The Quickest Way to Increase Your Sales! » Russell Brunson

I want to share with you what I think is the easiest secret to get people to give you money now or to register for your web classes or your webinars or your courses or your challenges, whatever it is you're trying to get people to do. One of the number one questions I get over and over again in the comments is people who, like, have built a funnel, they try to drive traffic, and they're like, hey, I had people register for my webinar, but nobody showed up. Or I tried to do a live event and nobody showed up. Or I made an offer to sell them something and nobody actually bought it. Like, what can I do, Russell, to make it better? So I started thinking about it, but I found a couple really cool things I wanted to share with you that I think that you can take and immediately apply to any business to get people to buy more products, to show up to the things you're trying to do, and so on and so forth. In fact, I've been testing this now for the last couple months with some insane results, and I'll show you actual application of it. But before I get there, I want to kind of tell you guys a story. A lot of you guys know Napoleon Hill is my favorite author. He wrote this book called Think and Grow Rich. This book was actually published in 1937. But what a lot of people don't know is that 20 years before he wrote and published this book, Napoleon Hill actually taught an advertising course literally 20 years earlier. In fact, I look at the copyright's 1917. So he ran a course called Truthful Advertising at the George Washington Institute. And this is the only known copy of the actual lesson plans and everything of him teaching advertising, which I think is fascinating because you look at this. He spent 20 years teaching and doing advertising. He was a copywriter. He did all these kind of things. And then when he came out with his product one day, because. Because he knew copywriting, he knew how to create offers, he knew these things. He was able to make think and growers go and sell literally tens of millions of copies during his lifetime, which back then was way harder than nowadays. This is before there's Amazon or bookstores. This is all like, through direct mail and things like that, which still blows my mind. And so I started thinking, like, what did he know 20 years prior? What was he studying? What was he learning? So I've been going through this advertising course. One thing that was my favorite is after he got done teaching advertising, he actually decided to become a publisher. He wanted to publish a magazine and Some of you guys have heard of it, some of you haven't. He actually ended up publishing two magazines, Lifetime. The first one is called Hill's Golden Rule. I have been scouring the Internet and I finally got a complete set of Hill's Golden Rule magazine. And this is it. In fact, I'm going to open it up. This is the case I built for it to not damage it, because these are all so old and amazing. But this was the magazine he wrote. And you look inside, this is the very first inaugural issue, January 1919. And so this was the very first issue. It says, new magazine devoted to the interests of those who work for a living. Which is kind of cool when you read through it. There's like a dozen different authors in here. But I read his autobiography. I found out that he couldn't afford other authors. Every author in here for the first, I think 16 months or 17 months of the magazine were just him. And he just used a different pen name. So it looked like there were a bunch of authors contributing, but they're all on the pulley. And Hill now think about this. He's launching a magazine, and he's trying to get this thing out to the world. And so the first thing he's asking himself, I'm sure as a marketer, as an advertiser, like, how do I advertise this? How do I get people to subscribe to my magazine? And he created something that was so brilliant. This is the first thing I want to share with you guys. In these first issues he talked about. He said, every single month, I'm going to write an article in here called Applied psychology teaching you guys this philosophy of applied psychology. So each month he started writing one article about it. And it went through 12 lessons that he was going to do over the year. When he got six months into the magazine, he's like, this is really good. People are loving this article on applied psychology. He went out, he said, hey, what I'm going to do right now, if anybody subscribes to Hill's Golden Rule magazine, I'm going to give you guys a book. The only way to get this book is to subscribe the magazine give you this book for free, or you can buy it for $50. Now, $50 back in 1919 was equivalent of like, think, like $850 today. So he created a premium, sold it for $850. You could buy this book, or you can get it for free when you subscribe to Hill's Golden Rule magazine. How cool is that? And so he Made booklet number one, which was the first six lessons from the magazine. In the next six months, he put together the next six articles, made a second booklet. I read about this booklet inside of all these magazines. I saw the ads. He started putting ads in here, like, hey, if you subscribe for a year, I'll give you these two books for free. But I couldn't find those books anywhere. They were nowhere to be found online. I tried to talk to the Napoleon Hill Foundation. They had heard of them, but they didn't have them either. And so I've been scouring forever trying to find them. And again, these are the two premiums he used to get people to subscribe to Hill's Golden Rule magazine and want to hear something kind of cool? I, about a year ago, located the first booklet, and I thought that was the only one. I assumed he had never actually finished the second one. But about a week ago, I found the second one on ebay, and I got a huge bidding war against somebody and spent way more money than I probably should have. But I have acquired the two premiums that he used to get people on Hill's Golden Rule magazine. And they're actually in my safe. Do you just want to see them? So in here is the safe room where I put, you know, the most expensive, the best, the stuff that's the most rare and hard to find. So this place catches on fire, it won't damage the book. So maybe we get in real quick. All right, so here are the two. You excited to see these. Okay, so for. Here is the first one. It's called. It will place you wherever your wish to be amongst men. It's Lessons in Applied Psychology. And this book is old, and it's falling apart. This was the first premium. And basically, there it is. Practical Lessons in Applied Psychology by Napoleon Hill. And it's a series of six lessons reprinted from the January to July issues of Hill's Golden Rule, furnished to paid in advanced subscribers. They may have the entire series, which runs through the year. The booklet is not for sale. Can be secured only through your subscription of Hill's Golden Rule. Okay, this course lesson was originally designed to sell for $50, which is crazy. These are all of the different articles here from the first six months. Again, for last year, I've been sitting on this, just realizing I discovered it. I found it so, so cool. But then on ebay, it popped up one day just randomly. And I don't think the person who owned it knew what it was, but me and somebody else definitely did. And we got this huge bidding war. And I. I won. So check this out. This is booklet number two. It'll place you wherever you wish to be amongst men. The great magic ladder to success. When you open this one, boom. It starts with the ladder to Success right here. And then lesson seven, the great magic ladder success. It goes through the rest of them. How cool is that? So there you go. These are the two premiums that a point he'll use get people to subscribe to his newsletter. So this is part of the key premiums. I want you to understand why these are so important. And we'll explain the rest of it when we get back there into the Napoleon Hill room. How cool is that? If any of you guys are subscribers to Secrets of Success, we are republishing those two booklets and you can get it for free over@secretsofsuccess.com roundpegs I'll put the link down in the description. But if you want to actually read, for the first time ever, they are actually in reprinted book that we got the rights to reprint. You had access to it@secretsofsuccess.com Roundpegs Anyway, that's on a point Hill. That's what he used to get people to subscribe to his magazine. Again. They would call it a premium back in the day. How do you attach a premium to something? And nowadays we usually call stuff like this bonus. Like how do you attach a bonus to get somebody to want to buy something, right? But the key that most people understand, they create offers, they make bonuses, they put together some random stuff and throw things together. Key with the bonus. There's a lot of different things you can think about, but you have to create a premium or bonus so good that it's better than the thing that you're selling already. In fact, one of my favorite stories about this, if you ever remember watching infomercials or commercials in the. In the 80s, Sports Illustrated was a struggling magazine and they were trying to get off the ground trying to get people to subscribe. It got to the point where they were almost in bankruptcy. And then somebody on the marketing team was a genius. Maybe they read in Point Hill's old advertising course or something. But like, we need to attach a premium. They mean to attach something to this subscription that'd be more exciting than the actual subscription. So they created an offer. And some of you guys may have seen it before. One of my friends, Todd Hein, actually sent me this after I told the story the first time. This was the football phone that they sold back in the day. So check this out. If you remember the ad, it's a phone call. It looks like a football, but works like a regular phone. On off ringer, mute button and automatic redial. Hello, Colleen. This is fantastic. I'm at the stadium right now. I have a football phone. Cute. You see that? This is the football phone. So to get people to subscribe to Sports Illustrated, it wasn't like, hey, buy our subscription. Buy our subscription, right? It was like, here's a premium that's so good, you want it anyway. But the only way to get the premium is to subscribe to the actual newsletter. Same thing. Sports Illustrated. The only way to get the football phone. Can you imagine you remember talking to this? Hello, we should make a football iPhone. Anyway, the only way to get this amazing phone was to subscribe to Sports Illustrated. So that's the power of a premium. Now I want to share for all you guys just to think through this. In your business right now, obviously we talk about bonuses and things like that, but this is if you position your head as a premium, it's different than a bonus, right? For example, one of the things we've been doing recently is when somebody registers for our web classes, we do a webinar. A challenge. One of the hardest things to do is to get people to actually show up. How many has run webinars or web classes? You may go and spend a bunch of money on ads to get people to register. Let's say you register a thousand people to come to any webinars, then you only get like 15, 20% show up. So of the thousand people, you may have spent three or four dollars a lead on Facebook, right? Spend three or four thousand dollars, but only 150 people actually show up. Maybe get 100 people to register, only 15 show up. Like it's hard to make the math and the metrics work, right? So how do you get more people to show up? One of my inner circle members, Tim Shields, I saw him doing this on his webinar. So Tim's in the photography market and if you're on his email list, you notice every single week he promotes a web class he's going to be teaching. He doesn't just promote the web class, he attaches a premium. When you watch to the end, you're going to get my brand new collection of Sunrise cheat cards. And I saw him doing this over and over and over again. I know that he had won our two Common Club X award. I know his business is doing really, really well. So I'm going to Try to attach a premium to my webinars as well. And so we did two versions of a webinar at sales funnels.com and it had two different premiums. One of them was a swipe file book people get for free when they registered and showed up for the web class. How many of you guys want this swipe file? Oh, it's amazing. The second one was a booklet called Funnel Audibles that they got for free when they registered and actually showed up. This is a gift you are going to love. What's crazy about this is number one thing he did is it got way more people to actually register for the web class. Went from getting, you know, in a campaign, maybe we would have got three or four thousand people to register. We got closer to eight and nine thousand people to register just because the premium was so good. Just like Napoleon Hill. You wanted that thing so bad that like they would go and subscribe to newsletter. If you want the football phone so bad you would go and subscribe to newsletter because the premium was even better than the thing. Right? For me, it's like I'm trying to get someone to register for a 90 minute session with me, right? Right now they're coming because the content they have to judge is this content worth 90 minutes? I don't know if it is or not. And so to reward them, I attach a premium. It's so powerful, it's so good. They're going to want to register because even if they get no value from the 90 minutes with me, they still get that premium at the end, right? And then at the very beginning of the webinar, I told people, like I said, at the end of the web class, I'm going to be giving you a link to this. I'm going to verbally give you the link at the end of the presentation. And so that means you have to stay on for the entire thing. And I'll be giving it to you verbally, which means you have to actually be on the web class. You have to stay on. You don't know when it's going to happen, but it's going to be coming. So you have to make sure you stay on them to verbally give it to you. So people got on there and then they sat there listening. They didn't just sign up for that. He's going to email me the premium. They knew the only way to get it is to be live. And I was going to tell them the link to download the premium. I mentioned the very beginning of the web class when we first got started, 10 minutes in, I mentioned again, and they went through the entire training. And then before I made my special offer, I reminded them that when I'm done with the telling you about the offer, I'm going to give you guys access to this premium. Then went through, did the stack and the close, signed people up on my course, and then offered the premium at the end. And when all said and done, the numbers is by attaching a premium to this online webinar that we did, we got way more people to register at lower cost, way more people to show up, way more people to stick to the end, stick through the close, and then there's better reciprocity because at the end of it, whether they bought or they didn't, they left us something valuable to end the event. And so that's just one way to attach a premium to a webinar. You can go to webinar with a challenge, with a live event. However you're doing it, it's a great, powerful way to get people to show up. Now, the second way you can use a premium is the same way that Napoleon Hill was using it, the same way Sports Illustrator using, which is actually tying the premium to getting them to buy something from you. For example, as I mentioned earlier, I do have a membership site called Secrets of success. It's a $97 a month membership site where I go and I show people. I give access to people of these old books and manuscripts and audio recordings and things like that. We have book clubs and Mastermind. It's a really cool program. But to get people in there, I don't say, hey, sign up for $97 a month. Instead, I create a really cool premium. And what was my premium? I told you, part of it right now. Number one, I give people a free copy of the book Think and Grow Rich. Number two, I give them a copy of the premium from Hill's Golden Rule magazine, the Lessons on Applied Psychology. I put that into a book. They get a physical copy of that as well. And number three, I give them another unpublished book from Napoleon Hill called the Secrets of Master Salesmanship. I put all three of those things together into a box, I ship it out for free, which when they subscribe to the membership site, that premium has added thousands and thousands and thousands of people to our continuity program. So the key is, how do you create a premium that's so good? They'll get people to actually show up to your live trainings. That will actually get people to register for your Facebook groups. Right? That'll get people to actually sign up for your membership sites or your courses or whatever thing might be. Stop thinking about, like, what are the bonuses they can throw in to get people, you know, to make the offer better? Instead, start thinking, what's the premium? It's so good, it's more valuable than the actual thing I'm selling. So when they see that and you drop, like, here's where you're going to get their minds blown. Like, I have to have to give you money. I have to be part of this, Right? And so start thinking about the premiums you can create. So the highest way to increase your sales, get more people to show up and to change your business forever. So if you can learn one thing from a point heel today, that is to create premiums inside of your business. And for all of your offers.