1000 Leads (per month!) with An Unconventional Lead Magnet

Summary

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Podcast Summary: Newsletter & Email Growth: Growth In Reverse

Episode Title: 1000 Leads (per month!) with An Unconventional Lead Magnet
Hosts: Chenell Basilio and Dylan Redekop
Date: March 25, 2026

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Episode Overview

This episode dives deep into unconventional and high-performing lead magnet strategies that are fueling explosive newsletter and email list growth. Chenell and Dylan move beyond generic tactics, sharing detailed case studies and tactical insights from creators and operators who have generated anywhere from hundreds to thousands of subscribers per month, often with creative twists on the “lead magnet” concept. If you want to discover what’s working now (not just five years ago), this episode packs actionable strategies for both new and seasoned newsletter creators.

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Key Discussion Points and Insights

1. Rethinking Lead Magnet Launches

• Don’t Overlook Your Existing List
  • Sending your new lead magnet to your current subscribers isn’t just a retention play—it’s a growth engine. Happy subscribers become evangelists, sharing socially and driving referral loops.
  • “Every time someone asks me about how to launch a lead magnet...I’m like, don’t forget this one thing. And they’re like, I didn’t even think about that.” — Chenell (00:00)
• Retention = Growth
  • Keeping current subscribers happy (e.g., by gifting valuable resources) reduces churn and accelerates growth.
  • “Retention is a form of growth. The fewer people that unsubscribe, the quicker your list will grow.” — Dylan (09:04)

Notable Case Study: Erica Schneider’s Editing Library

• Strategy: Teased the resource on LinkedIn and to her email list, then launched on both simultaneously—plus cross-channel promotion and real urgency (eventual paywall).
• Result: 700 new subscribers from LinkedIn alone, serving as a top-of-funnel that converted eventual customers.
• “She positioned this as a product launch. But it’s a lead magnet. It was really smart.” — Dylan (05:45)
• Tactic: Call out your credibility in your lead magnet (e.g., “I’ve edited over 3M words”).

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2. Contextual & Content-Specific Lead Magnets

• Replace Generic Opt-ins with Targeted Offers

  • The “subscribe to my newsletter” pitch is outdated. Instead, match your lead magnet to the exact context—a blog post about jeans offers a jeans-styling PDF, a video on YouTube offers the guide or slides discussed in that video.
    • Example: Brennan Dunn improved conversions from 2% to 10.4% with contextual lead magnets (11:16).

• “Content Upgrades” Reinvigorated

  • The practice, originally popularized a decade ago, still produces outsized results when customized to content (12:01).
  • “If you want to see more deep dives about people growing with social media, sign up here.” — Chenell (12:05)

• On YouTube & Video:

  • Directly call out your lead magnet within the video—not just in descriptions, to ensure higher uptake (13:25).

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3. Repurposed and “Lazy” Lead Magnets

• Leverage Existing Assets
  • Repurpose slides, checklists, or supplementary content rather than creating from scratch.
    • “Matt’s always been a big proponent of not creating lead magnets...He calls them lazy lead magnets.” — Dylan (15:07)

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4. High-Value Quizzes as Growth Loops

Case Study: Millie Tomatee’s Generalist Quiz

• The Approach:
  • Partnered with an expert to create a genuinely useful career-orientation quiz (“Which Generalist Archetype Are You?”).
  • Promoted via TikTok and LinkedIn; the value and shareability drove a viral loop.
• Results:
  • Over 37,000 subscribers (and counting), majority from the quiz alone (16:06–17:25).
  • “She posts these videos on TikTok, and people are like, ‘Oh, TikTok, you can't grow your email list there’… Not true.” — Chenell (17:09)
• Monetization:
  • Used quiz as top of funnel for a paid community, now sold as a one-time membership (approx. $1,000).

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5. Unconventional Content Distribution & Lead Capture

Case Study: Jonathan Goodman’s Podcast-Episode Funnel

• Tactic:
  • Promoted a client’s appearance on a podcast (praising his coaching) via Instagram/Facebook ads, not his own content.
  • Call-to-action: DM with a keyword (“episode”) to receive the link—begins personal conversation and captures emails.
  • “He’s driving traffic to someone else’s podcast… That’s free publicity for everybody.” — Chenell (21:13)
• Results:
  • Generated 500–1,000 leads/month, with workflow refined over time to include direct booking links, email capture, and qualification.
  • Was willing to spend upwards of $30,000/month on ads as long as back-end sales supported the spend (25:16).
  • “This is just a great example—if it’s working, throw more money at it until it stops.” — Chenell (25:54)

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6. Collaboration and “Lead Magnet Swaps”

• Modern Alternative to Newsletter Swaps
  • Collaborate with others in your niche, swap lead magnets (not newsletters), and cross-promote across lists. It’s currently a top growth channel for Dylan.
  • “This is the next wave of a free cross-promotion collaboration.” — Dylan (26:18)

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Notable Quotes & Memorable Moments

• On Retention-as-Growth:
  “Retention is a form of growth. The fewer people that unsubscribe, the quicker your list will grow.” — Dylan (09:04)

• On Credibility in Lead Magnets:
  “You have credibility… You could say ‘I’ve grown 980 different types of plants’ … It doesn’t have to be marketing.” — Chenell (07:13)

• On TikTok and List Growth:
  “Most people are like, ‘Oh, TikTok, you can't grow your email list there’… Not true.” — Chenell (17:09)
  “Millie’s a beast. In the best way.” — Dylan (19:32)

• On Doubling Down:
  “So many founders do something really well for a while and then move on... No — double down, triple down on this one thing until it stops working.” — Chenell (25:36)

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Timestamps for Important Segments

• [00:00–03:53] — The overlooked strategy: send your lead magnet to your current list for retention, engagement, and word of mouth.
• [04:26–06:41] — Deep dive: Erica Schneider’s Editing Library productized lead magnet launch.
• [11:16–15:16] — Contextual/content-upgrade lead magnets & Brennan Dunn’s client case; YouTube and in-content CTAs.
• [16:06–19:25] — Millie Tomatee’s viral quiz lead magnet and TikTok-driven growth loop.
• [19:50–25:15] — Jonathan Goodman’s podcast-episode Facebook ad funnel.
• [25:36–27:15] — The “Double Down” principle & Lead Magnet Swaps as an evergreen tactic.

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Final Takeaways & Action Steps

1. Always launch your lead magnets to existing subscribers for maximized reach and retention.
2. Contextual content-specific lead magnets outperform generic offers—customize to your audience’s immediate interests.
3. Repurpose and gate valuable assets; not every lead magnet needs to be brand new.
4. Interactive, high-value quizzes can be viral growth loops, especially on channels like TikTok.
5. Innovate with distribution: consider ads and partnerships, even if promoting third-party or user-generated content.
6. Collaborate—organize Lead Magnet Swaps for accelerated, mutually beneficial audience growth.

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Want to share your own lead magnet win or request a teardown? Message the hosts via email, LinkedIn, Twitter (X), or Instagram. They’d love new stories for future episodes and might shout you out on the podcast!

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Transcript

[A]

Every time someone asks me about how to launch a lead magnet or do something, I'm like, don't forget this one thing. And they're like, I didn't even think about that.

[B]

Doesn't cut it anymore. You need something that is super focused on the content you're delivering and it will perform so much better.

[A]

That is actually something super out of the box that people just don't think about. And it's one of the most obvious

[B]

things you can do where he talks about that. And he kind of blew my mind. He said, I've never actually created a lead magnet. I'm just kind of like, what? How is that possible?

[A]

They share it on social. They share it with their friends. More people sign up and it's just this loop. It keeps happening. She saw 700 subscribers from that LinkedIn lead magnet launch. Welcome back to the Growth in Reverse podcast. A couple weeks ago, we actually published part one of an episode on lead magnets. And today we are back with part two of that episode. In that first episode, we actually talked about what a lead magnet is. We gave you some ideas for some common ones we're seeing these days that are working. We also talked about whether they actually still work to drive email subscribers. Spoiler alert. They do. And the five attributes of a good lead magnet. At the end of that episode, we teased one of the more impactful ways that you can grow your email list with lead magnets. And today we're going to kind of pull on that thread a little bit more and give you some examples and share just some really interesting case studies of people using lead magnets today that are working super well. So we're excited. Let's talk about lead magnets today.

[B]

Yeah. And if you wanna check out that episode, just click on the link in the top right corner here and we'll link to that video on screen if you're listening. Sorry. If you're watching.

[A]

Yes. And if you're on the podcast, we'll have the link in the show notes for you as well.

[B]

Yep. Cool. Let's take it away.

[A]

Yeah. So last time we were teasing about what I said, the most impactful way to grow your email list with a lead magnet. And that is actually something super out of the box that people just don't think about. And it's one of the most obvious things you can do, which is just send the lead magnet to your current email subscribers.

[B]

Right.

[A]

And that is going to have a huge impact on the growth of this thing.

[B]

Yeah. And so maybe explain to people why that'll have a big impact on the gross growth of your. They'll be like, they're already my subscribers, so how is that going to help my newsletter grow?

[A]

Yes. So first it's a retention play. If you are on someone's email list and they send you an email and say, hey, I just spent 15 hours putting together this really awesome resource. Here it is for free. That's cool. I am definitely going to stay on that newsletter if they keep sending me these cool free things. So it's a retention play, keep your subscribers happy. But the other point of this is once you go to launch that thing, those people might see the social post or whatnot and then they'll support it even more and be like, hey, yeah, I checked that out last week. It was awesome. Make sure you download it. And it's just like taking your raving fans from the inbox and having them come over to LinkedIn or Twitter or Instagram or wherever you're going to be posting about this lead magnet.

[B]

Yeah, yeah, that's a great point. You could, even if you are really strategic about it, you could do that. Like the hairy dry from marketing examples growth loop where you send the email out to your subscribers with the lead magnet and basically have a LinkedIn post or social media post at the same time. Go out with a call to action in your newsletter, the body of your newsletter email edition. And that sends people to that post saying, hey, I'd love your support getting the word out about this and get people to, to comment and post and engage with it there so that you get more traction and the algorithm kind of picks it up a little bit more.

[A]

Yeah, totally. That was, that's definitely like a high stress environment because you're like creating an email and then you're like, wait, let me write the post. And then you have to hit publish, copy the link, put it in the email, send the email and it's. Oh man. But it works like it's not. Most of the time. It's not going to be like this viral takeoff with that post. However, if you can add like one extra 2% of people coming to that post and engaging and commenting and all that stuff, I think that's going to have a pretty big impact on the success of it.

[B]

Yeah, I mean, it's really about squeezing every ounce of juice out of this. Right. Trying to, if you're, if you are sinking the time into this asset, this resource that you're giving away for free, I think it behooves you to take a little bit more time and effort to kind of get the most out of it. And that is one way you can do it. Yeah. If you're. You don't wanna do this like every week. Cause it's like you said, it's time intensive and it takes a lot of coordination. But to do it, if you're doing a lead magnet launch once a month or every few, few months, quarterly, that, whatever it might be, I think it's worth, I think it's worth the time to put into it, don't you think?

[A]

Yeah, definitely. And you don't have to take our word for it there. We. I shared this in the last year's 30 days of growth, but Erica Schneider actually did this for herself and she did a way more sophisticated version of this than I probably would have. So just real quick, I'll run through this and then we can pull on any threads you. But. So first she teased the resource on LinkedIn and said, hey, this thing is coming. She also teased it to her email list. So she's like building up this launch for it almost. When she was ready, she announced the release on LinkedIn and in her email list and said, go grab this. Here's your free thing. So then her email list, if they saw that post, they're like, oh, I don't actually have to sign up again. I just got it in my inbox already. It's there. She posted across multiple channels to talk about what was included and who it was for. And then a few days later she followed up with another post and said, hey, if you didn't get the thing the first time, I'm probably going to put a paywall in front of this thing in a few weeks. So make sure you grab it now. Yeah, and it's, oh yeah, let's follow up with these people. Because I might see something on LinkedIn, not click and be like, oh, I'll do that later. And then you forget. But if I saw that again, I'm be like, I forgot last time, so I better go do that now.

[B]

Yeah.

[A]

And I think she saw 700 subscribers from that LinkedIn lead magnet launch, which

[B]

is not no small feat, like 700 subscribers organically.

[A]

That's.

[B]

That's pretty awesome. And she, her, the lead magnet that you wrote about here was called the editing library. And I think one really powerful thing that she used was she said she's edited over 3 million words. So she's basically like positioning herself as a credible expert. And it's. That just makes the power of what she's going to share with you for Free that much more valuable, or at least the perception that it's that much more valuable. So I think there's, there's other factors at play that made this successful and that's part of it. But I really like how she positioned this as a product launch. But it's a lead magnet. It was really smart. And I love that she also eventually put it behind a paywall and created a like, you know, fake urgency and fake scarcity of these things. It's like when someone's actually going to put something behind a pay wall that isn't fake, like they're gonna start charging for it. So get on it right away.

[A]

And I don't think it's actually live anymore. So she did, she did put it somewhere else. So that was not a fake urgency plan, which is nice.

[B]

Yeah, that is nice. When people say they're gonna do something, then don't. That's just great. I know. But she said also that many of her future course purchasers like her other products that she was charging for, they began that funnel with this lead magnet. So it was a really good top of funnel effort that got her, I don't know who knows exactly what kind of revenue, but definitely drove her revenue in the long run either way. So I think this is a really smart way to go about it if you want to draft some new subscribers and eventually get them down into courses or services.

[A]

Totally. And I think what you said about the 3 million words thing is actually, I think we need to sit on that for a minute because a lot of people forget that you have credibility. And it doesn't have to be a marketing thing. It could be like, hey, I'm a gardener and I've. You could say I've been doing this for 10 years, or you could say I've grown 980 different types of plants or something like. Or whatever the case is, I've spent, you know, 9,000 days as a gardener. Here's my top tips. It doesn't have to be a marketing thing, it doesn't have to be business. But I think we often go towards that just because of the nature of what we do. So I wanted to call that out for people who might not be in the creator marketing business space.

[B]

Absolutely. And you're feeling, if you're feeling a sense of imposter syndrome or I haven't done anything worth, you know, whatever, man. Ask, ask friends, ask colleagues, ask people on social media that you trust. Or worst case scenario, hop on AI and ask Claude or ChatGPT. You know, here's my experience. What? Tell me what. Where I can express or share some credibility or some authority in a space.

[A]

Yeah, I would definitely go the in person route first. However, cloud can be a good tool for something like this. Like just asking it to, hey, you have all this data on what have I done? That's cool. And it's gonna be like, oh yeah, remember when you did this awesome thing last summer? It's oh yeah, thanks.

[B]

Yeah. And of course that depends on how much you're sharing with these tools and how much you have data you're putting to the platform. But still, if you are using them, I'm sure they'd be able to surface something on you.

[A]

Totally.

[B]

Nice.

[A]

Awesome. Yeah, that was a good one. I feel like people every time, actually every time someone asks me about how to launch a lead magnet or do something, I'm like, don't forget this one thing. And they're like, oh, I didn't even think about sending to my own email list. And I'm like, yes, you have to do this. It is like a no brainer way. At the very least, even if not a single new person signs up for your email list, you're keeping those current subscribers happy. So that is by itself a win.

[B]

Yeah, yeah, absolutely. That alone. We've talked about retention just recently as well on the podcast. And like retention is a form of growth, right? The fewer people that unsubscribe, the quicker your list will grow. So it's really important.

[A]

Yeah, I think we need to. The word retention just, it makes me like, I don't know, it's not a great word. I think we need to just start keep calling them like happy subscribers or subscriber happiness score or something. It's just such a like businessy jargon word that I'm like, I guess so.

[B]

I guess so. Yeah, that's fair. Okay, why don't we move on to. Should we talk about Brennan's. Brennan Dunn's strategy that he leveraged for somebody with a lead magnet. If there's one thing Chanel has learned from doing deep dives on over 80 newsletter creators, it's this. Growing a newsletter isn't just about wr. It's about using the right systems at the right time. That's why she put together the Growth Vault, an ever growing library of newsletter growth monetization and optimization tips. Inside the Growth Vault, you'll find over 30 different actionable tips and strategies you can implement right away. And today we're giving you a sneak peek. Just hit the link in the description to check out a growth strategy we're sharing later in this video. And you can check out the entire growth [e-mail] vault. All right, now back to the episode. So I thought this one was cool because this is more, this is more article or blog focused. But you could take the same path, I'm sure, with your content, because you could do it for video content or what have you. What Brandon did was he was consulting with a fashion based brand website and everything. And they were basically, and if I get any of the details here wrong, Chanel, please correct me. But they were essentially driving traffic to their website and to their blog posts and they were just sharing generic either lead magnets or even just like a pop up. Subscribe to our newsletter form. And those were converting at about 2%. And then Brendan said, why don't we actually, if they're on a blog post about like denim jeans, why don't we, why don't we actually create a lead magnet that's the five best fashion trends in denim or something specifically related to the topic of the blog post. And so they created that type of a league magnet and it ended up converting way better. It was about 10.4% compared to 2% just from a PDF that said something along the lines of 5 Ways to Style your favorite jeans or something along those lines. And, and just being that much more focused and aligned with the lead magnet and not being like you, like you're on our site, join our newsletter. They just worked a lot better. So I think that's the simple takeaway there is. If you are again creating, say a video on YouTube or even on Instagram creating a reel, join our newsletter. In your caption is or in your YouTube description is just that doesn't cut it anymore. You need something that is super focused on the content you're delivering and it will perform so much better.

[A]

So a couple things that stood out to me while you were talking about that one is that I need to do a better job of this. So on my website, on specific deep dives, if they're talking about Twitter or social media, I should be like, hey, if you want to see more deep dives about people growing with social media, sign up here. So I need to be doing this second. I come from 2013, 2010 era of the Internet where this used to be called content upgrades, where it was like this revolutionary thing at the time where it was like you have a blog post and all of a sudden you're like, wait, instead of just having a pop up that says subscribe to my newsletter. We should have a pop up that says, hey, if you want to get the three other tips that I didn't share in this post, sign up for this email. And then it was like a very custom lead magnet for that thing. So yes, this has been around forever and it's just like another way of doing this. And then I'm thinking about how right now on YouTube, the lead magnets that are working super well are the contextual ones to that episode. So, for example, we had Matt McGarry on the podcast and he was talking about how he was doing lead magnets on YouTube. And I said, hey, I just went and found exactly how Matt did this thing. If you want to sign up for this, go here and get it. Very contextual. It's like, it's just the written version or like more research of how he did it.

[B]

Yeah.

[A]

And so of course that performed well. It was like on target with what somebody would be interested in because they were watching that video. So it was like, oh yeah, this just makes so much sense.

[B]

Yeah. I think the point, the word you use there was like contextualized lead magnets. That's essentially what we're talking about here, right? Content somebody's consuming. Create something that is or that is that topic essentially or focused on that topic and it's con contextual to that topic and just give them a little bit more or some behind the scenes or whatever it might be. That lead magnet that you created for Matt McGarry has done really well. Like it's converted a couple hundred, not quite a couple hundred, but over a hundred people have signed up for it. And I think one of the other things we should mention is calling it out. If you're doing a video version of this and you have the link in the description, just calling it out in the video is super important because when you don't do that, I don't think a lot of people are not going to just. I think the YouTube description is mostly ignored for the most part, unless you bring attention to it. So you definitely need to call it out in the video.

[A]

Yeah, I really like this concept here. And I think that it's calling it out in the video is almost like. It's almost like a pop up on a website.

[B]

Yeah.

[A]

Hey, by the way, did you see this thing? But what I think does really well for these is when you have a specific topic, think about what's the next thing that person's need. That person needs. So now what do they need? Yeah, so they just watched this Whole video about how Matt's growing on YouTube. Whatever. Now what? Okay, here's exactly how he did it. Here's the YouTube video he was promoting. Here's how many subscribers he got. Here's how you can do it. And it's just. It's just like the next step that they would want to take. You can also do, like, hit that example that he was talking about. It was just his slides from the presentation he was giving on his YouTube video. So it wasn't like a next step, but it worked. And so I think there is a way to do it. Like, you do it pretty good, and then if you give them the next next step is. It's probably going to perform a little bit better.

[B]

Yeah. Yeah. And Matt's always been a big proponent of not creating lead magnets. And instead of, like, sharing, taking his content and just repurposing it and resharing it that way as a lead magnet, so he calls them lazy lead magnets. And I highly recommend checking. Checking out our interview with him, if you haven't already, where he talks about that. He blew my mind. He's. I've never actually created a lead magnet, and I'm just kind of like, what? How is that possible? But he just gates.

[A]

What do you mean?

[B]

Yeah, exactly. Just either just packages up his. His slides that he's giving for his presentation, or he. Or he gates the newsletter content that he's talking about. So just really easy ways to create lead magnets.

[A]

Yeah, I like this. I feel like we could do a whole episode of just, like, examples of good ones. We could, but we could also do that right now.

[B]

Yeah, I was gonna say talk about

[A]

another type of lead magnet.

[B]

Why don't you talk about one that we've talked about before? She's been on our podcast, and I think it's still. For anybody who has not heard it, go check it out. But let's talk about it again, just to remind people how effective this is.

[A]

So this is Millie Tomatee, and she actually just posted that she hit 50,000 subscribers, like, this week. And so it's just, like, awesome. For context, Millie has been writing since, I think, even before she started, right before Growth and reverse did so 2022. And she was humming along here and there, like, doing good, but then all of a sudden, she was like. She got together with this guy in her community, and they created a quiz, Right? And this quiz is first. It's insanely valuable. It's giving people great answers. It's actually helping them in their journey along Their career path. And so that's like the first thing. It has to be good. But this quiz has driven, man. We've had multiple updates. The last one, when she was on the podcast, I think it was like 27,000 subscribers from this one thing. Now, I mean, that was when she had 40,000. And most of her subscribers are coming from the quiz. So you can extrapolate that. It's probably 37,000 subscribers from the quiz, which is bonkers. And so she's promoting this thing just through TikTok and obviously now by me and you talking about it a million times.

[B]

Yeah.

[A]

And her LinkedIn, she's posting on and on LinkedIn. Yeah. But she says the main driver of it is, like, she posts these videos on TikTok, and most people are like, oh, TikTok, you can't grow your email list there. It's just like a bunch of Gen Z people doing some things. Not true. So she's. She'll post a video that's. Hey, if you ever felt like you were. You didn't fit in at work or you. Everybody wanted you to niche down and in what you specialize in, there's actually this term called generalist. And I have this quiz where you can learn the four archetypes of a generalist and see how you can apply this in your job and tell your boss about it and stuff. Much better said than that. Yeah, that's the gist of it. And it's crushing. And she's just getting this growth loop going of the quiz is super valuable. So people see it and they're like, yes, that's me. And then it's like they share it on social. They share it with their friends. More people sign up, and it's just this loop. It keeps happening.

[B]

Yeah, it's. And so the big takeaway here is like using a quiz as a lead magnet, but also a very valuable quiz. And she did it the right way. She didn't. She didn't do, like, the BuzzFeed version, like, really lame quizzes. What Simpsons character are you exactly? No, this is actually something that's really helpful for people who are trying to figure out a career path. Right. And that's really important. A lot of people are struggling with that sort of thing, and so this really stands out and helps them with that. And. And I think one of the most important parts is she. She partnered with an expert. An organizational. Was it organizational behavior expert? Psychologist or. Yeah, something along those lines. Somebody who knows this sort of stuff, and you may not need to do that. When you create your quiz. But it really helped for her and the proof is in the results here. It's been crushing it for her. The nice thing with the quiz is it loops people into her newsletter, but then through her newsletter she's also selling people into the generalist world community and that sort her big ticket item. And she even told us she recently just changed that to a one time fee, I believe. It's like you pay once and you're in the community forever. It's around, I think a thousand dollars. And so this is just like a very top of funnel approach to get people from seeing your TikTok video into, hey, now I'm paying for this generalist world community. And I'm, I found these people and my job's getting better. And so it's really, it's a really interesting and powerful story.

[A]

Yeah, I love that story. I'm excited to see, like she'll probably hit some even bigger numbers and later this year.

[B]

Oh, yeah.

[A]

So it's pretty cool. Yeah, yeah, yeah.

[B]

Millie's a beast.

[A]

Yes.

[B]

In the best way. In the best way.

[A]

Okay, Totally. I know. She was so fun to have on the podcast, so down to earth.

[B]

Oh, yeah.

[A]

Oh, you're a human. And I love this.

[B]

Yeah, she's great. She's a good follow on LinkedIn too.

[A]

Cool. I think we have one other one we can share too.

[B]

Yeah, let's do it.

[A]

Okay. So Jonathan Goodman, he actually was still is. He's like a fitness influencer, if you want to call him that. He would coach people on being healthier and fitness and all that stuff. But he would. Eventually he started helping fitness coaches and like teaching them the business behind coaching people like that. And so he did something super smart where one of his students actually went on a podcast and started just like raving about his program. And he was like, oh, that's really interesting. And so he took that podcast episode and started promoting that to people with Facebook ads. So instead of being like, hey, I'm Jonathan, I'm awesome. He was like, oh no, here's like this client success story that I didn't even have a hand in. I just heard it on a podcast like after the fact. He took that podcast episode and is now running ads to it. And then on the back end of that, he can book calls with people, get them in the program and all of that stuff. I think he's said that was driving like 500 to a thousand leads a month for his coaches because he has a large team now at this point. But it just Goes to show you that you can take, you know, a piece of content that you might not have even created, but that showcases your work and how well you did something and turn that into a Facebook ad or just a piece of content that you promote.

[B]

And you called this one the Content Upgrade Loop. So this is the second time content upgrades is coming into play in this episode, right?

[A]

Yes.

[B]

Yes.

[A]

Because he just. I'll see it all the time on Instagram. I'm like, oh, there it is again. It's still working, still humming along for him. And it's. It's awesome because it's showcasing his coat. The person he was coaching, like, his client as an expert, he's driving more traffic, so she's getting more visibility. And then the podcast host is probably thrilled because he's driving ads right to that episode, and it's. That's free publicity for everybody.

[B]

That's. So he's just. So I get this straight, he's driving traffic to a podcast episode that his. One of his clients was raving about his. His coaching program and obviously would have had probably permission from the podcast to do that, I would think.

[A]

Nope.

[B]

No, no.

[A]

Why? Why? He's driving traffic to someone else's podcast. Like, I don't think they'd be upset at all.

[B]

Huh. Okay, interesting.

[A]

But so here's the. Here's where he gets the email. So he. These are Instagram ads, right?

[B]

Yeah.

[A]

So he's saying, hey, comment the word coach or whatever. I forget. Comment the word coach and I'll send you the link to the episode. So he's probably. I forget if he does this on or not, but he'll probably say, hey, here's the link. What do you want help with? And then if you say something or you sign up for the email list or whatever his workflow is, there's a couple ways you could do this. Like, before giving the link, ask for their email address and then give them the link, whatever.

[B]

Yeah.

[A]

This is all semantics, but he's essentially opening a dialogue with a potential, like, client of his and saying, hey, what can I help you with? And then from there, you can turn that into a call, like a booked call or an email subscriber or whatever it ends up being.

[B]

But, yeah, dang. So this isn't necessarily a traditional, like, lead magnet strategy, but he is taking free content and using that to. You cast a wider, Final. Wider net to get people in.

[A]

Yeah, I mean, we talked about this in the first episode, right? A lead magnet is a magnet for lead. And so it's essentially Yeah, I mean, he's still getting. He's still getting an email subscriber, he's still getting clients, and he's just doing it in a very unique way. I actually pulled it up. It's DM me the word episode and I'll send you the podcast episode.

[B]

Okay, that's cool. That's pretty unique. There's not a lot of people who are spending money to run ads to content that's not theirs and, and then getting leads with it, but it's smart.

[A]

Yeah, I 100% agree with this. I was trying to pull it up and see if I could find it, but I can't. But I remember the workflow and like it went through the process. Actually, I have a video about this in the Growth Vault. I'm just remembering. I was like, I know I did this somewhere.

[B]

I've recorded this before.

[A]

I have definitely recorded this before. But I remember like a screen coming up where you could book a call and pick a time slot to talk to one of his coaches.

[B]

So, hey, if you want to find out the exact process that Jonathan Goodman used to drive those 500 to 1,000 leads per month, check out Chanel's free video with a link in the description. She walks through his whole process, including the exact ad that is driving most of his traffic. And if you find that helpful, she's got over 30 more videos just like it. Inside of the Growth Vault. The Growth Vault is Chanel's ever growing library of newsletter growth monetization and optimization tips. You can check it [e-mail] vault if you want to get started or if you become a member of the Growth Reverse Pro community, you get instant access to the entire Growth Vault for free. I hope to see you there.

[A]

Yeah, so he's. It's awesome. Like, I think this is actually better because it's. You're pushing the monetization piece faster. Like it's not just, hey, sign up for my newsletter and we're just going to hope you buy something in however much time. It's, hey, do you want to actually just talk to a coach and see if you're a good fit?

[B]

Totally. And I'm sure that's a free call too, right? Like, they're not going to charge for that.

[A]

Oh, totally.

[B]

So low friction in that regard. And then once you get somebody on the phone, if you're a good salesperson, you probably have a decent close rate. So you can estimate how much for every a hundred leads. If you're going to convert 10 or 15 or 25 of them. And then figure out your monetization strategy there. So it's all this big flywheel of content, content leads sales, and then reinvest into getting more people into the content.

[A]

Yes. I like it.

[B]

Dang. I see here he even ran $30,000 a month to the content that performed best. Shoot.

[A]

I mean, when something's working and he's clearly getting sales on the back end. So if it's working, why not?

[B]

I mean, he's spending 30,000amonth, so he could be making 40, 50, $60,000 a month on her. Yeah, yeah, yeah.

[A]

And it's funny, this keeps coming up in just like my day to day lately is like so many founders and business operators, like, they do something really well for a while and then they're like, that's working. I'm gonna go do this other thing. And it's no double down, triple down on this one thing until it stops working and then move on to something new.

[B]

Yeah.

[A]

And so this is just a great example of that it's working. Let's throw more money at this thing that's working and just see how far we can take it.

[B]

Yeah. I'm still kind of like, damn, this is good. Do you. Do you have any others you want to talk about quickly or should we call that. Should we wrap for the. This episode? This part two of the Lead Magnets?

[A]

I think we can wrap on this one. I have a feeling we'll probably have seven more episodes about Lead Magnets over the next however long. But yeah, this is good.

[B]

I'll tell you what, I just was doing some collaborations with people for Lead Magnets and Lead Magnet Swaps still work. It's still something that. That has been. It's been my number one growth channel over the last month just for my newsletter. So just reaching out to people with similar audiences, some audience overlap and Swap and Lead Magnets used to do. We used to do newsletter swaps. Right. All the time, but that's fizzled out a bit. And I think this is the next wave of a free cross promotion collaboration. Swap, if you will, is with Lead Magnet, so don't sleep on that strategy either.

[A]

Yeah, I like it. That's good. We'll have to talk more about that in next upcoming episode.

[B]

I agree.

[A]

Awesome. If you've done a super successful Lead Magnet swap or just any Lead Magnet that you've published, let us know about it. Email me or talk. Tag us on Twitter, Instagram, wherever you want to tag us. LinkedIn. Dylan's cringing that I said the word Twitter.

[B]

It's not even called that anymore.

[A]

I still call it Twitter.

[B]

Send me a LinkedIn DM.

[A]

Not a brandable thing. How do you brand the word X? The letter X?

[B]

I don't ask you long.

[A]

I don't know. All right. But yeah, let us know if you've done a successful lead magnet. We want to hear about it and I want to start sharing some of these awesome, I don't know, people doing cool stuff and growing their newsletter. So let me know about them if you have any.

[B]

Yeah, we'd love to hear. We'd love to hear them and see what's working and share your strategy and you get a shout on the podcast. So that's fun. But yeah, share them with us. We'd love to hear it.

[A]

Awesome. Cool. I think that's it for this one.

[B]

Is that the pod? See you soon. That's the pod. All right.