version: "1.0.0" name: lead-magnets description: 3 lead magnet archetypes from $100M Leads — Reveal Problems, Samples & Trials, One Step Of Process. Use when designing a lead magnet from scratch, choosing a delivery method, or writing capture copy.

Lead Magnets

Source: Alex Hormozi, $100M Leads, Chapter 5.

The 3 archetypes

1. Reveal Problems

Logic: the prospect doesn't know exactly what's broken. You diagnose it.

Formats:

• Free audit / assessment
• Quiz that reveals the problem
• Calculator that exposes the gap
• Scorecard

Example: "Funnel diagnostic — find the 3 bottlenecks in your pipeline in 12 questions"

When to use: an ICP that knows something is wrong but can't name it. Common in B2B.

2. Samples & Trials

Logic: the prospect is skeptical and wants to test before paying.

Formats:

• Limited free trial (7-14 days)
• Sample of the product / service
• Mini-course (3 lessons) of the full program
• 1 free call

Example: "Get full access to 1 module of the program for 7 days"

When to use: an ICP that values "seeing before buying". Common in digital products.

3. One Step Of Process

Logic: you deliver 1 isolated step of what you do as a full service.

Formats:

• Free "strategy session" (1 isolated act of consulting)
• 1 standalone template / playbook
• 1 specific workshop

Example: "High-ticket closing strategy — 90-min live workshop"

When to use: a high-ticket service where 1 isolated step is useful but the real value is the full sequence.

4 delivery methods (matrix)

Anatomy of a lead magnet that captures

5 elements:

1. One problem solved (1 problem, not 5)
2. A 3-step process or clear structure (not a monolith)
3. Stated consumption time (5min / 30min / 90min)
4. CTA to the next step ("if this fixed X, let's fix Y" — hook into the core offer)
5. Visual attribution (logo, author, source)

Anti-patterns

• "47-page ebook" (the prospect never reads it)
• A lead magnet with no CTA to the core (becomes a useful gift that doesn't convert)
• A lead magnet that delivers so much the prospect doesn't need the core (cannibalizes it)
• A generic lead magnet ("The Definitive Guide to X") with nothing specific

Workflow

1. Identify which archetype the ICP needs (Reveal / Sample / Process)
2. Choose the delivery method based on available resources
3. Define the single problem solved
4. Structure a 3-step process or clear frame
5. Add a CTA to the core offer at the end
6. Position it against the core: the lead magnet delivers 10% of the transformation; the core delivers 90%

Application by use case

Detailed reference

See reference/100m-leads-extracts.md (Lead Magnets Deep Dive section).