The 3 Closes

Marketing Secrets - Podcast (Russell Brunson - Click Funnels™)

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How to quickly double sales by weaving the 3 invisible closes into every step of your funnel…

On this episode that is from a presentation at 2019’s Funnel Hacking Live, Russell talks about the 3 Closes. Here are the 3 closes he explains in today’s episode:

  • The Emotional Close
  • The Logical Close
  • And the Urgency and Scarcity Close

Find out what each of this closes is, and why Russell uses them in every single funnel.

—Transcript—

Hey everybody, this is Russell Brunson. Welcome back to the Marketing Secrets podcast. I am pumped that you are here. I cannot wait to share some cool stuff with you guys today. It’s funny, I’m actually working through a big project right now, so I’ve been logging into all the archives from Funnel Hacking Live from the past 5 or 6 years, or however many years we’ve done it. And I’ve found this little presentation that I forgot I did this last Funnel Hacking Live, it’s only 15 minutes long, but it’s called the 3 closes, how to quickly double sales by weaving the 3 invisible closes into every step of your funnel.

I kind of just re-watched it real quick, I’m like, “This is really good. People should hear this.” So I’m going to give you guys a gift today. I’m going to let you guys listen in on this presentation. But if you’re going to listen to it, I need your help. The help I need when you’re done listening to it, because I’m giving you this stuff for free, everyone else had to pay to get this, so if I’m going to hook you up and give you this for free, the thing I want in return is for you guys to take a snap shot on your phone as you’re listening to this and post it on social media and tell everyone to go listen to this episode. Be like, ‘Dude this episode was sweet. Go listen to it, the 3 closes.” And just get people to come listen. So that’s my only request. You don’t have to do it but if you’d like to that would be really, really cool. It’d mean a lot to me.

When you do that, make sure you tag me and do #marketingsecrets, that way it will show up and I can see. Love to hear your comments on why you liked this episode. And I appreciate you guys sharing it in advance. Okay, with that said, I’m going to queue up the theme song, and when we come back you’re going to have the chance to listen to one of my presentations from Funnel Hacking Live called The 3 Closes: How to Quickly Double Sales By Weaving These 3 Invisible Closes Into Every Step of Your Funnel. Here we go.

This is a framework that I’ve been using for myself for a long time. And I assumed that everybody knew it or did it. And one time we had a marketing meeting, this is probably about a year ago, we flew most of our marketing team into Boise and we’re sitting there and I remember mapping this out. I was explaining the layout of landing page. And I said, “Hey, just so you know, this is the three closes and how we use them on a landing page.” And everyone, my team’s like, “What?” They start freaking out.

And I was like, “Didn’t everybody know this?” They’re like, “I don’t think anybody knows this. You’ve never talked about it before. No one’s ever shared it.” And I was like, “Oh my gosh, that’s amazing.”

So I’ve never really talked about this publicly anywhere before besides right now and right here. So I want to kind of go through this. So I call this the three closes, how to quickly double sales by weaving these three invisible closes into every step of your funnel. Okay? And this is what the framework looks like and it’s emotion, logic, and fear.

All right, so step into kind of the, the pre-frame so you can understand how this framework works. So the first thing you have to understand, I learned this originally from Perry Belcher, I think Perry learned from Dan Kennedy, but I’m not sure, but he says something really interesting. He said, he said, if you look at anything in life, the reason why people either move towards you or they don’t move at all is because of this weird thing that we have as humans called status.

We like to feel status, right? And so that’s kind of the how this, all selling is based on this when you start understanding it. Okay? So it’s all based on status. And so when somebody is looking at any opportunity you offer them, right? “Here’s the new thing, here’s my product, here’s my service, here’s my whatever” what they’re thinking about subconsciously, because subconsciously in their mind is “if I do this thing, if I buy this product, if I move forward in this way, is this thing that I’m considering doing? Is it going to increase my status or it’s going to decrease my status?” That’s the psychological turmoil they haven’t had every single time they make an offer. It really boils down to that simple.

“Is this gonna make me feel better about myself or is it gonna be for worse about myself? Maybe increase my status or decrease my status?” Okay and some of you guys are thinking, “Oh, that’s not me. I don’t make my decisions that way. Okay, I’m not so self centered that I’m worried about my status all the time.” But it’s interesting to status works both ways. Some people buy really amazing things, like they’ll say a really expensive watch or nice car because it’ll increase their status like, “I’m going to feel really good.” Right? And so that’s one side of the, some people, they don’t buy a car that’s really expensive because they feel like that will decrease their status. Right?

The first time I ever shared this concept, I remember I was talking about um, a Ferrari and I’m going to share for I story here in a second. So I was talking about a Ferrari and I remember I was talking about, you know, you go to buy a Ferrari, you do it cause you want to increase in status. And I remember a lady in the audience raised her hand and she’s like, “I would never buy a Ferrari. That would not increase my status. That would actually decrease my status.”

I’m like exactly like, your fear is the other side like “If I buy this thing it’s going to decrease my status.” I was like “What do you drive?” And she’s like, “A minivan.” I’m like, “Why do you drive a minivan?” And she says, “Well it’s because it makes me feel intelligent because I know it gets good gas mileage and it makes it safe for my family, all these kind of things.”

I said, “So you bought a mini bank because increased your status.” She’s like, “Oh my gosh, I never thought of it that way.” I thought that everybody, you know, status was like this thing that was a negative connotation, but all of us do it. And so that’s what you need to kind of understand. So as we move into this framework, I want you to look at it through that frame of, of understanding status. Okay?

Alright, so the first close when we’re selling anything is our emotional close. Now, emotion is the most powerful tool we have for selling anything, okay? And so that’s why we spent a whole session last night for like two hours talking about the epiphany bridge and story. Okay, story is an emotional close. I’m telling you a story. I’m getting you engaged. All your feelings are happening, right? Okay, so you’re getting the emotion.

Now, emotion, like I said, is the most powerful thing. And for years, this is the only way that I knew how to close stuff. I would tell stories that were emotional, people feel it, right? And then they would go in there to buy things. And so emotion, people feel this emotion that gives them a status increase. Like, “Oh my gosh, it’s so amazing. If I get this thing, if I buy this product or the service, I’m going to have better style, I’m going to have more happiness, more wealth, my physical appearance, I’m going to feel better about myself going to lose weight. I’m going to make money, I’m going to…” you know, whatever the thing might be.

So it’s an emotional decision. Right now if you look at the metrics, about 50% of your sales will come from the emotional close. And some of you guys, that’s all you use, just the emotional close. And that’s okay. That’s what I did for probably the first decade before I did the second two closes. But 50% of your sales will come from the emotional close. Okay?

Now this is the picture of Todd. Do you guys like that red car? So this is Todd’s red car and I remember he saw it and he was like freaking out and he’s like, “I want to buy this car.” And he went and he jumped in the car. And he sat in, he drove around, he felt amazing, and he’s like, “This is amazing. Can you imagine driving this car every single day, how awesome it would be?” And he’s sitting there visualizing the increase in status like, “I’m gonna feel really good, people gonna see this car, it’s going to be awesome.” Right?

So the very first thing is he’s emotionally sold. He’s like, “This is good. I need this thing.” Right? Okay. And so most sales happen emotionally initially, right? Like imagine you guys, the last car that you bought, when you got on the first time you sat down and you’re like, “Oh my gosh, this is amazing, right?” It’s the emotion you feel of it. And it’s true to anything life. By the way, think about the last five things you bought. You sat there, you’re emotionally like, “Oh, this would be really cool to have. I want that thing.” Okay?

But then what happens is after the motion kind of runs this way and you’re like, “I need this thing, I have to buy it.” then we have people we love around us. Like, for example, Todd, this is his beautiful wife, Ashley, and he’s got to drive home in this car and tell Ashley about the emotional experience he just had. She didn’t have the same emotional experience that Todd had when he first stepped in this car, I’m pretty sure.

And so from there now we transitioned to the second close, which is the logical close. So after Todd bought the car, he signed on the line, he Voxed me and he started talking to me about the gas mileage, about how the resale value is so great on this car. And he’s been going on and on and on. I started laughing like, “Todd, I’m the most emotional person you have ever met. You do not have to logically convince me of anything.” He’s like, “I know, but I’m driving home in a few minutes and I have to logically convince Ashley, that this was a good purchase.” And so the second close is logic. So logic is all about avoiding a status decrease, so all of us, we buy things emotionally and we justify them logically. So if you don’t have logic in your, in your pitch, in your presentations and the way you’re selling, a big percentage, 50% or more of your audience will not buy, even if they’re emotionally moved to buy. Because it’s like, “This is amazing. But like, what about the decrease in status.” right? They feel the emotion of the increase in status. They’re excited by it, but then they fear the decrease of status. Like, “What’s my wife gonna think? My family, my friends, what if I drive this car to to school? Are the other parents going to think like all the different things that they start freaking out about, right? They have this fear of the decrease of status.

And so because of that you have to also speak to the logical mind. And so the second close in any sales presentation is the logical close. So you start with emotion, 50% of buyers come from emotion and then about 30% of the buyers will come from the logical close. So would you logically explain things mostly so that they have the ammunition they need to logically explain to other people. So they don’t feel a decrease in status. Okay.

There’s no logic in buying a Ferrari. I had them for a while. It was the worst car ever. If you don’t plug it in every night, it dies. Okay. You can’t jump into, you have to plug it in. Takes a week to recharge, it was the worst car ever. It broke down every time I drove it. It was insane, there’s no logical reason to have a Ferrari. It’s horrible. In fact, I was talking to Todd the other day, he’s like, “Yeah, I left it un-plugged and it sat in the driveway for a week because we didn’t, we couldn’t get it back.” I’m like, “It’s the worst car ever.” Right emotionally though, man. It looks good.

I’ve never been a hot girl ever, but when I drove my Ferrari the two times that it worked before it broke down every time, I would drive to the gas station and all the sudden men from everywhere would start popping up from the gas station come around me. I was just like, and they’re like, “How many horses are in there?” I’m like, “I don’t, I’m not, I don’t know. I’m not a car guy.” And they’re like, “Can I get a picture with it?” I’m like, “I guess like I feel so violated. This is the weirdest thing in the world.”

The other weird thing is you drive down the street and you see the other cars coming. And it was funny because the women drivers never noticed any of it. But the men would be like, every single man. And I would see people like flip around and speed past me with their cameras getting selfies, like, “Oh look at the Ferrari.” I’m like, “This is the weirdest thing ever.” Emotionally it was amazing. I felt like a rock star. But logically it’s the worst car I’ve ever driven, ever. It’s horrible.

Alright, we understand emotional is that increasing status. Logic is about protecting yourself in a decrease in status. And 30% your sales come from logic. And then the third close is what we call fear or FOMO, fear of missing out. This is the urgency and scarcity. There’s some people that no matter how much status increase they think they’re going to get or how much logically they convince themselves and others around them that they can buy something they won’t buy, they won’t take action unless you’re going to take it away. The fear of missing out is the thing that gets the last 20% of people to buy.

And so this pattern is happening everywhere. You guys will see it at this event alone, I’m going to be using this process a bunch of times on you. Hopefully you guys will respect that and appreciate it and see it. Okay, but I want you guys to start seeing where these things are weaving in. I got a lot of things.

Here’s some examples, so emotion, logic, fear: So just feeling this event alone, how many guys were at last year’s Funnel Hacking Live, and at the very end where I was like, “Hey, you should buy tickets next year.” And you’re like, “Whoa.” And you ran the back and you bought tickets? Where are my emotional buyers? I love you guys. Thank you for doing that. Yeah. So these emotional buyers, they had an amazing emotional experience last for Funnel Hacking Live. They’re like, “This is insane. Next I’m going to be on stage. I’m gonna get my award. This is the most amazing thing on earth. I’m going to commit to myself right now. I’m not going to do it.”

Those are my emotional buyers, you guys all signed up before the event even left. I’m so grateful for you guys. I hope by next year you are all emotional buyers. I would make my job of selling tickets so much easier. Okay, that’s step number one. Okay. So we get the emotional buyers. And then it’s like, everyone’s like, “Well I don’t know if next year, if I’m in a winter ward yet, I don’t know if this, well, what if the speakers aren’t good? What if this,….” and like all the logic, right? Like, “Oh, what if I go and like I don’t learn anything new because I already know everything Russell’s ever said. I’ve read all his books, I know everything.” And also the logic starts coming in, right? And so the next set of closes for us, we start introducing speakers and he speaker my, “Here’s the speaker. This is why you need to hear from them. Logically, this is the part you’re stuck on. This person’s give you that piece. Here’s the next speaker, here’s the next speaker, the next speaker.”

I spend the next two months of my life doing interviews, all speakers, and everyone’s like, logically, “Okay? Alright, if Jermaine is going to come, then I’m going to come because, you know, logically it makes sense. I need that piece. Oh no, I logically I need design hacking. If Catherine’s going to be there, I’m going to come.” And logically for two months I start closing the next set of sales through logic, right? So the next 30% of our sales came through the campaign like this, right?

And then guess how the last 20% of tickets were sold? Literally the last day when I’m like, “Hey, tickets sell out tomorrow, and then they’re gone forever.” And all the rest of you guys were like, “Oh! Oh my gosh, Russell’s been talking about this every day for 12 months of his life. I think I’m going to finally get it.” And then we close down ticket sales the next day and People are like, “I didn’t know it was closing down. I need to take it.” I’m like, “Are you serious? Every day for a year I’ve been telling you about this.” It’s painful, but this is the process.

So I’m showing you this because this is a typical campaign. We lead with emotions, we lead with webinars or product launch videos, things like that, videos. We’re getting the emotional close, right? Then we transition to the logical closes and we end with urgency and scarcity, right? Emotion, logic, fear.

If you look at the perfect webinar script, it is strategically designed to do this exact same thing. The very first section of the perfect webinar is all about emotion. We’re breaking false beliefs, am I right? Then we transition to the stack and the close, as a very logical argument about why you need this thing and this thing and this thing and the value. I’m logically convincing you why it’s actually worth the thing you did.

So if I go back and say “Here, you’re feeling the emotion of like, yes, this is an increase my status. If I get the thing.” and I transition to the close and you’re like, “Oh, but what’s my wife gonna say if I have to talk to her about this? It’s a really good offer, is it really good deal? Like what are my friends gonna think? What if I buy in? It doesn’t work?” And all the sudden the logical mind starts freaking out. So I come and I do the stack. And in the stack I’ll walk you through that. I’m like, “This is the offer. This is the value.” You’re like, “Oh my gosh, this is a really good deal. Okay.” and you’ve grabbed your wife or your spouse, your husband and be like, “Look, this is a really good deal. Check out the offer.” And they’re like, “Are you sure this is a good deal?” And you’re convincing them logically, right?

And then at the end, call to action. We have urgency and scarcity, “This is why you got to buy now.” Okay? So that happens inside of the actual webinar script. Okay. Same thing happens in the webinar funnel, okay? At a macro level, you step out in the webinar funnel, the first part of the webinar campaign is all about emotion, right? They register, they get the indoctrination videos, they watch the webinar, it’s a very emotional sell.

From there, we transition to the replays, which are very heavily pushing the offer. We talk about “Go watch the replay and here’s the offer, here’s the offer.” And then the end of the campaign, we do our urgency and scarcity in the last 20% of sales come the last day when everybody’s like, “Oh, this offer is disappearing, and I must finally go.” Okay, emotion, logic and fear. Okay?

We also see in our landing pages. If I know that the best opportunity to have to sell is, is, is emotion, the top one, third of my page is all speaking towards emotion. If you look at any of my landing pages you’ll notice that the emotional pitch is everything above the fold. Above the fold means without having to scroll, everything you see on the page is all emotion, right?

And it’s crazy. If you guys use analytics, like the tracking software, see how people scroll down. It’s like most people never scroll past the initial thing, right? What happens is emotional buyers like “This is amazing.” Boom, they buy. And then the logical buyer is like, “This is amazing, but like….” and then they start scrolling for more information. So they scroll down and it’s like, “Oh, here’s all the emotional arguments about why you should buy this thing.” We speak to emotion, excuse me, we speak to logic here, so my logical people who are typically more readers will start reading through the longer form of the thing, they get the justification they need, and at the bottom is like my urgency and scarcity, “This is why you got to act now.”

You start noticing this in all my landing pages, you’ll notice top one third is emotion, next big section is logic, the last 20% is urgency and scarcity and fear. Same thing happens in my email campaigns. Somebody comes into my list, they join my list, my first few emails are all going to be speaking towards the emotion. You notice I’m telling stories to get you excited and then I’ll transition to like, “Okay, let me talk logically why this is the thing you need.” And then we end with urgency and scarcity and we close down the campaign. It happens inside my email campaigns.

If you look at my value ladder, how we send people up through it and he stepped in the value ladder, boom, this follow up sequence that takes somebody through that step of the value ladder and then moves to next goes through emotion, logic and fear. Then you move to the next one and then boom, the next one that goes through emotion and logic and fear. So that pattern just weaves throughout every single campaign as we’re moving people through our value ladder and ascending them up, okay?

And it’s also happening not just not just there, but in all of our campaigns. This is kind of why I map out my campaigns. So we get emotion, logic, fear’s is up at the top here. Left hand side is, like, “here is when somebody comes to this page, they click on the ad, now we have re-targeted campaigns, okay? Even our retargeting campaigns follow this process, right? The first set of ads they see after they hit a landing page to click on an ad, are all very emotional based ads, right?

Okay. And if they haven’t bought off the emotional, we transition to logical based ads, and they haven’t bought up the logical based ads, then we transition to the urgency and scarcity ads. So it happens there in retargeting campaigns happens in our email campaigns. happens in every single aspect. This pattern happens over and over and over and over again.

So that you guys is the urgency and scarcity, or excuse me, The 3 Closes Framework. You guys like that?

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