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Do you understand the true purpose of a lead magnet? You might think the purpose is simply to collect email addresses, but that would be a very short-sighted perspective. After all, what’s the value of an email address? Based on expense, a typical email subscriber costs no more than $1-2 to acquire. But we both know that cost isn’t the best metric for value. Rather, the real value of a subscriber is in their ability to become a customer and ultimately, in the lifetime value of that customer to the business. And what does this tell us about lead magnets?

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