Each term below appears in the pages of the funnel. Every meaning comes from the funnel’s original content.
| Term | Meaning |
|---|---|
| Basic funnel | The smallest chain of three linked posts: one Know post, one Trust post, one Love post. |
| Buying decision | The moment a reader decides to buy. The Love post brings it about directly. |
| Friction | A place where readers get stuck while following a Trust post, most of all at a technical step. |
| Heartfelt letter | Another name for the Love post: a letter from the founder, written with everything they have. |
| Know post | The first post readers meet. Readers discover you and see their problem named. |
| Linking across posts | A new Know post leads to the best-fitting Trust post you already have, instead of you writing another Trust post. |
| Love post | The only one of its kind in the funnel. A full solution that leads to the product. |
| Paired posts | One Know post that goes with one Trust post, used when you open the funnel. |
| Small test | Another name for the Trust post: a small action readers do themselves to get a result. |
| Trust post | The post that follows the Know post with small actions, so readers make a result themselves. |
| Working backwards | Building the funnel in the order Love, Trust, Know. Readers still go forward. |
| Your edge | What sets you apart because it is tied to who you are: deep know-how, real experience, natural strengths. |