What Are Lead Magnets?

"I just, I found out who the good people are and I learned from them," he says. "We have to have something that attracts people to our list other than who signed up for my newsletter because news flash, nobody wants to be on your newsletter." He explains how a lead magnet would be like an ebook you get in order to get on his mailing list. 'You don't have to write an ebook. Most people'd rather gouge their eyes out'