The 10 Biggest Lead Magnet Mistakes Non-Fiction Authors Make (And How To Fix Them)
Start turning readers into subscribers.
If you're a non-fiction author who wants your book to do more than just sit on a shelf, this one’s for you.
Whether you’re self-published or traditionally published, if you’re serious about building a business around your book, your lead magnet is not optional.
In this post, I’ll walk you through the 10 most common mistakes I see non-fiction authors make when it comes to lead magnets and more importantly, how to fix them.
The good news?
Most of these are easy to avoid once you know what to look for.
Since 2009, I’ve worked with over 300 course creators and best-selling authors, helping turn their books into thriving six and seven-figure digital product businesses and it almost always starts with a lead magnet that actually gets downloaded.
So let’s create yours.
Mistake #1: You created only one freebie for the entire book.
It feels easier, or more efficient to create a single opt-in and call it done.
But as the saying goes, “different strokes for different folks.” The freebie that appeals to one reader might completely miss the mark for another.
The more entry points you offer, the more likely it is that a reader will raise their hand and join your list.
Here's How To Fix It: Create at least 5 different lead magnets that align with different chapters or audience types and spread them out across the book from the introduction to the last chapter.
Mistake #2: Your lead magnet doesn’t lead anywhere, it doesn’t build a bridge to your next offer, program, or service
Your lead magnets need to walk a fine line: they should be valuable and relevant to your reader right now, but also build a bridge to what comes next.
You need to be crystal clear on the action you want someone to take after they join your list whether that’s booking a 1:1 call or purchasing a $27 digital product.
Clarity = Cash.
Here’s How To Fix It: Design your freebies to lead naturally into your next step whether that’s a course, service, or paid product.
Mistake #3: You created your lead magnet for one reader, without thinking about the different audience segments.
It’s tempting to create something broad so it “works for everyone.”
But when your freebie tries to speak to everyone, it ends up resonating with no one.
Take The Checklist Manifesto, for example. It’s a fantastic book that appeals to both productivity nerds and medical professionals but the lead magnets each group would want are completely different.
Here’s How To Fix It: Go back to all the audiences you wrote your book for and create specific lead magnets tailored to each one.
Mistake #4: You offer the same type of lead magnet no matter where your reader is in their journey.
You may not have considered how your reader’s needs shift as they move through the book.
When your freebie doesn’t match their mindset or level of commitment, it gets ignored.
Here’s How To Fix It: Use curiosity-driven, low-commitment opt-ins at the start (like a quiz), practical tools in the middle (like worksheets or templates), and strategic next steps at the end (like a free training or value ladder map).
Mistake #5: You only mention your lead magnet at the end of the book, after most readers have already stopped reading.
It’s easy to treat your lead magnet like an afterthought and tack it onto the last few pages.
But most readers never make it that far, which means they never even see your opt-in.
Here’s How To Fix It: Introduce your freebie in the introduction or first chapter, then mention it again at key points throughout the book.
Mistake #6: Your lead magnet doesn’t continue the conversation you started in your book, it feels disconnected or random.
I see this all the time. Authors don’t spend enough time thinking through their lead magnet strategy, so they throw something together at the last minute right before the book goes live.
Sometimes it’s a freebie that worked well for another offer or a previous launch, but it’s completely unrelated to the content of the book.
Here’s How To Fix It: Turn a specific idea, concept, or strategy from your book into a worksheet, cheat sheet, or bonus guide that deepens the transformation.
Mistake #7: You’re not promoting your lead magnet outside of your book.
You might think your lead magnet should only be shared inside your book with people who actually bought the book but that limits the reach of your content.
When you don’t promote it elsewhere, you miss out on dozens of other list-building opportunities and the opportunity to build an audience of both readers and non-readers.
Here’s How To Fix It: Follow the rule of 1/100; create once and promote it 100 times. Share your freebie on podcasts, social media, newsletters, your website, and anywhere else you show up online.
Mistake #8: You didn’t include a lead magnet in your book, so there’s no way for interested readers to join your email list.
Many authors focus so much on writing, editing, publishing and promoting the book that they forget that the primary purpose of the book is to build your list and prime readers for your next offer.
When you don’t include at least one lead magnet in your book you miss the opportunity to stay connected with your readers and serve them in deeper and more transformative ways.
Here’s How To Fix It: Add at least one valuable, action-driven freebie, like a checklist, toolkit, or bonus training inside your book that readers can access in exchange for their email.
Mistake #9: You’ve made it too hard to sign up for your lead magnet, too many fields, too many clicks.
Have you ever seen those long sign up pages that want to know everything about you, from your age to your industry and even the name of your dog (kidding) before they’ll let you download their lead magnet?
Every extra step creates friction and reduces sign-ups.
If you really want to know more about your readers ask them AFTER they sign up for your freebie not before they’ve trusted you with their information.
Here’s How To Fix It: Use a clean, mobile-friendly landing page that asks for just a name and email with one clear call to action.
Mistake #10: You’re not using a short, memorable URL, especially important for your print and audio readers.
Long, messy links are easy to forget and impossible to type correctly especially if someone is reading a print copy of your book or listening to the audio book on the go.
If readers can’t remember your opt-in, they won’t bother signing up.
Here’s How To Fix It: Create a branded, easy-to-remember URL like yourbook.com/bonus and share that with your readers and everywhere else your promote your lead magnet.
If you’re not sure what kind of lead magnets make the most sense for your book or how to place them strategically, I’d love to help.
I offer a Book To Profit Service where we look at your manuscript (or published book) and uncover the best lead magnets and digital products you could create from it.
Message me to find out more.
These are great tips! Thanks for insights. I love number 8. When I read non fiction books and they provide a lead magnet, I always sign up. It works.