Lead magnets are the bridge between your LinkedIn content and your newsletter.

Making one is easy.

Making a good lead magnet requires a lot more skill.

And making a good lead magnet that converts subscribers into leads is a whole process in itself.

The good news is, I’m sharing the conversion framework that has helped our clients generate well over $100,000 in course sales in 2025.

Part 1: The educational sequence (Days 1-4)

Someone just downloaded your resource.

Forget any kind of pitching or promotion for the first few emails.

Day 1: Deliver the resource with one clear next step
Day 2: Share a quick win they can action today
Day 3: Address the objection they're probably thinking
Day 4: Give them a deeper insight they didn't expect

This builds trust, so they start to see you as someone who delivers on their promises.

Keep each email short (300-600 words)

One idea. One action.

Part 2: The sales sequence (Days 5-7)

Now you've earned the right to make an offer.

They've seen you deliver value. They're more likely to say yes.

Day 5: Transition from education to offer (no hard sell, just a bridge)
Day 6: Show proof it works (client result, testimonial, numbers)
Day 7: Create urgency with a deadline or bonus

Three emails are usually enough. If it's a lower-priced offer (under £1,000), people often convert quickly.

Bigger-ticket offers might need more time or a sales call, but the principle stays the same: you've already delivered value, now show them how to get more.

Part 3: Advanced follow-up

Note - this is optional, but I’ve seen it make a huge difference.

Some email platforms, like Kit, allow you to use ‘Click Scoring’ automations.

Essentially, the platform can track how many times a person has clicked a certain link, and after a certain threshold of your choosing, it can trigger a specific automation.

For example, if someone in your nurture sequence clicks a ‘Book a call’ link 3 times, but doesn’t book, you trigger an additional book a call email to encourage them to take action.

This requires way more work, which is why I’m making this optional.

Part 4: Tracking

Keep it simple. What gets measured gets improved.

• Open rates on Days 1-4 vs Days 5-7 (are people still engaged?)
• Click-through rate on the offer emails (who's interested?)
• Conversion rate from download to sale (what's your baseline?)

Track for at least 6 weeks before making changes. You need enough data to spot patterns.

One example: I built a simple sequence for a coach. 4 days of education, 3 follow-up emails inviting them to sign up for an £800/$1000 course, promoted once per week on LinkedIn.

This led to 180 sign-ups in 6 months, and 15 clients bought the course. All with zero sales calls.

Not every funnel will hit these numbers, but the structure works.

If you're going to put the work into building a lead magnet, don't stop at delivery. Build the follow-up that turns interest into income.

Need help mapping out a sequence like this for your business?

Drop me a message, and I'll show you how.

Mo