The exact lead magnet framework I used to get 2k MQLs yesterday.

Lead magnets can make or break a business. If you ship lead magnets which are obvious sales pitches and automatic triggers for you to be hounded by SDRs then this is going to really hurt your business

Here is what defines a great lead magnet

Something that competitors charge money for, but we give it away for free.

How to Build a Lead Magnet

Lead Magnet creation follows the same methodology as my early mentor Alex Grots, creator of design thinking.

Good lead magnets are problem-centric, they are built to solve problems just like a start-up is. We should always begin with our customer's core business problems. YOU are the best person to do this, why? You know YOUR customer better than anyone else. Lead magnet creation should be an in-house activity unless you pull on a massive expert in the industry.

Alex Hormozi's Lead Magnet Creation Framework (Adapted)

Note: This is an extract from my Outbound Machine guide. If you would like to get access then go here. If you have already seen this, then re-read it. It’s super useful and helped me so much.

Stage 1: Diverge on Problems

1. Define your customer's dream outcome

2. List out every possible problem they can encounter

• Every intricate step

• Everything that happens before and after achieving their goals

• What next problem will they face

• How can we make it worth it?

• How can we make it easier?

• How can we make it faster?

• How can we make it enjoyable, sustainable, and something they believe they can do?

Stage 2: Converge on Problems

1. Score the problems and decide what ones you think are the most timely to solve

2. Build a shortlist of 2/3 big problems, that are specific enough (not too generic)

Stage 3: Diverge on Solutions

1. List out every possible solution to the shortlisted problems

2. Score your solutions on the amount of value they provide

3. Score your value solutions on what would be the lowest cost to provide

4. Finalise your core components

Here is an example of a poor lead magnet:

You're a SaaS company for recruiters, and you have just used ChatGPT to create a 4-page document explaining how your tool can save recruiters time and money.

Your Title:

"How you can supercharge your recruitment process with automated interviews"

• It's obviously just a sales pitch

• Doesn't provide instant value

• Contains fluff and poor stats

• It's not exciting

Here is an awesome lead magnet in the same industry:

Odro is the leading video-interview software in the world. Every solution is pretty pricey, so they isolated a part of their product, repackaged it and shipped it for free.

Why is this valuable?

Recruiters are tight on money because of their commission model, they will only spend when they really have to. Odro noticed this and they built a high-value tool and gave it away for free. It swept the industry and they engaged the majority of the recruitment industry. With this tool, it will obviously have limitations which push users to buy the paid version, however, the tool was so valuable that it created a business case for them to do so. This single lead magnet almost/is drove other businesses out of the game entirely.

How to distribute your lead magnet effectively

There are different ways you can launch your lead magnet. I will give you the main routes along with 10 other places.

LinkedIn

LinkedIn is probably the most reliable and easiest way to ship a lead magnet. Find something ultra-valuable to ship, hype it up with copy and make the audience comment/like your post. This boosts the algorithm significantly.

Ex: Shipping a free workflow

Result: 200 MQLs

Ex: Launching a new product

Result 420 MQLs

Ex: Launching a new guide

Result: 2000 MQLs

Cold Email

I don't have a specific example for this. But, what you would do is;

• Incorporate Growth Engine X's copy framework in Chapter 3.

• Split test the offer and how you deliver it.

• Deliver at volume if you like

• Try and frame lead magnets on cold email to involve a call to deliver them, this is a bit of a hack to getting meetings.

• Unless you have warmed up your email for months, don't add links to you copy

Product Hunt

Product Hunt is a place for creators to push new tools or value they have created. It is a bit of a hit or miss. It helps to have an audience beforehand who can upvote your product. Whatever you do, don't pay for upvotes you will be banned quickly. I've launched around 20 times, only 3 have ever been successful, this was my most successful launch.

Results: 10,000 MQLs

200+ places you can launch HERE.