How to use the Lead Magnet Planner agent skill (lead-magnets)

What is an agent skill and what does this one do?

An agent skill is a folder containing a SKILL.md file with instructions that an AI agent loads when a request matches the skill's description. The lead-magnets skill is licensed under MIT and is built for planning, not writing. Once installed, the agent asks about your business, audience, buyer stage and existing content before it makes recommendations.

The skill can recommend formats such as a checklist, template, cheat sheet, mini-course or webinar, and explains how to gate them, which form fields to ask for, and how to structure the landing page and delivery. It can also help turn a course, webinar series, podcast or newsletter archive you own into an installable agent skill, pointing to reference guides for rights checks and release steps.

Install the lead-magnets skill

Download the ZIP of the skill from the skill page on this site and unzip it. You can install it for yourself or for a single project. For personal use, place the unzipped folder in ~/.claude/skills/. For a project, place it in the project's .claude/skills/ folder.

If you use the Claude apps instead, open Settings, go to Capabilities, and upload the skill under Skills.

• Personal install: ~/.claude/skills/
• Project install: .claude/skills/ inside your project
• Claude apps: Settings → Capabilities → Skills, then upload

Trigger the skill with natural requests

You do not need a special command. The skill loads when your request matches its description, which covers planning and optimizing lead magnets for email capture or lead generation. The description also lists phrases such as "lead magnet," "gated content," "content upgrade," "cheat sheet," "checklist," "opt-in," "freebie," and "what should I give away for emails."

Describe your situation in plain language. The more you say about your business and audience, the less the agent has to ask.

• "What should I give away for emails to a small accounting practice's website?"
• "Plan a lead magnet for people in the awareness stage who know nothing about our product."
• "Create a content upgrade idea for my post on email deliverability."
• "Help us package our course as an agent skill."

What the agent will ask you

If you have a product marketing context file (such as .agents/product-marketing.md or .claude/product-marketing.md), the agent reads it first and only asks about gaps. Otherwise it asks about four areas: your business context, how you currently generate leads, your existing content assets, and your goals such as list growth, lead quality or product education.

Answering these questions is what makes the recommendation specific. A checklist for a beginner and a webinar for a buyer ready to decide are very different offers.

• Business: what you do, your ideal customer, the problem you solve
• Current lead generation: existing offers and email capture conversion rate
• Content assets: blog posts, guides, data, internal templates
• Goals: list growth, lead quality or product education, and your timeline

Choose the right offer for each buyer stage

The skill matches formats to buyer stage. Awareness leads need education, so checklists, cheat sheets, guides and quizzes fit. Consideration leads need comparison, such as a comparison template or assessment. Decision leads need implementation help, such as a template, free trial or migration checklist.

The skill also rates formats by effort and creation time. For example, it lists checklists at 1-2 hours and ebooks or guides at 1-3 weeks.

• Awareness: checklist, cheat sheet, ebook/guide, quiz
• Consideration: comparison template, assessment, case study collection, webinar
• Decision: template, free trial, implementation guide

Gate, capture and deliver the offer

The skill covers gating options: full gate, partial gate, ungated with an optional offer, and content upgrade. For form fields, it recommends asking for the minimum needed. Its guidance says each extra field reduces conversion by 5-10%, so email only is the lowest-friction choice, and multi-field forms are for high-value offers such as webinars or demos.

For delivery, the skill compares instant download, email delivery, a thank-you page plus email, and drip delivery for courses or series. Its landing page outline runs from headline and preview to bullets, social proof, a minimal form and an FAQ.

• Full gate: high-value, bottom-of-funnel content
• Partial gate: preview plus full version
• Content upgrade: bonus offer inside a blog post
• Thank-you page: confirm delivery and offer one next step

Know where the skill hands off

This skill only plans. Final copy and landing page text go to the copywriting skill, the email sequence after capture goes to emails, form and page optimization go to cro, popups go to popups, and interactive calculators or quizzes go to free-tools.

Use the skill for the decision about what to build and how to distribute it, then use those skills for the build.