Lead magnet
In short
A lead magnet is a free, genuinely useful piece of material — a checklist, a template, a consultation — that a subscriber receives in exchange for a contact or a subscription.
A lead magnet is free value handed over in exchange for an action: subscribing to the channel, leaving an e-mail or sending a message. Examples: a "30 post ideas" checklist, a content plan template, a free first lesson.
A good lead magnet solves one narrow problem in five to fifteen minutes of the reader's time and leads naturally to the paid product. In a channel it works well pinned to the top: "subscribe and send the code word and I will send the checklist". That turns a channel from a shop window into a contact collector.
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This term is also available in Russian.