Marketing Secrets with Russell Brunson - The 90 Day Funnel Structure For 2020

Episode Date: December 30, 2019

A way to structure your funnels and your content for maximum happiness to you and your customers in 2020. On this episode Russell talks about a new structure he is going to roll out for 2020 which allows him to be creative, but gives his team the structure they need. Here are some of the insightful things to listen for in this episode: Find out why Russell isn't a planner, but why that can be hard for his team. See why having everything too planned out is so hard on Russell. And hear Russell's new plan that allows him to continue to be creative, but still gives the team structure. So listen here to find out Russell's new plan for 2020, and see if you can adjust it to fit within your own business. Transcript - https://marketingsecrets.com/blog/271-the-90-day-funnel-structure-for-2020 Learn more about your ad choices. Visit megaphone.fm/adchoices

What's up, everybody? This is Russell Brunson. Welcome back to the Marketing Secrets Show. We're done with Christmas. We're preparing for New Year's, and today I want to talk to you guys about mapping out your process for 2020. What is it going to look like? And I'll give you some ideas of what I'm working on, and hopefully it'll help. So with that said, let's keep the theme song, and I'll be right back. So the big question is this. How are entrepreneurs like us, who didn't cheat and take on venture capital, we're 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. All right, everybody, so hopefully you guys had a great holiday. We're preparing for the New Year's. I got a couple podcasts I wanna do

specifically about New Year's and resolutions and stuff like that, but before we do that one, I wanted to talk today about one of the things I've been geeking out and being really excited by. I started, it's probably a week or two ago, I was talking to David about this and I was like, you know what, in our marketing, there's kind of a, I don't know, I'm curious, I think there's two schools of thought. There's like the Russell Brunson school of thought where everything's like just in time. I wake up that morning, I'm like, Oh, we should do this. And we're like, we create a funnel, we launch it and like make money. And it's really fun.

Right. Um, the problem with that is it's like destructive to a team. Like they all hate you because you're like, they have no planning. They don't know where they're going. Right. And then the opposite side of that, it's interesting when Julie, uh, Stoyan was running the marketing here at ClickFunnels, um, for about a year, she, she's much more of a planner than me. And so she had everything planned out. Like, you know, next month is this funnel, then this one, this one. And like, you know, like 10 years all mapped out and planned out.

And that was hard for me because I'm like, how, like, why is this funnel next? We're like, I don't feel, I don't feel the energy of it yet. You know, like for me, it's like, what am I excited about today? And they're like, let's go do that thing because I'm most excited about it at the very second.

But the nice thing about it is it's better for teams because teams can project, they can forward plan. They can like look at things. And, um, so it's kind of two different methodologies. Um, you know, mine is wreaks havoc on a team, but it's really fun. And, and, uh, I think it, it does better in the short term because you're able to fill the pulse of the market. Like what's happening today. What are we talking about? Like, what can I, you know, you're bringing that out and bring it to light right then. Um, then the other way is better if you're trying to scale a company, scale a team and all those kinds of things. Right. Because it gives you more, more, um,

ability to figure out where you're going. And so, um, here at ClickFunnels, we're kind of this weird spot where everyone's like, I get excited and I finished a book project or something. And I'm like, let's do this thing right now. And, and it and we have energy, we make a bunch of money and it's awesome. But then it's like, it throws everybody else off. They're like, but what are all these things, all these things we're planning, what happens to them? I'm like, I don't know, just shove them in the future. So I've been trying to think like, how do I, like, what's the blend of that?

All right. Where's, how's the planning structure where you can plan ahead, but also how do you, how do you create something that you don't have to plan so you can have the ability to ebb and flow with, with the market and with the feeling of what's happening and all that kind of stuff. And so what I've been thinking about is I started thinking about this. Um, you know, we were, uh, uh, last week we did a Christmas launch. Um, it was kind of like a spur last moment thing moment thing they put together and it blew up. I think a lot of you guys bought the offer, so thank you for that. But did just shy of $2 million in like a three or four day period time, which is pretty awesome, right?

And it's funny because we have our year-end goals and we're trying to hit and there's just different dollar amounts. I think we were like about $2 million away from where we needed to hit our goal for the year. So it's kind of the thing where it's like, ooh, we just spiked up some sales really quick at the end and got us closer to the, um, to the, to the goal. Um, and she gets to our, to our revenue goals for a year. So it worked awesome. And I was like, what if we, what if we orchestrate this where it happened like once a quarter? Like what if we looked at our company, like quarterly things, right? Like a three month window. And I said, if we did that, instead of like saying, okay, this is the funnel one funnel to, you know, like that kind of thing where it's a super planned out,

but what if we had structure around it? We said, okay, what we're going to do is the very first week of every quarter, we're going to do something, right? And so what I've been geeking out on, we're actually doing next week is a seven day live launch. So if you, if you're at funnel hacking live, you're at Brendan Brouchard talk about that. Um, if not go get your ticket to funnel hacking live and go watch the replays from last year. But he does a seven-day live launch. And so my thought is like, what if every quarter we leave with a seven-day live launch, which is really fun. It's tons of value inside of it. Like I'm teaching for three days straight. People get all this goodwill, builds up your relationship with the market. And so and so that kind of happens first in the end of this, the seven day live launch, there's the

pitch for us. The pitch would be, um, well, this time it's going to be for funnel hacking live, but, uh, in the future, each quarter, the pitch would be to get people to ascend up to, um, click funnels platinum, which is our $297 a month level where they get funnel flicks, plus all the upgraded click funnels features and stuff like that. So that'd be like the, the push, right? The ascension. So that happens the first week of the quarter. And then the next, like, you know, whatever it is.

And I'm still, we're still planning this. This is not set in stone yet, but I'm just thinking out loud. So for me, I like the next 10 weeks, like the.com Seekers book, there's 10 funnel types that I go through now. I was like, what if we structure each week where we're focusing on a funnel type? So week two now, so week one was seven day launch. Week number two now is all about lead funnels, like the bottom of the value ladder, right? And I tell people that week, like, hey, go, here's the $7 report at leadfunnels.com.

Go get it. It's going to show you guys like 106 cool different lead templates. And that week it's like, go get the book. It's super cheap, right? Because people in the funnel. And then that week I'm like, hey, by the way, I had my team design 10 cool new lead funnels. Like they're free. Just go check them out.

Boom. And give people free lead funnels that look amazing. And then, um, and then there's maybe there's a training about lead funnel and just that whole week we're focusing on lead funnels. And then we have, um, live hackathons for people inside of a ClickFunnels members area where, um, if you have ClickFunnels account, we're doing live hackathons this week, three live hackathons on lead funnels. Go log in there and you can build a lead funnel. And like the whole week is just focused on that one funnel type and we're giving value and

giving training and giving all these things, free templates and just giving them excited about lead funnels. And that's that week, right? So there's a little bit of selling, but for the most part, it's just tons of value and templates and things get people excited, right? And then week number three now, we go to the second funnel type, which could be, I don't know, summit funnels or whatever. And then we do that and go through the 10 funnels over the next 10 weeks where we're selling a little bit,

but for the most part, we're getting people consuming our software and buying the products and using the templates and like seeing how they can use it for their business. Right. Um, and show how each different funnel type works for each different type of business. And just that becomes this really fun ascension that happens in the next 10 weeks. Okay. How many weeks are in a quarter? Let's see. Four to 12. Yeah. So the first week, seven day live launch. Next 10 weeks are us teaching funnels, giving funnels, like each of the funnel types and templates. And then the last week of the quarter, we do some big launch around something just like we did the end of Christmas that'll hopefully generate a couple million dollars in sales to spike ourselves at

the end of the quarter. Um, and then when that ends boom that's week that's week whatever the last week of the quarter then the next week is the first week of the quarter which is what seven day live launch we go and give tons of value teaching for seven days um or for three days and then start ascension then move from there we move back to lead funnels and then to the cart funnels and just move through the the sequence and so um i'm thinking about that i'm excited because i like, look, this gives structure to the team so we know, hey, this is what's happening. And so we know, hey, week three we need 10 cool new templates of this type of funnel we're going to give away. Some people know that and they know this. But it also gives me a flexibility of like, hey, inside of that week of lead funnels, I want to do Facebook Lives about that.

I want to do this thing about that. And I can talk and teach and I have some creativity inside of that, that week to do stuff. Right. Um, but then the team's got structure where they know, like, these are things we know from last time that worked. We're gonna keep using those. But you know, if you Russell, if you want to do a Facebook live and geek out and go deep on the topic and during this week, go for it, you know, or, you know, if we want to create more templates or different templates, or if we want to, whatever the thing might be, then go and keep them creating and adding and just having, having fun with it. And so, um, anyway, that's been, that's just been kind of the, uh, the fun thing I've been thinking about now is just like, how do we, how do we build out a quarter with,

with structure, with frameworks or the team knows here's where we're going, but then they're still open enough that I can come back and say, okay, well this month, like what do I want something live launch to be about? What do I want to train on? And I can be creative and figure it out right there. So I have a structure of knowing that I'm doing something this week, but I have the creativity to figure out what it is I actually want it to be. And so anyway, it's getting me excited. So that's something I've been working on right now is building out a quarter-long calendar that's got a structured framework that can't shift.

But then inside of that framework, I have the ability to be creative and think about things and talk about what's exciting in the market right now. If I know this week's going to be about lead funnels, I know this week's going to be about webinar funnels. Um, you know, we've got the evergreen stuff we can go to, but it's also like based on the market right now, like what, you know, what's exciting about webinar funnels. Let me go deep into that and kind of have some fun with it. So anyway, so that's what I'm doing right now is I'm kind of planning out some of the structure for next year. Um, the first quarter gets messed up a little bit because we got funnel hacking live and all the things. And so we are doing the seven day live launch the first week, but it's going to have

a different focus and goal. But my guess and my plan is to get all these things in place and start doing the different funnel types over the next couple months. And then the beginning of April is really starting hard again. But then there then there's a problem with the traffic secrets book launch on May 5th. So that kind of throws it off. Oh, well we will, we got to have some kind of way to, to ebb and flow where we can, we can shift things around if we need to. So anyway, but that's kind of the game plan. Uh, I got to figure out a contingency for when we know we have a launch like, like that. How do we, how do we structure that into the, into the plans? Um, so anyway, all right. Anyway, I hope that helps you guys. Hope gives you some ideas and some, uh, some, uh, some ways

to plan for those who are planners, uh, that won't kill creativity and a way to, um, plan for the creative people who hate planning, but want to be creative. Hopefully it gives the best of both worlds. Um, we'll be testing it over this next year and I will let you know how it works. Um, anyway, appreciate you all. Thanks for listening. Um listening. With that said, hope you guys have a great New Year's and an exciting time planning out the next decade. I believe that the next decade is beginning. I've said this a lot recently, but Tony Robbins always says that people underestimate what they can do or they overestimate what they can do in a year and underestimate what they can do in a decade. I think for a lot of you guys, you're a year, two years into your thing

and you may not be where you want to yet, but I want you to remember that this is the long game. Where are you going to be in the next decade, the next 10 years, right? I, you know, 10 years ago, we didn't have ClickFunnels. 10 years ago, my company was going through near bankruptcy. I still don't know how we didn't go bankrupt.

We should have. You know, 10 years ago, I was, I fired 80 something employees. I still know how we didn't go bankrupt. We should have. You know, 10 years ago I was, I fired 80 some employees. I was running from an office hoping they wouldn't follow me because I couldn't keep up. I can keep paying for the lease. Like, like my world was falling around, around me. And 10 years later, here we are with ClickFunnels and with you guys and with everything amazing that's happened. So have faith in the process. Know that it's a long game. And the next decade begins. So just know like from right now, when you think about 2020 and 2030,

like where, like what's your legacy going to look like? Where are you going to be? What's going to be possible? If you just stick your nose to the grindstone and keep being consistent, keep moving forward, you know, 10 years is,

like you'll be able to do a lot more than you think is possible. So, all right. Thanks everybody. Appreciate you all and have an amazing day. Hey, this is Russell again. And really quick, I want to thank you so much for listening to the marketing secrets podcast. I hope you enjoyed this episode. And if you did, can you imagine what it would be like to experience this for four days with 5,000 other

insane funnel hackers, people who are just like you, who think like you, who believe like you, who have vision like you, if you would like to do that, then you need to be at this year's Funnel Hacking Live. It's coming up very, very soon. If you don't have your tickets yet, you can go to funnelhackinglive.com and it gives you the ability to leave your home, leave where you're trying to create and dream, and come to a place with a whole bunch of people who think like you, who believe like you, who see visions like you of what they can create and what they can become. Funnel Hacking Live is not just a marketing event. It's not just a personal development event. It's both of those things wrapped into one and it is an experience that will change your life forever. So I want to make sure you get your tickets. If you don't have them

yet, go to funnelhackinglive.com. Get your tickets. We have sold out five years in a row. We will sell it this year as well. And after you get tickets, you will be there with 5,000 other insane, crazy, fun funnel hackers talking about how to grow their business, you will be there with 5,000 other insane, crazy, fun funnel hackers talking about how to grow their business, sharing all the best marketing secrets, things that are working today. You gotta go get your tickets now at funnelhackinglab.com.

Thanks so much and I'll see you in Nashville.