LeadMagnetGeniusYes, your lead magnet should provide value, but don’t make it an encyclopedia. A very common mistake, especially for those who want to impress their audience, is cramming every bit of information and detail into the lead magnet. You might think giving more will make it more helpful, but in reality it can overwhelm and paralyze your leads.
For example, say you’re creating a “Social Media Toolkit” PDF. If you include exhaustive 10-page chapters on Facebook, Twitter, Instagram, LinkedIn, Pinterest strategies, plus 30 case studies – that’s a full book! Someone who downloads expecting a quick toolkit might feel it’s too much to read and give up. A lead magnet that’s too long or complex can deter people from even using it, meaning they won’t see your value.
Inpression Editing identified this as a top mistake: cramming in every microscopic detail in an attempt to be super helpful. The result? Leads open it, feel overwhelmed by the sheer volume, and may never actually consume it. If they don’t consume it, they definitely won’t convert, because they haven’t gotten the chance to experience your helpful content.
The fix: Keep your lead magnet focused and easily digestible. It should be consumed in a short sitting (ideally 5-15 minutes for most formats). If you have tons of info, that’s what your blog, emails, or even a paid product is for – not the initial magnet. Aim for one quick win. For instance, provide a 1-page checklist rather than a 30-page guide; or a 5-minute video tutorial rather than a 2-hour webinar replay. As one best practice: your lead magnet should not try to solve every aspect of a problem. Cover one aspect deeply and leave them wanting more (that “more” will come from your other content or products). By keeping it tight, you ensure the person actually engages with it, finishes it, and sees the value – which is exactly what we want.
If you find your first draft is getting too lengthy, consider splitting content. Could it become two or three separate lead magnets? Or perhaps trim to the core points and offer the rest as a bonus later. Also use formatting to make it scannable (more on that next).