The Russell Brunson Show - S2E3 - (VRE) The Zuma Juice Funnel - Episode #1

Episode Date: September 2, 2022

Here is the story behind ZumaJuice.com updates on the funnel! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing 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 apply. AirTransat, travel moves us. Hey, this is Russell.

Welcome back to the Marketing Secrets Show. Today, we're gonna be showing you guys behind the scenes one of our virtual real estate companies called Zuma Juice, which I'm really excited. I'm gonna talk to you guys about the reason why I started this company, why I was excited by it, what we've done, how we manufactured the product,

how we created the funnel, how we, like, the people we funnel hacked and why, who was the target market, what audiences we wanted to do, how we launched it, the flops along the way, me on stage at Fun Hacking Live being too embarrassed to even talk about it

because of some of the mistakes and a whole bunch of other stuff. I hope you guys enjoy this episode. If you do like it, again, please rate and review this wherever you're at. If you're on Apple or iTunes or wherever, please rate and review. If you're watching on YouTube, leave a comment. I'd love to hear those things. Also, don't forget, you can always go to marketingsecrets.com and there's a section there where you can actually leave voice questions for me about this product, this funnel, and I will be answering those live on future episodes, which is really cool.

Also, as you listen to this episode, I want you to set your intentions. I'm showing you guys behind the scenes of a business that I'm building and launching that eventually I think I will sell and exit for eight figures, but I'm showing you guys the entire journey. And the end of this episode, spoiler alert, we're ending on this not doing well yet. And so I want you to set intentions as you're listening to this to just kind of think about like your business. Like I'm guessing that you're not trying

to launch a green drink company. My goal is not to give you the blueprint for a green drink company, but all the lessons I'm learning along the way, think about your business as you're doing it right now. Set intentions like, oh, there's one piece. Like I can apply that to my business. Like, oh, I missed that step in the process.

I should do that. Or, oh my gosh, like Russell failed and it's okay. I can fail and be okay as well. So set of intentions, like as you're listening to this, like figure out the pieces that apply to you and your specific business. Don't just listen as a nice story. It'll be a nice story,

but there are gonna be nuggets in here. They're specifically for you if you are listening to them. So listen with ears to hear. And if you do that, there'll be something in here for you. And then the sponsor for this show, because we don't have any actual sponsors yet, I want to sponsor from somebody who I love. So the sponsor from this show is actually Dan Kennedy. This is bobblehead Dan.

If you haven't met him yet, if you're listening, you can't see him, but I've got a little Dan on an ox with a bobblehead. If you are not subscribed yet to the No BS newsletter, make sure you do on the No BS newsletter. You get a print newsletter in your mailbox twice a month. One is from Dan Kennedy teaching the top marketing strategies in the world. And number two is the behind the scenes letter. We'll actually show you guys behind the scenes of this and other funnels. I show you page by page what we're doing, why we're doing it. We show you stats, conversions, and numbers. Those newsletters come to you directly to your mailbox.

They are too controversial and cool to post online. The only way to get them is by going to NoBSLetter.com. Go subscribe and you'll get personal letters, both for me and from Dan Kennedy in the mail twice a month. Uh, go to no BS letter.com to go get subscribed to the no BS and the behind the scenes newsletter. Um, with that said, you guys, I hope you enjoy this episode of the podcast. You're listening to marketing secrets with your host, Russell Brunson. Okay. I'm excited. Today we're talking about the Zuma Juice funnel. As you can see here, if you're watching the video version, we've got the samples, the

boxes, the packaging, everything here for both Zuma Juice, the green drink, and the red drink. And by the way, if you're just listening to the podcast and you want to see the video, make sure you go to marketingsecrets.com. The video version will be there as well. But I want to tell you guys about Zuma Juice. Again, this new format for the podcast, I'm going to be sharing kind of behind the scenes of some of the virtual real estate and the businesses and things we're starting and why. People always ask me, why did you buy Zuma Juice? Why did you buy a green drink

company? There's a lot of green drink companies. And so I'm going to tell you guys a lot of the reasons why what we've done so far, things that work, things that haven't worked. And yes, I do things all the time that don't actually work. So hopefully that'll give some of you guys a lot of the reasons why what we've done so far, things that work, things that haven't worked. And yes, I do things all the time that don't actually work. So hopefully that'll give some of you guys some comfort as well to know that I do things all the time that flop and we're always testing and tweaking and trying to get things working. In fact, literally on my way over here today to record this, Kevin told me they stopped all ads to Zoom and Joob's funnel, which means it's not converting, which means I'm sharing this even though it's not like crushing it and doing a million dollars or anything. But I want to share the journey with you guys because I think there's a lot of cool things you can learn along the way.

And it will help me unpack just the thoughts in my head as well. So this is partially therapeutic for me and hopefully beneficial for you guys at the same time. So Zuma Juice. So the backstory behind kind of where we found Zuma Juice, one of my friends, Luke Jaden. If you know Luke, he's an awesome marketer. He's someone – he had a course back in the day called the Postcard Profits, which I bought and read. And then I think he's relaunching that as a book here soon, I hope. But he's a great marketer who does a lot of stuff. He does a lot of direct mail, postcard businesses, but then other things.

And I remember a few years ago, he launched a new company called Zuma Juice. And so I always like watching my friends on journeys that are launching different companies. I remember him launching Zuma juice and, uh, it was awesome. In fact, this is kind of a funny story. If you've read the.com secrets book, uh, I tell the story about Drew cannoli. So, uh, I went and consulted drew, uh, when they were launching organifi and like, they didn't have a name for organifi yet. It was just like, it was called, it was this green drink and anyway. And so while I was consulting drew, we was consulting Drew, I was in the room and I started funnel hacking funnels. And one of the funnels I funnel hacked literally with Drew in the room with his team was the

Zuber Juice funnel. And I think because Luke posted something, it was like, don't say anything about, I can't remember exactly. But anyway, there was some connection there. But I remember when Luke launched and my favorite thing is the sales video that he made. It was so good. One of the best sales videos I've ever seen. And it looked like something the Harmon brothers had made. And I messaged Luke, I said, the Harmon brothers do? He's like, no, it was so good. Uh, one of the best sales videos I've ever seen. Um, and it looked like something that the Harmon brothers had made. And I messaged the Luke, I said, the Harmon

brothers do. He's like, no, I messaged him. They didn't respond back to me. So he's like, I actually wrote the script myself. And we had some guys who published it and everything, but the video was amazing. And so I remember he launched the video. It's a, and on the, on, we'll show some clips on the YouTube version of the video version of this, but, um, the first version of the video, they launched it and it started going viral. And there's a scene where like the girl's a fruit Ninja and she's chopping things in the kitchen. It's just, it's awesome. But there's this one part in it where they're talking about the, you know, us versus them, like healthy versus not healthy. And there's this unhealthy girl who's got a big old box

of cheese puffs and she's eating these cheese puffs and uh and uh it was like being healthy versus not and it was really funny it was really well written and uh but then there's a scene where the the unhealthy girl with the big thing of cheese puffs like is in the wheelchair like wheelchairs over um to the green drink to the person in green drinks they kind of fight back and forth it's really it was the funniest part of the video and the video goes viral starts hitting really really big and then unfortunately for luke i feel bad, but like the Handicap Association or something saw it and started like this huge anti-pressure thing against him and the company. I think if you Google it, you can still see it. It was like it was bad.

And Luke's like, oh, my gosh, I didn't even – that wasn't the intention. That wasn't anything. So they stopped the video, pulled it down, edited that part out, and relaunched the video. And it relaunched. And I don't think it ever did as well because they missed that one little funny part. But I saw that. I was like, oh, that sucks for him. And they ran the company for another year or two or something.

And then some of his business partners, I don't know the whole detail, but they ended up turning the company off and it shut down. And I remember for a long time, I was like, man, that's such a cool company. I wish I could have it. Like the sales video was done. I remember messaging Luke like, hey, would you ever sell it? And he was like, let me ask my partners. And they never could figure it out. And so every year or so for the next five or six years, I'd message Luke like, Hey, can I buy the company? He's like, Oh, let me ask my partners. And it never worked. And finally, uh, I think it was in the middle of

like right when COVID hit and I don't know what would change, but they're like, yep. And so, um, I bought the company. It wasn't that expensive, but it was cool. So I got the entire sales video, which I think I spent about $250,000 making the sales video, plus all the assets, plus the formulations, plus all the work you've done I got for not that expensive, which was really cool. So that was kind of the reason I was like, this would be a cool company. I know the sales video. Copy is the hardest part about any business is the copy and the video. So that video was really, really good. And so that's kind of why – initially why I bought it.

And it was going to be just a fun project. I did it with my kids and some of my friends. And that was kind of the original goal for it. Um, after we got it, I got all this stuff back and then it was like, Hey, now we've got to figure out how to manufacture. We started getting back into like being in the supplement business. It was the first time I'd been in supplement business since pre click funnels. I had a neuropathy supplement pre click funnels. And, um, and I love supplements. In fact, if you look at my favorite businesses, you'll notice through this podcast, software, info products, and supplements. Those are the three businesses I love. Um, probably the only three businesses I'll ever be in because of the

ones I am most passionate about. But, um, so I want to do this again. And so the first thing we back, um, is we had to go back and, and, uh, actually let me step back. The very first thing we did is we did a call with, uh, with Luke Jane. So again, Luke's a great marketer. He's also the brainchild behind this whole brand and the company and the copy and everything. And so we did, uh, uh, we got my team, uh, he's Wilcox, who's our lead copywriter and me, him and a couple of people. And we got a call and we just pick Luke's brain for an hour. Like, why did you create this? What was the reasoning? Like, what was your goal? Who is the target audience? Who is the actual market, right? You have green drink companies, uh, like

athletic greens, for example, which just got bought for a billion dollars. But if you drink athletic greens, it's literally like, like drinking grass clippings, but it's like the most hardcore, like, like the hardcore people, like inject in their veins because it's like, it's the best stuff. Right. And then you got other green companies that taste like candy, but they're like, they're, they're, it's not even healthy for you. And there's this whole spectrum. And it was like, who are you trying to target with this? And so we talked about the target market and who it was. It wasn't like the hardcore health junkies. It was like people who knew they need to be healthier, but they wanted something that tasted good. But it weren't like trying to drink Kool-Aid either. They're

kind of in betweeners, which honestly is like people, I think like most, you know, like the middle segment of the market, which is exciting. Organifi is the same way. Organifi is great, but it's more for the hardcore market. It doesn't taste that good. My wife still drinks it, but she'll put, you know, Organifi red, green, and gold leather, you know, stir it up and plug her nose and chug it because she wants the health benefits. But it's not like something you enjoy.

And with Zuma Juice, it was like, we want something like you would enjoy, where it's like, hey, I want fruits and vegetables at breakfast, lunch, and dinner. So I'm going to have it three times a day because it tastes good. It's really good for me. And so that was kind of the market segment he was going after. We also learned about the tone. Like if you read just from the sales video, like the fun tone, the email sequences they'd written in the past. When we bought the company, we got all the email sequences.

So we could see the playfulness of how Luke communicated with the audience. We wanted to keep that and recapture that and things like that. So after that was the first call with Luke. Then we had to go like to the manufacturers. We found a manufacturer we liked. We send them basically the recipes. Like when you create a supplement, the first step is there's a recipe. Like here's – usually you hire a chemist or someone who's a naturopath or something to create a recipe.

So Luke had gone through and had someone build the recipe. So we knew the recipe. This is what these look like. These are the things that are in it. But the original flavor was mint. I wasn't obsessed with the mint flavor. I'm more of a candy guy. So I was like, I want to do the same thing.

I want it to be exactly identical. Don't change anything. But instead of mint flavoring, I want to make it taste like candy. And like, what kind of candy? I'm like, peach rings. Because come on now, peach rings are amazing. And so that was kind of what we gave it to the manufacturer. And then Luke had also created a red drink.

So the difference between red drinks and green drinks is fruits and vegetables. Green drinks are your vegetables. red drinks, your fruits. And I love red drinks because there's so many vitamins, nutrients from reds that we need. But typically with reds, you get a lot of sugar as well, right? With, with, with fruits. And so he built a really cool recipe for Zuma juice red, but it didn't have all the sugars and stuff in it, which was really cool. And so we took that to the manufacturer. We want to make both reds and greens. Greens are going to make it taste like peach rings and reds, like some kind of fruit punch flavor. And so we sent those and that started the process. Now, manufacturing for any supplement company is the longest, hardest.

It's not like an info product where you can have an idea and you create it and launch it with supplements. It's like months of going back and forth and then making stuff and sending it to you. And you got to taste it. We did tons of taste tests. Like this flavor versus this versus this. And some of them were good. Some of them were bad. we put down like, these are the flavors we like. And then we write a huge check to the manufacturer. They start ordering the rods and raw ingredients and putting them in the batches and stirring them up and making the, what was going to become Zuma juice. Um, so that was

the next step in the process was figuring out the product. Then if you watch the sales video, um, the, the, the main person, the hero in the sales video is a girl named Ariana and she's an amazing, uh, actress and model and like someone who's really, really cool. And so I was like, man, she's in the video. Like I want to, I want to use her for ads when you use it for the sales page. I want to use her. And so Luke introduced us to her, which is really cool. And we had a chance to meet her and she is amazing. So we ended up, uh, having a time where she flew out here to Boise and then we got a whole bunch time where she flew out here to Boise, and then we got a whole bunch of pictures of her holding the box like this and pointing down,

and the pictures for all the graphics, like the upsell pages. We needed her at the red box, pointing to it, smiling, her eating actual peach rings, and her holding the packet and ripping the packet. We got a million pictures of all the things we would need for sales pages,

upsells, downsells. We need these images for funnels, for ads, for social, just for all the things. Right. So we did a whole bunch of pictures with her. And then we also thought as long as we have her to film a whole bunch of ads. So we filled a whole bunch of really funny ads. And then we wrote where, um, you know, she's eating peach rings and drinking juice and just a whole bunch of short form ads we could use as well. Um, and so we had them do that. And then her and, uh, she also owns a video production company. So then, uh, she went back home to California and we had her make a whole dozen or two other ads for us as well. So we had a whole bunch of assets. So when we did

have the funnel live, we have these ads we can use to push people into the funnel. One of the big mistakes people make is they, and I'm honestly guilty of this a lot is I'll spend so much time working on the funnel that you forget about the ads. And then it's like, Oh, what are the ads going to be? And it's almost an afterthought. Whereas, um, now I try to be more conscious, like as we are producing one of the product is we're creating ads along the way. Right. Because now we have all these cool assets while we were creating this and that now become the eventual ads. Like I wanted to go to the manufacturing and be in the place while they're like mixing the powders and you know, those things, but they have all these

compliance things. They wouldn't let me do it so um but yeah i would always like try to create add creative along the way uh so you have those assets when you're when you're ready for them so that's kind of next piece of it and then it was coming back down to like okay now we got to build out the funnel so step number one number one for building out a funnel is what it's funnel hacking um in fact i could show for the video we can pull up the trello board but um first first thing that Heath and I did is we went and we funnel hacked. So what does that mean? I want to see for everyone who's selling green drinks, like what are they doing right now? Like what's the best practice? What are people using? And so we found every green drink company we could find online and we funnel hacked them. Funnel hacking simply means we went and we bought their

product and took a screenshot of here's the sales page. Here's episode one. Here's episode two. Here's the thank you page. Here's the sales videos. I get them transcribed. Here's the ads. And we just get as many screenshots as we can of every single funnel, right? And so we probably funnel hacked, I would say, a minimum of a dozen different funnels. And so I gave us some ideas like, what are other people doing? What are the hooks? What are the angles? And this is where most people get funnel hacking wrong. They think funnel hacking means like, oh, cool. I like how Organifi did it. I'm going to copy them. It's not what funnel hacking is. I don't know how many times I get in battles with people socially about this. In fact, some other day it was like someone ripped off their thing.

Like, well, Russell told people we could rip it off. I'm like, I didn't say that. And the guy said, yeah, you said that as long as you change the words, you can steal everything else. I'm like, I never have said that ever. Like, it's unethical. It's illegal. I get ripped off more than anyone. And every time I see someone who uses my colors, like their book funnel, they use my colors.

It makes me angry. Like, that's not what I'm saying. I say funnel hacking is about understanding the, like what, what's in the market right now. Right. It's doing your homework.

So, you know, like, like I know that like, here's what athletic greens, here's the market they're targeting. Here's who, um,

Organifi. Here's who skinny greens. Here's who, um, Patriot greens. I know who like all of them are targeting for audience, right? Patriot greens are targeting like the preppers. And so their messaging is for preppers, right? Organifi

is targeting biohackers. You got Athletic Greens, you know, it's like they all have their segments. And it's like, where do we fit in this ecosystem? I don't want to be another me too. I'm not trying to make another green drink. I'm trying to figure out here's a segment of the market that doesn't have a green drink yet that we're trying to target. Like, so I want to get a glimpse of the ecosystem as a whole. That's one big reason to get a glimpse of the, of the ecosystem as a whole. That's one big reason why I'm doing funnel hack, not to copy, but to see what, like where they are and where they aren't. So I can be where they aren't. Right. So that's a big thing. I want people to understand. Hey, funnel hackers. I want to talk about building your business.

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helps lower your bills so you can grow your savings. Rocket Money showed us where all of our subscriptions were in one place. In fact, it was crazy how many recurring payments we had that we had completely forgotten about. With just a couple of clicks, Rocket Money canceled the ones we didn't need, and the best part is they even monitor unusual spending activity and they alert us if our bills increase. So I'm always in the loop. RocketMoney has over 5 million users, including my wife and I, and has saved a total of over $500 million in canceled subscriptions, saving members up to $740 per year when using all of the app's premium features. In fact, my wife and I, we literally saved over a thousand dollars a month when we started using Rocket app.

Now their dashboard is amazing and you get a clear view of all your expenses across every account you have. You can even create a personalized budget with custom categories and track your monthly spending trends to stay on top of your goals. You want to save for that dream vacation or pay off some debt? Their new goals feature automatically saves money for you so you don't even have to think about it. So cancel all your unwanted subscriptions and reach your financial goals faster with Rocket Money. Go to rocketmoney.com slash Russell today. That's rocketmoney.com slash R-U-S-S-E-L-L. That's rocketmoney.com slash Russell. Number two is like understanding structure. Structure doesn't mean I'm stealing their graphics. Structure means like, are they doing trial offers? Are they doing straight sales?

Are they doing a VSL to one bottle, three bottle, five bottles? Are they doing trial offers is are they doing you know straight sales are they doing vsl to one bottle three bottle five bottles they still wanted the continuity like i'm trying to understand like what are people doing right now in this specific market and so we funnel hacked about a dozen people to kind of get like the lay of the land then i was like well i got a bunch of green drink funnel hacks but i want to see what other supplements are doing as well because sometimes and we found this really big as i'm going to talk about uh bone broth like the bone broth market is their funnel virgins they never even heard of funnels like there's not a single person that's got an upsell which is for me i'm like oh my gosh like you know with

green drinks like i helped drew build the original organifi funnel so um that market's more advanced because organifi came out then people start modeling and copying them like so it's a much more advanced market so there's more people doing funnels so i wanted to go like what are other advanced markets that people are doing funnels in just so I can see other best practices? Because maybe there are people that are better than the Green Dream Company, which there are. There are other big companies. So I started looking like, who are the other big supplement companies that are the top right now, right? Biotrust is my friend's company. They just sold for hundreds of millions of dollars.

They are funnel masters. I went through theirs. I went through, we literally started subscribing to a lot of the health newsletters to see what supplements people are promoting to those newsletters, right? We looked at those, a bunch of other things and just started like funnel hacking other health supplements

that weren't necessarily green drinks, right? That's what funnel hacking is. It's just, I'm trying to get, I'm trying to understand what the best practices are working today, right? So we did that. And after it was done, then, you know, Heath and I, and we sat down and started mapping, okay, what's this funnel going to look like? And so that was kind of the initial plan. So, um, when we did the initial funnel, basically the structure, the very, the sales page, we have the sales video with Ariana, which is amazing. Uh, and then, uh, he wrote a long form version

of sales letter, which was so good. And like, like, I love it. It's one of my favorite sales letters ever. And then we decided if initial structure, um, someone could, when they come to the landing page, you could buy one box of Zuma juice, uh, for $77, or you could buy one box and get, um, a shaker bottle, uh, for free, uh, when you sign up for subscription. So $67 a month to do subscriptions. So if you just want the box one time, 77, when you sign up for subscription. So $67 a month to do subscriptions. So if you just want the box one time, 77, you want the box plus a shaker bottle, it's a subscription at 67. So you get $10 a month discount if you do that way. Um, or we did two boxes and two, two shaker bottles, uh, for $117 a month. If you and your

spouse wanted to drink green drink. So that's what, that was the initial version of the funnel we launched. Um, then we had an order formump, which I don't have the product here, but we had vitamin D3 drops, which is like an Ortaform Bump. Because something people a lot of times will add to their green drinks are these vitamin D3 drops. So that was an Ortaform Bump. And then Upsell No. 1, which as you see in almost every supplement funnel that was successfully modeled. In fact, this is coming clear back to my first supplement funnel 10 years ago with NeuroCell. The thing that converts the best in supplement funnel on upsell number one is more of the same thing.

So you just bought a box of Zuma juice. The upsell is like, Hey, do you want three more boxes? Do you want, you know, whatever, like that's the upsell. So the first upsell, uh, became three more boxes of Zuma juice for $114. They got it at a discount. So basically, um, whatever 114 divided by three is it, it becomes even more discounted version of Zuma Juice. And if they said no to that, then we exit popped up one box for $38. So again, they get a discount if they get it in the upsell flow.

And then upsell number two now, we shifted to the next product in our SKU, which is like, hey, you got the green drink. Now here's the red drink. And so the next upsell was three boxes of Zuma Juice Red for $114. And they said no to that. Then we exit popped a $38 version of Zuma juice red, um, for $114. And they said, no, that then we exit popped a $38 version of, uh, of the Zuma juice. And then, uh, on thank you page was just basically thank them. And I think, yeah, I think that's all basically the funnel was. So that was, that was the initial, after all the funnel hacking and research and thinking through ourselves, that was, we decided to, to kind of do. So we laid out the structure, he threw up the copy.

We had the videos, we had the pictures from Ariana. So we had – Heath is our copywriter. Then we had funnel designers who designed it and then funnel builders who hooked it all up. And we got the very first version done and live about the same time that Funnel Hacking Live last year, which is 2021. Yeah, FHL 2021. And so the product was about done. And so I said, hey, ship like 1, um, like a thousand satchels of Zuma juice green to FHL. We're gonna put them in everybody's bag. It's going to be amazing. So the shipping warehouse shipping directly from FHL to there, we've had like postcards

where our initial launch is like, give it to the funnel hackers and let them go funnel hack. I think we had an offer. Like if you go order a box, we'll give you a free copy of the entire Zuma juice funnel. We built that. It was a fun offer. We put it out there and I remember getting to FHL and I hadn't actually tried the finished product yet. I was so excited. And I got one of the bags and I took it out. First thing I did was like, we got Zuma juice. I ran upstairs, put it in a water bottle, shook it up, started drinking it. And guess what? It did not taste like peach rings. It tasted like green drink. It was almost like they created it and they forgot to put any of the flavoring in. And my heart sunk. I was like, oh my gosh. But I don't want to say anything.

I'm like, maybe I'm just, maybe I'm sick. Like maybe I got COVID. Maybe my taste is gone. Maybe I'm just, so I started making it for like Colette. I had Colette drink. She's like, oh, it's good. I'm like, you know, if you don't know my wife, Colette, she's very much like, just like, oh yeah. And I was like, no, like, please be honest. And she's like, it's not very good. I'm like, oh crap. And other people taste, everyone's like, I thought it she's like, it's not very good. I'm like, oh, crap. And other people taste it. Everyone's like, I thought it wasn't supposed to taste like peachering. I'm like, yeah, there's pictures of peachering on the packet, on the box. And it didn't taste like peachering.

And I was so embarrassed. And like our first grand entrance, 5,000 funnel hackers all have a packet of it. And I'm like, I hope they don't drink it. I don't want them to try it because that's going to be the first sample and it's not going to taste good. And I remember being like devastated. But not only that, like we had printed 5,000 of these satchels for FHL, but we printed like hundreds of thousands of these things that were now done in a warehouse. And I remember going back to the manufacturer and I was like, Hey, um, this doesn't taste right. And I, we had the same, the red drink, the red drink,

same thing. I bought, make neither of these tasted right. And so, um, what they did was just super cool. Then they went through and took all the packets, reopened them, dumped them all back in, added more flavoring in and eventually got one that tasted really good. Sent it back to us. I was like, oh my gosh, it tastes good again. Put it back, you know, it's back on. So we're back on, kept doing it to make the new version. And so finally we got a new version done. We got boxes.

We got a new warehouse. We're like, hey, finally we're going to launch this funnel. It's going to be awesome. So we launched the funnel and then this was the frustration so this is me here's russell being a little bit vulnerable with you um the long form version of the sales page is amazing um but click funnels one point of the original editor um over time over the last eight years has gotten slower you guys notice i've noticed it our competitors definitely notice these always tease us about it but um the page was so long there's so many images and so much stuff.

It loaded so slow that our conversions were horrible. People come to the page. It would take five or six seconds for it to load, and we lost people, which sucks. And so the good news here, let me redeem myself before I go on. ClickFunnels 2.0, the editor has built a new language. It's built all structured different. And ClickFunnels 2.0, a page that's the same size, loads almost instantly, which is amazing. But we couldn't, in fact, even to this day, let me recording this. We can't put it in 2.0 yet. Cause we're still waiting for the checkout

elements. Um, and so, but for 1.0, the page load is too, too slow and no one is converting. So we take this amazing, beautiful sales letter that I love me to chop out like 90% of it, um, to make it, to make it work. So we shrunkify it. We started launching it. Now we started getting sales coming through. Uh, but our cart value wasn't as high as we need it to be. If you guys know the funnel game, there's two metrics, like how much are you paying to acquire a customer cost of CPA or cost to acquire a customer and their average cart

value. So we're spending more to acquire a customer than we were inside the funnel. And I think in my head, still to this day, I still think the biggest problem is we don't have the full sales letter that we need to really get the conversions where we need to be. Uh, but then as I was meeting with the funnel team, went back and forth and then I found out something that's like devastated me on this product. So this is for anyone who is launching a business and you're frustrated because things aren't working the way it's supposed to be. Um, I was talking to the copywriter. I'm like, where's like this element, like these things were missing from

the funnel. He said, Oh, we had to pull them out. I said, why? He said, well, the actual recipe that I built the sales funnel from, if you look at the ingredients in the actual Zuma juice, they don't sink. So I had to pull out all of these ingredients that had claims for like the benefits they had. I had to pull these out because they're not actually in the product. Like, what are you talking about? He said, yeah, like the recipe that I wrote the copy on that you gave me, which was the recipe we got from Luke Jaden.

He's like, this recipe does not match what's actually in the product. I'm like, what are you talking about? I gave him the recipe that I wrote the copy on that you gave me, which was the recipe we got from Luke Jaden. He's like, this recipe does not match what's actually the product. I'm like, what are you talking about? I gave him the recipe. I said, build that. And like, anyway, and so I go to the manufacturer. I'm like, this is the recipe I gave you. This is what's in here, right? And they're like, yeah, that's what's in there.

I'm like, are you sure? Because copy told me, anyway, we'll go back and forth. And all of a sudden I get a message from the manufacturer. They're like, oh my gosh, we're so sorry. We see the mistake. You're right. The recipe you gave us is not what this Zumba juice is. And I just sat there and I was like, oh my gosh.

Like literally probably – I mean my hard costs for inventory are over six figures, $150,000 or more inventory is now sitting there and it's not the right formula. And I'm like, oh my gosh, like, what do I do? Do I just like not say anything? And just like, oh, well, we'll just tweak the copy. But I was like, man, I didn't, I didn't want to go create a product that, that just tasted good. I wanted to create a product that matched the promises we were trying to make for the audience. We're trying to make it for, um, which sucks. And so there was that first thing. And so I went back to manufacture and they're like, we'll fix it. We're so sorry. But I was like, you know what? There's just been a couple of mistakes. And so, um, we decided to transfer over to a different manufacturer and use for other products in the past. I gave them the

new recipe. And right now we're literally in the middle of doing taste testing with them going to the same process of like, okay, how to make peach drink taste good with the formula has all the stuff we need to. That's probably, I think that's part of the problem is like they couldn't get it taste right with our formulas. They pulled some of the things out to make it taste right. It's like, no, we can't, we couldn't do that. And so we're going back and forth. In fact, we have a couple of flavors or taste testing, like a sour apple, which is really good. A strawberry, a kiwi strawberry. Uh, there's like a mojito one, which is really good. And then on a fruit punch, we're testing a bunch of flavors as well. So we're doing the, we're doing the whole process over again, which is sucks and it's

slow. And so we were working on the new version, which is kind of where we're at right now. And I'll talk about it in a minute, but in the interim, we have a hundred thousand dollars worth of inventory of a product that's good and it tastes good. But as you guys know, my belief, good is the enemy to great. And if I want this to be something I'm proud of, um, it's gotta be great. And so right now we're doing testing the funnel we're testing another version of the funnel it's uh short form like free plus shipping they can't get two packs of

petering two patch of fruit you know red and green for free cover shipping handling and from there pushing up cell phone just testing some things at a small scale to see um what we can do to get the conversions right so when we do have the new product we can blow it up and so right now we've kind of slowed things down. We're not buying ads actively. Again, I told you today, they literally stopped the ads. We're working on the free plus shipping version

of the funnel, just testing a couple things just to get the funnel working. We are probably, I think, a week and a half away from being able to build out the entire sales page in ClickFunnels 2.0,

which will give us the ability to have page speed back to where it needs to be. Also, zoomadjuice.com, we're building out a full funnel hub, so it'll match kind of the strategy I'm turning with all these virtual real estate properties where the homepage is a funnel hub, and then there's pages for the actual funnels and a bunch of other things. So that's kind of where things are at right now. Trying to think what else.

Oh, one question I think that a lot of you guys are wondering, which was – what I was wondering as well. It's like now I've got $150,000 inventory sitting in my house. What do I do with that? Do we just throw it away? Like, oh, but there are – just so you guys know, there are companies that do supplement liquidation. And you don't make a lot of money, but you usually get your hard costs back. We did that with another VRE company. There's an energy shot drink we made.

It wasn't $100,000. It was like $30,000 or $40,000 worth made. We made, it wasn't a hundred, it was like 30 or $40,000 worth of shots we made and the flavoring came back horrible. And there's a liquidator we were able to give it to who they liquidate on like these sub markets and stuff. And you only get like pennies on the dollar, but at least you recoup not all, but a lot of your hard costs.

And so the plan is taking these existing ones and putting it through a liquidator where we will get some of the money back, not all of it, but. All right, funnel hackers, listen up. It's 2025. And let me ask you, are your B2B ads actually driving results or are they getting lost in the noise? You and I both know the pain of running campaigns that fall flat because they aren't seen by the right people, but here's the game changer. LinkedIn ads. LinkedIn isn't just another ad platform. It's the place where professionals

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what I wanted to share inside of these episodes. I hope by listening to the Zoom and Juice stuff, you got some ideas. You got some thoughts about the process of how we do it from like, why would I pick this business? Like, what is the most valuable asset to me? It's the copy, right? Like I bought this company because of the copy. That was the reason why.

Trying to figure out like, who's the actual avatar for this? And funnel hacking to figure out which avatars are already being served and which is the avatar that we need to actually go after. Sitting down and figuring out what is the voice and the language of the company. Figuring that out. Is this going to be a playful company? Is it a serious company? Is it a biohacking? We are drinking this stuff for energy and health?

Or is it like this is a fun thing that we should be drinking three times a day at breakfast, lunch, and dinner. Like, what is the, what is the strategy? Like, hopefully you got some, some cool ideas from this. Um, also understanding that like, look, just cause I'm Russell, just cause I'm the funnel dude who builds funnels, who's obsessed with funnel hacks, 15 funnels before we built this one. It doesn't always work the first time I get usually in fact, it doesn't, uh, hopefully helps also knowing that like I have problems with manufacturing. Hopefully when you go with the manufacturer, you make sure that, that when you get the sample that you know, this is the actual formula.

It's the credit formula. Like, okay, this tastes good. Is this based on this exact formula? Uh, hopefully there's a dozen or so things that'll give you guys ideas, whether you're building a supplement, supplement company or any company. So hopefully, um, you got that value from this podcast anyway. So this is the first version of, uh, of the first version of the new style of the podcast. If you guys have enjoyed this, please let me know.

I'm enjoying it. I'm going to keep taking you on the Zuma Juice journey. When we do our next update, I'll do a new episode that talks about where we left off and where we're going from here. I'm going to keep as things are happening. Again, I want to show you guys behind the scenes of all the different companies that we're doing this with because I think hopefully we'll get ideas and you'll see that this is real, that we're messing up along the way just like all of you guys are. And hopefully it's comforting. And if you are enjoying this, please let us know. And also, you should go test out Zuma Juice. I'll let you know when the finalized, not good version, but great version is done.

But you guys should go test it out and try it and drink it. Funnel hack it. Go through the process. Like look at what we did and why we did it. Uh, these are all things that we're testing. These aren't just, you know, again, this wasn't just like me making up a funnel. I went through the same process. I tell you guys to go through from funnel hacking, from searching, from building, from testing, from launching, from failing, from relaunching, from failing until you get it actually right. But the cool thing is like when this is done,

when it's right, then we start growing and get to a hundred customers, then a thousand, then 5,000. And you know, um, I was talking to Ryan ran about this. He talks about supplement companies. Like you get 5,000 active customers on a supplement. You can sell a company for $10 million. So from my mind, this is the goal. Like how do we get 5,000 people on Zuma juice and an exit for $10 million? Like that becomes a fun virtual real estate property. It's like building a, uh, house on park place and like adding the people and all sorts of stuff. And then you sell it for, you know, for eight figures. Like how many cool little virtual real estate, virtual, that's hard for me to say that I blur the words, but virtual real estate properties

can you create? So as you guys are listening to future episodes of the podcast, you will notice in the subject line, there'll be a bracket that says VRE. These are episodes I'm talking about a virtual real estate property. So again, this is the Zuma Juice episode number one. I will do ones on Magnetic Market of Dan Kenney. That's a virtual real estate property. So again, this is the Zuma juice episode. Number one, uh, I will do ones on magnetic market of Dan Kenny. That's a virtual real estate property for me. I'll do it with, uh, doodly. We'll do it with, um, Avon broth, like all these different ones. And so, uh, hopefully if you guys enjoy this episode, you enjoy all the other virtual real estate episodes as well. Um, and again, if you enjoy this episode, please, please, please share with other people. Uh, that is how you can get back to me the most. Uh, cause I'm

doing these for free. Cause I, I love sharing it'm doing these for free because I love sharing at number two, but number one, but number two, hopefully you get some value from it. So if you do, please share it with other people. Talk about it on Facebook, share it on forums, post on your feed, like whatever it is, let people know about it. And if you have questions about this product

or any project, go to marketingsecrets.com. Again, there's a block there where you can submit voice questions and I listen to those questions and we'll pull those ones back in. Maybe my next Zoom and Juice episode, if you guys ask questions specifically about this or maybe if you're watching the YouTube version, you post it down below. My team can pull those questions and we can answer them at the beginning of the episode, the next Zoom and Juice episode. And that way we can kind of have this as an open dialogue, which makes it more fun for me and hopefully for you as well.

So that's kind of the game plan, you guys. I hope you enjoyed this episode. We'll see you guys on the next episode of the Marketing Secret Show.