Marketing Secrets with Russell Brunson - Launched: Project Mother Funnel!

Episode Date: July 11, 2018

It's finally live! Here is a behind the scenes look of some cool things we did and why we did them. On today's episode Russell talks about two big projects that are finally both going to be live, the OUR documentary and Project Mother Funnel. Here are some of the awesome things you will hear in this episode: How you can share the Operation Underground Railroad documentary and help save children's lives by doing so. What differences Project Mother Funnel has made inside Clickfunnels and how that is helping with conversion and churn rates. And what changes are still to come as Russell's team continues to make tweaks and polish up Project Mother Funnel. So listen here to find out how you can help change the lives of children who are in desperate need, and find out how project mother funnel could change the way people use Clickfunnels. Transcript - https://marketingsecrets.com/blog/launched-project-mother-funnel Learn more about your ad choices. Visit megaphone.fm/adchoices

Good morning, good morning everybody. This is Russell Brunson and today we are going to change the world. So the big question is this, how are entrepreneurs like us who didn't cheat and take on venture capital, who are 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. All right, so I hope you guys have an amazing day today. I got so much stuff, like amazing things I want to share with you and not enough hours

in the day to share them all. So first off, as I mentioned in the intro, today we're going to change the world for some people. Today we are officially launching the OUR documentary, which I'm excited for. It's not often you're working on a project that literally when you push the funnel live, there will be children who will be rescued from sex slavery, children whose lives will be saved, children who are in the deepest, darkest parts of hell here on earth will have a chance to be liberated. And that's what's happening today.

And so you've got to be part of that. How exciting is that? You guys should all be going to OURfilm.org and sharing that link and posting on Facebook and social media and telling your friends and your family. In fact, my sister, for crying out loud, who doesn't have social media following at all, she saw the trailer and she went and like all her friends in her neighborhood, she went

and told them, go watch this, go watch this, sign up for it. You can help little kids and like all of you, all of us can do something. We can all share this message and it's a really easy way to do it now. Just tell people to go watch the documentary. So we're finishing up the funnel. We were up there late last night getting it done and it's almost live and it's so exciting and I'm hoping the other charitable organizations look at the model So we're finishing up the funnel. We're up there late last night getting it done. Um, and it's almost live and it's so exciting. And I'm hoping the other charitable organizations look at the model that we're doing through this funnel and you guys model it. Uh, because I think a lot of good can be, can be done with this. And so, um, ah, anyway,

I'm pumped. I'm excited. And that's our biggest thing that's happening today. So, um, that's number one and kind of what I want to share with you guys today. And man, I'm already at the office. This drive gets shorter and shorter. Um, the other major project we've been working on it that finally went live after like eight or nine months of work is project mother funnel, which some of you guys have heard of that before. So I want to hang you guys a little bit of update. If you haven't seen it yet, if you go to click funnels.com and you're not logged in, you'll

see the new homepage and a couple of things I want to talk about some of the strategy behind it. Cause I think, um, I think it'll be beneficial for you guys. So here's, if you're taking notes, here's some big ahas you should look at from it. And by the way, um, the initial conversion rates and metrics from it are crushing it, like killing the old stuff, which is exciting. So that's a good sign. Um, all right, number one. So if you notice the video on the page, what we did, um, when, when we, um, the old video we had, which was the, the gold prospector one, it was good. It, it, it converted people, but people that converted didn't stick as long.

Like we definitely saw our churn. We saw conversions go up, but churn rate go down or yeah, churn rate also went up. And I think it's because what happens in our world is some of you guys probably know if you're drinking the Kool-Aid and if you're listening to this podcast, you probably are drinking the Kool-Aid. Um, but someone comes in for the software. Um, and if they come in just for the software, it's like a commodity and their feature shopping and their price shopping, all sorts of stuff. Right. Um, and if we can keep them long enough

that they get introduced to the culture, to the movement, to the mission, to all that kind of stuff, then people stick. Right. And so a lot of times it happened, people coming off the, the funny viral video, they sign up for thing and then they use the software, they don't use it and they leave and it kind of ends. Whereas when people come in and they, they come to an event or they come to a webinar or they experience the energy of what we do, then they stick, right? Cause they, they're attracted to, and they stick because of that. And so what we did instead of having that, like, cause right now, like we just have a click funnels. You don't see that for a couple of weeks in before you start getting videos and messages that introduce you to that part of it.

Instead, what we do is we introduce that immediately, where it's like, that's the first thing. If you watch the video, you'll notice it talks about funnels, explains what it is, but more importantly, it's building that culture from day one, from the very first second. There's a line in the video that says, ClickFunnels is not a software program. It's more than that. It's your family. I want that says click funnels is not a software program. Like it's more than that. It's a, it's a, it's your family. And like, I want that message up from day number one. So you notice we flip that around.

So it's like day number one, cult building, culture building. Also, if we talk about is like front and center, the very first thing, and it may decrease conversions, but it increases the stick because of the culture.

Now, the nice thing is that actually increased conversions too. So double whammy. Yay. We won on both sides. So lead with your culture, you guys. Don't hide it behind the scenes like we have been doing for the last three and a half years, right?

Because it's what gets people to stay. So that's number one. Number two, like years ago, I went through Ryan Levesque's Ask Method and I always wanted to do it, but I didn't know how. So finally we hired this dude, one of Ryan's clients. We nicknamed him Survey Steve. He was awesome. He did a huge survey on all of our ClickFunnels members. And we kind of found out from that that there were like 10 segments of people that use ClickFunnels. And each segment used it for different reasons and we need to speak to them differently, but we didn't

know how to do that. And so what we ended up doing is Karen on our team wrote an entire long form sales letter for each of the individual industries. And then Kevin and Brandon, we found a case study for each industry where they flew to their homes and film and capture their story. And it's amazing. So if you go to clickfunnels.com, you watch the indoctrination video and then at the end it says, tell us what industry you're in and we'll tell you what type of funnel works for you.

So what happens is then if you click on that, it takes you a little survey. We find out which one of the 10 industries you're in, and it takes you to one of 10 for sales letters. The top of sales letters is a video of somebody in that exact industry who's just like them. So the same kind of thing as them telling their story. So you have the emotional connection video and down below there's long form sales that are showing how people in that industry would actually use funnels. So it's bridging that gap and connecting it for people. Okay. So writing one sales letter is hard. Writing 10 is way harder. So you'll notice there's 10 full sales letters all communicating to different market segments,

which is awesome. Then Julie Stoyan went through and she found three case studies in these industries. There's 30, is that right? 30, 30 case study videos she created of people. And so what happens after you go to Project Mother Funnel, you tell us what market you're in, you're taking the long form sales letter. Then you're taking back the first email in the sequence takes you back to the sales letter. The next three email sequences take you to case studies, people who are in the same market as you are in telling their case studies. You go back, you watch the video of Julie telling the case study of this person, and

then it tells me to get a free trial or pushes them back to the long form sales letter. It's back to their industry. So they go back to that industry. Oh, anyway, it's insanely cool. So there's a whole followup sequence, whole page sequence, whole case study sequence based on all 10 different industries. So just that alone is 40 pages and probably, I don't know, a couple hundred emails. Um, and initial conversion on that opt-ins are insane. We're getting between 150, 200 more opt-ins a day right now, which is, which is huge. Um, and our trial count has gone up about a free trial, like by over a hundred options a day right now, which is, which is huge. Um, and our trial count has gone

up about a free trial, like by over a hundred people a day, um, just by making those shifts, um, on the organic traffic that's coming through. So that's exciting. Then I realized some people won't come for, they don't come for the industry specific thing, right? They're coming in and then they're, um, and they're looking for a funnel. So the next block on mother funnels, like, Hey, what's your goal? Tell us why you're here, and we'll tell you what kind of funnel to use. And then the goals are like,

I want to generate leads, I want to sell a product, I want to run an event, or I want to follow up with my customers. So it's kind of this graph here, and they can pick, okay, well, I want to follow up with my customers, or I want to generate leads.

You click on that, and it takes you to a page that's like, cool, there's two types of funnels that generate leads. One is an opt-in funnel. I explained that. One is an application funnel. I explained that. And like, let's search one down below and I'll just give you a case study showing exactly

how to use it. And I'll give you a whole bunch of those types of funnels. So you click on that and now it's the second survey, right? So what's your goal? So it's like a little mini survey. So the first survey, the top block is industry specific. What industry are you in? The second one is what's your goal?

And it takes you through this little survey to figure out what's your goal and shows you what funnel you should be using. And then it teaches you that funnel and it gives you like 20 templates based on that funnel. So there's the second layer of survey. Oh, it's so cool. So you should go check that out. And then we built like 90 share funnel templates.

Jake, Leslie, and a team of like 15 designers and Nick, our team's amazing. They went out and built 90 share funnel templates on all of our favorite best funnels, best practices, and they're all designed amazingly. And they're all in there as well. Then the third block in Mother Funnel, so you got industry survey block, then you've got the goal survey block, which then gives you free templates at the end. And then the third block, um, uh, is now showing you like, by the way, ClickFunnels replaces all these other things. Like, um, if you are, if you're like, here's how ClickFunnels replaces your email editor. Here's how it replaces, or excuse me,

your email followup. Here's your, so all of our core features. So ClickFunnels, the ClickFunnels editor, Backpack, Actionetics, and then Pipeline and Wasabi are coming soon. So there's like, it shows a computer monitor with those six things. It's like basically this does all your digital marketing. And if you click on one, like ClickFunnels, it shows you a long form sales letter teaching you how to use the ClickFunnels editor. And it's two part, you'll notice one half is strategies. Here's the strategy of how to use it. And the second half is like a technical doc. Like step one, you click here. Step two, you click here.

Step three, you click here. So not only does it sell you on how to, on why you need this feature, then it shows you how to actually do it. Okay. The problem in the past is usually like there's a sales letter, right? That sells somebody on something.

Or there's a technical doc that shows the technical doc. So the technical doc, they see technically how to do it, but they're not sold on the strategy. Or they doc. So the technical doc, they see technically how to do it, but not sold on the strategy or they show them the strategy that are not technically how to do it. So we decided to mush those two things together. So the first half sells them strategically and then trains them doctrinally, like how to actually use the thing. And so you get both of those. And so we have one of those long form sales letters for the four core features right now inside of ClickFunnels. And then we'll be adding it for the two other features coming out later early next year, which is awesome.

And then this block's not on there yet, but all of the smaller features inside of ClickFunnels, like FOMO Funnels, auto webinars, all these other like sub features, digital table rush, things like that. We're gonna be making long form mini sales letters for each of those as well. That'll also be on the homepage as well.

So if you're looking for feature based things, and you're like, Oh, I want FOMO funnels, click on that. Boom. Here's the sales that are teaching you the strategy behind it and then showing you the, how to set it up, mushed into one sales letter. So that'll be the next thing we start adding to the homepage. Uh, moving forward is all of the sub features, uh, which is exciting. Then below that we have, um, um, our community. So it's like, hey, if you're a funnel hacker, here's InfoHackin' Live. And then there's also our 2ComicClub and 2ComicClubX. So we talk about those in there. And we also have our charities.

So we have World Tea Trade on the homepage, which is now Village Impact. They changed their name. And we also have Operation Underground Railroad. So all that's on the homepage as well. So if you look at Project Mother Funnel, I think it breaks off to 66 different pages. It's insane. There's hundreds of emails in the sequence. But you should go watch it and just look at it

and admire it because it's art, first off. I'm so proud of it. But second off, I think there's a lot of lessons you can learn from it. Look at how we're segmenting our audiences. Look how we're segmenting based on audience. We're segmenting based on goals. We're segmenting based on features.

We're segmenting based on so people can kind of find what they're looking for um and then and move from there we're leading with the culture which i think is a big deal um we're uh we have different follow-up sequences based on who's coming in what's what's happening and how much other amazingness so anyway there you go project mother funnel is officially live it's not finished though in fact it's funny now that mother funnel gate and we always code name so there's project mother funnel then there's the spawn of mother funnel which is all of the 90 templates that jake and his team built and then so now that it's live now it's not it's live it's not finished we're like now like after you birth the baby there's all this like slime on it so in trello we changed the name from not started that

to that column this is not started we changed it to the baby slime board now it's, there's all this like slime on it. So in Trello, we changed the name from not started that to that column says not started. We changed it to the baby slime board. Now it's like, here's all the baby slime things we have to do to clean off and get this thing, you know, completely done in live. So there's still things that are happening and changes and tweaks you'll see over the next couple of weeks. Um, we're changing the signup flow. We're changing the new onboarding. We're changing a bunch of cool stuff. But, um, as of right now, I just want to kind of show you guys that cause that's, that's the first phase. So anyway, it's exciting. I'm pumped. I hope you guys are as well. Um, with that said, I'm gonna go inside and we are going to launch the OUR film.org. The video is going live. Um, Tony Robbins promoted yesterday. He's got like 110,000 views on the trailer,

which is exciting. And anyway, I'm excited. You guys, we're going to change. We're going to save some kids today and change their lives and hopefully make this world a little bit better place. So appreciate your help and support in this. We love you guys. I hope you can feel that through the service we try to continually give. We are here for you, and we are trying to make your jobs as entrepreneurs easier so you can change the world in your own little way. Thanks so much for everything, and we'll talk to you soon.

Bye, everybody. Would you like to see behind the scenes of what we're actually doing each day to grow our company? If so, then go subscribe to our free behind the scenes reality TV show at www.funnelhacker.tv.