Mastering Funnel Design, Strategy, and Execution
01:14:45 Share

How do custom orders work on Kraken? Imagine I'm a music producer dialing in my newest track. Need more bass? Crank it. Vocals not popping? Double it up. Want a bigger sound? Hit that reverb. That's custom orders on Kraken. Complete control over your crypto trades. Go to Kraken.com and see what crypto can be. Not investment advice. Crypto trading involves risk of loss. Cryptocurrency services are provided to U.S. and U.S. territory customers by Payword Interactive, Inc. View PWI's disclosures on Kraken.com slash legal slash disclosures.

What's up, everybody? This is Russell. I just got off of One Funnel Away, one of our weekly Q&A calls with the group inside the expert track of One Funnel Away, and it was awesome. It's so fun doing the Q&As. We had people coming in from so many different unique businesses. Everyone was different. Real estate investing, vintage cookbooks. We had all sorts of stuff and all different questions, different topics. We had a lot of people coming in from so many different

And anyway, as you guys know, we've been dropping these Q&A calls in the podcast here and you guys have been loving them. And so I'm going to keep it going if you guys are cool with that. But the biggest thing I want to tell you and remind you is like, if you jump on the calls, I can answer your question live. So it's crazy to me. We have, you know, 100,000 members in ClickFunnels. Everyone has access to the One Funnel Away Challenge.

yet on the call, there's only 100 people that show up for the Q&A, which is crazy. But they get private Q&A time with me. So if you want to come get private Q&A time, if you're already a ClickFunnels member, just log in, go to the OFA section and come on to the Friday calls. I do call every Friday. Trey Llewellyn, who's got the biggest e-com funnels inside of ClickFunnels, does one every Tuesday, I believe. And they're insane. They're amazing. And so, yeah, again, if you haven't

been taking advantage of. Come take advantage of them. If you're not a member yet, go to onefunnelway.com for a hundred bucks. You get the One Funnel Way Challenge and you get 90 days of ClickFunnels for free and you get 90 days of this Q&A with me for free. And then as long as you're an active ClickFunnels member, you come hanging out and keep doing it. So anyway, there's my blatant pitch to join the One Funnel Way Challenge. Just go to onefunnelway.com.

Other than that, I hope you guys enjoy this Q&A session and get something out of it for you. What I find is anytime someone asks a question, it's usually if one person asks that question, there's thousands that have the same questions. Hopefully one of your questions gets answered here and I hope you enjoy it. Thanks so much, you guys. And I'll see you inside the next One Funnel Away Q&A.

In the last decade, I went from being a startup entrepreneur to selling over a billion dollars in my own products and services online. This show is going to show you how to start, grow, and scale a business online. My name is Russell Brunson, and welcome to the Marketing Secrets Podcast.

Good morning, good evening, good afternoon, rock stars. So great to be back with you guys. And as always, we have the man himself, Mr. Russell Brunson. How are we doing today, Russell? Amazing. I just got down ice bathing this morning, got fired up, and then showed up here. So I'm ready to rock and roll and hang out with you guys. I'm pumped.

That's a ticket. We've had a big hackathon here at the Canton office. All the developers have been here and it's just been momentum, move and move. It's been an amazing week here at the ClickFunnels world. So, hey gang, what I want to get started with today...

We're going to answer questions. We have Russell for an hour, so we're going to start answering questions and we just want to go with hands raised, right? The people that are here right now, the people that showed up, the people that committed. So if you'd like to ask Russell a question, we're going to let you unmute and do the thing. Just raise your hand. And I know the deal. Every time Zoom updates, they get worse and worse and worse and it gets harder and harder to find where everything is. So if you guys want to raise your hand, go to the bottom of your Zoom control bar, click react.

And then you'll see a little button pop up and it says raise hand. It quite literally says raise hand. Nice. There we go, gang. If you would like to ask Russell a question, please just raise your hand. Think of the raise hands like an old deli counter. You want to get some lunch meat. You're going to roll up to the counter, pull the number out of the red wheel, wait for the guy behind the counter to say your name. Same thing here in the order in which the hands are raised is the order in which we're going to go through on that note. Let's start with Mason. Hop on up, brother. How are we? Good. First of all, Russell, I'm like freaking out right now. I'm shaking. Okay.

um so it's like so nice to meet you um great to meet you man where you from i'm from florida okay very cool so um i don't really have a specific question about my funnel i kind of have like i guess advice that i want to ask from you so uh the past like four years i've been super sick and from being sick i fell in love with cooking

And I wasn't able to eat. So I fell in love with cooking with that, which is a long story. But from that, I wanted to become a chef. So I became a chef at a restaurant. And this summer, my whole plan was like, I'm going to be a chef this summer. I'm just going to work all summer, 30, 40 hours a week. And that was like the original plan. And then what happened was about a month into doing that, I got sick again and I had to quit my job. So now I'm here. My parents started following you and everything.

They were like, this guy, Russell Brunson is awesome. You should check him out. I was like, oh, whatever. And then I finally like watch it. And then I watched all of core secrets in like one night and I built my course, built my funnel, all of that. And like less than a month and now I'm here. So my, I guess my advice is I've had all other options cut off for me. Like the ships were burned for me. I need to make this work. What's your advice for me?

Oh, man. Well, first off, I mean, not congratulations on the health stuff, but congratulations on, like, moving forward despite that. Like, most people, like, it gets them into a funk and they stop doing anything and it, like, seems like it's done the opposite for you, which is awesome. So that's a good question. So you create a course. Like, the next question, like, how do you launch? Like, what's the next step? Yeah, I've launched. So on...

Was it Wednesday, Tuesday or Wednesday? I had about 200 people on my funnel from just organic traffic on Facebook. About 50 of them made it to my order form. None of them purchased, but I thought that was kind of a big deal. And I also got invited to speak at an event in a couple of weeks. So what's this event for people like for people?

For cooking or for what? What's the, what's the, yeah. So my funnel, so my course is, it's called stop scrolling now. And it's a course dedicated to getting kids off their phones and stop scrolling on social media to try to like do that. I actually, it's funny. Cause you were going, I was watching fill your funnel and you mentioned that your kids were on it all the time. And I was like, I'm going to pitch him, but I have no idea how to. That's awesome. Cool. So, so the course position towards kids or towards the parents. That's the thing towards both.

Which is bad. It's kind of towards everybody because everybody's dealing with this. Yeah. Yeah, everyone's dealing with it. The one thing I think about, though, is who are the people that have the credit cards they're willing to buy? I had one of my friends, David Fry, he created a course. It was for students to get good grades so they could get a college scholarship or something.

and then he created a whole thing and it was selling to the college kids like here's how to get you know good grades you can get scholarship all kind of stuff and it bombed for like a year at the point he's really about to give up and then uh he tried just like last minute was like ah i'm gonna see if i can sell to the parents instead it just didn't change the course at all but just shifted the positioning and the sales letter to the parents like hey how to get your kids into college and relaunch that way and it blew up and became a huge a huge business for him uh

Because you think about anytime you create a product, like you got to, you have to find people who are willing and able to buy it. And a lot of times, you know, kids may be willing to buy it, but they're not able to buy it. Whereas the parents are willing and able. So I think I would look at that just from a positioning standpoint, because my guess is you got 200 people that came to the site and nobody bought anything. It could be just the wrong people or their kids coming or there's, you know what I mean? So it's like, you got to make sure we're getting the right people there. The people who have the ability to buy as well.

So I do, I offer part of my course is I had this author. His name is Tom Kirsten. I don't know if you've heard of him, but he wrote about three books on getting like having parents, helping their kids get off social media and have like a healthy life without social media. And I was able to get an interview with him and I'm using that as part of my course. Very cool. So I could specifically just market to parents and,

But I also think I also did, I had like a business owner and saying like how social media is affecting your like business. And like, you're wasting your time on social media when you could be working on this. So like, there's so many people I could go towards. And I guess I don't know who. Yeah. So the, the, the event you're speaking at, who's that targeted towards or who's the, so it was on this Facebook group chat, a Facebook group that they said, like, I love what you're doing. Could you come talk to us? And it's like,

I guess it's just a bunch of adults and they're like going, it's like social problems, like phones, schooling, all that stuff. Gotcha. So a lot of times it's depending on the audience you're speaking to, you know? So for me, like obviously I sell the products I sell, but sometimes I'm speaking to one audience versus another audience. So I position it correctly for them, you know?

And so that's from a, from you speaking at an event or getting on podcasts or things like that, that's what I'd be thinking through is like, okay, who's this audience? Okay. I'm going to customize the message specifically towards them. Um, but then, so that's kind of like if you're getting on events or podcasts or shows, the second thing is like, uh, as you start going out there to get traffic, to come to this funnel, um,

You kind of got to think through that. Okay, where can I get access to traffic, right? Is it Facebook groups? Am I going to be buying ads? Am I going to be going, you know, trying to join ventures with people, a big email list? Like you're trying to figure out those things. Like that's kind of where...

Like that's where you start figuring out the messaging because it's going to be a little bit different everywhere you go. Like even click funnels, like I sell click funnels, but I sell different depending on the market I'm actually going to. Like I'm speaking to network marketers. I sell way different than I'm speaking to B2B salespeople versus if I'm speaking to brand new beginner, you know, like the message, it's the same product, but the messaging is different. You know, so if I'm on a pod, like I did a podcast a little while ago with, it was, it

with the Franklin Covey Institute, right? So my first question was like, who's gonna be on this podcast? And like, oh, these are all big CEOs of big Fortune 500 companies, all sorts of stuff. I'm like, okay, I'm gonna not tell my potato gun story in this situation. I'm gonna talk about how I grew a company, you know, like, so I catered the message to them to like then get them to come and make that bridge. So then they're gonna buy the product. So if you, I would start doing this, I think this first event you're getting on is awesome. It's exciting. I hate like,

Like ahead of time, finding out from the people, like as much as you can figure out about that audience and then think through, okay, what, like, how do I get that audience to care about this thing? I'm going to, I'm going to sell and I'd craft your presentation or your talk or however you're doing it kind of with that in mind. Like, here's, I'm going to bridge that gap. And then for you, like, I think this is really good. It's going to get you like learning how to like teach and to speak on the fly like this. I would go and try to get on a dozen more podcasts in the next,

In the next month, like go to the podcast director and start contacting everybody who's got a parenting podcast, a homeschooling podcast. And what happened is like, as you start doing these, you're going to find out where your message resonates the most, right?

Like it could be like the homeschooling audience is like the audience is like, like this speaks the most to you. Or it could be entrepreneurial parents or it could be, but you're not going to know until you kind of start going out there and putting the message out there. You see where it resonates. And from there, you figure out better and better, like how to get that. So the messaging is correct. So that when people start coming, they buy. If you study Dan Kennedy, his, the core, he has like triangles, like the, he calls it the triangle.

I forget the name of it, but it's like MMM, the message to market match. Like that's the key of all marketing. Like you gotta find them, like the message, the message, the market, uh, the message, the, the, like the thing you're selling, right? Like that, that connection point is what often gets it to work.

And so that's the phase you're in is like trying to figure like who is the actual market for this? What's the message that's going to get these people to convert? And as you start testing this in different places, you'll figure that out. And then it's like, okay, I found out this is the segment of market I'm in. And then you can tweak the copy and the messaging and everything and really double down on that. Does that make sense? Yeah, it does. Yeah, that's very helpful. Last thing, could I show you my funnel just so you could like go through it and maybe like something's wrong with it? Sure. I think we can, right, Dante? Yeah.

Absolutely. We can your co-host Mason, go for it. Gotcha. So, um, this, this is my, my VSL that I'm sending people to. Um, and for my VSL, I did, um, kind of like, I don't know if dramatic is the, I think you're right. But I did like a dramatic kind of video for it. Um, and I, that might be the reason it's not like a, like a, like a sales video. That makes sense.

- Yep. - Do you wanna see that or should I just show you the rest of my funnel? - Let's look at the funnel. So let's just talk right here. So, 'cause the most important part of any funnel is like this first above the fold, the first thing someone's seeing, right? So if I'm seeing like I'm some coming to this page, first thing, here's the truth. Sometimes being on your phone can lead to great things. Out of hundreds day of being on your phone and enjoying, how many of that end up with feelings pointed about how you spent your day?

So this comes back to exactly what we're talking about. Like this isn't calling out anybody. Like I'm not sure who this is for, what it's, you know, like,

So if you know who you're trying to target, it makes it easier. So let's say it's parents. I think initially I would do some version of parents. That's going to be your lowest hanging fruit to get the right people, right? Okay. So the headline would be something like, are you a parent who's frustrated because your kids are spending 24 hours a day scrolling on your phone? Here's the truth. A lot of them are – coming into your – a lot of them are –

Thinking they're getting joy, they're getting these dopamine hits, but at the end of the day, they don't feel good. They're feeling miserable to get into depression and anxiety and all these kind of things. But there is a way to break the patterns. If you want to learn how, let me walk you through how I was able to break the patterns of this habit and how it's completely transformed and changed my life forever. Yeah, that's awesome.

Okay. That kind of messaging. And then parents are like, whoa, yes, that is a problem. It seems like they, they noticed like, yes, that's the problem. I have my kids. Whoa, here's a kid who actually went through that. He broke it. He's going to share this with me. Like, yes, let me like, like, that's the messaging that I would as a parent be connected with. And then I'd want to like, okay, how did this kid, how does this kid do it? Maybe there's something that it can help my kids as well. Cause everyone's like, if you notice everyone's struggling with this, like every parent, every kid, um,

Stephanie Dove Blake, who's in my Atlas Mastermind program, she's creating a program right now for parents trying to help kids with this. I mean, she'd be a great person. You could potentially be on her podcast or something, but she's doing the same thing right now. She's trying to figure out how to help the parents help the kids. And yeah,

Because like every parent is aware of it and struggling with it and thinking about it. It's like you got a good message that's top of mind for so many people. You just got to like find that, like dig a little pain into it so they can feel the pain. And then from there, like your solution of like – and then I'd be telling your story. I don't know your story specifically about this, but I'm sure that you went through this, which is why you're passionate about like telling that story, bringing those things out and how the contrast between –

whatever it was like prior before you were able to break the addiction and like, and what that looks like. And that's, what's going to give people the interest to want to come and actually. Okay. What was her name? Stephanie Dove Blake. She has a podcast called a powerful parent, powerful parenting podcast. Okay. I should be here up and like, I'm a funnel hacker. I was on OFA. Russell told me that. Yeah. I did that for any grace and she got back to me.

Oh, super cool. Okay, so really the rest of the funnel doesn't matter. It's just like the first...

It's the most important part. I mean, we could go through piece by piece by piece, but the first thing you got to get the right message initially. Um, and if you focus on that initially, that's going to be the biggest core piece that'd be focused on a number one and then maybe next week or two weeks, not come back on and we'll look at the next piece of it. Uh, but the first part is just mastering that initial, initial messaging to get. Okay. Gotcha. So I'm going to, I'm going to just change this first message and then from there, just start marketing to whoever the first next section is to. Yep. Okay.

Okay. All right. Thank you so much, Russell. I really appreciate it. Yeah, Mason. Great to meet you, man. You too. Thank you. Glad to have you in our community, in our world. You're going to love it. It's so much fun here. Yeah.

Yes, it is. Great job, Mason. You did beautifully there, man. And hey, gang, do me a favor. Bookmark for me when we're all done with Russell and I'm hanging out with you guys. Bookmark for me Dan Kennedy speaking in Arkansas. Just remember that I have a whole story that I can talk about, you know, a message to market match, right? Of course, I only learned it from following Russell and doing the thing, but that was awesome, guys. What a start. Let's hop over to Kara.

Hello, guys. How are you? Amazing. Oh, my God. I'm so excited. First of all, Dante, I met you when I just started. I just started with all the foil things in November. And I got here. I know you also because of Quique Jurado from Spain. He has been a speaker and he has grown a lot. And I know you because of him. And I have been following you. Oh, my God. It's crazy. I'm so nervous right now. I'm excited and grateful.

So, I'm two days since I started. I've been learning and literally like doing this massive action and I have run a lot and I have learned a lot. And today I'm two days away from like my first actual funnel with an actual digital product. I got an opportunity to work with a really big artist, which is amazing. And I'm literally two, three days away from launching. And yeah,

I think I was literally five minutes before this call. I realized that I think my offer and the promise is not correct with their formula. Everything is in Spanish. So I don't think that it's like the best way to look at the funnel. I would love to, but everything is Spanish. But the lead magnet is a...

like some kind of secret interview that we recorded from the artist where we are sharing like the secrets that all the secrets to be like a great artist and and the ads are for that part for the lead magnet all the advertising

And then all the parts of the phone is good and the promise and the story, everything is great then. But I think from the lead magnet, then I have a BSL in the next page and the secrets are going to be sent to their email. And I think that I have some kind of problem there that I think there's some kind of something wrong. I'm from Mexico, by the way. Okay, I just connect. So they're opting in for a lead magnet and then the thank you page, you have a BSL selling them something.

So you're saying there's a gap? What's the gap between there's just like, what they're asking to what video is completely different? Or what's the gap? Yes, because I'm giving the promises that I will give you the interview. And the next video that they're looking at is the BSL, not the interview. It says like the interviews in your mail. So I think it's clear. But the next thing that they're saying is just like, at the BSL. And I don't know if that makes sense. Or people will like probably leave or I don't know if that's like a mistake.

Gotcha. So on the page you tell them it's in the thing, do you mention the video at all in the VSL? I did mention like a Unlock a Secret video.

Okay. Yeah. Cause I mean, basically just positioning. So like what I would say is, is like on the VSL, maybe it's just adding a little bumper at the beginning where you're like, Hey, thank you so much. Um, for, you know, asking him for the interview. Um, I'm going to send an email. It should be in like, I don't know how long your VSL is, but if you have VSLs like 20 minutes, like I would tell him like, uh, it should be in your email box in about 20 minutes from now. So don't rush right now, but it's gonna be in 20 minutes from now. It's going to be there. But before you do, um, uh,

Why have your attention? I want to talk about something really cool. And then you can roll right into the VSL.

But that way, that way they don't feel like it's a bait and switch, you know, but like, Oh, show me this by getting this. Um, it's more so like, Hey, we have this. It's amazing. It's going to be sent to your email. You can even show some clips of it. Like here's the interview. Like here's my favorite thing to talk about. It's gonna be amazing. You're going to love it. But, uh, again, that'll be in your box in 20 minutes right now. I'll talk about something that's very time sensitive. Um, and so if you give me, give me your attention for the next 15 minutes or so, I'm going to walk you through blah, blah, blah, whatever the, and then go right into the BSL from there. Does that make sense?

Yeah, that actually makes a lot of sense. And okay, yeah, yeah, yeah, yeah. Yeah, because if I mention like the amount of time that it will be taking for them, it will perfectly work. And can I just ask another really quick question? Sure. Okay.

So I'm working as some kind of growth partner. So I'm doing like the representation of artists. So the next step after this funnel is launched with this artist, I'm trying to find like new people and start doing like some kind of affiliation. I would like to know like what would you think that would be like a good next step and next focus now like after the funnel is launched and I'm like just fixing details. Mm-hmm.

Right now with this first artist, is it a partnership with them or how does it work right now with them? Yes, but it's like a whole representation. Like we are literally, he just is doing his thing. The slogan is like we do the...

The Spanish is exponenciamos. So we do exponentially the expertise of the artist. So the artist has to be just focused and we just report everything and do the strategy and invest on it and do like the whole, everything. He just has to create. Yeah. The question is how do you start finding more people like him afterwards?

Yes. Yes. It's July 1st, like look for more artists or focus on the affiliates of the artists because he has a really big community. He has like one million people on his community. Gotcha. I mean, I think the biggest opportunities for you to like make that like a really big thing, right? It's like focusing on that artist, having success, growing it. It's like if you do that and you really like focus on figuring out the best ways to monetize it and to grow it and like,

um like people will line up coming to you afterwards like what like they're asking like what's happening how are you doing all this like they won't know and they'll see it happening and they'll start coming to you so i wouldn't worry too much about finding the next person as much as like how you turn this person into a million a 10 million dollar success right just focusing on that and then when you do that like i said everybody else will start coming because they're going to see what's happening i've seen them in the states in the states there's a artist right now connor

uh, Connor price. Who's got, who just kind of blew up, uh, like two years ago socially. And, um, and ever since then, like every other artist is like freaking out and coming to them, trying to, they try to hire him and his team and all sorts of stuff because he, he showed, you know, he figured out a way and it blew up independently by himself. And, um, I think that he, that, yeah, same thing will happen. I would not worry too much about that. I think it'll be easy to find the next people. It's just really focusing. And like they take that opportunity and like,

And like learning all different ways to maximize that and to monetize it and just get better and better and better at that, at that opportunity. And then if, and when you want to roll out more, you could, but my guess is there's probably enough money just in the one as well that you can, that could be your, you know, your core business for a long time. So.

Okay, so I should focus on winning the Tacoma Club with this artist and then focusing on you. Oh, yeah. That's what I was going to say. Yes, thank you so much. And Dante, you really, really, really, when I started doing these phone calls at the beginning, you really had a lot of energy and it helped me a lot. And you've been amazing. And you have an amazing team, Russell. Thank you so much for everything. Oh, thank you. I appreciate that so much.

What's up, everybody? This is Russell Brunson. I've got something really cool for you today from my friend Taylor Wells. Taylor spoke at our last Funnel Hacking Live because I wanted him to share a really cool concept about what he calls the revolving pricing method. And today he decided to sponsor the podcast to give you guys more access to this super cool strategy that you are going to love. It's something we've been implementing into our high-end coaching program as well, and it is amazing. But to kind of give you some context about

about this offer he's making for you guys. As you may or may not know, a few years ago, JPMorgan Chase did a study, and guess what they found? They found that the average small business only has about 28 days of operating expenses in reserve. That's right, less than a month of cash on hands. Now, if you're like me, the idea of your business being one bad month away from disaster is enough to make your stomach drop, am I right? Especially with how the economy's been lately. It's not the time to be gambling with your finances.

so taylor put together this book called the revolving pricing method and it's awesome it helps you turn every client you close into a long-term profit machine we're not talking about one-time paydays talking about creating sustainable and real predictable income for the long haul now here's where it gets even better taylor put together an awesome exclusive deal just for you guys my marketing secrets listeners and if you go over to wealthyconsultants.com secrets you can grab the revolving price method book and over 150 with the bonuses and get this all it's at 70 off and i promise you guys as a customer of this

you are going to love it. So if you're serious about growing your business with real stability, this is the model you need to add into your funnels. So go over to wealthyconsultant.com slash secrets, grab your 70% off deal, and let's start turning your clients into long-term revenue. Again, that's wealthyconsultant.com slash secrets. Do not miss out.

Hey, this is Russell Brunson. And I want to jump in really quick to share with you a new assessment I found out that is insanely cool. You guys know I'm obsessed with personality profiles and assessments, but this one is different because not only does it help you understand yourself, but more importantly, especially for us who are entrepreneurs, it helps us understand our employees, our teams, and get people sitting on the right seats in the bus so they can get more stuff done.

I just had a chance to interview Patrick Lanchoni talking specifically about this new assessment they created called Working Genius. And the Working Genius is awesome. Like this test, I had actually blocked out an hour to take it because I was so excited for the new assessment. And it only took me like 10 minutes or less to get it done. Yet, even though it takes only 10 minutes, like you can actually apply this immediately. I took it for myself. I had my team take it.

And what's cool about it is from there, we figured out exactly what people's working geniuses are. And that's important because if you're building a team or a company, you got to figure out, make sure that you have first off the right people, but make sure the right people are sitting in the right seats on the bus. And this is what this assessment will teach you how to do. Now, normally this assessment, you can go to workinggenius.com and there's two G's in the middle, workinggenius.com, but I got you a 20% discount on

on the assessment, which is only $25. So don't stress. It's not an expensive test at all, but you get a 20% discount off when you put in the keyword secrets at checkout. So go to workinggenius.com. Again, two Gs, working genius, two Gs in the middle, workinggenius.com, and then use promo code secrets, S-E-C-R-E-T-S at checkout. Get 25% off. But then go take the test. Again, it takes you 10 minutes.

But even in a 10-minute session, you will get something that is so insanely valuable to help you understand yourself, to make sure you're working in a spot that's going to give you the most joy, number one. But then number two, it's going to make sure that you are with your teams getting them in the right seats as well. So anyway, I love this assessment. Go check it out at workinggenius.com and enter the promo code SECRETS for 20% discount. Take this test for yourself and for your team, and I promise you it will change the working dynamics amongst everybody and help your company to grow.

Great job, Kiara. Thank you for the kind words as well. Let's keep this moving and grooving, gang. Funnel Fridays with Russell. It's been a mystery for years. Krista is next. Hey, Krista.

Hey, Dante. Hey, Russell. Can I just say, Dante, we're kind of matching today, right? Yeah, cool. What's up? So my question today is, so my business is sustainable swimwear. We make swimwear out of recycled ocean waste, ocean netting, plastics like that. And one of my biggest things is I do like lead generation through community beach cleanup events.

And so this is going to be my third year doing it. And one of the problems that I'm having is I set up my funnel, but we have a limited availability for the cleanups. But as I'm using it for the Legion for my products as well, how do I one, do the funnel to where it's limited spots, but then continue to sell the products to them or at least offer the products to them?

So they understand. So there's the beach cleanup stuff. That's when they're paying to come be part of? No, it's a free beach cleanup for the community. A lot of big businesses attend like Cove.

Coke, Coca-Cola, a lot of local police departments and stuff. So they all join, but it's like a lead gen type thing. So a lot of people, whenever they come to it, it's like a brand awareness type thing. And then they're like, oh, we're cleaning up the beach, but then you're also making your swimwear out of ocean pollution. And so it kind of marries the two.

And so I guess with the limited availability of the personnel at the cleanups, how do I during the registration funnel still offer my products with, I guess, the limited availability? Because I guess I could show you my funnel right now for the registration funnel.

I'm trying to understand. So some people can register to come to the cleanup, but you're trying to sell the stuff to everybody. Right. So you like stream the cleanups. We can watch it from comfort of their home if they're not there or whatever.

Yeah. So, I mean, we do like Instagram lives and stuff like that. So we share, you know, on social media a lot. But, you know, that's free too. But a lot of it is we have the lead squeeze with the registration. And then after that is like, hey, buy the t-shirts. You know, we have Beach Crew t-shirts made from, you know, organic bamboo cotton. That's awesome.

that supports the cleanups. And then after that on the thank you page, I have the products on the bottom that says customers also love these products, you know, and then it has some more products. So that way we get the registrations, but then we also get them to buy the t-shirts and look at our other products. Yeah. So still answer the question. The question is like,

people registering, you're selling stuff, but like how do you just sell stuff separately from registration? Or he says there's limited amount of people can register, right? Is that the understanding? Right. Yeah. So only a hundred people can attend because of the location that we're at, but all of my campaigns, like my email campaigns, social media campaigns, all of that is pushing them towards that registration funnel. So in a lot of people, I mean, hundreds of people go to the registration funnel,

every year and so i want to make sure that they know that it's capped but also be able to offer offer them the product if they're already in the funnel if that makes sense is there a way you can do something where it's like i'm seeing like mr b styles because my kids watch them too much but like where it's like they're registering for a chance to win a thing to come to it or a chance to do a bat or something so that way you get 100 registrants you don't have to close it down it's like how do you get 10 000 registrants or 100 000 registrants right like

It's like almost like there's like VIP VIP gets come be on the beach. And then secondary is like, we're gonna be streaming in a private zoom. What's going to be happening in third. And then like, you have a chance to win at something where you can come with us and be part of the VIP or something like that. We're out. It can cast a bigger net where they're not necessarily registering just for the thing where you're kept a hundred, but they're registering for the chance for an experiential thing that happens there or something. You know what I mean? Yeah, I understand. I guess, I guess like functionality wise, I don't know how I would do that within a funnel.

Could you make, because you guys don't sell right now the 100 spots, right? Could you sell the 100 spots, people coming in? I mean, we don't sell the 100 spots because it's like a volunteer type thing, you know, since we're cleaning up a beach. I don't know if there's anyone who would want to pay to like clean up, clean up trash, you know? Yeah. You'd be surprised what people will pay for.

Yeah, it's very true. We have a guy in our community who sells Bigfoot hunting trips and he kills it with it. So that's awesome. But have you guys just got an idea? You're like, I'm launching a Bigfoot hunting trip funnel. Right. Anyway. Yeah. I mean, I mean, how many people register for one of these events typically? So we've had years that it's been like 300 people in the city has capped us this year because that year it was just chaotic. Yeah. Yeah.

Gotcha. So, I mean, you could do a countdown. The first 100 people get to come in person, and then after that, blah, blah, blah, and then we're going to pick somebody who gets to come in and be part of the experience. You know, something like that. So that way you can – I mean, I don't know exactly how to do it technically. I know Jamie Smith has a bunch of – I don't know if you know Jamie Smith that runs CF Pro Tools.

But there are a bunch of hacks he built for ClickFunnels to do stuff. So I know like with physical products, he has a little plug and you can plug in. He's like, I only have 20 t-shirts. You can do it. It'll count down to 20. They'll stop selling them. Um, and I'm sure there's some hack that Jamie has in his, in his, his toolbox of hacks that you can use. They would be able to do functionally what you're trying to look for. Um,

So if you go to CF pro tools.com, that's where I look to see if he's got something specifically, but I just think you make it work. It's like, all right, we got a hundred spots. First time people register, you get, you get part of it. Um, plus you get, I don't know, 10% discount on cool t-shirts, the next percent of people, you know, but something that works is it's like they can still register cause they're getting part of the experience. They get to feel the awesomeness. They just don't get to be there. Um, and you just kind of, you just kind of state that. And then on the page, I, you have like,

you know, a hundred spots. We have 30 left of a hundred. We have 17 left of a hundred, 10 left of a hundred. Like spots are sold out, but now you have a chance to win, to be able to come and be part of the thing. We got three, we're doing a drawing next week for three people to come and be part of the actual experience. Keep registering, invite your friends. I'd even add, I don't know if you know, up viral, uh,

A viral is like a little viral script that you can put on the thank you page where it's like they enter chances to win. So it's like, hey, there's only three spots left. If you invite your friends, you can enter a chance to win. And if your friend wins, you get to come as well. That's kind of the concept. But then like they start virally growing and they start sharing it. They get a link where they can share the event as well.

And I bet you could get from 300 people registering, probably you'd get, you know, a couple thousand registering by having some of these little gamification things in place to get people to want to share with their friends and bring more people in and all that kind of stuff. Does that make sense? Yeah, that does make sense. I guess just if there are the thousands of people that are registering with a viral thing, I'll just have to, I guess, tweak my funnel to where it's only the first 100 and then offer, what do you say, the live video thing?

For the next. Yeah. Like a live stream or something. And then, and then, yeah, they have something where it's like, the reason why they would share with a viral is because they have a chance to win, be part of it. Or maybe it's again, I don't know if you have celebrities coming or local celebrities or something like three people are going to come and have dinner the night before with blah, blah, blah, whoever. It actually started because I was a big content creator in the area. That's why like a lot of people were coming at first. I didn't do any lead gen, no marketing at all. That's why I got started. And then, so that was kind of like that, that,

I guess upsell was like, Hey, I'm going to be there. And when I was there, everyone was like, I want to take a picture with you, you know? So I don't know if that's something I could offer now that I'm like a little older. I don't know. It's been like, for sure. I mean, that could be your, that could be your upsells. Just like different, like, Hey, get a free first try to get a free ticket. If you want the VIP package, it's a hundred bucks. You want that? And it comes with a shirt. If you want the double VIP pictures with me, I don't know. I mean, it still blows my mind. Like we sell our 25,000, our coaching program and the bonus, they get pictures with me and we get, um,

800 people line up for a picture with me afterwards at Fun Locking Live. It blows my mind every time. I'm like, why would you want a picture with me? That's so weird. Yeah, that's how I felt at first. I was like, hey, let's take a picture. I don't know. I thought it was like normal. But okay, yeah, I can definitely think about those things. I appreciate it, Russell. No worries. Congratulations on the event. That sounds awesome. Thank you.

Super cool. Edgar. Yeah, he's ready to roll. I love the fact that like in our community, like how different and diverse all the businesses are. Like you just saw it today in the first three question answers. Anyway, I love it. Like when I got started in this business, everyone was doing the same kind of business. It was just kind of boring. And now it's like here you see so many people and so many things. And I love it. So thank you guys for being awesome.

Awesome. Awesome. Thank you so much for having me. So we are a real estate coaching company. And I was wondering if you could review our funnel. We're going live next week. And so we're making changes, adjustments, and we're really excited. And I saw how you reviewed everybody else's funnels. And I was like, I need to bring this up. Yeah. So would you like me to share my screen or I can give you the website? Yeah, let's pull up the screen. That'd be awesome.

I just made you a co-host. You should be good to go, Edgar. Thank you. All right. So here is our website. Everything's through ClickFunnels. We're using the linchpin method, which...

Let's see. I believe everything should be live. So if we go to get our free gift, you get to go to our upcoming program, but still like on a countdown. So you won't be able to go further. You would get like an email with another countdown. Again, we're a real estate coaching company. We coach agents to be successful, right?

especially in these challenging times and all the laws changing. I don't know if you guys have heard. Yeah, it's been – I got a lot of friends in that market. It's been a little more brutal lately for them. Oh, yeah. Absolutely. Okay, scroll to the very, very top. So the very top is where you're driving traffic to or is this – Yes. Okay, so my question for you, I look at this. I don't understand the big promises. Like what's the big unique – like your unique selling proposition? Like why –

would I come like why would I give you guys money versus somebody else like the big like what I see here is the proposition is that I'm going to get real momentum like momentum not something like that's what they need but what do they want like what's the what's the tangible sexy thing where they're like I must click on this button and give you all my money like what's the what is it like what's your guys unique selling proposition gotcha gotcha I'm asking a question what is it what do you guys do different oh you're asking me yeah yeah

Yeah. Yeah. So we definitely train agents to be listing agents. So that's something that nobody else does. And me, myself, I'm a product of my coach, uh, who is also my boss now. Um, so we train agents to be listing agents and that's something nobody else can do or nobody else wants to do. Cause that's the hardest thing you can, anybody can go show a house, be a buyer's agent and do all these little things, but to go out and be a listing agent, go out and get market share, uh,

And that's where the power is. That's where the money's at. That's what we train agents to do. And it's very difficult. And most agents fail. I think the average is about 90% of agents fail within the first year or two. So that's our value proposition. And also we come from a place of integrity. Why is it difficult? It's difficult for them to do it or difficult?

Difficult to achieve. A lot of people just get stuck. They see how hard it is. Just so many objection handlers that didn't need to be memorized. Because let's say someone wants to sell their house. They're going to hit you with, oh, why would I work with you? And then that just that little thing is too much. Oh, I have a friend who has a license. Why would I use you?

You know, oh, someone's willing to do it for a half percent off, right? So why would I give you 3%? So there's lots of different reasons where people just get stuck and can't move forward. And that's where we come in and help you overcome those obstacles. Okay, so for me, if this was my business, I would look at this. I would be like, okay, that's, like, again, this above the fold doesn't tell me any of that. This just seems like...

It's just kind of techno babble. Help agents create consistency and give you everything you need to build a sustainable career in real estate. Like we got to do is make this sexy. So it's like, I would lead with like, did you know that 90% or your 93.2% of all people in real estate fail within the first 12 months? The reason is because they are focusing on buyers was actually the wrong thing to focus on if you're just getting started. We're going to show you guys the backwards, the backwards way that we were able to

insert your claim how i was able to um you know uh sell 22 houses last year without talking to a single buyer um from the comfort of my own home blah blah blah blah right now it's like whoa okay i know i know it's bloodbath out there i know i'm struggling he called it out 95 is struggling um talking to everyone's telling me talk to buyers they're telling me not to talk to buyers like what is that like it's it's like the weird backwards thing right like when we

We launched ClickFunnels. My headline was the weird niche funnel or my weird niche funnel that's making me... So like...

I'm using that concept, this weird thing that's different, that's unique to create intrigue and excitement. And that's what gets someone to register and to show up, right? So for you guys, it's like you're taking the common, which is every single person is teaching you how to go out there and find buyers and blah, blah, blah, blah. Like we're telling you to literally do the opposite of that. So it's my weird backwards thing that's the opposite of what everyone else is telling you that gave us the ability to fill in the blank, right? So what would be your claim? Like what's the thing that you –

Like how, like when you, you said that you did this and you learned it from your boss, like how many, how did it work for you? Walk me down that real quick. Like how many did you sell or what'd that look like? Yeah. Yeah. Yeah. So I went from selling around maybe two, two to 3 million to around 7 million. And that took about a year. Yeah. So that took about a year. It was just a, a mental thing. Like I just had so many mental blockages where I was like, I can't, I'm not that, I'm not that guy.

I can't do this. I can't talk to, I can't go up to a stranger and just talk to this guy, you know, it was just a mental game, but he helped me overcome that. It was nothing about, you know, the actual work, the work you do, the work and it'll get done, but it was a mental thing.

That'd be the claim that's like, "How I sold $7 million worth of real estate without working with a buyer." Something like that, right? It's the interesting thing. That's what good copy is. It gets you intrigued and like, "Wait, what's he talking about? This is different than anything else. I got to understand that." The one mental hack that took me from 2 million to 7 million in just under a year. So good.

The one mental hack. That was really good. That was really good. Well, no, write down Russell's, not mine. You go back to the replay. But that's what I would say. And then that messaging, you just flow throughout the rest of the funnel. Because I don't think we need to go through everything. It's like the first one. It's like the messaging is the key thing. You get the messaging right, everything else will flow. You get the messaging wrong, it's just like hitting a brick wall. No one's going to get past that, right? Gotcha. Yeah.

Edgar, have you said this funnel's live? You have ads running to this funnel? No, that was literally my next question. No, no. So our traffic is going to go towards these. So let's see. Again, it's not live. I'm trying to see if I can access the funnels themselves. Maybe if I can edit. No. Oh, if you can edit. Yeah, just click the name of the funnel itself. There you go. There we go.

Yes, so that's that. They've opted in. Preview. So this is where we're going to start spending ad money on. And that was my next question, how much it would be a good budget for ad spend. So first off, same thing I told you before on this landing page, right? It's too generic. Complete multi-million dollar producer in 200 minutes. Zero to master with expired listings. Yeah.

Anyway, it's making this sexy again, right? Like how I was able to flip 30 jobs last year using an unknown – since you tell them it's expired listings, then they're like, oh, it's expired listings. I know what that is. Like I usually in a registration page, I try to build curiosity. So usually I tell them what it's not, not what it is, right? It's like –

This weird loophole I figured out that helped us to, and like saying multimillion dollars seems so generic, no one's going to believe it, right? It's coming down saying we sold 32 houses or we made 1.65 million. Like the more specific, the better.

So the loophole we found that helped us to sell an extra 32 houses last year. And then I almost hit on the red page back. And it's not what you think it is. It's not this. It's not that. I'd say a bunch of things that it's not. Now there's intrigue. What is this? I have to understand. That's number one. Number two question was budget. So what I look at, what's the price point of thing you're selling on that webinar? Is that a webinar? I think. Yeah.

Yeah, so it's a membership course. Our starting price is $97 and that's for the first month. And then after they're done with that, they ascend to the next level and that'll be $297. Of course, they can pay for a whole year and that'll be a lot more. What are you selling on the actual webinar though? Are you selling a year version on the webinar? Yeah.

The webinar? No, no, no. So I'm sorry. Am I selling the webinar? That's a webinar opt-in, right, as we see the name, Edgar. But they're going to register for that presentation to learn that secret thing. And you're going to sell them in that presentation, correct? Exactly. So the webinar itself is free. What's the price point? Yeah, so $97 course and then the $297 course. Okay, so if you have someone on a 90-minute webinar, you should not be selling a $97 course. Mm-hmm.

It should be – yeah, like I see Thank You Page. Obviously, you're doing linchpin. So Thank You Page, you can put people into a trial for a $97 a month course. But if you get some of our webinars, I mean the lowest you sell on the webinar is $500. I'd say at least $1,000 to $2,000, especially in this market, is what you should be selling on the actual webinar. Like doing a perfect webinar like the way we teach it. And so if that's the case, that's –

That's what I look at. Yeah. Like I would, I mean, I would default probably test on a thousand dollar course, which could be, it could be just a year access. And that's what ClickFunnels was right. We launched it as you get a year of ClickFunnels for a thousand bucks, plus this course, plus the, you know, we create an offer. But that's what, yeah. Is that what this is right here? Yes. And right now you're selling this for, for what? $97 a month? Mm-hmm.

Yeah. So, yeah. So again, I said, I was a month what I would offer on the register on the thank you page. And then when I'm selling on the webinar is going to be a year version of it. So, so a thousand bucks, they get, they get a year's version, a year's worth, right? Because it's making the webinar numbers, numbers work. You got to have, you got to be selling mid ticket.

So that comes back to that. You know, okay. At the end of this webinar, I'm selling a thousand dollar offer. What I normally do when we launch a webinar, we spend a thousand dollars to the webinar and I see if I can sell at least one. If I can sell one, boom, we broke even. This is awesome. We don't sell one webinar sucks. I got to fix the webinar, rewrite the webinar, spend a thousand dollars,

see if i make one self i do brookie and make two cells all right now now it's game on right and then you start scaling and rolling it up but um ideally eventually it's a spot where you're spending 100 grand uh 100 grand a month and a million dollars a month on it right but it's just initially it's testing like like how if i make one cell in the webinar how much i make i make a thousand bucks cool let's invest a thousand dollars see if i can make a thousand dollars back and then and then that's the first week and the second week and keep keep going uh so on and so forth from there

Got it. Got it. Wonderful. Wonderful. Yeah, we have a couple of these. If you haven't read Expert Secrets yet, read that. That's the guidebook that teaches you exactly how to do that, how to grow it, how to scale it. The webinar presentation, slide by slide by slide by slide. I'll get on it. That's the book that'll help you master how to make the webinar work.

Wonderful. And as for the ad spend, what would you suggest would be the, like a budget, a good budget to spend on a weekly, monthly basis? Like I said, so you run the webinar. If you sell a thousand dollar product in a webinar, you spend a thousand dollars in ads. Okay. And try to break even. Okay. And if money is no object, what would you say? Same thing. I do not, I do not,

just dumping $25,000 a webinar. I hope it converts. Like I go slow. You test everything slow and you grow, you scale it in the extra secret book. Talk about the goal is not to do webinar once. It's your webinar every single week until you perfected it. Right. And you get better and you tweak it and you tweak it and you tweak it. So initially you put a thousand dollars in and see if you break even. If you don't, if you don't break even the webinar sucks, go back and rewrite the webinar and spend thousand dollars and keep doing that to like, okay, it's working now. Now we start scaling. Now we go to 2000 and then to 5,000 and 10,000. But yeah,

I've seen so many people lose their shirts. Like I created a webinar, Russell. I spent 30 grand in ads. Nobody bought. Like, why would you do that? I don't do that at this point. I don't have a budget, but I'm still going to test something in small scale. It is a little bigger, a little bigger, a little bigger. And then we start scaling it. And so that's, that's just the game plan. Wonderful. Wonderful. I really appreciate your insights. I'm going to get on this now. Awesome. Thank you so much. Expert secrets. Go read it. Will do. Will do. So good.

Ready to launch a career and future you can be proud of? Welcome to Merrill, where an industry-leading advisor training program will help you get licensed. And with lead gen support from Bank of America's vast customer base, you'll get the referrals you need to establish your own practice. It's time to see your career charge forward with Merrill. Apply now at careers.bankofamerica.com. Copyright 2024, Bank of America Corporation.

This episode is brought to you by Maersk. The supply chain is the backbone of any business, but with the growing complexity of logistics, it's getting harder to stay on top of everything that's happening. That's why Maersk created Logistics Insights, a hub full of articles, videos, and eBooks to help you keep your business running smoothly. And there's even a podcast called Beyond the Box. Head to Logistics Insights to discover all the free resources and listen to Beyond the Box.

Get it all at maersk.com slash insights. Let's hop over to Beth. How are we doing today, Beth? I think we both clicked the unmute button at the same time. I think we did. I'm fabulous. That's always my answer. How are you doing? Living the dream. I can't believe he's live.

My question, Russell, is I, I do, I have a digital marketing person. I've been doing that for about 20 years, but my biggest customer right now is a laundry delivery company. I've been working with them for a little over five years. All of their everything comes from Google ads. They don't do anything outside of Google ads. And I really want to build a funnel for them, but I,

I don't know what kind of funnel to do for them. They don't have a value ladder. They don't have, and the other thing, when they first got into this as a laundry delivery company, they pick up your laundry, take it, wash it, bring it back, freshly pulled it is the name of the company.

And when they first started, there wasn't any competition. They're in San Diego. They're the biggest laundry delivery company in San Diego. But now there's all these other guys coming in and there's a bunch of national chains and there's a lot of competition. So the ads, ads costs keep increasing and it's just insane now. So I really want to move them away from that and do something different. If this was your company, what kind of funnel would you do and what kind of value ladder would you build?

Cool. Some companies it's harder to do a value ladder if their company's not, you know what I mean? So I understand that may be harder. So the biggest thing is like when ad costs go up, you got to make a better offer or a better creative or things like that. You know what I mean? So my question is like, what's the offer you guys run right now?

They have a one-time pickup whenever you want it, or they have a weekly, you know, you pay, you get your laundry picked up every single week. And so you get a little bit of a lower rate per pound if you have a weekly pickup.

And then a lot of times they'll have me run like a $50 off of your first order or $25 off your first order, whatever it is. They'll always do a first order deal on the Google ad. So I know that's something I could put into a value ladder. But beyond that, I mean... Would they use something even like an offer like...

Hey, get three shirts clean for free. Like, can I think about this? Like the first time I hired someone to come and take and fold my clothes was a one-time thing. And it was the greatest thing I ever did. And now it's been, it's pre-ClickFunnels. So man, 12, 14 years now, we've been doing delivery with the same company for,

12 to 14 years because they did my things once and I was like, this is so much nicer than me ironing my shirts. Like, is there a way you can even do something like that? Where it's just like, hey, we're going to do three shirts or three shirts or a dress for whatever that is, right? And just have an offer like that to get them in the door. Absolutely. Because like, that's what I would try is an offer that the big chains probably can't or they're not willing to do.

That'd be the first thing. And then, yeah, like you could run it because they're doing, you said paid ads or organic ads right now? Paid. It's all paid ads. We're spending like $2,000 a month to get 10 new customers and that's worth about 400. I don't know how, I don't know why they're, I mean, it's just insane how much money they're spending in ads. And I really think we could do something completely different.

Yeah, what have you even read like a Facebook like local Facebook and just like all the different different things I mean, I would probably just try to make a pit But the kind of funnel I try to make is just one I would almost look like what Groupon like a style page like what Groupon Libby I don't those companies still around living social like those deal-of-the-day sites But I have something like that where it looks kind of similar people are used to that cut that concept but it had making a really really good offer and

And then just running Facebook, Instagram, like all the ads locally, you know, geo-targeted around there. And just make a really sexy first time. I would make sure you position as a first time only offer because you don't want your existing customers seeing it and then trying to get free stuff done, you know? But I think something like that's how I would structure. Cause like, cause you're right. It's gonna be harder to get a value ladder. They're looking to, you know,

that company's like they're looking for repeat service like that's how that one works is repeat service you know um i mean unless i don't know i've never seen enough so no never ever told me i'm like coming in cleaning all my sheets and everything else my house but i would probably pay for that if somebody had offered me that they will do that and they do they i mean we'll run a we'll run an ad like sometimes we've run ads where we're you

you know, are you not ready to take us for a spin yet? Just have us do your sheets and your towels. Cause some people don't, they don't feel comfortable sending like their underwear and you know, whatever. And so I'm serious. It's, it's a real thing. And so they'll, we'll, we'll say, Hey, just send your towels and your sheets and stuff and see if you like it. And then maybe you'll be more comfortable sending other stuff. Yeah. One that I did for you that might help

So whenever I worked, I used to work a lot of local businesses back in the day and, um, I had a magic trick that everyone thought I was a genius and I would just, um,

they're like, what can I add a funnel shot around? Like before we have ads or funnels, I want you to give me your dead files. And like, what's a dead file? Like how many of the customers have come in in the past, but no longer give you money anymore. And like, oh yeah, we have dead. And so every company has that. I guarantee that company probably has a thousand people that in the past have used their services and are not currently using them. And so I do, I just go get that entire list. I build an email list. I start sending out offers to the email list. And usually you'll make 10 X on that versus any ad campaign. Um,

And it doesn't cost you any money. It's just free stuff. So every time I go, I get it with my buddy who owned a gym

He like, he like wanted me to build him a funnel and drive traffic. And I just grabbed his dead files and we filled up his gym in three weeks. Just make a couple offers to his dead files. People have been there in the past and then he's like, all right, I don't need any ads. Yeah. We filled the whole gym up off dead files. So I bet you there's a lot of low hanging fruit and opportunity just that in the list. They're probably not monetizing or using or sending out offers too. So just another thought.

I know they've got a guy that's doing email marketing, but he's going off. Like we have people that come in through the funnel and are in through their ads and they will sign up for service. And then there's some people that come in and put their email and all this stuff, but they don't actually order us to come pick anything up. And he emails those people. But I don't know that we've gone backward to people they used to service and see if we're servicing them now. And that's a good idea. That's what I've never had experience once.

Yeah. Yeah. Beth stick with it. Uh, uh,

when Russell has to go and you guys help me bookmark the pizza guy story. We're going to hit the list. Absolutely. Yeah, I know what you're talking about. Yeah, because I learned it from you, Russell. Are you kidding me? Of course you know. If I didn't know Russell, I wouldn't know anything. Hey, gang, we're getting really close to 1 o'clock here, and Russell's going to have to go soon. So I want to go to Nadia and then Dodd. And then, of course, I'm going to stick around after and be here to talk to you guys about all this stuff. But Nadia, let's get after it.

Hi. Can you hear me, by the way? I just want to make sure. Okay. So, hi, Russell. I have a question with regards to a course I'm making. So this course I thought of making because, for instance, so I have so many things running through my head every day. I can't possibly remember to like drink water, take meds or like sleep at a certain time.

track my expenses, whatnot, right? So I created the spreadsheet. It's a pretty cool spreadsheet. I want to turn it into more of a program. I kind of have it like halfway there, but I also want to connect it to an actual website

like notification light that a person could have on their desk or on their wall. You can buy this on Amazon for $30. You know, you can program it. You can have text on it. Like you'd have a huge sign on your wall that says, do this, do that. So you can purchase it, but it's like, of course it's somebody else's brand. It's somebody else's product, but it would be attached to my course. It'd be a course that I would be making to,

So it'd be a course on, you know, the basics of, you know, like here, you have to do this and this and that reminders, you know, like, this is what you have to do to stay healthy, exercise, you know, do these basics. And then the upsell would be financial literacy or whatnot, like basics, basic stuff that people actually need. Like, I swear people need this and because I needed it. So yeah.

So anyways, my question is around the notification light. So should I direct people as part of my course to purchase the light and program it themselves? Or I can create one myself by using like...

It's easy enough, like it's the same cost for me to create one with an LED display and using like either Raspberry Pi or like Arduino or whatnot to program those and actually send it to the client and actually make notifications that way.

Should I make my own product? It'd be physical product along with the course, or should I just direct people, do the easiest thing, direct people to buy this other branded thing? This brand is typically for people who have dementia. I don't know, but it works. It's something that people can use. Dementia secrets.

Right. So I, so I get, here's my advice that I would do. So, um, in the short term, I would definitely, I would advise like sending him somewhere else.

to test the offer first before you spend the time and the energy and the money to go and custom label. So for example, before ClickFunnels, I had a supplement company called Nersel. And we spent all the money and we built the thing and the funnel was running, but we had no upsells or anything. And so I was like, we should make a skin cream that goes with this. And so we hired a chemist and he made this whole formula for the skin cream and we're going to make it. But it was like they wanted...

like 80 grand to run the first batch of skin cream. I'm like, ah, what if nobody actually buys this thing? So what I did, went to Amazon and I found a very similar skin cream to what it was. And I bought a hundred bottles for like,

a thousand dollars that got shipped to my house. And then, um, and then, uh, on the sales page, we had a picture of a bottle, but it had, it had our label on the, like you just, we just Photoshopped our label on it. Um, we had their ingredients on it and we tested it and we started selling it, started selling it. And the first it didn't sell. And so we kept tweaking, eventually started converting really well. And we started selling through the inventory really fast. And I was like, okay, this is a winner. And then I called the lab, here's 80 grand, go make our custom one. And by the time we'd sold out of the, the, um,

whatever the, the, the thousand or so that we had bought of the generic one. Then I had my own product, my product line, but I didn't, I didn't gamble my money until I knew it was going to sell and I knew people were going to buy it. So do you think that I should, rather than sending them to Amazon to purchase it, I send it to them and purchase it myself, send it to them as like part of the package? Yeah. That'd be, that'd be easiest for that.

And you can even contact the company and be like, hey, can you white label this for me? Like, what would it cost? Because a lot of companies, like, are really bad at selling stuff. And they'd probably be like, I want to order 100 of them, but can you still throw my logo on instead of yours? And I bet you could get, nine times out of 10, you can get people to do deals like that. And it's not going to cost you hardly anything. Okay. And then without the white, like, let's say I couldn't white label it. Like, it's totally legal to, like, purchase it and then not necessarily brand it as your own, but just, like, send it off to a person. Sure. Yep. Bundle it in there and go for it. Yep.

Yeah. Cool. Very cool. That's exciting. Thanks.

Yeah, good luck with it all. On that note too, gang, I just got word we're going to have bundles really soon available to everybody. So amazing. Last one for, and then we'll, Russell, it's one o'clock. Is it okay if we do one more? Are you up on it? Amazing. Let's hop over to Dodd. How are we, Dodd? Hey, Dante. Hi, Russell. Thanks for taking my question, even though it's an e-com question.

All right. So if not, yeah, I'm sorry. I will. I will answer that. You'll be right up rocking and rolling after Russell's gone. We're not a stick to expert. I'll just listen to everybody else. That's fine. You're great, dad. I appreciate you, man. Let's get after it. Michelle. How's it going? Okay. Amazing. I am not sure. I've been running this funnel to my vintage kitchen people trying to see what they're going to buy. And I just cannot get it.

the offer in front of them that they're going to take me up on it. Interesting. What's the offer you've been rolling with them? So I've got, I got a lead magnet going, join our vintage cookbook club. And then I give them a lead magnet and like, okay, what can I do to get them to purchase? Maybe I can get them to buy the printed version of this book. So my ads are converting really great from my lead magnet, but they're just not,

converting as well for the next step in the funnel? The lead magnet is the book and then the upsell is the same book, but print version? Uh-huh. Okay. I wonder if you did something where it's like the lead magnet, if you just changed a little bit where it's like they get 10 recipes or something and then the upsell is like, hey, if you want to unlock all the rest of them, they unlock blah, blah, blah, blah, blah, and a physical cookbook. That way they're not getting the exact same thing. There's more value in the upsell.

So I did that because I switched it because my printed version was getting, I think, a 3% when I'm looking at my analytics. It was getting a 3% take. Then I'm like, I got to make more. So like, what if I added a couple other things? So then I'm like, okay, how about I give you the secret place to go look at the 10,000 recipes online. Plus I'll give you the printed thing. Plus I'm going to try and throw you in a kitchen product. Then I feel like I'm baiting. I don't know. It's not, it's just not working.

Wait, it's not working because you feel like you didn't want to do it or because you didn't actually convert? It's not converting. This is a mental issue on your side, not a conversion issue, but I'm not sure yet. It's a convert. Like I'm looking at my analytics. I can show you. It just doesn't seem like it's converting yet. What percentage is it converting at? Zero. Okay. So like I'm getting like. What's the price point on it? $19.95. Okay. So the physical plus the other stuff.

Can I see your landing page for the upsell for the book? Yeah. You're good to go, Michelle. You can share. Thank you. The thought of a thousand recipes stresses me out. I feel like that would hurt the conversions. Like it's too much. You know what I mean? Okay. So do you see it? Okay. Sorry. So here's the landing page. Do you want to see the landing page? Yeah. This is the lead. Is that the cookbook right there?

Uh, no, I don't have an actual picture of the cookbook. It's in this video I put together, but I don't have an actual picture of it. What's that box that is here? Is that the box that comes in? Yeah. Okay. Step number one, if you're selling a cook, a printed cookbook, you gotta show the printed cookbook. I'm sure it's in the video, but I would have pictures of it. And like, cause you got, you're trying to sell the experience, the experiential side of it, right? That's, that's what the vintage, like having it there. Like, so you got to show that experience a little more, I think. Okay. Um,

Are they like a spiral bound like book or a physical book or what's it? How does it actually spiral? Spiral bound. Okay. So they already have 12 finished cookbooks from the opt-in? Yeah. The opt-in is the digital version of this. And so the first offer at least is this bundle of get the printed version of it plus the 10,000 secret place to go look for more and a kitchen product. What's the kitchen product? They're called Euro scrubbies. Okay.

And that comes with as well. Okay. Can I see the registration page? The opt-in page? The opt-in page. Like this one? Yeah. This is where you're sending all the traffic to right now. Right. Do they know what the Vintage Cookbook Club is? I don't think so.

I mean, it goes down a little bit explaining some, but no, this is... I just want to take a quick moment and hop in here. And we just did this on Tuesday with the e-comm track. And I really want to hit this and I want to drive it home to you guys right now.

We've already seen the framework, how many funnels have come up and how many examples. And if we look at this, the above the fold, the most premium prime real estate on the page, we have number one, half of the page is an image of the vintage cookbook club. And we can improve that image very much so. And that image is not really invoking any emotions, right, Michelle? Like when somebody sees that,

What emotions is that invoking? Whereas instead, what if we have an image of maybe a mom, maybe like a current mom who's like 35 and she's with her mom who's maybe like 65 or something, right? And now they're both looking at this book. They're in the kitchen. They're smiling, right? That's what we want to take up real estate with. And also, who are we speaking to here? Become the newest member of the Vintage Book Club, which absolutely

The Vintage Cookbook Club, which I don't know, discover a whole new world of vintage kitchen charm in trying to speak to everyone. We typically speak to absolutely no one. Right. Time and time and time again. We said it. So just like it, as soon as you land on the page here, it screams the generic, the broad, the large, wide net.

Can I show my screen real quick? Am I able to do that still? Absolutely. Yeah, you're good, Russell. So I've only sold one cookbook ever. It's called the Funnel Hacker Cookbook. This funnel, I've not optimized this for a long time. So I'm not saying this is the best funnel ever. But conceptually, you see like me holding the cookbook. Plus you see the recipe, like I had milk and flour. Do you see my page, by the way, I think? Yes, you're good.

But yeah, you see, it's like I'm showing the cookbook right here and like you get my top 22 sales funnels for free and some new funnel cookbook. Like conceptually that works like, oh, I'm going to get this cookbook. It's amazing. And this is a digital option as well. And after they register, I take them to a different page. But again, if and when I rebuild this page, I take them to like next to a page like this.

Which is like, congratulations, the PDF's coming to you. I want to ship you a physical copy. But I would use the two-step order form right here. So see the video of you actually holding it out. This is like, you got the digital, which is great. But I really hate digital because then it's like you're printing out one page and you can't flip through it. And like the vintage nostalgia, the best thing is having it here. And I have it there. So when I'm cooking, I have it on the, and I be demonstrating it. Like when I'm cooking, it's spiral bound. It's open so I can cook. And my pages aren't shutting or my kids aren't dumping water on it or whatever.

whatever the issues are with the print one or you know, like I have all the recipes I can flip through them. I can see it while I'm cooking and like, it's so great. Then I'd have a two-step order form. So it's like ship, like they're seeing it's an offer real quick. I'm like, where do you want me to ship your, your copy of the cookbook? And like, that's kind of how I would probably structure it. If, if it was mine all the way, you know what I mean? Okay. Perfect. Thank you so much. And I do think I do also, I think,

The length of the thousand cookbooks makes me nervous because I'm just like, at least maybe overwhelmed. I'm like, ah. I almost go like on the reg page like, hey, I just launched this new physical cookbook. It's amazing. If you want the first three chapters for free, opt in right now. I'll give you the first three recipes or my favorite cake recipe or whatever it is, right? Like,

So they're opting, like they're seeing the full thing on the reg page and then the ads like, oh, this is a really cool thing. You're like, uh, this is my new thing. But if you want the first thing, you want these pieces for free, let me know. I've seen people with book funnels. They're like, I'm like, I just wrote my new book. It's amazing. If you want the first two chapters, opt in down below. So I show the physical, I give them a piece to opt in. And then the upsell becomes easy. Cause it's like, I want the rest of it. I got two, I got two chapters, but I need the whole thing. And then the conversions go really high because it's like, they have a piece, but they want the whole, that makes sense.

That's probably how I would, how I would restructure it if this was mine. So my quick question then is it's more of this passion niche of, I just can't get enough vintage cookbooks to look at. Cause it's not that they're my cookbooks and I'm not selling you how to cook or anything like that. It's just a way to get those kitchen people in with the vintage angle. Is that even a good offer then for them is cause I know this niche loves looking at these cookbooks and I don't know if it's just a bad offer.

I don't know the market at all, so it's hard to know. I would test the version I use first. If it's not converting, then we got to look at it and come back and be like, what are you looking for? Do you want physical? Do you want more digital? Because you can have a membership site where it's just like, I give you five new digital cookbooks a month. And that could be, maybe it's transitioning the offer to a membership site. If you give them the thousand and you gave them everything without, you know, it's like,

Instead, there's thousands of them out there. I'm going to curate. I'm going to find the five coolest ones every single month. There's three coolest ones every single month. I'm going to give them to you. And it's membership side. They're all digital. And maybe that's the offer. Because maybe they don't want physical. But you don't know that yet. So I tried the first version. That doesn't convert. Then I try flipping it to more of a membership model. Give them a free trial where they get three cookbooks or five cookbooks a month that you're curating through. You're finding the best of the best. You're bringing them in and kind of structuring it that way as well. Awesome. Thank you so much. No worries.

All right, everybody. Well, I've been having a ton of fun. I got to jump onto the next thing. But this is awesome. So next Friday, I won't be here. Some of you guys know next week I'm doing the Selling Online Challenge. So I'm going to be doing a full day VIP day on next Friday. But then after that, I think I'm back.

to normal anyway, but I had fun this week with you guys and I appreciate it. I know Dante's going to keep doing more cool stuff with you guys. Uh, but just biggest thing on my side, I want you guys know, don't forget, like we always say this thing, like you're one funnel away, but it is so much more real than you even understand. Um, click funnels. We launched a deck and the next month will be 10 years since we launched click funnels. And I had this meeting with my team the other day and it was really fascinating because in the last 10 years, as you guys know, I launched a lot of funnels, but if you look at like the majority of the growth of click funnels came from three funnels,

It's crazy. And like, and we've been working, working and like trying to figure out the next big funnel that's going to hit for us. And so like I'm launching, even at my level, like I'm launching 10, 15, 20 funnels to find the one that's like, that's the thing that can scale, that can grow, you know, like ClickFunnels. We launched ClickFunnels five times before we hit the one funnel or the funnel hacks webinar, which was the funnel that took it from,

from an unknown startup to the point where we had 50,000 active members and we kicked out 50,000 members. We couldn't get past it. We tried thing after thing, after thing, after thing. And then the challenge, the funnel we launched was the original one funnel way challenge, which took us from a hundred from 50,000 members to a hundred thousand members. And then in the, in between there, we launched other things, but like,

I just want to encourage you guys, like, you don't know which funnel is going to be. So don't be like, so this didn't work. This didn't work. Like if you, I mean, you're on, you're on our email list. You see that we're testing and trying things all the time. Not that I, not the other ones aren't working, but I'm like, I'm trying to find the next one. That's going to be a boom. This is the one that scales, right. That grows exponentially. Yeah.

I'm not sure yet. The selling online funnel that we're doing this week, that's been our highest converting funnel since the one funnel I challenged five years ago. So in my mind, I'm like, there's something here. I'm not sure what it is, but we're testing it this week, next week. And then if it works, we can start scaling and growing it. So I just wanted to give you guys some encouragement. Keep your eyes open. Keep doing this game. Keep playing it and keep looking because you don't know which funnel it's going to be. But as soon as you get one, like, again, you can go from,

From nothing to something like Trey's a good example, like Trey's flashlight funnel. It went from zero to $30 million in sales in like six weeks. Like it was just, that's the one that hit, you never know. So it's just playing the game, being obsessed with it, having fun with it, not stressing so much about it. What if this often doesn't work? This often doesn't work. Cool, try another one. Try another one. That's what makes it.

ClickFunnels is so fun. It's how simple and easy it is to keep putting those things out there. And then you get one of the hits that's like, okay, now it's on like Donkey Kong and it's really fun. So stick out, you guys. Keep having fun. You're one funnel away. I believe it. It's actually a true statement. I've seen it over and over and over again. So keep playing the game and appreciate you guys being here. And I'm going to pass it back over to Dante. Can we join next week for the selling funnel?

Only if you want to learn how to sell. Yeah, if you go to sellingonline.com, you guys, it's a three-day event I'm doing next week just teaching the selling side of things, how to create a presentation and an offer and that kind of stuff. So you're more than welcome to come register and come be part of that if you guys want to. It's going to be fun. Awesome. Thank you, Russell. Thank you. That was amazing.