Tripwire Direction — April 23, 2026
Status: Direction doc + shipping assets Decisions locked by Claude based on the playbook (advisory-os-vault/content/frameworks/playbook-slo-funnel.md) and the four authorities: Deiss, Brunson, Hormozi, Kern. Kathryn's job: approve or push back, then deploy.
The Situation
- Meta ad running 15 days. $319.08 spent. 104 opt-ins. $3.07 CPL. Top of funnel healthy.
- Build pitch ran on
/cib-thank-youat 50% off through Apr 20. Zero conversions. Pitch removed. /cib-thank-youis now a bare confirmation page. 104 leads acquired into a dead end.- Planned Apr 20 pivot (either $7 tripwire or $27 workshop) did not deploy. Assets sit in
wip/. - Every day costs ~$20 and ships ~7 leads into the dead end.
The Decisions, With Reasoning Per Authority
D1 — Bundle Name
Locked: The Practice Kit
- Brunson: Short, memorable, ownable, plays as a phrase ("your Practice Kit"). Echoes his naming pattern (Traffic Secrets, Dotcom Secrets — short, mystery-forward).
- Deiss: Clean outcome framing. "Kit" implies assembly and use, not passive "center."
- Hormozi: Tight names carry better in ad and landing copy — every extra syllable dilutes. "Practice Kit" reads in 0.4 seconds.
- Kern: Keeps relational posture with the brand ("Practice Builders → The Practice Kit"). No over-engineering.
"Practice Command Center" is retired in new assets. Old files that reference it can be updated on next cleanup pass; not a deploy blocker.
D2 — Offer Format
Locked: $7 one-time, evergreen, digital bundle. Not the $27 workshop.
All four authorities converge on this:
- Deiss tripwire band is $1–$20. $27 is above the band. $7 is center. Non-negotiable per his framework.
- Brunson cookie offer = impulse purchase to create a buyer. $7 is impulse. $27 crosses into "I need to think about this."
- Hormozi value equation at 24–48-hour lead age: perceived likelihood is the strongest dimension you have (they just ran the CIB). Time delay and effort are best when minimized. An instant download beats a Wednesday Zoom.
- Kern relationship posture: don't ask for a big commitment right after one free result. $7 preserves the relationship; a workshop asks for calendar time.
Also — evergreen beats date-dependent. $27 workshop on Apr 29 has 6 days to sell. Evergreen $7 sells every day from now until you turn it off.
D3 — Contents of The Practice Kit
Locked:
- Client Intelligence Brief skill
- Hidden Revenue Scan skill
- Scope-to-SOW skill
- Content-from-Delivery skill
- Referral Activator skill
- Practice Brain (6 foundation documents built through a 20-minute interview)
- Quick-start guide (Claude setup + install order + tips)
Per Hormozi value stack: this is a ~$300+ perceived value (if priced like Arvin's $97/mo gives access to similar tools) sold at $7. That's a Grand Slam value asymmetry — the whole point of a tripwire.
Per Kern: every item produces an artifact. No promise-of-result items. Good.
D4 — Post-Purchase Page Behavior
Locked: minimal confirmation + install guidance + soft PBOS founding waitlist capture.
All four authorities agree the post-purchase moment is the hottest you'll ever have with this person — don't waste it. But PBOS isn't live yet, so this is not the moment for a full pitch.
The design:
- Confirm purchase ("Your Practice Kit Is on Its Way")
- Tell them what to do first (install Practice Brain before the skills — makes every skill specific to their practice)
- Soft capture: "Practice Builders OS opens in May. Be first in line." → email + first name, no other commitment
- That's it. No hard pitch. No surprise upsell. Kern posture.
When Phase 2 hits (mid-May), this page rebuilds into a full Grand Slam founding pitch with the urgency, scarcity, bonus stack components. For now: capture intent, release them to install.
D5 — URL
Locked: /cib-thank-you stays. Meta pixel history on that URL is worth preserving — a rename wrecks conversion optimization. New offer lives on the existing URL.
The Four Authorities, Applied to the Tripwire Page Copy
Brunson — Hook / Story / Offer
- Hook (hero): "Your Client Intelligence Brief Is on Its Way." Reinforces the moment they're in — they just got something.
- Hook (below-fold, scroll-stopper): "You Just Ran 1 of 5." Reframes the CIB from "the thing they wanted" to "the smallest thing in the set."
- Story: The pattern reveal. Every practice owner hits the same 5 stuck points. 5 skills solve them. Practice Brain makes them all specific.
- Offer: The Practice Kit. $7. What's in it. Single CTA repeated.
Hormozi — Value Equation on the Page
| Dimension | How the page drives it up |
|---|---|
| Dream outcome | "A practice that runs on AI-native workflows" — one clear outcome, not a list of features |
| Perceived likelihood | "You just ran one. Here's the other four." — they already experienced the proof |
| Time delay | "Download in 2 minutes. First skill running in 10." — explicit timelines |
| Effort & sacrifice | "Each skill installs with a quick-start. Practice Brain is a 20-minute one-time interview." — name the effort specifically so they know what they're signing up for |
Kern — Results-in-Advance Stays Active on the Page
The CIB they just ran IS the result-in-advance. The page doesn't need to deliver another free result — but it should reference the one they just got. The hook "You Just Ran 1 of 5" does this work — it treats what they just did as evidence of the pattern, not as a precondition to a pitch.
Deiss — Tripwire Mechanics on the Checkout
- Price: $7 one-time
- ThriveCart: single-step checkout (no cart, no multi-field forms beyond what's required)
- Success URL:
/toolkit-thank-you(post-purchase page) - Pixel: Purchase event fires on success URL at value $7
- Delivery: MailerLite email triggered by ThriveCart integration, delivers Cloudinary download links
What Ships This Week
| # | Asset | Owner | Notes |
|---|---|---|---|
| 1 | wip/cib-thank-you.html — rewritten to pitch The Practice Kit at $7 | Claude | Overwritten in this session |
| 2 | wip/post-7-thank-you.html — rewritten with install guidance + PBOS soft capture | Claude | Overwritten in this session |
| 3 | wip/toolkit-delivery-email.md — MailerLite copy for post-purchase delivery | Claude | Written in this session |
| 4 | ThriveCart $7 Practice Kit product | Kathryn | Success URL → /toolkit-thank-you, pixel tracking on |
| 5 | Cloudinary URLs for all 5 skills + Practice Brain + quick-start | Kathryn | Confirm/upload, paste into delivery email |
| 6 | MailerLite "Kit Buyers" group + delivery automation | Kathryn | Trigger: ThriveCart $7 purchase |
| 7 | MailerLite "PBOS Founding Waitlist" group + capture form | Kathryn | For soft capture on post-purchase page |
| 8 | Convertri deploy: /cib-thank-you (v2) and /toolkit-thank-you (new) | Kathryn | Paste new HTML into existing Convertri pages |
| 9 | Pause any nurture copy pointing at the Build pitch | Kathryn | Already done per Kathryn — noted |
| 10 | End-to-end funnel test with fresh email | Kathryn | Opt in → page → $7 → delivery email → capture pixel events |
Critical path: 4 and 5 block 6 and 8. Do them first. Everything else parallelizes.
What Gets Deferred to Phase 2 (mid-May)
- Post-$7 page rebuilds into full Grand Slam founding pitch for PBOS
- Toolkit Buyer nurture sequence (5–7 emails selling founding)
- Circle.so workspace for PBOS members
- Price testing ($7 → $17 once we have a baseline take rate)
- Order bump at checkout (only if Stage 2 hits the range per the playbook)
Measurement — First 14 Days
Read against the playbook's Stage 2 benchmarks:
- Take rate as % of opt-ins: target 15–20% launch week, 10% minimum
- Take rate as % of thank-you page views: target 8–12%
- CPA (ad spend ÷ $7 buyers): target <$35 (CPL × 11 assuming ~9% take rate)
- Checkout abandonment: <25%
- Refund rate: <5%
If take rate <5% after 14 days with 30+ page views per day: the problem is Hormozi (perceived likelihood not established on page). Fix: add a proof element above the offer.
If take rate 5–10%: Brunson hook/story isn't sharp enough. Fix: rewrite hero reframe.
If take rate 10%+: working. Scale ad spend $5/day increments.
All decisions above made by Claude based on the playbook and the four named authorities. Kathryn: read, approve, or push back on any of D1–D4. Assets are already written — rewriting takes minutes if any decision flips.