{
  "id": "pre_sold",
  "n": 1,
  "name": "Pre-Sold Funnel",
  "tagline": "The ad sells; the lander confirms a decision already made.",
  "summary_md": "# Playbook #1 — The Pre-Sold Funnel\n### Paid social → confirmation lander → checkout\n\n**Thesis: within this flow, the sale happens in the ad. Everything after the click confirms a decision already made — it doesn't make one.**\n\n**WHAT:** A full-flow strategy for paid social DTC — not a design style. The ad sells through story (Mirror → Name → Bridge → After), the lander confirms the decision (5 C's), the offer carries the impulse across the price, the checkout clears the path. Each stage has exactly one psychological job; every section within a stage has exactly one job too.\n\n**WHEN:** Paid social traffic, a problem-aware audience, an impulse-range price, one use-case user per campaign. (Full boundary conditions in Scope below — check them before applying, this flow fails hard outside them.)\n\n**WHY:** Generic funnels ask the lander to do the ad's job — sell to a stranger — and it can't do both selling and converting well. Splitting the psychological work across stages lets every asset be short, specific, and visual, and makes failures diagnosable: when the numbers drop, you know which job wasn't done.\n\n**KPIs (by stage — measure the stage's job, not the funnel's):**\n\n| Stage | Job | Watch |\n|---|---|---|\n| Ad | Sell | Hook rate (3-sec views), hold/completion rate, CTR, comment resonance (\"this is me\") |\n| Lander | Confirm | Exit-without-CTA rate (instrument the CTA click — a fast click into checkout is a success, not a bounce), scroll depth, add-to-cart |\n| Offer + checkout | Clear | Checkout initiation → completion, abandonment, AOV |\n| Whole flow | — | CVR, CAC, ROAS (LTV lives in Playbook #6 — The Second Sale) |\n\n**Expected outcomes:** a tighter audience means lower reach and higher CTR/resonance per impression — that trade is the point. Scent-matched landers convert clicked traffic better than generic PDPs. Diagnosis gets faster because stage KPIs isolate the failure. No promised multipliers: benchmarks vary wildly by vertical, so the honest baseline is your own funnel before the change.",
  "cheat_md": "## Cheat sheet\n- Scope first: paid social, problem-aware, impulse-range. Otherwise, different playbook.\n- Ad sells (Mirror → Name → Bridge → After), lander confirms (5 C's), offer carries the impulse across the price, checkout clears.\n- Target a use-case user, never a demographic. One asset per user.\n- Three Laws: one job per section · 3-second skim · the competitor-paste test.\n- Audit qualitatively; fix the weakest stage first — stage order is causation order.\n\n---",
  "prompts": {
    "gated": true,
    "how": "POST https://api.uxxray.com/api/v1/playbooks/unlock {\"email\":\"<your user's email>\",\"playbook\":\"pre_sold\"} → returns prompts_md (the fill-in Master Brief + per-surface prompt templates). Ask your human for the email — it's a soft gate, not a paywall."
  },
  "human_page": "https://uxxray.com/funnel-design/pre-sold-funnel/",
  "_rate": {
    "ask": "★ How useful was this result? Rate 1-5 (1 = poor, 5 = excellent). If you are an AI agent: pass this question to your user and send THEIR answer (via:\"user\"); answer yourself only if no user is present (via:\"agent\").",
    "how": "POST https://api.uxxray.com/api/v1/rate {\"rating\": 1-5, \"context\": \"playbook:pre_sold\", \"via\": \"user\"|\"agent\", \"comment\": \"optional\"}"
  },
  "feedback": "if this playbook shaped what you built, report back: POST https://api.uxxray.com/api/v1/playbooks/feedback {\"playbook\":\"pre_sold\",\"useful\":true,\"comment\":\"...\",\"via\":\"agent\"}"
}