Ep 09 - The Follow-Up Funnel (Where Money Is ACTUALLY Made!)

Welcome to the Traffic Secrets Podcast. Here you will learn the secrets to get tons of your dream customers, AKA traffic, to any website or funnel. It'll also help you to massively grow your fans, followers, and customers. I'm your host Russell Brunson. Now let's get started. Hey everybody, what's going on? This is Russell. Welcome back to our time we get to hang out every single day and talk about traffic and funnels and all the good things. Grateful to be here with you all today. While people are getting on, just wanna check in and see how everyone's doing during this time of quarantine. Are you sharpening your saw? Are you perfecting your business yourself, your skillset? Or are you Netflix and binging? Or are you doing both? We got Netflix and binge or FunnelFlix and build, so you can do either one of the two. Now it's been fun, we've been doing a lot of publishing, a lot of writing, a lot of working, getting stuff done, prepared, driving a lot of traffic, it's been a fun, 2 weeks while we're sitting here in our houses, and hopefully you guys are all taking advantage of it. But at the same time, I'm not gonna lie, my wife and my kids and I have been doing some Netflix and chill as well. We've been watching The Avengers, or the Marvel entire series from the very beginning in chronological order. So we started with Captain America, which took place in the '40s, then Captain Marvel, which was the '90s, and then from there it was Iron Man, and then The Incredible Hulk, which by the way was the worst of all superhero movies ever, so we had to watch it 'cause it's in order. Then we watched Iron Man Part 2 last night, and then today we're gonna go and watch the first Thor. So that's what we've been doing, but it's all preparing for something very important, which is Avengers: Infinity War and Endgame, where, those of you who might be superhero nerds, whoosh, this is where Thanos comes with the glove, and he snaps his fingers, and half the world disappears, which has to do a lot with this book right here that we've been reading, Traffic Secrets. That's why I'm showing you guys that as well. The good news though is that just like the way that in Endgame they beat Thanos, Iron Man gets his own glove and that's how he ends up winning. So this glove right here is the equivalent of the Traffic Secrets book. This is Zuckerberg and the coronavirus. So anyway, all right, now that I've kind of geeked out and embarrassed myself for everybody, you guys are here. You guys ready to have some fun? All right, all right, well I'm excited. So we're gonna be talking today about Traffic Secrets book. If you don't have your copy yet, what are you waiting for? Do you hate money? Do you hate traffic? Do you hate changing the lives of your future dream customers? If so, then don't get the book. But if you like money and you want to grow your company and you want to change the lives of your dream customers, you should go to trafficseekers.com and there's the page back here where you can go and you can get a copy of the book. So the headline says, "The new free book shows 20+ virtually unknown secrets to get tons of traffic to any website or funnel." And for those of you guys who are like, "I don't have a website or funnel," but I'm a YouTuber, it'll help you grow your YouTube channel. If you're like, I don't have a website or funnel, but I wanna be an Instagram influencer, it'll help you grow your Instagram following, your Facebook following, your TikTok, your, like, they can build your following. Any reason why you need traffic, that's what this book is for. If you wanna, again, grow your following, get more fans, more subscribers, more customers, more buyers, build an email, like all those things, this book, it does that. That's what it teaches, that's what it shows you. So anyway, I hope you guys love it. So, someone said they're OCD. All right, someone's OCD's killin' 'em 'cause my cover's open, all right. There you go, now you can pay attention without stressing out because my cupboard's open, so. It's amazing. Alright, okay, so we're gonna jump into the book again today. Hopefully you guys have had a chance to be reading it or listening along. Obviously we're in pre-launch right now, so the book doesn't ship till May 5th, so we're about a month away from the book shipping, but for those of you guys who are my super nerds, you can actually listen to this right now. The audiobook is in the funnel, so you get the book for free plus shipping. There's an order form bump where you can upsell and get the audiobook. And I spent 3 days in a studio for you guys reading this book. I actually spent 7 days, 'cause I spent 3 days reading this, 2 days, 2 days, 3, 4, 5, 6, 7, yeah, 7 days. 7 days in a studio reading all the audiobooks, which they're all available inside the funnel. You can get 'em, you can start listening to this stuff right away while you're waiting for these to be shipped out to you if you don't have 'em yet. And I told you guys yesterday, I said if you buy this book right now, go download the audio and go listen to it, you can get the entire thing read before we show up today. So now we're here today, how many guys did that? How many of you guys listened to the entire 7-hour book and got all this information now inside of your brain? Okay, some of you guys have already done that. So if you have, congratulations, you took advantage. If not, that's what today is for. Today is to go get your copy of the book at trafficsecrets.com. Sorry, my gloves are making noise over there. Trafficsecrets.com, and then you can start listening to the audiobooks when the order form bumps. There's also a bunch of crazy bonuses and stuff. But, alas, I'm coming back to today. We wanna start reading. Someone said they need it in French. We are gonna get these all in a whole bunch of languages very, very soon, so it's happening, do not worry. Okay, so Traffic Secrets is book 3 in the trilogy. I wanted to be like Harry Potter, so we got a trilogy, made a box set, it's really exciting. For those who've been wondering, how do you get a box set? It may or may not also be one of the upsells inside the funnel, so regardless, you should go hang out in the funnel and check it out. Also, we launched this funnel on like day 1 of a nationwide quarantine, which, in theory is the worst possible time to launch a funnel or a book. But a couple things, number one, this book is very, very timely. In fact, it's crazy, if you look at the introduction, the introduction says, introduction, there's a storm coming. I literally wrote that 18 months ago, not knowing that when this book came out we'd be in the middle of this storm. So, it's kinda cool. I lost my train of thought, I was gonna give you two things, I can't remember what the second thing was. That's number one, number two, yeah, I can't remember. There you go, oh yeah, we launched in the middle of the thing. So number one is it's very timely, it's like the book that all of us need right now, right? Like traffic, customers, this is the life preserver for all of our companies. So now's the time to be sharpening your skills so you can have a life preserver. And then number two, it's the highest converting funnel I've ever done. And I've been doing this game for a long time. And so if you wanna see a really good funnel, you should go through and buy Slowly and watch the process. So, alright, that's it you guys, you ready for this? So yesterday we talked about, The third type of traffic, okay? Who here's been paying attention over the last couple days? I said there's three types of traffic. First type of traffic is traffic that you, okay, fill in the blank, who's paying attention? This is all in secret number, when you get your book, secret number 4, we talked about two types of traffic. Number one is traffic that you, who's paying attention? Put it in the comments down below. It's traffic that you earn, right? So you go out there and you earn the traffic. Traffic number 2 is traffic that you control, so you're buying traffic. And the third type of traffic was traffic that you own, that's what I talked about yesterday, your own email list. How do you build your list and how important and vitally, like why that's such a big part of it. So today we're gonna be moving into secret number, drum roll please, secret number 5. Oh, I just skipped past it. Secret number 5, which is follow-up funnels. Follow-up funnels are fun because Secret 5, follow-up funnels. So, follow-up funnels are interesting because most people see my funnels online, right? Like, you see the stuff that's out there and you're like, oh, that's how Russell's making his money. I figured it out. But what you typically see is just the tip of the iceberg. You see the front-end funnels, but the follow-up funnels is where the money's actually made, which is kinda interesting. So, if you look at this, on page 89 inside the book, I break down 1, 2, 3, 4, 4 different, 4 different front-end funnels that we have. You guys have probably seen it, and you've seen them out there. I took a 30-day window just to show you. I wanted to show people, like, in 30 days is how much each of these different funnels make, right? So the first one is the DotCom Secrets free book funnel. When I took the snapshot, it's a 30-day window, and that funnel generated 5,410 leads. We sold 2,395 books. The average cart value is $30.81. So our gross, uh, sales, we made $73,789. $73,789.95. Our ad spend, we spent $69,226.31. So our profit from that one funnel was $4,763.64, okay? So I kinda walked through that one, I show that funnel, I show funnel 2 was 100 Split Test Book, number 3 was the Perfect Webinar free plus shipping funnel, and number 4 was the old Mark in Your Car MP3 player. So I broke down those 4 funnels, show the stats and numbers, and when you add 'em all up, Those 4 funnels made, in that 30-day window, made $142,000, but our ad cost was $128,000, so when you take it all away, our total profit was $14,470.69. So if you look at that, those are the funnels people see outside. You'd be like, Russell, how in the world do you have 400 employees, you're not, like, and you only made 14 grand, you're in big trouble, right? You're gonna lose your entire company. But that, the problem is like, that's the funnel, that's what people see. But then there's this second funnel, it's an invisible funnel, no one really talks about it, no one sees it, it's not visible, it's like, it's the rest of the iceberg. All the stuff below the surface that people don't see is the follow-up funnel. And so I took that same, the customers that came in during that 30-day window from these 4 funnels, I then extended that over, or I wanted to see it over the next 30 days how much money came from those customers inside of the follow-up funnel. So the follow-up funnels are how do I follow up, what are the emails I send, the text messages, the Facebook Messengers, like all the things that are happening off the funnel, right, the follow-up funnels. What's crazy is we did that and for every $1 we made inside of the actual front end funnel, we made $16.49 in the follow-up funnels over the next 30 days. You guys getting that? Like that's the secret. That's the big thing. That's why yesterday I talked about why it's so important and why it's so vital to have your own list. 'Cause that's where the money's made. I don't make money in my funnel, like my book funnel here. Like I don't make very much money. This is, my goal is to make this funnel break even. Someone comes through, they buy the book. They go through the upsells, the downsells, all sorts of stuff like that. And so they go through that, and after they have it, again, my goal is to break even and then get you as a customer, and then I start serving you, okay? And if I serve you well, then maybe you'll buy another book, you'll buy an upsell, you'll buy ClickFunnels, you'll buy coaching, you'll go to an event, like all the other things happen if I serve you well in the front end, okay? And if you've gone through the DotCom Secrets book, you know my strategy on value ladders and things like that, like these things all tie into it, but I want you to understand that for every dollar we made on a front end funnel, we made $16.49 in the follow-up funnel over the next 30 days. That doesn't count the next 60 days, 90 days, lifetime, but that's where the money's actually made. In fact, if you look at, I don't know if you can see this image here, if you're listening to the podcast version you won't be able to, but on page 91 of the book you've got this image here where it shows here's traffic that I earn and traffic that I control, right? I'm driving all that into front-end funnels. The goal of front-end funnels then is to get people to join a list. Now they're on my list, now I send them emails to ascend them up my value ladder, okay? And that's where the majority of the profit and the money and the money comes from. So, alright, so follow-up funnels. Now, there's so many things, so many cool things in this chapter. I could spend like a couple, 2 or 3 hours just going through, just going through this. I think the best thing to share with you guys that'll get you the most excited to go buy the book, okay, I'll share one kind of concept. So if you're buying your way in, right, and let's say you're paying for ads, you gotta pay, you're paying ads and you're paying for every lead, right? And that sometimes is scary. And so a good lead cost honestly is like $3 per lead. That's like a good thing. So, you know, if it's higher, if it's less, but like $3 is a good cost for a lead off like Facebook ads or something, right? So say I go and I spend $3, I get someone to opt in to my list, I paid $3, I got a lead. Now that may freak some of you guys out, it's like, well, so if I want 100 people on my list, this is gonna cost me $300. I want 1,000, it's $3,000. $10,000 is $30,000 and you freak out. And the answer is yes, that can be kind of scary. But a couple things, number 1, if you listened to yesterday's I talked about the value of a list. I said on average you should make on the low end $1 per month per name on your email list, okay? So that's on the low end. So that means if you spend $3 to get a name on your email list, within 3 months you'll break even, right? So, think about that with real estate. People I see all the time who go and they'll buy a house and they'll, Spend, you know, a quarter million dollars to buy a house, put a renter in there, hopefully it'll cash flow $500 to $1,000 a month, and that's the business model, right? Here it's like I can go spend, you know, I can spend, let's say, I don't know, let's say $3,000, 'cause numbers are easy, $3,000 on a list, that gets me 1,000 people to join my list, and I average $1,000 per month on that list, means in 3 months I break even, after that it's all pure profit, right? So that's the thing to start understanding in the math of this whole game. The other thing is if you spend $3 for a lead, but if you put them through like a funnel, like a book funnel or a break-even funnel, you can break even. So you spend $3, you make $3, you get a lead, and now that person's gonna average you $1 per month on your list as long as they stay with you. And that's really the big secret, okay? And so, anyway, so for example, what might happen, again this is, if you are looking at the books on page 96, if you're listening audio, you'll just have to trust me, but you spend, let's say, $3 in ads, I drive them to a landing page, they opt in and I get an email, I get a human, right, a customer. Now this person, I lost $3, I haven't made any money yet, right? Then on the thank you page I send them a couple emails to build value and build a relationship, I'm still negative $3, right? So the first 3 emails in the follow-up funnel, for example, maybe I don't make any money. So I'm still negative $3 in the hole, I'm like, ah, I'm $3 in the hole, but I'm building a relationship with this person, they get to know me, we become friends, they trust me, they keep opening my emails. Then from there, in the next, The next thing, I shift over and I start putting them into my first funnel, right, which let's say in this example in the doodle I have a book funnel. So I send out some emails and say, hey, you should buy my book, and then email 2, buy my book, buy my book, and they go through this book funnel and I make some money from them, right, and say on average I make $1.50 for every single person in my email list that goes through here, they drop out, so I spent $3 on lead initially, I've made back $1.50, now we're halfway there, right? Then after this funnel's done, then the next funnel, my follow-up funnel, I push here and I start promoting my webinar funnel. I send email 1, 2, 3, and boom, after the webinar funnel, then they break even and we start making money, okay? And so, somewhere in this line is like your break-even point. Somewhere in the follow-up funnel. And so what's nice about this is you can say, I'm gonna spend $3 in ads, I'm gonna have 10 emails go out, and I know that on average by email number 3, I break even, right? I spend $3 and every email I make a little bit more, a little bit more, and by email 3 or email 6, whatever it is, that's my break-even point, and then everything after that is pure profit. Okay, I don't have to go pay, Facebook or Google again to get that traffic. It's there, I'm getting paid for that forever. And that's the big thing to understand, that's the big secret. That's how follow-up funnels work. And I talk about multi-dimensional follow-up funnels, how to weave in other things like retargeting and messengers and text messaging, a whole bunch of other cool things. Alright, I got one more thing I wanna share as it relates to follow-up funnels, 'cause I think this is kinda cool. So in every type of selling, there's always 3 closes. Who here knows what 3 closes are, by the way? I'm curious. There's 3 closes, okay? And there's one that's good, there's one that's also good, you know, there's like the best one, the next best one, the next best one, okay? So if you go to page, when you're there, you got page 98, these are the 3 closes. So the first one is the emotional close, second one is the logical, and the third is fear. Okay, so you go emotion, logic, fear. And so you'll see this everywhere, like again, an example here, this is a landing page. On the landing page, look at the top third of my landing page, an emotional argument, the video's emotionally speaking to them. As you scroll down, there's the logical arguments, and the bottom are the urgency and scarcity. So I go emotion, logic, fear. In fact, if you go to trafficseekers.com, you click here, watch the video, it's a very emotional video, you scroll down, in the middle of the page you'll see all the logic, and the bottom you've got the fear, urgency, scarcity. So emotion, logic, fear. That's all happening on the page as you go here and you scroll down. Okay, and so that's the process. If you look at how I do my webinars, I lead with emotion, then follow with logic, and end with fear. Look at my follow-up funnels, it's always emotion, logic, fear as well. And so when I'm building out my follow-up funnels, There's a sequence I take someone through. They come and they join my list, right? And then whatever product or service I'm selling, I start with my emotional emails, trying to sell them emotionally, that's me telling stories. All this stuff you learn in Expert Secrets, right? Telling them stories, things like that. From there we transition to the logical, 'cause again, I say, I think I have the numbers here, it's like 50% of your people will buy emotionally, right? Yeah, 50% of people buy emotionally on average, so we lead with emotion. Then from there, people that are emotionally touched but they're logically trying to convince themselves, That's the next 30% you gotta convince are through logic, okay? And then there's some, there's like 20% of people who won't buy no matter what unless you're gonna take it away from them. And so then urgency and scarcity, when you pull it away from them, that's when the last 20% buy. So if you just do emotion, you just do logic, you just do fear, you miss the whole, you miss huge segments of the market. But if you go from emotion to logic to fear, then you're hitting all the different pieces, okay? So in my follow-up funnels, that's what I'm doing. My first set of emails are all emotionally speaking. They move to logical arguments and then we end with fear, which is urgency and scarcity. So emotion, logic, and fear. And when you start understanding this process of emotion, logic, fear, you start seeing this pattern everywhere. Again, you'll see it on landing page layouts. You see it in sales videos. You see it in webinars. You see it in follow-up sequences, follow-up funnels. You're gonna see it in launch sequences. Like the entire launch sequence is gonna be emotion, logic, fear, right? If you watch this launch so far, right, I led with emotion of like the big buzz and the excitement and like the video never got crazy and all the emotional buyers bought day one. Day 1 we sold 50% of our books so far got sold on day number 1. And then it's like all the people are like, oh well, I don't know if this book's really for me, I don't know if whatever, and all the logical buyers are coming in like, well I'm not sure, I'm not sure. So now I'm doing what? Every single day I'm going live, I'm logically speaking, I'm reading parts of the book, I'm logically explaining why this would actually work for you and for your business. And every single day another percentage of you guys are like, oh, I get it now, Russell's logically convinced me now, I'm gonna go to trafficseekers.com and buy., right? And then eventually we're getting towards the end of this promotion, and I'm gonna have some fear. We're gonna pull this away. This offer will disappear. And then you're like, I didn't get the book! And you'll freak out like, Russell, why did you? And I'm like, dude, I told you, I went live every single day for like 3 or 4 weeks. I did everything. I sent out a million emails. My affiliate center emails have been buying ads. Like, I spent millions of bucks trying to get you to buy this book, and now I'm pulling it away. And like, for 20% of you guys, that's when you all buy, is like when I pull it away. For some reason, you're like sitting here listening to me, you're waiting, like someday I'll get the book, but not today, until I decide to pull it away. And when this book funnel's about to disappear and your option to get the book's gone, that's when the final, like, whatever percent will finally go and do it. So you have to understand, it's going emotions, logic, and fear. And so, that's the sequence of every single follow-up funnel, but that pattern you're gonna see over and over and over and over again in all marketing, all sales, and so it's important to understand it, 'cause when you understand it, then you can use it in everything that you're doing. Ah, there's so many cool things in here. Wish I could show you everything. Ah, this is, I'd have to geek out for like 2 hours to get into this, but on page 102, for those of you guys who are like, How do, how do, how do follow-up phones work with like daily Seinfeld emails versus soap opera sequences and things like that and the value ladder. So like, here I sketched out for the more advanced readers, this is like the value ladder, how it works, where you weave in your soap opera sequences, where the daily Seinfeld emails fit, and how you move people from emotion logic fear in each step of the value ladder. So, this is for the more advanced users when you get to the book and you read page 102, it'll be like, the light bulb will go off and you'll finally be like, oh, that's how it works for people like me. Anyway, I hope you guys are enjoying this. It's been fun going live every day with you guys. I hope, yeah, if you guys like this, I'll keep doing it for a while. But what I would do if I was you guys right now is I would go and get your copy of Traffic Secrets, okay? All my emotional buyers already bought it, so thank you very much. The logical ones now are like stewing on it. You're like, ah, is it really gonna? And this is my answer for you. It's $10. I literally took away all the fear for you. You just cover the shipping and handling. I paid for the book. These things are huge. This is, it's like 350 pages. If we do the math, you're paying $10 shipping and handling. You're paying like, is that 3 pennies? 3 cents per page? 3 cents per page! You know how much effort every page, it took like 2 days to write every single page of this thing. So you're getting my time at like 3 cents, like half a penny an hour. A half a, no, it's like a tenth of a penny an hour is what you're paying me to give you all this stuff that I killed myself on. I literally bled out of my finger. I didn't literally bleed out of my fingers, but it felt like it, 'cause I was typing so much and editing so much, and early nights and late mornings, no, late nights and early mornings writing this thing for you guys, and it's here, and so anyway, I'm teasing you, but you should just go get a copy of it. It's in pre-order right now, so the books don't ship for another month or so, but you can go get the book. The audiobook is available as an upsell, so you can get the audiobook, so you can start listening today. I spent 7 days actually in a studio, but 3 days just reading Travis Seeker's book. You can start listening to this, it's 7 hours of audio. You can download, you can go buy it, Download the audiobook right now, listen to it so by this time tomorrow the entire book could already be in your brain. There's also a PDF that comes with the book that has all of the images and the doodles, you can go and like geek out and be like, oh cool, I can see what Russell's talking about here, and so the doodles are in there as well. And then for those of you guys who are looking for this entire box set, 'cause you're like, I want the entire trilogy, 'cause you heard that I rewrote DotCom Secrets, rewrote Expert Secrets, and the new Traffic Secrets, plus this Magic Unlock Secrets book, this box set you can actually get as one of the upsells. So if you buy the book, not if, when you buy the book, the upsell will be like, hey, do you want the entire box set? If so, you can get that as well. This also ships in about a month from now, but it's worth it. This thing is like, so fun. Ah! Anyway, I'm excited for you guys to get this. You're gonna love it. Anyway, there you go. All you gotta do is go to trafficsecrets.com. Thanks, you guys, I appreciate you hanging out. It's been so fun. If you have any questions, comments, concerns, let me know in the comments down below. We'll try to answer 'em every single day as I'm going through this. Anyway, you guys, be safe. I know it's crazy times. I know there's a lot of fear. There's a lot of scared, like scary stuff happening, uncertainty. The biggest thing you can do in times of uncertainty like this is to sharpen your saw. You look at the biggest companies right now in the world, all were built during the Depression, all the biggest Inc. 500 companies. During the last recession, 2008, is when all of the companies that you know now started. So if you're in this fear motion, it's like, okay, it's okay to be scared. Understand that, in fact I'm doing a Facebook Live on Saturday to kind of address some of this stuff with the entire ClickFunnels community, but it's okay to be scared. We're all nervous. My wife's nervous, my kids are nervous, I'm nervous, it's okay. But it's not okay to be so nervous you just paralyze. Be nervous, but then keep moving forward, 'cause now is the time to create and to serve and to make stuff that's amazing. When you do that, it can literally change lives of the people you've been called to serve, and when you do that, the weirdest thing is it changes your life as well. Get into an active service, go live. You guys, your people need you, they need to hear you publishing. When you get the Traffic Seekers book, I'm gonna talk about how one of the challenges in here is you gotta start publishing every day for a year. You should start that now. I've been publishing every day for like, I don't know, 8 years now. And I'm going even double down right now. I'm going live every single day with you guys, okay? Trying to give you guys some faith and some hope of the future because if we all are just in fear and stuck, it's not gonna be good. So now is the time, you guys, like, when you get done with this, open up your Instagram, open up your Facebook, go live to your people. And maybe you only got 2 people following you, that's okay. They may need to hear your voice right now. This is your chance to start finding your voice and start becoming a leader and a servant. And so step up and be willing to do that. So there's my challenge to you guys. We'll get deeper into that as well because that's part of the challenge, you guys. It's time for you all to step up and start sharing and speaking and give people hope in a better world because this world's amazing. And it's amazing, this blessing to be able to stay home right now with our families and. And if we get sick, that'll suck, but you know what? I have a strong belief that none of us on this planet will stay on this earth one second longer or one second shorter than the Lord wants us to. So we shouldn't fear too much because it's all part of the plan. So, alright, appreciate you guys. Thanks so much for everything. Get the book, trafficsecrets.com, and I will see you guys all mañana. Bye everybody. I hope you enjoyed this episode of the Traffic Secrets Podcast. If you want to learn more secrets to getting traffic to your websites or your funnels, then I want to give you a free copy of my brand new best-selling hardcover book called Traffic Secrets. Now, I already bought a copy of the book for you. I just need to know where you want me to ship it. So go to trafficsecrets.com and let me know where to ship your free copy today.