Lead funnel blueprint

Dad Unit — High-Converting Funnel for the 90‑Day “Selection” Program

Built from patterns used by high-performing funnels (e.g., Superhuman’s “one metric” promise + social proof, Kettlebell Transformation’s VSL→apply→call structure + guarantee) and the current Dad Unit positioning. This is designed for a high-ticket offer that sells via application + call booking, while still capturing colder leads with a simple opt-in first.

Best for: high ticket / dads / military theme
Key fix: unify name + domain + single CTA path
Current site: thedadunit.com
Apply page: dad-unit.com/apply-now…

North-star metric (front & center)

20–30 lbs
typical fat loss in 90 days (prove w/ case studies)
30 min
session promise (if true) or “2–3 hrs/wk”
100%
money-back guarantee (clear conditions)
Pick ONE as the hero promise; keep the others as support.

1) Funnel map (simple, high converting)

Cold traffic (most dads)

  • Ad / Reel “Dad Unit Readiness Score” (10 questions) OR “7‑Day Mission Challenge”
  • Opt-in Name + email + phone (SMS consent copy)
  • Thank you 4–7 min VSL + “Apply for Selection” button
  • Application Qualify + seriousness + logistics
  • Book call Calendar + rules + pre‑call homework
  • Nurture 7 days email/SMS: proof, authority, objections, urgency

Warm traffic (already convinced)

  • Ad / Profile link straight to Selection landing page
  • Landing hero promise + proof + “Apply” above the fold
  • Application (shorter) → call booking
  • Show-up SMS reminders + “distraction-free” rule + stakes
Rule: one primary CTA across the whole experience. If it’s high ticket, the CTA is APPLY (not “learn more”).

2) Fixes to make the current flow convert harder

Brand consistency: Voice note says “Sean Vance”; site says “Shawn Vance”. Pick one spelling everywhere (site, socials, ads, application) to avoid trust leakage. Also unify domain to reduce drop-off: keep thedadunit.com and host the application on it (or a clean subdomain).
  • Reduce friction: application is good, but add micro-proof beside it (2–3 transformations, 3 quotes).
  • Reframe “not cheap”: keep it, but add anchor (“Most clients drop 20–30 lbs + regain energy in 90 days”).
  • Guarantee clarity: show the exact “mission compliance” checklist (so it feels fair/real).
  • One story thread: “Special Forces structure → Hollywood trainer proof → Dad brotherhood execution.”

Competitor pattern takeaways

Superhuman (SaaS)

  • One metric promise: “Get 4 hours back / week.”
  • Proof quickly: testimonials + repeats CTA.
  • Clarity: benefits → features → privacy/objections.

Kettlebell Transformation (fitness)

  • VSL first: video → then application.
  • Pre-qualify: “not cheap / not for dabblers.”
  • Heavy proof: lots of stories + jobs/ages.
  • Guarantee: “or you don’t pay.”
For Dad Unit, we keep the military theme but stay modern/minimal visually (dark, sharp, premium), not “tacticool”.

3) Draft landing page (Selection) — copy + section order

GoalCold dad clicks → understands → trusts → applies

Above the fold

HEADLINE (pick one)
1) “DROP 20–30 LBS IN 90 DAYS — WITHOUT SACRIFICING YOUR FAMILY OR CAREER.”
2) “THE 90‑DAY SELECTION PROTOCOL FOR DADS WHO REFUSE TO BE SOFT.”
3) “SPECIAL FORCES STRUCTURE FOR BUSY DADS: TRAINING + NUTRITION + BROTHERHOOD.”

SUBHEAD
Former Green Beret medic + celebrity trainer builds an environment where execution becomes automatic.

PRIMARY CTA
APPLY FOR SELECTION

MICRO-PROOF (right next to CTA)
• “Real dads. Real transformations.” (carousel)
• “100% money-back guarantee if you follow mission compliance.”

Section order (high converting)

  • Hero + CTA (apply)
  • Proof strip (3 transformations + 3 quotes)
  • The problem: “Discipline isn’t the problem — environment is.”
  • What you get: Training / Nutrition / Accountability / Brotherhood / Events
  • How it works: 1) Apply 2) Call 3) Deploy
  • Authority story: Green Beret medic → Equinox/celebrity → built Dad Unit
  • Guarantee + compliance checklist
  • FAQ (time, equipment, diet, injuries, travel)
  • Final CTA (apply) + scarcity (“limited squads”) + reminder (“no dabblers”)
Conversion trick: keep the application page “quiet” (low distraction), but add 2–3 proof elements so it doesn’t feel like a blind leap.

Bullet bank (use in ads + page + emails)

• Train inside a small squad of dads who don’t let you disappear.
• “Don’t think. Just execute.” Your plan is built for YOUR schedule + equipment.
• Weekly calls. Daily check-ins. A coach who doesn’t negotiate with excuses.
• Simple nutrition that works in the real world (kids, travel, work dinners).
• Lose fat, build muscle, and show up at home with actual energy again.
• A high-standard environment — if you want comfort, this isn’t it.
• Guaranteed results if you follow mission compliance (we’ll show you the checklist).

4) Lead magnet option (for colder dads)

Option A: “Dad Unit Readiness Score”

  • 10 questions → score + 1 personalized recommendation
  • Opt-in before results (name/email/phone)
  • Result page: “Your next 7 days” checklist + CTA to apply

Option B: “7‑Day Mission Challenge”

  • Daily SMS: workout + simple nutrition habit + mindset cue
  • Day 4: case study + authority
  • Day 7: “Selection opens” CTA → apply
This increases opt-in rate vs. sending cold dads straight to a long application.

5) Tracking checklist (don’t skip)

  • Pixels: Meta + Google Ads + GA4 events (view, lead, apply, book)
  • UTMs: persistent across pages + stored with the lead
  • Call show rate: SMS reminders 24h/3h/15m + “distraction-free” rule
  • Speed: mobile LCP under ~2.5s; compress images
  • Form friction: split long forms into steps; save progress

6) 7-day nurture sequence (email/SMS outline)

DAY 0 (immediately): “Your score / mission is inside” + 1 CTA: apply.
DAY 1: “Discipline isn’t the problem — environment is.” (reframe + story)
DAY 2: Case study #1 (before/after + ‘busy dad’ context)
DAY 3: “What you get” (squad, weekly calls, daily check-ins, custom plan)
DAY 4: Authority (Green Beret medic + celebrity trainer + why he built this)
DAY 5: Objections (time, travel, injuries, diet, equipment) + FAQ
DAY 6: Guarantee + compliance checklist (shows confidence + fairness)
DAY 7: Scarcity (limited squads / next cohort) + “last call to apply”

7) What I need from you to finalize “super high converting”

Without these 6 inputs, we can build a great funnel — but not the “killer” version.
Sources reviewed: thedadunit.com, the application page on dad-unit.com, and competitor funnel structures from Superhuman and Kettlebell Transformation. Instagram was blocked to automated browsing (403), so social proof is based on publicly accessible sources above.