hey this is Russell welcome back to the show excited to be hanging out with you guys today uh we just got back from funnel hacking live and I want to share with you guys a concept that um I'm doing right now that a lot of people don't realize I'm doing but it's the key uh it's the key to actually double your Sal but not only you're doubling your CS you're actual 10 extra profits by mastering this one thing it's very simple it's very powerful it's very easy when you understand it and that thing is called momentum okay this is where most marketers make a mistake they spend all this time this energy coming up with an idea and a product and putting the product together and launching it and they get some sales coming in but typically you could buy Google ads were kind of the thing at the time but it wasn't wasn't like today where most people just buy Facebook ads right buy uh YouTube Instagram ads um it was it was a different time and so the way we drove traffic back then primarily was through Partnerships we had to know other people who also had email lists and we do joint ventures where I'd promote them they promote us and vice versa that's kind of how this whole world and this whole industry was built in fact just crazy if you look if you go back in time you know 20 some odd years ago when we first started playing this game it started like um developing and and figuring it out um it was interesting like how most people thought that what we were doing was a scam like this whole thing is a scam the whole business whole industry like and it's funny now because now I fast forward 20 years later where it's like now this what everybody does every influencer every everything and it's like now we're cool even though back then you know when you're the when you're the first people always look down on you as the the first and um it's just funny to me because we've been doing this so long but we learned some things from back in the day that no one nowadays knows about cuz you guys all have had it so nice and so easy just buying ads and over time ad cost have been going up right and your margins have been shrinking and you don't know this one little secret that's keeping people like me having huge profits right so again this will double your sales but it'll actually 10x your profits if you understand how to use it correctly and it's understanding momentum and how momentum Works after you launch a produ product okay and so back in the day this is kind of the the process how we would do it right so we do a product launch and the way we would work is that we again we had to pay our Affiliates to promote and initially was it really easy was like oh we this do 50/50 split like you promote something you get half and and I get half and that's how the the business started initially right so we started doing these launches and so it's cool you get 10 people to promote your product they'd all make a bunch of sales you pay them half the commissions you kep the other half but then what happened is then more launches start happening right this guy named Jeff Walker you guys probably heard of him he start talking about product launches and then um Frank ker launched this thing called Mass control which is basically about how to do product launches and everyone's talking about product launches and it was the thing so everyone's doing product launches what happened was it was getting it got harder and harder to get Affiliates to actually promote your product because everyone's competing against each other right so then it's like okay well we're going to have to create prizes so all you start creating these prizes and at first the prizes were really you know really simple like oh you're going to get you know we didn't have iPods back then but you know whatever the the prizes were and then prizes got more expensive and eventually I remember one time I went a massage chair and later I went a ro and it comes back to Dan Kennedy 101 Dan Kennedy always says whoever can spend the most money to acquire customer wins right so what does that mean it means while advertising costs go up you got to figure out other ways to monetize those audiences so for us that's where funnels came from right upsells and down sells and cross sales and all these things we started doing to increase um how much money we were making uh for every single customer to come in and so somewhere along line I don't remember who kind of figured it out but this became the big secret okay it was called the launch within the launch okay so what happens you do this big public launch to everybody right you do this big launch everybody promote it uh and again you pay out 50% commission to Affiliates you pay out next you know other 50% left you pay out you know 75% to prizes get your 25% you know and then you have your mergency fees and refunds so like you make almost no money from that so then afterwards you'd immediately launch something right afterwards and that's where the profit came from okay in fact you do this launch like inside of the launch so good example one of the first times I did it I had this course called micro continuity um still one of the things I'm most proud of was my first course like took off uh it did it did really really well but we launched initially and um we did launch we put I I recorded the whole course on these little MP3 players so was a free plus shipping MP3 player offer and then you could buy the course as an upsell and things like that so it's kind of this really cool thing and so we did this big launch and back then we were paying Affiliates 100% of the front end and you know 60 70% of the back end plus prizes like we made no money but we did this launch and uh it was converting so we got a lot of Affiliates PR we got 20 30 people to promote it and so launch them doing a couple million dollars right like it was really good but again all that money went away and so uh if you look at like what the actual thing we were launching was this training and this education on how to do what's called the micr continuity program but then towards the end of the launch before it wrapped up we did special like hey how many you guys would like it you're learning about microc continu how you like if I just pre-built site for you they come on this webinar and tell you about so they come on this webinar and in there I would do this webinar where I'd pre-built the my microcon news site for them I sold them rights to it um at I can't remember 4 500 bucks or something like that and from there we made like an extra million dollars right all the bottom line all profit all the me I didn't pay ads Affiliates anything it's just pure profit can me right so you think about this like I went and uh you know on let's say let's say it was a million dollar launch a million dollar launch I sold a million dollars of the this this um secondary product happened inside the launch right and the first let's say the first one is a million dollar I netted 100 Grand right here I doubled my sales because I went I made $2 million now so I doubled my sales but I 10x my profit right because I only had $100,000 profit here and then I made a million profit over here so I more I guess this technically like 11x right but I you know more than 10x my actual profit okay and that became the big secret so we started doing these launches within a launch a launch within a launch okay and then for me it started becoming a launch within a launch within a launch like we were always rolling these things forward right and the key was momentum okay this is where a lot of people Miss like if you look at um when somebody comes into your world they want to buy from you um have you guys ever heard of this just called being a porcupine in heat so again I don't know a lot about porcupines and I was out of that pain like I wasn't angry at losing anymore but I still had all the stuff I had now acquired all these new bowling balls and bowling things right um and I I had it all now and um but I cooled off right and I don't think I've ever bought a bowling thing since then but during that window like when there was enough pain I became a porcupine heat I became a bowler in heat right I wanted to buy everything so I could so I could get better and that's what's typically happen to your customers right if they if they see your ad and they click on it right or they hear someone talk talking about something like either they're in pain or they're moving towards pleasure or something and they come towards your your your offer right they buy the offer that's why funnels work so good because again the person's hot right now like they're going to buy that they're going to buy upsell they're going to buy down sell but now like they're they're trying to get everything and what we think's happening is they're buying our stuff and then they're just sitting back and like they're consuming our content right like I bought Russell's book if I'm going to just read his book like like I got everything I want the reality is though is like if they're a poor keep behind he they want to learn funnels they're going to read Doom Secrets book but then they're going to go and find out who else wrot a book on Doc on funnels they're going to buy the funnels and funnel software and funnel like within within 7 days they're going to be buying everything related to this topic and then they're going to be out of heat and kind of Fades away right that's kind of how we started making money back in the day right and then all a sudden ads started coming and for the first five or six years ads were cheap it was amazing Zuckerberg was not selfish and greedy he just like to let us all win we all made a bunch of money and then over time they got more expensive and it got harder and most people forgot about the launch than launch they just the launch and then they kept whatever it was like oh Zuckerberg squeezy out my profits I'm not making much money it's like you guys it's cuz you forgot the lesson the lesson is right right you can twox your Sals and 10x your profits by mastering momentum taking this momentum by the buyers in heat and offering them the next thing in the value lad next thing and doing this over a very compressed period of time okay um a couple a couple um examples of this right so um I knew I wanted to launch a course this is man five or six years ago now I want to launch a course called one funnel way you guys probably heard me talk about it before uh I think we had almost 200,000 people that took that course while it was um at its peak at 100 bucks 100 bucks a piece right and so instead just be like here's the course launch it I was like okay I want to build up momentum and roll people into the course okay so the very first thing we did is um we did a we did a summit it was called 30 days was it 30 days. com um and at 30 days. com it was this free Summit you go register for register for the free Summit right you're going to hear all these people talk about their 30-day plans what they would do but then after register on the next page was like Hey thank you so much for registering for the summit I want to invite you to the one funn way challenge right so I did this big I did this big um I did this big uh Summit to get people's attention and excitement get everyone promoting the summit and it got people in there right and then the upsell was one funnel way but then after something was finished then everything we pushed now was rolling into the next offer which was one funnel way this $100 thing right and we end up getting five or six thousand people that very first month coming into it right on the backside of this event okay and so that was the very first thing and then if you look at the momentum there people went through the one Funway challenge inside the challenge and we push people into the funnel hacks webinar which push them into click funnels right so I'm taking this momentum from this free leads this free Summit directly into this $100 challenge directly into this th000 course right and so it's like the momentum leads and so I spent a lot of money getting people into the summit we paid Affiliates lot to get people in the summit but then they join you know uh and and we we pay we have sticky cookies we pay people Affiliates throughout the the the the funnel but typically it's like 100% on the front end 50% on on the the you know the first tier and then maybe 30% on the next thing right so like so we we tear down the commissions as we tear up the the the price points and that's where we start pulling out the margin okay we did uh the second one funn one 2 one funnel away 2.
0 I didn't just launch OFA 2. 0 right instead what I did is I was like I need a pre- challenge get people excited to go into the paid challenge we did a free challenge called um uh 5-day Elite challenge right it was a 5-day challenge was free this is the middle of of um of the lockdowns we do this big challenge we promote it like crazy everybody comes in they go through the whole process um and then at the end of it then we push people into one funn way boom they come to one funnel way $100 right they go through that process and inside there boom We pitch the ,000 thing and again momentum and then for the end of that we push we pitch them into finnal hacking live we just keep that thing rolling keep it rolling like moving them up V step step step step versus when most is they launch the thing make some money sit back and then relax and they let momentum die and what am I doing I'm capitalizing on momentum right every we talking about F people are posting pictures like all sorts of things are happening now like this is not where I want to go quiet this where most people go quiet like oh I'm going to take a break and take a week off no I am going to take a couple days off tomorrow I'm heading out with my wife um but prior to that it's like I need to set things in motion so the momentum does not stop okay because the thing about if the if the rule of momentum is you're going to double your sales and 10x your profit like right now I'm doing we did great right imagine if I double the sales from fing live but this time I'm not going to pay $6 and half million doll for to run the fhl right now it's all just profit so you if if I double the sales I'll 10x my profit so this is where the actual money is made right as the dust is settling this is where most people miss out okay because a lot of people who wanted to come to fhl but they couldn't for whatever reason they couldn't get a ticket they they couldn't they couldn't travel they couldn't you know fill in the blank a lot of reasons and so now it's like how do we capitalize on that so for us we had multiple different offers that happened during the the event the first was actually um an offer for a free uh a new free platform he launched this is the first time I've announced this publicly so um you guys are in the know I haven't done a big launch around this yet but we launched a really cool new platform called offer laab if you go to offer. com it's the coolest thing in the world it's a free platform you go sign up what you do is you can go add all your offers in there so you can add you know if you got a book or a course or a physical whatever you throw all your offers that offer lab it doesn't matter what platform you if using clickfunnels you're using Shopify using one of our competitors doesn't matter we integrate with everybody but you just take it from those platforms like from clickfunnels from Shopify from ghl wherever you want and you click a button to import your offers into into offer lab right and you you take your sales page you make a custom sales page inside everyone's got an offer and a sales page right and it builds out this whole Marketplace of offers and then any of us as as as like a promoter you know I say traditionally an affiliate but it's different than affiliate you log into offer lab you see here's 10,000 offers eventually right now we got a couple 100 but eventually the goal is get 10,000 offers in there you log in you're like I want to build a funnel and you can literally build a funnel in like 10 seconds you're like I want Russell's book and I want this course I want this back in Mastermind and like you literally click four buttons and you've got a funnel with four upsells built into it and you can launch it you can push it to social media it's like the coolest thing in the world so we launched that right and so we have 5,000 people in the room 1,700 people signed up and created their offer lb account and submitted an offer right so that's crazy at 5,700 did that right but we got 6 million people on our email list right so now I'm taking the present ations where we explained offer lab and working on a campaign where we're going to roll that out to the entire clickfunnels community and now that'll go to millions of people versus just 5,000 people right so the momentum on that offer will start growing and expanding okay um clickfunnels we just um uh we did a clickfunnel St Union address which showing all the cool new stuff and clickfunnels right which is insane and then we bribed everyone to go get in fact um here's a secret link guys ready if you go to launch your sas.
com uh SAS launchers sas. com you see this special offer made for people funling live right to get them to create their click fals account we literally give them the keys to a $40 million a year software company they can run they can keep all the profit they can wh label the whole thing for free when they become a clickfunnels member at launchy your sas. com which is crazy right so we launched that one so now that's done we're taking the footage of us teaching about it creating campaign that it will be going out email list here going out social media all pushing into that same offer to get more people now right ever F got a got a early movers Advantage now we're going push out to everybody else okay um at the event we make an an offer for my coaching program it's called the mve foundations and so um again we sold a lot of people fhl that which is great but now what we're going to do is we're going to be doing in two weeks from now or maybe three weeks from now we're going to be doing an fhl encore we're going to take not all the presentations but probably take two and a half days worth of the presentations we're going to put them together and do an fhl encore we're going to launch that people will come in they'll watch it and then we'll have a chance to the people who watch it virtually um and again they're not going to get all the sessions they don't get Tony Robbins they don't get a lot of the other things but they'll get they'll get you know two-thirds of the sessions they'll go through that and then we'll make the offer there as well and then someone will sign up there right and again it did great in front of 5,000 people but I might get 10,000 people virtually who come to this event now who weren't able to come in person right now if you want to sell stuff online you're going to need a good funnel but if you want a great funnel then you're going to need to use clickfunnels clickfunnels is the number one funnel building platform on the planet helping more first-time entrepreneurs to lead their 9 to-5 and to launch their dream than any other company in the world and you get a free 14-day trial by clicking on the link in the description or going to clickfunnels.
com yoube right now click funnels because you're one funnel away from changing the world okay now you had a chance to hear my ad read for my own ad I'm going to jump into three steps now to actually start implementing this inside your business okay you guys ready for these all right start writing these down if you're watching on YouTube right you know post these down in the comments down below if you are watching uh listening on the podcast grab a pad of paper can walk through what you need to do right now okay step number one this is the first key okay and this is a mindset shift when you understand this it'll make everything else easier step number one is look at your launch as a break even funnel okay what's a break even funnel I talk about these a lot right A Break Even funnel like my book funnels or break even funnels right somebody goes and they buy the book fre plus shipping and then there's an audiobook for the order form up there's an upsell and down sell right all the revenue I make through this funnel the only goal of it is to break even okay CU again it's the very first of my value ladder they're going to buy that read the book get a good experience they're going to want to send up buy the next thing right and all the profit comes after The Break Even funnel okay the break even funnel is the key so for you it's understanding that your launch your roll out your thing you're doing is just a break even funnel okay I don't care if you're doing a coordinate launch with 30 Affiliates everyone promoting that's just a break even funnel okay so feel free to give away all the commission to Affiliates you don't even care right that money is not yours you're going to give to Zuckerberg if you on Facebook if you're going to do an emailers send it to the emailers your JV Partners like give that money away it is a break even funnel to acquire a customer and bring them into your world and give them an amazing experience right and to create and like to put them into heat right they become the buyer in heat right that's the very first thing so step number one is look at your launch as a break even funnel okay step number two understanding that the real profit where you double your sales and you 10x your profitability is the launch within the launch okay think about you just sold somebody ination about something now inside of that you're going to come back and you're going to launch something specific it could be like the week after the day after it might be in the middle of it you can plug it in wherever you want but basically it's like uh in fact I um I've seen a lot of people do this really successfully they do the launch it closes down then when the launch is over they do a new member um like a welcome webinar and they jump on that webinar and then during that webinar then they make his second offer in fact uh this is one of the I haven't told this publicly before so this is actually one of the secrets on how we actually grew clickfunnels initially so uh you guys have heard me tell the stories how I was doing um you know three four five podcasts a week or sorry not podcasts um webinars a week sometimes two or three a day the way that I was able to do that consistently is I went and I saw found all the people were launching products right so they do a big product launch right that was their Break Even funnel and then I talk I i' message them I say this is the deal um I have a way to to double your sales and 10x your profits um by doing one thing on the back of your webinar like what's that I'm like you're going to do a new member welcome webinar okay and they said how's it working like you're going to jump on everyone who buys your product you're going to welcome on you say hey so thank you so much for buying we're excited for you our team's working to get everything implemented for you um but right now the next step now you got the product is you need a funnel and this is I brought my friend Russell number one funnel building expert in the world come tell you about this uh Russell you know tell me about funnels and I jump in I would do my 9 webinar presentation about funnels and I would sell them clickfunnels okay so I was finding people who were buyers NE they just bought from a launch they're the peak of excitement and then um we would do a new member webinar right afterwards which was basically uh welcome him to the program and introducing to me and I would do the thing right so that's the other place you can launch within your launch so if you was looking at okay during my launch my initial kickoff I'm selling information what do I have this next TI the value ladder right moving up from information to implementation right do you have it done with you it done for you a coaching program something like that um that's usually the next tier so you're looking at what that thing is and then where does it make sense to kind of weave that in right do you weave it in um middle of the campaign just to the buyers do you wait till the the campaign closes and do it the new member webinar after some people do it a week later like it doesn't matter where but it's just somewhere within there is you're doing the launch within the launch and that's where you will double your sales and 10 extra profits do not miss the step everyone misses the step okay this is one of the big secrets I don't ever talk about no one talks about this okay you only know if you're in if you've been doing this for as long as I have right because most people stopped doing this um when when Facebook ads were cheap and they forgot about uh where the profit in the business actually comes from okay so that's step number two step number one look at your launch as a break even funnel step number two again remembering that the revenue comes to launch within the launch you're trying to figure out where what is the launch you're going to be doing that's the next tier in your value ladder the next thing that they need they have the information looking for the implementation what is that version of the thing you can sell to them um on page number two or on uh the step number two okay and then step number three is um the last thing in momentum I try to do right um is rolling them into continuity so we have a lot of offers we'll sell a high ticket thing right we sell something for $10,000 okay and after the campaign closes then we roll them into a continu program sometimes that continu program something like clickfunnels but sometimes it's not sometimes it's like hey this is $10,000 over here um let's sell it for $500 a month now and so anyone who didn't buy it $10,000 will roll back okay this is $5,000 a month um in perpetuity like forever right so it's not something that is so it's not a payment plan but it's something where they're paying they're paying a monthly fee to be able to have access to the same thing that someone would have bought lifetime access to right for $110,000 so you're rolling them in continuity so you're taking this yeah I always think about the world as a funnel right this huge funnel you know whatever eight billion people in the world then you got like three billion who are on Facebook and then you've got from that you know 100 million who see your ads and you get 10,000 click on your ads you get you know 5,000 who opt in and you get you know a th000 that get into your funnel and you get 500 to buy from you right so you should have the rest of this whole funnel right everybody else so it's like I'm going to go now up a tier so I have 100 people to bought I'm gon to go up a tier I got 500 you know 500 people here and thousand people here like those people didn't buy what can I like I don't want to lose this momentum right they came they watched the webinar they watched The Challenge they got into like they got into the momentum of the thing right so you have that in there now it's like how do I take that momentum and how do we take it and then plug it into the next thing right so hey they couldn't afford this but maybe they can afford this okay and that's how we start looking at these Transitions and so it's just it's just understanding momentum right understanding that um if you look at funnels a whole flow of people coming through but only a certain amount makes it to the bottom of the funnel boom so now after that money's come through right then I go up a tier in in the funnel and I look at those people okay what can I offer them if they they wouldn't be willing to buy this what could they buy here is it it's a payment plan okay is it roll into a continuity version of the offer is it a completely different offer is it a course is it you know and I start going back up the value or back up the funnel and trying to find ways to monetize the people who didn't fall out the bottom um and this is the key guys this is the big secret does that make sense okay so again step number one look at your launch as a break even funnel step two launch within your launch figure out where those buyers and heat are and then plugging them into the next tier the value lad except number three start rolling people into into continuity into downsell offers into other offers who didn't fall at the bottom of the funnel move up the funnel and roll them into the next program uh that may make more sense for them okay and when that's done then roll them you know then when that momentum is done then roll to the next thing right again if you look at our at our funnel right even I just look at the the last 60 days like we did a big selling online challenge right we go to selling online. com and people register for that and they go through the um uh 3-day event with me and the end of that event we're like hey if you like this virtual event you should be coming to funnel hacking live we push people now momentum into funnel hacking live boom fun funnel hacking live happened now we're momentum into the next thing like it's just always about momentum um like success in this business is so much about that you don't want to Mo lose momentum as it you have it happening like you just keep dumping into that and adding fuel to that fire because momentum is such a powerful thing and when you lose it it's hard to get back so keep yourself in momentum keep your customers momentum keep that keep those buyers and heat as long as humanly possible uh because this can help make things so much easier all right now do you have a funnel but it's not converting the problem 99. 9% of the time is your funnel is good but you suck at selling if you want to learn how to sell so your funnels will actually convert then get a ticket to my next selling online event by clicking a link in the description or by going to selling online.
