What A Lead Magnet Is & How To Use It To Grow Your Email List | Nashville Branding Photographer | Dolly DeLong Photography • Dolly DeLong Photography

June 15, 2020

What A Lead Magnet Is & How To Use It To Grow Your Email List | Nashville Branding Photographer | Dolly DeLong Photography

What A Lead Magnet Is & How To Use It To Grow Your Email List | Nashville Branding Photographer | Dolly DeLong Photography

What A Lead Magnet Is & How To Use It To Grow Your Email List by Dolly DeLong Photography Nashville Branding Photographer

If you’ve been around my business for a bit, you’ve probably heard me talking about lead magnets. They’re one of my favorite marketing tools because they are useful, flexible, and totally customizable for your unique business. But if you’ve heard me mention these powerful tools and always wondered, “What does Dolly even mean when she says lead magnet?!” then this post is for you. I’m breaking down what a lead magnet is, why you should use them, and how to create one for yourself. So settle in and get comfy, we’ve got a lot to learn!

What is a lead magnet?

A lead magnet is an incentive that business owners offer for free to a potential buyer in exchange for the buyer’s email address or other contact information. 

Lead magnets usually offer downloadable content, like a PDF checklist, ebook, or video. Sometimes a lead magnet could even involve a free 1:1 call. The specifics of what your lead magnet offers depend largely on your business and what you’re trying to sell, but regardless of what you offer – it needs to be valuable.

Oh, and lead magnets go by lots of nicknames. To keep things consistent, I’m just calling them lead magnets, but in other places you may hear them referred to as: freebies, opt-in incentives, killer bribes, irresistible bribes, or any other number of names. 

Why do I need a lead magnet?

Well, if you’re depending on a little sign-up box on your website to build your email list… you’re going to be waiting a loooooong time for that list to grow. While some people will sign up for your email list through your website, that conversion rate is super low. We’re talking around 3% of your website visitors. 

So what’s a savvy business owner to do? You know your email list is gold when it comes to selling your offers… but how are you supposed to get anyone on your list?


Enter: the lead magnet.

It’s kind of a superhero when it comes to email list building. 


Lead magnets:

  • Offer value and begin to build the know-like-trust factor with potential clients.

When you have a super valuable lead magnet, people are impressed. If she’s giving this away for free, imagine what her paid content is like? If you inject your personality, knowledge, and authority into your lead magnet, it also goes a long way to prove that you know what you’re talking about. Bonus points if you can make your lead magnet feel fun and personable on top of bringing lots of value.

  • Create relationships with potential clients. 

Once someone has taken action – downloaded your lead magnet – they’re much more likely to take action on your offers again, and the next time it should involve buying something. When a potential client learns, grows, or makes important changes based on your lead magnet, they feel connected to you. That’s a huge win when it comes to future sales!

  • Get potential clients on your email list.

Once someone enters their info to download your free lead magnet, they’ll start getting your emails. You now have the power to contact them directly!

  • Put potential clients into your sales funnel.

Most people aren’t going to buy from you immediately. They need time to get to know you, like you and trust you. When someone downloads your lead magnet, they should enter into a strategically designed sales funnel. This includes things like a welcome or nurture sequence and targeted content that warms up your audience, establishes your authority, and helps them feel comfortable before you pitch them your offer or product.

How do I create a lead magnet?

OK, Dolly, you sold me! I see the power of the lead magnet… but how do I actually make one?

I go DEEP into this with all the details, tutorials, and examples in my new course, The Revolutionary Lab.  There is ONE whole module dedicated just to lead magnets because they are so important and there’s a lot to learn! I even show you 20+ examples of a lead magnets you could create in under an hour… yeah, this course is pretty incredible!

But in this blog post I’m going to share with you my best tool and secret to creating value-packed lead magnets that look and feel professional: Canva.

This design tool is FREE (there is a paid version, but you can do almost everything you need to do with the free one) and it’s a powerhouse.

Two notes about creating your lead magnet: 

-It’s OK to be inspired by people in your industry, but please don’t ever directly copy someone. That’s not cool.

-Remember to use your free content to cover the what and the why, but don’t give away the how. You want to provide enough value, maybe just start to uncover the how, but that’s what you want people to pay for. So while your lead magnet should be really valuable and useful, you don’t want to share too much. That’s what you’re leading people to pay you for!

And because I love sharing the great lead magnets I find, here are some of my favorites! I’ve happily joined these email lists because these business owners are constantly delivering valuable content and helping me grow my own business. 

1. This one is actually mine, but it’s too good not to share! 🙂 Click here to learn how to get better SEO results with blogging! (This is a fan fave and one of my most downloaded lead magnets ever.)

2. This one is from Elizabeth McCravy and is a fun example of using a quiz as a lead magnet! Click here to match your personality to your perfect website template!

3. Here’s an awesome lead magnet from Davey and Krista. Click here to learn the art of the follow-up so you can reach out (and book!) potential clients who are ghosting you.

4. This lead magnet is from Emily Writes Well, a copywriter who provides tons of free writing tips and helps business owners (like me!) who struggle with finding the right words. Click here to download her free brand voice guide to help you identify your unique brand voice and use it to land your dream clients.

5. Here’s a fabulous lead magnet from Vanessa Kynes. You guys know I love all things Pinterest, and this free resource from Vanessa is amazing. Click here to get your step-by-step guide to setting up Pinterest for your business

Now that you know how powerful, useful, and necessary a good lead magnet is – go create your own! 

Did you enjoy this post? Please save it (or share it) on Pinterest!

What A Lead Magnet Is & How To Use It To Grow Your Email List by Dolly DeLong Photography Nashville Branding Photographer

Still Feeling Stuck?

If you’re still feeling like you need some help understanding the ins and outs of the lead magnet, you can click on over to enroll in my course – The Revolutionary Lab. We cover lead magnets and how to create them, along with everything that comes after you use your lead magnet to get potential clients onto your email list. It’s truly designed to revolutionize your business ESP if you are a new business owner wearing 25,000 hats as a solopreneur. 

The Revolutionary Lab by Dolly DeLong Education

Meet Your Friendly Nashville Branding Photographer & Small Business Owner

Dolly DeLong a nashville branding photographer standing in 12th south nashville smiling at camera

Dolly DeLong is a Nashville-based family, elopement, & branding photographer and a business educator & encourager.  Dolly loves serving families, eloping couples, and business owners with her timeless, radiant photography.  She loves capturing the joy and emotion in both digital and film photos.

She also has a heart for serving the larger business community. Dolly shares her knowledge of tools like Pinterest, email marketing, and time management with fellow business owners in an encouraging and supportive way through Pinterest 1:1 training, helpful blog posts, and other resources.

Dolly’s faith and love for her family motivate her to help other business owners find the joy and freedom she’s found in running a successful small business.

Whenever she has a spare moment, she enjoys watching TV (i.e. Survivor), eating way too many sweets, and listening to podcasts while running or walking. To work with Dolly DeLong Photography LLC, please email her at thedollydelong@gmail.com or fill out her contact form here.

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