create a lead magnet

Your email list is your new (or not so new) obsession.  Each time someone subscribes there's a party going on in your head but when someone unsubscribes... well let's just say, it doesn't make for a good day... 

You're surrounded by online voices bragging about how their lists are growing by bajillions (yes, that's a number...) a day and frankly, you're feeling pretty depressed that despite your best efforts at being super alluring, your email list remains stagnant. Yep, just you, your mum and your bestie...

Sound familiar?

Fear not! I'm going to show you how to create a lead magnet that your ideal clients are going to LOVE.  And the good news is, it's going to be super simple too. *High five!*

(Oh and stick around because I'm also going to be giving you a fab free gift that's going to help you avoid those pesky unsubscribes too...)

What IS a Lead Magnet?

As the name suggests, a lead magnet is something you create for your audience to tempt them give you their email address.  People rarely hand over their email address for nothing these days, after all!

You need to offer them an exchange of sorts.  You give them something of value and in return, they give you their email address.

Fair's fair...

Every Step You Need to Create & Set Up a Truly Irresistible Lead Magnet

create a lead magnet
Get your FREE Lead Magnet Checklist here!

Don't be an ass... (do your research)

We all know that to assume makes an ass of you and me, right?

So don't make that mistake when it comes to creating a lead magnet. Yes, you might think you know exactly what your ideal clients need - but the only way you can actually know what they want is by doing a little research.

Find out what their biggest frustrations and challenges are (relating to your niche) and then work out what you can create to help solve one of them.

Less is more

It's human nature to feel that the MORE you do, the more valuable the end result.  However, when it comes to creating a lead magnet, that isn't the case.  

Wouldn't you choose a quick win over a lengthy, complex one? 

I'm not saying you should skimp on quality, but I am saying that quality isn't directly related to quantity and that in fact, often, quite the opposite is true.

If you go to the dentist to have a tooth removed, would you prefer it to take 5 minutes or 5 hours?

(No, I'm not comparing your lead magnet to having teeth pulled... I mean, it may sound like I was, but I wasn't - honest!)


For more inspiration on what makes a great lead magnet, check out my post, '30 Ingenious Ways to Grow Your Email List'.

Looks are everything

Your lead magnet may be free, but it should look like a million bucks.

No one wants to download a freebie that could have been cobbled together by a 3 year old... and nothing is more likely to have your new subscriber reaching for that unsubscribe button...

Spend some time on creating something simple, but professional looking.  Keep it consistent with your branding and make sure that it is clear and easy to read.

Things to Include in Your Lead Magnet Design

  • Anything to break up the text - think bullet points, sub-headings and short paragraphs.
  • Images - to add some interest, a pop of colour and a break between the text.
  • Space - don't feel like you have to cram everything in.  Leaving plenty of space between sections is much more pleasing to the eye, and much less overwhelming to the reader.

Things to Avoid in Your Lead Magnet Design

  • Big blocks of text - snoooooooze
  • Small font size - you want to give your audience a quick win, not eye strain
  • Elaborate patterns or backgrounds - generally speaking, keep things simple.  This looks more professional and is less distracting

The Ultimate Tool For Creating Lead Magnets

The number one tool I use is Canva.  It's one of my absolute favourite tools for my business.  I use it for lead magnets, for social media and for my blog posts and website.  It's simple to use and produces high quality, professional looking results.

You can use Canva to create: 

  • Checklists
  • E-books
  • Planners

And so much more! 

If you haven't come across it before then you're in for a treat!

Measure it

Once your lead magnet is created and set up then your work isn't done! You need to monitor it to see how it's working.  Much of the magic actually happens after your lead magnet is up and running because that's where you get to see it in action - and then tweak and perfect it until it's completely irresistible!

There are 2 types of measurement you'll want to look at:


These are your numbers.  There are a few key performance indicators (KPI's) that you may want to measure:

  • The number of people signing up for it (well, duh!)
  • The number of subscribers per channel (for example, you may have included sign up forms on your website, on your blog posts and in social media)
  • The number of subscribers who unsubscribe again within a week (if people are doing this is could be a sign that they love the idea of your lead magnet, but not the reality....)


This type of data is less about the numbers and more about people's opinions.  Try creating a survey to ask your existing subscribers what they think.  You could ask questions like...

  • Did you find it helpful?
  • Was it what you were expecting?
  • Was anything missing?

Boom. That's it! You see, it doesn't need to be tricky to create a lead magnet that your audience will love.  Let me know how you get on!

Every Step You Need to Create a Truly Irresistible Lead Magnet

create a lead magnet
Get your FREE Lead Magnet Checklist here!
About the Author

Colette Broomhead

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