How to Create Great Lead Magnets

by Matthew Larsen

Last edited about 15 hours ago

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Part O: Introduction
To Generate Leads, You Will Need Lead Magnets
You may have noticed in this picture that there are things called "Lead Magnets."
What Is a Lead Magnet?
A lead magnet is a marketing tool that generates leads by offering a long-form resource in exchange for a prospect's contact information. Lead magnets can take the form of ebooks, whitepapers, templates, guides, checklists, videos and similar downloadable assets.
Why You Need to Use a Lead Magnet
Offering a lead magnet makes it 100x more likely that someone will give you their contact information.
If someone doesn't know you, doesn't trust you, and doesn't like you, why would they just give you their email?
It wouldn't even make sense to do so.
You have to offer something in return, ie. the lead magnet.
There is no such thing in life as "something for nothing."
If you want people to give to you, you have to give to them.
You Need MANY Lead Magnets…Not Just One or Two
Hopefully, by now you understand that you need to make a lead magnet and the reasoning behind it.
However, a lot of people will view this as just another task to add to the list.
They will make something, and then think "Yay, I am done."
No. Unfortunately, you are not.
"B-Bu-But, Isn't Creating Tons of Lead Magnets A Lot of Work?"
Implementing this overall marketing system produces a "de facto moat" between you and others who provide the same service.
You will be generating new leads left and right, 24/7/365 with all your lead magnets, while your "competitors" will still be at the "this is a lot of work" stage.
This is a Good Thing
You need to reframe the idea that this being a lot of work is actually a positive instead of a negative.
The bar has never been lower in terms of work ethic and professionalism.
If it is a lot of work, it means your competitors won't want to do it.
If it takes a lot of time and effort, you will be one of the only ones that actually does it (assuming you make the decision that you want to).
It is like they say, there is no traffic on the extra mile.
Everyone Has Problems
Every single person in your target market has problems. They probably have many problems. Your service solves one or more of their problems. That is why they pay you.
If you have a service, you are solving a problem. You may know what the problem is. You may not. Hopefully, you do. There are many cases where people do not fully understand the problem they are solving, but we will get into that later.
They Want Your Service…But That Creates Another Problem
Whether you want to admit it or not, your service might solve one problem for them, but it creates a new problem: the service has a number of steps/parts/problems that they need to solve in order to implement it. These problems are usually some form of knowledge, strategy, technical integration, setup, manual work, etc.
They Need Your Service. They Just Aren't Sold On You…Yet.
*They are aware that the solution you provide you offer exists and are interested in trying it out, but are not currently considering hiring you to do it for them. They may or may not know you even exist at this point.
Don't necessarily think of "your service" as "you providing the service." Think of it more as "the service you provide." Not your specific service, but rather the service as a concept.
Each Lead Magnet Solves One Problem
In addition to generating leads by getting them to give you their contact information in exchange for your free value, lead magnets serve another extremely important purpose:
Nurturing leads.
They move cold leads deeper into the funnel, each lead magnet pushing them closer and closer to becoming a warm lead.
They Don't Want to Do It Themselves. They Just Want to Be Sure You Know How to Do It.
Let's work with an example here.
If someone owns a consulting company and they are having trouble getting clients, they may come to the conclusion that a YouTube channel would be a great way to demonstrate their expertise and get clients.
Now, let's say that your service is "YouTube Growth." You help people grow their YouTube channels. You edit YouTube videos and help people get more views, more watch time and greater retention.
You provide exactly what they need.
They are doing some research and may even try to do it themselves.
Their original problem was getting clients, and they started a YouTube channel to address that problem.
Their New Problems
  1. They need to know how to set up their camera and lighting
  1. They need to know how to create good titles
  1. They need to know how to create good thumbnails
  1. They need to know how to do YouTube SEO
  1. They need to know how to edit their videos to maximize watch time
  1. They need to know how to write a video description that gets the most clicks
  1. They need to know how to set up their channel in terms of banner image, tags, playlists, etc.
  1. They need to know how to read their analytics and make informed decisions
  1. They need to know how to promote their videos off-platform and drive more traffic
  1. They need to know the differences and subtleties between Long-Form and Short-Form content
  1. They need help planning out scripts
  1. They need help thinking of video ideas
  1. They need help working on their pacing and speaking
In just 2 minutes, I thought of 13 very real problems that would be associated with starting a YouTube channel. A person would need to consider all of these things if they want to succeed on YouTube.
Make a Lead Magnet to Solve/Address All These Problems
What you need to do is make lead magnets that they can download. Each lead magnet should completely solve one of these problems for them. That is the mindset you should take. You want to solve each and every one of the problems associated with your service until there are none left.
What you are doing here is demonstrating your expertise. You are establishing yourself as someone who is an expert and someone they can trust to help them.
Every Lead Magnet They Download Pushes Them Further Down The Funnel
With every single lead magnet they download and consume, they will automatically be pushed further and further into the funnel.
Cold leads will eventually become warm leads. Warm leads will eventually become qualified leads. Qualified leads will eventually book calls. Calls will eventually convert into clients.
This is why making tons of lead magnets is so important.
Imagine If You Only Made One Lead Magnet & Stopped
In this example, there are 13 problems created by starting a YouTube channel. If you only made one lead magnet, you would solve one but there would be 12 problems left.
This is what happens when you only create one lead magnet. They may appreciate it, but they still have 12 more problems. They'll probably forget about you.
When you only create one lead magnet, even if you solve it, you can think of it as the equivalent of a Google Search.
They signed up. It helped. But mentally, it is no different than searching for the answer on Google and finding it. It is a one-time thing. You don't remember the names of websites you've been to.
You've Now Lost This Person As a Potential Client
They are overwhelmed by how much there is to know and how much work is involved and now they are looking for help.
To them, you are no different than any of the other thousands of people offering YouTube Growth.
They can pick any one of you.
If there are 1,000 people with a similar offer, what do you think the chances are that they pick you?
Hint: not very high.
*Make lead magnets to solve EVERY SINGLE ONE of the problems associated with your service.*
How It Works As Part of the System
Let's go back to the main system visual again. We haven't been here in a while.
You will see Lead Magnets 1-9 in black there. This is where they are in the funnel.
You will promote each and every single one of them (or however many there are. There could be more, there could be less) via Paid Ads + Organic Content.
The goal is to get your target audience to download and consume each and every one.
The more lead magnets they download, the deeper they will be pushed into the funnel and the more likely they are to hire you.
Recap
Lead Magnets serve several key purposes:
  1. They capture leads. People trade their contact information in exchange for the lead magnet. Once you have their contact information, they become a "cold lead."
  1. They nurture leads (move leads from Cold Leads to Warm Leads to Qualified Leads, etc.). Each lead magnet should solve a problem. If you solve people's problems, they begin to know, like and trust you. The more lead magnets they download, the more of their problems are being solved. The more problems being solved, the greater the likelihood they will book a call. The more calls you book, the more clients you will get.
  1. They provide you with passive income and a way to monetize low-quality leads. Lead magnets also allow you to make money off the 80%+ of people who are not qualified for your service and never will be. They help you make money through affiliate marketing and by selling low-ticket products. We will talk about this in-depth later in this document.
Part I: Planning Lead Magnets
Make a List of Every Step
The way you come up with lead magnet ideas is to list of every step that has to do with the service you provide.
Like in the YouTube Agency example from earlier, the steps were:
  1. They need to know how to set up their camera and lighting
  1. They need to know how to create good titles
  1. They need to know how to create good thumbnails
  1. They need to know how to do YouTube SEO
  1. They need to know how to edit their videos to maximize watch time
  1. They need to know how to write a video description that gets the most clicks
  1. They need to know how to set up their channel in terms of banner image, tags, playlists, etc.
  1. They need to know how to read their analytics and make informed decisions
  1. They need to know how to promote their videos off-platform and drive more traffic
  1. They need to know the differences and subtleties between Long-Form and Short-Form content
  1. They need help planning out scripts
  1. They need help thinking of video ideas
  1. They need help working on their pacing and speaking
I am sure there are more steps than this, but this is a great place to start for the lead magnet planning phase.
Do the same thing with whatever service you provide.
Be sure to get them all.
Any objection, no matter how small or seemingly insignificant is a reason for people not to buy.
"Overcome Objections At Scale"
A nice way to think about lead magnets is that they are tools to "overcome objections at scale."
Think of it as you are pre-emptively making and distributing these lead magnets through paid ads and content marketing and overcoming objections that the target market has before they even ask you.
The more of your lead magnets they download, the more objections will be overcome.
Do this enough, and you just might just find that you get more "random" calls booked than ever before.
Make At Least Nine Total
It is important that you don't just have one or two lead magnets.
In my opinion, you need to have at least nine.
This is important not only because you have to overcome every single possible objection to your service (using your lead magnets), but also because different lead magnets will appeal to different types of people.
Not everyone will struggle with the same things.
Let's go back to the YouTube example and say that you have a lead magnet on how to make great thumbnails.
A sizeable portion of the market doesn't have an issue with this. They already know how to create great thumbnails or they hire someone who does.
This lead magnet simply will not be appealing to them, and if that is your only lead magnet, you won't be able to capture their contact information and they will never become a lead.
But, if you have other lead magnets such as how to write scripts, how to speak well on camera, and how to do YouTube SEO, they may be interested in those things.
We need to give people options and we need to solve every single problem associated with our service.
And to do this, we will need to create at least nine lead magnets. I have yet to see a service with less than nine total problems. I don't believe they exist.
Quality *AND* Quantity
If you are having an internal thought centered around the idea of quality vs. quantity, I have some free advice that I truly recommend you take to heart.
Shut the fuck up.
It is not about quality vs. quantity in the creation of our lead magnets.
It is both.
You must make many lead magnets and they must all be good.
This will take a lot of time. This will take a lot of improvement. This will take a lot of work, effort, and hours worked.
Who would have thought if you want to make 8-figures in profit per year that you would have to work hard and put a lot of time and effort into your business?
Truly amazing!
Remember, quality AND quantity.
They Will Literally Hate You
The thing that you have to understand is that a bad lead magnet is almost worse than no lead magnet at all.
Although these lead magnets may be free in terms of cost/money, there is always a cost.
It still took time to download. It still took time to open and read. They still gave you their email address and maybe their name and phone number as well.
If you disappoint them and the lead magnet doesn't live up to expectations, that is actually worse than them not downloading it at all.
This is the number one problem that I see on the market and with clients.
Their lead magnets are absolute trash.
No effort, no care. It is actually insulting to the person who signed up for it.
If your lead magnet sucks, they are not going to think "oh well."
They are literally going to hate you.
Look back into your own life and remember whether or not you have had these feeling before when you downloaded a shit lead magnet.
Too Good to Fail
We need to view the creation of our lead magnets (and every part of our business) as simply being "too good to fail."
We don't need to worry about the format, or the grammar or the promotion or our paid ads or content strategy to promote it.
We simply need to focus on quality and that's it.
We simply need to make them too good to fail.
They should be so good that it would be impossible for someone who looks at it not to be impressed.
That is what we are going for with our lead magnets and that is what we should be going for with every part of our business, but that is a conversation for another time.
The $100 Test
An excellent quality control check with your lead magnets is to put them through the "$100 test."
Be honest with yourself and ask if yourself if you'd truly pay $100 for this free lead magnet.
If not, it is not good enough.
Ask your friends. Hopefully you have one or more friends who will actually tell you the truth.
Ask them if they would pay $100 for the information contained in your lead magnet.
This is an excellent mindset and approach to take to ensure your lead magnets are good enough.
Keep this in mind while you are creating your lead magnets, and you will never go wrong.
Part II: Creating Lead Magnets
The Format
I typically lean (as you can probably tell) towards the long-form document when I create lead magnets.
In my experience and the experience of my clients, this works the best.
I would not recommend you do a standalone video as part of a lead magnet.
Video is great and a worthy addition to a lead magnet, but it shouldn't be the entire lead magnet itself. It is even worse when someone plays off a video as a lead magnet, and then sends the subscriber a link to a video on their YouTube channel or some other platform.
This is simply just insulting to the user.
Think about that.
You go click on someone's link, fill out your name, email and phone number, and then they send you a video that is already public on their YouTube channel.
What an insult.
If you want to make a video for your lead magnet, I think that is great, but include it as part of your long-form document.
A video will make your long-form document better, but it won't replace your long-form document entirely.
Other than that, just focus on quality. Don't stress about the format or structure or "flow" or anything like that. Just make a great lead magnet that completely solves the problem you are trying to solve.
Maximizing "Consumability"
First off, I am pretty sure that "consumability" is not a word, but I am confident that you will know what I mean when I use it here.
Maximizing consumability = making your lead magnet as easy to read and consume as possible.
It doesn't matter how good or high quality your lead magnet is if it is not easy to read.
This should be one of your biggest priorities when you are creating lead magnets, and doing other things for your business like writing sales letters, writing emails, making ads, and more.
Don't make them walls of text or super complex.
Don't insult the reader's intelligence, but don't write it like a thesis for your PhD either.
One Idea Per Slide
To make it as consumable as possible, we will follow two key rules.
The first rule will be "one idea per slide."
This is a great rule, and one that should always be followed.
It is easy enough to understand. If you have more than one idea per slide, you should break it up into multiple slides.
You will notice that all of my lead magnets follow this rule. If you see anywhere they don't, please point it out to me so I can fix it.
One Graphic Per Slide
The second rule we will follow is one graphic per slide.
This is an extremely important rule to follow, as adding one graphic or image to each slide will make it 10x more readable and enjoyable.
This is the best and easiest way to get people to consume a greater percentage of your lead magnet(s) and that is what it is all about.
Again, if they don't consume your lead magnets, they may as well not exist.
This is of the utmost importance throughout this entire process.
Promoting Conversion Mechanisms
Your lead magnets should all have links to your conversion mechanisms.
In the context of the 1000x Leads System, your conversion mechanisms are:
  1. Your Live Workshops
  1. Your Webinar/Case Study/Training Funnel
  1. Your Newsletter
  1. Your Appointment Setter
  1. Your Community
Obviously, you don't need to link to your newsletter because they will be automatically added to that when the opt-in to receive the lead magnet, and you don't need to add a link to your appointment setter because that simply does not make sense.
But, you should have a link to your live workshops, your webinar funnel and your community.
Make sure these links are at the top, and long enough to provide proper context and truly "sell them" on why they need to take advantage of those, but short enough where it doesn't seem like it is turning into a sales pitch.
It is a balancing act, like many things in life.
Promoting Affiliate Links
You should also stuff your lead magnets full of affiliate links.
You would be truly amazed at how much MRR you can build up when you do this.
If you get 100,000 subscribers per year and just 1% of them convert with one affiliate link, you can make a ton of money.
Let's say you have SaaS affiliate links that pay on average $25 per month recurring, for 12 months.
If you have 100,000 subscribers and 1% of them convert, here is the math:
100,000 × 1%
= 1,000 conversions
$25/mo x 1,000 conversions
= $25,000/mo
$25,000/mo x 12 months in a year (ignoring churn for the sake of the example)
= $300,000
This are very achievable numbers and that $300,000 in the example is almost 100% profit.
This will help you develop extra revenue streams for your business which will lead to greater stability and an increased enterprise value.
Promoting Digital Products
If you have digital products, your lead magnet is a good place to promote them.
Bonus points if the digital products are related to the lead magnet in some way.
An example would be a lead magnet on how to create great thumbnails and then the digital product would be a pack of 25 thumbnail templates for $50 or something like that.
Put your digital products in your lead magnets. You will build up a nice stream of passive income this way, and it will help you further quality who is serious and who is not.
Again, if your lead magnets are not good, not only will they hate you, but they will be insulted by you trying to sell them a digital product even more.
On the other hand, if your lead magnets are amazing, they will simply be too curious not to buy your digital products.
Promoting Other Lead Magnets
It should also be noted that each lead magnet should cross-promote the next lead magnet.
This is another great way to get people to download all of them over time.
In addition to simply promoting each lead magnet with paid ads and organic content, each lead magnet should promote the next lead magnet.
Lead Magnet 1 should promote Lead Magnet 2.
Lead Magnet 2 should promote Lead Magnet 3.
Lead Magnet 3 should promote Lead Magnet 4.
Lead Magnet 4 should promote Lead Magnet 5.
Lead Magnet 5 should promote Lead Magnet 6.
Lead Magnet 6 should promote Lead Magnet 7.
Lead Magnet 7 should promote Lead Magnet 8.
Lead Magnet 8 should promote Lead Magnet 9.
Lead Magnet 9 should promote Lead Magnet 1, and the cycle continues.
Part III: Lead Magnet Checklist
Run Your Lead Magnets Through This
  • Does your lead magnet provide a complete solution to a specific problem?
  • Would you pay $100 for your lead magnet?
  • Does your lead magnet have one idea per slide?
  • Does your lead magnet have one image/graphic per slide?
  • Does your lead magnet promote other lead magnets?
  • Does your lead magnet have affiliate links throughout?
  • Does your lead magnet promote your live workshops?
  • Does your lead magnet promote your webinar?
  • Does your lead magnet promote your digital products?
This is not one of those checklists where it is "bad, average, good or great."
Your lead magnet either has all of those, or it is wrong and you need to fix it.
Part IV: Distributing Lead Magnets
Paid Ads vs. Content
There are two main ways that you can distribute your lead magnets.
  1. Paid ads
  1. Content
Each have their pros and cons, but you should use both.
The main pro of paid ads are you can scale much faster and get way more sign ups, and the main pro is obviously that they cost money.
The main pros of content is that it is free and typically leads to higher quality subscribers than paid ads but the main cons are that it is slow and takes a lot of effort.
Email Flow Per Lead Magnet
Each lead magnet will have to have its own email flow.
When they fill out the form, they will be added to two email flows.
  1. This email flow which delivers the lead magnet
  1. A master nurture flow
This email flow will consist of one email that delivers immediately.
That ensures that they get the lead magnet right after they sign up.
The master nurture email flow will start to deliver after 24 hours.
Every single subscriber from every single lead magnet will be added to the same master nurture email flow.
It is just the initial delivery flow that will be different.
In addition to this, all lead magnets will link to each other anyways.
You can set this up like in the photo below. There will be a similar method for any email platform you use:
All Flow Into One Main Welcome Flow
Your Master Welcome flow should be anywhere between 5-7 emails and should focus on these three main goals:
  1. Getting them to remember your name
  1. Getting them to recognize what you look like
  1. Getting them to recognize your voice
These are the three most important things for long-term success with your email list.
Of course we want to provide value.
Of course we want to build authority and demonstrate expertise.
We can do that at the same time, and as part of the same process.
But those three objectives are very, very important.
Those are the things that build trust to the point where they are comfortable paying you thousands of dollars or more.
No one will pay a faceless person tens of thousands of dollars, no matter how good their email content is.
Landing Page Per Lead Magnet
Each lead magnet will need a landing page.
I would recommend keeping it very simple like this one:
In this case, less is more.
You don’t need to write a whole sales page as to why they should download your lead magnet.
If you made your lead magnet inherently interesting and valuable to your target audience, they are going to want to download it.
They won’t need much convincing.
(I will add the template for this lead magnet into your Webflow account)
Ad Campaign Per Lead Magnet
After we have the lead magnet created, the flow set up and the landing page online, we should make one ad per lead magnet.
Specifically, we want to have one master campaign, and an ad set for every different lead magnet that we have created.
Each lead magnet should have a link to all of the other lead magnets (like at the top of this document) so that it doesn't matter which one they download. They will end up getting them all.
It is important to advertise every single lead magnet because we don't know which will be the most appealing to people.
Certain parts of the market will want a certain lead magnet while having no interest in another.
If we only have one lead magnet, we will miss out on capturing a large percentage of our target market.
We should split our ad budget relatively evenly between all our lead magnets.
For example, if our budget was $100 per day and we had 10 lead magnets, each should receive a $10 per budget.
Always make sure that you keep testing out different ad creatives to ensure you get better results.
We should aim for all of our lead magnets to get a cost per lead of $2 or lower.
Gumroad "Home Base"
Having a dedicated URL, landing page, and process is fine for paid ads because you control the traffic going to it, but in certain situations, this is not the optimal way to do it.
Think of the scenario where someone views your Twitter or LinkedIn profile or your TikTok or YouTube.
If you have 10+ lead magnets, you obviously cannot put 10+ links but you still want to promote your lead magnets and capture leads.
In this situation, a tool like Gumroad can be very useful to have all of your lead magnets in one place as a "home base" and then someone can choose which ones they want to download.
You'll still get their email and all of the important stuff, but it is just a nice central place to house and distribute your lead magnets from.
People can choose which one(s) they want from there, and it also can cross-promote your digital products without being explicitly salesy (added bonus).
Content Subcategories
Your lead magnets and your content subcategories are pretty much the same thing.
Your lead magnets should be based on solving the most important parts/steps associated with your service.
Remember our YouTube example from earlier, and if you don't, scroll up and re-read it.
Your content should be based on the same thing too.
The goal of the content should be ultimately to capture leads with your lead magnets.
How you do this will vary a little bit from platform-to-platform so we will go over it here so you know what to do.
The Lead Capturing System
Bios & Profiles
It should go without saying but make sure that every one of your profiles is filled out with a photo, name, description/bio, and link.
I personally think you should fill it out with icons on each line like:
✔️ (What You Do in 8 Words or Less)
✔️ (Results or Social Proof in 6 Words or Less)
✔️ (Lead Magnet Promotion) ⬇️
(This is where the link will be)
This is a nice, clean format that will quickly get across what you do, why they should trust you, and a CTA to download your lead magnet(s) which will get them to join your list.
Instagram & TikTok Autoresponder
You can use autoresponder/social media app tools to set up replies based on keywords.
So, for example, let's say you were a YouTube Growth Agency and you had 5 free thumbnail templates as one of your lead magnets.
You could set it up so that if someone messaged you the word "THUMBNAIL" you would automatically reply with the link where they can sign up and get these templates.
Then, when they put their name, email, etc. into the form to get the thumbnails, now you have their contact information and they will be added to your email flows.
This is one of the best ways to get leads from social media.
It is much better and more reliable than hoping they click the link in your bio.
You can post stories about it, include it in the captions of your posts, as well as in the pinned comments.
Here is an example of this.
This person said send me the word "REELS" in the caption of his post, and he automatically sent me the link to where I would download his lead magnet.
I had to enter my email in order to get it, and now I am in his funnel and am receiving his emails.
Every single caption and pinned comment should have a word they should DM you that will automatically trigger a response like this one.
Two Stories Per Week
You should use this strategy twice per week with stories on both platforms.
Make a short video/post in your story about how they should message you X word to get Y lead magnet.
This is a great strategy. Twice per week is the sweet spot of being enough to get a lot of leads but not being too much where it loses its effect.
Twitter & LinkedIn Autoplug
With Hypefury, you can automatically add a follow-up tweet (also known as an "autoplug") when your post hits a certain engagement level that you define. This is powerful for those of you that want to direct your audience to take a further action.
We should always turn this on for LinkedIn and Twitter.
It is one of the best ways to get people to click on our lead magnet URLs.

Once you turn on the feature, you will be presented with the following options:

Autoplug text - Here you can enter the tweet that will automatically be added once the threshold is met. More than one tweet can be added and it will be selected at random. To add more, click the Add autoplug tweet (+) icon.

% of tweet to Autoplug - The percentage of your tweets where the Autoplug will apply. By changing this setting, Hypefury will automatically calculate the number of likes that are needed to trigger the autoplugs based on your history average.
Two Promotional Posts Per Week
In addition to our Autoplugs, we should also make two threads and LinkedIn carousels per week that either specifically promote our lead magnets + their URLs, or include our lead magnets in a more subtle way as part of the posts.
Think about it.
For every 60 minutes of TV, there is about 18 minutes of commercials.
This means about ¾ of it is actual TV programming and ¼ of it is advertising.
This ratio has been studied for hundreds of years and it is the perfect ratio to promote your lead magnets.
For every three great Threads and Carousels you make, post one about your lead magnets so you can capture leads and get people to enter your funnel.
YouTube Pinned Comment & Description
We should also have links to all of our lead magnets in the description of every single YouTube video as well in the Pinned Post of every video.
The purpose of making YouTube videos is to get passive views over time, and help people on a mass scale.
Every single person who watches your videos will see (at least the first line of) the description, as well as the top comment.
You will reference your lead magnets in the top line of the description and every time you post a video, you will copy and paste a message containing all your lead magnets as part of the top comment.
This will ensure you are always passively getting new leads and subscribers from YouTube in the most efficient way possible.
Two Community Posts Per Week
Community posts on YouTube are similar to stories on Facebook or Instagram or TikTok.
Make sure you post two of these per week for the same reason as we talked about before. They are another great way to distribute your lead magnets and generate more leads.
Twitter From Start to Finish
Setup Your Profile Properly
When you first start, you should set up your profile properly.
Your profile should have a few things:
  1. Cover photo which conveys what you do with some decent visual
  1. Profile image of your smiling
  1. Link to your conversion funnel (webinar, training, case study) in your link section
  1. A bio that conveys:
  1. What you do
  1. Some sort of result or social proof
  1. Promote your lead magnets (links)
  1. A pinned post (thread). This should be some super valuable thread that is pinned because this is the first thing people read when they visit your page.
  1. Alternatively, you can use this pinned post as basically a command center for links to all your lead magnets. If you do this, put as many lead magnet links as you can in there, and then attach a video of you speaking. You may even make the video your entire conversion video (webinar, case study, training)
Determine Your Niche
If you determine your niche correctly for your Twitter account, you won't have to do it again for the rest of the platforms because all of those posts will be based on what you do on Twitter.
We have already talked about how to do this, but here is a short review:
  1. Your niche is not the service you provide. It is what you do. For example, if you sell email marketing services, you post about how to get better at email, not about your services.
  1. You want your niche to be specific yet broad enough. Email marketing for ecommerce brands = good. Email marketing for brands selling protein powder = bad.
Brainstorm Your Eight Subcategories
Your eight subcategories will determine what you post about. Take your niche and narrow it down to the eight most important parts. Each of these parts becomes a subcategory.
This is what you will post about.
Going back to previous slides:
If we run a YouTube Editing/Growth Agency, our subcategories might be:
  • Making thumbnails
  • Editing videos
  • Coming up with video ideas
  • Increasing production value (camera, lighting, mic, etc.)
  • YouTube SEO
  • Scripting and pacing
  • Speaking well on camera
  • Using YouTube to get clients
Choose these subcategories carefully because they will be the basis for your content on all platforms, not just Twitter.
Error uploading image.
Brainstorm Topics
Brainstorm a list of 30 topics for each subcategory based on the following methods we have discussed:
  1. Stealing proven ideas
  1. Going to Quora and searching up questions related to your niche
  1. Asking ChatGPT for 50+ common misbeliefs related to each of your subcategories
  1. Looking for ideas in VidIQ
If you combine these four methods with your brain (and think for yourself), you will never run out of ideas for as long as you live.
Create a Good Hook
Just like with videos, you need to capture their attention immediately and peak their interest.
It is not really enough to just make a great thread.
When they are scrolling, the first post in the Thread is all they will see. You need to make sure this post is interesting enough to them to the point they click on and read the entire Thread.
Here is a list of hook idea to choose from, but do your own research and test out different things:

Google Docs

100 Hook Ideas

Ecom #,My Ad Concept,Hook,Hook Examples 1,Want to double your [desired outcome] on [platform/business]? This is how you do it.,Want to double your sales on Instagram? This is how you do it. 2,[Number] questions [business/niche/title] get asked all the time.,5 questions photographers get asked al...

Abide By These Two Rules
Remember two of the most important rules we have discussed because they will apply to creating your Twitter Threads. They are especially important because all of your other platforms will be based off this thread:
  1. Is this content worth $5?
  1. Is there an actionable tip they can incorporate within 24 hours?
Use an Autoplug
Remember to set up Autoplugs in your Hypefury account. These will add a post to the end of each of your best Threads promoting your lead magnets.
Make sure you set up 10+ Autoplugs (one for each lead magnet). Hypefury will automatically rotate through them with each post and this will ensure that you get all of your lead magnets in front of your target audience over time.
Be super, super over-the-top with these autoplugs.
But, if you do this, you have to make sure they deliver. If you go crazy promoting them, the quality better match the hype.
Engage With 30 Bigger Accounts After Posting
When you are first starting out, you will grow faster if you leave very thoughtful comments on bigger accounts similar to yours (don't just use short or canned messages).
You can think of this as trying to "steal" the followers of bigger accounts.
The absolute best time to engage with these bigger accounts is right after you post, because if they see your comment and click on your profile, your new post will be right there at the top.

Google Docs

Similar Creator Spreadsheet

Twitter Platform,Creator Name,Link to Their Profile,Topic That Went Viral,Link to Viral Post,Number of Views/Likes/Engagement Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Tw...

Instagram From Start to Finish
Setup Your Profile Properly
It should go without saying but make sure that every one of your profiles is filled out with a photo, name, description/bio, and link.
I personally think you should fill it out with icons on each line like:
✔️ (What You Do in 8 Words or Less)
✔️ (Results or Social Proof in 6 Words or Less)
✔️ (Lead Magnet Promotion) ⬇️
(This is where the link will be)
This is a nice, clean format that will quickly get across what you do, why they should trust you, and a CTA to download your lead magnet(s) which will get them to join your list.
Turn Your Threads Into Carousels
After you have created your Twitter Thread, you should repurpose it into a series of carousel images for Instagram.
This is the most popular type of content for the platform.
You can make a copy of these Templates in Canva or make your own:

Canva

Copy of Template 5

Use Analytics to Find Best Time to Post
Instagram is the only platform where it somewhat matters what time you post.
Go into your analytics and see what the best time to post is, and then post all of this content at that time.
The other platforms don't matter as much so base your posting time around your Instagram.
Setup Autoresponder For Lead Magnets
Get a social media app and create keyword-based autoresponders.
Make sure you create ten or more (one for each lead magnet), and then put their names in a spreadsheet so you know which is which.
Then, cycle through promoting the keyword for each lead magnet in the descriptions/captions of your posts.
Engage With 30 Competitors After Posting
When you are first starting out, you will grow faster if you leave very thoughtful comments on bigger accounts similar to yours (don't just use short or canned messages).
You can think of this as trying to "steal" the followers of bigger accounts.
The absolute best time to engage with these bigger accounts is right after you post, because if they see your comment and click on your profile, your new post will be right there at the top.

Google Docs

Similar Creator Spreadsheet

Twitter Platform,Creator Name,Link to Their Profile,Topic That Went Viral,Link to Viral Post,Number of Views/Likes/Engagement Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Tw...

LinkedIn From Start to Finish
Setup Your Profile Properly
Make sure to set up your profile like you normally would with the photo, name, experience, cover photo, etc., but also make sure you follow this advice:
In the description/biography of your LinkedIn profile, make sure to put a description to EVERY lead magnet you have.
There is virtually unlimited space here and when people click on your profile, they are going to see and read this.
Most people give some generic story which no one cares about.
Use this space to promote your lead magnets.
Export Instagram Carousel as PDF
Take the same file you have for your Instagram Carousels but instead of PNGs, export it as a PDF. This is how you have to do it on LinkedIn.
Then, upload it as an attachment to LinkedIn and schedule the post.
Make sure you still write a good hook in the actual text part of the post.
Use Autoplug
Remember to set up Autoplugs in your Hypefury account. These will add a post to the end of each of your best Threads promoting your lead magnets.
Make sure you set up 10+ Autoplugs (one for each lead magnet). Hypefury will automatically rotate through them with each post and this will ensure that you get all of your lead magnets in front of your target audience over time.
Be super, super over-the-top with these autoplugs.
But, if you do this, you have to make sure they deliver. If you go crazy promoting them, the quality better match the hype.
Engage With 30 Competitors After Posting
When you are first starting out, you will grow faster if you leave very thoughtful comments on bigger accounts similar to yours (don't just use short or canned messages).
You can think of this as trying to "steal" the followers of bigger accounts.
The absolute best time to engage with these bigger accounts is right after you post, because if they see your comment and click on your profile, your new post will be right there at the top.
TikTok(Shorts/Reels) From Start to Finish
Setup Your Profile Properly
On TikTok, you want a photo of yourself, and then you want your entire bio to be all about your lead magnet.
Determine a Video Format That Works For You
You need a style that works for you. No one can determine this for you.
The general things to keep in mind are:
  • How much editing you want to do
  • If you want the videos to be just you talking or you want to add screenshare type stuff
  • How much time you want to spend on each
  • What style of video you're naturally good at
These are just guidelines and things to think about.
Here is my opinion:
You need to learn how to make videos of you just facing the camera and talking about the subject. You need to practice and learn to be inherently interesting, as well as make high quality and engaging videos without the need for fancy editing tricks.
Create a Great Hook
You may be able to simply use the exact same hook as you had in your Twitter Thread, but you may not. This should work about 80% of the time, but some hooks just sound a lot better in written form than they do out loud.
Remember, this is video now, not text.
The delivery of your hook matters just as much as the actual words you are saying.
Also remember that if you don't capture their attention and peak their interest in the first couple seconds, they won't be watching the rest of your video.
It is super important, as we have have said dozens of times already in this document.
Get a Good Mic, Face a Window & Record
Your phone camera is going to be good enough.
To enhance the quality, face a window and get the natural lighting on your face. This is better than any artificiual light source you can possible get.
Also make sure you get a mic you can plug into your phone and record.
The sound quality matters a lot more than the video quality.
And of course, it actually being good, valuable content matters more than both of those put together.
Create an Editing Process That Is The Same Every Time
When making content, think of it like this:
  1. The content is the log
  1. The video is the flame
  1. The editing is the gasoline
The content is the fuel for the video, just as the log is the fuel for the flame.
There is no point in going too crazy with the editing until/unless the content and the video are actually good.
That is like pouring a bunch of gasoline in a firepit without any logs or flame.
Pointless, and a waste of time and money.
The key is to find a simple editing process that works for you, and that you can do yourself in a few minutes. This process should be the same every time, just as the format of your videos should be the same.
The only two things you should worry about (until you get good enough to make an editor worth it) are:
  1. Making sure you have captions located under your chin
  1. Making sure you have an image/graphic and a short text headline as part of the hook in the first three seconds of the video so you have both a visual and audio hook (you speaking).
Search For What People Are Searching
On your phone, go into TikTok search (won't work on Desktop) and search for things related to your video.
You will get a list of the most popular search terms based on what you put in.
Choose these search terms and put them as the first line of your description/caption.
This will be great for your SEO and make your video pop up first for the search terms which people are already searching.
It is a great growth hack for SEO on TikTok.
Load Your Caption With These Terms
Make sure the first line/caption/description of your post is loaded with as many of the keywords you found in the previous step as possible.
Bonus points if it is an exact match.
This will help your SEO tremendously and get your video much more views over time.
Post & Pin a Long Comment
A nice little "hack" for your TikToks (and Reels and Shorts) is to post a long guide or elaboration or story as a comment and then pin it to the top.
This way if people are spending time reading it, it counts as more watch time for your video and that is a positive indicator for the algorithm.
Setup Autoresponder For Lead Magnets
Get a social media app and create keyword-based autoresponders.
Make sure you create ten or more (one for each lead magnet), and then put their names in a spreadsheet so you know which is which.
Then, cycle through promoting the keyword for each lead magnet in the descriptions/captions of your posts.
Engage With 30 Competitors After Posting
When you are first starting out, you will grow faster if you leave very thoughtful comments on bigger accounts similar to yours (don't just use short or canned messages).
You can think of this as trying to "steal" the followers of bigger accounts.
The absolute best time to engage with these bigger accounts is right after you post, because if they see your comment and click on your profile, your new post will be right there at the top.

Google Docs

Similar Creator Spreadsheet

Twitter Platform,Creator Name,Link to Their Profile,Topic That Went Viral,Link to Viral Post,Number of Views/Likes/Engagement Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Tw...

YouTube From Start to Finish
Setup Your Profile Properly
Make sure you have your profile setup completely.
Add a nice cover photo, photo of you, your name, get a custom URL, and add tags and keywords.
Other than that, there is not much to it.
If you want to add your service to your name, that is a good idea too.
Example below:
Matthew Larsen | Lead Generation Program
Determine a Video Format That Works For You
You need a style that works for you. No one can determine this for you.
The general things to keep in mind are:
  • How much editing you want to do
  • If you want the videos to be just you talking or you want to add screenshare type stuff
  • How much time you want to spend on each
  • What style of video you're naturally good at
These are just guidelines and things to think about.
Here is my opinion:
For YouTube, it is best if you make "higher level videos" of you screensharing and teaching a particular topic. You can have your face in it too if you want, but you really want to use YouTube as a way to prove that you have a tremendous amount of kn owledge and expertise.
You want to give tons of value, and get people used to seeing your face and listening to your voice.
These two things go a long way towards building enough trust for them to pay you.
Create Title Before Thumbnail
You should create thumbnail based on the title, and you should create the title based on what people are searching.
Go to Vidiq.com to see what people are searching for and try to make your video title based on what people are searching.
The closer you get it, the more people will be interested (as that is what they are already searching).
This is very important because YouTube is very much an SEO-based platform and if you don't take the title and thumbnail seriously, your videos are going to suffer in terms of views.
Create Thumbnail Before Video
The thumbnail is the most important part. You should honestly create the thumbnail before you even record the video so that you can base the entire video around the concept/meaning of the thumbnail.
That is what interested them enough to click on your video.
It is a very poor and inconsistent experience if the video (especially the hook) doesn't match the thumbnail.
Create an Editing Process That Is The Same Every Time
When making content, think of it like this:
  1. The content is the log
  1. The video is the flame
  1. The editing is the gasoline
The content is the fuel for the video, just as the log is the fuel for the flame.
There is no point in going too crazy with the editing until/unless the content and the video are actually good.
That is like pouring a bunch of gasoline in a firepit without any logs or flame.
Pointless, and a waste of time and money.
The key is to find a simple editing process that works for you, and that you can do yourself in a few minutes. This process should be the same every time, just as the format of your videos should be the same.
The only two things you should worry about (until you get good enough to make an editor worth it) are:
  1. Making sure you have captions located under your chin
  1. Making sure you have an image/graphic and a short text headline as part of the hook in the first three seconds of the video so you have both a visual and audio hook (you speaking).
Use VidIQ For Tags & Description
You want to get your "SEO Score" from Vidiq.com as high as possible. Do what it says, including adding a long description filled with keywords and tags and a playlist to ensure your SEO is as good as it can possibly be.
Put Links to Lead Magnets in Pinned Comment + Description
Utilize the description and pinne comment of your video to promote the links to your lead magnets. The ultimate purpose of all co ntent is to get their email address and push them into your funnel.
These are two great ways to promote your lead magnets. Put the links to all of them in each.
Comment on Channels of 30 Biggest Competitors
When you are first starting out, you will grow faster if you leave very thoughtful comments on bigger accounts similar to yours (don't just use short or canned messages).
You can think of this as trying to "steal" the followers of bigger accounts.
The absolute best time to engage with these bigger accounts is right after you post, because if they see your comment and click on your profile, your new post will be right there at the top.

Google Docs

Similar Creator Spreadsheet

Twitter Platform,Creator Name,Link to Their Profile,Topic That Went Viral,Link to Viral Post,Number of Views/Likes/Engagement Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Tw...