The Russell Brunson Show - Project "Mother Funnel"

Episode Date: February 20, 2018

A quick glimpse behind the scene of what's happening here on our biggest, most crazy, funnel to date. On today's episode Russell talks about the new Project Mother Funnel that should be rolling out in the next 30-60 days. Here are some of the awesome things you will learn about it in this episode: What Project Mother Funnel is and what it's designed to do. How it will help decrease churn rate by weeding out the customers Russell doesn't want. And how it will help new customers stick. So listen here to find out what you can expect when Project Mother Funnel is finally live. Transcript - https://marketingsecrets.com/blog/project-mother-funnel Learn more about your ad choices. Visit megaphone.fm/adchoices

Air Transat presents two friends traveling in Europe for the first time and feeling some pretty big emotions. This coffee is so good. How do they make it so rich and tasty? Those paintings we saw today weren't prints. They were the actual paintings. I have never seen tomatoes like this. How are they so red? With flight deals starting at just $589, it's time for you to see what Europe has to offer. Don't worry, you can handle it. Visit airtransat.com for details, conditions, and supply. AirTransat. Travel moves us. Hey, everyone. This is Russell Brunson.

Welcome to the Marketing Secrets Podcast. Excited to have you guys here today. If you have not yet rated and commented and subscribed to iTunes, please do that right away. I'm about to share with you some amazing stuff. So the big question is this. How are entrepreneurs like us, who didn't cheat and take on venture capital, who are spending money from our own pockets,

how do we market in a way that lets us get our products and our services and the things that we believe in out to the world and yet still remain profitable? That is the question and this podcast will give you the answers. My name is Russell Brunson and welcome to Marketing Secrets. Alright everybody, so I want to talk to you today about an internal project we have called Project Mother Funnel. I'm really excited about it and I think I've told you guys a couple little secrets about it. But today Brandon Poland from Lady Boss Weight Loss asked me, he's like, what is Mother Funnel? Tell me about it. I want to know. And so I started

telling him and I was geeking out and I'm like, all right, I'm gonna do a podcast on this today because there's some cool strategy behind it and what we're doing. Now, I want to preface that this strategy may not be perfect for all of you guys, or at least not all of you yet, but longterm, it's something that is really, really cool. So, um, we, uh, as you know, launch click funnels and somebody has heard my story before it took us five funnels before, excuse me, six, six funnels when it finally took off. Um, and, uh, and then when it took off, it was awesome and it's grown and it's been nuts. It's been literally Christmas every day since then. Well, I'm not going to lie. There's a couple of Halloweens in there, but for the most part, Christmas every single day. But it's been awesome. And what's interesting though is when we first launched ClickFunnels,

our goal was conversion, conversion. How do we get as many people in as possible? And that was always the thing. We had the free trial and we had high converting landing pages and all that kind of stuff. And it's been really, really good. I'm not talking down against any of that. Um, but it's interesting as we've grown. I remember when we were first launching ClickFunnels, Todd told us, he's like, based on how many people were adding each day. He said, as soon as we get to the point, we're out 60,000 subscribers. He's like, we won't be able to grow anymore because, um, based on our churn numbers, like, I don't know the churn numbers, but like, let's say 10% of people churn each month at 60,000 members, that's 6,000 people a month that are churning. And so if you're adding 6,000 people a month, you're churning like whatever, anyway, whatever

the numbers were at about 60,000 members. That's when we stopped growing. We're just flat lines. And I did, that didn't make any logical sense to me until we got to 55,000 customers and then it started getting slower. And then 56 took way longer and 56 took way longer 57 took way longer and we've been sitting on 57 for the last couple weeks and like we're getting close 58 but it's just like everything's slowing down to the screeching halt and i'm like ah todd notre dame's todd was right once again how does he know everything all

the time drives me crazy don't tell him i told you that but he seems to always be right and he was right again and so um on our side i'm like okay what do we got to do? So obviously we're doing a lot of things. We're fixing, uh, cleaning up onboarding, cleaning up, um, user experience, UI, some cool UI stuff coming out. You guys, the next couple of months, which is so exciting. Um, but on my side, cause I don't have any skills to do anything other than like the sales funnel. So I'm like, okay, how do we do the sales funnel and change it out? And so it's interesting is, uh, we had this thought of like, the problem is like, we're go, we're, we're have conversions so high that everybody can come in and sign up, which is good as we're growing. But now we're spot where like, it actually hurts

us because it's so many people coming in and all that kind of stuff. So like, how do we flip this around? About the same time we did some testing. We felt we were looking at all of our different friended offers, different books and things like that. And I did a podcast on this, I believe. Um, but there's a huge, um, a huge difference in what products somebody purchased immediately before they joined ClickFunnels. Um, and, and then their, their stick rate, their churn rate, like there's a direct correlation. So if they buy this product first, they're going to, they're going to be, they're going to stay way longer versus this product. They'd be less. So I was like, Holy cow, this whole pre-framing pre-suasion thing that we keep talking about

is actually true. Like it's, it's a legitimate thing. The pre-frame, somebody enters your world and will have a hundred percent to do with how long they stick, what they do, how they buy, how they send everything. So like, dang, so we need to focus more on, on, um, on architecting the pre-frame. Right. And so that's what project mother funnel came about. And it's something that, um, this is not new. It Project Super Funnel last year, and we just didn't have the

team, the people in place to do it. And after we started building this agency, finally got to the point where we have the team now. We've got the copywriters, the designers, the programmers, the developers, all the people we need to actually make Project Mother Funnel become live. In fact, one of them, I can't remember who it was, was the one that coined it. This is like a mother funnel. I'm like, that's the new name. So's literally called project mother funnel on our trello board anyway so um this is kind of the the gist of how it works the goals are two things number one is to actually decrease conversions to weed out the people that are most likely going to turn anyway and then to after we weed out those people, then to significantly affect

the pre-frame that somebody goes through before they sign up for the trial. There's the concept, right? So how are we doing that? So when somebody comes, you'll see this live in probably next 60, 30 to 60 days, not 60, the live events in like 28 days. So yeah, it'll be, hopefully if we get done, it'll be sooner than that. Maybe it'll go off live after the event. Anyway, they come to the landing page and on the landing page there'll be a video and then it basically asks you which one of these markets. You know, we've kind of broken ClickFunnels down into 10 segments now.

And so someone will self-select like, oh, I'm in agency or oh, I'm in this, I'm in this. And they'll select the type of business that they're in. And after that, then we'll redirect them, we'll get them to opt in, and we'll take them to a sales page that's specifically written for that market okay this is the pre-frame we're trying to adjust and and uh affect the pre-frame so they'll they'll go through they'll see this pre-frame of this page that'll show them how click funds works for them number one cancellation

reason we have outside of it's too expensive is um which by the way is not a valid excuse so i don't believe it uh the number one valid excuse people have why they cancel is because they can't figure out how it actually works for their business or their industry or whatever. And so this page will identify which one of these 10 markets you're in and then it specifically sells you on that.

It's like, oh, cool, you're in retail. Let me show you how funnels work for retail. And it sells them specifically where they are. So it should be a frame that's gonna increase their stick rate because they it should be a frame that's going to increase their, their, um, their stick rate. Cause they've come through this frame that helps them understand how ClickFunnels actually works for their business. And then they sign up for the trial. So we, we lengthen the process, decreased initial conversion, pushed out a lot of, uh, those who would just churn out anyway. And those who we, who aren't going to turn out,

know who they are. And we increased the likelihood to stick because of the pre-frame we took them through. And, um, and then after they, they, they either sign up for the trial, they don't, then they get three emails afterwards. Each email has a case study of somebody in their industry, us showing how it worked for them specifically. And it pushes it back to their specific sales letter. So there's three of those in a row. And then, uh, and there are other testimonials of us, but there's a whole sequence follow-up sequence now specific to them and their market,

their situation as well. And so that is kind of what Project Mother Funnel is and it's exciting and I'm pumped for it. So anyway, you guys will see the fruits of it here in a little bit, but that's the concept behind it. And I hope that me explaining that helps some of the wheels you have to spin. Again, I don't necessarily say,

let's decrease conversions on our page and make it harder, but sometimes there's a point of like segmenting the audience, weeding out the people you don't want, and then increasing the, uh, the pre-frame to make that person stick longer. And I think it's amazing. So there you go. It could completely flop though. For all I know, we'll find out here soon. Anyway, it's awesome.

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Thanks so much for paying attention, listening in, and I'll talk to you guys again soon. Bye. Want more marketing secrets? If so, then go get your copies of my two best-selling books. Book number one is called Expert Secrets, and you can get a free copy at expertsecrets.com. And book number two is called Dot Com Secrets,

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