Putting a price on your lead magnet has both it’s pros and cons.

If you are advertising to generate leads eg. Bing ads, Facebook ads then putting a price on your lead magnet can cover the cost of your advertising and you basically get a free email lead to start growing your list.

Also if your prospect thinks your lead magnet is such good value that they will pull out their credit card for it, then you have the opportunity to upsell them on a higher ticket offer. Once they have put their credit card details in once they are more likely to add to the cart.

But obviously giving away your lead magnet is the easiest to accomplish. If you are sourcing organic (free) traffic then giving away your lead magnet is a great way to start growing your list.