Transcript of a Marketing Secrets podcast episode where Russell Brunson introduces the concept of "Funnel Audibles": an iterative, market-driven process for testing and optimizing sales funnels by spending modest ad budgets to let customers 'vote with their wallets.' He explains the workflow (build best-guess funnel, run traffic—typically Facebook—analyze page-by-page conversion rates, run split tests, and iterate until the funnel is a winner), gives example metrics from tests (e.g., lift from 11% to 28% conversion, cart value increased from ~$30 to ~$54), and promotes an upcoming Funnel Hacking Live event and his books.
Questions this video answers
About $1,000 (he also mentions experiments of $500).
Facebook.
He cites improving an opt-in rate from 11% to 28% after changes.
From about $30 to about $54.
About 60,000 active ClickFunnels members (he also references "almost 300" in the 2 Comma Club and 17 in the 2 Comma Club X Club).
Chapters
What's up, everybody? This is Russell Brunson, and welcome to the Marketing Secrets podcast. So the big question is, how are entrepreneurs like us, who didn't cheat and take on venture capital, were spending money from our own pockets? How do we market in a way that lets us get our products and our services and the things that we believe in out to the world and yet still remain profitable? That is the question, and this podcast will give you the answer. My name is Russell Brunson, and welcome to Marketing Secrets. Hey, everyone. I hope you guys are doing amazing. We are, like, five days away from Funnel Hacking Live. It's coming. It's almost here. We're so excited. I've been pulling early mornings and late nights trying to get all my slides done, but it's turning out really, really cool. So obviously, most of you are gonna be at Funnel Hacking Live. If not, you're insane. Certifiably insane. But one of the presentations I was working on yesterday is called Funnel Aud, which is kind of a fun one. So for those of you who are gonna be at the event, you'll see I'm gonna go through and go deep into this and show all the numbers and stats and all sorts of stuff like that. But it's interesting because this is why I think most people fail with funnels. What they do is they go and they, like, they watch my webinar and they're like, ooh, this is exciting. I'm excited. Yay. And they sign up and they're like, oh, I'm building a funnel. And they go in there, and they're like, okay, I don't know what kind of funnel to build. And then they get confused, and then they try some stuff, and then they decide on a funnel. And then they go. They build the funnel, and then they launch. Nothing happens. And they're like, oh, that funnel stuff's a scam. That Russell has no idea what he's talking about. The other 60,000 active ClickFunnels members are all full of it, right? Almost 300 people in the 2 comma Club and the 17 people in the 2 comma Club X Club. There's no way all of them are really doing what they're doing. And then they walk away. And it's sad. It breaks my heart. Cause it's like, so that's what Funnel Audibles is all about. So what most people don't know is most of the times when I launch a funnel, guess what? Doesn't do very good. But, Russell, I thought you were the funnel guy. Everything's Perfect. No, it's not. This is the difference between me and everybody else. What happens? I do a funnel, and I do the best one that I know how. And so I base it off of, like, things I funneled, hacked in the past. Like, okay, I remember so. And so I did this really cool landing page and so and had upsell like this. It's like, I look at stuff I've looked at, and I try to model it as close as I can to make the best possible guess that I have. So I create the funnel, and then I'm like, okay, is it good or is it bad? Now, this is what a lot of people do. They hire me for coaching. They'll call me like, hey, Russell, what do you think about this? Is it good or is it bad? Like, I don't know what the market say. Like, what do you mean? I'm like, I don't know if it's good or bad. Like, I'm just a dude who just, like, looks at what's proven and try to model it, but I have no idea if it's gonna work or not. And they're like, but, Russell, you're the funnel guy. You should know all this stuff. No, I have no idea. In fact, I never will review someone's funnel until it's. Until. Because I'm like, I don't want to taint it with my judgment. I know enough from split testing to know that I'm wrong most of the time. And so, like, I don't want to taint. Like, all I do is I go and I let the market vote. Okay? I ask the market its opinion. I say, hey, market, does this funnel give you an offer that you actually want to buy, and does it convince you and persuade you to do it? And guess what I don't do. I don't ask for people's opinions because I send to my wife or my mom or my friends or other marketers, they're like, ah, well, I would change this. I would tweet, and they would give me all these things that they think, or, like, oh, I would never buy that, or, like, a million things. The only person whose opinion I care about is my customer, and the only way I care about their opinion is not when they tell me, like, ugh, writing a Facebook ad like this seems scammy. Like, I don't care about any of that crap. Only I care about people voting with this thing right here. If you're watching the video, you can see I want people voting with their wallet. It's the only Vote I care about. So I'm going to see will they open their wallet and pull out a credit card and buy the thing. If they did, that is the vote I care about. Okay. So that's all I do. So we create something and then I do is we'll usually take about depending on the offer, but probably around 1,000 bucks. And we go usually to Facebook. Nowadays that's the fastest way to test things. I think it's shifting, but for right now it's still Facebook. And then we spend a thousand bucks on Facebook and we throw it out there. And then we just sit back. What are you doing, Russell? I'm like, I'm watching. I'm letting the market tell me what works and what doesn't work. So I sit there and let the market and then the traffic starts going through. People are clicking and they go through. They go, page one, page two, page. And I just watch. And this is the hard part because most people are freaking out. I'll get a message like, I launched yesterday. What's happening? I'm like, dude, just relax. Just watch. This is the thousand dollar investment to have the market tell you if your funnel is good or not, right? So you spend a thousand buc. Traffic goes through and then. And some people are like, I don't have a thousand dollars. Twist, Russell, the word waste is the wrong word. This is. You're spending a thousand dollars on market research to get the actual market to tell you if it works or not. Okay. And they're telling you by voting with their credit card. Like, that's the magic. So I watch it. I let the thing the traffic go through. May take three or four or five days, whatever traffic goes through. And it was done. Then I come back and I look at it, okay, here's my funnel. Page one, page two, page three, page four. Like, you just four or five pages. I use the entire funnel. I look at it. Okay, what percentage of the people on page number one did the thing I wanted to do. I wanted them to give me an email address. I wanted them to join me on Facebook messenger. I wanted them to put in the credit card like what? Like whatever it is. And what percent of people did page two, page three, page four. And then I just look at that and like I literally. We made these scorecards last night. I'll be showing you the event, but there's this big scorecard. It shows you what percentage of each thing and look at it. I'm like, okay, like, was that percentage good or bad? And first you don't know but after a while, you get kind of a gut feeling, like, oh, this is. This is good. This is bad. So we look at that, and then it's like, okay, this, you know, like, option rate was like, 11%. That seems really low. So, okay, I'm gonna change that. And so I'm gonna. And then look at everything else. Everything else looks pretty good. Like, so I changed the. I make a split test, try to best of my knowledge, like, what things do I tweak and change? So I make those changes, and I go back and I buy some more market research, spend another thousand bucks or 500 bucks, whatever, and I push it. I see what starts happening and let the market go through. And I step back and, okay, now based on that, what happens? Okay, cool. We increased conversion rates from 11% to 28%. That's pretty good now. But then the sales page. What's happening? Okay, it's not high enough. Like, what tweaks can I make there? And we tweak it, and we do this process three or four times. Usually in three or four times, we go from a crappy funnel to a winner, winner, chicken dinner. When you have a winner, winner, chicken dinner, that's when you start promoting it. That's when you drive traffic and ads and money and everything. And that's when you start scaling. Okay, but don't even assume for a second that I just guess, and that's it. I guess. And then I have the market tell me. And then I tweak the market, tell me, tweak, list the mark tell me. And then I roll out a funnel. Okay? It's the step that everyone's missing. So we're calling it funnel audibles. And I'm gonna be showing an example. In fact, last night we went through all the database, pull all the data, and I show five. Five big tests we did inside of Expert Seekers book launch. That changes the average cart value from about $30 to, like, $54. And I show. Here's the first thing to do. The second thing we did. Third thing we did. Fourth thing we did. Fifth thing we did. And I show funnel after funnel after, Like, a whole bunch of ideas by that. So that's the process, guys. So now you understand. Those who are funnel like that will see me break down our number. But funnel audibles, I'm coming to line scrimmage. I'm looking around, seeing the tweaks and the changes, and I'm making it based on that. Look at. Dave's in there dancing. Anyway, all right, I gotta go. I got to go finish that presentation and five others on top of that, six presentations. Anyway, appreciate you guys. Funnel Audibles. It's the key, it's the secret. It's how you go from good funnels to great, from bad funnels to good and from wherever you're at to where you want to be. So learn how to do it, master it and have fun with it. Thanks you guys. Appreciate you all and I'll see you guys at Funnel Hacking Live. Bye everybody. Want more marketing secrets? If so, then go get your copies of my two best selling books. Book number one is called Expert Secrets and you can get a free copy@expertsecrets.com and book number two is called Dotcom Secrets and you can get your free copy@dotcomsecrets.com Inside these two books you'll find my top 35 secrets that we've used to become the fastest growing non VC backed SaaS startup company in the world.
