Beyond the Download: How to Create Lead Magnets People Actually Use
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So let's talk about that folder of downloaded PDFs sitting on your computer or in your Google Drive right now... you know the one.
The "I'll definitely read this later" collection that keeps growing. The one full of workbooks, guides, and templates that seemed SO perfect when you downloaded them…
And if you're creating lead magnets for your business? You definitely don't want yours joining that digital graveyard. You want your free resource to be the one that actually gets opened, used, and (even better) has people coming back to you asking for more.
The good news: creating resources people actually USE (not just download) isn't impossible. It just requires a thoughtful approach. And after years of creating lead magnets - both hits and misses - I've learned exactly what makes the difference between a resource that gets results and one that collects digital dust.
Plus, these days… people aren’t paying for information (that they can easily get from AI); in 2025, they’ll be paying for or craving implementation.
Here's what I've learned about making lead magnets that get USED, not just downloaded...
Why Most Lead Magnets Fail
Let's be honest: getting downloads isn't the only hard part. Another challenge is creating something people actually use. After seeing hundreds of lead magnets, I've noticed these common problems that turn promising resources into digital paperweights:
Too Complex to Start
That moment when someone opens your resource and sees a 20-page guide... closes tab immediately. Start with small, digestible pieces instead of comprehensive novels! (And honestly - this is something I need to constantly work on!)
Setup requirements that rival installing a new operating system. Your audience shouldn't need three other apps and an hour of prep time just to start using your resource.
First steps that leave people wondering "um... what now?" Without a clear starting point, most people default to: you guessed it - not starting at all.
No Immediate Value
All theory, no practice: like having a recipe book with no actual recipes. While concepts matter, people need practical steps they can take RIGHT NOW. Think implementation, not information.
Future-focused content that doesn't help with today's problems... because who doesn't love planning for next year when their hair is on fire today?
General advice that sounds great but leaves people thinking "okay, but HOW?" Vague suggestions like "improve your social media" aren't nearly as helpful as specific, actionable steps.
Missing Implementation Support
No clear "how to use this" guidance: like getting furniture with missing assembly instructions. Fun times.
Success markers? What success markers? People need to know if they're on the right track or completely off course.
Zero troubleshooting help when things go sideways... which they inevitably will.
Not sure what type of lead magnet to create? Start with my guide to "6 Irresistible Lead Magnet Ideas to Grow Your Email List" to choose the right format.
The Psychology of Implementation
Why do people actually use some resources and not others? Through working with clients and creating numerous lead magnets, I've found three factors that help determine whether someone is likely to implement your resource:
Immediate Relevance
Solves a current problem
Fits their available time
Matches their skill level
Clear Path to Success
Obvious first step
Quick wins early
Visual progress markers
Built-In Motivation
Early results keep them going
Progress feels manageable
Success feels achievable
The Perfect Lead Magnet Structure
Once you've chosen your lead magnet type, the structure makes all the difference in whether it gets used. Here's how to organize your resource so people actually use it:
The First 30 Seconds
Show exactly what they'll achieve by using your resource. Paint a clear picture of the outcome they'll get. Use specific, concrete terms, not vague promises.
Make the starting point unmistakably clear. Within seconds, your audience should know exactly where to begin. Use visual cues, numbered steps, and/or clear headings to guide them.
Preview the quick wins they'll experience early in the process. Let them know when they'll start seeing results. Setting clear expectations helps motivate action.
The First Action
Design the first step to be small and immediately doable. It should require minimal time, energy, or resources. Make it something they can complete right now.
Include everything needed to complete that first step. Don't assume they have access to other resources or information. Provide all necessary tools and information up front.
Show what success looks like for this initial step. Use examples, screenshots, or clear descriptions to illustrate what they're aiming for. Make success concrete and visible.
The Follow-Through
Break bigger steps into manageable chunks that build on each other. Each piece should feel achievable and lead naturally to the next. Create a clear progression of actions.
Add “implementation checkpoints” to help people track their progress. Include checklists, progress bars, or other visual markers. Make progress visible and satisfying.
Include troubleshooting tips for common obstacles. Anticipate where people might get stuck and provide solutions. Help them overcome challenges before they become roadblocks.
Want to turn these downloads into sales? See my guide on "How To Create a Sales Funnel That Actually Converts" for the next steps.
Signs Your Lead Magnet Isn't Working
🚩Watch for these red flags:
High Downloads, Low Implementation
Lots of downloads but crickets afterward? That's a sign.
Zero questions about implementation: believe it or not, questions are good! They mean people are actually trying.
No success stories... because no one's succeeding. Ouch.
Engagement Drops
Your follow-up emails might as well be invisible.
Implementation tips get radio silence in response.
The dreaded quick unsubscribe... they came, they saw, they left.
Wrong Results
People using your resource in ways you never intended... and not in a good way.
Questions that make you think "wait, didn't I explain that?" (Spoiler: maybe not clearly enough!)
Feedback about needs you're not even addressing. Time to realign!
How to Fix a Struggling Lead Magnet
Good news: a struggling lead magnet isn't a lost cause!
Here's how to turn things around:
Simplify the Start
Move those quick wins to the FRONT. Like, right at the beginning. No waiting!
Strip away everything that's not absolutely necessary for that first win.
Add more show-and-tell: visual guides, examples, maybe even some quick videos.
Add Implementation Support
Progress checklists: because checking things off is satisfying at ANY age.
Example outcomes at each stage... because "am I doing this right?" is everyone's favorite worry.
Quick implementation videos: sometimes seeing is believing (and doing!)
Improve Follow-Up
Strategic implementation prompts: right message, right time.
Share success stories: nothing motivates like seeing others succeed!
Specific troubleshooting for common "help!" moments.
For more on creating content that supports your lead magnet, check out "How to Brainstorm Your Brand's Content Pillars".
Downloads are nice... but they're not the whole story. Here's what really matters:
Implementation Metrics
Track how far people actually get in your resource. Where do they stop? That's your clue!
Measure time to first result: faster = better.
Monitor those success stories: they should be rolling in regularly.
Engagement Markers
Follow-up email engagement: are they opening? Clicking? Taking action?
Implementation questions: what are people actually asking about?
Result sharing: make it easy and watch what happens!
Business Impact
More meaningful sales conversations... because your lead magnet did the warming up.
Better prepared potential clients... no more starting from scratch!
Smoother onboarding: they already know what they're getting into.
Want more list-building strategies? Check out "How to Grow Your Email List and Sell More".
Your Next Steps
Ready to create a lead magnet people actually use?
Here's what to do:
Review your current lead magnet with fresh eyes. Be honest: would YOU use it?
Find those sticking points... they're probably exactly where you think they are.
Add support where it's needed most. Start with the earliest drop-off point.
Set up tracking: not just downloads, but actual usage.
Still not sure what kind of lead magnet to create?
I've got you! My Lead Magnet Idea Generator ($12) helps you brainstorm the perfect lead magnet for YOUR business. It's a strategic AI prompt template that generates 5-7 diverse, compelling lead magnet ideas specifically for your business, brand, and audience.
For each idea, the generator provides:
A catchy title
Content description and audience benefit
How it addresses specific pain points
Suggested format and creation tools
Connection to your paid offerings
The Lead Magnet Idea Generator analyzes 20+ different types of lead magnets (from templates to challenges to swipe files) and suggests the 5 best types that fit your specific needs.
Because here's what I know for sure: A truly great lead magnet doesn't just grow your list... it grows your business.
