I have a lead magnet in PDF format, and I want the customer to "book a consultation" next. Should I put links and call to action buttons in the PDF document to send readers to the booking form?

NEIL: Start off A/B testing the phrase "get instant access" as it tends to do well. You can also ask a question such as "Do you want more traffic?" and if they click yes, then it goes to a page where they book a consultation, and if they say no then it goes to a page saying congrats on having traffic, let's now focus on improving your conversions (and have them book a consultation). Now, of course, you will have to adjust the text and the concept to whatever industry/niche you are in.

Another Take: You should include the CTA "strategically" throughout your lead magnet.  Be subtle and not direct. Not sure what industry you are in or niche or the kind of sales process you have right now but somewhere if it makes sense add a booking page in your funnel with a thank you video telling them to book a no-obligation free consult with you (Worth $XXX). 

Also, an effective lead magnet CTA from Frank Kern: After you walk them through the "solution" section of your report, ask: "Imagine if you actually went and did all this stuff. What would your [life/relationship/business/etc] look like? Do you want to find out?" then make your compelling offer. Simple. Elegant. Extremely effective.

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