STEP 2:

OPTIMIZE THE
LEAD MAGNET
“What’s your number?”
“Want to get coffee?”
“Can I take you to dinner?”
“Will you marry me?”
(Flowers, date night, etc.)
1 Lead Magnet
2 Tripwire
3 Core Offer
4 Profit Maximizer
5 Return Path
WHAT IS A small “chunk” of value

A LEAD
that solves a SPECIFIC
problem for a SPECIFIC
market that is offered in

MAGNET? exchange for an opt-in.

THIS IS NOT A LEAD MAGNET…
GREAT LEAD MAGNETS ARE

SPECIFIC
SO NOT THIS…
Great Lead Magnets…

1. Make a SPECIFIC Promise

2. Give a SPECIFIC Example
3. Offer a SPECIFIC Shortcut
4. Answer a SPECIFIC Question
5. Deliver a SPECIFIC Discount
1. Make a Specific Promise
1. Make a Specific Promise

vs.
2. Give a Specific Example (i.e. Case Study)

“CASE STUDY: How We

Generated 250 Leads From
Facebook in 18 Hours…Without
Spending a Dime On Advertising”
3. Offer a Specific Shortcut (i.e. lists and handouts)
More Templates, Cheat Sheets and Handouts…
 114,327
D o w n l o a d s

82,251
D o w n l o a d s

16,150
D o w n l o a d s

7,855
D o w n l o a d s
4. Answer a Specific Question
4. Answer a Specific Question
5. Deliver a Specific Discount
5. Deliver a Specific Discount
5. Deliver a Specific Discount (Better than nothing)

“Can I add you to our email list

so I can send you discounts and
coupons?”
FINDING THE HOOK
“If you had two minutes to
impress someone, what would you
say, show or give them that would
blow their mind?”
FINDING THE HOOK
“What’s an interesting story or
example you can show or tell that
proves your product/service works
like you say it works?”
FINDING THE HOOK
“What’s the one thing…more than
anything else…your prospects
truly want to know?” 

(ex. How much is my property worth? When is she ready
to be kissed? What’s the wholesale cost? Where’s the best
fishing hole in Waco? etc…)
 Action Item

Brainstorm three
Lead Magnet Titles
Lead  Magnet  Titles:  
___________________________________________________________________________  

___________________________________________________________________________  

___________________________________________________________________________
What About the Landing Page?
 KEEP IT SIMPLE!
A great Lead Magnet can save a
bad Landing Page, but a great
Landing Page will never make a
bad Lead Magnet convert…
 THE FORMULA:
L x c x m x f = GP
 THE GOAL:
2L x c x m x f = 2GP