Skill: staybased/lead-magnets (version 1.0.0)

# Lead Magnets — Free-to-Paid Conversion Framework Design lead magnets that attract qualified prospects and convert them to paying customers. Sources: Hormozi ($100M Leads), Funnelytics, BusySeed (500+ clients), LeadsPicker research. All outputs go to `workspace/artifacts/`. ## Use when - Creating a free resource to capture emails/leads - Designing a free-to-paid conversion funnel - Choosing what to give away vs. what to charge for - Building opt-in pages or gated content - Planning content marketing that drives revenue (not just traffic) ## Don't use when - Building paid products directly (use pricing-psychology skill instead) - Writing cold outreach (use cold-outreach skill) - Creating brand awareness content with no conversion goal - SEO content that shouldn't be gated ## Negative examples - "Write me a blog post" → No. Blog posts aren't gated lead magnets unless part of a funnel. - "Help me price my service" → No. That's pricing-psychology. - "Create a social media post" → No. That's content marketing, not lead capture. ## Edge cases - Free skill on ClawHub → YES. It's a lead magnet for premium bundles/consulting. - Free trial of SaaS → YES. Trials are lead magnets with built-in conversion mechanics. - Webinar → YES. Live events are high-converting lead magnets (avg 20-40% attendance, 2-5% conversion to paid). - Newsletter → Borderline. Only if each issue delivers standalone value. Generic newsletters are not lead magnets. --- ## Hormozi's Lead Magnet Principle From $100M Leads: A lead magnet solves a **specific, narrow problem** for free, so well that the prospect thinks: *"If the free stuff is this good, the paid stuff must be incredible."* ### The Critical Rule Your lead magnet must solve ONE step of a multi-step problem. It provides a quick win but reveals a bigger need that your paid offer addresses. **Example chain:** - Lead magnet: "5 SMS Templates That Book Massage Clients" (free, immediately useful) - Reveals: "But I still need to automate sending these..." (the gap) - Paid offer: Full SMS automation service at $149/mo (fills the gap) ### What Makes a Lead Magnet Convert **3 Core Principles (Funnelytics):** 1. **Immediate Value** — Must deliver a result they can use NOW. No 30-page PDFs that feel like homework. Quick wins build trust fast. 2. **Trust Signals** — Include proof: "Used by 500+ agents," testimonials, your real name/photo, specific results. People hesitate without proof. 3. **Relevance to Their Current Pain** — Match what they're struggling with RIGHT NOW, not what they might need someday. Specificity converts; generality doesn't. --- ## The 7 Lead Magnet Types (Ranked by 2025-26 Effectiveness) ### 1. Templates & Plug-and-Play Tools ⭐⭐⭐⭐⭐ **Why they work:** Zero effort required. Download → use → get result. **Conversion rate:** Highest among all types. **Examples:** - Funnel templates, email templates, spreadsheet calculators - Config files, code snippets, workflow recipes - "Agent Starter Kit" for OpenClaw (our play) **For us:** Free OpenClaw AGENTS.md + SOUL.md template → leads to premium Agent Family Kit. ### 2. Interactive Quizzes / Assessments ⭐⭐⭐⭐⭐ **Why they work:** Personalized results + instant gratification. Users invest time answering = higher commitment. **Conversion rate:** BusySeed client saw 68% increase in opt-ins replacing static PDF with quiz. **Examples:** - "Which AI automation fits your business?" - "Rate your agent's security posture" - "What's your outreach style?" **For us:** "Is your OpenClaw agent secure?" quiz → leads to prompt-guard + ops-hygiene skills. ### 3. ROI / Cost Calculators ⭐⭐⭐⭐ **Why they work:** Quantifies the value of your solution in their specific numbers. **Conversion rate:** One company attributed 45% of total revenue to a single calculator (BusySeed/Palisade Fence case study). **Examples:** - "How much are missed calls costing your business?" - "Calculate your AI automation ROI" **For us:** "Missed call cost calculator" for massage/service businesses → leads to Alfred-style automation. ### 4. "What NOT To Do" Lists ⭐⭐⭐⭐ **Why they work:** Pattern interrupt. Most content says what TO do. Mistake lists create urgency ("Am I making these?"). **Conversion rate:** High open rates + shares because they trigger loss aversion. **Examples:** - "7 Mistakes Killing Your OpenClaw Agent's Performance" - "5 Cold Email Errors That Get You Blacklisted" ### 5. Mini-Courses / Email Sequences ⭐⭐⭐ **Why they work:** Drip value over days, building relationship. Each email is a touchpoint. **Conversion rate:** Lower initial opt-in, but higher eventual purchase rate. **Examples:** - "5-Day Agent Masterclass" (one lesson per email) - "Build Your First n8n Automation in 3 Days" ### 6. Checklists & Cheat Sheets ⭐⭐⭐ **Why they work:** Simple, actionable, easy to consume. **Conversion rate:** Good for top-of-funnel, but lower conversion to paid unless the checklist reveals gaps. **Examples:** - "OpenClaw Security Hardening Checklist" - "Pre-Launch Automation Checklist" ### 7. Webinars / Live Demos ⭐⭐⭐ **Why they work:** Highest trust-building format. Real-time Q&A. Personality sells. **Conversion rate:** 20-40% attendance rate, 2-5% conversion to paid (LeadsPicker). **Note:** Requires scheduling, live presence, and recording infrastructure. --- ## Lead Magnet Design Checklist Before publishing any lead magnet, verify: - [ ] **Solves ONE specific problem** (not "everything about X") - [ ] **Delivers value in under 5 minutes** (or first email) - [ ] **Has a clear next step** → your paid offer - [ ] **Title is benefit-driven** ("Get X" not "Learn about X") - [ ] **Trust signal present** (testimonial, number of users, case study) - [ ] **Matches audience's awareness level:** - Unaware → "What NOT to do" list (educate on the problem) - Problem-aware → Template/calculator (solve it partially) - Solution-aware → Demo/case study (prove your solution works) - [ ] **Opt-in friction is minimal** (name + email only, no 10-field forms) - [ ] **Mobile-friendly** (50%+ of opt-ins happen on mobile) - [ ] **Thank-you page sells the next step** (don't waste this page) --- ## Free → Paid Conversion Architecture ``` LEAD MAGNET (free, specific, immediate value) ↓ OPT-IN (email captured) ↓ DELIVERY + QUICK WIN (they use it, get result) ↓ NURTURE SEQUENCE (3-5 emails, more value, build trust) ↓ BRIDGE (reveal the bigger problem your paid offer solves) ↓ OFFER (paid product/service, positioned as obvious next step) ``` **Key insight:** The lead magnet ISN'T the sale. It's the first date. The nurture sequence builds the relationship. The offer is the proposal. Don't propose on the first date. --- ## Our Lead Magnet Playbook | Product | Lead Magnet | Format | → Paid Offer | |---------|-------------|--------|-------------| | ClawHub skills | Free "Agent Security Checklist" | Checklist PDF | Premium skill bundle ($29) | | The Reef | Free tier-config template | Config file | Full Reef kit ($29) | | Alfred automation | "Missed Call Cost Calculator" | Interactive | $149/mo service | | Upwork consulting | "5 n8n Workflows You Can Build Today" | Email course | $500+ project | | Agent Family Kit | Free SOUL.md template | Template | Premium kit ($49) | --- ## Key Numbers - 41% of marketers say lead generation is their #1 challenge (2025) - Interactive content (quizzes, calculators) generally converts better than static — Demand Metric found ~2x more leads; actual multiplier varies by implementation - BusySeed claims one calculator drove 45% of revenue for a service client — plausible as an outlier, not a typical result. Calculators are high-intent but this figure should not be treated as a benchmark. - Quiz replacement of static PDF → 68% increase in opt-ins (single case study — directionally right but not universally generalizable) - Webinars: 20-40% attendance, 2-5% conversion to paid - Optimal form fields: 2-3 (name + email). Additional fields reduce conversion — estimates range from 4% (Unbounce) to 10%+ (industry rule of thumb). HubSpot found >4 fields can cut conversions up to 50%. - Thank-you page is the highest-intent page on your site — use it to sell


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