👇 Watch this first!

https://www.loom.com/share/2727bc2aa30c4815be08ddc21f5498fa?sid=8f758354-92a6-407e-b02e-ad4074e32e94

What you’ll learn:

  1. What to launch: How to determine if a lead magnet is going to be valuable to the type of reader, customer, etc. that will be meaningful to your business
  2. How to launch: How to validate a lead magnet is aligned with your ideal customer profile (ICP)
  3. What ‘great’ looks like: A few of my favorite lead magnets

Why it matters:

  1. Lower the CPL / CAC on your ads
  2. Drive qualified leads to your company from social
  3. Build immense trust with the readers of your newsletter (so you can convert them into customers)

A few guiding principles for what makes a great lead magnet:

  1. Real: Real SOPs and documents from your company, call recordings, etc. are better than things that have been manufactured explicitly to be a lead magnet.
    1. Tyler’s seed deck
    2. Sales call recordings from a company doing $17M a year (a product we launched with Jesse Pujji)
    3. Mr. Beast’s employee handbook (never used as a lead magnet… but went incredibly viral on Twitter!)
  2. Recent: The more recent, the better.
    1. You’re probably here because you saw my post about Tyler Denk’s (CEO, beehiiv) success with us using his seed deck as a lead magnet for paid ads.
    2. If beehiiv raised 10 years ago, that wouldn’t be so exciting - this lead magnet works because they’re extremely topical and have had multiple successful raises in the last 3 years.
  3. Relatable: Social proof is a tremendous multiplier of lead magnet success - has someone accomplished a goal your ICP wants or has the lead magnet been used by someone your ICP knows + respects? There are three primarily types of social proof that outperform…
    1. Financial/numerical outcomes: beehiiv’s seed deck raised $2.6M
    2. Who has used the lead magnet: It’s Tyler, not just anyone, who has had success using this!
    3. How many have used the lead magnet: The lead magnet you're reading now was used to drive 20k subscribers for his newsletter.

<aside> 💡

Note: Because effective lead magnets are extremely broad in range and folks use various ESPs (beehiiv, convertkit, hubspot, etc.), this page includes the ingredients / common processes we use + find commonly in strong lead magnets. This is not: