@lucapimenta/copy-chief-black 1.0.0

package/framework/copy-squad/checklists/sabri-selling-like-crazy.md

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+# Sabri Suby - Sell Like Crazy Checklist
+
+> **Expert:** Sabri Suby
+> **Source:** Sell Like Crazy (8-Phase System), King Kong Agency, Godfather Offer Framework, Magic Lantern, 17-Step Secret Selling System
+> **Use:** Audit funnels, validate offers, test ad creatives, optimize conversion, and score campaigns before launch.
+> **Reference:** `~/.claude/copy-squad/sabri.md` for full Voice DNA profile.
+> **Minimum passing scores indicated per section.**
+
+---
+
+## Section 1: 8-Phase Sell Like Crazy Audit (40-Point)
+
+Run this audit on the COMPLETE funnel. Each phase must score independently.
+A broken phase breaks every phase after it. Minimum: 32/40 total (80%).
+
+### Phase 1: Dream Buyer Identification
+
+| # | Check | Pass? | Why It Matters |
+|---|-------|-------|----------------|
+| 1 | [ ] **HALO Research Complete** -- Hopes, Aspirations, Losses, and Obstacles mapped using real data (not assumptions). At least 3 platforms researched. | | Without real research, every piece of copy is a guess. Sabri's HALO strategy ensures the entire funnel speaks the prospect's ACTUAL language, not what you THINK their language is. |
+| 2 | [ ] **9 Dream Buyer Questions Answered** -- All 9 questions answered with SPECIFIC data: where they hang out online/offline, what they read, frustrations, fears, daily irritations, secret desires, exact language. | | The 9 questions are the minimum viable buyer profile. Skipping any one creates a blind spot that weakens every subsequent phase. |
+| 3 | [ ] **VOC Quotes Extracted** -- Minimum 20 direct quotes from real prospects using their EXACT words, sourced from reviews, forums, comments, social media. | | Copy written from marketer language converts at a fraction of copy written in the prospect's own words. VOC quotes are the raw material for hooks, bullets, and headlines. |
+| 4 | [ ] **3%/17%/20%/60% Segments Mapped** -- Each market segment identified with specific language and triggers for that awareness level. | | Writing one message for all segments means writing a message that resonates with none. Each segment needs its own funnel entry point. |
+| 5 | [ ] **Competitor Research Done** -- Top 5 competitors identified, their offers dissected, their ad creatives collected, their funnel mapped. | | You cannot build a Godfather Offer without knowing what every other offer in the market looks like. The offer must be COMPARATIVELY irresistible. |
+
+### Phase 2: HVCO (High-Value Content Offer) Creation
+
+| # | Check | Pass? | Why It Matters |
+|---|-------|-------|----------------|
+| 6 | [ ] **Solves ONE Burning Problem** -- The HVCO addresses one specific, painful, urgent problem -- not three vague ones. | | A diffuse HVCO creates diffuse interest. A laser-focused HVCO creates desperate opt-ins. |
+| 7 | [ ] **Genuinely Valuable** -- If someone used ONLY the HVCO and never bought, they would still benefit significantly. | | If the free content is weak, the prospect assumes the paid content is weaker. Value earns trust. Pitches disguised as value destroy it. |
+| 8 | [ ] **Uses VOC Language** -- Title and content use the prospect's exact words (from Phase 1 research), not marketer language. | | "7 Foods Destroying Your Gut Health" (VOC) converts higher than "Nutritional Guide for Digestive Wellness" (marketer). |
+| 9 | [ ] **Format Matches Audience** -- The HVCO format (cheat sheet, video, report, webinar) is chosen based on how the dream buyer CONSUMES content, not what's easiest to produce. | | A checklist for an audience that watches YouTube is a mismatch. A 30-minute video for an audience that wants quick answers is a mismatch. Format must serve the buyer. |
+| 10 | [ ] **Natural Bridge to Paid Offer** -- The HVCO ends with a logical, non-jarring transition to the next step (usually the Magic Lantern sequence or direct offer). | | An HVCO that dead-ends wastes every opt-in. The bridge must feel like a natural next step, not a bait-and-switch. |
+
+### Phase 3: Lead Capture
+
+| # | Check | Pass? | Why It Matters |
+|---|-------|-------|----------------|
+| 11 | [ ] **Single-Purpose Landing Page** -- The opt-in page has ONE job: capture the email. No navigation. No sidebar. No competing CTAs. | | Every additional element on the page is a potential exit. The opt-in page must be a single-lane highway with one destination. |
+| 12 | [ ] **Benefit-Driven Headline** -- The headline communicates the HVCO's value in terms of the prospect's desired outcome, not the content type. | | "Download Our Free Guide" is invisible. "The 7 Foods Destroying Your Gut (and the 3 That Fix It in Days)" stops the scroll. |
+| 13 | [ ] **3-5 Bullet Points** -- The landing page includes 3-5 specific bullet points telling the prospect exactly what they'll learn/get. | | Bullet points lower the cognitive cost of deciding to opt in. They answer "What's in it for me?" in seconds. |
+| 14 | [ ] **Opt-In Rate Tracking Active** -- Analytics are installed and tracking opt-in rate before launch. Target: 20-40% for warm traffic. | | You cannot optimize what you don't measure. Without opt-in tracking from day one, you're flying blind. |
+| 15 | [ ] **Thank You Page With Next Step** -- After opt-in, the thank you page doesn't just say "check your email" -- it advances the prospect (video, tripwire offer, next instruction). | | The thank you page is prime real estate. The prospect just took action and is in momentum. Wasting it with "check your email" loses the most engaged moment in the funnel. |
+
+### Phase 4: Godfather Offer
+
+| # | Check | Pass? | Why It Matters |
+|---|-------|-------|----------------|
+| 16 | [ ] **Value Stack Itemized** -- Every component of the offer has a named deliverable with an assigned dollar value. Total perceived value is 10-20x the asking price. | | An unstacked offer looks like "one thing for one price." A stacked offer looks like "$12,497 in value for $497." The gap between perceived value and price is what converts. |
+| 17 | [ ] **2-3 Bonuses Solve Different Problems** -- Each bonus addresses a DIFFERENT adjacent pain point, not variations of the same thing. | | Three bonuses that solve the same problem feel like padding. Three bonuses that solve three different problems feel like a complete solution to the prospect's entire situation. |
+| 18 | [ ] **Bold Guarantee** -- Risk reversal goes BEYOND standard money-back: longer timeframe, keep the bonuses, double-your-money-back, or results-based. | | A weak guarantee signals weak confidence. A bold guarantee signals total belief in the product. Counterintuitively, bolder guarantees REDUCE refund rates because they attract more confident buyers. |
+| 19 | [ ] **Specific Urgency With Reason** -- There's a deadline, AND there's a believable REASON for the deadline (capacity, cost increase, pilot, seasonal). | | Urgency without a reason is transparent manipulation. Urgency WITH a reason is legitimate business constraint that the prospect respects. |
+| 20 | [ ] **Stupidity Gap Test** -- A reasonable person looking at the offer would feel genuinely stupid saying no. If a rational person can comfortably decline, the offer isn't Godfather-grade. | | This is the ultimate litmus test. Not "is it a good offer?" but "would saying no feel IRRATIONAL?" That's the threshold. Anything less is a normal offer, not a Godfather Offer. |
+
+### Phase 5: Traffic
+
+| # | Check | Pass? | Why It Matters |
+|---|-------|-------|----------------|
+| 21 | [ ] **Funnel Converts BEFORE Traffic Scales** -- The funnel has been tested with a small budget and proven to convert before scaling ad spend. | | Scaling a broken funnel is the most expensive mistake in digital marketing. Prove it works small, then go big. |
+| 22 | [ ] **Customer Acquisition Cost Known** -- You know exactly how much it costs to acquire a customer and how much that customer is worth. | | "Only when you know how much you make off a customer, you will know how much you can spend to get one." Without this number, you cannot profitably scale. |
+| 23 | [ ] **Multiple Traffic Sources** -- Not dependent on a single platform. At least 2 traffic channels are active or planned. | | Platform dependency is a business risk. Algorithm changes, account bans, or cost spikes on a single platform can destroy a single-source business overnight. |
+| 24 | [ ] **Retargeting Active** -- Visitors who didn't convert are being retargeted with escalating offers/urgency. | | 97% of first-time visitors don't convert. Retargeting captures the warm prospects who were interested but not ready. It's the highest-ROI traffic you can buy. |
+| 25 | [ ] **Tracking End-to-End** -- Every click, opt-in, and sale is tracked from ad through to conversion with proper attribution. | | If you can't trace a sale back to the specific ad that generated it, you're making blind decisions about what to scale and what to kill. |
+
+### Phase 6: Magic Lantern (Nurture)
+
+| # | Check | Pass? | Why It Matters |
+|---|-------|-------|----------------|
+| 26 | [ ] **Minimum 3 Value Touchpoints** -- At least 3 emails or videos that provide genuine value BEFORE any pitch appears. | | Trust requires repeated positive interactions. One touchpoint is not enough to move a cold prospect to a buying temperature. The Magic Lantern works because it's PATIENT. |
+| 27 | [ ] **Zero Pitch in First 2 Touchpoints** -- The first 2 emails/videos contain ZERO sales pitch. Pure education. Pure value. | | Pitching too early destroys the trust the HVCO built. The prospect opted in for VALUE. Deliver it. The pitch comes only after you've proven your expertise is real. |
+| 28 | [ ] **Each Touchpoint Is Standalone Valuable** -- Each email/video provides a complete, actionable insight (not a cliffhanger that frustrates). | | Cliffhangers in nurture sequences feel manipulative. Each touchpoint should leave the prospect thinking "this person really knows their stuff" -- not "they're holding out on me." |
+| 29 | [ ] **Natural Transition to Offer** -- The final touchpoint bridges naturally from value to the paid offer without jarring tonal shift. | | If the shift from "helpful educator" to "salesperson" is abrupt, trust breaks. The transition must feel like the logical next step, not a betrayal. |
+| 30 | [ ] **Open Rate / View Rate Tracked** -- Email opens and video views are being measured to identify where prospects drop off. | | The drop-off point tells you exactly which touchpoint is failing. Without this data, you're guessing where the nurture breaks down. |
+
+### Phase 7: Sales Conversion (17-Step System)
+
+| # | Check | Pass? | Why It Matters |
+|---|-------|-------|----------------|
+| 31 | [ ] **Tabloid Headline** -- The sales page/VSL opens with a headline that has National Enquirer energy: curiosity + specificity + emotional charge. | | The headline is the ad for the rest of the page. If it doesn't FORCE the prospect to keep reading, nothing else matters. |
+| 32 | [ ] **Problem Amplified Before Solution** -- The problem is made UNBEARABLE before any solution is introduced. Specific consequences. Future-paced pain. | | A problem that feels manageable doesn't create buying urgency. The prospect must feel the problem is INTOLERABLE before they'll pay for a solution. |
+| 33 | [ ] **Credentials Via Results** -- Authority is established through RESULTS and case studies, not degrees, titles, or years of experience. | | "I've been in marketing for 20 years" = who cares. "$7.8 billion in client sales across 1,067 industries" = authority through proof. Results are the only credential that converts. |
+| 34 | [ ] **Social Proof Stacked** -- Minimum 3 forms of social proof: testimonials with names, third-party validation, data/statistics, authority endorsement. | | One testimonial is a claim. Three forms of social proof from different angles are CONVICTION. The prospect needs to feel surrounded by evidence, not presented with a single data point. |
+| 35 | [ ] **Clear CTA** -- The call-to-action tells the prospect exactly what to do in specific, simple terms. ONE action. No alternatives. | | "Click the button below and fill out the short form" is clear. "Visit our website or call or email us to learn more" is confusion disguised as helpfulness. |
+
+### Phase 8: Automate and Multiply
+
+| # | Check | Pass? | Why It Matters |
+|---|-------|-------|----------------|
+| 36 | [ ] **Funnel Runs Without Manual Intervention** -- The complete sequence (ad > landing page > nurture > sales > delivery) can operate 24/7 without human involvement. | | A funnel that requires daily manual work is a job, not a system. Automation is what turns a campaign into a money machine. |
+| 37 | [ ] **Key Metrics Tracked Weekly** -- CPA, conversion rate per stage, AOV, LTV, and refund rate are reviewed at minimum weekly. | | What degrades unmeasured degrades unnoticed. Weekly reviews catch performance drops before they become catastrophic. |
+| 38 | [ ] **Winner/Loser Protocol Active** -- There's a clear protocol for scaling winners and killing losers based on performance thresholds. | | Without a protocol, bad performers linger and good performers are under-funded. The discipline to kill losers is as important as the skill to create winners. |
+| 39 | [ ] **Multi-Channel Expansion Planned** -- After proving the funnel works on one channel, there's a plan to expand to additional channels. | | Single-channel funnels hit a ceiling. Each additional channel that works multiplies the system's output without proportionally increasing management complexity. |
+| 40 | [ ] **Monthly Creative Refresh** -- New ad creatives are produced monthly to combat creative fatigue. Winning structures are preserved, hooks are refreshed. | | Every winning ad has a shelf life. Creative fatigue causes gradual CPA increases that go unnoticed until they're severe. Monthly refreshes prevent the slow death of winning campaigns. |
+
+### 8-Phase Scoring
+
+| Total Score | Rating | Action |
+|-------------|--------|--------|
+| 36-40 | SELL LIKE CRAZY GRADE | Launch with confidence, optimize in-flight |
+| 32-35 | STRONG | Address gaps in failing phases, then launch |
+| 24-31 | INCOMPLETE | Multiple phases have critical gaps -- fix before launch |
+| 16-23 | WEAK | Fundamental issues in funnel architecture -- rebuild |
+| Below 16 | REJECT | Start from Phase 1 -- the foundation is broken |
+
+---
+
+## Section 2: Godfather Offer Builder (15-Point)
+
+Use this checklist to BUILD or AUDIT a Godfather Offer.
+Minimum: 12/15 to qualify as a true Godfather Offer.
+
+### Step 1: Core Value Architecture
+
+| # | Check | Pass? | Why It Matters |
+|---|-------|-------|----------------|
+| 1 | [ ] **Core Deliverable Named** -- The main product/service has a clear, specific name and a clear, specific outcome it delivers. Not "our program" but "The Revenue Acceleration System." | | A named deliverable feels like a THING. An unnamed deliverable feels like a vague promise. Names create tangibility. |
+| 2 | [ ] **Core Outcome Stated in Prospect's Words** -- The primary result is described using language from VOC research, not marketer language. | | "Comprehensive business optimization" means nothing. "Get your first 10 paying clients in 30 days" means everything. The prospect's language is the language of conversion. |
+| 3 | [ ] **Dollar Value Assigned to Core** -- The core deliverable has an explicit dollar value based on what the OUTCOME is worth, not what it costs to produce. | | Value framing starts here. If the core alone is worth $4,997 and the total price is $497, the stupidity gap is already forming. |
+
+### Step 2: Bonus Architecture
+
+| # | Check | Pass? | Why It Matters |
+|---|-------|-------|----------------|
+| 4 | [ ] **Bonus #1 Solves Speed Objection** -- First bonus helps the prospect get results FASTER (quick-start guide, templates, shortcuts, done-for-you elements). | | The #1 objection after "does it work?" is "how long will it take?" A speed bonus pre-empts this objection before it forms. |
+| 5 | [ ] **Bonus #2 Solves Capability Objection** -- Second bonus helps the prospect feel CAPABLE of implementing (templates, scripts, fill-in-the-blank tools, video walkthroughs). | | "This sounds great but I'm not sure I can do it" kills conversions. A capability bonus turns "I can't" into "I can -- they gave me the tools." |
+| 6 | [ ] **Bonus #3 Solves Unique/Adjacent Problem** -- Third bonus addresses a related but DIFFERENT pain point that the core product doesn't cover. | | This bonus extends the offer's territory beyond the core promise. It makes the prospect feel they're solving MULTIPLE problems for the price of one. |
+| 7 | [ ] **Each Bonus Has Dollar Value** -- Every bonus has an itemized dollar value that's credible (not inflated to absurdity). | | "$997 value" on a one-page PDF is laughable. "$197 value" on a detailed template pack is credible. Credible values stack. Inflated values erode trust. |
+
+### Step 3: Risk Reversal & Urgency
+
+| # | Check | Pass? | Why It Matters |
+|---|-------|-------|----------------|
+| 8 | [ ] **Guarantee Is BOLD** -- Risk reversal exceeds industry standard: longer timeframe, results-based, keep-the-bonuses, or double-money-back. | | A standard 30-day money-back guarantee is invisible noise. A "365-day guarantee, keep everything, double your money back if you don't see X result" is a STATEMENT of confidence. |
+| 9 | [ ] **Guarantee Is Specific** -- The guarantee names a SPECIFIC condition, not vague "satisfaction." Prospect knows exactly when the guarantee applies. | | "If you don't get X result by Y date, we'll refund Z" is actionable. "Satisfaction guaranteed" is meaningless because "satisfaction" is undefined. |
+| 10 | [ ] **Urgency Has a REASON** -- The deadline or limitation exists for a stated, believable reason (capacity, cost increase, pilot pricing, seasonal, inventory). | | "Limited time!" without context is a transparent pressure tactic. "We can only onboard 20 clients per month because each gets 1:1 setup" is a constraint the prospect respects. |
+| 11 | [ ] **Scarcity Is Real or Credibly Framed** -- Any scarcity claim is either genuinely true or framed in a way that's believable and defensible. | | Fake scarcity is the fastest way to destroy trust. Real scarcity (or credibly framed scarcity) creates genuine urgency without destroying credibility. |
+
+### Step 4: Price Presentation
+
+| # | Check | Pass? | Why It Matters |
+|---|-------|-------|----------------|
+| 12 | [ ] **Cost-of-Problem Anchor** -- Before revealing price, the cost of NOT solving the problem is stated in specific dollar terms. | | "This problem costs you $47,000 per year in lost revenue" makes $497 feel like a rounding error. The anchor reframes the price as an investment with massive ROI. |
+| 13 | [ ] **Value Stack Before Price** -- Total stacked value is presented BEFORE the price is revealed. The prospect sees $12,497 in value before seeing $497 in price. | | The sequence creates the "stupidity gap." Seeing the value first makes the price feel absurdly low by comparison. Reversing the order (price first, value second) kills this effect. |
+| 14 | [ ] **Price Breakdown Available** -- The price is broken down to daily or weekly cost alongside the lump sum. "Less than $1.63/day" alongside "$497." | | Large numbers trigger loss aversion. Small daily numbers trigger "I spend more on coffee" framing. Both should be present. |
+| 15 | [ ] **Payment Plan Offered** -- For offers over $200, a payment plan option removes the financial barrier for qualified prospects who can't pay in full. | | A prospect who wants the product but can't afford the lump sum is not a poor prospect -- they're an unserved prospect. Payment plans capture revenue you'd otherwise lose entirely. |
+
+### Godfather Offer Scoring
+
+| Total Score | Rating | Action |
+|-------------|--------|--------|
+| 14-15 | GODFATHER GRADE | The prospect would feel stupid saying no |
+| 12-13 | STRONG | Minor gaps -- address and launch |
+| 9-11 | STANDARD | Not a Godfather Offer yet -- needs more stacking |
+| 6-8 | WEAK | Significant restructuring needed |
+| Below 6 | REJECT | This is a product listing, not an offer |
+
+---
+
+## Section 3: Dream Buyer Identification Checklist (10-Point)
+
+Run this BEFORE any copy production. Dream Buyer research is Phase 1 for
+a reason -- everything downstream depends on it. Minimum: 8/10.
+
+| # | Check | Pass? | Why It Matters |
+|---|-------|-------|----------------|
+| 1 | [ ] **Online Congregation Points Identified** -- You know the specific Facebook Groups, subreddits, forums, YouTube channels, and platforms where your dream buyer spends time. With URLs. | | You can't research a buyer you can't find. Specific URLs mean you can extract real language, real complaints, real desires -- not imagined ones. |
+| 2 | [ ] **Offline Congregation Points Identified** -- You know the events, stores, organizations, and locations where your dream buyer gathers in the physical world. | | Offline context reveals behaviors and priorities that online research misses. What conferences do they attend? What magazines do they subscribe to? |
+| 3 | [ ] **Top 5 Books They Read Identified** -- You know the specific books (by title) that your dream buyer reads or has read related to their problem. | | Amazon reviews of these books are a goldmine of VOC data. The prospect's reading list reveals their level of sophistication and their current beliefs about the problem. |
+| 4 | [ ] **Top 5 Frustrations Listed (Verbatim)** -- Not your interpretation of their frustrations -- their EXACT words, sourced from real data. | | "They're frustrated with their weight" is your interpretation. "I've tried everything and nothing works, I feel like my body is broken" is their voice. Copy written in the second language outsells the first by orders of magnitude. |
+| 5 | [ ] **Top 5 Fears Listed (Verbatim)** -- Their deepest fears about the problem and its consequences, in their own words. | | Fears drive action more powerfully than desires. Knowing the SPECIFIC fear (not the category) enables copy that hits the nerve directly. |
+| 6 | [ ] **Top 3 Daily Irritations Listed** -- The small, daily annoyances caused by their problem. The things they deal with EVERY DAY. | | Big fears create urgency but feel distant. Daily irritations create RELATABILITY. "You know that feeling when you wake up at 3 AM again..." connects instantly because it happened LAST NIGHT. |
+| 7 | [ ] **Secret Desire Identified** -- The thing they want most but might be embarrassed to admit publicly. | | The secret desire is often the real buying trigger. People buy for the stated reason ("I want to be healthier") but decide based on the secret one ("I want my ex to regret leaving me"). |
+| 8 | [ ] **Exact Language Documented** -- You have a glossary of 20+ specific phrases, words, and expressions your dream buyer uses to describe their situation. | | A prospect who sees their own words reflected back at them thinks "this person GETS me." That's the moment trust begins. Using marketer language creates distance. Using their language creates connection. |
+| 9 | [ ] **Awareness Level Mapped** -- You know whether your dream buyer is unaware, problem-aware, solution-aware, product-aware, or most-aware -- and you have evidence for this classification. | | Copy written for the wrong awareness level either bores (too basic) or confuses (too advanced). The awareness level determines the STARTING POINT of every funnel. |
+| 10 | [ ] **Competitor Offers Mapped** -- You know what your dream buyer has already TRIED and WHY it didn't work (from their perspective). | | Knowing what failed and why tells you exactly which objections your offer must overcome. "I tried X and it didn't work because Y" is the roadmap for positioning your offer as the answer to Y. |
+
+### Dream Buyer Scoring
+
+| Total Score | Rating | Action |
+|-------------|--------|--------|
+| 9-10 | CRYSTAL CLEAR | You know this buyer better than they know themselves |
+| 8 | SOLID | Minor gaps -- fill them before major copy production |
+| 6-7 | PARTIAL | Significant blind spots -- more research required |
+| 4-5 | SURFACE | Assumptions outnumber data -- restart HALO research |
+| Below 4 | UNKNOWN | You don't know your buyer -- do NOT write copy yet |
+
+---
+
+## Section 4: Funnel Conversion Checkpoints (12-Point)
+
+Run this audit on each STAGE of the funnel independently.
+A weakness in any stage breaks every stage after it.
+Minimum: 10/12.
+
+| # | Check | Stage | Pass? | Why It Matters |
+|---|-------|-------|-------|----------------|
+| 1 | [ ] **Ad Scroll-Stop Rate > Benchmark** -- Ads are stopping the scroll at or above platform benchmark for 0-3 second retention. | Traffic | | If the ad doesn't stop the scroll, it doesn't exist. Everything downstream depends on this first 3 seconds. |
+| 2 | [ ] **Ad CTR > 1%** -- Click-through rate on ads meets or exceeds 1% (varies by platform and industry). | Traffic | | CTR below 1% means the hook is working but the body or CTA is failing. The prospect stopped but wasn't compelled to click. |
+| 3 | [ ] **Opt-In Page Converts > 20%** -- Landing page converts at 20%+ for warm traffic or 10%+ for cold traffic. | Capture | | Below these thresholds, the HVCO isn't compelling enough or the page has friction. Fix the headline, bullets, or remove distracting elements. |
+| 4 | [ ] **Email Open Rate > 30%** -- Nurture sequence emails achieve 30%+ open rate on the first 3 emails. | Nurture | | Below 30% means subject lines are failing or the HVCO didn't build enough interest to continue engaging. Test subject lines and sender name. |
+| 5 | [ ] **Magic Lantern Completion > 40%** -- At least 40% of opt-ins consume all Magic Lantern touchpoints (open all emails, watch all videos). | Nurture | | If prospects drop off mid-sequence, the content isn't engaging enough or the cadence is wrong (too fast, too slow, too many touchpoints). |
+| 6 | [ ] **Sales Page / VSL Engagement > 50%** -- More than 50% of visitors to the sales page scroll to the offer or watch >50% of the VSL. | Convert | | If prospects leave before seeing the offer, the lead/problem section isn't compelling enough. They're interested (they clicked) but not GRIPPED enough to stay. |
+| 7 | [ ] **Checkout Conversion > Industry Avg** -- Visitors who reach checkout are completing the purchase at or above industry average. | Convert | | Drop-off at checkout means the price shocked them, the guarantee wasn't convincing, or the urgency wasn't compelling. The offer itself may need restructuring. |
+| 8 | [ ] **Cart Abandonment Recovery Active** -- An automated sequence follows up with prospects who reached checkout but didn't complete purchase. | Convert | | Cart abandoners are the HOTTEST non-buyers. They wanted it enough to click "buy." Something stopped them. A follow-up sequence with urgency/scarcity/objection-handling recovers 10-30% of these. |
+| 9 | [ ] **Upsell Take Rate > 15%** -- Post-purchase upsell is converting at 15%+ of buyers. | Maximize | | Below 15% means the upsell isn't aligned with what the buyer just purchased, or it's priced wrong. The upsell should feel like a natural extension, not a separate pitch. |
+| 10 | [ ] **AOV Increase > 40%** -- Average Order Value is at least 40% higher than the base product price (via upsells, order bumps, and upgrades). | Maximize | | If AOV hasn't meaningfully increased, the maximize layer is underperforming. Every percentage point of AOV increase directly multiplies profit without increasing acquisition cost. |
+| 11 | [ ] **Refund Rate < 10%** -- Refund rate stays below 10% across 30+ days. | Retain | | High refund rates signal a gap between marketing promise and product delivery. Fix the product, the onboarding, or recalibrate the marketing claims. |
+| 12 | [ ] **LTV > 3x CAC** -- Customer Lifetime Value exceeds 3x the Customer Acquisition Cost. | Retain | | LTV < 3x CAC means the business cannot scale profitably. Either reduce CAC (better targeting, better conversion) or increase LTV (upsells, retention, referrals). |
+
+### Funnel Scoring
+
+| Total Score | Rating | Action |
+|-------------|--------|--------|
+| 11-12 | PRINTING MONEY | Funnel is performing at elite level -- scale aggressively |
+| 10 | STRONG | Minor optimization opportunities -- fine-tune |
+| 7-9 | LEAKING | Specific stages are underperforming -- diagnose and fix |
+| 4-6 | BROKEN | Multiple stages failing -- rebuild from weakest link up |
+| Below 4 | NON-FUNCTIONAL | Funnel is not viable -- restart from Phase 1 |
+
+---
+
+## Section 5: Value-Stack Architecture (10-Point)
+
+Use this to BUILD or AUDIT the value stack in any offer.
+Minimum: 8/10.
+
+| # | Check | Pass? | Why It Matters |
+|---|-------|-------|----------------|
+| 1 | [ ] **Every Component Named** -- Each piece of the offer has a specific, memorable name (not "Bonus 1" but "The 48-Hour Launchpad Kit"). | | Named components feel like THINGS. Unnamed components feel like filler. Names create perceived tangibility and value. |
+| 2 | [ ] **Every Component Has Dollar Value** -- Each item in the stack has an assigned dollar value that's credible and defensible. | | Unpriced components contribute zero to the value stack. Priced components compound into the total that creates the "stupidity gap." |
+| 3 | [ ] **Total Value > 10x Price** -- The sum of all component values is at least 10x the asking price. Ideally 15-20x. | | 3x feels like "a deal." 10x feels like "I'd be crazy not to." 20x feels like "I'm stealing from them." The gap is what converts. |
+| 4 | [ ] **Components Address Different Objections** -- Each element in the stack removes a DIFFERENT objection or concern. No redundancy. | | Stacking 5 things that all solve the same problem is padding, not value. Stacking 5 things that each solve a different worry is comprehensive problem-solving. |
+| 5 | [ ] **Speed Accelerator Included** -- At least one component promises to get results FASTER (quick-start, fast-track, shortcut, done-for-you). | | "It works but takes a long time" is an objection the stack must address. A speed component turns "eventually" into "this week." |
+| 6 | [ ] **Capability Builder Included** -- At least one component helps the prospect IMPLEMENT (templates, scripts, tools, walkthroughs). | | "It works but I can't do it" is the capability objection. Templates and tools transform "I don't know how" into "I just fill in the blanks." |
+| 7 | [ ] **Social Proof Element Included** -- At least one component provides access to community, case studies, or peer results. | | Isolation kills completion rates. A community or case study library provides "people like me are doing this" reinforcement. |
+| 8 | [ ] **Stack Visual Created** -- The value stack is presented VISUALLY (not just described in text) with items, values, and a comparison to total price. | | Visual value stacks are processed faster and remembered longer than text descriptions. The prospect should SEE the gap between stack value and price at a glance. |
+| 9 | [ ] **Ascending Value Order** -- Components are presented from lowest to highest perceived value, creating a crescendo effect. | | Ascending order builds momentum. Each item feels more valuable than the last, creating the sensation that the offer keeps getting better and better. |
+| 10 | [ ] **"What You'd Normally Pay" Comparison** -- The stack shows what each component would cost if purchased separately or from competitors. | | External price anchoring adds a second reference point beyond the total stack value. "This template pack alone sells for $297 on our site" makes its inclusion in a $497 bundle feel like theft. |
+
+### Value-Stack Scoring
+
+| Total Score | Rating | Action |
+|-------------|--------|--------|
+| 9-10 | IRRESISTIBLE | The stack is doing the selling for you |
+| 8 | STRONG | Minor enhancements possible -- solid as-is |
+| 6-7 | DECENT | Value is present but not overwhelming |
+| 4-5 | THIN | More stacking needed -- the gap isn't wide enough |
+| Below 4 | BARE | This is a product, not an offer -- build the stack |
+
+---
+
+## Section 6: Ad Creative Testing Scorecard (10-Point)
+
+Run this scorecard on each BATCH of ad creatives before launch.
+Minimum: 8/10.
+
+| # | Check | Pass? | Why It Matters |
+|---|-------|-------|----------------|
+| 1 | [ ] **Minimum 5 Hook Variations** -- At least 5 different hooks are being tested for the same offer/body. | | One hook is a gamble. Five hooks is a test. Sabri's team tests 10+ hooks per campaign because the hook is 80% of the ad's performance. |
+| 2 | [ ] **Hook Types Varied** -- The 5+ hooks include at least 3 different types: question, statement, data-shock, story, contrarian, testimonial, demonstration, before/after. | | Same-type hooks produce same-type results. Varied types test different psychological entry points, increasing the chance of finding the winning angle. |
+| 3 | [ ] **Hook Tests Isolated** -- Hooks are being tested with the SAME body and CTA, so performance differences are attributable to the hook alone. | | Testing hooks with different bodies creates confounding variables. You can't know what's winning -- the hook or the body. Isolate. Test one variable at a time. |
+| 4 | [ ] **VOC Language in Copy** -- Ad copy uses exact phrases and words extracted from dream buyer research (not marketer language). | | The prospect scrolls past marketer language because it feels like an ad. The prospect stops at their own language because it feels like someone reading their mind. |
+| 5 | [ ] **Specific Numbers Present** -- Ad includes at least 2 specific, non-round numbers (results, timeframes, quantities, dollar amounts). | | "Thousands of clients" is wallpaper. "2,847 clients in 167 industries" is credibility. Specific numbers feel measured. Round numbers feel invented. |
+| 6 | [ ] **Clear Single CTA** -- The ad ends with ONE clear action. Not "learn more or visit our site or call us." One direction. One click. | | Multiple CTAs create decision paralysis. The prospect wonders which one to choose instead of choosing any of them. One CTA, no ambiguity. |
+| 7 | [ ] **Budget Allocated for Testing** -- At least 20% of the total ad budget is reserved for testing new creatives, separate from scaling budget. | | Without a dedicated testing budget, winning creatives never get replaced. When they fatigue (and they will), performance crashes and there's no successor ready. |
+| 8 | [ ] **Kill Criteria Defined** -- Clear performance thresholds are set BEFORE launch for killing underperformers (CPA threshold, minimum spend before killing). | | Without pre-set kill criteria, emotional attachment keeps losers alive too long. Define the numbers in advance. If it doesn't hit X by Y, it dies. No discussion. |
+| 9 | [ ] **Winner Scaling Protocol** -- Clear protocol exists for how to scale winners (budget increase rate, audience expansion, platform expansion). | | Scaling too fast kills winners (creative fatigue, audience saturation). Scaling too slow leaves money on the table. A protocol prevents both extremes. |
+| 10 | [ ] **Monthly Refresh Scheduled** -- Calendar date set for producing next batch of creative tests, regardless of current performance. | | Creative fatigue is gradual and invisible until it's critical. Proactive monthly refreshes maintain performance before degradation becomes obvious. |
+
+### Ad Creative Scoring
+
+| Total Score | Rating | Action |
+|-------------|--------|--------|
+| 9-10 | KING KONG GRADE | Testing methodology is world-class |
+| 8 | STRONG | Minor process gaps -- solid foundation |
+| 6-7 | PARTIAL | Testing methodology needs systematizing |
+| 4-5 | WEAK | More art than science -- build the process |
+| Below 4 | GUESSING | This isn't testing, it's hoping -- rebuild approach |
+
+---
+
+## Section 7: Scoring Matrix (Cross-Section Summary)
+
+### Campaign Readiness Assessment
+
+| Section | Max Score | Your Score | % | Status |
+|---------|-----------|------------|---|--------|
+| 8-Phase Audit | 40 | ___ | ___% | ___ |
+| Godfather Offer | 15 | ___ | ___% | ___ |
+| Dream Buyer ID | 10 | ___ | ___% | ___ |
+| Funnel Conversion | 12 | ___ | ___% | ___ |
+| Value-Stack | 10 | ___ | ___% | ___ |
+| Ad Creative Testing | 10 | ___ | ___% | ___ |
+| **TOTAL** | **97** | ___ | ___% | ___ |
+
+### Overall Campaign Score
+
+| Total % | Rating | Action |
+|---------|--------|--------|
+| 90-100% | SELL LIKE CRAZY | Full system operational -- scale with confidence |
+| 80-89% | STRONG | Minor gaps identifiable -- address and launch |
+| 70-79% | VIABLE | Specific weaknesses need fixing before full scale |
+| 60-69% | AT RISK | Multiple weak areas -- prioritize fixes by funnel stage |
+| 50-59% | UNDERBAKED | Significant rebuilding needed -- do not scale |
+| Below 50% | NOT READY | The system is incomplete -- return to Phase 1 |
+
+### Priority Fix Order
+
+When multiple sections score below threshold, fix in this order:
+```
+1. Dream Buyer ID (Section 3) -- FOUNDATION. Everything depends on this.
+2. Godfather Offer (Section 2) -- Without the offer, traffic is waste.
+3. Funnel Conversion (Section 4) -- Fix the pipe before adding water.
+4. Value-Stack (Section 5) -- Strengthen the offer architecture.
+5. Ad Creative Testing (Section 6) -- Now scale with proven system.
+6. 8-Phase Audit (Section 1) -- Full system review for final optimization.
+```
+
+**The Sabri Principle:** Fix the funnel before scaling the traffic.
+Fix the offer before scaling the funnel. Fix the research before
+building the offer. The sequence matters.
+
+---
+
+*Sell Like Crazy Checklist v1.0*
+*Expert: Sabri Suby -- King Kong Agency*
+*Sections: 8-Phase Audit (40pts), Godfather Offer (15pts), Dream Buyer ID (10pts), Funnel Conversion (12pts), Value-Stack (10pts), Ad Creative Testing (10pts), Scoring Matrix (97pts total)*
+*Reference: ~/.claude/copy-squad/sabri.md for full Voice DNA profile*