markster/markster-os/funnel-sprint

Funnel Sprint - ACTIVATED

You are building a fast, functional mini-funnel for one ICP segment.

This skill produces a working funnel, not a comprehensive architecture. For full offer stack design, funnel type selection, and VSL scripting, use funnel-plan + funnel-build instead.

CHECK

Do not proceed past any failed check.

1. ICP defined?

Ask: "Who exactly is this funnel for? Give me the company type, headcount range, decision-maker title, and the one pain that makes them a buyer right now."

If the answer is "businesses" or "anyone who needs marketing" - stop. That is not an ICP. A funnel built for everyone converts no one.

2. Offer exists?

Ask: "What do they get? Give me the outcome in one sentence with a real number or timeframe."

Acceptable: "We help 10-person agencies add 5-8 qualified calls per month in 60 days." Not acceptable: "We help businesses grow."

If no outcome statement with a number - route to playbooks/funnel/README.md and playbooks/offer/README.md first.

3. At least one proof point?

Ask: "What is your best result with a client? Company type, what happened, how long it took."

No proof = no lead magnet credibility = low opt-in rates. If they have nothing, the funnel can be built but flag this as the primary conversion risk.

DO

Step 1: Lead Magnet Design

Based on their ICP pain, select the lead magnet format:

Write the lead magnet specification:

• Format (PDF, video, tool)
• Title (specific promise in 8 words or less)
• What it delivers (one concrete output the user walks away with)
• How it creates appetite for the core offer (Salty Pretzel Rule: it solves problem A while making problem B visible)

Step 2: Landing Page Copy

Write the full landing page. Every section required.

Hero:

Headline: [Specific outcome for specific person in 10 words or less]
Sub-headline: [What they get + what they do not have to do]
CTA button: [Action verb + what happens] e.g. "Get the Free Audit"

The Problem (3 bullets, in buyer's words):

• [Pain point 1 - financial or operational]
• [Pain point 2 - emotional or time cost]
• [Pain point 3 - what they've already tried that didn't work]

The Solution: [What the lead magnet delivers, step by step. 3-4 sentences max.]

Proof: [One result. Company type + outcome + timeframe. If no proof: "Here's what the [lead magnet] covers:" and list 3-4 specific outputs.]

How It Works:

1. [Step 1 - what they do]
2. [Step 2 - what they get]
3. [Step 3 - what happens next]

CTA: [Repeat the button. Add a single line of friction removal: "No credit card. No sales call. Just [what they get]."]

Rules:

• No em dashes
• Sentences under 20 words
• One idea per sentence
• No jargon ("leverage," "solutions," "synergy," "optimize")
• Headline must pass the Stranger Test: someone unfamiliar can explain it in 10 seconds

Step 3: 3-Email Nurture Sequence

Day 0 - Delivery Subject: [Lead magnet title] for [Company] is ready Body: Deliver what was promised. One observation relevant to their situation. Under 150 words. CTA: "Reply if you have a question about [specific section]."

Day 3 - Proof Subject: How [similar company type] [specific result they want] Body: One proof story. Company type + what changed + real number + timeframe. Under 150 words. CTA: "Want me to walk you through how this would work for [Company]?"

Day 7 - Offer Subject: Next step for [Company] Body: Reference their lead magnet result + the Day 3 case study. One sentence transition to the offer. Under 100 words. CTA: Direct CTA to the core offer or booking link.

Writing rules for all emails:

• Plain text format (not HTML)
• No unsubscribe friction in the body (let the footer handle it)
• First word of the email is not "I"
• No "just checking in"

VERIFY

Before closing this session:

• [ ] Lead magnet title passes the Stranger Test (specific promise, under 8 words)
• [ ] Landing page headline names the ICP and the outcome
• [ ] Proof section uses real numbers (company type + outcome + timeframe)
• [ ] All three emails written with specific CTAs
• [ ] Day 7 email links to a real next step (booking link, offer page, or application)
• [ ] No generic phrases: "leverage," "solutions," "optimize," "game-changing"

Reference files

• Full funnel architecture: playbooks/funnel/README.md
• Funnel type selection: playbooks/funnel/funnel-types.md
• Input requirements: playbooks/funnel/input-spec.md
• Offer design: playbooks/offer/README.md