It’s time for another week of events! Also, wishing the best for all the moms out there :)

Hey! Andres here,

Welcome to the networking desk! Happy Mother's Day! Hope all the moms reading have a great weekend and enjoy some family time :)

Here’s what we got this week:

• The brick exercise to build a lead magnet

• Interesting events in the community

Alright, let’s do this.

“Lean forward moment” of the week - 🧱 The Brick Exercise, building powerful lead magnets

Let me ask you this. How many uses does a brick have?

Please take 10 seconds to think of a few uses…

…

Now, did you consider: how big is the brick? The color? The material is made of?

Many times we only see our services as a solid, unchanging thing, which is not.

The beauty of business is you can change it to be any shape and solve any problem you can think of.

You just have to shape it that way.

In a conversation with a client, I was helping them figure out what to create as a lead magnet on their website, that could also be used for ads in the future.

They immediately said, “Oh, easy, I offer free consultations”

Ok, put yourself in the client’s shoes. I said. Would you really care about this free consultation? What do you think is going to happen?

“I don’t know… I’m going to be sold to?”

Yep. Exactly, and nobody wants that.

So, how do we get to a solid offer? Just like the brick example, we need to be able to apply divergent thinking

One thing I always ask clients to do before creating a lead magnet is to keep in mind the following:

“What is 1 thing that other businesses charge for that you could do for free, AND that it would reveal the need for your core offer”

Example, If I create a free brand guide, logo and content structure for a client, it will now reveal that they have a need to update their website as well. People would charge for branding, content, and other marketing material, but I am using it to reveal the need of my core offer.

Now you can test your lead magnet offers following these steps:

• Pick your “brick” (your core product, service, or skill), set a two‑minute timer

• Brainstorm every use, benefit, or angle you can imagine [no filtering] - I’d recommend starting by yourself and then giving some of your best ideas to an AI to help you brainstorm even more, even describing who your ideal client is.

• Cluster similar ideas into themes [for example, “time saver,” “budget booster,” “skill builder”]

• Highlight the most valuable or unique themes

• Turn each theme into a lead‑magnet concept [checklist, template, mini‑course, etc.], then test and refine

To test your ideas, share it with a few friends and even better: clients. Just by doing this, you can get a solid idea of what would be the most effective.

🖥️ Convert more website users into clients

🗓️ Now, the events…

⭐️ = Top picks this week

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Thank you for reading! Quick thing before I go:

1. If you are new or would like to read older posts, check out this page. There is a backlog of previous weeks of “The Networking Desk”

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See you next week.

- Andres Inciarte