288 - My Ninja Hack To "RFM"

MarketingInYourCar - Podcast Video (Russell Brunson - FunnelHackerTV)

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YouTube Transcript: English (auto-generated)

00:00
[Music]
00:01
welcome to marketing your car the
00:04
podcast for funnel hackers everywhere
00:05
you’re now part of a small group of
00:07
underground entrepreneurs who are trying
00:09
to change the world through the products
00:10
and the services that we believe in but
00:12
because we don’t rely on venture
00:13
capitalists we don’t have financial
00:15
safety net so we had to do things
00:16
differently we have to do things smarter
00:18
we do that through an art and a science
00:20
we call funnel hacking but this podcast
00:23
will give you a glimpse at the daily
00:24
life of a funnel hacker so let’s get
00:26
started good morning everybody hope you
00:33
guys doing awesome it is New Year’s Eve
00:35
morning it’s the morning of the eve that
00:37
makes a sense but heading the grocery
00:40
store real quick to get some stuff for
00:41
the party tonight I’m really really
00:44
excited for it oh and some cool things
00:48
happening just real quick Phillies want
00:50
timeline when this is if you listen just
00:52
in the future last night Ronda Rousey
00:54
fought uh what’s-her-name nunez fight
00:57
lasted less than 48 seconds it was
00:59
insane I got home last night just like
01:01
the suture trying to find a pirated copy
01:02
online cuz I had a hot date my beautiful
01:06
wife last night and it was crazy like I
01:10
can’t even I felt so bad for her Oh
01:12
anyway so that happened last night and
01:15
last night I wasn’t saw Star Wars rogue
01:17
one I can tell you what people write
01:20
this server sucks my new Star Wars isn’t
01:22
like all these things right it was
01:24
amazing like I don’t know and the fact
01:28
that like what I want to spoil it for
01:30
you the fact that like everybody dies at
01:32
the end was amazing like that was
01:33
actually that’s sad but that was like so
01:36
cool for the storyline and then the fact
01:37
the very end on Darth Vader is like has
01:40
the spicing he’s going through like
01:41
thrash and everyone like how could
01:44
someone not think that movie was not
01:45
amazing I don’t know anyway it was
01:47
amazing so yeah it’s funny cuz i get
01:50
done and nothing i’m easily amused
01:52
because my podcast a while ago like like
01:55
I know how much money they invest in i
01:56
paid twelve dollars for the ticket
01:58
insane and they entertained me for that
02:00
long and it was
02:01
it was amazing so I loved it anyway I
02:04
was really fun but I digress cuz today
02:07
I’m in the morning you to podcast
02:09
because I’ve had something I want to
02:10
talk about for three days and I keep
02:12
forgetting to talk to you about it so
02:13
I’m like stopping everything i’m still
02:15
like last night I like two in the
02:17
morning because I’m so excited about its
02:19
kind of tired so I’m talking about it
02:21
now this is a cool thing I want to share
02:22
with you guys cuz it was like a big
02:24
epiphany for me Oh in fact let me catch
02:28
up last podcast I told you about my goal
02:31
what we were doing trying 3x the company
02:33
in 1i we had like 300,000 dollars in new
02:36
money we had to make it was insane so we
02:38
launch funnel immersion comps when I saw
02:40
that plus we went and just hit all her
02:42
other hand with Hail Mary passes I of
02:44
the five Hail Mary passes we threw up
02:46
almost all of them hit it was crazy in
02:48
uh in within captain 24 24 hours let me
02:56
do that podcast we had made over 500
02:59
thousand dollars and smashed our goal
03:01
it’s crazy the last days we need to do
03:03
anything within the next two days
03:05
because of the momentum of that first
03:07
initial push it was insane so we did
03:10
well we’ll see what happens today but in
03:14
the last three days we need an extra
03:16
three hundred thousand dollars in money
03:18
we made almost a million in fact was
03:20
crazy for us to triple the company and I
03:24
didn’t know this till after we did it
03:25
I’m glad our account didn’t tell me
03:26
because I would’ve thought it was
03:27
impossible if you had told me cops’ll
03:29
glad sometimes you won’t tell you stuff
03:31
like belief is such a funny thing but he
03:35
told he after after we just smashed the
03:37
record he was like just put some
03:38
perspectives like for you guys to beat
03:40
your record in December the worst month
03:42
in the industry you would have had to
03:45
make forty percent of the money that you
03:46
end that you actually made all of last
03:50
year
03:51
that’s like what just crazy and now we
03:56
ended up doing I mean we may actually
03:58
hit it like fifty percent of last year’s
04:00
revenue in December which is crazy
04:02
because last year was a figure in a
04:05
figure year so fifty percent of our
04:07
revenue we basically got half our money
04:09
of last year we did in December and then
04:12
way more than 3x our company from the
04:15
year before which is crazy so I feel bad
04:17
for the morons in 2017 that run this
04:19
company because they’ve got a 3x at
04:20
again oh crap that’s me dang it and I
04:25
was like the harder the more we do now
04:27
the morgue after next year so it’ll just
04:28
it’ll just keep raising the bar anyway
04:30
alright similarly step back oh there’s
04:32
so many other cool things i’ll share
04:33
with you guys funnel hacker TV episode
04:35
one is finished and it’s amazing and all
04:37
the other ones are in production the 2
04:39
comma club video and award thing is is
04:42
in process almost done like there’s
04:44
somebody like can’t tell you guys how
04:46
many cool things are happening right now
04:47
new marketing your car mp3 player /
04:50
funnel / element in in the editor are
04:53
all gonna be live next week next
04:54
Thursday um call I’m going for four and
04:57
half if they talk to I’m talking about
04:59
some so excited there’s so many cool
05:00
things happening now you guys and just
05:01
blowing my mind so all rights all I kind
05:03
of cool stuff happening I want to share
05:06
with you guys the gold nugget that um I
05:07
think it’s huge that I I can’t even like
05:10
I can’t even how it’s gonna be exciting
05:12
so here here it is for those of you guys
05:16
I feel I feel fortunate that I got
05:19
started I got started learning this game
05:24
back with it was just kind of getting
05:26
new and so lonely people to learn from
05:28
like Corey rules there he was the he was
05:30
the pioneer Corey rutul and then outside
05:34
of him though there was nobody that like
05:36
there was a lot of people teaching then
05:38
Armand Morin came down there’s a couple
05:39
guys but it wasn’t a lot of stuff right
05:40
so for me to learn this whole marketing
05:42
game I had to go back to the old school
05:44
right there’s no school like the old
05:45
school so I was learning from from Gary
05:47
however and Dan Kennedy and Jay Abraham
05:49
and like so most my foundation actually
05:51
came from from those guys and then like
05:52
how do you actually apply it to internet
05:54
marketing
05:56
and I feel bad cuz most of you guys who
05:58
are listening now came in a day and age
05:59
was a million internet coaches and you
06:01
miss like a lot of cool foundational
06:03
stuff that I was blessed enough to get
06:05
by setting these these old legends but
06:08
anyway so when I was learning from those
06:13
guys it was back like everything to do
06:15
is direct mail and and I was just I was
06:17
trying figure out how do we relate that
06:18
back to but we’re doing so one of the
06:20
big things like the way that direct mail
06:23
would work rising you’d have an offer he
06:25
drive sells letting you go you rent a
06:26
list of people that are likely to buy
06:28
your product and so your buy list shake
06:30
how do I know like I’m getting good list
06:32
your bad list and so these guys I’m who
06:35
was came up they came up with a with a
06:37
formula to find out how like how good a
06:39
list actually is and so the formula was
06:41
based on three letters rfm so rfm is
06:44
like if you if your direct mail person
06:47
you list the second nature to you if
06:48
you’re not like me to talk about it so
06:50
our F M stands for recency frequency and
06:52
then monetary value rfm so if I’m
06:55
running list I’m say okay I want a list
06:58
of people that have bought a business
07:01
opportunity product right or this time
07:03
some supplements on a list of people
07:05
that have bought health supplements or
07:08
nerve supplements whatever whatever it
07:09
is right so the first thing i want
07:11
recency i want somebody who’s purchased
07:13
something recently you may think well if
07:14
they already bought something recently
07:15
they probably not gonna want my thing no
07:17
it’s not true what do we know about
07:18
buyers in heat is would someone buy
07:20
something they buy a lot of things right
07:21
around that period of time right so if
07:23
I’m still in business opportunity i want
07:24
to sell somebody who’s recently bought a
07:26
business opportunity ok kind of doesn’t
07:28
make logical sense but it makes perfect
07:29
sense we understand how buyers work
07:31
right I’m thing about when you first got
07:33
into this business and you you started
07:34
learning about how to make money online
07:35
or whatever that thing was for you you
07:37
didn’t buy one thing okay you were a
07:39
buyer and heating you bought a lot so i
07:40
want to i want to sell people who were
07:41
buying things who have bought things
07:42
recently seen second thing is frequency
07:46
i want to i want it people who were
07:47
buying things frequently they just buy
07:49
something once never from again i want
07:50
someone’s bought five business
07:52
opportunities in last year okay the
07:54
frequently buying and the last one is an
07:57
monetary value people are spending a lot
07:59
of money okay they they the more money
08:01
they spend Mormons are likely to spend
08:03
right people like me I
08:06
i buy things recently had buy things
08:08
frequently and I spent a lot of money I
08:10
like the dream buyer right in the
08:12
markets that I’m interested in so rfm
08:14
that was the things like I’m getting
08:15
direct mail list it with the the higher
08:17
the rfm score is the more the better
08:18
that list is forming and so schools in
08:20
clickfunnels action action etics those
08:22
here is usually action etics like we
08:24
have started training really hard core
08:25
on this yet that’ll be one of the big
08:26
things for for next year but um but we
08:32
have an RF em score in fact we have an
08:33
RF MS skor and so like if you look at
08:35
the action score of a contact so if you
08:37
actually attics click on a contact and
08:39
you’ll see a little circle to top right
08:40
hand corner and it looks really cool
08:42
it’s there are FM the S score so it
08:44
stands for recency frequency monetary
08:45
value and then the S stands for social
08:47
there’s one cool thing that the the
08:49
Internet’s brought to us is the ability
08:50
to watch people socially and stuff like
08:52
that and what uh my buddies Jeremy shoe
08:56
money he found out he did some tests he
08:59
said that he under Spartan company for a
09:01
while so he won all sorts of really cool
09:02
tests and monetization stuff and one of
09:05
the magic things that he brought to my
09:06
world was a he he found out that
09:08
somebody who joins his list who used
09:10
their actual Facebook email address or
09:12
social email addresses hook to a real
09:14
social account is worth 80 times more
09:16
money than somebody who uses a throwaway
09:19
email address 80 times so framed in fact
09:21
if people opted in and they didn’t use
09:23
their Facebook enologist he would just
09:24
delete them as a record use them cause
09:26
of such a waste of energy to market to
09:28
him and so for us we had in social as
09:30
well as our FMS digas the score of each
09:32
your clients comes and say oh wow our
09:34
FMS like how valuable is this person to
09:36
you so you’ll see an action X in the
09:38
future RF r FMS is gonna be a big thing
09:40
we’ll be talking more about but I
09:41
digress let me come back to where I’m
09:44
when I’m talking about so for me like I
09:46
had this big epiphany this weekend as
09:48
we’re doing this launch people are
09:50
buying stuff and getting in Mike there’s
09:51
so that when you a buyer there’s like
09:52
new excitement new energy and like we do
09:54
this funnel immersion sell like we sold
09:56
a lot of them and people going crazy and
09:58
like everyone the facebook groups like
09:59
trying to convince everyone else to buy
10:01
it and like you have hope that someone
10:03
go to Facebook or bike so what’s
10:04
actually in this thing Russell never you
10:06
mentioned what’s in it like why am i
10:07
giving Russell money and I who cares
10:09
just do it like Russell says by just by
10:12
everybody huggers jumping in and like it
10:15
was awesome lately coolest thing ever so
10:17
anyway I start thinking about this right
10:19
like um like in and this is like the the
10:26
pro and con of kind of what we’ve been
10:27
doing over the last two years I think my
10:29
audience especially my inner circle
10:30
members and hopefully you guys listening
10:32
as well like we’ve gotten really good
10:33
like doing the webinar we cry like
10:34
bringing new blood into your business
10:36
everyone’s doing that and so they’re
10:37
getting people to purchase but then it’s
10:39
kind of stopping there and like we’re
10:40
not we’re not getting people to purchase
10:43
more often and and that’s what a lot of
10:46
people’s businesses are struggling is
10:47
that they’re getting really good at
10:47
selling the first product then they had
10:49
nothing else a well sweet offer to our
10:50
to our audience to monetize the list
10:52
that we built and so I started thinking
10:54
about this and I was like um so next
10:57
week on marketing com actually it’s
10:59
funny you guys been hearing this in the
11:01
intro and outro for a while but we’re
11:02
actually finally launching the free mp3
11:04
player and it’s amazing and so our next
11:06
thursday we’re in big launch around and
11:08
we’re gonna try sell I think about 7,500
11:10
mp3 players so probably I think we’ll
11:11
sell those in a week or so and then and
11:13
then you don’t go from there but I’m
11:15
gonna triple shipping thing and and
11:17
there’s not really like people can look
11:19
in the bag rustling this funnel is not
11:21
no good like you didn’t really monetize
11:22
that well and it will there’s actually I
11:24
think it’s a really cool funnel but
11:27
you’re gonna notice for me like I’m
11:28
gonna be putting out a lot of things
11:29
they’re just little front ends are cool
11:31
like new t-shirts you should new just
11:34
just a lot of front of things and and
11:37
the reason why and I had this thing is
11:39
like if what we want our people doing
11:41
right if someone wanted rent a list and
11:42
they’re looking for recency frequency
11:43
monetary value how do we how do we
11:46
stimulate those in our own lists okay
11:49
how do we stimulate insulin different
11:51
things but I was looking at a frequency
11:52
like how do i stimulate frequency like
11:55
no one’s ever talked about that I’ve
11:56
never even thought about that before and
11:57
I was like like the health of my
12:00
customer list is gonna be based on how
12:02
frequently they’re purchasing from you
12:04
right and so if I don’t have any
12:06
opportunities on the buy for me they’re
12:07
less likely to buy for me right and then
12:09
one is hard to keep selling new info
12:11
products and yet I have to hook new
12:12
angle but like I want people to keep
12:15
buying for me because the the active
12:17
buying is going to keep them warm right
12:19
if I can remember TJ roll letter he’s a
12:21
biz op direct mail guy stock don’t die
12:24
and he was like hey you want to run by
12:25
him it by
12:25
to buyers like what why would you do
12:27
that he’s like the more they buy from
12:28
you the more they’re gonna buy for me I
12:29
need to keep these guys frequently
12:30
buying that’s like wow how interesting
12:33
never thought like it’s just such a
12:35
different mindset from what you know
12:37
I’ve always thought it’s like you know
12:39
only sell them things that you know
12:40
everyone swell and build up the hype and
12:42
make it a big thing and so for me like I
12:44
think when my big focus is for this
12:45
year’s I want to create frequency in my
12:49
buying and my customers buying habits
12:51
and your guys ok so I’m talking about
12:53
you I want you buying for me often in
12:55
fact I told my team I want our customers
12:58
buying something from us at least once a
13:00
week minimum I want that frequency up
13:03
because they’re buying once a week
13:04
minimum then they’re gonna stay
13:05
customers they’re gonna keep like like
13:08
that’s the health of our list right like
13:11
so we if we want to increase the health
13:13
of our list way to get them buying often
13:15
and i think my goals at least once a
13:17
week so i’m going to be doing is I’m
13:19
going to try and create something cool
13:20
once a week not like a new training
13:21
program info product note those things
13:23
are hard but just a new thing once a
13:28
week that you guys can buy for me so you
13:29
can see a couple things one cause I’m
13:32
gonna be pulling out little pieces of
13:34
like funnel merging funnel immersion end
13:36
up with over a hundred hours of cut
13:38
which is awesome somebody pulling out
13:40
little pieces of that and low ticket
13:42
things just to get people like hey go by
13:43
this this trading odd tripwires it’s
13:46
training of it I just pull out little
13:47
pieces right you may see a lot more
13:49
physical products t-shirts free plus
13:51
shipping t-shirts free plus shipping
13:52
shoes flipper shipping click phones
13:55
bottles like just tons of little swag
13:58
things they aren’t I’m not gonna make
14:00
any money on it but I’m just gonna be
14:01
stimulating frequency in my customers
14:05
frequency of purchasing of my customers
14:06
to increase the health of my list and
14:09
these are gonna become front and offers
14:11
we’re driving big facebook ads so you’re
14:13
trying to optimize campaigns all that
14:14
stuff no they’re talking about the only
14:16
goal of these things is to increase the
14:19
frequency of the buying patterns of my
14:22
customers and then build a cult sure
14:24
because they’re going to have all these
14:26
cool t-shirts and socks and shoes and
14:28
playing cards and stickers and
14:30
yeah as many cool things I can I can
14:33
come up with but that’s the that’s the
14:36
thought so anyway I want to throw up to
14:37
you guys I know I went really long
14:39
winded on this one because I’m so
14:40
excited but I think about that how can
14:43
you increase the frequency that your
14:46
customers are buying from you because
14:47
that’s how we judge how good the health
14:49
of a list is it’s probably should judge
14:51
how good the health of our customer
14:52
bases right how often are they buying
14:55
from you and how do you now now you know
14:57
that’s something it’s important how do
14:58
you stimulate that you create cool crap
15:00
they’re gonna want to buy it’s not going
15:02
to be like because it’s hard like if
15:03
you’re selling thousand our courses you
15:05
can’t do that every single week like
15:06
people aren’t going to keep buying it
15:07
like that’s not sustainable so if you
15:10
have a whole bunch of super low taking
15:12
things that again for me I’m not gonna
15:13
make any money on my free plus shipping
15:14
things like but it stimulates stimulates
15:17
the by the frequency of buying on my
15:19
customers which makes them better
15:20
customers when I do come out with a big
15:22
things they’ve been used to buying
15:24
weekly for me they’re enjoying it
15:25
there’s there there’s an addiction that
15:27
comes with that nobody i’m addicted to
15:29
Bynes I love buying things i want it i
15:31
want to feed that addiction through
15:32
frequency so that’s my thought you just
15:35
think about that how do you have you
15:36
stimulate frequency of your customers
15:38
and does not be weekly like me because
15:40
that’s gonna be kind of crazy for most
15:41
people even for me i don’t i’m gonna
15:42
keep up with that but for you think
15:45
about that like maybe this once a month
15:46
like how do you get them how do you
15:49
increase the frequency of buying so
15:51
anyway there you go and uh i’m gonna
15:55
leave it there for today but hopefully
15:56
this stimulate some thoughts in your
15:57
mind like how do you now you know this
15:58
how do you how do you increase our the
16:01
fdm how do you increase all those across
16:03
the board if your start thinking about
16:05
that and stimulating it like k I need
16:07
people by recent recently so if that
16:09
comes back to frequency to there I’m
16:11
gonna buy it if I’m getting people to
16:12
buy something each week their recent and
16:14
the frequence I kind of killed two birds
16:15
one stone so to things they’re
16:17
increasing my list of my customer held
16:18
and next is monetary value so obviously
16:20
three people shipping’s are not but if
16:21
you sprinkle in every six weeks or every
16:23
you know quarter a higher ticket thing
16:25
booming increases monetary value and it
16:27
keeps this thing going and it’s going to
16:28
just increase the health base of your
16:30
customer list so that’s what I’m
16:31
thinking about this new years is that
16:33
hope it gives you some ideas as well
16:35
there’s some magic to this you guys I
16:38
look it right now it are
16:40
in fact I got a video from John and my
16:41
team today so like he’s like he’s like
16:44
look our Colts way better than their
16:46
cult like what I look in this video and
16:48
he’s showing um our social stuff versus
16:52
leadpages versus Infusionsoft look at
16:55
that like our social profiles like boom
16:57
trending up our people talking about his
16:59
boom trending up like all these things
17:01
are trending up any of the lead page and
17:03
is like trending down you look at
17:04
Infusionsoft it’s trending down like no
17:06
one’s talking about him nobody cares
17:07
about like what’s the difference right
17:08
boom we’re stimulating growth
17:09
stimulating conversation making things
17:11
exciting building a culture and now
17:14
we’re starting in crease in the
17:14
frequency of this stuff and this is
17:16
going to be insane so I’m so excited
17:18
anyway appreciate you all I gotta go get
17:21
some groceries my wife’s gonna kill me
17:22
so i will talk to guys all again soon
17:24
have an amazing new years you’re
17:25
probably this in this afternoon or so i
17:27
hope you had an amazing new years and
17:29
few listens after thursday go your free
17:32
mp3 player and marketing in your car
17:34
calm thanks everybody pakia soon
17:36
[Music]
17:37
thanks so much for listening we hope you
17:40
enjoyed the behind-the-scenes look at
17:41
our funnel hacking projects you can also
17:43
watch the funnel hacker online reality
17:45
show and watch us build and launch
17:46
funnels live at ww bundle hacker TV if
17:51
you like to come hang out with your
17:52
fellow funnel hackers come join our
17:53
facebook group at ww project click
17:56
funnels com oh yeah and don’t forget you
17:58
can get a free mp3 player with first 257
18:01
episodes pre-loaded at marketing in your
18:03
car calm join us next time and remember
18:05
you’re just one funnel away from your
18:08
dreams

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