If there’s one thing we recommend over and over again to anyone dipping their toes into the Facebook ads world, it’s to create a lead magnet (or freebie) to run ads to.

However, if there’s a question I get over and over again (and trust me, a question I’ve asked myself many times, too), it’s this: what the heck kind of lead magnet am I supposed to create?!

I get it. So, to kick off your Facebook ads journey with a bang, I wanted to share some of my very, very favorite ways to make your lead magnet a creative, irresistible, must-click tool for your business!

First off… what’s a lead magnet?
If you’re not super familiar with digital marketing speak, you may not be too sure of what a lead magnet is… often also known as a freebie. Here’s the official definition: A lead magnet is simply a free, valuable resource that you hand over in exchange for someone’s email address. 

And, here’s my favorite way to describe it: a lead magnet is going to be a resource (anything from a quiz to an ebook to a free class to a downloadable) that people have to give you their email to receive. (AKA, a magnet for leads.)

Think of any time you’ve ever dropped your email to snag access to a grocery list, a playlist, anything — that’s a lead magnet! These are mega important to your success online when it comes to building up your contact list (usually your email), and they’re how you start to create an audience of people who are excited to learn from you.

3 tips for making the most out of your lead magnets

When you create a lead magnet that people really and truly want, you can scale your email list quickly. The key: making it legitimately valuable (don’t create a lead magnet that actually provides nothing… if you do this, people won’t care to invest in your actual $ costing products) AND making it easily digestible. Here’s how to do it:

1. Create something YOUR audience wants to see.

The best way to encourage people to sign up for your lead magnet is by making it hyper-customized to the things they want to see from you — so do a little research!

Some ideas: Are you a nutritionist and you know they want to see a Whole Foods grocery list from you? Are you a productivity expert and you know they’d love to see a BTS video of your Google Cal organization process? Are they looking at you to help them name their services and know they’d love an easy template to try themselves?

2. Make it easily digestible.

When you’re creating a lead magnet, remember that it should just be a taste of what you can give someone — not the whole sandwich! If you’re considering making your lead magnet a 45-minute video or a 100-page ebook, I’d encourage you to cut it down into something more digestible and easy to create. This makes it easier for your audience to find value from, and it also makes it a lot more worth *your* time.

Then, once your audience is bought in with the taste you’re giving them — for example, your Whole Foods grocery list — they can actually pay you for a 1-hour nutrition consult. Don’t give away the whole sandwich!

3. Have a nurture and conversion plan in mind. 

A really common mistake that I see is people creating a killer lead magnet… only to send it and then never be seen again (until it’s time to sell something). Don’t fall into this trap! Instead, be really intentional about nurturing those leads of yours — whether it’s through an email funnel attached to your freebie, an email newsletter, or an ads campaign — and make sure that you become a regular, trusted expert for your audience.

Without that, you run the risk of alienating your list when it’s time to launch something — and it’s why a lot of people tend to see such high unsubscribe rates from their lists. Nurturing is important! 

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More than anything, my friend, I want you to remember this: you have something INNATELY special and worth teaching within you. What is it? How can you show it? That’s exactly how you create a lead magnet. Really — it’s that simple.