Marketing Secrets with Russell Brunson - Update on Launching Secrets of Success to $100M Per Year

Episode Date: March 15, 2024

We've launched! A few episodes past, I made my plan public to create a $100M per year business from scratch in the next 24 months. This is an update on how that business is doing, from our initial launch to our weekly and monthly activities (including why marketing math sucks). We've made some adjustments and followed a lot of pieces to plan (with a few adjustments). Get all the updates and follow along with me step-by-step to build your business with me by joining the 2CCX Coaching Program at https://www.twocommaclubx.com/ Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Secrets of Success Learn more about your ad choices. Visit megaphone.fm/adchoices

When it comes to Smart Water Alkaline 9.5 plus pH with antioxidant, there's nothing to overthink. So, while you may be performing mental gymnastics over whether the post-work gym crowd is worth it, if you'll be able to find a spot for your yoga mat, or if that spin instructor will make you late for dinner again, don't overthink how you hydrate. Life's full of choices. Smart Water Alkaline is a simple one. Welcome to the Marketing Seekers Podcast. My name is Russell Brunson, and I'm what you call a serial entrepreneur, but with a twist.

You see, 50% of my time, I'm the CEO of ClickFunnels, helping over 100,000 brands to grow their companies with funnels. And the other 50% of my time, I'm actually in the trenches using ClickFunnels to grow the startups I believe in. During this podcast, I'll take you behind the scenes and show you how we are bootstrapping ClickFunnels and my other businesses from startup to nine figures and beyond. Welcome to the show. What's up, everybody? Welcome back to the Marketing Secrets Podcast. Today is an update podcast. We're gonna update you on some cool stuff.

So a lot of you guys know, over the last little while, I've launched a brand new company called Secrets of Success, which has been so much fun. It's fun to get back into getting my hands dirty and doing all the things again, you know? And really, the goal of this company was to create something that everyone else could follow along with, right?

Inside of the Two Comical Clicks coaching program, literally, it's been fun because basically,'m doing something launch the MIF key and come back and my kid guys here's what we did here's how we launch MIF key go ball on cheers and so everyone's kind of following along on the journey it's been really really fun so I want to give you guys an update though cuz lot of years were fun like you live and you talked about like my goal like me calling my shots how to go from zero to a hundred million dollars in recurring revenue by following linchpin and so we're on the path of it right now.

And it's growing, it's doing well. And so I want to give you guys an update on the things that are happening. So number one, first phase, like after Funnel Hacking Live, when I kind of called the shot, we came back and a month later, we launched the membership site,

which was really fun, right? Putting it all together and thinking about how do we create a membership site that's sticky, that's going to be unique, that's going to be different. And I think overall, it's been great. Membership site's been fun. But I had one thing that we tweaked unique, that's going to be different. And I think overall, it's been great. Membership site's been fun. But I had one thing that we tweaked in January that I want to share with you because I think it was important. So when you join Secrets to Success, it's like, why is someone joining,

right? Because they want to learn these principles. They want to hang out with me. They want to talk about success and personal development and things like that, which has been fun, right? And so what's cool is you go in there in the members area, and right now, there's a success path, which is each month I teach a principle. A lot of these principles are coming from the new book I'm writing. But it's fun because I get a chance, you know, from stage here to go deep into these different principles. And we do it live with the group. And so everyone gets to interact and hang out with each other.

And then it becomes a module in the members area. And so right now we're going month by month, each month doing a new module. And that's been really fun and getting people to stick, getting people engaged in this stuff. And it's been a fun place for me to also test the material for the book that I'm writing, right? So it's been multi-purpose. It's been really good. The number two thing, we have a library, right?

It's a digital library where we're scanning and getting audio books out of all the most amazing lost files of all time, right? Like these books, these works, these manuscripts. And so each month people go in, they got credits, they can unlock, kind of like Audible, they can unlock the book. So they can unlock a book and sometimes it's a PDF or an ebook or an audio book or both or all three things. Sometimes it's the course from Natan Gil-Khonan. Like there's just, it's an ever-growing library

of just amazingness, right? I'm spending a hundred grand a month on books and courses, and then we're putting in the best of the best and putting them in there. And so this library keeps growing, which is really cool as well. And then we added a book club where every single month we're picking a book. We got Whitney Dixon, our team, who's like the book facilitator or not, what do we call it? She's doing the book club and running the virtual mastermind. So every single week there's a virtual mastermind where we're all reading a book together. We jump in and basically she shows some best practices and we do these breakout rooms where everyone breaks out and you have a chance to discuss with other people

in the community. And it's just, oh, it's been so cool. And so it's been building a really strong, really solid community, membership site, a really cool base. So, oh yeah. And I'm going to talk about, I'm kind of jumping around because I'm talking about membership. I'm trying to talk in a timeline, but I'm going to jump out of the timeline for a minute because in January, one of the big things I saw, like as people were canceling, it's like, there's so much cool stuff here. I don't know how to keep up. Right. Or like, I don't have a chance to read a book every single month. Like there's just, there's a lot. So I was like, okay, how do I, for people like that? And I'm, I'm probably one of those people. Like I listened to a lot of audio books all the time, but same time, like I'm busy.

So it's like, sometimes it's like, just give me the meat, give me the, give me the cliffhanger. It's like, what's the most important thing. And so in January, we started doing this thing where basically I look at like, because I'm spending at least 100 grand every single month just on, in fact, most of the profit of this company is getting reinvested back into books. So thank you guys for supporting my addiction.

But it's been fun. So basically what happens is I buy all these old books and courses, the magazines, all these things are coming in. And so now I'm doing a newsletter each month. Basically it's like, hey, here's all the stuff. So I'm telling the stories of the treasure. Like I found this over here and this over here. So it's kind of a fun, the newsletter's fun because I'm doing a newsletter each month. Basically, it's like, hey, here's all the stuff. So I'm telling the stories of the treasure hunt. Like, I found this over here and this over here.

So it's kind of a fun – the newsletter is fun because I'm telling the treasure hunts behind the scenes. You can see what I'm acquiring and how I found them, what they are. So you see what the gold gems are. But then on top of that, I'm saying, okay, look, I bought this magazine. This is a $30,000 magazine. I bought it because, you know, here's the story why. But like – and I read the whole thing. But like – and it's great.

But like there's this one article that so-and-so wrote that's like, like Orson Sweet-Martin did this, did this, uh, this, this thing on achievement that was amazing. So I actually pulled out, they have it in the newsletter and I'm like, here's these, this book set I bought and the book set's amazing, but like, here was the golden nugget, like these three principles, like here they are. And so like, I'm, I'm curating all this stuff and I'm making the cliff notes versions. Okay. I don't have time for everything else, but like, what's the best of the best, like now that newsletters in there so I've published January's and February's I'm writing marches actually today and tomorrow so that'll be in there soon as well but it's just again it's curating the best stuff finding a

bit the gold nuggets and handing to you on a silver platter and people been loving out as well too and so this is some of the pieces have been happening okay let me step back the timeline now so after fun I could I've got memberships I done okay the Miffy offer which was insane then we launched it to my list to everyone's list, to affiliate's list, and it was amazing. I think we ended up getting, I can't remember the exact numbers, it was like three or four thousand people,

I think, during the launch, who bought the Miffy, who came to the membership site, which was awesome. And one of the coolest things for the Funnel Hacking nerds out there, if you go through the funnel, the uptake rate for yearly was insane. 20% of people bought yearly. Which, if you do the math on that, it was almost a million dollars in sales just came from people upgrading yearly. Uh, which was, which was amazing. I hit $2 on comic club, just from people buying the yearly upgrade. So

the funnel is converting really well, especially to warm traffic. And so, um, it was amazing. And a lot of affiliates made a lot of money. In fact, um, I'm flying out tomorrow to do, uh, the affiliate event for the top 10 affiliates. We were actually to Chicago why are you flying Chicago Russell's like well Chicago happens to be the home of mr. Earl Nightingale Michael Conant's from there Earl Nightingale is one of the one of my favorite authors speakers from this time period a key had a daily radio show for like 10 years or 20 I don't know forever he had he was the very first person to have a spoken word record go gold platinum right which is called the strangest secret like whole bunch of He was the very first person to have a spoken word record go gold, platinum, right?

Which is called The Strangest Secret. Like, whole bunch of cool things. So the top 10 affiliates, we're going to Chicago and we're gonna have like an Earl Nightingale day. I'm gonna be teaching them about Earl Nightingale. We're bringing a record player. We're gonna play an original record of The Strangest Secret so we can, as a group,

like hear it together and we'll have a cool mastermind. Vic Conant, who runs Nightingale Conant, is gonna come and he's gonna do some Q and A. And it's gonna be a really fun thing. And so all the top 10 affiliates made a bunch of money and we have this really cool experience with them now. So that's kind of the next step in the journey. Yeah, and then after that I was like,

okay, now we gotta figure out customer support, make sure everything, all the systems part, right? It's kind of like after you do the launch, then it's like the cleanup, the dust, find things that are broken, like we found a little tech error. So it was probably a month and a half, two months of just trying to fix everything, save lives

so that members have a good experience, making sure that no problem's happening, getting all of our, you know, everything in a row, all our ducks in a row. And then it's like, cool, now it's working. And now it came back like, okay, now how do we start growing this? How do we start growing this, right?

So the first thing we started doing as we were kind of cleaning things up is we didn't want to spend money on ads yet. We didn't want to like, we wanted to just to kind of like start this process. So we started doing these we were kind of cleaning things up is we didn't want to spend money on ads yet. We didn't want to like – we wanted to just kind of like start this process. So we started doing these like little mini dramatic demonstrations. So what we do is like each month in the membership site, we would do a book club, right? So for example, month number one was Elsie Lincoln Benedict's book set which is called How to Get Anything You Want which is one of the greats of all time. If you do nothing but join Secrets to Success for that book set alone and listen to the audio book and read the PDF, that alone is worth the value of a year worth of the membership.

I'm not kidding. Of all the gold I found, it might be my favorite thing I found in $18 million now. I don't know the exact numbers. A lot of money buying books, that is probably one of my favorite gems of all of them. The first month, that became the book club. And so we did a little mini challenge for three days. Day number one, I interviewed Joe Vitale about that book set because he knew about it. And then Eileen Wilder and then Annie Grace. And so we just did these little mini interviews with each person and then basically called action.

It was like, the book club's starting Friday. Go get in there, right? And so we did that through the list, and we got a handful, maybe 500 or 600 or more members that came in from that campaign. The next book club was Robert Collier's book, Secret of the Ages, which is another book set that's insanely cool.

And so this time though, instead of doing a three-day challenge, I was like, I want to do a mini-reversion. So we did a one-hour webinar. People registered. I talked about the book. Eileen talked about the book. Andy talked about the book.

They pushed people to join the book club that was starting. And we got a whole other big slew of members coming in. So each month we're doing basically, we know what's going to be fulfilled in the membership site. So we pull that out. We do a little mini dramatic demonstration talking about it, coming in. So each month we're doing basically, we know what's going to be fulfilled in the membership site. So we pull that out. We do a dramatic,

a little mini dramatic demonstration, talking about it, sharing the best principles, why we're excited and push people to join. So they can be part of the book club to go deeper in it. And those little campaigns have been great. They've been great for us. It's been great for affiliates.

You're not like we added 2000 members overnight, but it's getting a consistent stream of just members each month coming in because we're taking one gold nugget from the membership site, bringing it out, shining a spotlight on it, talking about why it's so cool and it gives people a reason to want to get access to jump back in. So that's been really cool

as kind of a monthly thing to do as we're just kind of building things up. This last month then, we decided, okay, now things are working. Everything's in place. We have email signals, we have a newsletter. Everything's, you know,

all the linchpin steps are working really, really well. Now let's start turning on paid ads to the MIFKIA funnel. And so we turn on paid ads to MIFKIA funnel. And you know how tracking is, how it never really tells you the truth. Like, it's like, it doesn't matter, you know, we have like, you have Facebook stats, you have ClickFunnels stats, you got Hyrosis stats, you got, you know, like all the stats. None of the stats ever match. People are like, why doesn't ClickFunnels stats match to you? Like, none of the stats ever match anywhere,

they're all different. And then you have, like, Stripe stats on the sales, then you got the counting, like, stats is the most annoying thing. When somebody actually makes stats flawless, you think, like, you think that this is just math, right? Like, how many people clicked on this link? And anyway, I'm not going to go on a rant right now. Anyway, so we had basically like 20 places we tracked stats. We tried to like sync them all together to figure out the best case scenario. So we had everything. We were running it.

And based on what we thought was the correct stats, we were like a 1.4 to 2 ROAS, the return on ad spend. So every dollar we spent on ads making $1.50, $2 back, which was amazing. Right? So we started growing and scaling, right? Dumping money. Right? This is insane.

Everything's hitting. And then my accountant, who's looking at his version of the stats, which is different than all the marketing version of the stats, is like, hey, this month we lost $60,000. I'm like, no, we didn't. We're at a 2x ROAS. We're making money. And he's like, well, not according to the bank account,

which is the new stats. So we're looking at the bank account. These are not working. Something is happening. It took us almost two days to reconcile everything., which is the new stat. So we're looking at the bank account like, these are not working. Something is happening, right? It took us almost two days to reconcile everything. We found out the problem. And I love Hyrule. It's probably the best of the tracking platforms right now by far. But for everyone who signed up for the free trial, it was attributing $97 towards the free trial because in a month now, they billed $97. And so we were looking at,

we had collected $100 that we hadn't, which made all the stats work on this side and not work on the actual money in the bank side. And so we had like, turn off the ads, slow everything down, like everything's like screeching to a halt, like everything stopped. Like, okay, what are we doing? What's happening? And we realized that the funnel we had as great as it was for warm traffic, JV traffic, stuff like that, it wasn't the average order value, the average cart value wasn't high enough for paid ads to actually work. And so it's coming back to the drawing board saying, okay, how do we tweak this funnel now so that when it's going out to warm and cold traffic, it'll continue to promote, to

continue to convert profitably, okay? And so this is like, this is the game, by the way, you guys. Like this is, if you heard me talk about funnel audibles and things like that this is this is the game we play all day long right it's always like figuring things out like like looking at numbers and like it's working now or it's not like and then it's like what's the next like what like how do we fix this i don't know like let's throw something against the wall and see what sticks so yesterday was fun uh we actually had the entire marketing team out here in boise for um i'm not marketing but sorry the funnel building team was here in boise for the last two days for a funnel hackathon, which was really cool. And we had everybody here. And so it was

kind of fun to be like, this is about time we realized it wasn't working. It's like, hey, all right, we need something different. What should we do? And so we started talking about other things. And the biggest thing we came up with was like, we just need one more upsell. One more upsell would get us over the numbers. And it's like, well, what can we sell? We have nothing to sell yet. So we're like digging through all the content in the archives, like what do we have? And all of a sudden we realized there was a product we created that we were gonna sell, but we haven't sold yet.

And it was the Charles Handel Master Key Systems Home Study Course, which is another gold gem that I found. And it's something we're gonna sell for like $2,000 in the future. It was gonna be something where someone would pay like 500 bucks and then it's $97 a month.

Then he gets this newsletter in a month every single month. It was something really fun we were gonna put together. But right, we'd already printed 1,000. So we got this newsletter in a month every single month. And it was something really fun we were going to put together. But we'd already printed 1,000. We got 1,000 of these in the warehouse. What if we instead of selling these for $97 a month, what if we compressed it, made it $297,

and just see if that gets cart value to the point where we can make it work? Because if we can get cart value to where it works, now we can blow this company up again, right? For those who don't understand cart value, basic cart value, I call it average cart value. Other people call it average order value. It's the same phrase, same term, doesn't matter. But it's basically when somebody buys your product and they go through the upsell, downsell sequence,

on average, how much money do you make for every person who buys the front end, right? So for a book funnel, let's say it's Expert Secrets. For everyone who buys Expert Secrets, we have upsells and downsells. On average, how much do I make for expert secrets book I sold, right? So let's say we make $50 on average for every book we sell in the expert secrets book funnel. It means I can spend $50 on ads to break even, right? So that's what average order value is, right? It's like if I spend $50 and I make $50, it means I have a one-time row ads, which stands for return on ad spend. I spent $50, I made $50, one-time row ads. So these are some of the metrics we talk about, the marketing nerds talk about, if that makes

sense. So right now, again, we thought we were spending, for every dollar we spend on ads, we thought we were making $1.50. So you spend a dollar, you make $1.50, what do you do? You spend as much money as you can, like it's Christmas time all day, right? But what turned out, it was like we spent a dollar on ads and we're making 40 cents. That's what was actually happening. And it was just like, yeah.

So the goal then is how do we increase the average order value? So again, if it was extra secrets, instead of spending $30, we're making $30 from every book we sold. How do we get to $40, $50, or $60? Because if I can get to $60 per book and I'm still spending $50, now I can scale this offer like crazy. So that's always the goal. That's all we're doing in this funnel game, right? It's how do we lower ad spend, increase average cart value,

average order value, and so to the point where I'm making more than I'm spending and then we can blow it up. That's the game. It's a fun game. It's like, it's just you're tinkering, you're trying things. As soon as you get to work,

then it's like, boom, scale it. And that's how you go from zero to building a ClickFunnels empire, right? You get the return on ad spend where you're spending way less than, anyway, so that's the goal. So we're coming back, so we decide, we're at episode number three,

we figure the price point we need to make it work is about $297, so we made a $297 version of this, and it was fun because people are like, well how do you make funnels, Russell? So this is what we do. So all the teams here in the office, I was like, quick, grab the physical copies of the product. So we grab the product, we put it on this thing right here,

I click, turn the camera, I'm like, what's up? This is Russell Brunson. I got one last special offer for you. And I told the story about the thing. Like, this is really cool. I told the story about this thing I found. I'm like, we made a physical version. Check it out.

I show the things. In the future, we're going to sell this for $500 one time, the $97 a month. It's a two-year program. So it's about, what, $2,997 for this. But right now, we're trying to get case studies and beta, you know, people to prove this is actually a good product, a good course. And so what we're going to do is

we're going to give you a huge discount. We'll give you a 90% discount. So instead of paying the $2,997 people in the future, you can get the whole thing for $297. If you want to add this to your order, click the link down below now.

Boom. So that was like one take, you know, best case scenario, you know, actually I think it took three or four takes, but I finally nailed it. I was like, okay, we got it.

Go. And then send it to the video team. I go, you know, edit this, get it online, actually I think it took three or four takes, but I finally nailed it. I was like, okay, we got it. Go, and then send it to the video team. I go, you know, edit this, get it online, get it uploaded to Vroomly, which is our video hosting platform. Upload it to Vroomly as quick as you can. And then we're running back like, okay, now for the page, we need some pictures.

And so we get a camera out. So we're like laying out the things and I get my iPhone out, taking some pictures. And then one of the guys on our team has got a better camera. He's taking pictures. And we finally get a picture. I'm like, okay, cool, get the picture.

So he's running over on Photoshop. He's editing it. While he's editing it, I open ClickFunnels. I create a new camera, he's taking pictures, and we finally get a picture, like, okay, cool, get the picture, so he's running over on Photoshop, he's editing it, while he's editing it, I open ClickFunnels, I create, create a new page, upsell number three, and I'm like, I need a headline, one last special offer, about that time, I get the edited picture back, so I throw the picture on the thing, boom, there's the picture, and about that time, the video guy sends the video back, I get a video, boom, and then, like, I put an order form, or so, one click upsell, it makes $297 for digital, or if you want the physical, it's $497. And that was it. Like we just threw the page together. And then I handed it over to one of the funnel builders who are better than me to go and connect the upsell to down. So make sure the

mobile version works. And within like an hour, we had upsell number three that was in the funnel. And they were like, Hey, turn the hats back on. Let's see what happens. It's right now ads are on and I don't know what happened. One of two things will happen. Number one, it'll increase cart value to the point where it's higher than their ad spin and now we're back in business baby starts growing and scaling and driving traffic some amazing or number two it's not gonna work and it's like hey why didn't work and you guys have been with you for a while now like why didn't work well it's either the hook the story or the offer well the street things so we'll go

back look at the upsell the matrice the caves of the hook right hook was like uses rare book I found so cool the hook? Right, the hook was like, here's this rare book I found, it's so cool. The story, the story behind the book was great. The offer is the offer, right? So it's the hook, the story, and the offer. And we'll tweak those. And if it doesn't work, then again, we'll try to, like, probably test the hook first.

We'll tweak the hook. We'll tweak the headline. Did it work? Tweak the headline. Did it work? And if that doesn't change, okay, let's tweak the story. And maybe make a new video.

Come back and make a new video. Put it back in there. Doesn't work? And then we'll tweak the offer. Doesn't work? You know, try three or four variations. If it doesn't work, it's like, hey, upsell number three is not the right episode.

Delete it. What else we got? Okay, we're running around like, what if we did this? What if we did this? And we figure something out, plug it in there, turn ads back on, and sit back and watch. Okay, it's going to happen. What's up, everybody? This is Russell Brunson.

I've got something really cool for you today from my friend, Taylor Wells. And 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, and it is amazing. But to kind of give you some context about this offer he's making for you guys, as you may or may not know, a few years ago, JPMorgan Chase did a study. And guess what they found? They found that the average small business only has about 28 days of operating expenses in reserve. That's right. Less than a

month of cash on hands. Now, if you're like me, the idea of your business being one bad month away from disaster is enough to make your stomach drop. Am I right? Especially with how the economy has been lately. It's not the time to be gambling with your finances. So Taylor put together this book called The Revolving Pricing Method, and it's awesome. It helps you turn every client you close into a long-term profit machine. We're not talking about one-time paydays. We're talking about creating sustainable and real predictable income for the long haul. Now, here's where it gets even better.

Taylor put together an awesome exclusive deal just for you guys, my Marketing Secrets listeners. And if you go over to wealthyconsultants.com slash secrets, you can grab The Revolving Price Method book and over $150 worth of bonuses. And get this all. It's at 70% off. And I promise you guys, as a customer of this, you are going to love it. So if you're serious about growing your business with real stability, this is the model you need to add into your funnels. So go over to wealthyconsultant.com slash secrets, grab your 70% off deal, and let's start turning your clients into long-term revenue. Again, that's wealthyconsultant.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 gotta 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 Gs 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 off when you put in the keyword secrets at checkout.

So go to workinggenius.com. Again, two G's, workinggenius, two G's 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 go 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 gonna give you the most joy, number one. But then number two, it's gonna 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. And I promise you, it'll change the working dynamics amongst everybody and help your company to grow. And then one of the things that happens, one of two things happens.

One, it increases our average order value. Now we're a profit on ad spend or it doesn't. If it does, sweet, have a party, spend as much money as you can. And let's go out to eat. Number two, if it doesn't, okay, this is the hook, the story, the offer. Tweak, tweak, tweak, tweak, tweak, tweak, tweak.

And either it works or it doesn't. If it doesn't work, we kill it and start over again. And that's kind of the process over and over and over and over again. And that's the game we play here. So anyway, that's what's happening. So the update on us getting to $100 million a year business, we still have a long way to go, but this is how we're doing it. This is the game. This is how it plays.

We get one good offer, we can scale this thing infinitely, right? That's what we're trying to get to. And so the MIFCI offer is getting better and better and better. If we can scale this thing correctly, if we can get the numbers to work, we probably can be adding pretty consistently, I would say 150, 200 people a day to the continuity, which is huge, right? And the next phase for us is then like, what's the next big dramatic demonstration? And so now we're working on the big dramatic demonstration

for this business and this brand, which will be happening in April. It's called the Think and Grow Rich Challenge. So that's actually a project I'll be working on the plane tomorrow as we're heading out to kind of get all the people and the places in place. And as you guys know,

then that's gonna be the next big affiliate push. Affiliates promote dramatic demonstration, it gets people to MIFKI. Then we'll promote it, ads will promote it, we'll do the whole thing. Hopefully we double or triple the size of continuity. After that happens, then we go back.

We evergreen thing, grow its challenge, and then we turn ads on that. And then the game starts again. Tweaking, tweaking, tweaking. Increasing average order value, decreasing costs to the point where we got a winner. When it wins, then we start scaling it and we just sit back and watch it

until that number gets back to normal, okay? This always happens in a campaign. Like we launch a book. What happens? We launch Traffic Secrets. Initially, we get $70 average order value. Every book, we get $ normal, okay? This is what always happens in a campaign. Like, we launch a book. What happens? We launch Traffic Secrets. Initially, we get $70 average order value. Every book, we get $70, right? We're spending $20, and that's the best.

But over time, what happens is the ad cost or score goes from $20 to sell book to $30 to $40. And then the cart value, as you go from hot traffic to warm traffic, drops from $70 to $60 to $50. And some in the middle, they meet in the middle, right? And as soon as they drop the other direction, that's when you have to make new ads to get the ads cheaper so that it gets cheaper and I got to go and make new, um,

or I got to increase the average order value of the funnel. I got to tweak the funnel or tweak the ads, but that's the, that's the game we're playing all day long. As soon as somebody's positive ROI, you just run it as long as you can. Like right now for ClickFunnels business, your first funnel challenge is our number one converting funnel. Like it's positive ROI. And so we're spending millions of dollars a month, just dumping it into that for as long as we can. And eventually that offer will stop working and then we'll go back and tweak it, change it. It's positive ROI and so we're spending millions of dollars a month just dumping it into that for as long as we can. And eventually that offer will stop working and then we'll go back

and tweak it, change it, it doesn't work and boom, create a new offer. But that's the game we play here at, yeah,

it's Funnel Hacker. So I hope you enjoy the game. I love it. I hope this episode was helpful for you guys from a lot of different past standpoints. We talked about

so many cool things. Hopefully you got something of value. If you did, please let me know. Please drop a comment wherever you listen to this podcast. That'd mean the world to me.

Share this episode with other people and that'd be awesome. So with that said, thank you guys so much. I thank you for being part of the Marketing Secrets Podcast. I love serving you guys and I hope this episode was useful. Thanks so much and we'll see you guys on the next episode.