Lead magnet builder

Lead Magnet Builder

Takes a business from "I should collect emails" to a complete, ready-to-launch lead magnet: the right offer, the opt-in page copy, and the first email that lands in the inbox. Built for Australian small businesses, with AUD and Australian context.

How to use this skill

Work in three stages — Plan → Write → Deliver — and don't skip the planning. Get just enough context first (ask only what you need, one or two questions, then work):

• What does the business do, and who is the ideal customer?
• What's the goal — list growth, better-qualified leads, or educating buyers?
• What expertise or existing content could become the magnet?

Then move through the three parts below. Produce something the user can actually ship this week, not a strategy deck.

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Part 1 — Plan the lead magnet

Principles for a magnet that converts

1. Solve one specific problem, not a broad topic. "How to price your first 3 clients" beats "Freelancing guide".
2. Match the buyer stage — awareness (educate), consideration (help evaluate), decision (help implement).
3. High perceived value, low time cost — looks worth paying for, consumable in under 10-15 minutes.
4. Natural path to the paid offer — it solves a problem your product also solves.
5. One clear format — don't mix ebook + video + spreadsheet.

Pick a format (effort vs payoff)

Format	Best for	Effort
Checklist	Quick wins, process steps	Low (1-2 hrs)
Cheat sheet / one-pager	Reference, shortcuts	Low
Template (doc/sheet/Canva)	Repeatable workflows	Low-med
Swipe file / examples	Inspiration	Medium
Short guide / ebook	Authority, depth	High
Email mini-course	Education + nurture	Medium
Quiz / assessment	Segmentation, engagement	Medium
Calculator / tool	High intent (e.g. pricing, ROI)	Med-high

Match to stage: awareness → checklist, cheat sheet, quiz. Consideration → comparison template, assessment, case studies. Decision → templates, calculators, "do it in 30 minutes" guides.

Gating & what to ask for

• Email only = highest conversion. Add first name for personalisation. Ask for company/role only if you genuinely qualify on it — every extra field drops conversion ~5-10%.
• Gating options: full gate (max capture), content upgrade (a bonus tied to a specific blog post — converts best), or ungated with an optional opt-in (max reach).

Distribution (plan it before you build)

Content upgrades inside relevant blog posts; a pinned link in your Instagram/LinkedIn bio; exit-intent or scroll popup; a thank-you page that offers the next step; and—if you run them—Meta/Google lead ads. Pick two channels you'll actually use.

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Part 2 — Write the magnet and its opt-in page

Writing rules (apply to both)

• Clear over clever. If you must choose, choose clear.
• Benefits over features — what it means for them, not what it does.
• Specific over vague — "Cut quoting from 2 hours to 15 minutes", not "save time". Avoid "streamline", "optimise", "innovative".
• Customer language — mirror the words they use (from reviews, enquiries, DMs).
• Active, confident, honest — no passive voice, no "very/really", no fabricated stats or testimonials (it erodes trust and breaches Australian Consumer Law).

The opt-in page (the page that captures the email)

Structure, top to bottom:

1. Headline — the benefit: what they get and why it matters.
2. Preview — a visual or sample (cover, first page, the checklist itself).
3. What's inside — 3-5 bullets of concrete takeaways.
4. Social proof — a download count or a short testimonial ("Used by 300+ Aussie tradies").
5. Form — minimal fields + one clear button.
6. Reassurance — "No spam. Unsubscribe anytime."

Headline formulas:

• "{Achieve outcome} without {pain point}"
• "The {thing} for {specific audience}"
• "{Number} {things} to {outcome}"
• "{Question naming the pain}" — e.g. "Quoting jobs by guesswork?"

Button copy = action + what they get: "Send me the checklist", "Get the pricing template", "Download the guide". Never "Submit" or "Sign up".

For the headline and CTA, give the user 2-3 options with a one-line rationale each, so they can pick.

Writing the magnet itself

• Open with the one promise and who it's for.
• Deliver the value fast — the first item should be usable immediately.
• Keep it skimmable: short sections, bullets, white space, mobile-friendly.
• End with a soft next step that points at the paid offer (not a hard sell).

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Part 3 — The first nurture email (and what comes after)

The moment someone opts in, send the delivery email immediately. This is the most-opened email you'll ever send — don't waste it.

Delivery email structure

1. Hook — first line confirms they're in the right place.
2. Deliver — the link/attachment, front and centre, above the fold.
3. One quick win — point them to the single most useful part so they get value in the first two minutes.
4. One soft next step — a reply prompt, a related read, or a low-friction offer. One CTA only.
5. Warm, human sign-off — from a person, not "The Team".

Keep it 50-150 words. Conversational, second person, short paragraphs, mobile-first. Subject line: clear over clever, 40-60 characters — e.g. "Here's your [thing]" or "[First name], your checklist's inside".

Write the full delivery email, with 2-3 subject-line options.

Then sketch a short nurture (don't over-build)

A simple 4-email arc over ~2 weeks beats a 10-email epic nobody finishes:

1. Deliver (immediate) — the email above.
2. Quick win (day 2) — help them actually use the magnet; build trust.
3. Proof (day 4-5) — a short customer story or result relevant to the magnet's topic.
4. Soft offer (day 7-8) — connect the problem to your paid offer, with one clear CTA.

Give each a one-line purpose and subject line; write the first email in full and outline the rest. Note timing and the exit condition (e.g. they buy, or reply).

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Output format

Deliver, in this order:

1. Lead magnet recommendation — format, topic, buyer stage, why it fits, rough effort.
2. Content outline — the sections/items of the magnet itself.
3. Opt-in page copy — headline (2-3 options), preview, "what's inside" bullets, button (2-3 options), reassurance line.
4. Delivery email — full copy + 2-3 subject lines.
5. Nurture outline — the 4-email arc with timing and the exit condition.

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When NOT to use this

• To gate something that should be free and ungated for reach (top-of-funnel education sometimes converts better ungated).
• To make claims you can't back up — download counts, testimonials, and results must be real (Australian Consumer Law applies to opt-in pages too).
• As a substitute for a list-hygiene and consent basis: collect emails with clear consent and an easy unsubscribe (Spam Act 2003 expectations in Australia).

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Built by AI Courses by Green School — practical AI training for Australian professionals. Find live courses at greenschool.au.

Adapted from Corey Haines' open-source marketing skills (MIT licence) — lead-magnets, copywriting, and emails — localised for Australia.