00:00:00
- Hey, this is Russell Brunson,
00:00:02
and I got a really
cool tutorial for you.
00:00:03
I'm gonna walk through
seven different
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sales funnel marketing tips.
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I wanted to give these
to you guys because
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if you have a funnel and it's
not making you money yet,
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it's usually not a big
thing, it's usually like
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one of these little, tiny
tweaks you gotta make.
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So I'm gonna walk you through
seven tips that you can add
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any of these seven to your
funnel to make more money,
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have more success.
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With that said, let's jump
into the tutorial right now.
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Now, if you don't have a
sales funnel yet, that's okay.
00:00:19
This is gonna be for like,
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"Oh my gosh, I could do
this, I could do this."
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If you do have sales funnel
that's not doing that well,
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these seven tips are gonna
be ideas how to tweak 'em
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and change 'em and
make 'em even better.
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So I'm gonna jump right
into them right now.
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As you guys are hearing this,
I want you to vote down below
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what is your favorite tip.
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Number one, you need
to add more curiosity
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to your headlines to
increase conversions.
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These are some of my
friends, Mike and AJ,
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they're in my inner circle
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and what's interesting is
they came to inner circle,
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and they're like, "Russell,
we have this webinar
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"and it's sucking."
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I'm like, "What do you mean?"
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They're like, "It's horrible.
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"Right now we're spending $24,85
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"to get somebody to
register for the webinar
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"and only 22% of people
actually show up."
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They're like, "How do
we fix our webinar?"
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And I was like, "I'm not
even gonna touch your webinar
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"because I'm just gonna
tweak one little thing."
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I said, "When I read
your headline it says,
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"How to Add Six Figures to
Your Web Design Business
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"by Copying My Secret
Method for Helping Companies
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"Get More Real Five-Star Reviews
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"Without Selling, Spending
Lots of Time or Money."
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I say, "When I read
that, I know exactly
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"what your webinar's about.
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"Your webinar's gonna
show me how to get reviews
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"for local customers,
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"and if I'm like, I think
I know how to do that,
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"I'm not gonna show up."
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I said, "That's why your
ad cost is so expensive,
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"and that's why your
show-up rate's so low."
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People are like, "I'll register,
but I think I already know,
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"so I'm not gonna make
it that important for me
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"to actually show up."
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So I said, "All you
gotta do is just
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"add more curiosity
to your headline.
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"Don't tell me what it is,
tell me what it's not."
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The more curiosity I have,
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the more likely I am
to actually show up
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and so he changed
that and all he did
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to this entire webinar is he
just changed the headline.
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So there's the old landing
page, here's the new one.
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Now the headline says,
"How I Added Six Figures
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"to My Web Company
by Adding This
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"One Easy to Offer Service
That Doesn't Require
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"Cold Calling, Spending
Lots of Time, Money
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"or Require Extra Resources
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"And it's not Facebook
ads, FCO, email marketing,
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"website, social
media, graphic design,
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"digital marketing,
photography or video.
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"Register now and
find out what it is."
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All he did is just
ramped up the curiosity.
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Like, what is it?
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I know what it's not,
but I have no idea
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what it actually is!
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Now the increase in curiosity
makes people freak out
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and guess what happened?
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Two amazing things.
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Number one, their
ad cost went from,
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here's the number it was before.
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From 24,85 to $5,84, 'kay?
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The ad cost dropped
dramatically down
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and then their show-up
rate went from 22%
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to like now over
30% of people like,
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"I gotta find out what it is."
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Number two, you need
to grow your list
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by using a lead magnet.
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So what's a lead magnet?
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You guys have all seen
lead funnels before,
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it's a funnel if someone
comes on your page,
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you're like, "Hey, I'll give you
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"this really really cool thing
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"if you give me
your email address."
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And then they give you
their email address
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and then you give
them the cool thing
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and then from there you
push them to the next page
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in your value ladder.
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What's the next thing?
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Now the very first time I ever
learned about lead magnets,
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and I wanna show
you guys the story
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because I think it'll give
some of you guys ah-ha,
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it was back almost 15 years ago,
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it was a guy who's
become a friend now,
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his name's Evan Pagen.
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He owned a company called
Double Your Dating.
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And I remember he was one of
the very first people ever
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to have a landing
page like this,
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we call them squeeze pages,
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and I remember
coming to this page
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and I was so confused.
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It says, "You're
About To Learn Secrets
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"That Most Men Will
Never Know About Women...
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"Inside you're gonna
learn The Kiss Test
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"and how to tell if she's
ready to be kissed."
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and a bunch of other things.
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I remember looking at
this page and I was like,
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"This is the weirdest
thing I've ever seen."
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A lot of you guys, you've
seen pages like this,
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but 15 years ago I was confused.
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And I remember I was
at a marketing seminar,
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some guy said, "Yeah,
this page right here,
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"this company has $20
million a year online."
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And this was their
homepage on their site.
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I was like, "What?!"
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That doesn't make any sense.
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And he said, "Yeah, they
drain all the traffic here,
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"they get a list and
then they sell the person
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"other products and
services on the back end."
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And I remember I
wanted to funnel hack
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and go in, but I'd
just gotten married
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to my beautiful wife, Collette,
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and she would've strangled me
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if I signed up
for a dating list,
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so I called her up, I was like,
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"Colette, I'm doing
some marketing research,
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"I need to opt into this thing,
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"are you okay with that?
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"I'ma get emails but
I'm not wandering,
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"I'm just trying to figure
out the marketing behind it."
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And she was like,
"Okay, no worries."
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So I went and I
subscribed to find out
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what in the world
is The Kiss Test
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they're gonna tell me about.
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So I put my email address in,
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and then it took me
to this next page
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and there's like two
or three paragraphs
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that teach The Kiss Test.
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It wasn't like a 55 minute video
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or a 39 page ebook, it
was like two paragraphs.
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Basically said, okay
this is The Kiss Test,
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you walk a girl to the door,
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you talking to
them, you reach up
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and you touch the
tips of her hair.
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If she pulls her head back,
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it means she does
not wanna be kissed.
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Don't kiss her, run away!
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But if she turns
her head into you,
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that means she's into you and
she wants you to kiss her.
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And I was like, "Oh my
gosh, that's The Kiss Test."
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Then after that, lower
on the page it says okay,
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if you like that, you
should go read my book
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called Double Your
Dating, click here.
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And then people will
go buy the book.
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Number three, is
Build Your Sales Pages
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For Optimal Conversions.
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This is something that I
assumed everybody understood
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until I shared it with my team
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and they were all like, "What?!"
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If you look at when
we sell anything,
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there's three phases of selling.
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The first phase is emotion.
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That's why I tell a story,
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you're emotionally engaged
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and then majority of people
will buy off emotion,
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but some people
emotionally sell me
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but then they start logically
trying to justify it, right?
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So we start with emotion,
then we shift to logic
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and then we move to
urgency and scarcity.
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People who are fear-based,
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you just have to push
'em over the edge.
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Look at any sales
presentation that I do,
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you always see it.
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So the email sequence
I do, I always do this.
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The first emails are
very emotional based,
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the second emails
are logical based,
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the third emails are urgency
and scarcity and fear based.
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Every sales process,
every sales funnel
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we take people
through, we take them
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through the same journey,
from emotion to logic to fear.
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And what a lot of
people don't understand
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is that they do the
exact same thing
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on the actual landing page.
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If you go to any of my pages,
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like here's the
DotComSecrets book,
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or the Experts secrets book.
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Any of those books, the landing,
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this page here, the
whole top section
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is all focused on emotion.
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The hook is emotional,
the video is emotional,
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everything here is emotion.
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That's my best selling
technique is, emotion.
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So the top third of my page
is all focused on emotion,
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and for the majority,
if you put a heat map
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on this and you watch it,
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90% of people see that
and they go and they buy.
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All the emotional
buyers are like,
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"I'm in, let's go
do this thing!"
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Okay, but then you
have the next group,
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the logical people.
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They're emotional,
like I want this,
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but does it really make
sense, is it okay for me
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and they start logically
trying to justify everything.
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So what happens is those
people need more information
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and start scrolling.
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So then they start
scrolling the page
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and they go down a
little bit further
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and now we start having this
this where we logically,
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the second section is logically
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giving all the logical
arguments, okay?
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You're gonna learn this,
you're gonna learn this,
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you're gonna learn this.
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Logically understand that
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you're gonna need this
to grow your company.
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We speak to the
logic of somebody
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in the second section.
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So my scrollers are
my logical buyers,
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so if you watch your heat maps,
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you'll notice in this section
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people are scrolling, a
bunch of people start buying.
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These are your logical
buyers who are like,
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"Okay, that was the thing
I needed right there
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"to get me to go and buy."
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Then you scroll even further,
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then I move to the last thing
which is urgency and scarcity.
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Some people just have to
be pushed over the edge,
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like, they need that
last little push.
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The last bottom of the page
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is all focused on
urgency and scarcity.
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This is why you need to buy it
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and why you need to
buy it right now.
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So whatever your urgency
and scarcity limits are.
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Some people it's like you only
have X amount of products,
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some people it's the timeline,
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I don't care what it
is, you gotta figure out
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a true real urgency and scarcity
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to push people over.
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And that is how we
structure sales page.
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Emotion, logic and fear.
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All right, number four.
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Offer and Order Form
Bump to Increase Sales.
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This is one of the things
that seems so simple now,
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but literally 10 years ago
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when we kind of discovered this,
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changed all of our
businesses forever.
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The order form bump, I
want to to visualize.
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Imagine you're at the
grocery store, right?
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And you gotta go buy some stuff.
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So you're at the grocery store
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and you're buying hotdogs
and ketchup and buns
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and chips and you're getting
all that stuff for the big game
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coming up, and then
you're checking out
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at the checkout stand.
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As you walk to the
checkout stand,
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you look and you're like,
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"Oh, National Choir, the
World's Largest Baby,
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"that's hilarious."
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And you grab it and
you throw everything
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and you're like, "Oh, Tic-tacs!"
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"My breath stinks, but the
orange ones taste really good."
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So you grab some
Tic-tacs and some gum
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and a Snickers bar, and
the things you're grabbing
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as you're checking out.
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That is your order form bump.
00:07:43
So somebody comes on the pages
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and they go and buy something,
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they're buying some
stuff and for years
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we would just sell
them the product,
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then we have our up
sales and down sales,
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but somewhere along the line...
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I saw a page that
somebody had it,
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it was a bigger company
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and they had this thing,
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and what happened
was right after
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somebody puts in their credit
card, this is essential,
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after they put in
their credit card,
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but before they click
the submit button,
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they get this little
block right here
00:08:01
that I start calling
an order form bump.
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The key is after somebody
puts in their credit card,
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before they put in the thing,
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you have an offer that's
really quick there
00:08:08
for $17, $27, $37
and impulse buy.
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If it's something that
needs to be explained
00:08:12
over 10 paragraphs, it's
not the right thing.
00:08:13
If you're selling a book like,
00:08:15
"Hey, do you want
the audiobook?"
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or if you're selling
a training course,
00:08:17
"Hey, do you want
the templates?"
00:08:19
It's gotta be impulse buy
that you add right there,
00:08:21
and in most of our funnels,
00:08:22
the profit that comes from
this covers our ad spend.
00:08:25
It covers the Google
ads, the Facebook ads,
00:08:27
whatever that thing might be,
00:08:28
and so it's one of
the most powerful
00:08:30
little ninja stealth things
you could add to any funnel
00:08:33
that literally will
cover all your ad costs.
00:08:34
Now everything else
you sell in the funnel
00:08:36
becomes pure profit.
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It all comes down to this
one little block right here,
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the order form bump that happens
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between the credit card number
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and before the submit
button, right there
00:08:43
and it is magic.
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Number five, as we're
creating up sales
00:08:46
this is one of the
biggest problems
00:08:47
people make when
they have up sales.
00:08:48
Somebody buys your product
00:08:50
and you have the up
sale page, right?
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The biggest mistake
most people make
00:08:53
is the up sale page
happens and they say,
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"Thank you for your order,
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"we've received your order"
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and they close the loop.
00:08:58
As soon as you do that,
00:08:59
your conversions on
whatever happens afterwards
00:09:01
will dramatically decrease,
00:09:02
and this is based on thousands
and thousands of tests.
00:09:04
The goal on the up sale page
00:09:05
is you have to keep
the buying loop open,
00:09:07
so if you notice any
of my up sale pages,
00:09:08
never say, "Thank you
so much for your order."
00:09:10
It always stops and says like,
00:09:12
"Wait, your order's
not yet complete!
00:09:13
"Don't shut this page down!"
00:09:14
I have to keep the
buying loop open.
00:09:15
Like, "It's not done yet!
00:09:16
"we need to customize
your order!"
00:09:18
"Do you wanna add some other
cool things to your order
00:09:19
"before we close
this thing down?"
00:09:20
I do not close the
loop, I keep it open
00:09:22
during the up sale process.
00:09:23
I've had people
before who come to us
00:09:24
for consulting and
they have this up sale
00:09:26
and the only thing
we change is from
00:09:29
"Thank you for your order."
00:09:31
It's like, "Wait, your
order's not yet complete!"
00:09:32
And it increases
conversions dramatically.
00:09:34
Number six, after someone
goes to your funnel
00:09:36
and land on your Thank You page,
00:09:37
you can create what
we call an offer wall.
00:09:39
And an offer wall is
how you can push people
00:09:41
into your other value ladders,
00:09:42
so for example this right here,
00:09:44
this is the Thank You page
for buying one of our products
00:09:46
and down below it
says, "Oh by the way,
00:09:47
"here's other cool stuff.
00:09:49
"You could join our
funnel university,
00:09:50
"you can get the
DotComSecrets book,
00:09:52
"you can get the
108 Split Test book,
00:09:53
"and all this is free
traffic that comes to you."
00:09:55
So after someone's gone
through your sales funnel
00:09:57
and they land on
your Thank You page,
00:09:59
don't think that
they're done buying.
00:10:00
What typically happens
is for a lot of people,
00:10:02
especially the hyperactive
buyers like, "This was awesome!"
00:10:04
and they start looking
for more stuff to buy.
00:10:05
And they buy from
your competitors and
other competitors.
00:10:07
You lost them.
00:10:08
So why not just allow them
00:10:09
to continue with
you in the process.
00:10:11
That's number six and
I've got one more.
00:10:12
You guys ready for the last one?
00:10:14
What we do is we add a
webinar to the Thank You page
00:10:16
to increase sales.
00:10:18
So if you look at a
bunch of our funnels,
00:10:19
the very last page is like,
00:10:20
"Thank you so much for
ordering the product,
00:10:24
"now I wanna start your
training right now.
00:10:26
"The product's being
shipped to you in the mail,
00:10:28
"you're gonna get it, we're
gonna start right now,
00:10:29
"we'll get into business."
00:10:30
And we start teaching right away
00:10:32
and this Thank You
page is the webinar.
00:10:35
Now, a percentage
of people who buy
00:10:36
one of our free
plus shipping books
00:10:38
start buying out $2000 product
we sell at the back as well
00:10:40
and that is what a Thank
You page webinar is.
00:10:42
All right, I hope you loved
those seven different secrets.
00:10:44
If you like those, please
let me know in the comments
00:10:45
down below and I will
give you some more.
00:10:47
In fact, if you want 99
other marketing secrets
00:10:49
that will change your business
00:10:50
and they might change your life,
00:10:52
I've got free PDF,
all you've gotta do
00:10:53
is go to
marketingsecrets.com/blackbook
00:10:55
so you can get that PDF
and that'll give you
00:10:58
even more marketing secrets
you can go and implement
00:10:59
into your funnels.
00:11:01
With that said, thank you
again so much for listening
00:11:02
and I cannot wait to show
you guys the next video.
00:11:04
If you're not subscribed
yet, go subscribe
00:11:05
because next video is
coming up right now.
