Ever notice how many companies brag about their lead magnets having:
→ the “ultimate” guide
→ a “complete” checklist
→ & “everything” you need (including the kitchen sink!)

Those words don’t impress anymore.
In fact, they backfire … big time!

Think about it…

The massive 60-page “everything” you need ebook, doesn’t make prospects think,
“wow, so generous”

Instead of showing value & building trust
They’re probably rolling their eyes.

Let’s be real…

1 - If it’s really everything & it’s free, why would anyone hire you?
2 - Your prospects are questioning, everything? is it? really?

This kind of hype kills trust instead of building it.

Even worse, it sets up the wrong expectations.

❌overpromise underdeliver
✅underpromise overdeliver

The truth?

Your lead magnet isn’t supposed to be ultimate, complete, everything, or any other absolute superlative.

It IS supposed to be useful, specific to the immediate problem, & incomplete on purpose.

Why?

Because when you solve their immediate problem, it should expose their next one.

& that next problem is where your paid offer comes in

👉 problem → solution → bigger problem → more valuable solution

This problem/solution loop is how you design a lead magnet that gets people to trust you so they stick around & want more.

So let’s break down how to build one.

7 Steps to an Effective Lead Magnet

1 - What’s 1 problem & who’s it for?

Pick the most immediate problem your prospect feels today.

Not all.
Just 1

for example:
→ Marketing consultant: “How do I write a LinkedIn post that doesn’t sound robotic”
→ Nutrition coach: “I want to eat healthy when traveling”
→ Interior designer: “How to pick paint colors that don’t look awful on a wall”

Notice how each is specific.
& leaves room for the next problem to show up

Pro Tip: You want to know what the next problem is in their customer journey. You’re just not solving it for them … yet!

Once you’re set on that first problem, your solution needs to give them a “quick win”

2 - Your simple & easy solution

What’s that 1 thing your lead magnet can do to help them take the next step?

reveal a problem with a quiz, free trial, free step 1 of X …

here’s how this works in the examples above…
→ Marketing consultant: Swipe file of 10 LinkedIn post templates
Pro Tip: odd numbers work better than even numbers, except for the # 10.

→ Nutrition coach: A 3-day travel meal plan
Pro Tip: the more specific you make who it’s for, the better …
for vegans, keto diet, etc.

→ Interior designer: a “5 foolproof color palettes for bathrooms” guide

Now that you have their problem & your solution, you’ve got to give it to them.

3 - Decide how to deliver it

The medium matters. You want to deliver the solution to their problem in a way they’re comfortable with & feels easy.

You can use software, information, service, even physical products

→ Marketing consultant: PDF or Google doc?
→ Nutrition coach: downloadable meal plan with photos or printable checklist without?
→ Interior designer: printable pallet cards or upload a room photo into software?

Pro Tip: Know your audience.
You want to deliver their solution in a way they’ll actually use
Because without it, they’ll never see the next problem.

Now that you have the what & the how, it needs a name…

4 - Pick a name

Your lead magnet’s name is doing most of the work in “selling” that first click.

Notice the difference?

The more specific (to them) the better.
The easier (& faster) it feels, the more confident they are it can help them.

1 doesn’t pretend to be everything … & it promised a clear (& quick) win … which leads us to step 5 …

5 - Make it easy to consume

If it feels like homework, it won’t get used.

Keep it short & actionable.

Short & simple gets finished.
Finished creates results
Results make them want more

Pro Tip: If it’s only available in one format, you miss out on the 3-4x you’d get from those who prefer other formats. Start with 1 format (text, audio, video) then expand.

6 - Make it worth paying for

Most people treat freebies like throwaway swag.
Your lead magnet is a preview of your paid-for work.

The easiest way for prospects to think they’ll get tons of value after they buy is …
drum roll …
to provide them with value before they buy

When your freebie feels valuable, your paid offer becomes irresistible
“If I get this much for free, imagine what I’ll get when I pay”

7 - Make it easy for them to want more

Tell them what to do next & why to do it now.

Because if they finish your lead magnet & feel stuck, you’ve lost them.

But if they finish & think, “that helped, what’s next?”
That’s where the magic happens.

& that’s the whole point …

Your lead magnet shouldn’t be the end of the story.
Make it the beginning of their journey with you.

You’ve just seen how a great lead magnet works.

Solve 1 problem
Reveal the next
Build trust (& value) step by step

& since it’s September …

It’s your cue to begin planning for Christmas
(though Costco started rolling out the wrapping paper before back-to-school specials!)

So here’s your nudge:

What’s that ‘stocking stuffer’ you’re giving your prospects this year?

If it’s an “ultimate guide” they’ll treat it like a lump of coal.

TL;DR?

Your lead magnet should NOT be the “ultimate guide” that solves everything.

It should be a valuable, specific, “quick win” solution,
& exposes the next problem

There are 7-steps to creating an effective lead magnet:
1 - What’s the 1 immediate problem you’re solving (& for who)?
2 - Figure out how to solve it
3 - Decide how to deliver it
4 - Test name options
5 - Have it easy to consume
6 - Make it worth paying for
7 - Give them a simple way to tell you they want more

You build trust, authority, & a pipeline of people who want to stick around because you’re giving them results, one-step-at-a-time.

Ho-Ho-Hope you make it a great “simple-solution-filled“ week!
EG

PS:

For more help with lead magnets & landing clients, check out these other free newsletters that I’m subscribed to:

Clients on Tap → Feel-good client acquisition with ZERO "bro marketing" tactics, just smart strategies that land your right-fit clients.

Thought Leader HQ → For experts (yes, that means you too!) ready to become their industry's go-to thought leader building an iconic personal brand.

PPS:

📈 Want to talk about building better lead magnets for your business by being yourself?
Find a time that fits your schedule.