Many business owners have a lead magnet (often referred to as a freebie) they offer their customers…
But not all freebies are doing their job.
That checklist you made in 2019? It might be time for a glow-up. ✨
A well-designed freebie doesn’t just grow your email list: it filters in the right people, builds immediate trust, and leads naturally to your paid offers.
And when done right?
It works on autopilot. Day after day. Week after week.
In this post, you’ll learn how to create an evergreen lead magnet that attracts, qualifies, and converts.
Quick Summary: This post walks you through how to create an evergreen freebie (lead magnet) that consistently attracts aligned audience members, builds trust, and fuels your product suite. You’ll learn what makes a high-converting freebie, formats that work, mistakes to avoid, and how to build your own step-by-step.
What is an evergreen lead magnet (and why it matters)?
An evergreen freebie is a lead magnet that solves a small but important problem for your ideal audience. It delivers ongoing value without constant updates.
It’s the entry point into your ecosystem.
Why it matters:
- Works 24/7: It captures leads while you focus on delivery, creation, or resting.
- Builds your list with the right people: No fluff just aligned potential buyers.
- Leads naturally into your paid offer: It starts the journey into your product suite.
Think of it as a handshake that says:
“Here’s something helpful. Let me show you what else I’ve got.”
The 4 qualities of a high-converting lead magnet
Want your freebie to actually convert? Build it like a stepping stone, not a side quest.
1. Solves a specific problem
Generic freebies don’t work anymore. People need solutions.
✅ Not: “Pinterest Tips”
✅ Yes: “Pin Design Checklist to Get 2x More Clicks”
Ask yourself: What quick win would help my ideal client see immediate progress?
2. Leads directly into a paid offer
The best freebies create a craving for the next step.
✅ Example: A checklist that highlights what’s missing and then offers a strategy session or template to fix it.
If your freebie solves the first 10%, your paid offer should solve the next 90%.
3. Quick to consume
You’re not writing a novel.
Your audience wants:
- A 5-minute win
- A tool they can use today
- A tip that changes how they see things
✅ Checklists
✅ Swipe files
✅ Quick videos or email series
Lead magnet formats that work well
- Checklists (e.g. “Launch Day Checklist for Course Creators”)
- Swipe Files (e.g. “5 Plug-and-Play Email Templates for Onboarding Clients”)
- Mini-Courses (via email, audio, or video)
- Quizzes (great for segmenting your audience)
- Toolkits or Guides (e.g. “The 10 Tools I Use to Run My Business”)
Start with your strengths and keep your audience’s immediate needs in mind.
Here are examples by business type:
- Service Provider (e.g. Pinterest Manager):
- Pin Design Checklist
- Client Onboarding Trello Board Template
- Coach or Consultant:
- Mindset Shift Mini-Series
- Breakthrough Question Workbook
- Template or Digital Product Creator:
- Free Notion Dashboard for Weekly Planning
- Canva Template Sampler Pack
- Course Creator or Educator:
- Lesson Planning Framework
- Student Success Roadmap Checklist
- Creative Business (Designers, Copywriters):
- Homepage Copy Checklist
- Brand Board Template
Start with what plays to your strengths.
Love talking? Use video.
Prefer writing? Create a PDF.
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How to create your freebie (step-by-step)
Step 1: Identify the first problem your audience wants solved
Ask your past clients or audience:
“What’s one thing you’re stuck on right now that you’d pay to have solved?”
Make your freebie the first step to solving that.
Step 2: Create a “starter solution”
This isn’t a complete course.
It’s a peek behind the curtain.
Help them get clarity, momentum, or a small result.
Make it valuable enough that they wonder: “What else do they offer?”
Step 3: Choose your delivery format
Use what’s easy for you and accessible for them.
- Google Docs
- PDFs
- Email automations
- Notion pages
- Mini training videos
No need to make it fancy. Just make it helpful.
Step 4: Add an intentional CTA (call-to-action)
Once they’ve consumed your freebie, don’t leave them hanging.
Tell them:
- What their next step should be
- How to get more help from you
Examples:
- Book your 1:1 strategy session here
- Grab the full version of this system inside [the name of your paid product].
Avoid these common freebie mistakes
❌ Too broad or vague: If it speaks to everyone, it helps no one.
→ Instead: Be ultra-specific about the problem your freebie solves and who it’s for.
❌ Too long or complex: People won’t finish it (or remember you).
→ Instead: Keep it actionable and bite-sized: something they can use within 5–10 minutes.
❌ No connection to a paid offer: You’ve built an island with no bridge.
→ Instead: Use your freebie to highlight the gap your paid offer fills.
❌ No consistent promotion: Set it and forget it ≠ evergreen traffic.
→ Instead: Include your freebie link in your email signature, website banner, blog posts, and social content. Evergreen doesn’t mean invisible.
✨Real-life example: Pinterest strategy freebie
I created a Pinterest workflow Checklist that walked service providers through the steps to setup and manage their Pinterest marketing.
Why it worked:
- Solved one clear, annoying problem: I feel like I’m forgetting something when it comes to my Pinterest marketing.
- Positioned me as the expert: I was able to share the same workflow I used for my clients.
- Connected directly to my Pinterest strategy playbook offer.
It ran for over 5 years with a set of Pinterest pins, email automation, and eventually Pinterest ads.
Bonus: What happens after they download?
Your freebie is just the beginning.
What happens next is where the magic (and conversions) really happen.
A simple freebie funnel includes:
- A thank-you page with a low-ticket offer or next step
- A welcome email that delivers the freebie + introduces your brand
- A short email sequence that builds trust and transitions into a paid offer
Even just 3–5 well-written emails can turn a freebie downloader into a paying customer.
Want to set this up?
👉 Read our Freebie Funnel Guide.
Your next step: build your Freebie Funnel
Not sure what offer to start with once they’ve downloaded your freebie?
👉 Read our Freebie Funnel Guide to build out your freebie funnel.
Or
👉 Join the Suite to Scale newsletter for weekly tips on creating products, offers, and systems that scale sweetly.
*Affiliate Links: I may receive a commission if you purchase using one of my links (at no cost to you).
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