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!

I started my online business journey in 2017 as an Infusionsoft Certified Partner, helping small businesses automate their sales and marketing.


After helping 100+ small businesses, I noticed that almost all of them had the same problem. They bought courses that promised to help them build an automated sales funnel, but all they got was strategy and confusing templates, and no implementation help at all.


So, I decided to package up what I was doing for my clients, in a step-by-step system, called Funnel That Sells, and sell it at a crazy, no-brainer price of just $27. FTS went on to help over 2000+ small biz owners DIY their very own automated funnel, in less than 9 months.


(OH and add 2000+ customers - not freebie seekers - to our email list)


Funnel That Sells turned my hourly service biz into a multiple six-figure, scalable business in less than a year. Now I help other service providers turn what they know into scalable offers - through my programs and coaching.