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Free playbook

The Lead Mapping Playbook. Steal our 7-step workshop.

Most ads fail in the planning, not in the feed. This is the workshop we run before we build a campaign, written down so you can run it on your own business in about 90 minutes.

  • Work out what one lead is worth before you spend a dollar
  • Pick your first buyer and find their pain in their own words
  • Write ten hooks and the questions that filter out bad leads
  • Leave with a one-page campaign brief
Built from 87 real lead mapping sessions

Get the free playbook

16 pages. 7 worksheets. Instant download, plus a copy by email.

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It is yours.

We also emailed you a copy. Block 90 minutes, grab a pen and start with page 4, the lead math.

Download the playbook (PDF)

Want us to run the session with you? Request a quote

Cover of The Lead Mapping Playbook
The cover
The map: seven steps, one campaign brief
The 7-step map
Step 2 worksheet for scoring buyer segments
A worksheet for every step
Step 6: ten hook templates
Ten hook templates
What is inside

Seven steps. One campaign brief.

  1. 01Business modelWork out what one lead is worth before you spend a dollar.
  2. 02First segmentScore your buyers and pick the one that goes first.
  3. 03PainFind the problem in the buyer's own words, not yours.
  4. 04DifferentiatorRun the logo swap test until a competitor cannot copy you.
  5. 05OfferWrite a first step a stranger can say yes to mid-scroll.
  6. 06HooksTen templates across ten angles, so the market picks the winner.
  7. 07CTA and qualifierThe form, the filter and the follow-up, decided before leads arrive.
  8. PlusExamples and a cheat sheetThree before and after examples, a cheat sheet for 13 industries, the seven mistakes we see most and a 90-minute session agenda.
Questions

Before you download

What is a lead mapping session?

It is a structured workshop that turns a business into a campaign plan before a single ad is written. It settles who the first buyer is, what pain they feel, what makes you different, what you offer, which hooks to test and how leads get qualified and followed up.

Who is the playbook for?

Owners, founders and sales leaders of businesses that can already close deals and want more of the right people on their calendar. It works for service businesses, law firms, contractors, insurance and finance, software, clinics and coaches.

How long does it take to work through?

About 90 minutes. Each of the seven steps has a worksheet, and the answers go onto a one-page campaign brief you can hand to whoever builds your ads.

Is it really free?

Yes. Enter your first name and email and the download unlocks right away. No call required.

Can Secret Agents run the session with us?

Yes. When we run it with you, the map turns into AI video ad scripts, a hook set, ad copy, a landing page, lead form questions and a follow-up plan. Request a quote to get started.

Or run it with us.

We turn the map into ads, a landing page and a follow-up system.

Request a quote