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ukunal91appukunal91app/Marketing-Skills-by-Corey-Haines/skills/lead-magnets/SKILL.md

lead-magnets

Skill26 starsChanged 9 months agoMITView on GitHub

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-tool-strategy. For writing the actual content, see copywriting. For the email sequence after capture, see email-sequence.

We split this skill into the rules it gives an agent

11 rules. 10 are common, 0 are distinctive, and 1 is very specific to this project.

  • 10

    Common

    Most of the 33 edited versions we read keep these.

  • 0

    Distinctive

    This author's own choices. Worth a look.

  • 1

    Very specific

    Tied to their project's names, files or tools. Probably skip.

  • Common
  • Distinctive
  • Very specific
  1. Very specific:

    If .agents/product-marketing-context.md exists (or .claude/product-marketing-context.md in older setups), read it before asking questions.

    line 15
  2. Common:

    Should look like it's worth paying for

    line 53
  3. Common:

    No special software required

    line 65
  4. Common:

    Add social proof: "Downloaded by 5,000+ marketers"

    line 147
  5. Common:

    Don't waste the thank you page.

    line 179
  6. Common:

    Add relevant CTAs within blog posts (inline, end-of-post)

    line 191
  7. Common:

    Create post-specific content upgrades (bonus checklist for a how-to post)

    line 192
  8. Common:

    Create carousel posts from key points

    line 204
  9. Common:

    Use the lead magnet as the CTA in your bio/profile

    line 205
  10. Common:

    When creating a lead magnet strategy, provide:

    line 260
  11. Common:

    Do you have an email nurture sequence set up for new leads?

    line 294

“Common” is measured: kept by at least 6 in 10 of the 33 edited versions of this file we could read. “Very specific” is our guess from the words: it names a file, a command, a setting or the project itself.

Keep what fits and drop the rest. Your version, ready for your agents.
Files
SKILL.md

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-context.md exists (or .claude/product-marketing-context.md 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

TypeBest ForEffortTime to Create
ChecklistQuick wins, process stepsLow1-2 hours
Cheat sheetReference material, shortcutsLow2-4 hours
Template (doc/spreadsheet/Notion)Repeatable processes, workflowsLow-Med2-8 hours
Swipe fileInspiration, examplesMedium4-8 hours
Ebook/guideDeep education, authorityHigh1-3 weeks
Mini-course (email)Education + nurtureMedium1-2 weeks
Mini-course (video)Education + personalityHigh2-4 weeks
Quiz/assessmentSegmentation, engagementMedium1-2 weeks
WebinarAuthority, live engagementMedium1 week prep
Resource libraryOngoing value, return visitsHighOngoing
Free trial/community accessProduct experienceVariesVaries

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.

FormatExample
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.

FormatExample
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.

FormatExample
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-tool-strategy)

Gating Strategy

Gating Options

ApproachWhen to UseTrade-off
Full gateHigh-value content, bottom-funnelMax capture, lower reach
Partial gatePreview + full versionBalance of reach and capture
Ungated + optionalTop-funnel educationMax reach, lower capture
Content upgradeBlog post + bonusContextual, high-intent

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%.

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 form-cro skill For popup implementation: See popup-cro skill

Landing Page & Delivery

Landing Page Structure

  1. Headline — Clear benefit: what they'll get and why it matters
  2. Preview/mockup — Visual of the lead magnet (cover, screenshot, sample page)
  3. What's inside — 3-5 bullet points of key takeaways
  4. Social proof — Download count, testimonials, logos
  5. Form — Minimal fields, clear CTA button
  6. FAQ — Address hesitations (Is it really free? What format?)

For landing page optimization: See page-cro skill

Delivery Methods

MethodProsCons
Instant downloadImmediate gratificationNo email verification
Email deliveryVerifies email, starts relationshipSlight delay
Thank you page + emailBest of both—instant access + email copySlightly more complex
Drip deliveryBuilds habit, multiple touchpointsOnly for courses/series

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

Promotion & Distribution

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

Exit-Intent & Popups

  • Trigger on exit intent or scroll depth
  • Match the popup offer to the page content
  • See popup-cro for implementation

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-content for social strategy

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 paid-ads for campaign strategy

Partner Co-Promotion

  • Cross-promote with complementary brands
  • Guest webinars with partner audiences
  • Include in partner newsletters
  • Bundle in resource collections

Measuring Success

Key Metrics

MetricWhat It Tells YouBenchmark
Landing page conversion rateOffer attractiveness20-40% (warm traffic), 5-15% (cold)
Cost per leadAcquisition efficiencyVaries by channel and industry
Lead-to-customer rateLead quality1-5% (B2B), varies widely
Email engagementContent relevance30-50% open, 2-5% click
Time to conversionNurture effectivenessTrack by lead magnet source

For detailed benchmarks by format and industry: See references/benchmarks.md

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

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

Output Format

When creating a lead magnet strategy, provide:

1. Lead Magnet Recommendation

  • Format and topic
  • Target buyer stage
  • Why this format for this audience
  • Estimated creation effort

2. Content Outline

  • Key sections/components
  • Length and scope
  • What makes it unique or valuable

3. Gating & Capture Plan

  • What to gate and how
  • Form fields
  • Landing page structure

4. Distribution Plan

  • Promotion channels
  • Content upgrade opportunities
  • Paid amplification (if applicable)

5. Measurement Plan

  • KPIs and targets
  • What to A/B test first

Task-Specific Questions

  1. What existing content or expertise could you turn into a lead magnet?
  2. Where does your audience spend time online?
  3. What's the most common question prospects ask before buying?
  4. Do you have an email nurture sequence set up for new leads?
  5. What's your budget for design and promotion?

Related Skills

  • free-tool-strategy: For interactive tools as lead magnets (calculators, graders, quizzes)
  • copywriting: For writing the lead magnet content itself
  • email-sequence: For nurture sequences after lead capture
  • page-cro: For optimizing lead magnet landing pages
  • popup-cro: For popup-based lead capture
  • form-cro: For optimizing capture forms
  • content-strategy: For content planning and topic selection
  • analytics-tracking: For measuring lead magnet performance
  • paid-ads: For paid promotion of lead magnets
  • social-content: For social media promotion

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  • Other versions56 projects use a version of this.

    Wrote their own version · 9

    1. LOGIN-TB/claude-skills★ 73same name
    2. alebgl77/claude-inc★ 16same name
    3. scayver/marketing-skills★ 8same name
    4. alfredang/ai-cms★ 4same name
    5. FakharEAli/book-skills★ 3same name
    6. alfredang/ai-pei★ 1same name
    7. alfredang/ai4kids★ 1same name
    8. david-corroy/skills-marketing-fr★ 1same name
    9. LOGIN-TB/hermes-toolbox★ 1same name

    How matches are found. Word for word: the exact same text. Edited: shares passages with this file (“99% same” means 99% of its five-word phrases also appear here; 10% or more counts). Their own version: similar meaning, or, weakest, the same name. We can’t tell which project had it first. Projects are counted among the 200 most-starred candidates, and mentions are links to the repository we found, up to 50 per site, so both counts are a floor.

  • Used alongsideProjects with it also use popups, free-tools and 10 more.

    Other files people use alongside this one.

    Files found in the same public projects as a version of this one, more often than they turn up anywhere else. Each project counts once, large collections count for less, and this file's own repository is left out.
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      popups

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      Also in 14 projects that use this

    • CesarjoquinSkill

      free-tools

      When the user wants to plan, evaluate, or build a free tool for marketing purposes — lead generation, SEO value, or brand awareness. Also use when the user mentions "engineering as marketing," "free tool," "marketing tool," "calculator," "generator," "interactive tool," "lead gen tool," "build a tool for leads," "free resource," "ROI calculator," "grader tool," "audit tool," "should I build a free tool," or "tools for lead gen." Use this whenever someone wants to build something useful and give it away to attract leads or earn links. For downloadable content lead magnets (ebooks, checklists, templates), see lead-magnets.

      Also in 15 projects that use this

    • pixelswithblissSkill

      co-marketing

      When the user wants to find co-marketing partners, plan joint campaigns, or brainstorm partnership opportunities. Use when the user says 'co-marketing,' 'partner marketing,' 'joint campaign,' 'who should we partner with,' 'integration marketing,' 'cross-promotion,' 'collaborate with another company,' 'partnership ideas,' or 'co-brand.' For customer referral programs, see referral-program. For launch-specific partnerships, see launch-strategy.

      Also in 15 projects that use this

    • alfredangSkill

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      Push local DB content (menus, settings, taxonomy, pages, posts) to the production database via bearer-token-protected sync APIs. Use when the user wants to publish local CMS/admin edits to the live site without logging into the production admin UI, or to extend the sync surface for new tables. Triggers — "push to production", "sync to remote", "deploy menu/settings/page/post", "the live site doesn't show my change".

      Also in 3 projects that use this

    • roerohanSkill

      emails

      When the user wants to create or optimize an email sequence, drip campaign, automated email flow, or lifecycle email program. Also use when the user mentions "email sequence," "drip campaign," "nurture sequence," "onboarding emails," "welcome sequence," "re-engagement emails," "email automation," "lifecycle emails," "trigger-based emails," "email funnel," "email workflow," "what emails should I send," "welcome series," or "email cadence." Use this for any multi-email automated flow. For cold outreach emails, see cold-email. For in-app onboarding, see onboarding.

      Also in 16 projects that use this

    • roerohanSkill

      prospecting

      When the user wants to find, qualify, and build a list of prospects to reach out to — across B2B SaaS, general B2B, or local small businesses. Also use when the user mentions "prospecting," "build a prospect list," "find prospects," "find leads," "lead gen list," "find SaaS companies that," "find B2B companies," "find local businesses," "ICP-fit accounts," "who should we go after," "outbound list," "target account list," "find clients near me," "businesses without websites," "prospect research," "qualified leads," "find my first customers," "early adopters," "design partners," "beta users," or "who has this problem." Use this for the list-building and qualification phase. For writing the outbound copy after the list is built, see cold-email. For deep competitive research on specific accounts, see competitor-profiling.

      Also in 14 projects that use this

    • +6 more from Cesarjoquin
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