Two INSANE tactics I used to blow up my business...(they still work)

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YouTube Transcript: English (auto-generated)

00:00

what’s up everybody this is russell and

00:01

welcome to today’s episode of marketing

00:03

secrets that is in the rain here in

00:06

kauai all right everybody so on welcome

00:08

yesterday’s episode marketing secrets it

00:09

is raining on me right now

00:11

all right so what i wanted to share with

00:12

you guys i’ve been listening to a whole

00:13

bunch of cool marketing stuff between

00:15

like the long drives around the island

00:16

all kinds of

00:17

the cool stuff we’re doing and uh the

00:19

course i was listening to was tj

00:20

roletter

00:21

tj if you’re on tj he’s like one of the

00:23

legends in our business

00:25

uh he is the one of the direct mail

00:27

kings what’s interesting is uh

00:29

the course i was listening to is like

00:30

how to become super rich in the

00:31

opportunity market what was interesting

00:32

as i was listening to it

00:33

if you read the expert secrets book you

00:35

know talk about there’s three core

00:36

things you got to do to build a mass

00:37

movement right number one

00:38

number one you gotta have um uh the

00:41

attractive character the charismatic

00:42

leader number two

00:43

to have future base cause number three

00:44

you have to have a new opportunity

00:46

what’s interesting

00:46

as i was listening to this he was

00:47

talking about like how to sell

00:49

opportunities but like

00:50

basically if you’re doing a mass

00:51

movement we were talking about like it’s

00:52

always a new opportunity like

00:54

the opportunities the way he kind of

00:55

positions them like how to get rich how

00:57

to make money how like here’s the

00:58

opportunity market as he calls it but in

01:00

my mind every market’s the opportunity

01:01

market if you look it through the lens

01:02

of the extra secrets book then

01:04

it kind of works for all of them right

01:06

every single opportunity everything

01:07

you’re selling

01:08

should be a new opportunity in the last

01:09

10 years they sent out nine

01:11

like 9 500 different direct mail

01:13

campaigns which is crazy

01:15

he says some people will get on his list

01:16

and they make it between two and 300

01:19

letters in the mail per year depending

01:20

on what sequence they take what offers

01:22

to say yes to and notes and all sorts of

01:23

stuff what i want to talk about is a

01:24

couple of the core things that i learned

01:26

from him that i think are really good

01:28

for all you guys in fact the first one’s

01:29

actually not from tj’s it was from bill

01:31

glazer thing i was listening to so bill

01:32

was

01:33

uh partners with dan kennedy at glacier

01:35

kennedy and he was like my

01:37

my marketing dad for man five or six

01:39

years i was in his inner circle

01:40

this week um bill was talking about how

01:42

like the very beginning of the year they

01:43

know

01:43

they’re big things right so they did two

01:45

events here they did info summit and

01:46

super conference for me i do full

01:48

hacking lives like that’s my big thing

01:49

and they said they

01:50

they categorized all their promotions

01:51

based on the importance so number one

01:53

were there two events number two was

01:54

this number three and then they had it

01:55

all mapped out and then they mapped out

01:56

the entire

01:57

year the promotional schedule began the

01:58

year to make sure they filled the events

02:00

i was thinking about that like

02:01

on about you guys but i’m not super good

02:03

at mapping out my promotional

02:05

calendar and schedule and things like

02:06

that i kind of just like go

02:08

week by week month by month and do stuff

02:10

and what bill does he maps it out and

02:12

then they do

02:12

everything and so i started thinking

02:14

about this as you guys know if you’ve

02:15

been listening to our podcast for any

02:16

length of time you know the two magic

02:17

things that marketers have are urgency

02:19

and scarcity so he started doing his is

02:20

you relaunch different courses

02:22

throughout the year

02:22

and they’d open them and close them

02:24

right so they can have urgency and

02:25

scarcity close that’s where most of the

02:26

sales always come in actually think

02:27

about that i’m like man i

02:28

like right now most of our programs are

02:30

open all the time which is good but the

02:32

urgency and scarcity is not there so i

02:33

was like i think what i’m gonna do is

02:34

i’m gonna start calendaring it out where

02:36

twice a year our things are available so

02:37

twice a year can buy our certification

02:38

program twice a year

02:40

people can join funnel university twice

02:41

a year they can get fill your funnel

02:43

twice a year so like all of our core

02:44

offers are only open two twice during

02:47

the year and they’re closed down other

02:48

than that

02:48

which is kind of fun because they’ll

02:50

have urgency and scarcity and build up

02:51

the hype and the buzz and it gives me

02:52

each month something to focus on this

02:53

month is funnel you month okay we’re

02:55

going to open it

02:55

and close it the next month is this

02:57

we’re going to open it and close it and

02:58

all content all things

02:59

can be related back to that first thing

03:01

i kind of started rethinking through

03:03

when i listen to bill glazer talk about

03:04

how they structured the promotion around

03:06

their events that was that’s first cool

03:07

thing now with tj

03:08

a couple cool things that he does tj

03:10

again he’s in the business opportunity

03:12

market

03:12

uh mostly through direct mail and so he

03:14

has 50 000

03:15

letters emails every single week week in

03:18

week out just consistently they know

03:19

50 000 letters go out every single week

03:21

all for new customer acquisition

03:23

that’s it and i think for a lot of us we

03:25

get in this thing where we have our

03:26

friend in

03:27

funnels or our breakeven phones we’re

03:28

bringing people in and we have our

03:29

monetization funnels i think a lot of us

03:31

we create one really good webinar funnel

03:32

let’s say and then that becomes our

03:33

focus and

03:34

that’s it and we’re driving traffic and

03:36

and that’s like the business right

03:37

i started thinking about that like man

03:39

he’s milling 50 000 new names every

03:40

single week like what’s

03:41

what’s the equivalent for my business i

03:43

need to make sure that i have something

03:44

consistently doing that every single

03:46

week to one friend offer and he talked

03:47

about

03:48

one of the big things also is like he’s

03:50

not mailing two different things or

03:51

three things that 50

03:52

000 like they have one offer the hottest

03:53

converting one and that’s the drive all

03:55

their energy all their money all

03:56

everything and so for us i think all of

03:57

us

03:57

we have our hot offer we need to be

03:58

spending as much as we can to get people

04:00

into that thing

04:01

consistently every single week just

04:02

knowing i spend 50 grand a week or 10

04:04

grand a week or a thousand bucks a week

04:05

whatever it

04:05

is for you into that front end thing

04:07

think about this if you break it down

04:08

there’s kind of two sides of this

04:09

there’s

04:10

or three sides if you depend how deep

04:11

you want to get there’s acquisition

04:13

funnels getting

04:14

people in there’s ascension funnels of

04:15

sending them up

04:17

within your your your membership and

04:19

then there’s monetization funnels

04:20

but for this argument for today i’m just

04:22

going to talk about the two so there’s

04:23

acquisition funnels right so so what is

04:24

your one acquisition funnel that you can

04:26

consistently

04:27

do x with right so for me it might be i

04:28

need to make sure i sell at least a

04:30

thousand books a week or i need to spend

04:31

10 grand a week or whatever that thing

04:32

is for you right and like you just know

04:34

that and you get you have to do it

04:35

consistently we have to sell a thousand

04:36

books a week and we should build a whole

04:37

team people an entire goal sell thousand

04:39

books a week or five thousand books or

04:40

whatever that number is and so for me

04:41

what i’m looking at is

04:42

what i want my focus to be is somebody

04:44

comes in

04:45

to my world and then if they come in

04:47

then we’re taking our core courses and

04:49

we’re opening them and closing them

04:51

opening

04:51

and closing them opening and closing

04:53

them throughout the years those are our

04:54

monetization funnels after people come

04:56

in that’s kind of

04:57

it’s kind of the game and i’m really

04:58

excited for so that’s the game i’m going

04:59

to be playing

05:00

and i hope you guys model that so those

05:02

are some fun things i learned and

05:03

thinking about well i’ve been here

05:04

having some

05:05

fun in kauai on my 15 year anniversary

05:07

so we’ll kind of recap the important

05:09

things number one is focusing on

05:11

consistently bringing new blood

05:12

into your business then number two is

05:15

and after they come in then what’s the

05:16

monetization so maybe number two is the

05:18

um ascension funnel which is for me to

05:20

not ignite your funnel takes them

05:21

through our offers in a chronological

05:23

order of where i want them to see things

05:25

opening and closing on like an evergreen

05:26

format and then they end that then put

05:28

them into our

05:29

monetization team jason funnels which

05:31

will then be

05:32

taking our course six offers and opening

05:34

and closing them twice a year

05:35

and that’s gonna be the business that

05:37

gets me really excited

05:38

really really excited so that’s the game

05:40

plan guys thanks again for listening

05:42

amazing day we’ll see you guys soon back

05:43

in boise next week back to normal

05:45

schedule i got some cool stuff i want to

05:46

publish and share with you guys

05:47

appreciate y’all and we’ll see you guys

05:50

soon

06:03

you

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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.