"Give Away The Secrets, Sell The Implementation"

• Flow: Cold email -> Click link -> Landing page -> Download/signup -> Nurture sequence
• Best for: SaaS products, digital tools, content-driven offers
• Lead magnets: Calculators, guides, scorecards, free tools, AI apps, templates
• Email goal: Clicks
• End goal: Sign-ups, downloads, free trial activations

• Flow: Cold email -> Reply with interest -> Sales conversation -> Close
• Best for: Services, agencies, high-touch B2B, done-for-you offers
• Lead magnets: Free trials with guarantee, done-for-you samples, audits, strategy sessions
• Email goal: Positive replies
• End goal: Meetings booked, demos, pilot projects

• Audits, assessments, benchmarking tools
• Scorecards, maturity assessments
• AI-powered competitive analysis
• Custom report generators

• Templates, calculators, single-feature tools
• Lovable apps (beautiful, single-purpose tools)
• Chrome extensions, Slack/Teams bots
• Workflow automation templates (Zapier/Make)

• Free trials (14/30-day, usage-based)
• Freemium plans
• "Done For You" samples (process one file/task free)
• Done-for-you setup (free implementation of one feature)
• AI prototype access (early access to experimental features)

• Example: A project template that's good alone but amazing with their project management tool
• The free tool creates natural desire for the full platform

• Example: A daily standup bot that eventually needs the full collaboration platform
• Frequency of use drives conversion

• Examples: Churn prediction model, revenue forecasting tool, technical debt calculator
• Analyze current state -> Predict future issues -> Position product as solution

• Examples: AI SDR that books meetings, AI Analyst that generates reports
• Upgrade path: More agents, more capabilities, full platform

• Example: Benchmark tools where users contribute anonymous data
• Each new user makes it better for everyone

1. The Shocking Stat: "[X]% of [target] lose $[Y] annually due to [problem]"
2. The Comparison: "Companies using [old way] are 73% less efficient than those using [new way]"
3. The Hidden Cost: "The average [persona] doesn't realize they're wasting [time/money] on [problem]"
4. The Competitive Intelligence: "Your competitors are already [doing X] - here's how to catch up in 5 minutes"
5. The Compliance Urgency: "New [regulation] means you need to [action] by [date] or face [consequence]"

• Offer to do a small piece of work for free as proof of capability
• Must be specific enough to show expertise, small enough to be scalable
• Example (Ken AI): "We'll send personalized emails to 5,000 of your ideal clients - if you don't get 20+ meetings in 90 days, you don't pay"

• Performance guarantee: "X results or you don't pay"
• Time-limited guarantee: "Results in Y days or money back"
• Risk reversal: "We cover setup costs, you only pay for results"
• The guarantee IS the lead magnet - it removes the objection

• Pilot project: Do a small scope for free, full engagement if they like it
• Limited access: Give access to one feature/module for free
• Time-boxed: Full access for limited period

• Move ALL risk from buyer to seller
• Make the "worst case scenario" clearly defined and acceptable
• Stack guarantees when possible (performance + timeline + satisfaction)

• Read

  {workspace}/research.md

  - ICP, value prop, current offers, detailed research, pain points (

  {workspace}

  = the client campaign workspace folder (the orchestrator passes this path))
• Read past plan folders in

  {workspace}/

  - Past campaigns and what offers were tested
• Read supporting files in

  {workspace}/

  - Existing lead magnets, case studies

• Read

  references/lead-magnet-guide.md

  for full performance rankings and idea bank

• What does the client already have? (case studies, tools, PDFs, free trials)
• What has been tested in past campaigns? What worked?
• What gaps exist?

• Include both click-based AND reply-based options (minimum 1 of each)
• Score against the Five Qualities framework
• Match to the client's resources and capabilities
• Consider implementation effort vs. expected impact

• Which concepts align with the client's capabilities?
• Does the client have resources to build/deliver this?
• Any client preferences or constraints?

• Format: [Software tool / PDF / Landing page / Email offer / etc.]
• Build effort: [Low / Medium / High]
• Delivery mechanism: [Link in email / Attached / Reply to get / Auto-delivered]
• Steps: [Numbered list of what needs to happen to create this]

• How it fits in the email sequence: [Where in the sequence does this appear?]
• CTA style: [Click link / Reply to request / Book a call]
• Example email hook: [1-2 sentence example of how to reference this in the cold email]

undefined

• The output

  Lead Magnet/Offer

  field in plan.md comes from this skill's recommendations
• If multiple lead magnets are recommended, campaign-planning can test them across campaigns

• The selected lead magnet informs the funnel type (click-based vs reply-based)
• Campaign strategy email sequence blueprint references the lead magnet in CTAs

• The hook formula and email integration notes guide how the copy references the offer
• Click-based: Email drives to landing page with lead magnet
• Reply-based: Lead magnet value proposition is embedded in email body

1. Write lead-magnets.md: Save to

   {workspace}/lead-magnets.md

2. Confirm: Tell the CSM which concepts are recommended and why

1. Return inline: Present the output inline to the user