Marketing Secrets with Russell Brunson - The Invisible Funnel... IT'S BACK!

Episode Date: June 22, 2020

Let me show you behind the scenes of the new funnel we're using to sell two comma club live. On this episode Russell talks about using the invisible funnel, which had basically disappeared over the last several years. Here are some of the cool insights to listen for in this episode: Find out what an invisible funnel is and why it's no longer in the Dotcom Secrets book. Hear the story about how Daegan Smith invented the invisible funnel after an accidental dine and dash. And see how Russell is bringing the funnel back to life after years of not using it. So listen here to find out all you need to know about an invisible funnel and how you can use one in your own business. Transcript - https://marketingsecrets.com/blog/320-the-invisible-funnel-it-s-back Learn more about your ad choices. Visit megaphone.fm/adchoices

Hey everybody, it's Russell Brunson. Welcome back to the Marketing Secrets Podcast. Today I'm gonna be talking about a funnel called the Invisible Funnel. And guess what? It's back. So the big question is this. How are entrepreneurs like us,

who didn't cheat and take on venture capital, who are spending money from our own pockets, how do we market in a way that lets us get our products and our services and the things that we believe in out to the world and yet still remain profitable? That is the question and this podcast will give you the answers. My name is Russell Brunson and welcome to Marketing Secrets. All right, so if you read the original Dotcom Secrets, one of the funnels I talked about was a funnel called the Invisible Funnel.

And it's interesting because I had used Invisible Funnel for a long time. And then we wrote the book. I put it as a section inside the Dotcom Secrets book. And then the book launched, ClickFunnels launched. Everything's been crazy the last five or six years. And I have not done an Invisible Funnel since then. And because I hadn't done one since then, nobody else did one. I haven't seen Invisible Funnel for five years.

And even though it's an amazing strategy, I talk about it in the book, I show the strategies. And so when I was doing the new version of the Dotcom Secrets book, I was like, ah, it's a really cool thing, but people don't use it. So it must not be that valuable. So I'm just going to write it out of history. So the new version of the Dotcom Secrets book does not talk about the Invisible Funnel. And anyway, so fast forward. And actually, um, actually let me, let me not fast forward. Let me rewind. So let me tell you first where the invisible funnel came from. I'll

tell you what it is. I'll tell you how we're using it right now. So, um, the invisible funnel came from, um, from my buddy Dagan Smith. So what happened was, uh, Dagan and I were actually at a traffic and conversion event and, uh, we were hanging out at lunchtime. We're eating much food and we had a good time and then we got done. We both got up and we went inside the event room and we sat down. We started talking and then he leaned over to me

or I leaned, I can't remember, leaned in and said like, hey man, thanks for paying. I'm like, I didn't pay. He's like, I didn't pay either. We're like, oh crap. So like we both jump up

and we run out. We're like, oh, we had to pay. Like we're so sorry. We didn't mean to ditch you. Like here's the money. Here's the money for the food. And you went back in the room and sat through the rest of the event and for me, I just like didn't think much about you. Like, here's the money. Here's the money for the food. And, you know, went back in the room and sat through the rest of the event.

And for me, I just like, didn't think much about it. But Dagan is a genius. And then Will's head starts spinning, starts spinning. He's like, man, he's like, do you see what happened? That law of reciprocity?

Like, we got this meal. It was amazing. So much so that even though we technically wouldn't have had to pay because we got away with it, you know, not knowing. He's like, the reciprocity was so strong. Like, I needed,

I needed like right then to go back and make sure the person was paid so he started the wheel started spinning his head he's like what if we did a webinar that way where another webinar like a class or course or whatever where instead of instead of charging someone up front you say hey come come to the webinar experience it then after it's over if you like it pay me if not then don't worry about it um and that was kind of the initial brainchild of the invisible funnel. Uh, it was a funnel. It was basically backwards like that. So he, um, he kind of pioneered, I did the first version where he basically had a funnel and it was like, Hey, it's $0.

You gotta put a credit card in, just like reserve your spot, come attend the whole thing. And if you, if you love it, don't do anything. And after the webinar is over, uh, I'll, I'll bill you a hundred bucks. But if you figure at the end of it, you're like, ah, it's not for me. Let me know. And I'll, and I'll, um, I'll give you money back. All right. You know,

I won't bill your credit cards. It didn't cost you anything. And so he's, he did the first version of that invisible funnel and, he did it and it was, it killed it for him. So I remember I saw it and I watched what people do. I was like,

that's genius. So I, the next day I was like, Dagan, I'm going to do one of those. He's like, it's called the invisible funnel. I'm like,

oh, that name is so good. So I was like, all right, I'm doing invisible funnel. And so we went and created one and that same kind of thing. And what's crazy is, um, for me, like if you look at a typical webinar, let's say I get a thousand people to register, I might get 300 to show up, right?

30% show up rate. If I did a paid web, like a paid product, if someone pays 30 bucks or 50 bucks for a course, I may have sold, maybe I'd sell a hundred of them, right? This is back, this is back then. And so, so that's kind of my, my, my thing. If I do a free webinar, I'll get 30% show up, right? If I do a paid, like, like I think it was 47 bucks. I paid $47 webinar.

Maybe I'll sell a hundred to my list. I guess probably like if I push hard, I might get a hundred sales. So I did it, but I, I did this little flip, right? So it was, it was a webinar and it was supposed to be a four hour training, four hour deep dive on this one topic. And, uh, it's free up front. You got up being, it was supposed to be a four-hour training, four-hour deep dive on this one topic. And it's free up front. You gotta put a credit card in to reserve your spot and then experience the whole thing.

At the end of it, if you decide, or you know, at the end of it, I'll give you an email address. If you don't love it, let me know. You can email me and we'll give you your money back free. But if you do love it, do nothing. And then two days later, whatever, we'll bill you the 50 bucks.

So we launched it. I don't remember the exact numbers, but I feel like when I did that, I sold like 300 people signed up. And I was like, wait, what? That's crazy, 300 people. So three times more than I would have sold if I just sold it as a product,

based on kind of my estimates of what I thought I was gonna do. Then I did the webinar, and what's crazy was like an 85 or 90% show up rate. Okay, so people show up because they were paying for it. Like they wanted to make sure, and then, you know. And I had some people that told me that like, I signed up just to like prove you wrong, and like, I sat through four hours, and by the end I was like sure. And then, you know, and I had some people that told me that I signed up just to prove you wrong.

And I sat through four hours and by then I was like, man, Russell, you earned my money. You definitely billed me. And when all of a sudden, I think we had 10% of people, 10% of people who canceled and asked for their money back. So it was a little bit there. But even with 10% canceling, it means 90% of people we actually billed, right?

Which is still way more than the 100 people I would've had had I sold it up front. and so that was the thing and we me and Dagan did test a whole bunch of variations and variables on that different things one of the things we tested was it's basically you sign up for zero dollars and you pay afterwards or if you want to prepay you get a discount we tested that it was like 50% of people took the prepaid to save money I was like that's crazy getting money up front too, we did all these different tests. And eventually, Dane and I actually did a two or three day long event in DC with a group of about 100 really amazing marketers. And we taught this concept. And it was

really, really cool. And then fast forward, a year later, I included it in Dotcom Seekers book, and then it disappeared off the place of the earth. And so anyway, as we were planning to do this new Two Comma Club live event, some of you guys have seen it. If you go to, anyway, as we were planning the, to do this new two comma club live events, we, as I've seen it, if you go to two comma club live.com, so spell out T W O C O M M A C L U B L I V E.com to comic club live.com. Um, as right now we're in the middle of it and we were kind of preparing this. I was like, um, just the thought in my head came and I was like, what if we, what if we went invisible funnel on this? Most of the people in my team, like, what's that mean? I'm like, and a couple of people knew from back in the day,

they're like, we haven't done that forever. I'm like, I know, we should totally invisible funnel this thing. And so that was the concept and so that's what we've been doing. So for the last two weeks now,

we've been promoting this. Basically, you come to docomiclub.com, docomiclublive.com, you put your credit card in, we won't bill you anything and then we're doing a three-day live event where I'm going live for three days,

intense, like it's gonna be really, really fun. And then after the event's over, if you love it, you pay $197 and that's kind of how it works. And then there was a prepay where you could save $50 and get it for $147 if you prepaid. Plus you got replays for like five days at the end or something like that. Whereas you don't get replays if you do the other way. And so that's kind of what we did and that's how we structured it. And right now it has been killing it. Uh, we are over 2000 sales so far. It's like 60% of the people are taking the prepay, which is amazing. Cause now we can spend tons of money on

to, uh, to buy ads and get people in. And, uh, we still have another week, about a week left before the event actually starts. So my goal is probably under three to 4,000 people registered, which is amazing. And we'll do the presentation and it's going to be really, really fun. So that's what's happening. And I just want you guys to know the Invisible Funnel is back. If you haven't done one, that's the structure. That's the concept. That's how it works. If you want to see me talk about it in the original.com secrets book, you got to find one of the old ones, which I don't even know where you get those anymore. Maybe Amazon or borrow your buddy's book if he's got one of the originals. But that's kind of the concept of what the invisible funnel is and how it works. And it's pretty powerful. So I'm excited

to see the stats afterwards, you know, to see if it's like back in the day when 10% of people cancel. Maybe it's less now, especially as I'm doing a three-day event as opposed to like a three or four-hour long webinar. But it's pretty cool. So anyway, I just wanted to kind of give you guys that as an idea, another selling tool, another type of funnel you can test, a way to get paid up front to create something, a way to give massive goodwill to your audience and reciprocity where you have a chance to serve them and then they get to tell you at the end if it was good. Can you imagine going to a movie and be like, I'm going to go watch the movie and then after it's done, I'll let you know if it's good.

And then if I like it, I'll pay you. Or going to a restaurant, I'm going to eat all the food. If it's good, then I'll pay you. If not, I'm not going to worry about it. That's literally what you're doing to your customers. You're giving them this opportunity to come and have a meal on me. And if you love it, then pay me. If not, don't worry about it. I don't really care. And imagine the reciprocity that builds with you and your audience. And for some people, they're going to take advantage of

it for sure. But the majority of people are good humans and they're going to love it. And it's going to give you the ability to serve them. They may have said no ahead of time. For my people, they might not have spent $200 on a ticket to a virtual conference, right? But now, because they did this other direction, they're saying, I'm going to test it out. Let's just try it. Let's see if Russell's as cool as he thinks. And because of the barriers lower,

they come in and then they can experience it. So anyway, that's what we're doing. And if you want to see one in action, go to 2comiclublive.com. It'll be up for the next couple of days before the event starts and you can see how it looks like there. So that's all I want to share with you guys uh the invisible funnel is back

i hope you use it hope you enjoy it and with that said i'll talk to you guys all again later bye everybody hey everybody this is russell again and really quick i wanted to invite you to join um arguably the best thing that we've ever put out inside the clickfunnels community and it is a challenge we call the One Funnel Away Challenge. You know, everyone in their business, in their life, they're one funnel away from something. Some of you guys are one funnel away from quitting your job. Some of you guys are one funnel away from getting more impact.

Some of you guys are a funnel away from growing your company to the next level. And so we created this challenge to help you to create and launch your first or your next funnel. No matter where you are in your business, this challenge is going to help you. It's going to help you understand the strategy, help you understand the tactics, help you understand all the things you need to be successful with your funnel. So what I recommend you do right now is stop everything,

pause this audio, go online and go to OneFunnelAway.com. That's OneFunnelAway.com and join the next challenge. There's a challenge starting in the next few days, so go get started right now. OneFunnelAway.com.