How to craft the perfect Transitional Call to action (Lead Magnet)
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Donald Miller calls it a Transitional Call to Action. It’s a simple concept, offer something of value in exchange for an email address.


There is no denying it, email marketing is one of the most underrated forms of marketing today, yet has the biggest ROI. But how do you fill your marketing funnel with qualified leads?


If someone visits your website they have buyer intent, sure they may be at the top of the funnel, or perhaps closer to making a purchase (at the bottom of your funnel) but one simple fact remains:


No matter how good you are at design and copy writing, not every visitor to your website is going to click your “buy now” button, a.k.a. your Direct Call to Action.


This is why a Lead Magnet is so important.


My recipe is simple. If you have completed your StoryBrand BrandScript you will already know your customers “External Problem”.  The key to a high-converting lead magnet is to understand your customers problem, then offer them the answer to that problem …. For FREE.

That’s it, sounds simple enough, here is the recipe again:

1.       Understand your customers problem

2.       Write some content that answers that problem

3.       Offer that content on your website

4.       Generate Leads


 …. This works especially well for Top and Middle of funnel prospects.


Let me illustrate with an example.


Let’s say you want the greenest lawn in your street (my problem is that I have ugly looking, brown lawn). So you visit but you are not ready to buy. What if they offered you a FREE PDF:  3 steps to Lush, green lawn in 3 weeks .

Would you be compelled to download that document? Of course, it’s a great lead magnet.  


It doesn’t matter if you’re in B2B or B2C and it doesn’t matter if you’re in SaaS or Ecommerce. If you use a sales funnel to generate traffic, turn them into leads, and then turn those leads into sales, you need lead magnets…. But not all lead magnets are created equally. 


That’s because the offer is everything. And when coupled with the right positioning and copy, a few good lead magnets can literally triple your lead generation almost overnight.

Here are 89 ideas to inspire your next lead magnet…. ( Or Transitional Call to Action if you are a fan of StoryBrand):

Top of funnel - new prospects


Cheat Sheet



Resource List

Free Report

Industry Update



Video Training


Email Course


PDF Version

Video Version


Audio Version



Mind Map

Process Flow Diagram




Event Recordings

Podcast Download

Audio Book


Swipe File

Free Branded Materials

Slideshare/Powerpoint Download



Splinter of a book

Splinter of a video

Splinter of an audio

Video Course

Audio course

Audio training


Physical DVD

Physical CD

Physical Book

Fast-Start Guide


Curated Newsletter





Facebook Group/Slack Group

Members Only Area

Mobile Games

Mobile Apps


Web Apps



Newsletter Subscription





Free Magazine Subscription

Live Chat

Sandwich Content



The “We’re Live” Update

Original Data/Research

Periodic Newsletter



Middle Of Funnel - Considering your products and services


Software Download

Case Studies

Account Registration

Free Shipping


Free Tickets To Workshop/Live Event

SMS Notifications

Early Bird

Certification Programs


Free Sample

Free Version

Free Coaching Session




Bottom Of Funnel - Close to the point of purchase


Discount Coupon

Free Consultation

Comparison Charts

Software Demo

Price Points Page

Free Trial

Free Quote

Loyalty Programs

Needs Analysis Call

Sales Call


Here’s my advice,  when you launch a new lead magnet, Measure the conversion rate (at least every 30 days), then try another headline or another lead magnet…. Then measure for another 30 days.


Measure and modify, measure and modify your way to conversion rate success.


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