How To Sell Anything to Anyone With an Irresistible Offer

YouTube ClickFunnels™ - Bonus - Video (Russell Brunson - FunnelHackerTV)

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YouTube Transcript: English (auto-generated)

00:02

  • Hi, welcome back.
    00:04
    So, this is a concept that is one of the least understood
    00:08
    yet one of the most important.
    00:09
    And I’m hoping that I can do this justice
    00:11
    so you understand.
    00:12
    This is a concept that we call, creating an offer.
    00:15
    So, what is an offer?
    00:17
    So an offer is, if you’re asking somebody for
    00:20
    their money, or their email address,
    00:22
    or their phone number or their attention
    00:24
    you’re trading it with them, right?
    00:26
    It comes down to an offer.
    00:27
    And so what is an offer?
    00:30
    An offer is not a product.
    00:32
    For example, when I had my supplement company
    00:35
    I was selling my supplements as an offer
    00:37
    and there were people selling the exact same supplement
    00:39
    for me on Amazon.
    00:41
    We were selling ours for $67 a bottle
    00:43
    and they were selling theirs for $19.95 a bottle.
    00:45
    I was making way more money than them
    00:46
    because I created an offer.
    00:48
    So and offer is it’s taking things and combining
    00:50
    them together, right?
    00:51
    If I’m just selling a supplement bottle,
    00:54
    like it’s only worth whatever that thing is
    00:56
    and then people are gonna price shop
    00:57
    and figure out what’s the cheapest
    00:58
    and they’re gonna go for it.
    01:00
    If someone’s selling a supplement bottle,
    01:01
    I’m selling the same supplement,
    01:03
    but instead of just supplement mine comes with
    01:04
    a weight loss guide, a calorie tracker and whatever.
    01:08
    Now these are things I can bundle together
    01:10
    into an offer.
    01:11
    Now this is worth way more than the other thing over here.
    01:15
    If you look at companies like Groupon
    01:16
    and Living Social.
    01:18
    You know, I’m not a big fan of people
    01:19
    running their businesses into those things
    01:21
    but if you look at them
    01:22
    they’ve become really, really good at creating offers
    01:24
    for local businesses, right?
    01:26
    A lot of local business I saw prior to Groupon
    01:28
    would run ads that were just like,
    01:30
    hey we’ve been in business for 49 years
    01:31
    and we’re family loved and locally owned
    01:33
    and like that was what they were selling on their pages.
    01:37
    That’s not an offer.
    01:38
    An offer is like, hey if you come to us we will
    01:40
    give you this thing.
    01:42
    So an offer doesn’t just have to be discounting prices
    01:43
    it can be bundling things together.
    01:45
    Your ability to have success with funnels
    01:46
    and with any kind of business is your ability
    01:48
    to create really good irresistible offers.
    01:50
    What’s an offer that people have to have so bad?
    01:52
    They’re like, oh I have to give this person my
    01:54
    email address because I need that thing, right?
    01:56
    What’s the offer that you have?
    01:58
    If we talked about before the value ladder, right?
    02:00
    We’re taking people through the steps of
    02:01
    the value ladder.
    02:02
    So I’m trying to give value to people but with that
    02:04
    the way that I get that value is I create an offer for them.
    02:07
    In fact the offer actually starts clear back on the ad.
    02:09
    The ad is not gonna say, hey we’ve been family owned
    02:13
    and operated for 49 years, click here to find out more.
    02:15
    That’s a horrible offer.
    02:16
    That’s the worst offer ever.
    02:18
    But if it’s like, hey are you struggling with whatever?
    02:21
    This kind of pain or whatever?
    02:22
    If so find out how we can get rid of your pain
    02:24
    in the next three weeks.
    02:25
    Boom, that’s an offer.
    02:26
    So they’re like, what does that say?
    02:28
    Click on the page and they come to the next step
    02:29
    in the funnel, the very first page they land on.
    02:31
    And then I’m making them this offer, right?
    02:32
    Like, hey so you wanna figure out how to get out of pain
    02:34
    I wrote a report.
    02:36
    It’s a six page report, it’s gonna walk you through
    02:37
    exactly the fastest way to get out of pain.
    02:38
    If you give me your email address
    02:39
    I will trade you this thing.
    02:41
    I just made them an offer.
    02:43
    Every single one of these steps in your funnel from the ad
    02:45
    to the landing page, to the upsells, the down sells
    02:47
    to the registration.
    02:49
    Like everything you’re doing at any kind of funnel.
    02:50
    It doesn’t matter which one it is,
    02:51
    it’s all about creating really, really good offers
    02:53
    and that’s how you provide value for people
    02:55
    as you’re moving them through the value ladder.
    02:57
    A lot of people they think about offers
    02:59
    from a standpoint of like, this is the product
    03:02
    I’m actually selling but again it’s not just
    03:03
    the selling of the product, it’s like every single step.
    03:06
    The offers on the ad, the offers on the landing page
    03:08
    and the offers are shifting as you’re providing
    03:09
    more value through the value ladder.
    03:12
    Now, one way to do this there’s a concept
    03:14
    that we talked about a lot here in Click Funnels,
    03:16
    our internal communion, we call this funnel hacking
    03:18
    and what funnel hacking is all about is going out there
    03:20
    and seeing what other people are doing.
    03:21
    Getting ideas for other offers
    03:23
    and sometimes you’re looking for offer ideas
    03:25
    from people that are in your same industry.
    03:27
    So say you’re a dentist, say you’re selling
    03:29
    information products or whatever.
    03:31
    You can look, like how are other people creating offers
    03:33
    that are really irresistible, that are sexy offers?
    03:35
    And we’re looking at those type of things
    03:37
    and you can funnel hack other people and say,
    03:38
    okay on the landing page they offered me this
    03:41
    and then on the upsell they offered me this
    03:42
    and just getting ideas of different ways
    03:44
    to structure offers, okay?
    03:46
    Now, if your funnel’s not working there’s usually
    03:49
    a few reasons why one might not work.
    03:51
    One is the traffic might be bad,
    03:53
    but if the traffic’s good and they’re coming
    03:55
    to your funnel, you know one of the biggest things
    03:56
    to look at if it’s not working is like,
    03:58
    okay, nobody’s opting in it’s because your offer sucks.
    04:01
    We talk about this internally.
    04:02
    Look, if your offer sucks
    04:04
    you need to crank it up, make it more sexy.
    04:06
    A lot of times, I may make four, five or six
    04:07
    different offers before I find the one that’s like,
    04:09
    oh that’s the one that people resonate with.
    04:11
    That’s the one they’re excited for.
    04:12
    Now they start coming in.
    04:13
    And you figure out the right offer
    04:14
    everything else takes care of itself.
    04:16
    So that’s what I want you guys kind of thinking through.
    04:18
    Again something that’s kind of counterintuitive
    04:20
    'cause most people in business they’re used to
    04:23
    going to Amazon and seeing here’s the picture
    04:24
    of the bottle and this is the five bullet points
    04:26
    of why it’s awesome and heres how you can get
    04:28
    it super cheap, and we got two day delivery.
    04:30
    Like, that’s not an offer.
    04:31
    I want you guys thinking through that.
    04:33
    Thinking through how you create an offer,
    04:34
    what could the offer be on each of the steps
    04:37
    inside of your funnel.
    04:39
    So this is your homework.
    04:40
    Take the funnel you’ve created
    04:41
    from the Funnel Cookbook walkthrough
    04:42
    and look at all the different pages.
    04:44
    On the last video you kind of look through the value ladder
    04:46
    you say, okay, what’s the value I’m trying
    04:47
    to give them here, here and here?
    04:48
    Then you figure out what’s the offer
    04:50
    that I’m gonna give them at each step in this process.
    04:52
    And the next video we’re gonna go through
    04:54
    is actually gonna talk about what are the words?
    04:56
    We call this copy.
    04:58
    What’s the copy at each of the pages in this process
    05:00
    to actually sell that, to get them excited
    05:02
    about giving you their money
    05:03
    or their email address or whatever that thing might be.
    05:05
    So that’s the next step.
    05:06
    So that’s your assignment for right now
    05:07
    go do that you guys
    05:08
    and we’ll see you on the next training.

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