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Lead Magnet Ideas for Coaches: Boost Your Email List with These Proven Strategies


For coaches just starting out, getting consistent clients can be a daunting task. Potential clients may be hesitant to hire someone they don’t know and trust with their time and money. It’s important to establish yourself as an expert and build a relationship with your target audience.

One effective way to do this is by offering a lead magnet. A lead magnet is an incentive offered to people in exchange for their contact information, such as their name and email address. It can help attract your target audience, share valuable content, and ultimately convert them into clients.

In this article, we’ll explore 10 irresistible lead magnet ideas for coaches that have proven successful in the industry.


1. Cheatsheet or Checklist

A cheatsheet or checklist is a quick reference guide that is easy to understand and implement. It gives the target audience an itemized breakdown of a certain topic, including:

  • A short list of items
  • Set of reminders
  • Overview of steps


The checklist or cheatsheet can cover tips, tools, resources, mindset shifts, journal prompts, quotes, affirmations, positive habits, reflective questions or statements, and more.

If the content is valuable, the potential client may keep or print out the checklist or cheatsheet and reference it again and again. This establishes the creator as an expert or trusted source that they know they can turn to. A checklist or cheatsheet is a great way to provide value while also building credibility and trust.


2. eBook or Guide

Coaches can offer an eBook or guide as a lead magnet to provide valuable information to potential clients. This content format allows coaches to use:

  • Strong visuals
  • In-depth chapters or articles
  • Ways to inform, teach, or entertain their audience about a specific topic


Here’s a guide on how to create your own ebook + a free Canva template!



3. Workbook

A workbook is a practical incentive for people to sign up for an email list because it encourages them to take action. It can help them:

  • Learn more about a specific topic
  • “Work” through a process
  • Solve a problem
  • Get a quick win


To make it even more helpful, consider making your workbook PDF-editable for those who prefer devices, and ink-friendly for those who prefer print. This ensures it caters to all subscriber preferences.


4. Challenge

Challenges are a highly popular lead magnet, particularly in the online business space. Whether it’s a 5-day, 7-day, 30-day, or longer challenge, it allows coaches to guide potential clients through a process with:

  • Daily instructions or prompts
  • Quick wins every day


This increases engagement as they continue to follow along. It can also increase accountability since they would be motivated to complete the challenge.

A challenge can include:

  • A printable list of daily prompts
  • Automated emails
  • A workbook
  • Video lessons
  • Guest speakers
  • A giveaway/contest
  • A Facebook group/membership


These elements make the challenge more interactive and engaging. Coaches can also consider offering a certification program to help participants become experts.

By creating a challenge, coaches can:

  • Establish expertise
  • Build trust
  • Increase their email list


To create a challenge, coaches can follow these simple steps.


5. Discovery Call

A discovery call is a powerful lead magnet for coaches. It involves an intimate one-on-one conversation between the coach and potential client. This type of call can help coaches:

  • Get to know potential clients on a deeper level
  • Allow potential clients to understand the coach’s unique style and personality


One benefit of a discovery call is that coaches can qualify leads personally to determine fit for their program. Since these calls are scheduled in advance, coaches get the full, undivided attention of the lead for 10-30 minutes.

Discovery calls are an ideal setting to build relationships with potential clients. Coaches can show empathy, listen, and explain how they can help given the client’s unique situation. This encourages the client to be open and honest.

Overall, a discovery call allows coaches to connect with leads and determine if they are a good fit for the program.


Here’s a quick guide on how to prepare for a discovery call:


6. Assessment or Quiz

An assessment or quiz engages your target audience and provides an opportunity for them to learn something new about themselves and their situation. When creating one, ensure the content relates to your business offers. You can include strategic and personal questions about:

  • Who they are
  • What their situation is like
  • What they’re currently struggling with
  • What they want or need most right now
  • What’s holding them back


This will help you gain a better understanding of your target audience and their needs.

Once complete, you can provide the results and highlight the gap between where they are now and their goals. This is an excellent opportunity to strategically position your coaching program as a solution. By doing so, you demonstrate the value of your program in helping them achieve their goals.


7. Roadmap or Framework

A roadmap or framework positions coaches as industry experts. It can provide the target audience with:

  • An outline of a process or workflow
  • A glimpse of the coach’s signature coaching framework or formula
  • An overview of the journey from point A to point B


This big picture thinking allows the audience to:

  • Think bigger
  • Look past their current situation
  • See the next steps needed


By showing the potential and the possible happy ending, coaches become trusted guides to help the audience get there.

A popular option is to offer the roadmap or framework for free and provide the detailed how-to with accountability as the paid program. This can build trust and lead to long-term coaching relationships.


8. Webinar

A webinar allows coaches to share expertise with potential clients. It can be:

  • A video tutorial, training, class, masterclass, or workshop
  • Live or pre-recorded
  • A slideshow with audio
  • Direct-to-camera
  • A mix of formats


Webinars help build the “know, like, and trust” factor by positioning the coach as an expert. Since they are scheduled events, attendees get the coach’s full attention and can ask questions.

Coaches can use webinars to:

  • Attract potential clients
  • Generate interest in their programs
  • Establish themselves as authorities by sharing valuable insights


9. Access to a Community

One of the most effective ways to build a coaching community is by offering access to a Facebook group or membership. This dedicated space allows you to:

  • Interact with your audience
  • Increase know, like, and trust
  • Provide exclusive resources only members can access
  • Go live to teach or answer questions
  • Foster deeper relationships


By offering access to a community, you can create belonging and connect with your target audience.


Now Is Your Turn!

When attracting ideal clients and building a successful coaching business, a lead magnet is highly effective. Here are ten lead magnet ideas for coaches:

  • Discovery call
  • Assessment or quiz
  • Checklist or cheatsheet
  • Workbook
  • Roadmap or framework
  • Challenge
  • Webinar
  • eBook or guide
  • Access to a community
  • Access to a resource library


By providing valuable resources, coaches can establish expertise and build trust with their audience.





01. What are some effective lead magnet ideas for coaches?

Effective lead magnet ideas for coaches include:

  • Free reports or guides on specific topics
  • Checklists with helpful steps, tools, affirmations, or resources
  • Webinars and videos that engage the audience and provide insights
  • Social media sign-ups that share helpful content
  • Discovery calls for intimate one-on-one conversations


02. How can coaches create stand out lead magnets?

To stand out, coaches can:

  • Identify their target audience and create resonant content
  • Focus on providing value and solving specific problems
  • Use eye-catching visuals and design elements
  • Utilize storytelling techniques to engage
  • Personalize the lead magnet to the client’s needs


03. What are some unique lead magnet templates coaches can use?

Unique lead magnet templates include:

  • Interactive quizzes to identify client strengths and weaknesses
  • Challenges that encourage clients to take action
  • Free trials or samples of coaching services
  • Resource libraries with helpful tools and information
  • Templates and worksheets to organize thoughts and plan actions


04. What are the key elements of a successful lead magnet?

Key elements include:

  • Providing value and solving specific problems for potential clients
  • Creating content that resonates with the target audience
  • Using eye-catching visuals and design elements to capture attention
  • Personalizing the lead magnet to the potential client’s needs
  • Making it easy for potential clients to access and use the lead magnet


05. Can coaches use challenges as a lead magnet? If so, what are some examples?

Yes, coaches can use challenges as a lead magnet. Some examples include:

  • A 30-day fitness challenge for exercise and healthy eating
  • A 21-day productivity challenge for time management
  • A 7-day self-care challenge for mental health and wellness
  • A 14-day decluttering challenge for organization
  • A 10-day gratitude challenge for mindfulness


06. How can coaches measure the success of their lead magnets?

Coaches can measure success by:

  • Tracking the number of leads generated
  • Analyzing the conversion rate of leads to clients
  • Monitoring engagement and feedback
  • Tracking downloads or sign-ups
  • Analyzing the overall impact on the coaching program


07. How often should coaches send out new lead magnets?

Coaches can send new lead magnets as often as every 1-2 months. The key is to continually create fresh content that provides value. Send new lead magnets to both new prospects and your current email list.


08. What tools can coaches use to create lead magnets?

Useful tools include:

  • Canva – for designs and graphics
  • ConvertKit – for email marketing
  • Teachable – for online courses
  • SlideShare – for presentations
  • Loom – for video explainers
  • Mailchimp – for email campaigns


09. What makes an effective lead magnet landing page?

An effective landing page has:

  • A strong headline and subheadline
  • Brief explanatory copy
  • Testimonials from past clients
  • A clear call-to-action
  • Easy access to the lead magnet
  • A simple opt-in form


10. How can coaches promote their lead magnets?

Promote lead magnets on:

  • Your website and blog
  • Social media channels
  • Paid ads and campaigns
  • Relevant online communities and forums
  • Email campaigns to your existing list


Picture of Andrew Pixel

Andrew Pixel

Chief Maker and Problem Solver

Andrew is a graphic designer & a strategist working to create time-saving Canva & Adobe templates for small businesses and the creative community. On you'll find social media templates, lead magnets, workbook and ebook templates, slide decks and much more!

Looking to create your own lead magnet?

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