Lead Magnets

Best Way to Get Readers to Be FANS

(this is a chapter from my upcoming book Mini Book Marketing which is available for pre-order on Amazon, you can click here to pre-order it)

You’ve done it.

You’ve worked hard to get someone to buy your book. Maybe you got up before dawn for weeks to write this book, and now someone is actually reading it before bed! Perhaps they’re enjoying your chapters, points, frameworks, and experiences. All eyeballs are on you. And now . . .

Silence.

The problem? You’re not turning your hard-earned attention into leads. You must get your readers to take action. This is the next step in using marketing to turn someone into a FAN:

F – Find your audience and draw them in.

A – Get them to take Action, like joining your email list.

N – Build ways for them to N’teract with you long-term.

A lead magnet is the best method to get people to take that action.

Typically, you give lead magnets away in exchange for your customer’s email. You package some of the best content you’ve created into a bundle for your potential readers.

You should give the bundle a compelling name to excite your readers. But make sure this name also explains what it is. For example, check these lead magnets:

• 5 Steps to Write Your First Mini Book Without Overthinking

• Ultimate Book Launch Checklist

• Mini Book Marketing Templates: Quick Start Kit for Authors

These lead magnets prompt readers to move closer to your email list—and closer to you. Let’s break this down into three simple steps:

1. Decide what you want to create.

2. Design it to make it desirable.

3. Deliver and track its success.

Let’s dive deeper into each step.

Decide

The possible topics for your lead magnet are numerous—like fruit flies launching from a banana peel. But if you keep your readers in mind, you won’t have to guess what will excite them. Your book’s content and conversations will tell you. All you have to do is look for patterns to learn what your readers are most interested in.

Notice what chapters or ideas spark engagement. Did a chapter on overcoming self-doubt get extra praise? That could turn into “The Ultimate Self-Doubt Journal: A Guided 7-Day Reset.”

Here’s the anatomy of a great lead magnet:

• Be for a Specific Reader: Make it clear who it’s for so they say, “This is perfect for me.”

• Address a Problem: Focus on a real, tangible challenge your reader faces.

• Provide a Solution: Solve the problem completely (but leave them hungry for more).

The easiest way to brainstorm lead magnet ideas is to start with the biggest problem your audience faces. Break it down into smaller issues they need help solving.

Example 1 Problem: Writing a book is overwhelming. Subproblem: “I don’t know how to start.” Lead Magnet: “10 Book Ideas You Can Write in Just One Day”

Example 2 Problem: Building an audience feels impossible. Subproblem: “I don’t know what to say to readers.” Lead Magnet: “25 Conversation Starters for Authors to Grow Their Email List”

Your lead magnet doesn’t need to solve their BIGGEST problem, but it should address one important roadblock. Once you’ve decided on the right topic, it’s time to make it irresistible.

Design

We shouldn’t judge a book by its cover, but we all do. A book with a lousy cover will soon return to the pulp it was made of. Lead magnets work the same way.

Here’s how to “sell” your lead magnet through smart design.

Format

Start by choosing a format. Depending on your readers, the best format might include:

• PDFs (worksheets, guides, checklists)

• Videos (mini courses, walkthroughs)

• Templates (actionable tools they can use)

• Email Series (step-by-step courses sent via email)

Pick a format that fits your audience’s needs and makes the information simple to digest.

Visual Appeal

Your lead magnet might be all your reader needs, but the way it looks will determine if they pick it up. A 3D mockup of a box, book, or video makes it tangible and desirable. Instead of just giving your audience a plain Word document, design it like a high-end resource they can’t wait to dive into.

I use these tools to craft and showcase lead magnets:

• Canva: Easy, beginner-friendly design software with templates for every need.

• MockUp Shots: The easiest way to create professional 3D mockups of books.

• Placeit: Make images look like software, T-shirts, or more.

For example, when I create templates for authors, I start with a Canva document, add content and visuals, then use MockUp Shots to create stunning book covers and product images. With just a little effort, the perceived value of your lead magnet can skyrocket.

Deliver

A lead magnet’s job isn’t finished until it’s in your audience’s hands. How you deliver it can make or break its impact. The goal is to make the process simple, seamless, and memorable for your readers. Here’s how to nail it.

Simple Setup

When you’re just starting out, keep it simple. Don’t let complicated technology stop you from getting your lead magnet out into the world. For instance, you can start with a straightforward message in your book, like:

"To get your free Mini Book Marketing Templates, just email me at [your email address]. I’ll send it straight to your inbox!"

This direct method works because it creates a personal connection and lets you manually follow up with readers. Once you’re ready to scale, move on to automated systems.

Platforms like ConvertKit or Substack allow you to collect email addresses and automatically deliver your lead magnet. They also help you nurture relationships by sending follow-up emails, creating a professional and efficient experience.

Some beginner-friendly tools include:

• ConvertKit: Perfect balance of automation and simplicity for authors.

• Mailchimp: Great starting option for those on a tight budget.

• Substack: Ideal for combining newsletters, community-building, and list management in one place.

Choose the platform that best fits your needs and budget, and get started today.

Easy Access

Your lead magnet must be effortless for readers to access. Imagine the frustration of downloading a freebie, only to find it’s buried under confusing steps or technical errors. That’s not the experience you want for your audience.

Here’s how to make it seamless:

1. Instant Delivery: Ensure the lead magnet shows up in their email within minutes.

2. Clear Instructions: Provide simple directions on how to use or download the content.

3. Test It Yourself: Go through the process as if you’re a reader. If anything feels clunky or unclear, fix it before sharing it widely.

Remember, this is your reader’s first interaction with your brand beyond the book. A smooth experience builds trust, while a frustrating one might lose them forever.

Track Your Success

Your lead magnet isn’t a one-and-done effort. It’s a living part of your marketing strategy.

Using analytics tools like ConvertKit and Mailchimp, you can track downloads, email opens, and audience engagement. These insights give you a clear view of what’s working and what’s not.

Tracking your lead magnet’s performance is like having a conversation with your audience. It tells you exactly what they value.

The data you gather isn’t just numbers.

It is a roadmap for improvement. For instance, if your checklist lead magnet gets more downloads than your mini course, it signals that your audience prefers quick, actionable resources. Use this information to create more of what resonates with them.

By listening to your audience through analytics, you can continuously refine your strategy and deliver even greater value.

Action Steps

Identify Your Readers’ Problems: Use your manuscript or audience insights to pinpoint one specific challenge your readers face in the journey to solving their bigger problem and create a solution-based lead magnet.

Design for Appeal: Use tools like Canva and MockUp Shots to create a visually compelling lead magnet in a format that suits your audience, like a PDF checklist or video. Easy idea is 10 Problems

Deliver Seamlessly: Use platforms like ConvertKit or Substack to ensure your lead magnet is easy to access, automated, and leaves a lasting positive impression.

BONUS: For Premium Subscribers

Get a Canva template you can use to create a lead magnet in a hurry.

Choose 10 common mistakes and things your audience should do instead and put it in this template for a premium lead magnet.