Something of real value offered in exchange for a person's contact details, such as a guide, checklist, template, calculator or free consultation. It is the reason someone joins your list.
Example
Meera offers a free 'Office capsule wardrobe: 10 pieces, 30 looks' PDF to anyone who sends her a WhatsApp message. 300 people ask for it in a month, and she can now message them about new arrivals.
How you'll hear it
“Nobody will give a number for a 10% coupon; we need a better lead magnet.”
Don't confuse it with
- Gated content: gating is the mechanism; the lead magnet is what sits behind it.
- Discount offer: a discount is a price cut; a lead magnet offers useful content or help.
In India: WhatsApp is a common lead-magnet channel in India; opt-in is required before a business sends marketing messages there, under WhatsApp Business policy and the DPDP Act, 2023.