Neither format is automatically better. The right choice depends on what will help your ideal client think differently about their situation.

A downloadable guide works well when the person needs explanation, education or a useful framework. It gives you space to explore a problem and help them understand what they should consider next.

A quiz, scorecard or self-assessment is often stronger when the potential client needs help recognising where they are now. The interactive format can create a more personal moment of reflection and can also help segment follow-up around different needs or results.

For coaches, the strongest lead magnet is usually one closely connected to the problem the coaching addresses. A generic ebook created simply to collect an email address is unlikely to be as useful as something that gives the right person a genuine insight.