How To Sell Your Customer Exactly What They Want

Hey everyone, this is Russell Brunson and welcome to a vacation Marketing in Your Car. Welcome to the Marketing in Your Car podcast where you can increase your traffic, conversions, and sales in just 10 minutes a day. And now, here's your host, Russell Brunson. Hey everyone, so I am actually on family vacation right now. In fact, my wife knew I was leaving you guys a message. I'm probably in big trouble, but It is what it is. And you probably won't get this for like a week or so 'cause my brother who does upload these is with me as well. He's partying it up. And I'm guessing that, yeah, I'm guessing this will happen when we all get back in town. But I wanted to share some stuff with you guys I've been thinking about for my own company and some just really fun things. So it's been interesting, you know, obviously you guys all know my whole philosophy with funnel hacking and like looking at what's working and modeling and all those kind of things, right? And so it's been interesting watching, is like some people we work with, like their businesses are super easy where it's like boom, boom, boom, money starts coming, starts flowing, right? Other ones are more difficult. And so there's a couple people we work with that have been a little more, taken a little longer to get traction and get things working. And so it's caused me to really start digging deeper, which is good. It always, it's like the episode we did a few episodes back about the rubber band, right? Like if you're not stretching, you're useless. Yeah, so that's kind of where it's been happening. I had to stretch myself and try to figure out how do we expand this? How do we, some of these people who aren't having success for whatever reason, what do we do? And so it's been kind of interesting. I've been looking a lot. Unfortunately on this, for some reason I've been looking but not doing, which is never a good thing. But I've been looking a lot at surveys. In fact, I think the first time I really realized the power of what surveys was doing was about a year and a half ago in our mastermind group. There's a guy named Glen Ledwell and he was showing showing me, he was showing the group a bunch of his sales funnels and what he found is by adding these little surveys before a sales funnel, like instantly would double his sales. And that sounds like a dumb thing but it was true, like he had a VSL and then he drove traffic to it and then he added this little quiz thing and doubled how much money he was making just by adding this little like quiz and then he'd show me thing after thing after thing and then anyway I was just like wow. I started learning about it then and got excited, but then I never implemented it. In fact, I even recorded a whole bunch of videos and all these things to do it, and I feel like I overdid what I was trying to do because I never actually launched it. But yeah, so I kind of had a sample where I kind of tested it, right? Or started building it, but then never finished it because it got too complex. Then fast forward about 6 or 8 months later, I got an email from Ben Settle, André Chaperone, Ryan Levesque, and and Jack Born talking about a mastermind group that they were doing called the Ocean's Four Mastermind. I was like, "That's cool, I'll go to that." So I went to it and it was on Valentine's Day last year. My wife wanted to destroy me for not being there for Valentine's Day, but you know, in marketing college you gotta be there. So I go hang out with these guys in Vegas and it was interesting because I knew, I was very familiar with 3 of the guys, but I didn't know Ryan Levesque at the time. Ryan was there and he kind of, in all honesty, if you were in the mastermind, he kind of ran the whole thing. The other guys were there kind of putting their two cents, but Ryan was definitely the host, the facilitator, and he was dropping bombs of gold the whole time. He kept talking about some of his clients that he was using these surveys for. A couple of them that I remember off the top of my head, I know there's more, but one was fuzzyyellowballs.com and one was revolutiongolf.com. He started talking about his surveys and what they had done with the surveys, how much revenue and how much increased leads and just the whole thing. I was like, "Dang." I kind of looked at those things back then and I was like, "Okay." I'm gonna do surveys. And of course, I once again didn't. For whatever reasons, right? As entrepreneurs, having success in a couple areas, so we just keep doing that. And despite the fact that I'm usually pretty good at running with things, I just didn't for whatever reason. And yeah, so then just recently over the last 2 or 3 weeks, one of my clients has been kinda struggling. And so we're funnel hacking some people, and what we found is that the people in his market that were winning were using, I think they're actually clients of Ryan, Ryan Levesque. Were using all survey funnels. So we started looking closer at that and I started going through them and started really seeing the power of it. And I knew that Ryan had written a book called Ask, which is about like doing these surveys. So I bought the book and I've actually been reading it the last day on the trip, so kind of just catching up. The book, if you guys do get the book, it takes about 100 pages to get into the whole methodology. He spends the first 100 telling his whole story and it's a good story but it takes a while to get into like what you got the book for, you know? So I kinda get that part right now. So anyway, but it's been interesting seeing that. But one of the big ahas I had, well, actually I'm gonna step back one more thing. Right before I left on this trip, I saw some Facebook posts where someone was like, the 10 best landing pages of the year. And one of the landing pages I saw and I was like, oh, it looks so cool. So I wanted to go funnel hack it, right? So I went to the page, I went and had to search 'cause they didn't give the URL of it, they just had an image of it. So I had to search a bunch of keywords that were on the image 'til I found the page. And then I went through there and they had a survey funnel. It was a really cool one though, like one that was awesome looking. It had little images next to each thing you were selecting and it was just, it was amazing. So anyway, that's kind of like all these, like a perfect storm of like 3 things happening the week before I left for my vacation. I'm like, okay, this week I'm gonna be focusing on surveys. When I get back, we're gonna finally just do it because I've been procrastinating it forever now. It's just, it's time. And so as I've been reading through Ryan's book and thinking about this and all this stuff, I started just getting like crazy excited about the possibilities of it. One of the things that Ryan talked about in the book, I think it was even on the COVID of the book maybe, but talking about delivering the exact sales message to your sales— or to the person coming to your website, the exact message they need to hear, right? The exact thing that's gonna sell them. And basically the concept is someone comes into the survey and you have 5 or 6 questions in the survey that give you the ability to figure out who they are, right? Question 1 could be, are you a man or a woman? Number 2, are you Underweight, overweight, 200 pounds overweight, whatever, right? You figure out that. What diets have you tried in the past? You figure out that. You go through a bunch of surveys and at the end of it, you know like, hey, based on whatever, this is the end person, that they are a man who's 47 who's struggling with this, you know? And now that you know that, the sales video can speak directly to what their issue is. As opposed to being more, you know, typically sales videos have to be broader because you're trying to encompass everybody. Where here you can really shrink it down, similar to what you do on a sales call, you know. And so, you know, on a sales call you're talking to someone, you can figure out really quick like what's important to them and then you just speak to that. And this kind of gives you the same ability to do that. So anyway, it was, it's exciting. And so what I did right before I left is I funnel hacked Fuzzy Yellow Balls funnel and went, and their quiz funnel. So I went through and opted 5 or 6 times, different answers, different things to see and sure enough there's different videos. I think that, based on what I think, I could be wrong, but I think there's 9 different sales videos based on what I chose. And again, there could be 50 for all I know, but the ones that I was able to get to from my path, I think I figured out about 9 of them. And it'd be worth you guys to go and go funnel hack them, just 'cause it's kinda cool to see the process, right? It's just a really simple survey. That part was actually way less complex than I thought it was gonna be. That part was way more simple. But then based on what they answered, boom, there's a video at the end that's delivered to speak directly to them, plus there's a whole email follow-up sequence delivered to them answering emails are feeding stuff that they had mentioned during the survey. So you get very granular and you figure out exactly who and how you're speaking to somebody. So anyway, for me it was really, really cool and it's got me really excited. In fact, there's 4 or 5 projects I'm working on, some that are in my core business and some that are not, that I'm really excited to kind of test this concept with and just see based on a couple of the, my early thoughts, you know, like if, like I mentioned that some of the results my friend showed by putting a survey in front of anything, they were more than doubling conversions on the next step. I mean, if that's the case, we add these things in front of our webinars and our sales videos and our free plus shipping offers, all these different things, like if it was to double conversions, which are already pretty dang strong, I can imagine what will come from that. It's definitely worth putting in the effort to explore and to test out. I'm sure that if this does work for me, I will be bragging and talking and sharing a whole bunch of stuff about it with you guys here in the very near future. Right now, I want to try it because I think I see the vision now and I see what— why it's no longer like I need to try that, but it's I must try that. Tony Robbins talks about when you're— you gotta change your shoulds to musts, you know. So I think it's— for me, it's gone from a should to definitely a must. And so I'm excited to kind of see— I'm thinking of also kind of building my own survey software just because like the one that I saw the other day that had the images was amazing and there's no— I couldn't find any software that did it that way. So I may make a version similar to that. I was thinking about if I do do that, I'll probably just give it to all the DCS Labs monthly members for free. So I don't know if I'm going to do it or not, but if I am, then you should go to DCSLabsMonthly.com and become a member or subscribe because you get not only all the other cool stuff you get, you also get that software if we decide to make it. We may not, who knows. We'll see. If we do, it'll be something where you can create and embed the stuff, and then from there it would go directly into, it would go directly into, or embed into your ClickFunnels pages, because I'd only do it if I could do it inside of ClickFunnels. So anyway, that's kind of the exciting, fun thing I'm thinking about that I thought I'd share with you guys, and want you guys to start thinking about as well, because I think that is going to be the future of where things are going, is instead of delivering up a once a one-size-fits-all sales message. Take someone through a process, find out exactly who they are, what's important to them, what they're struggling with, and then deliver a message based on that. I think if we can do that, we're gonna get a lot closer to serving our customers to the level that they want, that they need us at, as opposed to us trying to jam down our message and hope that our hot points that we're focusing on will help them. So that is my game plan. I'm excited, and as I get some cool results, I'll return and report back for you guys to hear. And hopefully share some cool stuff. So that's it. I'm at the KOA about to buy some water and eggs and milk and hopefully all milk because we don't drink real milk. And actually, I got a funny story. I'll tell you that before we go. So back in the day, we used to drink tons of milk. Like, our kids would drink 3 gallons twice a week. So I was buying tons of milk. And then at Tony Robbins' event, he talked about how bad milk was for you. And I was like, are you kidding me? I thought milk does the body good. I've learned that my whole life. Turns out a bunch of good marketers like me wrote a slogan like that and we all believe it. So kind of realized that milk's not really the best thing in the world for us. We're trying to break our kids of it. And so one of our first things we did is we started calling it disgusting milk. So like, this is disgusting milk. Do you want almond milk or do you want disgusting milk? So we had both of them for a while there, and eventually we got them all wanting almond milk instead of disgusting milk because it sounds disgusting, right? So it was like probably a year, year and a half later, so our kids only had almond milk for like over a year, and we always would tease and call it cow milk, disgusting milk. In fact, they still today call it cow milk. But anyway, this is actually on the same vacation, probably 3 years ago we were here, and of course no one else in my family drinks almond milk. They all think that we're like the hippie freaks who do, right? And so anyway, we're here at the family reunion, and my mom is making breakfast for everybody, and she's got cow milk. And so kids go over and they're drinking the cow milk, and I see them just drinking a lot of it, right? Then Bowen, one of my twins, comes over and he's probably 5 or 6 at the time. He looks at me and says, "Daddy, I had some disgusting milk and it sure was good." So anyway, pretty funny. Alright, well I'm into the KOA to buy some cool stuff. And I appreciate you guys for listening. Hope you had an amazing time. And I'm sure hopefully throughout this trip I'll send you some more info. My brother will get it all posted up before too long and hopefully you guys can get some value from all this stuff. So that's it guys, thanks so much for everything. And we will talk soon.