Two INSANE tactics I used to blow up my business...(they still work)

What's up everybody? This is Russell and welcome to today's episode of Marketing Secrets. That is in the rain here in Kauai. All right, everybody. So I want to welcome you guys to today's episode of Marketing Secrets. It is raining on me right now. Alright, so what I wanted to share with you guys, I've been listening to a whole bunch of cool marketing stuff between like the long drives around the island, all kind of the cool stuff we're doing. And the course I was listening to is TJ Rowletter. Tj if you don't know tj, he's like one of the legends in our business. He is one of the direct mail kings. What's interesting is the course I was listening to is like how to become super rich in the opportunity market. But what's interesting is I was listening to it. If you read the expert secrets book, you know, I talk about there's three core things you got to do to build a mass movement, right? Number one, Number one, you got to have the attractive character, the charismatic leader. Number two, you have to have a future based cause. Number three, you have to have new opportunity. What's interesting as I was listening to this, he's talking about like how to sell opportunities. But like basically if you're doing a mass movement way, we're talking about like it's always a new opportunity. Like the opportunities, the way he kind of positions them are like how to get rich, how to make money. Like here's the opportunity market as he calls it. But in my mind, every market's the opportunity market. If you look at through the lens of the expert seekers book, then it kind of works for all of them, right? Every single opportunity, everything you're selling should be a new opportunity. In the last 10 years, they sent out nine, like 9,500 different direct mail campaigns, which is crazy. He said some people will get on his list and they make it between 2 and 300 letters in the mail per year depending on what sequence they take, what offers they say yes to and no to and all sorts of stuff. What I want to talk about is a couple of the core things that I learned from him that I think are really good for all you guys. In fact, the first one's actually not from tj. It was from Bill Glaser thing I was listening to. So Bill was partners with Dan Kennedy at Glazer Kennedy and he was like my, my marketing dad for man five or six years. I was in his inner circle. This week Bill was talking about how like the very Beginning of the year, they know their big things, right? So they did two events a year. They did info Summit and super Conference. For me, I do hacking lives. Like that's my big thing. And they said they, they categorized all their promotions based on the importance. So number one were there two events. Number two was this. Number three, and then they had it all mapped out. And then they mapped out the entire year, the promotional sch schedule at the beginning of the year to make sure they fill the events. And I was thinking about that. Like, I don't know about you guys, but I'm not super good at mapping out my promotional calendar and schedule and things like that. I kind of just like go week by week, month by month and do stuff. And what Bill does, he maps it out and then they do everything. And so I started thinking about this. As you guys know, if you've been listening to our podcast for any length of time, you know the two magic things that marketers have are urgency and scarcity. So he started doing his is he relaunched different courses throughout the year and they'd open them and close them, right, so they can have the urgency and scarcity closed. That's where most of the sales always come in. I started thinking about that. I'm like, man, right now most of our programs are open all the time, which is good, but the urgency and scarcity is not there. So I was like, I think what I'm going to do is I'm going to start calendaring it out where twice a year our things are available. So twice a year can buy our certification program. Twice a year people can join Funnel University. Twice a year they can get fill your funnel twice. So like all of our core offers are only open to twice during the year and they're closed down other than that, which is kind of fun. It gives have urgency and scarcity and build up the hype and the buzz. And it gives me each month something to focus on. This month is funnel you month. Okay, we're going to open it and then close it. The next month is this. We're going to open it and close it. And all content, all things can be related. Back to that first thing I kind of started rethinking through. I was listening to Bill Glaser talk about how they structured the promotion around their events. That was that's first cool thing. Now with tj, a couple cool things that he does. TJ again, he's in the business opportunity market mostly through direct mail. And so he has 50,000 letters he mails every single week. Week in and week out, just consistently, they know 50,000 letters go out every single week, all for new customer acquisition. That's it. And I think for a lot of us, we get in this thing where we have our front end funnels, our break even funnels, we're moving people in, then we have our monetization funnels. I think a lot of us, we create one really good webinar funnel, let's say, and then that becomes our focus and that's it. And we're driving traffic and that's like the business, right? I start thinking about that like, man, he's milling 50,000 new names every single week. Like what's the, what's the equivalent that for my business I need to make sure that I have something consistently doing that every single week to one front offer. And he talked about one of the big things also is like he's not mailing two different things or three things that 50,000, like they have one offer, the hottest converting one and that's the drive. All their energy, all their money, all, everything. And so for us, I think all of us, we have our hot offer, we need to be spending as much as we can to get people into that thing consistently every single week. Just knowing I spend 50 grand a week or 10 grand a week, or a thousand bucks a week, whatever it is for you into that front end thing. Thinking about this, if you break it down, there's kind of two sides of this, there's or three sides if you, depending how deep you want to get. There's acquisition funnels getting people in, there's ascension funnels sending them up within your membership and there's monetization funnels. But for this argument and for today, I'm just going to talk about the two. So there's acquisition funnels, right? So what is your one acquisition funnel that you can consistently do X with, Right? So for me it might be I need to make sure I sell at least a thousand books a week or I need to spend ten grand a week or whatever that thing is for you, right? And like you just know that and you get, you have to do it consistently. We have to sell a thousand books a week. And we should build a whole team, people. That entire goal is sell thousand books a week or 5,000 books or whatever that number is. And so for me, what I'm looking at is what I want my focus to be is somebody comes in to my world and then if they come in, then we're taking our core courses and we're opening them and Closing them, opening and closing them, opening and closing them throughout the year. So those are our monetization funnels after people come in. That's kind of, it's kind of the game and I'm really excited for it. So that's the game I'm going to be playing and I hope you guys model that. So those are some fun things I learned and thinking about while I've been here, having some fun in Kauai on my 15 year anniversary. So kind of to recap the important things, number one is focusing on consistently bringing new blood into your business. Then number two is in. After they come in, then what's the monetization? So maybe number two is the ascension funnel, which is for me to ignite your funnel. It takes them through our offers in a chronological order of where I want them to see things opening and closing on like an evergreen format and they end that then put them into our monetization team monetization funnels which will then be taking our core six offers and opening and closing them twice a year. And that's going to be the business that gets me really excited. Really, really excited. So that's the game plan, guys. Thanks again for listening. An amazing day. We'll see you guys soon. We're back in Boise next week, back to normal schedule and got some cool stuff. Want to publish and share with you guys. Appreciate you all and we'll see you guys soon.