Shark Tank’s Daymond John + 2.0 - Marketing Secrets

ClickFunnels 2.0. How are we gonna launch this thing? Two years ago, we started building it. A year ago, we told the world about it. And right now, expectations are high. People are going crazy. Demands insane. People wanting this and that. The most chaotic, stressful, tiring, emotional rollercoaster week of my entire life. How do we do it? How do we execute it? How do we launch it? I'll tell you on today's episode. Yeah, there's a lot. You're listening to Marketing Secrets with your host, Russell Brunson. Okay, today we're talking about your first funnel challenge with which was the relaunch of ClickFunnels 2.0. If you saw any of these ads.

Like this, can I let you in on a little secret? If I did invest, want to know the first thing I would do? I'd build a funnel.

You may have seen the actual funnel. So I'll walk you guys behind the scenes, what it is, how it worked, why we did this way, and some of the results of. When we launched ClickFunnels 2.0, we had been working on ClickFunnels 2.0 for two years. It's like, how do we bring this into the world? Now, the obvious answer is we need to use a funnel, because we know that, right? Uh, but which one? A funnel is like a tool. There's so many of them, right? And we're good at all the tools. Like, I'm really good at webinars, really good at product launch, really good at challenges, really good at book funnels. You know, like, whatever it is, like, we could do them all, but it's like, what's the tool that's gonna be most useful for us to. To launch 2.0? So that was the question. Not only, like, were we trying to launch a Funnel to launch 2.0, it's like, we're still trying to build 2.0. We're eight years into 1.0, and you're still fixing things and tweaking things and stuff. And so 2.0 is, like this massive undertaking, which is, you know, the software's 10x what ClickFunnels 1.0 is, right? Like in 2.0 is like, you scroll down, you find the Funnels tab. It's like, oh, here's funnels. And that's the one thing that it does which is all clickfunnels 1.0. But 2.0 does everything else as websites and shopping carts and stores and blogs, and, like, it does all the different things, right? And so we're Trying to get all these things done as quick as we can to be able to launch, if you've launched anything. And this, this is true, like info products, but even more so, software is like, as you get closer and closer to launch things, like, this isn't gonna be done. This is gonna be done. So you have to make these decisions, like, we're not gonna do this, we're not gonna do this, like, whatever those things might be, right? And so just knowing as we're going through this, there's these two things we're juggling. It's just like we have this product we'll be working on for the next two decades of our life. At some point it needs to go live. At some point we have to launch it. And like, when is that and how do we get it where it's good enough that people can start coming in? And then, you know, it's also the same thing as, like, when you test something yourself a million different times. As soon as you get, you know, 16,932 people to sign up in a week for it, they're going to find a lot more bugs. We couldn't find our own. Right. And how do you handle that? And so there's a lot behind this. And so I want to tell you guys, just kind of lift the curtain and share everything. It all started with realizing the type of funnel we wanted to use for the launch 2.0 was a challenge funnel. We've done a couple little challenges, never one that was like really big scale before. A couple months prior to our launch, Dean Graciosi and Tony Robbins did their big challenge. And so we participated in that. We were one of the top five affiliates. Again, like, I think every year they've ever done it for a lot of reasons. One, you know, you make good money. Number two, you get to go hang out with Tony Robbins. But also I wanted to be able to see at a deep level behind the scenes of what they did and why they did it. So I can understand it because I knew that we were going to use a similar model to launch ClickFunnels 2.0. So the next question, like, what's the hook going to be? This one, this was a painful one for me because it shifted a lot. Initially we're like, what's the big premise of ClickFunnels? Right? The fact that you can bootstrap a company, you don't need VC money and things like that. Right. Like this year, funnel, I can I. We did the Bootstrapped Entrepreneur of the Year award, right like, I bought Bootstrap.com. i'm writing a book called Bootstrap to tell the clickfunnels story. Like, I just knew, like, that was the hook. Like, Bootstrap, that's going to be the hook that we're going to use, right? And as we start talking about, though, we realized that most small entrepreneurs, like new entrepreneurs coming to the world, they don't really relate to bootstrapping the way that traditional people are, right? If you think about bootstrapping, what is a small entrepreneur coming into our world think about? I was like, well, the thing they think about is Shark Tank. That's closer. They think, like, oh, if I get a good idea, I go on Shark Tank pitch and get some money to fund this business. So I was like, hey, bootstrapping. But, like, the Shark Tank angle is the most interesting Now. Most of the sharks actually use click funnels for some of their businesses. And so we have good relationships with a bunch of them. But there's one specifically who is, like, probably one of the biggest proponents of click funnels, and that's Daymond John. It's funny, me and Damon have spoken at different events. In fact, at 10X in Vegas, where we set the world record for the most sales ever. From stage, I spoke. Damon spoke right afterwards, but we didn't see each other, and we spoke somewhere else. Like, we. We crossed paths. We never actually met, and so. But we talked on social a couple times. And so I thought, man, he'd be a really cool person to have. And one of the guys on his team told us, they said, like, when we do Shark Tank deals, if the product we're buying, if it makes sense to do with clickfunnels, we build in clickfunnels launched over there. And so I thought of this really funny hook. I was like, what if the hook was basically that, like, the shark, right? Damon John, who's, you know, he's like, the. The vision of, like, what bootstrapping looks like on small entrepreneurs. Like, I'm gonna come to. To a shark. He's gonna need money. We're gonna launch this company together, right? And what if Damon, you came to David, like, hey, will you. Will you fund my company? You know, like, will you invest in my company? And Damon's like, we got two options. Number one, like, I can invest in your company, but I'm just gonna go open a ClickFunnels account and launch it and take half your company. Or you could just open a ClickFunnels account and launch it yourself, right? And so I Was kind of premise. I messaged him. I'm like, hey, I had this idea for a hook that'd be kind of fun. Interested in doing this or just kind of out of bounds? I was nervous just to ask him anyway, but I asked him and he wrote back. He's like, actually, that's pretty cool. Hit my head. My. My manager and let's figure it out. So I was like, oh, my gosh, he's cool with it. Like, ah, this is so cool. And so that began. And so initially was gonna be called the bootstrap challenge. And we're gonna talk about a bootstrap. Your company, but you bootstrap it. Instead of bootstrapping with Shark, you bootstrap with the funnel. And so we started moving forward towards that. We wrote scripts towards that. We had Damon on calls, and we mapped out what it was gonna do and what the scripts are gonna be and how, you know, and he was bought off on everything. The point where it's like, scripts were locked, everything was good. And then we're supposed to go film. Fly down and film all the videos with him. And then fast forward to my mastermind. So I'm with my category kings, which is one of the groups, my inner circle. We're at Pirates Cove. Some of you guys know Barry Baumgartner. She's the one who runs funnel hacking live, runs our virtual runs our events. She runs events for most people, for Tony Robbins, for everybody. Right? And she was kind of behind the scenes running Tony and Dean's launch. And one thing she said was interesting. As we were talking on day number one of Pirates Cove, she was like, before Tony Dean launched their thing, they tested like 10 different titles through ads. And she said the titles that out converted were the titles that were like an action. So if you look at Tony's, it's like own your future challenge. Like, it's. It's like an action word. Like, you're gonna own your future. Right? If you notice any Deans or Tonys are always based on something like that. And it's the tested a bunch. And that was what worked the best, was something like own your future. I was looking ours. Ours is the bootstrapped. The bootstrap challenge, which is like a. More like a noun, right? It's like, oh, it's just a thing. I was like, we have to. We have to come with a different name. And I couldn't think what it was. And I sat there for three days, parts code, stressing out about this, because I knew, like, if I make this Change. Everyone's gonna kill me, especially Dan, who's sitting right there, cuz he's like, I wrote the scripts, we got everything locked. Like I have a plan. And towards the end of that week I was like, I think for this to work, we have to change it. And my thought was like, it's almost so simple. It's like your first funnel challenge. Own your future challenge. Your first funnel challenge, like is the action something that are working towards, right? Bootstrap you're not working towards is just a thing versus your first funnel and something you're working towards. Oh, I'm gonna get my first funnel done, right? And then what's cool is like then I was like the mifky is your first funnel challenge box. And this was like, there's congruency between the landing page message and hook hook story offer and then the thank you page hook story offer. And so I kind of called audible, but we did it and we made that shift. And then we went back to Damon John, like, hey, we're still doing bootstrap, but kind of bootstrap's like the secondary message. Like your first funnel challenge, like it became like the still the same message, but kind of like we had to like shift it a little bit to make it fit into this new kind of framework that we were doing in the process whole thing. We flew the entire team out. So copywriters, funnel builders, designers, programmers, like everybody. We flew them here to Boise because we had to figure out how to coordinate because understand it's not just a funnel, right? There's the challenge funnel. There's like the emails that go to it is the ads that go to it, right? The copy, the creative, the ads from there. There's a whole bunch of steps that go into building this or any funnel. And it was fun because we had a chance. We have a remote team. We have like around 400 plus employees and contractors around the world work for clickfunnels. And we have an office in Boise, an office in Atlanta, and they're both small offices. And so what's cool about this is everyone had a chance to fly from all around the world, wherever they're, wherever they were at, fly to be in office and Boise. We could sit there and have, you know what Tony Robbins says, proximity is power. We had a chance to be around each other as we were talking and thinking and brainstorming, like, what's the hook? What's the angle? What's the sequencing to be, what the emails need to say, like what do we need to create so we can have these things in place. We made those decisions and it was off the races. We're jumping in a plane. We're flying to LA to go film with Daymond John. I mean, come on. Like, Daymond John, he's way cooler than me or you combined. Like, he is, like, one of the coolest people of all time, right? It's like we ran like one of those big soundsteps, stage warehouses with green screens and white screens and all sorts of stuff with all these scripts and teleprompters and all this stuff. And like, I get there before he got there, it's like I'm seeing things, everything. And we're just waiting for him to show up and waiting or waiting. And also, like, all right, Damon's in building. Like, oh, man. And so the first time I've ever met him in person, so went over there and it was just like, I don't know, I'm always awkward. Especially, like, first time meeting people. What's up, man? How's it going?

What's going on?

Nothing good. Yeah. Good to see you.

What's happening, guys?

Thanks for being part of our project.

Yeah, no, my pleasure.

Excuse me. Anyway, I was, true to form, very awkward, but we met. He's like, so what are we doing today? I'm like, well, you've seen the scripts, right? Like, we're doing that. He's like, oh, yeah, yeah, whatever. And he was just. He was really cool. He was fun to work with. We got out there, got him all dressed up, went out there, and a whole bunch of the first ones are just him to camera, right? So we had lines and scripts, and he's reading him and doing these things. It was just kind of fun watching him and. But in the back of the mind, I was stressing out, sitting back, so I was like, I know that me and him have a whole bunch of ads we're filming together. And some of the ads, I don't know if we'd gotten them completely approved through him. And I was like, what if he doesn't want to say him? You know, he's making fun of himself in these things. And we're like, is he gonna be okay with that? Is he gonna. You know? And so he filmed all the ones he did first. And then it was like, now me and him have to go out there. And the other thing that stresses me out is like, Damon John is like, he's Damon John. He's like the founder of fubu, like, one of the best dressed people in the world. Like, I'M a T shirt and jeans guy who dresses once a year for funnel hacking live. So I'm trying to, like, dress where I'm not the suit and tie, but I'm like, the cool, like, Internet nerd version of that. So got all dressed up, and then it was me and him on. On camera together. Anyway, it was. It was hard, but we did it, and we kept going back and forth, and eventually we got all the lines in all the scripts done, and there was, like, this one that, like, hey, we have another script we wrote. Just want to see if you're okay with it. So it pops on the teleprompter, and Damon's reading. He's like. He's like, oh, seriously, you guys are gonna, like, all right, whatever. Let's do it. And we're like, oh. And, like, anyway, we're so excited, but I was, like, so stressed. Like, he's gonna hate me when this is all over. And. And from that, we got all these amazing ads for the registration page, for the ads for the retargeting ads for, like, all the stuff around this challenge with Damon by himself, with me and Damon together. And then the end of it is basically, we wanted Damon to present at the challenge, but again, with timing and stuff, it was just difficult. So we decided to film his. His session of the challenges and interview while we were there. So he set up some couches, got all the lights perfect, and then I had a chance to actually interview him there at the end of that crazy day. And the whole thing was. It was just one of those things where it's like, your nerves are high, anxiety, stressful. You're moving a million miles a minute. You're having a lot of fun. You're being like somebody you looked up to for your whole life. And, like, just all the things, all the anxiety. By the time it was done, I was just wrecked. And as fast as it all started, it was gone, and he took off, and he was onto the next Daymond John thing. Who knows what he was doing? And that was kind of the end of it. And it was. It was amazing. Then we had to fast forward back, and Dan and his team's editing all the videos as fast as they could because we're, like, a week away from the challenge now, from the launching of it, and then we're coordinating with the speakers and, like, the curriculum. And honestly, like, it was tough because even, like, what I was going to teach kept changing and shifting and changing and shifting, even the week before the launch, like, I think on Wednesday or Thursday before, before the training started, like, I was shifting it again and like moving where the speakers are at. When all said and done, we had it mapped out where it's like it was. It was perfect. After finally hardcore that in hard coding in the speakers, getting it all done, traffic was going, launches were going, we started getting a lot of leads. And so I'm gonna go through just a couple of numbers real quick from the promotion. We had 221,101 people registered for the challenger and the promotional thing, which is amazing. So we had 16,932 people who, who signed up for ClickFunnels 2.0 on the thank you page, which is pretty amazing. And so that's kind of step number one before the event ever happened, right? And then what happens is then everyone gets in there, day number one happens and we do the training. The training went, went awesome. And then we had two guest speakers who spoke afterwards. And at the end of that, we made a pitch for people who weren't VIP. Cause basically saying, hey, if you're a VIP member, first off, you get ClickFunnels trial for 30 days for free. Number two, you get to be on these live zoom calls with speakers. And so we did a pitch right then, right after, after day number one training. And I think from there I can't remember exact numbers. It was like another thousand, two thousand people. So went and signed up for VIP and got ClickFunnels trials at the end of day number one because they wanted to be in the VIP training happening afterwards, which was amazing. The biggest headache we had is having almost 17,000 people join ClickFunnels 2.0 in one day, you know, in a couple days. And then day number one, giving them all homework assignment and all 17,000 people logging into ClickFunnels and doing that homework. And we had all sorts of issues with the software crash and the templates not working and the themes. And like, by giving to everybody, we started finding out what the mistakes were very, very quickly. And so it was tough. And in the Facebook group, it turned into this negative thing. Like I'm logged in and it's crashing, I can't get my. My login and da da. Like it was all encompassing all night long. Like I was in the Facebook group, I think for five or six hours, like responding questions, getting things, sending to the dev team and like going back and forth and back and forth and back and forth. I went to bed that night, like just in tears, like wanting to cancel the entire event. Cancel 2.0. Russell's gonna run away and just be done. And I decided on day number two, like, I needed to reframe this. Cause, like, we're losing the audience, we're losing everybody. So we got 221,000 people, and it's just chaos right now, right? And so day number two, I started by changing people's attitudes, and I did a big reframe that went really, really well. And what's crazy is my two guest speaker day two were Garrett White and Annie Grace. And Annie went first, and she gave an amazing presentation, but she also kind of, like, reshifted people's perception, helping them understand, like, how big this. This mission is and what each person individually is called to do and, like, focusing on that. And it was amazing. Then Garrett came in this. You know, Garrett just yells a lot. And he did a good job, though. I got him to not drop a single F bomb the entire time, which was amazing. There's only one reason they bring me around here. One simple reason. Fire. But today I get to do it with no language, which means I get to use all the fire with no. But he also had people, like, take accountability. Like, yes, software's being worked on. Things are like, we're fixing bugs as fast as possible, but quit trying to figure out ways to, like, to prove this wrong. Like, take ownership. Like, this is your life. This is your future. Like, get in there and, like, just do the thing things. And they're like, you know, if it doesn't work out, it's okay. Like, just keep working on it. It's gonna, like, we're here for you. Right? And by day number two, it shifted. Like, the tone in the Facebook group went positive. Everyone's excited. Everyone's like, it just. It shifted everything in a powerful, fast thing. And from that point forward, the rest of the event was amazing. Day number three, training went great. Day number four, the stack and the clothes, the guest speakers, everything was perfect. Day number five, we did the logical repitch, and then there we had a chance to watch the video interview with Damon John. And that was the first five days of the challenge. And after the five day challenge is done, we decided to do this bonus live event day, which was kind of crazy, where Jenna Kucha was going to speak and Grant Cardone was going to speak and Myron golden and, like, all these, like, huge speakers were flying in for this last day. It was almost like having a mini FHL at the end of this thing. Like, it was like the most chaotic, stressful, tiring, emotional roller coaster week of my entire Life, so much chaos. And so anyway, next day starts, I kick it off, Jenna comes in, and Jenna, I mean, she's amazing. She does her stuff. It was amazing. Grant comes in the backstage and we're outside before he gets on, ask a couple questions, and then he's like, hey, you're interviewing me. And so I jump on stage, we bring him in and start interviewing him. And it was crazy. Like, I've always liked Grant Cardone. I love Grant Cardone. Like, he stepped up and delivered for us in a way that was amazing. His presentation was. It was powerful, it was funny, it was hilarious. That day was amazing. We did a re pitch at the end, sold a whole bunch more people and to it. It was so tiring. That night, I remember laying in bed and I was like, I cannot believe we did this. Now, obviously, the desk has settled a little bit. I looked at the stats yesterday to kind of get an update, and of the 16, 17,000 people who joined Click Funnels 2.0 during that time, obviously there's going to be attrition and cancellations and churn all those kind of things. But even right now, we have over 10,000 people that came in during that segment, during the challenge who are still active ClickFunnels 2.0 members, which is amazing. It's what we did year number one at ClickFunnels the entire year. We were able to do that in a week, which is a cool way to kind of kick off the ClickFunnels 2.0. And we have so many updates over this year. I'm gonna share updates on all the things we're doing because I know a lot of you guys are curious, like, what are all things you're doing to grow your SaaS company? But the big. The big beginning part was this. It was kind of like the launch pad to get it into the world. It's been a lot of stress, a lot of headaches, a lot of work, but it's also like the fruits of now it's done. You know, we were talking about building ClickFunnels 2.0 for two years. We worked on the launch for six months. We did the launch over a six, six, seven day period of time, and now it's a month or two later. It's like, oh, it worked. Like it's out there in the world. Like, our vision, our dream is now being used by. By tens of thousands of people around the world. Just continue to grow every single day. So that's some of the stories behind the your first Funnel Challenge launch. How we got ClickFunnels 2.0 into orbit and I hope you guys enjoyed this episode. You probably noticed the change format in the Marketing Secret show we're doing of me talking about marketing principles and more. Just kind of showing like, here's the practical application of all the stuff we're talking about happening in all the different businesses we own. I hope you're enjoying. If you are, let us know watching on YouTube, let us know in the comments down below. And also make sure that you subscribe and turn on notifications. That way when the next video comes out, you get it in your feed as soon as it comes out. Thank you guys again so much for listening. Hope you enjoyed this episode and we'll see you on the next episode of the Marketing Secret Show.