Marketing Secrets - Secret #7: Cool Stuff We Learned During Our "7 Day Launch"

What's up everybody? This is Russell Brunson. Welcome to the Marketing Secrets podcast. Today we're going to be talking about the seven day launch. So the big question is, how are entrepreneurs like us who didn't cheat and take on venture capital, were spending money from our own pockets. How do we market in a way that lets us get our products and our services and the things that we believe in out to the world and yet still remain profitable? That is the question and this podcast will give you the answers. My name is Russell Brunson and welcome to Marketing Secrets. Hey everyone, this is Russell and welcome you back to the Marketing Secrets podcast. So today I'm going to be talking about this launch right here. And the reason why is my inner circle members keep asking me, hey, Russell, can you please show us what just happened behind the scenes of the seven day launch? They want the stats, the numbers, the details. And so I thought I'm going to kill two birds with one stone because I wanted to talk about this on podcast anyway. And so this is for my inner circle members and for those of you guys who are listening to the podcast, I hope you love it. So I'm not going to go deep into the numbers. I will just tell you that this launch in seven days at over a million dollars in coaching sales, which is exciting. And so it worked. I initially learned about this concept from one of my friends, Brendon Bouchard. If you watch Funnel Hacker tv, the behind the scenes show, you'll see some of the behind the scenes of us kind of going through this. He was in Las Vegas and I flew out there and there's a whole episode on Funnelhacker tv. You can see me flying to Vegas, hanging out with Brandon to kind of get his ideas on how he did this. So I'm not going to go too deep into all his strategies just because I know he is launching a course later on this year and I'm going to buying it. You should all buy it. We should all buy it. It's gonna be amazing. Kind of going deep into details and giving the swipe files and stuff like that. But if you were watching, you probably saw it first off and second off you probably got the swipe files just by getting my emails and stuff. So you've got some feedback. Or if you've been funnel hacking me and watching, you've been having a chance to kind of see it. So basically the way it worked is we did the book launch for the first 30 days, which built a lot of pressure and excitement. We made a Lot of book sales and upsells and everything else. And at the end of it I wanted to do something cool. A couple things I wanted to figure out how to like those who want to go deeper, like how do I offer a coaching program in a way that's not like me being like I didn't want to like feel like I was selling again because it's just, you know, it's like after a while it's like people don't want to keep being sold. Say not like I wanted to sell a coaching program, help people want to go the next level with it, which is exciting. But then second off, like I wanted to give and serve. And so when Brandon kind of told me this idea, like I loved it. So basically seven day launch works is and those who saw it, basically what happened is Monday I started promoting it and then Tuesday I did this long training. So if you're watching the video you can see day one. I basically did an episode from 11 til noonish. I can't remember exactly how it all went. And module one was like you becoming an expert. And what's interesting is the book promo is all about expert secrets, right? But there's stuff like as soon as you write a book, there's this weird finality of like it's written and it's done and you can't edit it or touch it again. And there are things like as we're selling it, I'm like, oh. And during my interviews all these things kept coming up. I'm like, oh, there's stuff I wish I could share and there's pieces like I want to just kind of do. So what's cool is like this gave me the ability to like to not reteach the book because people have the book. But it's like here's a masterclass of like what's next? Like if you read the book and you're like what's the next piece? What is it? And so this one here, I went really deep on like you becoming an expert, finding your voice and it was just training and it was awesome. So we did is we emailed and so on. Expertsecretsmasterclass.com at the time there was the video there, the embedded live video from YouTube people could watch. We promoted that through email but then we also set up Facebook Live. I think it was just those two platforms. And so when we started clicked record I came on basically, hey guys, we're recording a course. It's going to be awesome. I'm going to jump up here, start recording so I'll be back in a minute. And then we click go. And then it was like live. And so I taught this entire thing, training. It was awesome. Then during the breaks, we had testimonial videos, kind of streaming of our coaching program, of the fat event, the Funnel High clown event, things like that, so people could, like, just keep seeing good success stories. Took a break so I could go to the bathroom and reset. I came back, taught number two, which was like creating your irresistible offer. And that was it for day one. And so I think I was up there for three hours. It was awesome. When all of a sudden, I think we had like 20 or 30,000 people that watched it between YouTube and Facebook and just gave tons of goodwill. It was really, it was cool. And a lot of people who may have been stuck on these two pieces, I had a chance to go deeper on that and kind of give them everything, right? So that was day number one. And then this replay is up for 24 hours and then it disappeared. And so people had a chance to watch it for 24 hours and then some did, some didn't. And then it disappeared. Then day two started. And day two, I went into the big domino and went really deep, helping people understand that. And I had a break again. And then when I did that late session, I actually did a webinar. Now it's a little different from Brandon when he did his. Basically at the end of day two is when he pushed people to a video sales letter which sold like a product. But for me, I just did a webinar. Now one of the big things that was kind of interesting is like, when we created this offer, part of this training is really cool and it's desirable. A lot of people aren't going to be able to watch it live. And you pull down each day. So people actually want the content and the training. So at the end of this, I'm not selling this as a course because it'd be a hard sell because people are like, oh, I missed part of it, I should have watched it, blah, blah, all those kind of things. So instead it was like, if you join the coaching program, you get all this course for free. And notice I didn't say the recordings of this product because recordings seems really, really cheap. Getting this course, the Expert Seekers Masterclass, the perceived value is way higher. So it was the course, not if you watch the videos back. I tried to say that. I think a couple times I messed up. Instead of recordings, I was trying to, like get it perfect, right? So that was here and it was cool. Then it happened, and some sales started coming in for the coaching program. Because it was a webinar. They gotta watch me do the webinar. But then I was actually selling the coaching program on the webinar. Now what's happening as soon as it was done. It's funny because it's the first time I've ever done this webinar. We created the night before, it was like perfect webinar hack style. So it was like headline three Secrets. A board with like the things. I pitched two offers, which is usually a wrong thing to do. And it was in this case too. We had a 2,000 or 15,000. It was just complicated when you get to the stack. And so sales did okay. But I was kind of. Honestly, when the camera shut off, I was sitting there kind of depressed. Like, dang. That did not feel like it didn't convert right. I mean, some people bought, but it wasn't right. And I was just like, dang it. I was frustrated that night. I was kind of stressing out about it and. And realizing that. And so then we made some tweaks and some changes. And the cool thing is, day three, I came back and actually broke down the campaign. So I showed them and I went through the webinar again. And what was cool about this second webinar or the second training is because I was like going through what I did and what worked and what didn't work. I knew kind of what hadn't worked the first time. So I had this really cool opportunity to go and weave in different closes, different stacks, different things to close the deal from the day before. And I'm going to talk about why I think this is so key here in a second because I think I figured out something amazing. But after that session, sales started coming in like crazy. Like the second webinar where I broke down what I did here. But then use that. Hopefully you guys watched that. If not, you missed it. But I was weaving in all these closes throughout it. It was kind of a cool thing. But I was just breaking down what we were actually doing. Then we would break and then ended up. I did a virtual book tour, which is just kind of a bonus training about how we got traffic. And then that was it. And so when that one ended, sales were coming in better than the day before. So I was like, hey, I was able to fix some of the things that I had done wrong back here, which was good. But still, there's something wrong with the price. There's something. It still wasn't Quite big. And so I was sitting there, sitting there. I was kind of. I don't know, you guys, like, when you nail it, like, I have all this energy afterwards. When I don't, like, I can just feel like, this lack of energy. And we got in afterwards, I was like, it was good, but I still felt like this, like, lack of energy. And I felt this weirdness around the pricing strategy. And if you look at the pricing was Basically, it was $2,000 to do the online version or 15,000 to do online, plus come to Boise, plus get, fill your funnel, a bunch of other really cool things. And it was just like, it was kind of. There's complexity in it. And so we were talking about, well, maybe we'll open a payment plan. I was like, I hate payment plans and all sorts of stuff. And then I had this idea. I was like, wait a minute. What if? Instead of a payment plan, what if. And so this is a pricing strategy that turned this campaign from, like, at the end of day two, we're probably like, $150,000 in sales to two days later, we had over a million dollars in sales. So what was the difference? It was like, this was the piece that was, like, key with pricing. So we shifted this. If you guys watched it, I came out and said, hey, a lot of people asking for a payment plan. Unfortunately, we don't have a payment plan. But I did decide to turn this coaching program into a $300 a month one. So you can come here, it's $297 a month, or you get lifetime access for $2,000, or you can upgrade to the 15,000 and come to Boise and get all the other stuff as well. And so what's interesting is, like, I know some of the guys on my team are nervous. Like, oh, no, if it goes $200 a month or $300 a month, you know, everyone's gonna take that, it's gonna drop, whatever. What's interesting is that we had people take that. But what it did is come almost like a decoy offer where it made Everybody buy the $2,000 offer. It's crazy. Tons of people bought two. Like, suddenly $2,000 seemed cheap versus $300 a month. And it was cool for two reasons. One is it got people to buy that. Number two, it was cool because it got a whole team on a $300 a month coaching program as well, which is, like, was one of my goals this year is how do I create a $300 a month? And to be honest, Frank Kern has a $300 a month thing. Ryan Stuman's got a $300 a month thing. I was like, I want a $300 a month training program. So it kind of like forced us to do that. But the cool side effect is it created this really cool thing. We're now $300 a month or it's lifetime access for two grand. So you get a huge discount there, which pushed everyone to the two grand we had. Nursell. Our supplement was kind of similar to the way their pricing was. We had one bottle, three bottles or four bottles. And the way the pricing strategy was, you basically had to be a moron to buy one bottle where like if you had any brains at all, you buy the four bottles. Like it was. It was like $80 a bottle or it's like $40 a bottle if you get three. Like it was crazy, right? So like pushed everybody, like the pricing pushed everybody to where we actually wanted them. And by doing this, it did that as well. It helped me do two goals. One is build fill out $300 a month coaching program. Number two is push people to what I actually wanted to do, which is $2,000, which was really, really cool. And now it's been fun people going through there and the training those who are going through. It's super in depth and intense and crazy and amazing and it's getting me excited to watch what people are doing. So that was some of the breakdown basically Last three is urgency and scarcity. And that's what pushed it over the million dollar mark. And that's by the way, million dollars collected. A lot of people use. Should I say this publicly? The company basically went bankrupt. So I can. There's a thing that we inside the industry called Stomper Math and Stomper Math, there's a company called Stompernet that used to do these launches and they're like we did $18 million but it was like not collected. It was like if all the payment plans go through for the next five years, then we would have made 18 million or something crazy like that. I hate that. Like Stompermath, this is like a $10 million launch but in real math that we actually use. Not Common Core, but like real math. We collected a million dollars and so after rebuild stuff it'll be a lot higher. So anyway, I thought was kind of cool. Urgency and scarcity from this point forward. And again the offer was basically the thing I wanted to sell wrapped in with you get the recordings of this. Excuse me, not recordings. Ah, I said curse word. You get the you get this this extra secrets masterclass course for free as well. And so that's kind of it. So those who are in the X or those who are in the touch on coaching program, all the recordings of this are in the members area so you can go back and you can watch them. I highly recommend at least watching these first three. These first three are probably some of the best presentations I feel like I've ever given ever. Really, really proud of them and it'll help you implement the first three. For those who are listening on it's the you and expert creators. This will offer the big domino. There's something about like the training, the way it works. Those trainings just I'm really proud of them. They turn out amazing. Anyway, we probably will be trying to evergreen this funnel in the near future. I'm not sure exactly how to do it yet but in the future if you go to expertsecretsmasterclass.com, it may be there the evergreen version where basically I'm going to opt in and then we have 24 hour countdowns and he's disappeared after 24 hours. I don't know. I haven't figured that piece out yet. But we may or may not try to do that in the future. But yeah, that was kind of the breakdown of how the campaign worked and it was a lot of fun. Tons of reciprocity, tons of just goodwill. A lot of people who weren't able to buy, they still got tons of stuff from that. And what's been interesting in my business as I'm watching this is the more that I give away as people have success with the free stuff. In fact, Dan Henry is one person that said this specifically. A bunch of other people said, I feel like I owe you because I made so much money from all the free stuff. Like Dad, I remember he joined your circle. He's like, I feel like I owe you 25 grand from all you already gave me. So I'm just gonna give it to you so I can be in your circle. But I feel like I owe it to you anyway. That's what I want to do. I want to give people such good stuff they could run with it and have successful. So much so that in the future they're like, man, I need to buy all Russell's stuff because I feel like I owe it to him. So it's kind of a good spot to be. And that's what I'm trying to focus a lot more on. That's kind of how the whole thing worked. It Was really, really fun and enjoyable. And then the big keys, big key takeaways. Number one is just giving and building this huge reciprocity. Streaming, live streaming is huge. Live stream to YouTube and to Facebook. I think all said that it was like a quarter million people had seen parts of this training or might have been more than that. Anyway, it was amazing having an offer, a really good offer with a really good pricing strategy behind it. When Brendan comes out to his course later this year, hopefully he'll probably use this process to launch it. But watch how he structures his offers. I think that's the key of it, what he does. He'll do this whole training. He'll be like, hey, experts academy my thousand dollar course. I'll give you 50% discount so you get $500 plus you get this for free. It's all about creating an irresistible like amazing offer. Right? And it took us a couple tries while this thing was happening. Tweaking our offer before it got right. That's another thing I want you guys to understand is that we're tweaking offers as they're happening in the middle. It's like ah, it's not working. It's not converting. Change it tweak this. And so like if your thing's not converting, like change the offer. Don't like ah, it didn't work. Like if you would have seen the behind the scenes and I think probably filmed some behind the scenes of that for the behind the scenes funnel hacker TV show. But we're shifting and changing and modifying things on the fly because like it's happening in real time. It's kind of crazy. And so anyway, this was a really cool thing to kind of end the launch with add an extra million dollars to the bottom line which was cool. It helped us figure out the right pricing strategy for long term when we do evergreen this how to actually sell the coaching with the right messaging. Like forcing myself to do webinar live helped me figure out what was wrong in my webinar hook. Then having me do a webinar where I have to recap the whole thing gave me another deep ability to fix the things and know what to do when I make this thing an auto webinar to sell it the coaching program in the future. Oh, this is a cool thing. I learned it was awesome. When you do a webinar and maybe this only works in my market, I'm not sure or I could business market but like doing a webinar and then the next day showing them what you did. The second webinar made us more money than the first. So one cool thing I'm going to start doing is I think some of my webinars is when somebody registers like hey, if you watch to the end, what I'm going to do is I will actually send an email with a breakdown. I'm going to show you behind the scenes what I'm going to show you the webinar funnel. What we did. I'm let you funnel hack what I just did. I'll give you the share funnels, the emails. But like you have to watch the webinar to be able to get access to that and it should force people to consume the webinar which will include sales and things like that. So that was a really cool thing doing double webinar. We did those back in the day like eight or nine years ago. We used to double things like that. We do one and then one right after I forgot about them. And it was. I think there's, I think there's a correlation here of doing a double webinar and second webinar is like showing something but like just keeps closing sales but it's a different presentation. So anyway, I'll test with that. I'll let you guys know what we figure out. Figure out your pricing strategy was big and anyway there's so many cool lessons from it. So hopefully you guys watched it and you experienced it. Now you had a kind of chance to see behind the scenes of the numbers and the metrics, the big takeaways and the big aha's that we learned along the way. And anyway it's pretty awesome so hope it helps you guys. Thank you again for listening to the Marketing Secrets podcast. If you are not on itunes, please search on itunes. Leave us some feedback. Listen to it there because on itunes what's cool is it's not just the I think this is episode five or six wherever we're at right now on Marketing Secrets, but on itunes you get access to all of the back episodes. It's like 350 episodes from when I was running the Marketing Secret show as under a different name which is called Marketing youg Car. I highly, highly, highly recommend you guys going back binge listening to all of those because they are good, they are worth it. And a lot of our biggest success stories people had a chance to binge through everything. So watch the video here if you're watching it on YouTube but go to itunes, subscribe and go binge, listen to everything. Catch up with us so you can be hanging out with all these things and all this stuff will make a lot more sense to you. And anyway, that was it for the seven day launch. Hope you guys enjoyed that and we'll talk to you soon. Bye everybody. Would you like to see behind the scenes of what we're actually doing each day to grow our company? If so, then go subscribe to our free behind the scenes reality TV show at www.funnelhacker tv.