Lead Magnet Checklist: 8 Point Lead Magnet Audit

lead magnet checklist

In a moment I’m going to share with you a lead magnet checklist that will instantly let you know whether your lead magnets are…

  • Building good will with your potential leads and boosting your authority


  • Hurting your brand and costing you potential sales and customers!


Look, we all know that quality leads are the life blood of any online business.

But in today’s hyper-competitive digital marketing landscape it’s not enough to just get eyeballs to your website or blog.

You must also capture your potential prospect’s information so you can market to them long after they’ve left your site.

How do we accomplish this?

With a lead magnet.

But not just any lead magnet!

You’ve got to have a lead magnet that passes all 8 inspection points of our lead magnet checklist.

As you’ll see in a second, our 8 point lead magnet checklist will reveal the most important factors required to ensure your lead magnets are pulling in as many leads as possible.

Furthermore, by the end of this blog post you’ll know without a doubt if your lead magnet is a bonafide winner…

… or a flat out bust!

So if you’re ready to find out, let’s dive in!


8 Point Lead Magnet Checklist

Before we dive into our 8 point lead magnet checklist I want to make sure we’re on the same page about what a lead magnet is.

Here’s how our friends over at Digital Marketer define it:

Lead Magnet – noun – an irresistible bribe offering a specific chunk of value to a prospect in exchange for their contact information.
The goal of the Lead Magnet is to maximize the number of targeted leads you are getting for an offer.

Pretty straightforward right?

You offer some free info that will help to solve your potential lead’s “pain”…

… and in return they give you their name and email address.

However, if you want to ensure that your lead magnet is hauling in as many leads as possible then you’ve got to apply all 8 of the checklist points below.


8.) Ultra Specific

Starting with #8 and working our way down to #1…

The 8th point on our lead magnet checklist is your lead magnet should never be vague or hard to understand.
It needs to offer a very specific solution to a very specific market.lead magnet

For example….

“Several Ways To Get Better At Internet Marketing”

This is NOT an ultra specific topic.

Consider this instead…

“7 Tips About How To Generate Dirt Cheap Leads With Facebook”

See the difference?

For additional clarity on this refer back to your Customer Avatar and ask yourself…

“What would my Customer Avatar specifically want?”

If you’re able to give a very specific solution to a very specific pain then you’re on the right track to creating an effective lead magnet.

If you haven’t clearly defined your Customer Avatar or if you don’t even have a Customer Avatar, head on over to this Customer Avatar planning guide for assistance.


7.) One Big Thing

Everyone wants a magic pill or a silver bullet.

Therefore, it’s better to give one big promise rather than several little ones.

I’ve seen lead magnets that try to accomplish too many things at once.

As a result, the information given tends to be watered down and muddled.

Look, part of the goal of the lead magnet is to shift the relationship with you and your prospect (I’ll explain in more detail in point #4)

If the information contained with the lead magnet is watered down…


If your lead magnet is glossing over several topics and not going deep into any one of them…

… it’s unlikely that you’re relationship will go very far with your new lead.

Sure you’ve captured their information, but in all likelihood they wont be all that impressed with your lead magnet.

Fact is, if your lead magnet doesn’t solve the pain your prospect is experiencing they’ll go back online and find the solution from someone else.


lead magnet checklist


6.) Speaks To a Known Desired Result

#6 in our lead magnet checklist is to speak to a known desired result.

Ask yourself… what does your target market really want?

Again, take this opportunity to dive into your Avatar’s head and think about their needs and pains.

What are they struggling with?

What is holding them back right now?

If you can identify what their “pain” is and offer a lead magnet that promises to solve that pain…

… they’ll gladly give you their name and email address in return.

If you can offer a “pain pill” for your target market’s pain, there will be much less resistance on the part of your potential lead.


5.) Immediate Gratification

As we all know, in our modern day “microwave – I want it now” society, people want their information as quickly as possible.

When you look at a lead magnet… how quickly will they receive it?

For example… snail mail vs. immediate download.

Furthermore, does it show speed to results?

Which lead magnet do you think most people would prefer?

“The 5 Minute SEO Audit”


“SEO Tactics: 28 Ways Over 28 Days”

Most people want to benefit from a lead magnet immediately.

Ask yourself these two important questions about your lead magnet:

  1. Will they receive the resource immediately?
  2. Will they get results immediately?

If you answered “Yes” to both… you’re in good shape.


lead magnet checklist


4.) Shifts the Relationship

The best lead magnets do more than just educate the consumer.

As I alluded to in #7 of the 8 point lead magnet checklist, your lead magnet has to get them thinking beyond this particular resource.

They should also think…

“How else can this marketer/company help me beyond what I see here?” 

Does your lead magnet move them closer and warm them up to want to do business with you?

We’re not done with them here just because they opted in and consumed your lead magnet.

We still want to make other offers down the line.

The best lead magnet will give your new lead a taste of victory by allowing them to get results.

So in order for your lead magnet to effectively shift the relationship your offer has to be good and it has to show them how to get results.


3.) High Perceived Value

Our 3rd point on the lead magnet checklist is about perceived value.

Just because the lead magnet is free doesn’t mean it should look free.

Use professional graphics and imagery so your reader will attribute a real monetary value to your lead magnet.

Trust me, I’ve seen lead magnets that are delivered as a bland, colorless, imageless pdf. file.

Even though the content was great, I finished consuming the lead magnet with an overwhelming sense of “meh…”
It certainly didn’t inspire me to want to take the next step with that particular marketer or company.

Lead Magnet ChecklistWhile this might sound a bit superficial… looks matter in this case.

Do everything you can to give your lead magnet a professional look and feel.

And if graphics and images are not your strength…. this would be a task to outsource.


2.) High Actual Value

When you deliver the lead magnet… the lead magnet has to deliver.

What I mean is… your lead magnet has to be fantastic content!

This is a golden opportunity to impress and help out your potential customer.

However, if your lead magnet is “all sizzle and no steak”…

… you may get their contact information but you’ll lose their attention and likely lose out on any subsequent sales.

The best thing that can happen is for your prospect to think….

“WOW! This is amazing and I got it for free! I can only imagine how good their paid stuff is.”


1.) Rapid Consumption

You don’t want your lead magnet to be a road block in your sales funnel.

Lead MagnetIdeally it should be consumed or experienced within 5 minutes or less.

(in other words avoid long boring ebooks that take days to read)

For example, a  “220 page Ebook” or a “6 week course” are poor lead magnets.

Again, most people want instant gratification these days.

If it takes too long for them to consume they’ll likely lose interest or get distracted by some other new shiny object.

If you lose their interest then you lose their attention.

And as soon as you lose their attention you’ve likely lost any future sales.


Lead Magnet Checklist: Final Thoughts

Now that you’ve gone through the 8 point lead magnet checklist you know exactly what it takes to make a great lead magnet.

Make sure you bookmark this article and refer back to it anytime you’re about to create a new lead magnet.


Do You Have Questions Or Comments About The Lead Magnet Checklist?

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