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happen in five or ten minutes, and the next two points explain what keeps those people you've identified coming back to buy from you again and again. These next steps are what keeps them referring you to friends. During this step, you want to age and ascend the relationship. Remember your Value Ladder? This is where that ladder of products and services really becomes important. If you've followed the five phases of the funnel up to here, you've already moved people through the first level or two (or three) on your Value Ladder. Now, you're going to continue to provide value and help people with whatever you offer. Allow some time to pass. How much time is up to you; whatever feels logical for your product is best. Let them dig into whatever products they've already purchased, and give them enough time to see the value you give. You're going to ascend them up the ladder over a longer period of time, eventually moving them to the very top level. This is the point where we start changing the types of funnels we use. If we started with a Free-Plus-Shipping Funnel, we may move the buyer into an Invisible Funnel or maybe bump them up to a Two-Step, High-Ticket Backend Program. (Don't worry; you're going to learn how to build these different funnels in the second half of this book. ) Phase #7: Change the Selling Environment Typically, it's difficult to sell super-expensive products or services online. Not many people are going to read a sales letter and click the buy button for a fifteen thousand dollar product. Some might, but usually you have to change the selling environment if you want to sell high-ticket products. The most common ways to change the environment are to sell the pricier items over the phone, through direct mail, or at a live event or seminar. If I send an email out to you and ask you to click an eight thousand dollar buy button, you're probably not going to do it. But if I can get you to click a button and schedule an appointment to chat on the phone, suddenly I have a completely different sales environment. People on the phone are more likely to listen closely to an offer. The sales person has the benefit of live feedback. He or she can overcome objections and help people make up their minds on the fly. When we change the selling environment, we can communicate at a different level, and it becomes easier to move people up to the higher levels of the Value Ladder. Let's Review: If I were to consult with a retail store on how to increase sales, I would look at everything that happens during a customer's experience with the store, including the moment a customer saw the ad, walked in the front door, and received a greeting from the employees. I would analyze what the customer saw that made them choose certain items, what products were “point of sale,” and how the cashier upsold them during checkout. I would then analyze the follow-up sequences already in place to bring that customer back. Increasing online sales happens the same way. You need to break out and examine each of the phases your customer passes through in your sales funnels. After you are aware of the distinct steps and break each out into a separate experience, you can then tweak each aspect to get more conversions. In this way, you can help people ascend to the | 01 - Russell Brunson - DotComSecrets Book.pdf |
next level of your Value Ladder. If you're stuck in your business, it's probably because there's a glitch in one of these seven steps. What's the temperature of the traffic you're driving? What's the pre-frame bridge you're taking potential buyers through? On the landing page, are you qualifying subscribers? Are you qualifying your buyers on the sales page, and your hyperactives on the upsell pages? Are you aging and ascending the relationship to match the buyer with the offer they really need the most? And are you changing the selling environment for your high-ticket offers? Most importantly, how are you treating each of your different groups so that each receives a specially tailored experience? Up Next: Now that you understand the strategy behind the seven phases of a sales funnel, I want to show you what types of web pages we use for four of those phases. Did you like to play with Lego blocks when you were a kid? I did. It was so cool to take the same, simple pieces and create something totally unique, over and over again. In the upcoming chapters, you're going to learn how to build sales funnels Lego-style. In fact, I'm going to give you a list of building blocks that you can simply mix and match to build your offer to create an instant sales funnel. Then I'm going to give you some short cuts— the exact funnels and scripts I use most often in my businesses. You can copy and paste your own offers and ideas into these proven templates and have your business up and running in no time. | 01 - Russell Brunson - DotComSecrets Book.pdf |
SECRET #11: THE TWENTY-THREE BUILDING BLOCKS OF A FUNNEL As I said, I think of sales and building funnels kind of like playing with Legos. I imagine there's this big box of brightly colored building blocks, and I can put them together any way I want to get the desired results. If I want to get someone to opt-in to my list, I might use a yellow block and connect it to a blue block. If I want to make a high-ticket sale, I might add on green, red, and purple blocks. If I'm not getting the results I want, but I know I have all the right pieces, I might rearrange the blocks and see what happens. This is the exact same process I teach my twenty-five-thousand-dollar clients. I go through each phase of the funnel and map out which building blocks will yield the best results. Then we test the funnels to see how well they convert. Sometimes we hit a winner right away, but often we need to move the blocks around a bit; for example, we might change some copy or add a video. Then we test the combination again. This is how direct response marketers have created magic for over a hundred years: Try it. Test it. Tweak it. And start all over again. There are two types of Lego sets. You can buy all the blocks and create your own work of art using your imagination. Or you can buy special kits that give you the pieces you need to build specific things, like the Death Star or the Bat Cave. These kits even give | 01 - Russell Brunson - DotComSecrets Book.pdf |
you instructions on which piece to attach where and in what order. If you're the kind of person who loves the Lego kits, you're going to love our funnel-building software called Click Funnels. All the pieces you need are inside the software, easily enabling you to create all sorts of funnels to sell everything from a simple opt-in to a high-end consulting package. And all you have to do is pick which cool thing you want to build and click a button. All the pieces are automatically arranged in the right order for you. If you'd like to try it out, you can get a free two-week trial at www. Click Funnels. com. This chapter is going to show you twenty-three of the most effective building blocks for your sales funnels. You will find that certain blocks work better at certain points on your Value Ladder, but remember, they are just blocks. You can move them around as you please. Markets respond according to a huge variety of factors. What works in my world might need a little tweaking in yours. In the upcoming chapters, I'm going to show you some of my favorite ways to connect the blocks to create working sales funnels. I highly recommend you start with my version, simply because I've tested these in the real world over and over. I know what works in general. Then if you want to try moving things around, go for it! You may discover an approach I never thought of before. The twenty-three blocks I use most often are used at specific times during four specific phases in the funnel: the pre-frame bridge, qualifying subscribers, qualifying buyers, and identifying hyperactive buyers. Remember, these four points all happen at the point of sale. Any time you sell anything through a funnel (which should be most of the time), you're going to move your buyer through these four points. Most often, you'll be creating new funnels during the age and ascend and change selling environment phases. When you do that, simply go back to these building blocks and create a new funnel. Okay, let's get started. PRE-FRAME BRIDGE The following are the most common building blocks I use for pre-frames. Remember, the goal with a pre-frame is to warm up the prospects so they are in the correct frame of mind to be most receptive to your offer. Quizzes: A quiz is my new favorite pre-frame tool. If you're on Facebook, it's difficult to escape all the “What famous actor are you?” or “What jungle animal are you?” quizzes. They seem to get more and more ridiculous all the time. (This morning, I saw one that asked, “What type of storm are you?” Really. ) The questions you ask don't matter much; you just want to get people engaged in the process. To get a great pre-frame, you want to get people thinking along the same lines as the next step in the funnel. Agitate the problem your business solves for them. Use the quiz questions to help them remember how much they hate weeds in their lawn or being rejected by women. One technique I love to use is to frame | 01 - Russell Brunson - DotComSecrets Book.pdf |
the first question like this: Fig 11. 1: A simple pre-frame quiz before someone joins your email list. If you require people to opt-in (give you an email address) to get their quiz results, you've killed two birds with one stone. The prospect has moved through both the pre-frame and the qualify subscribers phases in the funnel. Then you try to qualify him as a buyer by making an offer immediately after he opts-in. Now, you may be wondering how many questions to include and how to get people to stay with the quiz all the way to the end. I like to use three or four questions, and I number each one so they know how much farther they have to go (Step 1 of 4, Step 2 of 4 ... ). I do know some companies that use up to twenty questions or more in their quizzes with great success. Just like everything else, this is something you might want to test out to determine what is right for your unique market. Another great reason to use quizzes is that you can segment your audience according to their answers. You might ask, “Do you have a dog or a cat?” Then you segment your list according to the responses. With sophisticated quiz programs, you can even have the subsequent questions match the two segments. So, your next question to the “dog” segment of responders might be, “How old is your dog?” Then offer answer choices like zero to one, under five years, under ten years, over ten years, etc. How does this help you sell more pet food? Well, puppies need different nutrition than older dogs. If you know how old their dog is, you can sell them exactly the right type of food. Also, if you know the quiz taker has a dog, not a cat, the ad on the next page should picture a dog. The quiz helps you segment your buyers, as well as pre-frame your offer. | 01 - Russell Brunson - DotComSecrets Book.pdf |
FIG 11. 2: Quizzes are great tools for engaging your audience and getting their brains primed for your sales page. Articles: I love to use articles as a pre-frame for cold traffic coming from a banner ad. These can be articles on your website, but I find they're more effective if they appear on someone else's site. It's like a third-party endorsement. Here's how it works. Someone clicks your banner ad and lands on a website with a pre-frame article. It might be a case study of how you helped an individual solve a problem. It might be an article about how your product works. Or it might not have anything to do with you specifically, but it sets up the problem and what is required to solve that problem. Then you add a call to action somewhere on the page. A call to action is simply where you ask the reader to do something: click here to learn more, subscribe today, get your free sample here. In an article, the call to action can be a simple link inside the text, a big button at the bottom of the article, a photo with a link, or a combination of these. Now, don't be unethical here. For a while, many Internet marketers used this technique successfully with fake news sites and fake blogs that they controlled. The FTC cracked down on that practice, and you really don't want them on your case. Use legitimate articles on legitimate websites. Encourage one of your best students to write an article about you, then use that as the landing page people will see once they click on a banner ad. News: Anything that's news or is perceived as news commands more attention than other reading matter. Our brains are programmed to pay special attention to anything that might be a threat. This is why everything on the evening news is a “Special Alert” or “Disaster Update. ” Each headline is phrased to get our attention and convince us a developing event is sure to destroy the world as we know it. If your pre-frame is attached somehow to a current news | 01 - Russell Brunson - DotComSecrets Book.pdf |
story, you'll automatically receive a bump in attention for as long as that story continues to dominate the news. For example, if you manage to tie your message to an upcoming election or natural disaster, people will see the connection and pay more attention to you as a result. The downside to this strategy is that the recognition can be short lived. However, the upside can be a massive upsurge in traffic while the story is hot. You can also design the web page to look like a news page. It might have a special bar with a headline on the bottom or a sidebar with a relevant side story. Marketers have found that just formatting their content to look like news can increase their credibility and pre-frame their offers nicely. Again, don't go crazy with this strategy, or you'll have the FTC on your case. Besides, it's just bad for business. Be ethical. Tell the truth. Fig 11. 3: Articles on news sites lend a feeling of authority to your products and services. Blogs: A blog post can be used to pre-frame most any topic. For example, maybe you work in a crowded industry with many competitors who all provide basically the same solution. You could write a blog post explaining how every other company is the same, while yours is different and better. You might write the article yourself and post it on your blog. But you'll probably get better results if you guest post it on someone else's blog, preferably a high-traffic blog with lots of visitors in your target market. Better yet, have the blog author post the article in their name so that you are not seemingly tied to it at all. I did this once | 01 - Russell Brunson - DotComSecrets Book.pdf |
with a successful student in the “make-money-online” market. I asked him to write an article detailing his experience using my products. He added a link to our offer, and we drove Facebook traffic to his blog post. The campaign worked great. It was engineered as a pre-frame, but the content was 100% true and ethical. Videos: You Tube videos make great pre-frame material, especially for testimonials. The video should agitate the problem for the viewer or educate them on some process or idea. The goal is to make them desire the solution you offer. Again, have the video appear on someone else's channel and drive traffic there. Then include calls to action that move people to your offer. The calls to action might be links in the description or comments, some pre-roll or post-roll footage, or even annotations in the video. Email: Pre-framing with email works well when you buy a solo ad or use JV partners to endorse you to their lists. No matter whose list you're mailing to, you're essentially borrowing their credibility to pre-frame you as a great person or to pre-frame your offer as a great solution. Once the pre-frame is accomplished, the call to action is a link in the email that readers can click on to get to your offer. With direct mail, this is done with a lift letter where the owner of the list writes an introduction telling his people how great you are or how well your product works. JV partners or affiliates do the same thing with email by writing an introduction for you or your offer. Fig 11. 4: Presell pages educate the visitor before they land on your sales page. | 01 - Russell Brunson - DotComSecrets Book.pdf |
Presell Pages: Sometimes you have to educate people before you sell to them. A presell page tells a story. It's a longer article used to give background information or education that prospects might need. Once they have this information, they are in the right frame of mind to understand and buy the offer. For example, maybe you sell email marketing software, but some of your prospects don't know what email marketing is or why their businesses need it. You might send them to a presell page on your website that explains exactly how email marketing helps grow businesses. Then you add a call to action, which will take them to your product offer. This strategy works great for affiliates who want to warm up the prospect before sending them straight over to someone else's sales page. QUALIFYING SUBSCRIBERS The next phase is to qualify your subscribers. Remember the goal here is simply to get people to opt-in to your list, subscribe to your newsletter, or request a free offer you've put in front of them. You're separating out the casual visitors from the people who are willing to trade their email addresses in return for more information. Pop-Ups: Remember years ago when those annoying little boxes popped up on your screen almost every time you visited a website? “Congratulations! You just won ... blah, blah, blah. ” They may have been annoying, but they worked like crazy to get people to opt in to a list. Thanks to pop-up blockers and ad blockers, this method became almost obsolete for years, and marketers all but abandoned them. But recently new types of pop-ups have been created that aren't as easily blocked, and we're finding that these pop-ups are becoming a good tool for building a list in many situations. The bigger problem is that some advertisers (like Google and Facebook) won't approve ads that go to pages with pop-ups. So this method doesn't work all the time, but pop-ups can be powerful tools under the right circumstances. | 01 - Russell Brunson - DotComSecrets Book.pdf |
Fig 11. 5: Pop-ups can still be effective if used carefully. Squeeze Page: The squeeze page is the simplest way to qualify subscribers. It was developed as a way to increase subscribers without using pop-ups. It's a simple opt-in page that requires people to give you their email addresses to get access to something on the next page (i. e., a free report or a free video). The only choices on the page are to subscribe or leave. The magic of a squeeze page is the complete lack of distractions. There are no ads to look at and no navigation menu tabs to click. People are forced to focus on your most important message— the one message you want to give them. And they have to make a decision: either give you their email address or leave the page. | 01 - Russell Brunson - DotComSecrets Book.pdf |
Fig 11. 6: A squeeze page has only one goal—to get the visitor to subscribe or request information. Squeeze Pop: The squeeze pop is a way to get people to join your list via a button on your blog or other web pages. When they click on that button, up pops a squeeze-page-style pop-up. If a visitor gives you their email address, they are taken to the next page. Squeeze pop buttons are great because you can place them in a ton of places, places where you traditionally wouldn't be able to get opt-ins, like articles and blog posts. Fig 11. 7: A squeeze-pop combines a clickable button with a pop-up web form. Free-Plus-Shipping, Two-Step Form: This type of web form takes advantage of buyer psychology and combines the “qualify subscribers” and | 01 - Russell Brunson - DotComSecrets Book.pdf |
“qualify buyers” steps into one sequence. Step one qualifies subscribers by asking for contact information (including email addresses). Step two qualifies buyers by asking for credit card information, usually to cover shipping costs. That is how my company structures most of our free-plus-shipping offers. Fig 11. 8: A two-step web form allows you to collect a name and email address on step one and credit card information on step two. Anyone who fills out step one of this form is automatically added to an email list and is qualified as a subscriber—even if he doesn't fill out step two. Webinar Registration: We often use free webinars as a way to generate leads. When people register for the webinar, they naturally need to give you their email addresses because you need to send them details about the webinar. If it's an automated webinar, they pick which day they want to watch, fill in their email, and Boom! A new subscriber is on your list. And because they signed up for a webinar, they'll be looking for your email. | 01 - Russell Brunson - DotComSecrets Book.pdf |
Fig 11. 9: Webinar registrations are a natural way to collect email addresses because people expect you to send them more information about the webinar via email. Free Account: Signing people up for a free account works especially well with software and membership programs. Create a membership site, or a “lite” version of your software, and give it to people for free. When visitors create an account to get access to the membership or the software, they are added to your subscriber list. Often times, these types of pages are very similar to squeeze pages, but because they are actually “creating an account,” you can get a lot more information and still keep your conversions high. Fig 11. 10: Free accounts allow you to collect more personal information about a subscriber like physical address and phone number. Exit Pop: An exit pop is, not surprisingly, a last-chance pop-up after people click away from your site. It asks if they're sure they really want to leave without subscribing. You may even make a special offer to people if they decide to | 01 - Russell Brunson - DotComSecrets Book.pdf |
subscribe before they close the exit pop. Once people leave your site, there's a good chance they'll never come back. So, you can afford to annoy them a little bit with an exit pop. It may be your last chance to keep them engaged with you. Fig 11. 11: You can use exit pops as a final appeal to the visitor to give you their email address. QUALIFYING BUYERS When we qualify buyers, remember that the goal is to get people to pull out their credit cards and actually pay for something. The first purchase is the hardest to get, so it's best to offer something of value for a very low price. Then, you can guide buyers up the Value Ladder as soon as you can. Here are my favorite ways to qualify buyers: Free-Plus-Shipping: This is my favorite way to qualify buyers (as you'll see in Secret #13). If you create a great product and give it away for free, it is the perfect bait and gets one of your products into the hands of a new customer. There is no better way than a free-plus-shipping offer to provide value up front and get the buyer interested in ascending. I feel like this tactic is the best way to find out which of your subscribers are also buyers. Trial: A very low-cost trial offer is a great way to get people to raise their hands and tell you that they're buyers. The easiest and most popular trial is offered for one dollar. Then, you bill them a few days later for the full amount— if they want to keep the product. To receive the trial, a visitor must pull their credit card out of their wallet and prove they are a buyer. This works best for | 01 - Russell Brunson - DotComSecrets Book.pdf |
items you don't have to ship, like digital downloads, software, or membership sites. Tripwire: Tripwires are smaller offers used to get buyers in the door. They are often a “splinter” of your core product. For example, you might pull out one module or one of the training sessions and offer it for a huge discount. Ryan Deiss and Perry Belcher made this technique popular. They usually use a very low-cost offer of around seven dollars per item. These can be physical products or digital downloads, depending on your market. Self-Liquidating Offers (SLO): These types of offers are usually a little more expensive—between thirty-seven and ninety-seven dollars. Often times, with free-plus-shipping, trials, and tripwire offers, you may actually lose money initially, although through your upsells you can often break even. With a self-liquidating offer, on the other hand, the goal is to have the frontend product liquidate your ad costs so that your upsells can become pure profit. Straight Sale: This is just a regular sale of a high-ticket item, from ninety-seven to five thousand dollars or higher. It usually takes a little more selling to convert these offers, so we typically only introduce this option to people who are in our warm market or who have gone through our initial funnels. It usually takes a stronger bond with the Attractive Character before people will make these larger investments. Many people ask me what type of offer they should use to qualify their buyers. Most of the time, I like to use the free-plus-shipping offer to qualify my buyers, but it doesn't always work. We tried this with our neuropathy supplement, and the numbers never quite worked out. So we changed it to a straight sale, and it worked great. Sometimes you try something that doesn't work, so you change the offer. Simply shift to one of the other building blocks, and you could have a winner. You have to test each product. Different markets respond differently, so don't give up on finding interested buyers too soon. IDENTIFY HYPERACTIVE BUYERS To figure out which customers are hyperactive buyers at the point of sale, I need to offer an upsell immediately after I qualify them with a low-cost or free offer. Here are my favorite ways to do that: Bumps: These are the little offers we add on to our order forms, and they have completely transformed our business. This concept is very similar to the experience you have in a grocery store checkout line. You see the candy bars, gum, and other little things that are all too easy to throw in with your order. My team does a similar thing with our order-form bumps. With two lines of text and a checkbox, we are often able to get up to 40% of our buyers to upgrade and pay an extra thirty-seven dollars or more at the point of sale. | 01 - Russell Brunson - DotComSecrets Book.pdf |
Fig 11. 12: Bumps are a subtle way to increase sales (sometimes dramatically). Just make a simple discount offer with a checkbox on the order form. One-Time Offers (OTOs): After someone has purchased any of your frontend offers, you can make them a special, onetime offer. The best OTOs are products that will complement the initial purchase. Often we'll make two to three separate offers to people after they buy, as long as the sequence of offers adds more value to the initial offer. | 01 - Russell Brunson - DotComSecrets Book.pdf |
Fig 11. 13: One Time Offers (OTOs) appear after someone has purchased your first offer. These are special deals they can only get if they act right away. Downsales: If the buyer says no to the OTO, you can downsell them with either a different product or a payment plan option on the original offer. Don't give up just because they said no to paying the full amount all at once. Often we find that up to 20% of people who say no to the special offer will say yes to a payment-plan version on a downsell. Affiliate Recommendations: These recommendations typically happen after buyers finish going through my upsale/downsale sequenece and have landed on the “thank you” page in my funnel. On this page, I will usually thank buyers for ordering and then link to other offers that would likely serve them. Let's Review: Do you see how these blocks work to build a system that benefits your company? Simply go through each phase in the funnel and choose which block you want to try. You'll soon discover the ones that work best in your market, and you'll rely on them over and over. But don't forget to test out some of the alternatives now and then. You never know when a straight sale will beat out a trial for a particular offer—unless you test it. I encourage you to split test different blocks for all your offers. I know split testing can be intimidating for some, and the software can be expensive. But I think it's so important to the long-term growth of your business that we included simple split testing options inside Click Funnels to make it super easy. Up Next: New ideas for building blocks are being developed all the time, but these listed above are the most common and most effective, I've found. Now that you know | 01 - Russell Brunson - DotComSecrets Book.pdf |
what the blocks are, we can start building actual funnels. In the next chapter, I'm going to discuss which types of funnels we use on the frontend of our Value Ladders, the ones we use in the middle, and those we use for the backend. Understanding this will help you to better understand how to use each of the funnels I will be giving you later. | 01 - Russell Brunson - DotComSecrets Book.pdf |
SECRET #12: FRONTEND VS. BACKEND FUNNELS Now that you know the building blocks, all you have to do to build your own funnels is put them together. You can combine them any way you like, but I have seven tested and proven funnels that I use all the time with my mastermind clients and with my own companies. We use them over and over and over again, and they work. In section 4, you're going to learn how each of these funnels functions. But before we go there, you need to see how we use different funnels for different steps on the Value Ladder. Funnels have a psychology behind them, and you need to use a different psychological approach for a low-priced, introductory product vs. a high-ticket package. Product Awareness Continuum: The basic psychology goes back to the product awareness continuum we discussed when we were talking about traffic temperature in Secret #9. Fig 12. 2: How you speak to your prospects depends on where they are on the product awareness continuum. Cold traffic is probably only aware of the problem they are facing. They don't know | 01 - Russell Brunson - DotComSecrets Book.pdf |
1. 2. 3. you or your products, so they need to start at the front of the Value Ladder with a low-level funnel, like a Free-Plus-Shipping or Self-Liquidating-Offer Funnel. These funnels are proven to work on cold traffic, people who don't know you or the solution you're providing. These potential customers will start to warm up to you after they start going through your communication funnel—building a bond with the Attractive Character. As they do, you can start introducing biggerticket products through the funnels we use in the middle of the Value Ladder. I like to sell these mid-priced offers using a Perfect Webinar Funnel, Invisible Funnel, or Product-Launch Funnel. Each of these takes the time to go into more detail about the solution you're providing with your product, so the sales funnel is a little different. Hot traffic already knows you, likes you, and trusts you. They know your products, so it's time to direct them to the backend as you focus on the highest level of service you can offer. Because these offers have a greater price, you probably aren't going to be able to close many sales using online methods alone. You need to change the selling environment and get the prospect on the phone or to a live event. My favorite funnel for moving people from the computer to the phone is the High-Ticket, Two-Step Funnel. In the upcoming chapters, I'm also including my favorite sales scripts to help you write the sales letters and videos you'll need to include in your funnels. You'll want to tweak them by adding in the details for your company and your market. Think of these scripts like a framework—all the elements you need are there, and you simply add in the details. Before we go through these funnels and scripts, there are a few things to keep in mind: These funnels start on the landing page. They do not cover the traffic temperature or the pre-frame bridge. They are the sales mechanisms designed to move a person from being a completely anonymous visitor to becoming a paying customer. Traffic and pre-frame are important elements, too, so be sure to consider them carefully when deciding which funnel to use. When you're ready to “age and ascend” customers on your Value Ladder, all you have to do is create a new funnel. The people you age and ascend will now be considered warm traffic, so you can treat them like old friends and approach your funnels from that perspective. 3. Some of these funnels and scripts are short and sweet. Some are very long and involved. Generally, the higher up on the Value Ladder you are, the more selling you have to do and the longer your script will be. Although, if you have hot traffic, you can sometimes get away with a less involved script. THE BIG PICTURE | 01 - Russell Brunson - DotComSecrets Book.pdf |
Fig 12. 3: The core funnel moves people from the traffic stage all the way up the Value Ladder. Before we move on to the individual funnels, let's zoom out and look at the big picture, how everything we've talked about so far ties together. Figure 12. 3 shows the overall framework of each of our companies. Traffic that we control, we drive to a squeeze page. Traffic that we don't control, we drive to a blog where the top third of the page collects email addresses. As soon as someone joins, through either of those sources, they become traffic that we own, and we start sending them the Soap Opera Sequence so that they can build a relationship with the Attractive Character. When that sequence is done, we start sending daily Seinfeld emails to help them ascend through the other offerings on our Value Ladder. Now, immediately after a person joins my list, through either the squeeze page or the blog, they are taken to my first frontend offer. This is the offer I use to qualify my buyers. Those who purchase that product will immediately see a few point-of-sale upsells. After that initial transaction is over, my email sequences will start to encourage people to purchase other products as they ascend my Value Ladder and join my continuity programs. I will use different types of funnels to sell people different products in the Value Ladder. Figure 12. 3 shows you the overview of everything we've discussed so far at a higher level. This is how I view companies when I first start working with them. After I see what a business looks like from this highlevel view, I can easily see what is broken and then dive into the specifics to get the results the owners want and need. I encourage you to take what you've learned so far, along with what you are currently doing in your company, and use this image to find your holes. Determine what you need to change or create in order to build your solid foundation. | 01 - Russell Brunson - DotComSecrets Book.pdf |
SECRET #13: THE BEST BAIT I have one last thing to share with you before I give you access to my seven proven funnels. I think if you understand this one crucial concept, it will change how you build your sales funnels. When I discovered what I am about to share, it literally changed my company overnight. I went from making about thirty thousand dollars a year online to making over seven figures in less than eighteen months. THE ONE-HUNDRED-VISITOR TEST Back when I was twelve years old and a newly addicted junk mail collector, I remember calling 1-800 numbers every day and ordering free information. It didn't matter what the information was about—it was free and I wanted it. Free samples and free trials are everywhere, online and off. Why? Because they work like crazy to get people's attention. Humans just can't resist the word FREE. If you haven't read the book Predictably Irrational by Dan Ariely, I highly recommend you pick up a copy and read it. In this book, the author talks about an experiment studying the effects of the word free on buying behavior. You can read about the entire experiment in his book, but here's the relevant part for this chapter: Researchers offered a group of students a Lindt Truffle for twenty-six cents | 01 - Russell Brunson - DotComSecrets Book.pdf |
and a Hershey's Kiss for one cent and then observed buying behavior. They found that about 40% of participants went for the Kiss, while 40% chose the Lindt Truffle. When researchers dropped the price of both chocolates by one cent, suddenly 90% of the students took the free Kiss, even though the relative price between the two was still the same. Researchers also ran tests in which they lowered the price from two cents to one cent to see if it increased demand for the Kiss, but it didn't. They ran other tests where they lowered the price from free to negative one cent, but they still didn't see any changes in buying behavior. They ran this same experiment over and over on college students, children, older adults, and more, yet the results stayed the same. There was power in free! I thought that was a pretty cool concept, and it got me excited to implement this concept in my company. I asked myself, How can I offer something in my business for free? If everyone in my industry or my town is offering discounted products, but I can offer mine for free, suddenly the majority of people are going to choose me. So, how can I structure my offer to give something away for free? I started trying things out and testing the results to see which offers I could give away to get the biggest response. Eventually, I came up with my own experiment to test the effects of offering something for free. I call it my One-Hundred-Visitor Test. I ran it many times in different environments with different target audiences and products, and the results were pretty consistent in almost every test we ran. While we ran this test with hundreds of thousands of website visitors, I broke it down and simplified the findings to show what our core numbers looked like for every hundred visitors we sent through this test funnel. Here's how it worked: I sent one hundred people to a website where they could purchase a product. The product was offered for $197. We paid a talented copywriter and tested different pitches until we got a high-converting page. After all the testing and tweaking, we wound up getting about 1% of cold traffic to convert and buy the product. So, for every one hundred visitors, we made $197, and we got one new customer on our list. Most marketers would consider that result about average. Then we started shifting things around and experimented with offering something for free. We wanted to see how this new offer would change the metrics and our income. So, we splintered off one of the best parts of our product and put it into a form we could ship to our customers for free if they'd help cover the shipping costs. We offered to put this information on a CD, a DVD, or a book. After people signed up for the free-plus-shipping offer, then we'd immediately upsell them on the same $197 product we were trying to sell before. I figured I would lose money because I was making people pull out their credit cards and buy the free-plus-shipping offer before they even saw the $197 offer. I mean, if only one-tenth of potential customers ever even saw the $197 offer, logically I should make less money, right? Here's what happened: We sent people to the website, and on average, a whopping 8% of people purchased the free-plus-shipping offer. (Remember, that's up from 1% on the original page. And the free-plus-shipping page needed almost NO copy to sell, whereas on the original $197 page, we had to include really convincing text to persuade | 01 - Russell Brunson - DotComSecrets Book.pdf |
people to buy. ) Now, this is where the magic happens. Because the customer had ALREADY pulled a credit card out of their wallet and made a commitment towards the concept we were selling, about 25% of free-plus-shipping customers bought the upsell offer. That means we made $394 per one hundred visitors, and we got eight new buyers on our list. I almost doubled my money and got seven times more customers by adding in a free-plus-shipping offer! Pretty cool, huh? I don't know what it is about buyer psychology, but once you get someone to say the first yes, it's so much easier to get the second yes. It's a slippery slope. You get them started by saying yes to a small thing, then they are much more likely to say yes to a larger thing later. People ask me if they can just sell (or just give away) a digital product instead of the free-plus-shipping offer. The answer is yes, you can, but you are missing out on some very powerful things. I like to make the free offer physical because it gives me the ability to use the word free, while also requiring the interested customer to pull out their credit card to pay for shipping and qualify as a buyer. If I decide to sell this as a digital product for a small price, then I lose the power of free. And if I just give it away free digitally, then I lose the power of qualifying the buyer when they pay the shipping costs. I also lose the ability to do a one-click upsell on the next page. Does that make sense? Over the years, this concept has continued to evolve, as you'll see in the coming chapters showing you the funnels. My team started adding multiple upsells after the initial free-plus-shipping offer, and we saw a huge increase in revenues. We also created sales scripts that work almost universally across most of the markets we've tested them in. You'll get to learn more about those funnels and scripts and the evolution of our process in the next section of this book. However, the biggest advancement we stumbled upon was the order form bump. Let me explain how it works. THE FREE-PLUS-SHIPPING ORDER FORM BUMP After many initial tests, we started testing our free-plus-shipping concept against our thirty-seven dollar products. What we found is so simple, yet it has been one of our biggest secrets to increasing our frontend revenue with almost no effort. We took our thirty-seven dollar products and tested them against a free CD—a simple audio recording teaching one of the most exciting concepts from the product. We started driving traffic to both landing pages, and we found that, on average, we could get about three times as many customers to pay shipping for the free CD. So, we had three times as many customers following the “free” route and that meant three times as many people were now seeing our upsell path. But we were missing out on getting our forty-seven dollar product into the hands of our customers and losing the extra up-front revenue from this frontend product. In other words, we were getting more frontend customers, but our average cart value (how much money you average from each | 01 - Russell Brunson - DotComSecrets Book.pdf |
person who goes through your funnel) was lower, making our revenue come out about the same. Fig 13. 1a: Order form bumps take about five minutes to implement and can dramatically improve your bottom line. And that's when we discovered the order form “bump. ” We found that by adding a small box on the order form AFTER someone fills in their credit card information, but BEFORE they click on the submit button worked miracles. The small box offered to add the thirty-seven dollar product on to the order. We wound up with an average of about 34% of our customers adding the thirty-seven dollar product to their order! This meant that by using a free-plus-shipping offer, we immediately got three times as many customers, and by adding the forty-seven dollar order form bump offer, we were also able to get about one out of every three people to also order the more expensive frontend product. This new tactic gave us almost the EXACT same frontend revenue, but it brought three times more people through our upsell flow. This little secret has allowed us to spend more than our competitors in almost every market we've ever entered. Even if you don't use a free-plus-shipping offer on your frontend (and I think you're crazy if you don't), adding this order form bump to every order form will dramatically increase your cart value with almost zero effort. DOTCOMSECRETS LABS | 01 - Russell Brunson - DotComSecrets Book.pdf |
Fig 13. 2: This is a real example of a free-plus-shipping offer “we made on my book 108 Proven Split Test Winners. Let's look at a real-world example of the free-plus-shipping principles in action. On the page shown in figure 13. 2, people can get a free physical book titled 108 Proven Split Test Winners. It's one of the best products I've ever created, and I was originally going to charge $997 for it. But after fighting with myself for a few weeks, I finally decided to follow my own advice. Instead of charging the amount I thought it was worth, I resolved to get it into the hands of as many people as possible. So I made it a free-plus-shipping offer. I knew when I created it that anyone who got this product in their hands would be a raving Russell Brunson fan for the rest of their life and would want to ascend my Value Ladder. On the order form we added a “bump” for our Conversion Krusher template for just thirty-seven dollars. Then after someone purchased the book, our first upsell was our Instant Traffic Hacks product for $197, our second upsell was my Perfect Webinar product for $297, and our last upsell was my High-Ticket Secrets program for $997. We started to drive traffic to “sell” my free book, and the results that came back were amazing. For each free book we gave away, we averaged about sixty-six dollars in immediate revenue from the upsells! With numbers like that, just think how much more I can spend to acquire customers. And once we acquire someone as a customer, we continue to lead them up our Value Ladder to other products and services. So the revenue only continues to grow. HOW DOES THIS WORK IF YOU'RE AN ... Author, Coach, or Consultant: Think of the most amazing results you could get for your clients, the one thing that would really solve their biggest problem, and put the information into a book, CD, or DVD. You may hesitate and feel some resistance to this suggestion. Many people think, Oh no, I can't give that away ... it's my secret sauce! Trust me. Give it away for free, and you'll reap the benefits on the backend. | 01 - Russell Brunson - DotComSecrets Book.pdf |
e Commerce Business: Tailor this concept to your space. For example, if you're selling something like birdcages, you could give away a CD titled How to Teach Your Parrot to Talk. Or, maybe you sell custom suits; you could offer free cuff links. See how this works? Network Marketer: For this niche, you could create a CD or DVD showing your secret method of finding leads or converting them into distributors. You can then use this bait to attract people who are already interested in network marketing and who you know will make great distributors for your team. Affiliate Marketer: Create your own informational CD or DVD to give away and build your own list and then sell other people's offers on the backend. You can even interview someone with more knowledge about the industry for your free-plus-shipping offer. Offline Business Owner: Think about your business and the problems you help to solve. Figure out the biggest problem for your potential customers and share your unique solution. Record that solution on a CD or DVD and give it away as a free-plus-shipping offer. Or find a physical product you can offer for free-plus-shipping—anything that will attract consumers and get buyers into your Value Ladder. Let's Review: The secret to converting cold traffic is leveraging the power of free. Whatever you're sharing in your free-plus-shipping offer, it can't be boring, general knowledge. It has to be unique, sexy, or fun—the more unique, the better. Using free-plus-shipping offers is the fastest way to qualify your buyers and get people into your Value Ladder. Remember, if someone isn't willing to pull out a credit card and pay a few bucks for shipping on your product, then they probably aren't going to buy your other products either. Up Next: Now that we've covered all the strategy behind Value Ladders and how to turn those into sales funnels, would you like to see the seven core sales funnels we use in our companies, as well as the exact scripts we use to sell each of those products? In the next section, I will be revealing the nuts and bolts behind building your winning campaigns. | 01 - Russell Brunson - DotComSecrets Book.pdf |
SECTION FOUR: FUNNELS AND SCRIPTS | 01 - Russell Brunson - DotComSecrets Book.pdf |
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IMPORTANT NOTE Before we start this section, I want to point out that each of these funnels, and their accompanying scripts, serve a different purpose. I use all of them at different points in our company and at different levels of our Value Ladder. I also want to mention that both the sales funnels and the scripts are just a framework that form a starting point. Once we get the basic framework of a funnel working, we add on other components to grow it into a larger, more complete sales funnel. For example, for the Free-Plus-Shipping Funnel I described in the last chapter, we added an order form bump as well as three upsells or one-time offers (OTOs) to build the final funnel. The scripts I'm giving you in this section are also just a framework. You need to add in your personality, the elements of your Attractive Character that will make these static scripts come to life. So use these funnels and scripts as the starting point, but don't be afraid to tweak them for your company's needs. One of the biggest questions I get about funnels is this: How in the world do I actually build these out so they all flow together the way they're supposed to? I don't want the technology factor to get in the way of implementing what you've learned in this book. Each of the funnels I'm about to show you can easily be built out in Click Funnels. com. In section 5, you will get a full tutorial on how to use Click Funnels to build out these funnels. | 01 - Russell Brunson - DotComSecrets Book.pdf |
FRONTEND FUNNELS | 01 - Russell Brunson - DotComSecrets Book.pdf |
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FUNNEL #1: TWO-STEP, FREE-PLUS-SHIPPING The Two-Step Funnel works really well for the free-plus-shipping offers we discussed earlier. The first page typically has a video using the Who, What, Why, How script you'll see below. Then the page asks visitors, “Where should I ship this?” They fill out the shipping address form (that's step one) and then move on to step two where they fill in credit card information for the shipping and handling charge. It's important that you mention on the first page that the buyers will be charged for shipping and handling. Otherwise, it's very unethical, and you'll upset your customers before they even have a chance to get into your Value Ladder, which is never a good idea. As we mentioned before, adding an order form bump on step two is a great way to increase frontend revenues. Now, not everyone who fills out step one will fill out step two, so I capture the email address on the first step. That way, I can follow up with them later and ask them to go back and fill out the rest of the form. After the visitors fill out the second step and click the submit button, you take them to a special, one-time offer (OTO), which presents an opportunity to upgrade the order. I'll explain the psychology behind how to structure your offer for the OTOs when I share with you the sales script we use. Figure 14. 1 shows one OTO, but often we'll have two or three upsells and downsells in our funnels, so you don't have to limit yourself to just one additional offer. The psychology behind this funnel is amazing. People are more likely to fill out the first step because they don't see a long form asking for credit card information. Then once they do get to the credit card form, they keep filling it out because their brains are already committed to the process. Interestingly, I often find conversions to be higher on step one | 01 - Russell Brunson - DotComSecrets Book.pdf |
than on a regular email squeeze page, even though I'm asking for an entire shipping address instead of just a short email. This is probably because receiving something physical in the mail has a higher perceived value than receiving digital information via email. You can see a live example at www. Dot Com Secrets Book. com/resources/cfdemo. THE WHO, WHAT, WHY, HOW SCRIPT This is the script I typically use with the Two-Step Funnel. Inexpensive offers like free-plus-shipping items usually don't require a long, involved sales letter. You need to hit the main selling points and build credibility as quickly as you can. Just create a little video, answering these four questions, and maybe add in a text version on the page. Present step one on the order form, and you're all set. This is a short and simple script that answers the main questions likely on the prospects' minds as they look at a low-end offer. Who: Who are you? Introduce yourself very briefly. “Hi, I'm Russell Brunson, founder of Dot Com Secrets. “ What: What do you have? Introduce your product or offer briefly. “I've got a free DVD that's going to show you_________________. ” Why: Why do they need it? Explain the benefits of the offer. “If you've been struggling with_, then you need this DVD because it will ___________. ” How: How can they get it? Walk them through the order process so they know what to expect. “Just fill out the form on the side of this page. Let me know your shipping address, and I'll send it out right away. “ The Catch: Tell them why you're offering this product for such a low price. People | 01 - Russell Brunson - DotComSecrets Book.pdf |
always think there's a catch. So instead of avoiding the topic, let them know, in clear terms, that there is no catch. “There's no catch. I'm doing this because ___________. All I need for you to do is to help with shipping and handling charges. ” Urgency: Explain why they should order this product right now. “I only have a very limited number of copies, so don't be left behind. ” “This offer ends at midnight on ___________. Don't wait. “ Guarantee: Reverse any risk in ordering the product. “If you don't love it, I'll refund your money, and you can keep the DVD. ” Recap: Remind them what they are getting and why. “One more time, here's what you're getting:__. ” Let's Review: The Two-Step Funnel is great for converting cold traffic and getting a visitor to qualify as a subscriber and buyer. The sales process is short and sweet because you're selling something at the low end of your Value Ladder. Up Next: Now, after they have made the initial purchase, use a different script to sell the special, one-time offer. Let's look at that script now. THE OTO SCRIPT OTO stands for One Time Offer. It's a special offer you make to people who just purchased a product from you. We use this script for the OTO on all of our offers (not just the Two-Step Funnel), so know that you can and should use this script for any upsell situation. In the past, I would try to use a longer sales process in the OTO, but I never had great conversions with the longer version. It wasn't until my team wrote our script so that the focus is more on confirming the initial purchase and then quickly convincing them to say the second yes that we saw dramatically better results. Usually this OTO video is only | 01 - Russell Brunson - DotComSecrets Book.pdf |
three to five minutes long, yet it will close people on price points from ninety-seven dollars to two thousand or more. Now, one of the keys you need to understand before you use this script is how to structure your OTO. Getting the second yes is 80% offer structure and 20% script. So here are a few guidelines to make sure you structure the offer correctly. Rule #1: Don't Sell More of the Same Thing. This is the biggest mistake most entrepreneurs make when it comes to upsells. They try to sell more of what the customer just bought. Instead, if the customer bought an ebook titled How to Lose Weight by Juicing, your next offer shouldn't be another juicing product. In the visitor's mind, he has already scratched that itch, so offering more of the same rarely works. Rule #2: Don't Sell a Random Product. The next worst thing to selling more of the same is to sell a random, unrelated product. I see this all the time. Yet, if there is no logical connection between the frontend product and the upsells, you will kill your conversions. Rather, structure your upsell offer in one of these three ways: Sample Structure #1: The Next Thing. This is my favorite way to do upsells. If a guy just purchased your book, How to Lose Weight by Juicing, what is the next logical product he needs to buy from you to reach his goals? He just secured a way to learn how to juice (so that itch is scratched). But remember that he is juicing to lose weight. So, outside of juicing, what else will help him to accomplish his weight-loss goal? Is it a weight-training manual? Would he be interested in a cardio-related product? Those types of offers will convert well because it's the next thing the new customer needs in order to accomplish his core goal. This is what my team did on the backend of our Dot Com Secrets Labs book. The frontend product sold conversion secrets to a buyer obviously interested in Internet sales, so the two upsells were related to traffic and then sales. Sample Structure #2: Do It Faster. If you have a way, a tool, a technique, or a software program that complements the initial offer and helps the customer get results faster, then the “Do-It-Faster” upsell is the right type of offer. The one key point to remember is you do NOT want to say the initial program won't work without this upsell. There is no better way to upset your new customers than to tell them that what they just bought from you is incomplete without buying more. Sample Structure #3: Need Help? This type of upsell pushes people farther up your Value Ladder to your high-end offers. It presents a way to get specially tailored insight from you. Here we are asking the buyers if they want help implementing what they just purchased on the frontend. Now that you understand proven ways to structure the upsell, let me show you how to use the OTO script. Below is a pattern of dialogue you can use to create your own OTO script. While you should tweak the language to match your individual offer, try to follow the order I have provided. I already organized the crucial elements for you, start to finish. Confirm Initial Decision: It's important to put any possible buyer's remorse to rest by reinforcing the decision to purchase the initial offer. It's also important to make sure you keep an “open loop” at this stage. We used to say things like, “Congratulations, your | 01 - Russell Brunson - DotComSecrets Book.pdf |
order is complete,” before we made the upsell offer, but this language closed the sales loop. The prospect's brain was thinking, I'm finished, and it was hard to get that second conversion. But once we changed that language to, “Wait! Your order is not yet complete,” the sales loop remained open, and our conversions went up. Why? Because subconsciously the reader was still open to being sold on something else. Pretty cool, huh? Congratulations on purchasing ____________. Your order is not quite finished yet. Smart => Why: Tell the buyer he's made a great decision by making the first purchase and why. You've made a smart choice, and here's why ... You ordered this because you wanted __________, and that's exactly what it's going to do for you. 3x 2x Question: Ask the buyer if he'd like to speed up his results. How would you like to get three times the results, twice as fast? How would you like to get ___________ (results) in ___________ (time: days or weeks)? Exclusive: Explain why this OTO is not for everyone. This offer is NOT for everyone. We're only making it available to you because you proved you're an action taker when you took advantage of ____________(initial offer). So I'm going to make you a special, one-time offer that's only available right here, right now. Results, Fast, Speed: Explain that this OTO will complement the original purchase by delivering better results, faster. What I'm going to share with you right now will help you to get the results (fill in the results the customer is wanting) you're wanting in half the time. The One Thing: Here you need to find the One Thing in your product that is the key to the buyer's success. This part is often tricky because it is tempting to explain everything about the offer. But if you do that, you will kill the sale. You need to figure out the One Thing that is the most valuable and will yield the best results. For example, in my OTO selling my “Perfect Webinar” system, I have over twenty-four hours of videos. But instead of telling the buyers everything they will learn, I focus on one thing, a special close the video demonstrates called “The Stack. ” I explain what it is, how much money it has made me, my results, and what type of results the buyer can expect from this “One Thing. ” I have another product called ___________. I don't have time to go over everything inside of the product because we could be here for hours, but one of the strategies inside that will give you the results you're looking for FAST is ___________ . Let me explain to you what it is and how it can help you. (Insert explanation. ) And that is just ONE of the things that you'll learn with this product. Future Pacing: Help the buyer imagine achieving goals faster and with greater ease. Can you imagine what your life will be like when you have ___________ (the One | 01 - Russell Brunson - DotComSecrets Book.pdf |
Thing)? Call to Action (CTA): Tell the buyer how to order the special offer. So click the button below right now to add __________to your order. Guarantee: Reverse the risk he may be feeling with a guarantee. I guarantee ___________ or ___________ . Value Stacking: Add in valuable bonuses. Here's a trick for creating bonuses: take the most valuable part of your product—the thing people want MOST—pull it out, and offer it as a free bonus. People can't resist getting the thing they want most of all for “free. ” If you act now, you'll also receive ___________ , (worth $_______), for FREE. And ____________. (worth$________),for FREE. And __________, (worth $_______), for FREE ... Scarcity: Give them a reason to order right now! Make this a truly one-time offer. This ___________ (product name) is available on my website for ___________ (higher price). But right now, you have this ONE CHANCE to get it for only_. This one-time offer is only available right here, right now. When you leave this page, it's gone forever. Second CTA: Repeat your call to action. Don't miss your chance to _________faster and easier than ever. Click the button now. Testimonial Rush: Add in testimonials about your product—more is better. Don't just take my word for it, take a look at what others are saying... That's the framework for the OTO script. Now, just like the other scripts, this is a guide to show you the path you need to lead your customers down to put them in a state where they will purchase. You have some freedom to add in your own personality. Remember, your Attractive Character is essential to making these scripts come to life. So use the script as a guide, but insert your own personality for maximum conversions. | 01 - Russell Brunson - DotComSecrets Book.pdf |
FUNNEL #2: SELF-LIQUIDATING OFFER Typically, we use the Self-Liquidating Offer (SLO) Funnel when we are trying to sell a product that's priced anywhere from twenty-seven to ninety-seven dollars. The main goal is to have this frontend product cover the expenses of buying traffic. You hope to break even. That is why we call it a “self-liquidating offer”— because if you structure it right, you won't have any traffic costs, and your upsells become pure profit. In general, a free-plus-shipping offer will lose money on the frontend offer, but will use the upsells to break even or even make a profit. In contrast, SLOs should break even before any upsells. First, you're going to attract people with a free video, report, ebook, or other lead magnet on your squeeze page. Typically, my “bribe” to get them to give me an email address is something that I'm going to show them on the next page in a video or a sales letter. Then, once the visitors subscribe to your list, they land on your SLO page, which sells your core offer. This is generally a video or a long-form-text sales letter, presenting your SLO using the Star, Story, Solution script described below. Because the price point is so much higher than a free-plus-shipping offer, you normally have to use a longer script to get your visitors comfortable enough to make a purchasing decision. That is what the Star, Story, Solution script does. On the order form, you can add an order form “bump,” and then take them into your OTO sequence using the same OTO script I gave you earlier. I love the Star, Story, Solution script because it helps to introduce your new visitors to your Attractive Character while you are selling them your product. STAR, STORY, SOLUTION SCRIPT | 01 - Russell Brunson - DotComSecrets Book.pdf |
I didn't invent the concept of the Star, Story, Solution script. I first heard it when I was interviewing a guy who had made one million dollars in twenty-three months selling supplements. He said there was a script he used to sell all of his products. The script formula was so simple! First, you need a star (I call this person the Attractive Character), then you need a story that agitates a problem, and finally you need to provide a solution (your product). I thought it was a powerful format, but it took me almost ten years to figure out how to frame each section of the script. After I figured out how to lead a prospect through each section, I was able to build out a framework that my companies (as well as hundreds of our clients) use over and over again. Sometimes it's easy to feel overwhelmed with all the pieces in this script—there are forty-four! But take it one piece at a time, and you'll be fine. Each piece can be as short as a sentence or two, while others might be longer as you find places to interject your true stories, which define the Attractive Character. Just think of the forty-four pieces as stepping-stones along the path to the sale. You can write as much—or as little—as you like for each piece. If you follow the script, you'll have a great sales letter by the time you get to the end. Let's go through the scripts for all three sections: star, story, and solution. SECTION 1: STAR | 01 - Russell Brunson - DotComSecrets Book.pdf |
1. Pattern Interrupt: This is usually the first thing prospects see. It's important to grab their attention, get them out of their current environment or activity, and suck them into your sales copy. This isn't always easy to do! But using a pattern interrupt helps. Here's an example of a successful pattern interrupt we used for our pornography addiction product: It happened again, didn't it? To you ... or someone you love. I know your story ... Everyone's situation is different, but the results are usually the same... Often the “core-desire questions” in step two can also work as my pattern interrupt. I've seen a lot of people who will start their sales videos showing a strange picture of an unusual object, and then say something like the following: “What does this strange turtle have to do with your_? I'm going to show you in this video, but first... ” 2. Core-Desire Questions: Through a series of questions, you get prospects thinking about the things they desire most. These questions move the brain to the topic you want to discuss, which is the outcome or results they wish they could achieve. Here's an example of core-desire questions from one of my List Hacking products: I've got a quick question for you ... Have you ever wanted to work from home? Own your own business? Come on ... you know you want that lifestyle ... the one that everyone talks about ... Where you can work from home in your underwear ... Or on a beach with your laptop ... 3. Agitate Past Failures: If prospects are taking the time to read your sales letter, chances are pretty good that this isn't the first time they've thought about solving this problem. If they already had the desired results, they wouldn't be searching online or clicking ads for your product, would they? So, you already know they've probably tried to achieve the result and failed. This part of the sales letter agitates that failure in their brains. Here's an example: So ... why hasn't it happened for you yet? Come on ... admit it. This isn't the first time you've been looking for a proven way to make money ... is it? When is it your turn? 4. Big Promise/the One Thing: Here's where you introduce your big promise, the One Thing you're going to focus on for the rest of the sales letter. When you watch this video to the end, you're going to discover ___________ . 5. Introduce the Star: Right after you introduce your big promise, you want to | 01 - Russell Brunson - DotComSecrets Book.pdf |
introduce the star of the story. The star is the Attractive Character. I usually use the reluctant hero persona as my Attractive Character's identity. But remember you can use the leader, the adventurer, the reporter, or any other archetype you think works for your product and your market. Hey, my name is Russell. And a few years ago, I was just like you ... SECTION 2: STORY Now it's time to transition into the second section of the sales letter, your Attractive Character's story. If you've already written your Soap Opera Sequence, this section will seem very familiar. 6. High Drama: Whenever you're telling a story, you want to start at the point of high drama. Don't start with, “Well, I woke up and had eggs for breakfast ... then I got dressed and went to work ... blah, blah, blah. ” Do start with, “The gun was in my face. I was staring down the dark barrel, and I could see the bullet in the chamber. My heart pounded in my ears, and rivers of sweat streamed down my face ... ” Think about your favorite movies. Do they start at the very beginning of the story, way before the main event occurs? Probably not. A good movie, like a good story, starts at the point of high drama. The same works for your sales letters. Present your Attractive Character at a moment that is powerful, dramatic, and compelling: I crawled out from under my desk, almost hitting my head as I grabbed the phone... “Hello,” I muttered. “WHAT THE #@%#^$@ ARE YOU DOING!?” responded the stranger on the other line. Confused, I asked him what he was talking about. “In the past six hours, we have received over thirty spam complaints from YOUR IP | 01 - Russell Brunson - DotComSecrets Book.pdf |
address ... Russell, you're a SPAMMER, and we're shutting off your Internet access. ” “What!?” I was so confused ... I got a lump in my stomach as I hung up the phone and realized that I now had to explain to my new wife of just six weeks that I'm the reason our Internet is shut off. 7. Backstory WALL: Next you want to fill in the backstory that led up to the point of high drama. How did you, or your Attractive Character, get there? It's important that the featured character eventually hit a wall, a point where he was completely stuck. This, by the way, is where your prospects probably are right now. They have likely tried to make money online or lose weight or get whatever result you're promising, but they can't seem to get the result they want. It feels hopeless. You see, just six hours earlier, I had “officially” started my new business as an email marketer ... Or so I thought ... I had been trying to learn online marketing for almost a year now, and I kept hearing people talk about how the MOST IMPORTANT thing you can have is ... Your own email list. It made total sense to me. I did the math. If I had ten thousand people on my email list, and I was selling a five-dollar product, then I ONLY had to get 1% of them to buy ... In order to make five thousand dollars ... (1% of 10,000 was 1,000 people x $5 = $5K) It made total sense ... right? And I saw others doing it. All I needed was an email list. I just had no idea how to get one ... 8. Identify the Problem: Now reveal the problem. Let them know why your Attractive Character was stuck (which is also probably the reason they are currently stuck). In fact, the more closely you can relate your Attractive Character's problem to the readers' problems, the better. The problem I had was _______________. 9. Epiphany OR Declaration of Independence: Once the AC pinpoints the problem, it's usually not long before they have an epiphany or decide to make a major change in their behavior or mindset. For example, your Attractive Character might have an epiphany that to make money online, he has to build a list. Or in order to lose weight, he has to change his eating behavior once and for all. And that's when I had my big “Ah-ha” moment... | 01 - Russell Brunson - DotComSecrets Book.pdf |
That's when I decided I HAD to make a change. 10. Your Path to Finding the Ultimate Solution: Take the reader along your journey. Describe some of the different things you, or your AC, tried before you found success. So, first I tried ______________. That didn't work at all. Then I tried ___________, and it was a little better... 11. First Sign of Success: Let the reader see you start to succeed. Some of your prospects might be experiencing this feeling at the moment; they might be right on the cusp of early success. You want them to see you go through this step so that they know you've moved through it to the ultimate success, and they can, too. And that's when I finally tried ____________. And guess what? This time it worked! 12. Conspiracy: Show them how you finally realized that the cards were stacked against you from the start. Your prospects are probably convinced that the cards are currently stacked against them. Because they believe it, you need to address this fear through the Attractive Character's story. And that's when I realized it wasn't my fault! It's because of ___________ . No wonder I was struggling! 13. The Big Lie: Explain why it's not their fault that they haven't succeeded before now. For years, they had been telling me __________, and when I figured out that it wasn't true, I was finally able to break out of their chains and get the results I deserved. 14. Common Enemy: This is who or what is really to blame for the big lie that was holding the AC back and blocking his success. The real problem is ___________ . They were the ones keeping me from ___________ . 15. Rapid Growth: Now show them how fast the AC progressed once he realized the truth. Once I realized ___________ , that's when we started to ___________ really FAST! 16. Case Studies: Highlight the stories of others who've had success similar to your or the Attractive Character's story. But it wasn't just me. Take a look at what ______________. has done for others. 17. Hidden Benefits: Explain the benefits you didn't expect that have resulted from the product/discovery you are describing to the reader. I didn't realize when I started that not only does it __________, but it also | 01 - Russell Brunson - DotComSecrets Book.pdf |
___________,__________, and ___________ . SECTION 3: SOLUTION Now it's time to bring it all together and wrap up your pitch in a nice, neat package (that the readers can buy). 18. Formal Introduction: Introduce the product. And that's why I created _____________. 19. Pain and Cost: Tell them what you had to go through to create the product. This took ____________. time) to create, and cost me ____________. But it was totally worth it. 20. Ease: How much effort does the product save you? It makes __________ so much easier! 21. Speed: How much time does the product save you? What used to take me _____________ (time), I can get done in ______(time). 22. “So” Benefits: Explain why they need this by writing out three or four benefits followed by the words “so _________. ” Burns fat while you sleep, so you can lose weight without exercising. Builds your list on autopilot, so you can concentrate on running your business. 23. Social Proof: These are your testimonials. Let the prospects read what others say about the product. But don't just take my word for it. Here's what others are saying: “This ___________ saves me time and effort every day! I love how it ___________ and ___________ . ” 24. Make the Offer: Explain what the buyers will get. | 01 - Russell Brunson - DotComSecrets Book.pdf |
But, before you get started, let me ask you a question ... Would you like to get access to ___________? For less than the cost of a cheap meal for two, you can get access to everything inside of _____________. Now, while it would be impossible to show you ALL of the benefits of ________, I want to show you some of the things that you'll experience as soon as you're on the inside. 25. Build Value: Add bonuses and additional features, but be sure they support the “One Thing,” the focus of your entire sales letter. Plus, you'll get __________, ___________, and ___________. 26. Float a Fake Price: Tell the readers how much the product “should” be worth if they had to pay for each item separately. It should be a number much higher than the actual price, but you must also make sure the product really is worth the price you name. Be ethical. Explain why the high price is justified, based on its value. The total value of all this is ________ because __________. 27. Emotional Close (If/All): Use the words “If all ... ” to help anchor the offer and help the buyers justify the fake price you named earlier. Use both “toward pleasure” and “away from pain” statements. If all this did was give you the house of your dreams, would it be worth it? (Toward pleasure. ) If all this did was let you fire your boss, would it be worth it? (Away from pain. ) 28. Reveal the Real Price: Now tell the readers how much they are actually going to pay. This price should be much lower than the high price you floated earlier. I'm not going to charge you ___________ . I'm only going to charge you __________. 29. Guarantee (Logic): Reverse any risk the potential buyers may be feeling. Give the guarantee some crazy name. I'm going to take on all the risk, and give you my ___________ (crazy name) guarantee. 30. Inject Scarcity (Fear Close): Give the buyers a legitimate reason to buy NOW. But you must act now because ___________ . 40. Future Pacing: Help them see how awesome their lives are about to become— after they buy your product. Just imagine what life will be like when ___________ . 41. Call to Action: Tell them what to do to make a purchase. Also, tell the prospects what's going to happen next. | 01 - Russell Brunson - DotComSecrets Book.pdf |
So click on the button below right now, and you'll be taken to a secure order form. After you put in your credit card information, you'll be taken to a secure members' area where you can download _____________, even if it's 2:00 a. m. ! 42. Post Selling: Make the readers feel like they might be left behind if they don't hurry. For those who are already signing up, this is what's going to happen next ... 43. Take Away Selling (Warning): Explain that they need to make a decision, and it doesn't matter to you whether they order or not. You see ... it doesn't matter to us if you sign up right now or not. We'll still be going about our daily business and hitting our financial goals with absolute certainty—whether you join our team or not. However, without our help, you'll ALWAYS be working harder than you really need to. I know it sounds kind of harsh, but I think you'll agree that it's true. 44. Close with Reminder: This is a summary for the skimmers, but it can remind all readers of the offer. Remember, you get ___________ (recap the offer). That's it. The entire script for a long-form Star, Story, Solution sales letter. It works great for both text and video sales letters. Don't forget, you need to infuse each of the steps with the personality of the Attractive Character. Use these forty-four pieces as a framework to get you from the opening lines to the sale. | 01 - Russell Brunson - DotComSecrets Book.pdf |
FUNNEL #3: CONTINUITY The last type of frontend funnel that I want to show you is our Continuity Funnel. One of my mentors, David Frey, said (and I wholeheartedly agree) that if you don't have continuity, then you don't have a business. In every business, there are ways to add continuity income, and it's an essential part of every Value Ladder. Continuity is when you get paid regularly, usually every month, for ongoing access to information or software or some other product. The funnel itself is very simple. Once a visitor has moved through either a Two-Step or an SLO Funnel and made it through my Soap Opera Sequence, then I will usually send them through a short email sequence promoting my Continuity Funnel. Once people are in the program, they are charged on a regular basis for continuing. Usually, this is a monthly charge, but it could also be weekly, or yearly. Many people ask me where they should use Continuity Funnels. You can use them as a frontend to generate leads (and we do this with some of our Continuity Funnels), but I prefer to use them as the second funnel in my sequence—after my customers have had a chance to bond with the Attractive Character. Waiting dramatically increases our stick rate (how long the customer remains an active, paying member). | 01 - Russell Brunson - DotComSecrets Book.pdf |
Now, one exciting thing about this funnel is you are able to use the same scripts that we have already introduced to get people to join your continuity programs. If you are selling a free or one-dollar trial, then the Who, What, Why, How script typically works the best. We've also had incredible success adding in order form bumps that give our customers training on how to use the continuity program. If you are planning on selling continuity without a trial, then I would recommend using the Star, Story, Solution script. After people have purchased the membership, you can create OTOs like we discussed earlier. We have found yearly or lifetime accounts to be incredibly effective upsells with continuity programs. | 01 - Russell Brunson - DotComSecrets Book.pdf |
FUNNELS FOR THE MIDDLE OF THE VALUE LADDER | 01 - Russell Brunson - DotComSecrets Book.pdf |
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FUNNEL #4: THE PERFECT WEBINAR Webinars have become extremely popular sales tools over the past few years, mainly because they work so well. They take the old teleseminar/speaking model to a whole new level. Back when I was doing a lot of speaking from the stage, my main income came from all the products and coaching I sold after a presentation was over. This is called “back of the room” selling because there was always a table set up at the back of the room where participants could go to buy whatever product I was promoting. That model works really well, but your sales are limited by the number of participants in the room. There may be hundreds or thousands of people who would love to buy your product, but for whatever reason, they aren't at that seminar. Webinars change that dynamic completely. With a webinar, you can deliver your presentation online. People don't have to travel anywhere to catch your speech (and you don't have to travel anywhere either). At its most basic level, a webinar is nothing more than a Power Point presentation that you broadcast live (or record) over the Internet. It allows you to give your sales presentation to just about anyone in any corner of the globe. The best part is you can record the webinar once and then broadcast it over and over again. This is called an “automated webinar,” and it's made me a fortune over the years. Webinars can be as long as you want. In fact, you'll learn about the Invisible Funnel Webinar in the next chapter— that one can be as long as four hours! The Perfect Webinar we're discussing in this chapter typically runs for about sixty to ninety minutes. There are two parts to most webinars: the content and the sales pitch. Occasionally, you may want to give an all-content webinar, but for the most part, you'll be selling something at the end of your presentation. You promise to teach people something on the | 01 - Russell Brunson - DotComSecrets Book.pdf |
webinar. Then, if they want to learn more or dive deeper into the topic, they can purchase your product or sign up for coaching (or whatever you're selling). It's very important that the content of the webinar is valuable on its own, but as you'll see from the Perfect Webinar script, you can craft the material in a way that also helps to set up the sale. In this chapter, we're going to cover the sales funnels for both a one-time webinar and also for automated (or evergreen) webinar. SALES WEBINAR FUNNEL The funnel for a sales webinar is very simple. You drive traffic to a registration page where you have some sort of sales letter or video encouraging readers to sign up for the webinar. Typically I use the Who, What, Why, How script on my webinar registration pages. After watching the video or reading the copy, the interested prospects fill in their name and email to register. (Boom! They're now on your list. ) Then you send them to a confirmation page where they are reminded of the date and time of the webinar and given instructions on how to call in. At the appointed time, they will attend the webinar, and you can sell them your product. Often people can't make it to the live webinar for some reason. So you may decide to send a recording. After all, the more people who hear your pitch, the more products you're likely to sell. AUTOMATED WEBINAR FUNNEL Typically I will do a webinar live once, and then I take the recording from that event and build out an Automated Webinar Funnel that will allow me to keep sending traffic to that website every day for the rest of my life. It's nice because you can keep selling your products twenty-four hours a day, seven days a week, in every country in the world! At the time of this writing, I currently have two webinars that have both made me over a million dollars. Both are still selling to people right now while I'm writing this book! We add a few extra steps to the regular Sales Webinar Funnel to make this one run continuously. You start by driving traffic to a registration page that uses the Who, What, Why, How script, and people enter their names and emails to register. Then they go to a confirmation page where they get the date and time, set for some point in the future, or | 01 - Russell Brunson - DotComSecrets Book.pdf |
they can choose to watch “yesterday's” replay right away. The webinar itself is the same format as the regular sales webinar; we deliver content and sell something at the end. (In a few pages, I'll give you the Perfect Webinar script, which will show you exactly how to do this. ) My team carefully tracks when a participant leaves, and then we send out a different email sequence, depending on how long they watched. Everyone who subscribes gets one sequence. Everyone who shows up and stays all the way to the end gets another sequence. People who show up but leave early get yet another sequence. And the no-shows get an entirely different sequence to encourage them to go back and watch a replay. Each sequence encourages people to either go back and finish watching, or go order the product we're selling. Once the participant places an order, the email sequences should stop automatically. THE PERFECT WEBINAR SCRIPT Now that you have people signed up, what are you going to say? How you structure your webinar has everything to do with how much you sell at the end. A typical webinar is broken down into three sections: the introduction, the content, and the close (or the sales pitch). Over the past ten years, I've had a chance to speak and sell on stages all around the world, and I've had the chance to learn from some of the best stage closers in the world. This script incorporates strategies I learned from at least a dozen different people. It's the outline I now use for every webinar, and it works. There are a lot of pieces to this script, but try not to get overwhelmed. Think of it as just three sections—introduction, content, and the stack— then fill those three sections in with the scripts provided. INTRODUCTION: This should take about five minutes. It introduces you, your subject, and your credibility. | 01 - Russell Brunson - DotComSecrets Book.pdf |
Hi, I'm Russell Brunson, founder of Dot Com Secrets and CEO of several multi-million-dollar companies. Big Promise: Repeat your big promise. This is the One Thing that got the participants to sign up in the first place. It's also the ruler they will use to judge your webinar's quality. If you don't set this ruler, then they will measure the value of your webinar based on something outside of your control. In the next sixty minutes, you are going to learn my exact strategy on “how to __________, without ____________. “ Hook to End: Give the participants a reason to stick around all the way to the end of the webinar. Free giveaways are popular. You could also promise to do something funny or show them something cool. Don't forget! At the end of the webinar, I'm going to give you a secret link where you can download a transcript of everything I'm going to show you today. You have to be watching live in order to get this, so stick around. I promise it will be worth your time. Command Attention: Tell them to close out of Facebook, turn off their cell phones, and give you their undivided attention. Also, you might ask the participants to grab a pen and paper for taking notes. I know there are distractions all around us, but this strategy I'm about to share can change your life. I don't want you to miss a single crucial step. So, please ... make a commitment to stay focused. Can you do that for yourself? Close out of Facebook. Stop checking your email. Turn off your cell phone. Give me your complete attention. Qualify Yourself: Let the participants know why you are qualified to speak on the subject. You're probably wondering why I'm qualified to teach on this topic. Here's my story: _____________. Future Pace: Lead the viewers through some imagination exercises where they can picture what life could be like once they learn the secrets you're about to reveal. Be descriptive and appeal to all five senses, if possible. Imagine what your life will be like after you know how to Can you see ___________? Would that make things better for you? THE CONTENT: This is the meat of the webinar. It should run about fifty to sixty minutes, and it should deliver whatever content you promised in the registration script. I like to focus on one main idea and then reveal three secrets about that One Thing. So, I'm really teaching three things, but they all relate to the main idea I'm selling. The One Thing: The One Thing is the core content of this webinar. It's the reason the participants showed up. What do they want or need to learn or understand? Every teaching point through the webinar must point back to THIS one thing. I always try to break down my “One Thing” into this simple format: | 01 - Russell Brunson - DotComSecrets Book.pdf |
How to ________without ___________. How to add high-ticket sales to your sales funnel instantly— without you personally talking to anyone on the phone ... ever! This is the One Thing from my High-Ticket Secrets Webinar. For this offer, I looked at what the other “gurus” were teaching about making high-ticket sales. They were all teaching how to close people on the phone. Well, I HATE talking on the phone, and I think most of my audience does, too. So, I decided to show people how they can still take advantage of the income-boosting potential of high-ticket sales without talking on the phone. After I explain this big idea—the One Thing—I share three secrets that will expand on what I promised to reveal. Typically, when I'm creating these three secrets, I'm looking to debunk existing beliefs participants might have that would keep them from purchasing the product from me at the end of the webinar. For my High-Ticket Secrets Webinar, there were three belief patterns that I had to break in order to get people to buy. Below are the common beliefs and then the secrets I created to destroy that line of thinking: SECRET #1 Break: The best model for making money online is to sell products. Rebuild: You can make more money in one day selling high-ticket products than you can in a MONTH by selling normal products. SECRET #2 Break: To sell high-ticket products, I have to sell on the phone. Rebuild: You don't personally have to sell anything! (Big plus because I hate phones!) Let me show you how to build a two-person, mini call center to close all of the sales for you. SECRET #3 Break: It probably costs a fortune to drive enough traffic to make this work. Rebuild: You only need a little bit of traffic to make this work (about one hundred clicks a day). Remember, teaching these three secrets should take fifty to sixty minutes. So be sure to tell stories, show examples, and use this as an opportunity to get your audience to bond with the Attractive Character. THE STACK: This section of the webinar should last at least ten minutes. Often, I | 01 - Russell Brunson - DotComSecrets Book.pdf |
allow for twenty minutes or more, depending on what I'm selling. The hardest part of selling on a webinar, for most people, is transitioning into the close. They start to get nervous, and the hesitation shows in the voice and confidence level. The best way I've found to transition is simply to say, Let me ask you a question ..., and then you move straight into how your product will help the participants with whatever your One Thing is. Once you transition into your sales pitch, you're going to use something called “The Stack. ” The Stack: I consider The Stack my secret weapon. I learned it from one of my mentors, Armand Morin. I saw him speak on stage and close nearly half the room with almost no effort. I pulled him aside to find out what he was doing, and he explained to me The Stack. I started using it immediately, and I went from closing on average 5-10% of a room to consistently closing 20% or more. Then I started using it on my sales webinars and saw a dramatic increase in how much I made with each viewing. It's worked so well and so consistently that I will never give a sales presentation again without it. Armand taught me that the only thing your prospect remembers when you sell is the last thing you showed him. He explained that most sales presentations focus on the core offer, then a list of bonuses. So the last thing shown is the last bonus, followed by a call to action to get the prospect to buy. The problem with this is when the person doesn't think that the last thing you offered is worth the price. They simply won't buy under those circumstances. So, Armand builds a presentation slide called a Stack Slide. This slide has everything included in the offer, presented in a long, bulleted list. He introduces the first bullet point, talks about it, moves to the second bullet point, and so on. But when he shows the slide with the second bullet, he re-stacks the offer: So what that means is that you're first going to get _________and also _______. He then talks about the next component of the offer and reveals the next stack slide, but this time, there are three products listed in the offer, stacked from the first mentioned to the last. Be sure to notice the order and arrangement: So what that means is that you're first going to get __________and also_______AND also this _______. He keeps doing this throughout the entire close. When he gets to that last part of the offer, he shows the final stack slide, with EVERYTHING listed, and recaps everything on that slide. Then, he finally introduces the price. Now, prospects associate the price with the full offer—not just the last thing he mentions. After you reveal your full stack slide, you want to show the total value of everything the buyers are going to receive. Even though the price you name first isn't what buyers will actually pay, you need to anchor that price in their minds before you move on. We do that by introducing “If all” statements similar to the ones we used in the Star, Story, Solution script. If/All: Use the words “If all” to anchor the offer and help the buyer justify the price | 01 - Russell Brunson - DotComSecrets Book.pdf |
you have given. Use both “toward pleasure” and “away from pain” statements. If all this did was give you the house of your dreams, would it be worth it? (Toward pleasure. ) If all this did was let you fire your boss, would it be worth it? (Away from pain. ) Reveal the Real Price: Now tell them the actual price. This price should be much lower than the price you gave after The Stack. I'm not going to charge you ___________. I'm only going to charge you ___________. Those are all the core elements of a Perfect Webinar. It's the path I take my customers down when I am selling them anything on a webinar. I do have a variety of ways I close out a webinar. As you can see from the image at the beginning of this chapter, there are sixteen methods that I use in most of my presentations. In order to make these clear to you, I created a special video demonstrating how to use the sixteen closes while you are doing The Stack. To see that video, go to www. Dot Com Secrets Book. com/resources/closes. Now that you know the structure of the Perfect Webinar, how would you like to learn how to get people to pay you to sell them highticket offers? We've developed a special webinar funnel where people will pay you for the privilege of letting you sell them on your highest-priced offerings. And they'll do it with smiles on their faces. It's called the Invisible Funnel Webinar, and it's next! | 01 - Russell Brunson - DotComSecrets Book.pdf |
FUNNEL #5: INVISIBLE FUNNEL WEBINAR The next way we sell products in the middle of the Value Ladder is through a concept we call the Invisible Funnel. The Invisible Funnel is a concept that was created by Daegan Smith. It's a powerful tool my team has used often over the past few years to get people to ascend our Value Ladder quickly. The Invisible Funnel is a premium webinar that people pay for AFTER the webinar is over—if (and only if) they love what you taught them. Let's look at how it works. We drive traffic to a website that uses The Magic Bullet script to get people to sign up for the Invisible Funnel-style webinar. To register, participants enter their credit card details, but they are not billed anything right then. They watch the webinar, which is usually three or four hours of amazing, high-value content. Then, AFTER the webinar is over, if they agree that the webinar was worth the pre-determined price, then they do nothing, and you charge the card the next day. If the participants don't think the webinar was worth the money, they must send you an email before a certain deadline so that you won't charge their card. This format lets people try before they buy, and it gives you a chance to show off your very best content first. At the end of the webinar, you can do a very soft sale to push the participants to an application page where they can upgrade to your high-ticket backend products or services. If you structure your Invisible Funnel correctly, you'll find that it's a really cool way to get people to buy things—without ever selling them anything. It creates tons of good will and | 01 - Russell Brunson - DotComSecrets Book.pdf |
builds a strong bond with the Attractive Character. Let's talk about the numbers from my first Invisible Funnel Webinar. We had five hundred and fifty people register with their credit cards. From those five hundred and fifty people, 85% of them showed up for the actual webinar. (This number was shocking, considering that roughly 30% attendance is common on free webinars. ) I taught for four hours. At the end, I told those who didn't love it to let me know, and I promised not to charge their credit cards. From that offer, we only had about 10% of the people cancel. So we were able to bill 90% of them the forty-seven dollar price tag, totaling about $23. 5K. That's not bad, considering I hadn't sold anything to anyone yet. I just gave them a bunch of cool value in the form of information. Finally, I invited those on the webinar to apply for my high-end coaching services, and from that offer, we got a stack of applications that turned into an additional six figures in business over the next thirty days. We've successfully used the Invisible Funnel to sell weight-loss products, dating advice, speed-reading programs, and a whole bunch more. I don't use the Invisible Funnel for every selling situation, but it's a powerful tool that my team uses a few times each year to build a ton of good will with our audience—and to make some extra money while we do it. Let me show you exactly how to get people to register for an Invisible Funnel Webinar. MAGIC BULLET WEBINAR REGISTRATION SCRIPT A “Magic Bullet” is simply the One Thing you're promising they'll get out of the webinar within a certain amount of time, or they don't pay. There's an old saying in direct response marketing that you have to “sell it, even if it's free. ” That goes for these “try before you buy” webinars, too. I do have a script that I use to get people to pull out their | 01 - Russell Brunson - DotComSecrets Book.pdf |
credit cards and sign up. For a video sales letter, this script should be somewhere between two and three minutes—not too long. Raise the Question: Set up your Magic Bullet by asking questions that bring people's desires to the front of their minds. Make them wish they had what you're about to offer. You want the answers to the questions to be YES! Raising desire questions at the beginning of the sales letter works really well. Depending on your market, you may want to use questions that move people toward pleasure or away from pain. Example dialogue to move the participant toward pleasure: What if you could plug any book into your brain, instantly download that knowledge, and implement that information into your life? Do you want to learn a new language? Do you desire to learn how to make money? Are you ready to score high on a test? Example dialogue for moving a participant away from pain: Let me ask you a question ... Do you ever feel like you're the only guy in the world who can't talk to a pretty girl? Do your hands start to sweat when you walk into a room full of people? Does your heart beat so fast it feels like it might burst out of your chest right then and there? Does the thought of humiliation keep you home at night ... all alone? The final question should say something like, “Wouldn't it be nice if ...,” or “Wouldn't it be awesome if ... ”. Wouldn't it be nice if there were a way to learn anything almost instantly AND retain it all much longer? Wouldn't it be great if you could walk into any social situation and feel totally at ease? Wouldn't it be awesome if you could eat whatever you wanted every day and still lose weight? Introduction: Next you want to introduce yourself and the idea of the Magic Bullet you are going to offer in the webinar training. Hi, my name is Russell, and those are questions I used to ask myself as well. Just imagine if you had that ability. What would you learn? What information would you want if you could instantly download it into your brain? Point out Frustrations: Your prospects have probably tried other solutions and failed. You need to let them know their frustrations are normal, and that you once had | 01 - Russell Brunson - DotComSecrets Book.pdf |
them, too. Don't tell them what their frustrations are directly. Instead, explain your frustrations because they are likely the same things they are struggling with. Unfortunately, gaining knowledge isn't as easy as inserting a socket into our brains to download the information. We have to find a good one to two hours if we want to open a book and sit down to read. Even if we read quickly, it's going to take days to get the information we need out of the book. While you might try using the Internet to speed up the process, you can quickly become bogged down with millions of pages of listings for any topic you want to study. Talk about “information overload”... If you've ever felt that frustration with learning a new topic, then I can relate to you perfectly. My Magic Bullet: Now you introduce the amazing solution you're selling. Tell perspective participants about the tangible thing they're going to get by attending the webinar. If you get your Magic Bullet right, the rest of the sale is very easy. So take some time to craft the best Magic Bullet Solution your business can offer. For clarity, I try to phrase it like this: You'll get ___________(result) by ___________(short amount of time), or you pay nothing. The more tangible the result, the better. You also want to describe how you discovered the solution and what the value of that solution has been to you. How did this secret change your life? What was the emotional value for you? A Magic Bullet in the dating niche might be “Get a girlfriend this weekend —or pay nothing. ” A weight-loss example might be something like, “Try my three-day detox and lose seven pounds, or you don't pay anything. ” The Magic Bullet for speed reading might be: “Double your reading speed in four hours—or pay nothing. ” To draw in the most participants, expand the main idea of your Magic Bullet and tell the reader a story about how this solution has worked for you: Just like you, I struggled with reading—until I found the secret. I met this guy named Howard Berg at a seminar. He spent just a few short hours with me, and I was able almost INSTANTLY to double how fast I could read! I started telling my friends, family members, and business associates about what Howard did at my office; what happened next shocked me. Some people were BEGGING me to meet him so they could double their reading speed ... Others were really skeptical that it was even possible ... So I gave them a challenge ... the SAME challenge that I'm going to give to you right now. Pay Howie one hundred dollars, and I guarantee that he'll MORE than double your reading speed in an afternoon ... and from that point forward, for the rest of your life, you'll have a skill that will serve you forever. Don't Worry (Proof): Now you're going to introduce the fact that you are offering a premium webinar. You'll also tell the participants not to worry because you're going to prove its worth before you charge them any money. | 01 - Russell Brunson - DotComSecrets Book.pdf |
And if you're skeptical ... then don't worry. Keep the hundred dollars in your pocket, and then AFTER he's personally trained you and you've doubled your reading speed ... then pay him the hundred. AND ... if he isn't able to double your reading ... don't pay him anything. Does that seem fair? We called this the “Howard Berg, Double-Your-Speed Challenge”. And so far ... Howard has NEVER lost. So, I set up a special webinar event this week for YOU and Howard Berg ... If you are on this webinar ... Howard will double your reading speed and prove his amazing results to you ... Risk Reversal (0 — > $$): Here's where you offer the “try before you buy” option. Here's what I want to do for you: I'm so sure this will completely change your life that I'm going to let you listen to the entire webinar for FREE. Then, at the end, you get to be the judge. Either I live up to my word or I don't. If I do deliver what I promise and you love the information, do nothing and we'll charge your credit card one hundred dollars. If I don't deliver, or you don't think the information was worth the price, just send me an email before midnight, and we won't charge you anything. Does that sound fair? It's kind of like going to a restaurant and only paying if you love the food. Or going to a movie, and if you hate it ... then you pay NOTHING ... The Close: Get the reader to commit to giving your webinar a try. So, now it's your turn to decide. Say yes, and let us prove that our system works. You will need to put your credit card number in now to reserve your spot, but you pay NOTHING until after the webinar is over, and then pay only if you love it. You've got nothing to lose by giving this a try. If there's even a chance that this could completely change your life ... isn't it worth checking it out for free? Just click the button below, and reserve your spot for this life-changing webinar. I promise it will be worth it. This Magic Bullet script is pretty simple, and I can usually write up one of these sales letters in less than an hour. If you follow this script, swapping out the reading program for the details of your training, you should be able to get it done quickly—even if you hate writing sales letters. This script is proven to work. Just tweak it to fit your business and your offer. And remember, once you get your Magic Bullet right, everything else should come together with ease. | 01 - Russell Brunson - DotComSecrets Book.pdf |
Now that you've got people signed up for your webinar, what the heck do you say for two to four hours? I know providing value for that long might sound intimidating, but you can do it! Let's dive into the script I use for all our Invisible Webinars. INVISIBLE WEBINAR CONTENT Once you have participants signed up for your webinar, you still have some work to do. It's important to structure the webinar correctly so that all who watch feel like they've gotten their money's worth. You want each participant to be more than happy to pay you at the end. You also want to use the correct lead up and soft sales pitch for your high-ticket consulting or coaching package at the end of the webinar. Remember, this webinar is going to be three or four hours long! So you may need to bring in multiple pieces of content. Don't hold anything back. Give viewers your best stuff! Tell them everything they want to know. Answer any questions they ask. Trust me, the four hours will go by before you know it. Here's how to structure your Invisible Funnel Webinar: Re-tell Hook: You got the participants to register for this webinar by using your Magic Bullet script (the “try before you buy” hook), so you need to reinforce the rules they are playing by during this webinar. They get a chance to vote with their wallet at the | 01 - Russell Brunson - DotComSecrets Book.pdf |
end: did the webinar deliver or not? And remind them they must stick around until the end because only then will you give the secret email address where they can email you if they don't think the webinar was worth the price of admission. Tell Them What They'll Learn: Give all participants an overview of the system that you are going to be teaching on this particular webinar. Content (for each content piece): Start teaching your content now. It doesn't really matter how many pieces you teach—as long as it's your best stuff and it fills up the three or four hours you promised. You may want to practice teaching the content pieces out loud so that you know how much time to budget during the actual webinar. Here's how you want to present each content piece: What Is It? Give the content piece a cool name, making it easy to remember. Parable: Tell a memorable story to demonstrate the concept and cement it in the participant's brain. Teach Concept: Go through the nuts and bolts of the concept. Example (real life, if possible): Give some examples of how the concept works in real life. If you have case studies that show your students or clients succeeding, those are the best examples. Recap: After you have finished teaching the content for your training, then you want to remind them again about everything they learned while they were on the training with you. Tie It to Value: Help participants see how much this information will be worth after they implement it. After you have anchored the “true-worth” price in their minds, then you can come back to the actual asking price of this webinar. How much money will they make after they implement all they learned? How much time could they save? What's the emotional value of the knowledge they gained? Will it save them embarrassment or grief? Lay out all the benefits for them. Was It Worth $__to You? Ask the participant to decide whether the webinar was worth this price. If so: Do nothing, and we will bill your credit card the agreed-upon price. If not: Email us at ___________before__________, and let us know this content wasn't for you, and we won't charge your card. Transition to Offer: Briefly mention that the participant may now want personalized help. I know we've covered a TON of information today, and some of you are probably wishing you could get some help with setting all this up. Am I right? Quickly, I want to let you know that I do have a personal coaching program. It's not cheap because you get my personal attention the whole way through the process, but I make sure you have everything you need to be successful. Also, because I'm personally involved and work very closely with my students, I can only help a limited number of people. So, the only | 01 - Russell Brunson - DotComSecrets Book.pdf |
way to get in is to apply for a slot. You've received everything you need to succeed in this webinar, but if you are interested in getting my personal help, here's what you should do next ... Pick Your Close: Where will you send people to fill out an application? To Website: Give the URL where a participant can pay for your coaching. Free Application: If this is a free application, make clear that there is no charge to apply. Paid Application: If you're charging participants to apply, let them know how much and how they should pay. Simple, Three-Step Close: This is a very soft sell. You want to let people know that you do offer personal coaching or consulting to help them get the best results as fast as possible. Then tell them where to go to fill out an application. What: Tell them what your service consists of. Why: Tell them why they should apply. How: Tell them how to apply. Let's Review: Invisible Webinars are a great way to get people into your Value Ladder for free and build a relationship between them and the Attractive Character. Be sure to build in so much value that you can quickly ascend the viewer to your highest levels. Webinars can accomplish all this in a way that is fun for the participant. I've made hundreds of thousands of dollars using this style of teaching, and people just love it. The keys to making it work are having the right Magic Bullet (promising a result they'll get before they pay) and delivering what you promised. Up Next: Do you have a new product, but aren't sure how to launch it into the world? The next chapter will show you our Product Launch Funnel and provide the scripts we use for each step. | 01 - Russell Brunson - DotComSecrets Book.pdf |
FUNNEL #6: PRODUCT LAUNCH The Product Launch Funnel was made famous by Jeff Walker, and since then, just about every Internet marketer in almost every niche has used this funnel in some way—because the approach works. Basically, you're breaking up your sales presentation over four videos —each providing a ton of value, while educating your prospects and selling your products. This funnel works best with warm and hot traffic. So, typically you're emailing your own list or an affiliate partner's list with links to the videos. This Product Launch Funnel is broken down into four videos: Video #1 is called “Wow and How,” where you will “wow” them with a big idea, and then show them “how” you and others are using this concept. Video #2 is the “Transformational Education” piece, where you will actually let people look over your shoulder as you walk through the process with them. Video #3 is the “Ownership Experience” piece, where you show viewers what it's like to live when they have this in their lives. | 01 - Russell Brunson - DotComSecrets Book.pdf |
Video #4 is “The Offer,” where you will reveal what you're selling, the price, and how they can get it. Let's take a look at how each of these videos is scripted to make sales. The following scripts will show you what to say in each video. The videos can be as long as they need to be, but I find that the sweet spot is around ten to twenty minutes. VIDEO #1: “WOW AND HOW” Big Promise: This is your One Thing, the valuable principle you have promised to teach during these training videos. How to sell high-ticket products without getting on the phone. Kill Myths: Dispel any common objections or reasons the potential participant might not believe you. You may think you have to be a sales expert and hang out on the phone all day to sell high-ticket products, but that's not true anymore. I've sold hundreds of thousands of dollars with this simple process. Let's Look at Others (Content #1): Show how others achieve these results all the time. Tell stories and case studies. Meet __________. She did ________________, without Here's ___________. He couldn't believe how easy it was to ___________. Just look at his results: ___________. Hook to Video #2: Get them excited about the next video. Tomorrow, you'll discover you can ___________, even though ___________. | 01 - Russell Brunson - DotComSecrets Book.pdf |
VIDEO #2: “TRANSFORMATIONAL EDUCATION” Let's Do It Together: It's okay if you don't think you can do it on your own. Let's go over it together now. I know it might be hard to believe you can ____________. So, I'm going to show you just how easy it really is. Let's go over it together right now. How “I” Do It (Content #2): Here's how I do it, step by step (just give a brief overview of the steps). Here's exactly what I do every time: Step 1: Step 2: Step 3: Proof That It Works: Show your successful results, case studies, or other proof. Here's how well it works for me ... But don't just take my word for it. Here's what my students have done ... Hook to Video #3: Get them excited for the next video. Tomorrow, you'll discover ___________ . VIDEO #3: OWNERSHIP EXPERIENCE Future Pace Experience: Imagine what your life could be like if you commit to this program. I want you to take a moment to imagine what would be different in your life if ___________ . What possibilities would open up for you if ___________? How would you be different if ___________? How “YOU” Do It (Content #3): Imagine yourself doing this exact process. Here's what it would look like. Now, imagine yourself doing ___________, then ___________, and finally ___________. Can you see yourself doing this? In your mind's eye, it looks pretty simple, right? Hinting to the Offer: Would you like the chance to learn in the fastest, easiest way possible? We all know reality is usually a little more complicated than our imaginations. But I know this will change your life, and I want to see you succeed. That's why I'm going | 01 - Russell Brunson - DotComSecrets Book.pdf |
to help you ___________ . Hook to Offer Video: In the next video, I'll show you how you can get results just like these. Tomorrow, I'm going to show you the fastest and easiest way to ___________. Your success is closer than you know. VIDEO #4: THE OFFER Here's What I've Got: Explain the offer. I really want to see you succeed. I've been where you are, and I know how hard it can seem. That's why I created_______________. Here's what you get ... Here's What You'll Do with It: Explain how it works. Here's how each piece helps you move forward ... Here's What It'll Do for You: Explain the results. When you follow the steps as I've outlined them, here's what you can expect ... Here's What You Need to Do Right Now: Explain how to order and what to expect next. Just click the button below, and you'll be taken to a secure shopping page. In just three clicks from now, you'll be on your way to ___________. Let's Review: Product Launch Funnels are best used with warm or hot traffic. We usually send people to the videos from a link in an email—either to our own list or to an affiliate or JV partner's list. You break down your sales presentations into more digestible chunks, delivered over the course of a few days to build up excitement. You teach in the first three videos and then sell your product in the fourth. Up Next: If you sell high-ticket coaching or consulting, you probably spend a ton of time on the phone with tire kickers and people who really aren't a good fit for your offer. Wouldn't it be cool if you could just collect applications and pre-frame your high-ticket consulting clients to say yes before you even get on the phone with them? Better yet, what if you didn't have to get on the phone with them at all, yet could still sell them on your offer? How cool would that be? The secret is in the next chapter. | 01 - Russell Brunson - DotComSecrets Book.pdf |
BACKEND FUNNEL | 01 - Russell Brunson - DotComSecrets Book.pdf |
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FUNNEL #7: HIGH-TICKET, THREE-STEP APPLICATION This funnel is a very simple process to qualify and pre-frame potential high-ticket consulting or coaching clients. For years we called all of our buyers and offered them coaching. The problem was it took sixty sales guys to contact all of our buyers. It cost me hundreds of thousands of dollars a month to weed through everyone and find the few who were interested. A few years ago, we decided to close down the call center and find a better way to sell our high-ticket coaching services. That's when this three-step application process was born. It has given us the ability to make almost as much gross revenue without having huge overhead. We can literally make as many sales with just two sales people as we could with sixty! Let me tell you how it works. Step #1: You need to create a simple page that shares a case study video explaining the results your clients can get when they receive coaching from you. After watching the free case study video, potential clients click on the “apply now” button and are taken to an application designed to pre-qualify them as good prospects. | 01 - Russell Brunson - DotComSecrets Book.pdf |
Step #2: The prospects fill out a full application, which serves two purposes. It helps your sales people learn about an applicant's business—where they are now and what their business goals are for the future. More importantly, though, it pre-frames the prospect by getting them to sell you on why you should take them on as a coaching client. The application stage weeds out those who really aren't ready, so you are ONLY calling the prospects who are ready to start working with you. The application also pre-sells the program in the prospect's mind. After they finish the application, we take them to a “homework” page. | 01 - Russell Brunson - DotComSecrets Book.pdf |
Step #3: The applicants follow the instructions on the homework page, all the while building an even stronger bond with the Attractive Character. My Inner Circle homework page includes three videos for applicants to watch. The first video is a short class with me teaching what it takes to succeed in this business. The second video tells the story of how my wife and I struggled to start our family. It explains exactly why I'm so passionate about helping business owners get their messages out into the world. (It's also a tear-jerker. ) The third video is a series of case studies and testimonials about the coaching program itself. | 01 - Russell Brunson - DotComSecrets Book.pdf |
Fig 20. 3a: The homework page is an important pre-frame step that helps make the final sale easier. Another important function of the homework page is explaining what's going to happen next (the applicants will be contacted by one of three sales people) and offering a way to contact US by phone—if they just can't wait. My sales team is great at calling people quickly. But when people are in pain NOW, they often want to feel like they're being proactive. If someone is at that hyperactive buyer stage, I don't want them to have to wait for us to call. So, I give them a way to call us. The sales script for selling the high-ticket item on the phone is pretty long and involved. Let's dive in and look at our script for selling high-ticket products. HIGH-TICKET, TWO-STEP SCRIPT | 01 - Russell Brunson - DotComSecrets Book.pdf |
Closing a high-end client takes more time and finesse than selling a simpler product. It's important to change the selling environment to a phone conversation; a live event or seminar environment could also work. Most prospects won't whip out a credit card and pay twenty-five thousand dollars based on a video sales letter alone. We have a very effective, high-end sales process, and I'm going to share the script with you here. It's much more involved than the other scripts we've covered in this book so far. In fact, the entire process can take from seventy-five minutes to two hours. If you're interested in learning the finer points and details involved in selling with this process, you can learn more at www. highticketsecrets. com. My team uses a two-step script because it's really the most effective way to close a high-end ticket sale over the phone. You will need two different people to make a sale using this process: the setter and the closer. Using two sales people provides consistency in your sales. When you find the right people and they follow the script, it works, day in and day out. You should not be the one selling directly on the phone; you're too close to the outcome emotionally, and it's just bad positioning. Instead, two sales people work together to close a new client. The setter gathers basic information on the prospect, draws out his emotions, and identifies the prospect's pain and goals. Once that is done, the setter gets off the phone and has the closer call the applicant back. The closer magnifies the pain, gets the prospect to sell himself on why he is a good fit for the program, and then provides the solution. THE SET SCRIPT Introduction: For setters, the goal here is to introduce themselves in a low-key way and have a natural conversation with the prospect. The setter is getting to know the prospect and pulling out any emotions related to the topic you're discussing. They must find out where the prospect is right now and how he feels about where he is. Questions: Then the setter should focus on finding out where the prospect wants to be. What are his hopes and dreams? What's the real reason, deep down, that he wants those things? He may want to make a hundred thousand a year—that's great. But why? | 01 - Russell Brunson - DotComSecrets Book.pdf |
What would that money allow him to do? Quit his current job? Stay home with his kids? Buy a boat and sail around the world? Buy his aging parents a home? Finally show his ex-wife that he's worth something after all? The setter has to find out the why. That's where you'll find the emotions. Remember, people buy based on emotion first, then they rationalize the decision with logic. You've probably heard sales advice saying you need to get to a buyer's emotions, but I find many people just don't know how to do that. You hook the emotions by asking questions. Always ask additional questions. Does the prospect have kids? Great! How old are they? What are their names? If you know the prospect wants to homeschool his kids, ask why. How would it feel to know he had the freedom to teach his kids any way he wanted? Follow-up questions help you hook into emotions. What would it mean to the prospect if he could buy that new house for his parents? How would he feel standing on a boat in the Caribbean, totally free of debt and worry? Help the prospect paint a picture of the feelings behind his dreams. You can get all this information with a few questions; within five minutes, the setter knows exactly why the prospect is going to buy this program. He also knows the hot buttons to focus on. The setter should ask the prospect, “What's holding you back? Why haven't you achieved your dreams already?” You'll probably hear some variation of I don't know how. The prospect doesn't know how to build a business online. Or, he may say he doesn't have time—which is really saying he doesn't know how to build a business in five hours a week. He may say it is because he doesn't have money—which is really saying he doesn't know how to build a business using other people's money. Once the prospect realizes it's simply a lack of knowledge blocking his success—and that you can provide him with that knowledge—ask him this question: If you knew how to build a business in just five hours a week, would you do it? Of course, he is going to say yes! He has just started to sell himself on purchasing your product, your knowledge. The setter cannot move forward with the script until he understands the prospect's emotional hot buttons. The prospect must also admit he doesn't know what he is doing (in some form or another) when it comes to building a business. He must realize he needs help. Blast: Give Him a Taste of What You Offer: Don't go into great detail about the program; that's what he's buying. But the setter should give him an idea of what he could discover or get done. Now, obviously, it's impossible to work with everyone who applies/buys our information ... so I'm here to weed out those who aren't ready and find the right people to work with one-on-one. I understand you don't know how to build a business in five hours a week. And I don't know, but maybe we can help. Let me explain what we do here ... Next, ask a critical question to get the prospect to sell himself. Use a pivotal question that will bring home all the reasons he needs to pull out his credit card at the end of the conversation. | 01 - Russell Brunson - DotComSecrets Book.pdf |
Let me ask you this ... if you could work one-on-one with Russell Brunson or someone like him ... do you think you'd be successful? (Absolutely!) How come? Here's why this is so important: I can talk for hours about how great our program is and all the reasons the prospect should buy ... but it might be a lie. If HE tells me all the reasons he'd be successful with our program ... then it's the truth because he believes it. When the setter gets him to explain all the reasons he'd be successful, sales become easy. Ask: How come? Why would working with Russell Brunson help you be successful? Then, the setter must shut up! Don't talk. Let the prospect talk. Once he gives the reasons, the setter should repeat them back and confirm his beliefs. So, if I gave you the chance to work with Russell Brunson, you believe you'd be successful? (Yes!) If you had the opportunity to work with Russell Brunson, you could get (fill in what they want)? If you had the opportunity to work with Russell Brunson, you'd know how to get there? Next, get the prospect to sell himself and tell the setter why you should work with him. Why do you think you'd be a good candidate for this program? Posture: To set up the closer as the expert, the setter should say the following: Now, I'm not personally an expert at building businesses online in five hours a week. My job is simply to find the people who are qualified to be part of this program. If I feel good about you, I'll turn you over to our Program Director (the closer). He is the one to decide who will be the right fit for our program. Before I do that, I need to find out a little more about you and fill out a short profile. I need to understand where you are right now professionally and financially. Then I need to find out more specifics about where you want to be in the future. All this information will help us determine if you're going to be a good candidate. Is it alright if I ask you a few questions? (Sure ... ) The setter has just asked for (and gotten) permission to ask just about anything. Probe: Collect Financial Information: Your setter is going to start asking some pretty personal questions next and is going to fill out a form with the information. You want people to answer quickly, without getting too emotional. Start by asking about age, marital status, highest level of education, and things like that. | 01 - Russell Brunson - DotComSecrets Book.pdf |
Then the setter must be sure to ask, Is there anyone else involved in your business—a spouse or financial partner? If so, get the other party on the phone, too, right then and there. It's a waste of time to keep going through the presentation if you don't have all the decision makers present. The goal of this next set of questions is to find out the prospect's financial status and whether you really can help. Finding Credit: Your setter is going to find out details about the prospect's credit situation. How would you rate your credit right now? Why? If Russell Brunson were to write a check and pay off all your debt, how much would that be? Of that debt, how much is major credit card debt? What's the total amount of combined credit that's been extended to you? (Subtract total debt from combined credit extended, and you find out how much he has available. ) You're looking for more available credit than the program costs. It's also helpful to get him to talk about his credit balances to show that you're really trying to help pay those off—not add to them. The prospect might need to take one step back to take ten steps forward, but ultimately we know a program like this can help him pay off all the debt and achieve financial freedom. The setter should also ask if the prospect has any savings accounts or investments. Does he own his own home or rent? What about retirement accounts? Goals: Talking About a Prospect's Short-Term Goals: Your setter is still asking questions and getting the prospect to sell himself on the program. What would be an optimal situation in six months? Where would you want your business in six months? How long have you been trying to do ______________? How successful have you been? In twelve months, where do you want to be? What would make you feel good? So, in working one-on-one with Russell Brunson ... do you think you could achieve these goals? Can you see yourself achieving them? How come? Commitments: Get Four Commitments: Now the setter is getting the prospect to declare himself a good candidate. He is publicly stating he is the kind of person who takes action and finishes what he starts. Once he does this, his brain will have a really hard time reversing that declaration and talking himself out of the purchase. You look like a potential candidate for me to recommend to my director. Before I can make the recommendation and turn you over to him, there are four commitments that must be agreeable to you. | 01 - Russell Brunson - DotComSecrets Book.pdf |
1. You must have a minimum time commitment of ___________ per week. Can you do that? 2. We need people who are coachable and willing to learn and follow the advice of our experts. Can you do that? Why are you coachable? 3. We're looking for people who can start today. We want quick decision makers. When do you think is the best time to start working on ___________ (his goals)? You want to hear some version of “right now. ” Great. If it looks like this is a fit for both of us, is there anything that would hold you back from getting started today? 4. We want to teach you the concept of using OPM (other people's money) to invest in ___________. Are you familiar with this idea? Would you like to learn more about it? Explain how to use the bank's money (credit cards) as a short-term leveraging tool to invest in growing his business or reaching his goals. We have two levels in this program:________ and __________. (Lower price and higher price. ) How much are you comfortable investing to get your business started today? Why would you choose that amount? Now put him on hold while you go talk to your “director. ” Discuss the candidate with the closer. If you feel like he would be a good fit for your program, and someone you'd like to work with, then come back to the call. Let me have you write down my director's name; it's ___________. I'm so happy he's available to talk with you personally, because he is an expert at ___________. Most importantly, his job is to make sure we have the right kind of people on our team. So, I want you to understand this is not for everybody. Please don't be offended if he doesn't offer you a slot. Okay? He's in a meeting right now, but he said he'll be happy to call you back in five or ten minutes. He wanted me to give you a little exercise to go through while you are waiting. I know we've talked about your goals, but he'd like you to write them down for yourself. Write down a six- to twelve-month financial goal. Next, write down three things you want besides money. Okay? Great! My director will call you shortly. THE CLOSE SCRIPT This script for the closer is very similar to the Set Script. You want to reinforce the candidate's decisions in his mind. The closer will go through the same questions as in the | 01 - Russell Brunson - DotComSecrets Book.pdf |
introduction, but perhaps worded a little differently. Get the candidate to picture exactly what life will be like after he has success with your program. Why are you serious about ___________ right now? How long have you been thinking about ___________? What's the biggest thing that's held you back from ____________? What are you looking to do in six months? What would that do for you? What are you hoping for in twelve months? What would that do for you? How about in five years? What would your lifestyle be like? Then you want the prospect to connect you with his dreams. If you have the chance to work with someone like Russell Brunson, how would that make a difference in your life? Anything else? Next, the closer goes through the four commitments again. It's my job to find only the very best people for this program. It's not for everybody, and I only want people on board if I know they have what it takes to be successful. So I'm going to ask you a series of questions, and these are things you're either committed to or you're not. So, they are simple yes or no answers. Is that something you're willing to do? Don't move on if you're not getting the answers you're looking for. Either back track to find out why the prospect isn't committed or get off the phone because he is not a likely close. Time: Explain the Time Commitment Are you able to commit to __________hours per week? (Yes or no. ) Decision Making: Explain the Decision Commitment Opportunities don't wait around. Making decisions is very important. Do you see anything that would hold you back from making a decision to work with Russell Brunson today? (Yes or no. ) Resources: Investment Commitment Write this number down: ___________________. Now, as long as you see the value, and the program meets all your goals, is there any reason you can think of that would keep you from investing ___________ today? (Yes or no. ) If the setter and the closer have done all the previous steps correctly and the prospect says you or your product/service is the next best thing to sliced bread, then suddenly the price tag isn't such a big deal anymore. It's all about setting things up in the beginning to keep him from objecting to the money at this step. Knowledge: Teachability | 01 - Russell Brunson - DotComSecrets Book.pdf |
My main concern with taking on students is that they are teachable. They must be willing to learn and then implement what they've learned so they are successful. Do you feel like you're that kind of person? (Yes or no. ) How come? So if someone could show you how to do ___________ , you would be successful? (Yes or no. ) What's Included: What the Prospect Gets When He Signs Up Today We're going to give you everything you need to be successful and avoid mistakes. Your coach will help you work at your own speed. Now, simply list out exactly what buyers get with the product or program. Close: Finalizing the Sale This is probably the most important question ... Why do you feel like you are a good candidate for this program? The prospect is selling himself again on how he will be successful if he is accepted. Then all that's left to do is take his credit card information. Instead of you asking for the sale, he is asking you to let him buy. Do you see the subtle distinction there? Sales become easy when he tells you (or your setter/closer) why he needs your help. Okay, that's the whole two-step script for the setter and the closer. Again, I strongly recommend you listen to this script in action to gain a better understanding of each step. Just go to www. highticketsecrets. com. Let's Review: When selling high-ticket coaching and consulting programs, it's important to weed out people quickly if they aren't going to be a good fit. That way, you can spend more time with the people you can really help. The application and homework pages pre-frame and pre-sell the prospect on all the reasons he should sign up—instead of worrying about all the reasons he shouldn't sign up. When there's twenty-five, fifty, or a hundred thousand dollars on the line at the end of a sales call, you want to make sure you're following a proven plan. The most effective way I've found to close high-ticket sales is to hire two commission-based sales people and have them use the two-step script outlined in this chapter. Up Next: Now that you have learned how all seven core funnels work and the scripts we use at each level, I want to show you how simple it can be to build out these funnels. I am going to give you a quick tutorial on how to use Click Funnels. com to build out any funnel you can dream of. | 01 - Russell Brunson - DotComSecrets Book.pdf |
SECTION FIVE: CLICKFUNNELS | 01 - Russell Brunson - DotComSecrets Book.pdf |
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One of the first questions people ask me after they learn about my seven core funnels is this: But, Russell, there's so much technology involved ... how do I create all the web pages and make sure they're connected together correctly? I don't want technology to hold anyone back from building a more successful business, so I want to officially introduce you to Click Funnels. It can be your new best friend and take care of most of the tech stuff for you. This section is not meant to be a full tutorial on how to use Click Funnels. The first step I go through when creating any funnel is to decide which type of funnel I'm going to create. Is this a frontend funnel? Is it a middle-of-the-Value-Ladder funnel or a backend funnel? After I know which type of funnel, then I decide which one of the seven core funnels offers the best way to sell this product. Then I usually get in front of a whiteboard and sketch out each of the steps this funnel will require. Remember the seven phases of a funnel and also the twenty-three building blocks I explained? Am I going to use a quiz to pre-frame this funnel, or just start with a squeeze page? What price will I set for my frontend offer? Will I use an order form bump? How many upsells will I have? Will I add any downsells if the customer says no to one of my upsells? Next, I want to map out my follow-up sequence. Who is my Attractive Character? How do I want to flesh out that character in my emails? What will I say in each email in my Soap Opera Sequence? What types of messages do I want to send out in my Seinfeld emails? I then sketch it out like this: Fig 21. 2: First, we draw out the flow of the funnel. Then we set everything up with a few clicks inside Click Funnels. After I have a visual representation of what I want to build, then I can log in to Click Funnels. com and let the magic begin. We've made Click Funnels easy enough that a CEO could use it, but also powerful enough that your web and tech guys will love it. Step #1: Pick which type of funnel you want to build. | 01 - Russell Brunson - DotComSecrets Book.pdf |
Fig 21. 3: The first step in Click Funnels is choosing what type of funnel you want to build. Step #2: Choose which template you want to use at each step in the funnel, or you can custom design your own templates from scratch. My team has dozens of proven templates that we've perfected over the years for each of these steps, so it would be hard to go wrong if you stick with these. Fig 21. 4: Step two is choose your web page template. Step #3: After you've picked the template designs for each step, finalize the funnel and you will be able to see your entire sales funnel at a glance. | 01 - Russell Brunson - DotComSecrets Book.pdf |
Fig 21. 5: Once you've finalized your funnel, the page templates are set up and all your analytics and stats are available on the dashboard. Step #4: Now you can go in and edit the copy, add your videos, integrate with your email auto-responder, and set up your order forms on each page. Fig 21. 6: Text, video, buttons, order forms-all areas of the template are customizable. After that's finished, you'll see that the sales funnel you sketched out on the whiteboard has now come to life. You can start driving traffic and getting results in record time! Isn't that exciting?! While this once took our team of experts two to four weeks to create, we can now create everything in Click Funnels in about an hour! If you don't have your Click Funnels account yet, you can get a free, two-week trial at www. Click Funnels. com. Also, if you want to see how to build out any of the specific funnels in this book, you can see a live demo at www. Dot Com Secrets Book. com/resources/cfdemo. | 01 - Russell Brunson - DotComSecrets Book.pdf |
1. 2. 3. 4. CONCLUSION: IGNITE Phew! Right now you're probably feeling a bit overwhelmed. This book is not exactly what I would consider light reading. You've just concluded a full-on immersion course in high-level Internet marketing strategy, and you should feel proud of yourself. Being overwhelmed is actually a good thing because even though you feel like all that information is a big, jumbled MESS upstairs, your brain is subconsciously making connections. Right now, without you consciously doing anything, it's figuring out which competitors you might want to research. It's strategizing about what your Value Ladder will look like and what types of sales funnels you will use to ascend people on your Value Ladder. All this is happening, even though you might feel overwhelmed. Pretty cool, huh? Your most important tools are the silly little diagrams I've given you in each chapter. After all this information has a chance to sink in for a day or so, go back to the images and see how much of the entire chapter you can recall. I think you'll surprise yourself. And if you do forget one of the concepts, you can always go back through the book and re-read the sections you want to remember. So, what in the world should you work on first? Here's what I recommend: Decide who you want to serve. Who are your ideal clients? Create your bait, and do it quickly. Don't overthink it or try for perfection here. Figure out your Value Ladder. What can you offer above and beyond what you currently do? Go create those things. Start building out your funnels, one at a time. This book is a playbook. Don't just read it once and go on with business as usual. Keep it handy, and refer to it often. Once you get your first couple of funnels working, I would strongly suggest spending a week or two implementing one of the secrets you learned here. Then move on to another secret and another. When you've run through all of them, go back, and do it again! Continue to improve. | 01 - Russell Brunson - DotComSecrets Book.pdf |
IGNITE YOUR BUSINESS Many people who read this book before it went to print wanted me to look at their ideas personally, including their startups, or their existing businesses and sales funnels. I did just that for a few friends and was able to identify the holes that were keeping them from growing as fast as they wanted. I suggested the simple tweaks needed to implement these Dot Com Secrets you've just learned about. We were able to see dramatic increases almost overnight in each of these companies. That's what I love so much about the things you've learned in this book. They are all simple concepts that you can apply without too much effort, but the results from each of these tweaks can double or triple your sales almost overnight. Once this book is available to millions, I know it's going to be much harder to accommodate everyone who wants more personalized help. So I created something special just for the readers of this book. I've opened up space in our Dot Com Secrets Ignite program so that I can personally look at your current funnels, spend an hour with you on the phone, and then have my team work with you for a full year to implement the changes you need to make. If you'd be interested in being part of Ignite, then I want to invite you to apply with me personally. You can apply here: http://Ignite. Dot Com Secrets. com After you apply, someone on my team will give you a call and explain the Ignite program to see if it's a good fit. If it is, then we could actually be talking together less than a week from right now. And with that ... I will end this book. Thank you so much for reading, and I wish you all the success you can dream of ... Russell Brunson | 01 - Russell Brunson - DotComSecrets Book.pdf |