How To Turn 3,000 Email Clicks Into 300,000 Visitors

So the big question is this. 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 answers. My name is Russell Brunson and welcome to Marketing Secrets. What's up, everybody? This is. Hey guys. This is Russell Brunson and welcome to Marketing Secrets. Episode number two. It's gonna take me a while. Used to saying marketing secrets as opposed to marketing your car. But I'm glad we're here, glad we're hanging out and hope you guys enjoyed episode number one yesterday. A lot of crazy stuff has been happening over here. As you know, we finished, we're still the last week of our book launch, but I've kind of moved on to the next funnel in the process, which is fun. But we just passed 50,000 books officially sold. Almost 51,000 actually this morning, which is cool, or this evening, it's nighttime here. I'm actually at the office. I'm out in the car like normal and it's been really cool. And then this week we're doing what we call a seven day launch. It's a new process I learned from Brendon Bouchard and I'm trying it out. It's the first time we've done it and it's fun. I've been funnel hacking him. He did that three or four times. Funnel hacked him, got the swipe files and a whole bunch of things and we're testing it out. So day number one happened today. Some of you guys saw that we basically sent out promotions for it. And basically I sat in the conference room and taught and trained for three hours live. And in three hours, next three days, you know, two more days in a row. So three days in a row. And then tomorrow actually going to be doing a presentation. I'll be selling our 2 comma club coaching. And if I execute right, hopefully this whole thing will go well and people will, you know, good stuff will happen. So we'll see how the details all kind of pan out. But it's a really cool way. It's a cool way to sell something, but also give insane amounts of value along the way, build tons of reciprocity, get people to love you more, which is what marketing is all about. So it's fun, I'm excited for it. And if you guys are not watching it, if you go to expertsecretsmasterclass.com, you kind of see the process in action. So, anyway, what I want to talk to you right now is I've been totally geeking out on Gary Vaynerchuk last few days, and a couple reasons why. I think the biggest reason why is I'm noticing that especially as we did it was launched the book. We did a whole bunch of. We did a virtual book tour, and I started doing Facebook lives, all these different people's audiences. It was interesting because some people's audiences were, like, really bad, a lot more than I thought. And some audiences were, like, insanely good. And I started watching, like, who are the people that are doing this game? Right? And I started looking at that and just trying to get a really clear picture. And it's interesting. Cause I've seen, like, there's people that are good at different channels, Some people good at Instagram, some people are good at YouTube, some people are good at Facebook, some people good at different channels, right? And the only person I see who's good at all of them consistently across the board is Gary Vaynerchuk. And so I've been watching him not just from, like a learning, but from a watching standpoint, what he's doing, every single platform. And, God, he's like the only person I know that I can see, I can find that's just really dialed in on all of them. I know it's happening in other markets. I just don't follow the other markets where he's got it working in all cylinders in all these different spaces. Right. Again, Facebook, YouTube, Instagram, podcast. Anyway, across the core channels, he's there. And I did a podcast a couple weeks ago about this, about how he kind of mentioned one of the things I listened to, that your phone right here is like the equivalent of the TV in the 1950s, right? Like, there were only three or four channels back then, and the people who were on those channels dominated. And today it's kind of same thing. Right now your phone has got. There's three or four apps that people use to get all their social communication. It's like that's the majority. Like, 90% of everything happening on your cell phone outside of games is happening there. And so it's interesting. And so as I've been learning that I've been watching him as he's, like, dominated each of these channels, I'm like, oh, how can I do that? And. And it's funny, I had a lot of people like, Russell, I cannot keep up with your content on how you're doing it. You're doing podcasts and YouTube and Facebook lives and this and that and all these different things. And it's because I'm trying to do the same thing. I want to be so in every single channel that, like, wherever you go, you're seeing it. I want to be relevant because it's been interesting the last probably year and a half, two years or so. So many of my friends who focused on the marketing we've been doing for the last 10 years have become irrelevant. And as I tried to do Facebook lives with their audiences, I was like, dang, they're not relevant. And it's interesting. And if you asked me my opinion before this weekend, I've been thinking a lot about this, and this is the big mind shift. And I hope that this gives you a mind shift, because it totally gave me one. I don't want, as I tell you this, I don't want anyone to discount be like, oh, email marketing's dead. Because that's not what I'm saying by any stretch of the imagination. Email is still hyper, hyper important and will continue to be important because it's a lot of reasons. Like when I got started, like my first mentor, Mark Joyner's, like, build a list, build a list, build a list. So I like, I focused on that and it saved me. I built a list of over a million entrepreneurs. And like, it's been like the good times and the bad times. During the good times, it helps amplify things. In the bad times, Helps save your. But save me from bankruptcy twice. That I can remember, probably more. But it's like, that was the key, right? Is this giving you this. Your own distribution channel. You can get messages out to people. And I would say for the last, I don't know what email was invented, but from then till probably the last year, so, like, it was king. It was the most important thing. Again, I'm nervous thinking this podcast, I want no one to be like, cool, I don't have to write email anymore. No, you have to focus on email. If you read the I don't have it here in front of me.com secrets book had in the conference room today. If you read the.com Secrets book I talk about there's three types of traffic, right? Traffic you control, traffic you don't control, and there's traffic that you own, right? So traffic you control. Like Zuckerberg owns Facebook, right? He owns Facebook traffic. He owns it. But I can go buy an ad I can control. I can send it Somewhere, same thing. Like YouTube's owned by someone. People own these channels. So I don't own that traffic, but I can control, I can buy an ad and push it somewhere. And when I push into ads and I want to push it somewhere where traffic transitions from traffic that I'm controlling into traffic that I own. So for me, for the last 10 years, it's 100%. Like, send all that traffic to an email list because then they join your email list and they're on your list now and you've got them. I still believe that. Like, again, don't think I'm taking away email. I'm not. It's still the key. Like that's still the best way, I think, to transition from traffic you own to traffic you don't own. And then there's traffic you don't control. Right. And that's like SEO, pr, all sort of other stuff that's happening. We had a blog or we had an article today, actually posted, if you guys are reading Forbes. In fact, I wonder if I can find the headline really quick. It made me feel really good. In fact, I sent it to my parents and they got all excited, which made me even more happy. So the title of the headline was this Entrepreneur built a $360 million SaaS business that was entirely self funded. There you go, there's the headline for all those who are watching the video feed over on YouTube. Right. And so it was awesome, right? But like the article happened and I can't control. Traffic's coming from different places and I can't control that. So it's like. So I need to somehow capture that. Hopefully I'm capturing it and putting it in places where I can get an email and then I can control that traffic. I can send it places, right? Okay, so there's my beliefs. Like the core foundation has not changed. It's still traffic you control, traffic you don't control. All siphoning into some types of traffic that you do control. Control doesn't only mean an email list, though. I still think email is one of the best. And the reason why is because you have an email. I can send an email directly. It goes to people. But here's the negative side of email. You send an email, it goes to somebody and then it dies. Send an email, go, somebody dies. Okay, so the channel is powerful, but that's the downside. Then you got all these filters and promotion tabs, all this crap that you're always fighting against as well. And so it becomes less and less effective. But I say let's say I send an email out to my list of over a million entrepreneurs have come through our list. I don't know exact number account is today, like how many are active? It's not a million, it's close to that. If you look at when I send an email out, I might get, I don't know, 30 to 40,000 people to open the email. And from that I might get 10,000 clicks, which is a good email. In fact I should probably look at the exact number. It's been a while, but something like that, like If I got 10,000 clicks on email, like that's awesome. I remember back in day, like my goal, if I get between 3 and 5,000 clicks per email, I was like, oh, celebrating, right? Which is awesome. Now I want to put some things in perspective because that's still like still good. But understanding the power of emails. I click a button, he goes to his inbox and I can get clicks fast. But the downside is that it's there and then it disappears. And the lifespan of that is very, very short. It's finite, it lasts a few hours and then it's buried and then it's gone. Right now I want to put this in perspective. If you go back and look at the book launch for Expert Secrets we just finished, I did a whole bunch of Facebook lives and from that stats here in front of me for those who are watching, I'm at the office, I don't have my. Let's see if I can find. Alright, so it's here on Skype. So I'll pull this up. And this is as of like a week and a half ago, so it's even more now, but it's kind of cool. Alright, so from the Facebook lives that we did, our reach was 5,679,718 people. So that's like the equivalent of like an open rate in email, right? Some people like saw me in a few. They opened the email, whatever and they saw that right now it's not as good as an email open for granted. I'll take that. But 5.6 million people saw my face in the news feed being interviewed by someone about the book. Crazy. I don't know how much I'd have to be on CNN like five or six times. As my guess, that many people to see it like those are flipping channels, right? Then from that 3.15 million people actually clicked play or sat there and watched some of the video. Over 3 million people watched it. Right from that we got 40,000 reactions. People clicking On a like or a dislike or a thumb or whatever. And 3696 shared it. Okay. It's interesting. I was looking at that. And the cool thing is all those assets we created are there forever. Like, we're running ads to all of them that are still profitable consistently. And they're running, and they're running. And the lifespan of these is a long time. Six months, a year. They can go on for forever. I'm putting videos on YouTube now. If you've been watching Funnelhacker TV, I'm posting these videos. And what's cool is the video gets put there, but then it has this long tail. Like episode one of Funnel Hacker TV got. It's up to like 14 or 15,000 views. Okay, number two is I get 13,000. Number three, and it's like they're all getting. But the thing is, like, they're there. Then they keep growing, keep growing. I mean, episode one of Fun Hacker tv, my guess is the next year to two years, that thing's gonna have, I don't know, a million, million and a half, 2 million views on it. I've done videos on Facebook that got multiple millions of views. For me to get a million clicks on email, that's gonna take me an entire year to get a million clicks. So I start thinking like, and then again, they're all different, right? Every channel's different. You got email, you got Facebook lives, you got YouTube, you got Instagram. I'm learning all these platforms and trying to really understand them, but what I'm seeing is like, if I use my email a little differently than I have been using, I've been using my email in the past to sell. I still think you should use it to sell, but differently. And I'm not sure exactly. I'm going to kind of give you some of my brainstorms off top of my head, but I don't know how it's going to all pan out. But I feel like in the past what we do is we would have long email sequences pushing people through a funnel and all sorts of things. But I feel like I want to shorten that. And we were talking about here internally in the Office calling like 48 hour funnels, where it's like something comes in and we have urgency and Scarcity Quick. There's 48 hours from the time they opt in to the time that offer expires. And they use deadline funnels with click funnels, beginning, end, done, and then it's over. And then from there, we push them back into our if you read the again, if you've read the Experts or the.com Secrets book, I have my soap opera Seinfeld, my soap opera sequences and my Seinfelds. My soap operas in the past were long sequences, pushing them throughout a funnel. But I'm going to compress that to like a weekend marathon, like a 48 hour marathon instead of a soap opera sequence, right? So kind of like two to three emails really quick when they opt in specific to that thing. Then we dump back to our Seinfeld list and my Seinfeld list. The goal of that in my mind right now. And again, I haven't quite perfected this. Figure it out. But what's been going on is the goal of email now for me outside of the 48 hours to convert and cause urgency and scarcity and open and close an offer to promote content. Because interesting is like if I post a video on YouTube and I post it there, nothing's like it kind of sits there, right? I can buy some ads and slow. But if I start it and I start with big momentum, it'll grow quickly. Like today when we did, I did the three hour training, we were on Facebook and we were on YouTube. And so I promoted on Facebook Messenger, I promoted people to the live Facebook email, I promoted people to the Google version. And we had over 3,000 people watching live for the entire three hours. That was people that actually watched it like full time. Then there was all these people up and down. But I would say when all of a sudden from that we had like five or six hundred shares, like thousands and thousands of clicks. And I'm looking like if I use my email as a tool to amplify a video and then when the video's done, when the video comes and there's like, you know, there's 3,000, 4,000 views and there's 200 comments. Then Google or YouTube or whoever's like, holy crap, this video's awesome. Or Facebook saying this video is awesome and they're going to rank it higher. Then more views happen and this thing get email. If I were to send email, it would hit there and then it would disappear within two or three hours, it's gone. Like the clicks and stuff are gone from that email. If I push it to content to boost it to my most hyperactive people who are on my list who love me, we push them there and then they start watching, viewing and sharing and then it boosts everything else and I get all this organic traffic, it changes that 3,000, 5,000, 10,000 clicks max into Hundreds of thousands to millions of views and it's like now I'm looking at email as like an amplification thing. It's like amplifying these pre sell ads. Like look at I keep going back to Dotcom secrets book. I should probably if you haven't read it yet, go read it. But the Dotcom Secrets book I talk all about like the phases of funnel, like the pre phrase, the pre frame before they hit the funnel is like the most important part. All these videos are pre framed. So it's like I'm taking a pre frame, amplifying it, I'm ramping it up and then it's going viral or semi viral or we call it paid viral, forced viral, you know, makes we can pay ads, we put ads behind it and and it can grow that way. But it's taking that email, it would have been 3 or 4000 clicks and turning it into 300,000 clicks and it's really, really fascinating. Same thing with ManyChat which is the new Facebook Messenger. When we first got I struggled like how do I use this? I push people to different offers. It was kind of confusing and what I found now it's working so good is like I'm building this list. I think we have like 15 or 16,000 people on our ManyChat list. It's like an email list but it's through Facebook Messenger. What we're doing is every time we Facebook Live we push it, we within that fast we get 500 to a thousand people show up to any Facebook Live like it's insane. I log into the bot, so start Facebook Live go. They all come and within like I said within minutes we have 500,000 people who are live which then people see a Facebook Live with 500 to 1,000 people on it. Then they start watching and starts growing and it snowballs into everything. So I'm looking at this whole thing differently now where it's like email and messenger are tools to amplify the content. Where I'm going to take this, take this asset, this pre framed video that I'm creating and putting out there and changing it from three or 400 views I would have gotten or three or 4,000 clicks, I would have gotten into 30,000, 50,000, 100,000 or more. And it's getting me excited. So again I'm experimenting with this. But I think it's funny because this is the first time I think in my Entire career now 14 plus years I've had a directional shift and I viewed email different and I think it's better. It's interesting. So anyway, I just encourage. I just wanted to open this thought process for you guys as well to think about. Cause I'm thinking about it. I think that we should all be thinking about. Cause I think there's something interesting there that's gonna be big. And so watch what I'm doing again, I always say it's like, listen what I'm saying. Cause I'm never gonna hold anything back from you guys. I don't do that. But watch what I'm doing because I'm doing it consistently, I'm trying it. And if I keep doing it, it means it's working. If I stop, then I'm like, I guess it didn't work. But I think that's the key. Yeah. So start studying each of these different platforms and understanding them. Instagram is the same way I can look at Instagram. I still haven't quite figured it out. In fact, I got my account canceled yesterday and I got it back last night. Sounded a little paranoid about it. But at the same time, there's this really cool thing about Instagram where you have the ability to build the relationship and build rapport with the attractive character. It's kind of like Snapchat, only easier to build because I can post videos. Now they have this really cool thing coming out called Swipe up. And I don't have it yet in my account, but I've seen a lot of people have it and we're trying to get it our Instagram accounts. What's happening is I can be doing these. I still call them Snapchats because we do Snapchat for a year. But whatever they call them in Instagram, where I can go and I can make these videos, right? So the videos I'm telling the story. I'm telling like a story throughout the day. As I'm, okay, I'm here, I'm doing this and kind of like a mini version of what we do on Funnelhacker tv. But I'm telling this story. And as I'm telling the story throughout, I can be like, hey, I just record a podcast. You want to hear it? Swipe up. And they swipe up, and it immediately takes them to whatever URL you want. And, like, that is magic. And so I think that's the. Like, I think Instagram is similar in my mind to Facebook messenger and email. And I don't have names for it yet or haven't figured out, like, a system. But the goal of those platforms are to build rapport with the attractive character and then to amplify content and the content are pre frame bridges which push people into funnels and if you start looking at that way I think there's something new and exciting and yeah, so there you go guys. We're what, almost 17 minutes? Usually get longer now that I'm out in my car. Sorry about that. I hope you don't mind but hopefully get the wheels here spinning because that's the direction I'm thinking and focusing on and I think it's going to be where things are starting to transition to. So hope that helps. Thanks so much you guys for hanging out. If you're not subscribed yet, go to marketingsecrets.com and subscribe on itunes and leave your feedback. Would love to hear it. And if you if you are new to this and you want to catch up on like the last five years of this podcast, it used to be called Marketing in youn Car. You can go to marketingyourcar.com in the first like 250 episodes. You can get on a free MP3 player. Just get you caught up on all the cool stuff we've been talking about behind your back and now you're part of it. So I can let you in on the big secret. So with that said, thanks you guys, appreciate you and we'll talk to you guys all again soon. Bye. 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.com Secrets and you can get your free copy at.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.