“Lead magnet” is a marketing term for the gift you give readers as an incentive to add themselves to your email list.

Think of it as an ethical bribe.

This isn’t optional. To get people to sign up to receive occasional author updates or a regular newsletter, you need to offer them a free, downloadable gift. It has to be something your readers, fans, or audience need or want.

My primary lead magnet is a one-page PDF file with my “Top 5 Free Book Promotion Resources.” Authors receive it when they complete the form on the right side of this screen or on a page I’ve created specifically for that purpose — a “landing page.”

The big question for you is: What should I offer as my incentive?

Not an easy question for novelists

That question is easier for nonfiction authors to answer than it is for novelists. Nonfiction authors can create quizzes, templates, infographics, cheat sheets, and samples, among other options.

More often than not, if they’re using any kind of lead magnet, fiction writers are using a novella or short story.

But is that your only option?
Nope.

Here are a few suggestions to get you thinking.

Fiction lead magnet idea #1: How to do something

Bear with me on this. It’s possible.

When I read Jane Green’s Saving Grace, which made frequent references to food that sounded delicious, I wanted the recipes. I wanted them so badly that I searched for them online. Unfortunately, she didn’t provide them.

If Green had offered a collection of recipes featured in that book as a lead magnet for her list, I would have “opted in” — marketing-speak for “added myself to her list” — without thinking twice.

The author of The Language of Flowers could create a one-page illustrated guide to flowers as symbols (daisy is innocence, calla lily is passion, aster is wisdom, etc.).

And how about a tongue-in-cheek sheet of instructions for “how to be a crazy rich Asian” to go along with the Crazy Rich Asians trilogy?

It’s not that hard after all, right?

Fiction lead magnet idea #2: A cheat sheet

Imagine a lead magnet for How to Make an American Quilt that offers the best quilting tips from top quilters — even though it isn’t a nonfiction how-to quilting book.

If you’ve read Dan Brown’s Angels & Demons, you can appreciate how a map of the Vatican or a guide to Bernini’s art might have enhanced your story enjoyment. You’d add yourself to his mailing list to get that, right?

If you write fantasy novels with many characters with unusual names, consider creating a one-page PDF character guide with names and descriptions. It will be a Godsend to fans who read in many small units of time rather than in long sittings.

Fiction lead magnet #3: Your book’s first chapter

This is the go-to option for most novelists. It’s what most recommend doing not because it’s the only idea they can think of, but because it’s the easiest to offer and implement.

Just save your first chapter as a PDF file and set it up in your system for downloading.

It’s a smart option because it lets readers sample your storytelling and writing skills. (Because of that, if you’re not a good writer, this could work against you.)

Because it will help readers who aren’t yet familiar with you take your book for a test drive, it’s a solid option for first-time novelists.

If you’re a seasoned writer with an established fan base, though, start getting creative with options one and two. You’ll have more fun with it, and so will your readers.

Creating your lead magnet

You can create an attractive, effective lead magnet with low-cost resources. I’ve used each of the following:

Fiverr

On the Fiverr site, search for “lead magnet design.”

To make sure you have a vision for what you want your designer to create, I recommend adding yourself to lots of email lists that offer lead magnets so you can see what other people are doing.

When you find one or two that you like, attach one to your order as an example of what you’re looking for.

Your other option is to scroll through the design samples offered by Fiverr designers to find something that resonates with you and your book’s personality.

In general, I find that I get the best results on Fiverr when I can give the designer an example of the type of look I’d like to have.

Designrr

Designrr is my new favorite toy. I paid $27 for this web-based software that lets me take content I’ve already created on my blog, in  a Word file, on Facebook, or on a web page — and turn it into a range of end products.

When I wanted to create a special free gift for a conference I spoke at recently, I used Designrr to turn a blog post into a short report. The nerd in me enjoyed exploring the templates and imagining the many design options for the audience handout.

You’ll get a PDF as well as a URL that houses the PDF. Give that URL to people who add themselves to your list.

Canva

While Canva is free, if you aren’t familiar with it already, it will be your most time-intensive option as you review templates and learn how to customize or replace elements.

Start by typing “lead magnet” into the search box to get a nice selection of options and templates. Or, if you know what you want — say, an e-book — simply type that term into the search box.

Alternatively, on the home page, select “browse all” in small type in the upper right, just under the large search box. Scroll down to see all options. Best bets are documents, education, marketing, and events categories. Click around each collection to find something that speaks to you.

“A4 document” in the “documents” collection and “announcement” in the “events” collection offer appropriate templates and inspiration.

Need a lead magnet idea for your book? Join the Build Book Buzz book marketing group on Facebook and start a discussion. Tell us you’re looking for help with a lead magnet idea, provide your book title, and give us a short book description. Let’s rally the troops to help you if you need it!

What are you using as an incentive to get people on your list? Tell us in a comment. 

10 rock-solid reasons why authors should build an email list

By Joan Stewart, The Publicity Hound

Two weeks before launching her book, the frantic author calls, begging me to help her identify every possible reader who might be interested in her book, and brainstorm ways to reach them.

One of my first questions always is, “Do you have an email list?”

“Only a list of family and friends,” she says. “But they’re sick of hearing about my book.”

When that scene repeats itself every few weeks, my heart breaks.

Without an email list of people who have raised their hands and given you permission to market to them, you’re leaving thousands of dollars, as well as stacks of unsold books, on the table.

Email: A profitable power tool for authors

After building two email lists for more than 15 years – one with 7,000 names in my shopping cart and one with 6,300 names in AWeber, my email management program, I can’t think of a marketing tool that comes anywhere close to making money faster than email does.

Tim Ferriss, author of The 4-Hour Work Week, built a list of more than 250,000 fans but did nothing with it for three years. When he finally started emailing regularly, he realized that he had been “sitting on Fort Knox.”

Your list doesn’t have to be as big as his, or even as big as mine. A small list of just a few hundred fans can reap dividends if you mail interesting content on a regular schedule. Don’t start building a list but delay mailing because you “don’t have enough names.” I started with only one.

If you haven’t written your book yet, you’re in a much better position than the author above who’s launching in two weeks. You have time to build your list and give readers a chance to know, like, and trust you.

Here are 10 rock-solid reasons why you should start building a list now, regardless of your genre and whether you write fiction or nonfiction.

1. Email can be your secret weapon.

At least nine out of 10 authors don’t market with email. Maybe it’s because so many authors are introverts and just want to be left alone to write books.

That means huge potential to attract a solid list of fans who are interested in your topic and hungry for your content. Why? Because so few authors are providing it.

2. It’s inexpensive.

Don’t believe what you hear about needing a big email list. A small list of several hundred loyal fans who love you can be much more valuable than a list of 50,000, most of whom might not bother opening your emails.

My AWeber program costs only $69 a month to email as often as I wish to about 6,300 people who subscribe to my free email tips on publicity. I also clean my list regularly, which means I remove people who don’t open my emails within six months. Why pay to mail to someone who isn’t interested?

If you don’t have a budget, you can use the free version of easy-to-use MailChimp, until your list grows and you need the paid version. Or you can switch to AWeber which has an A+ help desk with phone support.

3. You’ll have a ready-made list of fans in place before you launch — and you own the list.

Even with a list of only a few hundred, you can convince some of them to let their friends and followers know about your book.  The more valuable your content, the more eager they will be to help you.  Authors who don’t have email lists are at a huge disadvantage on launch day.

If you have a big following on Facebook, relying solely on social media can be dangerous because you don’t own the property. Do a Google search for “my Facebook fan page disappeared” and you’ll see how many people, some of them authors, have lost thousands of fans that took years to attract.

4. It’s the fastest, most efficient way to communicate with a big group of fans.

OK, so you’re on Facebook.  Not all your fans are, however. Same with Twitter, LinkedIn, Instagram, Pinterest, Google+, and other social media sites. Think about how much time you spend sharing one piece of content to multiple sites. And how little traction you build.

In less than 20 minutes, you can send one well-written email message about a special promotion you’re running and watch your Amazon numbers change.

If subscribers decide they don’t want to receive your emails, they can click the “unsubscribe” link without bothering you. If they do ask you to unsubscribe them, do it, and don’t try to change their minds.

5. You can send follow-up messages automatically to build the relationship.

If you want to see how this works, grab my free cheat sheet “10 Profitable Ways to Use Email to Create SuperFans Who Help You Sell Books.”  (Note from editor: That offer is no longer available, so we’ve removed the link.)

Over the next several days, you’ll receive a series of four email messages, asking you for feedback on my tips. The emails are so short and simple–without photos or fancy fonts–that  many authors thank me for responding. Some think I wrote the plain text emails only for them because they look exactly like the emails their family and friends send. Save the fancy templates for your newsletter.

6. You can separate your fans by what interests them. 

This means that if you’re using a decent email management program, you can place subscribers onto separate lists according to where they live, their occupation, products purchased, or other criteria. By doing this, you can email all your fans in, say, Boston, to let them know you’ll be doing a book signing at a Boston bookstore. You don’t have to pester the hundreds of other people on your list who don’t care about that event.

You can also send an entire series of follow-up messages to just one segment. Segmenting readers is a powerful tool if you’ve written books on unrelated topics.

7. You can convert casual observers on your list into a smaller circle of loyal fans, and those loyal fans into a smaller but more valuable circle of what I call SuperFans.

Kevin Kelly, the founding executive editor of Wired magazine, writes about the importance of SuperFans or what he calls “True Fans.” These are people who can’t stand to be without anything you produce.

Here’s an excerpt from the book The Curve: From Freeloaders Into Superfans by Nicholas Lovell.

“A creator, such as an artist, musician, photographer, craftsperson, performer, animator, designer, videomaker, or author–in other words, anyone producing works of art–needs to acquire only 1,000 True Fans to make a living,” Kelly writes.

“They will drive 200 miles to see you sing. They will buy the super deluxe re-issue hi-res box set of your stuff even though they have the low-res version. They have a Google Alert set for your name. They bookmark the eBay page where your out-of-print editions show up.

“They come to your openings. They have you sign their copies. They buy the T-shirt and the mug, and the hat. They can’t wait till you issue your next work. They are true fans.”

And they make the cash register go ka-ching, ka-ching.

8. You can interest people in your topic, and give them time to know, like, and trust you before you ask them to buy anything.

If you follow the 80-20 rule of marketing – share 80 percent valuable or interesting content and 20 percent promotions – you can’t go wrong.

What’s valuable content? How-to tips, stories, information about emerging trends, helpful tools you love using, writing tips, and even step-by-step instructions on how to do something.

An author who writes horror novels can show people how to make a Halloween mask that resembles a character in the book.  A romance author can explain how singles can have fun on Valentine’s Day without a significant other. The author of poetry books can share a “Top 10” list of websites for readers who want to try their hand at writing poetry.

9. If you blog, you can send a “blog broadcast” to your email list whenever you publish a new post, or you can send a weekly wrap-up of links to your posts.

I don’t do this but some of my author clients do. I love the idea because it encourages them to blog on a regular basis. And they don’t have to rely only on the search engines to pull traffic to their blogs.

10. Fans who love you on social media, but see your content sporadically, can subscribe to your email list so they don’t miss a beat.

Content you publish to Twitter, LinkedIn, and Facebook can drop far down in someone’s feed within minutes. If they aren’t in front of their computers when you publish it, they can miss it. Email, on the other hand, stays in their inbox until they delete it.

Have I convinced you?

If you’re thinking about writing a book, or if you’ve already published, start building an email list now.

What questions do you have about email marketing? Do you use it? If so, what results have you seen? Share your questions and success stories in the comments.