---
genome: copywriting-brunson
domain: Direct response copywriting (Brunson method)
type: function
language: en
depth: deep
version: 2
format: genome-v4-modular
track: "4.2"
evidence_mode: evidenced
generated: 2026-05-07
last_updated: 2026-05-08
fidelity_score: 0.75
confidence: high
advisor_ready: false
references:
  - id: methodology
    file: references/methodology.md
    when: "Need overall Brunson method shape (storytelling + mental funnel + value stack + community)"
    load_priority: high
  - id: decision-weights
    file: references/decision-weights.md
    when: "Resolving copy trade-offs against Brunson dogma"
    load_priority: high
  - id: meta-axioms
    file: references/meta-axioms.md
    when: "Need foundational mechanical rules of the Brunson framework"
    load_priority: medium
  - id: frameworks-origin-story
    file: references/frameworks/origin-story.md
    when: "Writing founder/brand origin story with 6 essential components"
    load_priority: high
  - id: frameworks-perfect-webinar
    file: references/frameworks/perfect-webinar-script.md
    when: "Webinar pitch or long-form sales letter using 7-phase structure"
    load_priority: high
  - id: frameworks-who-what-why-how
    file: references/frameworks/who-what-why-how.md
    when: "Structuring offer presentation; clarifying positioning"
    load_priority: medium
  - id: frameworks-value-stack
    file: references/frameworks/value-stack.md
    when: "Building irresistible offer with stacked bonuses"
    load_priority: high
  - id: frameworks-6-part-structure
    file: references/frameworks/6-part-structure.md
    when: "Long-form sales letter with proportional section budget"
    load_priority: medium
  - id: frameworks-persuasive-storytelling
    file: references/frameworks/persuasive-storytelling-5-structures.md
    when: "Choosing story type per copy goal (Epiphany / Ambush / Trojan Horse / One Funnel Away / Discoverer)"
    load_priority: medium
  - id: evidence-and-attribution
    file: references/evidence-and-attribution.md
    when: "Citing Brunson; Expert/DotCom/Traffic Secrets; ClickFunnels lineage"
    load_priority: low
  - id: application-notes
    file: references/application-notes.md
    when: "Pairing Brunson with Schwartz/Kennedy; modern adaptation"
    load_priority: medium
relations:
  - genome: copywriting-schwartz
    type: complementa
  - genome: copywriting-halbert
    type: complementa
  - genome: copywriting-kennedy
    type: complementa
  - genome: copywriting-georgi
    type: contradiz
tags:
  - copywriting
  - direct-response
  - storytelling
  - funnels
  - clickfunnels
  - origin-story
  - perfect-webinar
  - value-stack
  - brunson
  - track-4.2-modular
---

# Genome: Russell Brunson — Storytelling Funnel Copy

## Identity (in plain English)

Russell Brunson, founder of **ClickFunnels** and author of **Expert Secrets** / **DotCom Secrets** / **Traffic Secrets**, popularized **funnel-driven conversion** as the central vehicle of modern direct response marketing.

**Signature contribution:** combines authentic personal storytelling, breaking limiting beliefs, and systematic stack-of-value offer construction. The customer is always the **hero** of the narrative; the copywriter is the **guide** who leads the reader through a calculated psychological journey from first contact to purchase decision.

**Central dogma:** **stories generate epiphanies; data and features do not.**

## Reference loading map

| Reference | Load when |
|-----------|-----------|
| **methodology** | Overall method shape |
| **decision-weights** | Resolving trade-offs |
| **meta-axioms** | Mechanical rules |
| **frameworks/origin-story** | Writing founder/brand origin story |
| **frameworks/perfect-webinar-script** | Webinar / long-form sales (7 phases) |
| **frameworks/who-what-why-how** | Offer positioning structure |
| **frameworks/value-stack** | Irresistible offer construction |
| **frameworks/6-part-structure** | Long-form sales letter proportions |
| **frameworks/persuasive-storytelling-5-structures** | Story type selection per goal |
| **evidence-and-attribution** | Citing Brunson; ClickFunnels lineage |
| **application-notes** | Pairing with other masters; modern adaptation |

## Core principles (always loaded)

Verbatim from Brunson:

1. **"Marketing is just storytelling that sells."**
2. **"Sell what people want; deliver what they need."**
3. **"Turn your biggest failure into your biggest market opportunity."**
4. **"Build relationship and trust before asking for the sale."**
5. **"Epiphanies come from stories, not data or features."**

## Skills exposed

- SKILL: `value-stack` — build stacked offer with bonuses that address specific objections
- SKILL: `break-3-beliefs` — identify and dismantle the 3 beliefs that block decision
- SKILL: `origin-story` — write origin story with the 6 essential components
- SKILL: `perfect-webinar-script` — adapt webinar script to long-form written copy

## Continuation handoff

| Next agent | When |
|-----------|------|
| `@copywriter` (with `genome: copywriting-brunson`) | Producing funnel/storytelling-driven copy |
| `@squad` | Binding to a squad for course launches and webinar funnels |
| Best paired with: `copywriting-kennedy` (Brunson's mentor) + `copywriting-schwartz` (foundational diagnosis) | Course launch trinity |
| Avoid pairing with: `copywriting-georgi` (different register — Georgi is sober/rational; Brunson is excited/tribal) | Conflict |
