Lead Magnets 101: What to Give Away in Your Facebook Ads
If you are a service business—like a gym, a consultant, or a realtor—it is hard to sell your service directly in a Facebook Ad. People rarely click "Buy House" on a Tuesday afternoon. Instead, you need to get their email address so you can talk to them later. But how do you get them to give it to you? You need a trade.
A Lead Magnet is something free and valuable that you trade for a customer's contact info. It is the digital version of a free sample at the grocery store.
Why "Subscribe to Newsletter" Doesn't Work
Nobody wakes up hoping to get more newsletters. If your ad says "Sign up for updates," nobody will click. You need to solve a specific problem for them right now.
Examples of Great Lead Magnets
For a Gym: "Free 7-Day Meal Plan for Weight Loss."
For a Realtor: "List of Homes Under $300k in [City Name]."
For a Dentist: "Voucher for Free Teeth Whitening."
Notice that all of these offer immediate value.
Delivering the Goods
Once they click your ad and give you their email, you need to email them the free thing immediately. If you make them wait, they will forget who you are.
Writing the Hook
The success of your Lead Magnet depends entirely on how you describe it in your ad. You need to make it sound irresistible. Stirling can generate catchy titles and descriptions for your Lead Magnets that make people eager to hand over their email address.
