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YouTube Transcript: English (auto-generated)
- What’s up everybody?
This is Russell Brunson.
Welcome back to my channel.
I’m so excited to have you here
and if you’re a first time visitor, make sure you click
on the subscribe button and turn on that bell
because we got amazing videos coming
talking about traffic and funnels and growth hacking,
and a bunch of cool things
I wanna make sure that you don’t miss.
Now really quick, in this video, I have my brand new book
called Traffic Secrets
and the last section I talk about growth hacking,
what are all the ways you use growth hacking
to grow your companies
and so I’m gonna show you guys in this video
how Dropbox uses growth hacking,
how Facebook uses growth hacking,
how Hotmail uses growth hacking
and then how we took those ideas and we used them to grow
Clickfunnels into the company it is today.
So that’s what’s happening in this video.
It’s gonna be a ton of fun.
We watched that video.
When you come back, I’m gonna share with you
something really cool at the end
so make sure you watch this video and if you like it,
please let me know down below
and I’ll see you guys when it’s over.
This is the title of this next segment.
How Hacking Facebook, Dropbox and Hotmail
Have Earned Us Millions in Free Traffic Secrets, k?
All right so as you guys know,
there’s this whole funnel hacker community.
I am the original, the OG funnel hacker.
What does funnel hacking mean?
Some people would think it means going and selling stuff
and the answer is not that.
Funnel hacking’s all about looking what people are doing
and modeling it, k?
So as we were doing Clickfunnels, I’m looking like how,
'cause I’m not a coder, I’m not a programmer,
I have no ability to actually code and make Clickfunnel.
People always tell me, 'Russell thank you so much
‘for building Clickfunnels.’
I’m like, ‘I don’t know how to build Clickfunnels.’
I have a genius named Todd Dickerson
and a whole development team who build Clickfunnels.
I’m the dancing monkey on stage
who gets to talk about it, right?
And then my job was I gotta figure out
how to sell this thing
and so I’m looking here like how do people sell software?
I’ve never sold software before.
And I’m looking around
and I looked, what does Facebook do, how does Dropbox,
how do Hotmail, what do they do?
Started looking at those things and funnel hacking the ideas
so I’m gonna share with you some of their ideas
and then show you how we actually funnel hacked 'em
to grow Clickfunnels.
You guys wanna see that?
All right, cool.
To lead off this session, we’re talking about
one of my first early friends and mentors
in this whole business, a guy names Mike Filsaime.
This is Mike right here, and back in the day
he had a course called Butterfly Marketing
which is right here
and it was still one of my favorite courses to this day.
I keep telling Mike like,
'You should write a book called Butterfly Marketing
‘and bring these principles back.’
But it’s been almost a decade since they’ve been out there
but Butterfly Marketing was a great product
and some of the, the basic gist of it was he,
in Butterfly Marketing he talked about the butterfly effect,
where some of you guys have heard of this concept before
where a butterfly flaps its wings in San Francisco
which causes a chain reaction of events
that turns into a tsunami
on the other side of the world, right?
Something like that.
So that’s the concept of Butterfly Marketing,
of the butterfly effect and he took that to marketing
so well maybe this is true marketing.
What are the little tweaks we can make on our pages
or our funnels or our upsells
that cause huge increase in profits in our business?
In fact, Mike was one of the originators of the OTO,
the one time offer, all right?
He was the first person to show it to me
like here’s how you do an upsell
and it’s like, ‘Oh my gosh,’
and they adding that little thing in there,
it changed everything for me, right?
So it’s these little tiny butterfly marketing techniques,
so, in fact, all you guys should tag Mike down below
@MikeFilsaime or whatever and be like,
'Mike, write a book called Butterfly Marketing.
‘We all wanna buy it.’
But that was kind of the concept of it,
all these little things you can do
that have a huge dramatic impact in your business over time.
And so a lot of these things that I saw Facebook
and Dropbox and all these companies do
were like these little butterfly effects, okay?
To make something truly viral,
you have to get past a referral point
that Mark Joyner calls the copulation rate
or the rate that your viral marketing grows.
K, this was not planned
but I’m gonna explain how viruses work,
according to my expertise
and since we’re in the middle of the Coronavirus,
we might as well talk about this, right?
K, just kidding.
So what happens, with the virus, k,
let’s say you have a thing right,
and so you have one person that goes into this thing,
so for our intents and purposes it’s the landing page,
right, so here’s the landing page, here’s your headline
and so the ops in, k,
and if for every who comes in here,
on the backside zero people pop out
or I guess you have,
how do I explain this the best way,
the copulation rate is how many people
come back through, right?
So if you have one person come in here
and from there maybe the word of mouth is like,
well that person, one out of ten people tell someone else
then you have a .1 percent copulation rate, all right?
'Cause every person that comes through,
every ten people who come through,
one person will come back through and refer a friend
and they come back in, right?
So that’s not viral growth, right?
'Cause if I send 100 people
means I’ll get 10 growths channel and get one
and eventually it just kind of stagnates and dies, right?
So the copulation rate is really really low.
But if I create something where one person comes in here
and they refer one person, right,
they get something that’s not viral growth,
but it’s growth, right?
If for every one person that joins, one person will come out
and you have this thing just kind of flat lines right,
which is kinda cool.
But viral growth happens when you get one person come in
and you get more than one person come back, right,
so 1.1 or 1.2 or whatever that might be
is copulation rate.
So now you send 100 people into here, right,
and you get 101 people who come back through viral growth
and then 200 and 300, that’s the whole mechanism.
That’s how a virus grows, right?
And so in marketing, the butterfly marketing effect
means that how do you create things
that make it so that for every similar,
everyone who joins your landing page,
how do you get more people who come in?
Everyone joins Clickfunnels,
how do I get more of 'em to come in?
Now to get true copulation rate,
to get more than one percent, more than 100 percent referral
is really really difficult and doesn’t happen very often
but even with that said, it’s what can we do
to get this number from .1 to .5 to .7 to .8
so that, 'cause anything that happens there
is under that viral growth is just free traffic.
So that’s kind of the premise of what we’re gonna be
talking about during this session right here.
K, so to have something go truly viral,
you need each person who comes into your funnel,
into your world, into your product
to refer more than one person.
That’s how you start growing virally, right?
All right, so here’s how Dropbox did it initially.
And you guys have probably heard,
if you follow anything growth hacking strategies,
how Dropbox did it.
Okay, so Dropbox came in.
When a new user would sign up, they’d say,
'Hey, if you tell your friends and your family
'by posting this on Twitter and Facebook
‘we’re gonna give you more storage for free.’
and then people did that and Dropbox grew, right,
'cause everyone’s like,
'Oh cool, we got 10 megs of free storage.
'If I post this on Twitter or Facebook,
‘I get an extra 30 megs or gigs,’ or whatever it was, right
and Dropbox did that and that’s how they went crazy, k?
For a while, they had viral growth.
Every single person who got sent through Dropbox
did bring in three or four more people
and then boom, it became Dropbox, right?
So that was the Dropbox hack that we learned.
I was like, ‘How could I apply that to Clickfunnels?’
and I’ll show you how we did here in a second
but I was like, ‘Yeah, that’s so cool.’
Again, helped Dropbox to grow
to over 500 million members worldwide,
which is a lot of people.
All right, here’s the Facebook hack.
So when we’re joining Facebook, k,
back in the early days
and I don’t know if it still does this
'cause I haven’t joined Facebook in 12 years
but back in the day when you joined Facebook
and you became a new user, it’s like,
'Hey, do you wanna see if your friends are on here?
'Click this button and we’re gonna scrape your address book
‘and see if your friends are on here.’
So we scrape your address book, found all the people
and say, 'Cool, here’s a lot of people in your address book
'who are already part of Facebook.
'Do you want us to contact all the people who aren’t
‘and invite them as well?’
You’re like, ‘Ah sure.’
You click a button, boom,
and it would go and invite all the non-Facebook users
to come to Facebook
and really quickly Facebook exploded
because of using a viral growth hack like this.
Hotmail had a really cool growth hack as well.
You probably heard this one as well.
Hotmail came out and in every single email they sent out,
they added a P.S. line that said 'P.S. I love you.
‘Get your free email at hotmail.com.’
And so what happens is a group of people start using Hotmail
and everyone starts seeing get your free email.
Back in the day, email wasn’t free
and the people were like, ‘Oh that’s cool.’
so they signed up and they signed up
and soon millions and millions and millions of people
are all sending out emails to good friends
or family members, everyone they loved,
all driving people back into Hotmail
and that little butterfly effect, that little hack,
that little growth hack, whatever you wanna call it,
dramatically increased how many people came into Hotmail.
All right, so again I’m looking at that
as the original funnel hack, right?
How do I use these ideas?
How can I use that to grow Clickfunnels?
And obviously I can’t do the exact same thing
but how can I make something similar?
So first one when we looked at Dropbox
and my own Dropbox hack, right?
So Dropbox when someone came in
and they signed up for Dropbox they said
we’ll give you more storage if you refer your friends.
So when we initially launched Clickfunnels,
we did the same thing.
New user coming to Clickfunnels,
we’d give them 20 funnels in their account
and then the first page saying hey if you refer your friends
through Facebook or Twitter whatever,
we’re gonna give you more funnels
so when they referred at least one friend,
we doubled how many funnels they got
and then they had 40 funnels just by doing that.
So when we first launched Clickfunnels,
that’s how we got tons of our initial viral growth
is by modeling Dropbox’s growth hack
by doubling their funnels
when they referred more people into the site,
which is how we got a lot of additional growth initially.
K, the next one’s Clickfunnels plus Facebook’s growth hack.
The next thing we did is, I didn’t have the technology
like Facebook did to go and grab your address book
and spam all your friends.
I wish I did 'cause that’d be amazing but we had to do,
figure out how else can we do something similar
so when we had our first webinar,
people would join, would sign up for the free webinar
and we’d give people a free 14 day trial to Clickfunnels
and after they joined the webinar,
we would say, 'Hey if you refer five friends,
we’re gonna give you one of our products for free.’
And what happens is someone registers for the webinar,
they refer five friends
and they get their free 14 day trial.
Those five friends would come back and they would join,
they refer friends and what happens,
when we were looking at the time,
I think about 20 percent of the traffic
that were coming in to register for every webinar
were not from our ads that we were spending,
they were from the people who signed up for the webinar
referring their friends back into it,
so a 20 percent lift in free traffic
just by adding in a tell a friends script
on the thank you page of our webinar, k?
So again, we use Facebook’s growth hack.
We modeled it, we tweaked it a little bit,
put it into our page, and got 20 percent more visitors
for free to every one of our funnels
that we were driving people to Clickfunnels at the time.
All right, and then, oh yeah, there you go,
20 percent in free signups.
All right and then this is the third and last.
This was my favorite one.
You’ve probably seen this.
We’re looking at Hotmail.
Hotmail had the P.S. I love you.
Get your free hotmail account here, on every email.
We said what if we did that on Clickfunnels
so we created this little badge that’s on every single page
that says built with Clickfunnels
and when you build a page by default in Clickfunnels,
that badge is on there.
And if you’re building it,
and we plug your affiliate ID in there
so you get commissions any time someone clicks on that
and signs up for Clickfunnels.
But we built that in day number one into Clickfunnels
so every page by default had it
and you can turn it off if you want but it’s there
and the results have been amazing.
Over the past five years,
the badge has generated over 10,000 people
have joined Clickfunnels.
That’s $1,000,000 per month in revenue
because of that little badge we put on there
almost as an after thought.
K, that’s $12,000,000 per year right now in revenue
we get because we put that badge on there, k?
These little butterfly effects, these little things,
they cause huge, huge changes in your business.
And so for you, I want you to start thinking about that.
In your businesses, in your funnels,
in everything you’re doing, what are the little hacks,
little butterfly effect things,
little viral things you could add in there
that’ll increase how much traffic you’re getting
and as you’re going through other people’s sign up flow,
watch what they’re doing.
Be a funnel hacker.
Watch, oh that’s how Dropbox did it.
How can I apply that to what I’m doing?
Oh that’s what Facebook did.
How can I apply that to what I’m doing
'cause those little hacks had a dramatic increase
on our company as a whole.
It’s fun because if you start looking at it that way,
literally marketing is like hunting for buried treasure
as you’re going through units,
like you’re looking for this thing,
like where is the pot of gold,
oh that idea, that’s some gold, that’s some gold,
that’s some gold and you’re finding all these things
and it’s really really fun.
All right, I’m hoping if you just watched that video
that you’re geeking out right now
and thinking about all the different ways
you can use growth hacking to grow your company.
Now inside the Traffic Secrets book,
the third section here, at the end,
is all about growth hacking,
different techniques and tricks
and ways that people haven’t even dreamt of
to get traffic in their funnels.
Before there was Facebook and YouTube and Instagram,
when I first got started online,
we had to do other things to grow our traffic
and I share all of those
in section number three of the book here
and that’s one of my favorite parts.
It’s at the end
so you may wanna just skip to the end and read it,
but what we’re doing right now is a very special promotion
where you actually get a free copy
of the Traffic Secrets book right now
and you just gotta go to trafficsecrets.com
or click on the button right here somewhere.
Click on that button and you can go get a free copy.
I already paid for the book,
you just gotta cover shipping and handling.
We’ll send this thing out to you.
It’s the hard bound version.
It’s 300 and 50 something pages
and the whole growth hacking section’s in the back.
You’re gonna love it
but there’s tons of other ways you get traffic.
Over 20 different traffic secrets broken down
in excruciating detail so you can look at 'em,
you can read it, you can model it
and get traffic into your websites and your funnels.
So go do that right now.
Get your copy of the Traffic Secrets book for free
and then after you do that,
click on the link right here to watch the next video
on other cool ways you get traffic into your funnels.
Want 6 Months of ClickFunnels™ Full Suite for FREE?! (Massive Discount)
Includes: 6 Week Master Class, Traffic Hacks, Inception Secrets & Email Sequences.