The Russell Brunson Show - The 3 Closes

Episode Date: June 8, 2020

How to quickly double sales by weaving the 3 invisible closes into every step of your funnel... On this episode that is from a presentation at 2019’s Funnel Hacking Live, Russell talks about the 3 Closes. Here are the 3 closes he explains in today's episode: The Emotional Close The Logical Close And the Urgency and Scarcity Close Find out what each of this closes is, and why Russell uses them in every single funnel. Transcript - https://marketingsecrets.com/blog/316-the-3-closes Learn more about your ad choices. Visit megaphone.fm/adchoices

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Travel moves us. Hey, everybody. This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. I am pumped that you are here. I cannot wait to share some cool stuff with you guys today. And it's funny. I'm actually working through a big project right now.

So I've been logging into all the archives of Fun Hacking Live from the past five or six years, how many years we've done it. And I found this little presentation that I forgot I did. This last Funnel Hacking Live is only 15 minutes long, but it's called The Three Closes, How to Quickly Double Sales by Weaving the Three Invisible Closes into Every Step of Your Funnel. I kind of just rewatched it real quick. I'm like, this is really good. People should hear this.

So I'm going to give you guys a gift today. I'm going to let you guys listen in on this presentation. But if you're going to get to listen to it, I need your help. The help that I need you when you're done listening to it, because I'm giving you this stuff for free. Everyone else had to pay to get this. So if I'm going to hook you up and give you this for free, the thing I want in return is for you guys to take a snapshot on your phone

as you're listening to this and post it on social media and tell everyone to go listen to this episode. Dude, this episode is sweet. Go listen to it. The three closes. And just get people to come listen. So that's my only request. You don't have to do it, but if you'd like to, that'd be really, really cool.

It'd mean a lot to me. So when you do that, make sure you tag me and do hashtag marketing secrets. That way it'll show up and I can see it. And I'd love to hear your comments on why you like this episode. And I appreciate you guys sharing it in advance. Okay, with that said, I'm going to cue up the theme song. When we come back, you're going to have a chance to listen to one of my presentations from Funnel Hacking Live called the three closes, how to quickly double sales by weaving the three invisible closes into every step of your funnel.

Here we go. 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. This is a framework that I've been using for myself for a long time. And I assumed that everybody knew it or did it. And one time we had a marketing meeting.

This was probably about a year ago. We flew most of our marketing team into Boise. And we were sitting there. And I remember mapping this out. I was explaining the layout of a landing page. I said, hey, just so you know, this is the three closes and how we use them on a landing page. And everyone on my team was like, what? They started freaking out. I was like, didn't everybody know this? Like, I don't think anybody knows this. You've never talked about it before.

No one's ever shared it. I was like, oh my gosh, that's amazing. So I've never really talked about this publicly anywhere before besides right now and right here. So I want to kind of go through this. So I call this the three closes, how to quickly double sales by weaving these three invisible closes into every step of your funnel. Okay. And this is what the framework looks like. And it's emotion, logic, and fear. All right. So step into kind of the pre-frame so you can understand how this framework works. So the first thing you have to understand, I learned this originally from Perry Belcher. I think Perry learned it from Dan Kennedy, but I'm not sure. But he said something really interesting. He said, he said, if you look at anything in life,

the reason why people either move towards you or they don't move at all is because of this weird thing that we have as humans called status. We like to fill status, right? And so that's kind of how this, like all selling is based on this when you start understanding it, okay? It's all based on status. And so when somebody's looking at any opportunity you offer them, right? Here's the new thing. Here's my product. Here's my service. Here's my whatever. What they're thinking about subconsciously in their mind is, if I do this thing, if I buy this product, if I move forward in this way, is this thing that I'm considering doing, is it going to increase my status or is it going to decrease my status? That's the

psychological turmoil they have in their head every single time they make an offer. It really boils down to that simple. Okay? Is this going to make me feel better about myself or is it going to make me feel worse about myself? Am I going to increase my status or decrease my status? Okay? Some of you guys are thinking, oh, that's not me. I don't make my decisions that way.

Okay? I'm not so self-centered that I'm worried about my status all the time. But it's interesting because status works both ways. Some people buy really amazing things like, let's say, a really expensive watch or a nice car because it will increase their status. Like, oh, let's say, a really expensive watch or a nice car because it'll increase their status. Like, oh, I'm going to feel really good, right? And so that's one side of it. But some people, they don't buy a car that's really expensive because they feel like that will decrease their status, right?

First time I ever shared this concept, I remember I was talking about a Ferrari. And I'm going to share a Ferrari story here in a second. So I was talking about a Ferrari, and I remember I was talking about, you know, you go to buy a Ferrari, you do it because you want to increase the status. And I remember a lady in the audience, she's like, I would never buy a Ferrari. That would not increase my status. That would actually decrease my status. I'm like, exactly. Your fear is the other side. Like, if I buy this thing, it's going to decrease my status. I was like, what do you drive? And she's like, a minivan. I'm like, why do you drive a minivan? And she says, well, it's because it makes me feel intelligent, because I know it gives good gas

mileage, and it's safe for my family, all those kind of things. I said, so you bought a minivan. I'm like, why do you drive a minivan? And she says, well, it's because it makes me feel intelligent because I know it gives good gas mileage and it's safe for my family, all those kind of things. I said, so you bought a minivan because it increased your status. She's like, oh my gosh, I never thought about it that way. I thought that everybody, you know, status was like this thing that was a negative connotation, but all of us do it, okay? And so that's what you need to kind of understand. So as we move into this framework, I want you to look at it through that frame of understanding status, okay? All right, so the first close when we're selling anything is our emotional close. Now, emotion is the most powerful tool we have for selling anything, okay? And so that's why we spent a whole session last night for like two hours talking about

the epiphany bridge and story, okay? Story is an emotional close. I'm telling you a story. I'm getting you engaged. All your feelings are happening, right? Okay? And so you're getting the emotion. Now, emotion, like I said, is the most powerful thing. And for years, this is the only way that I knew how to close stuff. I would tell stories that were emotional.

People would feel it, right? And then they would go and they would buy things, okay? And so emotion, people feel this emotion that gives them a status increase. Like, oh my gosh, it's so amazing. If I get this thing, if I buy this product or this service, right? I'm going to have better style. I'm going to have more happiness, more wealth, my physical appearance. I'm going to feel better about myself. I'm going to lose weight. I'm going to make money. I'm going to, you know, whatever the thing might be, okay? So it's an emotional decision. Right now, if you look at the metrics, about 50% of your sales will come from the emotional close. And some of you guys, that's all you do is just the emotional close. And that's okay. That's what

I did for probably the first decade before I understood the second two closes. But 50% of your sales will come from the emotional clothes. Okay. Now this is a picture of Todd. Do you guys like that red car? So this is Todd's red car. And I remember he saw it and he was like freaking out. He's like, I want to buy this car. And he went and he jumped in the car. He sat in it. He drove around and he felt amazing. And he was like, this is amazing. Can you imagine driving this car every single day? How awesome it would be, right? And he's sitting there visualizing the increase in status. Like, I'm going to feel really good.

People are going to see this car. It's going to be awesome, right? So the very first thing is he's emotionally sold. He's like, this is good. I need this thing, right? Okay. And so most sales happen emotionally initially, right? Imagine, you guys, the last car that you bought, when you got it the first time, you sat down, and you're like, oh my gosh, this is amazing,

right? It's the emotion you feel of it. And this is true to anything in life, by the way. Think about the last five things you bought. You sat there, and you're emotionally like, oh, this would be really cool to have. I want that thing, okay? But then what happens is after the motion kind of runs its way, and you're like, I need this thing. I have to buy it. Then we have people we love around us. Like, for example, Todd, this is his beautiful wife, Ashley. And he's got to drive home in this car and tell Ashley about the emotional experience he just had. She didn't have the same emotional experience that Todd had when he first stepped in this car, I'm pretty sure. And so from there, now we transition to the second close, which is the logical close. So after Todd bought the car, he signed on the line, he voxed me, and he started talking to me about the gas mileage, about how the resale value

is so great on this car, and he's going on and on and on. I started laughing like, Todd, I'm the most emotional person you have ever met. You do not have to logically convince me of anything. He's like, I know, but I'm driving home, and in a few minutes, I have to logically convince Ashley that this was a good purchase. And so the second close is logic. Okay. And logic is all about avoiding a status decrease. Okay. So all of us, we buy things emotionally and then we justify them logically. Okay. So if you don't have logic in your pitch, in your presentations, in the way you're selling, a big percent, 50% or more of your audience will not buy, even if they're emotionally moved to buy. Because like, this is amazing, but like, oh, what if the decrease in status, right? They feel the emotion of the increase

in status. They're excited by it, but then they fear the decrease of status. Like, what's my wife going to think? My family, my friends, if I drive this car to school, what are the other parents going to think? Like, all the different things that they start freaking out about, right? They have this fear of the decrease of status. And so because of that, you have to also speak to the logical mind, okay? And so the second close in any sales presentation is the logical close. Okay? So you start with emotion.

50% of buyers come from emotion. And then about 30% of the buyers will come from the logical close. So where you logically explain things. Mostly so that they have the ammunition they need to logically explain to other people so they don't feel a decrease in status. Okay?

There's no logic in buying a Ferrari. I had one for a while. It was the worst car ever. If you don't plug it in every night, it dies. Okay. You can't jump in. You have to plug it in. It takes a week to recharge. It's the worst car ever. It broke down every time I drove it. Like it was insane. Like there's no logical reason to have a Ferrari. It's, it's horrible. In fact, I was talking to Todd the other day. He's like, yeah, I left it unplugged. It was sat in the driveway for a week because we didn't, we couldn't get it back. I'm like, it's the worst car ever.

Right. Emotionally though, man, it looks good. Like I've never been a hot girl ever, but when I drove my Ferrari the two times it worked before it broke down every time, I would drive to the gas station and all of a sudden men from everywhere would start popping up from the gas station and come around me. I was just like, and they're like,

how many horses are in there? I'm like, I don't know. I'm not a car guy. And they're like, can I get a picture with it? I'm like, I guess, like, I feel so violated. This is the weirdest thing in the world. The other weird thing is you drive down the street and you see the other cars coming. And it was funny because the women driver never noticed any of it, but the men would be like, every single man. And I say, people like flip around and speed past me with their cameras, getting selfies, like, oh, look at the, I'm like, this is the weirdest thing ever. Emotionally, it was amazing. I felt like a rock star,

okay? But logically, it's the worst car I've ever driven ever. Like, it's horrible, okay? All right, we understand. Emotional is about increasing status. Logic is about, is protecting yourself from the decrease in status, okay? And 30% of your sales come from logic. And then the third close is what we call fear or FOMO, fear of missing out. This is the urgency and scarcity, okay? There's some people, no matter how much status increase they think they're going to get or how much logically they convince themselves and others around them that they can buy something, they won't buy, they won't take action unless you're going to take it away.

The fear of missing out is the thing that gets the last 20% of people to buy, okay? And so this pattern is happening everywhere. You guys will see it at this event alone. I'm going to be using this process a bunch of times on you. Hopefully you guys will respect that and appreciate it and see it. Okay? But I want you guys to start seeing where these things are weaved in to a lot of things. Here's some examples.

Okay, so emotion, logic, fear. So just feeling this event alone. How many of you guys were at last year's Funnel Hacking Live? And at the very end, I was like, hey, you should buy tickets next year. You're like, what? You ran the back and you bought tickets. Where are my emotional buyers?

I love you guys. Thank you for doing that. Yeah. So these are the emotional buyers. They had an amazing emotional experience last Funnel Hacking Live. They're like, this is insane. Next year, I'm going to be on stage. I'm going to get my award.

This is the most amazing thing on earth. I'm going to commit to myself right now. I'm going to do it. Those are my emotional buyers. You guys all signed up before the event even left. So grateful for you guys. I hope by next year, you are all emotional buyers. That would make my job of selling tickets so much easier.

Okay? That's step number one. Okay? So we get the emotional buyers. And then it's like, everyone's like, well, I don't know if next year if I'm going to win an award yet. I don't know if this. Well, what if the speakers aren't good? What if this?

And like all the logic, right? Like, oh, what if I go and like I don't learn anything new because I already know everything Russell's ever said. I've read all his books. I don't know if this, what if the speakers aren't good? What if this, what, and like all the logic, right? Like, oh, what if I go and like, I don't learn anything new because I already know everything Russell's ever said. I've read all his books. I know everything. Like what, and all of a sudden the logic starts coming in, right? And so the, and so like the next set of closes for us, we start introducing speakers. And each speaker, I'm like, here's the speaker. This is why you need to hear from them. Logically, this is the part you're stuck on. This person's gonna give you that piece. Here's the next speaker. Here's the next speaker. Here's the next speaker, right? I spend the next two months of my life doing interviews with all the speakers, and everyone's

like, logically, okay, all right. So if Jermaine's going to come, then I'm going to come because, you know, logically it makes sense. I need that piece. Oh, and logically, I need design hacking. If Catherine's going to be there, I'm going to come, right? And logically, for two months, I started closing the next set of sales through logic, right? So the next 30% of our sales came through the campaign like this, right? And then guess how the last 20% of the tickets were sold? Literally the last day when I'm like, hey, tickets sell out tomorrow, and then they're gone forever. And all the rest of you guys are like, oh, oh my gosh,

Russell's been talking about this every day for 12 months of his life. I think I'm going to finally get it, right? Then they closed down ticket sales. The next day people are like, I didn't know it was closing down. Like, I need tickets. I'm like, are you serious? Every day for a year, I've been telling you about this. It's painful, okay?

But this is the process, okay? So I'm showing this because this is a typical campaign. We lead with emotions. We lead with webinars or product launch videos, things like that. Videos, like we're getting emotional close, right? Then we transition to the logical closes. Then we end with urgency and scarcity, right? Emotion, logic, fear, okay? right then we transition to the logical closes then we end with urgency and scarcity right emotion logic fear okay if you look at the perfect webinar

script it is strategically designed to do this exact same thing the very first section of the perfect webinar is all about emotion we're breaking false beliefs am i right then we transition to the stack and the clothes was a very logical argument right about why you need this thing in this thing in this thing in the value I'm logically convincing you why it's actually worth the thing you did. Okay, so if I go back, except here, you're feeling the emotion of like, yes, this is going to increase my status if I get the thing. And I transition to closure, like, oh, but what's my wife going to say if I have to talk to her about this? Is it a really good offer? Is it a really good deal? Like, what are my friends

going to think? What if I buy it and it doesn't work? And all of a sudden, the logical mind starts freaking out. So I come and I do the stack. And through the stack, I walk you through that. I'm like, this is the offer. This is the value. And you're like, oh my gosh, this is a really good deal. Okay. And you grab your wife or your spouse, your husband, be like, look, this is a really good deal. Check out the offer. And they're like, are you sure this is a good deal? And you're convinced them logically, right? And at the end, call the action. We have urgency and scarcity. This is why you got to buy now. Okay. So that happens inside of the actual webinar script. Okay. Same thing happens in the webinar funnel. Okay. If at a macro level, you step happens in the webinar funnel. At a macro level, you step out in

the webinar funnel. The first part of the webinar campaign is all about emotion. They register, they get the indoctrination videos, they watch the webinar. It's a very emotional sale. From there, we transition to the replays, which are very heavily pushing the offer. We talk about, go watch the replay, and here's the offer, here's the offer. And then the end of the campaign, we do our urgency and our scarcity, and our last 20% of sales come the last day when everybody's like, oh, this offer's disappearing now, I must finally go. Okay?

Emotion, logic, and fear. Okay? We also see in our landing pages. If I know that the best opportunity I have to sell is emotion, the top one-third of my page is all speaking towards emotion. If you look at any of my landing pages, you'll notice that the emotional pitch is everything above the fold. Above the fold means without having to scroll. Everything you see on the page is all speaking towards emotion. If you look at any of my landing pages, you'll notice that the emotional pitch is everything above the fold. Above the fold means without having to scroll. Everything you see on the page is all emotion, right? And it's crazy if you guys use

analytics, like the tracking software, see how people scroll down. It's like most people never scroll past the initial thing, right? What happens is the emotional buyer's like, this is amazing, boom, they buy. And then the logical buyer's like, this is amazing, but like, and then they start scrolling for more information. So they scroll down, It's like, oh, here's all the emotional arguments about why you should buy this thing. We speak to emotion, or excuse me, speak to logic here. So my logical people who are typically more readers will start reading through the longer form of the thing, right? They get the justification they need. And the bottom is like my urgency and scarcity. This is why you got to act now. So if you start noticing this in all my landing pages,

you'll notice top one-thirds motion, next big sections logic, last 20% is urgency and scarcity and fear. Okay? Same thing happens in my email campaigns. Somebody comes into my list, they join my list, my first few emails are all going to be speaking towards the emotion. Okay? You notice I'm telling stories, making you excited. And then I'll transition to like, okay, let me talk logically why this is the thing you need. And then we end with urgency and scarcity and we close down the campaign. Okay, this happens inside my email campaigns.

If you look at my value ladder, how we send people up through it, at each step in the value ladder, boom, this follow-up sequence that takes somebody through that step of the value ladder and then moves to the next, goes through motion, logic, and fear.

Then you move to the next one and then boom, that next one goes through motion, logic, and fear. So that pattern is weaved throughout every single campaign. It's removing people through our value ladder and sending them up. Okay? And it's also happening not just there, but in all of our campaigns.

So this is kind of my map of my campaigns. So again, motion, logic, fear is up at the top here. Left-hand side is like, here's where somebody comes to this page. They click on the ad. Now we have our retargeting campaigns. Okay? Even our retargeting campaigns follow this process, right? The first set of ads they see after they hit a landing page to click on an ad are all very

emotional based ads, right? Okay. And if they haven't bought off the emotional, then we transition to logical based ads. If they haven't bought off the logical based ads, then we transition to the urgency and scarcity ads. Okay. So it happens there in retargeting campaigns, happens in our email campaigns, happens in every single aspect. The pattern happens over and over and over and over again. So that, you guys, is the urgency and scarcity, excuse me, the three closes framework. Do you guys like that? Hey, everybody, this is Russell again.

And really quick, I wanted to invite you to join arguably the best thing that we've ever put out inside the ClickFunnels community. And it is a challenge we call the One Funnel Away Challenge. You know, everyone in their business, in their life, they're one funnel away from something. Some of you guys are one funnel away from quitting your job. Some of you guys are one funnel away from getting more impact. Some of you guys are a funnel away from growing your company to the next level.

And so we created this challenge to help you to create and launch your first or your next funnel. No matter where you are in your business, this challenge is going to help you to create and launch your first or your next funnel. No matter where you are in your business, this challenge is going to help you to help you understand the strategy, help you understand the tactics, help you understand all the things you need to be successful with your funnel. So I recommend you do right now is stop everything, pause this audio, go online and go to onefunnelaway.com. That's onefunnelaway.com and join the next challenge. There's a challenge starting in the next few days. So go get started right now. Onefunnelaway.com.