How Front End Funnels Affect Churn On Your Back End Funnels

Marketing Secrets - Podcast Video (Russell Brunson - FunnelHackerTV)

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YouTube Transcript: English (auto-generated)

00:00
what’s up everybody this russell brunson
00:01
and welcome to the marketing secrets
00:03
podcast so the big question is this
00:07
power on CH Brewers like us who didn’t
00:10
cheat and take on venture capital for
00:12
spending money from our own pockets how
00:14
do we mark it in a way the less Hoss get
00:16
our products and our services and the
00:18
things that we believe in out to the
00:19
world and yet still remain profitable
00:22
that is the question in this podcast
00:25
we’ll give you the answers
00:26
my name is Russell Brunson and welcome
00:29
to marketing secrets alright alright you
00:35
guys so in the office is a rainy day
00:39
which is nice it’s melting all the snow
00:41
which boys had a really calm winner this
00:44
year last year it snowpocalypse where if
00:46
you were watching Instagram snapchat
00:47
back then you saw how we like our kids
00:51
have like 10 days off of school snow
00:52
days we had like raid Walmart for water
00:54
and generators is insanely cool and it
00:57
nothing really happen that was that bad
00:58
but this year to spend my winter for so
01:03
it’s kinda nice anyway I want to share a
01:06
couple cool things because these are
01:07
cool things that are happening that I
01:08
just can’t not share alright so
01:11
hopefully I severed media talked a lot
01:13
about concepts like funnel stack and
01:14
right where it’s like what’s your front
01:16
and funnel the words that lead to the
01:17
second funnel and where does that go
01:18
right and if you look at the big push
01:20
that we’ve done over the last 60 days in
01:23
our company is to really really focus on
01:27
the defined value ladder and killing
01:29
everything else that doesn’t map to it
01:32
right actually shut down to
01:33
multi-million dollar programs because
01:36
they did not fit in the value ladder
01:37
which is kind of insane but nevertheless
01:39
we did it because that is what we’re
01:42
doing is is pure focus on and focus and
01:45
respect for the value out earn right so
01:47
you’ll come in there’s this process and
01:49
so you look at the way that our value
01:51
our is working now there’s one big piece
01:52
I’m revealing phone-hacking live I can’t
01:53
reveal yet oh it’s the key that like
01:57
glues this whole thing together
01:58
it sends people through
02:00
the process so cool it’s so cool I mean
02:04
the whole presentation I feel like you
02:05
might see really shaky J go to fun
02:06
rockin live.com get your tickets for the
02:09
greatest event on planet earth the
02:11
greatest show on earth I’m you call me
02:12
PT Barnum if you want this will
02:14
literally be the greatest show on earth
02:15
anyway but uh if you look at our values
02:18
very defined like fronting offers that
02:20
all lead then to one centralized middle
02:24
offer which then all lead to one
02:25
centralized back end offer and that’s it
02:27
and then my creativity gets to happen on
02:29
a whole bunch of Creighton hunch frontin
02:30
offers and so we were doing some data
02:33
and some analytics and this is the
02:34
coolest thing ever so one of the big
02:37
things were trying to get and
02:38
clickfunnels because of the middle it’s
02:39
like here’s friend offers middle is
02:40
clickfunnels and then top is like hiring
02:44
coaching it used to be in a circle for
02:46
life until we filled that up so now we
02:48
have a new program coming out students
02:49
gonna be kind of are back in coaching
02:51
program anyway so it was cool ways we
02:56
did a bunch of analytics we went through
02:58
and we looked at all of our front-end
02:59
offers so the friend offers thing we got
03:01
probably half a dozen or so right now
03:02
that are active and then based on that
03:04
what was the retention rate of people in
03:08
the second tier of the value ladder
03:10
based on the frame that they came into
03:13
our to our value ladder through which
03:16
was fascinating so fascinating so check
03:18
this out if people with the first thing
03:21
that they bought from us was the hundred
03:23
eight split test book and then from
03:26
there they they said from there they
03:28
sent it into clickfunnels
03:29
our churn rate on on people that that
03:32
was the friend offer that came through
03:33
is less than three percent insanely cool
03:36
right now you shift if you go the
03:38
dot-com secrets book somebody’s a.com
03:41
Seekers book and then creates a
03:42
clickfunnels account the churn rate is
03:44
like 5% so it’s a little bit worse but
03:46
still pretty good then if you go to like
03:50
where the other ones like expert seekers
03:52
has higher the expert seekers is like
03:54
nine percent churn rate perfect webinar
03:58
was like seven or eight a hot camera off
04:00
her head if they just came to click
04:02
phones homepage and watch the viral
04:04
video it’s like almost 30 percent
04:06
so because of this data you’ll see some
04:09
big updates happening to cliff for his
04:10
home page but it’s just interesting that
04:11
like the frame that they enter your
04:13
value ladder in dramatically affects the
04:18
retention rate of them through the rest
04:20
of the value lottery it’s not
04:21
fascinating now obviously there’s
04:23
there’s there’s it’s not a perfect
04:25
science right because somebody who’s
04:27
looking for split testing or who buys
04:30
the split testing offer just about a
04:31
default of what it is it’s probably more
04:33
likely to be further along in their in
04:35
their career I like they’re looking for
04:37
split like it’s not something like a
04:39
brand new beginner or typically looking
04:40
for words expert seekers is definitely
04:42
brand new beginner or the gold digger
04:43
viral videos like so-so beginner so it’s
04:46
like it’s not a perfect science
04:48
obviously because different front ends
04:50
will attract different segments of the
04:51
market different people things like that
04:52
but it was fascinating just to know that
04:54
like what is the bait you’re putting out
04:56
what people does it grab and then how do
04:58
those people actually stick long-term
05:00
it’s fascinating fascinating fascinating
05:02
so anyway it’s made me think a lot more
05:05
about like okay new front and offers
05:07
what’s the bait we’re gonna create and
05:09
then like and really choreographing how
05:12
that’s right we’re a bit choreographing
05:14
the offers to get your dream like the
05:18
best possible customers to raise their
05:20
hand and walk over to you
05:24
anyway it’s it’s huge I don’t have done
05:27
a lot of podcasts on this in the past
05:28
because it was such a big pity for me
05:30
three or five years ago about five years
05:33
ago it was like when we switched our
05:34
beta switch our customers were switched
05:36
everything else and so anyway just
05:39
hopefully that helps you guys so I’m
05:42
thinking through that simplification of
05:44
your value adder making sure that you’ve
05:46
got multiple front ends that lead to one
05:49
middle tier which is typically a webinar
05:51
which then leads to one high ticket
05:52
which is typically like a phone cell or
05:54
something like that
05:56
and if you’re just starting your
05:57
business start with the middle tier at
05:59
the webinar and focus all your effort
06:02
and energy on that until you meet at
06:03
least a million dollars in sales about
06:05
that time your webinar landing page and
06:07
ads and things will start to see ad
06:09
fatigue and that’s when you start
06:10
launching new friend and offers you
06:12
don’t have to go this is a big
06:14
misconception of value out is that you
06:15
have to be front and then from there you
06:16
have to go to a webinar there for me up
06:17
it to set people up and it’s not
06:19
necessarily case in fact if you look at
06:20
the sewing mechanism at each rung of the
06:22
value ladder it is it’s only value
06:24
ladder in and of itself that makes sense
06:26
okay the free plus shipping I’ll have to
06:28
I’ll have a huge value ladder because
06:29
it’s like hey this is really good
06:31
product pay me seven bucks or whatever
06:33
and I’ll give it to you and so like
06:35
because the person because the barrier
06:39
is low the the perceived value is going
06:42
to be a high right on a webinar
06:43
someone’s spending 90 minutes with me on
06:45
a webinar that 90 minutes I’m taking
06:47
them through a value out or I’m giving
06:49
them tons of value in that thing so
06:51
because of that like I can go directly
06:53
to a webinar and have success even if
06:55
it’s a cold prospect because I have that
06:57
that 90 minute window to spend with them
06:59
that’s warming them up that’s ascending
07:00
them up through the value out it right
07:01
save if I get on the phone with somebody
07:03
I can on the phone build a lot of value
07:07
in a shorter period of time so I can you
07:09
can a lot of times it’s harder to go
07:10
directly to I take it sales but you
07:12
definitely can do it we’ve done a lot of
07:14
other people do it and so anyway that’s
07:17
one one kind of like I love dot-com
07:20
seekers book my one thing that people
07:21
always get stuck on is that like the
07:23
here cost value I like cool and they
07:25
come make a comeback you care so here’s
07:26
my value adding like and they’re like 80
07:27
different rungs in this value out or
07:29
it’s just like really complicating
07:30
complex and then they try to create all
07:31
before launch any of them I’m like no
07:33
pick the one that’s gonna be the best to
07:36
begin with I still think of webinar
07:38
funnel is the best for almost every
07:40
business you can think of not every
07:41
business but almost every business
07:42
webinars the best because the the what
07:45
you what you sell it for it and the
07:47
profits are bigger so it’s easier you
07:50
can make more mistakes and still have
07:51
success because you’re spending because
07:53
the what you’re selling is more
07:55
expensive so it’s more forgiving right
07:59
and so like most was start there and
08:02
focus like just do that webinar to me at
08:04
least a million dollars and then back
08:06
down grade to different front ends when
08:08
it starts hitting fatigue and then what
08:10
happens somebody buys the front end and
08:11
then you send them up through on Thank
08:14
You page of your friend and offer you
08:16
have what we call Thank You page
08:17
webinars haven’t taught about this yet
08:18
because we’re testing right now our
08:19
first ones actually going live today but
08:22
I will definitely talk about a funnel
08:23
hockey live so ascends to thank you page
08:25
webinar attends the next rung in the
08:26
value louder and move them through
08:28
Baghdad so anyway so much cool stuff I
08:30
wish we could spend hours and days
08:32
together and we will if I like in life
08:34
so if you’re there please come we’ll
08:35
hang out and we’ll be geeking out on
08:36
stuff together hopefully gives us some
08:38
insight on value outer again it has been
08:41
become our major focus in philosophy in
08:43
a circle meetings and it will continue
08:45
to be throughout this year
08:46
simplification and mastery of the value
08:50
adder that is the goal alright guys love
08:52
you all appreciate you thanks so much
08:53
for everything and we’ll talk to you
08:54
soon bye want more marketing secrets if
08:57
so then go get your copies of my two
08:59
best-selling books book number one is
09:01
called experts secrets and you get a
09:03
free copy at expert seekers calm then
09:05
book number two is called dot-com
09:07
secrets and you get your free copy at
09:09
calm secrets calm inside these two books
09:11
you’ll find my top thirty five secrets
09:13
and we’ve use to become the
09:15
fastest-growing non VC back-sass startup
09:18
company in
09:18
world

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.