Marketing Secrets with Russell Brunson - The Secrets Behind The 30Days.com Funnel...

Episode Date: September 11, 2018

One of our highest performing funnels to date, find out what we did and why. Today's episode Russell talks about how the new 30 Days funnel was born and the process he and his team went through to get it up and running in such a short amount of time. Here are some of the amazing things you will get to hear in this episode: The history of why Russell reading a 30 day challenge 15 years ago and why he thought of it again. How this concept got going and what steps and people were behind the process. And how you can get involved in Russell's 30 Day challenge. So listen here to find out why this 30 day challenge has already been one of Clickfunnels most profitable funnels. Transcript - https://marketingsecrets.com/blog/the-secrets-behind-the-30days-com-funnel Learn more about your ad choices. Visit megaphone.fm/adchoices

What's up, everybody? This is Russell Brunson. Welcome to the Marketing Seekers Podcast. It's a late night. You can probably hear my crickets, and I got something really cool to share with you. 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. Hey everyone, it's a Sunday night and taking the garbage out to the curb. We actually already took the garbage out earlier, I'm just taking out an extra bag. That's why you don't hear me. Will the huge garbage cans for like half a mile to get there. But, um, walking out and I was just like, I've not done a podcast in a while. I got a lot of cool stuff I want to share. So many fun things happening. So many amazing things happening. Um, and, uh, yeah, I thought I'd just jump in here real quick for my battery dies and share, um, some of the cool things. So, uh, some of you probably saw, we launched a new project this month or this week.

Um, I think right now we're on a schedule. I think we're gonna roll out a new off front end offer every about 30 days or excuse me, every 90 days. So once a quarter, a really cool front end offer. Um, just because it's fun and it's exciting and keeps like, I don't know, it keeps our team sharp. It keeps, keeps, keeps us all excited. It keeps us actually doing this game. I see so many companies who we, um, compete with who like, um, uh, I shouldn't name my names, but, uh, anyway, landing page companies or really confusing software, people who they go out there and they used to do the thing.

Then they create a tool to make that thing easier. And then they never actually use their own tool because they just sell the tool. I think that's what's unique about what we do at ClickFunnels is like we actually drink our own Kool-Aid. Like I'm still making offers. I'm still writing books. I'm still doing funnels. I'm still doing high ticket funnels. I'm just like, like we're still doing it.

So we're innovating. We're creating, we're, we're always like pushing the envelope where, where the company's doing that, right? Like I don't, I don't know any that are, that are doing that. So about once a quarter, we're rolling out a new front end, um, which is different hooks, different angles, different concepts, different ideas. Uh, then we're doing a bunch of other fun things too. In fact, we're trying this year to get done.

If you guys remember earlier this year, we did Project Mother Funnel. Now we're working on Project Value Ladder, which is the second phase of it. And then after that, then all next year is about is once a quarter, rolling out a really cool new front end to bring a new segment of the market in. But I digress. What I want to talk to you guys about today was when we rolled out so if you haven't seen it yet go to 30days.com and uh and funnel hack it like sign up slowly for the process a lot of time and effort energy and money went into um developing

this the way we did so it's kind of a blend of a couple different ideas a couple different things so i'm going to share with you guys kind of behind the scenes. Um, this is the stuff I get geeked out on with my team, but nobody else gets to hear about it. So, um, all right. So a couple, a couple of pieces. Number one is back like 14, 15 years ago, there was this kid that came out with a, an ebook. He was 18 years old at the time.

It was called like 30 days to internet marketing success. And in this book, he'd interviewed a whole bunch of internet marketing gurus and had them write out a day-by-day, 30-day plan. They were to start over from scratch, what they do day one, day two, day three, and from day one, through all 30 days. Anyway, I bought that book back when I was completely broke. It was the first year my wife and I were married because our one-year anniversary, my parents were going to Hawaii, and they allowed us to bum along with them.

So I was going on a plane with my wife and I actually went and printed out these two books and I couldn't afford all the paper we needed. So I printed eight pages to a page. So it was like, and I got them spiral bound. I still have them. I actually showed them on a Facebook live the other day. But I remember reading through the 60 different gurus' blueprints of their 30-day plan. And that was like where it all clicked for me was on that trip.

I read all 60 of them. In fact, it was fun. I was looking at the original copies I was reading where they had eight pages on a page. So they're like the little mini type. I can barely see the text. I was reading them all. I'm circling things and highlighting them. But what was interesting is every single person had a different plan, but they all

had a similar model, right? So everyone had to create a product, then they had a way to sell the product, then they had a way to get traffic. But the way they did all those elements were different. Different people created products different ways. Different people sold things different ways. And so I kept seeing the pattern over and over and over and over again. I was like, oh my gosh, I know the pattern. All I I gotta do is just create a product, figure out a way to sell

it and then drive traffic. You're like, that's, that was it. And then, um, shortly after that trip, I came home and I created my very, very, very first product pre potato gun, pre everything, which was a software product called zip brander, which is hilarious. Anyway, uh, long story short, that was, it was like the, the tool that like really changed my life. Um, that, and then about the same time I got Mark Joyner's course, his farewell package and between those two things, like it just, the whole model made sense. And then, you know, ever since then I've been running and it's been a lot of fun. And so, um, anyway, this is rewind back probably man, seven, eight months ago, I was actually

coaching. I was doing my inner circle a decade and day call and for some reason during that call i was telling like that idea popped back in my head and i think i shared it with the person i was coaching i can't remember who was at the time i was sharing with who i was coaching and i was like you should do something like this in your in your industry and i was like tell them how much it helped me and i was like wait a minute i should do my industry nobody Nobody's done that concept in 15 plus years. Let's bring that hook back off the shelf and let's repackage it and make it a thing. And then in the middle of that call, I went and saw 30days.com was available

and somebody owned it but it was for sale. So in the middle of my coaching call, I send the link to Dave. I'm like, Dave, buy this. By the time I got off my call, he bought it. He's like, I bought it. What is it? I'm like, oh my gosh. So I was telling him, I'm going to bring that back off the shelf to the 30 day plan. Right. So they're stepping one. So I knew that somehow I was gonna bring that hook

back into the world. I didn't know how or what, but that was the first concept. Uh, fast forward then a little while later, I can't remember exactly the context. Um, but, uh, Julie Stoyan and I were talking about, uh, summits and doing a telesummit for ClickFunnels and bring on two comic club winners. It'd be a really cool thing. And, um, but I was like, I don't have the energy to do something. I, in the past I used to do summits. That's how I grew my company in the very beginning was through summits. I believe in them, but there's a lot of work. Um, and she was like, well, I have this friend named Bailey who is amazing at summit. She teaches it, she does it. She's like, I've been on a lot of summits. Bailey is by far the most organized, like the best person I've ever worked with.

And so we had a chance to meet Bailey and I was like, Bailey, we want to do summit. Do you want to run a force? And she said, yes. And so that was the second step in the piece. Right. And so then somewhere along the line, it was like, Hey, we should do summit, but based on the 30 day concept where, um, we do this thing where on the summit, you're interviewing people and what would you do day one? What would you do day two? I was like, we should still do a book, like have them write out the plans. Let's give everyone a PDF that shows that person's 30-day plan and the summit where they can hear the person talking about it. And so that was kind of the next phase. And so Bailey went to work and spent, I don't know, three or four months of her life interviewing all these people and getting the books put together.

She just killed it and she did such a good job. so that was kind of the next piece of it and then uh natasha hazlett if you guys are natasha oh and let me step back so bailey's actually uh all these people that are teaching me their superpowers i'm bringing them on funnel hacking live so bailey's going to be at funnel hacking live this year showing her summit model how she does her summit so um if you want to learn how to kind of replicate what she's doing what she did for us what she's done for herself and other clients um come to funnelhackinglive.com come to funnelhackinglive and you'll see her present on that so then a little while later natasha hazlett if you guys don't know natasha yet she's super cool um and she's also speaking funnelhacking live btw by the way um about the topic that i'm

going to talk about next so natasha's, uh, she's awesome. And I can't wait for her to kind of share her whole story, but she's had some big successes, some ups and some downs and, and, um, and, uh, and actually from like live the second one where Marcus Limones was that Marcus actually had a huge impact on her. And, uh, it was a big transition point for her and her health and her life. And, um, it was kind of this catapult that changed a whole bunch of things. And, um, like a year ago, she got inspired to write a book. She wrote a book and she like, I'm gonna do Russell's free plus shipping funnel. She tried it and like had okay results, but nothing like earth shattering. And, and I'm sure she was frustrated and trying to figure out what to do and her and her husband decided,

you know what we're going to do? We're going to, instead of giving away this book for free, we're going to sell it for $47 and we'll bundle it with a challenge. It'll be like the Unstoppable Influence 30-day challenge. And so she jacked up the price to like 47 bucks and it was the book and the challenge. And she launched it and it like was super profitable up front. And so she did this challenge. It was a 30-day challenge where people go on day one, day two, day three, all the way through 30 days with them and, um, got huge results for people cause they were forced to consume stuff cause it was live, live, which is awesome. And then, um, and at the end of it, she did her webinar. She traditionally does. And she's, she's pretty good actually on webinars. Um, uh, I mean, her stats, like, I don't know, on average she would close like 10%, but she did this webinar

to all the people who had signed up for the challenge at the very end of the 30 days ended up converting like 20% and like one of her biggest paydays of her life like boom at the end of the scene and her messaging me she's freaking out like we figured it out like we cracked the code and we're off the race she's like my two comic clubs come in like and it was so cool it was so much fun to see her and after I saw her model I was like oh my gosh like there's something super powerful about challenges. Like, and then fast forward, like two months later, Garrett White launched his challenge. If he hasn't seen the King's kit challenge, if not go to the kings kit.com and Garrett's

was different, but similar. And it was like, excuse me, it was this front end challenge. It was a hundred bucks to get in it. And then, um, he took him on a 30 day process and at the end of it, he ascends him up to the next level and pushes him through his, his ladder and um i've been geeking out i've signed like 10 times for his i keep watching it like month one he had like a thousand people went to like two thousand and three thousand and four thousand and it keeps growing these challenges he's running and i watched kind of how he's facilitated his and and so as we're putting

together this 30 days thing i was like you know you know what? We need to do two things. Like, or actually three things technically. I'm like, number one, we're doing the 30 days concept cause I love it. Number two, we're doing the summit cause it's, it's, it's amazing. Number three, um, we're going to wrap in a contest into this thing. And I was like, well, it's our contest, you know, what's, what's our goal? And I said, well, we keep telling everybody they're one funnel away. Like, what if we did a one funnel way challenge and we, we focus on getting their funnel launched up and running

in 30 days. And that's when the angels were singing, Oh, we're like, this is the thing. This is going to be amazing. So, and that was like two weeks ago. And so I'm like, that means I got to record all the content for a 30 day challenge. Like, and it had to be this week basically, or last week, basically, because the next six weeks of my life, I'm full meeting zone, as you'll probably hear me talk about in the podcast. So I was like, okay, so I spent all last week recording it. And then I, uh, pitched Steven Larson, Steven, I need you to be the guy daily. Who's yelling at these people and kicking their butts to make sure they actually succeed. And he's like, I'm in. And then we're like, ah, and we just mapped out the whole thing there um you know julie's killing the shelf getting all

the other back-end videos and oh so many people so many things everyone running um oh i i was to tell you everybody on my team that i mean everyone's killing themselves honestly it's trying really good because we kind of shifted the way the offer is going to be all last minute and and um it launched um like less than three days ago. And so basically the way it works, when you go to 30 days.com, you'll see it, but there's a page there where people can register for free for the summit. Some will be starting in like seven days from now or something from the time I'm recording this and it'll be live three days. And each day you'll get 10 people's interviews and their 30 day plans unlocked. You can see them, you can download them, you can,

whatever. Um, it's all free. And then after you sign up though, there's an upsell saying, cool, you join the challenge. Um, the summit's coming up really soon or you join the summit, the summit's coming soon. And so you're gonna be learning every else's 30 day plans. But what about your 30 day plan? What's it? I keep telling people you're one funnel away. Um, but like, you're gonna go through all this stuff and then what's, what's your funnel goal? What's your plan going to be? Like we need to execute on your plan and how would you like be personally coached by me and Julie and Steven to get your thing up and live and something like that.

I can't remember the pitch, but something like that. And we bribe him and say, look, if you, if you snap this challenge, it's a hundred bucks. I'm gonna send you a free copy of the 30 days. Uh, everybody's step-by-step plan in a hardbound book, which ended up being 550 pages. This is the biggest book ever. And, um, so basically we're selling the, I mean, the book is free when the sample hundred, a hundred dollar challenge, um, that we've ordered for and bump on there from the funnel audible presentation from liking live and the upsell as well. And we launched that funnel three days ago. And the first three days we sold like, I can't remember the exact numbers,

but it was like 2,500 plus people signed up for the challenge, which is insane. Insane. And then the upsell take rate and the order form bump take rate are like second to none. We're halfway to Tucoma Club in three days on this funnel that I did not think was going to be like a profitable funnel. I thought it was, it was crazy. We're also paying a hundred percent commission on a hundred bucks to affiliates.

Um, and so affiliates going crazy with it. Plus the speakers are going crazy with it and it's just, oh, it's, it's cool. So why don't I share that with you? A couple of reasons. Number one, I just got to tell somebody the whole thing. Uh, number two, um, notice how we blended together a couple different things. We found a really good hook and a story and a concept for this funnel, right? Every funnel is like a storyline. So there's this storyline that weaves it in, right? Number two, right?

What's the front end? It could have been a squeeze piece, whatever. We decided let's take a summit funnel on the front end to get somebody in the door. Summit's also really good work, really good to get people to promote. And then the second step in the funnel wasn't just a normal Summit funnel. Then it was like, you know, we're going to challenge funnels, what they sign up for right afterwards. Then we brought back the same principles

you guys have been learning for the last 500 plus episodes. We brought in an order form bump. We brought in an upsell. We brought in all these different pieces. And boom, we've got this funnel that's just killing it, like insane, doing insanely well. And so, yeah, just, I think this is one for those who are getting into this funnel game, and just thinking about funnel psychology, like, you have all these pieces, right? Like,

look at, like, the funnel world is like, like a painter, and you got a palette of all this paint, right? And everything's not always, squeeze page fell space thank you page you know or whatever like this funnel has to look like this like yeah those structures are there but it's like soon you understand what you're working with you understand the concepts then then it's like how do we weave these things together into something greater um in wrestling um we used to there's this thing called chain wrestling. What happens is you learn a single leg and then you learn a double leg and then you learn like, you take someone down and you learn all these moves in isolation. Right. And then what would happen is

you get a match and you like shoot on guy perfectly. And then you like stop and you're like, okay, now I got to take him down. But then that point, like that split second, your brain, you're shifting from movement. Number one, move number two, like the person escapes, right? And like, Oh crap, I got, he got away. And then you're like, okay, go back. She shifting from move number one move number two like the person escapes right like oh crap i got he got away and you're like okay go back shouldn't move number one and then move number two and like because you're thinking move one two three the person can get away because it's not fluid it's like and so what chain wrestling is is is getting the point where we'll move one one two one two three becomes one move right and somebody counters you don't you don't stop like oh okay i mean let's move two again like you just you start like weaving things together where it's just everything's happening in

and out in and out in and out that's the best wrestlers when you see them they don't they'll stop and they think they're chain wrestling they go from the first move to the second to the third to the fourth to fifth with no breaks in anything and if somebody counters they instantly counter back it's just it becomes it becomes, more than just the step by step. Right. And so for you guys who were geeking out on this with me and like understanding this, like if you look at why we're having so much success is because it's not always like this fluid or it's not, excuse me, it's not like this rigid, like this funnel and then this

funnel and this funnel. It's like, how do we, how do we, how do we chain wrestle? How do, how do we make this fluid so that number one, we've number two and number two, number three, and all those pieces weave together into something amazing, right? So what I'm learning about summit funnels and contest funnels, and I remember that really good hook we had, and we're just weaving in the best principles from these things

into something that's new. It's not drastically different. I mean, if you look at it from a framework, it's a squeeze page. It's a sales page with an order form bumped and order form, right? But it's blending these two or three different concepts together um to make like honestly one of our most profitable funnels yet it's one we didn't even have a big affiliate push behind other than the speakers and yeah people are driving tons of traffic and it's it's really fun so um anyway i just want to share with you because you guys care and you guys listen in

and I appreciate you guys listening in. So anyway, with that said, I'm going to go back home or go back inside, get to bed before my battery dies. If you enjoyed this episode, actually, I'm going to start doing a fun thing. Take a snapshot of the screen of this and go to your Instagram and post it

and then tag hashtag marketing secrets. And let's get a tag start with marketing secrets. And every time you listen to an episode of Marketing Secrets you like, take a snapshot, go to either Facebook or Instagram or both, and then post the picture so they see what episode you're on and say, love this episode, hashtag marketing secrets. And let's get people doing that thing kind of fun. So that's all I know if he has your way.

So do that and then tag me on it too. And I'll start seeing you guys tagging. And then my favorite people are the ones who tagged me with cool stuff. So you'll become one of my favorite people. So how about that? Sounds like fun, right? All right, cool. Thanks everybody.

Have a great night and I will talk to you tomorrow. 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.