| name | funnels-lead-magnet |
| slash_command | false |
| pack | business-funnels |
| family | funnel_sequence |
| description | Design and select the lead magnet - the free asset that converts traffic to email list. Picks format (PDF / checklist / template / mini-course / quiz / calculator / discovery-call / sample-chapter), names it, structures it, and matches conversion benchmarks per type to audience awareness level.
Use when the user has traffic but no opt-in yet, or when their existing lead magnet is converting below benchmark and needs a redesign.
Not for designing the opt-in PAGE that sells the magnet (use /convert lead-magnet-page) or the tripwire offer below it (use /funnel tripwire).
|
| triggers | ["design my lead magnet","lead magnet","opt-in offer","free offer","what should my freebie be","bait piece","free PDF guide","quiz funnel","free training","free checklist","downloadable guide","email magnet"] |
| negative_triggers | ["audit my live url","shopify free gift with purchase","finance free trial","subscription free trial code"] |
| tags | ["funnels","lead-magnet","opt-in","top-of-funnel","ladder"] |
| priority | 90 |
| version | 1.0.0 |
| author | Wayland Business Pack |
| license | MIT |
| metadata | {"wayland":{"related_skills":["funnels","funnels-ascension-ladder","funnels-tripwire","convert-lead-magnet-page","convert-squeeze-page","convert-bullets","convert-voice"]}} |
| attribution | {"lineage":"Wayland Business Suite (Original) - lead-magnet methodology grounded in canonical conversion benchmarks per type, Schwartz awareness-level matching, and Halbert bait-piece direct-mail tradition"} |
Funnels Lead Magnet - Top-of-Funnel Bait
"A lead magnet is a promise the rest of the funnel has to keep."
This skill designs Rung 0 of The Ascension Ladder - the free asset that converts cold or warm traffic into an email subscriber. Most lead magnets fail not because they're bad assets but because they're mismatched to the audience's awareness level, or because they over-promise at the opt-in stage and under-deliver at the magnet itself.
When to Use
Trigger phrases: "design my lead magnet", "lead magnet", "opt-in offer", "what should my freebie be", "bait piece", "free PDF guide", "quiz funnel", /funnel lead-magnet <topic>.
Use when:
- The user has traffic but no opt-in mechanism, or the existing one is converting below benchmark
- The user is starting from scratch and needs to pick the right magnet format for their audience
- A magnet is converting fine on opt-in but downstream nurture-to-sale conversion is dead (likely magnet/audience mismatch)
- The user wants to test a quiz/calculator/audit format vs their existing PDF
Do NOT use for:
- Designing the page that sells the magnet (use
convert-lead-magnet-page or convert-squeeze-page)
- Designing the tripwire offer below the magnet (use
funnels-tripwire)
- Designing the email nurture sequence after opt-in (use
funnels-story-drip)
- Auditing an existing opt-in URL (use
market-funnel <url>)
Inputs
- Audience - the One Person, with their awareness level (Schwartz Levels 1–5)
- Source of traffic - cold ads / warm email / affiliate / organic / referral
- Downstream offer - what the magnet leads to (tripwire? core? high-ticket call?)
- Existing assets - anything the user already has that can be repurposed (recordings, swipe files, audits, blog content)
- Capacity - can the user produce + maintain the magnet over time? (Discovery calls have a capacity ceiling.)
Lead Magnet Taxonomy (16 types with benchmarks)
Each entry: opt-in benchmark, best-fit awareness level, downstream offer fit, production cost.
| Magnet | Opt-in rate | Best for awareness level |
|---|
