Category: Internet Marketing

A Comprehensive List of Lead Magnets (part 1)

Comprehensive List of Great Lead Magnets

Opt-in forms or lead magnets are one of the best ways to grow your email list.  And before you say, ‘but I’m a speaker – I don’t need a list”, let me tell you that you do. Among the multitude of things that a post COVID world has taught us, it is that marketing (and delivering) your products and services online is an essential part of any business.

If you want to generate leads online, then your business needs a strong opt-in. Period. 

If you are wondering what makes a strong opt-in, visit our post here.

Your client won’t give you permission to email them without receiving something they want in return. Chances are, neither would you.

List of Great Lead Magnets

Irresistible Lead Magnet Ideas

I’ve put together over 50 lead magnet ideas in this series of posts, broken down into 5 major types.

  • Useful Lead Magnets
  • Educational Lead Magnets
  • Entertaining Lead Magnets
  • Community-Building Lead Magnets
  • Bottom of Funnel Lead Magnets

Ready to create your lead magnet? I’m confident that you’ll find some ideas here that will work for your target market. Let’s review these highly effective lead magnet ideas to increase your subscribers.

Useful Lead Magnet Ideas

Useful opt-in bribes help to save your user time, energy, money, and more. This type of lead magnet is the most irresistible of all the types because it’s a “silver bullet”: one specific, actionable solution to a problem.

It’s human nature to want the greatest outcome for the least amount of work, so make sure your lead magnet gives your users easy answers to their problems AND that you prompt them on ‘what to do next’ so they continue down your sales funnel.

Here are some very useful lead magnet examples…


Checklists convert the best out of all the lead magnets, probably because they are so easily consumed. They take everything that the user needs to know and transform it into one, actionable list.

They’re also very quick to create. For example, you can summarize your popular blog posts as a checklist, and turn it into a content upgrade. Then combine that content upgrade with a 2-step opt-in form. This will give you big boost in your conversions.


Cheatsheets are essentially the same thing as checklists, but they provide a list of guidelines or a process that the user can follow again and again to achieve a specific benefit.

They’re very valuable to people because they take away the need for them to think.

Here’s an example of a cheat sheet created for bloggers: 52 Headline Hacks: A Cheat Sheet for Writing Blog Posts That Go Viral.

Bloggers want their blog posts to go viral, so this is a very goal-driven lead magnet for them. It also removes the need to think: no more racking your brain about how to get your blog posts to go viral when you have this cheat sheet!


A template can be anything that provides an outline, or some sort of starting point, so all the user has to do is fill in the blanks.

The Magic Email Template is a great example– it’s something that small business owners can simply copy and paste, customize a few words, and then send off to instantly connect with influencers and VIPs in their industry.

To go one step further, you can create an entire collection of templates, like Digital Marketer’s Ultimate Facebook Ad Template Library.


Examples work really well as lead magnets because they are in high demand. People are often searching for examples.

In fact, you could turn one of your popular posts into a lead generating machine by optimizing it for “[your keyword] + examples”, and then adding an example lead magnet as a content upgrade.


A really popular type of lead magnet is the toolkit because everyone wants to know what tools the pros use! Toolkits make life easier for the user.

Syed’s Toolkit for Growing Your Online Business is a great example!

The best part about toolkits is that you can often become an affiliate for those products. So not only does the toolkit provide a really useful resource to your visitors, but it can also generate additional revenue for your business.

Web App

A web app is a free tool that lives on your site, and which requires a login to use. Of course, users have to sign up by email to get the login.

For example, Bryan Harris created this web app called ListGoal, which is completely free to use. However, you trade your contact information for it and he gets your permission to email you.

Resource List

Lists of resources are really valuable because they are huge time savers. Whenever you pull all of the best stuff together, you’re saving your users a ton of research time.


Calendars can also be extremely useful in a variety of industries.

For example, if you’re in the fitness industry like Blogilates, you could offer a workout calendar. That way, your users have a schedule of exercises to do every day; they don’t even need to think about it.


Similar to a calendar is a plan that you’ve mapped out for someone on a daily, weekly, or monthly basis.

Your lead magnet could even be a blank planner that the user fills in with their own plan. People love planners because it helps to keep them organized.


A worksheet (or workbook) is similar to a planner, except that it usually helps people to complete a specific exercise or figure something out.

A perfect medium for this is an editable workbook that someone can simply download and fill out right on their computer. Teachable has a really great, in-depth tutorial on using Adobe InDesign to create a workbook lead magnet.


A printable is especially great if you are in a creative field and your users want something attractive that they can print out.

Or, perhaps your user needs to print something out so that it is handy when they need it, such as a shopping list or a grocery list, like this one from Rustic Redhead.

A printable is also great for people with children. Colouring pages and diagrams are big hits.

Inspiration File

Does your user need inspiration? People search the internet for inspiration all the time, so why not give it to them as a neatly packaged lead magnet!

An ebook full of customizable memes is great idea for people needed social media content or this Logo Design Inspiration eBook, for example, is perfect for a designer seeking inspiration for their next logo.


Spreadsheets can be used to create all kinds of useful resources. They’re basically a programming tool, right at your fingertips!

DebtHelper uses a free budget spreadsheet to collect email subscribers. They even include a bonus video guide on how to use the spreadsheet.

Educational Lead Magnet Ideas

Did you enjoy this article? Check out our posts on Educational, Entertaining, Community Building and Funnel lead magnets.


What Makes a Great Lead Magnet?

What Makes a Great Lead Magnet

A lead magnet or Irresistible Free Offer (IFO) or “opt-in” is something that you give to your ideal customers/clients in exchange for their contact information.  Typically, people are very protective of their contact information so your lead magnet must be strong enough to entice them to hand over that information.

What makes a gread lead magnet

There are several things that your opt-in should do if you want it to be irresistible:

  1. Solves a Problem.  Your ideal clients have problems.  That’s why they are likely on your website or reading your article.  Ideally, you don’t want to solve their biggest problems with a lead magnet, or they won’t need to hire you, however, your magnet must solve one of their problems or it won’t work. 
  2. Lead Magnet for the Win! People equate wins with successes, and you want to help your ideal customers find success.  Your lead magnet should provide them with a quick win so that they can easily achieve something.
  3. Be Specific. Your opt-in should not address something general but rather focus on something specific; the more specific your lead magnet, the better it will convert leads.
  4. Quick Fix.  Your IFO must offer a quick and painless solution.  PDF checklists are great because they are quick and easy while e-books or lengthy reports could leave your ideal customer completely overwhelmed.
  5. High Value.  Your lead magnet needs to have a high value that the potential customer recognizes as high value.  Remember they are trading their valuable contact information for it.
  6. Instant Gratification. Your lead magnet must be something that can be delivered to your lead immediately.  When someone receives their ‘prize’ right away, they can feel good about giving away their contact information.
  7. Positions You as an Expert. When someone runs through your lead magnet, they should immediately recognize you as an expert in that field.  If your offering demonstrates your unique value proposition (UVP) it will likely convert your visitor into a customer/client later.

Here at Pibworth Professional Solutions, one of our most successful lead magnets is “Top Tips for Creating a Speaker Website that CONVERTS”

This lead magnet does well converting visitors to clients for a variety of reasons:

  1. Solves a Problem:  Visitors abandoning the site without taking action
  2. Lead Magnet for the win:  Promises to convert visitors into leads – that’s always a WIN!
  3. Specific: Specifically Getting website visitors to take action
  4. Quick and Easy: It’s a single page PDF list. Easy Peasy
  5. High Value: Following these 8 tips can increase the productivity of the website
  6. Instantly Available: Signup, download.
  7. Positions us as Experts in our Field: We really know how to convert visitors and this lead magnet proves that!

And THAT is how to create a great lead magnet!


When your Idol is in the Audience

When your Idol is in your Audience(1)

I think we all have them. The business crushes. Those individuals whose work we respect as much as we appreciate the ‘who they are’ aspect as well. Two of my big crushes are Speaker Launcher, Jane Atkinson and Customer Experience Expert, David Avrin. I tend to admire them from afar because I don’t want the be ‘that girl’ who runs up and asks for their autograph. Yeah, they are kind of a big deal to me.

I have several business crushes and many of them attended the Canadian Association of Professional Speaker’s (CAPS) annual conference this past December. I was in heaven, getting to speak to them in person, learn from them, enjoy their company – but it was a whole different ballgame when a few of them showed up to hear me present. I was just fine learning from them, but the idea of teaching them totally freaked me out.

So, what DO you do when your business idols are in the audience?

No alt text provided for this image

You smile. You take a deep breath and banish the demons that whisper in your ear. And you deliver.

I was leading a “Meet the Experts” session on using quizzes as your email list and website opt-in, and how to make it more likely to go viral. You have all seen those personality type quizzes on Facebook. People LOVE to take them and to share their results. My talk was on how to take those principles and apply them to your speaking business to create a larger, more engaged list, AND how to make them eminently more sharable in the hopes that they go viral.

My 3 sessions were sold out, meaning there was limited seating, and people still dragged their chairs over to hear me. It didn’t quell the nervousness though when David Avrin (visibilityinternational.com) sat down and looked at me expectantly. My idol was in my audience!

I smiled. I took a deep breath, and I delivered. Apparently. I have almost no memory of what I said. Thank goodness I know my subject matter like the back of my hand. 

Helpful Tip – in order to look like an expert when you present – BE an expert. 😉 Click To Tweet

When the sessions were over, the moderator asked a few people to share their top takeaways, and I was completely flabbergasted when David stood up and told the entire room that of all the learning so far at the convention, MY session had provided the most valuable content for his business. I was even more tickled when he came to my booth to provide a video testimonial.

This post is number one in a series on the actual subject matter of using quizzes as your opt-in but thought I’d share with you what David Avrin said, just to whet your appetite.


The Dreaded httpS is here

https - website security

Well, it has finally happened.  Google has started to penalize sites without a security certificate installed.  In the old days, you were rewarded with SEO points if you did have a security certificate, but now they are getting serious.

Here is how it works.

When you search for a site using Google search – Google will automatically show that url with the prefix https. in the results, meaning that when your customers click on the first result – https://YourDomain they are going to get a “site unsecure” warning. That is NOT the first impression you want your customers to have. Now, currently this seems to be rolling out only in brand new sites, but you can bet that it is coming for all of us.

How do you fix it?

It is a pretty easy fix – have https security installed on your website.  Most hosting companies include it for free, but some are charging a nominal fee for the service.

Bottom line – additional website security is a good thing, and if you want to play in the online world – get secure.

I recommend hosting with SiteGround.  Not only do they have a superior service and uptime record, but they offer a free security certificate with every site.



Note – SiteGround is an affiliate link.  That said, I’d never recommend something unless I believe in it 100%.



Canadian Anti-Spam Legislation – CALM DOWN


Yes it is true, the Canadian anti-spam legislation comes into effect July 1, and as Canadian businesspeople we must comply, but, have you actually read the documents?

They state very clearly that starting July 1 we must have our confirmed (or double) opt ins in place,yes, but the legislation gives us 3 years to confirm our existing list.   These people already on your list.   Your followers who open your emails regularly, who care about what you have to say – you will drive them away in droves if you start on a massive re-confirmation campaign now.

Look at your own inbox.  Chances are it is full of “opt in emails”.  Irritating isn’t it?  I know I think it is.  Do you really want to be bunched in with them?  How many lists are you choosing to stay on when you are being bombarded with requests?


If you start reconfirming right now you will decimate your list.


So right now, implement a confirmed opt in strategy for your email marketing campaigns and your newsletters.  Chances are, you already had one.  Infusionsoft, AWeber, Vertical Response and Mail Chimp integrated that functionality a long time ago.   While programs like Constant Contact had the functionality, but never pushed it.  It was one of the things that made it so attractive, you could import a large list without the ‘hassles’ of a double opt in.  Well, the easy days are over and we all soon have to say “are ya sure you wanna hear from me” to every new subscriber we email.

Canada Anti-Spam Law Bill C-28But wait and be gentle with those who already love you and follow you.  The name of my newsletter is “Outstanding in a Crowd” and I say to you – be outstanding yourself and do not fall for the opt in frenzy.  Simply ride above the tidal wave an continue to provide great content.   Your time to reconfirm will come.  Continue to say “no” to spam, but don’t shoot yourself in the foot in the process!!

PS, if you’d like to subscribe to my monthly (yes monthly – I hate ‘too much stuff’ too)  you can do so here

PPS – after the HUGE response to this blog in social media etc, I recorded a webinar outlining the law, and made some suggestions regarding how you could stay in compliance without destroying your list.
You can purchase the recorded call for 9.99 here



‘Do it Themselves’ Advertising – Using testimonials in marketing

testimonial marketing

In a previous post entitled “ESP – What do your clients really want to know? I talked about finding out what your customers what to know, and in my research, I made a not so startling discovery.  They want to know that others liked your work too.  I remember “back in the day” of working for Andres Wines, we followed a sales program put together by Harry J Freidman, called Suggestive Retail Selling.  One of the things that we were taught (remember – this was back in the early ’80s) was to compliment the customer on their tie, their hair, anything.  This tactic was used to open the sale and get them in a good mood because someone liked what they had.  Now these days, false compliments and in-authentic selling will get a door slammed in your face, and for good reason.  Remember – in this series we are exploring how to eliminate the “old ways” of interruptive and used car salesperson marketing, and learning to market with meaning.  But that does not mean that some of the principles behind old Harry’s ideas were not sound.   People DO like to know you have approved of their choices.  They want to know what others who have made the same choice they are considering think as well;  hence the need for testimonials in marketing.


When you are selling a service, whether speaking, coaching or even marketing – the customer is buying based on the perception you present.  Or in other words, the picture you have painted of yourself and your results.  That is why video testimonials are so powerful.  An unscrupulous person can write their own testimonials – but it is harder to get those on video. Video testimonials are the most believable, and the most impactful. There are a few ‘rules’ that make sense to follow when collecting video testimonials:

When you have the opportunity to set up a video camera at an event, create your video testimonials in marketing as case studies.

Potential customers want to know you have the solutions to their problems.   It can be tempting to make the testimonial all about you – but that defeats the purpose.  Think of these testimonials as documented video evidence that you delivered what you said you would deliver.  Ask specific questions that help your audience members talk about the outcome of your talk, their desire to implement the steps you outlined, or whatever you want the audience to DO after your talk.  Remember, good speakers don’t just leave the audience with a good feeling – they leave them with a purpose and a desire to grow.

Now never let it be said I always follow “the rules”.  I strongly believe the occasionally gushy audience member testimonial about “how your message changed their lives” speaks volumes on your ability to impact a room, and can be a deciding factor for a meeting planner.

A sample of a good case study testimonial would flow like this:

  • This was my issue/ problem
  • This how you solved it
  • Now I feel …
  • I learned …
  • And because of this, I saw X result  (this one you may not be able to gather on the spot because it will take time for implementation, but it REALLY  adds impact)
  • Name of person giving testimonial – and location

Of course, your business and your topics are unique and you may have some other ideas – but this is a good place to start.

I just uploaded a couple of video testimonials to my website – check out how I structured them here

Don’t make them too short or too long.

If your testimonials in marketing are too short, they won’t include enough information. If they’re over four or five minutes, people will lost interest. So keep them two to four minutes long.

Summarize the case study and other main points in the text.

There are a few reasons for this rule.  Search engines don’t yet search through video to discover what it’s about.   You are losing valuable SEO goodness if you are not spelling it out for them.  And occasionally your site will be viewed on a device unable to support video, or by someone with (heaven forbid) a dial up connection – or by a meeting planner with only 10 minutes to spend short listing candidates.  By offering the best of both worlds you double your chances of the testimonials having their desired effect.

And remember – testimonials don’t just belong on a single page on your website.  They should be on every page if possible, on your newsletter, on your LinkedIn profile, your blog, and anywhere else you can think of.  Don’t forget to put the video on YouTube – but we do not recommend YouTube links on a website.  A better platform for showing your videos is through a service like Vimeo where you do not have to worry about what YouTube decides to play after your video…    😉

Bottom line for testimonials – don’t forget to include the product information on the video and in the text.  You never know where these things will show up (shared on a fan’s Facebook page for instance) and if the person sharing does not provide a link to your site – you should!


Top Tips for creating a speaker website that converts

Is YOUR website doing all it can to grow your speaking business? Are you sure??

Which Are You?

Take the next steps to building your speaking business by choosing which of the speaker types below fits you!


Top Tips for creating a speaker website that converts

Is YOUR website doing all it can to grow your speaking business? Are you sure??