Getting people to join your email list can be tough. Even though giving away an email address isn’t a huge deal, most folks still want something in return.
That’s where lead magnets come in.
A lead magnet is something you offer for free—usually instantly—in exchange for someone’s email address. It’s more than just promising to “keep readers updated.” That might work for hardcore fans, but strangers need more incentive. If they don’t know, like, or trust you yet, you’ve got to give them a reason to join your list.
So, let’s talk about lead magnet ideas for all types of authors, whether they write fiction, non-fiction, or something in between.
1. The First Chapter of a Book
Give readers a sneak peek. One solid chapter can hook them. And if they’re interested, they’ll want the rest.
Just make sure to include a link at the end to buy the full book. This simple tactic works well for both fiction and non-fiction authors and is often the easiest place to start.
2. A Cheat Sheet
Think of this as a quick-reference guide tied to your work.
For fiction writers, it could be a character map, glossary of terms, or artwork that brings your story to life. For non-fiction, it might be a checklist, summary, worksheet, or quick-start guide related to your book’s topic.
This is one of the most flexible lead magnet ideas for authors—you can get creative and tailor it to your audience.
3. A How-To Guide
Everyone loves a helpful guide. For non-fiction, it’s an easy win. Offer a few pages of expert advice on a topic related to your book.
Fiction writers can think thematically. Got a novel about a baker? Share recipes. Writing a story about a wilderness survivalist? Teach a basic skill from the book. It doesn’t need to be long—just useful and tied to your content.
4. Book Bonuses
Use your book to drive people to your email list.
At the end (or even earlier on), offer exclusive extras. Maybe it’s deleted scenes, an alternate ending, or a behind-the-scenes look at your writing process. For non-fiction, it could be bonus interviews, audio content, or extended research notes.
As one real-world example, I once produced a devotional book for creatives, written by another author, and as a bonus, it featured a link to a collection of audio recordings of young Christian creatives talking about how faith impacts their creativity. Each week had QR code to access those.
This method works very well when you already have readers who want more from you.
5. A Short Story
If you write fiction, this is one of the easiest lead magnet ideas for authors starting out. You don’t even have to have any books published to give away a free short story!
A good short story introduces your style, tone, and voice. Set it in your main universe, or don’t—just make it compelling. Hook readers here, and they’ll want more.
6. Quiz
Though a bit more complicated to build out, interactive content grabs attention where they get their result by entering an email address can be a fun way to collect emails. Think of Buzzfeed quizzes but apply them to your books or subject matter. Have quizzes like: “Which character are you?” or “What’s your spiritual gift?” or “Which parenting style are you?”
If someone takes the time to go through your quiz, then they clearly the right person for your community and are interested in the subject matter. This is a fun, personal way to get the right people on your list.
7. Virtual Hangout
Offer access to you. This could be a live Q&A, a Zoom meet-up, or entry into a private Facebook group where fans can interact with you and each other. It might help if you already have some fans, but still, this is a relatively easy way to gather emails and build strong connections.
Just be cautious—your time is limited. This might not be scalable if your list grows fast.
8. A Contest
People love giveaways. Offer a free signed book, custom merch, or themed prizes. Just make sure it’s relevant to your writing, so you attract the right people and can later turn subscribers into sales.
You can even team up with other authors for bundle giveaways, especially if you write in the same genre. A rising tide lifts all boats!
9. Mini-Course or Email Series
Break down a topic into simple steps or lessons, delivered over email, over a certain period of time. These can be text-based or short videos.
For non-fiction, you may offer actionable strategies, devotionals, or a subject deep dive. For fiction, consider a world-building backstory, character deep dives, or serialized short fiction.
This is one of the strongest lead magnet ideas for authors looking to establish ongoing value over time and position themselves as the experts.
10. Discounts and Offers
Everyone loves a deal. Offer a coupon code for your book, merch, or even an audiobook version. It doesn’t have to be huge. Just make it exclusive to your email subscribers.
You can also add a time frame to redeem the coupon which both encourages sign-ups and drives immediate sales.
11. Case Studies or Success Stories
Authors can also dangle case studies, success stories, and client interviews as compelling tools to entice people to join their email list. By showcasing real-life examples of individuals who have benefited from their books or expertise, authors can create a sense of credibility and trustworthiness.
Your case studies should be tangible evidence of the value the author provides. This works best if you have data or personal stories to back it up/ Ideally, make a true but attractive claim like “How I Helped a Reader Memorize a Book of the Bible in a Week” or “How This Pastor Doubled Attendance in Six Months Using My Framework.”
12. A Whole Book
This one is bold—but it works. To get people on an email list, offer an entire book for free, especially if it’s the first in a series, a prequel/stand-alone, or a foundational research in your subject matter. The goal is to hook readers into your world so they buy more.
In Summary
Email is still your best tool to build long-term relationships with your readers. And the best way to grow that list? Offer something valuable up front.
These lead magnet ideas for authors are proven to work, and many don’t take much effort to create. Just pick one, test it out, and adjust as you go.
Which one are you going to try first?
Let me know in the comments—or better yet, tell me what you offer as a lead magnet that isn’t mentioned on this list.
Jake Doberenz is a writer, teacher, minister, and creative thinker from Oklahoma City, OK. He is the Founder and President of Theophany Media. Additionally, he ministers at the Mayfair Church of Christ and teaches middle school debate at The Academy of Classical Christian Studies in Oklahoma City. Jake is almost done with his Master of Theological Studies at Oklahoma Christian University, the same place he recieved an undergraduate degree in Biblical Studies with a minor in Communication Studies.