What it does
Plans and scopes lead magnets that match buyer stage: checklists and cheat sheets for awareness, comparison templates and assessments for consideration, implementation guides and free trials for decision. Covers format choice, gating strategy, landing page structure, and the nurture sequence that makes the capture worth something.
Use it when email list growth has plateaued, when a content piece deserves a gated companion, or when the current "download our ebook" offer is converting under 15% on warm traffic. Also use it to kill lead magnet ideas that sound good but don't match any real buyer question.
Outputs format recommendation with rationale, content outline, gating and form plan, distribution map, and measurement plan with benchmarks. Pairs with `free-tool-strategy` (interactive alternatives), `email-sequence` (the nurture after capture), and `form-cro` (optimizing the capture form).
Related skills
/copywriting
Write landing pages that convert. Clear beats clever, specific beats vague, customer language beats company language.
/email-sequence
Nurture, onboard, re-engage, and win back with sequences built around one job per email.
/free-tool-strategy
Build a useful tool, give it away, earn links and leads that retarget beats on every metric.
/paid-ads
Strategy, structure, targeting, and bidding across Google, Meta, LinkedIn, X, TikTok. Not just "boost this post."
/popup-cro
Popups that convert without making people hate the site. Trigger, timing, value, and a clean exit.
/product-marketing-context
Capture positioning once so every other marketing skill stops asking the same questions.