Many “lead magnets” fail to lead to high-quality email subscribers. How do you grab the attention of potential customers who are bombarded by “freebies” from every corner of the internet?

Make it about them (not you), and make it fun! Owl Hollow Press, an independent publisher, asked me to create a lead magnet quiz for their business after seeing the “What’s Your Ancient Archetype?” quiz I created for the author brand A.D. Rhine. Personality-based quizzes can be an effective way to grow your audience—so long as the quiz content directly relates to the product you hope to sell.

Through seamless CRM integration and playful copy that reflected each brand’s voice, these quizzes captured email addresses of ideal customers, turning a boring “sign up for my newsletter” offer into a no-brainer start to a personalized email relationship.