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The Strategic Importance of the Lead Magnet

What is a lead magnet?

I’m sure you’ve heard the term thrown around quite a bit, but no one has ever really explained specifically what it is and how to create an effective one.

At the very least, not for free and without expecting anything in return.

Therefore, I’ll handle that in this blog post by providing you with the best template for crafting an efficient lead magnet that will bring you a plethora of conversions.

Let’s start with the basics and its definition.

A lead magnet is an incentive (such as a video, an ebook, a significant discount, etc.) that you offer for free to visitors to your website in exchange for their contact information, such as their name and email address.

I mentioned website visits, but this tool can also be implemented offline during physical visits to your store, as we’ll discuss in the section dedicated to local marketing techniques.

How do you create a truly effective lead magnet?

It’s crucial to understand that nowadays, even the concept of a lead magnet is saturated.

It’s not uncommon to come across web pages offering an ebook with “The 5 Secrets to Making Money While You Sleep,” and people have finally realized that these false claims are only aimed at obtaining their contact information.

To stand out in the ocean of your competitors, your lead magnet should be something highly desirable for your target customers, something they often have to pay for, while you give it away for free in exchange for their email address.

So, no more “The 5 Secrets to […]” – it doesn’t work like it used to.

Opt for something like “Discover How to [GET SOMETHING IMPORTANT] for Free.”

Equally important – if not vital – is the fact that people should only be able to access these free resources after providing their email address.

This is where the funnel we’ve built on ClickFunnels comes into play.

Now, I’ll show you how to compose an effective lead magnet and what information you should disclose.

We’ll start talking about the video lead magnet.

Later in the blog post, I’ll also show you how to make an ebook.

It’s a good idea to create both versions, even though the content is the same.

People like having both a video and a written version.

How to Create an Irresistible Lead Magnet Offer

The effectiveness of a lead magnet revolves around the free offering it contains.

Precisely because the lead magnet is a tool whose purpose is now easily understood (as I’ve mentioned before, people now know that your ebook or video is only a “trap” to persuade them to provide their email address), it is necessary to offer people with something very, very valuable.

Also, consider that the fact that it is free doesn’t help perceive it as something important, which is why many people won’t download it.

How do you resolve this situation?

How do you create an offer that will be perceived as impossible to refuse even if it’s free?

In reality, the solution is quite simple.

Ask yourself: what is that thing in your industry that your target customers strongly desire but usually have to pay for?

Can you offer it for free in exchange for an email address?

If the answer is yes, congratulations!

You’ve just found your irresistible offer around which to create your lead magnet.

It’s not more complicated than that.

Let’s look at some examples in different industries:

  • Financial consulting: A business that offers financial advice could give away a detailed ebook on the best saving strategies or an online course about managing personal budgets.
  • Fitness and wellness: A fitness center could provide a free personalized workout guide or a detailed diet program as a lead magnet to attract new members.
  • Food and dining: A restaurant might offer a free book of exclusive recipes or a voucher for a complimentary tasting to encourage people to join their mailing list.
  • Fashion e-commerce: An online clothing store could give away a free guide to personal style or an exclusive discount for new newsletter subscribers.
  • Online education: A platform offering online courses could offer a free introductory mini-course on a popular topic or a live webinar with an industry expert.
  • Digital services: A company providing digital services like graphic design or web development could offer a free customizable design template or a free initial consultation.

Here are some links to well-known companies that effectively use free lead magnets to gain leads:

  • Visme: They offer a comprehensive eBook titled “A Non-Designer’s Guide to Creating Memorable Visual Presentations,” providing helpful information on creating engaging visual presentations.
  • Neil Patel: A famous figure in the digital marketing world, Neil Patel offers a free “SEO Analyzer” on his website, which provides a detailed report on the SEO performance of a website.
  • HubSpot: They use a variety of lead magnets, including ebooks, free tools, online courses, and industry reports. A notable example is their collection of free online courses.
  • Hootsuite: As a social media management platform, Hootsuite offers lead magnets in the form of eBooks and webinars, such as the “Social Media Trends” report.
  • HelpScout: They’ve created a customer support hiring calculator as a lead magnet, helping their target audience understand how various factors influence customer service hiring needs.
  • Dropbox: They offer a free trial lead magnet on their business page, allowing users to try out the software and cancel anytime.

Do you understand how important it is to offer something outrageously tempting that can’t be refused?

And this works in any industry.

If you run a clothing store, offering a high-discount voucher for desired items, with no strings attached or commitments, works wonders.

People will eagerly share their email addresses with you.

The key is to provide something your competitors can’t offer.

Something so enticing that it would be foolish not to seize it in exchange for a simple email address.

How to Create the Video/Webinar Version of Your Lead Magnet

Now that you’ve discovered your free offer, representing the irresistible offer you’ll present to your prospects, it’s time to build your lead magnet around it.

Let’s begin with the video or webinar.

There’s a proven method for creating exceptional video lead magnets.

Despite every marketing trainer claiming this method as their invention, it’s actually taught by all and can be found online for free on various blogs and YouTube channels.

I discovered this harsh truth when I took a course by Dave Dee, a well-known disciple of Dan Kennedy (and this fact alone should have made me suspicious, but at the time, I was quite naive).

I paid around $2,000 for the course only to later discover numerous YouTube videos explaining the exact same system.

But hey, here’s the silver lining: you can save yourself the expense of Dave Dee’s course.

What he’s selling, you can find it for free on YouTube.

That’s why I’m sharing it with you now, for free and without asking for anything in return.

Essentially, this system aims to build a trust-based relationship with our leads and showcase our expertise in the field.

Below, you’ll find all the step-by-step instructions along with some personal tips from my experience.

1. Title

The title of your presentation video is crucial for capturing the attention of your leads.

A captivating title for your lead magnet should always start with “How to […]”

This way, you provide technical and strategic information to assist your target customer in achieving something related to the offer you’ve created.

2. Opening

The introduction of your video must immediately capture your audience’s attention; otherwise, they’ll spend the entire webinar checking Instagram, TikTok, and Facebook and won’t hear a word of what you’re saying, closing the webinar and never reopening it (speaking from experience).

How do you immediately capture your audience’s attention?

As soon as your leads provide their email address and prepare to hit the “Play” button on your video, two questions begin to form in their minds:

  • First: “Am I in the right place?”
  • Second: “What will I learn?”

These are questions that may not be consciously articulated, meaning they might not directly ask themselves, but their brains are wired with an anti-scam filter.

To make their minds relax and accept what you’re about to show them, you’ll need to answer these two questions right at the beginning of the video.

Specifically, you need to:

  • 1. Qualify your target customer.
  • 2. Explain what they will learn in your webinar.

Remember that all of this needs to be done in the first 10-15 seconds, which is the little time you have before losing their attention.

Here’s the recommended script to start with:

“If you’re [YOUR TARGET AUDIENCE CATEGORY] and you want [YOUR AUDIENCE’S DESIRE], this webinar is specifically designed for you. In the next hour [ALWAYS STATE AN HOUR; IF THE VIDEO IS LONGER OR SHORTER, IT WON’T BE A PROBLEM], I will teach you a three-step process to become [YOUR AUDIENCE’S DREAM] without having to [DO SOMETHING YOUR LEADS USUALLY DON’T WANT TO DO].”

For example:

“If you’re an entrepreneur looking to increase customer acquisition rates for your product/service from genuinely interested customers willing to pay for it, this webinar is tailored just for you. In the next hour, I’ll teach you a three-step process to find customers for free using SEO strategies, eliminating the need for expensive and highly ineffective Facebook Ads or Google Ads campaigns and starting to acquire qualified leads actively searching for your product/service.”

Always mention a three-step process.

Even if your process involves ten or two steps, try to explain three during the webinar.

Three is a number that resonates well with people; it’s neither too high (which would overwhelm and bore them) nor too low (which would make your webinar seem lacking in information).


Right after grabbing your leads’ attention with the introduction I just presented, you need to answer to another question: what will your leads’ future look like if they follow your advice?

You should describe the most promising future and create a winning image of your customer so that they envision themselves in that condition.

Something like:

“Imagine that after studying and applying the teachings of my course, you could start earning thousands of euros per month from the web without investing a single cent in advertising. You can avoid the embarrassment of ineffective TikTok videos, which many entrepreneurs resort to, sacrificing their dignity for attention. By becoming an authority in your industry, you will attract customers from various traffic sources. Furthermore, you will have control over how and when your product is sold, […].”

3. Personal Story

It’s time to start sharing your personal story and explain to the viewers who you are and why they should listen to you.

Many of you may have reservations about this part because you believe that no one wants to hear your stories, but the truth is that your contacts are eager to know all about you.

They need to determine if they can trust you.

It is important, therefore, to tell your story with honesty and sincerity, explaining that you’ve faced the same problems your customers encounter when making purchases or seeking information from businesses in your niche.

Just like them, you were a customer before becoming an entrepreneur in this industry.

Consider that if a large enterprise were to start sharing its story and showing its human side – genuinely trying to connect with its customers and demonstrating that there are people within the company who share the same goals, problems, and dreams as their customers – it would outperform competitors without having to spend millions of dollars on advertising.

Let’s get back to us.

To create a compelling story that emotionally engages your audience, we will adopt an approach inspired by Christopher Vogler’s book, The Writer’s Journey,” which has been successfully employed in some of Hollywood’s most famous films.

What does this approach entail?

Vogler explains that to captivate the viewer and keep them glued to the screen, every “hero” must go through various challenging situations to achieve their goals.

Now it’s clear that we don’t need to write a bestseller or aim to have our video compete in the next Oscars; our goal is to adapt this process to the business world and encourage the reader/viewer to subscribe to our newsletter.

Therefore, the hero of this journey is you, and the challenging situations represent the obstacles you’ve faced (the same ones your customers encounter).

Why is this system so effective?

Because it establishes an empathic connection with the viewer, capturing their attention and keeping them absorbed in the video, hanging on to every word you say.

Show different scenarios and various difficulties that your customers might encounter or are already facing, so that people can identify with your experiences, understanding that you are truly the solution they were seeking.

The book presents several stages and various situations that would be ideal if we were producing a movie, but they are not necessary for our entrepreneurial lead magnet.

So now I will share with you the most important steps for our purposes.


The first phase of this journey is called the “ordinary world,” just like the famous song by Duran Duran.

In this initial phase, your task is to vividly portray the tough and chaotic world you encountered when you began your work: inept competitors, outdated and cumbersome work procedures, confused customers, and so on.

The goal is to convincingly convey to the reader that you genuinely understand their problems and the daily obstacles they face when turning to any of your competitors.

The first obstacle you had to overcome to reach the level of success you enjoy today as an entrepreneur was the unfavorable working environment you found yourself in.

Describe your work environment as a complex and inhospitable starting point, a situation that fosters small-minded individuals and generates an abundance of misconceptions about your industry.

It’s an environment that fails to support brilliant and innovative entrepreneurs like you, instead perpetuating the idea that “everyone must remain slaves to the system.” (People have an unwavering affection for conspiracy theories, and who are we to undermine this love?)

In essence, you must acknowledge and address the doubts, suspicions, and concerns your customers have regarding your work.

By the end of this phase, your customers should be inclined to think, “Did you hear that? I knew it! I’ve been saying for twenty years that they’re trying to deceive us! Finally, here’s an honest person confirming it!”

Now, someone might raise an objection:

“But weren’t you advocating for humanized marketing and despising those who engage in senseless and gratuitous terrorism?”

Exactly, and it’s precisely this kind of terrorism that constitutes the ordinary world you aspire to change.

Your point of attack lies precisely in your competitors who, in their quest for sales, employ psychological tactics centered on instilling fear in customers.

After all, we’ve always been taught that fear drives action.

But since you detest psychological terrorism and scaring customers unnecessarily, you decide to choose a different path.

This path embraces optimism and positivity, placing customers at the center of your world.

You no longer see them as mere targets to exploit but as human beings with dreams and desires.

Here’s a sample script:

“If you’ve ever dealt with a [REFER TO YOUR COMPETITORS USING ONLY THE CATEGORY NAME, AVOID SPECIFIC NAMES; USE TERMS LIKE “REAL ESTATE AGENCY,” “DOCTOR,” “HAIRDRESSER,” …], undoubtedly, you’ve come across [PROBLEM 1]. As a result, you must have faced the challenge of resolving [PROBLEM 2]. Undoubtedly, you’ve experienced their cosmic pessimism, rudeness, and the perpetual feeling that everything goes wrong. I know because I’ve faced the same issues. That’s precisely why I’m committed to setting my business different from all the other [AS MENTIONED BEFORE, REFER TO YOUR COMPETITORS USING ONLY THE CATEGORY NAME: “REAL ESTATE AGENCY,” “DOCTOR,” …]. In fact, when I embarked on this journey, I was grappling with [DESCRIBE YOUR DIFFICULT ORDINARY WORLD].”


After describing your intricate ordinary world and explaining why it’s crucial to leave it as soon as possible, let’s move on to the next phase: the “call to adventure.”

We’ve established that the ordinary world represents a static, uninspiring, unstable, and very challenging condition.

So, as an innovative and visionary entrepreneur, it is imperative for you not to linger in this environment.

Above all, you don’t want your customers to perceive you as just another entrepreneur who, like all the rest, uses fear as a psychological tactic to sell and employs outdated sales methods full of gaps and risks for buyers.

You want to be perceived as different from your competitors.

Your aim is to revolutionize your industry, providing your customers with something unique, something that aligns closely with their individual purchasing needs.

They’re more than just numbers on a year-end balance sheet; they’re individuals deserving personalized attention.

That’s why you’re striving to abandon the ordinary world.

During this second phase, your task is to clarify your concept of differentiation and narrate how you embarked on the creation of your business.

Now, pay close attention.

At this point, I’ve observed that many of my readers often make a grave mistake.

Many of them claim to have taken a different path from their competitors solely for financial reasons:

“My industry was already saturated with formidable rivals, so I couldn’t afford the risk of closing and failing. Who would support my children? That’s why I had to differentiate.”

This statement can undermine the entire marketing plan you’re building.

Even if financial concerns truly drove you to pursue differentiation, you should never express it in this way.

You should never, ever say, “I needed money, so I came up with a new way of working.”

Or, worse yet, “I became an entrepreneur in this field because I’ve always dreamed of getting rich and living by my own standards, without having bosses.”

Forgive the bluntness, but admitting something like that makes you seem like you’re begging your customers to choose you.

And nothing is more detrimental than being perceived in this way.

Your potential customers should believe that your motivations go beyond financial gain.

They should be convinced that there is a much nobler purpose behind your actions.

Above all, they want to see you as an entrepreneur who is already wealthy and self-assured.

Let’s not deny it: money has been a driving factor, everyone knows that, including our customers.

However, the human spirit always aspires to believe in goodness and professionalism.

Therefore, your differentiation should be fueled by the desire to do good:

“I grew tired of being part of the crowded cohort of entrepreneurs who deceive people. So now, I stand by my customers, offering them something that no one else can provide.”


At this point, driven by all the convictions formed in the preceding events, the Hero responds to the “call to adventure.”

But… an immediate twist of fate occurs: the Hero realizes that this adventure is impossible or extremely challenging.

Despite your initial enthusiasm, you quickly confront reality and discover the multitude of uncertainties and problems that prevent you from making all these permanent changes to your business that would have benefited your clients.

The Hero is asked to undertake unfamiliar tasks, ones they’ve never encountered before and therefore don’t know how to handle.

Essentially, from a business perspective, this is where you must confront the infamous conspiracies of your industry that prevent you from operating differently from your competitors.

These obstacles may manifest as bureaucratic issues, financial investments that were beyond your means at that time, or fierce competitors obstructing your progress (always refer to your competitors by naming the category in general, it’s best to refrain from naming specific entities to avoid potential defamation issues).

Let me provide an example I’ve been thinking about for a long time.

If an honest politician were to emerge in Italy who genuinely aimed to solve the country’s problems (even though finding an honest Italian politician is rarer than finding a blue dog), at this point, they might say:

“I wanted to revolutionize Italy and transform it into an honest nation aspiring to become a global economic power, but as soon as I embarked on my project, the mafia threatened my entire family. Therefore, I had to stop and carefully assess the situation.”

Giovanni Falcone and Paolo Borsellino – two true Italian heroes and among the few sources of pride in this country – bear witness to this: they did not stop in the face of mafia threats and sacrificed their lives.

A reader of mine from Italy – and it’s true – had to “refuse their call” because they realized that to finance their innovative idea, they would have to deal with individuals of mafia origin.

That’s why they took their entire project and moved to Switzerland.

In summary, in this phase, you find yourself on the threshold of an unknown door leading to what Vogler calls the “Extraordinary World,” eager to cross it but obstructed by someone or something.

Consequently, you must, for the time being, decline the call.

What’s the point?

Refusing the call is tantamount to accepting failure even before starting your business.

It’s akin to throwing in the towel and surrendering to the complex, outdated, and conspiratorial mechanism that has always ruled your industry.

Despite your good intentions and hard work, the initiation of your project becomes unattainable.

As a result, you resign yourself and realize that you are unable to serve people in the way you desire.

Moreover, you understand that there are forces trying to maintain the status quo, making the aspiration to improve your industry an unattainable dream.


At the lowest point in your life, after nearly succumbing to depression due to your failure, a mentor comes to your rescue.

This is perhaps the most crucial part of your entire presentation because here you showcase your vulnerability as a human being and acknowledge that, like everyone else, you needed help.

This is a part that corporations and even your competitors will never accept: they pretend to be infallible superheroes, absolute geniuses, problem solvers of all kinds.

“We’re rich, we have the best products on the market, and we never make mistakes!”

Or, worse yet:

“Once, I helped a client, and thanks to my assistance, they became a billionaire!”

I’m not saying it’s not true, I’m just saying there’s a way to communicate our successes.

By portraying oneself as an infallible superhero, an entrepreneur will only garner the antipathy of those who listen to their story.

Real people, our customers, need to identify with ordinary individuals, not superheroes.

Of course, you have to demonstrate that you’re a resilient entrepreneur who knows their stuff.

Of course, you have to prove that you’re an authority in your field.

But you also have to show that you’re human.

Throughout our lives, all of us have needed a helping hand, myself included (on more than one occasion).

So, getting back to you, in your presentation, you openly and unashamedly acknowledge that you too needed a helping hand, and this assistance was indeed provided by someone who later became your mentor.

The mentor who comes to your aid can be anyone; it doesn’t necessarily have to be a person.

It could even be an old book or an object… It doesn’t matter.

What really matters is that the mentor provides you with everything you need to embark on your journey and confidently responds with a resounding “Here I am!” to the call.

The mentor is a recurring theme in the posts and videos on your blog.


Thanks to the mentor’s advice, you now have everything you need to embark on your entrepreneurial adventure.

The Hero then enters the aforementioned “Extraordinary World” and realizes that this new world is unlike anything they have ever seen.

And it certainly isn’t all sunshine and rainbows.

There are numerous challenges to overcome and many enemies to battle (enemies = competitors).

However, the Hero has entered this new world and is determined not to emerge as a loser.

It is through this initiative that the Hero finds allies along the way, who help them achieve their goals.

Who are these allies?

The most common ones are your current collaborators.

During this phase, teams can be formed: perhaps you have encountered collaborators who have supported you and are still with you now.

If you have such collaborators, make them the protagonists of some of your stories (blog posts and videos) and present them as the best employees in the world.

People appreciate collaborators, secretaries, and assistants.

They love those who do the “dirty work.”

If you ask a Queen fan who their favorite member is, many will answer John Deacon: the shy, reserved bassist who completely withdrew from public life after Freddie passed away.

Unlike the other three members, John was the one who gave fewer interviews, never sang, and often stayed quietly in the background.

People love people like that.

Consequently, they will also love to hear about your collaborators’ stories, their backgrounds, and they will be happy to see that they are happy to work for you.

Share their stories, tell who they were before they met you, how you have improved their lives, and how they have enriched yours.

Your customers will adore you; people always admire entrepreneurs who reveal the “behind-the-scenes” and praise their employees.

Let me give you another example: when TikTok videos show workplaces where everyone jokes, laughs, and has fun, viewer comments consistently express sentiments like, “When the workplace feels like a family, performance soars!” or “You’re lucky; I wish I had colleagues and bosses like that!”


Thought it was all over?

Well, of course not, there’s always room for one final plot twist.

The last part of our story represents the ultimate epic battle you had to face before embarking on the entrepreneurial career that has made you the successful person you are today.

It’s akin to the challenges presented in old video games, where you had to confront the formidable boss of the final level.

Now, you must identify this ultimate obstacle that sought to derail the achievement of your goal.

You should vividly describe the immense challenge you encountered during this trial and the arduous difficulty of building your business and establishing your profession.

Tell the story of how this obstacle nearly led you to failure, despite your wealth of experience.

Finally, narrate how your mentor and your colleagues helped you overcome and defeat this seemingly invincible “monster.”

It could even be the same enemy that prevented you from answering the call in Phase 3, and who may now have returned even stronger.

4. Teaching: Discussing Free Content

Once people have understood who you are and why you’ve decided to embark on your business venture, it’s finally time to deliver the promised free content.

As mentioned earlier, it’s crucial to emphasize that you should not provide information easily accessible through a simple Google search.

Don’t underestimate this aspect: you must provide valuable information that cannot be found elsewhere for free.

It should be something that entices people to read, listen, or watch and makes them proud to have shared their email address with you.

However, there is also a flip side to consider: it’s important to be cautious not to reveal too much information.

Revealing excessive information is a significant mistake that can have a negative impact on your sales.

This is because overwhelming your leads with too much information all at once can confuse them, leaving them uncertain about where to start, and a confused person is unlikely to make a purchase.

Additionally, if they receive an excessive amount of content for free, they may believe that there’s nothing more valuable to learn, which could discourage them from purchasing your main product.

The goal of a lead magnet is to capture the lead’s attention, not to teach them everything you know.

Focus on the three most important aspects and save the rest for the main product.

Try to identify the three most crucial things for your audience and discuss only those.

Explain these three things but refrain from providing a detailed explanation of HOW to execute them.

To know HOW, your contacts need to purchase your product or service.

Here’s a sample script:

“To achieve this goal, you need to know five things. Unfortunately, I can’t delve too deeply into the details in this presentation as I’ve already taken quite a bit of time sharing my story, so I will explain only three of them.”

This way, you’ll create a loop in your lead’s mind, prompting them to think, “I absolutely need to know the other two things; I must buy the product!”
Another tip: avoid excessive technical details.

People are not interested in technical aspects at this stage.

Avoid discussing product specifications, production materials, or complex details as they may divert your prospect’s attention.

A third tip: avoid being boring.

Regardless of the subject of your lead magnet, make it engaging for your audience.

I’m not suggesting you become a comedian; after all, you’re an entrepreneur selling products and services.

However, consider adding some entertainment value.

In some industries, especially those targeting highly specific market segments, information can become dense and quickly lose people’s interest.

5. Call to Action (CTA)

Conclude the video by expressing gratitude to everyone for watching and extending a warm invitation to purchase your product or service.

For instance:

“Thank you for investing your time in watching this video. I sincerely hope you found the information valuable and enlightening. Now that you have gained a better understanding of the benefits my product offers, I encourage you to take the next step and make a purchase. By doing so, I will be able to provide you with techniques and strategies that will assist you in achieving your goals and overcoming your challenges. Once again, I genuinely appreciate your time and consideration.”

Free Ebook as a Lead Magnet

An alternative to a free video is an ebook.

The advantage of an ebook is that it can always be available, even on your mobile phone, whereas a video requires a quiet environment without noise to be watched, and overall, to be listened to and understood.

Furthermore, an ebook can always be updated, whereas a video must be recorded in its entirety whenever the need to update it arises.

What should you write in the free ebook?

Simply follow the same template I showed you in this blog post to create the webinar.

Thanks to template and Vogler’s book The Writer’s Journey,” the approach I just demonstrated is also effective in written format.


  • Font: Arial or Open Sans
  • Font size: 12 pt
  • Line spacing: 1.15
  • Include the title of your ebook and your name/surname on the first page.
  • The chapters need to be separated by a page break (a command available in Microsoft Word).

Save and publish the document as a PDF on your blog.

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