Have you ever been proposed to on a first date? No, I didn’t think so.

If you have never experienced this, why should you expect your customers to go through an awkward first date proposal when they first meet your business?

Yes, that’s right. Marketing is like dating. You have to take the time to woo your customer before they are going to give up any of the good stuff. They have to know you, they have to like you, and they have to trust you before they will buy from you.

So how do you get them to do that?

A lead magnet is the first step. Let’s look at what a lead magnet is and why you need one.

What is a Lead Magnet?

A lead magnet is a valuable resource that you offer your ideal client in exchange for their email address. It is also known as a hook, a freebie, an ethical bribe, or many other names. In essence, they are all the same thing. They all perform the same job of starting your relationship with a potential client on the right foot.

So what is this freebie resource?

Well, I have put together a somewhat catchy acronym to help you remember it. Ssso, let’s look at it.

No, that was not a typo, it’s my acronym. Ssso, your lead magnet should cover these 4 key components:

Small Slice of Value – a small easily consumable resource that provides your prospective client with some information that is incredibly valuable to them. It should be something that your subscribers can action immediately within an hour or two.

Solves a Specific Problem – this resource should solve a very specific problem. Just one problem, they don’t have all day. You need to decide on the most pressing problem that your ideal client has and target your resource towards it.

Specific Person – you only want to target your ideal client with this resource as you don’t want to fill your list with tyre kickers who are never going to buy from you. Have your ideal client firmly in your mind when you are creating your lead magnet.

Offered In Exchange For An Opt-in – this is the first transaction that you will undertake with your prospective client. While they are not paying you physical dollars for the freebie, they are still giving you something of value… their email address.

How A Lead Magnet Works

A lead magnet is the first interaction you have with your subscriber. It is the part of the dating journey where you decide that you like each other, so you just might swap numbers. That way, you can stay in touch and go on a second date.

It is your first opportunity to…

  • Reinforce what your client’s problem really is
  • Show them that you are the solution to that problem
  • Make solving your client problem a priority
  • Position your business in a way that shows the client you can help

Why Do You Need One?

In a nutshell, this free resource can help you to carry out more effective marketing.

People have become savvy. They receive so many emails a day that adding a ‘sign up for my newsletter box’ at the bottom of your homepage is not good enough any more. You have to entice subscribers to sign up with something valuable. Only then will they be convinced and provide their contact details as payment for your lead magnet.

“Try not to become a man of success. Rather become a man of value” – Albert Einstein

Albert Einstein was a pretty wise dude, and he hit the nail on the head with this quote. Show your prospective clients that you are of value and it can help to inspire the action you want.

How Can You Use A Freebie?

If you are going to the trouble of creating this resource, then you want something in return.

That something is growing your email list.

That list is a business asset. Sure, social media followers are great for social proof, but the real value lies in your list. By getting subscribers on your list, the door is now wide open to providing consistent value, continuing the conversation, and nurturing the relationship. It takes you steps closer to that proposal you have been hanging out to make.

I will close with a really insightful quote by Vicki Fitch

“If you aren’t building your list, you are missing out on the future of your business.”


Your lead magnet is just one ingredient in the perfect marketing recipe. If you want to know which other ingredients will make your business success rise like a souffle, then get in touch with me at The Marketing Baker.


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