The Easiest Way I've Ever Found To 3X Every Campaign

Good morning everybody, this is Russell Brunson and welcome to 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. Hey everybody, it's a beautiful day. Sun is shining, it's awesome outside. I'm heading in, I got 2 days to work on my last presentation before we jump in a plane and we fly out to Funnel Hacking Live to hang out with most of you guys. Which is gonna be awesome. So I'm just feeling really, really good. Last week there was some stress, there was some burnout, there was some ups and downs and all sorts of craziness. But I just want you to know that I feel great today and I'm excited. I came in on Saturday, I think we had, I think we talked after that, but I put in some hours getting the printouts done so we can print out all the handouts and stuff, which turned out amazing. It ended up being 300 slides and so we put 3 slides per page, so 100-page printouts for every single one of you guys who are coming, full of all the amazing, cool stuff we'll be talking about. Talking about and it's gonna be good. So I am really looking forward to the next 2 days of getting stuff done and then coming down and hanging out with a bunch of you guys. So, alright, so what I wanna talk about today, and this is something I talked about a little while ago, but it's been on my mind and I just did like 3 Voxers with people in our inner circle all about the same concept. So I wanna share with you guys as well because I think it's important. So if you'll go back, there was a podcast I did a little while ago called Urgency and Scarcity. It was probably 2 or 3 months ago. So if you go to marketingyourcar.com and you can scroll down the titles, you can see the one that says urgency and scarcity. But I just wanna talk about, I just wanna reiterate what I said there, 'cause in case you guys missed it, that was a huge, huge, huge deal. So I figured out something, like the only thing that gets people to buy, not the only thing, but the main thing is urgency and scarcity. It is completely ridiculous. And one big thing is like this event, right? So we've been promoting this event for like 8 months, something crazy like that. And we could not get people for the life of me to buy it first. And I'm just like, great, let's just cancel the event, nobody's buying. It's totally stressing me out. And we were trying to get people to sign up and trying all sorts of stuff. We were calling them on the phone like 4 months in advance. They're like, 4 months away? I haven't even thought about what's happening this week, let alone 4 months away. And it was just like pulling teeth to get them to sign up, right? So towards the end, we're getting to like 6 weeks out and I'm like, okay, we got like 500 more seats we gotta fill or else I'm gonna look like an idiot when nobody shows up at our event. What do we gotta do? And then I thought, you know what we should do? Urgency and scarcity, that's what we got, those are our secret weapons. I'm like, well how do you cause urgency and scarcity without like selling out, right? 'Cause I didn't wanna be like, tickets are sold out, when we only sold like 50, right? I didn't wanna be like, hey, we're selling tickets out this week, and then not sell them out, like, it's this whole chicken and the egg thing, right? 'Cause I was like thinking, hey, if we did urgency and scarcity and say tickets are selling out this week, we could probably sell a bunch of them, but what if we don't sell out? How are we gonna sell the other 399 tickets or 500, you know, whatever that is? And so we thought, okay, well let's add urgency and scarcity to pieces of the offer, right? So we did a big push, some of you guys probably saw this, where we were giving away the recordings from last year's event. And so that was the first thing of urgency and scarcity was, hey, this week Sunday at midnight we're pulling away the recordings of last year's event. You still get tickets in the future but you lose recordings. And so that was the first big push and we started talking about that and guess what happened? We added a little bit of urgency and scarcity to a piece of the offer, people went nuts. Like that week we signed up like 100, I don't know, 150, maybe even more, I don't know, more than 150, less than 200, somewhere in that range people signed up because we had this urgency and scarcity tied to one feature of the offer. And so then Sunday at midnight we pulled that off of the sales page. Now, I was too lazy and it should've been a huge pain in my butt to actually go in and pull it away from people buying, so if you bought afterwards you still got the recordings from last year's event, don't tell anybody, but it was off the sales page so no longer was it part of the offer, so you lost that part of the offer, but man, that us pulling that thing away gave us 150 ticket sales, which it, you know, $600 a piece, I mean that's what, almost $100 grand, I don't know, my math's probably way off, but somewhere like that, right? So then that ended, then like ticket sales just stopped again. I'm like, crap, you guys keep buying, we gotta sell this event out. And so then I'm like, okay, well that worked last time, how do we apply urgency and scarcity to another piece of this? And so then we applied urgency and scarcity to the price point. So then we said, you know, this is the, we have 2-for-1 tickets, this is gonna disappear. We pushed urgency and scarcity the next week on that, and then guess what happened? We sold a whole bunch more tickets. And then when that ended, ticket sales almost dropped to nothing again. I'm like, are you kidding me? Urgency and scarcity, so we kept bringing it back, bringing it back, bringing it back, until we actually sold out. And then the coolest thing about selling out an event is after you sell out, that's when people start buying tickets, 'cause they're like, wait, you sold out? Why didn't you tell me? I'm like, I've been telling you every day for 8 months. You seriously don't even, like, I'm going to strangle you. So anyway, now ticket sales are flying in like crazy and they were sold out. People are freaking out and so they're paying more and they're trying to get in and it's been awesome. So like selling out an event is like almost the best way. We sold out our event when we passed 1,000 tickets sold, which is how many currently fit in the room. But if we shift seats around, we could actually get more than that. So we've got some extra seats that we've been kind of selling on the back end. People have to call us and we charge more because they freaking waited forever. And it stressed me out, so they must pay for stressing me out. Anyway, so there's lesson 1 of urgency and scarcity. Here's another example. So we were doing the Funnel Scripts webinar, right? Did the webinar, sold a ton on the webinar. I think we had like a 40, I can't remember the numbers, it was some crazy, like 45% close rate on the webinar. So did well over 6 figures live on the webinar, and then the next day, you know, replays and stuff, they continued to sell well. Like it was like, I don't know, 60 grand day 2, and then 40 grand, and then, you know, whatever, like it just kept, sales kept coming really consistently, really, really well. And then part of me is like, let's just leave it on. And I'm like, you know what? We can't just leave it up because they'll keep, then it'll just trickle out. We need to do some urgency and scarcity. So we decided to have a cutoff day. So Sunday at midnight we cut it off. I like the Sunday at midnight cutoff thing. Probably because I queue up the emails on Saturday before I go to bed and then Monday morning I come in, I look at the sales and I'm like, are you kidding me? Like Sunday, anyway, it's crazy. But we add urgency and scarcity We did as much sales on the last day as we did the first day. It's crazy, right? I started thinking, if urgency and scarcity is the secret to buying stuff, I'm going to start applying this everywhere. If you look at what I'm currently doing, and this is my big secret for you guys, I hope you take advantage of it. I used to have people opt in. They'd opt into a list and then I would promote an offer and then I'd transition to a secondary offer. I'd be weaving content in and out. That's how I looked at things. Instead, I thought, Okay, when somebody opts into a squeeze page, there's one core offer, one core thing I'm trying to sell, right? And so when they enter that squeeze page, they enter that gateway, they came into my world, I now have a window where I'm doing like a little mini product launch. Okay, and the goal of this product launch is two or threefold, right? I'm trying to build the relationship with attractive characters, I'm still doing a soap opera sequence to build the relationship, but I'm doing that pushing them towards buying a product, and in that product, In that sequence, I'm applying urgency and scarcity. So basically what I'm doing is I'm sending out 10 emails the first 7 days someone joins my list. You guys might be thinking, Russell, that's crazy, but it's not, trust me, okay? So the first set of emails are all, again, building relationship, push people to the offer, making a really good offer, and by making a good offer, I'm not saying like, hey, here's my product, go buy it. Like for example, if somebody buys any of my offers now, like let's say you buy the Perfect Webinar Script, there's this little mini product launch sequence that's happening over 7 days 10 emails, that is getting you to sign up for the ClickFunnels trial. And I'm not saying, hey, go get the ClickFunnels trial, hey, go get the ClickFunnels trial, hey, you should get the free trial every day, right? I'm making this like a little mini product launch. I'm saying, look, you just bought Perfect Webinar Secrets, so you know webinars are important. ClickFunnels is the tool we use, and so for you who go, any of you guys who go and get the free ClickFunnels trial today, I have a really special offer. I'm gonna give you this bonus, where you're gonna get this, and I give them this crazy bonus worth, you know, I don't know, $500, $600 if they go and they get the free trial for ClickFunnels. Okay, you guys see what I'm saying? So imagine you're doing an affiliate launch, right? And I'm trying to get you to buy someone else's product. I'm competing against 1,000 other affiliates. I'm gonna create a really good special offer for you to go buy this thing. Okay, the same thing I'm doing now in this autoresponder sequence. Here's the product over here. For me, it's ClickFunnels. I'm not saying go buy ClickFunnels. I'm saying, look, when you buy ClickFunnels today, this is the bonus you're gonna get. I'm gonna give you this 2-hour training I did here, you're gonna get this script right here, you're gonna get this share funnel right here, you're gonna get boom boom, here's 5 or 6 things you're gonna get that are amazing, you can't get anywhere else, you get today. Now the cool thing is by making that special bonus offer, what I'm able to do is now I can have urgency and scarcity. So you opt in, building relationship, email 1, email 2, that's talking about this offer, here's a special offer I make, here's all the bonuses, bonuses, bonuses, and now because I'm not just saying here's this site to go buy this thing, now I've got these bonuses, now I can apply My two magic gifts, urgency and scarcity. So check this out, the last two days is, hey guys, you have 48 hours left to get the ClickFunnels free trial and then this free offer, this special bonus disappears. Boom, urgency and scarcity. Next day, 24 hours left before you lose out on this bonus. You're gonna lose out on this, this, and this. Boom, 12 hours left, you're gonna miss out on this, this, and this. 3 hours left, 3 hours, you can still get ClickFunnels tomorrow, that's cool and you should, but if you don't get it in the next 3 hours, you lose out on this, this, all these bonuses. And now I can apply urgency and scarcity to the product I'm trying to pitch in my thing without actually shutting it down or whatever those annoying things that we have to do as marketers. And guess what happens? People take action, people buy, people send, a whole bunch of amazing things happen. So the moral of today's story is start thinking about that. When somebody opts into your list, don't just promote the next product in your queue. You're using this as a mini launch sequence, pretending like you're a super affiliate, making an amazing bonus offer they have to buy. Buy or die. And apply urgency and scarcity. This could work for anything, by the way, you guys. Think about your affiliate, maybe you don't have a product yet. Go to ClickBank, go somewhere, find an amazing affiliate offer, create a squeeze page from that affiliate offer, and have a 7-day, or excuse me, a 7-day, 10-email sequence that pushes really hard urgency and scarcity, where you're delivering some bonuses, things like that, and test it out. I guarantee you'll make 3, at least 3 times, and probably a heck of a lot more than that, but at least 3 times as much money than you do right now, however you're promoting your affiliate offers. You have your own products you're selling, same thing. I bet you'll 3x how much you make in every single campaign. Because urgency and scarcity, my friends, that is the secret. That is the big aha I've had over the last few days. So hopefully this little nugget will benefit you guys. It's amazing. And try it, test it out, let me know how it goes, and I promise you, you'll make a crap ton more money. So that's what I got, you guys. I'm out. Have an amazing day and I'll see you guys all at Funnel Hacking Live. Bye everybody. 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. 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 chirp on your phone and you'll have me jump on there and give you 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. 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.