Marketing Secrets with Russell Brunson - S2E3 - (VRE) The Zuma Juice Funnel - Episode #1

Episode Date: September 2, 2022

Here is the story behind ZumaJuice.com updates on the funnel! 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

Metrolinx and CrossLinx are reminding everyone to be careful as Eglinton Crosstown LRT train testing is in progress. Please be alert as trains can pass at any time on the tracks. Remember to follow all traffic signals. Be careful along our tracks and only make left turns where it's safe to do so. Be alert, be aware, and stay safe. Hey, this is Russell. Welcome back to the Marketing Secrets Show. Today, we're going to be showing you guys behind the scenes one of our virtual real estate companies called Zuma Juice, which I'm really excited. I'm going to talk to you guys about the reason

why I started this company, why I was excited by it, what we've done, how we manufactured the product, how we created the funnel, the people we funnel hacked and why, who was the target market, who, what audiences we wanted to do, how we launched it, the flops along the way, me on stage at Fun Hacking Live being too embarrassed to even talk about it because of some of the mistakes and a whole bunch of other stuff. I hope you guys enjoy this episode. If you do like it, again, please rate and review this wherever you're at. If you're on Apple or iTunes or whatever, please rate and review.

Um, if you're watching on YouTube, leave a comment. Uh, I'd love to hear those things. Uh, also don't forget, you can always go to marketing secrets.com and there's a section there where you can actually leave voice questions for me about this product, this funnel, and I will be answering those live on a future episodes, which is really cool. Um, also as you listen to this episode, I want you to set your intentions. I'm sure you guys behind the scenes of a business that I'm building and launching that eventually I think I will sell and exit for eight figures. But I'm showing you guys the entire

journey. And the end of this episode, spoiler alert, we're ending on this not doing well yet. And so I want you to set intentions as you're listening to this to just kind of think about your business. I'm guessing that you're not trying to launch a green drink company. My goal is not to like give you the blueprint for a green drink company, but, um, all the lessons I'm learning along the way, think about your business as you're doing right now. Set an intention of like, Oh, there's one piece. Like I can apply that to my business. Like, Oh, I didn't, I missed that step in the process. I should do that. Or, Oh my gosh, like Russell failed and it's okay. I can fail and be okay as well. So a set of intentions, like as you're listening to this, like figuring out the pieces that apply to you

and your specific business. Don't just listen, uh, as a nice story. It'll be a nice story, but, um, there are going to be nuggets in here. They're specifically for you if you are listening to them. So listen with ears to hear. And if you do that, uh, there'll be something in here for you. Um, and then the sponsor for this show, uh, because we don't have any actual sponsors yet. I want to sponsor from somebody who I love. So the sponsor from this show because we don't have any actual sponsors yet I want to sponsor from somebody who I love so the sponsor from this show is actually Dan Kennedy this is bobblehead Dan if you haven't met him yet if you're listening you can't see him

but I've got a little Dan on an ox with a bobblehead if you are not subscribed yet to the No BS newsletter make sure you do on the No BS newsletter you get a print newsletter in your mailbox twice a month one is from Dan Kennedy teaching the top marketing strategies in the world and number two is the behind the scenes letter. We'll actually show you guys behind the scenes of this and other funnels.

I show you page by page what we're doing, why we're doing it. We show you stats, conversions, and numbers. Those newsletters come to you directly to your mailbox. They are too controversial and cool to post online. The only way to get them is by going to nobsletter.com. Go subscribe and you'll get personal letters both from me and from Dan Kennedy in the mail twice a month. Go to NoBSLetter.com to go get subscribed to the No BS and the behind the scenes newsletter. With that said, you guys, I hope you enjoyed this episode of the podcast. You're listening to Marketing Secrets with your host, Russell Brunson.

Okay. I'm excited. Today we were talking about the Zuma Juice funnel. As you can see here, if you're watching the video version, we've got the samples of the boxes, the packaging, everything here for both Zuma Juice, the green drink, and the red drink. And by the way, if you're just listening to the podcast and you want to see the video, make sure you go to marketingsecrets.com. The video version will be there as well. But I want to tell you guys about Zuma Juice. Again, this new format for the podcast, I'm going to be sharing kind of behind the scenes of some of the virtual real estate and the businesses and things we're starting and why. People always ask me, like, why did you buy Zuma Juice? Why did you buy a green drink company? There's a lot of green drink companies. And so I'm going to tell you guys a lot of the reasons why what we've done so far, things that work, things that haven't worked. And

yes, I do things all the time that don't actually work. So hopefully that'll give some of you guys some comfort as well to know that I do things all the time that don't actually work. So hopefully that'll give some of you guys some comfort as well to know that I do things all the time that flop and we're always testing and tweaking and trying to get things working. In fact, literally on my way over here today to record this, Kevin told me they stopped all ads to Zoom and Joob's funnel, which means it's not converting, which means I'm sharing this even though it's not like crushing it and doing a million dollars or anything. But I want to share the journey with you guys because I think there's a lot of cool things you can learn along the way and it'll help me unpack just the thoughts in my head

as well. So this is partially therapeutic for me and hopefully beneficial for you guys at the same time. So, uh, Zuma juice. So, um, the backstory behind, uh, kind of where we found Zuma juice, one of my friends, Luke Jaden, and if you know Luke, he's an awesome marketer. Uh, he's someone, he had a course back in the day called the postcard profits, which I bought and read. And then I think he's relaunching that as a book here soon, I hope. But

he's a great marketer who does a lot of stuff. He does a lot of direct mail, postcard businesses, but then other things. And I remember a few years ago, he launched a new company called Zuma Juice. And so I always like watching my friends on journeys that are launching different companies. I remember him launching Zuma Juice and it uh, it was awesome. In fact, this is kind of a funny story. If you've read the.com secrets book, uh, I tell the story about Drew cannoli. So, uh, I went and consulted drew, uh, when they were launching organifi. In fact, they didn't have a name for organifi yet. It was just like, it was called, it was this green drink and anyway. And so while I was consulting drew, we were, uh, I was in the room and I started funnel

hacking funnels. And one of the funnels I funnel hacked literally with drew in the, in the room with his team was the Zoom and juice funnel. And I think cause Luke posted something. It was like, don't say anything about, I can't remember exactly, but anyway, there was some connection there. Um, but I remember when Luke launched and my favorite thing is the sales video that he made. It was, it was so good. Uh, one of the best sales videos I've ever seen. Um, and it looked like something that the Harmon brothers had made. And I messaged the Luke, I said, the Harmon brothers do. He's like, no, I messaged him. They didn't respond back to me. So he's like, I actually wrote the script myself. And we had some guys who published it and everything, but the video was amazing. And so I remember he launched

the video. It's, uh, and on the, uh, we'll show some clips on the YouTube version, uh, the video version of this, but, um, the first version of the video, they launched it and it started going viral. And there's a scene where like the girl's a fruit Ninja and she's chopping things in the kitchen. It's just, it's awesome. Uh, but there's this one part in it where, um, they're talking about the, you know, us versus them, like healthy versus not healthy. And there's this unhealthy girl who's got a big old box of cheese puffs and she's eating these cheese puffs. And, uh, and, uh, it was like being healthy versus not. And it was really funny. It was really well written. And, uh, there's a scene where the unhealthy girl with the big thing of cheese puffs, like is in the wheelchair, like wheelchairs over to the green drink, to the person in green

drinks. And they kind of fight back and forth. And it's really, it was the funniest part of the video. And the video goes viral. So it's hitting really, really big. And then unfortunately for Luke, I feel bad, but like the, uh, the handicap association or something saw it and started like this huge anti-pressure thing against him and the company. I think if you Google it, you can still see it.

It was like – it was bad. And Luke's like, oh my gosh, I didn't even – that wasn't the intention. That wasn't anything. So they stopped the video, pulled it down, edited that part out, and relaunched the video. And it relaunched. And I don't think it ever did as well because they missed that one little funny part. But I saw that and I was like, oh, that sucks for him. And they ran the company for another

year or two or something. And then, um, some of his business partners, him, I don't know the whole detail, but, um, they ended up turning the company off and it shut down. And, uh, and I remember for a long time, I was like, man, that's such a cool company. I like, I wish I wish I could have it. Like the sales video was done. I remember messaging Luke, like, Hey, would you ever sell it? He's like, uh, let me ask my partners and they never could figure it out. And so every year or so for the next five or six years, I'd message Luke, like, Hey, can I buy the company? He's like, Oh, let me ask my partners. And it never worked. And finally, I think it was in the middle of like, right when COVID hit and I don't know what would change, but they're like, yep. And so I bought the company.

It wasn't that expensive, but it was cool. So I got the entire sales video, which I think I spent about $250,000 making the sales video plus plus all the assets, plus the formulations, plus all the work he'd done I got for not that expensive, which was really cool. So that was kind of the reason I was like, this would be a cool company. I know the sales video. Copy is the hardest part about any business is the copy and the video. And so that video was really, really good. And so that's kind of why, initially why I bought it.

And it was going to be just a fun project. It is my kids and some of my friends. And that was kind of the original goal for it. After we got it, got all the stuff back. And then it was like, hey, now fun project to do with my kids and some of my friends. And that was kind of the original goal for it. And after we got it, I got all the stuff back. And then it was like, hey, now we've got to figure out how to manufacture. We started getting back into like being in the supplement business. It was the first time I'd been in the supplement business since pre-ClickFunnels. I had a neuropathy supplement pre-ClickFunnels.

And I love supplements. In fact, if you look at my favorite businesses, you'll notice through this podcast, software, info products, and supplements. Those are the three businesses I love. Probably the only three businesses I'll ever be in because of the ones I am most passionate about. But, um, so I want to do this again. And so the first thing we'd act, um, is we had to go back and, and, uh, actually let me step back. The very first thing we did is we did a call with, uh, with Luke Jane. So again, Luke's a great marketer. He's also the brainchild behind this whole brand and the company and the copy and everything. And so we did a, uh, we got my team, uh, he's Wilcox, who's our lead copywriter and me, him and a couple of people. And we got a call and we just picked Luke's brain for an hour.

Like, why did you create this? What was the reasoning? Like, what was your goal? Who was the target audience? Who was the actual market? Right. You have green drink companies, uh, like athletic greens, for example, which just got bought for a billion dollars. But if you drink athletic greens, it's it's literally like drinking grass clippings. But it's like the most hardcore – like the hardcore people like inject it in their veins because it's like it's the best stuff, right? And then you got other green companies that taste like candy but they're like – it's not even healthy for you. And there's this whole spectrum. And it was like who are you trying to target with this?

And so we talked about the target market and who it was. It wasn't like the hardcore health junkies. It was like people who knew they needed to be healthier, but they wanted something that tasted good. But it weren't like trying to drink Kool-Aid either. They're kind of in betweeners, which honestly is like people, I think like most, you know, like the middle segment of the market, which is exciting. Organifi is the same way. Organifi is great, but it's more for the hardcore market. It doesn taste that good my wife still drinks it but she'll she'll put you know organifi red green and gold leather you know stirred up and plug her nose and chug it because she wants the health benefits but it's not like something you enjoy and with zuma juice was like we want something like you

would enjoy where it's like hey i want fruits and vegetables at breakfast lunch and dinner so i'm gonna have it three times a day because it tastes good it's really good for me and so that was kind of the the market segment he was going after. We also learned about the tone. Like if you read just from the sales video, like the fun tone, the email sequences they'd written in the past. When we bought the company, we got all the email sequences. So we could see the playfulness of how Luke communicated with the audience. We wanted to keep that and recapture that and things like that. So after that was the first call with Luke.

Then we had to go like to the manufacturers. We found a manufacturer we liked. We sent them basically the recipes. Like when you create a supplement, the first call with Luke, then we had to go like to the manufacturers. We found a manufacturer we liked. We send them basically, basically the recipes. Like when you create a supplement, the first step is there's a recipe. Like here's, you know, usually you hire a chemist or someone who's a naturopath or something to, to create a recipe. So Luke had gone through and had someone build the recipe. So we knew the recipe, this is what these look like. These are the things that are in it. Um, but the original flavor was mint. I wasn't obsessed with the mint flavor. I'm more of a candy guy. So I was like,

I want to do the same thing. I want it to be exactly identical. Don't change anything. But instead of mint flavoring, I want to make it taste like candy. And like, what kind of candy? I'm like, peach rings. Because come on now, peach rings are amazing. And so that was kind of what we gave it to the manufacturer.

And then Luke had also created a red drink. So the difference between red drinks and green drinks is fruits and vegetables. Green drinks are your vegetables. Red drinks are your fruits. And I love red drinks because there's so many vitamins, nutrients from reds that we need. But typically with reds, you get a lot of sugar as well, right? With, with, with fruits. And so he built a really cool recipe for Zuma juice red, but it didn't have all the sugars and stuff in it, which was really cool. And so we took that to the manufacturer. I want to make both

reds and greens. Greens are making taste like peach rings and reds, like some kind of fruit punch flavor. And so we sent those and that started the process. We want to make both reds and greens. Greens are going to make it taste like peach rings and reds like some kind of fruit punch flavor. And so we sent those and that started the process. Now manufacturing for a supplement company is the longest, hardest. It's not like an info product where you can have an idea

and you create it, you launch it. With supplements, it's like months of going back and forth and then making stuff and then sending it to you and you got to taste it. We did tons of taste tests of like this flavor versus this versus this

and some that were good, some that were bad until we put down like these are the flavors we like. And then we write a huge check, the manufacturer, they start ordering the rods and raw ingredients and putting them in the batches and stirring them up and making the, what was going to become Zuma juice. Um, so that was the next step in the process was figuring out the product. Then if you watch the sales video, um, the, the, the main person, the hero in the sales video is a girl named Ariana. And she's an amazing actress and model and like someone who's really, really cool. And so I was like, man, she's in the video. Um, the, the, the main person, the hero in the sales video is a girl named Ariana and she's

an amazing actress and model and like someone who's really, really cool. And so I was like, man, she's in the video. Like I want to, I want to use her for ads when he's for the sales page, I want to use her. And so Luke introduced us to her, which is really cool. And we had a chance to meet her and she is amazing. So we ended up, uh, having a time where she flew out here to Boise and then we got a whole bunch of pictures of her, like, you know, holding the box like this and putting down and like the pictures for all the graphics, like, like the upsell pages. We needed her to the red box pointing to a smiling her eating actual patrons and her, you know, holding the packet and ripping the packet. We got a million pictures of like all the things we would need for like sales pages, upsells, downsells.

We need these images for funnels, for ads, for social, just for all the things. Right. So we did a whole bunch of pictures with her. And then we also thought as long as we have her, let's film a whole bunch of ads. So we filmed a whole bunch of really funny ads. And then we wrote where, you know, she's eating peach rings and drinking juice and just a whole bunch of short form ads we could use as well. And so we had them do that. And then her and she also owns a video production company.

So then she went back home to California and we had her make a whole dozen or two other ads for us as well. So we had a whole bunch of assets. So when we do the funnel live, we have these ads we can use to push people into the funnel. One of the big mistakes people make is they, and I'm honestly guilty of this a lot is I'll spend so much time working on the funnel, but you forget about the ads. And then it's like, Oh, what are the ads going to be? And I saw almost an afterthought. Whereas, um, now I try to be more conscious, like as we are producing one of the product is we're creating ads along the

way. Right. Because now we have all these cool assets while we were creating this and that now become the eventual ads. Like I wanted to go to the manufacturing and be in the place while they're like mixing the powders and you know, those things, but they have all these compliance things.

They wouldn't let me do it. So, um, but yeah, I would always like try to create ad creative along the way. Uh, so you have those assets when you're, when you're ready for them. So that's kind of the next piece of it. And then it was coming back down to like, okay, now we've got to build out the funnel. So step number one, number one for building out a funnel is what it's funnel hacking. Um, in fact, I can show

for the video, we can pull up the Trello board. But, um, first thing that Heath and I did is we went and we funnel hacked. And so what does that mean? Um, I want to see for everyone who's selling green drinks, like what are they doing right now? Like what's the best practice? What are people using? And so we found every green company we find online and we funnel hacked it. And funnel hacking simply means we went and we bought their product and took a screenshot of here's the sales page. Here's upsell one, here's upsell two, here's the thank you page. Here's the sales videos. I get them transcribed. Here's the ads. And we just get as many screenshots as we can of every single funnel, right? And so we probably funnel hacked hacked i would say a minimum of a dozen different

funnels um and so i gave us some ideas like what what are other people doing what are the hooks what are the angles and this is where most people get funnel hacking wrong they think funnel hacking means like oh cool i like how organifi did i'm going to copy them it's not what funnel hacking is i don't know how many times i get in battles with people and socially about this like Like, in fact, some other day it was like someone ripped off their thing. Like, well, Russell told people we can rip it off. Like, I didn't say that. And the guy said, yeah, you said that, um, as long as you change the words, you can steal everything else. I'm like, I never have said that ever. Like it's unethical. It's illegal. I get ripped off more than anyone. And every time I see someone who uses my colors, like their book funnel, they use my colors. It makes me angry.

Like, that's not what I'm saying. I say funnel hacking is about understanding the like what what's in the market right now right it's doing your homework so you know like like i know that like here's what athletic greens here's the market they're targeting here's who um organifi here's who skinny greens here's who um patriot greens i know who like all of them are targeting different audiences right patriot greens are targeting like the preppers and so their messaging is for preppers, right? Organifi is targeting biohackers. You got athletic greens, you know, it's like they all have their segments and it's like, where do we fit in this ecosystem? I don't want to be another me too. I'm not trying to make another green drink. I'm trying to figure out here's a segment of the market that doesn't have a green drink yet that we're trying to target. Like, so I want to

get a glimpse of the, of the ecosystem as a whole. That's one big reason why I'm doing funnel hacking, not to copy, but to see where they are and where they aren't so I can be where they aren't. So that's a big thing I want people to understand. What's up, everybody? This is Russell Brunson. I've got something really cool for you today from my friend, Taylor Wells.

Taylor spoke at our last Funnel Hacking Live because I wanted him to share a really cool concept about what he calls the revolving pricing method. And today he decided to sponsor the podcast to give you guys more access to this super cool strategy that you are going to love. It's something we've been implementing into our high-end coaching program as well,

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this is the model you need to add into your funnels. So go over to wealthy consultant.com slash secrets, grab your 70% off deal, and let's start turning your clients into long-term revenue. Again, that's wealthy consultant.com slash secrets. Do not miss out. Hey, this is Russell Brunson. And I want to jump in really quick to share with you a new assessment. I found out that is insanely cool. You guys know I'm obsessed with personality profiles and assessments, but this one is different because not only does it help you understand yourself, but more importantly, especially for us who are entrepreneurs, it helps us understand our employees, our teams, and get people sitting on the right seats in the bus so they can get more stuff done. I just had a chance to interview Patrick Lanchoni talking specifically about this new assessment they created called Working Genius. And the Working Genius is awesome. Like this test, I had actually blocked out an hour to take it because I was so excited for the new assessment.

And it only took me like 10 minutes or less to get it done. Yet, even though it takes only 10 minutes, like you can actually apply this immediately. I took it for myself. I had my team take it. And what's cool about it is from there, we figured out exactly what people's working geniuses are. And that's important because if you're building a team or a company, you got to figure out, make sure that you have first off the right people, but make sure the right people are sitting in the right seats on the bus. And this is what this assessment will teach you how to do. Now, normally this assessment, you can go to workinggenius.com and there's two G's in the middle, workinggenius.com, but I got you a 20% discount on the assessment, which is only $25.

So don't stress. It's not an expensive test at all. But you get a 20% discount on the assessment, which is only $25. So don't stress. It's not an expensive test at all, but you get a 20% discount off when you put in the keyword secrets at checkout. So go to workinggenius.com. Again, two Gs, working genius, two Gs in the middle, workinggenius.com and then use promo code secrets, S-E-C-R-E-T-S at checkout, get 25% off.

But then we'll take the test. Again, it takes you 10 minutes, but even in a 10-minute session, you will get something that is so insanely valuable to help you understand yourself, to make sure you're working in a spot that's going to give you the most joy, number one. But then number two,

it's going to make sure that you are, with your teams, getting them in the right seats as well. So anyway, I love this assessment. Go check it out at workinggenius.com and enter the promo code SECRETS for 20% discount. Take this test for yourself and for your team. i promise you it'll change the working dynamics amongst everybody and help your company to grow number two is like understanding structure structure doesn't mean i'm stealing their graphic structure means like like are they doing trial offers is are

they doing you know straight sales are they doing vsl to one bottle three bottle five bottles they still wanted the continuity like i'm trying to understand like what are people doing right now in this specific market? And so we funnel hacked about a dozen people to kind of get like the lay of the land. Then I was like, well, I got a bunch of green drink funnel hacks, but I want to see what other supplements are doing as well. Because sometimes, and we found this really big,

as I'm going to talk about bone broth, like the bone broth market is their funnel virgins. They never even heard of funnels. Like there's not a single person that's got an upsell, which is for me, I'm like, oh my gosh, like, you know, with Green Dreams, like I helped Drew build

the original Organifi funnel. So that market's more advanced because Organifi came out and people started modeling and copying it. So it's a much more advanced market. So there's more people doing funnels. So I wanted to go like,

what are other advanced markets that people are doing funnels in just so I can see other best practices? Because maybe there are people that are better than the Green Dream company, which there are. There are other than the green green company which they're which there are there are other big companies so i started looking like who are the other big supplement companies that are that are the top right now right um biotrust is um so my friends come they just sold for

hundreds of millions of dollars like they are funnel masters went through through theirs um i went through um uh we literally started subscribing to a lot of the health newsletters to see what supplements people are promoting to those newsletters, right? We looked at those, a bunch of other things, and just started like funnel hacking other health supplements that weren't necessarily green drinks, right? That's what funnel hacking is. It's just, I'm trying to get, I'm trying to understand what the best practices are working today, right? So we did that. And after it was done, then Heath and I, and we sat down and started mapping, okay, what's this funnel gonna look like?

And so that was kind of the initial plan. So when we did the initial funnel, basically the structure, the sales page, we have the sales video with Ariana, which is amazing. And then Heath wrote a long form version of sales letter, which was so good. And like, I love it. It's one of my favorite sales letters ever.

And then we decided if initial structure, someone could, when they come to the landing page, you could buy one box of Zuma juice, uh, for $77, or you could buy one box and get, um, a shaker bottle, uh, for free, uh, when you sign up for subscription. So $67 a month to do subscriptions. So if you just want the box one time, 77, if you want the box plus a shaker bottle, it's a subscription at 67. So you get $10 a month discount if you do it that way. Or we did two boxes and two shaker bottles for $117 a month if you and your spouse wanted to drink green drinks. So that was the initial version of the funnel we launched. Then we had an Ortaform Bump, which I don't have the product here.

But we had vitamin D3 drops, which is like an Ortaform Bump. Because something people a lot of times will add to their green drinks to these vitamin D3 drops. So that was an order form bump. And then upsell number one, which as you see in almost every supplement funnel that was successfully modeled, in fact, this is coming clear back

to my first supplement funnel 10 years ago with NeuroCell. The thing that converts the best in supplement funnel on upsell number one is more of the same thing. So you just bought a box of Zuma juice. The upsell is like, hey, do you want three more boxes? Do you want, you know, whatever, like that's the upsell. So the first upsell became three more boxes of Zuma juice for $114. They got it at a discount. So basically, um, whatever 114 divided by three is it, it becomes even more discounted version of Zuma juice. And if they said no to that, then we exit popped up

a one box for $38. So again, they get a discount if they said no to that, then we exit popped up a one box for $38. So again, they get a discount if they get in the upsell flow and then upsell number two. Now we shifted the next product in our SKU, which is like, Hey, you got the green drink. Now here's the red drink. And so the next upsell was three boxes of Zuma juice red, um, for $114. And they said, no, that, that we exit popped a $38 version of, uh, of Zuma juice. And then, uh, on thank you page was just basically thank them. And I think, yeah, I think that's all basically the funnel was. So that was, that was the initial, after all the funnel hacking and research and thinking through ourselves,

that was, we decided to, to kind of do. So we laid out the structure, he threw the copy, we had the videos, we had the pictures from Ariana. So we had, he is our copywriter. Uh, then we had funnel designers who designed it and then a funnel builders who hooked it all up. And we've got the very first version done and live about the same time that Funnel Hacking Live last year

which is 2021 yeah FHL 2021 and so the product was about done and so I said hey let's ship like a thousand satchels of Zoom and Juice Green

to FHL we're going to put them in everybody's bag it's going to be amazing so the shipping warehouse shipping directly from FHL to there we've had like postcards everybody's bag. It's going to be amazing. So the shipping warehouse, shipping directly from FHL to there. We've had like postcards where our initial launch is like give it to the funnel hackers and let them go funnel hack.

I think we had an offer like if you go order a box, we'll give you a free copy of the entire Zuma Juice funnel we built out. It was a fun offer. We put it out there. And I remember getting to FHL. And I hadn't actually tried the finished product yet. I was so excited. And I got one of the bags. And I took it out. First thing, it's like we got Zuma Juice. I ran upstairs, put it in a water bottle, shook it up, started so excited. And I got one of the bags and I took it out.

First thing it's like, we got Zumba juice. I ran upstairs, put it in a water bottle, shook it up, start drinking it. And guess what? It did not taste like peach rings. It tasted like green drink. It was almost like they created it and they forgot to put any of the flavoring in. And my heart sunk. I was like, oh my gosh. But I didn't want to say anything. I'm like, maybe I'm just, maybe I'm sick. Like maybe I got COVID. Maybe my taste is gone. Maybe I'm just, so I started making it for like, I had a collection. She's like, oh, it's good. I was like, oh my gosh. But I didn't want to say anything. I'm like, maybe I'm just, maybe I'm sick. Like maybe I got COVID. Maybe my taste is gone. Maybe I'm just, so I started making it for like Colette. I had Colette drink. She's like, oh, it's good. I'm like, you know, if you don't know my wife, Colette, she's very much like, just like, oh yeah. And I was like, no, like, please be honest. And she's like, it's not very good. I'm like, oh crap.

And other people taste it. Everyone's like, I thought it wasn't supposed to taste like peachering. I'm like, yeah, there's pictures of peachering on the packet, on the box. And it didn't taste like peachering. And I'm like, yeah, there's pictures of petering on the packet, on the box. And it didn't taste like petering. And I was so embarrassed. And like our first grand entrance, 5,000 funnel hackers all have a packet of it. And I'm like, I hope they don't drink it. I don't want them to try it because that's going to be the first sample and it's not going to taste good.

And I remember being like devastated. But not only that, like we had printed 5,000 of these satchels for FHL, but we printed like hundreds of thousands of these things that were now done in a warehouse. And we were going back to the manufacturer and I was like, hey, this doesn't taste right. And we had the same, the red drink, the red drink, same thing. I bought, neither of these tasted right. And so what they did was just super cool. Then they went through and took all the packets, reopened them, dumped them all back in,

added more flavoring in and eventually got one that tasted really good. Sent it back to us. I was like, oh my gosh, it tastes good again tastes good again put it back you know it's back on so we're back on kept doing it to make um the new the new version and so finally we got a new version done we got boxes we got a new warehouse right hey finally we're gonna launch this funnel it's gonna be awesome so we launched the funnel and then this was the frustration so this is me here's russell being a little bit vulnerable with you um the long form version of the sales page is amazing. Um,

but click funnels, one point of the original editor, um, over time, over the last eight years has gotten slower. You guys have noticed, I've noticed it. Our competitors definitely notice these.

I always tease us about it, but, the page was so long. There's so many images and so much stuff. It loaded so slow that our conversions were horrible. People come to the page, it would take five or six seconds for it to load. And we lost people, people, which sucks.

And so the good news here, let me redeem myself before I go on. ClickFunnels 2.0, the editor is built in a new language. It's built all structured different. And ClickFunnels 2.0, a page that's the same side loads almost instantly, which is amazing. But we couldn't, in fact, even to this day, let me recording this. We can't put it in 2.0 yet. Cause we're still waiting for the checkout elements. Um, and so, but for 1.0, the page load is too, too slow and no one is converting. So we take this amazing, beautiful sales letter. I love me to chop out like 90% of it, um, to make it, to make it work. So we shrunkify it. We started

launching it. Now we started getting sales coming through. Uh, but our cart value wasn't as high as we need it to be. If you guys know the funnel game, there's two metrics, like how much are you paying to acquire a customer cost of CPA or cost to acquire a customer and their average cart value. So we're spending more to acquire a customer than we were inside the funnel. And I think in my head, still to this day, I still think the biggest problem is we don't have the full sales letter that we need to really get the conversions where we need to be.

But then as I was meeting with the funnel team, went back and forth forth and then I found out something that's like devastated me on this product. So this is for anyone who is launching a business and you're frustrated because things aren't working the way it's supposed to be. Um, I was talking to the copywriter. I'm like, where's like this element, like these things were missing from the funnel. He said, Oh, we had to pull them out. I said, well, the actual recipe that I built the sales funnel from, uh, if you look at the ingredients in the actual Zuma juice, they don't sync. So I had to pull out all of these ingredients that had claims for like the benefits they had.

I had to pull these out because they're not actually in the product. Like, what are you talking about? He said, yeah, like, like the recipe that I wrote the copy on, you gave me, which was the recipe we got from Luke Jaden. He's like, this recipe does not match

what's actually in the product. I'm like, what are you talking about? I gave him the recipe. I said, build that. And like, anyway, and um i go to the manufacturer i'm like this is the recipe i gave you this is what's in here right and they're like yeah that's what's in there i'm like are you sure because copy told me anyway we'll go back and forth and also i get a message from the manufacturer like oh my gosh we're so sorry we see the mistake you're right like the recipe you gave us is not what the Zumba juice is. And I just sat

there and I was like, Oh my gosh, like literally probably me, my hard costs for inventory are over six figures, a hundred, $150,000 or more inventory is now sitting there and it's not the right formula. And I'm like, Oh my gosh, like what do I do? Do I just like not say anything? And just like, oh, well, we'll just tweak the copy. But I was like, man, I didn't, I didn't want to go create a product that, that just tasted good. I wanted to create a product that matched the promises we were trying to make for the audience.

We're trying to make it for, um, which sucks. And so there was that first thing. And so I went back to manufacture and they're like, we'll fix it. We're so sorry. But I was like, you know what? There's been a couple of mistakes. And so, um, we decided to transfer over to a different manufacturer we used for other products in the past. I gave them the new recipe. And right now

we're literally in the middle of doing taste testing with them, going through the same process of like, okay, how to make peach drink taste good with the formula has all the stuff we need to. That's probably, I think that's part of the problem is like, they couldn't get it taste right with our formulas. They pulled some of the things out to make it taste right. It's like, no, we can't, we couldn't do that. And so we're going back and forth. In fact, we have a couple of flavors we're taste testing, like a sour apple, which is really good. A strawberry, a kiwi strawberry. There's like a mojito one, which is really good. And then on a fruit punch, we're testing a bunch of flavors as well. So we're doing the, we're doing the whole process over again, which is sucks and it's slow.

And so we were working on the new version, which is kind of where we're at right now. And I'll talk about it in a minute. But in the interim, we have $100,000 worth of inventory of a product that's good and it tastes good. But as you guys know, my belief, good is the enemy to great. And if I want this to be something I'm proud of, it's got to be great. And so right now we're doing testing in the funnel. We're testing another version of the funnel that's short form, like free plus shipping. They can't get two packs of peach drink, two patch of fruit,

you know, red and green for free cover shipping handling. And then from there, pushing it up self funnel, just testing some things at a small scale to see what we can do to get the conversions, right? So when we do have the new product, we can blow it up. And so right now we've kind of slowed things down. I'm not buying ads actively. Again, I told you today, they literally stopped the ads. We're working on the free plus shipping version of the funnel, just testing a couple of things just to couple things just to get the funnel working. We are probably, I think, a week and a half away from being able to build out the entire sales page in ClickFunnels 2.0, which will give us the ability to have page speed back to where it needs to be. Also, ZoomAdjust.com, we're building out a full funnel hub, so it will match kind of the strategy I'm turning with all these virtual real estate properties where the homepage is a funnel hub and then there's pages for the

actual funnels. Um, and a bunch of other things. So that's kind of where things are at right now. Um, I think what else, uh, Oh, one question I think that a lot of you guys are wondering, which was, uh, what I was wondering as well, it's like, now I've got $150,000 inventory sitting warehouse. What do I do with that? Do we just throw it away? Like, oh, but there are, just so you guys know, there are companies that do supplement liquidation and you don't make a lot of money, but usually you can get your hard costs back. We do that with another VRE company. There's a energy shot drink we made. It wasn't a hundred.

It was like 30 or $40,000 worth of shots we made. And the flavoring came back horrible. And there's a liquidator we're able to give it to you. They liquidate on like these sub markets and stuff. And you only get like pennies on the dollar, but at least you recoup not all, but a lot of your hard costs.

And so the plan is taking these existing ones and putting them through a liquidator where we will get some of the money back, not all of it. But this is the game, right? This is the game we all signed up for. There's the ups, the downs, the positives, the negatives,

the pros, the cons. But that's what I wanted to share inside of these episodes. I hope by listening to the Zoom and Juice stuff, you got some ideas. You got some thoughts about the process of how we do it from like, why would I pick this business? Like, what is the most valuable asset to me? It's the copy, right? Like, I bought this company because of the copy.

That was the reason why. Trying to figure out like, who's the actual avatar for this? And funnel hacking to figure out which avatars are already being served and which is the avatar that we need to actually go after. Sitting down and figuring out what is the voice and the language of the company. Figuring that out. Is this going to be a playful company? Is it a serious company? Is it a biohacking?

We are drinking this stuff for energy and health or is it like this is a fun thing that we should be drinking three times a day at breakfast, lunch, and dinner. Like, what is the, what is the strategy? Like, hopefully you got some, some cool ideas from this. Um, also understanding that like, look, just cause I'm Russell, just cause I'm the funnel dude who builds funnels, who's obsessed with funnel hacks, 15 funnels before we built this one. It doesn't always work the first time I get usually in fact, it doesn't, uh, hopefully helps also knowing that like I have problems with manufacturing. Hopefully when you go with the manufacturer, you make sure that, that when you get the sample that you know, this is the actual formula.

It's the credit formula. Like, okay, this tastes good. Is this based on this exact formula? Uh, hopefully there's a dozen or so things that'll give you guys ideas, whether you're building a supplement, supplement company or any company. So hopefully, um, you got that value from this podcast anyway. So this is the first version of, uh, of the first version of the new style of the podcast. If you guys have enjoyed this, please let me know.

I'm enjoying it. I'm going to keep taking you on the Zuma Juice journey. When we do our next update, I'll do a new episode that talks about where we left off and where we're going from here. I'm going to keep as things are happening. Again, I want to show you guys behind the scenes of all the different companies that we're doing this with because I think hopefully we'll get ideas and you'll see that this is real, that we're messing up along the way just like all of you guys are and hopefully it's comforting. And if you are enjoying this, please let us know. And also, you should go test out Zuma Juice. I'll let you know when the finalized, not good version, but great version is done. But you guys should go test it out and try it and drink it.

Funnel hack it. Go through the process. Like look at what we did and why we did it. Uh, these are all things that we're testing. These aren't just, you know, again, this wasn't just like me making up a funnel. I went through the same process. I tell you guys to go through from funnel hacking, from searching, from building, from testing, from launching, from failing, from relaunching, from failing until you get it actually right. But the cool thing is like when this is done, when it's right, then we start growing and get to a hundred customers, then a thousand and 5,000.

And you know, um, I was talking to Ryan ran about this. He talks about supplement companies. Like you get 5,000 active customers on supplement. You can sell a company for $10 million. So from my mind, this is the goal. Like how do we get 5,000 people on Zuma juice and an exit for $10 million? Like that becomes a fun virtual real estate property. It's like building a, uh, house on park place and like adding the people and all sorts of stuff. Then you sell it for, you know, for eight figures. Like how many cool little virtual real estate, virtual, that's hard for me to say that I blur the words, but virtual real estate properties can you create? So as you guys are listening to future episodes of the podcast, you will notice

in the subject line, there'll be a bracket that says VRE. These are episodes I'm talking about a virtual real estate property. So again, this is the Zuma juice episode number one. I will do ones on magnetic marketing, Dan Kenny. That's a virtual real estate property for me. I'll do it with, uh, doodly. We'll do it with, um, all these different ones. And so, uh, hopefully if you guys enjoy this episode, you enjoy all the other virtual real estate episodes as well. Um, and again, if you enjoy this episode, please, please, please share with other people. Uh, that is how you can get back to me the most, uh, cause I'm doing these for free. Cause I, I love sharing it. Number two, number one, but number two, hopefully you get some value other people. That is how you can give back to me the most because I'm doing these for free because I love sharing at number two, but number one, but number two,

hopefully you get some value from it. So if you do, please share it with other people. Talk about it on Facebook, share it on forums, post it on your feed, like whatever it is, let people know about it. And if you have questions about this product or any project, go to marketingsecrets.com. Again, there's a block there

where you can submit voice questions and I listen to those questions and we'll pull those ones back in. Maybe my next Zoom and Juice episode, if you guys ask questions specifically about this or maybe if you're watching the YouTube version, you can post it down below. My team can pull those questions and we can answer them at the beginning of the episode, the next Zoom and Juice episode. And that way we can kind of have this as an open dialogue, which makes it more fun for me and hopefully for you as well. So that's kind of the game plan, you guys. I hope you enjoyed this episode.

We'll see you guys on the next episode of the Marketing Secret Show.