What is a Lead Magnet?

Ever heard the phrase “lead magnet” and thought it sounded like something a bit techy or complicated?

It’s really not.

A lead magnet is just a freebie you offer in exchange for someone’s email address.

That’s it.

It could be a discount code, a guide, a template, a free challenge - anything your ideal customer would find helpful, entertaining or valuable. The point is: you’re giving them a reason to join your email list.

And once they’re on your list? You can continue the conversation, sending updates, offers, stories and useful info that helps them get to know, like and trust you (and hopefully… buy from you!).

Let’s break down how it works.

How does a lead magnet work?

Step 1: Create something valuable

This is your magnet. Something small and helpful that solves a problem, gives inspiration, or helps someone make progress in your world.

Step 2: Set up a sign-up form

Use your email marketing platform (like Flodesk, Mailchimp, etc.) to create a form or landing page that collects email addresses. Make sure to point out that by providing their email address, they’re agreeing to receive marketing communications from you.

Step 3: Add an automation

Create an email workflow so once someone signs up, your email platform automatically sends them the lead magnet. No extra effort from you!

Pssst: Our email marketing courses can help you with Step 2 and 3 if needed – find out more

Step 4: Follow up

Now they’re on your email list, you can send them a welcome sequence, stay in touch with regular emails, and build a relationship.

That’s it. Simple, right?

Why bother with a lead magnet?

Lead magnets help you:

  • Grow your list with people who actually want to hear from you

  • Build trust and credibility

  • Sell without being pushy - you’re showing value first

  • Have more control over your marketing (you own your list — unlike social media)

  • Turn followers into subscribers…and subscribers into paying customers

20+ Lead Magnet Ideas to Inspire You

When most people think of a lead magnet, they picture a downloadable PDF. And to be fair, guides and checklists can work brilliantly. We use them a lot!

But here’s the truth: a lead magnet doesn’t have to be a printable.

It just needs to feel valuable to your ideal customer. That could be a quick video, a helpful quiz, exclusive access to something behind-the-scenes, or even a fun email series. In fact, mixing up the format can help you stand out and keep things fresh.

Here are over 20 ideas to inspire you. Pick a format that suits your audience,  your style and your objectives. You don’t need to do them all. Just start with one.

Freebies & Resources

  • A helpful checklist

  • A mini PDF guide

  • A downloadable template

  • A seasonal lookbook

  • A creative poster or print

Email Sequences

  • A 5-day challenge or tips series

  • “Start here” email guide for new customers

  • A specific newsletter on a niche topic

  • A countdown series of emails

Video & Audio

  • A short video tutorial or demo

  • A private masterclass with a guest expert

  • An interview series with other experts in your space

Interactive & Community

  • A quiz with results-based emails

  • A budgeting calculator

  • Invite to a live Q&A or Webinar

  • To enter a vote or poll

Perks & VIP Extras

  • Secret access to a VIP library or content hub

  • A subscriber-only flash offer

  • First dibs on events or limited products

  • Entry into a giveaway

  • Access to a private Pinterest board of ideas

 Remember, your lead magnet doesn’t have to be complicated, techy or polished to perfection. It just needs to be useful and relevant to the people you most want to connect with.

Start simple, keep it true to your brand and treat it as an invitation; a way to begin a conversation with potential customers.

And if the idea of setting up a lead magnet or email workflow feels a bit overwhelming, you’re not alone. Our Email Marketing for Florists courses are designed to hold your hand through the whole process, from idea to inbox. Packed with florist-specific examples and practical templates to help you get started quickly and confidently.

We’ll show you how to build your list, create a welcome flow and actually use email to drive sales…without sounding salesy.

If that sounds like the support you need, come and take a look. We’d love to help.

Helen Burton