You're running ads for your gym. You've honed your copy and paid the man to boost them. Still, no bites. What's the problem?

It's hard to get strangers to buy into your core offering when they know nothing about you or whether your program works. That's why in addition to your regular advertising, you need lead magnets.

Lead magnets are smaller—but still valuable—offerings that give people something in exchange for their contact info. They don't have to be expensive or complicated, and they're a great way to widen your lead funnel and get more people in it.

In this episode, digital-marketing expert Mateo Lopez shares the key elements of effective lead magnets and how you can get started making your own.

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Timeline:

1:48 – Lead magnets: Really great bribes.

2:53 – Where lead magnets go.

5:01 – The purpose of lead magnets: to get people into your lead funnel.

6:43 – Positioning your company as an authority figure.

7:08 – The importance of presentation.

9:21 – The mistake many gyms make with their ads.

11:15 – Removing risk for the prospect.

13:00 – Lead magnets can double as retention tools.

13:58 – A few examples.

16:11 – Be irresistible and specific.

17:39 – Solve a problem.

18:20 – Offer a quick, small win.

19:25 – Make it actionable.

20:09 – Lead magnets should be easily digestible.

22:11 – Cost of production.

22:30 – Follow through: Make sure your lead magnet delivers on its promise.

24:07 – More on establishing authority.

25:15 – Real and perceived value.

26:00 – Design matters: Proofread.

27:20 – Don’t steal photos.

29:00 – Scarcity and urgency.