LeadMagnetGeniusIn an effort to appeal to a large audience, you might be tempted to create a lead magnet that covers too much ground. New creators sometimes think, “If I pack lots of topics into one eBook, it’ll have something for everyone!” But a broad lead magnet often ends up being vague and unsatisfying. Think about those generic 50-page “Ultimate Guides” that promise to teach you everything – they usually skim the surface and don’t give any specific actionable insight. Readers see right through that.
A related issue is being too generic in advice. If your tips or content could be found with a quick Google search, or they are the same “basic knowledge” your audience already knows, then the lead magnet won’t impress anyone. Most lead magnets fail because they’re too general – they don’t address a distinct need or they target “everyone” and thus resonate with no one.
The fix: Pick a specific, narrow topic or skill and focus on delivering depth or a tangible result in that area. For instance, instead of “Guide to Marketing,” create “Instagram Caption Formula Cheat Sheet for Boutiques” if that’s your niche. Niching down might reduce the total number of people interested, but those who are interested will really value it. A focused, specific lead magnet is seen as more expert and more useful. As marketing veteran Jim Edwards says, keep it focused on a SINGLE big idea, solution, or payoff for your target user. That way, it’s crystal-clear what they’ll gain from it, and it’s something not readily found elsewhere.
Another benefit of specificity: it positions you as an authority in that precise topic. When leads consume the magnet and find it deeply addresses that one thing, they trust that you know your stuff – versus a shallow general guide that might make them question your expertise.