---
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:
1. Capture attention with irresistible "bait"
2. Convert visitors into subscribers (traffic you own)
3. Qualify buyers with low-ticket offers
4. Ascend customers through increasingly valuable offers
5. 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:**
1. **Ad/Traffic Source** →
2. **Squeeze Page** (collect email) →
3. **Sales Page** (frontend offer) →
4. **Order Form** (with bump) →
5. **OTO 1** (upsell) →
6. **OTO 2** (upsell/downsell) →
7. **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):**
1. Who you are
2. What you're offering
3. Why they need it
4. How to get it
5. Address "the catch"
6. Add urgency
7. Guarantee
8. Recap

**For Mid-Ticket (Perfect Webinar):**
1. Big Promise + Hook to End
2. Qualify yourself
3. The One Thing (core concept)
4. Secret #1 (destroy myth)
5. Secret #2 (destroy myth)
6. Secret #3 (destroy myth)
7. The Stack (pile on value)
8. If/All close
9. Reveal price
10. Guarantee + Scarcity
11. 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

```markdown
## 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:**
- [ ] Compelling headline with benefit + curiosity
- [ ] Bullet points of what they'll learn
- [ ] Single opt-in form (name + email)
- [ ] No navigation links (no escape)
- [ ] Mobile optimized

**Sales Page:**
- [ ] Hook in first 5 seconds
- [ ] Story that builds connection
- [ ] Problem agitation
- [ ] Solution introduction
- [ ] The Stack (value building)
- [ ] Price reveal with contrast
- [ ] Guarantee prominently displayed
- [ ] Scarcity/urgency element
- [ ] Multiple CTAs throughout
- [ ] Testimonials/social proof

**Order Form:**
- [ ] Order summary visible
- [ ] Bump offer with checkbox
- [ ] Trust badges
- [ ] Guarantee reminder
- [ ] Simple form fields

### Pre-Launch Checklist

- [ ] Secret Formula completed (who/where/bait/result)
- [ ] Value Ladder mapped
- [ ] Funnel type selected
- [ ] All pages built and tested
- [ ] Email sequences loaded
- [ ] Upsells/downsells configured
- [ ] Payment processing tested
- [ ] Tracking pixels installed
- [ ] Mobile experience verified
- [ ] Competitor funnels studied

---

## 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