Lead magnets

A lead magnet is something useful given in exchange for an email address: a download, a course, a quiz result, a webinar seat, or a free tool. It works when it solves one specific problem for the buyer stage it targets, can be used in minutes, and leads naturally to the product. This skill holds Corey Haines's lead-magnets (v2.1.0) and free-tools (v2.0.2) skills from coreyhaines31/marketingskills (MIT), checked against GDPR Art. 7, the EDPB consent guidelines and this repo's email rules. Every number the source gives (conversion rates, cost per lead, "5-10% per field") comes without a cited study, so it appears here only labelled as the source's.

The source reads its context from .agents/product-marketing.md; this repo's file is .agents/product-context.md, defined in anti-slop-copy CONTEXT.md. Read it before asking questions, and ask only for what it doesn't cover.

Apply only the routes and checks for the selected job. Read a linked skill's named file from its installed folder when available, or from the linked source. Report an unavailable required reference instead of inventing it. [skill-authoring, DISTRIBUTION.md#composing-skills]

The job	Read
Starting: the questions to ask, the five principles, the format table with effort, matching a format to the buyer stage, the output to hand back	PLANNING.md
Gating and capture: the four gating options, which fields to ask for, framing the exchange, the landing page, delivery methods against double opt-in, the GDPR tying rule, the thank-you page	GATING-AND-DELIVERY.md
Building one format: ebook, checklist, cheat sheet, spreadsheet, Notion and document templates, swipe file, email and video mini-course, quiz, live and evergreen webinar	FORMATS.md
Promotion and numbers: content upgrades, popups, social, paid, partners, the metrics, lead quality signals (clicks over opens), A/B ideas, the source's benchmark tables	PROMOTION-AND-MEASUREMENT.md
A free tool as the magnet: principles, the six tool types, ideation and validation, gating, SEO, build or buy, MVP scope, the scorecard, pitfalls	FREE-TOOLS.md
Free tool detail: per-type examples and tips, concepts by industry, the sourced case library and the evidence rule for any number	FREE-TOOL-TYPES-AND-CASES.md

A course, webinar series, podcast or newsletter archive you own can also ship as an installable agent skill; rights, extraction, the lesson and reference layers and release are in skill-authoring CONTENT-TO-SKILL.md.