Content Launch Funnels: The Secret to Selling Anything... Without Selling Anything! | #Selling - Ep. 12
35:30 Share

This episode is brought to you by Bank of America. What if your business could see beyond what is and into what can be? And what if you had a partner as visionary as you are? Bank of America gives customers access to trusted experts, real-time insights, and digital tools to make every move matter. What would you like the podcast to be like?

This is the Russell Brunson Show.

Hey, this is Russell. Welcome back to the show. Today I want to talk about something that I have never talked about before publicly, but I think it's something that would be really powerful for you. It's called the content launch funnel. And this is really one of the secrets to selling anything without selling anything. Okay. And I may seem confusing at first, but come back to me. I'm gonna explain how this thing works because it gives you the ability where you can literally email your list every single day and they never get frustrated. They never get burned out. They never get tired. In fact, they start looking forward to emails. Um, and

At the same time, it converts more of these people, every single opener, every single clicker into a buyer, which is the key. And so that's what we're talking about today. So if you want to drive more traffic, if you want to send more emails and have more success, this content launch funnels concept is something new that I've been tinkering out there for like the last, man, four years now. And this is the first time I've ever shared it. So here we go. Now to understand this, there are three or four different ways

things you have to understand first, right? So I need to give you some context. And so I'm gonna explain these three or four different types of funnels first, and then afterwards I'll explain how we weave these things together into a content launch funnel, okay? So the very first type of funnel that's important to understand is what's called a product launch funnel. This is the funnel that was made famous by Jeff Walker. If you've ever gone through Jeff Walker's PLF course, Product Launch Formula, that's what he's teaching is how to do a product launch funnel.

Jeff calls it a sideways sales letter, which is kind of fun. I always think about this long form sales letter to sell your product or service and it sideways tips over and then breaks into four different things. If you look at a traditional Jeff Walker style product launch funnel, that's the way it works. The very first step, you go on this landing page, you put in your email address and then after that you get it put on an email list. What's going to happen is typically they're going to have four videos. Video number one is going to be there and usually like

depending on how you do the product launch, there's some people who do a lot of pre-launch and they'll release video one, then a week later video two, a week later video three, a week later video four. Some people do it evergreen where every 48 hours it unlocks one. Others do it where it's like you get video one, when it's done then you can go to video two, and then video three and video four. But these four videos are all about setting up a sale. Same way if you were to read a long form 60 page sales letter, the first part of the sales letter is video number one. Second part of the sales letter is video two.

Third part of the sales letter is video three. And the fourth part of the sales letter is where you actually sell the offer. If you look at Jeff's formula, it's actually very similar to my model with the perfect webinar. It's not the same. We have kind of our nuances, how we do it differently. But the process of selling is the same, right? And so if you look at – if you are an avid Russell Brunson follower, you've gone through my perfect webinar training before. You look at like video number one is usually –

Origin story, new opportunity. Video number two is like you teaching like an ownership experience, like teaching them how to do the thing. Number three is going to be your internal false beliefs. Number four is going to be your external, and then you make the pitch, right? So it's different but very similar model, right? It's how you break up the four videos. And so that's kind of the concept of how Jeff Walker runs his product launch funnel. So I'm sure you've seen it before. If not, that's kind of the way it works. Someone opts in. There's a video.

Couple days later, you get video two, video three, and video four, and then it makes the special offer. That's what the product launch funnel looks like. From a structure standpoint, we're using very similar structure with the content launch funnel, but different strategies. I don't want you thinking, oh, Russell's teaching a product launch funnel. I'm not. It's just understanding the strategy. In fact, if you look...

at a traditional product launch funnel, you'll see usually the top, there's like four videos, and video one will be unlocked, and video two, three, and four, there's a lock sign, like they're locked down, like you can't get them until they release video two, and then video three, and video four, right? And this is a very similar structure to how we do our content launch funnels, okay? So that's number one. Number two, one of the most powerful things

that we discovered a decade and we launched ClickFunnels. In fact, this is the difference why ClickFunnels is not a $100 million company. Instead, it's a company that's done over a billion dollars because this one little thing we figured out along the way, okay? What it was is when somebody would come and they would register for our webinar, we'd have them register for our webinar and then during the webinar, I'd make an offer where they could buy access to ClickFunnels for $1,000, right?

But we still have, if you go to clickfunnels.com, there was a trial, like a 14-day trial, right? And so the one thing we added was on the thank you page. Ask someone to register for the webinar. This was Todd's brilliant idea. Todd Dickerson, my business partner. Todd said, hey, let's add this thing where it basically, make a video, say, hey, thank you for registering for the webinar. It's going to start in two days, whatever. But before you show up, register for, sign up for a free ClickFunnels trial down below and just play with it a little bit.

And then during the presentation, I'm gonna show you how to use it. I'm gonna walk you through it, but make sure you have an account right now so you can use it again. There's 14 day trial so you can cancel afterwards, but make sure you have the trial when you show up the webinar. And again, there's a free 14 day trial down below. So we add that one little thing in there. Um,

on the thank you page. It was crazy. Like in hindsight, now going back a decade, year number one of ClickFunnels, we ended up getting 2,500 people end up buying the $1,000 offer I made at the end of the webinar, which is great, right? It's a really good business. But what's even better is 7,500 people created a trial on the thank you page and stuck. So we had 7,500

7,500 people paying $97 a month for ClickFunnels after the first 12 months. So it's crazy. You look at like most people do webinar like, Oh, we did, it was 2,500 times a thousand, right? We had two and a half million dollars. So that's great. Right. But what you don't understand is that 7,500 times 97 is $7.5 million. No, it's more. No, what's the math? Anyway, it's,

It's like, I think it's close to $9 million a year in recurring revenue, right? Way more profitable than what we sold on the webinar. It was that little tweak, little hinge that swung a huge door, right? And so we started calling these Thank You Page MIFKEs. What's a MIFKE? MIFKE stands for the most incredible free gift ever. I learned this from Dan Kennedy. When I bought Dan Kennedy's company, it was funny.

I'm a consultant as well, so when I consult with a company, I look at what's already working and then how can we double down on that? How can we take that and improve upon it versus scrap everything and start over? So when I bought Dan's company, I met with his whole team from out here to Boise and asked them, hey, you guys have been running this company for 40 years. What's working, right? And they said, well, the thing that's been working for 40 years is the MIFKE. And I was like, what? The

The MIFGE? Like, yeah, the MIFGE. And I remember I hated that word for a while. I was like, that's the most annoying word ever. Now I love it, right? But, and I said, what's the MIFGE? He said, oh, it's the most incredible free gift ever. M-I-F-G-E, MIFGE, right? And they took the MIFGE. And so what Dan Kennedy would do is when he launched his newsletter back in the day, it was like, hey, when you sign up for my newsletter, you get all, you get like $10,000 worth of bonuses and money-making advice for free. So it was like an irresistible offer, right? Yeah.

And so when we launched the Dan Kennedy company, when I relaunched the company, we just made a really good MIFGI offer. We launched it. And that's how we built that whole business and that brand again. And so that's what a MIFGI is, a really good offer. And so what we do inside of our Thank You page, MIFGI, someone registers for a webinar, for a challenge, for a launch, whatever it is. And then on the Thank You page, after we thanked them, they make an irresistible offer, a MIFGI offer, right? An offer they can't say no to. And so that's kind of what the MIFGI is. All right.

Okay, so those are the two things you've got to understand. Number one was how the product launch funnel works and number two how the MIFKI funnel works. Now what we're going to be talking about differently, what we're going to do today again is the secret to selling basically anything without selling anything. And I call this the content launch funnel.

And we started this four years ago where basically like I have a ton of offers, right? I have more offers than probably anyone on the planet. I've got my doc, I'm secrets book, expert secrets book, traffic secrets book, perfect webinar script. I've got list building secrets. I've got like, there's, there's tons click funnels and funnel hacks, funnel hacks webinar. I have so many offers. The problem is I take my email list and I want to email offer one and then offer two and offer three. Like my list eventually is like, he's selling something every single day, right? The list gets burned out and they stop responding. And so I was sitting back four or five years ago and I was like,

Like, like how do I, how do I change this process so that, um, so that they look forward to hearing from me and they're more likely to buy. And, um,

And so that's kind of where the whole thing came from initially. In fact, one of the, one of the code names we call it internally, we called it, um, Mifki candy, right? We're gonna take the Mifki and we're going to wrap it in a bunch of candy. So people, they don't even know that the offer's coming. They just know that like, there's this candy and it feels so good and it tastes so good, right? It's like medicine where they take medicine, they, they, um, a spoonful of sugar makes medicine go down, right? Cause it's flavoring it. So what I'm doing is I'm taking the offer. So for, let's just say, for example, here we go.

Dot com secrets book, right? So say I'm gonna sell a dot com secrets book. I can send four emails, five emails to my list selling the book, but then it's like, okay, Russell, we got the gist, like you're selling us a book. Like there's no value here other than just us buying your offer. So I'm like, okay, how can I do this? I started looking back, like what are all the things I've done over the years content-wise around dot com secrets, right?

And I found there was like, I did a one day event going through all the stuff inside of Dot Com Secrets. I did a three day event. I had spoken on tons of people's podcasts. I had spoken on stage multiple times. I had so many cool things teach, a Dot Com Secrets book, me teaching things in really cool spots, right? So I thought, instead of me just

selling the book, what if I go back and I find a bunch of that content and I let people watch that for free so they get a taste of the book, right, the candy, and then inside of that, then I offer them the irresistible offer, the most incredible free gift ever, right? Like, what does that look like? And so what we do is we took, again, I took four videos.

Okay. I have four videos and I have an offer. Like what's the right funnel I can use? I was like, what if I use the product launch funnel? But instead of having these, these product launch videos all set up to launch $2,000 course or something, what if it was like this? Okay. So basically this is what it looks like right now. This is what the content launch funnel looks like. Somebody, so we have a landing page that says, Hey, uh,

I've been teaching people how to have success with funnels for the last 10 years. I'm a best-selling author teaching this concept, but I've got four videos that I've done throughout my life teaching the most important things. I did one over here, one over here, one over here. People have spent $5,000 to be at this event, $2,000. These are real, actual, valuable videos. If you want to get free access to them, give me your email address. I turn to a lead magnet. Someone comes and they want access to these cool videos. They put in their email address.

right? Email address goes in, boom, they go to the next page and the next page we slide in the thank you page. Mifki. Okay. Hey, thank you so much for registering for the.com secrets training series. Um, if you haven't read the book yet, there's a link down below. You can get the book, get a free copy of the books, cover shipping, handling links down below. Uh, you can get a free copy. Um, and then they go down and they say, yes, get a free copy or no and say, no, thanks. Boom. It takes them over to video number one. They say, yes, takes us to the book funnel and then takes them back to video number one, right? So

So either way. What's up, funnel hackers? Today I want to talk to you about something that's kind of like a funnel for your finances. There's an app called Rocket Money that my wife and I recently downloaded. We went and added our bank accounts, added everything in there, and instantly started showing us all the subscriptions we were paying monthly for. And what's crazy is most of these things we completely forgot about. Oftentimes my wife has signed up for something I also signed up for and we're paying twice for the exact same service.

It was crazy. So we started using Rocket Money and it changed everything for us. Rocket Money is a personal finance app that helps you to find and cancel your unwanted subscriptions, monitors your spending, and it helps lower your bills so you can grow your savings. Now here's what Rocket Money did for me. It showed me all of the subscriptions in one spot. Our streaming services, our apps, our membership sites, some of which we literally had not seen in months and a couple in over a year. Now Rocket Money canceled the ones we didn't want anymore, saving us hundreds of dollars. In fact,

actually for my wife and I was over a thousand dollars per month. And they didn't stop there. Rocket money even monitors my spending and sends alerts if bills increase or if I'm going close to my budgets. Now with their personalized dashboard, you can see exactly where your money's going. I've even created custom badges with categories for everything from groceries to business expenses.

Do you want to save automatically for a new house or paying off some debt? Their goals feature makes it simple and hands-free. Rocket Money has over 5 million users, including my wife and I, and it saved over $500 million in canceled subscriptions, saving members up to $740 per year when using all of the app's premium features.

So if you want to cancel all your unwanted subscriptions and reach your financial goals faster with Rocket Money, then go to rocketmoney.com slash Russell today. That's rocketmoney.com slash Russell. R-U-S-S-E-L-L. That's rocketmoney.com slash Russell.

Funnel hackers, I want to talk about something that could literally save your business. If you're like me, you're constantly logging into and out of funnels. You're handling customer data. You're managing transactions and doing a ton of other business things online. But did you know that without a VPN, all that data can be exposed? That's a hacker's dream. Not a funnel hacker. The bad kind of hackers.

That's why NordVPN is a must-have. It encrypts all of your data so that no one can steal your passwords, spy on your transactions, or track down your browsing history. And listen, I know what you're thinking. But Russell, VPN slowed down my connection. The answer is no, not with NordVPN. It's the fastest VPN in the world, which means no lag, no buffering, just smooth, secure browsing. And here's the best part. NordVPN isn't just about security. It's also about freedom. Have you ever tried to watch a show or visit a website only to get hit with the not-available-in-your-country message?

That's happening multiple times. I'm overseas trying to watch a UFC fight drives me crazy, but with 7,100 plus servers in 118 countries, you can switch your location with one click and get access to the content or the UFC fights that you want from anywhere in the world.

Guys, don't wait until it's too late. To get the best discounts off your NordVPN plan, go to nordvpn.com slash secrets. Our link gives you four extra months for free on the two-year plan. And there's no risk with Nord's 30-day money-back guarantee. Click the link in the podcast description and lock down your security now.

- Now what happens is a percentage of people buy the book right there, but a bigger percentage don't. They bypass the book, they watch video number one. So watching video number one, free video, free training, it's awesome. For me it's like a 60 minute video. Something that people would pay for other places. But they're watching this video and the video is me going deep into one of the chapters from the Dot Com Secrets book. They watch it, they learn, this is amazing, right? So now they're at the peak excitement. They just witnessed an hour of me teaching this thing. This is awesome, I want some more. And guess what, right below the video there's a link that says hey, get a copy of my book right here.

Like, oh, and they go get a copy of the book? You know, they go get a copy of the book, okay? Now, after they've registered, they put their email address on the opt-in page, now there's, you know, immediately they get an email that pushes them to video number two. But then day number two, they get a video that pushes them to video number two. Like, hey, I hope you enjoyed yesterday's video. If you missed it, here's a link to go watch yesterday's video. But today, I gave you another video. This is when I had a chance to speak at so-and-so's event. I wanted to go deep on this concept. And so this is, you know, from chapter 13 of the book. But if you want to go watch a free hour-long session on how to do this, click here. And they go there, boom,

to video number two in the content launch funnel, right? And so if you look at the way the page is structured, up top, you can see there's the four videos, right? And so

when they go to video number one, video number one's open and video two, three, and four, the little image has a locked icon, right? When they go to video number two, right, now video number one and the number two are open. So they can click back and forth and go back to video one and two, one and two, so they can watch one and two, but three and four are still locked down, right? So they watch video number two, they're like, oh, I wanna watch video number three, but I can't. Oh, but then Russell's talking about his book again, like, oh, so all of a sudden another percentage are like, I got a lot of people on the thank you page who bought the book, a lot of people on video one bought the book, but now I'm on video number two just giving value, right? So I'm like,

They have a chance to go and they watch video two. If they like it, boom, then they go buy the book. And then they do the same thing in video three. Next day, hey, here's video one and two again. But if you haven't watched them, now here's the video number three, which is me teaching this concept. Go watch it, boom, right? And the video number four. So I got four different content videos, four hours of training of me giving them my best stuff, my best content, right? All pushing down to my ears this offer, right? My book offer, right?

Or keep it in my continuity offer. Keep it whatever offer you have, right? All pushes down to that exact same offer. And that's kind of the way it works, okay? So if you look at our email sequence, the way it works right now is what we'll do is each week we pick a new content launch funnel that we're going to focus on, right? So for example, in my business right now, by the time I'm recording this, next week is the expert secrets week.

Is the offer expert secrets book is the offer and so we have a content launch funnel in front of that that wraps is Miffy candy It's candy and wrapping around this irresistible offer right the most incredible gift ever

And so we'll do is the email list. We'll send out three emails, one, two, three, trying to get them to opt in to register for the free content. Okay. And if they do, then they're taken off that email list temporarily. Then they get emails pushing from, from a video one to two to three to four. Okay. And then after video four, then we do two more emails that just promote the book.

Now, if I send them three emails and they don't ever opt into the list, that's okay. Video four and five, I just push them directly to the offer. So either way, they're seeing the offer, but I'm wrapping it in candy first. So again, it's what I call Miffy candy. And so that's how we structure it. That makes sense?

So again, next week we're doing expert secrets. The week after that, we're doing perfect webinars. What did I do? I found really cool spots of me in Mexico teaching perfect webinar. Me in the UK teaching perfect, like different pieces of it. Boom, boom, boom, boom. They opt in for four free videos, teaching concepts from the book. Boom, thank you page. They get, and perfect webinar is not a book. It's a $7 course, but then we push them. The most incredible free gift ever is a $7 course, right?

And so on and so forth. So that's what a content launch funnel looks like. Does that make sense? Okay. Now, obviously, if you want to sell stuff online, you're going to need a good funnel. But if you want a great funnel, then you're going to need to use ClickFunnels. ClickFunnels is the number one funnel builder in the world, helping more first-time entrepreneurs to leave their nine to five and to launch their dream than any other company in the world. ClickFunnels was built for the dreamers and the doers. And you can get a free 14-day trial by clicking on the link in the description or going to clickfunnels.com slash podcast right now.

ClickFunnels, because you're one funnel away from changing the world. Okay, so now you guys understand this concept, right? What I want you to start thinking through is a couple things. In fact, I got three steps for you, okay? Step number one is figuring out what is the thing you actually want to sell, okay? Again, it could be a book, it could be a course, it could be your membership site, it could be whatever it is, right? And so that's the first thing. Now,

I want to amplify this a little bit. A lot of people miss this, right? Whenever I say MIFGI, the most incredible free gift ever, a lot of times I think about this in relation to how I traditionally teach in the past, which is like if you're launching a membership site, right? You create a MIFGI, like a really good offer to get people in continuity. But the reality is every single offer I'm creating, I'm attaching it to a MIFGI. Does that make sense? So again, I'll come back to the dot-com secrets book, right? This is the book. It's free plus shipping. It's $7.95 to get a copy of this book, right? But

But then if you go to dotcomsecrets.com and look on the page, like you don't just get this book. You also get, I have like six different things. Okay. You get these six things for free when you buy the book. Okay. So when you buy the book, you get these six. So I think if I went to the page, it's like you get, there's like a 30 day challenge. There's two or three other eBooks. There's two or three video courses. So you get all these things, right? So I took those things. That is the most incredible free gift ever you get for free when you get a copy of the book.

Okay, so every offer I create, there's a MIFKE. The MIFKE is always the free stuff they get that you're attaching to the core product you're trying to sell. Does that make sense? Okay, so step number one is what is it you're trying to sell? What is the offer? And then what is the bonuses, the most incredible free gift ever you're attaching to the offer? And the reason why I do that because I want to make this very, very special. When somebody comes to my content launch funnel and they opt in, the next page will say, hey, congratulations, I'm going to give you a very special offer, okay? When you buy my book right now, I'm going to give you all these things for free.

That's how I structure this irresistible offer. It's very simple. It's very easy. It's MIFKI. So it's attaching a MIFKI to anything that you're selling. So when I'm selling a continuity, a membership site, I say use a MIFKI to do that. I'm just attaching a MIFKI to that. But if I'm selling a $10,000 offer, let's say my $10,000 offer is a coaching program, what's my MIFKI? It's all the other bonuses they're getting that I'm attaching to that core offer. Does that make sense?

So don't think of MIFGI as only for memberships and continuity, right? It's for when you're selling anything. Okay. So step number one, what is the thing you want to sell? And you're going to attach an offer around it. Okay. That's step number one. Now we're going to move to step number two. So step number two, the thing I started thinking through is like, okay, I've got this product, this offer I'm trying to sell. What are all of the things that I've done in the past that

to create content for, right? And for most of you guys, if you are a producer or publisher, you're putting things out there, you've probably done YouTube videos, you've probably been on people's podcasts, you've been on your own podcast, right? So I'm looking for those things. I'm looking for things that have like a unique story where somebody is interviewing me or I did it somewhere, a unique spot, or I went deep on one topic or whatever it might be. So for example, a really good one, The Expert Secrets. I had a chance, I was in Dean Graciosi and

and Joe Polish's Genius Network X, which is their 100K group. So you had to spend $100,000 to be in this room, right? And so the very first time before I finished the book, I did a session there where I taught the concepts in the book, right? It was on a whiteboard and stuff and we recorded it. And so it's me teaching part of the book, but there's a story behind it, right? What's the story? It's like, well, I was at this event, it's called Genius X, where I spent $100,000. Everyone in the room spent $100,000 to be in this room, right? And I had the leaked recordings of me teaching

teaching this book before it was published. I taught things that didn't actually make it to the final copy of the book, but you can go listen, you can go, you know, give me your email address, I can give that to you for free, right? So boom, they get that video, and then there's another video, another video. Does that make sense? So I'm finding like things that have a unique story around the content. That way when I'm sending out the three emails prior, I'm not saying, hey, opt in to go get a thing, hey, opt in to go get free training, hey, opt in, right? I'm saying something very unique, like, hey, I've got three videos, here's what the first one is. Give me your email address, you're gonna get this one that happened at the Genius Event, right? Then day number two, it's like, hey,

Um, uh, there's this other video that's blah, blah, blah. Just insert story about this video. Why it's so cool. Why you want it? This is video number two. It makes you opt in so you get video number two. And then here's the video number three. It doesn't have to be videos. And, um, you know, it could be, I mean, it could be a webinar. It could be a PDF. It could be, like, it could be a lot different. It doesn't have to be

For me, videos are easier for me, but it may be different for you. Something else might be different. It might be content, right? And it doesn't have to be four videos. Like a product launch funnel traditionally has got four videos, right? That's the way Jeff Walker always taught it. But I have some of these where I just have three videos. Some where I only have two, okay? There's also some where I only have one, and that's okay too, right? There's nothing wrong with that. In fact, I'm going to teach you guys one really cool secret that you can do.

I had a chance a while ago to interview Ryan Holiday on stoicism, right? So I had this interview with Ryan teaching stoicism, all the core pillars of stoicism, all this kind of stuff, right? So what do I have? I've got a video teaching what I call Stoic Secrets, right? And so, and unfortunately he wouldn't let me use the domain name, but I had stoicsecrets.com for a long time, right? And when someone would opt in stoicsecrets.com, okay, this is a content launch funnel, I was just taking a podcast interview I did, right? So somebody would opt in to see the interview with Ryan Holiday. The next page is like, hey, thank you so much for opting in for the interview.

before I take you to the interview, I wanna make you a special offer, right? Boom, and I drop my MIF key right there, which for me, the MIF key was for Seekers of Success, right? So I create the MIF key, I drop it, boom, people sign up for the trial for the success, and then from there afterwards, boom, they get taken to go watch the interview with Ryan. The interview with Ryan is 60 minutes long, and then what happens in the end of the interview

Yep, I pitch him back to the same Miffy again, right? And there's two emails now pushing back like, hey, and again, because I only had one video, I just sent three emails to the same video. Like, hey, did you have a chance to watch it? Hey, if you missed it yesterday, make sure you watch it. Hey, I'm pulling it down, go and watch it, right? So I'm keep pushing people back to that thing, okay? And so it's interesting because like, literally you can do this strategy with like every piece of content. I see people who have done 100,

interviews for their podcast. They have 100 videos and they put them on podcasts or on YouTube and then they kind of forget about them, right? It's like you can take those and you can publish them in other places, right? Like last night I was going back through my YouTube channel just like old videos from four or five years ago and there's something that have like half a million views on it and they're great. Like,

They're getting more views than any of my videos nowadays are getting like for whatever reason, right? But there's some really good ones about like how to structure a funnel, like top secrets about funnel. So I'm pulling some of my old YouTube videos and boom, plugging them to the content funnel. So like go back in your archives that you have content in other places, okay? If not, you can create it. Hey, it's Russell Brunson and I have a confession to make. When I first started in B2B marketing, I thought I needed to be everywhere at once. Every platform, every ad type,

But guess what? That's not where the magic happens. The magic happens where the decision makers are, and that is LinkedIn. LinkedIn ads let you target who you want. CEOs, C-suite executives, and 130 million professionals ready to take action. These aren't random clicks. These are people who are already in the mindset to do business. With LinkedIn's advanced targeting, you are not just throwing spaghetti at the wall. You're placing the right message in front of the right person at the

Perfect time. Here's what blew me away. LinkedIn ads delivers up to five times the ROAS of other platforms. And that's not just a stat that's scaling power. Imagine your campaigns turning into a steady stream of qualified leads all while your competitors are busy playing on platforms that barely move the needle. If you're serious about scaling your business, you can't afford to ignore this. Start converting your B2B audience.

into high quality leads today. And here's the cherry on top. LinkedIn is giving you $100 credit for your next campaign. Go to linkedin.com slash clicks to claim your credit. That's linkedin.com slash clicks. Terms and conditions apply. LinkedIn, the place to be, to be.

What's up, Funnel Hackers? I want to talk to you guys about a challenge that every business faces, including mine, and that is finding good people to hire. For the last few years, we've been using Indeed to find the right hires in every one of the different departments inside of our company. Now, think about this. You've built a successful funnel, your business is scaling, and now you're wearing all of the hats. Does this sound familiar? This is the path that most entrepreneurs go on. So at some point, you need a team to help you keep growing. But finding the right person can be very overwhelming. It can be a huge piece

pain and for me it's not something i love to do that is until we found indeed and here's why i love it when it comes to hiring indeed is literally all that you need their sponsored job feature is a total game changer it pushes your job listing right to the top of your ideal candidates page it's literally like having a billboard right in front of the dream person that you are trying to hire indeed not only works it's also fast and it's flexible there's no monthly subscriptions no long-term contracts you only pay for results in fact to show you how fast this is

Since we started talking a few seconds ago, 23 people have already been hired on Indeed. That's the kind of efficiency every entrepreneur dreams up. So don't wait and build a team that'll take your business to the next level. Go to indeed.com slash clicks right now and get a $75 sponsored job credit to boost your job's visibility. That's indeed.com slash clicks. Start hiring faster and smarter. When it comes to hiring, Indeed is all you need. So a good example.

With my Secrets to Success business, I had a book that I wanted to promote. So I found three other people who were nerdy like me, who love books. I sent them a copy of the books. One was Joe Vitale. One was Eileen Wilder. One was Annie Grace. I said, all those guys, let's all read the book. And I want to interview each of you guys on one of the chapters of the book, right? So somebody would come and they would opt in. In fact, I pulled the page up here a second ago. I don't know if I could find it and tell you guys if you want to go see it. Yeah.

Okay, if you go to, well, it's kind of long, dang, secretofsuccess.com slash how-to-get-anything-you-want-challenge. I got to find a better domain name than that. Anyway, that's where it's at. YouTube will drop a link down below. Maybe the podcast, we can as well. But there's the challenge. It's a free thing, right? It's the opt-in. I call it the three-day challenge. And day number one, it's me interviewing Joe Vitale. Day number two is me interviewing Eileen Wilder. Day number three is me interviewing Annie Grace. And guess what we do?

After they register, there's the thank you page MIFKI. Okay. Then I did an interview with Joe Vitale. We talked about the book, his favorite chapter. Then we pushed it back to the MIFKI. Day number two, Eileen Wilder and me talk about the book and pushed it to the MIFKI. Day number three, Andy Grace, back to the MIFKI. Does that make sense? So literally that's how we do it. And the same thing with the Robert Collier book, right? We did a three-day event on Robert Collier and like the same process, right? So we're creating the content around the offer to push to the offer.

So it hopefully makes you start thinking about content a little bit differently where like all these – the things you're doing to create content anyway now are more valuable than just the one thing. I create a podcast and it's gone, right? I put it on YouTube and now it's gone. Like I always think about YouTube and podcasts and stuff are great ways to get people into my funnels, right? Obviously. Right.

But then those videos, I can use them inside of a funnel, especially for this type of content launch funnel. Okay. So again, number one, you got to figure out what you want to sell and attach a MIFGI to it. Number two, what content do you have around that? What could you create? What content has stories? Who could you interview about? Like what are things you can pull in? What stuff have you done in the past already on a YouTube channel or a podcast?

You know, you could, one of my friends, oh, Matt Basak back in the day, he did one really cool one. Him and his wife, they just laid in bed and they talked about, I can't remember what they were talking about. It was like an hour long. They called it pillow talk. Like my wife and I were talking about late at night. Like you just got to go grab your microphone, record something. There's so many cool ways to do it, right? But creating the content around it.

And then step number three, in fact, I mean, sorry, come back. If you had a book, it could be just reading. I read chapter one, I read chapter six, I read chapter 12. Like it could be just you reading a couple of chapters. That could be it too, right? Okay, now step number three. This is how we structure, at least how we're structuring the emails, right? So I send three emails to get them to opt in to the content launch for that week. Okay, email one, email two, email three. Each email is talking about a different story from the videos inside the members area. Boom. Boom.

Okay. Um, after they opt in, then, then, uh, again, I pull them off that email list. They won't get any of those three more emails. Um, and then from there they get the emails inside the content launch, right? So video number one, video two, video number three. Okay. And then after that, then boom, everyone gets back on it. But two, we'd send two emails directly to the offer to everybody. So even the people, the people who didn't opt in and then the people who did opt in and push two emails to the offer to close, to close people on, on the actual sale.

All right. Now the very first time I did this, like four or five years ago, this is what I did. And I'm actually gonna teach you guys a way to do it differently because, um, eventually, uh, Tim Shields, uh, who just spoke at our last Funnel Hacking Live, he taught me a way that was different. In fact, he taught, if you were at Funnel Hacking Live, he dropped it in the last 30 seconds of his presentation and most people missed it, but it was like the secret sauce. So what we did the very first time is we build out these content launch funnels and we have like

I've had like 30 of them. It was a long sequence, right? So we're opting to go through the first ones, the next one, next one, next one. And it was great. But the problem is like I dumped, after we had that whole thing structured, which took way too long, I dumped everyone on the top of the funnel. And then for the next like 30 weeks, they were going through this gauntlet. And the problem is in between those, like I had a pro FHL. So kind of like threw things off. It's like, I can't email my list because I get emails here. And just, it didn't, it kind of worked, but not really. But we structured when someone joined any of my email lists, they would drop at the top of that and they'd go through this whole, this whole gauntlet, right? It was pretty cool.

But the problem is like when they got in this gauntlet, then if we put anything extra, it's kind of threw things off. And so we ran that for a couple of years and then it's just kind of falling apart and I needed to rebuild and kind of restructure our offers and things. And so I was thinking like, what do we do for this? What are the, what are the pieces, right?

And then Tim Schilt, he taught me what he was doing that was so cool. He basically, Tim's got I think nine webinars, right? They're all auto webinars. What he does is he spends a week promoting webinar number one and once done, they transition to week number two, does webinar two and then webinar three and goes through the nine weeks. Once done, he starts back over the top again.

And he goes back through and it's done. He starts back over the top. And every time he creates a new webinar, he just stops the campaign and he'd plug in the new webinar. And I was at 10 webinars, right? And he goes back through and this starts back. And this is his whole cycle, cycle week after week after week. Now Tim's built an eight figure year business in the photography market doing this. Like it's really powerful what he's doing. And so I assumed he had just daisy chained them all together and it was just anyway. And he said, no, no, he's like, I don't do that way.

He's like, the way I do it, and by the way, this is the big aha. It's what we're doing ours differently this time around, right? He said that I have a spreadsheet. So I had the first week and we do the spreadsheet. We have the emails. We look at the things. We send them all out, right? Then the next one we do, but it's always live. It's in real time. So we can like see what's happening in the market. Do we need to stop or anything? You know, is there something specific that happened today in podcasting?

pop culture that if we tweak the email, it would fit for that, right? Whatever it is, right? So it does each one until it gets to the bottom of the nine. Then when it gets done all nine, it starts back at the top one again. And it looks like, okay, last time we did this, what were the open rates? What were the click-throughs? How did it all look? It's like, what can we tweak this time? Maybe email two didn't really work. Maybe the story wasn't right. So they go and tweak a couple things, and then boom, it goes out. And the next week, they come to number two. And they do it again. They keep going through. That's the whole process.

So for me, that's what we're working on right now as well, is we're going back through and basically every offer I have, and this is not, this is in the Russell business, the ClickFunnels business, PT Barnum business, or Barnum PT business, which if you don't know about Barnum PT, go to barnumpt.com. It's a cool plugin. We're building a whole character around Barnum.

the magnetic marketing, Dan Kennedy business and secret success, success business. So we're doing one of these for each brand each week. So it's kind of intense, but it's so cool. And so what we're doing is basically, like I said, it's like next week we've got two of them launching, right? So we've got number one, we've got the Russell business, click phones business, both launching and that one will go out. Boom. Right.

and next week goes next one and then based on how many offers we have, let's keep going deep. When we get to the bottom, they start back over and keep going, whichever one it is and then when we have new offers, we just create a new offer and then we just pause wherever it's at, plug a new offer in, launch that one, add it to the thing and then that'll come back up next time it comes back around and that way, these sequences and these campaigns just keep continuing running over and over and over again. You may be thinking, Russell, every nine weeks they're getting the same emails, right? It's like, no, they're seeing the same offer but what's fascinating to me is like,

I think we, sometimes we think that the people following us are paying more attention than they are, right? Let's say you send an email out to 100,000 people. You might get 30 or 40,000 actually open email, right? And, you know, from that 5,000 that click, right? So only 5,000 people ever actually saw the opt-in page. From there, maybe 2,000 actually opted in, right? So here's the funnel, right? So yeah, maybe those 2,000 people actually saw it, but the other 98,000 didn't, right? So nine weeks later, now you hit them again. And maybe this time they're more ready. Maybe something in their life's different.

I have a friend in the dating market. He emails his list nine times a day, nine. I was like, nine times a day? You're crazy. He said, no, you don't understand. He's like, the dudes who follow me, he's like, they have a relationship because I'm fun on my emails and stuff. He's like, but most of them have a girlfriend most of the time, right? And he's like, but there's this little window of time that happens every once in a while where their girlfriend breaks up with them. And when that window happens, I need to be the first email in their inbox, right? So they're reading for entertainment most of the time and their heart gets broken and boom, they open the email and I'm right there. And then they buy.

He's like, I always got to be in front of them. Okay. So same thing is kind of true with you as well. Think about it. Like, like, and, and by doing it this way, right. You're not just hitting him tons and tons of offers, right?

They're getting three-day, four-day content launch campaigns every week. They're just like, man, this Russell's serving. He's giving me more stuff and more cool stuff and more cool stuff and more cool stuff. And it builds this really cool reciprocity, if that's the right word, where they continue to open emails. Even if they don't read them all, they don't watch it all, a lot of times people will go and they'll take the emails that I send them and they'll create a little...

a folder they save in there because like russell stuff's so good like if i just want to buy a course instead of buying a course i'll go back and just watch russell's videos because his training videos he gives away for free around every one of his offers are better than most people's offers right and so that's kind of what you're trying to do is build this uh this content engine where people are getting a lot of value so i know a lot of times in the internet world we talk about using content right but we're talking about instagram and youtube and podcasts and those things are all great but

But for me, to this day, and I've been doing this now for two and a half decades, the channel that makes us the most amount of money is still, and not by a small, like 90-10, is still email. Email is the secret. That's how we make our money, right? That's the most important thing to understand. So when you understand that, it's like, okay, how do we build a content machine around our email? Because that's the thing that's actually making us the money. That's what people are missing, right? They have content machines happening in other places, which are great. Do those things.

But don't forget the most important content machine, which is your email. All right. With that said, you guys, if you have a funnel, but it's not converting, the problem 99.9% of the time is your funnel is good, but you suck at selling. If you want to learn how to sell so your funnels will actually convert, then get a ticket to my next Selling Online event by clicking on the link in the description or go to sellingonline.com slash podcast right now.

All right, you guys, I hope you enjoyed this episode. That is how you create a content launch formula. It literally is a secret to selling anything without actually selling anything. You're just providing so much value that people want to buy your offers and they want to open your emails. They're going to archive emails. They're going to go back and read your emails. Unlike most people, it's all by using this one simple strategy. So you will see us doing it across all of our brands here. Again, we did a modified version four years ago. This is an updated version I'm so excited for. And I'm

I'm excited to see some of you guys kind of modeling as well. I think it's going to change everything. Thanks so much. My name is Russell Brunson. I'll see you guys all soon.