John W. McCoy

B2B Copywriting and Marketing Content

Grow Your Pipeline with Lead Magnets

By on May 14, 2021

Magnet attracting leads

I can write individual marketing pieces, but most of the work I do is lead magnets: material your prospects find so valuable they’ll give you their contact information to get it.

The most common magnet marketing content types are e-books, white papers, infographics, and webinars.

Marketing Your Lead Magnets

You can develop the best e-book in the world, but if you don’t let people know about it, your magnet won’t generate leads, so I write the entire package of promotional materials to deliver it. We can use any channel where you can reach your customers: email, social media, industry publications, or anything else you know will work.

I have listed here the most common types I have worked with.

White Papers

A white paper establishes you as an authority in your industry. It can be a research paper or a problem solution, from a few pages to more than twenty-five. The language is often a little more formal than for something like a blog article.


An eBook is a how-to or step-by-step guide on a topic, project, or decision process.

You can use it to educate your prospect on approaching a project or how to do anything connected with your business. We can can use it to allay a prospect’s fears about taking on a technology project.

eBooks are a powerful way to move your buyer toward a decision. It gives your prospect solid assurance that you know your craft by sharing insider tips that your customer can use.


Webinars are growing in popularity. I can’t make you a great webinar presenter, but I can help you build a great presentation slide deck.

Today, the focus is on the expertise and presentation skills of the presenter. If you present a webinar by talking through bullet points in a slide deck, your audience will bail out of your webinar and forget about you.

If you don’t have a good presenter, consider partnering with an experienced pro to present a joint webinar. Professional associations are a good source for experienced presenters. Independent authorities in your industry can also be helpful.


When you put robust statistics, images, and compelling copy into a visual format, you can create a story your prospects will remember. It’s best used to present a complex topic in a simple way that shows a problem or need, proves that the need exists, and offers a solution.

Contact me to get started.