B R E N T P E T E R S O N , P M P , M S , M B A

G R A C E F U L R E S O U R C E S . C O M © 2 0 1 7

Certified Project Management Professional (PMP)

THE

FIVEESSENTIAL

CHARACTERISTICS

LEAD MAGNET

of a

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What is aLead Magnet?

Lead Magnet is one of those marketing tech terms that seems to catch on within certain online communities but creates a degree of confusion for everyone else.

If it’s a new term for you, no worries. You’re not alone.

The good news is that lead magnets are all over the web – so there are a lot of examples out there and you’ll recognize them, perhaps by one of these other names…

Sign Up or Opt-In Incentive

Ethical Bribe

Killer Bribe

In the online commerce world for your own business, a Lead Magnet is an extra incentive to inspire someone to join your email mailing list.

In essence, it is a form of exchange. You gain someone’s contact information (e.g. email address) and the other person receives your lead magnet.

For example, the person who signs up for your mailing list receives the benefits of the lead magnet (such as a free resource guide) and the additional benefits of the email subscription. Your business, in exchange, receives the person's contact information (typically an email address) to stay in contact and build a relationship with the person.

Irresistible Bribe

Freemium

Content Upgrade

Free Gift

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A good lead magnet will:

Attract the right leads to your mailing list and business.

Grow your online business automatically.

Give you time back for your family and friends.

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What are Common Lead Magnet Types?

Here are ten common free lead magnet types used online to grow email mailing lists for businesses of all sizes:

Discounts (Coupons)

eBooks

Resource Guides (e.g. Checklists, Quick Reference Sheets, Reports)

Audio Files

Online Assessments / Quizzes

Video Training

Software Trials

Swipe Files (Communication Templates such as Email Messages)

Free (but Short) Consultations

Email Autoresponder Series (Automated Series of Emails About a Specific Topic)

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WHICH LEAD MAGNET TYPE IS THE BEST TO BUILD AN EMAIL LIST?

The short answer is it probably depends on the type of business.

For example, if a business is known for selling physical products, the logical or traditional lead magnet would be a product discount (e.g. sign up today to receive 20% off your next purchase).

But if you are operating an online business to sell digital products like courses or downloads and you’re just starting out or starting over, what lead magnet works the best to grow your email mailing list?

Again, it probably depends on your business, but you are encouraged to take the Lead Magnet Survey to discover what other people recommend.

In the end, whatever lead magnet you decide to create and test out, the key is to include the following 5 essential characteristics of lead magnets.

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1 YOUR LEAD MAGNET SHOWCASES YOUR EXPERTISE

Long before the information age, lead magnets had a very common name and that is… free samples.

Chances are, if you walk into a local bakery or café, you will still be treated with a delicious sample from the chef.

WHY DO THESE SMALL BUSINESSES GIVE AWAY FOOD FOR FREE?

The reason is obvious. The free sample demonstrates their expertise in food preparation. If the sample is delectable, you will likely pay for more of it. You will also feel the need to reciprocate the free offer.

In the digital world, your online lead magnet is your free sample.

It has to be good (but simple) and it has to be related to your area of expertise.

Just like a bakery chef shouldn’t offer free wine tastings of someone else’s wine, you shouldn’t design a lead magnet that is unrelated to your line of work. The gesture may be appreciated by someone, but the connection is lost.

Give your leads a free sample that builds trust in you and has them asking for more from the lead magnet chef!

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2 YOUR LEAD MAGNET CREATES TENSION

There is an old adage in writing that goes, “When the tension is lost, the audience’s attention is lost.”

Authors are advised to withhold information in their works so the audience will keep reading until the very end. Anytime you’ve kept reading another chapter, it is because the author maintained tension in the story.

The same advice applies to public speakers to keep live audiences engaged in presentations – whether they are trying to persuade or enable the audience. That’s why good speeches often begin with titles such as “3 Reasons to…” or “4 Steps to…”

Nobody likes tension in their lives and humans strive every day to release tension by discovering answers and solving problems.

Your lead magnet should also be titled and designed with this in mind. Otherwise, the audience’s attention is lost the moment they see a lead magnet that creates no tension.

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3 YOUR LEAD MAGNET DEMONSTRATES PROFESSIONALISM

When you go on a job interview, you need to make a positive first impression to get hired. You have to be organized and confident.

As pointed out in the Graceful Resources product Interview Angel, the job interview is the most important meeting you will ever attend at an organization.

At a minimum, you have to demonstrate professionalism.

Your lead magnet is no different.

It is your first impression and if it looks amateur, it will reflect poorly on you.

Go the extra mile because most people won’t.

Here are four simple professional tips for your lead magnet:

Double check your grammar and spelling.

Use color and special fonts.

Invest in stock photos.

Add your professional bio and picture at the end.

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Y O U R L E A D M A G N E T I S T H E M O S T I M P O R TA N T I N T R O D U C T I O N Y O U W I L L E V E R H A V E W I T H A N E M A I L S U B S C R I B E R .

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4 YOUR LEAD MAGNET SOLVES A PROBLEM FOR YOUR AUDIENCE

English business magnate Richard Branson appropriately and succinctly remarked, “To launch a business means successfully solving problems.”

Whether you are a new or experienced entrepreneur, you are in the business of solving problems for your customers.

People around the world right now are desperate for your knowledge and solutions. They just don’t know you are out there to help them solve their problems.

Your lead magnet can build awareness for your business if it solves a specific problem for your target audience.

The problem doesn’t have to be complex but it does have to be real.

D O E S Y O U R L E A D M A G N E T S O L V E A S P E C I F I C P R O B L E M F O R S O M E O N E ?

Make sure the answer is yes because if you are successfully solving problems, starting with your lead magnet, you are in business.

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5 YOUR LEAD MAGNET PROMOTES YOUR OTHER RESOURCES

You have a special gift to share with the world through your online business.

It has become your passion because you are mastering your craft.

To reach a global audience though, you need to profit from your passion.

Otherwise, you will run out of resources and then people will continue to search for the answers you could have easily provided.

If you have other products or services that can genuinely help other people, use your lead magnet (and your corresponding welcome email messages) to promote them gracefully.

If you don’t have anything for sale yet, then tell your audience about your plan.

The promotion of your other resources is the right thing to do for your email list subscribers and it is the right thing to do for your business.

That’s why I am now announcing the Lead Magnet Project to guide do-it-yourself entrepreneurs one project step at a time through the design and creation of their own lead magnets, landing pages, and integrated email marketing sequences.

I hope the project is also of value to you.

Y O U D O N ’ T H A V E A L O V E O F M O N E Y .

Y O U H A V E A L O V E O F S E R V I C E .

Create a newlead magnet today.

Your global audience is waiting for your help. Your family and friends are waiting for you too.

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Brent Peterson, PMP, MS, MBA

Richmond, VAGracefulResources.com

CERTIFIED PROJECT MANAGEMENT PROFESSIONAL (PMP)

Brent is a certified Project Management Professional (PMP) since 2005 from the internationally recognized Project Management Institute.

He holds a Master of Science (MS) in Information Systems from the University of Virginia, and was recognized as the top MBA student from his graduating class at

James Madison University.

He has extensive experience with information technology and systems for over twenty years including web design, landing pages, product launches, automated

lead generation strategies, email segmentation, and email marketing.

Click here for a summary of recommended web and email resources currently in practice with clients. For custom client project inquiries, please use the Graceful

Resources contact form.

Brent is a husband (of 22 years) and father (of 3 daughters). In his spare time, he loves to go cycling, help coach his daughter’s little league softball team, and pitch for his men’s church softball team. Brent is also addicted to Dunkin’ iced

coffee, Mumford & Sons music, and the TV show The Goldbergs.