The Russell Brunson Show - Is A Funnel Even Right For My Business?

Episode Date: January 5, 2018

Here are five things to do to make sure that a funnel will even work for what it is you're trying to sell. On this episode Russell talks about putting the right people on your team to be able to best market your product or service. Here are some awesome things you will hear in this episode: Find out why you should have your entire team take the disc profile test to find out where they best fit in. And Why it's important to have the right people in the right positions for your business. So listen here to find out why it's so important to use the disc profile system to put team members in the right position for your business to grow and be successful. Transcript - https://marketingsecrets.com/blog/is-a-funnel-even-right-for-my-business Learn more about your ad choices. Visit megaphone.fm/adchoices

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This is Russell Brunson. Welcome to the Marketing Secrets Podcast. Hey, everyone. Sorry it's been a little while since you probably heard from me in any channel. I have been suffering my first sickness in probably three or almost four years. As long back as I can remember, actually. So it's been a long time. But the Christmas Eve, I came down with a fever, and I had a fever of 103, 104 for about a week, constantly. So it was really painful.

And I'm getting better now, which is fun, only I have this like nasty cough. So I'll probably be less than normal Russell energy because the coughing just kind of kills me. So anyway, that's kind of what's happening and I'm excited to be here with you guys today. All right. So I think there's one or two podcast episodes I recorded that we'll probably post after this just because I'm just, you know how that is sometimes. A couple of editing and things like that I want to do on them.

And so I just wanted to get you guys one really quick. I actually just drove my parents to the airport and dropped them off. And had some thoughts I wanted to share with you guys about, is your business ready for a funnel? And the reason why this is kind of top of my mind right now is my dad was in town and he's got a really cool accounting business. Some of you guys use him, which I appreciate that. I get nothing for recommending him, but he's got a really cool accounting business with some of you guys. Um, I use him, which I appreciate that. Um, I get nothing for recommending him, but, uh, he's awesome.

And, uh, it's bookies.com B O O K E A S E.com. And, uh, they do business structuring, so they help you get protected. Uh, by the way, you structure your business, they do accounting, do bookkeeping. Um, if you haven't paid taxes in like five years, like most entrepreneurs seem to not do when they get started, they do all that stuff and catch you up and excuse me, really cool businesses, book ease.com. Um, and, uh, I've talked about it before on this podcast. I told everyone how it's like the cheapest thing ever. I keep trying to raise their prices. And, um, it's funny as they're, as they're trying to like turn this into an actual business business, like it's, it's a good business. They've, they've

gotten a few hundred clients. Um, a lot of, uh, a lot of click funnels members, inner circle members, stuff like that, they do stuff for and try to grow. I keep telling my dad, these are things that need to happen for you to be able to grow. I want to share them because I think it's true for a lot of businesses who make this leap. They're trying to transition from whatever they do now to using funnels. I know my dad, he didn't want to bug me, so he went and hired someone to build a funnel. They built a webinar funnel and my dad showed me and was like, yeah, our funnel. So the person built him a funnel, and they built a webinar funnel. And my dad showed him. He's like, yeah, our funnel's done.

And I look, and I'm like, okay, do you have a webinar? He's like, no. I'm like, why did he build your webinar funnel? He's like, I don't know. He told us that we needed a funnel, and so this is the funnel he built. I'm like, dude, who builds my dad a funnel and doesn't even talk strategy? So that's what today's lesson is going to be about. So kind of off the top of my head, but these are the things that are necessary if you want

your company to be successful with funnels. All right, number one, you need to have somebody on your team in charge of marketing who is a high D. Now, the reason why I say high D, this is if you take the disc profile, D-I-S-C, you take the disc profile, you have somebody who is a high D or is, if you take the disc profile, D I S C, I take the disc profile. You'd have somebody who is high D or is a driver. Um, there's so many companies I know who do not have a high D that's running stuff. And because of that, nothing ever actually gets done. So number one, you need to have high D. If you do not have a high D on your team yet, you are not going to grow. And I have bad news for you. You're not going to become a high D if you are not one already. Okay. It's not something I believe you can develop or should you try to develop it? You

should find the right person to do that. Um, now I'm a big believer that the only thing in your business that actually matters is the marketing. Therefore, I think that, um, for most of you guys, uh, you know, your CMO and your CEO should be the same person because that is business as marketing. I know that some of the product people out there will disagree with me, but I think that I'm right. And I've got a bank account to prove it. So there you go. Just kidding. I don't want to be the annoying guy.

I'm not that annoying. I just want to make a point that you need to have somebody that's driving the marketing. And hopefully it's the CEO or the owner or whatever. And that person needs to be a super high D. And so if you're not a high D and you're running where your curtains are growing, it's because you or the owner or whatever, and that person needs to be a super high D. Okay, and so if you're not a high D and you're running where your curtains are growing, it's because you don't have that person yet. And so take the DISC profile.

It's free online. In fact, I think you go to TonyRobbins.com, scroll to the very bottom, the little link says DISC profile. Take that and find out if you're a high D. And if you're not, find out who on your team is a high D. And if you don't have one on your team, if there's no high Ds on your team,

you are not going to drive this thing to where you want it to go. You'll have visions and you'll think about how nice it would be to have a bigger company, but you're not going to be able to do it. It's just not possible without a high D on your team. So get a high D and make that person in charge of the marketing of your business. That's number one. All right. Because number two is going to be become obsessed with the marketing of your business.

Okay. And we've talked about this a lot before in the past, but there needs to be somebody who's obsessed. If there's not somebody on your team who's read both my books at least twice, then there's not an obsessive marketing person on your team. And I, and I'm just saying my book because my book is a compilation of all good marketing books put together into like strategic chronological order.

Um, these are not like my thoughts. These are like my books are, here's Russell reading 800 books and then putting them in chronological order. Um, these are not like my thoughts. These are like, my books are, here's Russell reading 800 books and then putting it in chronological order after testing everything and telling you what actually works in the order it works. Right. And so if someone on your team in this day and age, who's building a funnel and charging marketing, hasn't, is not obsessed with my books, not out of ego, but just out of the fact that they're not going to be successful. Like they need to read it and understand it and read it and read it and read it.

Okay. Because if this person is saying, Hey, we should build a webinar funnel. They start building a webinar funnel. I put all the, your time and your money, your expertise, you're building a webinar funnel. And then you come back, you're like, wait, but we don't actually have a webinar yet. They should be fired. Okay. So just make sure that you are fully aware of that because they understand the strategy

and understand the selling. They understand like all those kinds of things,. All those things are very, very important. That's number two. Number three, you have to create an offer that can sustain paid traffic. We are in a world right now, and it shifts all the time. But today, the world we live in right now, the majority of your guys' traffic, and I know this because we get billions of visitors a year coming through ClickFunnels, the majority of your traffic right now is coming from Facebook. The majority.

Okay? And good old Mark Zuckerberg is going to charge you on the low end, the very, very, very low end, $1 per opt-in, per registrant, per whatever it is, per lead. And the high end, you're looking at $8 to $10 a lead, per lead. Okay? So if you're selling something that can't sustain where you got to spend, I say on I say on average, you'll get three to five bucks a lead. Okay. $3, $5 lead. So if you're selling something, let's say you're selling a $50 a week payment, you know, like, like let's just say you're a chiropractor, right?

$50 a week payment or whatever. I don't know. My brain's kind of tired. So that's probably a bad example, but whatever it is you're selling, right? Um, and you're saying, look for me, I'm going to need a hundred leads to close one person or three people or whatever. It's costing me five bucks per lead. So I got to pay, you know, whatever the cost is that being there. If, if those numbers don't work for you, you have to shift how like your pricing strategy. Like that's my biggest problem for my dad right now is that

they're, they have really inexpensive accounting services, which is great for his clients, the ones who know about him, and nobody else will ever know about him because he can't sustain growth right now, okay? So that's why you guys should go use them quick before they jack their prices up like they keep telling you to, okay? Because you need to have money to be able to spend on advertising to acquire customers to bring them in, and probably to incentivize a salesperson, that high D, because most high Ds, they're rainmakers, right? They want to get paid a lot for the work that they do.

And unless you are a high D who's going to be doing that, you need that person there to be able to afford them, right? And so you've got to be able to have those things in place. So you've got to change your offering. I keep telling my dad, people need to pay you at least $2,000 just to begin the interaction with your company. That gives you at least $1,000 you can spend to get that customer, which is going to be necessary in the business type and business model you're in, right?

So you got to be able to figure out like, does my business, like, do I have an offer I can sell right now? The first off is sexy that people actually want. And second off, I can charge enough money that it'll, it'll make me money and it'll cover all of my advertising expenses. If not, you're not going to be able to grow your business on how great your product or service is, which is unfortunate. It's just true.

Okay? So you got to make sure it's going to be able to sustain the growth of it, right? So what do we got? We got driver, number one. You got some obsessive who can drive this thing. Number two, you got to have, number two is obsessive. Obsessive in the marketing and the sales. Just get a geek out

and just go crazy to understand the strategy behind your specific business. This would be number three, you gotta make sure you have an offer that will absorb all the costs of advertising so you can actually go out there and you can advertise. And then number four,

you gotta have somebody who can sell a thing, okay? And so there's different ways that we sell stuff online, right? There's sales letters, like a long form sales letter. So if you're gonna be selling through sales letters, you need a copywriter who's good. Good copywriters aren't cheap, okay? Or if you're gonna sell things on the phone,

you need someone on the phone who can sell. Now, my guess is most of your salespeople are also going to be high Ds. Not all the time, though. Sometimes copywriters aren't and things like that. But if you're going to be doing webinars, like either you need to be doing a presentation or somebody needs to be doing a presentation, that person is typically going to be in a high D. So you're doing stage, event presentations, webinar presentations, right? You need somebody to sell the thing that you've got.

There's a lot of ways to sell. You sell through the written form, right? You need somebody to sell the thing that you got. There's a lot of ways to sell. You sell through the written form, right? Sales letters. You can do verbally, like phone sales, audio. You can do video. You can do webinars. There's different ways, but you have to figure out what's the sales mechanism that's going to sell

that offer that you created. And so that's the next piece of the pie. And the last piece of the pie is who's going to be getting the traffic, those people to show up so the person can actually sell them, right? It's the marketing. So you got the marketing drives the traffic that brings the people in. Then the salesperson can sell the person your amazing irresistible offer that will cover all the cost of your advertising plus cover the cost of all the people involved to make

this amazing thing happen. Um, and that's how this whole game is played. So I just wanted to kind of put those things out there for those who are, funnels aren't working for me. You're not kind of figuring it out. You've been trying this thing, you've been dabbling and you're struggling. Like all, there's all those little things, you know, and I know those things are all true and they're all real.

Um, and if I was building a business from scratch, if I, if you were to hire me as a consultant and this is exactly what I'd do, the first thing I would do is like, okay, who on your team is going to be the driver? Okay, take the disc profile, okay, you have no drivers on your team, you can hire drivers, go find one quick. Okay, or it's like, hey, that dude right there who's doing nothing, that's your driver.

Like, we're going to put him in the spot. Okay, and then number two is like, all right, this person needs to become obsessed with the marketing and the sales. Like, they need to be, like, awesome, the strategy of the driving of this thing, right? Because sometimes you might have to create 10, 20, 30 funnels before you get the one that pops for you so if the person who gets bored after attempting the first funnel not the right person you need a driver who's

obsessed who's gonna be just keep going and going and going until this thing works right then I'm gonna figure out okay what's the actual offer we're gonna be selling cuz it needs to be something that's big enough to sustain the growth. We can grow this as a company. How to make a really sexy, irresistible offer that's expensive enough that can cover all the costs. And then from there, okay, how are we selling this thing? We sell them through webinar, through whatever. I'd be doing webinar. I'd be hiring a webinar person.

I'd be hiring a copywriter or whatever. Figuring out who's going to be selling this thing. That's the next key. And then the last is who'suring out who's going to be selling this thing. That's the next key. And then the last is how to get the, who's the person that's going to be driving the traffic in the market. Who's going to be getting the eyeballs to show up so we can actually sell them. And those are the pieces. And if you don't have those pieces, that's probably why you're struggling right now.

It's time to start building your Avenger team. I talked about this last podcast episode. I think like find the people around you, start building a team. Look at this like a real business. There's two ways to build a business. One is to try to learn all the stuff yourself, and it'll take a long time. It'll be a lot of effort and work.

Number two is to go hire a bunch of people to do it, which that costs a lot of money. It can be done, but it's way more expensive, and typically you're not going to be able to hire the best. Number three is start networking, start building an Avengers team. Find people who all believe in the vision, the mission.

And one of my first mentors, he passed away a couple years ago. His name's Chet Holmes. I remember I was talking to him initially, he told me about his company bill. He built his entire company, it was a single person on payroll. Everyone was paid based on a percentage

of what they sold. I was like, what? He said, yeah, basically, the way it works is in our company, it's like big months, we all get big checks. Small months, we all get small checks. That's the way companies should be run.

If I was to start over everything from day one, once again, I would definitely be doing it from that vantage point. Find people, bring them in together, sell them on your idea. Don't just bring people just because they're your friends

or your family members, though. Find the right people. Take the disprofile. Surround yourself with what you aren't. If you're a high D your family members, though. Find the right people. Take the DISC profile. Surround yourself with what you aren't. If you're a high D and high I, find people that are high S and high C and vice versa. In Inner Circle, Mandy Keene is one of the Inner Circle coaches. She did a training on DISC profiles. She did a really cool thing.

She showed my DISC profile that showed all the people around me and my my core, uh, team, right? My management team, like who are my partners and where are my assistant, all those kinds of people. And it was like, it was interesting how, how like we looked at me versus all the people around me, how like they all compliment me in this really cool way that, um,

based on that, we have to suit one superhuman. Um, because unfortunately we're not all superhumans. I wish I was, I wish I was a high D I S C, but I'm not. So I got to surround myself with those other people.

So anyway, I hope that helps you guys. I'm almost back to the office. I'm going to bounce because I started having a coughing attack and I'm going to do that off camera. So thanks everybody. Hope you have an amazing day. We'll talk to you soon. Bye.