3 fiction lead magnet ideas
Affiliate Disclosure: This post contains affiliate links, which means if you click on them and make a purchase, I will receive a small commission (at no extra charge to you).
“Lead magnet” is a marketing term for the gift you give readers as an incentive to add themselves to your email list.
Think of it as an ethical bribe.
This isn’t optional. To get people to sign up to receive occasional author updates or a regular newsletter, you need to offer them a free, downloadable gift. It has to be something your readers, fans, or audience need or want.
My primary lead magnet is a one-page PDF file with my “Top 5 Free Book Promotion Resources.” Authors receive it when they complete the form on the right side of this screen or on a page I’ve created specifically for that purpose — a “landing page.”
The big question for you is: What should I offer as my incentive?
Not an easy question for novelists
That question is easier for nonfiction authors to answer than it is for novelists. Nonfiction authors can create quizzes, templates, infographics, cheat sheets, and samples, among other options.
More often than not, if they’re using any kind of lead magnet, fiction writers are using a novella or short story.
But is that your only option?
Nope.
Here are a few suggestions to get you thinking.
Fiction lead magnet idea #1: How to do something
Bear with me on this. It’s possible.
When I read Jane Green’s Saving Grace, which made frequent references to food that sounded delicious, I wanted the recipes. I wanted them so badly that I searched for them online. Unfortunately, she didn’t provide them.
If Green had offered a collection of recipes featured in that book as a lead magnet for her list, I would have “opted in” — marketing-speak for “added myself to her list” — without thinking twice.
The author of The Language of Flowers could create a one-page illustrated guide to flowers as symbols (daisy is innocence, calla lily is passion, aster is wisdom, etc.).
And how about a tongue-in-cheek sheet of instructions for “how to be a crazy rich Asian” to go along with the Crazy Rich Asians trilogy?
It’s not that hard after all, right?
Fiction lead magnet idea #2: A cheat sheet
Imagine a lead magnet for How to Make an American Quilt that offers the best quilting tips from top quilters — even though it isn’t a nonfiction how-to quilting book.
If you’ve read Dan Brown’s Angels & Demons, you can appreciate how a map of the Vatican or a guide to Bernini’s art might have enhanced your story enjoyment. You’d add yourself to his mailing list to get that, right?
If you write fantasy novels with many characters with unusual names, consider creating a one-page PDF character guide with names and descriptions. It will be a Godsend to fans who read in many small units of time rather than in long sittings.
Fiction lead magnet #3: Your book’s first chapter
This is the go-to option for most novelists. It’s what most recommend doing not because it’s the only idea they can think of, but because it’s the easiest to offer and implement.
Just save your first chapter as a PDF file and set it up in your system for downloading.
It’s a smart option because it lets readers sample your storytelling and writing skills. (Because of that, if you’re not a good writer, this could work against you.)
Because it will help readers who aren’t yet familiar with you take your book for a test drive, it’s a solid option for first-time novelists.
If you’re a seasoned writer with an established fan base, though, start getting creative with options one and two. You’ll have more fun with it, and so will your readers.
Creating your lead magnet
You can create an attractive, effective lead magnet with low-cost resources. I’ve used each of the following:
Fiverr
On the Fiverr site, search for “lead magnet design.”
To make sure you have a vision for what you want your designer to create, I recommend adding yourself to lots of email lists that offer lead magnets so you can see what other people are doing.
When you find one or two that you like, attach one to your order as an example of what you’re looking for.
Your other option is to scroll through the design samples offered by Fiverr designers to find something that resonates with you and your book’s personality.
In general, I find that I get the best results on Fiverr when I can give the designer an example of the type of look I’d like to have.
Designrr
Designrr is my new favorite toy. I paid $27 for this web-based software that lets me take content I’ve already created on my blog, in a Word file, on Facebook, or on a web page — and turn it into a range of end products.
When I wanted to create a special free gift for a conference I spoke at recently, I used Designrr to turn a blog post into a short report. The nerd in me enjoyed exploring the templates and imagining the many design options for the audience handout.
You’ll get a PDF as well as a URL that houses the PDF. Give that URL to people who add themselves to your list.
Canva
While Canva is free, if you aren’t familiar with it already, it will be your most time-intensive option as you review templates and learn how to customize or replace elements.
Start by typing “lead magnet” into the search box to get a nice selection of options and templates. Or, if you know what you want — say, an e-book — simply type that term into the search box.
Alternatively, on the home page, select “browse all” in small type in the upper right, just under the large search box. Scroll down to see all options. Best bets are documents, education, marketing, and events categories. Click around each collection to find something that speaks to you.
“A4 document” in the “documents” collection and “announcement” in the “events” collection offer appropriate templates and inspiration.
Need a lead magnet idea for your book? Join the Build Book Buzz book marketing group on Facebook and start a discussion. Tell us you’re looking for help with a lead magnet idea, provide your book title, and give us a short book description. Let’s rally the troops to help you if you need it!
What are you using as an incentive to get people on your list? Tell us in a comment.
Subscribe to the free Build Book Buzz newsletter and get the free special report, “Top 5 Free Book Promotion Resources,” immediately!
Oh great. Just what I need. More ideas to implement!! Kidding. This is a fantastic post, and so helpful.
There’s always something more to do, right, Vicki? I’m glad you like it, even though it gives you something else to think about!
: )
Sandy
I like this, Sandra. You are so full of great ideas!
Thank you, Joy! I try! (And I’m so glad you noticed.)
Sandy
Sandy, anther gem. I’ve been giving my author cards and flyers away for the last 2 years. In return I get email addresses. Since my book should be published in October, I’m preparing a mailing list. 1st chapter for all. Excerpts depending on the reader. I don’t think mailers should be sent too far ahead of the book’s publication. I think of my potential readers like the rings of a target. Each will receive selected excerpts. I’ll let you know how this will work out.
Thanks, Jim. Please keep us posted! Do you have an opt-in email form on your website, too?
Sandy
For some reason, I’ve just heard about lead magnet. I knew about giving away a chapter of a short story on my blog, I’ve just never implemented it. I’m still fearful of the whole promotional thingy as a shy writer. So I purchased your 365 Daily Book Marketing tips. I hope to find something that resonates with me and my lack of ideas and my shyness.
Hope you can help.
Carol, I suspect that most authors don’t know about lead magnets, so you’re certainly not alone.
I promise you that you’ll find something in your 365 Daily Book Marketing Tips that will resonate with and inspire you! You can be shy, quiet, or introverted and still be successful promoting your book.
Sandy
Hi Sandra,
This post is really helpful-thank! I’ve known about lead magnets for a while but am not yet a published author (MS in early stages). Do you have any tips for lead magnets for those of us not yet published but who do have a website? Would I find any in your 365 Daily Book Marketing Tips? I’m currently writing children’s fiction–MG/YA and NF children’s articles.
Thanks for any help,
Maureen C.
http://www.maureenchu.com
I’m so glad it’s helpful, Maureen, and that’s a good question!
Here are just a few thoughts:
— A short story that serves as a writing sample
— A MG/YA reader’s guide to finding books they will like (for example, “If you like author A, you might like books by authors B, C, and D” or “If you’re this kind of person, you might like these authors, if you’re that kind of person, you might like those authors,” etc.)
— A parents guide to helping children select age-appropriate fiction (what should they look for in book descriptions — decode things for them)
I hope this gets you thinking!
Sandy
Yes, these will get me thinking! Thanks again, Sandy!
Glad to hear it!
Sandy
I’m offering a free short story (6,500 words) which is actually an expanded version of a chapter that didn’t make the cut in my final edits. I added a hint of the supernatural that definitely wouldn’t have sat comfortably with the book.
I published it to my website as a post, so they have to visit my site to read it. I’m hoping this will improve my domain’s SEO.
I hope it does what you want it to. Have you thought about using it as a lead magnet to build a list instead?
Sandy
What of this idea, in my situation in which less than a third gave topical preferences when they signed up (photo humor, in-print humor, fiction, financial wisdom, spiritual, etc)? In other words, I have a very mixed & poorly tagged audience of 1,855, so:
Monthly newsletter has lead magnet always has an attachment or links to one or more freebies, but it’s random as to topic to keep folks guessing. Items type:
A short story
A dramatic excerpt in the newsletter that can go to the completed tale free
Photo humor
a few of my own “Dad jokes”
expert financial advice blog post link
etc.
From your or others’ experience, please opine. Does not having everyone tagged by interest area restrict the open and click-through rates OR does the fact that it’s always a surprise enhance newsletter success metrics?
I’m not sure I understand your goal here, Dan. A “lead magnet” is a digital download you offer as an enticement to sign up for your newsletter. I think you might be talking about something different.
Sandy