Chapter 2:
Lead Magnets That Actually Work
Authors can build an email list with a simple call to action in their book, on their site, on social media, and anywhere else. Well-written books can attract readers to your email newsletter, but the pace will likely be slow. To expand your subscriber list, give your readers an offer they can't refuse.
Enter the lead magnet.
Also known as a reader magnet or bribe, the lead magnet is an enticing offer designed to attract subscribers, such as a free ebook, short story, or exclusive content. You provide that valuable content in exchange for receiving your reader's contact info. Lead magnets are great for nurturing relationships and converting subscribers into loyal fans and long-term customers.
What Makes a Lead Magnet Worth Subscribing For?
It's not enough for you to simply offer any old lead magnet. What you choose should be deliberate and reader-focused. Start with your ideal reader in mind and ask yourself these questions:
- Does it help the reader? A strong reader magnet solves a real problem, satisfies curiosity, or gives your audience something they already want. If it's not useful or interesting to your ideal reader, it's simply filler and fluff.
- Is it on-brand? The tone, design, and content should feel like an extension of your books and author voice. A mismatched freebie might bring in the wrong crowd and confuse the readers you want.
- Will it grow your list? Readers will provide their email addresses only if your offer is compelling enough. If it doesn't spark instant interest, it won't get traction.
- Is it different from what's already out there? If your magnet looks and sounds like every other freebie in your genre, it'll get lost in the noise. Make it stand out with a fresh angle, format, or promise.
- Can you get it in front of people? Even the best reader magnet won't work if no one sees it. You'll need a simple promotion plan, whether that's using links in your books, banners on your site, or regular mentions on social.
- What happens after they opt in? A magnet is a handshake. What matters is how you follow up, deliver value, build trust, and set the tone for the rest of your email relationship.
If your reader magnet has these qualities, it's more than a list-building tool. It's the start of a meaningful relationship. The tricky part is identifying the right content that'll coax your ideal audience to join your email newsletter.
Start with source content. For instance, I pulled in thousands of emails for my fitness brand newsletter with the lead magnet Top 10 Fitness Tools to Lose Weight. I created a three-page report in less than a half hour with Microsoft Word. Later, I created a one-page PDF through Canva for a subsequent lead magnet that drew in even more subscribers: The 4-Minute Fat-Burning Home Workout Plan. These two lead magnets alone drew in tens of thousands of engaged subscribers from my various books like The 90-Day Home Workout Plan or An Ultimate Home Workout Plan Bundle.
For nonfiction authors, think about your reader's biggest problems and how you can provide a solution.
Before you hand out your reader magnet, make sure you have a smooth delivery system in place. Most email platforms don't host your lead magnet, so you'll need to upload the file to cloud storage, like Google Drive or Dropbox, and link to it in your welcome email. If you go this route, double-check your share settings. Give view-only access to a PDF version of the file and make sure no one can edit or access anything else in the folder. You don't want someone tampering with your content or stumbling onto unrelated files. Some platforms, like Kit, will host your lead magnet for you, so you can upload it directly and skip the extra steps. Either way, keep the download process quick, simple, and secure for your reader.
Don't overcomplicate the offer with too many moving parts. The content I published showed that my target audience craved specifics on effective weight loss equipment and quick workouts. Both reader magnets delivered on all six of the questions I asked myself about my audience's needs.
I've found that less is more with nonfiction lead magnets. You'll want something that's easy to produce but invaluable for your reader. Here are a few suggestions worth considering:
- Checklists and Cheat Sheets: Pull the most actionable steps from your book and put them into a clean, easy-to-use format they can keep handy.
- Printable Worksheets: Help readers apply what you teach. Worksheets turn your ideas into action and make the content feel even more valuable.
- Resource Lists: Save them time. Offer curated lists of tools, books, or websites that support the content of your book or area of expertise.
- Quizzes or Assessments: Engage readers by helping them learn something about themselves. These work great for getting clicks and starting conversations.
- Email Course: Deliver a multi-day email course that teaches one concept in small, digestible parts. Content delivery builds trust over time and keeps you top of mind.
These options are a sample of what you can do because you can also offer webinars or video tutorials, sample chapters or excerpts, infographics, exclusive interviews or case studies, and more. Test a couple of different lead magnet types to see what resonates most with your readers and drives more subscribers to your email list.
For fiction authors, choosing a lead magnet can seem tricky if you let yourself get overwhelmed with the possibilities. Much like nonfiction authors, what you offer needs to be dead simple to share and to create. A few examples of what you could offer your readers might include:
- Free Short Story or Novella: If readers enjoy your writing, they'll want more. A short story or novella, especially one tied to a series or a beloved character, is one of the easiest and most effective ways to win your audience over and pull them deeper into your world.
- Exclusive Previews: Give your readers a sneak peek into an upcoming book by providing a taste of what's to come. This offer works great if you place it at the end of a published book.
- Bonus Content: Think alternate endings, deleted scenes, or extra chapters that add depth to the story they already love. This kind of content feels exclusive and makes readers feel like insiders.
- Character Backstories or Profiles: Give readers a reason to care even more about your characters. A detailed backstory, journal entry, or mock interview can strengthen that emotional connection and keep them coming back for more.
- Behind-the-Scenes Extras: Share your inspiration, your outlining method, or a fun anecdote from the writing process. This content makes you more relatable and your stories even more immersive.
Much like nonfiction, you're not limited to these few options. Consider other ideas like character profiles or backstories, themed activity or coloring books, a reader's guide or discussion questions for book clubs, thematic recipes or craft ideas, printable bookmarks and art, and so much more. Again, test out a few lead magnets to see what works best for you.
Value Propositions That Convert
Having a great lead magnet is only part of the equation since now you have to frame your offer in a way that coaxes readers to part ways with their email addresses. Yes, you can get decent results from simple copy like:
Get the Bestseller Book Launch Checklist when you subscribe
to my email newsletter at DaleLinks.com/Checklist.
To increase the likelihood of readers subscribing to your email newsletter, refine what you say and how you say it. Marketing copy is your solution since it's meant for promoting your brand, or, in this case, encouraging readers to subscribe to your newsletter.
Crafting effective marketing copy can feel overwhelming at first, but with practice and testing, you'll start to see what resonates. The key is knowing your audience-what they need, what they struggle with, and what they want. Communicate with those factors in mind, and your message will land.
Here's how you'll want to create marketing copy that converts:
- Compelling Headline: Create a catchy and relevant headline that grabs attention and is easy to read at a quick glance.
- Clear Value Proposition: You must clearly state what benefits the reader gets from subscribing and/or engaging with your offer.
- Strong Call to Action (CTA): Include a clear and persuasive CTA that tells readers exactly what to do next.
- Conciseness and Clarity: Keep the marketing copy clear and to the point, avoiding jargon or unnecessary details while maintaining a friendly tone.
- A/B Testing: Experiment with different...
