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T&C 2020: The Share Magnet: Virally Grow Your Email List and Cut Your Lead Cost in Half

by Christina Hooper.
Last Updated on May 8, 2022

This article is part of a series breaking down the top takeaways from the key speakers at T&C 2020.

What Was This Session All About?

Have you thought about starting a newsletter or offering a digital product but aren’t sure where to start? Russ Henneberry may be able to help. 

Russ dives into how his business manages their newsletter, The CLIKK, and discusses share magnets, which is a tool you never thought you would need. 

Continue reading to learn how this information can help your business.


Who is Russ Henneberry?

  • Founder of the CLIKK
  • He has trained thousands of marketers with his programs
  • Co-Wrote Digital Marketing for Dummies with Ryan Deiss

What We Learned

Good marketers don’t just hope for things; they go out and intentionally engineer things to happen. So let’s engineer some viral sharing. 

Email is more critical than ever.

4 Components

1. Share Magnet

If we want people to do something, we need to create an incentive. So that’s what the share magnet is. 

2. The CLIKK Master Toolbox

Their diverse collection of digital marketing tools. 

3. Referral Marketing Software

The CLIKK uses UpViral, and it keeps track of how many referred subscribers someone has. 

4. Existing Subscribers

You can go into The CLIKK’s program and get subscribers. 

You can review their scorecard at theclikk.com/scorecard, and use it to aid your business in getting subscribers. But, first, look at the subscribers’ card. 

The Mechanics of a Share Magnet Campaign

On the information page for the mastermind, you have a share option. This share option leads to a page for them to subscribe to The CLIKK and get access to the Master Toolbox. Once they’ve subscribed, your email goes out, and then it tells them what to do. 

So, people opt in to earn The Master Toolbox, and they refer others. So, when they opt-in, they get a point. 

The key is having something that they want. If you don’t have something they want, then you won’t get a response. 

Fraud is not something seen often, so you usually don’t need to worry about it. 

Share Magnets 


They are different tools you can use for different things. 

  • The Free Report 
  • The White Paper
  • Cheat Sheets
  • The Mind Map
  • The Template
  • The Swipe File
  • The Tool

Characteristics of Good Share Magnets

  • Speed
  • Ease
  • Specificity 
  • Completeness

Titling the Share Magnet

You need to take some time to title it appropriately because you’re selling a “black box” to people. They don’t know what is inside, so you need to tell them. A share magnet is information, so you can’t just try it out.

It should feel like the share magnet is a physical thing, so consider that when titling it. Turn it into a product. “Free budget spreadsheet,” for example, feels like a physical thing. Use words like kit, guide, tool, etc. 

Subtitle the Share Magnet

Make your subtitle promise-based. It’s similar to how you title a book. However, your subtitle is much more informational and product-based. Tell your customer what the “title” does. 


The “Benefit” Angle: 

Get instant access to the “lead magnet type” to get the “desired result.” 

The “New” Angle

Tell them why it matters now since it is new. Grab this “lead magnet type” to get “desired result” on “date. 

The “Threat” Angle”

If you don’t get this product, you are risking something terrible. 

The Piggyback Angle

Piggyback off a world-class brand or public figures, such as a health expert or doctor. 

What Do You Think?

If you watched this presentation or are familiar with Russ’s work or even his book, I want to know what you think. Leave a comment below.

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