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

Speaker 1 This is the Russell Brunson Show.

Speaker 1 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'll be really powerful for you.

Speaker 1 It's called the content launch funnel, and this is really one of the secrets to selling anything without selling anything. Okay, I know it may seem confusing at first, but come back with me.

Speaker 1 I'm gonna 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 your emails um 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 and have more success this content launch funnels concept is something new that i've been um i've been tinkering out there for like the last man four years now and um this is the first time i've ever shared it so here we go now to understand this there are there are like three or four different things you have to understand first, right?

Speaker 1 So I need to give you some context. And so I'm going to explain these three or four different types of funnels first.

Speaker 1 And then afterwards, I'll explain how we weave these things together into a content launch funnel.

Speaker 1 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.

Speaker 1 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.

Speaker 1 Jeff calls it a sideways sales letter, which is kind of fun.

Speaker 1 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 um uh product launch funnel it's the way it works right the very first step you go on there's a landing page you put in your email address and then after that you get it put on an email list right and then what's going to happen is typically they're going to have four videos okay video number one uh is going to 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 they'll release video one then a week later video two a week later video three week later video four some people do it evergreen where like every 48 hours unlocks one.

Speaker 1 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?

Speaker 1 The same way if you were to read like a long form, like you know, 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 sales letter is video three, and the fourth part of the sales letter is where you actually sell the offer, okay?

Speaker 1 Um, if you look at Jeff, Jeff's formula, it's actually

Speaker 1 very similar to my model with the perfect webinar. Uh, it's not the same, we have kind of our nuances, how we do it differently, but the process of selling is the same, right?

Speaker 1 And so if you look at, if you are, 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

Speaker 1 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 going to be your internal false beliefs.

Speaker 1 Number four is going to be external, and then you make the pitch, right? So it's different, but very similar model, right? It's how you break up the four videos.

Speaker 1 And so that's kind of the concept of how Jeff Walker runs his product launch funnel. So I'm sure you've seen him before.
If not, that's kind of the way it works.

Speaker 1 Someone opts in, there's a video, you know, a couple days later, you get video two, video three, and video four, and then makes the special offer. Okay.

Speaker 1 And so that's what the product launch funnel looks like. And so from a structure standpoint, we're using very similar structure with the content launch funnel, but different strategies.

Speaker 1 So I don't want you thinking, oh, Russell's teaching a product launch funnel. I'm not.
It's just understanding the strategy.

Speaker 1 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.

Speaker 1 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 okay so that's number one number two one of the most powerful things that we discovered a decade and we launched click funnels in fact this is the difference why click funnels is not a hundred million dollar company instead it's a company some over a billion dollars because this one little thing we figured out along the way okay what it was is when somebody would come and they would register for our webinar we'd have them someone register for webinar then during the webinar i'd make an offer where they could buy access to ClickFunnels for $1,000, right?

Speaker 1 But we still had, like, if you go to clickfunnels.com, there was like, there was a trial, like a 14-day trial, right? And so the one thing we added was on the thank you page.

Speaker 1 Add someone to register for the webinar. This was Todd's Berlin idea, Todd Dickerson, my business partner.

Speaker 1 Todd said, hey, let's add this thing where it basically make a video, say, hey, thank you for registering for the webinar. It's going to start in two days, whatever.
But before

Speaker 1 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 going to show you how to use it.

Speaker 1 I'm going to to walk you through it, but make sure you have an account right now so you can use it. Again, it's a 14-day trial, so you can cancel afterwards.

Speaker 1 But make sure you have the trial when you show up at the webinar. And again, there's a free 14-day trial down below.
So we add that one little thing in there

Speaker 1 on the thank you page.

Speaker 1 And what's 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?

Speaker 1 It's a really good business. But what's even better is 7,500 people

Speaker 1 created a trial on the thank you page and stuck. So we had

Speaker 1 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 a webinar like, oh, we did US 2,500 times 1,000, right?

Speaker 1 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,

Speaker 1 I think it's close to $9 million a year in recurring revenue, right? Way more profitable than what we sold on the webinar.

Speaker 1 It was that little tweak, little hinge that swung a huge door right and so we started calling these thank you page mifkeys what's a mifkey mifkey stands for the most incredible free gift ever I learned this from Dan Kennedy when I bought Dan Kennedy's company it was funny you know I'm I'm a consultant as well so when I consult with a company I look at like what's already working and then how can we like double down on that like how can we take that and improve upon it versus like let's scrap everything and start over so when I bought dan's company I met with this whole team from out here to Boise and asked them like hey you guys have been running this company for 40 years like what's the like what what's working right and they said well the thing that's been working for 40 years is the mifkey and i was like what the the mifkey like yeah the mifkey 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 but and i said what's the mifkey and said oh it's the most incredible free gift ever m-i-f-g-e mifkey right and they took the mifkey and so what dan kennedy would do is when he launched his newsletter back in the day was like hey when you sign up for my newsletter you get all you get like ten thousand dollars worth of bonuses and money-making advice for free so it was like an irresistible offer right

Speaker 1 and so um when we launched the dan kenny company when when I relaunched the company, we just made a really good MIFKI offer.

Speaker 1 We launched it and you know, that's how we, that's how we built that whole business and that brand again. And so that's what that's what a MIFKI is, a really good offer.
And so what we do inside of

Speaker 1 on thank you page Mifkey, someone registers for a webinar, for a challenge, for a launch, whatever it is.

Speaker 1 And then on the thank you page, after we thanked them, they make them an irresistible offer, a MIFKI offer, right? An offer they can't say no to. And so that's kind of what the MIFKI is.
All right.

Speaker 1 Okay, so those are the two things you've got to understand. Number one was how the product launch funnel works, and number two, how the Mifky funnel works, okay?

Speaker 1 Now, what we're gonna be talking about differently, we're gonna do today, again, is

Speaker 1 the secret to selling basically anything without selling anything, okay? And I call this the content launch funnel.

Speaker 1 And we started this four years ago, where basically, like, I have a ton of offers, right? I have more offers than probably anyone on the planet.

Speaker 1 I've got my Docum Secrets book, Expert Secrets book, Traffic Secrets Book, Perfect Webinar Script. I've got list building secrets.

Speaker 1 I've got, like, there's, there's tons, click funnels and funnel hacks, webinar, funnel hacks webinar. Like, there, I have so many offers.

Speaker 1 But the problem is i take my email list and i want to email offer one and then offer two and offer three like that 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 like how do i how do i change this process so that um so that they look forward to hearing from me and they're more likely to buy and um

Speaker 1 And so that was kind of where the whole thing came from initially. In fact, one of the code names we call it internally, we call it Mifkey Candy, right?

Speaker 1 We're going to take the Mifkey and we're going to wrap it into a bunch of candy. So people, they don't even know that the offer's coming.

Speaker 1 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,

Speaker 1 a spoonful of sugar, makes the medicine go down, right? Because it's flavoring it. So what I'm doing is I'm taking the offer.

Speaker 1 So for let's just say, for example, here we go, dot-com secrets book, right? So let's say I'm gonna sell the dot-com secrets book.

Speaker 1 I can send four emails, five emails to my list, selling the book, but then it's like, okay, Russell, we got the gist, like you're selling us a book.

Speaker 1 Like there's no value other than just us buying your offer. So I'm okay.
How can I do this?

Speaker 1 I started looking back, like, what are all the things I've done over the years content wise around dot-com secrets right and I found there was like there was a I did a one-day event going through all of the stuff inside dot-com secrets I'd done a three-day event I spoke on tons of people's podcast I spoke on Sage multiple times like I had so many cool things teach a dot-com secrets book me teaching things in really cool spots right

Speaker 1 so I thought like instead of me just Sewing 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, right? The candy.

Speaker 1 And then inside of that, then I offer them the irresistible offer, the most incredible free gift ever, right? Like, what does that look like? And so what we do is we took, again,

Speaker 1 I took four videos. Okay, I said, I have four videos and I have an offer.
Like, what's the right funnel I can use? I was like, what if I use the product launch funnel?

Speaker 1 But instead of having these product launch videos all set up to launch a $2,000 course or something, what if it was like this? Okay, so basically this is what it looks like right now.

Speaker 1 This is what the content launch funnel looks like.

Speaker 1 So we have a landing page that says, hey,

Speaker 1 I've been teaching people how to have success with funnels for the last, you know, 10 years.

Speaker 1 I'm a best-selling author teaching this concept but i've got four videos that i've done throughout throughout my life teaching like the most important things i did one over here one over here one over here you know like people have spent five thousand dollars to be this event two thousand you know it's like these like these are real actual like valuable videos if you want to get free access to them give me email address right so i i turned to a lead magnet so someone comes and they want access to these cool videos they put in their email address Right email address goes in boom they go the next page and the next page we slide in the thank you page Mifkey Okay, hey, thank you so much for registering for for the dot-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 books cover shipping handling links down below you can get a free copy and then they go down they say yes get a free copy or no say no thanks boom it takes them over to video number one they say yes takes them to the book funnel and then takes them back to video number number one right so either way 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?

Speaker 1 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?

Speaker 1 So now they're at the peak excitement. They just like witnessed an hour of me teaching this thing, like, this is awesome.
I want some more. And guess what?

Speaker 1 Right below the video, there's a link that says, hey, get a copy of my book right here. Like, oh, and they go get a copy of the book.
You know,

Speaker 1 they go get a copy of the book. Okay.
Now, after they've read, they put their email address in the opt-in page.

Speaker 1 Now, there's, you know, immediately they get an email that pushes them to video number two. But then day number two, they get a video, it pushes them to video number two.

Speaker 1 Like, hey, I hope you enjoyed yesterday's video. If you missed it, here's a link to watch yesterday's video.
But today, I gave you another video.

Speaker 1 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.

Speaker 1 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 product launch of the content launch funnel, right?

Speaker 1 And so, if you look at the way the page is structured up top, you can see like there's there's uh there's the four videos, right?

Speaker 1 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,

Speaker 1 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.

Speaker 1 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'll watch video number three, but I can't.

Speaker 1 Oh, but then Russell's talking about his book again. I'm like, oh, so I'll send another percentage or like, I got a lot of people on the thank you page who bought the book.

Speaker 1 A lot of people on video one bought the book, but now I'm in video number two, just giving value, right? They have a chance to go and they watch video two.

Speaker 1 If they like it, boom, then they go buy the book. And then they're sending video three next day, hey, here's video one and two again.

Speaker 1 But if you haven't watched them, now here's the video number three, which is me teaching this concept. Go watch it.
Boom. Right.
And the video number four.

Speaker 1 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.

Speaker 1 Or keeping my continuity offer, keep whatever, whatever offer you have, right? All pushes down to that exact same offer.

Speaker 1 And that's kind of the way that works, okay?

Speaker 1 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 going to focus on right so for example in my business right now time i'm recording this next week is the expert secrets uh is the offer expert secrets book is the offer and so we have a content launch funnel in front of that that wraps is mifkey candy it's candy wrapping around this irresistible offer right the most incredible uh gift ever um

Speaker 1 and so 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 the emails pushing them from video one to two to three to four.

Speaker 1 Okay, and then after video four, then we do two more emails that just promote the book. Okay, now if they, if I send them three emails and they don't ever opt into the list, that's okay.

Speaker 1 Video four or 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, it's what I call nifty candy.

Speaker 1 And so that's kind of the, that's how we structure it. That makes sense.
And so

Speaker 1 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.

Speaker 1 Me in Mexico teaching perfect webinar, me in the UK teaching perfect web, like different pieces of it. Boom, boom, boom, boom.
They opt in for four free videos, teaching concepts from the book.

Speaker 1 Boom, thank you page. They get in 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? And so on and so forth.

Speaker 1 So that's what a content launch funnel looks like. Does that make sense? Okay, now obviously if you want to sell stuff online, you're going to need a good funnel.

Speaker 1 But if you want a great funnel, then you're going to need to use ClickFunnels.

Speaker 1 ClickFunnels is the number one funnel builder in the world, helping more first-time entrepreneurs to leave their nine-to-five and to launch their dream than any other company in the world click funnels was built for the dreamers and the doers and you can get a free 14-day trial by clicking on link in the description or going to clickfunnels.com slash podcast right now click funnels because you're one funnel away from changing the world Okay, so now you guys understand this concept, right?

Speaker 1 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 that you actually want to sell.
Okay.

Speaker 1 Again, it could be a book, could be a course, could be

Speaker 1 your membership site could be continu could be whatever it is right and so that's the first thing now

Speaker 1 um i want to i want to amplify this a little bit a lot of you guys a lot of people miss this right whenever i say mifkey the most incredible free gift ever a lot of times i think about this they think about this in relation to like how i i traditionally teach in the past which is like if you're launching a membership site right you create a mifkey 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 mifkey does that make sense so again i'll come back to the dot com secrets book right this is the book it's free plus shipping 795 get a copy of this book right But then if you go to dot 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?

Speaker 1 You get these six things for free when you buy the book, okay? So when you buy the book, you get these six.

Speaker 1 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 e-books, there's two or three video courses. So you get all these things, right?

Speaker 1 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.

Speaker 1 The MIFKI is always the free stuff they get that 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 the the bonuses the the most incredible free get 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 will say hey congratulations i'm gonna 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 mifkey so it's attaching a to anything that you're selling.

Speaker 1 So when I'm selling a continuity, a membership site, I say use a MIFKI to do that. I'm just attaching a MIFKI to that, right?

Speaker 1 But if I'm selling a $10,000 offer, again, let's say my $10,000 offer is a coaching program. What's my MIFKI? Okay.
It's all the other bonuses they're getting that I'm attaching to that core offer.

Speaker 1 Does that make sense? So don't think a MIFKI 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?

Speaker 1 And you're going to attach an offer around it. Okay, that's step number one.
Now we're gonna move to step number two.

Speaker 1 So, step number two: the thing I started thinking through is like, okay, I've got this product, this offer I'm trying to sell.

Speaker 1 What are all of the things that I've done in the past to create content for it, right?

Speaker 1 And for most of you guys, if you are, you know, if you are a producer or publisher, you're putting things out there, right?

Speaker 1 You've probably done YouTube videos, you've probably been on people's podcasts, you've been on your own podcast, right?

Speaker 1 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

Speaker 1 you know, whatever it might be. so for example a really good one the expert secrets I had a chance I was in Dean Graciosi and

Speaker 1 and Joe Paulish's Genius Network X which is their 100k group so you'd be 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 I taught the concepts in the book right it's on a whiteboard and stuff and we 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 a hundred thousand everyone in the room spent a hundred thousand dollars to be in this room right and And I have the leaked recordings of me teaching this book before it's published.

Speaker 1 I taught things that didn't actually make it to the final copy of the book.

Speaker 1 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.

Speaker 1 Does that make sense? So I'm finding things that have a unique story around the content. That way when I'm sending out the three emails prior, I'm not saying, hey, opt-in to go get a thing.

Speaker 1 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 your email address.

Speaker 1 You're going to get this one that happened at the genius event, right? Then Then day number two, it's like, hey,

Speaker 1 there's this other video that's blah, blah, blah. Just insert a story about this video.
Why it's so cool. Why you want it? This is video number two.
Makes you opt in so you get video number two.

Speaker 1 And then here's the video number three. There doesn't have to be videos.
And, you know, it could be, I mean, it could be a webinar. It could be a PDF.
It could be, it could be a lot of different.

Speaker 1 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.

Speaker 1 Like a product launch funnel traditionally has got four videos, right? That's the way Jeff Walker always taught it.

Speaker 1 But I have some of of these where i just have three videos somewhere i only have two okay there's also somewhere i only have one and that's okay too right um there's nothing wrong with that in fact i'm gonna teach you guys one really cool secret that you can do um 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 um Unfortunately, he wouldn't let me use the domain name, but I had stoicsecrets.com for a long time, right?

Speaker 1 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 Ryan holiday the next page like hey Thank you so much for opting in for the for the interview

Speaker 1 Before you I take you to the interview I want to make you a special offer right boom I drop my mifkey right there which for me the mifkey was for secrets of success, right?

Speaker 1 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?

Speaker 1 Yep, I pitch him back to the same Mifkey again, right? And there's two other emails now pushing back, like, hey, and again, because I only had one video, I just sent three emails to the same video.

Speaker 1 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 me down, go and watch it, right?

Speaker 1 So I'm 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.

Speaker 1 I see people who have done a hundred interviews for their podcast, or they have 100 videos, and they put them on

Speaker 1 podcasts or on YouTube, and then they kind of forget about them, right? That's like you can take those and you want, you can publish them to other places, right?

Speaker 1 Like last night, I was going back through my YouTube channel, just like old videos from four or five years ago and they're suddenly 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 funnel like top secrets about funnel like so I'm pulling some of my old YouTube videos and boom plugging into 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,

Speaker 1 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.

Speaker 1 One was Joe Vitale, one was Eileen Wilde, one was Andy 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?

Speaker 1 So somebody would come and they would opt in. In fact, I pulled the page up here a second.
I wonder if I could find it and tell you guys if you want to go see it.

Speaker 1 Okay, if you go to, well, it's kind of long, dang. Secretsofsuccess.com slash how dash to dash get dash anything dash you dash want dash challenge I got to find a better domain name than that.

Speaker 1 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? So they opt in.

Speaker 1 I call it the three-day challenge. And day number one, it's me interviewing Joe Vitaly.
Day number two is me interviewing Eileen Wilder. Day number three is me interviewing Annie Grace.

Speaker 1 And guess what we do? After they register, there's the thank you page Mifkey. Okay, I interview Joe Vitale.
We talk about the book, his favorite chapter, and we push it back to the Mifkey.

Speaker 1 Day number two, Eileen Wilder talk about the book, then push it to the Mifkey. Day number three, Andy Grace, back to the Mifkey.
Does that make sense? So literally, that's how we do it.

Speaker 1 And the same thing with the Robert Collier book, right? We do 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.

Speaker 1 So it hopefully makes you start thinking about content a little bit differently.

Speaker 1 Where like all these, the things you're doing to create content anyway now are more valuable than just just the one thing, you know, I create a podcast and it's gone, right?

Speaker 1 I put 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.

Speaker 1 But then those videos, I can use them inside of a funnel, especially for this type of content launch funnel. Okay.
Okay.

Speaker 1 So again, number one, one, you have to figure out what you want to sell and attach a mifky to it. Number two, what content do you have around that? What could you create? What content has stories?

Speaker 1 Who could you interview about it? Like, what are things you can pull in? What stuff you've done in the past already on a YouTube channel or a podcast?

Speaker 1 You know, you could, one of my friends, oh, Matt Basak back in the day he did one really cool.

Speaker 1 And him and his wife, they just laid in bed and they talked about, I can't remember what they were talking about. It was like an hour long.
They call it pillow talk.

Speaker 1 Like, my wife and I were talking about late at night. Like, you just got to go grab your microphone, record something.
There's so many cool ways to do it, right? But creating the content around it.

Speaker 1 And then step number three, in fact, fact you I mean sorry you come back if you got a book it could be just reading I read chapter one I read chapter six I read chapter twelve 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 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

Speaker 1 after they opt in then then again I pull them off that email list they won't get any of those throne three more emails And then from there, they get the emails inside the content lines, right?

Speaker 1 So video number one, video two, video number three.

Speaker 1 Okay, then after that, then boom, everyone gets back on. But we send two emails directly to the offer to everybody.

Speaker 1 So even the people, the people who didn't opt in, and then the people who did opt-in, push two emails to the offer to

Speaker 1 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.

Speaker 1 And I'm actually going to teach you guys a way to do it differently because

Speaker 1 eventually

Speaker 1 Tim Shields, who just spoke at our last Funnel Hacking Live, he taught me a way that was different.

Speaker 1 In fact, he taught, 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.

Speaker 1 So what we did the very first time is we build out these content launch funnels and we had like, I probably had like 30 of them. It was a long sequence, right?

Speaker 1 So we're opt-in to go through the first ones, the next one, the next one, the next one, and it was great.

Speaker 1 But the problem is like I dumped, after we had that whole thing structure, which took way too long, I dumped everyone on the top of the funnel.

Speaker 1 And then for the next like 30 weeks, they were going through this gauntlet. And the problem is in between, was like, I had to promote FHL, so it kind of like threw things off.

Speaker 1 It's like, I can't email my list because I get emails here. It just, it didn't, it kind of worked, but not really.

Speaker 1 It was structured when someone joined any of my email lists, they would drop at the top of that, and then they go through this whole gauntlet, right? It was pretty cool.

Speaker 1 But the problem is, like, when they got in this gauntlet, then if we promoted anything extra, it's kind of it threw things off.

Speaker 1 And so, um, we ran that for a couple years, and then it's just kind of falling apart. I needed to rebuild and kind of restructure our offers and things.

Speaker 1 And so, I was thinking, like, what do we do for this? What are the pieces, right?

Speaker 1 Um, And then Tim Shields, it what he taught me, what he was doing that was so cool. Is he basically, Tim's got, I think, nine webinars, right? They're all auto-webinars.

Speaker 1 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 goes through the nine weeks.

Speaker 1 When it's done, he starts back over the top again. And he goes back through, when it's done, he starts back over to the top.

Speaker 1 And every time he creates a new webinar, he just stops the campaign and he'd plug in a new webinar. And I've got 10 webinars, right? And he goes back through and then starts back.

Speaker 1 And this is his whole cycle, week after week after week. Now, Tim's built a

Speaker 1 an eight-figure year business in the 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 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 doing anything you know is there is there something specific that happened today in pop culture that like if we tweak the email, it would fit for that, right?

Speaker 1 Whatever it is, right? So, it does each one until it gets to the bottom of the nine.

Speaker 1 And then, when it gets done, they're all nice, starts back to the top one again, and it looks like, okay, last time we did this, what were the open rates, what the click-throughs, how did it all look?

Speaker 1 It's like, okay, what can we tweak this time? Like, maybe we, you know, email two didn't really work, or maybe the story wasn't right.

Speaker 1 So, like, they go and tweak a couple things, and then boom, it goes out. Um, and the next week come to you know, number two, and they do it again.

Speaker 1 They keep going through, and that's their 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.

Speaker 1 And this is not, this is in the Russell business, the ClickFunnels business, PT Barnum business or Barnumpt business

Speaker 1 Which if you don't know about Barnumpt go to barn and pt.com. It's cool plug-in.
We're building a whole character around Barnum

Speaker 1 The magnetic marketing Dan Kennedy business and secret success success business. So we're doing one of these for each brand each week.
So it's kind of intense, but it's so cool.

Speaker 1 And so what we're doing is basically like I said, it's like next week we've got two of them launching, right?

Speaker 1 So we've got number one, we've got the Russell business, ClickFunnels business both launching, and that one will go out, boom, right?

Speaker 1 And next week with the next one, and then based on how many offers we have, let's keep going deep. And we get get to the bottom, they start back over and keep going, you know, whichever one it is.

Speaker 1 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.

Speaker 1 And that way, you know, these sequences and these campaigns just keep continuing to running over and over and over again.

Speaker 1 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,

Speaker 1 I think we, sometimes we think that the people following us are paying more attention than they are, right?

Speaker 1 Let's say you send an email out to 100,000 people, you might get 30 or 40,000 that actually opened the email, right? Uh, and you know, from that, 5,000 that click, right?

Speaker 1 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?

Speaker 1 So, yeah, maybe those 2,000 people actually saw it, but the other 98,000 didn't, right?

Speaker 1 So, nine weeks later, now you hit them again, and maybe this time they're more ready, or maybe something in their life is different. I have a friend in the dating market.

Speaker 1 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.

Speaker 1 He's like, The dudes who follow me, he's like, They have a relationship because I'm fun on my emails and stuff. He's like, but most of them have a girlfriend most of the time, right?

Speaker 1 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.

Speaker 1 And when that window happens, I need to be the first email in their inbox, right?

Speaker 1 So they're reading it 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.

Speaker 1 He's like, I always got to be in front of them. Okay.
So same thing's kind of true with you as well. Think about it.

Speaker 1 And by doing it this way, right? You're not just hitting them tons and tons of offers, right? They're getting three-day, four-day

Speaker 1 content launch campaigns every week, right there's like man this russell's serving he's giving me more stuff and more cool stuff and more cool stuff and more cool stuff right and it builds this really cool reprocity repro reciprocity if 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 and they're like they'll they'll take the emails that i send them and they'll create like a little um a folder they save them there because like russell stuff's so good like if i just want to buy a course instead of buying a course i'll go back and just watch russell's videos because his training videos he gives away for free around every one 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 uh this content engine where people are getting a lot of value.

Speaker 1 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.

Speaker 1 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,

Speaker 1 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.

Speaker 1 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 actually making us the money.

Speaker 1 That's what people are missing it, right? They have content machines happening all these other places, which are great. Do those things.

Speaker 1 But don't forget the most important content machine, which is your email. All right.

Speaker 1 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.

Speaker 1 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.

Speaker 1 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.

Speaker 1 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.

Speaker 1 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.

Speaker 1 Again, we did a modified version four years ago. This is an updated version.
I'm so excited for it.

Speaker 1 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.

Speaker 1 Next up is a little song from CarMax about selling a car your way.

Speaker 2 You wanna sell those wheels? You wanna get a CarMax instant offer? So fast. Wanna take a sec to think about it.
Or like a mom. Wanna keep tabs on that instant offer.
With OfferWatch.

Speaker 2 Wanna have CarMax pick it up from your driveway.

Speaker 2 So, wanna drive?

Speaker 1 CarMax. Pickup not available everywhere.
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