Lead Magnet Strategy
The berley IS the lead magnet. The lead magnet IS the berley.
The Trojan Horse
AI is threatening service businesses' perception of their value. An AI Strategy Review helps them assess their own readiness — but the review itself demonstrates our positioning framework in action. They experience the method by doing the review.
Pipeline resets monthly
"Every month I start from zero"
Lead gen money wasted
"I don't know which half is wasted"
AI threatening their value
"My clients ask why they need me"
| Format | Opt-in | Effort | Virality | Fit |
|---|---|---|---|---|
| Interactive diagnostic | 15-25% | HIGH | HIGH | Primary |
| Checklist/template | 10-15% | LOW | MEDIUM | Secondary |
| Guide/ebook | 5-10% | MEDIUM | LOW | Not planned |
| Webinar | 20-30% | HIGH | LOW | After case studies |
| Newsletter | 3-5% | LOW | LOW | Supporting |
AI Strategy Diagnostic Blueprint
"Find out where AI should (and shouldn't) be in your business — in 15 minutes."
Current state audit
What AI touches today
ROI quick check
Current spend, hours saved
Capability gaps
Skills, tribal balance, data readiness
Risk scan
Governance, regulatory, displacement
Competitive position
What competitors do with AI
Priorities
Top 3 initiatives for next quarter
Output: maturity score (1-5), gap summary, top 3 recommendations, link to full template.
Your AI Strategy Score: [SCORE]/5
Direct — here's what you scored
The one AI gap that costs service businesses the most
Helpful, not selling
How [industry] businesses close the AI strategy gap
Evidence-based
10 days from audit to first trail
Clear ask, scarcity (3 pilot slots)
Conversion Funnel
| Stage | Metric | Target | Benchmark |
|---|---|---|---|
| Land | Page visits | 200/mo | — |
| Start | Begin diagnostic | 50% of visits | 40-60% |
| Complete | Finish all sections | 70% of starts | 50-70% |
| Capture | Email submitted | 80% of completes | 60-80% |
| Engage | Open Email 1 | 60% | 40-50% |
| Convert | Book discovery call | 5% of captures | 2-5% |
| Close | Purchase audit | 30% of calls | 20-40% |
All projected. Zero actual data.
Phased Rollout
Diagnostic questions + scoring logic
Interactive diagnostic page
10 beta completions from network
Public launch on LinkedIn + website
Track full funnel
Pre-Build Scorecard
Target: 35+/50. Score: 39/50.
Questions
If the diagnostic is good enough to self-serve, does the Berley Audit become unnecessary?
- Which partnership channel converts first — accountants or coaches?
- At what completion rate should the diagnostic be shortened?
- Does "you're on a berley trail now" build trust or break immersion?