What is a lead magnet?

A free download people get in return for their email address.

The short answer

A lead magnet is a free download, like a checklist, a guide or a template, that you give away in return for someone's email address. It helps you build a list of people who want what you make. Later, you can write to them and tell them about the things you sell.

How does a lead magnet work?

You offer something free, and people give you their email address to get it. It goes like this:

  1. Someone sees your free offer, often from the link in your bio.
  2. They type in their email address.
  3. They get the download.

A follower can miss your posts. An email address lets you reach them again.

On Stakk, you can give a free download away as a lead magnet, in return for an email address. Stakk does not host the file. You keep it in Google Drive, Dropbox or Notion and paste its share link. See what else your store can do on the features page.

What makes a good lead magnet?

A good lead magnet fixes one small problem, fast. Check yours against this list:

  • It is quick. People can use it in a few minutes.
  • It fixes one thing. One clear win beats ten half answers.
  • It fits what you sell. A free recipe leads to a recipe book. A free preset leads to a preset pack.
  • It looks good. A clean cover and a clear name help people say yes.

If it would take an hour to read, make it shorter.

What are some lead magnet examples?

Good lead magnet examples are small pieces of what you already make. Here are ideas by kind of creator. They are made-up examples, not real products.

  • Coaches: a one-page goal planner, a 7-day habit tracker or a short workbook.
  • Photographers: one free photo preset, a posing guide for clients or a what-to-wear guide before a shoot.
  • Musicians: a free song, or a small sample pack for other producers.
  • Artists: a phone wallpaper or a printable coloring page.
  • Writers: the first chapter of your ebook.
  • Fitness coaches: a one-week workout plan.
  • Teachers: one free worksheet from a bigger set.
  • Template sellers: one free template from a paid pack.

Find more ideas for coaches and photographers, or try the free digital product ideas tool.

How do you make a lead magnet?

Pick one problem your followers ask about, then make a short file that fixes it.

  1. Write down a question people ask you often.
  2. Make the answer as a short file. A free ebook template or a Canva design is a quick start.
  3. Save it to Google Drive or Dropbox and copy the share link. The Google Drive link generator can help.
  4. Add it to your store as a lead magnet and put your store link in your bio.

Short guides and checklists are a good first try. Start free on Stakk.

Questions people ask

Is a lead magnet the same as a freebie?

Close. A freebie is free with nothing asked in return. A lead magnet is free too, but people give their email address to get it.

What files work as a lead magnet?

Any file you can share with a link: a PDF guide, a checklist, a template, a preset, a song or a short video. Keep it small so it opens fast on a phone.

What is the difference between a lead magnet and a digital download?

A digital download is any file you get online, paid or free. A lead magnet is a free digital download that costs an email address instead of money. Read what is a digital download to learn more.

More words to know

Your link in bio, ready to sell.

Add your product and go live. No pages to build.