Last week I was at my insurance broker’s office and after our business was concluded she proudly offered me a calendar which I politely refused. Every single thing I own seems to be obsessed with me knowing the date and exact time. I don’t need a calendar.

“Do you have a fridge magnet?” I said.

“No, I’m afraid I don’t,” she replied.

And so, I left her office somewhat disappointed.The truth is that I have as much right to expect a fridge magnet as a result of a visit to my insurance agent as my daughter does to a stuffy at the fair. Who know’s what kind of pitch she could have made or insight she could have gained in those brief moments of my admiring that mythical magnet.

While it’s true that the term “lead magnet” has nothing to do with fridges or more specifically, magnets. The true story above does provide a pretty good analogy for the reason behind lead magnets. This is because it demonstrates two things which are critical:

  • Your lead magnet must have relevant value
  • People expect you to offer something of value to them

The most important key to your success is to identify who you are trying to reach and provide them content/information which they can actually use and profit from in a practical sense. It could be “Top 10 uses for a dead cat,” so long as it solves a problem.

You get bonus points if your lead magnet is sharable and will garner prestige for the sharer. One of the most primal reasons people share online is because it’s like a currency. The payoff is prestige among their friends or colleagues. It’s not a new motivation, we’re just talking about making someone look good!

Here’s a content trick for you. Make content shareable by knowing who you are creating for but, also for who they may share it with. If you have a good idea of who your target is, then you will know where and with what people they are likely to share it. A lot of the most valuable big data is already in your head.

Types of lead magnets

Lead magnets can take a number of forms. It’s a lot like the kind of radio promotions/contests you hear or remember from your youth. Theses lead magnets came in only a few basic types but, have been reworked endlessly.


Something in written, visual or audio form which provides practical value. It has to be worthwhile enough for a person to part with their information.


The web makes coupon promotions rather easy and opens up large distribution channels if you want to make the investment. Simply offering a coupon for a future purchase may get you that opt-in though.



Today digital retailers such as Amazon make contest fulfillment pretty economical. However, contests can go south very quickly and become a huge headache.

The web provides you a massive number of choices in how you present and distribute your content:

  • Email Marketing
  • Infographics
  • Case Studies
  • eBooks
  • Podcasts
  • White Papers
  • Demo Videos

Lead magnet checklist

  • You shouldn’t even think about creating a lead magnet until you really know who you are trying to engage
  • Your lead magnet must engage your prospect by offering them immediate value from relevant content
  • Your lead magnet must also be crafted so that it carries enough value that it is sharable beyond your initial prospect
  • Focus on the channels where your prospects are
  • Know the “local lingo” of the channel before you jump on it
  • One type of content does not fit all channels

The Responzive team understands these channels, the dialogues and the conversations they provide for. Members of our team have been key players in past online developments in digital marketing. Combined, we have a century of experience.

Contact us now and find out how we can help you create great lead magnets that really attract leads!

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