Funnel Validator - DotCom Secrets Scorecard
Overview
Ruthlessly assess existing funnels against Russell Brunson's DotCom Secrets framework. Score objectively, expose conversion killers, prescribe actionable fixes.
Brunson's Core Principle: "You're one funnel away from changing your life."
When This Activates
- "validate my funnel" / "rate my funnel"
- "is my funnel good"
- "why isn't my funnel converting"
- Checking funnel before driving traffic
- Low conversion rates on landing pages
- Optimizing existing funnel
Key Difference from funnel-architect
- funnel-architect: Designing funnels from scratch
- funnel-validator: Assessing existing funnels, scoring, fixing
The Framework: DotCom Secrets Scorecard
HOOK (Grab Attention) → STORY (Build Connection) → OFFER (Close the Deal)
Scoring Dimensions (6 total):
| Dimension | Weight | What It Measures |
|---|---|---|
| Hook Strength | 2x | Does it stop the scroll and grab attention? |
| Story Connection | 1.5x | Does it create emotional connection and belief? |
| Offer Clarity | 2x | Is the offer clear, compelling, and irresistible? |
| Value Ladder Fit | 1x | Does this funnel fit the ascension path? |
| Traffic Match | 1.5x | Is the funnel matched to traffic temperature? |
| Conversion Path | 1x | Is the next step obvious and frictionless? |
Max Score: 100 points
Rating Scale
| Score | Rating | Verdict |
|---|---|---|
| 85-100 | Conversion Machine | Ready to scale. Minor optimizations only. |
| 70-84 | Strong Funnel | Good foundation. Fix weak points, then scale. |
| 55-69 | Leaky Funnel | Significant gaps. Fix before scaling traffic. |
| 40-54 | Broken Funnel | Major issues. Rebuild key components. |
| 0-39 | Non-Functional | Start over. Fundamental problems throughout. |
Traffic Temperature Reference
| Temperature | They Know | Appropriate Funnel |
|---|---|---|
| Cold | Nothing about you | Lead funnel, value-first content |
| Warm | Problem + your solution | Tripwire, webinar, challenge |
| Hot | Ready to buy | Sales page, order form, call booking |
Value Ladder Reference
1. Free: Lead magnet, free content
2. Low-Ticket: $7-97 tripwire, self-liquidating offer
3. Mid-Ticket: $97-997 course, program
4. High-Ticket: $1K-10K coaching, done-for-you
5. Continuity: Recurring membership, retainer
Integration
| Skill | When to Use |
|---|---|
funnel-architect | After validation, rebuild weak areas |
copy-validator | Validate the copy on each page |
offer-validator | Validate the core offer separately |
traffic-architect | Design traffic strategy for validated funnel |
For complete scoring criteria for all 6 dimensions, red flags checklist, epiphany bridge framework, CTA best practices, output format template, example validations (leaky funnel, strong funnel), and common validation mistakes, see: references/full-guide.md