# Lead Magnet — Content Model

Every Fletcher Method™ lead magnet is built from the **same six pieces**, no matter which layout (Core / 2A / 2B). The layout moves them around; the content model never changes.

> Core idea: the magnet is **one hot step** of a 9-step Product Roadmap — a fast, painful win. It opens a loop and drives the opt-in to the full-system training.

---

## The six pieces

### 1. Promise (the title — no card, it's the headline)
Use the **Million Dollar Message™** shape:

> **"The one-page [SYSTEM/CHEAT SHEET/TEMPLATE] that helps [AUDIENCE] get [RESULT] — without [PAIN 1], [PAIN 2], or [PAIN 3]."**

- Give it a short, punchy branded name + ™ (e.g. *The Discovery Call Cheat Sheet™*).
- Sub-headline = the full MDM sentence. Highlight the **outcome word(s)** (e.g. "high-ticket clients").
- Eyebrow label: `ONE-PAGE CHEAT SHEET · STEP 0N OF 9`.

### 2. The 3 Struggles (a "why it's not working" block)
Three things the audience has **tried and is stuck on** — the failed attempts, in their language. Each: a short bold title + 1–2 sentences. Close with a one-line "the real problem" gut-punch. **Red accents only** (pain).

### 3. Proof (the receipts)
Real results the publisher or their clients achieved **on this step** — with specific numbers. 2 big stats + one supporting line. Green stats.

### 4. The 3 Steps / Actions (the system — the hero)
Three concrete steps to implement, **in real detail**. Each step:
- A number + title + tiny stage tag (e.g. "First 15 min").
- A body sentence or two of what to actually do.
- A **"Say This On The Call" / do-this script line** (verbatim, valuable) where relevant.
- Optional 2-item checklist of concrete sub-actions.
- A do/don't tactic footer (green = do, red = never).
Steps must be specific ("Open with the Gap Question, write their exact words") not vague ("communicate value").

### 5. Roadmap context ("where this fits")
Shows the magnet is **Step N of 9**. Nine boxes = **3 stages × 3 steps**. The current step is highlighted green. Include the roadmap's branded name and a "You are here → Step N" note.

### 6. Call to action
One clear CTA to get the **rest of the system**: opt into the free training / webinar / VSL covering the full 9-step roadmap. Ink footer, green pill button. (Alternatives: download, book a call — but default is the training opt-in.)

---

## Field checklist (fill these before generating)

```
title:            e.g. "The Discovery Call Cheat Sheet™"
audience:         e.g. "coaches & consultants"
result:           e.g. "turn discovery calls into high-ticket clients"
pains:            [ "discounting", "chasing 'maybes'", "feeling salesy" ]
step_number:      1–9  (which roadmap step this magnet is)
roadmap_name:     e.g. "The Booked-Out Coach Roadmap™"
roadmap_stages:   [ {stage, [step1,step2,step3]} x3 ]   # 9 short labels
struggles:        [ {title, body} x3 ] + real_problem_line
proof:            { stat_1, stat_1_label, stat_2, stat_2_label, supporting_line }
steps:            [ {number, title, tag, body, say_this, checklist[2], tactic, tactic_type} x3 ]
cta:              { eyebrow, headline, subline, button_label }
logo:             blank slot | client logo
layout:           core | 2A | 2B
```

---

## Worked example (the reference build shipped in `templates/`)

- **title:** The Discovery Call Cheat Sheet™
- **audience:** coaches & consultants · **result:** turn discovery calls into high-ticket clients
- **pains:** discounting · chasing "maybes" · feeling salesy
- **step_number:** 5 · **roadmap_name:** The Booked-Out Coach Roadmap™
- **roadmap_stages:**
  - Stage 1 · Attract → Niche & Offer, Lead Magnet, Traffic
  - Stage 2 · Enroll → Book Calls, **Discovery Script (this magnet)**, Follow-Up
  - Stage 3 · Deliver → Onboarding, Delivery, Referrals
- **struggles:** (1) You drop the price to close · (2) You "wing" every call · (3) You chase the follow-up. Real problem: *"You don't have a repeatable close. You have hope — and hope doesn't scale."*
- **proof:** 60–80% of qualified calls closed at full price · $48K booked in a single month · "One coach went from a 1-in-10 close rate to $48K in 30 days — same calls, new script."
- **steps:**
  1. **Diagnose Before You Pitch** (First 15 min) — Open with the Gap Question, quantify the cost of staying stuck. *Say:* "So — where are you right now, and where do you want to be 90 days from today?" ✓ Write their #1 goal in their words ✓ Get them to name the cost. ✗ No offer in the first 15 minutes.
  2. **Prescribe the Bridge** (The pitch) — Name the one mechanism, one option, one price, one start date. *Say:* "The one thing that closes that gap is [offer]. It's [price], we start [date]." ✓ One option, one price, one start date ✓ Frame vs. cost of doing nothing. ✓ State the price, then go silent.
  3. **Close the Loop Same-Call** (The close) — Ask readiness 1–10; 8+ take payment now. *Say:* "On a scale of 1 to 10, how ready are you to start today?" ✓ 8+ → take payment ✓ Under 8 → ask what's missing. ✓ Book the kickoff before you hang up.
- **cta:** Get the other 8 steps → "Want the complete system? Watch the free 45-minute training." → **Watch the Free Training**
