Lead magnets (lead generation)

--- name: lead-magnets 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," or "what should I give away for emails." 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. metadata: version: 2.0.0 --- # 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. ## 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): ### 1. Business Context - What does the company do? - Who is the ideal customer? - What problems does your product solve? ### 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? ### 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? ### 4. Goals - Primary goal: email list growth, lead quality, product education? - Target audience stage: awareness, consideration, or decision? - Timeline and resource constraints? --- ## Lead Magnet Principles ### 1. Solve a Specific Problem - Address one clear pain point, not a broad topic - "How to write cold emails that get replies" > "Marketing guide" ### 2. Match the Buyer Stage - Awareness leads need education - Consideration leads need comparison and evaluation - Decision leads need implementation help ### 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 ### 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 ### 5. Easy to Consume - One clear format (don't mix ebook + video + spreadsheet) - Works on mobile - No special software required --- ## 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 --- ## Matching Lead Magnets to Buyer Stage ### 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?" | ### 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" | ### 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) | --- ## Gating Strategy ### Gating Options | Approach | When to Use | Trade-off | |----------|-------------|-----------| | Full gate | High-value content, bott