There is almost no end to the amount of lead magnets you can choose from.

But you might be wondering what the best lead magnet for you and your business is if your goal is to generate

  • More leads
  • More sales appointments
  • More clients

Well, before I answer that, I just want to clarify what a lead magnet is.

What is a lead magnet?

A lead magnet is usually some kind of free content that you give someone in return for their contact info, such as their name and email address.

Once you have their name and email, you can send them follow-up emails to build more trust and get them to convert into an appointment or a client.

You have many options for creating lead magnets that attract people to what you do and how you can help them.

Here are a few options:

  • eBooks
  • PDFs
  • Webinars (automated or live)
  • Free guides
  • Checklists
  • white-papers
  • Videos
  • Video sales letters
  • Etc…

So it can sometimes be a little overwhelming when deciding what to spend your time, money and resources on when creating a lead magnet.

You don’t want to put all this work in for nothing if you create the wrong type of lead magnet, one that doesn’t work well in generating leads or getting conversions from those leads.

Well, whatever you use as a lead magnet, you want it to do TWO things:

1. Build trust
2. Get them to take action on the next step

For most of my clients, the next step is getting them to book a sales appointment after they have consumed the content inside of that lead magnet.

So, the question then really becomes, what is the best lead magnet that allows you to do those two things – build trust and get sales?

Well, most lead magnets can be put into two main categories:

  • Written content
  • Video content

Let’s look at both of those options and see what is best for you…

By the way… To see an example of the primary lead magnet I use in my own business CLICK HERE!

Option 1: Written lead magnets

So this could be a free guide, checklist, ebook, etc.

Can written content build trust with potential clients?


But what I’ve found, in my experience, is that while it can build trust if people consume the content, most people won’t actually read it.

It doesn’t matter whether you’re giving them a free guide, a short guide, or a whole ebook.

And this is a big problem.

Because if they don’t read or consume the content, you won’t be able to build any trust.

With written content, does it take people to that NEXT step in your sales process?

For most of my clients, the goal is to get them to book a sales appointment, to learn more about how they can help them…

Does written content allow you to do that?

Again, it CAN… But because a lot of people don’t always actually consume the written content, it’s difficult to get people to take that next step.

Now, that’s not to say written content doesn’t work.

It can work.

If they’re extremely motivated to solve a problem and already know who you are, beforehand, written content can be effective.

Example: The Free Book Funnel with ClickFunnels by Russel Brunson

Most people in marketing already know what ClickFunnels is and who Russel Brunson is, so he’s already built up a large amount of trust with a lot of people.

So when he gives away free written content (such as a book), it’s much easier to get people to consume that content since he’s already established as being trustworthy.

But if people don’t know who you are, if this is the first time they’re hearing about you, getting them to consume written content is more difficult.

Just because a popular online figure uses this option, doesn’t mean you’ll get exactly the same results.

In fact, many other popular digital marketers with their own book say to only create a book one you’ve already got a large following and a well established online presence.

So, if you’re just a normal business person (like me) without millions of followers, let’s take a look at the second option…

Option 2: Video lead magnets

You can do a quick Google search on video content and see that it gets a lot more engagement than written content, as well as allows you to build up trust with people much quicker.

There’s just something different about communication with someone over video when they can see you or at least hear you vs just reading something online.

Ignoring the statistics and just talking purely from my own real-life experience, I’ve found that people watch and consume video content much more than written content.

So, video clearly builds up trust with potential clients.

But, what about the second thing to look for in a lead magnet, getting people to take action?

Does a video lead magnet get people to take action?


IF people consume the content, you build up trust. So logically they will want to learn more about how you can help them.

So, now that you see that video content is the best way to build trust and get people to take action, you might be wondering…

What is the best type of video lead magnet?

Well, it really depends on your goal.

If your goal is to get more sales appointments, then your best option is going to be to create a short video – which I call the Video Sales Letter.

See also: How to create a video sales letter (VSL)

It’s a 5-10 minute video that explains how you actually help your potential client and why your solution is better than alternative ones.

At the end you can say, “If you want to learn about my solution, you can click the button below this video to schedule a call.”

Simple as that.

If your goal is to get more sales online (without a sales appointment), then I recommend doing a longer video – about an hour long – that goes into a lot more detail about how you can help them.

Then you can give them an offer at the end to learn more.

So there’s two types you can create.

If your goal is to get sales online (without a sales appointment) then I’d recommend a longer video.

Long vs short video lead magnets

If you’re just starting out, I suggest getting familiar with shorter videos. Get good at them first, get people booking appointments and then move over to long videos once you’re experienced.

It’s a lot easier to get someone to book an appointment after watching a video then it is to get someone buying something online after watching a video.

What is the best type of lead magnet?

In most cases, video is going to be the best type of lead magnet for your business.

And I recommend to most business owners to do a video sales letter (VSL).

Now, the last thing I want to mention about lead magnets (which is super important) is that when you create a video lead magnet in the right way…

It’s designed to get you both short term and long term results.

  • Short term results are the leads that consume that content and take action straight away
  • Long term results are lead that consume that content and take action later on

What’s great about this type of lead magnet is that you get the best of both worlds… short term and long term results.

You get people who want to work with you NOW taking action.

And if they don’t take action right away, because you have their email address, you can keep following up with them with trust building content until the time is right for them to take action.

To see an example of both the short and long video lead magnet and what this looks like, you can just have a look at the one I created here.