What is a Lead Magnet – and how do I produce one?
Far from being a gadget that attracts a certain type of metal, a lead magnet is a piece of marketing collateral that you offer to your website visitors. They can receive it by signing up and giving you their email address.
A lead magnet is typically (but not exclusively) a guide, checklist of steps and tips or a short e-book that offers your prospects practical value, insight or inspiration.
Once someone has signed up they can get immediate access to the download, or you can email them a link.
A lead magnet is intended to inform your reader, and persuade them to take the next step in their journey with you.
As such it needs to be well-written and presented, in a relevant and relatable way. It also needs to reflect your personality or brand – and engage your reader in a conversation that they wish to continue with you.
Examples of lead magnet topics might be:
✔️6 things to ask when choosing a [B2B copy writer]
✔️How to [create the perfect Case Study]
✔️7 mistakes to avoid in [website content]
✔️10 tips for [reenergising your website copy]
✔️Quickstart guide to [marketing campaigns that convert]
✔️25 reasons why [your copy isn’t working]
Obviously, replace what’s in brackets with your own specialism.
To identify your particular lead magnet, get thinking about these types of questions:
❓Why do people choose to work with me?
❓What do I know about in detail – that it would benefit others to know?
❓What do my existing customers most appreciate about me?
❓What is easy for me – but which others find hard?
❓What’s the most valuable thing I offer?
❓How can I get people interested in the most valuable thing I offer?
❓What kinds of things do people get out of the most valuable thing I offer?
❓What knowledge and expertise can I give away for free?
And if you need some help, drop me a line juliet@casestudywriter.co.uk.