Funnel Hacking Live FULL Documentary - A ClickFunnels Studio Presentation

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YouTube Transcript: English (auto-generated)

00:00

[Music]

00:06

[Music]

01:04

yes Bolinas like been another year since

01:07

last year and we’re here again this is

01:09

year number five how many guys is your

01:11

first time coming to this oh dang

01:14

sweet well welcome to the party

01:25

myoga you or a camera where’s he’s good

01:28

look at me okay okay so how did the

01:34

event go the event turned out amazing I

01:38

think overall I was really nervous ahead

01:40

of time that nobody was gonna show up

01:41

but we opened the doors it was it was

01:46

packed and we filled the whole room that

01:48

was awesome

01:53

ladies gentlemen this next individual

01:55

I’d like to introduce is the reason that

01:56

we are all here this weekend about eight

01:59

months ago he brought to the marketplace

02:01

something that we all desperately needed

02:05

the ability to make professional-looking

02:08

sales funnels in a matter of hours as

02:11

opposed to months clickfunnels has had

02:16

over 7,000 members active members and

02:20

over 200 people are joining every single

02:25

day Wow is right and you know what was

02:29

right exactly you don’t get that you

02:33

don’t get to experience that you don’t

02:34

get to have that if the product that

02:36

you’ve created isn’t awesome isn’t what

02:40

the marketplace needs so speaking of

02:43

awesome ladies and gentleman here’s what

02:44

I’d like you to do go ahead and stand up

02:46

for me and welcome to the stage mr.

02:50

[Applause]

02:52

[Music]

02:58

kohaku is a process that I was doing

03:01

every step first got started I didn’t we

03:03

didn’t have a name for it we never

03:04

called it that but basically I wasn’t

03:06

like a amazing business person or that

03:10

creative or anything so I was just

03:11

looking what everybody else was doing to

03:12

make money when I first got started I

03:14

saw people like arm and more and I saw

03:16

they did so I just modeled that like as

03:18

close as I could because it was working

03:19

the true story is that I I was wrestling

03:22

I just met my my wife we were engaged I

03:25

had to figure out a way to pay the bills

03:28

so the logical choice for me was to look

03:31

online just figure how to make money

03:32

right this is 12 years ago

03:34

and I started looking at I start seeing

03:35

all these people who were super smart

03:37

making a bunch of money like I was

03:38

watching these guys create these

03:39

products and they were selling and I

03:41

remember like their sales letters were

03:42

so good I bought every single one of

03:44

them and I started seeing all their

03:45

processes and so I went and I I hired

03:46

this dude from from Romania and he built

03:49

my first idea was this little product

03:51

called zip Brander and then I looked at

03:52

Arman’s websites and he always had these

03:54

little covers and so I hired something

03:55

low cover and then he had a headline so

03:57

I wrote a headline and then in his head

03:58

or he always had a picture of him in a

03:59

suit tie so I wouldn’t got a picture me

04:01

in a suit and tie but I just made a look

04:03

as close to his as possible because like

04:05

he was the dude was making a bunch of

04:06

money I was watching right and because

04:08

I’d followed his process it started

04:10

making money eventually I went from this

04:12

college kid who wasn’t you know didn’t

04:15

have a job not that educated just trying

04:16

to wrestle to within a year of

04:18

graduating from college I made over a

04:19

million dollars in sales it wasn’t for

04:21

me being a genius of business it was for

04:23

me looking at people were successful in

04:24

modeling him that’s kind of how I got

04:25

started

04:34

to understand like where funnel Hawking

04:37

live came from you have to go back in

04:38

time my memorize going to school I was

04:40

making money by my senior year I made

04:42

like two hundred fifty thousand dollars

04:43

online like selling stuff and I remember

04:45

my mom like being so nervous like we

04:47

should plan what’s your job gave me what

04:48

he gonna do am I making money online I

04:49

said I know but like when that’s done

04:51

like what’s your plan like what’s your

04:52

backup plan like you know that was the

04:54

big the big thing in fact I remember

04:56

back then it wasn’t me people went

04:58

online to consume stuff acknowledge

04:59

information that you’re still like the

05:01

school systems traditional is away

05:02

nowadays fifteen years later you see

05:04

where most people it’s like if you want

05:05

to learn something you don’t go to

05:06

school it’s like who create the course

05:08

who’s the person wrote the book on

05:09

school learning directly at the feet of

05:11

the master right that’s what how we can

05:12

look at education today but it wasn’t

05:13

like that back then it was weird like I

05:16

remember the first time I saw an e-book

05:18

like he didn’t make any sense to me and

05:20

then for some time try his cell D but

05:21

people message me like like where’s

05:23

where’s the book I’m it goes ebook like

05:25

I don’t know that means mike means you

05:27

download it like why did I pay you then

05:28

I’m like because the words on the page

05:30

or might like and people couldn’t even

05:32

grass close before Amazon had the ebook

05:34

tries like physical books were the thing

05:35

in the digital stuff I get it took this

05:37

learning curve people understand like

05:38

why would I pay for something that’s

05:40

that’s not I can’t touch you know

05:47

I wasn’t the first person that tried to

05:48

build clickfunnels or I’ll click funnels

05:50

in fact my first one was called click

05:52

calm calm

05:53

I had six programmers spend three years

05:55

on it and it never saw the light of day

05:56

that’s when I met Todd dickerson he was

05:59

like no I think I can do it it’s like

06:01

all right man well good luck with that

06:02

like you really want to spend the next

06:04

year of your life trying to be like like

06:06

that’d be awesome

06:06

and I knew Todd was a good I don’t know

06:08

how how amazing was but he literally

06:09

they took some of the sketches and the

06:11

diagrams the ideas we had and he locked

06:12

himself in his bedroom in his closet

06:14

every was that and in like six months he

06:15

built a very first version of

06:16

clickfunnels

06:20

we’d know what cook fellas gonna become

06:21

we thought it was gonna be something

06:22

awesome but we maybe still made most of

06:24

our money doing the informations when we

06:26

launched clickfunnels initially we

06:27

launched this thing and it was

06:28

interesting because software without the

06:29

information didn’t actually do anything

06:31

we launched it and it was like hitting a

06:34

brick wall it was like crickets like

06:37

nobody got it nobody understood it was

06:39

just the weirdest thing I’m like people

06:41

don’t know what we created for me if I

06:42

could soothe I’m just explaining this is

06:44

why this is so important like it would

06:45

change everything but like it just

06:46

couldn’t get traction about the same

06:48

time I’d started my very first book

06:49

which is calm secrets and I was like I’m

06:51

gonna get this book done because people

06:52

read the book almost like a manual like

06:54

here’s the strategy guide how this thing

06:55

works it was crazy how the book launched

06:58

people got the book they read it in

06:59

Austin right oh that’s why I need the

07:01

funnel that’s why this is so important

07:03

it’s like I know it so we had now like

07:05

the this book which was like the

07:07

training manual to help you

07:08

strategically understand then the tool

07:09

to let you easily do it and this is the

07:11

book and the software together that’s

07:13

when I start taking off people read that

07:16

than like okay I get it and then maybe

07:17

the software to actually execute on it

07:23

I wish I could say that this is all

07:25

strategically designed to the beginning

07:26

but it wasn’t and what’s funny is that

07:28

our keep the little community we had the

07:30

time it was Facebook group probably had

07:31

two or three thousand people over this

07:33

time they start call themselves fellow

07:34

hackers like they started using that as

07:36

a term like people come and I hate my

07:37

fellow fellow hackers we had a question

07:38

for you and like he kept saying that I

07:40

was like this is cool like they’ve got a

07:42

name for themselves and they’d heard me

07:44

and Todd talked about these little

07:45

hackathons nice to do like nice - he’s

07:47

all my hackathons to get stuff done

07:48

like hey let’s do a hackathon and so we

07:51

get these little groups around the

07:52

country people do in like two and three

07:53

person meetup hackathons that’s like hey

07:55

this is so cool like this is happening

07:57

without us trying to engineer this thing

07:59

and they’re doing their own little

08:00

events things happening and it’s like we

08:02

can just let them keep doing it or like

08:03

what if we facilitated that people’s

08:05

kept asking keep asking me and finally I

08:07

was like ah all right let’s let’s go for

08:10

it was legitimate it’s like what we call

08:12

him in you know our people our funnel

08:14

hackers we’re gonna like live together

08:15

and then that was the name I was like

08:17

that’s that’s it I’m Hawking like let’s

08:19

just call it that it was awesome so I

08:24

appreciate you guys I remember my first

08:26

seminar Valente I’ve dreamed about doing

08:27

seminars we tried for a bunch of years

08:30

then we gave up a sort of Brent and John

08:32

that we would never do another seminar

08:34

again I’m grateful we did and just

08:38

grateful for you guys for executing and

08:41

making it making it all happen so thank

08:43

you and it’s amazing so thanks you guys

08:45

I had a number of people talking about

08:47

like I said they were to be part of the

08:48

first year we look back six years from

08:50

now it’s like sixth annual I can say

08:54

that I was at the first one yes asking

08:59

I’m kind of behind the scenes so I was

09:01

the technical co-founder when we started

09:03

clickfunnels Russell’s the marketing

09:04

cell side of the company the coaching

09:06

and the events while I’m the guy running

09:07

the actual software business and running

09:09

everything behind the seats and when

09:14

it’s already clickfunnels with Brussels

09:16

just me and him so I was working out of

09:17

the basement basically so we grew a

09:19

little bit and we decided to expand and

09:21

get an actual office get out of my

09:22

wife’s hair at the house all day every

09:23

day right so we’re gonna reek dig dig

09:34

dig dig dig dig dig for you that was

09:36

more user signing up on tour going down

09:39

or the other hopefully it’s not down so

09:42

funnel hacking live started as the

09:45

clickfunnels user conference I guess you

09:47

would say but it’s really grown to

09:48

something much bigger now big

09:51

differences between the different types

09:52

of events that I’ve been to at least so

09:53

you’ve got user conferences which tend

09:56

to be more technical hands-on this is

09:59

how you can use this software in this

10:01

industry to accomplish this goal

10:02

[Music]

10:06

those events kind of tend to be boring

10:09

usually like you end up seeing a lot of

10:11

people just networking in the hallway

10:14

personal development internet marketing

10:16

conferences are kind of the other side

10:18

of the equation that we see a lot of

10:19

like getting excited about methods and

10:21

stuff but there’s not really like

10:22

hands-on training necessarily oftentimes

10:25

there’s people selling courses to learn

10:27

more and that kind of thing whereas I

10:28

think we’ve taken kind of the best of

10:30

both worlds and mesh them together for

10:32

funnel hacking live where we’ve taken

10:34

and we do hands-on stuff we teach you

10:36

useable real-world things that you can

10:38

do right now with our software and with

10:40

our products to actually grow and

10:42

progress your business but we also come

10:44

in with the motivation and the

10:45

excitement and the culture and the

10:47

community around you we’re ready for you

10:57

to show us

11:07

[Applause]

11:12

my name is Melanie Niven

11:15

I am Russell’s executive assistant and I

11:19

plan all of our events I don’t have a

11:20

title for that but I pretend it’s

11:22

director of events since they took black

11:26

red and blue markers

11:30

there’s fatties and small like regulars

11:33

so I’ll grab mine and bring mine as a

11:35

backup to be safe so when I started

11:37

working for Russell I didn’t get a job

11:39

description I just came in and did what

11:41

I thought he needed help with and then a

11:43

month later I was asked to plan the rest

11:45

of their final hiking live event for San

11:47

Diego and just keep teasing people about

11:49

that from San Diego on to where are we

11:53

Nashville this is the hardest part for

11:56

sure getting concepts out but I was like

11:58

brute force I’m like getting into a

12:00

thing so if like mentally I would say

12:03

I’m probably 90% done physically or

12:05

probably 20% times it works out all the

12:08

time though Russell getting his

12:10

presentations done is the most stressful

12:12

for me because I like to make sure he

12:15

has that time blocked out but he usually

12:16

works on them a week or two before the

12:18

event so it’s fresh in his mind and I

12:20

understand that like the first year I

12:22

did this event I died we’re out of white

12:24

border my board whiteboard whiteboard

12:26

these are all maxed out we got an order

12:28

dual space we got dual space it’s gone

12:30

here my desk is the nightmare

12:32

everything’s clumped up think 8000 tabs

12:35

open and none of my six presentations

12:37

are done

12:37

all of them are partially done none of

12:39

them even close to done and we are six

12:41

days away today the event starts a week

12:43

from today but the good news is

12:44

apparently there’s another whiteboard

12:47

[Music]

12:48

all right it’s all about what’s a

12:53

million so we just find the whole man

12:55

and there’s some big changes you’re

12:56

probably gonna kill me plant all right

13:02

what that said one thing before you too

13:03

deep on this we’re pretty deep it’s

13:04

happening on Wednesday should I tell her

13:08

or not all right so we’re thinking is to

13:36

get everything done want to do I love

13:38

this part of my job too it takes me away

13:41

from just like the everyday life of

13:43

being in an assistant and this is kind

13:45

of bring some like razzle dazzle to it

13:47

the only way to keep organized for me

13:49

that I know that I’m fully responsible

13:51

for is in here all of our team members I

13:54

list them out I take all their names

13:56

their job title I figure out what their

13:57

event role is and then who they report

13:59

to at the event and then what their role

14:01

is for day one through four these are

14:03

some of the items that we were

14:05

responsible for shipping out so like

14:07

pins and chap sticks and hand sanitizer

14:08

staff shirts renewal shirts action XMD

14:12

t-shirts our event guide our wristbands

14:14

our backpacks like everything you think

14:16

of that has our logo on it or has

14:18

something to do with the event that is a

14:19

print job and our design team is doing

14:21

that so that’s why I like to try and get

14:24

that stuff started earlier versus later

14:26

I don’t think if we didn’t have these

14:27

spreadsheets that we would die like

14:29

every week for hotel reservations you

14:31

have to go through make sure the hotel

14:33

has the right check-in days check out

14:34

the aides name and the type of room so I

14:38

just want to go through a few like

14:39

last-minute things for funnel monkey

14:41

life has says the 18th but we need to

14:43

update that so it shows the 17th ok

14:46

because I think they’re believing in oh

14:47

yeah yeah send me like who

14:51

I don’t know if it’s like a wife and kid

14:53

you know what I mean so I’m waiting to

14:56

hear back that’s the only outstanding

14:57

one I have right now it’s all gonna work

14:59

out I always do it says I’m just getting

15:01

a little nervous yeah just let me know

15:04

what I can do to help yes you can

15:07

so shirts and make sure bottoms last

15:11

minute my name is miles Clifford and I

15:13

am the events manager at quick Falls

15:15

that’s well after last year’s phone

15:16

hacking live I took over the events team

15:19

so it’s taking you know Russell’s idea

15:21

and his concepts and Dave and the other

15:23

partners their what their vision is for

15:25

funnel hacking live and executing on

15:27

that vision so whether that’s food and

15:28

beverage is to the hotel rooms to the

15:31

staging the lighting the experiences

15:33

that people have at the hotel during the

15:35

event off the event that’s what the

15:37

events team does what really helped with

15:44

this event was he going and seeing the

15:46

site Melanie a couple other team members

15:50

came down here did a site visit when you

15:52

don’t do that you’re going in blind and

15:53

you never want to go into an event why

15:57

[Laughter]

15:59

they don’t let us do t-shirt guns when

16:01

there’s chandeliers

16:03

so Russell’s in trouble right now

16:05

Melanie is grounding him because like

16:13

the little temper tantrum from her

16:14

russell brunson over here what I have to

16:18

do six presentations Oh Russell what do

16:20

you have to last Monday at the same time

16:22

16 drops how many done none but give

16:25

yourself credit why’d you get done

16:28

[Laughter]

16:32

most people go out and just pay for a

16:34

lot of speakers to randomly come in for

16:36

us what we really want is we want part

16:37

of our community people have had success

16:39

and who are doing things in a unique way

16:41

that would be of great value to the rest

16:44

of the audience that really helped them

16:46

get whatever that next step might be for

16:47

them but also we want to make sure that

16:49

basically lines with us in the direction

16:51

that we’re trying to go with the event

16:53

as well hey Stacy

16:54

I was so impressed with what you and

16:56

Paul presented at our inner circle and

16:57

Russell I were talking

16:58

it’d be awesome if you could actually

17:00

present the same type of thing to our

17:02

funnel hacking community if you could

17:04

kind of talk about some of the cool

17:05

stuff you guys do for a relationship

17:07

transformation standpoint but then also

17:08

really dig in deep as far as how do you

17:11

actually connect with your audience

17:12

blocks me back let me know if that works

17:14

for you guys and look forward to having

17:16

you guys if I’m lacking live Thanks my

17:18

name is Dave Woodward I’ve run all of

17:19

our top-line revenue for click funnels

17:21

our business development opportunities

17:23

integrations partnerships my whole job

17:26

is just to make money for good

17:27

[Music]

17:32

so Russell will cast the vision overall

17:35

as far as what’s the event going to be

17:37

focused on and with that there’s certain

17:38

people that we’ve kind of lineup that

17:40

will be specific to that and then I have

17:43

the opportunity now to a lot of those

17:44

people and signing the contracts getting

17:46

them on board and really developing

17:47

those relationships that help us not

17:49

only just for the event but long term as

17:51

well hey Steve all right but got a huge

17:54

favor for you if you don’t mind I’m sure

17:56

you won’t but we’d love to have you

17:58

speak at I like it is I take a look at

17:59

building a speaking of team for an event

18:02

you can definitely bring in big people

18:04

and have their name and everything else

18:05

in helps for some credibility but

18:07

there’s no greater social proof that

18:09

people are using your product who are

18:10

having success doing what you’ve been

18:12

preaching in their own unique way in

18:14

their own niche and thing I love that

18:17

funnel hacking live is I take a look

18:18

over the last few years some of the

18:20

speakers we’ve had on would be people

18:22

you normally wouldn’t expect to see on

18:23

stage and you’ve got my gosh if he can

18:26

do it or she can do it I know I can’t do

18:28

so over the course of four days we

18:29

typically will have anywhere from 10 to

18:31

14 speakers in addition that Russell

18:34

speaks himself four or five times we

18:36

really try to to gauge energy levels

18:38

throughout the day some of the things

18:40

we’ve always tried to do is either bring

18:41

in a comedian or we brought in rappers

18:45

or bringing in the Phantom of the Opera

18:48

and they sing on stage just trying to

18:51

find different ways of really playing

18:53

with the energy level of the audience

18:54

and it’s amazing to see the impact that

18:57

has on their ability to learn and also

18:59

their ability to actually implement what

19:00

they’ve learned I would encourage anyone

19:02

else who’s looking at having a keynote

19:03

speaker not to be afraid of spending big

19:05

money to get the right keynote speaker

19:07

there it’s amazing to see the impact

19:09

that it has on the audience and they

19:12

feel so connected because they know that

19:14

you care about them that you are willing

19:15

to spend the money to bring someone big

19:17

in Russells I don’t know if you truly

19:19

know what you got yourself into here

19:22

I’m gonna tell them a little story of

19:25

how you and I started to work together

19:28

you saw me speak it Joe polish isn’t

19:30

that right do you remember like coming

19:32

up to me afterwards and you were like oh

19:34

my god that was amazing these speakers

19:36

funnel hacking they’ll be awesome I’m

19:38

like sure great I’m like do you know my

19:40

fee and yes I got no problem and I’m

19:42

like okay cool so gave you my card

19:45

you’re like we’re gonna do this so a

19:47

couple of weeks go by after Russell and

19:49

I talked about presenting at his event

19:51

and and I’m like dude this is gonna

19:56

happen he’s like yeah yeah um there’s

20:00

just this thing I go love it

20:03

he’s like well what brought in another

20:05

speaker we brought in a big famous

20:07

speaker and like we don’t have the

20:10

budget to bring you in now and I’m

20:13

thinking like how is that my problem

20:19

and I said well do you listen I don’t

20:22

speak that off and anymore

20:25

that’s my fee I would love to be there

20:27

for you

20:28

maybe next year and that was that was it

20:31

remember that it was very clear and I

20:34

get a text message a few hours later

20:36

from this adorable clean-cut Mormon

20:39

right and he just writes me screw it

20:41

I’ll pay out of my own pocket let’s do

20:43

this and I’m like that’s awesome that’s

20:46

awesome because what I saw some Russell

20:50

in that moment was devotion not

20:52

commitment but devotion when you are

20:55

committed to something you’ll still fall

20:57

down when you’re devoted you won’t when

21:01

something hits you when you’re devoted

21:03

you crush it thank you for your time I

21:06

love you

21:10

[Music]

21:12

there’s nothing more fun in the office

21:14

than to see that’s to kind of come up

21:16

with who would be the ideal person who’s

21:17

that dream person we want to get and

21:19

then they said anyway we could really

21:21

get them where we got Tony Robbins it’s

21:22

like no wait we actually got Tony

21:24

Robbins who was a person that Russell

21:26

spent years just networking with and

21:28

providing value to Tony Ramos it’s a

21:34

huge celebration when we’re able to land

21:36

that big fish in yet

21:41

[Applause]

21:42

I realize how important having a theme

21:56

would be initially cuz we didn’t have

21:57

one it was funny live and we recover in

21:59

attack funnels together I remember

22:01

sitting down and writing the headline

22:03

for I think the third funnel hockey live

22:04

and I remember thinking the concept of

22:06

like your one funnel way for being rich

22:08

like oh that’s so cool like what

22:10

everyone believed that one for like

22:11

being rich I’ve been writing the

22:12

headline and looking out for a minute

22:14

sitting back and be like seem so shallow

22:15

like if universe is cool that’s the way

22:17

most people to do it maybe initially but

22:19

most people wanted because the impacts

22:20

I’m like hey well you’re one fun away

22:21

from changing the world that’s like oh

22:22

that’s really cool but my god that

22:25

speaks to the people that are impacted

22:26

her from some people it’s not some

22:27

people just hate their job that’s where

22:28

I get free like hey you one fun away

22:30

from firing your boss I’m like ah I

22:32

deleted everything and stuff one final

22:34

way I’m trying to think try to think and

22:35

then I kept looking at that I was like

22:37

every different for everyone

22:39

like the result they want is gonna be

22:41

different but this is the tool that gets

22:43

in that result

22:43

I said wonderful way that that’s that’s

22:46

the theme that’s the concept and so the

22:48

last couple funnel lines that’s been the

22:49

theme ever your people what’s the new

22:50

theme I’m like no that’s the theme like

22:51

this is a recurring theme like this

22:53

process for all of us you guys isn’t

22:55

upping it down like it’s it’s always

22:56

happening and all of you guys are

22:58

somewhere in this wave right now right

22:59

some of you guys are at the top writing

23:00

it some you guys are at the bottom in a

23:02

crash somewhere in between and there’s

23:04

always going up and down but if nothing

23:06

else of this event like I wanted you

23:08

guys to all understand the like no

23:09

matter where you are there’s hope it

23:11

might not be this funnel my mind I can’t

23:13

tell you how many funnels flopped at the

23:14

guarantee I have failed at more funnels

23:16

than anybody else in this room because

23:17

of that we found out what worked the

23:19

only way to do that is to do it over and

23:20

over and over again

23:21

and it’s a lot easier now I promise you

23:23

so much easier than what we used to do

23:24

and that’s why this tool is so important

23:26

because you can do that you can test you

23:27

can try over and over and over again and

23:28

so people are trying to think of a theme

23:30

and really comes back to like what’s the

23:32

end result you’re trying to get for your

23:34

customers coming to that like what is

23:35

the thing that they’re looking for

23:36

what’s in everyone comes to her from

23:38

purpose to different reasons and somehow

23:39

your event is a vehicle to get them

23:42

there and so how does how does it do

23:44

that like that so you got to figure out

23:46

I kind of have a button niche to where

23:52

if I scroll too much and I don’t see

23:54

blue oh my god I need a button my name

23:56

is Jake Leslie I handle all the design

23:58

for clickfunnels

23:59

I’m Nick Sanders and I build the funnels

24:02

I manage all the process behind making

24:05

the funnels and coordinate the team get

24:07

everything ready the funnel hacking live

24:13

funnel is probably one of our biggest

24:15

funnels that we make every year all the

24:17

pressures on us to perform and to make

24:19

it awesome one mistake on a funnel

24:21

building site or anything could

24:22

literally cost us millions and millions

24:24

of dollars my design concept basically

24:27

was based off of if I was sitting in

24:29

funnel hacking live looking at that

24:31

stage what would be my perspective of

24:33

actually seeing that and so we’re trying

24:35

to kind of grab that energy throughout

24:38

the page itself so the user kind of gets

24:40

that experience before even the event

24:41

starts so going from Russell to copy to

24:46

design to funnel building to testing to

24:49

implementing and that flow makes a huge

24:52

huge difference because I know that if I

24:54

have copy and video that I can kind of

24:57

base my design off of that energy that

24:59

that’s giving me a big design tips that

25:02

I really really abide by is one keeping

25:05

on brand making sure you’re staying

25:07

consistent consistency is everything all

25:09

my headlines are the same all the

25:11

buttons are the exact same color there’s

25:12

no other distracting factors and that’s

25:18

the biggest thing is getting people

25:19

excited about the event that’s why we

25:21

start with the big sales page we always

25:23

put the promotional video at the start

25:25

to get people super excited looking at

25:27

the previous year and so they get

25:29

excited to read more about what’s coming

25:30

in this

25:33

late nights and you’re sitting there

25:35

working and you know you just feel like

25:36

you can’t push anymore this is one fun

25:38

way one fun way that rings true and your

25:40

head to be like man what if I just make

25:42

one thing that’s gonna work one funnel

25:45

that’s gonna actually work when you go

25:47

down a sales page the audience from the

25:49

top to the very bottom diminishes were

25:52

very very rapidly one key thing is a

25:54

date and the button above the fold so I

25:57

can see clearly see the call-to-action I

25:59

can read the label of the copy I know

26:01

exactly what I need to do to opt in

26:03

because we scroll down the page you’ll

26:05

consistently see that same button as you

26:07

go through almost creating a habit to be

26:09

like okay that’s all right click that’s

26:11

where I click that’s right click it goes

26:13

back into basically the strategy of a

26:15

funnel what does the goal of a funnel is

26:17

to guide your customer to your specific

26:20

goal that you want them to do whereas a

26:21

website is super distracting and your

26:23

customers have no idea what’s going on

26:25

being able to use click funnels is a

26:27

huge advantage events are crazy crazy

26:29

stressful to begin with this is the last

26:31

thing you want to worry about once the

26:33

funnel is done you’re good you can go

26:35

off and spend months focusing on your

26:36

event this will just make money for you

26:38

so it’s a vending machine online

26:40

[Music]

26:48

amazing the other activity from there

26:54

only takes one way I deal one big thing

26:58

that’s implemented there’s just one

27:00

funnel way from having the life they’ve

27:02

always wanted

27:04

we are funnel hackers here to remind you

27:08

one more time the life you want the

27:12

marriage you want and the family that

27:15

you want there’s going to be fuel a lot

27:17

of businesses that you do

27:20

you’re only one fun

27:22

we’re good so I’m Dan assure I run

27:32

clickfunnels Studios which is the

27:34

production company that creates all the

27:36

video contents that Patrick that sells

27:38

unlocking live wait that created the

27:40

content I’ve never had to describe a

27:42

video

27:44

my background is filming like cultural

27:47

festivals and stuff like that unique

27:49

experiences around the world so going

27:52

into an event space you know in a hotel

27:54

room not that cool so I threw my little

27:58

seasoning on it and sent it off to him

28:00

and turns out he liked it it all started

28:06

with when Russell said bringing magic

28:07

now as a production company our goal is

28:10

to bring the magic every single day

28:12

clickfunnels Studios is producing

28:14

contents for everything fun lacking life

28:16

being one of the biggest basically we’ve

28:18

studied and watched every single other

28:20

event film that’s out there we study

28:22

after movies for electronic music

28:24

festivals and see what they’re doing we

28:26

study music videos lighting color so we

28:28

can add it to the elements so we have an

28:31

after movie that has a very distinct

28:32

feel when we’re growing up we learn a

28:35

lot of things about life from life that

28:37

are just not true

28:38

six days a week one day off a week one

28:41

week off every six months and I wish I

28:43

had someone to educate me that college

28:46

was gonna bring me food stamps with

28:48

clickfunnels it’s the goal to be the

28:50

pattern interrupt it’s funny I talk

28:52

about like people should be funnel

28:52

hacking and modeling people write when

28:54

the first person does something it is a

28:56

pattern interrupt so it works really

28:57

looks and what happens next and then all

28:58

the people who saw like oh my gosh does

29:00

amazing they start modeling and they

29:01

start doing austin like it was your

29:03

doing and I was like ten people doing

29:04

the twenty then there’s a pattern

29:05

interrupt becomes the pattern and so

29:07

then like what you’re doing is long

29:09

effective has ever seen the same thing

29:10

so for me it’s always like I’m trying to

29:12

see it fast and implement it or trying

29:13

to invent or whatever that is because

29:14

I’m those creative risk or what caused

29:16

the biggest swing right the first person

29:18

to do it is the biggest pattern

29:19

interrupt

29:20

will become the pattern eventually so

29:27

for me I still think the most important

29:28

thing is for interviews when you are

29:30

recording interviews for your event you

29:32

need to get real sound bites most people

29:35

are just looking for those conventional

29:36

this event was amazing this is gonna

29:38

take my business to the next level it’s

29:40

all the same and I feel like that’s one

29:42

of the biggest mistakes when people are

29:43

hiring filmmakers for their events the

29:46

interviewer does not know the product

29:47

does not care about the people and

29:50

therefore they can’t have a real

29:51

conversation where as we go in and we

29:54

know exactly communicate with these

29:56

people at the end of the day it’s a

29:57

conversation we want to hear their story

29:59

how they got there what this event

30:01

really means to them who is that one

30:03

person that they met that’s gonna change

30:04

their business what is that one piece of

30:06

information that one nugget or something

30:09

that they’re gonna go home and be able

30:10

to implement like we want them to

30:12

naturally tell us what they got out of

30:14

this so our interviews do not feel like

30:16

normal interviews they feel like we’re

30:18

just conversing

30:20

when I joined it all started with just

30:22

producing the videos or the funnel that

30:25

was the main selling point but now as

30:26

the event grows we need countless

30:28

retargeting ads for people that need you

30:31

know seven eight touch points before

30:32

they make a big decision to go to a live

30:35

event in order to do that we need to get

30:37

extra creative with ways that we’re

30:39

gonna disrupt people from the day-to-day

30:41

and remember that funnel hacking lives

30:43

coming and they better get their tickets

30:45

that’s where the creativity of the whole

30:46

team comes together and we sit around

30:48

brainstorming and then come up with the

30:50

most absurd ridiculous funny creative or

30:52

emotive ways that we could get people on

30:54

board someone wants to create like an

30:57

entire hyperlapse video and show off the

30:59

event space as a whole of what people

31:01

are gonna visually see when it comes to

31:02

the hotel great

31:13

[Music]

31:15

someone says they want to make a planet

31:17

Earth parody and hired David

31:18

Attenborough a fiver to do a voiceover

31:20

about the funnel Haxorus

31:22

cool we do that the door swing open the

31:25

haggis spring into motion fall Kingdom

31:27

30 miles per hour you know race to seat

31:30

supremacy if someone hears in a

31:33

testimonial that you know the person

31:35

says oh come on Hawking live is where

31:37

you come to get the fire like the room

31:41

on fire so far hacking live is the place

31:44

that people come to get the fire

31:47

[Music]

31:53

these are all fire layers around 134

31:58

layers and then there’s a second nested

32:01

sequence and this one has 63 layers that

32:06

in total about 420 layers yeah math math

32:10

I think of all the things that we do I

32:13

think Funaki Maya is probably the most

32:15

important most valuable thing that we

32:16

produce we put on but the problem is

32:18

this also of everything we sell is by

32:19

far the hardest thing to sell you think

32:21

about software information products that

32:23

gets like an impulse buy right with this

32:25

it’s not impulse buy because someone’s

32:26

got to go and they have to get work off

32:28

and they’ve convinced their spouse they

32:29

have to find babysitters for kids they

32:31

gotta flights and hotels and there’s so

32:33

many more decisions they’re made not

32:35

just one and so for us it’s like a

32:36

constant grind I sell tickets every year

32:39

how are we gonna sell 4,500 tickets how

32:41

are we gonna sell 600 dicket’s how are

32:43

we gonna sell you know 2,000 tickets and

32:46

it’s just always an impossible task that

32:48

ends up happening I’m John parks and I’m

32:50

the VP of traffic at clickfunnels and

32:52

what that means is that I’ve run all the

32:54

advertising and the social media and

32:56

then a whole department to make sure

32:58

that there’s always lots of excited

33:00

people coming in the doors

33:06

website retargeting this is if they

33:10

watch a Porsche yeah yeah yeah so yeah

33:15

so once they once they opt in or become

33:17

become your data and we you know we did

33:19

some really fun things one thing we did

33:20

was um a telethon where we set up a

33:24

table full of of our customer support

33:26

agents with telephones and we actually

33:27

had a full telephone system going and

33:29

broadcasted this streaming live since we

33:32

don’t have a TV station we did it live

33:33

into our Facebook channels and into our

33:35

YouTube and it was Russell teaching just

33:38

fantastic content and the whole time was

33:40

like if you like what we’re teaching

33:41

here you’ll definitely like funnel on

33:43

King Live cuz that’s even more of the

33:45

same value so that connection was really

33:47

strong and then we’re just giving away

33:48

tons of prizes this is one of those

33:51

things that could be like the most

33:52

brilliant a marketing idea in the

33:54

history of marketing as we know it that

34:12

was really fun and not only did we sell

34:14

a good block of tickets during the

34:16

telethon we were able to reuse that

34:19

recorded video of the telethon

34:21

I’m overtime to sell a bunch more

34:22

tickets but as we know there’s very few

34:24

people who will just buy a thousand

34:26

dollar ticket in the drop of a hat

34:28

and so we do retargeting was gonna be

34:31

our biggest strategy so coming back in

34:34

front of them and give

34:35

more reasons of more understanding or

34:37

more emotion to get them to actually buy

34:40

that ticket right so we went for 10 days

34:41

and then we just stopped at logic

34:43

emotion scarcity urgency those are the

34:46

kind of the spectrums we were hitting so

34:49

it was really fun my gosh anytime you

34:51

can sell tickets and have fun doing it

34:53

and get the whole the cool thing is just

34:55

remember it’s your culture standpoint I

34:57

mean people are the ones who invent new

35:01

marketing and she bring it out and it

35:04

was like like Jim Edwards Texas think

35:06

that was awesome so I think we the top

35:08

of our game right now and everything we

35:09

do is like unique and innovative and

35:10

people seem like whoa they usually dice

35:13

doing this you see traffic inversion

35:14

like no this was discounted tickets lose

35:16

this can we increase the value of

35:18

discounted price so that’s the

35:19

difference our first event that I did I

35:21

think costs us maybe half a million

35:22

dollars if that to where now you know

35:26

just the food bill is half a million

35:28

dollars enjoy the cuz it’s it’s not

35:31

cheap I am Clint Adams I am the director

35:34

of accounting and finance officially on

35:37

the org chart though my title changes

35:39

depending on what I need to and who I’m

35:41

talking to

35:43

but we went from registering 600 people

35:46

my first year to all 4,000 or more this

35:49

last year and we’ve gone from

35:51

essentially a half a million dollars to

35:53

over 2 million as we’ve grown the event

35:55

we’ve probably quadrupled our costs

35:57

mostly the hotel so San Diego was

36:01

selected before I came into the role but

36:03

I know that there was a lot of internet

36:05

marketers down in San Diego and it’s an

36:07

easy flight for us the location was

36:09

perfect it was a beautiful hotel right

36:11

on the marina there and the hotel size

36:17

was perfect like we just took over

36:19

pretty much the whole hotel in event

36:21

space and it was a fun first event to

36:23

put on

36:30

then we went to Dallas and Dallas was a

36:34

location we wanted to try just because

36:35

it is kind of like in the middle a

36:37

little bit more and the space to fit

36:39

2500 people too and we have dinners that

36:42

we did on-site and so we just needed to

36:44

make sure we were able to take over

36:46

plenty of that hotel and then from

36:48

Dallas we went to Orlando and the reason

36:50

why we went to Orlando is cuz we were

36:52

growing quite a bit bigger our concern

36:54

was we were gonna have to go to a

36:55

convention center and that’s not the

36:57

look I love like when I do an event I

36:59

want everyone to feel they’re somewhere

37:01

special if I went to a convention center

37:03

I’m putting him another two hundred

37:04

thousand dollars into an event that

37:06

needs to be made pretty when you get it

37:08

right off the bat at the hotel typically

37:14

our hotels maybe a little over a million

37:15

dollars we went from being the small

37:18

town

37:18

event trying to find people to please

37:20

help us throw this event to now we have

37:22

the audio/video crew they went from you

37:24

know 50 60 to now they’re several

37:27

hundred thousand dollars we’ve got

37:29

probably 4045 guys in here right now

37:33

on and off throughout the day we’ve got

37:34

about a thousand feet of truss close to

37:36

200 moving lights about 80 non-moving

37:39

static lights sixty five foot wide by

37:43

18-foot tall video wall a concert PA

37:45

coverage is gonna be a hell of a show

37:47

man

37:49

[Music]

37:50

that’s gonna help create an environment

37:52

right it’s gonna create an environment

37:54

for all the attendees who are coming

37:55

here to learn and pick up knowledge over

37:57

the next few days it’ll be good I mean

38:00

listen it creates and it creates an

38:01

atmosphere it creates an energy

38:03

I’m sure you could disseminate a message

38:05

with just screens and projectors or over

38:07

the cases but you’re trying to create a

38:09

movement I mean how you can do it with a

38:11

webinar if that’s if you wanted to go

38:12

basic enough right but you’re trying to

38:14

create a movement get 4,000 people

38:16

motivated behind one one concept and

38:18

that’s what you’re gonna be able to do

38:19

with this room so I mean a lot of moving

38:23

parts in here it’s gone amazing every

38:29

dollar hotel right he’s got things you

38:35

have a home in Rio it’s a hotel does the

38:41

trust in the motor so everything else we

38:43

truck down today there were like six

38:45

53-foot trailers out of the pocket what

38:48

is happening just for context purposes

38:51

our very first event I don’t think we

38:53

had any rigging at all I think it was

38:56

like we didn’t there was no rigging we

38:59

had the definitely wasn’t two sets of

39:00

screen we had you know school board

39:02

behind the city does our son had a

39:03

Ferrari and bigger but hopefully it

39:08

still feels super into make is

39:09

everything it’s like seven and a half

39:12

times what we had the first time huge

39:27

we would’ve been able to scale to a

39:30

4,000 person or more event without sage

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