So you’ve been told to create a lead magnet.

You’ve spent hours putting together a free guide, a checklist, or a PDF. And what happens? A flood of new subscribers! But then… crickets.

They never buy.

Here’s the brutal truth: Most lead magnets attract freebie seekers, not actual buyers.

But what if your lead magnet could do more? What if it could bring in people who are already in the mindset to spend money?

That’s exactly what we’re diving into today: 10 creative lead magnet ideas designed to attract real buyers, not just freeloaders.

Want to get more sales from your email marketing?

Before we get started with today’s episode, we’ve put a little something together for you.

It's really cool and it's FREE (yes, it's cool and free – we're nice like that). We all know that subject lines are important to get right and are a leading measure of your open and click rates – but writing them can be a challenge.

That's why Kennedy has spent months training an AI to write powerful subject lines that is beating top copywriters' subject lines 80% of the time in A/B tests – and you can get access to it here.

---

1. The Method Demonstration

People don’t just want a solution; they want YOUR solution. This lead magnet idea lets them see your method in action.

How it works:

• Offer a free webinar, video tutorial, or downloadable PDF that explains your signature process.
• Example: If you have a unique method for increasing email conversions, create a short video walking people through it.

Why this works: People who opt in for this are already considering buying, they just need proof your method will work for them.

2. The Open Day

This is like a free sample at Costco. You let potential buyers experience your product or service before they commit.

How it works:

• Invite leads to sit in on a live coaching call, Q&A session, or workshop.
• Example: If you run a group coaching program, let them join one session for free.

Why this works: They get to see the value upfront, and if they love it, they won’t want to leave.

3. The Case Study Selector

Before people buy, they want to know: “Will this work for me?” This lead magnet removes that doubt.

How it works:

• Create case studies tailored to different customer types.
• Have users select their industry or problem, then send them a success story that matches their situation.
• Example: A weight loss coach could have case studies for busy moms, office workers, and athletes.

Why this works: It personalises the experience and shows them proof that your method works for someone just like them.

4. The Expert Eavesdropper

This is a sneaky but brilliant way to borrow credibility from industry leaders.

How it works:

• Record a conversation with a respected expert in your niche.
• Offer the recording as a lead magnet.
• Example: “Want to know how [Industry Expert] solves [Problem]? Listen in on our private conversation.”

Why this works: People trust big names, and by association, they’ll trust YOU.

5. The Calculator, Tracker, or Scorecard

People love tools that help them measure progress or diagnose problems.

How it works:

• Create a simple calculator, tracking sheet, or assessment that helps users analyze their situation.
• Example: A business coach could create a “Revenue Growth Scorecard” where users enter their numbers and get insights.

Why this works: People who take the time to track their progress are serious about improvement, and serious about buying.

6. The Expert Exposé

Want to get inside the minds of top experts? This lead magnet does just that.

How it works:

• Break down a well-known figure’s success strategy and explain it to your audience.
• Example: “How Alex Hormozi Built a $100M Business (And How You Can Too)”

Why this works: It positions you as someone who understands high-level strategies and keeps your audience engaged.

7. The Paid Mini Offer

Yes, a paid lead magnet. Instead of giving something away for free, charge a small fee.

How it works:

• Sell a low-cost digital product, like a short workshop, template, or toolkit.
• Example: A marketer could offer a $7 email template pack.

Why this works: People who pay for something small are way more likely to pay for something bigger.

8. The Low-Cost Book

Books are powerful lead magnets because readers are learners, and learners are buyers.

How it works:

• Write a 100-page book on your expertise and sell it for a low price.
• Example: A fitness coach could write “The 30-Day Fat Loss Plan” and sell it for $17.

Why this works: Buyers who commit to reading your book are primed for your upsell.

9. The Live Challenge or Workshop

People who show up for live events are highly engaged and more likely to buy.

How it works:

• Host a free 3-5 day challenge where participants take action.
• Example: A copywriter could do a “Write Your First Sales Page in 5 Days” challenge.

Why this works: Attendees commit time and effort, so when you pitch your offer at the end, they’re ready to buy.

10. The Magic Trick Lead Magnet

This one plays on curiosity. It makes people think, “Wait… how is that even possible? I HAVE to find out.”

How it works:

• Offer a lead magnet with a seemingly impossible promise.
• Example: “How I Sell High-Ticket Offers WITHOUT Sales Calls.”

Why this works: The curiosity gap is irresistible. If the promise is real, people will want to learn more and buy from you.

The Big Takeaway

Not all lead magnets are created equal. Most attract people who just want free stuff. But these 10 ideas bring in buyers, not just subscribers.

Now, here’s your challenge: Pick one and implement it this week.

Want more email marketing tips? Join The Email Marketing Show Community on Facebook—where we turn subscribers into paying customers, every single day.

See you inside! 🚀

Related episodes

The Affiliate Marketing Playbook: How to Make Sales Without Annoying Your List

Webinars That Sell: Insider Secrets from Jason Fladlien!

How to Use Storytelling in Your Emails to Get a 22% Higher Open Rate

FREE list of the top 10 books to improve your email marketing

If you want to write better emails, come up with better content, and move your readers to click and buy, here's how. We put together this list of our Top 10 most highly recommended books that will improve all areas of your email marketing (including some underground treasures that we happened upon, which have been game-changing for us). Grab your FREE list here. 

Join our FREE Facebook group

If you want to chat about how you can maximise the value of your email list and make more money from every subscriber, we can help! We know your business is different, so come and hang out in our FREE Facebook group, the Email Marketing Show Community for Course Creators and Coaches. We share a lot of training and resources, and you can talk about what you're up to.

Try ResponseSuite for $1

This week's episode is sponsored by ResponseSuite.com, the survey quiz and application form tool that we created specifically for small businesses like you to integrate with your marketing systems to segment your subscribers and make more sales. Try it out for 14 days for just $1.

Grab The Email Hero Blueprint

Want more? Let's say you're a course creator, membership site owner, coach, author, or expert and want to learn about the ethical psychology-based email marketing that turns 60-80% more of your newsletter subscribers into customers (within 60 days).

If that's you, then The Email Hero Blueprint is for you.

This is hands down the most predictable, plug-and-play way to double your earnings per email subscriber. It allows you to generate a consistent sales flow without launching another product, service, or offer. Best news yet? You won't have to rely on copywriting, slimy persuasion, NLP, or ‘better' subject lines.

Subscribe and review The Email Marketing Show podcast

Thanks so much for tuning into the podcast! If you enjoyed this episode (all about how to kick off an email reactivation campaign and get back on the email marketing wagon) and love the show, we'd really appreciate you subscribing and leaving us a review of the show on your favourite podcast player.

Not only does it let us know you're out there listening, but your feedback helps us to keep creating the most useful episodes so more awesome people like you can discover the podcast. 

And please do tell us! If you don't spend time on email marketing, what do you really fill your working days with? We'd love to know!