The two invisible lessons that I learned, that they didn’t want me to know, while at the traffic and conversion event.
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Hey everyone, this is Russell Brunson. Welcome to a very slushy Marketing in your Car. Today, I woke up and came outside. It's kind of raining but it's freezing cold so we have this slush all over the road. My kids were running around in their clothes before school and got soaking wet, so we've had a fun morning but now I'm heading to the office to get some work done.
I'm super fired up for today for a lot of different reasons. I just want to talk to you guys today about something I saw last week which was awesome. I was very impressed with Ryan Deiss and Perry Belcher, their Traffic Conversion Summit. I just wanted to share with you guys something really cool that I learned from it.
It wasn't so much the teaching. The sessions were great and everything. The reality is the bulk of what they shared was a recap of the best stuff from Perry's Secret Selling System so the content wasn't really new or anything from that side, but watching the event orchestrated was amazing. I think there's a lot of things to be learned from anyone doing any kind of event. It can be online events, offline events, anything.
I don’t know how much they actually sold at the event but if I was to guess, I would say probably sold anywhere from three to five million dollars from the event without anyone ever feeling like they got sold. It was really interesting, so some really cool stuff that all of us can learn from for our own businesses.
One thing, if you watched the way they ran the event, there were about 2000 people there. They had a lot of different sessions and things that they were teaching but there were two core things they were selling. One was their war room which was their mastermind group. The other was their funnel consultations. War room was between $15,000 and $25,000 depending on at what level you get in. The funnel consulting was $17,000.
What they did was they got up there and taught a session on tripwires for example which is a super cool concept they're talking a lot about over the last few times. At the end of the tripwire presentation, they said, “Look, if you want one of our funnel consultants to look at your funnel, run to the back, fill out an application, and we'll set up a private one-on-one meeting with you during the event to meet with one of our funnel consultants.”
People run to the back and fill out the form for their funnel consultation. The next session, Frank Kern spoke about something. At the end of it, he's like, “Hey, by the way, if you want us to critique your funnel, run to the back and get your free funnel consultation.” Every single presentation for the most part was talking about their free funnel consultation.
They had huge monitors in the main ballroom that show people whose turn it was to do funnel consultations. Literally, the entire three days, there were probably 60 people up on the board at any given time, saying, “You guys, report for your funnel consultation,” boom, next ones, next ones. Of the 2000 people in the room, unless they were horrible at closing, I would say they closed anywhere from 100 to 200 people in their $17,000 consult package.
Again, that's between 1.7 and three million bucks. As I started thinking about that, in my business, can I do a lot more cool free stuff where I'm just giving, teaching, and showing stuff for free, and at the end, “Hey, if you want me to look at your stuff, go fill out this application form.” In our business now, we re-set up a mini call center. We got two people who are calling and consulting, and then selling people on our higher end services.
I look at every blog post I do, every teleseminar, every interview, everything I do, I could be pushing people to go get their funnel consult, or whatever it is that I'm selling and just keep pushing people to this thing. I thought that was really interesting. I think for all you guys, we're always putting out content, YouTube videos, podcasts. All the different stuff you're putting out there, every one of them, if you just focus on giving amazing content and then push people somewhere where they can get a consultation, it's a very powerful zero resistance way to sell. That's one thing.
The next thing is their war room, which is their mastermind group. If any of you guys have any kind of masterminds or groups that you're running, I learned this originally from Bill Glazer. He did the same thing when I was in his titanium group. You go to his events, and the whole time, they're talking about their titanium group and having people from their titanium group get up on stage and talk about what they're doing and how much success they're having.
By the end of it, all you know is you want to be in the titanium group. It's the same thing they did with the war room. They just kept bringing people up from war room and case studying, talking about them. Every presentation would reference the war room. People are just like, “What in the world is the war room?”
Finally, “Okay, we got some spots in the war room. If you're interested, there are applications in the back. You can go apply.” Again, it's very zero selling, just talking and putting those people up on a pedestal and making you want to ascend to that level. I'm not going to lie, they closed me on a $25,000 war room package so it worked for me.
Think about it guys, if you have a group, the biggest key is to talk about your students, talk about success stories and that will get more people to want to ascend and become like them. Those are some of the cool stuff that happened in Traffic Conversion outside of the actual seminars as far as watching them do. I usually learn more from watching people do stuff than I do from them teaching stuff.
I definitely got a huge education watching them run and manage that event. It was very impressive. I hope you guys got some ideas from what I shared with you today. Give away free content, put your success stories and your students on a pedestal. If you do that, people will start flocking to you.
I saw it this weekend and I've seen it in my own business. We're going to start doing a whole bunch more of it. I guarantee you guys will see a lot more of it coming through. Hope you guys enjoyed this. If you like this podcast, people go to iTunes and tell people you like it. Go comment on all that fun stuff. I’d really appreciate it.
I hope you guys are doing awesome. We'll talk again soon.
Some of my thoughts after day 1 of our new supplement offer.
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Hey everyone, good morning. This is Russell Brusnon. It's about 6:30 in the morning and I'm heading to the gym. I was too excited to not do a podcast. Welcome to the Marketing in your Car podcast. I got to admit, part of this whole episode is because of my good friend and faithful listener Stu McLaren.
We had a chance, I know you guys have heard me talk over the last however many months about our supplement we have. We've been doing really well with it. We always have a free plus shipping thing where they get a free trial bottle. We auto bill them and all that fun stuff.
We couldn't ever make that offer work very well like in mass media when we would take it to media buyers and stuff like that. We've been trying to figure out a way to do it. The media buyers said, “If you want to be successful buying big media, you have to change the way your offer is structured. It can't be a trial. It has to be up-front pay. It has to be all these things.”
They showed us some successful offers. We looked at all of them. I bought probably 20 different supplements to see their sales process and to see what they upsold and how much they upsold them for, what the price points were, and all that fun stuff. That was what I did about six months ago or so, and started reworking our offer.
We hired a great copywriter. He wrote the copy and designed it all, put the whole process together. Yesterday, it actually went live. It was exciting. You never really know what's going to happen. You hope and pray that it's going to do well but yesterday was a big day for us. The ad we bought, we spent $1300 on the ad and within about three hours or so, we broke even.
Within about eight or nine hours, we doubled over, meaning we had made over $2600. This is on cold traffic which is what makes it so exciting. It was the equivalent of putting a big billboard out in the street, and people driving by came in and either bought it or didn't buy it. I'm excited, to double over your money on the first day on a cold ad before any of the testing process has really started is exciting.
I remember I've been wanting to do a supplement for years. Ever since I interviewed a guy named Vince James, and some of you guys, hopefully most of you guys have heard that interview. It's the 12 month internet millionaire where I interview Vince. He had made $100 million in 23 months selling a supplement. He wrote a really good book called The 12 Month Millionaire. In that book, he wrote a chapter called, “What's it's like when one of these things explodes.”
He talks about how with his offer, the one that he did when he first mailed the first sales letter, he said it tripled over on the front end which for him had never happened before. He's like, since he had that happen, he knew it was game over. He took that letter that he was mailing and started scaling it to more magazines, making it wider and bigger.
Again, with it, he made in 23 months $100 million. That's how I'm feeling this morning. I'm awake, I'm excited. Today, my only question when I get into the office is how do we scale this. What can we do? How can we increase the traffic and make it more consistent? How can we get more of it? That's going to be my focus today and probably for the next, who knows, next year if it keeps going this well, if we can keep scaling it.
We've had a lot of successful offers. I think last I checked, we had six or seven products we had made that had done over a million dollars in sales but we've never had one that we could just really scale, take it, and grow it by adding tons more media to it. That is going to be a fun process to learn and try. That's what we're doing.
For all you guys out there who are trying internet marketing stuff, don't give up. The stuff all works. I took a little break to go in and work out. Now I'm back in my car, heading back home. Anyway, I just wanted to add onto the end of this because I wanted to make this actionable for you guys, not just talk about a success we had.
I've been doing this for a long time, over a decade now of creating and trying out offers. It's interesting, some fail, some do well, some do really well. You never know. That's why I think if you really want to be in this whole internet marketing/direct response game, a big part of it is you got to always be creating new things and testing stuff because you never know which one is going to blow up. It's kind of interesting.
I remember hearing, I think it was on Shark Tank or somewhere, they were talking about how most people are trying to get a grand slam. That's their goal, trying to get a launch that makes them a million dollars and make a grand slam but tons of millionaires have been made by hitting singles and doubles. I think it's really key.
We're always looking for grand slams but the reality is you've got to hit singles, hit doubles, single, double, triple, and then every once in awhile when you step up to the plate, you're going to knock one out of the park but you can’t do that if you're only up to bat once or twice. You always got to be practicing, getting better, trying and testing.
I don't know where our supplement is going to go but based off just day one, it's pretty exciting. I think we've got a lot of potential. Now it's going to be the fun part about learning how to scale it, grow it, and seeing how far, wide, and deep we can go. I just want to encourage you guys as well. Just keep on creating different offers until you hit the single, which usually the single is going to be the first one that gives you your big payday, hit a double which is probably the one that's going to let you fire your boss and make this thing a full time gig, then every once in awhile, and it might not be a year from now. It might be ten years from now but if you're consistent with it and keep getting better and honing your skills, you can knock one out of the park.
That's about it for today. I'm excited and fired up for today. I hope you guys are as well. Make sure that you put yourself in a positive state for yourself plus the people you're working around. Your attitude I promise you is going to wear off on people around you, so put yourself in a good state. Go in there excited today, get fired up, and have some fun. Thanks everyone, and we'll talk to you soon.
How we made $30,000 in four hours, training people on stuff we love to share, and how you can too.
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Hey everyone, this is Russell Brunson. I want to welcome you to the Marketing in Your Car podcast.
We are officially on episode 51 which is exciting for a lot of reasons that I'm going to talk about in a minute. It's about noon. I'm heading to the office right now. I'm going in a little bit late. That's because I went in earlier today as well. I had a workout early because we're relaunching the new version of our supplement this morning.
We had some ads hitting someone in real quick to fix some things up, headed back home to shower and play with the kids, and now I'm heading back to the office, about noon but I want to share with you guys a really cool story about the black box. Some of you probably saw the promotion we ran recently. It's doing really well. I want to walk you guys through it.
The black box training, if you didn't have a chance to watch it, which you should go watch it. You can see it at MillionaireIncubator.com. It's basically I was walking everyone through the process I've been using lately that's just crushing it where basically, we're leading with a free plus shipping something, a newsletter, a magazine, a CD, a DVD, an mp3 player, a knife, a something, some weird gadget or info, giving away a free thing.
After they purchase that free thing, then you take them to a page that walks them through a really cool case study of something you've done or are doing. Then you have them sign up for an invisible funnel webinar which is a webinar where basically they pay zero dollars to attend. Then you do the training live. At the end of it, if they like it, then you bill them.
They put their credit card in for zero dollars and you re-bill them at the end. At the end of the three or four hour long training that you teach whatever concept it is you're teaching, then you offer them an opportunity to work with you where you have them apply. We ran that last Friday. One of the tweaks we did this time with our invisible funnel which was kind of cool is we actually, up front, they can sign up for zero dollars and then pay $97 when the training is over. Or if they know it's going to be good and they can save $20 by just paying $77 now. We did that.
What's interesting is 39% of the people paid the $77 now which was exciting. We made almost $10,000, just shy of $10,000 from people paying the $77 up front, and then today, probably here in about an hour, we're going to be re-billing everyone who didn't cancel. Based on that, we'll be making another probably $20,000 to $25,000 depending on how many people's cards go through.
We made about $30,000 just doing the actual training which was exciting. It's always good to get paid to teach someone cool up front. Then now we got a hold of people that applied to work with us. We'll be signing them up as well for our high end thing which hopefully we'll make another six figures or more from that. It's exciting and cool.
This whole black box concept is something that I hope all you guys have a chance to look at. That's basically the process. You create a really cool, take out your best tip, secret, or strategy or whatever, make a free plus shipping thing, and then sell that. They pay for shipping and then on the next page, you show them a case study of how that thing that they just bought, how it's worked for somebody else.
Say a case study of how someone lost 30 pounds or someone made this much money, or someone saved this much money on their taxes, whatever your system is that you teach. Then tell them that you'll teach them that over premium training that is anywhere from $47 to $97 but they don't have to pay until after the webinar is over. They just put in their credit card now.
If they hate it, they let you know. If they love it, do nothing and you'll bill them at the end. At the end of that, let them apply to get your more personalized one-on-one coaching program. That's what we did and taught. It's been exciting so far. People have been going crazy with this. I'm excited.
The other reason I wanted to tell you this is the whole free plus shipping thing, we used to do it back in the day where we'd do free plus shipping and put someone on a forced continuity program but we stopped doing that because FTC and Visa and Mastercard did not like that, so we stopped doing forced continuity, but we kind of stopped doing free plus shipping stuff as well.
Over the last three or four months, we brought it back, didn't do any continuity but we do upsells. Right now, that model is crushing it for us. I actually took the first 50 episodes of Marketing in your Car. We put it on a CD. You will see here in the next week or two an offer I put out where you get the first 50 episodes of Marketing in your Car for free, just cover six or eight bucks for shipping and handling and we'll ship it out to you.
I hope a lot of you guys take it up because you'll have a chance to listen to the entire first 50 episodes on one CD. We cut out the cheesy audio songs so you don't have to hear it a thousand times. I think it would be really good. Afterwards, we'll upsell people into our funnel. I recommend you guys getting it for two reasons.
One, you'll get all of the podcasts so far on a nice convenient CD, and number two, you'll have a chance to see this black box process in action. I'm at the office now. I'm going to go rock and roll, make some more black boxes for myself, for my businesses, and check to see how our supplements are doing this morning with our new funnel and the new ad that went out.
Hope you guys are doing awesome and we will talk to you soon.