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Source: business/marketing/campaigns/30-day/wip/pipeline-skills-bundle/02-v2-the-lead-magnet-builder.md

name: "The Lead Magnet Builder v2" description: | Build a complete, ready-to-deploy lead magnet — not just the concept, the actual finished product. The skill runs a conversation about your expertise and your ideal client's problems, selects the right format, and then WRITES the entire lead magnet: every section, every point, every word. You walk away with a finished document you can upload, share, or put behind an opt-in page today.

Triggers:

The Lead Magnet Builder

Build the actual lead magnet. Not a plan for one. The finished thing.

Core Principle

A lead magnet is a trade. Your prospect gives you their contact information. You give them something that solves a real problem — fast. The lead magnets that work in professional services share three traits: they address a specific, urgent problem; they deliver a usable result in under 10 minutes; and they make the reader think "if the free thing is this good, what does the paid version look like?"

This skill doesn't produce a brief or an outline for you to write later. It produces the finished lead magnet — every section written, every point made, every word on the page. You walk away with a document you can deploy today.

What This Skill Does

You have a conversation about your expertise and your ideal client's problems. The skill asks questions, you answer. Then it builds the complete lead magnet — not a plan, the actual finished product.

Job 1: Problem Mining. Identify the specific, urgent problem your ideal clients face that you can solve partially with a free resource. In their language, not yours.

Job 2: Format Selection. Determine the right format — checklist, scorecard, template, guide, assessment, swipe file, decision framework — based on the problem, your expertise, and how much time your prospect will spend.

Job 3: Build the Lead Magnet. Write the entire thing. Every section, every heading, every bullet point, every explanation. Complete and ready to use. Not an outline with "fill in details here." The actual content.

Job 4: Build the Opt-In Copy. Write the headline, subhead, bullets, and CTA for the page where people download it.

How This Skill Works

Two phases. Phase 1 is a conversation — the skill gathers what it needs. Phase 2 is the build — the skill produces the finished lead magnet and the opt-in copy.

The approach: Conversational in Phase 1. One question at a time. Then the skill goes quiet and builds. When it comes back, you have the finished product to review.

Best practice: Dictate. Use voice input. You'll describe your clients' problems more naturally when you talk. The skill captures your language and uses it in the lead magnet.

Time: 15-20 minutes of conversation. Then review and approval.

Dependency: Works best if you've completed The Positioning Skill first. If not, the skill will ask you to describe your ideal client during the conversation.

Phase 1: The Conversation

Block 1: The Problems Your Clients Face

Question 1.1: What are the top 3 problems or frustrations your ideal clients have BEFORE they hire you? Not the technical problems you solve — the ones they actually feel. What do they complain about? What keeps them up?

Follow-up rule: If answers are too technical, ask: "How would your client describe this to a friend? Not the professional version — the version they'd say at dinner."

Question 1.2: What questions do you get asked over and over — on calls, at events, in emails? The ones where you think "I answer this 10 times a month."

Follow-up rule: Get at least 3. If fewer: "Think about the last 5 prospect conversations. What did they ask?"

Question 1.3: Of those problems and questions — which one is most urgent? The one where they need an answer NOW. The one that creates enough discomfort to stop scrolling and click.

Block 2: The Quick Win

Question 2.1: Think about the first thing you do when a new client starts. The initial assessment, the first deliverable, the diagnostic step. Is there a simplified version of that first step you could give away — something that gives them a partial answer or shows them where they stand?

Follow-up rule: If they resist: "You're not giving away the solution. You're giving them the diagnosis. A doctor who explains your symptoms doesn't lose the surgery."

Question 2.2: Do you have a tool, template, checklist, or framework you use internally — something you built for yourself — that your clients would find valuable?

Follow-up rule: If they say no: "Do you have a spreadsheet? A list of questions you always ask? A decision framework? A set of criteria? Most practice owners have something — they just don't think of it as a product."

Question 2.3: If you could give a prospect one piece of knowledge — one insight, one calculation, one assessment — that would make them realize they need professional help, what would it be?

Block 3: Format and Scope

Question 3.1: How much time would your ideal client spend on a free resource? Be honest. Are they the type to read 10 pages, or do they need something they can use in 5 minutes?

Question 3.2: Which format feels right for what you described?

Follow-up rule: If unsure, recommend based on Block 2. Checklists and scorecards convert highest for professional services — they deliver a result immediately.

Question 3.3: Based on everything you've told me, here's what I think the lead magnet should cover: [summarize]. Does that feel right, or should we narrow it?

Block 4: Language and Specifics

Question 4.1: What is the single biggest promise this lead magnet makes? A specific outcome. "You'll know exactly how much you're overpaying." "You'll have a list of the 5 gaps in your plan." "You'll know if your business is ready."

Question 4.2: What words does your ideal client use to describe this topic? Their everyday language, not your professional terminology.

Question 4.3: Is there a number that makes this concrete? "The 7-Point Checklist." "The 5 Questions." "The 3 Mistakes." What's the natural number?

Question 4.4: Give me 2-3 examples from your real experience that I can reference in the lead magnet. Client situations, common mistakes you see, results you've produced. These don't need names — just the scenario and what happened.

Phase 2: The Build

After Phase 1, the skill builds the complete lead magnet. Not an outline. The finished document.

What gets built:

  1. The lead magnet itself — every section written in full. Every heading, every point, every explanation, every example. If it's a checklist, every item is written with context. If it's a scorecard, every question is written with scoring criteria. If it's a guide, every section is written as complete prose. The practice owner should be able to read it, approve it, and deploy it without writing a single additional word.
  1. The opt-in page copy — headline, subhead, 3-4 bullet points, CTA button text.
  1. Two alternative concepts — brief descriptions in case the primary concept doesn't feel right, ranked by likely conversion.

Rules

  1. One question at a time in Phase 1. Never stack questions.
  2. Use their language. The lead magnet must use the words their clients use, not professional jargon.
  3. The 5-minute test. The prospect must get value within 5 minutes of opening it. If it takes longer, it's too complex.
  4. One problem, one promise, one format. Don't let it cover multiple topics.
  5. Write the whole thing. No "add your own examples here." No "[insert details]." No "expand on this section." Every word is written. The only thing the practice owner does is review and approve.
  6. Real examples. Use the examples they gave in Question 4.4 (anonymized). Specifics make it credible. Generic advice makes it forgettable.
  7. The bridge must be natural. The closing section that leads to a conversation should feel like the logical next step, not a sales pitch bolted onto a free resource.
  8. Show before saving. Present the complete lead magnet. Get approval. Make changes. Then save.

Session Flow

START
  |
  +-- Introduction: what we're building and how
  +-- Dependency check: Positioning Skill completed?
  |
  +-- Phase 1: The Conversation
  |     Block 1: Problems (Q1.1-1.3)
  |     Block 2: Quick Win (Q2.1-2.3)
  |     Block 3: Format and Scope (Q3.1-3.3)
  |     Block 4: Language and Specifics (Q4.1-4.4)
  |
  +-- Phase 2: The Build
  |     Build complete lead magnet
  |     Build opt-in page copy
  |     Build 2 alternative concepts
  |
  +-- Present for review
  |     "Here's the finished lead magnet. Read it. Is this something
  |      you'd be proud to give away?"
  |     Revise until approved
  |
  +-- Save as lead-magnet.md
END

Output Format

The output is a single markdown file containing the FINISHED lead magnet — not a brief, not an outline.

# [Lead Magnet Title]

*[Subtitle or promise line]*

---

[The complete lead magnet content goes here. Every section fully written.
The format depends on what was selected in Block 3:]

[IF CHECKLIST:]
## [Checklist Title]

### 1. [Item Name]
[2-3 sentences explaining what this means, why it matters, and how to check it. Specific to their industry and client type. Includes a real example or common scenario.]

- [ ] [The specific action or check]

### 2. [Item Name]
[2-3 sentences. Specific. Real example.]

- [ ] [The specific action or check]

[Continue for all items — typically 5-10. Each one fully written.]

[IF SCORECARD/ASSESSMENT:]
## [Assessment Title]

**Instructions:** [How to take the assessment. How long it takes. What the score means.]

### Question 1: [Question text]
- (A) [Answer option] — [X] points
- (B) [Answer option] — [X] points
- (C) [Answer option] — [X] points

[Continue for all questions — typically 7-15.]

## Your Score

| Score Range | What It Means | What to Do |
|-------------|---------------|------------|
| [X-Y] | [Interpretation — specific, honest, useful] | [Specific next step] |
| [X-Y] | [Interpretation] | [Next step] |
| [X-Y] | [Interpretation] | [Next step] |

[IF GUIDE:]
## [Guide Title]

### [Section 1 Title]
[Complete prose — 2-4 paragraphs. Teaches one concept. Uses a real example. Ends with an actionable takeaway.]

### [Section 2 Title]
[Complete prose. Different concept. Different example. Actionable takeaway.]

[Continue for all sections — typically 3-7.]

[IF TEMPLATE:]
## [Template Title]

**Instructions:** [How to use the template. What to fill in. How long it takes.]

### [Section 1]
[Pre-written content with specific blanks to fill:]

[Your _____________ ] (e.g., [example of what goes here])

[Continue with every section of the template written out.]

[ALL FORMATS END WITH:]

---

## What This Tells You

[1-2 paragraphs interpreting what they just learned. Honest. Not alarmist. Not salesy. Just: "here's what this means for your practice."]

## The Next Step

[A natural bridge to a conversation. Not "buy my thing." Something like: "If you scored below X, or if you found 3+ gaps, it's worth a conversation. I do a free [diagnostic/consultation/assessment] for [type of practice owner]. Here's how to set one up: [placeholder for link or contact info]"]

---

*[Lead magnet title] — Built by [Practice Owner Name], [Practice Name]*
*[One-line positioning statement from Skill 1]*

Opt-In Page Copy

## Opt-In Page

**Headline:** [Under 15 words. Clear, specific, benefit-driven.]

**Subhead:** [Under 25 words. Adds specificity or addresses an objection.]

**Bullets:**
- [Benefit 1 — what they'll learn, get, or be able to do]
- [Benefit 2]
- [Benefit 3]
- [Benefit 4 if applicable]

**CTA Button:** [Not "Submit." Something like "Get the Checklist" or "See My Score" or "Download the Guide"]

**Below the fold:** [One sentence about who this is for — qualifies the reader]

Alternative Concepts

### Concept B: [Title]
- **Format:** [Type]
- **Promise:** [One sentence]
- **Why it could work:** [1-2 sentences]
- **Likely conversion vs. Concept A:** [Higher/Lower and why]

### Concept C: [Title]
- **Format:** [Type]
- **Promise:** [One sentence]
- **Why it could work:** [1-2 sentences]
- **Likely conversion vs. Concept A:** [Higher/Lower and why]

What Makes This Different

Most lead magnet tools give you ideas or outlines. This skill writes the finished product. You don't stare at a blank page after the conversation. You review a complete document and decide if it's ready to deploy. The conversation gathers the raw material — your expertise, your examples, your client language. The skill does the writing. Your job is to approve it, not produce it.

Built by Kathryn Brown — Practice Builders