- Video
3 things a good lead magnet needs
Most people on your website aren’t ready to buy. A good lead magnet makes sure they remember you when they are.
▶Play the video: 3 things a good lead magnet needsMost people who visit your website aren’t ready to buy. In six months they’ll have forgotten who you are. A lead magnet is the thing you give them so they don’t. Most of them are shite.
A good one needs three things. First, it has to be genuinely useful. Somebody has just handed over their email address. Respect that and give them something really good.
Second, it has to prove you’re good at what you do. If you’re an expert, that should be obvious the moment they open it. That’s the whole point. It shows you can do the job, so that later they buy from you.
Third, it has to be memorable. It might be months, maybe a year, before they’re ready. What you gave them should be unique enough that they remember who it came from. Like the bloke with the stupidly big thumb magnet in his office.
If yours is a 10-page PDF called the Ultimate Guide, I’m afraid you’re not going to make it.
Want us to look at your website?
Send us your website and we'll reply with the first things we'd change. A real person reads it, not a bot.
Read the full transcript
Here's three things a website lead magnet needs to be genuinely useful. Damn, I just gave you number one. Yes, number one is a lead magnet should be genuinely useful. That means that if somebody's going to give you their email address, you should respect that and make that thing that you give them really, really, really, really, really good, obviously. The next one is the lead magnet should prove your expertise.
If you are indeed very good at what you do, it should be immediately obvious when they download that lead magnet. The lead magnet is meant to prove that you can do what you do, so then future they purchase from you. A good lead magnet should be pretty damn memorable, a bit like this. When somebody requests your lead magnet, it might be two, three, four, five months, maybe even a year before they decide to purchase from you. And in that time, they may have forgotten who you are.
So, the thing that you give them, it has to be unique and memorable and only be able to provide a buy you. So, when they look back at it, they go, "Oh, yeah, Craig was the guy with the stupid big thumb magnet in his office. He definitely was."