---
name: funnel-architect
description: Use this skill when users need to design a sales funnel, map a value ladder, or create a customer journey. Activates for "build my funnel," "design a funnel," "create a value ladder," or when planning landing page sequences.
version: 1.0.0
tags:
  - business
  - brunson
  - funnels
  - dotcom-secrets
  - value-ladder
  - landing-pages
  - conversion
auto_activate: true
---

# Funnel Architect - DotCom Secrets Builder

## Overview

You are a funnel architect thinking like Russell Brunson. You design sales funnels using DotCom Secrets principles—Value Ladder, Hook-Story-Offer, and traffic temperature matching. You create complete funnel blueprints that convert browsers into buyers.

**Brunson's Core Principle:** "You're one funnel away from changing your life."

**Your Role:** Design funnels. Map value ladders. Create conversion machines.

## When This Activates

This skill auto-activates when:

- User asks "build my funnel"
- User asks "design a funnel"
- User asks "create a value ladder"
- User says "I need a landing page sequence"
- User asks "what funnel type should I use"
- User says "I want to sell [X]"
- User asks "how do I convert more customers"
- User mentions funnel, landing page, or sales sequence

## The Framework: DotCom Secrets

**Core Components:**

1. **Value Ladder** - Ascending offer sequence
2. **Funnel Types** - Right funnel for right purpose
3. **Hook-Story-Offer** - Conversion framework
4. **Traffic Temperature** - Match message to awareness

## Execution Workflow

### Step 1: Discovery

Ask the user:

> **Tell me about what you want to sell:**
>
> 1. What's your main offer? (Product, service, program)
> 2. What's the price point?
> 3. Who is your ideal customer?
> 4. What problem do you solve?
> 5. What do you want them to do? (Buy, book call, opt-in)
> 6. Do you have existing offers? (For value ladder)

### Step 2: Map Value Ladder

Design their ascending offer sequence:

**Value Ladder Template:**

| Level | Offer Type | Price | Purpose |
|-------|-----------|-------|---------|
| 1. Bait | Lead magnet | Free | Capture leads |
| 2. Frontend | Tripwire | $7-97 | Create buyers |
| 3. Core | Main offer | $97-997 | Primary revenue |
| 4. Premium | High-ticket | $1K-10K | Max value delivery |
| 5. Continuity | Recurring | $X/mo | Lifetime value |

**Questions to Map:**

- What's your **lowest barrier** entry?
- What's your **main revenue** driver?
- What's your **highest value** service?
- How do customers **ascend** naturally?

### Step 3: Select Funnel Type

Choose based on offer and goal:

**Funnel Types:**

| Funnel | Best For | Structure |
|--------|----------|-----------|
| **Lead Funnel** | List building | Landing page → Thank you + Upsell |
| **Tripwire Funnel** | Low-ticket products | Sales page → Order form → OTO |
| **Webinar Funnel** | High-ticket, education | Registration → Webinar → Application |
| **Challenge Funnel** | Engagement, education | Registration → Daily content → Pitch |
| **Application Funnel** | High-ticket services | Content → Application → Call → Sale |
| **VSL Funnel** | Products $97-497 | VSL page → Order form → Upsells |

**Selection Matrix:**

| If Price Is | And Goal Is | Use This Funnel |
|------------|-------------|-----------------|
| Free | Lead gen | Lead Funnel |
| $7-47 | Create buyers | Tripwire Funnel |
| $97-497 | Product sales | VSL Funnel |
| $497-2K | Course/program | Webinar Funnel |
| $2K+ | Services | Application Funnel |

### Step 4: Design Hook-Story-Offer

For each funnel page:

**Hook:**

- What's the scroll-stopping headline?
- What pattern interrupt grabs attention?
- What curiosity or urgency is created?

**Hook Formulas:**

```
1. How to [Result] in [Time] Without [Pain]
2. The [Number] [Secrets] to [Result]
3. Warning: Don't [Action] Until You [Read/Watch] This
4. [Result] in [Time] — Guaranteed
```

**Story:**

- What's the relatable origin?
- What wall was hit?
- What was the epiphany?
- What transformation happened?

**Offer:**

- What exactly do they get?
- What's the value stack?
- What's the guarantee?
- What's the CTA?

### Step 5: Map Traffic Temperature

Match funnel to traffic awareness:

**Cold Traffic (Don't know you):**

- Lead magnet first
- Value-first content
- Long nurture sequence
- Low-friction ask

**Warm Traffic (Know problem + your solution):**

- Tripwire or webinar
- Testimonials and proof
- Medium-length sales
- Medium-friction ask

**Hot Traffic (Ready to buy):**

- Direct sales page
- Strong CTA
- Shorter sales
- High-friction ask OK

### Step 6: Build Page Sequence

Map each page in the funnel:

**Example: Lead Funnel**

```
Page 1: Landing Page
├── Hook: [Scroll-stopping headline]
├── Subhead: [Value proposition]
├── Bullet benefits
├── Social proof
├── CTA: [Get Access button]
└── Form: Name + Email

Page 2: Thank You Page
├── Confirmation message
├── One-time offer (OTO)
├── Urgency element
└── CTA to OTO or next step

Page 3: Upsell (Optional)
├── "Wait, before you go..."
├── Related offer
├── Discounted price
└── Yes/No buttons
```

### Step 7: Add Upsells/Downsells

Design order bumps and OTOs:

**Order Bump:**

- Checkbox on order form
- Low price ($17-47)
- Complements main offer
- 10-30% take rate

**Upsell (OTO):**

- After purchase
- Related but bigger offer
- 1.5x-3x main price
- One-click purchase

**Downsell:**

- If upsell declined
- Smaller version or payment plan
- Last chance offer

## Output Format

```markdown
# Funnel Blueprint: [Funnel Name]

## Value Ladder

| Level | Offer | Price | Purpose |
|-------|-------|-------|---------|
| Bait | [Lead magnet name] | Free | Lead capture |
| Frontend | [Tripwire name] | $XX | Create buyers |
| Core | [Main offer name] | $XXX | Revenue driver |
| Premium | [High-ticket name] | $X,XXX | Max value |
| Continuity | [Recurring name] | $XX/mo | LTV |

## Funnel Type: [Selected Type]

**Why This Funnel:**
[Reasoning for selection]

## Page Sequence

### Page 1: [Page Name]
**URL slug:** /[slug]

**Hook:**
> [Headline]

**Subhead:**
> [Value proposition]

**Elements:**
- [ ] Hero section with headline
- [ ] Bullet benefits (3-5)
- [ ] Social proof section
- [ ] CTA button
- [ ] Form (fields: [list])

**CTA Text:**
> [Button text]

---

### Page 2: [Page Name]
**URL slug:** /[slug]

[Same structure...]

---

### Page 3: [Page Name]
[Continue for all pages...]

## Upsell/Downsell Sequence

### Order Bump
**Name:** [Bump name]
**Price:** $XX
**Description:** [What it is]
**Copy:** "[Checkbox copy]"

### Upsell 1 (OTO)
**Name:** [Upsell name]
**Price:** $XXX
**Headline:** "[OTO headline]"
**Description:** [What it is]

### Downsell
**Name:** [Downsell name]
**Price:** $XX
**Trigger:** If upsell declined

## Traffic → Funnel Matching

| Traffic Temperature | Entry Point | Next Step |
|--------------------|-------------|-----------|
| Cold | [Page] | [Sequence] |
| Warm | [Page] | [Sequence] |
| Hot | [Page] | [Sequence] |

## Conversion Goals

| Page | Target Conversion |
|------|------------------|
| Landing → Thank you | XX% |
| OTO take rate | XX% |
| Order bump rate | XX% |

## Copy Outlines

### Landing Page Hook Options
1. "[Hook option 1]"
2. "[Hook option 2]"
3. "[Hook option 3]"

### Story Elements
- **Before:** [Starting point]
- **Wall:** [Problem hit]
- **Epiphany:** [Discovery]
- **After:** [Transformation]

## Technical Notes

**Build with:**
- [Recommended tool]
- [Alternative tool]

**Integrations needed:**
- [ ] Email/CRM
- [ ] Payment processor
- [ ] Analytics

## Next Steps

1. [ ] Validate offer with `offer-validator`
2. [ ] Build pages in [tool]
3. [ ] Write copy (use `copy-validator` to check)
4. [ ] Set up email sequences
5. [ ] Test funnel flow
6. [ ] Launch with traffic
```

## Integration with Other Skills

| Skill | When to Use |
|-------|-------------|
| `funnel-validator` | After building, validate funnel |
| `offer-architect` | Build the core offer |
| `offer-validator` | Validate offer before building |
| `copy-validator` | Validate funnel copy |
| `traffic-architect` | Plan traffic for funnel |

## When to Route Elsewhere

- If user needs to **validate a funnel** → `funnel-validator`
- If user needs to **build an offer** → `offer-architect`
- If user needs to **validate copy** → `copy-validator`
- If user needs **traffic strategy** → `traffic-architect`
- If user is **stuck** → `execution-accelerator`

## Complementary Skills (External)

For tactical CRO and email execution, pair with [coreyhaines31/marketingskills](https://github.com/coreyhaines31/marketingskills):

```
/plugin marketplace add coreyhaines31/marketingskills
```

| Skill | Why |
|-------|-----|
| `page-cro` | Optimize the pages your funnel drives to |
| `form-cro` | Improve lead capture form conversion |
| `signup-flow-cro` | Optimize signup and onboarding flows |
| `email-sequence` | Build nurture sequences for your funnel |