April 11, 2025 • 11 mins
Crafting Irresistible Lead Magnets: The Dirty Dozen Ideas
Want a copy of the book? Go to: PlatformGrowthBooks.com
In this episode of the Market Year Message Show, host Jonathan Milligan introduces Chapter 3 from his book 'Build Your Audience,' focusing on the importance of creating attractive lead magnets. Jonathan shares 12 innovative ideas, dubbed 'The Dirty Dozen,' that can help bloggers, coaches, and entrepreneurs grow their email lists effectively. He emphasizes simplicity, value, and catering to different learning styles while creating lead magnets. The episode also includes practical steps for listeners to create their own lead magnets, transforming theory into actionable practice.
00:00 Welcome to the Market Year Message Show
00:31 Introduction to Lead Magnets
01:24 The Trojan Horse Analogy
03:04 Common Lead Magnet Pitfalls
04:25 Crafting Effective Lead Magnets
05:15 The Dirty Dozen: 12 Lead Magnet Ideas
09:57 Creating Your Own Lead Magnet
11:25 Key Takeaways and Final Thoughts
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 8 (00:00):
Hello and welcome to the Market Year Message Show.
I'm your host, JonathanMilligan.
And our goal here is simple.
We wanna help you discover yourunique gift, discover your
audience, and build a businessonline with your writing,
coaching, teaching, yourspeaking.
So we are gonna continue theseries we're in.
(00:20):
From my book called Build YourAudience, and I'm making
available for free the abilityto listen to the audio book with
just a little bit of commentaryto help.
Now we're diving in today into afundamental chapter.
It's chapter three from the bookon creating an attractive lead
magnet.
And in it, I'm gonna share withyou what I call the dirty dozen,
(00:42):
my 12 favorite ideas forbuilding lead magnets.
And you can create these reallyquickly, but they're still one
of the best ways to grow anemail list.
So if you want to get alsoaccess to the print book, the
hardcover, the workbook thatcomes with it.
Or you just wanna listen to theaudio book all by itself, then
(01:04):
hop over to platform growthbooks.com and you can order the
whole series.
You can order just this book andyou can use it and follow along
with this podcast.
So without further ado, let'sjump into my favorite ways to
create Lead Magnets.
Speaker 5 (01:21):
Chapter three, create an attractive Lead magnet.
The Dirty Dozen, a massivewooden horse gleaming in the
sunlight outside Troy'simpenetrable walls a gift.
The Trojans thought.
Little did they know that thisgenerous offering would be their
downfall.
For 10 long years, the Greekshad besieged.
Troy no battering Ram couldbreach its defenses.
(01:44):
No amount of strength couldtopple its towers.
Then Odysseus had an idea, alight bulb moment, if you will.
What if we could get them toinvite us in?
And so the Trojan horse was borna beautiful, intricately carved
wooden horse, large enough tohide a small army inside the
Greeks, left it outside Troy'sgates and pretended to sail
away.
(02:04):
The Trojans curious andflattered wheeled the horse
inside their city.
Greek soldiers poured out of thehorse that night, opened the
gates, and Troy fell.
You might be thinking.
What's this got to do with myblog?
Everything.
The Trojan Horse is the originallead magnet.
It was attractive promised valueand got the Greeks exactly where
(02:27):
they wanted to be inside thegates.
Your lead magnets are yourmodern day Trojan horses.
They're your ticket into themost valuable real estate in the
digital world, your audience'sinbox.
But here's the twist.
Unlike the Greeks, you're notout to conquer.
You're offering real value.
(02:47):
Your lead magnets are gifts thatkeep on giving, building trust,
and establishing your expertise.
So are you ready to craft yourown Trojan horse?
Let's dive in.
We will learn to createirresistible lead magnets.
Your audience will be clickingthe subscribe button in no time.
The lead magnet trap, are youfalling for it?
(03:07):
Let's face it.
Many bloggers and entrepreneursare failing when it comes to
lead magnets.
They're ignoring them.
Making dull freebies or gettingtoo complex.
The overlooks, some folks are sofocused on pumping out content
that they forget about leadmagnets altogether.
It's like throwing a party andforgetting to send out
(03:28):
invitations.
A few people might stumble in,but you're missing out on the
actual crowd, the genericgenerators.
Then some slap together.
A quick one size fits allfreebie.
How to cook a tasty dinner mightsound good, but it's about as
exciting as plain toast.
Your audience is hungry for agourmet meal, not leftover
crumbs.
(03:48):
The perfectionists on the flipside, we've got the
perfectionist.
They're crafting the Mona Lisaof lead magnets pouring hours
into every detail.
Admirable, but are they missingthe forest for the trees?
Why these approaches fall flat,generic doesn't cut it anymore.
Your lead magnet must be alighthouse, not another wave in
(04:10):
a sea of content.
Low value freebies, they're likecheap party favors, forgotten as
soon as received.
And those overly complexcreations they might impress,
but they can overwhelm youraudience and drain your time.
So what's the secret sauce?
Keep it simple.
Make it valuable.
(04:30):
I.
Think of your lead magnet as asample platter.
It should give your audience ataste of your expertise and
leave them satisfied, but stillhungry For more, how Focus on
solving one specific problemYour audience has pain points.
Be the aspirin.
Mix it up.
Some people love to read.
Others prefer to listen orwatch.
(04:53):
Cater to different learningstyles.
Aim for quick wins.
Give your audience somethingthey can implement right away.
Nothing builds trust likeresults.
Remember, your lead magnet is ahandshake, not a bear hug.
It's an introduction, a teaserof the value you can provide.
Make it count, make it simple,and watch your email list grow
ready to craft lead magnets thatactually work.
(05:15):
Let's dive into the dirty dozen12 lead magnet ideas that'll
have your audience clickingSubscribe faster than you can
say.
Email list the dirty dozen 12lead magnets to supercharge your
email list.
Before we cover the Dirty Dozen,it's important to note that you
do not need to create all 12lead magnet ideas To succeed,
pick a few that you like andmake something valuable.
(05:38):
Remember, we are creating theseto capture traffic on an email
list.
Later in the book, you'll learn14 traffic methods to
supercharge your list buildingefforts, one checklist or
resource list.
Ever feel overwhelmed by a longblog post.
Your readers do too.
That's where checklists come in.
Take that meaty content and boilit down to its essence.
(06:01):
A simple actionable checklistcan be a game changer.
Think of it as a map for yourreaders.
It guides them through thejourney you've outlined in your
content.
No more getting lost in thedetails.
Just clear.
Step-by-step, directions tosuccess.
Two audio transcript.
Got a podcast or video series.
Don't let that content go towaste.
(06:22):
Some folks love to listen.
Others prefer to read.
Why not cater to both?
Give your audience options.
Some learn by listening, othersby reading.
Cater to both with audiotranscripts.
Three PDF blog post.
Your blog post is a hit, butwhat if your readers wanna save
it for later?
Enter the PDF version.
(06:43):
It's like turning your post intoa mini ebook.
Think of it as a takeaway menufrom your favorite restaurant.
Your readers can enjoy yourcontent on their own time and
terms.
No internet, no problem.
They've got your wisdom right attheir fingertips.
Four tip sheet.
Who doesn't love a good tip?
(07:04):
Compile your best advice into ahandy tip sheet.
It's quick to create an evenquicker for your readers to
consume.
The best tip sheets are like aSwiss army knife for your
readers.
Compact, versatile, and veryuseful.
Five useful worksheet.
Help your readers put youradvice into action.
A worksheet turns passivereading into active doing.
(07:26):
It's where the rubber meets theroad.
Picture it as a personal trainerfor your audience's goals.
It guides them through theprocess and keeps them
accountable.
No more.
I'll do it later.
Excuses six, report or casestudy, show your readers what
success looks like.
A short report on industrytrends or a case study of a
(07:47):
successful client can bepowerful.
Case studies are your successstories in action.
They show, not tell the valueyou bring.
It's proof that your methodswork.
Seven Excel file or spreadsheet,got a knack for numbers.
Share the wealth.
A pre-made spreadsheet can be alifesaver for your audience.
It's like a calculator onsteroids.
(08:09):
It does the heavy lifting soyour audience can focus on the
results.
From budgeting to projectplanning, the possibilities are
endless.
Eight Example template.
Why start from scratch when youcan give your readers a head
Start Templates, save time andreduce overwhelm.
Templates are the startingblocks for success.
They give your audience aheadstart on their journey.
(08:31):
Who wouldn't want that ninemanual or starter guide?
Remember the frustration ofassembling furniture without
instructions.
Don't let your readers feel thatway about your topic.
A starter guide is like thatquick start manual.
It helps your readers achieveearly wins and build momentum.
No PhD required 10 audio file.
(08:52):
Sometimes your audience wants tolearn on the go.
That's where audio shines.
A short, valuable lesson canmake a long commute fly by.
Audio content is intimate.
It's like whispering advicedirectly into your audience's
ears 11 instructional video.
Some concepts are moreaccessible to grasp when you see
them in action.
(09:13):
That's where video comes inhandy.
Think of it as show and tell foradults.
It engages multiple senses andmakes learning more immersive.
Plus, who doesn't love a goodtutorial 12 learning challenge
or free course?
Want to really engage youraudience.
Challenge them.
A multi-day challenge or minicourse can be a powerful tool.
(09:36):
A well-crafted learningchallenge is like a fitness
program for the mind.
It builds skills and confidencethrough consistent incremental
progress.
There you have it, the dirtydozen to 12 lead magnet ideas to
attract, engage, and grow youraudience.
Which one will you try first,today's exercise create your
lead magnet.
(09:57):
It's time to put theory intopractice.
We're going to create a leadmagnet that'll have your
audience hitting that subscribebutton faster than you can say
Email list.
Ready?
Let's dive in.
Step one, pick your poison.
Look at the dirty dozen we justcovered.
Which one speaks to you?
Which one would your audiencelove?
(10:17):
Choose one.
Don't overthink it.
You can always try others later.
Step two, brainstorm bonanza.
Have you got your lead magnettype?
Great.
Now, what's your niche allabout?
Jot down three to five topics.
Your audience is dying to knowmore about what keeps them up at
night.
What problem can you solve?
Step three, outline like a pro.
(10:38):
It's time to structure your leadmagnet.
If you chose a checklist, whatare the key steps for a tip
sheet?
What are your top 10 nuggets ofwisdom?
Sketch it out.
Remember, we're aiming forvalue, not war and peace.
Step four, create.
Don't procrastinate.
Here's where the rubber meetsthe road.
(11:00):
Set a timer for two to threehours.
Yes.
You read that, right?
We're not aiming for perfection.
We're aiming for done.
Create a simple version of yourlead magnet use tools you're
comfortable with.
Canva is for design.
Google Docs is for writing.
I.
Whatever works.
So what are you waiting for?
(11:21):
Your audience is out therehungry for the value you're
about to provide.
Get creating key takeaways.
The simplest solution is oftenthe best when creating lead
magnets.
Focus on providing quick winsand clear value to your
audience.
Offer different lead magnets.
This will cater to youraudience's.
Varied learning styles andpreferences.
(11:42):
Create and test new leadmagnets.
Find what your audience likesBest to drive email signups.
Hello and welcome to the Market Year Message Show.
I'm your host, JonathanMilligan.
And our goal here is simple.
We wanna help you discover yourunique gift, discover your
audience, and build a businessonline with your writing,
coaching, teaching, yourspeaking.
So we are gonna continue theseries we're in.
(00:20):
From my book called Build YourAudience, and I'm making
available for free the abilityto listen to the audio book with
just a little bit of commentaryto help.
Now we're diving in today into afundamental chapter.
It's chapter three from the bookon creating an attractive lead
magnet.
And in it, I'm gonna share withyou what I call the dirty dozen,
(00:42):
my 12 favorite ideas forbuilding lead magnets.
And you can create these reallyquickly, but they're still one
of the best ways to grow anemail list.
So if you want to get alsoaccess to the print book, the
hardcover, the workbook thatcomes with it.
Or you just wanna listen to theaudio book all by itself, then
(01:04):
hop over to platform growthbooks.com and you can order the
whole series.
You can order just this book andyou can use it and follow along
with this podcast.
So without further ado, let'sjump into my favorite ways to
create Lead Magnets.
Speaker 5 (01:21):
Chapter three, create an attractive Lead magnet.
The Dirty Dozen, a massivewooden horse gleaming in the
sunlight outside Troy'simpenetrable walls a gift.
The Trojans thought.
Little did they know that thisgenerous offering would be their
downfall.
For 10 long years, the Greekshad besieged.
Troy no battering Ram couldbreach its defenses.
(01:44):
No amount of strength couldtopple its towers.
Then Odysseus had an idea, alight bulb moment, if you will.
What if we could get them toinvite us in?
And so the Trojan horse was borna beautiful, intricately carved
wooden horse, large enough tohide a small army inside the
Greeks, left it outside Troy'sgates and pretended to sail
away.
(02:04):
The Trojans curious andflattered wheeled the horse
inside their city.
Greek soldiers poured out of thehorse that night, opened the
gates, and Troy fell.
You might be thinking.
What's this got to do with myblog?
Everything.
The Trojan Horse is the originallead magnet.
It was attractive promised valueand got the Greeks exactly where
(02:27):
they wanted to be inside thegates.
Your lead magnets are yourmodern day Trojan horses.
They're your ticket into themost valuable real estate in the
digital world, your audience'sinbox.
But here's the twist.
Unlike the Greeks, you're notout to conquer.
You're offering real value.
(02:47):
Your lead magnets are gifts thatkeep on giving, building trust,
and establishing your expertise.
So are you ready to craft yourown Trojan horse?
Let's dive in.
We will learn to createirresistible lead magnets.
Your audience will be clickingthe subscribe button in no time.
The lead magnet trap, are youfalling for it?
(03:07):
Let's face it.
Many bloggers and entrepreneursare failing when it comes to
lead magnets.
They're ignoring them.
Making dull freebies or gettingtoo complex.
The overlooks, some folks are sofocused on pumping out content
that they forget about leadmagnets altogether.
It's like throwing a party andforgetting to send out
(03:28):
invitations.
A few people might stumble in,but you're missing out on the
actual crowd, the genericgenerators.
Then some slap together.
A quick one size fits allfreebie.
How to cook a tasty dinner mightsound good, but it's about as
exciting as plain toast.
Your audience is hungry for agourmet meal, not leftover
crumbs.
(03:48):
The perfectionists on the flipside, we've got the
perfectionist.
They're crafting the Mona Lisaof lead magnets pouring hours
into every detail.
Admirable, but are they missingthe forest for the trees?
Why these approaches fall flat,generic doesn't cut it anymore.
Your lead magnet must be alighthouse, not another wave in
(04:10):
a sea of content.
Low value freebies, they're likecheap party favors, forgotten as
soon as received.
And those overly complexcreations they might impress,
but they can overwhelm youraudience and drain your time.
So what's the secret sauce?
Keep it simple.
Make it valuable.
(04:30):
I.
Think of your lead magnet as asample platter.
It should give your audience ataste of your expertise and
leave them satisfied, but stillhungry For more, how Focus on
solving one specific problemYour audience has pain points.
Be the aspirin.
Mix it up.
Some people love to read.
Others prefer to listen orwatch.
(04:53):
Cater to different learningstyles.
Aim for quick wins.
Give your audience somethingthey can implement right away.
Nothing builds trust likeresults.
Remember, your lead magnet is ahandshake, not a bear hug.
It's an introduction, a teaserof the value you can provide.
Make it count, make it simple,and watch your email list grow
ready to craft lead magnets thatactually work.
(05:15):
Let's dive into the dirty dozen12 lead magnet ideas that'll
have your audience clickingSubscribe faster than you can
say.
Email list the dirty dozen 12lead magnets to supercharge your
email list.
Before we cover the Dirty Dozen,it's important to note that you
do not need to create all 12lead magnet ideas To succeed,
pick a few that you like andmake something valuable.
(05:38):
Remember, we are creating theseto capture traffic on an email
list.
Later in the book, you'll learn14 traffic methods to
supercharge your list buildingefforts, one checklist or
resource list.
Ever feel overwhelmed by a longblog post.
Your readers do too.
That's where checklists come in.
Take that meaty content and boilit down to its essence.
(06:01):
A simple actionable checklistcan be a game changer.
Think of it as a map for yourreaders.
It guides them through thejourney you've outlined in your
content.
No more getting lost in thedetails.
Just clear.
Step-by-step, directions tosuccess.
Two audio transcript.
Got a podcast or video series.
Don't let that content go towaste.
(06:22):
Some folks love to listen.
Others prefer to read.
Why not cater to both?
Give your audience options.
Some learn by listening, othersby reading.
Cater to both with audiotranscripts.
Three PDF blog post.
Your blog post is a hit, butwhat if your readers wanna save
it for later?
Enter the PDF version.
(06:43):
It's like turning your post intoa mini ebook.
Think of it as a takeaway menufrom your favorite restaurant.
Your readers can enjoy yourcontent on their own time and
terms.
No internet, no problem.
They've got your wisdom right attheir fingertips.
Four tip sheet.
Who doesn't love a good tip?
(07:04):
Compile your best advice into ahandy tip sheet.
It's quick to create an evenquicker for your readers to
consume.
The best tip sheets are like aSwiss army knife for your
readers.
Compact, versatile, and veryuseful.
Five useful worksheet.
Help your readers put youradvice into action.
A worksheet turns passivereading into active doing.
(07:26):
It's where the rubber meets theroad.
Picture it as a personal trainerfor your audience's goals.
It guides them through theprocess and keeps them
accountable.
No more.
I'll do it later.
Excuses six, report or casestudy, show your readers what
success looks like.
A short report on industrytrends or a case study of a
(07:47):
successful client can bepowerful.
Case studies are your successstories in action.
They show, not tell the valueyou bring.
It's proof that your methodswork.
Seven Excel file or spreadsheet,got a knack for numbers.
Share the wealth.
A pre-made spreadsheet can be alifesaver for your audience.
It's like a calculator onsteroids.
(08:09):
It does the heavy lifting soyour audience can focus on the
results.
From budgeting to projectplanning, the possibilities are
endless.
Eight Example template.
Why start from scratch when youcan give your readers a head
Start Templates, save time andreduce overwhelm.
Templates are the startingblocks for success.
They give your audience aheadstart on their journey.
(08:31):
Who wouldn't want that ninemanual or starter guide?
Remember the frustration ofassembling furniture without
instructions.
Don't let your readers feel thatway about your topic.
A starter guide is like thatquick start manual.
It helps your readers achieveearly wins and build momentum.
No PhD required 10 audio file.
(08:52):
Sometimes your audience wants tolearn on the go.
That's where audio shines.
A short, valuable lesson canmake a long commute fly by.
Audio content is intimate.
It's like whispering advicedirectly into your audience's
ears 11 instructional video.
Some concepts are moreaccessible to grasp when you see
them in action.
(09:13):
That's where video comes inhandy.
Think of it as show and tell foradults.
It engages multiple senses andmakes learning more immersive.
Plus, who doesn't love a goodtutorial 12 learning challenge
or free course?
Want to really engage youraudience.
Challenge them.
A multi-day challenge or minicourse can be a powerful tool.
(09:36):
A well-crafted learningchallenge is like a fitness
program for the mind.
It builds skills and confidencethrough consistent incremental
progress.
There you have it, the dirtydozen to 12 lead magnet ideas to
attract, engage, and grow youraudience.
Which one will you try first,today's exercise create your
lead magnet.
(09:57):
It's time to put theory intopractice.
We're going to create a leadmagnet that'll have your
audience hitting that subscribebutton faster than you can say
Email list.
Ready?
Let's dive in.
Step one, pick your poison.
Look at the dirty dozen we justcovered.
Which one speaks to you?
Which one would your audiencelove?
(10:17):
Choose one.
Don't overthink it.
You can always try others later.
Step two, brainstorm bonanza.
Have you got your lead magnettype?
Great.
Now, what's your niche allabout?
Jot down three to five topics.
Your audience is dying to knowmore about what keeps them up at
night.
What problem can you solve?
Step three, outline like a pro.
(10:38):
It's time to structure your leadmagnet.
If you chose a checklist, whatare the key steps for a tip
sheet?
What are your top 10 nuggets ofwisdom?
Sketch it out.
Remember, we're aiming forvalue, not war and peace.
Step four, create.
Don't procrastinate.
Here's where the rubber meetsthe road.
(11:00):
Set a timer for two to threehours.
Yes.
You read that, right?
We're not aiming for perfection.
We're aiming for done.
Create a simple version of yourlead magnet use tools you're
comfortable with.
Canva is for design.
Google Docs is for writing.
I.
Whatever works.
So what are you waiting for?
(11:21):
Your audience is out therehungry for the value you're
about to provide.
Get creating key takeaways.
The simplest solution is oftenthe best when creating lead
magnets.
Focus on providing quick winsand clear value to your
audience.
Offer different lead magnets.
This will cater to youraudience's.
Varied learning styles andpreferences.
(11:42):
Create and test new leadmagnets.
Find what your audience likesBest to drive email signups.
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