lead-magnet-builder
Use this skill when you need a B2B lead magnet that attracts real buyers, not just downloads: "create a lead magnet", "what should we gate", "ideas for a free resource", "build a template or calculator for lead gen". Chooses the format (template, checklist, calculator, benchmark report, swipe file, mini course, free tool) from the buyer's problem and intent, outlines and drafts it, writes the landing page and the follow-up sequence, and sets how to tell good leads from freebie hunters.Use this when you need a reason for buyers to raise their hand. The best lead magnets solve one small, urgent part of the buyer's problem and lead naturally to the bigger part your product solves.
Inputs
- Persona, their problem and the job they are trying to do.
- The product and where it fits in that job.
- Where the magnet will be promoted (LinkedIn, ads, SEO, outbound).
The play
1. Pick the format by intent
| Format | Works when | Example |
|---|---|---|
| Template | The buyer has to produce something | "Mutual action plan template" |
| Checklist | The buyer fears missing something | "Cold email deliverability checklist" |
| Calculator or free tool | The buyer needs a number or a quick result | "Sending capacity calculator" |
| Benchmark report | The buyer wants to compare themselves | "Outbound reply rates by industry" |
| Swipe file | The buyer wants examples to copy | "50 cold emails that got replies" |
| Mini course | The buyer needs a skill, over days | "5-day LinkedIn outreach course" |
2. Pass the bridge test
Using the magnet should make the buyer more likely to need your product. A deliverability checklist for a sending tool passes; a generic productivity ebook does not.
3. Draft it
Specific and usable in under 30 minutes. One problem, solved well. Include real examples and numbers.
4. Write the landing page
Headline with the outcome, three bullets of what is inside, a preview image or sample, a short form (email, and maybe company), and a thank-you page with a useful next step.
5. Write the follow-up
Three to five emails: deliver the asset, a tip for using it, a related story, then a soft invitation to the product. Route leads by fit: ICP leads with high-intent actions go to sales; the rest stay in nurture.
6. Decide gating
Gate when the asset is substantial and the audience is qualified; leave ungated (and capture with a softer ask) when reach and SEO matter more. Many teams gate the editable version and publish the preview openly.
What good looks like
- Downloaders are mostly ICP buyers.
- The magnet is used, not just downloaded: templates get filled in, calculators get run.
- The follow-up gets replies, not only unsubscribes.
- The common mistake is a 40-page ebook nobody finishes, gated behind a 9-field form.
Rules
- MUST make the asset genuinely useful on its own.
- MUST tell people what they will receive and how often they will hear from you, and honour unsubscribes.
- NEVER pass downloaders to sales as "hot leads" without fit and intent.
- NEVER use other companies' data or content without permission.
Example prompts
- "Give me 10 lead magnet ideas for selling to heads of RevOps, ranked."
- "Build a 'cold email deliverability checklist' lead magnet with landing page and follow-ups."
- "Turn our benchmark data into a gated report."