If you promise to send me something interesting in exchange for my email address then it’s a good idea to make sure your system for delivering that works first.

Especially so if you don’t send the PDF to me. ^* Then you send out a tweet days a few days later trying to entice more people to download this. By now “over 2000” people have requested this report and I wouldn’t want to miss out, would I?

(Yes, many of us have read Robert Cialdini’s “Influence" too.)

Who knows, maybe there are “over 2000” other disappointed people out there.

Testing your system to make sure that it worked would have taken five minutes of your time at most. And it probably wouldn’t have taken much time to fix either.

Broken lead magnets are more common than you might think. If you're using one to attract and engage then it's worth checking now and then to make sure that it's still working.

Small things like testing your delivery system are easily forgotten and have a disproportionately large impact. One way or the other.

^{* Yes, I did check my spam folder and I made sure that I typed my email address correctly.}