How To Start A Online Business Tai Lopez and Russell Brunson | Part 2

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YouTube Transcript: English (auto-generated)

00:00

  • Hey, this is Russell again and welcome back

00:02

to part two of my exciting interview

00:03

with Tai Lopez and me.

00:05

And, excited to have you guys here.

00:06

If you have not yet subscribed,

00:07

make sure you’re subscribing so you can get

00:09

the first episode as well as all the future episodes

00:11

coming out of this amazing interview.

00:12

Now, today’s interview was kinda fun.

00:15

Tai was interviewing me and he started asking me about,

00:17

like, how do people launch funnels?

00:19

How does it work?

00:20

And, so, I tell a story here at the very beginning

00:21

that you are gonna love about one of our

00:23

ClickFunnels members, who basically went and said,

00:25

I’m gonna launch a funnel every single week

00:26

until one of these things blows up.

00:27

He launched the first one, the second one,

00:29

the third one, the fourth one, the fifth one,

00:30

and then something amazing happened,

00:32

and I’m gonna let you watch that in the interview.

00:33

Cause I don’t think you’re gonna believe me

00:34

until you see it here.

00:35

I know Tai didn’t believe me.

00:37

And then the very end of this segment, I actually show

00:39

a really cool way where you can build a membership

00:41

site, even if you don’t create a single video,

00:42

a single product, a single anything,

00:44

just by copying and pasting.

00:45

When I shared this, you saw Tai’s mind just go boom!

00:48

He was excited and you’re gonna be excited as well.

00:50

So, with that said, let’s jump into part two of the

00:52

interview and hopefully you love it.

00:54

And, again, if you do like this, subscribe

00:56

and share this with other people.

00:57

And we’ll see you in the interview.

00:59

(explosion)

01:01

  • I wanna throw this at you and get your opinion, cause.

01:03

Number two for me would be the ability to test new concepts.

01:10

  • [Russell] I have such a good story on this.

01:11

  • [Tai] Let’s hear it.

01:12

I’m so excited.

01:13

  • Okay, so one of our members, he’s actually

01:14

right now the person who’s processed

01:15

the most money inside of ClickFunnels.

01:17

I know you guy are gaming, or not gaming,

01:18

working to beat…

01:19

  • Yeah, we’re gonna beat 'em!

01:20

  • You’re gonna beat 'em.

01:21

But the guy right now… - Mentor boss.

01:21

  • He’s got the record.

01:22

His name is Trey Llewellyn.

01:24

And, what Trey did is, he came to ClickFunnels

01:25

and I met him right afterwards and he’s like,

01:26

he was selling t-shirts at the time through,

01:28

I can’t remember, t-shirt sites, and he’s like,

01:30

I’m gonna use ClickFunnels.

01:31

I don’t know what my thing is, but I’m gonna launch

01:33

a funnel every single week until one of 'em works.

01:35

And, he’s like, okay so this first funnel I’m gonna put out

01:36

there, he launches it, and it was just like uhhh.

01:38

Next one, put it out there, launched it and like…

01:40

  • T-shirts?

01:41

  • Initially it was t-shirts, and those were kind of okay.

01:43

And he tried a couple other things, and, some started

01:45

having some marginal success.

01:47

And one thing he tried to sell

01:48

in his past were these flashlights.

01:50

He had literally a huge closet full of flashlights.

01:52

And one week their like, what should we build this week?

01:53

And he’s like, let’s build a flashlight funnel.

01:55

And so he got a flashlight, starting taking pictures

01:57

of them, and his buddy, they were joking,

01:59

and like, we should call these survival flashlights

02:01

because this is, like, the cool new thing.

02:02

So he put, like, survival flashlight,

02:04

and they launched this survival flashlight.

02:05

It was like funnel eight or nine in this thing, right?

02:09

Launches that flashlight funnel, and, in like a two month

02:12

period of time, there’s $20 million

02:13

selling these survival flashlights.

02:14

  • Two months?

02:15

  • Had no idea.

02:16

It’s the biggest funnel I’ve ever seen

02:18

in my entire life. - Wow!

02:19

  • Like, blew up, and just went crazy.

02:21

So, it’s like, but he could’ve, like, for me

02:24

before we had ClickFunnels, it took us on average

02:26

about three months, I had eight full-time

02:28

developers and designers, it takes

02:29

three months to get one funnel live, right?

02:30

  • Yeah.

02:32

  • And, so, we’d do about one every single quarter,

02:34

so four a year.

02:35

And usually one out of four would work.

02:36

So, three out of four were completely fails.

02:37

But, like, one a year we’re hoping for a home run.

02:39

It’ll pay for the rest of the year.

02:40

With Trey, using one a week, like now in our team

02:43

we always, we spend a lot of time thinking about

02:45

the idea, and then we actually sit down to build it.

02:46

We usually can get done within an hour

02:48

to an hour and a half, the whole entire thing.

02:49

  • So, you can go from idea…

02:50

  • We can test things so fast.

02:52

  • So, people watching, cause I feel like

02:53

people get stuck still.

02:54

Like, people are still in the old modality of business,

02:58

which is, think the thing through,

03:00

write an elaborate business plan,

03:01

(laughter)

03:02

raise capital, hire, you know, a team,

03:05

da-de-de-der-dah.

03:06

  • [Russell] Creating words.

03:07

  • Yeah.

03:08

One year later, go broke, have a great story

03:10

about how you went broke, and do this, and,

03:12

by the time you’re 96 years old, you’re wealthy.

03:15

And, what you’re saying is, well,

03:17

you’ve condensed the cycle.

03:18

  • Test the market.

03:19

  • You can have a business up, running,

03:21

fail or succeed, within 24 hours.

03:23

  • So, the way this Trey guy,

03:25

the way he did his test, (laughter)

03:27

I kid you not, this is a real thing.

03:29

He would walk across the street to Walmart,

03:30

he would walk around the aisles.

03:31

He’s like, this looks like it would sell.

03:32

He would take it off the shelf, go back home,

03:34

take a picture, make a funnel, and it didn’t work.

03:36

So, he would walk away.

03:37

But, the ones that did work, then he would go and like

03:39

find someone in China and source, or whatever, all

03:40

of things to get the actual product.

03:42

But he wasn’t spending all sorts of

03:43

time and money ahead of time.

03:44

  • [Tai] Yeah.

03:45

  • He was just, like, going to Walmart,

03:46

finding what looked cool, try to sell it.

03:48

If it sold, if the market’s like, yes,

03:49

I wanna give you money for that,

03:50

then he’s like, okay, I’m gonna actually

03:51

build something behind that.

03:52

If it didn’t, he’s out the 30 bucks

03:53

the thing he bought at Walmart.

03:55

And, you know, an hour of his time.

03:56

So, it’s like, you can get speed

03:58

so much faster going through this process.

04:00

  • He or she who experiments the most, wins.

04:03

Have you done any paid advertising, and

04:05

what have you learned about that?

04:06

  • Yes.

04:07

So, I’m gonna tell a story that kind of sets this up though,

04:08

but, so, when ClickFunnels launched,

04:10

it started growing really fast.

04:11

And what’s been fun is that we’ve had a whole bunch of

04:13

VCs that have come and tried to give us money.

04:15

And we haven’t taken a penny off them and we don’t want to

04:16

but it’s always fun to, like, let them come talk to you

04:18

and tell you what they think you’re worth, because

04:19

it makes you feel good about yourself, right?

04:21

(laughter)

04:21

  • You go uhn.

04:23

  • So these guys come and talk to us, and so,

04:24

we’re at lunch one day, and one of the VC guys is

04:26

asking all these questions around numbers and

04:27

trying to put them out there, and he asks the question,

04:29

the same question they ask every single time

04:30

on Shark Tank, right?

04:32

Cuban’s always like, "So, what’s the cost

04:33

“to acquire a customer?”

04:34

Right?

04:35

Every single time on Shark Tank.

04:36

And so he asks me that.

04:37

He’s like, “What’s your cost to acquire a customer?”

04:39

And I was like, well, right now we spend about $120

04:40

on Facebook ads to get a free trial.

04:42

And that was, like, oh, he’s getting all excited,

04:44

like, doing the math, like,

04:45

"Okay, so we’ve already checked,

04:46

$50 million you can get this many customers."

04:47

I was like, actually, you know what,

04:48

we turned all the ads off.

04:51

And he’s like, “Why did you turn the ads off?”

04:52

And I was like, well, because I’m paying this

04:54

out of my own pocket, like, this is me bankrolling this,

04:56

like, we’re homegrown.

04:58

And was like, "Well how are you guys growing so fast?

04:59

“I don’t understand.”

05:01

And I said, well, this whole funnel thing that we’re doing,

05:03

we practice what we preach.

05:05

And he’s like, “Well, walk me through the process.”

05:07

So I walked him through, like, for example my book, right?

05:09

This is the funnel that gets people into my world, right?

05:12

So we sell the book - Selling the book, yeah.

05:13

  • So, when I average it out, it costs me about $12

05:15

on Facebook ads to sell one copy of the book.

05:17

And when someone buys the book we have an upsell

05:18

for the audiobook, and then there’s

05:19

a training program behind it.

05:20

  • Do you do the book free?

05:22

  • It’s free, they just cover shipping and handling.

05:23

  • Okay, and then you have a couple upgrades?

05:25

  • Yep.

05:27

And so, on average, we spend $12 to sell a book,

05:27

but I make $32 in the funnel.

05:30

So everyone who buys the book, I net $20

05:32

that goes in my pocket, and I get a customer.

05:34

And I tell that customer, hey, there’s this really cool

05:35

thing, opportunity called ClickFunnels.

05:37

And then they go to ClickFunnels.

05:38

So, I explained to the VC guy, and he’s like,

05:40

“That doesn’t make any sense.”

05:41

I said, yeah, I get paid $20 net

05:43

to introduce someone to my company.

05:45

And I had to explain it three or four times,

05:47

and I remember the fourth time afterwards he said,

05:49

“If that’s true, like, that’ll change business forever.”

05:52

  • Right.

05:54

  • I said, that’s exactly what my whole message is, like,

05:55

these funnels make it so that people like me,

05:57

who don’t have any money, I don’t have to go,

05:59

you know, get some venture capitalist guy to give me

06:01

$10 million, $100 million, to bankroll

06:03

and finance the growth.

06:04

I create a funnel providing value to people,

06:06

it gives me customers, and then I introduce them

06:08

to the thing I’m really selling.

06:10

  • So one of the lessons is,

06:11

create an introductory product.

06:13

Instead of trying to go, it’s kind of like, you meet

06:15

a girl, let’s say you wanna get married,

06:17

I was just watching The Office.

06:18

Andy Bernard is a dude who’s always trying to get married.

06:21

(laughter)

06:23

And he has no game, because he basically goes straight

06:26

for marriage within, same with Michael Scott.

06:28

So, what you’re saying is, go on a date,

06:30

get your customer to go on a date with you.

06:32

So, book.

06:33

What else have you seen do well?

06:34

Flashlights.

06:35

  • Books are a hard sell because

06:36

writing books is tough, right?

06:36

  • Yes.

06:38

  • So, a lot of people are like, well I can’t write a book.

06:39

So, that’s tough.

06:40

An easier one, one of my favorite ones that I’ve done

06:42

for us is, I have a podcast as well, and I just

06:44

took, like, my favorite episodes from the podcast,

06:45

and I put 'em on a USB drive, and I added a couple

06:48

other audios, and I did a free plus shipping

06:49

these USB drives, it’s got all my best

06:52

podcast episodes, plus these three other thingies

06:53

you can’t get anywhere else.

06:56

  • That did as well as that?

06:57

  • It did, yeah.

06:58

In fact, the best one we’ve ever done,

06:59

this is ridiculous.

07:01

So, we have, there’s this one sales script.

07:02

The way I do my webinars there’s a script behind it.

07:05

And it’s like one piece of paper script.

07:07

  • [Tai] Okay.

07:08

  • And there’s a CD that explains the script,

07:09

and that one took me an hour to record the CD,

07:11

and I printed a piece of paper,

07:12

that’s the best one we’ve ever had.

07:13

  • Wait, so…

07:14

  • Ever.

07:15

  • Alright.

07:16

  • Piece of paper.

07:16

(laughter)

07:18

  • It’s filming you holding a piece of paper?

07:19

  • What they’re buying is a piece of paper

07:21

with the CD that explains the paper.

07:23

And that out converted all of my books.

07:25

  • What does the piece of paper say?

07:26

One word?

07:27

  • It said the sales script for how,

07:28

it’s how I structure my webinars.

07:30

  • Oh, and it’s like, kind of a drawing.

07:31

  • Step one, step two,

07:32

step three… - It’s a drawing.

07:33

  • It’s a doodle drawing.

07:35

I doodle all my stuff in the book.

07:35

So it’s a doodle drawing.

07:36

The CD explains it.

07:38

That one out converted any book, anything I’ve done,

07:39

it took me an hour to make the whole thing.

07:41

I did another one that was pretty cool.

07:42

  • Okay.

07:43

  • It was kind of stealth though.

07:44

But this is if you guys are really lazy and you just

07:45

want the easiest way.

07:46

  • Stealth, everybody close your ears,

07:48

I wanna hear this and don’t want you to hear it.

07:49

  • Okay, so I just went to YouTube,

07:50

and you can use any market.

07:52

Let’s say you wanna be in the survival market, right?

07:54

Go to YouTube and find, like,

07:55

the 10 coolest survival videos.

07:57

And then, sell, like, access to a membership site

08:00

that has like the top 10 highest, coolest

08:03

survival videos on YouTube.

08:05

And you can look for them if you want.

08:06

There’s billions of videos, good luck.

08:07

Or, give me a dollar. - Oh, I’ve found 'em for you.

08:09

  • I will give you a membership site that has, embedded,

08:10

the top 10 survival ones in the world, boom that fast.

08:13

  • Cause that’s, you’re basically curating.

08:14

  • Yes.

08:14

  • So that’s cool.

08:16

Those of you listening could just get a compilation

08:19

that you find of good content, put it on your own website,

08:22

like there’s nothing against the law doing that.

08:24

  • [Russel] Yeah, they want you to.

08:25

There’s an embed link on YouTube.

08:26

  • [Tai] Yes.

08:28

  • [Russell] (laughing) They want you to.

08:29

  • [Tai] And they don’t care if you charge.

08:30

  • [Russell] Basically, you need to figure out who, like,

08:32

I’m a big believer in, like, who are your dream customers?

08:33

Like, who do you actually wanna sell something to?

08:34

  • [Tai] I like future, can I use this idea?

08:36

  • [Russell] Yeah, it’s all yours, man.

08:36

  • Okay, deal.

08:37

  • Done.

08:38

  • Bye.

08:39

(laughter)

08:39

I got all I needed

08:40

from this talk. - Roll.

08:42

  • We’re going to shut down, we don’t need you anymore.

08:44

  • But anyway, figure out, like, who’s your dream customer,

08:45

and, like, what videos do they actually want?

08:48

And that way you get, when you’re going to

08:49

Facebook or YouTube and you’re buying ads,

08:51

you get your dream customers to raise their hand, like,

08:52

oh, I want survival videos.

08:53

And if you just happen to sell a survival course or product,

08:56

now your dream customers are coming to you,

08:57

and then you can introduce them to

08:58

your whole product line like that.

09:00

  • Yeah.

09:00

  • So simple.

09:02

  • Sam Walton was doing this with Walmart

09:03

before almost anybody.

09:05

He’s was doing these kind of free trial thingies.

09:07

Now you go to the store, you’ve never eaten

09:09

their kind of corn dog, frozen food.

09:11

They give you a little free one, and then you go, this

09:13

is good, and you’re 10 times more likely to buy.

09:15

So, you give 'em a teeny sample,

09:17

you charge a small amount of money.

09:19

Is that to keep their credit card on file

09:20

so you can one click like Amazon does?

09:23

  • Two reasons.

09:24

One, big one is one click upsells.

09:25

It makes one click upsells really easy in ClickFunnels.

09:27

And then, number two is, I want people that buy stuff.

09:31

  • Yes.

09:32

  • Right?

09:34

Like, I’m a big believer in, like, I’ve noticed this

09:34

in my entire business.

09:36

People who buy stuff buy stuff.

09:37

  • [Tai] Yes.

09:38

  • Right?

09:40

And so, if someone’s not willing to pay five bucks

09:41

to cover shipping and handling on a book,

09:43

they’re never gonna give me 100 bucks a month for software.

09:44

  • Yeah.

09:46

  • And so, I wanna identify, of all the people coming to

09:47

my site, like, who are the people that are actually buyers,

09:49

who are actually legitimately going to play this game.

09:50

  • Yeah.

09:51

  • They pay with a credit card.

09:53

And I was like, okay, I will spend more time and energy

09:54

marketing to this person, I’ll give them a better

09:56

relationship, because they’re proving themselves as buyers.

09:58

  • They call that winnowing the wheat from the chaff.

10:01

So, what you’re basically saying is,

10:02

you have to have a filtration system with your customers.

10:05

And, putting a payment wall, they call that,

10:08

fancy term for a credit card page, differentiates.

10:11

Now you’re just getting people pouring into your

10:13

site that are willing to pay.

10:14

  • Yeah.

10:15

And then they get this in the mail, and for me,

10:17

for my business, they read it, and all the sudden,

10:18

they’re like, they build the relationship with me,

10:20

they understand, like, the movement we’re trying to build,

10:22

they understand, like, oh, this is why I need a funnel.

10:24

And, like, just so many good things, like,

10:26

to educate, indoctrinate people up front,

10:29

and then when you have…

10:30

  • So, it’s 268, well, 259 pages.

10:33

It took you only 10 years.

10:35

(laughter)

10:36

  • Hey everyone, welcome back.

10:37

I hope you enjoyed part two of the interview series.

10:39

I hope you loved it, and got the wheels in your head

10:41

spinning about the possibilities

10:42

of what you can do with funnels.

10:43

With that said, make sure you subscribe now down below,

10:46

because video part three is coming out very, very soon.

10:48

I wanna make sure you don’t miss it.

10:50

So, click on the button down below,

10:52

and I will see you guys on the third part of this interview.

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