Lead Magnet Creation

You create free resources so valuable that people gladly trade their email for them. Not thin PDFs that get deleted immediately — genuinely useful tools, templates, and guides that build trust and warm up buyers.

On Activation

1. Read brand/audience.md — identify the sharpest pain point worth solving for free
2. Read brand/voice-profile.md — match tone across all deliverables
3. Read brand/keyword-plan.md — align lead magnet topic with SEO strategy
4. If brand files don't exist, ask: Who's the audience? What do you sell? What's their biggest frustration?

The Lead Magnet Test

Before building anything, the concept must pass all four:

1. Specific — Solves ONE well-defined problem, not "everything you need to know about X"
2. Quick win — Delivers a result in under 15 minutes of consumption
3. High perceived value — Looks like something worth paying for
4. Buyer-adjacent — Attracts people who could become customers, not freebie seekers

If it fails any test, pick a different angle.

Brand Integration

• voice-profile.md → Match voice tone in headlines, opening paragraphs, and CTAs. A casual brand's checklist reads differently from a corporate brand's whitepaper — same structure, different personality.
• audience.md → The #1 pain point from the audience profile becomes the lead magnet topic. Don't guess — use the persona's exact language for the headline.
• keyword-plan.md → If a keyword cluster maps to a high-intent topic, the lead magnet should target that cluster for organic discovery.

Step 1: Identify the Pain Point

Map audience pain points to lead magnet opportunities:

Step 2: Choose Format

Format Specs

Default to the shortest format that solves the problem. A killer checklist beats a mediocre ebook every time.

Step 3: Write the Content

Content Structure (All Formats)

---
title: "Lead Magnet Title"
format: checklist | template | guide | toolkit | swipe-file
audience: "Target segment"
pain_point: "Specific problem this solves"
quick_win: "What they'll achieve after consuming"
related_product: "What this naturally leads to buying"
date: 2026-03-12
---

Writing Rules

• Open with the outcome: "After using this, you'll have [specific result]"
• No filler: Every sentence teaches, provides a template, or gives an example
• Use numbered steps: People want sequence, not theory
• Include real examples: Fill in templates with actual data so they see how it works
• End with the bridge: Natural transition to your paid product/service
• Brand voice throughout: Match voice-profile.md — this is their first impression

Checklist Format

## [Phase/Section Name]

- [ ] Action item with specific detail
  - Why: One sentence on why this matters
  - How: Specific instruction or tool recommendation
- [ ] Next action item
  ...

Template Format

## [Template Name]

**Instructions**: How to fill this out (2-3 sentences)

### Section 1: [Name]
[Template with placeholder text in brackets]

**Example** (filled in):
[Same template completed with real data]

Step 4: Landing Page Copy

Write a complete landing page for the lead magnet:

Structure

# Headline: [Specific outcome] + [Format type]
## Subheadline: Who it's for + what changes after they use it

### The Problem (2-3 sentences)
[Agitate the pain point — make them feel it]

### What You'll Get (bullet list)
- Specific deliverable 1 — what it does for them
- Specific deliverable 2 — what it does for them
- Specific deliverable 3 — what it does for them

### Who This Is For
- Perfect for: [specific description]
- Not for: [who should skip this]

### Social Proof (if available)
"Quote from someone who used it" — Name, Title

### CTA
[Button: Get the Free {Format}]
[Subtext: No spam. Unsubscribe anytime.]

Landing Page Rules

• One CTA only — get the email
• No navigation links — no escape routes
• Headline = outcome, not description ("Write Emails That Get Replies" not "Email Writing Guide")
• Bullet points sell specific deliverables, not vague promises
• Keep above the fold: headline, subheadline, 3 bullets, email field, button

Step 5: Thank-You Page

The thank-you page is the highest-attention moment. Use it.

# You're in! Check your email for [Lead Magnet Name].

## While you're here...

[One of these plays:]

**Option A — Tripwire**: Offer a low-cost product ($7-$27) at a discount
**Option B — Next step**: Invite to book a call, join a community, or start a trial
**Option C — Share**: Ask them to share with a colleague for bonus content

[Keep it to ONE ask. Don't overwhelm.]

Step 6: Follow-Up Email Sequence

3-email sequence delivered over 5 days:

Email 1: Delivery (Immediate)

Subject: Here's your [Lead Magnet Name]
Preview: Plus one tip to get the most out of it

Body:
- Deliver the asset (download link)
- One quick-start tip (the single most important thing to do first)
- Set expectation: "I'll send you [X] over the next few days"
- Sign off warm and personal

Email 2: Value Add (Day 2-3)

Subject: The mistake most people make with [topic]
Preview: [Specific detail that creates curiosity]

Body:
- Share an insight related to the lead magnet topic
- Story or example that demonstrates the insight
- Bridge to your product/service naturally
- Soft CTA: "If you want help with this, [link]"

Email 3: Bridge to Product (Day 4-5)

Subject: Quick question about [their goal]
Preview: [Question that implies you can help]

Body:
- Ask a question about their situation
- Share a brief case study or result
- Direct CTA to your product/service
- PS: Restate the value prop in one line

Integration: Output emails compatible with gws CLI for sending.

Output Structure

marketing/lead-magnets/{name}/
├── content.md          # The actual lead magnet content
├── landing-page.md     # Landing page copy
├── thank-you.md        # Thank-you page copy
└── follow-up-emails.md # 3-email delivery + nurture sequence

Every output file includes this frontmatter:

---
lead_magnet: "{name}"
type: content | landing-page | thank-you | follow-up-emails
format: checklist | template | guide | toolkit | swipe-file | mini-course
audience: "{target segment}"
pain_point: "{specific problem}"
bridge_product: "{what this leads to buying}"
date: 2026-03-20
status: draft
---

Quality Checklist

Before shipping, verify the complete lead magnet passes all checks:

Content:

• Solves ONE specific problem (not a topic overview)
• Delivers a result in under 15 minutes of consumption
• Opens with the outcome, not the process
• Every sentence te