Lead magnets have a bit of a reputation problem at the moment.
I’m fairly confident if you’re reading this, at some point you’ve downloaded the “free guide” that promised the world and delivered ten obvious tips and a sales pitch. Am I right?!
But when they’re done properly, lead magnets can still be incredibly effective.
The trick is understanding what they’re actually for.
So let’s break it down.
What a lead magnet actually is, whether they still work, how long they should be, and a few ideas for lead magnets that people might actually want to exchange their email address for.
What is a lead magnet?
A lead magnet is simply something valuable you offer in exchange for someone’s email address.
Usually it’s free.
The goal is to move someone from casual visitor to subscriber so you can keep building the relationship through email.
Some of the most common ones I see out in the wild:
- Guides
- Checklists
- Templates
- Quizzes (love me a good quiz!)
- Mini courses
- Calculators
- Worksheets
But the important thing to understand is this:
The lead magnet itself isn’t the strategy.
It’s just the doorway.
The real strategy is what happens next.
The mistake most people make with lead magnets
A lot of businesses create a lead magnet without asking the most important question:
What do I want this to lead to?
A good lead magnet shouldn’t just collect emails. It should attract the right people for your next step.
For example:
- A brand strategist might offer a Brand Clarity Quiz (like me! Head on over here to do my Brand Spirit quiz.)
- A lawyer might offer a Contract Checklist
- A leadership coach might offer a Decision-Making Scorecard
Each one naturally leads into the service they provide.
If the connection between the lead magnet and the paid offer is weak, the whole thing tends to fall flat.
You end up with a list of people who downloaded something… but never actually become clients.
When a lead magnet is a waste of time
This might be controversial in marketing land, but sometimes the best move is not creating one at all.
A lead magnet can be a waste of time if:
You don’t know your audience yet
If you’re still figuring out who you help and how, it’s hard to create something truly useful.
You have no follow-up emails planned
Collecting emails without a nurture sequence is like hosting a dinner party and never speaking to your guests again.
Your offers are still evolving
If you’re testing services or offers, it’s better to wait until things settle.
Your business relies heavily on conversations
Some businesses convert better through direct conversations rather than downloads.
In those cases, building relationships through content and connection might be a better place to start.
How long should a lead magnet be?
Short answer?
Shorter than most people think.
A common mistake is assuming a lead magnet needs to be a 40-page ebook. (Does anyone even read ebooks anymore??)
The best lead magnets are often:
- quick to consume
- immediately useful
- easy to implement
Examples include:
- A one-page checklist
- A simple template
- A 10-minute training
- A worksheet
- A scorecard
People are busy. If someone can get a quick win in five minutes, they’re far more likely to remember you.
Cool lead magnet ideas (that people actually want)
Instead of another generic “10 tips” PDF, here are a few lead magnet formats that tend to perform well.
Tools and templates
Practical tools are incredibly valuable.
Examples:
- Proposal templates
- Email scripts
- Content planning spreadsheets
- Client onboarding checklists
- Messaging frameworks
These are the kinds of things people save and use repeatedly.
Interactive lead magnets
Interactive tools are growing in popularity because they’re engaging and personalised.
Examples:
- Quizzes
- Scorecards
- Calculators
- Self-assessments
For example, I use a brand personality quiz, which helps people understand their brand voice while also introducing them to my approach.
People love learning something about themselves.
The biggest mistake people make when creating a lead magnet
Most people hide their lead magnet.
They spend weeks creating it… then tuck it away on one lonely page of their website.
Instead, your lead magnet should appear in multiple places.
For example:
- Your website homepage
- Blog posts
- Your email signature
- Your LinkedIn profile
- Social media posts
- Website pop-ups or banners
Think of it as an invitation, not a secret.
Where to put your lead magnet on LinkedIn
LinkedIn is actually a great place to promote a lead magnet.
You can add it to:
- Your featured section
- Posts and articles
- Your LinkedIn newsletter
- Your profile banner
- Your “about” section
You can also refer to it naturally when sharing insights.
For example:
“If you want the full checklist, I’ve created a free download.”
Simple. Helpful. Not overly salesy.
A quick lead magnet test
If you already have a lead magnet, here’s a simple way to test whether it’s doing its job.
Ask yourself:
- Does it solve one clear problem?
- Can someone use it in less than 10 minutes?
- Does it naturally lead into my paid service or offer?
If the answer is no to any of these, it might be worth revisiting.
So… are lead magnets still a thing?
Yes. But not in the way they used to be. People aren’t looking for another generic ebook.
They’re looking for something useful, specific and quick to apply.
When done well, a lead magnet can be the start of a really valuable relationship.
