Steven Bartlett's Goal Setting Guide (The Diary Of A CEO) — a Lead magnet funnel teardown
ProductEcommerce
TypeLead magnet
CategoryPersonal development
A free goal-setting PDF, given away from the same shop that sells The 1% Diary. The Diary of a
CEO’s Facebook page started advertising it on 6 October 2026 (“It took me 10 years to create
this. Now it’s yours.”), and the click lands on a product page in the DOAC Shop, with reviews,
a video of Bartlett and the store’s cart in the header, rather than on a squeeze page.
“Send me the guide” opens a Klaviyo modal that asks for an email and nothing else. The
questions come afterwards, presented as tailoring the guide: which of six topics you care
about, what you do for a living, and what’s holding you back. By then the address is already
saved, so the questions cost nothing in sign-ups and tag every subscriber for the emails
that follow.
What was not captured: the delivery email and anything after it (the inbox session had
expired), the last modal screen’s answers and success state, and a second pass with a
different interest. A bot check stopped the second attempt.
Funnel canvas — drag to pan, scroll or use the buttons to zoom. Each node links to that step's page.
The ad shows only the shop’s domain and a “Download” button. The click lands on a product page like the diary’s: product URL, 14 reviews, customer videos, the cart in the header. Opting in happens inside the store the guide is meant to sell from.
The first screen is one field. Interests, role and “what’s holding you back” come after it, presented as tailoring the guide, when leaving no longer loses the lead.
The modal asks “Where should we send your guide?”, so the first email from the shop is one the subscriber is waiting for. The interests and role answered on the way are there to segment what follows. The emails themselves are still to be captured.
Sell
Retain
Attract
Capture
Nurture
Made for a big screen
See all 5 steps as one map
On a computer this funnel opens as a canvas: every page at full length, side by side, with the arrows between them and the moves that make it work. A phone screen can't hold it, so here it's a list.
The ad shows only the shop’s domain and a “Download” button. The click lands on a product page like the diary’s: product URL, 14 reviews, customer videos, the cart in the header. Opting in happens inside the store the guide is meant to sell from.
The first screen is one field. Interests, role and “what’s holding you back” come after it, presented as tailoring the guide, when leaving no longer loses the lead.
The modal asks “Where should we send your guide?”, so the first email from the shop is one the subscriber is waiting for. The interests and role answered on the way are there to segment what follows. The emails themselves are still to be captured.
