interface:
  display_name: "Suede Lead Magnets"
  short_description: "Decide what to give away for an email"
  default_prompt: "Use $suede-lead-magnets on [target]. The user is planning gated content, a content upgrade, a template, or any downloadable in exchange for contact details. Work through format selection, depth, gating rules, delivery, and the sequence that follows the download, ground every recommendation in evidence the user can check, and return the decisions, the reasoning, and what to measure next."
policy:
  allow_implicit_invocation: true

{
  "skill_name": "suede-lead-magnets",
  "evals": [
    {
      "id": 1,
      "prompt": "We're a B2B SaaS selling project management software to marketing agencies. What lead magnet should we create?",
      "expected_output": "Should check for product-marketing.md first. Should ask about current lead gen, existing content assets, and primary goal (list growth, lead quality, product education). Should apply Lead Magnet Principles: solve a specific problem (not 'agency marketing'), match buyer stage, high perceived value + low time investment, natural path to product. Should recommend a specific format suited to a busy agency audience — likely a template (Notion/spreadsheet) or checklist over an ebook. Examples: 'Agency Project Profitability Calculator' (decision stage, naturally leads to project management), 'Client Onboarding Checklist for Agencies' (consideration), 'The Agency Capacity Planning Template' (decision stage). Should justify the choice by matching buyer stage and effort/value ratio. Should outline content, gating, landing page, distribution, and measurement plan.",
      "assertions": [
        "Checks for product-marketing.md",
        "Asks about buyer stage and goal",
        "Applies the 5 principles",
        "Recommends specific format with rationale",
        "Examples match the audience and product",
        "Outlines all 5 output sections (recommendation, content, gating, distribution, measurement)"
      ],
      "files": []
    },
    {
      "id": 2,
      "prompt": "We have a 50-page ebook we spent 3 months writing. Conversion on the landing page is only 4%. Should we keep iterating?",
      "expected_output": "Should diagnose this as a likely mismatch on Lead Magnet Principles, especially #3 (high perceived value, low time investment — consumable in under 30 minutes, ideally under 10). Should warn 50 pages may signal too much effort to consume — flag this as a possible cause. Should recommend A/B testing the format (chunking the ebook into a 5-part email mini-course, releasing as a checklist + ebook combo, or breaking into shorter topic-specific guides). Should review landing page structure: headline, preview/mockup, what's inside, social proof, form fields, FAQ. Should suggest testing partial gate (preview first 5 pages) vs full gate. Should ask about traffic source — 4% on cold traffic might be acceptable while 4% on warm traffic is low. Should route landing-page optimization to suede-site-alchemy and test design to suede-ab-testing.",
      "assertions": [
        "Diagnoses likely cause as length/effort mismatch",
        "Recommends format A/B test",
        "Suggests breaking into shorter formats",
        "Reviews landing page structure",
        "Asks about traffic source (cold vs warm)",
        "Cross-references suede-site-alchemy or suede-ab-testing"
      ],
      "files": []
    },
    {
      "id": 3,
      "prompt": "Our lead form asks for name, email, company, role, company size, and phone. We're not getting enough signups. Could the form be the problem?",
      "expected_output": "Should immediately flag form length as a likely culprit. Should cite the rule of thumb: every extra field reduces conversion 5-10%. Should recommend reducing to the minimum needed: ideally email only (highest conversion), or email + name if personalization matters. Should explain when multi-field is justified (only for high-value offers like webinars or demos). Should ask what information is actually used in follow-up — fields that aren't used should be removed. Should suggest progressive profiling: capture email now, ask for more fields later via enrichment or follow-up forms. Should route form optimization to suede-site-alchemy.",
      "assertions": [
        "Flags form length as likely culprit",
        "Cites 5-10% per field rule",
        "Recommends reducing to email or email + name",
        "Asks what fields are actually used",
        "Suggests progressive profiling",
        "Cross-references suede-site-alchemy"
      ],
      "files": []
    },
    {
      "id": 4,
      "prompt": "What's the difference between a lead magnet and a free tool? Should I build one or the other?",
      "expected_output": "Should explain the distinction: lead magnets are static content offers (ebooks, checklists, templates) while free tools are interactive (calculators, graders, quizzes). Should explain when to build which. Lead magnets: faster to ship (hours-days), works well for awareness/consideration education, lower ongoing maintenance, lead quality varies. Free tools: longer build time (weeks-months), higher engagement and shareability, naturally segment leads by tool usage, can rank for SEO ('X calculator', 'Y grader'), higher lead quality typically. Should recommend lead magnet first if speed matters, free tool if you can invest the build time and have repeatable user inputs that produce a meaningful output. Should defer tool strategy to suede-free-tools.",
      "assertions": [
        "Distinguishes static content from interactive tool",
        "Compares effort to build",
        "Compares SEO and shareability characteristics",
        "Recommends based on speed vs investment trade-off",
        "Defers to suede-free-tools"
      ],
      "files": []
    },
    {
      "id": 5,
      "prompt": "We have a top-performing blog post on email subject lines. Can we use it as a lead magnet?",
      "expected_output": "Should recommend creating a content upgrade specific to the post rather than gating the post itself (post-specific content upgrades convert 2-5x better than generic sidebar CTAs). Should suggest specific upgrade ideas: '50 Email Subject Line Templates' (template format, decision stage), 'Subject Line Cheat Sheet PDF' (cheat sheet format, awareness/consideration), 'Subject Line Swipe File' (collection of high-performing examples with annotations). Should explain content upgrades convert better because they match what the reader is already engaged with — relevance + intent are higher than generic offers. Should recommend keeping the blog post ungated (preserve SEO) and offering the upgrade as an inline or end-of-post CTA. Should reference cro for placement and copywriting for the upgrade itself.",
      "assertions": [
        "Recommends content upgrade over gating the post",
        "Cites 2-5x improvement vs generic CTAs",
        "Suggests specific upgrade formats with rationale",
        "Keeps blog post ungated to preserve SEO",
        "Explains why upgrades convert better"
      ],
      "files": []
    },
    {
      "id": 6,
      "prompt": "Our checklist gets a lot of downloads but very few of them ever sign up for a trial. Is the lead magnet broken?",
      "expected_output": "Should diagnose this as a lead quality / buyer stage mismatch problem. Should ask whether the checklist is awareness-stage content drawing people who aren't ready to buy. Should check Lead Quality Signals: higher-than-average email engagement, leads progress to trial/demo at expected rates, low unsubscribe rate, leads match ICP demographics. Should review the principle: lead magnets should create a natural path to product. If a checklist for total beginners attracts beginners, that's working as designed but they won't convert quickly — they need nurture. Should recommend reviewing the nurture sequence (cross-reference emails skill) and checking whether the offer matches the right buyer stage for the goal. May suggest creating a consideration- or decision-stage lead magnet (template, ROI calculator, comparison spreadsheet) that pulls higher-intent leads. Should track time to conversion by lead magnet source.",
      "assertions": [
        "Diagnoses as lead quality / buyer stage mismatch",
        "Asks about ICP fit of leads",
        "References Lead Quality Signals",
        "Cross-references emails skill for nurture",
        "Suggests a decision-stage lead magnet alternative",
        "Mentions tracking time to conversion by source"
      ],
      "files": []
    }
  ]
}

# Lead Magnet Benchmarks

Reference data for planning and evaluating lead magnet performance.

---

## Conversion Rate Benchmarks

### By Format Type

| Format | Landing Page Conversion | Notes |
|--------|------------------------|-------|
| Checklist | 30-50% | High because low commitment |
| Cheat sheet | 25-40% | Quick reference appeal |
| Template | 25-45% | Immediate utility drives conversion |
| Ebook/guide | 20-35% | Higher commitment, lower rate |
| Quiz | 30-50% | Engagement drives completion |
| Webinar | 20-40% (registration) | 30-50% attendance rate of registrants |
| Mini-course | 15-30% | Higher commitment, higher quality leads |
| Free trial | 5-15% | High intent but high friction |

### By Traffic Source

| Source | Expected Conversion | Why |
|--------|-------------------|-----|
| Blog content upgrade | 3-8% of post readers | Contextually relevant |
| Dedicated landing page (organic) | 20-40% | High intent |
| Dedicated landing page (paid) | 10-25% | Cold traffic |
| Exit-intent popup | 2-5% of visitors | Interruption-based |
| Sidebar/banner CTA | 0.5-2% | Low engagement |
| Social media link | 10-20% | Warm but browsing |

### By Industry (Landing Page)

| Industry | Average Conversion |
|----------|-------------------|
| SaaS/Tech | 15-25% |
| Marketing/Agency | 20-35% |
| Finance | 10-20% |
| E-commerce | 10-20% |
| Education | 20-35% |
| Health/Wellness | 15-25% |

---

## Lead Quality Indicators

### Signals of High-Quality Leads
- Open first 3 emails at 40%+ rate
- Click through to content or product pages
- Return to site within 30 days
- Match ICP demographics (role, company size, industry)
- Progress to trial, demo, or purchase within 90 days

### Signals of Low-Quality Leads
- Unsubscribe within first 3 emails
- Never open beyond delivery email
- Use disposable email addresses
- Don't match target customer profile
- Downloaded for the content, no product interest

### Quality vs. Quantity by Format

| Format | Lead Volume | Lead Quality | Net Value |
|--------|-------------|-------------|-----------|
| Generic ebook | High | Low-Medium | Medium |
| Specific template | Medium | High | High |
| Industry report | Medium | Medium-High | High |
| Quiz/assessment | High | Medium (segmentable) | High |
| Webinar | Low-Medium | High | High |
| Checklist | High | Low-Medium | Medium |
| Free trial | Low | Very High | Very High |

---

## Cost Benchmarks

### Cost Per Lead by Channel

| Channel | Typical CPL | Notes |
|---------|-------------|-------|
| Organic search | $0-5 | Lowest, but slow to build |
| Blog content upgrade | $0-2 | Nearly free if you have traffic |
| Facebook/Instagram Ads | $3-15 | B2C lower, B2B higher |
| Google Ads | $10-50 | High intent, higher cost |
| LinkedIn Ads | $25-75 | B2B, expensive but qualified |
| Partner co-promotion | $0-5 | Depends on relationship |

### Creation Cost by Format

| Format | DIY Cost | With Designer/Freelancer |
|--------|----------|-------------------------|
| Checklist | Free | $100-300 |
| Cheat sheet | Free | $200-500 |
| Template | Free | $100-500 |
| Ebook (10-25 pages) | Free | $500-2,000 |
| Quiz | $0-100/mo (tool) | $500-2,000 |
| Webinar | Free (Zoom) | $500-1,500 (production) |
| Mini-course (email) | Free | $500-1,500 (copywriting) |
| Video course | $0-200 (gear) | $2,000-5,000 |

---

## Timeline Expectations

### Time to Create

| Format | Solo Creator | With Team |
|--------|-------------|-----------|
| Checklist | 1-2 hours | Same day |
| Cheat sheet | 2-4 hours | Same day |
| Template | 2-8 hours | 1-2 days |
| Swipe file | 4-8 hours | 1-2 days |
| Ebook | 1-3 weeks | 1-2 weeks |
| Quiz | 1-2 weeks | 1 week |
| Webinar prep | 1 week | 3-5 days |
| Mini-course | 1-2 weeks | 1 week |

### Time to See Results

| Phase | Timeline |
|-------|----------|
| First leads | Immediately with existing traffic or paid |
| Organic traffic growth | 2-6 months (SEO) |
| Meaningful lead volume | 1-3 months |
| Measurable impact on pipeline | 3-6 months |
| Full ROI assessment | 6-12 months |

**Note**: These benchmarks are general guidelines. Your actual results depend on audience, niche, traffic volume, and offer quality. Start measuring from day one and build your own benchmarks.

# Lead Magnet Format Guide

Detailed creation guidance for each lead magnet format.

## Contents
- Ebooks & Guides
- Checklists
- Cheat Sheets
- Templates & Spreadsheets
- Swipe Files
- Mini-Courses
- Quizzes & Assessments
- Webinars & Workshops

---

## Ebooks & Guides

**Best for**: Building authority, deep education, awareness-stage leads

**Structure**:
1. Title page with professional design
2. Table of contents
3. Introduction — frame the problem, set expectations
4. 3-7 chapters — one key concept per chapter
5. Summary — recap key takeaways
6. CTA — next step toward your product

**Guidelines**:
- Ideal length: 10-25 pages (shorter is fine if valuable)
- Include visuals: charts, diagrams, screenshots
- Use callout boxes for key stats or quotes
- End each chapter with a quick takeaway
- Don't pad — density beats length

**Tools**: Canva, Google Docs → PDF, Notion export, Designrr, Beacon.by

---

## Checklists

**Best for**: Process-oriented tasks, quick wins, implementation help

**Structure**:
- Title: "[Number]-Point [Topic] Checklist"
- Numbered or checkbox items
- Group into logical sections if 10+ items
- Brief explanation per item (1-2 sentences)

**Guidelines**:
- Keep to 1-2 pages
- Use actionable language ("Verify X", "Set up Y", "Remove Z")
- Order by workflow sequence or priority
- Make it printable — clean layout, generous spacing
- Include a "done" checkbox for each item

**What works**: Step-by-step processes, audit criteria, launch checklists, setup guides

---

## Cheat Sheets

**Best for**: Reference material, shortcuts, quick-lookup information

**Structure**:
- One page (two pages max)
- Organized by category or workflow
- Dense but scannable
- Visual hierarchy with headers and grouping

**Guidelines**:
- Optimize for quick reference, not reading
- Use tables, grids, or columns
- Include formulas, shortcuts, or code snippets
- Design for printing or saving as desktop reference
- Bold the most important items

**What works**: Keyboard shortcuts, formula references, terminology glossaries, decision matrices

---

## Templates & Spreadsheets

**Best for**: Repeatable processes, planning, tracking

### Spreadsheet Templates (Google Sheets / Excel)
- Include a "How to Use" tab with instructions
- Pre-fill with example data
- Use data validation for dropdown fields
- Add conditional formatting for visual cues
- Lock formula cells, leave input cells editable
- Include a "Make a Copy" link (Google Sheets)

### Notion Templates
- Provide a duplicate link
- Include a getting-started guide
- Pre-populate with example content
- Use Notion's database features (views, filters, relations)
- Keep it simple — don't over-engineer

### Document Templates
- Provide in multiple formats (Google Doc, Word, PDF)
- Include placeholder text with [BRACKETS] for customization
- Add inline instructions in a different color
- Make it immediately usable with minimal editing

**Key principle**: Templates should be usable within 5 minutes of downloading.

---

## Swipe Files

**Best for**: Inspiration, examples, learning from others

**Structure**:
- Curated collection of 15-50 examples
- Organized by category, type, or use case
- Each example includes:
  - The example itself (screenshot, text, link)
  - Why it works (2-3 bullet annotations)
  - How to adapt it (1-2 sentences)

**Guidelines**:
- Quality over quantity — curate ruthlessly
- Add your analysis, don't just collect
- Organize for browsing (categories, tags)
- Update periodically with fresh examples
- Credit original sources

**What works**: Email subject lines, landing pages, ad copy, CTAs, onboarding flows, pricing pages

---

## Mini-Courses

### Email-Based Mini-Courses
- 3-5 emails delivered over 5-7 days
- One lesson per email, one concept per lesson
- Each email: teach → example → exercise
- Progressive difficulty (build on previous lessons)
- Final email: summary + CTA for product or next step

### Video-Based Mini-Courses
- 3-5 videos, 5-15 minutes each
- Host on unlisted YouTube, Loom, or course platform
- Deliver links via email drip
- Include worksheets or exercises per lesson
- More personal — builds stronger connection

**Cadence**: Every 1-2 days. Don't stretch too thin or compress too tight.

**Key principle**: Each lesson should deliver standalone value. If someone only watches lesson 2, they should still learn something useful.

---

## Quizzes & Assessments

**Best for**: Engagement, segmentation, personalized results

**Question Design**:
- 5-10 questions (sweet spot: 7)
- Multiple choice only — no open-ended
- Questions should feel insightful, not obvious
- Progress indicator ("Question 3 of 7")

**Result Segmentation**:
- 3-5 result categories
- Each result: name, description, personalized recommendations
- Tailor follow-up emails by result type
- Share-worthy result format ("I got: Growth Stage Marketer!")

**Implementation**: Gate results behind email capture. The quiz itself is ungated — the personalized results require an email.

**For building interactive quizzes**: route technical tool strategy to `suede-free-tools`.

---

## Webinars & Workshops

### Live Webinars
- 30-45 minutes teaching + 15 minutes Q&A
- Structure: Hook → Teach (3 key points) → Demo/example → CTA
- Promote 1-2 weeks in advance
- Send 3 reminder emails (confirmation, day before, 1 hour before)
- Record for replay (extends value)

### Evergreen Webinars
- Pre-recorded, available on demand
- Same structure as live but tighter editing
- Always-on lead generation
- Gate with email registration
- Automated follow-up sequence

**Follow-up**: Send replay link + summary + CTA within 24 hours. Continue with nurture sequence.

**Key principle**: Teach something genuinely useful. A webinar that's just a sales pitch will damage trust.