HOLY CRAP… Step Back

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 everybody, good morning. I hope you're as excited about today as I am. If not, we gotta wake you up. What should we do? For me, if you guys want to know, there's a song that instantly gets me in state every time I listen to it. It's Seven Nations Army by the White Stripes. That song is amazing. So if you're down right now, go get your Spotify account or go search YouTube or whatever, look for that song, play it, and it will wake you up and get you ready for war. It does every single time. In fact, we listen to it multiple times throughout the day. Every time I start like, my energy starts getting a little sluggish, the white stripes bring me back and I'm ready to march on. So there you go, there's one of my tricks. Alright, so today I wanna talk about something that's so interesting. Okay, so I've been selling ClickFunnels for a long time, right? 2 years, been my focus, been selling it and selling it, and we've done pretty okay, okay, we've done amazing with it, I'm not gonna lie. I'll pat myself on the back, I am proud of what we've done, and we are taking over the world, and it's been really, really fun. We are stealing all of LeadPages' customers, which aren't even, it's not even a goal for us anymore because pretty sure we passed them in revenues and members and all that kind of stuff, so that's awesome. Target number 1 done, that was easy. Now we're going after Infusionsoft, which is the next thing, and they are scared of us, they keep us out of their partner con 'cause they're like, oh no, you guys are competitors, you're stealing all of our customers. I'm like, dude, what do you guys expect? Your software sucks, right? So that's target number 2. I say give us a year, we'll pass them, and then we're gonna keep on going. So it's been really, really fun, right? Having the time of my life, and it's been, It's been amazing. So, with that said, I don't know about you guys, but sometimes you get so close to your own project that you miss it. Okay? I'm curious how many of you guys have felt that way. For the last 2 years, my argument that I've been selling against has been that funnels are basically like the evolution of a website. Like, the death of a website was one of our promotions. Like, website's dead, here's a funnel. And I kept like trying to tie these two things together, like this is a website, this is a funnel, because in my mind they're both online properties, right? And so that's the way I've been arguing it, like trying to convince people and like, when I tell people, I'm like, oh, you know what a website is, right? Well, websites are dead and this is the evolution, it's called a funnel. And I keep going to this thing, and 'cause I thought that was the right way to sell it. And it's so funny 'cause when you guys read the Expert Secrets book, which is coming soon to a funnel near you, It's funny, we have a whole section in there about how to structure offers the right way. And we talk about how to build a culture. And in there we talk about 3 things, there's 3 things that have to happen to become a vehicle of change. So to become a culture, to become a vehicle of change, there's 3 things that have to happen. Number 1 is a charismatic leader, the attractive character. Number 2 is a vision of the future. And then number 3 is a new opportunity. Okay, there's been no mass movements ever created on an improvement. Perry Belcher calls them improvement offers. They're not like an improvement offer like, "Oh, hey, you're going to do this thing better." An improvement offer, first off, they're very, very, very, very, very, very, very hard to sell. Second off, again, you can't create a movement around that. Nobody gets excited like, "Oh, this is a better way to do a website. Woo!" That's not the movement. But that's what I've been pitching it and talking about it and coaching on it. That's what I keep talking about. What I realized is, so actually let me step back. So it's been fun, we're working on, I think I told you guys before, we're working with the Harmon Brothers, they're the guys that did the Squatty Potty commercial and FiberFix and a bunch of other ones. Anyway, their FiberFix video went crazy viral but the funnel wasn't converting so we just rebuilt it all for them, launched it, and it's been live for like 12 hours and so far we're like more than doubling their old funnel which has been awesome. So that's been really, really cool. We were trying to think about like, 'cause we wanted to work with them 'cause we wanted to do a cool video, like a Squatty Potty commercial for ClickFunnels. And we're like, how do we do that? So me and my team, we sat there in a room for probably 3 or 4 hours trying to figure out the coolest way to pitch it. And like every argument kept coming back to like website versus funnel, website versus funnel. And like, and it was like hard, we could not figure out the right hook, the right angle or anything. And like 3 hours into this, I think it was by the time like, you're like in so much pain because you can't figure out the right answer. The answer that like your defenses start going down and you stop trying to think you know everything and all of a sudden like that's when the magic happens, right? Which is sometimes why brainstorming sessions are so important. We come in with our own ideas and our own thing we want to do and then it doesn't— no magic happens until we've broken through and realized like you've got through your pride and you're like, "Huh, I got to humble myself to figure the answer to this one." So we're at that point and all of a sudden I'm like, "Hey, you know the book that I'm writing, chapter 6?" I'm like, the way we're pitching this is this is an improvement offer. A funnel's a little bit better than a website. That's not sexy, it's not motivating, it doesn't do anything for anybody, right? And I thought, you know, for an entrepreneur, like a funnel is a new opportunity. Like, I'm gonna use a bad word, but screw websites. Like, website is this dead, antiquated thing that's stupid. Like, I'm not comparing it to that 'cause it's not, I mean, you can still have a website if you want, whatever. Like, that's not our goal. Our goal is to build a funnel. Like, it's a whole new opportunity. This is a thing that you can plug into any, You take a funnel, you take any product, you plug it into a funnel, and boom, it's not a website. A website does not do what a funnel does. It's completely different, right? This is a new opportunity. Like, what's the difference between a website and a funnel? They're completely different. A website's some stupid thing you have over here that looks good. A funnel's how you make money. And positioning it as a whole new opportunity. Now when we did that, the coolest thing about it is that no longer do we have to ever make the website of, or the argument of website versus funnel, 'cause it's irrelevant. I'm not trying to improve upon the website. I'm talking about this new opportunity called the funnel that if you are an entrepreneur or a wannabe, whether you're a beginner entrepreneur, startup, whatever that is, this funnel is the new opportunity. Like when you understand the power behind this, it changes everything. And when we did that, it was like, oh, angels singing, lights come on, and within like 15 minutes we had the perfect script, idea, concept, which we are working on right now, and it's so exciting. I think I told you guys before, like we're trying to get Jon Heder, the guy who played Napoleon Dynamite, to be in the video. I don't know if that'll happen or not, but if we do, it's gonna be amazing. So anyway, I just wanted to share that with you guys because my guess is that like me, many of us are so close to our projects that we're presenting it wrong. We went from 10,000 customers year one to our goal is 30,000. We should hit that. We're pretty dang close to that. We got a couple months left. We should hit $30,000. Our goal for next year is to 3x again to get to $90,000. And if we're completely honest, $90,000 is lame. I want $100,000. So more than 3x next year. It's like, how do we do that? Well, we've got to change the conversation. And it's moving away from this, this stuff like that and transitioning over. So transitioning to this new opportunity and explaining it to the right market that way. And that's the magic. You know, in the DotCom Secrets book I talk about like hot traffic, warm traffic, cold traffic, right? So hot traffic, those guys bought ClickFunnels because it was easy, right? Warm traffic is where we spent the last 2 years, is like people that are already kind of entrepreneurial and already doing stuff online. How do we convince them that this is the this is the solution to their answers. And now our next phase to be able to get to 100,000 is how to take it out there to people that don't even know this is a problem and presenting them with this new opportunity. And when we do that, that's the magic. That's where it comes in like, wow, I didn't even know funnels were a thing. Now that I see that, my eyes have been opened. I have this vision of the future. And if there happens to be a charismatic leader involved, now they're part of a cult. And that's the goal now. So I'm excited. I wish I could tell you guys more 'cause the idea for the sketch is like, it's so good. It's gonna be Squatty Potty on steroids. I'm excited. So, and we're actually doing this one, so it's kind of funny story. So, well, it's kind of hard to explain. Anyway, I'll just wait and you guys, first off, if we get Napoleon Dynamite to be the character in this video, that'll be one thing. I'll be going crazy. I think we'll get him. And then second piece obviously is, is just creating it all and putting it all together. And I just, it's such a good idea, I don't want somebody just to like, to use it before we've executed on it. So, anyway, usually I'm pretty much an open book, but this time I'm holding this one close to the chest just because it's so awesome. Oh, I cannot wait. Anyway, alright, that's what I got today. Appreciate you all. I want you guys to step back and look at your offers and think about that, and think about how you're positioning them, and get an outside perspective. Ask people, like if I was to ask 10 people like, Like, when you think of ClickFunnels, do you think of it as a better way to do a website? I bet most people would say no, outside of the people who are probably consultants who are trying to pitch it, who have heard me pitch it that way, you know what I mean? And, uh, we need to change that. We need to make this— for me, here's this new opportunity, and for you guys it's the same thing. Present your offer as a new opportunity. That's how you'll get engagement. That's how you increase your sales, everything like that. And, uh, it moves you from being a red ocean, which we talked about in the past, where everyone's fighting over the scraps and there's blood everywhere, to a new ocean where you are a category in and of itself. And when you're there, it makes it really, really fun. So, alright guys, that's what I got. Appreciate you all. Have an amazing day, and I'll talk to you guys all again soon. Thanks so much for listening. We hope you enjoyed the behind-the-scenes look at our funnel hacking project. 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.