How to create a lead magnet that converts people, from just flirting with the idea of what you have to offer and actually purchasing from you, does four very distinct things. Those four very distinct things we’ll cover today need to be present for the lead magnet to convert people well. 

Table of contents

• Purpose of a Lead Magnet
• Must haves in your lead magnet
• What to know before you create a lead magnet?
  1. Look at what your audience is buying
  2. If you have an audience, talk to them
  3. Read the negative reviews of other similar audiences
  4. Mind the gap
• Determine the problem and solution for the lead magnet to solve
• What are their next steps after the lead magnet?
• Lead magnets examples that work
  1. Strategy guide
  2. ChatGPT Prompts for Pinterest
• Free ChatGPT Prompts for Pinterest
• Get your lead magnet workbook
• Pin Profit Academy
• Conclusion

Purpose of a Lead Magnet

Your lead magnet needs to move people from the top of the funnel to the bottom of the funnel, to eventually doing what you want them to do inside your business. A lead magnet should not just be something you throw up on your website.

No one wants to join your list just to hear about your latest happenings. This is not a church news bulletin. We’re not doing that. We’re bringing value.

Today I will walk you through the process I have used to create high-converting lead magnets in my own business and help my clients do the same. 

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Must haves in your lead magnet

Let us talk about what the four components are for your lead magnet. Simply put, they are: 

• a problem
• an outcome
• the gap you create
• the next step you want someone to take once they have consumed and implemented your lead magnet

Today, we will discuss all four of these in depth and I have examples lined up for you. A lead magnet that converts does the following four things.

1. Your audience must FIND the content of the lead magnet valuable and not just what’s inside.

2. There must BE actual value inside. The offer itself must be presented in a way that must be valuable, enticing, and intriguing, and it should provoke curiosity in the person downloading it. We’re not doing boring here. 

3. It must solve the problem for the person downloading it.

4. And it needs to offer the next steps for them. Otherwise, why are you putting a lead magnet into the field if you don’t want them to go further into your funnel?

Caveat: Before we move on, I prefer you create a high-converting lead magnet even if you’re still working on the next steps you’d like them to take. You can update your lead magnet later rather than waiting to have the next steps all done in the first place. 

Not everyone will be in a place where they can create that next step or even be ready for it. I will walk you through all four of these steps so it all makes more sense.

But I would rather you have the lead magnet, and it is getting people on your email list, and you are nurturing them, rather than waiting until you have the next step ready for them to take. 

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What to know before you create a lead magnet?

Before you get started, you must get to know your audience. Because I like to do prep work and prepare you, these are the three things you really need to do, or at least do a few. 

1. Look at what your audience is buying.
2. Talk directly to your audience.
3. Research competitor products.

#1. Look at what your audience is buying

This is true for people unsure of what kind of lead magnet to create. What are people already buying from your competitors in the market? 

When people in my market were creating lead magnets and selling offers, they were selling things like Pinterest strategies. That was obviously a middle-to-bottom-of-the-funnel offer. So what I did was I went straight for the jugular: I created a Pinterest Strategy Guide and gave it all away. It has everything you need to create a Pinterest Strategy for your business. 

People have downloaded this guide, created their own strategy, and come back to me months later and said, “Heather, what you’ve put in your guide is so invaluable; I was able to do X, Y, and Z here with the results. Now, I must know how to take it to the next level.” That’s what we want. 

So, figure out what people in your market are buying. This is really true if you do not know what to create for a lead magnet. 

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#2. If you have an audience, talk to them

Communicate with them and ask them what they want. If you’ve been a part of this community in the past, you know that I routinely ask my community what they want to learn from me. 

When new subscribers find me, they say, “Hey, I’m new here, so thankful for this.” I reply, “What more do you want to learn? How can I help you further? What kind of videos do you want to watch? ” 

When I ask them what they want from me, these interactions within my community give me so much invaluable insight into the brains of my audience. 

Don’t be afraid to ask for what you need. If you need to do some market research, do some market research. If you do not have an audience that you can tap into, read comments on other YouTube channels, other blogs, Reddit, Quora, and AnswerThePublic. Look at reviews on competitor products or content. 

#3. Read the negative reviews of other similar audiences

I want you to not just look at the good stuff but also the negative. What are people saying in the comments that’s negative? Sometimes critical reviews can tell you things like:

• it was formatted poorly
• images were too grainy
• it was too simple
• it didn’t include what you said it was going to include

Read the negative comments because those can often give you a lot of insights into how to improve your thing. Read the good stuff, but also look for questions in the confusion that might come through those questions and infuse that into the offer that you are creating to help answer the person on the other end. 

I still do this today. I have a defined customer journey for my audience and I still go and do market research. So, this is just an excellent way for you to get a feel for what to create if you don’t have an audience. Or if you are also just curious as to what other people are doing. 

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Mind the gap

This means that people want to come and learn for free, but we also don’t give everything away for free, because at what point does it end? 

You can watch my entire YouTube channel and put together a Pinterest strategy, but in what order? How do you troubleshoot when it’s not working? 

There are certain things that I create intentionally and very transparently for you. But at the end of the day, I have a family to feed because I am the breadwinner in my household. My husband does not work right now, even though he has his reserve job. He’s going to school full-time on his GI bill. So, I have to create a gap to get people excited to work with me, and I think you should, too. 

The gap is simple. It’s the gap between your free content or your lead magnet and the thing that people are going to pay you for. So, I create lead magnets with the intention of someone paying me with their email address and a direct connection with their inbox. It is not something I have available in my mind for free in my business, even though all it takes is an email address exchange. 

There is a little caveat with this. If you are an e-commerce shop seller watching this, this might be a little bit more difficult for you as an e-commerce shop. Sometimes, you just need to connect the pain of what’s happening for your audience to something that will solve that pain for them. 

For e-commerce, this means giving them a coupon code or urgency to buy. This post is dedicated, outlined, and created for service providers, digital product sellers, and content creators. But if you are e-commerce and you watch along, hopefully, you will also get some insights into this. So, the gap can also be between the lead magnet and the paid product. 

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Determine the problem and solution for the lead magnet to solve

Let’s dive into the problem. We need to determine the problem that someone will have before we create a lead magnet that will be a solution. We don’t want to just create solutions and hunt for problems. That’s not what we want to do here. We want to address real issues that people have in their businesses and lives.

So, I have three examples of problems and solutions that your lead magnet could solve.

• PROBLEM: Someone like myself, a business owner, doesn’t have a bookkeeping system to track revenue and business expenses properly.
• SOLUTION: They will have a bookkeeping system set up and be able to track their revenue and income with our simple spreadsheet that we give them for free. A spreadsheet is a great start.

• PROBLEM: I can’t eat gluten/dairy, but I also don’t have hours to spend online looking for recipes and making shopping lists. 
• SOLUTION: Giving somebody a recipe book with shopping lists for each recipe. That way, they can quickly put together the meals and shop for the items at the grocery store without having to scroll for hours.

• PROBLEM: Someone who has decision fatigue when getting dressed for a C-suite corporate job. They don’t have thousands of dollars to spend on suits, but they still need to look professional for work.
• SOLUTION: Create a dressing guide or a buying guide for outfits that would be professional based on a specific style and budget that helps them dress professionally.

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What are their next steps after the lead magnet?

After you’ve created part of your solution with your lead magnet, you’re still minding the gap to further invite them to keep working with you, whatever that looks like. 

So with our bookkeeping example, you could move them from the free spreadsheet, to giving them the opportunity to buy into a fully functional bookkeeping software to automate and digitize their accounting efforts. With this, now you can see how we can move them further down the funnel. 

The lead magnet is the spreadsheet, and the paid products are your services or your products. Courses, memberships, and then services are obviously other options. Then, you could offer follow-up calls for quarterly or even biannual check-ups, ensuring that everything is tracked properly. 

Lead magnets examples that work

I want to walk you through a few examples of my own. Then, I will send you off, and you will create your very own lead magnet. Here are a few lead magnets that work in my business, what they look like, and why they work.

Strategy guide

This is my OG and the second lead magnet I created in my business and has been the most popular. This is because I went straight for the jugular and gave it all away. 

It’s a strategy guide, and it is a workflow. It’s exactly what someone needs to do in their business to create a Pinterest strategy to start to see some results, to get them excited, and then it gives them a next step.

The next step for me in my business is getting them to join my membership academy. If they are not quite ready for that level of support and training, they can also purchase my Pinterest System, which is offered in the sales sequence. 

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ChatGPT Prompts for Pinterest

These are Pinterest prompts for ChatGPT to speed up your Pinterest marketing workflow. This is obviously not generally attracting newbies to my audience; this is attracting people who have already downloaded my strategy guide. Now, they are mid-funnel and are interested in speeding things up. 

This is a swipe pile of Pinterest ChatGPT prompts I have created. I created another set of prompts and added them to this delivery email. I then created a nurture sequence behind that email to bring people back to my other AI content, and back to awareness that my membership exists. And then I can help them in a deeper way. 

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Get your lead magnet workbook

With that being said, I created a lead magnet workbook for this exact video so I could walk you through what it looks like to create a high-converting lead magnet. Here’s what’s inside:

• Examples of lead magnets, their problems, outcomes, and next steps.
• Lead magnet ideas, a list of about 24 I made.
• The process that I walk you through in this blog today.
  • What is the problem? 
  • What are the outcomes? 
  • What are the next steps that you need to create? 
  • What’s the gap that you need to create? 
  • I also wrote a swipe email for you at the very end that you can literally swipe, customize, and put right into your system.
• A complete checklist of how to launch your lead magnet and all the steps you need to take. That way, you are not left guessing how to create a lead magnet that delivers, and how to connect everything.
  • Create the lead magnet
  • Create the form in your CRM
  • Write your delivery email sequence

There are a lot of little steps in here that a lot of people forget to do, and then they launch their lead magnet onto the public, and their lead magnet doesn’t get delivered to their email subscribers.

Ask me how I know. I’ve done it. If I’ve done it, you will do it. So I want to make sure your bases are covered. That’s why I give you a full checklist of what to do to at least get started. That’s it.

Head to heatherfarris.com/lead-magnet-workbook to grab your free lead magnet workbook. There’s no upsell on the back of this. 

Obviously, what comes next is my membership. In fact, to give you a sneak peek of what is inside, you can create your first lead magnet with us. Inside Pin Profit Academy, there is a training on how to create your first lead magnet, including the emails that go behind it, all the pages, all of the images, and all of the social media, come and join us at pinprofitacademy.com.

Conclusion

Now that you know how to create your next or first high-converting lead magnet, head over and download the workbook. It’s free. Grab it. It is super valuable, and I promise not to spam you with emails on the back end. That’s it. I’ll see you next time.

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