How To Sell Everything For Free

Welcome to Marketing 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. What's up everybody, this is Russell. Welcome back. Glad to have you guys here. So I just got done with my daughter's soccer practice, or not practice, it was game, and they did good. And now I'm heading home to go grab sandwiches for everybody. My wife and I took different cars 'cause I had to film upsell video real quick, and so anyway, got the upsell video done and then flew out here to the soccer game, and now heading back home. So I'm grabbing some Jimmy John's on the way for the kiddos, some Unwiches for the adults, which will be kind of fun. So that's what's happening in my personal life, but I got some I don't normally do these at this time of day, but I got something exciting I wanna share with you guys that I think is gonna be huge, huge, huge for value. So one of the things on my mind right now is offers. How do you create an offer that's so irresistible that people have to give you money? Like there's no logical way. One of the biggest, sorry, didn't finish my sentence. No logical way for someone to say no to you, right? Alex Hormozi in the Inner Circle, like as we were talking, he's like one of the kings at creating offers that are so good you have to be an idiot. Like he figured out a way way to, first off, to fill gyms by giving people exactly what they want for free, but then still getting paid $500 to do that, which don't ask me how he does it, 'cause it's a little complicated to explain. Then he got gym owners to basically let him come and fill their gyms for them for free, and then in exchange they gave him $50,000. Once again, how does he do that? I don't know how to explain it, but it's pretty cool. And it's awesome, right? So he's really good at it. There's other people that are really good at it. And I watch as other people struggle. They're like, man, I created this course and no one's buying it. And it's like, well, the problem is that you're selling the course. Like, that's not sexy. Nobody just wants to buy a course. Like, you have to understand that like to create a course, like, if you look at when we launched ClickFunnels, you look at the webinar that's taken us to where we are today, if you notice this one little intricacy, right? I didn't sell ClickFunnels on the webinar, okay? What, Russell? I thought you sold ClickFunnels, that's how you built it up so big, right? No, I didn't. If you look at the offer, what the offer was, was when you buy Funnel Hacks for $997, you buy this course that's amazing for $997, and when you do that, you get ClickFunnels for free for the next 6 months. Like that's the offer and you look at that and you're like, huh, yes I want ClickFunnels for free so I will buy the course, okay? So I create an offer that's, 'cause like what they really want is ClickFunnels, right? I'm like, well I'm gonna give you ClickFunnels for free, who wants it for free? They're like, I want it for free! Sweet, when you invest in this training course, you get it for free, right? That little shift was huge for us. Before I was selling ClickFunnels, selling ClickFunnels and you get this funnel hacks thing for free. What they really wanted was ClickFunnels so I give them that for free when they buy the course, right? Shifting the offer, same product, same deliverables, different way you structure the offer. 'Kay? As I was hanging out with Brandon Bouchard last week, Brandon was showing me some of their offers and like this one, I don't have time to walk you guys through it, but he showed me this really cool process he does called the 7-day launches and I show the Inner Circle meetings, I walk everybody through it in our groups and people are going nuts and we're about to launch our first one which I'm excited for. But what's interesting is as I was looking at that, his offer, like it's brilliant 'cause like, How do I explain it? So basically he creates a course with people live, so you get to watch for like 12 hours as he creates an actual course. You see the whole thing live, right? So then the average mind would say, okay, the product I'm gonna sell now is that course. And I know the context of this is kinda hard 'cause you don't have the backstory, but just pretend like you understand. So he creates a course, lets people watch it live, and at the end of it he offers a product. And so the logical thing would be to sell the course, right? 'Cause they just saw it, they want it. But he doesn't sell the course. Instead he sells a different course, gives them a huge 50% discount on that course, and when they buy that, then they get the thing that they just watched him create. For free, right? So it's like just shifting the offer, which is the magic, okay? And so as I'm kinda thinking through this, like I was launching, we're launching the Expert Secrets book here in a few days, and when today I came in the office and I, like the funnel I had was good, and they were all good offers, but like a good offer doesn't make you tens of millions of dollars, like an insane irresistible offer does. And so I kind of like took our existing funnel and I scratched it all out instead of starting over, and I shifted the whole thing, and we changed the funnel and the offer and now it's like insanely good. So, should I walk you through the whole funnel? I got a little time, okay, we'll do that. So this is what's gonna happen in the funnel. So somebody will come to the page and you notice all the ads are about free book, free book, free book, right? Why do I do that? Irresistible offer. Free book, you cover shipping and the messaging is always like, I'll pay for the book, you pay for the shipping, right? So that's the message, irresistible offer. Okay cool, I want the book. So they go to buy the book, they put in step number 1, the shipping address. Step number 2 says, cool, here's the book for free like you said or you can upgrade right now you can get what we call the Funnel Hacker Black Box, which gives you both of my books plus these other 4 books, plus these other cool things, and it's just $37. So, and so they can upgrade, but, which is again another irresistible offer, like wow, you're going from this to this other thing and it's still irresistible, right? So there's the irresistible offer. Then there's order form bump, which again is another irresistible offer, like hey, you're gonna get blah for free when you buy this training course at a huge discount or something like that, right? So I don't know, I haven't figured that one out exactly, technically yet, but there'll be the training course there, which is awesome. Then the upsell, the upsell was gonna be, I recorded both the DotCom Secrets and Expert Secrets audiobooks, right? So I was gonna sell that and be like, and my hard cost, it's kinda expensive, it's about $40 for me to have these MP3s that are shipped. They're not Chinese ones, they're actual American ones and they're more expensive, but they're really, really cool, right? And so, you can do double speed on the MP3 player and a bunch of other cool things. So it's a really cool offer and product. And so, I was gonna sell that, but I'm like, hey, my hard costs are, I think close to, I can't remember exactly, about $40, right? So I was like, what if I sell this for $100? But I'm like, I pay affiliates 40% commission. I'm like, ah, it gets really expensive really fast. And so I'm like, there's not very much margin there, but I need the margin in there to be able to do what I need to do, right? I need the margin to be able to buy ads and all those kind of things. I'm like, what would I do? So I said, okay, well, what if we just, what if we increase the price to $150 for an MP3 player? And then it's kinda like, ah, it's expensive MP3 player. MP3 player, right? But I was like, wait, what if we shift the offer? So we shifted the offer, so what I'm doing now instead is like, look, if you guys want, I will give you this MP3 player for free. You guys get it completely free, but to get it for free, you have to invest in this course right here, which is the Perfect Webinar Secrets training course. And then the training course sells for $297, but what you're gonna do is you're gonna get, because you're on this page, you'll get a 50% discount. So you'll get the entire course for $147, so you get half off if you buy right now, and you get the MP3 player for free. Boom. Boom, did you guys hear the bomb drop? Like boom, irresistible offer. 'Cause who doesn't want the MP3 player for free? You want it and you're like, okay, you only get it when you buy this course, but you get 50% discount on that course. And all of a sudden it's like irresistible offer. Now I look at my other courses I've done in the past, usually like $197 to $297 offer, like I'm getting 5 to 7% to take that. I'm excited to find out what the percentage is on this. My guess is I'll be in double digits at least, hopefully high double digits. So that's kinda cool. I mean, we'll find out, time will tell. But I remember a long time ago, long time ago, Onyx and Gall and Mike Filsaem put out a product called LaunchTree, and I remember one of the things that they said in there was like, you wanna say the word free a million times on the upsell pages. For example, say you sell 10 CDs on the upsell page, you wanna be like, you get these 9 CDs for free when you invest in this one right here. When you buy this one right here, you'll get these other 9 for free, right? They try to figure out how do you make your offer free. It's all about how do you make it free, free, free, free, okay? So, and now I'm giving away a free MP3 player when you get a 50% discount on this course that you need anyway, okay? The irresistible offer. Then if they say no to that, the downsell is like, how about this, if you don't want the MP3 player, it costs me $50 to ship it out to you anyway, so how about this, we'll save us both money, I won't ship it to you and you get the digital version, it's only $97, so drop sell that. And then I'm gonna do one other cool thing, is on the downsell, it's like you get the digital, whatever, or it's like, how about this, or if you decide to actually get the MP3 player, I'll also throw in this other cool bonus as well, just to push you over the edge. That's gonna be kinda cool. Then the next page, I'm gonna thank them and then I'm gonna say basically like, it's time to start your education and this first 3 chapters of the book were about building a mass movement. This is a 90-minute presentation I did at Funnel Hacking Live about building mass movement and I want you to watch it right now. So then they watch the movement, they watch the video, which then helps them understand like building a mass movement, building a culture, the attractive character, like all the kind of stuff that builds out the first 3 sections of the book. So they watch that and then the bot after the video tells them to go register for the Funnel Hacks webinar. They register for that and it's an auto-webinar webinar and it puts them through to sell them the $1,000 product of ClickFunnels. And so that's the first part of the funnel, the first point of sale, right? So they go free book, or they get the black box, then they get the order form bump, and then they get the MP3 player for free. So basically everything so far has been free for the most part. And then they get the webinar, they get the training video for free, they get the webinar for free, and then they buy ClickFunnels, or they buy Funnel Hacks, they get ClickFunnels for free. So if you notice there's been, like everything I've sold so far is free, yet my average cart value, my potential average cart value average cart value's like $1,500, no not quite that, I think it's like $1,300 so far, which is awesome. Okay, then after the webinar funnel ends, 7 days later, so this whole funnel is point of sale, we'll have 7 days of follow-up on the webinar, and then what's exciting is, what was I gonna say? Oh, what's exciting is then after day 7 then I transition them to, I don't know if I told you guys this, when I was hanging out with Brendan, I might have told you this on the plane, but he did a big product launch for, it was a $2,000 course, he sold like 2,200 copies, and then the week later, he sold the swipe files to that launch, which was like the sales videos, the transcripts, the emails, all kinds of stuff, for $97, he sold 6,500 of those, or something crazy like that. So what I'm gonna do is at the end of the funnel, like a week later, be like, hey, you just went through this cool funnel, It was book funnel plus webinars, my whole funnel stacking thing. What I'll do is, if you want, I'll give you all the swipe files, the emails, everything for free, once again it's free, if you join Funnel University. Boom, put 'em in Funnel University, and when you join Funnel University, you get also my funnel stacking book, bunch of other things, all for free. Okay, so it's free when they pay me $97. So, it's coming back to like, how do you make things free even when they're paying, right? So they get that whole cool thing for free when they join Funnel University. Then for 2 days I'll be pushing that offer and then I'll downsell like, if they don't wanna pay $97 a month, which is what we're raising the price to, then they will, they get a trial, but they don't get the free thing shipped out to them. So that's, boom, the next 3 days. Then from there we transition into the 7-day launch, Brendon Burchard, I'm just messing with his name, his style funnel, which is basically training for free for 3 days and then giving that thing that they just record, watched you give for free, they get it for free when they invest in your next thing and then the next thing is gonna be, our Secrets Masterclass or the fat event. And that's kind of the funnel. And that's the first 14 days. That's kind of what's happening. So I know it's hard to see that visually as I explain it, but hopefully you're getting the concepts and you're understanding like, how do you make everything for free? Like that's the key to what I wanna share with you guys today. Making offers so resistible that people have to say yes. And so yeah, I hope that helps. I hope that helps start thinking through your offers. If you're selling a course for $1,000 and it's just a course, it's gonna be hard to sell, but if you sell, your sales scripts for $997 and they get the whole course for free, then it becomes like, you know, something like that, then it becomes an irresistible offer. It's like, oh, I need the sales scripts, I'll pay $1,000 for that because I want some of the stuff for free. Right, like how do you structure it? Like what do you have and how can you make that offer as sexy as possible? I think I did a podcast a couple months back on like turning up the sexy on your offers. It's kind of something similar, but just thinking about that, how do you add free into everything? And hopefully it gives you enough case studies ideas and examples, worst case scenario if you don't understand what I'm talking about. Then on April 18th or beyond, so probably by the time most of you guys hear this it'll be live, go to expertsecrets.com and go get your book and watch the process in motion. Buy slowly so you don't miss any of it. Hope you guys enjoy it. Appreciate you all for listening, subscribing, and hanging out with me all the time in the car or wherever you may be right now. That said, I'm at Jimmy John's right now, grabbing some sandwiches, go feed the kids, and I gotta get back to finishing out out this funnel so it'll be ready for you guys to see. Alright, we'll talk soon. Bye everybody. 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 at 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 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.