The more checkmarks, the better your Lead Magnet will perform:

• Offers an ultra-specific solution to an ultra-specific market
• Promises “one big thing” (as opposed to a lot of little things)
• Speaks to a known desired end result (Shows Interest/Intent)
• Offers immediate gratification (no newsletters, podcasts, etc.)
• Moves prospect down a “continuum of belief” – They might believe in you (if you have proof) but they don’t think THEY can do it
• Has a high perceived value
• Has a high ACTUAL value
• Rapidly Consumable (No books, 30 day courses, etc.)

 Rapidly Consumable

You don’t want your Lead Magnet to be a roadblock on the path to making a purchase, so ideally it should be consumed or experienced in 5 minutes or less. This is optional, and the “5 Minute Rule” is much more of a guideline than a law. But as we’ve already discussed, if the Lead Magnet is difficult to consume (i.e. a 300-page book or a 30-day course) the conversion rates on this offer suffer because the prospect will naturally want to consume it before taking further action.