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What if I told you that one simple piece of helpful content could totally change how people find you, connect with you, and eventually buy from you?
In this episode, we’re getting really practical about email list building, and I’m sharing the exact steps to create a lead magnet; AKA: the simple, helpful entry point that not only grows your email list but actually attracts the right people into your business!
I know email marketing can feel like a lot. And maybe you’ve thought, “I’ll do it later” or “I just need to finish this other thing first.”
But here’s the truth: your email list is one of the most valuable assets you can build. And creating your first (or next) opt-in doesn’t have to be hard!
Today, I’m walking you through:
- What to consider before you create a lead magnet
- The different types of freebies that actually work
- And how to start attracting the people who are most aligned with what you offer
And if you’re thinking, “This sounds great, but how do I actually set it all up?” then don’t worry, I’ve got you covered. We’re covering a LOT today, but if you want to go even deeper, I created a totally free mini-course that walks you through the entire process, step by step.
Today will get you excited about your opt in, and this mini-course (valued at $59!) is yours free to help you set it all up from a landing page to delivery with ease and confidence.
Click here to jump into the email list-building mini course right now!
Now, let’s make this the moment you finally stop putting your list off and start building it with intention.
Why Your Email List Matters More Than You Think
Let me take you back to when I first learned about email lists.
I had just hired my first business coach. It was a big move for me at the time, and on our first call, he asked, “How big is your list?”
I thought he meant my to-do list.
I laughed nervously and told him it was a mile long (which, as a solo entrepreneur, was true of my to-do list!).
I had no idea he was talking about my email list — and at the time, I didn’t have one. What I did have was 10,000 Instagram followers. I remember being proud of that, especially when I realized I had more followers than he did.
But he wasn’t impressed. He only cared about my ability to directly reach the people who cared about what I had to offer.
That day, he sent me an episode of Amy Porterfield’s podcast to learn everything I could, and that was the beginning of my journey into email marketing.
Back then, I was still photographing weddings and starting to dream up my first digital offers. My first freebies were designed to attract photographers, and later I created presets to bring in creatives for a future Instagram course.
Now, years later, I say this with total clarity:
- My email list is the number one asset in my business.
- It’s the number one indicator of health.
- It’s the number one driver of sales.
And that started with just one lead magnet. One freebie. One moment where I decided to stop depending on social media and start building something I actually owned.
Before You Create Your Freebie: 4 Must-Ask Questions
So, what is a lead magnet, really?
It’s a free, helpful piece of content you give in exchange for someone’s email. It should solve one specific problem, quickly and clearly.
It’s not just about growing numbers, it’s about building a list of people who want what you offer.
Creating your first (or next!) opt-in doesn’t need to be overwhelming.
But before you dive into Canva or record your first Loom video, pause and ask yourself these four things:
- What’s the end goal?: Don’t create a random freebie. Make sure it aligns with a product or service you already offer (or plan to offer!).
- Can I keep it small and specific?: Don’t try to solve everything. Just solve one bite-sized problem. Quick wins = higher conversions.
- What format is easiest for me to create?: Whether it’s a Google Doc, a Canva template, a Loom video, or a simple PDF—choose the medium that feels doable for you.
- Is my title clear (not clever)?: Your opt-in should say exactly what it is and why someone needs it. Clarity always beats cleverness.
Fun fact: One year, I made 52 different freebies—one per week. Spoiler: that’s not the way. Do less, but better.
10 Types of Lead Magnets That Actually Work
Let’s be honest: there are endless ideas out there for freebies. But not all lead magnets are created equal!
The best ones are simple to create, aligned with your offer, and valuable enough that your dream audience feels like they hit the jackpot just by giving you their email.
Here are ten of the highest-converting, easiest-to-execute lead magnets I’ve used or seen work in real time. And don’t worry. You likely already have everything you need to create at least one (if not three!) of these!
1. Checklists
The ultimate low-lift, high-impact opt-in. Checklists are fast to create and even faster to consume. People love them because they offer an instant sense of clarity and direction.
Whether it’s a morning routine, a wedding prep checklist, a launch timeline, or a content calendar, checklists help your audience take immediate action. Plus, if you’ve created a process for yourself that works, there’s a good chance it will work for someone else, too.
2. Templates and Scripts
Think of the things you copy and paste or refer back to often in your business. Emails. Instagram captions. Budgeting spreadsheets. Podcast outlines. Those ready-made, plug-and-play assets are gold for someone a few steps behind you.
You can take something that already exists in your business and repurpose it into a lead magnet that saves your audience time and mental energy.
3. Presets and Downloadables
If you’re in a creative or visual field, this is for you. My photo editing presets were some of the best-performing opt-ins in my photography days. You can also create Canva templates, design kits, or even Lightroom filters.
The key is to make sure your freebie is a sneak peek into a bigger paid offer, like a full preset pack or a full course on branding design.
4. Discount Codes or Early Access
If you run a product-based business, this is a no-brainer. A first-time buyer discount or VIP early access to a new collection can massively grow your list. Not only does it incentivize people to opt in, but it also gives you the opportunity to nurture and convert them through your emails even if they don’t purchase right away.
I’ve seen this work beautifully in ecommerce, photography, and even service-based businesses with limited availability.
5. Masterclasses or Free Trainings
When you need to educate your audience to sell them on the value of your paid offer, a masterclass is an ideal lead magnet. It allows you to show up as the expert, explain the “what” and “why” behind the problem they’re facing, and position your paid offer as the solution.
These can be live or pre-recorded, short and sweet or deep dives. The key is clarity and alignment with your final offer.
6. AI Prompt Packs or Swipe Files
These are hot right now for a reason. Everyone is learning how to leverage AI, and they’re looking for a shortcut. If you’ve created a few great prompts for ChatGPT or built a swipe file of effective marketing language, this is a powerful and trendy opt-in.
The best part? You can tailor it to your niche. Whether it’s prompts for email marketing, launch planning, or even journaling, you’re offering something your audience can put to use immediately.
7. Workbooks and Printable Planners
These are perfect if your audience is craving clarity or organization. Whether it’s a goal-setting worksheet, a meal prep planner, a content batching workbook, or a reflection guide, this type of opt-in gives your audience a hands-on way to interact with your content.
Bonus: they’re beautiful and super shareable when designed well!
8. Digital Downloads
This is the most common lead magnet for a reason. You’ve likely downloaded one yourself. Think of it like a mini guide, a resource list, or a how-to that walks your ideal client through solving a micro-problem.
For example, my “How to Start A Podcast From Scratch” is a free digital download that consistently performs because it delivers exactly what someone curious about starting a podcast is looking for. This type of lead magnet builds trust fast.
9. Quizzes
Fun to take and full of potential for segmentation. A well-crafted quiz feels personal and insightful, and it allows you to tag your new subscriber based on their answers so you can serve them better down the road.
I’ve created quizzes like “What’s Your Secret Sauce?” that have brought in over 100,000 subscribers. Plus, people love sharing quiz results, which means more organic reach for your business!
Want to learn more about creating a free quiz to Listen to Episode 680: How to Create a Free Quiz to Get More Leads and Episode 677: This ONE Email Marketing Strategy Got Me 100,000 Subscribers!
10. Toolkits or Resource Libraries
This is where you bundle up a few high-value items into a “mini vault” of resources. It might include a checklist, a video training, a PDF guide, and a template. It gives the feeling of getting a lot of value in one place, and it often leads to longer engagement because your new subscriber will want to explore everything inside.
Just make sure each piece aligns with your overall offer and helps guide someone closer to a decision!
Final Thoughts
Here’s what I want you to hear loud and clear:
- You don’t need a full funnel.
- You don’t need a huge following.
- You don’t even need it to be perfect.
You just need one small, helpful thing to give to someone who needs what you offer.
If this episode got you thinking, “Okay, I’m ready to do this… but how do I actually set it all up?”, I’ve got you.
My free email list building mini-course walks you through the entire process: how to pick your lead magnet, create your opt-in form, write the confirmation email, automate delivery, and more!
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