Haiden Hibbert
If you want more people to join your membership, it all starts with this: A free resource that actually attracts the right people and gets them excited to sign up.
In this post, I’ll walk you through a simple, step-by-step strategy on how to create a lead magnet that grows your email list and converts subscribers into paying members.
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Table of Contents
Step 1: Know Your Target Audience
The goal isn’t just to grow your email list. It’s to attract people who are the perfect fit for your membership.
So ask yourself: What does your ideal member really want help with right now?
If you’re not sure, start by doing a little research:
- Look at your most popular blog posts, videos, or Instagram content
- Check your DMs and emails — what questions are people asking over and over again?
- Run a quick poll or ask your audience directly
You can even ask current members what they were struggling with before they joined. That insight will be super helpful when figuring out what type of lead magnet to create.
Step 2: Pick the Right Format
Once you understand what your audience wants, choose a lead magnet format that makes sense for them — and ties directly into your membership.
Some classic lead magnet types include:
- A downloadable checklist or template
- A short eBook or guide
- A free video training or webinar
- A 5-day email course
- A limited-time discount or free trial
Think about what would feel natural for your audience.
If your membership is video-based, a short teaser video could be perfect.
If you offer downloadable resources, you might share a sample template.
If you run a coaching program, try a mini guide or email course.
Also — this part’s important — don’t hold back on the value just because it’s free. Your lead magnet is often someone’s first impression of your business. If it’s genuinely helpful, they’ll trust that your paid content will be even better!
💡 Need help coming up with a freebie? Here are 30 lead magnet ideas specifically for membership sites.
Step 3: Make It Lead to Your Membership
Your lead magnet shouldn’t be completely separate from your membership — it should naturally lead into it.
Think of it like a sneak peek. You’re giving people a small win, and if they find it helpful, they’ll want more.
Here’s a real life example from a MemberSpace customer.
Brittyn Coleman is a registered dietitian and runs a membership called Autism Dietitian for parents of children on the autism spectrum. One of her main lead magnets is a free 10-page guide called “6 Things to Know About Nutrition After an Autism Diagnosis.”
It helps parents get started with nutrition that meets their child’s health needs and sensory preferences. It works extremely well because:
- It speaks to a specific challenge her audience is facing
- It provides real, practical value right away
- And it directly connects to her membership, where she offers ongoing support like meal plans, recipes, and trainings
Step 4: Nurture and Convert with Email
Once someone downloads your lead magnet, your job’s not done — it’s just beginning. Now you need to guide them from curious subscriber to paying member, and the best way to do that is with a short email sequence, like this:
Email 1: Welcome Email
This is where you deliver the lead magnet, introduce yourself, and let them know what to expect from your content. Keep it friendly, helpful, and low-pressure. You’re just making a good first impression.
Email 2: Value Email
Next, send a value-packed email that builds on the freebie you gave them. Share a bonus tip, a related resource, or a quick insight they can apply right away. This shows them that you’re not just collecting their email — you’re here to help!
Email 3: Behind-the-Scenes
Then, give them a little peek behind the curtain. In your third email, show them what’s inside your membership. You can include a screenshot, a quick video, or just describe what members get access to. If you have a member success story or a short testimonial, this is a great place to share it.
Email 4: Invite to Join
After that, it’s time to invite them to join. Let them know how they can sign up, and consider offering a bonus, a limited-time discount, or even a free trial.
Email 5: Reminder Email
Remind them what’s waiting for them inside the membership, and if you’ve offered a bonus or deal, give them a heads-up before it expires.
Keep the tone casual, helpful, and focused on them — what they’re struggling with and how your membership can make their life easier. When you approach it that way, these emails won’t feel like a sales pitch. They’ll feel like a natural next step.
Final Thoughts
By now, you’ve built a lead magnet that speaks directly to your ideal audience, delivers real value, and sets them up to take the next step — joining your membership.
It’s a simple but powerful strategy that not only grows your email list, but attracts the right people — the ones who are most likely to convert into loyal members.
Want more strategies like this? Sign up for The Membership Blast — our must-read membership marketing newsletter. Every other week, you’ll get actionable growth tips and real-world insights that are working right now for successful membership businesses.
