Funnel Hacker Radio - Podcast - Video (Russell Brunson - FunnelHackerTV)
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“Expert Secrets Is The Map That Will Allow You To Turn Your Specialized Knowledge, Talents and Abilities Into A Business That Will Work For You! This Is One Of The Shortcuts of The New Rich” - Robert Kiyosaki
YouTube Transcript: English (auto-generated)
00:00
welcome to funnel hacker radio podcast
00:03
where we go behind the scenes and
00:05
uncover the tactics and strategies top
00:07
entrepreneurs are using to make more
00:09
sales dominate their markets and how you
00:12
can get those same results here is your
00:14
host Dave Woodward once again welcome
00:18
back to funnel hacker radio I’m your
00:20
host Dave Woodward and again today you
00:22
are third time hearing from the one and
00:25
only Jewish Dorian Julie welcome back hi
00:28
hi everybody thanks for having me so fun
00:30
this has been a ton of fun and just for
00:32
those guys who are listening to podcast
00:34
this is our third one we’re recording in
00:35
a row so if we’re getting tired it’s
00:37
because we’ve actually been at this
00:38
three times this is called podcast
00:40
stacking if you’re not familiar that
00:42
we’re basically we’re bunch of episodes
00:44
all done at one time highly recommend
00:46
you guys do the exact same thing with
00:47
your time maximize your time trying to
00:49
stack things as much as you can but this
00:51
one is a topic I wanted to kind of save
00:53
to the last and that is gonna be fixing
00:55
a broken funnel it’s a question we get
00:57
all the time and we think gosh we need
00:59
to show this and the great thing about
01:01
Julie is she has such an amazing teacher
01:02
she’s actually being able to help you
01:04
visualize every single on of your pages
01:05
and exactly how to fix them as we’re
01:07
going through this so with all that said
01:09
I want to dive right into this topic as
01:11
far as how to fix a broken funnel so
01:13
Julie let’s just dive in let’s see where
01:14
we’re gonna go with this one
01:15
awesome okay so a couple things before
01:18
we dive in number one I want you to like
01:21
close your eyes and remember fifth-grade
01:24
scientific method if you were in science
01:27
class it was always like you know find
01:30
the isolating part
01:31
[Laughter]
01:35
it’s like isolate the variable right
01:38
like you didn’t know if your science
01:40
experiment worked if you just like
01:42
changed all the variables all at once
01:43
right so part of a funnel is like
01:46
there’s lots of places where it can
01:48
quote break or leak and so we just want
01:50
to isolate that one at a time the second
01:53
thing is almost every funnel is broken
01:56
when it launches no it’s very very rare
01:59
for a funnel to just like be perfect
02:01
right out of the gate so like broken
02:03
might make you feel like oh crap it’s
02:05
broken but it’s not it’s just not
02:07
optimized yet that’s the difference okay
02:10
there’s something not quite right and
02:12
it’s a matter of
02:13
when you get it right not if you get it
02:15
right if you keep at it so this is money
02:17
like two big disclaimers so the first
02:22
spot where a funnel might quote break is
02:25
on the ad itself and that is really
02:28
simple to determine you can just look in
02:30
your ads manager if you’re doing
02:32
Facebook to see how many clicks you’re
02:34
getting and if you’re seeing a cost per
02:38
click that’s higher than like 50 Cent’s
02:40
you know and every industry it’s gonna
02:42
be different so please take that with a
02:43
huge grain of salt and Facebook changes
02:45
every five seconds
02:47
but right now if I’m looking and I’m
02:50
seeing clicks that are costing me $2 a
02:52
click or $3 a click its something’s not
02:55
right with my ad it could be the copy it
02:56
could be the image or it could be the
02:58
audience all right so the first thing is
03:00
you got to get people to click on your
03:02
ad so that’s your first method so okay
03:06
that’s step one step two is how many
03:09
people are opting in on your landing
03:11
page on your squeeze page and
03:13
everybody’s gonna have a different
03:15
benchmark so you might be like oh
03:17
normally I’m at 30% but this one’s at
03:19
20% so now you know but if you have no
03:22
benchmark because you’re brand new use
03:24
20% as like a industry average so that
03:27
means for a hundred people that click on
03:29
your ad you want at least twenty leads
03:31
it will be lower if you’re in a local
03:34
business because usually your audience
03:38
is narrower and so those leads are fewer
03:41
but if you’re in like a big like expert
03:43
based business where people can buy
03:45
whether they live in China or California
03:46
20% I love those little things that are
03:51
so important people is these little tiny
03:53
numbers because that’s what people get
03:55
so fresh like I don’t even know where to
03:56
start and so by getting those numbers it
03:58
helps a ton so if you look and you’re
04:00
like okay my cost per clicks around 50
04:02
Cent’s okay all right that’s cool you
04:04
know that your ad is kind of resonating
04:06
look at your facebook relevancy score
04:07
you want to see a relevancy score of 7
04:09
or higher the next thing to look at is
04:12
that landing page and if it’s lower than
04:14
20% probably your copy it’s probably
04:17
your copy as much as I hate to say this
04:20
because the designer and me loves
04:22
beautiful design it’s copy that usually
04:25
causes the issue even
04:27
ugly funnels convert if the copies right
04:29
right that happens so many times oh my
04:33
gosh ah that’s yeah other podcasts will
04:35
review at the top of hunt funnels but
04:36
that was one of things we came out was
04:38
we were looking at all those with oh my
04:39
gosh these are so but but yeah
04:43
so if your copy doesn’t so then you can
04:46
start tweaking your copy now some of you
04:48
might be like oh I can’t like I tweaked
04:50
my copy and it doesn’t work it’s still
04:52
not converting then your offer might
04:55
suck because if you can’t like at some
04:58
point you’re gonna tweak your copy so
05:00
much that you’re selling a different
05:02
offer right and that’s the point your
05:04
offers no it’s like you keep tweaking it
05:07
and you’re like shoot that’s a different
05:09
offer well yeah so so you know that’s
05:12
kind of how to fix that so then the
05:14
second the the last way to fix a broken
05:16
funnel is to look at all the statistics
05:18
in the rest of the funnel and people are
05:22
shocked when I tell them that industry
05:25
averages like if you have like a
05:26
low-cost
05:27
item on your thank-you page like after
05:29
people opt in one to five percent is
05:32
pretty standard for buying so people
05:36
like spend 20 bucks on ads and they’re
05:38
like ah my phone’s broken
05:39
like you’ve had three people look at it
05:41
you cannot so but just like do the math
05:47
if if your by rate is one to five
05:49
percent how many people need to see the
05:52
page to get one buyer like almost a
05:55
hundred which means you need at least a
05:57
hundred leads before you can even look
05:59
at that page and be like ooh that page
06:01
needs work so I think that’s why
06:05
focusing on the ad first is the right
06:07
place
06:07
too many times people want to play all
06:09
day long in the funnel and the ad is so
06:11
critical there I think that’s great
06:12
advice right exactly because you’ve got
06:14
to get people in you got it like if the
06:16
ads not getting good clicks like you’re
06:18
not gonna get enough traffic to be able
06:19
to measure it and so there’s so it you
06:23
know once you get like a thousand people
06:25
hitting your landing page if you’ve got
06:27
a 20% opt-in rate what is that 200
06:30
people are opting in that means if 200
06:33
people are opting in you want to see one
06:36
- two - three - four - five sales on
06:38
that sales page and if you don’t then
06:40
that’s where the leak is like that’s and
06:44
and then the OTO the last like and I’m
06:47
doing like a self-liquidating offer
06:49
funnel right now the OTO and so many
06:51
people say my OTO doesn’t work and again
06:54
it’s the same problem if two hundred
06:55
people opt in and you get ten people to
06:58
buy if your OTO if you’re looking for
07:03
like 10% that’s one purchased right it’s
07:08
like a numbers game and so you know
07:11
sometimes people look at like Russell’s
07:13
funnels in there like oh they work so
07:14
well part of the part of the advantage
07:16
that Russell has is he can push massive
07:19
traffic into a funnel really fast and
07:22
get all those numbers and those
07:24
benchmarks like this and if you’re just
07:26
working on a hundred dollar budget like
07:29
it’s gonna take a long time to get the
07:31
amount of traffic you need to even make
07:33
the call if the funnel is working or not
07:35
I love that I think that’s the part that
07:37
people get so frustrated so it just says
07:39
I’m working like their hat you haven’t
07:40
had enough people go through the funnel
07:42
to even know if it’s going to work and
07:43
especially when you start talking about
07:44
you know Chios and down sales and you’re
07:47
like wait a second here there’s a
07:48
percentage of breakage all the way
07:49
through that we anticipate and expect to
07:51
have happen and so just because you’re
07:54
not getting me that you hope for there
07:55
that was anticipate about that doesn’t
07:57
mean that it’s broken so i love love
08:00
that idea that’s fantastic oh well shoot
08:04
you know like I don’t have a lot of ad
08:06
money there’s lots of ways to push
08:08
traffic into your funnel besides just
08:10
ads you can do podcast interviews you
08:13
can shoot for your dream 100 you can
08:15
stick your funnel in your email
08:17
signature you can you know like start a
08:20
Facebook group do SEO do YouTube videos
08:23
like there’s all kinds of ways so some
08:26
of its patients so my recommendation is
08:28
like if you don’t have a lot of money to
08:30
spend on ads you want at least a hundred
08:33
people to opt-in before you make a
08:35
decision about that first offer and then
08:37
you want at least twenty to thirty
08:41
purchases before you make a decision if
08:43
your oto is not working and I would say
08:48
even like 50 purchases and then you look
08:51
at the data and you see where the leak
08:53
is
08:54
and then I would say the very first
08:56
thing to do is to fix the copy is to try
08:58
to tweak the copy and if you find you’re
09:01
tweaking the copy to the point where
09:02
you’re making a different offer then
09:03
there’s information there Julie that’s
09:06
fantastic and again for those of you
09:08
guys who hate writing copy we’ve got
09:10
product out there called funnel scripts
09:12
Jim Edwards created by almonds go to
09:14
photo scripts calm and check that out
09:15
for sure but I think the key here is
09:18
helping people understand I love really
09:21
as you started things off the whole idea
09:23
as far as this whole scientific theory
09:24
with that whole idea of understanding
09:25
listen you have to start my only change
09:27
in one variable you can’t change the ad
09:29
you can’t change the offer change the
09:31
coffee and think you’re gonna get
09:32
anything out of it so you have to be
09:34
patient through this which I know is
09:35
it’s hard it’s frustrating for people
09:37
just going listen I’ve only got so much
09:39
money and add spin here that I can get
09:41
go on this thing I want to make sure it
09:42
works right out the gate well I’ve
09:44
always looked at anything and I may be
09:46
just stupid on I think you gotta be
09:47
willing to spend $1000 at least on a
09:49
funnel in ads if you’re not willing to
09:51
spend that you you’re not gonna get
09:53
enough numbers going through to be able
09:55
to understand if it’s really working or
09:58
if it’s not working so I will start any
10:00
the finals I’ve ever looked at buildings
10:01
it listen I’m willing to literally light
10:03
a match to a thousand bucks if I have
10:05
two examples that I’m okay with the fact
10:08
that the information I’m buying
10:10
information that’s death is how I look
10:13
at it as far as I got to buy the I gotta
10:15
buy the data and no one has the data but
10:17
the marketplace and so I’ve got to pay
10:19
people for that data and that’s how I’ve
10:21
always looked at any funnels and it’s
10:22
it’s always working mean that way that’s
10:24
like that’s the most brilliant
10:25
explanation I’ve always tried to explain
10:27
it and I’ve come up short and that’s
10:28
exactly what I say I have said to my
10:31
clients it’s like we’re gonna light a
10:33
match to this money like don’t expect
10:35
anything from it but that’s exactly
10:37
right we’re buying data there’s no way
10:39
until you use the marketplace to test to
10:42
know if your funnel is broken and so I
10:45
think that’s brilliant and I think the
10:46
the the other thing is and the
10:49
difference between a front end and a
10:50
back end funnel and for those of you who
10:52
are building the front end funnels like
10:54
the free plus shipping or the the self
10:56
liquidating offer funnels those funnels
10:58
are successful if they break even or if
11:01
you make a little bit of profit that’s
11:03
their design like the back end funnels
11:06
are where you want
11:07
see that profit maximizer I had a client
11:10
she’s like I’m spending a hundred I
11:12
spent like three thousand dollars on ads
11:15
and I made like four thousand from it
11:18
and it’s a front-end funnel I’m like
11:20
awesome like that awesome it’s just like
11:22
is it I’m like yes because now all of
11:25
her leads she’s acquired like thousands
11:27
and thousands of leads for free and
11:29
she’s made a little bit of profit but
11:31
she’s like why I need to sell them
11:32
something else I’m like exactly so like
11:39
that’s like that’s sometimes why people
11:41
say build your back-end first because
11:44
it’s like once that back-end is ready
11:45
and then you start building your front
11:47
ends then you have something to sell
11:49
them and you start to see that momentum
11:50
but beginners are like oh just make
11:52
something small and I’ll make a little
11:54
front-end funnel and then it breaks even
11:56
and they’re like crap it’s not working
11:57
like no it’s working
11:59
I love it again we talk about this all
12:05
the time if you’re not familiar a
12:07
customer in average cart value so see a
12:09
C and a CV are two of the most important
12:11
things when you’re paying attention to a
12:12
front-end fundal is what is the cost to
12:15
acquire the customer and what’s your
12:16
average cart value and that’s again look
12:18
at average cart value is the sum of all
12:20
the products that basically were women’s
12:22
ot owes down sales products or deformed
12:25
bumps all that as far as what’s the
12:26
average cart value for that because if
12:28
you can get what Julie just said it’s
12:30
literally the holy grail of marketing
12:31
and then it’s so funny I was talking
12:33
with a huge I mean a multi hundred
12:36
million dollar company the other day and
12:38
they’re like if what you guys are really
12:39
talking about really would work we have
12:42
become a billion dollar company and I’m
12:43
like it works the property they don’t
12:45
know your numbers and again they’ve
12:48
gotten so big that they’re like you know
12:49
we just keep throwing money it just
12:50
keeps growing I’m like know if you’ll
12:52
pay attention to your cost acquire
12:54
customer your average car value in the
12:55
front end their back end is so huge they
12:58
live just below this thing it could
12:59
easily be a billion dollar company but
13:01
they’re struggling around again that two
13:02
to three hundred million which again
13:03
it’s a big company it’s like it really
13:08
works up for any size company so I love
13:10
I love the fact that you pointed that
13:11
out thank you um last thing I wanted to
13:14
talk about with the broken funnel is the
13:16
stats inside the click funnels editor
13:18
when you decide so like let’s say you do
13:20
get traffic
13:21
like all right Julie I got traffic
13:22
something’s broken I want to tweak
13:24
something what you can do is you can use
13:26
the date filter and like like you grab a
13:30
week right like December 1st to December
13:32
10th or whatever and write down what
13:35
your what all your percentages were for
13:37
that week right in the past change your
13:41
copy like change your headline and
13:43
whatever copy you want to change maybe
13:45
your call to action places you want to
13:47
change your like headlines and calls to
13:48
action and places like that and then run
13:51
it for another week and then look at
13:53
that week and compare it and see and
13:55
then use that filter to see like how did
13:58
that we do versus this week do and then
14:00
you can kind of guess
14:01
all right the copy helped or no the copy
14:03
didn’t help you know I love that oh man
14:07
Julie again love love your experience
14:09
love the fact it’s always fun to talk to
14:11
someone who’s built not on their own
14:13
funnels but working with clients because
14:15
you have such a much broader range of
14:17
experience so thank you so much for all
14:19
that you’re doing we appreciate your
14:20
contributions any party remarks on how
14:22
to fix it broken funnel
14:24
I just just don’t get discouraged if it
14:27
doesn’t work right away it’s it’s like
14:30
getting the funnel launched is the
14:32
beginning of your adventure not the end
14:34
and everybody has a funnel that doesn’t
14:37
work when it starts that’s just normal
14:38
so it’s just stick with it and don’t
14:40
give up I love it
14:42
Julie thanks again we’ll talk soon yes
14:44
thanks bye guys thanks for listen to
14:46
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15:03
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15:08
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15:10
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15:15
again for listening
Expert Secrets: Find Your Message, Build A Tribe, And Change The World…
“Expert Secrets Is The Map That Will Allow You To Turn Your Specialized Knowledge, Talents and Abilities Into A Business That Will Work For You! This Is One Of The Shortcuts of The New Rich” - Robert Kiyosaki