Most photographers skip this. Don't be most photographers.A lead magnet is a free resource you offer in exchange for someone's email address. A posing guide. A venue checklist. A "what to wear" template. Something small and specific that makes your ideal client think “okay, she actually gets it!”
Your email list is the only audience you actually own. Instagram can tank your reach overnight. Your list can't be algorithm-ed away. A lead magnet is how you start building it, and it doesn't have to be complicated. It just has to be useful to the exact person you want to book.
Use the tools below to build yours.
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Not sure where to start? This GPT will help you brainstorm ideas, nail your topic, and outline your content in minutes.
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Here’s everything you need to have done to make sure all your bases are covered before you’re ready to put your new lead magnet out into the world!
[ ] Define the topic of your lead magnet Pick one problem your ideal client has right now -- something they're Googling, stressing about, or asking their vendor friends. The more specific, the better. "Wedding photography tips" is too broad. "How to know if your venue has bad lighting" is a lead magnet.
[ ] Choose Your Delivery Format
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[ ] Identify the promise of the lead magnet Map the transformation. What will they be able to do, feel, or avoid after consuming this? Finish this sentence:
After downloading this, my ideal client will be able to _____ without _____.
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[ ] Create 5 title ideas for the hook Your title is what gets them to click. Use the formulas below to brainstorm. Pick whichever feels most natural for your topic. Aim for clear over clever. ****Ideas:
The [Adjective] [Deliverable] for [Specific Person] "The Effortless Posing Guide for Brides Who Hate Being on Camera"
[Number] [Things] Every [Person] Needs Before [Event/Moment] "7 Questions Every Couple Should Ask Before Booking Their Wedding Photographer"
The [Deliverable] That [Desired Outcome] "The Timeline Template That Keeps Your Wedding Day Running on Time"
How to [Desired Result] Without [Common Fear/Frustration] "How to Feel Confident in Front of a Camera Without Feeling Awkward or Stiff"
The [Timeframe] [Deliverable] to [Result] "The 10-Minute Checklist to Know If Your Venue is Photography-Ready"
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[ ] Create Subheader Your subhead lives right under your title on the opt-in page. Its only job is to say what the thing actually is in one plain sentence… no fluff, no cleverness. Think of it as the "in case the title wasn't obvious enough" line. For example: A free [format] for [who it's for] that [what it helps them do].
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[ ] Bullet list of inclusions List 3-5 specific things inside your lead magnet. Be concrete enough that someone could picture it. Instead of "helpful tips" something like "a 5-step posing sequence you can screenshot and send your photographer.”
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[ ] List the key content you need to create a complete your lead magnet AKA, write copy, create template, design ebook, source imagery etc.
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[ ] Create opt-in form using email marketing provider & embed it onto your site All you need to collect is Name and Email (that’s it!)
*Note: Don’t have an email marketing platform yet? Flodesk is my favorite. The link below will save you 25% off your first year!
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Your lead magnet starts the relationship. What you do next is what actually converts your dream clients. Do they get a welcome email? Do they hear from you again? Do they know who you are, what you do, and why they should book you over someone else?
A lead magnet is the very first step in your funnel, but the funnel is what does the heavy lifting after someone opts in. It's the automated system that delivers your freebie, introduces you, builds trust, and moves someone from 'ooo free thing' to 'I need to book her' without you lifting a finger.
Here's what The Funnel Setup includes:
Investment: $950 Only 2 spots available/month
Reach out to inquire about availability
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