Purpose: Decide, in writing, exactly how you will turn the desire created by your GIFT into a named, contactable, willing lead — what you ask for, how you confirm it, and what each piece of data does next. Fill this in before you build the form, not after.
When to run it: Before launching any ATTRACT campaign; again whenever your opt-in rate drops below benchmark or you introduce a new gift.
Inputs (carry these in before you start):
- The GIFT — the lead magnet, its value proposition, the landing page, and the opt-in mechanism you planned in the previous step.
________________ - The Customer Avatar — the segment, and its privacy expectations.
________________ - Brand Voice adjectives — from your Company Context.
________________
1. Form-field plan
Every field beyond email must earn its place by naming a segment it creates, an automation it triggers, or a communication it improves. If you cannot name that, the field does not belong on the form.
| Field | Keep it? (Y/N) | What it earns — the segment, automation, or message it enables |
|---|---|---|
| Email (the minimum viable unit — always Y) | ____ | ________________ |
| First name (personalisation vs. friction — justify or drop) | ____ | ________________ |
________________ (any further field — name it) | ____ | ________________ |
________________ | ____ | ________________ |
Default ask is email alone. Add first name only if the justification above is concrete. For a high-value, trust-intensive gift aimed at a privacy-sensitive segment, take email now and request the name later in the welcome sequence.
Total field count: ________ (fewer is better — each box is a toll charged to the people most willing to pay you)
2. Opt-in type choice
Single opt-in (SOI) completes on submission. Double opt-in (DOI) completes only after a confirmation click. Neither is categorically better — SOI wins on volume and speed, DOI on quality and compliance posture.
Chosen type (circle one): SOI / DOI
The reason, in one line: (traffic temperature · jurisdiction of most subscribers · how you weigh list size against engagement)
________________
________________
Consent line at the point of capture (required either way — clear statement of what is consented to, a privacy-policy link, and a way to withdraw; review wording with legal counsel):
________________
________________
3. Tag Map
The signature tool of this step. Define every tag before you go live — what it records, the segment it creates, and the downstream step that uses it. A tag names what happened (gift:conversion-checklist), never what you plan to do. If you cannot name a downstream use, drop the tag — and the field that generates it.
| Data captured | Tag applied | What it means / segment | Downstream step that uses it |
|---|---|---|---|
________________ | ________________ | ________________ | ________________ |
________________ | ________________ | ________________ | ________________ |
________________ | ________________ | ________________ | ________________ |
________________ | ________________ | ________________ | ________________ |
________________ | ________________ | ________________ | ________________ |
Rows come from your Foundation Blueprint: the Avatar’s distinct segments, the gifts you offer, and your primary traffic sources. Keep tag format consistent across every campaign — mixed formats silently fragment your segments. Apply tags automatically on submission; a tag that depends on someone remembering will drift.
Instructions
- Carry in the inputs. Pin down the GIFT, the Avatar’s segment and privacy expectations, and your Brand Voice adjectives before touching the rest.
- Plan the fields (Section 1). Start at email. Add nothing that cannot name the segment, automation, or message it enables. Record the total count.
- Choose the opt-in type (Section 2). Use the SOI/DOI trade-off deliberately against traffic temperature and jurisdiction. Write the reason down — do not inherit a default. Draft the consent line; send it for legal review.
- Build the Tag Map (Section 3). One row per tag. Each row must end in a downstream step. No downstream use, no tag.
- Generate the copy. Open
prompts/Identify.md, feed in the inputs above, and ask for headline, button-label, and trust-line variants. Refine the output against the chapter’s principles — the judgement is yours. - Wire and test before traffic. Connect the form to your ESP or CRM and verify with a live test submission: record appears, tags apply, delivery email fires, tracking pixel fires. “It probably works” is the abandoned cart of backend wiring.
- Review for consistency. Read the three sections together. The fields you ask for should generate the tags you defined, and every tag should feed a step you will actually run.
Feeds: → ENGAGE (immediate response, segmented by tag) and NURTURE (sequenced follow-up, routed by tag). The value of what you capture is realised only in the conversation after it.
See: 2.3-identify.md · prompts/Identify.md · the IDENTIFY SOP (in 2.3-identify.md)