21 Lead Magnet Ideas for You to Try

Looking for inspiration on how to add value for potential customers? Look no further! 

1) Cheat Sheet or Checklist

Let’s think about your industry.

Are there any Do’s or Don’ts that people should know about?

Can you put these into a Word Doc, then turn into a PDF?

If so, excellent!

You’ve now made your first checklist.

2) Template

Is there something you wish you knew when starting out?

Have you built something you know that works?

Regardless of how big or small it is.

If it helps you, it’ll help someone else.

Build it, brand it, ship it out.

You’ll be happy you did.

3) Ebook

This can be a collection of any of the following:

  • Guides
  • Cheat Sheets
  • Articles
  • Tutorials

You could even combine a collection of things you’ve made and publish it as a workbook.

An example could be “The Ultimate Playbook to Paid Ads for 2023”

4) Swipe File

A swipe file is a collection of sales/ ad letters used for specific purposes.

Some examples of this could be:

  • 10 Unique Cold Email Examples
  • 10 Dead Simple Return/ Refund Examples
  • 10 Proven Discount Sales Promotion Letters
  • 10 Heart Warming Feedback Testimonial Examples

Once you build it, you can put them into separate images (cards)

People can then swipe through them.

One reason this works well is that swiping is a native mobile gesture

Try it out and see if you like it.

5) Case Study

Think of a client or customer you’ve helped:

  • What were they like when you started?
  • What did you do to help them?
  • What was the result of you helping them?

This is the basis of your case study.

It’s always best to ask your customer/ client for their permission first.

If they say yes, bingo.

Time to start writing.

Convert it to a PDF.

Present it back to them (just to be safe).

Then ship it out.

You can even go one step further and ask your customer to share it.

6) Toolkit

Do you have more than one resource for a specific use case?

Can you drop them into a folder?

If so, great work!

You’ve essentially built yourself a toolkit.

Toolkits are harder to pass on given the amount of value being offered.

A simple example of resources to include could be:

  • A swipe file
  • A spreadsheet calculator
  • A template
  • Anything else

Even if your customer only wants 1 specific file, you won’t miss out on them subscribing.

Win, Win, Win

7) Webinar

Conference calls can be distracting for large groups.

Webinars can be a great alternative to scale your outreach.

Your audience can watch, listen, and ask questions in the chat.

Webinars are best served when you have something valuable to add over a longer format.

They go best with slides.

Even better when you have more than one person presenting.

Examples of this could be:

  • How to use paid ads for your business in 2023
  • An overview on paid ads in the (name of industry)
  • 10 unique ways to improve your paid ads
  • 101 Masterclass for Paid Ads

You can even repurpose content you’ve already built and turn it into a webinar.

Most tools will also let you enter in custom registration questions.

This is a great way to generate more qualified leads for your business.

8) Product Trial

This is a great option for SaaS and Technology-based business.

Almost all the largest technology providers offer this in some way.

They do it because it works.

9) Discount Code

This can be a great option to close potential customers that just missed out.

They could have landed on your site, performed an action, and then left for something else.

Offering a discount code (in a follow up email) can be a great way to win them back.

This is commonly used in ecommerce businesses.

Some also use discount codes as pop-ups in exchange for an email.

We wouldn’t recommend this to start.

In saying this, we have seen it working with some brands.

10) Free Sample

This makes for an easy conversation. Salesperson:

 “Hi Allan, would you like to try our free sample”. Me: “Sure thing”

It’s that simple.

Like a free trial, it’s a great way to bring people in.

It’s typically used in food brands as well as health and wellness brands.

The trick is not having to rely on this forever.

Plan for this so you can wean off once you are generating enough sales and momentum.

11) Newsletter Sign Up

You’ll most likely see this at the bottom of all websites.

It’s a great and lazy way to build a warm database for emailing.

Having a newsletter doesn’t mean you are emailing every week.

It can just as easily be used to notify customers when you release new products or services.

12) Free 1 on 1 Consultation

Do you find you close deals best in a meeting?

Having a free consultation can be the easiest way to get meetings.

More meetings = More proposals.

More proposals = More deals.

More deals = More revenue.

More revenue = Happy business :)

You can even limit the consults to 15 mins each, to preserve your time.

This works similarly to the “Free Trial/ Free Sample” offer.

This gives users a glimpse of how you can help them.

You can then follow up with your paid product or service

13) Quiz

This can be a great tool to improve website engagement.

More engagement usually = longer dwell time (the amount of time users spend on your website).

Longer dwell time = Higher search rankings

Higher search rankings = More traffic

More traffic = More leads

14) Planner/ Calendar

This could be in the form of a template


Specific dates related to your industry

Some examples of this could be:

  • 2023 Environmental Awareness Days.
  • 2023 Financial Services Conference Events.
  • 2023 Australian Ecommerce Events.

Think of your industry.

What are the most important days?

Write out a list of bullet points.

Enter it into a word document.

You can even use a tool like Canva.

Convert it into a PDF

Ship it out

PS: you can even create a vCal file (downloaded Google, IOS, or Outlook calendar file)

You can also include special dates like your birthday, company anniversary, company specific events.

15) Calculator

This is a great tool to give your users data specifically to their use case.

The results will always be 100% relevant (the user self-entered the details)

Some examples of this could be

  • Home Loan Borrowing Calculator
  • Insurance Premium Calculator
  • Break Even Calculator
  • Shipping Rates Calculator
  • Rebate Calculator
  • Rewards Calculator

The list goes on, but you get the idea

16) Gated Premium Content

Think of this like “content for your biggest fans”.

What can you give them that no-one else can.

Some Examples of this could be:

  • A Checklist for a specific industry
  • Tutorials that solve a specific pain point
  • A Guide for a specific group of individuals
  • Articles that are written at a higher standard

Many communities and coaching based business’ use this strategy

“Here is some free valuable content" And  “Here is a link to join my private community where I share my biggest secrets on xyz"

It can help you create detailed audiences you can allocate your resources accordingly.

17) Report

Reports take time.

These are done generally at an industry level.

The amount of time invested will scope out over 95% of businesses.

This however means less competition when it comes to topical authority in your niche.

Building a report can also be a great way to also build backlinks.

Backlinks are when another website links to your website / website page.

This is effectively a vote of confidence that indicates to google your website has value.

In return, google will rank you higher.

18) Infographics

Most people out there are visual learners.

Infographics are a great way to combine audio and visuals together.

This results in a deeper and more meaningful learning experience.

Infographics are also very sharable.

Infographics can be great to simplify complex topics.
Financial Services and manufacturing are great examples of industries that benefit from this

Could yours do the same?

19) Email Course

This can be a great way to take your content to the next level.

You’re now teaching the crowd who wants to learn.

Lesson 1, Lesson 2, Lesson 3.

Some business owners do this for a living and make their money from affiliate partnerships.

Bonus points if you have a business that solves makes it easier for your students.

20) Video Course

It’s the same as an email course except in video format

Here’s an easy way to build this:

  1. Record a series of videos.
  2. Upload them to YouTube.
  3. Grant access to only those who register.
And Voilà.

You now have your own video course which you can offer to new (and/or existing) users.

21) PDF Document

This can be anything that will:

  • Educate your audience.
  • Entertain your audience.
  • Inspire your audience.

You can be as simple or creative as you like.

Remember, the goal is to draw in your dream audience

Final Thoughts

I hope you enjoyed this list.

Which ones would you like to try ?

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Senior Growth Strategist

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