--- name: lead-magnet description: "Creates lead magnet content (checklists, cheat sheets, mini-guides, templates) plus the landing page copy to promote it, including headline, benefit bullets, CTA, and objection handling. Use when a user wants to grow their email list, needs a free downloadable resource, or wants to create an opt-in incentive for their audience." allowed-tools: Read Write Glob metadata: author: AI Black Magic version: "1.0" --- # Lead Magnet ## When to Use This Skill Use this skill when you need to: - Create a free downloadable resource to grow an email list (checklist, cheat sheet, guide, template, swipe file) - Write the landing page copy that convinces someone to opt in for that resource - Build a complete lead-magnet-plus-landing-page package from a single topic or pain point - Replace a generic "subscribe to my newsletter" with a specific, high-value opt-in incentive **DO NOT** use this skill for full-length ebooks, paid products, course content, or sales pages for paid offers. This is for free, short-form lead magnets (1-3 pages) and the opt-in page that promotes them. --- ## Core Principle EVERY LEAD MAGNET MUST SOLVE ONE SPECIFIC PROBLEM SO CLEARLY THAT THE READER THINKS "IF THE FREE STUFF IS THIS GOOD, THE PAID STUFF MUST BE INCREDIBLE." --- ## Lead Magnet Type Reference Choose one type. Each has different strengths depending on the audience and topic. | Type | Best For | Creation Speed | Perceived Value | Length | |------|----------|---------------|-----------------|--------| | **Checklist** | Step-by-step processes, launch sequences, routines | Fastest | Medium | 1 page | | **Cheat Sheet** | Reference material, formulas, shortcuts, quick-look guides | Fast | Highest | 1-2 pages | | **Mini-Guide** | Teaching a framework, explaining a method, building authority | Medium | High (authority) | 2-3 pages | | **Template** | Fill-in-the-blank documents, scripts, frameworks | Fast | Highest (practical) | 1-2 pages | | **Swipe File** | Proven examples to model (emails, headlines, CTAs, ad copy) | Medium | High | 2-3 pages | **Default recommendation:** If the user is unsure, recommend a **checklist** for action-oriented topics or a **cheat sheet** for reference-oriented topics. These two have the best effort-to-conversion ratio. --- ## Phase 1: Strategy Gather four pieces of information before writing anything. No strategy, no lead magnet. ### The Four Strategy Questions 1. **Topic and audience pain point** — What specific problem does this solve, and for whom? 2. **Lead magnet type** — Checklist, cheat sheet, mini-guide, template, or swipe file? 3. **Desired action after download** — What should the reader do next? (book a call, buy a product, join a community, reply to an email, start a trial) 4. **Voice and brand tone** — Professional, casual, bold, friendly, data-driven? ### Strategy Brief Template Present this to the user before proceeding: ``` ## Lead Magnet Strategy Brief **Topic:** [specific problem being solved] **Target audience:** [who this is for] **Pain point:** [the frustration or gap this addresses] **Lead magnet type:** [checklist / cheat sheet / mini-guide / template / swipe file] **Title (working):** [benefit-driven title] **Desired next action:** [what you want them to do after reading] **Tone:** [professional / casual / bold / friendly / data-driven] ``` **Example — Content Creator:** ``` ## Lead Magnet Strategy Brief **Topic:** Content repurposing workflow **Target audience:** Solo content creators publishing on 2+ platforms **Pain point:** Spending 10+ hours/week creating content from scratch for every platform **Lead magnet type:** Checklist **Title (working):** The Ultimate Content Repurposing Checklist **Desired next action:** Join the weekly Content Systems newsletter **Tone:** Casual, action-oriented ``` **Example — Freelancer:** ``` ## Lead Magnet Strategy Brief **Topic:** Client onboarding process **Target audience:** Freelancers and small agency owners onboarding 2-5 new clients/month **Pain point:** Onboarding takes too long, clients feel confused, scope creep starts on day one **Lead magnet type:** Cheat sheet **Title (working):** The Client Onboarding Cheat Sheet **Desired next action:** Book a free onboarding audit call **Tone:** Professional, direct ``` **GATE: Do not proceed to Phase 2 until the user confirms or adjusts the strategy brief.** --- ## Phase 2: Create the Lead Magnet Content Write the actual downloadable resource. This is the content the reader receives after opting in. ### Content Rules - **1-3 pages maximum.** If it takes longer than 10 minutes to consume, it is too long. - **One problem, one solution.** Do not cover three topics. Solve one thing completely. - **Action-first language.** Every item starts with a verb (Write, Send, Check, Remove, Set up). - **No filler paragraphs.** Every sentence must teach, instruct, or provide a reference. - **Include a "quick win"** in the first 3 items — something the reader can do in under 5 minutes and see immediate results. ### Structure by Type Every type follows the same skeleton: Title, "Who This Is For" (one sentence), the core content, and "What to Do Next" (desired action). The core content varies: | Type | Core Content Structure | Key Feature | |------|----------------------|-------------| | **Checklist** | 3-7 named steps, each with 3-5 checkbox items (15-25 total) + Quick Reference table | Checkbox items start with action verbs | | **Cheat Sheet** | Quick Reference Table (5-15 rows: Category / What to Do / Example) + 3-7 Rules + Common Mistakes | Scannable table is the centerpiece | | **Mini-Guide** | Named framework with 3 parts (2-3 paragraphs each) + Real-World Example walkthrough | Framework gets a memorable label | | **Template** | Usage instructions (3-5 bullets) + blank template with labeled fields + filled-in example | Filled example shows what "done" looks like | | **Swipe File** | Usage instructions + 3-5 categories, each with 2-4 examples and "Why it works" notes | Always add "adapt to your voice, never copy verbatim" | ### Example Lead Magnet Content — "The Ultimate Content Repurposing Checklist" ``` # The Ultimate Content Repurposing Checklist ## Who This Is For Solo content creators who publish on 2+ platforms and want to stop writing everything from scratch every single week. ## The Checklist ### Step 1: Pick Your Source Piece - [ ] Choose your best-performing content from the last 30 days (highest engagement, most saves, most replies) - [ ] Confirm the core idea can be explained in one sentence - [ ] Identify at least 3 supporting points, stats, or examples in the piece ### Step 2: Extract the Building Blocks - [ ] Write down the ONE big takeaway in a single sentence - [ ] Pull out 3-5 standalone quotes or bold claims - [ ] List every specific tip, step, or tactic mentioned - [ ] Note any stories, anecdotes, or case studies ### Step 3: Repurpose to Each Platform - [ ] Twitter/X: Turn the big takeaway into a hook tweet, supporting points into a thread (5-8 tweets) - [ ] LinkedIn: Write a 150-250 word post opening with a counterintuitive hook, ending with a question - [ ] Instagram: Pull the boldest quote for a carousel cover, use tips as carousel slides (5-7 slides) - [ ] Email: Write a personal intro (2 sentences), share the core insight, end with one CTA - [ ] Short-form video: Record a 30-45 second script — hook, one key point, CTA ### Step 4: Schedule and Stagger - [ ] Post the Twitter thread first (Day 1) - [ ] Post LinkedIn the next morning (Day 2) - [ ] Send the email on Day 3 - [ ] Post Instagram carousel on Day 4 - [ ] Post video on Day 5 ## Quick Reference | Platform | Format | Length | Post Order | |----------|--------|--------|-----------| | Twitter/X | Thread | 5-8 tweets | Day 1 | | LinkedIn | Text post | 150-250 words | Day 2 | | Email | Newsletter | 200-300 words | Day 3 | | Instagram | Carousel | 5-7 slides | Day 4 | | Video | Short-form | 30-45 seconds | Day 5 | ## What to Do Next Want the full system? Join the Content Systems newsletter for weekly repurposing breakdowns and templates: [newsletter link] ``` **GATE: Present the lead magnet content to the user. Do not proceed to Phase 3 until the user approves or requests changes.** --- ## Phase 3: Write the Landing Page Copy Write the opt-in page copy that convinces visitors to download the lead magnet. This page has one job: get the email address. ### Landing Page Copy Structure Every landing page needs these seven elements in this order: #### 1. Headline (Benefit-Driven) The headline must answer: "What will I get, and what will it do for me?" **Formula options (pick one):** | Formula | Structure | Example | |---------|-----------|---------| | **The [Specific] [Type]** | The [adjective] [type] for [audience] | The 23-Point Content Repurposing Checklist for Solo Creators | | **How to [Result] Without [Pain]** | How to [desired outcome] without [thing they hate] | How to Post on 5 Platforms Without Writing 5 Pieces of Content | | **Stop [Pain]. Start [Gain].** | Stop [frustration]. Start [desired state]. | Stop Creating From Scratch. Start Repurposing Like a Pro. | | **Get [Result] in [Timeframe]** | Get [specific outcome] in [believable time] | Get a Week of Content in 60 Minutes | **Default:** Use "The [Specific] [Type]" formula. It is the most reliable and works for every lead magnet type. #### 2. Subheadline One sentence that adds specificity or addresses the reader's situation directly. **Example:** "A step-by-step checklist that turns one piece of content into a full week of posts across Twitter, LinkedIn, Instagram, email, and video." #### 3. Benefit Bullets (3-5) Each bullet follows the format: **[Feature]** so you can **[benefit]** **Rules:** - Start every bullet with a checkmark or arrow - Lead with the tangible thing they get, follow with the outcome - At least one bullet should address a specific fear or frustration - At least one bullet should include a number **Example bullets for the Content Repurposing Checklist:** ``` -> A 23-step checklist covering every platform so you never stare at a blank screen wondering what to post -> The exact posting order and timing that maximizes cross-platform reach (tested across 50+ creators) -> Platform-specific formatting rules so every post looks native, not copy-pasted -> A "building blocks" extraction method that turns one blog post into 5 pieces in under 60 minutes -> The 4 content elements worth repurposing (and the 3 you should never reuse) ``` #### 4. CTA Button Text The button text must describe what happens when they click, not just say "Submit." **Strong CTA examples:** - "Send Me the Checklist" - "Get the Free Cheat Sheet" - "Download the Template" - "Send It to My Inbox" **NEVER use:** "Submit," "Sign Up," "Subscribe," or "Click Here" #### 5. Objection Handler Place this directly below the CTA. Address the #1 reason someone would hesitate. **Common objections and handlers:** | Objection | Handler | |-----------|---------| | "Is this actually free?" | "100% free. No credit card required. Just enter your email and it lands in your inbox in under 60 seconds." | | "Will I get spammed?" | "You will receive the [resource] and occasional tips on [topic]. Unsubscribe with one click anytime." | | "Is this just basic stuff I already know?" | "This is the exact [process/framework] used by [credibility proof]. Not theory — actionable steps you can use today." | | "I do not have time for this" | "The entire [resource] takes under [X] minutes to read. Most people implement the first tip the same day." | **Default:** Use the "Will I get spammed?" handler. It is the most universal objection for email opt-ins. #### 6. Social Proof Placeholder Include a section for social proof with clear placeholders the user can fill in later. ``` ## Social Proof (fill in before publishing) Option A — Testimonial: "[Quote from someone who used the content/method]" — [Name], [Title/Context] Option B — Number proof: "Downloaded by [X]+ [audience type]" or "Join [X]+ [audience] who..." Option C — Authority proof: "Featured in [publication]" or "From the creator of [known thing]" ``` **Recommend Option B** if the user has any existing audience. Even "Join 200+ content creators" is more persuasive than no social proof. #### 7. Repeat CTA After social proof, repeat the CTA button and email field. Visitors who scroll need a second chance to convert without scrolling back up. ### Example Landing Page Copy — "The Ultimate Content Repurposing Checklist" ``` ## Landing Page Copy ### Headline The 23-Point Content Repurposing Checklist for Solo Creators ### Subheadline A step-by-step checklist that turns one piece of content into a full week of posts across Twitter, LinkedIn, Instagram, email, and video — in under 60 minutes. ### Benefit Bullets -> A 23-step checklist covering every platform so you never stare at a blank screen wondering what to post -> The exact posting order and timing that maximizes cross-platform reach (tested across 50+ creators) -> Platform-specific formatting rules so every post looks native, not copy-pasted -> A "building blocks" extraction method that turns one blog post into 5 pieces in under 60 minutes -> The 4 content elements worth repurposing (and the 3 you should never reuse) ### CTA Button [Send Me the Checklist] ### Email Field Label Your best email address ### Objection Handler You will receive the checklist and occasional content repurposing tips. Unsubscribe with one click anytime. No spam, no fluff. ### Social Proof Downloaded by [X]+ solo content creators. [OR] "This checklist saved me 6 hours a week. I went from posting once to posting daily across 3 platforms." — [Name], [Role] ### Repeat CTA Ready to stop creating from scratch? [Send Me the Checklist] ``` ### Example Landing Page Copy — "The Client Onboarding Cheat Sheet" ``` ## Landing Page Copy ### Headline The Client Onboarding Cheat Sheet for Freelancers and Small Agencies ### Subheadline A one-page reference guide with the exact steps, scripts, and timelines that cut onboarding from weeks to days — so new clients feel handled from day one. ### Benefit Bullets -> The 7-step onboarding sequence that eliminates scope creep before it starts -> Word-for-word welcome scripts for email, Slack, and kickoff calls so you never wing the first impression -> A timeline template that sets clear milestones for the first 30 days (clients know exactly what to expect and when) -> The 3 onboarding mistakes that cause 80% of client churn — and how to avoid all of them -> A ready-to-send onboarding questionnaire that captures everything you need in one pass ### CTA Button [Get the Free Cheat Sheet] ### Email Field Label Enter your email ### Objection Handler The entire cheat sheet takes 5 minutes to read. Most freelancers implement the first fix the same day. 100% free — no credit card, no strings. ### Social Proof Used by [X]+ freelancers and agency owners to onboard clients faster. [OR] "I went from a 3-week onboarding mess to a 4-day system. This cheat sheet was the starting point." — [Name], [Agency Name] ### Repeat CTA Stop losing clients in the first 30 days. [Get the Free Cheat Sheet] ``` **GATE: Present the landing page copy to the user. Do not finalize until the user approves the headline, bullets, CTA, and objection handler.** --- ## Phase 4: Deliver Write both the lead magnet content and the landing page copy to files. ### File Output Structure ``` lead-magnet-output/ ├── lead-magnet-content.md # The actual downloadable resource └── landing-page-copy.md # The opt-in page copy ``` ### Delivery Steps 1. **Write the lead magnet content** to `lead-magnet-output/lead-magnet-content.md` 2. **Write the landing page copy** to `lead-magnet-output/landing-page-copy.md` 3. **Present the pre-delivery checklist** and confirm every item passes ### Pre-Delivery Checklist ``` ## Pre-Delivery Checklist ### Lead Magnet Content - [ ] Solves ONE specific problem (not three vague ones) - [ ] Under 3 pages / consumable in under 10 minutes - [ ] Every item starts with an action verb - [ ] Includes a quick win in the first 3 items - [ ] "What to Do Next" section points to the desired action - [ ] No filler paragraphs or throat-clearing introductions - [ ] Would be useful even without the paid offer ### Landing Page Copy - [ ] Headline names a specific benefit, not a vague promise - [ ] Subheadline adds specificity (number, timeframe, or audience) - [ ] 3-5 benefit bullets follow the "feature so you can benefit" format - [ ] CTA button text describes the action (not "Submit" or "Sign Up") - [ ] Objection handler addresses the #1 hesitation - [ ] Social proof section is included (even as placeholder) - [ ] Repeat CTA appears below social proof - [ ] No hype words: "revolutionary," "game-changing," "secret" - [ ] Tone matches the strategy brief ``` --- ## Anti-Patterns **NEVER do these when creating lead magnets or landing page copy:** - **Making the lead magnet too long.** A 20-page PDF is not a lead magnet — it is an ebook nobody finishes. Keep it to 1-3 pages. The goal is a quick win, not a comprehensive course. - **Gating generic content.** If someone can find the same information in the first Google result, it is not worth an email address. The lead magnet must offer a specific framework, process, or curated resource that saves real time. - **Writing vague landing copy.** "Download our free guide to grow your business" converts at 2%. "The 23-Point Checklist That Turns One Blog Post Into a Week of Content" converts at 15%+. Specificity is the difference. - **Using multiple CTAs on the landing page.** The page has one job: collect the email. No "follow us on Twitter," no "check out our blog," no navigation menu. One CTA, repeated twice. - **Skipping the objection handler.** Every visitor has a reason not to opt in. If you do not address it, they leave. The objection handler is not optional. - **Writing the lead magnet for everyone.** "A guide for entrepreneurs" is too broad. "A checklist for solo content creators publishing on 2+ platforms" speaks directly to one person. The narrower the audience, the higher the conversion. - **Promising the paid offer in the free resource.** The lead magnet should be valuable on its own. Readers should think "this was genuinely useful" — not "this was a 3-page sales pitch disguised as a checklist." - **Using hype language in the copy.** Words like "revolutionary," "game-changing," "the secret to," and "unlock your potential" are empty. Use specific language: numbers, timeframes, concrete outcomes. --- ## Recovery - **User does not know their topic or pain point:** Ask them three questions: (1) What do you sell or offer? (2) What question does your audience ask you most often? (3) What is the first thing you help a new client/customer do? The answers will surface the lead magnet topic. - **User cannot choose a lead magnet type:** Default to a checklist if the topic involves a process or sequence of steps. Default to a cheat sheet if the topic is reference material or "rules to follow." Provide the type recommendation with a one-sentence rationale. - **Lead magnet content feels too thin:** Add a "Common Mistakes" section or a "Quick Reference Table" to increase perceived value without adding length. Tables and mistake lists are high-value, low-word-count additions. - **Landing page copy feels generic:** Go back to the strategy brief and check if the pain point is specific enough. If the pain point is "grow my business," narrow it to "get 3 new clients this month without cold calling." Specificity in the brief creates specificity in the copy. - **User wants a longer resource (5+ pages):** Redirect to a mini-guide format, but warn that anything over 3 pages reduces completion rates. Recommend breaking the content into a 1-page cheat sheet as the lead magnet and offering the full guide as a follow-up email sequence. - **If 3 attempts at the headline fail to satisfy the user:** Stop iterating and ask the user to describe their ideal headline in their own words, even if it is rough. Polish their version rather than generating from scratch.