Lead magnet
A lead magnet is something useful offered free in exchange for a person's contact details, such as a checklist, a short audit, a calculator result or a guide. It helps a business meet people who are interested but not ready to buy yet.
In practice
What it means when you are the one making the decision.
A good lead magnet solves a small, specific problem quickly and relates directly to what the business sells. A short checklist or a diagnostic is usually better than a long ebook nobody finishes. It should also make it clear how contact details will be used, with consent recorded.
Follow-up matters. A magnet that collects emails but is followed by silence wastes the effort. A short, useful reply with a clear next step turns a download into a conversation.
Example
A brand consultancy offers a two-minute brand health check that shows a score and three fixes, and invites people to receive the full checklist by email.
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We reply within four working hours, from a person.