Build lead magnets as functional tools that showcase your product's core value
Instead of generic PDFs or checklists, create interactive calculators or tools that both capture leads AND demonstrate your product's actual capability. The lead magnet should be a simplified version of your core value prop, not just educational content. This validates demand while building trust in your ability to solve the problem.
When to use
When your product solves a complex problem that can be broken down into a simpler tool, when you want to demonstrate capability before asking for signup, or when your ICP is actively searching for solutions to calculate or understand something related to your domain.
Don't do this
Building a tool that's completely disconnected from your product's value prop. The lead magnet should showcase what you're good at. Also avoid making it so complex that it becomes a full product - keep it focused on one clear outcome.
2 Founders Who Did This
Built a child support calculator as a lead magnet for Untangle (AI divorce platform). Calculator is complex and requires the same legal knowledge and tools that Untangle provides, so using it demonstrates the product's core capability of navigating complex divorce calculations.
Built Chrome extension as a free tool that demonstrates Gold Mining Framework methodology by turning any Reddit post into business ideas using AI