Last updated on March 4th, 2025 at 06:41 am
Your lead magnet might be great.
But if its title doesn’t immediately grab the potential customer’s attention, you will struggle to generate leads.
So how can you create a perfect title for your free eBook, course, webinar, or whatever else you are using as your lead magnet?
Today we will share five tips that can help you with that…
- Tip #1: Understand Your Dream Customers
- Tip #2: Make Sure that the Title Conveys What Your Lead Magnet is All About
- Tip #3: Make Your Title as Specific as Possible
- Tip #4: Add a Subtitle that Provides Additional Information
- Tip #5: Don’t be Boring!
- Want to Learn How to Convert Leads Into Paying Customers?
Tip #1: Understand Your Dream Customers
You know who are the best copywriters?
It’s not the people that are the most talented wordsmiths – it’s the ones that understand their dream customers the best.
That’s why customer research should be the foundation of your copywriting – without it, nothing else matters, because you won’t be able to create copy that resonates with your target audience at an emotional level.
We recommend you figure out where your dream customers hang out online and then observe the conversations happening there.
That could mean:
- Registering to online forums
- Subscribing to subreddits
- Listening to podcasts
- Watching YouTube
- Reading relevant blogs
- Reading popular books
- Following influencers on social media
- Going through the reviews of competing products
…etc.
The goal here is to learn what drives your dream customers, what they are trying to achieve, what they are struggling with, etc.
You should also pay attention to the language that people in your target audience use to express themselves – take note of specific words, metaphors, imagery, jargon, and so on.
Ideally, you should get to the point where you understand your dream customers better than they understand themselves.
Tip #2: Make Sure That the Title Conveys What Your Lead Magnet is All About
While it’s true that unexpected titles can work well because they are great for grabbing people’s attention, it’s best to play it safe if you don’t have much copywriting experience.
When the potential customer sees the title of your lead magnet, it should be immediately clear to them what your offer is all about.
Simply use a title that is descriptive of the content that you are offering.
Example: “Copywriting Secrets”
Our friend copywriter Jim Edwards has a lead magnet called “Copywriting Secrets” – it’s a physical book that you can get for free provided that you cover the shipping.
The title is self-explanatory – you immediately know what the book is about merely by looking at it.
So when someone who wants to learn more about copywriting sees it, they immediately know that it’s a book for them.
Meanwhile, those who aren’t interested in the subject immediately know that it’s not for them, which helps prevent disappointment.
Tip #3: Make Your Title as Specific as Possible
In general, the more specific the title, the better it converts.
Of course, you should never apply copywriting principles blindly, you should always A/B test everything to see what works best for your business.
That being said, you might want to look for ways to make your lead generation title more specific, especially when it comes to the outcome that you are promising.
Example: “$0 to $1k Per Month”
Nick Stephenson, a best-selling author and a business coach that teaches writers how to sell more books, uses a video course as his lead magnet.
That course is called “$0 to $1k Per Month”
Note how this title promises:
- Guidance even if you are a complete beginner – it’s okay if you are starting at $0 per month!
- A specific outcome – you will learn how to go from $0 per month to $1,000 per month.
- A realistic outcome – earning an extra $1,000 per month probably seems doable to most people.
See how this title is designed to appeal to Nick’s target audience?
Also, we assume that he underpromises with the intention to overdeliver:
Presumably, he is hoping that you’ll end up making way more than $1,000 per month but is playing it safe because he’s confident that he can help you reach that milestone.
This is clever:
If you go through the free course, implement what you learn, and achieve the $1,000 per month goal, you will likely be super interested in Nick’s paid course because you will trust him to provide value.
It’s a refreshing approach to copywriting that you should consider – promise realistic outcomes, then deliver what you promised.
That will help you build the trust required to convert those leads into paying customers.
Tip #4: Add a Subtitle That Provides Additional Information
You should keep the title of your lead magnet short because you want the potential customer to immediately understand what your free offer is all about.
However, this means that the amount of information you can convey with your lead magnet title is extremely limited, so you might want to add a subtitle that provides more details.
Example: “$0 to $1k Per Month”
Nick Stephenson uses the previously discussed “$0 to $1k Per Month: Author Marketing Training” title.
But then he also has a “Free Seven Day Course: How to Build Your Author Business to $1k Per Month – And Beyond” subtitle.
The title grabs your attention and explains how this lead magnet will make your life better – it will help you go from zero to $1,000 per month.
Meanwhile, the subtitle provides more information about the lead magnet while reiterating the main benefit – now you know that it’s a free seven-day course.
Tip #5: Don’t be Boring!
You want your lead magnet title to convey what your free offer is all about.
However, if you solely focus on conveying information, you run the risk of ending up with a title that’s just plain boring.
Here are some ideas on how to make your title and subtitle more appealing:
- Challenge the conventional wisdom in your niche – Dr. John Briffa does this well with his book title “Escape the Diet Trap: Lose weight for good without calorie-counting, extensive exercise, or hunger”.
- Be outrageous in a humorous way – Marie Forleo has a book called “Make Every Man Want You: How to Be So Irresistible You’ll Barely Keep from Dating Yourself!”.
- Allude to hush-hush secret knowledge – Our co-founder Russell Brunson’s book trilogy is a great example of this. More on it in just a moment.
By the way, if you are struggling to come up with a compelling lead magnet title and subtitle, just start browsing Amazon’s book section – publishers have mastered this “Title + Subtitle” formula, so it will surely get your creative juices flowing.
Obviously, don’t outright plagiarize any book titles, but look for ideas that you can then apply to your lead magnet.
Example: “The Secrets Trilogy”
Our co-founder, Russell Brunson, has written three best-selling books:
- “DotCom Secrets: The Underground Playbook for Growing Your Company Online with Sales Funnels”
- “Traffic Secrets: The Underground Playbook for Filling Your Websites and Funnels with Your Dream Customers”
- “Expert Secrets: The Underground Playbook for Creating a Mass Movement of People Who Will Pay for Your Advice”
We use all three books as lead magnets – you can get physical copies for free, all we ask is that you cover the shipping costs.
Do you see how the titles and the subtitles are designed to pique your interest?
We use words like “secrets”, “underground”, and “playbook” to create a sense that these books contain secret knowledge that only a select few have access to.
Of course, if you promise something in your title, then you need to deliver on that.
In these books, Russell shares the strategies and tactics that he used to take ClickFunnels from zero to $100M+ in annual revenue, so the content isn’t some basic stuff with the word “secrets” slapped on it.
Keep in mind that if you grab people’s attention with the title, but then the actual content is a letdown, then those leads won’t convert into paying customers.
So be careful to only make promises that you can keep!
Want to Learn How to Convert Leads into Paying Customers?
Applying these tips should help you get more leads.
But you need a system for converting those leads into paying customers and then into repeat customers.
Our co-founder, Russell Brunson, has developed such a system – it’s called the Value Ladder sales funnel.
And in our 5 Day Challenge, he will walk you through building one for your business step-by-step.
You will learn how to:
- Generate unlimited leads
- Create your first lead magnet
- Build your first sales funnel
- Create a simple 6-email follow-up sequence
- And launch your funnel
…in just five days!
So don’t hesitate.