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Ultimate Guide: How To Create The Ultimate Lead Magnet That Converts (Cold Traffic) Like Crazy.

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By Michael Gladon, Founder GladonMedia | Time to read: 11 min.

The Ultimate Lead Magnet Will Serve Your Business As The Primary Driver For Generating New Leads,
Email Subscribers, and Sales…

One single piece of content can drive hordes of leads and customers to your business like bees to honey and forever separate you from your competition.

The ultimate lead magnet is like ‘catnip to your customers.’ It injects a burning desire of irresistible curiosity that sparks (almost) a compulsive need in their lizard brain to get your piece le extraordinaire.

If you’ve ever considered growing your email list, and drastically scaling your business from ice-cold traffic, you need a robust marketing asset called a lead magnet.

– Create new customers at will, from thin air.
– Learn how an ultimate lead magnet converts 30% to 50% of cold traffic.
– Positions you as an authority that can help them solve their problem.
– Discover the main elements of a lead magnet that attracts BUYERS.
A lead magnet should prime your readers for your offer and position them to buy.

1. What Is a Lead Magnet?

A lead magnet is a gratis but hyper-valuable gated resource, incentive, or content piece that you give away in exchange for a potential customer’s contact details. Usually consisting of their name and email address.

It empowers growth in your company by attracting streams of your best customers with a solid first impression that hooks their attention, spikes their dopamine, and induces a craving for more…

This sets the stage for establishing rapport and further cultivating a relationship with your customers.

The best way to do that is by crafting an ‘unrefusable offer.’ 

The ultimate lead magnet converts traffic into leads like crazy (and pre-frames them to purchase your products and services). It reduces most of the perceived risk and lowers the barrier to entry into your business ecosystem for potential customers.

When people who don’t know you or have never done business with your business see an ad, a social media post, or land on your website through whatever form of marketing—you need to make it as simple and seamless as possible for them to say “yes.” Because most people who land on your website aren’t ready to make a buying decision yet, or never come back and shop with a competitor.

It doesn’t matter if you’re a B2B service provider or a DTC ecommerce shop. Website traffic and social followers are completely useless if:

  1. They’re not converting into buyers.
  2. You’re not grabbing their email addresses to move them toward becoming a customer later down the line.

That’s why a lead magnet is important. 

Giving a potential customer a valuable resource like a free PDF guide—or another incentive allows you to establish goodwill, continue to follow up, stay top of mind, and nurture the relationship.

But, nobody is waiting on yet another free PDF guide that offers “the same copy-pasted” FapGPT info that your competitors are creating.

Marketers ruin nearly everything. They’re unloading trucks of garbage into the marketplace which leaves your potential customers with a sour taste in their mouths and elevates their skepticism to new/similar promises that are made to them.

That’s why your lead magnet should be unique have some flair & spice to it, be specific, and relevant to your target audience, while simultaneously being easy to consume and moving them along your customer journey.

The ultimate lead magnet:

  1. Is a blatant un-refusable bribe. (Lowers the barrier to entry.)
  2. Pre-frames them for your offer. 
  3. Establishes rapport, trust, and authority. (Is it right for me?)
  4. Establishes goodwill by giving them a quick win. (Instant gratification.)
  5. Instills a need. (Reveals a solution to their new problem.)
  6. Instills an urge. (A craving to fix that new problem.)

[The word problemin marketing implies either a; pain, problem, discomfort, or frustration that your business solves or eases; or a desire that you fulfill.]

The Purpose Of The Ultimate Lead Magnet.

Your lead magnet is like a queen on the chessboard. 

Rookies lose their queen by making silly mistakes,

Great players know how to maneuver the queen across the board, ‘use her as bait’ to fulfill her purpose, and win the game, like a beautiful demonstration of intellectual warfare.

The ultimate lead magnet, like the queen in chess, plays a vital role in your customer acquisition strategy in any competitive market. 

It’s bait, equally a bribe for your customers to get them to raise their hands.

The purpose of your lead magnet on the business chessboard is to:

  1. Call out and attract your best customers while repelling window shoppers.
  2. Connect with your customers and convert them into a fan.
  3. Help them get into the right state of awareness.
  4. Educate your customers and show how you’re The One that can help them.
  5. Drive them to take the next action step.

Your ultimate lead magnet should build a relationship with potential customers by helping them solve a problem, and shift their mindset from unaware or problem-aware to actively pursuing a solution—and nudge them towards taking a desired action.

Here are the main elements of a lead magnet that attracts BUYERS:

Element 1: It must address one of their single biggest problems.
Element 2: It must have a spicy title that conveys how it fixes their problem.
Element 3: Paints the picture of what life would be like after their problem is fixed.
Element 4: It must fix a problem or fulfill a burning desire that creates a new problem.

Therefore the top priority of a lead magnet is not to generate “a lead” but to generate a qualified lead. 

Prioritizing lead quality over quantity!

Pique Their Curiosity, Bribe ‘Em—Take Their Money.

The perfect Bribe. “Free.”


People love getting free shit. Especially free shit that has a high perceived value.

Just because your lead magnet is free doesn’t mean it should be perceived as free or cheap.

It should not:

  • Look free or cheap.
  • Promise a worthless outcome.
  • Be of poor quality.

On another note, I think I can speak for both of us that you and I both have opted in for crappy lead magnets in the past:

  • A homemade cover made in Canva (or Fiverr) that a 5-year-old could come up with.
  • A ”free for a limited time” $49 guide. (lol 12 pages of “ShatGPT bla bla info.”)
  • Didn’t deliver on the promise and left you with a foul taste in your mouth.
  •  Unpleasant to consume. Walls of information without personality, has typos, or bad formatting.

If your lead magnet looks exclusive and worth people’s precious time, you’re ahead of 90% of your competition.

If the perceived value of your offer is $100. But they’re getting it for free. It’s a no-brainer.

Even the cynics and skeptics will gladly part ways with their beloved contact details to spend at least one minute to check if it’s worth their time. Even if “it sounds too good to be true.

that’s the hardest part of creating a lead magnet. Getting skeptical ideal prospects to optin and consume your lead magnet.

Everyone is skeptical nowadays and rightfully so. We’re getting bamboozled with nearly every thumbscroll on the feed.

Random articles posted by “credible” sources on the internet are fake, mainstream media are blatantly lying and using clickbait—and your competitors are pretending they don’t want to sell their stuff to ‘look like they’re the good guys.’



If you help your market get that dopamine shot of instant gratification by handing them a quick win on a silver platter. They’re going to like and trust you or your brand. 

Delivering on the promise of your lead magnet has the power to induce massive goodwill in your market.

Jab, Jab, Jab, Right Hook as our ‘ol friend Gary Vee calls it.

Plus, if you genuinely help people by actually helping them — you’re sowing a subconscious debt of reciprocity;
A. They’ve received so much value, that when they are ready to purchase, there’s a higher likelihood they purchase from you over your competitors. Effectively building a moat around your business.
B. If your ‘free thing’ already beat their wildest expectations, they are much more willing to invest in the next thing.

“If the free PDF was this helpful, how much more is their paid product or
service going to help me get the result I want.”

A lead magnet is built on the premise of ‘providing value before asking for something in return’ to generate goodwill.

  • Your prospect will be grateful for your content.
  • You position yourself as a trusted authority/expert.

While your competitors are ramming their ads and “buy my shit” marketing messages down their throats — you’re building goodwill and in return, they’ll choose you at the expense of your competitors.

I know, sounds crazy!

What’s great about this type of marketing is…

  1. You’re generating insane optin conversion rates.
  2. You’re going to blow their mind with insane value.
  3. You’re converting a percentage upfront into buyers.

But it doesn’t just stop there, you’re growing a massive lead list of ideal prospects who are not ready to buy (yet) but are curious about fulfilling a need or fixing a problem that your paid offers provide.

That’s what I call the “money pocket.”

With the ultimate lead magnet, you’re ethically going to steal customers from your competitors and get them into your ecosystem.

Now, Don’t Let Your New Leads Go To Waste!

You’ve hooked their attention and bribed them to give you their contact details. Now it’s time to “take their money.”

What I see most of my clients do before they’ve hired me is that they’re running ads to their lead magnet, they’re generating optins, but don’t monetize the leads. (…And are potentially warming them up for their competitors.)

Most businesses market to the 3 percent of the market that are “Today Buyers.” 

They’re completely ignoring the ‘lead to buying decision time.’

You can show anything to an impulse buyer who’s consumed your lead magnet, and he’ll pull out his wallet and buy your stuff if it sounds good. 

But those types of buyers are only 3 percent of your total market.

These are the categories I put every single lead in.

Now Buyers – Immediately make a buying decision.
Soon Buyers – Makes a buying decision within 2 weeks.
Later Buyers – Makes a buying decision from 2 weeks out to 2 years out.

Some people buy within 5 days, 2 weeks, 1 month, 6 months, 1 year, or 2-3 years from the moment they’ve entered your ecosystem by opting in for your lead magnet.


If there’s one thing you can do to transform your business, it’s to have a customer journey mapped out on the back end of your lead magnet to keep nurturing your audience until they’re ready to buy.

This way you’ll have the opportunity to stay omnipresent, follow up via email and retargeting ads, and move them seamlessly through the customer journey. So when it’s the right time to make a buying decision, they’re buying from you, not from your competition.

Here are some ideas to activate buyers:

  1. Ecommerce: Exclusive and limited-time discount coupon (20% off) or discounted bundles.
  2. SaaS: 14-day Free Trial + free course.
  3. Service: Complimentary (results) call + guarantee or free session.
  4. Creator: Limited-time low ticket offer.

Recouping Ad Spend On Ice-Cold Traffic.

Generating leads is great. But one of my favorite strategies to pull off is to generate leads from cold traffic that buy UPFRONT. Before the relationship even starts, they’ve already shown with their wallets that they trust you.

There are three ways I advise my clients to recoup their ad spent to break even (generate leads for free) or drive free BUYER leads when running cold traffic advertising campaigns to an ultimate lead magnet.

  1. $29-$49 High Value Self-Liquidating Offer (S.L.O). 
  2. $29-$49 S.L.O. Plus upsell sequence.
  3. $7-$17 Low ticket offer as the “ultimate lead magnet.”

In my experience, people who buy upfront are generally the best clients to work with or the highest Lifetime Value customers you’re ever going to get in your business.

2. Who Are You Designing The Lead Magnet For?

Before you’re going to put pen to paper and create your ultimate lead magnet, you need to know who you’re designing it for so you’re able to drive the maximum desired result.

Creating a lead magnet that converts cold traffic like crazy is a scientific project. You start by researching your target market and existing customers.

Most gurus tell you that you can create a lead magnet in just a few hours—but I’d advise against that

slap a short PDF together with a landing page that states a “GET BENEFIT WITHOUT FRUSTRATION IN TIMEFRAME” is a oneway trip to fill your email list with confused freebie-seeking suckers that have folders filled-to-the-brim with “lead magnets” saved on their hard drive.

The best way to approach this is to sit down and figure out what’s something that’s mass market desirable of your Total Addressable Market (TAM) and going to bring you the most volume of qualified eyeballs.

Meaning—pick one immediate problem that a large chunk of the market is desperate to solve A.S.A.P, then give the solution to them for gratis on a silver platter.

To be able to generate high conversion rates, you need to understand your customers inside out. 

By answering these questions below, you’re going to learn to understand your customers better than they understand themselves.

  • Who is your ideal customer?
  • What’s causing them dread, anxiety, and nightmares?
  • What are their goals and aspirations?
  • What are the most painful frustrations and problems they’re currently experiencing?
  • What is motivating them out of bed each morning?
  • What motivates them to take action? (e.g. purchase, sign up, etc?)
  • Where do they want to be 1, 3, or 5 years from now?
  • What or who inspires them?
  • Where do they follow those brands or people?
  • What do they desire?
  • Why do they desire that?
  • What are they uncompromisingly selfish about?
  • What are they thinking about on the subject?
  • What are they feeling?
  • Who is most like them that have gotten the results?
  • Where are they learning new things from?
  • What alternative solutions are they using/are they considering/have tried?
  • What are your competitors offering them?
  • What are the “failed solutions” they’ve tried and why did they fail?
  • What are their current beliefs that are holding them back?
  • What do your prospects think about the problem you solve?
  • What are the most common objections they may have in your market as a whole?
  • What are the key objections they may have to your products and services?
  • What are the common sources of information or influences they rely on when making a purchasing decision?

The answers to these questions will help you to manufacture and pick potential topics for your ultimate lead magnet and give you a greater understanding of what motivates your customer to satisfy their most hidden desires and pleasures and helps them avoid pain and discomfort.

Picking The Topic for Your Ultimate Lead Magnet

The Ultimate Lead Magnet is a bribe to lure qualified cold traffic into your ecosystem, you need it to match the temperature of that traffic at the top of the funnel so you can reach and influence the most potential buyers.

So, how do you pick a topic for your lead magnet?

You’re going to take the most common but immediate problem that your market is experiencing and solve that.

Picking a topic is synonymous with the problem that your lead magnet solves. Identify your customer’s most pervasive and gut-wrenching problem they’re struggling with to boost the pulling power of your lead magnet. 

Tip: Survey your current customers or clients or interview the sales team/customer support.

No one wakes up one day and buys your products out of the blue. You’ll have to seduce them, court them, and when they are all warm and fuzzy—make them an offer they can’t refuse.

Every day new people are entering your market. They enter by either getting triggered by an unconscious problem or frustration that they’re struggling with and becoming conscious of it—then they’ll go looking for a solution, or they get disrupted throughout their day via an ad that wakes them up.

The largest chunk of your TAM are people who are either (1) unaware of their problem or desire,(2) aware but don’t know a solution for their problem, or (3) they’re consciously aware but not looking for a solution. The latter are usually people with higher pain tolerance.

Cold traffic stage of awareness at the top of the funnel falls into one of these categories:

  1. They are unaware of their problem.
  2. They are aware but don’t know there’s a solution.
  3. They are aware of the solution, but are not actively looking for it or sure it’ll work for them.
  4. They are solution-aware but don’t know you or your business exists.

People in categories 3 and 4 are generally more sophisticated. They’ve already seen countless advertisements promising them heaven and giving them hell. They’re likely researching vendors/brands and shopping for the best prices and products. These are the people
the majority of your competitors are aggressively marketing to.

The biggest payoff lies with categories 1 and 2. It’s a blue ocean with the least amount of competition—new people enter the market and you’re right there to guide them from being unaware, to aware and hand them a quick win triggering the law of reciprocity.

They’re going to know, like, and trust you and your business, drastically increasing the probability when they are ready to make a buying decision to buy from you.

That does not mean you’re letting people in categories 3 and 4 go, no, you’re also scooping them up in the same net. Your competitors have tried making them warm and fuzzy with “buy my shit” marketing, making it easier for you to sell them on the back end of your lead magnet.

The topic of your lead magnet is going to act as a lighthouse during a storm. It calls out a specific large pocket of your market.

Here are more ways to find topic ideas:

    • What are the topics they’re interested in? (books, games, podcasts, blogs, magazines, TV/Youtube shows)
    • Who do they follow? (influencers, celebrities, and brands)
    • Where do they hang out? (TikTok, Instagram, communities, forums, Facebook groups, Discord, restaurants, clubs)
    • What are current trends in the market? (not recommended.)

Research what types of books sell on Amazon, and read 1 and 5-star reviews. Go to their favorite influencer or celeb and find the most popular videos. What questions are they asking on forums and Facebook groups?

Step 1: Go to Amazon.
Check out your niche categories and find books that are selling with 200+ reviews.

Take note of how the title and subtitle make you feel, and write them down. Then go read the reviews and find common denominators you can use.

Step 2: Join Forums, Facebook and LinkedIn groups, and/or Discord channels.
Find and join places where they hang out. Take note of frequently asked questions. 

Step 3: Find and check viral videos of brands and influencers on TikTok/Instagram.
Another great way to find topics is to find and research accounts on social media they follow. Go to their most viral videos and theory craft why the video went viral. Influencers (or their agencies) are professionals in writing hooks (headlines that attract attention). Go through the comment sections and find comments that praise or ask questions.

Step 4: Find podcasts or magazines.
Similar to step 3. Magazines are filled with GOLD. Look out for the subtitles “IMMEDIATELY LOST WEIGHT.” Magazine copywriters are extremely skilled at writing headlines that draw the attention of their target market. Not so much the content itself. For podcasts, you want to spend a bit more time and actually go listen at 1.5 – 2x speed. Read their reviews and comments (if on YT).

Step 5: Scour Blogs and Youtube.
Use your search engine of choice or go to YouTube and start typing in search queries related to your topic/niche. Then filter on time and views. Study the hooks and titles of these blogs and videos. You can also use keyword research tools like Answerthepublic and SEMrush to find highly relevant keyword search themes you can use in the title/topic of your lead magnet. 

Following my proven market research steps, you’re going to uncover the most significant problems and burning desires your market faces and helps you come up with the content framework of your lead magnet.

Your Lead Magnet Should Solve One Specific Problem.

The person who chases two rabbits catches neither.

It’s the same with a lead magnet. When you design a lead magnet its content should be organized around solving just one specific problem your market faces. It should have a clear and compelling value proposition that’s easy to grasp and makes it easier for the target audience to understand what they’re going to gain.

When you focus on solving one specific problem for your audience, it tends to increase the number of qualified readers who will consume your lead magnet and experience its benefits.

In addition, when you help your audience solve a specific problem for free, it establishes trust, credibility, and authority in your area of expertise.

When you’re ideating the content of your lead magnet, think about one overlapping problem or challenge that’s causing excruciating pain or irrational desire across all your customer avatars.

What is it that they want?

Find Out What Your Customers (Really) Want.

Ineffectively conveying the  ‘desired result’ of your lead magnet to your market will destroy your conversion rate and return on ad spend.

Find out what drives your customer’s behavior so that when they see your lead magnet, they can’t resist the bribe.

Show them what they want, give them what they need” is the mantra.

You must give them a compelling reason to download and consume. Your customers don’t know what they need or what’s good for them. But they sure do know what they want.

Now, what are the strongest and most believable reasons for them to take action right now?

And what’s the degree of pain felt in their current situation and what’s the cost of inaction going to be?

Think about how badly (and why) they want to solve their problem or achieve a desired result. How does it make them feel if they’re not reaching that outcome? What’s driving their behavior? 

What aspect of their life does your product or service improve?

Does it give them status, better relationships, better health, or increase their wealth?

What is truly motivating their behavior? What other unconscious drivers may feed their desire to get your lead magnet?

Primal brain programming over millions of years through feasts and famines, plenty of death and suffering fused with the primary drive for survival and reproduction leaves us vulnerable to overindulge in the “7-deadly sins.

The 7 deadly sins are extremes on the emotional spectrum that lead to increased quality of life and a higher chance of thriving survivability and replication.

In human nature, we seek an abundance of pleasure or avoid dread and suffering. We desire instant gratification instead of delayed gratification even if the benefit is usually multiplied by two or three—

But what’s even more powerful is if you can uncover and instill one if not more of these emotional “deadly sins” into the big promise of your lead magnet.

  1. How do they get more Love?
  2. Can you feed their Greed?
  3. give them more Status?
  4. Rid them of their Fear?
  5. Help them deal with Guilt?
  6. Boost their Pride?
  7. Assist them in getting Revenge?
  8. Help them be better(off) than their peers?

These are the reasons people buy

More than we’d like to admit, we are forced to use the dark side of psychology to:

  1. Help our audience and customers flourish.
  2. Turn a huge profit in helping them.

Give Them a Quick Win – The “Big Promise” Of Your Lead Magnet.

When you know these behavioral drivers, creating and communicating the big promise of your lead magnet will become 10 times easier because you can speak directly to their brain stem (reptilian brain) and their primate monkey brain (cortex).

For example, here’s how I created one of my lead magnets.

Let’s say you want your business to reach $300,000 per month in revenue via Google Ads but are struggling to scale your ad spend yourself or are stuck hiring and firing expensive agencies that are not up to the task.

If I’d create a lead magnet with the promise “Beginner Guide: 5 tips to get more customers from Google Ads. Step-by-step strategies set up your campaigns for success.” 

Boring! That doesn’t work because no one wants to hear that.

First. It’s not relevant to you because you’re likely not a beginner if your goal is to hit 300K per month in revenue from Google ads alone.

Second. Your head already starts to hurt at the thought of spending hours creating new campaigns (including. landing pages, funnels, etc).

We as humans are conditioned to take the path of least resistance. It’s the same for your customers. 

We’re hardwired for instant gratification—we don’t actually want to do the heavy lifting without an immediate pay-off.

So if I’d promise you Google Ads Opulence. 13 Dirty But Legal Insider Secrets Of A Machiavellian Ad Man To SCALE Profits & DOUBLE Or TRIPLE Conversions From Your Google PPC Campaigns.”

That sounds like something to hand over your contact details for.

The promise of the lead magnet tells what they ‘want to hear.‘

The content gives them what they need.

The big promise of your lead magnet is the outcome your audience will experience post-consummation. A Future paced desire.

You’re handing them a ‘quick win’ on a silver platter by helping them get immediate results.

Picture the outcome after you’ve helped them fix an immediate problem. How would that look for them?

Let’s say you’re sitting down with your ideal customer in a one-on-one setting. What is that one problem you can near instantly fix for free that changes the game for them?

That’s your big promise.

Just like the example I gave you earlier. 

It’s promising my audience a quick win. Literally each secret I share in Google Ads Opulence has a high likelihood of increasing the reader’s profits.

Standing Out From The Crowd.

Coming up with a strong promise of outcome will differentiate your offer from the competition with similar content offerings. 

You need to stand out from all the “me too” stuff your competitors are pushing.

For example: When my competitors are advertising “5 Easy Google Ads Quick Wins to increase your Google ads ROAS by 2x” or “7 ways to double sales from Google Ads.”

and the next… “The Ultimate Google Ads Blueprint.”

However, the content is identical and superficial. Plagiarised, and reworded CrapGPT prompts.

In essence, they all contain the same overused bland “me too” crap. No spice, no cohones, no personality…

People are conditioned to see the same crap over and over again, no matter what market they are in.

Think, “Why would someone go through the process of giving you their name and email address for something that a quick Google search could tell them?”

By offering the same “crap” as most of your competitors do, you’re just going to make them NOT buy from you.

That’s why we’re going nitty-gritty on creating your ultimate lead magnet. Because it’s going to help you scoop up all the cold, warm, and hot traffic in your market who are ready to buy but haven’t found the right brand to buy from.

When you’re giving away information as a value incentive, make sure it’s of substantial and actionable insight, and stands out from all the “me too” stuff.

Here’s why.

People have a shorter amount of time available than ever before and they want everything immediately on impulse and pre-chewed. 

That’s what you’re going to give to them. Nobody is waiting on yet another boring free PDF guide, 10% OFF coupon, or Notion doc.

People have seen hundreds of lead magnets before, and anytime they enter a new market, they’ll get served lead magnets from ads and creators and channels they follow on social media. And most of those are synonym for dog poop.

People are sick of clicking on an ad for a lead magnet promising a desired (or wild) outcome, skimming its content, and seeing the exact same boring peasant-level information they’ve read numerous times.

They aren’t looking for information… they’re looking for action-oriented insight from an authority.

If people could achieve their goals and solve their problems just by Googling, they would’ve done so.

Now you have a raw idea of what you want to accomplish with your lead magnet and how you want to position it in the marketplace.

3. Creating The Ultimate Lead Magnet.

Lead magnets come in multiple forms — webinars, video series, free reports, ebooks, discount codes, and cheatsheets or short PDFs.

But the objective stays the same—to accumulate high numbers of qualified leads from cold traffic and offer your prospects insane value that they would’ve paid money for to sow reciprocity and goodwill.

You’re not going to get people from cold traffic to hop on and watch a 2 hour webinar the first time they see your advertisements. You’ve piqued their interest and woken them up with your ad—now they are in pain and want a fast solution.

Like a free PDF download— A content piece that is of high value/low commitment and prioritizes consumption/convenience.

Something they can consume within 5 minutes, extract all the golden nuggets, and implement

The Title! Naming Your Ultimate Lead Magnet.

You’ve done your research and picked a topic and problem to solve. Now it’s time to turn that into an intriguing title.

Even if the content of your highly valuable lead magnet is the best thing since sliced bread in your market If the title isn’t compelling— no one will opt in and you’re wasting cash advertising it.

“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent 80 cents out of your dollar.” David Ogilvy

That’s how important the title is!

The title of your lead magnet is the leading factor that determines the success of your conversion rate. It’s the irresistible hook that’ll steal their undivided attention and force them to fill in their contact details.

You’ll have to convey what are they going to get, and what it will do for them.

For example.

Title: Google Ads Opulence.

Subtitle: 13 Dirty But Legal Insider Secrets Of A Machiavellian Ad Man To SCALE Profits & DOUBLE Or TRIPLE Conversions From Your Google PPC Campaigns.

Here’s how you come up with the title of your lead magnet.

The counterintuitive approach to crafting an irresistible mouthwatering lead magnet title is to

start by looking at what people are already paying money for, lol.

I know. Mind blown!

Go to Amazon Kindle and check out every $2.99 to $10 ebook in your niche to find out what’s already working.

  • Look for high rankings 
  • high sales.
  • 30-500 reviews.

Put all the books into an Excel or Google Sheets file. Then go back to the ebook pages to study the titles, the covers, the subtitles, the descriptions, and all the reviews.

Tip: Want to take the extra step? Buy the books.

The reviews tell you what people liked and disliked. The title and cover tell you why it attracted attention and sales.

Another great strategy is to find (“anon”) influencers and brands in your niche on X(Twitter), LinkedIn, TikTok, or Instagram, go to their Gumroad sales page, and see what they’re selling.

If they’re currently selling products at $49 to $250 solving a specific problem that costs 1K to outsource, then the perceived value of that solution is one grand.

You’re giving it to them, gratis.

Here’s an example. My competitors are offering $499 to $5,000 courses, mostly all the same. My free Google ads guide will help you get more results than any $500 course out there.

Then I have either helped you do it yourself, or you’re now more likely to ask my agency to do it for you


Here are 3 tips to make your title extra catchy from 1920s-50s copywriting legends:

  1. Irresistible intrigue. The part of the title that’ll Hook their attention.
  2. Shows what they’ll gain. What are the immediate benefits that they’re going to get?
  3. Use numbers. Numbers give your prospects a tangible structure that will be easy to understand.

Now let’s make the title
even more intriguing if possible!

Capture People’s Attention With Ethical Clickbait!

For the name, describe your lead magnet with a clickbait or catchy name. This is an either-or.

Think about wordplays and stereotypical sayings— or stuff you like or are interested in so you can show a bit of your character. 

For me personally, I love the Latin language so I prefer to use Latin words or close derivatives. that’s how I came up with Opulence, meaning great wealth or luxuriousness.

Catches the attention because it is different.

I used ‘Machiavellian ad man’ in the subtitle because 1. I am what’s called a high-empath High-Mach, and 2. It symbolizes what the content is going to teach them. Dark side manipulation tactics and cunning/ethical exploitation of words and behavior to increase their results from their Google Ads.

Dirty but Legal’—shows that it’s on the edge of cheating and morality but totally legal. Stuff they are not getting elsewhere.

For clickbaity titles, I love to keep a swipe file of stuff that got my attention so I can refer to it later. Everyone has seen the clickbait title “BANKS Hate Him! See how this man made $10,000 in an afternoon with 1 simple trick.

Most of my swipes come from 2015 Facebook ads. Where scammers were running scam ads ‘out in the open.’ 

Another place to find great clickbait titles is on mainstream media websites and

Another way to find great title or subtitle ideas is from random viral social posts from everyday people. People who wrote intending to share it just with their friends and family but went crazy viral by accident.

The last thing you can bolt onto your title is a proof of concept model. Here the title conveys that it has been done (many times) before. “How I…” or How [Ideal Customers] Fixed [Problem] With [offer]Think of titles that are built to satisfy the desire for convenience. Think Bigger, Faster, Better — but be able to back up your claims!

Outline The Content of Your Ultimate Lead Magnet

You’ve picked a problem to fix that will create a new problem and leaves the reader open for your paid products and services. You’ve crafted an intriguing title—now it’s time to reverse-engineer that into the content outline.

Here’s how to construct a lead magnet:

#1. Introduction
A short story that builds a connection with the reader.

#2. The content.
The shit you give them that they need to get the benefits.

#3. Offer + The Call to Action.
What they need to do next.

#4. The Climax.
Motivate them to do the thing you told them with emotional triggers.

Before diving straight into teaching. You want to start with an introduction. A short story about yourself. This is to build a relationship with your readers and give them a sense of  “Hey, you’re just like me.”

Here you tell your story and the story of how the content they’re about to consume affected yourself. 

Share your experience before (in pain and frustrated), and your experience after getting the result (happy + benefit). This way you’re establishing know, like, and trust.

Tip: Add testimonials if applicable.

For the content. Create a 3 to 5-point outline of how the reader can fix his problem or achieve his desired result step-by-step.

At the end. Urge them to implement all the insights you’ve shared with them. 

Next up is the offer and call to action. You’re not in the charity business. You need cash. The offer is the next best thing they need to do to solve their next problem or achieve their current desired result faster.

If your lead magnet taught them how to gain muscle as a noob, Step 1 is to take 5 grams of creatine per day. Step 5 is to eat enough calories from quality foods. Then your offer could be a whey, creatine + amino stack, with a pre-workout upsell.

Here people who are considered impulse buyers and left-brained people whose dominant thinking is more logical are going to just say “Damn, this makes sense” and take action.

Lastly, The Climax. This is where you’re going to push the emotional triggers of the more skeptical reader to make a decision.

You’re going to share a personal story of your life and reframe that to the reader in his current situation. 

Example: I wanted to gain muscle but it took me 2 years of daily contemplating of going to the gym before I finally pulled the trigger and went to the gym. Now I’ve not just wasted 2 years of lost progress, but all the awesome experiences I’ve gained from getting rid of depression and becoming more confident and stronger I could have had way earlier. I even made it my profession to train people and make money from my passion.

Don’t be a donkey and learn from my mistakes. [Restate the call to action.]

Some best practices:
– Keep it relevant.
– Make it unique.
– Deliver great value.
– Advance the sale (CTA).
– Make it easy to consume.
– Deliver on your big promise.
– Position yourself as the authority expert.
– Keep it Short, Action-oriented, and Goal-oriented.
– Break up into “chunks” that follow your delivery method.

Wrapping Up

Your ultimate lead magnet will be one of the biggest assets for your business that you’re going to create.

It’s going to be an asset that has the potential to scale your business by ‘creating’ new customers at will. 

Hooking the attention of people who are ice cold—meaning they’re unaware of a problem or desire they unconsciously crave to solve or fulfill. You simply pique their curiosity and voilá they’re activated and in your omnipresent ecosystem.

sometimes it takes a few tries and flops to find your ultimate lead magnet.

Make sure to count your ad spend, optin leads, new sales or appointments, and positive replies (soft testimonials). Those are the metrics you want to keep track of.

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