scorecard-marketing

# Scorecard Marketing Skill A proven 4-step system for generating qualified leads through interactive assessments. This approach generates warm leads 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:** While people actively searching are harder to sell to (already decided, set budget), those with dormant desires buy from whoever helped them uncover the need. A well-designed scorecard converts 30-50% of visitors vs. 3-10% for traditional PDF lead magnets, because interactive assessments create psychological engagement that static content cannot. ## Scoring **Goal: 10/10.** When reviewing or creating assessment funnels or quiz landing pages, rate them 0-10 based on adherence to the principles below. A 10/10 means full alignment with all guidelines; lower scores indicate gaps to address. Always provide the current score and specific improvements needed 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 into a dormant desire the visitor didn't know they had. By framing the assessment around ...