Lead Magnet Builder
A lead magnet is not a PDF behind a form. It is real, pay-worthy value handed to a stranger for free, because that free value is the risk reversal when the service itself cannot carry one. This skill designs the asset, scores it against three tests (pay-worthy, cheap to deliver at volume, demonstrates competence), and writes it up in two framings: the Built-For-You and its Offer First twin.
Pipeline Playbooks · Open Source, MIT Licensed
Builds a genuinely pay-worthy free asset and packages it as 'we just built X for COMPANY', the past-tense framing that outperforms every other cold email opener.
When to use this
- Offer framing lands on the lead magnet path, no service guarantee available
- An angle on the testing roadmap needs a real deliverable behind it
- Your current magnet exists but pulls no replies
- Anyone asks what they could give away for free
What it covers
- Three tests every asset must pass: pay-worthy, cheap at volume, demonstrates competence
- The three types of free value: reveal a problem, trial of the solution, first step
- The vehicle menu (case study breakdown, rebuilt sample, benchmark) and dead vehicles like audits and consultations
- The Built-For-You shape: past-tense claim, payoff, interest-check CTA
- The Offer First twin written for every magnet
- Design rules: scope the slice, stage delivery, never gate, protect IP in delivery not pitch
- A pre-send checklist before the magnet-backed email goes into a campaign
Install just this skill
Every skill folder is self-contained. Run this from your project root to pull just this one into .claude/skills/lead-magnet-builder/:
npx degit joelwylie7/cold-email-playbooks/.claude/skills/lead-magnet-builder .claude/skills/lead-magnet-builder
Want the whole system, not just one skill?
Related skills
Offer Framing
The single highest-leverage skill in the system: decides what your cold email actually offers before a word of copy gets written, because copy cannot fix a bad offer.
Offer Testing Roadmap
Turns one offer into a week-by-week roadmap of distinct angles to test, with a hard kill bar of 2,000 sends and zero interested replies.
Cold Email Copywriting
Two base cold email frameworks, Offer First and Built For You, plus poke and hook opener layers and the hard bans that keep copy out of spam.