Most lead magnets fail for 2 reasons:
They are too basic, so they don’t actually solve a problem
They attract the wrong audience, so fill your list with a bunch of people who aren’t buyers
But there’s one lead magnet that actually solves a problem and attracts the right audience - assessment/quizzes.
That’s because if someone is taking your assessment, what they are doing essentially is that they are signaling that they have a problem.
Each question forces your prospect to think about their problems without feeling attacked.
By the end, they've essentially told you exactly what they struggle with.
And you've positioned yourself as the person who understands their specific situation.
Here's how to build one that converts:
Step 1: Pick one core problem your service solves.
Don't try to cover everything.
If you help with positioning, focus on positioning.
Step 2: Create 5-7 questions that reveal different aspects of that problem.
Continuing with our positioning example: ask about differentiation, unique value proposition, and customer types.
Step 3: Design 3-4 result types that each highlight a different pain point.
"The Overworked Founder," "The I’ll Take Every Client CEO," "The Strategy-Less Founder."
Step 4: Make each result feel accurate and valuable.
Give specific next steps, not generic advice.
Step 5: Follow up with content that directly addresses their quiz result.
You can add a PDF report that customers get after they complete the assessment, which is solid 5-10 pages of pure value.
Pro tip: Make sure you add your CTA link (book a call as an example) at the end of your Thank You Page/Results Page and in the report itself.
Keep dominating,
Tanyo
P.S. I’m building a lead magnet like that for a client, and it’s coming together pretty nicely. Book a Call Here if you want to have a lead magnet like that.