SecondAct Lead Capture — Jay's Decisions

Lead Capture — Speaking Events

QR Survey Design

REQ-1

What questions should the QR survey ask at KWAAI?

The QR code on slide 2 leads to a short survey (3 questions max) that captures email and feeds data into Digital Jay's knowledge. This is the first live test of the capture flow.

HIGH — Before Mar 5

A) Career reinvention + AI mentor interest + email Recommended

"What's your biggest question about reinventing your career?" + "Would you try an AI mentor?" + email. Feeds Digital Jay Q&A directly.

B) AI tool usage survey + email

Focus on audience's current AI usage. Good for market research but less personal.

C) Custom 3-question survey (Jay designs)

Jay writes his own 3 questions. Maximum personality, but needs time to draft.

Notes (optional)

Lead Capture — Content Flywheel

Substack Launch Timing

REQ-2

When should we launch the Substack newsletter?

Substack is the central hub of the capture ecosystem. Every channel feeds into it. Timing the launch affects whether we capture keynote momentum or build quietly first.

HIGH — This week

A) Launch immediately (before keynote)

Get it live now. QR survey at KWAAI can link directly to Substack. Risk: thin content archive.

B) Launch after keynote (Mar 6+) Recommended

Ride the keynote momentum. First issue recaps the talk. QR captures go to email list, then Substack invite.

C) Launch at book launch (April)

Maximum content stockpile. Launch with a bang alongside the book. Risk: lose early capture opportunities.

Notes (optional)

Lead Capture — Content Flywheel

AI Tuesday First Topic

REQ-3

What should the first AI Tuesday column cover?

AI Tuesday is a weekly tool review column — casual, conversational, "FaceTiming a friend about a cool AI hack." The first one sets the tone for everything that follows.

Medium — Before first Tuesday post

A) Jay's personal choice

Pick your most exciting AI discovery. Pure enthusiasm, sets the personal-voice tone.

B) Team suggests based on trending topics

We pick the highest-engagement topic from current AI news. Data-driven but less personal.

C) Tie to keynote theme Recommended

First AI Tuesday extends the keynote topic. Captures keynote attendees who want more. Natural content bridge.

Notes (optional)

Lead Capture — Columnist Strategy

TLDR Columnist Pitch Timing

REQ-4

When should we pitch TLDR for a columnist spot?

TLDR reaches 500K+ daily tech professionals. Jay identified their personality gap — "nothing that gets you to remember that newsletter." A column there is the highest-leverage lead gen channel for C-suite targets.

HIGH — Mar 10

A) Pitch now

Strike while the idea is fresh. Risk: no recent public credibility event to reference.

B) After keynote builds credibility Recommended

Pitch references KWAAI keynote, shows Jay is actively in the AI conversation. Stronger opening.

C) After Substack hits 1K+ subscribers

Prove audience demand first. Stronger pitch but delays the highest-leverage channel by months.

Notes (optional)

Lead Capture — Resource Pages

Email Capture Approach

REQ-5

How should resource pages capture email addresses?

Every resource page includes email capture. The question is whether to offer something in exchange. Lead magnets (free PDF downloads) dramatically increase capture rates — 5-10% vs 1-2% for plain email forms.

HIGH — Before first resource page

A) Simple email form

Clean and fast to implement. Lower conversion rate (1-2%) but zero content creation overhead.

B) Email + "what topic interests you?"

Captures email plus segmentation data. Helps personalize follow-up content.

C) Email + free PDF download (lead magnet) Recommended

Trade a valuable PDF for an email. Candidates: "10 AI Tools Every Retiree Should Know," "Second Act Self-Assessment Workbook," "BOSS Framework Quick Start." 5-10% capture rate.

Notes (optional)

Lead Capture — Speaking Events

QR Landing Page Flow

REQ-6

What happens after someone scans the QR code at a speaking event?

The QR code on slide 2 needs a landing page. The flow determines how many capture points we get from each scan. More steps = more data but lower completion. Fewer steps = higher completion but less data.

HIGH — Before Mar 5

A) Direct to Digital Jay

Simplest flow. Scan QR, land on Digital Jay. Zero friction but no email capture.

B) Survey + email, then Digital Jay

Quick survey (3 Qs + email), then redirect to Digital Jay. Captures email and data.

C) Survey + Substack subscribe + Digital Jay Recommended

Full funnel: survey (3 Qs) + email auto-subscribes to Substack + redirect to Digital Jay. Maximum capture from each scan.

Notes (optional)

Lead Capture — Content Flywheel

Content Tone Approval

REQ-7

What tone should all SecondAct content use?

Skip recommends: "Pretend like you're FaceTiming with a friend." The tone affects Substack, AI Tuesday, resource pages, and how Digital Jay sounds. Consistency matters — the audience should recognize Jay's voice everywhere.

Medium — Before first content

A) Casual/conversational everywhere Recommended

Skip's FaceTiming-a-friend tone across all channels. Personal, warm, approachable. Jay's personality IS the differentiator.

B) Professional/editorial tone

More polished, publication-ready voice. Fits columnist channels but may feel distant on Substack.

C) Mix by channel

Casual for Substack and AI Tuesday, professional for columns and resource pages. More complex to maintain.

Notes (optional)

Lead Capture — Paid Channels

Paid Ads (Pomeli) Scope

REQ-8

Should we invest in paid advertising now?

Pomeli is a Google AI ad tool that creates low-effort branded ads. The question is timing: paid ads work best when you have organic conversion data to optimize against. Without it, you're spending money to learn what organic channels teach for free.

Low — After organic baseline established

A) No paid ads now — organic first Recommended

Focus 100% on organic channels. Build conversion data first, then use paid to amplify what works. Zero marketing spend in Phase 1.

B) Test with $500/month LinkedIn

Small LinkedIn test targeting second-act demographics. Good for learning but diverts focus.

C) Test with $1K/month Google

Broader reach via Google. More expensive learning. Best after organic baseline.

Notes (optional)

SecondAct Lead Capture — Jay's Decisions

QR Survey Design

Substack Launch Timing

AI Tuesday First Topic

TLDR Columnist Pitch Timing

Email Capture Approach

QR Landing Page Flow

Content Tone Approval

Paid Ads (Pomeli) Scope

Decision Summary