My 5 "Hail Mary" Passes To 3x Revenue

Welcome to Marketing Your Car, the podcast for funnel hackers everywhere. You're now part of a small group of underground entrepreneurs who are trying to change the world through the products and the services that we believe in. But because we don't rely on venture capitalists, we don't have financial safety nets, so we have to do things differently. We have to do things smarter. We do that through an art and a science we call funnel hacking. This podcast will give you a glimpse at the daily life of a funnel hacker. So let's get started. What's up everybody? Good morning! I hope you guys are doing awesome. It is so cold here right now in my car. Freezing, and I forgot my coat. Dang it. Why do I always do that? Anyway, I hope you guys are doing awesome. I just wanted to share some cool stuff with you guys today 'cause I'm so excited. I've not been able to sleep. I don't know if you guys have like the Stripe app on your phone, but last night I was refreshing every like 30 seconds and so fun. I love this game. Like seriously, this is the game we get to play for a living and it is the most insane, fun, cool, exciting, frustrating sometimes but always rewarding game and so much fun. So I wanna tell you guys about something that we are attempting to do right now which is super crazy and fun and I wanna show you my execution plan because I think it'll help you with whatever your execution plans are. Just kinda see how I look at the world and how we're trying to hit a big goal in a very short finite period of time. And so basically this is it. I haven't told this publicly anywhere but for you guys I can tell you 'cause you're my people, you're my peeps. Alright, so what we, what our goal was last year in ClickFunnels, we wanted to triple our revenue. And that was like one of those, what they call them, the BHAGs, Big Hairy Audacious Goals. And so it was like, let's triple revenue. And it was one of those things that like, I was like, yeah, that can happen. And everyone was like, yeah, it can happen. But then you never really know, you know what I mean? And it wasn't something that we stressed about every day, like okay, what's revenue, what's revenue? 'Cause like, I'm a big believer of like setting a big goal but then not like, I don't wanna say not focus on it, but it's not like, I don't want that goal to destroy the customer experience, right? Like I wanna focus more on like how do we serve these people and then that goal somehow magically will appear, right? So that was the goal. So we had this thing, we want to 3x our revenue, which is a lofty goal, but like why not? We might as well do it, right? Like we got nothing else happening this year, let's do that. So that was kind of the goal and we started going towards it and didn't really know what or how we were gonna do it, but, We were just trying a whole bunch of different things, right? And so you guys probably watched over the last year a lot of things we've tried. We've tried this and tried this and some things huge smashing successes and some things are failures. Anyway, so we get to December this month, the month of the coldness, and I kind of, not I had forgotten about the goal, but just hadn't really looked at it. So I asked Clint, who's my accountant, said like, "Hey, so where are we at on this goal?" And he told me and it was like, "Huh." And the number like we had to get in December was, We had to make what we normally do, and without sharing revenue numbers, we needed to make an extra $1.5 million on top of what we did the month prior, which was a record-setting month for us, to be able to achieve that goal. And we're like, huh. So we basically have to break our best month ever and increase sales by an extra $1.5 million. And I was like, okay, maybe? And then we're like, oh wait, December's the worst possible month to do, in our industry typically December's the worst month, right? Ah, it's not gonna work. And it was like all these doubts and fears and like, ah, there's no way we're gonna make it. But then we're like, you know what, let's still like, let's make that the goal. So I told him, 'cause this is the big thing with goals, like if something's in front of your face all the time, like you're more likely to achieve it, right? That's like when I wanna lose weight, I write on the board next to my scale like how much I weigh each day. So I'm like, oh crap, it's like visible so you see it. And so I said, okay, every single day I want you to send how much money we've made year to date and then how much money we have to make to hit our goal. And so every morning for the last like, what, like 20, 27 days now or whatever, I got an email that says, hey, so far we're this much for the year, this is how much you gotta get to beat your goal. So it's like, okay, crap, we still gotta, we got that much money, that much money. And so we started doing things and like started making us be creative and so we started going and doing and you know, if you listen to the podcast, we had a webinar earlier this month that did $800 grand which was awesome and as awesome as that is, it only gets us like halfway to what we needed to do in extra new money. And so we're trying different things and we're just doing a bunch of stuff and then we have Christmas, like everyone's taking like a week off for Christmas and then This is happening, that's happening, so anyway. So what happened is like the beginning of this week, which is the last week of the year, we looked at it and was like, okay, so we have to make, and it was like looking at it, it's like, oh, we have to make an extra like half a million dollars on top of still doing all the other revenue we normally do each day. And it was like, that's what we have to do. And it was like, ugh. It's like, how do we make an extra 100 grand a day every day this week? Like that's kind of what we had to figure out how to do. And it wasn't 100 grand a week, it was an extra 100 grand. Like, ah! So much stress, and so what we did, and this is the lesson, is is we sat down and said, okay, we can't just plan on one thing working. We've gotta have a couple different backup plans. And so we had a little meeting, I said, okay, we've got some Hail Mary passes and we're gonna throw a bunch of Hail Marys in the air and hopefully we'll catch one or two or three of them. And so we came up with 5 Hail Mary passes. And in my business it's gonna be different than yours, but we came up with 5. One of them was, I had this idea for what if we took a bunch of our old unreleased content, funnel-related events and stuff that we never sold and put that in a package and call it Funnel Immersion. Some of you guys may have seen that. So we launched that yesterday and lo and behold, the first day, it's been, well, it's been like 15 hours, we've done over $100,000 already in that. So I was like, oh yes, one Hail Mary pass was caught in the end zone. But we haven't won yet, so like what else can we do? And so I started like looking at our database, looking at our people and started segmenting things. So I was like, okay, what are the other big opportunities to make money quick? One of them is our certification program. So I looked and over the last 12 months there's been I think 14,000 people that registered for our certification webinar. And from that obviously we're on 14,000 customers. I said, okay, we'll take that segment, they're obviously interested in it, let's give them a little, like, let's push them to take action before the end of the year. So we sent our campaign to these guys, basically getting them to call in and say like, hey, basically don't apply, you've already applied, just call this number ASAP and we'll get you in this certification program. So we did that, and then certification's $10,000, so yesterday I came in the office and the phone's ringing off the hook, they're dialing, they're interviewing people, make sure they're a good fit for the program, and sales are going up, boom, boom, boom. So like that Hail Mary pass, we threw it up, So far, it's halfway caught? No, it's been caught. You know, we still have 3 days of sales on there to figure out how much we're gonna get from that. There's another one. We had one where people keep begging us for yearly option. We always fought against that inside of ClickFunnels. But we decided to make it available just when people log in. So when people logged in this week, actually started yesterday, the thing pops up saying, hey, you have a one-time offer. You can get 2 months for free if you buy yearly right now. And that was the headline right past me through and it landed and it's working and then, Our event, we've got I think 8 booths and we haven't sold any booth space yet. So Dave has been out there calling people like crazy trying to sell booths and he closed the first one yesterday. He's got 3 or 4 more lined up for today. And anyway, we just had all these different contingency plans and then we all jumped in and started executing them. And it was based on like looking at all of our opportunities and like segmenting them out. Like funnel immersion goes to everyone, right? Certification goes just to people who've raised their hand last year about certification. You know, and everything's kinda like that. And then Dave's going out to different affiliate partners like who are ones that can bring in a lot of sales in a short period of time. So we're doing deals with them in the next 3 days, trying to get them to push before the end of the year. And like, just doing a whole bunch of different things. And looking at it now, we're still 3 days away, but I think we're gonna make it, which is insane. And it's, ah, so exciting. And anyway, I'll let you guys know for sure if and when we do. But you'll know if I'm New Year's Eve doing a Google Hangout for 22 hours trying to close everybody on buying stuff, then that's probably why. Just a heads up so you guys know on the inside, is 'cause we have to reach our goal. Like, we're so close and we're gonna make it. And it's just exciting, so that's fun. Now, to take that to next year, so we set a big hairy audacious goal, or BHAG, for next year to triple revenue again, which is like insane, especially like, yeah, it's one of those things that's just like, huh. But that's what it was last year too, I was the same thing, I was like, huh, well, might as well, what else are we gonna do this year, right? So this year we said like, let's triple it again, which if we do that, it would be insane. And so, golly, it'd be insane. So my question for me and for our team is like, well, how are we gonna do that? And we're like, huh, well, we can't just like come up with one idea. Like, we need a whole bunch of Hail Mary passes. And if one or two or three of them hit, like, we could actually hit that goal. And so we come up with some big Hail Mary passes. So one of them is the book launch, the way we're executing on the book launch and tie the book launch to the infomercial. Like, that's one huge Hail Mary pass. We've got, we have, I don't wanna ruin all the surprises. We got some cool stuff happening this year. But we have 4 or 5 Hail Mary passes. 1 or 2, well probably if 2, if 2 or 3 of those Hail Mary passes hit, we're gonna hit it. If they don't, we don't. But at least we've got like 4 or 5 balls up in the air, right? Like I'm not a big football dude, but like the best games to watch are the ones where like they're down and they're throwing these Hail Mary passes and they've got, you know, 4 downs till the game's over and they've got 4 Hail Mary passes and it's like, ready, hike, everyone sprints, quarterback lobs it in the air as far as he can, boom, drops the ball, okay. You know, we got 12 seconds left, 3 plays, right? Hike, lobs it up in the air, lobs it up in the air, and like, they get 4 shots to lob this thing in the air and they just gotta catch one. Like, they don't need to have 4. If they just catch one, they're gonna win the game. And that's how I feel with this a lot of times is. And so for some of us, we go into battle, we go into this game, and we're like, okay, and all our eggs in this one basket, like, okay, if this thing works, then I'll be rich. And then it doesn't and you're like, crap. And then you're screwed because like, that was it. You didn't have any other, you had no other balls in the air. And so I like looking at this as like, okay, not, not so much contingency plans, but like, if this doesn't work, then this. It's like, no, let's throw 3 things in the air. Like, let's try this, this, and this, and hopefully one of them will hit. And if it does, then that works. And if not, that sucks. At least we got 3, 3 shots at the goal, right? 3 is better than 1, usually. I'm not saying by this, like, create 3 different businesses. That's not what I'm saying. I'm saying 3 different ways to execute on this idea to get her done. So anyway, hope it helps. I'm freezing, I'm gonna go inside and get warm. But appreciate you all, I'll let you know how we do on the goal. And if you haven't bought Funnel Immersion yet, go buy it, help support the cause, help ClickFunnels triple, it'll be amazing. Alright, appreciate you all, and we'll talk soon. Thanks so much for listening, we hope you enjoyed the behind-the-scenes look at our funnel hacking projects. You can also watch the Funnel Hacker online reality show and watch us build and launch funnels live at www.funnelhacker.tv. Hacker.tv. If you'd like to come hang out with your fellow funnel hackers, come join our Facebook group at www.projectclickfunnels.com. Oh yeah, and don't forget, you can get a free MP3 player with the first 257 episodes preloaded at marketinginyourcar.com. Join us next time, and remember, you're just one funnel away from your dreams.