This lead magnet grabbed my attention at the right time, with the right topic. And just like that, this food blogger grew their email list.
So what makes a great lead magnet? And how can you create
one that people can’t pass up?
1 - Right topic, right time
This may sound obvious, but you’d be surprised how many lead magnets I come across that are not relevant to me or what I’m looking for.
For example, let’s use my search for
“meal ideas for picky eaters”. If that blog with dinner recipes had a lead magnet for “quick dessert recipes”, I would not have signed up. That lead magnet will appeal to some people, but it won’t lead to as many signups if it were more relevant to the blog I was reading.
This may mean that you need to create multiple lead magnets, but the effort may be worth the
return.
Now I’m not suggesting you create a lead magnet for each blog but you may be able to group topics together.
Using this food blogger as an example, they break their blog content down into categories. You can find content for chicken,
pork or beef recipes just to name a few.
So maybe you start with your 2 - 3 most popular categories and create a lead magnet that would appeal to people reading that type of content.
If you notice that more people are signing up for
your list, then expand your lead magnet efforts to another relevant category.
Need some help writing your lead magnet, check out this guide on creating a lead magnet in less than a day.
2 - Something they can’t get anywhere else
Think about what sets your brand apart. What unique insights, knowledge, or expertise
do you possess?
Your lead magnet should highlight this distinct advantage. Whether it's a specialized guide, exclusive recipes, or a unique tool, make sure it's something they won't stumble upon with a quick Google search.
More people
will gladly give you their email address for a lead magnet that has a perceived uniqueness, compared to one they can find anywhere.
3 - Solves a problem
Consider the specific needs and challenges of your audience. Your lead magnet should address these pain points in a way that resonates with them.
By offering tailored solutions, you demonstrate a deep understanding of their concerns, making your lead magnet more valuable and enticing.
Just take my example, while my search was about dinner ideas for picky eaters, the lead magnet resonated with me as a parent of three kids who are
involved in sports and other activities.
4 - Grab their attention
You can have the best lead magnet. Something that solves a problem, that they can’t get anywhere else, and is the right topic at the right time. But if your sign up form or page isn’t appealing, you just lost an opportunity to grow your email list.
Your form doesn’t need to be overly complicated. Include a visual that relates to the lead magnet or benefit they’ll get, a strong headline, and a short sentence about the lead magnet.
Let’s look at the Fed & Fit example.
1 - Strong, attention-grabbing visual
