dreyer-funnel-diagnosis
Dreyer Funnel Diagnosis
Based on Erik Dreyer's public method. Not affiliated with or endorsed by Erik Dreyer.
When to use
Use this skill when a business needs to understand why a funnel underperforms before commissioning new copy, or when developing a coherent creative strategy across an ad, landing page, and video sales letter (VSL). It also supports a focused revision when audience language, motivation, or perceived value appears to obstruct the next action. The deliverable combines an evidence-based diagnosis, a psychological audience brief, a creative hypothesis, usable copy, and a measurement plan.
The public foundation concerns relevance, audience understanding, language, value, and differentiation. The funnel measurement procedures are this package's operational extensions. Read the attribution boundary in references/method.md before claiming anything is Dreyer's documented process. The supplied 600+ experience figure is unverified here; never turn it into a validated dataset, performance guarantee, or credential for the agent. German terms are descriptive vocabulary, not invented proprietary method names.
Procedure
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Frame the assignment. Read templates/output-template.md, fields 1 and 2. Record the offer, buyer, channel, requested assets, business objective, and practical constraints. Translate a vague request such as better conversion into a defined action and denominator. Identify whether the task is an audit, a new funnel, or a limited copy revision.
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Establish evidence boundaries. Read references/sources.md and the provenance section in references/method.md. Separate Dreyer's public principles, client facts, and your own hypotheses. Do not fill research gaps with fictional customer insights or claim access to private scripts.
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Map the customer path. Use the funnel map in references/method.md. Identify the promise, decision, and observable transition at each stage, including follow-up or sales where relevant. Capture existing copy alongside performance evidence so diagnosis considers the entire path.
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Check the measurements. Follow the evidence rules in references/method.md. Record counts, date range, source, segment, attribution window, and tracking limitations. Check whether audiences and periods are comparable. Missing or unreliable measurements produce a provisional diagnosis and a concrete collection request.