What to do when your baby flops.
On today’s episode Russell talks about what one of his presentations for Funnel Hacking Live and why he is giving it. Here are a few of the awesome things to listen for in this episode:
So listen here to find out what Funnel Audibles is, and why it’s going to be a great presentation.
---Transcript---
What’s up everybody? This is Russell Brunson and welcome to the Marketing Secrets podcast.
Hey everyone, I hope you guys are doing amazing. We are like 5 days away from Funnel Hacking Live. It’s coming, it’s almost here, we’re so excited. I’ve been working early mornings, late nights, trying to get my slides done. But they’re turning out really, really cool.
Obviously most of you are going to be at Funnel Hacking Live, if not you’re insane, certifiably insane. But one of the presentations I was working on yesterday was called Funnel Audibles, which is kind of a fun one. Those of you who are going to be at the event, you’re going to see. I’m going to go through and go deep into this and show numbers and stats and all sorts of stuff like that. But it’s interesting because this is why I think most people fail funnels.
What they do is they go and like, they watch our webinar and they’re like, “Oh this is exciting, I’m excited.” They sign up and they’re like, “Oh I’m going to build a funnel!” and they go in there and they’re like, “Okay, I don’t know what kind of funnel to build.” And then they get confused and they try some stuff, and then they decide on a funnel and they go and build a funnel and launch it and then nothing happens. And then they’re like, “That funnel stuff’s a scam! That Russell has no idea what he’s talking about.”
Together we have 60,000 Clickfunnels members, they’re all full of it, right? All the almost 300 people in the two comma club, and the 17 people in the two comma club X club. There’s no way all of them are really doing what they’re doing. And then they walk away. And it’s sad because it breaks my heart. So that’s what Funnel Audibles is all about.
So what most people don’t know is most of the times when I launch a funnel, guess what? It doesn’t do very good. “But Russell I thought that you were the funnel guy, everything’s perfect.” No, it’s not. This is the difference between and me and everyone else, what happens. I do a funnel, and I do the best one that I know how and so I base it off of things I’ve funnel hacked in the past. Okay, I remember so and so did this really cool landing page, and someone had an upsell like this.
I look at stuff I’ve looked at and try to model it as close as I can and make it the best possible guess that I have. So I create the funnel and then I’m like, okay is it good or is it bad? Now this is what a lot of people will do, that hire me for coaching. They’ll call me and be like, “Hey Russell, what do you think about this? Is it good or is it bad?” I’m like, “I don’t know. What did the market say?” they’re like, “What do you mean?” I’m like, “I don’t know if it’s good or bad. I’m just a dude who looks at what’s proven and try to model it. But I have no idea if it’s going to work or not.” And they’re like, “Russell, you’re the funnel guy. You should know all this stuff.” No, I have no idea.
In fact, I never will review someone’s funnel until, because I don’t want to taint it with my judgment. I know enough from split testing to know that I’m wrong most of the time. So I don’t want to taint it. All I do is I go and let the market vote. I ask the market it’s opinion. I say, “Hey market, does this funnel give you a market that you actually want to buy? And does it convince you and persuade you to do it?” and guess what I don’t do? I don’t ask for people’s opinions. I don’t send it to my wife or my mom or my friends or other marketers that are like, “I would change this and tweak…” and give me all these things that they think, “I would never buy that.” Or all these things.
The only person who’s opinion I care about is my customer and the only way I care about their opinion is not what they tell me in a Facebook ad, “This seems scammy.” I don’t care about any of that crap. The only thing I care about is people voting with this thing right here, if you’re watching the video you can see. The only people voting with their wallet. It’s the only vote I care about.
So I’m going to see, will they open their wallet and pull out a credit card and buy the thing? If they did, that is the vote I care about. So that’s all I do.
So we create something and what I do is usually take about, depending on the offer, but probably around $1000 and we go usually to Facebook nowadays, because that’s the fastest way to test things, I think it’s shifting, but for right now it’s still Facebook. And then we spend $1000 on Facebook and throw it out there and just sit back.
People are like, “What are you doing Russell?” I’m like, “I’m watching. I’m letting the market tell me what works and what doesn’t work.” So I sit there and let the market, and then the traffic starts going through, people are clicking and they go through. They go through page one, page two, page…and I just watch. And this is the hard part because most people are freaking out.
I’ll get a message, “I launched yesterday, what’s happening?” I’m like, “dude, just relax. Just watch.” This is the thousand dollar investment to have the market tell you if your funnel is good enough or not. So you spend a thousand bucks, traffic goes through. Some people are like, “I don’t have a thousand dollars to waste, Russell.” The word waste is the wrong word. You’re spending a thousand dollars on market research to ge the actual market to tell you if it works or not. And they’re telling you by voting with their credit card, that’s the magic.
So I watch it, I let the traffic go through. It may take 3 or 4 or 5 days or whatever. Traffic goes through and when it’s done, then I come back and I look at it. Okay, here’s my funnel. Page 1, page 2, page 4, usually its 4 or 5 pages, the entire funnel. I look at, what percentage of people land on page number one did the thing I wanted them to do? I wanted them to give me an email address, I wanted them to join me on Facebook messenger. I wanted them to give me their credit card. Whatever it is.
And then what percentage of people did page 2, page 3, page 4 and then I just look at that and I literally, we made these score cards last night that I’ll be showing at the event, but there’s this big score card that shows the percentage of each thing. I look at it and I’m like okay, was that percentage good or bad? And at first you don’t know, but after a while you get kind of a gut feeling of, this is good, this is bad, so we look at that.
Then it’s like, okay. Opt in rate was like 11%, that’s really low. So I’m going to change that. And I look at everything else and everything else looks pretty good, so I make a split test, try to the best of my knowledge what things would I tweak and change. I make those changes and then I go back and buy some more marketing research. Spend another thousand bucks or 5 hundred bucks or whatever. I push it and I see what starts happening and let the market go through and I step back and I’m like, okay based on that, what happened? Okay cool, we increased conversion rates from 11% to 28%, that’s pretty good now.
And then the sales page, what’s happening? It’s not high enough. What tweak can we make there? And we tweak it. And we do this process three or four times. And usually in three or four times, we go from a crappy funnel to a winner, winner, chicken dinner. When we get a winner, winner, chicken dinner, that’s when we start promoting it, drive traffic and ads and money and everything. That’s when you start scaling.
But don’t even assume for a second that I just guess and that’s it. I guess and then I have the market tell me, and then I tweak, the market tell me, tweak, let the market tell me, and then I roll out a funnel. It’s the step that everyone’s missing. So we’re calling it Funnel Audibles, and I’m going to be showing an example.
In fact, last night we went through all the database of all the data and I show 5 big tests we did inside of the Expert Secrets book launch, made changes to the average cart value from about $30 to $54. And I show, here’s the first thing we did, second thing we did, third thing we did, fourth thing we did, fifth thing we did. And then I show funnel after funnel, a whole bunch of stuff I did and stuff like that.
So that’s the process guys. So now you understand, those who are Funnel Hacking Live will see me break down our numbers and stuff, but Funnel Audibles. I’m coming to the line of scrimmage, I’m looking around, seeing the tweaks and changes and making them based on that. Dave’s in there dancing.
Alright, I gotta go. I gotta go finish that presentation and five others on top of that, that’s 6 presentations. Anyway, I appreciate you guys. Funnel Audibles, it’s the key, it’s the secret. It’s how you go from good funnels to great, from bad funnels to good and from wherever you’re at to where you want to be. Learn how to do it, master it and have fun with it. Thanks you guys, appreciate you all and I’ll see you at Funnel Hacking Live. Bye everybody.