# Scorecard marketing Human Guide

## What This Is For
A proven 4-step system for generating qualified leads through interactive assessments that arrive with rich data about each prospect. It gives the agent a clearer input/output frame for marketing analytics: what context to ask for, what decisions to make, and what usable artifact to return.

Use this as a human-readable version of the Scorecard marketing agent skill. It is meant for marketers, operators, founders, and other non-coders who want the workflow without reading agent-specific implementation instructions.

## When To Use This
- Use this when you need a repeatable process for scorecard marketing.
- Use this when the task needs judgment, examples, constraints, or a clear output format rather than a one-off prompt.
- Use this when you want to hand an AI assistant enough context to produce a usable marketing artifact.

## When Not To Use This
- Do not use this when you only need a quick factual answer.
- Do not use this when the work depends on private data you cannot share with the assistant.
- Do not use this as a replacement for legal, compliance, financial, or medical review.

## What You Need Before Starting
- The goal or business outcome you want.
- The audience, customer segment, or market context.
- Any source material the assistant should respect, such as notes, briefs, examples, URLs, or brand guidance.
- Constraints such as tone, length, channel, deadline, region, or approval requirements.
- A clear definition of what a good final answer should look like.

## Step-By-Step Workflow
1. State the job clearly: "Use the Scorecard marketing guide to help me with..."
2. Add context: audience, goal, offer, channel, source material, and constraints.
3. Ask the assistant to identify missing inputs before producing the final output.
4. Have the assistant follow the skill-specific guidance below.
5. Review the result against the final checklist and ask for revisions where needed.

## Skill-Specific Guidance
- "Moving toward" hooks ("Are you ready to [goal]?") outperform fear-based hooks
- The 3 Cs — Clarity, Credibility, Connection — must all be present
- Bonuses (free book, consultation, report) lift completion; a time expectation ("less than 3 minutes") reduces abandonment
- "[HEADLINE: Concept hook + promise] Are you ready to [desired outcome]?"
- "Answer [X] quick questions to discover [specific insight] and get personalized recommendations"
- "[CTA BUTTON] Start the Quiz (Takes less than 3 minutes)"
- Lead capture form goes first (name, email, optional phone)
- Question count scales with funnel stage: 8-15 cold-to-warm, 20-50 warm-to-sales, 30-150 client-to-fan
- Group questions into 2-7 measurable categories; assign 1-5 points per answer, weighting significant answers higher
- Add qualifying questions (budget, urgency, company size) in an "Uncategorised" group
- Avoid salesy, leading, lookup, and jargon questions
- Use "you" language: "How confident are you in your..." not "Rate your confidence level in..."

## Decision Points And Nuance
The original skill emphasizes: Core Principle, Scoring, The 4-Step Scorecard System, Landing Page, Questionnaire, Results Page, Sales and Marketing, Scorecard Naming Strategy, Conversion Benchmarks, Psychology Behind Why This Works.

Use these questions to steer the work:
- What is the intended audience or buyer?
- What source material must be preserved?
- What should the assistant optimize for: clarity, persuasion, accuracy, speed, creativity, or conversion?
- What examples represent the desired quality bar?
- What should the assistant avoid?

## Common Mistakes
- **Core concept:** The landing page exists for one purpose: get visitors to start the questionnaire. It must create enough curiosity and promise enough value that clicking "Start" feels irresistible.
- The 3 Cs — Clarity, Credibility, Connection — must all be present
- **Ethical boundary:** The hook must promise value the assessment actually delivers — never bait-and-switch into a sales pitch disguised as results.
- Avoid salesy, leading, lookup, and jargon questions
- | **Sliding scale** | Degree/frequency | "How important is X to you?" |
- **Ethical boundary:** Don't collect data you won't use to improve their results — every qualifying question (budget, urgency, size) must visibly shape the recommendation, not just route them to sales.
- **Ethical boundary:** Never inflate or deflate the computed score to steer a prospect toward the offer — the tier must reflect their actual answers.
- **Ethical boundary:** Never weaponize self-reported pain points to pressure a prospect — the data they volunteered is for tailoring help, not for manufacturing urgency.

## Copy-And-Paste Prompt
```text
Use the Scorecard marketing human guide.

My goal:
[Describe the business outcome]

Audience:
[Describe who this is for]

Context and source material:
[Paste notes, examples, links, or existing copy]

Constraints:
[Tone, length, channel, timeline, must-include items, must-avoid items]

Before producing the final output, ask me for any missing information that would materially improve the result.
```

## Final Checklist
- [ ] The output matches the original goal.
- [ ] The audience and context are reflected in the answer.
- [ ] Important constraints and source material were preserved.
- [ ] The assistant made the relevant decisions explicit.
- [ ] The final artifact is ready to use, review, or hand to the next person.

## Source
This guide was generated from the wondelai/skills skill entry for `scorecard-marketing`.

## Source Skill Notes
These notes preserve the nuance from the original skill. Use them as supporting reference when the workflow above feels too generic.

# Scorecard Marketing Skill

A proven 4-step system for generating qualified leads through interactive assessments that arrive with rich data about each prospect.

## Core Principle

**Everything is downstream from lead generation.** People buy to resolve psychological tension between their current reality and desired reality — a scorecard awakens dormant desires by asking revealing questions.

**The foundation:** Active searchers are harder to sell to (already decided, set budget); people with dormant desires buy from whoever helped them uncover the need. Interactive assessments create psychological engagement static content cannot — which is why they convert several times better than a PDF download (see [Conversion Benchmarks](#conversion-benchmarks)).

## Scoring

**Goal: 10/10.** Score a funnel against the six [Quick Diagnostic](#quick-diagnostic) rows: `score = round(satisfied_rows / 6 × 10)`. Read the bands as: **9-10** = all six pass (dormant-desire hook, email captured first, scored categories, unique per-tier content and CTA, tier-segmented follow-up); **5-7** = the funnel exists but generic results or late email capture cost it 2-3 rows; **≤3** = no concept hook or no scoring. Always give the current score and the specific rows to close to reach 10/10.

## The 4-Step Scorecard System

### 1. Landing Page

**Core concept:** The landing page exists for one purpose: get visitors to start the questionnaire. It must create enough curiosity and promise enough value that clicking "Start" feels irresistible.

**Why it works:** A concept hook taps a dormant desire; framing around a score triggers the primal drive to measure, rank, and improve. Curiosity plus low commitment ("takes 3 minutes") removes friction.

**Key insights:**
- The concept hook is the single most important element — it defines what visitors score themselves on. The 5 hook types: **moving toward** (goal), **pain removal**, **readiness** (decision validation), **category** (compare yourself to a standard), **knowledge** (test what you know)
- "Moving toward" hooks ("Are you ready to [goal]?") outperform fear-based hooks
- The 3 Cs — Clarity, Credibility, Connection — must all be present
- Bonuses (free book, consultation, report) lift completion; a time expectation ("less than 3 minutes") reduces abandonment

**Product applications:**

| Context | Landing Page Element | Example |
|---------|---------------------|---------|
| **Concept hook** | Frame around a score visitors want | "What's Your Marketing Score?" |
| **Moving toward** | Goal-oriented hook | "Are you ready to scale your business?" |
| **Readiness check** | Decision validation hook | "Should you launch a second location? Complete this checklist" |

**Copy patterns:**
- "[HEADLINE: Concept hook + promise] Are you ready to [desired outcome]?"
- "Answer [X] quick questions to discover [specific insight] and get personalized recommendations"
- "[CTA BUTTON] Start the Quiz (Takes less than 3 minutes)"

**Ethical boundary:** The hook must promise value the assessment actually delivers — never bait-and-switch into a sales pitch disguised as results.

See [references/industry-examples.md](references/industry-examples.md) when you need a starting hook for a specific niche — 50+ scorecard concepts and landing-page headlines across industries.

### 2. Questionnaire

**Core concept:** The questionnaire collects lead data while providing a gamified experience: capture contact information first, then ask scored questions grouped into categories that surface pain points, desires, and qualification signals.

**Why it works:** People enjoy answering questions about themselves (self-referential encoding), and capturing email before questions retains the lead even on abandonment. Scored categories make results feel scientific, increasing trust in the recommendations.

**Key insights:**
- Lead capture form goes first (name, email, optional phone)
- Question count scales with funnel stage: 8-15 cold-to-warm, 20-50 warm-to-sales, 30-150 client-to-fan
- Group questions into 2-7 measurable categories; assign 1-5 points per answer, weighting significant answers higher
- Add qualifying questions (budget, urgency, company size) in an "Uncategorised" group
- Avoid salesy, leading, lookup, and jargon questions

**Product applications:**

| Context | Question Type | Example |
|---------|--------------|---------|
| **Yes/No** | Checklist items | "Do you work out 3+ times/week?" |
| **Sliding scale** | Degree/frequency | "How important is X to you?" |
| **Open text** | Rare — slows completion | "What has stopped you in the past?" |

**Copy patterns:**
- Use "you" language: "How confident are you in your..." not "Rate your confidence level in..."
- Progress indicators ("Question 5 of 12") reduce abandonment; "Almost done!" maintains momentum
- Category names should be meaningful to the respondent, not internal jargon

**Ethical boundary:** Don't collect data you won't use to improve their results — every qualifying question (budget, urgency, size) must visibly shape the recommendation, not just route them to sales.

See [references/psychology.md](references/psychology.md) when writing or critiquing questions — the tension taxonomy (pain/desire/frustration), the 4-6 quantification sweet spot, and the personalization stats.

### 3. Results Page

**Core concept:** The results page delivers personalized value based on the respondent's score, creating tension between where they are and where they could be, with a clear next step calibrated to their tier.

**Why it works:** Scored, personalized results feel more valuable than generic advice and trigger the drive to improve (see [Psychology](#psychology-behind-why-this-works) below).