Playbook SEED Series — Vol. 01

Build a D1 Lead Magnet
Your Competitors Charge For

Give away in 24 hours what your market is selling at $97–$997. Use AI to build it. Use comments and DMs to deploy it.

Comment or DM triggerDistribution model
Free to give, paid to buildPositioning play
Surfaces real painDM follow-up system
01

The Play

Your competitors are packaging knowledge into $97–$497 templates, checklists, audits, and toolkits. They're selling what most people in your market don't know how to build. You're going to build the same thing — with AI, in hours — and give it away for free.

The mechanism: post a comment-bait offer on LinkedIn, Instagram, or X. Someone comments or DMs. You deliver the asset. You follow up with one question. That question surfaces the real pain. That pain becomes the first conversation of your sales process.

The Core Insight

A D1 lead magnet isn't about building a list. It's about triggering a conversation with someone who already believes they need what you offer — proven by the fact that they raised their hand for a free version of something your competitors charge for.

Most people's lead magnets are vague promises: "5 tips to grow your business." A D1 lead magnet is a specific deliverable — something your prospect could have paid $200 for yesterday, and today got free from you. That shifts the relationship before you say a word.

The D1 Standard

If your competitor isn't actively charging for it, it's not D1. The test: search your niche on Gumroad, Etsy, or Teachable. If you find 3+ listings charging for this exact thing, you've found your asset.

02

The SEED Prompt

This is the master prompt. Run it once, get five specific assets your competitors are selling that you can build and give away. Every field matters — vague inputs return generic outputs.

SEED Prompt — D1 Lead Magnet
Help me build a D1 lead magnet for my [industry/niche]. I need something that other people in my space are actively charging for — something I can give away for free in exchange for a comment or DM. What are 5 specific things my competitors are selling at [price point: e.g. $97–$497] that I could build with AI and give away? For each of the 5 options, give me: 1. The exact asset name and format (PDF, spreadsheet, Notion template, etc.) 2. Why competitors can charge for this (what makes it valuable) 3. What I need to provide as input to build it with AI 4. The exact post hook I'd use to get comments/DMs 5. The one follow-up DM question that surfaces the real pain point My audience is [describe your ideal client: role, size, stage]. My niche positioning is: [one sentence about how you're different]. The biggest thing my market is struggling with right now is: [specific problem — not vague]. Build assets that are immediately usable, not conceptual. Think templates, audits, calculators, scripts, trackers — not courses or communities.

Why Each Field Matters

FieldWhat Happens If You Skip ItGood Example
Industry/nicheGeneric assets that don't match your market's language"B2B SaaS sales reps, mid-market"
Price pointAI builds $10 checklists, not $300 toolkits"$97–$297 range"
Ideal clientAsset solves wrong problem for wrong person"Founders at $2M–$10M revenue with a sales team"
Niche positioningAsset feels generic, not branded to your POV"I help service businesses build without hiring"
Current struggleMisses the acute pain — lands as nice-to-have"Can't convert discovery calls — objection at price"
03

5 Categories Competitors Charge For

Every paid asset in your market falls into one of five buckets. Once you know the bucket, AI can build the asset in under an hour. The bucket tells you what type of deliverable to request — and what format commands the highest perceived value.

CATEGORY 01
The Diagnostic Audit
Typical price: $97 – $497
A scored assessment that shows the prospect exactly where they're broken. Usually a questionnaire + scoring rubric + interpretation guide. Competitors charge for this because most buyers don't know what question to ask — they just know something isn't working.
Formats that work
Typeform quiz Google Form + Sheets scorer PDF self-audit Notion rubric
CATEGORY 02
The Done-For-You Template
Typical price: $27 – $197
A pre-built document, spreadsheet, or system they can drop in and use today. The value isn't the information — it's the hours they don't have to spend building structure from scratch. Notion dashboards, SOPs, proposal templates, tracking sheets.
Formats that work
Notion template Google Sheets Word/PDF SOP Airtable base
CATEGORY 03
The Decision Framework
Typical price: $47 – $297
A flowchart, decision tree, or scoring matrix that helps them make the exact call they keep getting stuck on. Could be a hiring decision, pricing decision, positioning decision. Competitors charge because the decision loop has a real cost — time, money, bad hires.
Formats that work
Decision flowchart Weighted scorecard 2x2 matrix PDF Miro template
CATEGORY 04
The Swipe File / Script Pack
Typical price: $37 – $197
Word-for-word copy they can use in emails, DMs, proposals, calls, or content. The highest-converting formats here are objection-handling scripts, cold outreach sequences, and proposal language. You're selling confidence — not information.
Formats that work
Email sequence PDF Call script doc DM templates LinkedIn swipe file
CATEGORY 05
The Calculator / Projection Tool
Typical price: $97 – $497
A working model that outputs a number they care about: revenue projection, cost savings, capacity model, ROI estimate. The number creates urgency in a way that words never will. "You're leaving $84K on the table" closes more conversations than "you could grow."
Formats that work
Google Sheets calculator Excel model Typeform + output Web tool
04

Prompt Builder

Fill in your context below. This generates a customized version of the SEED prompt, ready to paste into Claude or ChatGPT. The more specific you are, the sharper the output.

Your Context — Fill All Fields
Your Custom SEED Prompt
05

Examples By Industry

These are specific assets your competitors are likely selling right now — by category. Use these as inspiration when running the SEED prompt, or as a starting point for your own build.

NicheAsset Your Competitors SellPriceCategory
B2B Sales CoachesDiscovery call scoring rubric + debrief template$147Diagnostic Audit
Real Estate InvestorsRental property cash flow calculator (full model)$97Calculator
Marketing AgenciesClient onboarding SOP + contract template bundle$197Template
Executive Coaches90-day leadership plan + team audit framework$297Decision Framework
E-Commerce BrandsEmail flow swipe file (9 sequences, 60+ emails)$197Swipe File
HR ConsultantsHiring decision scorecard + interview question bank$127Decision Framework
Business CoachesRevenue leak audit (8-pillar diagnostic)$97Diagnostic Audit
Fractional CFOs13-week cash flow projection model$297Calculator
LinkedIn Ghostwriters30-day content calendar + hook formula swipe file$77Template
SaaS FoundersPricing page A/B test checklist + conversion audit$147Diagnostic Audit
How to Find More

Search your niche keyword on Gumroad, Stan.store, Etsy (digital products), and Teachable marketplace. Filter by price $50–$500. Sort by bestselling. Every listing is a data point — the ones with 100+ sales are your D1 targets.

06

The Follow-Up DM Framework

The lead magnet gets the conversation started. The DM is where you find out whether this person has a real problem — or just collects free stuff. One question. The right question.

The Core Rule

Never pitch in the delivery DM. Deliver the asset cleanly, then ask one specific question that forces them to name a real number or a real situation. Specificity filters.

The Delivery DM

This is what you send when someone comments or DMs to request the asset. Keep it human. Keep it short.

Delivery DM — Template
Hey [Name] — here's the [asset name] I mentioned: [link or attachment] Takes about 15 minutes to work through. It's the same framework I use with clients, so it should surface some useful stuff. Quick question while I have you — what's the one thing in your [process/pipeline/team] that feels like it's costing you the most right now? No pressure on this — just curious what's top of mind for you.

The 5 Follow-Up Questions by Category

The right follow-up question depends on the asset you gave them. Each category has a different "real pain" hidden behind the surface request.

After a Diagnostic Audit
"Once you run through the audit — what score do you think you'll get? And what happens in your business if that doesn't change in the next 90 days?" [Why it works: forces them to self-diagnose and attach a consequence. If there's no consequence, there's no urgency — and you know that immediately.]
After a Template
"What are you currently using for this? And is the issue that the process doesn't exist yet — or that it exists but no one's following it?" [Why it works: separates "doesn't have it" (build problem) from "won't use it" (leadership problem). Two very different sales conversations.]
After a Script / Swipe File
"What's the specific objection or moment in your [call/sequence/pitch] where things typically fall apart? Give me the exact line they say." [Why it works: the specific objection is the real problem. "Budget" is vague. "They say they love it but need to check with their partner" is a problem you can solve.]
After a Calculator / Projection Tool
"What number comes out of the model for you? And is that number surprising — or does it confirm something you already suspected?" [Why it works: if the number confirms a fear they already had, the urgency is already primed. You're not creating the problem — you're quantifying the one they're living with.]
After a Decision Framework
"What decision have you been putting off that this is actually for? How long has that been sitting on your desk?" [Why it works: the duration reveals the cost. If they've been stuck on a hiring decision for 4 months, that's not a lack of information — it's fear or accountability. Both are solvable.]
07

Build It With AI

Once the SEED prompt identifies your 5 options, you build one. Here's the full build sequence — from asset selection to delivery-ready format.

  1. Run the SEED prompt — pick the one that matches your current audience's language

    You'll get 5 options. Don't pick the one you think is best. Pick the one your audience is already using words like. If they say "pipeline" not "funnel," your asset should say "pipeline." Language match = perceived relevance.

  2. Build the asset in a second Claude session — with a dedicated build prompt

    Open a fresh session. Paste in: the asset name, format, your ideal client description, and the specific pain it solves. Ask Claude to build the full asset — not an outline, the full deliverable. For templates: request Notion-paste-ready or Google Sheets ready. For scripts: ask for it formatted as a word-for-word doc.

  3. Format it properly — the format is half the perceived value

    A Google Doc doesn't feel like a $200 asset. A well-structured PDF with sections, callout boxes, and a cover page does. Use Canva (free) to add a cover. Use Notion for templates. The format signals whether you're a professional or a content creator.

  4. Write your post — hook, offer, call-to-action

    Use the post hook Claude generated in the SEED prompt output. It should name a specific problem, make the specific giveaway clear, and tell them exactly what to do (comment a keyword or DM you). The keyword gives you a clean list of who to follow up with.

  5. Deliver within 2 hours of the comment

    Speed is positioning. Everyone says "DM me" and takes 3 days. You respond in 2 hours. That's the first signal that you operate differently. Use a simple Notion share link or a gated Google Drive link — no sign-up forms on the first touch.

  6. Send the follow-up question 24 hours later

    Give them time to use the asset. Then send the category-specific DM question from Section 06. Do not pitch. Do not mention your services. Ask the question and wait. The response tells you whether to book a call or move on.

The Build Prompt for Claude

"Build me a complete [asset name] for [ideal client]. Format: [Notion/Google Sheets/PDF]. The specific problem it solves: [one sentence]. Include: [sections/components]. Make it immediately usable — not a framework, the actual content. Write all copy, all sections, all scoring rubrics in full. Do not give me an outline."

08

The Viral Loop

A D1 lead magnet that only reaches the people who comment on your post is missing the multiplier. Every great giveaway has a required step that makes distribution the homework.

📣Post drops
→
💬Comment/DM trigger
→
📦Asset delivered
→
🔁Required share step
→
📈New comments

How to Build the Required Step Into the Asset

The Viral Loop Rule

Every delivery DM should include one action they naturally want to share with someone else — and you should make that share the gateway to getting more value. The homework equals distribution.

Viral Loop — Built Into Delivery
Here's the [asset name]: [link] One thing I'd love you to do after you use it — share it with one person on your team or in your network who's dealing with the same thing. Just forward this message or tag them in the post. If you do, reply back and let me know — I'll send you [bonus asset / advanced version / personal audit] as well. Totally optional — but most people find at least one person who needs this immediately.

Three Viral Loop Structures That Work

LOOP 01
Tag + Bonus
Tell them: "Tag one person who needs this in the comments, and I'll send you the advanced version / worksheet / follow-up guide." The tag brings new eyeballs to your original post. The bonus creates the incentive.
LOOP 02
The Team Forward
Build an asset clearly designed for a team — then say: "This works best when your whole team is aligned. Forward it to one person on your team and see what number they get." Now you're in two inboxes instead of one.
LOOP 03
The Results Share
For calculators and audits: "Share your score/result in the comments and I'll personally give you one recommendation." Social proof floods back into the original post. The comments section becomes a testimonial thread.
The Full Sequence

Post → Comment trigger → Deliver within 2hrs → 24hr follow-up question → Book call if pain confirmed → Viral loop keeps generating new comments while you're working. One asset, built once, running indefinitely.