Marketing Secrets with Russell Brunson - Funnel Audibles

Episode Date: March 16, 2018

What to do when your baby flops. On today's episode Russell talks about what one of his presentations for Funnel Hacking Live and why he is giving it. Here are a few of the awesome things to listen for in this episode: What was the inspiration behind Funnel Audibles. Why it's so important to split test your funnels to go from good funnels to great funnels. And what you can expect to hear during the Funnel Audibles presentation at Funnel Hacking Live. So listen here to find out what Funnel Audibles is, and why it's going to be a great presentation. Transcript - https://marketingsecrets.com/blog/funnel-audibles Learn more about your ad choices. Visit megaphone.fm/adchoices

What's up everybody, this is Russell Brunson and welcome to the Marketing Secrets Podcast. So the big question is this, how are entrepreneurs like us who didn't cheat and take on venture capital, we're spending money from our own pockets, how do we market in a way that lets us get our products and our services and the things that we believe in out to the world and yet still remain profitable? That is the question and this podcast will give you the answers. My name is Russell Brunson, and welcome to Marketing Secrets. Hey everyone, hope you guys are amazing.

We are like five days away from Funnel Hacking Live. It's coming. It's almost here. We're so excited. I've been pulling early mornings and late nights trying to get all my slides done. But it's turning out really, really cool. So obviously most of you are going to be at Funnel Hacking Live. If not, you're insane, certifiably insane. But one of the presentations I was working on yesterday is called Funnel Audibles, which is kind of a fun one. So for those of you who are going to be at the event, you'll see I'm going to go through and go deep into this and show numbers and stats and all sorts of stuff like that.

But it's interesting because this is why I think most people fail with funnels. What they do is they go and they watch my webinar and they're like, oh, this is exciting. I'm excited. Yay. And they sign up and they're like, oh, I'm going to build a funnel. And they go in there and they're like, okay, I's excited, I'm excited, yay, and they sign up and they're like, oh, I'm going to build a funnel and they go in there and they're like, okay, I don't know what kind of funnel to build and then they get confused and then they try some stuff and then they decide on a funnel and then they go, they build the funnel and then

they launch it and then nothing happens and they're like, oh, that funnel stuff's a scam, that Russell has no idea what he's talking about. And the other 60,000 active ClickFunnels members are all full of it. All almost 300 people in the 2ComicClub and the 17 people in the 2ComicClub XClub. Like there's no way all of them are really doing what they're doing. And then they walk away. And it's sad. It like breaks my heart because it's like, so that's what Funnel Audibles is all about.

So what most people don't know is most of the times when I launch a funnel, guess what? It doesn't do very good. But Russell, I thought you were the funnel guy. Everything's perfect. No, it's not. This is the difference between me and everybody else. So what happens? I do a funnel, and I do the best one that I know how.

And so I base it off of, like, things I funnel hacked in the past. Like, okay, I remember so-and-so had this really cool landing page, and so-and-so had an upsell like this. And so I look at stuff I've looked at, and I try to model it as close as I can to make the best possible guess that I have. So I create the funnel, and then I'm like, okay, is it good or is it bad? Now, this is what a lot of people will do that hire me for coaching. They'll call me, like, hey, Russell, what do you think about this? Is it good or is it bad? Like, I don't know what the markets say.

They're like, what do you mean? I'm like, I don't know if it's good or bad. Like, I'm just a dude who just, like, looks at what's proven and try to model it, but I have no idea if it's going to work or not. And they're like, but Russell, you're the funnel guy. You should know all this stuff. No, I have no idea. In fact, I never will review someone's funnel until it's until, cause I'm like, I don't

want to taint it with my judgment. I know enough from split tests to know that I'm wrong most of the time. Um, and so I don't want to taint. Like I, all I do is I go and I, I let the market vote. Okay. I asked the market, his opinion. I say, Hey market, does this funnel give you an offer that you actually want to buy? And does it convince you and persuade you to do it? And guess what? I don't do. I don't ask for people's opinions. Cause I sent to my wife or my mom or my friends or other marketers. They're like, ah, well I would change this. I would tweet, and they would give me

all these things that they think, or like, oh, I would never buy that, or like a million things. The only person whose opinion I care about is my customer, and the only way I care about their opinion is not when they tell me, like, eh, right in a Facebook ad, like, this seems scammy. Like, I don't care about any of that crap.

The only thing I care about, people voting with this thing right here. If you're watching the video, you can see. All the people voting with their wallet. It's the only vote I care about. So I'm going to see, will they open their wallet and pull out a credit card and buy the thing? If they did, that is the vote I care about. Okay, so that's all I do.

So we create something. And then I do is we'll usually take about, depending on the offer, but probably around $1,000. And we go usually to Facebook nowadays. That's the fastest way to test things. I think it's shifting, but for right now it's still Facebook. And then we spend a thousand bucks on Facebook and we throw it out there and then we just sit back. People are like, what are you doing, Russell?

I'm like, I'm watching. I'm letting the market tell me what works and what doesn't work. So I sit there and I let the market, and then the traffic starts going through, people are clicking and they go through, they go to page one, page two, page, and I just watch. And this is the hard part. Cause most people are freaking out.

I'll get a message like, I lost yesterday. What's happening? I'm like, dude, just relax. Just watch. This is, this is the thousand dollar investment to have the market tell you if your funnel is good or not. Right? So you spend a thousand bucks, traffic goes through and then, and somebody like, I don't

have a thousand dollars to waste, Russell. The word waste is the wrong word. This is, you're spending a thousand dollars on market research to get the actual market to tell you if it works or not, okay? And they're telling you by voting with their credit card. Like, that's the magic. So I watch it, I let the thing, the traffic go through,

maybe take three or four or five days, or if a traffic goes through, and it was done, then I come back and I look at it. I'm like, okay, here's my funnel. Page one, page two, page three, page four, like, just four or five pages, whatever traffic goes through, and when it's done, then I come back and I look at it. I'm like, okay, here's my funnel. Page one, page two, page three, page four. Like, this is just four or five pages. I use the entire funnel. I look at it.

Okay, what percentage of the people that land on page number one did the thing I wanted them to do? I wanted them to give me an email address. I wanted them to join me on Facebook Messenger. I wanted them to put in a credit card. Like, whatever it is. And then what percent of people did page two,

page three, page four? And then I just look at that, and I I literally, um, we made these scorecards last night. I'll be showing you the event, but there's this big scorecard shows you what percentage of each thing and look at it. I'm like, okay, like was that percentage good or bad? And at first you don't know, but after a while you get kind of a gut feeling of like, oh, this is a, this is good. This is bad. So we look at that and then it's like, okay, uh, this, you know, like option rate was like 11%. That seems really low. So, okay, I'm going to change that. And so I'm going to, and then look at everything else. Everything else looks pretty good. Like, okay, this, you know, like, opt-in rate was like 11%, that seems really low. So, okay, I'm gonna change that. And so I'm gonna, and then look at everything else.

Everything else looks pretty good. Like, so I change the, I make a split test, try to, best of my knowledge, like, what things would I tweak and change? So I make those changes, and I go back, and I buy some more market research. Spend another 1,000 bucks or 500 bucks or whatever, and I push it, I see what starts happening,

and I let the market go through, and I step back, and I'm like, okay, now based on that, what happened? Okay, cool. We increased conversion rates from 11% to 28%. That's pretty good now. But then the sales page, what's happening? Okay, it's not high enough.

Like, what tweaks can I make there? And we tweak it. And we do this process three or four times. And usually in three or four times, we go from a crappy funnel to a winner, winner, chicken dinner. And we do a winner, winner, chicken dinner. That's when you start promoting it. That's when you drive traffic and ads and money and everything. And that's when you start scaling, okay?

But don't even assume for a second that I just guess. And that's it. I guess, and then I have the market tell me, and then I tweak, the market tell me, tweak, let the market tell me, and then I roll out a funnel, okay? It's the step that everyone's missing. So we call it a funnel audible.

And I'm gonna be showing an example. In fact, last night we went through all the database, pull all the data. And, um, I show five, five big tests we did inside of, um, expert seekers book launch that changes the average card value from about $30 to like $54. Um, and I show here's the first thing we did. The second thing we did, third thing we did, fourth thing we did, fifth thing we did. And I show funnel out to funnel out for like a whole bunch and stuff like that. So that's the process, guys. So now you understand. Those who funnel like that will see me

break down our numbers and stuff. But Funnel Audibles, I'm coming to line of scrimmage. I'm looking around, seeing the tweaks and the changes, and I'm making it based on that. Look at Dave's in there dancing. Anyway, all right, I gotta go. I got to go finish that presentation and five others on top of that.

So six presentations. Anyway, appreciate you guys. Funnel Audibles, it's the key. It's the secret. It's the secret. It's how you go from good funnels to great, from bad funnels to good, and from wherever you're at to where you want to be. So learn how to do it, master it,

and have fun with it. Thanks, you guys. Appreciate you all, and I'll see you guys at Funnel Hacking Live. Bye, everybody. Want more marketing secrets? If so, then go get your copies of my two best-selling books.

Book number one is called Expert Secrets, and you can get a free copy at expertsecrets.com. And book number two is called Dotcom Secrets, and you can get your free copy at dotcomsecrets.com. Inside these two books, you'll find my top 35 secrets that we've used to become the fastest growing non-VC backed SaaS startup company in the world.