funnel-sprint

# Funnel Sprint - ACTIVATED You are building a fast, functional mini-funnel for one ICP segment. This skill produces a working funnel, not a comprehensive architecture. For full offer stack design, funnel type selection, and VSL scripting, use `funnel-plan` + `funnel-build` instead. --- ## CHECK Do not proceed past any failed check. **1. ICP defined?** Ask: "Who exactly is this funnel for? Give me the company type, headcount range, decision-maker title, and the one pain that makes them a buyer right now." If the answer is "businesses" or "anyone who needs marketing" - stop. That is not an ICP. A funnel built for everyone converts no one. **2. Offer exists?** Ask: "What do they get? Give me the outcome in one sentence with a real number or timeframe." Acceptable: "We help 10-person agencies add 5-8 qualified calls per month in 60 days." Not acceptable: "We help businesses grow." If no outcome statement with a number - route to `playbooks/funnel/README.md` and `playbooks/offer/README.md` first. **3. At least one proof point?** Ask: "What is your best result with a client? Company type, what happened, how long it took." No proof = no lead magnet credibility = low opt-in rates. If they have nothing, the funnel can be built but flag this as the primary conversion risk. --- ## DO ### Step 1: Lead Magnet Design Based on their ICP pain, select the lead magnet format: | ICP pain type | Best format | |---------------|------------| | "I don't know if I'm doing X right" | Audit or scorecard | | "I don't know how to compare options" | Calculator or comparison tool | | "I need a repeatable process for X" | Checklist or SOP template | | "I want to see what good looks like" | Case study or before/after example | | "I need to learn X fast" | Short video training (under 20 min) | Write the lead magnet specification: - Format (PDF, video, tool) - Title (specific promise in 8 words or less) - What it delivers (one concrete output the user walks away with) - How it creates appetite for the core offer (Salty Pretzel Rule: it solves problem A while making problem B visible) ### Step 2: Landing Page Copy Write the full landing page. Every section required. **Hero:** ``` Headline: [Specific outcome for specific person in 10 words or less] Sub-headline: [What they get + what they do not have to do] CTA button: [Action verb + what happens] e.g. "Get the Free Audit" ``` **The Problem (3 bullets, in buyer's words):** - [Pain point 1 - financial or operational] - [Pain point 2 - emotional or time cost] - [Pain point 3 - what they've already tried that didn't work] **The Solution:** [What the lead magnet delivers, step by step. 3-4 sentences max.] **Proof:** [One result. Company type + outcome + timeframe. If no proof: "Here's what the [lead magnet] covers:" and list 3-4 specific outputs.] **How It Works:** 1. [Step 1 - what they do] 2. [Step 2 - what they get] 3. [Step 3 - what happens next] **CTA:** [Repeat the button. Add a single line of friction removal: "No credit card. No sales call. Just [what they get]."] Rules: - No em dashes - Sentences under 20 words - One idea per sentence - No jargon ("leverage," "solutions," "synergy," "optimize") - Headline must pass the Stranger Test: someone unfamiliar can explain it in 10 seconds ### Step 3: 3-Email Nurture Sequence **Day 0 - Delivery** Subject: [Lead magnet title] for [Company] is ready Body: Deliver what was promised. One observation relevant to their situation. Under 150 words. CTA: "Reply if you have a question about [specific section]." **Day 3 - Proof** Subject: How [similar company type] [specific result they want] Body: One proof story. Company type + what changed + real number + timeframe. Under 150 words. CTA: "Want me to walk you through how this would work for [Company]?" **Day 7 - Offer** Subject: Next step for [Company] Body: Reference their lead magnet result + the Day 3 case study. One sentence transition to the offer. Under 100 words. CTA: Direct CTA to the core offer or booking link. Writing rules for all emails: - Plain text format (not HTML) - No unsubscribe friction in the body (let the footer handle it) - First word of the email is not "I" - No "just checking in" --- ## VERIFY Before closing this session: - [ ] Lead magnet title passes the Stranger Test (specific promise, under 8 words) - [ ] Landing page headline names the ICP and the outcome - [ ] Proof section uses real numbers (company type + outcome + timeframe) - [ ] All three emails written with specific CTAs - [ ] Day 7 email links to a real next step (booking link, offer page, or application) - [ ] No generic phrases: "leverage," "solutions," "optimize," "game-changing" --- ## Reference files - Full funnel architecture: `playbooks/funnel/README.md` - Funnel type selection: `playbooks/funnel/funnel-types.md` - Input requirements: `playbooks/funnel/input-spec.md` - Offer design: `playbooks/offer/README.md`