Marketing Secrets with Russell Brunson - (Q&A) Perfect Challenge Secrets

Episode Date: December 9, 2022

How to structure your 5 day challenges so people will buy what you're selling when you make the offer! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

You're listening to Marketing Secrets with your host, Russell Brunson. Ask Russell Anything, and I'll answer on the podcast. And so I put the block up there, and I told people on a couple podcast episodes to go and submit your questions, and I'll answer them. And then I waited, and I waited, and I thought that nobody was sending questions in. And I was kind of like, oh, well, that sucks. I thought people had some questions. And then one night, one late night, I was sitting at home, and I thought, I'm going to log into the system and actually see what's happening. And so I logged into the system, and I thought it was going to email me all the things and I had forgot to check the box that email responses to me.

So I logged into this inbox and there are like 10 pages of amazing questions from you guys that I hadn't even seen before. So I'm going to start doing these more often where I jump in here, answer one or two Q and A's and we throw them out as episodes to hopefully answer your guys' questions. I'm specifically going to be answering questions that I think are broadly applicable to a lot of people. And so that's kind of the game plan. So I'm going to jump in and out and answer the very first question that came in. And it came in a couple months ago. So I apologize for my delay. This question came from Sagar. And I'm going to play the question real quick. And I'll come back with my answer. Hey, Russell. My name is Sagar Sengam Sahu from India. I left my job.

Now I'm doing my full-time coaching business. When it comes to challenge, five-day challenge, three-day challenge, people are loving the challenge. My stick rate is very high, but they're not actually upgrading to next level. What is your suggestion to be at the best high converting challenge?

That is something I wanted to ask. Thank you so much, Russell. Okay, so I think this is such a good question. I'm glad he asked it because I want to share this with a lot of people because I'd say over the last 12 to 18 months, like one of the big hot topics is challenges, right? And rightfully so.

Challenges work so, so, so good. We've had some amazing people talking about challenges. I know at Funnel Hacking Live, man, when was that? I don't know, four or five years ago, I had Natasha Hazlett come and talk about paid challenges. About the same time we launched the One Funnel Away challenge, which completely changed our business as a paid challenge. And that's what, you know, we ran that challenge twice a month now for five or six years. And then a couple of years ago, Pedro Odeo came into the scene and started talking about free challenges and he blew up free challenges.

And then everyone's doing free challenges. Last year, he spoke about hockey live. We trained on inside the two common club X coaching program. And now everyone's doing challenges and they're free challenges and they're working great. And for those who didn't, who saw when we launched click funnels 2.0 recently, uh, we did it through a challenge. You can find it your first funnel challenge.com. It was a free challenge and it killed it for us.

One of the most successful campaigns we've ever ran here at ClickFunnels. And so challenges are big, they're hot and I get it. But one of the biggest problems people have is exactly what his problem was, which is what do I actually say? I'm doing a challenge, right? Like I keep people jump on, we have a challenge,

we go through the process and then at the end, I try to get them to buy something and they don't. And the question is why? Like what's the reason why they're not buying the product or the services I'm selling? Why are they not ascending up to the next tier of the value ladder? All those kinds of things. And so I want to address that because this is really, really important. I think too many people talk about challenges and they're excited about the fact that it's like five days and then you pitch something at the end and not spending time

talking about the structure. How do we persuade somebody? How do we move them? How do we break their false beliefs? How do we do all the things we need to do so that on day four, when we decide to open up our cart for them to buy something, they're prepared, they're ready, and they're going to actually purchase. Okay. And so I actually want to step back and ask you guys all, how many of you had read the book Expert Secrets? Okay. If not, this is the playbook for how to convert anything online, how to sell through email, how to sell through ads, retargeting, sales videos, sales letters, webinars, but also through challenges.

Now, this is something, if I could go back in time a decade ago, I would change. But when I first put together this framework, I was doing a lot of webinars. I speak at live events. I was doing webinars. And so I created this framework based on everything I learned over two decades of speaking from stage and closing and selling. So I took all that stuff and then I put it together into what I call at the time, the perfect webinar framework. Um, and it was funny cause it was actually, it was right when I first launched my inner circle. Liz Benny was one of my first coaching clients ever in.

And, um, she came in and she wanted to do a webinar. And so she's like, well, how to do a webinar? I'm like, um, let me show you. And I spent like three or four days looking at every webinar presentation I've ever given. All the ones were successful. All the ones that failed and mapping out. And I built out this framework that is now affectionately known as the perfect webinar. Um, and we gave it to Liz. She would use it. She crushed it. I started training people on it, started selling that as a product. And, um, and the expert seekers book is me basically teaching everything behind this perfect webinar framework, right? Cause it is how we get people to move, how to get them to break false belief, how to get them to buy the thing we're going to buy.

And my disservice is I call it the perfect webinar. So people like, Oh, I'm not doing a webinar, Russ. I'm doing a challenge. I'm like, duh. But like, it's not just for the perfect webinar. It's the perfect challenge too. Like it's, like it's perfect for all these things. Right.

And, uh, it's just taking the perfect webinar framework and molding it into something a little bit different, okay? And so I want you to understand that. Number one is like go back and read the expert secrets book or go to perfectwebinarsecrets.com and buy the $7 script there because it's the same thing. If you look at my five-day challenge, I break it down the exact same way that I break down my webinar, okay?

During my live webinar, during the perfect webinar, the first 15 minutes is telling my origin story about how I discovered this framework. Right. And then, uh, the next 15 minutes is, is introducing the new opportunity. Okay. And again, I can teach a three day event on this. I have multiple times. So this is kind of the faster version. You've got to go deep if you really want to master this. But, um, again, in the first 30 minutes of the perfect webinar is origin story and introducing the new opportunity. Again, not an improvement offer, a new opportunity. That also happens to be day number one of a challenge.

If you look at the Funnel Hacks webinar, the first 30 minutes is me telling my story about how I discovered this thing called funnels. I tell the origin story and I do secret number one, which is me showing the opportunity, which I'm I'm showing them funnels. And so for me, it's in the webinars, me teaching funnel hacking. Okay. When I did the year first funnel challenge, guess what day number one was? It was literally the first 30 minutes of the webinar, right? I got in there and I told the origin story about how I discovered funnels and I taught secret number one, which was, um, funnel hacking, right? That was day number one of the challenge. Now, the only difference is because we have a little more time during a challenge, after I got done teaching that, then I came out and I had two success stories come and share their story about the new opportunity, okay? So for our challenge, day number one, I had Jamie Cross, who uses webinars and uses funnels

to sell her soaps, physical products, e-commerce. She came and told a 20-minute story about how she used everything I talked about, like the new opportunity Russell introduced you to, that's how we blew up our soap and lotion company, right? So she spoke for 20 minutes and then Stacey and Paul Martino came and spoke for 20 minutes and they said, remember the new opportunity Russell has talked about? This is how we use it to launch our coaching business, right? And so they're strengthening and edifying the thing that I said, okay? So that's what's happening day number one, the challenge. Okay. Day number two, the challenge is in the perfect webinar formula. It's secret number two. Okay. That's what it is, which is all about figuring

out what are the internal false beliefs, right? They believe the funnels are the greatest thing in the world. Number two is like, they've got to believe that they can actually do it. Right? So here's, I have to show them examples. Here's how easy it is. How simple it is. Let me show you, uh, you doing it. And like, I'm trying to help them examples. Here's how easy it is, how simple it is. Let me show you, you doing it. And like, I'm trying to help them visualize and see exactly how to do it, right? And so that's day number two, which is secret number two. And then again, because we have longer form

and we've got a challenge, we have a day, then I have two people come in, two guests from two different businesses or industries or things who then come and show exactly how, how what Russell just showed you actually works, okay? Now, your problem you're gonna wanna have with your guest speakers, you're gonna want them to come and speak for, you know, just showed you actually works. Okay. Now you're, you're probably going to want to have with your guest speakers. You're gonna want them to come and speak for, you know, 30 minutes or an hour and it's, it's, it'll actually hurt you more than anything else.

Okay. They're short, they're tight. I do 40 minutes of teaching 20 minutes and 20 minutes. So the whole thing ends up being what was at 80 minutes. Um, so I end within an hour and a half during a challenge day. Okay. Um, and so that happens day one, day two, day three, guess what is secret number three, which is the external false belief from perfect webinar script. Okay. If you don't know what I'm talking about, go watch the perfect webinar training or go read the expert secrets, but secret number three, breaking the external false beliefs. I teach the framework for, uh, for 40 minutes, speaker number one, speaker number two, and it ends right. And from there, you transition to day number four and day number four is the stack and the clothes, right? From the perfect webinar. Okay. Day number four is the stack and the clothes,

right? Um, and so what I typically do is I lead though with a guest speaker showing how everything where I've talked about day one, two, and three is actually true. It's worked for them, right? So there's some content there and I transitioned from there directly into my stack and my clothes. And after the stack and clothes, I have testimonial story person number two to then re-edify about the fact that they had purchased the thing and how it worked for them, okay? And that's day number four, stack and close. And then day number five now is the logical re-pitch, okay?

This is where you're coming like at a three-day live event. This is the re-pitch that happens on day number three. In a webinar, this is the follow-up webinar that happens the next Monday to close down sales, right? It's where you're basically logically re-pitching them, helping them understand the logic behind it, right? Day one, two, three, and four are all about getting the emotional buyers to buy. Day five is about the logical buyers. And then the rest of your sequence, you know, if the challenge goes Monday to Friday, then Saturday, Sunday, Monday is all urgency and scarcity, getting the fear.

The third close, which is fear, getting those people to buy. So you have emotion day one through four, logic day five, and fear, which is urgency and scarcity, day five, six, and seven, or eight, however it ends up going, right? But it's basically, I'm taking the perfect webinar, I'm tipping it outside, and I'm breaking it up over the five days for the challenge. You can also do that in a three-day challenge. I don't recommend it and I'm breaking it up over the five days for the challenge. You can also do that in a three-day challenge. I don't recommend it as much, but you can. Three-day challenge, the difference is you're probably going to do origin story secret one and maybe secret two on day number one. Day number two then is secret number three and the stack and

the close. And day number three then is the logical repitch, right? So it's just you're morphing it, but the sales process is the same. Okay. It's the perfect webinar. It's also the perfect email sequence. It's the perfect retargeting campaign. It's the perfect challenge. It's the perfect everything. Okay. It is, um, again, I hate that I call it the perfect webinar because everything is just the perfect webinar, but it is the perfect challenge, the perfect everything. Okay. So if you're, if you're challenged on converting, it's probably because you're not taking them through the, the, the perfect webinar through line, which is the key to increase the sales at the end when you make the offer, okay?

So hopefully that helps you and anybody who is doing challenges, not having success with them yet. It's coming back to the fundamentals of this is the Perfect Webinar. I gotta perfect it, I gotta use it. And if I do, it's gonna be successful. So hope that helps. If you haven't gotten the Perfect Webinar script yet,

go to perfectwebinarsecrets.com. It's seven bucks, you can get the script there. Or if you want the Expert Secrets book, go to expertsecrets.com. It's seven bucks. You can get the script there. Um, or if you want the expert secrets book, go to expertsecrets.com and get the book there. Uh, it's free plus shipping handling. So I mean for, you can get both of them for under 20 bucks and you got everything I know about how to create a webinar slash stage presentation slash challenge training, uh, as possible. So hope that helps. Thank you so much for your question. And if any of you guys have questions, please go to marketingsecrets.com, drop your question in there for me. And, um, and I will

try to answer live on the podcast. Thanks so much. And we'll talk to you guys all soon. Bye everybody.