If you’ve been thinking about how to attract potential customers to your online service-based business, then you’re in the right place.

Over the past few weeks, we’ve been talking a lot about email lists, freebies, email sequences, and email list providers. And today, we’re diving deep into one of the most important pieces of the puzzle—your freebie (also known as a lead generator or lead magnet).

This is a key part of your sales funnel and marketing machine. Why? Because it helps you build a list of potential customers—people who are genuinely interested in your services and may eventually buy from you.

So, let’s get into it! Here are five essential things your freebie must have to truly attract potential customers and make a lasting impact.

1. A Captivating Title That Grabs Attention

First things first—your freebie needs a killer title that makes people stop in their tracks and say, “I need this right now!”

Your title should speak directly to a problem, fear, or desire that your target audience has. It should immediately resonate with them and make them feel like downloading your freebie is a no-brainer.

Here are a few examples:

“7 Biggest Mistakes That Keep You Stuck at Your 9-to-5 and Never Starting Your Business”

“The Ultimate Guide to Booking High-Paying Clients (Even if You’re Just Starting Out)”

“How to Create a 5-Figure Service-Based Business Without Burnout”

See how these titles grab your attention? They address real pain points and offer a solution—that’s what you want your freebie title to do!

2. It Must Deliver Massive Value & Solve a Problem

Your freebie should be something so valuable that people would actually be willing to pay for it! It should provide real, actionable solutions to a problem your ideal customer is facing.

Think about it this way—if someone downloads your freebie and gets instant relief from a struggle they’ve been dealing with, they’ll automatically start to see you as an expert. And when they need more help? Guess who they’ll think of first? You!

For example, if your target audience is struggling to book clients, your freebie could be:

A script with exact phrases to use when pitching clients.

A checklist of must-do steps to prepare for sales calls.

A free video training on how to price services confidently.

Make sure your freebie delivers a quick win and solves a real problem!

3. It Must Showcase Your Unique Knowledge & Experience

Your freebie isn’t just about delivering value—it’s about positioning YOU as the go-to expert.

This means your freebie should have a personal touch that sets it apart from what’s already out there. You don’t want it to feel like just another generic resource people can find with a quick Google search.

Here’s how to do that:

Share your personal experiences—what mistakes did you make? How did you overcome them?

Infuse your expertise—if you’ve helped others with this problem before, share their success stories!

Use your own voice & style—let your personality shine through so people feel connected to you.

The goal? When someone finishes your freebie, they should feel like they know, like, and trust you. That way, when you offer them a paid service, they’ll be much more likely to say YES!

4. It Must Speak Directly to Your Target Audience

Your freebie should be crystal clear on who it’s for. If it’s too broad, it won’t feel personal or relevant to anyone.

To do this, make sure your freebie:

Speaks to a specific audience (e.g., Christian entrepreneurs, stay-at-home moms, freelance designers, etc.).

Uses the exact language your audience uses to describe their problem. If they say “I’m scared of failing,” don’t phrase it as “overcoming entrepreneurial setbacks.” Speak their language!

Calls out your audience directly in the title (e.g., “For Christian Coaches: How to Attract More Clients in 30 Days”).

When your audience reads your freebie title and content, they should immediately think, “This was made for me!”

5. It Must Encourage the Next Step

Your freebie isn’t just about giving value—it’s about moving people closer to working with you.

So, what do you want your audience to do after they download your freebie?

✅ Book a free discovery call ✅ Join your paid program or course ✅ Follow you on social media ✅ Sign up for your email list to receive more content

Your freebie should guide them toward the next logical step in their journey with you.

For example, if you’re a business coach, your freebie might end with:

“If you loved this guide, you’ll love my 1-on-1 coaching sessions where I help you create a custom action plan to grow your business! Click here to book your free consultation.”

Make it clear, easy, and exciting for them to take the next step!

Let’s Recap!

Here’s a quick summary of the 5 must-haves for your freebie:

• A captivating title that grabs attention.
• Massive value that solves a real problem.
• Your unique knowledge & experience to stand out.
• A message that speaks directly to your audience.
• A call to action that encourages the next step.

Remember, your freebie is the first impression many potential customers will have of you. Make it valuable, engaging, and action-driven, and you’ll be on your way to growing a thriving online business!

Need more help creating the perfect freebie? I highly recommend checking out the book Marketing Made Simple by Donald Miller. It’s packed with practical tips to help you design a lead magnet that converts!

I’d love to hear from you—what’s your biggest struggle when it comes to creating a freebie? Drop a comment below!