3 Effective Lead Magnet Titles & Their Strategies

Lead Magnets, those 3-10-page PDF files offering readers a simple yet profound change for free, are perhaps my favorite marketing tool.  

They’re short. Nimble. Easy to create. And audiences LOVE them…once they’ve experienced a great one from us.

Here’s what we often miss: our Lead Magnet’s title is more important than our content because readers decide to sign up for it–or not–based on the title. They’ll never see your life-changing content if your Lead Magnet’s title doesn’t attract them in the first place.

Information alone doesn’t cut it. Insightful information is what our audiences want. Help to move beyond where they are now to (at least) the next step. With a title that is obviously applicable to them and (bonus points!) promises a specific result.

First, you must know your audience and their needs. Generalizations aren’t good enough. Lead Magnets, like any type of content, should address your unique audience, not “everyone.”

So…which questions is your audience asking? Choose one of their most pressing questions and answer it in a Lead Magnet.

Or what problems are they experiencing? Choose one of their most painful problems and offer a solution in a Lead Magnet.

Share wisdom from your God-given message that helps your audience get “unstuck.”

Let your title drive your content, not the other way round.

To create your Lead Magnet’s title, choose ONE topic within your overall message. Then choose a single question or problem within that topic that often surfaces when chatting with your audience.

Next, put on your thinking cap and choose a specific question or problem they’re grappling with, and you’ve got a great start on a Lead Magnet that will attract your audience’s attention and inspire them to sign up for it, thus helping them move one step closer to their goal while growing your email list. See how it works?

Enjoy the 3 fictitious examples below.

Example #1

Writer or Speaker: MaryAnn, whose audience is Christian women over 40 and pregnant with their first child, but not in perfect health.

Audience’s Problem or Question: With my health problems, will I be able to carry my baby full term?

Weak Lead Magnet Title: Take Care of Your Health During Pregnancy

Strong Lead Magnet Title: Pregnant and Over 40: 3 Warning Signs You Should Go to the Hospital NOW!

See why it’s imperative to know your audience and their needs? Imagine if MaryAnn served teens pregnant out of wedlock. That single difference would completely change her content. The title, Take Care of Your Health During Pregnancy fits any pregnant woman. While Pregnant and Over 40: 3 Warning Signs You Should Go to the Hospital NOW! is perfect for her specific audience, because this issue is top of mind for them.

This Lead Magnet title may attract other pregnant women outside of MaryAnn’s core audience. What to do? Focus on the audience Christ has already identified and serve them with excellence while inviting other pregnant women to become readers, too.

Leave it to Him to inspire others to sign up or not. But MaryAnn shouldn’t veer from her core audience to accommodate other pregnant women unless the Holy Spirit leads her to do so.

Example #2

Writer or Speaker: John, whose audience is Christian men ready to give up on their marriage.

Audience’s Problem or Question: How much longer does God want me to keep trying?

Weak Lead Magnet Title: Don’t Give Up on Your Marriage Yet!

Strong Lead Magnet Title: 5 Questions to Ask God Before Calling a Divorce Lawyer

Each of John’s audience members is married, so he serves two people per couple: one directly and one indirectly. Both need his message but only one may be open to it. He can’t change that but he’s wise to be aware of it.

Don’t Give Up on Your Marriage Yet! is more specific than generic, but is it specific enough to get his audience’s attention as they scroll through social media or visit his website?

The title sits on the page like a dead fish, doesn’t it? It’s not particularly engaging or intriguing. Worse, readers may interpret it a thin chastisement just when they’re seeking encouragement to stay the course.

The title, 5 Questions to Ask God Before Calling a Divorce Lawyer subtly invites John’s reader to push the pause button before contacting an attorney. It’s not judgmental in any way. It reveals John will share Christian content. And he won’t preach at them. Whew! His readers need all that information to feel safe enough to sign up for his Lead Magnet.

But shouldn’t the title be vague so if the reader’s spouse sees it, it won’t create strife? Perhaps. Then again, if the title doesn’t clearly identify the Lead Magnet’s content, it won’t get his ideal reader’s attention, so his content–fantastic as it may be–won’t help anyone.

Example #3

Writer or Speaker: Frances, whose audience is recently widowed Christian women of any age.

Audience’s Problem or Question: Will I ever be happy again?

Weak Lead Magnet Title: Be Happy in Jesus Today!

Strong Lead Magnet Title: 3 Surprising Ways God Will Fulfill the Role of  Your Husband

The Lead Magnet title, Be Happy in Jesus Today! is so vague it’s useless as it could apply to any human being. Even though Frances’ audience members span age groups, they still want specificity to know her message is uniquely designed for them.

The title, 3 Surprising Ways God Will Fulfill the Role of Your Husband is specific (3 ways) and includes a promise (God will fulfill the role of your husband). It’s important to note that Frances is not making that promise. God makes it, in His Word. Frances knows her audience longs for this reassurance, making this a strong Lead Magnet title. It will surely attract new subscribers.

It’s worth the effort to develop a title that identifies or implies your audience AND promises a result. Your audience will thank you and your email list will grow. 🙂

Patricia Durgin is an Online Marketing Coach and Facebook Live Expert. She trains Christian writers and speakers exclusively, helping them develop their messaging, marketing funnels, conversational emails, and Facebook Live programs. Patricia hosted 505 (60-minute) Facebook Live programs from 2018-2020. That program is on indefinite hiatus. She’s also a regular faculty member at Christian writers and speakers conferences around the country.

Website: marketersonamission.com
Facebook: MarketersOnAMission