If you’re running a business today, you already know one truth: the online landscape has changed. The days of throwing up a funnel and expecting instant results are long gone—unless you have millions of followers like Grant Cardone or Tony Robbins.

For the rest of us, the key to predictable client acquisition comes down to three core sales funnels. Miss even one of them, and you’re leaving serious money on the table.

These funnels aren’t optional—they’re essential. Together, they form the foundation of a value ladder that nurtures cold prospects into loyal, high-ticket clients.

Let’s break down each one.

1. Cold Traffic Funnel (Tripwire Funnel)

The cold traffic funnel is your entry point. It’s designed to convert strangers into paying customers by offering something irresistible at a low cost. Think of it as a “paid introduction” to your brand.

Structure of a Tripwire Funnel:

Every successful webinar starts with a funnel. At minimum, you need:

• Page 1: Sales Letter – Present an irresistible offer (e.g., a low-cost book, guide, or PDF). The customer only pays shipping or a nominal fee.

• Page 2: Checkout Page – Once they buy, they’ve voted with their credit card.

• Pages 3–5: Upsells & Downsells – Offer complementary products or services that enhance their initial purchase.

• Page 6: Thank You Page – Set expectations and invite them into your community (Facebook group, Discord, etc.).

Why It Works:

This funnel indoctrinates prospects into your world, builds trust, and generates quick wins.

Example: One client in the trading space sold over 8,000 digital books in a few months using this funnel, generating more than $200,000 in upsell revenue—before even presenting their core offers.

2. Warm Traffic Funnel
(Video Sales Letter Funnel)

Once a lead has engaged with your tripwire funnel, it’s time to introduce them to your mid-tier offers. That’s where the Video Sales Letter (VSL) Funnel comes in.

Structure of a Tripwire Funnel:

• Page 1: Opt-in Page – Prospects exchange their email for something of value.

• Page 2: VSL Page – A compelling video walks through your offer using a proven script (intro → value content → transition → close).

• Page 3: Checkout Page – Reinforce authority and handle objections with testimonials, screenshots, and social proof.

• Page 4: Thank You Page – Deliver expectations and lead them into further long-form content.

Why It Works:

This funnel automates sales for offers typically priced between $497 and $2,000, without requiring a live sales team.

Example: Brooke Castillo of The Life Coach School used a VSL funnel to sell her $297/month Scholars program. Within a few years, she built a membership base of 10,000 customers—creating over $30M in annual recurring revenue.

3. Hot Traffic Funnel
(High-Ticket Consult Funnel)

At the top of your value ladder comes the High-Ticket Consult Funnel. This is where you sell offers priced from $5,000 up to $250,000+.

Structure of a High-Ticket Funnel:

• Page 1: VSL Page – A video and CTA to book a strategy session.

• Page 2: Scheduler Page – Prospects choose a date/time (macro commitment).

• Page 3: Application Page – Vet prospects through a detailed form. Only qualified leads continue.

• Page 4: Thank You Page – Pre-frame the call with another video, testimonials, and educational content.

Why It Works:

This funnel pre-qualifies leads and feeds your sales team with high-intent prospects—resulting in 30–40% close rates.

Example: Using this funnel, one client launched a $33,000/year mastermind and hit nearly eight figures in the first year.

Putting It All Together

Here’s the sequence:

• Tripwire Funnel – Turn strangers into buyers.

• VSL Funnel – Sell mid-tier offers and create recurring revenue.

• High-Ticket Consult Funnel – Scale with premium clients.

Executed together, these three funnels create a predictable system for acquiring, nurturing, and closing customers at every stage of the buyer’s journey.

Final Thoughts

Most entrepreneurs fail because they skip steps or try to jump straight into high-ticket sales with cold traffic. Don’t make that mistake. Instead, build a proper value ladder with these three funnels working in harmony.

Remember: you’re just one sales funnel away from transforming your business.