Justine Haveland

Hey guys, welcome back. Today is part 3 of the 4 part #automationtips series. 

If you haven’t had a chance to catch Part 1 and Part 2, go ahead and do that first, and then come back here!

Today, we’re going to cover:

  1. the difference between free and paid content, and then 
  2. I want to dive into how you can go about creating a Lead Magnet that is going to actually get you new customers

On the go? Watch it below.


Free content is the “what” and the “why”, and paid content is the “how”. 

Free Content Examples:

  • Checklist
  • Guide
  • Template
  • Roadmap (hint: this will likely be the modules of your paid program!)

For example, your free content might share the steps of your 1:1 program or online course, and might also share “why” those steps are important. However, it won’t tell them how to actually go about doing each of those steps, nor will it tell them the order or syntax they should consider.

Your free offers should encourage your readers to take some sort of action so that they can achieve a small transformation or outcome. This will help you build trust with your audience, and will position you as the perfect person to help them.

Paid Content Includes:

  • Your system
  • Syntax / order
  • Detailed how-tos
  • Concise information about a complex topic that has taken you years to learn and has been condensed down.

Your paid content is really the culmination of your experience coming together to get them from A to Z, to get them the best result in the shortest amount of time.


Ok, so now let’s dive into creating a Lead Magnet that is going to actually get you, new customers:

We want our lead magnets to:

  1. Be Specific (We want them to know it’s perfect for them)
  2. Solve a problem (Give them immediate value & build trust)
  3. Be directly linked to your paid products (we want to build a list of people who will eventually buy)

Here are some questions to ask yourself so that you can start to craft a lead magnet that will actually convert:

  1. What product do I want to eventually sell?
  2. What is the outcome of this product? What problem does it solve?
  3. What can I create to give someone a taste of the system, process, method, which shows them what they would need to do, and tells them why it’s important – without diving into the “how”.
  4. What format is best to convey this value – checklist, roadmap, guide, or maybe even a video series?
  5. What are my competitors doing? How can I learn from them?

Once you’ve answered these questions and created your lead magnet, ask yourself if it is specific, solves a problem, and is directly linked to your paid offer. If it is, you’ve got yourself a lead magnet that will convert into paying customers. Yay!

If you’ve been wanting to create a lead magnet that will build your email list of people who will actually buy from you, I hope you found this helpful. 

If you’re ready to dive into email list building, then I’d love for you to grab the guide here, and get started now!

Justine Haveland About Portrait Image (1)

Hey, I'm Justine!

Like you, I always craved complete freedom. But I got the message that a well-paying corporate job was the best bet for a happy life. So I went to business school, worked at top consulting firms... and hated every minute of it.

I started my first online business in 2017 as a way to escape the corporate world. After helping 100+ small businesses automate their sales and marketing, I knew it was time to shift away from purely trading time for money.

I attempted to create a course, but the idea of live launching, pre-selling, and delivering the content live was simply not possible while I was home full-time with my twins. So, I created a $27 offer and set up paid ads to sell it on autopilot.