Want a Lead Magnet That Gets Clients? Use My 5-Part Formula

You’ve heard it before: “Create a lead magnet to grow your list!”

But if you’ve ever followed that advice, you’ve likely wondered: Is this actually worth it? Will this really bring in clients, or just more crickets?

After 11+ years of creating lead magnets for my own business (and helping my clients do the same), I’ve learned a simple truth:

The freebie itself isn’t magic. But a smart one? That can change your business.

Some of the lead magnets I’ve created flopped. Others quietly became assets that generated hundreds of thousands of dollars, opened doors to new opportunities, and sparked countless new client conversations.

What’s the difference?

It’s not the format.

(It’s not that checklists are better than eBooks, or classes beat quizzes.)

It’s the function—how well your freebie supports your actual business goals.

That’s why I created what I now call 🤓 The Smart Freebie Formula: 5 things your lead magnet must do to be worth your time to create, valuable enough to share, and targeted enough to get real results.

Whether you’ve never created a freebie or have one collecting dust, here’s what to focus on:

✅ 1. Solve One Tiny, Specific Problem

Your freebie shouldn’t try to solve your client’s big problem—the one they hire you for. Instead, focus on one very small, specific piece they’re already aware of and eager to solve. The more precise the problem, the more powerful the pull.

✅ 2. Give a Quick Win (Without Giving Everything Away)

Your freebie should offer value—but not your full process. If you completely solve the problem in the freebie (or give that impression), they may not need to hire you. Instead, give them momentum and clarity while pointing toward what’s next.

✅ 3. Feel Safe and Simple to Sign Up For

A big reason lead magnets don’t convert? They feel overwhelming, risky, or confusing given their own personal or professional situation.

Make sure your freebie is clearly explained, easy to access, and feels like a low-stakes YES for your ideal client’s current mindset (example: Not just speakers, but speakers who are nervous about their current messaging. Not just career professionals job searching, but folks who haven't yet told anyone they're looking).

✅ 4. Be Quick to Try

Most people won’t read a 30-page eBook. Design your freebie to be usable in 5 minutes or less. Think: checklists, templates, short videos—bite-sized tools that get eyes and action, fast.

✅ 5. Get Shared Regularly

A lead magnet that sits on your site and collects dust isn’t an asset—it’s a placeholder.

Instead, the most successful freebies are cleverly integrated into your networking, your podcasting guest spots, your email signature, your speaking engagements, and more. Keep bringing it up. Keep using it. Marketing doesn’t stop once it’s made.

💡 Real Talk: One Small Shift Took My Freebie From 7% to 60% Conversion

In a recent update to one of my tools (The Referral Message Creator™), I studied the reception and made one subtle change in how I structured the signup process, and that has increased conversions by over 50%.

This is the power of the Smart Freebie Formula in action.

If this is getting your wheels turning, whether you’re dreaming up your first lead magnet or starting to side-eye the one you’ve already got, I walk through all of this (with stories and examples) in the latest episode of my podcast:

🎧 5 Keys to a Lead Magnet That Actually Gets Clients (Not Just Downloads) 🎙️ Listen or read here →

✨ Question for you! What’s the best freebie you’ve ever downloaded—and why did you love it so much?

I’d love to hear about it! 👇

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