To get real results, a lead magnet must be more than a freebie behind a form. It should guide a prospect to real value. Here's how.
A lead magnet is a free resource you offer in exchange for someone’s contact information—typically an email address. But to get real results, a lead magnet needs to do more than sit behind a form. It should start a conversation and build trust.
Here’s how to create and deliver a lead magnet the right way:
1. Choose the Right Type of Magnet
Start by picking a format that matches your audience’s stage in the buying journey:
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Problem-aware? Use checklists, warning signs, or simple guides.
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Solution-aware? Offer frameworks, evaluations, or planning tools.
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Ready to buy? Provide calculators, how-to guides, or previews.
Make sure the title and description are clear about who it’s for and what it helps them do.
2. Delay the Delivery (Slightly)
Instead of sending the download instantly, delay by a few minutes. Use the confirmation message or first email to:
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Reinforce the value of what they requested.
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Set expectations for what’s coming next.
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Create a sense of anticipation.
3. Send a Short Follow-Up Sequence
Don’t assume they’ll read the magnet on their own. Create 2–4 emails to help them use it.
Each email should:
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Highlight one idea from the resource.
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Offer a story, question, or tip that makes that idea stick.
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Link back to the full download.
This builds engagement, not just list size.
4. Always Link Back to the Magnet
Even in follow-up emails, always give them a way to revisit the resource. Every click-back increases trust and retention.
5. Watch What They Click
You don’t need to guess a prospect’s stage. Instead, create multiple lead magnets and let your audience self-select. What they click tells you what they care about—and where they are in their journey.
Need to Know More Strategy Behind It?
For a deeper look at how to make lead magnets meaningful (and avoid the mistakes most marketers make), read our full article here.