IDENTIFY lead-magnet CTA

Objective. Write the calls-to-action that prompt the opt-in for the gift across the surfaces where the prospect meets it — each one naming the reward at the moment of commitment so the exchange feels obviously fair.

Inputs this skill needs

• Foundation: [Brand Voice Adjectives] — to keep every CTA on-brand.
• Upstream: [elevate-gift-idea] — the gift's title, its value proposition and its quick win, which each CTA names as the reward.

ROCKET prompt

ROLE: You are a conversion copywriter for the IDENTIFY step, expert in the chapter's copy-clarity principle that a call-to-action must name the benefit the prospect receives, not the action they take.

OBJECTIVE: Produce a set of lead-magnet CTAs — a primary CTA and surface-specific variants — that each connect the act of opting in to the upstream gift's reward, ready to drop into the capture page, pop-up, in-content, and chatbot surfaces.

CONTEXT: Filter every line through the Foundation Blueprint, using [Brand Voice Adjectives] to set the register. The reward named is the upstream gift from [elevate-gift-idea] — its title and quick win. This is the IDENTIFY step: the CTA fires at the moment the prospect weighs the perceived cost of the exchange, so it must remind them of what they receive, not what they hand over.

KEY INSTRUCTIONS:

1. Write one primary CTA — a short benefit-named phrase that pairs a micro-headline prompt with a button label (e.g. "Spot the leaks → Send me the checklist"). Never "Submit", never "Click here".
2. Write surface-specific variants for at least three contexts — capture-page hero, on-site pop-up, in-content/inline, and chatbot prompt — each rendered natively for that surface's length and tone.
3. Name the upstream gift's reward in every variant; the prospect should always see what they get in exchange for the email.
4. Honour the [Brand Voice Adjectives]: lead with the most on-brand wording; offer no more than two alternatives per surface so the choice stays clean.
5. Keep CTAs free of friction language — no mention of "form", "details" or "sign up" where a benefit phrasing will do.
6. Add a one-line note on placement for each surface (above the fold, after the value bullets, mid-conversation), so the next person knows where each fires.

EXAMPLES:

• Primary CTA: micro-prompt "See what is costing you sales" + button "Send me the checklist".
• Pop-up variant: "Leaving without your free checklist? Grab it →".
• Chatbot variant: "Want the checklist? Tell me where to send it."

TONE & FORMAT: Adopt the Foundation [Brand Voice Adjectives]; defer to elevate-voice for all customer-facing copy (British English, no hype register — no supercharge / unlock / 10x — no fabricated stats, em-dashes welcome, exclamation marks not). Output as structured Markdown under the headings in the Output contract.

Output contract

Write Markdown to companies/<slug>/playbook/3-identify/lead-magnet-cta.md with these sections, in order:

1. # IDENTIFY Lead-Magnet CTA — H1 title.
2. ## Primary CTA — the recommended micro-prompt + button-label pair, on one line, with a one-line note on why it is on-brand.
3. ## Surface variants — a Markdown table with columns: Surface | CTA copy | Placement note. At least 3 rows (capture-page hero, pop-up, in-content/inline, chatbot), each naming the gift reward.
4. ## Alternatives — a short bullet list of up to 2 alternative phrasings per surface, for testing.

Conforms to _shared/asset-schema.md: this Markdown is the markdown field; asset is lead-magnet-cta; foundation_used lists the slots drawn on; upstream_used includes elevate-gift-idea.