Heather's Heroes

Heather Beck's dog-training brand. Freebie funnel, email sequence, and bridge/landing builds for HHCT and Become Your Dog's Hero.

New contract signed — active

Heather’s Heroes is Heather Beck’s canine-training brand: Heather’s Heroes Canine Training (HHCT, the flagship program) and Become Your Dog’s Hero (the self-paced course). Design Hacker’s build here is a content/funnel engagement, not a Command Center setup.

Brand snapshot

Founder: Heather Beck. 22 years running Canine Lifeline (45,000 sq ft, 35 staff, millions of dog interactions). 1,500+ dogs fostered. Trains avalanche search dogs at Snowbird.
Voice: direct, warm, tough-love, grounded. “You guys,” ALL CAPS for emphasis sparingly, occasional (inner thoughts), no em dashes.
Signature phrase: “It’s Not the Tool. It’s the Fool.” (kept verbatim as her trademark line, everywhere else the “not X, Y” pattern is avoided per house voice rules.)
Core offers: HHCT (structured, week-by-week, handler demos, Heather’s Heroes Certified Trainer framework) and Become Your Dog’s Hero (self-paced, real client dogs on camera).

The freebie funnel build

Source: heathers-heroes-freebie-funnel-v1.md. A full “It’s the Fool Not the Tool” free workshop replay funnel, built on Podia (pages) + Klaviyo (email) + Loom (video).

Opt-in page

Headline “It’s Not the Tool. It’s the Fool,” single-field form (name + email), STEPS-framework bullets, credibility block.

Bridge/replay page

Loom embed of the 45-min training, pattern-interrupt pivot into the two paid offers side by side.

6-email Klaviyo sequence

Delivery → the 5 responses to pressure → back-to-replay → “sit is not a mindset” → offer close (HHCT vs Become Your Dog’s Hero) → cross-sell (The Sidekick head collar, the book, the Canine + Camel workshop).

5 short promo clips

Cut from the same Loom footage for social, each ending on “Watch my free training. Link in bio.”

Status

Per the client index, this is a new contract, signed and active. The freebie funnel build checklist (finalize Loom, build both Podia pages, connect Klaviyo, cut promo clips, test end-to-end, ship first clip) is the immediate execution path once pricing and the flagged assumptions are confirmed.