How to Create an Ebook Lead Magnet That Attracts Your Ideal Clients

Anyone with the right mindset can write an ebook.

This is especially true in today’s age. 

Advances in technology have been more than just about virtual meetings and the Metaverse. As apps continue to modernize and knowledge is passed along effectively, we’re able to do things previously unachievable — including publishing an ebook. 

An ebook lead magnet is a fantastic way to build your list of prospects. While there are many lead magnet types, ebooks are perfect for several reasons. 

For one, publishing a book gives you authority. Whether justified or not, people see authors as, well, authorities in the space they’re in. When you’ve published a book, prospective clients immediately entrust you with credibility. 

Another reason ebooks are effective lead magnets is their value to your prospects. Plain and simple, ebooks cover more ground than simple checklists or infographics. 

And finally, ebook ‘velocity’ is fast — more prospects commit to them. For most people, ebooks aren’t as big of a commitment as, say, an entire course. 

Consequently, ebooks strike a balance between digestibility and credibility.

Starting With the Right Mindset

It all starts with the proper way of thinking. Yes, the goal is to get leads. But you can only achieve this objective with your ebook if it offers value to your readers. 

Nobody is going to read an ebook that doesn’t benefit them. 

So the first step is to think about what’s in it for the audience. Besides, while ebook lead magnets are free and everybody likes free stuff, your ideal clients aren’t going to give their information for nothing in return.

Humans are biased towards the status quo, and your lead magnet should be compelling enough for them to act on. 

Two Perspectives on Ebook Lead Magnets

There are two approaches you can take with ebook lead magnets. The common way is to ask for contact information, like an email, in exchange for the book. This approach works because you instantly get leads. 

The second, less common approach is to offer the ebook for free and have your contact information in the book. If readers like your book, then they subscribe. While this approach amasses fewer leads, you could say it’s a filtered list of better-quality leads. 

Both approaches can work.

Research is Critical

The first, and arguably most important, step is to do your research. This phase dictates how enjoyable (or miserable) the entire process is going to be.

When writing an ebook lead magnet, focus on what the market wants. Also, center your writing on an overarching message. It’s always good practice to target a specific problem, issue, or theme. When you’ve narrowed the topic down, aim for a keyword. 

This keyword plays a big part, as we’ll talk about in a bit. But for now, the fitting question is about how you should conduct this research in the first place. 

Useful Platforms 

While there are paid tools, such as SEMRush and Ahrefs, that help you target specific keywords, free alternatives are equally as effective — if you know how to use them. 

Here are some helpful sites you can use for free. 


If you plan to write an ebook, it’s a good idea to observe what you’re up against. People choose to either read your book or do something else, including reading another book. 

See which books are popular in your niche and notice the common concerns and praises reported by reviewers. Fortunately, Amazon makes it easy to filter categories and reviews. 

Google and YouTube

Both of these platforms are search engines. Yes, even YouTube is a search engine. 

Their autofill functions are incredibly handy. Specifically, users can start searching for a topic or keyword, and Google or YouTube does the rest. 

To illustrate, type “financial” on Google, then go through the alphabet with your second word. Google might suggest “financial advisor, ” “financial accounting,” and “financial analysis” for the letter A, or “financial benefits,” “financial bond,” and “financial behavior” for the letter B. 

These suggestions are there for a reason — they are the platform’s most searched phrases.

Through an iterative process, you’ll uncover keywords you might find helpful in drafting your ebook. 

Reddit and Quora

Forums are great at collecting candid feedback. The two most popular right now are Reddit and Quora

Both forums have dedicated user bases you can tap to check the viability of your ebook idea. However, beware of community- or board-specific rules. Try not to get banned with spammy posts. 

Choosing a Topic

When doing your research, it helps to have a notepad on hand. Jot down common themes and keywords, and then dedicate time to brainstorm ideas. 

As a rule of thumb, the overlapping area between what your business is competent in and what’s relevant to your audience contains the list of topics you can and should write about. 

Making a Great First Impression

Catchy titles and designs go a long way. Do not underestimate them. If your title and book cover fail to capture your target audience, then it doesn’t matter what’s in your book. 

Without an effective first impression, everything crumbles. 

Drafting a Title

The book’s title should contain your keyword, and we can’t stress this enough. The keyword is a signal of what’s in the book. Without the title, people won’t know what the book is about. 

It’s also good to have a working title before writing anything. This north star guides what’s in your book, but be flexible enough for revisions to the title later on. 

Use numbers and hooks, too. These make your title clear and appealing. Many studies have shown that numbers and strong words are effective. But some emotional words can backfire, so tread carefully. 

Book Cover Designs

Paying attention to your ebook design isn’t being shallow. Again, if it doesn’t grab the potential reader’s attention, then it doesn’t matter what’s in your book. 

For the artistically inclined financial advisors, tools like Canva allow you to express yourself, even without the complexities of Photoshop or Illustrator. 

Outsourcing the work to professional graphic artists is also a good idea. Sites like Upwork should have plenty of capable freelancers.

Creating Content

Writing the contents of your ebook can be a topic on its own, so we’ll briefly touch on the basics. 

The first decision to make is if you want to write the book yourself or hire a ghostwriter. Either way, you can never compromise on quality. 

The ebook can be an opportunity to build on your credibility, but there are real risks to creating bad content. Sure, your title and design might be enough to get leads — if it’s an opt-in freebie — but bad content can diminish your pull on prospects. 

If you decide to write the book yourself, here are some tips to get you going. 

(1) Having an outline and structure helps. 

(2) Decide on the depth and length of your discussions. The average length of a New York Times bestseller is 50,000 words, so a free 20,000-word ebook should be a start. 

(3) Set a dedicated time to write per workday — add it to your morning routine. Consistency is key. Writing a book is a marathon.

Many writers agree that starting is the hardest part. And not many people will be brave enough to even think about writing a book. But you’re here, pondering it. So consider this your start to writing an ebook that provides incredible value to your clients.

Jeremiah Desmarais

Jeremiah Desmarais

Jeremiah is the founder and CEO of Advisorist® and is a 23-time award winning financial marketer, a TED speaker and philanthropist. He’s been featured on Forbes, CNN, and Worth. His work has generated over $2 million insurance leads and helped advisors in over 51 countries generate over $300 million in sales commissions. He is the author of the best selling book, SHIFT.

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