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

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Speaker 1 This is the Russell Brunson Show.

Speaker 1 Hey, this is Russell. Welcome back to the show.
Excited to be hanging out with you guys today.

Speaker 1 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.

Speaker 1 It's the key to actually double your sales. But not only are you doubling your sales, you're actual 10 extra profits by mastering this one thing.

Speaker 1 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.

Speaker 1 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.

Speaker 1 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?

Speaker 1 So, 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.

Speaker 1 And so, I want to walk you guys 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.

Speaker 1 In fact, it was before MySpace. We were using Friendster back then.
Like this is like the beginning of the internet marketing world, right? And we were trying to figure things out.

Speaker 1 And we found it was hard to buy ads.

Speaker 1 You couldn't buy ads to just people's, you know, I mean, you could buy Google ads were kind of the thing at the time, but it wasn't like today where most people just buy Facebook ads, right?

Speaker 1 Buy YouTube, Instagram ads.

Speaker 1 It was a different time. And so The way we drove traffic back then primarily was through partnerships.

Speaker 1 We got to know other people who also had email lists and we do joint ventures where I promote them, they promote us and vice versa.

Speaker 1 That's kind of how this whole world and this whole industry was built.

Speaker 1 In fact, it's crazy if you look, if you go back in time, you know, 20 some odd years ago when we first started playing this game and started like developing it and figuring it out,

Speaker 1 it was interesting how most people thought that what we were doing was a scam. Like this whole thing's a scam, the whole business, the whole industry.

Speaker 1 And it's funny now because now I fast forward 20 years later where it's like, now it's what everybody does, every influencer, every everything. And it's like, now we're cool.

Speaker 1 Even though back then, you know,

Speaker 1 when you're the first people always look down on you as the the first and um 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 10x your profits if you understand how to use it correctly and it's understanding momentum and how momentum works after you launch a product product okay and so back in the day this is kind of the the process and how we would do it, right?

Speaker 1 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, we'll just do a 50-50 split.

Speaker 1 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's cool.

Speaker 1 You get 10 people to promote your product, they'd all make a bunch of sales, you pay them half the commissions, you kept the other half.

Speaker 1 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.

Speaker 1 And then Frank Kern launched this thing called Mass Control, which is basically how to do product launches. And everyone's talking about about product launches.
And it was the thing.

Speaker 1 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?

Speaker 1 So then it's like, okay, well, we're going to have to create prizes. And so all of a sudden you started creating these prizes.
And at first the prizes were

Speaker 1 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.

Speaker 1 And eventually, I remember one time I won a massage chair. And later I went a role.

Speaker 1 I didn't win a Rolex. Twice I lost.
Twice I took second place trying to fight for a Rolex. And then after that, my staff actually bought me a a Rolex, which was really cool, right?

Speaker 1 After that, then they started getting cars. People started giving away cars.

Speaker 1 And then the prizes could get bigger and bigger and bigger, which takes the margin and chops it and chops and chops it and chops it. Right.
And so for a long time, like we would do these launches.

Speaker 1 We'd do a million-dollar launch, 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.

Speaker 1 You end up with a million-dollar launch. You walk home with $100,000.
And it was just like this frustrating thing. You're like, man, I have the liability and the risk of a million dollars in sales,

Speaker 1 but only $100,000 of profit that would come for me.

Speaker 1 and so we were always back then trying to think like how do we how do we maximize this right and this is where this is where the whole school and train uh like the school thought of funnels actually came from right is uh 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 up sales and down sales and cross sales 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 kind of figured it out But this became the big secret Okay, and it was called the launch within the launch Okay, so what happens is you do this big public launch to everybody right?

Speaker 1 So you do this big launch every promote it

Speaker 1 And again, you pay out 50% commission to affiliates you pay out next you know of the 50% left pay out you know 75% to prizes you get your 25% you know and then you have your merchancy fees and refunds so like you make almost no money from that so then afterwards you'd immediately launch something right afterwards and that's where the profit came from okay in fact you do this launch like inside of the launch so good example one of the first times I did it, I had this course called Micro Continuity.

Speaker 1 Still one thing I'm most proud of. It was when my first course took off.

Speaker 1 It did really, really well. But we launched initially and

Speaker 1 we did launch.

Speaker 1 I recorded the whole course on these little MP3 players. So it was a free plus shipping MP3 player offer.
And then you could buy the course as an upsell and things like that.

Speaker 1 So it's 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.

Speaker 1 We made no money, but we did this launch and it was converting. So, we got a lot of affiliates to promote.
We got 20, 30 people to promote it.

Speaker 1 And so, the launch end doing a couple million dollars, right? Like, it was really good. But again, all that money went away.
And so,

Speaker 1 if you look at like what the actual thing we were launching was this training and this education on how to do what's called a microcontinuity program.

Speaker 1 But then, towards the end of the launch, before it wrapped up, we did a special, like, hey, how many guys would like you're learning about micro-continuity?

Speaker 1 How do you guys like if I just pre-built a site for you? Like, come on this webinar I tell you about. So, they come on this webinar.

Speaker 1 And in there, I would do this webinar where I'd pre-built a micro-continuity site for them.

Speaker 1 I sold them rights to it at I can't remember four or five hundred bucks or something like that and from there we made like an extra million dollars right all the bottom line all profit all to me I didn't pay ads affiliates anything just pure profit the kinetic me right so you think about this like I went and you know on a let's say let's say it was a million dollar launch a million dollar launch I sold a million dollars of the this this secondary product happened inside the launch right and the first let's say the first one is a million dollars I netted a hundred grand right here I doubled my sales because I went and I made two million dollars now so I doubled my sales but I 10x my profit, right?

Speaker 1 Because I only had $100,000 profit here, and then I made a million profit over here. So I more, I guess it's technically like 11x, right? But I, you know, more than 10x'd my actual profit, okay?

Speaker 1 And that became the big secret. So we started doing these launches within a launch, a launch within a launch.
And then for me, it started becoming a launch within a launch within a launch.

Speaker 1 Like we were always rolling these things forward, right? And the key was momentum.

Speaker 1 This is where a lot of people miss.

Speaker 1 If you look at

Speaker 1 when somebody comes into your world and they want to buy from you,

Speaker 1 have you guys ever heard of this analogy? It's called being a porcupine in heat.

Speaker 1 So again, I don't know a lot about porcupines, but apparently, when a porcupine is ready to mate, I've heard, 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.

Speaker 1 And so during that little window, when there's time for them to mate,

Speaker 1 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...

Speaker 1 We had a chance to go to Africa last year and we get all the way to Africa, we go on Safari, we drive out, and right when we drive out, I got my kids, I got little Nora with me and all the other kids.

Speaker 1 We pull up this lion and there's you know the male lion and the female lion.

Speaker 1 All of a sudden, within 30 seconds of pulling up, the big male lion mounts up on the female lion, does the thing for eight seconds, bites her neck, roars, and rolls off.

Speaker 1 And we're like, oh, what just happened, my kids? Like, what just happened? Like, I don't know. And they're like, oh, it's mating season.
They mate one week a year.

Speaker 1 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 lion when it was happening.

Speaker 1 And then for the next, you know, three days of our Safari, 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

Speaker 1 but it's the same concept okay a porcupine and heat a lion and heat whatever you want to call it there's a window where they're excited okay so you think about this for 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 gonna it's gonna wear off I remember a good example I used to share to kind of explain this porcupine heat concept

Speaker 1 This is, man, over a decade ago, 15, 16 years ago, I took my team bowling, and I love bowling. Bowling is my third favorite sport, wrestling, jiu-jitsu, bowling.

Speaker 1 Like, that's there's a hierarchy of sports for me, right? So, take my team bowling, we're bowling, and I'm a pretty good bowler.

Speaker 1 Um, I can hold my own, and uh, we're bowling, and I beat almost everyone on my teammates for one guy, still remember his name, Mike Loveridge, he beats me at bowling, and he would not only beat me, but he had to mock me the whole time.

Speaker 1 He's just like,

Speaker 1 and I remember getting back home that night, I was in so much pain, right? I was a porcupine heat, like I wanted to, like, I wanted to win.

Speaker 1 Sudden night, I got online, and I bought everything bowling related I could find.

Speaker 1 I bought bowling DVDs, books uh a glove i bought new balls i bought like 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 because i was i was a porcupine in heat but then fast forward a week later when all this stuff 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 um and i i had it all now and um

Speaker 1 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 heat.

Speaker 1 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?

Speaker 1 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

Speaker 1 offer, right? And they buy the offer. That's why funnels work so good.
Because again, the person's hot right now. Like they're going to buy that.

Speaker 1 They're going to buy the upsell, they're going to buy downsell. But now, like, they're trying to get everything.

Speaker 1 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?

Speaker 1 Like, I bought Russell's book, therefore, I'm gonna just read his book, like, I got everything I want.

Speaker 1 The reality is, though, is like if they're a poor key by heat, they want to learn funnels, they're gonna read.com secrets book, and then they're gonna go and find out who else wrote a book on Doc on funnels, they're gonna buy the funnels and funnel software, and funnel like within seven days, they're gonna be buying everything related to this topic, and then they're gonna be out of heat and it kind of fades away, right?

Speaker 1 So, it's like in that window, the launch within the launch, while the most peak excitement is when you need to make them the second offer, right?

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Speaker 1 And so that's kind of how these things start working. And for me, I always think about,

Speaker 1 if you read Dot Com Secrets book, I talk about the concept of of the value ladder, right? You're moving somebody up the value ladder. As you move, like

Speaker 1 to explain this point, like if someone comes into your world initially, right?

Speaker 1 They're going to come in, they're going to test you, they're going to buy a book or a course or something from you, and they receive value, they're naturally going to want more, right?

Speaker 1 And then they will send up looking for more value. Same thing in a relationship, right?

Speaker 1 When you won the very first date with your spouse or your, you know, your girlfriend or boyfriend, whoever it is, right?

Speaker 1 Your significant other, you won the very first date, maybe one day you had a good time, you're like, man, I got value for this person. I liked him.
I want to go on another date, right?

Speaker 1 You go on another date. And then you experience that one, if you have a good time, then you're like, I I want to give this person a kiss.
You give them a kiss, right?

Speaker 1 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.

Speaker 1 And the same thing's 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?

Speaker 1 The lower end of the value ladder because they get that stuff, they get a good result, and I start moving them up.

Speaker 1 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,

Speaker 1 the application of the thing as opposed opposed to the information about things that make sense and so that's what I'm trying to look for I'm doing this launch inside of launch, okay?

Speaker 1 So that's kind of how we started making money back in the day, right?

Speaker 1 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 and it got harder and most people forgot about the launch and then launch.

Speaker 1 They just did a launch and then they kept whatever it was like oh Zuckerberg squeezing out my profits. I'm not making very much money.
It's like you guys, it's because you forgot the lesson.

Speaker 1 The lesson is, right? You can 2x your sales and 10x your profits by mastering momentum.

Speaker 1 Taking this momentum by 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?

Speaker 1 A couple of examples of this, right?

Speaker 1 So

Speaker 1 I knew I wanted to launch a course. This is man 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.

Speaker 1 I think we had almost 200,000 people that took that course while it was at its peak at

Speaker 1 100 bucks a piece, right?

Speaker 1 And so instead of just be like, here's the course, launch it, I was like, okay, I want to build up momentum and roll people into the course okay so the very first thing we did is

Speaker 1 we did a we did a summit it was called 30 days was it 30 days calm and at 30 days calm was this free summit you go and register for 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 like hey thank you so much for registering the summit I want to invite you to the one funnel away challenge right so I did this big I did this big

Speaker 1 I did this big summit to get people's attention excitement get everyone promoting the summit and it got people people in there, right? And then the upsell was one funnel away.

Speaker 1 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?

Speaker 1 And we ended up getting 5,000 or 6,000 people that very first month coming into it, right? On the back side of this event. Okay, and so that was the very first thing.

Speaker 1 And then if you look at the momentum there, people went through the one funnel away challenge and inside the challenge and we pushed people into the funnel hacks webinars pushed them into click funnels right so I'm taking this momentum from this free leads this free summit directly into this hundred dollar challenge directly into this thousand dollar course right and so it's like the momentum momentum leads.

Speaker 1 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,

Speaker 1 and and we we pay we have sticky cookies.

Speaker 1 We pay people affiliates throughout the the the funnel, but typically it's like 100% on the front end, 50% on on the you know the first tier, and then maybe 30% on the next thing, right?

Speaker 1 So like, so we tear down the commissions as we tear up the price points, and that's where we start pulling out the margin, okay? And we did the second one funnel,

Speaker 1 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 get people excited to go into the paid challenge we did a free challenge called

Speaker 1 five-day lead challenge right it was a five-day challenge was free this is the middle of of

Speaker 1 of the lockdowns we do this big challenge we promote it like crazy everybody comes in they go through the whole process

Speaker 1 and then at the end of it then we push people into one funnel away boom they come to one funnel away a hundred dollars right they go through that process and inside there boom we pitch the thousand dollar thing and again momentum and then for the end of that we push we pitch pitch them into funnel hacking live and we just keep that thing rolling keep it rolling like moving them up the value layer step step step step versus what most people do is 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 um

Speaker 1 It was a big event. Like our hard cost of event were six and a half, seven million dollars.

Speaker 1 Luckily, ticket sales and sponsorships 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.

Speaker 1 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?

Speaker 1 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 talking about FHL.

Speaker 1 People are posting pictures, like all sorts of things are happening now. Like, this is not where I want to go quiet.
This is where most people are quiet.

Speaker 1 Like, oh, I'm going to take a break and take a week off. Now, I am going to take a couple days off.
Tomorrow I'm heading out with my wife.

Speaker 1 But prior to that, it's like I need to set things in motion so the momentum does not stop.

Speaker 1 Because the thing about it, if the rule of momentum is you're going to double your sales and 10x your profit, like right now I'm doing, we did great, right?

Speaker 1 Imagine if I double the sales from Funnel I can lie, but this time I'm not going to pay six and a half million dollars

Speaker 1 to run the FHL, right? Now it's all just profit. So even if I double the sales, I'll 10x my profit.
So this is where the actual money is made, right?

Speaker 1 As the dust is settling, this is where most people miss out.

Speaker 1 Okay, because 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 the event the first was actually um an offer for a free uh a new free platform we just launched this is the first time i've announced this publicly so um 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 offer lab 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 Offer Lab.

Speaker 1 It doesn't matter what platform you, if you're using ClickFunnels, if you're using Shopify, using one of our competitors, it doesn't matter. We integrate with everybody.

Speaker 1 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 Offer Lab, right?

Speaker 1 And then you take your sales page, you make a custom sales page inside. So everyone's got an offer and sales page, right? And it builds out this whole marketplace of offers.
And then any of us,

Speaker 1 as like a promoter, you know, I'd say traditionally an affiliate, but it's different than an affiliate. You log into Offer Lab, you see, here's 10,000 offers eventually.

Speaker 1 Right now, we got a couple hundred, but eventually, the goal is to get 10,000 offers in there.

Speaker 1 You log in, you're like, I want to 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 in Mastermind.

Speaker 1 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 it to social media. It's like the coolest thing in the world.

Speaker 1 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.

Speaker 1 At 5,000, 1,700 did that, right?

Speaker 1 But we got 6 million people on our email list, right?

Speaker 1 So now I'm taking the presentations where we explained Offer Lab and working on a campaign where we're going to roll that out to the entire ClickFunnels community.

Speaker 1 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?

Speaker 1 ClickFunnels, we just

Speaker 1 did a ClickFunnels state union address with showing all the cool new stuff in ClickFunnels, right? Which is insane. And then we bribed everyone to go get, in fact,

Speaker 1 here's a secret link, guys, right? If you go to launchyoursass.com,

Speaker 1 S-A-A-S, launchyoursass.com, you'll see this special offer we made for people from Locking Live, right?

Speaker 1 To get them to create their ClickFunnels account, we literally give them the keys to a $40 million a year software company.

Speaker 1 They can run, they keep all the profit, they can white label the whole thing for free when they become a ClickFunnels member at launchyoursas.com, which is crazy, right? So we launched that one.

Speaker 1 So now that's done. We're taking the footage of us teaching about it, creating a campaign.

Speaker 1 That it will be going out on email lists here, going out to social media, all pushing to that same offer to get more people now, right? Evernote FHO got a got an early movers advantage.

Speaker 1 Now we're gonna push out to everybody else, okay?

Speaker 1 At the event, we make an offer for my coaching program. It's called the Prime Mover Foundations.
And so, again, we sold a lot of people FHL that, which is great.

Speaker 1 But now, what we're going to do is we're going to be doing in two weeks from now, or maybe three weeks from now, we're going to be doing an FHL Encore.

Speaker 1 We're going to take not all the presentations, but we'll probably take two and a half days worth of presentations. We're going to put them together and do an FHL Encore.
We're going to launch that.

Speaker 1 People will come and 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 20 Robbins.

Speaker 1 They don't get a lot of the other things, but they'll get two-thirds of the sessions.

Speaker 1 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 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 the videos the presentations from that event we're taking them we'll be pushing online through YouTube videos, to other places like that, right?

Speaker 1 And that'll continue the momentum. And now the things that we did once will now live on in infamy as they continue to drive people into our offers, right?

Speaker 1 And so I'm using the momentum, capitalizing on it to keep things rolling, okay?

Speaker 1 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.

Speaker 1 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.

Speaker 1 ClickFunnels was built for the dreamers and the doers, and you can get a free fourth-day trial by clicking a link in the description or going to clickfunnels.com slash podcast right now.

Speaker 1 ClickFunnels because you're one funnel away from changing the world. Okay, now you had a chance to hear my ad read for my own ad.

Speaker 1 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.

Speaker 1 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 and walk you through what you need to do right now.

Speaker 1 Okay, step number one, this is the first key. Okay, and this is a mindset shift.
We understand this. It'll make everything else easier.

Speaker 1 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 for 30 plus shipping and then there's an audio book for the order form up 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 of 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 and all the profit comes after the break-even funnel okay the break-even funnel is 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 is not yours you're gonna give to zuckerberg if you go on facebook if you're gonna do emailers send it to emailers your jv partners like give that money away it is 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 like 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 okay

Speaker 1 step number two, understanding that the real profit where you double your sales and you 10x your profitability is the launch within the launch.

Speaker 1 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.

Speaker 1 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.

Speaker 1 But basically, it's like, in fact, I've seen 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

Speaker 1 like a welcome webinar, and they jump on that webinar, and then doing that webinar then they make this 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 click funnels initially so you guys have heard me tell the stories how I was doing you know three four five podcasts a week or sorry not podcasts

Speaker 1 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 I found all the people who were launching products right so they do a big product launch right that was their break-even funnel and then I taught I'd message them I say this is the deal I have a way to to double your sales and 10x your profits by doing one thing on the back of your webinar like what's that mic you're gonna do a new member welcome webinar okay and they say how's it working like you're gonna jump on everyone who buys your product you're gonna welcome on you say hey so much thanks so much for buying we're excited for you your team's working to get everything implemented for you but right now the next step now you got a product is you need a funnel and this is I brought my friend Russell number one funnel building expert in the world come tell you about this Russell you know tell me about funnels and I 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 had just bought from a launch they're the peak of excitement and then we would do a new member webinar right afterwards which was basically welcoming them to the program and then introducing to me and I would do the thing right so that's the other place you can launch within your launch so if you're just looking at okay

Speaker 1 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 you weave it in middle of the campaign just to the buyers do you wait till the 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 TEDx your 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're in if you've been doing this for as long as I have right because most people stopped doing this

Speaker 1 when 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.

Speaker 1 So, step number one, look at your launch as a break-even funnel. Step number two, again, remembering that the revenue comes to launch within the launch.

Speaker 1 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.

Speaker 1 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 this step number two? Okay,

Speaker 1 and then step number three is the last thing in momentum I try to do, right,

Speaker 1 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?

Speaker 1 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.

Speaker 1 Sometimes it's like, hey, this is $10,000 over here.

Speaker 1 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?

Speaker 1 So it's not something that is the, so it's not a payment plan, but it's something where

Speaker 1 they're paying a monthly fee to be able to access the same thing that someone would have bought lifetime access to right for ten thousand dollars so you're rolling them in continuity so you're taking this you got they always think about the world as a funnel right you have this 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 a hundred million who see your ads and you get ten thousand who click on your ads and you get you know five thousand who opt in and you get you know a thousand that get into your funnel and you get 500 that 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 go now up a tier so I have a hundred people to bought I'm gonna go up a tier I got 500 you know 500 people here and thousands of people here like those people didn't buy what can I like I don't want to lose this momentum right they came to watch 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?

Speaker 1 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, it's just understanding momentum, right?

Speaker 1 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.

Speaker 1 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?

Speaker 1 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?

Speaker 1 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?

Speaker 1 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 breakeven funnel.

Speaker 1 Step two, launch within your launch, figuring out where those buyers in heat are, and then plugging them into the next tier of the value ladder.

Speaker 1 Step number three, start rolling people into continuity, into downsell offers, into other offers who didn't fall at the bottom of the funnel.

Speaker 1 Move up the funnel and roll them into the next program that may make more sense for them. Okay, and then that's done.

Speaker 1 then roll the you know then when that momentum is done then roll to the next thing right again if you look at our at our funnel right even i just look at the the last 60 days like we did a big selling online online challenge, right?

Speaker 1 We go to sellingonline.com and people register for that and they go into a

Speaker 1 three-day event with me. And then that event were like, hey, if you like this virtual event, you should be coming to Funnel Hacking Live.
We push people to have momentum into Funnel Hacking Live.

Speaker 1 Boom.

Speaker 1 Funnel Hacking Live happened. Now we're momentuming into the next thing.
And like, it's just always about momentum.

Speaker 1 Like success in this business is so much about that. You don't want to lose momentum.
You have it happening.

Speaker 1 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.

Speaker 1 momentum, keep your customers in momentum, keep those buyers ahead as long as humanly possible because it's going to help make things so much easier.

Speaker 1 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 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.

Speaker 1 Okay, you guys, so that is the game plan. I hope that was helpful for you guys and understanding like how to capitalize on momentum, right?

Speaker 1 Understanding that you can 2x your sales and 10x your profits by understanding this one thing, and that is how to master momentum: rolling one launch to the next, to the next, and serving your customers at a higher level.

Speaker 1 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.