When is a lead magnet not a lead magnet? When it repels! A lead magnet is an item of value that you give away for free in exchange for some information about the person wanting that item – usually their email address. They get something of value, you get a new contact for your mailing lists and hopefully someone who is more receptive to your offerings (on the assumption they were interested in your item of value). The value item can be an e-book, a list of top tips, a how t