hey this is Russell Brunson and during this video I'm going to show you guys behind the scenes of our event funnel that has uh we've been using for the last 10 years to fill funnel hacking live I'm going to show you behind the scenes cuz a lot of you guys are doing either Live Events or virtual events and one of the number one questions I get from you guys is how in the world do you use funnels to fill Live Events again this works for virtual or Live Events but specifically this is the exact funnels and the ads that we've used to fill funnel hacking live year after year after year so if you want to learn how to fill a funnel this video is going to be great for you at the end of this video I'm going to give you all of the pages the links everything you need to be able to model this and build it out inside of your clickfunnels account and um what's cool about this this is a very simple funnel that anybody can do even you so with that said let's Jump Right In the very first thing you need to know is um to run an event for a decade year in and year out it's always like how do you reinvent yourself how do you be exciting how do you get people to come back to it uh it all starts with the ads that people are going to start seeing and so you'll notice here above there's a lot of different types of ads we use anytime you can get somebody to experience the product they're more likely to buy it right and so with the ads I want to try to put people inside of the room I want them to feel what it feels like to be there so this first ad you can see over here um all kind of blow it up I'm not going to show the audio just the visuals you can see from this uh as you'll notice it's like we're trying to get people like a feeling of like this what it feels like when you're in funnel hacking live and you see the energy and the emotion and like what you'll notice is like um the shots we're trying to get are either as you can see it's like the audience like we're running in with the audience you're trying to get people's eyes you're trying to get like the feeling of them being inside of it right our camera guys are during the event on stage running with people getting their rewards all kind of stuff like they want to experience what looks like behind the scenes in front of the scenes and so we're using a lot of visuals because I want people to put themselves in the mindset of like wow this is actually happening like this is what it' be like to be in that room right so that's what this type of is like a feeling ad I want them to feel what it feels like to be part of funnel hacking live next we always try to do fun pattern interrupts and so for those who have been there in the past they see this they remember some of the funny things and it makes them want to come back unless you have it it's like oh this is different than other events this is like really really fun so I'll show you just a few seconds of the video funnel hacking live is an event like no other where thousands of people gathered together to be inspired by worldclass marketers like Russell Brunson Tony Robbins kayin fuen and many more however it's also 4 days of intense training that's going to take everything you've got to come out the other side that's why we created funnel hacking live survival [Music] guy 4 days is a long time is it worth it okay now I would show the whole thing but obviously you don't want to watch a full 30-minute ad but you see bring humor in to make it just different and unique right um whenever building a long-term campaign like this like for to fill fun hacking live it takes us about 10 months to fill it so like we're hitting different angles so there's the experiential there's the comedy so the question always asking like like how do I give people a reason to buy now right and so that's what this ad was for so to like really play into that part of the Season check that check out part of this ad what are you doing I'm trying to hide my money from the IRS so I can pay less in taxes oh there's a better way honey didn't you hear the last funnel hacking live is in Vegas and when you click the link below to buy a ticket the before December 31st you can write off your entire expense from your taxes could I write off my flights to Vegas that's what I said well how about the hotel you can write off everything and the ticket to funnel hacking life are you even listening to what I'm saying or B in my life savings on Blackjack going shopping and miring a girl named Sparkles whoa whoa whoa you can't go crazy with okay so there you go so that's kind of a uh just a visual of like an ad again we're trying to figure out like what's the reason for them to buy now so there's things things we do around New Year there things we do around Valentine's like whatever the holiday whatever the thing is like we're looking for different reasons to get people to promote okay so that's the first thing when you're putting together your campaign for live ventes and realizing you got to hit from a lot of different angles a lot of different ads a lot of creative different things you be mixing up to be able to get the right messaging to get people to want to come now obviously if you're going 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 builder in the world and has helped more first-time entrepreneurs to leave their 9-to-5 job and to launch their dreams than any other company in the world click phones was built for dreamers and for doers and you can get your free 14-day trial by clicking on the l in the description down below or by going to clickfunnels. com slout right now clickfunnels because you're one funnel away from changing the world okay so now you guys see some of the hooks we use to get people in and I want to walk you guys through the actual funnel now what's cool about event funnels is they're not that complicated they're very simple but the reality is is even though I'm going to show you guys the core event funnel we use to sell funnel hacking live there's two other funnels we're also using kind of behind the scenes to sell tickets and so I'm going to show you guys all those different funnels and so you have a chance to see them all okay so this is inside of the new click funnels you kind of see what it looks like um you know page number one it's a very simple funnel page number one they go and they see the video about the event page number two then uh we have an UPS oh and there's an order form obviously where they go and they buy page number two then we have an upsell to get them to buy a VIP ticket and then step number three we thank them so that's it three page funnel very simple very easy I'll walk you through each of the pages and some of the intricacies and the important things about each of the pages okay so here's the very first page and um you know first page couple things is again typically because this is an event um events of all the things we sell are the hardest thing to sell right CU it's not just like uh do I want to come to the vent right it's like okay I have to get time off work I got to convince my spouse I got to get flights I get hotels like it's one of the hardest things to sell uh in our entire business like like events and cotton are the two hardest things and so a couple things above the fold number one is I want to have a spot they can quickly easily get tickets above the full that's why there's a get the tickets button way up here I'm not trying to hide this it's not like a vssl product I'm trying to sell something you know like watch the video for 30 minutes I'm going to pop up an order for them with this it's like I want them coming because they're going to see this this page hundreds of times before they commit to it right it's not like a impulse buy it's much more of a I got to consistently get them excited by it right again that's why for funnel hacking live is a 10-month cycle to get the event filled okay number two is the headline obviously which is key and what you want to have in the headline above the fold really really big are the location and the dates and times number one question we get is when is it happening what's the dates when you know and they if they don't see that in front of their face all the time then there's a good shot they are not going to know what is happening and they're not going to sign up okay so above the fullway of that and then the next thing and this is different if you this is your very first event ever you can't do this but if this is your second event um what you do with the event footage you create what we call an afterm movie okay an after movie is like a trailer and so this is an after movie so the sales letter is showing them what happened last year um but then talking about why they need to come this year right and so if you want to see the actual after movie I think that this is one of the things we do best inside of our company are afterm movies but if you go to funnel hacking live. com obviously you can go and watch this video when you watch it feel the energy it feels like a movie trailer that's what we're trying to get now if you haven't done the event yet it's hard to do an after movie obviously I had one friend who um he was going to do an event so he actually rented the studio brought in a bunch of actors and taught for like an hour and made an afterm movie like that I don't recommend that um you know you can obviously do more traditional video sales there but you talking about what you're creating why it's important stuff like that um so that's kind of what this is right here okay and then again above the fold we have the the option for them to buy the ticket so all that is above the fold again because I'm going to be sending people here so consistently month after month after month to feel the event I don't want to hide those things I need to have the spot to get tickets the dates an afterm movie what the event's about and then a spot to have your your um the then buy tickets right off right of the gate okay so those are the core most important things then after that then we come down now it's like okay now let's get people excited about who's actually speaking there right so for us we kick it off with whoever our keynote is obviously Tony Robins the keynote for funnel hacking live 10 um which is by the way the last funnel hacking live so I'm showing you my secrets now because it's not going to matter because uh this is the last time I'm doing a big event like this um so we lead off the keynote from there and then boom now we start a story to our people okay um again one of the most powerful things we've done inside of our community is giving people a name so it's like dear funnel hacker uh and then from here we start talking to him right it's a letter directly to the person who we're trying to get to come and so we tell the story so what's the story for us this is our last funnel hicking live ever we've done for 10 years I'm telling the story right so there's the story about what we're doing right you might you might remember uh one of my Frameworks talk about a lot hook story offer right up here this is all the hook Tony Robbins is the hook now we transition the story here's the story this is the last dance is Russell going crazy why is he doing this right so I'm telling the whole story and then I'm introducing the offer right so the offer is like you're going to come and learn how to become one of the radicals um and I talk about the radical is then we talk about the awards so these are all the things that are happening in the event okay again it's just a long form cells that are showing that they've never transitioned to who are the people that are speaking um and uh we don't tell all of them right one of the biggest things like curiosity is one of the most powerful uh tools we have inside of marketing so when you're like here's all the speakers then a lot of times like oh I know that person I don't and it could be a draw but also could be oh I've heard heard these people speak before right and so uh you'll notice um that um you know we have some people that are secret right MrX I have so many of my friends message me who's MrX who's MrX right so I show kind of a a a view of who the speakers are and then from there um we come down and we start walking through the schedule okay here's day number one here's who's speaking here's what's happening here's what they're going to talk about do you get more details about that right you get a picture of angry Russell doing with the fist so like very intense there uh day two they tell the stories of the speakers who Who coming through right um because you us need one speaker they want to connect with for them to come and say okay I'm going to get my tickets day number three right MrX we leave a some curiosity there and so we're showing all different people that are speaking who's you know why they're speaking all that kind of stuff and then we come back down after we introduce all the people uh then come back down to the call Action which is get your tickets for Vegas and then we order for right here on the page okay um okay a couple things we do um obviously for us ticket prices are th000 bucks they fill it out down here and then um we ask the Replay for $97 and it's crazy what percentage of people take that so it's a great order form bump also if you want to bring a partner you click on there this takes some custom coding to be able to do this but then they can throw in their Partners names right here if they want to bring in one partner three Partners five Partners right and so what's nice about this is it increases your average cart value how much how many tickets people are buying at one time right uh because a lot of times want they want ticket for them and their spouse their business partner so you give them the bill order for them to do multiple tickets and multiple people take it in fact if you look back here on the order form you can see that the average C value so on average people spend $1,300 when they buy a ticket even though a ticket's only $99.
97 right so most people are buying something else in the funnel and this is the core things right here are the the partner plans and then the the replays okay and then down here we have FAQs which are always powerful inside of um funnels but especially event funnels so many things you know like are there sponsorship opportunities what's the event schedule going to be like when's the deadline like all these kind of things there you go that's all the info for page number one here inside the funnel now turnes to page number two so they just bought their ticket they're so excited now what we do is then and this is the first year we've done this we've been doing this for 10 years and we finally just um we finally have done you know finally added this and looking back now I've lost tens of millions of dollars by not doing this but what we decided to do is we decided to add an extra day a bonus day ahead of time so Dan Kennedy wanted to do a Dan Kennedy day so we attached it to the front of fun hiking live so the day before and so it's basically like hey you're coming to funing live anyway we want to come a day early and then have my mentor Dan Kennedy actually teach you stuff right and boom so I have a video here be basically saying that so again you notice the page we congrats them on getting their seats before you go read this page uh it's only available fhl ticket purchasers and then how would you like to meet my mentor Dan Kennedy boom and then video and then right here and then I wanted to make this very visually like when we first had this funnel it was confusing like it was in the copy like there's day ahead of time but like I look at me I'm very visual so I'm like I want to make sure that people understand this right so that's why I came with this idea for this graphic like Okay show here's funcking live right now you come a day early you get a special day with Dan Kennedy and right now it's like 40 something per of people who buy a ticket are buying this upsell so this one is when the easiest ways to add an extra $800 to uh to your ticket sale just by adding a pre-day right um and so yeah this is one of the most powerful things we've done I wish I had done this back at fhl number one but unfortunately we didn't right and again you can do it with just as above the fold um and then obviously my team and I we get excited and we like write long form copy as well so we've got the whole long form sales that are down below um and then they can get their tickets here to upgrade or they can say no thanks okay and then from there it takes you to the third last page which is just like thank you check your email put it in your account Calendar Book your hotel get the room block join the community all that kind of stuff so those are the core Pages there inside of an event funnel okay and again they're pretty simple they're pretty easy that funnel something any of you guys can do um but then from there on transition to uh just because again I told you guys this is like a 10-month process and so um yes this is like the Final Destination this we pushing people to go and get their tickets but it's not the only thing we do in fact um when people join my inner circle a lot of them join because they want to learn event marketing how do we fill an event and one the things I tell them is that uh again I told you earlier like events are the hardest thing to sell and so it's a consistent grind we're always talking about it right so what happens is for us funnel hacking live ends and then we got 12 months before the next one so the next two months you just like catching our breath breathing and then two months later that's when we start and so the first thing we do is at that time we've got the after movie done right so the first thing we do is we post the after mov with the headline and a ticket and like hey you guys fhl two months ago is amazing check out the after movie you go check out what happened if you want to get your tickets for next year's fhl go get them right now right boom that's the first pass right and we don't get a ton of people but it gets them noting okay it's happening here's the DAT look at the calendar we start sales start happening right and the goal with an event is just like it's funny because we do huge campaigns all the time like big promotions big webinars and I'm always in my head thinking we're going to sell a thousand tickets in one day we never do it's a constant consistent grind it's like we sell 20 tickets today then 15 tomorrow then three and then 18 and then 32 and then 12 and like it's more of a constant consistent thing so you've got to keep like ringing that bell ringing that bell ringing that Bell over time for it to for it to work right so on my podcast I start talking about funnel hacking live during Facebook lives when I'm going on other people's podcasts like in my email I'm just keep talking keep push people back to it right and so the first big push is um is the after movie and usually with the after movie we have a ticket discount right so then after that's done right after mov is done ticket discount then we go back and we start asking in speakers right and then what happens is now I got to get people a reason to buy ticket so what I'll do is in I'll start introducing hey so and so we just got Tony Robbins be keynote if you don't have a ticket yet go get it and then we go back to the sales page right we'll add the Tony Robbins section with the order button okay then come back and we get some more speakers so I keep introducing speakers introducing so it's giving me a reason to talk another reason to talk another reason to talk right so I keep doing that over and over and over again right so that's that's what starts happening then after that then it Transitions and um and uh we start getting more into like the the ticket buying motion right we need and so now we start hitting people from different directions different angles so like for example in fact right now we're 30 days away for me filming this about 30 days away from fing live right now I'm interviewing each of the speakers live on Facebook and Instagram and YouTube I go live interviewing them I push him back to the page right so I keep pushing him back to this core funnel to make the actual transaction happen but externally I'm doing all sorts of things the ads uh podcast revealing speakers announcing speakers all that kind of stuff now I'm going to show you two other funnels that we' also used inside of our campaigns to get people to go and actually buy tickets okay the first I'm going to show you is called the fhl story or the photo hacking live documentary so after like four or five years of doing F we actually made a documentary so the you know obviously a lot of you guys probably don't have a documentary you can't do this but think about some version of this it could be YouTube video could be something but it's it's trying to tell the story get people excited about the whole thing right so what we do is we have this this uh page fhl story. com and we drive people right so as I'm talking about fun haing live um I'll come back and every year I do this I'm like hey you guys we made a documentary showing behind the scenes of fun hacking live this weekend you and your kids just sit down and watch this right and we'll do a whole weekend campaign where we drive people here to go watch the documentary right so they come here and they can see some of these trailers these are little trailers for the documentary get some excited they put their email address in so this is page number one in the funnel okay so again it's just this is uh getting people to watch a documentary so uh a couple things you notice there's three trailer videos here so when someone hits this page then we retarget those people with these ads as well so they get retargeted with the trailer video come back and watch the documentary and then retargeted with another trailer video another trailer video so all these trailers push back to documentary and they opt in and then takes them to the actual documentary page and this page is very simple there's a headline and then we just let them watch the entire uh 90minut long documentary which tells the story of funnel hacking live and so when people hear the story about funnel hacking live they get bought into the idea the concept um the whole thing and then they're more likely to want to actually experience it okay so one of the things I've learned in in marketing if you can make your audience feel like they're part of the process they're more likely to want to connect into it right so I used to do this when um when I was launching new products I would like in fact you probably see now is I'm writing new books right I tell the stories about the books I share behind the scenes I talk about what's happening like and so people like they're on this journey with me and they're as excited about the creation of it as I am right so this whole fhl document is like to get them to be able to to experience the creation with it right so you can make a version of this where you filmed yourself planning the event calling the speakers in fact we've done that in the years past where I film myself inviting every single speaker we made a video about that and we sent that out to everybody right there's a lot of fun things you can do but conceptually you see what I'm doing like I'm creating a reason to promote and a reason for someone to get a ticket and getting them to feel invested in the event that I'm trying to get them to come to right now as as well on this uh fhl story uh we have a lot of other cool things up here like you'll notice there's the documentary but over here is over the years over the years we uh we have uh basically when the funn hiking life is over what we do is we go back through and we take the after movie right and we post that here so this is the after movie from the very first funnel hacking live ever someone can come and they can watch then over here we come back and they do fcking live 2016 so when someone when someone comes back here optins uh fhl um story a couple things happen right number one obviously I push them like watch the documentary but number two I start putting an email sequence like let me tell you the story behind here's 2015 what happened 2016 what happened right and we show like this is how much regist how the budget was how much raised for charity how many speakers and we show like our Keynotes and like we tell the whole story about that one which is really fun right they can go through they can see all the different years this is 2022 right same thing 5. 2 million on the budget how much was donated like Keynotes anyway so that's just again reasons to talk to them reasons to send messages reasons to people get excited and when it happens they go through this they have a chance to go watch 10 different after moves from funnel acing lives it's more experiences them wanting to come and actually see it do you have a funnel but it's not conver converting 99.
9% of the times it's because you have a good funnel but you suck at selling if you want to learn how to sell so your funnels will actually convert then get your tickets to my next selling online 3-day event by going to selling online. com youout or clicking on the link in the description down below and the next thing we do is I was like okay all these other ones is like these are documentaries these are stories but like I want to give I want a funnel that gets people excited about like experiencing funn hiking live like seeing what some of the speeches look like like like why should I be in that room right so that's why we added this little backstage pass tab right here when you click on that it takes you to a whole another funnel okay so it says for the first time ever watch these live raw unedited secrets we found on The Cutting Room floor these controversial presentations can't be found anywhere else but here but you have to hurry and P them offline the clock hits zero right so they come here and they register and then from there um they register and basically what we did um is it it gets them to watch the documentary if they haven't yet right which is again very very important and number two it gives them free speech about 10 free speeches they can hear Frank karn's speech Prince EA's speech uh Julie are some our favorite speeches Russell speech Dean speech uh Jamie cross's Pedro so again some of our favorite speeches we plug those in here because they see that they're like wow that's what's happening funing live I need to be part of that right so they opt in and then what happens is after you put your email address in here they put it in there it takes you to the thank you page and we're using a webinar fuel to basically um to to daisy chain these webinars so the very first webinar is fun hockey live and then the next webinar will be the first presentation so every day for next 10 days they're going to get one of these presentations okay okay and so they they you know they watch it right here they download this app called Webby um they can download it and um I actually right before we got here and check it out when I did that it sent me a text as well saying uh yes you finally locked fhls 10 favorite presentations for free you can watch the vers video here by uh right now so I click on that and on my phone it'll actually take me directly in my phone uh and if I open the app there it go it start showing me the actual documentary starting uh there you go so it watches so it pushes the actual documentary here and then the next day pushes pushes presentation number one then number two then number three and number four starts pushing all those and so what happens is they keep seeing these experiences over over and over again and they're more likely to be like I need to be in that room man that presentation three years goes so good from 10 years go so good and at each presentation at the end of it they hear me Pitch them on why they need to go get their tickets at funnel hacking live. com okay so again all these different funnels I'll keep pushing back to funnel hacking.
com funnel hacking live. com he's pushing it back over and over and over again the the number one thing that we found that drives ticket Sals is we have to take take something away okay um what does that mean um again I told you as as we promote funnel hicking live or any event it's like it's never this big huge rush in sales it's always like this trickle that keeps happening consistently over time right and so for me it's like how do I how do I cause people to go and buy now and it's really hard to do and the only thing we found that gets people to buy right now is you have to take something away what does that mean okay so during the campaign if I have a 10-month campaign or six-month or however long it's going to be I start introducing these things where I'm going to introduce something and I'm going to take it away okay so the very first thing I do is I introduce is the their ability to buy tickets at a discount right so when I first launched the event tickets are on sale for whatever $697 or $797 whatever it is so I introduced the price I give it to them and then I take it away so I basically we have the watch the after mov get discount tickets and then for you know 72 hours whatever that is then I okay the price is going up to the normal price which is $9. 97 and so I take that away take away the discount price boom now they get the price at $9.
97 okay now the next thing I to introduces I introduce the speakers right so I introduce the speakers but then what I do is I have every speaker give a speaker bonus right so I'm I'm giving them something so you get your tickets you're going get uh this speaker speaking here's the bonus here's next speaker speaking there's the bonus I walk through all the speakers all different bonuses so I introduce those things after the end that campaign I say okay you've seen all speaker bonuses these are now available for 72 hours and we're getting rid of them I'm going to pull them away right and so then we uh we announced like the speaker bones are disappearing and so we're going to take them away in 72 hours we have a whole campaign 72 hours 48 24 12 6 3 hours from now and what happens you see huge spike in sales and then we take it away and then the CES drop back down normal trickle right and so uh and then so I'm always introduc things and then like we'll introduce like get replays from the last 10 years events and then we take that away and you're going to get this and we take away but giving them things and taking away is the best way to increase sales dramatically um one of the the problems a lot of people do is they try to raise the price too early I found as soon as you raise price uh you know it's like the last stop is to raise price so for me usually it's the week before and we do we do a raise price or sellout campaign so it's like hey either we're going to double the price or we're going to sell out whatever happens first go and then we do a whole campaign on that and we get our last big huge surge of sales before the event actually happens and then we always sell out so that's kind of the game plan of what we do okay so I want to show you guys I'm going to take you guys over into Barnum where you can actually get copies of all of the the swipe files from these funnels all right now Barnum PT is kind of like Chad gbt and PT baram had a baby and this is a free Chrome plugin we created for you guys to be able to do all your funnel hacking in one spot and uh again it's a free tool if you go to Barnum pt. com but what's cool about this is I already use Barnum to go and take screenshots of all of these different funnels that I showed you guys today so if you want you can click on the link in the description down below and what will happen is I'll actually import the entire Swip file into your barn PT account for free right now in fact Let me show what it looks like now the way Barnum works is this little plugin right here you see there's a little hat you click on that and it gives you all these really cool funnel hacking tools you can use so we'll say for example you want to go and get a screenshot of just the section right here you can grab it right here and boom it takes a screenshot that part of the page and it saves it to your bar and PT account which is really cool but like I said I already fun hacked all these Pages for you and so what you can do so this is what looks like in the back office of baram PT and you can see this is my swipe file sections these are all different Swip files all my favorite funnels and so I took these three event funnels I just showed you and you can see all of the swipe files are in here so here's the uh funnel hacking live 10 funnel you click right here and you see here's page number one there's page number so you can see all the pages that way you can use them as a model when you're building out your event funnels over here is the fhl documentary funnel again you can see all the pages for this funnel here and then number three is the fhl backstage pass funnel you see all the page. funnel right here and again you get these for free by clicking link down description below and it'll import these swipe files into your Baron PT account and again you get bar PT for free by going to baram pt.
com all right you guys so that is behind the scenes of our funnel hacking live event funnel again that funnel has put over 5,000 people into roomin Force year after year after year if you haven't been to funnel hacking live yet this is the last one coming up very soon at funnel hacking live.
