Marketing Secrets with Russell Brunson - How to 2X Your Sales and 10X Your Profits by Mastering Momentum | #Marketing - Ep. 11

Episode Date: February 19, 2025

In this episode of The Russell Brunson Show, I’m diving into one of the biggest secrets behind explosive business growth - momentum. Most marketers launch a product, see some initial success, and then stop!  It boggles my mind because they lose all the traction they’ve built. But if you understand how to keep momentum rolling, you can double your sales and 10X your profits - without spending more on ads! I’ll break down the launch within the launch strategy, show you how to capture customers while they’re in a buying mindset, and reveal the exact steps I’ve used to scale ClickFunnels beyond what most people think is possible. Key Highlights: Why most launches fail to generate real profit and how to fix it The “launch within the launch” strategy that maximizes revenue with zero extra ad spend How to keep buyers in heat so they continue buying from you The three-step framework to turn every campaign into a momentum machine How I’ve used this exact strategy to fuel ClickFunnels’ insane growth If you want to stop leaving money on the table and start leveraging momentum to scale your business, this episode is a must-listen! https://sellingonline.com/podcast https://clickfunnels.com/podcast Special thanks to our sponsors: NordVPN: EXCLUSIVE NordVPN Deal https://nordvpn.com/secrets Try it risk-free now with a 30-day money-back guarantee! Northwest Registered Agent: Go to northwestregisteredagent.com/marketingsecrets to start your business with Northwest Registered Agent. LinkedIn Marketing Solutions: Get a $100 credit on your next campaign at LinkedIn.com/CLICKS Rocket Money: Cancel unwanted subscriptions and reach your financial goals faster at RocketMoney.com/RUSSELL Indeed: Get a $75 sponsored job credit to boost your job's visibility at Indeed.com/clicks Learn more about your ad choices. Visit megaphone.fm/adchoices

With the FIZ loyalty program, you get rewarded just for having a mobile plan. You know, for texting and stuff. And if you're not getting rewards like extra data and dollars off with your mobile plan, you're not with FIZ. Switch today. Conditions apply. Details at fiz.ca. Ready to make your next big move? Rotman Executive Programs at the University of Toronto offers top-tier professional development. Whether you're moving up in your current role or preparing for the next,

expand your business acumen, sharpen leadership skills, and gain cutting edge insights from world-class Rotman faculty. Accelerate your career with Rotman executive programs. Visit www.uoft.me slash rotman2025 to learn more. That's www.uoft.me slash rotman2025. This is the Russell Brunson show.

Hey, this is Russell. Welcome back to the show. Excited to be hanging out with you guys today. We just got back from Funnel Hacking Live and I wanna share with you as a concept that I'm doing right now. That a lot of people don't realize I'm doing, but it's the key.

It's the key to actually double your sales, but not only are you doubling your sales, you're actually 10 extra profits by mastering this one thing. It's very, but it's the key. It's the key to actually double your sales, but not only are you doubling your sales, you're actually 10 extra profits by mastering this one thing. It's very simple, it's very powerful, it's very easy when you understand it and that thing is called momentum. Okay, this is where most marketers make a mistake. They spend all this time, this energy coming up with an idea and a product and putting the product together

and launching it and they get some sales coming in. But typically what happens is during the actual launch part of your campaign, this is where you're buying ads and you're driving traffic and like, it's the most expensive part, right? So all of a sudden done, you do the entire launch and then you're left with hardly any money because you spent all the money by giving it to Zuckerberg

or to Google or whatever. And so I wanna walk you through something we learned way back in the day. So when I got started, man, 25 years ago now, this is before we had Facebook or Instagram, in fact it was before MySpace, we were using Friendster back then, like this is like the beginning

of the internet marketing world, right? And we were trying to figure things out and we found it was hard to buy ads. You couldn't buy ads to just people's, I mean you could buy Google ads were kind of the thing at the time, but it wasn't like today where most people just buy Facebook ads, right? Buy YouTube, Instagram ads. It was the thing at the time, but it wasn't like today where most people just buy Facebook ads, right?

Buy YouTube, Instagram ads. It was a different time. And so the way we drove traffic back then primarily was through partnerships. We got to know other people who also had email lists and we do joint ventures where I promote them, they promote us and vice versa. That's kind of how this whole world and this whole industry was built. In fact, it's crazy if you look, if you go back in time, you know, 20 some odd years ago when we first started playing this game, it started. In fact, it's crazy if you look, if you go back in time, you know, 20 some odd years ago when we first started playing this game,

it started like developing it and figuring it out. It was interesting like how most people thought that what we were doing was a scam. Like this whole thing's a scam, the whole business, whole industry. And it's funny now, cause I fast forward 20 years later, where it's like now it's what everybody does,

every influencer, every everything. And it's like, now we're cool, even though back then, you know, when you're the first, people always look down on you as the first. And it's like now we're cool, we know back then, you know, when you're the first, people always look down on you as the first, and it's just funny to me, because we've been doing this so long. But we learned some things from back in the day

that no one nowadays knows about, because you guys all have had it so nice and so easy, just buying ads, and over time, ad costs have been going up, right, and your margins have been shrinking, and you don't know this one little secret that's keeping people like me having huge profits, right? So again, this will double your sales,

but it'll actually 10 extra profits if you understand how to use it correctly. And it's understanding momentum and how momentum works after you launch a product, okay? And so back in the day, this is kind of the process and how we would do it, right? So we do product launch, and the way we would work is that we, again, we had to pay our affiliates to promote.

And initially it was really easy. It was like, oh, we'll just do a 50-50 split. Like you promote something, you get half and I get half. And that's how the business started initially, right? So we started doing these launches. And so it's cool, you get 10 people who wrote your product, they'd all make a bunch of sales. You pay them half the commission

and you keep the other half. But then what happened is, then more launches started happening, right? This guy named Jeff Walker, you guys probably heard of him. He started talking about product launches. And then Frank Kern launched this thing called Mass Control, which is basically about how to do product launches.

And everyone's talking about product launches. And it, which is basically about how to do product launches. And everyone's talking about product launches, and it was the thing. So everyone's doing product launches. What happened was it got harder and harder to get affiliates to actually put your product because everyone's competing against each other, right? So then it's like, okay, well, we're gonna have to create prizes.

And so all of a sudden you start creating these prizes. And at first the prizes were really simple, like, oh, you're gonna get, we didn't have iPods back then, but whatever the prizes were. And then prizes got more expensive, and eventually, I remember one time I won a massage chair, and later I won a, well, I didn't win a Rolex,

twice I lost, twice I took second place trying to fight for a Rolex, and then after that my staff actually bought me a Rolex, which was really cool, right? After that then they started getting cars, people started giving away cars, and then the prizes could get bigger and bigger and bigger, which takes the margin,

and it chops it and chops it and chops it and chops it, right? And so for a long time, like, we would do these launches, we'd do a million dollar launch, right? But then half the money would go out to affiliates, right? And then two thirds of that would go out to prizes to affiliates. You end up with a million dollar launch,

you walk home with $100,000. And it was just like this frustrating thing, right? Man, I have the liability and the risk of a million dollars in sales, but only $100,000 of profit had come from me. And so we were always back then trying to think like, how do we, how do we maximize this? Right?

And this is where, this is where the whole school and train, like the school of thought of funnels actually came from, right? Is, and it comes back to Dan Kennedy 101. Dan Kennedy always says, whoever can spend the most money to acquire customer wins. Right? So what does that mean? It means well as advertising costs go up, you gotta figure out other ways to monetize those audiences.

So for us, that's where funnels came from, right? Upsells and downsells and cross-sells and all these things we started doing to increase how much money we were making for every single customer to come in. And so somewhere along the line, I don't remember who kind of figured it out, but this became the big secret, okay?

It was called the launch within the launch, okay? So what happened is you do this big public launch, everybody, right? So you do this big launch, everybody promote it, and again, you pay out 50% commission to affiliates, you pay out next, you know, of the 50% left, you pay out, you know, 75% to prizes, you get your 25%, you know, and then you have your merchant fees and refunds, so like you make almost no money from that, so then afterwards, you immediately launch something right afterwards, and that's where the profit came from, okay?

In fact, you do this launch like inside the launch. So a good example, one of the first times I did it, I had this course called Micro Continuity. Still one of the things I'm most proud of. My first course like took off. It did really, really well. But we launched initially and we did launch, I recorded the whole course in these little MP3 players.

So, the free plus shipping MP3 player offer and then you could buy the course as an upsell and things like that. So, it was kind of this really cool thing. And so, we did this big launch and back then we were paying affiliates 100% of the front end and 60, 70% of the back end plus prizes. We made no money but we did this launch

and it was converting so we got a lot of affiliates to promote, we got 20, 30 people to promote it. And so the launch that doing a couple million dollars, like it was really good. But again, all that money went away. And so if you look at like what the actual thing we were launching was this training and this education on how to do what's called the microcontinuity program.

But then towards the end of launch, before it wrapped up, we did a special like, hey, how many of you guys would like, you're learning about microcontinuity, how do you guys like if I just pre-built site for you? I come on this webinar, I tell you about it, so I come on this webinar, and in there I would do this webinar

where I'd pre-built a microcontinuity site for them, and I sold them rights to it. I can't remember, four or 500 bucks or something like that. And from there we made like an extra million dollars, right? All the bottom line, all profit, all the me. I didn't pay ads, affiliates, anything, it was just pure profit that came to me, right? So you think about this, like I went and, you know,

let's say it was a million dollar launch, a million dollar launch, I sold a million dollars of this secondary product that happened inside the launch, right? And the first, let's say the first one is a million dollar launch, a million dollar launch. I sold a million dollars of this secondary product that happened inside the launch, right? And the first, let's say the first one is a million dollars and I netted 100 grand, right? Here I doubled my sales, because I went and I made two million dollars now. So I doubled my sales, but I 10x my profit, right?

Because I only had a hundred thousand dollars profit here and then I made a million profit over here, so I'm more, I guess it's technically like 11x, right? But I, you know, more than 10x my actual profit, okay? And that became the big secret. So we started doing these launches within a launch, a launch within 11X, right? But I, you know, more than 10Xed my actual profit, okay? And that became the big secret. So we started doing these launches within a launch, a launch within a launch, okay? And then for me, it started becoming a launch

within a launch, within a launch. Like we were always rolling these things forward, right? And the key was momentum, okay? This is where a lot of people miss. Like if you look at, when somebody comes into your world and they wanna buy from you, if you guys ever heard this analogy, it's called being a porcupine in heat.

So again, I don't know a lot about porcupines, but apparently when a porcupine is ready to mate, I've heard, again, I don't know, I should probably Google this ahead of time, but apparently porcupines, they only mate like one day a year, something like that. And so during that little window, when there's time for them to mate,

they're gonna go crazy and mate with like 20 different people, right? They're a porcupine and heat. We saw that my kids and I had a chance to go to Africa last year. And we get all the way to Africa, we go on safari, we drive out and right when we drive out, I got my kids, I got little Nora with me and all my other kids, we pull up this lion and there's the male lion and the female lion. All of a sudden, within 30 seconds of pulling up, the big male lion mounts up on the female lion,

does the thing for eight seconds, bites her neck, roars and rolls off. And we're like, oh, what just happened, my kids? What just happened? I don't know. And they're like, oh, it's mating season. They mate one week a year. And during that time, they'll mate like 40, 50 times

during the day or something crazy like that. And we just happened to pull up on the lion when it was happening. And then for the next three days of our spar, we saw it hundreds of times. My kids are just like, that's how they learned about the birds and the bees in Africa, right? But it's the same concept, okay?

Porcupine and heat, a lion and heat, whatever you wanna call it, there's a window where they're excited, okay? So you think about this for your customers when they come in, there's a window they're excited, okay? And they're in heat right now, like they want all the information about this topic and then eventually it's gonna wear off.

I remember a good example I used to share to kinda explain this porcupine heat concept. This is man, over a decade ago, 15, 16 years ago, I took my team bowling. I love bowling. Bowling's my third favorite sport, wrestling, jujitsu, bowling. There's a hierarchy of sports for me, right?

So I take my team bowling, we're bowling, and I'm a pretty good bowler. I can hold my own, and we're bowling. And I'm a pretty good bowler. I can hold my own. And we're bowling and I beat almost everyone on my team. Except for one guy, still remember his name, Mike Loverage. He beats me at bowling. And not only did he beat me, he had a mock at me the whole time.

And he's just like, ah, ah. And I remember getting back home that night. I was in so much pain, right? I was a porcupine. He like, I wanted to win. So that night I got online and I bought everything bowling. I was like, I could find, I bought bowling DVDs, books, a glove, I bought new balls. I got online and I bought everything bowling would like, I could find about bowling DVDs, books, a glove.

I bought new balls. I bought like, I bought everything. I was a porcupine in heat. That little window of time, everything that would help me become a better bowler, I bought them all, like all the things, right? And I spent, I don't know how many thousand, a couple thousand bucks to make me a better bowler, right?

Cause I was a porcupine in heat. But then fast forward a week later, when all this stuff started showing up to me, I was like, oh, and I was out of that pain. Like I wasn't angry at losing anymore, but I still had all this stuff I had now acquired, all these new bowling balls and bowling things, right? And I had it all now, but I'd cooled off, right?

And I don't think I've ever bought a bowling thing since then. But during that window, like when there was enough pain, I became a porcupine in heat. I became a bowler in heat, right? I wanted to buy everything so I could get better. And that's what's typically happening to your customers, right? If they see your ad and they click on it, right?

Or they hear someone talking about something, like either they're in pain or they're moving towards pleasure or something and they come towards your offer, right? They buy the offer. Like that's why funnels work so good, because again, the person's hot right now. Like they're gonna buy that, they're gonna buy that,

they're gonna buy down sell, but now like, they're trying to get everything. And what we think's happening is they're buying our stuff and then they're just sitting back and like, they're gonna buy that, they're gonna buy that, they're gonna buy that, they're gonna buy that, they're gonna buy that, they're gonna buy down sell, but now like, they're trying to get everything. And what we think's happening is they're buying our stuff and then they're just sitting back and like they're consuming our content, right? Like I bought Russell's book, they're probably gonna just read his book, like I got everything I want.

The reality is though is like if they're a porky pie, they wanna learn funnels, they're gonna read .com Seekers book and then they're gonna go and find out who else wrote a book on funnels, they're gonna buy the funnels, learn funnels software, like within seven days, they're gonna be buying everything related to this topic and then they're gonna be out of heat and it kind of fades away, right? So like in that window, the like within seven days, they're gonna be buying everything related to this topic and then they're gonna be out of heat

and it kind of fades away, right? So it's like in that window, the launch within the launch, while they're the most peak excitement is when you need to make them the second offer, right? What's up, funnel hackers? I wanna talk to you guys about a challenge that every business faces, including mine, and that is finding good people to hire.

For the last few years, we've been using Indeed to find the right hires in every one of the different departments inside of our company. Now think about this. You've built a successful funnel, your business is scaling, and now you're wearing all of the hats. Does this sound familiar? This is the path that most entrepreneurs go on.

So at some point you need a team to help you keep growing, but finding the right person can be very overwhelming. It can be a huge pain. And for me, it's not something I love to do. That is until we found Indeed. And here's why I love it. When it comes to hiring, Indeed is literally all that you need. Their sponsored job feature is a total game changer. It pushes your job listing right to the top of your ideal candidates page.

It's literally like having a billboard right in front of the dream person that you are trying to hire. Now, Indeed not only works, it's also fast and it's flexible. There's no monthly subscriptions, no long-term contracts. You only pay for results. In fact, to show you how fast this is, since we started talking a few seconds ago, 23 people have already been hired on Indeed. That's the kind of efficiency every entrepreneur dreams up. So don't wait and build a team that'll take your business to the next level.

Go to Indeed.com slash Clicks right now and get a $75 sponsored job credit to boost your job's visibility. That's Indeed.com slash clicks. Start hiring faster and smarter. When it comes to hiring, Indeed is all you need. Hey, it's Russell Brunson and I have a confession to make. When I first started in B2B marketing, I thought I needed to be everywhere at once, every platform, every ad type. But guess what?

That's not where the magic happens. The magic happens where the decision makers are and that is LinkedIn. LinkedIn ads let you target who you want, CEOs, C-suite executives, and 130 million professionals ready to take action. These aren't random clicks. These are people who are already in the mindset to do business. With LinkedIn's advanced targeting, you are not just throwing spaghetti at the wall. You're placing the right message in front of the right person at the perfect time. Here's what blew me away. LinkedIn ads delivers up to five times the row ads of other platforms. And that's not just a stat. Here's what blew me away. LinkedIn ads delivers up to five times the row ads of other platforms.

And that's not just a stat. That's scaling power. Imagine your campaigns turning into a steady stream of qualified leads all while your competitors are busy playing on platforms that barely move the needle. If you're serious about scaling your business, you can't afford to ignore this. Start converting your B2B audience into high quality leads today. And here's the cherry on top. LinkedIn is giving you a hundred100 credit for your next campaign.

Go to linkedin.com slash clicks to claim your credit. That's linkedin.com slash clicks. Terms and conditions apply. LinkedIn, the place to be, to be. So that's kind of how these things start working. And for me, I always think about, if you read Doccom Seekers book, I talk about the concept of the value ladder, right?

You're moving somebody up the value ladder. As you move, like, to explain this point, like if someone comes into your world initially, right? They're gonna come in, they're gonna test you. They're gonna buy a book or a course or something from you. If they receive value, they're naturally gonna want more, right? And then they will send up looking for more value.

Sending in a relationship, right? When you're on the very first date with your spouse or your girlfriend or boyfriend, whoever it is, right? Your significant other. You went on the very first date, maybe you went on a date, you had a good time. You're like, man, I got value from this person. I like him. I wanna go on another date, right? Your significant other. You want a very first date, maybe you want a date, you had a good time, you're like, man, I got value from this person, I liked him, I wanna go on another date, right?

You go on another date and then you experience that when you feel good time, they're like, oh, I wanna give this person a kiss, you give him a kiss, right? And you keep getting more and more, like you keep moving up that person's value ladder till eventually, it's like you get married and you have kids and then, you know,

and that's kind of the goal of progression. And same thing is true with your customers, right? So for me, it's like, I do the launch that's tied to the info side of the business right the lower end of the value ladder because they get that stuff to get a good result and I start moving them up like what's a done for you program or done with you or licensing or something where it's like they're taking the information but now I'm selling them something that's more tangible the application of the thing as

opposed to the information about things that makes sense it's not something I'm trying to look for I'm doing this Launch inside of launch. Okay So that's gonna how we started making money back in the day, right? And then all of a sudden ads are coming in for the first five or six years ads were cheap It was amazing Zuckerberg was not selfish and greedy. He just liked to let us all win We all made a bunch of money and then over time they got more expensive and got harder and Most people forgot about the launch then launch they just did launch and then they kept whatever was like Oh, it's notberg squeezed out my profits,

I'm not making much money. It's like, you guys, it's because you forgot the lesson. The lesson is, right, you can two X yourselves and 10 X your profits by mastering momentum. You can take in this momentum, right, the buyer's in heat and offering them the next thing in the value ladder, next thing, and doing this over a very compressed period of time, okay?

A couple examples of this, right? So So I knew I wanted to launch a course, this is five or six years ago now, I wanted to launch a course called One Funnel Way. You guys probably heard me talk about it before. I think we had almost 200,000 people that took that course while it was at its peak at a hundred bucks a piece, right? And so instead of just like, here's the course, launch it. I was like, okay, I want to build up momentum and roll people into the course, okay? So the very first thing we did is we did a summit. It was called 30 Days. It was at 30Days.com.

And at 30Days.com, it was this free summit. You go and register for the free summit, right? Where you're gonna hear all these people talk about their 30-day plans, what they would do. But then after the register, on the next page, it's like, hey, thank you so much for registering for the summit. I wanna invite you to the One Funnel Way Challenge, right?

So I did this big, I did this big, I did this big Summit to get people's attention and excitement, get everyone promoting Summit and it got people in there, right? And then the upsell was One Funnel Way. But then after Summit was finished, then everything we pushed now was rolling into the next offer, which was One Funnel Way, this $100 thing, right? And it made them getting 5,000 or 6,000 people that very first month coming into it, right, on the backside of this event, okay? And so that was the very first thing.

And then if you look at the momentum there, people went through the one-final challenge, and inside the challenge, we pushed people into the Funnel Hacks webinar, we pushed them into ClickFunnels, right? So I'm taking this momentum from this free summit directly into this $100 challenge, directly into this $1,000 course, right?

And so it's like the momentum leaves. And so I spent a lot of money getting people into the summit, we paid affiliates a lot to get people in the summit, but then they join, you know, and we pay, we have sticky cookies. We pay people all affiliates throughout the funnel, but typically it's like 100% on the front end, 50% on the first tier,

and then maybe 30% on the next thing, right? So like, so we tier down the commissions as we tier up the price points, and that's where we start pulling out the margin, okay? We did the second one funnel away 2.0. I didn't just launch OFA 2.0, right? Instead what I did is I was like, I need a pre-challenge to get people excited

to go into the paid challenge. We did a free challenge called Five Day Lead Challenge, right? It was a five day challenge, it was free. This is the middle of the lockdowns. We do this big challenge. We promote it like crazy, everybody comes in. They go through the whole process

and then at the end of it, then we push people into one funnel way. Boom, they come in one funnel way. $100, right? They go through that process and inside there, boom, we pitch the $1,000 thing and again, momentum. And then for the end of that, we pitch them into Funnel Hiking Live

and we just keep that thing rolling, keep it rolling. Moving them up the value ladder, step, step, step, step. Versus what most people do is they launch the thing, make some money, sit back and then relax and let momentum die, okay? Now a good example again is I just got back from Funnel Hacking Live and Funnel Hacking Live is our big event,

this was Funnel Hacking Live 10, it's the last one, the last dance and it was a big event, like our hard cost event were six and a half, seven million dollars. Luckily ticket sales and sponsors have paid for all of that. And the event, we had some offers. And the offers inside the room did amazing, right? We made a lot of money from it, which is great.

But for me, it's like, there's 5,000 people in the room. We made the offers, made some money, and then it just, it ends, right? And I'm here today, the day after we get home, my voice is shot, and what am I doing? I'm capitalizing it ends, right? And I'm here today, you know, the day after we get home, my voice is shot, and what am I doing? I'm capitalizing on momentum, right? Everyone's been talking about FHL, people are posting pictures,

like all sorts of things are happening now. Like this is not where I wanna go quiet. This is where most people go quiet, like oh, I'm gonna take a break and take a week off. Now I am gonna take a couple days off. Tomorrow I'm heading out with my wife. But prior to that, it's like I need to set things in motion so the momentum does not stop, okay?

Because the thing about it, if the rule of momentum is you're gonna double your sales and 10x your profit, like right now, I'm doing, we did great, right? Imagine if I double the sales from Fun Hiking Live, but this time I'm not gonna pay the $6.5 million for, to run the FHL, right? Now it's all just profit. So even if I double the sales, I'll 10x my profit.

So this is where the actual money's made, right? As the dust is settling, this is where most people miss out, okay? Because a lot of people who wanted to come to FHL, but they couldn't for whatever reason, they couldn't get a ticket, they couldn't travel, they couldn't fill in the blank for a lot of reasons. And so now it's like, how do we capitalize on that?

So for us, we had multiple different offers that happened during the event. The first was actually an offer for a free, a new free platform we just launched. This is the first time I've announced this publicly. that happened during the event. The first was actually an offer for a free, a new free platform we just launched. This is the first time I've announced this publicly, so you guys are in the know. I haven't done a big launch around this yet,

but we launched a really cool new platform called OfferLab. If you go to OfferLab.com, it's the coolest thing in the world. It's a free platform you go sign up. What you do is you can go add all your offers in there. So you can add, you know, if you've got a book or a course or a physical product, whatever, you throw all your offers inside OfferLab. It doesn't matter what platform you use. If you're using ClickFunnels, you're using Shopify, you know, if you've got a book or a course or a physical product, whatever, you throw all your offers inside of OfferLab. It doesn't matter what platform you use.

If you're using ClickFunnels, if you're using Shopify, using one of our competitors, it doesn't matter where you integrate with everybody, but you take it from those platforms like in ClickFunnels, from Shopify, from GHL, wherever you want, and you click a button and it'll import your offers into OfferLab, right? And then you take your sales page, you make a custom sales page inside. So everyone's got an offer and a sales page, right? And it builds out this whole marketplace of offers. And then any of us, as like a promoter, you know, I'd say traditionally an affiliate,

but it's different than an affiliate, you log into OfferLab. You see here's 10,000 offers of venture. Now we've got a couple hundred, but eventually the goal is to get 10,000 offers in there. You log in, you're like, I want to build a funnel. And you can literally build a funnel in like 10 seconds. You're like, I want Russell's book, and then I want this course, I want this back in Mastermind. You literally click four buttons, and you've got a funnel with four upsells built into it,

and then you can launch it, you can push it to social media. It's like the coolest thing in the world. So we launched that, right? And so we have 5,000 people in the room, 1,700 people signed up and created their OfferLab account and submitted an offer, right? So that's great, 5,000, 1,700 did that, right? But we got six million people on our email list, right?

So now I'm taking the presentations where we explain OfferLab and working on a campaign where we're going to roll that out to the entire ClickFunnels community and now that'll go to millions of people versus just 5,000 people right? So the momentum on that offer will start growing and expanding. Okay? ClickFunnels, we just, we did a ClickFunnels State of the Union address was showing all the cool new stuff in ClickFunnels, right, which is insane. And then we bribed everyone to go get, in fact, here's the secret link, you guys, right? If you go to launchyoursas.com, S-A-A-S, launchyoursas.com, you'll see this special offer made for people

at Phone Rocking Live, right? To get them to create their ClickFunnels account, we literally give them the keys to a $40 million a year software company. They can run, they can keep all the profit, they can white label the whole thing for free when they become a ClickFunnels member at launchyoursas.com,

which is crazy, right? So we launched that one. So now that's done, we're taking the footage of us teaching about it, creating a campaign that it will be going out on email lists here, going out on social media, all pushing to that same offer to get more people now, right? Everyone at FHL got an early movers advantage,

now we're gonna push out to everybody else, okay? At the event we make an offer for my coaching program, it's called Prime Mover Foundations. And so again, we sold a lot of people FHL that, which is great. But now what we're gonna do is we're gonna be doing in two weeks from now, or maybe three weeks from now, we're gonna be doing an FHL Encore.

We're gonna take not all the presentations, but we'll probably take two and a half days worth of presentations. We're gonna put them together and do an FHL Encore. We're gonna launch that, people will come in to watch it, and then we'll have a chance to the people who watch it virtually, and again, they're not gonna get all the sessions,

they don't get Tony Robbins, they don't get a lot of the other things, but they'll get two-thirds of the sessions, they'll go through that, and then we'll make the offer there as well, and then someone will sign up there, right? And again, it did great in front of 5,000 people, but I might get 10,000 people virtually

who come to this event now, who weren't able to come in person, right? And then I'm building this library backstage, and so I made an offer for a million dollars for anyone who wants to be part of this thing, and I had five people who signed up for the million dollar offer, right? And you better bet that I'm gonna go

and do one more push about that as well, right? And so I'm using the momentum of the event, I'm looking at the things that we did, I'm taking the videos, the presentations from that event, we're taking, we're pushing online through YouTube videos, so other places like that, right? And that'll continue the momentum, and now the things that we did once

will now live on in infamy as they continue to drive people into our offers, right? And so I'm using the momentum capitalizing on it to keep things rolling, okay? What's up, Funnel Hackers? Today I wanna talk to you about something that's kinda like a funnel for your finances. There's an app called Rocket Money

that my wife and I recently downloaded. We went and added our bank accounts, added everything in there, and instantly started showing us all the subscriptions we were paying monthly for. And what's crazy is most of these things we completely forgot about. Oftentimes my wife has signed for something and I also signed up for it and we're paying twice for the exact same service. It was crazy. So we started using Rocket Money and changed everything for us. Rocket Money is a personal finance app that helps you to find and cancel your unwanted subscriptions, monitors your

spending, and it helps lower your bills so you can grow your savings. Now here's what Rocket Money did for me. It showed me all of the subscriptions in one spot. Our streaming services, our apps, our membership sites, some of which we literally had not seen in months and a couple in over a year. Now Rocket Money canceled the ones we didn't want anymore, saving us hundreds of dollars. In fact, actually for my wife and I, it was over a thousand dollars per month. And they didn't stop there. Rocket Money even monitors my spending and sends

alerts if bills increase or if I'm going close to my budgets. Now with their personalized dashboard, you can see exactly where your money's going. I've even created custom badges with categories for everything from groceries to business expenses. Do you want to save automatically for a new house or paying off some debt? Their goals feature makes it simple and hands-free. Rocket Money has over five million users, including my wife and I, and it saved over $500 million in canceled subscriptions, saving members up to $740 per year

when using all of the app's premium features. So if you wanna cancel all your underwarned subscriptions and reach your financial goals faster with Rocket Money, then go to rocketmoney.com slash Russell today. That's rocketmoney.com slash Russell, R-U-S-S-E-L-L. That's rocketmoney.com slash Russell today. That's rocketmoney.com slash Russell. R-U-S-S-E-L-L. That's rocketmoney.com slash Russell. Funnel hackers, I want to talk about something that could literally save your business.

If you're like me, you're constantly logging into and out of funnels. You're handling customer data, you're managing transactions and doing a ton of other business things online. But did you know that without a VPN, all that data can be exposed? That's a hacker's dream. Not a funnel hacker. The bad kind of hackers. That's why NordVPN is a must have.

It encrypts all of your data so that no one can steal your passwords, spy on your transactions or track down your browsing history. And listen, I know what you're thinking. But Russell, VPNs slow down my connection. The answer is no, not with NordVPN. It's the fastest VPN in the world, which means no lag, no buffering, just smooth, secure browsing. And here's the best part, NordVPN isn't just about security, it's also about freedom. Have you ever tried to watch a show or visit a website only to get hit with the not available

in your country message? That's happened to me multiple times when I'm overseas trying to watch a UFC fight. It drives me crazy. But with 7,100 plus servers in 118 countries, you can switch your location with one click and get access to the content or the UFC fights that you want from anywhere in the world. Guys, don't wait until it's too late. To get the best discounts off your NordVPN plan,

go to nordvpn.com slash secrets. Our link gives you four extra months for free on the two-year plan. And there's no risk with Nord's 30-day money back guarantee. Click the link in the podcast description and lock down your security now. All right, now if you wanna sell stuff online, you're gonna need a good funnel.

But if you want a great funnel, then you're gonna need to use ClickFunnels. ClickFunnels is the number one funnel building platform on the planet, helping more first time entrepreneurs to lead their nine to five and to launch their dream than any other company in the world. ClickFunnels was built for the dreamers and the doers and you can get a free four day trial

by clicking a link in the description or going to clickfunnels.com slash podcast right now. Click funnels because you're one funnel away from changing the world. Okay, now you had a chance to hear my ad read for my own ad. I'm gonna jump into three steps now to actually start implementing this inside your business, okay?

You guys ready for these? All right, start writing these down. If you're watching YouTube, right, post these down in the comments down below. If you are watching, listening on the podcast, grab a pad of paper, come walk me through what you need to do right now. Okay, step number one, this is the first key.

Okay, and this is a mindset shift. We understand this, it'll make everything else easier. Step number one is look at your launch as a break-even funnel. Okay, what's a break-even funnel? I talk about these a lot, right? A break-even funnel, like my book funnels are break-even funnels, right?

Somebody goes and they buy the book for people shipping and then there's an audio book for the order form up, there's an upsell and downsell, right? All the revenue I make through this funnel, the only goal of it is to break even, okay? Because again, it's the very first of my value ladder, they're gonna buy that, read the book, get a good experience, they're gonna want to send up

and buy the next thing, right? All the profit comes after the break even funnel, okay? The break even funnel is the key. So for you, it's understanding that your launch, your rollout, your thing you're doing is just a break even funnel, okay? I don't care if you're doing a coordinated launch with 30 affiliates, everyone promoting,

that's just a break even funnel, okay? So feel free to give away a coordinated launch with 30 affiliates, everyone promoting, that's just a break even funnel. So feel free to give away all the commission to the two affiliates, you don't even care, right? The money's not yours, you're gonna give to Zuckerberg if you're on Facebook, you're gonna do an emailers, send it to the emailers, your JV partners, give that money away as a break even funnel to acquire a customer and bring them into your world

and give them an amazing experience, right? And to create, to put them into heat, right? They become the buyer in heat, right? That's the very first thing. So step number one is look at your launch as a break even funnel, okay? Step number two, understanding that the real profit where you double your sales and you 10x your profitability

is the launch within the launch, okay? Think about you just sold somebody information about something, now inside of that you're gonna come back and you're gonna launch something specific. It could be like the week after, the day after, it might be in the middle of it. You can plug it in wherever you want, but basically it's like, in fact,

I see a lot of people do this really successfully. They do launch, it closes down, then when the launch is over, they do a new member, like a welcome webinar, and they jump on that webinar, and they do that webinar, then they make a second offer. In fact, this is one of the, I haven't told this publicly before,

so this is actually one of the secrets on how we actually grew ClickFunnels initially. So you guys have heard me tell the stories how I was doing three, four, five podcasts a week, or sorry, not podcasts, webinars a week, sometimes two or three a day. The way that I was able to do that consistently is I went and I saw, I found all the people

who were launching products, right? So they do a big product launch, right? That was their break even funnel. And then I messaged them, I say, this is a deal. I have a way to double your sales and 10 extra profits by doing one thing on the back of your webinar. Like, what's that Mike? You're going to do a new member welcome webinar, okay?

And they say, how's it working? I'm like, you're going to jump on, everyone who buys your product, you're going to welcome on. You're going to say, hey, thanks so much for buying, we're excited for you, your team's working to get everything implemented for you, but right now, the next step, now that you got a product, is you need a funnel, and this is, I brought my friend Russell,

number one funnel building expert in the world to come tell you about this. Russell, tell them about funnels, and I'd jump in, I would do my 90-minute webinar presentation about funnels, and I would sell them click funnels, okay? So I was finding people who were buyers neat, they had just bought from the launch, they were the peak of excitement,

and then we would do a new member webinar right afterwards, which was basically welcoming to the program, and then introducing to me, and I would do the thing. So that's the other place you can do the launch within your launch. So if you was looking at, okay, during my launch, my initial kickoff, I'm selling information,

what do I have that's next tier, the value ladder, moving up from information to implementation, do you have it done with you, done for you, a coaching program, something like that, that's usually the next tier, the value ladder, right? Moving up from information to implementation, right? Do you have it done with you, done for you, a coaching program, something like that? That's usually the next tier, so you're looking at what that thing is, and then where does it make sense to kind of weave that in, right?

Do you weave it in middle of the campaign, just to the buyers? Do you wait till the campaign closes and do it the new member webinar after? Some people do it a week later, like it doesn't matter where, but it's just somewhere within there is you're doing the launch within the launch.

And that's where you will double your sales and 10 extra profits. Do not miss the step. Everyone misses the step, okay? This is one of the big secrets I don't ever talk about. No one talks about this, okay? You only know if you've been doing this for as long as I have, right?

Because most people stop doing this when Facebook ads were cheap. And they forgot about where the profit in the business actually comes from, okay? So that's step number two. Step number one, look at your launch as a break-in funnel. Step number two, again, remembering that the revenue comes to launch within the launch.

You're trying to figure out what is the launch you're gonna be doing that's the next tier in your value ladder, the next thing that they need. They have the information, looking for the implementation. What is that version of the thing you can sell to them on page number two, or on the step number two, okay? And then step number three is the last thing in Momentum I try to do, right,

is rolling them into continuity. So we have a lot of offers, we'll sell a high ticket thing, right? We sell something for $10,000, okay? And after the campaign closes, then we roll them into a continuity program. Sometimes a continuity program's something like click funnels, but sometimes it's not, sometimes it's like, okay, this is $10,000 over here, campaign closes, then we roll them into a continuity program. Sometimes I continuity program something like click funnels,

but sometimes it's not. Sometimes it's like, okay, this is $10,000 over here. Let's sell it for $500 a month now. And so anyone who didn't buy it, $10,000 rollbacks. Okay, this is $5,000 a month in perpetuity forever, right? So it's not something that, so it's not a payment plan, but it's something where they're paying a monthly fee to be able to access the same thing

that someone would have bought lifetime access to for $10,000. So you're rolling them in continuity. So you're taking this, you gotta always think about the world as a funnel, right? If it's a huge funnel, you have, you know, whatever, eight billion people in the world, then you got like three billion who are on Facebook,

and then you've got from that, you know, 100 million who see your ads, and you get 10,000 click on your ads, you get, you know, 5,000 who opt in, then you get, you know, a thousand that get into your funnel, and you get 500 that000 who opt in, then you get 1,000 that get into your funnel and you get 500 to buy from you, right? So you should have the rest of this whole funnel, right?

Everybody else. So it's like, I'm gonna go now up a tier. So I have 100 people that bought, I'm gonna go up a tier. I got 500 people here and 1,000 people here. Like, for those who didn't buy, what can I, like, I don't wanna lose this momentum. Like, they came to watch the webinar, they watched the challenge,

they got into the momentum of the thing, right? So you have that in there. Now it's like, how do I take that momentum and how do we take it and then plug it into the next thing? So hey, they couldn't afford this, but maybe they can afford this. And that's how we start looking at these transitions. And so it's just understanding momentum, right?

Understanding that if you look at funnels, there's a whole flow of people coming through, but only a certain amount makes it to the bottom of the funnel, boom. So now after that money's come through, right? Then I go up a tier in the funnel and I look at those people, okay, what can I offer them? If they wouldn't be willing to buy this,

what can they buy here? Is it a payment plan? Okay, is it rolling to a continuity version of the offer? Is it a completely different offer? Is it a course? Is it, you know, and I start going back up the value, or back up the funnel and trying to find ways to monetize the people who didn't fall out the bottom.

And this is the key, you guys. This is the big secret. Does that make sense? Okay, so again, step number one, look at your launch as a break-even funnel. Step two, launch within your launch, figuring out where those buyers and heat are, and then plugging them into the next tier,

the value ladder. Step number three, start rolling people into continuity, into down-sell offers, into other offers who didn't fall out the bottom of the funnel. Move up the funnel and roll them into the next program that may make more sense for them. Okay, and then that's done, then roll, when that momentum's done, then roll to the next thing.

Again, if you look at our funnel, right, even, I just look at the last 60 days, we did a big selling online challenge, right? We go to sellingonline.com, and people register for that, and they're going through the three day event with me and then that event where like hey, if you like this virtual event, you should be coming to Funnel Hacking Live.

We push people that have momentum into Funnel Hacking Live. Boom, Funnel Hacking Live happened. Now we're momentuming into the next thing and like it's just always about momentum. Like success in this business is so much about that. You don't wanna lose momentum. You have it happening. Like you just keep dumping into that

and adding fuel to that fire because momentum is such a powerful thing. And when you lose it, it's hard to get back. So keep yourself in momentum, keep your customers' momentum, keep that. Keep those buyers in heat as long as humanly possible because this can help make things so much easier. All right, now do you have a funnel but it's not converting?

The problem 99.9% of the time is your funnel is good, but you suck at selling. If you wanna learn how to sell so your funnels will actually convert, then get a ticket to my next Selling Align event by clicking a link in the description or go to sellingalign.com slash podcast. Okay, you guys, so that is the game plan.

I hope that was helpful for you guys and understanding how to capitalize on momentum, right? Understanding that you can two extra sells and 10 extra profits by understanding this one thing as how to master momentum, rolling one launch to the next to the next and serving your customers at a higher level. I hope you guys enjoy this.

Thanks so much for listening and I'll see you guys on the next video or on the next podcast episode.