Content Launch Funnels: The Secret to Selling Anything... Without Selling Anything! | #Selling - Ep. 12

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This is the Russell Brunson Show. Hey, this is Russell.
Welcome back to the show. Today, I want to talk about something that I have never talked about before publicly, but I think it's something that'd be really powerful for you.
It's called the content launch funnel. And this is really one of the secrets to selling anything without selling anything.
Okay. And I may seem confusing at first, but come back with me.
I'm going to explain how this thing works because it gives you the ability where you can literally email your list every single day and they never get frustrated. They never get burned out.
They never get tired. In fact, they start looking forward to emails.
And at the same time, it converts more of these people, every single opener, every single clicker, into a buyer, which is the key. And so that's what we're talking about today.
So if you want to drive more traffic, if you want to send more emails, you want to have more success, this content launch funnels concept to something new that I've been tinkering out there for like the last, man, four years now. And this is the first time I've ever shared it.
So here we go. Now to understand this, there are three or four different things you have to understand first, right? So I need to give you some context.
And so I'm going to explain these three or four different types of funnels first. And then afterwards, I'll explain how we weave these things together into a content launch funnel.
Okay. So the very first type of funnel that's important to understand is what's called a product launch funnel.
And this is the funnel that was made famous by Jeff Walker. If you've ever gone through Jeff Walker's PLF course, product launch formula, that's what he's teaching is how to do a product launch funnel.
Jeff calls it a sideways sales letter, which is kind of fun. I always think about like this long form sales letter to sell your product or service.
And it sideways like tips over and then breaks into like four different things, right? So if you look at a traditional Jeff Walker style product launch funnel, that's the way it works, right? The very first step, you go on this landing page, you put in your email address, and then after that, you get put on an email list, right? And what's gonna happen is typically they're gonna have four videos, okay? Video number one is gonna be there, and usually like, depending on how you do the product launch, there's some people who do a lot of pre-launch and they'll release video one, then a week later video two,

a week later video three,

a week later video four.

Some people do it evergreen

where like every 48 hours it unlocks one.

Others do it where it's like,

you get video one when it's done,

then you can go to video two

and then video three and video four.

But these four videos are all about setting up a sale, right?

Same way if you were to read like a long form,

like 60 page sales letter,

the first part of the sales letter is video number one.

Second part of the sales letter is video two. Third part of the sales letter is video three.
And the fourth part of the sales letter is where you actually sell the offer. Okay.
Um, if you look at Jeff, Jeff's formula, it's actually, it's very similar to my model with the perfect webinar. Uh, it's not the same.
We have kind of our nuances, how we do differently, but the process of selling is the same, right? And so if you look at, if you, if you are, uh, you know, an avid Russell Brunson follower, you've gone through my perfect webinar training before, you look at like video number one is usually origin story, new opportunity. Video number two is like you teaching, like an ownership experience, like teaching them how to do the thing.
Number three is gonna be your internal at false beliefs. Number four is gonna be your external and then you make the pitch, right? So it's different but very similar model, right? It's how you break up how you break up the four videos.
That's the concept of how Jeff Walker runs his product launch funnel. I'm sure you've seen him before.
If not, that's the way it works. Someone opts in.
There's a video. A couple of days later, video two, video three, and video four, and then makes the special offer.
That's what the product launch funnel looks like. From a structure standpoint, we're using very similar structure with the content launch funnel,

but different strategies.

So I don't want you thinking,

oh, Russell's teaching a product launch funnel.

I'm not, okay?

It's just understanding the strategy.

In fact, if you look at a traditional product launch funnel,

you'll see usually the top,

there's like four videos

and like video one will be unlocked

and video two, three, and four.

There's a lock sign,

like they're locked down.

Like you can't get them until they release video two

and then video three and video four, right?

And this is a very similar structure to how we do our content launch funnels. That's number one.
Number two, one of the most powerful things that we discovered a decade when we launched ClickFunnels. In fact, this is the difference why ClickFunnels is not a $100 million company.
Instead, it's a company that's not over a billion dollars because it's one little thing we figured out along the way. What it was is when somebody would come and they would register for our webinar, we'd have them, someone registered for webinar.
Then during the webinar, I'd make an offer where they could buy access to click funnels for a thousand dollars. Right.
Um, but we still have like, if you go to clickfunnels.com, there was like, um, there was a trial, like a 14 day trial. Right.
And so the one thing we added was on the thank you page, ask someone to register for the webinar. This was Todd's brilliant idea.
Todd Dickerson, my business partner.

Todd said, hey, let's add this thing where basically make a video, say,

hey, thank you for registering for the webinar.

It's gonna start in two days, whatever.

But before you show up, register for,

like sign up for a free ClickFunnels trial down below

and just play with it a little bit.

And then during the presentation,

I'm gonna show you how to use it.

I'm gonna walk you through it,

but make sure you have an account right now

so you can use it.

Again, there's a 14-day trial

so you can cancel afterwards,

but make sure you have the trial when you show up to the webinar. And again,'s a 14-day trial so you can cancel afterwards, but make sure you have the trial

when you show up to the webinar. And again, there's a free 14-day trial down below.
So we add that one little thing in there on the thank you page. It was crazy, like in hindsight now, going back a decade, year number one of ClickFunnels, we ended up getting 2,500 people ended up buying the $1,000 offer I made at the end of the webinar, which is great, right? It's a really good business.
But what's even better is 7,500 people created a trial on the thank you page and stuck. So we had 7,500 people paying $97 a month for ClickFunnels after the first 12 months.
So what's crazy, you look at like most people do webinar and they're like, oh, we did US 2,500 times 1,000, right? We had $2.5 million in sales, that's great, right? But what you don't understand is that 7,500 times 97 is $7.5 million. No, it's more.
No, what's the math? Anyway, it's like, I think it's close to $9 million a year in recurring revenue, right? Way more profitable than what we sold on the webinar. It was that little tweak, the little hinge that swung a huge door, right? And so we started calling these thank you page MIFKIs.
What's a MIFK? MIFKIs stands for the most incredible free gift ever. I learned this from Dan Kennedy.
When I bought Dan Kennedy's company, it was funny. I'm a consultant as well.
So when I consult the company, I look at what's already working and then how can we double down on that? How can we take that and improve upon it versus scrap everything and start over? So when I bought Dan's company, I met with this whole team from out here to Boise and I asked them them like, hey you guys have been running this company for 40 years, like what's working, right? And they said, well the thing that's been working for 40 years is the MIFKE. And I was like, what, the MIFKE? They're like yeah, the MIFKE, and I remember I hated that word for a while.
I was like that's the most annoying word ever. Now I love it, right? And I said, what's the MIFKE? He said, oh it's the most incredible free gift ever.
M-I-F-G-E, MIFKE, right? And they took the MIF-G, and so what Dan Kennedy would do is when he launched his newsletter back in the day, he was like, hey, when you sign up for my newsletter, you get all, you get like $10,000 worth of bonuses and money-making advice for free. So it was like an irresistible offer, right? And so when we launched the Dan Kennedy company, when I relaunched the company, we just made a really good MIF-G offer.
We launched it, and that's how we built that whole business and that brand again. And so that's what a MIFK is, a really good offer.
And so what we do inside of on Thank You page of MIFK, someone registers for a webinar, for a challenge, for a launch, whatever it is. And then on the Thank You page, after we thanked them, they make them an irresistible offer, a MIFK offer, right? An offer they can't say no to.
And so that's kind of what the MIFK is. All right.
Uh, okay. So those are the two things you've got to understand.
Okay. Number one was how the product launch funnel works.
And up to have a MIFK funnel works. Okay.
Now what we're going to be talking about differently, we're going to do today again is, um, is the secret to selling basically anything without selling anything. Okay.
And I call this a content launch funnel. And we started in this four years ago where basically like I have a ton of offers, right? I have more offers than probably anyone on the planet.
I've got my Docum Secrets book, Expert Secrets book, Traffic Secrets book, Perfect Webinar Script. I've got List Building Secrets.
I've got, like there's tons, ClickFunnels and Funnel Hacks Webinar. I have so many offers.
But the problem is I take my email list and I want to email offer one and then offer two and offer three. Like my list eventually is like, he's selling something every single day, right? The list gets burned out and they stop responding.
And so I was sitting back four or five years ago and I was like, how do I change this process so that they look forward to hearing from me and they're more likely to buy? And so that's kind of where the whole thing came from initially. In fact, one of the code names we call it, internally we called it Mifky Candy, right? We're gonna take the Mifky and we're gonna wrap it into a bunch of candy.
So people, they don't even know that the offer's coming. They just know that like there's this candy and it feels so good and it tastes so good, right? It's like medicine where they take medicine, a spoonful of sugar makes medicine go down, right? Because it's flavoring it.
So what I'm doing is I'm taking the offer. So let's just say, for example, here we go, dot-com secrets book, right? So let's say I'm going to sell the Dotcom secrets book.
I can send four emails, five emails on my list. So in the book, but then it's like, okay, Russell, we got the gist, like you're selling us a book.
Like there's no value here other than just us buying your offer. So I'm like, okay, how can I do this? I started looking back, like what are all the things I've done over the years, content rise around Dotcom secrets, right? And I found there was like, there was a, I did a one day event going through all the stuff inside of DotComSecrets, I did a three day event,

I had spoken on Tons of Eals Podcast,

I had spoken on stage multiple times,

I had so many cool things,

a DotComSecrets book of me teaching things

in really cool spots, right?

So I thought, instead of me just selling the book,

what if I go back and I find a bunch of that content

and I let people watch that for free,

so they get a taste of the book, the candy,

and then inside of that, then I offer them

the irresistible offer, the most incredible free gift ever, right? What does that look like? And so what we do is we took, again, I took four videos, okay? I have four videos and I have an offer. Like what's the right funnel I can use? And I was like, what if I use the product launch funnel? But instead of having these product launch videos all set up to launch $2,000 course or something, what if it was like this? Okay, so basically this is what it looks like right now.
This is what the content launch funnel looks like. Somebody, so we have a landing page that says, hey, I've been teaching people how to have success with funnels for the last 10 years.
I'm a best-selling author teaching this concept, but I've got four videos that I've done throughout my life teaching the most important things. I did one over here, one over here, one over here.
People have spent $5,000 to be at this event, 2,000. These are real, actual, valuable videos.
If you want to get free access to them, give me an email address. I turned to a lead magnet.
Someone comes and they want access to these cool videos. They put in their email address.
Email address goes in. Boom, they go to the next and the next page, we slide in the thank you page of MIFK, okay? Hey, thank you so much for registering for the .com Seekers Training Series.
If you haven't read the book yet, there's a link down below, you can get the book, get a free copy of the book, cover shipping handling, links down below, you can get a free copy, and then they go down, they can say yes, get a free copy, or no, say no thanks, boom, it takes them over to video video number one. They say, yes, takes it to the book funnel and then takes them back to video number one.
Right. So either way.
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Now what happens is a percentage people buy the book right there, but a bigger percentage don't, right? They go, they bypass the book, they watch video number one. So they're watching video number one, free video, free training.
It's awesome. It's like, you know, for me, it's like a 60 minute video, like something that people would pay for other places, right? But they're watching this video and the video is me going deep into one of the chapters from the dot-com secrets book.
They watch, they learn like, this is amazing, right? So now they're like witness an hour me teaching this thing like this is awesome i want some more and guess what right below the video there's link says hey um get a copy of my book right here like oh and they go get a copy of the book you know they opt they go get a copy of the book okay now um after they've read they put their email address the opt-in page now there's the you know immediately they can email it pushes them to video number two but then day number two it pushes them to video number two. Like, hey, I hope you enjoyed yesterday's video.
If you missed it, here's a link to go watch yesterday's video. But today, I gave you another video.
This is when I had a chance to speak at so-and-so's event. I wanted to go deep on this concept.
And so this is, you know, from chapter 13 of the book. But if you want to go watch a free hour-long session on how to do this, click here.
And they go there, boom, to video number two in the content launch funnel, right? And so if you look at the way the page is structured up top, you can see there's the four videos, right? And so when they go to video number one, video number one's open, and video two, three, and four, the little image has a little locked icon, right? When they go to video number two, right, now video number one and the number two are open. So they can click back and forth and go back to video one and two, one and two, so they can watch one and two, but three and four are still locked down, right? So they watch video number two, like, oh, I wanna watch video number three, but I can't.
Oh, but then Russell's talking about his book again, like, oh, so all of a sudden another percentage are like, I got a lot of people on the thank you page who bought the book, a lot of people on video one bought the book, but now I'm on video number two just giving value, right? They have a chance to go and they watch video two. If they like it, boom, then they go buy the book.
And then they do same thing, video three, next day, video one and two again but if you you know if you haven't watched them now here's the video number three which is the which is me teaching this concept go watch it boom right in the video number four so i got four different content videos four hours of training of me like giving them my best stuff my best content right all pushing down to my irresistible offer right my book offer um or keep my continuity offer keep whatever whatever offer you have, right? All pushes down to that exact same offer. And that's kind of the way it works, okay? So if you look at our email sequence, the way it works right now is what we'll do is each week we pick a new content launch funnel that we're gonna focus on, right? So for example, in my business right now, the time I'm recording this, next week is the expert secrets, is the offer, the expert secrets book is the offer.
And so we have a content launch funnel in front of that that wraps, it's Miffy Candy. It's candy wrapping around this irresistible offer, right, the most incredible gift ever.
And so what we'll do is the email list, we'll send out three emails, one, two, three, trying to get them to opt in to register for the free content, okay? And if they do, then they're taken off that email list temporarily. Then they get emails pushing from video from a video one to two to three to four.
Okay. And then after video four, then we do two more emails that just promote the book.
Okay. Now, if they, if I send three emails and they don't ever opt into the list, that's okay.
But you have four and five. I just push them directly to the offer.
Okay. So either way they're seeing the offer, but I'm wrapping it in candy first.
Okay. So again, this is what I call it.
Mifky Candy. And so that's kind of, that's how we structure it.
That makes sense? And so, again, next week we're doing expert secrets. The week after that, we're doing perfect webinars.
What did I do? I found really cool spots. Me in Mexico teaching perfect webinar.
Me in the UK teaching perfect, like different pieces of it. Boom, boom, boom, boom.
They opt in for four free videos, teaching concepts from the book. Boom, thank you page.
And perfect webinars, not a book. It's a $7 course, but then we push them.
The most incredible free gift ever is a $7 course, right? Um, and so on and so forth. So that's what a content launch funnel looks like.
That makes sense. Okay.
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Okay, so now you guys understand this concept, right? What I want you to start thinking through is a couple things. In fact, I got three steps for you, okay? Step number one is figuring out what is the thing you actually want to sell, okay? Again, it could be a book, it could be a course, it could be your membership site, it could be whatever it is, right? And so that's the first thing.
Now, I want to amplify this a little bit. A lot of people miss this, right? Whenever I say MIFCI, the most incredible free gift ever, a lot of times I think about this, they think about this in relation to like how I traditionally teach in the past, which is like if you're launching a membership site, right, you create a MIFK, like a really good offer to get people in the continuity.
But the reality is every single offer I'm creating, I'm attaching it to a MIFK. Does that make sense? So again, I'll come back to the .com Secrets book, right? This is the book.
It's free plus shipping. It's $7.95, get a copy of this book, right? But then if you go to .comsecrets.com and look on the page, like you don't just get this book.
You also get, I have like six different things, okay? You get these six things for free when you buy the book, okay? So when you buy the book, you get these six. So I think if I went to the page, it's like you get, there's like a 30-day challenge.
There's two or three other eBooks. There's two or three video courses.
So you get all these things, right? So I took those things, that is the most incredible free gift ever you get for free when you get a copy of the book, okay? So every offer I create, there's a MIFKi. The MIFKi is always the free stuff they get you're attaching to the core product you're trying to sell.
Does that make sense, okay? So step number one is what is it you're trying to sell? What is the offer? And then what is the bonuses, the most incredible free gift ever you're attaching to the offer. And the reason why I do that, because I want to make this very, very special.
When somebody comes to my, um, my content launch funnel and they opt in the next page was to, Hey, congratulations. I'm going to give you a very special offer.
Okay. When you buy my book right now, I'm gonna give you all these things for free, right? Like that's how I structure this irresistible offer.
Um, it's very simple. It's very easy.
Um, it's MIFG. So it's attaching a MIFey to anything that you're selling.
So when I'm selling a continuity, a membership site, I say, use a MIFKey to do that. I'm just attaching a MIFKey to that, right? But if I'm selling a $10,000 offer, again, let's say my $10,000 offer is a coaching program.
What's my MIFKey? Okay. It's all the other bonuses they're getting that I'm attaching to that core offer.
Does that make sense? So don't think a MIFKey is only for memberships and continuity, right? It's for when you're selling anything, okay? So step number one, what is the thing you want to sell? And you're going to attach an offer around it, okay? That's step number one. Now we're going to move to step number two.
So step number two, the thing I start thinking through is like, okay, I've got this product, this offer I'm trying to sell. What are all of the things that I've done in the past to create content for it, right? And for most of you guys, if you are a producer, a publisher, you're putting things out there, you've probably done YouTube videos.
You've probably been on people's podcasts. You've been on your own podcast, right? So I'm looking for those things.
I'm looking for things to have like a unique story where somebody is interviewing me or I did it somewhere, a unique spot, or I went deep on one topic or whatever it might be. So for example, really good really good one with the expert secrets, I had a chance, I was in Dean Graciosi and Joe Polish's Genius Network X, which is their 100K group, so you had to spend $100,000 to be in this room, right? And so the very first time before I finished the book, I did a session there where I taught the concepts from the book, right, and it was on a whiteboard and stuff and recorded it.
And so it's me teaching part of the book, but there's a story behind it, right? What's the story? It's like, well, I was at this event, it's called Genius X, where I spent 100,000, everyone in the room spent $100,000 to be in this room, right? And I had the leaked recordings of me teaching this book before it was published. I taught things that didn't actually make it to the final copy of the book, but you can go listen, you can go, you know, give me your email address, I can give that to you for free.
Right? So boom, they get that video. And then there's another video, another video.
Does that make sense? So I'm finding like things that have a unique story around the content. That way, when I'm, when I'm sending out the three emails prior, I'm not saying, Hey, opt in to go get a thing.
Hey, opt in to go get for free training. Hey, opt in.
Right. I'm saying something very unique.
Like, Hey, I've got three videos. Here's what the first one is.
Give me an email address. You're getting this one that happened at the genius event.
Right. right? Then day number two, it's like, hey, there's this other video that's blah, blah, blah.
Just insert story about this video. Why it's so cool? Why do you want it? This is video number two.
Makes you opt in so you get video number two. And then here's video number three.
Now, it doesn't have to be videos. And it could be a webinar.
It could be a PDF. It could be a lot different.
It doesn't have to be videos. For me, videos are easier for me, but it may be different for you.
Something else might be different. It might be content, right? And it doesn't have to be four videos.
Like a product launch funnel tradition, he's got four videos, right? That's the way Jeff Walker always taught it. But I have some of these where I just have three videos.
Some where I only have two, okay? There's also some where I only have one, and that's okay too, right? There's nothing wrong with that. In fact, I'm gonna teach you guys one really cool secret that you can do.
I had a chance a while ago to interview Ryan Holiday on stoicism. Right? So I had this interview with Ryan teaching stoicism, all the core pillars of stoicism, all this kind of stuff.
Right? So what do I have? I've got a video teaching what I call stoic secrets. Right? And so, and unfortunately, he won't let me use the domain name, but I had stoicsecrets.com for a long time.
Right? And when someone would opt in stoicsecrets.com, okay, this is a content launch funnel, I was just taking a podcast interview I did, right? So somebody would opt in to see the interview through Ryan Holiday. The next page is like, hey, thank you so much for opting in for the interview.
Before I take you to the interview, I wanna make you a special offer, right? Boom, and I drop my MIFKey right there, which for me, the MIFKey was for Secrets of Success, right? So I create the MIFKey, I drop it, boom, people sign up for the trial for the success, and then from there afterwards, boom, they get taken to go watch the interview with Ryan. The interview with Ryan is 60 minutes long.
And then what happens in the end of the interview? Yep, I pitch him back to the same MIFK again, right? And there's two or three emails now pushing back like, hey, and again, because I only had one video, I just sent three emails to the same video. Like, hey, did you have a chance to watch it? Hey, if you missed it yesterday, make sure you watch it.
Hey, I'm pulling it down, go and watch it, right? So keep pushing people back to that thing, okay? And so it's interesting because like literally you can do this strategy with like every piece of content. I see people who've done 100 interviews for their podcast.
They have 100 videos and they put them on podcasts, put them on YouTube and then they kind of forget about them, right? It's like you can take those and you can publish them other places, right? Like last night I was going back through my YouTube channel, just like old videos from four or five years ago. And there's something that have like half a million views on them and they're great.
Like they're getting more views than any of my videos nowadays are getting like for whatever reason, right? But there's some really good ones about like how to structure a funnel, like top secrets about funnel. Like, so I'm pulling some of my old YouTube videos and boom, plugging them to the content funnel.
So like go back in your archives, like you have content in other places. Okay.
If not, you can create it. So a good example, with my Secrets of Success business, I had a book that I wanted to promote.
So I found three other people who were nerdy like me, who love books, and I sent them a copy of the books. One was Joe Vitale.
One was Eileen Wilder. One was Annie Grace.
I said, all of those guys, let's all read the book. And I want to interview each of you guys on one of the chapters of the book, right? So somebody would come and they would opt in.
In fact, I pulled the page up here a second ago. I wonder if I could find it and tell you guys if you want to go see it.
Okay, if you go to, well, it's kind of long, dang. Secretsofsuccess.com slash how-to-get-anything-you-want-challenge.
I got to find a better domain name than that. Anyway, that's where it's at.
YouTube will drop a link down below. Maybe the podcast we can as well.
But there's the challenge. It's a free thing, right? It's the opt-in.
I call it the three-day challenge. And day number one, it's me interviewing Joe Vitale.
Day number two is me interviewing Eileen Wilder. Day number three is me interviewing Annie Grace.
And guess what we do? After the register, there's the thank you page MIFKey. Okay, I did interview Joe Vitale.
We talk about the book, his favorite chapter. We push it back to the MIFKey.
Day number two, Eileen Wilder talked about the book. Then we pushed it into the MIFKey.
Day number three, Andy Grace, back to the MIFKey. Does that make sense? So literally, that's how we do it.
And the same thing with the Robert Collier book, right? We did a three-day event on Robert Collier and like the same process, right? So we're creating the content around the offer to push to the offer. So it hopefully makes you start thinking about content a little bit differently.
Where like all these, the things you're doing to create content anyway now are more valuable than just the one thing, you know, I create a podcast and it's gone, right? I put it on YouTube and now it's gone. Like I always think about YouTube and podcasts and stuff are great ways to get people into my funnels, right? Obviously.
But then those videos, I can use them inside of a funnel, especially for this type of content launch funnel. Okay.
Okay. So again, number one, you got to figure out what you want to sell and attach a MIFK to it.
Number two, what content do you have around that? What could you create? What content has stories? Who could you interview about? Like what are things you can pull in? What stuff you've done in the past already on a YouTube channel or a podcast? Um, you know, you could, uh, one of my friends, Oh, Matt Basak back in the day, he did one really cool. And I'm his wife.
They just laid in bed and they, they talked about, I can't remember what they were talking about, it was like an hour long, they called it pillow

talk, like my wife and I were talking about late at night, like you just got to go grab

your microphone and record something, there's so many cool ways to do it, right, but they

create the content around it, and then step number three, in fact, I mean, sorry, you

come back, if you had a book, it could be just reading, I read chapter one, I read chapter

six, I read chapter 12, like it could be just you reading a couple of chapters, that could

be it too, right, okay, now step number three, this is how we structure, at least how we're

structuring the emails, right, so I send three emails to get them to opt in to the content

I'm going to go ahead and get it. Just you reading a couple of chapters, that could be it too, right? Okay, now step number three.
This is how we structure,

at least how we're structuring the emails, right?

So I send three emails to get them to opt-in to the content launch for that week.

Okay, email one, email two, email three.

Each email is talking about a different story

from the videos inside the members area.

Boom, okay?

After they opt-in, then again,

I pull them off that email list.

They won't get any of those three more emails.

And then from there, they get the emails inside the content launch, So video number one, video two, video number three. Then after that, then boom, everyone gets back on.
We send two emails directly to the offer to everybody. So even the people who didn't opt in and then the people who did opt in and push two emails to the offer to close people on the actual sale.
All right, now, the very first time I did this, like four or five years ago, this is what I did. And I'm actually gonna teach you guys a way to do it differently because eventually, Tim Shields, who just spoke at our last Funnel Hacking Live, he taught me a way that was different.
In fact, if you were at Funnel Hacking Live, he dropped it in the last 30 seconds of his presentation and most people missed it, but it was like the secret sauce to this. So what we did the very first time is we built out these content launch funnels and we had like, I think like 30 of them.
Like it was a long sequence, right? So we're opting, they go through the first ones, the next one, next one, next one. And it was great.
But the problem is like I dumped, after we had that whole thing structured, which took way too long, I dumped everyone at the top of the funnel. And then for the next like 30 weeks, they were going through this gauntlet.

And the problem is in between,

I had to promote FHL.

So it kind of like threw things off.

It's like, I can't email my list because I get emails here.

And just, it didn't, it kind of worked,

but not really.

It was structured when someone joined

any of my email lists.

They would drop at the top of that

and then they'd go through this whole gauntlet, right?

It was pretty cool.

But the problem is like,

when they got in this gauntlet,

then if we promoted anything extra,

it kind of threw things off.

And so we ran that for a couple of years and then it's just kind of falling apart and I needed to rebuild and kind of restructure our offers and things. And so I was thinking like, what do we do for this? What are the pieces, right? And then Tim Shields, he taught me what he was doing.
It was so cool. He basically, Tim's got I think nine webinars, right? They'rewebinars.
And what he does is he spends a week promoting webinar number one.

And when it's done, then he transitions to week number two, does webinar two.

And then webinar three.

And it goes through the nine weeks.

And when it's done, he starts back over the top again.

And he goes back through.

When it's done, he starts back over the top.

And every time he creates a new webinar, he just stops the campaign.

And then he'd plug in the new webinar.

And I was at 10 webinars, right?

And he goes back through.

And this is his whole cycle, week after week after week.

Now, Tim's built an eight-figure-year business in photography market doing this. Like, it's really powerful what he's doing.
And so I assumed he had just daisy-chained them all together, and it was just, anyway. And he said, no, no, he's like, I don't do that way.
He's like, the way I do it, and by the way, this is the big aha, so what we're doing ours differently this time around, right? He said that I have a spreadsheet, so I have the first week, and we do the spreadsheet, we have the emails, we look at the things, we send them all out, right? Then the next one we do, but it's always live. It's in real time.
So we can like see what's happening in the market. Do we need to stop or anything? You know, is there something specific that happened today in pop culture that like if we tweak the email, it would fit for that, right? Whatever it is, right? So it does each one until it gets to the bottom of the nine.
Then when it gets done all night, it starts back to the top one again and looks like, okay, last time we did this, what were the open rates or the click threes? How did it all look? It time like maybe we you know email two didn't really work maybe the story wasn't right so like they go and tweak a couple things and then boom it goes out um and then next week come to you know number two and they do it again they keep going through that's the whole process so for me that's what we're working on right now as well is we're going back through and basically every offer i have and this is not this is in the russell business the, PT Barnum business, um, or Barnum PT business. Um, which if you don't know about Barnum PT, go to Barnum PT.com.
It's a cool plugin. We're building a whole character around Barnum.
Um, uh, the magnetic marketing, Dan Kennedy business and secret success business. So we're doing one of these for each brand each week.
So it's kind of intense, uh, but it's so cool. And so what we're doing is basically, like I said, it's like next week we've got two of them launching, right? So we've got number one, we've got the Russell business, the ClickFunnels business both launching, and that one will go out, boom, right? And next week goes the next one, and then based on how many offers we have, let's keep going deep.
When we get to the bottom, they start back over and keep going, whichever one it is. And then when we have new offers, we just create a new offer and then we just pause wherever it's at, plug a new offer in, launch that one, add it to the thing, and then that'll come back up next time it comes back around.
And that way, you know, these sequences and these campaigns just keep continuing running over and over and over again. You may be thinking, Russell, every nine weeks they're getting the same emails, right? It's like, no, they're seeing the same offer.
But what's fascinating to me is like, I think we, sometimes we think that the people following us are paying more attention than they are, right? Let's say you send an email out to a hundred thousand people, you might get or 40,000 actually open email, right? And from that 5,000 that click, right? So only 5,000 people ever actually saw the opt-in page. From there maybe 2,000 actually opted in, right? So here's the funnel, right? So yeah, maybe those 2,000 people actually saw it, but the other 98,000 didn't, right? So nine weeks later, now you hit them again.
And maybe this time they're more ready, or maybe something in their life's different. I have a friend in the dating market.
He emails his list nine times a day. Nine.
I was like, nine times a day? You're crazy. He said, no, you don't understand.
He's like, the dudes who follow me, he's like, they have a relationship because I'm fun in my emails and stuff. He's like, but most of them have a girlfriend most of the time, right? And he's like, but there's this little window of time that happens every once in a while where their girlfriend breaks up with them.
And when that window happens, I need to be the first email in their inbox, right?

So they're reading for entertainment most of the time

and their heart gets broken

and boom, they open the email

and I'm right there and then they buy.

He's like, I always gotta be in front of them, okay?

So the same thing's kind of true with you as well.

Think about it.

And by doing it this way, right,

you're not just hitting up tons and tons of offers, right?

They're getting three-day, four-day

content launch campaigns every week, right?

They're just like, man, this Russell's serving. He keeps giving me more stuff and more cool stuff and more cool stuff and more cool stuff.
Right. And it builds this really cool reciprocity, that's the right word, where they continue to open emails.
Even if they don't read them all, they don't watch it all. A lot of times people go in there, like they'll, they'll take the emails that I send them and they'll create like a little, um, a folder they save in there.
Cause like Russell stuff's so good. Like if I just want to buy a course and set up by the course, I'll go back and just watch Russell's videos.
Cause his training videos, he gives away for free around everyone of his offers are better than most people's offers. Right.
And so that's kind of what you're trying to do is just build this, this content engine where people are getting a lot of value. So I know a lot of times in the internet world, we talk about using content, right.
But we're talking about Instagram and YouTube and podcasts and those things are all great.

But for me to this day,

and I've been doing this now for two and a half decades,

the channel that makes us the most amount of money is still, and not by a small, like 90, 10,

is still email.

Email is the secret.

That's how we make our money, right?

That's the most important thing to understand.

So when you understand that, it's like, okay,

how do we build a content machine around our email?

Because that's the thing that's actually making us the money. That's what people are missing, right? They have content machines happening all those other places, which are great.
Do those things. But don't forget the most important content machine, which is your email.
All right. With that said, you guys, if you have a funnel but it's not converting, the problem 99.9% of the time is your funnel is good, but you suck at selling.
If you want to learn how to sell so your funnels will actually convert, then get a ticket to my next Selling Online event by clicking a link in the description or go to sellingonline.com slash podcast right now. All right, you guys.
I hope you enjoyed this episode. That is how you create a content launch formula.
It literally is a secret to selling anything without actually selling anything. You're just providing so much value that people want to buy your offers and they want to open your emails.
They're going to archive emails. They're going to go back and read your emails, unlike most people.
And it's all by using this one simple strategy.

So you will see us doing it across all of our brands here.

Again, we did a modified version.

This is four years ago.

This is an updated version I'm so excited for.

And I'm excited to see some of you guys kind of modeling as well because I think it's going to change everything.

Thanks so much.

My name is Russell Brunson.

I'll see you guys all soon.