July 2021


Lead Magnets That Sell

silver and gold round coins

Have you been struggling to figure out how to use a lead magnet to grow your business? Do you want to know what to offer, how to structure it, and how to drive free traffic to it so that it attracts, nurtures, and converts your warm leads into customers and clients? That’s what I’m going to tell you in this article. It’s the exact method of how I earned the ClickFunnels Dream Car Award in 66 days after launching a Facebook group without paid traffic. My goal today is to share:


  • Some of the biggest mistake’s marketers make with lead magnets
  • How to structure a successful lead magnet
  • How to use Facebook marketing to drive traffic to it
  • How to deliver a lead magnet


Before we get started, let’s define what a lead magnet is. A lead magnet is sometimes called a value offer and you’ll see that I use the terms interchangeably. A lead magnet is something of value for your customer that tells them what you do. Most people can produce a lead magnet in one day because they’re sharing digital marketing information they already know.


Biggest Mistakes Marketers Make With Lead Magnets


A value offer is often the first interaction you have with a potential customer. After this you want them to move on to a masterclass, workshop, or group coaching, which then might lead them to your core offer. This could be a full course, done-for-you service, or one-on-one coaching.


Providing value is the most important step in creating a lead magnet. The goal is to provide value that nurtures your lead. This helps grow the “know like and trust factor,” which ultimately leads to more sales. Your lead magnet also grows your email list, which is another way you can nurture your leads, so they begin to understand the power of your solutions.


Here are some of the biggest mistakes I see people make when they create a lead magnet:


  1. Developing a lead magnet that does not convert/is too long.
    Your value offer may be the best product you’ve ever delivered, but if people don’t use the content it will sit on their hard drive without being consumed. Make your free course short, definitely under an hour. And be sure to include actionable steps.  Ask yourself – if the goal of your value offer is to ascend your warm lead to a customer, what does your lead have to understand about you to become a customer?
  2. Validate the topic with your ideal customer.
    Make sure what is in the lead magnet is what your audience needs most. You may have created the best content available on the topic, but if your ideal customer doesn’t have that problem, then they won’t want it. The goal is to find the gap in the market and then fill it with a better product. If you have your own Facebook page you can create a poll and find out what your ideal customer wants to know. If you don’t have your own Facebook group, then find 3 to 5 other groups where your ideal customer hangs out. Find out what they’re talking about and engage in questions with others. Pay attention to what they’re saying, and this will help you define your ideal customer’s biggest pain point.
  3. Add affiliate links to your lead magnet.
    Affiliate links can be added to any type of lead magnet. People may not buy your course, but they could buy something you’re recommending as an affiliate.
  4. Forgetting to make an ascension offer.
    The objective of a lead magnet is to develop a customer. It’s essential that you make an offer for your own product. The purpose of a lead magnet is for people to get to know, like, and trust you so that you can help them take the next step in their business.
  5. Not following the script structure.
    I share a copy of the scripts I use in each part of the lead magnet videos. You can pick those up by XXX. A big problem I see in lead magnets is not following a successful structure. The scripts I share have a history of success in attracting, nurturing, and converting leads into customers.


I find that lead magnets also filter out the tire kickers. A good lead magnet creates a filter that helps to grow your business. It also bridges the gap for my potential customers that begins where they are and ends with the solution that I have. As I create my lead magnet, I help people to understand that they have a problem, I agitate that problem and then show them the solution.


How to Structure the Lead Magnet

I have found that to improve the efforts of my organic marketing, it’s important not to overwhelm customers. My first free course was 18 videos! After a bit, I realized very few people were actually finishing the course, so I changed it to make it as actionable as possible. Now I use a 5-part video structure that has been successful. At the end of each video, I create curiosity that helps move them to the next video.


Video 1: In this video, I give a little bit of an introduction of who I am and then focus on who they are and what is in it for them. This video is no more than 5 minutes long. It’s designed to be quick and to show the results they’re going to get from consuming the course.


Video 2: In this video, I talked about what they’ve been doing that’s kept them stuck. In other words, what’s their problem, and how it is impacting their ability to move forward. This video can be between five and 15 minutes long. I talk about what strategies they are currently using that aren’t working. This makes them problem aware. In my market, customers are looking for more leads.


Video 3: In this video, I talk about the framework of the solution for the problem that’s going to change their progression and their results. This bridges the gap between why what they are doing is not working and the solution that I’ll be sharing in the next video. To create curiosity about the process I might end with, “If you’re someone who wants to stop cold DM-ing people and you want to learn how to get inbound leads in an automated fashion that will track, nurture and convert your leads into customers then in video No. 4 we’re going to show you exactly how we do that.”


Video 4: People love stories and examples, so in this video, I tell how to solve the problem and I give several examples of how my solution works. I might use a case study, stories, action steps, or a story about how the solution worked for me.


Video 5: In the final video I make an ascension offer. This is usually a low-cost offer that’s the first thing I want my potential customer to do after watching the video. This could be a $47 workshop, master class, or the first module of a big course. In my case, I sell a 2-hour masterclass where I help you implement your business and how to create your avatar.


So how does this structure look in a real course? Here’s the first course I created using this exact structure that helped me land the Dream Car Award from ClickFunnels.


Example: Sales Funnel Mastery: 5 Ways to Monetize ClickFunnels


Video 1: Welcome to Sales Funnel Mastery

During the video, I very quickly cover who I am and why you should care. I tell them what’s worked for me and that we are going to talk about how to make money with sales funnels. I also talked about the gap between the number of people who use ClickFunnels and the number of people who are making a lot of money with it. That gap in learning how to use the software and how to make money is what I’m going to help them with.


Video 2: What Is a Sales Funnel?

In this video, I briefly talked about what a sales funnel actually is and how it’s a better solution to increasing sales for nearly every product online. I show a website and how a funnel is a better solution to get more targeted leads that end in sales.


Video 3: Funnels From Scratch

In this video, I take them through a funnel and show them the step-by-step process of how a customer goes through a funnel. I also give a behind-the-scenes look at the software and show them just how easy it is to create a sales funnel.


Video 4: 5 Ways to Monetize ClickFunnels

In this video I talk about five different ways people can monetize ClickFunnels:


  • Create and design sales funnels
  • Local lead generation for clients as an agency
  • Create your own online course
  • Sell ecommerce products
  • Affiliate for the software


Video 5: How to Choose One and Get Started!

In his final video, I stress the importance of choosing only one way of monetizing the software, how to get started, and how to stay focused.


How to Use Facebook Marketing Effectively

You might have the perfect free lead magnet that offers a solution to your ideal customer’s biggest problem, but without traffic, there’s no purpose to having it. This is how I got 6,000 people into my original free course using Facebook marketing without spending any money.


The first step I took was to create content that I knew my ideal customer wanted to engage with. I posted this on my profile on Facebook which was optimized to drive traffic to the Facebook group. On my profile page, I had links to the Facebook group and links within the content to the Facebook group.


Driving people directly into a funnel or to a lead magnet from content on their Facebook page means you miss a huge nurturing component. People may not be ready to give you their email address and get your free lead magnet immediately. But when they join your group, you’re creating a community that gives you a better opportunity to capture a lead. You’re in a position to show your customer over time how you can help them and, in this way, you’ll see more people ascend into clients.


Within the Facebook group, I ask questions about what people need help with most, where they’re currently at and I ask them to give me their email address so I can send the free course and information about how we get traffic to it. The focus and effort of the Facebook group, messages, and content are to point people toward the free course.


Inside the free course is a call to action to take people to my products. The goal is to give people multiple places where they can become customers by either purchasing a product or service.


Delivery and the Sales System

I use delivery and sales systems to make the process as seamless as possible. The lead magnet is in a content membership area. I send a link so they can create their own login and password in the first email after they sign up. We follow up with people who go through the free course to help nurture them and recognize them for the work they’ve put into consuming the content.


The system has a couple of stages. We start with outbound leads, which are people we add as friends or who add us as friends on Facebook. The intent is to turn these people into inbound leads. However, we don’t communicate with them or message them. We just use content to engage with them.


Once they join the Facebook group and the free course, they become an inbound lead and I have conversations with them through email as they go through the free course. The idea is to give people enough information to decide whether or not they want to work with me in my monthly masterclass.


Design, Tools, and Resources


I have a specific set of tools and resources that make the process easier.


ClickFunnels or Kajabi: Both of these have membership areas that track how your content is being consumed. This way you can work with the people who have logged in, taken action, and consumed your content, because these are the people who are more likely to continue to take action by purchasing and using your products and services. This helps reduce your energy on people who are not ready to take the next step.


Screencast-o-matic: This is a screen capture tool you can use to build your video course or lead magnet. They have a free option.


Zoom: This tool will record you, your screen, and will do picture-in-picture so you can have your camera and screen capture on the same screen.


StreamYard: I’ve found this is best for doing a Facebook live video.


Loom: I use this to create quick videos and then share the link so people can view them.


Canva: You can design and create nearly any graphic you’d like. There is a free version and the program has pre-sized graphics for nearly all social media posts.


YouTube/ Vimeo / Wistia: Video hosting platforms that also have simple video editing capability.


Video editing: Filmora, iMovie, and Final Cut Pro are some of the programs available.


Create a product image: There are several options, including Snip Tool and Full-Screen Capture, which is a Chrome extension. You can also create or purchase one through,,, or


Using the information and tools I shared in this article, you can produce a digital marketing lead magnet in one day that will wow your warm leads and encourages them to purchase your products and services. If you’re having trouble getting started or find yourself procrastinating, consider taking my free 6-Figure Clarity [ADD LINK] course, which can help you define the sticking points in your business and develop a framework to move your business forward.


The Content System

Over the last few months, we’ve answered more questions about creating content than any other topic, so we produced a fresh training video to introduce what we call the Content System.


Honestly, creating content that generates quality leads doesn’t require a master’s degree in journalism or decades of digital marketing experience either. All it takes is planning out your publication schedule months ahead of time, which sounds like a monumental task at first. But really, it’s not a heavy lift once you have a strategy in place.


Besides, the beauty about creating content is that you don’t have to be an expert in digital marketing to get started – and see results faster than you think!


Want to create a 30-day batch of content ideas in one day? Here’s how we do it!


Think about this question: how much time do you feel like you’re wasting trying to brainstorm a year’s worth of content? The truth is that most beginners expend an incredible amount of energy imagining content instead of actually planning it.


Without a doubt, the best organic marketing comes from simple, down-to-earth pieces of content that generate free leads at scale. That’s the gist of where you want to be with your content strategy!


Maybe you want to increase conversions for your blog’s affiliate links and online sales, or maybe you’re trying to increase social media referrals? Either way, the whole point of content is to provide your target customers with practical, engaging – and entertaining – information.


person holding pencil near laptop computer


Overall, you want your content to make an immediate impact on readers, which applies to Facebook marketing and content marketing in general.


What’s the point of creating content?


So, before we move on to the actionable takeaways, you should understand why content is a business-critical asset in today’s digital economy. At its core, content is all about generating free leads through the “magic” of technology like search engine optimization and social media algorithms.


When it comes to content, you have two options to get more exposure for a client or promote a product: buy $1,000’s of dollars worth of Facebook lead ads, or produce content for a fraction of the price.


You could spend 10-15 minutes writing a clever engagement post that nearly goes viral across social media in a matter of hours.


Trust us. It’s not an accident when that happens, and it definitely doesn’t happen automatically!


Always keep the bigger picture in mind


We’ll level with you and admit that most of the time, successful content takes a while to warm up and catch fire.


But the key to great content is keeping your eyes on the bigger picture and not getting bogged down or discouraged when the numbers don’t look like they’re moving up or down.


No matter what, you want to give your ideal customers value at each touchpoint with your content because that’s how you build brand authority, one post, one video, and one article at a time.


In our experience, if people don’t believe that you have their best interests in mind, they won’t engage with your brand through any marketing channel, and they certainly won’t recommend you to others.


At best, you’ll get something like a handful of pity shares or retweets from chatbots.


Still, when you constantly remind yourself why you’re creating content in the first place – to communicate with the ideal customers – it’s much easier to mix it up and develop new ways to reach those customers via content.


Introducing the Content System


What we’ve learned over time is that you can’t rely on a spray-and-pray content strategy and expect new customers to flock to your brand. Even if someone finds your social media profile through an ad, there’s no guarantee that they’ll stick around longer than a few clicks.


Essentially, the Content System ditches spray-and-pray in favor of plan-and-execute.


Besides, take a moment to think about a subject you could talk about on camera for around 15-30 minutes without stopping.


Maybe it’s something like affiliate marketing, or maybe it’s something more casual like raising pets? But the point is that anyone, including you, has a vast knowledge to share if they know a lot about something.


The cliché we hear more often than any other is that you have to have a “passion” to create content and that if you have passion, the ideas will flow like a waterfall.


But it’s not about only being passionate; what you want to do is create content on a topic that you can bore people with because you know that much about it.


In other words, what are you into more than anybody else on the planet?


That’s the money question, and that’s where you’ll find the most traction with your content!


How to chunk it down step-by-step


If you’re already immersed in a subject, the first step is deciding on 12 separate but related topics to form a year’s worth of content ideas.


After that, each of those topics will be the monthly pillars that you’ll build your content around. Ideally, when you have a year’s worth of content, you can come back to the same topics year after year, and not many people will ever notice the difference.


Set 12 monthly topics


For example, a real estate agent might create content on topics, such as:


  1. Mortgage essentials
  2. First-time homebuyers
  3. Living trends
  4. Financing
  5. How to sell a home without an agent
  6. The home buying process
  7. Summer interior décor ideas
  8. Understanding a home’s market value
  9. Choosing the right moment to sell
  10. Choosing the right time to buy
  11. Beautiful homes for the holidays
  12. Real estate market year-in-review and predictions


That’s a quick, off-the-cuff brainstorm, but you get the idea.


Next, take each of those monthly topics and break them down into four weekly sub-topics.


Set four weekly sub-topics


Likewise, you can breakdown the “mortgage essentials” month into four weekly topics:


  1. Understanding interest rates
  2. The role of mortgage brokers
  3. How to qualify for the best mortgage
  4. What to do about defaults and foreclosures


Again, those are just ideas we’re throwing out to give you an idea of where to go.


What you want to do is showcase your knowledge and expertise to your ideal customers to win their loyalty. When you become a go-to authority on a subject, your leads and online sales will skyrocket like you never thought possible.


The challenge is establishing yourself in a particular space, and the truth is that the most profitable niches are incredibly competitive.


In all likelihood, your main competitors will have years of content already published on blogs and long-standing social media accounts.


But don’t get discouraged! Posting a lot of content doesn’t mean that they’ve posted successful content. There’s a critical difference between the two.


Not so long ago, the rule of thumb was to publish content at volume and hope that maybe Facebook or Google elevates a few pieces over time.


Although that’s still around, the best way to go nowadays is to keep your content fresh by publishing at a steady pace and with a bit of variety too.


If you appreciate the benefit of shaking things up with your content, you’ll have a much higher chance of reaching the best customers.


Decide on the best kind of content for each day of the week


After you have topics for each month and sub-topics for each week, it’s time to flesh out those ideas into daily content, so the idea is to mix it up often.


What you absolutely don’t want to do is take one of your weekly sub-topics and boil it down into one piece of content that goes nowhere!


It’s OK to take on a subject bit-by-bit instead of trying to write the perfect, most authoritative post on the internet. Ten good posts are much better than one excellent post.





But that’s exactly what most marketers try to do! They’re not happy with small wins and gradual results and want to conquer Mount Google with one blog post.


That’s why we mentioned how vital it is to keep the bigger picture in mind; it’s very, very easy to lose sight of it when creating content day-to-day.


That said, you essentially have three options when it comes to specific content types:


  • Videos
  • Images
  • Text


We’ll go through each type to explain what they mean.




The bottom line on video content is that you have the following choices:


  • Long-form
  • Short-form
  • Interviews
  • Motivational
  • Behind the scenes
  • Educational
  • Inspirational
  • Entertaining
  • Tutorials and how to’s
  • Presentations and webinars
  • Live streams


If you can come up with other mediums, that’s fantastic, and you should always push the envelope when creating content, especially video content!


The stakes are high because video content converts at a significantly higher rate than other content types. Honestly, the numbers aren’t even close, so if you don’t have video content at the ready, you’re doomed to fall behind.


The best way to go about video content is to keep it short but relevant. You don’t necessarily have to buy expensive professional recording gear because you’re most likely holding everything you need in your hand right now – your smartphone!


Today, the best mobile devices on the market can shoot vivid, wonderfully colorful videos, and there’s no need to upgrade software unless you want to get into the technical details.


Still, always keep in mind that videos shorter than 20 seconds or so receive the lion’s share of views. It’s the sweet spot.




While we can’t necessarily recommend using stock photos, we have to stress the importance of original graphics, images, and photography. If you’re a complete newbie when it comes to images, you might want to strongly consider hiring a freelancer who can produce the content much faster than you can.


But just like video content, you have the only tool you need right in your hand!


In our experience, the best image content types include things like:


  • Quote images
  • Memes
  • Selfies
  • Scenic views
  • Screenshots
  • Group photos
  • Day-in-the-life photos
  • Family photos
  • Events photos
  • Stock images
  • Original art and drawings


No matter which way you choose to go, we have to warn you about copyright infringement and licensing.


Generally, you’re not allowed to download a photo or graphic online and use it for promotional purposes. Technically, you can’t even use other people’s images for a personal blog.


The risk of using copyrighted materials is that Google and social media algorithms will penalize your content for being unoriginal and plagiarized.


So, use your smartphone to take as many topic-related photos that will fit on your device.


A so-so photo today might pair beautifully with a post down the road; be ready with an extensive repository of images to make your own memes, and quote images.


The beauty of content is that anything can go viral if it’s unique and engaging enough to share.




Text-wise, you can create long-form posts or short-form posts, and it’s really not as complicated as it seems. If you’re not a natural-born wordsmith, it’s a great idea to ask a copywriter for advice because writing for the web is absolutely different.


For instance, you could create a long-form personal post and a hype post, but it’s a mistake to “pitch” them the same way!


The general rule of text content is that the target audience will determine tone and intent. If the post is supposed to be light and fun, it’s OK to use casual language, but it’s a great idea to use more formal-ish language if the post is detailed.


Still, the worst thing you could possibly do with text content is to make it bland and basic!


So, mix it up, and your target customers will respond faster than you might think.





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