funnel-playbook
Skill0 starsChanged 6 months agoMITView on GitHub
Complete funnel strategy playbook. Hook-Story-Offer framework, page structure templates, copy rules, objection handling order, QA checklist, and traffic source benchmarks.
In this repository17 other files it gives its agents.
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The file
We split this skill into the rules it gives an agent
7 rules. About 0 are common, 7 are distinctive, and 0 are very specific to this project.
≈0
Common · estimate
Many files like this have a rule of this kind.
≈7
Distinctive · estimate
This author's own choices. Worth a look.
0
Very specific
Tied to their project's names, files or tools. Probably skip.
- Common
- Distinctive
- Very specific
- Distinctive: line 117
Scope elicitation before building: Always ask who the target audience is, what angle to use, confirm pricing, and what the primary CTA …
- Distinctive: line 119
Integrations section is standard: Every vertical funnel should include a "Works with your existing tools" section.
- Distinctive: line 120
Roadmap must map to features: Every feature card must appear in at least one roadmap phase.
- Distinctive: line 121
Copy review pass: Check for duplicate/similar headlines across sections before deploying.
- Distinctive: line 128
Before building ANY funnel page, answer these questions:
- Distinctive: line 131
If niche: which specific tools/apps do they use?
- Distinctive: line 132
Should the page reference specific tools or stay generic?
≈ “Common” is an estimate: at least 1 in 5 of the 350,495 skill files we read have a rule of the same kind, not the same words. “Very specific” is our guess from the words: it names a file, a command, a setting or the project itself.
Files
Funnel Playbook Skill
Load before: building, editing, or QAing any funnel page.
Quick Reference
Hook-Story-Offer (every page)
- Hook: Lead with PAIN, not product. Be specific. Match traffic source temperature.
- Story: Epiphany Bridge (backstory > wall > epiphany > framework > transformation)
- Offer: The Stack (total value before price reveal, then actual price)
Page Structure (Default Funnel)
1. HERO (Required) - Eyebrow + headline (12 words max) + subhead (30 words max) + CTA + social proof strip
2. PROBLEM (Recommended) - Pain statement + 4-6 specific bullets in customer language
3. SOLUTION (Recommended) - Category creation ("not just another tool") + 3-5 highlights + product visual
4. FEATURES (Optional) - 3-6 benefit-led features with concrete outcomes
5. ROADMAP (Optional) - 3-6 phases Week 1 -> Month 3+, honest metrics only
6. SOCIAL PROOF (Recommended) - 2-3 testimonials (vehicle/internal/external objections), never fabricated
7. COMPARISON (Optional) - Only for "vs X" angles, honest feature-by-feature
8. PRICING (Required) - Price prominent, value stack, risk reversal (money-back guarantee)
9. FAQ (Required) - 5-8 items, ordered: price -> differentiation -> ease -> time -> guarantee
10. FINAL CTA (Required) - Closing headline + CTA button + guarantee restated + genuine urgency onlyCopy Rules
| Rule | Detail |
| Reading level | 5th-7th grade (12.9% CVR vs 2.1% for jargon) |
| No em dashes | Brand rule. Use commas, periods, or restructure. |
| First-person CTA | "Start my AI partner" not "Sign up" (10-90% lift) |
| Single primary CTA | One CTA per page = 266% boost. Appears 3x minimum. |
| Guarantee proximity | Money-back guarantee within 20px of every CTA |
| Social proof | Real only. No fabricated testimonials. 4.0-4.7 star range if ratings used. |
Objection Handling Order
| # | Category | False Belief | How to Handle |
| 1 | Vehicle | "This type of tool doesn't work" | Show the mechanism and proof |
| 2 | Internal | "I'm not skilled enough to use it" | Show simplicity and guidance |
| 3 | External | "I don't have time for this" | Show quick onboarding and automation |
Risk Reversal Framing
Write: "30-day money-back guarantee. Try it risk-free." / "Pay today, 30 days to decide." Never write: "Cancel anytime" / "Free trial" / "No commitment" / "Easy to cancel"
QA Checklist (Top 15)
- Headline leads with outcome, not product name (under 12 words)
- 5th-7th grade reading level throughout
- Single primary CTA, first-person, benefit-framed
- CTA button uses high-contrast accent color on dark background
- Money-back guarantee within 20px of every CTA
- Price clearly displayed with value stack context
- No fabricated metrics or testimonials
- Social proof strip in/near hero (2-3 items)
- FAQ: 5-8 items covering vehicle/internal/external objections
- All CTA URLs include UTM parameters
- Valid page structure (no broken links)
- Mobile: CTAs in thumb zone, touch targets 44x44px, loads under 3s
- Images compressed under 300KB, responsive
- No em dashes in any copy
- Consistent brand voice throughout
Funnel Type Selection
| Trigger | Funnel Type | Traffic Temp |
| Search "[industry] [tool type]" | Industry landing page | Warm |
| Search "[product] vs X" | Comparison page | Warm-Hot |
| Social ad / Outreach | VSL/Webinar reg > Watch > Offer | Cold-Warm |
| Blog / SEO content | Content > Lead magnet > Email gate > Nurture > Sales | Cold |
| Referral from customer | Direct landing, testimonial-heavy | Hot |
Traffic Source CVR Benchmarks
| Channel | End-to-End CVR | Best For |
| SEO | ~0.31% | Long-term, high-intent |
| ~0.22% | B2B targeting, warm outreach | |
| Webinar | ~0.13% | Education-heavy products |
| ~0.12% | Nurture and re-engagement |
Lessons Learned from Production
- Scope elicitation before building: Always ask who the target audience is, what angle to use, confirm pricing, and what the primary CTA destination is.
- Generalize first, specialize later: Build for the broad audience first, then create narrow variants.
- Integrations section is standard: Every vertical funnel should include a "Works with your existing tools" section.
- Roadmap must map to features: Every feature card must appear in at least one roadmap phase.
- Copy review pass: Check for duplicate/similar headlines across sections before deploying.
- No placeholder content: Placeholders are build failures, not warnings. Page is not done until all content is real.
Pre-Build Questionnaire
Before building ANY funnel page, answer these questions:
- Target audience: specific niche or general industry?
- If niche: which specific tools/apps do they use?
- Should the page reference specific tools or stay generic?
- Pricing tier: which tier is this page for?
- Primary CTA: where does the main button go?
- Secondary CTA: discovery link destination?
- Angle: pain-aware / solution-aware / comparison / social proof?
- Are there real customer testimonials for this vertical?
- What competitor/alternative is the reader considering?
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