Are your lead magnets actually bringing in BUYERS, or just a bunch of freebie seekers?

If you’re stuck with an email list full of people who never open their wallets, chances are you’re using the wrong type of lead magnet. And that’s killing your sales.

In this week's episode of The Email Marketing Show, we’re diving into the three essential types of lead magnets you MUST have if you want to attract, nurture, and convert real buyers - not just people who love free stuff.

Most businesses only use one type of lead magnet (big mistake!), but when you add all three, you create an unstoppable system that captures leads at every stage of the buying journey.

Let’s break them down.

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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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00:01.91

Kennedy Kennedy

To get the maximum number of new email subscribers who are actually your perfect prospective clients, there are three different types of lead magnet we should be using. Problem is, most people are basically using the same type over and over again. And that is massively strangling how many subscribers you're able to bring in. And also, you're probably attracting a whole bunch of people who are never going to buy from you.

00:26.21

Kennedy Kennedy

That's what we're going talk about in today's show.

00:55.82

Kennedy Kennedy

Hello, welcome to this week's show. Kennedy here from Email Marketing Heroes. We do this every single email marketing Wednesday. And today we're talking about the all-important thing of lead magnets. Lead magnet, just to be completely like on the ball with it and make sure we're all using the same definition. It's that freebie. It's that thing you give away in order to bring in brand new people to your world.

01:18.88

Kennedy Kennedy

People who have never been on your email list before, brand new leads. It's that exciting, tantalizing thing that you shake in front of them that says, come on over. Now, before we get into the actual three different types of lead magnet you need, let's just remember, and this is going really help you to come up with really good lead magnets.

01:36.61

Kennedy Kennedy

If we just go back and remember the psychology of what a lead magnet does. Right. So let's just dial that in us for a second. Then we will, I promise, get into these three different types of lead magnet.

01:47.17

Kennedy Kennedy

And you do want to have all three of them. Right. You do want to have all three of them. And honestly, the the third one, the third phase of these is the one that almost nobody's doing. And it's literally the one that's closest to the money. But we will get into that a second. OK, promise. OK, so.

02:01.20

Kennedy Kennedy

What do we do? The reason a lead magnet exists is because there are people wandering around the internet and they are wondering, oh my gosh, I've got this problem. like I've got this this thing that I'm trying to solve. I'm really frustrated. I'm really scared. I'm really nervous. I'm really annoyed. i'm i mean all these I'm feeling all these emotions and I just really want someone to help me solve the problem.

02:23.28

Kennedy Kennedy

And then you pop up, you pop up because you've run an ad, because you are on that podcast, you are on that stage at that event, they were just at, you were wherever you happened to be. And they looked at what you said, and they thought,

02:37.81

Kennedy Kennedy

I think this person can actually help me. So let's not forget the reason people are on your email list is because they are wandering around with a problem and they've seen something from you that made them think, i think you can actually help me.

02:50.91

Kennedy Kennedy

Please let me in there. And then that's your opportunity to do that. Of course, the wrong types of lead magnets are going to bring in the wrong types of people. That's why I want to share with you these three really important types. Because what we don't want is so broad a lead magnet that it just brings in anybody and everybody.

03:08.42

Kennedy Kennedy

I've made that mistake and it didn't work very well at all. People just basically didn't buy, obviously, right? And then you also don't want something that's so tight and so narrow that almost nobody really gets it.

03:20.64

Kennedy Kennedy

and And your conversions, actually the number of leads you bring in, through that lead magnet don't really work. Now, I also want to just briefly mention that not all lead magnets have to be free.

03:31.28

Kennedy Kennedy

I know I mentioned earlier on that it's ah it's a freebie, it's a free thing. It doesn't actually have to be free. You can do paid lead magnets. In fact, you've probably seen more and more of them over the past five years. You'll be seeing that the first way out of someone's email list is to buy a lower ticket offer.

03:47.63

Kennedy Kennedy

Okay, now lead magnets can also be things like webinars. It could be a thing like a challenge. Anything that gets new people onto your email list. It's that thing that you're dangling front of them saying, isn't it pretty? Isn't it lovely?

03:58.84

Kennedy Kennedy

Come and join my email list if you've got this problem. If you're in this situation, you want my kind of help. And that brings us on to the three different types of lead magnet. All right, let's get into them. So the first one is the one I think are most people use.

04:13.47

Kennedy Kennedy

And that is what I call a problem-based lead magnet. This is where someone's got a problem and they go, yes, I've got that problem. So your lead magnet, your add to that lead magnet, your mention of that lead magnet should be really speaking to the, have you got this problem?

04:31.16

Kennedy Kennedy

Are you experiencing this? Are you annoyed? Are you pissed off? Is is this what you're experiencing? And getting that person to go that's me. So the way I think about it is it's like someone, it's kind of a cheesy example. Sorry about that.

04:43.12

Kennedy Kennedy

It's like someone walking down the street and shouting your name. You're to turn around and look at who was shouting your name. I think we've all kind of done that at some point in our lives, right? It's that. It's when it pops up in front of them, they go, oh that is totally me.

04:56.30

Kennedy Kennedy

I identify with that. I need to pay attention to that. Okay? So... It's when they've got a problem. It's like my Instagram account is not growing or I'm doing a calorie deficit diet, but my weight is not dropping off. It's not coming off. Or I've sprinkled some magic beans into my garden and nothing is growing.

05:16.19

Kennedy Kennedy

It's when they are very much aware of the problem. And that is where you're going to often talk about in quite negative language. Isn't this horrible? Isn't this difficult?

05:26.80

Kennedy Kennedy

Have you got this problem? Are you trying to do this? Are you frustrated that you've tried to solve the problem? That kind of language. The second type of lead magnet is what we call a solution-focused lead magnet. So we've got problem lead magnet.

05:41.65

Kennedy Kennedy

The next one is solution-type lead magnet. A solution lead magnet is like the person's wandering around thinking, okay, I know I'm very aware I've got this problem.

05:52.84

Kennedy Kennedy

And they're also thinking, okay, what are some approaches to this solution, right? They kind of know what they need to be doing. right So they know in that, let's just use the the Instagram account, not growing problem aware person. After they've come through the problem aware stage and they've become closer to being a buyer, they're going to be aware of something like, I need a content strategy. I need a specific type of content strategy that's not just about getting shares and getting likes, but it's actually about growing my following.

06:22.20

Kennedy Kennedy

OK, so they're now looking for what that solution is. It might be, OK, I've been sprinkling magic beans, but i've I'm using the wrong fertilizer. Right. I'm using I'm not putting the right thing in.

06:32.87

Kennedy Kennedy

They're very aware of what kind of solution it would be. So that's the next type of lead magnet you also want to have, right? And you want to have all three of these, by the way, on your landing page of your of your main website, on your blog, or whatever that main sort of website page is.

06:51.74

Kennedy Kennedy

And also, you probably want to running ads to all three of these types of lead magnets, maybe in rotation, maybe all at the same time, because they're all going to serve different things. And that brings me on to the final type of lead magnet. And as I said, this is the one that almost nobody's doing,

07:06.83

Kennedy Kennedy

yet it's the one that brings in the buyers, which is really frustrating. So here it is. And this is people who are aware of your product, right? So once somebody goes from being aware of their problem, they then become aware of a solution to that problem. Hey, I need to do ah this kind of diet, or need to do that, I need to fix my sleep, or I need to have a different fertilizer for my magic beans, or I need to have a content strategy for my Instagram account.

07:30.40

Kennedy Kennedy

Once they've done all of that, they now go into what we call product awareness. And that's why they're aware of you. They're aware of your product.

07:41.34

Kennedy Kennedy

they've And sometimes people will come in straight to your business, very product aware. Because the first thing they ever heard about you was somebody else Talking about your product or service or they heard you mention it when you were on that stage on that podcast on your podcast on your channel.

07:57.87

Kennedy Kennedy

Okay, so they come in straight away product aware and they just want more information about that product. and A lot of people don't have anything to serve those people who are literally like, hey, I don't care about anything else.

08:11.76

Kennedy Kennedy

I don't care about other people who can solve a problem in different ways. I don't care about different approaches to the solution. All I want to know about is how your particular product or service acts. actually works.

08:23.45

Kennedy Kennedy

So in our example, that would be our Email Hero Blueprint program. You're now hearing about the Email Hero Blueprint program. You might have about loads. This might be the first time you've ever heard about our amazing Email Hero Blueprint program.

08:35.00

Kennedy Kennedy

And you might be thinking, okay, Where do I go to find out more about that? And that is a really big opportunity for somebody to to opt in. So a great example of this is when you get somebody to opt in to find out about some specific case studies. So a great example of this just a couple of months ago who from someone who um on their landing page for their offer is It had the whole offer on there, including the price. It was a few thousand dollars.

09:03.14

Kennedy Kennedy

ah But there was also a lead magnet on there. And that lead magnet was to find out some case studies about how this product would help particular types of people. and this And this example, it was a piece of software that helps you sort of build landing pages and that kind of thing, right?

09:16.95

Kennedy Kennedy

ah Like funnels and that kind thing. So... What they did is they had the full landing page and they were like, ah here's the, know, it's like a lifetime deal or i's take an annual deal. I can't quite remember if was lifetime or annual. It's one of the two things, right?

09:28.24

Kennedy Kennedy

and and then buy And by the end of it people some people are going to buy, but some people are not going to buy. So what they did is they had this box. was just really cool. And they said, we've got some case studies from lots of different industries.

09:39.66

Kennedy Kennedy

So if you put your name and email address in here, and also there's a dropdown menu of different types of industries who are having crazy great success with our product, tell us which one of them you are, and we'll send you um some resources, some case studies, i don't know if it was video or written, whatever, about how these people are making this thing really work, them fact about how this thing is helping them to have wildly great success in their businesses.

10:06.19

Kennedy Kennedy

How awesome is that? That's somebody who is so close to buying. The only thing they need to really understand, one of the biggest objections that we all have to uncover and really handle head on is how will your approach, how will your product or service actually work for my business in my particular circumstances.

10:26.74

Kennedy Kennedy

Well, that person is so close to buying when they have that objection, right? If you know anything about selling or you have a study, anything about selling, you know, they are high buyer intent questions that people have.

10:39.10

Kennedy Kennedy

So Make sure you have a way to capture people who are very product aware. Another example that you've definitely seen of product aware is what's called two step checkout.

10:51.69

Kennedy Kennedy

I guess you don't know what that is That's just one of the terms, one of the many bloody terms that people use for when you go and but go to buy something. And it's in two stages, and in two steps, right? The first step asks you to put your name and email address in, so ends your phone number.

11:05.01

Kennedy Kennedy

Then you click next. And on the very next screen, it asks for your credit card information. That means if you abandon cart, if you don't complete the purchase at that point, they can follow up with you and be like, hey, you left this in your cart. Oh, hey, do you still want to get this.

11:17.84

Kennedy Kennedy

That's another example of what I would call a product-aware lead magnet. In fact, here's a cool little extra trick that I've seen some big marketers using.

11:28.74

Kennedy Kennedy

And I can only assume it's working very, very well for them because they're still doing it. Here's a really, really cool thing. Okay, so imagine this is worth testing, right? This is definitely worth testing. Imagine if you had your whole sales page...

11:43.60

Kennedy Kennedy

with the offer, everything about it, but you don't mention the price. Imagine that. You don't mention the price. You don't tell them how much it is, but you get people really excited and they can see how it's going to work, them how it's going to solve their problem.

11:57.63

Kennedy Kennedy

It's going to be great, at this product. And then they can click because they're going to like, well, how much is the thing? I wish I could. They're scrolling up and down. You know, it's like you do the same thing. You scroll up and down the page, up and down the page, trying to find the price. You think, well, I'll just click and and see how much it is on the cart when I have to go buy it.

12:12.93

Kennedy Kennedy

You click. And on the next page, or when the cart pops up, it's a two-step. It asks for your name and email address. So now they have to give you their name and email address to click next and now finally see the price. Now, what's the payoff there?

12:28.54

Kennedy Kennedy

You're going to get a high quantity of leads. You might get lower quality. You also might end up with a situation where you get lots of dud email addresses. People are putting me at me.com or goawayatgmail.com or whatever it is, right? They might be putting bogus email addresses in. But, of course, there's some ways around that too.

12:48.64

Kennedy Kennedy

You could validate the email address as they're typing it in. A lot of services do that these days. And also you can just make sure once email addresses are in your system, that you're constantly cleaning things You're going want to make sure you're doing that.

12:59.84

Kennedy Kennedy

But again, think about all these different creative ways. I think that's a really cool and interesting way. Not trying it personally, but I've seen a few people doing it. Right. I thought, Hey, I'll share chat with you today. Right. So how can you come up with some really innovative ways of getting people who are really close to buying, who would normally just leave that sales page and How can you get them to opt in?

13:21.69

Kennedy Kennedy

It might be an exit intent pop-up. So you're kind of scrolling through the page. You're looking at it. You see the price, all that sort of stuff. This is product aware still. They go to exit and it pops up and it says, would you like to see a case study?

13:33.49

Kennedy Kennedy

Would you like a free trial? Would you like anything? a really common one in the e-commerce world that we've actually used in software and SaaS is when they go to exit, we pop up a pop-up that offers them a discount coupon code. So do you want a coupon code?

13:48.62

Kennedy Kennedy

Put your name email address in here. We'll send you a coupon code. I borrowed that from the e-commerce world when i was like buying some new, I think it was some new jeans from a website. And I'm about to leave and it pops up and says, hey, would you like us to send you a coupon code?

14:02.64

Kennedy Kennedy

Actually, i don't even think, i was actually trying to exit. I think after I'd been on the page for a little while, it pops up it says a coupon code. Why? Because they want the lead. I'm already on the page where I can buy the damn jeans.

14:13.17

Kennedy Kennedy

They just want to make sure I don't leave without leaving a trace of myself. So think about these three different lead magnets, because when you've got these three different lead magnets in place, you are able to get the biggest piece of the the pie, the biggest part of the market, people wandering around with the problem,

14:30.43

Kennedy Kennedy

And the next smallest piece, which is people like know that they need a solution and what kind of solution they're looking for. And the people who are closest to the hole, if it was a golf analogy, they are closest to actually buying and making sure we capture them as well.

14:43.81

Kennedy Kennedy

Having all three of those in place means you're bringing in more people because you're appealing to the three different stages of a buyer's journey, of a prospect's journey, and bringing in lots of people and you're really not missing out on the people who actually are closest to buying.

15:01.63

Kennedy Kennedy

Hope you enjoyed it. See you next week.