Lead Magnet
1 min read · Reviewed 17 Oct 2026
In short
The free thing someone gets in exchange for their contact details.
In plain English
A guide, checklist, template, discount or short course given away in return for an email address. The point is not the giveaway itself but who it attracts.
A good lead magnet leads naturally to what you sell. A popular one that attracts people who will never buy is worse than none.
A real example
An accountant offering a "Year-End Checklist for Sole Traders" attracts sole traders. The same accountant offering a £50 voucher attracts people who want £50.
Why it matters
AI makes it trivial to produce a passable guide, which means the differentiator is no longer the artefact — it is whether you chose the right one. That decision needs your knowledge of who actually buys from you.
