So you’ve been told to create a lead magnet.

You’ve spent hours putting together a free guide, a checklist, or a PDF. And what happens? A flood of new subscribers! But then… crickets.

They never buy.

Here’s the brutal truth: Most lead magnets attract freebie seekers, not actual buyers.

But what if your lead magnet could do more? What if it could bring in people who are already in the mindset to spend money?

That’s exactly what we’re diving into today: 10 creative lead magnet ideas designed to attract real buyers, not just freeloaders.

Useful Episode Resources

FREE list of the top 10 books to improve your email marketing

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Join The Email Hero Blueprint

Want more? Let's say you're a course creator, membership site owner, coach, author, or expert and want to learn about the ethical psychology-based email marketing that turns 60-80% more of your newsletter subscribers into customers (within 60 days). If that's you, then The Email Hero Blueprint is for you.

This is hands down the most predictable, plug-and-play way to double your earnings per email subscriber. It allows you to generate a consistent sales flow without launching another product, service, or offer. Best news yet? You won't have to rely on copywriting, slimy persuasion, NLP, or ‘better' subject lines.

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00:01.14

Kennedy Kennedy

ah How do you get more email subscribers? That's a big question we all have, but also how do you actually get the ones who will actually buy from you? Not just all those freeloaders.

00:14.57

Kennedy Kennedy

In today's episode, I'm going to show you 12 different lead magnets that will help you build your email list, but with the people you actually want to buy.

00:52.81

Kennedy Kennedy

Hello, welcome to the show. Kennedy here with you every single email marketing Wednesday. Here's the thing about most lead magnets, right? Most lead magnets do a pretty good job of bringing it in new email subscribers and leads, right?

01:06.79

Kennedy Kennedy

But what actually happens then is they struggle... to get people, all those people you brought in, to actually convert into buyers. But if we are spending money, if we're investing our time and our effort and our money into bringing in subscribers and having an email marketing platform, well, we've got to monetize those people, right? We've got to make sales.

01:30.67

Kennedy Kennedy

The fact is, most lead magnets that you've been taught to come up with are to fu fulfill the promise of some course about list building.

01:41.60

Kennedy Kennedy

That's where we usually learn about lead magnets on some, hey, we're going to get you this many new subscribers in a week, in a day, in a month, whatever it's going to be. And so what happens is those courses sort of cut the corner. They cheat by getting you lots of email subscribers and you think, oh, well,

01:59.72

Kennedy Kennedy

That's good. I've got loads of email subscribers. That was money well spent. I've got a return on investment. And then you try and make sales. And that's when it gets really, really tricky.

02:10.43

Kennedy Kennedy

It's a short sighted go. Building an email list of having number of subscribers is a really short sighted go. Let's be honest, I think all of us would rather have 100 people on your email list who list who are paid to get there and they don't buy a bloody thing, right?

02:30.71

Kennedy Kennedy

So these 12 different lead magnets that I'm going to share with you today are unique, they are special, and they're definitely different to what you've heard before because they don't just bring in a quantity of people, but they bring in the type of person who is actually in the mindset of buying. We're going to leverage some psychology to do that.

02:51.24

Kennedy Kennedy

And when they buy, what's really nice about that is you can afford to bring in more and more of them. That's the beauty of this. Now, of course, we're going to get into these 12 different techniques. But if you want to discuss this more afterwards, get more hints and tips around your email marketing, we do have a free Facebook group.

03:10.67

Kennedy Kennedy

Just go over to Facebook, search for The Email Marketing Show Community. And in there, we'll be talking about building your list, converting your list, maximizing the profitability, increasing your deliverability, better subject lines, what to write in your emails, and pretty much everything else to do with email marketing. there' a few thousand of us in there.

03:28.81

Kennedy Kennedy

And it's free for you to join. Just go to just a go to Facebook. Easy for me to say. Just go to Facebook and search for The Email Marketing Show Community and come and join us. Okay, so let's get into these different lead mags. In fact, I've even snuck in a few extras.

03:45.48

Kennedy Kennedy

I know we said 12. I'm going to give you 14. And the last one I'm going to give you, i I'm leaving it to last because it actually uses a technique that I learned when I was actually inventing magic tricks that are now used by Las Vegas headliners and on TV. I think you're going to really, really like that one.

04:04.00

Kennedy Kennedy

And it's a little bit off the walls, a little bit strange, but we are going to get to that in a bit. So the first type of lead magnet that I want you to use is a demonstration of your method.

04:15.71

Kennedy Kennedy

And that is, hey, register for this webinar, register for this video, have a look and download this ah the this Google Doc or this PDF. And it shows you how our method works.

04:29.35

Kennedy Kennedy

So in our example, that would be, hey, we have this thing that we use to help people get much more conversions from their email marketing. We call it the SCORE method, S-C-O-R-E. And I've made a video or I'm doing a webinar where I'm going to show you how it actually works.

04:44.91

Kennedy Kennedy

And by doing that, people are saying, I don't just want to solve the problem, but I want to find out your particular solution to the problem. They are so close to buying.

04:55.31

Kennedy Kennedy

They just want to see how it works before they go ahead and go, yes, that's going to fit in with my style, how I like to work, how much time I've got to invest in doing this. So some kind of demonstration of how your method works.

05:09.77

Kennedy Kennedy

It even works really, really well in ads as well, just by the way. Okay. Okay, lead magnet type number two is an open day. This is so damn effective. If you have any kind of live element to your program, maybe you do Q&A calls, maybe you do um coaching calls, group coaching calls, something like that, invite prospective customers, prospective students, along to attend one of those live calls.

05:37.68

Kennedy Kennedy

Because when people spend time with you live, And as long as you're nice and not a total dickhead, then they'll be like, oh, I don't want this to end. I want to be involved in that. A little tip on that. We've done this very, very successfully is make sure those people are very clear that they get to attend just like any other attendee. They can ask questions. They can give feedback. They can get involved.

05:58.99

Kennedy Kennedy

They're not a fly on the wall. They're not observing from afar through ah a glass window. They are fully involved. So an open day, hey, register, come along, attend live. It could be an open day of a workshop you're doing, a Q&A. It could be of a class that you're giving. So they get to experience what it's actually like to be a customer of yours.

06:21.08

Kennedy Kennedy

And what kind of person wants to do that? The kind of person who is dreaming, wishing, and hoping to become a customer. Do you see how these two already are setting people up to want to become a customer?

06:33.84

Kennedy Kennedy

The third one is what I call a case study selector. Okay, this is where someone comes to your landing page and they can see the the method that you're using. And then you say, hey, would you like to see how people in your market, in your niche, in your situation, in whatever,

06:51.75

Kennedy Kennedy

are actually using this. So like in the weight loss space, you might have like this great weight loss program. And then somebody can say, hey, why don't you tell me a little bit about you? And I'll send you some stories about past client successes.

07:07.62

Kennedy Kennedy

who have used our method. So they might choose that they are a female who's trying to lose um ah trying to lose some some weight after having had a child.

07:18.33

Kennedy Kennedy

So they're saying, this is who I am. And now you can tell them some stories about, hey, here's a person who was in the same situation as you. Here's another person. What is this person doing? This person is just doing a final check before they buy that's actually going to work for them.

07:33.96

Kennedy Kennedy

They already like it. They already want to solve the problem. They already wanna solve it in this way. They just wanna check, will it work for me? Which is one of the biggest objections any of us get when we are selling anything. Will it work in my particular set of circumstances?

07:50.67

Kennedy Kennedy

Another example I've seen of this is a piece of software. where it was like a general piece of software, which was like making funnels and stuff, like building funnels, where those bits of software. And on their landing page, you could tell them a bit about your business. Hey, I'm in B2C, I'm in this niche, I've got this size of business.

08:07.00

Kennedy Kennedy

And they will send you a bunch of collated case studies, little stories, maybe some videos if you've got them, of people in that situation. Again, the only people opting into that are people who are really close to buying.

08:21.47

Kennedy Kennedy

Here's a really cool one. And one of my favorites, I call it the expert eavesdropper. This is where you borrow the status of somebody else, the credibility of a celebrity of somebody else.

08:34.35

Kennedy Kennedy

And you put that in front of your perspective audience. And so that's why you're going to say, hey, there's this expert in our niche. I had a private conversation or i had a conversation with this person.

08:45.31

Kennedy Kennedy

Drop your email address in and you can listen in to how we solve that problem, how that person does this thing. So you're actually aligning yourself very closely with that person who's got much more credibility in your marketplace. Make sure the person is credible in your marketplace, though. You don't you're like,

09:03.36

Kennedy Kennedy

hey, there's this person they call Oprah Winfrey. And we talked about how to groom your dog in an afternoon or whatever. Like the people are going to join that are going to be like Oprah Winfrey fans, not necessarily really good candidates for your dog grooming business. You want to make sure it's a person who's only really famous and really a celebrity with credibility in your market. So that it's not being diluted. Okay.

09:28.16

Kennedy Kennedy

Number five is a calculator, tracker or scorecard. I've got so much to say in this one that I actually bundle these things together. These are really, really powerful. In fact, I know Ryan Dice, a digital marketer, has been running his scorecard, which is like oh it's like a CEO dashboard, allowing people to track their progress and it's one of their best performing ah lead magnets so ever they've been running it for years and years and years because it bloody works what does that allow you to do a calculator tracker or scorecard allows somebody to put in a bunch of information into probably like a google sheet or an excel or something like that something really simple and it allows them to figure out their opportunities and to get clear vision

10:13.64

Kennedy Kennedy

on a problem or problem areas and opportunities in their business. If someone's doing that, they are looking for ways to grow. They are looking for ways to improve.

10:25.24

Kennedy Kennedy

So if somebody's downloading or getting access to a calculator tracker or scorecard, they are a person who is in the active proactive state of identifying opportunities and doing something about them, which basically means They want to buy something from you. They want to invest in something that's going to get them to that place.

10:44.07

Kennedy Kennedy

Number six, I call the expert expose. a And it's basically how celebrity, famous person in niche, does what they do. So i have a great example you've probably seen a million times is how Alex Homozi built a $100 million dollar business or how Alex Homozi got a million views on his last video if you were teaching YouTube strategies. OK, how the queen has the most beautiful garden in all the land or something like that. Or probably the king these days. OK, fine. All right. And that is you're borrowing the expert status again.

11:21.94

Kennedy Kennedy

But you're saying, I'm not doing your interview with this person this time. This is me revealing how they did that thing. Again, somebody is looking for that solution and you're borrowing the credibility of you of that other person and you investigating that.

11:36.62

Kennedy Kennedy

Number seven is a paid mini offer. One of the best ways of attracting people into your business who will pay you for something is by getting them to pay for something in the first place.

11:48.40

Kennedy Kennedy

Not all lead magnets need to be free. You can charge a small amount of money to get people in to basically say, hey, I've got a credit card and I know how to use it, as I like to say.

12:00.44

Kennedy Kennedy

So you want to bring in people online. who are like, hey yes, I am so interested in this topic that I'm willing to pay something for it.

12:11.32

Kennedy Kennedy

So these paid many offers, it might be a short class, it might be a little workshop you did, it might be some templates, it could be whatever you really fancy, but a great way of bringing in in people who are predisposed to buying from you is to get them to buy from you in the very first place.

12:27.13

Kennedy Kennedy

And you've probably seen this with self-liquidating offers, very, very popular, very, very effective even today. The next, number eight, is a low-cost book, right? You've written a small book. It just needs to be like 100 pages. needs be the whole thing. It could be the whole thing, right?

12:43.51

Kennedy Kennedy

It's just a low-cost book. The reason books work so well is because people who are readers are students. And people who are students of something are buyers of things.

12:56.53

Kennedy Kennedy

So a book is a really good lead magnet, especially if you charge a little ah few dollars for it. I mean, typically, I've seen them going from anything from... Free plus shipping, so they end up paying about $10 to $15 for the shipping, but they're still willing to pay something towards receiving that information, all the way up to maybe $20 or $30, most of them washing out at around $17 for a low-cost book.

13:22.64

Kennedy Kennedy

And again, those readers are students, and students are buyers. Next is a live challenge or workshop. Somebody who's willing to commit to showing up to somewhere at a pro prescribed fixed date and time is a person who's not only saying, yes, I might pay for that or it could be free, but I'm also willing to put time aside to commit and prioritize showing up to that thing.

13:49.80

Kennedy Kennedy

Now, yes, all the people who register for that are really great prospective buyers. But the people who show up, they're even more red hot for you to contact and follow up with.

14:01.93

Kennedy Kennedy

Next, one of my favorites is a notification or wait list. If you are planning on doing something, maybe it's an in-person mastermind or event, or maybe you're going to be launching a new live class or something like that, getting people to join some kind of notification, early bird, a wait list, that kind of thing. And people saying, hey, this ah I'm interested in in being the first to hear about this thing.

14:23.61

Kennedy Kennedy

Again, a high level of intent, not lots of commitment, but it lets you know some people who are really, really interested compared to just the, hey, download my PDF kind of yawn-a-thon, right?

14:34.87

Kennedy Kennedy

Whatever. Right. Number 11, price revelation assessment. So this is where you put together some kind of quiz, a survey, questionnaire, and you say, hey, fill this out to find out how much X costs. Right?

14:51.98

Kennedy Kennedy

All right. So a really good example of this is software companies who will say, hey, we need to know how many subscribers you've got, how many emails you send in a month, and then we'll tell you how much it will actually cost you to use our platform.

15:07.81

Kennedy Kennedy

ah So a price revelation assessment is another really good one. And number 12, and I've still got two bonus ones, and the last one's that magic thing I was telling you about, so I have squeezed two bonus ones in.

15:18.40

Kennedy Kennedy

But number 12 is a reality recording. This is really cool, and it stands out like crazy and gets so many eyeballs. If you can do this, honestly, you are onto such a winner.

15:33.38

Kennedy Kennedy

You've probably seen this on YouTube and it gets the most of views. I think it's ridiculous. And so anything that's on like YouTube, that's getting lots of views. That means people have a lot of attention for it.

15:45.47

Kennedy Kennedy

So it's probably going to make a pretty good lead magnet. That's a little hack on the side, by the way. right. So the reality recording is... Let's say you're a person who teaches sales calls, how to do sales calls. Well, a really cool lead magnet would be for you to record you doing a legit sales call. Obviously, make sure you're being compliant and all and authentic and get permission, all that sort of good stuff. makes you're being cool about it.

16:10.66

Kennedy Kennedy

And then you are allowing people to download and view or listen to the recording of a real sales call. So the headline would be like, how I close a 20 grand sale in 18.5 minutes, listen or watch the like the recording of me doing it in real time.

16:29.04

Kennedy Kennedy

This is so powerful if you can show people doing something in real time. um It could be, I'm doing a critique. Watch me critique this piece of work, this art, this ah this design, this page design, this email, this piece of copy, this...

16:44.14

Kennedy Kennedy

um this treatment in real time. Watch me do a live consultation. People watching a reality recording taps into this addiction that people have got to reality TV. I want to see the person do it live in the trenches where there's going to be some tension.

17:02.69

Kennedy Kennedy

i mean, reality TV is massively popular because of that. It's like there's nowhere way to hide during in this thing. And now for two bonus ones. The first one is maps and diagrams.

17:14.31

Kennedy Kennedy

If you can give somebody a map or a diagram to achieve something, it might be a workflow, it might be a systematic way of doing something, it could be any of those things. Again, that idea of being able to see something, the solution to a problem that you've got in one sheet and be able to see it all there visually so you can see how it all fits together.

17:33.74

Kennedy Kennedy

that really overcomes this idea of things being complex, complicated, having lots of pieces, being worried about missing a piece out or doing things in the wrong order. It really overcomes those things. But most importantly for us, it also means the person who is at that stage of worrying about which pieces are in a system and what order to do them in,

17:54.33

Kennedy Kennedy

That's a person who's very close to buying. So again, that's a person when they opt in, they are already committing to the fact in their own minds that I am interested in solving this, understanding the key components and put them in the right order.

18:07.21

Kennedy Kennedy

And then of course, the big one that teased you about, which I learned from inventing magic tricks of all things is, well, it's, I call it the magic trick. And that is where you do a strong tease where it sounds like the thing you're promising is impossible.

18:22.89

Kennedy Kennedy

like a magic trick. So you'll have seen this more recently and it is working so well, you're gonna continue to see it more. And that is things like how to sell high ticket without any sales calls.

18:34.55

Kennedy Kennedy

So you basically going to take the thing they wanna do, sell a high ticket, and find the thing they don't wanna do, sales calls, and figure out and have a system That actually works. Obviously, it's going to work. It's going to be true. It's going to be legit. Okay. you'll be authentic about this and honest.

18:49.81

Kennedy Kennedy

And you're going to say how you can do the thing you want to do without the thing you don't want to do. Okay. So another idea, another example of this, I should say, and you you again, you've seen this.

19:00.85

Kennedy Kennedy

It works very, very well is the no sales page offer. How I sell a $500 course without a sales page, without a sales call. And the ideal and the best version of this, and the reason I call it the magic trick is when you remove every single possibility.

19:18.50

Kennedy Kennedy

So a great example of this is we have a program called Batch It Crazy. And it's about how to batch create 90 emails 60 minutes.

19:29.28

Kennedy Kennedy

And that sounds already like a magic trick. And then people go, oh, it's probably using AI. It doesn't use AI. So then we say, without using AI. Now people are backed into a corner like a magic trick of the magician floating across the stage and throughout the audience where they can see there's no strings and there's no lift underneath them.

19:47.75

Kennedy Kennedy

And they're now thinking, how on earth are they doing that? And so it's that crazy magic trick curiosity of this impossible situation you've set up that is driving them to actually opt in and find out what it is.

20:00.88

Kennedy Kennedy

Use the magic trick. There you go. 12 plus two bonus, completely unique creative ways of coming up with lead magnets that actually attract buyers, not just freeloader subscribers.

20:13.65

Kennedy Kennedy

I'll see you in next week's video.