Subscribe Now: Apple Podcasts | Spotify
Over the past couple of weeks, I’ve had multiple conversations with prospective clients, new clients and existing clients who have all been asking me something very similar.
They’ve been told that lead magnets are dead.
That with the new Meta™ Andromeda updates, running ads to free lead magnets no longer works and that every business should be switching to low-ticket offers instead.
I can see where this advice is coming from, and there is some merit to it. But I also think there are some significant flaws in making that a blanket recommendation for every business.
What works for one business won’t automatically work for yours
There is no single funnel strategy that works for every business. Your business model is different. Your ideal clients are different. Your offers, your messaging and even the person behind the business all play a role.
So when someone tells you a particular strategy is working well for them, pay attention. But don’t automatically assume it will produce the same results for you.
Whether you’re using a free lead magnet, a quiz, a masterclass or a low-ticket offer, the goal isn’t simply to get someone to take that first action. The goal is to attract the right people and move them towards becoming paying clients.
Why people are recommending low-ticket offers
The argument is straightforward. If someone is willing to pay even $7, $17 or $27, they’re a higher-quality lead than someone who downloaded something for free. They’ve taken out their credit card and demonstrated willingness to spend.
That can be a valuable signal. But here’s the question I’d be asking: does buying your $17 offer mean they’re interested in your $2,000 coaching program?
Not necessarily.
You could create a fantastic low-ticket product that attracts a lot of buyers. But those buyers might only be interested in that particular product. They might not have the problem your higher-ticket program solves. They might not be at the right stage. Or they might simply be people who love buying inexpensive digital products.
So yes, you’ve got buyers. But are they the right buyers for what comes next?
If the purpose of your low-ticket offer is to bring people into your world who will eventually purchase your main offer, then that product needs to be strategically designed to attract those people. It can’t just be something you know will sell for $17. It needs to make sense within your overall business model, and there needs to be a clear path from that first purchase to your next offer.
Free lead magnets are still working
I’m still seeing free lead magnets generate quality leads and contribute to profitable funnels. But I will say this: it’s not as easy as it once was.
That’s not because Meta™ Ads can’t attract good leads through a free offer. It’s because people are becoming more discerning about who they trust and who they’re willing to spend money with. There’s more content, more free resources and more offers than ever before.
You can build trust relatively quickly if you have the right strategy in place. But you do need that strategy. And this is where a lot of lead magnet funnels fall down.
Someone creates a free PDF, runs ads to it, gets a lot of leads, and then wonders why nobody is buying. But what happens after someone downloads that PDF? Are they consuming it? Does it help them understand their problem? Are you continuing the conversation through your emails? Are you giving them a logical next step?
Collecting email addresses and hoping people eventually buy is not the same strategy as intentionally moving someone towards a purchase.
The lead magnet needs to attract the right people
Not all lead magnets are created equal. The question isn’t just whether you’re offering a PDF, a quiz or a masterclass. It’s about what you’re actually offering, who it’s designed for, and whether those people are likely to purchase your paid offer.
You can have a lead magnet that generates incredibly cheap leads. But if it’s attracting the wrong people, those cheap leads aren’t helping your business.
If you’re selling a coaching program for established business owners but your lead magnet appeals to people just starting out, you might get plenty of downloads from people who aren’t ready for what you’re selling. The issue isn’t that free lead magnets don’t work. The issue is that your lead magnet isn’t attracting the right people for your offer.
Don’t change your entire strategy because someone says it’s not working
An update to Meta’s advertising technology doesn’t automatically mean every business should abandon one type of funnel and switch to another.
If you’ve already got a lead magnet funnel that’s working, generating quality leads and making sales, why would you throw it away because someone told you lead magnets are dead?
And if your lead magnet funnel isn’t working, don’t automatically assume switching to a low-ticket offer is going to fix it. You might end up with the same problems in a different funnel.
Before changing your entire approach, look at why your current strategy isn’t delivering the results you want. Are you attracting the wrong people? Is your messaging connecting? Is the lead magnet relevant to your main offer? Are people being followed up with? Is the offer compelling?
Those are the questions worth answering before deciding that an entire funnel model no longer works.
Final thoughts
Lead magnets are not dead. Low-ticket offers can work extremely well too. But both strategies can fail if the rest of your marketing isn’t supporting them.
Start with your ideal client. Look at what they’re struggling with, what they want, and what would make them stop scrolling and pay attention. Then ask whether that first step naturally connects to your main offer, and what needs to happen after they take it.
Because the goal isn’t simply to get someone to download something for free or purchase something for $17. The goal is to attract the right people, build trust with them, and take them on a journey towards becoming paying clients. That’s what your entire marketing system needs to be designed to do.
I would love to hear your thoughts...