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Example Interest Rates: Home Loan Variable: 5.20% (5.24%*) • Home Loan Fixed: 5.48% (6.24%*) • Fixed: 5.48% (6.24%*) • Variable: 5.20% (5.24%*) • Investment IO: 5.74% (6.40%*) • Investment PI: 5.49% (6.32%*)

Lead Magnets

The term 'Lead Magnet' has earned its place in marketing vernacular despite being a little objectionable. The phrase is derived from 'Link Magnet', which is itself derivative of 'linkbait' (a damaging SEO/conversion practice still widely used today, and commonly associated with 'clickbait'). While the premise of a lead magnet is honourable, its online ancestry dates back to the long-form salesy squeeze page (the offensive version of a landing page) often associated with deception and deceit.

The old squeeze page was designed to squeeze contact details or a sale at any cost (now taking shape in the form of a deceptive quiz). The landing page was full of fake testimonials, inflated worth, and false promises. The squeeze page gave birth to a new wave of "digital marketer" that were in it to make money at the expense of their soul. They'd push 'magic potions' that had no value whatsoever, and they attached an arbitrary price to a product that promised "secrets" and opportunity " none of course which was real. The dodgy download resulted in the download of a product that was nothing more than a few pages of garbage that could have been found with a simple Google search. These charlatans dragged the legitimate digital marketing industry into a realm of disrepute akin to used-car salespeople. In the finance space, legitimate marketers and the charlatans posing as "Facebook Marketers" are diametrically opposed, with the latter group usually selling the methodology that you'll find us routinely criticise.

In the real world of digital the only means of providing real value is by providing real solutions to everyday problems, and the lead magnet is intended to take a user part way to finding pain relief for the problem that drew them to you. A phone call with you takes them the rest of the way.

While the old Squeeze Page might have intentionally overpromised and grossly under delivered, the landing page (and associated lead magnet) is a means to slightly under promise and then overwhelm. It's an opportunity to set yourself apart from your competition and clearly identify you as the business of choice.

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