15 Lead Magnets Guaranteed to WOW Prospective Customers

When we first think about the idea of a lead magnet and how we can incentivize our prospects to do what we want them to do – most people immediately think COUPON. And quite honestly, coupons can be great lead magnets if they’re done properly, but we don’t want to just think coupons or discounts – there is a whole new world of “valuable offers” out there… we’re going to talk about 15 different types of lead magnets.

Now this list is by no means comprehensive – we could easily add more categories and subcategories but this is a really solid list to give you some ideas about the types of things that we can offer our prospects.

1 Guides / Reports / E-books

These are really popular because they’re easy to make and it’s a great way for you to position yourself as an authority on a given topic.
All we really need here is for the end user to come up with one “AHA” moment or to get the small result they’re looking for and this lead magnet has done its job.
Usually in the format of a PDF document that can be emailed or downloaded.

2 Case Studies

This is a specific type of document where you record specific results that you’ve gotten.
If you’re a dog trainer, you can have a case study about a particularly challenging client.
It builds authority and also ties in social proof because you can weave in testimonials from the client.
Depending on what you do, these can either be written or VIDEO which works really well if it’s possible.

3 Cheat Sheet/Handout/Checklist

I really like these because people download them like CRAZY! In this instant gratification world we live in, people always want a fast result.
These give users step-by-step instructions.
These are usually downloadable documents and in most cases can be 1-2 pages.
Great for processes that can be systematized

4 Video Training/Webinars

Here users will not only be able to consume your content but they also see you as a person. It’s closer to how we do things in real life and because of that, it allows us to build a relationship FASTER.
Caveat is … you have to be personable. I know that you’ve all seen it – videos where the person looks scared-stiff, staring into the camera and not blinking – it just looks weird because those people aren’t comfortable on camera. If that’s you … don’t do video. Do a webinar. It is still your voice but instead of seeing your head, on a webinar people will see slides that you’ve created.

5 FREE/Discounted Access

I know that some people hate discounts. They are physically repulsed by the idea of discounting but we still do it because it works. Sometimes when people are on the fence about your product or service and they’re cost conscious, give them a discount.
If you don’t like the term discount, call it a gift certificate.
The key with discounts is that you have to be very clear that they are for new customers only and you have to have a strategy to get them back up to paying your full rate.

6 Special Access – AKA “The Velvet Rope”

A special waiting list for early access to your products/services.
A higher level of access to you.
Access to a special VIP excursion.

7 Quiz

These are huge right now. You basically ask the user a series of questions and at the end you give them a result.
- What kind of pet parent are you?
- What’s your marketing “spirit animal”?
- Which Disney princess are you?
The keys here are to make sure you ask qualifying questions during the quiz so you can get more details about your market.
You can also make them opt-in for the answer.

8 >Surveys

Surveys are always a great way to find out what your market is thinking or having trouble with.
- What’s the single largest frustration you have with _______?
- What would you like to see from me next?
- If you could teach your dog to master 1 thing – what would it be?
You can get people to enter their name and email because they want to see the results of the survey. People tend to like anything that allows them to go head to head with somebody else.

9 Contests / Sweepstakes

These are great because contents will typically get users sharing your information on social media.
You can even use software or web apps like content domination and actually incentivize participants to share your content socially by awarding them more points or entries.
- Enter to win __________ (small version of your service)
- Facebook photo contests
- You have to be careful with these though and check with your local laws regarding sweepstakes or contests.

10 Event Recordings

Audio or video recordings of a previous event.
This is a great way to create a lead magnet from something that you’ve already done.
If you do in-person workshops, events or online teleseminars – you can use that content for years.
Most people actually don’t even give the whole thing away. They sell the whole thing and only give away special sessions here and there.

11 Branded Materials

Anything that is meaningful to your prospect that you can put a logo on is awesome.
The key here is you want it to be something that person will use or keep around daily.
- coffee cups
- water bottles
- leashes
- magnetic picture frames for the refrigerator with your company name and phone number

12 Physical Gifts

One of the more popular lead magnet strategies now is what’s called a “Free + Shipping” offer.
Basically what you do is you say, “Hey – I’ll send this thing to you absolutely free. I just ask that you help me cover the shipping and handling cost.”
You then charge $4.95 – $9.95 for shipping and handling and use that to help cover the cost of the product.

13 Swipe Files

A Swipe file is a collection of tested/proven letters, ads, emails, etc.
You can basically swipe the files and use them in your own business – thus the name swipe files.
A lot of time, you’ll see these lead magnets being used by marketers or copywriters, but the applications here can be varied.
If you have anything that can be copied and re-used with very little modification required, a swipe file might be for you.

14 Samples

Everybody loves samples. Have you been to Costco lately? That place is ridiculous with the on-aisle samples – but with a company worth of nearly $100 Billion (yes with a B). They are a perfect testing ground for marketing strategies across middle America.
This can be a free session, free dog treats or a welcome kit for new customers – include samples of products that you use.
This works like gangbusters but you HAVE to have your back-end in place. Meaning you need to have your complete funnel in place because you don’t want to keep 30,000 people waiting – the customer support will kill you.

15 Workshops

These can be anything from a 20 minute “Lunch and Learn” type of presentation to a 3-4-hour workshop in a local hotel or Chamber of Commerce.
These can be paid, free or pay to save your spot and then you get your money back if you show up to the event.
Because it’s live and you can really interact with people, most workshops have an offer that day. People that are good at presenting and very personable can make a killing doing this.
The challenge here is that we’re fighting for everybody’s attention so to try and get people to take time off to go to some external location for a free event – can be tough.

So there you have it … 15 different types of lead magnets! I’m sure that a few of these probably stuck out as definite winners for your crowd. Test some out until you identify what the perfect lead magnet is going to be for your audience.

Now It’s Your Turn

Use the comments section below and tell me what has been your most successful lead magnet, and why?

Lead Generation