How to Create a Lead Magnet for Your Course

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A Lead Magnet is a free, valuable content offering in exchange for contact information for prospects. Lead Magnet’s goal is to gather guidelines and start the process of fostering a client prospect. Once you understand the irresistibility of a lead magnet, you will build your list faster than before. You can do it in a number of ways. I will cover a few of the most frequently used lead magnets for your business.

Why Use A Lead Magnet?

A lead magnet can boost your lead generation in your marketing funnel and increase overall conversion rates. An irresistible lead magnet should attract the attention and value of your purchaser immediately.

Pinpoint Your Target Audience

Your first step in creating a lead magnet is to identify your audience, or who your offer is targeting. Make sure that your magnet solves a certain problem, that it’s very specific, and has a high actual value for potential customers.  Many marketers and business owners will try to serve every person with the same lead magnet or try to attract too many people with one offer, which is a huge mistake.

Every person in the buyer’s journey is not interested in the same offers. With any lead magnet you create, it needs to be extremely specific to the people you want it to attract.  It needs to be 100% relevant to where they are in the buyer’s journey.

Each buyer persona should have its own unique value proposition and lead magnet. In the end, you should try to have a lead magnet for each one of your personas.

Determine Your Distribution Method

After you’ve determined the target audience for your lead magnet, it’s time to plan its distribution method.

Here are the most popular ways to do this:


Make a quick review of your website analytics to see which pages are the smartest option to place your lead magnet. Some common locations include:

  1. Your homepage: In a sidebar, in a pop-up, using a top bar, in the footer, etc.
  2. Resource page: Having a dedicated page is a great centralized location for all your ebooks, white papers, and case studies.
  3. A thank you page: On this page, you usually thank people for converting, and then can promote another offer that can be useful to them.


Your company blog is a wonderful marketing channel to distribute lead magnets. You can add them to the main blog page and to all the relevant posts. Blogs are also quite easy to manage so you can change lead magnets as often as you need and experiment with what works best.

Email Campaign

You can create a specific email campaign and send it to your clients. Plus, think about partnering with other companies to be featured in their newsletters, or linking to your lead magnet landing page in your email signature.

Choose Your Type of Lead Magnet

You have to decide what type of lead magnet you are going to offer.  There are many different options to choose from. However, you want to look at where your buyer personas are in the buyer’s journey and create something you know they will interact and engage with.

When choosing how to display your value proposition, remember to keep it concise and straightforward.  You also want to make the process super simple – if it’s complicated people won’t complete the action. Make sure to deliver what you promised.  Make sure the content you put in your lead magnet is related to the name and what you said it would offer. 

If you watch the patterns of your ideal people and notice they engage more with video, then maybe create a quick video for them. If you don’t have any data on what your buyer personas engage with, create a couple of options to display your content and see which one gets the most engagement.

Create and Share Your Lead Magnet

Captivating content and design play a big role in creating a great impression of your products and services.

Here are some tips in writing and designing your lead magnets:

Give your cover a single message that is clear and engaging. Focus on making the cover of your lead magnet eye-catching so that the readers understand if your lead magnet is what they’re looking for.

  • Make the main content of the lead magnet concise and skimmable: use descriptive headers, keep paragraphs under four lines, add subheadings for every two to three paragraphs and incorporate lists and bullet points.
  • Use solid colors and background images to define the sections.
  • Don’t use more than two or three colors and fonts.

Free Trial

People love to try before they buy.  This is a great way to give people what they want without the automatic commitment. Using free trials can help you avoid buyer’s remorse due to a poor buying decision. When you take a product for a spin, you don’t need to rely on false or misleading advertising, marketing hype, unfounded claims, empty promises or your gut feeling – which may all fail you.

No matter what type of lead magnet you create, as long as you remember who you are trying to serve and know what their pain points are you should have success.

Need help when creating a course? Sign up for our Crash Creation Course!

In this Crash Creation Course you will learn to:

  • Build Your Course from Start to Finish
  • Have Your Course Critiqued by an Industry Expert
  • Get an Exclusive Workbook to help you plan your marketing strategy courses



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