Definition
A free, specific piece of value, like a calculator, template, or custom report, offered in exchange for a prospect's attention, used to earn a reply before any pitch is made.
The ones that actually convert are narrow and immediately usable by the exact ICP they're built for, not broad awareness content repackaged as a PDF. A generic '10 tips' guide reads as marketing; a tool that solves one specific problem for one specific role reads as genuinely useful, which is the entire difference.
Where this comes from
Read: The Value Premium: Creating Magnetic Lead Magnets