Email Marketing

Lesson 4 – Actually Creating Your Lead Magnet

Lesson 4

Now that you know what content you’re going to cover in your lead magnet, the next step is to actually create it.

Types Of Lead Magnet

There a number of different types of lead magnet you could offer:

  1. Report / white paper / ebook / case study
  2. Podcast / audio mp3
  3. Video
  4. Cheatsheet
  5. Infographic
  6. Checklist
  7. Resource list
  8. Templates
  9. Discount vouchers
  10. Free trial (software)
  11. Survey
  12. Content upgrade

Report, Audio, Video

These 3 are very popular and pretty obvious. You deliver your lead magnet in the form of a report or audio or video, solving 1 of your target audience problems.

Reports, case studies, ebooks, and white papers as well as #4 through #7 are typically and easiest delivered in the form of a pdf. Write your content in Microsoft Word or Pages (Mac) or Google Docs (online and free). Then convert them to pdf.

Here’s how you do that in Google Docs:

For audio, you can use your built-in recording software on your computer or you can use a free app called Audacity.

For screen recording and video editing software, I personally have used both Camtasia and Screenflow (Mac) and found both of them to be good. If you have a built-in software that comes with your computer, feel free to use it.


This is basically a quick condensed version (summary) of how to do or achieve something. If you have a book covering “7 steps to increase your memory retention by 42% in 5 days”, your cheatsheet could offer a condensed version of the most important points to take away.


This is a piece of (usually) visually appealing graphic that contains important points about your topic. Be sure to provide the high resolution version of the graphic as well so that your leads can print them out if they want.

If you’re not a designer, you want to enlist the help of a good one. You can go to Fivver and hire one or use your favorite designer.

This is what I’ve done for my CVM infographic:


This is a checklist of the steps required to achieve a desired result. In the “7 steps to increase your memory retention by 42% in 5 days” example, you could create a “bullet point” checklist that people can glance over it quickly to make sure the important steps are not missed.

This is also what I’ve done to entice visitors to opt in to get my checklist for more leads and sales… specifically for digital product creators:

Resource List

This is a list of the tools and resources required to do something.

This list would save you tremendous amount of time trying to search and review the different tools.

As an example, here are the tools I use to run my business.


If you could provide a “fill in the blank” kind of template that’s relevant to your topic, people are going to want to get a hold of it.


You target people who often do presentations who are looking for professional Powerpoint templates. If your lead magnet is a nice Powerpoint template giveaway they can simply “plug and play”, do you think these people want to get it?

All they need to do is then change out the logo and the text on the template.

Discount Vouchers

This works well for physical products, but not so well for digital products, unless you or your brand is already well-known.

Because if you’re not already popular, and you say to people “Enter your email and get a 50% discount on my amazing course on how to boost your memory” — not many will be interested, even though you’re targeting the right audience.

This is because you don’t have any credibility yet. You’re just another stranger to them.

Free Trial

This works well if you’re selling software. People can easily sign up for a free trial account and test drive your system first. If they like it, they’ll become your customers. If they don’t, they simply don’t upgrade.


Infopreneurs and service businesses who want to grow and track their email revenue can try BirdSend for free.

We also offer a free trial of Zaxaa for those who want to sell their digital offers.


When visitors land on your landing page, you ask them a few questions related to their topic of interest.

This is as if you’re there face-to-face “diagnosing” their problems and offering them solutions based on their unique situation.

At the end of the survey, people are asked to provide their email on the promise that their customized answers are sent to their email inbox.

Based on their answers, they get funneled to different segments of your list and start getting email follow ups based on which segments they’re on.

This makes the emails they get very targeted and specific to their condition and situation, which in turn leads to high engagement and sales conversions.

However, this is an advanced tactic which requires more work such as setting up multiple different email sequences based on their answers. I only recommend this method if you’re already familiar with email marketing.

Content Upgrade

This is basically providing something that’s very relevant to the content the visitor is viewing, and “that something” can only be gotten by opting in / subscribing.

If you’re just a blog reader and haven’t opted in/subscribed, you can’t have access to it.

In one my blog posts, I talk about the importance of Customer Value Maximization (CVM). My content upgrade offers people a high resolution (print-ready) CVM infographic plus more examples, so that they can gain a better understanding.

BirdSend helps Infopreneurs & Service Businesses grow their email revenue + know which emails are generating the most sales