You can also use the workbook “How to Create Amazing Lead Magnets” to organize all of your ideas and fill it up step by step as you go, you can access it here:

Something to have in mind before we jump into the guide. If your lead magnet is really good, people are going to think you are the best at what you do, and people are also going to consume the entirety of the lead magnet.

This has many benefits, you would earn people's trust and would be the best option for them, others are not willing to do this and in reality, the business that gives the most value is the one that wins all of the businesses.

Think about your sales process, the needs of your clients, and how your service works, then you can go ahead and pick one of the steps your service provides and give that away to people.

If what you are giving away to people is really valuable, then the chances you have of earning their trust (and their business) increments.

Something to know is that if your service solves bigger problems well you have more free lead magnets you could create, for example, building a home from scratch would have a longer problem-solution cycle than only doing a kitchen renovation.

Let’s break it down:

Example: Imagine we help homeowners sell their homes. That is a broad solution. But what about the steps before selling a home? Owners want to know what their house is worth. They want to know how to increase its value. They need pictures. They need it cleaned. They need landscaping. They need minor things fixed. They need moving services. They may need staging. Etc. These are all narrow problems–great for lead magnets. We pick one of the narrow problems and solve it for free. And although it helps, it makes their other problem more obvious–they still have to sell their home. But now we’ve earned their trust. So, we can charge to solve the remaining problems with our core offer and help them achieve their broader goal.

Pick one problem of your service you can give away for free and that people are going to find it very valuable.

Make sure this leads to another problem you also solve.

Then fill up the list of problems sheet in the workbook:

Here you can organize your ideas and keep everything organized, in case you haven’t accessed it you can do it here:

There are three types of lead magnets, and each one offers a solution:

In each of these approaches, you address one problem while also shedding light on others.

Think about this of being a doctor. Lead magnets are great when they reveal a problem that your prospects need to solve, or they only get bigger.

You give people free access to your service once. This works great when your core offer is a recurring solution to a recurring problem.

When you solve different problems, you can give away the solution to one of the problems. This is great when what you do solves a much bigger problem.

Pick what type of lead magnet you want to create to share with people.

Fill up the how to solve it on the magnet planning:

Problems can be solved in uncountable ways, it’s all about your imagination, but the best ways I’ve found to solve problems are with the use of software, information, services, or physical products.

You give them a tool. If you have a spreadsheet, calculator, or small software, your technology does a job for them.

You teach them something. Courses, lessons, interviews with experts, keynote presentations, live events, mistakes and pitfalls, hacks/tips, etc. Anything they can learn from.

You do work for free. Adjust their back. Perform a website audit. Apply the first layer of garage sealant. Transform their video into an eBook. Etc.

You give them something they can hold in their hands. A posture assessment chart, a supplement, a small bottle of garage door sealant, boxing gloves to get boxing gym leads, etc.

What you want to be testing is the headline, the images, and the sub-headline.

This is very simple; the steps are the following:

Then fill out the sheet “testing lead magnets” one by one and it will direct you towards having a winner:

Think of what people want, people want immediate solutions and things that they can implement and get to know easily. For people to want to consume your lead magnet it has to be easy for people to do so, this is going to increase the rate of consumption and the success of your lead magnets.

Some ideas to make it easier to consume on the different categories are:

You want to make it accessible on their phones, on a computer, and in multiple different formats. This way, they’ll pick the one easiest for them.

People like to consume things in different ways. Some people like watching, other people like reading, others like listening, etc. Make your solution in as many different formats as you can: images, video, text, audio, etc. Offer them all. That’s why this book comes in every format people consume.

Be available at more times in more ways. More times of the day. More days of the week. Via video call, phone call, in-person, etc. The easier you are to get a hold of, the more likely people will become engaged leads to claim the free value.

Make it super simple to order and fast to get to them. Make the product itself fast and easy to open. Give simple directions on how to use the product.

Package your lead magnet in as many ways as you can depending on the delivery method you are going to use.

Then select the way you are going to package it and add it to your workbook:

In the competitive marketplace, every offering is evaluated, regardless of its price tag. The key is providing great value, this is a generous gift that leaves a lasting impression.

Your lead magnet should be so impactful that it leaves people eager to invest in what you have to offer.

Consider this: If you doubt sharing your secrets, imagine the alternative – offering sucky, empty content. Potential customers may conclude, "This isn't worth it!" and turn elsewhere.

They'll not only seek alternatives, but they'll also discourage others from considering your offerings. It's a detrimental cycle you want to avoid.

After people check out your lead magnet, some might be ready to buy or learn more about what you're offering. That's when we give them a little nudge - a Call to Action. It's like a friendly reminder that tells them what to do next. But there's a trick to it if you want it to work really well. Great Calls to Action have two important parts:

What to do: Calls to Action might say to call a number, click a button, share some info, or book a chat, and there are lots more. Just remember, they help people get involved and take the next step.

The best Calls to Action use simple and clear words. Like saying "call now" instead of "don't wait." See what I did there?

Why do it right away: When we give people a good reason to act, more of them do it! But here's the thing: really good reasons work better than just okay ones. And even just okay reasons work better than no reason at all.

So, to get lots of people to take action, I like to give them as many good reasons as possible. Here are some of my top favorites!"

Write what to do and reasons to do it now for both of your lead magnets, and then add this information to the workbook:

After you have completed this guide and the Google Sheet you are going to have a great idea of what lead magnets to create and how to create them, this is going to be a powerful resource to share with your prospects, with past clients, and with cold and warm audiences.