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Seven ways to level up your lead magnets

Seven ways to level up your lead magnets

We all know that lead magnets are an amazing way to encourage new subscribers onto our email lists, but with so many people using them now, you really have to create something fabulous to stand out from the crowd. But, sometimes, that’s easier said than done. If you want to create a unique lead magnet, here are my ideas.

@@Looking for some ways to level up your lead magnets? Check out this post@@


Think about what’s going to really help your readers

It seems obvious, but I think it’s important to be deliberate about the content we’re putting out into the world. Because there’s no point offering something if nobody’s going to find it useful, right?

Put yourself in your reader’s shoes. What would you find really useful if you were your reader? What problems is your reader facing; what solutions do they need?

For example, at the moment I’m really struggling with sending emails to my list, so I’m particularly likely to download a lead magnet that will help me with that problem somehow. If I was your ideal reader, you’d want to solve that problem for me.

If your ideal reader was a new Etsy store owner, maybe you’d offer them a business plan template that’s not going to bore them to tears.


Think about how you can offer something different

Do your research—check out what others in your field are doing. Then, do something different.

When I started out in business, doing something different meant making sure all of my information was presented in a way that was as friendly as possible, and as well-designed as possible. Often, it means I’ll try to make my information fun and interactive—particularly when I’m writing about something dry, like grammar rules.

Take a look at your industry. Make a list of the things you think are missing in popular resources in your industry—even if you think it’s impossible to include those things in a resource. Even if it is impossible, the first step is acknowledging that there’s a gap. Then, maybe you’ll eventually figure out a way be the first to fill that gap.

Once you’ve made a list of what you think is missing, try to come up with a resource that includes one or all of those missing elements. It might take you a little while to think of something—that’s ok.


Make them generous

How happy are you when you give someone your email address, download their lead magnet, and then find out it’s one page of vague information? Yeah. Not happy at all.

So, you want to make sure your new subscribers don’t feel that way about your lead magnet.

You can make your lead magnet generous in several different ways, but the most important thing is to make sure it contains lots of useful, actionable, in-depth content. If you’re creating a lead magnet, you’re hopefully an expert in whatever topic the lead magnet is on—use that expertise. Pour your knowledge into the lead magnet. Try not to worry that you’re giving away too much information—I think that’s probably quite difficult to do. There’ll always be something more to write about.



You can set yourself apart from a (surprisingly) large percentage of your industry by simply proofreading your lead magnet before you make it available to your readers. Ensuring that your content is well written and free of errors will mean your readers will perceive you and your content as more professional—and they’ll enjoy it more, too.

You can use the proofreading checklist in my resource library to make sure you’re not missing anything.

If proofreading isn’t one of your strengths, get in touch and I can handle it for you.


Think about design

Again, if you design your lead magnet well, you’ll set it apart from many other resources in your industry.

I always recommend using InDesign, because I think it makes creating well-designed (read: pretty) documents so much easier. If you’re thinking of using InDesign but need some guidance, check out the tutorials on

If you can’t afford InDesign, or you just want something simpler, another great option is Apple Pages, or even PowerPoint. Designing in PowerPoint is much easier than in Word, because in PowerPoint you have a bit more control of your elements. While it’s not ideal, it’s not bad.


Be technically creative

Is there anything you can do a bit differently in terms of the technical side of your lead magnet? Can you insert fillable sections into your PDF? (You can do that in InDesign.) Can you include videos? Can you include buttons or other interactive elements? While you don't want to be including things like this just for the sake of it, if you can find a way to make your lead magnet easier to use through technology... that's cool.


Send a follow-up email

If you’re using an email provider that can do this (e.g., ConvertKit* <3), send your new subscribers a follow-up email. You could even go as far as sending different emails if they have or haven’t downloaded the lead magnet yet—a gentle reminder if they haven’t, and an invitation for feedback or questions if they have.

Sending an email is a great way to build up your relationship with your subscribers and show them that you care about them.

@@Seven ways to level up your lead magnets@@

*This is an affiliate link, which means that if you use this link to sign up to the service advertised, I'll receive a small commission. I only use affiliate links for services I truly believe in and use myself.

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