{
  "note": "matches are measured SURFACE matches with quoted on-page evidence — never claims about ads/emails/flows we cannot observe. kind \"lever\" = one playbook mechanism seen on-page, not a funnel match.",
  "playbooks": [
    {
      "id": "pre_sold",
      "n": 1,
      "slug": "pre-sold-funnel",
      "name": "Pre-Sold Funnel",
      "tagline": "The ad sells; the lander confirms a decision already made.",
      "detectable": true,
      "lever_only": false,
      "why_not": null,
      "match_count": 5,
      "matches": [
        {
          "slug": "pupgum",
          "domain": "pupgum.com",
          "funnel_type": "ecommerce",
          "kind": "match",
          "claim": "Lander matches the Pre-Sold Funnel's confirmation-lander pattern (4 of 5 measurable groups present)",
          "evidence": [
            {
              "label": "proof mass",
              "quote": "home: review widget"
            },
            {
              "label": "risk removal",
              "quote": "home: 30-DAY GUARANTEE"
            },
            {
              "label": "offer framing",
              "quote": "home: $31.00 / 20% OFF"
            },
            {
              "label": "proof above the fold",
              "quote": "pdp: proof in first viewport"
            }
          ]
        },
        {
          "slug": "ryzesuperfoods",
          "domain": "ryzesuperfoods.com",
          "funnel_type": "ecommerce",
          "kind": "match",
          "claim": "Lander matches the Pre-Sold Funnel's confirmation-lander pattern (4 of 5 measurable groups present)",
          "evidence": [
            {
              "label": "proof mass",
              "quote": "home: Rated 4.8 out of 5 211,749 Reviews Based on 211749 reviews"
            },
            {
              "label": "risk removal",
              "quote": "home: 30-Day Money Back Guarantee"
            },
            {
              "label": "offer framing",
              "quote": "home: 40% OFF"
            },
            {
              "label": "proof above the fold",
              "quote": "home: proof in first viewport"
            }
          ]
        },
        {
          "slug": "brooklinen",
          "domain": "brooklinen.com",
          "funnel_type": "ecommerce",
          "kind": "match",
          "claim": "Lander matches the Pre-Sold Funnel's confirmation-lander pattern (4 of 5 measurable groups present)",
          "evidence": [
            {
              "label": "proof mass",
              "quote": "home: review widget"
            },
            {
              "label": "risk removal",
              "quote": "p3: Why You'll Love It Everyone knows our bedding’s the coolest, but did you know we just got "
            },
            {
              "label": "offer framing",
              "quote": "home: $179 / $437 / $168 / $378 / $258 / $109 / 30% off"
            },
            {
              "label": "proof above the fold",
              "quote": "p2: proof in first viewport"
            }
          ]
        },
        {
          "slug": "fromourplace",
          "domain": "fromourplace.com",
          "funnel_type": "ecommerce",
          "kind": "match",
          "claim": "Lander matches the Pre-Sold Funnel's confirmation-lander pattern (4 of 5 measurable groups present)",
          "evidence": [
            {
              "label": "proof mass",
              "quote": "home: review widget"
            },
            {
              "label": "risk removal",
              "quote": "p2: Frequently Asked Questions How does the NoCo® nonstick technology work? This technology is"
            },
            {
              "label": "offer framing",
              "quote": "home: $179"
            },
            {
              "label": "proof above the fold",
              "quote": "p2: proof in first viewport"
            }
          ]
        },
        {
          "slug": "athleticbrewing",
          "domain": "athleticbrewing.com",
          "funnel_type": "ecommerce",
          "kind": "match",
          "claim": "Lander matches the Pre-Sold Funnel's confirmation-lander pattern (4 of 5 measurable groups present)",
          "evidence": [
            {
              "label": "proof mass",
              "quote": "home: review widget"
            },
            {
              "label": "risk removal",
              "quote": "p4: FREQUENTLY ASKED QUESTIONS WHAT IS SUBSCRIBE & SAVE? WHY SHOULD I SUBSCRIBE? HOW WILL I RE"
            },
            {
              "label": "offer framing",
              "quote": "home: $14.99 / 35% OFF"
            },
            {
              "label": "proof above the fold",
              "quote": "p3: 105 reviews"
            }
          ]
        }
      ]
    },
    {
      "id": "bridge",
      "n": 2,
      "slug": "bridge-funnel",
      "name": "Bridge Funnel",
      "tagline": "Too cold for a 30-second sale — an article does the selling.",
      "detectable": true,
      "lever_only": false,
      "why_not": null,
      "match_count": 0,
      "matches": []
    },
    {
      "id": "intent_match",
      "n": 3,
      "slug": "intent-match-funnel",
      "name": "Intent-Match Funnel",
      "tagline": "Search traffic arrives unsold, comparing — candor converts.",
      "detectable": true,
      "lever_only": false,
      "why_not": null,
      "match_count": 1,
      "matches": [
        {
          "slug": "castreader",
          "domain": "castreader.com",
          "funnel_type": "saas",
          "kind": "match",
          "claim": "Comparison surface matches the Intent-Match pattern — measured comparison table plus comparison-intent copy",
          "evidence": [
            {
              "label": "comparison table",
              "quote": "pricing: comparison grid: 8 rows"
            },
            {
              "label": "comparison copy",
              "quote": "Free vs Pro"
            }
          ]
        }
      ]
    },
    {
      "id": "quiz",
      "n": 4,
      "slug": "quiz-funnel",
      "name": "Quiz Funnel",
      "tagline": "The visitor self-segments; the result page is a lander they briefed.",
      "detectable": true,
      "lever_only": false,
      "why_not": null,
      "match_count": 1,
      "matches": [
        {
          "slug": "pupgum",
          "domain": "pupgum.com",
          "funnel_type": "ecommerce",
          "kind": "match",
          "claim": "Quiz Funnel mechanism detected — the visitor is asked to self-segment",
          "evidence": [
            {
              "label": "quiz CTA",
              "quote": "TAKE OUR QUIZ"
            }
          ]
        }
      ]
    },
    {
      "id": "long_sale",
      "n": 5,
      "slug": "long-sale-funnel",
      "name": "Long Sale (VSL)",
      "tagline": "Price outruns impulse — one long page changes the belief.",
      "detectable": false,
      "lever_only": false,
      "why_not": "video/long-form presentation is not extracted at capture time",
      "match_count": 0,
      "matches": []
    },
    {
      "id": "second_sale",
      "n": 6,
      "slug": "second-sale",
      "name": "Second Sale",
      "tagline": "Paid acquisition buys the first order at a loss; retention is the business.",
      "detectable": true,
      "lever_only": true,
      "why_not": null,
      "match_count": 3,
      "matches": [
        {
          "slug": "deathwishcoffee",
          "domain": "deathwishcoffee.com",
          "funnel_type": "ecommerce",
          "kind": "lever",
          "claim": "Checkout carries the Second Sale playbook’s subscription-default lever (the funnel behind it is unobservable from a crawl)",
          "evidence": [
            {
              "label": "subscription default",
              "quote": "cart: every 30 days"
            }
          ]
        },
        {
          "slug": "pupgum",
          "domain": "pupgum.com",
          "funnel_type": "ecommerce",
          "kind": "lever",
          "claim": "Checkout carries the Second Sale playbook’s subscription-default lever (the funnel behind it is unobservable from a crawl)",
          "evidence": [
            {
              "label": "subscription default",
              "quote": "cart: every 2 weeks"
            }
          ]
        },
        {
          "slug": "ryzesuperfoods",
          "domain": "ryzesuperfoods.com",
          "funnel_type": "ecommerce",
          "kind": "lever",
          "claim": "Checkout carries the Second Sale playbook’s subscription-default lever (the funnel behind it is unobservable from a crawl)",
          "evidence": [
            {
              "label": "subscription default",
              "quote": "checkout: every 30 Days"
            }
          ]
        }
      ]
    },
    {
      "id": "recovery",
      "n": 7,
      "slug": "recovery-funnel",
      "name": "Recovery Funnel",
      "tagline": "Clicked, didn’t buy — resume the decision, never restart the pitch.",
      "detectable": false,
      "lever_only": false,
      "why_not": "abandonment flows and retargeting are unobservable from a crawl",
      "match_count": 0,
      "matches": []
    }
  ]
}