The 26 Best Lead Magnets Working in 2022

Last Updated on July 16, 2023 by Monica Snyder

Ah, the lovely lead magnet. A juicy, click-worthy thing to entice readers to get on your email list so you can turn them into customers. 

Before jumping into the 26 Best Lead Magnets Working in 2022, let’s answer some of the most Googled questions about lead magnets.

What Exactly is a Lead Magnet?

A lead magnet is a free thing given to someone in exchange for their contact information. 

It’s called a lead magnet because the idea is that it will draw your ideal customers to you in a way that is attractive to them and positions you as an authority they want to purchase from in the future. 

Why are Lead Magnets Important?

Lead magnets are important because the idea of giving is deeply rooted in the core of who we are as humans and it works very well in business.

In psychology, there is an idea called The Law of Reciprocity. This law basically states that when someone gives you something, you will have a deep urge to give them something in return. 

So, by giving a lead magnet, you are triggering a basic need to have the person do something nice in return, like giving you their email address or other information.

Then, inside your lead magnet, you’ll want to make it very good so the person feels like they got a great “deal” by exchanging only their email for the information. 

How Does a Lead Magnet Work?

A great lead magnet works because it “S.E.R.V.E.S.” you and your lead:

  1. Solves One Struggle
  2. Easily Consumed
  3. Relationship Ramp
  4. Visually Compelling
  5. Explains New Problem
  6. Suggests Next Steps

what makes these components so special?

It’s all about building a powerful relationship journey where your leads go down a path of discovery, viewing you as a trusted advisor, and wanting to get more and more from you. 

It starts off by Solving One Struggle and being Easily Consumed (AKA easy for your leads to use).

This is the part I see most people get wrong with lead magnets. People build these big long ebooks that try to solve multiple struggles. 

As a result, their leads are often overloaded with information and have too much to do before they can get a win. There’s no way they are ready to buy a paid offer after that overwhelming experience.

Instead, the two “S” and “E”s work together to make sure your offer is clear and your lead gets a quick win. Doing this gives them a little taste of how incredible you are. 

We are going to use this win to build a Relationship Ramp. They know you helped them solve one struggle, which means you can help them solve other things. 

You’ll also want to make sure that your lead magnet is Visually Compelling. Because when it comes time to make ads, you’ll need a visual that catches their attention and causes them to take fast action and subscribe!

The other “E” Explains a New Problem to them so that you “S”, Suggest Next Steps, and start moving them into paid offers. 

When you put this all together, you get a lead magnet that S.E.R.V.E.S. you and your lead by…

  • Giving them a quick win
  • Solving an immediate struggle they have
  • Showing them that you’re the trusted advisor for them
  • Suggest next steps for them to solve even more of their problems

What is the Best Lead Magnet?

The best lead magnet is the one that converts best! But, how do you know what that is?

Here is a matrix I developed as part of my Automated Audience course to help you determine which lead magnet type to use. 

If you’re new to creating lead magnets, I suggest starting with the top right corner, the easy to consume and create corner. 

If you’re more experienced, then choose the one that jumped out at you as you looked through the list. 

And, of course, I have you covered with a TON of examples below so you can see which one of these would be the best lead magnet for you and your business.

How Do You Make a Lead Magnet?

To make a lead magnet, first decide the best kind of lead magnet for the human that will be using it. Then, consider your available resources. The matrix above will help.

Whichever of these you choose, be sure to follow the S.E.R.V.E.S. acronym to create a lead magnet that converts to your ultimate goal, a sale.

The easiest way to make a lead magnet is to:

  1. Check out one like you want to create and hink about why they added what they added
  2. Use that as a guide to outline your lead magnet
  3. Double-check that your outline has all the steps for a Lead Magnet that S.E.R.V.E.S.
  4. Create it!


To make step one of that process easy-peasy-lemon-squeezy, here are the 26 Best Lead Magnets Working in 2022

The 26 Best Lead Magnets Working in 2022


Quiz | /kwiz/ | noun

a quick, informal way of helping someone learn more about themselves and give them the next step in the right direction.

Why Use a Quiz as a Lead Generation Tool?

People can't always see the next step to help them get where they want to go. When they are stuck, a quiz can help them understand how to get there, even if they're not sure what they should do. 

That’s why a quiz is a fantastic lead magnet! Because it can help your ideal reader figure out where they are at now and where they need to be, whether it's finding the right marketing software or figuring out which college major will be suitable for them.

It’s easy to make your quiz using my favorite software for it, TryInteract. They have a ton of templates, and their user interface is the easiest one to use. 


Assessment | /əˈsesmənt/ | noun

refers to the wide variety of methods or tools used to evaluate, measure, and document the readiness, learning progress, skill acquisition, or educational needs of someone

Why Use an Assessment as a Lead Generation Tool?

When you use an assessment as a lead magnet, it can help you learn more about your customer's needs and how they might react to different products or services.

Use this data to send highly relevant information to help them get closer to their ultimate goal and purchase your products along the way. 


Calculator | /ˈkalkyəˌlādər/ | noun

a spreadsheet or software that performs calculations, ranging from basic arithmetic to complex mathematics

Why Use a Calculator as a Lead Generation Tool?

Calculators are a simple way to gather information about potential leads and help them do complicated math (because, let’s face it, few people like doing math). 

Calculator lead magnets are essential for companies whose products or services are size-based, such as a contractor who provides quotes for new homes based on the square footage of the lot. 


Tool | /to͞ol/ | noun

a piece of software that carries out a particular function

Why Use Software as a Lead Magnet?

Software can do more sophisticated things than most lead magnets, and therefore, it stands out! 

It also allows you to gather more information than just an email on your lead. Use that information in bulk, such as data for a new blog article, or individually to send personalized messages to your lead.

Facebook Group

Facebook group | /ˈfāsbo͝ok ɡro͞op/ | noun

spaces on the social media network for friends, acquaintances, or people with similar interests to discuss or share about broad or narrow topics

Why Use a Facebook Group as a Lead Magnet?

Facebook Groups are where many people love or spend their free time, so use that to your lead generation advantage! Your group will show up in Facebook’s search so people looking to a group can come across yours organically.

Facebook groups are perfect for engaging current and potential clients in discussions on the latest news, providing online support, or simply entertaining them with memes. And, with a Facebook Group, you can promote any time you want without paying for ads.

Be sure to gather emails in the questions someone answers when they sign up to join your group and transfer them into your favorite email marketing software.


Demo | /ˈdemō/ | noun

a version of something such as computer software produced to demonstrate its capabilities or for use as a trial

Why Use a Demo as a Lead Generation Tool?

A demo provides potential prospects with an opportunity to see a product or service in action, and this could be all it takes for them to sign up for a long-term commitment. 

If you don’t want to do 1-to-1 walkthroughs for everyone, simply create a demo video and gather the email before someone can watch it!

Discovery/Free Call

Discovery/Free Call | /dəˈskəv(ə)rē/ /frē/ /kôl/ | noun

A phone or video call that allows visitors a free way to discuss working together

Why Use a Discovery/Free Call as a Lead Generation Tool?

A discovery call is just what it sounds like – a way to explore your potential leads needs without pressure or commitment. 

Calls are perfect for you to take them to the next level or decide you don’t want to work with them. It definitely goes both ways.


Giveaway | /ˈɡivəˌwā/ | noun

a thing that is given free, often for promotional purposes

Why Use a Giveaway as a Lead Generation Tool?

We know that giving away free products sounds a little fishy, but if you try to think like your consumer – “What's in it for me?” – it makes sense. 

Remember, the purpose of running a giveaway is not just about getting more followers on social media and mailing lists. It's about engaging them in conversation so they see what you have to offer and understand how working with you will benefit them down the line.

Giveaway Lead Magnet Example from Mat & Kat


Checklist | /ˈCHekˌlist/ | noun

a list of items required, things to be done, or points to be considered, used as a reminder

Why Use a Checklist as a Lead Magnet?

Checklists are one of my favorite lead magnets to create because they are easy to make and use and can work in many different situations to keep track of all the things that need to happen.

And, people love to opt-in for them because it gives them the ability to be highly productive, not skip any steps, possibly learn a new system, and most of us LOVE checking things off! ✅


Coupon | /ˈk(y)o͞oˌpän/ | noun

a voucher entitling the holder to a discount for a particular product

Why Use a Coupon as a Lead Generation Tool?

Coupons are one of the simplest and most effective ways to capture significant leads. 

People from all walks of life use coupons because they allow them to save money, which is what most people want. 

Expanding your business with these leads can increase revenue, customer satisfaction rates, grow the consumer base while decreasing costs for advertising campaigns.

Free Trial

Free Trial | /frē ˈtrī(ə)l/ | noun

a sales promotion in which a product or service is offered in a small quantity, or for a limited period, without the need for payment

Why Use a Free Trial as a Lead Generation Tool?

A free trial is an effective tool because it gives a potential client the ability to try out the product, service, or brand before committing. 

Think of it this way… every decision deserves some research. And if someone likes what they see in their free trial, then they’ll convert to paying customers!


Template | /ˈtemplət/ | noun

a preset format for a document or file, used so that the design or structure does not have to be recreated each time

Why Use a Template as a Lead Magnet?

If you want more leads, using templates is a great idea because people love a good shortcut!

Template lead magnets are also one of the highest converting lead magnets, and they can transition to your product seamlessly if your product helps with the template’s content.

Resource List

Resource List | /rəˈsôrs list/ | noun

a list of all the things needed to complete a project, with contact information

Why Use a Resource List as a Lead Generation Tool?

Successful businesses know that they need to build customer confidence first before asking for anything in return. A good resource list does this by slowly building credibility throughout the content objectives on the landing page.

A resource list lead magnet allows potential customers to “get to know” your company by knowing how you accomplish things. 

And, if your resources allow you to, include an affiliate link, so your lead magnet turns into a revenue source.


Worksheet | /ˈwərkˌSHēt/ | noun

prepared page of exercises designed to improve your knowledge or understanding of a particular subject

Why Use a Worksheet as a Lead Generation Tool?

Worksheets are fantastic because they force your lead to think critically about the content you want them to learn. They typically have enough questions that happen at various levels of depth for different types of learners, so many leads find them attractive.

They also encourage interaction by giving your lead specific tasks, which better prepares them for your product/service.


Challenge | /ˈCHalənj/ | noun

a call to someone to participate in a competitive situation or to achieve a result in a specific amount of time

Why Use a Challenge as a Lead Generation Tool?

Challenges are lovely lead magnets because they put your lead into action. That action propels them forward into results, and then they’ll want more from you!

They happen over time, so it also allows your prospect to get to know you, your company, and your mission in a way that ordinary lead magnets can’t deliver.

Challenges increase the lead’s “know, like, and trust” factor quickly, so they are more likely to purchase your products and services.

Blueprint/High-Level Overview

Blueprint | /ˈblo͞oˌprint/ | noun

a plan or set of proposals that shows how something should work

High-Level Overview | /ˈhī ˈˌlevəl ˈōvərˌvyo͞o/ | noun

a fundamental and general explanation or presentation of the material/subject that does not cover details

Why Use a Blueprint/High-Level Overview as a Lead Generation Tool?

Giving people a high-level overview or blueprint is effective as a lead magnet because it shows the big picture and helps someone see a way to accomplish their goals! 

Then, it seamlessly flows into you pitching your product or service to help them make it through the plan as efficiently as possible.

Never underestimate the power of helping someone dream!

Cheat Sheet

Cheat Sheet | /CHēt SHēt/ | noun

a short list of information that you can use to help you do or remember something

Why Use a Cheat Sheet as a Lead Generation Tool?

Cheat sheets create a shortcut for people to learn and quick reference when they need their memory refreshed. 

To create a cheat sheet, think like your reader. Put in the important stuff and leave the nitty-gritty details out! They need to get your help to fill in all the details if they don’t know how already.


Planner | /ˈplanər/ | noun

a book or system for recording appointments, things to be done, etc.

Why Use a Planner as a Lead Generation Tool?

As we go about our day-to-day lives, the number of ideas and things to do is infinite. That’s why using a planner as a lead generation tool is so brilliant!

You can use it to help your prospects accomplish their goals, and then they’ll want you to help them achieve more and more!


Audit | /ˈôdət/ | noun

an examination and verification of accounts and records, especially of financial accounts

Why Use an Audit as a Lead Generation Tool?

Audits work brilliantly as a lead magnet because, as humans, we love to grade ourselves, so we know where we stand (it goes back to our days at school). 

And, while your prospect is busy grading themselves, you can be collecting all that valuable information to help your business sell to them based on their exact needs.


Webinar | /ˈwebinär/ | noun

A teaching and sales event attended exclusively by an online audience

Why Use a Webinar as a Lead Generation Tool?

Webinars work so well because of a fundamental law of psychology, the reciprocity principle. Most people will respond positively to a webinar because it is full of free, helpful information, and then they will want to “return the favor” by purchasing your products. 

Creating a webinar that delivers the goods for your watcher and delivers sales for you can be a little tricky, so check out Webinar Gorgeous if you’re not sure how to do both!


Guide | /ɡīd/ | noun

a book that gives you information or instructions to help you do or understand something

Why Use a Guide as a Lead Generation Tool?

Using a guide as a lead magnet provides a solid educational experience for any reader that might find themselves on your site seeking information on your specific topic of expertise.

Giving your reader the information they need positions you as an authority; they will look to you again and again for answers… answers they will happily pay to resolve!

Video Series

Video Series | /ˈvidēō ˈsirēz/ | noun

a collection of informative videos created with the same end goal in mind

Why Use a Video Series as a Lead Magnet?

Video marketing, primarily if you use face to camera, is the fastest way for someone to trust you because more of their senses are involved. They can see how you talk, how you move, and how you vibe. Even if you don’t use face to camera, they can still hear your voice, which helps a ton in the trust factor!

Top it off with some amazingly engaging (and entertaining if you can) content, and your leads will turn into customers quickly!

Swipe Files

Swipe File | /swīp fīl/ | noun

a collection of marketing and copywriting examples to use for inspiration

Why Use Swipe Files as a Lead Generation Tool?

Swipe files are fantastic lead magnet tools because they are very inspiring! When assembled with the reader’s learning in mind, a swipe file shows patterns to help the reader with their work!

And, it works brilliantly to convert them to paying customers if your product or service helps them do, complete, or polish the work the swipe inspires!

Swipe Files Lead Magnet Example from Digital Marketer

Case Studies

Case Study | /ˈkā(s) ˌstədē/ | noun

a process or record of events that details the journey or story of a particular person, group, campaign, or situation

Why Use Case Studies as a Lead Generation Tool?

Some people find it easier to learn from other people's examples and mistakes, which is why case studies can be a great lead generation tool! 

Notice I said mistakes, not just glowing testimonials disguised as case studies – be sure to include errors along with wins in case study lead magnets to make these compelling for your reader!

And, when you’re brave enough to share stories of mistakes and what you learned in the process, it makes your prospect realize they can still make mistakes and come out on top. And that you’re the perfect person or company to help them!


Summit | /ˈsəmət/ | noun

a 1-3 day virtual event where speakers gather to talk about a topic or series of topics

Why Use a Summit as a Lead Generation Tool?

Summits create brand buzz on social media platforms like no other lead magnet because the speakers share them with their audience. There’s even the opportunity to get featured in local papers, blogs, podcasts, etc.! 

They are fantastic because they position you as an authority quickly, can allow for one-on-one interaction with the attendees to build trust, and you can recoup your investment by selling the recordings.


Newsletter | /ˈn(y)o͞ozˌledər/ | noun

an email series containing news of interest chiefly to a particular group

Why Use a Newsletter as a Lead Generation Tool?

A fantastic newsletter is one of the best ways to nurture prospects over a long time because you’re consistently in their inbox educating them.

That consistency pays off too. Only 1 in 5 people are ready to purchase at any given point in time, so when you consistently email, your name is on their mind when they are prepared to buy.

Not sure how to create a newsletter? Check out my Relationship & Revenue Email Marketing Course, specifically the newsletters section in phase 2.

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