---
name: landing/funnel-design
description: >
  Sales funnel architecture using Brunson's Value Ladder. Selects funnel type
  based on product, audience awareness, and price point.
allowed-tools: [Read, Write, Edit, Agent]
---

# Funnel Architecture — `/landing funnel <type>`

> **Agent:** Ines (Conversion Strategist) | **Framework:** Value Ladder (Russell Brunson)

## Value Ladder

```
$$$$$ HIGH-TICKET (Done-For-You, Mastermind) → Application funnel
 ↑
$$$$ MID-TICKET (Course, Group Program) → Webinar funnel
 ↑
$$$ LOW-TICKET (Book, Templates) → SLO funnel (Self-Liquidating Offer)
 ↑
$$ ENTRY (Free+Shipping, $1 Trial) → Tripwire funnel
 ↑
FREE LEAD MAGNET (Ebook, Checklist) → Squeeze page
```

## Funnel Types by Context

| Awareness Level | Price Point | Funnel Type |
|----------------|-------------|------------|
| Unaware | Free | Content → Lead Magnet → Nurture |
| Problem-Aware | Low ($7-$47) | Lead Magnet → SLO/Tripwire → Upsell |
| Solution-Aware | Mid ($97-$997) | Webinar/VSL → Offer → Downsell |
| Product-Aware | Mid-High ($497-$2K) | Sales Page → Offer Stack → Upsell |
| Most Aware | High ($2K+) | Application → Call → Close |

## Funnel Architecture Output

For each funnel, define:
1. **Traffic source** — Where visitors come from
2. **Landing page** — First touchpoint (attention ratio 1:1)
3. **Lead capture** — How we get the email/contact
4. **Nurture sequence** — Email series building trust
5. **Offer page** — The sales page with offer stack
6. **Order form** — Checkout with order bump
7. **Upsell/downsell** — Post-purchase offers
8. **Thank you/onboarding** — Deliver value immediately

## Output → Obsidian: `WizardingCode/Landing-Pages/Funnels/FUNNEL-<slug>.md`
