Mastering Funnel Design, Strategy, and Execution

What's up everybody, this is Russell. I just got off a One Funnel Away, one of our weekly Q&A calls with the group inside the expert track of One Funnel Away, and it was awesome. It's so fun doing the Q&As. We had people coming in from so many different unique businesses, like everyone was different. We had like real estate investing, vintage cookbooks, we had like all sorts of stuff and all different questions, different topics. And anyway, as you guys know, we've been dropping these Q&A calls in the podcast here, and you guys have been loving 'em. And so I'm gonna keep it going if you guys are cool with that. But the biggest thing I wanna tell you and remind you is like, if you jump on the calls, I can answer your question live. So it's crazy to me, we have 100,000 members in ClickFunnels, everyone has access to the One Funnel Away Challenge, yet on the call there's only 100 people that show up for the Q&A, which is crazy. But they get private Q&A time with me. So if you wanna come get private Q&A time, if you're already a ClickFunnels member, just log in, go to the OFA section, and come on to the Friday calls. I do a call every Friday. Trey Lewellen, who's got the biggest e-com funnels inside of ClickFunnels, does one every Tuesday, I believe. And they're insane, they're amazing. And so, yeah, again, if you haven't been taking advantage, come take advantage of them. If you're not a member yet, go to onefunnelaway.com. For $100, you get the One Funnel Away Challenge, and you get 90 days of ClickFunnels for free, and you get 90 days of this Q&A with me for free. And then as long as you're an active ClickFunnels member, you come hangin' out and keep doin' it. So, anyway, there's my blatant pitch to join the One Funnel Away Challenge. Just go to onefunnelaway.com. Other than that, I hope you guys enjoyed this Q&A session and you get something out of it for you. What I find is anytime someone asks a question, it's usually, if one person asks that question, there's thousands that have the same questions. Hopefully one of your questions gets answered here, and I hope you enjoy it. Thanks so much, you guys, and I'll see you inside the next One Funnel Away Q&A. In the last decade, I went from being a startup entrepreneur to selling over a billion dollars of my own products and services online. This show's gonna show you how to start, grow, and scale a business online. My name is Russell Brunson, and welcome to the Marketing Secrets Secrets Podcast.

Good morning, good evening, good afternoon, rock stars. So great to be back with you guys. And as always, we have the man himself, Mr. Russell Brunson. How are we doing today, Russell?

Amazing. I just got down ice bath this morning, got fired up and then showed up here. So I'm ready to rock and roll and hang out with you guys. I'm pumped.

That's the ticket. We've had a big hackathon here at the Canton office. All the developers have been here and it's just been momentum, move and move. It's been an amazing week here at the ClickFunnels World. So hey gang, what I want to get started with today We're going to answer questions. We have Russell for an hour, so we're going to start answering questions. And we just want to go with hands raised, right? The people that are here right now, the people that showed up, the people that committed. So if you'd like to ask Russell a question, we're going to let you unmute and do the thing. Just raise your hand. And I know the deal. Every time Zoom updates, they get worse and worse and worse, and it gets harder and harder to find where everything is. So if you guys want to raise your hand, go to the bottom of your Zoom control bar, click React. And then you'll see a little button pop up and it says raise hand. It quite literally says raise hand. Nice. There we go, gang. If you would like to ask Russell a question, please just raise your hand. Think of the raise hands like an old deli counter. You want to get some lunch meat, you're going to roll up to the counter, pull the number out of the red wheel, wait for the guy behind the counter to say your name. Same thing here. In the order in which the hands are raised is the order in which we're going to go through. On that note, let's start with Mason. Hop on up, brother. How are we?

Good. First of all, Russell, I'm like freaking out right now. Hi, I'm shaking. Um, so it's like so nice to meet you.

Um, great to meet you, man. Where are you from?

I'm from Florida.

Okay, very cool.

So, um, I don't really have a specific question about my funnel. I kind of have like, I guess, advice that I want to ask from you. So, uh, the past like 4 years I've been super sick, and from being sick I fell in love with cooking and I wasn't able to eat, so I fell in love with cooking with that, which is a long story. But from that, I wanted to become a chef. So I became a chef at a restaurant. And this summer, my whole plan was like, I'm going to be the chef at this restaurant. Or for this summer, I'm just going to work all summer, 30, 40 hours a week. And that was like the original plan. And then what happened was about a month into doing that, I got sick again and I had to quit my job. So now I'm here. My parents started following you and they were like, this guy Russell Brunson is awesome. You should check him out. I was like, oh, whatever. And then I finally like watched it. And then I watched all of Course Secrets in like one night and I built my course, built my funnel, all of that in like less than a month. And now I'm here. So my, I guess my advice is I've had all other options cut off for me. Like the ships were burned for me. I need to make this work. What's your advice for me?

Oh man. Well, first off, I mean, not congratulations on the health stuff, but congratulations on like moving forward despite that. Like most people, that gets them into a funk and they stop doing anything. And it like, which seems like it's done the opposite for you, which is awesome. So, so it's a good question. So you create a course, you like— the next question, like how do you launch? Like what's the next step?

Yeah, I've launched. So on Wednesday, Tuesday or Wednesday, I had about 200 people on my funnel from just organic traffic on Facebook, and about 50 of them made it to my order form. None of them purchased, but I thought that was kind of a big deal. And I also got invited to speak at an event in a couple weeks.

Very cool.

So what's this event for people, like for cooking or for what? What's the—

Oh yeah, so my funnel, so my course is, it's called Stop Scrolling Now. And it's a course dedicated to getting kids off their phones and stop scrolling on social media to try to like do that. I actually, it's funny, 'cause you were going, I was watching Fill Your Funnel and you mentioned that your kids were on it all the time and I was like, I'm gonna pitch him, but I have no idea how to.

But that's awesome. Cool. So the course positioned towards kids or towards the parents?

That's the thing, towards both, which is bad. It's kind of towards everybody 'cause everybody's dealing with this.

Yeah, yeah, everyone's dealing with it. The one thing I think about though is who are the people that have the credit cards they're willing to buy. I had one of my friends, David Fry, he created a course, it was for students to get good grades so they could get a college scholarship or something. And he created the whole thing and it was selling it to the college kids like, here's how to get, you had to get great, so you can get a scholarship, all kinds of stuff. And it bombed for like a year to the point he was literally about to give up. And then he tried just like last minute, it was like, ah, I'm going to see if I can sell to the parents instead. And it just didn't change the course at all, but just shifted the positioning in the sales letter to the parents like, hey, how to get your kids into college and relaunched that way. And it blew up and became a huge, a huge business for him. Because you think about anytime you create a product, like you got to, you have to find people who are willing and able to buy it. And a lot of times, you know, kids may be willing to buy it, but they're not able to buy it. Whereas the parents are willing and able. So I think I would look at that just from a positioning standpoint, because my guess is you got 200 people that came to the site and nobody bought anything. It could be just the wrong people or their kids coming or there's, you know what I mean? So it's like you got to make sure we're getting the right people there, the people who have the ability to buy as well.

So I do, I offer part of my course is I had this author, his name is Tom Kersting. I don't know if you've heard of him, but he wrote about 3 books on getting, like having parents helping their kids get off social media and have like a healthy life without social media. And I was able to get an interview with him and I'm using that as part of my course.

Very cool.

So I could specifically just market to parents, but I also think I also did, I had like a business owner and saying like how social media is affecting your like business and like you're wasting your time on social media when you could be working on this. So like there's so many people I could, go towards, and I'm— I guess I don't know who.

Yeah. So the event you're speaking at, who is that targeted towards or who's the—

So it was on this Facebook group chat, a Facebook group that they said like, I love what you're doing. Could you come talk to us? And it's like, I guess it's just a bunch of adults and they're like going— it's like social problems, like phones, schooling, all that stuff.

Gotcha. So a lot of times it's depending on the audience you're speaking to, you know. So for me, like obviously I sell the products I sell, but sometimes I'm speaking to one audience versus another audience. So I position it correctly for them, you know? And so that's from a, from you speaking at an event or getting on podcasts or things like that. That's what I'd be thinking through is, okay, who's this audience? Okay, I'm gonna customize the message specifically towards them. But then, so that's kind of like if you're getting on events or podcasts or shows. But the second thing is like, as you start going out there to get traffic to come to this funnel, you kind of gotta think through that. Okay, where can I get access to traffic, right? Is it Facebook groups? Am I gonna be buying ads? Am I gonna be going, you know, trying to do joint ventures with people with big email lists? Like you're trying to figure out those things. Like that's kind of where, like that's where you start figuring out the messaging. 'Cause it's gonna be a little bit different everywhere you go. Like even ClickFunnels, like I sell ClickFunnels, but I sell different depending on the market I'm actually going to. Like I'm speaking to network marketers, I sell way different than I'm speaking to, B2B salespeople versus if I'm speaking to brand new beginner, you know, like the message, it's the same product, but the messaging is different. You know, so if I'm on a pod— like I did a podcast a little while ago with, it was with the Franklin Covey Institute, right? So my first question was like, who's gonna be on this podcast? They're like, oh, these are all big CEOs of big Fortune 500 companies, all sorts of stuff. I'm like, okay, I'm gonna not tell my potato gun story in this situation. I'm gonna talk about how I grew a company, you know, like, So yeah, I cater the message to them so I can then get them to come and make that bridge. So then they're gonna buy the product. So if you, like, I would start doing this, I think this first event you're getting on is awesome. It's exciting. Like, hey, like ahead of time finding out from the people, like as much as you can figure out about that audience and then think through, okay, what, like how do I get that audience to care about this thing I'm gonna sell? And I craft your presentation or your talk or however you're doing it kind of with that in mind. Like here's, I'm gonna bridge that gap. And then for you, like, I think this is really good. It's gonna get you like learning how to like teach and to speak on the fly like this. I would go and try to get on a dozen more podcasts in the next, in the next month. Like go to the podcast directory and start contacting everybody who's got a parenting podcast, a homeschooling podcast. And what'll happen is like, as you start doing these, you're gonna find out where your message resonates the most, right? Like it could be like the homeschooling audience is like the audience that's like, that like this speaks the most to you. Or it could be entrepreneurial parents, or it could be, but you're not gonna know till they kind of start going out there and putting the message out there. You see where it resonates. And from there you figure out better and better, like how to get that so the messaging's correct so that when people start coming, they buy. If you study Dan Kennedy, his, the core, he has this like triangle. It's like the, he calls it the, I forget the name of it, but it's like MMM, the message to market match. Like that's the key of all marketing. Like you gotta find the, like the message, the masses, the market, the message, the, like the thing you're selling, right? Like that connection point is what also gets it to work. And so that's like the phase you're in is like trying to figure out like who is the actual market for this? What's the message that's gonna get these people to convert? And as you start testing this in different places, you'll figure that out. And then it's like, okay, I found out this is the segment of market I'm in. And then you can just tweak the copy and the messaging and everything and really double down on that. Does that make sense?

Yeah, it does. Yeah, that, that's very helpful. Last thing, could I show you my funnel just so you could like go through it and maybe like something's wrong with it.

Sure, um, again, right, Dante?

Absolutely we can. Your co-host Mason, go for it.

Gotcha. So, um, this is my, my VSL that I'm sending people to, um, and for my VSL I did, um, kind of like— I don't know if dramatic is the— I think dramatic's the right word, but I did like a dramatic kind of video for it, um, and I— that might be the reason it's not like a like a sales video, if that makes sense.

Yep.

Do you wanna see that or should I just show you the rest of my funnel?

Let's look at the funnel. So let's look at just top right here. So, 'cause the most important part of any funnel is like this first above the fold, the first thing someone's seeing, right?

Mm-hmm.

So if I'm seeing like, I'm someone coming to this page, first thing I'm thinking, here's the truth, sometimes being on your phone can lead to great things, but I have hundreds, out of hundreds day, hundreds day of being on your phone and they end up enjoying, how many that end up with feelings pointed by how you spent your day? Okay. So this comes back to exactly what we're talking about. Like this isn't calling out anybody. Like I'm not sure who this is for, what it's, you know, like, so like if, if you know who you're trying to target, it makes it easy, right? So let's say it's parents, which I think it's, I think initially I would do some version of parents. That's gonna be your lowest hanging fruit to get the right people, right?

Okay.

So it'd be like headline would be like something like, are you a parent who's frustrated because your kids are spending 24 hours a day scrolling on your phone? Here's the truth. A lot of them are, you know, coming into here, like a lot of them are thinking they're getting joy, they're getting these dopamine hits, but at the end of the day, they don't feel good. They're feeling miserable, they're getting depression and anxiety and all these kinds of things. But there is a way to break the patterns. If you wanna learn how, let me walk you through how I was able to break the patterns of this habit and how it's completely transformed and changed my life forever.

Yeah, that's awesome. Okay.

That kind of messaging, then parents are like, whoa, yes, that is the problem. It seems like they notice, like, yes, that's the problem I have with my kids. Whoa, here's a kid who actually went through that and he broke it. He's going to share this with me. Like, yes, let me— like, that's the messaging that I would, as a parent, be connected with. And then I'd want to like, okay, how did this kid how does this kid do it? Maybe there's something that it can help my kid as well. 'Cause everyone's like, if you notice everyone's struggling with this, like every parent, every kid. Stephanie Dub Blake, who's in my Atlas Mastermind program, she's creating a program right now for parents trying to help kids with this. I mean, she'd be a great person. You could potentially be on her podcast or something, but she's doing the same thing right now. She's trying to figure out how to help the parents help the kids. 'Cause like every parent is aware of it and struggling with it and thinking about it. It's like you got a good message, right? That's top of mind for so many people. You just gotta like find that, like dig a little pain into it so they can feel the pain. And then from there, like your solution of like, and then I'd be telling your story. I don't know your story specifically about this, but I'm sure that you went through this, which is why you're passionate about like telling that story, bringing those things out and how, you know, the contrast between whatever it was like prior before you were able to break the addiction and like, and what that looks like. And that's what's going to give people the interest to want to come and actually—

Okay.

What was her name?

Stephanie Dove Blake. She has a podcast called Powerful Parenting Podcast.

Okay.

I should hit her up and be like, I'm a funnel hacker. Say I was on OFA. Russell told me that. Yeah.

I did that for Annie Grace and she got back to me.

Oh, super cool.

Okay, so really the rest of the funnel doesn't matter. It's just like the first—

it's the most important part. Yeah, I mean, we could go through piece by piece by piece, but first you gotta get the right message initially. Um, and if you focus on that initially, that's gonna be the biggest core piece that I'd be focusing on, uh, number one. And then maybe next week or two weeks now, come back on and we'll look at the next piece of it. Uh, but the first part is just mastering that initial, initial messaging to get through.

Okay, that's it. So I'm gonna just change this first message and then From there, just start marketing to whoever the first section is to?

Yep.

Okay, all right, thank you so much, Russell. I really appreciate it.

Yeah, Mason, great to meet you, man.

You too, thank you.

Glad to have you in our community, in our world. You're gonna love it, it's so much fun here.

Yes, it is. Great job, Mason. You did beautifully there, man. And hey gang, do me a favor, bookmark for me, when we're all done with Russell and I'm hanging out with you guys, bookmark for me Dan Kennedy speaking in Arkansas. Just remember that. I have a whole story that I could talk about You know, a message to market match, right? Of course, I only learned it from following Russell and doing the thing, but that was awesome, guys. What a start. Let's hop over to Kara.

Yeah.

Hello guys.

How are you?

Amazing.

Oh my God.

I'm so excited. Uh, first of all, Dante, I met you when I just started. I just started with all the funnel things in November and I got here. I know you're also because of, uh, Kike Jurado. From Spain. And he has been a speaker and he has like grown a lot. And I know you because of him and I have you following. Oh my God, it's crazy. I'm so nervous right now. I'm excited and grateful. So I'm 2 days, since I started, I've been learning and literally like doing this massive action and I have grown a lot and I have learned a lot. And today I'm 2 days away from like my first actual funnel with an actual digital product. I got an opportunity to work with a really big artist, which is amazing. And I'm literally, 2, 3 days away from launching. And I think I was, I literally 5 minutes before this call, I realized that I think my offer and the promise is not correct with their formula. Everything is in Spanish, so I don't think that it's like the best way to like look at the funnel, probably. I would love to, but this everything is Spanish. But the lead magnet is a, like some kind of secret interview that we recorded from the artist where we are sharing like the secrets, all the secrets to be like a great artist. And the ads are for that part, for the lead magnet, all the advertising. And then all the part of the funnel is good and the promise and the story, everything is great then, but I think from the lead magnet, then I have a VSL in the next page and the secrets are going to be sent to their email. And I think that I have some kind of problem there that I, I think there's some kind of something wrong. I'm, I'm from Mexico, by the way.

Okay. I disconnect. So they opting in for a lead magnet and then the thank you page, you have a VSL selling them something. So you're saying there's a gap? What's the gap between there? Is it just like what they're offering to what the video is completely different or what's the gap?

Yes, because I'm, I'm pro— I'm giving the, the promise is that I will give you the interview and the next video that they're looking at is the VSL. Not the interview. It says like the, the interviews in your mail, so people, I think it's clear. But the next thing that they're saying is just like at the BSL, and, and I don't know if that makes sense, or people will like probably leave, or I don't know if that's like a mistake.

Gotcha. So it's on the page, you tell them it's in the thing. Do you mention the video at all in the BSL?

I did mention like unlock a secret video.

Okay. Yeah, because I mean basically just positioning. So like what I would say is, is like on the VSL, maybe it's just adding a little bumper at the beginning where you're like, hey, thank you so much for, you know, asking for the interview. I'm, I'm gonna send an email. It should be in like, I don't know how long your VSL is, but if your VSL is like 20 minutes big, I would tell 'em like, it should be in your email box in about 20 minutes from now. So don't rush right now, but it's gonna be in 20 minutes from now. It's gonna be there. But before you do, while I have your attention, I wanna talk about something really, really cool. And then you can roll right into the, into the VSL. But that way, that way they don't feel like it's a bait and switch, you know, they're like, oh, show me this, but I'm getting this. It's more so like, hey, we have this, it's amazing. It's gonna be sent to your email. You can even show some clips of it. Like, here's the interview. Like, here's my favorite thing to talk about. It's gonna be amazing. You're gonna love it. But again, that'll be in your inbox in 20 minutes. Right now I wanna talk to you about something that's very time sensitive. And so if you gimme your attention for the next 15 minutes or so, I'm gonna walk you through blah, blah, blah, whatever the, and then go right into the VSL from there. Does that make sense?

Yeah, that actually makes a lot of sense. And okay, yeah, yeah, yeah, yeah, yeah. Because if I mention like the amount of time that it will be taking for them, it will perfectly work. And can I just ask another really quick question?

Sure.

So I'm working as some kind of a road partner, so I'm doing like the representation of artists. So the next step after this Funnel is launching with this artist. I'm trying to find like new people and start doing like some kind of affiliation. I, I would like to know like what would you think that will be like a good next step and next focus now like after the funnel is launched and I'm like constantly just fixing details.

You didn't—

right now with this first off, um, first, um, artist, are you— is a partnership with them or how does it— how does it work right now with them?

Yes, but it's like a whole representation. Like we are literally He just is doing his thing. Like, the slogan is like, we do the Spanish is exponenciamos. So we do exponentially the expertise of the artist. So that has to be just focused and we just record everything and do the strategy and invest on it and do like the whole everything. He just has to create.

Yeah. The question is, how do you start finding more people like him afterwards?

Yes. Yes. Should I first like look for more artists or focus on the affiliates of the artists? Because he has a really big community. He has 1 million people on his community.

Gotcha. I mean, I think the biggest opportunity is for you to like make that like a really big thing, right? It's like focusing on that artist, having success, growing it. It's like if you do that and you really like focus on figuring out the best ways to monetize it and to grow it and like, like people will line up coming to you afterwards. Like what? Like they'll ask him like, what's happening? How are you doing all this? Like they won't know and they'll see it happening and they'll start coming to you. So I wouldn't worry too much about finding the next person as much as like how do you turn this person into a million, a $10 million success, right? Just focusing on that. And then when you do that, like I said, everybody else will start coming 'cause they're gonna see what's happening. I've seen in the States, in the States there's an artist right now, Connor Price, who's got, who just kind of blew up like 2 years ago socially. And ever since then, like every other artist is like freaking out and coming to them trying and they try to hire him and his team and all sorts of stuff because he showed, you know, he figured out a way and it blew up independently by himself. And I think that if you, that yeah, same thing will happen. I would not worry too much about that. I think it'll be easy to find the next people. It's just really focusing and like they've taken that opportunity and like learning all the different ways to maximize that and to monetize it and just get better and better and better at that opportunity. And then if and when you want to roll out more, you could. But my guess is there's probably enough money just in the one as well that you could— that could be your, you know, your core business for a long time.

So, okay, so I should— so I should focus on winning the 2K Club with this artist and then focusing on yours?

Oh yeah, that's right.

Okay, amazing, guys.

Thank you so much. And Dante, you really, really, really— uh, when we— I started like doing these phone calls at the beginning, you really like had a lot of energy and it helped me a lot. And you've been amazing and you've had amazing growth. So thank you so much for everything.

Oh, thank you, I appreciate that. Thanks so much.

Great job, Kiara. Thank you for the kind words as well. Let's keep this moving and grooving, gang. Funnel Fridays with Russell. It's best for years. Krista is next. Hey, Krista.

Hey, Dante. Hey, Russell. Can I just say, Dante, we're kind of matching today, right?

Like, yeah, what's up?

So my question today is, so my business is sustainable swimwear. We make swimwear out of recycled ocean waste, ocean netting, plastics like that. And one of my biggest things is I do like lead generation through community beach cleanup events. And so this is going to be my, my third year doing it. And one of the problems that I'm having is I set up my funnel, but we have a limited availability for the cleanups. But as I'm using it for the lead gen for my products as well, How do I, one, do the funnel to where it's limited spots, but then continue to sell the products to them, or at least offer the products to them?

So let me understand. So there's the beach cleanup stuff, that's when they're paying to come be part of, or they're— what is that exactly?

No, it's a free beach cleanup for the community. A lot of big businesses attend, like Coke, Coca-Cola, a lot of local police departments and stuff. So they all join, but it's like a lead gen type thing. So a lot of people, whenever they come to it, they're— it's like a brand awareness type thing. And then they're like, oh, we're cleaning up the beach, but then you're also making your swimwear out of, you know, ocean pollution, you know. And, um, so it kind of marries the two. And so I guess with the limited availability of the personnel at the cleanups, how do I, during the registration funnel, um, still offer my products with, I guess, the limited availability? Because I guess I could show you my funnel right now for the registration.

I'm trying to understand. So only some people can register to come to the cleanup, but you're trying to sell this stuff to everybody?

All right, right.

So you like stream the cleanup so people can watch it from the comfort of their home if they're not there, whatever?

Yeah, so I mean, we do like Instagram Lives and stuff like that. So we share, you know, on social media a lot, but you know, that's free too. But a lot of it is I have the lead squeeze with the registration. And then after that is like, hey, buy the t-shirts. You know, we have Beach Crew t-shirts made from, you know, organic bamboo cotton that supports the cleanups. And then after that on the thank you page, I have the products on the bottom that says customers also love these products. You know, and then it has some more products. So that way we get the registrations, but then we also get them to buy the t-shirts and look at our other products.

Yeah, I'm still not sure the question. The question is like people registering, you're selling stuff, but like how do you just sell stuff separately from registration? Or you said there's limited number of people can register, right? Is that the understanding? Right.

Yeah. So only 100 people can attend because of the location that we're at. But all of my campaigns, like my email campaigns, social media campaigns, all of that is pushing them towards that registration funnel. So in a lot people, I mean hundreds of people go to the registration every year. And so I wanna make sure that they know that it's capped, but also be able to offer, offer them the product if they're already in the funnel, if that makes sense.

Gotcha. Is there a way you can do something where it's like, I'm just thinking like MrBeast style, cuz my kids watch him too much. But like where it's like they're registering for a chance to win a thing to come to it or a chance to do a back or something. So that way You get 100 registrants, you don't have to close it down. It's like, how do you get 10,000 registrants or 100,000 registrants, right? Like, it's like almost like there's like VIP, VIP gets come be on the beach and then secondary is like, we're gonna be streaming in a private Zoom what's gonna be happening in third. And then like you have a chance to win something where you can come with us and be part of the VIP or something like that where now it can cast a bigger net where they're not necessarily registering just for the thing where you're capped at 100, but they're registering for the chance for an experiential thing that happens there or something. You know what I mean?

Yeah, I understand. I guess, I guess like functionality-wise, I don't know how I would do that within a funnel.

Could you make, because you guys don't sell right now the 100 spots, right? Could you sell the 100 spots, people coming in?

I mean, we don't sell the 100 spots because it's like a volunteer type thing, you know, since we're cleaning up a beach. I don't know if there's anyone who would want to pay to like clean up, clean up trash, you know?

Yeah, you'd be surprised what people will pay for.

Yeah, that's very true. We have a guy in our community who sells Bigfoot hunting trips and he kills it with it. So that's awesome. But have you guys just got an idea? You're like, I'm launching a Bigfoot hunting trip funnel, right? Anyway, yeah, I mean, I mean, how many people register for one of these events typically?

So we've had years that it's been like 300 people and the city has capped us this year because that year, it was just chaotic.

Yeah. Gotcha. So I mean, you almost like the first, like you could do a countdown, the first 100 people get to come in person and then after that, blah, blah, blah. And then we're gonna pick somebody who gets to come in and be part of the experience, you know, something like that. So that way you can, I mean, I don't know exactly how to do it technically. I know Jamie Smith has a bunch of, I don't know if you know Jamie Smith that runs CF Pro Tools. But there are a bunch of hacks he built for ClickFunnels to do stuff. So I know like with physical products, he has a little plugin you can plug in. He's like, I only have 20 t-shirts. You can do it. It'll count down to 20 and they'll stop selling them. I'm sure there's some hack that Jamie has in his toolbox of hacks that you can use that would be able to do functionally what you're trying to look for. So you go to cfprotools.com, that's where I look to see if he's got something specifically. But I just think you make it where it's like, all right, we got 100 spots, first 100 people register, you get part of it. Plus you get, I don't know, 10% discount on cool t-shirts. The next percent of people, you know, but something that works is it's like they can still register because they're getting part of the experience. They get to feel the awesomeness. They just don't get to be there. And you just kind of, you just kind of state that. And then on the page, you have like, you know, 100 spots. We have 30 left of 100. We have 17 left of 100, 10 left of 100. Like spots are sold out, but now you have a chance to win to be able to come and be part of the thing. We got 3, we're doing a drawing next week for 3 people. To come and be part of the, the actual experience. Keep registering, invite your friends. I'd even add, I don't know if you know UpViral. UpViral is like a little viral script that you can, you can put on the thank you page where it's like they enter chances to win. So it's like, hey, there's only 3 spots left. If you invite your, you know, invite your friends, you can, you can enter a chance to win. And if your friend wins, you get to come as well. That's kind of the concept. But then like they start virally growing and they start sharing and they get a link where they can share the, the event as well. And I bet you could get from 300 people registering, probably you'd get, you know, a couple thousand registering by having some of these little gamification things in place to get people to want to share with their friends and bring more people in and all that kind of stuff. Does that make sense?

Yeah, that does make sense. I guess just if there are the thousands of people that are registering with the UpViral thing, I'll just have to, I guess, tweak my funnel to where it's only the first 100 and then offer, what do you say, the live Live video for the next—

Yeah, like a livestream or something. And then, and then yeah, then have something where it's like the reason why they would share with UpViral is because they have a chance to win, to be part of it. Or maybe it's, again, I don't know if you have celebrities coming or local celebrities or something like, you know, 3 people are gonna come and have dinner the night before with blah, blah, blah, whoever.

Yeah.

Well, it actually started because I was a big content creator in the area. That's why like a lot of people were coming at first. I didn't do any lead gen, no, marketing at all. That's why I got started. And then so that was kind of like that, I guess upsell was like, hey, I'm going to be there. And when I was there, everyone was like, I want to take a picture, you know? So I don't know if that's something I can offer now that I'm like a little older.

I don't know.

It's been like— for sure. That could be your— that could be your upsells. Just like different, like, hey, get free— first try to get a free ticket. If you want the VIP package, it's $100. You want that? And it comes with the shirt. If you want the double VIP pictures with me, I don't know. I mean, it still blows my mind. Like, we sell our $25,000 coaching program and the bonus, they get pictures with me, and we get 800 people line up for a picture with me afterwards at Funnel Hacking Live. It blows my mind every time. I'm like, why would you want a picture with me? That's so weird.

But yeah, yeah, that's how I felt at first. I was like, hey, let's take a picture.

I don't know, I thought it was like normal.

But okay, yeah, I can definitely think about those things. I appreciate it, Russell.

No worries. Congratulations on the event. That sounds awesome.

Thank you.

Super cool. Uh, Edgar. Yeah, he's ready to roll.

I love the fact that like in our, in our community, like how different and diverse all the businesses are. Like you just saw it today in the first 3, 3 question answers. Anyway, I love it. Like when I got started in this business, everyone was doing the same kind of business. It was just kind of boring. And now it's like here you see so many people do so many things and I love it. And so thank you guys for being awesome.

Awesome. Awesome. Thank you so much for having me. Um, so we are a real estate coaching company and I was wondering if you could review our funnel. Uh, we're going live next week and so we're making changes, adjustments, and we're really excited. And, uh, I saw how you reviewed everybody else's funnels and I was like, I, I need to bring this up.

Yeah.

Um, so would you like me to share my screen or I'll give— I can give you the website.

Yeah, let's pull up the screen. That'd be awesome.

I just made you a co-host. You should be good to go, Edgar.

Thank you. All right, so here is our website. Everything's through ClickFunnels. Um, we're using the, uh, linchpin method, um, which, uh, let's see. I believe everything should be live. So if we go to get our free gift, you get to go to our upcoming program, but it's still like on a countdown, so you won't be able to go further, you would get like an email, um, with another countdown. Um, again, we're a real estate coaching company. We coach agents to be successful, right? Especially in these challenging times with all the laws changing. I don't know if you guys have heard.

Yeah, it's been— I got a lot of friends in that market. It's been a little, a little more brutal lately for them.

So, oh yeah, absolutely.

Okay, scroll, scroll to the very, very top. So this is the very top space. This is where you're driving traffic to, or is this Yes. Um, okay. So my question for you, I look at this, I don't understand the big promises. Like what's the big unique, like the, your unique selling proposition? Like why would I come, like why would I give you guys money versus somebody else? Like the big, like what I see here is the proposition is that I'm gonna get real momentum, but like momentum's not something like that's what they need, but what do they want? Like what's the, what's the tangible sexy thing where they're like, I must click on this button and give you all my money. Like, what's the— what is it like? What's your guys' unique selling proposition?

Gotcha, gotcha.

I'm asking a question. What is it? What do you guys do different?

Oh, you're asking me? Yeah, yeah, yeah, yeah. So we definitely train agents to be listing agents. So that's something that nobody else does. And me, myself, I'm a product of my coach, uh, who's also my boss now. So we train agents to be listing agents, and that's something nobody else can do, or nobody else wants to do, because that's the hardest thing. Anybody can go show a house, be a buyer's agent, and do all these little things, but to go out and be a listing agent, go out and get market share, and that's where the power is, that's where the money's at. That's what we train agents to do. And it's very difficult, and most agents fail. And I think the average is about 90% of agents fail within the first year or two. So that's our value proposition. And also we come from system integrity.

3 times, why is it difficult? It's difficult for them to do it or difficult?

Difficult to achieve. A lot of people just get stuck. They see how hard it is, just so many objection handlers that need to be memorized because let's say someone wants to sell their house, they're going to hit you with, "Oh, why would I work with you?" And then that, just that little thing is too much. "Oh, I have a friend who has a license. Why would I use you?" You know, "Oh, someone's willing to do it for 0.5% off, right? So why would I give you 3%?" So there's lots of different reasons where people just get stuck and can't move forward. And that's where we come in and help you overcome those obstacles.

Okay, so for me, if this is my business, I would look at this. I'm like, okay, that's like— again, this, this above the fold doesn't tell me any of that. This is— this just seems like, um, it's just kind of techno babble. Help agents create consistency and give you everything you need to build sustainable career in real estate. Like, what you gotta do is make this sexy. So it's like, I would lead with like, um, uh, did you know that 90% or 93.2% of all people in real estate fail within the first 12 months? The reason is because they are focusing on buyers, which is actually the wrong thing to focus on if you're just getting started. We're going to show you guys the backwards, the backwards way that we were able to insert your claim, how I was able to, you know, sell 22 houses last year without talking to a single buyer from the comfort of my own home, blah, blah, blah, blah, blah. Right now it's like, whoa, okay, I know, I know it's a bloodbath out there. I know we're struggling. He called it out, 95% is struggling. Talking to, yeah, everyone's telling me talk to buyers. They're telling me not to talk to buyers. Like what is that? Like it's like the weird backwards thing, right? Like we launched ClickFunnels, my headline was the weird niche funnel or my weird niche funnel that's making me. So like I'm using that constantly, this weird thing that's different, that's unique to create intrigue and excitement. And that's what gets someone to register and to show up, right? And so for you guys, it's like you're taking the common, which is, Every single agent's teaching or every single person's teaching you how to go out there and find buyers and blah, blah, blah, blah, blah. Like we're telling you to literally do the opposite of that. So it's my weird backwards thing. That's the opposite of what everyone else is telling you that gave us the ability to fill in the blank, right? So what would be your claim? Like, what's the thing that you like? How, like when you, you said that you did this and you learned it from your boss, like how many, how did it work for you? Walk me down that real quick. Like how many did you sell or what'd that look like?

Yeah. Yeah.

So I went from selling around maybe $2 to $3 million to around $7 million. And that took about a year. Yeah. So that took about a year. It was just a mental thing. I just had so many mental blockages where I was like, I can't, I'm not that, I'm not that guy. I can't do this. I can't talk to, I can't go up to a stranger and just talk to this guy. It was just a mental game, but he helped me overcome that. It was nothing about, you know, the actual work. The work, you do the work and it'll get done. But it was the mental things. So that—

And that'd be the claim that's like how I sold $7 million worth of real estate without having, without working with a buyer. Like something like that, right? It's like the interesting thing that's what good copy is. It gets you intrigued and like, wait, what? What's that? What's he talking about? This is different than anything else. Like, I got to understand that, right?

The one mental hack that took me from $2 million to $7 million in just under a year, right? Like, So good.

Yeah.

The one mental hack. That was really good. That was really good.

Uh, well, no, write down Russell's, not mine.

Okay.

You go back and listen to the replay, but like, that's what I would say. And then like that messaging, you just flow throughout the rest of the funnel. Cause I don't think we need to go through everything. It's like, just like the first one was like, the messaging is the key thing. Like you get the messaging right, everything else will flow. You get the messaging wrong, it's just like hitting a brick wall. No one's going to get past. That, right?

Gotcha.

And then you said this funnel's live.

You have, you have ads running to this funnel, or you're—

so no, that was literally my next question. No, no, so our traffic is gonna go towards these. Um, so let's see again. So it's not live. Um, trying to see if I can access the funnels themselves. Maybe if I could edit. No.

Oh, if you can edit.

Yeah.

Just click the name of the funnel itself. There you go.

There we go. Yes. So that's that. They've opted in. Preview. So this is where we're going to start spending ad money on. And I was going to, that was my next question. How much it would be a good budget, you know, for ad spend.

So first off, same, same thing I told you before on this landing page, right? This is— it's too generic. Multi-million dollar producer in 200 to 300 expired listings. Anyway, it's making this sexy again, right? Like how I, how I was able to flip 32 houses last year using an unknown. And since you tell them expired listings, then they're like, oh, it's expired listings. I know what that is. Like, I usually in a registration page, I try to build curiosity. So usually I tell them what it's not, what it is, right? It was like this weird, this weird loophole I figured out that helped us to— and like saying multimillion dollars seems so generic that no one's going to believe it, right? It's coming down saying we sold 32 houses or we made $1.65 million. Like, the more specific, the better. So the loophole we found that, that helped us to sell an extra 32 houses last year. And then so that's like the— and then I almost hit on the red page back and it's not what you think is. It's not this, it's not that. I'd say a bunch of things that it's not. Now there's an intrigue. What is this? I have to understand. That's number one. Number two question was budget. So, um, yeah, what I look at, what's the price point of thing you're selling on that webinar? Or is that a webinar? I think, yeah.

Yeah, yeah. No. So the, it's a, it's a membership course. Uh, our starting price is $97 and that's for the first month. And then after they're done with that, they ascend to the next level and that'll be $297. Of course they can pay for a whole year and that'll be a lot more.

What are you selling on the actual webinar, though? You sell them a year version on the webinar?

The webinar? No, no. So I'm sorry.

Like, that's—

am I selling the webinar?

That's a webinar opt-in, right? As we see the name, Edgar. But they're going to register for that presentation to learn that secret thing, and you're going to sell them in that presentation, correct?

Exactly. So the webinar itself is free. Yes. So $97. Course and then the $297 course.

Okay. So if you got someone on a 90-minute webinar, you should not be selling a $97 course.

Mm-hmm.

It means it should be—

yeah. Like I see thank you page. Obviously you're doing linchpin. So thank you page, you can put people into a trial for $97 a month course. But if you get someone on a webinar, you should— I mean, the lowest you should sell on a webinar is $500. I'd say at least $1,000 to $2,000, especially in this market, is what you should be selling on the actual webinar. Like doing a perfect webinar, like the way we teach it.

Mm-hmm.

And so if that's the case, that's, that's what I look at.

Yeah.

Like I would, I mean, I would default, I'd probably test on a $1,000 course, which could be, it could be just a year access. And that's what ClickFunnels was, right? We launched it as you get a year of ClickFunnels for $1,000 plus this course, plus the, you know, we create an offer.

Mm-hmm.

But that's what—

Gotcha.

Yeah. Is that what this is right here?

I don't know.

Yes.

And right now you're selling this for what, $97 a month? Mm-hmm. Yeah. So, yeah. So again, $97 a month, what I would offer on the register, on the thank you page. And then what I'm selling on the webinar is gonna be a year version of it. So, so $1,000, they get, they get a year's version, a year's worth, right? Because if to make the webinar numbers work, you gotta have, you gotta be selling mid-ticket. So gotcha. Then it comes back to like, you know, okay, at the end of this webinar, I'm selling $1,000 offer. What I normally do when we launch a webinar, we spend $1,000 to the webinar and I see if I can sell at least one. If I can sell one, boom, we broke even. This is awesome. We don't sell one, webinar sucks. I gotta fix the webinar, rewrite the webinar, spend $1,000, see if I make one sale. If I do, woo-hoo, broke even. Make two sales. All right, now, now it's game on, right? And then, and then you start scaling and rolling it up. But, uh, ideally eventually it's got a spot where you're spending $100 grand, uh, $100 grand a month and then $1 million a month on it, right? But it's just initially it's testing like, like how, like if I make one sale on the webinar, how much do I make? I make $1,000. Cool. Let's invest $1,000. See if I can make $1,000 back. And then, and then that's the first week and then second week and keep, keep going. Uh, so on and so forth from there.

Got it. Got it. Wonderful. Wonderful. Yeah, we have a couple of these.

If you haven't read Expert Secrets yet, read that. That's, that's the guidebook that teaches you exactly how to do that, how to grow it, how to scale it. Um, literally the webinar presentation. Slide by slide by slide by slide. But that's—

I'll get on it.

That's the book that'll help you master, um, how to make the webinar work.

Wonderful. And as for the ad spend, what would you suggest would be the, like a budget, a good budget to spend on a weekly, monthly basis?

So I said, so you run the webinar, if you sell a $1,000 product on the webinar, you spend $1,000 in ads.

Okay.

And try to break even. Okay.

And if money's no object, What would you say?

Same thing. I do not, I do not just dump in $25,000 a webinar and hope it converts. Like, I go slow. You test everything slow, you grow, you scale it. In the Expert Secrets book, it talks about the goal is not to do webinar once, it's do webinar every single week until you perfected it, right? And you get better, you tweak it and you tweak it and you tweak it. So initially you put $1,000 in, see if you break even. If you don't, if you don't break even, the webinar sucks. Go back and rewrite the webinar and spend $1,000 and keep doing that till like, okay, it's working now. Now we start scaling. Now we go to $2,000, then $5,000, then $10,000. But I've seen so many people lose their shirts. Like, I created a webinar, Russell, I spent $30 grand in ads, nobody bought. Like, why would you do that? I don't do that at this point. I don't have a budget, but I'm still going to test something at small scale. Then test a little bigger, a little bigger, a little bigger, and then we start scaling it. And so that's, that's just the game plan.

Wonderful. Wonderful. I really appreciate your insights. I'm going to get on this now.

Awesome.

Thank you so much.

Expert Secrets.

Go read it.

Awesome.

Will do. Will do.

So good.

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Let's hop over to Beth. How we doing today, Beth?

I think we both clicked the unmute button at the same time.

I think we did.

I'm fabulous. That's always my answer. How you doing?

Living the dream.

I can't believe he's live. My question, Russell, is I, um, I do— I, I have a digital marketing person. I've been doing that for about 20 years, but my biggest customer right now is a laundry delivery company. I've been working with them for a little over 5 years. All of their everything comes from Google Ads. They don't do anything outside of Google Ads, and I really want to build a funnel for them. But I don't know what kind of funnel to do for them. They don't have a value ladder. They don't have— and the other thing, when they first got into this as a laundry delivery company, they pick up your laundry, take it, wash it, bring it back. Freshly Folded is the name of the company. And when they first started, there wasn't any competition there in San Diego. They're the biggest laundry delivery company in San Diego. But now there's all these other guys coming in and there's a bunch of national chains and there's a lot of competition. So the ads, ads costs keep increasing and it's just insane now. So I really want to move them away from that and do something different. If this was your company, what kind of funnel would you do and what kind of value ladder would you build?

Cool. Some companies it's harder to do a value ladder if their company's not, you know what I mean? So I understand that may be harder. The bigger, so The biggest thing is like when ad costs go up, you got to make a better offer or a better creative or things like that. You know what I mean? So my question is like, like what's the offer you guys run right now?

They, they have a, they have a one-time pickup whenever you want it or they have a weekly, you know, you pay, you get your laundry picked up every single week. And so you get a little bit of a lower rate per pound if you, if you have a weekly pickup. And then a lot of times they'll have me run like a $50 off of your first order or $25 off your first order, whatever it is. They'll always do a first order deal on the Google Ads. So I know that's something I could put into a value ladder, but beyond that, I mean—

Would they like to use something even like an offer like, hey, get 3 shirts cleaned for free? Or like, 'cause I think about this like, The first time I hired someone to come and take and fold my clothes was a one-time thing and it was the greatest thing I ever did. And now it's been, it's pre-ClickFunnels. So man, 12, 14 years now we've been doing delivery with the same company for 12 to 14 years because they did my things once and I was like, this was so much nicer than me ironing my shirts. Like, is there a way you can even do something like that where it's just like, hey, we're gonna do 3 shirts or 3 shirts or a dress for free or whatever that is, right? And just have an offer like that to get 'em in the door. Absolutely. Because like, that's what I would try is an offer that the big chains probably can't or they're not willing to do. That'd be the first thing. And then, then yeah, like you could run it because they're doing— you said paid ads or organic ads right now?

Paid.

It's all paid ads.

Paid ads. We're spending like $2,000 a month to get 10 new customers and that's worth about $400. I don't know how— I don't know why they're— I mean, it's just insane how much money they're spending in ads. And I really think we could do something completely different.

Yeah. I wonder if you even ran like, yeah, Facebook, like local Facebook and just like all the different, different things. I mean, I would probably just try to make a pit, like the kind of funnel I would try to make is just one. I would almost look at like what Groupon, like style page, like what Groupon, I don't know if those companies are still around, LivingSocial, like those deal of the day sites, but I have something like that where it looks kind of similar. People are used to that, that concept, but making a really, really good offer and then just running Facebook, Instagram, like all the ads locally, you know, geo-targeted around there. And just make a really sexy first time. I would make sure you position as a first time only offer because you don't want your existing customers seeing it and then trying to get free stuff done, you know?

They do.

But I think something like that's how I would structure because like, because you're right, it's going to be harder to get a value ladder. They're looking to, you know, that company's like they're looking for repeat service. Like that's how that one works is repeat service, you know? I mean, unless, I don't know, I've never seen upsell. No, never upsold me on like coming and cleaning all my sheets and everything else in my house, but I would probably pay for that if somebody did offer me that.

They will do that, and they do. They, I mean, we'll run a, we'll run an ad. Like sometimes we've run ads where we're, you know, are you not ready to take us for a spin yet? Um, just have us do your sheets and your towels because some people don't, they don't feel comfortable sending like their underwear and, you know, whatever. And so I'm serious, it's, it's a real thing. And so, um, they'll— we'll, we'll say, hey, just send your towels and your sheets and stuff and, and see if you like it. And then maybe you'll be more comfortable sending other stuff.

Yeah. So, hey, one idea, one idea for you that might help spur money. So whenever I worked, I used to work a lot of local businesses back in the day, and, um, I had a magic trick that everyone thought I was a genius. And I would just, um, they're like, what kind of ad or funnel should I run? I'm like, before we run any ads or funnels, I want you to give me your dead files. And like, what's a dead file? I'm like, How many customers have come in in the past but no longer give you money anymore? And like, oh yeah, we have dead files. And so every company has that. I guarantee that company probably has 1,000 people that in the past have used their services and are not currently using them. And so I do that. I just go get that entire list. I build an email list. I start sending out offers to the email list. And usually you'll make 10x on that versus any ad campaign. And it doesn't cost you any money. It's just free. Free stuff. So every time I go, like I did with the, my buddy owned a gym, he like wanted me to build him a funnel and drive traffic and I just grabbed his dead files and we filled up his gym in 3 weeks. Just make, sent a couple offers to his dead files, people who had been there in the past. And then he is like, all right, I don't need any ads. Yeah, we filled the whole gym up off dead files. So I bet you there's a lot of low-hanging fruit and opportunity just that in the list they're probably not monetizing or using or sending out offers to. So just another thought.

I know they've got a guy that's doing email marketing, but he's going off of like, we have people that come in through the funnel and, or in through their ads and they will sign up for service. And then there's some people that come in and put their email and all this stuff, but they don't actually order us to come pick anything up. And he emails those people, but I don't know that they're going, we've gone backward to people they used to service and see if we're servicing them now. And that's a good idea.

That's what I've never had experience once.

Yeah, yeah. Beth, stick with it. Uh, uh, when Russell has to go and you guys help me bookmark the pizza guy story, we're gonna hit the list. Absolutely.

Yeah, I know what you're talking about.

Yeah, because I learned it from you, Russell.

You kidding me?

Of course you know. So if I didn't know Russell, I didn't— I wouldn't know anything. Hey gang, we're getting really close to 1 o'clock here, uh, and Russell's gonna have to go soon. So I want to go to Nadia and then Dodd, uh, and then of course I'm going to stick around after and, and, and be here to talk to you guys about all this stuff. But Nadia, Let's get after it.

Hi, can you hear me by the way? I just want to make sure. Loud and clear. Okay. So, hi Russell.

Hey.

I have a question with regards to a course I'm making. So this course I thought of making because for instance, so I have so many things running through my head every day. I can't possibly remember to like drink water, take meds, or like sleep at a certain time. Track my expenses, whatnot, right? So I created the spreadsheet. It's a pretty cool spreadsheet. I want to turn it into more of a program. I kind of have it like halfway there, but I also want to connect it to an actual like notification light that a person could have on their desk or on their wall. You can buy this on Amazon for $30. You know, you can program it You can have text on it. Like you'd have a huge sign on your wall that says, do this, do that. So you can purchase it, but it's like, of course it's somebody else's brand. It's somebody else's product, but it would be attached to my course. It'd be a course that I would be making too. So it'd be a course on the basics of like, here, you have to do this and this and that reminders. This is what you have to do to stay healthy. Exercise, you know, do these basics. And then the upsell would be financial literacy or whatnot, like basics, basic stuff that people actually need. Like, I swear people need this, and because I needed it. So, so anyways, this— my question is around the notification light. So do— what should I direct people as part of my course to purchase the light? And program it themselves, or I can create one myself by using, like, it's easy enough, like, it's the same cost for me to create one with an LED display and using, like, either Raspberry Pi or, like, Arduino or whatnot to program those and actually send it to the client and actually make notifications that way. Should I make my own product? It'd be physical product along with the course, or should I just direct people, do the easiest thing, direct people to buy this other branded thing? This brand is typically for people who have dementia. I don't know, but it works. It's something that people can use.

Dementia Secrets.

Right?

So here's my advice, what I would do. So in the short term, I would definitely, I would advise like sending 'em somewhere else to test the offer first before you spend the time and the energy and the money to go and custom label. So for example, before ClickFunnels, I had a supplement company called NurCell and we had, we spent all the money and we built the thing and the funnel was running, but we had no upsells or anything. And so I was like, we should make a skin cream that goes with this. And so we hired a chemist, he made this whole formula for the skin cream and we're gonna make it. But it was like, they wanted, like $80 grand to run the first batch of skin cream. I'm like, what if nobody actually buys this thing? So what I did, I went to Amazon and I found a very similar skin cream to what it was. I bought 100 bottles for like $1,000. They got shipped to my house. And then, and then on the sales page we had a picture of a bottle, but it had our label on it. Like you just, we just Photoshopped our label on it. We had their ingredients on it and we tested it. We started selling it, started selling it. And at first it didn't sell. And so we kept tweaking, eventually started converting really well and we started selling through the inventory really fast. I was like, okay, this is a winner. And then I called the lab, here's the $80 grand, go make our custom one. And by the time we'd sold out of the, the, um, whatever, the, the, the 1,000 or so that we had bought, um, of the generic one, then I had my own product, my product line. But I didn't, I didn't gamble my money until I knew it was going to sell and I knew people were going to buy it.

So do you think that I should—

Rather than sending them to Amazon to purchase it, I send it to them and purchase it myself, send it to them as like part of the package.

Yeah, that'd be, that'd be the easiest for that. And you can even contact the company and be like, hey, can you white label this for me? Like, what would it cost? Because a lot of companies like are really bad at selling stuff and they'd probably be like, I want to order 100 of them, but can you throw my, my logo on instead of yours? And I bet you could get 9 times out of 10, you can get people to do deals like that and it's not going to cost you hardly anything.

Okay. And then without the white label, like, let's say I couldn't white label it. I like, it's totally legal to like purchase it and then not necessarily brand it as your own, but just like send it off to a person.

Sure. Yep. Bundle it in there and go for it.

Yep.

Okay.

Yeah.

Cool.

Very cool. That's exciting.

Thanks.

Yeah. Good luck with it all. That's awesome.

On that note too, gang, I just got word, uh, we're going to have bundles really soon available to everybody. So Amazing. Last, last one for— and then we'll— Russell, it's 1:00. Is it okay if we do one more? Are you up on it? Amazing. Let's hop over to Dodd. How are we, Dodd?

Hey, Dante. Hi, Russell.

Thanks for taking my question, even though it's an e-com question.

All right.

So if not—

yeah, I'm sorry. I will. I will answer that. You'll be right up rocking and rolling after Russell's gone. We're not up to experts.

I'll just listen to everybody else.

That's fine.

You're great, Dad. I appreciate you, man. Let's get after it. Michelle, how's it going?

Okay.

Amazing.

I am not sure. I've been running this funnel to my vintage kitchen people trying to see what they're going to buy, and I just cannot get the offer in front of them that they're going to take me up on it.

Interesting.

What's the offer you've been rolling with them?

So I've got, um, I got a lead magnet going, join our vintage cookbook club, and then I give them the lead magnet and like, okay, what, what can I do to get them to purchase? Maybe I can get them to buy the printed version of this book. So my ads are converting really great from my lead magnet, but they're just not converting as well for the, the next step in the funnel.

The lead magnet's the, the book and then the upsell is the same book, but print version?

Uh-huh.

Okay. I wonder if you did something where it's like the lead magnet, if you just changed it a little bit where it's like they get 10 recipes or something and then, and then the upsell's like, hey, if you wanna unlock all the rest of 'em, they unlock, you know, blah, blah, blah, blah, blah, and a physical cookbook. And you know, like that way they're, they're not getting the exact same thing. They're, there's more value in, in the upsell.

So I did that cuz I switched it cuz my printed version was getting, I think a 3% when I'm looking at my analytics. Was getting a 3% take. Then I'm like, I gotta make more. So like, what if I added a couple other things? So then I'm like, okay, how about I give you the secret place to go look at the 10,000 recipes online, plus I'll give you the printed thing, plus I'm going to try and throw you in a kitchen product. Then I feel like I'm baiting up— I don't know, it's not—

it's just not working.

Wait, it's not working because you feel like you didn't want to do it, or because it didn't actually convert?

It's not converting.

Like, this is a mental— a mental issue on your side, not a conversion issue, but I'm not sure yet.

It's a convert. Like, I'm looking at my analytics, like, I can show you. It just doesn't seem like it's converting yet.

And what percentage is it converting at?

Zero.

Okay.

So like, I'm getting like, uh, $19.95.

Okay. Um, so the physical plus the other stuff. Can I see your landing page for the, the upsell for the book?

Yeah, you're good to go, Michelle. You can share.

Thank you.

The thought of 1,000 recipes stresses me out. I feel like that would hurt the conversions. Like it's too much. You know what I mean?

Okay. So do you see it? Do you see my—

okay.

Sorry.

So here's the landing page. Do you wanna see the landing page?

Yeah, sure.

This is the lead.

Is this, is that the, is that the cookbook right there?

No, I don't have an actual picture of the cookbook. It's in this video I put together, but I don't have an actual picture of it.

What's that box over there? It's here. Is that the box it comes in?

Yeah.

Okay.

Okay.

Step number 1, if you're selling a cook— a printed cookbook, you gotta show the printed cookbook. I'm sure it's in the video, but I would have pictures of it and like, 'cause you got— you're trying to sell the experience, the experiential side of it, right?

Uh-huh.

That's, that's what the vintage, like having it there, like, so you gotta show that experience a little bit more, I think.

Okay.

Um, are they like a spiral bound like book or a Physical book or what's it, how's it actually spiral, spiral bound? Okay. So they, they already have 12 finished cookbooks from the opt-in.

Yeah.

The opt-in is the digital version of this. And so the first offer at least is this bundle of get the printed version of it plus the 10,000 secret place to go look for more and a kitchen product.

What's the kitchen product?

They're called Euro Scrubbies.

Okay.

And that comes with as well. Okay. Can I see the registration page? The opt-in page?

The opt-in page.

Like this one?

Yeah.

This is where you're sending all the traffic to right now.

Right.

Do they know what the Vintage Cookbook Club is?

I don't think so. I mean, it goes down a little bit explaining some, but no, this is—

I just wanna take a quick moment and hop in here. And we just did this on Tuesday with, with the e-com track. And I really want to hit this and I wanna drive it home to you guys right now. We've already seen the framework, how many funnels have come up and how many examples. And if we look at this, the above the fold, the most premium prime real estate on the page, we have number one, half of the page is an image of the Vintage Cookbook Club. And, and we can improve that image very much so. And that image is not really invoking any emotions, right, Michelle? Like when somebody sees that, what emotions is that invoking? Whereas instead, what if we have an image of, uh, maybe a mom, uh, maybe like a current mom who's like 35 and she's with her mom who's maybe like 65 or something, right? And now they're both looking at this book, they're in the kitchen, they're smiling, right? That's what we want to take up real estate with. And also, who are we speaking to here? Become the newest member of the Vintage Book Club. Which, uh, the Vintage Cookbook Club, which I don't know, discover a whole new world of vintage kitchen charm. In trying to speak to everyone, we typically speak to absolutely no one, right? Time and time and time again we said it. So just like it, as soon as you land on the page here, it screams the, the generic, the broad, the large wide net.

Can I show, can I show my screen real quick? Am I able to do that still?

Absolutely. Yeah, you're good, Russell.

So I've only sold one cookbook ever. It's called the Funnel Hacker Cookbook.

Got it.

This funnel, I'm not, I'm not optimizing this for a long time, so I'm not saying this is the best funnel ever, but conceptually, you see like me holding the cookbook, plus you see the recipe. Like I had milk and flour. You see my page, by the way? I think.

Yeah.

Yes, you're good.

But yeah, you see, it's like I'm showing the cookbook right here and like you get my top 22 sales funnels for free inside the new funnel cookbook. Like conceptually that works like, oh, I'm going to get this cookbook. It's amazing. And this is a digital option as well. And after they register, I take 'em to a different page. But again, if I, if and when I rebuild this page, I've taken the, like, next to a page like this, which is like, congratulations, the PDF's coming to you. I wanna ship you a physical copy, but I would use a two-step order form right here. So they see the video of you actually holding it out. This is like, you got the digital, which is great, but I hate digital cuz then it's like you're printing out one page and you can't flip through it. And like the, the vintage nostalgia, the best thing is having it here. And then I, I have it like, so when I'm cooking, I have it on the, and I be demonstrating it. When I'm cooking, it's spiral bound, it's open so I can cook and my, you know, pages aren't shutting or my kids aren't dumping water on it or whatever the issues are with the print one. Or, you know, like I have all the recipes, I can flip through them, I can see it while I'm cooking and like, it's so great. But then I'd have the two-step order form. So it's like ship, like they're seeing it's an offer real quick. Like, where do you want me to ship your, your copy of the, of the cookbook? And like, that's kind of how I would probably structure it if, if it was mine all the way, you know what I mean? Okay, perfect.

Thank you so much.

And I do think, I do also, I think The link to the 1,000 cookbooks makes me nervous because I'm like, it leaves me overwhelmed. I'm like, ah, I almost like on the reg page, like, hey, I just want like, I'd be something like, I just launched this new cookbook, this new physical cookbook. It's amazing. Do you want the first 3 chapters for free? Opt in right now. I'll give you the first 3 recipes or my favorite cake recipe or whatever it is, right? Like, they're opting, like they're seeing the full thing on the reg page and then the ads like, oh, this is a really cool thing. You're like, this is my new thing, but if you want the first thing, if you want these pieces for free, let me know. I've seen people with book funnels, they're like, I'm like, I just wrote my new book, it's amazing. If you want the first 2 chapters, opt in down below. So I show the physical, I give them a piece to opt in, and then the upsell becomes easy. 'Cause like, I want the rest of it. I got 2 chapters, but I need the whole thing. And then the conversions go really high because it's like they have a piece, but they want the whole. Does that make sense? So that's probably how I would restructure it if this was mine.

So my quick question then is, it's more of this passion niche of I just can't get enough vintage cookbooks to look at because it's not that they're my cookbooks and I'm not selling you how to cook or anything like that. It's just a way to get those kitchen people in with the vintage angle. Is that even a good offer then for them? Is— because I know this niche loves looking at these cookbooks and I don't know if this is a bad offer.

I don't know the market at all, so it's hard to know. I would test a version like this first. If it's not converting, then we gotta look at even coming back and be like, what are you guys looking for? Do you want physical? Do you want more digital? Because you could have a membership site which is just like, I give you 5 new digital cookbooks a month and that could be the— maybe it's transitioning the offer to a membership site. If you give them the 1,000 and you gave them everything without, you know, it's like instead you're like, there's thousands of them out there, I'm gonna curate, I'm gonna find the 5 coolest ones every single month or 3 coolest ones every single month. I'm gonna give them to you and it's membership site and digital, and maybe that's the offer, uh, because maybe they don't want physical, maybe. But like, you don't know that yet. So I try the first version, doesn't convert, then I try flipping it to like more of a membership model, give them a free trial where they get 3 cookbooks or 5 cookbooks a month that you're curating through. You're finding the best of the best, you're bringing them in, you know, and, and then kind of structuring it that way as well.

Awesome, thank you so much.

No worries. All right, everybody, well, I've been having a ton of fun. I got to jump on to the next thing, um, But this is awesome. So next Friday I won't be here. Some of you guys know next week I'm doing the Selling Online Challenge. So I'm gonna be doing a full day VIP day on next Friday. But then after that, I think I'm back to normal anyway. But I had fun this week with you guys and I appreciate it. I know Dante's gonna keep doing more cool stuff with you guys. But just biggest thing on my side, I wanna let you guys know, don't forget, like we always say this thing like you're one funnel away, but it is so much more real than you even understand. ClickFunnels, we launched a decade, like next month it will be 10 years since we launched ClickFunnels. And I had this meeting with my team the other day and it was really fascinating 'cause in the last 10 years, as you guys know, I launched a lot of funnels. But if you look at like the majority of the growth of ClickFunnels came from 3 funnels, it's crazy. And like, and we've been working, working and like trying to figure out the next big funnel that's gonna hit for us. And so like I'm launching, even at my level, like I'm launching 10, 15, 20 funnels to find the one that's like, that's the thing that can scale, that can grow, you know? Like ClickFunnels, we launched ClickFunnels 5 times before we hit the one funnel or the Funnel Hacks webinar. Which was the funnel that took it from, from an unknown startup to the point where we had 50,000 active members and we peaked out at 50,000 members. We couldn't get past it. We tried thing after thing after thing after thing. And then the challenge, the funnel we launched was the original One Funnel Away Challenge, which took us from 100,000, from 50,000 members to 100,000 members. And then in between there, we launched other things. But like, I just want to encourage you guys, like, you don't know which funnel it's going to be. So don't be like, so that didn't work. This didn't work. Like, if you, I mean, you're on, you're on our email list, you see like we're testing and trying things all the time. Not that like, not the other ones aren't working, but I'm like, I'm trying to find the next one that's gonna be boom, this is the one that, that scales, right? That, that grows exponentially. I'm not sure yet. The selling online funnel that we're doing this week, that's been our highest converting funnel since the One Funnel Away Challenge 5 years ago. So in my mind I'm like, there's something here. I don't know sure what it is, but it, we're testing it this week, next week. And then if it works, we can start scaling it and growing it. So I just want to give you guys some encouragement, like keep your eyes open, keep doing this game, keep playing it and keep looking because you don't know which funnel it's going to be. But as soon as you get one, like again, you can go from nothing to something. Like Trey's a good example, like Trey's flashlight funnel, it went from $0 to $30 million in sales in like 6 weeks. Like it was just, that's the one that hit. You never know. So it's just playing the game, being obsessed with it, having fun with it, not stressing so much. Like what if this offer doesn't work? This offer doesn't work. Cool. Try another one. Try another one. That's what makes ClickFunnels so fun is how simple and easy it is to keep putting those things out there. And then you get one that hits, then it's like, okay, now, now it's on like Donkey Kong and it's really fun. So stick at it, you guys. Keep having fun. You're one funnel away. I believe it. It's actually a true statement. I've seen it over and over and over again. So keep playing the game and appreciate you guys being here. And I'm going to pass it back over to Dante.

Can we play next one?

Or the selling funnel?

Only if you want to learn how to sell. So yeah, if you go to sellingonline.com, you guys, it's a 3-day event I'm doing next week just teaching the selling side. Of things, like how to create a presentation and an offer and that kind of stuff. So, um, you're more than welcome to come register and come be part of that if you guys want to. And, um, it's gonna be fun. So awesome.

Thank you, Russell. Thank you. That was amazing.