Building email automations is just the first step in your email marketing strategy. But here's the truth: those automations are worthless without new subscribers flowing into your list.
New subscribers are the lifeblood of your email list. Without consistent growth, you'll find yourself presenting the same offers repeatedly to the same people – a recipe for declining results and audience fatigue.
But here's what most people get wrong: growth at any cost isn't the goal.
Inviting everyone to join your email list isn't a strategy – it's a fast track to poor results. Random subscribers who aren't genuinely interested in your services won't:
Instead, you need targeted lead magnets that attract the right people.
For service providers, coaches, and consultants, email subscribers are leads – potential clients who might eventually book your services.
A lead magnet is a low-cost or no-cost offer designed to attract these leads to your email list.
Important distinction: Your lead magnet doesn't have to be free. It can be a low-cost offer (typically $25 or less, depending on your service pricing) that still provides incredible value.
What separates a generic freebie from a targeted lead magnet that converts? Three key elements:
Generic example: "How to Attract Your Best Hair Clients" (for business coaches) Targeted example: "A Guide for Natural Hair Stylists: How to Attract Clients Who Love Their Natural Hair"
The more specific your target audience, the more compelling your lead magnet becomes.
Focus on solving one clear problem or helping achieve one specific outcome. Avoid trying to cover everything – specificity converts better than comprehensiveness.
Consider how your ideal clients prefer to consume content:
Match your delivery method to their preferences.
Why they work: Webinars are highly effective for service providers with premium offerings because they allow potential clients to:
Best for: High-ticket coaches, consultants, and service providers who want to build trust quickly.
Format options:
Pros: Easy to create and distribute Cons: Easy to ignore or discard
Success tip: Ensure your PDF hits all three targeted lead magnet elements to stand out from generic freebies.
Why they work: Video consumption continues to rise, making this format increasingly effective.
Best practices:
Best for: Service providers comfortable on camera who want to showcase their personality and expertise.
Perfect for: Service providers who want to offer valuable lead magnets without creating PDFs or appearing on video.
How it works: Subscribers receive a series of educational emails on a specific topic.
Example structure for natural hair stylists:
Benefits: Builds trust through consistent value delivery and keeps you top-of-mind throughout the sequence.
Remember: A targeted lead magnet isn't just about list growth. It's designed to:
A strong, targeted lead magnet is your key to growing a healthy email list filled with people who are genuinely excited about your brand and ready to invest in your services.
The goal isn't just more subscribers – it's the right subscribers who will become loyal community members and paying clients.
Start by identifying:
Answer these three questions, and you'll have the foundation for a lead magnet that actually converts.
