lead-magnets
bycoreyhaines31· 76 skills
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.
How to install lead-magnets?
coreyhaines31/marketingskills/lead-magnets
$npx -y skills add coreyhaines31/marketingskills --skill lead-magnetsInstalls into the current project.
›Prefer a prompt? Paste this to your agent
Run `npx skills use "https://github.com/coreyhaines31/marketingskills" --skill "coreyhaines31/marketingskills/lead-magnets"` and follow the generated skill instructions now. Read its complete output, redirecting it to a temporary file first if necessary. Resolve relative paths from the supporting-files directory it provides.
Use the skills in "https://github.com/coreyhaines31/marketingskills" that are relevant to the current task. Run `npx skills add "https://github.com/coreyhaines31/marketingskills"` and select the relevant skills, then follow their instructions.
SKILL.md
| 1 | # Lead Magnets |
| 2 | |
| 3 | 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. |
| 4 | |
| 5 | ## Before Planning |
| 6 | |
| 7 | **Check for product marketing context first:** |
| 8 | 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. |
| 9 | |
| 10 | Gather this context (ask if not provided): |
| 11 | |
| 12 | ### 1. Business Context |
| 13 | - What does the company do? |
| 14 | - Who is the ideal customer? |
| 15 | - What problems does your product solve? |
| 16 | |
| 17 | ### 2. Current Lead Generation |
| 18 | - How do you currently capture leads? |
| 19 | - What lead magnets or offers do you have? |
| 20 | - What's your current conversion rate on email capture? |
| 21 | |
| 22 | ### 3. Content Assets |
| 23 | - What existing content could be repurposed? (blog posts, guides, data) |
| 24 | - What expertise can you package? |
| 25 | - What templates or tools do you use internally? |
| 26 | |
| 27 | ### 4. Goals |
| 28 | - Primary goal: email list growth, lead quality, product education? |
| 29 | - Target audience stage: awareness, consideration, or decision? |
| 30 | - Timeline and resource constraints? |
| 31 | |
| 32 | --- |
| 33 | |
| 34 | ## Lead Magnet Principles |
| 35 | |
| 36 | ### 1. Solve a Specific Problem |
| 37 | - Address one clear pain point, not a broad topic |
| 38 | - "How to write cold emails that get replies" > "Marketing guide" |
| 39 | |
| 40 | ### 2. Match the Buyer Stage |
| 41 | - Awareness leads need education |
| 42 | - Consideration leads need comparison and evaluation |
| 43 | - Decision leads need implementation help |
| 44 | |
| 45 | ### 3. High Perceived Value, Low Time Investment |
| 46 | - Should look like it's worth paying for |
| 47 | - Consumable in under 30 minutes (ideally under 10) |
| 48 | - Immediate, actionable takeaway |
| 49 | |
| 50 | ### 4. Natural Path to Product |
| 51 | - Solves a problem your product also solves |
| 52 | - Creates awareness of a gap your product fills |
| 53 | - Demonstrates your expertise in the space |
| 54 | |
| 55 | ### 5. Easy to Consume |
| 56 | - One clear format (don't mix ebook + video + spreadsheet) |
| 57 | - Works on mobile |
| 58 | - No special software required |
| 59 | |
| 60 | --- |
| 61 | |
| 62 | ## Lead Magnet Types |
| 63 | |
| 64 | | Type | Best For | Effort | Time to Create | |
| 65 | |------|----------|--------|----------------| |
| 66 | | Checklist | Quick wins, process steps | Low | 1-2 hours | |
| 67 | | Cheat sheet | Reference material, shortcuts | Low | 2-4 hours | |
| 68 | | Template (doc/spreadsheet/Notion) | Repeatable processes, workflows | Low-Med | 2-8 hours | |
| 69 | | Swipe file | Inspiration, examples | Medium | 4-8 hours | |
| 70 | | Ebook/guide | Deep education, authority | High | 1-3 weeks | |
| 71 | | Mini-course (email) | Education + nurture | Medium | 1-2 weeks | |
| 72 | | Mini-course (video) | Education + personality | High | 2-4 weeks | |
| 73 | | Quiz/assessment | Segmentation, engagement | Medium | 1-2 weeks | |
| 74 | | Webinar | Authority, live engagement | Medium | 1 week prep | |
| 75 | | Resource library | Ongoing value, return visits | High | Ongoing | |
| 76 | | Free trial/community access | Product experience | Varies | Varies | |
| 77 | |
| 78 | **For detailed creation guidance per format**: See [references/format-guide.md](references/format-guide.md) |
| 79 | |
| 80 | --- |
| 81 | |
| 82 | ## Matching Lead Magnets to Buyer Stage |
| 83 | |
| 84 | ### Awareness Stage |
| 85 | Goal: Educate on the problem. Attract people who don't know you yet. |
| 86 | |
| 87 | | Format | Example | |
| 88 | |--------|---------| |
| 89 | | Checklist | "10-Point Website Audit Checklist" | |
| 90 | | Cheat sheet | "SEO Cheat Sheet for Beginners" | |
| 91 | | Ebook/guide | "The Complete Guide to Email Marketing" | |
| 92 | | Quiz | "What Type of Marketer Are You?" | |
| 93 | |
| 94 | ### Consideration Stage |
| 95 | Goal: Help evaluate solutions. Build trust and demonstrate expertise. |
| 96 | |
| 97 | | Format | Example | |
| 98 | |--------|---------| |
| 99 | | Comparison template | "CRM Comparison Spreadsheet" | |
| 100 | | Assessment | "Marketing Maturity Assessment" | |
| 101 | | Case study collection | "5 Companies That 3x'd Their Pipeline" | |
| 102 | | Webinar | "How to Choose the Right Analytics Tool" | |
| 103 | |
| 104 | ### Decision Stage |
| 105 | Goal: Help implement. Remove friction to purchase. |
| 106 | |
| 107 | | Format | Example | |
| 108 | |--------|---------| |
| 109 | | Template | "Ready-to-Use Sales Email Templates" | |
| 110 | | Free trial | "14-Day Free Trial" | |
| 111 | | Implementation guide | "Migration Checklist: Switch in 30 Minutes" | |
| 112 | | ROI calculator | "Calculate Your Savings" (→ see **free-tools**) | |
| 113 | |
| 114 | --- |
| 115 | |
| 116 | ## Gating Strategy |
| 117 | |
| 118 | ### Gating Options |
| 119 | |
| 120 | | Approach | When to Use | Trade-off | |
| 121 | |----------|-------------|-----------| |
| 122 | | **Full gate** | High-value content, bottom-funnel | Max capture, lower reach | |
| 123 | | **Partial gate** | Preview + full version | Balance of reach and capture | |
| 124 | | **Ungated + optional** | Top-funnel education | Max reach, lower capture | |
| 125 | | **Content upgrade** | Blog post + bonus | Contextual, high-intent | |
| 126 | |
| 127 | ### What to Ask For |
| 128 | |
| 129 | - **Email only** — highest conversion, lowest friction |
| 130 | - **Email + name** — enables personalization, slight friction increase |
| 131 | - **Email + company/role** — better lead qualification, more friction |
| 132 | - **Multi-field** — only for high-value offers (webinars, demos) |
| 133 | |
| 134 | Rule of thumb: Ask for the minimum needed. Every extra field reduces conversion by 5-10%. |
| 135 | |
| 136 | ### How to Frame the Exchange |
| 137 | |
| 138 | - Make the value obvious: "Get the full 25-page guide free" |
| 139 | - Show a preview: table of contents, first page, sample results |
| 140 | - Add social proof: "Downloaded by 5,000+ marketers" |
| 141 | - Reduce risk: "No spam. Unsubscribe anytime." |
| 142 | |
| 143 | **For form optimization**: See **cro** skill |
| 144 | **For popup implementation**: See **popups** skill |
| 145 | |
| 146 | --- |
| 147 | |
| 148 | ## Landing Page & Delivery |
| 149 | |
| 150 | ### Landing Page Structure |
| 151 | |
| 152 | 1. **Headline** — Clear benefit: what they'll get and why it matters |
| 153 | 2. **Preview/mockup** — Visual of the lead magnet (cover, screenshot, sample page) |
| 154 | 3. **What's inside** — 3-5 bullet points of key takeaways |
| 155 | 4. **Social proof** — Download count, testimonials, logos |
| 156 | 5. **Form** — Minimal fields, clear CTA button |
| 157 | 6. **FAQ** — Address hesitations (Is it really free? What format?) |
| 158 | |
| 159 | **For landing page optimization**: See **cro** skill |
| 160 | |
| 161 | ### Delivery Methods |
| 162 | |
| 163 | | Method | Pros | Cons | |
| 164 | |--------|------|------| |
| 165 | | **Instant download** | Immediate gratification | No email verification | |
| 166 | | **Email delivery** | Verifies email, starts relationship | Slight delay | |
| 167 | | **Thank you page + email** | Best of both—instant access + email copy | Slightly more complex | |
| 168 | | **Drip delivery** | Builds habit, multiple touchpoints | Only for courses/series | |
| 169 | |
| 170 | ### Thank You Page Optimization |
| 171 | |
| 172 | Don't waste the thank you page. After they've converted: |
| 173 | - Confirm delivery ("Check your inbox") |
| 174 | - Offer a next step (book a demo, start trial, join community) |
| 175 | - Share on social (pre-written tweet/post) |
| 176 | - Recommend related content |
| 177 | |
| 178 | --- |
| 179 | |
| 180 | ## Promotion & Distribution |
| 181 | |
| 182 | ### Blog CTAs & Content Upgrades |
| 183 | |
| 184 | - Add relevant CTAs within blog posts (inline, end-of-post) |
| 185 | - Create post-specific content upgrades (bonus checklist for a how-to post) |
| 186 | - Content upgrades convert 2-5x better than generic sidebar CTAs |
| 187 | |
| 188 | ### Exit-Intent & Popups |
| 189 | |
| 190 | - Trigger on exit intent or scroll depth |
| 191 | - Match the popup offer to the page content |
| 192 | - **See popups** for implementation |
| 193 | |
| 194 | ### Social Media |
| 195 | |
| 196 | - Share snippets and teasers from the lead magnet |
| 197 | - Create carousel posts from key points |
| 198 | - Use the lead magnet as the CTA in your bio/profile |
| 199 | - **See social** for social strategy |
| 200 | |
| 201 | ### Paid Promotion |
| 202 | |
| 203 | - Facebook/Instagram lead ads for top-funnel lead magnets |
| 204 | - Google Ads for high-intent lead magnets (templates, tools) |
| 205 | - LinkedIn for B2B lead magnets |
| 206 | - Retarget blog visitors with lead magnet ads |
| 207 | - **See ads** for campaign strategy |
| 208 | |
| 209 | ### Partner Co-Promotion |
| 210 | |
| 211 | - Cross-promote with complementary brands |
| 212 | - Guest webinars with partner audiences |
| 213 | - Include in partner newsletters |
| 214 | - Bundle in resource collections |
| 215 | |
| 216 | --- |
| 217 | |
| 218 | ## Measuring Success |
| 219 | |
| 220 | ### Key Metrics |
| 221 | |
| 222 | | Metric | What It Tells You | Benchmark | |
| 223 | |--------|-------------------|-----------| |
| 224 | | **Landing page conversion rate** | Offer attractiveness | 20-40% (warm traffic), 5-15% (cold) | |
| 225 | | **Cost per lead** | Acquisition efficiency | Varies by channel and industry | |
| 226 | | **Lead-to-customer rate** | Lead quality | 1-5% (B2B), varies widely | |
| 227 | | **Email engagement** | Content relevance | 30-50% open, 2-5% click | |
| 228 | | **Time to conversion** | Nurture effectiveness | Track by lead magnet source | |
| 229 | |
| 230 | **For detailed benchmarks by format and industry**: See [references/benchmarks.md](references/benchmarks.md) |
| 231 | |
| 232 | ### A/B Testing Ideas |
| 233 | |
| 234 | - **Headline**: Benefit-focused vs. curiosity-driven |
| 235 | - **Format**: Checklist vs. guide on same topic |
| 236 | - **Gate level**: Full gate vs. partial preview |
| 237 | - **Form fields**: Email-only vs. email + name |
| 238 | - **CTA copy**: "Download Free Guide" vs. "Get Your Copy" |
| 239 | - **Delivery**: Instant download vs. email delivery |
| 240 | |
| 241 | ### Lead Quality Signals |
| 242 | |
| 243 | Good lead magnet attracted quality leads if: |
| 244 | - Higher-than-average email engagement |
| 245 | - Leads progress to trial/demo at expected rates |
| 246 | - Low unsubscribe rate after delivery |
| 247 | - Leads match ICP demographics |
| 248 | |
| 249 | --- |
| 250 | |
| 251 | ## Output Format |
| 252 | |
| 253 | When creating a lead magnet strategy, provide: |
| 254 | |
| 255 | ### 1. Lead Magnet Recommendation |
| 256 | - Format and topic |
| 257 | - Target buyer stage |
| 258 | - Why this format for this audience |
| 259 | - Estimated creation effort |
| 260 | |
| 261 | ### 2. Content Outline |
| 262 | - Key sections/components |
| 263 | - Length and scope |
| 264 | - What makes it unique or valuable |
| 265 | |
| 266 | ### 3. Gating & Capture Plan |
| 267 | - What to gate and how |
| 268 | - Form fields |
| 269 | - Landing page structure |
| 270 | |
| 271 | ### 4. Distribution Plan |
| 272 | - Promotion channels |
| 273 | - Content upgrade opportunities |
| 274 | - Paid amplification (if applicable) |
| 275 | |
| 276 | ### 5. Measurement Plan |
| 277 | - KPIs and targets |
| 278 | - What to A/B test first |
| 279 | |
| 280 | --- |
| 281 | |
| 282 | ## Task-Specific Questions |
| 283 | |
| 284 | 1. What existing content or expertise could you turn into a lead magnet? |
| 285 | 2. Where does your audience spend time online? |
| 286 | 3. What's the most common question prospects ask before buying? |
| 287 | 4. Do you have an email nurture sequence set up for new leads? |
| 288 | 5. What's your budget for design and promotion? |
| 289 | |
| 290 | --- |
| 291 | |
| 292 | ## Related Skills |
| 293 | |
| 294 | - **free-tools**: For interactive tools as lead magnets (calculators, graders, quizzes) |
| 295 | - **copywriting**: For writing the lead magnet content itself |
| 296 | - **emails**: For nurture sequences after lead capture |
| 297 | - **cro**: For optimizing lead magnet landing pages |
| 298 | - **popups**: For popup-based lead capture |
| 299 | - **cro**: For optimizing capture forms |
| 300 | - **content-strategy**: For content planning and topic selection |
| 301 | - **analytics**: For measuring lead magnet performance |
| 302 | - **ads**: For paid promotion of lead magnets |
| 303 | - **social**: For social media promotion |
Related
6 picksType
- seo-auditWhen the user wants to audit, review, or diagnose SEO issues on their site.Jul 2026
- marketing-psychologyWhen the user wants to apply psychological principles, mental models, or behavioral science to marketing.Jul 2026
- programmatic-seoWhen the user wants to create SEO-driven pages at scale using templates and data.Jul 2026
- marketing-ideasWhen the user needs marketing ideas, inspiration, or strategies for their SaaS or software product.Jul 2026
- ai-seoWhen the user wants to optimize content for AI search engines, get cited by LLMs, or appear in AI-generated answers.Jul 2026
- ad-creativeWhen the user wants to generate, iterate, or scale ad creative — headlines, descriptions, primary text, or full ad variations — for any paid advertising…Jul 2026