Leads Not Converting

What would you tell somebody who has a lead magnet in place, they've got their website up, they've got their splash pages, all that stuff. But the leads they're getting aren't converting into sales. That could be a couple of things going on. One, is how are you qualifying them? Because here's the thing with lead magnets, and people don't really think about this. When you have a lead magnet out there, you should be selling the lead magnet just like you are selling your signature offer. You're going to be selling it to the same people.
You're going to be speaking the same language that you would be speaking about your offer. When you're talking about your lead magnet, you're going to sell the lead magnet. So are you doing that? And are you talking to the same people, when you put your lead magnet out to the world as you are when you're trying to sell your offer? That's the first thing that I would look at.
Can I clarify something there? When you say sell the lead magnet, are you meaning promote it or are you meaning a price on it? No, promoting it.