Roving Report: A Look at Sample Lead Magnets

Fishing On The Lake At Sunset. Fishing Background.

Writing a lead magnet for your business can help you bring in new prospects, build relationships, demonstrate your authority, and ultimately land more projects.

Recently, several Wealthy Web Writer members tried their hand at writing a lead magnet to support their own writing business… and several of them agreed to have their work reviewed.

You can see the results of that review in the webinar recording HERE.

Before reviewing submissions, Heather went over the assignment brief.

Heather expanded on the points in the brief.

  1. Audience — Look at who your audience is, and get a really good feel for them, then target your message to get their attention.

  2. Core Service — This is the service you most want people to hire you for. It could be writing websites, sales funnels, newsletters, white papers, case studies, social media, or many other core services.

  3. Topic — Once you know your audience and the projects you want to attract, create your lead magnet around a topic that’s enticing for them. (You may find it helpful to watch this webinar on the components of a lead magnet.)

    Make sure your lead magnet gives value all on its own.

    Some people advise you not to teach your audience how to do something, but how to use your services. An example would be “How to Write a Great Headline” vs. “Six Different Types of Headlines.” Heather disagrees, though.

    “Don’t be afraid to teach them what you do,” she told us. “Some people might do it themselves, but that’s okay.”

    She reminded us that we can only handle a few projects at a time. “If 500 people download your report and 1% want to hire you, that could be enough to max you out for a time,” she pointed out.

    Don’t worry about giving away the store — just demonstrate your authority. It’s fine to weed out the do-it-yourselfers, in fact, because they can be difficult clients.

  4. Best way to deliver — “There’s a lot of opportunity to be creative here,” Heather suggested. The most standard lead generation product is the PDF special report, so you can always use that. Other possibilities include checklists, infographics, free consultations, video tutorials, or access to a closed Facebook group.

    If you do start with a special report, test it against something else later on to see which converts better with your audience.

Heather also gave us some quick tips for a strong lead magnet.

  • Address a problem your ideal client has. This is where your audience research comes in — find out about their problems by attending networking events, reading trade publications, or researching online.

  • Give away real value. This is not a sales piece, and it should provide value to the reader in itself. Use it to demonstrate your authority and help move the prospect toward becoming a client.

  • Showcase your knowledge and skills in the lead magnet.

  • Be likeable and true to yourself. “Let your voice and personality show through while staying professional,” Heather advised. This way you attract people who will enjoy working with you and filter out those who aren’t what you’re looking for.

  • Use a format your audience will like. That’s why you need to get to know your audience first.

  • Offer a next step. If your lead magnet is a report, it should give the reader actionable advice to overcome a real problem without hiring you. However, leave a door open to make it easy for them to hire you if they do want to.

Submission #1

Heather noted this writer did “a really good thing.” She submitted the full context of the lead magnet — how people were arriving at the lead magnet, and what they would see that would prompt them to take advantage of it.

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Susanna Perkins

Susanna was dragged back, kicking and screaming, into freelancing after losing her job in the banking meltdown in March, '09. One 3-month stint in an appalling temp job persuaded her to get serious about establishing herself as web writer. In March, 2012, she moved to a small town in Panama with her husband and three small dogs. After enjoying the writer's life in the culture of "buenas" and "mañana" for 2-1/2 years, she's returned to the US. At least for now.


  • Just a quick thanks Susanna for the synopsis. Not always easy to make the live event or listen after. And this was a handy quick read yet with ton of substance. Much appreciated!

    • My pleasure, Jane. Glad you found it helpful!

      As someone who’d rather read than listen/watch, I always appreciate a well written synopsis as well. 🙂

      All the best,

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