One Funnel to Rule Them All: The Strategy Revealed | #Marketing - Ep. 22

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What's up, everyone? This is Russell. Welcome back to the show.
If you lost the list of my last episode, I was driving to the doctors and now I'm driving home and I thought I was hanging out with you guys again. I got another 30-minute drive.
So yeah, good news, bad news. Got some got some x-rays bones are fine I need to get MRI because I think both my biceps are torn so there's the update it's gonna be awesome you have a chance to see me videos with my arms I'll surge it up probably here in the next little bit but for right now I'm still flying high and doing good and I just want to talk about I don't know talk about something I think is interesting I did a presentation Funnel Hacking Live called One Funnel to Rule Them All, which basically the concept was in each business, there's like one funnel that is the key.
It's the most important. It's the one that you are focusing on for conversions, for traffic, for all that kind of stuff, right? I think a lot of people see my business and they see a lot of funnels and they mistakenly think like, oh, Russell's got 40 funnels.
I need 40 funnels. Or, you know focusing all these and like and the reality is how to explain this there's two parts of business right um gora is actually you know the billion dollar brand gora agora they're probably the best at this like you look at their business model they have a front-end funnel right and the front-end funnel is all about customer acquisition and it's usually a newsletter we sign up for a newsletter for a year for like 97 bucks or it depends each each department's got different pricing and then the upsells like for 500 bucks you get lifetime access to this newsletter and then some other upsells and stuff but that's basically their their front end funnel right it's the one funnel to rule them all so they do is that's the funnel they optimize they tweak they test they're focusing on and they're spending tons and tons of money like tens of millions of dollars getting people to buy that offer because it's the front end that's that's the customer acquisition funnel right it's the one funnel that rules them all and then that's the the front side of the business that's like the more complicated the harder side of the business right it's very math driven like we gotta figure out the math and the and the creativity of how to get something to convert but it's like the whole goal is just focusing on getting this thing where we can spend $1,000 a day, then $10,000 a day, then $100,000 a day and beyond, right? So that's the harder part of the business.
And that's the one that I think a lot of people don't spend time on. They do a funnel, they launch it, and they move the next one to the next one, right? So in our businesses, each business has one funnel.
That's the focal point, right? Now in a Gore's business, you see like if you're on, if you're watching the advertising, it's all going to this one thing, you're like, that's got to be their business model. But what happens, they acquire the customer, you know, probably to loss, maybe a break even.
They get the customer, then there's a whole second department. And the goal of that part of the business is then to monetize the lead.
How do we turn, you know, how do we, how do we make as much money as possible off of this person? And so that's all the other funnels. So if you look at the click funnels or the Russell businesses, right, there's different front end business.
So, in fact, we'll talk about selling online. So selling online is for the, for the Russell coaching business, the prime mover business, sellingonline.com is the one funnel that rules them all, right? It's a hundred dollar three dayday event and we run that every single month and we're driving a hundred thousand dollars a day in ads as we're trying to get to you're getting closer and closer to that but it's all about filling up that event right and then that's like the most important one so we're testing we're tweaking i'm building different ads for doing different copy we're always that the sales page always tweaking and changing and adjusting and changing and um but that's the that's the focal way that's the the funnel we spend the most time on, right? They have someone that signs up for that, they pay a hundred bucks, they go through the event, they either buy or back in coaching and they don't.
Now we have this list, right? And so the rest of my business is like, how do we monetize this? Like, well, we have to have other offers, other things we create. And so we're creating different funnels.
And so there's a whole separate team that every single week is emailing out different offers to this list, right? To monetize the list, to make as much money as possible from them, right? Because for us right now, for us to get $100, to get somebody to spend $100 to buy a ticket to the Saga Online event, it costs us closer to $300. I spent $300 to get a $100 ticket, right? And then obviously, upsells and downsells and stuff.
And then there's a percentage that actually 5.5% of people who register for the event and buy our $10,000 ticket at the end. And that's that part of the business, right? Which means there's 95, 94.5% of people who didn't buy anything other than the ticket, right? And it cost me $300 and they paid me $100.
So like I'm still $200 in the hole. So like how do we make money? Like well now we have this whole other arm of the business that's selling other things.
And so we have different offers, we have different funnels, we out every single week different things uh it's just trying to figure out like what do they want to buy maybe they want to buy the expert secrets book maybe they want to buy um software on the helps with copywriting maybe they want to buy and so we're just sending different offers and ideas we're training giving videos building a relationship we're always selling other things to try to to try to get that money back you know that we spend to we spend to acquire that customer, then hopefully make a profit. And that's the business.
So even though, you know, the Russell coaching business, there's, you know, a dozen more than that probably, but you know, a couple dozen funnels, there's only one funnel that rules them all. And that's the selling one.
That's when we're spending all of our effort on, uh, split testing, tweet testing, tweaking, like all that kind of stuff happens there. Right.
And so that's that business. And the ClickFunnels business is different, right? For a long time, the one funnel to rule them all in the ClickFunnels business was the webinar, right? It was the ClickFunnels Funnel Act webinar for probably seven or eight years.
That was the front end thing. When we launched the new ClickFunnels, we had an event called Your First Funnel Challenge.
And that became the funnel that for over a year, we ran almost two years we ran that funnel. And so every day we're spending as much money as possible, optimizing, tweaking, optimizing, tweaking, making that better and better and better.
And that was, that was the funnel that ruled the whole business. Right now in the cliff funnels world, we have two or three funnels that we're testing and, um, the jury's out on which one will be the best, but, but right now we're, we have a lot of data and we're testing and I have three or four in front end offers and we're trying to figure out what's the one funnel that's going to rule them all.
And so to figure that out, then we double down and now we can spend more money on ads and things like that, right? And then all the other funnels, we send the people in the follow-up sequence, right? It's just shifting the way you're thinking about this, right? In Dan Kennedy business, it's the MIFKey funnel, right? No BS in the letter.com. That front end and you know and that's when we spend all the money and the effort and the energy trying to get people to buy seekers to success it's the seekers to success miff key right seekers to success.com you go down to the to the offer there and that's where we send that's where we're driving traffic there so um so that's kind of the concept now so each business should have one funnel that rules them all right like that's the that's the thing you got to be thinking about like what's the one funnel that can profitably um or even at a loss acquire customers that bring somebody in um and it hopefully builds a relationship they want to send it send up the next thing like it does all the the the jobs it needs to do to then move somebody up to the next tier of the value ladder right and bring them in but then after you then after you have them in, you've already spent the money to acquire that customer.
Now it's like, what are other things that they would want to buy that are similar to what they came in initially, right? Someone comes in for selling online event. They paid $100 for the ticket.
They won't learn how to sell online. So they're probably going to need a ClickFunnels account.
They're probably going to need other things we're selling. So like we're just making them offers and sharing different things with them.
Now I try to do it in a way where I'm not just spamming every week just selling something right you've probably uh i did a podcast episode a while ago kind of walking through these like free front and content funnels we're doing and you probably if you're on any of my list you're seeing them you notice like every single week there's one for click funnels and there's every single week one for prime mover uh where it's like that whole week we're focusing and there's a whole bunch of really cool value packed contented content that we send people, you know, like three or four videos that all push to one offer, right? But it's very much like value-driven upfront and it pushes the offer, right? And so for me, it's like, those are all the backend funnels, right? And again, those would have to convert as high. We're not split testing a million different variations and all sorts of stuff.
It's like the person has a relationship with us. If we did the front- funnel, correct.
The one funnel that rules them all, then they probably have a, you know, then they probably had a good relationship. And now they know who we are.
They know, like, and trust me, it's like three days of a live event with me. You know, like there's, it already spent 90 minutes on a webinar, wherever it is, but now like there's this trust.
So the other funnels, I don't have to try as hard to get people to buy, right? And I don't really care if you buy in the first funnel, the second, the third, like I'm just, I'm sending out different ideas and concepts to that audience that are related to the core thing that I sell. Um, and then maybe they're going to buy one of these tangential offers, um, if they didn't buy the main thing.
Right. So that's how I look at my business and how I'm structuring things.
So I want to show it with you guys. Cause that's like step number one, Deb step number two comes down to like okay how do i how do i actually focus on the spot where i this one funnel that rules them all when i can focus enough to get the spot where i can spend a thousand dollars a day in ads and then ten thousand and then a hundred thousand and beyond right like that should be the focal point should be the only thing that actually matters um when i'm in a new business like the whole the hard work is in like figuring out that first funnel the one that can be profitable and paid ads you're tweaking you're testing you're tweaking you're like doing all the work on that's the hardest part right because you have that now you got a customer generation machine that's just creating customers on demand for you profitably or at a small loss you know a break-even funnel and now you can bring in some all these other things um so that becomes a focal point right and so then it's like well how do i consistently spend a hundred grand a day or a thousand dollars whatever the number is for you right everyone's at different levels figuring out that what that is how do we get to the spot where we can spend that much consistently right and so um you start looking at all your efforts and so for me it's been fascinating because it's like uh like right now this week there's a selling online event happening we sold about 3 000 tickets and like 2 800 of those came from paid ads mostly from google um or sorry like google properties so google youtube and then meta property so uh facebook and instagram mostly came from that right um and so we have a small team running that and it's obviously expensive to get those people but we're doing a lot of other efforts too like we're doing social media we're doing emails doing a bunch of stuff like that it's fascinating i look at our social media like we have millions of followers all sorts of stuff um but not many i think only 18 people or 20 something like that people came from social media so all of our social media efforts which everyone spends so much time on we do too time energy money to the social media thing the amount of people that actually bought tickets from that were actually relatively small now our other channels email and we don't promote email every single time but we do notice is the email is a huge driver for us so what's interesting is they look like paid ads are big driver of tickets sold emails big driver traffic so social media is not right so i started looking at that differently okay well you know right now if i'm spending if every'm spending, if every day, if every week I'm doing a YouTube video, right?

Like, and the YouTube video is bringing me 18 customers maybe

and the paid ads are bringing me 2,800.

Like, where should I be focusing my time on?

Like, what's more valuable, making the YouTube video that week

or like creating an ad, right?

So it's like, I should be creating at least a one-for-one comparison.

If I do one YouTube video, I should be making at least one new ad to test. But it should be probably 10 to one, right? Like I should create 10 new ads for every one YouTube video since I'm getting, you know, whatever the numbers is I'm driving.
So I don't have the numbers in front of me, but you know, 18 versus 2,800, like it's, it's a big difference, right? As you're spending that much more time on the ad side. Uh, one of our, uh, one of my Atlas members, uh, Bill, he spoke at, he spoke at FHL nine and a half,

uh,

uh, how much more time on the ad side. One of our, one of my Atlas members,

Bill Juan Fumetti,

he spoke at,

he spoke at FHL Nine and a Half,

FHL International.

He, you know, he's spending 150 grand a day

right now on ads.

And essentially he was like,

why would you waste time

on social media?

It's like, it's a waste of time.

It's like,

the only thing I'm focusing now

is more ad creative,

more ads, more ads.

That's all he's doing, right?

He's not even optimizing his funnels.

He's just focusing on ad creative, right?

Because the ad creative, it drops the CPA, gets more customers in. It's like, that's where all's doing right um he's not even optimizing his funnels he's just focusing on ad creative right because the ad creative it drops the cpa uh gets more customers in it's like that's where all his efforts at so i start thinking man for all the effort i spent on this free social if i spent all the time on paid ads how to change things right and i start looking like the social like if only 18 people are buying like what's what should be the focal point of social right in my mind this focal point of social is not so much to have to make more sales right the focal point of social is to get people from social to email because email does make sales right how to move them off so when you understand that it's like okay maybe my social strategy is different like me pushing the funnel one funnel rule them all is probably not going to be the thing socially this may be not on instagram or tiktok i don't be different for you too.
Again, this is just my experience. I want you thinking through this for yourself and for your own numbers, your own business, right? Like what should be the focal point? What's up funnel hackers? I want to talk to you guys about a challenge that every business faces, including mine, and that is finding good people to hire.
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So for me, if it's like every time I create something socially, like this podcast, for example, I'm recording a 30-minute podcast. This is great, right? I need to spend 10 times that much now creating ads for the thing, right? And this podcast is going to be great.
You guys were listening. It's going to build a relationship.
It'll build value. You'll be more likely to look at other stuff in the future.
Hopefully from this, when you see an ad, you're more likely to click on it and buy. You're like, man, Russell gives me all the good stuff.
What's he going to teach during the Selling Online event, right? Maybe I'll push you to an email list from here, right? But the reality, if you look at the actual numbers and come down to what's actually moving the needle, right? For us, it's paid ads and email. Social like social is not driving the needle right we have a huge social following so like how do we use social then to get people on an email list because since we know that once they're on email now they then are buying but they're not buying from social right it shifts kind of your focus point of what you're trying to do and how you're trying to do it right like how do we get people to move that way so anyway that's kind of what i think you guys thinking about is you're looking at these things right number one is figuring out like what's the one funnel in your business the one funnel is going to rule them all the one that you're going to focus on they're going to do daily split test you'll be driving traffic you'll be testing tweaking testing tweaking that like that that is like the the choke point of your business if it works you're successful if it doesn't work you're not successful right like what am i if one of my like right now if the selling online event stopped working that business would dry up very quickly right i still have my email list and things i could do it with but like it would shrink things quickly right in the click funnels business if i don't have a funnel on the front end that's bringing people getting people trials profitably like that business will shrivel up fast right and so it's like the lifeblood of everything yeah most people aren doing that.
They're, I'm going to do a book funnel. I'm going to do a webinar funnel.
I'm going to do this. Like you see me launching a lot of funnels.
You think that's the strategy, but it's not. What happened is you came, you already came into my world, right? You're on the list.
Now you're in the monetization funnels, which is like every week you're getting a new funnel and a new offer and new training and new ideas. And just like trying to figure out other ways to help you and serve you and to monetize you.
That's it. You know, it's, you're seeing that piece of it.
You're

like, Oh, this is Russell's business. That's what I should be doing.
It's like, no, no,

you're modeling the back end of the business. Like the front end of the business is where you

win or you lose, right? Gang can be one-on-one, whoever can spend the most money to acquire

customer wins. Like where does that game happen? Right.
That game happens on the front end,

on the conversion of the one funnel. It's going to rule them all for you.
Right. That's how you get this thing profitable.
And then the back end is how you monetize those people who came in, right? And again, that helps add to it so you can spend more money to acquire a customer. But again, it's different, right? And so I want you thinking about that for your business.
What is the right funnel? And you probably notice for each of my businesses, the funnel is a little different. Like, if you look at the linchpin, I don't know.
I still am such a huge believer in linchpin. It's still the game plan we're executing.
But where I taught at Funnel Like Lab 9, that was the whole, the whole of them was just linchpin. And I think a lot of people, it was overwhelming for them because they're like, oh, it's too many pieces.
But like, the reality is still the truth. Like, it's still the way.
It's still what you should be focusing on. Like, because inside the linchpin, if you'll notice, like if you look at, if you understand the linchpin, if you don't, if you go to linchpinbook.com, I think you can go get it, or just Google Russell Brunson linchpin book.
You can go get a free plus shipping copy of it. It'll explain the model and how it all works to you.
But you go over there and you actually get that. You look at it.
You'll see like there's different funnels inside that process, right? There's like, there's the MIFCI funnel. Then there are the dramatic demonstrations, which are webinars and challenges, right? Then there's the dramatic demonstration number two, which are high ticket, like an event or a call set, right? Like inside that model, all the core funnels fit into it, right? But it doesn't always mean that the same funnel is the one to focus on, right? For the Dan Kennedy and the secrets of success business, both of those, the MIFK funnel is the one funnel to rule them all, right? But in the ClickFunnels business, it's not, okay? It was a webinar, it was a dramatic demonstration funnel that led to the MIFK on the thank you page, but it was a dramatic demonstration funnel was the one that we could profitably, consistently drive traffic to, okay? It's selling or in the prime mover of my coaching business, the selling online funnel as dramatic demonstration number two, right? Selling high ticket.
That is the one that is the one funnel to rule them all. That's what we're focusing on, right? And then we're backfilling all the other pieces of the linchpin through emails and everything else that happens afterwards.
Does that make sense? I know we're geeking out at a deeper level, but hopefully you guys can hang with me here. Uh, if not, this is one of the things that I come back and relist this episode in the future.
Cause, um, as you get more advanced in this business, this will make more sense. These are, these are some of the higher level conversations that I get to have it inner circle and with people behind closed doors.
I don't necessarily get to speak to, to the masses as much, but I just wanted to geek out with you guys for a little bit. Hopefully you don't mind.
Hopefully this is helpful for you. But those are the things to start thinking through inside of your business.
Like where does it fit? How does it all work? Because when you start putting those pieces in and figuring out that first funnel, that's the key. Then after you have them, now it's like, now we've acquired the customer.
Think about Agora, right? They acquired a customer on the front end funnel. They have a whole team.
The only job of the team is to monetize that people. And what, not all the divisions, but some of the divisions of Agora, they have, they literally each month, they just plan one new webinar.
It's like, here, we're making a new webinar. We sell a thousand dollar offer and we're going to promote it to our existing customers and new people brought in.
And the goal is just monetization. How do we make as much money as possible off this list? Because we already paid for it, right? The most expensive part of the business is the first part.
It's the money you give Zuckerberg to get the click, to get someone to come to buy the first thing, right? That's the most expensive. And after you got them, now they're on your list.
They're your customers. Now it's free.
Like now if I do webinar, I sell a thousand dollar offer. If anybody buys it, guess what I get to keep? The thousand dollars.
I didn't have to spend the $950 on Facebook ads to get this person to show up to the webinar, right? Like I already have that person. I push them back and that's where you start making a profit, right? And so it's an interesting game because you make the least amount of money on the front end, which is the hardest, most difficult, most, you know, labor intensive, you know, testing, tweaking, testing, tweaking.
And the backend, usually it's less effort, but, um, you know, you know you can be worse at your webinar pitch you can do worse that your dramatic demonstrations the offer can be can be worse but because the people have a relationship with you at this point everything else you're selling becomes easier does that make sense so that's kind of the that's the twist the twist that's the that's the thing to start thinking through so um yeah so if you're if you're looking at your business about it in the two things. The front end, you're focusing on the one funnel to rule them all for that business.
And the back end are the other funnels to monetize, the monetization funnels. So acquisition funnels versus monetization funnels.
It's interesting, I did a training on this inner circle a couple of years ago. And it came back to Jay Bram.
Jay Bram's got a really cool framework. He calls it, there's only three ways to grow a company.
And he's like, and there's not there's not four ways not five ways only three ways right and the first way is um to get more customers acquire more people right how to get more people coming in and that's this whole like front-end acquisition one funnel to rule them all concepts all about right how do i acquire more people okay the second way is to get people to spend more money with you right which is then this is like the upsell funnels the upsells the the cross sales the live event like all the things we're doing now to get people to spend more money with you, right? Which is then, this is like the upsell funnels, the upsells, the cross-sells, the live event, like all the things we're doing now to get people to spend more money, right? So my, again, the Prime Mover coaching business, someone comes in, they pay $100 for a ticket, right? How many, and acquire as many people as possible. It's one way to grow a business.
Number two is how to get people to spend more money. So we upsell them from the three-day selling online event into our $10,000 coaching program, right? And then the other one is how to get them to buy more often.
So more customers can spend more and then buy more often. So how does that work? That's the monetization funnels on the back end.
Every week, we're doing these little mini dramatic demonstration, get a video, content training, which then leads to an offer, right? And that's this back end monetization. And so if you look at you look at like that's the thing acquisition you're getting more people coming in getting to spend more money and then getting to buy more often the only three ways to grow a business it's all about acquisition funnels and monetization funnels okay so through the beginning where do you focus right this is the good logical question if you're the beginning what you're focusing on is the acquisition funnel right that important one.
How am I going to acquire? I don't have customers yet. How do I acquire the customers consistently? Right.
Um, and so it can be anything like in, in any type of funnel works for this, right? In fact, if you, you know, if you talk to Pedro a day, I always make challenge funnels the best one for that. Right.
Cause that's how he does it for me. It's usually been a webinar funnel or, you know, a different one book funnels work for this, right? You can do a book funnel.
Like they all they all work differently it's just figuring out like what's the one that you're going to focus on that's going to become the thing um and you may not know at first so maybe at first it is tying one or two or three different funnels right i always tell people that like going from zero to million million ten ten to hundred like there's different things that you step right and going from zero to million it's all about two things it, like there's two pieces, actually three pieces. Three pieces of your favorite.
Number one is who is it you're serving? Okay, and then what is it they want? Now, what do you want to create? What do they want? What's the offer they actually want? And then how do you sell it? So the who, what, and how, right? Who's your dream customer? What do they want? How do you sell it? Okay, so the how is the funnel. Which one is it? Okay, and then initially to launch a business, I don't really know.
So I'm going to do a webinar funnel. I'm going to do a don't really know so i'm going to do a webinar funnel i'm going to do a miff key funnel i'm going to do a challenge i'm going to i'm going to try a couple things till one of them hits and it's like ah okay i know now i know who i'm selling to right i know the offer what i'm selling and i know how to sell it like for me the challenge funnel is the one for this business right okay now we know that let's focus on that's double down on it's triple down on that right? Or it's like, hey, the challenge funnel didn't work, but a webinar didn't work.
Or hey, webinar didn't work, but we did a three-day event. That one worked.
So it's like testing a couple of things so you find one that's got the most likelihood of success. And then from there, now it's like, okay, now this is my one funnel to rule them all.
This is the focal point. Now I'm going to start split testing.
Every single day you're coming in and you're testing, you're tweaking, testing you're tweaking um we used to have this mantra i think you bring it back to our company but way back in the day when it's like five of us working we had this mantra which was like how to give yourself a raise every single day right because i thought about this like in the real world if you want to cure yourself a raise what do people do right if you're in college you go to college and then you get a college degree and you get another degree and then, you know, whatever you go through this whole process, um, to give yourself a raise. Right.
Whereas if you can do that, um, you know, how do you do it faster? So like inside of an online business, if you're split testing headlines, right, you get a headline that's converting at 30% and you'd make some twists, has some tweaks and eventually get your headline converting higher routes at 50%, right? You just gave yourself this huge increase in conversion, which is a raise. So when you start looking through lens, every day you come in, like how do I give myself a raise today? Well, I can split test something.
I should do that. Okay.
That can give me a raise. Um, I could figure out how to get more ads.
I'd give me a raise. I can go and get on someone else's podcast.
I would give me a raise today. Every day, how to give myself a raise today.
It's like, and you do that by, again, the three the three things like getting more customers in so like what are the things i can be doing to get more traffic right um and then how do i how do i split test this so i increase this conversion so more people will come in uh and then from there it's like how do you go buy more often how do you get to buy more like what's my back end upsells and how do you buy more often what other things can i start offering these people after they come into my world right like that's that's the things i start thinking about that's how you give yourself a raise every day so anyway that was 23 minutes and we we covered a lot i hope you guys got this this is one of those ones you should probably this do four or five times i gave like five sermons yeah in a row um i kind of went fast on it too i could have done three day event all that stuff but anyway you guys are you guys are intelligent you're the podcast listeners you love kind of went fast on it too I could have done 3D event and all that stuff but anyway you guys are intelligent you're the podcast listeners, you love this kind of stuff so I hope you get a lot of value from this one if you did, please let me know, take a screenshot on your phone post it on social and be like, everyone go listen to Russell's podcast he just dropped some gold on this episode if you got no value then go listen to it 3 or 4 times and I think from there you'll be like, oh I got it, I see Russell's saying now. So anyway, that's it.
I'm going to end this episode. I appreciate you guys.
Thanks for listening. Thank you for being a subscriber.
And I'll see you guys on the next episode of The Russell Monson Show. Now, obviously, if you want to sell stuff online, you're going to need a good funnel.
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