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

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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