The 5 Rules of Value for Killer Lead Magnets
The value of a lead magnet comes down to one thing: how much someone thinks it's worth to them.
If you want your lead magnet to land, try to hit these five dimensions of value:
1. Scarcity: Make It Feel Rare
The rarer it feels, the more valuable it is. Position your lead magnet as something people can't find anywhere else—insider knowledge or something they wouldn't get by Googling. Considerable experience, knowledge, research, or spend would be needed to replicate the information.
Example:
"The exact [framework/tool] [key person/company] uses to [achieve big result]—you won’t find this freely available online."
2. Relevance: Solve Their Exact Problem
Focus your lead magnet on one specific problem your audience has. The closer it is to their pain point or goal, the more they'll want it. Broad content feels less valuable. Specificity wins.
Example:
"For coaches struggling with no-show clients: a framework to lock in confirmed calls."
3. Immediate Utility: Make It Actionable Now
Your lead magnet should deliver instant results. No waiting, no learning curve. Give them something they can use right away.
Example:
"Copy-paste email templates that get replies today."
4. Time Savings: Show How It Saves Effort
Time is money. If your lead magnet helps them do something faster, easier, or with less hassle, its value shoots up. People crave shortcuts that get results fast.
Example:
"Build a LinkedIn lead-gen funnel in under 30 minutes—without a designer or developer."
5. Money: Tie It to a Financial Outcome
If your lead magnet helps them save money, make money, or avoid losing money, it becomes a no-brainer. Quantify the financial impact whenever you can.
Example:
"How to save $5k in ad spend by fixing one mistake in your funnel."
How to Make Lead Magnets That Hit
Use this checklist when designing your lead magnet:
- Scarcity: Does it feel exclusive or hard to find?
- Relevance: Does it solve a problem that feels personal and urgent?
- Immediate Utility: Will the user gain something tangible or actionable right away?
- Time Savings: Does it reduce steps, effort, or decision fatigue?
- Money: Can it save or make the user real money?
The best lead magnets tick all five boxes. They feel rare, relevant, easy to use, time-saving, and tied to financial impact.
Nail these five rules, and your lead magnet will drive leads—and sales.