Self Authoring Suite (Self Authoring) — a Direct-to-product funnel teardown

ProductInfo-product
TypeDirect-to-product
CategoryPersonal development
Self Authoring — “Self-Authoring helps you figure out who it is you want to be”

The Self Authoring Suite is three online writing programs, about your past, present and future, co-created by Jordan Peterson and sold by ExamCorp, the company behind Understand Myself. Each program is $14.95; the headline offer is the full suite at $29.90.

The funnel is as short as they come: an ad from Peterson’s page, a sales page with the price under the headline, a purchase modal and Stripe. The detail is in the modal. “Purchase Full Suite” opens an offer called “Self Authoring 2 for 1”: the suite for the buyer and a voucher to email to a friend, at the same $29.90. The page never mentions the voucher.

What was not captured: the payment, the programs, and what the friend’s voucher email looks like.

Funnel canvas — drag to pan, scroll or use the buttons to zoom. Each node links to that step's page.

Attract

1“Self-Authoring helps you figure out who it is you want to be”Self Authoring — “Self-Authoring helps you figure out who it is you want to be”

A clinical promise, no deadline

The ad talks like a study abstract (“stabilize negative emotions and experience more positive emotions”) and has no price or date in it. The current set of five has run since March 2026.

Capture

Nurture

Sell

2“Author your Past, Present, & Future.” – $29.90Self Authoring — “Author your Past, Present, & Future.” – $29.90
2“Self Authoring 2 for 1”Self Authoring — “Self Authoring 2 for 1”
2Stripe Checkout: “Pay ExamCorp, Inc.”Self Authoring — Stripe Checkout: “Pay ExamCorp, Inc.”

The full suite comes with a copy for a friend

The page sells “the Full Suite” for $29.90. The modal that opens calls it a 2 for 1: the buyer’s own suite plus a voucher to email someone else. Understand Myself, from the same company, does the same with its $19.90 two-pack.

Retain

Made for a big screen

See all 4 steps as one map

On a computer this funnel opens as a canvas: every page at full length, side by side, with the arrows between them and the moves that make it work. A phone screen can't hold it, so here it's a list.

  1. Self Authoring — “Self-Authoring helps you figure out who it is you want to be”Ad“Self-Authoring helps you figure out who it is you want to be”

    A clinical promise, no deadline

    The ad talks like a study abstract (“stabilize negative emotions and experience more positive emotions”) and has no price or date in it. The current set of five has run since March 2026.

  2. Self Authoring — “Author your Past, Present, & Future.” – $29.90Sales page“Author your Past, Present, & Future.” – $29.90
  3. Self Authoring — “Self Authoring 2 for 1”Checkout/order form“Self Authoring 2 for 1”
  4. Self Authoring — Stripe Checkout: “Pay ExamCorp, Inc.”Checkout/order formStripe Checkout: “Pay ExamCorp, Inc.”

    The full suite comes with a copy for a friend

    The page sells “the Full Suite” for $29.90. The modal that opens calls it a 2 for 1: the buyer’s own suite plus a voucher to email someone else. Understand Myself, from the same company, does the same with its $19.90 two-pack.

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