How we generated 100+ targeted leads in a week: Writing your lead magnet

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Fact: Lead generation is one of the most important areas of your business and it’s also the biggest problem business owners have, aside from cash flow.

And what helps cash flow? Leads!

The three most commonly used B2B lead generation strategies are email marketing (78%), event marketing (73%), and content marketing (67%). (Source: Demand Metric Research Corporation via Direct Marketing News)

If you are not taking care of your customer, your competitor will.

— Bob Hooey

Why is lead generation important?

Lead generation is the hottest topic in business. It’s the most talked-about topic of marketing gurus everywhere… and business owners need to know how to work it!

But what is lead generation exactly? How does it help your business? And how is a “lead magnet” used to generate more leads?

Ok, ok. Let’s answer these questions and then I’ll give you lead magnet ideas and show you how to put one together.

This will be one of the best pieces of content you can create for more leads than you can poke a stick at. 

You just wait and see!

When done correctly, they are a game-changer in your business. 

But what is lead generation exactly? 

First of all, a lead is basically anyone who expresses an interest in your products or services. Leads can come through to you via many different ways, and a lead magnet is just one way. Online they can come through your website, social media, emails and then through word of mouth, referrals, or a phone call.

Lead generation is a way of attracting leads into your business… the best types of leads are targeted and warm! And the way you do this is through developing and piquing the interest of people who want what you’re offering.

And how do you do that? Through your unforgettable content.

Lead generation is the first step in the customer journey with you. And it is a step in the right direction of a new customer and in the future, repeat buyers, and if not a customer than at the very least a raving fan because you have given such helpful, useful and valuable content in the first place to win that lead.

How to write a lead magnet that gets sales

How does it help your business grow? 

Having a constant flow of leads – aka prospective clients and customers – into your business is a growth mechanism and allows you a constant flow of potential sales too.

The more leads you have, technically the more sales you will get also. Maybe not all at once and maybe over 3, 6 or 12-month period.

Keep nurturing your leads with helpful and useful content, and the rewards will come to life.

However, on that note, you do need to have some strong sales skills. Getting 100 leads with no sales follow up only means 100 leads with no sales! And sales are the one element in business that keeps your cash coming in and your livelihood intact.

Having a lead-generation process in place will help keep your leads active and feeling the love until they are ready to take the next step with you.

How is a “lead magnet” used to generate more leads?

A lead magnet is an incentive used to give something of value to a potential client in exchange for their contact details and at the very least a name and email address. 

Lead magnets are often free and usually give people who sign up for them a piece of content. It can be digital or downloadable content, such as a free PDF download, checklist, swipe file, case study, eBook, white paper or video course, but it can also be a discovery call or a face-to-face coffee chat.

Approach each customer with the idea of helping him or her solve a problem or achieve a goal, not of selling a product or service.

– Brian Tracy

Getting someone to part with their email address is harder than it used to be because consumers are switched on and educated. 

But they do if it is for something valuable to them, that answers their most burning questions and solves the biggest issue they face.

An irresistible lead magnet speaks to the right people, targets your ideal customers, gives the answers and information they need to move forward to start a relationship on the right foot – one where they believe in you and what you can do to help them.

Did you know: Content marketing generates 3x as many prospects as outbound marketing, but costs 62% less. (Source: Demand Metric)

{Good read: What is outbound marketing}

Writing your lead magnet: 17 lead magnet ideas 

  1. Best blog with extra info added to it
  2. Blog series (choose 5 of your best blogs and piece them together)
  3. Checklist
  4. List of tools or resources/apps
  5. Templates
  6. Question and answer
  7. Mistakes
  8. eBook
  9. Survey
  10. Quiz
  11. Scorecard
  12. Video course or training
  13. 5-day challenge
  14. Info guide
  15. Cheat sheet
  16. Toolkit
  17. Brochure
How to write a lead magnet that gets sales

How to write a lead magnet

1. Plan out your lead magnet – what topic will you write about, what is your goal for the lead magnet, who is it for, how long will it be, what’s the next step for people who sign up to it, and so on.

2. Make sure your topic is air-tight. This is where most lead magnets fail and that’s because they are not written and created with their business bestie in mind. You will get the best result if you create something extremely specific and tailored to their needs, wants and difficulties. 

3. How do you know what they want? Offer your best client a free planning session, during this session where you will genuinely help them, ask them these three questions: What is your ultimate goal for your XXX <insert your area of business EG health, life, career, business, content, relationship, etc>.

  • What is the biggest challenge you are having with XXX right now?
  • What would help you now and in the future?
  • Use the answers to these questions to formulate your lead magnet.

4. Choose the type of content you will create. And know why you are creating it: a one-page checklist, 10 mistakes, 3 biggest problems, a case study where you had a great result, a swipe file where you share some of your best hacks or templates, a template, and info guide, chapters from your book, a quiz, and so on.

HOT TIP: Keep it simple and play to your strengths, a downloadable PDF is the easiest to create, but if your strength is video or live video then go with that. It might just take you a little longer to put together.

5. Map out what it looks like. For example, a title page, intro page, body content, offer page and “about you” page, what is it going to look like?

6. Give it an unforgettable name – this is your time to be creative. If you just can’t think of a great name try one of these three hacks:

  • Ask your audience to vote or give you their best name idea
  • Do some research and googling
  • Use a name or title generator

7. Write the content to a proven structure, based on your map and also to an easy-to-understand framework like my Hourglass Word Styling Figure.

Hourglass Word Styling Figure
  • Headline or hook – make it unforgettable
  • Lead sentence – something catchy
  • Body – include tips, stats and steps
  • Conclusion – wrap up the main points
  • Call to action – remember your next logical steps

8. Remember your next logical steps and call to action. Don’t be shy, make it big and bold.

Need more evidence that content and lead generation go hand in hand? Read this article over at Hubspot and check out the latest statistics

What else you need that is often forgotten (until the last minute)

  • A landing page for your lead magnet
  • A thank you page for when people have given their details 
  • A thank you email with the content inside
  • An email series to follow up with the people who have left their details with questions and an offer for them
  • Make sure it looks amazing and is in line with your branding and colours
  • It has your face on it or at the very least your logo
  • Remember to add your contact details to each page

Whatever you do – make sure your lead magnet is of the highest quality info and it doesn’t become “just another lead magnet”.

So how did we generate 100+ targeted leads in a week?

I followed the steps I have just outlined for you. The biggest key factor is the research and planning at the start. Get that right and you will be on to a winner when you are writing your lead magnet!

The lead magnets that I use that work well for us are PDF downloads, 5-day social media content writing challenge and webinars. This is where we get our highest number of leads.

Our Content Ideas Swipe File free download generated 100 leads in the first week of launch and 400 in the first month. That was only using organic promotion tactics. But then we turned that into an ad because it was so successful. It’s also been one of our best-performing ads.

This swipe file came from a conversation with one of my clients who was struggling with content ideas and inspiration for her product-based business. So during a planning session, I asked her the three questions above and gave her some personalised content ideas and ways to get better results from her content.

Her social media content, in particular, was lacking so that is where we focused in on. Getting specific with the topic and audience for that topic was the driving factor, and its the same hen you are writing your lead magnet too.


I hope you have found joy and value from this article and take one, some or all of the suggestions and put them into practice – especially about writing your lead magnet!

A consistent flow of leads into your business is one of the best ways to keep your sales flowing and your cash flow healthy.

It also helps create raving fans, grows your email list, gets people talking about you on social media and beyond, and can open up many other opportunities for you.

Next logical steps

Copywriting Secrets

Ready to learn how to write better content more confidently?

Would you like to get into better writing habits and write online content that actually works? Like, it really gets you the results you desire? Of course you do!

If your content is mediocre, boring, pushy, too salesy, or non-existent (I think I’ve covered everything there!) due to:

– No time to write.

– Lack of experience or no writing skills.

– Scared to put yourself out there.

– You’re just starting or getting back into it.

– Past strategies aren’t working any more. 


– Doing your washing… or any other procrastination tactic you have up your sleeve? You can rest easier now … and learn to fuel your business with amazing copy and I’m covering how to write confidently in my latest training here.

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