There’s a myth out there that’s been hanging around like that last deviled egg at a potluck no one really wants…

That myth?

“The goal of a lead magnet is just to collect emails.”

Nope. Wrong. Try again.

If you’re a professional services provider, getting an email address isn’t the goal—it’s the starting point.

Your lead magnet should do more than build your list.

It should build trust.

It should filter out the tire-kickers.

It should position you as the obvious expert.

And it should lead directly to an appointment with a qualified prospect.

(Otherwise, congrats… you’re building a database of freebie seekers.)

Here’s the truth:

A lead magnet isn’t about collecting.

It’s about converting.

It’s the first domino in a well-designed system that leads someone from “Hmm, interesting” to “I need to speak with this person.”

And when it’s done, right?

You won’t just have more leads—you’ll have better ones.

The kind who show up to calls, respect your time, and are already pre-sold on your value.

Kick butt, make mucho DEEnero!

Dave “Breaking The Rules” Dee