@jairodri/huckleberry-cli 1.0.2 → 1.1.0

package/skills/lead-magnets/SKILL.md

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+---
+name: lead-magnets
+description: Create and optimize lead magnets for email capture.
+metadata:
+  version: 1.0.0
+---
+
+# Lead Magnets
+
+You are an expert in lead magnet strategy. Your goal is to help plan lead magnets that capture emails, generate qualified leads, and naturally lead to product adoption.
+
+## Before Planning
+
+**Check for brand-specific assets in businesses/{business}/brand/ first:**
+If `businesses/{business}/brand/` exists (or `businesses/{business}/brand/` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
+Gather this context (ask if not provided):
+
+### 1. Business Context
+- What does the company do?
+- Who is the ideal customer?
+- What problems does your product solve?
+
+### 2. Current Lead Generation
+- How do you currently capture leads?
+- What lead magnets or offers do you have?
+- What's your current conversion rate on email capture?
+
+### 3. Content Assets
+- What existing content could be repurposed? (blog posts, guides, data)
+- What expertise can you package?
+- What templates or tools do you use internally?
+
+### 4. Goals
+- Primary goal: email list growth, lead quality, product education?
+- Target audience stage: awareness, consideration, or decision?
+- Timeline and resource constraints?
+
+---
+
+## Lead Magnet Principles
+
+### 1. Solve a Specific Problem
+- Address one clear pain point, not a broad topic
+- "How to write cold emails that get replies" > "Marketing guide"
+
+### 2. Match the Buyer Stage
+- Awareness leads need education
+- Consideration leads need comparison and evaluation
+- Decision leads need implementation help
+
+### 3. High Perceived Value, Low Time Investment
+- Should look like it's worth paying for
+- Consumable in under 30 minutes (ideally under 10)
+- Immediate, actionable takeaway
+
+### 4. Natural Path to Product
+- Solves a problem your product also solves
+- Creates awareness of a gap your product fills
+- Demonstrates your expertise in the space
+
+### 5. Easy to Consume
+- One clear format (don't mix ebook + video + spreadsheet)
+- Works on mobile
+- No special software required
+
+---
+
+## Lead Magnet Types
+
+| Type | Best For | Effort | Time to Create |
+|------|----------|--------|----------------|
+| Checklist | Quick wins, process steps | Low | 1-2 hours |
+| Cheat sheet | Reference material, shortcuts | Low | 2-4 hours |
+| Template (doc/spreadsheet/Notion) | Repeatable processes, workflows | Low-Med | 2-8 hours |
+| Swipe file | Inspiration, examples | Medium | 4-8 hours |
+| Ebook/guide | Deep education, authority | High | 1-3 weeks |
+| Mini-course (email) | Education + nurture | Medium | 1-2 weeks |
+| Mini-course (video) | Education + personality | High | 2-4 weeks |
+| Quiz/assessment | Segmentation, engagement | Medium | 1-2 weeks |
+| Webinar | Authority, live engagement | Medium | 1 week prep |
+| Resource library | Ongoing value, return visits | High | Ongoing |
+| Free trial/community access | Product experience | Varies | Varies |
+
+**For detailed creation guidance per format**: See [references/format-guide.md](references/format-guide.md)
+
+---
+
+## Matching Lead Magnets to Buyer Stage
+
+### Awareness Stage
+Goal: Educate on the problem. Attract people who don't know you yet.
+
+| Format | Example |
+|--------|---------|
+| Checklist | "10-Point Website Audit Checklist" |
+| Cheat sheet | "SEO Cheat Sheet for Beginners" |
+| Ebook/guide | "The Complete Guide to Email Marketing" |
+| Quiz | "What Type of Marketer Are You?" |
+
+### Consideration Stage
+Goal: Help evaluate solutions. Build trust and demonstrate expertise.
+
+| Format | Example |
+|--------|---------|
+| Comparison template | "CRM Comparison Spreadsheet" |
+| Assessment | "Marketing Maturity Assessment" |
+| Case study collection | "5 Companies That 3x'd Their Pipeline" |
+| Webinar | "How to Choose the Right Analytics Tool" |
+
+### Decision Stage
+Goal: Help implement. Remove friction to purchase.
+
+| Format | Example |
+|--------|---------|
+| Template | "Ready-to-Use Sales Email Templates" |
+| Free trial | "14-Day Free Trial" |
+| Implementation guide | "Migration Checklist: Switch in 30 Minutes" |
+| ROI calculator | "Calculate Your Savings" (→ see **free-tool-strategy**) |
+
+---
+
+## Gating Strategy
+
+### Gating Options
+
+| Approach | When to Use | Trade-off |
+|----------|-------------|-----------|
+| **Full gate** | High-value content, bottom-funnel | Max capture, lower reach |
+| **Partial gate** | Preview + full version | Balance of reach and capture |
+| **Ungated + optional** | Top-funnel education | Max reach, lower capture |
+| **Content upgrade** | Blog post + bonus | Contextual, high-intent |
+
+### What to Ask For
+
+- **Email only** — highest conversion, lowest friction
+- **Email + name** — enables personalization, slight friction increase
+- **Email + company/role** — better lead qualification, more friction
+- **Multi-field** — only for high-value offers (webinars, demos)
+
+Rule of thumb: Ask for the minimum needed. Every extra field reduces conversion by 5-10%.
+
+### How to Frame the Exchange
+
+- Make the value obvious: "Get the full 25-page guide free"
+- Show a preview: table of contents, first page, sample results
+- Add social proof: "Downloaded by 5,000+ marketers"
+- Reduce risk: "No spam. Unsubscribe anytime."
+
+**For form optimization**: See **form-cro** skill
+**For popup implementation**: See **popup-cro** skill
+
+---
+
+## Landing Page & Delivery
+
+### Landing Page Structure
+
+1. **Headline** — Clear benefit: what they'll get and why it matters
+2. **Preview/mockup** — Visual of the lead magnet (cover, screenshot, sample page)
+3. **What's inside** — 3-5 bullet points of key takeaways
+4. **Social proof** — Download count, testimonials, logos
+5. **Form** — Minimal fields, clear CTA button
+6. **FAQ** — Address hesitations (Is it really free? What format?)
+
+**For landing page optimization**: See **page-cro** skill
+
+### Delivery Methods
+
+| Method | Pros | Cons |
+|--------|------|------|
+| **Instant download** | Immediate gratification | No email verification |
+| **Email delivery** | Verifies email, starts relationship | Slight delay |
+| **Thank you page + email** | Best of both—instant access + email copy | Slightly more complex |
+| **Drip delivery** | Builds habit, multiple touchpoints | Only for courses/series |
+
+### Thank You Page Optimization
+
+Don't waste the thank you page. After they've converted:
+- Confirm delivery ("Check your inbox")
+- Offer a next step (book a demo, start trial, join community)
+- Share on social (pre-written tweet/post)
+- Recommend related content
+
+---
+
+## Promotion & Distribution
+
+### Blog CTAs & Content Upgrades
+
+- Add relevant CTAs within blog posts (inline, end-of-post)
+- Create post-specific content upgrades (bonus checklist for a how-to post)
+- Content upgrades convert 2-5x better than generic sidebar CTAs
+
+### Exit-Intent & Popups
+
+- Trigger on exit intent or scroll depth
+- Match the popup offer to the page content
+- **See popup-cro** for implementation
+
+### Social Media
+
+- Share snippets and teasers from the lead magnet
+- Create carousel posts from key points
+- Use the lead magnet as the CTA in your bio/profile
+- **See social-content** for social strategy
+
+### Paid Promotion
+
+- Facebook/Instagram lead ads for top-funnel lead magnets
+- Google Ads for high-intent lead magnets (templates, tools)
+- LinkedIn for B2B lead magnets
+- Retarget blog visitors with lead magnet ads
+- **See paid-ads** for campaign strategy
+
+### Partner Co-Promotion
+
+- Cross-promote with complementary brands
+- Guest webinars with partner audiences
+- Include in partner newsletters
+- Bundle in resource collections
+
+---
+
+## Measuring Success
+
+### Key Metrics
+
+| Metric | What It Tells You | Benchmark |
+|--------|-------------------|-----------|
+| **Landing page conversion rate** | Offer attractiveness | 20-40% (warm traffic), 5-15% (cold) |
+| **Cost per lead** | Acquisition efficiency | Varies by channel and industry |
+| **Lead-to-customer rate** | Lead quality | 1-5% (B2B), varies widely |
+| **Email engagement** | Content relevance | 30-50% open, 2-5% click |
+| **Time to conversion** | Nurture effectiveness | Track by lead magnet source |
+
+**For detailed benchmarks by format and industry**: See [references/benchmarks.md](references/benchmarks.md)
+
+### A/B Testing Ideas
+
+- **Headline**: Benefit-focused vs. curiosity-driven
+- **Format**: Checklist vs. guide on same topic
+- **Gate level**: Full gate vs. partial preview
+- **Form fields**: Email-only vs. email + name
+- **CTA copy**: "Download Free Guide" vs. "Get Your Copy"
+- **Delivery**: Instant download vs. email delivery
+
+### Lead Quality Signals
+
+Good lead magnet attracted quality leads if:
+- Higher-than-average email engagement
+- Leads progress to trial/demo at expected rates
+- Low unsubscribe rate after delivery
+- Leads match ICP demographics
+
+---
+
+## Output Format
+
+When creating a lead magnet strategy, provide:
+
+### 1. Lead Magnet Recommendation
+- Format and topic
+- Target buyer stage
+- Why this format for this audience
+- Estimated creation effort
+
+### 2. Content Outline
+- Key sections/components
+- Length and scope
+- What makes it unique or valuable
+
+### 3. Gating & Capture Plan
+- What to gate and how
+- Form fields
+- Landing page structure
+
+### 4. Distribution Plan
+- Promotion channels
+- Content upgrade opportunities
+- Paid amplification (if applicable)
+
+### 5. Measurement Plan
+- KPIs and targets
+- What to A/B test first
+
+---
+
+## Task-Specific Questions
+
+1. What existing content or expertise could you turn into a lead magnet?
+2. Where does your audience spend time online?
+3. What's the most common question prospects ask before buying?
+4. Do you have an email nurture sequence set up for new leads?
+5. What's your budget for design and promotion?
+
+---
+
+## Related Skills
+
+- **free-tool-strategy**: For interactive tools as lead magnets (calculators, graders, quizzes)
+- **copywriting**: For writing the lead magnet content itself
+- **email-sequence**: For nurture sequences after lead capture
+- **page-cro**: For optimizing lead magnet landing pages
+- **popup-cro**: For popup-based lead capture
+- **form-cro**: For optimizing capture forms
+- **content-strategy**: For content planning and topic selection
+- **analytics-tracking**: For measuring lead magnet performance
+- **paid-ads**: For paid promotion of lead magnets
+- **social-content**: For social media promotion

package/skills/lead-magnets/references/benchmarks.md

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+# Lead Magnet Benchmarks
+
+Reference data for planning and evaluating lead magnet performance.
+
+---
+
+## Conversion Rate Benchmarks
+
+### By Format Type
+
+| Format | Landing Page Conversion | Notes |
+|--------|------------------------|-------|
+| Checklist | 30-50% | High because low commitment |
+| Cheat sheet | 25-40% | Quick reference appeal |
+| Template | 25-45% | Immediate utility drives conversion |
+| Ebook/guide | 20-35% | Higher commitment, lower rate |
+| Quiz | 30-50% | Engagement drives completion |
+| Webinar | 20-40% (registration) | 30-50% attendance rate of registrants |
+| Mini-course | 15-30% | Higher commitment, higher quality leads |
+| Free trial | 5-15% | High intent but high friction |
+
+### By Traffic Source
+
+| Source | Expected Conversion | Why |
+|--------|-------------------|-----|
+| Blog content upgrade | 3-8% of post readers | Contextually relevant |
+| Dedicated landing page (organic) | 20-40% | High intent |
+| Dedicated landing page (paid) | 10-25% | Cold traffic |
+| Exit-intent popup | 2-5% of visitors | Interruption-based |
+| Sidebar/banner CTA | 0.5-2% | Low engagement |
+| Social media link | 10-20% | Warm but browsing |
+
+### By Industry (Landing Page)
+
+| Industry | Average Conversion |
+|----------|-------------------|
+| SaaS/Tech | 15-25% |
+| Marketing/Agency | 20-35% |
+| Finance | 10-20% |
+| E-commerce | 10-20% |
+| Education | 20-35% |
+| Health/Wellness | 15-25% |
+
+---
+
+## Lead Quality Indicators
+
+### Signals of High-Quality Leads
+- Open first 3 emails at 40%+ rate
+- Click through to content or product pages
+- Return to site within 30 days
+- Match ICP demographics (role, company size, industry)
+- Progress to trial, demo, or purchase within 90 days
+
+### Signals of Low-Quality Leads
+- Unsubscribe within first 3 emails
+- Never open beyond delivery email
+- Use disposable email addresses
+- Don't match target customer profile
+- Downloaded for the content, no product interest
+
+### Quality vs. Quantity by Format
+
+| Format | Lead Volume | Lead Quality | Net Value |
+|--------|-------------|-------------|-----------|
+| Generic ebook | High | Low-Medium | Medium |
+| Specific template | Medium | High | High |
+| Industry report | Medium | Medium-High | High |
+| Quiz/assessment | High | Medium (segmentable) | High |
+| Webinar | Low-Medium | High | High |
+| Checklist | High | Low-Medium | Medium |
+| Free trial | Low | Very High | Very High |
+
+---
+
+## Cost Benchmarks
+
+### Cost Per Lead by Channel
+
+| Channel | Typical CPL | Notes |
+|---------|-------------|-------|
+| Organic search | $0-5 | Lowest, but slow to build |
+| Blog content upgrade | $0-2 | Nearly free if you have traffic |
+| Facebook/Instagram Ads | $3-15 | B2C lower, B2B higher |
+| Google Ads | $10-50 | High intent, higher cost |
+| LinkedIn Ads | $25-75 | B2B, expensive but qualified |
+| Partner co-promotion | $0-5 | Depends on relationship |
+
+### Creation Cost by Format
+
+| Format | DIY Cost | With Designer/Freelancer |
+|--------|----------|-------------------------|
+| Checklist | Free | $100-300 |
+| Cheat sheet | Free | $200-500 |
+| Template | Free | $100-500 |
+| Ebook (10-25 pages) | Free | $500-2,000 |
+| Quiz | $0-100/mo (tool) | $500-2,000 |
+| Webinar | Free (Zoom) | $500-1,500 (production) |
+| Mini-course (email) | Free | $500-1,500 (copywriting) |
+| Video course | $0-200 (gear) | $2,000-5,000 |
+
+---
+
+## Timeline Expectations
+
+### Time to Create
+
+| Format | Solo Creator | With Team |
+|--------|-------------|-----------|
+| Checklist | 1-2 hours | Same day |
+| Cheat sheet | 2-4 hours | Same day |
+| Template | 2-8 hours | 1-2 days |
+| Swipe file | 4-8 hours | 1-2 days |
+| Ebook | 1-3 weeks | 1-2 weeks |
+| Quiz | 1-2 weeks | 1 week |
+| Webinar prep | 1 week | 3-5 days |
+| Mini-course | 1-2 weeks | 1 week |
+
+### Time to See Results
+
+| Phase | Timeline |
+|-------|----------|
+| First leads | Immediately with existing traffic or paid |
+| Organic traffic growth | 2-6 months (SEO) |
+| Meaningful lead volume | 1-3 months |
+| Measurable impact on pipeline | 3-6 months |
+| Full ROI assessment | 6-12 months |
+
+**Note**: These benchmarks are general guidelines. Your actual results depend on audience, niche, traffic volume, and offer quality. Start measuring from day one and build your own benchmarks.

package/skills/lead-magnets/references/format-guide.md

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+# Lead Magnet Format Guide
+
+Detailed creation guidance for each lead magnet format.
+
+## Contents
+- Ebooks & Guides
+- Checklists
+- Cheat Sheets
+- Templates & Spreadsheets
+- Swipe Files
+- Mini-Courses
+- Quizzes & Assessments
+- Webinars & Workshops
+
+---
+
+## Ebooks & Guides
+
+**Best for**: Building authority, deep education, awareness-stage leads
+
+**Structure**:
+1. Title page with professional design
+2. Table of contents
+3. Introduction — frame the problem, set expectations
+4. 3-7 chapters — one key concept per chapter
+5. Summary — recap key takeaways
+6. CTA — next step toward your product
+
+**Guidelines**:
+- Ideal length: 10-25 pages (shorter is fine if valuable)
+- Include visuals: charts, diagrams, screenshots
+- Use callout boxes for key stats or quotes
+- End each chapter with a quick takeaway
+- Don't pad — density beats length
+
+**Tools**: Canva, Google Docs → PDF, Notion export, Designrr, Beacon.by
+
+---
+
+## Checklists
+
+**Best for**: Process-oriented tasks, quick wins, implementation help
+
+**Structure**:
+- Title: "[Number]-Point [Topic] Checklist"
+- Numbered or checkbox items
+- Group into logical sections if 10+ items
+- Brief explanation per item (1-2 sentences)
+
+**Guidelines**:
+- Keep to 1-2 pages
+- Use actionable language ("Verify X", "Set up Y", "Remove Z")
+- Order by workflow sequence or priority
+- Make it printable — clean layout, generous spacing
+- Include a "done" checkbox for each item
+
+**What works**: Step-by-step processes, audit criteria, launch checklists, setup guides
+
+---
+
+## Cheat Sheets
+
+**Best for**: Reference material, shortcuts, quick-lookup information
+
+**Structure**:
+- One page (two pages max)
+- Organized by category or workflow
+- Dense but scannable
+- Visual hierarchy with headers and grouping
+
+**Guidelines**:
+- Optimize for quick reference, not reading
+- Use tables, grids, or columns
+- Include formulas, shortcuts, or code snippets
+- Design for printing or saving as desktop reference
+- Bold the most important items
+
+**What works**: Keyboard shortcuts, formula references, terminology glossaries, decision matrices
+
+---
+
+## Templates & Spreadsheets
+
+**Best for**: Repeatable processes, planning, tracking
+
+### Spreadsheet Templates (Google Sheets / Excel)
+- Include a "How to Use" tab with instructions
+- Pre-fill with example data
+- Use data validation for dropdown fields
+- Add conditional formatting for visual cues
+- Lock formula cells, leave input cells editable
+- Include a "Make a Copy" link (Google Sheets)
+
+### Notion Templates
+- Provide a duplicate link
+- Include a getting-started guide
+- Pre-populate with example content
+- Use Notion's database features (views, filters, relations)
+- Keep it simple — don't over-engineer
+
+### Document Templates
+- Provide in multiple formats (Google Doc, Word, PDF)
+- Include placeholder text with [BRACKETS] for customization
+- Add inline instructions in a different color
+- Make it immediately usable with minimal editing
+
+**Key principle**: Templates should be usable within 5 minutes of downloading.
+
+---
+
+## Swipe Files
+
+**Best for**: Inspiration, examples, learning from others
+
+**Structure**:
+- Curated collection of 15-50 examples
+- Organized by category, type, or use case
+- Each example includes:
+  - The example itself (screenshot, text, link)
+  - Why it works (2-3 bullet annotations)
+  - How to adapt it (1-2 sentences)
+
+**Guidelines**:
+- Quality over quantity — curate ruthlessly
+- Add your analysis, don't just collect
+- Organize for browsing (categories, tags)
+- Update periodically with fresh examples
+- Credit original sources
+
+**What works**: Email subject lines, landing pages, ad copy, CTAs, onboarding flows, pricing pages
+
+---
+
+## Mini-Courses
+
+### Email-Based Mini-Courses
+- 3-5 emails delivered over 5-7 days
+- One lesson per email, one concept per lesson
+- Each email: teach → example → exercise
+- Progressive difficulty (build on previous lessons)
+- Final email: summary + CTA for product or next step
+
+### Video-Based Mini-Courses
+- 3-5 videos, 5-15 minutes each
+- Host on unlisted YouTube, Loom, or course platform
+- Deliver links via email drip
+- Include worksheets or exercises per lesson
+- More personal — builds stronger connection
+
+**Cadence**: Every 1-2 days. Don't stretch too thin or compress too tight.
+
+**Key principle**: Each lesson should deliver standalone value. If someone only watches lesson 2, they should still learn something useful.
+
+---
+
+## Quizzes & Assessments
+
+**Best for**: Engagement, segmentation, personalized results
+
+**Question Design**:
+- 5-10 questions (sweet spot: 7)
+- Multiple choice only — no open-ended
+- Questions should feel insightful, not obvious
+- Progress indicator ("Question 3 of 7")
+
+**Result Segmentation**:
+- 3-5 result categories
+- Each result: name, description, personalized recommendations
+- Tailor follow-up emails by result type
+- Share-worthy result format ("I got: Growth Stage Marketer!")
+
+**Implementation**: Gate results behind email capture. The quiz itself is ungated — the personalized results require an email.
+
+**For building interactive quizzes**: See **free-tool-strategy** skill for technical implementation guidance.
+
+---
+
+## Webinars & Workshops
+
+### Live Webinars
+- 30-45 minutes teaching + 15 minutes Q&A
+- Structure: Hook → Teach (3 key points) → Demo/example → CTA
+- Promote 1-2 weeks in advance
+- Send 3 reminder emails (confirmation, day before, 1 hour before)
+- Record for replay (extends value)
+
+### Evergreen Webinars
+- Pre-recorded, available on demand
+- Same structure as live but tighter editing
+- Always-on lead generation
+- Gate with email registration
+- Automated follow-up sequence
+
+**Follow-up**: Send replay link + summary + CTA within 24 hours. Continue with nurture sequence.
+
+**Key principle**: Teach something genuinely useful. A webinar that's just a sales pitch will damage trust.