How to 2X Your Sales and 10X Your Profits by Mastering Momentum | #Marketing - Ep. 11
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This is the Russell Brunson Show. Hey, this is Russell. Welcome back to the show. Excited to be hanging out with you guys today. We just got back from Funnel Hacking Live, and I want to share with you guys a concept that I'm doing right now that a lot of people don't realize I'm doing, but it's the key. It's the key to actually double your sales, but not only are you doubling your sales, you're actually 10x your profits by mastering this one thing. It's very simple. It's very powerful. It's very easy when you understand it, and that thing is called momentum. Momentum.

This is where most marketers make a mistake. They spend all this time, this energy coming up with an idea and a product and putting the product together and launching it and they get some sales coming in. But typically what happens is during the actual launch part of your campaign, this is where you're buying ads and you're driving traffic and like it's the most expensive part, right? So all of a sudden done, you do the entire launch and then you're left with hardly any money because you spent all the money by giving it to Zuckerberg or to Google or whatever.

And, um, so I want to walk you through something we learned way back in the day. So when I got started, man, 25 years ago now, um, this is before we had Facebook or Instagram. Uh, in fact, it was before my space, we were using Friendster back then. Like, this is like the beginning of the internet marketing world. Right. And we were trying to figure things out and, and we found is it was hard to buy ads. You couldn't buy ads to just people's, um,

you know, I mean, you could buy Google ads were kind of a thing at the time, but it wasn't, it wasn't like today where most people just buy Facebook ads, right? By, uh, YouTube, Instagram ads. Um, it was, it was a different time. And so, um,

The way we drove traffic back then primarily was through partnerships. We had to know other people who also had email lists and we do joint ventures where I promote them, they promote us and vice versa. That's kind of how this whole world and this whole industry was built. In fact, it's crazy. If you look, if you go back in time, you know, 20 some odd years ago when we first started playing this game, it started like, um, developing and figuring it out. Um,

it was interesting like how most people thought that what we were doing was a scam. Like this whole thing's a scam, the whole business, whole industry. Like, and it's funny now cause I fast forward 20 years later where it's like now, so what everybody does, every influencer, every, everything. And it's like, now we're cool. Even though back then, you know, when you're the, when you're the first,

People always look down on you as the first, and it's just funny to me because we've been doing this so long. But we learned some things from back in the day that no one nowadays knows about because you guys all have had it so nice and so easy just buying ads. And over time, ad costs have been going up, right? And your margins have been shrinking. And you don't know this one little secret that's keeping people like me having huge profits, right? So again, this will double your sales, but it'll actually 10x your profits if you understand how to use it correctly. And it's understanding momentum and how momentum works after you launch a product, okay? Yeah.

And so back in the day, this is kind of the process and how we would do it, right? So we do a product launch and the way we would work is that we, again, we had to pay our affiliates to promote. And initially it was really easy. It was like, oh, well, let's do a 50-50 split. Like you promote something, you get half and I get half. And that's how the business started initially, right? So we started doing these launches. And so it's cool. You get 10 people to promote your product. They'd all make a bunch of sales. You pay them half the commission and you keep the other half.

But then what happened is then more launches started happening, right? This guy named Jeff Walker, you guys probably heard of him. He started talking about product launches. And then Frank Kern launched this thing called Mass Control, which is basically about how to do product launches. And everyone was talking about product launches, and it was the thing. So everyone was doing product launches. What happened was it got harder and harder to get affiliates to actually promote your product because everyone was competing against each other, right? So then it's like, okay, well, we're going to have to create prizes. And so all of a sudden you start creating these prizes. And at first the prizes were really simple, like, oh, you're going to get –

We didn't have iPods back then, but whatever the prizes were. And then prizes got more expensive. And eventually, I remember one time I won a massage chair. And later I won a Rolex. Well, I didn't win a Rolex. Twice I lost. Twice I took second place trying to fight for a Rolex. And then after that, my staff actually bought me a Rolex, which was really cool. After that, then they started getting cars. People started giving away cars. And then the prizes could get bigger and bigger and bigger, which takes the margin and chops it and chops it and chops it and chops it. And so for a long time, we would do these launches. We'd do a million-dollar launch. But then half the money would go out to affiliates.

And then two thirds of that would go out to prizes to affiliates. You end up with a million dollar launch, you walk home with $100,000. And it was just like this frustrating thing. You're like, man, I have the liability and the risk of a million dollars in sales, but

but only $100,000 of profit that would come from me. And so we were always back then trying to think like, how do we maximize this, right? And this is where the whole school and train, like the school of thought of funnels actually came from, right? And it comes back to Dan Kennedy 101. Dan Kennedy always says, whoever can spend the most money to acquire customer wins.

So what does that mean? It means as well as advertising costs go up, you've got to figure out other ways to monetize those audiences. So for us, that's where funnels came from, right? Upsells and downsells and cross-sells and all these things we started doing to increase how much money we were making for every single customer to come in. And so somewhere along the line, I don't remember who kind of figured it out, but this became the big secret, okay? It was called the launch within the launch, okay? So what happens is you do this big public launch to everybody, right? So you do this big launch. Everybody would promote it.

Uh, and again, you pay out 50% commission to affiliates. You pay out next, you know, of the 50% left, you pay out, you know, 75% to prizes. You get your 25%, you know, and then you have your emergency fees and refunds. So like you make almost no money from that. So then afterwards you'd immediately launch something right afterwards. And that's where the profit came from. Okay. In fact, you do this launch like inside of the launch. So good example. One of the first times I did it, I had this course called micro continuity. Um, still in things I'm most proud of was my first course like took off.

It did really well. We launched initially and...

We did launch, we put, I recorded the whole course in these little MP3 players. So the free plus shipping MP3 player offer, and then you could buy the course as an upsell and things like that. So it was kind of this really cool thing. And so we did this big launch and back then we were paying affiliates 100% of the front end and you know, 60, 70% of the back end plus prizes. Like we made no money, but we did this launch and it was converting. So we got a lot of affiliates. We got 20, 30 people to promote it. And so launched, I'm doing a couple million dollars, right? Like it was really good. But again, all that money went away. And so, uh,

So if you look at like what the actual thing we were launching was this training and this education on how to do what's called a micro continuity program. But then towards the end of the launch, before wrapped up, we did a special like, Hey, how many guys would like it? You're learning about micro economy. How do you guys like if I just prebuilt site for you, I come on this webinar, I tell you about it. So they come on this webinar and in there I would do this webinar where I'd prebuilt a micro continuity site for them. I sold them rights to it at, I can't remember four or 500 bucks or something like that. And from there we made like an extra million dollars. Right.

all the bottom line, all profit, all the me. I didn't pay ads, affiliates, anything, it was just pure profit that came to me, right? So you think about this, like I went and, you know, let's say it was a million dollar launch. It was a million dollar launch, I sold a million dollars of this secondary product that happened inside the launch, right? And,

And the first, let's say the first one is a million dollars. I netted a hundred grand, right here. I doubled my sales cause I went and I made $2 million now. So I doubled my sales, but I 10 X my profit, right? Cause I only had a hundred thousand dollars profit here. And then I made a million profit. Oh, here's a more, I guess it's technically like 11 X, right? But I, you know, more than 10 X my actual profit.

Okay. And that became the big secret. So we started doing these launches within a launch, a launch within a launch. Okay. And then for me, it started becoming a launch within a launch within a launch. Like we were always rolling these things forward. Right. And the key was momentum. Okay. This is where a lot of people miss. Like if you look at, um, when somebody comes into your world, they want to buy from you. Uh,

Have you guys ever heard of this analogy? It's called being a porcupine in heat. So again, I don't know a lot about porcupines, but apparently when a porcupine is ready to mate, I've heard it again. I don't know. I should probably Google this ahead of time, but apparently porcupines, they only mate like one day a year or something like that. And so during that little window, when there's time for them to mate, they're going to go crazy and mate with like 20 different people, right? They're a porcupine in heat. We saw that. My kids and I, we had a chance to go to...

We had a chance to go to Africa last year and we get all the way to Africa. We go on safari, we drive out and right when we drive out, I got my kids, I got little Nora with me and all my other kids. We pulled this lion and there's,

Yeah, the male lion and the female lion. All of a sudden, within 30 seconds of pulling up, the big male lion mounts up on the female lion, does the thing for eight seconds, bites her neck, roars, and rolls off. And we're like, oh, what just happened? My kids are like, what just happened? We're like, I don't know. And they're like, oh, it's mating season. They mate one week a year. And during that time, they'll mate like 40, 50 times during the day or something crazy like that. And we just happened to pull up on the lion when it was happening. And then for the next three days of our spar, we saw it hundreds of times. My kids are just like,

Anyway, that's how they learned about the birds and the bees in Africa, right? But it's the same concept, okay? A porcupine in heat, a lion in heat, whatever you want to call it. There's a window where they're excited, okay? So you think about this for your customers when they come in. There's a window they're excited, okay? And they're in heat right now. Like they want all the information about this topic and then eventually it's going to wear off. I remember a good example I used to share to kind of explain this porcupine heat concept. Okay?

Uh, this is man over a decade ago, 15, 16 years ago. Um, I took my team bowling and I love bowling. Bowling is my third favorite sport, wrestling, jujitsu, bowling. Like that's, there's a hierarchy of sports for me, right? So take my team bowling. We're bowling and I'm a pretty good bowler. Um,

I can hold my own. And we're bowling and I beat almost everyone on my team except for one guy, still remember his name, Mike Loveridge. He beats me at bowling. And not only did he beat me, he had to mock me the whole time. And he's just like, ah. And I remember getting back home that night. I was in so much pain, right? I was a porcupine. I wanted to win. So that night I got online and I bought everything bowling related I could find. I bought bowling DVDs, books,

I bought new balls. I bought everything. I was a porky by heat. That little window of time, everything that would help me become a better bowler, I bought them all. Like all the things, right? And I spent, I don't know, a couple thousand bucks

to make me a better bowler, right? Because I was a porcupine in heat. But then fast forward, a week later when all this stuff started showing up to me, I was like, oh. And I was out of that pain. Like I wasn't angry at losing anymore, but I still had all this stuff I had now acquired, all these new bowling balls and bowling things, right? And I had it all now. And...

But I'd cooled off, right? And I don't think I've ever bought a bowling thing since then. But during that window, like when there was enough pain, I became a porcupine. I became a bowler in heat, right? I wanted to buy everything so I could get better. And that's what's typically happening to your customers, right? If they see your ad and they click on it, right? Or they hear someone talking about something, like either they're in pain or they're moving towards pleasure or something and they come towards your offer, right? They buy the offer. Right?

Like that's why funnels work so good because again, the person's hot right now. Like they're going to buy that, they're gonna buy it up. So I'm gonna buy down. So, but now like they're, they're trying to get everything. And what we think is happening is they're buying our stuff and then they're just sitting back and like they're consuming our content, right? Like I bought Russell's book. They're probably just read his book. Like I got everything I want. The reality is those, like if they're a porky, they want to learn funnels, they're going to read.com secrets book. And then they're going to go and find out who else wrote a book on doc on funnels. They're going to buy the funnels and funnel software. And

They're going to be buying everything related to this topic, and then they're going to be out of heat and kind of fades away, right? So it's like in that window, the launch within the launch, while they're the most peak excitement is when you need to make them a second offer, right? 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 would sign 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. And 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 has 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.

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 process.

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. And so that's kind of how these things start working. And for me, I always think about

Um, if you read.com secrets book, I talk about the concept of the value ladder, right? You're moving somebody up the value ladder. Um, as you move, like, um,

to explain this point, like if someone comes into your world initially, right, they're going to come in, they're going to test you, they're going to buy a book or a course or something from you, and they receive value, then naturally they're going to want more, right? And then they will send up looking for more value. Same thing in a relationship, right? When you run the very first date with your spouse or your girlfriend or boyfriend, whoever it is, right, your significant other, you run into the very first date, maybe you want to date, you had a good time, you're like, man, I got value from this person, I liked him, I want to go on another date,

Right? You go on another date and then you experience that one, you have a good time, then you're like, I want to give this person a kiss. You give them a kiss, right? And you keep getting more and more, like you keep moving up that person's value ladder until eventually it's like you get married and you have kids and then, you know, and that's kind of the goal of progression. And same thing is true with your customers, right? So for me, it's like, I like doing a launch...

that's tied to the info side of the business, right? The lower end of the value ladder, because they get that stuff, they get a good result, and they start moving them up. Like, what's a done for you program or done with you or a licensing deal or something where it's like they're taking the information, but now I'm selling them something that's more tangible, the application of the thing as opposed to the information about things. Does that make sense? It's not something I'm trying to look for. I'm doing this launch inside of launch, okay?

Um, so that's kind of how we started making money back in the day. Right. And then all of a sudden ads are coming in for the first five or six years. Ads were cheap. It was amazing. Zuckerberg was not selfish and greedy. He just liked to let us all win. We all made a bunch of money. And then over time they got more expensive and it got harder. And most people forgot about the launch of the launch. They just did the launch and then they kept whatever it was like, Oh, Zuckerberg squeeze out my profits. I don't make much money. It's like, you guys, it's cause you forgot the lesson.

The lesson is, right? You can 2X your sales and 10X your profits by mastering momentum. You can take in this momentum, right? The buyers and heat and offering them the next thing in the value ladder, next thing, and doing this over a very compressed period of time, okay? A couple examples of this, right?

So, um, I knew I wanted to launch a course. This is my five or six years ago. Now I want to launch a course called one funnel way. You guys probably heard me talk about it before. Uh, I think we had almost 200,000 people that took that course while it was, um, at its peak at a hundred bucks, a hundred bucks a piece. Right. And so instead of just be like, here's the course, launch it. I was like, okay, I want to build up momentum and roll people into the course. Okay. So very first thing we did is, um, we did a, we did a summit. It was called 30 days. It was at 30 days.com. Um,

And at 30days.com, there's this free summit. You go and register for the free summit, right? Where you're going to hear all these people talk about their 30-day plans, what they would do. But then after the register, on the next page, it's like, hey, thank you so much for registering for the summit. I want to invite you to the one funnel way challenge, right? So I did this big, I did this big, um,

I did this big summit to get people's attention and excitement, get everyone to promote this summit, and it got people in there, right? And then the upsell was one funnel away, but then after the summit was finished, then everything we pushed now was rolling into the next offer, which was one funnel away, this $100 thing, right? And then we ended up getting five or six thousand people that very first month coming into it, right, on the backside of this event.

Okay. And so that was the very first thing. And then you look at the momentum there. People went through the one for my challenge and inside the challenge and we push people into the funnel hacks webinars, push them into click funnels, right? So I'm taking this momentum from this free leads, this free summit directly into this a hundred dollar challenge directly into this thousand dollar course. Right. And so it's like the momentum leads. And so I spent a lot of money getting people into the summit. We paid affiliates a lot to get people in the summit, but then they join, you know, uh,

And we pay, we have sticky cookies. We pay people, affiliates throughout the funnel. But typically it's like 100% on the front end, 50% on the first tier, and then maybe 30% on the next thing, right? So we tier down the commissions as we tier up the price points. And that's where we start pulling out the margin, okay?

And we did the second one funnel away, 2.0. I didn't just launch OFA 2.0, right? Instead what I did is I was like, I need a pre-challenge to get people excited to go into the paid challenge. We did a free challenge called Five Day Lead Challenge, right? And it was a five day challenge. It was free. This is the middle of the lockdowns. We do this big challenge. We promote it like crazy. Everybody comes in. They go through the whole process together.

And then at the end of it, then we push people into One Funnel Away. Boom, they come to One Funnel Away. $100, right? It goes through that process. And inside there, boom, we pitch the $1,000 thing. And again, momentum. And then for the end of that, we pitch them into Funnel Hacking Live. And we just keep that thing rolling, keep it rolling, like moving them up the value ladder. Step, step, step, step. Versus what most people do is they launch the thing, make some money, sit back, and then relax.

relax and let momentum die. Okay. Now, a good example, again, is I just got back from Funnel Hacking Live and Funnel Hacking Live is our big event. This was Funnel Hacking Live 10. It's the last one, the last dance. And it was a big event. Like our hard cost event were six and a half, $7 million. Luckily ticket sales and sponsors have paid for all of that. And the event, we had some offers and the offers inside the room did amazing, right? We made a lot of money from it, which is great. But for me, it's like,

There's 5,000 people in the room. We made the offers, made some money, and then it just, it ends, right? And I'm here today, you know, the day after we get home, my voice is shot, and what am I doing? I'm capitalizing on momentum, right? Everyone's been talking about FHL. People are posting pictures, like all sorts of things are happening now. Like this is not where I want to go quiet. This is where most people go quiet, like, oh, I'm going to take a break and take a week off. No, I am going to take a couple days off. Tomorrow I'm heading out with my wife.

Um, but prior to that, it's like I need to set things in motion so the momentum does not stop. Okay. Cause the thing about if the, if the rule of momentum is you're going to double your sales and 10 extra profit, like right now I'm doing, we did great, right? Imagine if I double the sales from Funnel Hacking Live, but this time I'm not gonna pay the six and a half million dollars.

to run the FHL, right? Now it's all just profit. So even if I double the sales, I'll 10X my profit. So this is where the actual money's made, right? As the dust is settling, this is where most people miss out, okay? Because a lot of people who wanted to come to FHL, but they couldn't for whatever reason. They couldn't get a ticket. They couldn't travel. They couldn't fill in the blank for a lot of reasons. And so now it's like, how do we capitalize on that? So for us, we had multiple different offers that happened during the event. The first was actually an offer for a free...

A new free platform has launched. This is the first time I've announced this publicly, so you guys are in the know. I haven't done a big launch around this yet, but we launched a really cool new platform called OfferLab. If you go to OfferLab.com, it's the coolest thing in the world. It's a free platform. You go sign up. What you do is you can go add all your offers in there. So you can add, you know, if you've got a book or a course or a physical product, whatever, you throw all your offers inside OfferLab.

It doesn't matter what platform you're using. If you're using ClickFunnels, if you're using Shopify, using one of our competitors, it doesn't matter. We integrate with everybody. But you take it from those platforms like from ClickFunnels, from Shopify, from GHL, wherever you want, and you click a button and it'll import your offers into OfferLab. And then you take your sales page and make a custom sales page inside. So everyone's got an offer and a sales page, right? And it builds out this whole marketplace of offers.

And then any of us as like a promoter, you know, I'd say traditionally an affiliate, but it's different than an affiliate. You log into OfferLab, you see here's 10,000 offers eventually. Right now we got a couple hundred, but eventually the goal is to get 10,000 offers in there. You log in, you're like, I want to build a funnel. And you can literally build a funnel in like 10 seconds. You're like, I want Russell's book.

and I want this course, I want this backend mastermind. And like you literally click four buttons and you've got a funnel with four upsells built into it. And you can launch it. You can push social media. It's like the coolest thing in the world. So we launched that, right? And so we have 5,000 people in the room, 1,700 people signed up and created their Offline Lab account and submitted an offer, right? So that's great. At 5,000, 1,700 did that, right?

but we got 6 million people on our email list, right? So now I'm taking the presentations where we explained OfferLab and working on a campaign where we're gonna roll that out to the entire ClickFunnels community and now that'll go to millions of people versus just 5,000 people, right? So the momentum on that offer will start growing and expanding, okay? ClickFunnels, we just, we did a ClickFunnels State of Union address which was showing all the cool new stuff in ClickFunnels, right, which is insane. And then we bribed everyone to go get, in fact,

Here's a secret link, you guys, right? If you go to launchyoursass.com, S-A-A-S, launchyoursass.com, you'll see this special offer made for people at Fun Locking Live, right? To get them to create their ClickFunnels account, we literally give them the keys to a $40 million a year software company. They can run, they can keep all the profit, they can white label the whole thing for free when they become a ClickFunnels member at launchyoursass.com, which is crazy, right? So we launched that one. So now that's done, we're taking the footage of us teaching about it

creating a campaign that it will be going out and email lists here, going on social media, all pushing to that same offer to get more people now, right? Every night facial got a, got a early movers advantage. Now we're gonna push out to everybody else. Okay. Um, at the event, we make an offer for my coaching program. It's called the prime mover foundations. And

And so, again, we sold a lot of people at FHL that, which is great. But now what we're going to do is we're going to be doing in two weeks from now or maybe three weeks from now, we're going to be doing an FHL encore. We're going to take not all the presentations, but we'll probably take two and a half days worth of presentations. We're going to put them together and do an FHL encore. We're going to launch that. People will come in, they'll watch it, and then we'll have a chance to the people who watch it virtually. And again, they're not going to get all the sessions. They don't get Tony Robbins. They don't get a lot of the other things, but they'll get two-thirds of the sessions. They'll go through that, and then we'll make the offer there as well. And then some of them will sign up there, right? Yeah.

And again, it did great in front of 5,000 people, but I might get 10,000 people virtually who come to this event now who weren't able to come in person, right? And then I'm building this library backstage. And so I made an offer for a million dollars for anyone who wants to be part of this thing. And I had five people who signed up for the million dollar offer, right? And you better bet that I'm going to go and do one more push about that as well, right?

And so I'm using the momentum of the event. I'm looking at the things that we did and I'm taking the videos, the presentations from that event. We're taking, we'll be pushing online through YouTube videos, so other places like that, right? And that'll continue the momentum. And now the things that we did once will now live on in infamy as they continue to drive people into our offers, right? And so I'm getting, I'm using the momentum, capitalizing on it to keep things rolling. Okay.

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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 immediately.

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.

All right. Now, 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 building platform on the planet, helping more first-time entrepreneurs to lead 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. 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.

Okay, now you had a chance to hear my ad read for my own ad. I'm going to jump into three steps now to start implementing this inside your business. You guys ready for these? All right. Start writing these down. If you're watching YouTube, post these down in the comments down below. If you are listening on the podcast, grab a pad of paper and walk you through what you need to do right now. Step number one. This is the first key. This is a mindset shift. We understand this. It'll make everything else easier. Step number one is look at your launch as a break-even funnel.

Okay. What's a break-even funnel? I talk about these a lot, right? A break-even funnel, like my book funnels are break-even funnels, right? Somebody goes and they buy the book for free plus shipping. And then there's an audio book for the order form. There's an upsell and downsell, right? All the revenue I make through this funnel, the only goal of it is to break even. Okay. Because again, it's the very first of my value ladder. They're going to buy that, read the book, get a good experience. They're going to want to send up and buy the next thing, right? All the profit comes after the break-even funnel. Okay. The break-even funnel is the key. So for you, it's understanding that your launch, your rollout, your thing you're doing is just a break-even funnel.

I don't care if you're doing a coordinated launch with 30 affiliates, everyone promoting, that's just a break-even funnel. So feel free to give away all the commission to affiliates. You don't even care, right? That money's not yours. You're going to give to Zuckerberg if you're on Facebook. You're going to do an email, send it to the emailers, your JV partners. Give that money away. It is a break-even funnel to acquire a customer and bring them into your world and give them an amazing experience, right? And to create, like...

to put them into heat, right? They become the buyer in heat, right? That's the very first thing. So step number one is look at your launch as a break-even funnel, okay?

Step number two, understanding that the real profit where you double your sales and you 10X your profitability is the launch within the launch. Think about you just sold somebody information about something. Now inside of that, you're going to come back and you're going to launch something specific. It could be like the week after, the day after. It might be in the middle of it. You can plug it in wherever you want. But basically it's like, in fact, I see a lot of people do this really successfully. They do the launch. It closes down. Then when the launch is over, they do a new member launch.

like a welcome webinar and they jump on that webinar and then during that webinar, then they make a second offer. In fact, this is one of the, I haven't told this publicly before, so this is actually one of the secrets on how we actually grew ClickFunnels initially.

So you guys have heard me tell the stories how I was doing, you know, three, four, five podcasts a week or podcast webinars a week, sometimes two or three a day. The way that I was able to do that consistently is I went and I saw, I found all the people who were launching products, right? So they do a big product launch, right? That was their break even funnel. And then I taught, I'd messaged him. I say, this is a deal. I have a way to, to double your sales and 10 extra profits.

by doing one thing on the back of your webinar. Like, what's that, Mike? You're going to do a new member welcome webinar, okay? And they say, how's it working? I'm like, you're going to jump on. Everyone who buys your product, you're going to welcome them on. You're going to say, hey, thanks so much for buying. We're excited for you. Our team's working to get everything implemented for you. But right now, the next step, now that you've got a product, is you need a funnel. And this is, I brought my friend Russell, number one funnel building expert in the world, to come tell you about this.

Russell, tell me about funnels. And I'd jump in, I would do my 90-minute webinar presentation about funnels, and I would sell them ClickFunnels, okay? So I was finding people who were buyers, they just bought from a launch, they were at the peak of excitement, and then we would do a new member webinar right afterwards, which was basically welcoming them to the program and introducing them to me, and I would do the thing, right? So that's the other place you can do the launch within your launch. So if you was looking at, okay,

During my launch, my initial kickoff, I'm selling information. What do I have that's next here? The value ladder, right? Moving up from information to implementation, right? Do you have it done with you, done for you, a coaching program, something like that? Um, that's usually the next tier. So you're looking at what that thing is and then where does it make sense to kind of weave that in, right? You weave it in, um,

middle of the campaign just to the buyers. Do you wait till the campaign closes and do it the new member webinar after? Some people do it a week later. Like it doesn't matter where, but it's just somewhere within there is you're doing the launch within the launch. And that's where you will double your sales and 10 extra profits. Do not miss the step.

Everyone misses the step, okay? This is one of the big secrets I don't ever talk about. No one talks about this, okay? You only know if you've been doing this for as long as I have, right? Because most people stop doing this when Facebook ads were cheap and they forgot about where the profit in the business actually comes from, okay? So that's step number two. Step number one, look at your launch as a break-even funnel. Step number two, again, remembering that

The revenue comes to launch within the launch. You're trying to figure out what is the launch you're going to be doing that's the next tier in your value ladder, the next thing that they need. They have the information looking for the implementation. What is that version of the thing you can sell to them on page number two or on the step number two? And then step number three is the last thing in momentum I try to do is rolling them into continuity. So we have a lot of offers. We'll sell a high ticket thing. We sell something for $10,000. Okay?

Okay. And after the campaign closes, then we roll them into a continuity program. Sometimes I call new programs that might click funnels, but sometimes it's not. Sometimes it's like, Hey, this is $10,000 over here. Um, let's sell it for $500 a month now. And so anyone who didn't buy it, $10,000 rollbacks. Okay. This is $5,000 a month. Um, in perpetuity, like forever, right? So it's not something that is the, so it's not a payment plan, but it's something where they're paying, they're paying a monthly fee to be able to access the same thing that someone would have bought lifetime access to, right? For $10,000. So you're rolling them in continuity. So you're taking this,

they always think about the world as a funnel, right? If it's a huge funnel, you have, you know, whatever, 8 billion people in the world, then you got like 3 billion who are on Facebook and then you've got from that, you know, 100 million who see your ads and you get 10,000 who click on your ads and you get, you know, 5,000 who opt in and you get, you know,

a thousand that get into your funnel and you get 500 to buy from you, right? So you should have the rest of this whole funnel, right? Everybody else. So it's like I'm gonna go now up a tier. So I have 100 people that bought. I'm gonna go up a tier. I got 500 people here and 1,000 people here. For those people who didn't buy, what can I, I don't wanna lose this momentum. They came, they watched the webinar, they watched the challenge. They got into the momentum of the thing, right?

And so you have that in there. Now it's like, how do I take that momentum and how do we take it and then plug it into the next thing, right? So, hey, they couldn't afford this, but maybe they can afford this, okay? And that's how we start looking at these transitions. And so it's just understanding momentum, right? Understanding that if you look at funnels, it's the whole flow of people coming through, but only a certain amount makes it to the bottom of the funnel, boom. So now after that money's come through, right? Then I go up a tier in the funnel and I look at those people, okay, what can I offer them? If they wouldn't be willing to buy this, what could they buy here? Is it a payment plan?

Okay. Is it rolling to a continuity version of the offer? Is it a completely different offer? Is it a course? Is it, you know, and I start going back up the value or back up the funnel and try to find ways to monetize the people who didn't fall out the bottom. Um,

And this is the key, you guys. This is the big secret. Does that make sense? Okay, so again, step number one, look at your launch as a break-even funnel. Step two, launch within your launch, figuring out where those buyers in heat are and then plugging them into the next tier of the value ladder. Step number three, start rolling people into continuity, into downsell offers, into other offers who didn't fall at the bottom of the funnel. Move up the funnel and roll them into the next program that may make more sense for them.

When that's done, then roll the, when that momentum's done, then roll to the next thing. Again, if you look at our funnel, I just look at the last 60 days. We did the big Selling Online Challenge. We go to sellingonline.com and people register for that and they go through a three day event with me. They end that event like, "Hey, if you like this virtual event, "you should be coming to Funnel Hacking Live." We push people that momentum into Funnel Hacking Live, boom. Funnel Hacking Live happened. Now we're momentum-ing into the next thing. It's just always about momentum.

like success in this business is so much about that. You don't want to lose momentum as you have it happening. Like you just keep dumping into that and adding fuel to that fire because the momentum is such a powerful thing. And when you lose it, it's hard to get back.

So keep yourself in momentum. Keep your customers momentum. Keep those buyers in heat as long as humanly possible because this can help make things so much easier. All right. Now, do 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 a link in the description or go to sellingalign.com slash podcast.

Okay, you guys. So that is the game plan. I hope that was helpful for you guys and understanding how to capitalize on momentum, right? Understanding that you can 2X yourself and 10X your profits by understanding this one thing and that is how to master momentum. Rolling one launch to the next to the next and serving your customers at a higher level. I hope you guys enjoyed this. Thanks so much for listening and I'll see you guys on the next video or on the next podcast episode.