Hola,
I made $33k in sales from my first webinar launch.
On October 28, I ran my first live webinar. Over 1,000 people signed up, and 600+ joined live.
That webinar launched my first cohort. We’ll teach people how to build their LinkedIn systems, including the lead magnets and email list that helped fill that room.
I’d been building that list for months before I had a webinar to invite anyone to. Every resource I shared gave people a reason to join it.
Edited launch-sales graphic from my LinkedIn post. Includes the invoice-paid seat outside Stripe.
That’s the part I want you to copy.
Most of the people already on my list had come in through lead magnets.
A post gets seen for a few days. An email list is there for every launch you run.
Build your email list!!! Lead magnets are the best way to do it. Trust me.
Without them, growing a list takes way too long.
I covered the four mistakes that kill most lead magnets in the Magnets launch issue. This time, let’s get into what to build, where to put it, and what happens after the download.
I also walked through the full system in my latest YouTube video →
The rule I use for every magnet
Solve one specific problem for one specific person in one sitting.
One problem, not a survey of a topic.
Then I run one test: would somebody pay $20 for this?
If the answer is no, I rebuild it before it ships.
The hook writer skill I use on my own posts solves a job someone has every week.
They can paste a draft, get hooks back, and use one straight away.
Four formats I'd pick from first
Format is where everybody stalls, so start with one of these.
→ A skill. I studied hooks from creators who are growing and turned that research into a free Claude skill. It now draws on 304 hooks from 26 creators. Paste a finished draft and get hooks back in different formats. Every time someone uses it, they get another reason to trust my work.
→ A Loom. Ten minutes of you building the thing with tools they already have. Watching someone do it removes the excuse that it's too complicated.
→ Copy-paste prompts. Share a prompt you’ve tested, with enough context for someone to get a useful result. This is quick to package. Spend the time testing it before you give it away.
→ A five-day email course. One email a day, one move a day, each ending with a single thing to do. By Friday they've done the work and they've heard from you five days in a row. (Mine is here if you want to see how it reads.)
The format is packaging. The rule underneath it is the product.
You've already built your next magnet
We treat the magnet as a separate project, one more thing to make on top of everything else. Which is why it never gets made.
If you did real thinking this week (a video, a newsletter issue, a client strategy session), the magnet already exists. You haven't packaged it yet.
So I build one per idea, and the idea rides for weeks.
The Algorithm Audit Kit came out of the time I spent reading LinkedIn's engineering papers. That same thinking became two videos, a stack of LinkedIn posts and newsletter issues.
Then I put the kit under a post that opened with a bet: pull up your LinkedIn profile, I can spot at least one thing suppressing your reach.
That April post had 111 comments when I captured it.
The same resource can sit under several posts and videos that teach that idea.
The 11 words
The download gives you a reason to check in.
Three days later, try the question I share in the video:
“Did you try it? Or is it sitting in your downloads?”
Either answer starts a conversation.
If they tried it, we're talking about their results. If they didn't, we're talking about what's blocking them.
Read the answer and help with the next thing they’re stuck on.
Free, expensive, and nothing in between
Most of us running content have two prices.
Free is the posts, the videos, the magnet. Expensive is the retainer.
Then we wonder why the list never buys.
Going from “I read your post” to a monthly retainer asks a lot of someone who barely knows you.
So I built a ladder, where every small yes earns the next one:
→ The content is free
→ The magnet costs an email
→ The newsletter nurtures for free
→ The first paid step is a $500 consulting call
→ Then the retainer, with the $500 credited to the first month
The community is another option at $99 a month, for people who want to build the system themselves with feedback along the way.
By the time someone's in a retainer conversation, they've already paid me once and watched me build their strategy for a full hour.
One rule holds the whole thing together: each step only sells the next step.
The magnet's job is the email. The email's job is the small offer. The small offer's job is the conversation about the big one.
15 lead magnets to steal from
I put together a swipe file with 15 lead magnet formats, from a quick checklist to original research.
Each comes with a template and a Claude prompt to help you build a version from your own material.
It's the file I wish I'd had when I started.
It’s hosted on Magnets, the free tool Cam and I built. It hosts the signup page, sends the resource, and lets you add follow-up emails with a delay between each one. You can start before you have your own domain.
What I’d do this week:
Pick one question you’ve already answered in a post, video, or client call.
Package the answer so one person can use it in one sitting.
Put the link under content about that same problem. Deliver it by email, then check whether they tried it.
Then reply and send me the link. I want to see what you make.
Talk soon,
D.
P.S. If you want help with the wider system, The LinkedIn Engine is where we build it together. Book a power hour for a full hour on your strategy, or see Distinctiva if you’d rather my team run it.