Show the contents
A chapter list converts better than a description.
A guide download page built to earn the email address.

The Playbook trades something genuinely valuable for contact details. The page has to prove the value before the form, so it shows the chapter list, the page count, and a sample rather than describing the guide in adjectives.
The explicit no-sales-call promise handles the real objection: what happens after I give you my email.
Content-led lead generation. The guide qualifies the reader — people who download it have the problem the product solves.
A chapter list converts better than a description.
Real numbers, including failures, make it credible.
'No sales call' removes the unspoken fear.