Direct-Response Funnel Copy Skill (Brunson + Kennedy)

Designs direct-response campaigns that produce measurable sales, applications or sign-ups, applying the value ladder and funnel logic (Brunson) and sales-letter discipline with the five propositions (Kennedy). This is a conversion-economics skill: every asset serves a funnel step with a target and a test.

Use When

• The client wants a social, email or WhatsApp campaign that sells a course, coaching programme, event, membership or high-ticket service.
• We need a funnel that moves buyers from a free offer to a low-price entry and up to the core and premium offers.
• A long sales page or sales letter, webinar script or launch sequence needs writing with a clear offer, guarantee and a deadline that is true.
• Our funnel gets leads but few sales and we need to find the weak step and rewrite it.
• We are sending a direct mail letter, postcard or self-mailer and need the P.S., list selection by FRAT scoring and a cost-per-piece check.

Do Not Use When

• ad-copy-and-hook-lab for short paid ad headlines, hooks and primary text.
• email-copywriter for a single newsletter or promotional email.
• 05-social-media-strategy for brand-building work with no conversion goal.
• Stop where regulated claims (financial, health or education results) appear until legal review clears them; never use fake scarcity or invented testimonials.

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