How Decreasing Conversion Can Increase Sales - Project "Mother Funnel"

Marketing Secrets - Podcast Video (Russell Brunson - FunnelHackerTV)

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YouTube Transcript: English (auto-generated)

00:00
what’s up everybody this is russell
00:01
brunson welcome to the marketing secrets
00:03
podcast if you watch this here on
00:05
youtube I encourage you to like
00:06
subscribe and comment read all comments
00:09
and we are gonna chairs to do some
00:13
really cool stuff so the big question is
00:16
this power on viewers like us who didn’t
00:19
cheat and take on venture capital we’re
00:21
spending money from our own pockets how
00:24
do we mark it 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
00:34
we’ll give you the answers my name is
00:37
Russell Brunson
00:38
and welcome to marketing secrets alright
00:45
ready so I want to talk today about
00:46
internal project we have called project
00:48
mother funnel and I’m really excited
00:50
about it and I think I’ve told you guys
00:52
a little couple little secrets about it
00:54
but today Brandon pullin from a lady
00:58
boss weight loss asked me like what is
01:00
what is a mother funnel tell me about it
01:03
I want to know and so I started telling
01:04
him I was geeking out and I’m like
01:05
alright I’m gonna do podcast list today
01:06
cuz there’s some cool strategy behind it
01:08
and what we’re doing now I want to
01:10
preface this strategy may not be perfect
01:12
for all of you guys or at least not all
01:14
of you yet but long-term it’s something
01:16
that is really really cool so we as you
01:21
know launched click funnels and simmias
01:23
for my store before it took us five
01:24
funnels before excuse me six the sixth
01:26
funnel is gonna finally took off and and
01:30
then we took off it was awesome and it’s
01:31
grown and it’s been nuts it’s been
01:33
literally Christmas every day since well
01:36
no oh my girl a there’s a couple
01:37
Halloween’s in there but for most part
01:39
Christmas every single day but it’s been
01:42
awesome and
01:44
was interesting those when we first
01:45
launched click forms like our goal was
01:46
like conversion conversion like how do
01:48
we as many people in as possible and
01:50
that was always the thing was really at
01:52
the free trial we have like high
01:53
converting landing pages and like you
01:56
know all that kind of stuff and it’s
01:57
been really really good not talking down
01:58
against any of that but it’s interesting
02:01
as we’ve grown I remember when we first
02:03
launched and clickfunnels Todd told us
02:04
he’s like based on how many people were
02:06
adding he today he said as soon as we
02:08
get to the point where out 60,000
02:10
subscribers he’s like we won’t be able
02:11
to go anymore because based on our chair
02:13
numbers like I don’t know the chair
02:15
numbers they like let’s say 10% of
02:16
people turn each month at 60,000 members
02:20
that’s 6,000 people a month at our
02:22
journey
02:23
it’s a guiding 6,000 people in future
02:24
needing like whatever anyway whatever
02:26
the numbers were at about 60,000 members
02:28
that’s when we stopped growing we’re
02:29
just it flatlines and I didn’t make any
02:32
logical sense to me until we got 55,000
02:35
customers and then it started even
02:36
slower than 56 took way long than 57
02:38
took way longer and we’ve been sitting
02:40
out with 57 for last couple weeks and
02:42
Ike we were getting close to 50 a but
02:43
it’s like everything slowing down to a
02:44
screeching halt and I’m like Todd noter
02:47
Damas Todd was right once again how’s he
02:49
know everything all the time drives me
02:51
crazy don’t tell him I told you that but
02:52
he seems to always be right and he’s
02:54
right again and so on on our side on my
02:56
okay what do we got to do so obviously
02:58
we’re doing a lot of things we’re fixing
02:59
cleaning up on board and cleaning up the
03:01
user experience UI some cool UI still
03:03
coming out you guys the next couple
03:05
months which is so exciting but all my
03:07
sites that have any skills to do
03:09
anything other than like the sales
03:10
funnel so I might okay how do we do the
03:12
sales phone change it out because
03:14
interesting is we had this thought of
03:16
like the problem is like we’re have
03:18
conversions so high that everybody can
03:20
come in and sign up which is good as
03:22
we’re growing but now it’s what we’re
03:23
like actually hurts us because some
03:25
people coming in and all that kind of
03:26
stuff so like how do we flip this around
03:28
malla same time with some testing we
03:30
felt we were looking at are all our
03:31
different fronted offers different books
03:32
and things like that and I did a podcast
03:34
on this I believe but there’s a huge a
03:37
huge difference in what products simply
03:40
purchase immediately before they join
03:42
clickfunnels and and then their their
03:45
stick rated sure their churn rate like
03:46
there’s a direct correlation so if they
03:48
buy this product first they’re gonna be
03:51
there and say wait longer versus this
03:52
product I mean less so I was like holy
03:53
cow this whole pre framing pre suasion
03:55
thing that we
03:56
talking about is actually true like it’s
03:59
it’s a legitimate thing the preframe
04:01
somebody enters your world and we’ll
04:03
have a hundred century with how long
04:04
they stick what they do how they buy how
04:05
they send everything
04:06
it’s like gang so we need to focus more
04:08
on on on architecting the pre-frame
04:12
right and so that’s what project mother
04:14
funnel came about and it’s something
04:15
that this is not new it was called
04:18
project super funnel last year and we
04:19
just didn’t have the team the people in
04:21
place to do it and after surveillance
04:23
agency finding out the point we’re like
04:24
we have the team now we’ve got the
04:25
copywriters the designers the
04:26
programmers like the developers like all
04:29
the people we need to actually make
04:29
project mother funnel become my in fact
04:32
one of them my camera who was it was one
04:34
that coined it like it’s like a mother
04:36
funnel I’m like that’s the new name so
04:38
it’s literally called project mother
04:39
funnel in our Trello board anyway so
04:41
this is kind of the the gist of how it
04:45
works the goals are to think number one
04:46
is to actually decrease conversions to
04:50
weed out the people that are most likely
04:52
gonna churn anyway and then - after we
04:55
weed out those people than to
04:57
significantly affect the pre-frame that
05:00
somebody goes through before they sign
05:02
up for the trial there’s the concept
05:03
right
05:04
how we doing that so when somebody comes
05:05
you’ll see this live in my next 16 30 to
05:09
60 days now sixty the live events in
05:11
like 28 days that’ll be hopefully if we
05:14
get done really soon in that maybe we go
05:15
off live after the event anyway becomes
05:17
a landing page and on the landing page
05:19
they’ll be video and then it basically
05:20
asks you at which one of these markets
05:23
you know we’ve we’ve kind of broken
05:24
clickfunnels down into ten segments now
05:26
and so some of those self-select like oh
05:27
well i’m an agency or oh i’m in this i’m
05:29
in this no they’ll select like the type
05:31
of businesses they’re in and after then
05:33
we’ll redirect them we’ll get them to
05:35
opt in it will take them to a sales page
05:36
that’s specifically written for that
05:38
market okay this is the pre frame we’re
05:41
trying to adjust and and affect the pre
05:43
frame so they’ll go through to see this
05:45
pre frame of this page that’ll show them
05:47
how click forms works for them number
05:49
one cancellation reason we have outside
05:50
of it’s too expensive is which by the
05:53
way it’s not about excuse so I don’t
05:55
believe it they’re number one valid
05:57
excuse people have what a cancel is
05:58
because they can’t figure out how it
05:59
actually works for their business or
06:01
their industry or whatever and so this
06:02
page will identify which one these ten
06:05
markets you and then it specifically
06:06
sells you on that’s like oh cool
06:08
your
06:09
in retail let me show you how funnels
06:11
work for retail it sells them
06:12
specifically where they are so it should
06:15
be a frame that’s gonna increase their
06:17
their their stick rate because they come
06:19
through this frame it helps matter said
06:21
how click on was actually for their
06:22
business and then they sent for the
06:24
trial
06:24
so we lengthen the process decrease
06:27
initial conversion pushed out a lot of
06:29
those who would just turn out anyway and
06:31
those who we who are gonna churn now
06:33
know who they are and we increase the
06:34
likelihood to stick because of the pre
06:36
frame we took them through and and then
06:39
after they they they either sign up the
06:41
trial they don’t then they get three
06:43
emails afterwards each email has a case
06:45
study if somebody in their industry I
06:46
showing how it works for them
06:47
specifically and it pushes them back to
06:49
their specific sales letter so it’s
06:51
three of those in a row and then and
06:53
then other testimonial sub s but as a
06:54
whole sequence fall up sequence down
06:56
specific to them and their market their
06:58
situation as well and so that is kind of
07:01
what project mother funnel is and it’s
07:02
exciting and I’m pumped for us so anyway
07:05
you guys will see the fruits of it here
07:06
in a little bit but that’s the concept
07:07
behind it
07:08
and I hope that me explained that helps
07:10
some of the wheel has been again I don’t
07:13
necessarily say let’s decrease
07:14
conversions on our page make it harder
07:16
but sometimes that there’s a point of
07:18
like segmenting the audience weeding out
07:20
the people you don’t want and then
07:21
increasing the the pre frame to make
07:25
that person stick longer and I think
07:26
it’s amazing so there you go it could’ve
07:28
completely flopped though for all I know
07:31
it’s awesome hope you guys loved it if
07:33
you um
07:34
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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.