The Lead Magnet: Small Business Docuseries

In this kickoff episode, Greg and Cam set the stage for the project: The problem we're setting out to solve - and why we're building this lead magnet, who it’s meant to attract, and how it supports the larger goal of finding the right audience for the Fundamentals of Business Automation course. We also break down what a lead magnet is — both literally and strategically — and why it matters now more than ever.

Let’s get creative. In episode two, Greg walks through the early-stage brainstorming process — starting with content and audience clarity, then leaning on ChatGPT for a few first drafts. We explore how to humanize AI-generated content, shape it into a branded PDF visually using Google Slides. Plus, we float the idea of layering in a mini course that supplements the downloadable ebook.

A lead magnet doesn’t help anyone if it’s hard to access. This episode is all about making the technical system work. Greg covers how we built the landing page (with a little help from AI again), set up the delivery and follow-up automation, and tested the entire flow. We also run a soft launch to make sure it’s solid before sending real traffic its way.

Now that the lead magnet is built, how do we get eyes on it? Cam and Paul talk strategy: Who are we targeting? What platforms make sense? How do we approach messaging and creative? This episode breaks down the thinking behind our ad plan, how we set a budget, and what decisions we made before pressing go.

The ads are live — so what’s working? In episode five, Cam and Paul regroup to evaluate performance: how many leads have we generated, what does the data tell us, and what ad messages are resonating? We take a look at reach, spend, and conversion, and decide which ads to keep, cut, or tweak.

Time to zoom out. In this episode, Greg and Cam sit down to reflect on the project as a whole — what worked, what surprised us, and what we might do differently next time. Whether you’re building your first lead magnet or revisiting an existing one, there’s value in pausing to learn from the experience.

Just because the series is wrapping up doesn’t mean the work is done. In the final episode, Greg and Cam explore what could come next — from creating additional lead magnets, to optimizing conversion paths, to scaling up the ad budget. We also talk about how this campaign fits into a broader marketing ecosystem — and what you can take away for your own business.