Marketing Secrets - Secret #7: Cool Stuff We Learned During Our "7 Day Launch"

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
welcome to marketing secrets podcast
00:03
they were me talking about the seven day
00:05
long so the big question is this how are
00:09
entrepreneurs like I didn’t cheat and
00:12
take on venture capital we’re spending
00:14
money from our own pocket
00:15
totally marketing away the left I see
00:17
our products and our services and the
00:19
things we believe in out to the world
00:21
and yet still remain profitable that is
00:25
the question in the podcast give me the
00:27
answers
00:28
my name is Russell Brunson and welcome
00:30
your marketing secrets hey everyone this
00:37
is Russell and walking you back to the
00:39
marketing secrets podcast so today I
00:41
will be talking is about this launch
00:44
right here and the reason why I’ve made
00:45
a circle members keep asking me here
00:47
else looking you please show us what
00:48
happen behind the scenes in the sunday
00:50
launch you want the stats numbers of
00:51
details and so I thought I’m going to
00:53
kill two birds with one stone because I
00:55
wanted to talk about us on podcast
00:56
anyway and so this is four major circle
00:58
members and suppose you guys are
00:59
listening to the podcast I hope you love
01:01
it so I’m not gonna go deep into numbers
01:04
I will just tell you that this launch in
01:06
seven days is over a million dollars in
01:07
coaching sales which is exciting and so
01:10
it work
01:11
I initially learned about this concept
01:13
from one of my friends Brendon Bouchard
01:15
if you watched fellow hacker TV the
01:16
behind the scenes show you’ll see some
01:18
of the behind the scenes of us kind of
01:20
going through this he was in Las Vegas
01:22
and I threw out there and in-circle
01:24
episode on fellow hacker TV you see me
01:25
flying to Vegas hang out Brendon kind of
01:28
get his ideas on how he did this so I’m
01:30
not going to go too deep into all the
01:32
strategies is because I know he is
01:33
launching a course later on this year
01:34
and I’m gonna be buying it you should
01:36
all buy at least all by it’s gonna be
01:37
amazing I’m kind of going deep in the
01:39
details and you swipe files and stuff
01:40
like that but if you were watching you
01:42
probably saw it first off and second off
01:43
you probably got the swipe files just by
01:45
getting my email stuff so you guys got
01:48
some feedback or you’ve been funnel
01:49
hacking me and watching I even have a
01:51
chance to kind of see it so basically
01:53
the way it work is we did the book
01:54
launch the first 30 days which is build
01:56
a lot of pressure excitement we made a
01:58
lot of book sales up sell everything
01:59
else and at the end if I want to do
02:01
something cool a couple things I wanted
02:03
to I wanted to figure out like those who
02:05
want to go deeper like how do I offer a
02:07
coaching program to wait it’s not like
02:08
me being like I don’t want to like feel
02:11
like I was selling again because just
02:12
you know it’s like after a while it’s
02:14
like people don’t want being sold that
02:16
say no I wanted to sell a coaching
02:17
program to help people want to go the
02:19
next level with it which is exciting but
02:21
then second off like I wanted to give
02:23
and serve and so when Brandon kind of
02:25
told this idea like I love it so
02:26
basically Sunday launch works is those
02:29
who sought basically what happens Monday
02:31
start promoting it and then Tuesday I
02:34
did this long training so if you’re
02:36
watching the video you can see they want
02:39
to basically did an episode from 11:00
02:41
till noon ish camera exactly how it all
02:43
went and module one is like you becoming
02:46
an expert and what’s interesting is like
02:47
the the book promo is all about expert
02:50
secrets right but there’s stuff like so
02:52
you write a book there’s this weird
02:53
finality of like it’s written and it’s
02:55
done and like you can’t edit it or touch
02:56
it again and there’s things like as
02:58
we’re selling I’m like oh and during my
03:00
interviews always seems to keep coming
03:02
up with my stuff I wish I could share
03:03
and there’s pieces like I want to just
03:04
kind of do so what’s cool like this
03:06
gives ability like to not reach the book
03:09
because people have the book but it’s
03:10
like here’s here’s a master class of
03:12
like what’s next like if you read the
03:13
book and you’re like what’s the next
03:14
piece what is it and so this one here
03:16
I’ll but really keep on like you
03:17
becoming an expert finding your voice
03:18
and was just training it was often so we
03:21
did is we emailed and so on expert
03:24
seekers masterclass calm at a time there
03:26
was a video there the embedded live
03:28
video from YouTube who could watch and
03:30
pro that through email that we also said
03:31
Facebook live I think we just closed two
03:34
platforms and so we started to quickly
03:36
record I came on basically as a
03:38
recording a course it’s gonna be awesome
03:40
I’m gonna jump up here start recording
03:41
so I’ll be about a minute and then click
03:43
go and then it was like live and so I
03:45
thought this higher things
03:46
training is awesome then during the
03:48
breaks we had a testimonial videos kind
03:51
of streaming of our coaching program of
03:54
the sad event a funnel a clown event
03:56
things like that suit like just keep
03:58
seeing you know good success stories
03:59
took a break so I can go bathroom and
04:01
reset I came back top number two which
04:03
is like creating areas the ears of still
04:04
offer and that was it for day one and so
04:06
I think there for three hours it was
04:08
awesome when I’ll send I think like 20
04:10
or 30,000 people to watch it between
04:12
YouTube and Facebook and gave tons of
04:15
goodwill it was really it was cool and
04:17
in logical who may been stuck on these
04:20
to pee
04:20
I had a chance to go deeper on that and
04:22
kind of give them everything right so I
04:24
was they number one and then this
04:25
replays up for 24 hours then it
04:27
disappeared so people had a chance to
04:29
watch up 24 hours and then some did some
04:30
minute and then it disappeared the day 2
04:32
started they - I went into the big
04:34
Domino and went really deep helping
04:36
people understand that and I had a break
04:37
again and then when did that that at
04:39
that late session actually did a webinar
04:41
now it’s a little different from Brandon
04:44
when he did his basically the end of the
04:45
day twos when he like push people to
04:48
video sales letters which sold like a
04:51
product we answered a webinar now one of
04:53
the big things that was kind of
04:54
interesting is like when we created this
04:56
offer you know part of the string is
05:00
really cool and it’s desirable a lot
05:01
people are going to watch it live and
05:02
you pull down any states people actually
05:03
want the the content the training so at
05:06
the end of this I’m not selling this as
05:08
a course because it’d be hard to sell -
05:10
but oh I missed part I should have
05:11
watched about all those kind of things
05:12
so instead it was like if you join the
05:15
coaching program you get all this this
05:17
course for free and and notice I didn’t
05:20
say the recordings of this product cause
05:21
like recording seems really really cheap
05:24
getting this course the expert seekers
05:25
masterclass the perceived value is way
05:27
higher so is the course not the
05:28
recordings if you watch the videos back
05:31
I tried to say that I think a couple
05:32
times I messed up a separate recordings
05:34
I was trying to like get a perfect right
05:35
so that was that was here and it’s cool
05:37
didn’t happen and some cells start
05:39
coming into the coaching program because
05:41
of the webinar they watch me do webinar
05:42
but then I was actually selling coach
05:45
program on webinar now what’s happening
05:46
sue that’s done it’s funny because its
05:49
first time I’ve ever done this webinar
05:49
we created the 94 it was like perfect
05:52
with our hack styles was like what
05:54
headline three secrets a board with like
05:55
the things I pitched to offers which is
05:58
usually a wrong thing to do it it was in
06:00
this case two we had a two thousand or
06:02
fifteen thousand it was complicated we
06:04
get to the stack and night so sales did
06:06
okay but I was kind of honestly like
06:09
when the camera shut off I was sitting
06:11
there I kind of depressed like dang but
06:12
that did not feel right they did didn’t
06:16
convert right I mean some people bought
06:17
but it wasn’t it wasn’t right and I was
06:19
just like dang it I was frustrating that
06:21
night I was like kind of stressing out
06:22
about it and realizing that so then you
06:25
made some tweaks and changes and cooling
06:27
his a3
06:28
I came back I actually broke down the
06:30
campaign so I showed him and I went
06:31
through the the web
06:32
again and we’ll cool out this second
06:34
webinar and second training is because I
06:37
was like going through I did and what
06:39
worked what didn’t work I knew kind of
06:40
what can work the first time side it’s
06:42
really cooperating to go and weave in
06:43
different clothes the different stacks
06:45
different things to to close the deals
06:47
from the day before and I’m going to
06:48
talk about why I think this is so key
06:50
here psychics I think I figured out
06:51
something amazing but after that session
06:55
cells start coming in like crazy like
06:58
the second webinar where I broke down I
07:00
did here but then use that as hopefully
07:02
has watched that not you missed it but I
07:04
was weaving in all these clothes
07:05
throughout it was kind of a cool thing
07:07
in it but I was just breaking down what
07:09
we were actually doing and then breaks
07:11
and the end if I did a virtual book
07:13
store which is just kind of a bonus
07:15
training how we got traffic and then
07:16
that was it and so then that one ended
07:19
cells coming in better than a before so
07:21
like hey I was able to take some of
07:22
things that I had done wrong back here
07:24
which was good but it still there’s
07:27
something wrong with the price like
07:28
there’s something is still wasn’t quite
07:30
big and so I’ve sinned there stood I was
07:31
kind of I don’t know you guys like when
07:32
you nail it like a lot energy afterwards
07:34
when I don’t like I can still like this
07:36
lack of energy and gotten in afterwards
07:37
I was like like it was good that I still
07:40
felt like this like lack of energy and I
07:43
felt this weirdness around like the
07:44
pricing strategy and if you look the
07:47
pricing was basically it was two
07:48
thousand dollars to do the online
07:50
version or 15 thousand to online plus
07:52
come to Boise plus you fill your funnel
07:53
bunch other really cool things and it’s
07:55
just like it was kind of calm there’s
07:57
complexity in it and and so we were
08:02
talking about when we will open a
08:03
payment plan I hate payment plans and
08:05
all sorts stuff and then then I had this
08:07
idea is like wait a minute what if
08:09
instead of a payment plan what if and so
08:11
this is a pricing strategy that the
08:14
terminus campaign from like at the end
08:17
of day to probably $150,000 itself to
08:20
two days later at over a million dollars
08:21
in sales what was the difference it was
08:22
that like this this was the piece that
08:24
was like key I was pricing so we shifted
08:26
this if he has watched it I came out and
08:29
said hey locky blasting from payment
08:30
plan unfortunately don’t have a payment
08:31
plan but I do decided to turn this
08:33
coaching program into a $300 a month
08:35
once you can go here 207 dollars a month
08:37
or you get lifetime access for two
08:38
thousand dollars or you can upgrade to
08:40
the fifteen thousand come too
08:41
all the other stuff as well and so
08:43
what’s interesting is like I know
08:45
something is my team or nervously oh no
08:46
if it goes 200 months or 300 ollars a
08:48
month you know everyone can take that
08:50
it’s going to draw in or whatever what’s
08:51
interesting is it
08:52
we had people take that but what it did
08:54
is call most like a decoy offer where it
08:57
made everybody buy the two thousand
08:59
dollar offer so crazy tons of you out
09:02
tonight
09:02
suddenly two thousand dollars seem cheap
09:04
versus three hundred dollars a month and
09:07
it was cool for two reasons one is it
09:10
got people to buy that number two it was
09:13
cool because it got huorchi one two or
09:16
three hundred on my coaching program as
09:18
well which is like was one of my goals
09:20
this year so how do I create a $300 a
09:21
month and to be honest Frank earnest was
09:24
$300 one thing Ryan students got all
09:25
three hundred one thing I was like I
09:26
want a three hundred month training
09:27
program so kind of like forces to do
09:29
that but the cool like side effect is it
09:32
created this really cool thing we’re now
09:33
three month or it’s flight time access
09:36
for two grand playing a huge discount
09:37
there was pushed everyone to the two
09:39
grand
09:39
we had nurse all our supplements kind of
09:41
similar the way the pricing was we had
09:43
one bottle three bottles or four bottles
09:44
and way the pricing strategy basically
09:46
had to be a moron to buy one bottle
09:48
where like if you had any brains at all
09:52
you buy this four bottles like it was it
09:53
was like $1 a bottle or is like $40 a
09:56
bottle if you get three like it was
09:57
crazy right so like pushed everybody
09:58
like the pricing pushed everybody so we
10:00
actually wanted them and by doing this
10:01
it did as well it helped me do two goals
10:03
one is they’ll fill out 300 on my
10:05
coaching program number two is push
10:07
people that I actually want to do is
10:08
$2,000 which was really really cool
10:11
and now some funds people going through
10:13
their in the training those who are
10:14
going through it’s it’s super in-depth
10:16
and intense and crazy and amazing and
10:19
it’s getting me excited to watch what
10:21
people are doing so that was some of the
10:23
breakdown
10:23
basically glass three is urgency and
10:25
scarcity enough to push it over the
10:26
million dollar mark and that’s by the
10:28
way no dollars collected a lot of people
10:30
use it as I say this publicly as company
10:33
basically bankrupt like it there’s a
10:35
thing that we inside the industry called
10:36
stomper math and stomper math there’s a
10:39
company called stompernet used to these
10:40
launches like we did 18 million dollars
10:42
it was like not collected it was like if
10:45
all the payment plans go through the
10:46
next five years then we would have made
10:47
18 million or something crazy that like
10:49
I hate that like stomper madness it’s
10:51
like
10:51
ten million dollar launch but in real
10:54
bath that we actually use not common
10:55
core bike real math we collected a
10:58
million dollars and so after we build
11:00
stuff would be a higher so hey I was
11:01
kind of cool
11:02
Arjun Singh scarcity from this point
11:04
forward and it gave me offer was
11:05
basically the thing I wanted to sell
11:06
wrapped in with the recordings of this
11:09
suit another cording I said curse word
11:12
you get the you get this this extra
11:15
stickers masterclass course for free as
11:17
well and so that’s kind of it so those
11:20
who are in the X or those who are in the
11:22
two comical coaching program all the
11:24
recordings of this are the members are
11:25
single by can you can watch them I
11:26
highly recommend least watching these
11:27
first three these first three probably
11:31
from the best presentation life like
11:32
I’ve ever given ever really proud of
11:34
them and it’ll help you implement the
11:36
first three those who are listening on
11:38
it’s the you and expert creators this
11:40
will offer the big Domino like there’s
11:43
something that like that the training
11:44
way work I get those trainings just
11:46
really proud of me that you’re not
11:47
amazing anyway we probably will be
11:50
trying to evergreen this funnel in the
11:52
near future I’m not sure exactly how to
11:54
do it yet but in the future field expert
11:57
seekers masterclass calm and maybe
11:59
they’re the Evergreen version where
12:00
basically walked in and then we have
12:01
24-hour countdowns knees disappeared a
12:03
24 hour I’m figure out that peace out
12:05
yet but we mean we may or may not try to
12:07
do that future but yeah that was kind of
12:09
the breakdown of how the campaign worked
12:11
and it was a lot of fun tons of
12:13
reciprocity tons of goodwill a lot of
12:15
people weren’t able to buy a so that
12:17
tons of stuff from that and what’s been
12:20
interesting is my business as I’m
12:22
watching this is the more that I give
12:23
away it’s it’s as people have success
12:25
with the free stuff in fact Dan Henry’s
12:28
one person said this specifically a
12:29
bunch of people said like silly guy I
12:31
owe you because it made so much money
12:33
from free stuff I’d a dime every join
12:35
your circle as I act like I owe you 25
12:36
grand while you are gave you something
12:38
give it to you so I can like be in your
12:39
circle backs like I owe it to you anyway
12:41
that’s what I want to do I want to give
12:43
people like such good stuff they can run
12:44
with it and have success so much so that
12:46
in the future that like man I need to
12:48
buy it all Russell stuff because I feel
12:49
like I owe it to them so it’s kind of a
12:51
good spot to be a mess I’m trying to
12:52
focus more on that’s kind of the whole
12:54
thing worked it was it was really fun
12:57
and enjoyable and
12:59
the big keys big key take away someone
13:02
is just giving and building this huge
13:04
law reciprocity streaming live streaming
13:07
as usual icing to YouTube and a Facebook
13:09
it all said that it was like
13:10
quarter-million people had seen parts of
13:11
this training even more than that anyway
13:13
it was amazing having an offer a really
13:18
good offer with the really pricey
13:19
strategy behind it when Brendan comes up
13:21
this course later this year I mean I
13:23
hope we will probably use this process
13:25
to watch it but watch what he how he
13:28
structures his offers like I think
13:30
that’s the key of it like what he does
13:32
he’ll do this whole training they like
13:33
hey experts Academy my my thousand
13:36
dollar course I’ll give you 50% discount
13:38
see 500 hours specially this for free
13:40
they it’s all about creating an
13:41
irresistible like amazing offer right
13:43
and it took took us a couple tries while
13:46
this thing was happening tweaking our
13:47
offer before it got right that’s
13:49
something why you understand is that
13:50
like we’re tweaking offers in the like
13:54
as they’re happening in the middle it’s
13:55
my god it’s not working not converting
13:57
change it tweet this big and so like if
13:59
your things not converting I change the
14:02
offer don’t like didn’t work like if you
14:04
were seen in the behind the scenes and
14:05
that they probably tell them some behind
14:06
the scenes of that for behind the scenes
14:08
gonna like a TV show but we’re shifting
14:09
and changing and modifying on the fly
14:11
because like it’s it’s a it’s it’s
14:15
happening in real time and it’s kind of
14:17
crazy and so anyway this was a really
14:19
cool thing to kind of end the launch
14:20
with you know add an extra million
14:22
dollars to the bottom line which was
14:24
cool it helps us figure out the right
14:26
pricing strategy for long term when we
14:27
do evergreen this how to actually sell
14:30
the coaching with the right messaging
14:31
like for see myself through webinar live
14:32
help me figure out what was wrong on my
14:34
webinar hook then having me do a webinar
14:36
I have to recap the whole thing gave me
14:38
another deep ability to face the things
14:40
know what to do when I make this thing
14:42
an auto webinar to sell it the coaching
14:43
program in the future oh this is a cool
14:46
thing I learned is awesome we do a
14:48
webinar
14:49
it may just only works in my market I’m
14:50
not sure or I could business market like
14:53
doing a webinar and then the next day
14:55
showing them what you did that the
14:58
second webinar made more money first
15:00
so one cool thing I’m going to start
15:01
doing is a think so my webinars is
15:05
something registers like hey if you
15:07
watch to the end what I’m going to do is
15:09
eyelash send an email with a break
15:11
I’m going to show you behind the scenes
15:12
what i’ma show you the webinar funnel
15:14
what we did I let you funnel hack what I
15:15
just did
15:15
I’ll give the sheriff funnels the emails
15:17
they like you have to watch the webinar
15:18
to be able to get access to that it
15:20
should force people to consume the
15:22
webinar which will include crease cells
15:23
and things like that so that was a
15:25
really cool thing doing a double webinar
15:26
we did those back in the day
15:28
eight or nine years ago used to double
15:29
things like that we do want and them one
15:31
right after I forgot about it and it was
15:33
I think there’s I think there’s a
15:34
correlation here of doing a double
15:36
webinar and cycle webinars like showing
15:37
something but I just keeps closing sales
15:40
it’s a different presentation so anyway
15:43
I’ll test with that way you guys know
15:44
what we’ve beaten you out put your
15:46
pricing strategy was big in any way
15:48
there’s so many cool lessons from it so
15:49
he has watched it you experienced it
15:51
they had a kind of chance to get hadn’t
15:53
seams of the numbers in the metrics they
15:55
takeaways in the big AHA is that we
15:56
learned along the way and anyway it was
15:59
a it’s pretty awesome so hopefully I’ll
16:01
see you guys thank you again for
16:02
listening to marketing secrets podcast
16:04
if you are not on iTunes presearch on
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iTunes leave some feedback I will do
16:08
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16:10
it’s not just that I think this is
16:12
absolute 5 or 6 where we’re at right now
16:14
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16:16
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subscribe to our free behind the scenes
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