LeadMagnetGeniusOnce they open the lead magnet, the copy layout matters. Most people will skim initially. If they see a wall of text, they might bail. To write for conversion: - Use Clear Headings and Subheadings: Outline your content with descriptive headers. This not only helps you organize your writing but also helps readers jump to sections of interest. Make the headings benefit or point-oriented when possible. E.g., instead of “Tip #3”, say “Tip #3: Double Your Traffic with Long-Tail Keywords”. Even if they only read the headings, they should get the gist and be enticed to read details under the ones that catch their eye. - Short Paragraphs and Sentences: Long, complex sentences and big blocks of text can confuse or bore readers. Aim for a conversational tone with simple sentence structure (unless your audience expects very formal prose). Paragraphs of 1-3 sentences are fine in a PDF or email – readability is key. A blog on copywriting suggests writing as if you’re talking to one person, saying “you”, and keeping a flow. Breaking the rules of formal writing is okay to maintain interest. - Bullets and Numbered Lists: Use bullet points for lists of tips, features, benefits, etc. Bullets are digestible and highlight key points. For instance, if you have a section “Why X matters”, do it in bullets: “- Saves you time, - Improves conversion by Y, - Easy to implement without tech skills”. In the leadscripts guide, bullet lists were used to exemplify differences in naming. In your magnet, bullet lists can emphasize either steps or key takeaways so they stand out. - Highlight or Call-out Key Takeaways: You can use bold text, italics, or even call-out boxes/quotes for crucial points or statistics. If a reader is skimming, those bolded phrases might catch attention. E.g., “Over 80% of marketers say...” or “Remember: X is more important than Y”. - Include Visuals if Appropriate: Copywriting isn’t just text choice, it’s also placement. Charts, infographics, images can reinforce points and break monotony. E.g., a case study snippet with a quote in a shaded box can act as testimonial evidence to your claims. Or a simple graphic of a funnel with labels might clarify a concept better than text. Visual elements can keep people engaged and often tell a story faster (remember that fancy design isn't the goal, clarity is). - Use Examples and Stories: Abstract advice is less persuasive than concrete examples or mini stories. If you say “Use powerful headlines”, follow it with an example of a weak vs powerful headline to show the difference (like they did in lead magnet naming section). If you can include a quick anecdote (“I once had a client change just their email subject line and boost open rates 42% – tip #4 will show you how we did it”), it adds interest and credibility. Just keep stories short and relevant. - Keep Tone and Language on Brand: If your brand is casual and witty, infuse that in the writing – jokes, asides, relatable remarks. If brand is more serious/executive, keep it professional but not dull. The copy should sound like it’s coming from the same voice as your other content (so when they later get emails or see your blog, it’s consistent and builds familiarity/trust).
FreelanceCake’s article notes making lead magnets “snackable” – easy to consume like a snack, not a heavy meal. That means focusing on one small problem at a time, giving concise guidance, using design to make it easy (like an attractive layout or at least not a cramped doc), and acknowledging that people often just skim for the actionable parts. They even suggest you shouldn’t spend too long making it dense; sometimes quick and punchy is better. So maybe cut 30-page ebook ideas down to a 5-page actionable guide if you can.