How to 2x Your Sales (and 10x Your Profit!) by Mastering Momentum

Hey, this is Russell. Welcome back to the show. Excited to be hanging out with you guys today. We just got back from Funnel hacking Live and I want to share with you guys a concept that I'm doing right now that a lot of people don't realize I'm doing. But it's the key. It's the key to actually double your sales. But not only you're doubling yourselves, your actual 10x your profits by mastering this one thing. It's very simple, it's very powerful. It's very easy when you understand it. And that thing is called momentum. Okay, this is where most marketers make a mistake. They spend all this time, this energy coming up with an idea and a product and putting the product together and launching it and, and they get some sales coming in. But typically you could buy Google Ads were kind of a thing at the time, but it wasn't, wasn't like today where most people just buy Facebook ads, right? Buy YouTube, Instagram ads. It was, it was a different time. And so the way we drove traffic back then primarily was through partnerships. We had to know other people who also had email lists. And we do joint ventures where I'd promote them, they promote us, and vice versa. That's kind of how this whole world and this whole industry was built. In fact, it's crazy if you look, if you go back in time, you know, 20 some odd years ago, when we first started playing this game and started like developing and figuring it out, it was interesting like how most people thought that what we were doing was a scam. Like this whole thing's a scam, the whole business, whole industry, like, and it's funny now because I fast forward 20 years later where it's like now. So everybody does every influencer, every everything. And it's like, now we're cool. Even though back then, you know, when you're the, when you're the first, people always look down on you as the first. And it's just funny to me because we've been doing this so long, but we learned some things from back in the day that, that no one nowadays knows about because you guys all have had it so nice and so easy just buying ads. And over time, ad costs have been going up, right? And your margins have been shrinking. And you don't know this one little secret that's keeping people like me having huge profits, right? So again, this will double your sales, but it'll actually 10x your profits if you understand how to use it correctly. And it's understanding momentum and how momentum works. After you launch a product. And so back in the day, this is kind of the process and how we would do it, right? So we do a product launch. And. And the way we would work is that we. Again, we had to pay our affiliates to promote. And initially, it was really easy. It was like, oh, we'll just do 50, 50 split. Like, you promote something, you get half and I get half. And that's how the business started initially, right? So we started doing these launches. And so it's cool. You get 10 people to promote your product. They'd all make a bunch of sales. You pay them half commissions, you keep the other half. But then what happened is then more launches started happening, right? This guy named Jeff Walker, you guys probably heard of him, he started talking about product launches. And then Frank Kern launched this thing called mass control, which is basically about how to do product launches. And everyone's talking about product launches. And. And it was the thing. So everyone's doing product launches. What happened was it was getting. It got harder and harder to get affiliates to actually promote your product. Cause everyone's competing against each other, right? So then it's like, okay, well, we're gonna have to create prizes. And so all of a sudden, you started creating these prizes. And at first, the prizes were really simple. Like, oh, you're gonna get. You know, we didn't have ipods back then, but, you know, whatever the prizes were. And then prizes got more expensive. And eventually, I remember one time I won a massage chair, and later I won a roll. And it comes back to Dan Kennedy 101. Dan Kennedy always says, whoever can spend the most money to acquire customer wins, right? So what does that mean? It means, well, as advertising costs go up, you got to figure out other ways to monetize those audiences. So for us, that's where funnels came from, right? Upsells and downsells and cross sells. And all these things we started doing to increase how much money we were making for every single customer come in. And so somewhere along the line, I don't remember who kind of figured it out, but this became the big secret, okay? It was called the launch within the launch, okay? So what happened is you do this big public launch to everybody, right? So you do this big launch, everybody promote it. And again, you pay out 50% commission to affiliates. You pay out next, you know, of the 50% left, you pay out, you know, 75% to prizes, yet you're 25%, you know, and then you have your merchant fees and refunds. Like, you make almost no Money from that. So then afterwards you immediately launch something right afterwards. And that's where the profit came from. Okay? In fact, you do this launch like inside the launch. So good example, one of the first times I did it, I had this course called Micro Continuity still on things I'm most proud of. It was like my first course like took off, it did really, really well. But we launched initially and we did launch, we put, I recorded the whole course on these little MP3 players. So the free plus shipping MP3 player offer and then you could buy the course as an upsell and things like that. So it's kind of this really cool thing. And so we did this big launch and back then we were paying affiliates 100% of the front end and you know, 60, 70% of the back end, plus prizes. Like we made no money. But we did this launch and it was converting. So we got a lot of affiliates, we got 20, 30 people to promote it. And so launched up doing a couple million dollars, right? Like it was really good. But again all that money went away. And so if you look at like what the actual thing we were launching was this training and this education on how to do what's called a micro continuity program. But then towards the end of launch, before wrapped up, we did special like, hey, how many guys would like, you're learning about micro continuity? How do you guys, like, if I just pre built site for you, like come on this webinar, I'm gonna tell you about it, say, come on this webinar. And in there I would do this webinar where I'd pre built a micro continuity site for them. I sold them rights to it at, I can't remember, four or five hundred bucks or something like that. And from there we made like an extra million dollars, right? All the bottom line, all profit, all the meat. I didn't pay ads, affiliates, anything was just pure profit that came to me, right? So you think about this. Like I went and you know, let's say, let's say it was a million dollar launch, A million dollar launch. I sold a million dollars of the, this, this secondary product happened inside the launch, right? And the first, let's say the first one is a million dollars. I netted a hundred grand right here. I doubled my sales because I went and I made $2 million now. So I doubled my sales, but I 10x my profit, right? Because I only had a hundred thousand dollars profit here and then I made a million profit over here. So more, I guess it's technically like 11x right? But I, you know, more than 10x my actual profit, okay? And that became the big secret. So we started these launches within a launch, a launch within a launch, okay? And then for me, it started becoming a launch within a launch within a launch. Like, we were always rolling these things forward, right? And the key was momentum. Okay? This is where a lot of people miss. Like, they, like, either they're in pain or they're moving towards pleasure or something. And they come towards your offer, right? They buy the offer. That's why funnels work so good. Because again, the person's hot right now. Like, they're going to buy that. They're going by upselling and buy down, sell. But now, like, they're. They're trying to get everything. And what we think's happening is they're buying our stuff and then they're sitting back and like, they're consuming our content, right? Like, I bought Russell's book. If I'm going to just read his book, like, I got everything I want. The reality is, though, is, like, if they're a Porky, I hate. They want to learn. Funnels are going to read.com secrets book and then they're going to go and find out who else wrote a book on. On funnels. They're going to buy the funnels and funnel software. Like within, within seven days, they're going to be buying everything related to this topic and then they're going to be out of heat and kind of fades away, right? That's kind of how we started making money back in the day, right? And then all of a sudden, ads are coming. And for the first five or six years, ADs were cheap. It was amazing. Zuckerberg was not selfish and greedy. He just liked to let us all win. We all made a bunch of money. And then over time, they got more expensive and it got harder. And most people forgot about the launch and then launch. They just did the launch. And then they kept whatever it was like, oh, Zuckerberg's squeezing out my profits. I'm not making much money. It's like, you guys, it's because you forgot the lesson. The lesson is, right, you can 2x yourselves and 10x your profits. By mastering momentum, you can taking this momentum, the buyers in heat and offering the next thing in the value ladder, next thing. And doing this over a very compressed period of time. Okay, a couple of examples of this, right? So I knew I wanted to launch a course. This is, man, five or six years ago. Now I want to launch a course called One Funnel Way. You guys probably Heard me talk about it before. I think we had almost 200,000 people that took that course while it was at its peak at 100 bucks a piece, right? And so instead of just like here's the course, launch it, I was like, okay, I wanna build up momentum and roll people into the course, okay? So the very first thing we did is we did a summit. It was called 30days. Was it 30days.com? And@30days.com it was this free summit. You go and register for the free summit, right? Where you're gonna hear all these people talk about their 30 day plans, what they would do. But then after they register on the next page, it's like, hey, thank you so much for registering for the summit. I wanna invite you to the One Funnel Way challenge, right? So I did this big summit to get people's attention, excitement, get everyone promoting this summit. And, and it got people in there, right? And then the upsell was one funnel away. But then after someone was finished, then everything we pushed now was rolling into the next offer, which was one funnel away, this $100 thing, right? And then we ended up getting five or 6,000 people that very first month coming into it right on the backside of this event, okay? And so that was the very first thing. And then if you look at the momentum there, people went through the One funnel away challenge, inside the challenge. And we push people into the funnel hacks, webinars, push them into click funnels, right? So I'm taking this momentum from this free leads, this free summit, directly into this hundred dollar challenge, directly into this thousand dollar course, right? And so it's like the momentum leads. And so I spent a lot of money getting people into the summit. We paid affiliates a lot to get people in the summit. But they join, you know, and we, we pay, we have sticky cookies, we pay people, affiliates throughout the, the, the funnel. But typically it's like hundreds on the front end, 50% on, on the, the, you know, the first tier and maybe 30% on next year, right? So like, so we tear down the commissions as we tear up the, the the and that's where we start pulling out the margin. Okay? We did the second one funnel away 2.1 funnel away 2.0. I didn't just launch OFA 2.0, right? Instead what I did is I was like, I need a pre challenge, get people excited to go into the paid challenge. We did a free challenge called five day elite challenge, right? It was a five day challenge, it was free. This is the middle of the lockdowns. We do this big challenge, we promote it like crazy. Everybody comes in, they go through the whole process and then at the end of it, then we push people into one funnel away. Boom, they come to one funnel away $100, right? They go through that process and inside there, boom, we pitch the thousand dollar thing and again, momentum. And then for the end of that, we push, we pitch them into Funnel Hacking Live and we just keep that thing rolling, keep it rolling, moving them up value ladder, step, step, step, step. Versus what most people do is they launch the thing, make some money, sit back and then relax and let momentum die. And what am I doing? I'm capitalizing on momentum, right? Everyone's been talking about fhl. People are posting pictures. Like all sorts of things are happening now. Like, this is not where I want to go quiet. This is where most people are quiet. Like, oh, I'm going to take a break and take a week off now. I am going to take a couple days off tomorrow. I'm heading out with my wife. But prior to that, it's like I need to set things in motion so the momentum does not stop. Okay? Because the thing about if the, if the rule of momentum is you're going to double your sales and 10x your profit, like right now I'm doing. We did great, right? Imagine if I double the sales from Funnel Hacking live, but this time I'm not going to pay six and a half million dollars for to run the fhl. Right now, it's all just profit. So even if I double the sales, I'll 10x my profit. So this is where the actual money's made, right? As the dust is settling, this is where most people miss out. Okay. Cause a lot of people who wanted to come to FHL, but they couldn't, for whatever reason, they couldn't get a ticket, they couldn't travel, they couldn't fill in the blank. A lot of reasons. And so now it's like, how do we capitalize on that? So for us, we had multiple different offers that happened during the event. The first was actually an offer for a free. A new free platform we just launched. This is the first time I've announced this publicly. So you guys are in the know. I haven't done a big launch around this yet, but we launched a really cool new platform called OfferLab. If you go to offerlab.com, it's the coolest thing in the world. It's a free platform. You go sign up. What you do is you can go add all your offers in there. So you can add, you know, if you've got a book or a course or a physical product, whatever, you throw all your offers inside OfferLab. It doesn't matter what platform you. If you're using click funnels, if you're using Shopify, using one of our competitors, they. It doesn't matter. We integrate with everybody. But you just take it from those platforms, like from ClickFunnels, from Shopify, from GHL, wherever you want. And you click a button and import your offers into OfferLab, right? And then you take your sales page and make a custom sales page inside. So everyone's got an offer and sales page, right? And it builds out this whole marketplace of offers. And then any of us as like a promoter, you know, I'd say traditionally an affiliate, but it's different than affiliate. You log into OfferLab, you see, here's 10,000 offers. Eventually. Now we got a couple hundred, but eventually the goal is to get 10,000 offers in there. You log in, you're like, I wanna build a funnel. And you can literally build a funnel in like 10 seconds. You're like, I want Russell's book and I want this course, I want this backend mastermind. And like, you literally click four buttons and you've got a funnel with four upsells built into it. And you can launch it, you can push it to social media. It's like the coolest thing in the world. So we launched that, right? And so we have 5000 people in the room. 1700 people signed up and created their offerlabs account and submitted an offer, right? So that's great. At 5000, 1700 did that, right? But we got 6 million people on our email list, right? So now I'm taking the presentations where we explained OfferLab and working on a campaign where we're gonna roll that out to the entire ClickFunnels community. And now that'll go to millions of people versus just 5,000 people, right? So the momentum on that offer will start growing and expanding. Okay, clickfunnels. We just. We did a clickfunnel state union address, was showing all the cool new stuff in ClickFunnels, right? Which is insane. And then we bribed everyone to go get. In fact, here's the secret link is right? If you go to launchyoursas.com S A A S launchoursas.com youm'll see this special offer made for people at Funnelmaking Live, right? To get them to create their ClickFunnels account, we literally give them the keys to a $40 million a year software company they can run, they can keep all the profit, they can white label the whole thing for free when they become a ClickFunnels member at launchyoursass.com, which is crazy, right? So we launched that one. So now that's done. We're taking the footage of us teaching about it, creating campaign that it will be going out in email lists here, going out social media, all pushing to that same offer to get more people now, right? Everyone at Fat show got a, got a early movers advantage. Now we're pushed out to everybody else. Okay. At the event we make an offer for my coaching program. It's called Prime Mover Foundations. And so again, we sold a lot of people FHL that, which is great. But now what we're going to do is we're going to be doing in two weeks from now or maybe three weeks from now, we're going to be doing an FHL encore. We're going to take not all the presentations, but probably take two and a half days worth of presentations. We're going to put them together and do an FHL encore. We're going to launch that. People will come in, they'll watch it and then we'll have a chance to the people who watch it virtually. And again, they're not going to get all the sessions. They don't get Tony Robbins, they don't get a lot of the other things. But they'll get, you know, 2/3 of the sessions, they'll go through that and then we'll make the offer there as well and then someone will sign up there, right? And again, it did great in front of 5,000 people. But I might get 10,000 people virtually who come to this event now who weren't able to come in person. Right now if you want to sell stuff online, you're going to need a good funnel. But if you want a great funnel, then you're going to need to use ClickFunnels. ClickFunnels is the number one funnel building platform on the planet, helping more first time entrepreneurs to lead their 9 to 5 and to launch their dream than any other company in the world. And you get a free 14 day trial by clicking on the link in the descript or going to ClickFunnels.com YouTube right now. ClickFunnels because you're one funnel away from changing the world. Okay, now you had a chance to hear my ad read for my own ad. I'm gonna jump into three steps now to start implementing this inside your business. Okay, you guys ready for These. All right, start writing these down. If you watch a YouTube, right? You know, post these down in the comments down below. If you are watching listening on the podcast, grab a pad of paper, can walk you through what you need right now. Okay, Step number one, this is the first key, okay? And this is a mindset shift. When you understand this, it'll make everything else easier. Step number one is look at your launch as a break even funnel, okay? What's a break even funnel? I talk about these a lot, right? A break even funnel. Like my book, funnels are breakeven funnels, right? Somebody goes and they buy the book free, plus shipping, and then there's an audiobook for the order form, there's an upsell and down sell, right? All the revenue I make through this funnel, the only goal of it is to break even. Cause again, it's the very first of my value ladder. They're gonna buy that, read the book, get a good experience, they're gonna want to send up and buy the next thing, right? And all the profit comes after the breakeven funnel, okay? The break even funnel is the key. So if you understand that your launch, your rollout, your thing you're doing is just a break even funnel, okay? I don't care if you're doing a coordinate launch with 30 affiliates, everyone promoting, that's just a break even funnel, okay? So feel free to give away all the commission to affiliates. You don't even care, right? That money is not yours. You're going to give to Zuckerberg. If you're on Facebook, you're going to do an email or send it to the emailers, your JV partners, like give that money away. It is a break even funnel to acquire a customer and bring them into your world and give them an amazing experience, right? And to create and like to put them into heat, right? They become the buyer in heat, right? That's the very first thing. So step number one is look at your launch as a break even funnel, okay? Step number two, understanding that the real profit where you double your sales and you 10x your profitability is the launch within the launch, okay? Think about, you just sold somebody information about something. Now inside of that you're going to come back and you're going to launch something specific. It could be like the week after, the day after, it might be in the middle of it, you can plug it in wherever you want. But basically it's like, in fact I see a lot of people do this really successfully. They do launch, it closes down. Then when the launch is over. They do a new member like welcome webinar. And they jump on that webinar. And then during that webinar, then they make a second offer. In fact, this is one of the. I haven't told this publicly before, so this is actually one of the secrets on how we actually grew clickfunnels initially. So you guys have heard me tell the stories, how I was doing, you know, three, four, five podcasts a week or sorry, not podcasts, webinars a week, sometimes two or three a day. The way that I was able to do that consistently is I went and I saw it, found all the people who were launching products, right? So they do a big product launch, right? That was their break even funnel. And then I taught, I'd message them. I say, this is the deal. I have a way to double your sales and 10x your profits by doing one thing on the back of your webinar. Like, what's that, Mike? You're gonna do a new member welcome webinar. Okay. And they said, how's it work? I'm like, you're gonna jump on everyone who buys your product. You're gonna welcome on. You say, hey so much. Thanks so much for buying. We're excited for you. Your team's working to get everything implemented for you. But right now, the next step, now you got a product is you need a funnel. And this is. I brought my friend Russell, number one funnel building expert in the world, to come tell you about this. Russell, tell them about funnels. And I jump in. I would do my 90 minute webinar presentation about funnels and I would sell them, click funnels. Okay? So I was finding people who were buyers. Neat. They just bought from a launch. They're the peak of excitement. And then we would do a new member webinar right afterwards, which was basically welcoming them to the program and introducing to me. And I would do the thing, right? So that's the other place you can do the launch, then your launch. So if you was looking at, okay, during my launch, my initial kickoff, I'm selling information. What do I have? This next tier, the value ladder, right. Moving up from information to implementation. Right. Do you have it done with you? Done for you? A coaching program, something like that. That's usually the next tier. So you're looking at what that thing is and then where does it make sense to kind of weave that in? Right? Do you weave it in middle of the campaign, just to the buyers? Do you wait till the campaign closes and do it? The new member webinar after some people do it a week later. Like it doesn't matter where, but it's just somewhere within there is. You're doing the launch within the launch, and that's where you will double your sales and 10x your profits. Do not miss the step. Everyone misses the step. This is one of the big secrets that I don't ever talk about. No one talks about this, okay. You only know if you're in, if you've been doing this for as long as I have. Right. Cause most people stop doing this when Facebook ads were cheap and they forgot about where the profit in the business actually comes from. Okay? So that's step number two. Step number one, look at your launch as a break even funnel. Step number two, again, remembering that the revenue comes to launch within the launch. You're trying to figure out where, what is the launch you're gonna be doing. That's the next tier in your value ladder. The next thing that they need. They have the information looking for the implementation. What is that version of the thing you can sell to them on page number two or on this step number two. Okay. And then step number three is the last thing in momentum I try to do, right. Is rolling them into continuity. So we have a lot of offers. We'll sell a high ticket thing, right? We sell something for $10,000, okay? And after the campaign closes, then we roll them into a continuity program. Sometimes that continuity program, something like click funnels. But sometimes it's not. Sometimes it's like, hey, this is $10,000 over here. Let's sell it for $500 a month now. And so anyone who didn't buy it, $10,000 will roll back, say, hey, this is $5,000 a month in perpetuity, like forever, right? So it's not something that, so it's not a payment plan, but it's something where they're paying, they're paying a monthly fee to be able to access the same thing someone would have bought lifetime access to, right? For $10,000. So you're rolling them in continuity. So you're taking this. Yeah, they always think about the world as a funnel, right? You have this huge funnel. You have, you know, whatever, 8 billion people in the world. Then you got like 3 billion who are on Facebook. And then you've got from that, you know, 100 million. You see your ads and you get 10,000. Click on your ads, you get, you know, 5,000 who opt in and you get, you know, a thousand that get into your funnel and you get 500 to buy from you, right? So you should have the rest of this whole funnel, right? Everybody else. So it's like, I'm going to go now up a tier. So I have a hundred people to buy. I'm going to go up a tier. I got 500, you know, 500 people here and thousands of people here like those who didn't buy. What can I, like, I don't want to lose this momentum. They came to watch the webinar, they watched the challenge. They got into, like they got into the momentum of the thing, right? And so you have that in there now it's like, how do I take that momentum and how do we take it and then plug it into the next thing, right? So hey, they couldn't afford this, but maybe they can afford this, okay? And that's how we start looking at these transitions. And so it's just, it's just understanding momentum, right? Understanding that if you look at funnels, there's a whole flow of people coming through, but only a certain amount makes it to the bottom of the funnel. Boom. So now after that money's come through, right? Then I go up a tier in the funnel and I look at those people. What can I offer them? They wouldn't be willing to buy this. What could they buy here? Is it a payment plan? Okay, Is it rolling to a continuity version of the offer? Is it a completely different offer? Is it a course? Is it, you know, and I start going back up the value or back up the funnel and trying to find ways to monetize the people who didn't fall out the bottom. And this is the key, guys. This is the big secret that makes sense. Okay? So again, step number one, look at your launch as a break even funnel. Step two, launch within your launch. Figuring out where those buyers and heat are and then plugging them into the next tier of the value ladder. Except number three, start rolling people into continuity, into downsell offers, into other offers who didn't fall at the bottom of the funnel, move up the funnel and, and roll them into the next program that may make more sense for them, okay? And that's done. Then roll the, you know, then when that momentum's done, then roll to the next thing, right? Again, if you look at our funnel, right? Even I just look at the last 60 days. Like we did a big selling online challenge, right? We go to sellingonline.com and people register for that and they go into a three day event with me and they end that event. We're like, hey, if you like this virtual event, you should be coming to funnel hacking live. We push people that momentum into funnel hacking live. Boom. Funnel hacking live happened. Now we're momentuming into the next thing. And like, it's just always about momentum. Like, success in this business is so much about that you don't want to lose momentum as you have it happening. Like, you just keep dumping into that and adding fuel to that fire because the momentum is such a powerful thing. And when you lose it, it's hard to get back. So keep yourself in momentum. Keep your customers momentum, keep that, keep those buyers in heat as long as humanly possible, because this can help make things so much easier. All right, now, do you have a funnel? But it's not converting the problem. 99.9% of the time is 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 a link in the description or by going to selling online.com/YouTube. Okay, you guys, so that is the game plan. I hope that was helpful for you guys and understanding, like how to capitalize on momentum, right? Understanding that you can 2x yourself and 10x your profits by understanding this one thing is how to master momentum. Rolling one launch to the next to the next and serving your customers at a higher level. I hope you guys enjoy this. Thanks so much for listening and I'll see you guys on the next video or on the next podcast episode.