losers who will waste their time, and how to find the hidden gems who will make excellent life partners. 

Our headline might be, “Professional Gals Only: How to Find Your Perfect Guy without Wasting Time on Losers, Deadbeats and Jerks.

You might even want to write several headlines and then whittle it down to 2 or 3 to test later.

Decide on What Type of Lead Magnet You’re Going to Create

You’ve chosen your market segment, made a promise and written a few headlines. Now you’re going to decide what format you’ll use to deliver your lead magnet.

Remember you want to keep it simple. Play to your strengths and choose something that will be consumed quickly.

Different types of lead magnets to choose from:
  • Report or Guide
  • Cheat Sheet
  • Case Study
  • Coupon
  • Software
  • and more

Now, choose which type of lead magnet you’re going to create, and we’ll move on to the next step.

You’ll Enjoy: Why Case Studies Deserve a Spot in Your Content Marketing Plan

Let’s Create Your Lead Magnet!

We’ve tested lead magnets and found several consistent qualities of the successful ones. And while your lead magnet does not need hit the target for every one of these criteria, the more you can achieve, the better.

One Big Benefit

Your lead magnet should deliver one big thing to your subscribers, rather than a bunch of smaller things.

For example, instead of offering the big encyclopedia of internet marketing, you might offer the one breakthrough method that netted you $143,548 in 6 months, or the one traffic trick that sent 54,032 targeted visitors to your site last month.


The more specific your lead magnet promise is, the better. The promise should be compelling to the people you are targeting.

Notice in the examples above we didn’t offer to show them how to make money – we offered to show them how we netted $143,548. We didn’t offer a traffic method – we offered a method that drove 54,032 visitors in one month.

The End Result

Your readers are searching for a specific outcome. So the question is, does your lead magnet get them closer to achieving that result?

For example, if they’re looking to get their child into college, you might offer a calculator that shows them how much they need to save each year, based on the child’s current age.