Marketing Secrets with Russell Brunson - Recap From The Viral Video Launch Party

Episode Date: September 22, 2017

The secret behind making the important become urgent. On this episode of Marketing Secrets, Russell gives a recap of some of the events for the Viral video launch from last week. He goes into some rough numbers and stats and explains why they did it. Here are some of the highlights of this episode: Russell gives some rough numbers of how the viral video went and some of the stats for the first 7 days since. He explains what good things have come from the video launch and why they did the things they did.- And he explains why he needed to make the important things become urgent in order for them to get done, and why he recommends others do the same thing. So listen to this episode and find out how many views the viral video got, and what good things have come from it so far. Transcript - https://marketingsecrets.com/blog/recap-from-the-viral-video-launch-party Learn more about your ad choices. Visit megaphone.fm/adchoices

What's up everybody? This is Russell. I want to welcome you guys to Marketing Secrets. I'm finally giving you a chance to hear behind the scenes of what happened with the viral video launch, the bubble soccer party, and everything that's happening on today's episode of Marketing Secrets. 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 answer.

My name is Russell Brunson and welcome to Marketing Secrets. Alright everybody, welcome back. Hope you guys have been doing amazing. This whole week I've been in inner circle meetings, so I've been dropping some cool stuff in the podcast. Hope you've been enjoying it. If you're watching the audio version, listening to the audio version, I gave you guys a really cool call from Frank Kern, which was awesome.

Sent you part of my presentation about how I went from zero to $100 million without taking on any outside capital, which was cool, cool hopefully like that and and now I'm finally have a chance to tell you guys behind the scenes so it's been it's been a fun week afterwards you know and whenever something like this happens we have no idea what to expect what you know I mean it's like what happens if we launch this video and gets 500 million views what if we launch it and gets 10 views and you have kind of no idea what's gonna happen and so And so for me, it's always like, I think sometimes people get so invested in the outcome that they miss the fun and the joy of what you're doing, right? I know that I've had times in my life where I do that as well.

And so consciously with this as well as any launch, you know, I set big goals and big dreams and stuff like that. But as I get closer and closer and closer, I start carrying, I start, I don't know the right words. Like I, I delete the, the outcome goal in my head. Like I just like, I don't know what it's going to be. And if I, if I set one and I don't hit it, I'm going to be sad. If I, if I set one and I surpassed, I'll be happy, but I don't want that. Like I did the work no matter what, and I want to be able to celebrate and enjoy it. So I try to like just get rid of the, the outcome in my so like going into it i didn't have an outcome um really and so

again i always look at things like what's the worst case scenario so for us and click phones worst case scenario a lot of you guys know we spent a lot of money harman brothers charged about half a million dollars for um a video plus we threw a big party we hired influencers to come like um you know all said and done i haven't looked at the numbers yet it's been a whirlwind week but i would say probably all in this whole party promotion we were probably in close to a million dollars which is kind of crazy um i think i told you guys before it's the first time i've ever like just kind of put everything on black and or everything on red or however you say that i don't know the terminology the gambling thing but just kind of rolling it

typically with any kind of marketing i'm marketing, we're very direct response driven. Where it's like we test small, put a dollar in and get two dollars back out, and then if that works, then we scale, right? That's how we grow in our company. That's how everything I believe is based on that. So this is the biggest thing we're like, we're putting a lot in without knowing ahead of time.

But it's okay because, again, we're looking at what's the worst case scenarios. Worst case scenario, average ClickFunnels member, lifetime average, I think that's something like 1,200 bucks or something like that. Maybe higher, actually I'm sure it is higher. We just have only been in business. In fact, tomorrow's our three year birthday,

so we have a lot of people that have been three years, so that number keeps growing over time. But as far as we know now, it's over 1200 bucks a person. So worst case scenario, if this video brings us an extra thousand customers, it broke even, which is awesome. So that's really good. But the, the bigger win on my side, well, there's a couple, a couple of big wins. One of it is we knew that when this

video went done, like when it went live, we needed to simplify our process, right? The signup process, the onboarding, like all sorts of stuff like that. And so because of that, I don't know if you guys logged into ClickFunnels recently, but a bunch of new stuff. There's a ClickFunnels game. There's new onboarding. There's these things we call show me hows. They're little walkthroughs that have video and written out explanation on how to do every single thing. We set up a way to get custom domains. We click a button and you get a custom domain. We, um, in fact, give everybody the first custom domain for free. Like we had to figure out all these things to simplify the onboarding process. Um, so when this new onslaught of people came to be prepared for it. And, um,

so one of the biggest things is like, that's something we've known we need to do for probably two years. We just haven't had the time or energy to do it. And so one of the biggest things is like, that's something we've known we need to do for probably two years. We just haven't had the time or energy to do it. And this forced us to spend that time and energy. A lot of times we focus on stuff that's urgent, but not important. What is something that's like super important, but it was never urgent, so we never got it done.

So by doing this and like calling our shot and making this big video, like it forced us to focus on the important that's not urgent. And it became urgent for us. And so we, as a team, killed ourselves. As you probably saw the week prior, we were here all night last week. Our whole tech team and dev team and design team and everyone was here just killing ourselves

to get prepared for it. And there's a lot of valuations. If we ever wanted to sell ClickFunnels in the future, one of the big things to look at is churn rate. And so we knew what our churn numbers were at. For us, it was like if we could lower our churn by 2%, that alone would be worth, oh man, tens if not in the future, hundreds of millions of dollars.

But tens like within the next 12 months. And so that was our goal was to try to lower, reduce churn by two points. So it was a week ago today, the viral video went live. So we're about a week. So obviously stats aren't perfect now. We don't know the numbers. But based on the first,

hey, it's been live a week, what's it trending towards? And I don't know if it's gonna hold. I don't wanna tie an outcome to it yet. But based on the first seven days, our churn in the window and everything has dropped by more than 2%, which is amazing. Especially, yeah, it was more than 2%.

So I'm hoping that over the next 30 days, 60 days, 90 days, that sticks, but if it does, that alone is worth more money than I could ever have dreamt of. So, excuse me, so that's, in fact, the thing is like right now – I could talk about this for a long time to explain it all. But basically where we are right now as we've grown, we just passed 50,000 members last week. Actually, a week ago yesterday, 50,000 members. But as soon as we get to about 60,000 members, the new members we bring in and people we lose each day become about the same.

So it gets really hard to scale past about 60,000 members. The new members we bring in, uh, and people we lose each day become about the same. And so it gets really hard to scale past about 60,000 members. If we drop our churn by two percentage points, our next peak is at a hundred. So almost instantly we get to about a hundred thousand members. Um, so, so that alone is like a big, a big reason. Another big reason, um, why we did the viral video is, um, is unification. If that's the right word, connection, tribe building, bringing people within the culture closer together, and building that bond. I mean, we had hundreds of people throwing viral video launch parties at their homes. We had Julia Stoin who threw a launch party and invited the whole internet.

She had people driving four or five hours to her house to come watch it with her. We had a whole bunch of things and it just brought our tribe as a whole together. We streamed live presentations for me from the Harmon Brothers and Gary Vaynerchuk last minute was like, oh, you guys can stream my stuff too. So we streamed his and we had like 20,000 people live between YouTube and Facebook

that watched this whole event go down. I think how that does for community, tribe, culture, building with our audience, which was amazing. So that was another big thing. It's like, how does this become a bigger win for us as a community? Second is, does this, how does this make ClickFunnels even more fun? Like, you know, we're, we're, we're a software product. We're competing with all these boring software products that are faceless, nameless, and boring. Where now it's like, we are

interesting to talk about. This video is something that people can talk about. They can share, they can show their friends, their family, and people come there. It's like, oh, that's kind of what ClickFunnels does. It gave us the, the ability and the timeliness to rebuild our sales funnel, which was kind of, typically I don't like just like, oh, here's a brand new funnel, but we kind of had to. So it gave us a chance to sit back and really kind of retweak things and build things really differently. You've probably seen some of it. And again, it's only weekend, so I don't know super good conversion numbers, but as a whole, conversion and EPCs and dollars in are up dramatically so like doing this thing wasn't just like how many times the video been shared how much

fire like is it actually working like um but it's all these other pieces that um are more important to us that it forced us to do and so i just want to put it out there it was funny i was watching people's facebook the next day i think we had like 300 000 views the first day and people were like oh this didn't go viral. ClickFunnels burned their money and all these things. I'm just like on my side laughing. So I'm like, you guys don't get it. Like you're missing, like people see what they understand, but they're missing the rest of it. And so that's my goal with this podcast always is to like let you see the magician's hands. Like, what are we doing? Why are we doing it? Like, why was that important? Why was I willing to gamble

and risk that much money, um, on something that, that was that big of a risk? It's because there was, because it forced us to take the important and make it urgent. Um, which is most businesses don't ever do that. And that's why they, they die. Kind of like your, uh, kind of like my wife's business. You've just seen the video. Anyway, sorry. Um, I buried next to my first wife's business and my first wife. If you haven't watched the video anyway sorry um i buried next to my first wife's business and my first wife you can watch the video go to clickfunnels.com watch the video that the way that joke make more sense along with the nude squirrels and everything else um other good things it did for us internally it's um um we've always struggled as we recruited talent people

know clickfunnels um which is the majority of our team come in but like developers and things like that's hard where now it's like they see the video and it's like, oh, cool, that's the company, that's the culture, that's what I want to be part of. It's helping us already recruit talent. And the other side, it's bringing in customers at an incredible rate. So prior to this launch, depending on the ad set and the landing page, stuff like that, for us to get into ClickFunnels, remember,

on the low end was probably $60, higher end, $120, $130 to get a free trial. That's kind of been the window we played with. It goes up and down and bounces all around. That's kind of been the window. Right now, the video is getting new customers at under $40 a piece on the paid side. But don't forget, there's also the free side that's just bringing tons of free people. So if you take the free and the paid and mix them together, um, our cost to acquire a customer right now from the video is probably, I don't know, again, this is pulling out top of

my head. I'd say probably 15 to 20 bucks. Um, which is insane. Insane. Most assets in our world are like 120 to 150 bucks. Um, so yeah, so there's kind of cool things. Um, we also, as of today, we actually, I check it. Um, we were almost at a million views. So a million people have seen ourselves video and now are aware of ClickFunnels, which is crazy. Um, pulling up the actual thing to see we were, we were thinking today we may pass a million views, but it's going to be, it's going to be tight one. I don't think we've done it by now, but by tonight, hopefully, we will have done that. Yeah, we are at 927,000 views. So we're getting close to a million.

And this thing will continue to drive leads, drive traffic, drive sales today, tomorrow, for forever. We knew with launching this, it wasn't going to be like a poopery or squatty potty viral this, right? Like to explain what ClickFunnels is takes more. In fact, they were kind of stressed out first. Like this is the longest video we've done because i think it's yeah four minutes and it's almost five minutes long and i was like yeah but it's okay because i would rather have less people but the people who watch it understand we are and then they come in and they actually become customers and they stick so um it was funny people that it's just funny to me i see all the trolls that are in uh comment like oh like the video's too long you know that's why it's not

going viral i'm like dude i don't need it to go viral. That was the campaign we did to unite the community and get people excited so that people cared when this came out. All the other things is why we did it and why it's already, I get paid for itself within the first 30 hours. That part was done. Now it's this tool and this asset that's becoming huge for us okay so that's why I want people understand like

in case they don't because I know a lot people don't quite get all the pieces so hopefully this hope this kind of helps excuse me um so I'm watching the video getting so fun all right so what else what else so I was gonna share with you guys so that's some of the the core things again a lot people when asking me about it. The last thing I'm going to talk about is it gave us the ability to throw a party. Why do you like throwing parties? Because we're marketers and we should make an event out of everything. We had an inner circle last week.

We had James Malinchak. If you know who James are, if you Google secret millionaire, he was on Secret Millionaire. This was like seven or eight years ago. And remember he was on Secret Millionaire. This was like seven or eight years ago. And remember he was on Secret Millionaire. Most people are like, you're on TV, it's like, hey, I'm on TV, and that's it. But James was really strategic about it, and he actually threw a big party at his house.

He invited me and a bunch of other people out to the house and then did a whole launch around it. He had, what's his name, from Lifestyles of the Rich and Famous, Robin Leach come to it, and he threw a big event around it, and it made it fun for people like me to come to it and talk to it and share it and like and and and made me become friends with James and connect with him and like care about him and his mission because he threw this big event around

it that's what we did this as well as like they gave us ability to throw it an event the people whether they could come to boys you're not could watch it streaming live and see me and see Gary and see all these people and just so many cool so many cool, again, tribe building, culture building things that came from it. So anyway, throw an event. I tell people, if you're gonna launch a Facebook ad, throw an event around it.

If it's gonna be good, invite 10 other influencers to come to your house, launch an event together, launch the ad set together, whatever it is, and make a party out of it. And now it's like they have a vested interest in your success. They're gonna watch, they're gonna talk, they're gonna, all those amazing things kind of out of it. And I was like, they have vested interest in your success. They're going to watch, they're going to talk, they're going to, you know, all those amazing things

kind of come from it. So every, my office is out clapping. We got some weird people over there anyway. Sorry. I hope you don't know what's happening out there. So, uh, anyway, so I hope that helps you guys. Cause everyone keeps asking me like, what happened? Has it been good for you? Has it been bad for you? And I just want to kind of give you a recap. It's been freaking amazing for us. Again, it forced the important to become urgent. It's reduced our churn. It's dropped our cost to acquire a customer. It's increased our conversions. It's increased our average cart sales.

So many good things to come from it. We built some amazing relationships. People who would never know what ClickFunnels were sat in a room for five hours with us and played bubble soccer with us. We won a Guinness Book of World Records playing bubble soccer. We built connection, community, relationships. So many good things came from this thing. And it's been amazing. So, yes, it was good financially as well as all the other things.

And it keeps continuing to grow. I don't know how many software companies have a sales video that has been seen a million times in the first seven days that's rare um and it was a sales video that pitched the product really really hard so you know i mean like sometimes they have these ones that are like fancy videos like like i don't know if you remember grasshopper they had a really cool viral video about being entrepreneurs big entrepreneur thing they've been last screens like grasshopper and that that was it and like yeah that did that but didn't sell the product like i i was like what's grasshopper grasshopper.com like oh it's like phone systems for entrepreneurs i didn't know that um this one is like a million people watched it and it's pitching our product you know what i mean like um we have five five thousand

three hundred ninety seven shares nineteen thousand uh emojis and tell me comments anyway uh 1870 comments like it's all good from a lot of different angles so all that helps hopefully give you some vision um some some visibility on what we did and why we did it um you know one of the big reasons why we do launches as much as i hate them and the stress that goes into them is again it forces the important to become urgent so i i recommend for you guys to look at like, what is the, what are the important things that you have that you need to do that you're like, I know I need to do that. And how do you make it urgent? Like how do you tie a launch or something or like an event or something that forces the important that you know you need to do to become urgent? You know, for us, it's like the urgent, I was launching a new funnel, launching a new thing, like driving

more sales. Those things were urgent. So we were always doing them, but it was like, if I can, if I can reduce churn by two percentage points, that's worth more than 10,000 new customers to me. But I never did it because it wasn't urgent. It wasn't like in front of my face all the time, right? So as soon as I made the important become urgent through this process, it became urgent, and it's been a huge sense then. So there you guys go. It's been seven days. Like I said, I'll probably do the recap here in 30 days or so and kind of keep giving you more stats so I get clearer numbers on things.

Like I said, I've been intercircled the last four days, which today is my first day back, and half the team is gone. So I'll get deeper in the numbers and stuff and share more as we keep going on. But I hope that helps. I appreciate you all. Thanks again for watching the video. If you haven't watched it, go watch it. Go share it. Go comment.

Go like. Have some fun because that's what we do. And tomorrow, by the time you guys listen to this, it'll be ClickFunnels' third birthday. Yes, we've only been in business three years. We passed 50,000 members. We changed the world thanks to you guys. So thank you for everything. Hope this helped.

Appreciate you guys, and we'll talk 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