What it does. 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. Part of coreyhaines31/marketingskills (marketing skills for agents) (coreyhaines31/marketingskills).

Upstream	coreyhaines31/marketingskills
Skill file	skills/lead-magnets/SKILL.md
License	MIT
Author	Corey Haines
Fetched	2026-09-10

Install

• npx skills add coreyhaines31/marketingskills --skill lead-magnets, or copy the skill folder into ~/.claude/skills/lead-magnets/.
• Raw file: curl -sL https://raw.githubusercontent.com/coreyhaines31/marketingskills/HEAD/skills/lead-magnets/SKILL.md

SKILL.md (verbatim)

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, 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

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 cro skill For popup implementation: See popups 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 cro skill

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

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 popups 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 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 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

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

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-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
• popups: For popup-based lead capture
• cro: For optimizing capture forms
• 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

Other files in this skill

• evals/evals.json
• references/benchmarks.md
• references/format-guide.md

references/benchmarks.md (verbatim)

Lead Magnet Benchmarks

Reference data for planning and evaluating lead magnet performance.

---

Conversion Rate Benchmarks

By Format Type

Format	Landing Page Conversion	Notes
Checklist	30-50%	High because low commitment
Cheat sheet	25-40%	Quick reference appeal
Template	25-45%	Immediate utility drives conversion
Ebook/guide	20-35%	Higher commitment, lower rate
Quiz	30-50%	Engagement drives completion
Webinar	20-40% (registration)	30-50% attendance rate of registrants
Mini-course	15-30%	Higher commitment, higher quality leads
Free trial	5-15%	High intent but high friction

By Traffic Source

Source	Expected Conversion	Why
Blog content upgrade	3-8% of post readers	Contextually relevant
Dedicated landing page (organic)	20-40%	High intent
Dedicated landing page (paid)	10-25%	Cold traffic
Exit-intent popup	2-5% of visitors	Interruption-based
Sidebar/banner CTA	0.5-2%	Low engagement
Social media link	10-20%	Warm but browsing

By Industry (Landing Page)

Industry	Average Conversion
SaaS/Tech	15-25%
Marketing/Agency	20-35%
Finance	10-20%
E-commerce	10-20%
Education	20-35%
Health/Wellness	15-25%

---

Lead Quality Indicators

Signals of High-Quality Leads

• Open first 3 emails at 40%+ rate
• Click through to content or product pages
• Return to site within 30 days
• Match ICP demographics (role, company size, industry)
• Progress to trial, demo, or purchase within 90 days

Signals of Low-Quality Leads

• Unsubscribe within first 3 emails
• Never open beyond delivery email
• Use disposable email addresses
• Don't match target customer profile
• Downloaded for the content, no product interest

Quality vs. Quantity by Format

Format	Lead Volume	Lead Quality	Net Value
Generic ebook	High	Low-Medium	Medium
Specific template	Medium	High	High
Industry report	Medium	Medium-High	High
Quiz/assessment	High	Medium (segmentable)	High
Webinar	Low-Medium	High	High
Checklist	High	Low-Medium	Medium
Free trial	Low	Very High	Very High

---

Cost Benchmarks

Cost Per Lead by Channel

Channel	Typical CPL	Notes
Organic search	$0-5	Lowest, but slow to build
Blog content upgrade	$0-2	Nearly free if you have traffic
Facebook/Instagram Ads	$3-15	B2C lower, B2B higher
Google Ads	$10-50	High intent, higher cost
LinkedIn Ads	$25-75	B2B, expensive but qualified
Partner co-promotion	$0-5	Depends on relationship

Creation Cost by Format

Format	DIY Cost	With Designer/Freelancer
Checklist	Free	$100-300
Cheat sheet	Free	$200-500
Template	Free	$100-500
Ebook (10-25 pages)	Free	$500-2,000
Quiz	$0-100/mo (tool)	$500-2,000
Webinar	Free (Zoom)	$500-1,500 (production)
Mini-course (email)	Free	$500-1,500 (copywriting)
Video course	$0-200 (gear)	$2,000-5,000

---

Timeline Expectations

Time to Create

Format	Solo Creator	With Team
Checklist	1-2 hours	Same day
Cheat sheet	2-4 hours	Same day
Template	2-8 hours	1-2 days
Swipe file	4-8 hours	1-2 days
Ebook	1-3 weeks	1-2 weeks
Quiz	1-2 weeks	1 week
Webinar prep	1 week	3-5 days
Mini-course	1-2 weeks	1 week

Time to See Results

Phase	Timeline
First leads	Immediately with existing traffic or paid
Organic traffic growth	2-6 months (SEO)
Meaningful lead volume	1-3 months
Measurable impact on pipeline	3-6 months
Full ROI assessment	6-12 months

Note: These benchmarks are general guidelines. Your actual results depend on audience, niche, traffic volume, and offer quality. Start measuring from day one and build your own benchmarks.

references/format-guide.md (verbatim)

Lead Magnet Format Guide

Detailed creation guidance for each lead magnet format.

Contents

• Ebooks & Guides
• Checklists
• Cheat Sheets
• Templates & Spreadsheets
• Swipe Files
• Mini-Courses
• Quizzes & Assessments
• Webinars & Workshops

---

Ebooks & Guides

Best for: Building authority, deep education, awareness-stage leads

Structure:

1. Title page with professional design
2. Table of contents
3. Introduction — frame the problem, set expectations
4. 3-7 chapters — one key concept per chapter
5. Summary — recap key takeaways
6. CTA — next step toward your product

Guidelines:

• Ideal length: 10-25 pages (shorter is fine if valuable)
• Include visuals: charts, diagrams, screenshots
• Use callout boxes for key stats or quotes
• End each chapter with a quick takeaway
• Don't pad — density beats length

Tools: Canva, Google Docs → PDF, Notion export, Designrr, Beacon.by

---

Checklists

Best for: Process-oriented tasks, quick wins, implementation help

Structure:

• Title: "[Number]-Point [Topic] Checklist"
• Numbered or checkbox items
• Group into logical sections if 10+ items
• Brief explanation per item (1-2 sentences)

Guidelines:

• Keep to 1-2 pages
• Use actionable language ("Verify X", "Set up Y", "Remove Z")
• Order by workflow sequence or priority
• Make it printable — clean layout, generous spacing
• Include a "done" checkbox for each item

What works: Step-by-step processes, audit criteria, launch checklists, setup guides

---

Cheat Sheets

Best for: Reference material, shortcuts, quick-lookup information

Structure:

• One page (two pages max)
• Organized by category or workflow
• Dense but scannable
• Visual hierarchy with headers and grouping

Guidelines:

• Optimize for quick reference, not reading
• Use tables, grids, or columns
• Include formulas, shortcuts, or code snippets
• Design for printing or saving as desktop reference
• Bold the most important items

What works: Keyboard shortcuts, formula references, terminology glossaries, decision matrices

---

Templates & Spreadsheets

Best for: Repeatable processes, planning, tracking

Spreadsheet Templates (Google Sheets / Excel)

• Include a "How to Use" tab with instructions
• Pre-fill with example data
• Use data validation for dropdown fields
• Add conditional formatting for visual cues
• Lock formula cells, leave input cells editable
• Include a "Make a Copy" link (Google Sheets)

Notion Templates

• Provide a duplicate link
• Include a getting-started guide
• Pre-populate with example content
• Use Notion's database features (views, filters, relations)
• Keep it simple — don't over-engineer

Document Templates

• Provide in multiple formats (Google Doc, Word, PDF)
• Include placeholder text with [BRACKETS] for customization
• Add inline instructions in a different color
• Make it immediately usable with minimal editing

Key principle: Templates should be usable within 5 minutes of downloading.

---

Swipe Files

Best for: Inspiration, examples, learning from others

Structure:

• Curated collection of 15-50 examples
• Organized by category, type, or use case
• Each example includes:
  • The example itself (screenshot, text, link)
  • Why it works (2-3 bullet annotations)
  • How to adapt it (1-2 sentences)

Guidelines:

• Quality over quantity — curate ruthlessly
• Add your analysis, don't just collect
• Organize for browsing (categories, tags)
• Update periodically with fresh examples
• Credit original sources

What works: Email subject lines, landing pages, ad copy, CTAs, onboarding flows, pricing pages

---

Mini-Courses

Email-Based Mini-Courses

• 3-5 emails delivered over 5-7 days
• One lesson per email, one concept per lesson
• Each email: teach → example → exercise
• Progressive difficulty (build on previous lessons)
• Final email: summary + CTA for product or next step

Video-Based Mini-Courses

• 3-5 videos, 5-15 minutes each
• Host on unlisted YouTube, Loom, or course platform
• Deliver links via email drip
• Include worksheets or exercises per lesson
• More personal — builds stronger connection

Cadence: Every 1-2 days. Don't stretch too thin or compress too tight.

Key principle: Each lesson should deliver standalone value. If someone only watches lesson 2, they should still learn something useful.

---

Quizzes & Assessments

Best for: Engagement, segmentation, personalized results

Question Design:

• 5-10 questions (sweet spot: 7)
• Multiple choice only — no open-ended
• Questions should feel insightful, not obvious
• Progress indicator ("Question 3 of 7")

Result Segmentation:

• 3-5 result categories
• Each result: name, description, personalized recommendations
• Tailor follow-up emails by result type
• Share-worthy result format ("I got: Growth Stage Marketer!")

Implementation: Gate results behind email capture. The quiz itself is ungated — the personalized results require an email.

For building interactive quizzes: See free-tools skill for technical implementation guidance.

---

Webinars & Workshops

Live Webinars

• 30-45 minutes teaching + 15 minutes Q&A
• Structure: Hook → Teach (3 key points) → Demo/example → CTA
• Promote 1-2 weeks in advance
• Send 3 reminder emails (confirmation, day before, 1 hour before)
• Record for replay (extends value)

Evergreen Webinars

• Pre-recorded, available on demand
• Same structure as live but tighter editing
• Always-on lead generation
• Gate with email registration
• Automated follow-up sequence

Follow-up: Send replay link + summary + CTA within 24 hours. Continue with nurture sequence.

Key principle: Teach something genuinely useful. A webinar that's just a sales pitch will damage trust.

Back to coreyhaines31/marketingskills (marketing skills for agents) or Agent skills.