Lead magnet examples: six formats, six trades
Updated November 13, 2026 · 8 min read
Good lead magnet examples share three things: a title that names the result, content the reader can use the same day, and a button at the end that leads to the paid offer. This page takes six apart, one per format and per trade: a recipe book, a 7-day programme, a seller's guide, a video masterclass, a workshop workbook and an investor's checklist.
What good lead magnet examples have in common
A good example is narrow. Each of the six below speaks to one kind of person, promises one result in its title and can be used the day it is opened. None of them tries to cover a whole subject. For the definition and the vocabulary, see what a lead magnet is.
They are the sample lead magnets Sublead uses to demonstrate the product. They are fictional: written to show what each format looks like, not taken from customers, and no result is claimed for any of them. Read them for their construction: who they address, what is inside, why the format fits, and where the button at the end sends the reader.
Six lead magnet examples by trade
Each example pairs one trade with the format that suits it. The title is given as it appears on the opt-in page.
Nutrition creator: "10 keto recipes for the week"
Who it is for: people starting a keto diet who do not know what to cook on a weeknight. What is inside: ten recipes, each with its time, its ingredients and three steps, plus one line that states the rule of the diet. Why the format fits: a recipe is used the same evening, and the number in the title tells the reader exactly how much they are getting. Where it leads: a button to a 30-day keto menu plan, the paid version of the same promise.
Wellness coach: "The 7-day reset"
Who it is for: people who feel tired and have already dropped a big plan or two. What is inside: one page per day, each with a single habit (a glass of water before coffee, ten minutes of walking after lunch) and three boxes to tick. Why the format fits: a programme gives a reason to come back every day for a week, and the last day asks the reader to keep only two habits, which is a goal they can reach. Where it leads: a free 20-minute discovery call. A person who has followed seven days is ready to talk about a programme made for them.
Real-estate agent: "Sell at the right price"
Who it is for: owners who plan to sell in the coming months. What is inside: five steps in order (set the price, prepare the house, photos, viewings, negotiation), a short list under each, and a table of what a sale costs. Why the format fits: asking for this guide is a signal in itself, since nobody reads about pricing a home for fun. The agent learns who is about to sell before a competitor does. Where it leads: a free valuation of the reader's home. For an agent, that valuation is the first appointment.
Content creator: "30 video ideas in 20 minutes"
Who it is for: creators who run out of ideas. What is inside: one page with a title, a 20-minute screen-shared video, three lines on what it covers, and a calendar template as a bonus. Why the format fits: the creator's audience already likes watching them, and a video shows the method being applied in real time. It is also the fastest of the six to produce: record once, embed, publish. Where it leads: the full course, for those who want the rest of the method.
Trainer: "The workshop workbook"
Who it is for: managers and facilitators who have a workshop to run. What is inside: exercises to fill in (the goal in one sentence, the questions to prepare), a 90-minute plan, and a list of things to do before, during and after. Why the format fits: it is the document the trainer hands out in paid sessions, so the reader sees the quality of the real work. A workbook also gets printed and kept. Where it leads: a page to book a workshop for the reader's team.
Finance educator: "The beginner investor's checklist"
Who it is for: people who have never invested and fear a mistake. What is inside: three rules, a list of points to check before the first deposit, an example split presented as an example, common mistakes, and a line saying the document is educational, not advice. Why the format fits: a checklist calms a worried reader, because it replaces a vague fear with boxes to tick. Where it leads: a free monthly letter. In finance, trust builds slowly, and the next step asked is small on purpose.
Lead magnet examples by format
Seen by format, the same six examples show what each one is good at.
| Format | Example | Time the reader spends | Next step it suits |
|---|---|---|---|
| Recipe or swipe collection | 10 keto recipes for the week | A few minutes per recipe | A longer paid plan |
| Day-by-day programme | The 7-day reset | Two minutes a day for a week | A discovery call |
| Step-by-step guide | Sell at the right price | Fifteen minutes of reading | A quote or a valuation |
| Video masterclass | 30 video ideas in 20 minutes | Twenty minutes of watching | A course |
| Workbook | The workshop workbook | An hour, pen in hand | A training or a service |
| Checklist | The beginner investor's checklist | Five minutes, then kept | A newsletter |
Two formats are missing from the samples: the template (a budget spreadsheet, an email script) and the quiz. Both follow the same logic. For titles in your own field, go through the lead magnet ideas by trade.
Lead magnet PDF examples, and when a page works better
A PDF suits the lead magnets people print: guides, checklists and workbooks. It fits when the reader will fill the document in by hand or keep it in a folder, and the workshop workbook is the clearest case among the six.
A PDF also has limits. It cannot play a video, it is hard to read on a phone, and it has to be hosted and sent by email. Five of the six examples above read better as a page: the masterclass needs a player, the recipes are opened in a kitchen on a phone, and the reset is read every morning for a week.
Sublead publishes lead magnets as pages. You write the document, with text, images, tables and embedded video, in one long page or in A4 pages. The link you share is the opt-in page, and the reader sees the document right after signing up. It does not produce a PDF to download. If a file is what you need, the guide to the ebook lead magnet compares the options, and the checklist lead magnet guide gives a structure to copy.
How to turn an example into your own lead magnet
Copy the structure of an example and replace the subject with yours. Four steps are enough.
- Choose the example whose next step matches yours. If you sell calls, look at the 7-day reset. If you sell a course, look at the masterclass.
- Write the title on the same model: a number or a time frame, then the result. "10 keto recipes for the week" becomes "5 stretches for desk workers".
- Fill it with what you already have: answers you give clients every week, a slide from a talk, a process you follow. A first version takes an afternoon.
- End with one button toward the step just before a sale, and say in one line what the reader gets by clicking.
Then publish and share the link where your audience already is: a video description, a bio, an email signature. The complete method, from the idea to the first sign-ups, is in how to create a lead magnet.
Questions and answers
- What is a good lead magnet example?
- A checklist such as "The beginner investor's checklist": one page, a clear reader, something to use at once, and a button at the end toward a newsletter.
- What are the most common types of lead magnets?
- Checklists, guides and ebooks, templates, recipe or script collections, video lessons, workbooks, email courses and quizzes. The right one depends on what your audience wants to do and on what you sell next.
- What are some lead magnet examples for coaches?
- A day-by-day programme such as a 7-day reset, a self-assessment, a workbook of exercises or a short video lesson. All of them lead naturally to a discovery call.
- What is a lead magnet example for real estate?
- A seller's guide such as "Sell at the right price", in five steps with a table of costs, ending on a free valuation. A buyer's checklist for viewings works the same way on the other side of the market.
- Are lead magnet PDF examples still worth copying?
- Yes for their structure: titles, order of sections, the call to action. The format is a separate choice. A page read in the browser suits phones and video better; a PDF suits documents meant to be printed.
- How long does it take to make a lead magnet like these?
- A checklist or a recipe collection takes an afternoon if you know the subject. A recorded masterclass takes the time of the recording. The writing is the long part; publishing it in Sublead takes about a minute.