Quote from James A.Hart on July 16, 2025, 12:01 am

One of the most overlooked aspects of building a successful funnel is matching the funnel type to the price of your product or service. Not all offers should be sold using the same funnel structure—and trying to force the wrong type of funnel can cost you time, money, and leads.

Let’s break down which funnel formats work best at each price point and why.

Under $97: Text-Based Sales Pages

If you’re selling a product under $97, the best approach is a simple text-based sales letter. No videos. No complicated webinar registrations. Just a clear, direct sales page with copy that communicates the value and a straightforward call to action.

Why? Because low-ticket items can’t support the added cost and friction of a complex funnel. You want the buying experience to be fast and seamless. The goal is to convert quickly without barriers.

$97–$297: Ungated Video Sales Letter (VSL)

For offers in the $97 to $297 range, a naked VSL works well. This is a landing page with nothing but a headline and a video—no email opt-in required. The purpose is to hook the visitor immediately with an intriguing message and then let the video do the selling.

This format keeps the page clean and focused. The offer should be strong enough to generate interest, hold attention, and convert without the need for follow-up emails.

$297–$997: Gated VSL Funnel

When selling products between $297 and $997, you want to collect leads. Use a gated VSL—a landing page that asks for name and email before giving access to your video content.

At this price point, many visitors won’t convert immediately, so capturing their info allows you to nurture them via email. Follow-ups become essential to move prospects closer to buying.

$1,000–$2,500: Webinar Funnel

Higher-ticket products (around $1,000–$2,5000) require more education and trust-building. This is where a webinar funnel shines.

Webinars feel like live events. They create urgency and allow you to deliver value before making the pitch. This structure builds credibility while also giving prospects the time and context needed to make a bigger financial decision.

$2,500 and Up: Book a Call Funnel

For offers over $2,500—and especially in the $25,000+ range—you need a book-a-call funnel. At this level, it’s not just about persuasion; it’s about having a real conversation.

Leads enter their info, schedule a call, and speak with a trained salesperson or expert. This format is essential for complex or high-investment decisions where one-on-one dialogue drives conversions.

Choosing the right funnel isn’t just about copying what works for others. It’s about aligning the sales format with the buying behavior at each price level. The higher the price, the more information, interaction, and trust your funnel must deliver.

Use this framework as a starting point—and always test to see what works best for your specific audience.