Step 2 of 9 · ATTRACT
Purpose: Design one lead magnet deliberately — name the quick win, run it through the Gift Value Equation, choose the format, and confirm the chain from hook to gift holds. Fill this in before you write a word of the asset.
When to run it / Inputs
| Input | From | Fill in |
|---|---|---|
| HOOK promise to match (the frustration named, the outcome suggested) | HOOK step output | ________________ |
| Customer Avatar desire (the specific pain or goal this gift answers) | Foundation Blueprint | ________________ |
| Avatar sophistication (beginner / intermediate / expert) | Foundation Blueprint | ________________ |
| Unique Mechanism (the offer this gift must demonstrate, not stray from) | Foundation Blueprint | ________________ |
| Brand Voice adjectives (3–5) | Foundation Blueprint | ________________ |
The Gift Value Equation
Perceived Value = (Dream Outcome × Perceived Likelihood) ÷ (Time Delay × Effort and Sacrifice)
Maximise the top two. Minimise the bottom two. Fill each dial.
| Term | Your answer | The dial | |
|---|---|---|---|
| × | Dream Outcome (the one concrete result they reach today — the mini-dream outcome, not the full product’s transformation) | ________________ | Maximise — name a vivid, wanted win |
| × | Perceived Likelihood (why they’ll believe it delivers — proof, clarity, polish) | ________________ | Maximise |
| ÷ | Time Delay (how long until they feel the value — aim for minutes, not days) | ________________ | Minimise |
| ÷ | Effort & Sacrifice (work to consume it + what the opt-in asks of them) | ________________ | Minimise |
The mini-dream outcome, in one sentence:
(The specific, achievable result the prospect reaches by consuming this gift today.)
________________________________________
Format choice
Pick the format after the quick win is decided, not before. Note the win each format delivers, then commit.
| Format | Delivers a win by | Lead quality | Right for me? (✓ / why not) |
|---|---|---|---|
| Checklist | Making sure nothing is missed | Moderate–high | ________________ |
| Template | Removing blank-page effort | High | ________________ |
| Quiz / diagnostic | Giving a personalised verdict | High | ________________ |
| Discount / voucher | Lowering the price of a first buy | Lower (deal-led) | ________________ |
| Sample / free trial | Letting them experience the product | High | ________________ |
| Short guide / report | Teaching a method or insight | Moderate | ________________ |
| Calculator / tool | Doing a hard calculation for them | High | ________________ |
Format chosen: ________________
Why this format fits this win and this avatar:
________________________________________
Gift title (name the one specific problem; narrow beats broad):
________________________________________
Message-match check
Each link must keep the promise the one before it made. Write each, then read down the column — it should tell one unbroken story.
| Link | What it says | Continuous? (✓ / fix) |
|---|---|---|
| Hook promised | ________________ | — |
| Gift delivers | ________________ | ____ |
| Core offer provides | ________________ | ____ |
Three mismatches to rule out (tick when cleared):
- Hook–gift — the gift answers the exact frustration the hook named, not an adjacent one.
- Gift–offer — the gift demonstrates the Unique Mechanism behind the offer, leaving them readier to buy, not pointed elsewhere.
- Gift–audience — the content’s complexity matches the avatar’s sophistication level above.
Instructions
- Fill the Inputs first. A gift designed without the hook and avatar in front of you drifts off-target by default.
- Define the mini-dream outcome in one sentence before anything else. Everything below answers to it.
- Run the four dials. Make the outcome specific, the promise credible, the value instant, the ask small. A vague answer in any box is the gift’s weak point — sharpen it now.
- Choose the format after the win, not before. Match the format to the kind of quick win; ignore preference.
- Name the title around one problem. If you reach for ultimate or complete, you have not yet decided what the gift is about.
- Run the message-match check. Clear all three mismatch boxes before producing a word of content — an unqualified list costs you two steps downstream, where it is hard to trace.
- Carry this into the asset. These answers are the brief for
prompts/Gift.mdand the spec for the landing page.
Feeds: → the IDENTIFY step — the opt-in form that captures, tags, and segments the leads this gift earns.
Sources: 2.2-gift.md · prompts/Gift.md · the GIFT SOP (in 2.2-gift.md)