How This Funnel Sold 100,000 Books (Step-by-Step Breakdown)

Hey, this is Russell. And during this video, I'm going to show you guys the funnel that I use to sell over 100,000 copies of my best selling book called Expert Secrets. And I'm going to show you everything. I'll show you behind the scenes of what the funnel does, how it works. I'm going to show you the upsells, the downsells. I'm also going to show you guys all the ads we use to drive people into the funnel to buy the books. And then at the end of the video, I'm actually going to give you screenshots of every single page inside this funnel so you can use it as you're building out your next funnel. This funnel helped me sell over 100,000 copies of this book and is based on a simple funnel that anyone could use, even you. Okay, to begin with, before I dive into the actual funnel pages, the first thing in any funnel is how do you get somebody into the funnel, right? And if you've read any of my books, I always share my favorite framework, which is hook, story, offer. That's how we get somebody's attention, right? You think about this. People are online, they're on social media, they're on their phone, sitting on the couch, on the toilet, scrolling. All day, they're scrolling, scrolling. And our job as marketers is to first off to throw out a hook, right? To grab their attention just long enough they stop scrolling. That. What is that? Right? First step is hook and then they click on the button and then they get to hear you tell a story. And the goal of the story is to increase the perceived value of the thing you're going to offer. So hook, story, offer. So before we dive into the actual funnel, I walk you through all the steps inside the funnel pages. I want to show you a couple of the ads that we created to go that served as hooks to grab somebody's attention initially. Okay. And so for us, we're testing all sorts of hooks all the time, right? We're always creating different ads and things like that. And the first one I show you is this ad right here at the top. You can see this is where I took the Expert secrets book and, and I dumped gasoline on it and I lit it on fire. My thought was like, if someone's scrolling on their phone, just, you know, doom scrolling, all of a sudden they see like me burning a book, they're gonna stop for a second, right? So that's why I created this very first ad right here. So I'm gonna play just part of it. I won't show the whole thing, but why don't you see part of it so you can see the framework. Notice how I use hook story offer the very first 20 seconds of the video to grab their attention quickly, tell them a story, and then to make them an offer. Check this out. Hey, my name is Russell Brunson and this book, my new book is literally on fire. I'm hoping it doesn't catch me on fire. It's my brand new book called Expert Secrets to teach you how voice how to share your advice and actually make money doing it. And right now if you go to Amazon.com you can get a copy of this book for 20 bucks and you see all the five star reviews or you get a free copy going to expertsecrets.com literally this book is on fire. Okay, notice hook, story, offer all delivered in the first like 15, 20 seconds. And then from there I kind of tell some more stories. I keep iterating, keep pushing them back to the thing, but I'm trying to grab their attention very, very quickly. So that was one example of an ad we put out there to grab somebody to bring them into our funnel. This ad alone sold tens of thousands of copies of the Expert secrets book. And I'm always looking for different ads. I can use different hooks to grab someone's attention. Some of these other ones, I'm not gonna show you the whole videos, but this one right here, I was actually in Amsterdam and we're walking down the street and we saw this inside of the hotel lobby, this big green rhino. And I was like, that's a hook that's gonna grab someone's attention. So we grabbed the book, stood in front of the rhino, told him a story, hook, story offered, told him to get a free copy of the book. And boom, this one sold again. Tens of thousands of copies were sold because of this green rhino inside of just a hotel lobby. Okay, Another one here inside of my book, Expert Seekers. I talk about how we my products ever was potato gun. So I grabbed a potato gun and I shot this thing. And like that was the hook and I could tell them the story and they made an offer. Free copy of the book. This one, I went and hung myself from the ceiling, which was ridiculous. But again, I want to try to grab somebody's attention, grab them really quickly and then stop, stop them, tell them a story and then make them an offer. And last, right here on the side, you can see this was this kid I met on TikTok. He was blowing up watermelons all Day long and I was like, this is a great hook. So I paid him a couple thousand bucks to go and like basically take a watermelon and my book and see which one would explode first. And we use that boom hook story offer, drop it out there and became an ad that drove people into the funnel. So these are examples of ads we use to get somebody's attention, to get them to click on a link to show up to our funnel. Now let me show you guys each of the pages and each of the steps here inside of the actual Expert Secrets funnel. Alright, now this is the first page here inside the Expert Secrets funnel. After you would click on the ads, this is the page you would land on. And there's a whole bunch of stuff I do on this landing page that you may have seen my pages before. I'm like, oh yeah, that's really cool. But there's so many little tiny intricacies of things we're testing and tweaking and I want to make sure you don't miss it. So I'm going to walk you through some of the core most important things. But before we do, the answer is yes. This page was building Click Funnels because as you know, friends don't let friends not build funnels inside of Click Funnels. Now obviously if you want to sell stuff online, you're going to need a good funnel. But if you want a great funnel, then you need to use click Funnels. Click Funnels is the number one funnel builder in the world. Helping more first time entrepreneurs to leave their 9 to 5 and to launch their dreams in any other company in the world. Clickfunnels was built for the dreamers and the doers. And you can get a free 14 day trial right now by going to clickfunnels.com YouTube or by clicking on the link in the description right now. Click Funnels because you're one funnel away from changing the world if you haven't used the new click funnels recently. This is what it looks like behind the scenes. This is what the actual funnel pages here look like inside the Expert Secrets funnel. So I'll kind of take you down through this. I reset the stats before making this video just so you guys wouldn't see exactly what our stats are right now. But check that you can see this is when someone comes down and someone comes expertsecrets.com they get split test between the two pages. Now these two pages are identical but we're split testing two different videos right now. So that's the only difference between these Two pages. When we find out what video out converts, then we'll split test different headlines, we'll split test different button colors, things like that. We always have a split test happening. And the reason why is I have a mantra here inside of a company that basically says, give yourself a raise every single day. In fact, every one of you guys, that should be your mantra every day when you come to the office. How do I give myself a raise today? How do I give myself a raise today? And you do that by simple split testing day in and day out. And by doing that, the pages get better and better over time. Okay. That's why my funnels convert so well, is I've been literally doing split tests now for 20 years. So I create a new funnel. I'm not guessing, I'm starting with the framework, what we know works best. And then I'm always iterating on top of that and on top of that. And when we find winners, we take them back through our other funnels and kind of go back through and add those updates to the other funnels that we're running. And so that's kind of what's happening. So this is the very first homepage. Again, we're split testing two different pages. From there, after somebody buys, takes down to upsell number one. And I'll walk you through that page here in a second. After they buy that takes the upsell number two. And then depending if they buy it, if they don't purchase it, this is the downsell. If they do purchase it, then we have a VIP upsell and then from there we take them to thank you page. And we have two different thank you pages based on if they did buy upsell one or if they didn't, excuse me, upsell two. Because if they didn't, then we try to upsell them again on the thank you page. So that's what the funnel structure looks like. It's kind of cool. For those who've not seen the new click funnels, it's really neat the way that the funnels are set up and you can see these and you can go and edit page by page and everything. So but with that said, let me jump into the, the very first page. So again, this is the homepage of the expert secrets book funnel. And again, some of the core things that people mess up on. And I see this all the time when someone like looks at one of my pages, looks on our funnels and try to model it. Like there's a couple things I'm doing and you notice that there's another framework I teach, actually inside Expert Secrets. I talk about this concept of the best way to sell somebody is first emotion, then logic and fear, right? So emotion, logic, fear. And so when I'm creating a page, my first best shot is emotion. So you notice, like up front, the headline, right? It's very affirmational, like, get your free copy of Expert Secrets. It's going to show you how to find your message, build a tribe and change the world, okay? And then I have a video here that's very emotional. It's going to grab their attention. And then above the fold, I've got them starting right here into the order process, okay? And so everything above the fold, I'm using emotion to sell something right? Now, if someone doesn't buy it during the first pass, then what happens is. And again, if you look at. If you heat maps. We do heat maps on all of our pages, right? Like 60, 50, 60% of people will buy without ever scrolling past here, okay? The people that are scrolling down are your logical buyers. Like, they need more proof. So I move from emotion and they come down here. If you notice down here, it transitions. Now I start speaking logically to people. Logic. I'm using logic and words and bullet points and features and benefits and testimonies. I'm speaking logically to convince people that. That what they're trying to buy is the right thing, right? Then, boom, make the offer again and come back. Here's more logic. Here's what you can learn about. Boom. I go through the book, and I literally go secret by secret, you know, chapter by chapter, I pull out one big nugget. So it's like, you know, here's in chapter number one, which my books, I call them secrets. But here's secret number one, secret two, secret three. I'm pulling out one big nugget. I see them see one bullet point, logically big. Oh, I need that. I got to buy it, right? So I have all these different bullet points, okay? So each chapter, I pull one bullet point out to get them to be like, man, if I just had that one secret, that one idea, it would be worth the book in and of itself, right? So I'm taking through there, Boom, put the offer out again, they come back. Now I need bonuses, right? Again, logical buyers that, like, even though it's a free book, they're paying shipping handily. I'm still going to make this offer as insane as possible. So not only they get the book, they also get the expert evolution training, which is $100 value $97 value. They get the hook story offer training for $97 value. They get the perfect webinar slides one $97 value. They get the five minute perfect webinar $97 value. They get the 30 day challenge. Like, I'm making this offer more and more irresistible. Right? Okay, so there's Emotion Logic. And now I'm going to transition the last part of the page to fear. Fear is giving them urgency and scarcity to buy now. So start coming out here and start introducing fear. So emotion logic, here comes fear. There's no catch. Talk about that. But time is of the essence. You got a guarantee, you got to buy this thing. Now there's a recap of everything inside the offer. Boom. And then they can reserve the copy. Okay. And then always have a ps. A lot of people scroll the ps. And so I recap the entire offer back here inside of the PS. Right? So it says I'm going to mail you 355 page hardcover book, expert Secrets, plus all these bonuses. Normally it's $24.95 if you go to Amazon, but you get it for free. Just cover shipping handling. Boom, boom, boom. And there's a recap of the thing and then another button down here to the offer. Okay. And then we also recently all of our funnels have been adding these frequently asked questions sections and these work really, really good as well. So we had FAQs. Okay. That said, I'm gonna scroll back up to the above the fold because most of the heavy lifting in a page is gonna have on a funnel is gonna happen above the fold. In fact, if you don't want to write a long form sales letter, if you just have a headline, video and the two step order form and it just ends right there. Again, most of your conversions will come from the emotional buyers above the fold. So this is the most important spot. This is where you do all the split testing and the headline tweaks and the colors and the buttons and everything. Now, of all the things, I'll walk you through some of the things that have had the biggest impact on conversion for us. One of these, I learned this from one of my inner circle members back in the day. They added this block above the two step order form that talks about the speed of shipping. Okay. And so notice, get your free copy of Expert Secret shipped you less than seven days. That little dorky, like little banner ad will dramatically increase your conversions. That alone, like be worth tens of thousands of dollars to you. If you add that to the begin to above Any of your two step order forms, do you have a funnel? But it's not converting. The problem, 99.9% of the time is that your funnel is good, but you suck at selling. If you want to learn how to sell so your funnels will actually convert, then get a ticket to my next selling online event by clicking on the link in the description or go to selling online.com YouTube right now. Okay, number two, you come down to step order form. The copy in these two little buttons actually matters a lot. Okay, by default and click funnels, you'll have something else. You know, it's like step one, step two, we shifted it to, like, to ask them the question shipping. Where should we ship it to? Oh, here's the shipping information. Okay. Upgrade now and save. So it's not saying info billing. Right. Like, we're using good copy to get them to actually fill this out. So where do you want to ship it to? Right here. Okay, cool. You want to upgrade now and save. Here's upgrade option, which is an order form bump. Right? So that's all in here. The other thing we do, you'll notice, is below this button, we do free plus shipping offers like book funnels and things like that. One of the big problems people have is always, like, I thought you said it was free. And they, they. We always got so much flack from people and, like, so much, it was very, very frustrating. We started adding this down below, which is just basically expert secrets. Retails for 20 bucks. But we bought it for you. All you do is pay shipping, handling. So by adding this in here, it cut those complaints down to, like, to like, 1%. Right. Like, most of the people that filter them out. Okay. A couple other things. You never want white, like, blank white space. Whenever there's white space, always throw a testimonial. Okay, this page had a big white block down here. I'm like, ooh, throwing testimonial. I always put testimonial whenever there's white space. We've done countless tests about that, and it always increases conversions. Also, you notice I'm trying to get everything to be to transition to the order form. So down below the video, there's this thing, but it's always pushing everyone's eyeballs through the arrow, pushing them across to see the order button. Okay. So momentum and movement of eyes towards what you want somebody to actually do. Back in the day, we worked with a pet insurance company, and we did this split test with this dog on the landing page, and we had a dog looking at the Camera dog looking away from the order form button, the dog whose nose is faced towards it, and by the dogs, by the dog's nose facing towards the order button. So it's like driving the eyes towards the order button. It like 3x conversions on the sales page. It was crazy. So that's why we have these arrows pushing people over here to get their eyeball moving over here to go and fill out the form. Okay. All right. So that is the first part about this funnel. Now, a couple of things I want to show you is that are really powerful, okay? This is especially powerful if you're doing a book funnel, because obviously, ideally, I want people to buy through this funnel because I'm going to be able to maximize my EPCs, which is my earnings per click, or my average order value. I want to try to get that value as much as possible. That's where the funnel is so powerful. But some people will never buy through a funnel, right? How many guys know, like, if I'm going to buy a book, I'm not buying through, I'm not going to buy it through a funnel. I'm going to buy it through Amazon, okay? The reality is a percentage of your people are always going to that. So what we do is like, when they start trying to leave, boom, we exit pop up here. It says, hey, you could also order Expert Secrets from Amazon, other booksellers down below. And we give them a link to, directly to Amazon, Amazon, Kindle and Audible. They click on that, you'll notice it just opens up Amazon and boom, it shows right there. And so you notice, like, right now, we've sold. We've sold a lot more, but 2100 people left reviews just from our exit pop, right? They came over here, they saw this and they bought the book. So we exit pop this. Now, a couple of cool things. These are little ninja secrets. One of them is that all of these are my affiliate link. So if I click on that as the author, I get my royalties, which is great. But now I'm an affiliate, so I also get double royalties. But then the other really cool thing about this is if someone clicks on your affiliate link and anything else they buy for the next 24 hours, you get paid commissions on that. So someone comes here, Amazon, they buy Expert Secrets to buy the audiobook or they buy the regular book, whatever. That's pretty cool, right? But if they go and they buy a new desk or they buy a new lamp or they go buy food or whatever else they buy on Amazon for next 24 hours, I get paid Commissions on it. So this is like this free way to get more book sales but also more recurring revenue on the back end over the next 24 hours. Everything else they're buying. So that's one of the secrets not a lot of people know about. That is just huge for you because there's just a percentage of people who will not buy through a funnel and they want to go through a traditional seller like Amazon. And so that's what we do. We first found this out with one of our supplement companies. We were selling a diabetic neuropathy supplement and there was just a segment of our audience. Most of our audience was older and they would not buy online. But if we pushed into Amazon or we pushed into a phone number, they would go and they would buy because they felt more comfortable. And so we do the same thing here. I don't want people to not buy the book, right? So if they if not going to go through the funnel, okay, last pass out. Ship them out to Amazon, Amazon, Kindle or Audible. Let them buy through those resources as well. After I fill out that form, it takes me to this two step order form, right? So step one asks, where do you want to ship the book? Now step number two is now we get their credit card information to pay for shipping. Now a couple of cool things happen here, okay? There's a big percentage of people who fill out step number one, but they don't fill out step number two. And you have the ability now to follow up those people and send them emails. Okay? Inside click funnels. Basically when you come back here inside the funnel, you can set up these. You click this lightning bolt and you can set up workflows. And a workflow will basically set up a whole email sequence. I don't have one live in here right now, but basically says like, if they fill out step one but not step number two, send them in our email. So for example, we'll do is three hours later, like, hey, did you forget to finish the cart sequence? Like you didn't finish filling out the cart and you have a whole sequence for those who don't fill out step number one, getting them back to fill out step number two. Okay? And so what's really cool about this is that these two step order forms, even for people who don't buy, they get added to your email list and it starts growing your list very, very quickly. In fact, man, I've added literally millions of people in my list who never bought the Expert secrets book, but they filled out step number one and not step number Two. So again, we have a follow up sequence to try to push them back to finish out step number two. But on top of that, we add those people to our email list and then we can sell them other products and services down the line, which is really cool. Okay, all right, you come down here, you scroll down, obviously there's the book shipping rate they put in their credit card. And then this is the big secret between the credit card and the order button is where you slip in what's called an order form bump. And an order form bump is kind of like when you're at the grocery store and you got the checkout, you're got all your groceries in the, in the bag and you're walking through and you're about to check out, you look over the side, you're like, oh, I want some tic tacs. I want a National Enquirer magazine. Like, just like no brainer offers that they grab really quickly, they throw in their cart. Those are order form bumps. And what's crazy, if you look at like where grocery stores make the majority of their money, they make most of their money. Like the profit comes in the checkout stand. Same thing is true here. Like a lot of times the money that makes that we make right here through the order form bumps covers all of our ad costs, which is crazy. Okay, so right Now I have two order form bumps. I've got the audiobook for 37 bucks. Someone clicks on here, it gets, gives them more info, but it gives them the core thing. They need to click there and add it to their order. And they also have a $97 upsell right here, which is the live event, and they can add those things right there. Okay, so two really quick things they can add to the order. Again, it increases the average order value or the average cart value to get people spending more money every time they buy a book, which gives you the ability to spend more money on advertising, right? And they fill it out, Boom, they buy this. And that's step number one in the funnel. Okay. All right, so come back here. Now you guys have seen the first two. You know, first page in the funnel. Again, we're split, testing different videos right now. But that's one thing that's different. Now if someone buys this, we take them out upsell number one. Okay, so this is upsell page number one. Now, there's a lot of really important things that are happening on this page, but the number one most important thing you need to remember and understand is that the goal of the upsell page is to keep the buying loop open in their minds, not closing it. So keeping it open and then making a very special offer. Now, what's cool about this is the first thing you're selling. So for me, example, the books, the first thing I'm selling, this is the hardest thing to sell because someone's got to go, they got to run around, they got to go the house, find their wallet, get their credit card out, pull it out, go and buy it. That's the hardest sell. All the upsells are much, much easier because they've already said yes. They've already come in to like, okay, I'm buying Expert secrets. I'm going to learn how to become an expert. So everything else moving forward now is just a slippery slope of like, would you also like this? Would you also like this? Like, they're simpler sales, right? So first step on this page is to keep the buying loop open. So notice a couple of things. I'm not saying, congratulations, your order's complete. I'm saying, congratulations for your book, but don't click back or exit right now. Okay, we have a very important upgrade right now. Upgrade your order. This is special offers only available right here, right now. And so I have this very, like, I'm keeping the buying loop open. Okay? So that's the number one thing to understand. Okay? So you come down here, you notice I'm trying to get them to watch the video. So, like, literally it's like all these things. Before you go to the members area, watch this video, Watch this video. It's like four or five things. My entire goal of this is to get people to watch the video. Okay, if you watch the video, a couple things you'll notice, number one is I'm going to acknowledge the thing that they just bought and then from there talk about how we can upgrade that order with something else. So check this out. Hey, this is Russell. And first off, thank you so much for getting your copy of the Expert secrets book. I cannot wait to send this out to you. This book has the ability to change your life. If you're here and you got this book, it means you are someone who's an expert who wants to figure out how to sell their advice, how to make more money by talking and speaking and creating products and services. And this book is going to teach you all that. It's going to help you to figure out how to build a following of people who are going to follow you and then you can change their lives going through this process. And first thing I did, acknowledge their purchase. One of the biggest complaints on upsells, people like, that upsell is like, you bought this thing, but it's not really going to help you. Instead, you should buy this. Like, you never want to do that. Okay? It leaves a bad taste in the customer's mouth. And. And it's not congruent, right? The first thing they purchase should be complete. They're getting expert secrets. They're getting all these things like, that's complete. So congratulations, you got this. Every. You need to be able to become an expert. But then what's the next thing they need? Right? A good example of that is in the weight loss industry. Like, if you sell a book in the back, the book's like, how to get abs. Someone buys the book about how to get abs. In their mind, they think that they already have abs, right? Like, they've already. They purchased that loose fit. Close. Like, I have abs now. Sweet. The book's coming. And if your upsell is like, here's a video on how to get more abs, like, it's not going to convert because it's the same thing. Instead, in their mind, like, that's been closed. Like, in the mind, they bought the app book, they got abs. Now the next logical thing. What's the new problem? It opens, well, I have abs, but when I go out to eat, like, what am I supposed to do? Right? So a good upsell for a fitness product, like, okay, now that you've got abs, I'm going to show you guys how to go out to eat at your favorite restaurants, not gain more weight, right? Same thing. True for me. Okay? Someone bought this book, so in their minds, like, I'm an expert now. I got the book, it's coming. Like, I have everything I need to become an expert, which is true. Okay, so that solved the problem, but now it creates a new problem. So second part of this video is going to then explain. Explain the new problem that's created. Now that they're an expert, Going through this process and executing it will be the most fulfilling thing you probably ever do in your life. I think you are going to love. I cannot wait to get a copy of this book out into your hands. Literally, my favorite thing about this is this is the updated version. So almost 100 new pages. Information and case studies. People who are just like you, who went through this process and now have huge followings online, and they're changing the lives of the customers they've been called to serve. So I cannot wait to get this book to you. It's going to change your Life. Now the next step after you get this book is then you have to actually go out there and create a product that's always step number two in the process. And so right now I have a very special offer for you. Because you are our newest customer, I wanted to give you access to one of our newest products called Course Secrets at a huge discount. Okay? So notice what I did. Okay, we solved this problem. The next thing you're going to need step number two is this. I'm going to give you a thing, a special offer. Okay? And then here I make a very special offer. Now the rule with upsells or OTO's called OTO stands for one time offers. It needs to actually be a special offer. Okay? So right now if you go to coursesecrets.com this is the sales video from Course Secrets. If you go there, we sell this course for $497. So you're going to get this entire course plus all these other bonuses for just 97. So it's an actual legitimate special offer, a one time offer. They only get here and it's a really good discount. Okay, we've countdown clock here, everything. But that's kind of what happens right here. And then they've got two options, yes or no. Okay, now the yes button is like yes, upgrade my order. Now the no should be a negative qualifier. What that means is like you don't want to say no. Taking the members area, that's a positive thing, right? It says no thanks, I'm not ready for step number two yet. I'll buy Course Secrets at a full price of $497. $497 in the future. Okay, you see that's like, oh, do I really want to click on that? I'll pay 500 bucks later. It's like ah, so I want them to have some pain by saying no. Does that make sense? And so that's kind of how we structure the no thanks link. All right. Okay. And that's it for upsell number one. Okay, so let me come back to funnel. So now you saw, here's upsell number one. Now after upsell number one, now I'm going to introduce them to upsell number two. Upsell number two. On this page right here is our selling online event. Now a couple of things you want to notice when your customers are going through the upsell down sell sequence. One thing that's confusing a lot of times is if they're like, they see a page, like for example, they see this page right here and, and they Go to the next page looks identical. They think that they're on same page loop. And a lot of times they'll just balance in their leap. So I need to make things look different from page one to page two as I'm moving through the funnel. So you notice right here in this video, I have blue headlines and stuff like that. I've got a green shirt for upsell number two. I want it to look different so I have a different color shirt. Things look a little bit different. They're not identical. And so I'm doing that because I want people to know this is a different thing than the thing they just saw so many times. People's upsell one, upsell two are identical. And then people are like, they're like, I'm in this loop, something's broken. They just leave. And then they don't get to the thank you page. And you want to make sure someone gets through every single page inside your funnel. Okay. All right, so it's upsell number two. And again here I'm selling my $97 event called Selling online. And so there's a video here, me pitching it. Come down here. And there's very quick no or yes. Okay. I love this style. There's different styles on upsell pages. This one obviously you saw down here, which is you have the yes button here and then the no link down below. This right here, again, I want to be different. I have a red no thanks on the left hand, green yes on the right hand side. So again, there's the video me pitching and selling online event. There's a quick way they can go and they can buy or not buy. And this video is very emotional. Then we go from emotion to what? Logic and fear. So if they scroll through here like, ah, they're not ready yet. Now I start logically convincing them, here's some more information. And then I go through and I have the entire sales video sales letter that explains more about it, more testimonials, more information. Here's what you're going to learn about. Right? So for the logical buyer, there's more information for them to go through it. And I keep pushing back the yes or no, yes or no. Make a decision, yes OR no. Right. P.S. here's what the offer is. One more time, yes or no. Okay. So that's kind of how we structure that to get people into the selling online event. Okay? Now if they say, again, selling online events, $97. So if they say, let me come back here. If they say no, they don't want That I still want them to be part of that event. So I'm like, what could I do? So if they say no, I take them right here to a downsell. And the downsell is I'm using what's called an invisible funnel. So let me show what that looks like. So there's the page and here's the downsell. Say, okay, wait, I know you want to come to the event. What if you could come to the event and you could attend it for free and then only pay for it after if you think it's worth it. Okay, so the downsell basically when you come back here saying, okay, the event was $97. You saw that. How about I let you come for free, attend the full three days, and then after the event's done, then you'll pay the hundred dollars. What do you think about that? Okay, so it's a secondary offer. Again, we have a yes or no thanks link. And those are the two different options. Okay, Again, I'm trying to pick up somebody because I want people to come to that event. I want them to attend the event during the event, obviously make them another special offer. So I make sure I want to get as many people in the event as possible. So Ideally they paid $97, but if not, cool, come for free anyway and you pay afterwards. Try before you buy. We call that an invisible funnel. Okay, and so the downsell for the event is the invisible funnel. Okay, now if I come back here and if they say yes, they do buy the ticket for $97, then I take them down this other path and now I'm going to upgrade them to a VIP pass. Okay, so here's the VIP upgrade. So they bought the $97 tickets. Like, cool, you bought the $97 upgrade. We do not upgrade the VIP day after the event. And then I have a video of me explaining that, boom, they have a chance to come down here and then they got the VIP and they can either buy the $197 VIP fly on the wall or they can get the question answered. And right now, the question answered sold out. So that's kind of what we do right here. Again, there's the yes button and no thanks link, then testimonials. And then we transition from a moken appears, all emotion, right? We transition. We have a quick, quick buy from emotional buyers. We transition. Now logic, testimonials, more information. Logic, logic, logic. More stuff, more stuff, more stuff. There's the option to buy again. Boom, more testimonials. And that's how it works. On that page right there. Okay, so there again, here's how we're going. We're going homepage. Upsell number one. Upsell number two, they say no invisible funnel. They say yes, upgraded VIP and they were taken to thank you page. And thank you page basically just says, all right, thank you so much for buying. Congratulations. Check your email for your login information. If they bought upsell, if they bought this song online, upsell, they can go and they can actually register for the event that they're going to attend right here. If they didn't, then this block is actually going to have a page where they could upsell to go buy the. To buy the ticket to the selling online event. Okay? So depending on if they. If they're a member or not, depends on what happens on this block. That's the only difference between the two different. Two different thank you pages right here. Okay. And then. All right, the second last thing is we have a spot right here where they can grab their affiliate link inside the new click Funnels. One of the coolest things you can create an instant affiliate link. So someone goes and signs up for your product on the thank you page. I can say, here's your affiliate link, and they promote it. They can get paid right away. So we're paid out 40% affiliate commission. Someone's bought the book and like it. They can grab this link, post on social, sell a couple copies of the book, and boom, get their money back instantly. Okay? And so we give them an instant affiliate link, which is huge for getting free traffic free from your buyers. And then step number three now is I push them to our next funnel. Okay? This is called funnel stacking. Someone buys the book, they have a good experience, and I say, hey, by the way, here is a webinar I'm doing called the last secret. Click right here to register for it. They click on there, boom, it takes them over to the next funnel inside of our funnel. They can go to register for this webinar. They watch the webinar, and now they're moved into the next funnel. Okay? And so that's the process, you guys. Every one of my funnels leads to another funnel, which leads to another funnel. And. But that's kind of process on how the whole thing works. Okay, I got two more things I want to show you guys. Okay, real quick, I want to show you the cheapest traffic you can possibly get and also the highest converting traffic. This is one that most people miss on their funnels. It's insane. If you do nothing else but just Doing this one step on all of your clickfunnels funnels, it'll change your business forever. Let me show you what is. Okay, it's a retargeting ad, but it's a special type of retargeting ad. Okay. Someone comes this page and they see the offer and they don't buy. Like first off, you knew they're interested because they saw the initial hook, they listened to your story, they clicked on it, they showed up. If some reason they didn't go and they didn't finish the purchase, it could have been because their wall was too far away, they were in a weird spot and they want to buy it later. But for whatever reason, they didn't. So this is like the low hanging fruit. You're just going to push somebody over. And so I'm going to show you one of our retargeting ads. We use a version of this ad for every single one of our funnels. I'm not going to show you the whole thing. I'm going to show you one part of it just so you understand how it works. Because it's like the easiest, cheapest traffic, the easiest buyers. Like, everything is just simple. And so like this is a no brainer. Nothing else besides this one little piece, it'll be worth the weight of gold in and of itself. Basically we do this ad is, it shows like if the book was 9.95, right? Like what else could they buy with $9.95 if they're not going to buy this? And so I'm not gonna show the whole thing, but I'm gonna show you the intro and how I intro it because notice I'm like confused. Like, what, why didn't you buy, like, why are you leaving right now? And then from there I share nine other things they could buy for the same 10 bucks. And the more ridiculous those things are, the better. So check out how I start this video. All right. My name is Russell Brunson and recently you came to expertsecrets.com because you're like, I want to get a copy of Russell's brand new book. And then you left and you didn't get a copy and I'm kind of confused. I'm not really sure why. So I want to talk to you about maybe it was like, I can't afford the $9.97 in shipping and handling, right? Maybe that was the reason. And if that's the case, I understand. But you're going to spend the nine bucks on something anyway. So I want to talk about nine other things you could buy instead of getting this copy of Expert Secrets, which will literally change your business and probably change your life. So here are they go through like a top 10 list, top nine list. Like, number one, you could go get a haircut. Number two, it's gonna be a crappy haircut for nine bucks. Number two, you're gonna go to McDonald's and get a Happy Meal in the drink. Number three, you get a cup of coffee at Starbucks. I make this ridiculous list. Like you could spend that, you drink coffee and it's gone forever. Or you get this book that'll change your life. Literally teach you how to be an expert. And like I show that, right? I start going through these things. And again, this is just a simple retargeting ad. When somebody hits landing page and they don't buy, boom, this ad starts falling around for next two or three days. And a huge percentage of people now will see that, like, you're right, I'll go find my wallets for 10 bucks. Like, I'm in. Russell, you got me. Okay. And so that's what the retarget ad looks like when somebody hits the homepage on your funnel and then they leave. All right, now, I promised you guys a gift when you started watching this video. And whenever I show you guys a video, I want you, you know, obviously it's investment your time to come and hang out with me to watch these videos. So I'm going to give you guys a gift. There's a really cool tool that you can get for free@barnmpt.com. it is the greatest funnel hacking tool of all time. We take screenshots of all the funnels, everything you're doing. But I literally funnel hack. I take screenshots of every single funnel I've ever went through, ever bought. And check this out. Recently today I went through the book funnel. Here's a couple of my favorite book funnels here on the Internet. But I went through the brand new expert secrets book funnel and actually went and funnel hacked every single page for you. So check out here's page number one. There's page numbers, page number one still. There's the exit pop. There's the two step order form. There's page number two, page number three. So there's every single page I just showed you guys. I have them all here inside of Barnum. You can get a Barnum account for free. But if you go to the description of the YouTube video down below, what I will do is you click on that and it'll take this entire swipe file of the new Expert Seekers Book Funnel. It'll copy into your Barnum account and that's a free gift I want to give you guys just for hanging out watching this video. Stay with me. All right? That said, thank you so much for watching the behind the scenes of the Expert Seekers Book Funnel. I hope you enjoyed. If so, here's another video you're going to love to walk you behind the scenes. Even more cool stuff that we're doing here inside of Clickfunnels.