What is a lead magnet?

Riansyah Tuahunse
3 min readJun 22, 2020

Lead magnets, in marketing, are an effective technique for gaining a prospect’s contact information. A Lead Magnet can completely make or break your lead generation success and it also plays a vital role in developing a Customer Value Optimization system.

The goal of the Lead Magnet is to maximize the number of targeted leads you are getting for an offer.

What is a lead magnet?

A lead magnet is a marketing tool that generates leads by offering a resource in exchange for a prospect’s contact information. Leads magnets can take the form of ebooks, whitepapers, templates, and similar downloadable assets. This exchange takes place at the second stage of a buyer’s conversion path.

Why do you need a lead magnet?

If you want to generate leads online, then your business needs a lead magnet.


Because email is a very personal thing. People aren’t simply going to give you their email address without a good incentive, even if they like your brand. As a marketer, it is your job to give them a compelling reason to do so.

Getting the email address of your prospects is a valuable transaction. It converts them to a lead, expresses interest in your offer, and gives you the ability to market your products or services to them.

An irresistible Lead Magnet immediately grabs the attention of your buyer persona and delivers real value to them. By winning over your leads with a free offer, you are getting their interest in your paid offers and starting your relationship on a positive note.

What Makes a Good Lead Magnet?

There are several things that you need to make your lead magnet irresistible.

  • Solves a real problem — if your lead magnet doesn’t solve a problem that your customer has, then it won’t work at all.
  • Valuable — your lead magnet should have both high perceived value and high actual value.
  • Easy — your lead magnet should promise (and deliver) a quick solution that helps them to easily achieve something.
  • Accessible — your lead magnet will work best if it is something that can be delivered right away. People love instant gratification.
  • Specific — don’t create a lead magnet about something general. The more specific you are about the benefit of your lead magnet, the better it will convert leads.

How to Create a Lead Magnet?

To be effective, your Lead Magnet needs to have a purpose. Here are some step that you should do

Identify Your Buyer Persona

Your Lead Magnet needs to be ultra-specific to the people you want it to attract. If your Lead Magnet isn’t relevant to the wants and needs of your buyer persona, they aren’t going to download it.

Value Proposition

Once you’ve decided which prospects you want to target, you have to give them a compelling reason to download your Lead Magnet. The amount of leads your Lead Magnet generates for you will be directly tied to the promise you make to those prospective leads.

Choose your Type of Lead Magnet

most Lead Magnets fall under the following categories:

  • Guide/report
  • Cheat sheet
  • Toolkit/resource list
  • Video training
  • Free trial
  • Discount
  • Quiz/survey
  • Assessment/test
  • Sales material

pick one of these high-converting lead magnet ideas, and then create your own. Hopefully, this short article helps you to generate more leads so you could convert them into your customers. Thanks!

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Originally published at https://www.linkedin.com.



Riansyah Tuahunse

I help Businesses / Companies get massive growth through paid ads. Connect with me on Linkedin https://www.linkedin.com/in/riansyah-tuahunse/