“Marketing Tips for Health & Fitness Brands”
Estimated read time: 2 minute & 11 seconds.
Do lead magnets even work?
Unequivocally … yes.
But there is nuance.
Here’s how to create a lead magnet that works.
LFG
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1. Pain
If nobody is downloading your lead magnet.
It’s because you’re not addressing their pain.
I recently lost hearing in my left ear.
It took about 3 weeks before it finally went out.
But when it did… man, did that suck.
Every time my girlfriend asked me something, I’d respond, “Huh?!” like I was some 80-year-old man missing his hearing aids.
The only good thing that came out of it was that it was easier to sleep at night when the cats were meowing their little faces off.
I HATE going to the doctor.
But eventually, I broke and went into the clinic.
They aggressively blasted a liquid solution into my ear, clearing all the built-up wax so that I could hear again.
Instant relief.
What does this have to do with lead magnets?
When people are in pain (physical or emotional).
They will do just about anything to get out of it.
If your lead magnet can provide the solution to that pain.
They WILL indeed download it.
A marketing quote that has served me well.
“Don’t sell vitamins; sell painkillers.”
2. Value
If you want your customers to take you seriously.
Take your lead magnet seriously.
I’ve created over a dozen lead magnets.
Most of them have flopped.
The few lead magnets that have done far and beyond the best are the ones I ACTUALLY put time and energy into.
One of the best lead magnets I’ve ever created was a quiz.
Partly because I put a lot of energy into it.
But also because it helps people self discover.
Self-discovery is one of my favorite ways to create a lead magnet.
Why do people love sleep-type tests?
Why do people love personality tests?
Why do people love introvert/extrovert tests?
Because it provides them insights into themselves.
People LOVE to learn about themselves.
Here’s some advice for your next lead magnet.
Create a self-discovery quiz… and actually make it valuable.
3. Steps
Lead magnets work… I’ll die on that hill.
But only if you do this.
The first lead magnet I ever made was “5 Design Tips for Creating a Clean Minimalist Website.”
I still cringe at it.
Not because the material was bad.
But because it lacked intention.
The only people looking for design tips are other designers.
NOT my ideal client.
You see, every solution to a problem leads to more problems.
Once you design a website.
Now you have to develop a website.
Once you develop a website.
Now you need traffic to that website.
Once you have traffic to that website.
You need a way to convert the traffic.
Around and around we go.
My point?
Don’t create a diet guide if you don’t do nutritional coaching.
Your lead magnet should position your services as the very clear NEXT step.
Take home point…
- Be a painkiller.
- Help people self-discover.
- Make the next step clear and obvious.
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