---
name: lead-magnet
description: "Creates lead magnet content (checklists, cheat sheets, mini-guides, templates) plus the landing page copy to promote it, including headline, benefit bullets, CTA, and objection handling. Use when a user wants to grow their email list, needs a free downloadable resource, or wants to create an opt-in incentive for their audience."
allowed-tools: Read Write Glob
metadata:
  author: matthewhitcham
  version: "1.0"
---

# Lead Magnet

## When to Use This Skill

Use this skill when you need to:
- Create a free downloadable resource to grow an email list (checklist, cheat sheet, guide, template, swipe file)
- Write the landing page copy that convinces someone to opt in for that resource
- Build a complete lead-magnet-plus-landing-page package from a single topic or pain point
- Replace a generic "subscribe to my newsletter" with a specific, high-value opt-in incentive

**DO NOT** use this skill for full-length ebooks, paid products, course content, or sales pages for paid offers. This is for free, short-form lead magnets (1-3 pages) and the opt-in page that promotes them.

---

## Core Principle

EVERY LEAD MAGNET MUST SOLVE ONE SPECIFIC PROBLEM SO CLEARLY THAT THE READER THINKS "IF THE FREE STUFF IS THIS GOOD, THE PAID STUFF MUST BE INCREDIBLE."

---

## Lead Magnet Type Reference

Choose one type. Each has different strengths depending on the audience and topic.

| Type | Best For | Creation Speed | Perceived Value | Length |
|------|----------|---------------|-----------------|--------|
| **Checklist** | Step-by-step processes, launch sequences, routines | Fastest | Medium | 1 page |
| **Cheat Sheet** | Reference material, formulas, shortcuts, quick-look guides | Fast | Highest | 1-2 pages |
| **Mini-Guide** | Teaching a framework, explaining a method, building authority | Medium | High (authority) | 2-3 pages |
| **Template** | Fill-in-the-blank documents, scripts, frameworks | Fast | Highest (practical) | 1-2 pages |
| **Swipe File** | Proven examples to model (emails, headlines, CTAs, ad copy) | Medium | High | 2-3 pages |

**Default recommendation:** If the user is unsure, recommend a **checklist** for action-oriented topics or a **cheat sheet** for reference-oriented topics. These two have the best effort-to-conversion ratio.

---

## Phase 1: Strategy

Gather four pieces of information before writing anything. No strategy, no lead magnet.

### The Four Strategy Questions

1. **Topic and audience pain point** — What specific problem does this solve, and for whom?
2. **Lead magnet type** — Checklist, cheat sheet, mini-guide, template, or swipe file?
3. **Desired action after download** — What should the reader do next? (book a call, buy a product, join a community, reply to an email, start a trial)
4. **Voice and brand tone** — Professional, casual, bold, friendly, data-driven?

### Strategy Brief Template

Present this to the user before proceeding:

```
## Lead Magnet Strategy Brief

**Topic:** [specific problem being solved]
**Target audience:** [who this is for]
**Pain point:** [the frustration or gap this addresses]
**Lead magnet type:** [checklist / cheat sheet / mini-guide / template / swipe file]
**Title (working):** [benefit-driven title]
**Desired next action:** [what you want them to do after reading]
**Tone:** [professional / casual / bold / friendly / data-driven]
```

**Example — Content Creator:**

```
## Lead Magnet Strategy Brief

**Topic:** Content repurposing workflow
**Target audience:** Solo content creators publishing on 2+ platforms
**Pain point:** Spending 10+ hours/week creating content from scratch for every platform
**Lead magnet type:** Checklist
**Title (working):** The Ultimate Content Repurposing Checklist
**Desired next action:** Join the weekly Content Systems newsletter
**Tone:** Casual, action-oriented
```

**Example — Freelancer:**

```
## Lead Magnet Strategy Brief

**Topic:** Client onboarding process
**Target audience:** Freelancers and small agency owners onboarding 2-5 new clients/month
**Pain point:** Onboarding takes too long, clients feel confused, scope creep starts on day one
**Lead magnet type:** Cheat sheet
**Title (working):** The Client Onboarding Cheat Sheet
**Desired next action:** Book a free onboarding audit call
**Tone:** Professional, direct
```

**GATE: Do not proceed to Phase 2 until the user confirms or adjusts the strategy brief.**

---

## Phase 2: Create the Lead Magnet Content

Write the actual downloadable resource. This is the content the reader receives after opting in.

### Content Rules

- **1-3 pages maximum.** If it takes longer than 10 minutes to consume, it is too long.
- **One problem, one solution.** Do not cover three topics. Solve one thing completely.
- **Action-first language.** Every item starts with a verb (Write, Send, Check, Remove, Set up).
- **No filler paragraphs.** Every sentence must teach, instruct, or provide a reference.
- **Include a "quick win"** in the first 3 items — something the reader can do in under 5 minutes and see immediate results.

### Structure by Type

Every type follows the same skeleton: Title, "Who This Is For" (one sentence), the core content, and "What to Do Next" (desired action). The core content varies:

| Type | Core Content Structure | Key Feature |
|------|----------------------|-------------|
| **Checklist** | 3-7 named steps, each with 3-5 checkbox items (15-25 total) + Quick Reference table | Checkbox items start with action verbs |
| **Cheat Sheet** | Quick Reference Table (5-15 rows: Category / What to Do / Example) + 3-7 Rules + Common Mistakes | Scannable table is the centerpiece |
| **Mini-Guide** | Named framework with 3 parts (2-3 paragraphs each) + Real-World Example walkthrough | Framework gets a memorable label |
| **Template** | Usage instructions (3-5 bullets) + blank template with labeled fields + filled-in example | Filled example shows what "done" looks like |
| **Swipe File** | Usage instructions + 3-5 categories, each with 2-4 examples and "Why it works" notes | Always add "adapt to your voice, never copy verbatim" |

### Example Lead Magnet Content — "The Ultimate Content Repurposing Checklist"

```
# The Ultimate Content Repurposing Checklist

## Who This Is For
Solo content creators who publish on 2+ platforms and want to stop writing
everything from scratch every single week.

## The Checklist

### Step 1: Pick Your Source Piece
- [ ] Choose your best-performing content from the last 30 days (highest
      engagement, most saves, most replies)
- [ ] Confirm the core idea can be explained in one sentence
- [ ] Identify at least 3 supporting points, stats, or examples in the piece

### Step 2: Extract the Building Blocks
- [ ] Write down the ONE big takeaway in a single sentence
- [ ] Pull out 3-5 standalone quotes or bold claims
- [ ] List every specific tip, step, or tactic mentioned
- [ ] Note any stories, anecdotes, or case studies

### Step 3: Repurpose to Each Platform
- [ ] Twitter/X: Turn the big takeaway into a hook tweet, supporting points
      into a thread (5-8 tweets)
- [ ] LinkedIn: Write a 150-250 word post opening with a counterintuitive
      hook, ending with a question
- [ ] Instagram: Pull the boldest quote for a carousel cover, use tips
      as carousel slides (5-7 slides)
- [ ] Email: Write a personal intro (2 sentences), share the core insight,
      end with one CTA
- [ ] Short-form video: Record a 30-45 second script — hook, one key point,
      CTA

### Step 4: Schedule and Stagger
- [ ] Post the Twitter thread first (Day 1)
- [ ] Post LinkedIn the next morning (Day 2)
- [ ] Send the email on Day 3
- [ ] Post Instagram carousel on Day 4
- [ ] Post video on Day 5

## Quick Reference
| Platform | Format | Length | Post Order |
|----------|--------|--------|-----------|
| Twitter/X | Thread | 5-8 tweets | Day 1 |
| LinkedIn | Text post | 150-250 words | Day 2 |
| Email | Newsletter | 200-300 words | Day 3 |
| Instagram | Carousel | 5-7 slides | Day 4 |
| Video | Short-form | 30-45 seconds | Day 5 |

## What to Do Next
Want the full system? Join the Content Systems newsletter for weekly
repurposing breakdowns and templates: [newsletter link]
```

**GATE: Present the lead magnet content to the user. Do not proceed to Phase 3 until the user approves or requests changes.**

---

## Phase 3: Write the Landing Page Copy

Write the opt-in page copy that convinces visitors to download the lead magnet. This page has one job: get the email address.

### Landing Page Copy Structure

Every landing page needs these seven elements in this order:

#### 1. Headline (Benefit-Driven)

The headline must answer: "What will I get, and what will it do for me?"

**Formula options (pick one):**

| Formula | Structure | Example |
|---------|-----------|---------|
| **The [Specific] [Type]** | The [adjective] [type] for [audience] | The 23-Point Content Repurposing Checklist for Solo Creators |
| **How to [Result] Without [Pain]** | How to [desired outcome] without [thing they hate] | How to Post on 5 Platforms Without Writing 5 Pieces of Content |
| **Stop [Pain]. Start [Gain].** | Stop [frustration]. Start [desired state]. | Stop Creating From Scratch. Start Repurposing Like a Pro. |
| **Get [Result] in [Timeframe]** | Get [specific outcome] in [believable time] | Get a Week of Content in 60 Minutes |

**Default:** Use "The [Specific] [Type]" formula. It is the most reliable and works for every lead magnet type.

#### 2. Subheadline

One sentence that adds specificity or addresses the reader's situation directly.

**Example:** "A step-by-step checklist that turns one piece of content into a full week of posts across Twitter, LinkedIn, Instagram, email, and video."

#### 3. Benefit Bullets (3-5)

Each bullet follows the format: **[Feature]** so you can **[benefit]**

**Rules:**
- Start every bullet with a checkmark or arrow
- Lead with the tangible thing they get, follow with the outcome
- At least one bullet should address a specific fear or frustration
- At least one bullet should include a number

**Example bullets for the Content Repurposing Checklist:**

```
-> A 23-step checklist covering every platform so you never stare at
   a blank screen wondering what to post

-> The exact posting order and timing that maximizes cross-platform
   reach (tested across 50+ creators)

-> Platform-specific formatting rules so every post looks native,
   not copy-pasted

-> A "building blocks" extraction method that turns one blog post
   into 5 pieces in under 60 minutes

-> The 4 content elements worth repurposing (and the 3 you should
   never reuse)
```

#### 4. CTA Button Text

The button text must describe what happens when they click, not just say "Submit."

**Strong CTA examples:**
- "Send Me the Checklist"
- "Get the Free Cheat Sheet"
- "Download the Template"
- "Send It to My Inbox"

**NEVER use:** "Submit," "Sign Up," "Subscribe," or "Click Here"

#### 5. Objection Handler

Place this directly below the CTA. Address the #1 reason someone would hesitate.

**Common objections and handlers:**

| Objection | Handler |
|-----------|---------|
| "Is this actually free?" | "100% free. No credit card required. Just enter your email and it lands in your inbox in under 60 seconds." |
| "Will I get spammed?" | "You will receive the [resource] and occasional tips on [topic]. Unsubscribe with one click anytime." |
| "Is this just basic stuff I already know?" | "This is the exact [process/framework] used by [credibility proof]. Not theory — actionable steps you can use today." |
| "I do not have time for this" | "The entire [resource] takes under [X] minutes to read. Most people implement the first tip the same day." |

**Default:** Use the "Will I get spammed?" handler. It is the most universal objection for email opt-ins.

#### 6. Social Proof Placeholder

Include a section for social proof with clear placeholders the user can fill in later.

```
## Social Proof (fill in before publishing)

Option A — Testimonial:
"[Quote from someone who used the content/method]" — [Name], [Title/Context]

Option B — Number proof:
"Downloaded by [X]+ [audience type]" or "Join [X]+ [audience] who..."

Option C — Authority proof:
"Featured in [publication]" or "From the creator of [known thing]"
```

**Recommend Option B** if the user has any existing audience. Even "Join 200+ content creators" is more persuasive than no social proof.

#### 7. Repeat CTA

After social proof, repeat the CTA button and email field. Visitors who scroll need a second chance to convert without scrolling back up.

### Example Landing Page Copy — "The Ultimate Content Repurposing Checklist"

```
## Landing Page Copy

### Headline
The 23-Point Content Repurposing Checklist for Solo Creators

### Subheadline
A step-by-step checklist that turns one piece of content into a full
week of posts across Twitter, LinkedIn, Instagram, email, and video —
in under 60 minutes.

### Benefit Bullets
-> A 23-step checklist covering every platform so you never stare at
   a blank screen wondering what to post

-> The exact posting order and timing that maximizes cross-platform
   reach (tested across 50+ creators)

-> Platform-specific formatting rules so every post looks native,
   not copy-pasted

-> A "building blocks" extraction method that turns one blog post
   into 5 pieces in under 60 minutes

-> The 4 content elements worth repurposing (and the 3 you should
   never reuse)

### CTA Button
[Send Me the Checklist]

### Email Field Label
Your best email address

### Objection Handler
You will receive the checklist and occasional content repurposing
tips. Unsubscribe with one click anytime. No spam, no fluff.

### Social Proof
Downloaded by [X]+ solo content creators.
[OR]
"This checklist saved me 6 hours a week. I went from posting once
to posting daily across 3 platforms." — [Name], [Role]

### Repeat CTA
Ready to stop creating from scratch?
[Send Me the Checklist]
```

### Example Landing Page Copy — "The Client Onboarding Cheat Sheet"

```
## Landing Page Copy

### Headline
The Client Onboarding Cheat Sheet for Freelancers and Small Agencies

### Subheadline
A one-page reference guide with the exact steps, scripts, and
timelines that cut onboarding from weeks to days — so new clients
feel handled from day one.

### Benefit Bullets
-> The 7-step onboarding sequence that eliminates scope creep
   before it starts

-> Word-for-word welcome scripts for email, Slack, and kickoff
   calls so you never wing the first impression

-> A timeline template that sets clear milestones for the first
   30 days (clients know exactly what to expect and when)

-> The 3 onboarding mistakes that cause 80% of client churn —
   and how to avoid all of them

-> A ready-to-send onboarding questionnaire that captures
   everything you need in one pass

### CTA Button
[Get the Free Cheat Sheet]

### Email Field Label
Enter your email

### Objection Handler
The entire cheat sheet takes 5 minutes to read. Most freelancers
implement the first fix the same day. 100% free — no credit card,
no strings.

### Social Proof
Used by [X]+ freelancers and agency owners to onboard clients
faster.
[OR]
"I went from a 3-week onboarding mess to a 4-day system. This
cheat sheet was the starting point." — [Name], [Agency Name]

### Repeat CTA
Stop losing clients in the first 30 days.
[Get the Free Cheat Sheet]
```

**GATE: Present the landing page copy to the user. Do not finalize until the user approves the headline, bullets, CTA, and objection handler.**

---

## Phase 4: Deliver

Write both the lead magnet content and the landing page copy to files.

### File Output Structure

```
lead-magnet-output/
├── lead-magnet-content.md      # The actual downloadable resource
└── landing-page-copy.md        # The opt-in page copy
```

### Delivery Steps

1. **Write the lead magnet content** to `lead-magnet-output/lead-magnet-content.md`
2. **Write the landing page copy** to `lead-magnet-output/landing-page-copy.md`
3. **Present the pre-delivery checklist** and confirm every item passes

### Pre-Delivery Checklist

```
## Pre-Delivery Checklist

### Lead Magnet Content
- [ ] Solves ONE specific problem (not three vague ones)
- [ ] Under 3 pages / consumable in under 10 minutes
- [ ] Every item starts with an action verb
- [ ] Includes a quick win in the first 3 items
- [ ] "What to Do Next" section points to the desired action
- [ ] No filler paragraphs or throat-clearing introductions
- [ ] Would be useful even without the paid offer

### Landing Page Copy
- [ ] Headline names a specific benefit, not a vague promise
- [ ] Subheadline adds specificity (number, timeframe, or audience)
- [ ] 3-5 benefit bullets follow the "feature so you can benefit" format
- [ ] CTA button text describes the action (not "Submit" or "Sign Up")
- [ ] Objection handler addresses the #1 hesitation
- [ ] Social proof section is included (even as placeholder)
- [ ] Repeat CTA appears below social proof
- [ ] No hype words: "revolutionary," "game-changing," "secret"
- [ ] Tone matches the strategy brief
```

---

## Anti-Patterns

**NEVER do these when creating lead magnets or landing page copy:**

- **Making the lead magnet too long.** A 20-page PDF is not a lead magnet — it is an ebook nobody finishes. Keep it to 1-3 pages. The goal is a quick win, not a comprehensive course.
- **Gating generic content.** If someone can find the same information in the first Google result, it is not worth an email address. The lead magnet must offer a specific framework, process, or curated resource that saves real time.
- **Writing vague landing copy.** "Download our free guide to grow your business" converts at 2%. "The 23-Point Checklist That Turns One Blog Post Into a Week of Content" converts at 15%+. Specificity is the difference.
- **Using multiple CTAs on the landing page.** The page has one job: collect the email. No "follow us on Twitter," no "check out our blog," no navigation menu. One CTA, repeated twice.
- **Skipping the objection handler.** Every visitor has a reason not to opt in. If you do not address it, they leave. The objection handler is not optional.
- **Writing the lead magnet for everyone.** "A guide for entrepreneurs" is too broad. "A checklist for solo content creators publishing on 2+ platforms" speaks directly to one person. The narrower the audience, the higher the conversion.
- **Promising the paid offer in the free resource.** The lead magnet should be valuable on its own. Readers should think "this was genuinely useful" — not "this was a 3-page sales pitch disguised as a checklist."
- **Using hype language in the copy.** Words like "revolutionary," "game-changing," "the secret to," and "unlock your potential" are empty. Use specific language: numbers, timeframes, concrete outcomes.

---

## Recovery

- **User does not know their topic or pain point:** Ask them three questions: (1) What do you sell or offer? (2) What question does your audience ask you most often? (3) What is the first thing you help a new client/customer do? The answers will surface the lead magnet topic.
- **User cannot choose a lead magnet type:** Default to a checklist if the topic involves a process or sequence of steps. Default to a cheat sheet if the topic is reference material or "rules to follow." Provide the type recommendation with a one-sentence rationale.
- **Lead magnet content feels too thin:** Add a "Common Mistakes" section or a "Quick Reference Table" to increase perceived value without adding length. Tables and mistake lists are high-value, low-word-count additions.
- **Landing page copy feels generic:** Go back to the strategy brief and check if the pain point is specific enough. If the pain point is "grow my business," narrow it to "get 3 new clients this month without cold calling." Specificity in the brief creates specificity in the copy.
- **User wants a longer resource (5+ pages):** Redirect to a mini-guide format, but warn that anything over 3 pages reduces completion rates. Recommend breaking the content into a 1-page cheat sheet as the lead magnet and offering the full guide as a follow-up email sequence.
- **If 3 attempts at the headline fail to satisfy the user:** Stop iterating and ask the user to describe their ideal headline in their own words, even if it is rough. Polish their version rather than generating from scratch.
