How to 2X Your Sales and 10X Your Profits by Mastering Momentum | #Marketing - Ep. 11

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This is the Russell Brunson Show. Hey, this is Russell.
Welcome back to the show. Excited to be hanging out with you guys today.
We just got back from Funnel Hacking Live, and I want to share with you guys a concept that I'm doing right now that a lot of people don't realize I'm doing, but it's the key. It's the key to actually double your sales, but not only are you doubling your sales, you actually will 10 extra profits by mastering this one thing.
It's very simple. It's very powerful.
It's very easy when you understand it, and that thing is called momentum. Okay.
This is where most marketers make a mistake. They spend all this time, this energy coming up with an idea and a product and putting the product together and launching it and they get some sales coming in.
But typically what happens is during the actual launch part of your campaign, this is where you're buying ads and you're driving traffic and like it's the most expensive part, right? So we're all of a sudden done. You do the entire launch and then you're left with hardly any money because you spent all the money by giving it to Zuckerberg or to Google or, you know, whatever.
And so I want to walk you through something we learned way back in the day. So when I got started, man, 25 years ago now, this is before we had Facebook or Instagram.
In fact, it was before MySpace. We were using Friendster back then.
Like this is like the beginning of the internet marketing, right? And we were trying to figure things out. And we found it was hard to buy ads.
You couldn't buy ads to just people's, you know. I mean, you could buy Google ads.
It was kind of a thing at the time. But it wasn't like today where most people just buy Facebook ads, right? Buy YouTube, Instagram ads.
It was a different time. And so the way we drove traffic back then primarily was through partnerships.
We had to know other people who also had email lists and we do joint ventures where I promote them, they promote us and vice versa. That's kind of how this whole world and this whole industry was built.
In fact, it's crazy. If you look, if you go back in time, you're 20 some odd years ago when we first started playing this game and started like developing it and figuring it out.
It was interesting like how most people thought that what we were doing was a scam. They're like, this whole thing's a scam, the whole business, the whole industry.
And it's funny now because I fast forward 20 years later where it's like, now it's what everybody does, every influencer, everything. And it's like, now we're cool.
We know back then, when you're the first, people always look down on you as the first. And it's just funny to me because we've been doing this so long.
But we learned some things from back in the day that no one nowadays knows about because you guys all have had it so nice and so easy just buying ads and over time, ad costs have been going up, right? And your margins have been shrinking and you don't know this one little secret that's keeping people like me having huge profits, right? So again, this will double your sales, but it'll actually 10 extra profits if you understand how to use it correctly. And it's understanding momentum and how momentum works after you launch a product, okay? And so back in the day, this is kind of the process and how we would do it, right? So we do a product launch and the way we would work is that we, again, we had to pay our affiliates to promote.
And initially it was really easy. It was like, oh, well, let's do 50-50 split.
Like you promote something, you get half and I get half. And that's how the business started initially, right? So we started doing these launches.
And so it was cool. You get 10 people to promote your product.
They'd all make a bunch of sales. You pay them half the commission and you kept the other half.
But then what happened is then more launches started happening, right? This guy named Jeff Walker, you guys probably heard of him. He started talking about product launches.
And then Frank Kern launched this thing called mass control, which is basically about how to do product launches. And everyone's talking about product launches.
And it was the thing. So everyone's doing product launches.
What happened was it got harder and harder to get affiliates to actually promote your product because everyone's competing against each other, right? So then it's like, okay, well, we're going to have to create prizes. And so all of a sudden you start creating these prizes.
And at first the prizes were really simple, like, oh, you're going to get, you know, we didn't have iPods back then. But, you know, whatever the prizes were.
And then prizes got more expensive. And eventually, I remember one time I won a massage chair.
And later I won a Rolex. Well, I didn't win a Rolex.
Twice I lost. Twice I took second place trying to fight for Rolex.
then after that my staff actually bought me a Rolex which was really cool right after that then they started getting cars people could start giving away cars then the prices can get bigger and bigger and bigger which takes the margin and chops and chops and chops and chops it right and so for a long time like we would do these launches we do a million dollar launch right but then half the money got to affiliates right and then two-thirds of that would go out to prizes to affiliates you end up with a million dollar launch you got home with a hundred thousand And it was just like this frustrating thing, right? But then half the money would go out to affiliates, right? And then two-thirds of that would go out to prizes to affiliates. You end up with a million dollar launch, you got home with $100,000.
And it was just like this frustrating thing, like, man, I have the liability and the risk of a million dollars in sales, but only $100,000 of profit that would come from me. And so we were always back then trying to think, like, how do we maximize this, right? And this is where the whole school and train, like the school of thought of funnels actually came from, right? And it comes back to Dan Kennedy 101.
Dan Kennedy always says, whoever can spend the most money to acquire, customer wins, right? So what does that mean? It means, well, as advertising costs go up, you gotta figure out other ways to monetize those audiences. So for us, that's where funnels came from, right? Upsells and downsells and crosssells and all these things we started doing to increase how much money we were making for every single customer to come in.
And so somewhere along the line, I don't remember who kind of figured it out, but this became the big secret, okay? It was called the launch within the launch, okay? So what happens is you do this big public launch to everybody, right? So you do this big launch, everyone promote it, and again, you pay out 50% commission to affiliates, you pay out next, you know, of the 50% left, you pay out, you know, 75% to prizes, you get your 25%, you know, and then you have your emergency fees and refunds. So, like, you make almost no money from that.
So then afterwards, you immediately launch something right afterwards. And that's where the profit came from, okay? In fact, you do this launch, like, inside the launch.
So a good example, one of the first times I did it, I had this course called Micro Continuity. Still one of the things I'm most proud of.
It was my first course, like, took off., really well. We launched initially and we did launch, I recorded the whole course on these little MP3 players.
So the free plus shipping MP3 player offer and then you could buy the course as an upsell and things like that. So it was kind of this really cool thing.
And so we did this big launch and back then we were paying affiliates 100% of the front end and 60, 70% of the back end plus prizes. We made no money but we did did this launch and it was converting, so we got a lot of affiliates.
We got 20, 30 people to promote it. And so launch and doing a couple million dollars, right? It was really good.
But again, all that money went away. And so if you look at what the actual thing we were launching was this training and this education on how to do what's called the microcontinuity program.
But then towards the end of the launch, before it wrapped up, we did a special like, hey, how many of you guys would like, you're learning about microcontinuity, how do you guys like if I just pre-built a site for you? Come on this webinar, I'm gonna tell you about it. So they come on this webinar, and in there I would do this webinar where I'd pre-built a microcontinuity site for them, and I sold them rights to it at, I can't remember, 400, 500 bucks, something like that.
And from there we made like an extra million dollars, right? All the bottom line, all profit, all the media. I didn't pay ads, affiliates, anything.
It was just pure profit that came to me, right? So you think about this. Like I went and, you know, let's say it was a million dollar launch.
It was a million dollar launch. I sold a million dollars of this secondary product that happened inside the launch, right? And let's say the first one is a million dollars and I netted 100 grand, right? Here I doubled my sales because I went and I made $2 dollars now.
So I doubled my sales, but I 10X my profit, right? Because I only had a hundred thousand dollars profit here and then I made a million profit over here. So I'm more, I guess it's technically like 11X, right? But I, you know, more than 10X my actual profit, okay? And that became the big secret.
So we started doing these launches within a launch, a launch within a launch, okay? And then for me, it started becoming a launch within a launch within a launch. Like we were always rolling these things forward.
Right. And the key was momentum.
Okay. This is what a lot of people miss.
Like if you look at, um, when somebody comes into your world, they want to buy from you. Um, if you guys ever heard of this analogy, it's called being a porcupine in heat.
So again, I don't know a lot about porcupines, but apparently, um, when a porcupine is ready to mate, I I've heard it again. I don't know.
I should probably Google this ahead of time. But apparently, porcupines, they only mate like one day a year or something like that.
And so during that little window, when there's time for them to mate, they're going to go crazy and mate with like 20 different people, right? They're a porcupine in heat. We saw that.
My kids and I, we had a chance to go to Africa last year. And we get all the way to Africa.
We go on on safari, we drive out. And right when we drive out, I got my kids, I got a little Nora with me and all other kids.
We pull up this lion and, um, there's, you know, the male lion and the female line. All of a sudden within 30 seconds of pulling up, the big male lion like mounts up on the female lion, does the thing for eight seconds, bites her neck, roars and rolls off.
And we're like, oh, what just happened? My kids are like, what just happened? We're like, I don't know. And they're like, oh, it's mating season.
They mate one week a year. And during that time, they'll mate like 40, 50 times during the day or something crazy like that.
And we just happened to pull up on the line when it was happening. And then for the next three days of our spar, we saw it hundreds of times.
My kids are just like, anyway, that's how they learned about the birds and the bees in Africa, right? But it's the same concept, okay? A porcupine in heat, a lion in heat, whatever you want to call it. There's a window where they're excited, okay? So you think about this for your customers when they come in, there's a window they're excited, okay? And they're in heat right now.
Like they want all the information about this topic and then eventually it's going to wear off. I remember a good example I used to share to kind of explain this porcupine in heat concept.
This is, man, over a decade ago, 15, 16 years ago, I took my team bowling. I love bowling.
Bowling is my third favorite sport, wrestling, jujitsu, bowling. There's a hierarchy of sports for me, right? So I take my team bowling, we're bowling.
And I'm a pretty good bowler. I can hold my own.
And we're bowling and I beat almost everyone on my team. I said for one guy, still remember his name, Mike Leverage, he beats me at bowling.
And not only did he beat me, he had to mock me the whole time. And he's just like, and I remember getting back home that night, I was in so much pain, right? I was a porcupine heat.
I wanted to win. So that night I got online and I bought everything bowling I could find.
I bought bowling DVDs, books, a glove. I bought new balls.
I bought everything. I was a porcupine heat.
That little window of time, everything that would help me become a better bowler, I bought them all, like all the things, right? And I spent, I don't know how many thousand, a couple thousand bucks to make me a better bowler, right? Cause I was, I was a porcupine in heat. But then fast forward a week later when all this started showing up to me, I was like, Oh, and I was out of that pain.
Like I wasn't angry at losing anymore, but I still had all this stuff I had now acquired, all these new bowling balls and bowling things, right?

And I had it all now, but I'd cooled off, right?

And I don't think I've ever bought a bowling thing since then.

But during that window, like when there was enough pain,

I became a porcupine in heat.

I became a bowler in heat, right? I wanted to buy everything so I could get better.

And that's what's typically happening to your customers, right?

If they see your ad and they click on it, right?

Or they hear someone talking about something,

like either they're in pain or they're moving towards pleasure or something and they come towards your offer, right? They buy the offer. Like that's why funnels work so good because, again, the person's hot right now.
Like they're going to buy that. They're going to buy it upsell.
They're going to buy it downsell. But now, like, they're trying to get everything.
And what we think is happening is they're buying our stuff and then they're just sitting back and, like, they're consuming our content, right? Like I bought Russell's book. If I'm going to just read his book, like I got everything I want.
The reality is, though, is if they're a porcupine, they want to learn funnels, they're going to read.com secrets book. And then they're going to go and find out who else wrote a book on funnels.
They're going to buy the funnels and funnel software. Like within seven days, they're going to be buying everything related to this topic.
And then they're going to be out of heat and it kind of fades away, right? So it's like in that window, the launch within the launch, while they're the most peak excitement is when you need to make them the second offer, right? Do you ever get one of those ads that makes you go, why am I even seeing this? Not long ago, I kept getting served ads for these super fancy chef grade pots and pans, like premium artisan cookware. And I'm sitting here thinking, you guys, I barely even know how to boil water properly.
I'm more of a protein bar and a podcast guy. Now I'm not knocking the product.
It just wasn't meant for me. And the real problem is that the company probably paid good money to show me that ad.
And that's why I always tell marketers that relevance is everything. And that's where LinkedIn ads comes in.
This isn't your average ad platform. It's a network of over a billion professionals.
And targeting options are insane. You can target the exact buyers by job title, industry, company size, role, seniority, even skills and company revenue.
That means your message gets in front of the right people, not someone who thinks that instant ramen is gourmet dining. Now, if you're serious about B2B marketing and not just throwing spaghetti at the wall, hoping it'll stick, then you've got to be on LinkedIn.
And here's the best part. LinkedIn will give you $100 credit on your next campaign so you can see it in action.
Just go to linkedin.com slash clicks. That's linkedin.com slash C-L- K S terms and conditions apply only on LinkedIn ads.
If you've been following me for any amount of time, you know, I always talk about as you're growing and scaling your company, the most important thing is finding the who not the how, who is the person that can help you drive more traffic? Who is the person that could be your CEO? Who is the person that could build your funnels? Understanding the who will dramatically speed up the growing and the scaling of your company. Now, the best place to find the who's who can help you with your vision is Indeed.
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With these sponsored jobs, your post jumps to the top of the page for your relevant candidates. That means your funnel builder is going to see it.
That means the person driving traffic to your funnels is going to see it. It means your new CEO or CMO or whatever you're looking for is going to see the exact ad for your business as soon as they open up Indeed.
And that makes a huge difference. In fact, according to Indeed, data sponsored jobs posted directly on Indeed have 45% more applications than non-sponsored jobs.
One of the things I love about Indeed is it makes hiring so fast.

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And so that's kind of how these things start working. And for me, I always think about, if you read Dotcom Secrets book, I talk about the concept of the value ladder, right? You're moving somebody up the value ladder.
As you move, like, to explain this point, like if someone comes into your world initially, right? They're gonna come in, they're gonna test you. They're gonna buy a book or a course or something from you.
And if they receive value, they're naturally gonna want more, right? And then they will send up looking for more value. Same thing in a relationship, right? When you run the very first date with your spouse or your girlfriend or boyfriend, whoever it is, right? Your significant other.
You run the very first date. Maybe you want a date, you had a good time.
You're like, man, I got value from this person. I liked him.
I want to go on another date, right? You go on another date and then you experience that when you have a good time. Then you're like, I want to give this person a kiss.
You give him a kiss, right? And you keep getting more and more, like you keep moving up that person's value ladder till eventually it's like you get married and you have kids and then, you know, and that's kind of the goal of progression.

And same thing is true with your customers, right?

So for me, it's like I like doing a launch that's tied to the info side of the business,

right?

The lower end of the value ladder because they get that stuff, they get a good result.

And I start moving them up like what's a done for you program or done with you or a

licensing or something where it's like they're taking the information, but now I'm selling

them something that's more tangible, the application of the thing as opposed to the information about things. Does that make sense? And so that's what I'm trying to look for.
I'm doing this launch inside of a launch. So that's kind of how we started making money back in the day.
And then all of a sudden ads started coming. And for the first five or six years, ads were cheap.
It was amazing. Zuckerberg was not selfish and greedy.
He just liked to let us all win. We all made a bunch of money.
And then over time, they got more expensive. It got harder.
And most people forgot about the launch within launch. They just did the launch and then they kept whatever it was like, Oh, Zuckerberg squeezing out my profits.
I'm not making much money. It's like, you guys, it's because you forgot the lesson.
The lesson is right. You can two X yourselves and 10 X your profits by mastering momentum.
You can taking this momentum while the buyers and heat and offering them the next thing in the value ladder, next thing and doing this over a very compressed period of time. Okay.
Um, a couple of, a couple of examples of this, right? So, um, I knew I wanted to launch a course. This has been five or six years ago now.
I want to launch a course called one funnel way. You guys probably heard me talk about it before.
Uh, I think we had almost 200,000 people that took that course while it was, um, at its peak at a hundred bucks, a hundred bucks a piece. Right.
And so instead of just like, here's the course launch it.. I was like, okay, I wanna build up momentum and roll people into the course, okay? So the very first thing we did is, we did a summit, it was called 30 Days.
It was at 30days.com. And at 30days.com, it was this free summit.
You go and register for the free summit, right? Where you're gonna hear all these people talk about their 30-day plans, what they would do. But then after they register, on the next page, it's like, hey, thank you so much for registering for the summit.
I wanna invite you to the One Funnel Away Challenge, right? So I did this big summit to give people's attention and excitement, get everyone promoted to the summit and it got people in there, right? And then the upsell was One Funnel Away. But then after the summit was finished, then everything we pushed now was rolling into the next offer, which was One Funnel Away, this $100 thing, right? And And we ended up getting 5,000 or 6,000 people that very first month coming into it, right?

On the backside of this event, okay?

And so that was the very first thing.

And then if you look at the momentum there, people went through the One Funnel Away challenge

and inside the challenge, we pushed people into the Funnel Hacks webinars, pushed them

into ClickFunnels, right?

So I'm taking this momentum from this free summit directly into this $100 challenge,

directly into this $1,000 course, right?

And so it's like the momentum leads.

And so I spent a lot of money getting people into the summit.

We paid affiliates a lot to get people in the summit, but then they join, you know,

and we pay, we have sticky cookies.

We pay people affiliates throughout the funnel, but typically it's like 100% on the front

end, 50% on the, you know, the first tier, and then maybe 30% on the next thing, right?

So like, so we tier down the commissions as we tier up the price points, and that's where we start pulling out the margin. We did the second one funnel away, 2.0.
I didn't just launch OFA 2.0, right? Instead, what I did is I was like, I need a pre-challenge to get people excited to go into the paid challenge. We did a free challenge called Five Day Lead Challenge, right? It was a five-day challenge.
It was free. This is the middle of the lockdowns.
We do this big challenge. We promote it like crazy.
Everybody comes in. They go through the whole process.
And then at the end of it, then we push people into One Funnel Way. Boom, they come in One Funnel Way.
$100, right? They go through that process. And inside there, boom, we pitch the $1,000 thing.
And again, momentum. And then for the, we push, we pitch them into Funnel Hacking Live.
And we just keep that thing rolling, keep it rolling, like moving them up the value ladder, step, step, step, step. First of all, most people, they launch the thing, make some money, sit back and then relax and let momentum die.
Okay. Now a good example again is I just got back from Funnel Hacking Live and Funnel Hacking Live is our big event.
This was Funnel Hacking Live 10. It's the last one, the last dance.
And it was a big event. Like our hard cost event were six and a half, seven million dollars.
Luckily, ticket sales and sponsors have paid for all of that. And the event, we had some offers.
And the offers inside the room did amazing, right? We made a lot of money from it, which is great. But for me, it's like there's 5,000 people in the room.
We made the offers, made some money, and then it just, it ends, right? And I'm here today, you know, the day after we get home, my voice is shot, and what am I doing? I'm capitalizing on momentum, right? Everyone's been talking about FHL. People are posting pictures, like all sorts of things are happening now.
Like, this is not where I wanna go quiet. This is where most people go quiet, like, oh, I'm gonna take a break and take a week off.
No, I am gonna take a couple days off. Tomorrow, I'm heading out with my wife.
But prior to that, it's like, I need to set things in motion so the momentum does not stop, okay? Because the thing about it, if the rule of momentum is you're gonna double your sales and 10X your profit, like right now, I'm doing, we did great, right? Imagine if I doubled the sales from Funnel Hacking Live, but this time I'm not gonna pay six and a half million dollars to run the FHL, right? Now it's all just profit. So, if I double the sales, I'll 10 X my profit.
So this is where the actual money is made, right? As the dust is settling, this is where most people miss out. Okay.
Cause a lot of people who wanted to come to FHL, but they couldn't, for whatever reason, they couldn't get a ticket. They, they couldn't, they couldn't travel.
They couldn't, you know, fill in the blank, a lot of reasons. And so now it's like, how do we capitalize on that? So for us, we had multiple different offers that happened during the event.
The first was actually an offer for a free, a new free platform we just launched. This is the first time I've announced this publicly.
So you guys are in the know. I haven't done a big launch around this yet, but we launched a really cool new platform called OfferLab.
If you go to offerlab.com, it's the coolest thing in the world. It's a free platform.
You go sign up. What you do is you can go add all your offers in there.
So you can add, you know, if you've got a book or a course or a physical product, whatever, you throw all your offers inside OfferLab. It doesn't matter what platform you're using.
If you're using ClickFunnels, if you're using Shopify, you're using one of our competitors. It doesn't matter.
We integrate with everybody, but you just take it from those platforms, like from ClickFunnels, from Shopify, from GHL, wherever you want, and you click a button and it'll import your offers into OfferLab, right? And then you take your sales page, you make a custom sales page inside. So everyone's got an offer and a sales page, right? And it builds out this whole marketplace of offers.
And then any of us, as like a promoter, you know, I'd say traditionally an affiliate, but it's different than an affiliate, you log into OfferLab, you see here's 10,000 offers eventually. Right now we got a couple hundred, but eventually the goal is to get 10,000 offers in there.
You log in, you're like, I wanna build a funnel. And you can literally build a funnel in like 10 seconds.
You're like, I want Russell's book and I want this course, I want this back-end mastermind. And like, you literally click four buttons and you've got a funnel with four upsells built into it.
And you can launch it, you can push social media. It's like the coolest thing in the world.
So we launched that, right? And so we have 5,000 people in the room, 1,700 people signed up and created their offer lab account and submitted an offer, right? So that's great. At 5,000, 1,700 did that, right? But we got 6 million people on our email list, right? So now I'm taking the presentations where we explained OfferLab and working on a campaign where we're going to roll that out to the entire ClickFunnels community.
And now that'll go to millions of people versus just 5,000 people, right? So the momentum on that offer will start growing and expanding, okay? ClickFunnels, we just, we did a ClickFunnels State Union address with showing all the cool new stuff in ClickFunnels, which is insane. And then we bribed everyone to go get, in fact, here's a secret link, guys, right? If you go to launchyoursas.com, S-A-A-S, launchyoursas.com, you see this special offer made for people at Funnel Hacking Live, right? To get them to create their ClickFunnels account, we literally give them the keys to a $40 million a year software company.
They can run, they keep all the profit. They can white label the whole thing for free when they become a ClickFunnels member at launchyoursass.com, which is crazy, right? So we launched that one.
So now that's done, we're taking the footage of us teaching about it, creating a campaign that it will be going out on email lists here, going up social media, all pushing to that same offer to get more people now, right? Everyone at FHL got an early movers advantage. Now we're going to push out to everybody else, okay okay um at the event we make an offer for my coaching program it's called the prime mover foundations and so um again we sold a lot of people fhl that which is great but now what we're gonna do is we're gonna be doing in two weeks from now or maybe three weeks from now we're gonna be doing an fhl encore we're gonna take not all the presentations but we'll probably take two and a half days worth of presentations we're gonna put them together and do an f going to launch that.
People will come in, they'll watch it. And then we'll have a chance to the people who watch it virtually.
And again, they're not going to get all the sessions. They don't get Tony Robbins.
They don't get a lot of the other things, but they'll get, they'll get, you know, two thirds of the sessions. They'll go through that and then we'll make the offer there as well.
And then someone will sign up there. Right.
And again, it did great in front of 5,000 people, but I might get 10,000 people virtually who come to this event now who weren't able to come in person, right? And then I'm building this library backstage. And so I made an offer for a million dollars for anyone who wants to be part of this thing.
And I had five people who signed up for the million-dollar offer, right? And you better bet that I'm going to go and do one more push about that as well, right? And so I'm using the momentum of the event. I'm looking at the things that we did, and I'm taking the videos, the presentations from that event.
We're taking them, we're pushing them online through YouTube videos, so other places like that, right? And that'll continue the momentum. And now the things that we did once, we'll now live on in infamy as they continue to drive people into our offers, right? And so I'm using the momentum, capitalizing on it to keep things rolling.
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All right. Now, if you want to sell stuff online, you're going to need a good funnel.
But if you want a great funnel, then you're going to need to use ClickFunnels. ClickFunnels is the number one funnel building platform on the planet, helping more first-time entrepreneurs to lead their nine-to-five and to launch their dream than any other company in the world.
ClickFunnels was built for the dreamers and the doers. You can get a free 14-day trial by clicking on the link in the description or going to clickfunnels.com slash podcast right now.
ClickFunnels, because you're one funnel away from changing the world. Okay, now you got a chance to hear my ad read for my own ad.

I'm going to jump into three steps now to start implementing this inside your business, okay?

You guys ready for these?

All right, start writing these down.

If you're watching YouTube, post these down in the comments down below.

If you are watching, listening on the podcast, grab a pad of paper,

come and walk you through what you need to do right now, okay?

Step number one, this is the first key, okay?

And this is a mindset shift.

When you understand this, it'll make everything else easier.

Step number one is look at your launch as a break-even funnel, okay?

What's a break-even funnel?

I'll talk to you next time. Step number one, this is the first key, okay? And this is a mindset shift.
We understand this. It'll make everything else easier.
Step number one is look at your launch

as a break-even funnel, okay?

What's a break-even funnel?

I talk about these a lot, right?

A break-even funnel,

like my book funnels are break-even funnels, right?

Somebody goes and they buy the book,

free plus shipping,

and then there's an audio book for the order for them.

There's an upsell and downsell, right?

All the revenue I make through this funnel,

the only goal of it is to break even, okay?

Because again, it's the very first on my value ladder.

They're gonna buy that, read the book, get a good experience. They're gonna want to send up and buy the next thing, right? All the profit comes after the break even funnel.
Okay, the break even funnel's the key. So for you, it's understanding that your launch, your rollout, your thing you're doing is just a break even funnel, okay? I don't care if you're doing a coordinated launch with 30 affiliates, everyone promoting, that's just a break even funnel.
Okay, so feel free to give away all the commission to affiliates, you don't even care, right? That money's not yours, you're gonna give to to Zuckerberg if you're on Facebook. You're going to do an emailer.
Send it to the emailers, your JV partners. Like, give that money away as a break-even funnel to acquire a customer and bring them into your world and give them an amazing experience, right? And to create and to put them into heat, right? They become the buyer in heat, right? That's the very first thing.
So step number one is look at your launch as a break-even funnel, Step number two, understanding that the real profit where you double your sales and you 10x your profitability is the launch within the launch. Think about you just sold somebody information about something.
Now inside of that, you're going to come back and you're going to launch something specific. It could be like the week after, the day after.
It might be in the middle of it. You can plug it in wherever you want.
But basically it's like, in fact, I see a lot of people do this really successfully. They do the launch, it closes down.
Then when the launch is over, they do a new member like a welcome webinar. And they jump on that webinar.
And then during that webinar, then they make a second offer. In fact, this is one of the, I haven't told this publicly before.
So this is actually one of the secrets on how we actually grew ClickFunnels initially.

So you guys have heard me tell the stories

how I was doing three, four, five podcasts a week,

or sorry, not podcasts, webinars a week,

sometimes two or three a day.

The way that I was able to do that consistently

is I went and I saw and found all the people

were launching products, right?

So they do a big product launch, right?

That was their break-even funnel.

And then I messaged them, I'd say, this is the deal. I have a way to double your sales and 10x your profits by doing one thing on the back of your webinar.
I'm like, what's that, Mike? You're going to do a new member welcome webinar. And they say, how's it working? I'm like, you're going to jump on.
Everyone who buys your product, you're going to welcome on. You're going to say, hey, thanks so much for buying.
We're excited for you. Our team's working to get everything implemented for you.
But right now, the next step, now that you've got a product, is you need a funnel. And this is, I brought my friend Russell, number one funnel building expert in the world, to come tell you about this.
Russell, you know, tell me about funnels. And I'd jump in, I would do my 90-minute webinar presentation about funnels, and I would sell them click funnels, okay? So I was finding people who were buyers neat.
They'd just bought from a launch. They were at the peak of excitement.
And then we would do a new member webinar right afterwards, which was basically welcoming them to the program and introducing them to me, and I would do the thing, right? So that's the other place you can do the launch within your launch. So if you was looking at, okay, during my launch, my initial kickoff, I'm selling information.
What do I have that's next here, the value ladder, right? Moving up from information to implementation, right? Do you have it done with you, done for you, a coaching program, something like that? That's usually the next tier. So you're looking at what that thing is and then where does it make sense to kind of weave that in, right? Do you weave it in middle of the campaign just to the buyers? Do you wait till the campaign closes and do it the new member webinar after? Some people do it a week later.
Like it doesn't matter where, but it's just somewhere within there is you're doing the launch within the launch. And that's where you will double your sales and 10 extra profits.
Do not miss the step. Everyone misses the step, okay? This is one of the big secrets I don't ever talk about.
No one talks about this, okay? You only know if you've been doing this for as long as I have, right? Because most people stopped doing this when Facebook ads were cheap and they forgot about where the profit in the business actually comes from, okay? So that's step number two. So step number one, look at your launch as a break-in funnel.
Step number two, again, remembering that the revenue comes to launch within the launch. You're trying to figure out where, what is the launch you're going to be doing? That's the next tier in your value ladder, the next thing that they need.
They have the information looking for the implementation. What is that version of the thing you can sell to them on page number two or on the step number two? Okay.
And then step number three is the last thing in momentum I try to do, right, is rolling them into continuity. So we have a lot of offers.
We'll sell a high ticket thing, right? We sell something for $10,000, okay, and after the campaign closes, then we roll them into a continuity program. Sometimes that continuity program is something like ClickFunnels, but sometimes it's not.
Sometimes it's like, hey, this is $10,000 over here. Let's sell it for $500 a month now.
And so anyone who didn't buy it, $10,000 will roll back. Say, hey, this is $5,000 a month in perpetuity, like forever, right? So it's not something that, so it's not a payment plan, but it's something where they're paying a monthly fee to be able to have access to the same thing that someone would have bought lifetime access to, right, for $10,000.
So you're rolling them in continuity. So you're taking this, you always think about the world as a funnel, right? If it's a huge funnel, you have, you know, whatever, eight billion people in the world, then you got like three billion who are on Facebook, and then you've got from that, you know, 100 million who see your ads, and you get 10,000 click on your ads, and you get, you know, 5,000 who opt in, and you get, you know, 1,000 that get into your funnel, and you get 500 to buy from you, right? So you should have the rest of this whole funnel, right? Everybody else.
So it's like I'm gonna go now up a tier. So I have 100 people to buy, I'm gonna go up a tier.
I got 500 people here and 1,000 people here. Like, if those people didn't buy, what can I, like I don't wanna lose this momentum.
They came, they watched the webinar, they watched the challenge, they got into like, they got into the momentum of the thing, right? And so you have that in there. Now it's like how do I take that momentum and how do we take it and then plug it into the next thing, right? So hey, they couldn't afford this, but maybe they can afford this, okay? And that's how we start looking at these transitions.
And so it's just understanding momentum, right? Understanding that if you look at funnels, there's a whole flow of people coming through, but only a certain amount makes it to the bottom of the funnel, boom. So now after that money's come through, right? Then I go up a tier in the funnel and I look at those people, okay, what can I offer them? If they wouldn't be willing to buy this, what could they buy here? Is it a payment plan? Okay, is it rolling to a continuity version of the offer? Is it a completely different offer? Is it a course? Is it, you know, and I start going back up the value or back up the funnel and trying to find ways to monetize the people who didn't fall out the bottom.
And this is the key, guys. This is the big secret.
Does that make sense? Okay, so again, step number one, look at your launch as a break-even funnel, step two, launch within your launch, figuring out what those buyers and heat are and then plugging them into the next tier, the value ladder, step number three, start rolling people into continuity, into downsell offers, into other offers who didn't fall at the bottom of the funnel, move up the funnel and roll them into the next program that may make more sense for them, okay? And when that's done then roll the, when that momentum's done, then roll to the next thing, right? Again, if you look at our funnel, even I just look at the last 60 days, like we did a big selling online challenge, right? We go to sellingonline.com and people register for that and they go into a three-day event with me. And then in that event, we're like, hey, if you like this virtual event, you should be coming to Funnel Hacking Live.
We push people that have momentum

into Funnel Hacking Live.

Boom.

Funnel Hacking Live happened.

Now we're momentuming

into the next thing.

And like,

it's just always about momentum.

Like success in this business

is so much about that.

You don't want to lose momentum.

You have it happening.

Like you just keep dumping into that

and adding fuel to that fire

because momentum is such a powerful thing.

And when you lose it,

it's hard to get back.

So keep yourself in momentum. Keep your customers in momentum.
that, keep those buyers to eat as long as humanly possible, uh, because this can help make things so much easier. All right.
Now, do you have a funnel, but it's not converting the problem? 99.9% of the time is your funnel is good, but you suck. It's 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 or go to sellingonline.com slash podcast. Okay, you guys.
So that is the game plan.

I hope that was helpful for you guys and understanding how to capitalize on momentum,

right? Understanding that you can 2X yourselves and 10X your profits by understanding this one

thing as how to master momentum, rolling one launch to the next, to the next, and serving

your customers at a higher level. I hope you guys enjoyed this.
Thanks so much for listening,

and I'll see you guys on the next video or on the next podcast episode.