Skills › Marketing Skills › lead-magnets
lead-magnets
The facts
Its description
When the user wants to create, plan, or optimize a lead magnet for email capture or lead generation. Also use when the user mentions "lead magnet," "gated content," "content upgrade," "downloadable," "ebook," "cheat sheet," "checklist," "template download," "opt-in," "freebie," "PDF download," "resource library," "content offer," "email capture content," "Notion template," "spreadsheet template," "what should I give away for emails," "course as a skill," or "package our content as an agent skill." Use this for planning what to create and how to distribute it. For interactive tools as lead magnets, see free-tools. For writing the actual content, see copywriting. For the email sequence after capture, see emails.
The description the agent reads to decide when to use it.
From its settingsline 3
When it starts
It loads when someone wants to create, plan, or optimize a lead magnet for email capture or lead generation — gated ebooks, checklists, cheat sheets, templates, quizzes, webinars, content upgrades — or asks what to give away in exchange for emails. It is also triggered by talk of packaging owned content as an installable agent skill.
Things a person might say (the model's guesses)
- “What should I give away to grow our email list?”
- “Should we gate our ebook behind an email signup, or leave it open?”
- “Help me plan a content upgrade for our blog posts and a landing page to capture emails.”
A model's summary of when it is used.
A model's reading
Files it mentions
references/format-guide.md, references/content-to-skill.md, references/benchmarks.md
Files the text names, such as ones to read or write. Found by matching words, so treat them as pointers.
What it leads to
- calls ads for paid promotion of the lead magnet line 216
- calls copywriting when the lead magnet content itself must be written line 3
- calls cro for capture-form and landing-page optimization line 152
- calls emails for the nurture sequence after capture line 3
- calls popups when the lead magnet is captured through a popup line 153
- calls social for social media promotion of the lead magnet line 208
- requires product-marketing if the context file exists line 14
- an alternative: ai-seo for general website discoverability work content-to-skill.md, line 19
- an alternative: free-tools for interactive-tool lead magnets line 3
Other skills this one hands off to, calls, requires or offers instead, as a model read them.
A model's reading
What leads to it
- reverse-engineer-marketing hands off to this when a lead magnet was found reverse-engineer-marketing/play-routing.md, line 37
- events calls this events/webinar-funnel.md, line 74
- marketing-loops calls this marketing-loops/loop-catalog.md, line 530
- free-tools is an alternative to this for downloadable content lead magnets free-tools, line 3
Other skills that hand off to this one, call it, require it or offer it instead, as a model read them.
A model's reading
Licence
MIT, from LICENSE
The terms its author shares it under, which let it be shown here.
From the repositorylicence text
Other settings
metadata: version: 2.1.1
More settings at the top of the file, shown as written.
From its settingsline 4
Other files in this skill (6) Close
The text
Most marks come from matching words in the file, so treat them as pointers.
1---
2name: lead-magnets
3description: When the user wants to create, plan, or optimize a lead magnet for email capture or lead generation. Also use when the user mentions "lead magnet," "gated content," "content upgrade," "downloadable," "ebook," "cheat sheet," "checklist," "template download," "opt-in," "freebie," "PDF download," "resource library," "content offer," "email capture content," "Notion template," "spreadsheet template," "what should I give away for emails," "course as a skill," or "package our content as an agent skill." Use this for planning what to create and how to distribute it. For interactive tools as lead magnets, see free-tools. For writing the actual content, see copywriting. For the email sequence after capture, see emails.
4metadata:
5 version: 2.1.1
6---
8# Lead Magnets
10You are an expert in lead magnet strategy. Your goal is to help plan lead magnets that capture emails, generate qualified leads, and naturally lead to product adoption.
Lead Magnets
You are an expert in lead magnet strategy. Your goal is to help plan lead magnets that capture emails, generate qualified leads, and naturally lead to product adoption.
Raw lines 1 to 1112## Before Planning
15If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
17Gather this context (ask if not provided):
Before Planning
Check for product marketing context first: If .agents/product-marketing.md exists (or .claude/product-marketing.md, or the legacy product-marketing-context.md filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
Gather this context (ask if not provided):
Raw lines 12 to 1819### 1. Business Context
20- What does the company do?
21- Who is the ideal customer?
22- What problems does your product solve?
1. Business Context
- What does the company do?
- Who is the ideal customer?
- What problems does your product solve?
24### 2. Current Lead Generation
25- How do you currently capture leads?
26- What lead magnets or offers do you have?
27- What's your current conversion rate on email capture?
2. Current Lead Generation
- How do you currently capture leads?
- What lead magnets or offers do you have?
- What's your current conversion rate on email capture?
29### 3. Content Assets
30- What existing content could be repurposed? (blog posts, guides, data)
31- What expertise can you package?
32- What templates or tools do you use internally?
3. Content Assets
- What existing content could be repurposed? (blog posts, guides, data)
- What expertise can you package?
- What templates or tools do you use internally?
34### 4. Goals
35- Primary goal: email list growth, lead quality, product education?
36- Target audience stage: awareness, consideration, or decision?
37- Timeline and resource constraints?
39---
4. Goals
- Primary goal: email list growth, lead quality, product education?
- Target audience stage: awareness, consideration, or decision?
- Timeline and resource constraints?
Raw lines 34 to 40
Lead Magnet Principles
Raw lines 41 to 4243### 1. Solve a Specific Problem
44- Address one clear pain point, not a broad topic
45- "How to write cold emails that get replies" > "Marketing guide"
1. Solve a Specific Problem
- Address one clear pain point, not a broad topic
- "How to write cold emails that get replies" > "Marketing guide"
47### 2. Match the Buyer Stage
48- Awareness leads need education
49- Consideration leads need comparison and evaluation
50- Decision leads need implementation help
2. Match the Buyer Stage
- Awareness leads need education
- Consideration leads need comparison and evaluation
- Decision leads need implementation help
52### 3. High Perceived Value, Low Time Investment
53- Should look like it's worth paying for
54- Consumable in under 30 minutes (ideally under 10)
55- Immediate, actionable takeaway
3. High Perceived Value, Low Time Investment
- Should look like it's worth paying for
- Consumable in under 30 minutes (ideally under 10)
- Immediate, actionable takeaway
57### 4. Natural Path to Product
58- Solves a problem your product also solves
59- Creates awareness of a gap your product fills
60- Demonstrates your expertise in the space
4. Natural Path to Product
- Solves a problem your product also solves
- Creates awareness of a gap your product fills
- Demonstrates your expertise in the space
62### 5. Easy to Consume
63- One clear format (don't mix ebook + video + spreadsheet)
64- Works on mobile
65- No special software required
67---
5. Easy to Consume
- One clear format (don't mix ebook + video + spreadsheet)
- Works on mobile
- No special software required
Raw lines 62 to 68
69## Lead Magnet Types
71| Type | Best For | Effort | Time to Create |
72|------|----------|--------|----------------|
73| Checklist | Quick wins, process steps | Low | 1-2 hours |
74| Cheat sheet | Reference material, shortcuts | Low | 2-4 hours |
75| Template (doc/spreadsheet/Notion) | Repeatable processes, workflows | Low-Med | 2-8 hours |
76| Swipe file | Inspiration, examples | Medium | 4-8 hours |
77| Ebook/guide | Deep education, authority | High | 1-3 weeks |
78| Mini-course (email) | Education + nurture | Medium | 1-2 weeks |
79| Mini-course (video) | Education + personality | High | 2-4 weeks |
80| Quiz/assessment | Segmentation, engagement | Medium | 1-2 weeks |
81| Webinar | Authority, live engagement | Medium | 1 week prep |
82| Resource library | Ongoing value, return visits | High | Ongoing |
83| Free trial/community access | Product experience | Varies | Varies |
85**For detailed creation guidance per format**: See [references/format-guide.md](references/format-guide.md)
87**Agent skills as a lead magnet**: a course, webinar series, podcast, or newsletter archive you own can ship as an installable agent skill. See [references/content-to-skill.md](references/content-to-skill.md) for rights checks, the extraction pilot, source-backed lessons, and release.
89---
Lead Magnet Types
| Type | Best For | Effort | Time to Create |
|---|---|---|---|
| Checklist | Quick wins, process steps | Low | 1-2 hours |
| Cheat sheet | Reference material, shortcuts | Low | 2-4 hours |
| Template (doc/spreadsheet/Notion) | Repeatable processes, workflows | Low-Med | 2-8 hours |
| Swipe file | Inspiration, examples | Medium | 4-8 hours |
| Ebook/guide | Deep education, authority | High | 1-3 weeks |
| Mini-course (email) | Education + nurture | Medium | 1-2 weeks |
| Mini-course (video) | Education + personality | High | 2-4 weeks |
| Quiz/assessment | Segmentation, engagement | Medium | 1-2 weeks |
| Webinar | Authority, live engagement | Medium | 1 week prep |
| Resource library | Ongoing value, return visits | High | Ongoing |
| Free trial/community access | Product experience | Varies | Varies |
For detailed creation guidance per format: See references/format-guide.md
Agent skills as a lead magnet: a course, webinar series, podcast, or newsletter archive you own can ship as an installable agent skill. See references/content-to-skill.md for rights checks, the extraction pilot, source-backed lessons, and release.
Raw lines 69 to 90
Matching Lead Magnets to Buyer Stage
Raw lines 91 to 9293### Awareness Stage
94Goal: Educate on the problem. Attract people who don't know you yet.
96| Format | Example |
97|--------|---------|
98| Checklist | "10-Point Website Audit Checklist" |
99| Cheat sheet | "SEO Cheat Sheet for Beginners" |
100| Ebook/guide | "The Complete Guide to Email Marketing" |
101| Quiz | "What Type of Marketer Are You?" |
Awareness Stage
Goal: Educate on the problem. Attract people who don't know you yet.
| Format | Example |
|---|---|
| Checklist | "10-Point Website Audit Checklist" |
| Cheat sheet | "SEO Cheat Sheet for Beginners" |
| Ebook/guide | "The Complete Guide to Email Marketing" |
| Quiz | "What Type of Marketer Are You?" |
103### Consideration Stage
104Goal: Help evaluate solutions. Build trust and demonstrate expertise.
106| Format | Example |
107|--------|---------|
108| Comparison template | "CRM Comparison Spreadsheet" |
109| Assessment | "Marketing Maturity Assessment" |
110| Case study collection | "5 Companies That 3x'd Their Pipeline" |
111| Webinar | "How to Choose the Right Analytics Tool" |
Consideration Stage
Goal: Help evaluate solutions. Build trust and demonstrate expertise.
| Format | Example |
|---|---|
| Comparison template | "CRM Comparison Spreadsheet" |
| Assessment | "Marketing Maturity Assessment" |
| Case study collection | "5 Companies That 3x'd Their Pipeline" |
| Webinar | "How to Choose the Right Analytics Tool" |
113### Decision Stage
114Goal: Help implement. Remove friction to purchase.
116| Format | Example |
117|--------|---------|
118| Template | "Ready-to-Use Sales Email Templates" |
119| Free trial | "14-Day Free Trial" |
120| Implementation guide | "Migration Checklist: Switch in 30 Minutes" |
121| ROI calculator | "Calculate Your Savings" (→ see **free-tools**) |
123---
Decision Stage
Goal: Help implement. Remove friction to purchase.
| Format | Example |
|---|---|
| Template | "Ready-to-Use Sales Email Templates" |
| Free trial | "14-Day Free Trial" |
| Implementation guide | "Migration Checklist: Switch in 30 Minutes" |
| ROI calculator | "Calculate Your Savings" (→ see free-tools) |
Raw lines 113 to 124
Gating Strategy
Raw lines 125 to 126127### Gating Options
129| Approach | When to Use | Trade-off |
130|----------|-------------|-----------|
131| **Full gate** | High-value content, bottom-funnel | Max capture, lower reach |
132| **Partial gate** | Preview + full version | Balance of reach and capture |
133| **Ungated + optional** | Top-funnel education | Max reach, lower capture |
134| **Content upgrade** | Blog post + bonus | Contextual, high-intent |
Gating Options
| Approach | When to Use | Trade-off |
|---|---|---|
| Full gate | High-value content, bottom-funnel | Max capture, lower reach |
| Partial gate | Preview + full version | Balance of reach and capture |
| Ungated + optional | Top-funnel education | Max reach, lower capture |
| Content upgrade | Blog post + bonus | Contextual, high-intent |
136### What to Ask For
138- **Email only** — highest conversion, lowest friction
139- **Email + name** — enables personalization, slight friction increase
140- **Email + company/role** — better lead qualification, more friction
141- **Multi-field** — only for high-value offers (webinars, demos)
143Rule of thumb: Ask for the minimum needed. Every extra field reduces conversion by 5-10%.
What to Ask For
- Email only — highest conversion, lowest friction
- Email + name — enables personalization, slight friction increase
- Email + company/role — better lead qualification, more friction
- Multi-field — only for high-value offers (webinars, demos)
Rule of thumb: Ask for the minimum needed. Every extra field reduces conversion by 5-10%.
Raw lines 136 to 144145### How to Frame the Exchange
147- Make the value obvious: "Get the full 25-page guide free"
148- Show a preview: table of contents, first page, sample results
149- Add social proof: "Downloaded by 5,000+ marketers"
150- Reduce risk: "No spam. Unsubscribe anytime."
155---
How to Frame the Exchange
- Make the value obvious: "Get the full 25-page guide free"
- Show a preview: table of contents, first page, sample results
- Add social proof: "Downloaded by 5,000+ marketers"
- Reduce risk: "No spam. Unsubscribe anytime."
For form optimization: See cro skill For popup implementation: See popups skill
Raw lines 145 to 156
Landing Page & Delivery
Raw lines 157 to 158159### Landing Page Structure
1611. **Headline** — Clear benefit: what they'll get and why it matters
1622. **Preview/mockup** — Visual of the lead magnet (cover, screenshot, sample page)
1633. **What's inside** — 3-5 bullet points of key takeaways
1644. **Social proof** — Download count, testimonials, logos
1655. **Form** — Minimal fields, clear CTA button
1666. **FAQ** — Address hesitations (Is it really free? What format?)
168**For landing page optimization**: See **cro** skill
Landing Page Structure
- Headline — Clear benefit: what they'll get and why it matters
- Preview/mockup — Visual of the lead magnet (cover, screenshot, sample page)
- What's inside — 3-5 bullet points of key takeaways
- Social proof — Download count, testimonials, logos
- Form — Minimal fields, clear CTA button
- FAQ — Address hesitations (Is it really free? What format?)
For landing page optimization: See cro skill
Raw lines 159 to 169170### Delivery Methods
172| Method | Pros | Cons |
173|--------|------|------|
174| **Instant download** | Immediate gratification | No email verification |
175| **Email delivery** | Verifies email, starts relationship | Slight delay |
176| **Thank you page + email** | Best of both—instant access + email copy | Slightly more complex |
177| **Drip delivery** | Builds habit, multiple touchpoints | Only for courses/series |
Delivery Methods
| Method | Pros | Cons |
|---|---|---|
| Instant download | Immediate gratification | No email verification |
| Email delivery | Verifies email, starts relationship | Slight delay |
| Thank you page + email | Best of both—instant access + email copy | Slightly more complex |
| Drip delivery | Builds habit, multiple touchpoints | Only for courses/series |
179### Thank You Page Optimization
181Don't waste the thank you page. After they've converted:
182- Confirm delivery ("Check your inbox")
183- Offer a next step (book a demo, start trial, join community)
184- Share on social (pre-written tweet/post)
185- Recommend related content
187---
Thank You Page Optimization
Don't waste the thank you page. After they've converted:
- Confirm delivery ("Check your inbox")
- Offer a next step (book a demo, start trial, join community)
- Share on social (pre-written tweet/post)
- Recommend related content
Raw lines 179 to 188
Promotion & Distribution
Raw lines 189 to 190191### Blog CTAs & Content Upgrades
193- Add relevant CTAs within blog posts (inline, end-of-post)
194- Create post-specific content upgrades (bonus checklist for a how-to post)
195- Content upgrades convert 2-5x better than generic sidebar CTAs
Blog CTAs & Content Upgrades
- Add relevant CTAs within blog posts (inline, end-of-post)
- Create post-specific content upgrades (bonus checklist for a how-to post)
- Content upgrades convert 2-5x better than generic sidebar CTAs
197### Exit-Intent & Popups
199- Trigger on exit intent or scroll depth
200- Match the popup offer to the page content
201- **See popups** for implementation
Exit-Intent & Popups
- Trigger on exit intent or scroll depth
- Match the popup offer to the page content
- See popups for implementation
203### Social Media
205- Share snippets and teasers from the lead magnet
206- Create carousel posts from key points
207- Use the lead magnet as the CTA in your bio/profile
Social Media
- Share snippets and teasers from the lead magnet
- Create carousel posts from key points
- Use the lead magnet as the CTA in your bio/profile
- See social for social strategy
210### Paid Promotion
212- Facebook/Instagram lead ads for top-funnel lead magnets
213- Google Ads for high-intent lead magnets (templates, tools)
214- LinkedIn for B2B lead magnets
215- Retarget blog visitors with lead magnet ads
Paid Promotion
- Facebook/Instagram lead ads for top-funnel lead magnets
- Google Ads for high-intent lead magnets (templates, tools)
- LinkedIn for B2B lead magnets
- Retarget blog visitors with lead magnet ads
- See ads for campaign strategy
218### Partner Co-Promotion
220- Cross-promote with complementary brands
221- Guest webinars with partner audiences
222- Include in partner newsletters
223- Bundle in resource collections
225---
Partner Co-Promotion
- Cross-promote with complementary brands
- Guest webinars with partner audiences
- Include in partner newsletters
- Bundle in resource collections
Raw lines 218 to 226
Measuring Success
Raw lines 227 to 228229### Key Metrics
231| Metric | What It Tells You | Benchmark |
232|--------|-------------------|-----------|
233| **Landing page conversion rate** | Offer attractiveness | 20-40% (warm traffic), 5-15% (cold) |
234| **Cost per lead** | Acquisition efficiency | Varies by channel and industry |
235| **Lead-to-customer rate** | Lead quality | 1-5% (B2B), varies widely |
236| **Email engagement** | Content relevance | 30-50% open, 2-5% click |
237| **Time to conversion** | Nurture effectiveness | Track by lead magnet source |
239**For detailed benchmarks by format and industry**: See [references/benchmarks.md](references/benchmarks.md)
Key Metrics
| Metric | What It Tells You | Benchmark |
|---|---|---|
| Landing page conversion rate | Offer attractiveness | 20-40% (warm traffic), 5-15% (cold) |
| Cost per lead | Acquisition efficiency | Varies by channel and industry |
| Lead-to-customer rate | Lead quality | 1-5% (B2B), varies widely |
| Email engagement | Content relevance | 30-50% open, 2-5% click |
| Time to conversion | Nurture effectiveness | Track by lead magnet source |
For detailed benchmarks by format and industry: See references/benchmarks.md
Raw lines 229 to 240241### A/B Testing Ideas
243- **Headline**: Benefit-focused vs. curiosity-driven
244- **Format**: Checklist vs. guide on same topic
245- **Gate level**: Full gate vs. partial preview
246- **Form fields**: Email-only vs. email + name
247- **CTA copy**: "Download Free Guide" vs. "Get Your Copy"
248- **Delivery**: Instant download vs. email delivery
A/B Testing Ideas
- Headline: Benefit-focused vs. curiosity-driven
- Format: Checklist vs. guide on same topic
- Gate level: Full gate vs. partial preview
- Form fields: Email-only vs. email + name
- CTA copy: "Download Free Guide" vs. "Get Your Copy"
- Delivery: Instant download vs. email delivery
250### Lead Quality Signals
252Good lead magnet attracted quality leads if:
253- Higher-than-average email engagement
254- Leads progress to trial/demo at expected rates
255- Low unsubscribe rate after delivery
256- Leads match ICP demographics
258---
Lead Quality Signals
Good lead magnet attracted quality leads if:
- Higher-than-average email engagement
- Leads progress to trial/demo at expected rates
- Low unsubscribe rate after delivery
- Leads match ICP demographics
Raw lines 250 to 259
264### 1. Lead Magnet Recommendation
265- Format and topic
266- Target buyer stage
267- Why this format for this audience
268- Estimated creation effort
1. Lead Magnet Recommendation
- Format and topic
- Target buyer stage
- Why this format for this audience
- Estimated creation effort
270### 2. Content Outline
271- Key sections/components
272- Length and scope
273- What makes it unique or valuable
2. Content Outline
- Key sections/components
- Length and scope
- What makes it unique or valuable
280### 4. Distribution Plan
281- Promotion channels
282- Content upgrade opportunities
283- Paid amplification (if applicable)
4. Distribution Plan
- Promotion channels
- Content upgrade opportunities
- Paid amplification (if applicable)
291## Task-Specific Questions
2931. What existing content or expertise could you turn into a lead magnet?
2942. Where does your audience spend time online?
2953. What's the most common question prospects ask before buying?
2964. Do you have an email nurture sequence set up for new leads?
2975. What's your budget for design and promotion?
299---
Task-Specific Questions
- What existing content or expertise could you turn into a lead magnet?
- Where does your audience spend time online?
- What's the most common question prospects ask before buying?
- Do you have an email nurture sequence set up for new leads?
- What's your budget for design and promotion?
Raw lines 291 to 300
301## Related Skills
303- **free-tools**: For interactive tools as lead magnets (calculators, graders, quizzes)
304- **copywriting**: For writing the lead magnet content itself
305- **emails**: For nurture sequences after lead capture
306- **cro**: For optimizing lead magnet landing pages and capture forms
307- **popups**: For popup-based lead capture
308- **content-strategy**: For content planning and topic selection
310- **ads**: For paid promotion of lead magnets
311- **social**: For social media promotion
Related Skills
- free-tools: For interactive tools as lead magnets (calculators, graders, quizzes)
- copywriting: For writing the lead magnet content itself
- emails: For nurture sequences after lead capture
- cro: For optimizing lead magnet landing pages and capture forms
- popups: For popup-based lead capture
- content-strategy: For content planning and topic selection
- analytics: For measuring lead magnet performance
- ads: For paid promotion of lead magnets
- social: For social media promotion
From coreyhaines31/marketingskills at 88c79f6, 2026-10-30. Skills read by DeepSeek V4.1 Flash on 2026-11-04. Summary and techniques by Claude Opus 5.5 on 2026-11-06.