Lead Generation That Works: Offer a Free Tailored Guide Tailored to Their Industry

By Jenny Holly Hansen | WBN News | May 13, 2025

When it comes to generating leads, one strategy I’ve found consistently effective is offering something of value right up front—before asking for anything in return. And one of the best ways to do that? A free guide or checklist that’s laser-focused on your audience’s industry.

This isn’t about gimmicks. It’s about relevance. When you can speak directly to the real-world challenges your ideal clients face—and offer a clear, actionable tool to help—you immediately earn trust, attention, and credibility.

Why a Tailored Guide Works

We live in a world where inboxes are full and time is short. A generic pitch doesn’t cut it anymore. But when your offer feels specific and useful, people pause to look.

Here’s what makes a tailored guide or checklist such a powerful lead magnet:

• It shows you understand their business.
  By focusing on their industry, you're not just offering help—you're showing that you know their pain points and speak their language.
• It builds trust before the first call.
  Giving away useful information without expecting anything in return creates a sense of goodwill and professionalism. It sets the tone for a consultative, rather than transactional, relationship.
• It prequalifies your leads.
  The people who download or request your guide are already thinking about the problem you solve. That means they’re more likely to be a good fit for what you offer.

How to Share It

Once your guide is ready, use it as a conversation starter—not a sales pitch. Here’s how:

• Include it in outreach emails or LinkedIn messages
  “I put together a quick checklist that helps local businesses spot insurance blind spots before renewal. Would you like a copy?”
• Offer it in person during networking events
  “I’ve got a short guide for contractors on minimizing downtime-related claims—happy to send it your way.”
• Host it on your website or landing page
  A short form with name, email, and company is all you need. Make sure the page emphasizes what they’ll get out of the guide.

Final Thought

The best lead generation tools solve real problems. When you offer a guide or checklist tailored to your ideal client’s industry, you’re not just asking for attention—you’re earning it. You’re positioning yourself as a knowledgeable, approachable resource who’s ready to help.

And in my experience, that’s how the best business relationships begin.

Let’s Keep Talking:

Jenny is a business insurance broker with Waypoint Insurance. With 19 years experience, she will well versed in the technical aspects of business coverages.

She can be reached at 604-317-6755 or jholly-hansen@wbnn.news. Connect with Jenny on LinkedIn at https://www.linkedin.com/in/jenny-holly-hansen-365b691b/.  Connect with Jenny at BlueSky: https://bsky.app/profile/jennyhollyhansen.bsky.social

Let’s Meet Up:

Jenny Holly Hansen is a cohost with Chris Sturges of the Langley Impact Networking Group. You are welcome to join us on Thursday’s from 4pm to 6pm at: Sidebar Bar and Grill: 100b - 20018 83A Avenue, Langley, BC V2Y 3R4

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