Lead magnet content brief

Purpose

Plan a genuinely useful downloadable asset that solves a defined audience problem and creates a clear, honest path to the next business action.

Scope

The skill covers audience need, promise, structure, evidence, format, CTA, form requirements, and follow-up content requirements.

Excluded: writing the full asset, building forms, and sending follow-up messages.

Data basis

• Audience, offer and conversion goal supplied as inputs.
• Brand, product facts, source material and approved proof in scope.

Result

A lead-magnet brief and asset requirements sheet.

Quality criteria

• The promised outcome is specific and achievable from the asset.
• Every material claim has a source or is marked pending.
• The asset provides value before the sales CTA.
• Data collection and follow-up expectations are explicit.

Instructions

Choose a narrow job the audience can complete. Prefer checkable frameworks, examples or decisions over generic education. State what the asset cannot do, avoid disguised sales copy, and keep the conversion path relevant to the problem solved.

Adapt before use

• Add audience, offer, brand and product documents.
• Define format, consent, form and follow-up rules.
• Add approved evidence and disclosure requirements.
• Keep source facts, analysis, recommendations, and unresolved questions visibly separate.
• Preserve stable document, section, page, sentence, URL, or row identifiers in every finding.
• Record assumptions about audience, channel, period, approval status, and data coverage.
• Treat missing guidance as an adaptation gap rather than inventing a company rule.
• Prefer a precise, bounded recommendation over a broad generic rewrite.
• Use supplied terminology consistently across the document, sheet, and any derivative copy.
• Do not infer performance, customer behavior, product capability, or market response from wording alone.
• Make every unresolved issue actionable by naming the missing decision, evidence, owner, or source.
• Keep factual claims traceable even when the final copy is concise.
• Recheck that counts, names, dates, and identifiers match across all outputs.
• Mark hypotheses as hypotheses and preserve competing explanations when evidence is mixed.
• Use the stated acceptance criteria as the final completeness check.