There are lots of different types of lead magnet and what works is changing all the time as online audiences become more sophisticated. You also have to work harder to get people to part with their e-mail addresses today than you did four or five years ago.
Different types of lead magnet will work better with some marketplaces, market sectors and age groups. Before deciding on your lead magnet, make sure you understand your audience.
The most important point to remember is that your lead magnet must address a specific problem faced by a defined segment of your market if it is to work for you.
An early lead magnet written by Margaret Adams, our managing director, was:
Twenty Things To Do Before You Send Your Book To An Agent Or Publisher.
This works because it is specific.
It is aimed at a recognisable group of people. (They will know who they are.)
It is written as a checklist. (People love this sort of guidance.)
Your lead magnet must add value, just as the example does. If your lead magnet will add value quickly and easily it will work.