🍊 Lead Magnet Club #17: "the SEO founder playbook"

hey club,

$2M in revenue. bootstrapped. sold.

all from SEO. in one of the most competitive niches: email marketing.

kalo yankulov did it with encharge.io, going up against hubspot, mailchimp, and activecampaign.

this week we break down his 9,300-word SEO guide that got 1,138 comments in 3 days.

what we cover:

→ kalo's SEO guide breakdown (and why founders listened)
→ what the book "Oversubscribed" teaches about demand vs. capacity
→ 🆕 free tool: AI headshot detector
→ how to find inspiration from other creators' lead magnets

let's dive in.

🧲 lead magnet of the week

the SaaS SEO playbook by @kaloyanyankulov

269 reactions • 1,230 comments • 7 reposts • keyword: "SEO"

the post:

kalo didn't write another keyword research guide. he wrote a founder's playbook, from someone who actually built and sold a business using SEO.

the offer: 9,300+ word guide covering his SCOPE framework (Syndication, Community, Outreach, Product, End-game), product-led SEO, AEO strategies for ChatGPT and Perplexity, plus early access to a new tool he's building.

why it worked:

→ credibility first: "$2M revenue with SEO alone" in the hook. not theory. proof.

→ david vs. goliath framing: "we were up against hubspot, mailchimp, activecampaign... their marketing budgets had more zeros than my GTA bank account." relatable underdog story.

→ anti-template positioning: "this isn't an n8n template that promises to print money while you sip hennessy on the beach." he called out what it's NOT.

→ specificity builds trust: 9,300+ words. SCOPE framework. dozens of real examples. you know exactly what you're getting.

→ bonus stacking: the guide + early access to his new LLM citation tool. two reasons to comment.

→ simple CTA: connect + comment "SEO". low friction.

kalo knows his audience: SaaS founders drowning in paid ads, looking for sustainable growth. his hook speaks directly to that pain.

💬 see the post → linkedin.com/posts/kaloyan-yankulov​

📚 book of the week

Oversubscribed by Daniel Priestley

kalo's post got 1,138 comments. that's 1,138 people who raised their hand and said "i'm interested."

daniel priestley (founder of Scorecard) wrote a book about exactly this: creating demand that exceeds your capacity.

i've been watching his youtube videos lately and this concept keeps clicking.

the oversubscribed mindset

most businesses operate in "chase mode": cold outreach, paid ads, hoping someone responds.

oversubscribed businesses flip this. they attract people who are already interested. people who come to them.

sound familiar? that's exactly what lead magnets do.

comments are the first filter

here's the thing: when someone comments on your post, they're not a cold lead anymore.

they saw your content. they resonated with it. they took action. that's a warm lead.

priestley talks about creating "signals" from the market. comments are exactly that: signals of interest.

→ 1,138 comments = 1,138 signals → each one is someone open to communication → each one started the relationship by engaging with YOU first

from signals to relationships

the magic isn't in collecting comments. it's in what happens next.

you deliver value (the lead magnet). you start a conversation. you filter based on your ICP. you follow up with the right people.

not everyone who comments will become a customer. but the ones who do? they already trust you. they already know your work.

priestley's advice: "give away ideas, charge for implementation."

that's the lead magnet playbook. give away the guide, the template, the framework. then work with the people who want to go deeper.

the capacity question

priestley asks: "how many customers do you need per year?"

if you need 20 clients at $5K each, you don't need to personally respond to 10,000 leads. you need to find the 20 right ones from a pool of warm, interested people.

lead magnets + automation help you: → maximize reach and engagement → capture every signal (comment) → deliver value instantly → then filter and focus on your ICP

that's how you go from chasing to being chased.

🛠️ tool of the week

1️⃣ free → AI Headshot Detector (new!)

is that linkedin profile photo real or AI-generated?

with AI headshots everywhere, it's getting harder to tell. so we built a tool to help.

what it does:

paste a linkedin profile URL → we check their headshot → know if it's AI-generated or real.

use cases:

→ verify profiles before accepting connection requests
→ check if that "founder" reaching out is legit

stop guessing. know for sure.

👉 try it: leads.sh/l/1ejrmb5r2wme (100% free)

2️⃣ for leadshark users → Lead Magnet Club (community feature)

ever wonder what lead magnets are working for other creators?

we just opened up the Club inside leadshark.

how it works:

share 3 of your automations → unlock the community feed → see what's working for others.

what you get:

→ get inspiration from top-performing lead magnets
→ see real performance stats from the community
→ support each other's posts (direct engagement coming soon)
→ learn from templates that actually convert

it's not about competition. it's about building a real community of creators who learn from each other.

🦈 try it: leadshark.io​

💬 note from the founder

here's why i built the Club feature:

i've been in too many slack groups and discord servers that feel dead. people join, lurk, and leave.

i wanted something different. a space where sharing is the entry ticket. you don't just consume, you contribute.

right now it's just a few of us in there. i want to grow this into a real community where we learn from each other and get better together.

Club feature is exclusive to pro users and above, and not available on trial. but if you want to try it, reply to this email and i'll send you a $1 code for 1 month of pro+ access.

onwards & upwards,

​🌀 ruzgar​

ps.

👥 forward this to a founder building their organic growth engine!

join the club → leadmagnet.club​