# Lead Magnets

> Plan and optimize lead magnets for email capture and lead generation. Use when designing gated content, checklists, templates, downloadable resources, or other offers that convert visitors into subscr

- Skill: `ranbot-ai/lead-magnets` (Agent Skill)
- Install (CLI): `npx skillmds add ranbot-ai/lead-magnets`
- Raw SKILL.md: https://api.skillmd.com/api/skills/ranbot-ai/lead-magnets/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Productivity
- Author: ranbot-ai (https://skillmd.com/u/ranbot-ai)
- Updated: 2026-09-08
- Page: https://skillmd.com/skills/ranbot-ai/lead-magnets

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# 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.

## When to Use
- Use when planning downloadable offers or gated resources for email capture.
- Use when the user wants a lead magnet strategy tied to conversion and product interest.
- Use when deciding what to give away, not just writing the asset itself.

## 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

| 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](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-tool-strategy**) |

---

## 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**