If you’re a creator entrepreneur, you already know that over half of your job is getting people to engage with your content. It can be challenging wearing both the creator and marketer hats! That’s where the lead magnet comes into play.
In short, a lead magnet is a free resource that you give away in exchange for a lead’s contact information. Lead magnets are an essential tool in any creator entrepreneur’s toolkit. Why? Because creating lead magnets can help you generate dozens of leads, aka your potential customers, in no time at all.
So, what’s the secret to a great lead magnet? Read on to learn about 20 ideas for the best lead magnets, including how to create a lead magnet, and some lead magnet ideas for artists, fitness creators, wedding planners, and more.
Click here to create your lead magnets with The Leap. It’s free!What is a lead magnet?
In the world of marketing, a lead magnet is a technique for attracting more leads with the end goal of acquiring a prospect’s contact information.
As a creator entrepreneur, part of the success of your job is based on identifying your audience and acquiring a larger following. So, by amassing a robust list of contacts, the hope is that you’ll be able to convert more visitors into leads, aka loyal followers.
Another plus side of this strategy is that all of the contacts you acquire using a lead magnet represent your “owned” audience as opposed to a “rented” audience on social media platforms, where you may have 10,000 followers but no way of contacting them outside of the platform.
There are tons of platforms and products out there that can help you produce content as lead magnets. For example, The Leap is free and makes it super easy to create and offer digital products as lead magnets to attract more leads and grow your audience.
If you’re stumped on how to create a lead magnet, you’re in luck. To help you get your juices flowing, this article dives deep into some creative lead magnet ideas with real lead magnet examples.
Building a lead magnet conversion path
Before we get into those lead magnet examples though, you might want to understand the conversion path that turns visitors to your website or social media platforms into leads:
- Call-to-action (CTA): This is the button your audience will click on to access the lead magnet that you’re offering. You want this to be engaging enough to prompt action!
- Landing page: Once your visitor clicks on your CTA button, they should land on a landing page or link-in-bio storefront where they’ll be prompted to fill out a sign-up form, or lead capture form, with their name, email address, and any other relevant information.
- Thank you page: Your mom was right, you should always send a thank you! In the lead magnet realm, it looks like a thank you page where you thank your new lead and provide them with access or directions to their lead magnet.
- Follow-up message: This is the email you send to follow up with your lead at a short, yet appropriate time after they’ve signed up for your lead magnet. This is the beginning of a conversation that will keep your new lead engaged for more content opportunities.
Alright, now that you know the basics, let’s deep dive into lead magnets. Because at the end of the day, to see successful lead generation, you need to understand the heart of what makes a great lead magnet.
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What makes a good lead magnet?
One important component of a lead magnet is that it’s free, but that shouldn’t be its most valuable quality. So what is? Read on to learn the essentials of an effective lead magnet.
Add real value
This seems like a given, but you’d be surprised how often the value of content is overlooked in favor of quickly creating a lead magnet to build up an email list or gain more potential customers.
But just like any digital product you produce, you want your lead magnet idea to zero in on what value your content is offering.
Keep in mind that just because you’re offering free content in the form of a lead magnet, it doesn’t mean your lead magnet should have any less value than your priced content.
If anything, you should be even more concerned with what type of value your lead magnet brings to the table, since it’s a stepping stone into the type of solutions you can offer your audience if they continue to engage with your content.
Provide a solution to a problem
At the heart of valuable content is a solution to a problem. If you’re feeling stumped on how to locate and define the value of your lead magnet, you might want to consider these crucial questions:
- What problem does my content solve?
- What sets my content apart from others?
Here’s where research will come in handy. Investigate the market! See what other content creators are offering. Have you noticed any gaps in your content niche that need to be filled?
Once you locate the value proposition of your lead magnet content, the easier it should be to create it and the larger your email list will become.
Be relevant
Providing relevant content shouldn’t be hard to do if you’ve done the work in advance to define your target audience, aka your ideal audience. Trust us on this one, it’ll be a lot more difficult to create content if you don’t know who you’re talking to.
But how do you define your target audience?
First things first, to truly understand your target audience enough that you’re providing them with relevant content, you need to first define their demographics. This will single-handedly improve your lead generation.
If you’re not sure what your audience demographics are, it’s time to get granular and ask yourself questions like:
- What demographic characteristics define my target audience (i.e. age, gender, location)?
- What are my target audience’s goals and inspirations?
- What are their values, beliefs, and interests?
- What content format and social platforms do they prefer?
Beyond demographics, you should also be thinking about what your audience needs, what problem are you trying to solve for them, and what value can your lead magnet ideas bring to them.
Once you have a good handle on who your target audience is, it’ll be easier to produce effective lead magnets for them.
20 Lead magnet ideas and examples
Ready to unlock the gateway to lead generation and growth? Then you’re ready to create effective lead magnets!
Read on for our top 20 lead magnet ideas, with examples for each one.
- Ebooks
- Quizzes
- Challenges
- Guides
- Templates
- Mini-courses
- Case studies
- Spreadsheets
- Resource libraries
- Webinars
- Cheatsheets
- Gated content
- Whitepapers
- Checklists
- Private insights
- Waitlists
- Time-sensitive offers
- Planners
- Discounts
- Giveaways
1. Ebooks
The ebook is a tried-and-true lead magnet idea for every content niche. Why is it so popular? Well, for one, an ebook as a lead magnet shouldn’t take you long to create, yet it offers tons of potential value for your audience. That means higher engagement rates, which can eventually lead to some serious passive income when your leads purchase your paid products.
If the idea of writing an ebook is daunting to you, don’t stress! If you can think of a topic, you can write an ebook. It’s best to think of an ebook more as a blog post that’s packaged differently, with the added advantage of design elements like quotes, diagrams, images, checklists, and more.
Keep in mind that while ebooks should be easy to create, they are more information-heavy than, say, a guide or a template as a lead magnet. You’ll first want to conduct some research and make sure an ebook is something your audience would be interested in.
Example: For an example of an ebook used as a lead magnet, James Testani (aka the Good Guitarist) offers an ebook on strumming and rhythm guitar for beginners.
2. Quizzes
Quizzes are fun, interactive, and usually provide immediate gratification, which are a few reasons why they can be a refreshing lead magnet for both you and your audience.
That being said, like with all lead magnets, you want to carefully tailor the content of your quiz to your target audience. Make sure your content is relevant and leaves a trail of breadcrumbs to a valuable outcome.
Example: Let’s say your expertise is something hyper-specific, like nutrition for dogs. As a dog nutritionist, you might already have a digital product like an ebook that you’re promoting through your website or social media platforms. You can produce a quiz as a lead magnet with content from your ebook!
You may create a quiz asking your audience questions about their dog’s habits, allergies, and activity levels, which will ultimately lead to a nugget of information from your ebook directly to their inbox, for free.
By offering a quiz as a lead magnet, you’re not only directing people to your other digital product offerings, but you’re also giving newcomers a clue into how credible your brand is, all of this while acquiring new contact information.
3. Challenges
Offering challenges can be a powerful tool for creator entrepreneurs aiming to enhance their lead magnet strategy.
Picture this: instead of simply sharing information, you’re presenting your audience with an engaging adventure, if you will. By that, we mean you’re offering your audience an opportunity to learn something new, refine their habits, or achieve a noteworthy milestone.
What makes challenges so compelling as a lead magnet is their gamified nature. Not only do they get people excited about achieving a goal, but they also light that small competitive fire that lives within all of us. Whether it’s competing with yourself or with others, there’s nothing like a challenge to get the motivation juices flowing.
Challenges aren’t just about learning; they’re about bonding, personal growth, and communal experiences. That’s why a challenge can be a good lead magnet for creator entrepreneurs focused on fitness, wellness, or personal growth.
If done correctly, your lead magnet challenge isn’t just a downloadable item — it’s an immersive experience meant to be shared and enjoyed with a community.
Example: Personal finance creator Melanie Laurene offers a 14-Day Expense Tracking Challenge designed to help her audience feel more grounded financially. She created the challenge using The Leap!
4. Guides
The beauty of the guide as a lead magnet is that you can quickly, and intuitively, offer your audience a motivating gesture to take action. Plus, guides are a great lead magnet idea for showing off what you know, and there’s a lot of flexibility in doing so.
Guides work across multiple content niches and can be on any topic, from mindfulness techniques and stress-relief practices, to meal-prepping or fashion styling.
Whether you use text and images or videos to help illustrate your topic, guides enable you to package the most important information on whatever subject you’re zeroing in on and present it in an easily digestible format.
Example: Instagram Reels expert Laura Bitoiu (@bsquared.social) used The Leap to create her lead magnet, the B Roll Library Guide, where she offers tips on how to organize and optimize B roll clips, along with 30+ B roll ideas that can be recorded same-day.
Laura’s lead magnet is a perfect example of how the guide format serves as an invaluable lead magnet idea for creators looking to provide value to expand their audience.
5. Templates
A good old-fashioned template is often one of the most popular lead magnet ideas among creator entrepreneurs. Why? They’re straightforward, versatile, easy to make, and offer your audience an opportunity to put what they’ve learned into practice.
Free templates can be anything from grocery lists to personal budget sheets, workout plans, investment trackers, goal planning documents, or even New Year’s resolutions lists.
Whether you’re a personal finance coach, fitness instructor, or digital marketing consultant, templates are a powerful lead magnet for engaging your audience and helping them progress in their journeys.
Example: Notion has become one of the go-to workflow platforms for creating customizable templates that offer innumerable ways to organize life and work. For more ideas, get access to The Leap’s database of 120 Notion template ideas that you can create as lead magnets.
6. Mini-courses
We love a mini-course as a lead magnet idea because it doesn’t take as much effort or content to produce as a fully-fledged online course, yet it has the potential to deliver the same value to your audience.
Plus, starting with a mini-course helps you test the waters with your audience and better understand their needs before gradually moving towards more advanced, higher-priced online courses.
Mini-courses are versatile and can work across several content niches. So if you have a specific expertise, offering a free course can be a very effective lead magnet strategy.
The Leap’s AI-powered digital product builder helps creator entrepreneurs build mini-courses as lead magnets effortlessly, and for free.
Example: Wedding planner pro Candice Coppola offers a mini-course, titled “Launch Your Wedding Planning Business” as a lead magnet. She built her mini-course on The Leap!
7. Case studies
Specific, targeted, compelling case studies can be a goldmine lead magnet for content creators looking to spur their audience into action.
Think about it this way: The internet is full of stories, some real and some fake. Even though you know your brand is authentic, convincing your audience that (especially in the beginning) is another story.
Enter case studies.
First, start by using a piece of content like an interview clip, blog post, or review with an actual customer you’ve interacted with. Then, dive deep into what that customer’s initial challenges were, and how you helped them overcome them. The idea here is to showcase any metrics you have, and amplify the success story of your customer’s journey.
But, wait! You don’t want to publish the full case study right out of the gate. This is a lead magnet, after all. Instead, you’ll want to gate this valuable case study behind an engaging CTA that encourages your audience to exchange their name and email address for the real goods.
8. Spreadsheets
Spreadsheets are highly appealing to your audience because they offer practical, hands-on, free resources for specific needs.
Example: In the realm of finance content, a budget planner spreadsheet or an expense tracker is an easy tool for a creator to make that provides an invaluable resource to their audience.
For productivity or project management content, a task tracker or project planner spreadsheet could be a good lead magnet. Creator entrepreneurs in the marketing niche might offer a social media content calendar or an analytics dashboard template.
Spreadsheets across these niches serve as practical, actionable resources, providing tangible value to audiences seeking to streamline their processes and workflows. These powerful tools don’t just help you accumulate contact information though, they also establish your brand as a valuable resource in your respective content creator field.
9. Resource libraries
Think of resource libraries as centralized hubs brimming with diverse content assets and tools for your audience. Remember, what might be super easy for you to create, could represent a fresh start for your audience.
Example: In finance or investing content niches, a resource library might feature budgeting templates, investment calculators, or guides on financial planning. Each of these resources empowers people with the tools needed to better manage their money or delve into investment strategies. Now that’s what we call valuable content!
Other lead magnet ideas for resource libraries include social media content calendars and SEO guides for marketers, or habit trackers and goal-setting worksheets for productivity and personal development creators.
10. Webinars
Webinars are a smart move in any creator entrepreneur’s toolkit. Why? Well, there’s no denying their efficiency in gathering emails swiftly. The trick lies in their time-sensitive nature.
Webinars play on the ever-familiar emotion of FOMO, creating urgency as they happen live, with no guarantee of a repeat performance. Plus, they offer top-notch expertise at no cost.
What sets webinars apart is their interactive nature. They’re not just about sharing information, they’re live events where experts engage directly with their audience. That’s a potent recipe for success in the world of lead magnets.
So, if you’re a content creator aiming to expand your email list, webinars are worth exploring. They’re not just about knowledge-sharing; they’re about creating excitement, fostering engagement, and building a community — all in one dynamic session.
Example: Consider Kat Norton, aka Miss Excel’s approach. While most of Kat’s courses are fully-fledged online courses built on Thinkific and accompanied by a price tag, she also offers occasional free live training to expand her audience base. By using CTAs like “Pick your date” and other prompts like “Fill out the form below to claim your seat!”, Kat fosters a sense of urgency with her sign-up forms.
Want to offer webinars as lead magnets? Thinkific can help you do that. Start your free trial today to explore using webinars to generate leads.
11. Cheatsheets
What if instead of feeling pressure to memorize all the key points of a topic, someone crafted a quick list of notes summarizing it all for you? Yup, there’s a reason why a cheat sheet is so popular.
Whether you’re studying for a test or need some quick notes before the next book club meeting, a cheat sheet is a valuable resource to have in your back pocket, hence their popularity as a lead magnet.
Example: A cheat sheet can be anything from a glossary of terms, to a summary of key points on a complicated or lengthy topic. If you’re a math queen or book review connoisseur, you might want to consider offering cheat sheets on the fundamentals of a complicated math formula, or a summary of your latest book review.
The idea here is to keep the content brief and the formatting compact. To deliver the most value, you want your cheat sheet to be a handy reference that your audience can download and easily scan whenever they need to quickly refresh their memory on the topic.
12. Gated content
Creators are probably most familiar with gated content membership or subscription-based platforms like Substack or Patreon. These platforms offer amazing monetization opportunities for creators who already have a significant following on other social media platforms like Instagram, TikTok, or YouTube.
But gated content is everywhere. For example, picture this: It’s Monday night and you’re looking for a quick but delicious way to cook some pasta. You go to your favorite culinary website only to discover you’ve already used up all your free recipes for that month. What happens next? You’re most likely prompted to enter your email address to subscribe before you can access that coveted pasta recipe.
But how can you use gated content as a lead magnet?
Similar to membership or subscription-based platforms, gated content is pretty simple: hide some valuable content behind a pop-up that asks for an email address to enter. If done correctly, your audience is already so close to receiving that nugget of content that piqued their interest, they probably won’t think twice before entering their email address.
Plus, the air of exclusivity will only add value to your content.
13. Whitepapers
We know what you’re thinking — whitepapers sound super scholarly, and is an academic approach the best strategy for a lead magnet?
Here’s the deal: In general, whitepapers are more academic than a blog post or guide. But at the end of the day, a whitepaper simply represents a deep dive into a topic that you know your audience will care about.
If you have a lot of information that’s backed up by serious research, then a whitepaper as a lead magnet might be the best route for you. Not only does a whitepaper position you as a credible resource within your community or industry, but it also signals to your potential customers that you’ve done the work and the research — all they have to do is enter their email to learn more.
14. Checklists
Possibly one of the unsung heroes of lead magnets, checklists deliver concise, actionable guidance to audiences seeking structured, step-by-step solutions. Think of it this way: How could you not love a neatly organized, itemized list that streamlines complex tasks or processes into manageable, bite-sized chunks?
A checklist’s strength as a lead magnet lies in simplicity and practicality. They break down daunting tasks or detailed strategies into digestible, actionable items. This format resonates because it offers a clear roadmap, making it easier for your audience to implement your recommendations or advice.
For creator entrepreneurs, checklists serve as magnets for engagement and lead generation. They offer practical value and serve as entry points to your expertise. By providing structured, actionable content in the form of checklists, you’re not just informing your audience — you’re empowering them to take meaningful action toward their goals.
15. Private insights
Think of private insights as a VIP pass to exclusive information, or behind-the-scenes details not readily available to the general audience.
The power of private insights lies in their exclusivity and specificity. They offer a level of access or knowledge that’s reserved for a select few. The hope is that this exclusivity naturally sparks curiosity and fosters a sense of belonging among your audience, driving them to seek this insider information.
Private insights should be valuable insights and can range from industry secrets, insider tips, exclusive interviews, or behind-the-scenes content that sheds light on your processes or strategies. Plus, by providing this insider view, you establish yourself as a trusted source of exclusive information, elevating your brand’s credibility and value proposition.
We especially like the private insight route for fostering a sense of community and loyalty among your audience. When individuals feel they’re receiving privileged information, they’re more likely to engage, subscribe, and stay connected to access future exclusive content.
So, if you’re a creator entrepreneur with some exclusive behind-the-scenes information, offering private insights can serve as a strategic magnet for lead generation and audience retention.
Remember, it’s not just about the information, it’s also about offering an exclusive experience that forges stronger connections and positions your brand as a trusted authority in your niche.
16. Waitlists
If you’ve ever waited in line for brunch, then you know the appeal of a waitlist. People don’t mind waiting for something they believe will be a valuable product or experience.
This psychology makes waitlists an appealing lead magnet idea for content creators, as it not only builds an air of exclusivity around your brand, but also allows you to accumulate valuable email addresses and buzz while you’re still in the process of developing your content.
Example: Accountant and money expert Nischa has built her brand around her professional experience and uses this expertise as an opportunity to offer a range of courses, workshops, and resources for her audience.
Among her broad range of digital products, Nischa offers a step-by-step program approach to everything you need to know about money. In anticipation of the program, Nischa includes a CTA encouraging potential customers to “join the waitlist.” On a simple landing page for the course, potential customers are prompted to fill out their name and email address to be notified about course enrollment.
Once Nischa acquires this valuable contact information, she can reach out with other lead magnet offers even before course enrollment begins, giving her even more time to prove the value and quality of her content.
17. Time-sensitive offers
Time-sensitive offers are like jet fuel for content creators seeking to spark immediate action and engagement from their audience. Why? Because you’re not just presenting an offer, you’re setting a ticking clock, creating a sense of urgency that compels swift responses.
Similar to time-based lead magnets like webinars, these offers work wonders because they play on the human psychology of scarcity and that familiar FOMO feeling. When your audience knows that an exclusive deal or a limited-time offer is up for grabs, it triggers a sense of urgency and prompts them to act quickly.
What’s particularly compelling about time-sensitive offers is their ability to drive immediate results. Whether it’s a discount, a bonus, or an exclusive package available for a limited period, these offers generally can cut through the noise and grab attention.
Plus, they create a sense of value and exclusivity. When something is available for a limited time, it inherently becomes more desirable. This not only drives immediate actions but also encourages audience retention as they seek to stay updated on future offers.
Example: Branding and marketing consultant LaTisha Styles uses a time-sensitive offer as a lead magnet for her mini-course authored on The Leap, titled “Go Live to Get Clients.” By offering her mini-course for free for a limited time only, this time-sensitive offer incentivizes more potential customers to download now.
18. Planners
Planners provide structured frameworks and actionable strategies to help your potential customers organize and achieve their goals effectively. They offer a meticulously crafted roadmap tailored to guide individuals through their specific needs and aspirations.
Similar to a checklist, a planner’s strength lies in its ability to break down complex tasks into manageable steps, empowering users with a clear path toward their objectives. This structured format resonates well, enabling audiences to methodically plan and implement strategies aligned with their goals.
Example: When it comes to planners, there’s a lot of room for various content niches. Some examples of planners include:
- Content calendar
- Productivity planner
- Goal-setting guide
- Training guide
- Social media scheduler
- Budget planner
Customized planners are a great lead magnet idea because they offer valuable resources that directly address a content creator’s audience pain points or aspirations.
Planners have lasting value, too. They can become indispensable tools, aiding individuals in staying organized and focused over time. As your audience finds practical utility in these planners, they become trusted resources, fostering brand loyalty and repeated engagement.
19. Discounts
Nothing attracts people’s attention more than a good deal. That’s one reason why offering a one-time special discount for new subscribers is a terrific strategy for email list growth.
Offering discounts stands as a strategic win-win for creator entrepreneurs, acting as a compelling incentive for audience engagement while driving conversions and sales.
The power of discounts lies in their ability to trigger immediate interest and action. People love a good bargain, and when presented with a discounted offer, they’re more likely to engage, whether it’s subscribing to a newsletter, purchasing a product, or accessing premium content.
These offers create a sense of urgency and exclusivity. When audiences know they’re getting a special deal for a limited period, it spurs them to act quickly, combating procrastination and hesitation.
On top of it all, offering discounts as a lead magnet can be a strategic tool for nurturing relationships with existing customers just as much as it is for potential customers. It shows appreciation for their loyalty and encourages continued engagement and support.
All-in-all, discounts can be a potent lead magnet idea for content creators looking to entice audiences with value-driven incentives that drive immediate action.
20. Giveaways
Similar to a discount offer, no one from your audience is going to be mad about a giveaway! This is why the giveaway emerges as a great lead magnet strategy for content creators looking to build up their contacts, while also fostering engagement through community and excitement.
The basic idea here is that you’re giving your audience the chance to win something valuable simply by participating.
Now, there are a million and one ways you can conduct a giveaway, including asking your participants to take specific actions like sharing content, tagging friends, or subscribing, amplifying your reach organically, and increasing brand visibility.
But to use a giveaway offer as a lead magnet (where the objective is to acquire more contact information), keep in mind that participation for your audience should be made super easy.
Beyond just the giveaway itself, it’s an excellent chance to generate leads. Participants willingly provide their contact information, allowing you to grow your email list or gather data for future marketing efforts.
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Ready to create your very own lead magnets?
For creator entrepreneurs, leveraging lead magnets can be a game-changer for capturing leads, growing your income, and building a direct relationship with your audience.
If you’re looking to create your first lead magnet, The Leap can help. The ultimate link-in-bio tool, The Leap comes with an AI-powered digital product builder that can create lead magnets for you in minutes.
Essentially, creators can build lead magnets like mini-courses, tutorials, challenges, and guides in an intuitive authoring space similar to how it might feel to author content on Instagram. If you’re stumped for ideas, The Leap’s AI tool will generate some for you!
Once you’ve created your digital products to either sell or give away as lead magnets, you can add them to your free link-in-bio storefront, also built using The Leap.
Have lead magnets or digital products built on other platforms, like ebooks or Notion and Canva templates? No problem. You can easily paste a link to the URL field in your Leap store and voila! You’re in business.
Want to create a lead magnet in just minutes? Try The Leap free today!
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Lead magnet ideas FAQ
What are some examples of lead magnets?
Some effective lead magnet examples include ebooks, cheat sheets, free templates, webinars, exclusive discounts, mini-courses, resource libraries, and quizzes. Other popular lead magnets include case studies, whitepapers, resource libraries, and content upgrades like bonus content or checklists.
Do lead magnets still work in 2025?
Absolutely! Lead magnets remain invaluable in 2025 because they continue to engage audiences, build relationships, and generate leads. Adapting to evolving trends and audience preferences will help ensure the ongoing effectiveness of the best lead magnets in capturing attention and providing value.
How do you offer a lead magnet?
Offering a lead magnet involves showcasing it prominently on your website, link-in-bio storefront, or social channels. You’ll want to use compelling CTA buttons or pop-ups directing visitors to a dedicated landing page for your lead magnet. Capture their interest with a clear value proposition and a simple opt-in form that requests contact details in exchange for the lead magnet.
You’ll want to make accessing the lead magnet a seamless experience for your audience, so using an AI-powered digital product builder and link-in-bio storefront tool like The Leap can be an asset, as it simplifies the entire lead magnet creation process by enabling creators to build and give away a lead magnet all from one place.
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