95. Lead Magnets Are Not Dead: The Truth About What Still Works in 2025
- Brittany Miller
- Apr 29
- 11 min read
Updated: Jul 18
You’ve heard the whispers… “Lead magnets are dead.” But as an email marketing specialist who’s helped countless business owners grow their audience and sales—I’m here to say otherwise. In fact, lead magnets remain one of the most powerful tools to grow your email list and attract your ideal audience in 2025.
In this episode of the Go Get Great podcast, we’re breaking down the real reason your lead magnet might not be working—and how to fix it fast. Whether you're a seasoned lead magnet creator or just Googling “what are lead magnets” for the first time, this episode is packed with practical advice to help you generate leads that actually convert.
If we haven't met yet, I’m Brittany, an online marketing strategist for female entrepreneurs. I teach women how to make their entrepreneurial dreams a reality through smart, actionable marketing strategies that get them seen, loved, and paid. Whether you’re eager to DIY your way to success or hire professionals to help you along the way–my goal is to make sure you walk away with the clarity you need to see the results you desire and build a life you love.
Table of Contents
What Are Lead Magnets and Why Are They Still Relevant?
A lead magnet is a valuable resource or offer you give away for free in exchange for someone’s contact information, usually their email address. This could be a downloadable PDF, checklist, masterclass, quiz, or even a set of prompts. The goal is to solve a problem your audience is facing and start building trust with them.
Despite rumors that downloadable lead magnets like PDFs and checklists are outdated, they remain incredibly effective when done right. The medium—whether PDF, audio, video, or quiz—matters far less than the message and the value you provide.
Why Do Lead Magnets Fail? The 3 Key Reasons
Most lead magnets don’t fail because the format is wrong (like using a pdf). Instead, here are the top reasons they might not work:
Poor Market Research: Creating a lead magnet without knowing what your audience truly wants or needs is a common mistake. If your topic doesn’t solve a real problem or isn’t in demand, no one will download it.
Unclear or Ineffective Messaging: If people don’t immediately understand what benefit they’ll get from your lead magnet, they won’t be motivated to opt in. Messaging includes your lead magnet’s title, description, landing page copy, and social media posts.
Lack of Consistent Promotion: You can create the best lead magnet in the world, but if you don’t keep talking about it—on social media, in emails, blogs, podcasts, and networking events—it will fade into the background and no one will know it exists.
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How to Choose and Create a Lead Magnet That Works
The secret to a successful lead magnet lies in the topic and the transformation it promises. Here’s how to get it right:
1. Conduct Thorough Market Research
Before creating your lead magnet, talk to your audience. Ask what challenges they face and what solutions they’re actively seeking. Avoid assumptions and validate your ideas with real feedback.
Market research ensures your lead magnet solves a real problem your audience actually wants help with—not just a topic you think they might care about.
I have skipped this step several times and sunk hours into creating a lead magnet, email sequences and landing pages that have low traffic, it's very disheartening. This is the most important step of the lead magnet creation process, do not skip it!
Questions to Ask Your Audience During Market Research
When you're gathering input, don’t overcomplicate it. Keep it conversational and clear. Here are some questions you can ask:
What’s something you’re currently struggling with in [your niche]?
If I could help you solve one problem this week, what would it be?
What’s something you wish you had a checklist or guide for?
What’s a topic you constantly Google or ask for help with?
If you could wave a magic wand and fix something in your business/life, what would it be?
You can ask these questions via Instagram Stories, email replies, DMs, or inside Facebook or Slack communities. Even a few replies can reveal powerful patterns.
How to Conduct Market Research if You’re New or Have a Small Audience
If your audience is small—or you’re just starting out—don’t worry. You can still get powerful insights by being scrappy and resourceful. Try these methods:
Look at comments on competitor posts in your niche. What are people asking about or struggling with?
Use search suggestions on Google, YouTube, or Pinterest to see what questions are being asked.
Browse Reddit, Quora, or niche Facebook groups for recurring pain points and conversations.
Ask past or current clients (if you’ve worked 1:1) what their biggest roadblocks were when they started.
Run polls on Instagram or LinkedIn to validate topics with a simple “Would this help you? Yes/No” format.
You don’t need hundreds of responses to make informed decisions. Even 5–10 honest replies can guide you toward a lead magnet idea that feels wanted—and that’s the secret to high opt-ins.
2. Pick a Highly Relevant and In-Demand Topic
Your lead magnet should solve a specific problem your audience is already trying to fix. The more niche and timely your topic, the more likely someone will say “Yes, I need that.”
For example, my top-performing lead magnets include:
Setup Your Instagram Bio for Sales Success – helped people optimize their bios for sales without a full audit
Podcast Setup Checklist (Ready, Set, Podcast!) – served beginners overwhelmed by tech and planning
100+ ChatGPT Prompts for Social Media Marketing – leveraged the trending interest in AI for business
These topics are in demand because they offer immediate, practical help in areas my audience cares about.
Want to come up with your own? Go back to your recent DMs, polls, and Story replies. What are people asking for help with right now? Build your lead magnet around that—your audience will thank you for it.
3. Craft Clear, Compelling Messaging
Make the benefit of your lead magnet crystal clear, especially in the title and above the fold on your landing page. Use language that resonates and feels approachable.
For instance, I learned that the word “strategic” in my ChatGPT prompts lead magnet sounded like “work” and turned people off. Tweaking the messaging helped boost downloads significantly.
The title and description of your lead magnet are everything. If they’re vague or too clever, people won’t understand what they’re getting—and they won’t click.
Here’s a quick before-and-after comparison to show what I mean:
Weak Title | Improved Title |
Social Media Ideas for Entrepreneurs | 30 Days of Social Media Content Prompts for Busy Creators |
Business Strategy Worksheet | Build Your 3-Month Business Plan in Under an Hour |
Grow Your Email List | 5 Lead Magnet Ideas That Help You Grow Your Email List This Week |
Strategic ChatGPT Prompts | 100+ ChatGPT Prompts to Simplify Your Social Media Strategy |
Notice how the improved versions focus on outcomes, time-saving, or a specific problem being solved. That’s the secret to getting more downloads—clear benefit, delivered fast.
4. Choose the Right Format
There’s no universal best format—but there’s a best format for your audience and goals. Here’s a quick comparison to help you decide what type of lead magnet fits best:
While some believe masterclasses outperform downloadable resources, the truth depends on your goals, which I explain more below. There are hundreds of different lead magnet formats, this is just a few for comparison.
Promoting Your Lead Magnet: The Key to Success
Promotion is often the biggest stumbling block for small business owners. Creating a lead magnet and mentioning it once or twice isn’t enough. You need to shout it from the rooftops consistently:
Share it repeatedly on social media platforms.
Include it in your email newsletters and sequences.
Mention it on your podcast and when you guest on others’ shows.
Use QR codes at networking events for quick access.
Consider running paid ads to test audience interest faster.
Remember, even when your lead magnet is free, people take time to act. Regular reminders and fresh messaging keep it top of mind and even if you think you're talking about it enough (or too much) you most likely aren't. I have yet to find a small business talk about their freebies too much.
Personal Examples of Lead Magnets That Didn’t Work and Why
Learning from failure is part of growth and I'm always happy to share what has and hasn't worked for me so you can learn from my mistakes and ideally skip them in your own business. Here are some lead magnet examples from my own business that I have retired:
“9 Apps to Manage Social Media from Your Phone”
This lead magnet failed because I didn’t validate the topic with my audience first, meaning my audince wasn't actively in need of a list of apps to run their business and create content on their phone. Additionally, the information was widely available on the internet, a quick Google search would give them the same or similar information without having to enter their email address to download my freebie.
I turned this into a blog post, which you can read here, to drive traffic and still occassionally link it or share the blog with clients but it gets much better results (traffic) as a blog post than it did as a lead magnet.
"Spark Your Email Success: Your Complete Setup Checklist"
This is an active lead magnet I have that is on my list to retire. I've promoted it on social media, Pinterest, linked it in blog posts, and run paid ads to it but it's not getting the traction I'd like. I think the topic is too vague since it's not platform-specific. Which was intentional but it makes marketing it more challenging.
This is another example of me not validating my offer, and also not focusing on the messaging. While I could go back and update the marketing, I feel the information is too widly available and I'd like to create a new freebie that delivers more value. This checklist will likely become a blog post because the content is valuable information but no one will ever know that if they don't download it.
If you're interested, you can access it here for the time being.
“Stop Second Guessing Your Content” Masterclass
This is probably one of my best ideas, it delivers so much value for people, but my audince was hesitant to submit work for live review, resulting in low registrations, which means low email growth and the time required to market it wasn't offset by my list growth or client generation.
The premis of the masterclass was for participants to submit social media posts, emails, lead magnets etc. for me to review during the masterclass. The value is in listening to my feedback on how to improve content and applying it your own content creation. It was also a phenominal way to get my eyes on your business for free, something you'd usually have to pay thousands of dollars for in my coaching retainers.
Content audits are also one of my favourite things to do, so I wish this masterclass had more interest because they were very fun to facilitate. Since that wasn't the case, I've retired it, masterclasses are harder to repurpose, especially this one because I don't want to put other people's work on display, so there was nothing I could do with the recordings.
When a lead magnet doesn’t work, consider repurposing the content into blog posts or other formats to still provide value. In very rare cases, like my masterclass, you may not be able to repurpose the content but for the most part, even 'failed' lead magnets can be used in other ways.
Masterclasses vs. Downloadable Lead Magnets: Which Is Better?
There’s no one-size-fits-all answer. Here’s the breakdown of my recommedations as a marketing strategist and business coach:
Masterclasses: Great for building trust quickly and driving sales. However, they require more promotion, commitment from attendees, and time investment from you to acilitate. Attendance rates can be low due to time zone difference and registrants getting busy at the last minute. Offering a recording for those who can't make it live can sometimes boost registration but personal experince says that less than 10% of registrants who plan to watch the recording actually do.
Downloadable Resources: Provide immediate value and help grow your list steadily when promoted consistently. They require less upkeep and let you nurture leads over time without having to continously invest large amounts of time into marketing. They’re often easier for busy entrepreneurs to manage and are the format I recommend for first time lead manget creators. When marketed correctly, they provide an immediate and instant win for the downloadee which builds trust and positions you as an expert they should stay connected with.
Choosing the right format depends on your business goals and available time. For general list growth and brand awareness, downloadable resources often win.
BONUS: Incorporate Core Motivators to Make Your Lead Magnet Irresistible
To increase downloads, align your lead magnet with one (or more) of these personal motivators:
Help People Understand Themselves Better – Personality quizzes or self-assessment tools tap into the innate human curiosity about self-discovery.
Save Time – Time-saving tips or shortcuts, like “How to Meal Prep in One Hour,” attract busy entrepreneurs and parents.
Help Them Make Money – Lead magnets promising ways to grow income or side hustles generate strong interest among business owners.
These core motivators speak to internal desires we have which increases opt-in rates. But, always ensure your claims are truthful and deliver on the promised benefit otherwise you won't establish trust with your new email subscriber and they will likely unsubscribe.
Final Thoughts: Lead Magnets Are Alive and Well
Lead magnets are far from dead in 2025, which at this point I hope I've convinced you of. The real reasons they fail boil down to:
Skipping market research and creating irrelevant topics.
Having unclear or vague messaging that doesn’t communicate value.
Not promoting your lead magnet consistently and enthusiastically.
By focusing on these three pillars—research, messaging, and promotion—you can create lead magnets that not only attract leads but build lasting relationships that grow your business everyday.
Remember, success takes dedication, trial and error, and a willingness to learn and adapt. Keep refining your lead magnets, and watch your email list and business flourish!
Frequently Asked Questions About Lead Magnets
Are downloadable PDFs still effective as lead magnets?
Yes! Downloadable PDFs like checklists, cheat sheets, and guides remain highly effective when they address a specific, in-demand topic and are promoted well.
How often should I promote my lead magnet?
Consistently and frequently. If it’s been more than 2-4 weeks (depending on your posting frequency) since you last mentioned it on social media or in emails, it’s time to bring it back into the spotlight.
Should I use masterclasses or downloadable resources as lead magnets?
It depends on your goals. Masterclasses are great for driving sales and building trust quickly but require more effort and scheduling. Downloadable resources work well for immediate value and and sales funnel starting points.
What’s the most important factor in creating a successful lead magnet?
Understanding your audience’s real needs through market research and crafting messaging that clearly communicates the transformation or benefit they’ll get.
Can I repurpose a failed lead magnet?
Absolutely. Many times, content from a lead magnet that didn’t convert well can be turned into blog posts, social media content, or even new lead magnets with better messaging.
Go Get Great Episode 95 References
Lead Magnet Examples from Brittany Miller Socials:
Setup Your Instagram Bio for Sales Success Checklist https://www.brittanymillersocials.ca/instagram-bio-template
Ready, Set, Podcast! Launch Your Podcast with Confidence Checklist https://www.brittanymillersocials.ca/how-to-start-a-podcast-for-free
100+ ChatGPT Prompts for Sales Success https://www.brittanymillersocials.ca/chatgpt-prompts-for-social-media-marketing
Your Complete Email Setup Checklist https://www.brittanymillersocials.ca/email-marketing-checklist
Maximize Your Mobile: 9 Apps to Manage Social Media From Your Phone https://www.brittanymillersocials.ca/post/maximize-your-mobile-9-apps-you-need-to-manage-social-media-from-your-phone
Cracking the Code: ChatGPT for Social Media Success https://brittanymiller.thrivecart.com/chatgpt-for-social-media/
Grow Your Following Faster Masterclass https://www.brittanymillersocials.ca/great-instagram-profiles-for-businesses
Profile to Profit https://www.brittanymillersocials.ca/instagram-profile-bio-ideas
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Hit follow and please leave a review if you enjoyed this episode! The kids and I might even bust out a happy dance! 💗 - Brittany
0:00 Intro
2:00 Lead magnet are not dead!
4:00 Lead magnet ideas for format that converts
5:10 Lead magnet examples of great messaging
7:40 Marketing your lead magnet to grow your email list
10:00 How to scale a business with lead magnets questions
13:00 Personal motivators from lead magnets
18:35 Are masterclasses more effective than lead magnets?
23:30 Lead magnet examples that failed
30:50 Wrap up
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