What Top LinkedIn Lead Magnets Have in Common
I’ve been asking myself: what makes a really strong LinkedIn lead magnet, especially the classic “comment for X / comment for content” style?
To answer that, I broke down three standout examples and looked for the shared patterns and practical lessons.
The Three Posts I Analyzed
Niels Klement: A post reverse-engineering Alex Hermosi’s launch funnel, claiming it likely netted 105 million in a single launch and opening with: “I spent the last three days reverse engineering…”
Ivan Falco: “Creator-led ABM is here and it’s the biggest B2B shift since demand gen came to LinkedIn.”
What They All Nail
Powerful hooks in the first 1–2 lines
“105 million in a single launch.” “Most LinkedIn Ads fail…” “Creator-led ABM is here…”
These are true pattern interrupts that spark curiosity immediately.Concrete, tangible proof
Big, specific outcomes build trust and authority. For example: “over eight million in pipeline in six months + one million in closed revenue.”A clear “What’s inside” block
Each post spells out exactly what you’ll get—often in 4 concise bullets. This sets expectations and reduces friction to request the asset.Authority, timing, and social proof
Nils already has strong authority through consistently valuable, insight-rich posts and seized the timing around Alex Hermosi’s new book/funnel by breaking it down immediately.
Philipp shows he’s done this repeatedly and draws from real ad spend and client projects.
Ivan backs claims with pipeline and revenue numbers.
Bottom line: it’s not just talk—there’s evidence and experience on display.
One unmistakable call-to-action
All three use a direct CTA like: “Comment [keyword] and I’ll send it to you.”
When used as ads, that CTA can be swapped for a clean link (Philipp did this; Nils did similarly by removing the comment CTA at the end).Readable, scannable formatting
Nils’s post is especially clean and easy to consume.
Philipp’s formatting is less ideal but still works thanks to sensible chunking (short paragraphs, emojis, labeled parts).
Ivan uses dashes to create space and clarity.
The common thread: short sections, clear structure, quick to digest.
Copy Principles You Can Reuse
Value-first: Pack in real, specific value.
Outcome > features: Lead with results, not just benefits.
Narrative framing: “I reverse-engineered…,” “I saw X, so I did Y…”
Implicit exclusivity: It feels like you’re getting something special.
Tactical clarity: The reader instantly knows what they’ll get.
Simple language: Easy to read—no fluff.
Results and Takeaway
Nils’s post alone generated 2,200+ comments, which says a lot about how well the structure, proof, and timing came together.
If you’re ready to build a similar lead magnet, orient around these points: sharp hook, tangible outcomes, a crisp “what’s inside,” strong proof/authority, one clear CTA, and scannable formatting—with value leading the way.
P.S. One thing that Niels and Philip do that I don’t see very often, but which is very powerful → They reinforce their offer (video/OS) with additional add-ons (funnel/Canva templates) that match the main offer.
P. P. S. I’ve put together a list of 190+ hooks - it’s super helpful if you want to get started with LinkedIn or if you want to level up your content creation game. You can get it for free here.
Cheers!
