The internet has created the opportunity to develop direct relationship and communication with you potential clients and clients by email.
Many business owners thinking that if a visitor to their website likes what he sees (content, offers, products, etc) he will likely to come back at a later stage again, even possible to buy from your business.
Anyone who thinks that the potential client will come back by himself, can’t be more wrong.
The fact is that 98% of any website visitors leave it without buying anything and 70% never return back.
The best way to communicate with these potential clients and clients is by sending them direct email and unless you get these visitors’ email address, you will not harness the power of email marketing and direct communication and you are losing huge revenues.
The fact is that one of the biggest assets a business can have is an email list of these people and you need to have one too.
The question is how can you offer your website in return for their name and email address?
In order to get the name and email address of your website visitors, you need to give them something in return: in the professional language we call a ‘Lead Magnet’ (you might also heard it called a “free gift” or a “legal bribe”).
The sole goal of the lead magnet, is to capture the visitors’ details and enable you to communicate with them again and again creating a valuable relationship that will be worth to your business a lot of money.
Here are the great news.
You don’t need to give something huge or long, it has to be something that the visitor will consider valuable to give you their details.
In-fact, we don’t recommend you give them a 250 pages ebook or a full 8 weeks online course.
Think simple, focus and valuable.
This way the visitor will be more likely to want the lead magnet and leave you his details.
Making it short and focused, will increase the chances of him actually consuming the valuable magnet that you’ve given him.
See how simple and focused this lead magnet:
Let’s look at the lead magnets types (including examples) that are doing it correctly and that you can use to grow your business email list:
People love tips and this is why the tips lead magnet is very popular amount businesses where they offer tips to make your live and business better.
It is simple to make, people want them and gladly willing to give their details to get the best tips you can offer them.
You can deliver the tips in different ways: text, video, audio and also in a form of an email series (which is a lead magnet of its own, number 20).
It doesn’t need to be tens and hundreds of tips. 5-10 powerful quick tips are more powerful than giving 100 lame ones (which they might not even read).
You need to remember this is the first time they are being exposed to information from you so make sure you deliver high value to make them want to come back again.
In this example GoodHouseKeeping.com is offering “50 Best Cleaning Tips” in exchange for the visitors’ email address – while they do offer 50 tips, which are more than the number I would normally recommend to do, in this case, it totally makes sense as each subscriber can pick the ones who are best for him right now to use for his cleaning:
The Cosmopolitan online magazine is offering Victoria’s Secret diet tips on their website:
2. Ebook / Special Report / Guide
These are probably the most common lead magnets used online. If you are going to use them, make sure it is focused and not long.
Having an ebook as a lead magnet is has another great benefit of helping you with building your authority as you now have “written an ebook”
The legendary international mentor, Brian Tracy, allows visitors to download his “12 Steps Goal-Setting” guide in exchange to the visitors’ details:12 Steps Goal-Setting” guide in exchange to the visitors’ details:
The mentor Michael Hyatt uses the ebook to get his ebook on how to “Shave 10 Hours Off Your Workweek” and subscribe to his free email newsletter at the same time:
Here you can see how a special report is prompting parents to register to learn how to improve & transform their kids’ life:
Don’t miss this special FREE traning!
3. Cheat Sheet/Handout/Scripts/Swipe Files/Mind Map
People love to get shortcuts and this can be delivered in this type of lead magnet as a cheat sheet, a handout, scripts, swipe files or a mindmap.
This lead magnet is usually short, quick and to the point to make the shortcut reached fast.
If you can create this lead magnet, it is recommended you do that as it is very popular and people would be willing to give their details to you promptly.
SmartBlogger.com’s “Cheat Sheet” for writing viral blog post is offered to be downloaded for free on the top of their pages asking for visitors email only:
VideoFruit is using a swipe file as a lead magnet, to get the complete content from their blog:
While templates can be used in many businesses, we usually see them in the type of B2B (business to business) businesses, offering a variety of templates for business owners for the different business tasks they may have. This can be really cool when your business is offering processes related services and products and the template is like a sample of what your business can do.
Leadpages allowing visitors to download their webinar registration templates in exchange to their emails only:
BrighWork is giving their SharePoint project management templates for free after registering:
Checklists are very cool as a lead magnet and can be used in all businesses: from how to plan or pack for your next vacation, how to create the perfect dinner and even how to give the best massage ever (best to use the checklist not while doing the massage 😉 ).
Make it simple, make it cool and valuable.
Active Network is giving a registration form checklist when registering on their website:
In this example backlinko.com is offering a search engine optimization (SEO) checklist to improve website raking on search engines:
6. Resource List / Toolkit / Toolbox / Rolodex
People need resources to help them in their day to day activities. This lead magnet can be delivered as a resource list, a toolkit, a toolbox or a rolodex they get access once they subscribe to your email list and can enjoy them.
These resources should be cool and simple to use.
Note: Not all of the resources need to be free, some can be paid (and not necessarily all need to be yours, you can embed affiliate links and possibly generate extra income to your business).
In this example, Amanda Genther, giving a free resource guide and top tools when registering for free:
Rule One Investing is offering an investing toolbox for free:
Don’t miss this special FREE traning!
7. Video Training/Mini Video Course
This is one of the more popular leads magnets you would see (after tips & ebooks/guides). The 2 main reasons for its popularity are:
First, it is very easy to make.
Second, it has a high perceived value.
As people’s attention span is decreasing, due to the huge amount of attention grabbers in the world, it is important that videos are super focused and not too long (6-12 minutes is a great time frame to give great value).
International mentor, Brendon Burchard, is asking for the visitor first name and email address to get access to a must watch series of training videos:
Guru Seth Godin joins forces with Sales Force allowing you to watch Seth’s video on “Marketing That Fuels Spectacular Growth” on Sales Force’s website in return for visitor details:
Here is an example for a mini class that includes a 3 part video tour on innovative physical performance you get access for free after you register:
8. Live Training / Live Webinar
I personally love to use the live training or the live webinar lead magnet. Webinars have a high perceived value and it is a great interaction platform between you and the new subscribers to your list.
It also helps to build your authority among the new subscribers.
One of our own lead magnets is a live training where I personally teach and train business owners on 10X their business results:
9. Application/Software Download
While this lead magnet is mainly used by software and applications companies (and not by business owners), it is good for you to know it actually exists and considered to have a very high perceived value.
10. $1/$7 Trial
This lead magnet is also called a ‘Trip Wire’ or a ‘Splinter’. It is a powerful and proven strategy to recruit new clients by allowing potential clients to try your service for a fixed period of time (from a few days to 30 days) and decide if they want to continue.
The power of this lead magnet is that they put their credit card, even at $1 or $7 they are more committed than a free trial.
Here in this example you can find International mentor & motivator T. Harv Eker last addition to his training in a format of an educational membership club: “The Rich Life Club” for a $1 trial:
Another example for a stock trading membership platform where you can have a $7 trial for the first 30 days:
11. Free Trial / Free Sample
Similar to the $1/$7 trial, this lead magnet is also allowing your potential clients to try your service before they take the decision if they want to continue or buy more of your product.
Remember that if you are sending a physical free sample you have both the cost of the free sample product and the shipping & handling.
Using online for non-physical products or services you can attract really fast a big number of new subscribers.
The biggest webinar system in the world, GoToWebinar is using for years the same lead magnet: giving a 30 days free trial to use the webinars technology by registering for free with only giving first and last name, email address and entering a password:
12. Free +Shipping
In the past 2 years we see a new funnel strategy using the free +shipping lead magnet. You offer a free physical product and the visitor needs to pay for the shipping costs.
Similar to the $1/$7 trial, the visitor has to put his credit card in order to optin to this offer which makes him more qualified to buy from you again.
Even if you do not have a physical product you can create an information product that can be in formats such as: a booklet, a book, a physical a newsletter, a cd or a DVD.
My great friend and internet marketing world leader, Russell Brunson, is using this lead magnet here to get his amazing “108 Proven Split Test Winners” book:
13. Exclusive Offer / Discount / Free Shipping / Coupons
These lead magnets are great to attract highly targeted subscribers all of them are driving the subscriber towards buying as to use the value in each one of them, one needs to make a purchase.
World leader in online traveling, Expedia.com, is offering to get 10% extra discount for hotels with special member pricing, when registering to open a free account on their website:
Giant coupon world leader, Groupon is offering $10 off your first Groupon buy by giving them the email address:
Don’t miss this special FREE traning!
This quiz/survey lead magnet is a great way to create high engagement from your website visitors where you basically ask them questions.
They can be fun and they can also be serious, just make sure you’re not making it too long as people will not be continuing through the complete quiz/survey – this is very important.
Because when using this lead magnet, you don’t ask for their details before but at the end of the quiz/survey.
To do that you have 2 possible ways to do it:
First one is by offering them the accumulated results of the data you’ve collected from everyone – people love to know where they are in comparison to others.
The second is by prompting them to give their details in order to send them the results of their own personal quiz.
A great tool to create a quiz lead magnet can be done with TryInteract (https://www.tryinteract.com/).
In this example, visitors can take a quiz to allow them to find out their personal cancer risk in just 42 minutes:
People love to test themselves and assess their current situation. From checking ‘how smart you are’, to ‘does he/she love me’, to ‘test your spouse compatibility’, these assessments and test attract the visitors to participate and leave their details through the process.
This is usually a fun and great lead magnet to attract new subscribers and it is more suitable for a personal type of assessment/test.
Another example from international mentor, Brian Tracy, allows visitors to assess their self-confidence in exchange to the visitors’ details:
16. Marketing/Sales Material
This lead magnet is often used by B2B (Business to Business) type of businesses where the actual final sale is usually done by a sales person.
To capture the visitors’ details, they are asked to leave them in order to get information about a product or service.
Many times you see this lead magnet used in conferences and tradeshows for their brochure or in bigger corporates selling high end pricing products.
A construction exhibition in Africa allowing visitors to download the event brochure on their website:
Another conference for aviation exchanges the visitors’ details with both their sales brochure and media pack:
17. Free Consultation/Strategy Session
This lead magnet is very powerful if used correctly. Adding a free consultation or a strategy session can bring your business a highly targeted clients looking for your services or products.
If you, the business owner, is using this lead magnet and is the person who is going to make the actual calls/sessions, remember that your time is the most limited resource you have. You have to make sure you ‘extra’ are pre-qualifying the leads coming in order to be talking to the right person.
This can be made by 2 simple strategies that make the non-serious people to shy away from this amazing lead magnet offer:
First, make the optin registration form longer.
Second, ask for a fully refundable deposit of $100.
This next example is our own lead magnet for business owners, where we allow them to register for their “10X Your Business” strategy session:
18. Case Study
Case studies are the ultimate social and business proof that your service or products really work.
This is a great way to share actual results by a real customer that have used your products or services and achieved great results.
This lead magnet can be used in almost any industry and is really powerful and targeting the right people who are looking for the same results as the one shown within the case study.
Think about the powerful effect someone who really wants to lose weight has when he reads a case study on 3 people who lost 10% of their weight within 90 days and sharing it inside the case study.
AnswerDash allowing visitors to download their case study to increase revenues by 13%:
Kissmetrics is using a sophisticated optin popover, asking visitors for a YES or NO answer to get their free case study:
Many times when you enter a physical store, they offer you to register to win a cool giveaway from their stores.
The fact is everybody loves giveaways.
This giveaway lead magnet is also being used online to attract potential buyers to leave their details when visiting in your business website.
While this is a great lead magnet to get high volume of subscribers to your email list, making it very cost effective lead magnet, it also attracts lots of freebie seekers (that their conversion rate into buyers is on the lower side).
Mother Earth News prompting visitors to have a chance to win a 2016 Homesteader giveaway prize package worth $13,500:
20. Email Series
In this lead magnet, the visitor is registering to get an email series connected to a specific topic and to each other. This way the subscriber is actually waiting for each one of this emails in the series in order to get the ‘complete picture’ of the valuable information you’re giving him.
Make sure the length and number of emails is pre-determine and announced to the subscribers but also make sure that you are telling him that once this email series is completed, you will keep them on the list and email them with more great valuable information.
Also make sure your email series is not too long.
Irresistible Sales Pages offering a free email series tips for designing your own sales pages:
Funny enough, businesses are still using newsletters as a lead magnet and people do register to it, although the perceived value is not high.
If you do decide to use newsletter as you lead magnet, make it cool and not a simple ‘subscribe to our newsletter’.
In this example we see that Mysecretny.com has added the element of curiosity to their newsletter lead magnet that draws the human mind and increase the number of people who optin:
Coffeecup is asking visitors to join their newsletter which is offering tips & tricks:
Don’t miss this special FREE traning!