One of THE BIGGEST PROBLEMS Marketers Face...and HOW TO work around it

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

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YouTube Transcript: English (auto-generated)

00:00

(modern music plays)

00:03

  • Hey, what’s up!

00:04

  • [Cameraman] (laughs) What’s up.

00:06

  • Here’s what’s happening.

00:07

We’re going inside to get cleaned up,

00:08

and then we’re heading over to the cigar bar,

00:09

then we’re coming back, waking up at 6:30,

00:11

jumping in a plane, going to Joel’s,

00:13

and then doing the podcast thing there,

00:15

then jump back in a plane, and going back to your house

00:15

and then our house

00:18

in 24 hours.

00:20

The goal’s to get everybody here to promote

00:21

“Traffic Secrets” book, hopefully.

00:23

So we got a couple copies right here–John’s got.

00:24

  • [Cameraman] Perfect.

00:25

  • Whoa.

00:25

  • [Cameraman] Perfect.

00:27

  • (stammers and laughs)

00:29

  • [Cameraman] I want it.

00:30

(upbeat horn music)

00:37

  • [Cameraman] So is there video evidence of this…

00:40

  • Of Russell throwing me down and breaking my neck?

00:44

I don’t have it, no.

00:45

And no one will ever see it.

00:46

  • Came to Florida to hang out with Schefren a couple times,

00:48

but we filmed the infomercial here.

00:49

  • [Cameraman] Really? - Yeah!

00:50

  • [Cameraman] What was it?

00:52

  • You haven’t seen the infomercial?

00:53

  • [Cameraman] Which one?

00:53

  • It’s real bad.

00:54

The only infomercial I ever did.

00:55

It was horrible.

00:57

  • [Announcer] Have you ever dreamed of working from home

00:58

but didn’t know how to get started?

01:00

Are you finally ready to be truly taught for the first time

01:03

in your life by a true internet millionaire?

01:07

If you’ve answered yes to any of these questions,

01:10

the next few minutes can literally change your life!

01:15

  • Oh you didn’t see it?

01:15

Yeah, nobody did.

01:16

(laughter)

01:18

There was Schefren.

01:19

He’s one of the OGs in our space

01:20

back when I was first learning this game.

01:22

He recently sold his company to Agora.

01:25

Now him and Agora are working together on a big project

01:27

where they’re doing internet marketing newsletters.

01:29

It’s kinda cool.

01:30

And hopefully we can talk about click phones

01:32

on the newsletters.

01:34

  • What are the three surprises that stood out

01:36

of all the surprises as far as

01:39

things that you just never knew you were gonna ha–

01:41

was gonna be on your plate?

01:43

Are there things like that?

01:44

  • I think the biggest one–it was actually–

01:45

do you remember when we spoke in London?

01:47

A year into ClickFunnels.

01:49

I don’t know if you remember this, but we were flying

01:50

over the ocean, and you know, you have no cell phone access.

01:53

We were flying, and we land in London.

01:54

My wife, my kids are all with me,

01:56

and I get my phone hooked back up to the internet,

01:58

and I have hundreds, maybe thousands, of messages

02:00

coming in from people who loved me when I left

02:03

and were death-threating, wanting to kill me afterwards,

02:05

and I’m like, “What’s happening?”

02:07

and I messaged Todd, who’s my co-founder, and he’s like,

02:08

"ClickFunnels is down, and we can’t figure out

02:10

“what’s happening,” and I was just like, “Oh my gosh.”

02:14

This is a year into it, and I remember he said something

02:16

on the phone: he said, "If we’re able to get

02:17

“the software back up,” and all I heard was the word “if,”

02:19

and I was like, "I’m supposed to be speaking tomorrow

02:22

“at an event talking about–”

02:23

I’m just freaking out.

02:24

And I remember going to the hotel that night with my wife

02:26

and my kids; everyone’s tired, and I kinda put 'em

02:28

in another room, and I was like–

02:29

This is my first time at leadership where I was just like,

02:32

"I don’t know what to do.

02:33

"Do I hide?

02:34

"Do I come out and say something?

02:36

What do I do?"

02:37

And I decided I’m just gonna do a Facebook Live

02:39

to our community, and I’m not gonna be

02:41

trying to hide behind it.

02:42

I’m gonna show 'em how pissed I am and how ups–

02:44

how it’s just not okay.

02:45

And we did a Facebook Live from the hotel room,

02:48

and I just, again, came out and was just like,

02:50

"This was unacceptable.

02:52

It’s not okay what’s happening.

02:54

I’m upset, you should be upset.

02:55

I get it. I apologize.

02:57

We’re trying to figure this out.

02:58

We end up being now about eight hours

03:00

before we got things back up, and I assumed that

03:01

that was the end of the business, people were gonna

03:02

walk away.

03:03

And every morning I get an email with the sales numbers and

03:07

cancellations to kinda see what’s happening,

03:08

and there was literally no dip in cancellations

03:10

during that time.

03:11

And I was like, “Oh my gosh.”

03:13

I realized that people and your customers are on your side

03:16

as long as you’re not trying to hide stuff from them, right?

03:18

The more you come out and like, "This is what’s happening,

03:19

“This is why it’s happening,” I think that was one of

03:21

the big lessons early on that I was just like–

03:24

  • [Interviewer] There’s more than two things

03:26

I greatly admire about you, but these two things I question.

03:30

I wonder how you do it.

03:32

The one thing is, I think you have this magical gift

03:33

to simplify.

03:35

Like if I would’ve wrote “Dot Com Secrets,” it would’ve been

03:37

double the length.

03:38

(laughter)

03:39

and I think you’ve done that in all your presentations too.

03:41

You just have this way of simplifying stuff.

03:42

And then the other thing was is that I also think–

03:45

and you know this story–but you just have mastery of

03:48

creating an offer.

03:50

Best strategy and simplification or offer creation.

03:54

  • Okay, I’ll start with the first question,

03:56

'cause it actually plays back in.

03:58

It is like literally simplification of our sales process.

04:01

Because I’m the creative who likes to create funnels

04:04

which is a pro and a con.

04:06

We have really good funnels; the con is like, we’ve got

04:08

too many funnels.

04:09

And I remember last year, John, who runs our traffic

04:12

sitting here right in front of us, asked him, I was like:

04:13

"In a perfect world, how many funnels per year

04:16

"would you like from me?

04:17

“I can pump out one a week, one a day; let me know.”

04:20

And he looked at me and he’s like, “Two,”

04:22

and I’m like, "Two? A week?

04:23

“Like how often?” and he’s like,

04:24

“No, two this year would be all that we need.”

04:27

And I’m like, “Wait, what?”

04:28

(stammers)

04:30

and it broke me; I’m like, “What do you mean?”

04:31

He’s like, "We can’t optimize all the traffic

04:33

“to 40 different funnels.”

04:34

He’s like, "If you give us two and then you focus–

04:36

"instead of making 40 funnels,

04:38

make 400 adds for each funnel."

04:40

He’s like, "That’ll grow ClickFunnels faster

04:41

than anything else."

04:43

And so for me it was like coming back and looking at our

04:44

palette of offers and stuff and be like,

04:46

“I gotta kill some babies,” because it’s too complex

04:48

for the company, and then my mind shares

04:51

in all these different things, and so we’re literally

04:53

coming and shutting things off to “here’s the focal point,”

04:55

and then my job, instead of making new funnels is:

04:57

“What’s the creative we can make and just put people in.”

05:00

But I think it depends a lot on the business,

05:02

but I think traditionally–it’s funny 'cause we talk a lot

05:05

about a value add, like having a book for release

05:07

to webinar to high ticket–but typically

05:09

in the middle is the best place to start 'cause

05:11

it’s easier to make profit on adds.

05:13

If you’re selling a $1,000 product, it’s way easier than

05:15

if you had a “free plus shipping” product

05:16

when you gotta have this funnel to optimize like crazy

05:18

to get it to break even so you can sell the next thing.

05:21

So I think it’s figuring out what’s the thing that’s gonna

05:23

be the most money up front and focusing on that first.

05:26

  • That helps you scale better because

05:27

you’re bringing in money.

05:29

Before you leave though, let’s catch up for two minutes.

05:32

  • [Russell] It’s interesting 'cause when we all got started

05:34

back in the day, it was really hard.

05:36

There was no–I don’t even remember how we drove traffic

05:38

back in the day.

05:39

There wasn’t Facebook or Instagram.

05:41

And then some of these tools came out and became easier.

05:44

In fact, I just finished my third book called

05:45

“Traffic Secrets” and one of the first chapters is called

05:49

“There’s a Storm Coming,” and I think that the internet

05:52

has been really easy for the last decade, and I think

05:54

it’s gonna get harder.

05:56

We saw, 10-15 years ago, Google with the Google slaps

05:59

and all the things that happened, I think the same things

06:00

are happening on social–I’m seeing some people losing

06:03

their Facebook accounts and things like that.

06:04

So I think it’s definitely getting–a storm’s coming,

06:06

and it’s really the people who understand the fundamentals

06:10

of business are the ones who are gonna stick past it.

06:13

People that know how to run a Facebook ad and sell offer,

06:15

that’s the easy stuff, and that’s in the season we’re in

06:18

right now, but winter’s coming, storms are coming,

06:20

things are changing, and the people who actually

06:22

understand fundamentals are gonna be the ones that

06:24

survive it and thrive throughout it.

06:26

I think there’s gonna be a lot of people who are gonna

06:27

get caught and not understand the strategies

06:29

if they’re not preparing themselves now.

06:51

That’s a good question.

06:52

I think for me, a lot of where–

06:55

I tell people all the time that the best way to see

06:57

what’s actually working is to try to feel the pulse

07:00

of the market like what’s actually happening.

07:01

So for me, for example, I go into Facebook and Instagram

07:04

and I unsubscribed from all of my friends; I subscribe to

07:07

people who I think are doing well, and then I start

07:09

watching what they’re doing.

07:10

I’m not watching what they’re saying, I’m watching

07:11

what they’re doing, what are they posting.

07:13

And then from the things they’re posting,

07:14

what’s getting comments, what’s getting shares,

07:15

what’s not, what’s happening.

07:17

And then I’ll go through the funnel, actually buy

07:19

the product and see how I–I try to notice how I felt.

07:21

So I think for me, it’s a lot of…

07:24

It’s listening differently, trying to feel the pulse

07:26

of the market by really paying attention to what’s happening

07:30

because it’s shifting so much.

07:31

And I don’t think anyone really knows a lot of the times.

07:34

Everyone’s trying a lot of things, and I think

07:36

the biggest thing we can do is be watching, observing,

07:38

and then looking at the patterns and see what’s working

07:40

and then modeling those things, but not copying.

07:44

Modeling 'em as a core idea, but then always

07:46

trying to innovate on it.

07:48

I think one of the biggest problems is most people

07:50

in their market are all copycats.

07:52

So someone comes up with an idea and they see it

07:54

and it’s this pattern interrupt that–all of a sudden

07:56

it’s working 'cause it’s like the pattern interrupt,

07:57

and everyone’s like, “Ah, that thing worked,”

07:59

and then they start copying, copying; soon it’s like

08:01

the pattern interrupt becomes the pattern and

08:02

it stops working.

08:04

Nowadays, it’s like we have to shift creative.

08:06

Every week we have new adds, new things hitting

08:08

'cause they’ll work, they become the pattern interrupt,

08:10

they’re working for a while and then, obviously,

08:12

all my communities see what we’re doing and they’re like–

08:14

they’re copying as fast as we’re pumping stuff out.

08:15

So we’re always–what I do to try to figure it out is

08:18

I look at other industries besides my own,

08:21

like what’s happening in the fitness industry and in the

08:23

this industry, and we’ll look at all over the place and

08:25

try to just get ideas from everywhere, not just from

08:28

our market, 'cause there’s people innovating

08:29

different places.

08:31

I still remember the very first hand sketch video

08:32

that came out.

08:34

It was Mike Geary with The Truth About Abs.

08:35

He did this thing, and I saw that over there

08:37

'cause I was following all the fitness guys, and I saw it

08:38

and I was like, “Oh my gosh!”

08:39

I found the guy who did it, hired him.

08:40

He did the first–our first one.

08:42

We were the first in our market to have a hand-doodled ad

08:43

and it worked so good for so long 'cause no one knew

08:45

who it was, but then probably six months later,

08:47

people found out and they all started doing it

08:49

and then it became the pattern that stopped working.

08:51

Meme videos were the same way.

08:53

We had a bunch of clients in the weight loss space

08:54

who were doing meme videos.

08:56

They were crushing it and nobody was doing it in our world.

08:58

So I go, “Okay, if we start memeing videos”–

08:59

and they were just crushing it like,

09:01

“I hope nobody sees this,” but eventually everyone sees it,

09:03

and then now your whole feed’s full of those.

09:05

So it’s looking for other inspiration outside of just

09:08

your market of like what ideas that we can try and

09:10

we can test, and then you got a window where you can

09:14

become the pattern interrupt 'til it becomes the pattern.

09:17

But that’s the game of marketing.

09:19

It’s always constant innovation, and it’s fun.

09:20

And, I think back in the day, people had to innovate

09:23

once every couple years.

09:25

Now we need to do it a couple times a week,

09:26

so it makes it fun.

09:27

(light modern music)

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:arrow_right: Get Full Unrestricted Access to the Funnel Hacks System

Includes: 6 Week Master Class, Traffic Hacks, Inception Secrets & Email Sequences.