# Funnel Playbook

> Complete funnel strategy playbook. Hook-Story-Offer framework, page structure templates, copy rules, objection handling order, QA checklist, and traffic source benchmarks.

- Skill: `puretechnyc/funnel-playbook` (Agent Skill)
- Install (CLI): `npx skillmds@latest add puretechnyc/funnel-playbook`
- Raw SKILL.md: https://api.skillmd.com/api/skills/puretechnyc/funnel-playbook/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Marketing & Growth
- Author: puretechnyc (https://skillmd.com/u/puretechnyc)
- Updated: 2026-09-17
- Page: https://skillmd.com/skills/puretechnyc/funnel-playbook

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# Funnel Playbook Skill

**Load before**: building, editing, or QAing any funnel page.

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## Quick Reference

### Hook-Story-Offer (every page)

1. **Hook**: Lead with PAIN, not product. Be specific. Match traffic source temperature.
2. **Story**: Epiphany Bridge (backstory > wall > epiphany > framework > transformation)
3. **Offer**: The Stack (total value before price reveal, then actual price)

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## 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 only
```

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## Copy 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

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## 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 |
| LinkedIn | ~0.22% | B2B targeting, warm outreach |
| Webinar | ~0.13% | Education-heavy products |
| Email | ~0.12% | Nurture and re-engagement |

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## Lessons Learned from Production

1. **Scope elicitation before building**: Always ask who the target audience is, what angle to use, confirm pricing, and what the primary CTA destination is.
2. **Generalize first, specialize later**: Build for the broad audience first, then create narrow variants.
3. **Integrations section is standard**: Every vertical funnel should include a "Works with your existing tools" section.
4. **Roadmap must map to features**: Every feature card must appear in at least one roadmap phase.
5. **Copy review pass**: Check for duplicate/similar headlines across sections before deploying.
6. **No placeholder content**: Placeholders are build failures, not warnings. Page is not done until all content is real.

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## Pre-Build Questionnaire

Before building ANY funnel page, answer these questions:

1. Target audience: specific niche or general industry?
2. If niche: which specific tools/apps do they use?
3. Should the page reference specific tools or stay generic?
4. Pricing tier: which tier is this page for?
5. Primary CTA: where does the main button go?
6. Secondary CTA: discovery link destination?
7. Angle: pain-aware / solution-aware / comparison / social proof?
8. Are there real customer testimonials for this vertical?
9. What competitor/alternative is the reader considering?

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