| name | dotcom-secrets |
| description | Build high-converting sales funnels using Russell Brunson's proven framework Use when: **Launching an online product** and need a complete funnel strategy; **Converting cold traffic** into paying customers systematically; **Increasing customer lifetime value** through value ladder design; **Writing sales pages, webinars, or email sequences** with proven scripts; **Reverse-engineering competitor funnels** to model what works |
| license | MIT |
| metadata | {"author":"ClawFu","version":"1.0.0","mcp-server":"@clawfu/mcp-skills"} |
DotCom Secrets - Sales Funnel Mastery
Build high-converting sales funnels using Russell Brunson's proven framework
When to Use This Skill
- Launching an online product and need a complete funnel strategy
- Converting cold traffic into paying customers systematically
- Increasing customer lifetime value through value ladder design
- Writing sales pages, webinars, or email sequences with proven scripts
- Reverse-engineering competitor funnels to model what works
Methodology Foundation
| Aspect | Details |
|---|
| Source | DotCom Secrets (2015, updated 2020) |
| Expert | Russell Brunson - Co-founder of ClickFunnels |
| Core Principle | "The business that can spend the most to acquire a customer wins" - build a value ladder that maximizes customer lifetime value |
What Claude Does vs What You Decide
| Claude Does | You Decide |
|---|
| Structures production workflow | Final creative direction |
| Suggests technical approaches | Equipment and tool choices |
| Creates templates and checklists | Quality standards |
| Identifies best practices | Brand/voice decisions |
| Generates script outlines | Final script approval |
What This Skill Does
This skill transforms your approach to online sales by replacing scattered marketing tactics with a systematic funnel architecture.
Instead of driving traffic to a generic website, you'll create focused conversion paths that:
- Capture attention with irresistible "bait"
- Convert visitors into subscribers (traffic you own)
- Qualify buyers with low-ticket offers
- Ascend customers through increasingly valuable offers
- Maximize lifetime value with backend products
The result: predictable customer acquisition costs, higher profit margins, and the ability to scale through paid advertising.
How to Use
Prompt Examples
Design a complete sales funnel for my [product/service] targeting [audience].
Include the value ladder, funnel type selection, and page sequence.
Write a Soap Opera email sequence (5 emails) to nurture new subscribers
for my [business type]. Use the DotCom Secrets framework.
Create a Perfect Webinar script outline for selling my $997 [course/program]
to [target audience]. Include the 3 secrets structure.
Analyze this competitor's funnel and suggest improvements using
DotCom Secrets principles: [URL or description]
Design order form bumps and upsell sequence for my [product]
to maximize average order value.
Instructions
Step 1: Define Your Secret Formula
Answer these four questions before building any funnel:
1. Who is your dream customer?
- Demographics, psychographics, behaviors
- Their hopes, fears, struggles, desires
- Create a vivid avatar with a real photo
2. Where do they congregate?
- Facebook groups, forums, podcasts
- Influencers they follow
- Newsletters they read
- Search: "keyword + forum"
3. What bait will attract them?
- Free report, ebook, webinar, quiz
- Must match their specific desires
- Valuable enough to exchange email
4. What result will you deliver?
- Focus on transformation, not features
- Specific, measurable outcomes
- The "after" state they desire
Step 2: Build Your Value Ladder
Design offerings at each price tier:
BACKEND ($2,000+)
├── Done-for-you services
├── High-ticket coaching
├── Mastermind groups
├── Live events
│
MIDDLE ($100-$2,000)
├── Online courses
├── Group coaching
├── Workshops
├── Software subscriptions
│
FRONTEND ($7-$97)
├── Ebooks
├── Mini-courses
├── Templates
├── Low-ticket offers
│
BAIT ($0)
├── Lead magnets
├── Free webinars
├── Quizzes
├── Free + shipping offers
Rule: Each step provides 10x more value than the previous.
Step 3: Select Funnel Type
Match funnel to traffic temperature and price point:
| Traffic | Price | Funnel Type |
|---|
| Cold | Free-$47 | Free + Shipping, Tripwire |
| Cold/Warm | $47-$97 | Self-Liquidating Offer (SLO) |
| Warm | $100-$2,000 | Webinar, VSL |
| Warm | $200-$2,000 | Product Launch |
| Hot | $2,000+ | Application + Phone |
Step 4: Create Funnel Pages
Frontend Funnel Structure:
- Ad/Traffic Source →
- Squeeze Page (collect email) →
- Sales Page (frontend offer) →
- Order Form (with bump) →
- OTO 1 (upsell) →
- OTO 2 (upsell/downsell) →
- Thank You Page (next funnel teaser)
Key Elements per Page:
- ONE clear goal per page
- Hook in headline
- Story that builds connection
- Irresistible offer with Stack
- Urgency/scarcity
- Clear CTA
Step 5: Write Email Sequences
Soap Opera Sequence (New Subscribers):
| Day | Email | Purpose |
|---|
| 0 | Set the Stage | Welcome, set expectations |
| 1 | High Drama | Start with exciting moment |
| 2 | Epiphany | Share breakthrough discovery |
| 3 | Hidden Benefits | Unexpected advantages |
| 4 | Urgency + CTA | Create deadline, ask for action |
Daily Seinfeld Emails (Ongoing):
- 90% entertainment, 10% content
- Share daily observations/stories
- ALWAYS tie back to an offer
- Keep Attractive Character top of mind
Step 6: Apply Sales Scripts
For Low-Ticket (Who/What/Why/How):
- Who you are
- What you're offering
- Why they need it
- How to get it
- Address "the catch"
- Add urgency
- Guarantee
- Recap
For Mid-Ticket (Perfect Webinar):
- Big Promise + Hook to End
- Qualify yourself
- The One Thing (core concept)
- Secret #1 (destroy myth)
- Secret #2 (destroy myth)
- Secret #3 (destroy myth)
- The Stack (pile on value)
- If/All close
- Reveal price
- Guarantee + Scarcity
- CTA
Step 7: Optimize with Upsells
Order Form Bump:
- Checkbox offer after credit card, before submit
- Complementary product, ~$37-$47
- "Add [X] to your order for just $37"
One-Time Offers (OTOs):
- OTO 1: More of same OR done-faster solution
- OTO 2: Related product OR payment plan
- OTO 3 (optional): High-ticket application
Downsell Strategy:
- If they decline OTO, offer payment plan
- Or offer lighter version at lower price
Examples
Example 1: Online Course Funnel (Fitness Coach)
Value Ladder:
- Bait: "7-Day Meal Plan" (free PDF)
- Frontend: "Macro Mastery Mini-Course" ($27)
- Bump: "Recipe Book Bundle" (+$17)
- OTO 1: "12-Week Transformation Program" ($197)
- OTO 2: "Monthly Coaching Calls" ($47/month)
- Backend: "1-on-1 Coaching" ($2,000)
Funnel Flow:
Facebook Ad → Squeeze Page → Thank You + $27 Offer →
Order Form (bump) → OTO 1 ($197) → OTO 2 (continuity) →
Thank You Page → Soap Opera Sequence → Daily Emails →
Webinar Invite → $197 Program or $2,000 Coaching
Email Day 1 (High Drama):
Subject: I almost quit yesterday...
I need to tell you something that happened.
Yesterday I was THIS close to giving up on everything.
My client Sarah had been following her plan perfectly for 6 weeks. Zero results. She was devastated. I was confused.
Then I discovered something that changed everything...
[Story continues tomorrow - but here's a hint: it has nothing to do with calories]
Example 2: SaaS Product Launch
Value Ladder:
- Bait: "Funnel ROI Calculator" (free tool)
- Frontend: "Funnel Templates Pack" ($47)
- Bump: "Swipe File of 50 Headlines" (+$27)
- OTO 1: "Done-For-You Funnel Setup" ($497)
- OTO 2: "Annual Software License" ($297/year)
- Backend: "Agency Partnership" ($5,000)
Perfect Webinar Outline:
Hook: "How I Generated $127,847 in 30 Days With One Simple Funnel (And How You Can Too)"
Secret #1 - The Vehicle:
- "You don't need a big list to make sales" (destroys myth)
- Introduce: Traffic You Control → Traffic You Own
Secret #2 - Internal Beliefs:
- "You don't need to be tech-savvy" (destroys myth)
- Show: Templates do the heavy lifting
Secret #3 - External Beliefs:
- "It doesn't take months to build" (destroys myth)
- Case study: Client launched in 7 days
The Stack:
- Core training ($2,000 value)
- Template library ($500 value)
- Swipe files ($300 value)
- Live Q&A calls ($1,000 value)
- Bonus: 1-on-1 strategy call ($500 value)
- Total Value: $4,300
- Today Only: $497
Checklists & Templates
Value Ladder Planning Template
## My Value Ladder
### Bait (Free)
- Offer: ________________
- Delivery: ________________
- Goal: Collect email
### Frontend ($______)
- Offer: ________________
- Bump ($______): ________________
- Goal: Qualify buyers
### OTO 1 ($______)
- Offer: ________________
- Goal: Increase AOV
### OTO 2 ($______)
- Offer: ________________
- Goal: Continuity or downsell
### Middle ($______)
- Offer: ________________
- Delivery: Webinar / VSL / Launch
- Goal: Core profit
### Backend ($______)
- Offer: ________________
- Delivery: Application + Call
- Goal: Maximum value
Funnel Page Checklist
Squeeze Page:
Sales Page:
Order Form:
Pre-Launch Checklist
Skill Boundaries
What This Skill Does Well
- Structuring audio production workflows
- Providing technical guidance
- Creating quality checklists
- Suggesting creative approaches
What This Skill Cannot Do
- Replace audio engineering expertise
- Make subjective creative decisions
- Access or edit audio files directly
- Guarantee commercial success
References
- Book: DotCom Secrets by Russell Brunson (2015, updated 2020)
- Related: Expert Secrets, Traffic Secrets (complete trilogy)
- Software: ClickFunnels (funnel builder)
- Source:
sources/books/brunson-dotcom-secrets.md
Related Skills
- grand-slam-offers - Alex Hormozi's offer creation framework
- landing-page-copy - Page copywriting best practices
- email-writing - Email sequence frameworks
- copy-frameworks - AIDA, PAS, PASTOR for sales pages
- sales-pitch-dunford - For high-ticket phone sales
