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Marketing Secrets

Welcome To Russell Brunson’s Marketing Secrets Podcast. So, the big question is this, “How are entrepreneurs like us, who didn’t cheat and take on venture capital, who are spending money from our own wallets, how do we market in a way that lets us get our products and services and things that we believe in out to the world… and yet still remain profitable?” That is the question, and this podcast will give you the answers. My name is Russell Brunson, and welcome to MarketingSecrets.com.
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Now displaying: July, 2016
Jul 27, 2016

The real reason why I’m documenting all of this cool stuff.

On today’s episode Russell talks about why Snapchat is valuable because you can see behind the scenes of how much stuff he is able to get done in a day and why that should be a motivator for you. He also talks briefly about Funnel Graffiti, which is coming soon.

Here are some fun things to listen for in this episode:

  • The difference between Russell’s Snapchats and the Marketing In Your Car podcast and why each is valuable.
  • Why being efficient with your time is necessary if you want to be able to get lots of things done.
  • And why watching Russell’s Snapchats will help motivate you to cram more things into your day and be able to get it all done.

So listen below to find out how you can use your time more efficiently.

---Transcript---

Hey everybody, this is Russell Brunson and welcome to Marketing In Your Car. Alright everybody, I hope you are having a sweet day. I just got up and I’m heading to go film with Mike Dillard. How cool is that? So Mike is launching a new membership site in the marketing world and he wanted somebody to come teach on funnels. So guess who he asked? Anyway, I’m excited. Mike’s a good friend and it’s going to be kind of cool, to have him out here and film. So I’m racing over there now, I’m a little late, not going to lie. I’m right on the line, I could be there on time, or I could be there….definitely not early, but I could be on time. So that is the plan.

Anyway, it’s been a little while since I talked to you guys. It’s been crazy over here and I’m having so much fun. I just wanted to reconnect with all of you guys and say hi, first off. More importantly what I wanted to do was….it’s been interesting, for a lot of you guys, hopefully you know. You’ve been watching the new Snapchat stuff I’ve been doing. It’s been fun, I’ve been documenting everything we’re doing on Snapchat, which is interesting. I always look at Marketing In Your car as me documenting things, but it was like every 2 or 3 days I’d get on and share stuff, but it’s more like, “Hey in the last little bit, here’s some things I’m noticing.” So it’s like taking multiple days and like, “Okay, here’s the number one lesson from that chunk of time.” Whereas Snapchat is more like I’m documenting every cool thing that’s happening. I’m talking about it either before or after so that day by day people can see what’s happening. It’s been fun.

Two days ago, we were filming this crazy shoot. So we’re up at 3 something in the morning. We went to downtown Boise and we rented this, there’s this place called Free Galley, it’s this big graffiti wall. It’s this graffiti place in downtown Boise. So we rented this big section of the wall and we came in 3 in the morning and painted over it, and then Rob came and painted this amazing mural. Clickfunnels and funnels and all sorts of stuff. So we did that all morning long and then at night we came back at 11 or 12 in the night and filmed this whole thing for……anyway, so we’re making this new offer. The offer is called Funnel Graffiti and it’s free plus shipping offer. And I could be like, “Oh, here’s Funnel Graffiti, it’s free plus shipping.” But I’m trying to again, this whole business it doesn’t matter what market you’re in, it’s all about pattern interrupts, right? So for my job and your job honestly, is less about how we sell things, but more about how we’re interrupting people’s patterns.

In fact, Vince Palko, if you guys know Vince, he owns Adtunes.com. He’s the dude that invented the hand sketched out video. And he told me one time that he told this guy, “We’re not in the hand sketched doodle business, we’re in the pattern interrupt business. We’re always pushing the envelope to figure out new ways to interrupt people’s patterns to get their attention.” And I think that’s so true in all of our businesses. That’s it. So that’s why I’m always bugging people, “I need a template to get more, to sell my product.” And I’m like, ”Okay, I can gi9ve you a structure, but it still comes down to you being creative and figuring out ways to grab people’s attention.” Attention is the scarcest resource nowadays. We’ve got to crazy to grab people’s attention. I’m doing a free plus shipping offer and we spent two days to create the thing, probably spent too much money to create this amazing thing so that we could get people to buy something that’s free from us. Why would you do that Russell? Because it’s all about attention and then building a brand and building a cult following and getting people excited and engaged in what you’re doing, right?

So you’ll see it when it comes out. It’s a big production we did to give away a free thing. But I’m trying to break people’s patterns and create something new and exciting and cool and make it fun for people to buy. A lot of people, I can’t tell you how many times people message me, “Hey I’m only getting 10% show up rate on my webinar, what do I need to do?” and I’m like, “Dude, you just need to be more interesting. If only 10% of people are showing up, it means they don’t care what you’re talking about. How can you infuse excitement and energy and passion and all these things to get people to want to actually schedule your webinar and make sure they show up?” I can give you little tactics and techniques and tricks to increase show up rate, but when all is said and done it comes down to you and you being exciting enough that they’re going to be inspired enough to not just register and hope the replay comes through and hopefully they’ll catch it, but to, I can’t freaking miss this, this is a big, big deal. And it comes down to you being passionate and sharing. I can’t stress that enough.

So it’s been fun on this Snapchat journey. It’s funny, every day at the end of the day, I take, usually it’s about 3 to 5 minutes worth of Snapchats and we render them out as a video and post them on Youtube, so if you missed any of them you can go to our Youtube channel and see them. I think it’s just youtube.com/funnelhackertv and then click on the playlist button and you can see all the behind the scenes Snapchat stuff. But it’s behind the scenes of all the stuff we’re doing. But the biggest thing I keep getting from all the people watching these is just like, “Holy crap, Russell. You do a lot of things throughout the day.” And I’m always like, “I guess I do. But I’m working the same amount of hours as you guys. We all are given from God the same amount of hours in every day. There’s 24 of them. And I tried to use them really efficiently, but I’m still sleeping for 8 of them, I’m hanging out with my wife and kids for 8 of them. So I got 8 hours to try to go and take over the world. The same hours we all have. We’re all competing with the same time resources.” And people are like, “I don’t have time.” Seriously? It’s been fun showing behind the scenes because people are like, “Holy crap. In one day you guys…” we had one day the other day when during that day I think we launched two funnels in two different businesses. We got a sample product in for our supplement. We did a coaching call. We did, I did 30 minutes of Voxer with our 25K group. All these things jammed into the same 8 hour day, but I’m just spending all 8 hours working. I’m not….I don’t know what people do all day long. I’m not goofing off. I’m getting stuff done every minute of those days and that’s the only big difference.

So I like the Snapchat stuff because it’s showing people boom, boom, here’s how I’m jamming everything in and what we’re doing and how I’m shifting focus and where we’re focusing energy. So anyway, I hope that if you’re not following me on Snapchat that you do just so you can start seeing behind the scenes and you’ll get a lot of the Marketing In Your Car…... Marketing In Your Car is nice because I can go deeper on a topic. I’ve got 10 seconds on Snapchat. But on Snapchat you are able to see behind the scenes on what worked and pressing into a day. And I think, if nothing else, I think that’s a value for everyone to see. Just because I honestly think, and I don’t want to be harsh or mean or whatever, but when I’m working close with people and they’re not having success, the biggest thing is they’re not getting much out of their days. We’ve had some people who have been working on the Perfect Webinar for 8, 9, 10 months and haven’t launched yet. Are you kidding me? What are you doing all day? I gave you the script, I gave you the PowerPoint. You have it all, all you have to do is fill in your stories, it’s really……it really should not be that…..I think that you’re dinking around all day. I don’t know what it is. We just need to get more out of the day. You need to wake up and grab today by the head and just….For us, I think we’re freaking throwing it around because we own it. It’s not the other way around. I don’t know, I think it’s when we start shifting our mindset and our thoughts from “Oh I should do this today.” No, I freaking must do this today. I don’t get to go home and sleep or watch TV or go to lunch unless this crap is done. It’s shifting our mindset to that and then just getting it done.

And I understand that there’s things that come up, but I promise you guys, there’s not many people in the world that have more distractions than me. I’ve got a beautiful wife, I’ve got 5 kids, I’ve got a company with 40 or 50 employees, all of whom are not just boring employees. Everyone on our team is highly passionate and with passion and excitement comes like needs. And I am very needy. All of us are. I feel like the higher level you get the more you need reinforcement of your skills. I’ve got people on our teams that take time. I’ve got multiple business, we’ve got funnels creating, there’s a lot happening. It’s just……So I understand people who are like, “I don’t have time. There’s too many things pulling….” I understand that more than most people understand. The difference is just…..I don’t know. I don’t know.

So my biggest message for today is first off, go either follow me on Snapchat, or if Snapchat’s too teenaged, high school embarrassing for you, which I understand, then go to Youtube and watch the replay of some of them. Just watch the day what we’re compressing into a day and I think most people will see, we honestly, there’s more stuff happening in a day in my world, than most people get done in a week or a year, or excuse me, a week or a month sometimes. So it’s learning, how do I compress time? How do I speed things up? How do I become more efficient so I can get more done during the day? Because I’m not a rocket scientist you guys. I am not a smart person. I sucked at school. I barely graduated, it was hard. Going through college and school, those things are way harder than “Hey, let’s set a structure for our day. Hey let’s set some really big goals. Let’s not just goof off on Facebook all day. Let’s freaking do things and think through them.” If you’re not like, why do we need to do this? And if it makes sense then run with it. If it doesn’t then delete it, ignore it. Pull it out of your strategy. And only do things that are serving and growing your core strategy, your core focus. I think if you shift your focus to that, man, you’ll be amazed what you can get done during an average day.

So anyway, I don’t mean to say that to try to put myself on pedestal at all. I am hoping to use this as a tool to motivate you guys and show you what is actually possible. Because again, you’ve got the same 8 hours I do, I’m not working…..well some days I am, like one day we worked crazy hours. But for the most part, I’m working 9 to 5. I’m working the same hours that everybody else is working. I’m just squeezing a little more juice out of the day. And I hope watching the day by day Snapchat will show you how to squeeze more juice out of it as well. And that’s it you guys. I am almost to our filming location to go hang out with Dillard. Hopefully we’ll create some magic. If you want to see what we’re doing behind the scenes go check out Snapchat. That’s where I’m at and we are making some magic. All right guys, appreciate you all and I’ll talk to you soon.

Jul 18, 2016

Carpe Diem… seize the day!

In this episode Russell talks about driving home from a family vacation and thinking about how the window of life is a short one and how we need to seize the day by creating. He also talks about his favorite part of Dead Poets Society and why it is important.

Here are some interesting things to listen for in today’s episode:

  • Why Russell thinks it is so important to look at life as a short window of time that we have to create something of impact.
  • Why Russell believes that despite being born under different circumstances we all have shockingly similar trials.
  • And why creating things that will help others is the secret to happiness.

So listen below to hear what Russell believes about our short time on Earth and why it is important.

---Transcript---

Hey everyone, this is Russell Brunson and welcome to Marketing In Your Car. Alright, alright, I know what you’re probably thinking, “Russell have you forgot about us over here in Marketing In Your Car Land?” and the answer is no. I’ve been going crazy on Snapchat, as some of you guys know. If you haven’t started playing in Snapchat, come hang out with us. If you go to Snapfunnels.com there’s some free coaching showing you how it works and how you can add me on Snapchat, but we’re having tons of fun. I’ve been documenting behind the scenes of all the crazy crap of what we’re doing every single day. So if you haven’t been watching, you should come over there too.

But the one thing that I don’t like about Snapchat, is I got 10 seconds at a time, and I feel like if I spend more than 2 or 3-10 seconds in a row talking about a concept it gets really boring. So if I ever want to go deep, this is where I come to go deep with you guys. Because I know you can handle it, I know you appreciate it, so that’s the game plan.

We just got back from a week long family vacation and the week prior to that we had 50+ staying at my house for another family reunion, so it’s been two weeks of family and not a lot of chance to work. So I’m heading into the office right now and I’m really, really excited. But I wanted to talk to you guys about was a thought I had as I was driving home from Bear Lake, which is on the Utah/Idaho border, back here to Boise. So it’s probably, I don’t know, if you’re driving by yourself maybe 5 hours, if you got kids that got to go to the bathroom every 15 minutes it’s 8 hours. I don’t know. Somewhere between 5 and 8 hours to get home. And our kids actually did really, really good this time. But as we were driving, you have a lot of time with your thoughts. My wife and I talk for the majority of the time, but after 8 hours or whatever, sometimes you run out of conversation. So I was just sitting there thinking and what I starting thinking about was kind of cool. I was thinking about how many people have ever lived on this earth. And it’s a lot, right. I’ve read different people with different opinions. I think right now if you look at how many people are on the earth, I think it’s close to 7 billion. So that’s a lot of people, right.

But if you think about all the people who have lived since the beginning of time. Since Adam and Eve first set  foot upon this planet. I think the number estimates I read were in the 80 or 90 billion people. That’s a lot of people. 80 or 90 billion people have graced this planet, since the beginning of time, and everyone kind of had a shot. We all come on this earth and it’s interesting, it’s almost like, I’ve been thinking about it recently, it’s almost like, not a mousetrap, but something like that. We enter this game, we enter this thing and I believe, maybe I’m wrong, but I believe that we have a Heavenly Father who loves us, who brought us here and placed us here on this earth, and I think that everybody was given different challenges. Now by different I don’t mean bigger or smaller, in fact I believe that when this whole earth life is over we have a chance to look back, I think that we will all be shocked at how similar our trials were in severity. I just think that, again I believe there’s a grand architect to this world, to this life. So I believe that nobody….from the outside it will look like this person was born with a silver spoon in their mouth, or this person lives in Kenya and has a horrible life, everyone’s got different things. But I think that we all entered the game and each of us are given different trials and things and I think that we’ll be shocked when all is said and done at how similar everybody’s trials were in severity.

And again, sometimes you may think, oh this guy’s rich, so he doesn’t have any issues. But I guarantee that person who has a lot of money is dealing with all sorts of other issues and people that have no money are perfectly fine with other things. I think that it’s going to be shockingly similar if and when we have a chance to all look back on it. So there’s kind of my belief pattern. So through that lens I was looking at this, 90 billion people come to this earth and when we come here we each get different tools. We’re all born the same. We all come out of the womb and we’re butt naked, we’re crying and we’re all identical, but obviously we’re in different situations. Different parents, different situations, different lifestyles, different religions, different parts of the world. So everything is different, but we all come into this world and we’re given initially, a set of tools. And then we have this little window of time to see what we’re going to do with and the windows not very big, it’s really small. Think about the 90 billion people. All of them who are now dead came to this earth like, “Oh the world’s in front of me.” And then they’re dead, they’re gone. They don’t even exist anymore. The only people that exist are the 7 billion or so that are still here today.

And every day there are probably hundreds and hundreds and hundreds of people that disappear, their window ended. My window might end today, it could literally end in the middle of this podcast, for all we know, we don’t know. We had a guy on our team just a week or so ago, who was driving home, a young guy and had an aneurism while he was driving and wrecked the car and died. Boom, gone. The window was closed. We all have this little short window, and I was thinking while I was driving home. I’m in the middle of that window. I am right now, in the middle of that experience. It’s my turn. This is my experience. And 70 or 80 or 90 billion people have already gone through that and it’s come and gone and it’s over for them. And I started thinking about that movie, Dead Poets Society, I remember that movie was super slow and boring, but there was one scene in there and I just loved it.

It’s when the new kids came in, Robin Williams is their teacher, and he takes them into the hallway and he shows them the picture on the wall and it’s black and white and it’s all these people. He said, “look in their eyes. Do you see that in their eyes? That’s hopes and dreams and desires and passions and things that they want to do and things that they want to accomplish change the world. And you see it in their eyes.” I can’t remember the words, but its like, “These guys are dust now. They’re dead, they’re gone. Their shot, their window is over.” And then he’s like, “They’re worm food now.” Or something like that, “But if you listen carefully you can hear them say something.” And then he says, “Now listen closely.” And they all lean in and then Robin Williams in his voice goes, “Carpe diem. Carpe diem. Seize the day.” And that was the message from this group of people who have died, calling from the dust saying, “Look, this is your shot, this is your window. You’re in the middle of it right now.”

So you can go watch TV or go and slack off or whatever or you can seize the day. You can take this life and this opportunity, this window that we have and do something with it. And I was just thinking about that, I’m like how cool it is, I’m driving home and I’m in the middle of it right now. It’s going to be gone soon. Could be gone tomorrow, could be gone a year from now. I don’t know when. It could be gone 100 years from now, but I was saying on my best guest-imates, you know right now, I’m 30…..I don’t even know how old I am, 30 something, 36. So let’s just say I live to be close to 100, I’m a third of the way through this life. And the last third you are pretty much just hanging out. I assume, I don’t know, maybe not. I’m in the middle of it, this is it. So I was thinking. What do we want to do with this time? I feel like I have these hands, I’m looking at my hands right now, and hopefully you guys are as well. I’m looking at my hands and these hands that we have, these are tools of creation. We can create anything we want. You can literally create life, we can create families. My wife and I created 5 little amazing kids. I’ve created a business, I’ve created, you know I look at my yard, the things we do in our yard. We’re creatures who need to create. That’s what one of our instincts that God gives us is, we’re given these hands and this thing to create.

So I was thinking what am I creating right now? What am I creating that’s not just for me? It’s always like, I want to be happy. That’s important, but a lot of times we can be happy at the expense of other people, right. It happens all the time, it’s a sad thing and it’s a selfish thing. So it’s not how can I be happy? But it’s how can I create stuff that makes other people happy? And by doing that I’ll become happier, it’s just how the laws of nature or whatever you want to call them, how they work. And I started thinking; we’re in this time where we get to create.

So my question for you is what do you want to create? You’re in the same spot I am. And maybe I’m a year or two ahead of you or maybe I’m a year or two behind you, I don’t know, but you’re here on earth and you’ve got hands and you’ve got a mind, you’ve got the same opportunities, the same ideas, you’re exposed to the same things I am every single day. I’m trying to create my own world, and I’m trying to create things for other people, and I’m trying to create something  that makes this world a better spot when I leave and I hope you are too. I hope you’re thinking through that. What is it you want to create?  Because everything’s kind of make believe. I’m going to the office today, and I can sit down and think, what do I want to create? And I can create whatever I want. Maybe people will like it, maybe they won’t. I hope people will like the stuff but a lot of times they won’t. But that’s our opportunity and I think when you look at it from that lens, “We’re here on earth. A loving heavenly father put us here. He’s giving us all trials and challenges that are all different, but in severity they’re probably all the same or very close.”

And you’re somewhere in this journey and you could be a third of the way through it. You could be half way, you could be three fourths, but regardless, we’re all going to go in today, we’re all going to look at similar computers; we have the same assets and resources at our fingertips. You’ve got Facebook, You’ve got Google, I’ve got the same things. And we’re going to try to create stuff that helps serve other people. And I hope you take advantage of that. Because as I was driving home the other day, I was just so excited for that opportunity that I have and grateful for it. And I just wanted to kind of share that with you guys today because I thought it was important and I think it matters.

It was funny because I got home that night and I tried to Snapchat that in 10 seconds, and I shared it really quickly and took me probably 40 seconds to do it, and now we’re at 10 minutes in. I feel like I need at least 10 minutes to explain that and hopefully get that message through to you. Anyway, with that said, I want you thinking about that, thinking about two things. Number one is that now is the time to create. You are in a spot in your life where you have this window where you have the ability to create things for other people that will change their life in a little way and by doing that you will have left an impact on the world and that is where I think the true happiness you will feel comes from. Not from you making yourself feel good, but from you helping other people and that in return will make you feel true joy. And that’s what’s so cool.

So there you go you guys. It is time to create. Carpe diem, seize the day. Don’t wait any longer. Turn off the TV, get off of your butt. Quit goofing around, let’s create something that helps somebody else and if you do that you’ll be rewarded. Zig Ziglar used to say, you can get anything you want in this life, as long as you help other people get what they want.” And I believe that is extremely true. Now is the time you guys. Carpe diem, seize the day. Alright, I am out of here. I’ll talk to you all tomorrow. Bye everybody.

Jul 7, 2016

Let me walk you behind the scenes of the Biohacking Secrets sales funnel’s numbers.

On today’s episode Russell walks you through the math of internet marketing and how you can test a products profitability. He uses the recent launch of the Biohacking Secrets funnel as an example.

Here are some interesting things to listen for in this episode:

  • Why Russell’s favorite part of the launch process is the same part that most people stress out over.
  • How to figure out your cost to acquire a customer, and your average cart value and how to use those numbers to figure out if you are profitable.
  • And some tweaks you can make to lower your cost per customer and therefore increase your average cart value.

So listen below to find out how Russell tweaks things to make sure his products are always at break even.

---Transcript---

What’s up everybody? Good morning, I hope I woke you up. Welcome to Marketing in Your Car. Alright everybody, I hope things are going amazing for you all today. I just wanted to jump on today, headed into the office, I’m just about to…I’m so bad at preparing. I have a webinar in 40 minutes for the network marketing group we’re taking through Clickfunnels. So I gotta get in and get that all prepped, and then I’m doing a webinar for Clickfunnels today. And we got some Jiu Jitsu practice tonight. And talking to Robert Kiyosaki’s people today. So a lot of stuff, I’m excited.

But what I wanted to talk to you guys about today, is something even more important. It’s one of those things that’s my favorite part in the funnel building process. It’s the part that stresses most people out. So typically we create a funnel, we do our best foot forward, and then we launch it to the world and wait to see what happens. And this is where most my Inner Circle people freak out. Like, “Oh Russell my funnel didn’t work. This is a scam.” No just kidding. They don’t say that. A lot of people probably think of the Clickfunnels community or whatever, they launch something that doesn’t make money over night. And they’re like, “Oh this funnel thing doesn’t work.” So it’s always kind of funny.

So I want to walk you through what’s been happening with the Biohacking Secrets funnel. Because we’re going through that phase right now. We officially started launching it actually about a week ago. I think John’s spending about a hundred dollars a day just driving ads and seeing where things take out. So this is the thing normal people, they drive ads for like….they do one of two things. One they drive ads for a day and they’re like, “Oh, it didn’t work.” And they freak out and they want to shut it down. Or number two, they drive ads for like 2 months and it doesn’t work and then they come back, “I spent 20 grand and I didn’t make any money.” I’m like, “Dude, why did you not stop?”

So this is how we do it. We drive some ads, 100 bucks a day or so for about a week, just to see. So we’re spending $500-$1000 to kind of get some initial data and see what’s happening. So from that, yesterday we had a call with Anthony, he had looked over the numbers. The numbers were basically this; we were spending on average about $20 on Facebook ads, giveaway a free book. Some sources were cheaper, some were more expensive, but as a whole about $20 per book. That was the average. And then our average cart value, so that’s the first metric, which is the key. It’s the cost to acquire a customer. So if you’ve ever watched Shark Tank they always say, “So what’s your cost to acquire a customer?” And none of the entrepreneurs ever know, because the entrepreneurs are typically idiots. They don’t pay attention. “The first number you have to know in your business is ‘what is your cost to acquire a customer.” So I get a baseline cost to acquire a customer from that initial first week test.  So boom, that’s my trick number one that I need to know.

Then metric number two that I need to know, what is my average cart value? So from every person that buys a front end product, what’s the average, how much money do they spend? So all you do is take all the money you’ve collected from this campaign, divide it by the number of front end sales you have and that gives you your average cart value. Are you guys impressed? I’m like a mathematician over here. Says Russell, who barely passed math in high school and college. That give’s your average cart value. So our average cart value is $17. Alright so, wherein lies the issue my friends, if you’re paying attention. We’re spending $20 to acquire a customer that’s worth at point of sale $17. Now obviously, long term customer value, lifetime customer, all that type of crap is good to know. Yeah, we may have lost $3 on every book we sold, but you know, people are always leaning on long term customer value, the lifetime value of a customer. The LTV, and those things are good to know, but for me when I’m building a funnel I don’t care about LTV because I want to funnel it so that it at least breaks even up front, otherwise it’s not worth running for me. And that should be kind of the case for you as well. Yeah, lifetime value is cool, but don’t make that a metric you drive your business on right now. Because it’s just stupid, otherwise you’re just gambling, hoping that next year you’ll make more money. Which you will, but I want to be break even at point of sale, otherwise it’s not worth it.

Alright so right now, we’re not at break even. We’re losing $3, plus we also had the book printing, plus shipping, so another probably $10 on printing and shipping. So we’re actually negative $13 on every book we sell right now. So we’re not at break even. This is when we’re all like, “Ahh, this sucks. I spent all this time and effort. I quit.” But instead you look at it and say, “Okay, let’s look at all the pieces.” There’s only 3 core drivers in this thing, maybe 4. So the first one is the ad cost, right now most of our sources, we were spending, like I said on average $20 to acquire a book customer. Usually from static Facebook ads. One thing I’ve been doing in my business that’s been working really good right now is Facebook Live. So I said, “Hey Anthony, do a Facebook Live that we can then drive traffic to the book through Facebook Live.” So he did that and low and behold, first test was amazing. He dropped from $20 to acquire a customer down to the ads coming through Facebook Live, were $6. Huge, huge, huge difference. So we told Anthony, “Every single day now you are going to do a Facebook Live.” And all of them are pushing to the book offer, and when they’re done we’re going to put $5-$10 in advertising behind it and the ones that take off, we’ll then ramp up advertising and the ones that don’t we won’t.So that’s the thing about Facebook Live. Some videos hit and some don’t. So the key is doing one a day and put $10 behind each one, and the ones that get some traction and dump as much money as you can behind them. So that’s number one. So that’s lowering the cost to acquire a customer.

Our number two metric was conversion rates on the landing page. Our conversion rates weren’t bad, I was pretty happy with them so I wasn’t stressing about that. But the order form bump conversion rates were lower than I wanted. Right now we’re at 11%, we’re taking the order form bump. So I looked at it and I think the copy and stuff I had was confusing, so what we did was simplify the copy, simplify the message and made that easier. So I don’t know what the conversion on that yet, will be. We’re going to run this for another week. But my goal is to get that from 11% to about 20%. If we get that to 20% that alone will get us to a break even funnel. Especially considering the cost to acquire is dropping due to Facebook Live. So that’s a big thing.

Then the second metric was our upsell rate. Our upsell rate sucked. It was real bad.So I looked at that and said, Okay, right now the upsell was selling for $197 and it’s a weight loss, biohacking weight loss course. Okay, the conversions are horrible. What do we need to do? Well, I think the pitch was wrong. So I just re-recording a pitch myself and threw it in there on behalf of Anthony, we plug in some b-roll of Anthony and me, and we had took an outro from him. So we had to tweak the pitch which is much better. So that’s number one, and then changed the pricing strategy from $197 up front, to basically made it where it’s a free trial. You just say yes, and they’ll just get it all right now, and then 7 days later you get billed $97. Or you can save $20 and get it for $77. So we changed the upsell pricing strategy to that as opposed to the straight $197. And it’s funny because I think Anthony was worried. “Man, if we drop the price, are we going to make so much money.” And I was basically like, “Think about it this way. At $197, if we’re getting 1% conversion rate, 1 out of 100 are buying it, it’s only adding $2 to your average cart value if you get a 1% conversion rate. When it’s $97 we get a 10% conversion rate, meaning 1 out 10 people are buying it, it means…”Let’s see what’s the math on that. That means we’re making….At $100 we’re making $10, so that increases our average cart value by $10 per person. “If we drop the price in half we get a conversion of 10% that changes the whole metric. That adds $10 average cart value on every single person.” I think the math’s right. I might be wrong. Good chance I’m wrong. But conceptually I hope that makes sense.

So we made those little tweaks and now we’re doing the next tests. So we’ll test this next week and we’ll look at the numbers again at the end of that and see where we’re at. And hopefully between lowering cost to acquire, increasing the order form bump take rates and increasing the upsell take rates, we will be at break even or profitable. And the second we’re at break even or profitable, now we’ve got something that we can grow and we can scale and we can have a lot of fun with. So there you go. That is the magic of internet marketing math. I hope you guys enjoyed that. Have some fun with that with your next funnels and we’ll talk to you guys all again soon.

Jul 5, 2016

How showing us consume our own products is driving revenue.

On today’s episode Russell talks about how doing Funnel Fridays has helped show people how to consume Funnel Scripts and has ended up helping tremendously with sales. He also tells a funny story about a product launch with an unexpected problem.

Here are some cool things to listen for in this episode:

  • How Funnel Fridays have helped sell Funnel Scripts.
  • Why it’s important for your customers to become engaged with your company.
  • And find out the details of a funny story involving Anik Singal and a product launch.

So listen below to find out why you should be watching Funnel Fridays and why you should be doing something similar with your own business.

---Transcript---

Hey everyone, this is Russell. I hope you guys are doing amazing. Welcome to Marketing In Your Car. Alright my friends, I’m on the way to the office for a quick one hour session. It was 4th of July yesterday, we had an amazing time blowing up more fireworks than most people should probably ever buy. Someone told me that that’s the closest thing to lighting money on fire, but I tell you what, it was worth it. We had a great time, we survived. All of my 50+ family members, almost all of them left now. There’s a moment when things just slowed down, so I’m heading to the office to bust out a quick few projects real quick. Then I’m back to playing with the fam.

But as I was heading out I wanted to share with you guys something that’s really, really cool. Amazingly cool. Something that I think all of you guys should, really should be doing in your business. It was something we kind of stumbled upon. Let me tell you the back story. So here’s the epiphany bridge for those that pay attention. I always talk about my webinar model, where it’s like, Monday, Tuesday, Wednesday, Thursday promote the webinar. Thursday do the webinar. Friday, Saturday, Sunday follow up and keep that process, right? What about all the unconverted leads, people that don’t buy, what should you do with them? So that’s kind of what this concept stems from. People didn’t buy the webinar for whatever reason. Sometimes they come around and buy later and things like that. But how do we get them so that they’re buying all the time?

So that was kind of the initial question and I heard John Lee Dumas talk about how he does these webinars on Friday, he just talks all day Friday. Talks for 2 or 3 hours and just pitches all those unconverted leads on this thing and makes a hundred grand every single time. And I was like, or you know, I don’t know. Maybe it was 50 grand or 10 grand. I don’t know, but that’s what he was doing every Friday for a while and I was like, that’s kind of cool. So we bought the domain funnelfridays.com and got a sweet logo made and I was like, “Every Friday I’m going to do some Funnel Friday thing.” And that was kind of the idea and then it sat there for like 8 months. Logo design and everything, it just didn’t do anything.

And then one day Jim Edwards called me on the phone and was like, “Hey we sold a lot of Funnel Scripts, we should keep selling Funnel Scripts, because right now nobody’s buying it. What’s the best way to sell more?” and I was like, I don’t know and we were kind of trying to think through things. And then I was like, “We’re thinking about doing this thing Funnel Friday where I was just going to build funnels and let people watch me. Do you want to be on that show and then you can do the script part of it and just I don’t know? It’d be kind of fun.” And he’s like, “Yes, let’s do this. Let’s set a date.” Which was a good thing we did, because the day was like 6 weeks later, but we put it on a Friday. We were like, “We’re going to do this Friday Funnels.” Yeah Friday Funnels. I get the domain messed up. Anyway, 6 weeks later, finally I show up that day and it’s like the day before and it’s like, “Oh crap, we’re doing this tomorrow.” “What should we do.” I’m like, “Let’s build a funnel. I’m going to build it in Clickfunnels, you’ll write the script in Funnel Scripts, you’ll give it to me and we’ll plug it all in, and we’ll show people us building a funnel.” And he’s like, “How long is it going to be?” And I was like, “I don’t know. It’d probably be cool if we made it like we had some kind of limits on it. So it wasn’t just Russell building a funnel for 3 hours, because as cool as that would be for me and the two people that would like to watch me build funnels for 3 hours a day.

Oh man, I think I just got walkie-talkie’d by the construction lady with the sign. Hope there’s not a cop on the back end of that. Anyway, sorry. There’s construction, I’m just driving too fast through it.

So anyway, I was like, “I think it’d be better if we had constraints, because constraints make things interesting.” When there’s no constraints on it and you’re just doing something, it’s not as interesting. So I was like, “Let’s do a 30 minute timer and let’s try to build a funnel. So that was kind of the concept. So we went the first time and we started building a funnel and I did it in 30 minutes. Anyway, I got one of the 6 pages in the funnel done and it was really, really hard. The next week we did another one and I got a little bit closer. And the third week, I think we’ve done…….I can’t remember if it’s 3 or 4 weeks now. I think we’re on 4, I think this is our 4th week. We’ve had people send packages of what they want us to build. And we’ve done Facebook Live ahead of time and opening up packages and letting people vote on which product they wanted to see on Funnel Fridays. Just a whole bunch of fun things around that concept and every Friday we’re like, “Hey we’re building a funnel, come hang out with us live.” And people would show up, and it’s pretty cool.

Now a couple of little tweaks. W’re doing ours on Google Hangouts. If you go to the page you’ll see it there and all the back shows are there as well. So it’s happening on Google Hangout, and we drive our email list to promote to that. So there’s traffic coming from that. And now that we’re kind of building our YouTube subscribers, there’s a little traffic coming from that. And the other things is Facebook Live and Periscope. For some reason, I don’t know why, but I’m grateful for it. Facebook Live is amazing right now. I did a Facebook Live yesterday and within 24 hours we had over a million people reached, it’s crazy. I think that they’re really rewarding people right now, because they want people on Facebook Live because they are trying to beat out Periscope and the other ones.

Anyway, there’s a little hint. Strike while the iron’s hot, because that window won’t be there forever. I remember with Google Hangouts for a while it was the same thing. You do a Google Hangout on any topic and you’d be ranked on page one of Google the next day. So that window, that ship kind of sailed and disappeared, but that’s how they were trying to get people to do hangouts back then. Same thing, they’re trying to do with Facebook Live. So they promote things. So what we do is, I’m doing it live on Google Hangouts, then Steven on my team, he’s got Periscope and Facebook Live recording on my phone, so he’s recording behind the scenes of us doing it. So we’re recording that, a piece of it.

What’s crazy is that Facebook Live version goes crazy viral. Part of it’s because we’re on for about an hour. 30 minutes of me building, but there’s build up time and post time and talking and having fun and banter. So it’s about an hour. So because of that there’s so much interaction that happens during that hour that Facebook boosts it high. Anyway, it’s crazy. So we do it, basically, Google Hangouts is showing us using the product, Facebook Live and Periscope show behind the scenes of us doing it. And we kind of promote all those things like crazy. And when all is said and done, after Friday’s show is done, we’re getting half a million + people to see it on Friday, between the reach and emails and everything like that. It’s just crazy.

So we’ve done it for 4 weeks now. Is that what I said? 4 weeks, 1,2,3,4. And I have no idea if it’s sales were good or bad. We’re doing it because it’s fun and hopefully people will like it. Luckily every single week it’s been more people showing up. So there’s some cool stuff there. But after Friday’s last show, Jim was like, because Jim and I are partners on Funnel Scripts, so he gets half the money on everything it makes. And he was just, he said something like, “Man, I’m glad I hitched myself to you and to the Clickfunnels bandwagon.” Or whatever. And I was like, “Oh yeah. How are sales doing? I haven’t even looked yet.” And he said something like, “Mama’s really happy.” And I was like, “Really? How are we doing? I have no idea. We haven’t promoted it, been in a webinar. There’s an auto webinar page there and we talk about it during these shows.” So I went back to look at the stats, and that product alone had sold over $117,000 worth in the last 30 days. Primarily, I mean we drive a little bit of Facebook ads and stuff, but primarily from this live show. And it’s crazy. I don’t even know how much Clickfunnels sells, or Funnel University or the things we talk about, but that one specific, $117,000 came from us not selling, just consuming the product and showing people how we consume the product. Is that crazy?

So my big moral, I hope you guys are seeing this trend in the back side of my marketing, because we’re doing it a lot. We’re trying to show behind the scenes of everything. As you know we’re doing a reality show, filming behind the scenes of behind the scenes. The more I’m trying to get people engaged in the process of what we do and not just the end product of what we do, but engaging people in the process, the better it’s been. How do we let them experience us consuming our products? Because we’re the hyper users so far. I’m consuming this product and I’m obsessed with it and I’m showing you how excited I am. And I’m actually consuming it on a regular basis and they get to peer through the screen, look over my shoulder and watch that process. It gets them wanting to consume, it gets them wanting to use it. So instead, for us not selling anything, just showing people how we consume our own products, that one product alone $117,000. My guess between Clickfunnels and some other stuff we’re probably a quarter of a million dollars or more and we haven’t sold anything yet. We’re just showing us consume things.

So I want all you guys thinking about that. What is it in your business that you do? Most of your customers probably see the end result. The product that you are handing them or the software tool your handing them or whatever. They don’t get to see the process. So how can you show them the process? How can you use something like a weekly show where you consume your products and show you actually using them? Anyway, it’s doing some amazing things for us and that’s why I’m excited. I wanted to share that with you guys. So if you want to see the process we’re doing, go to funnelfridays.com to kind of watch the process and be engaged with it. But then feel free to model it, funnel hack it, whatever you want to call it in your own market because it’s working like crazy. Bring them in behind the scenes you guys.

I started saying this a couple of months ago and I’m going to keep saying it, the more we open up the back end of what we’re doing, the more people will become engaged in the process. At the mastermind meeting I mentioned that this whole concept. We’re talking about building our culture and how do we open things up and I talked about how when your customers are experiencing, are part of the process of your creations or the things you are making, the big takeaway is that now it’s not like, “Oh this is Russell’s company.” They look at it differently like, “This is our company. This is part of what we are. This is our movement.” It’s making them engaged.

I remember thinking about this. This is probably 8 or 9 years ago. One of my buddies, Anik Singal and I had both, I hope he hears this it’ll be kind of funny, had an idea for a product and both of us, we called ours Affiliate Inferno and he called his Affiliate Manager something, and both of them are the same concept like, how to build an affiliate program to drive traffic. The greatest way to drive traffic in the world is building an affiliate program. So we both had this idea and I think we both knew we were going to create something but we didn’t know when, and I remember, Stu McClarin was my partner on the project and we had had a call that day. Me and Stu picked a day. We’re going to do our pre-launch here and our launch here and had everything mapped out. And that same day Anik Singal called me and was like, “Hey man, I’m launching my thing, here’s my day and my thing.” And it was the exact same day as mine. I was like, “Oh dude, we honestly have the exact same dates for the exact same product and we’re competing for the same affiliates.” I was like, “I don’t know what to do. I can’t move mine. It’s in process.” He’s like, “I can’t move mine either.” And I’m like, “Well, this sucks.”  I was like, “Alright, well good luck.” And he’s like, “Good luck to you too.”

And we were both competing for primarily similar products, but going after the same partners to help us promote it. So I didn’t know what to do I was just like, this is going to suck. So what I did, I called a couple of my friends up. I didn’t get…..it’d be fun to actually look back in the books now and see how much our launch did vs Anik’s and just see who ended up getting more or less. I mean, I don’t know. He had a lot of people on his side,  I had a lot of people on my side. Everyone kind of took sides and did it. The one interesting thing, I remember I called a bunch of my friends. Mike Filsaime was one of them for example, I was like, “Hey Mike, this is what happened. What would you do?” So Mike went and consulted me through what he would do if he was me in this situation, which was awesome. I got consulting from him and I was like, oh cool. But what was cool is because he was consulting me and he was the one coaching me through this process, when it came to who was he going to promote, he promoted me. I believe it was because he felt part of the process of my product and not Anik’s.

He had this piece of that role out, and because he felt ownership in that, he participated in it. So the lesson I’m trying to share with you guys is if your customers feel ownership in the creative process you’re going through as you create your products and services and you’re doing things, they are going to be way more likely to purchase those things in the future. They are going to be more likely to view you and your company not as your company vs. their…customer vs. whatever it’s going to be their company with you, which is cool.

Anyway, I hope that gave you guys some value. It’s some of the ninja cool stuff I’m thinking about a lot recently and having a ton of success with it. I think it’s exciting. So that’s it. I’m at the office; I’m going to go get some stuff done. Have an amazing day you guys and I’ll talk to you all again very soon, bye.

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