Sales Funnel Strategy - 7 Simple Hacks To Get Your Sales Funnel To Convert

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YouTube Transcript: English (auto-generated)

00:00

  • Hey, this is Russell Brunson,

00:02

and I got a really cool tutorial for you.

00:03

I’m gonna walk through seven different

00:04

sales funnel marketing tips.

00:05

I wanted to give these to you guys because

00:06

if you have a funnel and it’s not making you money yet,

00:08

it’s usually not a big thing, it’s usually like

00:09

one of these little, tiny tweaks you gotta make.

00:11

So I’m gonna walk you through seven tips that you can add

00:13

any of these seven to your funnel to make more money,

00:14

have more success.

00:16

With that said, let’s jump into the tutorial right now.

00:17

Now, if you don’t have a sales funnel yet, that’s okay.

00:19

This is gonna be for like,

00:20

“Oh my gosh, I could do this, I could do this.”

00:22

If you do have sales funnel that’s not doing that well,

00:24

these seven tips are gonna be ideas how to tweak 'em

00:26

and change 'em and make 'em even better.

00:28

So I’m gonna jump right into them right now.

00:30

As you guys are hearing this, I want you to vote down below

00:32

what is your favorite tip.

00:33

Number one, you need to add more curiosity

00:36

to your headlines to increase conversions.

00:38

These are some of my friends, Mike and AJ,

00:40

they’re in my inner circle

00:41

and what’s interesting is they came to inner circle,

00:43

and they’re like, "Russell, we have this webinar

00:44

“and it’s sucking.”

00:45

I’m like, “What do you mean?”

00:45

They’re like, "It’s horrible.

00:46

"Right now we’re spending $24,85

00:48

"to get somebody to register for the webinar

00:50

“and only 22% of people actually show up.”

00:52

They’re like, “How do we fix our webinar?”

00:54

And I was like, "I’m not even gonna touch your webinar

00:55

“because I’m just gonna tweak one little thing.”

00:59

I said, "When I read your headline it says,

01:00

"How to Add Six Figures to Your Web Design Business

01:02

"by Copying My Secret Method for Helping Companies

01:04

"Get More Real Five-Star Reviews

01:06

“Without Selling, Spending Lots of Time or Money.”

01:09

I say, "When I read that, I know exactly

01:10

"what your webinar’s about.

01:12

"Your webinar’s gonna show me how to get reviews

01:13

"for local customers,

01:15

"and if I’m like, I think I know how to do that,

01:17

“I’m not gonna show up.”

01:18

I said, "That’s why your ad cost is so expensive,

01:20

“and that’s why your show-up rate’s so low.”

01:22

People are like, "I’ll register, but I think I already know,

01:24

"so I’m not gonna make it that important for me

01:26

“to actually show up.”

01:28

So I said, "All you gotta do is just

01:29

"add more curiosity to your headline.

01:31

“Don’t tell me what it is, tell me what it’s not.”

01:34

The more curiosity I have,

01:35

the more likely I am to actually show up

01:37

and so he changed that and all he did

01:39

to this entire webinar is he just changed the headline.

01:43

So there’s the old landing page, here’s the new one.

01:46

Now the headline says, "How I Added Six Figures

01:48

"to My Web Company by Adding This

01:49

"One Easy to Offer Service That Doesn’t Require

01:52

"Cold Calling, Spending Lots of Time, Money

01:53

"or Require Extra Resources

01:55

"And it’s not Facebook ads, FCO, email marketing,

01:57

"website, social media, graphic design,

01:58

"digital marketing, photography or video.

02:00

“Register now and find out what it is.”

02:02

All he did is just ramped up the curiosity.

02:04

Like, what is it?

02:05

I know what it’s not, but I have no idea

02:06

what it actually is!

02:08

Now the increase in curiosity makes people freak out

02:10

and guess what happened?

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Two amazing things.

02:12

Number one, their ad cost went from,

02:13

here’s the number it was before.

02:14

From 24,85 to $5,84, 'kay?

02:19

The ad cost dropped dramatically down

02:20

and then their show-up rate went from 22%

02:22

to like now over 30% of people like,

02:23

“I gotta find out what it is.”

02:25

Number two, you need to grow your list

02:26

by using a lead magnet.

02:28

So what’s a lead magnet?

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You guys have all seen lead funnels before,

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it’s a funnel if someone comes on your page,

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you’re like, "Hey, I’ll give you

02:34

"this really really cool thing

02:36

“if you give me your email address.”

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And then they give you their email address

02:39

and then you give them the cool thing

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and then from there you push them to the next page

02:42

in your value ladder.

02:43

What’s the next thing?

02:44

Now the very first time I ever learned about lead magnets,

02:46

and I wanna show you guys the story

02:48

because I think it’ll give some of you guys ah-ha,

02:49

it was back almost 15 years ago,

02:52

it was a guy who’s become a friend now,

02:54

his name’s Evan Pagen.

02:55

He owned a company called Double Your Dating.

02:57

And I remember he was one of the very first people ever

02:58

to have a landing page like this,

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we call them squeeze pages,

03:01

and I remember coming to this page

03:02

and I was so confused.

03:04

It says, "You’re About To Learn Secrets

03:06

"That Most Men Will Never Know About Women…

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"Inside you’re gonna learn The Kiss Test

03:09

“and how to tell if she’s ready to be kissed.”

03:10

and a bunch of other things.

03:12

I remember looking at this page and I was like,

03:13

“This is the weirdest thing I’ve ever seen.”

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A lot of you guys, you’ve seen pages like this,

03:17

but 15 years ago I was confused.

03:19

And I remember I was at a marketing seminar,

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some guy said, "Yeah, this page right here,

03:23

“this company has $20 million a year online.”

03:26

And this was their homepage on their site.

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I was like, “What?!”

03:29

That doesn’t make any sense.

03:30

And he said, "Yeah, they drain all the traffic here,

03:31

"they get a list and then they sell the person

03:34

“other products and services on the back end.”

03:36

And I remember I wanted to funnel hack

03:39

and go in, but I’d just gotten married

03:40

to my beautiful wife, Collette,

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and she would’ve strangled me

03:42

if I signed up for a dating list,

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so I called her up, I was like,

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"Colette, I’m doing some marketing research,

03:46

"I need to opt into this thing,

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"are you okay with that?

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"I’ma get emails but I’m not wandering,

03:51

“I’m just trying to figure out the marketing behind it.”

03:53

And she was like, “Okay, no worries.”

03:54

So I went and I subscribed to find out

03:56

what in the world is The Kiss Test

03:58

they’re gonna tell me about.

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So I put my email address in,

04:00

and then it took me to this next page

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and there’s like two or three paragraphs

04:03

that teach The Kiss Test.

04:05

It wasn’t like a 55 minute video

04:07

or a 39 page ebook, it was like two paragraphs.

04:10

Basically said, okay this is The Kiss Test,

04:12

you walk a girl to the door,

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you talking to them, you reach up

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and you touch the tips of her hair.

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If she pulls her head back,

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it means she does not wanna be kissed.

04:21

Don’t kiss her, run away!

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But if she turns her head into you,

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that means she’s into you and she wants you to kiss her.

04:26

And I was like, “Oh my gosh, that’s The Kiss Test.”

04:28

Then after that, lower on the page it says okay,

04:30

if you like that, you should go read my book

04:32

called Double Your Dating, click here.

04:33

And then people will go buy the book.

04:34

Number three, is Build Your Sales Pages

04:37

For Optimal Conversions.

04:39

This is something that I assumed everybody understood

04:41

until I shared it with my team

04:42

and they were all like, “What?!”

04:45

If you look at when we sell anything,

04:47

there’s three phases of selling.

04:49

The first phase is emotion.

04:51

That’s why I tell a story,

04:52

you’re emotionally engaged

04:53

and then majority of people will buy off emotion,

04:55

but some people emotionally sell me

04:57

but then they start logically trying to justify it, right?

04:59

So we start with emotion, then we shift to logic

05:01

and then we move to urgency and scarcity.

05:03

People who are fear-based,

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you just have to push 'em over the edge.

05:06

Look at any sales presentation that I do,

05:08

you always see it.

05:09

So the email sequence I do, I always do this.

05:11

The first emails are very emotional based,

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the second emails are logical based,

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the third emails are urgency and scarcity and fear based.

05:16

Every sales process, every sales funnel

05:18

we take people through, we take them

05:20

through the same journey, from emotion to logic to fear.

05:22

And what a lot of people don’t understand

05:23

is that they do the exact same thing

05:24

on the actual landing page.

05:26

If you go to any of my pages,

05:27

like here’s the DotComSecrets book,

05:29

or the Experts secrets book.

05:30

Any of those books, the landing,

05:31

this page here, the whole top section

05:33

is all focused on emotion.

05:36

The hook is emotional, the video is emotional,

05:38

everything here is emotion.

05:39

That’s my best selling technique is, emotion.

05:41

So the top third of my page is all focused on emotion,

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and for the majority, if you put a heat map

05:47

on this and you watch it,

05:48

90% of people see that and they go and they buy.

05:50

All the emotional buyers are like,

05:51

“I’m in, let’s go do this thing!”

05:53

Okay, but then you have the next group,

05:55

the logical people.

05:56

They’re emotional, like I want this,

05:58

but does it really make sense, is it okay for me

06:00

and they start logically trying to justify everything.

06:03

So what happens is those people need more information

06:05

and start scrolling.

06:06

So then they start scrolling the page

06:08

and they go down a little bit further

06:09

and now we start having this this where we logically,

06:12

the second section is logically

06:14

giving all the logical arguments, okay?

06:15

You’re gonna learn this, you’re gonna learn this,

06:16

you’re gonna learn this.

06:17

Logically understand that

06:18

you’re gonna need this to grow your company.

06:20

We speak to the logic of somebody

06:22

in the second section.

06:23

So my scrollers are my logical buyers,

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so if you watch your heat maps,

06:26

you’ll notice in this section

06:28

people are scrolling, a bunch of people start buying.

06:29

These are your logical buyers who are like,

06:31

"Okay, that was the thing I needed right there

06:33

“to get me to go and buy.”

06:35

Then you scroll even further,

06:37

then I move to the last thing which is urgency and scarcity.

06:40

Some people just have to be pushed over the edge,

06:42

like, they need that last little push.

06:43

The last bottom of the page

06:44

is all focused on urgency and scarcity.

06:45

This is why you need to buy it

06:47

and why you need to buy it right now.

06:49

So whatever your urgency and scarcity limits are.

06:51

Some people it’s like you only have X amount of products,

06:53

some people it’s the timeline,

06:54

I don’t care what it is, you gotta figure out

06:56

a true real urgency and scarcity

06:57

to push people over.

06:59

And that is how we structure sales page.

07:00

Emotion, logic and fear.

07:02

All right, number four.

07:04

Offer and Order Form Bump to Increase Sales.

07:07

This is one of the things that seems so simple now,

07:10

but literally 10 years ago

07:11

when we kind of discovered this,

07:12

changed all of our businesses forever.

07:14

The order form bump, I want to to visualize.

07:17

Imagine you’re at the grocery store, right?

07:19

And you gotta go buy some stuff.

07:20

So you’re at the grocery store

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and you’re buying hotdogs and ketchup and buns

07:23

and chips and you’re getting all that stuff for the big game

07:24

coming up, and then you’re checking out

07:25

at the checkout stand.

07:26

As you walk to the checkout stand,

07:27

you look and you’re like,

07:29

"Oh, National Choir, the World’s Largest Baby,

07:31

“that’s hilarious.”

07:32

And you grab it and you throw everything

07:33

and you’re like, “Oh, Tic-tacs!”

07:34

“My breath stinks, but the orange ones taste really good.”

07:36

So you grab some Tic-tacs and some gum

07:37

and a Snickers bar, and the things you’re grabbing

07:40

as you’re checking out.

07:41

That is your order form bump.

07:43

So somebody comes on the pages

07:44

and they go and buy something,

07:45

they’re buying some stuff and for years

07:46

we would just sell them the product,

07:48

then we have our up sales and down sales,

07:49

but somewhere along the line…

07:51

I saw a page that somebody had it,

07:52

it was a bigger company

07:53

and they had this thing,

07:55

and what happened was right after

07:56

somebody puts in their credit card, this is essential,

07:58

after they put in their credit card,

07:59

but before they click the submit button,

08:00

they get this little block right here

08:01

that I start calling an order form bump.

08:03

The key is after somebody puts in their credit card,

08:05

before they put in the thing,

08:07

you have an offer that’s really quick there

08:08

for $17, $27, $37 and impulse buy.

08:11

If it’s something that needs to be explained

08:12

over 10 paragraphs, it’s not the right thing.

08:13

If you’re selling a book like,

08:15

“Hey, do you want the audiobook?”

08:16

or if you’re selling a training course,

08:17

“Hey, do you want the templates?”

08:19

It’s gotta be impulse buy that you add right there,

08:21

and in most of our funnels,

08:22

the profit that comes from this covers our ad spend.

08:25

It covers the Google ads, the Facebook ads,

08:27

whatever that thing might be,

08:28

and so it’s one of the most powerful

08:30

little ninja stealth things you could add to any funnel

08:33

that literally will cover all your ad costs.

08:34

Now everything else you sell in the funnel

08:36

becomes pure profit.

08:37

It all comes down to this one little block right here,

08:39

the order form bump that happens

08:40

between the credit card number

08:41

and before the submit button, right there

08:43

and it is magic.

08:44

Number five, as we’re creating up sales

08:46

this is one of the biggest problems

08:47

people make when they have up sales.

08:48

Somebody buys your product

08:50

and you have the up sale page, right?

08:51

The biggest mistake most people make

08:53

is the up sale page happens and they say,

08:54

"Thank you for your order,

08:55

“we’ve received your order”

08:57

and they close the loop.

08:58

As soon as you do that,

08:59

your conversions on whatever happens afterwards

09:01

will dramatically decrease,

09:02

and this is based on thousands and thousands of tests.

09:04

The goal on the up sale page

09:05

is you have to keep the buying loop open,

09:07

so if you notice any of my up sale pages,

09:08

never say, “Thank you so much for your order.”

09:10

It always stops and says like,

09:12

"Wait, your order’s not yet complete!

09:13

“Don’t shut this page down!”

09:14

I have to keep the buying loop open.

09:15

Like, "It’s not done yet!

09:16

“we need to customize your order!”

09:18

"Do you wanna add some other cool things to your order

09:19

“before we close this thing down?”

09:20

I do not close the loop, I keep it open

09:22

during the up sale process.

09:23

I’ve had people before who come to us

09:24

for consulting and they have this up sale

09:26

and the only thing we change is from

09:29

“Thank you for your order.”

09:31

It’s like, “Wait, your order’s not yet complete!”

09:32

And it increases conversions dramatically.

09:34

Number six, after someone goes to your funnel

09:36

and land on your Thank You page,

09:37

you can create what we call an offer wall.

09:39

And an offer wall is how you can push people

09:41

into your other value ladders,

09:42

so for example this right here,

09:44

this is the Thank You page for buying one of our products

09:46

and down below it says, "Oh by the way,

09:47

"here’s other cool stuff.

09:49

"You could join our funnel university,

09:50

"you can get the DotComSecrets book,

09:52

"you can get the 108 Split Test book,

09:53

“and all this is free traffic that comes to you.”

09:55

So after someone’s gone through your sales funnel

09:57

and they land on your Thank You page,

09:59

don’t think that they’re done buying.

10:00

What typically happens is for a lot of people,

10:02

especially the hyperactive buyers like, “This was awesome!”

10:04

and they start looking for more stuff to buy.

10:05

And they buy from your competitors and other competitors.

10:07

You lost them.

10:08

So why not just allow them

10:09

to continue with you in the process.

10:11

That’s number six and I’ve got one more.

10:12

You guys ready for the last one?

10:14

What we do is we add a webinar to the Thank You page

10:16

to increase sales.

10:18

So if you look at a bunch of our funnels,

10:19

the very last page is like,

10:20

"Thank you so much for ordering the product,

10:24

"now I wanna start your training right now.

10:26

"The product’s being shipped to you in the mail,

10:28

"you’re gonna get it, we’re gonna start right now,

10:29

“we’ll get into business.”

10:30

And we start teaching right away

10:32

and this Thank You page is the webinar.

10:35

Now, a percentage of people who buy

10:36

one of our free plus shipping books

10:38

start buying out $2000 product we sell at the back as well

10:40

and that is what a Thank You page webinar is.

10:42

All right, I hope you loved those seven different secrets.

10:44

If you like those, please let me know in the comments

10:45

down below and I will give you some more.

10:47

In fact, if you want 99 other marketing secrets

10:49

that will change your business

10:50

and they might change your life,

10:52

I’ve got free PDF, all you’ve gotta do

10:53

is go to marketingsecrets.com/blackbook

10:55

so you can get that PDF and that’ll give you

10:58

even more marketing secrets you can go and implement

10:59

into your funnels.

11:01

With that said, thank you again so much for listening

11:02

and I cannot wait to show you guys the next video.

11:04

If you’re not subscribed yet, go subscribe

11:05

because next video is coming up right now.

Want 6 Months of ClickFunnels™ Full Suite for FREE?! (Massive Discount)

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

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