THE ULTIMATE GUIDE TO

CHOOSING THE RIGHT

LEAD MAGNET FOR
YOUR AUDIENCE

Your list is such an incredibly powerful resource as an online business owner, one that
surpasses social media or most other efforts you make online. An effective lead magnet is a
HUGE part of your list building efforts. Now—how do you know what kind of lead magnet to
create? In this guide, I walk through seven types of highly engaging lead magnets. Go through
one by one and decide which option is right for you, your audience, and your business overall.

by Amy Porterfield
#1: CHEAT SHEET

What is it? It’s a series of pages that offers steps, examples, and lots of imagery to
help illustrate a strategy.

Example: I created a cheat sheet lead magnet for my audience where I illustrated how to
turn low-value questions into high-value questions. I encouraged them to print out the
cheat sheet and pull it out when they needed a little extra motivation.

PROS CONS

P Quick-read and simple to digest O Can’t really go too deep

P Easy to use shots of information O Mostly quick hits
P Eye-catching design

THE ULTIMATE GUIDE TO CHOOSING THE RIGHT

LEAD MAGNET FOR YOUR AUDIENCE
www.amyporterfield.com
#2: WORKSHEET

What is it? A multi-page document where you are providing information as well as
“take action” exercises for your potential clients or students to actually take some
time to get the ideas out of their head and onto paper—so when they do the work,
they’re more likely to get the results they’re looking for.

Example: In one of my podcast episodes, I walk through the five lessons I’ve learned from
one of my virtual mentors, TV powerhouse Shonda Rhimes. In the worksheet lead magnet,
I take my audience through a series of exercises to help them put the lessons to work!
Below is just a snapshot of what I included . . .

PROS CONS

P A ton of perceived value—you’re not O More of an investment of time and

only sharing content, but making it effort for your potential customer
applicable and actionable O No quick-hits; needs work to be put
P Great opportunity to share resources in by the audience
that you can use as affiliate links

THE ULTIMATE GUIDE TO CHOOSING THE RIGHT

LEAD MAGNET FOR YOUR AUDIENCE
www.amyporterfield.com
#3: GUIDE

What is it? A narrative where you can lead your potential customers through a
story, and then stack the value throughout.

Example: When I launched my program, Digital Course Academy, I created a guide to

help my audience kickstart their course creation journey. The guide pointed out the most
important steps to get started with creating a course and then gave extra value by adding
a little how-to support focused on naming their first course! Below is just a snapshot of
what I included . . .

PROS CONS

P Off the charts value! O Time consuming to put together

P If well-done, will make someone say: O You have to be careful not to make it
I can’t believe this is free! too long or heavy

THE ULTIMATE GUIDE TO CHOOSING THE RIGHT

LEAD MAGNET FOR YOUR AUDIENCE
www.amyporterfield.com
#4: VIDEO OR AUDIO

What is it? A video or audio training where you are giving visitors the opportunity
to hear or watch a piece of your core content.

Example: My friend and mentor Marie Forleo offers a one-hour audio training on “How
to Get Anything You Want” that’s a fantastic introduction to who she is: an
inspirational powerhouse.

PROS CONS

P Has a higher-perceived value O More work

P Convenient way for your potential O Could possibly cost more money
student to absorb content O Less sharing potential (v. sending
P Great way to connect with your a PDF)
audience on a different level
P Awesome way to talk about you that
doesn’t seem salesy or pushy

THE ULTIMATE GUIDE TO CHOOSING THE RIGHT

LEAD MAGNET FOR YOUR AUDIENCE
www.amyporterfield.com
#5: CHALLENGE

What is it? It’s an activity of sorts where you are challenging your audience to do
something every single day for 5-10 days.

Example: My dear friend Jasmine Star has a 5-day Instagram Challenge where she gives
you “Instassignments,” or themes for each of the days to take action on. For example, on
Challenge Day #2, she asks you to post about someone in your life who helped get you
where you are today.

PROS CONS

P When done right— it’s one of O Is a huge investment of time

the most effective list builders, and energy
attracting people who aren’t O Needs a well-thought out (and
necessarily in your tribe executed) plan, strategy and focus
P Easy for people to share with friends
and get others involved
P You can share more about your
personality, your teaching style,
and brand

THE ULTIMATE GUIDE TO CHOOSING THE RIGHT

LEAD MAGNET FOR YOUR AUDIENCE
www.amyporterfield.com
#6: QUIZ

What is it? Quick (and most of the time, fun) questionnaires that ask a series of
questions (I recommend no more than 10) and then provide those who opt-in with
their email, their segmented results.

Example: I did a really fun quiz during B-School. I actually hired a copywriter to help me
create a quiz for those wanting to know if B-School was right for them. It was a well-
thought out and honest quiz with a result that guided people with a lot of explanation as
to whether B-School was a good fit, but more specifically, why.

PROS CONS

P You’ll learn a TON about O Tricky to create and set up—the

your audience
P For your students—they’ll learn
about themselves and will get a
good guide to move on from
P They’re fun!
content really has to be valuable
and true
O May require smart technology
O Have to be some “marching orders”
with the results

THE ULTIMATE GUIDE TO CHOOSING THE RIGHT

LEAD MAGNET FOR YOUR AUDIENCE
www.amyporterfield.com
#7: FREE MINI-COURSE

What is it? A free mini-training that gives just enough for your audience to dip their
toe in the water to experience what you have to offer.

Example: My personal weight loss coach is also one of my star students. Her name is
Corinne Crabtree and she’s built an incredibly loyal following in the weight loss space. She
sends all of her new followers to her free mini-course, which is a perfect introduction to
her work and her teaching style.

PROS CONS

P Get a glimpse of what you (client/ O Extra time-consuming

student) might pay for, and get, O May leave audience unsatisfied by its
down the road short nature
P Amazing set-up for going further O Or may leave audience feeling like
with you they’re “good” and don’t need to
buy anything right now

Now, I just delivered a lot of options! You have to think about what’s right for you and your
audience… but once you figure out which one is right for you, it’s time to hit the ground
running! I believe in you and I know YOU CAN DO THIS! — Amy

THE ULTIMATE GUIDE TO CHOOSING THE RIGHT

LEAD MAGNET FOR YOUR AUDIENCE
www.amyporterfield.com