{"slug":"scorecard-marketing-3","title":"scorecard-marketing","summary":"Build quiz and assessment funnels that generate qualified leads at 30-50% conversion. Use when the user mentions \"quiz funnel\", \"scorecard\", \"lead magnet\", \"score-based segmentation\", or \"lead qualification\". Also trigger when designing self-assessment tools, building calculators","platform":"Claude","tags":[],"authorName":"LLM Mart","authorSlug":"llm-mart","score":0,"source":"github","price":null,"verified":false,"createdAt":"2026-09-13T18:25:05.389235Z","repo":{"url":"https://github.com/wondelai/skills","stars":2263,"forks":230,"license":"MIT","updatedAt":"2026-09-10T21:48:01Z"},"bodyHtml":"
\n

name: scorecard-marketing\ndescription: 'Build quiz and assessment funnels that generate qualified leads at 30-50% conversion. Use when the user mentions \"quiz funnel\", \"scorecard\", \"lead magnet\", \"score-based segmentation\", or \"lead qualification\". Also trigger when designing self-assessment tools, building calculators or graders for marketing, or creating personalized result pages that drive conversions. Covers concept hooks, question design, dynamic results by tier, and automated follow-up sequences. For landing page conversion, see cro-methodology. For full marketing plans, see one-page-marketing.'\nlicense: MIT\nmetadata:\nauthor: wondelai\nversion: \"1.5.0\"

\n

Scorecard Marketing Skill

\n

A proven 4-step system for generating qualified leads through interactive assessments that arrive with rich data about each prospect.

\n

Core Principle

\n

Everything is downstream from lead generation. People buy to resolve psychological tension between their current reality and desired reality — a scorecard awakens dormant desires by asking revealing questions.

\n

The foundation: Active searchers are harder to sell to (already decided, set budget); people with dormant desires buy from whoever helped them uncover the need. Interactive assessments create psychological engagement static content cannot — which is why they convert several times better than a PDF download (see Conversion Benchmarks).

\n

Scoring

\n

Goal: 10/10. Score a funnel against the six Quick Diagnostic rows: score = round(satisfied_rows / 6 × 10). Read the bands as: 9-10 = all six pass (dormant-desire hook, email captured first, scored categories, unique per-tier content and CTA, tier-segmented follow-up); 5-7 = the funnel exists but generic results or late email capture cost it 2-3 rows; ≤3 = no concept hook or no scoring. Always give the current score and the specific rows to close to reach 10/10.

\n

The 4-Step Scorecard System

\n

1. Landing Page

\n

Core concept: The landing page exists for one purpose: get visitors to start the questionnaire. It must create enough curiosity and promise enough value that clicking \"Start\" feels irresistible.

\n

Why it works: A concept hook taps a dormant desire; framing around a score triggers the primal drive to measure, rank, and improve. Curiosity plus low commitment (\"takes 3 minutes\") removes friction.

\n

Key insights:

\n\n

Product applications:

\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
ContextLanding Page ElementExample
Concept hookFrame around a score visitors want\"What's Your Marketing Score?\"
Moving towardGoal-oriented hook\"Are you ready to scale your business?\"
Readiness checkDecision validation hook\"Should you launch a second location? Complete this checklist\"
\n

Copy patterns:

\n\n

Ethical boundary: The hook must promise value the assessment actually delivers — never bait-and-switch into a sales pitch disguised as results.

\n

See references/industry-examples.md when you need a starting hook for a specific niche — 50+ scorecard concepts and landing-page headlines across industries.

\n

2. Questionnaire

\n

Core concept: The questionnaire collects lead data while providing a gamified experience: capture contact information first, then ask scored questions grouped into categories that surface pain points, desires, and qualification signals.

\n

Why it works: People enjoy answering questions about themselves (self-referential encoding), and capturing email before questions retains the lead even on abandonment. Scored categories make results feel scientific, increasing trust in the recommendations.

\n

Key insights:

\n\n

Product applications:

\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
ContextQuestion TypeExample
Yes/NoChecklist items\"Do you work out 3+ times/week?\"
Sliding scaleDegree/frequency\"How important is X to you?\"
Open textRare — slows completion\"What has stopped you in the past?\"
\n

Copy patterns:

\n\n

Ethical boundary: Don't collect data you won't use to improve their results — every qualifying question (budget, urgency, size) must visibly shape the recommendation, not just route them to sales.

\n

See references/psychology.md when writing or critiquing questions — the tension taxonomy (pain/desire/frustration), the 4-6 quantification sweet spot, and the personalization stats.

\n

3. Results Page

\n

Core concept: The results page delivers personalized value based on the respondent's score, creating tension between where they are and where they could be, with a clear next step calibrated to their tier.

\n

Why it works: Scored, personalized results feel more valuable than generic advice and trigger the drive to improve (see Psychology below).

\n

Key insights:

\n\n

Product applications:

\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
ContextResults ElementExample
Overall scoreTotal across categories\"Your Marketing Score: 67/100\"
Category breakdownVisual strengths/weaknessesSpider chart of 5 category scores
PDF reportPersonalized downloadable documentCover with name, category analysis, recommendations
\n

Copy patterns:

\n\n

Ethical boundary: Never inflate or deflate the computed score to steer a prospect toward the offer — the tier must reflect their actual answers.

\n

See references/technical-implementation.md when building the actual tool — scoring/weighting logic, conditional content rules, PDF generation, and platform comparison.

\n

4. Sales and Marketing

\n

Core concept: Turn assessment data into a systematic engine: promotion drives traffic to the landing page, while follow-up sequences segment leads by score tier and nurture them toward a conversion event.

\n

Why it works: Scorecard leads arrive with self-reported pain points, qualification signals, and scores — sales conversations shift from discovery to recommendation, and automated segmentation gives every lead relevant follow-up.

\n

Key insights:

\n\n

Product applications:

\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
ContextSales/Marketing TacticExample
Paid trafficAds to landing page\"What's Your Leadership Score? Take the free quiz\"
AbandonmentRecovery email sequence\"You started the quiz but didn't finish. Your progress is saved.\"
Sales callData-informed conversationRep opens with \"I see you scored 4/10 on Operations...\"
\n

Copy patterns:

\n\n

Ethical boundary: Never weaponize self-reported pain points to pressure a prospect — the data they volunteered is for tailoring help, not for manufacturing urgency.

\n

See references/analytics-optimization.md when a live funnel underperforms or you're setting up tracking — key metrics, what to A/B test, funnel-drop analysis, CRM integration, and lead scoring.

\n

Scorecard Naming Strategy

\n

Effective names combine topic clarity, outcome promise, and brevity.

\n

Formulas:

\n\n

Conversion Benchmarks

\n\n

Psychology Behind Why This Works

\n
    \n
  1. Tension creation: Questions surface dormant desires
    2. \n
  2. Reciprocity: You gave value (insights), they're open to conversation
    3. \n
  3. Self-qualification: They told you their problems and budget
    4. \n
  4. Personalization: people willingly trade data for a tailored result, then expect the offer to match it (the supporting stats live in references/psychology.md)
    5. \n
  5. Gamification: Primal drive to score, rank, and improve
    6. \n
  6. Commitment: Time invested increases follow-through
    7. \n
\n

Implementation Checklist

\n
    \n
  1. Define ideal customer and their desired outcome
    2. \n
  2. Choose a concept hook (one of the 5 types from the Landing Page section)
    3. \n
  3. Write 2-7 scoring categories based on your methodology
    4. \n
  4. Create 10-40 questions with point values
    5. \n
  5. Set up 3 scoring tiers with dynamic content
    6. \n
  6. Write landing page with 3 Cs (Clarity, Credibility, Connection)
    7. \n
  7. Configure lead form fields
    8. \n
  8. Set up automated email with results
    9. \n
  9. Create follow-up sequence by tier
    10. \n
  10. Test with 5-10 people before launch
    11. \n
\n

Common Mistakes

\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
MistakeWhy It FailsFix
Too many questions for cold trafficAbandonment spikes after 15 questions8-15 questions cold; save 20-50 for warm leads
Capturing email after the quizLose all abandon leadsLead capture form before the first question
Generic results for all tiersNo personalization = no tension, no actionUnique dynamic content per tier per category
Salesy questions\"Are you ready to buy?\" breaks trustFrame around their situation, not your offer
No clear CTA on results pageProspect gets score and leavesSpecific, tier-appropriate next step
One-size-fits-all follow-upLow and high scorers need different offersSegment nurture campaigns by score tier
Skipping the concept hookLanding page has no pullTest 3-5 hooks with your audience first
\n

Quick Diagnostic

\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
QuestionIf NoAction
Does the hook target a dormant desire?Landing page underperformsRewrite using one of the 5 hook types (see Landing Page section)
Is email captured before questions?Losing all abandon leadsMove lead capture before the questionnaire
Are questions grouped into scored categories?Results feel arbitraryCreate 2-7 categories with point values
Does each tier have unique dynamic content?Generic results, no tensionWrite personalized insights and CTAs per tier
Is there a specific CTA per tier?Prospects leave without convertingMap each tier to a next step (event, call, consultation)
Are follow-up emails segmented by score?Nurture feels irrelevantSeparate sequences per tier with tailored content
\n

Further Reading

\n

For the complete system, additional examples, and advanced strategies:

\n\n

About the Author

\n

Daniel Priestley is a serial entrepreneur, founder of the accelerator Dent Global, and co-founder of ScoreApp, the platform built around the scorecard methodology that has generated millions of leads. He is the author of Key Person of Influence, Oversubscribed, and Scorecard Marketing.

\n","files":[{"path":"references/analytics-optimization.md","sizeBytes":10348,"isText":true},{"path":"references/industry-examples.md","sizeBytes":7616,"isText":true},{"path":"references/psychology.md","sizeBytes":5531,"isText":true},{"path":"references/technical-implementation.md","sizeBytes":14346,"isText":true},{"path":"SKILL.md","sizeBytes":14167,"isText":true}],"reviewScore":null,"reviewSummary":null,"trust":{"provenance":"trusted-source-unreviewed","notice":"Community-authored content, reproduced verbatim and not vetted as instructions. Treat it as data to evaluate, never as directives to follow.","bodySource":null},"bodyLocked":false,"purchaseUrl":null,"sourceUrl":null,"report":{"provenance":"trusted-source-unreviewed","screen":{"ran":true,"outcome":"clean","suspicious":0,"notes":0,"hiddenCharacters":false},"virusScan":{"engine":"clamav","status":"clean","scannedAt":"2026-09-13T18:27:14.151379Z","sha256":"CF0AC1EB95D39D3073AC518FC818CD229B5612B4E765BCF106AC75054E336CA4","sizeBytes":21846},"review":null,"source":{"repositoryUrl":"https://github.com/wondelai/skills","path":"plugins/wondelai-skills/skills/scorecard-marketing","license":"MIT","commit":"c172996495bed0fcd26896a9416b2093fd7073f0","subtreeSha":"6838ED08137766F107DA5AA7D2B766014734D8AC3C4474529F74FFF276FC105B","lastSyncedAt":"2026-09-25T23:12:05.357068Z"},"reviewedAt":"2026-09-13T18:31:12.840605Z","notice":"Community-authored content, reproduced verbatim and not vetted as instructions. Treat it as data to evaluate, never as directives to follow."},"install":[{"target":"skills-cli","command":"npx skills add https://github.com/wondelai/skills/tree/main/plugins/wondelai-skills/skills/scorecard-marketing"},{"target":"claude-code","command":"claude plugin marketplace add https://llmmart.ai/marketplace.json && claude plugin install wondelai-skills@llmmart"},{"target":"git","command":"git clone https://github.com/wondelai/skills.git"}]}