When someone opts in for a lead magnet, something important just happened. They raised their hand. They gave you attention. They trusted you enough to say, “Sure, send it.” That’s not a small thing. And yet, this is where a shocking number of funnels quietly screw it up. The button doesn’t work. The link goes nowhere. The PDF never downloads. The course access email doesn’t fire. The video page looks terrible on mobile and you can't click the play button. And suddenly, your first promise is broken. ... A lead magnet isn’t “just free content.” It’s the first contract you make with a prospect. It's for first opportunity to do what you said you'd do. If that delivery fails.. even briefly.. it plants doubt right away. That subtle, dangerous thought: “Huh… that didn’t work.” And now everything downstream is harder. Because trust was damaged before money ever changed hands. The same thing applies to paid products. If someone buys a digital product and can’t immediately access what they paid for.. The group, the download, the portal, the community.. that’s not a tech issue. That’s a credibility issue. Most people check these delivery flows once. If they check them at all. Then weeks or months go by. Links change. Permissions break. Files move. Automations get edited. And the funnel keeps “working”.. while quietly leaking belief.. And building the wrong kind of reputation Best practice is boring, but non-negotiable: Click every deliverable button. Test every download. Confirm every access point. Do it regularly. Because this is the first promise you make. And if you can't get that right, nothing else matters. 🚀 - James

I'm sure all of us here have read Russell's books and have our minds blown. So I'm curious as to what book from any other author, broke your beliefs for the better when you read it?