How to create a lead magnet that gives value and helps build your email list (aka a freebie that actually works!)

I see this ALL the time…

You’re showing up on Instagram. 

You’re posting value-packed content. 

You’re telling your story. You might even have a beautifully crafted offer waiting in the wings.

But the bookings? The client enquiries? The “I saw your post and had to work with you!” moments? They’re... slower than expected.

And it’s because of what most coaches don’t realise until later: Your content is the spark, sure…

…but your email list is the fire.

Content will only get you so far, and if you think about it, you don’t own that audience. 

If Instagram shuts down tomorrow, that’s it.

Curtain closed.

You won’t know how to find your audience again, and they won’t know how to find you.

If you’re serious about building a sustainable coaching business, email marketing isn’t optional. And the gateway to that entire ecosystem? 

Your lead magnet.

What even is a lead magnet?

A lead magnet is a free, valuable resource you offer in exchange for someone’s email address. 

Think: a quick win.

A solution to one very specific problem your ideal client is facing.

It might be a checklist, workbook, script, audio, mini training, quiz, or set of journal prompts. 

It doesn’t need to be long. It doesn’t need to be complicated. But it does need to be helpful, actionable, and relevant to what you actually offer.

Why you need a lead magnet if you’re building an email list

People aren’t just going to hand over their email address because you’re lovely (even though you are).

They’re bombarded with content, requests, and opt-ins every day.

So your lead magnet has to give them a clear, quick reason to say yes.

A great lead magnet:

• Filters in your ideal clients

• Positions you as someone who solves problems

• Builds trust before you ever make an offer

• Starts a meaningful relationship that can lead to long-term clients

And once you have them on your list… That’s where the real magic starts.

Why email marketing matters (more than you think)

Let’s talk numbers for a moment.

According to HubSpot, email generates $42 for every $1 spent, making it one of the most effective marketing tools out there.

A study by Campaign Monitor found that marketers who send regular emails see 760% more revenue from their email campaigns.

And when it comes to nurturing leads, email is 40 times more effective than social media, according to McKinsey & Company.

Here’s what that means for you:

• Email gives you control over your communication. No algorithm. No shadowbans. No wondering if your dream client even saw your post.

• It’s more personal. You’re not fighting for attention in a scroll, which means that you’re landing directly in their inbox.

• And it’s long-game friendly. You can tell stories. You can teach. You can invite. You can sell. Not all in one email, but over time, and in your voice.

If you’re not using email to nurture your audience, you're leaving revenue (and real relationships) on the table.

The problem is most lead magnets don’t work

A lot of people get excited about email marketing... 

They spend hours on welcome sequences. They polish their landing pages. They build automations.

But they rush the lead magnet.

They don’t realise the copy IN the lead magnet is important.

Your lead magnet is the entry point to everything else. If it’s weak, the rest of your funnel won’t even get a chance to shine.

Here are some of the most common mistakes I see…

Too broad: A freebie titled “How to Transform Your Life” might sound juicy, but it’s vague. People don’t know what they’re getting, so they don’t sign up.

Too long: If it takes two hours to read, no one’s finishing it, and they’re certainly not taking action.

Too disconnected: A lot of freebies have nothing to do with the paid offer. If your lead magnet doesn’t lead somewhere logical, it becomes a dead end.

Too much. Your lead magnet isn’t meant to give away your whole process. It’s meant to start a conversation…not finish one.

5 tips for creating a magnetic lead magnet

Here’s what makes a lead magnet actually convert:

1. Solve one problem. Be specific. Not “How to live your best life”, but “How to set boundaries with your clients without guilt.”

   
   

2. Give a quick win. Don’t overwhelm your audience with 37 pages of content. Help them get a result fast.

   
   

3. Connect it to your offer. Your lead magnet should naturally lead to your paid service or offer. Make it part of a journey, not a detour.

   
   

4. Keep it beautiful AND on brand. You don’t need a designer, but Canva is your best friend. A polished, visually clear freebie goes a long way.

   
   

5. Inject your voice. This is their first impression of you. Don’t be afraid to sound like you. Share a little story. Be human. Make it feel like a conversation.

What comes next?

There’s so much more I want to show you, like how to choose the right lead magnet format for your audience, how to map out the journey from freebie to client, and how to write a lead magnet that feels valuable without giving away your entire process.

So I’ve created a free in-depth training that will take you through each step and show you how to create a lead magnet that not only impresses but also primes people to buy!

Watch the training below...

And start creating lead magnets... that LEAD!