Lead magnets are usually free offers for information or products in exchange for people signing up to receive your emails, often referred to as your “newsletter”.
So, clearly, you are bribing people to join your list. But the bribe is considered ethical in the sense that you are giving them something of value in exchange for their opt-in (or sign-up).
Compelling Lead Magnets
This is all nice, but it only works if the lead magnet you offer is compelling enough that people really want it.
Make sure you know your niche, and understand what people in your niche struggle with. You’re looking for their problems so that your lead magnet can help solve them.
If you don’t know what the biggest problems are in your niche, try reading some forum threads, or facebook group conversations to get familiar with the concerns that dominate your niche.
Once you have that information, create a lead magnet to solve one key problem you have identified.
Then you can rest assured that your lead magnet will be compelling to your visitors.
Relevant Lead Magnets
Make absolutely sure that your lead magnet is relevant to the type of mailing list you want to build.
If your ultimate goal is to sell people weight loss products and information, don’t offer a lead magnet on good nutrition.
You may think that people interested in good nutrition will want to know about weight loss, but in fact, you will be attracting a large number of people who are only marginally interested in your main topic.
That means that a good many people who opted in to receive your “good nutrition” ethical bribe, will have a low level of interest in your weight loss newsletter, and will seldom open your emails, or they’ll unsubscribe altogether.
If you want to sell weight loss products, offer a lead magnet that is clearly focused on weight loss.
Types of Lead Magnets
Anything that conveys the information you want people to get is a good lead magnet.
It could be an ebook, an mp3 track, a video… anything that delivers the valuable information you want your visitors to have is a good idea.
That said, many folks in the online marketing industry seem to favor video products over text. So webinars and video tutorials are generally thought to be more compelling than ebooks and special reports.
Keep in mind though, that if you have a “reading” public, you may still do better with text offers. If your blog, for instance, revolves around a lot of text information as opposed to infographics and videos, you might very well be attracting visitors who prefer to read than watch videos.
In a follow up article, I will explore some different ways to create your own lead magnets, or obtain ones that are already done for you.
I’d love to have you share this article on your social sites, and look forward to your comments below.
What sort of of lead magnet offers are you thinking of using, or have you used with some success?
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