Marketing Secrets with Russell Brunson - (VRE) Supplement Funnels & Stories Using The Linchpin!

Episode Date: August 18, 2023

I just launched 3 different Supplement Funnels that follow The Linchpin strategy. But supplements have been essential to not only ClickFunnels' growth, but my own! Since I was a kid, I wanted to own a supplement brand. And now, I've done it multiple times. Hear the whole story, including the poin-points you can avoid and strategies you can use to launch and grow your business (whether or not it's in supplements). And checkout the 3 new funnels here: - Supplement Secrets Webinar: https://www.supplementsecrets.com - Revenge Body Challenge: https://www.getyourrevengebody.com - Body Evolution Challenge: https://www.bodyevolution.com Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing FunnelHackingLIVE Learn more about your ad choices. Visit megaphone.fm/adchoices

Metrolinx and Crosslinx are reminding everyone to be careful as Eglinton Crosstown LRT train testing is in progress. Please be alert, as trains can pass at any time on the tracks. Remember to follow all traffic signals, be careful along our tracks, and only make left turns where it's safe to do so. Be alert, be aware, and stay safe. You're listening to Marketing Secrets with your host, Russell Brunson.

Hey everyone, it's Russell. Welcome back to the podcast. Excited to be here with you guys today. Today I want to talk to you guys about a new company that we are launching. Some of you have heard me talk about this a little bit. And I want to talk about you is about a new company that we are launching. Uh, some of you have heard me talk about this a little bit. Um, and I want to talk about the strategy behind this cause this might help some of you guys who are struggling. So a lot of you guys know back in the day, about the time we launched ClickFunnels, a little before that we had a supplement company called NeuroCell and we got to the point where it was doing, I can't remember, close to half a million dollars a month in sales. It's having a bunch of fun with it. Um, and then ClickFunnels launched and I was like, you know, as much as I love the supplement business, I'm like, I think that ClickFunnels has got, you know, there's something here.

I should spend some time on that. So we sold that business and shut it down and kind of got rid of it. And then from that, when I launched ClickFunnels, I told the story about Nursale and how we figured out the funnel, how we modeled it. I just told the story about how we launched that supplement company and grew it. And it was cool because that story is what got people excited about ClickFunnels. They saw the vision like, oh my gosh, this is what funnel hacking is. Russell saw a supplement funnel that was working over here. He modeled over here. He launched it, had a bunch of success. And like, if I could just figure out what funnel, you know, is the funnel that sells my thing, I could do the same thing as well. So the story of Nursel was

the story that blew up ClickFunnels. And so it was such a, an integral part of this whole, the whole journey was just that as a case study. Uh, but what a lot of people don't know is like, I've wanted to launch supplement company forever. Uh, when I was a kid, I used to grow up and I was a big, uh, obviously I was a wrestler and I, I like lift and weights. I used to read muscle media magazine. Bill Phillips was like my hero. And, um, I used to read his, his, uh, supplement guides and just study it. Like, like it was the Bible. Like I loved it. I, everything he said, I, I was obsessed with him. I used to buy supplements. I'd go to GNC and spend hours just reading labels and like dreaming about what supplements I could afford

and all that kind of stuff. Right. Um, and I love supplements. And then fast forward to, um, right after my wife and I got married, I read a book by Vince James called The 12-Month Millionaire, which was insane. He talked about how he made $100 million in 23 months selling supplements through direct mail. And I'm reading that. I was like, I want to do supplements. That was a business I wanted to get in, but I never did until we did NeuroCell. And the story, the NeuroCell story is funny and long. I won't do the whole story, but basically it was out of spite.

I had somebody who hired me for some consulting work. It's the first time I had ever been a consultant to help them. And then, uh, they never paid me and that was annoying. And, um, anyway, then a little while later they launched a supplement company, um, helping people with diabetic neuropathy. And so that's why we decided to launch Nercel so that we would be competing with them. So it was totally a business out of spite, which I'm not proud of myself nowadays, but you know, it is what it is. We launched this business out of spite. Um, it grew, had a lot of fun with it and then we sold it off. But for years, last decade, I've been on ClickFunnels. I've wanted to do supplements again. Like I love supplements. I'm obsessed with them. I take them. I love them.

Um, and so that's kind of, you know, where I was always at, but I'm so busy with ClickFunnels. I didn't, I didn't want to do anything else. And then the Rona, the vid, whatever you want to call it happened. Right. And we were all locked in our homes and I was launching the traffic seekers book, which is awesome. Now that I was like, what am I going to do? And I was kind of bored. And, um, I was like, I should launch a supplement company. And so one of my friends had this really cool green drink company called Zuma juice.

Since I messaged him, uh, he had shut it down for some reason. I didn't know why I found out later why. Um, and it had nothing to do with the business. Uh, had to do with, um, you know, partnership, um, struggles, whatever. And so, um, I bought from her for really cheap. I was to do with, um, you know, partnership, um, struggles, whatever. And so, um, I bought from her for really cheap. I was like, I'm gonna relaunch this. And you know, in my head, I'm like, let's take 30 minutes to relaunch. I forget what goes into formulation. And anyway, supplements are, there's the, there's the pros and the cons, but it took forever. We finally got it launched and got the funnel live and we started driving traffic to it.

And what's crazy is that when I was doing supplements back, um, uh, with neurocell, it was expensive. It cost us 80 or $90 to get a customer, but we'd hopefully make 130, $150 in the funnel. So we were profitable, right? Uh, fast forward till, you know, a decade later when we launched Zuma juice and it's costing us, you know, $200 to get a customer, we'd make $130. It's just like, Oh, these metrics don't work anymore. Um, and so what did Russell do instead of walking away from it? Um, then, uh, then, um, about the same time, my favorite bone broth company went out of business. I was like, ah, like I miss it. And so I call it, contact those guys. And we bought the company from them or partner with them. And they gave me majority

equity in the company. And so, and then we relaunched that. And then it took two years to reformat the product and get it done and like all this stuff. And so we got that done. And so we built the funnel. It was amazing. We launched that same thing. It was way more expensive than before. It was like a hundred, you know, $200 to acquire a customer. We make $130. I'm like, this math is not working. What should I do? And I'm like, oh, maybe we'll launch another supplement company, you know, cause you know, anyway. So then one of my friends, uh, they had a supplement company that, uh, was having some issues and so help them fund it. And, fund it and um and uh so i got some equity in that one and they have they have some really good energy products they have some really good sleeping products so we you know the sleeping

product was really unique it's really good actually it's called uh blackout phoenix blackout if you guys want something that helps you sleep like it's amazing i had it last night actually so um and so we took that product build a whole sales letter letter, you know, built a whole funnel for it. We launched it. Same thing though, like 200 bucks to acquire a customer, $130 cart value. It's like, this isn't working.

So all these cool supplement companies that aren't profitable, got tons of inventory sitting around. I'm like, what do I do? And so here's the lesson. Is that if you're creative, there's always a way, right? About the same time I started working with, um,

with Doug Grant. Um, some of you guys know his son, Braven, who spoke of Funnel Hacking Live on supplement funnels. But, um, Doug is this, uh, his nickname is Doug the Formulator. He's a formulator. He's an nutritionist. He was the head nutritionist for the Phoenix Suns for like 20 years. Like, guy's a genius. Um, and so for the last two and a half years, he tests my blood every 90 days and my wife's blood as well. And we, um, we get the, you get the blood tested and then they build us custom supplements based on what we actually need. And of all the biohacks I've done, I've done a lot of biohacks. And you guys know, I mean, I spent hundreds of thousands of dollars on cryosomes, float tanks, uh, everything.

But of all the stuff I've done, um, this is things had the biggest impact on me. Like it's, it's legitimately amazing. Um, this is expensive, like 25 grand a year per person. And so like, it's not cheap for most people. And, uh, I went back to Doug, I was like, I want to make a version that we can give my entrepreneurs, they can get access to everything you're giving me, but not instead of 25 grand per person, like 10 grand per person. And maybe if we have a spouse, they could get a discount where it's like 18 for two

people or something. And so we started working like, well, that looked like, how would, how would we fulfill on it? And we spent almost a year doing that about some time that got done. So I'm like, Oh, now I have another supplement, but it's a $10,000 supplement offers. You know, it's, it's way less than I spend for it, but it's, it's still, it's expensive for most people. Um, but it's all the supplements, all the blood work, all the doctors for an entire year. Like it's, it's insane. Um, I think, I think anybody would be crazy not to do it. Um, anyway, so I'll, I'll put that out there. Um, but anyway, um,

and so we had that, that as well. I'm like, how do we launch this? Like, you know, we're struggling with some of these other things. And all of a sudden I had this idea, boom, the light bulb, right? And this comes back down to Dan Kennedy, one-on-one, whoever can spend the most money to acquire a customer wins, right? We know that Dan has been preaching that for decades. Um, Dan and I are co-writing a book right now, literally titled that. It's just like, it's the key, right? And so understanding that, I was like, well, what if we flip this funnel around? I know we're spending $200 to make $130.

What if we flip this around? Instead of buying ads to any like Zuma Juice, Au Bon Broth, or Blackout, instead of us buying ads directly to these three supplement funnels, what if we buy ads and we do the linchpin style, right? A dramatic demonstration where we talk about the most expensive thing, right? We talk about the $10,000 product. We sell that. And then that becomes our self-liquidating offer.

The $10,000 offer is the self liquidating offer. And that was this idea. And I was like, Oh my gosh, this might, this might actually work. So we did is, um, first I was like, I need to take my audience. How does, how do my people like the Russell Brunson people who'd be interested in these supplements, like what's the, what's the bridge? Cause like this other brand that the brand that we're creating is called unfair advantage, like it's how to get unfair, unfair advantage.com. Um, so we have unfair advantages, the brand, but I need a bridge between me being Russell and the entrepreneur world and the supplement company. Cause like right now people come to me for funnel advice and marketing and traffic and stuff like that.

Right. So, um, you're not here for supplement advice, but, but I think, I think especially entrepreneurs need it. Right. Um, so I needed a bridge. So luckily I own supplement seekers.com. So somebody has saw this campaign, right? So I needed a bridge. So luckily I own supplementseekers.com. So some of you saw this campaign, right? So I did a webinar called supplementseekers.com and we drove traffic from Russell's list over there. I said, hey, if you want to know what supplements Russell actually takes and why, go register.

So we promoted that. And from that, we got, I don't know, it wasn't like the biggest webinar I've ever done, but I think we had two or 3,000 people registered for it, which is great. Then on the thank you page, I had a 30 minute video teaching people how I've lost 40 pounds, uh, using the Hermosi diet. It's amazing. So I taught this little, I taught, uh, it's like a 30

minute video on thank you page. And then underneath that, I'm like, Hey, one of the secrets, uh, is my bone broth. And so I had people subscribe to a subscription of bone broth. And so we launched that and promote it. And we ended up getting, I don't even know, 100 or so, 200 people, I don't even know, on continuity, which is great for our bone broth continuity, just from people registering for the webinar. Then I did the webinar. At the end of the webinar, we sold the $10,000 package, right? And from that, we didn't sell a ton.

I think we sold, I think it'd be like $50,000 worth of back-end supplements, right? So we took $50,000, then we evergreen, um, supplementseekers.com and $50,000 we made, obviously pay the hard costs for, um, for our partners, for the people who are doing supplements, the doctors of blood work and the rest of that, the profit we dumped back into ads. Now to Russell's audience, pushing back supplement seekers and becomes this viral loop where it keeps growing, right? And this is the thing I keep telling people, the thing you sell on the end of your webinar or your thing is not your money. That's the money that's, that goes back to Zuckerberg or Google or YouTube, wherever you're buying ads from.

So the $10,000 thing became the self-liquidating offer. So all the profit from that dumped back into ads. And now as people go through that funnel, it keeps building the continuity on our bone broth. Does that make sense? You guys getting this? Okay. Now, the core company, Unfair Advantage, like I don't want to be the face of a fitness company. It's not my goal. That's not who I, that's not my, you know, um, but, but I do,

I want to fight this company. Like I want to supplement company. And so, um, we found two really, really good partners. One is Clark, um, Barstrom and Clark. This is a funny story. So I used to read muscle media back in the nineties. Um, if any of you guys read it in the nineties, there's this ad and this ad, like it was a big deal to me. Cause like, um, it was, it was this guy had four pictures look like evolution. And it was like four untouched pictures over 12 week period time where he was fatter and they lost weight, lost weight. And he ended up being ripped at the end. It was insane. And like that ad had such a big impact on me. I remember I ripped out the magazine. I still

to this day have that ad from 1998. Um, and then, um, later I tried to launch a company called body evolution. I use that ad to try to make our logos and our, like, I've tried to launch that body evolution business, like four or five times. It never, it's never taken off yet. Um, but like, anyway, so when I met Clark, we started working with him as the attractive character for the supplement brand. I was like, he brought something about this ad from back in the day. I was like, wait, the body evolution ad or the, uh, the, uh, the theory of evolution ad. He's like, yeah, that's me. I'm like, what? I had no idea it was actually him. And so like, I was freaking out. So we actually went back and we found the original photographer. We relicensed those images from him

and then we paid him to do a fifth image of Clark. Now as a 60 year old man in this thing, we're saying now five pictures and I wish I could, I wish I could show it to you, but it's insane. Um, and so with, with Clark, we decided to launch a challenge called the body evolution challenge. And by the way, I own body evolution.com. So if you go to body evolution.com, you see the body evolution challenge. It's a five day challenge of Clark, like this guy who's got abs, like they're insane. And he's 60 years old and he's better health than any of us. And like, just, and he's awesome. Like just, he played Batman in a movie. Like there's, I don't know. He's just, he's amazing. Right. And so we partnered with him. He's the attractive character and now we're

driving traffic. So he promoted, um, body evolution.com to his audience and we bought ads. And I think we have spending like three or $4,000 in ads to that thing. And we got, I don't know, two or 3000 people to register between those two things for the body evolution challenge. So last week from, it was like from nine till 11 every day, Monday through Friday, he did this five day challenge, um, teaching people about, you know, health and weight loss and all this kind of stuff. And then at the end of it, we pitched the $10,000, uh, $10,000 custom supplements. Right.

And, uh, we made some sales from that. And at the same time I was like, we need a female, um, attractive character as well for the unfair vanish brand. And so we partnered up with Natalie Jill, who is, um, again, same thing. She's an amazing, attractive character. Um, and so she's also great sales and promotion, all kinds of stuff. And so we brought her in as well. And then last week from three to five every night, she did, um, a female challenge and her challenge called the revenge body challenge. And, uh, that ran as well. And so, uh, last week we promoted both those. We spent, I think five or $6000 or $6,000 in ads, went through, and then on the thank you page, we put people into one of our subscription

supplements. And then at the end of it, obviously we sold a $10,000 thing, and we more than made our money. So we more than broke even from the ad spend on the $10,000 thing at the end, right? So we finished the whole campaign. Then you guys know what I do next, right? What do we do? We take those two funnels, bodyevolution.com, the revengebodychallenge.com, and then we evergreen them, right? So again, if it's a webinar, so some of the secrets we evergreen in webinar fuel,

and then these two challenges, we evergreen right now, actually, depending on when you see them. They may be back live. But did those inside challenge field. Both of these are Anthony Morrison software. They're great. So we build the funnels and click funnels, but we, we use the, his, his, um, his software to actually deliver the challenges and stuff. Um, and so we did that and, um, and now we're driving traffic back to it. But the key is, and this is what, this is, this is the big aha. Okay. Cause right now supplementseekers.com and then bodyevolution.com and, um, revengebodychallenge.com.

None of those are making that much money, right? We buy ads, they go through the challenge, they sell $10,000 thing. And that covers our ad costs and profit goes back into ads. We keep doing that. And this is like this, this thing, right? You look at it from the outside, like Russell, those three funnels aren't making a ton of money. Like they're making some money, but all the money you're dumping back into ads.

Like, what's the point of this? It's not making like, why are you doing this? This is the reason. Okay. Right now we're spending, you know, all the money. So 30, 40, $50,000 a month. Now we're dumping back into ads. They're joining these, the, my webinar or these two challenges. They're coming in, they're building a relationship with either me, Clark or Natalie. They have a good relationship with us, right? And then what happens is then the follow-up sequence, this is the key, follow-up funnels 101, right? After the challenge is over, after my webinar is over, then there's a sequence that pushes people to a page. It's like zoomadjuice.com, I don't know, slash Russell or something. But there's a page of me and like, hey, a lot of people ask me if I drink green drinks. Yes, I do. In fact, this is my

company. It's called Zoomadjuice. If you like it, you should buy it. And I push people down to a page me, right? If you went to Clark's at the end of it, you know, in this email sequence, next there's a, there's a email, you know, four or five emails from Clark. Be like, Hey, a lot of people ask me about what green drink I use. Let me show you. And it comes to Zuma juice.com slash whatever the, the, the custom pages for Clark. And he talks about it there on the video, pushes people trial. And there's one for Natalie, right?

So after the challenge is over, over the next 14 days, we're promoting Zuma Juice, getting people on Zuma Juice continuity, right? And how much did it cost us now to get people, to get these people to go over to Zuma Juice? $0, right? All the money was made and broke even. Everything happened on the high ticket funnel on the front end, right? So when I sent somebody to Zuma Juice, it cost me $0. Before, when I drive people directly to Zuma Juice, it cost me $200 to get a customer and I made $130 in the cart. Now I make $130 in the cart and it

cost me $0. It's all profit, right? And so we do that for two or three weeks talking about Zuma Juice. Then after that, we transition and we talk for two or three weeks about bone broth and why it's so important. Now that we talk about two or three weeks about why you need energy. And then we talk about two or three weeks about why you need energy. And then we talked about two or three weeks about why you need sleep. And so we start putting them through these other supplements, right? The supplement funnels. That's how those companies and these brands are starting to grow, right? So unfair advantage is the umbrella brand. Clark and Natalie are the attractive characters. Russell's like the side character that brings traffic into this business through my little side outlet. And they come in, right? We offer

them a $10,000 custom supplements, which is the best thing we have. The goal of that though is to break even on our ad costs. Whoever can spend the most money to acquire customer wins. You guys getting this? You get what I'm laying down? Then the follow-up sequence is 100% profit pushing to our green drink continuity, our bone broth continuity, our sleep drink continuity, et cetera, et cetera. And in the future, when we have new supplements we want to roll out, I don't got to buy any ads from Facebook or anybody else. We put up the funnel, put Clark's face on it,

Natalie's face on it, and send some emails. And boom, now we got that continuity program building and growing. Okay, so that's how we're growing these supplement companies. And it's a lot of fun.

So there you go. Hopefully that gives you ideas. Some of you guys don't have supplement companies, but can you see how this could work for you? If it's too expensive, sell your book or your challenges,

like ads are too expensive, well, flip it around. Sell your high ticket thing first. Right? Use that money to liquidate the ad costs and then sell your other thing later on down the, down the pipe. So I hope that helps. It's kind of us gluing together three linchpins and to grow this one new supplement brand. And it's pretty fun. So anyway, hope you guys enjoyed that one. If you, if you do, and you want some supplements, check out any of the sites, check out supplementseekers.com or bodyevolution.com or revengebodychallenge.com and go check them out. Uh, you'll see the linchpin in action. You'll see the sequences. You'll see

what an evergreen funnel looks like now, because obviously we did live a couple of weeks ago. Now these are all evergreens to see what evergreen funnels look like. You'll see what the campaigns look like. Like, um, again, I think all of you should be funnel hacking everything we're doing. That's the whole, whole purpose here, right? Funnel hack what we're doing so you can see how they work, how the campaigns work, all that kind of stuff. All right. With that said, you guys, I appreciate you listening and I don't know. I hope you guys are having as much fun this game as I am.

Literally, you can apply these principles to any business, anything you're doing. You know, it's funny. When I first started this business, I was in info products. People were always like, well, this works for you because you're in info products, but it won't work anywhere else. Then we launched ClickFunnels, and we followed the same playbook. You know, we followed the attractive character, webinars, things like that. People were like, that doesn't work for software. And then also we did it.

And I'm like, well, of course it works for software, Russell. Like, it didn't until I did it, and I just did it, and it worked. And now we're in supplements. People keep telling me, oh, it's not possible in supplements. In fact, it's funny because Braven, who's, again, his dad is the one who does my custom blood work and stuff. He came and he was there watching the whole thing. And, uh, one of the days he came to me, he's like, this is so funny. He's like, I always thought that all these things you teach wouldn't actually work for supplements. He's like, sure enough, here you are doing a challenge to sell

supplements and doing a webinar to sell supplements. He's like, I always thought, well, my business is different. He's like, you usually, you're literally using the exact same playbook over and over and over and over again. I'm like, yeah. And what's nice about having the same playbook we do over and over and over again is my entire team knows the playbook. I don't have to reteach them every single time. It's like, hey, we're doing a dramatic demonstration.

Thank you, page Mifki offer. We're pushing people in this continuity program. I think we're still at the end of this. Add the scene whenever we finish this. And the way we do it is we launch it to our own list live, right? Because that's going to give us the most profit. Then whenever it's sold in, that money gets taken away, and we don't put that in our pockets, right?

The only thing we put in our pockets is the revenue from the MRR, from the continuity programs. Whenever we sell at the end of it, that money is Zuckerberg's money. We take that, we dump it back into ads, into the evergreen, and now we have this loop where the money goes in the evergreen ads, it goes to the funnel, gets more people in continuity, we sell the thing at the end, we take that money, dump it back into ads, and now it's just this self-growing, self-perpetuating funnel. That's what the linchpin is. That's what, like, if I could sit down and explain it to you and show it to you,

like, it is the key, it is the secret, it is the way. So, anyway, if you're not even taking a chance at Funnel funnel hacking live, just know that this is what we're going deep into. I'm going to make you guys all linchpin geniuses by the time it's done, because it'll change how you, how you perceive everything. So with that said, thank you so much guys for listening today. If you want unfair advantage, use supplements, go to unfairadvantage.com, check it out. There's links to all the different supplement companies or supplements funnels we've got there. But also you can register for the challenges, stuff like that. And don't think unfairadvantage.com is like the greatest domain name of all time. Come on now. Come on now. Anyway, I appreciate it all. Thanks for listening and I'll see you guys all on the next episode. Bye.