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Hi, I’m Paige. Funnel Strategist, Conversion Copywriter and founder of The Impact Copywriter. In this video, I want to talk to you about lead magnets.

Most business owners with the basic understanding of marketing understand the importance of a lead magnet.

In a nutshell, it’s something you offer for free in exchange for a bit of information. It’s usually an email address.

It helps you add subscribers to grow your email list, aka your lead base so that you can sell them stuff later, but…

That’s just one role of the lead magnet.

That’s its functional role. It also has a very strategic role.

The problem is this. If you’re using a lead magnet that’s not strategic, you’re building an email list full of people, a lead base full of people who are not the right fit for your business and they’re not going to buy from you later on.

If right now that sounds like eerily like your email list, that you have a bunch of people who just won’t buy from you and you can’t figure out why, I urge you to take a critical look at your lead magnet.

Now that I have your attention…

Let’s dive into what you need to have a strategic lead magnet.

The role of a strategic lead magnet is to attract the right people to your business and convert those web visitors into subscribers.

The right people are those who are already interested in a topic, a problem, or a goal that your service or product or anything you’re offering is eventually going to help them.

For example, if you were selling a weight loss or fitness product, you might have a lead magnet that is goal related, so how to lose 10 pounds in 30 days.

You might have a lead magnet that’s problem-related, how to, or why aren’t your abs flat yet? That’s diagnosing a problem and leading into a solution.

Or you might have something that’s just topic related. 10 easy to do at home weight training exercises you can do without any equipment, something like that.

The important thing here is that the topic of your lead magnet…

or the title of your lead magnet is related to what you plan to sell later, either by topic, by problem, or by goal. When I’m planning lead magnets, I like to picture a target like the ones you shoot darts at. At the center is the bullseye. That’s where your core service lives, your core product lives.

You want to create a lead magnet that’s also at the center of that bullseye.

If you’re creating lead magnets that are at the edge of the dartboard, then you’re just not being strategic. They’re too far removed from what you’re trying to sell later on and you won’t be attracting the right people into your funnel and onto your email list.

The bottom line is this:

Your lead magnets role is not only to capture email addresses, it’s also to attract the right people.

That means it has to be related to what you plan to sell, either by topic, by problem, or by goal. And if you’re not being strategic, you’re going to fill your email list, aka your lead base, with the wrong type of people, and you’re going to be struggling, frustrated and wondering why people just won’t buy from you.

If you’re having those problems, take a strong, hard look at the lead magnet you’re using to grow your email list.

Finally, if you’d like help planning, building, or launching a lead magnet and a lead gen funnel to attract the right leads to your business and turn those visitors into subscribers, then come on over to and start a project discussion with me.