Your lead magnet should come directly from your offering. Your full offering should contain a lot of “wins” for your customers throughout the lifetime of your relationship with them. Your lead magnet should be 1 of those wins. This demonstrates that the full offering is worth it because your cust...
There are excellent answers here already, my comment is to add to those: network amongst your clients, before your peers and competitors. Join the associations your clients join, attend the events your clients attend, learn through the same channels your clients use. This is how you will know wh...