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How to craft the perfect Transitional Call to action (Lead Magnet)

How to Craft the Perfect Transitional Call to Action (Lead Magnet)

Donald Miller calls it a Transitional Call to Action. It’s a simple concept, offer something of value in exchange for an email address. There is no denying it, email marketing is one of the most underrated forms of marketing today, yet has the biggest ROI.

Direct Call to Action and Transitional Call to Action

But how do you fill your marketing funnel with qualified leads? If someone visits your website they have buyer intent, sure they may be at the top of the funnel, or perhaps closer to making a purchase (at the bottom of your funnel) but one simple fact remains:

No matter how good you are at design and copywriting, not every visitor to your website is going to click your “buy now” button, a.k.a. your Direct Call to Action.

(Read more: 2 Mistakes Most Brands Make with their ‘Call To Action’)

This is why a Lead Magnet is so important. My recipe is simple. If you have completed your StoryBrand BrandScript you will already know your customers “External Problem”.  The key to a high-converting lead magnet is to understand your customer’s problem, then offer them the answer to that problem …. For FREE.

That’s it, sounds simple enough, here is the recipe again:

1. Understand your customer’s problem

2. Write some content that answers that problem

3. Offer that content on your website

4. Generate Leads ….



This works especially well for Top and Middle of funnel prospects. Let me illustrate with an example. Let’s say you want the greenest lawn in your street (my problem is that I have ugly looking, brown lawn).

So you visit GreenLawn.com but you are not ready to buy. What if they offered you a FREE PDF:  3 steps to Lush, green lawn in 3 weeks. Would you be compelled to download that document? Of course, it’s a great lead magnet.

It doesn’t matter if you’re in B2B or B2C and it doesn’t matter if you’re in SaaS or eCommerce. If you use a sales funnel to generate traffic, turn them into leads, and then turn those leads into sales, you need lead magnets.

But not all lead magnets are created equally. That’s because the offer is everything. And when coupled with the right positioning and copy, a few good lead magnets can literally triple your lead generation almost overnight.


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Here are 89 ideas to inspire your next lead magnet…. ( Or Transitional Call to Action if you are a fan of StoryBrand)

Top of funnel – new prospects

  • Cheat Sheet
  • Checklist
  • Toolkit
  • Resource List
  • Free Report
  • Industry Update
  • Predictions
  • Guides
  • Video Training
  • Survey
  • Email Course
  • Infographic
  • PDF Version
  • Video Version
  • Quizzes
  • Audio Version
  • Giveaways
  • Calculator
  • Mind Map
  • Process Flow Diagram
  • Scripts
  • Generators
  • Summary
  • Event Recordings
  • Podcast Download
  • Audio Book
  • Templates
  • Swipe File
  • Free Branded Materials
  • Slideshare/Powerpoint Download
  • Spreadsheet
  • Transcripts
  • Splinter of a book
  • Splinter of a video
  • Splinter of an audio
  • Video Course
  • Audio course
  • Audio training
  • Ebook
  • Physical DVD
  • Physical CD
  • Physical Book
  • Fast-Start Guide
  • Workbook/Worksheet
  • Curated Newsletter
  • Roundups
  • Lists
  • Calendar
  • Doodles/Illustrations
  • Facebook Group/Slack Group
  • Members Only Area
  • Mobile Games
  • Mobile Apps
  • Whitepapers
  • Web Apps
  • Quotes
  • Poster
  • Newsletter Subscription
  • Replay
  • Libraries
  • Graphs
  • Timelines
  • Free Magazine Subscription
  • Live Chat
  • Sandwich Content
  • Package
  • Breakdowns
  • The “We’re Live” Update
  • Original Data/Research
  • Periodic Newsletter



Middle Of Funnel – Considering your products and services

  • Software Download
  • Case Studies
  • Account Registration
  • Free Shipping
  • Webinar
  • Free Tickets To Workshop/Live Event
  • SMS Notifications
  • Early Bird
  • Certification Programs
  • FAQ’s
  • Free Sample
  • Free Version
  • Free Coaching Session
  • Brochures
  • Catalogs



Bottom Of Funnel – Close to the point of purchase

  • Discount Coupon
  • Free Consultation
  • Comparison Charts
  • Software Demo
  • Price Points Page
  • Free Trial
  • Free Quote
  • Loyalty Programs
  • Needs Analysis Call
  • Sales Call



Here’s my advice,  when you launch a new lead magnet, Measure the conversion rate (at least every 30 days), then try another headline or another lead magnet. Then measure for another 30 days. Measure and modify, measure and modify your way to conversion rate success.

If you want to learn more about transitional call to actions and how you can use it on your website, schedule a call now!


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