1 Learn the concept
People are more likely to share their email address when you offer something valuable that solves a problem. This is called an incentive, or lead magnet. It can be a guide, a checklist, a discount or a template. This lesson explains how to design an incentive that attracts the right subscribers.
2 See it in action
- Solve a specific problem for your audience.
- Make it quick to use and easy to deliver.
- Match it to your product so the subscribers are relevant.
- Promote it where your audience already is.
Worked example
Designing an incentive for a trainer
Audience: busy people starting to exercise.
Problem: they do not know what to do each day.
Incentive: a free one-week workout and meal planner.
Headline: "Your first week, planned for you."
Result to look for: signups from people who match her real customers.
3 Study an example
Example scenario
A personal trainer offers a free one-week meal planner in exchange for an email address. People who download it are interested in nutrition, which is exactly her audience.
4 Apply it and download
- Brainstorm three incentives.
- Choose one.
- Write the headline and description.
Worksheet Incentive idea sheetOpen, print or save as PDF