Conventional lead magnets are transactional.

We will give you this PDF only if you give us your email id.

And then, people who sign up have –

  1. Low intent of buying from you
  2. Low trust in the brand
  3. Don’t believe what you believe.

The number of leads will obviously be very high. But the quality will be quite low.

But then there are a few marketers who intentionally make it harder for the subscribers to sign up for their email list. 

The opt-in form is not at the top of the page. In fact, it’s right at the bottom of the page… sometimes even on the next page. 

This gives the brand an opportunity –

  1. To repel people who are not relevant
  2. To build substantial trust with the people BEFORE they sign up
  3. To change the belief of the visitor

The number of leads will obviously be very low. The quality will be high.