Lead magnets are an essential part of your sales funnel. You can give your ideal customer free content, in exchange for an email address and get them to opt in to receive further emails from you. If you have the right lead magnet for your business, it’s a great list building strategy that works really well.

But what if you don’t yet have a lead magnet? How do you decide what to create one about and how will you know if it’s the right lead magnet for your business?

Don’t panic! You don’t need to spend ages googling for answers, as here’s everything you need to know to get started!

Think about what your clients need help with

The right lead magnet for your business is the one that helps your client. It doesn’t have to be fancy, long or complex – it just needs to help them. So think about the problems and pain points your client has. What one can you focus on in your lead magnet?

How can you solve part of that problem quickly and easily?

To help you decide, ask yourself which problem can you solve quickly and easily? Because, if you want a lead magnet that’s a good resource, it needs to actually help your client. You want something that will move them forward in some way. It doesn’t have to be a massive step forward, it does have to be a solution they can implement and find useful.

Brainstorm your ideas for the right lead magnet for your clients

Sit and brainstorm the different ideas you have. Go back to the problems and pain points you’ve already come up with, and then write down potential solutions. Can you create a simple template or checklist that will help them solve a problem? Can you create a mini-course or free challenge, that helps get them unstuck? Would a simple resource list help them move forward in some way?

Ask your clients to help you decide

Once you have a few ideas, the next step is to ask your clients what one most resonates with them. If you have your own audience, ask them. If you’re just starting out, post a poll in a few business groups where your ideal client hangs out. Don’t overwhelm them with choice though – pick 3-5 ideas and go with the one the majority wants. You can always create the others at a later date.

Decide which format is the right lead magnet for your business

Once you know what idea is the most popular, it’s time to decide on the format. You may originally have come up with that as part of your brainstorming sessions, and that’s great! But if you’re not decided or want to check you’ve picked the most suitable solution, here’s a breakdown of the easiest choices for you:  

  • Free challenge
  • Video series
  • Quiz
  • Free course
  • Checklist
  • How to guide
  • Planner
  • Cheatsheet
  • Workbook
  • Toolkit
  • ebook

Lead magnets are an essential part of your sales funnel. They’re also great for growing your mailing list, but you need to have the right lead magnet in place. The above tips will help you to do that – and if you want to learn how to get your mailing list up and running quickly, check out this recent blog post!

So what option did you go for? Which was the right lead magnet for your business? Let me know in the comments below.


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