Today I’m featuring a guest post by the wonderful Krista Goncalves, Registered Nutritionist at Making Lemonade

I'm sure you've heard all the rumblings around the internet about lead magnets, and why they're such a necessary part of any online business - even for bloggers, regardless of your niche.

But first, are you wondering what the heck a lead magnet actually IS, and then where does it fit into the so-called marketing sales funnel all the biz experts have been telling you that you just have to have?

Yes, what on earth is a lead magnet?!

Let's think of it like you're going fishing.

A lead magnet, sometimes referred to as an opt-in or incentive, is the "lure" you're offering to your would-be subscribers, aka - your "fish".

Your website is the dock - a lovely, scenic place for people to land on, and hopefully hang out for a while to enjoy the view.

So, there you are on your "dock" with your fishing pole, casting out the line with your sparkly "lure" dangling at the end, just shimmering away in the sunlight.

Ok, but how do you actually catch your "fish"?

By having an absolutely mouth-watering, irresistible "lure" on the end of the line!

It's that gotta-have piece that your subscriber-in-the-making smacks their lips, and says "gimme, gimme, gimme", and immediately hands over their email address to you hungrily awaiting their goodies.

Then, they're so gratified when they can instantly download their free morsel from you, that they devour it with ravenous delight and are now jonesing for more.

Are you picking up what I'm putting down here?!

The main function of a lead magnet is to move people from consuming your content into your sales funnel - sort of like taking the fish off the line and gently placing them into the 'caught' bucket.

This is so you can first establish yourself as a trusted fisherman - I mean expert - and second, so you can convert them into paying clients (or customers) with your sweet automated emails.

However, a lead magnet is a rather vital part of the sales funnel process, so it’s something you want to do correctly, right from the start.

How does a lead magnet fit into a sales funnel (and what the heck is a sales funnel)?

Here's a visual example of a typical sales funnel or I prefer to think of it as a "content marketing formula".

The experts at InfusionSoft explain that "a sales funnel is the upside-down pyramid that represents the journey potential customers go through to become customers. Funnels are widest at the top and narrow down as a potential customer gets closer to the sale."

image credit https://wpcurve.com/high-converting-lead-magnet/ — image credit **https://wpcurve.com/high-converting-lead-magnet/**

From this image, let's sum up the basic sequence:

ATTRACT prospective clients/customers with the "lure" - your lead magnet
Follow-up by NURTURING new relationships with prospective clients/customers (through an email sequence)
Then CONVERT those "fish" into paying clients/customers, often by using email marketing. Be aware that lack of consistent follow-up with prospects is one of the biggest sources of "leaks" in a funnel!
Continue to ENGAGE new clients/customers and woo them into sticking around with you and buying even more of your products and/or services!

By the way, there are so many different explanations other than this one, but I've chosen one that's very basic!

Ok, got the basics? Now let's go through the "anatomy" of this fish, I mean subscriber-luring piece of deliciousness.

What makes an opt-in lead magnet so irresistible?

Here are the 4 key elements that I feel makes any lead magnet a winner with your audience, no matter what niche you're in.

1. RELEVANCE & RESULTS

Lead magnets should solve one of your target audience's core problems, speak to one of their "pain points" or directly answer a question you know your readers struggle with.

Also, if the content is too generic or broad, your audience won’t see the value in it - read more about lead magnet value next!

Have you surveyed your audience before? Do you know what they want, what they really, really want?

Just a simple, direct question in a Facebook group where your "ideal client" hangs out can give a number of possible topics to create content aimed directly at helping your tribe.

It's also good to highlight that your resource will move your reader toward the results they desire, e.g. "Sick of struggling with resistant hormonal weight? Grab these 3 no-diet weight loss tips that will rev up your metabolism for good!"

Conversion Principle: it provides a solution to your target audience's problem and has a defined & realistic result

2. SHINY & VALUABLE

Again, you want to provide something specific that solves a problem, but you always want it to be really juicy! Something so good that your subscriber says, "woah, if they're giving THIS out for free, I can't imagine what their paid stuff is like!!"

However, just because it’s free, doesn’t mean it should LOOK free. Be sure to use professional graphics and images to create the perception of actual monetary value in the mind of your potential client - see my point below about design work.

If your opt-in resource is "all sizzle and no tofu steak" as they say (don't they say that?), then you may get your prospects’ contact deets, but you’ll lose their attention pretty quick to the next shiny object on the web.

To win the fishing derby trophy, you've got to promise AND deliver the goods!

Conversion Principle: you should always under-promise but over-deliver = a ton of value

3. SIMPLE & CONSUMABLE

A lead magnet should be simple, to-the-point and easily consumed.

For example, a beefy webinar series dripped out over 14 days isn't going to convert as well as an easy-sippin' 7-day Green Smoothie Challenge would!

Conversion Principle: it is bite-sized and easily consumed

4. ACTION-TAKING

Your subscribers need to feel like they get everything they need from your resource to take action right away. You never want to leave someone thinking, "ok, that's great info, but now what!?"

Conversion Principle: it invokes the reader to take action, quickly!

So what type of lead magnet should YOU offer?

An opt-in resource doesn't have to be lengthy, complex or time-consuming to create, but I do encourage you to do your research!

When choosing what to create, be sure to carefully consider your target audience (what does your ideal client really want?), the product or service that you're trying to promote, and your business goals.

Here are some examples of lead magnets that are used in wellness niches:

E-book/mini-guide - these work well when they educate your prospects while solving a problem and providing clear actionable steps.
Cheat sheet - people love these because they are generally very short - one page or so, and cut to the chase using one super-specific point. You can deliver these as checklists, "swipe files" or “blueprints." (The Landing Page Cheatsheet Margo offers is an example of this)
Recipe book - everyone loves a good compilation of healthy recipes (and anyone can google recipes), but things get sticky when you start using and sharing other people's stuff off the internet! It's best to have something you've created yourself or you at least use something that's "done-for-you" and copyright-free.
Checklist or workbook - ideally used to simplify a blog post into more manageable and actionable steps; create a checklist that naturally ties into one of your products or services.
Quiz - hormone health assessment quizzes are very popular right now! The results are usually delivered via email once the subscriber has completed the questions and entered their email. Consider using a quiz builder program like TryInteract.com
Webinar or video training series - video is where it's at folks! For example, health seekers LOVE watching informative little video clips that offer valuable tips (delivered in an entertaining format) to add into their own health routines.
Toolkit or resource list - a compilation of key resources on a specific topic
How-to email course or a short multi-day challenge, like the 5-day Wellness Websites 101 email course that Margo offers to help you whip your website into shape in a week.
Content upgrades - these are often blog post-specific lead magnets.

For example, this could be an easily consumed PDF resource that pertains to a blog post, and people would opt-in to receive additional or expanded content on the relevant topic; the link for the opt-in would be contained within, or at the bottom of the blog post itself.

Psssttt! This is EXACTLY what I've done at this end of THIS post - gotta walk the talk here!

Conversion Principles of Lead Magnets

To make a lead magnet really effective, you will need to ensure that you use the 4 key conversion principles I talked about to maximize the chances of a person immediately acting on your Call-to-Action (CTA).

You will also want to consider things like:

✔ Copy - choose your copy carefully to give a sense of urgency, time-sensitivity and relevance.

Some examples of power words and key phrases are things like: "grab this FREE [x]", "limited time offer!", "join now!", "instant download", "let's get started!" and use a specific time frame.

✔ Headline - use a compelling, attention-grabbing headline that taps into a person's pain points.

A good example that's likely to convert: "Do you struggle with writer's block? Swipe my exact 3-step system for coming up with endless blog post ideas!"

An example that's not likely to convert because it's too vague, and doesn't doesn't highlight any value: "Subscribe to our newsletter and receive regular updates!"

✔ Design - use your branded colors and contrast them to make your CTA's stand out against your other website copy.

If you aren't design savvy, or even a smidge design-acquainted (ever tried Canva?), you might want to consider hiring a designer to help with the graphics.

Final Thoughts

No matter how great your content may be, you will always need to do a bit extra to lure in your ideal client.

Lead magnets are the key to providing value to your tribe while at the same time establishing yourself as an authority in your niche and of course, growing your email list!

But first, are you wondering what the heck a lead magnet actually IS, and then where does it fit into the so-called marketing sales funnel all the biz experts have been telling you that you just have to have?

Yes, what on earth is a lead magnet?!

Ok, but how do you actually catch your "fish"?

Are you picking up what I'm putting down here?!

How does a lead magnet fit into a sales funnel (and what the heck is a sales funnel)?

The experts at InfusionSoft explain that "a sales funnel is the upside-down pyramid that represents the journey potential customers go through to become customers. Funnels are widest at the top and narrow down as a potential customer gets closer to the sale."

Then CONVERT those "fish" into paying clients/customers, often by using email marketing. Be aware that lack of consistent follow-up with prospects is one of the biggest sources of "leaks" in a funnel!

What makes an opt-in lead magnet so irresistible?

1. RELEVANCE & RESULTS

Also, if the content is too generic or broad, your audience won’t see the value in it - read more about lead magnet value next!

It's also good to highlight that your resource will move your reader toward the results they desire, e.g. "Sick of struggling with resistant hormonal weight? Grab these 3 no-diet weight loss tips that will rev up your metabolism for good!"

Conversion Principle: it provides a solution to your target audience's problem and has a defined & realistic result

2. SHINY & VALUABLE

Again, you want to provide something specific that solves a problem, but you always want it to be really juicy! Something so good that your subscriber says, "woah, if they're giving THIS out for free, I can't imagine what their paid stuff is like!!"

However, just because it’s free, doesn’t mean it should LOOK free. Be sure to use professional graphics and images to create the perception of actual monetary value in the mind of your potential client - see my point below about design work.

If your opt-in resource is "all sizzle and no tofu steak" as they say (don't they say that?), then you may get your prospects’ contact deets, but you’ll lose their attention pretty quick to the next shiny object on the web.

To win the fishing derby trophy, you've got to promise AND deliver the goods!

Conversion Principle: you should always under-promise but over-deliver = a ton of value

3. SIMPLE & CONSUMABLE

Conversion Principle: it is bite-sized and easily consumed

4. ACTION-TAKING

Conversion Principle: it invokes the reader to take action, quickly!

So what type of lead magnet should YOU offer?

Here are some examples of lead magnets that are used in wellness niches:

Psssttt! This is EXACTLY what I've done at this end of THIS post - gotta walk the talk here!

Conversion Principles of Lead Magnets

You will also want to consider things like:

A good example that's likely to convert: "Do you struggle with writer's block? Swipe my exact 3-step system for coming up with endless blog post ideas!"

An example that's not likely to convert because it's too vague, and doesn't doesn't highlight any value: "Subscribe to our newsletter and receive regular updates!"

Final Thoughts

So, there you go Rockstar - now you're an expert in lead magnets and one step closer to decoding the sales funnel riddle!

Simply don't have the time (or energy) to pull together a fabulous lead magnet for your wellness biz?

Here's a Done-for-you Lead Magnet for you to implement and offer your tribe RIGHT NOW!!

Got the blues? Fight them with nutrition! Top 10 Good Mood Foods + Blues Blaster Recipe

JUICE UP YOUR BIZ WITH THIS FREE DONE-FOR-YOU MINI GUIDE

But first, are you wondering what the heck a lead magnet actually IS, and then where does it fit into the so-called marketing sales funnel all the biz experts have been telling you that you just have to have?

Yes, what on earth is a lead magnet?!

Ok, but how do you actually catch your "fish"?

Are you picking up what I'm putting down here?!

How does a lead magnet fit into a sales funnel (and what the heck is a sales funnel)?

The experts at InfusionSoft explain that "a sales funnel is the upside-down pyramid that represents the journey potential customers go through to become customers. Funnels are widest at the top and narrow down as a potential customer gets closer to the sale."

Then CONVERT those "fish" into paying clients/customers, often by using email marketing. Be aware that lack of consistent follow-up with prospects is one of the biggest sources of "leaks" in a funnel!

What makes an opt-in lead magnet so irresistible?

1. RELEVANCE & RESULTS

Also, if the content is too generic or broad, your audience won’t see the value in it - read more about lead magnet value next!

It's also good to highlight that your resource will move your reader toward the results they desire, e.g. "Sick of struggling with resistant hormonal weight? Grab these 3 no-diet weight loss tips that will rev up your metabolism for good!"

Conversion Principle: it provides a solution to your target audience's problem and has a defined & realistic result

2. SHINY & VALUABLE

Again, you want to provide something specific that solves a problem, but you always want it to be really juicy! Something so good that your subscriber says, "woah, if they're giving THIS out for free, I can't imagine what their paid stuff is like!!"

However, just because it’s free, doesn’t mean it should LOOK free. Be sure to use professional graphics and images to create the perception of actual monetary value in the mind of your potential client - see my point below about design work.

If your opt-in resource is "all sizzle and no tofu steak" as they say (don't they say that?), then you may get your prospects’ contact deets, but you’ll lose their attention pretty quick to the next shiny object on the web.

To win the fishing derby trophy, you've got to promise AND deliver the goods!

Conversion Principle: you should always under-promise but over-deliver = a ton of value

3. SIMPLE & CONSUMABLE

Conversion Principle: it is bite-sized and easily consumed

4. ACTION-TAKING

Conversion Principle: it invokes the reader to take action, quickly!

So what type of lead magnet should YOU offer?

Here are some examples of lead magnets that are used in wellness niches:

Psssttt! This is EXACTLY what I've done at this end of THIS post - gotta walk the talk here!

Conversion Principles of Lead Magnets

You will also want to consider things like:

A good example that's likely to convert: "Do you struggle with writer's block? Swipe my exact 3-step system for coming up with endless blog post ideas!"

An example that's not likely to convert because it's too vague, and doesn't doesn't highlight any value: "Subscribe to our newsletter and receive regular updates!"

Final Thoughts

So, there you go Rockstar - now you're an expert in lead magnets and one step closer to decoding the sales funnel riddle!

Simply don't have the time (or energy) to pull together a fabulous lead magnet for your wellness biz?

Here's a Done-for-you Lead Magnet for you to implement and offer your tribe RIGHT NOW!!

Got the blues? Fight them with nutrition! Top 10 Good Mood Foods + Blues Blaster Recipe

JUICE UP YOUR BIZ WITH THIS FREE DONE-FOR-YOU MINI GUIDE

Margo Carroll