MOFU Playground

Most marketers obsess over TOFU (top-of-funnel) reach or BOFU (bottom-of-funnel) conversions. But the middle is where real magic happens. The MOFU (Middle of Funnel) Playground is where curious visitors try out your ideas, test your credibility, and decide whether you’re worth sticking with.

This is not a graveyard of half-interested leads—it’s a playground. A space where prospects can experiment, engage, and self-qualify. Your job isn’t to push—it’s to build the slides, swings, and monkey bars that keep them moving.

What is MOFU?

• TOFU (Top of Funnel): People just finding you—ads, blogs, social, PR.

• MOFU (Middle of Funnel): People who know you, but don’t yet trust you. They’re exploring, comparing, and testing.

• BOFU (Bottom of Funnel): Decision-ready buyers.

If TOFU is attention and BOFU is action, then MOFU is momentum. Done right, it nudges someone from “just looking” into “seriously considering.”

Funnels Have Become Messy

The old idea of a neat, step-by-step funnel is broken. People don’t follow linear paths anymore—they zigzag.

Take someone considering a healthcare app like Superpower:

• They first see a TikTok clip about biological age.

• A week later, they land on a blog about longevity biomarkers.

• Then they click a friend’s referral link, but don’t sign up—yet.

• Two weeks later, they open a quiz on “How optimized is your health?”

• Finally, after seeing a case study in their inbox, they book a test.

That journey didn’t look like a funnel. It looked like someone wandering through a playground—climbing up, sliding down, and looping back before committing.

Why “Playground”?

Because MOFU works best when it feels like exploration, not obligation.

• A playground is safe → MOFU should reduce risk and friction.

• A playground is interactive → MOFU should invite clicks, replies, trials.

• A playground is social → MOFU should leverage community, proof, and stories.

Our job is to make sure every surface is done well. No matter where they land—newsletter, webinar, calculator, case study—they get nudged closer to purchase.

Examples of MOFU Playground Assets

1. Interactive Tools – quizzes, calculators, assessments (“What’s your biological age?”).

2. Case Studies & Proof – story-driven, not sterile PDFs. Real wins with real faces.

3. Lightweight Trials – not full commitments, but small actions (mini-course, sample, free test).

4. Community Touchpoints – Reddit, Slack groups, webinars, Discords—low-risk ways to “hang out.”

5. Vision Content – not just “why us” but “why this future.” E.g., a 2030 vision deck, a manifesto.

6. Specific Webpages & Review Content: Comparison pages, trustpilot, how it works page etc.

Final Thought

The funnel is not a straight chute. It’s a messy, looping playground where people climb, swing, and explore before deciding to leave—or to stay.

If your MOFU is boring, rigid, or absent, you lose them. But if it feels playful, rewarding, and social, you turn browsers into believers.

Build your MOFU Playground well, and the BOFU closes itself.

Until next time,

Ajay