lead-magnet-creator

Build a free asset you can give away on LinkedIn / X / your website without holding anything back. Generosity is the brand. The asset answers the question. The CTA at the end is soft.

Format is a decision, not a default. A lead magnet can be:

• a Notion page
• a Google Doc
• a designed PDF
• a Google Sheet (calculator, scorecard, tracker)
• a Claude Code Skills repo (installable into a reader's .claude/skills/)
• a GitHub starter repo (code drop, n8n template, agent template)
• a custom GPT
• a small interactive web tool (audit, calculator)
• a recorded video / Loom (the asset IS the video)
• a vault bundle (3-5 of the above behind one CTA)

Voice anchors live in corpus.md. Creative magnet ideas live in ideas.md. If you have an existing vault, paste 2-4 of its strongest components into corpus.md so the skill grounds new magnets in your voice.

When to invoke

Triggers:

• "create a lead magnet for X"
• "build a free guide / playbook / checklist / template"
• "make a vault asset"
• "drop a free PDF / Notion / sheet / GPT / repo on Y"
• "ship a free resource"
• "/lead-magnet-creator"

Skip for:

• Sales proposals → /proposal-creator
• Slide decks → use a deck template
• LinkedIn / X posts → /linkedin-copywriter or /x-copywriter
• Motion videos → /launch-video
• Live talking-head edits → /video-use

If the user asks for the magnet AND the launch post, do the magnet here, then chain to /linkedin-copywriter at step 7.

The generosity contract

Hard rules that hold across every format:

• No gated middle. The asset answers its own headline. Don't tease ("download to learn the 3 secrets"). Put the 3 secrets on the page.
• Real prompts, real tools, real URLs, real numbers. Verbatim. Inline the entire ChatGPT system prompt, the GitHub repo URL, the live pricing.
• Working artifacts, not screenshots of working artifacts. If the magnet promises a Notion template, link the public Notion URL. If it promises a GPT, link the GPT. If a Sheet, link the Sheet.
• One soft CTA at the end, not interrupting. Default close:

  Stuck? Hit me up: <YOUR_EMAIL> · <YOUR_CAL_LINK>

• Distribution defaults to ungated when "be generous" is the brief. Comment-keyword DMs are fine for the launch post (engagement boost), but the asset should also live at a public URL anyone can grab without commenting.

If a brief asks you to gate the middle, push back once. Then comply.

Workflow

The envelope is the same regardless of format. Step 2 forks into the per-format pipelines below.

1. Brief (single batched ask)

Quick brief.

1. What's the magnet about? Outcome promise in one sentence. Not the
   topic, the result. ("Book 14 sales calls in 2 weeks on LinkedIn"
   beats "LinkedIn outbound guide".)
2. The single specific story or number that anchors it. ("85 calls /
   80k emails / 1 client / Claude Code repo.")
3. Format. Pick one or stack: Notion page · Google Doc · PDF · Sheet ·
   Claude Code Skills repo · GitHub starter · custom GPT · web tool ·
   video / Loom · vault bundle.
4. Distribution: ungated public link, gated comment-keyword DM, or both?
5. Voice: operator-voice body (default) or AUTHOR-voice throughout?
6. Anything off-limits (NDA, pre-launch features, client names)?

If the user already gave enough context, skip the prompt and parse. Only ask follow-ups for missing fields.

2. Pick the format(s)

See Format catalogue below. Multiple formats stack into a vault bundle (e.g., "PDF + Notion template + GPT" is fine, treat as a bundle). There is no default; ask if it isn't in the brief.

3. Make the folder

Create one folder per magnet at lead-magnets/<magnet-slug>/. The folder holds the source files (HTML, .md, .py, .json, etc.) and any local renders. The slug is kebab-case, descriptive, no date.

mkdir -p lead-magnets/<magnet-slug>

4. Author the content

See the per-format pipelines below. Apply the voice rules from corpus.md. Run the slop scrub before report-done.

5. Publish

Each format has its own destination. The skill should always end with a single canonical public URL that you can paste into LinkedIn, the website, or a comment-keyword DM. That URL goes in the Notion row and in the launch post.

6. Log in Drive + Notion

Drive (when the format produces a file):

• Destination: your Lead Magnets folder (folder id <YOUR_DRIVE_LEAD_MAGNETS_FOLDER>)
• Filename: <YOUR_BRAND> · <Title> · YYYY-MM-DD.<ext>
• Upload via mcp__claude_ai_Google_Drive__create_file. Capture the viewUrl.

For formats that don't produce a file (live Notion page, GPT, repo, web tool), skip the Drive step. The Notion row holds the public URL directly.

Notion Content DB (always):

• Data source ID: <YOUR_NOTION_CONTENT_DB_ID>
• Title: same as the file name minus the date and extension (or the magnet's display title for non-file formats)
• Format: Lead Magnet
• Channel: LinkedIn default · ask if multi-channel
• Pillar: Educational / Tactical default · see ideas.md for the full pillar map
• Status: Idea if no launch yet · Scripting if launch post in draft · Scheduled if launch post queued
• Drive Assets: Drive viewUrl if Drive-backed, else the canonical public URL of the asset
• Page body: 1-paragraph summary, the comment-keyword (if gated), the public URL, and the magnet's outcome promise. Leave space below for the launch-post draft, hooks, and metrics.

7. Offer to chain into the launch post

Once the magnet is live, ask:

Want me to draft the launch post? /linkedin-copywriter can pick the right hook (R.I.P. for vault drops, "concrete result + tool" for playbooks). I'll seed it with the magnet's outcome promise, the public URL, and the comment-keyword if gated.

Same offer for /x-copywriter and /repurpose.

8. Report back

Closing summary, max 5 lines:

• Path to local source folder
• Canonical public URL of the magnet
• Drive URL (if applicable)
• Notion row URL
• Suggested next action (chain a launch post · queue another magnet · add to bio / featured section / website)

Format catalogue

Each format is fully self-contained: its own authoring path, its own distribution, its own publish step. Pick the format that fits the content. None of these is the default.

A. Notion page

The most native long-form format. If you have an existing Notion-based vault, link it here so new magnets inherit its structure.

Pick when: the content is naturally hyperlinked, includes screenshots inline, references other Notion pages, or is going to be updated as state changes. Long-form playbooks are very natural here.

Authoring:

• Source of truth lives at lead-magnets/<slug>/page.md (markdown so the source is reviewable in git and the LLM can refactor it without hitting Notion's API for every paragraph).
• Use the section structure from corpus.md (outcome-promise headers, empathy opener, stats blocks, two-tier framings, verbatim prompts).
• Link companions inline (GPT URL, Sheet URL, GitHub repo, Cal link).

Publish:

1. Use mcp__claude_ai_Notion__notion-create-pages to create the Notion page under a parent you control (your Marketing Content parent: https://www.notion.so/<YOUR_NOTION_MARKETING_PARENT_ID>).
2. Convert the markdown to Notion blocks (the MCP accepts enhanced markdown).
3. Make the page public-shareable via the Notion UI (currently manual from the Share menu) or, if the MCP supports it, via the API.
4. Capture the public Notion URL.

Drive logging: export the page to PDF (Notion UI) once it's stable and upload that PDF as a snapshot. The live URL is the canonical asset; the PDF is just a backup.

Notion row Drive Assets: the public Notion URL (not the PDF).

B. Google Doc

Pick when the magnet wants to feel like a Doc you can scribble in. Comments enabled, version history visible. Reads as collaborative.

Authoring:

• Source: lead-magnets/<slug>/doc.md
• Same voice rules as the Notion page. Use plain markdown headings, bullets, code blocks. No HTML.

Publish:

1. Render the markdown to a clean .docx via python-docx (the same library proposal-creator uses for clean-text proposals).
2. Upload to Drive (Lead Magnets folder) with mimeType: application/vnd.google-apps.document so Drive converts to a native Google Doc on ingest.
3. Set sharing to "anyone with the link can view" via the Drive permissions API.
4. Capture the Doc's viewUrl. That's the canonical public URL.

Drive logging: the Doc itself lives in Drive.

Notion row Drive Assets: the Drive view URL.

C. PDF

Designed brand asset. Use this when the magnet doubles as a portfolio piece (cover that looks great in a screenshot, dot-grid backdrop, brand mark in the header, accent moment per page).

Authoring:

• Source: HTML at lead-magnets/<slug>/magnet.html plus _print.css. If you have a proposal/print template, mirror it.
• 6-10 letter pages, one <section class="page"> each.
• Component classes from <YOUR_BRAND_TOKENS_PATH> if you have a tokens file (cards, kicker rules, mini table, pills, two-col, three-col).
• Inline your brand mark SVG in each page header.

Publish:

1. Render to PDF via headless Chrome:

   /Applications/Google\ Chrome.app/Contents/MacOS/Google\ Chrome \
     --headless --disable-gpu --no-pdf-header-footer \
     --print-to-pdf-no-header \
     --print-to-pdf="lead-magnets/<slug>/magnet.pdf" \
     --virtual-time-budget=2000 \
     "file://$PWD/lead-magnets/<slug>/magnet.html"

2. Smoke checks:
   • grep -c '—' lead-magnets/<slug>/magnet.html must be 0
   • grep -n '{{' lead-magnets/<slug>/magnet.html must be empty
   • Visual: cover headline 2 lines, second line muted; one accent moment per page max; footer page numbers correct.
3. Upload PDF to Drive Lead Magnets folder.

Drive logging: the PDF file.

Notion row Drive Assets: Drive view URL of the PDF.

Brand defaults (cover page):

• Edition pill: <YOUR_BRAND> Vault · NN
• Two-line hero: [outcome].<br/><em>[mechanism].</em> (period at end of each line)
• One accent moment max per page.

D. Google Sheet

Pick for calculators, scorecards, signal trackers, ICP definers, acquisition models · anything where the value is "punch in your numbers and see your answer".

Authoring:

• Source: lead-magnets/<slug>/sheet.py builds the .xlsx via openpyxl. Sheet structure (column headers, formulas, validation, named ranges) lives in code so it's diffable.
• Add a "Read me first" tab with the outcome promise, instructions, and the Cal-link CTA.

Publish:

1. Run python3 sheet.py → produces <slug>.xlsx.
2. Upload to Drive (Lead Magnets folder) with mimeType: application/vnd.google-apps.spreadsheet so Drive converts to a native Google Sheet.
3. Set sharing to "anyone with the link can VIEW" (not edit · the reader makes a copy to use).
4. Capture the Sheet viewUrl.

Drive logging: the Sheet lives in Drive.

Notion row Drive Assets: the Drive view URL.

E. Claude Code Skills repo

A public GitHub repo of installable Claude Code skills. The most operator-grade magnet for the AI-engineering ICP. Reader runs git clone into their ~/.claude/skills/ and instantly has the same patterns you use.

Pick when: the value is repeatable behavior, not a one-off artifact. Examples: a /cold-email skill that drafts cold emails in a specific style, a /icp-audit skill that scores a website against a checklist, a /gtm-stack-picker skill.

Authoring:

• Source: lead-magnets/<slug>/skills/<skill-name>/SKILL.md per skill, plus a top-level README.md explaining the install and the catalog.
• Each SKILL.md follows the standard structure (frontmatter name + description, body with When-to-invoke, Workflow, Voice rules, Don'ts, Reference files).
• Include voice / brand rules so installed skills produce on-brand output for the reader.
• Add a LICENSE (MIT or 0BSD) so reuse is unambiguous.

Publish:

1. Create the GitHub repo manually, push the code from the local folder, mark it public.
2. The README links your Cal and <YOUR_EMAIL> for support.
3. Optional: open-source license badge, install instructions (git clone … ~/.claude/skills/<name>), version tags.

Drive logging: none. The repo URL is the canonical asset.

Notion row Drive Assets: the GitHub repo URL.

F. GitHub starter repo

Code drop. Different from Skills repos: this is one project the reader clones, sets up, and runs (e.g., a cold-email system, an n8n template, a Trigger.dev agent template, a Notion-to-LinkedIn syncer).

Authoring:

• Source: full project tree at lead-magnets/<slug>/repo/.
• README explains setup, env vars, run command, expected output.
• Working .env.example, no real keys.
• A 1-page PDF or Notion page may accompany the repo as a high-level walkthrough · that's a vault bundle, see format J.

Publish:

• Create the GitHub repo manually, push from the local folder, mark it public.
• Optional: include a Loom walkthrough URL in the README.

Drive logging: none. Repo URL is the asset.

Notion row Drive Assets: the repo URL.

G. Custom GPT

A repeat-use tool the reader pins in their ChatGPT sidebar. Audits, rewriters, coaches, idea generators.

Authoring:

• Source: lead-magnets/<slug>/gpt-spec.md with all OpenAI fields:
  • Name, description (under 300 chars), instructions (the full system prompt · this is the asset, write it carefully)
  • 4 conversation starters
  • Knowledge files to upload (list by relative path · the actual files sit in lead-magnets/<slug>/knowledge/)
  • Capabilities toggles (Web · Image · Code Interpreter · Canvas)
• The system prompt should reference your brand by name, link <YOUR_DOMAIN>, and end with the soft Cal CTA.

Publish:

• The skill cannot create GPTs (OpenAI requires the manual UI).
• Output: a gpt-spec.md you copy-paste into the GPT builder. After you hit "Publish", paste the GPT URL back into the magnet's notes file (or the Notion row directly).

Drive logging: upload gpt-spec.md as a backup to Drive.

Notion row Drive Assets: the live GPT URL once published.

H. Web tool

Small interactive page hosted at a public URL. Examples: cold-email score, acquisition calculator, profile audit submit-form, "battle royale" rewrite-vote.

Authoring:

• Source: lead-magnets/<slug>/web/ (single-page or a tiny app).
• Stack: Next.js + Vercel deploy, or static HTML + a webhook for any backend logic.
• Use your brand tokens if you have a <YOUR_BRAND_TOKENS_PATH>.

Publish:

• Deploy to Vercel under <YOUR_DOMAIN>/free/<slug> or a subdomain.
• Link must be the canonical URL (no *.vercel.app in production).

Drive logging: none. Public URL is the asset.

Notion row Drive Assets: the production URL.

I. Video / Loom

The asset is the video. Examples: a 5-minute Loom walkthrough of a system, a 30-minute recorded webinar, a "roast my profile" Loom each applicant gets back.

Authoring:

• For polished motion graphics → use /launch-video instead, that's the right tool.
• For Loom-style walkthroughs → record manually. The skill produces a script.md outline (hook, beats, close) and a thumbnail brief.
• For talking-head edits of raw footage → use /video-use instead.

Publish:

• Loom: record, set to "public" sharing, capture the share URL.
• YouTube: upload as Unlisted (default) or Public, capture URL.
• Vimeo: same.

Drive logging: upload the MP4 to your Videos folder (folder id <YOUR_DRIVE_VIDEOS_FOLDER>) for archival. The live URL (Loom / YouTube / Vimeo) is the canonical asset.

Notion row Drive Assets: the public video URL.

J. Vault bundle

3-5 of the formats above behind one comment-keyword. A classic vault shape is 5 PDFs (or a mix of PDF + Notion + GPT) gated behind one comment-keyword.

Authoring:

• Each component lives in its own subfolder under lead-magnets/<vault-slug>/. E.g., lead-magnets/vault-v2/{playbook-pdf, signal-library-notion, stack-picker-sheet, audit-gpt-spec, content-system-skills}/.
• A top-level index.md (or one wrapping Notion page) lists all components with one-line outcome promises and public URLs.

Publish:

• Each component publishes via its own format's pipeline.
• The wrapper Notion page (or PDF) ties them together.
• Distribution is one comment-keyword that DMs the wrapper URL.

Drive logging: mirror each component to Drive per its format. Add a top-level "vault index" PDF or Notion page as the wrapper.

Notion row Drive Assets: the wrapper URL. Add per-component URLs in the page body.

Voice rules (apply to every format)

The voice has two registers. Switch happens between sections, not mid-paragraph.

• AUTHOR voice = the founder/operator voice from your linkedin-copywriter corpus. Personal. Story-led. Hook-driven. Use this on the cover, the opening page, and the closing CTA.
• OPERATOR voice = more runbook than LinkedIn post. Outcome-promise headers, imperative verbs, numerals, bullets, verbatim prompts and screenshots. Use this in the body.

Cover / opening (AUTHOR voice)

Read corpus.md first. Pull the hook pattern from a matched anchor magnet. Default patterns:

• Concrete result + tool ("85 sales calls. From 80,000 cold emails.")
• Achievement + timeframe ("How to book 14 sales calls in 2 weeks on LinkedIn without needing to go viral.")
• R.I.P. [Role/Industry] for vault drops.
• Stat opener with payoff ("Last month I generated +110k impressions. Here's the profile system that converted them.")

Body (OPERATOR voice)

The body is closer to a runbook than a LinkedIn post. Anchor on the operator-voice register from corpus.md.

• Section headers are outcome promises, not feature labels.
• Numerals beat adjectives.
• Imperative verbs. Drop hedges.
• One thought per paragraph. Most paragraphs 1-3 lines.
• Bullets carry the load. Pick -, →, or • and stay consistent within the magnet.
• Real screenshots / examples / prompts. Verbatim. No paraphrase.

Close (AUTHOR voice)

Steal verbatim:

Stuck? Hit me up. <YOUR_EMAIL> · <YOUR_CAL_LINK>

Optionally append :) if the magnet has a casual register.

Slop scrub (mandatory before report-done)

Run the linkedin-copywriter blacklist against the magnet content. Highlights: no em dashes (—), no "leverage", no "robust", no "delve", no "powerful", no curly quotes, no … ellipsis, no TL;DR headers, no keycap emoji as numbered headers (1️⃣).

Brand and design

When the format renders into a designed surface (PDF, web tool, Sheet header, video thumbnail, Notion cover image), inherit from <YOUR_BRAND_TOKENS_PATH> if you have a tokens file. Recommended token set if starting from scratch:

Adapt the palette to your brand. The pattern that matters is one accent moment per surface, used for meaning.

For non-designed formats (Google Doc, plain GitHub README), don't try to brand the body. Brand stamps are the title, the closing CTA, and the link to <YOUR_DOMAIN>.

If you have a brand mark SVG, inline it when needed (PDF, web, Sheet header image, video).

Distribution modes

Ungated public link (default for "be generous" briefs):

• A canonical URL anyone can grab without commenting.
• Examples per format:
  • Notion page: the public Notion URL.
  • Google Doc / Sheet: the Drive view URL.
  • PDF: the Drive view URL OR a public route on <YOUR_DOMAIN>/free once that route exists.
  • GitHub repo: the repo URL.
  • GPT: the GPT share URL.
  • Web tool: the production URL.
  • Video: the Loom / YouTube / Vimeo URL.
• Linked from LinkedIn featured section, X bio, and the launch post.

Gated comment-keyword DM:

• Reader comments a keyword (Claude GTM, BOOKS, GROWTH VAULT). Bot or you DM the canonical URL.

Both (recommended default for launch posts):

• Public URL in bio / website / featured section.
• Comment-keyword on the launch post specifically, for engagement lift.

The skill records the comment-keyword and the canonical URL in the Notion row's page body so /linkedin-copywriter can pull both into the launch post draft.

Defaults

Don'ts

• Don't default to PDF when the content is more naturally a Notion page, a Sheet, a repo, or a GPT. Pick the format that fits the content; ask the user if it's not in the brief.
• Don't gate the middle. The asset answers its own headline.
• Don't use em dashes. Replace with periods, commas, colons, middot, or parens.
• Don't fabricate stats or client names. If a number is a benchmark range, label it as such.
• Don't ship without the canonical public URL. Every magnet ends with one URL the launch post can paste.
• Don't promise URLs that don't exist yet (e.g., <YOUR_DOMAIN>/free/<slug>). Use the actual host until the route is live.
• Don't ship a screenshot when you could ship the artifact. A screenshot of a Notion template is worse than a public Notion link.
• Don't write "TL;DR" or "key takeaways". The magnet is the takeaway.
• Don't cross voice registers within a body section. Switch happens between sections, not mid-paragraph.

Reference files

• corpus.md. Voice anchors pulled from your existing vault. Re-read before drafting. If empty, see corpus.md.example for the format.
• ideas.md. 30+ magnet ideas, indexed by format.
• Sister skills:
  • proposal-creator/SKILL.md for the .docx + Drive upload pattern.
  • linkedin-copywriter/SKILL.md for hook patterns and the slop scrub.
  • launch-video/SKILL.md for motion-graphics videos.
  • video-use/ for talking-head edits of raw footage.
• Brand tokens: <YOUR_BRAND_TOKENS_PATH> (if you have one).
• Brand design system: <YOUR_BRAND_DOC> (if you have one).

After the magnet ships

Offer (don't auto-do):

• Draft the launch post via /linkedin-copywriter
• Draft the X version via /x-copywriter
• Spin up additional channels via /repurpose
• Add to LinkedIn featured section, X bio, website footer
• Schedule a 2-week metrics check via /schedule
• Commit the magnet folder (git add lead-magnets/<slug>/ && git commit)
• Update a future "Vault index" Notion page when the magnet count crosses 5