The Russell Brunson Show - The Secrets Behind The 30Days.com Funnel...

Episode Date: September 11, 2018

One of our highest performing funnels to date, find out what we did and why. Today's episode Russell talks about how the new 30 Days funnel was born and the process he and his team went through to get it up and running in such a short amount of time. Here are some of the amazing things you will get to hear in this episode: The history of why Russell reading a 30 day challenge 15 years ago and why he thought of it again. How this concept got going and what steps and people were behind the process. And how you can get involved in Russell's 30 Day challenge. So listen here to find out why this 30 day challenge has already been one of Clickfunnels most profitable funnels. Transcript - https://marketingsecrets.com/blog/the-secrets-behind-the-30days-com-funnel Learn more about your ad choices. Visit megaphone.fm/adchoices

With TD Direct Investing, new and existing clients could get 1% cash back. Great! That's 1% closer to being part of the 1%. Maybe, but definitely 100% closer to getting 1% cash back with TD Direct Investing. Conditions apply. Offer ends January 31, 2025. Visit td.com slash dioffer to learn more. What's up, everybody? This is Russell Brunson. Welcome to the Marketing Seekers podcast. It's a late night. You can probably hear my crickets, and I got something really cool to share with you.

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. Hey everyone, it's a Sunday night, I'm taking the garbage out to the curb.

We actually already took the garbage out earlier, I'm just taking out an extra bag, that's why you're not hearing me will the huge garbage cans for like half a mile to get there. But I'm walking out, and I was just like, I haven't done a podcast in a while, I got a lot of cool stuff I want to share. so many fun things happening. So many amazing things happening. Um, and, uh, yeah, I thought I'd just jump in here real quick for my battery dies and share, um, some of the cool things. So, uh, some of you probably saw, we launched a new project this month or this week. Um, I think right now we're on a schedule. I think we're enrolling a new off front end offer every about 30 days or excuse me, every 90 days. So once a quarter, a really cool front end offer. Um, just because it's fun and it's exciting and keeps like, I don't know, it keeps our team sharp. It keeps, keeps, keeps us all excited.

Keeps us actually doing this game. I see so many companies who we compete with who like, I shouldn't name my names, but anyway, landing page companies or really confusing software, people who, who they go out there and they used to do the thing, then they create a tool to make that thing easier. And then they never actually use their own tool because they just sell the tool. I think that's what's unique about what we do. Click funnels is like, we actually drink our own Kool-Aid. Like I'm still making offers. I'm still writing books. I'm still doing funnels. I'm still doing high ticket funnels. I'm just like, like we're still doing it. So we're innovating. We're creating, we're always like pushing the envelope where, where the company's doing that right like i don't i don't

know any that are that are doing that so uh about once a quarter rolling out a new front end um which is different hooks different angles different concepts different ideas uh then we're doing a bunch of other fun things too in fact we're trying this year to get done if you remember earlier this year we did project mother funnel now we're working on project um value ladder which is the second phase of it and then after that then all next year is about as once a quarter, we'll not a really cool new, um, front end to bring a new segment of the market in. But I digress. Um, what I want to talk to you guys about today was when we rolled out.

So if you haven't seen it yet, go to 30 days.com and, uh, and funnel hack it, like sign up slowly for the process. A lot of time and effort and energy and money went into, um, developing this the way we did. So it's kind of a blend of a couple of different ideas and a couple of different things. So I'm going to share with you guys kind of behind the scenes. Um, this is the stuff I get geeked out on with my team, but nobody else gets to hear about it.

So, um, all right. So a couple, a couple of pieces. Number one is back like 14, 15 years ago, there was this kid that came out with a, an eBay. He was 18 years old at the time. It was called like 30 days to internet marketing success. And in this book, he'd interviewed a whole bunch of internet marketing gurus and had them write out a day by day, 30 day plan. Like they were to start over from scratch, what they do day one, day two, day three. And you know, day one, you know know for all 30 days

anyway um i bought that book back when i was completely broke and um it was the first year my wife and i were married because our one-year anniversary my parents were going to hawaii and they allowed us to bum along with them so um i was going on a plane with my my wife and i actually went and printed out um these two books and I didn't kind of afford all the paper we needed. So I printed eight pages to a page. So it's like, and I got them spiral bound and I still have them. I actually showed them on a Facebook live the other day, but I remember reading through the 60 different gurus blueprints of their 30 day plan. And that was like where it all clicked for me. It was on that trip. I read all, I read all 60 of them. In fact, it was fun. I was looking at

the original copies I was reading, um, where they had eight pages on a page. So they're like the little mini type. I can barely even see the text. I was reading them all. I'm circling things and highlighting them. But what was interesting is every single person had a different plan, but they all had a similar model, right? So everyone had to create a product and they had a way to sell the product and they had

a way to get traffic. But the way they did all those elements were different like different people created products different ways and people sold things different ways and so i kept seeing the pattern over and over and over and over again i was like oh my gosh like i know the pattern all i gotta do is just create a product figure out a way to sell it and then drive traffic you like that's that was it and then um shortly after that trip i came home and i created my very very very first product pre potato gun pre everything which was a software product called zip brander which is hilarious anyway uh long story short that was it was like the the tool that like really changed my life um that and then about same time i got mark joiner's course his farewell package and between

those two things like it just the whole model made sense and then you know ever since then i've been running and it's been a lot of fun and so um anyway this is rewind back probably man seven eight months ago i was actually coaching i was in my inner circle a decade and day call and for some reason during that call i was telling like that idea popped back in my head and i think i shared it with the person i was coaching i can't remember who was at the time i was sharing with who I was coaching and I was like, you should do something like this in your, in your industry. And I was like, tell them how much it helped me. And then I was like, wait a minute, I should do that in my industry.

Like nobody's done that, that concept in 15 plus years. Like let's bring that hook back off the shelf and let's repackage it and make it a thing. And then like in the middle of that call, I went and saw, see 30days.com was available and somebody owned it, but it was for sale. So I like, in the middle of my coaching call, I went and saw 30days.com was available and somebody owned it, but it was for sale. So I like in the middle of my coaching call, I send the link to Dave. I'm like, Dave, buy this. Every time I got off my call, he bought it. He's like, I bought it.

What is it? I'm like, oh my gosh. So I was telling them, I'm like, I'm going to bring that back off the shelf to the 30 day plan. Right. So there's step number one. So I knew that somehow I was going to bring that hook back into the world. I didn't know how or what, but that was the first concept.

Fast forward. was gonna bring that hook back into the world i don't know how or what but that was the first concept uh fast forward then a little while later i can't remember exactly the context um but uh julie stoyan and i were talking about uh summits and doing a telesummit for click funnels and bringing on two comic club winners and be a really cool thing and um but i was like i don't have the energy to do somebody in the past i used to do summits that's how i grew my company in the very beginning was through summits i believe in them but there's a lot of work and she was like well i have this friend named bailey who is amazing at summit she teaches it she does it she's like i've been on a lot of summits and bailey is by far the most organized like the best person i've ever worked with and so we had a chance to meet bailey and i was like

bailey we want to do something do you want to run a force? And she said, yes. And so that was the second step in the piece. Right. And so then somewhere along the line, it was like, Hey, we should do summit, but based on the 30 day concept where, um, we do this thing where on the summit, you're interviewing people and what would you do day one? What would you do day two? I was like, we should still do a book, like have them write out the plans. Let's give everyone a PDF that shows that person's 30 day plan.

And then somewhere they can hear the person talking about it and so that's kind of the next phase and so Bailey went to work and spent I don't know three or four months of her life interviewing all these people and getting the books put together all like she just killed it and she's such a good job um so that was kind of the next piece of it and then uh Natasha Hazlett if you guys don't know Natasha oh and let me step back so Bailey's actually uh all these people that are teaching me their superpowers i'm bringing them on funnel hacking live so bailey's going to be at funnel hacking live this year showing her summit model how she does for summit so um if you want to learn how to kind of replicate what she's doing what she did for us what she's

done for herself and other clients um come to funnelhackinglive.com come to funnelhackinglive and you'll see her present on that so then then a little while later, Natasha Hazlett, if you guys don't know Natasha yet, she's super cool. Um, and she's also speaking at Fun Hockey Live, BTW, by the way, um, about the topic that I'm going to talk about next. So Natasha's, uh, she's awesome and I can't wait for her to kind of share her whole story, but she's had some big successes, some ups and some downs and, and, um, and, uh, and actually at Fun'm not gonna lie the the second one were marcus limonis so that marcus actually had a huge impact on her and uh was a big transition point for her and her health and her life and um it was kind of this catapult that changed a whole bunch of things and like a year ago she got inspired to write a book she wrote a book and she like i'm gonna do

russell's free plus shipping funnel she tried it and like had okay results but nothing like earth shattering and and i'm sure she was frustrated and trying to figure out what to do. And her and her husband decided, you know what we're going to do? We're going to, instead of giving away this book for free, we're going to sell it for $47 and we'll bundle it with a challenge. We'll be like the, um, the unstoppable influence, uh, 30 day challenge. And so she jacked up the price to like 47 bucks and it was the book and the challenge and she launched it and it like was super profitable up front and so she was challenged it was a 30-day challenge where people going day one day two day three all the way through 30 days with them and got huge

results for people because they were forced to consume the stuff because it was live live which is awesome and then um and at the end of it, she did her webinar. She traditionally does. And she's, she's pretty good actually on webinars. Um, uh, I mean her stats, like, I don't know, on average she would close like 10%, but she did this webinar to all the people who had signed up for the challenge at the very end of the 30 days ended up converting like 20%. And like one of her biggest paydays of her life, like boom, at the end of the thing, I noticed her messaging me and she's freaking out.

Like we figured it out. Like we cracked the code and we're off the race she's like my two combo clubs come in like and it was so cool it was so much fun to see her and after i saw her model i was like oh my gosh like there's something super powerful about challenges like and then fast forward like two months later garrett white launched his challenge if he hasn't seen the king's kit challenge if not go to the Kings kit.com and Garrett's was different, but similar. And it was like, excuse me,

it was this front end challenge. It was a hundred bucks to get in it. And then, um, he took on a 30 day process and the end of it, he ascends them up to the next level and pushes them through his, his value ladder. And,

um, I've been geeking out. I've signed like 10 times for his, I keep watching it. And like month one, he had like a thousand people went to like 2000 and 3000 and 4000. And he's growing these challenges he's running. And I watched kind of how he's facilitated his. And, and so as we're putting together this 30 days thing, I was like, you know what, we need to do two things like, or actually three things technically. I'm like,

number one, we're doing the 30 days concept. Cause I love it. Number two, we're doing the summit. Cause it's, it's, it's amazing. Number. Number three, we're going to wrap in a contest into this thing. And I was like, what's our contest? You know, what's our goal? And I said, well, we keep telling everybody they're one funnel away. Like, what if we did a one funnel away challenge and we focus on getting their funnel launched up and running in 30 days? And that's when the angels were singing. Oh, we're like, this is the thing.

This is going to be amazing. So that was like two weeks ago. And so I'm like, that means I got to record all the content for a 30 day challenge. Like, and it had to be this week, basically, or last week, basically, because the next six weeks of my life, I'm full meeting zone, as you'll probably hear me talk about in the podcast. So I was like, okay, so I spent all last week recording it. And then I, uh, pitched Steven Larson.

I said, Steven, I need you to be the guy daily who's yelling at these people and kicking their butts to make sure they actually succeed. And he's like, okay. So I spent all last week recording it. And then I, uh, pitched Steven Larson. I said, Steven, I need you to be the guy daily. Who's yelling at these people and kicking their butts to make sure they actually succeed. And he's like, I'm in. And then we're like, oh, and we just mapped out the whole thing there. Um, you know, Julie's killing the show, getting all the other backend videos and, oh, so many people, so many things, everyone running. Um, oh, I, I was telling you everybody on my team that i mean everyone's killing themselves honestly it's trying really good because we kind of shifted the way the offer

is going to be all last minute and and um it launched um like less than three days ago and so basically the way it works when you go to 30days.com you'll see if there's a page there where people can register for free for the summit some will be starting in like seven days from now or something from the time I'm recording this. And it'll be live three days. And each day you'll get 10 people's interviews and their 30-day plans unlocked. You can see them, you can download them, you can whatever. It's all free.

And then after you sign up, there's an upsell saying, cool, you join the challenge. The summit's coming up really soon. Or you join the summit, the summit's coming soon. And so you're gonna be learning everyone else's 30-day plans but what about your 30-day plan what's it i keep telling people you're one funnel away um but like you're gonna go through all this stuff and then what's what's your funnel what's your plan going to be like we need to execute on your plan and how would you be personally coached by me and julie and steven to get your thing up

and live and something like that i can't remember the pitch but something like that and we bribe him saying look if you if you snap this challenge it's 100 bucks i'm gonna send you a free copy of and to get your thing up and live and something like that. I can't remember the pitch, but something like that. And we bribe him and say, look, if you, if you sign up for this challenge, it's a hundred bucks. I'm gonna send you a free copy of the 30 days, everybody's step-by-step plan in a hardbound book, which ended up being 550 pages.

This is the biggest book ever. And so basically we're selling the, I mean, the book is free when the sample hundred, a hundred dollar challenge. Then we have order form bump on there from the Funnel Audible presentation, Funnel Hacking Live, and we upsell as well. I mean, the book is free when the sample hundred, a hundred dollar challenge, um, the order form bump on there from the funnel audible presentation from locking live and the upsell as well. And we launched that funnel three days ago. And the first three days we sold like, I can't remember exact numbers. It was like 2,500 plus people signed up for the

challenge, which is insane. Um, insane. insane and then the upsell take rate and the order form bump take rate are like second to none um we're at we're halfway to tucoma club in three days on this funnel that i did not think was going to be like a profitable funnel i thought it was it was crazy we're also paying 100 commission on 100 bucks to affiliates um so affiliates going crazy with it plus the speakers are going crazy with it and it's just, ah, it's, it's cool. So why don't I share that with you? A couple of reasons. Number one, I just got to tell somebody the whole thing. Uh, number two, um, notice how we blend it together. A couple of different things. Uh, we found a really good hook and a story and a concept for this funnel, right? Every funnel is like a storyline. So there's this

storyline that weaves it in, right? Number two, right? What's the front end? It could have been a squeeze piece, could have been whatever, but we decided let's take a summit funnel on the front end to get somebody in the door. Summit's also really good, work really good to get people to promote.

And then the second step in the funnel wasn't just a normal summit funnel. Then it was like, you know, we're going to challenge funnels, what they sign up for right afterwards. Then we brought back the same principles you guys have been learning for the last 500 plus episodes. We brought in an order form bump, we brought in an upsell, we brought going to challenge funnels, what they sign up for right afterwards. Then we brought back the same principles you guys have been learning for the last 500 plus episodes.

We brought an order form bump, we brought an upsell, we brought in all these different pieces. Um, and boom, we've got this funnel that's, that's just killing it. Like it's insane, insane, doing insanely well. Um, and so, um, yeah, just, I think this is one for those who are getting into this funnel game and just thinking about funnel psychology like you have all these pieces right like i look at like the funnel world is like like a painter and you got a palette of all this paint right and everything's not always like squeeze page sell page thank you page you know or whatever like

this funnel has to look like this like yeah those structures are there but it's like soon you understand what you're working with you understand the concepts then it's like how do we weave these things together into something greater um in wrestling um we used to there's this thing called chain wrestling what happens you learn a single leg and you learn a double leg and you learn like you take someone down you learn all these moves in isolation right and then what would happen is you get a match and you like shoot on guy perfectly. And then you like stop and you're like, okay, now I got to take him down. But then at that point, like that split second, your brain, you're shifting from move number

one, move number two, like the person escapes, right? And like, oh crap, I got, he got away. And you're like, okay, go back. Shoot move number one and then move number two. And like, because you're thinking move one, two, three, the person can get away. Cause it's not fluid. It's like, and so what chain wrestling is is is getting the point where you're we'll move one one two one two three becomes one move right

and somebody counters you don't you don't stop like oh okay i mean let's move two again like you just you start like weaving things together where it's just everything's happening in and out in and out in and out that's the best wrestlers and you see them they don't they'll stop and they think they're chain wrestling they go from the first move to the second, to the third, to the fourth, to fifth with no breaks in anything. And if somebody counters, they instantly counter back. It's just, it becomes, it becomes, um, more than just the step by step. Right.

And so for you guys who were geeking out on this with me and like understanding this, like if you look at why we're having so much success is because it's not always like this fluid or it's not, excuse me, it's not like this rigid, like this funnel and then this funnel and this funnel. It's like, how do we, how do we, how do we chain wrestle? How do, how do we make this fluid so that number one, we've number two and number two, number three, and all those pieces weave together and something amazing. Right? So what I'm learning about summit funnels and contest funnels, and I remember that really good hook we had and like, we're just weaving in the best principles from these things and something that's new.

It's not drastically different. You know, it's, I mean, if you look at it from a framework, it's a squeeze page. It's a sales page with an order form bumped in order form, right? But it's blending these two or three different concepts together to make like honestly one of our most profitable funnels yet. It's one we didn't even have a big affiliate push behind other than the speakers and yeah people are driving tons of traffic and it's it's really fun so um anyway i just want to share with you because you guys care and you guys listen in and i appreciate you guys listening in so um anyway with that said i'm gonna go back

home or go back inside get to bed um before my battery dies. If you enjoyed this episode, actually, I'm going to start doing a fun thing. Take a snapshot of the screen of this and go to your Instagram, post it, and then tag hashtag marketing secrets. And let's get a tag start with marketing secrets. And every time you listen to an episode of Marketing Secrets you like, take a snapshot of it. Go to either Facebook or Instagram or both. And then post the picture so they see what episode you're on and say, love this episode, hashtag Marketing Secrets, and let's get people doing that.

That would be kind of fun. So that's all I know if you guys do it. So do that and then tag me on it too and I'll start seeing you guys tagging. And then my favorite people are the ones who tag me with cool stuff. So you'll become one of my favorite people. So how about that? Sounds like fun, right? All right, cool.

Thanks, everybody. Have a great night, and I will talk to you tomorrow. 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.