Case study · 06
Human first, always
Every funnel starts with a person. Person-led funnels built on understanding — not assumptions, not demographics, not guesses.
- Strategy
- Personas
- Funnels
- Positioning
The trap
Funnels built on averages
Most funnels are designed for an imaginary average customer who doesn't exist — so the copy speaks to no one and the numbers plateau.
Segments and spreadsheets describe groups. Only a real person can be understood.
The method
One funnel per person
I built the funnel around three real people: their day, their problem, their objection, their language. Each funnel makes exactly one promise and keeps it.
When the message matches the person's moment, conversion stops being forced.
Process
From person to funnel
Interview the moment
Started with the customer's job-to-be-done — what they were trying to get done when they found the brand.
Build the persona
Not demographics — a decision story: their pain, their fear, their trigger, their words.
One promise per funnel
Every funnel answers one question: why should this specific person trust us now?
Map the moments
Step-by-step from attention to action, matched to where that person is in their day.
Test the language
Copy that uses their words, not the brand's jargon — and measure what resonates.
Working notes
The person behind the metrics
Start with the person
Built on averages instead of people?
Tell me who you actually serve. I'll sketch a person-led funnel in their language.