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Top 5 Examples of Lead Magnets

A lead magnet is an offer compelling enough that a prospect would provide their contact information in order to receive it. It could be a piece of content like this web page... a lead magnet about lead magnets.

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E-book or guide

Create a guide or e-book that helps prospects understand a specific topic related to a problem your company can solve. Content helps illustrate your company’s expertise while providing valuable information that prospects need to make an educated purchase.

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Starting a new endeavour—like working with your company—might involve a to-do list for prospective customers. Help with the homework by creating a downloadable checklist that educates them on the tasks ahead.

Not only could you generate leads, but a completed checklist can help in your sales process too. For example, a financial planner could offer a checklist that outlines documents to prepare and goals to identify before the initial consultation.

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Cheat sheet

Got a list of tips worth saving for future reference? Compile them into a cheat sheet that can serve as a preview of your services or the downloadable companion to another content piece.

For example, a nutrition specialist could offer a cheat sheet about calorie counts, meal timing, and healthy snack ideas that prospects could save and reference on a regular basis.


Case study

No matter how compelling your website and marketing materials are, some prospective customers will always wonder, “But how would you help someone like me?” Show them through a case study on one or some of your customers.

Describe in detail how the customer solved a problem by working with your company, including any pertinent statistics that illustrate her success. Create a PDF or video requiring an email address to download, then follow up to ask for questions and feedback.


White paper

You’re an expert in your field. Prove it to prospects by creating a lead magnet in the form of a downloadable white paper (an in-depth report on an issue facing your industry). Isn’t that an e-book, you ask?

A white paper is more detailed and research-oriented—the marketing equivalent of an academic paper. Use this lead magnet if your goal is presenting yourself as a subject-matter expert while helping prospects understand a complex topic.


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