A lead magnet shouldn't just be something you put on your website to appear helpful or generous. It should be one of the most strategic tools in your entire sales system, and when it's working properly, it does three very specific jobs at once: It attracts the right person. It gives them a quick win. And It leads them naturally towards your paid offer.

A well-written nurture sequence does something really valuable: it keeps you in front of your leads consistently, without you having to show up manually every single day.

It's not until you work in the world of sales funnels or other marketing activities, you realise that the word funnel isn't a universally understood term.