304 - My Backwards Strategy For Truly Understanding If A Funnel Is Going To Work

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 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 have 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 so 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 guess
00:33
what today is today is moving day oh I
00:37
am so excited today is the day we are
00:40
finally moving into our new office which
00:43
probably has like who cares rustles my
00:46
big deal but this is a big deal for a
00:47
lot of reasons number one we’re moving
00:49
to a new office and anytime there’s
00:51
change I kept at an interrupt of your
00:53
day it’s like a good opportunity and
00:55
good chance just to radically shift
00:57
everything about yourself and so like
01:00
I’m excited like a new beginning it’s
01:03
like a new first it’s like a I don’t
01:06
even know but it’s it’s pretty cool so
01:08
number one number two I’ve had a lot of
01:11
offices in my day since we started this
01:13
whole internet marketing game and all of
01:15
them have been rented for people this
01:17
office I bought so I own it well I’m not
01:20
yet I guess I like a thousand more
01:21
payments but someday I’ll own it but was
01:25
cool as it’s our own and then we bought
01:26
this building and then it was horrible
01:28
inside so gutted the whole thing out and
01:30
rebuilt it to me exactly what we want
01:32
and how we want it and so like I’m sure
01:35
you guys will see if you has follow me
01:36
on Facebook or anywhere else will do
01:38
some videos and kind of showing the
01:40
whole thing but it’s so cool i cant
01:42
outside that big old sign so it’s quick
01:44
funnels the inside you walk in the signs
01:46
out there you have a sign should be
01:47
there by tomorrow i think they will
01:49
sciences clickfunnels and then there’s a
01:51
TV there like we’re
01:52
offense is definitely liked videos
01:54
audios like looping like what’s
01:56
happening and then on the right hand
01:59
side you walk in there’s a huge seminar
02:01
room that’ll hold up to and we can have
02:04
about a hundred people in there but
02:05
comfortably it’s about 70 or so people
02:07
get set up for and it’s big and
02:11
basically removably workshops there and
02:13
so we’re trying to actually so we step
02:16
back i’m on i’m driving right now to
02:17
downtown boise because we got certified
02:19
partner event so let me hanging out with
02:21
40 or 50 of our certified partners today
02:23
while there we else is moving stuff so
02:26
our goal is to get done like last
02:28
weekend so we can do this first
02:29
certified partner bent in there but we
02:30
didn’t quite make it I Tecna could have
02:33
but it would been weird today because
02:34
everyone under moving and then they were
02:35
all been there and would then just you
02:37
know you first one of your house you
02:39
don’t want guests coming right away
02:40
because you know we’re gonna sleep yet
02:42
so that’s kind of how it is and so on
02:45
anyway but next Monday Tuesday wins that
02:47
we have our first-ever Fadiman and fat
02:50
is fhat steps for funnel hack us on so
02:53
it’s unlocked I think I mentioned before
02:55
but it’s new it’s really excited new
02:58
types of that we’re going to try to do
02:59
in our offices the works good we’ll
03:01
probably do them throughout the year and
03:02
start bringing people to them I’m doing
03:04
a test run with our inner circle members
03:05
so that’s happening next week so we get
03:07
everything set up and ready and prepared
03:09
for the first-ever fat event which is
03:11
exciting but I but yeah so that’s gonna
03:15
be happening at the the workshop room in
03:17
there and then we go kitchen I’d in the
03:20
kitchen hold like 38 he goes 38 chairs i
03:22
canna 38 people can eat at the same time
03:24
which is crazy I guess it’s a loss of
03:28
normal days I guess what I’m events
03:29
there’s probably a little more beauty in
03:31
the conference room as well so we have
03:33
places people to eat which is cool also
03:35
we always read these kitchens and stuffs
03:37
like film different products that we do
03:38
the wake shake video and if we’d read
03:40
this person’s kitchen we’ve done the
03:41
ones I wanted a kitchen was nice if we
03:43
actually still minutes we got a nice
03:45
backdrop nice countertop bike so it’s
03:47
set up week actually filming it like
03:49
that’s when it cools buzz office our old
03:51
office be has ever saw yes it’s totally
03:54
embarrassing it was like so trashy and
03:58
like
03:59
yeah it’s like and I’m not like the
04:01
cleanest person ever saw something in
04:02
that zone like working and creating like
04:04
I got some everywhere so anyway but i
04:07
always look ugly like kind of
04:08
embarrassing and there was no word of
04:09
film video so it had go somewhere where
04:11
new office we’ve got probably like on a
04:13
15 or 20 spots that we’ve created
04:15
specifically like to look cool to be
04:17
awesome on video which is getting really
04:20
really cool so you should see a lot more
04:22
new cool video stuff coming from us and
04:24
when we’re streaming stuff won’t look as
04:25
lame and look at you look awesome so I’m
04:28
excited for that on top of everything
04:30
else and so cool we have a recording
04:34
studio could have like all like
04:35
soundproofing that egg foam stuff so
04:38
that like there’s no you know echoes
04:41
reverb so you can record webinars or
04:42
audio books or whatever in their podcast
04:45
be really cool I know just tons of cool
04:48
stuff happening so I as you can tell
04:51
them very excited for today and the move
04:53
is happening but first like I get
04:54
downtown Boise through all this traffic
04:56
and go give a presentation to our
04:58
certified partners they get some back
04:59
and have some fun also the new offices a
05:03
lot of book shelf space not as much as
05:04
the old office so you guys knew this if
05:07
you watch me on snapchat it’s kind of a
05:08
sad day in my life but we went through
05:10
and through away man hundreds of
05:14
thousands of dollars worth of marketing
05:15
courses things that were no longer
05:16
really relevant or I knew I never
05:18
listened to or things like that and so
05:20
because that’s the way one for my
05:21
courses and I put the the courses are
05:24
still relevant we burned them all onto
05:26
audiobook files so that are on my phone
05:28
and my laptop and might like everywhere
05:29
else but then I walk around the
05:31
bookshelf now it’s just we books there
05:33
so today we’re bringing all the books
05:34
over them and organize all those give up
05:35
on the wall and hopefully there’ll be
05:37
some room for new books cuz I love books
05:40
books are the coolest and speaking of
05:42
books saturday i finished it i finished
05:46
the last edit the last everything i sent
05:49
it
05:50
too I printed actually print out five or
05:53
six physical copies of the book hand
05:54
about six of five my friends one for me
05:56
and they’re all doing a real quick read
05:58
through to see any last misspellings of
06:00
typos or anything but after that it’s
06:02
done and it was the weirdest thing so
06:03
Saturday when in next without two hours
06:05
cutting didn’t last last last saying
06:07
making sure everything was in there make
06:09
sure images were correcting Shaw kind of
06:10
stuff and I member like when I got done
06:13
and I was like done I sing a snapchat I
06:16
was like I’m done it was the weird i
06:18
literally felt like i had this like 300
06:21
pound kids sitting on my shoulders and
06:22
then he hikes fell off and i was like i
06:24
feel so light it was it was really
06:27
interesting I felt so light and fluffy
06:29
and good and like so it’s nice to have
06:32
that that the big old gorilla off my
06:35
back because I that’s been like one of
06:38
those things that that needed to be done
06:40
fact my initial due date since when the
06:42
publisher was December first and then I
06:45
missed that date and then it was like
06:47
December 31st I missed that day and then
06:48
it was like we had to move our launch
06:51
date samudra launch day from book to
06:52
April eighteenth it was basically okay
06:55
if you if you don’t get this book launch
06:57
or if you want just by the end of
06:59
January it’s physically possible i was
07:01
done by your launch date so I was like
07:02
okay so that’s where at so the last two
07:06
months was like a nightmare but how it’s
07:08
done and mike and books I know you have
07:11
written a book I get so much more
07:11
permanent lake I can hunt what’s right
07:14
where they keep my way through that song
07:16
I can like I can like freestyle my way
07:19
through like PowerPoint slides or
07:20
presentations and sells the all those
07:22
things like I can don’t have to be
07:23
perfect or finite like there’s there’s
07:25
uh I’ve done them enough that I can I
07:28
don’t need it then to be perfect but a
07:31
book has to be perfect because they
07:33
don’t have like you being able to like
07:35
cover up the mistakes through a good
07:38
story or through whatever I like it is
07:41
what it’s a standalone like you can’t
07:42
touch you and stuff so
07:44
there you go but I’m excited this book
07:46
food would be so so so so cool all right
07:50
so with that said so I’m driving down
07:53
sort of partners event so I thought well
07:55
gets me talk about today would be the
07:56
other side of the funnel business so I
07:58
know we talk a lot about our own funnels
08:00
and now you’re fun at one funnel way and
08:02
that part of it but I thought I’d be fun
08:03
to talk about what our certified
08:05
partners talk about and and if you’re
08:08
not a certified partner yet but you’d
08:09
like to be you should become one I think
08:11
everybody whether you you want to sell
08:13
phones or not should go to the Certified
08:14
Partner training it’ll help you become a
08:18
better funnel builder to help you for
08:19
yourself it’ll help you for you did have
08:22
clients whatever that is but i think
08:23
it’s it’s it’s good so if you’re
08:26
interested in going to go to CF
08:28
certified com so CF quick funnel CS
08:31
certified calm and there’s a webinar
08:33
there I can explain how the whole thing
08:34
works but hey I I just think everybody
08:37
should go through it it’s worth it so
08:39
the groups are coming in today so what
08:41
the way it works is you sign up for it
08:43
and it’s like I think the thing is 12
08:47
modules but yes complete the first eight
08:49
before you’re able to come to the
08:51
certification events for the
08:52
certification events with you every
08:53
quarter and here in boise so who’s got
08:56
that first eight modules done a lot to
08:58
come to it and certified event we
09:00
actually bring in a bunch of business
09:02
owners and you have a chance to go and
09:03
and in no funnel form and then there’s
09:07
contest and I’ve ever built the best
09:09
funneling prize and it’s really really
09:10
cool but it kind of gets you the ability
09:12
to do the whole thing from a client
09:14
right like which is like taking the
09:15
intake find what they want and then like
09:17
from there for you have a strategy and
09:19
from strategy figuring out to build it
09:20
and like going through the whole process
09:21
and now we typically make people stay up
09:23
all night like it’s an all nighter type
09:24
thing which we work hard and to get
09:26
these these funnels done and it just
09:28
rains you teaches you how to like I
09:29
actually get the project done which is
09:31
which is cool but it’s interesting that
09:35
even if you know even if you’re not
09:40
doing these for other clients you’re
09:41
doing for yourself like the process is
09:43
still the same a lot of people like they
09:44
start the fun of my jump in and click on
09:46
start building which is cool but there’s
09:48
stuff you got to be thinking through
09:49
ahead of time if you work in the client
09:51
you would you can I a what’s the goals
09:53
with the strategy here’s like all the
09:54
final types we have what should i do
09:56
what should I not do like what
09:57
you know and it gives you a chance to
09:58
really think through it is at a
10:00
different level and so I it’s kind of
10:04
cool but it’s been fun watching our
10:08
certified partners like some of these
10:09
guys are making crazy crazy amounts of
10:11
money and and it just it’s interesting
10:16
what it comes down to what you’re doing
10:18
is you’re taking a business owner off
10:20
the street right and this business in
10:22
the past probably has a website they
10:23
probably got like all these things
10:25
they’ve been doing but none of them are
10:26
making them actually anybody and you’re
10:28
saying look the old things you have
10:31
don’t work like there’s there’s a
10:33
there’s a new way a better way to do it
10:36
and it’s through this process of what we
10:38
call a funnel and if you think about
10:40
funnels like this was so interesting to
10:41
me is his most businesses have a funnel
10:44
my guys yesterday at church I was
10:46
talking to a guy who’s moved in he’s a
10:48
chiropractor and he was asking me about
10:51
what I do and funnels and he’s like so
10:53
it’s kinda like a website at my PO okay
10:56
that’s like you have on if I’m like a
10:58
basketball player oh she’s telling
11:00
Michael Jordan Michael technically he’s
11:02
a lot better than me but yeah I’ll take
11:05
that I guess so my yeah sky a website
11:07
but it’s like it’s a process to take
11:09
someone to like a website it’s like dead
11:11
thing that’s just kinda like the you
11:13
know Mike how much money is your website
11:14
can make you guys last year like we
11:16
don’t know I’m like exactly nobody knows
11:17
it doesn’t do anything you guys think
11:19
its usefulness nods but I might be
11:21
shifted a little bit shift your thinking
11:23
and you like look websites are dead this
11:25
is this is the new future the new
11:26
opportunities these things called
11:27
funnels and you start looking at like
11:30
what’s the and the fact this was like
11:32
why do any client i’m working with the
11:34
second off light especially ugh offline
11:36
clients like okay well what’s the funnel
11:38
you take people to right now like oh I
11:39
don’t know if that means I’m like okay
11:40
how do you get clients for now and I go
11:41
get well first thing I do is I do this
11:43
and I do this and I knew this tiny this
11:44
and so like I’ve dry out like a picture
11:45
of a fun one leg up there you just
11:47
that’s what you did okay so we know that
11:49
that model works and I’m not gonna try
11:51
to reinvent the wheel like how do we
11:53
replicate that okay if you’re doing this
11:55
system this how to replicate that online
11:56
like let’s look at that because the
11:58
phone is working now right my
12:01
chiropractic buddy like we first started
12:02
healing starters practice he struggled
12:04
forever to get leads and then like the
12:06
first thing I think that really took off
12:07
formas he put a he put a wig on fish
12:10
bowls and
12:11
like a restaurant is like people with
12:12
the business cards didn’t win a free
12:13
lunch they call him up and he he’s like
12:15
congratulations you win a free lunch to
12:17
everybody who dropped a card in right
12:18
like the way it works is I’m going to
12:20
come to your office for free alibi I’ll
12:21
bring lunch but I get to give you a 30
12:22
minute presentation then he show up
12:24
lunch feed everybody given 30 min
12:26
presentation to a pitch close about
12:27
people and rinse repeat that wasn’t that
12:30
was his funnel that he was spring people
12:31
in it’s like hate that works like okay
12:34
so that we not only know that that model
12:35
work how to replicate that online okay
12:37
well you need to get lunch appointments
12:39
for people locally that you can give
12:41
them free lunch and whatever so let’s
12:43
make that same offers make a fishbowl
12:44
funnel right where it’s like eight put
12:46
your name and email address in here and
12:47
you can win a chance to get me to bring
12:49
lunch and then go buy facebook ads that
12:51
fish fish bowl funnel get their contact
12:53
calm up their congratulations you won
12:55
and and then go do the same thing right
12:58
like its people do things like this
13:00
magic trick it’s not it’s just looking
13:03
at the customer process I talked about
13:05
before with you guys I don’t know if it
13:07
was like episode 1 or 250 so I apologize
13:09
they kind of blur together but I
13:12
remember reading the book the e-myth the
13:14
first time he’s talking about how every
13:16
business has a system if you don’t have
13:18
a system mean to do but it’s just a
13:20
really bad system probably right and he
13:22
was talking about how like what’s the
13:24
system for a retail business when a
13:26
customer comes in through the door like
13:27
what do they say what do they say first
13:28
but it’s a second like looking at that
13:30
process I remember reading that book 10
13:32
years ago and thinking about the stores
13:34
like going to like how am I being like
13:36
what’s the funneling people are taking
13:38
their walk into a store and it’s funny
13:40
like my favorite store to this day is
13:42
GNC but I rarely go even though I see a
13:44
GNC like all like avoided like to play
13:47
because I know that their system sucks
13:49
when people walk in like I walk in the
13:51
first things like hey what helped you
13:52
guys like John I just walk in I want to
13:55
look at the bottle and read the back and
13:57
they always ask me that so I always say
13:59
what everybody says like elinala banks
14:01
I’m just looking and then they you know
14:03
and it’s like and it ruins that first
14:05
interaction and they it’s like it’s like
14:07
having a sales funnel where like the
14:08
headline is like hey we’re gonna help
14:10
you with today and you’re like I don’t
14:11
know I just want any landing page like I
14:14
no I’m going to leave you’re freaking me
14:16
out and then they leave right like
14:17
that’s the equivalent of it and so it’s
14:19
like okay well how do we make this
14:20
process right okay like well five is a
14:22
GMC dude I’d come in and bake hey
14:24
welcome GNC looks like you’re looking
14:28
for for some cool supplements you tried
14:31
the new whatever power bars I give you a
14:32
free sample if you want trial because
14:33
they are freaking amazing I like I can’t
14:36
now try a power bar I eat them like dude
14:38
that is amazing it what’s the secret is
14:40
like oh well there’s this kind of
14:41
protein instead of this and this is the
14:42
big thing behind mi and they like so are
14:44
you looking for proteins or what guys
14:45
would see what kind of list your kid
14:47
will be looking for and then boom he’s
14:48
open this question first off he built
14:50
rapport second off you open question I’d
14:51
like one man i think all sorts of
14:53
supplements like sweet lift let’s get a
14:55
car thats make a shopping list my bag
14:56
all right and then I’d spend my 800
14:57
bucks with them instead the ops where my
14:59
god I’m just looking at I’m awkwardly
15:00
like looking around and each other like
15:02
looking at you like there’s gonna be
15:04
looking something hate so I doing a
15:05
question about supplements like no I’m
15:07
just looking and then they walk up next
15:08
section oh you have a question about
15:09
those like no I’m done I’ll kill you
15:12
like that’s what he normally happens I
15:13
will GNC right it’s like if I was if I
15:16
was a consultant for GNC I’d be looking
15:18
at that funnel that process every single
15:19
interaction what’s weird what’s what’s
15:21
not weird what’s what’s awesome you know
15:23
I’d look at all those kind of things and
15:25
then figure how to tweak it and make it
15:26
so that it was it was smoother and same
15:28
thing is true with like websites and
15:29
funnels like like five years I use to do
15:32
all the glaze or Kennedy website reviews
15:35
and I goes for his website and every
15:36
single time was like this brick wall or
15:38
it’s like help you that I’m like maybe
15:41
eight thousand links other page and like
15:42
that’s like I’ve been reviewing these
15:45
things for five years how tall your page
15:47
is still or horrific like but sometimes
15:50
your page like that’s where we the
15:51
headline and like what am I going to say
15:53
my headline that gets them to want to
15:54
give me that you a lot you like you guys
15:56
think through the process like that’s
15:57
that’s the key it’s not okay I mean he’s
16:00
a book funnel for this one I’m going to
16:01
use a love of all it’s like no think
16:04
through the process like if you were
16:05
coming here for the first time what
16:07
would what would be the the path like
16:10
would they say to you that would not
16:11
shut you down but would open you up and
16:12
that’s what I’m thinking I gland build
16:14
my own phones us I’m thinking about so
16:15
it’s coming here like what’s what’s
16:17
happening i where am i showing where my
16:19
showing resistance where am I feeling
16:20
good where am i where where it was Craig
16:23
curiosity so I want to proceed through
16:24
this process looks like like giving me
16:27
too much I want to step
16:28
back where am I being annoying where am
16:31
i helping you know like that’s what I’m
16:33
looking at when I’m when I’m building a
16:34
funnel and that’s what you should be
16:36
doing one year if you were working for
16:37
other people is looking at that that
16:39
that process and that’s what you’re
16:41
thinking through and it fits for
16:42
yourself at the same thing I had a
16:45
friend that said that every month you
16:46
should see her shop yourself and you
16:48
haven’t really done that but I think
16:49
it’s smart like secret shop yourself and
16:51
see what resistance people are you’re
16:53
hitting into fact I dean graziosi i
16:56
think it was told me that when he has
16:57
big seven our business there’s like two
16:58
hundred million dollars a year he hired
17:00
a bunch of people whose full-time job
17:01
was just to go and consume everything so
17:03
late it was live event they signed up
17:04
there with the next thing than that and
17:06
they just do the whole thing and spend
17:07
all the money to go through everything
17:08
in the process and then come back and
17:10
like what things were often when things
17:12
were horrible and so we found that from
17:15
sticker shopping himself was that we
17:17
will slap the event they’re all side and
17:18
then they’d here for people on average
17:19
about six days after the event he said
17:21
that that was that was what a what
17:25
bothered him is like it took six days to
17:27
to hear back and like wow we need to get
17:30
people back people immediately ship the
17:32
whole business to our system slides
17:34
event next day they got an email when
17:36
they did that their their cancellation
17:38
rate dropped my half like crazy and so
17:40
it’s like coming back to the process
17:42
like the funnel is just the process
17:43
right the system that you’re taking
17:45
somebody through the magic of online
17:47
funnels in fact we can perfect that you
17:49
know with offline funnels you have
17:51
trained themselves duty i trained the
17:52
person every single store in every
17:53
single GNC to not be an idiot and ask a
17:55
good question instead of a bad question
17:56
and then when they want to slip back to
17:58
their bad questions it’s hard i gets
18:00
hard right but holding those funnel is
18:02
that you can tweak that perfect and then
18:04
everybody comes to the same same path
18:05
and what’s cool like just think about
18:09
GNC if they were to go to every one of
18:10
the shores and on the whole country and
18:11
make that one shift like what would that
18:15
do for the revenue and they were able to
18:17
instantly get every single person to
18:19
follow the same script I mean I would
18:22
not be shocked if it doubled the revenue
18:24
that may seem like crazy but it’s just
18:25
like I only got spawn get so hard but
18:29
the hard part is getting you know 10,000
18:31
reps to actually do it to do it right do
18:33
it correctly like that’s that’s the
18:35
opportunity that they’ve got to figure
18:36
out which is not that easy whereas with
18:38
the funnel like there
18:39
one point that everybody’s coming
18:41
through there for you tweak it in one
18:42
spot and it works across everything and
18:45
it’s not hard to double company’s
18:47
business me fix that piece and that’s
18:49
the opportunity as that’s what certified
18:51
partner programs all bow that’s what
18:53
these funnels are all about for yourself
18:55
or other people like is that you’re just
18:57
perfecting the message to each step
18:59
along point along the funnel and when
19:02
you do that it’s like whether they can
19:05
say like the small hinges of swing big
19:06
doors or the butterfly after everyone
19:08
call like those little tiny tweaks to
19:11
have dramatic impacts everything else to
19:13
decide your business so everything is
19:15
pretty exciting I gather stuff as you
19:17
can probably tell it’s just all about
19:18
thinking through it like how would you
19:20
feel if you’re going to this process
19:21
where was your resistance come from what
19:23
would you be excited by the more you
19:25
think about that and then watch as other
19:28
people go through and then watch what
19:29
they’re doing you make the tweaks and
19:30
changes based on that the more success
19:32
you’ll have your funnel so hopeful helps
19:34
everybody I’m almost considered my
19:35
partner event so if you’re there today
19:37
I’ll see you guys if you’re not there
19:38
yet I mean this time get certifies you
19:40
or so many teams should be certified
19:41
everybody should have one in their
19:43
office so goes CF search by com go get
19:45
certified and I will see you guys here
19:48
and a little bit thanks everybody thanks
19:52
so much for listening we hope you
19:53
enjoyed the behind-the-scenes look at
19:55
our funnel hacking projects you can also
19:57
watch the funnel hacker online reality
19:59
show and watch us build and launch
20:00
funnels live at ww bundle hacker TV if
20:04
you like to come hang out with your
20:05
fellow funnel hackers come join our
20:07
facebook group at ww project click
20:09
funnels com oh yeah and don’t forget you
20:12
can get a free mp3 player with first 257
20:15
episodes pre-loaded and marketing in
20:17
your car calm join us next time and
20:19
remember you’re just one funnel away
20:21
from your dreams

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