How to attract your ideal customers

Tools to build your email list like a pro!

In the dynamic landscape of digital marketing, lead magnets stand as the gatekeepers to meaningful customer relationships. Lead magnets are also often referred to as High Value Content Offers or Free Offers. These enticing offerings serve as the bridge between your audience’s needs and your brand’s solutions and they work by offering your ideal customer something (usually information based) for free in return for them giving you their name, email address and sometimes mobile number.

As the Director of Marketing, it’s crucial to understand the nuances of various lead magnets – from ebooks to 5-day challenges. In this guide, we’ll look at some of our favourites, their plusses and minuses.


Ebooks allow you to showcase your expertise, positioning your brand as a thought leader in your industry. Because an ebook can be as log as you like, you have plenty of room to really go in-depth on your topic and highlight your expertise. They’re a low risk opt-in for people and offer loads of value so your cost per lead can be quite low.

Ebooks work best when you focus on one specific problem and give a detailed solution. Don’t try and solve everything with your ebook or you risk it becoming overwhelming for the reader and delivering no value at all.

The in-depth nature of ebooks attracts leads genuinely interested in the subject matter, aiding in effective lead qualification. The more targeted and specific you can make the problem, and the more comprehensive your solution, the more trust you will build.

[PRO TIP: Less is more. If you can give a comprehensive solution to a problem in a shorter ebook you’ll not only demonstrate your skill, but you’ll save the reader time and then they’ll REALLY love you.]

On the downside, crafting a comprehensive ebook demands time for research, writing, and design. You need to really know your topic and demonstrate that in the book. If you hold anything back or gloss over parts of the solution, your reader will either think you’re not as much of an expert as you make out, or that you’re merely trying to push them into a purchase rather than genuinely trying to help. Either way, you’re not going to get the outcome you want.

Ebooks are fabulous for building trust and if you get the messaging right they can genuinely attract leads at a really cost, but they rarely convert prospects into sales.

It almost never happens that someone spontaneously calls up from your ebook download list to buy from you. You normally need another offer such as a tripwire offer (very low cost high value introductory offer), webinar, one-on-one strategy session, design consultation etc to convert your leads. This isn’t a bad thing at all, and can still result in better conversion rates and higehr value conversions than other lead magents, but you need to be aware otherwise you’ll have a massive email list and no sales.

Ebooks work by offering an extended exploration of a specific topic relevant to your audience. They clearly demonstrate that you understand the problem your prospect is facing, show them that a real solution actually exists and that you have the knowledge to solve that problem.

To successfully launch your ebook strategy you’ll need in depth knowledge of your topic area, great copywriting, visually appealing graphic design, an advertising campaign to get your free offer in front of people, a useful and valuable automated email and SMS sequence to nurture your leads and then a pre-determined conversion tool (such as your webinar, challenge ec) to turn them into sales.


Checklists provide immediate, tangible value by offering an actionable step by step list of tasks people can take to reach a specific dream outcome. They’re fast and easy to create, take very little time to consume so they’re perfect for time-poor prospects (think high level execs or busy mums/dads) and can be used over and over again.

They’re also super versatile and easily digestible. Checklists work across various industries and topics. Because of this you can create several checklists, each focusing on a specific micro problem which allows you to create very specific messaging by segmenting your audience even further. Remember the more specific your problem and solution, the faster you’ll build trust.

On the downside, due to their concise nature, checklists may lack the depth found in other lead magnets. This makes it a little harder to demonstrate your skill in a particular topic but definitely allows you to help save your prospect time and frustration and give them that little ‘a-ha’ moment if you can give them one or two really insightful hacks they may not have thought about.

Checklists work by condensing complex processes or information into a simplified, step-by-step format. They are quick to consume, making them ideal for busy professionals seeking immediate solutions. The help clarify and articulate the problem your prospect is facing, and make them feel like they have a guiding hand to find the solution.

To make your checklist strategy work you’ll need a proven list of tasks that people can take to reach their dream outcome, graphic design skills or a designer (yep, even with Canva you still need to understand the elements of good graphic design) an ad campaign to get people downloading your list and onto your email/SMS database and a well prepared email nurturing sequence. Much like ebooks, you’ll also need another step in the process to convert your leads into sales, so have your webinar, challenge, strategy session etc all planned out before you start.


Infographics are pretty, so they capture attention and make complex information digestible. They can be fun, and their design can be completely tailored for your audience with more graphics and less text for some markets, and more information with fewer graphics for others. They’re also highly shareable on social media, extending your reach organically.

Infographics can be used to share industry data, benchmarks, processes and interesting facts making them ideal for just about any industry. Because they’re so versatile and easy to create, much like a checklist you can have several allowing you to me more targeted with your messaging. If you create a consistent theme you can even use them to build awareness of your brand as they become immediately recognisable as your content.

In the not-so-good column, infographics may not accommodate in-depth content, which means you have limited opportunity to really show off your skills in a specific topic.

Infographics work by combining visuals and concise text to convey information. They are effective for presenting statistics, processes, or comparisons in a visually engaging manner. Good infographics can demonstrate how individual steps in a process work and also how each of the steps in a process relate to one another.

To get the most out of your infographic free offer, you’ll need some really valuable industry statistics or benchmarks, a proven process for solving a specific problem or interesting facts that can influence how your prospect approaches their problem. You’ll need good graphic design and an ad campaign to get your free offer in front of the right people. As with ebook and checklist campaigns you’ll need a well designed email and SMS nurturing sequence and a conversion tool to increase the number of people who actually make a purchase.


Webinars are awesome, and one of our favourite lead magnets, but they can be had work too. They facilitate real-time interaction, fostering engagement and giving you the opportunity to actually start building relationships with your prospects. Webinars allow you to meet people, answer questions and propose solutions tailored to the person asking the question.

Very few things allow you to build trust and authority like a live webinar. People can see you, and that makes us more comfortable giving you our money. They can see your personality and you can start to communicate your brand values, your personal values and really develop a deeper connection with people, so the eventual purchase becomes less about the service and the price, and more about how aligned they feel to you and your brand. That means you’ll get higher average sale values and longer term customers.

The live webinar allows you to make a sales pitch to your audience immediately after you’ve shown them how effectively you can solve their problem. Very few other lead magnets allow you this opportunity, and if you record your webinar, you can send it out as a replay to those who didn’t attend, you can use snippets of it in your online ads and posts, add parts to your email marketing and use it to help build more engaged online audiences.

Webinars are not without their downside. Hosting webinars demands time for preparation, presentation, and follow-up. You’ll need a much more in depth knowledge of your subject matter and be ready to answer questions on the fly. The first couple may not have many attendees so you may find yourself doing them on a monthly or quarterly basis.

You’ll also need a longer ad campaign as it can be notoriously hard to get webinar registrations from cold audiences. You may need to invest in a branding campaign and then a retargeting campaign as well. Even so, expect around half of your webinar registrants not to actually show up.

We’ve all tried logging into a webinar where the tech doesn’t work. Test everything before you start or even the best webinar content won’t save you.

Webinars are live interactive sessions that allow you to show off your skill in solving a specific problem, in great detail. You can show slides, give real actionable tips and customize your responses to questions your attendees ask. They work best when you don’t hold anything back. This is your chance to position yourself as the absolute authority in your space and then make an irresistible offer.

To really make your webinar a success you’ll need cutting edge content, good presentation skills, an advertising campaign to promote registrations (maybe using one of the other lead magnets to build a marketing list) specifically tailored email and SMS reminders to maximise your show up rate, and a great offer to convert some of your attendees into sales.

5-Day Challenges:

The most interactive of the lead magnets is a 5 day challenge. Challenges break down larger goals into manageable daily tasks. They allow you to hold your prospects hands and walk them step by step closer to their dream outcome, and the to see your problem solving ability in real time.

Participants can engage and share experiences, fostering a sense of community. Having people take action over 5 consecutive days starts to build a habit, and starts to get them accustomed to relying in you and your expertise. It also shows them the actual amount of work involved so they can see the value in having you do the work for them.

At the end of the challenge, people feel accomplished and that builds massive trust in you and your brand. That creates a unique opportunity for you to pitch your core offer. Sales from 5 day challenges, like webinars, are often higher value sales and result in longer term clients.

On the flipside, longer challenges may face participant fatigue, leading to dropouts. While everyone signs up with good intentions, they don’t always make it to the end so you need to run a longer ad campaign ensuring enough registrations to make it worthwhile. Like webinars, you may find it useful to use another lead magnet to build an email and SMS list, and promote your challenge to that list. Once you get registrations, offer incentives for those who show up and complete the challenge.

Designing and managing challenges require substantial resources. Challenges are best run by marketers with a small team that can help, or an agency to support them. If you have a Facebook group as part of your challenge you’ll need to allocate time for showing up in the group, time to answer questions and to give out the daily tasks.

5-day challenges are structured programs that guide participants through daily tasks or activities. They encourage commitment and facilitate progress in a supportive environment. They allow you to demonstrate more fully how your programme or your service works and the results people can expect.

If you’re running a 5 day challenge, you’ll need an unprecedented level of in-depth knowledge about your area of expertise. You’ll need 5 specific tasks, a process to follow for each one and a way of monitoring performance of your attendees (a Facebook group is the most common). You’ll need a long ad campaign giving you enough time to get registrations and remind them to show up. Your email and SMS campaign needs to be water tight to maximise yoru show up rate, and you’ll need a killer offer to help convert attendees into sales at the end.

So to wrap all that up, the art of lead magnets lies in their ability to captivate, inform, and engage your audience. As the Director of Marketing, understanding the intricacies of each lead magnet type is pivotal for crafting a diversified and effective strategy. Whether you opt for the depth of ebooks, the immediacy of checklists, the visual appeal of infographics, the interactivity of webinars, or the immersive nature of 5-day challenges, each has its unique strengths.

Striking a balance and leveraging these lead magnets strategically can propel your brand to new heights. By investing in the right resources for content creation, design, and technical aspects, you ensure that each lead magnet not only attracts but also nurtures your audience, laying the foundation for lasting relationships and sustained business growth. Choose the one that you think will work best for your audience given their specific problems you solve, their ability to commit the time required, your ability to commit the tiime required and your own unique set of skills and values.

If you’re not sure which is the best for you and your business, check out our blog on choosing the right sales funnel HERE