My Ninja Hack To "RFM"

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.

Good morning everybody. Hope you guys are doing awesome. It is New Year's Eve morning. It's the morning of the eve. I don't know if that makes any sense. But heading to the grocery store real quick to get some stuff for the party tonight. I'm really, really excited for it. Oh, and some cool things happening just real quick. For you guys who want timeline of when this is, if you're listening to this in the future. Last night Ronda Rousey fought what's her name, Nunes. The fight lasted less than 48 seconds. It was insane. I got home last night and just like searching, trying to find a pirate hat copy online because I had a hot date with my beautiful wife last night and it was crazy. I can't even, I felt so bad for her. Anyway, so that happened last night and last night I went and saw Star Wars Rogue One. I got to tell you what, people are like, "Star Wars sucks, man, new Star Wars is lame," all these things, right? It was amazing. I don't know. The fact that, I don't want to spoil it for you, but the fact that everybody dies at the end was amazing. That was actually amazing. That sad, but that was like so cool for the storyline. And then the fact at the very end when Darth Vader is like, has this fight scene, he's going through like thrashing everyone. Like, how could someone not think that movie was not amazing? I don't know. Anyway, it was amazing. So yeah, it's funny because I get done, and not that I'm easily amused, but if you listen to my podcast a while ago, like, I know how much money they invest in that. I paid $12 for the ticket. Insane. And they entertained me for that long, and it was, it was amazing. So I loved it. Anyway, that was really fun, but I died I digress, 'cause today, I'm in the morning doing a podcast, 'cause I've had something I wanna talk about for like 3 days, and I keep forgetting to talk to you about it. So I'm like stopping everything, I almost did it like last night, at like 2 in the morning, 'cause I'm so excited, but I was kinda tired, so I'm talking about it now. This is a cool thing I wanna share with you guys, 'cause it was like a big epiphany for me. Oh, in fact, let me catch up, last podcast I told you about my goal, what we were doing, trying to 3x the company. In one night we had like $300,000 in new money we had to make. It was insane. So we launched funnelimmersion.com, so you guys saw that, plus we went and just hit all of our other Hail Mary passes. Of the 5 Hail Mary passes we threw up, almost all of them hit. It was crazy. In, within, yeah, within 24 hours of me doing that podcast, we had made over $500,000 and smashed our goal. It was crazy. The last 2 days we didn't even do anything, but then the next 2 days, because of the momentum of that first initial push, It was insane. So we did, well, we'll see what happens today, but in the last 3 days, we needed an extra $300,000 in money and we made almost a million. In fact, it was crazy. For us to triple the company, and I didn't know this till after we did it. I'm glad our accountant didn't tell me 'cause I would've thought it was impossible if he would've told me. God, I'm so glad sometimes people don't tell you stuff. Belief is such a funny thing. But he told me after we smashed the record, he was like, just to put this in perspective, he's like, for you guys to beat your record In December, the worst month in the industry, you would have had to make 40% of the money that you actually made all of last year. I was like, what? It's just crazy. And we ended up doing, I mean, we may actually hit it, like 50% of last year's revenue in December, which is crazy 'cause last year was an 8-figure year. So 50% of our revenue, we basically got half our money of last year we did in December. And then, way more than 3x our company from the year before, which is crazy. So, I feel bad for the morons in 2017 that run this company, 'cause they've gotta 3x that again. Oh crap, that's me. Dang it. And I was like, the harder, the more we do now, the more we have to do next year, so it'll just keep raising the bar. Anyway, alright, so let me step back. Oh, and there's so many other cool things I wanna share with you guys. Funnel Hacker TV episode 1 is finished and it's amazing, and all the other ones are in production. The 2 Comma Club video and award thing is in process and almost done, like, there's so many, I can't even tell you guys how many cool things are happening right now. The new marketing in your car, MP3 player/funnel/element in the editor are all gonna be live next week, next Thursday. I've been going for 4 and a half minutes, I haven't even talked about what I'm talking about 'cause I'm so excited. There's so many cool things happening right now, you guys, and just blowing my mind. So, alright, with all that kind of cool stuff happening, I wanna share with you guys the gold nugget that I think is huge, that I can't even like, I can't even, it's gonna be exciting. So here it is. For those of you guys, I feel fortunate that I got started, I got started learning this game back when the internet was just kinda getting new. And so the only people to learn from, like Corey Rudl was there, he was the pioneer, Corey Rudl. And then outside of him though, there was nobody that like, there wasn't a lot of people teaching. Then the Arnold Moran came out, there's a couple guys, but there wasn't a lot of stuff, right? So for me to learn this whole marketing game, I had to go back to the old school, right? There's no school like the old school. So I was learning from Gary Halbert and Dan Kennedy and Jay Abraham, and like, so most of my foundation actually came from those guys, and then like, how do you actually apply it to internet marketing? And I feel bad 'cause most of you guys who are listening now came in in a day and age with a million internet coaches, and you miss like, A lot of this cool foundational stuff that I was blessed enough to get by studying these old legends. But anyway, so when I was learning from those guys, it was back like, everything they were doing was direct mail and I was just always trying to figure out how do we relate that back to what we're doing. So one of the big things like, the way that direct mail would work, right, is like you'd have an offer, you'd write a sales letter and you'd go, you'd rent a list of people that are likely to buy your product. And so when you're buying a list, like how do you know like, am I getting a good list or a bad list? These guys, I don't know who it was, came up with a formula to find out how good a list actually is. And so the formula was based on 3 letters, RFM. So RFM is like, if you're a direct mail person, this is second nature to you. If you're not, let me talk about it. So RFM stands for recency, frequency, and then monetary value, RFM. So if I'm running a list, I'm saying, okay, I want a list of people that have bought a business opportunity product, right, or let's say I'm selling supplements, I want a list of people that have bought health supplements or nerve supplements, whatever it is, right? So the first thing I want is recency. I want somebody who's purchased something recently. You may think, well, if they already bought something recently, they're probably not gonna want my thing. No, it's not true. One thing we know about buyers in heat is when someone buys something, they buy a lot of things right around that period of time, right? So if I'm selling a business opportunity, I wanna sell to somebody who's recently bought a business opportunity, okay? Kinda doesn't make logical sense, but it makes perfect sense when you understand how buyers work, right? Think about when you first got into this business and you started learning about how to make money online or whatever that thing was for you. You didn't buy one thing, okay? You were a buyer in heat and you bought a lot. So I wanna sell to people who are buying things, who have bought things recently. Second thing is frequency. I want people who are buying things frequently. They didn't just buy something once and never heard from again. I want someone who's bought 5 business opportunities in the last year. Okay, they're frequently buying. And the last one is M, monetary value. People who are spending a lot of money. Okay, they, the more money they spend, the more money they're likely to spend, right? People like me, I buy things recently, I buy things frequently, and I spend a lot of money. I'm like the dream buyer, right, in the markets that I'm interested in. So RFM, that was the thing. So like when I'm getting direct mail lists, the higher the RFM score is, the better that list is for me. And so what's cool is in ClickFunnels Actionetics, Those of you guys using Actionetics, like, we haven't started training really hardcore on this yet. That'll be one of the big things for next year. But we have an RFM score. In fact, we have an RFMS score. And so like, if you look at the action score of a contact, so if you're in Actionetics, click on a contact and you'll see a little circle in the top right-hand corner. It looks really cool and it's their RFMS score. So it stands for recency, frequency, monetary value, and then the S stands for social. 'Cause one cool thing that the internet's brought to us is the ability to watch people socially and stuff like that. And what one of my buddies, Jeremy Shoemoney, he found out, he did some tests and he said that, he owned an autoresponder company for a while so he was doing all sorts of really cool tests and monetization stuff. And one of the magic things that he brought to my world was he found out that somebody who joined his list who used their actual Facebook email address or social email address that's hooked to a real social account is worth 80 times more money than somebody who uses a throwaway email address, 80 times. So for him, in fact, if people opted in and they didn't use their Facebook email address, he would just delete them as a record. He wouldn't even use them because it was such a waste of energy to market to them. And so for us, we add in social as well, so RFMS. So you get the score of each of your clients that comes in and say, oh wow, RFMS, like how valuable is this person to you? So you'll see in ActionX in the future, RFMS is gonna be a big thing we'll be talking more about. But I digress. Let me come back to what I'm talking about. So for me, like, I had this big epiphany this weekend as we were doing this launch, people were buying stuff and getting in, and like there's something about when people buy, there's like new excitement, new energy, and like we did this Funnel Immersion sale, like we sold a lot of them and people were going crazy and like everyone in the Facebook group's like trying to convince everyone else to buy it and like people, I felt bad, someone go to the Facebook group like, so what's actually in this thing? Russell never even mentioned what's in it, like why am I giving Russell money? And they're like, who cares, just do it, like Russell says buy it, just buy it. Everybody in our group's jumping in and like it was awesome, it was like the coolest thing ever. So anyway, Anyway, I started thinking about this, right? Like, like, in, and this is like the pro and the con of kind of what we've been doing over the last 2 years. I think my audience, especially my inner circle members, and hopefully you guys listening as well, like we've gotten really good at like doing the webinar week, right? Like bringing new blood into your business, everyone's doing that. And so they're getting people to purchase, but then it's kind of stopping there. And like, we're not, we're not getting people to purchase more often, and that's what a lot of people's businesses are struggling is that they're getting really good at selling the first product, but then they had nothing else. Offer to our audience to monetize the list that we've built. And so I started thinking about this and I was like, so next week on marketingyourcar.com, actually it's funny, you guys have been hearing this in the intro and the outro for a little while, but we're actually finally launching the free MP3 player and it's amazing. And so next Thursday we're doing a big launch around it and we're gonna try to sell I think about 7,500 MP3 players. So I think we'll sell those within a week or so and then just go from there. But I'm gonna do free plus shipping thing and there's not really like, People are gonna look at it and be like, Russell, this funnel's no good, like you didn't really monetize it that well. And it will, there's, actually I think it's a really cool funnel. But you're gonna notice for me, like I'm gonna be putting out a lot of things that are just little front ends that are cool, like new t-shirts, new, just a lot of front end things. And the reason why, and I had this thing, is like if what we want our people doing, right, if someone wanted to rent a list and they're looking for recency, frequency, and monetary value, How do we stimulate those in our own lists? Okay, how do we stimulate? And so there's different things, but I was looking at frequency, like how do we stimulate frequency? Like no one's ever talked about that, or I've never even thought about that before. And I was like, the health of my customer list is gonna be based on how frequently they're purchasing from me, right? And so if I don't have very many opportunities for them to buy from me, they're less likely to buy from me, right? And it's hard to keep selling new info products, and you gotta like have a new hook, new angle, but like I want people, to keep buying from me, 'cause the act of buying is gonna keep them warm, right? In fact, I remember TJ Rohleder, he's a biz op direct mail guy, I was talking to him one day and he was like, hey, you wanna rent my list of buyers? I'm like, what, why would you do that? And he's like, the more they buy from you, the more they're gonna buy from me. I need to keep these guys frequently buying. I was like, wow, how interesting, I never thought like, it's just such a different mindset from what I've always thought, it's like, only sell them things every once in a while and build up the hype and make it this big thing, And so for me, I think one of my big focuses for this year is I want to create frequency in my buying, in my customers' buying habits, and your guys'. Okay, so I'm talking about you. I want you buying from me often. In fact, I told my team, I want our customers buying something from us at least once a week minimum. I want that frequency up because if they're buying once a week minimum, then they're gonna stay customers and they're gonna keep, that's the health of our list, right? So if we want to increase the health of our list, we gotta get them buying often. And I think my goal is at least once a week. So what I'm gonna be doing is I'm gonna be trying to create something cool once a week, not like a new training program, info product, those things are hard, but just a new thing once a week that you guys can buy from me. So you're gonna see me do a couple things. One is I'm gonna be pulling out little pieces of like Funnel Immersion, Funnel Immersion ended up with over 100 hours of content, which is awesome. So maybe pulling out little pieces of that and low-ticket things just to get people like, hey, go buy this training on tripwires, this training on the, like just pulling out little pieces, right? You may see a lot more physical products, t-shirts, free plus shipping t-shirts, free plus shipping shoes, free plus shipping ClickFunnels bottles, like just tons of little swag things that aren't, I'm not gonna make any money on it, but I'm just gonna be stimulating frequency in my customers, frequency of purchasing in my customers to increase the health of my list. And these aren't gonna become front-end offers we're driving big Facebook ads to and trying to optimize the campaigns, all that stuff, no. I'm talking about the only goal of these things is to increase the frequency of the buying patterns of my customers and then build a culture 'cause they're gonna have all these cool t-shirts and socks and shoes and playing cards and stickers and, Yeah, as many cool things as I can come up with, but that's the thought. So anyway, I wanna throw it to you guys. I know I went really long-winded on this one 'cause I'm so excited, but think about that. How can you increase the frequency that your customers are buying from you? 'Cause if that's how we judge how good the health of a list is, that's probably how we should judge how good the health of our customer base is, right? How often are they buying from you? And how do you, now you know that's something that's important, how do you stimulate that? How do you create cool crap they're gonna wanna buy? It's not gonna be like, 'cause it's hard, like if you're selling $1,000 courses, you can't do that every single week, like people aren't gonna keep buying it, like that's not sustainable. So if you have a whole bunch of super low ticket things that, again, for me I'm not gonna make any money on my free plus shipping things, but it stimulates the frequency of buying of my customers, which makes them better customers when I do come out with the big things. Because they've been used to buying weekly from me. They're enjoying it, there's an addiction that comes with that. I don't know about you, I'm addicted to buying things, I love buying things. I wanna feed that addiction through frequency. So that's my thought for you, just think about that. How do you stimulate frequency of your customers? And it doesn't have to be weekly like me, 'cause that's gonna be kinda crazy for most people. Even for me, I don't know how I'm gonna keep up with that. But for you, think about that. Like maybe it's once a month. Like how do you get them, How do you increase the frequency of buying? So anyway, there you go. And I'm gonna leave it there for today, but hopefully this stimulates some thoughts in your mind. Like, how do you— now that you know this, how do you increase the R, the F, the M? How do you increase all those across the board? If you start thinking about that and stimulating it, like, hey, I need people to buy recently. So that comes back to frequency too. If I'm gonna buy— if I'm getting people to buy something each week, they're recent and they're frequent. So I kind of kill two birds with one stone. So two things that are increasing my listing, my customer health. And next thing is monetary value. So obviously, free plus shipping, they're not. But if you sprinkle in every 6 weeks or every quarter a higher ticket thing, boom, it increases monetary value and it keeps this thing going and it's gonna just increase the health base of your customer list. So that's what I'm thinking about this New Year's is that. Hope it gives you guys some ideas as well. There's some magic to this, you guys. I look at right now at our, in fact, I got a video from John on my team the other day, it said like, he's like, He's like, look, our cult's way better than their cult. And I go, what? And I look and there's a video and he's showing our social stuff versus LeadPages versus Infusionsoft. And if you look at that, like, our social profile's like, boom, trending up. Our people talking about us, boom, trending up. Like, all these things are trending up. And then you look at LeadPages and it's like trending down. You look at Infusionsoft, it's trending down. Like, no one's talking about them, nobody cares about them. Like, what's the difference, right? Boom, we're stimulating growth, stimulating conversation, making things exciting. Building a culture, and now we're gonna start increasing the frequency of this stuff and this is gonna be insane, so, I'm so excited. Anyway, appreciate you all. I gotta go get some groceries, my wife's gonna kill me, so I will talk to you guys all again soon. Have an amazing New Year's. You're probably listening to this after New Year's, so I hope you had an amazing New Year's. And if you listen to this after Thursday, go get your free MP3 player at marketinginyourcar.com. Thanks everybody, talk to you guys soon.

Thanks so much for listening. We hope you enjoyed the behind-the-scenes look at our funnel hacking project. You can also watch the Funnel Hacker online reality show and watch us build and launch funnels live at www.funnelhacker.tv. If you'd like to come hang out with your fellow funnel hackers, come join our Facebook group at www.projectclickfunnels.com. Oh yeah, and don't forget, 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.