How to attract clients

So, If you don’t have a lead magnet or you don’t have a good one, this article will inspire you to take action and create a powerful lead magnet and this can be life changing for your business.

Here are 6 ideas for creating an effective lead magnet to attract your ideal clients.

People often get stuck with the idea of what they should give away for free. Often my clients ask me:

“how do I come with the idea for a lead magnet?”

Before I share the different type of lead magnet first you need to be clear on who your ideal client is and what problems they have. Next, ask yourself

“What are the 3 problems my ideal client have”.

Then pick one of them and then build a shortlist of things they should do to solve this problem.

This will be the content for your lead magnet.

What Is a Lead Magnet?

A lead magnet is a free offer/content given away to your ideal clients in exchange for their email address.

Lead magnet it’s all about attracting your ideal clients by giving them something of value, getting them to ‘opt-in’ to receive more information from you.

Once they have given you their email address and permission to begin a professional relationship, you can then market to them time and time again, it builds your credibility, builds trust.

We need to remember that visitors rarely purchase your services the first time they visit your site, mainly because they don’t know who you are or your potential value to them.

Most people today are so inundated with emails, newsletters and offer advertisements that the
lead magnet must be a genuinely great value to get people to add one more email to their inbox.

So what’s the best type of lead magnet or a free gift?

Like so many questions in business, the answer is … it depends.

Whichever lead magnet you decide to do make sure you Create an eye-catching title and compelling bullet points telling why visitors would want your gift.

Here are 6 types of a lead magnet (or free gift) and how to decide which one is right for you:


People love to self-categorise. An assessment can help a potential client get in touch with their problem or pain (e.g. Are you suffering from adrenalin fatigue?

Take this assessment to find out) Use this kind of lead magnet, freebie is immensely popular right now and it’s a natural introduction to the offer of free consultation to discuss their results.

If your sales come from freebee consultation and helping people understand their challenges and is part of your sales process, this is a great lead magnet for you.


Anything that saves people time is useful.

A checklist or cheat sheet is one of the lead magnets to enable your potential clients to take action quickly and complete the first step on the journey to buying your paid service/product.

And if they experience quick results with your free offer, they’re more likely to buy your paid service/product.

An example of this kind of lead magnet is The Mover’s Checklist: 15 tips to have a great moving experience.

It lets your clients know how much there is for them to do, so they more eagerly seek your help. This type of lead magnet is great for a “done for you” or “done with your business”.


Reports and guides are among the most common types of Lead Magnets. The special report (sometimes called white paper) gives your client valuable information while explaining why they need the service that you provide.

Great formats for a special report title include “The 3 big mistakes that (target market) make that (cause problem)”. Or Top 5 secrets for (getting an outcome) …

If educating your audience is an important part of getting new clients, this lead magnet can work very well for your business.


If you don’t want to spend time creating written products or videos, you can offer a free no-obligation consultation.

This is a great way to connect with potential clients on a 1:1 basis, and all it requires is a scheduling service such as Calendly, a video call Zoom.

You should be clear about what you promise to deliver during your consultation. Offering free session/ consultation as a consultant, Coach or Therapist can have mixed results.

Here are some tips:

A well-done free session does not solve the prospective client problem, instead, it helps to analyse the challenges. Then the prospect can make a good decision about whether to move forward with your service. There is huge value in just identifying challenges/problems. Don’t call it a free session because then it has no value, Instead, give it a name and benefits.


I‘m happy to offer you a “Health optimisation session” where we’ll look at the 4things that may be
negatively impacting your health and the no 1 thing you need to do to move forward”

I ‘m happy to offer you “a Business Booster session “where we’ll look at the 3 things that might be
missing in your business or thing that may hold your business back and the no 1 thing you need
to do to move forward.

When you offer a “diagnostic” session/consultation like this, it helps educate your prospective
client on why they need you.

Free training. Videos, workbooks, a combination of these tools or free training delivered through
emails make for a great lead magnet. Think about problems that require multiple steps for your
clients to solve. These can make ideal step-by-step training products for your lead magnet.


When you want to give a prospective client experience of you, using audio, video or a series of audios and videos can be valuable. One example is the yoga postures video. or meditation audio,

Often one (tip be sure you keep the length relatively short- less than 10 min is a good idea) While series used to be more popular, generally the shorter a lead magnet can be, the better.

So, don’t feel like you have to give a series or long audio or video. Often one well done 10 min audio
or video will be a great gift, if you do offer a series, keep each video short and consumable.


Cheat sheets and handouts work well. They have a different “feel” to them than reports or guides.
They are generally short (one page or so) and help clients solve a specific problem. You can deliver these as checklists, worksheets, or blueprints.

Because they are short, design counts, so you might want to hire a professional graphic designer
to make your cheat sheet look stunning.

Templates. Free templates are extremely popular and generate lots of leads. Service providers such as designers often use free templates as lead magnets as they are a great way to demonstrate the quality of their products.

Make sure your template supports what you are selling and doesn’t replace it. For example, if you offer social media consulting services, a free Facebook ad template or graphic generator for a Facebook profile page might be a good lead magnet.

Let’s summarise what Makes a Good Lead Magnet?

There are 6 things that your lead magnet should do if you want it to be irresistible:

  • Solves a real problem – give them something they really want.
  • Promises one quick win – your lead magnet should promise (and deliver) at least one quick win for your ideal client.
  • Specific –The more specific you are about the benefit of your lead magnet, the better it will convert leads. Do not create a lead magnet about something general.
  • Quick to digest – PDF checklists tend to convert well because they are so quick and easy to digest. lengthy reports may make your prospects feel overwhelmed. That’s why I wouldn’t recommend, for example, a mini-course delivered over 14 days or a 200-page eBook as a Lead magnet.
  • High value – your lead magnet should have both high perceived value and high actual value.
  • Instantly accessible – your lead magnet will work best if it is something that can be delivered right away. People love instant gratification.
Regardless of which lead magnet idea you use, make sure that you also do those steps:
  1. Create an eye-catching title and compelling bullet points telling why visitors would want your gift
  2. If possible, use client experiences, or your experiences, in the lead magnet, so the reader will know how people have worked with you
  3. Put a CTA (Call to Action) in the lead magnet, telling the prospective client how to take the next step with you. This might be an invitation to email you, or call you or a calendar link to schedule a time to chat (unless you’re using lead magnet no 4
  4. Put your lead magnet out there!

All of these free Led magnets can be offered in the following ways:

  • On a page on your website
  • During the networking event
  • When you speak to groups
  • On a standalone landing page

If you are serious about making more money in your business and attracting a steady flow of your
ideal client, getting the right support is essential. You can sign up for a Business Acceleration call
and find out what might be missing in your business or what may be holding you back from
achieving your business goals.
Click to apply for a FREE 30min Biz Acceleration call – with Margret.


Margaret Gillen is a Client Attraction Expert | Business Coach.
I coach women who are building a thriving business around their expertise. I specialise in areas: women charging what they worth, how to package their expertise and their service that increase their income, make their business easier, and give them more freedom.