Podcasts about funnel u

  For 6 months I've developed a friendship with Noah, and had deep "funnel-doctrine" conversations with him, only find out (3 weeks ago) that he's 12 years old! Very impressive individual...      Hey, what's going on everyone? This is Steve Larsen and you're listening to a very special episode of Sales Funnel Radio... I've spent the last four years learning from the most brilliant marketers today. And now I've left my 9:00 to 5:00 to take the plunge and build my million dollar business. The real question is how will I do it without VC funding or debt completely from scratch? This podcast is here to give you the answer. Join me and follow along as I learn, apply, and share marketing strategies to grow my online business using only today's best internet sales funnels. My name is Steve Larsen and welcome to Sales Funnel Radio... Hey what's up, guys? I am very, very excited for today. This is ... You guys got a treat ready for you today. This is going to be a lot of fun. There's been a lot of times when I've been holding my little ones or I'm the oldest of six kids, actually, and it's pretty fascinating to see the wisdom that comes from anywhere around us... Wisdom has no age limits. Wisdom has no bounds. And I do a lot of live funnel builds and I don't know if you guys have had the chance to join me on that and actually build a sales funnel live with me. Well, there was this one occasion ... and this will help set the stage for this very special individual who's coming on with me in just a moment. But I was building this sales funnel one time and then there was one guy on there who was just really interactive with me. And was pretty much over typing, finishing my sentences.   I remember one instance went and looked up the URL of the funnel that I was building live in front of everybody ... went to that and logged in and actually opted in to that funnel as I was building it live in front of everybody. It was hilarious. It made me laugh really, really hard. I had no idea that it was a 12 year old. And until literally we met at Funnel Hacking Live. And it astounded me. When I was 12 years old, I think I was eating gummy bears and playing Halo. That's it. So it's amazing to me to see the actual wisdom, the incredible ... so advanced compared to what I was doing when I was 12 years old. So anyways, I have incredible respect for this individual. Very, very ... And we've honestly become great friends the past little bit here and it's been really fun to see his journey. But I want to, guys, welcome to the show Noah Lenz. Noah, how are you doing buddy?   Noah Lenz: I'm doing great. Awesome to be here today on Sales Funnel Radio. Steve Larsen: It's good to have you. It's very good to have you. That time when you were dancing circles around me while I was building these funnels live. I was like man, who is this guy? This is awesome. I was like whoa. That's incredible. Noah Lenz: Yeah, I listen to the show all the time. I'm at school and it's like new Sales Funnel Radio episode. I'm going to listen to this at lunch. Okay, good, good, good. I don't need to wait until I get home. And it's so awesome to actually be on the show right now. I always listen to it but to be on the show, it's just amazing. Steve Larsen: You're an inspiration. And I know that every person is going to be ... will kill me if I don't ask the question, how on earth did you get started doing this? This is not a normal thing for a 12 year old to do? It's amazing. Noah Lenz: That is literally the most common question I get asked. Steve Larsen: I'm sure. Noah Lenz: In terms of the whole entrepreneurship game, I'm not really sure what drew me to it entirely. But when I was about eight-ish, I really got into the business of making websites using WordPress and all that. ...And I eventually, my dad's like you need to start making some money off this, start doing it for some other people. My first one was actually for a political candidate in the local area. And I made a website for him and all that. And then, about a year ago I saw video from who is now my good friend and mentor, and I actually build funnels for him, Caleb Maddix. And everybody needs to read the book Dot Com Secrets. And like okay, I'll go do it. And it turns out we already had the book on our bookshelf so that night I literally ... I could not put the thing down... It's like oh my gosh. You can have a one click upsell. You don't even need to type in their credit card. Oh my gosh. And I just got so, so into it. And eventually, I'm like how can I do this? Hmm. And I had ideas going in my mind about what different funnels I could build. But I was never crazy about it for a while. And then, eventually I remembered that a while back I had done a website for this political candidate. And I'm like I really liked doing websites for political candidates. It's things that were kind of easy to deal with. It's the same type thing. I need to get serious about this... So I was thinking how could I do this? I could send out stuff in the mail. I could maybe hire somebody to code comp. And then, I remembered Dot Com Secrets. And I'm like, whoa, I can make a funnel for this. So that's how I basically got started with the funnel game and ever since I've just been obsessed with it. Steve Larsen: That's incredible. That's incredible. So you go through and you read Dot Com Secrets. That is so interesting to me that you did that. As you've been going through and building this stuff and putting all these things together, first of all, you said something that I thought was really, really interesting. You said that your dad eventually said hey, it's time to go try and make money with this. ...That's very wise for a parent to do that. What was your reaction when he said that? Noah Lenz: Well, it wasn't like full intensity but just one day I remember this vividly. My brother and my mom were at some sort of play or something. And I was at my dad's office. And he was like so you make these websites for other people. ...Are you doing it for fun? How about you think maybe you could get something going here. And I'm like oh wow. And I just was like you know, rather than sitting around all day and playing video games, I just got it going. Steve Larsen: That's awesome. That's awesome. And did he ... Was he able to help you on certain things? You seem like you're just full steam ahead on your own and don't really need ... No one's pushing you along to do this. Noah Lenz: Well, he gave me the resources. Steve Larsen: Sure. Noah Lenz: We always joke around about he taught me how to use cPanel wrong or something. But he gave me the resources. He gave me all the resources that I needed. And then, he taught me a little about what to do here, here, and there. But after he gave me the resources, honestly I just watched YouTube videos, read books, listened to podcasts. I just mostly learned it on my own but if it weren't for him introducing me to the resources, I wouldn't be where I am to. Steve Larsen: What's your favorite part of the entire funnel building process itself? What do you like to actually do with it? Noah Lenz: Oh, in terms of my favorite type of funnel. Steve Larsen: Yeah, type of funnel or is it the building or do you like writing the copy, the sales message? Noah Lenz: Honestly, it's the offer creation. The page building's cool. But I like the offer creation figuring out okay, we have this, what else can I give? What else can I give? What else can I give? ...To make it as awesome as possible but really all around I like just doing webinar slides. I love doing webinars. And then, I also it turns out I'm really good at high ticket funnels so I need to do some more of those. But I like the high ticket funnels but then I also like webinars and offer creation. Steve Larsen: That's amazing. So high ticket funnels and webinars. And I saw recently, you've been really active on Instagram. You've been publishing like crazy... You're probably one of my best students ever from the podcast. You're actually doing all of it which is awesome. Now when you're doing webinars, you just barely did one. What is it that you're selling now? What are you doing now? Noah Lenz: Okay, so right now I need to get more focused and one of Russell's ... Actually, the very first one he did at Funnel Hacking Live has helped a lot with that. But on the most recent webinar I did, I think I mentioned Caleb Maddix earlier, but he used to have a program called Summa Success. And he also did it with somebody called Emily Shay. And it went great. I think you actually built the funnel for that originally, the webinar, didn't you, Steve? Steve Larsen: I think so. It might not be the same one but definitely did a while ago. Noah Lenz: Yeah, on like Funnel Hacker TV or something. Steve Larsen: It was a long time ago. I don't remember honestly. Noah Lenz: Yeah, no problem. But you built so many funnels that it's just crazy. So he had all this content for Maddix book clubs, Summa Success, YouTube channel. And he was spending crazy amounts of time on it when it was really just a trip wire kind of like Funnel-U or just like a middle offer. ...And he was spending a ton of time on it. And he also had a publishing company at the time which he was spending just as much time on. And the publishing company was just far exceeding his expectations. And there were a whole bunch of problems going on with Summa. So he had to shut it down. But it was driving me nuts because I was like he has all this good content but we're just not doing anything with it. So I talked him in kind of like what you did with Secrets Mastery class to taking all his content and putting it together in chronological order and getting that all like first, in order to do this, you need to do this and this. So I got it all together in one huge membership site. Got it all mapped out on a spreadsheet, plugged it in and all that. And there's hundreds of lessons in there. But the goal is to help kids become successful and all that. And so, that's what the webinar is for right now. Steve Larsen: That's incredible. So you built ... Oh my gosh, I'm just blown away right now. You're probably the smartest kid I've ever met in my entire life, Noah. That is so, so incredible. Oh my gosh... So you went through ... You put his content in an order that's more easy to consume and actually apply and do stuff with. And then, you built a webinar to sell it. Noah Lenz: Mm-hmm (affirmative). Steve Larsen: Congratulations man. It takes the rest of us adults a while just to do that alone. That's really, really ... You should be very proud. I hope that you are, man. That's incredible. Noah Lenz: And the goal with that was we actually code named it Project Passive Income. So the goal of this, we just wanted to take all the content that he already had and then basically just put me in charge or actually selling it. So that's what we've been doing. Steve Larsen: Now what kind of roadblocks have you hit along the way as you've been doing this? Noah Lenz: I've hit a lot of them. Not huge things but one of them is at first, to be honest, I was very hesitant to actually want to use ClickFunnels. Steve Larsen: Sure. Noah Lenz: I was like that's $97 a month. Blah, blah, blah. False, belief, false belief. So I'm like ugh. But eventually, it's like you know what, I need to get this out there but I don't want to use ClickFunnels. I don't want to use WordPress. I know, I'm going to use Leadpages which I now call Loki Pages. So I sign up for Leadpages, $25 a month, four times cheaper. So I signed up Leadpages and I get in there and it was not good. I get in there to Loki Pages and I'm starting building out my thing. And I say, perfect. Now it's time to go do the checkout page. Perfect. Great. So I go in there to the checkout page and it says checkout page is not available unless you upgrade to the whatever a month plan. And it was more than ClickFunnels. And I'm like ah! But I don't want ClickFunnels. SamCart, what about SamCart? So I go run over to SamCart. $25, perfect. As much as Leadpages. Go over there. What do you mean my landing page can only have 100 characters? Come on now. Well, 100 character landing pages sell better. Okay, sure thing. I just got so tired of it and I ran over to ClickFunnels and it was the best decision of my life. And I wish I would have just saved myself that time and all that and just originally went with ClickFunnels. So that was the main one. Steve Larsen: That's incredible. Noah, that's amazing. What other kind of things do you run into? You like the offer creation piece. The actual building of it obviously I'm sure. What are you doing to get traffic to your stuff right now? Noah Lenz: Traffic. That's been a major roadblock for me in terms of initial question. But I have been studying traffic like crazy lately. So I am doing a lot of Facebook ads. And what I found out is I'm not very good with the actual conversion type, traffic type. We need a 2.5 frequency with a $17 ad cap or whatever. I don't understand all that. But I'm fairly good with the copy and just the actual ad type. So right now I'm figuring out how we can take Facebook ads to the next level and all of that. But I've just been running my own but I'm looking to hire an ads manager where I deal with the creative piece. They deal with all that. And then, I've also been for Summa Success, I've been working on Dream 100 strategy for other big players in this spot, in this space. And that's what I've been doing a lot of. Getting cool gift packages together. And then, also you can never underestimate the power of events. You can get a ton of traffic into your funnels just from going to events. So that's what I've been doing a lot of too. And I've also ... I used to do a lot more Google Ads. I'm not a huge fan of Google Ads but that's mainly where I've been getting my traffic. Steve Larsen: That's awesome. I'm going ads. Facebook, I'm not honestly ... I don't want to learn how to do that stuff. I can write the copy, the hook part, all that stuff. I love that part. Noah Lenz: Same here. Steve Larsen: But the mechanics of it, it's like oh. I'd rather do Dream 100 stuff, things like that. Noah Lenz: Exactly. Steve Larsen: Now what are you doing for traffic as far as going to events? That was kind of interesting. Noah Lenz: So whenever I went to Funnel Hacking Live, I had this funnel built out. And it was a funnel and it was basically like a home page funnel if you guys have ever heard of that. But it was only for Epic Shell attendees. And so I had something on there and it's like, do you want this exact funnel for yourself? You can get it for only $47 or whatever. And so, it was also just a great list grower. And a lot of it too is just networking and then you can get connections there and then later on, you can go back to those people you know keep providing value, helping them with everything. And then later on, you can say hey, I have this real special offer I think would be great for you. And then, also I went to one of Caleb's entrepreneurial retreats a while back and there's a couple people there that are on a waiting list right now wanting me to build their funnels around. So that's what a lot of it has been. Steve Larsen: That's awesome. Thanks for sharing that. You know I wanted to ... I mean, it's no doubt that you're going to be successful in this. I'm sure you already are which is awesome. As far as looking back to again what got you where you are, what are the books or the courses of the educational things that really helped you get where you are? You know what I mean? If you were to sit down, this is something I'm thinking of right now. Wow, I wish ... My little girl is four years old and I hope so much that in four more years I can get her going on these kinds of things too. You know what I mean? What kinds of things do you think I should indoctrinate her with, I mean, teach her, that would help? You know what I mean? As a parent, what are the things you look back and like thanks dad, that helped me a lot. Noah Lenz: Really, it would really rather than waiting, just actually doing something and just going forward with it. And then, Expert Secrets, obviously. I've read that book I don't know how many times now. Dot Com Secrets. And then, also the Funnel-U Gift Package. That's an amazing, just an awesome package that has a lot of stuff. And then, of course, we also have the Funnel Hacks membership. And just that alone has so much content in there that you can easily be successful with it. Steve Larsen: That's awesome. That's awesome. And where do you go to keep learning the information as well without getting overwhelmed? How do you choose what to learn and what not to learn? Noah Lenz: Okay, so more or less, I listen basically ... I listen to you, Dave Woodward, and Uncle Russell, as I like to call him. Steve Larsen: Uncle Russell, nice. Noah Lenz: Caleb calls him Uncle Russell all the time. And somebody the other day was like no wonder you're so successful, your uncle is Russell Brunson. Anyways, so I basically I study a few other players in the business game but I mainly just study you three. And I just study everything you have out there. Russell, some days I constantly reload my Instagram like every five minutes just to see if he's posted a new story. I have a zap set up so that whenever he posts a new YouTube video I get a text. So I like crazy study his stuff. And Funnel-U obviously, whenever the new edition comes in the mail I rip the package open, read it right away. And then, I'm also just always go back and study his old stuff. I got the little marketing in your car MP3 drive and I'm listening to all 257 episodes like crazy. Just going through trying to take away little nuggets. Rather than getting overwhelmed with a whole bunch of gurus, I just study deeply with a couple of them. Steve Larsen: I think that's really key. I think that's really smart. And I'm noticing more and more, just drinking really deeply from the two or three you love and broadly from the rest. I absolutely love that. What do you think is driving you to do this? You know what I mean? Noah Lenz: I think it's more or less the impact because especially with Summa Success, that's what helped me. And I know that if other kids can get that, it's just amazing. But just also at the end of the day, I just love marketing too. Marketing is my favorite thing on planet earth other than my family and God and all that. But marketing, I love it. Steve Larsen: That's so cool. Noah Lenz: I'm so obsessed with it. So that's a lot of it. Steve Larsen: That's so cool. I will never bash public education or anything like that but more and more and more, it's no longer enough to actually make a real difference in the long run for how to actually make money. So I think it's really amazing that you've dove into it this early. And honestly, with Summa Success and you basically are bringing in your own students. Other kids, students that you're teaching. You're helping them be successful as well. That's awesome. I'm sure that's fast tracking what you're doing as well. Now what advice would you give for somebody who just, I don't know, they just feel kind of stuck. They see what could happen but they're like oh, I don't even know where to start on this. Noah Lenz: Well, what I would do is I wouldn't try and be perfect at first. I would just get your ClickFunnels account. Don't try Leadpages. Don't try SamCart. Get your ClickFunnels account and go sign up and literally make a webinar funnel. Or just read Expert Secrets, Read Dot Com Secrets, and Brenda and Calen, what they did was they would watch a video for like 30 seconds. Stop it. Go do it. And you should do the same thing. Read Expert Secrets. Do a webinar. Okay, let me ... I'll sign up for Funnel Scripts here. Enter my stuff in. Oh perfect, got a webinar. Let's run some traffic to it. Boom. So I think other than just being obsessed with it, of course, I'm a huge Russell fan. I study him like crazy. But don't wait six months to study and then execute. Just execute and then keep studying along the way. Steve Larsen: That's incredible. That's incredible. Well hey, what's coming up for you next? What's the next thing that you want to go do? Noah Lenz: A few months actually ago, my teacher has this thing called self-paced math, my math teacher. And I'm like that's cool, whatever. And I really liked it actually. I liked it better than the normal math. But she was using this Google site and all that and so I was like this needs to be a ClickFunnels membership site. So I went in and I spent like a week building it out in ClickFunnels and then, I came in and I showed it to her. And I showed her that and it's funny because she was like ... There was another teacher there and she was saying wow, that's awesome. And then, she somehow, I don't know. I messed up. Got caught off guard. She asked me about my ClickFunnels stuff and whatnot so I must have said something about that, I don't know. But anyways, so then she's like ... What's funny though is there was this science teacher there also in the room and he's like awesome soft skills. And then, we had a science presentation and he didn't want me to use the perfect webinar. Steve Larsen: Are you serious? Noah Lenz: Well, that's how I convinced her to use this math program. Steve Larsen: You're putting your school presentations into perfect webinar format? Noah Lenz: More or less. Steve Larsen: That's awesome. Do you trial close all the way to get an A? Noah Lenz: Exactly what I was going to say. Does that make sense? Steve Larsen: Does that make sense? It does, yeah. Oh man. Noah Lenz: I'm glad you think that. Do you do that in your webinar? Steve Larsen: Noah, that's incredible. So somehow your teachers are finding out about what you're doing behind the scenes. Noah Lenz: Yeah, exactly. But what I'm excited about is that ... he's like I need to do this. And I'm like you know what? You can do this as long as we can partner on selling this to other schools and then I'll just give you a certain percent of the sales. And she's like okay. Sounds good. So what I'm excited about is this summer, she's going to be refilming all the videos and all that, making it even better. And then we're going to do it kind of like Summa Success where we make it entertaining for the kids and throw in funny memes and stuff. But anyways, so we're going to do that this summer and then, I think we're going to do a webinar to sell it. So that's what I'm excited about too just getting that out there and making math more interesting, at least it was for me. Steve Larsen: That's fascinating. So you're literally partnering with teachers and showing them. That's incredible. You know that, Noah. I mean, that's amazing. I've just got to stop and acknowledge that real quick. Noah Lenz: Thank you. Steve Larsen: That's amazing. I mean, I was doing that in college. I had never thought of doing it ... I was that kid that was trying to not get in trouble in high school for selling just random knick knacks. Noah Lenz: Oh yeah, like the pen. Steve Larsen: Yeah. That's right. I forget you know all my stuff as well. Yeah, yeah. That is so cool to me that you're doing that. Just congrats to you for moving forward on those things. What is it that you ... How should I ask this? What is it that you, I guess, as far as this impact. You're developing this talent. You're developing this skill. You're developing the ability to sell face to face, sell ideas. So right now you're going to go off and partner with the teachers and stuff. What about 10 years from now? You know what I mean? It's that question that I always got tired of all the adults asking me. What do you want to be when you grow up? But I'm going to go ahead and ask you. What do you want to be when you grow up? Noah Lenz: Really, at the end of the day, I just want to be doing this same thing that I'm doing right now. I mean, I'm working on writing my first book right now. So I'm hoping that I can have multiple ... I just want to keep marketing, just helping as many people as possible. Maybe having some kind of funnel building agency or other business owners. But really, more than anything just keep marketing, keep doing what I'm more or less doing now, just trying to help as many people as possible. Steve Larsen: Now I just want to ask one final question here because it seems to be something that you've mastered which is just fantastic. When you have something that is... Okay, let's say that you're like oh man, I don't know what a funnel is? Or I don't know what this is? I don't know what that is? When you encounter something that is new that you need to learn, what is your process for learning something quickly so that you can actually use it? Because you seem to be very good at that? Noah Lenz: Really, I don't know. I've just gotten so used to it. I guess I go to youtube.com and I search into the search box how to do it. It's not that simple but more or less, actually it is... Steve Larsen: Yeah, isn't that interesting. Noah Lenz: But I will look it up and sometimes I might get a book on it. I might subscribe to a podcast and listen to a few episodes on it. And then, if it's something that I'm really interested in, I'll immerse myself in it. But if it's just more or less a simple skill, I'll learn it quickly and then implement on it. What's funny is the other day, I had a webinar and I realized that there was no chat box because we weren't doing it for GoToWebinar or anything. We were just doing it through YouTube Live with an iFrame on the ClickFunnel page. Steve Larsen: Sure. Noah Lenz: So I realized that there was no chat box and it was like 20 minutes before the webinar. And what's funny is in school they probably would have spent two hours saying you know, here's how to configure the chat box and make it look all pretty. Make sure the welcome message says welcome to this webinar. Make the title is blah, blah, blah. But really, I just wanted to get it going because the webinar was so soon. So I more or less just googled chat box or something. Or I think I might have logged into a membership site or something wherever there was a chat box resource. And I real quick just signed up for it and did it. So I think more than anything it's just taking action and then, the one thing you should immerse yourself in, if it's anything, is offer creation and then just file building. All the other things that supplement that. Those I like to spend time on but not as much as that. So when I need to learn those more than anything, I just hop on over to YouTube or Google and look up how to do it... Steve Larsen: That's incredible. Noah, thank you so much for taking the time to do this and teach the rest of us and share your journey. I mean, it's really, really fascinating to see everything that you're doing here. And the speed, I think that's something that's really just blown me away. Very, very fascinating. Where can people learn more about you and connect with you? Noah Lenz: So right before this call, I made a real cool link that you guys can actually go to and get this special marketing guide that I normally sell for anywhere from $7-$97. And it just has some checklists and things like that that you need to make sure you have in place before you launch your funnel. Because I remember when I was learning my very first funnel and then I realized that half the things were wrong, out of order, didn't have everything that you needed on the checklist. And I don't want you guys to have to go through that. So I decided that since you guys are listening to this really awesome podcast, I will give you guys this entirely free. All you need to do is go to noahlenz ... That's noahlenz.com/steve. And you will be able to get this marketing guide 100% free. No trip wire, no nothing. 100% free. Just because I want to give value to everybody here on the podcast. Steve Larsen: That's very nice of you, Noah. So it's noahlenz ... L-E-N-Z as in zebra ... .com/steve. Awesome man. Thank you so much. I appreciate it. Thanks for taking the time. This has meant quite a lot. Noah Lenz: Yeah, thank you for having me on today. Steve Larsen: Hey, thanks for listening. The most common question I get is Steve, will you look at my funnel? Of course. Whether you want me to coach you, give some hand holding and guidance during your funnel build, or simply review the one you have, head over to coachmesteve.com and book your session now.

It's amazing that marketers don't discuss this simple and lucrative funnel fix more often... On this episode of Marketing Secrets, we have the last bit of knowledge Russell wants to share from the affiliate mastermind. This time it is a tip from Trevor Chapman. Here are some of the super informative things you will hear in today’s episode: Why knowing that 68% of people leave a website before it’s finished loading is significant. How you can increase conversion just by making your page load faster. And how Clickfunnels can help you decrease your page loading times. So listen here to find out how making your page load faster could significantly improve your conversion rates. ---Transcript--- What’s up everybody, this is Russell Brunson and welcome to the last of the secrets I want to share with you from the affiliate mastermind. This one has to do with page load times. Okay, so I hope you have enjoyed some of the recaps we’ve shared this week. There’s one more cool thing I wanted to share with you. I’m not going to actually show you the video clip of it. But I do want to explain the concept because I think it’s pretty valid and I think it’s interesting and it’s something I’m going to be testing and it’s worth it for all you guys as well. So this actually came from Trevor Chapman, and Trevor is one of my inner circle members who was there. It’s interesting, he was talking about doing all sorts of stuff with his funnels trying to figure things out and he ended up starting to put Google analytics on stuff to look deeper at everything. And as he was looking at analytics he was trying to figure it out and he couldn’t find someone, so he’s like, “I gotta dig deep in this and try to figure some stuff out.” And a couple of things he found that were interesting and I think it’s worth listening to. So number one, he said that basically 68% of visitors, I don’t know if it was his page or if it was an industry stat from Google analytics, but 68% of people leave the page before it finishes loading. So they see your ad, they click on it, come over to the page, the page starts loading and 68% of them leave before the page finishes loading, which is interesting. So he started going back in and started saying, “My page is loading too slow. I need to increase my page load speed. If I’m losing 68% of people before the page even loads, that’s 2/3rds of my traffic or whatever the fraction is on that, never even see my ad.” So he started doing stuff to lower things. Lowering the image size, lowering page size, page structure, a bunch of stuff like that and increasing how fast the page loaded. And he got his, I can’t remember how much he decreased the load time, but from 25-30 seconds down to 10 seconds, down to 5 seconds. And as he did that he 2-3x’d his income. Not by changing the page or ad or anything, just by reducing, increasing the page load time, which was super fascinating. In fact, he kind of mocked, he teased me because the clickfunnels.com homepage right now, I don’t think I ever optimized those images, but it takes almost 30 full seconds to load the entire page, and he’s like I bet you 68% of people never see that thing. I’m like, “That sucks.” So that was kind of interesting. Then he made another observation that for me was super fascinating. He talked about how people like me say ugly pages convert better, or your page….a webinar registration page without a video on it increase conversation rates and all sorts of stuff. He’s like, “I always thought it was because ugly pages convert better. No, the problem is a lot of times pretty pages take way longer to load.” You’ve got beautiful background images and a video file and all that kind of stuff just takes longer to load. That’s why people are leaving. Where with the ugly ones, it’s just html code, there’s text and some stuff, they load faster and therefore instead of 68% of people leaving, it maybe drops down to 23%. You’re getting twice as much traffic just by increasing the load speed time. I thought that was fascinating and interesting. So I’m going to be doing some more testing, but I wanted to share with you guys, with everyone as your doing it, because I don’t know 100%, I take everything with a grain of salt, but I do think he’s onto something. I do think the page load time is interesting. I do know on the Clickfunnels side, this is something that should be comforting to you guys, Todd spends time every single month trying to decrease page load speed on our side, doing stuff to optimize the pages, get the code out faster, all those kind of things so that page load is happening faster. In fact, I’ve seen over the last probably year, I’ve seen him shave across network wide, tens of millions of pages  that people view every single day on ours, shaving time off by multiple seconds. So we’re always optimizing on our side. But you guys as you’re building pages in Clickfunnels, just know that. Know that, man if I have a background image, how big is that file? If it’s 3 megs and I got 3 of those things, that’s 9 megs just in background images. That’s not good, especially when you’re pulling it on your phone or mobile. It gets really, really bad. In fact, we just created a new tool inside Funnel University, for those of you who are Funnel U members, it should be there by the time you’re here. But it’s an image re-sizer. I had Dorel on my team build a little software app where basically you take a background image, throw it in this thing and what it’ll do is take an image that’s like 3 or 4 megs, you’ll click a button and it’ll pop the image back out, it looks exactly the same but it decreases the image size from 3 or 4 megs to like 300 megabytes or whatever, 1/10th the size. So I’m going  back to all my old images, my e-cover image, my picture image, any image I upload in Clickfunnels, I have on a page, I’m putting back through that thing and shrinking the size of it to increase page load time. Just know, those are things you should be looking at because, man, if you can increase your conversion by 10%, 20% 30% just by images loading faster, that’s a lot of money without having to write better copy or any of those kinds of things. Just page load time. So Trevor Chapman, thanks for bringing that top of mind to me. And hopefully everyone who’s listening on the podcast, it’s something definitely worth doing. And it’s something you should all look at. With that said, I hope you guys enjoyed this episode of Marketing Secrets podcast. If you loved this episode, a couple of things. Number one, please go and share with those who you love. Tell them to go subscribe and listen. Number two, please read a comment. I do read the comments over at itunes.com, leave a comment and let me know. Number three, the best thing you can do to increase us, right now, last I checked we’re number 5 in the business category, if we want to be number one, it’s all about listen time. The more you listen the higher we get ranked. So go and binge listen. Go back to episode number one, click play and let’s catch up on the last 5 years together. Basically since we started launching Clickfunnels is about the time I launched this podcast and you get to hear the ups and downs, behind the scenes. Everything we did to go from zero to over 100 million dollars in sales and it’s all free here on the podcast. You just gotta go binge listen at the very beginning. So come back to episode one, let’s have some fun and I hope you enjoy the podcast. I appreciate you guys being on here and we’ll talk to you guys soon. Bye.

It's amazing that marketers don't discuss this simple and lucrative funnel fix more often... On this episode of Marketing Secrets, we have the last bit of knowledge Russell wants to share from the affiliate mastermind. This time it is a tip from Trevor Chapman. Here are some of the super informative things you will hear in today’s episode: Why knowing that 68% of people leave a website before it’s finished loading is significant. How you can increase conversion just by making your page load faster. And how Clickfunnels can help you decrease your page loading times. So listen here to find out how making your page load faster could significantly improve your conversion rates. ---Transcript--- What’s up everybody, this is Russell Brunson and welcome to the last of the secrets I want to share with you from the affiliate mastermind. This one has to do with page load times. Okay, so I hope you have enjoyed some of the recaps we’ve shared this week. There’s one more cool thing I wanted to share with you. I’m not going to actually show you the video clip of it. But I do want to explain the concept because I think it’s pretty valid and I think it’s interesting and it’s something I’m going to be testing and it’s worth it for all you guys as well. So this actually came from Trevor Chapman, and Trevor is one of my inner circle members who was there. It’s interesting, he was talking about doing all sorts of stuff with his funnels trying to figure things out and he ended up starting to put Google analytics on stuff to look deeper at everything. And as he was looking at analytics he was trying to figure it out and he couldn’t find someone, so he’s like, “I gotta dig deep in this and try to figure some stuff out.” And a couple of things he found that were interesting and I think it’s worth listening to. So number one, he said that basically 68% of visitors, I don’t know if it was his page or if it was an industry stat from Google analytics, but 68% of people leave the page before it finishes loading. So they see your ad, they click on it, come over to the page, the page starts loading and 68% of them leave before the page finishes loading, which is interesting. So he started going back in and started saying, “My page is loading too slow. I need to increase my page load speed. If I’m losing 68% of people before the page even loads, that’s 2/3rds of my traffic or whatever the fraction is on that, never even see my ad.” So he started doing stuff to lower things. Lowering the image size, lowering page size, page structure, a bunch of stuff like that and increasing how fast the page loaded. And he got his, I can’t remember how much he decreased the load time, but from 25-30 seconds down to 10 seconds, down to 5 seconds. And as he did that he 2-3x’d his income. Not by changing the page or ad or anything, just by reducing, increasing the page load time, which was super fascinating. In fact, he kind of mocked, he teased me because the clickfunnels.com homepage right now, I don’t think I ever optimized those images, but it takes almost 30 full seconds to load the entire page, and he’s like I bet you 68% of people never see that thing. I’m like, “That sucks.” So that was kind of interesting. Then he made another observation that for me was super fascinating. He talked about how people like me say ugly pages convert better, or your page….a webinar registration page without a video on it increase conversation rates and all sorts of stuff. He’s like, “I always thought it was because ugly pages convert better. No, the problem is a lot of times pretty pages take way longer to load.” You’ve got beautiful background images and a video file and all that kind of stuff just takes longer to load. That’s why people are leaving. Where with the ugly ones, it’s just html code, there’s text and some stuff, they load faster and therefore instead of 68% of people leaving, it maybe drops down to 23%. You’re getting twice as much traffic just by increasing the load speed time. I thought that was fascinating and interesting. So I’m going to be doing some more testing, but I wanted to share with you guys, with everyone as your doing it, because I don’t know 100%, I take everything with a grain of salt, but I do think he’s onto something. I do think the page load time is interesting. I do know on the Clickfunnels side, this is something that should be comforting to you guys, Todd spends time every single month trying to decrease page load speed on our side, doing stuff to optimize the pages, get the code out faster, all those kind of things so that page load is happening faster. In fact, I’ve seen over the last probably year, I’ve seen him shave across network wide, tens of millions of pages  that people view every single day on ours, shaving time off by multiple seconds. So we’re always optimizing on our side. But you guys as you’re building pages in Clickfunnels, just know that. Know that, man if I have a background image, how big is that file? If it’s 3 megs and I got 3 of those things, that’s 9 megs just in background images. That’s not good, especially when you’re pulling it on your phone or mobile. It gets really, really bad. In fact, we just created a new tool inside Funnel University, for those of you who are Funnel U members, it should be there by the time you’re here. But it’s an image re-sizer. I had Dorel on my team build a little software app where basically you take a background image, throw it in this thing and what it’ll do is take an image that’s like 3 or 4 megs, you’ll click a button and it’ll pop the image back out, it looks exactly the same but it decreases the image size from 3 or 4 megs to like 300 megabytes or whatever, 1/10th the size. So I’m going  back to all my old images, my e-cover image, my picture image, any image I upload in Clickfunnels, I have on a page, I’m putting back through that thing and shrinking the size of it to increase page load time. Just know, those are things you should be looking at because, man, if you can increase your conversion by 10%, 20% 30% just by images loading faster, that’s a lot of money without having to write better copy or any of those kinds of things. Just page load time. So Trevor Chapman, thanks for bringing that top of mind to me. And hopefully everyone who’s listening on the podcast, it’s something definitely worth doing. And it’s something you should all look at. With that said, I hope you guys enjoyed this episode of Marketing Secrets podcast. If you loved this episode, a couple of things. Number one, please go and share with those who you love. Tell them to go subscribe and listen. Number two, please read a comment. I do read the comments over at itunes.com, leave a comment and let me know. Number three, the best thing you can do to increase us, right now, last I checked we’re number 5 in the business category, if we want to be number one, it’s all about listen time. The more you listen the higher we get ranked. So go and binge listen. Go back to episode number one, click play and let’s catch up on the last 5 years together. Basically since we started launching Clickfunnels is about the time I launched this podcast and you get to hear the ups and downs, behind the scenes. Everything we did to go from zero to over 100 million dollars in sales and it’s all free here on the podcast. You just gotta go binge listen at the very beginning. So come back to episode one, let’s have some fun and I hope you enjoy the podcast. I appreciate you guys being on here and we’ll talk to you guys soon. Bye.

There’s no school like the old school… On today’s episode Russell talks about plans to use what he has learned from TJ Rholeder while on an anniversary trip in Hawaii, in his business once he arrives home. Here are a few interesting things you will learn in this episode: How Russell is able to still learn while on an anniversary trip with his wife, and make plans for business once he’s home. How Russell plans to use the 50,000 letters a week rule in his own business. And how he plans to add urgency and scarcity to his core products. So listen here to hear Russell’s upcoming plans for his business, or watch the video version so you don’t miss out on the beautiful scenery of Kauai. ---Transcript--- What’s up everybody, this is Russell. Welcome to today’s episode of Marketing Secrets, that is in the rain here in Kauai. Alright everybody, I want to welcome to today’s episode of Marketing Secrets, it is raining on me right now. I don’t know if you can see that over here, if you’re watching the video version.  But it’s beautiful here and I wanted to do an episode, this is going to be really good, I’m going to come and hide under the bush or something. I’m just going to sit here and get wet, it’ll be more fun this way. Anyway, we’ve been in Hawaii almost a week now on my 15th anniversary, which is amazing being married to my beautiful wife, Collette for this long. I’m trying to get to do an episode with you guys, hopefully on the flight home or something, on what it’s like living with and being married to an entrepreneur. We’re trying to pick our keynote speaker for this year’s Funnel Hacking Live, and it’s funny because we got tons of people voting for everybody. Somebody posted Oprah, and someone put Russell’s wife and my wife got more votes than Oprah, which is pretty exciting. So we’re trying to get her at least to jump on the podcast. So that’s the goal and the game plan. What I want to share with you guys today, the rain’s gone that fast, but there’s birds right behind me. Let me clean my phone off real quick. So what I wanted to share with you guys, I’ve been listening to a whole bunch of cool marketing stuff between the long drives around the island, all the cool stuff we’re doing. The course I was listening to was TJ Rohleder and if you don’t know TJ, he’s one of the legends in our business. He is one of the direct mail kings in the Bizop world, and he’s become a friend. We had him speak at one of our events a while ago, which was amazing. What’s interesting, the course I was listening to was How To Become Super Rich in the Opportunity Market. He teaches people how to  make money in the teach people how to get rich market. What’s interesting, as I was listening to it, if you read the Expert Secrets book, I talked about three core things you gotta do to build a mass movement. Number one you gotta have the attractive character, the attractive leader. Number two you have to have a future based cause. Number three you have to have a new opportunity. What’s interesting is as I was listening to this, he’s talking about how to sell opportunities but basically if you’re doing a mass movement the way we’re talking about, it’s always a new opportunity. Everything he’s talking about, the opportunity is the way he positions it is how to get rich, how to make money, here’s the opportunity market as he calls it. But in my mind every market is the opportunity market. So I’m going to see if I can interview TJ and dig deeper in that because his stuff was brilliant, it was all targeted towards selling people stuff, how to make money. But if you look at it from the lens of the Expert Secrets book then it kind of works for all of them. Because every single opportunity, everything you’re selling should be a new opportunity. So I’m going to try to see if I can do that. Plus, TJ launched his company, he lives out in Kansas and he actually bought a hospital and renovated the whole thing and that’s where he runs his company out of, an old hospital, which is kind of cool. I kind of want to go down there and see his whole operation. It may come to an episode of Funnel Hacker TV soon. Where I go down there and tour his hospital and see his whole organization. In the last ten years they’ve sent out 9500 different direct mail campaigns, which is crazy. Some people will get on his list and they might get between 2 or 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. Super inspiring. But what I want to talk about is a couple of core things I learned from him that I think are really good for all of you guys. The first one is not from TJ it’s actually from a Bill Glazier thing I was listening to. So Bill was partners with Dan Kennedy at Glazier Kennedy and he was my marketing dad for five or six year that I was in his inner circle. And one of the things that was cool that I was studying from Bill this week, he was talking about how at the very beginning of the year they have their big thing. So they do two events a year, they did InfoSummit and Super Conference. For me, I do Funnel Hacking Live, that’s my big thing. They said they categorized all their promotions based on the importance. So number were their two events, number two was this, number three…they had it all mapped out and mapped out the entire year, the promotional schedule at the beginning of the year to make sure they fill the events and all these other things fit in there. I was thinking about that, and 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 go week by week, month by month and do stuff. And what Bill does in this course, and it’s an old course, but he maps it out and then they do everything. So It started thinking about this and at one of our inner circle meetings, Justin Williams was talking about with his stuff now, as you guys know if you’ve been listening to our podcast for any length of time, the two magic things that marketers have are urgency and scarcity. So he started doing with his is, he re-launched courses throughout the year and he’d open and close them. So he’d have the urgency and scarcity close. That’s where most of the sales always come in, during the closing of the thing. Also if you listened to when Stu launched Tribe, he’s talking about Michael Hyatt when he launched his membership site, the big secret they had was opening and closing. So twice a year they’d open up the membership site and then it was closed. I started thinking about that and I’m like, right now most of our programs are open all the time, which is good. But the urgency and scarcity is not there. So I think what I’m going to do is start calendaring it out where twice a year our things are available. So twice a year people can buy our certification program, twice a year people can join Funnel University, twice a year they can get Fill Your Funnel, twice a year….all of our core offers are only open twice during the year, and they’re closed down other than that, which is kind of fun. It gives us the ability to 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 U month and we’re going to open and close it. The next month is this, we’re going to open it and close it and all content and all things can be related back to that one thing. So that was the first thing I kind of started re –thinking through when I was listening to Bill Glazier talk about how they structured their promotions around their events. That’s the first cool thing. Now with TJ, a couple of cool things that he does, I think it was good for me to hear again, it’s good for all of you guys to hear again. So TJ is in the business opportunity market, mostly through direct mail. He has 50,000 letters he mails every single week. Week in and week out consistently, they know 50,000 letters will go out every single week all for new customer acquisition. New customer acquisition, 50,000 letters every single week. And that’s just the schedule. I think for a lot of us we get in this thing where we have these front end funnels, these break even funnels where we bring people in, then we have our monetization funnel. So I think a lot of us, we create a really good webinar funnel let’s say, and then that becomes our focus. And then that’s it, we’re driving traffic and that’s the business. TJ if you look at this again, he’s got his frontend lead gen offers and he’s mailing 50,000 pieces a week. He said at his peak, he was selling a $50 course from his frontend lead gen stuff, and he said he would spend up to $500 to sell a $50 course.  From there you go into all the backend funnels and the backend things he was selling. But he had this consistency of 50,000 pieces every single week. I started thinking about that. He’s mailing 50,000 new names every single week, what’s the equivalent of that for my business? I need to make sure I have something consistently doing that every single week to one frontend offer. He talked about one of the big things also is he’s not mailing 2 things or 3 things to that 50,000. They have one offer, the hottest converting one and that’s where they drive all their energy, all their money, everything. And 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 frontend thing. If you break, if you think about this, break it down, there’s kind of two sides to this, or three sides depending on how deep you want to get. We talk about this at this upcoming Funnel Hacking Live, but there’s a process. There’s basically three types of funnels. There’s acquisition funnels, getting people in. There’s ascension funnels, ascending up within your membership. Then there’s monetization funnels. But for this argument today, I’m just going to talk about the two. So there’s an acquisition funnels, so what is your one acquisition funnel that you can consistently do X with? For me it might be I need to sell at least a thousand books a week, or I need to spend 10 grand a week, or whatever that thing is for you. You just know that and you have to do it consistently. We have to sell a thousand books a week and we should build a whole team of people whose entire goal is to sell a thousand books a week, or 5 thousand, or whatever that number is for you. Back when I had a call center, that’s how it was. We had free plus shipping leads and we had to get 8 thousand leads a month to get enough leads for our sales floor and that became the focus of the business. For you it’s like, think about TJ, what is the frontend offer that’s consistently bring people in? And then from TJ, it’s so crazy. I’m hoping I can go down there and film his whole operation for you guys because I want to see it to. But like I said, as soon as someone gets through the frontend then he’s got all these direct mail campaigns that go out offering these two step things. So he’ll send out a letter for a free cd about whatever to the existing customers. So he’s only sending it to people that already bought his $50 thing, then he’ll put them onto a sequence that gets a free cd. Then if they respond to the free cd he puts them in a sequence to sell the thing that that cd upsells to. Then he puts out the next offer and the next offer and he keeps putting out all these frontend lead gen, I guess their acquisition and monetization letters to the buyers of his 50,000 a week thing. So 50,000 a week bringing people in. And after they come in and bought the $50 thing, then he starts sending them letters trying to get them to raise their hand about specific opportunities that he’s going to sell them. If they respond to those then they go into a whole other sequence. They might get 10, 15, 20 letters to sell a 2 or 3 or 5 thousand dollar course on the backend. And that’s kind of the process that he does over and over and over again. So for me, what I’m looking at, what I want my focus to be, is somebody comes into my world, and again I’m focusing way more effort consistently on this, I’m going to call it 50,000 letters a week, but for us we’re not doing direct mail right now, so it’s not that, but that’s the concept. The frontend lead acquisition. Then if they come in, we’re taking our core courses and we’re opening them and closing them, opening them and closing, opening and closing them, opening and closing them throughout the year. So those are our monetization funnels after people come in. So that’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. The other cool thing I’m going to be doing, and I’ve been thinking a lot about this for probably two weeks. It started at Scout camp and it’s been in my mind even here as we’ve been in this beach house. Having one really good follow up funnel sequence that takes people through my offers in a very strategic way. So we have igniteyourfunnel.com, which is right now, we’re using it for something completely different, but I’m going to be changing that to where this is an opt in form where we get people to opt into and then it’s going to take them through a sequence. I haven’t quite mapped the whole thing out, but first thing I want someone to buy is what? For my business the first thing I want someone to buy is Expert Secrets, so I’m going to be like, have a video of me explaining why they need Expert Secrets and why it’s step number one. Actually, let me step back, step number one is not going to be the book. Step number one is going to be, on the podcast you guys heard a little while ago, the two episodes on You’re one Funnel Away, I’m going to show that video to build connection with people immediately after they opt in, from there I’ll tell them to get the Expert Secrets book and then from there, what do they need next? I’ll logically build out a really long sequence that’s going to be this ascension funnel that takes them up through our core offers in the middle. And then the big thing that our team is going to be focusing on is RKPI’s how many opt in’s a day are we getting inside the Ignite Your Funnel funnel, the Ignite your Funnel ascension funnel, ascending them through all of our offers. I’m trying to think how this whole thing works together. It might be when someone opt’s in the first time they go through this ascension funnel, that all those offers will be open to them, open and close, like in Evergreen format. And after that they’ll bump over to a monetization funnel. Our longer term email sequences that then they’ll be on when we open and close them each month. I’m not positive on that, still figuring out the details. But it’s fun to think through it. Anyway, that’s the game plan. So those are some of the fun things I’ve learned and been thinking about while I’ve been here having some fun in Kauai on my 15 year anniversary. I hope that gives you guys some ideas and things to think about. So kind of to recap the important things. Number one is focusing on consistently bringing new blood into your business. 50,000 letters a week rule, should we call it that? 50,000 letters a week rule, consistently bringing new blood in. I remember Garret White at the last Funnel Hacking Live talked about people that make it rain, the rainmakers are the ones who dominate this world and this business. You gotta be focusing on making it rain. If you want to learn how to make it rain, right now the program is closed, but depending on when you’re listening it might be open, is our Fill Your Funnel course. Fill Your Funnel is all about how to make it rain, how to get new customers into your funnels. So that’s number one. Number is then after they come in, what’s the monetization?  So maybe number two is the ascension funnel, which is for me it’s ignite your funnel, which takes them through our offers in chronological order of when I want them to see things, opening and closing them in Evergreen format. And at the end of that, then put them into our monetization team, monetization funnels, which then would be taking our core six offers and opening and closing them twice a year. That’s going to be the business. That gets me really excited. Really, really excited. So anyway, that’s the game plan guys. I’m glad I had a chance to talk this out with you guys, it’s making it clearer and clearer in my mind. I hope you guys something of value out of that too. But like I said, I don’t just talk about this stuff, I practice what I preach so you will see me implementing these things in the very near future. Hopefully you guys will see them and enjoy them and model and funnel hack them for what you guys are doing because I know this stuff is going to be amazing. So that’s all I got you guys. Anyway, here’s one last view. Here’s the beach house we’ve been staying in. It’s an AirBNB, we were going to get a hotel and we looked at AirBNB and we found this. AirBNB or BRB, I can’t remember which one. It’s like 5000 square feet, my wife and I are up here and Brent and Amber are over here. There’s all this open space and there’s even like huge guest house over here that we got massages in the other day. It’s crazy. We’re literally, this is our beach. It’s just ours. And it’s crazy. I was flying the quad copter today, I learned how to finally fly the quad copter. I took it out over everything. So if you’re watching Funnel Hacker TV, which hopefully you are, you’ll have a chance to see above this place and beyond, it’s insane. It’s probably a little expensive, but for your 15th anniversary you go all out. Look at that, that’s our beach. We rented these paddle boards too, I guess if you’re listening on the podcast you can’t see this. But a couple of cool things also, just so you guys know. This is obviously on the audio podcast, which right now as of today, we’re number 5 in the business category, which is awesome. We’re still killing it there, we just also released this as a video podcast, if you go to iTunes at the very top there’s audio podcasts, you can switch to video podcast. We also have Marketing Secrets as a video podcast now too. So if you want to watch the videos, or if you want to watch the videos you can go to marketingsecrets.com and they’re all listed there along with the transcripts, see if you want to listen to what I’m saying and read along. The transcripts are at marketingsecrets.com as well. With that said, I would love it if you guys would give me a review and a rating over on iTunes. Like I said, we’re number 5 in the business category, the other guys above me still have more ratings, it’s not fair. I’m killing myself giving you guys the best stuff I got, I need some more ratings. So if you can take 5 seconds out of your busy day, stop everything, go over there, leave a rating and review, tell me what you think about Marketing Secrets, let the world know, that’d be awesome. And then the other thing is please subscribe to the video podcast as well. Feel free to watch the videos there if you want, that way you can see some of the beautiful scenery behind me. Yeah, that’s all I got you guys. Thanks again for listening, have an amazing day and we’ll see you guys soon. We’ll be back in Boise next week, back to a normal schedule. I got some cool stuff I want to publish and share with you guys. I gotta finish my anniversary and then get back to you guys soon. Appreciate you all, see you guys soon. Bye.

There’s no school like the old school… On today’s episode Russell talks about plans to use what he has learned from TJ Rholeder while on an anniversary trip in Hawaii, in his business once he arrives home. Here are a few interesting things you will learn in this episode: How Russell is able to still learn while on an anniversary trip with his wife, and make plans for business once he’s home. How Russell plans to use the 50,000 letters a week rule in his own business. And how he plans to add urgency and scarcity to his core products. So listen here to hear Russell’s upcoming plans for his business, or watch the video version so you don’t miss out on the beautiful scenery of Kauai. ---Transcript--- What’s up everybody, this is Russell. Welcome to today’s episode of Marketing Secrets, that is in the rain here in Kauai. Alright everybody, I want to welcome to today’s episode of Marketing Secrets, it is raining on me right now. I don’t know if you can see that over here, if you’re watching the video version.  But it’s beautiful here and I wanted to do an episode, this is going to be really good, I’m going to come and hide under the bush or something. I’m just going to sit here and get wet, it’ll be more fun this way. Anyway, we’ve been in Hawaii almost a week now on my 15th anniversary, which is amazing being married to my beautiful wife, Collette for this long. I’m trying to get to do an episode with you guys, hopefully on the flight home or something, on what it’s like living with and being married to an entrepreneur. We’re trying to pick our keynote speaker for this year’s Funnel Hacking Live, and it’s funny because we got tons of people voting for everybody. Somebody posted Oprah, and someone put Russell’s wife and my wife got more votes than Oprah, which is pretty exciting. So we’re trying to get her at least to jump on the podcast. So that’s the goal and the game plan. What I want to share with you guys today, the rain’s gone that fast, but there’s birds right behind me. Let me clean my phone off real quick. So what I wanted to share with you guys, I’ve been listening to a whole bunch of cool marketing stuff between the long drives around the island, all the cool stuff we’re doing. The course I was listening to was TJ Rohleder and if you don’t know TJ, he’s one of the legends in our business. He is one of the direct mail kings in the Bizop world, and he’s become a friend. We had him speak at one of our events a while ago, which was amazing. What’s interesting, the course I was listening to was How To Become Super Rich in the Opportunity Market. He teaches people how to  make money in the teach people how to get rich market. What’s interesting, as I was listening to it, if you read the Expert Secrets book, I talked about three core things you gotta do to build a mass movement. Number one you gotta have the attractive character, the attractive leader. Number two you have to have a future based cause. Number three you have to have a new opportunity. What’s interesting is as I was listening to this, he’s talking about how to sell opportunities but basically if you’re doing a mass movement the way we’re talking about, it’s always a new opportunity. Everything he’s talking about, the opportunity is the way he positions it is how to get rich, how to make money, here’s the opportunity market as he calls it. But in my mind every market is the opportunity market. So I’m going to see if I can interview TJ and dig deeper in that because his stuff was brilliant, it was all targeted towards selling people stuff, how to make money. But if you look at it from the lens of the Expert Secrets book then it kind of works for all of them. Because every single opportunity, everything you’re selling should be a new opportunity. So I’m going to try to see if I can do that. Plus, TJ launched his company, he lives out in Kansas and he actually bought a hospital and renovated the whole thing and that’s where he runs his company out of, an old hospital, which is kind of cool. I kind of want to go down there and see his whole operation. It may come to an episode of Funnel Hacker TV soon. Where I go down there and tour his hospital and see his whole organization. In the last ten years they’ve sent out 9500 different direct mail campaigns, which is crazy. Some people will get on his list and they might get between 2 or 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. Super inspiring. But what I want to talk about is a couple of core things I learned from him that I think are really good for all of you guys. The first one is not from TJ it’s actually from a Bill Glazier thing I was listening to. So Bill was partners with Dan Kennedy at Glazier Kennedy and he was my marketing dad for five or six year that I was in his inner circle. And one of the things that was cool that I was studying from Bill this week, he was talking about how at the very beginning of the year they have their big thing. So they do two events a year, they did InfoSummit and Super Conference. For me, I do Funnel Hacking Live, that’s my big thing. They said they categorized all their promotions based on the importance. So number were their two events, number two was this, number three…they had it all mapped out and mapped out the entire year, the promotional schedule at the beginning of the year to make sure they fill the events and all these other things fit in there. I was thinking about that, and 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 go week by week, month by month and do stuff. And what Bill does in this course, and it’s an old course, but he maps it out and then they do everything. So It started thinking about this and at one of our inner circle meetings, Justin Williams was talking about with his stuff now, as you guys know if you’ve been listening to our podcast for any length of time, the two magic things that marketers have are urgency and scarcity. So he started doing with his is, he re-launched courses throughout the year and he’d open and close them. So he’d have the urgency and scarcity close. That’s where most of the sales always come in, during the closing of the thing. Also if you listened to when Stu launched Tribe, he’s talking about Michael Hyatt when he launched his membership site, the big secret they had was opening and closing. So twice a year they’d open up the membership site and then it was closed. I started thinking about that and I’m like, right now most of our programs are open all the time, which is good. But the urgency and scarcity is not there. So I think what I’m going to do is start calendaring it out where twice a year our things are available. So twice a year people can buy our certification program, twice a year people can join Funnel University, twice a year they can get Fill Your Funnel, twice a year….all of our core offers are only open twice during the year, and they’re closed down other than that, which is kind of fun. It gives us the ability to 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 U month and we’re going to open and close it. The next month is this, we’re going to open it and close it and all content and all things can be related back to that one thing. So that was the first thing I kind of started re –thinking through when I was listening to Bill Glazier talk about how they structured their promotions around their events. That’s the first cool thing. Now with TJ, a couple of cool things that he does, I think it was good for me to hear again, it’s good for all of you guys to hear again. So TJ is in the business opportunity market, mostly through direct mail. He has 50,000 letters he mails every single week. Week in and week out consistently, they know 50,000 letters will go out every single week all for new customer acquisition. New customer acquisition, 50,000 letters every single week. And that’s just the schedule. I think for a lot of us we get in this thing where we have these front end funnels, these break even funnels where we bring people in, then we have our monetization funnel. So I think a lot of us, we create a really good webinar funnel let’s say, and then that becomes our focus. And then that’s it, we’re driving traffic and that’s the business. TJ if you look at this again, he’s got his frontend lead gen offers and he’s mailing 50,000 pieces a week. He said at his peak, he was selling a $50 course from his frontend lead gen stuff, and he said he would spend up to $500 to sell a $50 course.  From there you go into all the backend funnels and the backend things he was selling. But he had this consistency of 50,000 pieces every single week. I started thinking about that. He’s mailing 50,000 new names every single week, what’s the equivalent of that for my business? I need to make sure I have something consistently doing that every single week to one frontend offer. He talked about one of the big things also is he’s not mailing 2 things or 3 things to that 50,000. They have one offer, the hottest converting one and that’s where they drive all their energy, all their money, everything. And 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 frontend thing. If you break, if you think about this, break it down, there’s kind of two sides to this, or three sides depending on how deep you want to get. We talk about this at this upcoming Funnel Hacking Live, but there’s a process. There’s basically three types of funnels. There’s acquisition funnels, getting people in. There’s ascension funnels, ascending up within your membership. Then there’s monetization funnels. But for this argument today, I’m just going to talk about the two. So there’s an acquisition funnels, so what is your one acquisition funnel that you can consistently do X with? For me it might be I need to sell at least a thousand books a week, or I need to spend 10 grand a week, or whatever that thing is for you. You just know that and you have to do it consistently. We have to sell a thousand books a week and we should build a whole team of people whose entire goal is to sell a thousand books a week, or 5 thousand, or whatever that number is for you. Back when I had a call center, that’s how it was. We had free plus shipping leads and we had to get 8 thousand leads a month to get enough leads for our sales floor and that became the focus of the business. For you it’s like, think about TJ, what is the frontend offer that’s consistently bring people in? And then from TJ, it’s so crazy. I’m hoping I can go down there and film his whole operation for you guys because I want to see it to. But like I said, as soon as someone gets through the frontend then he’s got all these direct mail campaigns that go out offering these two step things. So he’ll send out a letter for a free cd about whatever to the existing customers. So he’s only sending it to people that already bought his $50 thing, then he’ll put them onto a sequence that gets a free cd. Then if they respond to the free cd he puts them in a sequence to sell the thing that that cd upsells to. Then he puts out the next offer and the next offer and he keeps putting out all these frontend lead gen, I guess their acquisition and monetization letters to the buyers of his 50,000 a week thing. So 50,000 a week bringing people in. And after they come in and bought the $50 thing, then he starts sending them letters trying to get them to raise their hand about specific opportunities that he’s going to sell them. If they respond to those then they go into a whole other sequence. They might get 10, 15, 20 letters to sell a 2 or 3 or 5 thousand dollar course on the backend. And that’s kind of the process that he does over and over and over again. So for me, what I’m looking at, what I want my focus to be, is somebody comes into my world, and again I’m focusing way more effort consistently on this, I’m going to call it 50,000 letters a week, but for us we’re not doing direct mail right now, so it’s not that, but that’s the concept. The frontend lead acquisition. Then if they come in, we’re taking our core courses and we’re opening them and closing them, opening them and closing, opening and closing them, opening and closing them throughout the year. So those are our monetization funnels after people come in. So that’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. The other cool thing I’m going to be doing, and I’ve been thinking a lot about this for probably two weeks. It started at Scout camp and it’s been in my mind even here as we’ve been in this beach house. Having one really good follow up funnel sequence that takes people through my offers in a very strategic way. So we have igniteyourfunnel.com, which is right now, we’re using it for something completely different, but I’m going to be changing that to where this is an opt in form where we get people to opt into and then it’s going to take them through a sequence. I haven’t quite mapped the whole thing out, but first thing I want someone to buy is what? For my business the first thing I want someone to buy is Expert Secrets, so I’m going to be like, have a video of me explaining why they need Expert Secrets and why it’s step number one. Actually, let me step back, step number one is not going to be the book. Step number one is going to be, on the podcast you guys heard a little while ago, the two episodes on You’re one Funnel Away, I’m going to show that video to build connection with people immediately after they opt in, from there I’ll tell them to get the Expert Secrets book and then from there, what do they need next? I’ll logically build out a really long sequence that’s going to be this ascension funnel that takes them up through our core offers in the middle. And then the big thing that our team is going to be focusing on is RKPI’s how many opt in’s a day are we getting inside the Ignite Your Funnel funnel, the Ignite your Funnel ascension funnel, ascending them through all of our offers. I’m trying to think how this whole thing works together. It might be when someone opt’s in the first time they go through this ascension funnel, that all those offers will be open to them, open and close, like in Evergreen format. And after that they’ll bump over to a monetization funnel. Our longer term email sequences that then they’ll be on when we open and close them each month. I’m not positive on that, still figuring out the details. But it’s fun to think through it. Anyway, that’s the game plan. So those are some of the fun things I’ve learned and been thinking about while I’ve been here having some fun in Kauai on my 15 year anniversary. I hope that gives you guys some ideas and things to think about. So kind of to recap the important things. Number one is focusing on consistently bringing new blood into your business. 50,000 letters a week rule, should we call it that? 50,000 letters a week rule, consistently bringing new blood in. I remember Garret White at the last Funnel Hacking Live talked about people that make it rain, the rainmakers are the ones who dominate this world and this business. You gotta be focusing on making it rain. If you want to learn how to make it rain, right now the program is closed, but depending on when you’re listening it might be open, is our Fill Your Funnel course. Fill Your Funnel is all about how to make it rain, how to get new customers into your funnels. So that’s number one. Number is then after they come in, what’s the monetization?  So maybe number two is the ascension funnel, which is for me it’s ignite your funnel, which takes them through our offers in chronological order of when I want them to see things, opening and closing them in Evergreen format. And at the end of that, then put them into our monetization team, monetization funnels, which then would be taking our core six offers and opening and closing them twice a year. That’s going to be the business. That gets me really excited. Really, really excited. So anyway, that’s the game plan guys. I’m glad I had a chance to talk this out with you guys, it’s making it clearer and clearer in my mind. I hope you guys something of value out of that too. But like I said, I don’t just talk about this stuff, I practice what I preach so you will see me implementing these things in the very near future. Hopefully you guys will see them and enjoy them and model and funnel hack them for what you guys are doing because I know this stuff is going to be amazing. So that’s all I got you guys. Anyway, here’s one last view. Here’s the beach house we’ve been staying in. It’s an AirBNB, we were going to get a hotel and we looked at AirBNB and we found this. AirBNB or BRB, I can’t remember which one. It’s like 5000 square feet, my wife and I are up here and Brent and Amber are over here. There’s all this open space and there’s even like huge guest house over here that we got massages in the other day. It’s crazy. We’re literally, this is our beach. It’s just ours. And it’s crazy. I was flying the quad copter today, I learned how to finally fly the quad copter. I took it out over everything. So if you’re watching Funnel Hacker TV, which hopefully you are, you’ll have a chance to see above this place and beyond, it’s insane. It’s probably a little expensive, but for your 15th anniversary you go all out. Look at that, that’s our beach. We rented these paddle boards too, I guess if you’re listening on the podcast you can’t see this. But a couple of cool things also, just so you guys know. This is obviously on the audio podcast, which right now as of today, we’re number 5 in the business category, which is awesome. We’re still killing it there, we just also released this as a video podcast, if you go to iTunes at the very top there’s audio podcasts, you can switch to video podcast. We also have Marketing Secrets as a video podcast now too. So if you want to watch the videos, or if you want to watch the videos you can go to marketingsecrets.com and they’re all listed there along with the transcripts, see if you want to listen to what I’m saying and read along. The transcripts are at marketingsecrets.com as well. With that said, I would love it if you guys would give me a review and a rating over on iTunes. Like I said, we’re number 5 in the business category, the other guys above me still have more ratings, it’s not fair. I’m killing myself giving you guys the best stuff I got, I need some more ratings. So if you can take 5 seconds out of your busy day, stop everything, go over there, leave a rating and review, tell me what you think about Marketing Secrets, let the world know, that’d be awesome. And then the other thing is please subscribe to the video podcast as well. Feel free to watch the videos there if you want, that way you can see some of the beautiful scenery behind me. Yeah, that’s all I got you guys. Thanks again for listening, have an amazing day and we’ll see you guys soon. We’ll be back in Boise next week, back to a normal schedule. I got some cool stuff I want to publish and share with you guys. I gotta finish my anniversary and then get back to you guys soon. Appreciate you all, see you guys soon. Bye.

A quick glimpse behind the scenes of what I'm really doing to build and launch my funnels. On this episode Russell talks about being the contractor of your business and finding awesome people to do the work you need to get done. He also talks about failing and why you should expect to fail many times before you find something that works. Here are some of the informative things you will hear in today's episode: How Russell realized that his role in his company is similar to that of the contractor building his new office. Why on average it takes 12 failures before millionaires are successful and it's not based on luck. And what the concept “You're just one funnel away” really means. So listen below to find out why finding good people and failing is actually really important in building a successful business. ---Transcript--- Hey everyone, this is Russell Brunson. Welcome back to Marketing In Your Car. Sorry, I just get excited. Anyway, it's crazy here. We've had 5 snow days in a row, but today the kids finally, finally got to go back to school, which is nice. But everything is soaking wet. It's been raining and flooding. Our house flooded. We have a lot of damage. So that's kind of a nightmare. But the good news is we just went to the new office and it's getting close to done. We're about two weeks away from moving into it, which is the most exciting thing in the world. And as we're sitting here in the office, and I thought about it last night. Last night I finished, I finished! What? I finished the Expert Secrets book. At least this round of it. This is the most painful round of edits thought. It took a lot of time. I have one more round of edits after this, but it'll go away faster. So I'm pretty much, for all intents and purposes done with the Expert Secrets book, I'm so proud of it. The crazy thing is it's almost, its within like 100 words of the Dotcom Secrets book, which is weird. That was not planned, but it's kind of cool too. So when I got done with that it was 1 in the morning, so I started looking at all the cool projects we have. We use Trello, some of you guys know. James Friel got us set up on Trello, so I was thinking of the projects. So I sat down and I'm like, “Who are all the people involved in getting this project done? What are all the talks?” So I sat down last night and just busted out a whole bunch of Trello cards. Assigning people, getting them doing what they're supposed to be doing. All the pieces. Then it was done and I went to bed and passed out and it was awesome. Anyway, I was thinking about that versus how some of you are running your business and I want to just liken this also to the new office. I'm in a new office and the contractor dude is there, and he's kind of showing us everything and what's interesting as I look at this, is that the contractor didn't actually do anything really. If you think about it, right? He was sitting there and he got paid by me, I think, I don't know how much contractors take, 10, 20, 30% or whatever, they get paid a bunch of money. So we pay him and he's like, “Cool.” So then he goes and is like, “Alright, we need a designer.” And hires a designer. And he's like “Oh, we need someone to do this part.” And he hires someone. And all the contractor's really good at doing is just knowing what are all the pieces that need to go into launching, or to completing and building, and then hopefully he's put in time to find really good sub-contractors to do each of those pieces. And that's it. And he gets paid the lion's share of the project. And all he's doing is he's just figured out what are all the pieces that go into building an office, or house or whatever the project is. And then who are all the people I need to hire to do those pieces. I was thinking about that, for me with our funnels and stuff, that's all it is. Because I've done it so many times, I've done this now I think I'm on my thirteenth year or so of this business. Some people are funny, “How come all the things you do are successful.” The reason why is because I built up a really good team of people over the last 12 years. I look at myself almost like the contractor in my business. I know all the pieces that go into us successfully launching something. I don't have to rethink that, I just know it. It's second nature now because I've done it so many times. There was a time and a season of my life where we were literally launching something at least once a month and if that once a month thing would fail, we would do one every single week until one didn't fail because that's how we had to pay payroll. It was a nightmare, but we launched things all the time. Because of that, I know the process. I know that to get something launched here all the things. I know everything inside of my head. And because I've been doing it so long, every single time I'm finding, initially it was me doing everything. But then I realized I'm not very good at design, so I hired a designer. Then I realized this and I hired…..I probably hired a hundred designers in the last 12 years. Now I know 3 or 4 that I really liked and I now I just work with those 3 or 4 people. I probably hired a hundred website builders. I hired a hundred programmers, probably a thousand programmers. I've done all these things over the years, and from that I've got my hands full of 4 or 5 favorites. So when I know I have a project done, I know Rob's going to do this, so and so's going to do this, boom, boom, boom. I task the whole thing out and everyone starts working on it. And what's cool for me, as the contractor, this isn't true in all cases, but in the building, the people can't frame the building until the person is finished doing the foundation. There's things that have to go in order. With what we do in our business, most people can do their thing independent of everyone else. The video guy can do videos independent of everyone else. The designers can do that. The copywriters, everyone do the thing indepently. The goal is getting everyone to start on all the pieces as soon as humanly possible. Everyone is doing the pieces and they start coming in and then the last step, which for me as a person is my favorite part, so I do it now. But I could have outsourced the part. For me it's like, here's all the pieces now, these are all the things I needed to get this funnel done, now I just need to plug them all in. Because of Clickfunnels, I just plug them in. And obviously I work with Steven Larsen on my team. We plug all the pieces in and it's ready to launch. But if you look at all the projects I have, what's interesting is I've got the next probably 10 funnels completely done. Front end project is done, everything is done. I just have to, all the assets are sitting in Trello boards finished just waiting for me to say, “Okay, I'm ready to launch this one.” Then I login, spend a day and plug all the pieces in and boom it's ready to go. In fact, yesterday we were working on the Funnel University Newsletter, if you're not a member of Funnel University yet, by the way, you're insane. Go to funnelu.com. Anyway, we were…. I got a……are you kidding me? Road closure. Dangit. There's some huge pot holes up here. Okay, so now I'm on a road closure and I'm going through a neighborhood and I have no idea. Dang, I'm really bad at these kind of things. I'm so bad at directions. I'm just going to follow the headlights in front of me and pray they're going the same direction I'm going. Anyway, where did I leave off? So yesterday we were doing January's Funnel University Newsletter and in the newsletter I was showing the Marketing In Your Car funnel, which we reacently launched and you have all seen. The strategy behind it, the marketing in your car funnel was a couple of reasons. One was to get you guys all indoctrinated listening to Marketinginyourcar.com every single day. That was number one, number two is to get more subscribers. Number three, this was actually our core reason, is I'm trying to get people to join Funnel University. You probably saw that in the upsell sequence. Yesterday in the newsletter I was showing how basically if you look at probably the next dozen funnels we roll out, they will be new, cool front ends to help build our cult-ture and get people excited about Clickfunnels. So different swag things, different cool things, but then the upsell sequence is all pushing, the upsell sequence is identical, it does not change. So I literally in 40 minutes, and I record the whole process, all the Funnel U. Members will be able to see it inside the new forum we're setting up for you guys. I took the Marketing In Your Car funnel and cloned it. I already had the video done, I already had the graphics. Everything was already done weeks ago, months ago actually. I just drag and drop, boom, boom, in 40 minutes the new funnel is ready to launch and it was done. It came because I knew, whatever, 6 months ago, that I wanted to do a project called Funnel Graffiti. I knew, in fact, it's been almost a year, because we gave out funnel Graffiti at the last Funnel Hacking Live event, so it's been a year. So then we filmed the video this summer. But I tasked all this stuff out a long time ago, so it's all sitting there done and as soon as I'm ready to launch it, it was done. So it took 45 minutes to launch this funnel because I had all these things done. So that's the powers, if all of us as marketers start looking more at our business as we're contractors as opposed to the actual sub-contractor working, and you can sub-contract out to yourself, especially the stuff you like to do, I'm guessing if you're like me, you like building stuff in Clickfunnels, so sub-contract that out to you or a certified partner or whatever. But look at yourself more as a contractor, and become a master at understanding what are all the pieces that go into launching a funnel. And the funny thing is that the only way to know all the pieces that go into launching a funnel, is by launching a funnel. In fact, I try to get this through people's minds all the time. Because everyone thinks their first funnel is going to be a winner, right. So they create this funnel and go through all the pain and heartache and headache that go through making your first funnel. And there's a lot. You have to figure out how to write copy, to edit pages, and images and videos and orders and products. There's so much crap that goes into your first one and then it's horrible. And most of the time your first one will fail, you will not make any money. In fact, most of the time you will lose money. It'll be a bucket of money with a hole in the bottom and the cash will be pouring out of it. But you have to be okay with that because the only way for you to learn every single step in the process, for you, is to do it once. Always tell people that the first funnel, you're going to spend so much time and effort, and it might fail. In fact, you're probably going to fail but you gotta be okay with that. Because it's not about you launching this funnel and making a bunch of money, its about you as a new contractor, a new funnel builder learning a new process, all the pieces that go into that. Because after you do it once you're like, “Dang, well now I know I need this and this. I hired these people, this guy sucked and this one was awesome. I'm not going to hire him again, I'm going to hire a new person.” And you keep doing that over and over again and eventually after you launch three, four, five, ten, twenty, thirty funnels, whatever that is, you will have your dream team of people that are working with you. You will know exactly who to go to every single time. And if you fast forward six months to a year from now, you're going to be in the same situation I am. I don't fail anymore because I know our team. I know what our market wants. I know who is going to do each piece of it, so I can quickly create something and just have it work really, really quickly. For you guys that's the goal. I had two interviews yesterday from people that were asking about the whole “You're just one funnel away” concept, that's the theme of this year's Funnel Hacking Live event. And I wanted, during those interviews I explained, “Look, you're just one funnel away, you don't know which funnel that is. I wish I could show you guys the landscape of failed funnels that I've had in my 12 years in this business.” I've got more failed funnels that I could show you, than I guarantee most of you guys have ever even dreamt of attempting. But because of that, that's how I built my team. How I figured out what didn't work. I've mastered the process. All the pieces that go in there like the back of my hand. I don't have to think anymore, it just happens. So today, excuse me, last night I was like, “here's the project, here are all the pieces.” I tasked them all out and now everyone's working on them. I'm not sure when we'll launch that project, but I do know that the second I'm ready for it, all the pieces will be there and I don't have to think about it at that point. I'm digging my well before I'm thirsty. I'm getting all the things in place. So think about that you guys. Again, this whole concept, “You're one funnel away” Is so powerful. You don't know which funnel it's gonna be. You've gotta keep building, walking, trying, failing, moving forward. A really cool, I might have shared this with you guys before so forgive me if I have, but it's worth repeating. Probably almost ten years ago now, maybe even more, I got this Jay Abraham course and I was listening to it. And one of the speakers was Brian Tracey. I had never heard Brian Tracey speak before and he was on stage, and it was just, I loved what he was saying. I remember what he talked about; he said that one day he was watching this TV show with a bunch of millionaires. It was like a news talk show or whatever. There's like twelve millionaires on stage and they were interviewing them and asking a bunch of questions. And the host asks a question, “How many times did you guys have to fail on average before you had success?” and they didn't know off the top of their heads, so they cut to commercial. During the commercial break they did all the math and figured it out. They came back, and this panel of people, they said that they figured on average, they'd each failed about 12 times before they had success. Brian Tracey said something interesting, he said, “Do you think that they just tried something and failed, tried something and failed. And on average the 12th time they got lucky and it finally worked? Or do you think that the first time they did it, they didn't have the resources or the connections, or people, or idea or whatever, but they did it and it failed. The second one, they did it and it failed. The third, they did it and it failed. Each time they failed they learned something. And they figured something out and literally by the 12th time, they had failed every way possible.” By the 12th time they knew how this process worked and there was no way they can fail at that point. It's like Thomas Edison, he said when he, every time he failed the light bulb, he was like I figured out a new way to not build a light bulb. He had a thousand ways he tried and didn't work, but he didn't look at those as failures. That way didn't work, that way didn't work. Cool, this way it worked. We gotta look at things that way as well, you guys. So many of us are getting into this like, ”I want a million dollar webinar.” And I'm like, dude that's awesome, but you gotta put in the work man. Let me tell you how many decades of effort. I guess just one. But I mean, for me to be able to do what I do now, we can do a webinar and make half a million bucks, it didn't just come magically. It came on the back of ten years of failing and failing and trying and failing and building a team, and learning and growing and learning and growing and coming to that. Obviously, we've tried to give you guys a lot of short cuts. Perfect Webinar is a short cut. Clickfunnels is a short cut. Honestly, Facebook's a short cut. Facebook's the greatest gift to marketers right now, in the world. And I don't think it will be here forever, but it's here now and it's amazing. All these short cuts, so hopefully you guys don't have to spend ten years, but do know you are going to have to spend some time. And do know you are going to fail, but if you keep it in your mind that you're just one funnel away….I don't know if that funnel is today, tomorrow, a month from now, six months from now, but if you have that in your mind knowing with absolute certainty that one of these funnels is going to be the one, it's going to be the freedom maker for you. You have absolute certainty of it, you keep building, moving forward, pushing, I promise you will hit that. But you have to have absolute certainty that it's going to happen. One of the interviews yesterday, someone asked me, “What was the “why” behind what got you into this thing and why you push yourself so hard?” I said, “When I got started, I was watching these people online who were having success. Back then in was Armand Morin, Alex Mandossian, Marlin Sanders, my mentors. Mark Joyner. All I know is I looked at these guys and I believed them. I believed that what they were doing was making them money and because I saw them doing it, I had 100% absolute certainty that it worked and that I could make it work. I didn't know how, but I was positive that I could and it would. Because of that I didn't stop. Because I had perfect that it was going to work, so I just started running and running and running.” I think a lot of problems that some of us have is that we don't have faith. “I think this can work. I think this can work for me.” And because of that you try and dabble and try and dabble and doing quite go all in, but if you know with absolute certainty that there's no way this is going to fail, it's going to take you a bunch of times, but you know that's it's gonna work. It'll push you through the hard nights, the failures, the funnel flops. But it'll be worth it. I promise you guys it's worth it. It's not only worth it for you and your family, because the money that comes from it is amazing, but it's worth it for the people you are serving with the products and service you are creating. You will touch their lives in a way that doesn't make sense to you now, but when you see it and you see the fruits of that, it's pretty amazing. So I want to leave that with you guys today. I hope that helps. I'm at the office now. I'm going from the new amazing office to the old crappy office. In the old crappy office two more weeks or so, then we're out of here. Appreciate you all, thanks so much for listening. If you enjoyed this podcast, or any of them, please go to iTunes and rate and review us, I'd appreciate that. Please become an affiliate for Marketing In Your Car, free MP3 player, let people know about it because that'd be cool. Thanks you guys. Appreciate you all, have an awesome day. Bye everybody.

A quick glimpse behind the scenes of what I’m really doing to build and launch my funnels. On this episode Russell talks about being the contractor of your business and finding awesome people to do the work you need to get done. He also talks about failing and why you should expect to fail many times before you find something that works. Here are some of the informative things you will hear in today’s episode: How Russell realized that his role in his company is similar to that of the contractor building his new office. Why on average it takes 12 failures before millionaires are successful and it’s not based on luck. And what the concept “You’re just one funnel away” really means. So listen below to find out why finding good people and failing is actually really important in building a successful business. ---Transcript--- Hey everyone, this is Russell Brunson. Welcome back to Marketing In Your Car. Sorry, I just get excited. Anyway, it’s crazy here. We’ve had 5 snow days in a row, but today the kids finally, finally got to go back to school, which is nice. But everything is soaking wet. It’s been raining and flooding. Our house flooded. We have a lot of damage. So that’s kind of a nightmare. But the good news is we just went to the new office and it’s getting close to done. We’re about two weeks away from moving into it, which is the most exciting thing in the world. And as we’re sitting here in the office, and I thought about it last night. Last night I finished, I finished! What? I finished the Expert Secrets book. At least this round of it. This is the most painful round of edits thought. It took a lot of time. I have one more round of edits after this, but it’ll go away faster. So I’m pretty much, for all intents and purposes done with the Expert Secrets book, I’m so proud of it. The crazy thing is it’s almost, its within like 100 words of the Dotcom Secrets book, which is weird. That was not planned, but it’s kind of cool too. So when I got done with that it was 1 in the morning, so I started looking at all the cool projects we have. We use Trello, some of you guys know. James Friel got us set up on Trello, so I was thinking of the projects. So I sat down and I’m like, “Who are all the people involved in getting this project done? What are all the talks?” So I sat down last night and just busted out a whole bunch of Trello cards. Assigning people, getting them doing what they’re supposed to be doing. All the pieces. Then it was done and I went to bed and passed out and it was awesome. Anyway, I was thinking about that versus how some of you are running your business and I want to just liken this also to the new office. I’m in a new office and the contractor dude is there, and he’s kind of showing us everything and what’s interesting as I look at this, is that the contractor didn’t actually do anything really. If you think about it, right? He was sitting there and he got paid by me, I think, I don’t know how much contractors take, 10, 20, 30% or whatever, they get paid a bunch of money. So we pay him and he’s like, “Cool.” So then he goes and is like, “Alright, we need a designer.” And hires a designer. And he’s like “Oh, we need someone to do this part.” And he hires someone. And all the contractor’s really good at doing is just knowing what are all the pieces that need to go into launching, or to completing and building, and then hopefully he’s put in time to find really good sub-contractors to do each of those pieces. And that’s it. And he gets paid the lion’s share of the project. And all he’s doing is he’s just figured out what are all the pieces that go into building an office, or house or whatever the project is. And then who are all the people I need to hire to do those pieces. I was thinking about that, for me with our funnels and stuff, that’s all it is. Because I’ve done it so many times, I’ve done this now I think I’m on my thirteenth year or so of this business. Some people are funny, “How come all the things you do are successful.” The reason why is because I built up a really good team of people over the last 12 years. I look at myself almost like the contractor in my business. I know all the pieces that go into us successfully launching something. I don’t have to rethink that, I just know it. It’s second nature now because I’ve done it so many times. There was a time and a season of my life where we were literally launching something at least once a month and if that once a month thing would fail, we would do one every single week until one didn’t fail because that’s how we had to pay payroll. It was a nightmare, but we launched things all the time. Because of that, I know the process. I know that to get something launched here all the things. I know everything inside of my head. And because I’ve been doing it so long, every single time I’m finding, initially it was me doing everything. But then I realized I’m not very good at design, so I hired a designer. Then I realized this and I hired…..I probably hired a hundred designers in the last 12 years. Now I know 3 or 4 that I really liked and I now I just work with those 3 or 4 people. I probably hired a hundred website builders. I hired a hundred programmers, probably a thousand programmers. I’ve done all these things over the years, and from that I’ve got my hands full of 4 or 5 favorites. So when I know I have a project done, I know Rob’s going to do this, so and so’s going to do this, boom, boom, boom. I task the whole thing out and everyone starts working on it. And what’s cool for me, as the contractor, this isn’t true in all cases, but in the building, the people can’t frame the building until the person is finished doing the foundation. There’s things that have to go in order. With what we do in our business, most people can do their thing independent of everyone else. The video guy can do videos independent of everyone else. The designers can do that. The copywriters, everyone do the thing indepently. The goal is getting everyone to start on all the pieces as soon as humanly possible. Everyone is doing the pieces and they start coming in and then the last step, which for me as a person is my favorite part, so I do it now. But I could have outsourced the part. For me it’s like, here’s all the pieces now, these are all the things I needed to get this funnel done, now I just need to plug them all in. Because of Clickfunnels, I just plug them in. And obviously I work with Steven Larsen on my team. We plug all the pieces in and it’s ready to launch. But if you look at all the projects I have, what’s interesting is I’ve got the next probably 10 funnels completely done. Front end project is done, everything is done. I just have to, all the assets are sitting in Trello boards finished just waiting for me to say, “Okay, I’m ready to launch this one.” Then I login, spend a day and plug all the pieces in and boom it’s ready to go. In fact, yesterday we were working on the Funnel University Newsletter, if you’re not a member of Funnel University yet, by the way, you’re insane. Go to funnelu.com. Anyway, we were…. I got a……are you kidding me? Road closure. Dangit. There’s some huge pot holes up here. Okay, so now I’m on a road closure and I’m going through a neighborhood and I have no idea. Dang, I’m really bad at these kind of things. I’m so bad at directions. I’m just going to follow the headlights in front of me and pray they’re going the same direction I’m going. Anyway, where did I leave off? So yesterday we were doing January’s Funnel University Newsletter and in the newsletter I was showing the Marketing In Your Car funnel, which we reacently launched and you have all seen. The strategy behind it, the marketing in your car funnel was a couple of reasons. One was to get you guys all indoctrinated listening to Marketinginyourcar.com every single day. That was number one, number two is to get more subscribers. Number three, this was actually our core reason, is I’m trying to get people to join Funnel University. You probably saw that in the upsell sequence. Yesterday in the newsletter I was showing how basically if you look at probably the next dozen funnels we roll out, they will be new, cool front ends to help build our cult-ture and get people excited about Clickfunnels. So different swag things, different cool things, but then the upsell sequence is all pushing, the upsell sequence is identical, it does not change. So I literally in 40 minutes, and I record the whole process, all the Funnel U. Members will be able to see it inside the new forum we’re setting up for you guys. I took the Marketing In Your Car funnel and cloned it. I already had the video done, I already had the graphics. Everything was already done weeks ago, months ago actually. I just drag and drop, boom, boom, in 40 minutes the new funnel is ready to launch and it was done. It came because I knew, whatever, 6 months ago, that I wanted to do a project called Funnel Graffiti. I knew, in fact, it’s been almost a year, because we gave out funnel Graffiti at the last Funnel Hacking Live event, so it’s been a year. So then we filmed the video this summer. But I tasked all this stuff out a long time ago, so it’s all sitting there done and as soon as I’m ready to launch it, it was done. So it took 45 minutes to launch this funnel because I had all these things done. So that’s the powers, if all of us as marketers start looking more at our business as we’re contractors as opposed to the actual sub-contractor working, and you can sub-contract out to yourself, especially the stuff you like to do, I’m guessing if you’re like me, you like building stuff in Clickfunnels, so sub-contract that out to you or a certified partner or whatever. But look at yourself more as a contractor, and become a master at understanding what are all the pieces that go into launching a funnel. And the funny thing is that the only way to know all the pieces that go into launching a funnel, is by launching a funnel. In fact, I try to get this through people’s minds all the time. Because everyone thinks their first funnel is going to be a winner, right. So they create this funnel and go through all the pain and heartache and headache that go through making your first funnel. And there’s a lot. You have to figure out how to write copy, to edit pages, and images and videos and orders and products. There’s so much crap that goes into your first one and then it’s horrible. And most of the time your first one will fail, you will not make any money. In fact, most of the time you will lose money. It’ll be a bucket of money with a hole in the bottom and the cash will be pouring out of it. But you have to be okay with that because the only way for you to learn every single step in the process, for you, is to do it once. Always tell people that the first funnel, you’re going to spend so much time and effort, and it might fail. In fact, you’re probably going to fail but you gotta be okay with that. Because it’s not about you launching this funnel and making a bunch of money, its about you as a new contractor, a new funnel builder learning a new process, all the pieces that go into that. Because after you do it once you’re like, “Dang, well now I know I need this and this. I hired these people, this guy sucked and this one was awesome. I’m not going to hire him again, I’m going to hire a new person.” And you keep doing that over and over again and eventually after you launch three, four, five, ten, twenty, thirty funnels, whatever that is, you will have your dream team of people that are working with you. You will know exactly who to go to every single time. And if you fast forward six months to a year from now, you’re going to be in the same situation I am. I don’t fail anymore because I know our team. I know what our market wants. I know who is going to do each piece of it, so I can quickly create something and just have it work really, really quickly. For you guys that’s the goal. I had two interviews yesterday from people that were asking about the whole “You’re just one funnel away” concept, that’s the theme of this year’s Funnel Hacking Live event. And I wanted, during those interviews I explained, “Look, you’re just one funnel away, you don’t know which funnel that is. I wish I could show you guys the landscape of failed funnels that I’ve had in my 12 years in this business.” I’ve got more failed funnels that I could show you, than I guarantee most of you guys have ever even dreamt of attempting. But because of that, that’s how I built my team. How I figured out what didn’t work. I’ve mastered the process. All the pieces that go in there like the back of my hand. I don’t have to think anymore, it just happens. So today, excuse me, last night I was like, “here’s the project, here are all the pieces.” I tasked them all out and now everyone’s working on them. I’m not sure when we’ll launch that project, but I do know that the second I’m ready for it, all the pieces will be there and I don’t have to think about it at that point. I’m digging my well before I’m thirsty. I’m getting all the things in place. So think about that you guys. Again, this whole concept, “You’re one funnel away” Is so powerful. You don’t know which funnel it’s gonna be. You’ve gotta keep building, walking, trying, failing, moving forward. A really cool, I might have shared this with you guys before so forgive me if I have, but it’s worth repeating. Probably almost ten years ago now, maybe even more, I got this Jay Abraham course and I was listening to it. And one of the speakers was Brian Tracey. I had never heard Brian Tracey speak before and he was on stage, and it was just, I loved what he was saying. I remember what he talked about; he said that one day he was watching this TV show with a bunch of millionaires. It was like a news talk show or whatever. There’s like twelve millionaires on stage and they were interviewing them and asking a bunch of questions. And the host asks a question, “How many times did you guys have to fail on average before you had success?” and they didn’t know off the top of their heads, so they cut to commercial. During the commercial break they did all the math and figured it out. They came back, and this panel of people, they said that they figured on average, they’d each failed about 12 times before they had success. Brian Tracey said something interesting, he said, “Do you think that they just tried something and failed, tried something and failed. And on average the 12th time they got lucky and it finally worked? Or do you think that the first time they did it, they didn’t have the resources or the connections, or people, or idea or whatever, but they did it and it failed. The second one, they did it and it failed. The third, they did it and it failed. Each time they failed they learned something. And they figured something out and literally by the 12th time, they had failed every way possible.” By the 12th time they knew how this process worked and there was no way they can fail at that point. It’s like Thomas Edison, he said when he, every time he failed the light bulb, he was like I figured out a new way to not build a light bulb. He had a thousand ways he tried and didn’t work, but he didn’t look at those as failures. That way didn’t work, that way didn’t work. Cool, this way it worked. We gotta look at things that way as well, you guys. So many of us are getting into this like, ”I want a million dollar webinar.” And I’m like, dude that’s awesome, but you gotta put in the work man. Let me tell you how many decades of effort. I guess just one. But I mean, for me to be able to do what I do now, we can do a webinar and make half a million bucks, it didn’t just come magically. It came on the back of ten years of failing and failing and trying and failing and building a team, and learning and growing and learning and growing and coming to that. Obviously, we’ve tried to give you guys a lot of short cuts. Perfect Webinar is a short cut. Clickfunnels is a short cut. Honestly, Facebook’s a short cut. Facebook’s the greatest gift to marketers right now, in the world. And I don’t think it will be here forever, but it’s here now and it’s amazing. All these short cuts, so hopefully you guys don’t have to spend ten years, but do know you are going to have to spend some time. And do know you are going to fail, but if you keep it in your mind that you’re just one funnel away….I don’t know if that funnel is today, tomorrow, a month from now, six months from now, but if you have that in your mind knowing with absolute certainty that one of these funnels is going to be the one, it’s going to be the freedom maker for you. You have absolute certainty of it, you keep building, moving forward, pushing, I promise you will hit that. But you have to have absolute certainty that it’s going to happen. One of the interviews yesterday, someone asked me, “What was the “why” behind what got you into this thing and why you push yourself so hard?” I said, “When I got started, I was watching these people online who were having success. Back then in was Armand Morin, Alex Mandossian, Marlin Sanders, my mentors. Mark Joyner. All I know is I looked at these guys and I believed them. I believed that what they were doing was making them money and because I saw them doing it, I had 100% absolute certainty that it worked and that I could make it work. I didn’t know how, but I was positive that I could and it would. Because of that I didn’t stop. Because I had perfect that it was going to work, so I just started running and running and running.” I think a lot of problems that some of us have is that we don’t have faith. “I think this can work. I think this can work for me.” And because of that you try and dabble and try and dabble and doing quite go all in, but if you know with absolute certainty that there’s no way this is going to fail, it’s going to take you a bunch of times, but you know that’s it’s gonna work. It’ll push you through the hard nights, the failures, the funnel flops. But it’ll be worth it. I promise you guys it’s worth it. It’s not only worth it for you and your family, because the money that comes from it is amazing, but it’s worth it for the people you are serving with the products and service you are creating. You will touch their lives in a way that doesn’t make sense to you now, but when you see it and you see the fruits of that, it’s pretty amazing. So I want to leave that with you guys today. I hope that helps. I’m at the office now. I’m going from the new amazing office to the old crappy office. In the old crappy office two more weeks or so, then we’re out of here. Appreciate you all, thanks so much for listening. If you enjoyed this podcast, or any of them, please go to iTunes and rate and review us, I’d appreciate that. Please become an affiliate for Marketing In Your Car, free MP3 player, let people know about it because that’d be cool. Thanks you guys. Appreciate you all, have an awesome day. Bye everybody.

Steve: Hey, everyone. This is Steve Larsen and welcome to Sales Funnel Radio.   Speaker 4: (music starts) Welcome to Sales Funnel Radio, where you'll learn marketing strategies to grow your online business, using today's best internet sales funnels. And now, here's your host, Steve Larsen. (music ends)   Steve: All right you guys. Hey, I am super excited. Today I've got two very special, kind of unique guests on the podcast. As you guys know, a lot of times, I record my own thoughts on things that Russell and I are doing to make marketing awesome, but I like to go and interview other people as well. Today I've got on the show with me, it's Dallin Greenberg and Kristian Cotta. These guys have a pretty awesome unique way for building funnels. Anyways, I want to welcome you. Thanks for joining me.   Dallin: Appreciate it.   Kristian: What up.   Steve: Hey. I actually was thinking about it and Dallin, I don't even remember how we actually met. It wasn't that long ago, was it?   Dallin: Ah, no, not very. Just a couple weeks.   Steve: Just a couple weeks ago.   Kristian: I think Dallin met you the way that him and I kind of joke about he's the black box back alley hacker. He does all the ...   Dallin: If there's someone I want to meet, I find a way.   Kristian: He's the unconventional guy. You won't find his practices in a book or a manual.   Steve: Crap, that makes me a little nervous.   Dallin: Yeah, don't mess ... I told Kristian the other day ...   Kristian: Not black hat, black box.   Steve: Yeah. We can call it whatever we want, right? No, just kidding.   Kristian: Yeah.   Steve: Well, hey thanks for-   Dallin: I told Kristian, the other ... Oh, I'm sorry.   Steve: No, no, you get a say. Thanks for letting me wake you up at the butt crack of dawn and still being willing to share some cool stuff.   Dallin: Yeah.   Steve: How did you guys start meeting or working with each other?   Kristian: I'll let Dallin take that one.   Dallin: Yeah. I was working on a kind of unique project. We had a guy up in Scottsdale that owns a software. He's the developer. It's a software that does algorithmic stock trading and he was stuck with his marketing. He's a big guy. He's got a lot of stuff going, but anyway, we were trying to help him get some plans going.     I had actually watched Kristian on Periscope. I'd met a lot of guys on Periscope and one day I noticed Kristian was actually in Chandler, which is only a few miles away from me. Like I said, if I see someone, I'm going to find a way to meet him, so I'll comment in his Periscope a few times and little by little, end up getting his contact info. Day later we're in a Starbucks together talking about a plan that we can do, well I was more impressed with Kristian, what he was doing. My partner that I was working on with this marketing plan for this software developer, we were on kind of different pages. I have a background in sales and Kristian's dynamic was a little more my still, so my partner ended up leaving and I ended up asking Kristian, "Hey, is there anything on the side that you're working on or that I think we can do together?"   Steve: Mmm.   Dallin: Badda bing badda boom. We've ... I feel like it's the perfect love story. We've been hanging out pretty much ever since.   Steve: As long as he says the same thing, I guess that is true, right?   Dallin: Yeah. Yeah.   Kristian: Yeah, no. The funny thing, Steve, about Dallin is I'd been with ClickFunnels, I was one of the first 50 people that signed up for the beta version of ClickFunnels.   Steve: Wow. You're from the dark ages, Man, that's awesome.   Kristian: Dude. Yeah. We were just talking yesterday because we literally I mean the crazy part ... I'd been so resistant to start using Actionetics.   Steve: Yeah.   Kristian: Until I had to transfer from Infusionsoft to AWeber, AWeber to ActiveCampaign and we're trying to do something and it's like, "Dude, why don't we just use Actionetics?" It's all in here." I'm like, "Fine." We're switching everything over and I needed ... I'd been doing funnels and learning about ... like when I first signed up for ClickFunnels, I didn't know what a funnel was. I wasn't even sure what Russell had explained to me. It just sounded so cool and I was like, "Dude, I'm going to figure this thing out because what he's talking about and the numbers, I'm like, "That's what I need to be doing. That's it." I been doing this for two and a half years, which is kind of a long time in funnel years.   Steve: Yeah. Yeah, it is.   Kristian: It's not really that long of a time in regular terms, but I got on Periscope and started kind of talking about my business. At the time, I was trying to grow this fitness, be an online fitness guy.   Steve: Yeah.   Kristian: I'd used funnels to grow an email list of 3,500 people and I got on to Periscope and nobody cared about the fitness. They wanted to know how I was growing my email list and how I was doing my, how was I doing this business.   Steve: Interesting.   Kristian: Then I kind of became one of the funnel guys on Periscope and was a speaker at the Periscope Summit. I got this notoriety on Periscope for, they call me the King of Funnels. I'm like, "No, guys. I know some really big funnel guys on Periscope." They're like, "No, King of Funnels."   Steve: Wow.   Kristian: It's been like two and a half years of this little journey of learning funnels where it's been ... I'll tell you the three guys I credit everything to are Russell, Todd Brown and [Lo Silva 00:06:09].   Steve: Mmm.   Kristian: I actually had just finished the PCP coaching program with Todd Brown and those guys. Dallin, when he came to me was like, "Dude, this stuff you're talking about is awesome." I said, "Well, let's, I need a guy that gets it. That is driven and ... " that was Dallin. Now we've got this little, little agency we're trying to scale.   Steve: That's awesome, because good partners are hard to find. I remember I started doing this back in college. My buddy and I were driving traffic for Paul Mitchell and we were doing all this stuff. I ended up firing, going through nine different partners. It's cool that you guys found each other, you know what I mean? That's pretty rare just right there.   Kristian: Yeah. If you go back and talk about Dallin's ... there's a couple of key things that I was looking for, because I have an entire course. You love Periscope. I saw some of your Periscopes on YouTube and ...   Steve: Dang it. Man, those were the new days for me.   Kristian: Yeah. I was a speaker at the Periscope Summit in January.   Steve: Cool. Wow.   Kristian: Dallin's helped me develop this program and it's something that we've rolled out in beta and we're going to roll out as a digital product. It's called the Live Video Funnel. I've been working with Todd Brown and the guys at MFA on the entire sequence and the packaging and all that kind of stuff. They're calling Kurt [Malley 00:08:00] speaking at Marketing Funnel Automation Live in October and one of the things they're saying is that the biggest opportunity of 2017 is, they call it the Facebook Live Funnel, but I'm going to let you guys in on a little note. Facebook Live and Periscope don't work the same way. Even though they're both live video, they're different, so Dallin ... I needed somebody to help me with that aspect. I couldn't ... to be honest, you know this Steven,   Steve: Yeah.   Kristian: I couldn't do all that, every single thing, every single aspect of a funnel.   Steve: No.   Kristian: The script writing, the copy writing, the editing, the videos for the VSL's, the strategy, the email marketing sequences, all the social media.   Steve: Yeah.   Kristian: What I'm really good, compliments what Dallin's really good at, like I said, his ability to get in on Facebook and recruit people. He has this really strong sense about building a team, which is one of those things that ... we both get along with people, but Dallin's good at that recruitment process. When you want to build and scale something and you need the right people, you need somebody like that.   Steve: That's awesome. That's awesome. Yeah, it's hard to find that stuff. Dallin, you and I, we were talking a little bit about some of the trials you guys went through. Obviously individually you do, but you guys met each other, what have you guys been working on and I guess what was the ... What are some of the issues you guys have run on, I guess, getting to where you are. You know what I mean?     Unspoken stories, you know that where none of us put in our marketing hardly ever unless it's part of our sales letter. "I was in the dumps, but now I'm flying high." These are like, really what kind of issues did you guys run into what you're doing now? What are you doing now, first of all?   Dallin: Well, the majority of our issues actually are from more individual sides. We're actually doing really good with our projects together.   Steve: Mmm.   Dallin: Your typical issues you run in together are testing. That's what funnels are, right, it's testing, testing, testing, testing. There's always that down side until you ... it's just a numbers game, right, until you find something that works. As far as the personal side, because I believe that this kind of runs, this is the fire that's on the inside, the Y factor from what I call it, right. My background's in sales, so I did door-to-door for years. I think, Steven, you've mentioned that you flirted with that a little bit but, I was really good at it.   Steve: Yeah. Yeah. That's like, I'm sorry to interrupt, but that's one of the best educations I've ever had.   Dallin: Yeah. Yeah.   Steve: I've got a marketing degree and I don't know what I learned from it. You know?   Dallin: Well, that's actually just what I was going to say. I was going to school for business and marketing and be honest, my classes were super redundant. I hated them. I was like, "Man, this is for years I've been planning on doing this and ... " Anyway I got into sales and I did pretty good at it. I just kept going. I ended up doing more recruiting and for six, seven years going out on the summers and taking a team out and helping manage and recruit and sell.   Steve: Yeah.   Dallin: You learn so much from just talking to people, the sale cycle, funnels, a different type of funnel, right?   Steve: Yeah.   Dallin: Learning how to build value to the point where it doesn't matter what you ask for money, because they love it so much that they're going to buy. It taught me a lot. Well, long story short, I made my transition. I was doing alarms and home automation. I made my transition with this solar boom.   Steve: Mmm.   Dallin: Solar's on fire and fortunately for us, we live in Arizona, one of the sunniest places in the world. Solar was hot, but a lot of stuff was happening politically. A lot of the utilities are trying to shut down solar here just because of different costs. It's a mess. They succeeded and actually the utility ... There's two main utilities in Arizona. They succeeded shutting down solar where I live.     In order for me to get work, I'd have to go an hour a day just to prospect clients, let alone keep my pipelines, my relationships, my contracts, everything going, because they're longer projects. It was really funny because I was really bummed because I was really excited about this transition. It was a huge jump for me because we were so comfortable with what we were doing, making awesome money and it was kind of just this really big leap of faith. Well, last April, fast forward a little bit, last April, our little girl, our daughter, she was four years old. She got diagnosed with leukemia.   Steve: Oh man.   Dallin: When that happened, we literally were going to leave for another summer, two days after she was diagnosed. It was crazy. Everything was just happening and days and days and days sitting in the hospital. I had always wanted to do something online my whole life, but I didn't want to ... I didn't know exactly what was happening. I didn't know where I wanted to put my foot in. I didn't want to mess with inventory and selling one off things. I wanted to do something on a big level. I just didn't know how to do it.     In the hospital you got a lot of time to yourself and so I'd study these things. I'd start looking at different processes. I'd find patterns. I would sign up for everyone's email list, not because I cared about their product. I wanted to see their system. I wanted to study the funnel. I wanted to study the email sequences and I started seeing the patterns.     That's when I kind of got into a lot of this other stuff with Periscope and live stream. I was like, "Man, this is the future. I get it." I think every guy that's doing any sort of digital marketing has a day where they, it kind of clicks and they say, "Holy smokes. I can really ... This is powerful. This is how you can reach a lot of people." What everyone wants to do is have a voice and do something.     I ended up switching my major, going to school for persuasion and negotiations were my sayings. I was a business communication major and I had that emphasis in persuasion and negotiation. Looking back on everything now, it was just perfect. Everything kind of worked out really, really good. I was kind of like, my little side, so we really hit this kind of rock bottom where it was like ... financially we took a massive hit because I wasn't able to go out, drive an hour and do all this kind of stuff. This last year-   Steve: Yeah. You needed to be home. Yeah.   Dallin: This last year has really been an investment of my time and I just kind of feel like I went back to school. I feel like I'm getting way more out of this school than four years of collegiate, right?   Steve: Easily. Man, how's your daughter now? If you don't mind me asking.   Dallin: She's awesome. She's in a maintenance phase right now, got another year left of treatments, but she's ... hair's back and muscles coming back and went back to school. She's in a really, really good spot right now. Appreciate it.   Kristian: She's strong too. You should see her.   Steve: Really?   Dallin: Yeah.   Steve: That's amazing.   Dallin: It's from everything that she went through. She got down to, had to relearn to walk, lost all her muscles. She was a little skin and bones and now she's this little muscle ball.   Kristian: Now she's a beast.   Dallin: She's awesome.   Steve: I appreciate you guys sharing that kind of stuff. I mean it's ... because most of the ... I've never interviewed anyone on this who hasn't gone through something crazy, you know. It's not like the path is always clear, either. Usually it isn't.   Dallin: Yeah.   Steve: There's a lot of times I wake up and come here, I'm like, "I don't even know. I know I got to work on something, but I don't know what." It's like going through this hazy fog, so I appreciate that. Then there's all the personal side and all the things going on. Yeah, I first started getting into this stuff, little bit similar with door-to-door sales. I started looking around going, "What the heck?" We're driving out and there's all these billboards everywhere. I was like, "People call these things ready to buy." I'm knocking on people's doors all day long and they're not wanting to buy it when they wake up. I've got to go convince people who weren't planning on spend money. Like, "How do I do this?" I start putting ads everywhere and that's how I started getting phone sales and stuff. I was like, "There's something to this." Anyways, I-   Dallin: See, that's funny because I was kind of the same person. All the other managers are, "Dallin, stop trying to reinvent the wheel. It works."   Steve: DS, yeah.   Dallin: DS, this. I'm like, "No, guys. There is a better way." My motto in everything in life is there is always a better way. I don't care what you say and what's working. Something can be tweaked and something can be done to scale.   Steve: Yeah. Yeah, definitely.   Kristian: Which is funny, because Russell always says, "You can tell the pioneers because they're lying face down with arrows in their back."   Steve: Yeah.   Kristian: I guess in this case, it wasn't really pioneering. You were trying to find the people laying face down.   Steve: Yeah. Yeah.   Dallin: Yeah.   Steve: Side stepping all the other people who were already face down because they knocked 400 doors that day, right?   Dallin: Yeah, seriously.   Steve: What are you guys working on right now though? You guys mentioned that there's some awesome things going on. What's your current funnel, if you don't mind talking about that? [inaudible 00:18:19] sounds like, maybe ...   Kristian: Dallin said like perfect timing. I feel like it has been. We joke about being a startup because ultimately we are, to the point that we're even in the process of creating our business plans and our SOP's and all that kind of stuff, so that we can talk to some investors. We have some investors that we're talking to in order to really have the capital that we think we need to be able to scale this thing quickly, instead of Facebook ads tested at $10 a day for 50 weeks.   Steve: Yeah. Yeah.   Kristian: Yeah. The whole reason I got into learning funnels was, you guys talked about door-to-door sales and I have 15 years of commercial real estate experience. I worked with clients like L.A. Fitness and McDonald's. I represented McDonald's for the state of Arizona and Burger King and Taco Bell, so pretty big name companies.     There's a lot of guys that would be happy with that, but the problem I had was that I kept looking at the deal size of what I was doing. It was constantly kind of like this feast or famine situation where you either had a huge check or you had nothing. Literally, nothing. It kind of got to the point where I was like, "Man, there's a better way to do this." Very similar. You guys hear the consistent theme here? There's a better way.     That was kind of the first step of me saying, "I'm going to figure out how to streamline this" so that it wasn't even so much ... I just kept seeing all the guys that were buying the properties doing all these big deals. They weren't even in real estate. They had these other businesses that were generating cash flow and here I am putting these deals together that are making, Dallin and I had this exact conversation, making these guys over a million dollars and they're like, "Oh hey, thanks. Here's 40 grand."   Steve: Yeah. Yeah.   Kristian: What's wrong with this equation? I'm the one that did the whole thing, the financials and all that. I just didn't have the money. That was the start of it.   Steve: Yeah.   Kristian: Then you add on top of it that we got into a network marketing company and did really well, but we got stuck right under about 10 grand a month for like 18 months. It turned into another full time job where I was 40, 50 hours a week at every Starbucks from east to west meeting people. I'm like, "This is not working."   Steve: Yeah.   Kristian: Those two combined, I was like, "If I get online, I can figure out how to do both of these. I don't have to pick because I can leverage myself."   Steve: That is kind of the funny thing I learned about ... because I got into an MOM. I went and did exactly what my upline was saying. Got 13 people my first move.   Kristian: Oh, wait, your [inaudible 00:21:42] not duplicatable.   Steve: No. Not at all.   Kristian: I don't care. If I find enough of the right people, it won't have to be.   Steve: Yeah. Yeah. My first month, I recruited 13 leeches. Man, they wouldn't do a dang thing unless I was like pushing them in the back with a cattle prod. I was like, "Ah. There's got to be a better way to do this." That's why I took it online and did a lot better. I definitely relate with that.   Kristian: Yeah. The crazy part about this is, like Dallin was saying, he's, shoot, some of the advanced strategies ... Dallin's has this like ... he understands and can see what the outcome is that we're trying to do. He gets it. He gets the whole flow and process of this, of how funnels work. He's been studying them. I just think for a big part, he just needed to connect certain pieces and be able to see what's going on behind the scenes that you can't see online.   Steve: Yeah.   Kristian: We talk about ... the hardest part about knowing how to do funnels is focusing because when you understand it and it clicks and you realize what you can do, it's like .... Someone starts talking you're like, "Oh my God. I know how to make money with that. Oh my God."   Steve: Yeah.   Kristian: It's like entrepreneurial ADD exacerbated.   Steve: Yeah.   Kristian: Forget entrepreneurial ADD. This is like an entrepreneurial ADD addiction.   Steve: Yeah.   Kristian: That's the issue, so we've had to get very focused on okay what's the quickest and most pressing thing at the moment that we can make money with, so that we can reach our long term goals. Like I said, Lo Silva is one of the guys that I credit a lot of what I learned from. There's three little things that I take from them and that's think big, start small, scale fast.   Steve: Interesting. Think big, start small, scale fast.   Kristian: Yeah, that's kind of our little mantra.   Dallin: Yeah. That leads into basically what we're doing now. Our whole plan without getting too much into detail is we have a very, very big picture. Just like a funnel, we have our personal value ladder. Our big picture is more in investments, real estate, things like that. Those are our high tickets. Right.   Steve: Yeah.   Dallin: For the time being, we need to make sure that we couple that with clients, so we have our lead gen system, our agency that's doing multiple things, SCO work and funnels, and social media strategies and management and that way it can help us scale. Our agency essentially fronts the bills and I guess the best way to put it is we want everything that we do to be self-sufficient. If we build something, the entire goal-   Steve: Keep it in hands.   Dallin: Well, yes and no. The entire thing is for that project to sustain itself, so you understand once you get going with your Facebook marketing and such, it gets to the point where you reinvest X amount back into it. Then it lives, it breaths on it's own kind of. It just needs to be monitored, right.   Steve: Yeah.   Dallin: If we have this solid balance between us of we have clients coming to us for done-for-you services, that's awesome. That's cash. That keeps us busy. That keeps workers of ours busy. Then in the meantime, if we can couple that with 40, 50% of our other time for in-house projects, because Kristian and I already have entrepreneurial ADD, we're always thinking of ideas. We always have something going on or a lot of times a client that comes in has something that sparks an idea.   Steve: Yeah.   Dallin: We'll, like you said, we'll keep them in-house and then we funnel them. We get them to the point where they self-sustain and all of a sudden, we have our house projects, our client projects and it's just a very healthy business model. You don't see a lot of very sustainable and scalable models. You know what I mean?   Steve: Yeah.   Dallin: Especially, because I've been with very, very, very big companies with these companies I've sold for and you find ... one of the things I like to do is study patterns and development. I'm really into the business development side of things. You look at the ones that have made it, that have succeeded and that are scaled to the massive, massive billion dollar companies and that's kind of what they do. They make sure they have kind of that happy medium, that solid balance in all these different areas and factors and that's kind of what we're trying to do.     One of the projects we're working on right now is a political campaign funnel. This is just one that's easy to scale and we're just pretty much hacking it and taking advantage events which one of the things coupling social media with funnels is current events, man. That's, they kill. If you can find something trending and good and that has ... that you can milk for a long time, you better believe we're going to find a way to make, pinch money out of it, right.   Steve: Yeah. Isn't it the-   Dallin: I'll let Kristian talk about that.   Steve: The political campaign funnel, is that the one you downloaded I think from Sales Funnel Broker?   Kristian: Ah, no.   Steve: Maybe that was you, maybe it wasn't. I don't know. There's some guy, he downloaded it and came back and he's like, "This is the coolest thing ever." I was like, "Just the share [funnel 00:27:53] free one I got from someone else. Glad you like it."   Kristian: Yeah, no. I got the idea from actually from Funnel ... I got part of the idea from Funnel U. To be honest, as much as we know about funnels, something clicked when I watched Russell's video inside the membership site for the political bridge funnel, where it was like, "I see it." It was that coupled with the, the funnel stacking I got that whole idea of moving them from a front end funnel to a webinar funnel to a high ticket and how you stack those.   Steve: Sure.   Kristian: Bridging and when all the sudden the bridging made sense to me, I said, "Oh my God." Just like what Dallin was talking about here. Ultimately our goal is to, take the same amount of time to do all this work to go and work with somebody and do a commercial real estate transaction, where we're an investor or we're buying the property and people are investing with us, as it does to sell a t-shirt. Just time is time, it's just the size of the value and how you frame your mind around it. We are in the process of growing our agency. The whole point of it is to, if you think of construction companies, really good construction companies constantly have work that's in place to keep their employees working, so that they have the best team, right.   Steve: Mmm. Yeah.   Kristian: That's what they're always talking about is we just have to keep work so we can keep these guys busy. It's not about keeping them busy, but we also want to have the team in place because ultimately when we have our ideas, we can get them shipped quicker.   Steve: Yeah. I've been approached by a few people lately and they're like, "I got these awesome guys. I absolutely love them." He's like, "What work do you have? I just don't want them to go anywhere else." He's like, "I don't care what it is. I just got to bill."   Dallin: That's exactly what it is.   Steve: Yeah, interesting.   Kristian: Yeah. That's the idea, but to get back to what we're doing right now is I got the idea of how Russell explained the political bridge and my dad had ordered 100 t-shirts from my best friend. My best friend did all the screen printing for the Super Bowl in Santa Clara.   Steve: Jeez.   Kristian: He's got one of the largest screen printing companies on the west coast, based here in Phoenix. He has a company very similar to what Trey Lewellen started with Teespring.   Steve: Interesting.   Kristian: He's set in and he came to us and said, "Hey, why don't you partner with me and just handle the marketing on this." He's talked to me about doing some marketing for them for different aspects of their company. Now we're working together and the whole idea came up I said, "Well, you know what? I think I can do it." Before I was hesitant because I was like, "Well, I'm in the digital media space. I'm selling digital products." That was big hangup was I've got to sell to these entrepreneurs.     Then when this political bridge funnel that Russell talked about when he talked about how you move people from this list to this list, I went, "Oh my God. I can build a list in anything. I can just bridge them." It was a combination of that video inside of Funnel U and my participation in Todd Brown's PCP, Partnership Coaching Program, where they were really working on educational based marketing, and script and copy writing. The confidence level in my own ability to write copy had shifted to where now MFA is outsourcing some of their done-for-you client work to Dallin and I and having me write copy and script for their video sales letters.   Steve: What?   Kristian: Yeah.   Dallin: That's real, man.   Kristian: That tells you the ...   Dallin: We scale fast. Remember that third principle. We scale fast.   Steve: Yeah. Yeah. I wrote all those down. That's amazing. What's funny is that people don't realize that it literally is the exact same amount of work to do a small company as a big one.     My buddy, I mean as far as building a funnel and things like that, my buddy and I were building an [inaudible 00:32:11]. It was the first funnel I ever built with ClickFunnels and it was a smartphone insurance company and we were ... we got out of that for a lot of reasons, but it was interesting though because I was building it. We put it all out. That's actually when I got into ClickFunnels and it was right after ClickFunnels left beta. I was like, "Hey, I'm going to build this whole thing out before my ClickFunnels trial runs out." I'd never built one and I just killed myself for the next little while. We got it out.     Then this guy approaches me in Florida. He's like, "I need a funnel for some of my ..." He was selling water ionizers or something. I was like, "Oh man. This is a big company. They're already making a couple million a year." I was blown away. I was like, wait, this is the same exact amount of work as it was for the small little startup. Anyways, I thought that was interesting you said that.   Kristian: Yeah. That's what we talk about is that it's easier to work with those bigger companies. They get it.   Steve: Yeah.   Kristian: You work with the smaller companies and they're worried about how much money it's going to cost them. The reality is that the more we put ourselves in a position to work with guys like you and Russell and guys like Todd and Lou Coselino and David Perriera and all them at MFA, they're saying, "Man, why are you, how come you're not charging double and triple?"   Steve: Yeah.   Kristian: Dallin and I are sitting here like seriously if they're willing to pay us to write scripts for, to outsource their ad copy to us for some of their client work, what's that say? I mean, we're literally working with, doing work for the guys that are considered the best in the industry.   Steve: That's ... Yeah. Yeah.   Kristian: It's just a mindset shift is what it is. That has made it a little easier to have a conversation with someone and say, "You know what? We can take on this project. Here's how much it is."   Steve: Yeah.   Kristian: They're like, sticker shock. Well, sticker shock. You can go and just have someone build the pages for you, but it's not going to convert. I know that for a fact because copy os what converts, right.   Steve: You know Tyler Jorgensen?   Kristian: You know what, it sounds familiar. I think I-   Steve: He said the same thing to me. He's like, "You charge 10 grand to build a custom funnel?" I was like, "Yeah." He's like, "Why not 15?" I was like, "I don't know. I'd never thought about that before." I thought 10 was kind of the mark. He's like, "No, no, no, no. I'd do 15, 20, 25." I was like, "You've got to be kidding." That is is just a mindset shift. You'll get better people to build for anyways, whatever it is.   Kristian: The big thing for us-   Dallin: True and at the same time ...   Kristian: Yeah, I don't know.   Dallin: You there?   Kristian: Yeah, you cut-   Steve: Kind of lost you there.   Kristian: The big thing for us is really to build a team, Steve, and to have that team in place and be able to have people that focus on all the different areas of the funnels, so that they get really, really good at that. They don't have to know the whole process because that's what I've spent the last two and a half years doing, right.   Steve: Wow.   Kristian: They can be part of this and be part of building something and helping these clients and really enjoy what they're doing. Then, like I said, when we have these ideas we can ship them. I know you want to know and your audience probably wants to know what it is that we're doing, which is what got you in. I mentioned my friend, Bryant. He's got this company like Teespring. He's got everything in place to roll this out. We had this idea for how to start doing that. We took advantage of knowing that the campaigns going on right now. I mentioned to you I think my dad bought like 100 Trump t-shirts from him. I was like, "Those are really cool shirts." My dad's like, "Yeah, man You should do this funnel stuff and figure out how to sell these to everyone. Look how crazy everyone is about Trump. Trump's going to kill it." At the time, it was still in the Republican Primaries. I'm like, "Well, I don't want to go build a funnel."   Steve: Yeah.   Kristian: "Then trump doesn't win the primaries." But as he started pulling away I'm like, "Oh, let's start testing some stuff." We tested one funnel and surprisingly the Facebook campaign got a lot of clicks, but there wasn't a lot of opt-ins and conversions on the funnel. What it did and I think this is one of the biggest skill sets that people who are elite develop versus people that are frustrated and saying this isn't working for me is understanding the information that they're getting and what to do with it. You might not have a winning campaign or a funnel that's making money, but to understand what kind of info you're getting and how to use that to do the next thing is that whole testing process is what separates those that are killing it from those that are getting killed. That first funnel that we did, didn't make money. Not at all.   Steve: Yeah.   Kristian: I mean it lost $1,200. I went to Dallin and I said, "Dude, this is awesome." He's like, "Huh?" I said, "Look at the retargeting list that we got." Then we went and we tweaked this and I said, "What if we change the front end," and at that time Mike Pence had just been named Trump's VP. I'm like, "Who the hell is Mike Pence? I never heard of this guy before." I started asking people, they're like, "No." Unless you're from Indiana, you don't know who Mike Pence is. I go, "Should Trump have picked Mike Pence? Isn't there someone else." I'm like, "Boom. Is there a vice presidential debate in the Republican Party?"   Steve: Yeah.   Kristian: We created a little mini survey around is Mike Pence the right one. First of all, you've got all these people that love Trump and they're hardcore republicans and now you're creating an internal debate. Everyone wants to voice their opinion, but they don't want to be judged.   Steve: Yeah. People get pretty intense about that for sure.   Kristian: Yeah. We created a mini survey.   Dallin: Oh yeah.   Kristian: We created a mini survey and we had this retargeting list from the first time and we started running ads. I didn't expect and I don't think Dallin either, that it was going to do as well as it did, but I mean, we had in less than 12 hours, we had 500 email opt-ins.   Steve: What? Oh my gosh.   Kristian: I was like, "Oh my God." I'm like, "Holy crap." I'm like, "What the hell's going on?" Of course the first goal is to try and get the funnel to break even. What we had to do was we were getting so much information so quickly that we really had to be on our toes and make adjustments and modifications. What we figured out through the first week of testing this is there's so much activity on this funnel. Just to give you the stats, after what was Dallin, really 6 days of running the ads, we got 2,600 email subscribers?   Dallin: Five and a half, yeah.   Kristian: Yeah. Five and a half days, we got 2,600 email subscribers.   Steve: Wow.   Kristian: K, the funnels not at break even, but here's what I want whoever's listening and whoever wants to take this information understand is the testing process. We figured out between two front end offers-   Steve: Which one was the winner.   Kristian: Which one's working better.   Steve: Yeah. Which one's the awesome one. Yeah.   Kristian: It's still not winning. Our free plus shipping is not, it's not helping us break even. The reason for that is because we're getting so many opt-ins. On a normal free plus shipping, you're not getting as many people clicking on the ads, right.   Steve: Right.   Kristian: Well, we're getting 5, 6 times the amount of people subscribing to the email-   Steve: Would you, in that scenario, would you ever try and get even less people. It'd be counter-intuitive maybe, but I would just start tweaking the free plus shipping, I guess.   Kristian: No. No. Well, no. We can't-   Dallin: The strategy-   Kristian: Yeah. We can't really tweak it because it's not like we're going to offer anything cheaper than free plus shipping. When you start looking at all the different things we can offer, there's not a lot of options, but here's what Dallin and I have figured out is that we think we've created a new funnel. It's not really new in the sense of what you and I and Russell and all these other guys think of.   Steve: True.   Kristian: In terms of Russel and [Daygin Smith 00:41:29] coming up with the black box funnel, right.   Steve: Yeah.   Kristian: It's just soft offer funnel, a front end soft offer. We think that we've come up with what we call a backdoor funnel.   Steve: Interesting.   Kristian: You get so many people on your email list. You get as many people to take the first offer and you get as many people to take your upsell as possible to figure out how close to break even you can get. If you look at 2,600 people, we go back and look at the numbers, only about 115 of those 2,600 ever saw the offer.   Steve: Huh.   Kristian: Now we have an opportunity to present those people with the offer again. Well, how do you do that in a way that's going to get a lot of people to open the e-     All right. Want me to ...We cut off here at the point of high dramas. As I was mentioning, we got so many email subscribers and such a lower number based on the email subscribers because we didn't expect to have that many, that we still weren't at break even, but we have a ton of people that we can show an offer to. It's a little different obviously because our price points ... We're doing apparel and things like that.   Steve: It's like delaying the offer almost on purpose, right. I mean this is ... awesome.   Kristian: Yeah. Remember, we started this whole thing with a survey, right, something that people were very passionate about, so a lot of polarity in there. They want their opinion-     They also want to know what everyone else thinks, where they fall in line here. We thought, "Oh my God. Somebody that votes, that voices their opinion, takes the time to put a vote in wants to know what the results are." We created a results page that shows them the results and has a special offer that all those people haven't seen. When we send it in the email and we tell them here's the results of the survey, the open rates are and the click through rates are sky high.   Steve: How long are you waiting to actually send them this results page?   Kristian: A couple of days, so-   Steve: Oh really. Wow.   Kristian: Yeah. I mentioned Actionetics. The whole reason that we started doing this is because we wanted to ... since we're having people take a survey and we're offering them this gift, we want to make sure we get as many people that take us up on that gift for taking the time to vote. We have a few of those triggers built in there, "Hey, don't forget to grab your free gift. We noticed you took the time, maybe something happened. Go back here and grab your gift." Then we make sure that everybody sees the results page a couple of days later.   Steve: A couple of days. That definitely is a different style for sure. You don't think that hurts conversions at all?   Kristian: No, I mean. It's a survey, right?   Steve: Sure.   Kristian: The point of high drama and the suspense and all that. We're still testing it, again, like I mentioned earlier that the biggest thing I think that separates those that are successful and those that aren't is to understand the type of information that you get.   Steve: Yeah.   Kristian: We may found out that we need to send the results sooner, but we don't know. We've got to test.   Steve: It's interesting positioning too of you saying, "Hey. It look's like. Thanks for taking it. Here's your results. I don't know if missed this, but just jump back and get that." That's interesting. Like they missed it. They missed the gift.   Kristian: Yeah. Yeah. "You forgot to grab your gift." That's our first step and then in the email that comes after they've taken the survey, "Hey, we're in the process of tallying up the results. We'll send them to you as they're updated."   Steve: Interesting. It keeps the loop open, basically.   Kristian: Hmm-hmm(affirmative). Exactly. Exactly.   Steve: Man, that's awesome. Well, hey is there a URL that we can go check that out on? I don't want to pollute or dilute any of your stats, so if not that's fine, but ...   Kristian: Yeah. We're just running ads to this right now.   Steve: Good.   Kristian: We're in the process of, like I said, this was just an idea that my dad came up with. I've got to give him credit for the initial idea, but now it's turned into kind of a new business entity, right.   Steve: Yeah.   Kristian: We're growing this email list and the concepts that Russell talks about the how to bridge funnels and lists and things like that. We're starting to build a list now in that republican, conservative, survivalist category. We're going to take it a step further and build out a home page and start doing some different stuff with it.   Steve: That's interesting. You're going to go through and who's going to keep opening all the emails over and over again, looking at all the stats of all the people around. These are the hyper active political caring people. You know what I mean? That's awesome. That's a really clever way to segment out those people. That's fantastic.   Kristian: Yeah. Yeah. You never know where your next business entity is going to come from.   Steve: Interesting. Gosh, well, hey, I know we've been on quite a while. Thanks for dropping all the bombs of gold you guys did. I don't know what happened to Dallin, but ...   Kristian: Yeah. He just texted, said thank you. He's trying to get back on, but I know we've got to take the kids to school and stuff, so-   Steve: Awesome. Well, hey man, I appreciate it. Thank you so much and this was awesome.   Kristian: Well, thank you so much. I appreciate it, Steve. Love meeting new people that are doing the same thing as us and glad that we can reach more people that are trying to learn how this works and kind of help them understand the process and that if they just stick at it and keep testing. That's really the big thing I think is testing and learning is how you get better at it.   Steve: You're kind of a scientist going through this, for sure. Going in an industry you know will make money obviously, but whatever you're doing specifically, you might almost always be the first. The think big, start small and scale fast. That's huge.   Kristian: Yeah. If anyone wants to connect with us, Dallin and I are both on Facebook. We mentioned Periscope. I do a lot of broadcasting on there with what I call the Live Stream Marketing Funnel Show. We're rolling, if people are interested in learning how to use live video, we've got that coming out. Yeah. Connect with us on social media. Kristian Cotta and Dallin Greenberg.   Steve: Okay, yeah. Then you've got the Health Success Podcast. Guys, go check him out at Health Success Podcast as well as he said Live Stream Marketing?   Kristian: Well. Yeah. Just go to KristianCotta.com. It'll take you right there.   Steve: Cool. Awesome.   Kristian: Kristian with a K.   Steve: Kristian with a K. Cotta, right?   Dallin: I'm in.   Kristian: Kristian with a K. Cotta. Dallin's in here. He just got back in.   Dallin: Dude, I don't know what happened. I was getting all excited what Kristian was saying and then just cut off.   Kristian: It's the point of high drama, that's what we were talking about.   Dallin: I know. It was. That's what I told Amy. Is it over?   Steve: It is now.   Kristian: Yeah. We're just wrapping it up.   Steve: Awesome.   Dallin: Sorry.   Steve: It's good. Hey, thanks guys so much.   Kristian: All right. Take care, Steve.   Dallin: See you man.   Steve: All right. Bye-bye.   Speaker 4: (music starts) Thank for listening to Sales Funnel Radio. Please remember to subscribe and leave feedback. Have a question you want answered on the show? Get your free t-shirt when your question gets answered on the live Hey Steve Show. Visit salesfunnelbroker.com now to submit your question. (music ends)

A glimpse behind the scenes of our new offer that we're rolling next week. On this foggy episode Russell talks about the rebirth of the continuity program, and why he thinks the continuity program is so valuable. He also discusses Funnel University and why it's unique. Here are 3 fun things in today's episode: Why Russell thinks he will see tons of other continuity programs popping up in the next few months. Why Russell is also bringing back the video sales letter. And what Russell sees as his role on the internet right now. So listen below to get excited about Funnel University, continuity programs, and video sales letters. ---Transcript--- Good morning, everybody. Welcome to a foggy Marketing In Your Car. Alright, so I'm driving through the fog right now. It reminds me of, have you guys all seen, what's it called, Rudolph the Red nosed Reindeer, the old clay-mation one. Where Yukon Cornelius and them are running away from the abominable snowman and they're going through the fog, and he's like, “this fog is as thick as pea soup.” Anyway, this feels like today, we're going through pea soup, I can barely see the stop lights in front of me. But it'll be fun, so that's kind of what's happening. So today, I'm excited. I've been kind of on lock down. I feel bad, I haven't done a Periscope this whole week. At least I've been talking to you guys right. I've just been in work mode, it's been awesome. I had, I think it was Monday I had a bunch of calls and meetings, and Tuesday same thing. I can't remember, anyway. But Wednesday and Thursday, all I did all day was build a new funnel we're launching called Funnel University. I'm so excited. I'm so proud of it. But, I want to call my shot so I'm going to pull a Babe Ruth on you all and I'm going to call my shot. So, I look at what's happened to our marketplace since we launched Clickfunnels a year and a half ago. And back then there were people doing a lot of things, and since then we kind of launched really hard and heavy with the Webinar Funnel and the High Ticket Funnel, that's what people have seen. And it's been interesting as I've watched my clients, my students, and even Clickfunnels members as a whole, everyone seems like they pretty much…not that they only have, but as a whole the masses have focused on…and also excuse me, Trip Wire funnels, the masses have focused on those. There's been Trip Wires, there's been Webinars, High Tickets. And I would say 98% of pages I've seen in the last year has been one of those three things which is cool, which is awesome cause those are the ones we've been pushing hard. You know people are funnel hacking me and the process and then everyone else is doing it and funnel hacking each other. It's been fun and interesting. But what's been weird for me, cause I've been doing this for a long, because I think this is year 12 or year 13 for me. I've been doing this a long time, and I see cycles of what people are focusing on, what they're doing, how they're selling and stuff like that. So the cycle's been Trip Wires, Webinars, and High Ticket, which is cool because, I mean the new book we're launching called Funnel Stacking focuses on Trip Wire, Webinar, and High Ticket, that's the thing. But there's two pieces that I feel like are super valuable in this whole marketing game, that in times of my career have been the most important thing. Again, I watch the trends, and two trends that I feel like have been dead in the last two years, and I'm calling my shot and maybe this is just me, I don't know and maybe I shouldn't be saying this, maybe it's me thinking I'm cooler than I am, but we'll see. So I'm calling my shot right now. Two things that I'm bringing back with the Funnel University launch that's happening, it was supposed to happen yesterday, but we missed our deadlines. The lead or gold deadline was not hit, somebody's going to be shot in the head. No, just kidding. But we're going to be launching it, rolling out next week. Two things that are going to be unique number one, is we're launching a continuity program. And obviously that's not a new concept, but I haven't seen someone launch a continuity program in a long, long time. Have you? I've seen SAAS businesses, but I haven't seen a traditional continuity program. It's funny I remember when I joined the Dan Kennedy world way back in the day. Man, it's probably ten years ago now, dang I'm getting old. Anyway, they launched their entire continuity program based on the “free plus shipping” with the big huge package and their greatest free money making gift in the world and they put you on a continuity program which was a print news letter. And in the internet marketing space no one was doing it back then, so I saw and I was like, “Sweet!” So we made a free dvd offer and put people on a forced continuity program and we launched and I think in month one we had 800 people within 6 months we had 6000 people on this continuity program with our print newsletter and we were just crushing it, and then guess what happened? Everybody and their freaking dog did it too, it was kind of crazy. Soon it got to a point that there was 8000 print newsletter in the internet marketing industry, and all of them sucked except for mine. Well, no I'm going to say that they really did. I joined all of them cause I was thinking that they were going to be good, but no, they were all pretty bad. And maybe I'm biased, but I don't think I am. And then, what happened, eventually they all died away. And I've been the only one, we've been consistently doing a newsletter now for almost a decade, almost 10 years. Which is kind of cool. So, there you go people who've come and gone, we're still going hard and strong. Alright, so that's number one, is continuity program, and I've figured out a really cool way to do the pricing, the pitch, everything. That's number one the new thing. So watch, I'm calling my shot over the next six months you will see dozens if not hundreds, of continuity programs launched modeling this one. So that's number one. Number two is the rebirth of the video sales letter. I was going to do a webinar to launch this, and I thought you know what I don't want to do a webinar, I don't want to do this. So I didn't, so instead we did a video sales letter. We went back to the old Dotcom Secrets Labs book, and we went through all of our split-tests and there's like, I don't know, 50 split-tests are all based on video sales letters. Because in the cycle when we were hot and heavy with that, with the testing for that, we put it into the book, everything was video sales letter driven. Every one of our products, everyone else's products. That's how products were sold back then. But I've seen very little of it in the last 12 to 18 months in our worlds, so I decided I'm going to come back and do a video sales letter, you'll see the video spoiler box, you'll see all the elements that were proven winners from back then I have built into this page, which is excited. I'm excited for it, you should be excited as well. That is kind of what's happening. So that's two things we're launching. A video sales letter version, a selling system to sell a continuity program. So I'm calling my shot, I will see that knocked off more times in the next 6 to 8 months than anything prior to that. It's going to be the rebirth of continuity programs and the rebirth of video sales letters. So, I'm excited. Because I feel like my real goal in the Dotcom Secrets side of the business is to push the envelope and do cool things and everyone else can funnel hack me and model it for their business. That's kind of how I view my role right now. And hopefully I'll make a bunch of money in the interim while I'm kind of going through that process. I really want to be a good example of ways to sell things and cool things to sell. That people can then model for their individual businesses. That's really how I see my role right now. I think that there will be a time where Russell Brunson and Dotcom secrets brand will fade into the night and disappears. But, until that happens my goal is to be a shining beacon and you guys can all copy me. Just kidding, but that's kind of how I look at it, is I want to be a perfect model of cool stuff you can take and emulate. It's been fun in my coaching program, people like, “Russell I want to sell Mash print, how should I do it?” Boom! Go to Russellbrunson.com, funnel hack that funnel, that's how you should do it. “Everyone wants a webinar, what should I do?” Boom! Go to whatever.com, and should do that. You know and I just, I can show them perfect examples. “Russell, I want to do a continuity program, what should I do?” Boom! Go to funnelu.com and kind of point people to our models of each different selling models. “How do I do an invisible funnel?” Go to doubleyourreading.com. Like exactly. That's what I want me to be, is creating models that people can use as selling systems to reach each of their different things they're selling. So there you go. Hopefully that gets you guys excited a little bit. But that's what's happening. So I'm excited to roll south for nothing else, except it looks dang cool and I'm excited. Oh, there's another thing that I did. So typically when we do a video sales letters, and if you've read the dotcom secrets book you know this too, we use the star story solutions script to write a video sales letter typically. The problem is star story solution script works but it's kind of hard. It's a lot of work, to be completely honest. I think of all the selling things to do it's probably the hardest one which is why I think a lot of people have gravitated away from that, because it's a lot of work. Which is why typically for good video sales letter, you pay a copywriter 15 or 20 grand to write a really good star story solution script. That's just, in my experience, how it kind of goes. I didn't want create a star story solution script and I was going to do a webinar, so I was like, “What if I just do a webinar for a video sales letter, and I just make it a really cool video. High production value, but I'm just doing my webinar pitch. So I'm doing the perfect webinar pitch for my video sales letter. So when you see it you'll see that's what it is. I recorded it at my house in a couple of different locations. I teach three secrets, I do the whole belief pattern. I take the belief patterns, I crush them and rebuild them, do my stack.  I basically I did the perfect webinar for the video sales letter, which I've never done either so I'm excited to see how that does, it could completely bomb, but I think it's going to crush it. And the reason why, it's funny it'd never even crossed my mind as an option until we did that Periscope, a little while a go, I did a podcast talking about how we did $150,000 through Periscope. That one I took perfect webinar script during a live Periscope, it took me 25 minutes to do it. We did $150,000 in sales, so I was like, “Man, this perfect webinar concept can work in other places.” And it was funny I was looking at a lot of weight loss video sales letters. Cause still into weight loss industry people still sell things in a traditionally do video sales letter. There's a lot more content and base stuff like, “Here are three foods that are going to make you die. Or the three foods you think make you skinny that actually make you fat.” So those still work. Those are structured a little more like a video sales letter, excuse me, more like the perfect webinar script. So that's the reasoning behind testing it. We will see, but hopefully people will start transitioning their webinars into videos like this. A couple of other cool things we did, again, it's not just me, it's me I'm teaching, I printed out a bunch of websites. I have them up on a easel and I'm showing cool stuff on them in the video. I got this cool graphic GUI animation guy to animate the graphics as well. We're trying to make some cool stuff, so hopefully you guys can look at those and model with your offers and your videos. Hopefully you get some inspirations. That's what's happening. I'm at the office right now, in this thick fog that's as thick as pea soup is keeping me from getting there on time. Decade In  A Day starts in 3 minutes, 2 minutes now. Hopefully I get there before it starts. And then I got that for 4 hours, I'm going through 4 new inner circle members. I'm doing intake calls from them. Which will be fun. We call it process Decade In A Day, if you wanted to be part of that just go apply for inner circle at russellbrunson.com.  And then after that I'll be focusing on getting in the rest of Funnel U live and hopefully by Monday or Tuesday next week you guys will see Funnel University. You have my permission to model it.  Hope that helps, appreciate you guys. Have an amazing day and I will talk to you all again soon.

A glimpse behind the scenes of our new offer that we’re rolling next week. On this foggy episode Russell talks about the rebirth of the continuity program, and why he thinks the continuity program is so valuable. He also discusses Funnel University and why it’s unique. Here are 3 fun things in today’s episode: Why Russell thinks he will see tons of other continuity programs popping up in the next few months. Why Russell is also bringing back the video sales letter. And what Russell sees as his role on the internet right now. So listen below to get excited about Funnel University, continuity programs, and video sales letters. ---Transcript--- Good morning, everybody. Welcome to a foggy Marketing In Your Car. Alright, so I’m driving through the fog right now. It reminds me of, have you guys all seen, what’s it called, Rudolph the Red nosed Reindeer, the old clay-mation one. Where Yukon Cornelius and them are running away from the abominable snowman and they’re going through the fog, and he’s like, “this fog is as thick as pea soup.” Anyway, this feels like today, we’re going through pea soup, I can barely see the stop lights in front of me. But it’ll be fun, so that’s kind of what’s happening. So today, I’m excited. I’ve been kind of on lock down. I feel bad, I haven’t done a Periscope this whole week. At least I’ve been talking to you guys right. I’ve just been in work mode, it’s been awesome. I had, I think it was Monday I had a bunch of calls and meetings, and Tuesday same thing. I can’t remember, anyway. But Wednesday and Thursday, all I did all day was build a new funnel we’re launching called Funnel University. I’m so excited. I’m so proud of it. But, I want to call my shot so I’m going to pull a Babe Ruth on you all and I’m going to call my shot. So, I look at what’s happened to our marketplace since we launched Clickfunnels a year and a half ago. And back then there were people doing a lot of things, and since then we kind of launched really hard and heavy with the Webinar Funnel and the High Ticket Funnel, that’s what people have seen. And it’s been interesting as I’ve watched my clients, my students, and even Clickfunnels members as a whole, everyone seems like they pretty much…not that they only have, but as a whole the masses have focused on…and also excuse me, Trip Wire funnels, the masses have focused on those. There’s been Trip Wires, there’s been Webinars, High Tickets. And I would say 98% of pages I’ve seen in the last year has been one of those three things which is cool, which is awesome cause those are the ones we’ve been pushing hard. You know people are funnel hacking me and the process and then everyone else is doing it and funnel hacking each other. It’s been fun and interesting. But what’s been weird for me, cause I’ve been doing this for a long, because I think this is year 12 or year 13 for me. I’ve been doing this a long time, and I see cycles of what people are focusing on, what they’re doing, how they’re selling and stuff like that. So the cycle’s been Trip Wires, Webinars, and High Ticket, which is cool because, I mean the new book we’re launching called Funnel Stacking focuses on Trip Wire, Webinar, and High Ticket, that’s the thing. But there’s two pieces that I feel like are super valuable in this whole marketing game, that in times of my career have been the most important thing. Again, I watch the trends, and two trends that I feel like have been dead in the last two years, and I’m calling my shot and maybe this is just me, I don’t know and maybe I shouldn’t be saying this, maybe it’s me thinking I’m cooler than I am, but we’ll see. So I’m calling my shot right now. Two things that I’m bringing back with the Funnel University launch that’s happening, it was supposed to happen yesterday, but we missed our deadlines. The lead or gold deadline was not hit, somebody’s going to be shot in the head. No, just kidding. But we’re going to be launching it, rolling out next week. Two things that are going to be unique number one, is we’re launching a continuity program. And obviously that’s not a new concept, but I haven’t seen someone launch a continuity program in a long, long time. Have you? I’ve seen SAAS businesses, but I haven’t seen a traditional continuity program. It’s funny I remember when I joined the Dan Kennedy world way back in the day. Man, it’s probably ten years ago now, dang I’m getting old. Anyway, they launched their entire continuity program based on the “free plus shipping” with the big huge package and their greatest free money making gift in the world and they put you on a continuity program which was a print news letter. And in the internet marketing space no one was doing it back then, so I saw and I was like, “Sweet!” So we made a free dvd offer and put people on a forced continuity program and we launched and I think in month one we had 800 people within 6 months we had 6000 people on this continuity program with our print newsletter and we were just crushing it, and then guess what happened? Everybody and their freaking dog did it too, it was kind of crazy. Soon it got to a point that there was 8000 print newsletter in the internet marketing industry, and all of them sucked except for mine. Well, no I’m going to say that they really did. I joined all of them cause I was thinking that they were going to be good, but no, they were all pretty bad. And maybe I’m biased, but I don’t think I am. And then, what happened, eventually they all died away. And I’ve been the only one, we’ve been consistently doing a newsletter now for almost a decade, almost 10 years. Which is kind of cool. So, there you go people who’ve come and gone, we’re still going hard and strong. Alright, so that’s number one, is continuity program, and I’ve figured out a really cool way to do the pricing, the pitch, everything. That’s number one the new thing. So watch, I’m calling my shot over the next six months you will see dozens if not hundreds, of continuity programs launched modeling this one. So that’s number one. Number two is the rebirth of the video sales letter. I was going to do a webinar to launch this, and I thought you know what I don’t want to do a webinar, I don’t want to do this. So I didn’t, so instead we did a video sales letter. We went back to the old Dotcom Secrets Labs book, and we went through all of our split-tests and there’s like, I don’t know, 50 split-tests are all based on video sales letters. Because in the cycle when we were hot and heavy with that, with the testing for that, we put it into the book, everything was video sales letter driven. Every one of our products, everyone else’s products. That’s how products were sold back then. But I’ve seen very little of it in the last 12 to 18 months in our worlds, so I decided I’m going to come back and do a video sales letter, you’ll see the video spoiler box, you’ll see all the elements that were proven winners from back then I have built into this page, which is excited. I’m excited for it, you should be excited as well. That is kind of what’s happening. So that’s two things we’re launching. A video sales letter version, a selling system to sell a continuity program. So I’m calling my shot, I will see that knocked off more times in the next 6 to 8 months than anything prior to that. It’s going to be the rebirth of continuity programs and the rebirth of video sales letters. So, I’m excited. Because I feel like my real goal in the Dotcom Secrets side of the business is to push the envelope and do cool things and everyone else can funnel hack me and model it for their business. That’s kind of how I view my role right now. And hopefully I’ll make a bunch of money in the interim while I’m kind of going through that process. I really want to be a good example of ways to sell things and cool things to sell. That people can then model for their individual businesses. That’s really how I see my role right now. I think that there will be a time where Russell Brunson and Dotcom secrets brand will fade into the night and disappears. But, until that happens my goal is to be a shining beacon and you guys can all copy me. Just kidding, but that’s kind of how I look at it, is I want to be a perfect model of cool stuff you can take and emulate. It’s been fun in my coaching program, people like, “Russell I want to sell Mash print, how should I do it?” Boom! Go to Russellbrunson.com, funnel hack that funnel, that’s how you should do it. “Everyone wants a webinar, what should I do?” Boom! Go to whatever.com, and should do that. You know and I just, I can show them perfect examples. “Russell, I want to do a continuity program, what should I do?” Boom! Go to funnelu.com and kind of point people to our models of each different selling models. “How do I do an invisible funnel?” Go to doubleyourreading.com. Like exactly. That’s what I want me to be, is creating models that people can use as selling systems to reach each of their different things they’re selling. So there you go. Hopefully that gets you guys excited a little bit. But that’s what’s happening. So I’m excited to roll south for nothing else, except it looks dang cool and I’m excited. Oh, there’s another thing that I did. So typically when we do a video sales letters, and if you’ve read the dotcom secrets book you know this too, we use the star story solutions script to write a video sales letter typically. The problem is star story solution script works but it’s kind of hard. It’s a lot of work, to be completely honest. I think of all the selling things to do it’s probably the hardest one which is why I think a lot of people have gravitated away from that, because it’s a lot of work. Which is why typically for good video sales letter, you pay a copywriter 15 or 20 grand to write a really good star story solution script. That’s just, in my experience, how it kind of goes. I didn’t want create a star story solution script and I was going to do a webinar, so I was like, “What if I just do a webinar for a video sales letter, and I just make it a really cool video. High production value, but I’m just doing my webinar pitch. So I’m doing the perfect webinar pitch for my video sales letter. So when you see it you’ll see that’s what it is. I recorded it at my house in a couple of different locations. I teach three secrets, I do the whole belief pattern. I take the belief patterns, I crush them and rebuild them, do my stack.  I basically I did the perfect webinar for the video sales letter, which I’ve never done either so I’m excited to see how that does, it could completely bomb, but I think it’s going to crush it. And the reason why, it’s funny it’d never even crossed my mind as an option until we did that Periscope, a little while a go, I did a podcast talking about how we did $150,000 through Periscope. That one I took perfect webinar script during a live Periscope, it took me 25 minutes to do it. We did $150,000 in sales, so I was like, “Man, this perfect webinar concept can work in other places.” And it was funny I was looking at a lot of weight loss video sales letters. Cause still into weight loss industry people still sell things in a traditionally do video sales letter. There’s a lot more content and base stuff like, “Here are three foods that are going to make you die. Or the three foods you think make you skinny that actually make you fat.” So those still work. Those are structured a little more like a video sales letter, excuse me, more like the perfect webinar script. So that’s the reasoning behind testing it. We will see, but hopefully people will start transitioning their webinars into videos like this. A couple of other cool things we did, again, it’s not just me, it’s me I’m teaching, I printed out a bunch of websites. I have them up on a easel and I’m showing cool stuff on them in the video. I got this cool graphic GUI animation guy to animate the graphics as well. We’re trying to make some cool stuff, so hopefully you guys can look at those and model with your offers and your videos. Hopefully you get some inspirations. That’s what’s happening. I’m at the office right now, in this thick fog that’s as thick as pea soup is keeping me from getting there on time. Decade In  A Day starts in 3 minutes, 2 minutes now. Hopefully I get there before it starts. And then I got that for 4 hours, I’m going through 4 new inner circle members. I’m doing intake calls from them. Which will be fun. We call it process Decade In A Day, if you wanted to be part of that just go apply for inner circle at russellbrunson.com.  And then after that I’ll be focusing on getting in the rest of Funnel U live and hopefully by Monday or Tuesday next week you guys will see Funnel University. You have my permission to model it.  Hope that helps, appreciate you guys. Have an amazing day and I will talk to you all again soon.