Structure for the reusable SOP. The full SOP is written in T10.1 after the test run, using what actually happened on this project. Written to work for any future lead magnet, not just the First 40 Hours Handoff Plan.
Purpose and scope
- Goal: take a lead magnet from idea to a tested, qualifying funnel that books calls.
- Covers: research, offer, map, build, CRM, creative, testing, hand-in.
- Roles: Strategist (sets direction, reviews), Builder (builds and tests), Approver (approves anything live or public).
Ground rules (apply to every step)
- Every claim has a source; every unknown is a named gap.
- No live or public change without the Approver's OK on the exact item.
- Workflows are built OFF; tested with test contacts only.
- Every task has an owner, deadline, status, priority and evidence.
- Review gate before each build stage and before hand-in.
Sections
| # | Section | Inputs | Steps (outline) | Output / evidence | Gate | This project's example |
|---|---|---|---|---|---|---|
| 1 | Research the audience and competitors | Company site, testimonials, call transcripts | Collect 3+ source types; review 3 competitor lead magnets on the same fields; record access dates | Source index, competitor matrix | — | Research/Pareto Source Index.md, Competitor Lead Magnet Matrix.md |
| 2 | Build the source-backed Second Brain | Sources from §1 | Index (MOC), categories, front matter, links; run a 3-question retrieval test | Second Brain + retrieval result | — | T1.3 (pending) |
| 3 | Define ICP, personas, language and offer | §1–2 | One-paragraph ICP that excludes most readers; 3 personas by cause; exact-phrase language bank; format comparison; name via MAGIC; Value Equation; qualifying questions; routing tiers | ICP/persona file, language bank, offer file | Offer gate | Research/Part 1 Recommendation.md, Part 4 |
| 4 | Map the journey and record gaps | §3 | Map ad → page → capture → routes → booking/nurture → call; asset register; gap register; human checkpoints marked | Map + registers | Map gate | Business Map/ |
| 5 | Build the resource and brand system | §3, brand assets with permitted use recorded | Content, rules, templates; palette/type/imagery; accessible, text-selectable PDF | Resource + brand sheet | — | M4 |
| 6 | Build the page, app, form and booking path | §4–5 | Landing page sections; app; form with hidden fields; thank-you page; mock calendar | Local previews, then public URLs | Publish gate (Approver) | M5, M7 |
| 7 | Configure CRM and workflows with test records | §6 | Fields, pipeline, tags; opt-in, routing, follow-up, nurture, booking workflows — all OFF | Screenshots, workflow list | Email text gate (Approver) | M6 |
| 8 | Create ads and creative | §3, §5 | 5 different angles (not hook variants); 6 elements each; consistent visuals; UTMs per ad | Ad copy + images | — | M8 |
| 9 | Test links, permissions, mobile, workflows and email | §6–8 | Incognito link test; mobile/desktop; 1 test contact per route; check no duplicates or loops; turn workflows OFF after | Test report | Test gate | M9 |
| 10 | Assemble link index, walkthrough, Loom and final PDF | §1–9 | Exact link labels; unbuilt = label + dash; 2-min Loom; text-selectable PDF named per brief | Final PDF + Loom | Hand-in gate (Approver submits) | M10 |
Per-section template (for the full SOP)
Each section in the full SOP will use:
- Purpose: one line.
- Owner role.
- Inputs needed.
- Steps, numbered.
- Done when: acceptance test.
- Evidence to file.
- Common mistakes (from this project).
- Time guide (from this project's actuals).
Reuse notes
- Swap the audience, offer and assets; keep the gates, field list and test routine.
- Re-run research for each new lead magnet; don't copy this project's ICP or numbers.
- Replace every
ASSUMPTIONwith the new project's own numbers.