None of us are starved for information. Each day, countless emails are sent. Without even scrolling, my inbox shows a school notice, a retail sales alert, a message from a client, another from a colleague and two lead magnets – a checklist and a new industry report.
Many of these will end up in the digital graveyard. I suspect a similar scenario is true for you.
It’s also true for your prospects and clients.
Yet, there remains far too many lead magnets that offer little more than a slightly new perspective. This has burned B2B audiences too many times. And, now, they’re suspicious that your lead magnet may be just another cookie-cutter PDF disguised as a resource.
So what to do? Reframe the purpose of your lead magnet. Instead of setting out to get the most downloads, use your lead magnet to build trust.
Lead with value
Most lead magnets follow a tired script: “Give us your email, and we’ll give you this shiny thing.
When your audience feels like they’re handing over something precious (their email!) for little in return, any trust they had in you erodes.
Instead, flip the script. Offer immediate, tangible value—before they’ve even clicked “download.”
Here’s an example:
❌ Download our energy transition report.
✅ Of the $3 billion invested in global energy, half is in clean energy technologies and infrastructure. That’s 2x the investment in fossil fuels. Explore which assets organizations are investing in and why.”
Notice the difference? One is vague. The other sparks curiosity and gives data away up front.
Go beyond information
Think about the lead magnets that stick with you. They don’t just inform – they engage. They make you feel like the creator gets you.
So, look for ways to create an experience for your prospects.
- Use interactive tools like short-assessments or quizzes.
- Include thought-provoking questions to help them reflect on your content. For example a checklist could ask: What gaps in your process are slowing deals down?
- Share a practical tool – a template, calculator or checklist – that solves a small, but nagging problem immediately.
When you deliver an “aha!” moment, even a small one, you’re no longer just a name in their inbox. You’re someone they trust to solve bigger problems.
Refine, don’t reinvent
It’s tempting to constantly chase the next big idea for a lead magnet. But often, your best resources are already sitting in your archive – waiting for a refresh. This could be as simple as adding a new case study or giving a highly loved tool a fresh look.
Updating what works not only saves time, but also reinforces your authority.
Invitation to connect
When done right, lead magnets can be more than a way to grow your list. They’re your first handshake with a prospect. They say, “I see you, and I’m here to help.”
So, next time you create – or refresh – a lead magnet, ask yourself:
- Does it deliver value upfront?
- Does it demonstrate that I understand my audience?
- Does it offer a win, even a small one?
Because when you shift your lead magnets from transactional to relational, you’re not just collecting emails. You’re creating connections that last.