Funnel Hacker Onboarding #2 - What's Your Micro Value Ladder?

Marketing Secrets - Podcast Video (Russell Brunson - FunnelHackerTV)

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YouTube Transcript: English (auto-generated)

00:00
what’s up everybody’s russell brunson
00:01
welcome back to video number two here in
00:04
our funnel hacker onboarding series
00:06
inside the marketing secrets podcast i
00:08
hope he has enjoyed yesterday’s podcast
00:09
talking about why funnel is why they’re
00:11
important today we’re talking about the
00:13
value adder so the big question is this
00:17
power onch Brewers like us who didn’t
00:20
cheat and take on venture capital for
00:22
spending money from our own pockets
00:24
puddly market in a way the lets us get
00:26
our products and our services and the
00:28
things that we believe in out to the
00:29
world and yet still remain profitable
00:32
that is the question in this podcast
00:35
we’ll give you the answers my name is
00:37
russell brunson and welcome to marketing
00:39
secrets alright so with that before I
00:47
show you the video a lot of times when
00:48
people think about value adders because
00:49
I think it’s way I explained it in the
00:51
dot-com secrets book I talked about
00:52
going from page one you shouldn’t be
00:54
funnel one to funnel two to Vonn a
00:55
funnel three which is it’s true but for
00:58
most people they spend so much time
00:59
mapping out the value out of like this
01:01
is we’re gonna go next 20 years you know
01:03
invention I mean hiring coaching and
01:04
then I’m gonna coach the president the
01:05
United States I’m gonna become the
01:06
president United States like they’re
01:07
going so deep in this huge value ladder
01:09
which is good so you don’t sound like
01:11
here’s where I’m going but then it comes
01:12
down to the micro like what’s the value
01:14
out here like when someone hits my
01:16
landing page what’s the value I’m giving
01:17
them here when they opt-in what’s the
01:18
value and so that’s what this trains
01:20
about is kind of micro level of value
01:22
out and how they kind of work together
01:23
so let’s watch that clip right now I
01:25
hope you guys enjoy it and we’ll see you
01:27
on the next episode all right welcome
01:29
back now in the last video we talked
01:31
about what is the funnel and by the way
01:33
if you haven’t had a chance to read
01:34
accom seekers book I would recommend it
01:36
because this is where we go deep into
01:38
like what is the funnel the whole
01:39
concept of whoever spends the most money
01:41
to acquire customer wins is all talked
01:42
about in here we talked about funnel
01:43
structures and like it’s a really good
01:45
books help you understand the strategy
01:47
behind funnels if you don’t have it yet
01:48
so click on the button down below
01:50
there’ll be a page we can go get a book
01:51
I think it’s 795 shipping and handling
01:53
but that’s what this is all about help
01:55
you understand funnel structure better
01:56
now one of the core concepts inside of
01:58
here that I want to share with you
01:58
because it’s such a key to understanding
02:01
how funnels work is a constant called
02:03
the value ladder and so the way the
02:06
value ladder works if you look at this
02:07
image right here on the left-hand axis
02:09
you have value this is how much of value
02:11
you’re giving someone as the arrow goes
02:12
up the
02:13
the value is on the bottom axis as price
02:15
and then you go to the right the price
02:17
gets more and more expensive
02:18
now most business owners like the most
02:20
ideal thing would be able to provide the
02:22
most amount of value for somebody get
02:24
the most amount of money right like for
02:25
example we have a coaching program we
02:27
charge a million dollars to create
02:28
somebody’s funnel for them and that’s
02:29
amazing right like in a perfect world I
02:31
could go to every single person in that
02:33
ok it’s a million dollars but I’ll
02:34
create a funnel for you and it’s gonna
02:35
be awesome
02:36
and the problem is like if I walked up
02:38
to this I saw you on the street the
02:39
first time I’m like hey my name is
02:40
Russell Brunson I know I look like I’m
02:42
11 years old but if you give me a
02:44
million dollars
02:44
I will build a funnel for you you’re
02:46
gonna think I’m insane right because I
02:48
provided zero value to this point yeah
02:50
that’s what a lot of us as business
02:51
owners are doing we’re coming we’re
02:52
pitching our most expensive high thing
02:54
and like shooting for the fences but
02:56
people have not received value firmer so
02:57
they don’t want that so if you look at
02:59
like how businesses work it move to this
03:01
thing called a value ladder where
03:02
initially when someone first comes into
03:03
your world they’re kind of testing the
03:05
water and they’re filling things out so
03:06
what you want to do is try to provide
03:07
value for them right there for free and
03:10
if they get value the tip that are
03:11
tolling the water like wow that was
03:12
really really quite a good experience
03:14
was so-and-so and they receive value us
03:16
as humans we naturally will want more
03:17
and we’ll start sending up saying well
03:19
that was a really good experience like
03:20
what else do you have and we’ll move up
03:22
the value ladder we have a chance to
03:23
offer them more value but they’ll give
03:25
you more money and then they receive
03:26
value at that level they’ll naturally
03:28
want more and they’ll keep moving
03:29
through this ascension until you either
03:31
stop selling them something or tell you
03:33
offend them and that’s how business
03:34
works and so for you is understanding
03:36
this process of the value ladder and you
03:38
know listen in the real world right
03:39
somebody came in to you the first day
03:40
and said hey what do you do for a living
03:42
you would tell them and you can explain
03:44
some stuff and try to give them
03:44
something with like oh cool that’s
03:46
awesome and you build some rapport and
03:48
there’d be some value there and then the
03:50
next thing you do is you could offer
03:51
them something else ok it’s the same
03:53
thing like if you like if and when you
03:55
met your spouse like the first time you
03:56
met them you know the first thing you
03:58
ask them on a date and then have the you
04:00
provide value if they have a good time
04:01
on the date then you go on a second date
04:02
and it keeps going on until you get
04:04
married right there’s there’s this
04:05
logical progression
04:06
yet for some reason online we all forget
04:08
that all these like common-sense rules
04:09
fall out that out of the world cuz right
04:11
oh they’re pixels and they’re their
04:12
things and it’s traffic of it no it’s
04:14
people you have to understand that so
04:16
what happens is every single funnel is
04:18
the value adder okay when somebody comes
04:20
my very first page I’m saying hey my
04:22
name is Russell Brunson I want you to
04:24
give me your email address if I
04:26
there you receive no value like why
04:28
would I give you my email address can
04:30
become too patient like hey my name’s
04:31
Russell and I wrote a really cool report
04:32
called blah blah blah blah blah whatever
04:34
it is and say I’ll give you this report
04:36
for free just give me an email address
04:37
and I’ll send it to you and you’re right
04:38
huh
04:38
okay you give me an email address I send
04:40
you this report you get a report you
04:42
some value like that was really really
04:43
good Russell’s a cool dude then on the
04:45
next page in the funnel that’s like hey
04:47
I just sent you the report and go check
04:49
it out think you’re gonna love it but
04:50
while you’re here I’ll make a really
04:51
special offer to you and not try to
04:53
provide value again like normally I sell
04:54
this thing for blog I’m gonna give you a
04:56
special discount because you’re here
04:57
right now or you know whatever that
04:58
thing might be because your first-time
04:59
subscriber normally you know first thing
05:02
I wanna sell you is this thing it’s like
05:03
lot of times in my business I sell books
05:04
for really really cheap or we do you
05:07
know if you’re an offline business maybe
05:09
it’s a maybe it’s a free exam or
05:11
whatever it is but it’s something you’re
05:12
providing value okay and if someone gets
05:14
that they buy the next thing and then
05:15
the next page is like hey you just
05:17
bought my book for 795 on the next page
05:19
it’s like hey that your books coming
05:21
you’re gonna love but you know some
05:23
people like to learn in a classroom
05:24
situation I have a home study course
05:25
it’s this or whatever that thing might
05:27
be okay same thing works in e-commerce
05:29
case people always tell me well that
05:30
works in information but not in
05:32
e-commerce but the same thing works in
05:33
e-commerce one of our number one click
05:35
funnel sellers right now he built a huge
05:38
funnel it was the most successful
05:39
funnels I’ve ever seen and started with
05:41
a flashlight hey this is a tactical
05:42
flashlight would you like to buy it and
05:43
people bought the flashlight and they
05:45
started thinking how else can I provide
05:47
value to this person and short Bream
05:48
through a vet through a value out he
05:50
said look you bought a flashlight for
05:51
this price how’d you like a second one a
05:52
50% off and boom my house people said
05:54
yes there’s like hey now you got a
05:56
flashlight we want to get like a
05:57
carrying case we can put it in and
05:59
people like oh yeah sure yes boom inning
06:01
took next thing and he kept thinking how
06:02
is stripe right in value
06:03
hey you want Russia ping yes hey do you
06:05
want this yes and slow evaluator is
06:08
always thinking about that so every time
06:10
I’m working on a funnel I’m thinking
06:11
about this is like somebody is they see
06:13
an ad they see something they click on
06:15
something they come to my page the first
06:16
page of my funnel and I’m thinking how
06:19
do I provide this person value what do I
06:20
want in return I want their email
06:21
address or maybe want their credit card
06:22
I may want them to register for a
06:24
webinar or maybe I want them whatever
06:25
you that the action is on that page I’m
06:27
thinking how do I provide value to this
06:29
person and if I do in a cool way and
06:31
they connect they have a good experience
06:33
guess what they’re gonna want to buy
06:34
again and again and that’s how you build
06:36
a business the right way okay and so as
06:38
we do more and more of these trainings
06:40
value out because value ladder is
06:42
happening in a bunch of places happens
06:44
inside of your front every page in your
06:45
funnel is the next step of a mini value
06:48
ladder okay
06:49
also and we’ll talk about this in the
06:50
next the next major training absalom
06:54
goes through your first funnel then
06:55
usually have a second funnel and that’s
06:56
the bigger piece of the value so kind of
06:58
like the micro and the macro and so
07:00
these things are happening all the time
07:01
but for the before any eyes when you’re
07:03
thinking about that it’s like every
07:05
single interaction having somebody I
07:06
need to provide them value and then if
07:09
they like that they will naturally
07:10
ascend up and want more value and I can
07:12
charge them more and if they like that I
07:13
can provide brighter more me keep taking
07:15
them through this process okay that’s
07:17
how I can go right now and get people to
07:19
pay me a million dollars to build a
07:20
funnel for him because I provided value
07:22
at all these loves that provide value
07:23
for my books through my software to my
07:24
training to my events now when it comes
07:26
to their it’s like yes I trust Russell I
07:28
have rapport with him he’s awesome I
07:29
believe that he will do what he’s gonna
07:31
do and now they’re willing to invest the
07:32
big money okay and so if your business
07:34
the same thing and so he I started
07:36
thinking through that and so he has just
07:37
understand that concept of the value
07:38
ladder can your homework for right now
07:40
is to map out a value ladder now this is
07:43
not talking about all the products and
07:44
services might sell them over the next
07:45
ten years sometime about just this
07:46
initial funnel the funnel you started
07:48
building in the last walkthrough you
07:49
have all these different pages right
07:51
depending on which funnel you picked
07:52
inside the cookbook and what you think
07:53
in case someone lands on this page
07:55
what’s the value I’m providing them in
07:57
exchange for whatever’s happening their
07:58
email address then if I go the next page
08:00
what’s the value I’m providing in
08:02
exchange for them to give me their
08:03
credit card what’s the value I’m
08:04
providing to get them to buy the upsell
08:06
what’s the value to get them to register
08:07
for the webinar like whatever that thing
08:09
is for your business
08:09
I want thinking through that and writing
08:11
out every single like look at all the
08:13
pages in that funnel and just think
08:14
through what’s the value out of taking
08:16
them through in the inside of this
08:18
funnel okay and that is the key now in
08:20
the next video we’re talking about now
08:22
you got the value how do we structure
08:23
the offers and then talking the next
08:25
video about the copy to sell the things
08:27
on the pages but right now I want you
08:28
just conceptually thinking about like
08:29
what do you have to offer people gave
08:31
all the products and the services and
08:32
the ideas and the things that you have
08:34
what’s the logical progression you can
08:36
take somebody through to give them more
08:37
and more value so they can build the
08:38
relationship with you they can buy your
08:39
products they can buy your services and
08:41
you can change their life that is the
08:42
goal so that is the assignment right now
08:45
and the other thing is if you don’t have
08:46
a copy of this book yet I highly
08:48
recommend will have a link down below to
08:49
go get it
08:50
and in getting this we’ll teach you all
08:51
about funnel structures and teach you
08:52
about value outers and whole bunch of
08:53
other things this will help you
08:55
understand the strategy funnels in a
08:56
much deeper way so get the book if you
08:59
don’t have it yet as well thanks so much
09:00
and we’ll see you on the next training
09:02
would you like to see behind the scenes
09:04
of what we’re actually doing each day to
09:06
grow our company if so then go subscribe
09:08
to our free behind the scenes reality TV
09:10
show at www.funnelhacker.tv

The Marketing Secrets Blackbook - "99 Marketing Secrets That Will Change Your Business… And Change Your Life!"

:arrow_right: Get Your FREE Digital Copy Of The ‘Marketing Secrets Blackbook’ Now!

How We Took ClickFunnels From ZERO To Over $100,000,000 In Sales In Just 3 Short Years.

Get The First 257 Episodes Of Marketing In Your Car For FREE On This Pre-Loaded MP3 Player…

:arrow_right: YES! I Want The FREE Pre-Loaded MP3 Player

Hurry, these are almost sold out.

Want 6 Months of ClickFunnels™ Full Suite for FREE?! (Massive Discount)

:arrow_right: Get Full Unrestricted Access to the Funnel Hacks System

Includes: 6 Week Master Class, Traffic Hacks, Inception Secrets & Email Sequences.