Relic 24 of 25 · The Amphora
Lead Magnet Ideas
The Greek vessel for wine and oil: trade, hospitality and abundance.
Free offers your buyers actually want, built to qualify them.
A free offer has two jobs
The first job is to be wanted: something your buyer would happily pay a little for. The second job, the one most lead magnets skip, is to sort people. The right free offer attracts the people who will buy your paid offer and bores everyone else. A huge list of the wrong people costs you money every month.
The test for any idea
- Specific: solves one narrow problem, not a whole topic.
- Fast: gives a result in minutes, not a course to sit through.
- Connected: the problem it solves leads straight to your paid offer.
- Revealing: using it shows them they need more help, or tells you who they are.
Twenty-four ideas by format
| Format | Example | How it qualifies |
|---|---|---|
| Checklist | The 21-point launch checklist | People who are about to launch |
| Template | Fill-in sales page template | People who are building now |
| Swipe file | 50 subject lines from launches that sold | People who write their own emails |
| Calculator | Ad budget calculator | People ready to spend on ads; their inputs tell you their size |
| Quiz | "What is your bottleneck?" assessment | Answers segment them by problem and stage |
| Scorecard | Funnel health score out of 100 | Low scores reveal the need for help |
| Audit | Self-audit worksheet for your offer | Owners who already have an offer |
| Script | Sales call script | People who already take calls |
| Case study | Full breakdown of one campaign | People with the same situation |
| Mini training | 20-minute video on one method | Watch time shows intent |
| Challenge | 5-day email challenge | Finishers are your warmest leads |
| Workshop replay | Recorded workshop with worksheet | People willing to give an hour |
| Resource list | The exact software stack for a one-person agency | People at that business stage |
| Planner | 90-day growth planner | People who plan ahead to grow |
| Report | Industry pricing report | Owners setting or raising prices |
| Prompt pack | 30 AI prompts for writing ads | People who write ads themselves |
| Teardown | Video teardown of a well-known funnel | People building funnels |
| Free tool | Headline analyser or simple app | Repeat use keeps you in front of them |
| Sample | First chapter or first module free | People evaluating the paid product |
| Trial | 7-day access | People close to buying |
| Consult | Free review of their page or ad account | High intent; use an application form |
| Roadmap | Step-by-step path from where they are to the result | Shows the full job, and how much help they need |
| Cheat sheet | One-page summary of a framework | Quick consumers; good for social |
| Community | Free group or newsletter | Long-term nurture, low immediate intent |
Build the bridge to the paid offer
The free offer should solve a real problem and, in doing so, make the next problem obvious. That next problem is what your paid offer solves.
01
Your paid offer solves
[Paid offer] gets [buyer] [result]…02
The first step of that result
Before they can get [result], they need to [first step]…03
Your free offer does that first step
[Free offer] helps them [first step] in [minutes]…04
What it reveals next
Once they have done it, they realise [next problem], which is what [paid offer] solves…Example: the paid offer is a done-with-you funnel build. The free offer is a funnel scorecard. Scoring their own funnel shows them three or four broken steps, which is the work the paid offer does.
Qualify at the door
Add one to three questions to the opt-in form. Fewer people will sign up; more of them will be right.
| Question | Tells you |
|---|---|
| What is your monthly revenue? (ranges) | Whether they can afford the paid offer |
| What is your biggest challenge right now? (options) | Which follow-up sequence to send |
| When do you want to fix this? (now / 3 months / just looking) | Who to call first |
| What do you sell? (options) | Which case studies to show them |
Send each answer to its own follow-up. The "now" and high-revenue answers get an invitation to book a call on the thank-you page.
Score your ideas
Rate each idea 1 to 5. Build the highest total first.
| Idea | Wanted | Fast to use | Leads to paid offer | Easy to make | Total |
|---|---|---|---|---|---|
Name it so they want it
- The [number]-[unit] [thing] for [result]: The 5-minute offer audit for coaches
- The [audience]'s [format] to [result]: The clinic owner's checklist to fill next month's diary
- [Result] without [pain]: the [format]: More replies without more emails: the swipe file
- What is your [score / type]?: What is your funnel score?
After they opt in
- Deliver it instantly on the thank-you page and by email.
- Use the thank-you page for the next step: a short video and a link to book or buy.
- Send a follow-up within 24 hours asking if they used it, and what they found.
- Run a short sequence that moves from the free result to the paid offer.
- Track sales by lead magnet, not sign-ups. Retire the ones that bring sign-ups but never buyers.
Want this built for you instead of by you?
Return to the vault