If you’ve got a form on your site that simply says “Subscribe for updates” or “Join my newsletter”… it’s time for a rethink.
This is one of the most common missteps I see from coaches, creators, and service providers trying to grow an email list.
The intention is good—build a list, stay in touch, turn subscribers into clients.
But here’s the problem: most people don’t want a newsletter.
The Harsh Truth About Email Fatigue
Your audience is already overwhelmed by emails. Their inboxes are bursting with unread promotions, notifications, and half-hearted updates from brands they barely remember signing up for.
So when you offer “weekly tips” or “latest news,” it doesn’t sound exciting—it sounds like more clutter.
That’s why vague offers like “sign up to stay in the loop” usually fall flat.
They don’t give people a compelling reason to hand over their email address. And without a clear benefit, they scroll right past.
What to Offer Instead: A Simple, Valuable Lead Magnet
If you want more people to join your list, you need to offer something worth signing up for.
That’s where lead magnets come in.
A lead magnet is a small, targeted freebie—something helpful, practical, and easy to deliver. It might be a checklist, a short video training, a free template, or a mini email course.
The idea is simple:
“Give me your email, and I’ll send you something useful right now.”
That’s a trade people understand. And if the lead magnet genuinely helps them solve a small but real problem, they’ll happily opt in—and start building trust with your brand.
Do Some People Skip Lead Magnets?
Yes. Some well-known influencers don’t use lead magnets at all. They just promote their newsletter directly—“Join my weekly emails”—and people sign up because they already know and trust the person behind it.
And that can work… if you already have a large, loyal audience who sees your name and clicks instantly.
But if you’re still growing? If your goal is to turn cold visitors into warm leads?
Then you need to offer something a little stronger than “more emails.”
Lead Magnets: The Best Way to Grow When You’re Starting Out
If you’re building your email list from scratch—or even trying to revive a list that’s gone cold—a high-value lead magnet can make all the difference.
It doesn’t have to be complicated. But it does have to be relevant to your ideal client and deliver something useful straight away.
Once someone signs up for your lead magnet, that’s when your newsletter starts to matter. They’ve experienced value up front, so they’re more likely to stick around, open your emails, and eventually become a customer.
Bottom Line?
If you’re relying on a “sign up for updates” form to grow your list, you’re asking too much and offering too little. A targeted lead magnet flips the script—and gives people a real reason to hit subscribe.