10 ideas for your first lead magnet (whatever your business)

So you’re ready to create a lead magnet to help you attract the right kind of people onto your list! But you’re not sure what you can create that people will want. Well I’ve got 10 ideas right here to to get you thinking.

Remember, when creating a lead magnet think:

  • Of a problem your ideal audience has, and what you know/can do that will solve that problem for them.
  • Then, think about how they would best consume that information, together with what you can create, and
  • That is your lead magnet.

(I’ve got a handy worksheet for planning your next lead magnet, that walks you through this.)

Offering something valuable that people can straight away is a great way to get people onto your email list. But often it's hard to know where to start! Here's 10 ideas to help you plan your next lead magnet, Plus a free worksheet to download and use to make it easier!

Ok, so here’s those 10 ideas for you!

Video tutorials

Are a great way to share your knowledge and teaching with people, while letting them get to know you as a real person.

  • Make a collection of your live videos and offer them as a training. (Be real, don’t get too fixated on having the best equipment or editing your videos to polished perfection. People are getting used to live video now, and like to see the real you.)
  • Take the first video from a course you already have, and offer it up for free. This is a great way to get people interested in your full course that they will then happily pay for after the taster.

Resource Library

This can be an effective way to provide value to people, especially if you create a lot of downloadables anyway, or plan to in the future. Consider gathering them into a secure location that requires a password for access. And then the password is what you deliver in exchange for the email address.

  • You can keep adding to this as you create new things (so the value continues to grow over time, but it doesn’t have to be huge to get started).
  • Makes it easy for you as your links and delivery emails are always the same.
  • Gets people used to the idea of you providing value to them, and may even have a higher perceived value, as they are getting a whole library for free, not just one downloadable.


This is a great way for you to learn more about your potential audience, while at the same time providing them with learnings for themselves.

  • Your survey should lead people to learn something about themselves that will make them want more of what you have to offer.
  • For example: Find out what type of online business would suit you…Now that you know that a coaching business would be great for you here’s the 5 steps you need to get started, etc


Templates take some of the work and effort out of getting started, and show people what they need to do, to include, or even simply how to format something, etc.

  • You may even already have useful templates that you use, or that you could easily put together using any tool you’re comfortable, such as Canva, PowerPoint, Word, etc


Show people the steps they need to achieve a certain result.

  • Take something you teach or know well, and give the high level steps of what they need to do to do it.
  • Or you could provide a list of the tools or technology you use to do what you do best. Often people don’t know where to start, and they think that if they just had the right tools or technology they’d be able to get results.  (We both know that’s not true, a new tool won’t fix anything, but sometimes catering to the perceived problem of your audience can be a good way to get them into your tribe so you can teach them what they actually need to know.)


Give them something they can work through and take action on based on what you teach, or a method you have to share.

  • This gives something practical that they can complete, so an action is more likely.


If the prize is one of your products or services then you will attract entrants who are your target audience. And a competition can build a bit of buzz around you, as you encourage people to share with like-minded friends etc.

  • Make sure that part of the entry process involves them handing over their email address (ie: social shares are generally not enough).
  • Consider sending a discount or promo code out to those who didn’t win, but who were obviously interested in your products/services.
  • Don’t offer prizes that have nothing to do with your product/service, or you end up with a list full of people who will never buy from you.

Discount or Promo Code

96% of people who visit your site aren’t ready to buy. And if they leave you without buying chances are high they’ll buy elsewhere. One way to encourage people to buy from you the first time they visit your site is by offering a discount they can use on their first shop (ie: straightaway!).

  • By offering it on their first shop you increase the chance that they will buy from you now. If you offer a discount on their second shop the first shop is less sure, and so then obviously is the second 🙂
  • Display the promo code on thank you page, so they don’t have to leave your site to get the promo code.


Give people the chance to learn from you for free, and you then get to use some time at the end of the webinar to share about a product or service that helps them take what they just learnt to the next level.

  • Offer a discount or special price for those who order while the webinar is live.
  • This can work nicely when you team it with something like a worksheet that gets sent to them after they’ve signed up. So they get used to taking action with you, they get a bit of a feel for what will be included in the webinar, and they have something to take notes in when they watch the webinar (PDF that can be completed online are great for this).


A challenge is a great way to grow engagement and let people see that they can get results by working with you.

  • It’s also a great way to get them used to opening emails from you, as you have a good excuse for emailing them everyday for a set period of time.
  • And they will associate you with getting results, as you lead them to develop new habits, skills or ways of being through the challenge.

So, what do you think? Is there something on that list that would work well to help solve your customers problem?

Don’t forget to grab your free lead magnet planning worksheet to help you get started.

What other things have worked well for you as a lead magnet?

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