Changing From Improvement Offer To New Opportunity

Welcome to Marketing in Your Car, the podcast for funnel hackers everywhere. You're now part of a small group of underground entrepreneurs who are trying to change the world through the products and the services that we believe in. But because we don't rely on venture capitalists, we don't have financial safety nets. So we have to do things differently. We have to do things smarter. We do that through an art and a science we call funnel hacking. This podcast will give you a glimpse at the daily life of a funnel hacker.

So let's get started. Hey everyone, this is Russell. Welcome back to Marketing Your, actually it's like Marketing Your Closet. So I would do it in my car, but I tell you what, things are going so crazy right now, getting ready for the event that I don't even, yeah, I'm not even heading into the office for a little bit here. But I'm getting dressed in the closet, so you're gonna hear me talk in here, which I hope is okay, 'cause I have something cool to share with you. So if you've been following along for a long time, or if you've, Most of you guys haven't read the book yet 'cause it's not out, but yesterday we actually got the, from the publisher we got back the guts of the book, like the finalized design guts. We had to go through it last night, so Dave was up, we were at the office till 3, 3 or 3, I can't remember, 3 or 3:30, something like that last night. And he went through the whole thing, there's like 10 or 11 little edits. So I sent that back in, which means now we can get the books printed, which means we're gonna be able to sell these things on time, which is insane. So that's all happening, which I'm excited about. And in the book, I talked a lot about this earlier while I was writing on the podcast, for those who are listening along as we go. Talked about the foundation of building a big mass movement or culture. There's 3 things, right? There's charismatic leader or attractive character, number 1. Number 2, there's the future-based cause. And then number 3 is a new opportunity. I talked about how like, How you can't create improvement offers. If you created something that's an improvement, teach people how to become better, then you automatically disclude 98% of the world's population, which makes it really hard to sell. So if you struggle with selling, it may be because you're selling improvement. People do not want improvement. The masses don't. They want a new opportunity, so you always create an opportunity. So last night, the presentation I was working on was to show Actionetics. And if I ask 99% of people who have ever heard of ActiveX what it is, they say, oh, it's an email autoresponder, right? And so as I'm working on my presentation yesterday, I'm like, well, if I call this an email autoresponder, like, what leverage do I have? The only leverage is to say that this is a better, er, a better autoresponder. And by saying better is now an improvement offer, which means 98% of the world's population will no longer care about it. Including people in my market. The only people that care are the 2% who are actually looking for improvement. And so if I pitch that way, I go against my own rules. So because I try to practice what I preach at all times in all situations, I spent the last almost 2 days now trying to figure out how do we position this presentation and the tool Actionetics as a new opportunity, 'cause it is. Forever, we're trying to figure out the title of my presentation and then the hook and the angles, all sorts of stuff. And so, anyway, it's kinda cool. Literally, I spent, I think I told you this yesterday, like 8 hours figuring out the headline and the title. And Steve Larsen had a burst of inspiration after all of us were sitting there trying to figure it out. And I had like email funnel secrets and I had email funnels and I had all these things, so I was like, anyway. And he came up with this idea, this name, which was follow-up funnels. And like I heard the angels in heaven singing, oh, like that is it, that's it. Like it's not, 'cause Actionetics is not an email autoresponder. Like that's, it's like, like if I was Actionetics, you're like, hey, you're an email autoresponder, I would beat 'em up. It's like, no, I am so much more than that. But that's how you classified me because you're trying to, makin' an improvement, like you're a better version of an autoresponder, which is true, but it's not what it is, it's different, it's a new opportunity. It's a follow-up autoresponder, all sorts of follow-ups, right? And so, after we got hooked in, we started looking, and in December, we found out, went through all of our front-end funnels, for every $1 we made in the front-end funnel, we made $16.73, somethin' like that, in the follow-up funnel, which is insane. 16 to 1, more than that. And I thought that was a typo, or I thought that we did the stats wrong, like 10 times, and no, we made 16 times more from the follow-up funnel than we did from any of the front-end funnels. And, which is crazy. And the front-end funnels, I think we spent $80, like $85,000 in front-end funnels, we made $96,000, we made like $11,000. And that was it. And then, yeah, anyways, it's crazy. So, started going to follow-up funnels, I started like show, like, doing this presentation and showing how this is not an improvement, this is a new opportunity. How like, autoresponders, email autoresponders, like that's an old, dead idea and concept. Like it's from 1998. Like, the future is follow-up funnels. And Actionetics is the tool, the only tool that can do that. Because this is legitimately a new opportunity. It's a blue ocean, it's all these things like, there's no other service that can do what Actionetics does. So people compare like head-to-head the email autoresponder, it's like, okay well these ones might have more features, they may, from an email autoresponder standpoint, it may be a little bit better. Okay, anytime you have ER, it means it's an improvement offer. But that's not what we're talking about here, we're talking about a whole new opportunity. Email's like 1/10 of the equation, it's the rest of this stuff. And so I'm actually gonna be showing in the presentation everything, like when someone comes in, how ActionX, like you can do Facebook follow-up autoresponders, changing the pixels, changing the track, the images, like based on where in the funnel they're hitting. We're showing how you can change the message based on who they are, how the funnel dynamically changes, how somebody leaves, they can come back because of sticky cookies and buy 6 months, a year, 5 years, 10 years later, not even have to put their credit card in. There's so many insanely cool things that Actionetics does, 'cause it's not an email autoresponder. It is a new opportunity, it is a follow-up funnel, and that's the magic. So I just wanna share that because it was like a big, When I got that, I was like going crazy. But you gotta look at everything you're selling, guys. Like if you looked at me, if I looked at myself 2 days ago, I'm selling a better email autoresponder. Look at myself today, I've created a new opportunity and it is, that's what Actionetics is. So those of you guys who are gonna be at the Funnel Hacking live event, day 2, which is what, Wednesday morning? I'll be giving that presentation and I spent almost 48 hours straight on this stupid thing. And it's still not done. So I'm going in right now to go finish it off. And then I got 2 more presentations after that. So we're getting down to the wire, but what's coming from it is legitimately amazing. I cannot wait to share with you guys. So that said, I am done. I'm getting outta the closet. I'm coming outta the closet. No, not like that. I'm literally walking outta the closet and into the bathroom. And I'm gonna go get my hair done and head out 'cause I got a call with Caleb Maddox and Emily. Shai, Shay, I always say her name wrong, Emily Shay in 15 minutes. So if you're watching Facebook Lives, come check it out, we're doing Facebook Lives with all the different speakers and telling our stories and it's been so much fun, had so much fun with this so far. So come hang out with us and I'll see most of you guys at Funnel Hacking Live. Thanks everybody and talk to you guys soon.

Thanks so much for listening, we hope you enjoyed the behind the scenes look at our Funnel Hacking projects. You can also watch the Funnel Hacker online reality show and watch us build and launch funnels live www.funnelhacker.tv. If you'd like to come hang out with your fellow funnel hackers, come join our Facebook group at www.projectclickfunnels.com. Oh yeah, and don't forget, you can get a free MP3 player with the first 257 episodes preloaded at marketinginyourcar.com. Join us next time, and remember, you're just one funnel away from your dreams.