Phase 2 Of Our World Domination Plan

Hey everyone, this is Russell Brunson and welcome to Marketing— oh crap, In Your Car. I just ran a red light. 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. Oh man, today's already starting out amazing. So welcome everybody, hope you guys are doing awesome. I think that we are this— I think this is episode 200. At least, if not, then tomorrow will be, but I think it's today, I think today It is the day we cross 200 episodes. That means you guys who have been my faithful followers have been listening to me for 10 minutes a day for 200 days-ish. I think we've been recording this now for 3 years and I love it. So thank you for listening and subscribing. I always hear people at an event who are like, Russell, I ran into one of your podcasts and then I binged and I went through all of them over the next week. And I'm like, holy cow, that's a lot of intense listening. So I appreciate all you guys. Glad to have you. Hopefully these have been valuable and have served you for a long time. So, what to talk about today? Well, today on our, hopefully, I should have known this before I jumped on, but I'm already driving and I don't wanna search and, you know, so anyway, I think this is the 200th episode. If it is, we have a special episode for today, 'cause I wanna talk about something important. So, some of you guys know yesterday I did a webinar for a new product we created called Funnel Scripts. And we had 5,038 people register for the webinar, which is crazy. GoToWebinar only more than 1,000 people on. We had all sorts of technical issues and I can't even tell you all the problems that came with it. But even with those things in place, we closed 45% of those who were on. So like 450 sales, which was nuts. It was not what I was planning. I was thinking maybe 100 would be awesome, 200 if I did well. So yeah, it was insane. I was thinking about that and it reminds me of when I started working with Drew Canole at FitLife TV. He had had one product they had been selling for 5 or 6 years and they had sold insane amounts of them. But pretty much the market had bought his product and they were struggling financially, they couldn't do anything else and outside of trying to fix and tweak their existing funnels, which we did, the next thing I was just like, man, these people wanna buy from you. I bet you if you offered something else, they would buy. In fact, I knew because I bought Drew's stuff and then he had nothing else to buy. He had this one thing, it was a $100 kit that came with a vegetable scrubbing brush and water bottle. Anyway, so I bought that. He told me I was one of 3 people people that ever bought that. But I was like, I want to buy more stuff from you. I assume everybody else wants to buy from you as well. And I think that like us as marketers, we have this thing where we feel guilty, even if we don't think we do, we feel guilty selling more stuff because we're like, oh man, they already bought this thing. Like, I don't, I don't want to sell more things. But the reality is that people love to buy things. One of my friends and mentors, David Frye, I remember a few years back he told me, he was like, the reason why he was talking about himself, the reason why I don't make more money is I just don't make more offers. He's like, Russell, you make more money than me because you make more offers. Like you keep putting offers out there and people will continue to buy if you keep giving them stuff to buy. And you know, it's been interesting over the last year of my business, we pretty much stopped promoting other affiliate offers, right? We don't really sell other people's products anymore, which has been a good thing except for, you know, obviously I miss the revenue that came from that, but we've tried to keep everything more internal. We've sold ClickFunnels a lot. In fact, I've talked about it probably every day for the last 18 months because I'm in love with it. And we've sold a lot of them, right? We got 11,000+ active accounts members now, it's growing rapidly, and it's just been amazing. But I haven't really sold anything else, we haven't really come out with another product. We've had some little things here and there, but nothing, I mean, there have been a lot of free plus shipping offers to get people into ClickFunnels, but nothing like, nothing big and like new and exciting, and so this was kind of the first thing. And similar to what happened to Drew Canole, they launched their new supplement called Organifi, and now they do $1 million a month selling Organifi to the existing audience who was just waiting, they were bursting at the seams waiting to give him more money. And that kind of happened to us yesterday, I think. We had 45% close rate, which is crazy. But people are looking for more stuff. They want to continue to buy and consume. And so what I wanted to talk about is that, but I wanted to also give a huge warning sign because I've been doing this a long time, 12+ years now. And one of the, I'd say, the cardinal sins of why people's businesses shrink and eventually disappear, and I've seen that, I can't tell you how many friends and and partners and gurus and things I've seen in the last 12 years go through this cycle. I've got a lady literally going 3 miles an hour in front of me right now. Are you kidding me? You're not even above 5. Alright, she's gone. Oh, now she's about to turn into me. Holy moly. Anyway, so, that was weird. I've seen these people who have had businesses who have shrunk and just disappeared and they've lost relevancy. And I think the reason why is because because they just start selling their existing audience more stuff. And so, well, I think that there is a spot where you need to sell your audience more stuff. This is the big warning, the big caveat, is that you should only start selling your existing audience more stuff if you have a front-end funnel that's bringing in new traffic, new leads, new blood into your business. If you don't have that, This is what happens, so, this is the pattern, I've seen it hundreds of times with people who, I've seen them in the top of the world and they come in and they've spent some amount of time building up a list, right? Sometimes through a product launch, sometimes through whatever, and they get this audience, right? And let's say the audience is 30,000 people. And then they stop doing things to get new blood in. Say I have this 30,000 person list and then they realize, hey, the way I make money is I sell something new to this audience. So they make a new thing, and then they make a new thing, and they make a new thing, and they make a new thing. And they keep doing that, but every time they do that, that list goes from 30,000 to 29,000 to 28,000 to 27,000 to 26,000 and it keeps getting smaller and smaller and smaller and smaller and smaller because like their entire business consists of creating new things to sell to their existing audience. And you can do that for a while, but you have to be very, very careful because that will eventually disappear. Okay? And I'm not saying that in theory, I'm saying that and I've seen it hundreds of times with people who were 10 times more successful than me who are no longer relevant, who disappeared because their entire existence, their income came on just completely selling new things to their existing audience and they stopped focusing on front-end traffic. So this is the lesson and this is the warning. The lesson is you gotta have two, two things. One is a front-end funnel that's bringing in new blood into your ecosystem, your world, right? So that's number 1, and number 2, then when you have that, if and only if you have that first, then I will allow you to go and start creating new offers for this existing audience, okay? One really good example, if you look at Agora Publishing, so Agora spends insane amounts of time creating front-end offers that they can bring new traffic into their world, right? And so they have a whole team, that's what they're doing, and that's what they're the best at in the world, right? So they're bringing all these people on their $50 a year newsletter, they upsell them on a lifetime access for like $500, and that's like their break-even funnel, and after these people are in, then once a month they do new webinar selling, they're selling a new training course, and that's where they actually make their money, okay? But they have insane amounts of time and effort all focused on bringing new blood into their world, and then once a month they do a big internal promotion to those existing customers selling them the next thing. So they're doing, I think on average, like 12 webinars, 12 new webinars a month to now monetize this audience. Not a month, a year. 12 new webinars a year to monetize this audience, right? And so that's a really, really good strategy, but it works for them because They continue to be adding new blood, new leads, new people into their world. I want to make sure that you understand a couple things. First off is you can't turn off the spigot that fuels your company, okay? Because that's going to be a temptation. You're going to be like, "Well, I made more money selling my existing audience." Yeah, you will, but that happens and that works because you have the faucet filling up your audience bucket, right? You cannot turn that off. That's the first thing, keep the eye on that, keep that happening, keep doing your weekly webinar. If you go back to the archives of Marking Your Car, you should listen to the one that's called The Model for the Next 12 Years. That episode is one of the best episodes we've ever done in all 200 episodes of ours, where I walk through the webinar model. That should be the fuel that you're never turning off, that should be happening every single week, every single Thursday you should be doing that. So that has to stay. Now while that's happening, now on the other side, now you can start focusing on what cool things I can create to monetize this audience. Like what are other products, other services, and other things that they will want? Okay, now when you start thinking through that, it's exciting because there's a million things you could do. There's a million partnerships, there's a million, you know, there's a bunch of stuff. I would steer you heavily away from doing traditional affiliate things. 'Cause that's another way I've seen people burn their lists out really quick is they start promoting other people's offers. They're like, I don't wanna create something else, I'm gonna create, promote this person's offer, right? And you do that, but the problem is that as soon as you promote that person's offer, those people are on that person's list and you lose them, right? You lose your brand, you lose your credibility. So if you look at the webinar I did yesterday with Jim Edwards, he had a bunch of software that wrote sales letters. And so if he would've came up to me initially and said, hey Russell, will you promote this, my sales letter course to your audience? I would've told him no, 'cause it didn't make sense for me, right? I would have been diluting my audience, I would have been pushing them over to somebody else's business, and it didn't make sense for me. But he was very strategic and very smart. He said, "Hey, let's partner on this thing. Let's build it together. I will customize it to your scripts, to your brand, to your thing." And so we created this thing called Funnel Scripts. And now this is a new product I can add to my arsenal. This is a new thing under my brand, under my umbrella, and so it helps build my company, helps build my business, but it was a partnership. So the joint ventures I look for now are ones that are more strategic like that where It's building my company, my business, our brand, all those kind of things. And so, again, it was very smart, very strategic for him. So look for that on your side. Either you create your own thing or find people that you can partner with, but again, bring it under your own brand because that will help your existing audience stay within your world and continue to buy and to ascend up and to keep buying your cool things. That's kind of my suggestion. So anyway, I hope that was helpful for you guys. Again, create new stuff to sell your existing audience. That's important, but only if you have dialed in the front-end faucet that's driving new leads into your business. That's more important. More important is getting new customers into your business and making sure that that's consistently running. If that's doing it, if that's running, if it's working, then I recommend now creating new offers and new things to sell that existing audience. And that's what I got for you guys. Hope I get you excited. We got a bunch of cool things coming out. Funnel Scripts obviously is doing well. We're gonna do a bunch of replays over the next few days and see how many more people we can get into that program before we kinda shut down the initial beta. And then we have Funnel University coming out next. We rebuilt from the ground up our whole survey software, which is part of what's gonna be inside Funnel University, which is exciting. That should be happening. My birthday is March 8th, so if you guys wanna pre-plan presents to send to me, just kidding, I'm totally kidding, don't give me presents. Unless they're like gold or silver, like those are exciting for me. I'm just kidding again. But my goal is to launch that either like on my birthday or the day before or day after, somewhere in there. So look for that, 'cause that'll be our next big, cool, exciting, fun, amazing thing that we have rolling out. And after that, it's just focusing on filling the event. Oh, and we have this really cool thing called Funnel Graffiti coming out too. Dang, we got too many cool things happening. Anyway, but it's fun, right? Alright guys, that's what I got. Happy 200th episode, hopefully, or maybe 199, but I think it's 200. If not, we'll celebrate again tomorrow, which would be, I mean, awesome. If we can celebrate our birthday twice in a row, why not? Alright guys, appreciate you, have an amazing day, and I'll talk to you guys again soon. 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 when new episodes come out. 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. It's really fun. You can go to Periscope and search my name, Russell Brunson, and subscribe. 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 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.