Lead magnet examples
Six lead magnets, written out in full.
Not a gallery of covers with placeholder text. Each one below has the audience it is for, the thing the business wants back, the complete chapter list, the opt-in copy, and an honest note on why that format works.
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How to read these
Specimens, not case studies.
Every example here is buildable today: the outlines are real outlines and the opt-in copy is copy you could ship. What you will not find is a conversion rate, a revenue figure, or a customer name, because inventing those is how a marketing page becomes a liability.
Read them for the shape. Then take the template underneath the one closest to your situation and put your own material into it.
Opt-in page
Stop quoting by the hour.
A 28-page playbook with the three numbers, the script, and two worked quotes. Free.
Send me the playbook
Consulting guide · 28 pages · about 20 minutes
The Freelancer’s Pricing Playbook
Charge what you’re worth, without the guesswork
- Written for
- Freelance designers and developers two to five years in, still quoting by the hour and suspecting they are leaving money on the table.
- The business goal
- Fill a coaching cohort. The reader who finishes this book has already decided their rate is wrong.
The outline
- Why hourly billing punishes you for getting good
- The three numbers you need before you can quote anything
- How to price the outcome instead of the afternoon
- The rate conversation, word for word
- What to do when they say it’s too expensive
- Raising prices on clients you already have
- A worked example: £4,000 project, £11,000 project, same week of work
Why it works
It attacks a belief rather than teaching a skill. Readers who accept the argument in chapter one have a problem they cannot un-see, and the book spends the rest of its pages making them feel capable of fixing it.
Opt-in page
Ten emails, ready to send.
Full copy for ten emails, the subject lines, and the sending schedule. Free, no course upsell.
Send me the ten emails
Swipe file · 18 pages · about 12 minutes
Ten Emails That Sell
A short course in writing people actually open
- Written for
- Solo operators and small marketing teams with a list they email rarely, because writing the email takes an afternoon.
- The business goal
- Trial signups for an email tool. The reader wants to send more, and now has ten things to send.
The outline
- The only two reasons anyone opens an email
- Email 1 — the welcome that sets the frequency
- Email 2 — the one useful thing, with nothing attached
- Email 3 — the story that ends in an offer
- Email 4 — the objection you keep hearing, answered
- Email 5 — the reminder that is not nagging
- Emails 6 to 10, with the subject lines
- How to space them, and what to do when nobody replies
Why it works
A swipe file removes the blank page, which is the actual bottleneck. The reader gets a result the same day, and same-day results are what make a second email from you worth opening.
Opt-in page
Is your activation rate actually bad?
Benchmarks by product type, the calculation, and four fixes. 20 pages, free.
Get the benchmarks
Benchmark report · 20 pages · about 14 minutes
The Activation Benchmark
What good looks like in the first seven days
- Written for
- Product and growth managers at B2B SaaS companies between seed and Series B, arguing internally about whether their onboarding is bad.
- The business goal
- Demo requests. Anyone who calculates their own number and dislikes it is now shopping.
The outline
- Defining activation so two people can agree on it
- How to calculate yours in an afternoon
- The ranges: self-serve, sales-assisted, and setup-heavy products
- Four reasons a number sits below the range
- The fixes, one per reason, shippable in a sprint
- Measuring the change without fooling yourself
- The two-week version, as a schedule
Why it works
Benchmarks create a comparison the reader cannot resist making. The download is not the payoff — finding out where they stand is, and that discovery is what makes the follow-up email land.
Opt-in page
Not miserable. Not staying either.
A 24-page workbook: five exercises, one scoring sheet, one experiment to run this fortnight.
Send me the workbook
Workbook · 24 pages · about 40 minutes to work through
The Quiet Quarter
Twelve weeks to a role you would not leave
- Written for
- Mid-career professionals who are not unhappy enough to quit and not happy enough to stay, usually finding this in January or September.
- The business goal
- Discovery calls for a career coaching practice, with the first session’s agenda already filled in.
The outline
- Inventory: where you actually are, on paper
- The story you are telling yourself about why
- What you want, stated so it can be tested
- Scoring the gap across five dimensions
- Designing one two-week experiment
- The check-in, and what each outcome means
- What to do with a score that does not move
Why it works
Every chapter ends in something the reader writes down, so the file is used rather than filed. By the time they book a call they have done an hour of work with you and the conversation starts in the middle.
Opt-in page
Forty-one loose ends, in one place.
The full checklist plus a printable one-page version. No signup wall on the good half.
Send me the checklist
Checklist · 10 pages · about 5 minutes
The Pre-Launch Checklist
Forty-one things to settle before you announce
- Written for
- Founders and marketing leads two weeks out from a launch, at the point where the list of loose ends stops fitting in their head.
- The business goal
- Top-of-funnel email capture in volume, feeding a product newsletter.
The outline
- How to use this, and how long a full pass takes
- Before you start: the four decisions everything else depends on
- Positioning and messaging — 9 items
- Site, pricing page and signup — 12 items
- Announcement, press and community — 11 items
- Support, billing and the first 48 hours — 9 items
- The five people skip, and what happens when they do
- The one-page version, set to print
Why it works
It is the lowest-friction yes on this page. Nobody weighs up whether they have time for a checklist, and the printable last page keeps the brand on a wall for the length of the launch.
Questions
What people ask about lead magnets.
- What is the best lead magnet?
- The one that finishes a job your reader is already trying to do. Format matters less than specificity — a ten-page checklist for someone launching next month beats a fifty-page guide about marketing in general, every time.
- What makes a good ebook lead magnet?
- A narrow reader, a promise you complete rather than tease, and a cover that survives being a thumbnail in an email. The most common failure is not thin content; it is content that stops just before the useful part, in the hope the reader books a call to get it.
- How many pages should a lead magnet ebook be?
- Eight to forty. A checklist works at eight, a benchmark report at twenty, a complete how-to at thirty-five. Optimise for the reader finishing it, not for the page count sounding impressive.
- Are these real customer results?
- No, and we will not pretend otherwise. These are complete worked specimens — every outline, cover and opt-in page is real and buildable, but there are no conversion rates or revenue figures attached because we have none to report yet.
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