The Best Lead Magnets for Coaches & Consultants (Quizzes, PDFs, or Webinars?)
- Ambra Bellantuono
- Mar 23
- 7 min read
Updated: Apr 5
Before You Create Another Freebie, Read This: How to Pick the Right Lead Magnet.
In my previous article, I discussed why lead magnets are essential for any coaching or consulting business: they help you attract the right clients, establish authority, and build trustworthy relationships with potential customers.
However, choosing the right lead magnet for your audience can be difficult, so in this article, I’ll explore different types of lead magnets to help you determine which one is best for you.
1. PDFs (Guides, Checklist, etc.): Quick and Easy Value
Best if: you want a simple and low-commitment way to generate leads.
If you need to create something quickly or would like to test an idea before investing time, then go for PDF lead magnets. They are among the easiest to create and can be highly effective for attracting sign-ups. They provide instant value in a digestible format, making them great if your target audience are busy professionals.
Examples of Lead Magnets (PDFs):
Career Coach: A checklist for optimizing a resume and LinkedIn profile, ensuring job seekers highlight their skills effectively. It includes tips on using keywords, formatting, and writing compelling descriptions.
Health & Wellness Coach: A short e-book helping people simplify meal prepping and plan balanced meals for the week. It includes shopping lists, meal ideas, and a time-saving strategy for batch cooking.
Financial Coach: A simple guide showing how to create and stick to a budget, track expenses, and save money effectively. It might include a checklist of common budgeting mistakes and strategies to avoid them.
Business Coach: A simple action plan that outlines the key steps to scaling a business, including pricing strategies, client acquisition, and productivity hacks.
Mindset Coach: A daily journal template with affirmations and goal-setting exercises to help people build a positive mindset and boost confidence.
Tips for Success:
Keep it visually appealing and easy to skim.
Solve a very specific problem to make it attractive.
Use bullet points, headers, and white space for easy readability.
Add branding elements like your website URL, your logo and colors for professionalism.
2. Quizzes: Engaging and Personalized
Best if: you want to segment your audience and offer tailored advice.
If you want to create something engaging and more personalized than a generic PDF document, quizzes are a great choice. They are interactive and fun, making them highly shareable. They also allow you to gather insights about your audience and offer customized solutions based on their responses.
Examples of Lead Magnets (Quizzes):
Career Coach: A quiz that helps professionals identify the best career path based on their skills, personality, and goals, guiding them toward job roles they’ll enjoy.
Health & Wellness Coach: A short assessment that helps individuals determine whether their current eating habits and lifestyle are hindering weight loss progress. It provides tailored nutrition tips based on their results.
Financial Coach: A quiz that helps people identify their financial mindset—whether they are spenders, savers, or investors—so they can make better money decisions. It provides strategies for improving financial habits.
Business Coach: A personality-style quiz that reveals an entrepreneur’s biggest strength (e.g., visionary, strategist, or implementer) and offers recommendations on how to use it to grow their business.
Mindset Coach: A quiz that identifies negative thought patterns that may be holding someone back from success and provides mindset shifts they can implement.
Tips for Success:
Keep quizzes short (5–7 questions for the best engagement).
Offer personalized results that guide the user toward your services.
Keep the design clean and avoid distracting elements.
Use branching questions for added engagement and personalization.
Need help setting up a quiz with the right tech? Reach out here and I can help you integrate it into your funnel.
3. Mini-Courses: Position Yourself as an Authority
Best if: you’re offering high-ticket services and want to build trust.
If you’re looking to establish yourself as an expert and authority in your field, consider creating a mini-course for your audience. A short email-based or video mini-course can help you build a stronger connection with your potential customers compared to guides and assessments. The down side is that they require a greater effort on your part to create.
Examples of Lead Magnets (Mini-Courses):
Career Coach: A short training that helps job seekers overcome common job search struggles, refine their resumes, and prepare for interviews.
Health & Wellness Coach: A short challenge with actionable daily steps that teaches people how to reduce stress through simple habits like deep breathing, meditation, and movement.
Financial Coach: A 7-day email course on personal finance basics, covering topics like budgeting, debt repayment, and saving for long-term goals. Each day has a small action step.
Business Coach: A step-by-step guide to launching a business in one week, covering niche selection, business planning, and the first steps to finding clients.
Mindset Coach: A series of short lessons that walk people through simple exercises to shift their mindset from self-doubt to self-belief, using visualization and positive affirmations.
Tips for Success:
Keep lessons short and action-oriented.
Use email automation to deliver the content seamlessly.
Mix different content formats like video, PDFs, and worksheets to enhance engagement.
End each lesson with a clear action step to keep users engaged.
4. Templates & Scripts: Done-for-You Resources
Best if: you want to give clients a taste of your work and help take immediate action.
If you’re looking for a way to showcase your expertise and give your audience a taste of your approach, templates can be a great choice. They are ready-to-use documents that simplify tasks, saving your audience time and effort. Providing a quick win makes them highly valuable in the eyes of your potential clients.
Examples of Lead Magnets (Templates):
Career Coaches: A set of resume and cover letter templates with professionally designed formatting and keyword optimization suggestions.
Health & Wellness Coach: A meal-planning template that helps people organize their meals for the week and includes a grocery list for efficient shopping.
Financial Coach: A budget template that allows people to track their income, expenses, and savings with pre-set formulas for automatic calculations.
Business Coach: A collection of email templates for reaching out to potential clients, following up, and closing sales with confidence.
Mindset Coach: A journal template that includes gratitude prompts, goal-setting spaces, and reflection questions to help users stay motivated.
Tips for Success:
Choose a template that solves a specific, recurring problem.
Make it easy to customize for different users.
Provide a short video tutorial or PDF instructions for using the template effectively.
Add your branding and subtle CTA (Call to Action) inside the template.
5. Webinars & Live Training: Interactive Learning and Direct Engagement
Best if: you want to demonstrate your expertise by engaging with your audience in real time.
Webinars and live training sessions are powerful lead magnets because they allow you to connect with your audience in a personal and interactive way. They also provide an opportunity to showcase your coaching or consulting methods, making it easier to build trust and credibility. While they require more preparation, they offer a great chance for real-time engagement and the ability to answer questions directly, which can positively influence the decision-making process of your potential clients.
Examples of Lead Magnets (Webinars & Live Training):
Career Coaches: A webinar teaching job seekers how to confidently answer common interview questions and negotiate higher salaries.
Health & Wellness Coaches: A workshop that explains the science of habit formation and how to create lasting health changes without relying on willpower alone.
Financial Coaches: A live training that walks attendees through the process of getting out of debt and starting to build wealth, with practical steps and Q&A.
Business Coaches: A step-by-step breakdown of how to attract and convert leads into paying clients using a simple sales funnel.
Mindset Coaches: A training that covers three key mindset shifts needed to break free from self-doubt and achieve personal or professional goals.
Tips for Success:
Promote your webinar or live training well in advance to ensure a good turnout.
Keep the session interactive with opportunities for Q&A, polls, and participant interaction.
Provide valuable content that addresses the pain points of your audience, but leave room for pitching your services at the end.
Use automated reminders to reduce no-shows and increase engagement.
Follow up with attendees post-event by offering a special discount or exclusive content as a thank-you for participating.
Conclusion: What Is The Best Lead Magnet For Your Business?
As we’ve seen in this article, you have different options when it comes to creating a lead magnet for your business. There’s no one-size-fits-all solution and all of these free resources work, but which one is the best for your business depends on different factors, such as your audience, resources, expertise and business goals.
For example, you need to understand your audience and the type of content they prefer to consume as well as the time they are willing to invest. Additionally, you have to align your lead magnet to your business goals to ensure your potential clients are eventually led towards your paid offer.
If you're still unsure about which lead magnet works best for you, I recommend starting small by testing your ideas with simple formats like PDFs and checklists. This way, you can avoid investing resources in something that may not be the most effective for attracting your potential clients.
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