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20 of the Best Lead Magnets for Writers
Award-winning writer Kathy Widenhouse has helped hundreds of nonprofits and writers produce successful content , with 750K+ views for her writing tutorials. She is the author of 9 books. See more of Kathy’s content here.
Updated 10.28.25
Everybody online has a freebie. Maybe you call it a complimentary resource, a no-cost download, or a lead magnet. What’s yours … and is it working to help you gain comments and followers?
If your answer is no, then help is here.
I created my first lead magnet in 2006 and dozens since then. My best lead magnets accomplish two things: they give my readers something they need (content) in a package that works best for them (format).
Format is just as important as the content.
How can you bundle up that luscious piece of information in a way that’s especially valuable to your reader? Here are some different types of lead magnets you can offer.
20 lead magnet examples
The best lead magnets are practical. That is, they provide …
- A piece of information your reader is hungry for (an informational lead magnet)
- A tool he can use to complete a task (an actionable lead magnet)
- A memorable experience that helps him right away (an experiential lead magnet)
Informational lead magnets: give your reader a piece of valuable information
1. eBooks: By far the most common lead magnet (and with good reason), eBooks are easy for you to create and simple for your reader to consume. A good eBook lead magnet offers more depth than a blog post, but not as much as a full-length book. To create a winner, offer a unique piece of information or a comprehensive guide on a relevant topic that hits on a clear need in your reader.
2. Whitepapers: If you target a professional audience — like industry leaders, investors, policy makers — or if you want to establish yourself as a thought leader in your niche, then offer a white paper. It’s a free research-backed report with in-depth analysis. Fill it with solid data, trends, statistics, and facts.
3. Infographics: 65% of people are visual learners. Infographics make it easier for a large percentage of your readers to understand complex problems. I use simple infographics on my website as images to help readers put practical writing tools into practice. Create a good infographic about a specific subject in your niche, and users will download and pin it happily. You can use templates in Canva or PicMonkey to get started.
4. Case studies: Analytical thinkers and key decision makers are drawn to real-world, evidence-based successes. If you write for buyers, funders, executives, or project leads, understand that 73% want to know how your product or service has helped others (Content Marketing Institute). Tell a success story through a downloadable case study.
5. Guides: Assemble a collection of your best articles, posts, or tips for your topic. Don’t worry if they’re already published on your website — readers like the convenience of having a set of tips in one place. (I know I do.)
6. Resource list: What sources do you turn to when you need to solve a particular problem? Curate your personalized list of recommended books, articles, websites, and videos. Your resource guide list saves readers time researching what’s best to look at.
Actionable lead magnets: help your reader accomplish a specific task
7. Checklists: Create a step-by-step guide to help users complete a specific task. For instance, if you’re a real estate agent, you can offer home buyers a checklist of what to look for in a realtor.
8. Templates: Create customizable documents like spreadsheets or presentations that readers can use over and over.
9. Cheat sheets: Write a quick reference guide with key information, such as keyboard shortcuts or a glossary of terms.
10. Planners: Set up a calendar or organizer to help users manage tasks like family vacation schedules.
11. Worksheets: Give readers a fillable worksheet they can complete or customize to help them organize information.
12. Workbooks: Group several worksheets together to help readers accomplish a goal.
13. Toolkits and bundles: Combine of a couple of free resources that help your reader complete a task.
Special tip: I create my actionable lead magnets and printables in Adobe Acrobat Pro, which allows me to add fillable fields for my users. It’s an extra perk they love.
Experiential lead magnets: give your reader a unique, memorable experience
14. Quizzes: Craft engaging questions that reveal something to the user, such as “Take this quiz to understand your sleep patterns better.”
15. Calculators: Offer a tool that helps users estimate a value based on their input. Do a search for “free online calculator creator” to find a free way to create yours.
16. Surveys: Gather feedback from users on a specific topic. People like being asked for their opinion.
17. Webinars: Present a live online session with Q&A on a specific subject. Bonus: Record your webinar and offer it to readers after the event.
18. Exclusive discounts or free trial: Give access to a product or service, such as a free membership for 3 months. Or offer a special coupon, discount, or perk to new subscribers. Exclusivity and savings are big draws.
19. Podcasts: Offer select podcast episodes or a unique series as a lead magnet. Readers can download it and listen when it’s convenient for them.
20. Courses or tutorials: An email autoresponder series can teach users how to accomplish something specific. Likewise, an online mini-course introduces users to a subject and engages them in your content.
The 3 best lead magnet ideas for me
Here are the 3 best lead magnets that have helped build my list of followers.
- Guide: I launched my informational website, Tomato Dirt, in 2010 and included a simple opt-in titled Tomato Growing Guide: 10 Must-Know Tomato Growing Tips. The content is evergreen and remains on my website today, pulling in email subscribers every week.
- Mini course: Devotionals are a unique short-form content — one that can be confusing for writers as they dip their toes into the faith-based niche. My mini course, Getting Started Writing Devotionals, provides a perfect on-ramp for readers to check out the full-length course and book. To date, more than 1,000 readers have opted in.
- Checklist: I create free downloadable checklists that correspond to the content on my site’s pages, such as this Self-Publishing Checklist and this 5-Point Headline Writing Checklist. As new readers find my site, they discover helpful content, download the checklist for themselves, and become my subscribers.
The best lead magnets are builders
You may think your lead magnet is just a marketing tool — an incentive you offer to readers.
It’s more than that.
The simple reason that your lead magnet is so valuable? It’s a builder. It builds your following. But when it’s packaged with your user in mind, it builds up your readers, too.
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