The Russell Brunson Show - Recap From The Viral Video Launch Party

Episode Date: September 22, 2017

The secret behind making the important become urgent. On this episode of Marketing Secrets, Russell gives a recap of some of the events for the Viral video launch from last week. He goes into some rough numbers and stats and explains why they did it. Here are some of the highlights of this episode: Russell gives some rough numbers of how the viral video went and some of the stats for the first 7 days since. He explains what good things have come from the video launch and why they did the things they did.- And he explains why he needed to make the important things become urgent in order for them to get done, and why he recommends others do the same thing. So listen to this episode and find out how many views the viral video got, and what good things have come from it so far. Transcript - https://marketingsecrets.com/blog/recap-from-the-viral-video-launch-party Learn more about your ad choices. Visit megaphone.fm/adchoices

Clear your schedule for you time with a handcrafted espresso beverage from Starbucks. Savor the new small and mighty Cortado. Cozy up with the familiar flavors of pistachio. Or shake up your mood with an iced brown sugar oat shaken espresso. Whatever you choose, your espresso will be handcrafted with care at Starbucks. What's up everybody? This is Russell. I'm welcoming you guys to Marketing Secrets. I'm finally giving you a chance to hear behind the scenes of what happened with the viral

video launch, the bubble soccer party, everything that's happening on today's episode of Marketing Secrets. So the big question is this, how are entrepreneurs like us who didn't cheat and take on venture capital, we're spending money from our own pockets. How do we market in a way that lets us get our products and our services and the things that we believe in out to the world and yet still remain profitable? That is the question and this podcast will give you the answer. My name is Russell Brunson and welcome to Marketing Secrets. All right, everybody.

Welcome back. Hope you guys have been doing amazing. This whole week I've been in inner circle meetings, so I've been dropping some cool stuff in the podcast. Hope you've been enjoying it. If you're listening to the audio version, I gave you guys a really cool call from Frank Kern, which was awesome. Sent you part of my presentation. I went from zero to $100 million without taking on any outside capital, which was cool, hopefully, like that. And now I'm finally having a chance to tell you guys behind the scenes.

So it's been a fun week afterwards. And whenever something like this happens, we have no idea what to expect or what, you know what I mean? It's like, what happens if we launch this video and it gets 500 million views? What if we launch it and it gets 10 views? And you have kind of no idea what's gonna happen. And so for me, it's always like I think sometimes people get so Invested in the outcome that they they miss the the fun and the joy what you're doing, right? I know that I've had times my friend do that as well And so consciously with this as well as any launch

You know, I said big goals and big dreams and stuff like that. But as I get closer and closer and closer, I start carrying – I don't know the right words. I delete the outcome goal in my head. I just like – I don't know what it's going to be. And if I set one and I don't hit it, I'm going to be sad. If I set one and I surpass it, I'll be happy. But I don't want that because I did the work no matter what and I want to be able to celebrate and enjoy it. So I try to like just get rid of the outcome in my head.

So like going into it, I didn't have an outcome really. And so again, I always look at things like what's the worst case scenario? So for us and ClickFunnels, worst case scenario, a lot of you guys know we spend a lot of money. Harmon Brothers charged about half a million dollars for a video. Plus we threw a big party. We hired influencers to come. Like all said and done i haven't looked at the numbers yet it's been a whirlwind week but i would say probably

all in this whole party promotion we were probably in close to a million dollars which is kind of crazy um i think i told you guys before it's the first time i've ever like just kind of put everything on black and or everything on red or however you say that i don't know the terminology the gambling thing but just kind of rolling it typically with any kind of marketing i'm very uh we're very direct response driven where it's like we test them all put a dollar in get two hours back out and then if that works then we scale right that's how we grow in our company that's how um everything i believe is based on that so this is the biggest thing we're like we're putting a lot in without knowing ahead of time but it's okay because again we're looking at what's the worst case

scenarios worst case scenario um average click funnels member um lifetime average right now is something like $1,200 or something like that. Maybe higher. Actually, I'm sure it is higher. We just have only been in business. In fact, tomorrow is our three-year birthday. So we have a lot of people that have been with us three years. So that number keeps growing over time. But as far as we know now, it's over $1,200 a person.

So worst case scenario, if this video brings us an extra 1,000 customers, it broke even, which is awesome. So that's really good. But the bigger win on my side, well, there's a couple big wins. One of it is we knew that when this video went done, like when it went live, we needed to simplify our process, right? The sign-up process, the onboarding, all sorts of stuff like that. And so because of that, I don't know if you guys logged into ClickFunnels recently, but there's a bunch of new stuff.

There's a ClickFunnels game. There's new onboarding. There's these things we call show me hows. They're little walkthroughs that have video and written out explanation on how to do every single thing. We set up a way to get custom domains. We click a button and you get a custom domain. We, in fact, give everybody the first custom domain for free.

Like we had to figure out all these things to simplify the onboarding process. So when this new onslaught of people came, they'd be prepared for it. And so one of the biggest things is like, that's something we know we need to do for onboarding process. So when this new onslaught of people came, they'd be prepared for it. And so one of the biggest things is like, that's something we know we need to do for probably two years. We just haven't had the time or energy to do it.

And this forced us to spend that time and energy. A lot of times we focus on stuff that's urgent, but not important. What is something that's like super important, but it was never urgent, so we never got it done. So by doing this and like calling our shot and making this big video, it forced us to focus on the important that's not urgent.

And it became urgent for us. And so we, as a team, killed ourselves. As you probably saw the week prior, we were here all night last week. Our whole tech team and dev team and design team and everyone was here just killing ourselves to get prepared for it. And there was a lot of valuations if we ever wanted to sell ClickFunnels in the future, one of the big things to look at is churn rate. And so we knew what our churn numbers were at. And for us, it was like if we could lower our churn by 2%, like that alone would be worth, oh, man, tens if not in the future hundreds of millions of dollars. But tens like within the next 12 months.

And so that was our goal was to try try to lower reduce churn by two points so we were um it was a week ago today the viral video went live and so we're about a week about a week so obviously stats aren't perfect now we don't know the numbers but based on like the first like hey it's been live a week what's what's what's it's trending towards um and i don't know if it's going to hold. So I don't want to like tie an outcome to it yet, but based on like the first seven days, um, our, our churn in the, in the window and everything has dropped, um, by more than 2%, which is amazing, especially, yeah, it was more than 2%. So I'm hoping that over the next 30 days, 60 days, 90 days that sticks. But if it does, that alone is worth more money than I could ever have dreamt of. So that's – in fact, the thing is like right now – I could talk about this for a long time to explain it all.

But basically where we're at right now, as we've grown, we just passed 50,000 members last week. In fact, a week ago yesterday, 50,000 members. But as soon as we get to about 60,000 members, the new members we bring in and people we lose each day become about the same. So it gets really hard to scale past about 60,000 members. If we drop our churn by two percentage points, our next peak is at a hundred. So almost instantly we get to about a hundred thousand members. So, so that alone is like a big, a big reason. Another big reason why we did the viral video is unification, if that's the right word, connection, tribe building, bringing people within the culture closer together and building that bond.

I mean, we had hundreds of people throwing viral video launch parties at their homes. We had Julia Stoin who threw a launch party and invited the whole internet. And she had people driving four or five hours to her house to come watch it with her. We had a whole bunch of things. And it just brought our tribe as a whole together. We streamed live presentations for me from the Harmon Brothers. And Gary Vaynerchuk last minute was like, oh, you guys can stream my stuff too. So we streamed his.

And we had like 20,000 people live between YouTube and Facebook that watched this whole event go down. Think how that does for community, tribe, culture building with our audience, which was amazing. So that was another big thing. It's like, how does this become a bigger win for us as a community? Second is how does this, how does this make ClickFunnels even more fun? Like we're, we're a software product. We're competing with all these boring software products that are faceless, nameless and boring. We're now, it's like, we are interesting to talk about this video is something that people can talk about. They can share, they can show their friends, their family and people come there. It's like, Oh, that's kind of what ClickFunnels does. It gave us the ability and the timeliness to rebuild our sales funnel, which was kind of, typically I don't like just

like, oh, here's a brand new funnel, but we kind of had to, so it gave us a chance to sit back and really kind of retweak things and build things really differently. You've probably seen some of it. And again, it's only weekend, so I don't know super good conversion numbers, but as a whole, conversion and EPCs and dollars in are up dramatically. So like, doing this thing wasn't just like, how many times has the video been shared, how much viral, is it actually working? But it's all these other pieces that are more important

to us that it forced us to do. And so I just wanna put that out there. It was funny, I was watching people's Facebook the next day. I think we had like 300,000 views the first day and people were like, oh, this didn't go viral. ClickFunnels burned their money and all these things. I'm just like, on my side laughing. So I'm like, you guys don't get it.

Like you're missing, like people see what they understand, but they're missing the rest of it. And so that's my goal with this podcast always is to like let you see the magician's hands. Like what are we doing? Why are we doing it? Like, why was that important? Why was I willing to gamble and risk that much money, um, on something that there was that big of a risk because it was, because it forced us to take the important and make it urgent. Um, which is most

businesses don't ever do that. And that's why they, they die. Kind of like your, uh, kind of like my wife's business. You've just seen the video anyway sorry um i buried next to my first wife's business and my first wife you haven't watched the video go to clickfunnels.com watch the video that the way that joke make more sense along the nude squirrels and everything else um other good things it did for us internally it's um um we've always struggled to be recruited talent people know click funnels um which is the majority of our team come in but like developers and things like that's hard where now it's like they see the video it's like oh cool that's the company that's the culture that's what i want to be part of is helping us

already recruit talent and the other side um it's bringing in customers at an incredible rate so prior to this launch um depending on the ad set and landing page stuff like that for us to give you click funnels member on the low end was probably $60 higher end, you know, 120, $130 to get a free trial. That's kind of been the window we played with and it goes up and down and bounces all around. That's kind of been the window. Right now the video is getting new customers at under $40 a piece on the paid side, but don't forget there's also the free side that's just bringing tons of free people.

So if you take the free and the paid and mix them together um our cost to acquire a customer right now from the video is probably i don't know again this is pulling out top of my head i'd say probably 15 to 20 bucks um which is insane insane most sasses in our world are like 120 to 150 bucks um so yeah so there's kind of cool things um we also we also, as of today, we actually, I check it. Um, we were almost at a million views. So a million people have seen ourselves video and now are aware of ClickFunnels, which is crazy. Um, pulling up the actual thing to see we were, we were thinking today we may pass a million views, but it's going to be, it's going to be tight one. I don't think we've done it by now, but by tonight hopefully we will have done that.

We are at 927,000 views. We're getting close to a million. This thing will continue to drive leads, drive traffic, drive sales today, tomorrow, for forever. We knew with launching this it wasn't going to be a poopery or squatty potty viral. To explain what ClickFunnels is takes more. In fact, they were kind of stressed out first, like this is the longest video we've done. Cause I think it's yeah, four minutes and it's almost five minutes long. And I was like, yeah, but it's okay because I would rather have less people, but the people who watch it understand where you are and then they come in and they

actually become customers and they stick. So, um, it was funny because people that it's just funny to me. I see all the trolls that are in a comment like, Oh, like the video is too long. You know, that's why it's not going viral. I'm like, dude, I don't need it to go viral. Like that, that was the campaign we did to unite the community, get people excited so that people care when this came out. Um, all the other things is why we did it and why it's already, I get paid for itself within the first like 30 hours.

Like it's like that part was done. Now it's like this tool and this asset that's becoming huge for us. Okay, so that's why I want people to understand like, in case they don't, because I know a lot of people don't quite get all the pieces. So hopefully this, hopefully this kind of helps. Excuse me.

Sorry, I'm watching the video again. It's so fun. All right, so what else? What else? So that's some of the core things. Again, a lot of people have been asking me about it. The last thing I'm going to talk about is it gave us the ability to throw a party. Why do you like throwing parties?

Because we're marketers, and we should make an event out of everything. We had an inner circle last week. We had James Malinchak. If you know who James are, if you Google secret millionaire, he um he was on secret millionaire this is like seven or eight years ago and remember he's no secret millionaire like most people like you're on tv it's like hey I'm on tv and that's it but James is really strategic about it and he actually threw a big party at his house he invited me and a bunch of other people out to the house and and then did a whole launch around it he had um uh what's his name from lifestyles of the rich and famous Robin Leach come to it and he had like

all he threw a big event around it, and it made it fun for people like me to come to it and talk to it and share it, and made me become friends with James and connect with him and care about him and his mission because he threw this big event around it. That's why we did this as well. It gave us the ability to throw an event that people, whether they could come to Boise or not, could watch it streaming live and see me and see Gary and see all these people.

Just so many cool, so many cool, again, tribe building, culture building things that came from it. So anyway, throw an event. I tell people if you're gonna launch a Facebook ad, throw an event around it. If it's gonna be good, invite 10 other influencers to come to your house, launch an event together,

launch the ad set together, whatever it is, and make a party out of it. And now it's like they have a vested interest in your success. They're going to watch. They're going to talk. They're going to do all those amazing things kind of come from it. So everyone in my office is out clapping. We got some weird people over there.

Anyway, sorry. I hope you don't know what's happening out there. So anyway, so I hope that helps you guys because everyone keeps asking me like, what happened? Has it been good for you? Has it been bad for you? And I just want to kind of give you a recap. It's been freaking amazing for us.

Again, it forced the important to become urgent. It's reduced our churn. It's increased our – it's dropped our cost to acquire a customer. It's increased our conversions. It's increased our average cart sales. So many good things to come from it. We built some amazing relationships. People who would never know what ClickFunnels were

sat in a room for five hours with us and played bubble soccer with us. We won the Guinness Book of World Records playing bubble soccer. We built connection, community, relationships. So many good things came from this thing. And it's been amazing. So yes, it was good financially

as well as all the other things. And it keeps continuing to grow. I don't know how many software companies have a sales video that has been seen a million times in the first seven days. That's rare. And it was a sales video that pitched the product really, really hard. So you know what I mean? Sometimes they have these ones that are fancy videos. I don't know if you remember Grasshopper.

They had a really cool viral video about being an entrepreneur. It's a big entrepreneur thing. The last screen is like Grasshopper. And that was it. And yeah, that did that but didn't sell the product. I was like, you remember Grasshopper. They had a really cool viral video about being an entrepreneur. It's a big entrepreneurial thing. The last one's like Grasshopper. And that was it. And like, yeah, that did that, but it didn't sell the product. Like I was like, what's Grasshopper? I go to grasshopper.com. Like, oh, it's like phone systems for entrepreneurs.

I didn't know that. This one is like a million people watched it, and it's pitching our product. You know what I mean? Like we have 5,397 shares, 19,000 emojis. Don't tell me comments. Anyway, 1,870 comments. Like, it's all good from a lot of different angles. So, all that helps.

Hopefully, it gives us some visibility on what we did and why we did it. You know, one of the big reasons why we do launches, as much as I hate them and the stress that goes into them, is, again, it forces the important to become urgent. So, I recommend for you guys to look at like what is the what are the important things you have that you need to do that you're like I know I need to do that and how do you make it urgent like how do you tie a launch or something or like an event or something that forces the important that you know you need to do to become urgent you know for us it's like the

urgent always launch a new funnel launch a new thing like drive more slowly those things were urgent so we're always doing them but it was like if urgent, I was launching a new funnel, launching a new thing, like driving more slowly. Those things were urgent. So we were always doing them. But it was like, if I can reduce churn by two percentage points, that's worth more than, you know, 10,000 new customers to me. So it's like, but I never did it because it wasn't urgent. It wasn't like in front of my face all the time, right? So as soon as I made the important become urgent through this process, it became urgent.

And it's been huge since then. So there you guys go. It's been seven days. Like I said, I'll probably do the recap here in 30 days or so and kind of keep giving you more stats so I get clearer numbers on things. Like I said, I've been inner circled the last four days, which today is my first day back. And half the team is gone. So I'll get deeper in the numbers and stuff and share more as we keep going on.

But I hope that helps. Appreciate you all. Thanks again for watching the video. If you haven't watched it, go watch it. Go share it. Go comment. Go like. Have some fun because that's what we do.

And tomorrow, by the time you guys listen to this, it will be ClickFunnels' third birthday. Yes, we've only been in business three years. We passed 50,000 members. We changed the world thanks to you guys. So thank you for everything. I hope this helped. Appreciate you guys and we'll talk soon. Bye, everybody.

Would you like to see behind the scenes of what we're actually doing each day to grow our company? If so, then go subscribe to our free behind-the-scenes reality TV show at www.funnelhacker.tv.