Now you need to choose what type of lead magnet will best convey the information and sell the backend offer. It should also be a product or service that’s easy for you to deliver.
Let’s go back to the example of selling a weight-loss guide. Here are common types of lead magnets, as well as examples specific to weight loss:
- Ebooks, reports and articles. For example, you might offer a report on the topic of nutritional supplements that can aid weight loss.
- Videos. Here you might offer an exercise video that people can load to their phones or laptops and use in their home gym.
- Audios. This might be an informational audio (such as tips for losing weight), or you might offer something completely different such as exercise guidance that people listen to while working out.
- Webinars. Here you’d spend 30-60 minutes either giving an overview of weight loss, or you might focus in on one specific topic (such as the nutritional aspects). The benefit of offering a live webinar is that you can open up the floor to questions at the end. You can then offer the replays/recordings as a lead magnet too.
- Membership sites. Here you can offer a vault membership site (where people get instant access to a lot of information at once), or a fixed-term or ongoing membership site (where people get new information every week or perhaps every month).
For example, you might offer access to a six-month fixed-term membership, where each week (24 weeks in all) you provide nutrition and exercise information to help members lose weight.
Many people need to diet for at least six months to achieve their goals, so this particular lead magnet would be a good option for staying in front of your prospects over several months. Plus, if you deliver membership content through email, then you train your prospects to open and read your emails (which makes for a more responsive, profitable list).
- Private groups. You might set up a private forum on your website, or a private (secret) group on Facebook. In this example, your group would be a peer-to-peer dieting group where members could get information and support from others.
- Worksheets. For example, you might offer prospects a worksheet that helps them determine exactly how many calories they need in order to safely lose one to two pounds per week.
- Templates. Here you might prefer a set of meal plan templates that dieters can tweak to customize for their dietary needs and preferences.
- Swipes. This might be a set of ideas that people can use to help them achieve their goals. For example, you might provide a swipe file of ingredient substitutions that dieters can use to make almost any recipe more healthy.
- Planners/Calendars. For example, you might create a diet where users add one small, healthy change every week. This calendar would show what change they should make and when (e.g., ditch the morning soda and replace with water).
- Checklists. Here you might offer a weight loss checklist that includes all the steps a dieter needs to take to get started (e.g., determine your caloric input… choose a meal plan… etc.).
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- Spreadsheets. For example, this might be a spreadsheet journal that prospects can use to write down what they eat, note what sort of exercise they did on a particular day, track how much water they drank, track how much sleep they got (as well as the quality), etc.
- Apps, plugins and software. For example, you might provide a meal-planning app that helps people track their food intake and create more balanced, healthier meals.
- Coaching. Here’s where you offer personalized or group coaching. For group coaching, you might set up a private Facebook group and field questions from the group. For individual coaching, you might offer custom advice (such as helping people create a custom meal plan).
The goal is to create something useful yet incomplete which naturally leads to your paid offer.
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