The Lead Magnet Guide10+ leads, no big audience

By the end of this you'll have every piece we use to run a lead magnet, from the post to the page the link opens.

A lead magnet is a post that gives away something useful to anyone who comments a keyword. Everyone who comments gets a DM with the link, so a reader who was scrolling past becomes someone you can contact.

Every template here is also in the download in section 09.

96% of his impressions went to people who didn't follow him. He finished the 90 days with 4,000 followers, 40 qualified leads and 24+ booked calls.

The leads came from the whole system: the posts that give, the lead magnets, the DMs and the follow-up. The lead magnets are the step that turned impressions into people he could contact. Impressions come from his own LinkedIn analytics.

Ask for something in every post and people stop reading. One ask for every two posts that simply give is the mix we run.

The posts that give build the trust that makes the ask land. Write about the problems your buyers actually look up: a mistake they're making this week, a result with the numbers, an opinion your competitors won't say out loud, how you do the work.

The lead magnets go out twice a week, each one giving away a different resource with its own page. I schedule mine on alternate days, so no two go out back to back.

Where the 8 resources come from: the things you already use with clients, like your templates, your checklists, your prompts or the doc you send every new client. If you wouldn't use it yourself, don't give it away.

1. Hook, 1 line. The outcome your reader wants, or a result with a number in it.
2. Second line. Raises the stakes or names the proof.
3. Proof. The numbers behind it, one per line if there are several.
4. The bridge. One line that says you wrote it up for them.
5. "Here's what's inside:" then 5 to 7 arrow bullets. Each one is something that's actually in the resource. Never a category name.
6. The close. "Free access 👇" or "Get access for free!". Rotate them.

Keep it under 250 words.

[The outcome your reader wants, in one line]

[The result that proves it, in one line]

[Number 1]
[Number 2]
[Number 3]
[Number 4]

I wrote up exactly how we [did it] so you can do the same.

Here's what's inside:

→ [something in the resource]
→ [something in the resource]
→ [something in the resource]
→ [something in the resource]
→ [something in the resource]

Free access 👇

A real one

This is the post that gives away this guide.

You don't need a big audience to get 10+ leads a month on LinkedIn.

One of our clients got 40 qualified leads in 90 days.

Starting point: 800 followers, no repeatable way to reach his buyers
Posts in 90 days: 73
Impressions: 1,355,311
Seen by people who didn't follow him: 96%
Qualified leads: 40, about 13 a month
Booked calls: 24+

The lead magnets are what turned those impressions into people he could actually contact.

I wrote up exactly how we run lead magnets for clients so you can do the same.

Here's what's inside:

→ the monthly mix: 24 posts, 1 in every 3 a lead magnet
→ the lead magnet post format, line by line
→ the graphic with the comment box, ready for your keyword
→ the DM that sends the resource and asks for the call
→ the 2 comment replies, one for connections and one for everyone else
→ the repost schedule: 3 reposts in the first 12 hours
→ the page each resource lives on

Free access 👇

The rules

• The comment keyword goes on the graphic, not in the post.
• One ask only. Never "like, comment and repost".
• Never write "connect with me" in the post. Ask for the connection in the reply to their comment.
• Don't end the post on "book a call". In our analysis of 1,446 top posts, posts ending that way hit their creator's top 5% a third as often as the rest.
• Every bullet describes something that's actually inside the resource, and every number is real.

The full post format, as a Claude skill that writes them for you, is free too: the Lead Magnet Post Skill.

• Size: 1080 × 1350, LinkedIn's 4:5. Export it at 2x (2160 × 2700) so it stays sharp.
• One idea: the outcome or the result, as big as it fits. Not the whole post again.
• The comment box at the bottom: "Comment KEYWORD for [the thing] ↓", with "(must be connected so I can DM you)" under it.
• The keyword: one word, in capitals, in its own box, so nobody misspells it.
• Text size: every line people need to read is 26px or bigger at 1080 wide, because a phone shows the graphic at about a third of its size.
• Your brand: your colours and your font. Paste your real logo, never a redrawn one.
• No image generator: every word on it has to be exact, so build it as a page and screenshot it.

Using the template

1. Open the file in a text editor and change the title, the 4 lines and the keyword. Change the 3 colours at the top to yours.
2. Open it in Chrome.
3. Screenshot it at 2x: in Chrome's developer tools, open the device toolbar, set 1080 × 1350 with a device pixel ratio of 2, then pick "Capture screenshot" from the ⋮ menu.

Or hand the file to Claude and ask it to make the changes and screenshot it for you.

Everyone who comments the keyword gets the resource in a DM within minutes. We use LeadShark to send it. Any comment-to-DM tool with keyword triggers works.

Hey {first name}, appreciate you engaging with the post, here's the [resource]:

[link to the resource]

If you're looking to [the outcome you sell], feel free to book a free [call] here: [booking link]

It sends the thing they asked for, then asks for the call once, softly, at the end.

@{first name} sent, did you get it?

The question gets them to reply, which adds a second comment to the post.

@{first name} please connect with me so I can DM you.

You can only DM people you're connected to, unless you pay for InMail.

Settings

• Trigger: the keyword, matched in any comment.
• Connection requests: on, so anyone who comments without being connected gets a request from you.
• Auto-like comments: off.
• Automatic follow-up DM: off. The follow-up happens on the resource page and in the call link.

A repost puts the post back in front of followers who missed it the first time, while the comments are still coming in. Schedule the reposts when you schedule the post, in the same tool that sends the DMs, so nobody has to remember.

The DM links to a page, not a file. One page per resource, so every lead magnet points somewhere specific. This is the layout we use, and the one you're reading.

1. Thank you, and where to find more from you.
2. The title, in the words your buyer already uses.
3. Who you are, in one line, with your real numbers.
4. Why it matters, in a few short paragraphs: the problem, what this is, what they'll have by the end.
5. A box that offers to do it for them, with your call link.
6. What's inside, as a numbered list.
7. The sections. Each one opens with "After this section you'll..." so the reader knows why it's there.
8. A second box halfway down, with the same offer.
9. The files, to download or copy.
10. What's next: do it yourself, or have you do it.

Open page or email first

Our own resource pages are open, so anyone with the link can read them. If you want every reader on your email list, ask for an email before the page opens, then send a short welcome sequence that delivers the resource and invites the ones with a real problem to book a call.

The zip has every template from this page as its own file, plus the graphic.

Run it yourself. Build one resource you already use with clients, put it on its own page, set up the DM, then post it with the format in section 04. Do it twice a week.