#082: How To Create Lead Magnets [Podcast]

It's harder than ever to get people to share their email address. Nobody wants more spam in their inbox. What's a marketer to do?

Leads, prospects, customers formula

The solution to the problem is surprisingly simple, and increasingly difficult. But it's well worth the effort as I will demonstrate in today's episode.


Conferences where I will be attending and/or speaking:


Tip Of The Week

Drafts for iOS is my new mobile text editor of choice.

For the past week I've been traveling using only my iPad as my main computer.

Spiritual Foundations

Blessed is the man who walks not in the counsel of the ungodly…but his delight is in the law of the Lord, and in His law he meditates day and night.
Psalm 1:1–2

All over the world, men and women are looking for wisdom. If you want proof, just visit the self-help section of the bookstore.

I've often said that self-help is no help, and it often becomes shelf help. I don't mean to say there is no wisdom in those books. The fact that the Bible urges us not to sit in the “counsel of the ungodly” means that the ungodly actually do have counsel.

But it also tells us that those who meditate on Jesus day and night “shall be like a tree planted by the rivers of water, that brings forth its fruit in its season, whose leaf also shall not wither; and whatever he does shall prosper.”

Keep your eyes on Jesus, seek out his wisdom and counsel, and the counsel of others who follow him. It will cause you to prosper.

Feature Segment: How to Create Lead Magnets That Attract Prospects

By now, you are certainly convinced that you must build an email list if you want to succeed in marketing online. You may be a little more advanced, and understand that it's only partially true that “the money is in the list”… You may have realized that the money is actually in your relationship with the list.

The relationship starts with how you acquired the list. Purchased emails are at the bottom of the barrel, as they are almost certainly spam. Opt in for a “free newsletter” or even a “free report” are somewhat higher up the food chain, but not much.

Yet some people manage to create lead magnets that draw people like a gravitational field. How do they do this, and more importantly, how can you?

  • Know your customer
  • Know the customer's FFA's
  • Develop a unique solution
  • Solve their problem with power, elegance, and finality
  • Communicate the value of your offer
  • Deliver on what you promise
  • Provide the answer in each modality, with excellence
  • The fortune is in the follow-up

If you enjoy the podcast, I would consider it a great favor if you subscribe (and leave a review) in iTunes. This helps new people discover the podcast. You can also find the podcast on Stitcher.

Question: How have you used testimonials to help market your business? Click here to leave your comments.


Please note: I reserve the right to delete comments that are offensive or off-topic.

  • Thanks for another great podcast Ray. I actually subscribed to your blog because of your free copywriting guides! Thanks!

    Recently I added a lead magnet to my blog. My wife and made a video in which we share our love story about how we met, started dating and eventually married. It’s actually something we get asked about a lot and a story we’ve shared in churches before.

    Made a teaser youtube video and have it posted in the right column in my blog. When someone subscribes to our blog they get sent a link to the full video. Over the past month this has increased my rate of new subscriptions by about 5x!

    Now you got me thinking about other magnets that I could try. I’d like to try something other than video. I’m thinking of offering a free pdf download of the best iphone apps for Bible study and with a short guide on how to use them.

  • JesLacasse

    Great podcast! I always learn so much! Thank you for what you do! I signed up for your mailing list to get the copywriting guides, & can’t wait to use them!

    I have an e-mail sign-up on my website, but this month is dedicated to creating something that I can give my visitors as incentive to sign-up, so this podcast came at the perfect time!

  • John Keever

    I enjoy your Podcast every week, usually on Saturday morning with a cup of coffee. I originally found you because of your marketing advice, because I’m a direct response copywriter. Hopefully you won’t get a duplicate post from me today – first time I’ve commented and I had a little trouble earlier.
    I’m especially impressed with your leadership, choosing to air your Spiritual Foundations segment as a part of your program – thanks for that!
    I have a blog over at http://www.biblesuccessblog.com – and the lead magnet I’m currently using is a report I wrote called, “The Bible Wealth Secret” – actually, there are two, the other is “Bible Recall 50 Verses in 30 Days.”
    Currently, I’m reworking “The Bible Wealth Secret” as a keynote I plan to use to get more subscribers and eventually, once my talk is tightened a bit, will offer the audio too.
    Thanks for everything Ray,

  • Hey Ray, I love your podcast! My lead magnet is a free Worship Mindmap, on the upper right hand side of my blog http://www.robstill.com/

    I used to produce jingles and really like your theme song too, your production and content is excellent, very well done. Thank you!