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If you’re trying to grow your executive function coaching business but feel like you’re constantly chasing clients, you’re not alone.
Like I did, many coaches struggle for years, banging their head against the wall, not knowing there is a simple strategy that always works.
It's called setting up a lead magnet 🧲
A lead magnet is a simple tool or resource that provides value in exchange for an email address.
They help you build relationships, stay in touch, and convert interested people into paying clients.
Creating your first lead magnet is a concept I've taught hundreds of coaches in my certification course and they now bring in clients on autopilot.
Let me show you how 👇
Why You Need a Lead Magnet for Your Coaching Business
Most new EF coaches rely on word-of-mouth referrals to get clients.
And while referrals can be great, they aren’t predictable.
A lead magnet allows you to consistently attract potential clients without waiting for someone else to send them your way.
Done right, a lead magnet can:
Bring in potential clients while you sleep
Position you as an expert in executive function coaching
Build trust over time so clients feel ready to work with you
Increase the chances that a parent books a discovery call with you
A great lead magnet solves a problem for your ideal client, making them more likely to take action and reach out for further support.
Common Mistakes Coaches Make with Lead Magnets
Mistake 1: Offering value, but not collecting emails
You might already have a free resource on your website, but you're missing out on a key opportunity if visitors can download it without entering an email address.
If you don’t collect emails, you have no way to follow up with the people who are interested in your work.
A lead magnet should give something of value away while building a relationship with potential clients.
Mistake 2: The lead magnet is not aligned with the offer
Let’s say you offer executive function coaching, but your freebie is a worksheet on "10 Fun Classroom Activities for ADHD Students".
That might be helpful, but it attracts teachers, not parents or students who need coaching.
If your goal is to coach students, a more aligned lead magnet would be something like a Student Dashboard Template that helps parents track assignments.
And, if they struggle to implement it, they’ll naturally reach out to you for additional support.
Mistake 3: Collecting emails, but not following up
Having a list of emails is great, but if you never send anything to those people, your lead magnet is just a dead end 🪦
The purpose of collecting emails is to stay top of mind and build trust over time.
If someone downloads your lead magnet but doesn’t immediately book a session, that doesn’t mean they won’t later.
But if you never reach out again, they’ll forget you exist.
Step-by-Step Process to Create Your First Lead Magnet
Step 1: Identify a Problem Your Clients Have
Depending on who your ideal client is, what’s something parents or students struggle with when it comes to executive function?
A great place to start is missing assignments—this is a common pain point that I've noticed with parents who took my semester success blueprint course.
Think about a tool that could help solve that problem, like an Assignment Checklist or Student Dashboard Template.
Step 2: Create the Resource
You don’t need fancy software—just use Google Docs, Google Sheets, or Canva to make a simple but useful tool.
You can see examples of my lead magnets for parents and students on this page.
Keep it easy to use and relevant to the coaching services you offer.
Step 3: Set Up an Email Collection System
Use a tool like Mailerlite, Mailchimp, or ConvertKit to create a simple sign-up form.
When someone enters their email, they should automatically receive access to the resource. You can set this up as a simple automation that occurs when someone enters their email into your form and presses "submit".
If you don’t want to use email software, a Google Form that redirects to a Google Drive link can also work.
The key is that they must enter their email before getting the resource.
Step 4: Follow Up with Value
Now that you have their email, don’t disappear!
Set up an automated email sequence that follows up with them.
Your first email should welcome them and offer more value.
The second email could invite them to book a free discovery call with you to discuss how executive function coaching could support their needs.
The Bottom Line
If you want a steady flow of potential clients, you need a lead magnet.
Here’s how to create one:
Pick a problem your clients have and create a simple tool to help solve it.
Use Google Docs, Sheets, or Canva to make your resource.
Set up a way to collect emails before delivering the freebie (Mailerlite, Google Forms, etc.).
Follow up with value and invite them to book a discovery call.
A good lead magnet works long-term—bringing in new leads without you having to chase clients constantly.
Start small, make it valuable, and let it work for you.
Hope this helps! 🤙🏻
Want support in building your first lead magnet?
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You'll gain all the tools, templates, and techniques you'll need as a coach, plus you'll make new friends and have a community you can rely on to grow and learn. Learn more.
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About Me
Hey! I'm Sean 👋
I'm a former public school special education teacher who realized that executive function skills are more important than knowing when George Washington crossed the Potomac.
Since then, I've made it my mission to teach anyone who will listen about how to develop these key life skills.
In 2020, I founded Executive Function Specialists to ensure all students with ADHD and Autism have access to high-quality online executive function coaching services. We offer online EF coaching and courses to help students and families.
Realizing I could only reach so many people through coaching, in 2021 I started the Executive Function Coaching Academy which trains schools, educators, and individuals to learn the key strategies to improve executive function skills for students.
In 2023, I co-founded of UpSkill Specialists, to provide neurodivergent adults with high-quality executive function coaching services.
When not pursuing my passions through work, I love spending time with my family, getting exercise, and expanding my brain through reading. You can connect with me on LinkedIn.