#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

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


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Ray Edwards is a world-renowned copywriter and communications strategist, writing for some of the most powerful voices in leadership and business including New York Times bestselling authors Jack Canfield and Mark Victor Hansen (Chicken Soup for the Soul) and Tony Robbins. Ray is a sought-after speaker and author, hosts a popular weekly podcast, and blogs at RayEdwards.com.