When you create a lead magnet it’s important to understand why you’re creating it. There are three main jobs of a good lead magnet.

from your perspective

  • Get them on your email list
  • Start a conversation and build trust
  • Make money

From their perspective

You need to provide something of value that solves a problem. So, assuming you create a lead magnet that does this, you will convince people to get on your list.

But that’s just the beginning. Once you get people on your list you need to start a conversation to build trust, then as you’re doing that you can promote your own products and other people’s products to earn money giving your audience exactly what they want. Let’s look deeper into each job of the lead magnet.

1. Get Your Targeted Audience onto Your Email List

When you truly know your audience, you can target them in such a way that the people on your list really need and want what you’re offering. You need to know the audience and know what they want in order to create an amazing lead magnet and give your audience something of value.

Doing this will build a very targeted list. When you have a targeted list they’re more likely to open your email and get the message. A lead magnet that solves a burning issue for your audience will accomplish that better than anything else.

2. Build Trust Through Conversation

Once you get an audience member on your list it’s now your job to give them such good information, such wanted information, that they will open each email that you send to them. When they do open them and read them they’re happy that they did because the value you provide is top notch and laser targeted toward your ideal audience.

Most successful email list owners set up at least a 30-day email series designed to help your audience get to know you, get to understand their problems and to start promoting your solutions to those problems. They don’t sell, sell, sell and they don’t bombard their users with information outside of their laser targeted niche. That’s how you’ll build trust by taking the long road to informing, teaching, engaging and encouraging your audience to act.

3. Earn Money Giving Them What They Want

As you get to know your audience more you’ll start understanding what they need. You’ll get to know their problems and understand what they need to be solved. Then you’ll also understand what’s within your power to help them solve according to your expertise or niche. The biggest trick to doing this is to give your audience what they want.

As you get to know them better through your interactions via your list, and by cross-promoting information about your social networks and so forth you’ll be able to do even better about giving them what they want through the products and services that you promote improving your return on investment exponentially.

When you understand the three main jobs of a lead magnet from your perspective and then match that with your audience’s perspective of needing problems solved you’ll create a winning lead magnet that gets results for both you and your audience.



Regardless of how you get traffic to your site, your goal is to get your website visitor onto your email list. One way to get them onto your email list is to offer a free lead magnet that is monetized in other ways such as via affiliate links, up-sells, cross-sells, and upgrades.

goal 1

  •  Get your website visitor onto your email list

As they join your email list, you can segment your subscribers according to the lead magnet topic they downloaded. This ensures they are interested in your products and services on the same topic. It depends on your audience, but ultimately after you get people on your list you want to quickly get them moved to your paid funnel.

Your paid funnel consists of list members who have spent money with you in some way. They bought a product. The bought a service. They signed up for something under your affiliate link that you promoted.

goal 2

  •  Get your website visitor quickly into your paid funnel

By give your audience ways to buy smaller priced products or services they will enter into your paid funnel. By paying for something they have now proven they want what you offer. Because of this, and the value of your products and services, they are highly motivated to buy more when it fits their needs and desires.

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goal 3

  •  Nurture the relationship with your customers

As you nurture the relationship you can market to progressively higher priced and more valuable products and services. You market to these customers differently to the subscribers on your list who have never spent money.

These are the people who are now truly part of your community, kind of like insiders, and the ones you want to start focusing on building tighter relationships with, learning more about, and creating new products and services for as you learn more about their wants, needs, and desires.

You still want to nurture the freebie list, but your goal here is to move them to the paid list.  A certain portion of your freebie subscribers, depending on how targeted your lead magnet is, will just be freebie seekers.

goal 4

  •  Turn them into lifetime customers and raving fans

Your paying customers are much more valuable than the freebie subscribers. But, the people who have paid for something, even if it’s small, have shown their commitment to the niche and can be turned into lifetime customers. Remember that goal as you move forward building your list with lead magnets as you also continue to grow your bottom line.



When it comes to lead magnets, you will want to create one that is designed to help promote each product or service that you want them to buy.

You may even need to create more than one lead magnet per product depending on how many subsets of types of audience members you have that need your solutions.

The great thing is that if you monetize each lead magnet you’ll end up getting paid while you’re also promoting your programs, products, and services.

Create more than one lead magnet 

Create Multiple Client Personas

  • Different audience will respond better to different marketing.

For example 

  • If you offer plant-based diet coaching as your flagship offer
  •  Some of your audience will already be vegan, and some will not be vegan.
  • Creating two different lead magnets based on these two audience personas will be beneficial in encouraging more people to come into your program.
  • The vegan people may be easier to bring in, but the non-vegan people can still benefit from your plant-based diet options if they feel accepted too.

 It’s a win-win for you and them.

Create One Lead Magnet Per Problem 

  • A lead magnet should be short and to the point.
  • It should solve one problem at a time and be super easy to implement and consumable in just a few minutes.
  • When you’ve built a community and start getting questions, each question is an opportunity to create a lead magnet. 
  • When you address the question, you’re on the right track
  • More sign-ups, more customers, more sales
  •  Remember to monetize each lead magnet that you create.

Keep Your Lead Magnets Updated and Current

  • You should keep your lead magnets up to date
  • Add new resources that are more current 
  • Recreating them due to new technologies exiting now.
  • You might even want to update them to give them a different look due to wanting to add more branding.

It’ll look newer and get more interest when you keep everything updated and feeling fresh.

Just remember that one lead magnet will not grab everyone’s attention. 

Different lead magnets designed to promote the same products can be designed and created for each subset of your audience which can exponentially expand your traffic, signups, and bottom line because you’re always speaking directly to your audience.

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