Day 21: The Lead Magnet Launch
A high-trust lead magnet paired with a smart rollout helped Erica grow her list and set the tone for a loyal, high-converting audience.
Welcome to Day 21 of the 30 Days of Growth. This is a pop-up newsletter put together by Chenell from Growth In Reverse. I've pulled 30 creators together to help give one short, actionable way you can either grow or improve your email list.
Erica Schneider is one of the clearest, most thoughtful voices on editing online. She’s a seasoned editor (she’s edited over 3,000,000 words) and is known for helping writers sharpen their work with clarity and precision.
So when she launched her first lead magnet, the Editing Library, it wasn’t just another freebie.
It was a clear, practical showcase of her expertise. And it worked.
But there were also a few subtle things she did to make it spread even farther.
🔍 How Erica Does It
The Editing Library featured 62 real editing examples. For each one, Erica showed:
The original sentence
Her improved version
Why she made the change
The editing principle behind it (like redundancy, filler, or clarity)
It gave writers an inside look at how a professional editor makes decisions—and immediately demonstrated her credibility.
Here’s how she launched it:
Teased the resource ahead of time on LinkedIn and to her email list.
When it was ready, she announced the release with excitement and the direct link to grab it – no forcing people to comment.
Posted across channels about what it included and who it was for
Followed up with urgency a few days later, letting people know she’d be putting it behind a paywall soon
The result? The Editing Library drove 700 new subscribers.
Erica’s thoughtful positioning, paired with the weight of her reputation, made it an easy “yes” for writers looking to level up.
📊 Results
765 subscribers in one day from the Editing Library launch
Many of her paid course buyers originally joined through this lead magnet
Helped develop a base of repeat buyers and super-consumers
🧠 Why It Works
Expert credibility: Erica’s known for editing, and this lead magnet was a direct expression of that
Specific and useful: Not generic tips – real edits, real reasoning, to help people learn more effective edits
Multi-channel rollout: Email + LinkedIn + a time-sensitive window
Urgency built naturally: Letting people know it wouldn’t stay free forever increased conversion
💡 How You Can Implement It
Lead with what you’re known for. Choose a topic or resource that highlights your core skill. Focus on what your audience already trusts you to deliver.
Use real examples. People learn best through concrete breakdowns. If you’re in writing, design, or strategy, show before-and-afters or case studies with context.
Build anticipation before you launch. Let people know something is coming. Even a short teaser on LinkedIn or via email can warm up your audience and increase interest.
Share it where you have trust. Announce the release on platforms where people already engage with your work. Erica focused on her email list and LinkedIn, where she was already active and respected.
💡 If you’re enjoying this series, would you mind taking a second to let me know? 🙂
🛠️ Tools
Google Docs or Notion for hosting the lead magnet
Kit, Beehiiv, or Substack for delivery and email capture
Lead magnets work best when they’re rooted in your zone of genius.
Erica didn’t chase trends – she gave away the kind of editing insight most people wish they had access to. That’s what made it spread.
You know how I always talk about insanely valuable content? That’s exactly what made this spread.
See you tomorrow,
Chenell
P.S. Check out Erica’s newsletter to get even more amazing editing and content creation tips.
Want to Win Some Prizes?
In case you didn’t know, this is what’s up for grabs in the giveaway:
5 annual licenses to Senja
5 annual licenses to RightMessage
5 annual licenses to Tella
Justin Moore’s Brand Deal Wizard course has been added for 2 lucky winners
Custom newsletter audits
And more to be announced soon! 👀
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