Offer a lead magnet

Lead magnets are a free, value-add resource that you provide in exchange for emails. Here's how to offer one on Maven.

Chelsea Wilson avatar
Written by Chelsea Wilson
Updated over a week ago


  • Use lead magnets to drive potential students to your waitlist in Maven.

  • Lead magnets help you add value in public, and sell in private.

  • Add your lead magnet in the Lead magnets tab of your course dashboard.

  • Get a shareable link directly to your lead magnet.

  • Surface your lead magnet on your landing page.

Lead magnets: what and why?

Lead magnets are a free, value-adding resource that you provide in exchange for email addresses. For your students, lead magnets will communicate your credibility and content knowledge, and generate increased interest in your course. For you, they'll allow you to add value in public and help build your course interest list.

Examples of lead magnets include:

  • Curriculum outlines or syllabus overviews

  • PDFs or brochures

  • Helpful templates

  • How-to guides

  • E-books

  • Actionable worksheets

  • Checklists

  • Videos

  • Pre-recorded webinar or lesson

  • Email courses

  • Free consultations

How to offer a lead magnet on Maven

  1. Click "New lead magnet" in the top bar of the Lead magnets tab of your course.

  2. Edit the lead magnet title, description, the call to action, and your instructor information and credibility.

  3. Add the link to your lead magnet ("resource link"). Right now, you'll share a link to your lead magnet that's hosted externally from Maven (ex. in Google Drive) - be sure to check the sharing permissions to make sure anyone can use the link!

  4. Add media (an image) to the lead magnet page.

  5. Click "edit email" to preview the email students will get after they sign up for your lead magnet.

  6. Anyone who signs up to download your lead magnet will be added to your waitlist (which you can find in your "Students" tab)

Watch a brief demo on how to do this:

Getting started on a lead magnet

Here's some ideas for what you can offer as a lead magnet on Maven:

  1. Turn one of your course lessons into a one-pager PDF.

  2. Share a link to a pre-recorded webinar or sample lesson.

  3. Provide one of your frameworks templates.

  4. Offer a registration link for a free workshop.

  5. Provide a Calendly link to sign up for a 15 minute consultation with you.


  • David Perell offers multiple lead magnets throughout his landing page

  • Demand Curve offers a free program sample to promote their course

  • Marie Forleo offers a free 7-day writing class

Adding a lead magnet to your landing page

As students browse your landing page, they may want to learn a little more about you, your content, or the course. Surfacing a lead magnet on your page allows students to see your content, an excerpt from your course, etc., and allows you to capture their interest even if they aren't yet ready to enroll.

We observed that the most effective lead magnets are “free previews” for your course, such as a syllabus preview or workshop recording. To help students discover these previews, add a lead magnet to your course landing page.

Here's how:

  1. Visit the lead magnet section to your landing page or add a new section by clicking "+new section" on the left hand navigation menu

  2. Select an existing lead magnet or create a new one

  3. Publish your landing page

What's the student experience?

When someone signs up for your lead magnet, three things will happen:

First, they'll see a page that confirms they've signed up for the lead magnet. This page will also encourage them to check out your course landing page to dig deeper on your content:

Then, they'll get an email with the option to access your lead magnet:

Finally, they will get added to your course waitlist. They will not receive the automated waitlist email campaigns, but they will get broadcast emails you send to the waitlist moving forward and they will receive the cohort launch campaign when you open your cohort for enrollments.

If you need further support creating a lead magnet on Maven, please email [email protected].

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