What comes first: Lead Magnet or Digital Course?

The question of chicken or egg comes up in every possible scenario, including whether you should have a lead magnet before you have your digital course or if you should just jump in with your digital course.

Most marketers will tell you that you need to go ahead and create a lead magnet so that you can build your email list while you then turn and build your course. This seems logical on the surface, but after years of watching this advice play out in the digital space, I don’t know it serves digital entrepreneurs well.

Would you rather have a lead magnet out there attracting an audience that isn’t aligned with your core offer or would you rather have a lead magnet that creates a solid stepping stone to your paid offer?

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Please Note: Dr. Moira was a Certified StoryBrand Guide from May 15, 2022 until July 15, 2024. Any episodes mentioning StoryBrand were recorded during a time when she was certified as a Guide. If you would like to be connected with an active StoryBrand Guide, feel free to reach out as she still maintains contacts within the Guide community.