Our Backwards, Sneak Attack Product Launch Idea

Hey everyone, this is Russell. Welcome to a really strange, different version of Marketing in Your Car.

Welcome to the Marketing in Your Car podcast, where you can increase your traffic, conversions, and sales in just 10 minutes a day. And now, here's your host, Russell Brunson.

Alright, so I'm in the car right now with Dave.

Hey guys!

We are heading into the office. Today is Funnel University launch day. No matter what. Like, you guys have heard me complain. This has been, I'm a big believer in the whole letter gold thing. This time we killed 3 people. There's lead in some people's, 'cause we missed the deadlines. But today it's happening no matter what. And so, we're driving, we just had an idea. So we're brainstorming about it, but we just wanted to share with you guys, 'cause who knows, something good might come. So typically, in a product launch, we promote the product to everyone, right? So we're thinking like, what if we do a complete sneak attack, and instead of promoting the product, we promote the opportunity to sell the product. Product to our entire lists. So like we email all the ClickFunnels members and basically just say, hey, step number one, roll out this new product that's coming out. First step, you need to go get it 'cause you gotta become an ambassador of this. So go get it 'cause it's amazing. And then second step is you need to be an affiliate. So click here to get your affiliate account and let's go spam Facebook, or you know, let's go market it efficiently to Facebook and other places. But like it's like the complete backwards, sneak attack that'll either work or it'll completely, completely bomb. I don't know.

Well, it also ties into what you were talking about yesterday in Marketing on the Car as far as having the importance of having your own affiliates.

Yeah.

And so now guys, as everyone is a ClickFunnels user, as a ClickFunnels user you're automatically an affiliate. And so now you can basically show every single person real quick how you can make your very first few bucks online if you're not already doing it. If you've already got a list or if you don't have a list, how you can now go out and promote something for ClickFunnels. Oh, by the way, we also have sticky cookies, but that's for a different topic.

Yeah, we can talk about that again.

But, so you have the opportunity of making money right away.

By giving away a gift.

By giving away a gift.

Yeah, here's a gift worth $700, $800, you give it away for free, and anyone you give it away to, you commission. So let's talk about sticky cookie things. So this is a cool thing we just built. We're the first ones to test it, but I think it's ClickFunnels-wide, right? It is. So the way sticky cookies work, it's using backpacks. So let's say you promote Funnel University, and somebody signs up, but then like, 6 months later I convince them to get a ClickFunnels account, you get commissions on that. Or 6 months later I convince them to buy my book, you get commissions on that. It's sticky to the person. But they're not, so there's a fine line between sticky cookies and like first cookie wins. 'Cause I'm not a big believer in first cookie wins. So here's the lifelong affiliate debate, right? One is like, first cookie wins means if you click on my link first, then that cookie lasts forever, so if that person ever buys, you get the commission. Which is good for like fast movers, but then people who come in later, it sucks 'cause then someone comes in 6 months later and convinces somebody to buy, gives them a big bonus, and then they don't get commissions 'cause that first dude 6 months ago got the first cookie. So Sticky Cookies is not that because we didn't want to make it so people don't want to promote.

[Speaker] Yeah, as a product owner it really messes things up because then the only people who ever promote are your very first affiliates.

[Speaker] Yeah, there's no incentive for people coming later. So Sticky Cookies works where it's sticky, so like let's say you get somebody to opt in for the ClickFunnels trial but they don't buy, or let's say they opt in at their house and then they go to work the next day and that's when they decide to buy. Or let's say they opt in for Funnel University, they don't buy, but then they buy ClickFunnels 3 weeks later 'cause like the follow-up sequence sold them, and they buy that from a different computer, sticky cookies will follow that person around, and so if they buy 3 months later, it'll still give you the commission for that person, even if they're on a different browser, different computer, different product, any product in our product line they buy, you'll get commissions. The only way you would lose that person is if a new affiliate re-cookie'd them, it would override the sticky cookie. But the sticky cookie's there for as long as, Like it follows them. The way it works is it's not just cookie-based. Like somebody, let's say you get somebody to opt in, it adds that, your affiliate ID in the database, and then if and when they buy anything from us in the future, even if there's no cookie present, when they fill out the order form, it'll look to see who was the last affiliate who referred them to anything and give that person the commission. So that's the concept of sticky cookies, which is a cool big, like as far as Backpack, it's like this really cool advanced thing nobody else is doing. So you should be using Backpack if you're affiliate platforms. But anyway, so like the cool thing is you promote Funnel University, all the other crap we sell in the future, I mean all the amazing products that we're selling in the future. Sorry, I don't know why. We should probably edit that out.

No, it's actually the reason crap is coming up so much is because we're thinking about selling toilet paper through a funnel. That's why crap came up.

Oh man, you guys, there's so many backstories to this week. Yeah, well two things are crap. So one is with Marcus Lemos' funnel, we're selling toilet paper and a whole— it's a crap funnel. Like all the products in the funnel are related to crap. Dave and I are also on a juice diet, or juice fast this week, which has added to the amount of crap that we have been experiencing, so.

TMI.

Anywho, alright, so back to the strategy. So now that you guys got the backstory, we got another 5 minutes worth of the office, Dave and I are kinda brainstorming this. So if we do it, the big thing with email affiliates then is we gotta basically tell them that like, you give away this gift and you can get paid 40% commission.

And it's recurring.

And it's recurring, yeah. And the product's amazing, like they get a print newsletter, they get software which is super sticky, which I showed you the software this week, it's amazing. So what's the downsides? 'Cause it could either, this is either gonna work really good or it's gonna completely bomb. The downsides is people buying through their own affiliate link probably, right? 'Cause they're like, oh, I'm gonna buy through my own affiliate link, which is annoying. Do we care? Do we not worry about it?

Today we don't care. The other thing is there's gonna be a lot of urgency and scarcity to it. Yeah. Which helps everyone understand the importance of getting out and doing it right away, because otherwise there's no reason for them to promote it. Yeah. So this is a product that's not gonna be available to be promoted long-term.

It'll be 2, basically 2 weeks.

Yeah.

And then we're shutting down the car. So you got 2 weeks to buy this thing or else you lost your opportunity, and 2 weeks to promote it.

Which is, again, topic for another Marketing Your Car as far as membership sites and scarcity. But right now the whole idea is to be able to to send out to the affiliates and basically, so to do a Blab or Periscope or something where people get excited about it, they then go ahead and have the opportunity of offering free, a free product to everybody, and if they buy that product, they then will also be cookied with our sticky cookies long-term, so if they then upgrade to ClickFunnels, which is the whole reason we've got Funnels University, then they'll have the opportunity of getting commission on that as well.

That's amazing. So what we're inventing here is the backwards product launch where we're launching the affiliate program and we're hoping that it incentivizes them to buy the product and promote the product. So each sale turns into, not just one sale, turns into like 5 or 10 or 20 sales depending. That'd be an interesting stat to check afterwards, like how many sales per average user. 'Cause see, if you buy and you post on Facebook like, hey, Russell Brunson's giving away this $1,000 marketing gift, I just bought it, here's my receipt, you should go buy it too. Like everyone should be able to get 5 or 6 people from it. What if that's like the way the email reads is like, step 1, go buy the product, that way you can show like, hey, I just bought this product, this is how cool it is, it's gonna be coming this week. Second off, you know, and then post that on Facebook or you email it, whatever, and tell everyone they need to get it too, so that's step 2, and then step, yeah.

And it'll go to the, you can link that directly on Facebook to the landing page, which will have the video.

Yeah. This is so cool. I think we need to make a landing page, just a fast sell landing page though too, 'cause we have, so the landing, the sales page we have is like, there's an hour long really cool amazing, I think, video we made teaching some cool stuff using the Perfect Webinar script, and then we pitch it really, really hard, but it's a free plus shipping offer, so I don't think it needs to be sold that hard. So I might clone the page right now and just make a simplified version of it that affiliates can have so they can promote to the longer form education video or the quick sell. Or the squeeze page, but the squeeze page has an amazing follow-up sequence as well. Anyway, that's what we're thinking, so we're just brainstorming, thought let's invite everyone else in on this behind the scenes to hear what we're thinking, 'cause this is either gonna be a huge success or a complete flop, and I think we're gonna do it, but we still gotta confirm we are, but anyway, so now you guys know what's happening behind the scenes. We'll find out today if that's the right strategy, and we'll let you know over the next week if it works or if it completely bombs. If it bombs, we'll definitely shift mid-launch to don't promote this thing, just go buy it. So, alright guys, that's what we got for you guys. Have an amazing day, and we'll talk to you guys all again soon. Bye!

See ya!

Hey everyone, this is Russell Brunson again. I wanna thank you for listening to Marketing Your Car, and I wanna make sure that you're plugging into everything that we're doing on a daily basis. And so make sure that every morning you're plugging into the Marketing Your Car training. If you go to marketingyourcar.com, you can join the email list and make sure you get email notifications when new episodes come out. And you can also get links to all the transcripts of every single show we've done in the past. But then every night, well not every night, but most every night, I also do a Periscope show called the Marketing Quickie Show. And it's really fun. You can go to Periscope and search my name, Russell Brunson, and subscribe. And every single night you'll get a notification. It'll kind of chirp on your phone and you'll have me jump on there and give you kind of the end of the day thoughts and ideas and marketing strategies we've been playing with during the day. Or, and maybe even and, say and/or, you should go to marketingquickieshow.com and over there you can subscribe, you can see past episodes. You can read the transcripts, you can have a bunch of fun. So thanks so much for being faithful listeners. Again, register at marketinginyourcar.com and also marketingquickieshow.com.