Secret #39: How We Went From $0 To $100,000,000 Using Growth Hacking And Sales Funnels

Marketing Secrets - Podcast Video (Russell Brunson - FunnelHackerTV)

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YouTube Transcript: English (auto-generated)

00:00
what’s up everybody russell brunson
00:01
welcome to the marketing secrets podcast
00:03
now I still am planning on giving you
00:05
guys a huge recap of the viral video
00:07
Venn bubble soccer everything else
00:09
though went down at the event cuz some
00:11
crazy stuff happened I’m also trying get
00:13
permission from Gary Vee let me share
00:14
some of his presentation with you guys
00:16
here so that’s the game plan if I’m able
00:17
do that you’ll see it soon and you’ll
00:19
see my recap as soon as well but this
00:21
week I’ve got my inner circle here so
00:22
I’m in there locked away so what I
00:25
didn’t want to do is I got the video
00:26
clip from my presentation of the event
00:27
we’re talking about how go how to go
00:29
from zero to 100 million dollars in
00:31
sales how I did that by using sales
00:32
funnels and growth hacking and it was a
00:35
shorter presentation but I think it was
00:37
really really cool I’m sure I talked
00:39
really fast I was also really tired I
00:41
had only slept one hour the night before
00:42
so it doesn’t make any sense that’s kind
00:44
of the context of why but hopefully they
00:46
give you guys some ideas about how to
00:48
scale company you know you hear me talk
00:50
about the dot-com secrets book a lot
00:51
like whoever can spend the most money to
00:54
acquire customer wins and sometimes we
00:56
hear that is kind of depressing it won’t
00:57
have a lot of money so I’m not gonna win
00:58
and that’s how I felt especially when we
01:00
launched click funnels and we’re
01:01
competing against two companies one they
01:03
had like 40 million dollars in funding
01:04
one that over 100 million but how do you
01:06
do that and this presentation shows you
01:08
how we did it so after we do the little
01:10
marketing secret intro here I’m going to
01:12
pick right up with my presentation from
01:13
the event I hope you love it
01:15
thanks so much and we’ll talk to you
01:16
soon
01:17
so the big question is this power
01:20
entrepreneurs like us who didn’t cheat
01:22
and take on venture capital we’re
01:24
spending money from our own pockets
01:26
hudley market in a way the left husky
01:28
our products and our services and the
01:30
things that we believe in out to the
01:32
world and yet still remain profitable
01:34
that is the question in this podcast
01:37
we’ll give you the answers
01:39
my name is Russell Brunson and welcome
01:41
to marketing secrets I put together this
01:48
presentation cuz likes the biggest
01:50
question I get
01:51
especially from from people that are
01:53
building their own companies like how in
01:54
the world have you grown clickfunnels so
01:55
fast
01:56
without having any money any capital any
01:59
outside funding at all and so I put
02:00
again this presentation this morning
02:02
excited one hour sleep last night and
02:04
they got up and I said where’s
02:05
presentation so but kind of walk you
02:07
through what we did and some of the
02:09
mindset shifts that I think they’re
02:10
different that hopefully will help you
02:11
guys as you’re growing and scaling
02:12
everything you guys are doing so 10 of
02:14
my presentation is how we use growth
02:15
hacking and sales funnels to go from 0
02:17
to 100 million dollars in less than
02:18
three years or a week away without
02:20
taking out any outside funding so kind
02:23
of the first thing I want to go over
02:24
really quickly just for those in the
02:26
room who didn’t know what I was talking
02:27
about earlier I’m gonna go over what
02:28
funnel is really quick so what is the
02:29
funnel so if you look at in the next to
02:33
me step back so the reason why I want to
02:34
talk about it is it’s been interesting
02:35
like I’ve been doing this internet
02:37
marketing game for 15 years now so my
02:39
15th year in the business selling all
02:40
sorts of stuff and it’s interesting
02:42
because recently has been a whole bunch
02:45
of books coming out on my growth hacking
02:46
and here’s all these cool new ways to
02:47
growth hack and it’s funny because we
02:49
get the growth hacking books and reading
02:50
it’s like that’s all the internet
02:51
marketing stuff we’ve been doing for
02:52
like the last decade and now it’s like
02:54
real businesses are catching on they’re
02:55
figuring out these things are really
02:56
really cool so that’s kind of why that’s
02:59
kind of my thought manis presentation
03:01
show me that like all these funnels
03:02
things is this is the growth hacking
03:03
this is the moment this is where things
03:04
are going that we keep talking about so
03:06
what’s the funnel so to explain a funnel
03:08
I think the easiest way to begin with is
03:09
to show you what a funnel is not so this
03:11
is like a traditional style website
03:13
right this is what click funnels is kind
03:15
of going against all the time and most
03:17
of them traditional website they got all
03:18
sorts of ads to paying for Facebook
03:20
YouTube Google all these things and
03:21
they’re driving into these wet into
03:22
these his website since literally like
03:24
slamming a whole bunch of people in
03:25
their brick wall okay and I know this is
03:27
how I got started I was trying this
03:28
thing it did not work
03:30
I always say that a traditional websites
03:32
kind of like having a really bad
03:33
salesperson who’s shy and all they do is
03:34
they hand out brochures and then pray
03:36
the person comes back like that’s the
03:38
traditional website what a funnel is is
03:40
basically having the best sales person
03:42
on planet earth come and meet the person
03:43
in the front door find out their name
03:45
and walk them through the process find
03:46
what they want how they want it and give
03:48
them exactly what they want so that’s
03:49
kind of the sales funnel is now my whole
03:51
philosophy in business kind of like I
03:54
told you guys in the last presentation
03:56
like when we started click funnels three
03:57
years ago we had two major competitors
04:00
that we were looking at number one had
04:01
just gotten 43 million dollars in
04:02
funding number two just had over a
04:04
hundred million dollars in funding now
04:05
I’m coming in with me and Todd and we’re
04:08
bankrolling it with our big old credit
04:09
cards and we’re like okay we’re going
04:11
against these giants that have the
04:12
hundreds of millions of dollars how are
04:13
we gonna win and one of my first mentors
04:15
Dan Kennedy he’s just say this all the
04:16
time he said whoever can spend the most
04:18
money to acquire customer wins and some
04:20
looking at these companies have 100
04:22
millions of dollars in funding I’m like
04:23
I’m screwed I’m not gonna be able to win
04:25
these guys can help spend me every
04:27
single day and I start looking this more
04:28
and more and I didn’t get it at first I
04:30
took me a couple years before I
04:31
understood this concept of whoever could
04:33
spend the most money to acquire customer
04:34
wins and like I told you before I I went
04:38
to college here and Boise at Boise State
04:40
and I wrestled here and I used to carry
04:44
my buddies on my back up and down these
04:46
uh up and down the football stadium
04:47
every single day before practice like
04:50
this is my hometown so here in boys that
04:53
one thing were famous for those who are
04:54
not from Idaho is we’re famous for
04:57
potatoes and the very first product I
04:58
ever put together was the DVD teaching
05:00
people how to make potato gun and he
05:01
probably heard me tell a story before
05:02
but it was a DVD as how to make potato
05:04
guns I set it up online I’ve learned
05:05
about internet marketing it was really
05:06
simple a one-page website I had Google
05:08
Ads that’s all that we did back in the
05:09
day so I went to Google I started buying
05:11
ads I was spending about ten dollars a
05:12
day in Google ads and I was selling a
05:14
$37 DVD on how to make potato guns so
05:17
I’d spend $10 a day on ads and I usually
05:19
average about one cell per day so
05:20
Russell was the college kid is making a
05:22
whopping twenty seven dollars per day
05:23
profit I was putting into my pocket
05:25
which was pretty awesome and that was
05:26
kind of my beginning and then what
05:28
happened is a little while into this
05:30
whole game Google shifted how everything
05:32
worked and I
05:33
big big trouble and all of a sudden
05:35
literally overnight my my website was
05:37
the same but I went from $10 then asked
05:39
a $50 day overnight and so I said a $50
05:42
they said it’s the exact same web site
05:43
but I was only making one sell the same
05:45
thing it’s now it’s losing $13 a day and
05:47
my beautiful wife after about three or
05:49
four days that said you have to stop
05:50
this is not a good business this is
05:52
really really bad and so we stopped and
05:54
eventually had to cut up our credit
05:56
cards and I thought I missed the bubble
05:57
am i doing it we missed it and those are
05:59
actually real pictures of us cutting up
06:00
our credit card back in our home first
06:01
home about that time I had a friend who
06:03
is also in the business and he came back
06:05
he said he said Russell I I think I
06:07
figured this out he said my little web
06:08
site he had the same problem Google
06:09
raised the prices algorithms changed and
06:11
like and all of a bunch of my friends
06:13
all got out of business one of my
06:14
friends came back to say I figured it
06:15
out he’s like I started adding in these
06:17
things he called him OTO which stands
06:19
for one time offer but basically an
06:21
upsell he sent starting upsells to my
06:23
products and I start making more money
06:24
from every customer and now I’m able to
06:26
afford my ads again I turn my back on I
06:28
was like that’s cool like but I don’t
06:29
know how like how can I do that I don’t
06:32
know how to do that and I was like I
06:33
have a potato going DVD like what should
06:34
I do it he’s like well people who buy
06:36
potato can DVDs what else they need how
06:37
else can you serve them and I was like
06:38
well we could buy them like the next
06:41
piece of that to buy a potato gun kits
06:42
like to buy pipes and the barbecue
06:44
tonight all these other pieces right and
06:45
so he’s like we should sell a kit I’m
06:48
like I don’t want to make kits that
06:49
would be really not cool and he’s like
06:51
well see if you find smoke so I end up
06:52
finding a guy in northern Idaho actually
06:54
was drop shipping potato gun kits did a
06:56
partnership with him and I made my very
06:58
first funnel this is my funnel
06:59
transition so people who buy my DVD and
07:01
then upsell a $200 potato gun kit and we
07:04
send it out in the mail now it was cool
07:05
I turned the face or the Google Ads back
07:06
on back in the day and what happened was
07:08
I still was to paint about $50 a day but
07:10
then one out of three people would start
07:12
buying that the potato gun kit so do the
07:14
math on that one out of three people
07:15
means I was averaging about sixty-five
07:17
dollars in additional cells from every
07:18
DVD I got that I sold which meant I was
07:22
spending about $50 a day in ads and now
07:24
I was making 102 dollars in ads and all
07:26
of a sudden it worked again like that
07:28
was magic
07:29
literally I own that when I made that
07:31
ship I went from losing money Dave now I
07:33
wasn’t making fifty two dollars a day
07:34
profit and I was like this is it this is
07:36
the biggest thing the world now for me
07:38
obviously potato guns is very small
07:40
market I didn’t stay there long but the
07:41
concept of that like rank through my
07:43
head I think this is how it works and my
07:44
morale that I kind of learned from this
07:46
whole experience was that we
07:47
sites soon the funnels making me make me
07:49
money websites make me broke
07:50
and so my obsession for the last decade
07:52
in my life has been this kale I you guys
07:54
have been in my events lost a key
07:55
teaching this constantly showing kids
07:56
like this is the key and so when I
07:58
started like like doing this and started
08:00
realizing it that that message I heard
08:02
from my mentor could come back my head
08:03
saying whoever can spend the most money
08:05
to acquire customer wins that was the
08:06
key whoever did spend the most money to
08:08
acquire customer wins and so as we came
08:10
into this game of clickfunnels and
08:11
looking these people with hundreds of
08:12
millions of dollars in venture capital
08:14
behind them on my calendar world we
08:15
compete with that I was like I can’t do
08:17
it head I head for hey they can all
08:18
outspend me but if I can build a funnel
08:20
that’s right
08:21
I can change everything if you look at
08:23
the reason why we have grown as fast as
08:24
we had as mechanics cuz we can literally
08:26
out spend everyone okay we get man
08:29
probably three or four times a week
08:30
different people trying to put money
08:32
into clickfunnels and most of me just
08:34
tell them no but a couple of you
08:34
entertained just cuz it’s interesting
08:35
I’m curious like what they think we’re
08:37
worth it’s really fun and so weird we’re
08:39
at lunch to stay with this group and and
08:41
the guy I’m talking the guy he’s going
08:43
through everything and he asked the
08:44
question they always ask my shark tank
08:46
he’s like well how much do does it cost
08:47
to acquire a customer and I was like I
08:49
hate when people ask this question cuz
08:50
he’s not gonna get what I’m gonna tell
08:51
him I was like well we were running
08:53
Facebook Ads to the homepage we’re
08:54
spending out $120 to acquire a free
08:56
trial member he was like oh that’s
08:58
amazing is I based on that he said what
08:59
I can do is I can go and we can put in
09:02
you know 50 million dollars in cash we
09:04
get this may cut like all stuff and I
09:05
was like well whoa real quick like we
09:07
actually turned those ads off he’s a
09:09
cute Rios ads off I’m like yeah like I
09:11
could have painted this out of my own
09:12
pocket like I don’t want to lose 120
09:14
bucks every customer he’s like well how
09:16
he is growing so fast I said well the
09:17
reason why is because we have funnels
09:19
and explained to him some of our friend
09:20
and funnels like my book funnels some
09:21
other funnels I said look for every one
09:23
of the every single person that comes in
09:24
with my funnels that they buy one of my
09:25
books we spend on average about 10 to 12
09:28
dollars on her facebook ads or other ad
09:30
platforms to sell a book but then
09:31
through that funnel we have about $32 I
09:33
said what happens is that we spend $12
09:35
we get something to buy one of our books
09:36
we make net $20 with cash to put in our
09:38
pocket and then we in tradition to click
09:40
funnels so every single customer before
09:42
we tell about Clinton’s actually pay us
09:44
money and we put it on money in our
09:45
pocket he’s like that isn’t make any
09:47
sense and I explained it again instead
09:49
of make sense maybe three or four times
09:50
then he stopped he said if what you’re
09:52
saying is true so that’ll change
09:53
business forever I think that’s that’s
09:56
my whole message like that’s what we do
09:57
that’s what funnels are all about ok so
09:59
I’m walking is really quick through this
10:00
and then
10:01
we’re gonna have Gary come up here in a
10:02
minute but one of the key concepts you
10:04
guys need to understand this is constant
10:05
we call a break-even funnel those my
10:07
inner circle members are here we spend a
10:09
lot of time on this but the breaking
10:10
funnel is this funnel where you break
10:12
even so you can literally get customers
10:14
for free when you have that you can grow
10:16
your company as quick as big as fast as
10:17
you want okay we spend a lot of time in
10:19
that so this will go to breaking the
10:20
funnel where I commit a dollar in
10:21
advertising in and get at least $1 back
10:23
out and if I’m good at and get two or
10:24
three dollars back out now I’ve got a
10:25
customer I got some cash now we can put
10:27
them into what we into the other things
10:29
we have a couple examples of some of our
10:31
breakeven funnels like grab this from
10:32
some slides this morning show you
10:34
example so this is my Dom secrets book
10:35
this is a couple months ago stats we got
10:38
about 5,400 leads we sold 2395 books our
10:42
average cart value during that time was
10:43
$30 81 cents so we spent $45,000 and ads
10:46
we made 52 thousand dollars in sales so
10:50
our profit was seven thousand seven
10:51
hundred sixty three dollars now most
10:53
people we looked at a company that our
10:54
size you like that’s a waste like you
10:56
just wasted a lot of you made seven
10:57
grand that’s not that big of a deal
10:59
right but that was to get customers we
11:01
got 5,400 people that then the next week
11:03
we would say hey by the way this is this
11:05
really cool thing called click funnels
11:06
and I got paid $7,000 to get those 5,400
11:09
people in my list okay that was one of
11:11
our front end products this is a split
11:13
testing book same kind thing we have
11:14
2,000 leads came last month 1,300 books
11:17
sold average car values $12 ads for this
11:19
4,000 sells 18,000 so we made 13,000
11:22
dollars but we got 2,000 people that now
11:25
we can interstate click funnels so I got
11:26
paid to get all these customers one more
11:29
example is perfect webinar same kind of
11:30
thing leads sales I’ll go through this
11:32
quickly the same thing made four
11:34
thousand dollars got 600 customers we
11:35
introduced into click funnels okay now
11:37
if you walk through this those three
11:40
funnels alone and we have a we have
11:42
about a dozen or so
11:42
front-end funnels we use in different
11:44
different platforms and things last
11:46
month from this basically our front of
11:48
revenues ninety six thousand dollars our
11:50
ad costs eighty one thousand so we
11:51
netted a whopping fourteen thousand
11:53
dollars most feeling man Russell with a
11:55
company with 120 employees like here
11:57
gonna go broke fast right but what’s
11:59
amazing about that is that that brought
12:00
in literally like 30 or 40,000 new
12:03
people into our world who then we took
12:05
them through the rest of our sequence
12:07
they’re introduced to us and now we can
12:08
go and we can build a relationship with
12:10
them we can talk to them we can serve
12:11
them we can help them understand what we
12:13
do what we believe
12:14
and it introduced them into our other
12:15
products and our services and for us
12:17
obviously that is clickfunnels and so if
12:19
you look at that what that means for us
12:22
is if we literally get almost a thousand
12:25
new trials for free every single day
12:27
like clockwork that comes back to talk
12:30
to pay forward that’s how we’re able to
12:31
grow so fast as we can literally we can
12:34
outspend never been in our market
12:35
there’s nobody else that we can do that
12:36
and it was cool that for you guys
12:38
whatever business you’re in like that’s
12:39
the key okay remember whoever can spend
12:41
the most money to acquire customer wins
12:43
when you figure that out it makes you
12:44
can grow really really quickly any kind
12:46
of business any kind of venture anything
12:47
you want to do and so that you guys is
12:49
how we use growth hacking and sales
12:51
phones to go from zero to 100 million
12:52
dollars in just three years without
12:54
taking on any outside funding thank you
12:56
[Applause]
13:02
would you like to see behind the scenes
13:04
of what we’re actually doing each day to
13:06
grow our company if so then go subscribe
13:08
to our free behind-the-scenes reality TV
13:10
show at www.funnelhacker.tv

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