Dotcom Secrets Full Audiobook

Welcome to personal unlock audiobooks read to you completely for free this is Secrets by Russell Brunson forward what the online marketing wizard fraternity doesn't want you to know and is this book a fraud by Dan S Kennedy yes their is and online marketing wizard fraternity many of them hang out together skin together and work together and yes there are a few things they'd Rather you didn't think about while they performed their wizardly shows this book is the first of its kind to actually reveal what is really happening behind the scenes in their fast growing companies

don't misunderstand few of these Wizards are actually evil most bring valid magic tricks to the show many do guide business people to treasure but often there is a discernible pattern behind everything they say teach promise and Promote a deliberately engineered and exacerbated lack of solid ground this book doesn't just focus on magic tricks but the core strategies you have to have in place to scale a company with online media it is in the Wizard's best interest for you to believe everything in the online media marketing and business world is shiny and new constantly changing and

untethered from the old rules principles facts and math of successful advertising and marketing This book by Russell Brunson is different while teaching you about the sh tiny secrets of the internet he shows you how to build these tactics and strategies into your business on Solid Ground tactics and strategies founded in true direct response marketing it is your responsibility to resist the seduction of short-lived bright and shiny lures popularity and peer pressure and the siren songs of superficially knowledgeable promoters of new tactics With no knowledge of its original direct response genealogy you must exercise discernment I'm

for challenging norms breaking rules but I also like Solid Ground not ever shifting sand I like being confident and in control of things particularly my money and the making of it not in constant high anxiety and at the mercy of wizards I taught myself direct marketing as a science I'm a reliability guy I'm far more interested in a car That starts and runs well and predictably every time you turn the key then one that looks sexy and is popular with some In Crowd but might stall it 80 mph or not star at all I like

Evergreen not frequently obsolete in my roles as a strategic consultant and a direct response copywriter I am all about creating advertising marketing and sales assets of lasting value for my clients not money-making devices written in disappearing ink that's why I agreed to Write the forward for this online marketing Wizards book I admire the truth Russell has put between these Pages unlike many of these was kids Russell Brunson is grounded in direct marketing disciplines discipline is good General Norm spartz cop of Operation Desert Storm Fame once said shine shoes save lives Norm went on to explain

that In the Heat of battle the fog of War under pressure the undisciplined eye so it is In business I sit now as infrequently as possible in meetings with young online marketing people demonstrably devoid of any discipline thinking they are full of opinion and Youthful hubris but very short on facts I would not want to share a foxhole with them or depend on them I would risk it with Russell this book offers Solid Ground in the very ethereal world of online marketing and commerce it properly treats internet media as media not as a business it

utilizes the Science of split testing it builds on long-proven marketing funnel and sales architecture it takes a very disciplined approach it is in one way only a fraudulent book the title is deceptive it really is not about Secrets nor is it a playbook for growing your company online it is that but such a narrowed and limiting characterization is deceptive in truth this is a solid book About reliable marketing secrets that can be applied to business activities and that are secrets to many who've come of age only paying attention to what they see occurring online in

truth this is a proven playbook for growing your company with effective lead generation and sales /on conversion methods which can be used online and offline solid and reliable and proven aren't the sexiest positioning terms so Russell can be forgiven for holding them Back waiting to reveal them inside the book carefully growing your company online sounds cooler and less work than growing your company so he can also be forgiven for playing to people's fascination of the moment he is a wizard and as such must be permitted some Ledger domain but lets you and I be very

clear about reality let me serve a useful purpose for you here my advice don't settle for or be distracted by mere tricks be a responsible adult Invest your time and treasure in information skill and properties that can yield Harvest after harvest after harvest not fleeting fads not sexy ideas that age very poorly and don't fall for the idea that any new mediate gets to defy gravity and live untethered to reality math or history don't go into this book in lust for a new cool quick easy fix or Nifty toy or clever gimmick that might make

you money today but require you to find another and another And another at frantic Pace go into this book in search of deep understanding and profound clarity about the structure and science of effective marketing to be applied in the online media Universe Dan S Kennedy Dan S Kennedy is a trusted strategic adviser to hundreds of seven figure income professionals direct marketing pros and CEOs he is also the author of over 20 books including no BS guide to ruthless Management of people and profits second edition information about Dan at www.nobsbeauty.net tea about hey my name is

Russell Brunson before we get started I want to introduce myself and let you know what this book is about and more importantly what it's not about this book is not about getting more traffic to your website yet thec secrets I'm going to share with you will help you to get exponentially more traffic than ever Before this book is not about increasing your conversions yet these.com Secrets will increase your conversions more than any headline tweak or split test you could ever hope to make if you are currently struggling with getting traffic to your website or converting

that traffic when it shows up you may think you've got a traffic or conversion problem in my experience after working with thousands of businesses I found that's rarely the case low traffic and Weak conversion numbers are just symptoms of a much greater problem a problem that's a little harder to see that's the bad news but a lot easier to fix that's the good news recently I had a chance to fly to San Diego to work with Drew canol from fitlife.tv he had built a following of 1.2 million followers on Facebook but because of some changes

at Facebook his traffic had dropped by 90% he was now spending $116 to sell a $97 product he was no longer profitable Drew's team called me because they wanted help with two things traffic and conversions I smiled because that's why most people call me they usually assume that I'm going to help them tweak a headline or change their ad targeting and solve their problems but I knew that like most companies I work with fitlife.tv problem wasn't a traffic or conversion problem It rarely is more often than not it's a funnel problem after listening to Drew

and his team share with me all of their numbers their pains and frustrations and their ups and downs I sat back in my chair and told them they were in lock you don't have a traffic or conversion problem I said what are you talking about our traffic is down 90% And We Can't Break Even converting our customers Drew said the problem is you can't spend enough to acquire a customer And the way to fix that problem is to fix your sales funnel I replied calmly one of my mentors Dan Kennedy says ultimately the business that

can spend the most to acquire a customer wins the reason the reason Drew's business wasn't making money was because he wasn't able to spend enough to acquire a customer if we fix his sales funnel so that instead of making $97 for every $116 he spends he can start making two to three times as much money for each Sale and then the whole game changes suddenly he can afford to buy more traffic for more places he can outbid his competitors and he can spend two to three times more than he is now all while becoming exponentially

more profitable so what changes did we make to Drew's business how did we take a sales funnel that was losing money and transform it into a tool that allowed fitlife.tv to spend more money than its competitors While gaining more traffic more customers and more sales that is what this book is about this book will take you on a journey similar to the one I took Drew and his team on it will help you understand how to structure your company's products and services in a way that will allow you to make two to three times as

much money from the same traffic that you're getting now and when you follow the steps you'll open the floodgates allowing you to spend a lot More money to get a lot more new customers this book will also show you how to communicate with your customers in a way that makes them naturally want to ascend up your ladder of offerings and give you more money as you provide them more value once you know the foundational Concepts behind doccom Secrets we'll dive into the phases of a sales funel and explore the building blocks you will need to

use in each phase finally I will give you the seven Core sales funnels I use in all my companies plus all of the sales scripts we use to convert people at each stage in those funnels you can choose to copy my proven funnels and scripts as is or you may tweak them to better fit your particular business when you implement each of these secrets you will transform your business in your website from a flat two-dimensional company into a three-dimensional sales and marketing machine that allows you to outspend your Competitors acquire an almost unlimited number of

new customers make and keep more money and most importantly serve more people that is what this book is about introduction my junk mail addiction began when I was 12 years old I remember the exact night my obsession with junk mail and direct response marketing started my dad was up late watching TV while working on a project normally he made me go to bed early but that night He let me stay up late and watch TV with him I wasn't as interested in the news as I was in spending time with my dad when the news

ended I was waiting for him to send me to bed but he didn't so I started watching what came on next it was one of those late night infomercials this particular infomercial featured a guy named Don lapper who was explaining how to make money with tiny little classified ads I'm not sure why he grabbed my attention maybe because I Was so young I didn't understand that that making money fast wasn't possible maybe my Fascination grew because he was so charismatic whatever the reason as soon as he started talking I was hooked during this infomercial he

told stories about how he started his first business he explained how he came up with an idea for a product and then placed a classified ad in his local newspaper to sell this new product the first week After his ad ran he made enough money to pay for the ad and was left with about $30 and profit While most people wouldn't consider that a big win Don knew that he could take that same winning ad run it in other newspapers and make a $30 profit from each paper he ended up running that ad in thousands

of newspapers and made tens of thousands of dollars a month doing it I didn't realize it at the time but Don was teaching me and everyone else who was Watching the basics of direct response marketing which could be applied to any company well as you can guess my 12-year-old eyes open wide and my heart started racing I remember getting so excited that I couldn't sleep that night or the rest of the week all I could think about was buying Don's system so I could start making money I asked my dad if he would help me

pay for it but as any good father should he made me go out and work for the money I mowed lawns Weeded Gardens and worked really hard for 3 or 4 weeks to earn the money to buy the system I still remember calling the 1 to 800 number to order when the Box showed up my heart was racing as I ripped it open I started reading the pages as Don explained to me the basics of direct response marketing and that is where this journey began for me after that I started collecting classified ads and calling

the 1 to 800 numbers on them to see what people would send me I Started to see that other companies were doing the same thing that Dom was teaching then I started to look at magazines and saw that the same types of ads so I would call the phone numbers and send in for the free info kits that these ads were promoting as well within 3 or 4 weeks I started getting junk mail I put junk mail in quotation marks because studying that junk mail has literally made me Millions I started getting so much mail

that the mailman Couldn't physically fit it all into the mailbox I would come home from Junior High School and my parents might have two or three letters but I'd have a whole stack of my very own mail I'd take it all into my bedroom and read through every letter I didn't know it at the time but I was reading long form sales letters from some of the greatest direct response marketers of all time I saw what they were doing and how they were doing it and it was fascinating to me Whatever they were selling the

process was the same they would place a small at asking people to contact their company for a free report after you contacted them they would send you a sales letter disguised as a free report selling a low ticket information product when I purchased the product they would send me their system along with another sales letter selling me a high ticket product figure 0.1 the offline sales funnels brought Prospects through a predictable series of steps this was my first exposure to sales funnels I didn't know it at the time but this process I was seeing over

and over again offline would become the exact same system that I would use to grow hundreds of companies onl online now while funnels often get much more advanced than this look at this diagram to see what offline funnels look like and note how similar they are to the online funnels I will be showing you Throughout this book figure 0.2 today's online sales funnels are practically identical to the offline direct response marketing funnels I studied as a kid looking back I think it's funny that while most kids my age were collecting baseball cards I was studying

junk mail and learning marketing funnels when I left for college my mom made me throw my junk mail in the garbage but I got this one last picture with the best Marketing and sales education I could have ever received unfortunately I was never able to afford to sell stuff through classified ads and direct mail when I was 12 but I understood the concept it wasn't until 10 years later during my sophomore year in college that I rediscovered direct response marketing and saw how I could use it on the internet not your typical teenager my first

online business one late night during my sophomore year in College I was lying in bed way too tired to turn off the TV so instead I flipped through the channels and one commercial caught my eye it was explaining how people were making money online with a website I knew I needed to learn more I dialed the number got a ticket for a local event and the next night I was at a seminar in a local holiday in that little seminar reignited my interest in business and direct response marketing I remember hearing the Speakers talk about

how people were using the internet to make money in a way that was almost identical to what I had learned when I was a kid but instead of using mail they were using email instead of using magazines they had blogs instead of the radio they were using podcasts it was fascinating and I was hooked from day one fig 0.3 blogs podcasts an online video are simply newer versions of the old school offline Media channels I started looking at other people's websites studying how these businesses were making money I decided to model what I saw after

all if it worked for them it could work for me so I created similar products and services to what others were selling online my websites looked similar and the copy on the pages was similar but for some reason my efforts made very little if any money I was frustrated because I could see Others making money successfully what was I doing wrong it took almost two full years of studying researching and interviewing successful marketers before I realized that what I was seeing online wasn't the full business the people who were making money were doing it through

steps and processes invisible to the naked eye while I had modeled the part of their businesses that I could see there were multiple funnels happening behind the Scenes that made the magic work I found that the difference between a $10,000 website and a $10 million company was all of the things happening after a buyer came into the initial funnel fig 0.4 I was modeling what I could see happening on the surface but the real money was made in ways I couldn't see it took me years to discover and master these Doom Secrets but when I

did my company quickly went from a few hundred a month to millions Of dollars a year in revenues I wanted to write this book not because I'm smarter than anyone else but because I think there are a lot of people like I was people who model the surface level of what others are doing and are frustrated that they aren't getting similar results this book is the culmination of a decade spent analyzing hundreds of companies and their successful sales funnels I have built over 100 sales funnels of my own and Have worked with thousands of students

and clients to build funnels in every Market you can dream of both online and offline I hope that after reading this book you will realize your dreams of success are a lot closer than you think you will soon see that by providing a ton of value communicating effectively with your audience and building out your sales processes in a very strategic way you can get your product service or message out to the world and you can get Paid what you're worth while doing it three ways this book is different by purchasing this book you have put

your trust in me as your coach I know that you're busy I fully understand and respect that it's important for you to know that I will not waste your time you have many choices in business and success training and I'm honored that you've decided to spend your valuable time with me here's how this book is different from other business books you May have read one everything I show you in this book is Evergreen if you've tried to learn how to grow your company online in the past you've probably purchased books and courses with systems that

worked when they were created but became outdated before before they even got to the publisher when Google changes an algorithm or Facebook introduces a new layout many tactics suddenly become obsolete this book on the other hand is a playbook for creating marketing Funnels that will exponentially increase your sales online it is an evergreen guide it will be as useful 10 years from now as it is today I only focus on strategies and Concepts that will remain the same even when technology changes two I don't just teach this stuff I actually do it there are a

ton of people teaching internet marketing and the vast majority of them make money by teaching other people the internet marketing strategies they learned about Online Dan Kennedy calls those people shovel sellers because during the Gold Rush the people who made the most money were the ones selling the shovels today's shovel sellers are selling you internet marketing strategies without actually using any of the strategies themselves the difference between me and most of my competitors is that I actually do this for real that's right I use every one of the secrets I'm about to reveal to you

and I've tried them in Dozens of different markets from supplements to coaching to software I also work directly with hundreds of other businesses advising them and increasing their profitability in almost every Niche and every industry you can dream of about s or eight years ago I had the Good Fortune to work with direct marketing Legends Dan Kennedy and Bill Glazer they work with entrepreneurs all around the world and I was their main Internet marketing trainer for almost 6 years this was a very unique situation and I was able to work with hundreds of offline businesses

teaching them to implement the same Concepts I'm about to share with you I've also had a chance to teach these.com Secrets at Tony Robbins business Mastery seminar as well I can tell you from experience that these strategies work for both online and offline businesses in just about any industry you can think of throughout the Book I'll share examples of these different types of businesses so you can see how each strategy could work in any Market the book is divided into several sections sections one two and three are going to give you the Core Concepts that

you must understand before you can create your first marketing funnel once you understand the secrets behind what makes online selling work I will teach you how to build your own sales funnels section four describes the the Many different sales funnels we use in our companies every day it also gives you the sales scripts you need to move people through your marketing funnel so they will purchase from you section five will show you some of the easier ways to implement all the technology involved I see people get tripped up by the tech all the time so

I want you to skip the hard stuff and make it easy on yourself once you know how funnels work implementing them is a simple matter of Picking which one you want to use and setting it up please don't skip ahead to the funnels and scripts section until you've read the earlier chapters or you will miss learning the core strategies that make those funnels and scripts work I want everything to make total sense to you three image recall throughout the book you're going to notice tons of simple little diagrams at first they won't make sense To

you but after you read through the chapter or section you'll get it I promise the reason the pictures are are so basic is because I want you to be able to look at the image and immediately recall the concepts the graphics are engineered for instant recall at some point in the future if you need to remember how to structure an upsell sales letter or a two-step Consulting funnel you'll be able to pull up the picture and instantly recall how To do it when you need that image recall you can flip through the book to find

the pictures if you like or you can go to www.com book.com resources SL diagrams and print them out I like to keep a notebook of all the pictures of funnels and scripts I develop so I can always find the one I need I even have some students who have certain images taped to their office walls as memory aids I recommend reading through the entire Book once from beginning to the very end you're uncovering the rest of the iceberg and you need to understand the concepts in order once you've gone through all the material then you

can go back to the chapters you know will make a big difference right away I'm excited for you to dive in and have some fun with this so let's get started if you're enjoying this audio book so far please consider subscribing to our Channel personal unlock we are working hard to Put these audio books together and we want to continue giving you more books on Marketing sales personal development The Law of Attraction and more thanks now back to the book section one ladders and funnels secret number one the secret formula it was 11:27 a.m. on

a Monday morning and no matter what I told myself I just couldn't get out of bed the muscles in my body achd although it didn't make sense I knew I wasn't sore From exercise because I hadn't worked out I had a sick feeling in my stomach that felt like the flu but I knew I wasn't sick in my head I was wishing that I had a boss so he could fire me and end this nightmare that I knew I had to face as soon as I finally stumbled out of bed how had I gotten here

just a few years earlier I had officially become an entrepreneur and launched my own company and despite a lot of mistakes along the way I had learned a Few tricks and was having success the company I started was profitable we were serving people and making a difference but for some reason I was miserable a few weeks later I found myself in front of a huge blank whiteboard trying to sketch out why I was feeling this way something was wrong with my business and I wanted to figure out what it was after what seemed like hours

I wrote down two words who result I asked myself who is the person I really want to work with up To that point in my business I had been trying to sell to anyone and everyone I could while that sounds smart at first it left me tired frustrated and empty inside after I got a good idea of who I would ideally work with if I had that choice I started to think about the result I would want to give them I asked myself where could I serve my customer at the highest level I realized it

wasn't through a product or a service rather it was by giving them a result That would change their lives that result is where I wanted to take them a few minutes later I added two more words to the board where B where are these people how can I find them online what type of bait can I create to attract my dream client and repel everyone else these questions eventually became the outline for what I now call the secret formula and it's really the first step that you have to take before you can grow any company

the Secret formula the secret formula consists of four simple questions these are the same four questions that I ask anyone who hires me for personal consultation at the time of writing companies pay me $25,000 per day to help them understand and implement this formula and the funnels and scripts inside of this book now while I know you didn't pay anywhere near 25,000 to learn this information and go through this process I recommend You treat this and all of the exercises inside of this book as if you did invest the full amount if you do you

will get a lot more out of the process I'm going to take you through and this book will become like a private $225,000 consultation with me okay let me walk you through the process question number one who is your dream client the first question you have to ask yourself is who do I actually want to work with most of us start with a product idea never Thinking about who we want as clients customers vendors and Associates but these are the people you will be interacting with day in and day out you'll probably spend more time

with these people than your own friends and family you choose your significant other carefully so why wouldn't you take the same time and Care in deciding who your dream client or customer will be if you're just getting started this may not seem important but I promise you that if You don't consciously choose your dream client one day you will wake up like I did working with people who exhaust you and wishing that someone could fire you from the business you created after I had successfully launched my first software company a lot of people took notice

of My Success online and started asking me how I was making money because I saw the demand I thought it would be fun to teach others how to start their own businesses online the good thing was There were a lot of people who wanted to start businesses and we made a lot of money teaching them but the downside was that most of them didn't have any money and couldn't invest in the higher ticket things I wanted to sell and most had no business experience so I had to spend tons of time on the fundamentals and

that drove me crazy which is why I didn't want to get out of bed in the mornings I had so much value I wanted to provide people showing how I had scaled My companies teaching conversion secrets and how we structure our funnels but 99% of my time was spent showing them how to buy a domain and set up hosting I literally spent years serving these customers and it made me miserable my family suffered and no matter how much money we made I wasn't happy it took years before I sat back and actually thought about The

Who I realized I had overlooked some pretty important questions who are my dream Clients what do they look like what are they passionate about what are their goals dreams and desires after about a week of thinking about the new question I sat down and created two customer avatars one for the men I wanted to work with and one for the women I wanted to work with for the women I picked a name and wrote it down Julie then I listed out the things I knew about about Julie she is successful and driven she has a

message to share She values her personal growth over money and she's already grown her business to at least five figures a year next I wrote down the name Mike next to Mike's name I wrote out the things I knew about Mike he is a former athlete at some point he has helped to change someone's life in a small way and wants to learn how to help more people he values growth over money and he's already built his business to at least five figures a year then I went to Google images and typed in Julie in

the characteristics I had written out within minutes I found a picture that looked like the women in my mind I printed it out and hung it on my wall I did the same for Mike and within minutes I had both pictures of my dream clients hanging on my wall this may seem like a silly exercise but it's important that you do it anyway really spend some time thinking about who you want want to work with write out their characteristics and Then go find an actual picture to represent them it's amazing how your perspective changes when

you have a physical picture of your ideal customer instead of a hazy half-formed image in your head question number two where can you find them the next question in the secret formula is where can you find this ideal man or woman where do they hang out online are they on Facebook or Instagram what groups are they part of what email newsletters do they subscribe To what blogs do they read are they reading the New York Times or The Huffington Post what other interests do they have do they like sports or the Arts how about fishing

or race cars if you don't know the who it will be hard to find out where your perfect client can be found so make sure you know exactly who you're trying to attract then just write down a few places you think the prospect might hang out online over the next few chapters we're going To take a deep dive into how and where to find your dream clients I'll show you exactly where to find the people you're looking for question number three what bait will you use to attract them once we know where the dream customers

are we have to create the right bait to attract them your bait could be a physical book a CD DVD or an audio recording anything that your dream customer would pay attention to and want as my company moved away from selling to beginners and Toward attracting dream clients our first step was to create new bait that would attract Mike or Julie so we created a book called com Secrets Labs 108 proven split test winners this bait worked great for us because most beginners don't know what a split test is but we knew that Julie and

Mike our Dream customers would know what these terms mean and they would be hungry to get their hands on the book within days of launching this new offer we had Thousands of dream clients lining up to work with us when you find out what your dream clients want it becomes very easy to attract them throughout this book we're going to talk more about creating the right bait right now just realize the bait has to match what your dream customer wants question number four what result do you want to give them once you've hooked your dream

customers with the perfect bait the last question is what result do you want to give them I'm Not talking about what product or service you want to sell them a business is not about products and services a business is about what result you can get for your clients once you and they understand that concept then price is no longer a barrier for me I knew that the best way I can serve my dream client is to send my team to their office and help build out their sales funnels hire and train their sales team and

set up systems to drive consistent leads into The company that is how I can have the deepest impact and serve the client at the highest level ideally it's where I would like to take all of my customers that type of service is not cheap but the results I can deliver at that level are amazing to put it in perspective for that service my company charges a retainer and a percentage of sales which combined equal $1 million I understand that many of my customers won't be able to pay me for That level of service which is

why we develop other products and services but understanding where you ultimately want to take the dream client is the key to this step imagine that your clients could pay you anything to get a desired result what then would you do to help guarantee their success where would you lead them what does that place look like keep that place in your mind it's the Pinnacle of success for your clients it's where you want to take them and It's the key to this last step that's it the four steps again are as follows one who are your

dream clients two where can you find them three what bait will you use to attract them for what result do you want to give them I know that this exercise seems simple but it is the key to everything else we will be discussing in this book so take a few minutes now and really answer these four questions up next in the next chapter we are going to dig a little deeper and Focus on the steps you need to follow to lead your dream customer from taking the bait to consuming your product offering to arriving where

you want to take them if you structure this correctly people will naturally Ascend to where you want them to be they will give you more money and you'll be able to serve them at a much higher level secret number two the value ladder Russell are you a smoker what I responded no I've never smoked in my Life why do you ask well I noticed that your teeth are turning a little yellow and I wasn't sure if you were a smoker or maybe you drink coffee no I don't drink coffee either I said my teeth looked

that yellow those were the first words my new dentist said to me about 10 minutes into our first appointment when I started my new business a few years earlier my wife and I had no insurance of any kind I was just hustling to sell things online to try and put food on the Table then about four or 5 years into my business I started hiring employees what I didn't realize when I first hired them was most real companies give their employees benefits because I had never had a real job before I wasn't really sure what

benefits were besides hanging out with me all day which I assumed was the best benefit ever no they wanted health insurance and dental insurance so I decided to cave and get them all a benefits package within days of getting Our new dental insurance I got a postcard in the mail offering a free teeth cleaning sweet we've got insurance it's a free cleaning I'm in and that's where it all started within minutes the dentist commented on my yellow teeth no I don't drink coffee or smoke are they really yellow yeah they are but don't worry if

you want I can go out back and make some custom teeth whitening trays for you You'll have to use them for a few weeks but if you follow the system your teeth will be white again well I'm sure you know what my response was yes please I don't want yellow teeth the dentist kept working on my teeth and a little while later he said so did you have braces when you were a kid yeah I did how can you tell well your two bottom teeth are shifting again and that usually happens to people who had

braces my teeth are shifting seriously What can you do about that well if you want I can build a retainer for you which will help keep your teeth in place yes please when I walked into the dentist office that morning I had come in for a free teeth cleaning and in less than an hour I walked out paying over $2,000 for my whitening kit and my new retainers this dentist had strategically taken me through a powerful process that I call a value ladder first he had created bait free teeth cleaning that Would attract his dream

client me second he provided value to me by cleaning my teeth and noticing that my teeth had become yellow because I had received value I naturally wanted to move forward and get additional value from him he then found another way that he could provide value to me the retainers and again I naturally took him up on that offer as well now for many dentists they make the most money and provide the most value for their patients by by offering Cosmetic surgery luckily I didn't need any cosmetic surgery on that visit or I could have been

out $10,000 or more on my way out the door the secretary scheduled me for another appointment 6 months later adding me to their continuity program continuity is where you continue paying on a weekly monthly or yearly basis until you decide to cancel this dentist had a perfectly executed value ladder figure 2.2 figure 2. to this is a great example Of a value ladder for a dentist one of the first things I explain to people when I start working with them is the concept of a value ladder and it's the first thing you have to build

out before you can start working on any sales funnel if you look at how we structure it you'll see that on the left hand axis we have value and on the bottom axis we show the price figure 2.3 now on the top right hand corner of this graph you'll see the big dollar Sign this is where you want to take your client this is where you can provide them the most value and also charge them the most for dentists this is usually cosmetic surgery for my company it's going into your business to build out your

sales funnels set up your backend systems and generate leads for you we currently charge our clients $100,000 plus 10% of their profits up to 1 million to provide this service for them so the total cost to my clients is A million for this service but it's the best thing I can provide them and it gives me the ability to serve them at the highest level figure 2.3 you can use this same model to design your own value ladder for your business now ideally we would like to sell everyone our best thing right you want to

serve your customers in the highest way possible but the sad truth is that if I were to walk up to you on the street and say give me a million dollars and I'll help You to grow your company you would either laugh in my face or run away thinking I was insane why is that it's because we just met and so far I haven't provided you any value but if you came to my website and saw that I was giving away a free book with 108 of my best split tests and all you had to

do was cover the $9.95 shipping do you think that you'd order it if you're in my target audience you would because the price is low and You have a chance to receive some value in a non-threatening way allowing you to see if you like the EXP experience just like I did with the dentist now if you order that book from me and receive value from it you will naturally want more you'll want to ascend my value ladder figure 2.3a and see if there are other ways I can provide value for you figure 2.3a my.com Secrets

value ladder includes products and services at all levels including an ongoing continuity Program you may buy one of my home study courses or attend one of my live events if you receive value from that then you may decide to sign up for my $10,000 ignite program or maybe my $225,000 in our Circle program and if I provide awesome value there then you will naturally want to keep ascending and that is how we sell our million dooll packages we provide insane amounts of value at each step of our value ladder so our clients naturally want to

Ascend get more value and pay us more money oh yeah and just like the dentist mil no value ladder is complete without a good continuity program there are many ways to structure your continuity program it could be organized around software membership sites or ongoing coaching but it should be something you can bill for each month that residual income will become the lifeblood of your business for my.com Secrets business our main continuity program is our software Click funnels which allows people to create sales funnels with the click of a mouse our clients pay us monthly to

use this software to help run their businesses it saves them a ton of time and money and provides us with residual income win-win what does your value ladder look like now I'm aware that everyone reading this has a different type of company at this point you're probably trying to figure out how the value ladder applies to your business I Want to share with you a story that will show you how we were able to create a value ladder for a business that doesn't seem to have any type of ascending products or Services I have a

chiropractor friend Dr Chad wolmer whom I've known for a long time in fact it was his urging that got me to create this book like most chiropractors he makes his living doing adjustments for about $50 each he runs ads patients come in get adjusted in About 10 minutes pay him $50 and leave sometimes if the person has a more serious condition Chad may put the client on a continuity plan and have them come in a few times a week over the next few months but that's about it one day my friend and I were talking

he wanted to know what I would do differently in his business if I were him I thought it over for a few days when a funny thing happened at the time I was working with a group of wrestlers Who were training for the Olympics each week a chiropractor came in and adjusted all of the wrestlers one week the regular doc couldn't make it in so instead of waiting for a week one of the athletes jumped on YouTube typed in how to give a chiropractic adjustment and watched a few videos until he felt like an expert

then he walked into the other room and quickly adjusted everyone on the team now before I move on I feel like I should give a disclaimer or a Warning or something image don't get me wrong the point of this story is not to say you should go watch YouTube videos and then start practicing medicine and no emails telling me that that's illegal or crazy okay the point is that in about 30 minutes someone with no formal training at all learned to do what we were paying the chiropractor for I started laughing called my chiropractor friend

immediately and told him the story naturally he wasn't as amused as I Was he launched into a long rant about why that was dangerous and why we shouldn't have done it then I stopped him and said look I wasn't just calling to be a jerk I want to teach you something really powerful you went to college for years to learn how to be a chiropractor yet within 30 minutes one wrestler was able to learn everything that you currently do in your clinic silence I'm curious while you were going to school did you learn anything else

Besides adjustments defensively he started to tell me about all sorts of other things he had learned and knew how to do I spent Years Learning nutrition and natural healing I can help stop fibromyalgia carpal tunnel syndrome and and that's where I stopped him have you ever provided any of these services to your clients or do you stop giving them value after the $50 adjustments now I want to pause here Because most companies I work with even if they think they have a value ladder really only have part of one almost always I spend my time

working with them on adding products and services to the front of their value ladders as well as the back after that discussion I sat down with my friend and we mapped out his current value ladder it looked kind of like this figure 2.4 at first my friend only had one basic service I helped him flesh out Other offerings so he had a fully developed value ladder then we looked at other ways he could provide more value to his clients we figured out where he really wanted to take them ultimately he created a new wellness program

for which he could charge $5,000 the clients who participated would get 10 times more value from each visit to his Clinic that was the back end the highest point of his ladder then after we built out my friend's backend value Ladder we still had to find an attractive frontend offer to get people through the door a chiropractic adjustment just isn't that sexy it's not like a massage that people enjoy getting and it's not like going to a traditional medical doctor where you think you're going to die and need some medicine fast people usually wait until

they're in great pain before they'll come in for an adjustment Chiropractic adjustments just aren't that exciting if you have a blah Frontend offer your business will always struggle we sat down thought through his business and decided that a massage would be a good thing to offer as the front end of his value ladder people love getting massages and it's bait he could use to get people into his clinic now he has two full-time massage therapists who give free massages to get people in the door and just like my dentist sells teeth whitening and retainers these

therapists are trained To feel when a person's spine or ribs are out of place and might need an adjustment then they upgrade the client to the adjustments and then to the wellness programs figure 2.5 figure 2.5 once my friend had a fully developed value ladder his business completely turned around you might be selling a book right now on the front end and have no idea how to build up a backend value value ladder well what other value can you provide to People can you be more Hands-On with them can you offer more personal attention can

you provide ancillary services or physical products that enhance your primary offer my very first information product was a DVD on how to build a potato gun and that just goes to show you can sell anything online but I figured out how to build a value ladder by also selling do-it-yourself plants and physical potato guns to to our customers the value ladder is the key to Building your marketing funnels and mastering everything else I'm going to teach you in this book this system does not work if all you have is one thing like a book or

an adjustment you need to be able to build out a full value ladder most businesses I look at have one or two pieces of the ladder but they rarely have all four once we add in the missing pieces the business can start to expand dramatically there's no end to the level of back back end services and Experiences you can add if you keep providing more and more value people will spend more and more money to keep working with you I remember paying $25,000 to be a part of the bill Glazer danan Kennedy titanium Mastermind program

at the time my highest backend offer was $5,000 someone in that program asked me so Russell what do you sell next to the people who paid 5,000 I told him that I didn't have Anything else to offer and he responded Russell that's a $5,000 buyer lead you need to sell them something else interestingly later that night the group yes the same group that had already paid 25,000 to be in the room was offered a chance to be in the movie Phenomenon with Dan Kennedy for an additional 30,000 and nine out of 18 people in our

group bought the offer that was when I realized that there really is no end to your value ladder it's one of the Reasons why we created our million dooll program program imagine my shock and excitement the first time someone said yes a percentage of your audience will always want to pay you the premium to get more value the only limit to your value offerings is your imagination keep thinking of higher and higher levels of service and you can keep charging more and more money there's always something else you can offer what if I don't have

a value Ladder often times it's hard for companies to figure out how to add more offers to their value lad matters typically the process is very easy for someone selling information products because that Ascension path has already been created and proven in thousands of different information-based companies but what if you're selling something else what if you offer physical products e-commerce B2B services or Professional Services where The path isn't quite as clear sometimes it takes a little thought and creativity if you already have a product or a service that you sell in the middle of your

ladder what type of bait could you create to attract your dream customer I have a friend who owns a company that makes custom suits for people he was stuck selling a high-end service but unable to see how to construct a solid value ladder probably Because the front at the time was $2,000 after a while my friend tried giving away free cuff links online he put the offer up started to advertise and within days he had generated hundreds of perfectly qualified leads he then took those people through an Ascension plan to get them to purchase their

own custom suits often times companies have a front-end product but nothing more to sell on the back end for that I love to look at what else they Could bundle together could they offer a coaching program how about a live event what other results or value could they give their clients I told you earlier that fitlife.tv is core issue was not a traffic or conversion problem the only real problem was that they had no value ladder because of that they couldn't build out a true sales funnel they brought people into their funnel but then the

relationship ended people wanted to give them money but there was No clear path for them to follow as soon as they added those things into their business customers naturally started to ascend the ladder ultimately paying Drew and his team what they were worth while it's not always obvious what you can add to the front end or the back end of your company I promised that the solution are there I also know that if you want to succeed and beat out your competition you need to have this value ladder in place up next in the next

chapter we are Going to talk about the basics of building out your sales funnel but please take the time to fill out your own value ladder again unless you have a complete value ladder it's impossible to build out an effective sales funnel secret number three from a ladder to a funnel the secret form was created to help you figure out who you want to serve how to find them what kind of bait you should use to attract them and where you want to take them the value ladder Was created to help you figure out what

products and services you need to add so that your dream clients move from your bait to your high-end Services now it's time to bridge the gap between a value ladder and a sales funnel in sections three and four of this book we will go into a lot of detail about the strategy psychology and tactics you need to build out your own system sales funnels but first I need you to understand what a sales funnel is And how that relates to everything we've discussed so far this section is short but critical to your success in a

perfect world I would immediately be able to talk my dream client into purchasing my best most expensive service but as we discussed in the last chapter that's almost impossible because I haven't provided value yet besides my highest level service might not be the best fit for all people it's almost impossible to build a company just Offering your high-end Services you need a full range of offers so instead of trying to convince someone to buy the most expensive offering right away we build a funnel that will help us to do two things one provide value to

each customer at the unique level of service that he or she can afford to make money and be profitable while identifying our Dream clients who can afford our highest offer the best way to show you how this works is to draw a funnel figure 3.2 a Funnel moves people through the sales process they enter as perspective customers traffic and your job is to convert as many as possible into repeat customers by selling to them at the front middle and back end of your funnel above the funnel is a cloud that represents all of my potential

customers at the top of my funnel is the bait that will attract my dream customers notice that this bait is also the first rung of the value ladder as I start to place ads Featuring my bait potential customers will start raising their hands and a certain percentage of those people will purchase my frontend offer then I will move to the next step in my funnel here I will introduce the next product or service in my value ladder this will of course be something offering more value while also costing more money unfortunately not everyone who purchases

my bait will also purchase this more expensive high value product but a Certain percentage of those people will from there I move deeper into the funnel and introduce the next product or service on my value ladder again not everyone will buy this product but a percentage of the clients who initially took the bait will I will continue to do this through all the levels of my value ladder and at the bottom of this funnel a handful of people will appear who can afford and may be willing to purchase my high-end Services these are my dream

clients the ones I want to work with at a more intimate level now before I sell you on why you need to be thinking about your company in terms of funnels I want you to understand that my Approach wasn't always this detailed when I first got started online over a decade ago there was a lot less competition I could have just a front-end product and I'd spend a dollar on ads and make $2 back in return but as More people started businesses online and competition started to grow ad costs went up the consumers buying resistance

also went up and it got harder to sell people I know who were making millions of dollars a year are no longer in business because they didn't adapt and change with the times when I started to feel the pinch I was lucky enough to have some amazing mentors who taught me the importance of building a deeper funnel with more offerings the deeper Your funnel is and the more things you can offer your clients the more each customer will be worth to you and the more they are worth to you the more you can spend to

acquire them remember this truth ultimately the business that can spend the most to acquire a customer wins Dan Kennedy every product I sell online has a sales funnel that I take people through in fact immediately after the customer buys something they are offered an upsell or two before they Even leave the page this is one type of sales funnel but after they have purchased something from me I use other types of communication funnels to build a relationship ship and encourage them to purchase other products and services that we sell you'll learn about these special communication

funnels in section two every product we sell has its own sales funnel to provide value and convert the buyer into a higher-end customer you'll see all seven of these Funnels in section 4 the fact that you picked up this book and are reading it now is proof that this concept works I already know that a percentage of everyone who buys this book will upgrade to one of my online web classes I also know that from there a percentage of those people will upgrade to my ignite program or my inner circle program and a few the

ones who are the right fit will join my million dooll program and I'll be coming out to set up This whole system in their offices let's review so a sales funnel is just the online process you take someone through to get them to ascend through the different levels of your value ladder it's the actual web pages that will make the secret formula work the secret formula will will help you find your dream customer offer them your bait and lead them to where you want them to go all while providing the customer value and making you

money up Next so the next logical question after you understand the concept behind the sales funnel is where do you find the people to put into that sales funnel secret number four will present three simple questions to help you find your dream clients and bring them to your websites with credit cards in hand secret number four how to find your dream customers with the secret formula you discover that you must find out who your dream clients are and then find out Where they are usually my clients can figure out pretty quickly who they want to

sell to but they get stuck figuring out where those dream clients are and how to get them to visit their websites the process of getting people to come to your website is called driving traffic so when I talk about traffic throughout this book I'm talking about the people you are convincing through an ad to come to your website people always ask me how to attract more Traffic to their websites but before we can address how to get those people you have to understand the concept of congregations one of the coolest things about the internet is

the power of congregations these seemingly unimportant groups of people gathering together in little corners of the internet make it possible for people like you and me to get into business quickly and be successful without all the barriers and expensive hurdles of Traditional media when I say the word congregation what's the the first thing that pops into your head for most people the word congregation brings to mind a church a church is really nothing more than a group of people who gather together based on similar beliefs values and ideas for example each week the Baptists all

congregate together based on their similar beliefs and values the Catholics also congregate together and so do the Mormons seventh day Adventists Muslims and Jews Etc right so if I were selling a perfect product for Mormons where would I go to sell it of course I would go to the Morman Church my dream customers would be right there congregated together all I'd have to do is put my message out in front of them my point is not to teach you how to sell things to churches I want you to understand the power of a congregation because

it's one Of the main reasons the internet is such an amazing tool for businesses prior to the internet it was hard for people around the world to congregate together we were limited by location and ability to communicate but now it's possible for anyone and everyone to congregate together and discuss almost anything with groups of people who hold similar beliefs when I was in high school there were five or six kids who would get Together every day at lunch and play card games I remember one of the games was called Magic the Gathering now I had

never heard of it and I thought the kids were kind of strange sitting by themselves playing cards but they were content to congregate together and participate in an activity they enjoyed I'm sure there were a handful of kids in high schools all over the country doing the same thing unaware of one another before the internet that was How things worked you were kind of limited based on geography you might not be close to other people in your congregation as a marketer I would have found it difficult to reach five kids at one high school and

three at another school and six or seven at yet another it would have cost too much money to be successful yet now thanks to the internet those five or six kids in my high school can congregate with others all over the world to play Magic the Gathering online they can hang out on forums and play games with people halfway across the world now if I have a product to sell to a Congregation of people who love Magic the Gathering it's easy and economical to go online find where they are and get my message in front

of them here's another example I was a wrestler in college and every night all the student athletes had to spend 2 hours in study hall to make sure we got our homework done naturally I Would sit next to my wrestling buddies and we'd Goof Off online I remember looking over one day and noticing that all my friends were looking at the exact same website I was it was called themat.com a website for wrestlers we were all chatting about what had happened that month in the the World of Wrestling and who is winning we were showing

cool moves and discussing what move might work better every single person on my college wrestling team was In that study lab for 2 hours every night hanging out on themat.com and talking about wrestling rather than doing our homework interestingly this was probably happening in every single university around the country add in all the high school wrestlers and any older people interested in the sport who would likely find this site and you can see that potential every single wrestler in the world could congregate in one spot and talk about Wrestling now if I had a wrting

product what would I do to sell it I would find the existing Congregation of wrestling fans and I would put my message out in front of them simple there are congregations for everything you can dream up from antiques buyers to zipper collectors once you understand the core concept of congregations driving traffic is incredibly easy now sure where your congregations are just go to Google and type in your keywords plus the word Forum or search for groups related to your keywords on Facebook it might take a little digging but you'll find your target audience now there

are three questions you have to ask yourself to find and really tap into these congregations question number one who is your target market when I ask that question people tend to answer with straight demographics like my target market is women from ages 36 to to 45 Who make $50,000 a year for a very long time straight demographics like that were pretty much the only way to separate the people you wanted to Target from the rest of humanity traditional media catered to certain demographics through its programming and sold advertising along those lines if you wanted to

reach well off intellectual men you might advertise on the late night news or in the New York Times if you wanted to reach Housewives you might Advertise during a soap opera in the middle of the day unfortunately straight demographics don't give you any of the juicy information about the individual in the old days the best you could do was group people in general terms according to age gender income and geographical location the internet has changed all that today you can get as granular as you want to with the data available you can segment People based

on musical taste medical background and Shoe size if you like you can even group according to the movies they watched last month or the websites they visited yesterday because marketers are now able to Target so many different characteristics so accurately people have lost all patience for generalized mass media messages consumers expect and demand that your advertising be extremely relevant to them say you own a local pet food company and your advertising speaks to women in Tampa who Love dogs if I'm a man in Tampa who loves cats you might want to create a separate message

for me it doesn't matter that both Target markets can get food for their animals at your store consumers want and expect messaging that speaks directly to them or they will likely ignore you there's just too much information bombarding us at all hours of the day and night as modern humans we are subconsciously forced to screen out anything that doesn't directly apply to Us so a dog food commercial may not even register on a cat owner's radar even though you're store also sells cat food to create hyper targeted messages you have to know your target market

inside and out successful businesses get inside of the customer's mind and find out what the individual really cares about what are their pains and passions what do they desire what do they think about and what do they search for online when you can find out those tiny details you can Search more specifically and find buyers in not so obvious places for example in the how to make money business that I have I often think back to myself when I was a 12-year-old kid buying stuff from infomercials what were my desires what got me excited where

did I look for more information what words and phrases was I searching for what magazines did I read I try to figure out what my mindset was At the time if I had a wrestling product I would think back to my own wrestling days Who are the people in the wrestling Market what are they searching for what problems do they want to solve what questions do they need answered I suggest digging into your own experience to create as detailed a picture as possible for the product you are selling you want to go Way Beyond typical

demographics when answering question number one who is your target market Then when you have an accurate picture you can move on to the next question question number two where's your target market congregating remember your target market is made up of real people so you need to look at their real Behavior where do they hang out online where do they spend their time what email newsletters might they subscribe to what blogs do they read what Facebook groups are they a part of are they even on Facebook or do They prefer Instagram what keywords are they searching

for on Google what books are they buying on Amazon answering these questions can take some time and research but it's worth taking as much time as you need to develop a clear picture of where your ideal clients are directing their attention finding traffic on the internet really is as easy as answering these questions marketers try to make it complicated with all of the technology that helps Direct the traffic to certain web pages but it's your knowledge of the people in your Market that makes the technology useful I like to think of the internet as a

huge mountain and your ideal customer your traffic is gold inside that mountain your job as a marketer is to find the gold and mine it out when you start mining you're just digging around poking and prodding trying to find where the gold is you know there's gold in that mountain somewhere but You're not sure where so you're looking around trying this area and that area and all of a sudden you might dig up a few nuggets typically gold clumps together in a vein running through the mountain like a congregation so when you find a little

bit of gold you can dig deeper and find more you'll soon see that the vein runs deep into the mountain if you keep following that vein you can mine out all the gold it's worth taking the time to Do a thorough job in the poking and prodding stage because if you can find exactly where your target market is hanging out then pulling out the gold is simply a matter of putting a relevant message in front of them and directing them to your offer do some digging all the while asking the crucial questions who my target

market where are these people congregating you search for a little while and boom you might find an email Newsletter they subscribe to that's a vein of gold you're going to tap into that you might buy ads in that newsletter and try to entice all those people back to your website you might find a Blog they frequent or maybe a Facebook group they like as the entrepreneur it's your job to go out there and find these congregations there there are people you can hire to help and there are systems you can set up to tap into

those Congregations But first you have to get into the mindset of the target market and figure out where they congregate then you're ready for the third question question number three how can you get a customer to leave the congregation and check out your page if I'm in the middle of a wrestling debate on fema.com it's going to take something special to get me to leave that site and go look at something else at this point you have to figure out what offer is Special enough to entice a wrestling fan away from his favorite site how

can you divert attention away from what your prospect is currently doing I call this process The Inquirer interrupt figure 4.2 your ads must be able to grab people's attention if you want them to click over to your site did you know that the national Inquirer is one of the most read newspapers in the world they Place their publication in one of the busiest spots on Earth the checkout Stand people only have a Split Second to make a buying decision so the publication offers short two to three word headlines that will stop almost anyone in their

tracks the magazine is an Undisputed Master at interrupting your brain patterns and making you notice your job online is almost the same you are trying to engage someone who is already checking email Facebook and his cell phone at the exact same time you have to interrupt potential Customers long enough for them to click on your ad and visit your website as you start to think about what type of ads should you be placing what they should say what types of images they should use I recommend going to Google images and searching for National Inquirer headlines

you'll see hundreds of examples that you can model if you look closely you'll notice the magazine always uses a strange or unusual picture to grab the eye then it uses short Punchy headlines usually describing something weird unusual or shocking to make you curious enough to buy a copy the images and headlines interrupt whatever you were thinking about to make you pay attention to the product a magazine in our ads we place these Inquirer interrupts to grab our prospects attention and send them to our squeeze Pages our frontend offers and our bait remember that just because

you've identified who your dream Prospects are and where they are your job isn't done you still need to grab their attention and get them to click over to your website you do that through these interrupt Style ads your role as the entrepreneur as the entrepreneur for my companies one of my primary jobs is to identify where the veins of gold are located this task is not for the person buying the ads optimizing the ads or picking the keywords Etc that's like expecting a building contractor to know how to pour the foundation frame the house put

up the sheet rock and run the electricity a contractor does not need to know how to do all of those things to build a house in fact if he did do all of those things it would take 10 times longer to get the job done instead he understands the pieces that need to be in place to build a house and then he hires the Electrician to do the wiring and the sheetrock guy to put up the sheet rock your job as the entrepreneur is to understand the strategy Behind These Doom secrets and then hire the

Facebook guy to run Facebook ads and the Google guy to run Google ads to this day I've never once run a Google or a Facebook ad yet I've made Millions on both platforms I understand the strategy and then I set up systems and hire people who are great at the tactics in this way We all do what we are best at because I know this division of labor works I'm not going to go into every detail on how to run the ads in this book instead I want to focus on the strategy then you can

build a system and have your team help you to implement it in the next chapter I'm going to help you understand the strategy behind the three types of traffic and we will pinpoint your only goal when driving traffic Online secret number five the three types of traffic a crucial.com secret you must understand to experience exponential growth is this there are only three types of traffic one traffic you control two traffic you don't control three traffic you own once you understand how each type of traffic works and how they tie to together you will have the

ability to direct the right traffic to the right offers and convert the highest number possible into Buyers and repeat clients your one and only goal is to own all the traffic you can that is how you grow your list and increase your sales traffic you own I want to begin our discussion with the third type of traffic listed above because it's the most important traffic you own is the best kind of traffic it's your email list or your followers readers customers Etc I call this the traffic that I own because I can send out an

email post a Message to my followers or make a blog post and I will generate instant traffic I don't have to buy it from Google or Facebook I don't have to do any PR or SEO this is my own distribution Channel I can send out messages anytime I want with no new marketing costs I can sell things to these people over and over again and all of that money comes back as pure profit I was lucky when I first got started online to have a mentor named Mark Joiner Mark had built a huge Company online

and when I started to study under him his number one piece of advice to me was this Russell you have to build a list he ingrained that principle into my mind and it became my only focus for two to three years as my list started to grow so did my income the first month I was able to get about 200 people to join my list and I made just a little over $200 that month when I had increased my list to about 1,000 People I started to average about $1,000 per month when I got my

list to 10,000 people I was averaging over $10,000 per month and those numbers have stayed pretty consistent now that we have well over 500,000 people on the lists yes we average about $1 per month for each name on our email lists in some of the markets we're in the profit is actually a lot higher than that but as a rule of thumb when you follow the communication funnels you learn in Section two correctly you should expect to see similar results once you understand that metric suddenly list building becomes a much higher priority that's why it's

so important to convert the other two types of traffic both traffic you control and traffic you don't control into subscribers and buyers traffic that you own as quickly as possible the bigger your list the more money you make traffic you control the next type of traffic is traffic you Control you control traffic when you have the ability to tell it where to go for example if I purchase an ad on Google I don't own that traffic Google does but I can control it by buying an ad and then sending those who click on that ad

anywhere I want any kind of paid traffic is traffic you control including the following email ads solo ads banners links mentions pay-per-click ads Facebook Google Yahoo Etc banner ads native ads Affiliates and joint Ventures now I personally love traffic that I can control but my big problem is that every time I want more of it I have to spend more money so my goal is always to send any traffic that I'm going to purchase over to a type of website we call a squeeze page we'll discuss squeeze Pages a lot more during secret number 11

the 23 building blocks of a funnel figure 5.2 squeeze Pages have one goal and no distractions there's only one thing for The visitor to do on this page this squeeze page is a very simple page with one goal to convert traffic that you control into traffic that you own I send all of my paid traffic to a squeeze page and when the visitors get there they only have one option give me an email address or leave now aert percentage of people will leave but the cool thing is that some of those people will give you

a personal email address after that the traffic you control becomes traffic that You own and you can start sending the new potential buyer through your soap opera sequences secret number seven and your daily Seinfeld emails secret number eight traffic you don't control this last type of traffic just shows up and I don't have any control over where it came from or where it goes for example if if someone mentions my book on Facebook their followers May search my name in Google and they may land on some random page in my blog I Didn't have control

over any part of that sequence of events there are lots of types of traffic that I don't control including social media Facebook Twitter Instagram Google+ LinkedIn Pinterest Etc search traffic search engine optimization or SEO guest blog traffic YouTube guest interviews now just like traffic that I control my only goal with traffic that I don't control is also to turn it into traffic that I own to do this I try to Push all traffic that I don't control back to my blog if you visit any of my blogs you'll notice that the top third of my

blog is nothing but a glorified squeeze page when people go there the only real thing they can do is give me their email addresses after they do that they become traffic that I own and I can put them into my communication funnels figure 5.3 I turn my blog posts into modified squeeze pages to convert As much traffic as possible into traffic I own moving into your communication funnel up next now that you understand where you can find congregations composed of dream clients and you understand that your goal is to convert those people into traffic that

you own the next question is what do you do with the potential customers after they join your email list section two of this book will show you how we communicate with our audience It will detail what emails we send out and in what sequence we send them it will show you how to use your email list as a tool to get people to ascend your value ladder but before we get into the actual sequences that you'll be sending out secret number seven and number eight you first have to understand the attractive character section two your

communication funnel secret number number six the attractive character hey Russell I'm Building a list but nobody's opening my emails nobody's clicking on my links nobody's buying what I'm trying to sell what am I doing wrong people who started mycom Secrets course used to express this same thought all the time business owners often get behind the idea that they should be averaging a dollar per month for every person on their list so they focus on growing their list yet feel stuck and frustrated when they don't see results can you relate to that At all in my

experience The Missing Link is this concept of the attractive character AC it's about the Persona you're sharing with your audience and how you communicate with your list most people either don't bother to create this character or they don't do it correctly so I want to explain the process to you now it's one of the most important steps you can take when it comes to making sales Once you intentionally create your AC your business will change forever an attractive character is not someone who is extraordinarily good-look although they might be what I'm talking about here is

a Persona that attracts clients or customers and helps you build your following to eventually make sales an attractive character allows you to build a platform anywhere you want whether on email Facebook or YouTube it doesn't matter where you show up your AC will Draw people to you the first time I learned about personas and characters I was at a marketing seminar and heard John elenis speak if you look up his name you'll find he teaches men how to get women to approach them in other words he teaches guys how to pick up chicks I remember

he explained how the concept of attracting women was very similar to attracting customers and making sales if a guy wants a woman to be attracted to him there are certain Things he needs to do and they are the same things you need to do if you want clients and customers to be attracted to you in your business he said entrepreneurs need to create an attractive character this was the first time I had ever heard anyone talk about this idea I listened to him talk for an hour and it made a huge impact on me and

my company think about any business online or offline most successful ones have an attractive character front and Center take Subway for example Subway used to be just another fast food restaurant like McDonald's Burger King and all the rest then somewhere along the line the company found this guy named Jared he was a big guy who weighed over 400 lb however he started eating nothing but Subway twice a day and over the course of a couple of years he lost a ton of weight Subway shared Jared's story with the world they put him in commercials on

Billboards Everywhere by making Jared their attractive character Subway transformed its business from an average fast food restaurant to a weight loss plan this new tactic completely set the company apart from the competition one of the reasons that Subway does so well is because it focuses marketing tactics around an attractive character people trying to lose weight can relate to Jared they understand his backstory and they want to be like him if this guy Could lose all that weight just by eating Subway twice a day then they can too this same guy has been bringing in business

for Subway for over 15 years now think about your favorite movies what was the last movie you saw did you see it because you thought the story line was intriguing or did you go because one of your favorite actors or actresses was in it movies use attractive characters because those ACS Bring in the customers a great example of that concept is the movie Oceans 11 when I saw the lineup for that movie I had no doubt it would be successful producers brought in 11 attractive characters actors who viewers already loved put them together in a

movie and boom instant hit maybe you're not a big Brad Pit fan but you love everything Julia Roberts does so you go see the movie because she is the attractive character you relate to this Is why sequels and franchises work so well generation after generation if you loved Harrison Ford as Han Solo in 19 1977 you probably paid to see all the Star Wars sequels and Raiders of the Lost Arc too and guess what nearly 40 years later guess who showing up again to bring you a little more Han Solo it's amazing to think that

one mediocre movie created over a generation ago can still pack the theaters and sell tickets by the Millions That's The Power of attractive characters we love them we want to be like them we relate to their stories and we buy what they're selling this is one of the big secrets behind the most successful online businesses in the most competitive markets like weight loss dating Financial investing supplements and e-commerce all these types of businesses can use an attractive character I started noticing how this works in my Own business when I started speaking at seminars and selling

products from the stage the first few times I spoke I was still in school at Boise State University I was a student athlete in the wrestling program and that information would come out when I told my story from the stage I talked about wrestling and coaches and lessons I'd learned from the sport when it was time to sell at the end of the presentation I noticed that the people Who came to the back to buy my product were mostly male athletes they would say hey man I played football in college or hey I'm a lacrosse

player I didn't realize it at the time but my story was promoting an attractive character that other male athletes could relate to interesting a few years later my wife and I were trying to start a family like so many couples these days we had some trouble getting pregnant we went through a long process but after a few months With a fertility doctor we ended up getting pregnant with twins I remember speaking at a seminar and for some reason I felt like I should tell that story I was kind of nervous because I didn't usually share

intimate personal stories but for whatever reason I did share that story with the audience and tied it back to my presentation then I went through my sales close as usual when I looked at the back of the room something weird Happened the athletes were still there but now there were wives mothers and families buying my products too I thought how interesting I shared something about my family and suddenly there's a new segment of the audience attracted to that that part of my Persona this new audience segment suddenly felt they could relate to me so they

had enough trust to purchase from me that had never happened before I remember another time When my company was launching a product called micro continuity before we released the product we had done a few workshops teaching the system to people one student Joy Anderson launched a very successful micro continuity program which is still successful today when it came time to Launch the product I decided I was tired of telling my story so I decided to tell Joy's story instead so we launched the product and sold over 8,000 units grossing over a million dollar in sales

in Just 2 weeks a few months later we had a workshop for people who had bought the program I remember being amazed as I looked out over the audience and saw 50/50 split of men and women typically my workshops are about 90% men but this one was totally different at the end we surveyed the attendees to find out why they had come to the workshop almost without exception all the women said I want to be Joy Anderson I kept seeing examples of this trend the people who related to my stories were the ones who bought

my products so a few years ago I started teaching this concept of the attractive character the students who implemented what I'm about to teach you here totally transformed their businesses all of the major success stories for many of our coaching programs got results by building huge Brands and platforms around an attractive Character this concept can mean the difference between making $11,000 a month and making 100,000 a month how attractive are you how interesting are you why would someone tune in to watch a TV special about your story you might be thinking but I'm not that

interesting I promis that I didn't feel very interesting when I first started out either but if you find ways to share your backstory you can make it compelling and people will follow you Because of a personal connection there are three components to creating an attractive character elements identity story lines you need each of these components to round out a character people will like and follow in the upcoming chapters we will discuss how to introduce the facets of your attractive character to your audience but for now you need to focus on building out your own attractive

Character profile we're going to go through that process in detail right now the four elements of the attractive character one backstory every good attractive character has to have a backstory it's essential if you want results if you turned on the TV and saw Jared sitting there eating a sub what would your reaction be you'd probably think something like who's that annoying skinny guy just sitting there eating Subs all day without knowing his backstory of amazing weight loss you would be unable to relate to him he'd just be a dude eating subs but if you see

Jared's backstory pictures of him at 425 lb and 190 lb and then see him eating subs it's a whole different story you might think I'm just like he was if he can lose all that weight just by eating subs maybe I can too I want to be where he is do you see the difference in a potential customers reaction you share Your backstory because you want people to see where you came from if they can relate to where you came from then they will want to follow you to where you are now if they don't

see the backstory potential customers won't follow you or listen to you you'll seem Untouchable you won't seem real to them however if they see that you were once in a similar situation then they instantly identify with you and will follow you your story has provided a hook you can then lay out The path and they will want to follow that path the key is that the story has to relate to the product you're selling somehow if you're selling a weight loss product you want to talk about a weight loss backstory if you're selling investing advice

you want a financial backstory does that make sense now if you don't have a backstory that relates to your product that's okay you can find someone else's backstory and use that Instead this is what I did when I shared Joy Anderson's story and suddenly became attractive to female buyers your students your case studies your successful clients those are all resources for relatable backstories and attractive characters the owner of Subway wasn't the guy on TV eating subs all the time right it was Jared he was the Chain's success story so he became its attractive character your

attractive character does not have to be you but a Backstory is essential two attractive characters speak in Parables parables are little stories easy to remember that illustrate a relevant point if you've been following me for a while you know I tell lots of stories or Parables for example when I taught my expert Secrets course I needed a way to show people that they can make money with any of their talents or skills so I shared the story or parable about the First product I created a DVD about how to make potato guns now there is

a lot to that story that I won't cover here in this book but it illustrates the fact that you can create and make money selling your experience or expertise in almost anything I have other Parables that I use to teach the core principles that I want and need my customers to understand think about other teachers you've had in the past those who had a great impact on your Life my guess is that if they had a lasting impact on you it's because they taught you by using amusing and memorable stories a parable is a story

about something that happened in your attractive character's life most people let life pass them by and they don't stop to take note of the interesting things that happened to them but you're different you have the ability to use the things that happened throughout your life to teach and Inspire others as well As sell products here is another example of a parable I use almost every time I sell something my college wrestling coach's name was Mark Schultz I had just moved into the dorm and gone to my first practice where I had an awesome time meeting

my teammates and the coaches that night there was a knock on my door when I opened it there stood coach Schultz he had brought me a videotape of his own wrestling footage I thought that was pretty cool but before he left he Asked me for my wallet when I gave it to him he opened it took all of my money out and handed me back an empty wallet I was kind of confused but too nervous to say anything he then told me Russell if I gave you that tape for free you'd never watch it but

because you've paid for it now you made an investment now I know you're going to watch it and learn from it and he was right because I had made that investment I did watch the tape over and over again And I became a better wrestler because of it that's the day I learned the power of investment now I share that Parable almost anytime I'm going to ask somebody to make an investment with me because I know the potential customer wants success but I know they can't have it unless they make that investment do you see

how sharing a parable like the one about Coach Schultz is more powerful than just telling someone he needs to Make a personal investment look through your life and I promise that you'll start finding these little Parables that can help illustrate important points you can also draw Parables from the lives of others just know that when you stop teaching facts and start teaching through Parables your messages will stay with an audience longer three attractive characters share their character flaws this next element is one that most people really struggle with sharing but It's one of the most

important ones to share because it makes you relatable and real you need to understand that every believable three-dimensional attractive character has flaws think about your favorite characters in movies books or TV shows every character that you bond with emotionally as flaws right one of my favorite examples is Superman he's the man of steel he's Invincible nobody can kill him as a storyline it's not very exciting but When you introduce Kryptonite and is concerned for the welfare of his family suddenly he has vulnerabilities and flaws he becomes an interesting character that people care about no one

wants to hear about the perfect person because you can't relate yet most of us try to put on a perfect facade for our audience audiences thereby alienating the real men and women we are trying to reach conversely as soon as the audience knows you're not perfect that you have Character flaws then they will start to empathize with you they'll like you more because you are like them not perfect four attractive characters harness the power of polarity another challenge people face when communicating with an audience is trying not to offend anyone so instead of being a

relatable person speakers become Bland and stay neutral on many topics only sharing safe things everyone will love here's the problem while that sounds like the logical thing To do appeasing everyone the problem is that being neutral is boring when an attractive character tries to win the votes of everyone they end up reaching no one instead attractive characters are typically very polarizing they share their opinions on hard matters and they stick to their guns no matter how many people disagree with them they draw a line in the sand and when they take a stand for what

they believe In they split the audience into three camps those who agree with them those who are neutral and those who will disagree with them as you start to create that polarization it will change your fair weather fans into Die Hard fans who will follow what you say share your message and buy from you over and over again one of the best examples of this concept is Howard Stern he's very polarizing people either love him or they hate him yet as you can see from His following on serious radio and his role on America's Got

Talent people are listening think about the podcasts you listen to think about the blogs and books you read do the attractive characters you have bonded with and follow have a polarizing effect on you are there people you still follow and listen to even though you can't stand them or their messages it's very interesting that we will spend as much time listening to talking about and Sharing things from people that we despise as we do treasuring the wisdom from our favorite people yet if any of those characters weren't so polarizing chances are you wouldn't even know

who they were being polarizing is kind of scary sometimes it is scary knowing that once you start sharing your opinions there will probably be a group of people who disagree with you and will voice their opinions online if you search for me online You're going to find out there are people who love me and people who hate me that's just the way it is if you're neutral no one will hate you but no one will know who you are either as soon as you start taking sides on important issues you'll develop haters but you'll also

develop a group of Raving fans those raving fans are the people who will buy your products and services if nobody's talking about you then nobody knows who you are it's time To step out of that neutral space and start sharing your opinions bring the things you care about into the open identity of an attractive character your attractive character will typically take on one of the following types of identities you get to pick which one you want to be and once we go over the choices the right one will probably jump out at you when you

get your identity together it's going to shape how you communicate and interact with your Audience the leader the identity of the leader is usually assumed by people whose goal is to lead their audiences from one place to another most leaders have a similar backstory to that of their audiences and therefore know the hurdles and pitfalls the audience members will likely face on the journey to get ultimate results usually the desired result has already been achieved by the leader and his audience has come looking for help along that same path I Am sure that there are

leaders you follow in different aspects of your life and this may be the role that will be the most comfortable for you when communicating with your audience the adventurer or Crusader the adventurer is usually someone who is very curious but he doesn't always have all of the answers so he sets out on a journey to discover the ultimate truth he brings back Treasures from his journey and shares them with his Audience this identity is very similar to the leader but instead of leading his audience on a journey to find the result he is more likely

to bring back the answers to give them the reporter or evangelist this identity is often one that people use when they have not yet blazed a trail to share with an audience but have a desire to so they put on the hat of the reporter or evangelist and go out to discover the truth typically people who use this Identity interview dozens hundreds or even thousands of people and share those interviews and all they've learned along the way with their audience this is the identity I used when I got started I didn't know a lot about

Marketing Online myself so I started interviewing people I became a reporter Just Like Larry King or Oprah because I started interviewing all these cool people and sharing their stories and lessons I started building an Audience of my own people kept seeing me with these other high-profile people and over time I became associated with them my status went up because I was constantly in the company of high status people the knowledge and credibility I gained from being a reporter naturally evolved into my coaching career becoming a reporter is a great way to start a business in

a niche you don't know much about the reluctant hero this is my personal identity now and typically the One that I try to share with my audiences this is the humble hero who doesn't really want the spotlight or any fuss made over his discoveries but he knows the information or the secrets he has are so important that he must overcome his shyness and share them with the world there's a moral duty that compels him to share all he knows many of you may feel this way naturally the spotlight is uncomfortable but you know you need

to be there if that's you the Reluctant hero is the perfect identity for you play the part leader Adventurer reporter or reluctant hero you probably identify strongly with one of these four archetypes determine which type is a good fit and build out your attractive character using the traits for that identity if you're an adventurer tell stories of Adventure if you're a leader tell stories about where you've been and where you are going if you've chosen the right identity for you it should be Fairly easy to take on that role if you're struggling to create your

AC perhaps you should take another look at your identity attractive character storylines stories are a great way to communicate with your audience and there are six basic storylines that businesses use over and over again in emails sales letters landing pages and other Communications we use them because they work each one is crafted for a specific Purpose once you learn how to utilize these storylines you will see for yourself how powerful they are and want to use them over and over in different ways let's go over the basic plot structure of each one loss and Redemption

I had everything I was on top of the world life was great then blank happened I had to figure my way out of blank but it turned out to be a blessing in disguise because I went through blank and I learned SL received blank now I Blank loss and Redemption stories are very powerful because they show the upside of going through hardship or meeting challenges if you have your own loss and Redemption story great if not you can always borrow one from one of your followers or even from the mainstream Media or a movie you

like us versus them you want to use Us Versus Them stories to polarize your audience remember the power of Polarity using these types of stories will draw your raving fans even closer and give them a rallying cry Against The Outsiders I often call out the talkers versus the doers on my list I want people to make a choice about who they are because if they're with me then they will be doers continuing to ascend with me before and after first I was blank now I'm blank these are stories of transformation and they work great in

any market for example in the weight Loss Market you might say first I was fat then I tried program X now I'm skinny or try this with the dating Market first I was lonely and unattractive then I got program y now I've got chicks all over me here is a transformation for the making money market first I was dirt poor living in a box under a bridge then I tried product z now I have a mansion in Beverly Hills these stories are pretty self-explanatory and simple to write In fact you can often tell the whole

story with just pictures but don't let the Simplicity fool you these stories are powerful motivators and you should use them often amazing Discovery oh my gosh you guys wait till you hear about this amazing new thing I just discovered you're not going to believe it but I Hint it out of the park on my first try I wasn't sure it would work but it's amazing you've got to try it these stories are huge for selling webinars And teleseminars because they help people believe that the answer they have been searching for is finally available to them

secret telling I've got a secret if you want to find out what it is you need to do blank this is my favorite type of storyline my whole company. com Secrets is built around secret storylines the lore of Secrets draws the reader into your funnel and up your value ladder third person testimonial Sharing other people's success with your products and programs provides powerful social proof get as many third-person testimonials from your customers clients and students as you can then sprinkle them liberally throughout your stories or use them as Standalone stories in case studies let's review

it's time to get started creating your attractive character when I say create I don't mean make it up I mean to zero an hon a story and personality you or one of your Clients has it's real start assembling your identity your stories your flaws and your Line in the Sand most entrepreneurs never think about this vital communication tool and even if they do they don't put in the time and effort to do a good job creating a believable Persona like I said before creating your attractive character can mean the difference between making $11,000 a month

and 100,000 up next now that you understand The strategy behind the attractive character let's shift the focus back to how we can use this tool to communicate with your audience and help them to ascend your value lad naturally secret number seven the soap opera sequence when somebody joins your list for the first time it's essential that you quickly build a bond between them and the attractive character the way you introduce your character can mean the difference between a subscriber Opening your emails consistently or hitting the delete key for years I tried dozens of ways to

build a quick relationship with people after they join my list but I always struggled until I learned a concept called the soap opera sequence from one of my friends Andre chaperon if you've never watched a soap opera before the stories rely on open-ended high drama episodes that hook the viewers in and keep them coming back every single day to find out what Happens next the programs are continuous narratives that never conclude the characters are always either getting into trouble or getting out of trouble fall falling in love or breaking up heading to jail or escaping

dying or magically reappearing if you relate to the characters you can't help but get sucked into the drama and want to know what's coming next we're going to use the same story structure and elements to create Your opening email sequence the goal is to create an instant bond between your attractive character and the person reading the email if your first email is boring you're done they probably won't open the next one but if you give them something interesting and hook them with an open story line in the first email then they will look forward to

the next one and the next and the next in your soap opera sequence you're going to introduce your attractive character and Build up an open-ended dramatic story that draws the reader in there are a few different ways you can do this for example I've seen sequences that Andre has built out that have 40 or 50 emails I've never had the time or patience to be able to do that so instead I built out a simple 5-day soap opera sequence that I send out when someone joins my list the key to making this sequence work just

like a soap opera is you have to open and close Loops that will drag your reader from one email to the next for example I may tell readers in the first email that I discovered the secret to getting rid of their nerve pain Forever Without expensive pain medications or side effects but instead of telling them all the details I merely open that Loop and tell them I'll give them the secret tomorrow then in the second email I will give them the secret but then I open a new Loop that pulls them into email number three

I'm sure you've seen directors do this on soap operas or reality shows the tactic pulls you from commercial break to commercial break from episode to episode you see it every day on TV now it's your turn to become a master at it with email let me walk you through the five email soap opera sequence that readers get when they join my lists it's simple and it works to build a relationship with the attractive Character fast in this example someone just joined my list by filling out a form on a squeeze page requesting more information about

becoming an expert and the product I'm going to be selling them in this series is called expert Secrets email number one set the stage this is the first email a thank you note that people receive the minute they sign up for your list it sets the stage for the emails to come and lets people know what to expect are you going to email them Once a day twice a day or once a week for this first sequence I recommend once a day for the best results here's an example subject DCS ch15 body hey this is

Russell and I want to officially welcome you to my world about 10 years ago I started my first online business while I was in college selling potato gun DVDs and this little hobby became my obsession I started selling all sorts of things online and have become a student of Marketing my other businesses are where I test and try stuff out Secrets is where I share what I've learned my goal is always to give away better stuff for free than what other people charge for in fact tomorrow I'm going to do just that yes I'm going

to let you go through one of my best products for free and then only pay me if you think it's worth it but only if you open the email when it comes Yes you heard me right I want our Relationship to start out great so I'm going to W you with so much value that you'll feel obligated to buy stuff from me in the future just kidding kind of sound good cool then look for that email tomorrow thanks Russell your new marketing buddy Brunson PS the subject line is DCs ch25 the day my education failed

me so look for it email number two open with high drama okay if you did a good job opening A loop in email number one then the reader will be anxiously waiting for your next email to come in for me this is where the story selling process begins I learned from Deon Smith that you always start any good story at the point of high drama most people mistakenly start their stories at the beginning but usually stories don't get good until the middle so it's better to start at the good part and then you can go

back and fill in the backstory after Readers are hooked backstory once you have their attention with emotional drama you're going to go back and tell them the backstory tell them the events that led up to the high drama moment how in the world did you get yourself into such a predicament typically your backstory is going to take you back to a similar spot the readers may be in now if you're helping them to lose weight you take them back to when you were overweight if You're teaching them finances take them back to a time before

you were successful you want to bring them on a personal Journey with you this backstory will lead up to a spot where you got stuck and hit a wall usually this is where the readers are in their lives right now they are stuck and that is why they are open to your answers you explained to them how you hit that wall and then found the answer but don't give them the answer yet just open the loop And promise to close it in email number three here's an example subject DCS ch25 the day my education failed

me body how did I get here I sat in the middle of a full Auditorium feeling a little confused that after everything it would all end here like this I had been blindly following the status quo for 15 years moving towards one goal only to find out the whole thing was a lie I looked to my left and I looked to my Right and I saw hundreds of others in the same situ situation as me only they had Smiles on their faces didn't they know what was about to happen to us it was Saturday May

14th 2005 it was the day I was finally graduating from college the day my parents had told me about for years you need to get a college education so you can get a good job sure tonight there would be a lot of celebrating but what about the next Morning that's when we all had a chance to meet the real world and as we quickly found out it's not very nice or forgiving for most of the people who graduated with me if they were able to find jobs they were going into entry-level jobs making $30 to

$40,000 a year barely enough to cover the monthly payments for their student loans loans which by the way are nism missible even if you declare bankruptcy the chains of debt and a job Market that can't pay enough to cover the costs of our education is what we each inherited when we stepped into the real world so when I looked around and saw them all smiling on graduation day at first I was confused not for me but for them because for me I knew what my next step was just 2 years earlier I had stumbled on

a cool way to take the things I was good at in my life and turn those things into a business this was a business that had Made me $250,000 my senior year in college and would go on to make me over a million within just one year of graduation would you like to know what I found out are you interested in how I was able to get my idea up and running with literally no money while I was going to school wrestling and spending time with my new wife if so then look for my email

tomorrow I'm going to show you the Epiphany I had but more Importantly I'm going to explain how you can use it to get similar results in your life so look for tomorrow's email the subject line is DCS ch3 of5 expert Secrets thanks Russell wish I had my tuition back Brunson P.S I almost forgot I told you yesterday that I was going to give you my best product for free you can get it here but please don't share it with anyone else this is for my faithful subscribers only www. expertsecret.com Sfree access equals my best product

this course has made more of my students independently wealthy than anything we've ever done in the past so go sign up for the training now and let's see where it could take you talk to you tomorrow email number three Epiphany now it's time to start bringing in the dawn you have an epiphany you realize something you hadn't thought of before maybe it's something that was right in front of you the whole time It's the moment that everything turned around for you by now the reader is so hooked in they want to know and hopefully buy

your solution most of the time your Epiphany email will lead back to your core offer whatever you're selling that solves the problem my Epiphany was I needed to build a list and that's when I learned about underscore underscore uncore underscore uncore uncore uncore uncore uncore uncore uncore uncore uncore uncore Uncore uncore uncore I had to get a support system to help me get over my addiction that's when I found underscore underscore uncore _ underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore I had to address the emotional roots of overing and

that's when I discovered underscore underscore Underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore The Epiphany ties into the solution you're selling if you're selling someone else's product it's enough to say your Epiphany led to the discovery of the product here's an example subject DCS ch3 of5 expert Secrets body I was sitting in my college Classroom doing the math and trying to figure out how much my college professor was making per hour I assumed he was making about $50,000 per year my estimate may have been low or high I

have no idea if he was working 40-hour weeks then he was probably making about 25 $5 an hour I then looked at a how a book I had bought the night before I had paid $50 for the book and I thought it was awesome I knew the person who wrote the book had said that he sells on Average 100 copies of that book per day 100 copies I was doing the math and at $50 per book he was making about $5,000 per day or $1,825 th000 per year but the crazy part is the guy only

spent a few days writing the book it was 90% pictures and just 10% text and when he was done he never had to write it again the book did the teaching for him he was able to create it once and then get paid for it over and over again that's when I realized I Didn't want to sell my knowledge by the hour like my professor was doing I wanted to sell it like this author and so that's what I did and by my senior year in college I had made about $250,000 and within a year

of graduation I had made over a million and I did this all by focusing on one thing selling my knowledge the right way would you like to know how I did that if so I just posted a video online that will show you how I took $20 and a simple idea and Turned it into a million dollar a year how to business I posted the video here www.expertcare.com go check it out and let me know what you think thanks Russell Bronson PS tomorrow I want to show you a few hidden benefits that being an expert

will give you benefits you probably don't even know exist look for that email tomorrow email number four hidden benefits in this email you want to point out benefits the reader is getting by knowing you and Following your plan or by using your product you want to focus on benefits that probably aren't is obvious this gives you another reason to email them and it gives the prospect another chance to build an even stronger bond with the attractive character this email will point out the hidden benefits they may not have thought about before sure you're going to

make more money but you also get more freedom to travel sure you're going to lose weight but you'll Also live long enough to enjoy your grandchildren sure you're going to be able to work from home but did you realize you'll be able to take vacations whenever want often it's the hidden benefits that really grab the reader and move them to take action so you want to come up with Parables stories that demonstrate those hidden benefits show them how you can take time off whenever you want and explain how that makes you feel when the reader

thinks man I want That for myself that's when they click the link and buy your products here's an example subject DCs ch45 the hidden benefits body when I first became an expert I was concerned because I didn't have any credentials degrees or anything I just knew that what I showed people worked and I wanted to share it but what caught me off guard was how helping people get what they want in life actually changed the quality of my own life sure I started to Make a lot of money but more importantly each person I helped

open up new doors for me through my expert business I've been able to travel around the world and meet cool people like Tony Robbins and Richard Branson but the real hidden benefit has been the Fulfillment I get when I see someone else changes or her life and that is what this business really is about for me I'm guessing if you're here then it's probably the same thing for you too am I right if so then You need to sign up for my expert Secrets course normally I charge $33,000 to attend but I'm going to do

two cool things for you I'm giving you a huge 90% discount you're only going to pay if you like it yes that's right you get to come sign up attend get all of my best ideas and then if and only if you love it will you pay and if you don't like it for any reason then you're getting it for free does that sound more than fair cool then go get your ticket for our upcoming Event it's happening this Thursday here www.expertcare.com thanks Russell Bronson email number five urgency and CTA this is usually the last

email in my soap opera sequence it's not the last email I send people it's just the end of my introduction the goal is to give the reader one last push to go take action right now you do that by adding urgency into the equation and then using a call to action CTA up to now you've been casually using ctas but in this last email you want to light a little fire under readers what legitimate reasons can you come up with that would make them need to take action right away your webinar starts tomorrow you only

have 10 seats left at your event you only ordered 1,000 books and most of them are gone you're pulling the video offline whatever the reason it needs to be real fake urgency will backfire on you and you'll lose all Credibility just think of a reason why you might run out of whatever you're selling if it's an evergreen product then create a special sale that ends soon or give readers a coupon that expires in 24 hours be creative there's always some way to create real urgency here's an example subject DCS ch5 of5 last call Body I've

been talking about my expert Secrets class this week and how you can get a ticket for free but that special Offer is going away today yes if you read this email tomorrow then I apologize because it will be too late if you take this class later you'll have to pay at least $300 but I might put it back to its full ticket price of $3,000 by then as well haven't decided yet but if you want to take me up on my try Before You by offer and go through the entire 514 hour training before you

spend a dime then go get your ticket as AP here Www.expertconsult.com three and so on the emails themselves should be easy to read and fast to scan so use one or two sentences per line add in lots of white space do not use long paragraphs that slow people down I like to write out the basic structure elements first then I fill in the juicy details and emotional hooks you probably noticed a couple of other things in the example emails first I use loads of person ality this is the reader's introduction to my Attractive character I

want people to bond with me and be entertained I don't try to hide who I am and along those same lines you may have noticed some grammatical errors why didn't I fix them remember your attractive character needs flaws so people can relate that goes for your emails too I'm not telling you to put errors in on purpose but if they happen don't freak out and please don't let let fear of making a mistake keep you from Sending out the emails at all if you follow the soap opera sequence style you're going to be amazed by

how much more successful you were early on and as long as you continue to send emails to your list to make it easy for you to get the hang of this I've created a special soap opera email template you can download and use over and over again by using this template you'll never forget any of the major elements and you'll save a ton of time when writing emails To download go to www.com Secrets book.com resources Soo templates up next so you've got your soap opera sequence set up now what how should your attractive character communicate

with your list going forward I'm glad you asked you're going to use what I call Seinfeld emails that's the next secret secret number eight daily Seinfeld sequence Russell an NBC the executive so what have you two come up With Jerry well we've thought about this in a variety of ways but the basic idea is I will play myself George interrupting may I Jerry go ahead George I think I can sum up the show for you with one word nothing Russell nothing George smiling nothing Russell unimpressed what does that mean George the show was about nothing

Jerry to George well it's not about nothing George to Jerry no it's about nothing Jerry well maybe in Philosophy but even nothing is something Jerry and George glare at each other the receptionist enters Susan what's the premise Jerry well as I was saying I would play myself and as a comedian living in New York I have a friend a neighbor and an ex-girlfriend which is all true George yeah but nothing happens on the show you see it's just like life you know you eat you go shopping you read you eat you read you go shopping

Russell you read you read on the show Jerry well I don't know about the reading we didn't discuss the reading Russell all right tell me tell me about the stories what kind of stories George oh no no stories Russell no stories so what is it George showing an example what did you do today Russell I got up and came to work George there's a show that's a show Russell confused how is that a show Jerry well uh maybe something happened on the way to work George no no no nothing happens Jerry Well something happens Russell

well why am I watching it George because it's on TV Russell threatening not yet George okay uh look if you want to just keep on doing the same old thing then maybe this idea is not for you I for one am not going to compromise my Artistic integrity and I'll tell you something else this is the show and we're not going to change it to Jerry right yes that was the dialogue from one of my all-time Favorite TV shows Seinfeld This was the episode when George and Jerry were trying to pitch their idea to NBC

about starting a show about nothing it was funny because the show Seinfeld actually was a show about nothing when I first started growing my list I really struggled to send emails what did I have to say that was important enough that people would want to open and redit so I started focusing on writing great content packed emails That often took days to write I thought that was the answer but I later discovered that after someone had gone through my soap opera sequence and bonded with the attractive character content wasn't what they responded to what the

readers responded to was well nothing image my emails switched from 100% content to 90 % entertainment and just 10% content and my readership opens clicks and sales all skyrocketed with the change you want your attractive Character to be fun and entertaining that's how you're going to write your daily Seinfeld emails that's right I recommend sending them daily after your initial soap opera sequence is finished I know a lot of people get very nervous about how often they email their lists I used to feel that way too I used to email once a month and my

response rates were horrible so then I started emailing twice a month and guess what I more than Doubled my income then I decided to email once a week then twice then every other day and what I found now is that if I don't email my list every day I lose money every day I strongly recommend emailing every day and if you do it with the Seinfeld style I'm going to show you now readers won't get annoyed because they will be so entertained the secret to keeping your subscribers happy to hear from you every day is

Using the Seinfeld format be entertaining just talk about your day what's going on in your attractive character's life what happened that's embarrassing how are you getting through the holiday season where are you planning your vacation this year what did you buy recently that you regret what did you buy recently that you just adore what made you scream with rage yesterday that you're laughing about today what crazy Antics did your kid or Your dog get into yesterday what funny thing happened in your past that teaches a lesson these are emails about nothing just random episodes and

entertaining stories except they have a purpose the goal is to lead people back to whatever you're selling it might be your core offer or some other product or service it might even be someone else's product every story needs to relate back to something you're selling that's the secret that's how you make money if you Just send out entertaining emails and don't tie in your products or Services you won't make a dime not even if you're the best Storyteller in the world every email and each story must be tied back into some type of offer for

your audience let me show you an example of some Seinfeld emails and how I tied a story back into the product I'm selling both these examples made over $100,000 each when they were sent out to my list they are both great examples of emails About nothing example number one subject true story he flushed $20 million down the toilet today body so yesterday we had a guy apply for my ignite program I saw his app come through and I was actually really excited because he is in the golf market now I'm no golfer but I've got

a lot of friends doing $20 million plus in the golf Market online I saw his product and knew it was a home run so the coach who was going to call him back asked me for my opinion on his Business before she called him and I sat down for 10 minutes and pulled up the following his three major competitors every site competitors were successfully buying traffic from the top three converting ads for each of his competitors the sales funnels that were converting and the main reason is was not I then showed her the two media

buyers I use if I were in the golf Market both can send over 1,000 sales a day Consistently armed with this information she called the guy up he was a little cocky and rightfully so he'd sold over 100,000 units of his product on TV yet for some reason he couldn't figure out this pesky internet thing she started sharing some of my ideas with him and then he stopped her look I've read 20 books on internet marketing there isn't a single thing WR Russell could teach me that I don't already know so she tried to explain

look you could Read a million books on Jo Jitsu but that's not going to help you in a street fight I thought that was pretty funny but what happened next was just sad he said well Russell doesn't know anything about Golf and then he hung up now while he was right about me not knowing anything about golf I know everything about selling golf stuff online I've been doing this for over 10 years now I've personally trained over 2,500 companies in my office here in Boise I've worked with a lot of golf guys and one golf

gal I've worked with people in just about every Market I can think of except bowling I've never had someone teaching bowling come to me which makes me sad because bowling is my third favorite sport after wrestling in jiujitsu anyways for about everything else I can think of I've mapped out a funnel sh the client what they were doing wrong introduced them to my media buyers advised them on which sites to Buy ads from and instructed them on what they should be spending to acquire a customer in their specific Market I then usually introduce the client

to the gurus I know in those areas after speaking on Dan Kennedy's stage for six years I have met most of the gurus in most Industries and my position makes it easy to find connections for others those are the things you can't learn in a book those are the things we bring to the table for our ignite people my goal For that group is not to teach them more stuff it's to make them more money anyway if you've got a golf product let me know because I've got a killer $20 million a year blueprint that

this dude just flushed down the toilet because of his arrogance or ignorance either way he lost out you can just plug in and run with it or if you sell well almost anything else I'd love to help with that too our next Inner Circle meeting is here in Boise in May if you'd like to Come you've got to act fast you can apply here HTTP colg goodnight do.com secrets.com oh and we only accept cool people if you like to flush money down the toilet please don't apply thanks Russell Brunson example number two subject giio Jitsu

is like wrestling for old fat guys and other marketing stuff body so tomorrow I'm fighting in a giio Jitsu tournament for those of you on my list who don't know what jio Jitsu is it's Kind of like wrestling for old fat guys which is great for me because while I still look like I'm 13 I actually getting a lot older 34 years old now and fatter 30 lb heavier than when I was wrestling anyway I have weighin in a few hours and as of right now I'm still 7 lb 's overweight good thing I'm a

wrestler and have some awesome weight cutting skills in fact I just found my old weight cutting clothes this morning check them out yes they are a little Tight but my three-year-old told me I look like a ninja so they can't be that bad right anyway in about an hour I'm going to go to the wrestling room and within 30 to 40 minutes I'll lose all 7 lbs then tomorrow I get to step onto a mat with a bunch of younger fat guys whose only goal in life is to choke me out or to break my

arm whichever comes first I'm so so so so so so excited so why do I tell you this because this week we did well over six figures in sales Not this month this week and we did it without any product launches without any Affiliates and while that is a pretty normal week for us this week was special because we also did it without me actually being in the office yep you guessed it I spent most of this week in the wrestling room getting ready for the tournament this weekend yet we still did six figures in

sales while I was gone would you like to learn how I did it would you like to see How you build a business that can run just as well when you're gone as when you're there are you ready to take your company to the next level if so I've got good news for you as long as I don't end up in the hospital after my match this weekend I'm going to be coming into the office next week that gives me time to work personally with two more people to help build out their funnels the same

type of funnel we use to pull in six figures a week like clockwork if you're Ready to take your game to the next level and create a business that can truly give you time and freedom to do other things you love then let's get on the phone and figure out how we can work together sound good if so then you can apply here HTT P p/g goodnight do.com secrets.com oh and if you're looking for a get-rich quick scheme this isn't it if you're looking for a work hard and build an awesome company scheme then I'm

your man Okay I'm off to cut weight wish me luck this weekend thanks Russell Brunson PS I already know that it's not healthy to cut 7 lb in under an hour so no emailing me telling me it's not healthy I'm pretty sure that stepping onto a mat with someone 30 lb heavier is a lot less healthy than me losing 7 lb of water in an hour haha do you see how Seinfeld emails work do you see how the story eventually ties into a product that's how your attractive character is going To communicate with your list

in every email you send after your soap opera sequence it's fun and once you get the hang of it the writing goes pretty fast you can even dictate the email email record it on your phone and then send it to your assistant to be transcribed one thing I should note here these are broadcast emails not autoresponders soap opera sequence emails are set up to be an autoresponder sequence that means after someone signs Up they get email one on the first day then email two on the next Etc sign Feld emails are different after someone has

completed your soap series they should be moved to a broadcast list where they will only get the Seinfeld email that you send out that day Seinfeld emails are typically not lined up in a sequence that everyone has to go through that doesn't mean you can't write them ahead of time and schedule the broadcasts in your email provider but typically they Are tied to relevant things happening in the life of the attractive character as they are happening lastly these emails do double duty when you put them on your blog people often ask me what they should

write about on their blogs and I always tell them simply to copy and paste their daily Seinfeld email it's quick easy and consistent blog content that leads people to a sale let's review your soap opera autoresponder sequences your attractive characters introduction To your new subscriber if you follow the outline I provided you'll notice an increase in your sales simply because people can relate to your backstory and Epiphany after they read about it Seinfeld emails continue the conversation on a daily basis the goal is to be fun and entertaining while you sell stuff you can get

started with this right now go download your soap opera sequence template and write your first five Emails then start writing your Seinfeld emails and loading them into your email provider if you get stuck for ideas my team has compiled a list of writing prompts for you download them at www.com Secrets book.com resourcesin Feld up next now that you have seen how we communicate with the traffic that we are bringing into our funnels it's time to shift Focus back to building your sales funnel section three is called funology And we'll discuss the strategies behind building your

successful sales funnels section three funology leading your customers to the sale over and over again secret number nine reverse engineering a successful funel before I start to build out any new sales funel the first thing thing I want to do is find other people who already have a successful funnel and are selling to my target market if I can't find other businesses then I won't continue to move Forward but if I can find others who are already successfully selling to The Chosen market then I can reverse engineer what they're doing and figure out where they

are getting their traffic the internet is full of gurus teaching hundreds of different ways to generate traffic and it seems like a new tactic or trick pops up every day for me I focus Fus on one real strategy I prefer to find out where the traffic already exists and then just Plunk myself down in front of it and send it on a little detour to my site why work hard to generate traffic when it's already out there waiting for you this chapter is going to show you how to reverse engineer your competitor sales funnels you

will learn how to understand what they are doing where their traffic is coming from and how to transform their traffic into your traffic five variables of successful campaign the first step to reverse engineering Existing traffic streams is understanding the five elements that go into any successful online ad campaign I never start creating a funnel unless I know at least four of these five things I never want two unknowns also as I'm analyzing my own funnels if something isn't working it usually comes down to one of these five things one demographics two offer three land in

page four traffic Source five add copy let's look at each variable individually so you can get a clearer picture of what I'm talking about one demographics the demographics are all the characteristics of the people you're targeting the demographics Define Who belongs in the Target group and who doesn't we're talking about distinguishing factors like age sex education geographical location income level race language and political Affiliations any and all characteristics you can think of that to find those people you want to reach with your message for example our supplement company has an older demographic of men and

women our coaching company's main demographic is entrepreneurs making between1 and $3 million a year if I put the right offer in front of the wrong demographic it's going to bomb if I put a wrestling supplement offer in front of older people with diabetes they're not Going to buy so we need to make sure we get our demographics right once you know the demographics of the people your competitors are going after it's very simple to know what yours should be when I first started working with our pain supplement I had no idea who to Target or

where to find the traffic so my team and I went through this process of reverse engineering some supplements similar to ours and we found out very quickly where our competitors were Placing their ads we found that some some of their ads were on diabetic websites a segment we didn't know would benefit from our supplement we found ads running successfully on Survival websites Natural Health websites and more by digging deeper and researching our competitors A Whole New World of opportunity open for us after we found some of these new demographics over the course of two months

we were easily able to scale a product that was making $20,000 a month to making over 500,000 a month now pretty cool huh when you know your demographics you know who your target market is and where they are likely to be hanging out online you know what sites they're on and where they get together to talk to each other once you have that information it becomes very easy to scale your offer and build your business quickly two offer the offer comes down to what you are selling and At what price point you are selling it

including your upsells and down cells when I want to find out what my SU successful competitors are offering I buy their products remember the first offer you see probably isn't the primary offer it's more likely to be what gets people in the door while the real money makers are down the line somewhere the first offer is just the tip of the iceberg and I need to see their entire Iceberg during this research phase when I'm researching competitors I go in and purchase everything they offer me I will easily spend hundreds of dollars to study their

offers and their f and I keep careful notes this is critical competitive research I want to know exactly what they're selling how they're selling it and at what point they're offering each product in their funnel what's the copy on the sales videos what emails am I getting how many are they selling in every email or Offering content in some the more I know the better chance of success I will have three landing page this is the page a person lands on right after they click on an ad and I believe it's the most important page

in your entire sales funnel what does that page look like for your successful competitors is it an opt-in page is it a sales page what's working for people right now I'm not going to make up my own landing page and hope it works I'm Going to reverse engineer what's already working and model that for my own page I'm going to make something very similar to what's already successful it always comes back to modeling what's already working it amazes me how so many people put up random sites they think look good without first investigating successful sites

in their Niche then they wonder why they're not making any money it's because they're not following a proven Model I remember when I first heard Tony Robbins speak and he emphasized that if you want to be successful in any part of your life you needed to find someone else who was already doing what you want to do and model your efforts after theirs nowhere is that idea truer than when you're building a new sales funnel you need to model what is working do not try to reinvent the wheel that's the secret that's how you take

a decade of hard work and compress it down into a Day's worth of time and effort find what someone else has already done and model it start there and then you can tweak your funnel test it and try to improve on that model after you're already making money four traffic Source where's your competitor's traffic coming from what are the specific websites that competitor buys ads on is the traffic coming from banner ads or social media or email does he use mainly video or text do not think that you need to Create traffic the traffic is

already out there all you have to do is find it tap into it and redirect it back to your offer in just a minute I'm going to show you some cool tools and techniques you can use to find out exactly where a competitor's traffic is coming from so it's easy to funnel those people to your offers five add copy this is the last element of a successful campaign what do successful ads look like what makes people click on the ad what's enticing Them to even look at the competitor's ad in the first place what pictures

are competitors using what does the headline say what does the body copy look like are the competitors using video all these things influence whether a person clicks on an ad or not remember traffic is made up of real people people can be persuaded to click but it can take months or years of trial and error to discover how to make that happen don't waste time trying to figure it out by Blindly tweaking and adjusting your own advertising methods find what's already working and model it then once you've got a predictable steady income you can run

split tests and try to improve on the ad yourself the whole reverse engineering process depends upon finding out about all five of these elements in regards to your competitors unfortunately you're not always going to be able to do that I've gotten really good at the reverse Engineering process but there are still times when I can't find all the banner ads or I'm not sure about all the demographics one unknown is not good but you can usually try to guess and get close enough if there are two unknowns I'm probably not going into that market I

want as much data as possible before I start building out my offers landing pages and ads never move forward with two unknowns keep digging keep researching Until you find a niche where you can find all the data you need to move ahead and be profitable how to reverse engineer a successful campaign now that you know what to look for in your competitor's campaigns I'm going to show you how to dig up all this awesome information step number one where are your competitors both direct and indirect right now your customers are where your competitors customers are

so That's where you need to start looking you have two types of competitors direct and indirect a direct competitor is a person or company selling something very similar to yours in the supplement business anyone else selling the same type of supplements as my direct competitor we are trying to sell basically the same thing to the same people we're going to do a direct competitor analysis in a moment there are also indirect Competitors these are people or companies selling something different than you but to the same demographic when I started studying indirect competitors it was a

huge eyeopener for me I remember one day I found this cool supplement company selling weight loss products to an older demographic they were an indirect competitor because we were selling different products weight loss supp for them and nerve pain supplements for me But we were both going after the same demographic I put their website into the tool I'm about to show you and it opened up a whole new world of places to advertise and types of ads to try competitive research is awesome because it can open up new opportunities you never knew about before for

me each new profitable website I find can be worth tens if not hundreds of thousands of dollars a month so you can see why I spend so much time searching for this Buried gold the first step is to make a list of your direct and indirect competitors and their landing page URLs if you don't know who your competitors are then just go to Google and start typing in search phrases you would want people to type and if they were searching for you if you're in the weight loss Niche for example you'd just type in phrases

like how to lose weight or losing weight quickly look for the paid ads usually on the right hand side And start clicking on those ads this will give you a good idea of who your successful competitors are now that you have your competitor's website URLs let me show you how simple it is to find out exactly where they are already advertising what ads they're running and where they are sending their traffic using this simple strategy you'll quickly be able to figure out all five of the variables in each of the competitor's Campaigns step number two

what are they doing there are a few products on the market that will do what I'm about to show you at the time of my writing this book my favorite is called similarweb.com SW because I want this book to stay Evergreen I will post a video showing you how to use SW here www.com Secrets book.com resources similar web and if my team ever finds software we like better or if s SW stops Working we'll give you the most up-to-date information on that page so the first step is to put in your competitor's website URL for

this example I will enter one of my own websites for you to see figure 9.2 it's easy to find your competitors traffic sources with online tools like similar web from here I can quickly see each of the paid traffic sources that the competitor is using as I start clicking on some of the other options on The side of the page I can see the demographics of the traffic that is coming to that website I can dig deeper into the traffic sources and actually see what sites my ads are running on when they were first seen

and the duration each ad has been running hint longer duration equals ad B is working figure 9.3 long running ads are usually High converting and big money makers as I dig deeper I can start to see the exact banner ads That are working including the ad copy that is converting figure 9.4 collect the actual ads your competitors are running and model them for your own ads I can also see the landing Pages the competitor is pushing the majority of traffic to and a whole bunch more do you see how in less than 5 minutes I

can learn everything I need to know about a competitor's campaign I've just shown you how quickly you can grab the five variables we need To be successful one demographics two offer three landing page four traffic Source five add copy the last step is actually to purchase my competitor's product so that I can see the upsells and downsells what email does this company send to customers what else happens after the initial purchase armed with this information you now have everything you need to start building out your own successful sales funnels in that Niche Isn't it amazing

you can literally reverse engineer everything your competitor is doing in less than 10 minutes just plug in the website and go where they have already gone sell to the customers who have already shown interest in this type of product or service redirect them to buy your products let's review one make a list of your direct and indirect competitors two find each landing page URL three enter a URL into the online Research tools four collect data dig deep click on links by products and see what the competitor is doing five create a swipe file of ideas

to model to help you out I've created a checklist you can download and keep handy while you're researching with this checklist you'll be sure not to miss any critical components of your research to download the checklist go to www.com.com resources reverse up next now that you've had a chance to look at What your competitor sales funnels look like I want to walk you through the seven phases of all successful sales funnels this will give you a very clear example of each of the phases that your customers should go through as they ascend your value ladder

secret number 10 seven phases of a funnel what's the difference between a six-figure seven figure and 8 figure business when I first started to scale my companies I thought there must be Huge differences between each of these levels but that's not the case after going through these levels over the past decade or so I can tell you the main difference is not what you might think it's not the products you sell it's not the type of business you run online or local brick and mortar it's not the traffic it's not the sales copy it's not

a high converting website it's not a product launch method these things are all important they're all elements Of a successful business but they are not the core difference that sets the levels apart the real difference between having a six-h 7-h or even 8 figure business is whether you understand the phases of a funnel and can successfully monetize the different points along the line when I'm driving traffic to a website I need to know the first page the potential customer will hit I need to know the second page he hits and everything he will experience while

he's Engaged with my business I need to carefully engineer the process or funnel each customer goes through and different types of people require different treatment and different processes lots of people talk about the lifetime value of a customer but that's not what I'm talking about here I'm talking about the path that you take your customers down I'm zeroing in on the variables in each step that can be manipulated for maximum monetization all While keeping a relationship so that the customer will continue to ascend your value ladder a person might be with me for a few

minutes a few hours or dozens of years the money you make in your business depends on how well you manage the experience of every person who comes in contact with with you no matter how long they stay your goal of course is to get the prospect to stick around and become a regular client or repeat buyer the longer you can keep them around the More likely they'll buy from you the way you keep them around is by managing the experience throughout the process I've broken the customer experience down to seven specific points in the funnel

at each point you can test tweak monetize and build your business to whatever level you want once you know these seven points and how to maximize them your life will change it's awesome it's all about the pr frame before we talk about the seven phases of A funel you need to understand the concept of a preframe because each step in a funnel is a pre-frame for the next step that is why it's essential to optimize these steps not only for monetization but also to build relationships and get visitors to continue to buy from you someone

they know and trust one big mistake many marketers make is focusing 100% on short-term conversions or monetization they sell so aggressively Focused on the sale at hand that they lose the respect of their customer this mistake will cost you the long-term relationship that can be worth 10 times as much as the money made through the initial point of contact experts in neurolinguistic programming NLP talk a lot about you place someone in as they enter into the next step in your sales funnel changing the frame of mind the mindset can profoundly change the answer to a

Question or the experience you have with someone or something people do this all the time without realizing it for example if I want to ask my wife a favor I might pre-frame her by saying wow you are looking beautiful today thanks so much for all the great stuff you're doing with the kids tonight I really appreciate you spending the evening with them then I might follow that up with I'm just curious do you mind if I go hang Out with my buddies tonight because I started with the pre-frame it's more likely that she'll respond the

way I want her to I set up a positive frame of mind before I asked the favor my first internet marketing Mentor was a guy named Mark Joiner I remember him saying that not all clicks are created equal that struck me as odd because business owners always talk about traffic and how to get more clicks to their website not a certain kind of Click wasn't a click Just a click but Mark made me understand that what really matters most is where those clicks are coming from and what that reader experienced before he got to your

site he even went so far as to say that the frame people enter your website through is probably the most important thing you can know he used me as an example consider a person came from a website that said Russell Brunson is a scam artist he stole my money he's unethical He's a liar and I don't trust him click here to see his new product what do you think will happen when he clicks her to see the product the preframe was terrible that visitor is probably not going to like me and I will have a

hard time getting them to buy anything on the other hand what if the person comes from a site that says Russell is an amazing person I had a chance to meet him we talked for an hour and what he taught me changed my business and my life My company was able to go from nothing to a million dollars of Revenue a year click here to see his new product the chances of converting that potential customer on my site are much much higher I can sell more if the visitor enters my website through a good pre-frame

the frame through which he entered my website completely changes what can happen on the actual page so the trick is to figure out how to control the frame that your traffic is coming Through in the books way the ear is resistible pull of irrational Behavior by aie and RAM brafman I read about a fascinating study that took place at MIT demonstrating the pre-frame principle in action it went something like this one day a class of 70 economics students were told they would have a substitute Professor for the day since this professor was new each student

was to read a short biography of the teacher the BIOS handed out to all the students Were identical except for one phrase it appraised this teacher's graduate work in economics and listed various fabulous accomplishments then half the BIOS described the professor as a very warm person while the other half described him as rather cold that was the only difference one phrase after the lecture each student was asked to fill out a survey to see how they liked the teacher the ones who received the warm bio said they loved him they said he was Good-natured considerate

of others and sociable the students who received the cold biot didn't like him at all they said he was self-centered formal irritable and ruthless these students all sat through the same lecture but the pre-frame changed their perception of what they witnessed this study is such a cool example of the pre-frame principle at work how to pre-frame your presentations for higher sales the first time I Witnessed this concept in action was back when I first started speaking at events on internet marketing event coordinat would invite me to speak and afterward I was allowed to sell my

product at the back of the room obviously I wanted to make lots of sales so I tried to craft my presentation in a way that would deliver such great value that people would want to buy a coaching package from me at the end I traveled around the country speaking once or Twice a month often I would test different pitches to see which method people responded to most I remember one event that had a profound effect on me I was working with a big event promoter named Arman Moren who had done tons of events all around

the world he was also one of the best Stage presenters around at the time I remember he pulled me aside and said there was one deciding factor that would affect how much money I made at the event it's all about how I Introduce you he said he asked me to look back at the last 10 or 15 events I worked in remember the events where I did really really well in sales then he said remember back to how the person introduced you before you got on stage most promoters do a horrible job they get up

there and say something like hey this is Russell he is great and he's going to teach you this cool thing everyone give him a round of applause when that happens sales are kind of flat But this promoter crafted my introduction in a way to pre-sell my credibility as a speaker and get the audience prepared to buy he had some of the most successful events because of this simple strategy I thought his suggestion was really interesting when I spoke next at his event I sold more product by far than at any other seminar going forward I

paid attention to what happened when promoters introduced me sure enough There would be a drop of energy in the room if the introduction was Bland and uninspiring everything was different and it affected my sales finally I decided to be in charge of the pre-frame I didn't want to run the risk of of the promoter screwing it up so I made a 3-minute introduction video it featured Tony Robbins recommending me outlined several success stories and included the testimony of others who Declared I was a great guy with a lot to offer before I went on stage

I had the promoter introduce the video the video played and then I came up on stage right afterward the video was the pre-frame and because I now controlled the frame I started seeing consistently higher sales almost every time I spoke pretty cool huh if you speak in cell after each event give this strategy a try you'll thank me for it now that you understand pre-framed of a funnel truly are how PR Framing Works many online marketing and conversion trainings start teaching conversion on the landing page they show you how to split test different designs and

how to tweak your offer in your funnels but I found there are three critical steps before the visitor even gets to the landing page that have a huge effect on your conversions there are also several steps in the funnel that happen after someone leaves your landing page these also have An enormous impact on your conversions and your bottom line if you understand all seven points in the funnel your business will likely explode without any additional traffic or tweaking so let's go through the phases one at a time phase number one determine traffic temperature the first

phase to examine is the mindset of the traffic before it reaches your site or your traffic temperature you may not ever think about it but there are three Levels of traffic that come to your website hot warm and cold each group needs special treatment and individualized communication each needs to come across a different bridge to arrive at your landing page yes that means you may even need three different landing pages depending on how you're driving traffic trust me it's worth taking the extra time to set this up correctly here is a quote from Jean Schwarz

that helped me To understand hot versus warm and cold traffic and how you must communicate differently with each type if your prospect is aware of your product and has realized it can satisfy his desire your headline starts with the product if he is not aware of your product but only of the desire itself your headline starts with the desire if he is not yet aware of what he really seeks but is concerned with the general problem your headline starts with the Problem and crystallizes it into a specific need figure 10.2 start your copy wherever your

prospect is at the time you have to figure out where your prospect is along the product awareness Continuum product aware desire aware or problem aware where they are determines the temperature of the traffic if you have cold traffic they will probably be aware of the problem they are having but may not be aware of the solution for these people you need to focus your copy On the problem because that's what they're most aware of traffic from your blog may be aware of the solution because you presented it in the blog post so for these people

you want to focus on the solution hot traffic from your email list probably knows you and your product so they would be the most product aware and would respond best to product-based copy hot traffic is made up of people who already know who you are They're on your email list they subscribe to your podcast they read your blog you have an established relationship with them you're going to talk to these people like they're your friends because they are you want to use personality-driven communication tell them stories share your opinions and let them into your private

life a little bit remember the Seinfeld email examples from the last chapter they each brought me over $100,000 because I had hot traffic and I knew how to talk to them warm traffic consists of people who don't know you but they have a relationship with somebody you know this is where joint venture JV Partnerships work well Affiliates or JV Partners have relationships with their lists and they endorse you or your offer to their subscribers they lend their credibility to you so their followers feel comfortable checking out your offers Direct Mail companies have used this pre-ramadan

have their own house lists and sometimes one company would mail out a sales letter for someone else's product just like joint ventures today the companies usually split the profit 50 50ths to achieve a positive pre-frame the company that owned the list would add what's called a lift letter this was just a personal note saying something like hey I like this product I endorse It this company is great you won't be sorry if you order from them lift letters increased lifted response dramatically because the person reading it had some sort of relationship with the writer or

the company giving the recommendation one good preframe can make a page convert like crazy but when you try to drive cold traffic to it it bombs cold traffic is made up of people who have no idea who you are they don't know what you offer or whether they can Trust you these may be people you find on Facebook or who click on your pay-per-click ads maybe they stumble across your blog somehow most likely you're paying for this traffic somehow so it's important to pre-frame them correctly to get the highest return on your investment the first

step is to figure out what temperature your traffic is so that you can build the right pre-frame Bridge Phase number two set up the pre-frame bridge the second phase is your pre-frame bridge this might be a paperclick ad or it might be an article in an email or a blog post it might be a YouTube video it's a bridge bridge that pre-framed page different types of traffic need different Bridges a hot traffic bridge is typically very short you already have a relationship with these people so you don't have to do a lot of credibility building

or pre-f Framing you can probably just send out a quick email with a link to your landing page and that's about it or maybe you write a blog post or record a podcast encouraging people to go check out your offer these people will listen and do as you suggest simply because they already know like and trust you a warm traffic Bridge is a little longer than a hot traffic bridge but not much all that traffic needs is a little note of endorsement from a person they trust Then they'll be in the right frame of mind

to go to the landing page this is where the lift letter or personal email from a JV partner comes in this bridge could be an email but it could also be a video article or some other communication from the list owner endorsing you in your product a cold traffic bridge is the Holy Grail of online marketing if you really want to scale your business you have to learn how to convert cold traffic most people I know just can't do this they can convert like crazy with their own list or a partner's list but when it

comes to converting a cold list they're stuck they just can't make it work if you learn this one skill converting cold traffic you'll know the secret behind growing 7 dash 8 dash or even nine figure businesses this bridge is the longest you need to do a good bit of preliminary work to get the prospect into a Desirable frame of mind before he hits your landing page let me explain let's say you're at the food court in the mall and you walk up to people waiting in line at Panda Express and say hi there I'm selling

this product that teaches you how to build a list and drive traffic to it it's great would you be interested Ed in buying it what do you think they're going to say first of all they don't know you so the chances of them saying yes are pretty slim but in Addition to that you're talking in a language they may not even understand do these strangers know what a list is how about traffic they might think you're talking about highway traffic this is a huge mistake and I see businesses make this misstep online all the time

they talk to cold traffic in the wrong language and nobody buys to fix this you need to make your offer more General talk in terms that cold traffic will understand for example I have a Membership site called list hacking it teaches people how to make money by building a list and driving traffic for our cold traffic I knew we couldn't talk in terms of traffic and lists right off the bat first we had to explain those Concepts so the reader would know what we were talking about my team developed a different funnel for cold traffic

that started out saying who wants a free money-making website once they got the free website we sent them to a bridge Page that said thanks for requesting your website you'll be receiving it shortly while we have your attention do you know how to get people to visit your website notice I said people not traffic then the page goes on to explain that an online sales potential customers are traffic we further explained that in order for them to make money on this new free website they must learn how to get traffic to the site we continue

explaining the topic of traffic and Lists on the bridge page now when the cold visitor does cross over to the membership site offer they are perfectly pre-framed to understand the offer that understanding makes them more likely to convert I Bridge the knowledge Gap using a pre-frame for hot and warm traffic the ad or email generally serves as the pre-frame there's no need for extra steps before those people understand your offer they already know like and Trust you but for cold traffic you often need a whole separate page that they go through the bridge page before

they hit the offer page as I just explained this separate pre-frame page educates people enabling them to better appreciate the offer and making them more likely to convert here's another example from my supplement company one of the products we sell is a supplement to help with neuropathy pain if I have a list of neuropathy suffers it's pretty easy to Convert them but what if someone on my list doesn't have neuropathy as a common characteristic or doesn't know whether they have it many people know they have nerve pain but have never heard the word neuropathy so

our cold traffic offer helps people with nerve pain a simpler more relatable term my pre-frame page States if you have nerve pain it's probably caused by neuropathy then the page goes on to explain a bit about the unfamiliar term Then when the visitor gets to the funnels landing page all the language suddenly makes sense they Now understand that the nerve pain is due to neuropathy and our supplement can help what happens when we do that our universe of potential customers expands exponentially whatever product you're selling it's critical that you match your message to your traffic's

temperature and knowledge this awareness will help you determine the kind of Bridge required to take them to the landing page blogs are another great way to pre-frame an offer often we'll contact someone who's gone through our business program and been successful we'll sometimes pay them to write a blog post testifying to the incredible experience they can then post this Praise on their blog next we drive traffic to that blog post so readers see the recommendation and then click over to our product because the traffic is Coming from the preframe of somebody else's site we dramatically

increase our conversions we are now tapping into the group of people who know and trust the Blogger we can do the same thing with YouTube testimonials if someone puts up their own video about one of our products we'll ask them to add some keywords to the description and add a link back to our products site then we drive traffic to the YouTube video that shares the Story now the traffic comes to our site with a better chance of converting our conversion numbers in these scenarios are crazy high simply because of the positive pre-frame another cool

type of bridge page is a survey or a quiz we can ask certain questions to get the mind's Wheels spinning in a particular direction we plant seeds and the visitors start wondering about a question we asked then they click over To the landing page where we reveal the answer or solution it's all about influencing what people are thinking about when they see your offer phase number three qualify subscribers the whole goal here is to take all the traffic hot warm and cold and find out who is willing to give us an email address in exchange

for more information this is known as subscribing to a list if people aren't willing to give their email addresses at this point They are highly unlikely to give me money later qualifying subscribers is done through an opt-in or squeeze page that offers something of value in return for contact information this is typically the very front end of your value ladder for my companies it's usually a free report or a free video showing the visitor one thing they would really want to know let's say I have 1,000 visitors who come to my site each day if

I have a 30% Conversion rate at this point then I know I have about 300 people who will be interested in my information now I have a list of warm leads and I can continue to move them through the rest of my funnel phase number four qualify buyers immediately after you qualify your subscribers you want to find out who among them is a buyer how many of those 300 people who are interested in getting free information are willing to pull out Their credit cards and make a purchase notice I said you must find your potential

buyers immediately after you qualify subscribers don't wait a day or a week qualify buyers right away my early Mentor Dan Kennedy taught me this golden principle a buyer is a buyer is a buyer if someone is willing to buy from you once they'll continue to buy from you as long as you keep offering value so as soon as someone fills out their name and Email address and clicks the submit button they should land on a page that offers something to buy offer them something of value that will hook them it's typically a little higher up

your value ladder and this is where I'm usually selling my bait which is something your dream clients will really love it should be priced so low that it's an absolute no-brainer for them to buy you want to qualify every buyer on the List so don't put up any barriers I usually use a free plus shipping offer or something in the5 to $7 range the offer is extremely cheap because I want all the buyers to go for it once I've identified who the buyers are then I can Market to them differently I can pick up the

phone and talk to them I can send them a postcard or add them to a separate email sequence at this point I have two lists subscribers and buyers each list is Unique and gets treated differently phase number five identify hyperactive buyers after you've identified the buyers you want to identify the hyperactive buyers these are the people who are in some kind of pain right now and will buy more than one thing at a time I'm often a hyperactive buyer myself I remember taking my team bowling for a company party a while back now bowling happens

to be my third favorite sport behind wrestling in Jiujitsu I'm not a superstar bowler but I can hold my own I love playing the game that particular day I brought my own ball gloves and shoes I'll admit I kind of wanted to show off in front of my employees well that day one of the other guys had the Magic Touch he bowled an awesome couple of games and he just plain beat me he was razzing me in front of all my team and I remember feeling so frustrated rated I can laugh at it now But

at the time I really didn't like it so I went home and got online and started buying bowling stuff books videos a new ball anything that would alleviate my humiliating defeat I was a hyperactive buyer you want to identify these people as quickly as possible who's in pain right now and what are they willing to buy right now to alleviate that pain you want to be able to offer them something ideally several something if you don't they'll leave Your site and go find another site to buy from people love to buy and when they're in

pain and want relief they will spend money in that Quest I forgot about bowling a few days later and life continued on I was no longer a hyperactive buyer of bowling merchandise the window closed so think about what you can upsell or down sell after your initial offer if you've bought any of my products you know I always have a chain of upsells and down Cells that's because I want to identify my hyperactive buyers once I know who they are I'm going to treat them differently two phase number six age and Ascend the relationship at

this point the initial sales experience is pretty much over points 1 through five all happen in 5 or 10 minutes and the next two points explain what keeps those people you've identified coming back to buy from you again and again these next next steps Are what keeps them referring you to friends during this step you want to age and Ascend the relationship remember your value ladder this is where that ladder of products and services really becomes important if you followed the five phases of the funnel up to here you've already moved people through the first

level or two or three on your value ladder now you're going to continue to provide value and help people with whatever you offer Allow some time to pass how much time is up to you whatever feels logical for your product is best let them dig into whatever products they've already purchased and give them enough time to see the value you give you're going to ascend them up the ladder over a longer period of time eventually moving them to the very top level this is the point where we start changing the types of funnels we use

if we started with a free plus shipping funnel we may move the Buyer into an invisible funnel or maybe bump them up to a three-step high ticket backend program don't worry you're going to learn how to build these different funnels in the second half of this book phase number seven change the selling environment typically it's difficult to sell super expensive products or services online not many people are going to read a sales letter and click the buy button for a $115,000 product some might but usually you have to Change the selling environment if you want

to sell High ticket products the most common ways to change the environment are to sell the price of your items over the phone through direct mail or at a live event or seminar if I send an email out to you and ask you to click an $8,000 by button you're probably not going to do it but if I can get you to click a button and schedule an appointment to chat on the phone suddenly I have a completely different Sales environment people on the phone are more likely to listen closely to an offer the salesperson

has the benefit of live feedback he or she can overcome objections and help people make up their minds on the fly when we change the selling environment we can communicate at a different level and it becomes easier to move people up to the higher levels of the value ladder let's review if I were to consult with a retail store On how to increase sales I would look at everything that happens during a customer's experience with the store including the moment a customer saw the ad walked in the front door and received a greeting from the

employees I would analyze what the C customer saw that made them choose certain items what products were point of sale and how the cashier up sold them during checkout I would then analyze the follow-up sequences already in place to Bring that customer back increasing online sales happens the same way you need to break out and examine each of the phases your customer passes through in your sales funnels after you are aware of the distinct steps and break each out into a separate experience you can then tweak each aspect to get more conversions in this way

you can help people Ascend to the next level of your value ladder if you're stuck in your business it's Probably because there's a glitch in one of these seven steps what's the temperature of the traffic you're driving what's the pre-frame bridge you're taking potential buyers through on the landing page are you qualifying subscribers are you qualifying your buyers on the sales page and your hyperactives on the upsell pages are you aging and ascending the relationship to match the buyer with the offer they really need the most and are you Changing the selling environment for your

high ticket offers most importantly how are you treating each of your different groups so that each receives a specially tailored experience up next now that you understand the strategy behind the seven phases of a sales funel I want to show you what types of web pages we use for four of those phases did you like to play with Lego blocks when you were a kid I did it was so cool to take the Same simp Le pieces and create something totally unique over and over again in the upcoming chapters you're going to learn how to

build sales funnel Lego style in fact I'm going to give you a list of building blocks that you can simply mix and match to build your offer to create an instant sales funnel then I'm going to give you some shortcuts the exact funnels and scripts I use most often in my businesses you can copy and paste your Own offers and ideas into these proven templates and have your business up and running in no time secret number 11 the 23 building blocks of a funnel as I said I think of sales and building funnels kind of

like playing with Legos I imagine there's this big box of brightly colored building blocks and I can put them together any way I want to get the desired results if I want to get someone to opt into to my list I might use a yellow block and connect it to a Blue Block if I want to make a high ticket sale I might add on green red and purple blocks if I'm not getting the results I want but I know I have all the right pieces I might rearrange the blocks and see what happens this

is the exact same process I teach my $25,000 clients I go through each phase of the funnel and map out which building blocks will yield the best results then we test the funnels to see how well they convert sometimes we hit a winner right Away but often we need to move the blocks around a bit for example we might change some cop or add a video then we test the combination again this is how direct response marketers have created magic for over a hundred years try it test it tweak it and start all over again

there are two types of Lego sets you can buy all the blocks and create your own work of art using your imagination or you can buy special kits that give you the pieces you need to Build specific things like the Death Star or the Batcave these kits even give you instructions on which piece to attach where and in what order if you're the kind of person who loves the Lego kits you're going to love our funnel building software called clickfunnels all the pieces you need are inside the software easily enabling you to create all sorts

of funnels to sell everything from a simple opt-in to a high-end Consulting package and all you Have to do is pick which cool thing you want to build and click a button all the pieces are automatically arranged in the right order for you if you'd like to try it out you can get a free twoe trial at www. clickfunnels.com this chapter is going to show you 23 of the most effective building blocks for your sales funnels you will find that certain blocks work better at certain points on your value ladder but remember they are just

blocks you can move them around as You please markets respond according to a huge variety of factors what works in my world might need a little tweaking in yours in the upcoming chapters I'm going to show you some of my favorite ways to connect the blocks to create working sales funnels I highly recommend you start with my version simply because I've tested these in the real world over and over I know what works in general then if you want to try moving things around go for it you may discover an Approach I never thought of

before the 23 blocks I use most often are used at specific times during four specific phases in the funnel the pre-frame bridge qualifying subscribers qualifying buyers and identifying hyperactive buyers remember these four points all happen at the point of sale anytime you sell anything through a funnel which should be most of the time you're going to move your buyer through these four points most often you'll be creating new Funnels during the age and Ascend and change selling environment phases when you do that simply go back to these building blocks and create a new funnel okay

let's get started PR frame Bridge the following are the most common building blocks I use for pre frames remember the goal with a pre-frame is to warm up the prospects so they are in the correct frame of mind to be most receptive to your offer quizzes a quiz is my new favorite pre-frame tool if You're on Facebook it's difficult to escape all the what famous actor are you or what jungle animal are you quizzes they seem to get more and more ridiculous all the time this morning I saw one that asked what type of storm

were you really the questions you ask don't matter much you just want to get people engaged in the process to get a great pre-frame you want to get people thinking along the same lines as the next step in the funnel agitate the Problem your business solves for them use the quiz questions to help them remember how much they hate weeds in their lawn or being rejected by women one technique I love to use is to frame the first question like this figure 11.1 a simple pre-frame quiz before someone joins your email list if you require

people to opt in give you an email address to get their quiz results you've killed two birds with one stone the prospect has moved through both the Pre-frame and the qualifi subscribers phases in the funnel then you try to qualify him as a buyer by making an offer immediately after he opts in now you may be wondering how many questions to include and how to get people to stay with the quiz all the way to the end I like to use three or four questions and I number each one so they know how much farther

they have to go step one of four step two of four I do know some companies that use up to 20 questions or More in their quizzes with great success just like everything else this is something you might want to test out to determine what is right for your unique Market another great reason to use quizzes is that you can segment your audience according to their answers you might ask do you have a dog or a cat then you segment your list according to the responses with sophisticated quiz programs you can even have the Subsequent

questions match the two segments so your next question to the dog segment of responders might be how old is your dog then offer answer choices like Z to one under 5 years under 10 years over 10 years Etc how does this help you sell more pet food well puppies need different nutrition than older dogs if you know how old their dog is you can sell them exactly the right type of food also if you know the quiz taker has a dog not a cat the Ad on the next page should picture a dog the quiz

helps you segment your buyers as well as pre-frame your offer figure 11.2 quizzes are great tools for engaging your audience and getting their brains primed for your sales page articles I love to use articles as a pre-frame for cold traffic coming from a banner ad these can be articles on your website but I find they're more effective if they appear on someone else's site it's like a third-party Endorsement here's how it works someone clicks your banner ad and lands on a website with a pre-frame article it might be a case study of how you helped

an individual solve a problem it might be an article about how your product works or it might not have anything to do with you specifically but it sets up the problem and what is required to solve that problem then you add a call to action somewhere on the page a call to Action is simply where you ask the reader to do something click here to learn more subscribe today get your free sample here in an article the call to action can be a simple link inside the text a big button at the bottom of the

article a photo with a link or a combination of these now don't be unethical here for a while many internet marketers used this technique successfully with fake news sites and fake blogs that they controlled the FTC Cracked down on that practice and you really don't want them on your case use legitimate articles on legitimate websites encourage one of your best students to write an article about you then use that as the landing page people will see once they click on a banner ad news anything that's news or is perceived as news commands more attention than

other reading matter our brains are programmed to pay special attention to anything that might be a Threat this is why everything on the evening news is a special alert or disaster update each headline is phrased to get our attention and convince us a developing event is sure to destroy the world as we know it if your pre-frame is attached somehow to a current news story you'll automatically receive a bump in attention for as long as that story continues to dominate the news for example if you manage to tie your message to an upcoming election or

Natural disaster people will see the connection and pay more attention to you as a result the downside to this strategy is that the recognition can be short-lived however the upside can be a massive upsurge and traffic while the story is hot you can also design the web page to look like a news page it might have a special bar with a headline on the bottom or a sidebar with a relevant Side Story marketers have found that just formatting their content to look Like news can increase their credibility and pre-frame their offers nicely again don't go

crazy with this strategy or you'll have the FTC on your case besides it's just bad for business be ethical tell the truth figure 11.3 articles on news sites lend a feeling of authority to your products and services blogs a blog post can be used to pre-frame most any topic for example maybe you work in a crowded industry with many competitors who all provide Basically the same solution you could write a blog post explaining how every other company is the same while yours is different and better you might write the article yourself and post it on

your blog but you'll probably get better results if you guess posed on someone else's blog preferably a high-traffic Blog with lots of visitors in your target market better yet have the blog author post the article in their name so that you are not seemingly tied to it at All I did this once with a successful student in the make money online Market I asked him to write an article detailing his experience using my products he added a link to our offer and we drove Facebook traffic to his blog post the campaign worked great it was

engineered as a pre-frame but the content was 100% true and ethical videos YouTube videos make great pre-frame material especially for testing testimonials the video should agitate The problem for the viewer or educate them on some process or idea the goal is to make them desire the solution you offer again have the video appear on someone else's Channel and drive traffic there then include calls to action that move people to your offer the calls to action might be links in the description or comments some pre-roll or post roll footage or even annotations in the video email

works well when you buy a solo ad or use JV Partners to endorse you to their lists no matter whose list you're mailing to you're essentially borrowing their credibility to pre-frame you as a great person or to pre-frame your offer as a great solution once the pre-frame is accomplished the call to action is a link in the email that readers can click on to get to your offer with direct mail this is done with a lift letter where the owner of the list writes an introduction telling his people how Great you are or how well

your product works JV Partners or Affiliates do the same thing with email by writing an introduction for you or your offer figure 11.4 pre-sell Pages educate the visitor before they land on your sales page pre-sell Pages sometimes you have to educate people before you sell to them a pre-sell page tells a story it's a longer article used to give background information or education that prospects Might need once they have this information they are in the right frame of mind to understand and buy the offer for example maybe you sell email marketing software but some of

your prospects don't know what email marketing is or why their businesses need it you might send them to a pre-sale page on your website that explains exactly how email marketing helps grow businesses then you add a call to action Which will take them to your product offer this strategy works great for Affiliates who want to warm up the prospect before sending them straight over to someone else's sales page qualifying subscribers the next phase is to qualify your subscribers remember the goal here is simply to get people to opt in to your list subscribe to your

newsletter or request a free offer you've put in front Of them you're separating out the Casual visitors from the people who are willing to trade their email addresses in return for more information popups remember years ago when those annoying little boxes popped up on your screen almost every time you visited a website congratulations you just want blah blah blah they may have been annoying but they worked like crazy to get people to opt into a list thanks to popup blockers And add blockers this method became almost obsolete for years and marketers all but abandoned them

but recently new types of popups have been created that aren't as easily blocked and we're finding that these popups are becoming a good tool for building a list in many situations the bigger problem is that some advertisers like Google and Facebook won't approve ads that go to pages with popups so this method doesn't work all The time but popups can be powerful tools under the right circumstances figure 11.5 popups can still be effective if used carefully squeeze page The Squeeze page is the simplest way to qualify subscribers it was developed as a way to increase

subscribers without using popups it's a simple opt-in page that requires people to give you their email addresses to get access to something on the next page I.E a free report or a Free video the only choices on the page are to subscribe or leave the magic of a squeeze page is the complete lack of distractions there are no ads to look at and no navigation menu tabs to click people are forced to focus on your most important message the one message you want to give them and they have to make a decision either give you

their email address or leave the page figure 11.6 a squeeze page has only one goal to get the visitor to subscribe or request Information click pop The Click pop is a way to get people to join your list via a button on your blog or other web pages when they click on that button up Pops a squeeze page style popup if a visitor gives you their email address they are taken to the next page click pop buttons are great because you can place them in a ton of places places where you you traditionally wouldn't be

able to get opt-ins like articles and blog posts figure 11.7 a click pop combines a Clickable button with a popup web form free plus shipping two-step form this type of web form takes advantage of buyer psychology and combines the qualify subscribers and qualify buyers steps into one sequence step one qualifies subscribers by asking for contact information including email addresses step two qualifies buyers by asking for credit card information usually to cover shipping costs that is how my company Structures most of our free plus shipping offers figure 11.8 a two-step web form allows you to collect

a name and email address on step one and credit card information on step two anyone who fills out step one of this form is automatically added to an email list and is qualified as a subscriber even if he doesn't fill out step two webinar registration we often use free webinars as a way to generate leads when people register for the webinar they naturally Need to give you their email addresses because you need to send them details about the webinar if it's an automated webinar they pick which day they want to watch fill in their email

and boom a new subscriber is on your list and because they signed up for a webinar they'll be looking for your email figure 11.9 webinar registrations are a natural way to collect email addresses because people expect you to send them more information about the webinar via email Free account signing people up for a free account Works especially well with software and membership programs create a membership site or a light version of your software and give it to people for free when visitors create an account to get access to the membership or the software they are

added to your subscriber list often times these types of pages are very similar to squeeze pages but because are actually creating an account you can get a lot more Information and still keep your conversions High figure 11.10 free accounts allow you to collect more personal information about a subscriber like physical address and phone number exit pop an exit pop is not surprisingly a last chance pop up after people click away from your site it asks if they're sure they really want to leave without subscribing you may even make a special offer to people if they

decide to subscribe before they close the exit pop Once people leave your site there's a good chance they'll never come back so you can afford to annoy them a little bit with an exit pop it may be your last chance to keep them engaged with you figure 11.11 you can use exit pops as a final appeal to the visitor to give you their email address qualifying buyers when we qualify buyers remember that the goal is to get people to pull out their credit cards and actually pay for something The first purchase is the hardest to

get so it's best to offer something of value for a very low price then you can guide buyers up the value ladder as soon as you can here are my favorite ways to qualify buyers free plus shipping this is my favorite way to qualify buyers as you'll see in secret number 13 if you create a great product and give it away for free it is the perfect bait and gets one of your products into the hands of a new customer there is no better way than A free plus shipping offer to provide value upfront and

get the buyer interested in ascending I feel like this tactic is the best way to find out which of your subscribers are also buyers trial a very lowcost trial offer is a great way to get people to raise their hands and tell you that they're buyers the easiest and most popular trial is offered for $1 then you build them a few days later for the full amount if they want to keep The product to receive the trial a visitor must pull their credit card out of their wallet and prove they are a buyer this works

best for items you don't have to ship like digital downloads software or membership sites tripwire trip wires are smaller offers used to get buyers in the door they are often a splinter of your core product for example you might pull out one module or one of the training sessions and offer it for a huge discount Ryan Dice and Perry Belcher made this technique popular popular they usually use a very lowcost offer of around $7 per item these can be physical products or digital downloads depending on your Market self-liquidating offers SLO these types of offers are

usually a little more expensive between $37 and $97 often times with free plus shipping trials and trip wire offers you may actually lose money initially although through your upsells you can often break Even with a self-liquidating offer on the other hand the goal is to have the front-end product liquidate your ad costs so that your upsells can become pure profit straight sale this is just a regular sale of a high ticket item from $97 to $5,000 or higher it usually takes a little more selling to convert these offers so we typically only introduce this option

to people who are in our warm Market or who have gone through our initial funnels it usually takes a Stronger bond with the attractive character before people will make these larger Investments many people ask me what type of offer they should use to qualify their buyers most of the time I like to use the free plus shipping offer to qualify my buyers but it doesn't always work we tried this with our neuropathy supplement and the Numbers Never quite worked out so we changed it to a straight sale and it worked Great sometimes you try something

that doesn't work so you change the offer simply shift to one one of the other building blocks and you could have a winner you have to test each product different markets respond differently so don't give up on finding interested buyers too soon identify hyperactive buyers to figure out which customers are hyperactive buyers at the point of sale I need to offer an upsell immediately after I qualify them with a lowcost or Free offer here are my favorite ways to do that bumps these are the little offers we add on to our order form and they

have completely transformed our business this concept is very similar to The Experience you have in a grocery store checkout line you see the candy bars gum and other little things that are all too easy to throw in with your order my team does a similar thing with our order form bumps with two lines of text and a checkbox we are often able to Get up to 40% of our buyers to upgrade and pay an extra $37 or more at the point of sale figure 11 12 bumps are a subtle way to increase sales sometimes dramatically

just make a simple discount offer with a check boox on the order form onetime offers otos after someone has purchased any of your front-end offers you can make them a special onetime offer the best otos are products that will complement the initial purchase often we'll make two to three Separate offers to people after they buy as long as the sequence of offers adds more value to the initial offer figure 11.13 one-time offers otos appear after someone has purchased your first offer these are special deals they can only get if they act right away Downs sales

if the buyer says no to the Otto you can downsell them with either a different product or a payment plan option on the original offer don't give up just Because they said no to paying the full amount all at once often we find that up to 20% of people who say no to the special offer will say yes to a payment plan version on a downsell affiliate recommendations these recommendations typically happen after buyers finish going through my upsale slown sale sequin and I've landed on the thank you page in my funnel on this page I

will usually thank buyers for ordering and then link to other offers that would Likely serve them let's review do you see how these blocks work to build a system that benefits your company simply go through each phase in the funnel and choose which block you want to try you'll soon discover the ones that work best in your market and you'll rely on them over and over but don't forget to test out some of the Alternatives now and then you never know when a straight sale will beat out a trial for a particular offer unless you

test it I Encourage you to split test different blocks for all your offers I know split testing can be intimidating for some and the software can be expensive but I think it's so important to the long-term growth of your business that we include included simple split testing options inside click funnels to make it super easy up next new ideas for building blocks are being developed all the time but these listed above are the most common and most effective I found Now that you know what the blocks are we can start building actual funnels in the

next chapter I'm going to discuss which types of funnels we use on the front end of our value ladders the ones we use in the middle and those we use for the back end understanding this will help you to better understand how to use each of the funnels I will be giving you later secret number 12 frontend versus backend funnels now that you know the building blocks all you have to do to build your Own funnels is put them together you can combine them any way you like but I have seven tested and proven funnels

that I use all the time with my Mastermind clients and with my own companies we use them over and over and over again and they work in section four you're going to learn how each of these funnels functions but before we go there you need to see how we use different funnels for different steps on the value ladder funnels have a psychology behind them And you need to use a different psychological approach for a low priced introductory product versus a high ticket package product awareness Continuum the basic psychology goes back to the product awareness Continuum

we discussed when we were talking about traffic temperature and secret number nine figure 12.2 how you speak to your prospects depends on where they are on the product awareness Continuum cold traffic is probably only aware of the Problem they are facing they don't know you or your products so they need to start at the front of the value ladder with a low-level funnel like a free plus shipping or self-liquidating offer funnel these funnels are proven to work on cold traffic people who don't know you or the solution you're providing these potential customers will start to

warm up to you after they start going through your communication Farm building a bond with the attractive character as They do you can start introducing bigger ticket products through the funnels we use in the middle of the value ladder I like to sell these mid-priced offers using a perfect webinar funnel invisible funnel or product launch funnel each of these takes the time to go into more detail about the solution you're providing with your product so the sales funnel is a little different hot traffic already knows you likes you and trusts you they know your products

so it's time To direct them to the back end as you focus on the highest level of service you can offer because these offers have a greater price you probably aren't going to be able to close many sales using online methods alone you need to change the selling environment and get the prospect on the phone or to a live event my favorite funnel for moving people from the computer to the phone is the high ticket three-step funnel in the upcoming chapters I'm also including my Favorite sales script to help you write the sales letters and

videos you'll need to include in your funnels you'll want to tweak them by adding in the details for your company and your Market think of these scripts like a framework all the elements you need are there and you simply add in the details before we go through these funnels and scripts there are a few things to keep in mind one these funnels start on the landing page they do not Cover the traffic temperature or the pre-frame bridge they are the sales mechanism designed to move a person from being a completely Anonymous visitor to becoming a

paying customer traffic and pre-frame are important elements two so be sure to consider them carefully when deciding which funnel to use two when you're ready to age and Ascend customers on your value ladder all you have to do is create a new funnel the people you age and Ascend will now be considered Warm traffic so you can treat them like old friends and approach your funnels from that perspective three some of these funnels and scripts are short and sweet some are very long and involved generally the higher up on the value ladder you are the

more selling you have to do and the longer your script will be although if you have hot traffic you can sometimes get away with a less involved script the big picture Figure 12.3 the core funnel moves people from the traffic stage all the way up the value ladder before we move on to the individual funnels let's zoom out and look at at the big picture how everything we've talked about so far ties together figure 12.3 shows the overall framework of each of our companies traffic that we control we drive to a squeeze page traffic that

we don't control we drive to a Blog where the top third of the page collects email Addresses as soon as someone joins through either of those sources they become traffic that we own and we start sending them the soap opera sequence so that they can build a relationship with the active character when that sequence is done we start sending daily Seinfeld emails to help them Ascend through the other offerings on our value ladder now immediately after a person joins my list through either the squeeze page or the blog they are taken to my first Front-end

offer this is the offer I use to qualify my buyers those who purchase that product will immediately see a few point of saleup cells after that initial transaction is over my email sequence is will start to encourage people to purchase other products as they ascend my value ladder and join my continuity programs I will use different types of funnels to sell people different products in the value ladder figure 12.3 shows you the overview of everything We've discussed so far at a higher level this is how I view companies when I first start working with them

after I see what a business looks like from this high EV view I can easily see what is broken and then dive into the specifics to get the results the owners want and need I encourage you to take what you've learned so far along with what you are currently doing in your company and use this image to find your holes determine what you need to change or create in Order to build your solid foundation secret number 13 the best bait I have one last thing to share with you before I give you access to my

seven proven funnels I think if you understand this one crucial concept it will change how you build your sales funnels when I discovered what I am about to share it literally changed my company overnight I went from making about $30,000 a year online to making over seven figures in Less than 18 months the 100 visitor test back when I was 12 years old and a newly addicted junk mail collector I remember calling 1 to 800 numbers every day and ordering free information it didn't matter what the information was about it was free and I wanted

it free samples and free trials are everywhere online and off why because they work like crazy to get people's attention humans just can't resist the word free if you haven't read The book predictably irrational by Dan Ary I highly recommend you pick up a copy and rdit in this book the author talks about an experiment studying the effects of the word free on buying Behavior you can read about the entire experiment in his book but here's the relevant part for this chapter research Searchers offered a group of students a lint truffle for 26 Cents and

a Hershey's kiss for 1 cent and then observed buying Behavior they found that About 50% of participants went for the kiss while 50% chose the lent truffle when researchers dropped the price of both chocolates by 1 cent suddenly 90% of the students took the free kiss even though the relative price between the two was still the same researchers also ran tests in which they lowered the price from 2 cents to 1 cent to see if it increased demand for the kiss but it didn't they ran other tests where they lowered the price from free to

negative 1 cent but they still didn't see any changes in buying Behavior they ran this same experiment over and over on college students children older adults and more yet the results stayed the same there was power and free I thought that was a pretty cool concept and it got me excited to implement this concept in my company I asked myself how can I offer something in my business for free if everyone in my industry or my town is offering Discounted products but I can offer mine for free suddenly the majority of people are going to

choose me so how can I structure my offer to give something away for free I started trying things out and testing the results to see which offers I could give away to get the biggest response eventually I came up with my own experiment to test the effects of offering something for free I call it my 100 visitor test I ran it many times in Different environments with different Target audiences and products and the results were pretty consistent in almost every test we ran while we ran this test with hundreds of thousands of website visitors I

broke it down and simplified the findings to show what our core numbers looked like for every hundred visitors we sent through this test funnel here's how it worked I sent 100 people to a website where they could purchase a product the product was Offered for $197 we paid a talented copywriter and tested different pitches until we got a high converting page after all the testing and tweaking we wound up getting about 1% of cold traffic to convert and buy the product so for every 100 visitors we made $197 and we got one new customer on

our list most marketers would consider that result about average then we started shifting things around and experimented With offering something for free we wanted to see how this new offer would change the metrics and our income so we splintered off one of the best parts of our product and put it into a form we could ship to our customers for free if they'd help cover the shipping costs we offered to put this information on a CD a DVD or a book after people signed up for the free plus shipping offer then we'd immediately upsell them

on the same $197 product we were trying to sell Before I figured I would lose money because I was making people pull out their credit cards and buy the free plus shipping offer before they even saw the $197 offer I mean if only one tenth of potential customers ever even saw the $197 offer logically I should make less money right here's what happened we sent people to the website and on average a whopping 8% of people purchased the free plus shipping offer remember that's up for from 1% on the original page and the Free plus

shipping page needed almost n copy to sell whereas on the original $197 page we had to include really convincing text to persuade people to buy now this is where the magic happens because the customer had already pulled a credit card out of their wallet and made a commitment towards the concept we were selling about 25% of free plus shipping customers bought the upsell offer that means we made $394 per 100 visitors and we got eight New buyers on our list I almost doubled my money and got seven times more customers by adding in a free

plus shipping offer pretty cool huh I don't know what it is about buyer psychology but once you get someone to say the first yes it's so much easier to get the second yes it's a slippery slope you get them started by saying yes to a small thing then they are much more likely to say yes to a larger thing later people ask me if they can just sell or just Give away a digital product instead of the free plus shipping offer the answer is yes you can but you are missing out on some very powerful

things I like to make the free offer physical because it gives me the ability to use the word free while also requiring the interested customer to pull out their credit card to pay for shipping and qualify as a buyer if I decide to sell this as a digital product for a small price then I lose the power of free and if I just Give it away free digitally then I lose the power of qualifying the buyer when they pay the shipping costs I also lose the ability to do a one-click up sell on the next

page does that make sense over the years this concept has continued to evolve as you'll see in the coming chapters showing you the funnels my team started adding multiple upsells after the initial free plus shipping offer and we saw a huge increase in revenues we also created sales scripts that work Almost universally across most of the markets we've tested them in you'll get to learn more about those funnels and scripts and the evolution of our process in the next section of this book however the biggest advancement we stumbled upon was the order form bump let

me explain how it works the free plus shipping order form bump after many initial tests we started testing our free plus shipping concept against our $37 products what we found is so simple yet It has been one of our biggest secrets to increasing our frontend Revenue with almost no effort we took our $37 products and tested them against a free CD a simple audio recording teaching one of the most exciting Concepts from the product we started driving traffic to both landing pages and we found that on average we could get about three times as many

customers to pay shipping for the free CD so we had three times as many Customers following a free route and that meant three times as many people were now seeing our upsell path but we were missing out on getting our $37 product into the hands of our customers and losing the extra upfront revenue from this frontend product in other words we were getting more frontend customers but our average card value how much money you average from each person who goes through your funnel was lower making our Revenue come out about the Same figure 13.1 a

order form bumps take about 5 minutes to implement and can dramatically improve your bottom line and that's when we discovered the order form bump we found that by adding a small box on the order form after someone fills in their credit card information but before they click on the submit button worked miracles the small box offered to add the $37 product onto the order we wounded up with an average of about 34% of our customers adding the $37 product to their order this meant that by using a free plus shipping offer we immediately got three

times as many customers and by adding the $37 order form bump offer we were also able to get about one out of every three people to also order the more expensive front-end product this new tactic gave us almost the exact same frontend Revenue but it brought three times more people through our upsell flow this little secret has allowed us to spend more than our Competitors in almost every market we've ever entered even if you don't use a free plus shipping offer on your front tend and I think you're crazy if you don't adding this order

form bump to every order form will dramatically increase your cart value with almost zero effort com Secrets Labs figure 13.2 this is a real example of a free plus shipping offer we made on my book 108 proven split test winners let's look at A real world example of the free plus shipping principles in action on the page shown in figure 13.2 people can get a free physical book titled 100 8 proven split test winners it's one of the best products I've ever created and I was originally going to charge $997 for it but after fighting

with myself for a few weeks I finally decided to follow my own advice instead of charging the amount I thought it was worth I resolved to get it into the Hands of as many people as possible so I made it a free plus shipping offer I knew when I created it that anyone who got this product in their hands would be a rving Russell Brunson fan for the rest of their life and would want to ascend my value ladder on the order form we added a bump for our conversion Crusher template for just $37 then

after someone purchased the book our first upsell was our instant traffic hacks product for $197 our second upsell was my perfect webinar product for $297 and our last up sell was my high ticket Secrets program for $997 we started to drive traffic to sell my free book and the results that came back were amazing for each free book we gave away we averaged about $66 in immediate revenue from the upsells with numbers like that just think how much more I can spend to acquire customers and once we acquire Someone as a customer we continue to

lead them up our value ladder to other products and services so the revenue only continues to grow how does this work if you're an author coach or consultant think of the most amazing results you could get for your clients the one thing that would really solve their biggest problem and put the information into a book CD or dvd you may hesitate and feel some resistance to this suggestion many People think oh no I can't give that away it's my secret sauce trust me give it away for free and you'll reap the benefits on the back

end e-commerce business tailor this concept to your space space for example if you're selling something like bird cages you could give away a CD titled how to teach your parent to talk or maybe you sell custom suits you could offer free cuff links see how this works Network marketer for this Niche you could create A CD or dvd showing your secret method of finding leads or converting them into Distributors you can then use this bait to attract people who are already interested in network marketing and who you know will make great Distributors for your team

affiliate marketer create your own informational CD or dvd to give away and build your own list and then sell other people's offers on the back end you can even interview someone with more knowledge about the industry for Your free plus shipping offer offline business owner think about your business and the problems you help to solve figure out the biggest problem for your potential customers and share your unique solution record that Solution on a CD or DVD and give it away as a free plus shipping offer or find a physical product you can offer for free

plus shipping anything that will attract consumers and get buyers into your value ladder let's review the secret to Converting cold traffic is leveraging the power of free whatever you're sharing in your free plus shipping offer it can't be boring general knowledge it has to be unique sexy or fun the more unique the better using free plus shipping offers is the fastest way to qualify your buyers and get people into your value ladder remember if someone isn't willing to pull out a credit card and pay a few bucks for shipping on your product then they probably

aren't going To buy your other products either up next now that we've covered all the strategy behind value ladders and how to turn those into sales funnels would you like to see the seven core sales funnels we use in our companies as well as the exact scripts we use to sell each of those products in the next section I will be r ring the nuts and bolts behind building your winning campaigns section four funnels and scripts important note before we start This section I want to point out that each of these funnels and their accompanying

scripts serve a different purpose I use all of them at different points in our company and at different levels of our value ladder I also want to mention that both the sales funnels and the scripts are just a framework that form a starting point once we get the basic framework of a funnel working we add on other components to grow it into a larger more complete sales funnel For example for the free plus shipping funnel I described in the last chapter we added an order form bump as well as three upsells or onetime offers otos

to build the final funnel the scripts I'm giving you in this section are also just a framework you need to adding your personality the elements of your attractive character that will make these static scripts come to life so use these funnels and scripts as the starting point but don't be afraid to Tweak them for your company's needs one of the biggest questions I get about funnels is this how in the world do I actually build these out so they all flow together the way they're supposed to I don't want the technology factor to get in

the way of implementing what you've learned in this book each of the funnels I'm about to show you can easily be built out and clickfunnels.com in section five you will get a full tutorial on how to use clickfunnels to Build out these funnels frontend funnels funnel number one two-step free plus shipping the two-step funnel works really well for the free plus shipping offers we discussed earlier the first page typically has a video using the who what why how script you'll see below then the page asks visitors where should I ship this they fill out the

shipping address form that's step one and then move on to step two where they fill in credit card information for the shipping And handling charge it's important that you mention on the first page that the buyers will be charged for shipping and handling otherwise it's very unethical and you'll upset your customers before they even have a chance to get into your value ladder which is never a good idea as we mentioned before adding an order form bump on step two is a great way to increase frontend revenues now not everyone who fills out step one

will fill out step two so I Capture the email address on the first step that way I can follow up with them later and ask them to go back and fill out the rest of the form after the visitors fill out the second step and click the submit button you take them to a special onetime offer Otto which presents an opportunity to upgrade the order I'll explain the psychology behind how to structure your offer for the otos when I share with you the sales script we use figure 14.1 shows one Otto but Often we'll have

two or three of sells and downsells in our Fels so you don't have to limit yourself to just one additional offer the psychology behind this funel is amazing people are more likely to fill out the first step because they don't see a long form asking for credit card information then once they do get to the credit card form they keep filling it out because their brains are already committed to the process interestingly I Often find conversions to be higher on step one than on a regular email squeeze page even though I'm asking for an entire

shipping address instead of just a short email this is probably because receiving something physical in the mail has a higher perceived value than receiving digital information via email you can see a live example at www.com secretlab.co the who what why how script this is the script I typically use with the twostep funnel Inexpensive offers like free plus shipping items usually don't require a long involved sales letter you need to hit the main selling points and build credibility as quickly as you can just create a little video answering these four questions and maybe add in a

text version on the page present step one on the order form and you're all set this is a short and simple script that answers the main questions likely on the prospect's minds as they look at a Low-end offer who who are you introduce yourself very briefly hi I'm Russell Brunson founder of Doom Secrets what what do you have introduce your product or offer briefly I've got a free DVD that's going to show you blank why why do they need it explain the benefits of the offer if you've been struggling with underscore then you need this

DVD because it will blank how how Can they get it walk them through the order process so they know what to expect just fill out the form on the side of this page let me know your shipping address and I'll send it out right away the catch tell them why you're offering this product for such a low price people always think there's a catch so instead of avoiding the topic let them know in clear terms that there is no catch there's no catch I'm doing this because underscore uncore uncore Uncore uncore uncore uncore uncore uncore

uncore uncore all all I need for you to do is to help with shipping and handling charges urgency explain why they should order this product right now I only have a very limited number of copies so don't be left behind this offer ends at midnight on blank don't wait guarantee reverse any risk in ordering the product if you don't love it I'll refund your money and you can keep the DVD recap remind them what they are getting and why one more time time here's what you're getting XYZ let's review the two-step funnel is great for

converting cold traffic and getting a visitor to qualify as a subscriber and buyer the sales process is short and sweet because you're selling something at the low end of your value ladder up next now after they have made the initial purchase use a different script to sell the special Onetime offer let's look at that script now the oo script Otto stands for onetime offer it's a special offer you make to people who just purchased a product from you we use this script for the OT on all of our offers not just the two-step funnel so

know that you can and should use this script for any upsell situation in the past I would try to use a longer sales process in the Otto but I never had great conversions with the longer version it wasn't until my team Wrote Our script so that the focus is more on confirming the initial purchase and then quickly convincing them to to say the second yes that we saw dramatically better results usually this Otto video is only 3 to 5 minutes long yet it will close people on price points from $97 to 2,000 or more now

one of the keys you need to understand before you use this script is how to structure your Oto getting the second yes is 80% offer structure and 20% script so here are a Few guidelines to make sure you structure the offer correctly rule number one don't sell more of the same thing this is the biggest mistake most entrepreneurs make when it comes to upsells they try to sell more of what the customer just bought instead if the customer bought an ebook titled how to lose weight by juicing your next offer shouldn't be another juicing product

in the visitor's mind he has already scratched that itch so offering more of The same rarely Works rule number two don't sell a random product the next worst thing to selling more of the is to sell a random unrelated product I see this all the time yet if there is no logical connection between the front-end product and the upsells you will kill your conversions rather structure your upsell offer in one of these three ways sample structure number one the next thing this is my favorite way to do Upsells if a guy just purchased your book

how to lose weight by juicing what is the next logical product he needs to buy from you to reach his goals he just secured a way to learn how to juice so that itch is scratched but remember that he is juicing to lose weight so outside of juicing what else will help him to accomplish his weight loss goal is it a weight training manual would he be interested in a cardio related product those types of offers Will convert well because it's the next thing the new customer needs in order to accomplish his core goal this

is what my team did on the back end of our com Secrets lab book the front-end product sold conversion secrets to a buyer obviously interested in internet sales so the two upsells were related to Traffic and then sales sample structure number two do it faster if you have a way a tool a technique or a software program that complements the initial Offer and helps the customer get results faster then the doit faster upsell is the right type of offer the one key point to remember is you do not want to say the initial program won't

work without this upsell there is no better way to upset your new customers than to tell them that what they just bought from you is incomplete without buying more sample structure number three need help this type of upsell pushes people farther up your value ladder to your High-end offers it presents a way to get specially tailored Insight from you here we are asking the buyers if they want help implementing what they just purchased on the front end now that you understand proven ways to structure the upset cell let me show you how to use the

Otto script below is a pattern of dialogue you can use to create your own Otto script while you should tweak the language to match your individual offer try to follow the order I have provided I already organized The crucial elements for you start to finish confirm initial decision it's important to put any possible buyer's remorse to rest by reinforcing the decision to purchase the initial offer it's also important to make sure you keep an open loop at the stage we used to say things like congratulations your order is complete before we made the upsell offer

but this language closed the sales Loop the prospect's brain was thinking I'm Finished and it was hard to get that second conversion but once we changed that language to wait your order is not yet complete the sales Loop remained open and our conversions went up why because subconsciously the reader was still open to being sold on something else pretty cool huh congratulations on purchasing blank your order is not quite finished yet smart equals why tell the buyer he's made a great decision by Making the first purchase and why you've made a smart choice and here's

why you ordered this because you wanted blank and that's exactly what it's going to do for you 3 x2x question ask the buyer if he'd like to speed up his results how would you like to get through three times the results twice as fast how would you like to get blank results in blank time days or weeks exclusive explain why this Otto is not for everyone this offer is not for everyone We're only making it available to you because you proved you're an action taker when you took advantage of blank initial offer so I'm going

to make you a special onetime offer that's only available right here right now results fast speed explain that this OT will complement the original purchase by delivering better results faster what I'm going to share with you right now will help you to get the results fill in the results the customer is wanting You're wanting in half the time the one thing here you need to find the one thing in your product that is the key to the buyer's success this part is often tricky because it is tempting to explain everything about the offer but if

you do that you will kill the sale you need to figure out the one thing that is the most valuable and will yield the best results for example in my Otto selling my perfect webinar system I have over 24 Hours of videos but instead of telling the buyers everything they will learn I focus on one thing a special close the video demonstrates called the stack I explain what it is how much money it has made me my results and what type of results the buyer can expect from this one thing I have another product called

blank I don't have time to go over everything inside of the product because we could be here for hours but one of the Strategies inside that will give you the results you're looking for fast is blank let me explain to you what it is and how it can help you insert explanation and that is just one of the things that you'll learn with this product future pacing help the buyer imagine achieving goals faster and with greater ease can you imagine what your life will be like when you have blank the one thing call to action

CTA tell the buyer how to Order the special offer so click the button below right now to add blank to your order guarantee reverse the risk he may be feeling with a guarantee I guarantee blank or blank value stacking add inv valuable bonuses here's a trick for creating bonuses take the most valuable part of your product the thing people want most pull it out and offer it as a free bonus people can't resist getting the thing they want most of all for free if you Act now you'll also receive blank worth X for free in

blank worth X doll for free in blank worth X doll for free scarcity give them a reason to order right now make this a truly one-time offer this blank product name is available on my website for blank higher price but right now you have this one chance to get it for only underscore this one-time offer is only available right here right now when you leave this page it's gone forever second CTA repeat your call to action don't miss your chance to blank faster and easier than ever click the button now testimonial Rush add in testimonials

about your product more is better don't just take my word for it take a look at what others are saying that's the framework for the o o script now just like the other scripts this is a guide to show you the path you need to lead your customers down to put them in a state where they will purchase you have Some freedom to add in your own personality remember your attractive character is essential to making these scripts come to life so use the script as a guide but insert your own personality for maximum conversions funnel

number two self-liquidating offer typically we use the self-liquidating offer SLO funnel when we are trying to sell a product that's priced anywhere from $27 to $97 the main goal is to have this frontend product cover the expenses of buying traffic you hope to break even that is why we call it a self-liquidating offer because if you structure it right you won't have any traffic costs and your upsells become pure profit in general a free plus shipping offer will lose money on the front-end offer but will use the upsell to break even or even make a

profit in contrast slos should break even before Any upsells first you're going to attract people with a free video report ebook or other lead magnet on your squeeze page typically my bribe to get them to give me an email address is something that I'm going to show them on the next page in a video or a sales letter then once the visitors subscribe to your list they land on your SLO page which sells your core offer this is generally a video or a long form text sales letter presenting Your SLO using the Star Story solution

script described below because the price point is so much higher than a free plus shipping offer you normally have to use a longer script to get your visitors comfortable enough to make a purchasing decision that is what the Star Story solution script does on the order form you can add an order form bump and then take them into your o sequence using the same Otto script I gave you earlier I love the Star Story solution script Because it helps to introduce your new visitors to your attractive character while you are selling them your product Star

Story solution script I didn't invent the concept of the Star Story solution script I first heard it when I was interviewing a guy who had made $100 million in 23 months selling supplements he said there was a script he used to sell all of his products the script formula was so simple first you need a star I call this person the Attractive character then you need a story that agitates a problem and finally you need to provide a solution your product I thought it was a powerful format but it took me almost 10 years to

figure out how to frame each section of the script after I figured out how to lead a prospect through each section I was able to build out a framework that my companies as well as hundreds of our clients use over and over again sometimes it's easy to feel overwhelmed With all the pieces in this script there are 44 but take it one piece at a time and you'll be fine each piece can be as short as a sentence or two While others might be longer as you find places to interject your true stories which Define

the attractive character just think of the 44 pieces as stepping stones along the path to the sail you can write as much or as little as you like for each piece if you follow the script you'll Have a great sales letter by the time you get to the end let's go through the scripts for all three sections Star Story and solution section one star one pattern interrupt this is usually the first thing prospects see it's important to grab their attention get them out of their current environment or activity and suck them into your sales copy

this isn't always easy to do but using a pattern interrupt helps here's an Example of a successful pattern interrupt we used for our pornography addiction product it happened again didn't it to you or someone you love I know your story everyone's situation is different but the results are usually the same often the core desire questions in step two can also work as my pattern interrupt I've seen a lot of people who will start their sales videos showing a strange picture of an unusual object and then say something like the following What does this strange turtle

have to do with your underscore I'm going to show you in this video but first two core desire questions through a series of questions you get prospects thinking about the things they desire most these questions move the brain to the topic you want to discuss which is the outcome or results they wish they could achieve here's an example of C desire questions from one of my list hacking products I've got a Quick question for you have you ever wanted to work from home own your own business come on you know you want that lifestyle the

one that everyone talks about where you can work from home in your underwear or on a beach with your laptop three agitate past failures if prospects are taking the time to read your sales letter chances are pretty good that this isn't the first time they've thought about solving this problem if they already had the desired Results they wouldn't be searching online or clicking ads for your product would they so you already know they've probably tried to achieve the result and failed this part of the sales letter agitates that failure in their brains here's an example

so why hasn't it happened for you yet come on admit it this isn't the first time you've been looking for a proven way to make money is it when is it your turn four big promise SL the one Thing here's where you introduce your big promise the one thing you're going to focus on for the rest of the sales letter when you watch this video to the end you're going to discover blank five introduce the star right after you introduce your big promise you want to introduce the star of the story the star is the

attractive character I usually use the reluctant hero Persona as my attractive character's identity but remember you can use the leader the Adventurer the reporter or any other archetype you think works for your product and your Market hey my my name is Russell and a few years ago I was just like you section two story now it's time to transition into the second section of the sales letter your attractive character story if you've already written your soap opera sequence this section will seem very familiar six high drama whenever you're telling a story you want to start

at the Point of high drama don't start with well I woke up and had eggs for breakfast then I got dressed and went to work blah blah blah do start with the gun was in my face I was staring down the dark barrel and I could see the bullet in the chamber my heart pounded in my ears and rivers of sweat streamed down my face think about your favorite movies do they start at the very beginning of the story way before the main event occurs probably not a good Movie like a good story starts at

the point of high drama the same works for your sales letters present your attractive character at a moment that is powerful dramatic and compelling I crawled out from under my desk almost hitting my head as I grabbed the phone hello I muttered what the bleep are you doing responded The Stranger on the other line confused I asked him what he was talking about in the past 6 hours we have received over 30 spam complaints From your IP address Russell you're a spammer and we're shutting off your internet access what I was so confused I got

a lump in my stomach as I hung up the phone and realized that I now had to explain to my new wife of just 6 weeks that I'm the reason our internet is shut off seven backstory wall next you want to fill in the backstory that led up to the point of high drama how did you or your attractive character get there it's Important that the featured character eventually hit a wall a point where he was completely stuck this by the way is where your prospects probably are right now they have likely tried to make

money online or lose wait or get whatever result you're promising but they can't seem to get the result they want it feels hopeless you see just 6 hours earlier I had officially started my new business as an email marketer or so I thought I had been trying to learn Online marketing for almost a year now and I kept hearing people talk about how the most important thing you can have is your own email list it made total sense to me I did the math if I had 10,000 people on my email list and I was

selling a $5 product then I only had to get 1% of them to buy in order to make $5,000 1% of 10,000 was 1,000 people X5 equal $5,000 it made total sense right and I saw others doing it all I needed was an Email list I just had no idea how to get one eight identify the problem now reveal the problem let them know why your attractive character was stuck which is also probably the reason they are currently stuck in fact the more closely you can relate your attractive character's problem to the reader problems the

better the problem I had was blank nine Epiphany or Declaration of Independence once the AC pinpoints the problem it's usually not long before They have an epiphany or decide to make a major change in their behavior or mindset for example your attractive character might have an epiphany that to make money online he has to build a list or in order to lose weight he has to change his eating Behavior once and for all and that's when I had my big aha moment that's when I decided I had to make a change 10 your path to

finding the ultimate solution take the reader along your journey describe some of the Different things you or your AC tried before you found success so first I try blank that didn't work at all then I tried blank and it was a little better 11 first sign of success let the readers see you start to succeed some of your prospects might be experiencing this feeling at the moment they might be right on the cusp of early success you want them to see you go through this step so that they know you've moved through it to the

ultimate Success and they can too and that's when I finally tried blank and guess what this time it worked 12 conspiracy show them how you finally realized that the cards were stacked against you from the start your prospects are probably convinced that the cards are currently stacked against them because they believe it you need to address this fear through the attractive character story and that's when I realized it wasn't my fault it's because of blank no wonder I Was struggling 13 the big lie explain why it's not their fault that they haven't succeeded before now

for years they had been telling me blank and when I figured out that it wasn't true I was finally able to break out of their chains and get the results I deserved 14 common enemy this is who or what is really to blame for the big lie that was holding the AC back and blocking his success the real problem is blank they were the ones keeping me from blank 15 Rapid growth now show them how fast the AC progressed once he realized the truth once I realized blank that's when we started to blank really fast

16 case studies highlight the stories of others who've had success similar to your or the attractive character story but it wasn't just me take a look at what blank has done for others 17 hidden benefits explain the benefits you didn't expect that have resulted from the product/ disovery you Were describing to the reader I didn't realize when I started that not only does it blank but it also blank and blank section three solution now it's time to bring it all together and wrap up your pitch in a nice neat package that the readers can buy

18 formal introduction introduce the product and that's why I created blank 19 pain and cost tell them what you had to go through to create the product this took blank time to create and cost me X but it was totally worth it 20 ease how much effort does the product save you it makes blank so much easier 21 speed how much time does the product save you what used to take me blank time I can get done in blank time 22 so benefits explain why they need this by writing out three or four benefit eits

followed by the words so blank burns fat while you sleep so you can lose weight without exercising builds your list on autopilot So you can concentrate on running your business 23 social proof these are your testimonials let the prospects read what others say about the product but don't just take my word for it here's what others are saying this blank saves me time and effort every day I love how it blank and blank 24 make the offer explain what the buyers will get but before you get started let me ask you a question would you

like to get access to blank for less Than the cost of a cheap meal for two you can get access to everything inside of blank now while it would be impossible to show you all of the benefits of blank I want to show you some of the things that you'll experience as soon as you're on the inside 25 build value add bonuses and additional features But be sure they support the one thing the focus of your entire sales letter plus you'll get blank blank and blank 26 float a fake Price Tell the readers how much

the product should be worth if they had to pay for each item separately it should be a number much higher than the actual price but you must also make sure the product really is worth the price you name be ethical explain why the high price is Justified based on its value the total value of all this is underscore underscore underscore underscore underscore underscore Underscore underscore because underscore underscore underscore underscore underscore underscore underscore underscore underscore underscore 27 emotional close if slash all use the words if all to help anchor the offer and help the buyers justify

the fake price you named earlier use both toward pleasure and away from Pain statements if all this did was give you the house of your dreams would it be worth it toward pleasure if all this did Was let you fire your boss would it be worth it away from Pain 28 reveal the real price Now Tell the readers how much they are actually going to pay this price should be much lower than the high price you floated earlier I'm not going to charge you blank I'm only going to charge you blank 29 guarantee logic reverse

any risk the potential buyers may be feeling give the guarantee some crazy name I'm going to take on all the risk and give You my blank crazy name guarantee 30 inject scarcity fear close give the buyers a legitimate reason to buy now but you must act now because blank 31 future pacing help them see how awesome their lives are about to become after they buy your product just imagine what life will be like when blank 32 call to action tell them what to do to make a purchase also tell the prospects what's going to happen

next so click on the button below right now and you'll be Taken to a secure order form after you put in your credit card information you'll be taken to a secure members area where you can download blank even if it's 2 a.m. 33 post selling make the readers feel like they might be left behind if they don't hurry for those who are already signing up this is what's going to happen next 34 or takeway selling warning explain that they need to make a decision and it doesn't matter to you whether they order or not you

see It doesn't matter to us if you sign up right now or not we'll still be going about our daily business and hitting our financial goals with absolute certainty whether you join our team or not however without our help you'll always be working harder than you really need to I know it sounds kind of harsh but I think you'll agree that it's true 35 close with reminder this is a summary for the skimmers but it can remind all readers of the offer remember you get blank Recap the offer that's it the entire script for a

long form Star Story solution sales letter it works great for both text and video sales letters don't forget you need to infuse each of the steps with the personality of the attractive character use these 44 pieces as a framework to get you from the opening lines to the sale funnel number three continuity the last type of frontend funnel that I want to show you is our Continuity funnel one of my mentors David fry said and I wholeheartedly agree that if you don't have continuity then you don't have a business in every business there are ways

to add continuity income and it's an essential part of every value ladder continuity is when you get paid regularly usually every month for ongoing access to information or software or some other product the funnel itself is very simple once a visitor has moved through either A two-step or an SLO funnel and made it through my soap opera sequence then I will usually send them through a short email sequence promoting my continuity funnel once people are in the program they are charged on a regular basis for continuing usually this is a monthly charge but it could

also be weekly or yearly many people ask me where they should use continuity funnels you can use them as a front end to generate leads and we do this with some of our Continuity funnels but I prefer to use them as the second funnel in my sequence after my customers have had a chance to bond with the attractive character waiting dramatically increases our stick rate how long the customer remains an active paying member now one exciting thing about this funnel is you are able to use the same scripts that we have already introduced to get

people to join your continuity programs if if you are selling a free or $1 trial then the who What why how script typically works the best we've also had incredible success adding in order form bumps that give our customers training on how to use the continuity program if you are planning on selling continuity without a trial then I would recommend using the Star Story solution script after people have purchased the membership you can create otos like we discussed earlier we have found yearly or lifetime accounts to be incredibly effective upsells with Continuity programs funnel number

four the perfect webinar webinars have become extremely popular sales tools over the past few years mainly because they work so well they take the old teleseminar slsp speaking model to a whole new level back when I was doing a lot of speaking from the stage my main income came from all the products and coaching I sold after a presentation was over this is called back of the room room selling because There was always a table set up at the back of the room where participants could go to buy whatever product I was promoting that model

works really well but your sales are limited by the number of participants in the room there may be hundreds or thousands of people who would love to buy your product but for whatever reason they aren't at that seminar webinars Chang that Dynamic completely with a webinar you can deliver your presentation online people Don't have to travel anywhere to catch your speech and you don't have to travel anywhere either at its most basic level a webinar is nothing more than a PowerPoint presentation that you broadcast live or record over the Internet it allows you to give

your sales presentation to just about anyone in any corner of the globe the best part is you can record the webinar once and then broadcast it over and over again this is called an automated webinar and It's made me a fortune over the years webinars can be as long as you want in fact you'll learn about the invisible funnel webinar in the next chapter that one can be as long as 4 hours the perfect webinar we're discussing in this chapter typically runs for about 60 to 90 minutes there are two parts to most webinars the

content and the sales pitch occasionally you may want to give an all content webinar but for the most part you'll be selling something at the end Of your presentation you promise to teach people something on the webinar then if they want to learn more or dive deeper into the topic they can purchase your product or sign up for coaching or whatever you're selling it's very important that the content of the webinar is valuable on its own but as you'll see from the perfect webinar script you can craft the material in a way that also helps

to set up the sale in this chapter we're going To cover the sales funnels for both a one-time webinar and also for automated or Evergreen webinar sales webinar funnel the funnel for a sales webinar is very simple you drive traffic to a registration page where you have some sort of sales letter or video encouraging readers to sign up for the webinar typically I use the who what why how script on my webinar registration Pages after watching the video or reading the copy the interested Prospects fill in their name and email to register boom they're now

on your list then you send them to a confirmation page where they are reminded of the date and time of the webinar and given instructions on how to call in at the appointed time they will attend the webinar and you can sell them your product often people can't make it to the live webinar for some reason so you may decide to send a recording after all the more people who Hear your pitch the more products you're likely to sell automated webinar funnel typically I will do a webinar live once and then I take the recording

from that event and build out an automated webinar funnel that will allow me to keep sending traffic to that website every day for the rest of my life it's nice because you can keep selling your products 24 hours a day 7 days a week in every country in the world at the time of this writing I currently have two Webinars that have both made me over a million dollars both are still selling to people right now while I'm writing this book we add a few extra steps to the regular sales webinar funnel to make this

one run continuously you start by driving traffic to a registration page that uses the who what why how script and people enter their names and emails to register then they go to a confirmation page where they get the date and time set for some point in The future or they can choose to watch yesterday's replay right away the webinar itself is the same format as the regular sales webinar we deliver content and sell something at the end in a few pages I'll give you the perfect webinar script which will show you exactly how to do

this my team carefully tracks when a participant leaves and then we send out a different email sequence depending on how long they watched everyone who subscribes gets one Sequence everyone who shows up and stays all the way to the end gets another sequence people who show up but leave early get yet another sequence and the no- shows get an entirely different sequence to encourage them to go back and watch a replay each sequence encourages people to either go back and finish watching or go order the product we're selling once the participant places an order the

email sequences should stop Automatically the perfect webinar script now that you have people signed up what are you going to say how you structure your webinar has everything to do with how much you sell at the end a typical webinar is broken down into three sections the introduction the content and the close or the sales pitch over the the past 10 years I've had a chance to speak and sell on stages all around the world and I've had the chance to learn from some of the best Stage Closers in the world this script incorporates strategies

I learned from at least a dozen different people it's the outline I now use for every webinar and it works there are a lot of pieces to this script but try not to get overwhelmed think of it as just three sections introduction content and the stack then fill those three sections in with the script provided introduction this should take about 5 minutes it introduces you your Subject and your credibility hi I'm Russell Brunson founder of Doom secrets and CEO of several multi-million dollar companies big promise repeat your big promise this is the one thing that

got the participants to sign up in the first place it's also the ruler they will use to judge your webinar's quality if you don't set this ruler then they will measure the value of your webinar based on something outside of your control in The next 60 Minutes you are going to learn my exact strategy on how to blank without blank hook to end give the participants a reason to stick around all the way to the end of the webinar free giveaways are popular you could also promise to do something funny or show them something cool

don't forget at the end of the webinar I'm going to give you a secret link where you can download a transcript of everything I'm going to show you today you have to be watching Live in order to get this so stick around I promise it will be worth your time command attention tell them to close out of Facebook turn off their cell phones and give you their undivided attention also you might ask the participants to grab a pen and paper for taking notes I know there are distractions all around us but this strategy I'm about

to share can change your life I don't want you to miss a single crucial step so please make a Commitment to stay focused can you do that for yourself close out of Facebook stop checking your email turn off your cell phone give me your complete attention qualify yourself let the participants know why you are qualified to speak on the subject you're probably wondering why I'm qualified to teach on this topic here's my story then go into XYZ future Pace lead the viewers through some imagination exercises where they can picture what life could be like once

They learn the secrets you're about to reveal be descriptive and appeal to all five senses if possible imagine what your life will be like after you know how to blank can you see blank would that make things better for you the content this is the meat of the webinar it should run about 50 to 60 minutes and it should deliver whatever content you promised in the registration script I like to focus on one main idea and then reveal three secrets about that one Thing so I'm really teaching three things but they all relate to the

main idea I'm selling the one thing the one thing is the core content of this webinar it's the reason the participants showed up what do they want or need to learn or understand every teaching Point through the webinar must point back to this one thing I always try to break down my one thing into this simple format how to blank without blank how to add High ticket sales to your sales Funnel instantly without you personally talking to anyone on the phone ever this is the one thing from my high ticket Secrets webinar for this offer

I looked at what the other gurus were teaching about making high ticket sales they were all teaching how to close people on the phone well I hate talking on the phone and I think most of my audience does too so I decided to show people how they can still take advantage of the income boosting potential of high ticket sales Without talking on the phone after I explain this big idea the one thing I share three secrets that will expand on what I promise to reveal typically when I'm creating these three secrets I'm looking to debunk

existing beliefs participants might have that would keep them from purchasing the product from me at the end of the webinar for my high ticket Secrets webinar there were three belief patterns that I had to break in order to get people to buy Are the common beliefs and then the secrets I created to destroy that line of thinking secret number one break the best model for making money online is to sell products rebuild you can make more money in one day selling High ticket products than you can in a month by selling normal products secret number

two break to sell High ticket products I have to sell on my phone rebuild you don't personally have to sell anything big plus because I hate phones let me Show you how to build a two-person mini call center to close all of the sales for you secret number three break it probably costs a fortune to drive enough traffic to make this work rebuild you only need a little bit of traffic to make this work about 100 clicks a day remember teaching these three Secrets should take 50 to 60 minutes so be sure to tell stories

show examples and use this as an opport opportunity to get your audience to bond with the Attractive character the stack this section of the webinar should last at least 10 minutes often I allow for 20 minutes or more depending on what I'm selling the hardest part of selling on a webinar for most people is transitioning into the close they start to get nervous and the hesitation shows in the voice and confidence level the best way I've found to transition is simply to say let me ask you a question and then you move straight into how

your product will help The participants with whatever your one thing is once you transition into your sales pitch you're going to use something called the stack the stack I consider the stack my secret weapon I learned it from one of my mentors Arman Moren I saw him speak on stage and close nearly half the room with almost no effort I pulled him aside to find out what he was doing and he explained to me the stack I started using it immediately and I went from closing on average 5 to 10% of a room to consistently

closing 20% or more then I started using it on my sales webinars and saw a dramatic increase in how much I made with each viewing it's worked so well and so consistently that I will never give a sales presentation again without it Arman taught me that the only thing your prospect remembers when you sell is the last thing you showed him he explained that most sales presentations focus on the core offer then a list of Bonuses so the last thing shown is the last bonus followed by a call to action to get the prospect to

buy the problem with this is when the person doesn't think that the last thing you offered is worth the price they simply won't buy under those circumstances so Armand builds a presentation slide called a stack slide this slide has everything included in the offer presented in a long bulleted list he introduces the first bullet Point talks about it moves to the second bullet point and so on but when he shows the slide with the second bullet he restacks the offer so what that means is that your first going to get blank and also blank he

then talks about the next component of the offer and reveals the next stack slide but this time there are three products listed in the offer stacked from the first mention to the last be sure to notice the order and Arrangement so what that means is that You're first going to get blank and also blank and also this blank keeps doing this throughout the entire close when he gets to that last part of the offer he shows the final stack slide with everything listed and Recaps everything on that slide then he finally introduces the price now

prospects associate the price with the full offer not just the last thing he mentions after you reveal your full stack slide you want to show the total value of Everything the buyers are going to receive even though the price you name first isn't what what buyers will actually pay you need to Anchor that price in their minds before you move on we do that by introducing if all statements similar to the ones we used in the Star Story solution script if SL all use the words if all to Anchor the offer and help the buyer

justify the price you have given use both toward pleasure and away from Pain statements If all this did was give you the house of your dreams would it be worth it toward pleasure if all this did was let you fire your boss would it be worth it away from Pain reveal the real price now tell them the actual price this price should be much lower than the price you gave after the stack I'm not going to charge you blank I'm only going to charge you blank those are all the core elements of a perfect webinar

it's the path I take my Customers down when I selling them anything on a webinar I do have a variety of ways I close out a webinar as you can see from the image at the beginning of this chapter There are 16 methods that I use in most of my presentations in order to make these clear to you I created a special video demonstrating how to use the 16 closes while you were doing the stack to see that video go to www.com book.com resources closes now That you know the structure of the perfect webinar how

would you like to learn how to get people to pay you to sell them high ticket offers we've developed a special webinar funnel where people will pay you for the privilege of letting you sell them on your highest priced offerings and they'll do it with smiles on their faces it's called The Invisible funnel webinar and it's next funnel number five invisible funnel webinar the next way we sell products in The middle of the value ladder is through a concept we call the invisible funnel the invisible funnel is a concept that was created by deeon Smith

it's a powerful tool my team has used often over the past few years to get people to ascend our value ladder quickly the invisible funnel is a premium webinar that people pay for after the webinar is over if and only if they love what you taught them let's look at how it works we drive traffic to a website that uses The Magic Bullet script to get people to sign up for the invisible funnel style webinar to register participants enter their credit card details but they are not build anything right then they watch the webinar which

is usually 3 or 4 hours of amazing high value content then after the webinar is over if they agree that the webinar was worth the predetermined price then they do nothing and you charge the card the next day if the participants don't think the webinar Was worth the money they must send you an email before a certain deadline so that you won't charge their card this format lets people try before they buy and it gives you a chance to show off your very best content first at the end of the webinar you can do a

very soft sale to push the participants to an application page where they can upgrade to your high ticket back-end products or Services if you structure your invisible funnel correctly you'll find that it's a Really cool way to get people to buy things without ever selling them anything it creates tons of Goodwill and builds a strong bond with the attractive character let's talk about the numbers from my first invisible funnel webinar we had 550 people register with their credit cards from those 550 people 85% of them showed up for the actual webinar this number was shocking

considering that roughly 30% attendance is common on free Webinars I Tau for 4 hours at the end I told those who didn't love it to let me know and I promised not to charge their credit cards from that offer we only had about 10% of the people cancel so we were able to build 90% of them the $47 price tag totaling about $235,000 that's not bad considering I hadn't sold anything to anyone yet I just gave them a bunch of cool value in the form of information finally I invited those on The webinar to apply

for my high-end coaching services and from that offer we got a stack of applications that turned into an additional six figures in business over the next 30 days we've successfully use the invisible funnel to sell weight loss products dating advice speed reading programs and a whole bunch more I don't use the invisible funnel for every selling situation but it's a powerful tool that my team uses a few times each year to build a ton of Goodwill with our audience and to make some extra money while we do it let me show you exactly how to

get people to register for an invisible funnel webinar Magic Bullet webinar registration script a magic bullet is simply the one thing you're promising they'll get out of the webinar within a certain amount of time or they don't pay there's an old saying in direct response marketing that you have to sell it even if it's free that goes for these try Before you buy webinars too I do have a script that I use to get people to pull out their credit cards and sign up for a video sales letter this script should be somewhere between 2

and 3 minutes not too long raise the question set up your Magic Bullet by asking questions that bring people's desires to the front of their minds make them wish they had what you're about to offer you want the answers to the questions to be yes raising desire questions at the Beginning of the sales letter works really well depending on your Market you may want to use questions that move people toward pleasure or away from Pain example dialogue to move the participant toward pleasure what if you could plug any book into your brain instantly download that

knowledge and imp Implement that information into your life do you want to learn a new language do you desire to learn how to make money are you ready to score high on a test Example dialogue for moving a participant away from Pain let me ask you a question do you ever feel like you're the only guy in the world who can't talk to a pretty girl do your hands start to sweat when you walk into a room full of people does your heart beat so fast it feels like it might burst out of your chest

right then and there does the thought of humiliation keep you home at night all alone the final question should say something like Wouldn't it be nice if or wouldn't it be awesome if wouldn't it be nice if there were a way to learn anything almost instantly and retain it all much longer wouldn't it be great if you could walk into any social situation and feel totally at ease wouldn't it be awesome if you could eat whatever you wanted every day and still lose weight introduction next you want to introduce yourself and the idea of the

Magic Bullet you are going to offer in the Webinar training hi my name is Russell and those are questions I used to ask myself as well just imagine if you had that ability what would you learn what information would you want if you could instantly download it into your brain point out frustrations your prospects have probably tried other Solutions and failed you need to let them know their frustrations are normal and that you once had them too don't tell them what Their frustrations are directly instead explain your frustrations because they are likely the same things

they are struggling with unfortunately gaining knowledge isn't as easy as inserting a socket into our brains to download the information we have to find a good one to two hours if we want to open a book and sit down to read even if we read quickly it's going to take days to get the information we need out of the book While you might try using the internet to speed up the process you can quickly become bogged down with Millions ions of pages of listings for any topic you want to study talk about information overload if

you've ever felt that frustration with learning a new topic then I can relate to you perfectly my magic bullet now you introduce the amazing solution you're selling tell prospective participants about the tangible thing they're going To get by attending the webinar if you get your magic bullet right the rest of the sale is very easy so take some time to craft the best magic bullet solution your business can offer for clarity I try to phrase it like this you'll get blank result by blank sure amount of time or you pay nothing the more tangible the

result the better you also want to describe how you discovered the solution and what the value of that solution has been to you how did this Secret change your life what was the emotional value for you a Magic Bullet in the dating Niche might be get a girlfriend this weekend or pay nothing a weight loss example might be something like try my 3-day detox and lose 7B or you don't pay anything the Magic Bullet For Speed reading might be double your reading speed in 4 hours or pay nothing to draw on the most participants expand

the main idea of your Magic Bullet and tell the reader a story about how this Solution has worked for you just like you I struggled with reading until I found the secret I met this guy named Howard Berg at a seminar he spent just a few short hours with me and I was able almost instantly to double how fast I could read I started telling my friends family members and business associates about what Howard did at my office what happened next shocked me some people were begging me to meet him so they could double their

Reading speed others were really skeptical that it was even possible so I gave them a challenge the same challenge that I'm going to give to you right now pay hoe $100 and I guarantee that he'll more than double your reading speed in an afternoon and from that point forward for the rest of your life you'll have a skill that will serve you forever don't worry proof now you're going to introduce the fact that you are offering a premium Webinar you'll also tell the participants not to worry because you're going to prove its worth before you

charge them any money and if you're skeptical then don't worry keep the $100 in your pocket and then after he's personally trained you and you've doubled your re reading speed then pay him the 100 and if he isn't able to double your reading don't pay him anything does that seem fair we called this the Howard Berg double your speed Challenge and so far Howard has never lost so I set up a special webinar event this week for you and Howard Burke if you are on this webinar Howard will double your reading speed and prove his

amazing results to you risk reversal Z dollar dollar here is where you offer the try Before You by option here's what I want to do for you I'm so sure this will completely change your life that I'm going to let you listen to the entire webinar for free then at the end You get to be the judge either I live up to my word or I don't if I do deliver what I promise and you love the information do nothing and will charge your credit card $100 if I don't deliver or you don't think the

information was worth the price just send me an email before midnight and we won't charge you anything does that sound fair it's kind of like going to a restaurant and only paying if you love the food or going to A movie and if you hate it then you pay nothing the clothes get the reader to commit to giving your webinar a try so now it's your turn to decide say yes and let us prove that our system works you will need to put your credit card number and now to reserve your spot but you pay

nothing in until after the webinar is over and then pay only if you love it you've got nothing to lose by giving this a try if there's even a chance that this could completely change your life Isn't it worth checking it out for free just click the button below and reserve your spot for this life-changing webinar I promise it will be worth it this magic bullet script is pretty simple and I can usually write up one of these sales letters in less than an hour if you follow this script swapping out the reading program for

the details of your training you should be able to get it done quickly even if you hate writing sales letters this script is proven to Work just tweak it to fit your business and your offer and remember once you get your magic bullet right everything else should come together with ease now that you've got people signed up for your webinar what the heck do you say for 2 to 4 hours I know providing value for that long might sound intimidating but you can do it let's Di into the script I use for all our invisible

webinars invisible webinar content once you have participants signed up for your Webinar you still have some work to do it's important to structure the webinar correctly so that all who watch feel like they've gotten their money's worth you want each participant to be more than happy to pay you at the end you also want to use the correct leadup and soft sales pitch for your high ticket consulting or coaching package at the end of the webinar remember this this webinar is going to be 3 or 4 hours long so you may need to bring in

multiple Pieces of content don't hold anything back give viewers your best stuff tell them everything they want to know answer any questions they ask trust me the 4 hours will go by before you know it here's how to structure your invisible funnel webinar retail hook you got the participants to register for this webinar by using your magic bullet script the try Before You by hook so you need to reinforce the rules they are playing by during this webinar they get A chance to vote with their wallet at the end did the webinar deliver or not

and remind them they must stick around until the end because only then will you give the secret email address where they can email you if they don't think the webinar was worth the price of admission tell them what they'll learn give all participants an overview of the system that you are going to be teaching on this particular webinar content for each content piece Start teaching your content now it doesn't really matter how many pieces you teach as long as it's your best stuff and it fills up the three or four hours you promised you may

want to practice teaching the content pieces out loud so that you know how much time to budget during the actual webinar here's how you want to present each content piece what is it give the content piece a cool name making it easy to remember Parable tell a memorable story to Demonstrate the concept and cement it in the participant's brain teach concept go through the nuts and bolts of the concept example real life if possible give some examples of how the concept Works in real life if you have case studies that show your students or clients

succeeding those are the best examples recap after you have finished teaching the content for your training then you want to remind them again about everything they learned while they were On the training with you tie it to value help participants see how much this information will be worth after they implement it after you have anchored the true worth price in their minds then you can come back to the actual asking price of this webinar how much money will they make after they Implement all they learned how much time could they save what's the emotional value

of the knowledge they gained will it save them embarrassment or grief lay out all the Benefits for them was it worth X to you ask the participant to decide whether the we inar was worth this price if so do nothing and we will Bill your credit card the agreed upon price if not email us at blank before blank and let us know this content wasn't for you and we won't charge your card transition to offer briefly mention that the participant may now want personalized help I know we've covered a t of information today and some

of you are probably wishing you Could get some help with setting all this up am I right quickly I want to to let you know that I do have a personal coaching program it's not cheap because you get my personal attention the whole way through the process but I make sure you have everything you need to be successful also because I'm personally involved and work very closely with my students I can only help a limited number of people so the only way to get in is to apply for a slot you've Received everything you need

to succeed in this webinar but if you are interested in getting my personal help here's what you should do next pick your close where will you send people to fill out an application to website give the URL where a participant can pay for your coaching free application if this is a free application make clear that there is no charge to apply paid application if you're charging participants to apply let them know how much and how they Should pay simple three-step close this is a very Soft Cell you want to let people know that you do

offer personal coaching or Consulting to help them get the best results as fast as possible then tell them where to go to fill out an application what tell them what your service consists of why tell them why they should apply how tell them how to apply let's review invisible webinars are a great way to get people into your Value ladder for free and build a relationship between them and the attractive character be sure to build in so much value that you can quickly Ascend a viewer to your highest levels webinar can accomplish all this in

a way that is fun for the participant I've made hundreds of thousands of dollars using this style of teaching and people just love it the keys to making it work are having the right Magic Bullet promising a result They'll get before they pay and delivering what you promised up next do you have a new product but aren't sure how to launch it into the world the next chapter will show you our product launch funnel and provide the scripts we use for each step funnel number six product launch the product launch funnel was made famous by

Jeff Walker and since then just about every internet marketer and almost every Niche has used this funnel in some way because the approach Works basically you're breaking up your sales presentation over four videos each providing a ton of value while educating your prospects and selling your products this funnel works best with warm and hot traffic so typically you're emailing your own list or an affiliate Partners list with links to the videos this product launch funnel is broken down into four videos video number one is called wow and how where you will wow them with a

big idea and then show them How you and others are using this concept video number two is the transformational education piece where you will actually let people look over your shoulder as you walk through the process with them video number three is the ownership experience piece where you show viewers what it's like to live when they have this this in their lives video number four is the offer where you will reveal what you're selling the price and how they can get it let's take a look at How each of these videos is scripted to make

sales the following scripts will show you what to say in each video the videos can be as long as they need to be but I find that The Sweet Spot is around 10 to 20 minutes video number one wow and how big promise this is your one thing the valuable principle you have promised toach teach during these training videos how to sell High ticket products without getting on the phone kill myths dispel any common objections Or reasons the potential participant might not believe you you may think you have to be a sales expert and hang

out on the phone all day to sell High ticket products but that's not true anymore I've sold hundreds of thousands of dollars with this simple process let's look at others content number one show how others achieve these results all the time tell stories and case studies meet blank she did blank without blank here's blank He couldn't believe how easy it was to blank just look at his results hook to video number two get them excited about the next video tomorrow you'll discover you can blank even though blank video number two transformational education let's do it

together it's okay if you don't think you can do it on your own let's go over it together now I know it might be hard to believe you can blank so I'm going to show you just how Easy it really is let's go over it together right now how I do it content number two here's how I do it step by step just give a brief overview of the steps here's exactly what I do every time step one step two step three proof that it works show your success successful results casee studies or other proof

here's how well it works for me but don't just take my word for it here's what my students have done hook to video number three get them excited For the next video tomorrow you'll discover blank video number three ownership experience future Pace experience imagine what your life could be like if you commit to this program I want you to take a moment to imagine what would be different in your life if blank what possibilities would open up for you if blank how would you be different if blank how you do it content number three imagine

yourself doing this exact process here's what it would look Like now imagine yourself doing blank then blank and finally blank can you see yourself doing this in your mind's eye it looks pretty simple right hinting to the offer would you like the chance to learn in the fastest easiest way possible we all know reality is usually a little more complicated than our imaginations but I know this will change your life and I want to see you succeed that's why I'm going to help you blank hook to offer video in the next video I'll show you

how you can get results just like these tomorrow I'm going to show you the fastest and easiest way to blank your success is closer than you know video number four the offer here's what I've got explain the offer I really want to see you succeed I've been where you are and I know how hard it can seem that's why I created blank here's what you get here's what you'll do with it explain how it works here's how each piece helps you move forward here's what It'll do for you explain the results when you follow the

steps as I've outlined them here's what you can expect here's what you need to do right now explain how to order and what to expect next just click the button below and you'll be taken to a secure shopping page in just three clicks from now you'll be on your way to blank let's review product launch funnels are best used with warm or hot traffic we usually send people to the videos from a link in An email either to our own list or to an affiliate or JV Partners list you break down your sales presentations into

more digestible chunks delivered over the course of a few days to build up excitement you teach in the first three videos and then sell your product in the fourth up next if you sell High ticket coaching or Consulting you probably spend a ton of time on the phone with Tire kickers and people who really aren't a good fit for Your offer wouldn't it be cool if you could just collect applications and pre-frame your high ticket Consulting clients to say yes before you even get on the phone with them better yet what if you didn't have

to get on the phone with them at all yet could still sell them on your offer how cool would that B the secret is in the next chapter funnel number seven Hi tiit three-step application this funnel is a very simple process to qualify and pre-frame Potential High ticket consulting or coaching clients for years we called all of our buyers and offered them coaching the problem was it took 60 sales guys to contact all of our buyers it cost me hundreds of thousands of dollars a month to weed through everyone and find a few who were

interested Ed a few years ago we decided to close down the call center and find a better way to sell our high ticket coaching Services that's when this three-step Application process was born it has given us the ability to make almost as much gross revenue without having huge overhead we can literally make as many sales with just two salese as we could with 60 let me tell you how it works step number one you need to create a simple page that shares a case study video video explaining the results your clients can get when they

receive coaching from you after watching the free case study video potential clients Click on the apply Now button and are taken to an application designed to pre-qualify them as good prospects step number two the prospects fill out a full application which serves two purposes it helps your salespeople learn about an applicant's business where they are now and what their business goals are for the future more importantly though it pre-framed the Prospect by getting them to sell you on why you should take them on as a Coaching client the application stage weeds out those who really

aren't ready so you are only calling the prospects who are ready to start working with you the application also pre-cells the program in the prospect's mind after they finish the application we take them to a homework page step number three the applicants follow the instructions on the homework page all the while building an even stronger bond with the attractive character my inner circle Homework page includes three videos for applicants to watch the first video is a short class with me teaching what it takes to succeed in this business the second video tells the story of

how my wife and I struggled to St our family it explains exactly why I'm so passionate about helping business owners get their messages out into the world it's also a tearjerker the third video is a series of case studies and testimonials about the coaching program itself The homework page is an important pre-frame step that helps make the final sale easier another important function of the homework page is explaining what's going to happen next the applicants will be contacted by one of our salespeople and offering a way to contact us by phone if they just can't

wait my sales team is great at calling people quickly but when people are in pain now they often want to feel like they're being Proactive if someone is at that hyperactive buyer stage I don't want them to have to wait for us to call so I give them a way to call us the sales script for selling the high ticket item on the phone is pretty long and involved let's dive in and look at our script for selling High ticket products High ticket two-step script closing a high-end client takes more time and finesse than selling

a simpler product it's important to change the selling environment to a Phone conversation a live event or seminar environment could also work most prospects won't whip out a credit card and pay $25,000 based on a video sales letter alone we have a very effective high-end sales process and I'm going to share the script with you here it's much more involved than the other scripts we've covered in this book so far in fact the entire process can take from 75 minutes to 2 hours if you're interested in Learning the finer points and details involved in selling

with this process you can learn more at w ww. highs.com my team uses a two-step script because it's really the most effective way to close a high-end ticket sale over the phone you will need two different people to make a sale using this process the setter and the closer using two salese provides consistency in your sales when you find the right people and they follow the script it works day in and day out you Should not be the one selling directly on the phone you're too close to the out come emotionally and it's just bad

positioning instead two salespeople work together to close a new client the setter gathers basic information on the prospect draws out his emotions and identifies the prospect's pain and goals once that is done the setter gets off the phone and has the closer call the applicant back the closer magnifies the pain gets the prospect to sell himself On why he is a good fit for the program and then provides the solution the set script introduction for Setters the goal here is to introduce themselves in a low-key way and have a natural conversation with the prospect the

setter is getting to know the Prospect and pulling out any emotions related to the topic you're discussing they must find out where the prospect is right now and how he feels about where he is questions then the setter should focus On finding out where the prospect wants to be what are his hopes and dreams what's the real reason deep down that he wants those things he may want to make a 100,000 a year that's great but why what would that money allow him to do quit his current job stay home with his kids buy a

boat and sail around the world buy his aging parents a home finally show his ex-wife that he's worth something after all the setter has to find out the why that's where you'll find the Emotions remember people buy based on emotion first then they rationalized the decision with logic you've probably heard sales advice saying you need to get to a buyer's emotions but I find many people just don't know how to do that you hook the emotions by asking questions always ask additional questions does the prospect have kids great how old are they what are their

names if you know the prospect wants to homeschool his kids ask why how would it Feel to know he had the freedom to teach his kids any way he wanted follow-up questions help you hook into emotions what would it mean to the prospect if he could buy that new house for his parents how would he feel standing on a boat in the Caribbean totally free of debt and worry help the prospect paint a picture of the feelings behind his dreams you can get all this information with a few questions within 5 minutes the setter knows

exactly why the prospect is going To buy this program he also o knows the hot buttons to focus on the setter should ask the prospect what's holding you back why haven't you achieved your dreams already you'll probably hear some variation of I don't know how the prospect doesn't know how to build a business online or he may say he doesn't have time which is really saying he doesn't know how to build a business in 5 hours a week he may say it is because he Doesn't have money which is really saying he doesn't know how

to build a business using other people's money once the prospect realizes it's simply a lack of knowledge blocking his success and that you can provide him with that knowledge ask him this question if you knew how to build a business in just 5 hours a week would you do it of course he is going to say yes he has just started to sell himself on purchasing your product your knowledge the setter Cannot move forward with the script until he understands the prospect's emotional hot buttons the prospect must also admit he doesn't know what he is

doing in some form or another when it comes to building a business he must realize he needs help blast give him a taste of what you offer don't go into great detail about the program that's what he's buying but the setter should give him an idea of what he could discover or get done now obviously it's Impossible to work with everyone who applies SL buys our information so I'm here to weat out those who aren't ready and find the right people to work with oneon-one I understand you don't know how to build a business in

5 hours a week and I don't know but maybe we can help let me explain what we do here next ask a critical question to get the prospect to sell himself use a pivotal question that will bring home all the reasons he needs To pull out his credit card at the end of the conversation let me ask you this if you could work one-on-one with Russell Brunson or someone like him do you think you'd be successful absolutely how come here's why this is so important I can talk for hours about how great our program is

and all the reasons the prospect should buy but it might be a lie if he tells me all the Reasons he'd be successful with our program then it's the truth because he believes it when the setter gets him to explain all the reasons he'd be successful sales become easy ask how come why would working with Russell Brunson help you be successful then the setter must shut up don't talk let the prospect talk once he gives the reasons the setter should repeat them back and confirm his beliefs so if I gave you the chance to Work

with Russell Brunson you believe you'd be successful yes if you had the opportunity to work with Russell Brunson you could get fill and what they want if you had the opportunity to work with Russell Brunson you'd know how to get there next get the prospect to sell himself and tell the setter why you should work with him why why do you think you'd be a good candidate for this program posture to set up the closer as The expert the setter should say the following now I'm not personally an expert at building businesses online in 5

hours a week my job is simply to find the people who are qualified to be part of this program if I feel good about you I'll turn you over to our program director the closer he is the one to decide who will be the right fit for our program before I do that I need to find out a little more about you and fill out a short profile I need to understand Where you are right now professionally and financially then I need to find out more specifics about where you want to be in the future

all this information will help us determine if you're going to be a good candidate is it all right if I ask you a few questions sure the setter has just asked four and gotten permission to ask just about anything prob collect financial information your setter is going to Start asking some pretty personal questions next and is going to fill out a form with the information you want people to answer quickly without getting too emotional start by asking about age marital status highest level of education and things like that then the setter must be sure to

ask is is there anyone else involved in your business a spouse or financial partner if so get the other party on the phone too right Then and there it's a waste of time to keep going through the presentation if you don't have all the decision makers present the goal of this next set of questions is to find out the prospect's financial status and whether you really can help finding credit your Setter is going to find out details about the prospect's credit situation how would you rate your credit right now why if Russell Brunson were to

write a check and pay off all your debt how much would That be of that debt how much is major credit card debt What's the total amount of combined credit that's been extended to you subtract total debt from combined credit extended and you find out how much he has available you're looking for more available credit than the program costs it's also helpful to get him to talk about his credit balances to show that you're really trying to help pay those off not add to them the prospect might need to take one step back to take

10 steps forward but ultimately we know a program like this can help him pay off all the debt and achieve Financial Freedom the setter should also ask if the prospect has any savings accounts or Investments does he own his own home or rent what about retirement accounts goals talking about a prospect's short-term goals your Setter is still asking questions and getting the prospect to sell himself on the program what would be an optimal situation in 6 Months where would you want your business in 6 months how long have you been trying to do blank how

SU successful have you been in 12 months where do you want to be what would make you feel good so in working one-on-one with Russell Brunson do you think you could achieve these goals can you see yourself achieving them how come commitments get four commitments now the setter is getting the prospect to declare himself a good candidate he is Publicly stating he is the kind of person who takes action and finishes what he starts once he does this his brain will have a really hard time reversing that declaration and talking himself out of the purchase

you look like a potential candidate for me to recommend to my director before I can make the recommendation and turn you over to him there are four commitments that must be agreeable to you one you must have a minimum time commitment of Blank per week can you do that two we need people who are coachable and willing to learn and follow the advice of our experts can you do that why are you coachable three we're looking for people who can start today we want quick decision makers when do you think is the best time to

start working on blank his goals you want to hear some version of right now great if it looks like this is a fit for both of us is there anything that would hold you back from getting Started today four we want to teach you the concept of using OPM other people's money to invest in blank are you familiar with this idea would you like to learn more about it explain how to use the bank's money credit cards as a short-term leveraging tool to invest in growing his business or reaching his goals we have two levels

in this program blank and blank lower price and higher price how much are you comfortable investing to get your business started Today why would you choose that amount now put him on hold while you go talk to your director discuss the candidate with the closer if you feel like he would be a good fit for your program and someone you'd like to work with then come back to the call let me have you write down my director's name it's blank I'm so happy he's available to talk with you personally because he is an expert at

blank most importantly his job is to make sure we have the right kind of People on our team so I want you to understand this is not for everybody please don't be offended if he doesn't offer you a slot okay he's in a meeting right now but he said he'll be happy to call you back in five or 10 minutes he wanted me to give you a little exercise to go through while you are waiting I know we've talked about your goals but he'd like you to write them down for yourself write down a six

to 12month financial Goal next write down three things you want besides money okay great my director will call you shortly the close script this script for the closer is very similar to the set scripture you want to reinforce the candidate's decisions in his mind the closer will go through the same questions as in the introduction but perhaps worded a little differently get the candidate to picture exactly what life will be like after he has Success with your program why are you serious about blank right now how long have you been thinking about blank what's the

biggest thing that's held you back from blank what are you looking to do in 6 months what would that do for you what are you hoping for in 12 months what would that do for you how about in 5 years what would your lifestyle be like then you want the prospect to connect you with his dreams if you have the chance to work with someone like Russell Brunson how would that make a difference in your life anything else next the closer goes through the four commitments again it's my job to find only the very best

people for this program it's not for everybody and I only want people on board if I know they have what it takes to be successful so I'm going to ask you a series of questions and these are things you're either committed to or you're not so they are simple yes or no answers is That something you're willing to do don't move on if you're not getting the answers you're looking for either backtrack to find out why the prospect isn't committed or get off the phone because he is not a likely close time time explain the

time commitment are you able to commit to blank hours per week yes or no decision making explain the decision commitment opportunities don't wait around making decisions is very important do you see anything that would Hold you back from making a decision to work with Russell Brunson today yes or no resources investment commitment write this number down now as long as you see the value and the program meets all your goals is there any reason you can think of that would keep you from investing blank today yes or no if the setter and the closer have

done all the previous steps correctly and the prospect says you or your product/service is the next best thing to sliced bread then suddenly The price tag isn't such a big deal anymore it's all about setting things up in the beginning to keep him from objecting to the money at this step knowledge teachability my main concern with taking on students is that they are teachable they must be willing to learn and then Implement what they've learned so they are successful do you feel like you're that kind of person yes or no how come so if someone

could show you how to do Blank you would be successful yes or no what's included what the prospect gets when he signs up today we're going to give you everything you need to be successful and avoid mistakes your coach will help you work at your own own speed now simply list out exactly what buyers get with the product or program close finalizing the sale this is probably the most important question why do you feel like you are a good candidate for this program the Prospect is selling himself again on how he will be successful if

he is accepted then all that's left to do is take his credit card information instead of you asking for the sale he is asking you to let him buy do you see the subtle distinction there sales become easy when he tells you or your Setter slash closer why he needs your help okay that's the whole two-step script for the setter and the closer again I strongly recommend you Listen to this script in action to gain a better understanding of each step just go to www.itickets.com let's review when selling High ticket coaching and Consulting programs it's

important to weed out people quickly if they aren't going to be a good fit that way you can spend more time with the people you can really help the application and homework page is preframe and pre-sell the prospect on All the reasons he should sign up instead of worrying about all the reasons he shouldn't sign up when there's 25 50 or $100,000 on the line at the end of a sales call you want to make sure you're following a proven plan the most effective way I found to close High ticket sales is to hire two

commission-based salespeople and have them use the two-step script outline in this chapter up next now that you have learned how all seven core funnels work In the scripts we use at each level I want to show you how simple it can be to build out these funnels I am going to give you a quick tutorial on how to use clickfunnels.com to build out any funnel you can dream of section five click funnels one of the first questions people ask me after they learn about my seven core funnels is this but Russell there's so much technology

involved how do I create all the web pages and make sure they're connected together Correctly I don't want technology to hold anyone back from building a more successful business so I want to officially introduce you to clickfunnels it can be your new best friend and take care of most of the tech stuff for you this section is not meant to be a full tutorial on how to use clickfunnels the first step I go through when creating any funnel is to decide which type of funnel I'm going to create is this a front-end funnel is it

a Middle ofth value ladder funnel or a backend funnel after I know which type of funnel then I decide which one of the seven core funnels offers the best way to sell this product then I usually get in front of a whiteboard and sketch out each of the steps this funnel will require remember the seven phases of a funnel and also the 23 building blocks I explained am I going to use a quiz to pre-frame this funnel or just start with a squeeze page what price will I set for My frontend offer will I use

an order form bump how many upsells will I have will I add any downsells if the customer says no to one of my upsells next I want to map out my follow-up sequence who is my attractive character how do I want to flesh out that character in my emails what will I say in each email in my soap opera sequence what types of messages do I want to send out in my Seinfeld emails I then sketch it like this first we draw Out the flow of the funnel then we set everything up with a few

clicks inside click funnels after I have a visual representation of what I want to build then I can log into clickfunnels.com and let the magic begin we've made clickfunnels easy enough that a CEO could use it but also powerful enough that your web and Tech guys will love it step number one pick which type of funnel you want to build the first step in Click funnels is choosing what type Of funnel you want to build step number two choose which template you want to use at each step in the funnel or you can custom design

your own templates from scratch my team has dozens of proven templates that we've perfected over the years for each of these steps so it would be hard to go wrong if you stick with these step two is choose your webpage template step number three after you've picked the template designs for each Step finalize the funnel and you will be able to see your entire sales funnel a glance once you've finalized your funnel the page templates are set up and all your analytics and stats are available on the dashboard step number four now you can go

in and edit the copy add your videos integrate with your email autoresponder and set up your order forms on each page text video buttons order forms all areas of the template are Customizable after that's finished you'll see that the sales funnel you sketched out on the Whiteboard has now come to life you can start driving traffic and getting results in record time isn't that exciting while this once took our team of experts 2 to four weeks to create we can now create everything in clickfunnels in about an hour if you don't have your clickfunnels account

yet you can get a free two-e trial at www. clickfunnels.com Also if you want to see how to build out any of the specific funnels in this book you can see a live demo at ww w.com Secrets book.com resources cfdo conclusion ignite few right now you're probably feeling a bit overwhelmed this book is not exactly what I would consider Light reading you've just concluded a full-on immersion course in highlevel internet marketing strategy and you should feel Proud of yourself being overwhelmed is actually a good thing because even though you feel like all that information is

a big jumbled mess upstairs your brain is subconsciously Making Connections right now without you consciously doing anything it's figuring out which competitors you might want to research it's strategizing about what your value ladder will look like and what types of sales funnels you will use To ascend people on your value ladder all this is happening even though you might feel overwhelmed pretty cool huh your most important tools are the silly little diagrams I've given you in each chapter after all this information has a chance to sink in for a day or so go back to

the images and see how much of the entire chapter you can recall I think you'll surprise yourself and if you do forget one of the concepts you can Always go back through the book and reread the sections you want to remember so what in the world should you work on first here's what I recommend one decide who you want to serve who are your ideal clients two create your bait and do it quickly don't overthink it or try for Perfection here three figure out your value ladder what can you offer above and beyond what you

currently do go create those things for start building out your funnels one At a time this book is a Playbook don't just read it once and go on with business as usual keep it handy and refer to it often once you get your first couple of funnels working I would strongly suggest spending a week or two implementing one of the secrets you learned here then move on to another secret and another when you've run through all of them go back and do it again continue to improve ignite your business many people who read this book

Before it went to print wanted me to look at their ideas personally including their startups or their existing businesses and sales funnels I did just that for a few friends and was able to identify the holes that were keeping them from growing as fast as they wanted I suggested the simple tweaks needed to implement these Doom Secrets you've just learned about we were able to see dramatic increases almost overnight in each of these companies that's why I Love so much about the things you've learned in this book they are all simple Concepts that you can

apply without too much effort but the results from each of these tweaks can double or triple your sales almost overnight once this book is available to Millions I know it's going to be much harder to accommodate everyone who wants more personalized help so I created something special just for the readers of this book I've opened up space in Our.com Secrets ignite program so that I can personally look at your current funnels spend an hour with you on the phone and then have my team work with you for a full year to implement the changes you

need to make if you'd be interested in being part of ignite then I want to invite you to apply with me personally you can apply here HTTP ignite do com secrets.com after you apply someone on my team will give you a call and explain the ignite program to See if it's a good fit if it is then we could actually be talking together less than a week from right now and with that I will end this book thank you so much for reading and I wish you all the success you can dream of Russell Brunson