What’s a lead magnet and how do I write one?

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Welcome to the fourth Monday in May. Have you noticed that everything is covered in a fine layer of yellow dust? I believe it’s pollen. It’s horrible and makes it looks like everything is dirty. I am actually hoping for a bit of rain.

Random quote: Don’t try to be better than someone else. Never stop trying to be the best you can be. You control your effort.

I hope you enjoy this week’s edition of The Editor’s Desk.

What’s a lead magnet and how do I write one?

I recently had the opportunity to write a few lead magnets for a new client. It was an interesting assignment as they had a structure they wanted followed, which I didn’t really learn until after I had done the first draft. Fortunately, it was close enough to what they wanted that they gave me a few more lead magnets to write.

So, what is a lead magnet? Basically, it’s something you give to a prospect that has value in exchange for their email address or contact information. It’s typically a free ebook, whitepaper, webinar, report or something similar. In my case, the lead magnets were reports related to innovation and the future post-COVID-19 in different parts of the real estate industry.

A lead magnet should have value to the person reading it. They should want the report (or whatever it is) because it contains useful information.

There are many ways to write a lead magnet, and many different types of content. However, you can break a lead magnet into different parts.


The introduction should consist of the following:

  • An engaging statement or question (e.g., Have you ever wondered…?)
  • What the lead magnet does or is intended for (e.g., I was tired of this…)
  • Why they should trust you – provide a personal story (e.g., I’ve been where you are…)
  • AHA moment – state a big reveal that shifted you to where you are

Key content

Here’s a few strategies on what to put in the body of your lead magnet.

  • Include a step-by-step process or list something consumable.
  • State what it is, why it matters, and how you do it (e.g., Five ways to defeat writer’s block)
  • Give examples and lead the reader through what they should do
  • Include a link to something else, like a program or book, where you explain the topic further


Repeat or emphasize what you hope they learned. Restate the value of the content and the desired outcome.

The point of the lead magnet is to get the reader to do something. That is why it requires a call to action. Tell the reader what you want them to do next. Provide a link to your website, landing page, etc., or tell them how to contact you (email address, phone number).

For more information on lead magnets, check out 11 tried-and-true lead magnet ideas and examples from Hubspot.

Thanks for reading. If you liked what I wrote or think someone else would enjoy it, then please share it. And if you want to reach out, my email is contact@davidgargaro.com. 


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