Jack Born, The 2 Secrets To Profitable Funnels

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00:00
welcome to funnel hacker radio podcast
00:03
where we go behind the scenes and
00:05
uncover the tactics and strategies top
00:07
entrepreneurs are using to make more
00:09
sales dominate their markets and how you
00:12
can get those same results here is your
00:14
host dave woodward hey everybody this is
00:18
dave woodward welcome to funnel hacker
00:20
radio I am so excited today because you
00:22
have the opportunity of hearing from
00:23
Jack born Jack welcome great to be here
00:27
Dave jack is the owner and developer of
00:30
deadline funnel calm and is a genius
00:33
when it comes to software engineering
00:35
automation and especially for us as far
00:37
as marketers mark and automation is one
00:39
of the main things we spend a whole
00:40
bunch of our time on I’m so honored and
00:42
excited to have you Jack so thanks again
00:44
for joining us absolutely i’m looking
00:46
forward to it so where do you want to
00:47
start you know what’s just kind of dive
00:49
right in I you know one of these were
00:51
kind of talked about before he started
00:52
the actual recording here and that was
00:53
the importance of urgency and scarcity
00:55
and I know that especially with
00:58
deadlines funnel one of the great things
00:59
is its all time sensitive so let’s kind
01:01
of just dive in and talk about urgency
01:03
and scarcity and how it applies to
01:04
persons funnel sure well okay so let’s
01:07
start here with with all great marketing
01:10
tactics they are rooted in principles of
01:13
psychology and so human beings are just
01:16
wired for for what’s called loss
01:20
aversion and simply put that just means
01:22
that we hate stuff being taken away from
01:24
us in fact I was reminded recently that
01:27
there’s a there’s a very popular website
01:29
called stick STI kk calm and their whole
01:34
model is where you will figure out some
01:37
sort of goal that you’ve just been
01:38
procrastinating on and you put up you
01:41
put up money and say if I in you assign
01:43
a referee and you say if I if I don’t do
01:45
XY and Z if I don’t stop smoking if I
01:47
don’t go to the gym X number of times in
01:49
the next seven days then take the money
01:52
out of my account and give it to this
01:55
charity that or this organization that I
01:57
really don’t like and so there’s this
01:58
penalty so rather than yeah rather than
02:01
going rather than trying to get
02:03
motivated like oh I’m gonna work out
02:05
this year because I want to look better
02:07
and lose weight and all of that is true
02:09
but it’s just never worked for you in
02:11
the past this website flips that all
02:13
around and you put up money that’s going
02:16
to go to a that you don’t like if you
02:20
don’t it so and so everything’s at state
02:22
you’re putting stuff at risk and so how
02:26
does that how does that really filter
02:27
down to the the world of marketing and
02:30
things that we can use there’s a lot of
02:32
different things recently we had black
02:35
friday and we also had cyber monday
02:38
depending on when you’re listening to
02:39
this podcast and anyone who has run any
02:43
sort of promotion or product launch
02:45
where there’s a deadline you know that
02:48
there’s a spike right at the very end
02:51
when you send out that email or ideally
02:54
several emails on the last day saying
02:55
hey just want to make sure you don’t get
02:58
left behind today’s the last day here’s
03:00
your deadline and just here’s a recap of
03:02
what we’re offering and it’s better than
03:03
you would normally get there’s a spike
03:06
and i’ve i’ve coined the phrase the
03:09
perfect persuasion window because i’ve
03:12
seen so many different product launches
03:14
I’ve had I’ve had the honor of working
03:15
shoulder-to-shoulder with some marketing
03:18
giants and also I’ve done my own product
03:19
launches and so I’ve seen it time and
03:21
time again that in the last 12 hours
03:23
before a deadline that’s when you’re
03:26
generating the most revenue per minute
03:28
the most revenue per email open the most
03:30
revenue per visits your website it’s the
03:32
most profitable window of time in that
03:36
campaign and we’ve all seen it it right
03:39
before right before it closes and so
03:41
that’s the the power of deadlines and so
03:44
why does that happen well it happens
03:45
because we all as human beings naturally
03:48
procrastinate there are things that we
03:50
have already kind of decided that we
03:52
want to do or we’re leaning in that
03:53
direction but we just put off actually
03:56
pulling the trigger and with all of the
03:59
marketing messages that your message is
04:01
competing with you have to find a way to
04:03
break through the noise if the if the
04:05
marketing messages look here’s this
04:06
amazing product it’s going to change
04:08
your life save you time make you more
04:10
money but you can buy it at any time
04:13
well you know if I can buy it at any
04:15
time or if if the deal is the same no
04:18
matter when I come back and pull the
04:19
trigger well you know I’ll do that later
04:21
and we tell ourselves this and then we
04:23
always we typically forget so having a
04:26
deadline really
04:27
forces people to make a decision and
04:29
that’s one of the big reasons why
04:30
there’s that surge in sales but the
04:32
other reason is that loss aversion and
04:34
there have been some really interesting
04:36
studies I don’t know if we’ll have time
04:37
to go into many of them but there are
04:40
some really interesting fascinating in
04:42
flat-out strange studies let’s show time
04:45
and time again that as human beings we
04:47
are hard-wired to react differently when
04:50
something is being taken away from us
04:51
even more than seeking some sort of
04:55
positive outcome so you know there’s the
04:57
way that we would like to think of
04:59
ourselves as not procrastinating and
05:01
being goal seeking but in general human
05:05
beings procrastinate and they you put
05:09
more attention towards things that are
05:11
being taken away from us and so that’s
05:12
the power of deadlines and so going back
05:16
several years I was I was facing a
05:19
situation where i was putting together
05:21
one funnel for my own business and also
05:24
one for a guy that I worked with a
05:26
marketing thought leader named Perry
05:28
Marshall and so I was working with with
05:31
Perry and so I was putting together
05:33
these two funnels at the same time
05:35
unrelated to each other and and I and I
05:37
wanted to put in a deadline but these
05:41
were not events I was setting these up
05:42
as evergreen funnel so you could enter
05:44
the funnel at any time just whenever you
05:46
showed up but then we there would be a
05:48
series of emails that would go out and I
05:50
wanted to have a deadline but have it be
05:52
authentic you know I I know that
05:54
everyone’s seen those count you know a
05:56
countdown clock where you leave it open
05:57
and it hits zero but the page doesn’t
05:59
change nothing happens or even worse you
06:02
you know you refresh the tab in it and
06:04
the countdown timer starts over so I
06:06
absolutely did not want to do that I
06:08
wanted it to be authentic but i also
06:10
wanted it to be evergreen and so i
06:12
searched everywhere I looked all over
06:15
the place and certainly there were lots
06:16
of different types of countdown scripts
06:19
and things that you could put on your on
06:20
your pages but nothing that would do it
06:22
and in the way that I wanted it to be
06:24
done not even close i wanted to be
06:26
authentic and wanted it to to track
06:28
someone from page to page and also from
06:31
device device and all sorts of different
06:32
things that just wasn’t available and
06:34
with my programming background i decided
06:38
okay well if i want this thing i’m going
06:39
to have to create it and that was the
06:40
beginning of
06:41
dublin funnel and so what that does is
06:43
that it creates authentic deadlines that
06:46
can be set up so that it’s it’s
06:48
automated so even though you’re
06:50
leveraging marketing automation the
06:51
deadlines themselves are absolutely
06:54
authentic for the people going through
06:56
your funnel that is super super cool I
06:59
think yeah I’m amazed honestly as far as
07:02
I know for myself that’s kind of been
07:05
the idea we’ve done here that click for
07:07
those quite a bit as far as all of our
07:08
webinars even though they may be an
07:10
evergreen webinar they have set
07:12
deadlines and they they have to and
07:14
you’re right we typically even like on a
07:17
webinar we will double our sales on that
07:20
last day no we typically webinars on
07:21
Thursday and whatever we sell on
07:23
Thursday we’re pretty much gonna sell
07:25
that on Sunday too and it’s just it’s
07:27
the craziest thing I’ve ever seen and I
07:29
think I know in my own life that the
07:33
whole idea as far as having those
07:34
deadlines and just living casting them
07:37
and stoneware it cannot change it won’t
07:40
move that’s the only way you get
07:41
anything done it’s kind of like the you
07:42
know proverbial right before vacation
07:44
you get thousand times more done than
07:47
you have before so I love that idea
07:48
that’s awesome yeah absolutely i mean if
07:51
we give ourselves five days to complete
07:53
a project cuz how long it’s going to
07:54
take it’s going to take five days
07:56
because we we start on that fifth day
07:58
and that’s and that’s how we all operate
08:00
as human beings you know the few times
08:03
that we we don’t operate that way are
08:05
really more the exception than the rule
08:08
so i would i would tell anyone listening
08:10
if you have any sort of evergreen sales
08:14
10 which by the way if you’ve just got a
08:15
long-form sales letter or some form of
08:17
some sort of sales page then you also
08:20
have an evergreen funnel people are
08:22
showing up and they’re making a decision
08:23
yes no by don’t buy and so no matter how
08:27
complex no matter how its shaped if
08:29
you’ve got an evergreen funnel and you
08:31
don’t have a deadline built into that
08:33
funnel you are losing out on sales and I
08:36
know this because we we see such a surge
08:40
just like you were talking about Dave
08:41
and during that perfect persuasion
08:43
window as i call it the last 12 hours of
08:46
any sort of event whether it’s a webinar
08:48
or product launch i mean there’s a huge
08:50
spike in sales and so without that
08:51
deadline that spike wouldn’t happen
08:54
and so what if you could replicate that
08:57
on an ongoing daily basis there are
09:00
people who are leaning in your direction
09:01
who need your product and service and
09:03
frankly you owe it to them to to give
09:07
them that nudge to to move over the edge
09:10
and pull the trigger and get your
09:12
product or your service in their hands
09:14
but without the deadline they’re just
09:17
not going to do it and the other reason
09:19
why I know it is because so many of our
09:21
clients whether their marketing thought
09:22
leaders who give us a video testimonial
09:25
or if it’s just clients emailing us in
09:29
and telling us you know wow you’ve
09:32
completely doubled the conversions and
09:34
now I can invest more in facebook
09:35
traffic now I can you know I’m making
09:37
more money and I can span I can pay
09:39
affiliates more whatever the case may be
09:41
but increasing conversion is so so
09:45
powerful as as you know and so in
09:47
putting deadlines into your marketing is
09:49
absolutely critical so if you’re not
09:51
using deadlines then you absolutely 0 it
09:54
to yourself to give it a try because I
09:56
know for a fact it’s going to increase
09:59
increase your conversions the thing is
10:01
is that you really have to do it right
10:03
you know when I when we first started
10:05
Dublin funnel at the time the other were
10:08
mobile devices you know we did we didn’t
10:10
build this back in the 90s it was it was
10:12
much more recent than that but there has
10:16
been just even the past several years
10:17
there’s been a dramatic increase in the
10:21
number of people who are reading emails
10:22
on mobile devices and so even so in the
10:26
last three to four years I mean that the
10:28
growth has been really astronomical so
10:30
now the numbers are such that over fifty
10:33
percent of our emails anyone’s emails
10:36
are being read on on mobile devices now
10:39
if you think about that unpack that for
10:41
a second what that means is that if
10:43
you’re it for each person goes into your
10:45
funnel if you’ve got let’s just pick a
10:47
number five emails that are going out
10:49
from the beginning to the end not all of
10:52
them are being read on the desktop and
10:55
not all of them are being read on mobile
10:57
what’s happening is that say three of
11:00
them are being read on a mobile device
11:02
and the other two are being read on the
11:03
desktop or laptop so
11:05
each person is coming through there’s a
11:07
high probability that they’re reading
11:08
some of your emails on one device and
11:10
some of them while they’re out on the go
11:12
and the reason why that’s a problem is
11:16
or a challenge i should say is because
11:18
if you’re going to set up an evergreen
11:19
funnel with a deadline and you’re going
11:22
to make it authentic and by the way you
11:24
absolutely should make it authentic and
11:26
I’ll get into that in just a sec but if
11:28
you’re going to make that authentic the
11:30
real technological challenges well how
11:32
are you going to track that person who
11:33
let’s say they enter your funnel maybe
11:37
it’s a webinar registration or an opt-in
11:38
for a lead magnet on their desktop and
11:41
if four days later they’re reading the
11:44
last email the series where you’re
11:45
saying hey today is the last day but
11:47
this time they’re on their iPhone and
11:50
they’re away from their home office and
11:52
they’re there in the coffee shop and now
11:53
they realize oh yeah I need to buy this
11:55
thing so they click the link in your
11:57
email well if you haven’t set things up
12:00
correctly what’s going to happen is
12:01
they’re going to click the link in the
12:02
email with that says hey Bob today’s the
12:04
last day so you need to order now
12:05
they’re going to click that link and go
12:07
to your page and your countdown time
12:09
around the page is going to show several
12:11
days left not just a few just a matter
12:14
of hours so tracking someone from device
12:17
a device across different networks is a
12:20
technological challenge that we had to
12:22
figure out in order to be able to
12:24
deliver our promise of authentic
12:27
evergreen deadlines personalize each
12:29
person as they’re going through your
12:30
funnel so that’s really really important
12:33
and just to finish off that thought and
12:35
to come back to why it’s so important to
12:38
to be authentic and to make good on your
12:42
promises is that I truly believe that if
12:46
you’re going to be in business for any
12:49
length of time you’re not going to be
12:50
able to do it on just one product you’re
12:52
going to need a follow-up product and a
12:54
follow-up product beyond that and so
12:56
that second sale the third sale the
12:58
fourth sale etc each one of those sales
13:00
is either going to be easier or it’s
13:03
going to be more challenging and it’s
13:04
going to be easier or more challenging
13:06
based on the reputation that you’ve
13:08
built with that client and that’s built
13:11
on many different things but one of them
13:12
is the way in which you’ve you’ve sold
13:14
to them and so if you’ve if you’ve made
13:16
promises that you haven’t
13:18
held up or set things that people
13:21
realize aren’t true then not only is
13:24
that just being a bad human being but it
13:27
also is going to have a negative impact
13:28
on your sales going forward it’s going
13:30
to make it harder to sell to your
13:32
existing clients when in fact it should
13:34
be easier and so that’s why it’s still
13:37
important for you to strengthen your
13:39
bond with your clients by if by number
13:41
one yes you should use dublin’s because
13:43
if you don’t there’s going to be people
13:44
walking around who should have had your
13:46
product who needed your product but
13:48
didn’t buy it because they just put off
13:49
the decision you didn’t you didn’t use
13:51
everything in your in your arsenal to
13:53
get them to take that action but once I
13:56
make that purchase decision you really
13:59
want to set it up so that the second
14:00
third fourth purchase decisions they’re
14:02
going to make with you down the road is
14:03
going to be easier not harder no I
14:06
appreciate that I think one thing you
14:08
were just make mention of is the
14:09
importance of deadlines and the fact
14:11
that you actually owe it to to your
14:15
users if you’ve got that great of a
14:16
product everything else and they
14:18
actually need it their life you need to
14:20
make sure that you get it out to them
14:21
and you’re right the importance of
14:23
deadlines least from my perspective is
14:26
if you believe is strongly in your what
14:28
you’re offering there’s no reason for
14:30
you not to and I think I love the idea
14:33
as far as really having this a deadline
14:35
in there and you use making mention as
14:37
far as making sure that was a real
14:39
deadline so let’s kind of talked about
14:41
that as far as what do you mean by how
14:43
do you actually make it a real deadline
14:44
especially when you have an evergreen
14:45
product okay so so there’s there’s a
14:49
couple things I want to give some
14:50
examples so that folks can can implement
14:52
the concept of deadlines and they’re in
14:55
their marketing and also loss aversion
14:57
their marketing with without necessarily
14:58
just buying our software I’m so one
15:02
example would be to use use marketing
15:06
events or structuring your marketing so
15:10
that it naturally lends itself to having
15:13
either a finite number of of units that
15:15
can be sold like legitimate I’ll get to
15:17
an example or a finite amount of time or
15:20
both now you don’t you don’t necessarily
15:23
have to have how do I want to say this
15:27
let me just give an example so if you’re
15:29
doing a live event
15:31
so with any live event no matter whether
15:33
it’s a small intimate event that you
15:36
charge a lot of money for or a huge
15:38
event any sort of event is going to have
15:41
some number of seats where that you
15:43
can’t add one extra person in the room
15:46
you’ve got a certain number of seats and
15:48
that’s all that you can feel once
15:49
they’re sold their sold and everyone
15:50
understands that everyone also
15:52
understands that for an event there’s a
15:53
specific time that the event kicks off
15:56
and ends and so especially a physical
15:59
event where people are flying there
16:01
they’ve got the hotel room and they’re
16:02
showing up now that’s not not everyone
16:05
can can pull that off or not everyone is
16:07
in a position to pull that off takes a
16:08
lot of energy excuse me yeah so yeah so
16:11
yeah so a simpler version of that would
16:15
be to do to do a webinar I mean at least
16:17
it with a webinar there’s a there’s a
16:19
specific time you’re either on the
16:20
webinar you’re not on the webinar now
16:21
I’m talking about a live a live webinar
16:24
so there’s lots of different ways that
16:25
you can engineer engineer both scarcity
16:30
and emergency into into what you’re
16:32
doing another quick example would be if
16:34
you’re selling physical products so it
16:37
could be a free book giveaway or it
16:40
really could be anything any sort of
16:41
physical product that you are sending in
16:42
the mail but especially books with books
16:45
it’s very common to get a discount by
16:48
buying a certain number in advance and
16:50
so if you were to do that you could buy
16:52
a certain number in advance take a
16:54
picture and say look here’s the 500
16:55
bucks that we purchased in advance and
16:58
yeah we’re going to order another 500
16:59
but I want to get rid of this 500 so
17:01
here’s a special deal and so you’re
17:03
explaining why you’re giving a special
17:05
deal why there’s there’s 500 you’re not
17:07
saying you’ll never like what 500 and
17:10
I’m done you’re saying look I pre
17:13
ordered 500 to get this deal and so
17:15
that’s why there’s there’s 500 spots
17:18
available for this special promotion I
17:20
want to make it through this this run as
17:22
quickly as possible so so that’s another
17:25
way that you could do it so look for
17:26
ways that you can set things up in your
17:28
marketing so that there’s either a
17:29
finite number or a finite amount of time
17:32
you know we rate idea I’ve got one of
17:35
our clients and inner circle members
17:39
actually Keeler and Brannon pool and
17:40
they they run a company called lady boss
17:42
which is a fitness company
17:44
and they do a ton of basically swag
17:48
clothing and material but they literally
17:50
only by a certain number of sizes and
17:51
that run ends and you can’t buy that
17:54
product ever again and I’ve been amazed
17:56
to see literally I mean they can have
17:58
you know 25 30 58 $50,000 week all of a
18:01
sudden because everyone knows that and
18:03
when the scrubbers goddamn is yeah and
18:06
it’s congruent I mean they it’s really
18:08
authentic there’s no way you could ever
18:09
get it again and so it’s a Z each time
18:11
they do it they make more and more
18:13
because of the authenticity of their
18:14
motion yeah and and so for someone who
18:17
says well okay live event that’s great
18:20
but not going to do it um physical
18:21
product that’s great but not going to do
18:23
it another way that you could do it is
18:25
if you’re selling your time look we all
18:27
have the same amount of waking hours in
18:29
the day or at least same number of hours
18:31
you know how many hours you spend awake
18:32
is your choice but oh you know we have
18:35
that we have a finite number of hours in
18:37
the day and so if you’re selling say
18:38
coaching services as an example you can
18:42
definitely quantify it down and just say
18:44
look I can only take six clients and and
18:47
I’m not going to take 7 i’m not going to
18:49
take 12 i’m only going to take 6 and
18:51
here’s why and so that’s another way for
18:53
that anyone can do some sort of high
18:56
ticket sale and have have a limit on it
18:58
but i think you know i wanted to give
19:00
some answers that had nothing to do with
19:02
you know hey give sign up for our
19:04
software but i think your question was
19:06
really about how do you do this in an
19:08
evergreen manner and so what our clients
19:11
are able to do a lot of our clients not
19:13
all but a lot of our clients are course
19:16
sellers they sell on how to courses
19:19
online and all sorts of different
19:20
markets in niches again not all but a
19:23
significant number so what they’ll do is
19:26
they will typically launch their their
19:29
course and they’re assuming that there’s
19:32
a good market product to market match
19:35
they’ll have a great week and but the
19:38
den sales die off and they think well
19:40
what am I going to do so a few months
19:42
later they launched it again after a
19:43
while they get tired of the of the ups
19:46
and downs of the of a launch model
19:48
though the revenue roller coaster I
19:50
sometimes call it the high highs and low
19:52
lows Oh usually so they want to smooth
19:55
it out and it’s not I never
19:57
want to launch again but what can I do
19:58
in between launches just kind of smooth
20:00
this thing out and the answer is well
20:03
you set up an evergreen funnel but you
20:04
do it right you do it with a deadline as
20:06
we’ve already explained before so as
20:08
people sign up for let’s say a lead
20:10
magnet or a free taste of of the course
20:14
something along those lines or it could
20:15
be a webinar that introduces them to the
20:17
the author in the topic well as they
20:20
enter in that funnel typically they’re
20:22
giving their name and email they’re
20:23
getting on a list at that moment we our
20:26
software will assign them a deadline
20:30
even though even if the person isn’t
20:31
told and usually you don’t tell them
20:33
right away you know hey by the way
20:34
there’s this deadline because upfront
20:36
what you want to do is you want to bond
20:37
with them you want to educate them you
20:39
want to give them an aha moment and you
20:42
want to have them see the world
20:43
differently see their problem and
20:45
challenges differently so that they’re
20:47
really receptive to the offer that
20:48
you’re going to make them so that’ll
20:50
all’s on the front end with no
20:52
discussion of the deadline whatsoever
20:53
but in the last I’d say 48 hours what
20:57
you want to do is you want to say look
20:59
if you have been enjoying what we’ve
21:01
what I’ve shared with you so far and you
21:03
want to go even further that’s why I put
21:05
together this course and let me tell you
21:06
a little bit about it by the way if you
21:08
order before tomorrow at midnight
21:11
pacific standard time then we will give
21:14
you this extra interview that we did and
21:16
we’ll knock twenty-five percent off the
21:18
price now i’m just making this up on the
21:20
spot you don’t you know you can use
21:22
either just bonuses or bonus plus
21:24
discount however you want to do it but
21:26
the point is that there’s a special deal
21:28
in a timeline a deadline to do it and so
21:31
what happens is if they if they pull the
21:33
trigger I mean when they click the link
21:35
they go to a page you can or you can do
21:38
choose a show or not show the countdown
21:40
on the page say the page is built and
21:43
click funnels and and then they click
21:46
through to to purchase that’s great you
21:48
got a new client for someone who doesn’t
21:50
then if they procrastinate they were out
21:53
of town or they just whatever they
21:54
decided not to but then they click the
21:56
link later what will happen is that
21:58
they’ll go to a page that you decide
22:01
which could be hey sorry you missed it
22:04
sign up sign up to get on the relaunch
22:07
notification list or commonly what what
22:10
our clients will do is send them to a
22:12
page that says hey here’s the here’s a
22:14
full price page and so they see that
22:17
it’s absolutely authentic now I was
22:19
talking with James Franco recently
22:22
marketing thought leader lives in
22:24
Australia and he has he’s actually
22:27
taking Dublin funnel and he’s
22:28
daisy-chained essentially three months
22:32
of open clothes for his membership so he
22:37
has a period where he’s sending out
22:39
emails that developed rapport bonding
22:42
and in education and then he says hey
22:45
tomorrow we’re going to open up our
22:47
membership he opens it up and then it
22:49
closes down this is all automated and
22:50
then if someone doesn’t take him up on
22:53
that they realize oh wow he really meant
22:56
it I really can’t get in now and so then
22:58
they’re they’re back in the holding pen
23:01
for say twenty five days and are getting
23:03
emails and then hey guess what we’re
23:06
going to be reopening it again and so he
23:08
says it after sending people through
23:10
three or four of those using deadline
23:13
funnel he has 3 X 2 sales so so that
23:17
yeah so that’s an example of of how you
23:20
can use hiking’s dublin fellow because
23:21
you know the other we talked about being
23:24
authentic the other thing that can
23:25
happen and we see it all the time we
23:27
hear about it and i just gave you an
23:29
example but when someone sees that oh
23:32
dave told me that there was a deadline
23:35
and i missed it you know Oh bleep you
23:37
know and so the next time that you sent
23:39
out a promotion saying you know hey
23:41
here’s this special deal there is a
23:43
deadline and want to make sure that you
23:45
didn’t miss it by the way here’s a
23:46
screenshot of someone that was upset
23:48
that they miss the last that line so
23:50
please don’t don’t let this be you go
23:51
ahead and pull the trigger because
23:53
tonight’s the deadline people are your
23:55
your audience especially the people who
23:58
missed out the first time are going to
24:00
know that you mean it and so that’s
24:02
going to make it all the more easier for
24:04
you to to sell and so there’s this demon
24:06
team I’m sorry to rocky right there yeah
24:09
we literally had this exact same thing
24:11
happened two days ago for us and hopeful
24:14
that was we had a huge push on our we’ve
24:18
got a big puddle hacking live event
24:19
coming up in in February and we were
24:22
really trying to make we
24:24
I don’t know if you’ve done me real live
24:26
events but they’re such a pain as far
24:27
selling these things out and we just
24:29
were super worried about trying to sell
24:31
these things out and everything else and
24:32
we push pretty hard through november and
24:36
had honestly planned on increasing the
24:38
prices today and so we put out a big
24:42
push on Black Friday and Cyber Monday
24:44
and literally sold everything out on and
24:48
we were shocked I mean we sold the
24:49
entire event out two and a half months
24:50
and early with we always sell out but
24:53
never this early and since we’ve sold
24:55
out we have our Facebook and email has
24:57
its support it’s just gonna blown up
24:59
because people are like wait wait I
25:01
planned on going but I didn’t know that
25:03
you guys really gonna sell this thing
25:05
out and so early and we really don’t
25:07
even have chairs right now ah and so
25:10
it’s got a lot of our are people who are
25:11
dying to come who we can’t even get him
25:13
but looking at possible you know if we
25:15
have to get rid of some of the tables I
25:17
don’t know what we’re gonna do but it’s
25:18
really interesting when when you have a
25:20
set deadlines like that and if that
25:22
solid each year what we see is people
25:25
respond faster and faster to it because
25:27
they know we actually are didn’t sell
25:28
out so I love that idea well and you
25:31
guys are probably already planning on
25:32
doing this but but here’s here’s here’s
25:34
what first for anyone listening who who
25:37
is thinking about what a great position
25:39
is that would be to be in what you guys
25:42
could do is at the at the end of the
25:45
events a look by the way this thing sold
25:47
out in you know in half the time that it
25:51
was supposed to here’s some screenshots
25:53
of how mad people were that they didn’t
25:55
get in did everyone have a great time
25:56
yeah you know okay well here’s the deal
25:59
if you order today then you’re already
26:01
locked in for next year and then it’s
26:03
like you’ll you’ll sell out faster and
26:05
faster every single year and you could
26:08
probably even go to the folks that were
26:12
shut out of this event if you guys can’t
26:14
find more room you can say look go ahead
26:17
and put your deposit down for next year
26:18
and you know if if you can’t go for
26:21
whatever reason will will refund your
26:23
money and give your spot to someone else
26:24
so I mean there’s a whole bunch of
26:26
different things you can do but when you
26:27
sell out that quickly you’re in a great
26:30
position for your next campaign because
26:32
you can say look even before we open the
26:35
doors I want to warn you
26:36
we sold out in three days and we were
26:40
planning on having the promotion going
26:41
for 10 days and and so do not delay this
26:44
this thing is going to go fast so you
26:47
know be ready at nine a.m. tomorrow etc
26:49
so yeah there’s a lot that you can do
26:52
and when things sell out quickly I love
26:54
that I I think what you just said is
26:56
real critic i hope people pick up on
26:57
that and that is you can actually
26:59
presale the urgency and so once you’ve
27:02
already had one event that has sold out
27:04
use that to make sure that people
27:06
understand listen this thing opens
27:07
tomorrow at 9am and even though we may
27:10
have it open for two or three four days
27:11
whatever it might be chances are it
27:13
won’t even last that long so I love that
27:15
idea that’s really cool right absolutely
27:18
and what what I’ve seen is in situations
27:21
like like you guys have which is anytime
27:24
you have an a live event you you you
27:27
have both scarcity and urgency the
27:29
urgency being the dumb land scarcity
27:31
being a finite number of seats in this
27:33
case when you have both of those
27:35
elements sales get really really fast
27:38
you know we did something similar with
27:40
our black friday deal where we had a
27:42
really aggressive annual offer and I
27:46
said we’re only going to limit it to 25
27:48
now why because I chose I mean that’s so
27:52
you don’t don’t necessarily know but
27:54
that’s okay it’s okay to say it’s it’s
27:57
wrong to say because you know we you
27:59
know we’ll be over capacity at you know
28:01
at more than 25 because the Internet’s
28:03
run out of ones and zeros but but if you
28:07
just say look we’re limiting this to 25
28:10
just because then then that’s that’s
28:13
perfectly fine and actually it wasn’t
28:15
just because I mean one of the part of
28:17
part of the aggressive offer that we
28:19
made involved a lot of our my teens time
28:22
and so there was extra attention and
28:25
onboarding calls and etc that you got
28:28
for this annual deal and so there was a
28:31
way to explain look there’s only so much
28:33
of my teens time to go around but it’s
28:36
okay in some sort of digital scenario to
28:39
just say look I’m doing this Black
28:40
Friday promotion or this christmas
28:42
promotion end of your promotion and i’m
28:44
just going to limit this to 50 just
28:46
because that’s that’s that’s how i want
28:48
to set it up so
28:50
hurt you know hurry up when you’ve got
28:53
both a limited number of spots and and a
28:57
deadline things go really really really
28:59
fast so that those are that’s a really
29:01
ideal situation oh that’s awesome well
29:04
Jack I know we were running short on
29:06
time for you and I wanted to kind of
29:08
just dive in as we kind of wrap things
29:09
up here it’s and make sure anything
29:11
specifically you want to make mention up
29:13
before we close things up I just really
29:16
want to emphasize the the idea that for
29:19
anyone who’s got first of all you should
29:21
have an evergreen funnel everyone should
29:23
have one you should not just have a
29:25
launch based business because although
29:27
launches are amazing you’ve got that
29:28
revenue roller coaster up and down you
29:30
need stuff in between and so you need an
29:32
evergreen funnel and if you’ve got an
29:34
evergreen funnel without a deadline
29:35
there’s all sorts of people walking
29:38
around who thought about buying but
29:40
never pulled the trigger and that’s a
29:41
shame for them and it’s a shame for you
29:43
so add a deadline to your evergreen
29:45
funnels but do it right do it in a way
29:48
that doesn’t make it look bad for the
29:49
rest of us it also makes it easier for
29:52
you to make your 2nd 3rd 4th 5th sale
29:54
with these clients because no one can
29:56
survive long-term with just one product
29:58
you’ve got to have second sales and
30:00
third sales and so make it easier on
30:03
yourself make it easier on us and and
30:05
that would that would those are my
30:07
closing thoughts yeah that’s where I
30:10
would leave yeah well I know you talked
30:11
about that beforehand as far as people
30:13
want to get access to you what’s the
30:14
easiest way I’ve been doing that well I
30:17
would recommend they go to Dublin funnel
30:19
calm we’ve got a special deal set up for
30:23
all the cliq funnel of clickfunnels
30:25
listeners you can go to Dublin funnel
30:27
calm forward slash special and just type
30:31
in the word click funnels you can do it
30:34
all lower case that would be the best
30:36
all lowercase one word click funnels and
30:38
will take you to a special deal for you
30:41
to try out Dublin funnel you no no no
30:44
risk whatsoever so good at Dublin funnel
30:46
calm ford / special use the keyword the
30:49
promo code click funnels low it I can
30:52
tell you guys urgency and scarcity are
30:54
the two secret ingredients to the
30:56
success in your business if you’re not
30:58
using those you absolutely must and Jack
31:02
I can’t thank you enough you’ve been
31:03
expert in this industry for years and
31:05
years especially on urgency and scarcity
31:07
I really enjoyed having the time to get
31:09
to know you a little bit better and
31:10
again thanks so much for taking the side
31:11
of it this was fun to have really
31:13
appreciate it thanks for listening to
31:15
funnel hacker radio podcast if you’d
31:16
like to be notified anytime we release a
31:18
new episode just subscribe over at auto
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31:23
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can find that free gift at final hacker
31:27
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31:32
last thing is we love giving away cars
31:34
so if you like access to a free dream
31:36
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31:38
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31:41
and you’ll get all the details thanks
31:43
again for listening

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