How to 2X Your Sales and 10X Your Profits by Mastering Momentum | #Marketing - Ep. 11

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This is The Russell Brunson Show. Hey, this is Russell. Welcome back to the show. Excited to be hanging out with you guys today. We just got back from Funnel Hacking Live, and I wanna share with you guys a concept that I'm doing right now that a lot of people don't realize I'm doing, but it's the key. It's the key to actually double your sales, but not only are you doubling your sales, you're actually 10x your profits by mastering this one thing. It's very simple, it's very powerful, it's very easy when you understand it, and that That thing is called momentum, okay? This is where most marketers make a mistake. They spend all this time, this energy coming up with an idea and a product and putting the product together and launching it and they get some sales coming in, but typically what happens is during the actual launch part of your campaign, this is where you're buying ads and you're driving traffic and like it's the most expensive part, right? So all said and done, you do the entire launch and then you're left with hardly any money 'cause you spent all the money by giving it to Zuckerberg or to Google or to, you know, whatever. And so I wanna walk you guys through something we learned way back in the day. So when I got started, man, 25 years ago now, this is before we had Facebook or Instagram, in fact it was before MySpace, we were using Friendster back then, like this is like the beginning of the internet marketing world, right? And we were trying to figure things out and we found it was hard to buy ads, you couldn't buy ads to just people's, you know, I mean you could buy Google Ads, were kind of a thing at the time, but it wasn't like today where most people just, buy Facebook ads, buy YouTube, Instagram ads. It was a different time, and so the way we drove traffic back then primarily was through partnerships. We had to know other people who also had email lists, and we'd do joint ventures where I'd promote them, they'd promote us, and vice versa. That's kinda how this whole world and this whole industry was built. In fact, it's crazy, if you go back in time, 20-some-odd years ago when we first started playing this game and started developing and figuring it out, it was interesting how most people thought that what we were doing was a scam. They're like, this whole thing's a scam, the whole business, the whole industry. And it's funny now, 'cause I fast forward 20 years later where it's like, now it's what everybody does. Every influencer, everything. And it's like, now we're cool, even though back then, you know, when you're the first, people always look down on you as the first. And it's just funny to me, 'cause we've been doing this so long. But we learned some things from back in the day that no one nowadays knows about, 'cause you guys all have had it so nice and so easy just buying ads. And over time, ad costs have been going up., right, and your margins have been shrinking, and you don't know this one little secret that's keeping people like me having huge profits, right? So again, this will double your sales, but it'll actually 10x your profits if you understand how to use it correctly. And it's understanding momentum and how momentum works after you launch a product, okay? And so, back in the day, this is kind of the process and how we would do it, right? So we'd do a product launch, and the way we would work is that we, again, we had to pay our affiliates to promote, and initially it was really easy. It was like, oh, we'll just do a 50/50 split. Like, you promote something, you get half and I get half. And that's how the business started initially, right? So we started doing these launches, and so it was cool, you get 10 people to promote your product, they'd all make a bunch of sales, you pay them half the commissions, you kept the other half. But then what happened is, then more launches started happening, right? This guy named Jeff Walker, you guys probably heard of him, he started talking about product launches, and then Frank Kern launched this thing called Mass Control, which is basically about how to do product launches, and everyone was talking about product launches, and it was the thing. So everyone was doing product launches. What happened was it got harder and harder to get affiliates to actually promote your product, 'cause everyone's competing against each other, right? So then it's like, okay, well, we're gonna have to create prizes. And so all of a sudden you start creating these prizes, and at first the prizes were really simple, like, oh, you're gonna get, we didn't have iPods back then, but whatever the prizes were, and then prizes got more expensive, and eventually, I remember one time I won a massage chair, and later I won a, well, I didn't win a Rolex. Twice I lost, twice I took second place trying to fight for a Rolex, and then after that my staff actually bought me a Rolex, which was really cool, right? After that then they started getting cars, people just started giving away cars, and then the prizes could get bigger and bigger and bigger. Which takes the margin and chops it and chops it and chops it and chops it, right? And so for a long time, we would do these launches, we'd do a million-dollar launch, right? But then half the money would go out to affiliates, right? And then two-thirds of that would go out to prizes to affiliates, so you end up with a million-dollar launch, you walk home with $100,000. And it was just like this frustrating thing, you're like, man, I have the liability and the risk of a million dollars in sales, but only $100,000 of profit that would come for me. And so we were always back then trying to think like, how do we, How do we maximize this, right? And this is where the whole school and train, like the school of thought of funnels actually came from, right? And it comes back to Dan Kennedy 101. Dan Kennedy always says, whoever can spend the most money to acquire a customer wins. Right, so what does that mean? It means, well, as advertising costs go up, you gotta figure out other ways to monetize those audiences. So for us, that's where funnels came from, right? Upsells and downsells and cross-sells and all these things we started doing to increase how much money we were making for every single customer to come in. And so somewhere along the line, I don't remember who kind of figured it out, but this became the big secret, okay? It was called the launch within the launch, okay? So what happens, you do this big public launch to everybody, right? So you do this big launch, everybody promote it, and again, you pay out 50% commission to affiliates, you pay out next, of the 50% left, you pay out 75% to prizes, you get your 25%, and then you have your merchant fees and refunds, so you make almost no money from that, so then afterwards, you immediately launch something right afterwards, and that's where the profit came from, okay? In fact, you do this launch, like inside the launch. So a good example, one of the first times I did it, I had this course called Micro Continuity, still one of the things I'm most proud of, it was like my first course that took off, It did really, really well. We launched initially and we did launch, I recorded the whole course on these little MP3 players, so it was a free plus shipping MP3 player offer, and then you could buy the course as an upsell and things like that, so it was kinda this really cool thing. And so we did this big launch, and back then we were paying affiliates 100% of the front end and 60, 70% of the back end plus prizes, like we made no money, but we did this launch and it was converting, so we got a lot of affiliates to promote it. We got 20, 30 people to promote it, and so the launch ended up doing a couple million dollars, right? It was really good, but again, all that money went away. And so, if you look at what the actual thing we were launching was this training and this education on how to do what's called the micro-continuity program, but then towards the end of the launch, before it wrapped up, we did a special like, hey, how many of you guys would like, you're learning about micro-continuity, how many of you guys would like if I just pre-built a site for you? Come on this webinar, I'm gonna tell you about it. So they come on this webinar, and in there I would do this webinar where I'd pre-built a micro-continuity site for them, and I sold them rights to it. At, I can't remember, $400 or $500 or something like that, and from there we made like an extra million dollars, right? All the bottom line, all profit, all to me. I didn't pay ads, affiliates, anything. It was just pure profit that came to me, right? So you think about this, like I went and, you know, let's say it was a million dollar launch. It was a million dollar launch, I sold a million dollars of this secondary product that happened inside the launch, right? And the first, let's say the first one is a million dollars and I netted 100 grand, right? Here I doubled my sales, 'cause I went and I made $2 million now, So I doubled my sales, but I 10x'd my profit, right? 'Cause I only had $100,000 profit here, and then I made a million profit over here, so I more, I guess this is technically like 11x, right? But I more than 10x'd my actual profit, okay? And that became the big secret. So we started doing these launches within a launch, a launch within a launch, okay? And then for me, it started becoming a launch within a launch within a launch. Like we were always rolling these things forward, right? And the key was momentum, okay? This is what a lot of people miss. Like if you look at, when somebody comes into your world and they wanna buy from you, Have you guys ever heard of this analogy? It's called being a porcupine in heat. So again, I don't know a lot about porcupines, but apparently when a porcupine is ready to mate, I've heard, again, I don't know, I should probably Google this ahead of time, but apparently porcupines, they only mate like one day a year or something like that. And so during that little window when there's time for them to mate, they're gonna go, they're gonna like go crazy and mate like 20 different people, right? They're a porcupine in heat. We saw that, my kids and I, we had a chance to go to We had a chance to go to Africa last year, and we get all the way to Africa, we go on safari, we drive out, and right when we drive out, I got my kids, I got little Nora with me and all the other kids, we pull up to this lion, and there's the male lion and the female lion, and all of a sudden, within 30 seconds of pulling up, the big male lion mounts up on the female lion, does the thing for 8 seconds, bites her neck, roars, and rolls off. And we're like, "Oh, what just happened?" My kids are like, "What just happened?" We're like, "I don't know." Oh, it's mating season, they mate one week a year, and during that time they'll mate like 40, 50 times during the day or something crazy like that, and we just happened to pull up on the line when it was happening, and then for the next 3 days of our safari we saw it hundreds of times. My kids are just like, anyway, that's how they learned about the birds and the bees in Africa, right? But it's the same concept, okay? A porcupine in heat, a lion in heat, whatever you wanna call it, there's a window where they're excited, okay? So you think about this for your customers when they come in, there's a window they're excited, okay? And they're in heat right now, like they want all the information about this topic, and then eventually it's gonna wear off. I remember a good example I used to share to kind of explain this porcupine heat concept. This is, man, over a decade ago, 15, 16 years ago, I took my team bowling. And I love bowling, bowling's my third favorite sport. Wrestling, jiu-jitsu, bowling. There's a hierarchy of sports for me, right? So I take my team bowling, we're bowling, and I'm a pretty good bowler. I can hold my own. And we're bowling and I beat almost everyone on my team except for one guy, still remember his name, Mike Loveridge, he beats me. At bowling and he would not only beat me, he had to mock me the whole time. He's just like, and I remember getting back home that night, I was in so much pain, right? I was a porcupine heat, like I wanted to win. So that night I got online and I bought everything bowling related I could find. I bought bowling DVDs, books, a glove, I bought new balls, I bought everything. I was a porcupine heat. That little window of time, everything that would help me become a better bowler, I bought 'em all. Like all the things, right? And I spent, I don't know, couple thousand bucks to make me a better bowler, right? 'Cause I was a porcupine in heat. But then fast forward a week later when all this stuff started showing up to me, I was like, oh, and I was out of that pain, like I wasn't angry at losing anymore, but I still had all this stuff I had now acquired, all these new bowling balls and bowling things, right? And I had it all now, but I'd cooled off, right? And I don't think I've ever bought a bowling thing since then. But during that window, like when there was enough pain, I became a porcupine in heat, I became a bowler in heat, right? I wanted to buy everything so I could get better. And that's what's typically happening with your customers, right? If they see your ad and they click on it, right, or they hear someone talking about something, like either they're in pain or they're moving towards pleasure or something, and they come towards your offer, right, and they buy the offer, that's why funnels work so good, because again, the person's hot right now, like they're gonna buy that, they're gonna buy the upsell, they're gonna buy the downsell, but now like they're trying to get everything. And what we think's happening is they're buying our stuff and then they're just sitting back and like they're consuming our content, right? Like, I bought Russell's book, therefore I'm gonna just read his book, like I got everything I want. The reality is though, if they're a poor keeper of heat, they wanna learn funnels, they're gonna read DotCom Secrets book and then they're gonna go and find out who else wrote a book on funnels. They're gonna buy the funnels and funnel software. Within 7 days, they're gonna be buying everything related to this topic and then they're gonna be out of heat and it kinda fades away, right? So it's like in that window, the launch within the launch, while they're at the most peak excitement is when you need to make them a second offer, right? So good, so good, so good.

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And so that's kind of how these things start working. And for me, I always think about, um, if you read Dotcom Secrets book, I talk about the concept of the value ladder, right? You're moving somebody up the value ladder. As you move, like, to explain this point, like if someone comes into your world initially, right, they're gonna come in, they're gonna test you, they're gonna buy a book or a course or something from you, and they receive value, they're naturally gonna want more, right? And then they will send up looking for more value. Same thing in a relationship, right? When you went on the very first date with your spouse or your girlfriend or boyfriend, whoever it is, right, your significant other, you went on the very first date, maybe you went on a date, you had a good time, you're like, man, I got value from this person, I liked them, I wanna go on another date, right? You go on another date and then you experience that one, you have a good time, They're like, I wanna give this person a kiss. You give 'em a kiss, right? And you keep getting more and more, like you keep moving up that person's value ladder till eventually it's like you get married and you have kids and then, you know, and that's kind of the goal of progression. And same thing's true with your customers, right? So for me it's like, I like doing a launch that's tied to the info side of the business, right? The lower end of the value ladder 'cause they get that stuff, they get a good result, and then I start moving 'em up like, what's a done for you program or done with you or a licensing deal or something where it's like they're taking the information but now I'm selling them something that's more tangible, the application of the thing as opposed to just the information about things. Does that make sense? And so that's what I'm trying to look for. I'm doing this launch inside of a launch, okay? So that's kinda how we started making money back in the day, right? And then all of a sudden ads started coming in. For the first 5 or 6 years, ads were cheap. It was amazing. Zuckerberg was not selfish and greedy. He just liked to let us all win. We all made a bunch of money, and then over time they got more expensive and it got harder, and most people forgot about the launch within launch. They just did a launch and then they kept whatever it was, and they're like, oh, Zuckerberg's squeezing out my profits. I'm not making very much money. It's like, you guys, It's 'cause you forgot the lesson. The lesson is, right, you can 2x your sales and 10x your profits by mastering momentum. Taking this momentum, right, the buyer's in heat, and offering them the next thing in the value ladder, next thing, and doing this over a very compressed period of time, okay? A couple examples of this, right? So, I knew I wanted to launch a course, this is, man, 5 or 6 years ago now, I wanted to launch a course called One Funnel Away. You guys have probably heard me talk about it before. I think we had almost 200,000 people that took that course while it was, at its peak, at $100 a piece, right? And so instead of just being like, here's the course, launch it, I was like, okay, I wanna build up momentum and roll people into the course, okay? So the very first thing we did is we did a summit, it was called 30 Days, it was at 30days.com. And at 30days.com was this free summit, you go and register for the free summit, right, where you're gonna hear all these people talk about their 30-day plans, what they would do, but then after they register, on the next page it was like, hey, thank you so much for registering for the summit, I wanna invite you to the One Funnel Away Challenge, right? So I did this big, I did this big, I did this big summit to get people's attention, excitement, get everyone promoting the summit, and it got people in there, right, and then the upsell was One Funnel Away, but then after the summit was finished, then everything we pushed now was rolling into the next offer, which was One Funnel Away, this $100 thing, right, and we ended up getting 5,000 or 6,000 people that very first month coming into it, right, on the backside of this event, okay, and so that was the very first thing, and then if you look at the momentum there, people went through the One Funnel Away Challenge, inside the challenge, and we pushed people into the funnel hacks webinars, pushed them into ClickFunnels, right, I'm taking this momentum from this free leads, this free summit, directly into this $100 challenge, directly into this $1,000 course, right? And so it's like the momentum leads. And so I spent a lot of money getting people into the summit, we paid affiliates a lot to get people in the summit, but then they join, you know, and we pay, we have sticky cookies, so we pay people, affiliates, throughout the funnel, but typically it's like 100% on the front end, 50% on the first tier, and then maybe 30% on the next thing, right? So we tier down the commissions as we tier up the price points, and that's where we start pulling out the margin, okay? We did the second one funnel away, 1 Funnel Away 2.0. I didn't just launch OFA 2.0, right? Instead what I did is I was like, I need a pre-challenge to get people excited to go into the paid challenge. We did a free challenge called 5 Day Lead Challenge, right? It was a 5-day challenge, it was free. This is the middle of the lockdowns, we do this big challenge. We promote it like crazy, everybody comes in, they go through the whole process, and then at the end of it, then we push people into One Funnel Away, boom, they come to One Funnel Away, $100, right, they go through that process, and inside there, boom, we pitch the $1,000 thing, and again, momentum. And then for the end of that, we pitch them into Funnel Hacking Live, and we just keep that thing rolling, keep it rolling, moving them up the value ladder, step, step, step, step, versus what most people do is they launch the thing, make some money, sit back, and then relax, and they let momentum die. 'Kay, now a good example again is I just got back from Funnel Hacking Live, and Funnel Hacking Live is our big event, this was Funnel Hacking Live 10, it's the last one, the last dance, and it was a big event, like our hard cost event were $6.5, $7 million. Luckily ticket sales and sponsorships have paid for all of that, and the event, we had some offers, and the offers inside the room did amazing, right, we made a lot of money from it, which is great, but for me it's like, there's 5,000 people in the room, we made the offers, made some money, and then it just, it ends, right? And I'm here today, you know, the day after we get home, my voice is shot, and what am I doing? I'm capitalizing on momentum, right? Everyone's been talking about FHL, people are posting pictures, like all sorts of things are happening now. Like this is not where I wanna go quiet. This is where most people go quiet, like, oh, I'm gonna take a break and take a week off. Now I am gonna take a couple days off. Tomorrow I'm heading out with my wife. But prior to that, it's like I need to set things in motion so the momentum does not stop, okay? 'Cause the thing about, if the rule of momentum is you're gonna double your sales and 10x your profit, Like right now, we did great, right? Imagine if I doubled the sales from Funnel Hacking Live, but this time I'm not gonna pay $6.5 million to run the FHL, right? Now it's all just profit. So even if I double the sales, I'll 10x my profit. So this is where the actual money's made, right? As the dust is settling, this is where most people miss out. 'Cause a lot of people who wanted to come to FHL but they couldn't for whatever reason, they couldn't get a ticket, they couldn't travel, they couldn't, you know, fill in the blank, a lot of reasons. And so now it's like, how do we capitalize on that? So for us, we had multiple different offers that happened during the event. The first was actually an offer for a free, a new free platform we just launched. This is the first time I've announced this publicly, so you guys are in the know. I haven't done a big launch around this yet, but we launched a really cool new platform called OfferLab. If you go to offerlab.com, it's the coolest thing in the world. It's a free platform, you go sign up. What you do is you can go add all your offers in there. So you can add, you know, if you've got a book or a course or a physical product, whatever, you throw all your offers inside OfferLab. It doesn't matter what platform you, if you're using ClickFunnels, if you're using Shopify, using one of our competitors, doesn't matter, we integrate with everybody, but you just take it from those platforms, like from ClickFunnels, from Shopify, from GHL, wherever you want, and you click a button and it'll import your offers into OfferLab, right, and then you take your sales page, you make a custom sales page inside, so everyone's got an offer and a sales page, right, and it builds out this whole marketplace of offers, and then any of us, as like a promoter, you know, I'd say traditionally an affiliate, but it's different than affiliate, you log into OfferLab, you see here's, 10,000 offers eventually, right now we got a couple hundred, but eventually the goal is to get 10,000 offers in there. You log in, you're like, I wanna build a funnel. And you can literally build a funnel in like 10 seconds, right? I want Russell's book, and I want this course, I want this backend mastermind, and like, you literally click 4 buttons and you've got a funnel with 4 upsells built into it. And you can launch it, you can push it to social media, it's like the coolest thing in the world. So, we launched that, right? And so we have 5,000 people in the room, 1,700 people signed up and created their OfferLab account and submitted an offer, right? So, that's great. 5,700 did that, right? But we got 6 million people on our email list, right? So now I'm taking the presentations where we explained OfferLab and working on a campaign where we're gonna roll that out to the entire ClickFunnels community, and now that'll go to millions of people versus just 5,000 people, right? So the momentum on that offer will start growing and expanding, okay? ClickFunnels, we just, we did a ClickFunnels State of the Union address, was showing all the cool new stuff in ClickFunnels, right, which is insane. And then we bribed everyone to go get, in fact, Here's the secret link, guys, right? If you go to launchyoursaas.com, S-A-A-S, launchyoursaas.com, you'll see this special offer we made for people at Funnel Hacking Live, right? To get them to create their ClickFunnels account, we literally give them the keys to a $40 million a year software company. They can run it, they can keep all the profit, they can white label the whole thing for free when they become a ClickFunnels member at launchyoursaas.com, which is crazy, right? So we launched that one. So now that's done, we're taking the footage of us teaching about it, creating a campaign, and that will be going out on email lists here, Going on social media, all pushing to that same offer to get more people now, right? Everyone at FHL got an early mover's advantage, now we're gonna push out to everybody else, okay? At the event we make an offer for my coaching program, it's called Prime Mover Foundations, and so again, we sold a lot of people FHL, which is great, but now what we're gonna do is we're gonna be doing, in 2 weeks from now, or maybe 3 weeks from now, we're gonna be doing an FHL Encore. We're gonna take not all the presentations, but we'll probably take 2 and a half days worth of presentations, we're gonna put 'em together and do an FHL Encore. We're gonna launch that, people will come in, they'll watch it, and then we'll have a chance to the people who watch it virtually. And again, they're not gonna get all the sessions, they don't get Tony Robbins, they don't get a lot of the other things, but they'll get, you know, 2/3 of the sessions, they'll go through that and then we'll make the offer there as well, and then someone will sign up there, right? And again, it did great in front of 5,000 people, but I might get 10,000 people virtually who will come to this event now, who weren't able to come in person, right? And then I'm building this library backstage, and so I made an offer for $1 million for anyone who wants to be part of this thing, and I had 5 people who signed up for the $1 million offer, right? And you better bet that I'm gonna go and do one more push about that as well, right? And so I'm using the momentum at the momentum of the event, I'm looking at the things that we did, and I'm taking the videos, the presentations from that event, we're taking them, we're pushing them online through YouTube videos, through other places like that, right? And that'll continue the momentum, and now the things that we did once will now live on in infamy as they continue to drive people into our offers, right? And so I'm using the momentum, capitalizing on it to keep things rolling, okay?

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All right, now if you want to sell stuff online, you're going to need a good funnel. But if you want a great funnel, then you're going to need to use ClickFunnels. ClickFunnels is the number one funnel building platform on the planet, helping more first-time entrepreneurs to leave their 9-to-5 and to launch their dream than any other company in the world. ClickFunnels was built for the dreamers and the doers, and you can get a free 14-day trial by clicking the link in the description or going to clickfunnels.com/podcast right now. ClickFunnels, because you're one funnel away from changing the world. Okay, now you had a chance to hear my ad read for my own ad. I'm gonna jump into 3 steps now to actually start implementing this inside your business, okay? You guys ready for these? All right, start writing these down. If you're watching YouTube, post these down in the comments down below. If you are watching, listening on the podcast, grab a pad of paper, come walk you through what you need to do right now, okay? Step number 1, this is the first key, okay, and this is a mindset shift. When you understand this, it'll make everything else easier. Step number 1 is look at your launch as a break-even funnel, okay? What's a break-even funnel? I talk about these a lot, right? A break-even funnel, like my book funnels are break-even funnels, right? Somebody goes and they buy the book free plus shipping, and then there's an audiobook for the order form, there's an upsell and downsell, right? All the revenue I make through this funnel, the only goal of it is to break even, okay? 'Cause again, it's the very first on my value ladder, They're gonna buy that, read the book, get a good experience, they're gonna want to ascend up and buy the next thing. All the profit comes after the break-even funnel. The break-even funnel's the key. So for you, it's understanding that your launch, your rollout, your thing you're doing is just a break-even funnel. I don't care if you're doing a coordinated launch with 30 affiliates, everyone promoting, that's just a break-even funnel. So feel free to give away all the commission to affiliates, you don't even care, right? That money's not yours, you're gonna give it to Zuckerberg if you're on Facebook, you're gonna do emailers, send it to the emailers, your JV partners, give that money away, it is a break-even funnel to acquire a customer and bring them into your world and give them an amazing experience, right? And to create, and to put them into heat, right? They become the buyer in heat, right? That's the very first thing. So step number 1 is look at your launch as a break-even funnel, okay? Step number 2, understanding that the real profit where you double your sales and you 10x your profitability is the launch within the launch, okay? Think about you just sold somebody information about something. Now inside of that you're gonna come back and you're gonna launch something specific. It could be like the week after, the day after, it might be in the middle of it, You can plug it in wherever you want, but basically it's like, in fact, I see a lot of people do this really successfully, they do the launch, it closes down, then when the launch is over, they do a new member, like, welcome webinar, and they jump on that webinar, and they do that webinar, then they make a second offer. In fact, this is one of the, I haven't told this publicly before, so, this is actually one of the secrets on how we actually grew ClickFunnels initially. So, you guys have heard me tell the stories how I was doing, 3, 4, 5 podcasts a week, or sorry, not podcasts, webinars a week, sometimes 2 or 3 a day. The way that I was able to do that consistently is I went and I saw, I found all the people who were launching products. So they'd do a big product launch, that was their break-even funnel, and then I'd message them, I'd say, this is the deal, I have a way to double your sales and 10x your profits by doing one thing on the back of your webinar. They're like, what's that, Mike? You're gonna do a new member welcome webinar. And they say, how's it work? I'm like, you're gonna jump on, Everyone who buys your product, you're gonna welcome on, you're gonna say, hey, thanks so much for buying, we're excited for you, our team's working to get everything implemented for you, but right now the next step, now you got a product, is you need a funnel. And this is, I brought my friend Russell, number one funnel building expert in the world, to come tell you about this. Russell, you know, tell them about funnels. And I jump in, I would do my 90-minute webinar presentation about funnels, and I would sell them ClickFunnels, okay? So I was finding people who were buyers' need, they had just bought from a launch, they were at the peak of excitement, and then we would do a new member webinar right afterwards, which was basically welcoming him to the program and then introducing him to me and I would do the thing, right? So that's the other place you can do the launch within your launch. So if you was looking at, okay, during my launch, my initial kickoff, I'm selling information, what do I have that's next tier of the value ladder, right? Moving up from information to implementation, right? Do you have a done with you, done for you, a coaching program, something like that? That's usually the next tier, so you're looking at what that thing is and then where does it make sense to kinda weave that in, right? Do you weave it in Middle of the campaign, just to the buyers? Do you wait till the campaign closes and do the new member webinar after? Some people do it a week later. It doesn't matter where, but it's just somewhere within there is you're doing the launch within the launch. And that's where you will double your sales and 10x your profits. Do not miss this step. Everyone misses this step, okay? This is one of the big secrets that I don't ever talk about. No one talks about this, okay? You only know if you've been doing this for as long as I have, right? 'Cause most people stop doing this when Facebook ads were cheap, and they forgot about where the profit in the business actually comes from, okay? So that's step number 2. So step number 1, look at your launch as a break-even funnel. Step number 2, again, remembering that the revenue comes to launch within the launch, you're trying to figure out what is the launch you're gonna be doing that's the next tier in your value ladder, the next thing that they need, they have the information, looking for the implementation, what is that version of the thing you can sell to them on page number 2, or on step number 2? 'Kay, and then step number 3 is the last thing in Momentum I try to do, right, is rolling them into continuity. So we have a lot of offers, we'll sell a high-ticket thing, right, we sell something for $10,000, 'kay, and after the campaign closes, then we roll them into a continuity program. Sometimes that continuity program's something like ClickFunnels, but sometimes it's not, sometimes it's like, hey, this is $10,000 over here, let's sell it for $500 a month now. And so anyone who didn't buy it at $10,000, we roll back, say, hey, This is $5,000 a month in perpetuity, like forever, right? So it's not something that, so it's not a payment plan, but it's something where they're paying a monthly fee to be able to access the same thing that someone would have bought lifetime access to, right, for $10,000. So you're rolling them in continuity. So you're taking this, you gotta always think about the world as a funnel, right? You have this huge funnel, you have, you know, whatever, 8 billion people in the world, then you got like 3 billion who are on Facebook, and then you've got from that, you know, 100 million who see your ads, 10,000 click on your ads, you get 5,000 who opt in, and you get 1,000 that get into your funnel, and you get 500 that buy from you, right? So you still have the rest of this whole funnel, right? Everybody else. So it's like, I'm gonna go now up a tier, so I have 100 people that bought, I'm gonna go up a tier, I got 500 people here, and 1,000 people here, like, for those people who didn't buy, what can I, I don't wanna lose this momentum, right? They came, they watched the webinar, they watched the challenge, they got into the momentum of the thing, right? And so you have that in there. Now it's like, how do I take that momentum and how do we take it and then plug it into the next thing, right? So hey, they couldn't afford this, but maybe they can afford this, okay? And that's how we start looking at these transitions. And so it's just understanding momentum, right? Understanding that if you look at funnels, there's a whole flow of people coming through, but only a certain amount makes it to the bottom of the funnel, boom. So now after that money's come through, right, then I go up a tier in the funnel, and I look at those people, okay, what can I offer them? If they wouldn't be willing to buy this, what could they buy here? Is it a payment plan? Is it rolling into a continuity version of the offer? Is it a completely different offer? Is it a course? Is it, you know, and I start going back up the funnel and try to find ways to monetize the people who didn't fall out the bottom. And this is the key, you guys. This is the big secret. Does that make sense? Okay, so again, step number 1, look at your launch as a break-even funnel. Step 2, launch within your launch, figuring out where those buyers and heat are, and then plugging them into the next tier of the value ladder. Step number 3, start rolling people into continuity, into downsell offers, into other offers who didn't fall at the bottom of the funnel. Move up the funnel and roll them into the next program that may make more sense for them. And when that's done, then roll, when that momentum's done, then roll to the next thing, right? Again, if you look at our funnel, right, even, I just look at the last 60 days, like we did the big Selling Online Challenge, right? We go to sellingonline.com and people register for that and they go into the, a 3-day event with me. And then that event, we're like, hey, if you like this virtual event, you should be coming to Funnel Hacking Live. We pushed people that momentum into Funnel Hacking Live, boom. Funnel Hacking Live happened, now we're momentuming into the next thing. And like, it's just always about momentum. Like, success in this business is so much about that. You don't wanna lose momentum. As you have it happening, like, you just keep dumping into that and adding fuel to that fire, 'cause momentum is such a powerful thing. And when you lose it, it's hard to get back. So keep yourself in momentum, keep your customers in momentum, keep that, Keep those buyers in heat as long as humanly possible because this can help make things so much easier. Alright, now do you have a funnel but it's not converting? The problem 99.9% of the time is your funnel is good but you suck at selling. If you wanna learn how to sell so your funnels will actually convert, then get a ticket to my next Selling Online event by clicking the link in the description or go to sellingonline.com/podcast. Okay you guys, so that is the game plan. I hope that was helpful for you guys and understanding how to capitalize on momentum, right? Understanding that you can 2x your sales and 10x your profits by understanding this one thing, and that is how to master momentum, rolling one launch to the next to the next, and serving your customers at a higher level. I hope you guys enjoyed this. Thanks so much for listening, and I'll see you guys on the next video or on the next podcast episode.