Are your lead magnets actually bringing in BUYERS, or just a bunch of freebie seekers?

If you’re stuck with an email list full of people who never open their wallets, chances are you’re using the wrong type of lead magnet. And that’s killing your sales.

In this week's episode of The Email Marketing Show, we’re diving into the three essential types of lead magnets you MUST have if you want to attract, nurture, and convert real buyers – not just people who love free stuff.

Most businesses only use one type of lead magnet (big mistake!), but when you add all three, you create an unstoppable system that captures leads at every stage of the buying journey.

Let’s break them down.

Want to get more sales from your email marketing?

Before we get started with today’s episode, we’ve put a little something together for you.

It's really cool and it's FREE (yes, it's cool and free – we're nice like that). We all know that subject lines are important to get right and are a leading measure of your open and click rates – but writing them can be a challenge.

That's why Kennedy has spent months training an AI to write powerful subject lines that is beating top copywriters' subject lines 80% of the time in A/B tests – and you can get access to it here.

---

1. The Problem-Based Lead Magnet (Hook the Right Audience!)

Imagine you’re walking down the street, and someone yells your name. You turn around instantly, right?

That’s exactly what a problem-based lead magnet does. It grabs attention by addressing a pain point people already have.

These are the lead magnets most businesses create because they’re easy to market. They call out a struggle, and the right people immediately think: “Yes! That’s me!”

Examples of Problem-Based Lead Magnets:

✅ “Struggling to Grow on Instagram? Download Our 30-Day Content Plan!”
✅ “Can’t Lose Weight on a Calorie Deficit? Discover Why With This Free Guide!”
✅ “Writing Emails That Don’t Convert? Get Our Proven Subject Line Formula!”

These lead magnets work because people are already frustrated. They recognize their struggle and are actively searching for solutions. Your job? Show them you understand their problem—then deliver a quick win.

🔹 Best for: Capturing leads who are in research mode and need immediate help.

2. The Solution-Based Lead Magnet (Move Them Closer to Buying!)

Once someone understands their problem, they start looking for solutions. And that’s where your next lead magnet comes in.

A solution-based lead magnet is designed for people who already know what they need but haven’t found the right method yet.

These prospects are a step closer to buying because they’re solution-aware, they just need guidance on the how.

Examples of Solution-Based Lead Magnets:

✅ “The Instagram Growth Playbook: 3 Proven Content Strategies”
✅ “The Ultimate Fat-Burning Meal Plan for Faster Results”
✅ “The Email Marketing Blueprint: How to Write Campaigns That Convert”

These lead magnets don’t just highlight the problem; they position your expertise and introduce your approach as the best way forward.

🔹 Best for: Leads who are comparing different solutions and need a reason to trust YOURS.

3. The Product-Aware Lead Magnet (Convert Leads Into Buyers!)

This is the most powerful lead magnet – yet almost nobody uses it. And that’s a huge mistake.

A product-aware lead magnet targets people who already know about your product or service but just need a little extra push to buy. These prospects are extremely close to purchasing, and your job is to remove their final objections.

Examples of Product-Aware Lead Magnets:

✅ “See How Our Program Helped [Client Name] 5X Their Sales – Case Study Inside!”
✅ “Try Our Email Marketing Software FREE for 7 Days – No Credit Card Required!”
✅ “Not Sure If This Is Right for You? Get a Free Demo + Bonus Training!”

These lead magnets answer the last big question buyers have: “Will this really work for ME?”

By providing case studies, free trials, or behind-the-scenes insights, you remove doubt and give them the confidence to say YES.

🔹 Best for: Prospects who are on the fence and just need one final reason to buy.

Why You Need All 3 Lead Magnets (Not Just One!)

Most businesses stop at problem-based lead magnets.

And while they’re great for attracting leads, they don’t always bring in buyers. When you have all three, you create a seamless journey that moves people from:

🔹 Problem → Solution → Purchase

Here’s how it works in action:

1️⃣ Problem-Based Magnet: Grabs attention and brings in fresh leads.
2️⃣ Solution-Based Magnet: Educates them and builds trust in your method.
3️⃣ Product-Aware Magnet: Shows them why YOUR product is the best choice.

The result? More leads that actually convert into paying customers.

How to Use These Lead Magnets in Your Marketing

Now that you know the three types of lead magnets, here’s how to apply them:

✅ Place them strategically: Feature different lead magnets across your website, landing pages, and blog posts.
✅ Run ads to all three: Rotate them to attract leads at different buying stages.
✅ Use them in email sequences: Send the right magnet at the right time to move people toward a purchase.

By implementing all three, you’ll stop attracting the wrong audience and start building an email list full of real buyers.

Final Thoughts: Get More Buyers, Not Just Subscribers!

If your email list isn’t making money, your lead magnets could be the problem. The secret isn’t just having one lead magnet—it’s having the right three that guide people through the buying journey.

Here’s your next step: Look at your current lead magnets. Are you only using one type? If so, start adding the missing pieces and watch your conversions soar.

Want to see this strategy in action? Keep tuning in! We share new email marketing tips every single week! 🚀

🎯 Subject Line of the Week!

This week’s subject line is “You left this behind…”

Why does this work? Because it triggers curiosity and FOMO (fear of missing out) – two of the most powerful psychological drivers in marketing. When someone sees this in their inbox, their brain instantly thinks:

🧐 “Wait… what did I leave behind?”

This kind of open loop demands to be clicked. And the best part? You can use it for almost anything:

✅ Abandoned cart emails – “You left this in your cart…”
✅ Lead magnet follow-ups – “You left this free guide behind…”
✅ Course or membership reminders – “You left this inside [Your Program Name]”

The key is making the email match the intrigue of the subject line so people stay engaged and take action. Try it this week and watch your open rates climb! 🚀

Related episodes

The Affiliate Marketing Playbook: How to Make Sales Without Annoying Your List

Webinars That Sell: Insider Secrets from Jason Fladlien!

7 Secret Social Proof Hacks That Skyrocket Your Sales (Without Being Pushy!)

FREE list of the top 10 books to improve your email marketing

If you want to write better emails, come up with better content, and move your readers to click and buy, here's how. We put together this list of our Top 10 most highly recommended books that will improve all areas of your email marketing (including some underground treasures that we happened upon, which have been game-changing for us). Grab your FREE list here. 

Join our FREE Facebook group

If you want to chat about how you can maximise the value of your email list and make more money from every subscriber, we can help! We know your business is different, so come and hang out in our FREE Facebook group, the Email Marketing Show Community for Course Creators and Coaches. We share a lot of training and resources, and you can talk about what you're up to.

Try ResponseSuite for $1

This week's episode is sponsored by ResponseSuite.com, the survey quiz and application form tool that we created specifically for small businesses like you to integrate with your marketing systems to segment your subscribers and make more sales. Try it out for 14 days for just $1.

Grab The Email Hero Blueprint

Want more? Let's say you're a course creator, membership site owner, coach, author, or expert and want to learn about the ethical psychology-based email marketing that turns 60-80% more of your newsletter subscribers into customers (within 60 days).

If that's you, then The Email Hero Blueprint is for you.

This is hands down the most predictable, plug-and-play way to double your earnings per email subscriber. It allows you to generate a consistent sales flow without launching another product, service, or offer. Best news yet? You won't have to rely on copywriting, slimy persuasion, NLP, or ‘better' subject lines.

Subscribe and review The Email Marketing Show podcast

Thanks so much for tuning into the podcast! If you enjoyed this episode (all about how to kick off an email reactivation campaign and get back on the email marketing wagon) and love the show, we'd really appreciate you subscribing and leaving us a review of the show on your favourite podcast player.

Not only does it let us know you're out there listening, but your feedback helps us to keep creating the most useful episodes so more awesome people like you can discover the podcast. 

And please do tell us! If you don't spend time on email marketing, what do you really fill your working days with? We'd love to know!