3 Steps to Creating a Lead Magnet to Get More Coaching Clients

Apr 01, 2022

Creating an effective lead magnet (also called a freebie) can be a great way to attract warm leads and get more coaching clients. Whether you've created lead magnets before or have no clue what a lead magnet is, the process of creating one that actually works looks exactly the same.

In this episode, I talk about the three steps to creating a lead magnet that gets more coaching clients:

  • Choose a compelling (and specific) topic
  • Choose a format that provides immense value
  • Create a consumable and valuable lead magnet that offers the next step in your sales process

 In today's episode, we are going to be talking about the three main steps to creating a lead magnet that's going to help you attract warm leads so that you can then convert them to clients. And before we get started, it's important to first understand what a lead magnet is. Essentially, a lead magnet is a free resource that you want your ideal clients to ask you for or to opt into so that you can then get them into your network and really start building that relationship with them. 

In creating a lead magnet, there are three main steps that you need to complete to make this happen. In this episode, we're going to be talking specifically about the lead magnet itself, the actual product, that piece of packaged content, and we're not going to be diving as much into the opt-in process or how you're getting people to raise their hands and say, “Hey, I want this lead magnet.” Today, we're focusing only on that product, the actual lead magnet itself, and there are three steps to creating an effective lead magnet. 

The first step is to choose a topic. What is your lead magnet actually about? What is the problem you're solving for them? It can be easy to think, I want to create a masterclass or an ebook or a how-to guide, but hold on and think about the actual topic. When you're choosing a topic for your lead magnet, it should fit four main criteria. It has to be desirable; it has to be something that your ideal client actually needs or wants. 

It has to be specific; it has to offer an ultra-specific solution to an ultra-specific problem. If this is your first lead magnet, don't try to “go broad” and hit all the bases. Here, you just want to get more specific. If you can solve a super-specific problem, it's ultimately going to be way more effective. It's important to note that we're not just trying to get this lead magnet into the hands of anyone; we're really trying to get it into the hands of people who fit the profile of your ideal client, and we can use that specificity to make sure we are getting it in the right people's hands.

The third piece of criteria is it has to be congruent with your main offer; it has to align with your main coaching or consulting offer or program, meaning that it needs to solve a super-specific problem. But that super-specific problem has to be one that your other offering’s solve as well, so one way to think about it is as a piece of the pie of the larger offer. 

The fourth piece of criteria is that it needs to provide immediate value; the person who opts into it, your ideal client, should be helped pretty immediately when they consume the lead magnet. And that ties back to the question or concern of specificity, because if you're trying to solve a really broad problem with your lead magnet, you're not going to be able to provide that immediate value. If you're struggling with creating that immediate value for the person who's consuming the lead magnet, it might actually be a problem with the topic that you chose; it might be that the topic is not specific enough. 

Once you have that topic nailed down, once you know the topic of your lead magnet, the next step is to figure out what the format is going to be. This is where we start talking about “Okay, is it going to be an ebook, or a how-to guide, or a checklist, or a cheat sheet, or a free video training, or an email course, or a lot of them?” There are a million different formats that a lead magnet could take, and it's really important that when you are trying to figure out the format for this lead magnet, the question you need to be asking is “Is this the best way?” or, “What is the best way to deliver the content?” and, “What is the most consumable way to deliver the content?” 

That means the format needs to make it as easy as possible for subscribers to consume, and the format needs to make it as easy as possible for their subscribers to get that immediate value out of the lead magnet. Oftentimes, once you've figured out what the topic is going to be, figuring out the format is pretty self-explanatory, and you say, “This topic lends itself really well to, say, a webinar or a live training.” Other times, it won't be as clear cut which format makes the most sense for your topic. And if that's the case, then it's a really good opportunity to consider several things. 

The first is which you can do the best. If you've never done a live training or a webinar, maybe that's not the best format. If you tend to be a stronger writer, for example, perhaps a written format would be better for a lead magnet. The second is your audience or your ideal client. What's going to resonate most with them? What type or what format of content are they going to be most likely to consume? For example, I know that a lot of my ideal clients are over the free checklists or the free ebooks or the free how-to guides. They want something that they can consume a little bit quicker. That's why videos or just templates, for example, and worksheets tend to be a really good lead magnet for my ideal client. You need to figure out what that is for yours. 

The third thing to consider is that no matter what format you choose, you can always repackage it in the future in another format. You don't want to get caught up in this analysis paralysis, where you're just not sure what format makes the most sense, so you obsess over that decision, and then ultimately, don't do any of them. If you're really struggling, just choose one to start, knowing that if you aren't getting the results down the road, you can usually pretty simply repackage it and turn that how-to guide into a free training, for example. 

Once you have chosen the topic for your lead magnet, and have figured out what the format is going to be—at least to start off with—it's time to actually create the thing yourself. Obviously, this process will vary based on the format, but there are several considerations that will apply no matter what format you choose. The first thing is to remember that your lead magnet is simply a step on the way to converting new clients. So while that lead magnet does need to provide a lot of value, it also needs to have a compelling call to action, or next step, so that you can move them from just being a lead to being someone who has, for instance, booked a call with you. You always need to make sure you have that call to action, which can come at the end or on the last page or wherever in your lead magnet. 

If you're selling through sales calls, for example, so you're using strategy sessions or discovery calls, the easiest call to action you can make there is to book a call with you. But as you're creating your lead magnet, you also want to remember not to sacrifice that specificity. You've gotten really specific when you chose the topic, and as you're creating a lead magnet, new ideas will start to come to mind for you, and you really want to remember that you need to stay ultra-specific in a single lead magnet. As these ideas are coming to you, take note of them, jot them down, but don't feel the need to pack all of them into one lead magnet.

Finally, you want to make sure that the lead magnet is consumable, and this looks like different things based on the format. For example, with an ebook or a how-to guide or some sort of PDF lead magnet, you want to make sure that there's plenty of whitespace. You incorporate images, and you're not hitting people with, you know, really long paragraphs, that type of thing. That makes it easier to consume and really makes it look even less intimidating, for example. So that's what we're talking about when we say long paragraphs, because if someone looks at a page with a block of text, that's not very hospitable. It's not very consumable. You really want to make sure that you are formatting in the friendliest and easiest-to-access way possible. 

You also want to make sure that your lead magnet actually delivers and completely delivers on the promise that you've made in the headline or on the title. It needs to really deliver what it promises instead of saying, “Here's 10% of what I promised, and if you want the remaining 90, you have to book a call with me.” That's not what we're doing here, because if you deliver on the promise that you made when people opted in or asked for this lead magnet, that builds so, so much trust. 

In conclusion, if you are creating a lead magnet or a freebie for your ideal clients to help generate leads, there are three steps that you need to follow in order to create a really effective one. The first one is to choose the topic, so we're choosing the topic before we actually decide what it's going to look like. Once you choose the topic, then choose that format, whether it's an ebook or a training or whatever. It's going to be a lot easier in that order, because oftentimes, if you sit there and say, “Okay, I need to create a free training,” then you're thinking, “Okay, what am I going to actually create a free training about?” No, no. What we're doing here is getting clear on the topic, because oftentimes, that will actually inform the format that it actually takes, which is the second step. The third and final step is to actually create the thing, keeping in mind as you're working that it is consumable, that it delivers on the promise, and that it has a call to action. 


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