| name | lead-magnet-therapy |
| description | Create CRPO-compliant lead magnets for therapy practices that build email lists without crossing ethical boundaries. Use when planning top-of-funnel content to capture leads. Creates concepts for guides, frameworks, and educational resources. CRITICAL: NO diagnostic assessments, NO outcome promises, NO psychological tests. Triggers on: create lead magnet, build email list, free resource ideas, content upgrade concepts. Outputs educational lead magnet concepts that provide genuine value while staying compliant. |
Lead Magnets for Therapy Practice
Build your email list with educational resources that provide real value—without CRPO violations.
The Problem with Traditional Lead Magnets for Therapy
Typical lead magnet playbook:
- "Take this quiz to discover your anxiety type!"
- "Rate your depression on our 10-question assessment"
- "Find out if you need therapy (self-test)"
Why these are CRPO violations:
- Psychological assessments require professional training
- Could be mistaken for diagnosis
- Creates liability
- Undermines professional standards
What we can do instead:
- Educational guides
- Decision frameworks (not assessments)
- Skill-building worksheets
- Resource libraries
CRPO Compliance for Lead Magnets
Mandatory Rules
✅ ALLOWED:
- Educational PDF guides
- Frameworks for decision-making
- Skill-building worksheets (ACT exercises, grounding techniques)
- Resource lists
- Email mini-courses
- Video explainers
❌ PROHIBITED:
- Diagnostic assessments ("Rate your depression 1-10")
- Psychological quizzes ("What's your anxiety type?")
- Symptom checkers ("Do you have clinical anxiety?")
- Self-scoring tests that suggest diagnosis
- Any tool that could be misconstrued as professional assessment
Safe Harbor Test: "Could a reasonable person mistake this for a professional clinical assessment?"
- If YES: Don't create it
- If NO: Probably safe (but verify)
Lead Magnet Types for Therapy
Type 1: Decision Framework (Not Assessment)
Concept: Help them decide if therapy is right for them (without diagnosing)
Example: "Is Therapy Right for You? A Decision Framework"
Format: PDF guide (5-7 pages)
Content Structure:
Page 1: What This Guide Is (And Isn't)
- This is NOT a diagnostic tool
- This IS a framework to think through your decision
Page 2: Signs Therapy Might Be Helpful
- Struggles lasting more than a few weeks
- Impacting daily functioning (work, relationships, sleep)
- Coping strategies not working anymore
- Feeling stuck or overwhelmed
Page 3: What Therapy Can (and Can't) Do
- CAN: Provide tools, support, understanding
- CAN'T: Fix everything immediately, replace medication when needed
Page 4: Questions to Ask Yourself
- Am I ready to talk about difficult things?
- Do I have time/resources for therapy?
- Am I looking for someone to tell me what to do, or help me figure it out?
Page 5: What to Look for in a Therapist
- Credentials (CRPO registered)
- Approach (CBT, ACT, psychodynamic, etc.)
- Logistics (virtual, in-person, availability)
- Fit (do they get you?)
Page 6: Next Steps
- If you're ready: Book a consultation
- If you're not sure: That's okay too
- Crisis resources if needed
CRPO Compliance: ✅ Decision support, not diagnosis
Type 2: Skill-Building Worksheet
Concept: Teach an ACT or grounding technique
Example: "5-Minute Anxiety Reset: 3 Grounding Techniques"
Format: One-page PDF (front and back)
Content Structure:
Front:
- Brief intro to grounding techniques
- Why they work (bring you to present moment)
Technique 1: 5-4-3-2-1 Method
[Step-by-step instructions]
Technique 2: Box Breathing
[Visual diagram + instructions]
Technique 3: Body Scan
[Guided script]
Back:
- When to use these
- What to expect (immediate relief vs. long-term practice)
- Want to learn more? [Link to services]
CRPO Compliance: ✅ Educational skill-building, not therapy itself
Type 3: Email Mini-Course
Concept: 5-7 day email series teaching a concept
Example: "Understanding Anxiety: 5-Day Email Course"
Format: Automated email sequence
Content Structure:
Day 1: What Anxiety Actually Is
- Physiological response, not character flaw
- Fight/flight/freeze explained simply
Day 2: Why Anxiety Sticks Around
- Avoidance paradox
- Safety behaviors that backfire
Day 3: The ACT Approach to Anxiety
- Acceptance vs. control
- Willing to feel it vs. trying to eliminate it
Day 4: Practical Tools
- Defusion techniques
- Values-based action
Day 5: When to Seek Professional Help
- Self-help vs. therapy
- What therapy adds
- How to find a therapist
CRPO Compliance: ✅ Educational, not treatment
Type 4: Resource Library
Concept: Curated list of helpful resources
Example: "The Ontario Mental Health Resource Guide"
Format: Multi-page PDF or webpage
Content Structure:
Crisis Resources
- Crisis line numbers
- ER mental health services
- Online crisis chat
Self-Help Resources
- Apps (Headspace, Calm, etc.)
- Books (with brief reviews)
- Podcasts
- YouTube channels
Professional Resources
- How to find a CRPO therapist
- Understanding insurance coverage
- Free/low-cost therapy options
- Support groups in Ontario
Educational Resources
- CMHA resources
- CRPO public resources
- Research-backed information sites
CRPO Compliance: ✅ Curated information, not advice
Type 5: Explainer Guide
Concept: Deep dive on one topic
Example: "The Complete Guide to ACT for Anxiety"
Format: Long-form PDF (15-20 pages)
Content Structure:
Section 1: What is ACT?
- History and philosophy
- How it differs from CBT
- Core principles
Section 2: The 6 Core Processes
- Acceptance
- Cognitive defusion
- Present moment awareness
- Self as context
- Values
- Committed action
Section 3: ACT for Anxiety Specifically
- Why ACT works for anxiety
- What to expect
- Common misconceptions
Section 4: Is ACT Right for You?
- When ACT is most helpful
- When other approaches might fit better
- How to find an ACT therapist
Section 5: Next Steps
- Resources for deeper learning
- How therapy with an ACT therapist works
CRPO Compliance: ✅ Educational deep-dive, not therapy itself
Type 6: Video Workshop
Concept: Pre-recorded video teaching a concept
Example: "Understanding Your Values: 30-Minute Workshop"
Format: YouTube video (unlisted) + PDF workbook
Content Structure:
Video:
- 5 min: Why values matter
- 10 min: Common values domains (work, relationships, health, etc.)
- 10 min: How to identify your values
- 5 min: Using values to guide decisions
PDF Workbook:
- Values reflection prompts
- Values clarification exercises
- Action planning worksheet
CRPO Compliance: ✅ Self-reflection tool, not assessment
Lead Magnet Concepts by Audience
For Students
"The University Student's Guide to Managing Academic Anxiety"
- Exam stress coping strategies
- Social anxiety on campus
- When to seek help vs. self-manage
- Campus resources + off-campus therapy
For Professionals
"The High-Achiever's Burnout Prevention Toolkit"
- Recognizing early warning signs
- Boundaries without guilt
- Values-based career decisions
- When imposter syndrome needs professional support
For Men's Mental Health
"Breaking the Silence: A Guy's Guide to Therapy"
- Why men avoid therapy (and why that sucks)
- What therapy actually looks like (not what TV shows you)
- How to find a therapist who gets it
- Common questions answered
For General Anxiety
"The Anxiety Survival Guide: What Works, What Doesn't, and Why"
- Myths about anxiety
- Evidence-based strategies
- When to DIY, when to get help
- Resources for Ontario
Creating the Lead Magnet
Step-by-Step Process
1. Choose topic based on:
- Most common client questions
- Most-visited blog posts
- Keywords you want to rank for
- Gaps in existing resources
2. Decide format:
- PDF guide: Evergreen, easy to create
- Email course: Higher engagement, more touchpoints
- Video: Higher production, but higher perceived value
3. Outline content:
- What will they learn?
- What can they DO after consuming it?
- Where does professional help fit in?
4. Create content:
- Write in your voice (use brand-voice profile)
- Include visuals (simple is fine)
- Proofread for CRPO compliance
5. Design delivery:
- Landing page with form
- Email automation to deliver
- Thank you page with next steps
6. Promote:
- Link from relevant blog posts
- Footer CTA on service pages
- Social media posts
- Exit intent popup (optional)
Landing Page Copy for Lead Magnet
Structure
Headline:
"Free Guide: [Benefit] Without [Pain Point]"
Example:
"Free Guide: Manage Anxiety Without Feeling Controlled by It"
Subheadline:
"[Number]-page guide to [specific outcome]. No fluff, just practical strategies."
Body (3-4 bullet points):
In this guide, you'll learn:
- Why common anxiety advice backfires
- 3 ACT techniques you can use today
- When self-help is enough (and when it's not)
- How to find the right therapist if you decide you need one
Form:
- Email (required)
- First name (optional, but helpful for personalization)
Below form:
"I'll never spam you. You can unsubscribe anytime."
After opt-in:
"Check your email! Your guide is on the way."
Email Delivery Sequence
Email 1: Immediate Delivery
Subject: "Your guide is here"
Body:
Thanks for downloading [Lead Magnet Name]!
[Link to PDF or video]
I hope you find it helpful.
[Brief personal note]
I created this because [reason - e.g., "these are the questions I get asked most often" or "this is what helped me when I was struggling"]
If you have questions after reading, feel free to reply.
Jesse Cynamon, RP (CRPO #10979)
NextStep Therapy
P.S. Want to work together? [Link to services]
Email 2: Follow-Up (Day 3)
Subject: "Did you get a chance to read it?"
Body:
Quick check-in: Did you get a chance to go through [Lead Magnet Name]?
[One key takeaway restated]
If you found it helpful, here are some related resources:
- [Blog post]
- [Another resource]
- [Service page if relevant]
Questions? Just reply.
Jesse
Email 3: Invitation (Day 7)
Subject: "Ready to take the next step?"
Body:
If [Lead Magnet Name] resonated with you, you might be wondering: "What comes next?"
For some people, self-help resources are enough. For others, working with a therapist makes a bigger difference.
If you're curious about therapy, I offer:
- Virtual sessions across Ontario
- Same-week availability
- Evening/weekend appointments
- ACT-informed, person-centered approach
No pressure. Just letting you know I'm here if you want to connect.
Book a consultation: [Link]
Jesse
Measuring Success
Track These Metrics
Conversion metrics:
- Landing page visits → opt-ins (aim for 20-40%)
- Opt-ins → email opens (aim for 50-70% for Email 1)
- Opt-ins → booked consultations (aim for 5-15% within 30 days)
Engagement metrics:
- PDF downloads (if hosted)
- Time on landing page
- Email reply rate
What to test:
- Headline variations
- Different lead magnet topics
- PDF vs. email course format
- Landing page copy
Common Questions
"How do I promote this without being salesy?"
Answer: Offer it as a genuine resource.
- "Wrote a guide on managing anxiety - thought you might find it helpful"
- "If you're struggling with [X], this might help"
Don't: "Download my FREE guide NOW before it's GONE!"
"Should I gate it behind an email form?"
Pros of gating:
- Build email list
- Can follow up
- Track who's interested
Cons of gating:
- Lower distribution
- Feels transactional
- Some people won't opt in
Recommendation: Gate it. But make the value clear.
"Can I share client stories in lead magnets?"
No. CRPO prohibits testimonials. Don't include:
- "Client X reduced their anxiety by 80%"
- Before/after stories
- Success rates
You CAN include:
- Your own experience (if comfortable)
- General patterns you notice (anonymized)
- Research findings (cited properly)
CRPO Compliance Checklist
Before publishing any lead magnet:
- Does NOT diagnose or assess
- Does NOT promise outcomes
- Does NOT include testimonials
- Clearly labeled as educational, not treatment
- Includes disclaimer if needed
- Professional credentials displayed
- Crisis resources included if covering serious topics
- No misleading claims
- Factual information only
Disclaimer Template (If Needed)
For lead magnets covering mental health topics:
EDUCATIONAL RESOURCE DISCLAIMER
This guide is for educational purposes only and is not a substitute for professional mental health care. If you are experiencing a mental health crisis, please contact:
- Crisis line: 1-833-456-4566
- Emergency services: 911
- Your healthcare provider
For personalized support, consider working with a CRPO-registered psychotherapist.
Jesse Cynamon, RP (CRPO #10979)
NextStep Therapy
Lead Magnet Ideas Library
Quick wins (easy to create):
- "3 Grounding Techniques" (1-page PDF)
- "Is Therapy Right for You?" (decision framework)
- "5 Questions to Ask a Therapist" (1-page PDF)
Medium effort: 4. "Understanding Anxiety" (5-day email course) 5. "The ACT Beginner's Guide" (10-page PDF) 6. "Burnout Prevention Toolkit" (multi-page PDF + worksheets)
High value (more work): 7. "Complete Guide to Finding a Therapist in Ontario" (20-page guide) 8. "Values Clarification Workshop" (video + PDF workbook) 9. "Mental Health Resource Library" (curated webpage)
The Test
Before launching your lead magnet, ask:
- Does this provide real value even if they never book? (If no, it's just a bait)
- Could a reasonable person mistake this for clinical assessment? (If yes, revise)
- Would CRPO approve of this? (If unsure, err on side of caution)
- Does it sound like me? (Use your voice, not generic)
- Is it genuinely helpful? (Would I share this with a friend?)
If all answers align, you're ready to launch.
Sources
Lead Magnet Best Practices:
CRPO Compliance: