DOTCOMSECRETS

“AsimpleprocessthatANYcompanycanusetogeometricallyimprovetheirtraffic,conversion,andsalesonline.”

—TonyRobbins

DOTCOM

SECRETS

THEUNDERGROUNDPLAYBOOKFORGROWING

YOURCOMPANYONLINE

RUSSELLBRUNSON

DOTCOMSECRETS

THEUNDERGROUNDPLAYBOOKFORGROWINGYOURCOMPANYONLINE

©2015RUSSELLBRUNSON.

Allrightsreserved.Noportionofthisbookmaybereproduced,storedinaretrieval

system,ortransmittedinanyformorbyanymeans—electronic,mechanical,photocopy,

recording,scanning,orother—exceptforbriefquotationsincriticalreviewsorarticles,withoutthepriorwrittenpermissionofthepublisher.

PublishedinNewYork,NewYork,byMorganJamesPublishing.MorganJamesandThe

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DEDICATION

Tomydad,whohelpedinspiremetobecomeanentrepreneur.

Tomymom,whoalwaysknewmytrueworth.

Andtomywife,Collette,forsupportingmethroughallofmycrazyideas,andrunning

ourhomeinawaythathasallowedmetochasemydreams.

TABLEOFCONTENTS

ForewordWhatThe‘OnlineMarketingWizardFraternity’Doesn’tWantYouToKnow

(and:isTHISbooka‘fraud’?)

WhatThisBookIsAbout(andWhatIt’sNOTAbout)

Introduction

SectionOne:LaddersandFunnels

Secret#1:TheSecretFormula

Secret#2:TheValueLadder

Secret#3:FromaLaddertoaFunnel

Secret#4:HowtoFindYourDreamCustomers

Secret#5:TheTheeTypesofTraffic

SectionTwo:YourCommunicationFunnel

Secret#6:TheAttractiveCharacter

Secret#7:TheSoapOperaSequence

Secret#8:DailySeinfeldSequence

SectionThree:FunnelologyLeadingYourCustomers99tothe

Sale(OverandOverAgain)

Secret#9:ReverseEngineeringaSuccessfulFunnel

Secret#10:SevenPhasesofaFunnel

Secret#11:TheTwenty-ThreeBuildingBlocksofaFunnel

Secret#12:Frontendvs.BackendFunnels

Secret#13:TheBestBait

SectionFour:FunnelsandScripts

FrontendFunnels

Funnel#1:Two-Step,Free-Plus-Shipping

Funnel#2:Self-LiquidatingOffer

Funnel#3:Continuity

FunnelsfortheMiddleoftheValueLadder

Funnel#4:ThePerfectWebinar

Funnel#5:InvisibleFunnelWebinar

Funnel#6:ProductLaunch

BackendFunnel

Funnel#7:High-Ticket,Three-StepApplication

SectionFive:ClickFunnels

Conclusion:Ignite

ACKNOWLEDGEMENTS

TherearesomanypeopleIwanttothankforbeingwillingtosharetheirideaswithme.

Ideasthatultimatelybecamethestrategiesbehindeverythinginsideofthisbook.Ialsowanttothankmyteam—allthepeoplewhohelpedmetoimplementtheseideas,findout

whichoneswork,andsharethemwiththeworld.

WhiletherearehundredsofmarketersIhavelearnedfrom,therearemanypeoplewhogavemeveryspecificideasthatbuilttheframeworkformycompany,andalsofor

thisbook.I’vetriedtogivecredittotheoriginalsourceswhenpossible,butsomeofthesepeoplemaybeleftout.SoIwanttomentionafewofthebrilliantmarketerswhohaveinspiredmeinnoparticularorder.

MarkJoyner,DanKennedy,BillGlazier,DaeganSmith,TonyRobbins,DonLapre,

JohnAlanis,AndreChaperon,BenSettle,SteveGray,RyanDeiss,PerryBelcher,Armand

Morin,JasonFladlien,TedThomas,MikeFilsaime,DavidFrey,ChetHolmes,JeffWalker,JohnReeseandeveryoneelsewhohastakentherisktobeanonlineentrepreneur

andprovidevalueonline!

Lastly,Iwanttothankmyteam.Thesepeoplehavegivenmetheabilitytotryallof

thesecrazyideas,andshareinthesuccessesandthelosses.Therehavebeenhundredsof

employeeswhohavecomethroughourdoors,anditwouldbeimpossibletomentionall

ofthem.ButIwanttomakespecialthankstomypartnerswhohavesupportedmeandput

insomuchmorethantime.

BrentCoppietersandJohnParkesforrunningmycompanies.ToddDickersonand

DylanJonesforcreatingClickFunnelsandgivingustheabilitytomakethisprocesssimpleforeveryone.DorelNechiforfortakingtheriskonmewhenIfirstgotstartedandmakingitpossibletobuildmycompany.AndJulieEasonforbravingthisbookwithme.

Yourcountlesshourshavemadethisbookpossible.

FOREWORD

WHATTHE‘ONLINEMARKETINGWIZARD

FRATERNITY’DOESN’TWANTYOUTOKNOW

(AND:ISTHISBOOKAFRAUD’?)

byDanS.Kennedy

Yes,thereISan‘onlinemarketingwizardfraternity’.Manyofthemhangouttogether,schemetogether,andworktogether.Andyes,thereAREafewthingsthey’dratheryoudidn’tthinkabout,whiletheyperformtheirwizardlyshows.Thisbookisthefirstofitskindtoactuallyrevealwhatisreallyhappeningbehind-the-scenesintheirfast-growingcompanies.

Don’tmisunderstand.Fewofthesewizardsareactuallyevil.Mostbringvalid‘magictricks’totheshow.Manydoguidebusinesspeopletotreasure.Butoftenthereisadiscerniblepatternbehindeverythingtheysay,teach,promise,and

promote:a

deliberately-engineeredandexacerbatedlackofsolidground.Thisbookdoesn’tjustfocusonmagictricks,butthecorestrategiesyouhavetohaveinplacetoscaleacompanywithonlinemedia.

Itisinthewizard’sbestinterestforyoutobelieveeverythingintheonlinemedia,marketingandbusinessworldisshinyandnew,constantlychanging,andun-tetheredfrom

theoldrules,principles,facts,andmathofsuccessfuladvertisingandmarketing.

ThisbookbyRussellBrunsonisdifferent.Whileteachingyouaboutthe“shiny”

secretsoftheInternet,heshowsyouhowtobuildthesetacticsandstrategiesintoyourbusinessonsolidground—tacticsandstrategiesfoundedintruedirect-response

marketing.Itisyourresponsibilitytoresisttheseductionofshort-lived,brightandshinylures,popularityandpeerpressure,andthesiren-songsofsuperficiallyknowledgeablepromotersof‘new’tacticswithnoknowledgeofitsoriginaldirectresponsegenealogy.

Youmustexercisediscernment.

I’mforchallengingnormsandbreakingrules.ButIalsolikesolidground,notever-shiftingsand.Ilikebeingconfidentandincontrolofthings—particularlymymoneyand

themakingofit—notinconstanthigh-anxietyandatthemercyofwizards.

Itaughtmyselfdirectmarketingasascience.I’mareliabilityguy.I’mfarmoreinterestedinacarthatstartsandrunswellandpredictablyeverytimeyouturnthekeythanonethatlookssexyandispopularwithsomein-crowd,butmightstallat80MPHor

notstartatall.Ilikeevergreen,notfrequentlyobsolete.Inmyrolesasastrategicconsultantandadirect-responsecopywriter,Iamallaboutcreatingadvertising,marketing,andsalesassetsoflastingvalueformyclients—notmoneymakingdeviceswrittenindisappearingink.

Tat’swhyIagreedtowritetheforewordforthisonlinemarketingwizard’sbook.IadmirethetruthRussellhasputbetweenthesepages.

Unlikemanyofthesewizkids,RussellBrunsonisgroundedindirectmarketing

disciplines.

Disciplineisgood.GeneralNormSchwarzkopf(ofOperationDesertStormfame)oncesaid:

“Shinedshoessavelives.”

Normwentontoexplainthatintheheatofbattle,thefogofwar,underpressure,the

undisciplineddie.Soitisinbusiness.Isitnow,asinfrequentlyaspossible,inmeetingswithyoungonlinemarketingpeopledemonstrablydevoidofanydisciplinedthinking.

Theyarefullofopinionandyouthfulhubrisbutveryshortonfacts.Iwouldnotwantto

shareafoxholewiththemordependonthem.IwouldriskitwithRussell.

Thisbookofferssolidgroundintheveryetherealworldofonlinemarketingandcommerce.ItproperlytreatsInternetmediaasmedia—notasabusiness.Itutilizesthescienceofsplit-testing.Itbuildsonlong-provenmarketingfunnelandsalesarchitecture.Ittakesaverydisciplinedapproach.

Itis,inonewayonly,afraudulentbook.Thetitleisdeceptive.Itreallyisnotabout

“dotcomsecrets”norisitaplaybookfor“growingyourcompanyonline.”Itisthat,butsuchanarrowedandlimitingcharacterizationisdeceptive.

Intruth,thisisasolidbookaboutreliablemarketing‘secrets’thatcanbeappliedto

‘dotcom’businessactivities—andthatare‘secrets’tomanywho’vecomeofageonlypayingattentiontowhattheyseeoccurringonline.Intruth,thisisa

provenplaybookforgrowingyourcompanywitheffectiveleadgenerationandsales/conversionmethods,whichcanbeusedonlineandoffline.

‘Solid’and‘reliable’and‘proven’aren’tthesexiestpositioningterms,soRussellcan

beforgivenforholdingthemback,waitingtorevealtheminsidethebook,carefully.

‘GrowingYourCompanyONLINE’soundscoolerandlessworkthan‘GrowingYour

Company’,sohecanalsobeforgivenforplayingtopeoples’fascinationofthemoment.

Heisawizard,andassuchmustbepermittedsomelegerdemain.Butlet’syouandIbe

veryclearaboutreality.Letmeserveausefulpurposeforyouhere.

Myadvice:Don’tsettlefororbedistractedbymeretricks.Bearesponsibleadult.

Investyourtime‘ntreasureininformation,skillandpropertiesthatcanyieldharvestafterharvestafterharvest—notfleetingfads,notsexyideasthatageverypoorly.Anddon’tfallfortheideathatanynewmediagetstodefygravityandliveun-tetheredtoreality,math,orhistory.

Don’tgointothisbookinlustforanew,cool,quick,easy“fix”ornifty“toy”orclevergimmickthatmightmakeyoumoneytodaybutrequireyoutofindanotherandanotherandanother,atfranticpace.

Gointothisbookinsearchofdeepunderstandingandprofoundclarityaboutthestructureandscienceofeffectivemarketingtobeappliedintheonlinemediauniverse.

—DanS.Kennedy

DanS.Kennedyisatrustedstrategicadvisortohundredsof7-figureincome

professionals,directmarketingpros,andCEOs.Heisalsotheauthorofover20books,includingNoB.S.GuidetoRuthlessManagementofPeopleandProfits(2ndEdition).

InformationaboutDanat:www.NoBSBooks.comandwww.GKIC.com.

WHATTHISBOOKISABOUT(ANDWHAT

IT’SNOTABOUT)

Hey,mynameisRussellBrunson…

Beforewegetstarted,Iwanttointroducemyselfandletyouknowwhatthisbookis

about(andmoreimportantly,whatit’snotabout).

ThisbookisNOTaboutgettingmoretraffictoyourwebsite—yetthe

“DotComSecrets”I’mgoingtosharewithyouwillhelpyoutogetexponentiallyMORE

trafficthaneverbefore.

ThisbookisNOTaboutincreasingyourconversions—yettheseDotComSecretswill

increaseyourconversionsMOREthananyheadlinetweakorsplittestyoucouldeverhopetomake.

Ifyouarecurrentlystrugglingwithgettingtraffictoyourwebsite,orconvertingthat

trafficwhenitshowsup,youmaythinkyou’vegotatrafficorconversionproblem.Inmy

experience,afterworkingwiththousandsofbusinesses,I’vefoundthat’srarelythecase.

Lowtrafficandweakconversionnumbersarejustsymptomsofamuchgreaterproblem,a

problemthat’salittlehardertosee(that’sthebadnews),butaloteasiertofix(that’sthegoodnews).

Recently,IhadachancetoflytoSanDiegotoworkwithDrewCanolefrom

FitLife.tv.Hehadbuiltafollowingof1.2millionfollowersonFacebook,butbecauseof

somechangesatFacebook,histraffichaddroppedby90%.Hewasnowspending$116to

sella$97product.Hewasnolongerprofitable.

Drew’steamcalledmebecausetheywantedhelpwithtwothings:trafficand

conversions.

Ismiledbecausethat’swhymostpeoplecallme.TheyusuallyassumethatI’mgoing

tohelpthemtweakaheadlineorchangetheiradtargeting,andsolvetheirproblems.ButIknewthat,likemostcompaniesIworkwith,FitLife.tv’sproblemwasn’tatrafficorconversionproblem.

Itrarelyis.

Moreoftenthannot,it’saFUNNELproblem.

AfterlisteningtoDrewandhisteamsharewithmealloftheirnumbers,theirpains

andfrustrations,andtheirupsanddowns,Isatbackinmychairandtoldthemtheywere

inluck.

“Youdon’thaveatrafficorconversionproblem,”Isaid.

“Whatareyoutalkingabout?Ourtrafficisdown90%,andwecan’tbreakevenconvertingourcustomers!”Drewsaid.

“Theproblemisyoucan’tspendenoughtoacquireacustomer,andthewaytofixthatproblemistofixyoursalesfunnel,”Irepliedcalmly.

Oneofmymentors,DanKennedy,says,“Ultimately,thebusinessthatcanspendthe

mosttoacquireacustomerwins.”

ThereasonDrew’sbusinesswasn’tmakingmoneywasbecausehewasn’tableto

spendenoughtoacquireacustomer.Ifwefixhissalesfunnelsothatinsteadofmaking

$97forevery$116hespends,hecanstartmakingtwotothreetimesasmuchmoneyfor

eachsale—andthenthewholegamechanges.Suddenly,hecanaffordtobuymoretraffic

frommoreplaces;hecanoutbidhiscompetitors,andhecanspendtwotothreetimesmorethanheisnow,allwhilebecomingexponentiallymoreprofitable.

So,whatchangesdidwemaketoDrew’sbusiness?Howdidwetakeasalesfunnel

thatwaslosingmoneyandtransformitintoatoolthatallowedFitLife.tvtospendMORE

moneythanitscompetitors,whilegainingmoretraffic,morecustomers,andmoresales?

THATiswhatthisbookisabout.

ThisbookwilltakeyouonajourneysimilartotheoneItookDrewandhisteamon.

Itwillhelpyouunderstandhowtostructureyourcompany’sproductsandservicesinawaythatwillallowyoutomaketwotothreetimesasmuchmoneyfromthesametraffic

thatyou’regettingnow.Andwhenyoufollowthesteps,you’llopenthefloodgates,allowingyoutospendalotmoremoneytogetalotmorenewcustomers.

Thisbookwillalsoshowyouhowtocommunicatewithyourcustomersinawaythat

makesthemnaturallywanttoascendupyourladderofofferingsandgiveyoumoremoneyasyouprovidethemmorevalue.

OnceyouknowthefoundationalconceptsbehindDotComSecrets,we’lldiveintothe

phasesofasalesfunnelandexplorethebuildingblocksyouwillneedtouseineachphase.

Finally,IwillgiveyouthesevencoresalesfunnelsIuseinallmycompanies,plusall

ofthesalesscriptsweusetoconvertpeopleateachstageinthosefunnels.Youcanchoosetocopymyprovenfunnelsandscriptsasis,oryoumaytweakthemtobetterfityourparticularbusiness.

Whenyouimplementeachofthesesecrets,youwilltransformyourbusinessandyour

websitefromaflat,two-dimensionalcompanyintoathree-dimensionalsalesand

marketingmachinethatallowsyoutooutspendyourcompetitors,acquireanalmostunlimitednumberofnewcustomers,make(andkeep)moremoney,andmostimportantly,

servemorepeople.

Thatiswhatthisbookisabout.

INTRODUCTION

MyjunkmailaddictionbeganwhenIwastwelveyearsold.Irememberthe

exactnightmyobsessionwithjunkmailanddirectresponsemarketingstarted.MydadwasuplatewatchingTVwhileworkingonaproject.Normally,hemademegotobedearly,butthat

nightheletmestayuplateandwatchTVwithhim.Iwasn’tasinterestedinthenewsasIwasinspendingtimewithmydad.

Whenthenewsended,Iwaswaitingforhimtosendmetobed,buthedidn’t,soIstartedwatchingwhatcameonnext.Itwasoneofthoselatenightinfomercials.ThisparticularinfomercialfeaturedaguynamedDonLaprewhowasexplaininghowtomake

moneywith“tinylittleclassifiedads.”I’mnotsurewhyhegrabbedmyattention.Maybe,

becauseIwassoyoung,Ididn’tunderstandthatmakingmoneyfast“wasn’tpossible.”

Maybemyfascinationgrewbecausehewassocharismatic.Whateverthereason,assoon

ashestartedtalking,Iwashooked.

Duringthisinfomercial,hetoldstoriesabouthowhestartedhisfirstbusiness.Heexplainedhowhecameupwithanideaforaproductandthenplacedaclassifiedadinhislocalnewspapertosellthisnewproduct.Thefirstweekafterhisadran,hemadeenough

moneytopayfortheadandwasleftwithaboutthirtydollarsinprofit.Whilemostpeoplewouldn’tconsiderthatabigwin,Donknewthathecouldtakethatsamewinningad,runitinothernewspapers,andmakeathirty-dollarprofitfromeachpaper.

Heendeduprunningthatadinthousandsofnewspapersandmadetens-of-thousands

ofdollarsamonthdoingit!

Ididn’trealizeitatthetime,butDonwasteachingme(andeveryoneelsewhowas

watching)thebasicsofdirectresponsemarketing,whichcouldbeappliedtoanycompany.

Well,asyoucanguess,mytwelve-year-oldeyesopenedwide,andmyheartstarted

racing.IremembergettingsoexcitedthatIcouldn’tsleepthatnight—ortherestoftheweek.AllIcouldthinkaboutwasbuyingDon’ssystemsoIcouldstartmakingmoney.I

askedmydadifhewouldhelpmepayforit,butasanygoodfathershould,hemademe

gooutandworkforthemoney.Imowedlawns,weededgardens,andworkedreallyhard

forthreeorfourweekstoearnthemoneytobuythesystem.

Istillremembercallingthe1-800numbertoorder.Whentheboxshowedup,myheartwasracingasIrippeditopen.IstartedreadingthepagesasDonexplainedtomethebasicsofdirectresponsemarketing.

Andthatiswherethisjourneybeganforme.

Afterthat,Istartedcollectingclassifiedadsandcallingthe1-800numbersonthemto

seewhatpeoplewouldsendme.Istartedtoseethatothercompaniesweredoingthesame

thingthatDonwasteaching!

ThenIstartedtolookatmagazinesandsawthesametypesofads.SoIwouldcallthe

phonenumbersandsendinforthefree“info-kits”thattheseadswerepromotingaswell.

Withinthreeorfourweeks,Istartedgetting“junkmail.”(Iputjunkmailinquotationmarksbecausestudyingthatjunkmailhasliterallymadememillions.)Istartedgettingsomuchmailthatthemailmancouldn’tphysicallyfititallintothemailbox.Iwouldcome

homefromjuniorhighschool,andmyparentsmighthavetwoorthreeletters,butI’dhaveawholestackofmyveryownmail.I’dtakeitallintomybedroomandreadthrough

everyletter.Ididn’tknowitatthetime,butIwasreadinglong-formsaleslettersfromsomeofthegreatestdirectresponsemarketersofalltime.Isawwhattheyweredoingandhowtheyweredoingit,anditwasfascinatingtome.

Whatevertheywereselling,theprocesswasthesame.Theywouldplaceasmallad

askingpeopletocontacttheircompanyforafreereport.Afteryoucontactedthem,they

wouldsendyouasalesletter,disguisedasafreereport,sellingalow-ticketinformationproduct.WhenIpurchasedtheproduct,theywouldsendmetheir“system”—alongwith

anothersaleslettersellingmeahigh-ticketproduct(fig.0.1).

Fig0.1Theofflinesalesfunnelsbroughtprospectsthroughapredictableseriesof

steps.

Thiswasmyfirstexposuretosalesfunnels.Ididn’tknowitatthetime,butthisprocessIwasseeingoverandoveragainofflinewouldbecometheexactSAMEsystem

thatIwouldusetogrowhundredsofcompaniesonline.

Now,whilefunnelsoftengetmuchmoreadvancedthanthis,lookatthisdiagramto

seewhatofflinefunnelslooklike,andnotehowsimilartheyaretotheonlinefunnelsIwillbeshowingyouthroughoutthisbook(fig.0.2):

Fig0.2Today’sonlinesalesfunnelsarepracticallyidenticaltotheofflinedirect

responsemarketingfunnelsIstudiedasakid.

Lookingback,Ithinkit’sfunnythatwhilemostkidsmyagewerecollectingbaseball

cards,Iwasstudyingjunkmailandlearningmarketingfunnels.WhenIleftfor

college,

mymommademethrowmyjunkmailinthegarbage,butIgotthisonelastpicturewith

thebestmarketingandsaleseducationIcouldhaveeverreceived.

Unfortunately,Iwasneverabletoaffordtosellstuffthroughclassifiedadsanddirect

mailwhenIwastwelve.ButIunderstoodtheconcept.Itwasn’tuntiltenyearslater,duringmysophomoreyearincollege,thatIre-discovereddirectresponsemarketingand

sawhowIcoulduseitontheInternet.

Notyourtypicalteenager!

MYFIRSTONLINEBUSINESS

Onelatenightduringmysophomoreyearincollege,Iwaslyinginbed—waytootiredto

turnofftheTV.Soinstead,Iflippedthroughthechannels,andonecommercialcaughtmy

eye.Itwasexplaininghowpeoplewere“makingmoneyonlinewithawebsite.”IknewI

neededtolearnmore.Idialedthenumber,gotaticketforalocalevent,andthenextnightIwasataseminarinalocalHolidayInn.Thatlittleseminarre-ignitedmyinterestinbusinessanddirectresponsemarketing.Irememberhearingthespeakerstalkabouthow

peoplewereusingtheInternettomakemoneyinawaythatwasalmostidenticaltowhatI

hadlearnedwhenIwasakid.Butinsteadofusingmail,theywereusingemail;insteadofusingmagazines,theyhadblogs;insteadoftheradio,theywereusingpodcasts.Itwasfascinating,andIwashookedfromDayOne.

Fig0.3Blogs,podcasts,andonlinevideoaresimplynewerversionsoftheold-

schoolofflinemediachannels.

Istartedlookingatotherpeople’swebsites,studyinghowthesebusinessesweremakingmoney.IdecidedtomodelwhatIsaw.Afterall,ifitworkedforthem,itcouldworkforme.SoIcreatedsimilarproductsandservicestowhatothersweresellingonline.

Mywebsiteslookedsimilarandthecopyonthepageswassimilar,butforsomereason,

myeffortsmadeverylittle(ifany)money.IwasfrustratedbecauseIcouldseeothersmakingmoneysuccessfully.WhatwasIdoingwrong?

Ittookalmosttwofullyearsofstudying,researching,andinterviewingsuccessfulmarketersbeforeIrealizedthatwhatIwasseeingonlinewasn’tthefullbusiness.Thepeoplewhoweremakingmoneyweredoingitthroughstepsandprocessesinvisibletothe

nakedeye.

WhileIhadmodeledthepartoftheirbusinessesthatIcouldsee,thereweremultiple

funnelshappeningbehindthescenesthatmadethemagicwork.Ifoundthatthedifference

betweenaten-thousand-dollarwebsiteandaten-million-dollarcompanywasallofthethingshappeningAFTERabuyercameintotheinitialfunnel.

Fig0.4IwasmodelingwhatIcouldseehappeningonthesurface,butthereal

moneywasmadeinwaysIcouldn’tsee.

IttookmeyearstodiscoverandmastertheseDotComSecrets—butwhenIdid,mycompanyquicklywentfromafewhundreddollarsamonthtomillionsofdollarsayearin

revenues.

Iwantedtowritethisbook,notbecauseI’msmarterthananyoneelse,butbecauseI

thinktherearealotofpeoplelikeIwas.Peoplewhomodelthesurfacelevelofwhatothersaredoingandarefrustratedthattheyaren’tgettingsimilarresults.Thisbookistheculminationofadecadespentanalyzinghundredsofcompaniesandtheirsuccessfulsales

funnels.Ihavebuiltoveronehundredsalesfunnelsofmyownandhaveworkedwiththousandsofstudentsandclientstobuildfunnelsineverymarketyoucandreamof—both

onlineandoffline.

Ihopethatafterreadingthisbookyouwillrealizeyourdreamsofsuccessarealotcloserthanyouthink.Youwillsoonseethatbyprovidingatonofvalue,communicating

effectivelywithyouraudience,andbuildingoutyoursalesprocessesinaverystrategicway,youcangetyourproduct,service,ormessageouttotheworld.And,youcangetpaidwhatyou’reworthwhiledoingit.

THREEWAYSTHISBOOKISDIFFERENT

Bypurchasingthisbook,youhaveputyourtrustinmeasyourcoach.Iknowthatyou’re

busy;Ifullyunderstandandrespectthat.It’simportantforyoutoknowthatIwillnotwasteyourtime.Youhavemanychoicesinbusinessandsuccesstraining,andI’mhonoredthatyou’vedecidedtospendyourvaluabletimewithme.Here’showthisbookis

differentfromotherbusinessbooksyoumayhaveread:

1.EverythingIShowYouinthisBookIsEvergreen.Ifyou’vetriedtolearnhowtogrowyourcompanyonlineinthepast,you’veprobablypurchasedbooksandcourseswith

systemsthatworkedwhentheywerecreated,butbecameoutdatedbeforetheyevengotto

thepublisher.WhenGooglechangesanalgorithmorFacebookintroducesanewlayout,

manytacticssuddenlybecomeobsolete.

Thisbook,ontheotherhand,isaplaybookforcreatingmarketingfunnelsthatwill

exponentiallyincreaseyoursalesonline.Itisanevergreenguide.Itwillbeasusefultenyearsfromnowasitistoday.Ionlyfocusonstrategiesandconceptsthatwillremainthesame—evenwhentechnologychanges.

2.IDon’tJustTeachThisStuff;IActuallyDoIt.ThereareatonofpeopleteachingInternetmarketing,andthevastmajorityofthemmakemoneybyteachingother

peopletheInternetmarketingstrategiestheylearnedaboutonline.DanKennedycallsthosepeople“shovelsellers”becauseduringthegoldrush,thepeoplewhomadethemost

moneyweretheonessellingtheshovels.Today’s“shovelsellers”aresellingyouInternetmarketingstrategieswithoutactuallyusinganyofthestrategiesthemselves.

ThedifferencebetweenmeandmostofmycompetitorsisthatIactuallydothis,for

real.That’sright.IuseeveryoneofthesecretsI’mabouttorevealtoyou.AndI’vetriedthemindozensofdifferentmarkets—fromsupplementstocoachingtosoftware.Ialsoworkdirectlywithhundredsofotherbusinesses,advisingthemandincreasingtheirprofitabilityinalmosteverynicheandeveryindustryyoucandreamof.

Aboutsevenoreightyearsago,Ihadthegoodfortunetoworkwithdirectmarketing

legendsDanKennedyandBillGlazer.Theyworkwithentrepreneursallaroundtheworld,

andIwastheirmainInternetmarketingtrainerforalmostsixyears.Thiswasaveryuniquesituation,andIwasabletoworkwithhundredsofofflinebusinesses,teachingthemtoimplementthesameconceptsI’mabouttosharewithyou.

I’vealsohadachancetoteachtheseDotComSecretsatTonyRobbins’Business

Masteryseminaraswell.Icantellyoufromexperiencethatthesestrategiesworkforbothonlineandofflinebusinessesinjustaboutanyindustryyoucan

thinkof.Throughoutthe

book,I’llshareexamplesofthesedifferenttypesofbusinessessoyoucanseehoweach

strategycouldworkinanymarket.

Thebookisdividedintoseveralsections.Sections1,2,and3aregoingtogiveyou

thecoreconceptsthatyouMUSTunderstandbeforeyoucancreateyourfirstmarketing

funnel.Onceyouunderstandthesecretsbehindwhatmakesonlinesellingwork,Iwillteachyouhowtobuildyourownsalesfunnels.

Section4describesthemanydifferentsalesfunnelsweuseinourcompanieseveryday.Italsogivesyouthesalesscriptsyouneedtomovepeoplethroughyourmarketing

funnelsotheywillpurchasefromyou.

Section5willshowyousomeoftheeasierwaystoimplementallthetechnologyinvolved.Iseepeoplegettrippedupbythetechallthetime.SoIwantyoutoskipthehardstuffandmakeiteasyonyourself.

Onceyouknowhowfunnelswork,implementingthemisasimplematterofpicking

whichoneyouwanttouseandsettingitup.Pleasedon’tskipaheadtotheFunnelsand

Scriptssectionuntilyou’vereadtheearlierchapters,oryouwillmisslearningthecorestrategiesthatmakethosefunnelsandscriptswork.Iwanteverythingtomaketotalsensetoyou.

3.ImageRecall.Throughoutthebook,you’regoingtonoticetonsofsimplelittle

diagrams.Atfirst,theywon’tmakesensetoyou.Butafteryoureadthroughthe

chapterorsection,you’llgetit.Ipromise.ThereasonthepicturesaresobasicisbecauseIwantyoutobeabletolookattheimageandimmediatelyrecalltheconcepts.Thegraphicsareengineeredforinstantrecall.Atsomepointinthefuture,ifyouneedtorememberhowtostructureanupsellsalesletteroratwo-stepconsultingfunnel,you’llbeabletopulloutthepictureandinstantlyrecallhowtodoit.Whenyouneedthatimagerecall,youcanflipthroughthebooktofindthepictures,ifyoulike.Oryoucangoto

www.DotComSecretsBook.com/resources/diagramsandprintthemout.IliketokeepanotebookofallthepicturesoffunnelsandscriptsIdevelop,soIcanalwaysfindtheoneIneed.Ievenhavesomestudentswhohavecertainimagestapedtotheirofficewallsasmemoryaids.

Irecommendreadingthroughtheentirebookoncefrombeginningtotheveryend.

You’reuncoveringtherestoftheiceberg,andyouneedtounderstandtheconceptsinorder.Onceyou’vegonethroughallthematerial,thenyoucangobacktothechaptersyouknowwillmakeabigdifferencerightaway.

I’mexcitedforyoutodiveinandhavesomefunwiththis.So,let’sgetstarted!

SECTIONONE:

LADDERSANDFUNNELS

SECRET#1:

THESECRETFORMULA

Itwas11:27a.m.onaMondaymorning,andnomatterwhatItoldmyself,Ijustcouldn’t

getoutofbed.Themusclesinmybodyached,althoughitdidn’tmakesense.IknewIwasn’tsorefromexercisebecauseIhadn’tworkedout.Ihadasickfeelinginmystomach

thatfeltliketheflu,butIknewIwasn’tsick.Inmyhead,IwasWISHINGthatIhada

boss,sohecouldfiremeandendthisnightmarethatIknewIhadtofaceassoonasIfinallystumbledoutofbed.

HowhadIgottenhere?Justafewyearsearlier,Ihad“officially”becomeanentrepreneurandlaunchedmyowncompany.Anddespitealotofmistakesalongtheway,

Ihadlearnedafewtricksandwashavingsuccess.ThecompanyIstartedwasprofitable.

Wewereservingpeopleandmakingadifference,butforsomereason,Iwasmiserable.

Afewweekslater,Ifoundmyselfinfrontofahuge,blankwhiteboardtryingtosketchoutwhyIwasfeelingthisway.Somethingwaswrongwithmybusiness,andIwantedtofigureoutwhatitwas.Afterwhatseemedlikehours,Iwrotedowntwowords:

Who?

Where?

Iaskedmyself,“WHOisthepersonIreallywanttoworkwith?”Uptothatpointin

mybusiness,IhadbeentryingtoselltoanyoneandeveryoneIcould.Whilethatsounds

smartatfirst,itleftmetired,frustrated,andemptyinside.

AfterIgotagoodideaofWHOIwouldideallyworkwithifIhadthatchoice,IstartedtothinkabouttheRESULTIwouldwanttogivethem.Iaskedmyself,“Where

couldIservemycustomeratthehighestlevel?”Irealizeditwasn’tthroughaproductoraservice.Rather,itwasbygivingthemaresultthatwouldchangetheirlives.ThatresultiswhereIwantedtotakethem.

Afewminuteslater,Iaddedtwomorewordstotheboard:

Where?

Bait?

Wherearethesepeople?HowcanIfindthemonline?WhattypeofbaitcanIcreate

toattractmydreamclientandrepeleveryoneelse?

ThesequestionseventuallybecametheoutlineforwhatInowcall“TheSecret

Formula,”andit’sreallythefirststepthatyouHAVEtotakebeforeyoucangrowanycompany.

THESECRETFORMULA

Thesecretformulaconsistsoffoursimplequestions.ThesearethesamefourquestionsthatIaskanyonewhohiresmeforpersonalconsultations.Atthetimeofwriting,companiespaymetwenty-fivethousanddollarsperdaytohelpthemunderstandandimplementthisformulaandthefunnelsandscriptsinsideofthisbook.NowwhileIknow

youdidn’tpayanywhereneartwenty-fivethousandtolearnthisinformationandgothroughthisprocess,Irecommendyoutreatthisandalloftheexercisesinsideofthisbookasifyoudidinvestthefullamount.Ifyoudo,youwillgetalotmoreoutoftheprocessI’mgoingtotakeyouthrough,andthisbookwillbecomelikeaprivate,twenty-fivethousanddollarconsultationwithme.Okay,letmewalkyouthroughtheprocess.

Question#1:WhoIsYourDreamClient?Thefirstquestionyouhavetoaskyourselfis,WhodoIactuallywanttoworkwith?Mostofusstartwithaproductidea,neverthinkingaboutwhowewantasclients,customers,vendors,andassociates.Butthesearethepeopleyouwillbeinteractingwithdayinanddayout.You’llprobablyspendmoretimewiththesepeoplethanyourownfriendsandfamily.Youchooseyoursignificantothercarefully,sowhywouldn’tyoutakethesametimeandcareindeciding

whoyourdreamclientorcustomerwillbe?Ifyou’rejustgettingstarted,thismaynotseemimportant.ButIpromiseyouthatifyoudon’tconsciouslychooseyourdreamclient,

onedayyouwillwakeuplikeIdid,workingwithpeoplewhoexhaustyouandwishing

thatsomeonecouldfireyoufromthebusinessyoucreated.

AfterIhadsuccessfullylaunchedmyfirstsoftwarecompany,alotofpeopletooknoticeofmysuccessonlineandstartedaskingmehowIwasmakingmoney.BecauseIsawthedemand,Ithoughtitwouldbefuntoteachothershowtostarttheirownbusinessesonline.

ThegoodthingwastherewereaLOTofpeoplewhowantedtostartbusinesses,and

wemadealotofmoneyteachingthem.Butthedownsidewasthatmostofthemdidn’thaveanymoney(andcouldn’tinvestinthehigher-ticketthingsIwantedtosell).And

mosthadnobusinessexperience,soIhadtospendtonsoftimeonthefundamentals,andthatdrovemecrazy(whichiswhyIdidn’twanttogetoutofbedinthemornings).Ihad

somuchvalueIwantedtoprovidepeople—showinghowIhadscaledmycompanies,teachingconversionsecretsandhowwestructureourfunnels—but99%ofmytimewas

spentshowingthemhowtobuyadomainandsetuphosting.

Iliterallyspentyearsservingthesecustomers,anditmadememiserable.My

family

suffered,andnomatterhowmuchmoneywemade,Iwasn’thappy.IttookyearsbeforeI

satbackandactuallythoughtabouttheWHO.IrealizedIhadoverlookedsomeprettyimportantquestions:

Whoaremydreamclients?

Whatdotheylooklike?

Whataretheypassionateabout?

Whataretheirgoals,dreams,anddesires?

AfteraboutaweekofthinkingabouttheWHOquestion,Isatdownandcreatedtwo

customeravatars:oneforthemenIwantedtoworkwithandoneforthewomenIwanted

toworkwith.

Forthewomen,Ipickedanameandwroteitdown:Julie.ThenIlistedoutthethings

IknewaboutJulie.Sheissuccessfulanddriven;shehasamessagetoshare;shevalues

herpersonalgrowthovermoney;andshe’salreadygrownherbusinesstoatleastfivefiguresayear.

Next,IwrotedownthenameMike.NexttoMike’sname,IwroteoutthethingsIknewaboutMike.Heisaformerathlete.Atsomepoint,hehashelpedtochangesomeone’slifeinasmallwayandwantstolearnhowtohelpmorepeople.Hevaluesgrowthovermoney,andhe’salreadybuilthisbusinesstoatleastfivefiguresayear.

ThenIwenttoGoogleimagesandtypedinJulieandthecharacteristicsIhad

writtenout.Withinminutes,Ifoundapicturethatlookedlikethewomeninmymind.Iprinteditoutandhungitonmywall.IdidthesameforMike,andwithinminutes,Ihadbothpicturesofmydreamclientshangingonmywall.

Thismayseemlikeasillyexercise,butit’simportantthatyoudoitanyway.Really

spendsometimethinkingaboutwhoyouwanttoworkwith.Writeouttheir

characteristicsandthengofindanactualpicturetorepresentthem.It’samazinghowyourperspectivechangeswhenyouhaveaphysicalpictureofyouridealcustomer—insteadof

ahazy,half-formedimageinyourhead.

Question#2:WhereCanYouFindThem?ThenextquestionintheSecretFormula

isWHEREcanyoufindthisidealmanorwoman?Wheredotheyhangoutonline?Are

theyonFacebookorInstagram?Whatgroupsaretheypartof?Whatemailnewslettersdo

theysubscribeto?Whatblogsdotheyread?AretheyreadingTheNewYorkTimesorTheHuffingtonPost?Whatotherinterestsdotheyhave?Dotheylikesportsorthearts?Howaboutfishingorracecars?Ifyoudon’tknowthewho,itwillbehardtofindoutwhereyourperfectclientcanbefound.Somakesureyouknowexactlywhoyou’retryingto

attract.Thenjustwritedownafewplacesyouthinktheprospectmighthangoutonline.

Overthenextfewchapters,we’regoingtotakeadeepdiveintohowandwheretofind

yourdreamclients.I’llshowyouexactlywheretofindthepeopleyou’relookingfor.

Question#3:WhatBaitWillYouUsetoAttractThem?Onceweknowwhere

thedreamcustomersare,wehavetocreatetherightbaittoattractthem.Yourbaitcouldbeaphysicalbook,aCD,DVD,oranaudiorecording—anythingthatyourdreamcustomerwouldpayattentiontoandwant.Asmycompanymovedawayfromsellingtobeginners

andtowardattractingdreamclients,ourfirststepwastocreatenewbaitthatwouldattract

“Mike”or“Julie.”

SowecreatedabookcalledDotComSecretsLabs:108ProvenSplitTestWinners.

Thisbaitworkedgreatforus,becausemostbeginnersdon’tknowwhatasplittestis.ButweKNEWthatJulieandMike(ourDREAMcustomers)wouldknowwhatthesetermsmeanandtheywouldbehungrytogettheirhandsonthebook.Withindaysoflaunching

thisnewoffer,wehadthousandsofdreamclientslininguptoworkwithus.Whenyoufindoutwhatyourdreamclientswant,itbecomesveryeasytoattractthem.Throughout

thisbook,we’regoingtotalkmoreaboutcreatingtherightbait.Rightnow,justrealizethebaithastomatchwhatyourdreamcustomerwants.

Question#4:WhatResultDoYouWantToGiveThem?Onceyou’vehookedyour

dreamcustomerswiththeperfectbait,thelastquestioniswhatRESULTdoyouwantto

givethem?I’mnottalkingaboutwhatproductorserviceyouwanttosellthem.AbusinessisNOTaboutproductsandservices.Abusinessisaboutwhatresultyoucangetforyourclients.Onceyou(andthey)understandthatconcept,thenpriceisnolongerabarrier.

Forme,IknewthatthebestwayIcanservemydreamclientistosendmyteamtotheirofficeandhelpbuildouttheirsalesfunnels,hireandtraintheirsalesteam,andsetupsystemstodriveconsistentleadsintothecompany.ThatishowIcanhavethedeepestimpactandservetheclientatthehighestlevel.Ideally,it’s

whereIwouldliketotakeallofmycustomers.Thattypeofserviceisnotcheap,buttheresultsIcandeliveratthatlevelareamazing.Toputitinperspective,forthatservice,mycompanychargesaretainerandapercentageofsales,whichcombinedequalonemilliondollars.

Iunderstandthatmanyofmycustomerswon’tbeabletopaymeforthatlevelofservice(whichiswhywedevelopotherproductsandservices),butunderstandingwhere

youultimatelywanttotakethedreamclientisthekeytothisstep.

Imaginethatyourclientscouldpayyouanythingtogetadesiredresult.What,then,

wouldyoudotohelpguaranteetheirsuccess?Wherewouldyouleadthem?Whatdoesthatplacelooklike?Keepthatplaceinyourmind;it’sthepinnacleofsuccessforyourclients.It’swhereyouwanttotakethem,andit’sthekeytothislaststep.

That’sit.Thefourstepsagainareasfollows:

1.

Whoareyourdreamclients?

2.

Howcanyoufindthem?

3.

Whatbaitwillyouusetoattractthem?

4.

Whatresultdoyouwanttogivethem?

Iknowthatthisexerciseseemssimple,butitisthekeytoeverythingelsewewillbe

discussinginthisbook.Sotakeafewminutesnowandreallyanswerthesefour

questions.

UpNext:Inthenextchapter,wearegoingtodigalittledeeperandfocusonthestepsyouneedtofollowtoleadyourdreamcustomerfromtakingthe“bait”toconsumingyour

productofferingstoarriving“where”youwanttotakethem.Ifyoustructurethiscorrectly,peoplewillnaturallyascendtowhereyouwantthemtobe.Theywillgiveyou

moremoney,andyou’llbeabletoservethematamuchhigherlevel.

SECRET#2:

THEVALUELADDER

Russell,areyouasmoker?”

“What?”Iresponded.“No,I’veneversmokedinmylife…whydoyouask?”

“Well,Inoticedthatyourteethareturningalittleyellow,andIwasn’tsureifyouwereasmoker…ormaybeyoudrinkcoffee?”

“No,Idon’tdrinkcoffeeeither…,”Isaid.“Myteethlookthatyellow!?”

Thosewerethefirstwordsmynewdentistsaidtomeabout10minutesintoourfirst

appointment.

WhenIstartedmynewbusinessafewyearsearlier,mywifeandIhadnoinsurance

ofanykind.Iwasjusthustlingtosellthingsonlinetotryandputfoodonthetable.

Thenaboutfourorfiveyearsintomybusiness,Istartedhiringemployees.WhatIdidn’trealizewhenIfirsthiredthemwasmost“real”companiesgivetheiremployeesbenefits.BecauseIhadneverhadarealjobbefore,Iwasn’treallysurewhatbenefitswere(besideshangingoutwithmeallday,whichIassumedwasthebestbenefitever!).No,theywantedhealthinsuranceanddentalinsurance.SoIdecidedtocaveandgetthemalla

“benefits”package.Withindaysofgettingournewdentalinsurance,Igotapostcardinthemailofferingafreeteethcleaning.

“Sweet!We’vegotinsurance.It’safreecleaning.I’min.”

Andthat’swhereitallstarted…

Withinminutes,thedentistcommentedonmy“yellow”teeth.

“No,Idon’tdrinkcoffeeorsmoke.Aretheyreallyyellow?”

“Yeah,theyare.Butdon’tworry.Ifyouwant,Icangooutbackandmakesomecustomteeth-whiteningtraysforyou.You’llhavetousethemforafewweeks,butifyou

followthesystem,yourteethwillbewhiteagain.”

Well,I’msureyouknowwhatmyresponsewas…

“Yes,please!Idon’twantyellowteeth.”

Thedentistkeptworkingonmyteeth,andalittlewhilelater,hesaid,“So,did

youhavebraceswhenyouwereakid?”

“Yeah,Idid.Howcanyoutell?”

“Well,yourtwobottomteethareshiftingagain,andthatusuallyhappenstopeoplewhohadbraces.”

“Myteethareshifting?Seriously?Whatcanyoudoaboutthat?”

“Well,ifyouwant,Icanbuildaretainerforyou,whichwillhelpkeepyourteethin

place.”

“Yes,please!”

WhenIwalkedintothedentistofficethatmorning,Ihadcomeinforafreeteethcleaning.Andinlessthananhour,Iwalkedoutpayingovertwothousanddollarsformy

whiteningkitandmynewretainers.ThisdentisthadstrategicallytakenmethroughapowerfulprocessthatIcallaValueLadder.

First,hehadcreatedbait(freeteethcleaning)thatwouldattracthisdreamclient(me).

Second,heprovidedvaluetomebycleaningmyteethandnoticingthatmyteethhad

becomeyellow.BecauseIhadreceivedvalue,Inaturallywantedtomoveforwardandget

additionalvaluefromhim.

Hethenfoundanotherwaythathecouldprovidevaluetome—theretainers—and

again,Inaturallytookhimuponthatofferaswell.

Now,formanydentists,theymakethemostmoneyandprovidethemostvaluefortheirpatientsbyofferingcosmeticsurgery.Luckily,Ididn’tneedany

cosmeticsurgeryonthatvisit,orIcouldhavebeenouttenthousanddollarsormore.

Onmywayoutthedoor,thesecretaryscheduledmeforanotherappointmentsixmonthslater,addingmetotheir“continuity”program.Continuityiswhereyoucontinue

payingonaweekly,monthly,oryearlybasisuntilyoudecidetocancel.ThisdentisthadaperfectlyexecutedValueLadder(fig.2.2).

Fig.2.2:ThisisagreatexampleofaValueLadderforadentist.

OneofthefirstthingsIexplaintopeoplewhenIstartworkingwiththemistheconceptofaValueLadder,andit’sthefirstthingyouhavetobuildoutbeforeyoucanstartworkingonanysalesfunnel.Ifyoulookathowwestructureit,you’llseethatonthelefthandaxiswehavevalue,andonthebottomaxisweshowtheprice(fig.2.3).

Now,onthetoprighthandcornerofthisgraph,you’llseethebig$sign.Thisiswhereyouwanttotakeyourclient.Thisiswhereyoucanprovidethemthemostvalue—

andalsochargethemthemost.

Fordentists,thisisusuallycosmeticsurgery.Formycompany,it’sgoingintoyourbusinesstobuildoutyoursalesfunnels,setupyourbackendsystems,andgenerateleads

foryou.Wecurrentlychargeourclientsonehundredthousanddollarsplus10%oftheir

profits(uptoonemillion)toprovidethisserviceforthem.Sothetotalcosttomyclientsisamilliondollarsforthisservice.Butit’stheBESTthingIcanprovidethem,anditgivesmetheabilitytoservethematthehighestlevel.

Fig.2.3:YoucanusethissamemodeltodesignyourownValueLadderforyour

business.

Now,ideallywewouldliketoselleveryoneourbestthing,right?Youwanttoserveyourcustomersinthehighestwaypossible.ButthesadtruthisthatifIweretowalkuptoyouonthestreetandsay,“Givemeamilliondollars,andI’llhelpyoutogrowyourcompany,”youwouldeitherlaughinmyfaceorrunaway,thinkingIwasinsane.

Whyisthat?

It’sbecausewejustmet,andsofar,Ihaven’tprovidedyouanyvalue.

ButifyoucametomywebsiteandsawthatIwasgivingawayafreebookwith108

ofmyBESTsplittestsandallyouhadtodowascoverthe$9.95shipping,doyouthink

thatyou’dorderit?

Ifyou’reinmytargetaudienceyouwould—becausethepriceislow,andyouhavea

chancetoreceivesomevalueinanon-threateningway,allowingyoutoseeifyouliketheexperience.JustlikeIdidwiththedentist.

Now,ifyouorderthatbookfrommeandreceivevaluefromit,youwillnaturallywantmore.You’llwanttoascendmyValueLadder(fig.2.3a)andseeifthereareotherwaysIcanprovidevalueforyou.

Fig.2.3a:MyDotComSecrets’ValueLadderincludesproductsandservicesatall

levels,includinganongoingcontinuityprogram.

Youmaybuyoneofmyhomestudycoursesorattendoneofmyliveevents.Ifyou

receivevaluefromthat,thenyoumaydecidetosignupformy$10,000Igniteprogram,or

maybemy$25,000InnerCircleprogram.AndifIprovideawesomevaluethere,thenyou

willnaturallywanttokeepascending…andTHATishowwesellourmillion-dollarpackages.WeprovideinsaneamountsofvalueateachstepofourValueLadder,soourclientsnaturallywanttoascend,getmorevalue,andpayusmoremoney.

Ohyeah,andjustlikethedentist,noValueLadderiscompletewithoutagoodcontinuityprogram.Therearemanywaystostructureyourcontinuityprogram.Itcouldbe

organizedaroundsoftware,membershipsites,orongoingcoaching,butitshouldbesomethingyoucanbillforeachmonth.Thatresidualincomewillbecomethelifebloodof

yourbusiness.FormyDotComSecretsbusiness,ourmaincontinuityprogramisoursoftwareClickFunnels,whichallowspeopletocreatesalesfunnelswiththeclickofamouse.Ourclientspayusmonthlytousethissoftwaretohelpruntheirbusinesses.Itsavesthematonoftimeandmoneyandprovidesuswithresidualincome.Win-Win.

WHATDOESYOURVALUELADDERLOOKLIKE?

NowI’mawarethateveryonereadingthishasadifferenttypeofcompany.Atthispoint,

you’reprobablytryingtofigureouthowtheValueLadderappliestoyourbusiness.IwanttosharewithyouastorythatwillshowyouhowwewereabletocreateaValueLadder

forabusinessthatdoesn’tseemtohaveanytypeofascendingproductsorservices.

Ihaveachiropractorfriend,Dr.ChadWoolner,whomI’veknownforalongtime.In

fact,itwashisurgingthatgotmetocreatethisbook.Likemostchiropractors,hemakeshislivingdoingadjustmentsforaboutfiftydollarseach.Herunsads,patientscomein,getadjustedinabouttenminutes,payhimfiftydollars,andleave.Sometimes,iftheperson

hasamoreseriouscondition,Chadmayputtheclientonacontinuityplanandhavethem

comeinafewtimesaweekoverthenextfewmonths.Butthat’saboutit.

OnedaymyfriendandIweretalking.HewantedtoknowwhatIwoulddodifferently

inhisbusinessifIwerehim.Ithoughtitoverforafewdays,whenafunnythinghappened.Atthetime,Iwasworkingwithagroupofwrestlerswhoweretrainingforthe

Olympics.Eachweekachiropractorcameinandadjustedallofthewrestlers.Oneweek,

theregulardoccouldn’tmakeitin.So,insteadofwaitingforaweek,oneoftheathletesjumpedonYouTube,typedin“howtogiveachiropracticadjustment,”andwatchedafew

videosuntilhefeltlikeanexpert.Thenhewalkedintotheotherroomandquicklyadjustedeveryoneontheteam.

Now,beforeImoveon,IfeellikeIshouldgiveadisclaimerorawarningorsomething.Don’tgetmewrong.ThepointofthisstoryisNOTtosayyoushouldgo

watchYouTubevideosandthenstartpracticingmedicine!(Andnoemailstellingmethat’sillegalorcrazy…okay?)Thepointisthatinaboutthirtyminutes,someonewithnoformaltrainingatalllearnedtodowhatwewerepayingthechiropractorfor.Istartedlaughing,calledmychiropractorfriendimmediately,

andtoldhimthestory.

Naturally,hewasn’tasamusedasIwas.Helaunchedintoalongrantaboutwhythat

wasdangerousandwhyweshouldn’thavedoneit.ThenIstoppedhimandsaid,“Look,I

wasn’tjustcallingtobeajerk.Iwanttoteachyousomethingreallypowerful.Youwenttocollegeforyearstolearnhowtobeachiropractor—yet,withinthirtyminutes,onewrestlerwasabletolearnEVERYTHINGthatyoucurrentlydoinyourclinic.”

Silence.

“I’mcurious,whileyouweregoingtoschool,didyoulearnanythingelsebesidesadjustments?”

Defensively,hestartedtotellmeaboutallsortsofotherthingshehadlearnedandknewhowtodo.

“Ispentyearslearningnutritionandnaturalhealing.Icanhelpstopfibromyalgia,carpaltunnelsyndrome,and…”

Andthat’swhereIstoppedhim…

“HaveyoueverprovidedANYoftheseservicestoyourclients?Ordoyoustopgivingthemvalueafterthefiftydollaradjustments?”

NowIwanttopausehere,becausemostcompaniesIworkwith,eveniftheythinktheyhaveaValueLadder,reallyonlyhavepartofone.Almostalways,IspendmytimeworkingwiththemonaddingproductsandservicestothefrontoftheirValueLadders,as

wellastheback.

Afterthatdiscussion,IsatdownwithmyfriendandwemappedouthiscurrentValue

Ladder.Itlookedkindoflikethis(fig.2.4):

Fig.2.4:Atfirst,myfriendonlyhadonebasicservice.Ihelpedhimfleshoutother

offeringssohehadafullydevelopedValueLadder.

Thenwelookedatotherwayshecouldprovidemorevaluetohisclients.Wefigured

outwherehereallywantedtotakethem.Ultimately,hecreatedanewwellnessprogram,

forwhichhecouldchargefivethousanddollars.Theclientswhoparticipatedwouldgettentimesmorevaluefromeachvisittohisclinic.Thatwasthebackend—thehighestpoint—ofhisladder.

Then,afterwebuiltoutmyfriend’sbackendValueLadder,westillhadtofindanattractivefrontendoffertogetpeoplethroughthedoor.Achiropracticadjustmentjustisn’tthatsexy.It’snotlikeamassagethatpeopleenjoygetting,andit’snotlikegoingtoatraditionalmedicaldoctorwhereyouthinkyou’regoingtodieandneedsomemedicinefast.Peopleusuallywaituntilthey’reingreatpainbeforethey’llcomeinforanadjustment.Chiropracticadjustmentsjustaren’tthatexciting.Ifyouhaveablahfrontendoffer,yourbusinesswillalwaysstruggle.

Wesatdown,thoughtthroughhisbusiness,anddecidedthatamassagewouldbeagoodthingtoofferasthefrontendofhisValueLadder.Peoplelovegettingmassages,andit’sbaithecouldusetogetpeopleintohisclinic.

Nowhehastwofull-timemassagetherapistswhogivefreemassagestogetpeoplein

thedoor.Andjustlikemydentistsellsteethwhiteningandretainers,thesetherapistsaretrainedtofeelwhenaperson’sspineorribsareoutofplaceandmightneedanadjustment.Thentheyupgradetheclienttotheadjustmentsandthentothewellnessprograms(fig.2.5).

Fig2.5:OncemyfriendhadafullydevelopedValueLadder,hisbusiness

completelyturnedaround.

Youmightbesellingabookrightnowonthefrontendandhavenoideahowtobuild

upabackendValueLadder.Well,whatothervaluecanyouprovidetopeople?Canyoube

morehands-onwiththem?Canyouoffermorepersonalattention?Canyouprovideancillaryservicesorphysicalproductsthatenhanceyourprimaryoffer?

MyveryfirstinformationproductwasaDVDonhowtobuildapotatogun.(Andthatjustgoestoshow

youcansellanythingonline!)ButIfiguredouthowtobuildaValueLadderbyalsoselling“DoItYourself”plansandphysicalpotatogunstoourcustomers.

TheValueLadderisthekeytobuildingyourmarketingfunnelsandmastering

everythingelseI’mgoingtoteachyouinthisbook.Thissystemdoesnotworkifallyou

haveisonething—likeabookoranadjustment.Youneedtobeabletobuildoutafull

ValueLadder.MostbusinessesIlookathaveoneortwopiecesoftheladder,buttheyrarelyhaveallfour.Onceweaddinthemissingpieces,thebusinesscanstarttoexpand

dramatically.There’snoendtothelevelofbackendservicesandexperiencesyoucanadd.

Ifyoukeepprovidingmoreandmorevalue,peoplewillspendmoreandmoremoneyto

keepworkingwithyou.

Irememberpayingtwenty-fivethousanddollarstobeapartoftheBillGlazer/DanKennedyTitaniumMastermindprogram.Atthetime,myhighestbackendofferwasfive

thousanddollars.Someoneinthatprogramaskedme,“So,Russell,whatdoyousellnexttothepeoplewhopaidfivethousand?”ItoldhimthatIdidn’thaveanythingelsetooffer,andheresponded,“Russell,that’safivethousanddollarbuyerlead—youneedtosellthemsomethingelse!”

Interestingly,laterthatnightthegroup(yes,theSAMEgroupthathadalreadypaidtwenty-fivethousandtobeintheroom)wasofferedachancetobeinthemoviePhenomenonwithDanKennedyforanadditionalthirtythousand.Andnineoutofeighteenpeopleinourgroupboughttheoffer!ThatwaswhenIrealizedthattherereallyisnoendtoyourValueLadder.It’soneofthereasons

whywecreatedourmillion-dollar

program.Imaginemyshockandexcitementthefirsttimesomeonesaidyes!Apercentageofyouraudiencewillalwayswanttopayyouthepremiumtogetmorevalue.

Theonlylimittoyourvalueofferingsisyourimagination.Keepthinkingofhigherandhigherlevelsofservice,andyoucankeepchargingmoreandmoremoney.There’salwayssomethingelseyoucanoffer.

WHATIFIDON’THAVEAVALUELADDER?

Oftentimes,it’shardforcompaniestofigureouthowtoaddmoreofferstotheirValueLadders.Typically,theprocessisveryeasyforsomeonesellinginformationproductsbecausethatascensionpathhasalreadybeencreatedandproveninthousandsofdifferent

information-basedcompanies.Butwhatifyou’resellingsomethingelse?Whatifyouofferphysicalproducts,ecommerce,B2Bservices,orprofessionalserviceswherethepath

isn’tquiteasclear?Sometimesittakesalittlethoughtandcreativity.

Ifyoualreadyhaveaproductoraservicethatyousellinthemiddleofyourladder,

whattypeof“bait”couldyoucreatetoattractyourdreamcustomer?Ihaveafriendwho

ownsacompanythatmakescustomsuitsforpeople.Hewasstucksellingahigh-endservicebutunabletoseehowtoconstructasolidValueLadder(probablybecausethe

“front”atthetimewastwothousanddollars).Afterawhile,myfriendtriedgivingaway

freecufflinksonline.Heputtheofferup,startedtoadvertise,andwithindays,hehadgeneratedhundredsofperfectlyqualifiedleads.Hethentookthosepeoplethroughanascensionplantogetthemtopurchasetheirowncustomsuits.

Oftentimes,companieshaveafrontendproductbutnothingmoretosellonthebackend.Forthat,Ilovetolookatwhatelsetheycouldbundletogether.Couldtheyofferacoachingprogram?Howaboutaliveevent?Whatotherresultsorvaluecouldtheygive

theirclients?

ItoldyouearlierthatFitLife.tv’scoreissuewasnotatrafficorconversionproblem.

TheonlyrealproblemwasthattheyhadnoValueLadder.Becauseofthat,theycouldn’t

buildoutatruesalesfunnel.Theybroughtpeopleintotheirfunnel,butthentherelationshipended.Peoplewantedtogivethemmoney,buttherewasnoclearpathforthemtofollow.Assoonastheyaddedthosethingsintotheirbusiness,customersnaturallystartedtoascendtheladder,ultimatelypayingDrewandhisteamwhattheywereworth.

Whileit’snotalwaysobviouswhatyoucanaddtothefrontendorthebackendofyourcompany,Ipromisethatthesolutionsarethere.Ialsoknowthatifyouwanttosucceedandbeatoutyourcompetition,youneedtohavethisValueLadderinplace.

UpNext:Inthenextchapter,wearegoingtotalkaboutthebasicsofbuildingoutyoursalesfunnel.ButpleasetakethetimetofilloutyourownValueLadder.Again,unlessyouhaveacompleteValueLadder,it’simpossibletobuildoutaneffectivesalesfunnel.

SECRET#3:

FROMALADDERTOAFUNNEL

TheSecretFormulawascreatedtohelpyoufigureoutwhoyouwanttoserve,howtofind

them,whatkindofbaityoushouldusetoattractthem,andwhereyouwanttotakethem.

TheValueLadderwascreatedtohelpyoufigureoutwhatproductsandservicesyou

needtoaddsothatyourdreamclientsmovefromyourbaittoyourhigh-endservices.

Nowit’stimetobridgethegapbetweenaValueLadderandasalesfunnel.Insections

3and4ofthisbook,wewillgointoalotofdetailaboutthestrategy,psychology,andtacticsyouneedtobuildoutyourownsalesfunnels.Butfirst,Ineedyoutounderstand

whatasalesfunnelisandhowthatrelatestoeverythingwe’vediscussedsofar.Thissectionisshort,butcriticaltoyoursuccess.

Inaperfectworld,Iwouldimmediatelybeabletotalkmydreamclientintopurchasingmybest,mostexpensiveservice.Butaswediscussedinthelastchapter,that’salmostimpossiblebecauseIhaven’tprovidedvalueyet.Besides,myhighest-levelservice

mightnotbethebestfitforallpeople.It’salmostimpossibletobuildacompanyjustofferingyourhigh-endservices.Youneedafullrangeofoffers.Soinsteadoftryingtoconvincesomeonetobuythemostexpensiveofferingrightaway,webuildafunnelthat

willhelpustodotwothings:

1.

Providevaluetoeachcustomerattheuniquelevelofservicethatheorshecan

afford.

2.

Makemoneyandbeprofitablewhileidentifyingourdreamclientswhocan

affordourhighestoffer.

Thebestwaytoshowyouhowthisworksistodrawafunnel:

Fig3.2:Afunnelmovespeoplethroughthesalesprocess.Theyenteras

prospectivecustomers(traffic),andyourjobistoconvertasmanyaspossibleinto

repeatcustomersbysellingtothematthefront,middle,andbackendofyour

funnel.

Abovethefunnelisacloudthatrepresentsallofmypotentialcustomers.Atthe

top

ofmyfunnelisthe“bait”thatwillattractmydreamcustomers.NoticethatthisbaitisalsothefirstrungoftheValueLadder.AsIstarttoplaceadsfeaturingmybait,potentialcustomerswillstartraisingtheirhands,andacertainpercentageofthosepeoplewillpurchasemyfrontendoffer.

ThenIwillmovetothenextstepinmyfunnel.HereIwillintroducethenextproduct

orserviceinmyValueLadder.Thiswill,ofcourse,besomethingofferingMOREvalue,

whilealsocostingmoremoney.Unfortunately,noteveryonewhopurchasesmybaitwill

alsopurchasethismoreexpensive,high-valueproduct,butacertainpercentageofthosepeoplewill.

Fromthere,Imovedeeperintothefunnelandintroducethenextproductorservice

onmyValueLadder.Again,noteveryonewillbuythisproduct,butapercentageoftheclientswhoinitiallytookthebaitwill.IwillcontinuetodothisthroughallthelevelsofmyValueLadder,andatthebottomofthisfunnel,ahandfulofpeoplewillappearwhocanafford—andmaybewillingtopurchase—myhigh-endservices.Thesearemydream

clients,theonesIwanttoworkwithatamoreintimatelevel.

Now,beforeI“sell”youonwhyyouneedtobethinkingaboutyourcompanyintermsof“funnels,”Iwantyoutounderstandthatmyapproachwasn’talwaysthisdetailed.

WhenIfirstgotstartedonlineoveradecadeago,therewasalotlesscompetition.Icouldhavejustafrontendproduct,andI’dspendadollaronadsandmaketwodollarsbackin

return.Butasmorepeoplestartedbusinessesonlineandcompetitionstartedtogrow,ad

costswentup,theconsumer’sbuyingresistancealsowentup,anditgothardertosell.

PeopleIknowwhoweremakingmillionsofdollarsayeararenolongerinbusinessbecausetheydidn’tadaptandchangewiththetimes.

WhenIstartedtofeelthepinch,Iwasluckyenoughtohavesomeamazingmentors

whotaughtmetheimportanceofbuildingadeeperfunnelwithmoreofferings.Thedeeperyourfunnelis,andthemorethingsyoucanofferyourclients,themoreeachcustomerwillbeworthtoyou.Andthemoretheyareworthtoyou,themoreyoucanspendtoacquirethem.Rememberthistruth:

“Ultimately,thebusinessthatcanspendthemosttoacquireacustomerwins.”

—DanKennedy

EveryproductIsellonlinehasasalesfunnelthatItakepeoplethrough.Infact,immediatelyafterthecustomerbuyssomething,theyareofferedanupsellortwobefore

theyevenleavethepage.Thisisonetypeofsalesfunnel.Butaftertheyhavepurchased

somethingfromme,Iuseothertypesofcommunicationfunnelstobuildarelationshipand

encouragethemtopurchaseotherproductsandservicesthatwesell.You’lllearnaboutthesespecialcommunicationfunnelsinSection2.Everyproductwesellhasitsownsales

funneltoprovidevalueandconvertthebuyerintoahigher-endcustomer.You’llseeallsevenofthesefunnelsinSection4.

Thefactthatyoupickedupthisbookandarereadingitnowisproofthatthisconcept

works.Ialreadyknowthatapercentageofeveryonewhobuysthisbookwillupgradeto

oneofmyonlinewebclasses.Ialsoknowthatfromthere,apercentageofthosepeople

willupgradetomyIgniteprogramormyInnerCircleprogram.Andafew,theoneswho

aretherightfit,willjoinmymillion-dollarprogram,andI’llbecomingouttosetupthiswholesystemintheiroffices.

Let’sReview:SoasalesfunnelisjusttheonlineprocessyoutakesomeonethroughtogetthemtoascendthroughthedifferentlevelsofyourValueLadder.It’stheactualwebpagesthatwillmaketheSecretFormulawork.TheSecretFormulawillhelpyoufind

yourdreamcustomer,offerthemyourbait,andleadthemtowhereyouwantthemtogo—

allwhileprovidingthecustomervalueandmakingyoumoney.

UpNext:So,thenextlogicalquestion,afteryouunderstandtheconceptbehindthesalesfunnel,isWHEREdoyoufindthepeopletoputintothatsalesfunnel?Secret#4willpresentthreesimplequestionstohelpyoufindyourdreamclientsandbringthemtoyour

websites—withcreditcardsinhand.

SECRET#4:

HOWTOFINDYOURDREAMCUSTOMERS

WiththeSecretFormula,youdiscoveredthatyoumustfindoutwhoyourdreamclientsareandthenfindoutwheretheyare.Usuallymyclientscanfigureoutprettyquicklywhotheywanttosellto,buttheygetstuckfiguringoutwherethosedreamclientsareandhowtogetthemtovisittheirwebsites.Theprocessofgettingpeopletocometoyourwebsiteiscalled“drivingtraffic.”SowhenItalkabout“traffic”throughoutthisbook,I’mtalkingaboutthepeopleyouareconvincing(throughanad)tocometoyourwebsite.Peoplealwaysaskmehowtoattractmoretraffictotheirwebsites,butbeforewecanaddresshowtogetthosepeople,youhavetounderstandtheconceptof“congregations.”

OneofthecoolestthingsabouttheInternetisthepowerofcongregations.TheseseeminglyunimportantgroupsofpeoplegatheringtogetherinlittlecornersoftheInternetmakeitpossibleforpeoplelikeyouandmetogetintobusinessquicklyandbesuccessfulwithoutallthebarriersandexpensivehurdlesoftraditionalmedia.

WhenIsaythewordcongregation,what’sthefirstthingthatpopsintoyourhead?

Formostpeople,thewordcongregationbringstomindachurch.Achurchisreallynothingmorethanagroupofpeoplewhogathertogetherbasedonsimilarbeliefs,values,

andideas.Forexample,eachweek,theBaptistsallcongregatetogetherbasedontheirsimilarbeliefsandvalues.TheCatholicsalsocongregatetogetherandsodotheMormons,

SeventhDayAdventists,Muslims,andJews,etc.,…right?So,ifIweresellingaperfect

productforMormons,wherewouldIgotosellit?Ofcourse,IwouldgototheMormon

Church.Mydreamcustomerswouldberighttherecongregatedtogether.AllI’dhaveto

doisputmymessageoutinfrontofthem.

Mypointisnottoteachyouhowtosellthingstochurches.Iwantyoutounderstandthepowerofacongregationbecauseit’soneofthemainreasonstheInternetissuchan

amazingtoolforbusinesses.PriortotheInternet,itwashardforpeoplearoundtheworldtocongregatetogether.Wewerelimitedbylocationandabilitytocommunicate.Butnow

it’spossibleforanyoneandeveryonetocongregatetogetheranddiscussalmostanything

withgroupsofpeoplewhoholdsimilarbeliefs.

WhenIwasinhighschool,therewerefiveorsixkidswhowouldgettogetherevery

dayatlunchandplaycardgames.IrememberoneofthegameswascalledMagic:TheGathering.NowIhadneverheardofit,andIthoughtthekidswerekindofstrangesittingbythemselvesplayingcards.Buttheywerecontenttocongregatetogetherandparticipate

inanactivitytheyenjoyed.I’msuretherewereahandfulofkidsinhighschoolsalloverthecountrydoingthesamething,unawareofoneanother.BeforetheInternet,thatwashowthingsworked.Youwerekindoflimitedbasedongeography;youmightnotbeclose

tootherpeopleinyourcongregation.Asamarketer,Iwouldhavefounditdifficulttoreachfivekidsatonehighschoolandthreeatanotherschoolandsixorsevenatyetanother.Itwouldhavecosttoomuchmoneytobesuccessful.Yetnow,thankstotheInternet,thosefiveorsixkidsinmyhighschoolcancongregatewithothersallovertheworldtoplayMagic:TheGatheringonline.Theycanhangoutonforumsandplaygames

withpeoplehalfwayacrosstheworld.Now,ifIhaveaproducttoselltoacongregation

ofpeoplewholoveMagic:TheGathering,it’seasyandeconomicaltogoonline,findwheretheyare,andgetmymessageinfrontofthem.

Here’sanotherexample:Iwasawrestlerincollege,andeverynightallthe

studentathleteshadtospendtwohoursinstudyhalltomakesurewegotourhomeworkdone.

Naturally,Iwouldsitnexttomywrestlingbuddies,andwe’dgoofoffonline.Iremember

lookingoveronedayandnoticingthatallmyfriendswerelookingattheexactsamewebsiteIwas.ItwascalledTheMat.com—awebsiteforwrestlers.Wewereallchattingaboutwhathadhappenedthatmonthintheworldofwrestlingandwhowaswinning.We

wereshowingcoolmovesanddiscussingwhatmovemightworkbetter.EverysinglepersononmycollegewrestlingteamwasinthatstudylabfortwohourseverynighthangingoutonTheMat.comandtalkingaboutwrestling—ratherthandoingourhomework.

Interestingly,thiswasprobablyhappeningineverysingleuniversityaroundthecountry.Addinallthehighschoolwrestlersandanyolderpeopleinterestedinthesportwhowouldlikelyfindthissite,andyoucanseethatpotentiallyeverysinglewrestlerintheworldcouldcongregateinonespotandtalkaboutwrestling.Now,ifIhadawresting

product,whatwouldIdotosellit?Iwouldfindtheexistingcongregationofwrestlingfans,andIwouldputmymessageoutinfrontofthem.Simple!

Therearecongregationsforeverythingyoucandreamup—fromantiquesbuyerstozippercollectors.Onceyouunderstandthecoreconceptofcongregations,drivingtrafficisincrediblyeasy.Notsurewhereyourcongregationsare?JustgotoGoogleandtypeinyourkeywordsplusthewordforumorsearchforgroupsrelatedtoyourkeywordsonFacebook.Itmighttakealittledigging,butyou’llfindyourtargetaudience.Now,there

arethreequestionsyouhavetoaskyourselftofindandreallytapintothesecongregations.

QUESTION#1:WHOISYOURTARGETMARKET?

WhenIaskthatquestion,peopletendtoanswerwithstraightdemographicslike,“Mytargetmarketiswomenfromagesthirty-sixtoforty-fivewhomakefiftythousanddollars

ayear.”Foraverylongtime,straightdemographicslikethatwereprettymuchtheonly

waytoseparatethepeopleyouwantedtotargetfromtherestofhumanity.Traditionalmediacateredtocertaindemographicsthroughitsprogrammingandsoldadvertisingalongthoselines.Ifyouwantedtoreachwell-off,intellectualmen,youmightadvertiseonthelatenightnewsorinTheNewYorkTimes.Ifyouwantedtoreachhousewives,youmightadvertiseduringasoapoperainthemiddleoftheday.Unfortunately,straightdemographicsdon’tgiveyouanyofthejuicyinformationabouttheindividual.Intheold

days,thebestyoucoulddowasgrouppeopleingeneralterms,accordingtoage,gender,

income,andgeographicallocation.TheInternethaschangedallthat.Todayyoucangetasgranularasyouwanttowiththedataavailable.Youcansegmentpeoplebasedonmusical

taste,medicalbackground,andshoesize.Ifyoulike,youcanevengroupaccordingtothemoviestheywatchedlastmonthorthewebsitestheyvisitedyesterday.

Becausemarketersarenowabletotargetsomanydifferentcharacteristicsso

accurately,peoplehavelostallpatienceforgeneralized,massmediamessages.

Consumersexpectanddemandthatyouradvertisingbeextremelyrelevanttothem.SayyouownalocalpetfoodcompanyandyouradvertisingspeakstowomeninTampawho

lovedogs.IfI’mamaninTampawholovescats,youmightwanttocreateaseparatemessageforme.Itdoesn’tmatterthatbothtargetmarketscangetfoodfortheiranimalsatyourstore.Consumerswantandexpectmessagingthatspeaksdirectlytothem,ortheywilllikelyignoreyou.There’sjusttoomuchinformationbombardingusatallhoursofthedayandnight.Asmodernhumans,wearesubconsciouslyforcedtoscreenoutanythingthatdoesn’tdirectlyapplytous.Soadogfoodcommercialmaynotevenregisteronacatowner’sradar,eventhoughyourstorealsosellscatfood.

Tocreatehyper-targetedmessages,youhavetoknowyourtargetmarketinside

andout.Successfulbusinessesgetinsideofthecustomer’smindandfindoutwhattheindividualreallycaresabout.Whataretheirpainsandpassions?Whatdotheydesire?

Whatdotheythinkabout,andwhatdotheysearchforonline?Whenyoucanfindoutthosetinydetails,youcansearchmorespecificallyandfindbuyersinnot-so-obviousplaces.Forexample,inthe“howtomakemoney”businessthatIhave,Ioftenthinkback

tomyselfwhenIwasatwelve-year-oldkidbuyingstufffrominfomercials.Whatweremy

desires?Whatgotmeexcited?WheredidIlookformoreinformation?Whatwordsand

phraseswasIsearchingfor?WhatmagazinesdidIread?Itrytofigureoutwhatmymindsetwasatthetime.IfIhadawrestlingproduct,Iwouldthinkbacktomyownwrestlingdays.Whoarethepeopleinthewrestlingmarket?Whataretheysearchingfor?

Whatproblemsdotheywanttosolve?Whatquestionsdotheyneedanswered?Isuggest

diggingintoyourownexperiencetocreateasdetailedapictureaspossiblefortheproductyouareselling.Youwanttogowaybeyondtypicaldemographicswhenanswering

questionnumberone:Whoisyourtargetmarket?Then,whenyouhaveanaccuratepicture,youcanmoveontothenextquestion.

QUESTION#2:WHEREISYOURTARGETMARKET

CONGREGATING?

Rememberyourtargetmarketismadeupofrealpeople,soyouneedtolookattheirreal

behavior.Wheredotheyhangoutonline?Wheredotheyspendtheirtime?Whatemailnewslettersmighttheysubscribeto?Whatblogsdotheyread?WhatFacebookgroupsare

theyapartof?AretheyevenonFacebook—ordotheypreferInstagram?Whatkeywords

aretheysearchingforonGoogle?WhatbooksaretheybuyingonAmazon?Answeringthesequestionscantakesometimeandresearch,butit’sworthtakingasmuchtimeasyouneedtodevelopaclearpictureofwhereyouridealclientsaredirectingtheirattention.

FindingtrafficontheInternetreallyisaseasyasansweringthesequestions.

Marketerstrytomakeitcomplicatedwithallofthetechnologythathelpsdirectthetraffictocertainwebpages.Butit’syourknowledgeofthepeopleinyourmarketthatmakesthetechnologyuseful.IliketothinkoftheInternetasahugemountain,andyouridealcustomer—yourtraffic—isgoldinsidethatmountain.Yourjobasamarketeristofindthe

goldandmineitout.Whenyoustartmining,you’rejustdiggingaround,pokingandprodding,tryingtofindwherethegoldis.Youknowthere’sgoldinthatmountainsomewhere,butyou’renotsurewhere.Soyou’relookingaround,tryingthisareaandthat

area,andallofasudden,youmightdigupafewnuggets.Typically,goldclumpstogetherinaveinrunningthroughthemountain(likeacongregation).Sowhenyoufindalittlebitofgold,youcandigdeeperandfindmore.You’llsoonseethattheveinrunsdeepintothemountain.Ifyoukeepfollowingthatvein,youcanmineoutallthegold.It’sworthtakingthetimetodoathoroughjobinthepokingandproddingstage.Becauseifyoucanfind

exactlywhereyourtargetmarketishangingout,thenpullingoutthegoldissimplyamatterofputtingarelevantmessageinfrontofthemanddirectingthemtoyouroffer.

Dosomedigging—allthewhileaskingthecrucialquestions:Whoismytargetmarket?Wherearethesepeoplecongregating?Yousearchforalittlewhile,andBoom!

Youmightfindanemailnewslettertheysubscribeto.That’saveinofgold.You’regoing

totapintothat.Youmightbuyadsinthatnewsletterandtrytoenticeallthose

peoplebacktoyourwebsite.YoumightfindablogtheyfrequentormaybeaFacebookgrouptheylike.Astheentrepreneur,it’syourjobtogooutthereandfindthesecongregations.Therearepeopleyoucanhiretohelp,andtherearesystemsyoucansetuptotapintothosecongregations,butfirstyouhavetogetintothemindsetofthetargetmarketandfigureoutwheretheycongregate.

Thenyou’rereadyforthethirdquestion.

QUESTION#3:HOWCANYOUGETACUSTOMERTOLEAVETHE

CONGREGATIONANDCHECKOUTYOURPAGE?

IfI’minthemiddleofawrestlingdebateonTheMat.com,it’sgoingtotakesomethingspecialtogetmetoleavethatsiteandgolookatsomethingelse.Atthispoint,youhavetofigureoutwhatofferingisspecialenoughtoenticeawrestlingfanawayfromhisfavoritesite.Howcanyoudivertattentionawayfromwhatyourprospectiscurrentlydoing?IcallthisprocesstheEnquirerInterrupt.

Fig4.2:Youradsmustbeabletograbpeople’sattentionifyouwantthemtoclick

overtoyoursite.

DidyouknowthatTheNationalEnquirerisoneofthemostreadnewspapersin

the

world?Theyplacetheirpublicationinoneofthebusiestspotsonearth:thecheckoutstand.Peopleonlyhaveasplitsecondtomakeabuyingdecision,sothepublicationoffersshorttwo-tothree-wordheadlinesthatwillstopalmostanyoneintheirtracks.Themagazineisanundisputedmasteratinterruptingyourbrainpatternsandmakingyounotice.

Yourjobonlineisalmostthesame.Youaretryingtoengagesomeonewhoisalready

checkingemail,Facebook,andhiscellphoneattheexactsametime.Youhavetointerruptpotentialcustomerslongenoughforthemtoclickonyouradandvisityourwebsite.

Asyoustarttothinkaboutwhattypeofadsshouldyoubeplacing—whattheyshould

say,whattypesofimagestheyshoulduse—IrecommendgoingtoGoogleimagesandsearchingfor“NationalEnquirerheadlines.”You’llseehundredsofexamplesthatyoucan

model.Ifyoulookclosely,you’llnoticethemagazinealwaysusesastrangeorunusualpicturetograbtheeye.Thenitusesshort,punchyheadlines(usuallydescribingsomethingweird,unusual,orshocking)tomakeyoucuriousenoughtobuyacopy.Theimagesand

headlinesinterruptwhateveryouwerethinkingabouttomakeyoupayattentiontotheproduct,amagazine.

Inourads,weplacetheseEnquirerInterruptstograbourprospects’attentionandsendthemtooursqueezepages,ourfrontendoffers,andourbait.Rememberthatjustbecauseyou’veidentifiedwhoyourdreamprospectsareandwheretheyare,yourjobisn’tdone.Youstillneedtograbtheirattentionandgetthemtoclickovertoyourwebsite.You

dothatthroughtheseinterrupt-styleads.

YOURROLEASTHEENTREPRENEUR

Astheentrepreneurformycompanies,oneofmyprimaryjobsistoidentifywheretheveinsofgoldarelocated.Thistaskisnotforthepersonbuyingtheads,optimizingtheads,orpickingthekeywords,etc.That’slikeexpectingabuildingcontractortoknowhowtopourthefoundation,framethehouse,putupthesheetrock,andruntheelectricity.Acontractordoesnotneedtoknowhowtodoallofthosethingstobuildahouse.Infact,ifhediddoallofthosethings,itwouldtaketentimeslongertogetthejobdone.Instead,heunderstandsthepiecesthatneedtobeinplacetobuildahouse,andthenhehirestheelectriciantodothewiringandthesheetrockguytoputupthesheetrock.

Yourjobastheentrepreneuristounderstandthestrategybehindthese

DotComSecretsandthenhiretheFacebookguytorunFacebookadsandtheGoogleguy

torunGoogleads.Tothisday,I’veneveroncerunaGoogleoraFacebookad,yetI’ve

mademillionsonbothplatforms.Iunderstandthestrategy,andthenIsetupsystemsand

hirepeoplewhoaregreatatthetactics.Inthisway,wealldowhatwearebestat.

BecauseIknowthisdivisionoflaborworks,I’mnotgoingtogointoeverydetailon

howtoruntheadsinthisbook.Instead,Iwanttofocusonthestrategy.Then,youcanbuildasystemandhaveyourteamhelpyoutoimplementit.Inthenextchapter,I’mgoingtohelpyouunderstandthestrategybehindthethreetypesoftraffic,andwewillpinpointyourONLYgoalwhendrivingtrafficonline.

SECRET#5:

THETHREETYPESOFTRAFFIC

AcrucialDotComSecretyoumustunderstandtoexperienceexponentialgrowthisthis:Thereareonlythreetypesoftraffic:

1.

Trafficyoucontrol

2.

Trafficyoudon’tcontrol

3.

TrafficyouOWN

Onceyouunderstandhoweachtypeoftrafficworksandhowtheytietogether,you

willhavetheabilitytodirecttherighttraffictotherightoffers,andconvertthehighestnumberpossibleintobuyersandrepeatclients.YouroneandONLYgoalistoOWNall

thetrafficyoucan.Thatishowyougrowyourlistandincreaseyoursales.

TRAFFICYOUOWN

Iwanttobeginourdiscussionwiththethirdtypeoftrafficlistedabovebecauseit’sthemostimportant.TrafficyouownistheBESTkindoftraffic.It’syouremaillistoryourfollowers,readers,customers,etc.IcallthisthetrafficthatI“own”becauseIcansendoutanemail,postamessagetomyfollowers,ormakeablogpost,andIwillgenerateinstanttraffic.Idon’thavetobuyitfromGoogleorFacebook.Idon’thavetodoanyPRorSEO.

Thisismyowndistributionchannel;IcansendoutmessagesanytimeIwant,withnonew

marketingcosts.Icansellthingstothesepeopleoverandoveragain,andallofthat

moneycomesbackaspureprofit.

IwasluckywhenIfirstgotstartedonlinetohaveamentornamedMarkJoyner.Mark

hadbuiltahugecompanyonline,andwhenIstartedtostudyunderhim,hisnumberone

pieceofadvicetomewasthis:“Russell,youhavetobuildalist.”Heingrainedthatprincipleintomymind,anditbecamemyonlyfocusfortwotothreeyears.Asmyliststartedtogrow,sodidmyincome.

Thefirstmonth,Iwasabletogetabouttwohundredpeopletojoinmylist,andImadejustalittleovertwohundreddollarsthatmonth.WhenIhadincreasedmylisttoaboutonethousandpeople,Istartedtoaverageaboutonethousanddollarspermonth.

WhenIgotmylisttotenthousandpeople,Iwasaveragingovertenthousanddollarsper

month!Andthosenumbershavestayedprettyconsistentnowthatwehavewelloverfive

hundredthousandpeopleonthelists.

Yes,weaverageaboutonedollarpermonthforeachnameonouremaillists.Insome

ofthemarketswe’rein,theprofitisactuallyalothigherthanthat.Butasaruleofthumb,whenyoufollowthecommunicationfunnelsyou’lllearninSection2correctly,youshouldexpecttoseesimilarresults.Onceyouunderstandthatmetric,suddenlylistbuildingbecomesamuchhigherpriority!

That’swhyit’ssoimportanttoconverttheothertwotypesoftraffic(bothtrafficyou

controlandtrafficyoudon’tcontrol)intosubscribersandbuyers(trafficthatyouown)asquicklyaspossible.Thebiggeryourlist,themoremoneyyoumake.

TRAFFICYOUCONTROL

Thenexttypeoftrafficistrafficyoucontrol.Youcontroltrafficwhenyouhavetheabilitytotellitwheretogo.Forexample,ifIpurchaseanadonGoogle,Idon’townthattraffic(Googledoes),butIcancontrolitbybuyinganadandthensendingthosewhoclickon

thatadanywhereIwant.Anykindofpaidtrafficistrafficyoucontrol,includingthefollowing:

•

Emailads(soloads,banners,links,mentions)

•

Pay-per-clickads(Facebook,Google,Yahoo,etc.)

•

Bannerads

•

Nativeads

•

Affiliatesandjointventures

Now,IpersonallyLOVEtrafficthatIcancontrol,butmybigproblemisthatevery

timeIwantmoreofit,Ihavetospendmoremoney.SomygoalisalwaystosendanytrafficthatIamgoingtopurchaseovertoatypeofwebsitewecalla“squeezepage.”

(We’lldiscusssqueezepagesalotmoreduringSecret#11:TheTwenty-ThreeBuildingBlocksofaFunnel.)

Fig.5.2:Squeezepageshaveonegoal,andnodistractions.Thereisonlyone

thingforthevisitortodoonthispage.

ThissqueezepageisaverysimplepagewithONEgoal:toconverttrafficthatyoucontrolintotrafficthatyouown.Isendallofmypaidtraffictoasqueezepage,andwhenthevisitorsgetthere,theyonlyhaveONEoption:givemeanemailaddressorleave.Now

acertainpercentageofpeoplewillleave,butthecoolthingisthatsomeofthose

peoplewillgiveyouapersonalemailaddress.Afterthat,thetrafficyoucontrolbecomestrafficthatyouown,andyoucanstartsendingthenewpotentialbuyerthroughyourSoapOpera

Sequences(Secret#7)andyourdailySeinfeldemails(Secret#8).

TRAFFICYOUDON’TCONTROL

Thislasttypeoftrafficjustshowsup,andIdon’thaveanycontroloverwhereitcamefromorwhereitgoes.Forexample,ifsomeonementionsmybookonFacebook,theirfollowersmaysearchmynameinGoogle,andtheymaylandonsomerandompageinmy

blog.Ididn’thavecontroloveranypartofthatsequenceofevents.TherearelotsoftypesoftrafficthatIdon’tcontrol,including:

•

Socialmedia(Facebook,Twitter,Instagram,Google+,LinkedIn,Pinterest,etc.)

•

Searchtraffic(searchengineoptimizationorSEO)

•

Guestblogtraffic

•

YouTube

•

Guestinterviews

Now,justliketrafficthatIcontrol,myONLYgoalwithtrafficthatIdon’tcontrolis

alsototurnitintotrafficthatIown.Todothis,ItrytopushalltrafficthatIdon’tcontrol

backtomyblog.Ifyouvisitanyofmyblogs,you’llnoticethatthetopthirdofmyblogisnothingbutaglorifiedsqueezepage.Whenpeoplegothere,theonlyrealthingtheycan

doisgivemetheiremailaddresses.Aftertheydothat,theybecometrafficthatIown,andIcanputthemintomycommunicationfunnels.

Fig.5.3:Iturnmyblogpostsintomodifiedsqueezepagestoconvertasmuch

trafficaspossibleintotrafficIown.

MOVINGINTOYOURCOMMUNICATIONFUNNEL

UpNext:Nowthatyouunderstandwhereyoucanfindcongregationscomposedofdreamclientsandyouunderstandthatyourgoalistoconvertthosepeopleintotrafficthatyouown,thenextquestionis,Whatdoyoudowiththepotentialcustomersaftertheyjoinyouremaillist?

Section2ofthisbookwillshowyouhowwecommunicatewithouraudience.Itwill

detailwhatemailswesendoutandinwhatsequencewesendthem.Itwillshowyouhow

touseyouremaillistasatooltogetpeopletoascendyourValueLadder.Butbeforewe

getintotheactualsequencesthatyou’llbesendingout(Secret#7and#8),youfirsthavetounderstandtheAttractiveCharacter.

SECTIONTWO:

YOURCOMMUNICATIONFUNNEL

SECRET#6:

THEATTRACTIVECHARACTER

HeyRussell,I’mbuildingalist,butnobody’sopeningmyemails.Nobody’sclickingon

mylinks.Nobody’sbuyingwhatI’mtryingtosell.WhatamIdoingwrong?!”

PeoplewhostartedmyDotComSecretscourseusedtoexpressthissamethoughtall

thetime.Businessownersoftengetbehindtheideathattheyshouldbeaveragingadollarpermonthforeverypersonontheirlist.So,theyfocusongrowingtheirlists,yetfeelstuckandfrustratedwhentheydon’tseeresults.Can

yourelatetothatatall?

Inmyexperience,themissinglinkisthisconceptoftheAttractiveCharacter(AC).

It’saboutthepersonayou’resharingwithyouraudienceandhowyoucommunicatewith

yourlist.Mostpeopleeitherdon’tbothertocreatethischaracter,ortheydon’tdoitcorrectly.So,Iwanttoexplaintheprocesstoyounow.It’soneofthemostimportantstepsyoucantakewhenitcomestomakingsales.OnceyouintentionallycreateyourAC,your

businesswillchangeforever.

AnAttractiveCharacterisnotsomeonewhoisextraordinarilygoodlooking,although

theymightbe.WhatI’mtalkingabouthereisapersonathatattractsclientsorcustomersandhelpsyoubuildyourfollowingtoeventuallymakesales.AnAttractiveCharacterallowsyoutobuildaplatformanywhereyouwant,whetheronemail,Facebook,orYouTube.Itdoesn’tmatterwhereyoushowup;yourACwilldrawpeopletoyou.

ThefirsttimeIlearnedaboutpersonasandcharacters,Iwasatamarketingseminar

andheardJohnAlanisspeak.Ifyoulookuphisname,you’llfindheteachesmenhowtogetwomentoapproachthem.Inotherwords,heteachesguyshowtopickupchicks.Irememberheexplainedhowtheconceptofattractingwomenwasverysimilarto

attractingcustomersandmakingsales.Ifaguywantsawomantobeattractedtohim,therearecertainthingsheneedstodo.Andtheyarethesamethingsyouneedtodoifyouwantclientsandcustomerstobeattractedtoyouinyourbusiness.Hesaidentrepreneurs

needtocreateanAttractiveCharacter.ThiswasthefirsttimeIhadeverheardanyonetalkaboutthisidea.Ilistenedtohimtalkforanhour,anditmadeahugeimpactonmeandmycompany.

Thinkaboutanybusiness—onlineoroffline.MostsuccessfuloneshaveanAttractive

Characterfrontandcenter.TakeSubway,forexample.Subwayusedtobejustanotherfast

foodrestaurantlikeMcDonald’s,BurgerKing,andalltherest.Thensomewherealongthe

line,thecompanyfoundthisguynamedJared.Hewasabigguywhoweighedoverfour

hundredpounds.However,hestartedeatingnothingbutSubwaytwiceaday,andoverthe

courseofacoupleofyears,helostatonofweight.SubwaysharedJared’sstorywiththeworld.Theyputhimincommercials,onbillboards,everywhere.BymakingJaredtheirAttractiveCharacter,Subwaytransformeditsbusinessfromanaveragefastfood

restauranttoaweight-lossplan.Thisnewtacticcompletelysetthecompanyapartfromthecompetition.OneofthereasonsthatSubwaydoessowellisbecauseitfocusesmarketingtacticsaroundanAttractiveCharacter.PeopletryingtoloseweightcanrelatetoJared.Theyunderstandhisbackstory,andtheywanttobelikehim.IfthisguycouldloseallthatweightjustbyeatingSubwaytwiceaday,thentheycantoo.Thissameguyhas

beenbringinginbusinessforSubwayforoverfifteenyears!

Nowthinkaboutyourfavoritemovies.Whatwasthelastmovieyousaw?Didyouseeitbecauseyouthoughtthestorylinewasintriguing?Ordidyougobecauseoneofyourfavoriteactorsoractresseswasinit?MoviesuseAttractiveCharactersbecausethoseACsbringinthecustomers.AgreatexampleofthatconceptisthemovieOcean’sEleven.

WhenIsawthelineupforthatmovie,Ihadnodoubtitwouldbesuccessful.ProducersbroughtinelevenAttractiveCharacters,actorswhoviewersalreadyloved,putthemtogetherinamovie,andBoom!Instanthit.Maybeyou’renotabigBradPittfan,butyou

loveeverythingJuliaRobertsdoes.So,yougoseethemoviebecausesheistheAttractiveCharacteryourelateto.

Thisiswhysequelsandfranchisesworksowell,generationaftergeneration.Ifyou

lovedHarrisonFordasHanSoloin1977,youprobablypaidtoseealltheStarWarssequelsandRaidersoftheLostArk,too.Andguesswhat?Nearlyfortyyearslater,guesswho’sshowingupagaintobringyoualittlemoreHanSolo?It’samazingtothinkthatonemediocremoviecreatedoveragenerationagocanstillpackthetheatersandsellticketsbythemillions.That’sthepowerofAttractiveCharacters.Welovethem.Wewanttobelike

them.Werelatetotheirstories.Andwebuywhatthey’reselling!

Thisisoneofthebigsecretsbehindthemostsuccessfulonlinebusinessesinthemost

competitivemarkets,likeweight-loss,dating,financialinvesting,supplements,andecommerce.AllthesetypesofbusinessescanuseanAttractiveCharacter.

IstartednoticinghowthisworksinmyownbusinesswhenIstartedspeakingatseminarsandsellingproductsfromthestage.ThefirstfewtimesIspoke,IwasstillinschoolatBoiseStateUniversity.Iwasastudentathleteinthewrestlingprogram,andthatinformationwouldcomeoutwhenItoldmystoryfromthestage.Italkedaboutwrestling

andcoachesandlessonsI’dlearnedfromthesport.Whenitwastimetosellattheendofthepresentation,Inoticedthatthepeoplewhocametothebacktobuymyproductwere

mostlymaleathletes.Theywouldsay,“Hey,man,Iplayedfootballincollege.”Or,“Hey,

I’malacrosseplayer.”Ididn’trealizeitatthetime,butmystorywaspromotinganAttractiveCharacterthatothermaleathletescouldrelateto.Interesting.

Afewyearslater,mywifeandIweretryingtostartafamily.Likesomanycouples

thesedays,wehadsometroublegettingpregnant.Wewentthroughalongprocess,butafterafewmonthswithafertilitydoctor,weendedupgettingpregnantwithtwins.Irememberspeakingataseminar,andforsomereason,IfeltlikeIshouldtellthatstory.IwaskindofnervousbecauseIdidn’tusuallyshareintimate,personalstories.Butforwhateverreason,Ididsharethatstorywiththeaudienceandtieditbacktomypresentation.ThenIwentthroughmysalescloseasusual.

WhenIlookedtothebackoftheroom,somethingweirdhappened.Theathleteswere

stillthere,butnowtherewerewives,mothers,andfamiliesbuyingmyproducts,too.Ithought,Howinteresting!Isharedsomethingaboutmyfamily,andsuddenlythere’sanewsegmentoftheaudienceattractedtothatpartofmypersona.Thisnewaudiencesegmentsuddenlyfelttheycouldrelatetome,sotheyhadenoughtrusttopurchasefromme.That

hadneverhappenedbefore.

Irememberanothertimewhenmycompanywaslaunchingaproductcalled

MicroContinuity.Beforewereleasedtheproduct,wehaddoneafewworkshopsteaching

thesystemtopeople.Onestudent,JoyAnderson,launchedaverysuccessful

MicroContinuityprogram,whichisstillsuccessfultoday.Whenitcametimetolaunchthe

product,IdecidedIwastiredoftellingmystory,soIdecidedtotellJoy’sstoryinstead.

So,welaunchedtheproductandsoldovereightthousandunits,grossingoveramilliondollarsinsalesinjusttwoweeks.Afewmonthslater,wehadaworkshopforpeoplewho

hadboughttheprogram.IrememberbeingamazedasIlookedoutovertheaudienceand

sawafifty/fiftysplitofmenandwomen.Typically,myworkshopsareabout

90%men,butthisonewastotallydifferent.Attheend,wesurveyedtheattendeestofindoutwhy

theyhadcometotheworkshop.Almostwithoutexception,allthewomensaid,“Iwantto

beJoyAnderson.”

Ikeptseeingexamplesofthistrend;thepeoplewhorelatedtomystoriesweretheoneswhoboughtmyproducts.So,afewyearsago,Istartedteachingthisconceptofthe

AttractiveCharacter.ThestudentswhoimplementedwhatI’mabouttoteachyouheretotallytransformedtheirbusinesses.AllofthemajorsuccessstoriesfromanyofourcoachingprogramsgotresultsbybuildinghugebrandsandplatformsaroundanAttractive

Character.

Thisconceptcanmeanthedifferencebetweenmakingonethousanddollarsamonth

andmakingonehundredthousandamonth.Howattractiveareyou?Howinterestingare

you?WhywouldsomeonetuneintowatchaTVspecialaboutyourstory?Youmightbethinking,ButI’mnotthatinteresting.IpromisethatIdidn’tfeelveryinterestingwhenIfirststartedouteither.Butifyoufindwaystoshareyourbackstory,youcanmakeitcompelling,andpeoplewillfollowyoubecauseofapersonalconnection.

TherearethreecomponentstocreatinganAttractiveCharacter:

•

Elements

•

Identity

•

Storylines

Youneedeachofthesecomponentstoroundoutacharacterpeoplewilllikeandfollow.Intheupcomingchapters,wewilldiscusshowtointroducethefacetsofyourAttractiveCharactertoyouraudience,butfornow,youneedtofocusonbuildingoutyourownAttractiveCharacterprofile.We’regoingtogothroughthatprocessindetailrightnow.

THEFOURELEMENTSOFTHEATTRACTIVECHARACTER

1.Backstory.EverygoodAttractiveCharacterhastohaveabackstory.It’sessentialifyouwantresults.IfyouturnedontheTVandsawJaredsittingthereeatingasub,what

wouldyourreactionbe?You’dprobablythinksomethinglike,Who’sthatannoyingskinnyguyjustsittingthereeatingsubsallday?Withoutknowinghisbackstoryofamazingweightloss,youwouldbeunabletorelatetohim.He’djustbeadudeeatingsubs.

ButifyouseeJared’sbackstory—picturesofhimat425poundsand190pounds—

andthenseehimeatingsubs,it’sawholedifferentstory.Youmightthink,I’mjustlikehewas.Ifhecanloseallthatweightjustbyeatingsubs,maybeIcantoo.Iwanttobewhereheis.Doyouseethedifferenceinapotentialcustomer’sreaction?

Youshareyourbackstorybecauseyouwantpeopletoseewhereyoucamefrom.Iftheycanrelatetowhereyoucamefrom,thentheywillwanttofollowyoutowhereyou

arenow.Iftheydon’tseethebackstory,potentialcustomerswon’tfollowyouorlistentoyou.You’llseemuntouchable;youwon’tseemrealtothem.However,iftheyseethatyou

wereonceinasimilarsituation,thentheyinstantlyidentifywithyouandwillfollowyou.

Yourstoryhasprovidedahook.Youcanthenlayoutthepath,andtheywillwanttofollowthatpath.

Thekeyisthatthestoryhastorelatetotheproductyou’resellingsomehow.Ifyou’re

sellingaweight-lossproduct,youwanttotalkaboutaweight-lossbackstory.Ifyou’resellinginvestingadvice,youwantafinancialbackstory.Doesthatmakesense?

Now,ifyoudon’thaveabackstorythatrelatestoyourproduct,that’sokay.Youcan

findsomeoneelse’sbackstoryandusethatinstead.ThisiswhatIdidwhenIsharedJoy

Anderson’sstoryandsuddenlybecameattractivetofemalebuyers.Yourstudents,yourcasestudies,yoursuccessfulclients—thoseareallresourcesforrelatablebackstoriesandAttractiveCharacters.TheownerofSubwaywasn’ttheguyonTVeatingsubsallthe

time,right?ItwasJared.Hewasthechain’ssuccessstory,sohebecameitsAttractiveCharacter.YourAttractiveCharacterdoesnothavetobeyou,butabackstoryisessential.

2.AttractiveCharactersSpeakinParables.Parablesarelittlestories,easytoremember,thatillustratearelevantpoint.Ifyou’vebeenfollowingmeforawhile,youknowItelllotsofstories,orparables.

Forexample,whenItaughtmyExpertSecretscourse,Ineededawaytoshowpeople

thattheycanmakemoneywithanyoftheirtalentsorskills.SoIsharedthestory,orparable,aboutthefirstproductIcreated:aDVDabouthowtomakepotatoguns.Now,thereisalottothatstorythatIwon’tcoverhereinthisbook,butitillustratesthefactthatyoucancreateandmakemoneysellingyourexperienceorexpertiseinalmostanything.

IhaveotherparablesthatIusetoteachthecoreprinciplesthatIwantandneedmy

customerstounderstand.Thinkaboutotherteachersyou’vehadinthepast,thosewhohad

agreatimpactonyourlife.Myguessisthatiftheyhadalastingimpactonyou,it’sbecausetheytaughtyoubyusingamusingandmemorablestories.

AparableisastoryaboutsomethingthathappenedinyourAttractiveCharacter’slife.

Mostpeopleletlifepassthemby,andtheydon’tstoptotakenoteoftheinterestingthingsthathappentothem.Butyou’redifferent.Youhavetheabilitytousethethingsthathappenthroughoutyourlifetoteachandinspireothers—aswellassellproducts.

HereisanotherexampleofaparableIusealmosteverytimeIsellsomething.Mycollegewrestlingcoach’snamewasMarkSchultz.IhadjustmovedintothedormsandgonetomyfirstpracticewhereIhadanawesometimemeetingmyteammatesandthecoaches.Thatnight,therewasaknockonmydoor.WhenIopenedit,therestoodCoach

Schultz.Hehadbroughtmeavideotapeofhisownwrestlingfootage.Ithoughtthatwas

prettycool,butbeforeheleft,heaskedmeformywallet.WhenIgaveittohim,heopenedit,tookallofmymoneyout,andhandedmebackanemptywallet.Iwaskindof

confused,buttoonervoustosayanything.Hethentoldme,“Russell,ifIgaveyouthattapeforfree,you’dneverwatchit.Butbecauseyou’vepaidforitnow,youmadeaninvestment.NowIknowyou’regoingtowatchitandlearnfromit.”Andhewasright.

BecauseIhadmadethatinvestment,Ididwatchthetapeoverandoveragain,andIbecameabetterwrestlerbecauseofit.That’sthedayIlearnedthepowerofinvestment.

Now,IsharethatparablealmostanytimeI’mgoingtoasksomebodytomakeaninvestmentwithme.BecauseIknowthepotentialcustomerwantssuccess,butIknowtheycan’thaveitunlesstheymakethatinvestment.Doyouseehowsharingaparable,liketheoneaboutCoachShultz,isMOREpowerfulthanjust

tellingsomeoneheneedsto

makeapersonalinvestment?

Lookthroughyourlife,andIpromisethatyou’llstartfindingtheselittleparablesthatcanhelpillustrateimportantpoints.Youcanalsodrawparablesfromthelivesofothers.

Justknowthatwhenyoustopteachingfactsandstartteachingthroughparables,yourmessageswillstaywithanaudiencelonger.

3.AttractiveCharactersShareTheirCharacterFlaws.Thisnextelementisonethatmostpeoplereallystrugglewithsharing,butit’soneofthemostimportantonesto

sharebecauseitmakesyourelatableandreal.Youneedtounderstandthateverybelievable,three-dimensionalAttractiveCharacterhasflaws.Thinkaboutyourfavoritecharactersinmovies,books,orTVshows.Everycharacterthatyoubondwithemotionally

hasflaws,right?OneofmyfavoriteexamplesisSuperman.He’stheManofSteel.He’s

invincible.Nobodycankillhim.Asastoryline,it’snotveryexciting.ButwhenyouintroduceKryptoniteandhisconcernforthewelfareofhisfamily,suddenlyhehasvulnerabilitiesandflaws—hebecomesaninterestingcharacterthatpeoplecareabout.

Noonewantstohearabouttheperfectperson—becauseyoucan’trelate.Yetmostof

ustrytoputonaperfectfacadeforouraudiences,therebyalienatingtherealmenandwomenwearetryingtoreach.Conversely,assoonastheaudienceknowsyou’renotperfect,thatyouhavecharacterflaws,thentheywillstarttoempathizewithyou.They’lllikeyoumorebecauseyouarelikethem:notperfect.

4.AttractiveCharactersHarnessthePowerofPolarity.Anotherchallengepeople

facewhencommunicatingwithanaudienceistryingnottooffendanyone.So,insteadof

beingarelatableperson,speakersbecomeblandandstayneutralonmanytopics,onlysharingsafethingseveryonewilllove.

Here’stheproblem.Whilethatsoundslikethelogicalthingtodo—appeasing

everyone—theproblemisthatbeingneutralisboring.WhenanAttractiveCharactertries

towinthevotesofeveryone,theyendupreachingnoone.

Instead,AttractiveCharactersaretypicallyverypolarizing.Theysharetheiropinions

onhardmatters,andtheysticktotheirguns—nomatterhowmanypeopledisagreewith

them.Theydrawalineinthesand.Andwhentheytakeastandforwhattheybelievein,

theysplittheaudienceintothreecamps:thosewhoagreewiththem,thosewhoareneutral,andthosewhowilldisagreewiththem.Asyoustarttocreatethatpolarization,itwillchangeyour“fairweatherfans”intodiehardfanswhowillfollowwhatyousay,shareyourmessage,andbuyfromyouoverandoveragain.

OneofthebestexamplesofthisconceptisHowardStern.He’sverypolarizing.

Peopleeitherlovehimortheyhatehim.Yet,asyoucanseefromhisfollowingonSirius

radioandhisroleonAmerica’sGotTalent,peoplearelistening.Thinkaboutthepodcastsyoulistento.Thinkabouttheblogsandbooksyouread.DotheAttractiveCharactersyou

havebondedwithandfollowhaveapolarizingeffectonyou?Aretherepeopleyoustill

followandlistento—eventhoughyoucan’tstandthemortheirmessages?It’s

veryinterestingthatwewillspendasmuchtimelisteningto,talkingabout,andsharingthingsfrompeoplethatwedespiseaswedotreasuringthewisdomfromourfavoritepeople.Yet,

ifanyofthosecharactersweren’tsopolarizing,chancesareyouwouldn’tevenknowwho

theywere.

Beingpolarizingiskindofscarysometimes.Itisscaryknowingthatonceyoustart

sharingyouropinions,therewillprobablybeagroupofpeoplewhodisagreewithyouand

willvoicetheiropinionsonline.Ifyousearchformeonline,you’regoingtofindouttherearepeoplewholovemeandpeoplewhohateme.That’sjustthewayitis.Ifyou’reneutral,noonewillhateyou,butnoonewillknowwhoyouareeither.Assoonasyoustarttakingsidesonimportantissues,you’lldevelophaters,butyou’llalsodevelopa

groupofravingfans.Thoseravingfansarethepeoplewhowillbuyyourproductsandservices.

Ifnobody’stalkingaboutyou,thennobodyknowswhoyouare.It’stimetostepout

ofthatneutralspaceandstartsharingyouropinions.Bringthethingsyoucareaboutintotheopen.

IDENTITYOFANATTRACTIVECHARACTER

YourAttractiveCharacterwilltypicallytakeononeofthefollowingtypesofidentities.

Yougettopickwhichoneyouwanttobe,andoncewegooverthechoices,therightone

willprobablyjumpoutatyou.Whenyougetyouridentitytogether,it’sgoingtoshapehowyoucommunicateandinteractwithyouraudience.

TheLeader:Theidentityoftheleaderisusuallyassumedbypeoplewhosegoalistoleadtheiraudiencesfromoneplacetoanother.Mostleadershaveasimilarbackstoryto

thatoftheiraudiencesand,therefore,knowthehurdlesandpitfallstheaudiencememberswilllikelyfaceonthejourneytogetultimateresults.Usuallythedesiredresulthasalreadybeenachievedbytheleader,andhisaudiencehascomelookingforhelpalongthatsamepath.Iamsurethatthereareleadersyoufollowindifferentaspectsofyourlife,andthismaybetherolethatwillbethemostcomfortableforyouwhencommunicatingwith

youraudience.

TheAdventurerorCrusader:Theadventurerisusuallysomeonewhoisverycurious,buthedoesn’talwayshavealloftheanswers.Sohesetsoutonajourneytodiscovertheultimatetruth.Hebringsbacktreasuresfromhisjourneyandsharesthemwithhisaudience.Thisidentityisverysimilartotheleader,butinsteadofleadinghisaudienceonajourneytofindtheresult,heismorelikelytobringbacktheanswerstogivethem.

TheReporterorEvangelist:Thisidentityisoftenonethatpeopleusewhentheyhavenotyetblazedatrailtosharewithanaudience,buthaveadesireto.Sotheyputonthehatofthereporterorevangelistandgoouttodiscoverthetruth.Typically,peoplewhousethisidentityinterviewdozens,hundreds,oreventhousandsofpeopleandsharethose

interviews,andallthey’velearnedalongtheway,withtheiraudience.

ThisistheidentityIusedwhenIgotstarted.Ididn’tknowalotaboutmarketingonlinemyself,soIstartedinterviewingpeople.Ibecameareporter,justlikeLarryKingorOprah.BecauseIstartedinterviewingallthesecoolpeopleandsharingtheirstoriesandlessons,Istartedbuildinganaudienceofmyown.Peoplekeptseeingmewiththeseother

high-profilepeople,andovertime,Ibecameassociatedwiththem.MystatuswentupbecauseIwasconstantlyinthecompanyofhigh-statuspeople.TheknowledgeandcredibilityIgainedfrombeingareporternaturallyevolvedintomycoachingcareer.

Becomingareporterisagreatwaytostartabusinessinanicheyoudon’tknow

muchabout.

TheReluctantHero:Thisismypersonalidentitynow,andtypicallytheonethatI

trytosharewithmyaudiences.Thisisthehumbleherowhodoesn’treallywantthespotlightoranyfussmadeoverhisdiscoveries.Butheknowstheinformationorthesecretshehasaresoimportantthathemustovercomehisshynessandsharethemwiththe

world.There’samoraldutythatcompelshimtoshareallheknows.Manyofyoumayfeel

thiswaynaturally.Thespotlightisuncomfortable,butyouknowyouneedtobethere.If

that’syou,thereluctantheroistheperfectidentityforyou.Playthepart.

Leader,adventurer,reporter,orreluctanthero:Youprobablyidentifystronglywithoneofthesefourarchetypes.DeterminewhichtypeisagoodfitandbuildoutyourAttractiveCharacterusingthetraitsforthatidentity.Ifyou’reanadventurer,tellstoriesofadventure.Ifyou’realeader,tellstoriesaboutwhereyou’vebeenandwhereyouaregoing.Ifyou’vechosentherightidentityforyou,itshouldbefairlyeasytotakeonthatrole.Ifyou’restrugglingtocreateyourAC,perhapsyoushouldtakeanotherlookatyouridentity.

ATTRACTIVECHARACTERSTORYLINES

Storiesareagreatwaytocommunicatewithyouraudience.Andtherearesixbasicstorylinesthatbusinessesuseoverandoveragaininemails,salesletters,landingpages,andothercommunications.Weusethembecausetheywork.Eachoneiscraftedforaspecificpurpose.Onceyoulearnhowtoutilizethesestorylines,youwillseeforyourselfhowpowerfultheyareandwanttousethemoverandoverindifferentways.Let’sgoover

thebasicplotstructureofeachone.

LossandRedemption:“Ihadeverything.Iwasontopoftheworld.Lifewasgreat.

Then___________happened.Ihadtofiguremywayoutof________________.ButitturnedouttobeablessingindisguisebecauseIwentthrough__________,andIlearned/received___________.NowI___________.”

Lossandredemptionstoriesareverypowerfulbecausetheyshowtheupsideofgoing

throughhardshipormeetingchallenges.Ifyouhaveyourownlossandredemptionstory,

great!Ifnot,youcanalwaysborrowonefromoneofyourfollowersorevenfromthemainstreammediaoramovieyoulike.

Usvs.Them:Youwanttouseusvs.themstoriestopolarizeyouraudience.

Rememberthepowerofpolarity?Usingthesetypesofstorieswilldrawyourravingfans

evencloserandgivethemarallyingcryagainsttheoutsiders.Ioftencalloutthe“talkersvs.thedo-ers”onmylist.Iwantpeopletomakeachoiceaboutwhotheyare,becauseif

they’rewithme,thentheywillbedo-ers,continuingtoascendwithme.

BeforeandAfter:“FirstIwas______________.NowI’m___________.”

Thesearestoriesoftransformation,andtheyworkgreatinanymarket.Forexample,

intheweight-lossmarket,youmightsay,“FirstIwasfat.ThenItriedProgramX.Now

I’mskinny.”Or,trythiswiththedatingmarket:“FirstIwaslonelyandunattractive.ThenIgotProgramY.Now,I’vegotchicksalloverme.”Hereisatransformationforthemaking-moneymarket:“FirstIwasdirtpoor,livinginaboxunderabridge.ThenItried

ProductZ.Now,IhaveamansioninBeverlyHills.”

Thesestoriesareprettyself-explanatoryandsimpletowrite.Infact,youcanoftentellthewholestorywithjustpictures.Butdon’tletthesimplicityfoolyou.Thesestoriesarepowerfulmotivators,andyoushouldusethemoften.

AmazingDiscovery:“Ohmygosh,youguys…waittilyouhearaboutthisamazing

newthingIjustdiscovered!You’renotgoingtobelieveit,butIhititoutoftheparkonmyfirsttry!Iwasn’tsureitwouldwork,butit’samazing.You’vegottotryit!”Thesestoriesarehugeforsellingwebinarsandteleseminarsbecausetheyhelppeoplebelievethattheanswertheyhavebeensearchingforisfinallyavailabletothem.

SecretTelling:“I’vegotasecret…ifyouwanttofindoutwhatitis,youneedtodo___________.”Thisismyfavoritetypeofstoryline.Mywholecompany,DotComSecrets,

isbuiltaround“secret”storylines.ThelureofsecretsdrawsthereaderintoyourfunnelandupyourValueLadder.

Third-PersonTestimonial:Sharingotherpeople’ssuccesseswithyourproductsand

programsprovidespowerfulsocialproof.Getasmanythird-persontestimonialsfromyour

customers,clients,andstudentsasyoucan.Thensprinklethemliberallythroughoutyour

stories.Orusethemasstand-alonestoriesandcasestudies.

Let’sReview:It’stimetogetstartedcreatingyourAttractiveCharacter.WhenIsay

“create,”Idon’tmean“makeitup.”Imeantozeroinonastoryandpersonalityyouor

oneofyourclientshas.It’sreal.Startassemblingyouridentity,yourstories,yourflaws,andyourlineinthesand.Mostentrepreneursneverthinkaboutthisvitalcommunication

tool.Andeveniftheydo,theydon’tputinthetimeandefforttodoagoodjobcreatingabelievablepersona.LikeIsaidbefore,creatingyourAttractiveCharactercanmeanthedifferencebetweenmakingonethousanddollarsamonthandonehundredthousand.

UpNext:NowthatyouunderstandthestrategybehindtheAttractiveCharacter,let’sshiftthefocusbacktohowwecanusethistooltocommunicatewithyouraudienceand

helpthemtoascendyourValueLaddernaturally.

SECRET#7:

THESOAPOPERASEQUENCE

Whensomebodyjoinsyourlistforthefirsttime,it’sessentialthatyouquicklybuildabondbetweenthemandtheAttractiveCharacter.Thewayyouintroduceyourcharactercanmeanthedifferencebetweenasubscriberopeningyouremailsconsistentlyorhitting

thedeletekey.ForyearsItrieddozensofwaystobuildaquickrelationshipwithpeopleaftertheyjoinedmylist,butIalwaysstruggleduntilIlearnedaconceptcalledtheSoapOperaSequencefromoneofmyfriends,AndreChaperon.

Ifyou’veneverwatchedasoapoperabefore,thestoriesrelyonopen-ended,high-dramaepisodesthathooktheviewersinandkeepthemcomingbackevery

singledayto

findoutwhathappensnext.Theprogramsarecontinuousnarrativesthatneverconclude.

Thecharactersarealwayseithergettingintotroubleorgettingoutoftrouble,fallinginloveorbreakingup,headingtojailorescaping,dyingormagicallyre-appearing.Ifyou

relatetothecharacters,youcan’thelpbutgetsuckedintothedramaandwanttoknowwhat’scomingnext.

We’regoingtousethesamestorystructureandelementstocreateyouropeningemail

sequence.ThegoalistocreateaninstantbondbetweenyourAttractiveCharacterandthe

personreadingtheemail.Ifyourfirstemailisboring,you’redone.Theyprobablywon’t

openthenextone.Butifyougivethemsomethinginterestingandhookthemwithanopen

storylineinthefirstemail,thentheywilllookforwardtothenextone,andthenext,andthenext.

InyourSoapOperaSequence,you’regoingtointroduceyourAttractiveCharacterandbuildupanopen-endeddramaticstorythatdrawsthereaderin.Thereareafewdifferentwaysyoucandothis.Forexample,I’veseensequencesthatAndrehasbuiltout

thathavefortyorfiftyemails!I’veneverhadthetimeorpatiencetobeabletodothat,soinsteadIbuiltoutasimple,five-daySoapOperaSequencethatIsendoutwhensomeone

joinsmylist.Thekeytomakingthissequencework(justlikeasoapopera)isyouhavetoopenandcloseloopsthatwilldragyourreaderfromoneemailtothenext.

Forexample,ImaytellreadersinthefirstemailthatIdiscoveredthesecrettogettingridoftheirnervepainforeverwithoutexpensivepainmedicationsorsideeffects…but

insteadoftellingthemallthedetails,ImerelyopenthatloopandtellthemI’llgivethemthesecrettomorrow.Then,inthesecondemail,Iwillgivethemthesecret,butthenIopenanewloopthatpullsthemintoemailnumberthree.

I’msureyou’veseendirectorsdothisonsoapoperasorrealityshows.Thetacticpullsyoufromcommercialbreaktocommercialbreak,fromepisodetoepisode.Youseeit

everydayonTV;nowit’syourturntobecomeamasteratitwithemail.

Letmewalkyouthroughthefive-emailSoapOperaSequencethatreadersgetwhen

theyjoinmylists.It’ssimple,anditworkstobuildarelationshipwiththeAttractiveCharacterfast.Inthisexample,someonejustjoinedmylistbyfillingoutaformonasqueezepagerequestingmoreinformationaboutbecomingan“Expert,”andtheproduct

I’mgoingtobesellingtheminthisseriesiscalled“ExpertSecrets.”

Email#1:SettheStage.Thisisthefirstemail,athankyounote,thatpeoplereceivetheminutetheysignupforyourlist.Itsetsthestagefortheemailstocomeandletspeopleknowwhattoexpect.Areyougoingtoemailthemonceaday,twiceaday,oronce

aweek?Forthisfirstsequence,Irecommendonceadayforthebestresults.

Here’sanExample:

Subject:[DCS]Ch.1of5

Body:Hey,thisisRussell,andIwantto“officially”welcomeyoutomyworld.

Abouttenyearsago,IstartedmyfirstonlinebusinesswhileIwasincollege

(sellingpotatogunDVDs),andthislittlehobbybecamemyobsession.

Istartedsellingallsortsofthingsonlineandhavebecomeastudentof

marketing.

MyotherbusinessesarewhereItestandtrystuffout…

DotComSecretsiswhereIsharewhatI’velearned.

MygoalisalwaystogiveawaybetterstuffforFREEthanwhatotherpeople

chargefor.

Infact,tomorrowI’mgonnadojustthat.Yes,I’mgoingtoletyougothrough

oneofmyBESTproductsforfree—andthenONLYpaymeifyouthinkit’s

worthit…BUTonlyifyouopentheemailwhenitcomes…

Yes,youheardmeright…

Iwantourrelationshiptostartoutgreat…

So,I’mgoingtoWOWyouwithSOmuchvaluethatyou’llfeelobligatedto

buystufffrommeinthefuture(justkidding…kinda).

Soundgood?

Cool,thenlookforthatemailtomorrow.

Thanks,

Russell“YourNewMarketingBuddy”Brunson

P.S.Thesubjectlineis“[DCS]Ch.2of5:Thedaymyeducationfailedme”—

solookforit!

Email#2:OpenwithHighDrama.Okay,ifyoudidagoodjobopeningaloopinemailnumberone,thenthereaderwillbeanxiouslywaitingforyournextemailtocome

in.Forme,thisiswherethestory“selling”processbegins.IlearnedfromDaeganSmith

thatyouALWAYSstartanygoodstoryatthepointofhighdrama.Mostpeoplemistakenlystarttheirstoriesatthebeginning,butusuallystoriesdon’tgetgooduntilthemiddle,soit’sbettertostartatthegoodpart,andthenyoucangobackandfillinthebackstoryafterreadersarehooked.

Backstory.Onceyouhavetheirattentionwithemotionaldrama,you’regoingtogo

backandtellthemthebackstory.Tellthemtheeventsthatleduptothehigh-dramamoment.Howintheworlddidyougetyourselfintosuchapredicament?Typically,your

backstoryisgoingtotakeyoubacktoasimilarspotthereadersmaybeinnow.Ifyou’rehelpingthemtoloseweight,youtakethembacktowhenyouwereoverweight.Ifyou’re

teachingthemfinances,takethembacktoatimebeforeyouweresuccessful.Youwantto

bringthemonapersonaljourneywithyou.

Thisbackstorywillleaduptoaspotwhereyougotstuckandhitawall.Usuallythis

iswherethereadersareintheirlivesrightnow.Theyarestuck,andthatiswhytheyareopentoyouranswers.Youexplaintothemhowyouhitthatwallandthenfoundtheanswer.Butdon’tgivethemtheansweryet.Justopentheloop,andpromisetocloseitinemailnumberthree.

Here’sanExample:

Subject:[DCS]Ch.2of5:Thedaymyeducationfailedme.

Body:“HowdidIgethere?”

Isatinthemiddleofafullauditorium,feelingalittleconfusedthataftereverything,itwouldallendhere…likethis.

Ihadbeenblindlyfollowingthestatusquoforfifteenyears,movingtowards

onegoal,onlytofindoutthewholethingwasalie…

Ilookedtomyleft…andIlookedtomyright…andIsawhundredsofothers

inthesamesituationasme.OnlyTHEYhadsmilesontheirfaces.

Didn’ttheyknowwhatwasabouttohappentous?

ItwasSaturday,May14th,2005.

ItwasthedayIwasfinallygraduatingfromcollege,thedaymyparentshad

toldmeaboutforyears.

“Youneedtogetacollegeeducationsoyoucangetagoodjob.”

Sure,tonighttherewouldbealotofcelebrating…

Butwhataboutthenextmorning?

That’swhenweallhadachancetomeetthe“RealWorld.”

Andaswequicklyfoundout,it’snotveryniceorforgiving.

Formostofthepeoplewhograduatedwithme,IFtheywereabletofindjobs,

theyweregoingintoentry-leveljobsmakingthirtytofortythousanddollarsa

year…

Barelyenoughtocoverthemonthlypaymentsfortheirstudentloans.

Loanswhich,bytheway,arenon-dismissible…EVENifyoudeclare

bankruptcy.

Thechainsofdebtandajobmarketthatcan’tpayenoughtocoverthecosts

ofoureducationiswhatweeachinheritedwhenwesteppedintothe“Real

World.”

So,whenIlookedaroundandsawthemallsmilingongraduationday,atfirst

Iwasconfused…

Notforme,butforthem…

Becauseforme,Iknewwhatmynextstepwas.Justtwoyearsearlier,Ihad

stumbledonacoolwaytotakethethingsIwasgoodatinmylifeandturn

thosethingsintoabusiness.

Thiswasabusinessthathadmademetwohundredandfiftythousand

dollarsmysenioryearincollegeandwouldgoontomakemeovera

MILLIONdollarswithinjustoneyearofgraduation.

WouldyouliketoknowwhatIfoundout?AreyouinterestedinhowIwasabletogetmyideaupandrunningwithliterallynomoney,whileIwasgoing

toschool,wrestling,andspendingtimewithmynewwife?

Ifso,thenlookformyemailtomorrow.I’mgonnashowyoutheepiphanyI

had,butmoreimportantly,I’mgoingtoexplainhowyoucanuseittoget

similarresultsinyourlife!

So,lookfortomorrow’semail.Thesubjectlineis[DCS]Ch.3of5:Expert

Secrets.

Thanks,

Russell“WishIHadMyTuitionBack”Brunson

P.S.Ialmostforgot.ItoldyouyesterdaythatIwasgoingtoGIVEyoumybest

productforfree…

Youcangetithere(butpleasedon’tshareitwithanyoneelse)—thisisformy

faithfulsubscribersonly:

www.ExpertSecrets.com/freeaccess<=mybestproductThiscoursehasmademoreofmystudentsindependentlywealthythan

anythingwe’veeverdoneinthepast.Sogosignupforthetrainingnowand

let’sseewhereitcouldtakeyou!

Talktoyoutomorrow!

Email#3:Epiphany.Nowit’stimetostartbringinginthedawn.Youhaveanepiphany.Yourealizesomethingyouhadn’tthoughtofbefore.Maybeit’ssomethingthat

wasrightinfrontofyouthewholetime.It’sthemomentthateverythingturnedaroundforyou.Bynowthereaderissohookedin,theywanttoknow(andhopefullybuy)yoursolution.Mostofthetime,yourepiphanyemailwillleadbacktoyourcoreoffer—

whateveryou’resellingthatsolvestheproblem.

•

MyepiphanywasIneededtobuildalist,andthat’swhenIlearned

about_________________.

•

Ihadtogetasupportsystemtohelpmegetovermyaddiction;that’swhenI

found_________________.

•

Ihadtoaddresstheemotionalrootsofovereating,andthat’swhenI

discovered_________________.

Theepiphanytiesintothesolutionyou’reselling.Ifyou’resellingsomeoneelse’sproduct,it’senoughtosayyourepiphanyledtothediscoveryoftheproduct.

Here’sanExample:

Subject:[DCS]Ch.3of5:ExpertSecrets.

Body:Iwassittinginmycollegeclassroom.doingthemathandtryingto

figureouthowmuchmycollegeprofessorwasmakingperhour.

Iassumedhewasmakingaboutfiftythousanddollarsperyear.(Myestimate

mayhavebeenloworhigh;Ihavenoidea.)Ifhewasworkingforty-hour

weeks,thenhewasprobablymakingabouttwenty-fivedollarsanhour.

Ithenlookedata“howto”bookIhadboughtthenightbefore.Ihadpaidfifty

dollarsforthebook,andIthoughtitwasawesome.

Iknewthepersonwhowrotethebookhadsaidthathesells,onaverage,one

hundredcopiesofthatbookperday.Onehundredcopies!

Iwasdoingthemath,andatfiftydollarsperbook,hewasmakingaboutfive

thousanddollarsperday!Or$1,825,000peryear!

Butthecraziestpartistheguyonlyspentafewdayswritingthebook(itwas

90%picturesandjust10%text),andwhenhewasdone,heNEVERhadto

writeitagain.Thebookdidtheteachingforhim!Hewasabletocreateitonceandthengetpaidforitoverandoveragain!

That’swhenIrealizedIdidn’twanttosellmyknowledgebythehourlikemy

professorwasdoing…Iwantedtosellitlikethisauthor!

Andsothat’swhatIdid…

Andbymysenioryearincollege,Ihadmadeabouttwohundredandfifty

thousanddollars!

Andwithinayearofgraduation,Ihadmadeoveramillion!

AndIdidthisallbyfocusingonONEthing…

Sellingmyknowledgetherightway!

WouldyouliketoknowhowIdidthat?

Ifso,IjustpostedavideoonlinethatwillshowyouhowItooktwentydollars

andasimpleideaandturneditintoamillion-dollar-a-year“how-to”business.

Ipostedthevideohere:www.ExpertSecrets.com/freeaccess

Gocheckitout,andletmeknowwhatyouthink.

Thanks,

RussellBrunson

P.S.TomorrowIwanttoshowyouafewhiddenbenefitsthatbeingan

“expert”willgiveyou,benefitsyouprobablydon’tevenknowexist.Lookfor

thatemailtomorrow!

Email#4:HiddenBenefits.Inthisemail,youwanttopointoutbenefitsthereaderisgettingbyknowingyouandfollowingyourplanorbyusingyourproduct.Youwanttofocusonbenefitsthatprobablyaren’tasobvious.Thisgivesyouanotherreasontoemail

them,anditgivestheprospectanotherchancetobuildanevenstrongerbondwiththeAttractiveCharacter.Thisemailwillpointoutthehiddenbenefitsthey

maynothavethoughtaboutbefore.

Sure,you’regoingtomakemoremoney—butyoualsogetmorefreedomtotravel.

Sure,you’regoingtoloseweight—butyou’llalsolivelongenoughtoenjoyyourgrandchildren.

Sure,you’regoingtobeabletoworkfromhome—butdidyourealizeyou’llbeableto

takevacationswheneveryouwant?

Often,it’sthehiddenbenefitsthatreallygrabthereaderandmovethemtotakeaction.So,youwanttocomeupwithparables(stories)thatdemonstratethosehidden

benefits.Showthemhowyoucantaketimeoffwheneveryouwant,andexplainhowthatmakesyoufeel.Whenthereaderthinks,Man,Iwantthatformyself!That’swhentheyclickthelinkandbuyyourproducts.

Here’sanExample:

Subject:[DCS]Ch.4of5:TheHiddenBenefits.

Body:WhenIfirstbecamean“Expert”,IwasconcernedbecauseIdidn’t

haveanycredentials,degreesoranything…

IjustknewthatwhatIshowedpeopleworkedandIwantedtoshareit.

Butwhatcaughtmeoff-guardwashowhelpingpeoplegetwhattheywantin

lifeactuallychangedthequalityofmyownlife.

Sure,Istartedtomakealotofmoney,BUT…moreimportantly,eachperson

Ihelpedopenedupnewdoorsforme.Throughmy“Expert”business,I’ve

beenabletotravelaroundtheworldandmeetcoolpeoplelikeTonyRobbins

andRichardBranson…

ButtheREALhiddenbenefithasbeenthefulfillmentIgetwhenIsee

someoneelsechangehisorherlife.Andthatiswhatthisbusinessreallyis

aboutforme,I’mguessingifyou’rehere,thenit’sprobablythesamethingfor

youtoo—amIright?

Ifso,thenyouNEEDtosignupformyExpertSecretscourse.NormallyI

charge$3,000toattend,butIamgoingtodotwocoolthingsforyou:

I’mgivingyouaHUGE90%discount

You’reONLYgonnapayifyoulikeit!

Yes,that’sright—yougettocomesignup,attend,getallofmybestideas—

andthenIF(andonlyif)youloveit,willyoupay.

Andifyoudon’tlikeitforanyreason—thenyou’regettingitforfree.

Doesthatsoundmorethanfair?

Cool—thengogetyourticketforourupcomingevent(it’shappeningthis

Thursday)here:

www.ExpertSecrets.com/freeaccess

Thanks,

RussellBrunson

Email#5:UrgencyandCTA.ThisisusuallythelastemailinmySoapOperaSequence.It’sNOTthelastemailIsendpeople,it’sjusttheendofmyintroduction.Thegoalistogivethereaderonelastpushtogotakeactionrightnow.Youdothatbyaddingurgencyintotheequationandthenusingacalltoaction(CTA).Uptonow,you’vebeen

casuallyusingCTAs,butinthislastemail,youwanttolightalittlefireunderreaders.

Whatlegitimatereasonscanyoucomeupwiththatwouldmakethemneedtotakeaction

rightaway?

•

Yourwebinarstartstomorrow.

•

Youonlyhavetenseatsleftatyourevent.

•

Youonlyorderedonethousandbooks,andmostofthemaregone.

•

You’repullingthevideooffline.

Whateverthereason,itneedstobereal.Fakeurgencywillbackfireonyou,andyou’llloseallcredibility.Justthinkofareasonwhyyoumight“runout”ofwhateveryou’reselling.Ifit’sanevergreenproduct,thencreateaspecialsalethatendssoon.Orgivereadersacouponthatexpiresintwenty-fourhours.Becreative!There’salwayssome

waytocreaterealurgency.

Here’sanExample:

Subject:[DCS]Ch.5of5:LastCall.

Body:I’vebeentalkingaboutmy“ExpertSecrets”classthisweek,andhow

youcangetaticketforfree…

ButthatspecialofferisgoingawayTODAY…

Yes,ifyoureadthisemailtomorrow,thenIapologize,becauseitwillbetoo

late.Ifyoutakethisclasslater,you’llhavetopay

ATLEAST$300,butImightputitbacktoitsfullticketpriceof$3,000bythen

aswell(haven’tdecidedyet).

But—ifyouwanttotakemeuponmy“trybeforeyoubuy”offer,andgo

throughtheentire51/4hourtrainingBEFOREyouspendadime…

ThengogetyourticketASAPhere:www.ExpertSecrets.com/freeaccess

You’vebeenwarned-Idon’twantanyemailstomorrowsayingIdidn’twarn

you.

So,gogetyourticket,andI’llseeyouonthetraining.

Thanks,

RussellBrunson

THAT’SHOWTHESOAPOPERASEQUENCEWORKS:

Email#1pullsthereadertoEmail#2…

Email#2pullsthereadertoEmail#3…

Andsoon.

Theemailsthemselvesshouldbeeasytoreadandfasttoscan.So,useoneortwosentencesperline.Addinlotsofwhitespace.Donotuselongparagraphsthatslow

peopledown.Iliketowriteoutthebasicstructureelementsfirst.ThenIfillinthejuicydetailsandemotionalhooks.

Youprobablynoticedacoupleofotherthingsintheexampleemails.First,Iuseloads

ofpersonality.Thisisthereader’sintroductiontomyAttractiveCharacter;Iwantpeopletobondwithmeandbeentertained.Idon’ttrytohidewhoIam.Andalongthosesame

lines,youmayhavenoticedsomegrammaticalerrors.Whydidn’tIfixthem?Remember,

yourAttractiveCharacterneedsflawssopeoplecanrelate.Thatgoesforyouremails,too.

I’mnottellingyoutoputerrorsinonpurpose,butiftheyhappen,don’tfreakout.Andpleasedon’tletfearofmakingamistakekeepyoufromsendingouttheemailsatall.

IfyoufollowtheSoapOperaSequencestyle,you’regoingtobeamazedbyhowmuchmoresuccessfulyouare—earlyonandaslongasyoucontinuetosendemailstoyourlist.Tomakeiteasyforyoutogetthehangofthis,I’vecreatedaspecialSoapOperaEmailTemplateyoucandownloadanduseoverandoveragain.Byusingthistemplate,

you’llneverforgetanyofthemajorelements,andyou’llsaveatonoftimewhenwriting

emails.

Todownload:Gotowww.DotComSecretsBook.com/resources/soaptemplates

UpNext:So,you’vegotyourSoapOperaSequencesetup.Nowwhat?Howshould

yourAttractiveCharactercommunicatewithyourlistgoingforward?

I’mgladyouasked!You’regoingtousewhatIcallSeinfeldemails.That’sthenext

secret!

SECRET#8:

DAILYSEINFELDSEQUENCE

RUSSELL(anNBCexecutive):So,whathaveyoutwocomeupwith?

JERRY:Well,we’vethoughtaboutthisinavarietyofways.ButthebasicideaisIwillplaymyself.

GEORGE:(Interrupting)MayI?

JERRY:Goahead.

GEORGE:IthinkIcansumuptheshowforyouwithoneword:NOTHING.

RUSSELL:Nothing?

GEORGE:(Smiling)Nothing.

RUSSELL:(Unimpressed)Whatdoesthatmean?

GEORGE:Theshowisaboutnothing.JERRY:(ToGeorge)Well,it’snotaboutnothing.

GEORGE:(ToJerry)No,it’saboutnothing.

JERRY:Well,maybeinphilosophy.But,evennothingissomething.(JerryandGeorge

glareateachother.Thereceptionistenters.)

SUSAN:What’sthepremise?

JERRY:Well,asIwassaying,Iwouldplaymyself,andasacomedianlivinginNew

York,Ihaveafriend,aneighbor,andanex-girlfriend,whichisalltrue.

GEORGE:Yeah,butnothinghappensontheshow.Yousee,it’sjustlikelife.Youknow,youeat;yougoshopping;youread…Youeat;youread.Yougoshopping.

RUSSELL:Youread?Youreadontheshow?

JERRY:Well,Idon’tknowaboutthereading.Wedidn’tdiscussthereading.

RUSSELL:Allright,tellme.Tellmeaboutthestories.Whatkindofstories?

GEORGE:Oh,no.Nostories.

RUSSELL:Nostories?So,whatisit?

GEORGE:(Showinganexample)What’dyoudotoday?

RUSSELL:Igotupandcametowork.

GEORGE:There’sashow.That’sashow.

RUSSELL:(Confused)Howisthatashow?

JERRY:Well,uh,maybesomethinghappensonthewaytowork.

GEORGE:No,no,no.Nothinghappens.

JERRY:Well,somethinghappens.

RUSSELL:Well,whyamIwatchingit?

GEORGE:Becauseit’sonTV.

RUSSELL:(Threatening)Notyet.

GEORGE:Okay,uh,look,ifyouwanttojustkeepondoingthesameoldthing,then

maybethisideaisnotforyou.I,forone,amnotgoingtocompromisemyartisticintegrity.

AndI’lltellyousomethingelse.Thisistheshow,andwe’renotgoingtochangeit.(ToJerry)Right?

Yes,thatwasthedialogfromoneofmyall-timefavoriteTVshows,Seinfeld.ThiswastheepisodewhenGeorgeandJerryweretryingtopitchtheirideatoNBCaboutstartingashowaboutnothing.ItwasfunnybecausetheshowSeinfeldactuallywasashowaboutnothing.

WhenIfirststartedgrowingmylist,Ireallystruggledtosendemails.WhatdidIhave

tosaythatwasimportantenoughthatpeoplewouldwanttoopenandreadit?SoIstarted

focusingonwritinggreat,content-packedemailsthatoftentookdaystowrite.Ithought

thatwastheanswer.ButIlaterdiscoveredthataftersomeonehadgonethroughmySoap

OperaSequenceandbondedwiththeAttractiveCharacter,contentwasn’twhattheyrespondedto.Whatthereadersrespondedtowas…well,nothing.

Myemailsswitchedfrom100%contentto90%entertainmentandjust10%content,

andmyreadership,opens,clicks,andsalesallskyrocketedwiththechange.

YouwantyourAttractiveCharactertobefunandentertaining.That’showyou’regoingtowriteyourdailySeinfeldemails.That’sright;IrecommendsendingthemdailyafteryourinitialSoapOperaSequenceisfinished.

IknowaLOTofpeoplegetVERYnervousabouthowoftentheyemailtheirlists.I

usedtofeelthatway,too.Iusedtoemailonceamonth,andmyresponserateswerehorrible.SothenIstartedemailingtwiceamonth.Andguesswhat?Imorethandoubled

myincome.

ThenIdecidedtoemailonceaweek,thentwice,theneveryotherday,andwhatI’ve

foundnowisthatifIdon’temailmylisteveryday,Ilosemoneyeveryday.Istronglyrecommendemailingeveryday,andifyoudoitwiththe“Seinfeldstyle”I’mgoingtoshowyounow,readerswon’tgetannoyedbecausetheywillbesoentertained.

Thesecrettokeepingyoursubscribershappytohearfromyoueverydayisusingthe

Seinfeldformat.Beentertaining.Justtalkaboutyourday.

•

What’sgoingoninyourAttractiveCharacter’slife?

•

Whathappenedthat’sembarrassing?

•

Howareyougettingthroughtheholidayseason?

•

Whereareyouplanningyourvacationthisyear?

•

Whatdidyoubuyrecentlythatyouregret?

•

Whatdidyoubuyrecentlythatyoujustadore?

•

Whatmadeyouscreamwithrageyesterday,thatyou’relaughingabouttoday?

•

Whatcrazyanticsdidyourkidoryourdoggetintoyesterday?

•

Whatfunnythinghappenedinyourpastthatteachesalesson?

Theseareemailsaboutnothing.Justrandomepisodesandentertainingstories.

EXCEPT…theyhaveapurpose.Thegoalistoleadpeoplebacktowhateveryou’re

selling.Itmightbeyourcoreofferorsomeotherproductorservice.Itmightevenbesomeoneelse’sproduct.Everystoryneedstorelatebacktosomethingyou’reselling.

That’sthesecret.That’showyoumakemoney.

Ifyoujustsendoutentertainingemailsanddon’ttieinyourproductsorservices,you

won’tmakeadime.Notevenifyou’rethebeststorytellerintheworld.EVERYEMAIL

andeachstorymustbetiedbackintosometypeofofferforyouraudience.

LetmeshowyouanexampleofsomeSeinfeldemailsandhowItiethestorybackintotheproductI’mselling.Boththeseexamplesmadeoveronehundred

thousanddollars

eachwhentheyweresentouttomylist.Theyarebothgreatexamplesofemailsaboutnothing.

EXAMPLE#1

Subject:[TrueStory]HeFLUSHED$20milliondownthetoilettoday

Body:So,yesterdaywehadaguyapplyformyIgniteprogram

Isawhisappcomethrough,andIwasactuallyreallyexcited,becauseheis

inthegolfmarket.

Now,I’mnogolfer,butI’vegotalotoffriendsdoing$20million+inthegolf

marketonline.

IsawhisproductandKNEWitwasahomerun.

So,thecoachwhowasgoingtocallhimbackaskedmeformyopiniononhis

businessbeforeshecalledhim,andIsatdownfortenminutesandpulledup

thefollowing:

Histhreemajorcompetitors

EverysitecompetitorswereSUCCESSFULLYbuyingtrafficfrom

Thetopthreeconvertingadsforeachofhiscompetitors

ThesalesfunnelsthatWEREconvertingandthemainreasonhiswasNOT

IthenshowedherthetwomediabuyersIwoulduseifIwereinthegolf

market(bothcansendoveronethousandsalesaday,consistently).

Armedwiththisinformation,shecalledtheguyup…

Hewasalittlecocky(andrightfullyso—he’dsoldover100,000unitsofhis

productonTV).Yet,forsomereason,hecouldn’tfigureoutthispesky

Internetthing…

Shestartedsharingsomeofmyideaswithhim,andthenhestoppedher…

“Look,I’vereadtwentybooksonInternetmarketing…thereisn’tasinglethingRussellcouldteachmethatIdon’talreadyknow…”

Soshetriedtoexplain,“Look…youcouldreadamillionbooksonJiuJitsu,

butthat’snotgonnahelpyouinastreetfight…”

Ithoughtthatwasprettyfunny,butwhathappenednextwasjustsad.

Hesaid,“Well,Russelldoesn’tknowanythingaboutgolf…”andthenhehung

up.

Now,whilehewasrightaboutmenotknowinganythingaboutgolf…

IknowEVERYTHINGaboutSELLINGgolfstuffonline.

I’vebeendoingthisforOVERtenyearsnow.I’vepersonallytrainedover

2,500companiesinmyofficehereinBoise.

I’veworkedwithaLOTofgolfguys…(andonegolfgal).

I’veworkedwithpeopleinjustabouteverymarketIcanthinkof(exceptbowling…I’veneverhadsomeoneteachingbowlingcometome,which

makesmesad,becausebowlingIsmythirdfavoritesportafterwrestlingand

JuJitsu).

Anyways…

ForabouteverythingelseIcanthinkof,I’vemappedoutafunnel,shownthe

clientwhattheyweredoingwrong,Introducedthemtomymediabuyers,

advisedthemonwhichsitestobuyadsfrom,andinstructedthemonwhat

theyshouldbespendingtoacquireacustomerinTHEIRspecificmarket.

IthenusuallyintroducetheclienttothegurusIknowinthoseareas.AfterspeakingonDanKennedy’sstageforsixyears,Ihavemetmostofthe

“gurus”inmostindustries,andmypositionmakesiteasytofindconnections

forothers.

ThosearethethingsyouCAN’Tlearninabook…

ThosearethethingswebringtothetableforourIgnitepeople.

Mygoalforthatgroupisnottoteachthemmorestuff…it’stomakethemmoremoney.

Anyway,ifyou’vegotagolfproduct,letmeknow,becauseI’vegotakillertwenty-million-dollar-a-yearblueprintthatthisdudejustflusheddownthe

toiletbecauseofhisarrogance…orIgnorance.Eitherway,helostout.

Youcanjustpluginandrunwithit…

Orifyousell,well,almostanythingelse,I’dlovetohelpwiththat,too.

OurnextInnerCirclemeetingishereinBoiseinMay.Ifyou’dliketocome,

you’vegottoactfast.

Youcanapplyhere:

http://lgnite.DotComSecrets.com

Oh,andweonlyacceptcoolpeople.Ifyouliketoflushmoneydownthetoilet

…PLEASEdon’tapply.

Thanks,

RussellBrunson

EXAMPLE#2

Subject:JiuJitsuislikewrestlingforold,fatguys(andothermarketingstuff)

Body:So,tomorrowI’mfightinginaJiuJitsutournament.

Forthoseofyouonmylistwhodon’tknowwhatJiuJitsuis,it’skindalikewrestlingforold,fatguys(whichisGREATformebecause,whileIstilllook

likeI’mthirteen,Iamactuallygettingalotolder—34yrsoldnow—andfatter

—30lbs.heavierthanwhenIwaswrestling).

Anyway,Ihaveweigh-insinafewhours,andasofrightnow,I’mstillseven

poundsoverweight…

GoodthingI’mawrestlerandhavesomeawesomeweight-cuttingskillz.In

fact,Ijustfoundmyoldweight-cuttingclothesthismorning.Checkthemout:

Yes,theyarealittletight,butmythree-year-oldtoldmeIlooklikeaninja,so

theycan’tbethatbad…right?

Anyway,inaboutanhour,I’mgonnagotothewrestlingroom,andwithin

thirtytofortyminutes,I’llloseall7lbs.Thentomorrow,Igettostepontoamatwithabunchofyounger,fasterguyswhose

ONLYgoalinlifeistochokemeout…(ortobreakmyarm,whichevercomes

first).

I’mSOSOSOSOSOSOexcited!

So,whydoItellyouthis?

Becausethisweek,wedidwelloversixfiguresinsales.

Notthismonth…thisWEEK.

AndwediditWITHOUTanyproductlaunches…

WITHOUTanyaffiliates…

Andwhilethatisaprettynormalweekforus,thisweekwasspecialbecause

wealsodidit…

WITHOUTmeactuallybeingintheoffice…

Yup…

Youguessedit…Ispentmostofthisweekinthewrestlingroom,getting

readyforthetournamentthisweekend.

Yet,westilldidsixfiguresinsaleswhileIwasgone.

WouldyouliketolearnhowIdidit?

Wouldyouliketoseehowyoubuildabusinessthatcanrunjustaswellwhenyou’regoneaswhenyou’rethere?

Areyoureadytotakeyourcompanytothenextlevel?

Ifso,I’vegotgoodnewsforyou…

AslongasIdon’tendupinthehospitalaftermymatchthisweekend,I’m

gonnabecomingintotheofficenextweek.

Thatgivesmetimetoworkpersonallywithtwomorepeopletohelpbuildout

theirfunnels…(theSAMEtypeoffunnelweusetopullinsixfiguresaweek

likeclockwork).

Ifyou’rereadytotakeyourgametothenextlevelandcreateabusinessthat

cantrulygiveyoutimeandfreedomtodootherthingsyoulove,thenlet’sget

onthephoneandfigureouthowwecanworktogether.

Soundgood?Ifso,thenyoucanapplyhere:http://lgnite.DotComSecrets.com

Oh,andifyou’relookingfora“getrichquick”scheme,thisIsn’tit.

Ifyou’relookingfora“workhardandbuildanawesomecompany”

scheme,thenI’myourman!

Okay,I’mofftocutweight…

Wishmeluckthisweekend!

Thanks,

RussellBrunson

P.S.Ialreadyknowthatit’snothealthytocutsevenpoundsinunderan

hour…sonoemailingmetellingmeit’snothealthy.

I’mprettysurethatsteppingontoamatwithsomeone30lbs.heavierisalot

lesshealthythanmelosing7lbs.ofwaterinanhour.Haha…

DoYouSeeHowSeinfeldEmailsWork?Doyouseehowthestoryeventually

ties

intoaproduct?

That’showyourAttractiveCharacterisgoingtocommunicatewithyourlistinevery

emailyousendafteryourSoapOperaSequence.It’sfun.Andonceyougetthehangofit,

thewritinggoesprettyfast.Youcanevendictatetheemail,recorditonyourphone,andthensendittoyourassistanttobetranscribed.

OnethingIshouldnotehere.Thesearebroadcastemails,notauto-responders.

SoapOperaSequenceemailsaresetuptobeanauto-respondersequence.Thatmeans

aftersomeonesignsup,theygetemailoneonthefirstday,thenemailtwoonthenext,etc.

Seinfeldemailsaredifferent.AftersomeonehascompletedyourSOAPseries,theyshouldbemovedtoabroadcastlistwheretheywillonlygettheSeinfeldemailthatyou

sendoutthatday.Seinfeldemailsaretypicallynotlinedupinasequencethateveryone

hastogothrough.Thatdoesn’tmeanyoucan’twritethemaheadoftimeandschedulethebroadcastsinyouremailprovider,buttypicallytheyaretiedtorelevantthingshappeninginthelifeoftheAttractiveCharacterastheyarehappening.

Lastly,theseemailsdodoubledutywhenyouputthemonyourblog.Peopleoftenask

mewhattheyshouldwriteaboutontheirblogs,andIalwaystellthemsimplytocopyand

pastetheirdailySeinfeldemail.It’squick,easy,andconsistentblogcontentthat

leadspeopletoasale.

Let’sReview:YourSoapOpera(auto-responder)SequenceisyourAttractiveCharacter’sintroductiontoyournewsubscriber.IfyoufollowtheoutlineIprovided,you’llnoticeanincreaseinyoursalessimplybecausepeoplecanrelatetoyourbackstoryandepiphanyaftertheyreadaboutit.

Seinfeldemailscontinuetheconversationonadailybasis.Thegoalistobefunand

entertainingwhileyousellstuff.

Youcangetstartedwiththisrightnow.GodownloadyourSoapOperaSequencetemplate,andwriteyourfirstfiveemails.

ThenstartwritingyourSeinfeldemailsandloadingthemintoyouremailprovider.If

yougetstuckforideas,myteamhascompiledalistofwritingpromptsforyou.Download

thematwww.DotComSecretsBook.com/resources/seinfeld.

UpNext:Nowthatyouhaveseenhowwecommunicatewiththetrafficthatweare

bringingintoourfunnels,it’stimetoshiftfocusbacktobuildingyoursalesfunnel.

Section3iscalledFunnelologyandwilldiscussthestrategiesbehindbuildingyoursuccessfulsalesfunnels.

SECTIONTHREE:

FUNNELOLOGYLEADINGYOURCUSTOMERSTO

THESALE(OVERANDOVERAGAIN)

SECRET#9:

REVERSEENGINEERINGASUCCESSFUL

FUNNEL

BeforeIstarttobuildoutanynewsalesfunnel,thefirstthingIwanttodoisfindotherpeoplewhoalreadyhaveasuccessfulfunnelandaresellingtomytargetmarket.IfIcan’tfindotherbusinesses,thenIwon’tcontinuetomoveforward.ButifIcanfindotherswhoarealreadysuccessfullysellingtothechosenmarket,thenIcanreverseengineerwhatthey’redoingandfigureoutwheretheyaregettingtheirtraffic.

TheInternetisfullofgurusteachinghundredsofdifferentwaystogeneratetraffic,anditseemslikeanewtacticortrickpopsupeveryday.Forme,Ifocusononerealstrategy.Iprefertofindoutwherethetrafficalreadyexistsandthenjustplunkmyselfdowninfrontofitandsenditonalittledetourtomysite.Whyworkhardtogeneratetrafficwhenit’salreadyouttherewaitingforyou?Thischapterisgoingtoshowyouhowtoreverseengineeryourcompetitors’salesfunnels.Youwilllearnhowtounderstandwhattheyaredoing,wheretheirtrafficiscomingfrom,andhowtotransformtheirtrafficintoyourtraffic.

FIVEVARIABLESOFSUCCESSFULCAMPAIGNS

Thefirststeptoreverseengineeringexistingtrafficstreamsisunderstandingthefiveelementsthatgointoanysuccessfulonlineadcampaign.Ineverstart

creatingafunnel

unlessIknowatleastfourofthesefivethings.Ineverwanttwounknowns.Also,asI’manalyzingmyownfunnels—ifsomethingisn’tworking—itusuallycomesdowntooneof

thesefivethings:

1.

Demographics

2.

Offer

3.

Landingpage

4.

Trafficsource

5.

Adcopy

Let’slookateachvariableindividuallysoyoucangetaclearerpictureofwhatI’m

talkingabout.

1.Demographics.Thedemographicsareallthecharacteristicsofthepeopleyou’retargeting.Thedemographicsdefinewhobelongsinthetargetgroupandwhodoesn’t.

We’retalkingaboutdistinguishingfactors,likeage,sex,education,geographicallocation,incomelevel,race,language,andpoliticalaffiliations—anyandallcharacteristicsyoucanthinkofthatdefinethosepeopleyouwanttoreachwithyourmessage.Forexample,our

supplementcompanyhasanolderdemographicofmenandwomen.Ourcoaching

company’smaindemographicisentrepreneursmakingbetweenoneandthreemilliondollarsayear.

IfIputtherightofferinfrontofthewrongdemographic,it’sgoingtobomb.IfIputawrestlingsupplementofferinfrontofolderpeoplewithdiabetes,they’renotgoingtobuy.

So,weneedtomakesurewegetourdemographicsright.Onceyouknowthe

demographicsofthepeopleyourcompetitorsaregoingafter,it’sverysimpletoknowwhatyoursshouldbe.

WhenIfirststartedworkingwithourpainsupplement,Ihadnoideawhototargetor

wheretofindthetraffic.SomyteamandIwentthroughthisprocessofreverseengineeringsomesupplementssimilartoours,andwefoundoutveryquicklywhereour

competitorswereplacingtheirads.Wefoundthatsomeoftheiradswereondiabeticwebsites(asegmentwedidn’tknowwouldbenefitfromoursupplement).Wefoundads

runningsuccessfullyonsurvivalwebsites,naturalhealthwebsites,andmore.Bydigging

deeperandresearchingourcompetitors,awholenewworldofopportunityopenedforus.

Afterwefoundsomeofthesenewdemographics,overthecourseoftwomonths,wewere

easilyabletoscaleaproductthatwasmakingtwentythousanddollarsamonthtomaking

overfivehundredthousandamonthnow.Prettycool,huh?

Whenyouknowyourdemographics,youknowwhoyourtargetmarketisandwhere

theyarelikelytobehangingoutonline.Youknowwhatsitesthey’reonandwherethey

gettogethertotalktoeachother.Onceyouhavethatinformation,itbecomesveryeasytoscaleyourofferandbuildyourbusinessquickly.

2.Offer.Theoffercomesdowntowhatyouaresellingandatwhatpricepointyouaresellingit,includingyourupsellsanddownsells.WhenIwanttofindoutwhatmysuccessfulcompetitorsareoffering,Ibuytheirproducts.Remember,thefirstofferyousee

probablyisn’ttheprimaryoffer.It’smorelikelytobewhatgetspeopleinthedoor,whiletherealmoneymakersaredownthelinesomewhere.Thefirstofferisjustthetipoftheiceberg,andIneedtoseetheirENTIREicebergduringthisresearchphase.

WhenI’mresearchingcompetitors,Igoinandpurchaseeverythingtheyofferme.I

willeasilyspendhundredsofdollarstostudytheiroffersandtheirfunnels.AndIkeepcarefulnotes.Thisiscriticalcompetitiveresearch.Iwanttoknowexactlywhatthey’reselling,howthey’resellingit,andatwhatpointthey’reofferingeachproductintheirfunnel.What’sthecopyonthesalesvideos?WhatemailsamIgetting?Howmany?Are

theysellingineveryemailorofferingcontentinsome?ThemoreIknow,thebetterchanceofsuccessIwillhave.

3.LandingPage.Thisisthepageapersonlandsonrightaftertheyclickonanad,andIbelieveit’sthemostimportantpageinyourentiresalesfunnel.Whatdoesthatpagelooklikeforyoursuccessfulcompetitors?Isitanopt-inpage?Isitasalespage?What’sworkingforpeoplerightnow?I’mnotgoingtomakeupmyownlandingpageandhopeit

works.I’mgoingtoreverseengineerwhat’salreadyworkingandmodelthatformyownpage.I’mgoingtomakesomethingverysimilartowhat’salreadysuccessful.

Italwayscomesbacktomodelingwhat’salreadyworking.Itamazesmehowso

manypeopleputuprandomsitestheythinklookgood,withoutfirstinvestigatingsuccessfulsitesintheirniche.Thentheywonderwhythey’renotmakinganymoney.It’s

becausethey’renotfollowingaprovenmodel.

IrememberwhenIfirstheardTonyRobbinsspeak,andheemphasizedthatifyouwanttobesuccessfulinanypartofyourlife,youneededtofindsomeoneelsewhoisalreadydoingwhatyouwanttodoandmodelyoureffortsaftertheirs.Nowhereisthatideatruerthanwhenyou’rebuildinganewsalesfunnel.Youneedtomodelwhatisworking.DoNOTtrytore-inventthewheel.That’sthesecret.That’showyoutakeadecadeofhardworkandcompressitdownintoaday’sworthoftimeandeffort.Findwhatsomeoneelsehasalreadydoneandmodelit.Startthere,andthenyoucantweakyourfunnel,testit,andtrytoimproveonthatmodelafteryou’realreadymakingmoney.

4.TrafficSource.Whereisyourcompetitor’strafficcomingfrom?Whatarethespecificwebsitesthatcompetitorbuysadson?Isthetrafficcomingfrombanneradsorsocialmediaoremail?Doesheusemainlyvideoortext?

Donotthinkthatyouneedto“create”traffic.Thetrafficisalreadyoutthere.Allyou

havetodoisfindit,tapintoit,andredirectitbacktoyouroffer.Injustaminute,I’mgoingtoshowyousomecooltoolsandtechniquesyoucanusetofindoutexactlywherea

competitor’strafficiscomingfromsoit’seasytofunnelthosepeopletoyouroffers.

5.AdCopy.Thisisthelastelementofasuccessfulcampaign.Whatdosuccessfuladslooklike?Whatmakespeopleclickonthead?What’senticingthemtoevenlookat

thecompetitor’sadinthefirstplace?Whatpicturesarecompetitorsusing?Whatdoestheheadlinesay?Whatdoesthebodycopylooklike?Arethecompetitorsusingvideo?All

thesethingsinfluencewhetherapersonclicksonanadornot.Remember,trafficismade

upofrealpeople.Peoplecanbepersuadedtoclick,butitcantakemonthsoryearsoftrial

anderrortodiscoverhowtomakethathappen.Don’twastetimetryingtofigureitoutbyblindlytweakingandadjustingyourownadvertisingmethods.Findwhat’salreadyworking,andmodelit.Thenonceyou’vegotapredictable,steadyincome,youcanrunsplittestsandtrytoimproveontheadyourself.

Thewholereverseengineeringprocessdependsuponfindingoutaboutallfiveoftheseelementsinregardstoyourcompetitors.Unfortunately,you’renotalwaysgoingto

beabletodothat.I’vegottenreallygoodatthereverseengineeringprocess,buttherearestilltimeswhenIcan’tfindallthebannerads,orI’mnotsureaboutallthedemographics.

Oneunknownisnotgood,butyoucanusuallytrytoguessandgetcloseenough.Ifthere

aretwounknowns,I’mprobablynotgoingintothatmarket.IwantasmuchdataaspossiblebeforeIstartbuildingoutmyoffers,landingpages,andads.Nevermoveforwardwithtwounknowns.Keepdigging,keepresearchinguntilyoufindanichewhereyoucan

findallthedatayouneedtomoveaheadandbeprofitable.

HOWTOREVERSEENGINEERASUCCESSFULCAMPAIGN

Nowthatyouknowwhattolookforinyourcompetitors’campaigns,I’mgoingtoshow

youhowtodigupallthisawesomeinformation.

Step#1:WhereAreYourCompetitors(BothDirectANDIndirect)?Rightnow,yourcustomersarewhereyourcompetitors’customersare.So,that’swhereyouneedto

startlooking.Youhavetwotypesofcompetitors:directandindirect.Adirectcompetitorisapersonorcompanysellingsomethingverysimilartoyours.Inthesupplementbusiness,anyoneelsesellingthesametypeofsupplementsismydirectcompetitor.Wearetryingtosellbasicallythesamethingtothesamepeople.We’regoingtodoadirectcompetitoranalysisinamoment.

Therearealsoindirectcompetitors.Thesearepeopleorcompaniessellingsomething

differentthanyou,buttothesamedemographic.WhenIstartedstudyingindirectcompetitors,itwasahugeeye-openerforme.IrememberonedayIfoundthiscoolsupplementcompanysellingweight-lossproductstoanolderdemographic.Theywerean

indirectcompetitorbecauseweweresellingdifferentproducts(weight-losssupplementsforthemandnervepainsupplementsforme),butwewerebothgoingafterthesamedemographic.IputtheirwebsiteintothetoolI’mabouttoshowyou,anditopenedupa

wholenewworldofplacestoadvertiseandtypesofadstotry.Competitiveresearchisawesomebecauseitcanopenupnewopportunitiesyouneverknewaboutbefore.Forme,

eachnewprofitablewebsiteIfindcanbeworthtens,ifnothundreds,ofthousandsofdollarsamonth!SoyoucanseewhyIspendsomuchtimesearchingforthisburiedgold.

ThefirststepistomakealistofyourdirectandindirectcompetitorsandtheirlandingpageURLs.Ifyoudon’tknowwhoyourcompetitorsare,thenjustgotoGoogleandstart

typinginsearchphrasesyouwouldwantpeopletotypeiniftheyweresearchingforyou.

Ifyou’reintheweight-lossniche,forexample,you’djusttypeinphraseslike“howtoloseweight”or“losingweightquickly.”Lookforthepaidads(usuallyontherighthand

side)andstartclickingonthoseads.Thiswillgiveyouagoodideaofwhoyour

successfulcompetitorsare.Nowthatyouhaveyourcompetitors’websiteURLs,letmeshowyouhowsimpleitistofindoutexactlyWHEREtheyarealreadyadvertising,WHATadsthey’rerunning,andWHEREtheyaresendingtheirtraffic.Usingthissimple

strategy,you’llquicklybeabletofigureoutallfiveofthevariablesineachofthecompetitors’campaigns.

Step#2:WhatAreTheyDoing?Thereareafewproductsonthemarketthatwilldo

whatI’mabouttoshowyou.Atthetimeofmywritingthisbook,myfavoriteiscalled

SimilarWeb.com(SW).BecauseIwantthisbooktostayevergreen,IwillpostavideoshowingyouhowtouseSWhere:www.DotComSecretsBook.com/resources/similarweb,andifmyteameverfindssoftwarewelikebetter,orifSWstopsworking,we’llgiveyou

themostup-to-dateinformationonthatpage.

So,thefirststepistoputinyourcompetitor’swebsiteURL.Forthisexample,Iwill

enteroneofmyownwebsitesforyoutosee.

Fig9.2:It’seasytofindyourcompetitors’trafficsourceswithonlinetoolslike

SimilarWeb.

Fromhere,Icanquicklyseeeachofthepaidtrafficsourcesthatthecompetitorisusing.

AsIstartclickingonsomeoftheotheroptionsonthesideofthepage,Icanseethe

demographicsofthetrafficthatiscomingtothatwebsite.Icandigdeeperintothetrafficsourcesandactuallyseewhatsitesmyadsarerunningon,whentheywerefirstseen,and

thedurationeachadhasbeenrunning.(Hint:longerduration=adthatisworking.)

Fig9.3:Longrunningadsareusuallyhigh-convertingandbigmoneymakers.

AsIdigdeeper,Icanstarttoseetheexactbanneradsthatareworking,includingthe

adcopythatisconverting.

Fig9.4:Collecttheactualadsyourcompetitorsarerunningandmodelthemfor

yourownads.

Icanalsoseethelandingpagesthecompetitorispushingthemajorityoftraffictoandawholebunchmore.DoyouseehowinlessthanfiveminutesIcanlearnEVERYTHINGIneedtoknowaboutacompetitor’scampaign?I’vejustshownyouhow

quicklyyoucangrabthefivevariablesweneedtobesuccessful:

1.

Demographics

2.

Offer

3.

Landingpage

4.

Trafficsource

5.

Adcopy

Thelaststepisactuallytopurchasemycompetitor’sproductsothatIcanseetheupsellsanddownsells.Whatemaildoesthiscompanysendtocustomers?Whatelsehappensaftertheinitialpurchase?Armedwiththisinformation,younowhaveeverything

youneedtostartbuildingoutyourownsuccessfulsalesfunnelsinthatniche.

Isn’titamazing?Youcanliterallyreverseengineereverythingyourcompetitorisdoinginlessthantenminutes.Justpluginthewebsiteandgowheretheyhavealreadygone.Selltothecustomerswhohavealreadyshowninterestinthistypeofproductorservice.Redirectthemtobuyyourproducts!

LET’SREVIEW:

1.

Makealistofyourdirectandindirectcompetitors.

2.

FindeachlandingpageURL.

3.

EnteraURLintotheonlineresearchtools.

4.

Collectdata,digdeep,clickonlinks,buyproducts,andseewhatthecompetitor

isdoing.

5.

Createaswipefileofideastomodel.

Tohelpyouout,I’vecreatedachecklistyoucandownloadandkeephandywhileyou’reresearching.Withthischecklist,you’llbesurenottomissanycriticalcomponentsof

your

research.

To

download

the

checklist,

go

to

www.DotComSecretsBook.com/resources/reverse.

UpNext:Nowthatyou’vehadachancetolookatwhatyourcompetitors’salesfunnelslooklike,Iwanttowalkyouthroughthesevenphasesofallsuccessfulsalesfunnels.ThiswillgiveyouaveryclearexampleofeachofthephasesthatyourcustomersshouldgothroughastheyascendyourValueLadder.

SECRET#10:

SEVENPHASESOFAFUNNEL

What’sthedifferencebetweenasix-figure,seven-figure,andeight-figurebusiness?When

Ifirststartedtoscalemycompanies,Ithoughttheremustbehugedifferencesbetweeneachoftheselevels,butthat’snotthecase.Aftergoingthroughtheselevelsoverthepastdecadeorso,Icantellyouthemaindifferenceisnotwhatyoumightthink.

•

It’snottheproductsyousell.

•

It’snotthetypeofbusinessyourun—onlineorlocalbrickandmortar.

•

It’snotthetraffic.

•

It’snotthesalescopy.

•

It’snotahigh-convertingwebsite.

•

It’snotaproduct-launchmethod.

Thesethingsareallimportant.They’reallelementsofasuccessfulbusiness.Butthey

arenotthecoredifferencethatsetsthelevelsapart.

Therealdifferencebetweenhavingasix-,seven-,oreveneight-figurebusinessis

whetheryouunderstandthephasesofafunnelandcansuccessfullymonetizethedifferentpointsalongtheline.

WhenI’mdrivingtraffictoawebsite,Ineedtoknowthefirstpagethepotentialcustomerwillhit.Ineedtoknowthesecondpagehehitsandeverythinghewillexperiencewhilehe’sengagedwithmybusiness.Ineedtocarefullyengineertheprocess

(orfunnel)eachcustomergoesthrough.Anddifferenttypesofpeoplerequiredifferenttreatment(anddifferentprocesses).

Lotsofpeopletalkaboutthelifetimevalueofacustomer,butthat’snotwhatI’mtalkingabouthere.I’mtalkingaboutthepaththatyoutakeyourcustomersdown.I’mzeroinginonthevariablesineachstepthatcanbemanipulatedformaximum

monetization—allwhilekeepingarelationshipsothatthecustomerwillcontinuetoascendyourValueLadder.Apersonmightbewithmeforafewminutes,afewhours,or

dozensofyears.Themoneyyoumakeinyourbusinessdependsonhowwellyoumanage

theexperienceofeverypersonwhocomesincontactwithyou—nomatterhowlongthey

stay.

Yourgoal,ofcourse,istogettheprospecttostickaroundandbecomearegularclient

orrepeatbuyer.Thelongeryoucankeepthemaround,themorelikelythey’llbuyfrom

you.Thewayyoukeepthemaroundisbymanagingtheexperiencethroughouttheprocess.I’vebrokenthecustomerexperiencedowntosevenspecificpointsinthefunnel.

Ateachpoint,youcantest,tweak,monetize,andbuildyourbusinesstowhateverlevelyouwant.Onceyouknowthesesevenpointsandhowtomaximizethem,yourlifewillchange.It’sawesome!

IT’SALLABOUTTHEPRE-FRAME

Beforewetalkaboutthesevenphasesofafunnel,youneedtounderstandtheconceptofapre-framebecauseeachstepinafunnelisapre-frameforthenextstep.Thatiswhyit’sessentialtooptimizethesesteps—notonlyformonetization,butalsotobuildrelationshipsandgetvisitorstocontinuetobuyfromyou,someonetheyknowandtrust.Onebigmistakemanymarketersmakeisfocusing100%onshort-termconversionsor

monetization.Theysellsoaggressively,focusedonthesaleathand,thattheylosetherespectoftheircustomer.Thismistakewillcostyouthelong-termrelationshipthatcanbeworthtentimesasmuchasthemoneymadethroughtheinitialpointofcontact.

Expertsinneuro-linguisticprogramming(NLP)talkalotaboutpre-framingtogaintheoutcomeyoudesire.Apre-frameissimplythestateofmindyouplacesomeoneinas

theyenterintothenextstepinyoursalesfunnel.Changingtheframeofmind,themindset,canprofoundlychangetheanswertoaquestionortheexperienceyouhavewith

someoneorsomething.

Peopledothisallthetimewithoutrealizingit.Forexample,ifIwanttoaskmywifea

favor,Imightpre-frameherbysaying,“Wow,youarelookingbeautifultoday.Thanksso

muchforallthegreatstuffyou’redoingwiththekidstonight.Ireallyappreciateyouspendingtheeveningwiththem.”ThenImightfollowthatupwith,“I’mjustcurious,do

youmindifIgohangoutwithmybuddiestonight?”BecauseIstartedwiththepre-frame,

it’smorelikelythatshe’llrespondthewayIwantherto.IsetupapositiveframeofmindbeforeIaskedthefavor.

MyfirstInternetmarketingmentorwasaguynamedMarkJoyner.Irememberhim

sayingthatnotallclicksarecreatedequal.Thatstruckmeasoddbecausebusinessownersalwaystalkabouttrafficandhowtogetmoreclickstotheirwebsites—notacertainkind

ofclick.Wasn’taclickjustaclick?ButMarkmademeunderstandthatwhatreally

mattersmostiswherethoseclicksarecomingfromandwhatthatreaderexperiencedbeforehegottoyoursite.Heevenwentsofarastosaythattheframepeopleenteryourwebsitethroughisprobablythemostimportantthingyoucanknow.

Heusedmeasanexample:“Considerapersoncamefromawebsitethatsaid,

‘RussellBrunsonisascamartist.Hestolemymoney.He’sunethical.He’saliar,andIdon’ttrusthim.Clickheretoseehisnewproduct.’Whatdoyouthinkwillhappenwhen

heclicksthroughtoseetheproduct?”Thepre-framewasterrible.Thatvisitorisprobablynotgoingtolikeme,andIwillhaveahardtimegettingthemtobuyanything.

Ontheotherhand,whatifthepersoncomesfromasitethatsays,“Russellisanamazingperson.Ihadachancetomeethim;wetalkedforanhour,andwhathetaughtme

changedmybusinessandmylife.Mycompanywasabletogofromnothingtoamillion

dollarsofrevenueayear.Clickheretoseehisnewproduct”?Thechancesofconverting

thatpotentialcustomeronmysitearemuch,muchhigher.Icansellmoreifthevisitorentersmywebsitethroughagoodpre-frame.Theframethroughwhichheenteredmywebsitecompletelychangeswhatcanhappenontheactualpage.Sothetrickistofigure

outhowtocontroltheframethatyourtrafficiscomingthrough.

InthebookSway:TheIrresistiblePullofIrrationalBehavior,byOriandRomBrafman,IreadaboutafascinatingstudythattookplaceatMIT,demonstratingthepre-frameprincipleinaction.Itwentsomethinglikethis:Oneday,aclassofseventyeconomicsstudentsweretoldtheywouldhaveasubstituteprofessorfortheday.Sincethisprofessorwasnew,eachstudentwastoreadashortbiographyoftheteacher.Thebioshandedouttoallthestudentswereidentical—exceptforonephrase.Itpraisedthisteacher’sgraduateworkineconomicsandlistedvariousfabulousaccomplishments.Then

halfthebiosdescribedtheprofessoras“averywarmperson,”whiletheotherhalfdescribedhimas“rathercold.”Thatwastheonlydifference—onephrase.

Afterthelecture,eachstudentwasaskedtofilloutasurveytoseehowthey

likedthe

teacher.Theoneswhoreceivedthe“warm”biosaidtheylovedhim.Theysaidhewasgoodnatured,considerateofothers,andsociable.Thestudentswhoreceivedthe“cold”

biodidn’tlikehimatall.Theysaidhewasself-centered,formal,irritable,andruthless.

Thesestudentsallsatthroughthesamelecture,butthepre-framechangedtheirperceptionofwhattheywitnessed.Thisstudyissuchacoolexampleofthepre-frameprincipleatwork.

HowtoPre-FrameYourPresentationsforHigherSales:ThefirsttimeIwitnessed

thisconceptinactionwasbackwhenIfirststartedspeakingateventsonInternetmarketing.Eventcoordinatorswouldinvitemetospeak,andafterwardIwasallowedto

sellmyproductatthebackoftheroom.Obviously,Iwantedtomakelotsofsales,soItriedtocraftmypresentationinawaythatwoulddeliversuchgreatvaluethatpeoplewouldwanttobuyacoachingpackagefrommeattheend.Itravelledaroundthecountry,

speakingonceortwiceamonth.OftenIwouldtestdifferentpitchestoseewhichmethod

peoplerespondedtomost.

Irememberoneeventthathadaprofoundeffectonme.IwasworkingwithabigeventpromoternamedArmandMorin,whohaddonetonsofeventsallaroundtheworld.

Hewasalsooneofthebeststagepresentersaroundatthetime.IrememberhepulledmeasideandsaidtherewasonedecidingfactorthatwouldaffecthowmuchmoneyImadeat

theevent.“It’sallabouthowIintroduceyou,”hesaid.

HeaskedmetolookbackatthelasttenorfifteeneventsIworkedandrememberthe

eventswhereIdidreally,reallywellinsales.Thenhesaid,“Rememberbacktohowthe

personintroducedyoubeforeyougotonstage.Mostpromotersdoahorriblejob.Theyget

upthereandsaysomethinglike,‘Hey,thisisRussell.Heisgreat,andhe’sgoingtoteachyouthiscoolthing.Everyonegivehimaroundofapplause.’”Whenthathappens,sales

arekindofflat.Butthispromotercraftedmyintroductioninawaytopre-sellmycredibilityasaspeakerandgettheaudiencepreparedtobuy.Hehadsomeofthemostsuccessfuleventsbecauseofthissimplestrategy.

Ithoughthissuggestionwasreallyinteresting.WhenIspokenextathisevent,Isold

moreproductbyfarthanatanyotherseminar.Goingforward,Ipaidattentiontowhathappenedwhenpromotersintroducedme.Sureenough,therewouldbeadropofenergy

intheroomiftheintroductionwasblandanduninspiring.Everythingwasdifferent,anditaffectedmysales.Finally,Idecidedtobeinchargeofthepre-frame.Ididn’twanttoruntheriskofthepromoterscrewingitup.So,Imadeathree-minuteintroductionvideo.ItfeaturedTonyRobbinsrecommendingme,outlinedseveralsuccessstories,andincluded

thetestimonyofotherswhodeclaredIwasagreatguywithalottooffer.BeforeIwentonstage,Ihadthepromoterintroducethevideo.Thevideoplayed,andthenIcameuponstagerightafterward.Thevideowasthepre-frame,andbecauseInowcontrolledtheframe,IstartedseeingconsistentlyhighersalesalmosteverytimeIspoke.Prettycool,huh?Ifyouspeakandsellaftereachevent,givethisstrategyatry.You’llthankmeforit.

Nowthatyouunderstandpre-framing,you’regoingtolovehowpowerfultheseven

phasesofafunneltrulyare.

HOWPRE-FRAMINGWORKS

Manyonlinemarketingandconversiontrainingsstartteachingconversiononthelanding

page.Theyshowyouhowtosplittestdifferentdesignsandhowtotweakyouroffersand

yourfunnels.ButI’vefoundtherearethreecriticalstepsbeforethevisitorevengetstothelandingpagethathaveahugeeffectonyourconversions.Therearealsoseveralstepsin

thefunnelthathappenaftersomeoneleavesyourlandingpage.Thesealsohaveanenormousimpactonyourconversionsandyourbottomline.Ifyouunderstandallseven

pointsinthefunnel,yourbusinesswilllikelyexplodewithoutanyadditionaltrafficortweaking.So,let’sgothroughthephasesoneatatime.

Phase#1:DetermineTrafficTemperature

Thefirstphasetoexamineisthemindsetofthetrafficbeforeitreachesyoursite—or,yourtraffictemperature.Youmaynoteverthinkaboutit,buttherearethreelevelsoftrafficthatcometoyourwebsite:hot,warm,andcold.Eachgroupneedsspecialtreatmentand

individualizedcommunication.Eachneedstocomeacrossadifferentbridgetoarriveatyourlandingpage.Yes,thatmeansyoumayevenneedthreedifferentlandingpages,dependingonhowyou’redrivingtraffic.Trustme,it’sworthtakingtheextratimetosetthisupcorrectly.

HereisaquotefromGeneSchwartzthathelpedmetounderstandhotvs.warm

and

coldtrafficandhowyoumustcommunicatedifferentlywitheachtype:

Ifyourprospectisawareofyourproductandhasrealizeditcansatisfyhisdesire,yourheadlinestartswiththeproduct.Ifheisnotawareofyourproduct,

butonlyofthedesireitself,yourheadlinestartswiththedesire.Ifheisnotyet

awareofwhathereallyseeks,butisconcernedwiththegeneralproblem,your

headlinestartswiththeproblemandcrystallizesitintoaspecificneed.

Fig10.2:Startyourcopywhereveryourprospectisatthetime.

Youhavetofigureoutwhereyourprospectisalongtheproduct-awareness

continuum:productaware,desireaware,orproblemaware.Wheretheyaredeterminesthe

temperatureofthetraffic.Ifyouhavecoldtraffic,theywillprobablybeawareoftheproblemtheyarehaving,butmaynotbeawareofthesolution.Forthesepeople,youneed

tofocusyourcopyontheproblembecausethat’swhatthey’remostawareof.Trafficfrom

yourblogmaybeawareofthesolutionbecauseyoupresenteditintheblogpost.Sofor

thesepeople,youwanttofocusonthesolution.Hottrafficfromyouremaillistprobablyknowsyouandyourproduct,sotheywouldbethemostproductawareandwouldrespond

besttoproduct-basedcopy.

HotTrafficismadeupofpeoplewhoalreadyknowwhoyouare.They’reonyouremaillist,theysubscribetoyourpodcast,theyreadyourblog—youhaveanestablished

relationshipwiththem.You’regoingtotalktothesepeoplelikethey’reyour

friends(becausetheyare).Youwanttousepersonality-drivencommunication.Tellthemstories,

shareyouropinions,andletthemintoyourprivatelifealittlebit.RemembertheSeinfeldemailexamplesfromthelastchapter?Theyeachbroughtmeoveronehundredthousand

dollarsbecauseIhadhottraffic,andIknewhowtotalktothem.

WarmTrafficconsistsofpeoplewhodon’tknowyou,buttheyhavearelationshipwithsomebodyyouknow.Thisiswherejointventure(JV)partnershipsworkwell.

AffiliatesorJVpartnershaverelationshipswiththeirlists,andtheyendorseyouoryouroffertotheirsubscribers.Theylendtheircredibilitytoyousotheirfollowersfeelcomfortablecheckingoutyouroffers.

Directmailcompanieshaveusedthispre-framingtechniquefordecades.Differentcompanieshavetheirownhouselists,andsometimesonecompanywouldmailoutasales

letterforsomeoneelse’sproduct.Justlikejointventurestoday,thecompaniesusuallysplit

theprofit50/50.Toachieveapositivepre-frame,thecompanythatownedthelistwouldaddwhat’scalleda“liftletter.”Thiswasjustapersonalnotesayingsomethinglike,“Hey,Ilikethisproduct.Iendorseit.Thiscompanyisgreat;youwon’tbesorryifyouorderfromthem.”Liftlettersincreased(“lifted”)responsedramaticallybecausethepersonreadingithadsomesortofrelationshipwiththewriterorthecompanygivingtherecommendation.Onegoodpre-framecanmakeapageconvertlikecrazy,butwhenyou

trytodrivecoldtraffictoit,itbombs.

ColdTrafficismadeupofpeoplewhohavenoideawhoyouare.Theydon’tknow

whatyouofferorwhethertheycantrustyou.ThesemaybepeopleyoufindonFacebook

orwhoclickonyourpay-per-clickads.Maybetheystumbleacrossyourblogsomehow.

Mostlikely,you’repayingforthistrafficsomehow,soit’simportanttopre-framethemcorrectlytogetthehighestreturnonyourinvestment.

Thefirststepistofigureoutwhattemperatureyourtrafficissothatyoucanbuildtherightpre-framebridge.

Phase#2:SetUpthePre-FrameBridge

Thesecondphaseisyourpre-framebridge.Thismightbeapay-per-clickadoritmightbeanarticleinanemailorablogpost.ItmightbeaYouTubevideo.It’sabridgethatpre-framespeoplebeforetheygettoyourlandingpage.Differenttypesoftrafficneeddifferentbridges.

AHotTrafficBridgeistypicallyveryshort.Youalreadyhavearelationshipwiththesepeople,soyoudon’thavetodoalotofcredibilitybuildingorpre-framing.Youcanprobablyjustsendoutaquickemailwithalinktoyourlandingpage,andthat’saboutit.

Ormaybeyouwriteablogpostorrecordapodcastencouragingpeopletogocheckout

youroffer.Thesepeoplewilllistenanddoasyousuggestsimplybecausetheyalreadyknow,like,andtrustyou.

AWarmTrafficBridgeisalittlelongerthanahottrafficbridge,butnotmuch.Allthattrafficneedsisalittlenoteofendorsementfromapersontheytrust;thenthey’llbeintherightframeofmindtogotothelandingpage.ThisiswheretheliftletterorpersonalemailfromaJVpartnercomesin.Thisbridgecouldbeanemail,butitcouldalsobeavideo,article,orsomeothercommunicationfromthelistowner,endorsingyouandyour

product.

AColdTrafficBridgeistheholygrailofonlinemarketing.Ifyoureallywanttoscaleyourbusiness,youhavetolearnhowtoconvertcoldtraffic.MostpeopleIknowjustcan’tdothis.Theycanconvertlikecrazywiththeirownlistorapartner’slist.Butwhenitcomestoconvertingacoldlist,they’restuck.

Theyjustcan’tmakeitwork.Ifyoulearnthisoneskill—convertingcoldtraffic—you’llknowthesecretbehindgrowingseven-,eight-,orevennine-figurebusinesses.Thisbridgeisthelongest.Youneedtodoagood

bitofpreliminaryworktogettheprospectintoadesirableframeofmindbeforehehitsyourlandingpage.Letmeexplain.

Let’ssayyou’reatthefoodcourtinthemall,andyouwalkuptopeoplewaitinginlineatPandaExpressandsay,“Hithere.I’msellingthisproductthatteachesyouhowtobuildalistanddrivetraffictoit.It’sgreat!Wouldyoubeinterestedinbuyingit?”Whatdoyouthinkthey’regoingtosay?Firstofall,theydon’tknowyou,sothechancesofthemsayingyesareprettyslim.Butinadditiontothat,you’retalkinginalanguagetheymaynotevenunderstand.Dothesestrangersknowwhatalistis?Howabouttraffic?They

mightthinkyou’retalkingabouthighwaytraffic.Thisisahugemistake,andIseebusinessesmakethismissteponlineallthetime.Theytalktocoldtrafficinthewronglanguage,andnobodybuys.Tofixthis,youneedtomakeyouroffermoregeneral.Talkin

termsthatcoldtrafficwillunderstand.

Forexample,IhaveamembershipsitecalledListHacking.Itteachespeoplehowto

makemoneybybuildingalistanddrivingtraffic.Forourcoldtraffic,Iknewwecouldn’ttalkintermsof“traffic”and“lists”rightoffthebat.First,wehadtoexplainthoseconceptssothereaderwouldknowwhatweweretalkingabout.Myteamdevelopedadifferentfunnelforcoldtrafficthatstartedoutsaying,“Whowantsafreemoney-making

website?”Oncetheygotthefreewebsite,wesentthemtoabridgepagethatsaid,“Thanksforrequestingyourwebsite;you’llbereceivingitshortly.Whilewehaveyourattention,doyouknowhowtogetpeopletovisityourwebsite?”(NoticeIsaidpeople,nottraffic.)Thenthepagegoesontoexplainthatinonlinesales,potentialcustomersare“traffic.”Wefurtherexplainthatinorderforthemtomakemoneyonthisnew,freewebsite,theymust

learnhowtogettraffictothesite.Wecontinueexplainingthetopicoftrafficandlistsonthebridgepage.Now,whenthe“cold”visitordoescrossovertothe

membershipsiteoffer,theyareperfectlypre-framedtounderstandtheoffer.Thatunderstandingmakesthemmorelikelytoconvert.Ibridgedtheknowledgegapusingapre-frame.

Forhotandwarmtraffic,theadoremailgenerallyservesasthepre-frame.There’sno

needforextrastepsbeforethosepeopleunderstandyouroffer.Theyalreadyknow,like,andtrustyou.Butforcoldtraffic,youoftenneedawholeseparatepagethattheygothrough(thebridgepage)beforetheyhittheofferpage.AsIjustexplained,thisseparate,pre-framepageeducatespeople,enablingthemtobetterappreciatetheofferandmaking

themmorelikelytoconvert.

Here’sanotherexamplefrommysupplementcompany.Oneoftheproductswesellis

asupplementtohelpwithneuropathypain.IfIhavealistofneuropathysufferers,it’sprettyeasytoconvertthem.Butwhatifsomeoneonmylistdoesn’thaveneuropathyasa

commoncharacteristic,ordoesn’tknowwhethertheyhaveit?Manypeopleknowtheyhavenervepain,buthaveneverheardthewordneuropathy.Soourcoldtrafficofferhelpspeoplewithnervepain,asimpler,morerelatableterm.Mypre-framepagestates,“Ifyouhavenervepain,it’sprobablycausedbyneuropathy.”Thenthepagegoesontoexplaina

bitabouttheunfamiliarterm.Then,whenthevisitorgetstothefunnel’slandingpage,allthelanguagesuddenlymakessense.Theynowunderstandthatthenervepainisduetoneuropathy,andoursupplementcanhelp.Whathappenswhenwedothat?Ouruniverse

ofpotentialcustomersexpandsexponentially!Whateverproductyou’reselling,it’scriticalthatyoumatchyourmessagetoyourtraffic’stemperatureandknowledge.Thisawarenesswillhelpyoudeterminethekindofbridgerequiredtotakethemtothelanding

page.

Blogsareanothergreatwaytopre-frameanoffer.Oftenwe’llcontactsomeonewho’s

gonethroughourbusinessprogramandbeensuccessful.We’llsometimespaythemtowriteablogpost,testifyingtotheincredibleexperience.Theycanthenpostthispraiseontheirblog.Next,wedrivetraffictothatblogpostsoreadersseetherecommendationandthenclickovertoourproduct.Becausethetrafficiscomingfromthepre-frameofsomebodyelse’ssite,wedramaticallyincreaseourconversions.Wearenowtappinginto

thegroupofpeoplewhoknowandtrusttheblogger.

WecandothesamethingwithYouTubetestimonials.Ifsomeoneputsuptheirown

videoaboutoneofourproducts,we’llaskthemtoaddsomekeywordstothedescription

andaddalinkbacktoourproduct’ssite.ThenwedrivetraffictotheYouTubevideothatsharesthestory.Nowthetrafficcomestooursitewithabetterchanceofconverting.Ourconversionnumbersinthesescenariosarecrazyhighsimplybecauseofthepositivepre-frame.

Anothercooltypeofbridgepageisasurveyoraquiz.Wecanaskcertainquestions

togetthemind’swheelsspinninginaparticulardirection.Weplantseeds,andthevisitorsstartwonderingaboutaquestionweasked.Thentheyclickovertothelandingpagewhere

werevealtheanswerorsolution.It’sallaboutinfluencingwhatpeoplearethinkingaboutwhentheyseeyouroffer.

Phase#3:QualifySubscribers

Thewholegoalhereistotakeallthetraffic—hot,warm,andcold—andfindoutwhois

willingtogiveusanemailaddressinexchangeformoreinformation.(Thisisknownas

subscribingtoalist.)Ifpeoplearen’twillingtogivetheiremailaddressesatthispoint,theyarehighlyunlikelytogivememoneylater.Qualifyingsubscribersisdonethroughanopt-inorsqueezepagethatofferssomethingofvalueinreturnforcontactinformation.

ThisistypicallytheveryfrontendofyourValueLadder.Formycompanies,it’susuallyafreereportorafreevideoshowingthevisitoronethingtheywouldreallywanttoknow.

Let’ssayIhaveonethousandvisitorswhocometomysiteeachday.IfIhavea30%

conversionrateatthispoint,thenIknowIhaveaboutthreehundredpeoplewhowillbe

interestedinmyinformation.NowIhavealistofwarmleads,andIcancontinuetomove

themthroughtherestofmyfunnel.

Phase#4:QualifyBuyers

Immediatelyafteryouqualifyyoursubscribers,youwanttofindoutwhoamongthemisa

buyer.Howmanyofthosethreehundredpeoplewhowereinterestedingettingfreeinformationarewillingtopullouttheircreditcardsandmakeapurchase?NoticeIsaid

youmustfindyourpotentialbuyersimmediatelyafteryouqualifysubscribers.Don’twaitadayoraweek.Qualifybuyersrightaway.MyearlymentorDanKennedytaughtmethis

goldenprinciple:abuyerisabuyerisabuyer.Ifsomeoneiswillingtobuyfromyou

once,they’llcontinuetobuyfromyouaslongasyoukeepofferingvalue.Soassoonassomeonefillsouttheirnameandemailaddressandclicksthesubmitbutton,theyshould

landonapagethatofferssomethingtobuy.Offerthemsomethingofvaluethatwillhook

them.It’stypicallyalittlehigherupyourValueLadder,andthisiswhereI’musuallysellingmy“bait,”whichissomethingyourdreamclientswillreallylove.Itshouldbepricedsolowthatit’sanabsoluteno-brainerforthemtobuy.Youwanttoqualifyevery

buyeronthelist,sodon’tputupanybarriers.

Iusuallyusea“free-plus-shipping”offerorsomethinginthefivetosevendollarrange.TheofferisextremelycheapbecauseIwantallthebuyerstogoforit.OnceI’ve

identifiedwhothebuyersare,thenIcanmarkettothemdifferently.Icanpickupthephoneandtalktothem;Icansendthemapostcardoraddthemtoaseparateemailsequence.Atthispoint,Ihavetwolists:subscribersandbuyers.Eachlistisuniqueandgetstreateddifferently.

Phase#5:IdentifyHyperactiveBuyers

Afteryou’veidentifiedthebuyers,youwanttoidentifythehyperactivebuyers.Thesearethepeoplewhoareinsomekindofpainrightnowandwillbuymorethanonethingata

time.I’moftenahyperactivebuyermyself.Iremembertakingmyteambowlingforacompanypartyawhileback.Now,bowlinghappenstobemythirdfavoritesport(behind

wrestlingandjiu-jitsu).I’mnotasuperstarbowler,butIcanholdmyown.Iloveplayingthegame.Thatparticularday,Ibroughtmyownball,gloves,andshoes.I’lladmitIkindofwantedtoshowoffinfrontofmyemployees.Well,thatdayoneoftheotherguyshad

themagictouch.Hebowledanawesomecoupleofgames,andhejustplainbeatme.He

wasrazzingmeinfrontofallmyteam,andIrememberfeelingsofrustrated.Icanlaugh

atitnow,butatthetime,Ireallydidn’tlikeit.SoIwenthomeandgotonlineandstartedbuyingbowlingstuff—books,videos,anewball—anythingthatwouldalleviatemy

humiliatingdefeat.Iwasahyperactivebuyer!

Youwanttoidentifythesepeopleasquicklyaspossible.Who’sinpainrightnow?

Andwhataretheywillingtobuyrightnowtoalleviatethatpain?Youwanttobeabletoofferthemsomething—ideallyseveralsomethings.Ifyoudon’t,they’llleaveyoursiteandgofindanothersitetobuyfrom.Peoplelovetobuy.Andwhenthey’reinpainandwant

relief,theywillspendmoneyinthatquest.Iforgotaboutbowlingafewdayslater,andlifecontinuedon.Iwasnolongerahyperactivebuyerofbowlingmerchandise.Thewindowclosed.Sothinkaboutwhatyoucanupsellordownsellafteryourinitialoffer.Ifyou’veboughtanyofmyproducts,youknowIalwayshaveachainofupsellsanddownsells.That’sbecauseIwanttoidentifymyhyperactivebuyers.OnceIknowwhotheyare,I’mgoingtotreatthemdifferently,too.

Phase#6:AgeandAscendtheRelationship

Atthispoint,theinitialsalesexperienceisprettymuchover.Pointsonethroughfiveall

happeninfiveortenminutes,andthenexttwopointsexplainwhatkeepsthosepeopleyou’veidentifiedcomingbacktobuyfromyouagainandagain.Thesenextstepsarewhat

keepsthemreferringyoutofriends.Duringthisstep,youwanttoageandascendtherelationship.RememberyourValueLadder?Thisiswherethatladderofproductsandservicesreallybecomesimportant.Ifyou’vefollowedthefivephasesofthefunnelupto

here,you’vealreadymovedpeoplethroughthefirstlevelortwo(orthree)onyourValue

Ladder.Now,you’regoingtocontinuetoprovidevalueandhelppeoplewith

whateveryouoffer.Allowsometimetopass.Howmuchtimeisuptoyou;whateverfeelslogical

foryourproductisbest.Letthemdigintowhateverproductsthey’vealreadypurchased,

andgivethemenoughtimetoseethevalueyougive.You’regoingtoascendthemupthe

ladderoveralongerperiodoftime,eventuallymovingthemtotheverytoplevel.

Thisisthepointwherewestartchangingthetypesoffunnelsweuse.Ifwestarted

withaFree-Plus-ShippingFunnel,wemaymovethebuyerintoanInvisibleFunnelormaybebumpthemuptoaTwo-Step,High-TicketBackendProgram.(Don’tworry;you’re

goingtolearnhowtobuildthesedifferentfunnelsinthesecondhalfofthisbook.)

Phase#7:ChangetheSellingEnvironment

Typically,it’sdifficulttosellsuper-expensiveproductsorservicesonline.Notmanypeoplearegoingtoreadasalesletterandclickthebuybuttonforafifteenthousanddollarproduct.Somemight,butusuallyyouhavetochangethesellingenvironmentifyouwant

tosellhigh-ticketproducts.Themostcommonwaystochangetheenvironmentaretosell

thepricieritemsoverthephone,throughdirectmail,orataliveeventorseminar.IfIsendanemailouttoyouandaskyoutoclickaneightthousanddollarbuybutton,you’reprobablynotgoingtodoit.ButifIcangetyoutoclickabuttonandscheduleanappointmenttochatonthephone,suddenlyIhaveacompletelydifferentsalesenvironment.Peopleonthephonearemorelikelytolistencloselytoanoffer.Thesales

personhasthebenefitoflivefeedback.Heorshecanovercomeobjectionsand

helppeoplemakeuptheirmindsonthefly.Whenwechangethesellingenvironment,wecan

communicateatadifferentlevel,anditbecomeseasiertomovepeopleuptothehigher

levelsoftheValueLadder.

Let’sReview:IfIweretoconsultwitharetailstoreonhowtoincreasesales,Iwouldlookateverythingthathappensduringacustomer’sexperiencewiththestore,including

themomentacustomersawthead,walkedinthefrontdoor,andreceivedagreetingfrom

theemployees.Iwouldanalyzewhatthecustomersawthatmadethemchoosecertainitems,whatproductswere“pointofsale,”andhowthecashierupsoldthemduringcheckout.Iwouldthenanalyzethefollow-upsequencesalreadyinplacetobringthatcustomerback.

Increasingonlinesaleshappensthesameway.Youneedtobreakoutandexamineeachofthephasesyourcustomerpassesthroughinyoursalesfunnels.Afteryouareawareofthedistinctstepsandbreakeachoutintoaseparateexperience,youcanthentweakeachaspecttogetmoreconversions.Inthisway,youcanhelppeopleascendtothe

nextlevelofyourValueLadder.Ifyou’restuckinyourbusiness,it’sprobablybecausethere’saglitchinoneofthesesevensteps.What’sthetemperatureofthetrafficyou’redriving?What’sthepre-framebridgeyou’retakingpotentialbuyersthrough?Onthelandingpage,areyouqualifyingsubscribers?Areyouqualifyingyourbuyersonthesales

page,andyourhyperactivesontheupsellpages?Areyouagingandascendingtherelationshiptomatchthebuyerwiththeoffertheyreallyneedthemost?Andareyouchangingthesellingenvironmentforyourhigh-ticketoffers?Mostimportantly,howareyoutreatingeachofyourdifferentgroupssothateachreceivesaspeciallytailoredexperience?

UpNext:Nowthatyouunderstandthestrategybehindthesevenphasesofasalesfunnel,Iwanttoshowyouwhattypesofwebpagesweuseforfourof

thosephases.Did

youliketoplaywithLegoblockswhenyouwereakid?Idid.Itwassocooltotakethe

same,simplepiecesandcreatesomethingtotallyunique,overandoveragain.Intheupcomingchapters,you’regoingtolearnhowtobuildsalesfunnelsLego-style.Infact,I’mgoingtogiveyoualistofbuildingblocksthatyoucansimplymixandmatchtobuildyouroffertocreateaninstantsalesfunnel.ThenI’mgoingtogiveyousomeshortcuts—

theexactfunnelsandscriptsIusemostofteninmybusinesses.Youcancopyandpaste

yourownoffersandideasintotheseproventemplatesandhaveyourbusinessupandrunninginnotime.

SECRET#11:

THETWENTY-THREEBUILDINGBLOCKSOF

AFUNNEL

AsIsaid,IthinkofsalesandbuildingfunnelskindoflikeplayingwithLegos.I

imaginethere’sthisbigboxofbrightlycoloredbuildingblocks,andIcanputthemtogetherany

wayIwanttogetthedesiredresults.IfIwanttogetsomeonetoopt-intomylist,Imightuseayellowblockandconnectittoablueblock.IfIwanttomakeahigh-ticketsale,Imightaddongreen,red,andpurpleblocks.IfI’mnotgettingtheresultsIwant,butIknowIhavealltherightpieces,Imightrearrangetheblocksandseewhathappens.

ThisistheexactsameprocessIteachmytwenty-five-thousand-dollarclients.Igothrougheachphaseofthefunnelandmapoutwhichbuildingblockswillyieldthebestresults.Thenwetestthefunnelstoseehowwelltheyconvert.Sometimeswehitawinner

rightaway,butoftenweneedtomovetheblocksaroundabit;forexample,wemightchangesomecopyoraddavideo.Thenwetestthecombinationagain.Thisishowdirect

responsemarketershavecreatedmagicforoverahundredyears:Tryit.Testit.Tweakit.

Andstartalloveragain.

TherearetwotypesofLegosets.Youcanbuyalltheblocksandcreateyourownworkofartusingyourimagination.Oryoucanbuyspecialkitsthatgiveyouthepieces

youneedtobuildspecificthings,liketheDeathStarortheBatCave.Thesekitsevengive

youinstructionsonwhichpiecetoattachwhereandinwhatorder.Ifyou’rethekindofpersonwholovestheLegokits,you’regoingtoloveourfunnel-buildingsoftwarecalled

ClickFunnels.Allthepiecesyouneedareinsidethesoftware,easilyenablingyoutocreateallsortsoffunnelstoselleverythingfromasimpleopt-intoahigh-endconsultingpackage.Andallyouhavetodoispickwhichcoolthingyouwanttobuildandclickabutton.Allthepiecesareautomaticallyarrangedintherightorderforyou.Ifyou’dliketotryitout,youcangetafreetwo-weektrialatwww.ClickFunnels.com.

Thischapterisgoingtoshowyoutwenty-threeofthemosteffectivebuildingblocks

foryoursalesfunnels.YouwillfindthatcertainblocksworkbetteratcertainpointsonyourValueLadder,butremember,theyarejustblocks.Youcanmovethemaroundasyou

please.Marketsrespondaccordingtoahugevarietyoffactors.Whatworksinmyworld

mightneedalittletweakinginyours.

Intheupcomingchapters,I’mgoingtoshowyousomeofmyfavoritewaysto

connecttheblockstocreateworkingsalesfunnels.Ihighlyrecommendyoustartwithmy

version,simplybecauseI’vetestedtheseintherealworldoverandover.Iknowwhatworksingeneral.Thenifyouwanttotrymovingthingsaround,goforit!YoumaydiscoveranapproachIneverthoughtofbefore.

Thetwenty-threeblocksIusemostoftenareusedatspecifictimesduringfourspecificphasesinthefunnel:thepre-framebridge,qualifyingsubscribers,qualifyingbuyers,andidentifyinghyperactivebuyers.Remember,thesefourpointsallhappenatthe

pointofsale.Anytimeyousellanythingthroughafunnel(whichshouldbemostofthe

time),you’regoingtomoveyourbuyerthroughthesefourpoints.Mostoften,you’llbe

creatingnewfunnelsduringtheageandascendandchangesellingenvironmentphases.

Whenyoudothat,simplygobacktothesebuildingblocksandcreateanewfunnel.

Okay,let’sgetstarted.

PRE-FRAMEBRIDGE

ThefollowingarethemostcommonbuildingblocksIuseforpre-frames.Remember,the

goalwithapre-frameistowarmuptheprospectssotheyareinthecorrectframeofmindtobemostreceptivetoyouroffer.

Quizzes:Aquizismynewfavoritepre-frametool.Ifyou’reonFacebook,

it’sdifficulttoescapeallthe“Whatfamousactorareyou?”or“Whatjungleanimalareyou?”quizzes.Theyseemtogetmoreandmoreridiculousallthe

time.(Thismorning,Isawonethatasked,“Whattypeofstormareyou?”

Really.)Thequestionsyouaskdon’tmattermuch;youjustwanttogetpeopleengagedintheprocess.

Togetagreatpre-frame,youwanttogetpeoplethinkingalongthesame

linesasthenextstepinthefunnel.Agitatetheproblemyourbusinesssolvesfor

them.Usethequizquestionstohelpthemrememberhowmuchtheyhateweeds

intheirlawnorbeingrejectedbywomen.OnetechniqueIlovetouseistoframe

thefirstquestionlikethis:

Fig11.1:Asimplepre-framequizbeforesomeonejoinsyouremaillist.

Ifyourequirepeopletoopt-in(giveyouanemailaddress)togettheirquiz

results,you’vekilledtwobirdswithonestone.Theprospecthasmovedthrough

boththepre-frameandthequalifysubscribersphasesinthefunnel.Thenyoutry

toqualifyhimasabuyerbymakinganofferimmediatelyafterheopts-in.

Now,youmaybewonderinghowmanyquestionstoincludeandhowtoget

peopletostaywiththequizallthewaytotheend.Iliketousethreeorfourquestions,andInumbereachonesotheyknowhowmuchfarthertheyhavetogo

(Step1of4,Step2of4…).Idoknowsomecompaniesthatuseuptotwenty

questionsormoreintheirquizzeswithgreatsuccess.Justlikeeverythingelse,thisissomethingyoumightwanttotestouttodeterminewhatisrightforyour

uniquemarket.

Anothergreatreasontousequizzesisthatyoucansegmentyouraudienceaccording

totheiranswers.Youmightask,“Doyouhaveadogoracat?”Thenyousegmentyour

listaccordingtotheresponses.Withsophisticatedquizprograms,youcanevenhavethe

subsequentquestionsmatchthetwosegments.So,yournextquestiontothe“dog”

segmentofrespondersmightbe,“Howoldisyourdog?”Thenofferanswerchoiceslike

zerotoone,underfiveyears,undertenyears,overtenyears,etc.Howdoesthis

helpyousellmorepetfood?Well,puppiesneeddifferentnutritionthanolderdogs.Ifyouknowhowoldtheirdogis,youcansellthemexactlytherighttypeoffood.Also,ifyouknow

thequiztakerhasadog,notacat,theadonthenextpageshouldpictureadog.Thequizhelpsyousegmentyourbuyers,aswellaspre-frameyouroffer.

FIG11.2:Quizzesaregreattoolsforengagingyouraudienceandgettingtheir

brainsprimedforyoursalespage.

Articles:Ilovetousearticlesasapre-frameforcoldtrafficcomingfroma

bannerad.Thesecanbearticlesonyourwebsite,butIfindthey’remoreeffective

iftheyappearonsomeoneelse’ssite.It’slikeathird-partyendorsement.Here’s

howitworks.

Someoneclicksyourbanneradandlandsonawebsitewithapre-frame

article.Itmightbeacasestudyofhowyouhelpedanindividualsolveaproblem.

Itmightbeanarticleabouthowyourproductworks.Oritmightnothave

anythingtodowithyouspecifically,butitsetsuptheproblemandwhatisrequiredtosolvethatproblem.

Thenyouaddacalltoactionsomewhereonthepage.Acalltoactionis

simplywhereyouaskthereadertodosomething:clickheretolearnmore,

subscribetoday,getyourfreesamplehere.Inanarticle,thecalltoactioncanbe

asimplelinkinsidethetext,abigbuttonatthebottomofthearticle,aphotowith

alink,oracombinationofthese.

Now,don’tbeunethicalhere.Forawhile,manyInternetmarketersusedthis

techniquesuccessfullywithfakenewssitesandfakeblogsthattheycontrolled.

TheFTCcrackeddownonthatpractice,andyoureallydon’twantthemonyour

case.Uselegitimatearticlesonlegitimatewebsites.Encourageoneofyourbest

studentstowriteanarticleaboutyou,thenusethatasthelandingpagepeoplewillseeoncetheyclickonabannerad.

News:Anythingthat’snewsorisperceivedasnewscommandsmore

attentionthanotherreadingmatter.Ourbrainsareprogrammedtopayspecial

attentiontoanythingthatmightbeathreat.Thisiswhyeverythingonthe

eveningnewsisa“SpecialAlert”or“DisasterUpdate.”Eachheadlineisphrased

togetourattentionandconvinceusadevelopingeventissuretodestroytheworldasweknowit.Ifyourpre-frameisattachedsomehowtoacurrentnews

story,you’llautomaticallyreceiveabumpinattentionforaslongasthatstorycontinuestodominatethenews.Forexample,ifyoumanagetotieyourmessage

toanupcomingelectionornaturaldisaster,peoplewillseetheconnectionandpaymoreattentiontoyouasaresult.Thedownsidetothisstrategyisthattherecognitioncanbeshortlived.However,theupsidecanbeamassiveupsurgein

trafficwhilethestoryishot.

Youcanalsodesignthewebpagetolooklikeanewspage.Itmighthavea

specialbarwithaheadlineonthebottomorasidebarwitharelevantsidestory.

Marketershavefoundthatjustformattingtheircontenttolooklikenewscan

increasetheircredibilityandpre-frametheiroffersnicely.Again,don’tgocrazy

withthisstrategy,oryou’llhavetheFTConyourcase.Besides,it’sjustbadfor

business.Beethical.Tellthetruth.

Fig11.3:Articlesonnewssiteslendafeelingofauthoritytoyourproductsand

services.

Blogs:Ablogpostcanbeusedtopre-framemostanytopic.Forexample,maybeyouworkinacrowdedindustrywithmanycompetitorswhoallprovide

basicallythesamesolution.Youcouldwriteablogpostexplaininghowevery

othercompanyisthesame,whileyoursisdifferentandbetter.Youmightwrite

thearticleyourselfandpostitonyourblog.Butyou’llprobablygetbetterresults

ifyouguestpostitonsomeoneelse’sblog,preferablyahigh-trafficblogwithlotsofvisitorsinyourtargetmarket.Betteryet,havetheblogauthorpostthearticleintheirnamesothatyouarenotseeminglytiedtoitatall.Ididthisonce

withasuccessfulstudentinthe“make-money-online”market.Iaskedhimto

writeanarticledetailinghisexperienceusingmyproducts.Headdedalinktoouroffer,andwedroveFacebooktraffictohisblogpost.Thecampaignworked

great.Itwasengineeredasapre-frame,butthecontentwas100%trueand

ethical.

Videos:YouTubevideosmakegreatpre-framematerial,especiallyfor

testimonials.Thevideoshouldagitatetheproblemforthevieweroreducatethem

onsomeprocessoridea.Thegoalistomakethemdesirethesolutionyouoffer.

Again,havethevideoappearonsomeoneelse’schannelanddrivetrafficthere.

Thenincludecallstoactionthatmovepeopletoyouroffer.Thecallstoactionmightbelinksinthedescriptionorcomments,somepre-rollorpost-rollfootage,

orevenannotationsinthevideo.

Email:Pre-framingwithemailworkswellwhenyoubuyasoloadoruseJV

partnerstoendorseyoutotheirlists.Nomatterwhoselistyou’remailingto,you’reessentiallyborrowingtheircredibilitytopre-frameyouasagreatperson

ortopre-frameyourofferasagreatsolution.Oncethepre-frameis

accomplished,thecalltoactionisalinkintheemailthatreaderscanclickonto

gettoyouroffer.Withdirectmail,thisisdonewithaliftletterwheretheowner

ofthelistwritesanintroductiontellinghispeoplehowgreatyouareorhowwell

yourproductworks.JVpartnersoraffiliatesdothesamethingwithemailbywritinganintroductionforyouoryouroffer.

Fig11.4:Presellpageseducatethevisitorbeforetheylandonyoursalespage.

PresellPages:Sometimesyouhavetoeducatepeoplebeforeyouselltothem.Apresellpagetellsastory.It’salongerarticleusedtogivebackgroundinformationoreducationthatprospectsmightneed.Oncetheyhavethis

information,theyareintherightframeofmindtounderstandandbuytheoffer.

Forexample,maybeyousellemailmarketingsoftware,butsomeofyour

prospectsdon’tknowwhatemailmarketingisorwhytheirbusinessesneedit.

Youmightsendthemtoapresellpageonyourwebsitethatexplainsexactlyhow

emailmarketinghelpsgrowbusinesses.Thenyouaddacalltoaction,whichwill

takethemtoyourproductoffer.Thisstrategyworksgreatforaffiliateswhowant

towarmuptheprospectbeforesendingthemstraightovertosomeoneelse’s

salespage.

QUALIFYINGSUBSCRIBERS

Thenextphaseistoqualifyyoursubscribers.Rememberthegoalhereissimplytogetpeopletoopt-intoyourlist,subscribetoyournewsletter,orrequestafreeofferyou’veputinfrontofthem.You’reseparatingoutthecasualvisitorsfromthepeoplewhoarewillingtotradetheiremailaddressesinreturnformoreinformation.

Pop-Ups:Rememberyearsagowhenthoseannoyinglittleboxespoppedup

onyourscreenalmosteverytimeyouvisitedawebsite?“Congratulations!You

justwon…blah,blah,blah.”Theymayhavebeenannoying,buttheyworked

likecrazytogetpeopletooptintoalist.Thankstopop-upblockersandadblockers,thismethodbecamealmostobsoleteforyears,andmarketersallbut

abandonedthem.Butrecentlynewtypesofpop-upshavebeencreatedthataren’t

aseasilyblocked,andwe’refindingthatthesepop-upsarebecomingagoodtool

forbuildingalistinmanysituations.Thebiggerproblemisthatsomeadvertisers

(likeGoogleandFacebook)won’tapproveadsthatgotopageswithpop-ups.So

thismethoddoesn’tworkallthetime,butpop-upscanbepowerfultoolsunder

therightcircumstances.

Fig11.5:Pop-upscanstillbeeffectiveifusedcarefully.

SqueezePage:Thesqueezepageisthesimplestwaytoqualifysubscribers.

Itwasdevelopedasawaytoincreasesubscriberswithoutusingpop-ups.It’sasimpleopt-inpagethatrequirespeopletogiveyoutheiremailaddressestogetaccesstosomethingonthenextpage(i.e.,afreereportorafreevideo).Theonly

choicesonthepagearetosubscribeorleave.Themagicofasqueezepageisthe

completelackofdistractions.Therearenoadstolookatandnonavigationmenu

tabstoclick.Peopleareforcedtofocusonyourmostimportantmessage—theonemessageyouwanttogivethem.Andtheyhavetomakeadecision:either

giveyoutheiremailaddressorleavethepage.

Fig11.6:Asqueezepagehasonlyonegoal—togetthevisitortosubscribeor

requestinformation.

SqueezePop:Thesqueezepopisawaytogetpeopletojoinyourlistviaa

buttononyourblogorotherwebpages.Whentheyclickonthatbutton,uppops

asqueeze-page-stylepop-up.Ifavisitorgivesyoutheiremailaddress,theyaretakentothenextpage.Squeezepopbuttonsaregreatbecauseyoucanplacethem

inatonofplaces,placeswhereyoutraditionallywouldn’tbeabletogetopt-ins,

likearticlesandblogposts.

Fig11.7:Asqueeze-popcombinesaclickablebuttonwithapop-upwebform.

Free-Plus-Shipping,Two-StepForm:Thistypeofwebformtakes

advantageofbuyerpsychologyandcombinesthe“qualifysubscribers”and

“qualifybuyers”stepsintoonesequence.Steponequalifiessubscribersby

askingforcontactinformation(includingemailaddresses).Steptwoqualifies

buyersbyaskingforcreditcardinformation,usuallytocovershippingcosts.

Thatishowmycompanystructuresmostofourfree-plus-shippingoffers.

Fig11.8:Atwo-stepwebformallowsyoutocollectanameandemailaddresson

steponeandcreditcardinformationonsteptwo.

Anyonewhofillsoutsteponeofthisformisautomaticallyaddedtoanemail

listandisqualifiedasasubscriber—evenifhedoesn’tfilloutsteptwo.

WebinarRegistration:Weoftenusefreewebinarsasawaytogenerate

leads.Whenpeopleregisterforthewebinar,theynaturallyneedtogiveyoutheir

emailaddressesbecauseyouneedtosendthemdetailsaboutthewebinar.Ifit’s

anautomatedwebinar,theypickwhichdaytheywanttowatch,fillintheiremail,

andBoom!Anewsubscriberisonyourlist.Andbecausetheysignedupforawebinar,they’llbelookingforyouremail.

Fig11.9:Webinarregistrationsareanaturalwaytocollectemailaddresses

becausepeopleexpectyoutosendthemmoreinformationaboutthewebinarvia

email.

FreeAccount:Signingpeopleupforafreeaccountworksespeciallywellwithsoftwareandmembershipprograms.Createamembershipsite,ora“lite”

versionofyoursoftware,andgiveittopeopleforfree.Whenvisitorscreatean

accounttogetaccesstothemembershiporthesoftware,theyareaddedtoyour

subscriberlist.Oftentimes,thesetypesofpagesareverysimilartosqueezepages,butbecausetheyareactually“creatinganaccount,”youcangetalotmore

informationandstillkeepyourconversionshigh.

Fig11.10:Freeaccountsallowyoutocollectmorepersonalinformationabouta

subscriberlikephysicaladdressandphonenumber.

ExitPop:Anexitpopis,notsurprisingly,alast-chancepop-upafterpeople

clickawayfromyoursite.Itasksifthey’resuretheyreallywanttoleavewithout

subscribing.Youmayevenmakeaspecialoffertopeopleiftheydecideto

subscribebeforetheyclosetheexitpop.Oncepeopleleaveyoursite,there’sagoodchancethey’llnevercomeback.So,youcanaffordtoannoythemalittle

bitwithanexitpop.Itmaybeyourlastchancetokeepthemengagedwithyou.

Fig11.11:Youcanuseexitpopsasafinalappealtothevisitortogiveyoutheir

emailaddress.

QUALIFYINGBUYERS

Whenwequalifybuyers,rememberthatthegoalistogetpeopletopullouttheircreditcardsandactuallypayforsomething.Thefirstpurchaseisthehardesttoget,soit’sbesttooffersomethingofvalueforaverylowprice.Then,youcanguidebuyersuptheValueLadderassoonasyoucan.Herearemyfavoritewaystoqualifybuyers:

Free-Plus-Shipping:Thisismyfavoritewaytoqualifybuyers(asyou’llsee

inSecret#13).Ifyoucreateagreatproductandgiveitawayforfree,itistheperfectbaitandgetsoneofyourproductsintothehandsofanewcustomer.

Thereisnobetterwaythanafree-plus-shippingoffertoprovidevalueupfrontandgetthebuyerinterestedinascending.Ifeellikethistacticisthebestwayto

findoutwhichofyoursubscribersarealsobuyers.

Trial:Averylow-costtrialofferisagreatwaytogetpeopletoraisetheirhandsandtellyouthatthey’rebuyers.Theeasiestandmostpopulartrialisofferedforonedollar.Then,youbillthemafewdayslaterforthefullamount—

iftheywanttokeeptheproduct.Toreceivethetrial,avisitormustpulltheircreditcardoutoftheirwalletandprovetheyareabuyer.Thisworksbestfor

itemsyoudon’thavetoship,likedigitaldownloads,software,ormembershipsites.

Tripwire:Tripwiresaresmalleroffersusedtogetbuyersinthedoor.They

areoftena“splinter”ofyourcoreproduct.Forexample,youmightpulloutone

moduleoroneofthetrainingsessionsandofferitforahugediscount.RyanDeissandPerryBelchermadethistechniquepopular.Theyusuallyuseavery

low-costofferofaroundsevendollarsperitem.Thesecanbephysicalproducts

ordigitaldownloads,dependingonyourmarket.

Self-LiquidatingOffers(SLO):Thesetypesofoffersareusuallyalittlemoreexpensive—betweenthirty-sevenandninety-sevendollars.Oftentimes,

withfree-plus-shipping,trials,andtripwireoffers,youmayactuallylosemoney

initially,althoughthroughyourupsellsyoucanoftenbreakeven.Withaself-liquidatingoffer,ontheotherhand,thegoalistohavethefrontendproductliquidateyouradcostssothatyourupsellscanbecomepureprofit.

StraightSale:Thisisjustaregularsaleofahigh-ticketitem,fromninety-

seventofivethousanddollarsorhigher.Itusuallytakesalittlemoresellingto

converttheseoffers,sowetypicallyonlyintroducethisoptiontopeoplewhoare

inourwarmmarketorwhohavegonethroughourinitialfunnels.Itusuallytakes

astrongerbondwiththeAttractiveCharacterbeforepeoplewillmakethese

largerinvestments.

Manypeopleaskmewhattypeofoffertheyshouldusetoqualifytheirbuyers.Most

ofthetime,Iliketousethefree-plus-shippingoffertoqualifymybuyers,butitdoesn’talwayswork.Wetriedthiswithourneuropathysupplement,andthenumbersneverquite

workedout.Sowechangedittoastraightsale,anditworkedgreat.Sometimesyoutry

somethingthatdoesn’twork,soyouchangetheoffer.Simplyshifttooneoftheotherbuildingblocks,andyoucouldhaveawinner.Youhavetotesteachproduct.Differentmarketsresponddifferently,sodon’tgiveuponfindinginterestedbuyerstoosoon.

IDENTIFYHYPERACTIVEBUYERS

Tofigureoutwhichcustomersarehyperactivebuyersatthepointofsale,IneedtoofferanupsellimmediatelyafterIqualifythemwithalow-costorfreeoffer.Herearemyfavoritewaystodothat:

Bumps:Thesearethelittleoffersweaddontoourorderforms,andtheyhavecompletelytransformedourbusiness.Thisconceptisverysimilartothe

experienceyouhaveinagrocerystorecheckoutline.Youseethecandybars,gum,andotherlittlethingsthatarealltooeasytothrowinwithyourorder.My

teamdoesasimilarthingwithourorder-formbumps.Withtwolinesoftextand

acheckbox,weareoftenabletogetupto40%ofourbuyerstoupgradeandpay

anextrathirty-sevendollarsormoreatthepointofsale.

Fig11.12:Bumpsareasubtlewaytoincreasesales(sometimesdramatically).

Justmakeasimplediscountofferwithacheckboxontheorderform.

One-TimeOffers(OTOs):Aftersomeonehaspurchasedanyofyour

frontendoffers,youcanmakethemaspecial,onetimeoffer.ThebestOTOsare

productsthatwillcomplementtheinitialpurchase.Oftenwe’llmaketwotothree

separateofferstopeopleaftertheybuy,aslongasthesequenceofoffersaddsmorevaluetotheinitialoffer.

Fig11.13:OneTimeOffers(OTOs)appearaftersomeonehaspurchasedyour

firstoffer.Thesearespecialdealstheycanonlygetiftheyactrightaway.

Downsales:IfthebuyersaysnototheOTO,youcandownsellthemwitheitheradifferentproductorapaymentplanoptionontheoriginaloffer.Don’tgiveupjustbecausetheysaidnotopayingthefullamountallatonce.Oftenwe

findthatupto20%ofpeoplewhosaynotothespecialofferwillsayyestoapayment-planversiononadownsell.

AffiliateRecommendations:Theserecommendationstypicallyhappenafter

buyersfinishgoingthroughmyupsale/downsalesequeneceandhavelandedon

the“thankyou”pageinmyfunnel.Onthispage,Iwillusuallythankbuyersfor

orderingandthenlinktootheroffersthatwouldlikelyservethem.

Let’sReview:Doyouseehowtheseblocksworktobuildasystemthatbenefitsyourcompany?Simplygothrougheachphaseinthefunnelandchoosewhichblockyouwant

totry.You’llsoondiscovertheonesthatworkbestinyourmarket,andyou’llrelyonthemoverandover.Butdon’tforgettotestoutsomeofthealternativesnowandthen.Youneverknowwhenastraightsalewillbeatoutatrialforaparticularoffer—unlessyoutestit.Iencourageyoutosplittestdifferentblocksforallyouroffers.Iknowsplittestingcanbeintimidatingforsome,andthesoftwarecanbeexpensive.ButIthinkit’ssoimportanttothelong-termgrowthofyourbusinessthatweincludedsimplesplittestingoptionsinsideClickFunnelstomakeitsupereasy.

UpNext:Newideasforbuildingblocksarebeingdevelopedallthetime,buttheselistedabovearethemostcommonandmosteffective,I’vefound.Nowthatyouknow

whattheblocksare,wecanstartbuildingactualfunnels.

Inthenextchapter,I’mgoingtodiscusswhichtypesoffunnelsweuseonthefrontendofourValueLadders,theonesweuseinthemiddle,andthoseweuseforthebackend.UnderstandingthiswillhelpyoutobetterunderstandhowtouseeachofthefunnelsIwillbegivingyoulater.

SECRET#12:

FRONTENDVS.BACKENDFUNNELS

Nowthatyouknowthebuildingblocks,allyouhavetodotobuildyourownfunnelsis

putthemtogether.Youcancombinethemanywayyoulike,butIhaveseventestedand

provenfunnelsthatIuseallthetimewithmymastermindclientsandwithmyowncompanies.Weusethemoverandoverandoveragain,andtheywork.Insection4,you’re

goingtolearnhoweachofthesefunnelsfunctions.Butbeforewegothere,youneedto

seehowweusedifferentfunnelsfordifferentstepsontheValueLadder.Funnelshavea

psychologybehindthem,andyouneedtouseadifferentpsychologicalapproachforalow-priced,introductoryproductvs.ahigh-ticketpackage.

ProductAwarenessContinuum:ThebasicpsychologygoesbacktotheproductawarenesscontinuumwediscussedwhenweweretalkingabouttraffictemperatureinSecret#9.

Fig12.2:Howyouspeaktoyourprospectsdependsonwheretheyareonthe

productawarenesscontinuum.

Coldtrafficisprobablyonlyawareoftheproblemtheyarefacing.Theydon’tknow

youoryourproducts,sotheyneedtostartatthefrontoftheValueLadderwitha

low-levelfunnel,likeaFree-Plus-ShippingorSelf-Liquidating-OfferFunnel.Thesefunnelsareproventoworkoncoldtraffic,peoplewhodon’tknowyouorthesolutionyou’reproviding.

Thesepotentialcustomerswillstarttowarmuptoyouaftertheystartgoingthrough

yourcommunicationfunnel—buildingabondwiththeAttractiveCharacter.Astheydo,youcanstartintroducingbiggerticketproductsthroughthefunnelsweuseinthemiddleoftheValueLadder.Iliketosellthesemid-pricedoffersusingaPerfectWebinarFunnel,InvisibleFunnel,orProduct-LaunchFunnel.Eachofthesetakesthetimetogointomore

detailaboutthesolutionyou’reprovidingwithyourproduct,sothesalesfunnelisalittledifferent.

Hottrafficalreadyknowsyou,likesyou,andtrustsyou.Theyknowyourproducts,so

it’stimetodirectthemtothebackendasyoufocusonthehighestlevelofserviceyoucanoffer.Becausetheseoffershaveagreaterprice,youprobablyaren’tgoingtobeabletoclosemanysalesusingonlinemethodsalone.Youneedtochangethesellingenvironment

andgettheprospectonthephoneortoaliveevent.MyfavoritefunnelformovingpeoplefromthecomputertothephoneistheHigh-Ticket,Two-StepFunnel.

Intheupcomingchapters,I’malsoincludingmyfavoritesalesscriptstohelpyouwritethesaleslettersandvideosyou’llneedtoincludeinyourfunnels.You’llwanttotweakthembyaddinginthedetailsforyourcompanyandyourmarket.Thinkofthesescriptslikeaframework—alltheelementsyouneedarethere,andyousimplyaddinthe

details.

Beforewegothroughthesefunnelsandscripts,thereareafewthingstokeepinmind:

1.

Thesefunnelsstartonthelandingpage.Theydonotcoverthetraffic

temperatureorthepre-framebridge.Theyarethesalesmechanismsdesignedto

moveapersonfrombeingacompletelyanonymousvisitortobecominga

payingcustomer.Trafficandpre-frameareimportantelements,too,sobesure

toconsiderthemcarefullywhendecidingwhichfunneltouse.

2.

Whenyou’rereadyto“ageandascend”customersonyourValueLadder,all

youhavetodoiscreateanewfunnel.Thepeopleyouageandascendwillnow

beconsideredwarmtraffic,soyoucantreatthemlikeoldfriendsandapproach

yourfunnelsfromthatperspective.

3.

3.Someofthesefunnelsandscriptsareshortandsweet.Someareverylongand

involved.Generally,thehigherupontheValueLadderyouare,themoreselling

youhavetodoandthelongeryourscriptwillbe.Although,ifyouhavehot

traffic,youcansometimesgetawaywithalessinvolvedscript.

THEBIGPICTURE

Fig12.3:Thecorefunnelmovespeoplefromthetrafficstageallthewayupthe

ValueLadder.

Beforewemoveontotheindividualfunnels,let’szoomoutandlookatthebigpicture,

howeverythingwe’vetalkedaboutsofartiestogether.Figure12.3showstheoverallframeworkofeachofourcompanies.

Trafficthatwecontrol,wedrivetoasqueezepage.Trafficthatwedon’tcontrol,we

drivetoablogwherethetopthirdofthepagecollectsemailaddresses.Assoonassomeonejoins,througheitherofthosesources,theybecometrafficthatweown,andwe

startsendingthemtheSoapOperaSequencesothattheycanbuildarelationshipwiththe

AttractiveCharacter.Whenthatsequenceisdone,westartsendingdailySeinfeldemails

tohelpthemascendthroughtheotherofferingsonourValueLadder.

Now,immediatelyafterapersonjoinsmylist,througheitherthesqueezepageorthe

blog,theyaretakentomyfirstfrontendoffer.ThisistheofferIusetoqualifymybuyers.

Thosewhopurchasethatproductwillimmediatelyseeafewpoint-of-saleupsells.

Afterthatinitialtransactionisover,myemailsequenceswillstarttoencouragepeopletopurchaseotherproductsastheyascendmyValueLadderandjoinmycontinuity

programs.IwillusedifferenttypesoffunnelstosellpeopledifferentproductsintheValueLadder.

Figure12.3showsyoutheoverviewofeverythingwe’vediscussedsofaratahigher

level.ThisishowIviewcompanieswhenIfirststartworkingwiththem.AfterIseewhatabusinesslookslikefromthishighlevelview,Icaneasilyseewhatisbrokenandthendiveintothespecificstogettheresultstheownerswantandneed.

Iencourageyoutotakewhatyou’velearnedsofar,alongwithwhatyouarecurrently

doinginyourcompany,andusethisimagetofindyourholes.Determinewhatyouneedto

changeorcreateinordertobuildyoursolidfoundation.

SECRET#13:

THEBESTBAIT

IhaveonelastthingtosharewithyoubeforeIgiveyouaccesstomysevenprovenfunnels.Ithinkifyouunderstandthisonecrucialconcept,itwillchangehowyoubuild

yoursalesfunnels.WhenIdiscoveredwhatIamabouttoshare,itliterallychangedmycompanyovernight.Iwentfrommakingaboutthirtythousanddollarsayearonlinetomakingoversevenfiguresinlessthaneighteenmonths.

THEONE-HUNDRED-VISITORTEST

BackwhenIwastwelveyearsoldandanewlyaddictedjunkmailcollector,Iremember

calling1-800numberseverydayandorderingfreeinformation.Itdidn’tmatterwhatthe

informationwasabout—itwasfreeandIwantedit.Freesamplesandfreetrialsareeverywhere,onlineandoff.Why?Becausetheyworklikecrazytogetpeople’sattention.

Humansjustcan’tresistthewordFREE.

Ifyouhaven’treadthebookPredictablyIrrationalbyDanAriely,Ihighlyrecommendyoupickupacopyandreadit.Inthisbook,theauthortalksaboutanexperimentstudyingtheeffectsofthewordfreeonbuyingbehavior.

Youcanreadabouttheentireexperimentinhisbook,buthere’stherelevantpartfor

thischapter:ResearchersofferedagroupofstudentsaLindtTrufflefortwenty-sixcents

andaHershey’sKissforonecentandthenobservedbuyingbehavior.Theyfoundthatabout40%ofparticipantswentfortheKiss,while40%chosetheLindtTruffle.Whenresearchersdroppedthepriceofbothchocolatesbyonecent,suddenly90%ofthestudentstookthefreeKiss,eventhoughtherelativepricebetweenthetwowasstillthesame.ResearchersalsorantestsinwhichtheyloweredthepricefromtwocentstoonecenttoseeifitincreaseddemandfortheKiss,butitdidn’t.Theyranothertestswheretheyloweredthepricefromfreetonegativeonecent,buttheystilldidn’tseeanychangesinbuyingbehavior.Theyranthissameexperimentoverandoveroncollegestudents,children,olderadults,andmore,yettheresultsstayedthesame.Therewaspowerinfree!

Ithoughtthatwasaprettycoolconcept,anditgotmeexcitedtoimplementthisconceptinmycompany.Iaskedmyself,HowcanIoffersomethinginmybusinessforfree?Ifeveryoneinmyindustryormytownisofferingdiscountedproducts,butIcanoffermineforfree,suddenlythemajorityofpeoplearegoingtochooseme.So,howcanIstructuremyoffertogivesomethingawayforfree?

IstartedtryingthingsoutandtestingtheresultstoseewhichoffersIcouldgiveaway

togetthebiggestresponse.

Eventually,Icameupwithmyownexperimenttotesttheeffectsofoffering

somethingforfree.IcallitmyOne-Hundred-VisitorTest.Iranitmanytimesindifferentenvironmentswithdifferenttargetaudiencesandproducts,andtheresultswereprettyconsistentinalmosteverytestweran.Whileweranthistestwithhundredsofthousands

ofwebsitevisitors,Ibrokeitdownandsimplifiedthefindingstoshowwhatourcorenumberslookedlikeforeveryhundredvisitorswesentthroughthistestfunnel.

Here’showitworked:Isentonehundredpeopletoawebsitewheretheycouldpurchaseaproduct.Theproductwasofferedfor$197.Wepaidatalentedcopywriterand

testeddifferentpitchesuntilwegotahigh-convertingpage.Afterallthetestingandtweaking,wewoundupgettingabout1%ofcoldtraffictoconvertandbuytheproduct.

So,foreveryonehundredvisitors,wemade$197,andwegotonenewcustomeronour

list.Mostmarketerswouldconsiderthatresultaboutaverage.

Thenwestartedshiftingthingsaroundandexperimentedwithofferingsomethingfor

free.Wewantedtoseehowthisnewofferwouldchangethemetricsandourincome.So,

wesplinteredoffoneofthebestpartsofourproductandputitintoaformwecouldshiptoourcustomersforfreeifthey’dhelpcovertheshippingcosts.WeofferedtoputthisinformationonaCD,aDVD,orabook.Afterpeoplesignedupforthefree-plus-shipping

offer,thenwe’dimmediatelyupsellthemonthesame$197productweweretryingtosell

before.IfiguredIwouldlosemoneybecauseIwasmakingpeoplepullouttheircreditcardsandbuythefree-plus-shippingofferbeforetheyevensawthe$197offer.Imean,ifonlyone-tenthofpotentialcustomerseverevensawthe$197offer,logicallyIshouldmakelessmoney,right?

Here’swhathappened:Wesentpeopletothewebsite,andonaverage,awhopping8%ofpeoplepurchasedthefree-plus-shippingoffer.(Remember,that’supfrom1%ontheoriginalpage.Andthefree-plus-shippingpageneededalmostNOcopytosell,whereasontheoriginal$197page,wehadtoinclude

reallyconvincingtexttopersuade

peopletobuy.)

Now,thisiswherethemagichappens.BecausethecustomerhadALREADYpulleda

creditcardoutoftheirwalletandmadeacommitmenttowardstheconceptwewereselling,about25%offree-plus-shippingcustomersboughttheupselloffer.Thatmeanswe

made$394peronehundredvisitors,andwegoteightnewbuyersonourlist.Ialmostdoubledmymoneyandgotseventimesmorecustomersbyaddinginafree-plus-shippingoffer!Prettycool,huh?

Idon’tknowwhatitisaboutbuyerpsychology,butonceyougetsomeonetosaythe

firstyes,it’ssomucheasiertogetthesecondyes.It’saslipperyslope.Yougetthemstartedbysayingyestoasmallthing,thentheyaremuchmorelikelytosayyestoalargerthinglater.

Peopleaskmeiftheycanjustsell(orjustgiveaway)adigitalproductinsteadofthe

free-plus-shippingoffer.Theanswerisyes,youcan,butyouaremissingoutonsomeverypowerfulthings.Iliketomakethefreeofferphysicalbecauseitgivesmetheabilitytousethewordfree,whilealsorequiringtheinterestedcustomertopullouttheircreditcardtopayforshippingandqualifyasabuyer.IfIdecidetosellthisasadigitalproductforasmallprice,thenIlosethepoweroffree.AndifIjustgiveitawayfreedigitally,thenIlosethepowerofqualifyingthebuyerwhentheypaytheshippingcosts.Ialsolosetheabilitytodoaone-clickupsellonthenextpage.Doesthatmakesense?

Overtheyears,thisconcepthascontinuedtoevolve,asyou’llseeinthecomingchaptersshowingyouthefunnels.Myteamstartedaddingmultipleupsellsaftertheinitialfree-plus-shippingoffer,andwesawahugeincreaseinrevenues.Wealsocreatedsalesscriptsthatworkalmostuniversallyacrossmostofthemarketswe’vetestedthemin.

You’llgettolearnmoreaboutthosefunnelsandscriptsandtheevolutionofourprocessinthenextsectionofthisbook.However,thebiggestadvancementwestumbleduponwastheorderformbump.Letmeexplainhowitworks.

THEFREE-PLUS-SHIPPINGORDERFORMBUMP

Aftermanyinitialtests,westartedtestingourfree-plus-shippingconceptagainstourthirty-sevendollarproducts.Whatwefoundissosimple,yetithasbeenoneofourbiggestsecretstoincreasingourfrontendrevenuewithalmostnoeffort.

Wetookourthirty-sevendollarproductsandtestedthemagainstafreeCD—asimple

audiorecordingteachingoneofthemostexcitingconceptsfromtheproduct.Westarted

drivingtraffictobothlandingpages,andwefoundthat,onaverage,wecouldgetabout

threetimesasmanycustomerstopayshippingforthefreeCD.

So,wehadthreetimesasmanycustomersfollowingthe“free”routeandthatmeant

threetimesasmanypeoplewerenowseeingourupsellpath.Butweweremissingouton

gettingourforty-sevendollarproductintothehandsofourcustomersandlosingtheextraup-frontrevenuefromthisfrontendproduct.Inotherwords,weweregettingmorefrontendcustomers,butouraveragecartvalue(howmuchmoneyyouaveragefromeach

personwhogoesthroughyourfunnel)waslower,makingourrevenuecomeoutaboutthe

same.

Fig13.1a:Orderformbumpstakeaboutfiveminutestoimplementandcan

dramaticallyimproveyourbottomline.

Andthat’swhenwediscoveredtheorderform“bump.”WefoundthatbyaddingasmallboxontheorderformAFTERsomeonefillsintheircreditcardinformation,butBEFOREtheyclickonthesubmitbuttonworkedmiracles.Thesmallboxofferedtoadd

thethirty-sevendollarproductontotheorder.Wewoundupwithanaverageofabout34%ofourcustomersaddingthethirty-sevendollarproducttotheirorder!

Thismeantthatbyusingafree-plus-shippingoffer,weimmediatelygotthreetimesas

manycustomers,andbyaddingtheforty-sevendollarorderformbumpoffer,wewerealsoabletogetaboutoneoutofeverythreepeopletoalsoorderthemoreexpensivefrontendproduct.ThisnewtacticgaveusalmosttheEXACTsamefrontendrevenue,but

itbroughtthreetimesmorepeoplethroughourupsellflow.

Thislittlesecrethasallowedustospendmorethanourcompetitorsinalmostevery

marketwe’veeverentered.Evenifyoudon’tuseafree-plus-shippingofferonyourfrontend(andIthinkyou’recrazyifyoudon’t),addingthisorderformbumptoeveryorderformwilldramaticallyincreaseyourcartvaluewithalmostzeroeffort.

DOTCOMSECRETSLABS

Fig13.2:Thisisarealexampleofafree-plus-shippingoffer“wemadeonmy

book108ProvenSplitTestWinners.

Let’slookatareal-worldexampleofthefree-plus-shippingprinciplesinaction.Onthepageshowninfigure13.2,peoplecangetafreephysicalbooktitled108ProvenSplitTestWinners.It’soneofthebestproductsI’veevercreated,andIwasoriginallygoingtocharge$997forit.Butafterfightingwithmyselfforafewweeks,Ifinallydecidedtofollowmyownadvice.InsteadofchargingtheamountIthoughtitwasworth,Iresolved

togetitintothehandsofasmanypeopleaspossible.SoImadeitafree-plus-

shippingoffer.IknewwhenIcreateditthatanyonewhogotthisproductintheirhandswouldbearavingRussellBrunsonfanfortherestoftheirlifeandwouldwanttoascendmyValue

Ladder.Ontheorderformweaddeda“bump”forourConversionKrushertemplatefor

justthirty-sevendollars.Thenaftersomeonepurchasedthebook,ourfirstupsellwasourInstantTrafficHacksproductfor$197,oursecondupsellwasmyPerfectWebinarproduct

for$297,andourlastupsellwasmyHigh-TicketSecretsprogramfor$997.Westartedto

drivetrafficto“sell”myfreebook,andtheresultsthatcamebackwereamazing.Foreachfreebookwegaveaway,weaveragedaboutsixty-sixdollarsinimmediaterevenuefromtheupsells!

Withnumberslikethat,justthinkhowmuchmoreIcanspendtoacquirecustomers.

Andonceweacquiresomeoneasacustomer,wecontinuetoleadthemupourValueLaddertootherproductsandservices.Sotherevenueonlycontinuestogrow.

HOWDOESTHISWORKIFYOU’REAN…

Author,Coach,orConsultant:Thinkofthemostamazingresultsyoucouldgetforyourclients,theonethingthatwouldreallysolvetheirbiggestproblem,andputtheinformationintoabook,CD,orDVD.Youmayhesitateandfeelsomeresistancetothis

suggestion.Manypeoplethink,Ohno,Ican’tgivethataway…it’smysecretsauce!Trustme.Giveitawayforfree,andyou’llreapthebenefitsonthebackend.

eCommerceBusiness:Tailorthisconcepttoyourspace.Forexample,ifyou’resellingsomethinglikebirdcages,youcouldgiveawayaCDtitledHowtoTeachYourParrottoTalk.Or,maybeyousellcustomsuits;youcouldofferfreecufflinks.Seehowthisworks?

NetworkMarketer:Forthisniche,youcouldcreateaCDorDVDshowingyoursecretmethodoffindingleadsorconvertingthemintodistributors.Youcanthenusethisbaittoattractpeoplewhoarealreadyinterestedinnetworkmarketingandwhoyouknow

willmakegreatdistributorsforyourteam.

AffiliateMarketer:CreateyourowninformationalCDorDVDtogiveawayandbuildyourownlistandthensellotherpeople’soffersonthebackend.Youcaneveninterviewsomeonewithmoreknowledgeabouttheindustryforyourfree-plus-shippingoffer.

OfflineBusinessOwner:Thinkaboutyourbusinessandtheproblemsyouhelptosolve.Figureoutthebiggestproblemforyourpotentialcustomersandshareyourunique

solution.RecordthatsolutiononaCDorDVDandgiveitawayasafree-plus-shipping

offer.Orfindaphysicalproductyoucanofferforfree-plus-shipping—anythingthatwill

attractconsumersandgetbuyersintoyourValueLadder.

Let’sReview:Thesecrettoconvertingcoldtrafficisleveragingthepoweroffree.

Whateveryou’resharinginyourfree-plus-shippingoffer,itcan’tbeboring,generalknowledge.Ithastobeunique,sexy,orfun—themoreunique,thebetter.Usingfree-plus-shippingoffersisthefastestwaytoqualifyyourbuyersandgetpeopleintoyourValueLadder.Remember,ifsomeoneisn’twillingtopulloutacreditcardandpayafewbucks

forshippingonyourproduct,thentheyprobablyaren’tgoingtobuyyourotherproducts

either.

UpNext:Nowthatwe’vecoveredallthestrategybehindValueLaddersandhowto

turnthoseintosalesfunnels,wouldyouliketoseethesevencoresalesfunnelsweuseinourcompanies,aswellastheexactscriptsweusetoselleachofthoseproducts?Inthe

nextsection,Iwillberevealingthenutsandboltsbehindbuildingyourwinningcampaigns.

SECTIONFOUR:

FUNNELSANDSCRIPTS

IMPORTANTNOTE

Beforewestartthissection,Iwanttopointoutthateachofthesefunnels,andtheiraccompanyingscripts,serveadifferentpurpose.IuseallofthematdifferentpointsinourcompanyandatdifferentlevelsofourValueLadder.Ialsowanttomentionthatboththe

salesfunnelsandthescriptsarejustaframeworkthatformastartingpoint.Oncewegetthebasicframeworkofafunnelworking,weaddonothercomponentstogrowitintoa

larger,morecompletesalesfunnel.Forexample,fortheFree-Plus-ShippingFunnelIdescribedinthelastchapter,weaddedanorderformbumpaswellasthreeupsellsoronetimeoffers(OTOs)tobuildthefinalfunnel.

ThescriptsI’mgivingyouinthissectionarealsojustaframework.Youneedtoadd

inyourpersonality,theelementsofyourAttractiveCharacterthatwillmakethesestaticscriptscometolife.Sousethesefunnelsandscriptsasthestartingpoint,butdon’tbeafraidtotweakthemforyourcompany’sneeds.

OneofthebiggestquestionsIgetaboutfunnelsisthis:HowintheworlddoIactuallybuildtheseoutsotheyallflowtogetherthewaythey’resupposedto?Idon’twantthetechnologyfactortogetinthewayofimplementingwhatyou’velearnedinthisbook.

EachofthefunnelsI’mabouttoshowyoucaneasilybebuiltoutinClickFunnels.com.Insection5,youwillgetafulltutorialonhowtouse

ClickFunnelstobuildoutthesefunnels.

FRONTENDFUNNELS

FUNNEL#1:

TWO-STEP,FREE-PLUS-SHIPPING

TheTwo-StepFunnelworksreallywellforthefree-plus-shippingofferswediscussedearlier.ThefirstpagetypicallyhasavideousingtheWho,What,Why,Howscriptyou’ll

seebelow.Thenthepageasksvisitors,“WhereshouldIshipthis?”Theyfillouttheshippingaddressform(that’sstepone)andthenmoveontosteptwowheretheyfillincreditcardinformationfortheshippingandhandlingcharge.It’simportantthatyoumentiononthefirstpagethatthebuyerswillbechargedforshippingandhandling.

Otherwise,it’sveryunethical,andyou’llupsetyourcustomersbeforetheyevenhaveachancetogetintoyourValueLadder,whichisneveragoodidea.Aswementionedbefore,addinganorderformbumponsteptwoisagreatwaytoincreasefrontendrevenues.Now,noteveryonewhofillsoutsteponewillfilloutsteptwo,soIcapturetheemailaddressonthefirststep.Thatway,Icanfollowupwiththemlaterandaskthemtogobackandfillouttherestoftheform.

Afterthevisitorsfilloutthesecondstepandclickthesubmitbutton,youtakethemto

aspecial,one-timeoffer(OTO),whichpresentsanopportunitytoupgradethe

order.I’ll

explainthepsychologybehindhowtostructureyourofferfortheOTOswhenIsharewith

youthesalesscriptweuse.Figure14.1showsoneOTO,butoftenwe’llhavetwoorthree

upsellsanddownsellsinourfunnels,soyoudon’thavetolimityourselftojustoneadditionaloffer.

Thepsychologybehindthisfunnelisamazing.Peoplearemorelikelytofilloutthe

firststepbecausetheydon’tseealongformaskingforcreditcardinformation.Thenoncetheydogettothecreditcardform,theykeepfillingitoutbecausetheirbrainsarealreadycommittedtotheprocess.Interestingly,Ioftenfindconversionstobehigheronstepone

thanonaregularemailsqueezepage,eventhoughI’maskingforanentireshippingaddressinsteadofjustashortemail.Thisisprobablybecausereceivingsomethingphysicalinthemailhasahigherperceivedvaluethanreceivingdigitalinformationviaemail.

Youcanseealiveexampleatwww.DotComSecretsBook.com/resources/cfdemo.

THEWHO,WHAT,WHY,HOWSCRIPT

ThisisthescriptItypicallyusewiththeTwo-StepFunnel.Inexpensiveofferslikefree-plus-shippingitemsusuallydon’trequirealong,involvedsalesletter.Youneedtohitthemainsellingpointsandbuildcredibilityasquicklyasyoucan.Justcreatealittlevideo,answeringthesefourquestions,andmaybeaddinatextversiononthepage.Presentstep

oneontheorderform,andyou’reallset.Thisisashortandsimplescriptthatanswersthemainquestionslikelyontheprospects’mindsastheylookatalow-endoffer.

Who:Whoareyou?Introduceyourselfverybriefly.

“Hi,I’mRussellBrunson,founderofDotComSecrets.“

What:Whatdoyouhave?Introduceyourproductorofferbriefly.

“I’vegotafreeDVDthat’sgoingtoshowyou_________________.”

Why:Whydotheyneedit?Explainthebenefitsoftheoffer.

“Ifyou’vebeenstrugglingwith_,thenyouneedthis

DVDbecauseitwill___________.”

How:Howcantheygetit?Walkthemthroughtheorderprocesssotheyknowwhat

toexpect.

“Justfillouttheformonthesideofthispage.Letmeknowyourshippingaddress,andI’llsenditoutrightaway.“

TheCatch:Tellthemwhyyou’reofferingthisproductforsuchalowprice.People

alwaysthinkthere’sacatch.Soinsteadofavoidingthetopic,letthemknow,inclearterms,thatthereisnocatch.

“There’snocatch.I’mdoingthisbecause___________.AllIneedforyoutodo

istohelpwithshippingandhandlingcharges.”

Urgency:Explainwhytheyshouldorderthisproductrightnow.

“Ionlyhaveaverylimitednumberofcopies,sodon’tbeleftbehind.”

“Thisofferendsatmidnighton___________.Don’twait.“

Guarantee:Reverseanyriskinorderingtheproduct.

“Ifyoudon’tloveit,I’llrefundyourmoney,andyoucankeeptheDVD.”

Recap:Remindthemwhattheyaregettingandwhy.

“Onemoretime,here’swhatyou’regetting:__.”

Let’sReview:TheTwo-StepFunnelisgreatforconvertingcoldtrafficandgettingavisitortoqualifyasasubscriberandbuyer.Thesalesprocessisshortandsweetbecauseyou’resellingsomethingatthelowendofyourValueLadder.

UpNext:Now,aftertheyhavemadetheinitialpurchase,useadifferentscriptto

sellthespecial,one-timeoffer.Let’slookatthatscriptnow.

THEOTOSCRIPT

OTOstandsforOneTimeOffer.It’saspecialofferyoumaketopeoplewhojustpurchasedaproductfromyou.WeusethisscriptfortheOTOonallofouroffers(notjusttheTwo-StepFunnel),soknowthatyoucanandshouldusethisscriptforanyupsellsituation.Inthepast,IwouldtrytousealongersalesprocessintheOTO,butIneverhadgreatconversionswiththelongerversion.Itwasn’tuntilmyteamwroteourscriptsothatthefocusismoreonconfirmingtheinitialpurchaseandthenquicklyconvincingthemto

saythesecondyesthatwesawdramaticallybetterresults.UsuallythisOTOvideoisonly

threetofiveminuteslong,yetitwillclosepeopleonpricepointsfromninety-sevendollarstotwothousandormore.

Now,oneofthekeysyouneedtounderstandbeforeyouusethisscriptishowtostructureyourOTO.Gettingthesecondyesis80%offerstructureand20%script.Sohere

areafewguidelinestomakesureyoustructuretheoffercorrectly.

Rule#1:Don’tSellMoreoftheSameThing.Thisisthebiggestmistakemostentrepreneursmakewhenitcomestoupsells.Theytrytosellmoreofwhatthecustomer

justbought.Instead,ifthecustomerboughtanebooktitledHowtoLoseWeightbyJuicing,yournextoffershouldn’tbeanotherjuicingproduct.Inthevisitor’smind,hehasalreadyscratchedthatitch,soofferingmoreofthesamerarelyworks.

Rule#2:Don’tSellaRandomProduct.Thenextworstthingtosellingmoreofthe

sameistosellarandom,unrelatedproduct.Iseethisallthetime.Yet,ifthereisnologicalconnectionbetweenthefrontendproductandtheupsells,youwillkillyourconversions.

Rather,structureyourupsellofferinoneofthesethreeways:

SampleStructure#1:TheNextThing.Thisismyfavoritewaytodoupsells.Ifaguyjustpurchasedyourbook,HowtoLoseWeightbyJuicing,whatisthenextlogicalproductheneedstobuyfromyoutoreachhisgoals?Hejustsecuredawaytolearnhow

tojuice(sothatitchisscratched).Butrememberthatheisjuicingtoloseweight.So,outsideofjuicing,whatelsewillhelphimtoaccomplishhisweight-lossgoal?Isitaweight-trainingmanual?Wouldhebeinterestedinacardio-relatedproduct?Thosetypes

ofofferswillconvertwellbecauseit’sthenextthingthenewcustomerneedsinordertoaccomplishhiscoregoal.ThisiswhatmyteamdidonthebackendofourDotComSecretsLabsbook.ThefrontendproductsoldconversionsecretstoabuyerobviouslyinterestedinInternetsales,sothetwoupsellswererelatedtotrafficandthensales.

SampleStructure#2:DoItFaster.Ifyouhaveaway,atool,atechnique,orasoftwareprogramthatcomplementstheinitialofferandhelpsthecustomergetresultsfaster,thenthe“Do-It-Faster”upsellistherighttypeofoffer.TheonekeypointtorememberisyoudoNOTwanttosaytheinitialprogramwon’tworkwithoutthisupsell.

Thereisnobetterwaytoupsetyournewcustomersthantotellthemthatwhattheyjust

boughtfromyouisincompletewithoutbuyingmore.

SampleStructure#3:NeedHelp?Thistypeofupsellpushespeoplefartherupyour

ValueLaddertoyourhigh-endoffers.Itpresentsawaytogetspeciallytailoredinsightfromyou.Hereweareaskingthebuyersiftheywanthelpimplementingwhattheyjustpurchasedonthefrontend.

Nowthatyouunderstandprovenwaystostructuretheupsell,letmeshowyouhowto

usetheOTOscript.Belowisapatternofdialogueyoucanusetocreateyour

ownOTO

script.Whileyoushouldtweakthelanguagetomatchyourindividualoffer,trytofollow

theorderIhaveprovided.Ialreadyorganizedthecrucialelementsforyou,starttofinish.

ConfirmInitialDecision:It’simportanttoputanypossiblebuyer’sremorsetorestbyreinforcingthedecisiontopurchasetheinitialoffer.It’salsoimportanttomakesureyoukeepan“openloop”atthisstage.Weusedtosaythingslike,“Congratulations,your

orderiscomplete,”beforewemadetheupselloffer,butthislanguageclosedthesalesloop.Theprospect’sbrainwasthinking,I’mfinished,anditwashardtogetthatsecondconversion.Butoncewechangedthatlanguageto,“Wait!Yourorderisnotyetcomplete,”

thesalesloopremainedopen,andourconversionswentup.Why?Because

subconsciouslythereaderwasstillopentobeingsoldonsomethingelse.Prettycool,huh?

Congratulationsonpurchasing____________.Yourorderisnotquitefinishedyet.

Smart=>Why:Tellthebuyerhe’smadeagreatdecisionbymakingthefirstpurchaseandwhy.

You’vemadeasmartchoice,andhere’swhy…

Youorderedthisbecauseyouwanted__________,andthat’sexactlywhatit’sgoing

todoforyou.

3x2xQuestion:Askthebuyerifhe’dliketospeeduphisresults.Howwouldyouliketogetthreetimestheresults,twiceasfast?

Howwouldyouliketoget___________(results)in___________(time:daysor

weeks)?

Exclusive:ExplainwhythisOTOisnotforeveryone.

ThisofferisNOTforeveryone.We’reonlymakingitavailabletoyoubecauseyouprovedyou’reanactiontakerwhenyoutookadvantageof____________(initialoffer).SoI’mgoingtomakeyouaspecial,one-timeofferthat’sonlyavailablerighthere,rightnow.

Results,Fast,Speed:ExplainthatthisOTOwillcomplementtheoriginalpurchasebydeliveringbetterresults,faster.

WhatI’mgoingtosharewithyourightnowwillhelpyoutogettheresults(fillintheresultsthecustomeriswanting)you’rewantinginhalfthetime.

TheOneThing:HereyouneedtofindtheOneThinginyourproductthatisthekey

tothebuyer’ssuccess.Thispartisoftentrickybecauseitistemptingtoexplaineverythingabouttheoffer.Butifyoudothat,youwillkillthesale.YouneedtofigureouttheOneThingthatisthemostvaluableandwillyieldthebestresults.Forexample,inmyOTO

sellingmy“PerfectWebinar”system,Ihaveovertwenty-fourhoursofvideos.Butinstead

oftellingthebuyerseverythingtheywilllearn,Ifocusononething,aspecialclosethevideodemonstratescalled“TheStack.”Iexplainwhatitis,howmuchmoneyithasmade

me,myresults,andwhattypeofresultsthebuyercanexpectfromthis“OneThing.”

Ihaveanotherproductcalled___________.Idon’thavetimetogoovereverythinginsideoftheproductbecausewecouldbehereforhours,butoneofthestrategiesinsidethatwillgiveyoutheresultsyou’relookingforFASTis___________.Letmeexplainto

youwhatitisandhowitcanhelpyou.(Insertexplanation.)AndthatisjustONEofthe

thingsthatyou’lllearnwiththisproduct.

FuturePacing:Helpthebuyerimagineachievinggoalsfasterandwithgreaterease.

Canyouimaginewhatyourlifewillbelikewhenyouhave___________(theOne

Thing)?

CalltoAction(CTA):Tellthebuyerhowtoorderthespecialoffer.Soclickthebuttonbelowrightnowtoadd__________toyourorder.

Guarantee:Reversetheriskhemaybefeelingwithaguarantee.Iguarantee___________or___________.

ValueStacking:Addinvaluablebonuses.Here’satrickforcreatingbonuses:takethemostvaluablepartofyourproduct—thethingpeoplewantMOST—pullitout,andofferitasafreebonus.Peoplecan’tresistgettingthethingtheywantmostofallfor

“free.”

Ifyouactnow,you’llalsoreceive___________,(worth$_______),forFREE.

And____________.(worth$________),forFREE.And__________,(worth

$_______),forFREE…

Scarcity:Givethemareasontoorderrightnow!Makethisatrulyone-timeoffer.

This___________(productname)isavailableonmywebsitefor___________

(higherprice).Butrightnow,youhavethisONECHANCEtogetitforonly_.Thisone-

timeofferisonlyavailablerighthere,rightnow.Whenyouleavethispage,it’sgoneforever.

SecondCTA:Repeatyourcalltoaction.

Don’tmissyourchanceto_________fasterandeasierthanever.Clickthebuttonnow.

TestimonialRush:Addintestimonialsaboutyourproduct—moreisbetter.

Don’tjusttakemywordforit,takealookatwhatothersaresaying…

That’stheframeworkfortheOTOscript.Now,justliketheotherscripts,thisisaguidetoshowyouthepathyouneedtoleadyourcustomersdowntoputtheminastate

wheretheywillpurchase.Youhavesomefreedomtoaddinyourownpersonality.

Remember,yourAttractiveCharacterisessentialtomakingthesescriptscometolife.So

usethescriptasaguide,butinsertyourownpersonalityformaximumconversions.

FUNNEL#2:

SELF-LIQUIDATINGOFFER

Typically,weusetheSelf-LiquidatingOffer(SLO)Funnelwhenwearetryingtosellaproductthat’spricedanywherefromtwenty-seventoninety-sevendollars.Themaingoal

istohavethisfrontendproductcovertheexpensesofbuyingtraffic.Youhopetobreakeven.Thatiswhywecallita“self-liquidatingoffer”—becauseifyou

structureitright,youwon’thaveanytrafficcosts,andyourupsellsbecomepureprofit.Ingeneral,afree-plus-shippingofferwilllosemoneyonthefrontendoffer,butwillusetheupsellstobreakevenorevenmakeaprofit.Incontrast,SLOsshouldbreakevenbeforeanyupsells.

First,you’regoingtoattractpeoplewithafreevideo,report,ebook,orotherleadmagnetonyoursqueezepage.Typically,my“bribe”togetthemtogivemeanemailaddressissomethingthatI’mgoingtoshowthemonthenextpageinavideoorasales

letter.Then,oncethevisitorssubscribetoyourlist,theylandonyourSLOpage,which

sellsyourcoreoffer.Thisisgenerallyavideooralong-form-textsalesletter,presentingyourSLOusingtheStar,Story,Solutionscriptdescribedbelow.Becausethepricepointissomuchhigherthanafree-plus-shippingoffer,younormallyhavetousealongerscripttogetyourvisitorscomfortableenoughtomakeapurchasingdecision.ThatiswhattheStar,Story,Solutionscriptdoes.Ontheorderform,youcanaddanorderform“bump,”andthentakethemintoyourOTOsequenceusingthesameOTOscriptIgaveyouearlier.

IlovetheStar,Story,SolutionscriptbecauseithelpstointroduceyournewvisitorstoyourAttractiveCharacterwhileyouaresellingthemyourproduct.

STAR,STORY,SOLUTIONSCRIPT

Ididn’tinventtheconceptoftheStar,Story,Solutionscript.IfirsthearditwhenIwasinterviewingaguywhohadmadeonemilliondollarsintwenty-threemonthssellingsupplements.Hesaidtherewasascriptheusedtosellallofhisproducts.Thescriptformulawassosimple!First,youneedastar(IcallthispersontheAttractiveCharacter),thenyouneedastorythatagitatesaproblem,andfinallyyouneedtoprovideasolution

(yourproduct).

Ithoughtitwasapowerfulformat,butittookmealmosttenyearstofigureouthow

toframeeachsectionofthescript.AfterIfiguredouthowtoleadaprospectthrougheachsection,Iwasabletobuildoutaframeworkthatmycompanies(aswellashundredsofourclients)useoverandoveragain.

Sometimesit’seasytofeeloverwhelmedwithallthepiecesinthisscript—thereare

forty-four!Buttakeitonepieceatatime,andyou’llbefine.Eachpiececanbeasshortasasentenceortwo,whileothersmightbelongerasyoufindplacestointerjectyourtruestories,whichdefinetheAttractiveCharacter.Justthinkoftheforty-fourpiecesasstepping-stonesalongthepathtothesale.Youcanwriteasmuch—oraslittle—asyoulikeforeachpiece.Ifyoufollowthescript,you’llhaveagreatsalesletterbythetimeyougettotheend.Let’sgothroughthescriptsforallthreesections:star,story,andsolution.

SECTION1:STAR

1.PatternInterrupt:Thisisusuallythefirstthingprospectssee.It’simportanttograbtheirattention,getthemoutoftheircurrentenvironmentoractivity,andsuckthemintoyoursalescopy.Thisisn’talwayseasytodo!Butusingapatterninterrupthelps.Here’sanexampleofasuccessfulpatterninterruptweusedforourpornographyaddictionproduct:

Ithappenedagain,didn’tit?Toyou…orsomeoneyoulove.

Iknowyourstory…

Everyone’ssituationisdifferent,buttheresultsareusuallythesame…

Oftenthe“core-desirequestions”insteptwocanalsoworkasmypatterninterrupt.

I’veseenalotofpeoplewhowillstarttheirsalesvideosshowingastrangepictureofanunusualobject,andthensaysomethinglikethefollowing:

“Whatdoesthisstrangeturtlehavetodowithyour_?I’mgoingtoshowyouinthis

video,butfirst…”

2.Core-DesireQuestions:Throughaseriesofquestions,yougetprospectsthinkingaboutthethingstheydesiremost.Thesequestionsmovethebraintothetopicyouwanttodiscuss,whichistheoutcomeorresultstheywishtheycouldachieve.Here’sanexample

ofcore-desirequestionsfromoneofmyListHackingproducts:

I’vegotaquickquestionforyou…

Haveyoueverwantedtoworkfromhome?

Ownyourownbusiness?

Comeon…youknowyouwantthatlifestyle…theonethateveryonetalksabout…

Whereyoucanworkfromhomeinyourunderwear…

Oronabeachwithyourlaptop…

3.AgitatePastFailures:Ifprospectsaretakingthetimetoreadyoursalesletter,chancesareprettygoodthatthisisn’tthefirsttimethey’vethoughtaboutsolvingthisproblem.Iftheyalreadyhadthedesiredresults,theywouldn’tbesearchingonlineorclickingadsforyourproduct,wouldthey?So,youalreadyknowthey’veprobablytriedto

achievetheresultandfailed.Thispartofthesalesletteragitatesthatfailureintheirbrains.

Here’sanexample:

So…whyhasn’tithappenedforyouyet?

Comeon…admitit.

Thisisn’tthefirsttimeyou’vebeenlookingforaprovenwaytomakemoney…isit?

Whenisityourturn?

4.BigPromise/theOneThing:Here’swhereyouintroduceyourbigpromise,theOneThingyou’regoingtofocusonfortherestofthesalesletter.

Whenyouwatchthisvideototheend,you’regoingtodiscover___________.

5.IntroducetheStar:Rightafteryouintroduceyourbigpromise,youwantto

introducethestarofthestory.ThestaristheAttractiveCharacter.IusuallyusethereluctantheropersonaasmyAttractiveCharacter’sidentity.Butrememberyoucanusetheleader,theadventurer,thereporter,oranyotherarchetypeyouthinkworksforyourproductandyourmarket.

Hey,mynameisRussell.Andafewyearsago,Iwasjustlikeyou…

SECTION2:STORY

Nowit’stimetotransitionintothesecondsectionofthesalesletter,yourAttractiveCharacter’sstory.Ifyou’vealreadywrittenyourSoapOperaSequence,thissectionwillseemveryfamiliar.

6.HighDrama:Wheneveryou’retellingastory,youwanttostartatthepointofhighdrama.Don’tstartwith,“Well,Iwokeupandhadeggsforbreakfast…thenIgotdressedandwenttowork…blah,blah,blah.”Dostartwith,“Thegunwasinmyface.I

wasstaringdownthedarkbarrel,andIcouldseethebulletinthechamber.Myheartpoundedinmyears,andriversofsweatstreameddownmyface…”

Thinkaboutyourfavoritemovies.Dotheystartattheverybeginningofthestory,waybeforethemaineventoccurs?Probablynot.Agoodmovie,likeagoodstory,startsatthepointofhighdrama.Thesameworksforyoursalesletters.PresentyourAttractiveCharacteratamomentthatispowerful,dramatic,andcompelling:

Icrawledoutfromundermydesk,almosthittingmyheadasIgrabbedthephone

…

“Hello,”Imuttered.

“WHATTHE#@%#^$@AREYOUDOING!?”respondedthestrangerontheother

line.

Confused,Iaskedhimwhathewastalkingabout.

“Inthepastsixhours,wehavereceivedoverthirtyspamcomplaintsfromYOURIP

address…Russell,you’reaSPAMMER,andwe’reshuttingoffyourInternetaccess.”

“What!?”

Iwassoconfused…

IgotalumpinmystomachasIhungupthephoneandrealizedthatInowhadtoexplaintomynewwifeofjustsixweeksthatI’mthereasonourInternetisshutoff.

7.BackstoryWALL:Nextyouwanttofillinthebackstorythatleduptothepointofhighdrama.Howdidyou,oryourAttractiveCharacter,getthere?It’simportantthatthe

featuredcharactereventuallyhitawall,apointwherehewascompletelystuck.This,by

theway,iswhereyourprospectsprobablyarerightnow.Theyhavelikelytriedtomake

moneyonlineorloseweightorgetwhateverresultyou’repromising,buttheycan’tseem

togettheresulttheywant.Itfeelshopeless.

Yousee,justsixhoursearlier,Ihad“officially”startedmynewbusinessasanemail

marketer…

OrsoIthought…

Ihadbeentryingtolearnonlinemarketingforalmostayearnow,andIkepthearing

peopletalkabouthowtheMOSTIMPORTANTthingyoucanhaveis…

Yourownemaillist.

Itmadetotalsensetome.

Ididthemath.IfIhadtenthousandpeopleonmyemaillist,andIwassellingafive-

dollarproduct,thenIONLYhadtoget1%ofthemtobuy…

Inordertomakefivethousanddollars…(1%of10,000was1,000peoplex$5=

$5K)

Itmadetotalsense…right?

AndIsawothersdoingit.AllIneededwasanemaillist.

Ijusthadnoideahowtogetone…

8.IdentifytheProblem:Nowrevealtheproblem.LetthemknowwhyyourAttractiveCharacterwasstuck(whichisalsoprobablythereasontheyarecurrentlystuck).Infact,themorecloselyyoucanrelateyourAttractiveCharacter’sproblemtothereaders’problems,thebetter.

TheproblemIhadwas_______________.

9.EpiphanyORDeclarationofIndependence:OncetheACpinpointstheproblem,

it’susuallynotlongbeforetheyhaveanepiphanyordecidetomakeamajorchangeintheirbehaviorormindset.Forexample,yourAttractiveCharactermighthaveanepiphany

thattomakemoneyonline,hehastobuildalist.Orinordertoloseweight,hehastochangehiseatingbehavioronceandforall.

Andthat’swhenIhadmybig“Ah-ha”moment…

That’swhenIdecidedIHADtomakeachange.

10.YourPathtoFindingtheUltimateSolution:Takethereaderalongyourjourney.Describesomeofthedifferentthingsyou,oryourAC,triedbeforeyoufoundsuccess.

So,firstItried______________.Thatdidn’tworkatall.

ThenItried___________,anditwasalittlebetter…

11.FirstSignofSuccess:Letthereaderseeyoustarttosucceed.Someofyourprospectsmightbeexperiencingthisfeelingatthemoment;theymightberightonthecuspofearlysuccess.Youwantthemtoseeyougothroughthisstepsothattheyknowyou’vemovedthroughittotheultimatesuccess,andtheycan,too.

Andthat’swhenIfinallytried____________.Andguesswhat?Thistimeitworked!

12.Conspiracy:Showthemhowyoufinallyrealizedthatthecardswerestackedagainstyoufromthestart.Yourprospectsareprobablyconvincedthatthecardsarecurrentlystackedagainstthem.Becausetheybelieveit,youneedtoaddressthisfearthroughtheAttractiveCharacter’sstory.

Andthat’swhenIrealizeditwasn’tmyfault!It’sbecauseof___________.NowonderIwasstruggling!

13.TheBigLie:Explainwhyit’snottheirfaultthattheyhaven’tsucceeded

beforenow.

Foryears,theyhadbeentellingme__________,andwhenIfiguredoutthatitwasn’ttrue,IwasfinallyabletobreakoutoftheirchainsandgettheresultsIdeserved.

14.CommonEnemy:Thisiswhoorwhatisreallytoblameforthebigliethatwas

holdingtheACbackandblockinghissuccess.

Therealproblemis___________.Theyweretheoneskeepingmefrom

___________.

15.RapidGrowth:NowshowthemhowfasttheACprogressedonceherealizedthe

truth.

OnceIrealized___________,that’swhenwestartedto___________really

FAST!

16.CaseStudies:Highlightthestoriesofotherswho’vehadsuccesssimilartoyourortheAttractiveCharacter’sstory.

Butitwasn’tjustme.Takealookatwhat______________.hasdoneforothers.

17.HiddenBenefits:Explainthebenefitsyoudidn’texpectthathaveresultedfromtheproduct/discoveryyouaredescribingtothereader.

Ididn’trealizewhenIstartedthatnotonlydoesit__________,butitalso

___________,__________,and___________.

SECTION3:SOLUTION

Nowit’stimetobringitalltogetherandwrapupyourpitchinanice,neatpackage

(thatthereaderscanbuy).

18.FormalIntroduction:Introducetheproduct.

Andthat’swhyIcreated_____________.

19.PainandCost:Tellthemwhatyouhadtogothroughtocreatetheproduct.

Thistook____________.time)tocreate,andcostme____________.Butitwas

totallyworthit.

20.Ease:Howmucheffortdoestheproductsaveyou?

Itmakes__________somucheasier!

21.Speed:Howmuchtimedoestheproductsaveyou?

Whatusedtotakeme_____________(time),Icangetdonein______(time).

22.“So”Benefits:Explainwhytheyneedthisbywritingoutthreeorfour

benefitsfollowedbythewords“so_________.”

Burnsfatwhileyousleep,soyoucanloseweightwithoutexercising.

Buildsyourlistonautopilot,soyoucanconcentrateonrunningyourbusiness.

23.SocialProof:Theseareyourtestimonials.Lettheprospectsreadwhatotherssayabouttheproduct.

Butdon’tjusttakemywordforit.Here’swhatothersaresaying:

“This___________savesmetimeandefforteveryday!Ilovehowit___________and___________.”

24.MaketheOffer:Explainwhatthebuyerswillget.

But,beforeyougetstarted,letmeaskyouaquestion…

Wouldyouliketogetaccessto___________?

Forlessthanthecostofacheapmealfortwo,youcangetaccesstoeverything

insideof_____________.

Now,whileitwouldbeimpossibletoshowyouALLofthebenefitsof________,I

wanttoshowyousomeofthethingsthatyou’llexperienceassoonasyou’reonthe

inside.

25.BuildValue:Addbonusesandadditionalfeatures,butbesuretheysupportthe

“OneThing,”thefocusofyourentiresalesletter.

Plus,you’llget__________,___________,and___________.

26.FloataFakePrice:Tellthereadershowmuchtheproduct“should”beworthif

theyhadtopayforeachitemseparately.Itshouldbeanumbermuchhigherthantheactualprice,butyoumustalsomakesuretheproductreallyisworththepriceyouname.

Beethical.Explainwhythehighpriceisjustified,basedonitsvalue.

Thetotalvalueofallthisis________because__________.

27.EmotionalClose(If/All):Usethewords“Ifall…”tohelpanchortheofferandhelpthebuyersjustifythefakepriceyounamedearlier.Useboth“towardpleasure”and

“awayfrompain”statements.

Ifallthisdidwasgiveyouthehouseofyourdreams,woulditbeworthit?

(Towardpleasure.)

Ifallthisdidwasletyoufireyourboss,woulditbeworthit?(Awayfrompain.)

28.RevealtheRealPrice:Nowtellthereadershowmuchtheyareactuallygoingtopay.Thispriceshouldbemuchlowerthanthehighpriceyoufloatedearlier.

I’mnotgoingtochargeyou___________.I’monlygoingtochargeyou

__________.

29.Guarantee(Logic):Reverseanyriskthepotentialbuyersmaybefeeling.Givetheguaranteesomecrazyname.

I’mgoingtotakeonalltherisk,andgiveyoumy___________(crazyname)guarantee.

30.InjectScarcity(FearClose):GivethebuyersalegitimatereasontobuyNOW.

Butyoumustactnowbecause___________.

40.FuturePacing:Helpthemseehowawesometheirlivesareabouttobecome—

aftertheybuyyourproduct.

Justimaginewhatlifewillbelikewhen___________.

41.CalltoAction:Tellthemwhattodotomakeapurchase.Also,telltheprospectswhat’sgoingtohappennext.

Soclickonthebuttonbelowrightnow,andyou’llbetakentoasecureorderform.

Afteryouputinyourcreditcardinformation,you’llbetakentoasecuremembers’

areawhereyoucandownload_____________,evenifit’s2:00a.m.!

42.PostSelling:Makethereadersfeelliketheymightbeleftbehindiftheydon’thurry.

Forthosewhoarealreadysigningup,thisiswhat’sgoingtohappennext…

43.TakeAwaySelling(Warning):Explainthattheyneedtomakeadecision,andit

doesn’tmattertoyouwhethertheyorderornot.

Yousee…itdoesn’tmattertousifyousignuprightnowornot.

We’llstillbegoingaboutourdailybusinessandhittingourfinancialgoalswithabsolutecertainty—whetheryoujoinourteamornot.

However,withoutourhelp,you’llALWAYSbeworkingharderthanyoureallyneed

to.

Iknowitsoundskindofharsh,butIthinkyou’llagreethatit’strue.

44.ClosewithReminder:Thisisasummaryfortheskimmers,butitcanremindall

readersoftheoffer.

Remember,youget___________(recaptheoffer).

That’sit.Theentirescriptforalong-formStar,Story,Solutionsalesletter.Itworks

greatforbothtextandvideosalesletters.Don’tforget,youneedtoinfuseeachofthestepswiththepersonalityoftheAttractiveCharacter.Usetheseforty-fourpiecesasaframeworktogetyoufromtheopeninglinestothesale.

FUNNEL#3:

CONTINUITY

ThelasttypeoffrontendfunnelthatIwanttoshowyouisourContinuityFunnel.Oneof

mymentors,DavidFrey,said(andIwholeheartedlyagree)thatifyoudon’thavecontinuity,thenyoudon’thaveabusiness.Ineverybusiness,therearewaystoaddcontinuityincome,andit’sanessentialpartofeveryValueLadder.Continuityiswhenyougetpaidregularly,usuallyeverymonth,forongoingaccesstoinformationorsoftwareor

someotherproduct.

Thefunnelitselfisverysimple.OnceavisitorhasmovedthrougheitheraTwo-Step

oranSLOFunnelandmadeitthroughmySoapOperaSequence,thenIwillusuallysend

themthroughashortemailsequencepromotingmyContinuityFunnel.Oncepeoplearein

theprogram,theyarechargedonaregularbasisforcontinuing.Usually,thisisamonthlycharge,butitcouldalsobeweekly,oryearly.

ManypeopleaskmewheretheyshoulduseContinuityFunnels.Youcanusethemas

afrontendtogenerateleads(andwedothiswithsomeofourContinuityFunnels),butI

prefertousethemasthesecondfunnelinmysequence—aftermycustomershavehada

chancetobondwiththeAttractiveCharacter.Waitingdramaticallyincreasesourstickrate(howlongthecustomerremainsanactive,payingmember).

Now,oneexcitingthingaboutthisfunnelisyouareabletousethesamescriptsthatwehavealreadyintroducedtogetpeopletojoinyourcontinuityprograms.

Ifyouaresellingafreeorone-dollartrial,thentheWho,What,Why,Howscripttypicallyworksthebest.We’vealsohadincrediblesuccessaddinginorderformbumpsthatgiveourcustomerstrainingonhowtousethecontinuityprogram.Ifyouareplanningonsellingcontinuitywithoutatrial,thenIwouldrecommendusingtheStar,Story,Solutionscript.

Afterpeoplehavepurchasedthemembership,youcancreateOTOslikewediscussed

earlier.Wehavefoundyearlyorlifetimeaccountstobeincrediblyeffectiveupsellswithcontinuityprograms.

FUNNELSFORTHEMIDDLEOFTHEVALUE

LADDER

FUNNEL#4:

THEPERFECTWEBINAR

Webinarshavebecomeextremelypopularsalestoolsoverthepastfewyears,mainlybecausetheyworksowell.Theytaketheoldteleseminar/speakingmodeltoawholenew

level.BackwhenIwasdoingalotofspeakingfromthestage,mymainincomecamefromalltheproductsandcoachingIsoldafterapresentationwasover.Thisiscalled

“backoftheroom”sellingbecausetherewasalwaysatablesetupatthebackoftheroomwhereparticipantscouldgotobuywhateverproductIwaspromoting.Thatmodelworks

reallywell,butyoursalesarelimitedbythenumberofparticipantsintheroom.Theremaybehundredsorthousandsofpeoplewhowouldlovetobuyyourproduct,butforwhateverreason,theyaren’tatthatseminar.Webinarschangethatdynamiccompletely.

Withawebinar,youcandeliveryourpresentationonline.Peopledon’thavetotravelanywheretocatchyourspeech(andyoudon’thavetotravelanywhereeither).

Atitsmostbasiclevel,awebinarisnothingmorethanaPowerPointpresentationthat

youbroadcastlive(orrecord)overtheInternet.Itallowsyoutogiveyoursalespresentationtojustaboutanyoneinanycorneroftheglobe.Thebestpartisyoucanrecordthewebinaronceandthenbroadcastitoverandoveragain.Thisiscalledan

“automatedwebinar,”andit’smademeafortuneovertheyears.Webinarscanbeaslong

asyouwant.Infact,you’lllearnabouttheInvisibleFunnelWebinarinthenextchapter—

thatonecanbeaslongasfourhours!ThePerfectWebinarwe’rediscussinginthischaptertypicallyrunsforaboutsixtytoninetyminutes.

Therearetwopartstomostwebinars:thecontentandthesalespitch.Occasionally,youmaywanttogiveanall-contentwebinar,butforthemostpart,you’llbesellingsomethingattheendofyourpresentation.Youpromisetoteachpeoplesomethingonthe

webinar.Then,iftheywanttolearnmoreordivedeeperintothetopic,theycanpurchaseyourproductorsignupforcoaching(orwhateveryou’reselling).It’sveryimportantthatthecontentofthewebinarisvaluableonitsown,butasyou’llseefromthePerfectWebinarscript,youcancraftthematerialinawaythatalsohelpstosetupthesale.Inthischapter,we’regoingtocoverthesalesfunnelsforbothaone-timewebinarandalsoforautomated(orevergreen)webinar.

SALESWEBINARFUNNEL

Thefunnelforasaleswebinarisverysimple.Youdrivetraffictoaregistrationpagewhereyouhavesomesortofsalesletterorvideoencouragingreaderstosignupforthe

webinar.TypicallyIusetheWho,What,Why,Howscriptonmywebinarregistrationpages.Afterwatchingthevideoorreadingthecopy,theinterestedprospectsfillintheirnameandemailtoregister.(Boom!They’renowonyourlist.)Thenyousendthemtoa

confirmationpagewheretheyareremindedofthedateandtimeofthewebinarandgiven

instructionsonhowtocallin.Attheappointedtime,theywillattendthewebinar,andyoucansellthemyourproduct.Oftenpeoplecan’tmakeittothelivewebinarforsomereason.Soyoumaydecidetosendarecording.Afterall,themorepeoplewhohearyour

pitch,themoreproductsyou’relikelytosell.

AUTOMATEDWEBINARFUNNEL

TypicallyIwilldoawebinarliveonce,andthenItaketherecordingfromthateventandbuildoutanAutomatedWebinarFunnelthatwillallowmetokeepsendingtraffictothat

websiteeverydayfortherestofmylife.It’snicebecauseyoucankeepsellingyourproductstwenty-fourhoursaday,sevendaysaweek,ineverycountryintheworld!Atthetimeofthiswriting,Icurrentlyhavetwowebinarsthathavebothmademeoveramillion

dollars.BotharestillsellingtopeoplerightnowwhileI’mwritingthisbook!

WeaddafewextrastepstotheregularSalesWebinarFunneltomakethisoneruncontinuously.YoustartbydrivingtraffictoaregistrationpagethatusestheWho,What,Why,Howscript,andpeopleentertheirnamesandemailstoregister.Thentheygotoa

confirmationpagewheretheygetthedateandtime,setforsomepointinthefuture,or

theycanchoosetowatch“yesterday’s”replayrightaway.

Thewebinaritselfisthesameformatastheregularsaleswebinar;wedelivercontent

andsellsomethingattheend.(Inafewpages,I’llgiveyouthePerfectWebinarscript,whichwillshowyouexactlyhowtodothis.)

Myteamcarefullytrackswhenaparticipantleaves,andthenwesendoutadifferent

emailsequence,dependingonhowlongtheywatched.Everyonewhosubscribesgetsone

sequence.Everyonewhoshowsupandstaysallthewaytotheendgetsanothersequence.

Peoplewhoshowupbutleaveearlygetyetanothersequence.Andtheno-showsgetan

entirelydifferentsequencetoencouragethemtogobackandwatchareplay.Eachsequenceencouragespeopletoeithergobackandfinishwatching,orgoordertheproduct

we’reselling.Oncetheparticipantplacesanorder,theemailsequencesshould

stopautomatically.

THEPERFECTWEBINARSCRIPT

Nowthatyouhavepeoplesignedup,whatareyougoingtosay?Howyoustructureyour

webinarhaseverythingtodowithhowmuchyousellattheend.

Atypicalwebinarisbrokendownintothreesections:theintroduction,thecontent,andtheclose(orthesalespitch).Overthepasttenyears,I’vehadachancetospeakandsellonstagesallaroundtheworld,andI’vehadthechancetolearnfromsomeofthebeststageclosersintheworld.ThisscriptincorporatesstrategiesIlearnedfromatleastadozendifferentpeople.It’stheoutlineInowuseforeverywebinar,anditworks.

Therearealotofpiecestothisscript,buttrynottogetoverwhelmed.Thinkofitas

justthreesections—introduction,content,andthestack—thenfillthosethreesectionsinwiththescriptsprovided.

INTRODUCTION:Thisshouldtakeaboutfiveminutes.Itintroducesyou,yoursubject,andyourcredibility.

Hi,I’mRussellBrunson,founderofDotComSecretsandCEOofseveralmulti-million-dollarcompanies.

BigPromise:Repeatyourbigpromise.ThisistheOneThingthatgottheparticipantstosignupinthefirstplace.It’salsotherulertheywillusetojudgeyourwebinar’squality.

Ifyoudon’tsetthisruler,thentheywillmeasurethevalueofyourwebinarbasedonsomethingoutsideofyourcontrol.

Inthenextsixtyminutes,youaregoingtolearnmyexactstrategyon“howto__________,without____________.“

HooktoEnd:Givetheparticipantsareasontostickaroundallthewaytotheendofthewebinar.Freegiveawaysarepopular.Youcouldalsopromisetodo

somethingfunny

orshowthemsomethingcool.

Don’tforget!Attheendofthewebinar,I’mgoingtogiveyouasecretlinkwhere

youcandownloadatranscriptofeverythingI’mgoingtoshowyoutoday.Youhaveto

bewatchingliveinordertogetthis,sostickaround.Ipromiseitwillbeworthyourtime.

CommandAttention:TellthemtocloseoutofFacebook,turnofftheircellphones,

andgiveyoutheirundividedattention.Also,youmightasktheparticipantstograbapenandpaperfortakingnotes.

Iknowtherearedistractionsallaroundus,butthisstrategyI’mabouttosharecanchangeyourlife.Idon’twantyoutomissasinglecrucialstep.So,please…makeacommitmenttostayfocused.Canyoudothatforyourself?CloseoutofFacebook.

Stopcheckingyouremail.Turnoffyourcellphone.Givemeyourcompleteattention.

QualifyYourself:Lettheparticipantsknowwhyyouarequalifiedtospeakonthesubject.

You’reprobablywonderingwhyI’mqualifiedtoteachonthistopic.Here’smystory:_____________.

FuturePace:Leadtheviewersthroughsomeimaginationexerciseswheretheycanpicturewhatlifecouldbelikeoncetheylearnthesecretsyou’reabouttoreveal.Bedescriptiveandappealtoallfivesenses,ifpossible.

Imaginewhatyourlifewillbelikeafteryouknowhowto

Canyousee___________?Wouldthatmakethingsbetterforyou?

THECONTENT:Thisisthemeatofthewebinar.Itshouldrunaboutfiftytosixty

minutes,anditshoulddeliverwhatevercontentyoupromisedintheregistrationscript.IliketofocusononemainideaandthenrevealthreesecretsaboutthatOneThing.So,I’mreallyteachingthreethings,buttheyallrelatetothemainideaI’mselling.

TheOneThing:TheOneThingisthecorecontentofthiswebinar.It’sthereasontheparticipantsshowedup.Whatdotheywantorneedtolearnorunderstand?Everyteaching

pointthroughthewebinarmustpointbacktoTHISonething.Ialwaystrytobreakdown

my“OneThing”intothissimpleformat:

Howto________without___________.

Howtoaddhigh-ticketsalestoyoursalesfunnelinstantly—withoutyou

personallytalkingtoanyoneonthephone…ever!

ThisistheOneThingfrommyHigh-TicketSecretsWebinar.Forthisoffer,Ilooked

atwhattheother“gurus”wereteachingaboutmakinghigh-ticketsales.Theywereallteachinghowtoclosepeopleonthephone.Well,IHATEtalkingonthephone,andIthink

mostofmyaudiencedoes,too.So,Idecidedtoshowpeoplehowtheycanstilltakeadvantageoftheincome-boostingpotentialofhigh-ticketsaleswithouttalkingonthephone.

AfterIexplainthisbigidea—theOneThing—Isharethreesecretsthatwillexpand

onwhatIpromisedtoreveal.Typically,whenI’mcreatingthesethreesecrets,I’mlookingtodebunkexistingbeliefsparticipantsmighthavethatwouldkeepthemfrompurchasing

theproductfrommeattheendofthewebinar.

FormyHigh-TicketSecretsWebinar,therewerethreebeliefpatternsthatIhadtobreakinordertogetpeopletobuy.BelowarethecommonbeliefsandthenthesecretsI

createdtodestroythatlineofthinking:

SECRET#1

Break:Thebestmodelformakingmoneyonlineistosellproducts.

Rebuild:Youcanmakemoremoneyinonedaysellinghigh-ticketproductsthanyou

caninaMONTHbysellingnormalproducts.

SECRET#2

Break:Tosellhigh-ticketproducts,Ihavetosellonthephone.

Rebuild:Youdon’tpersonallyhavetosellanything!(BigplusbecauseIhatephones!)Letmeshowyouhowtobuildatwo-person,minicallcentertocloseallofthesalesforyou.

SECRET#3

Break:Itprobablycostsafortunetodriveenoughtraffictomakethiswork.

Rebuild:Youonlyneedalittlebitoftraffictomakethiswork(aboutonehundredclicksaday).

Remember,teachingthesethreesecretsshouldtakefiftytosixtyminutes.Sobesure

totellstories,showexamples,andusethisasanopportunitytogetyouraudiencetobondwiththeAttractiveCharacter.

THESTACK:Thissectionofthewebinarshouldlastatleasttenminutes.Often,I

allowfortwentyminutesormore,dependingonwhatI’mselling.Thehardestpartofsellingonawebinar,formostpeople,istransitioningintotheclose.Theystarttogetnervous,andthehesitationshowsinthevoiceandconfidencelevel.ThebestwayI’vefoundtotransitionissimplytosay,Letmeaskyouaquestion…,andthenyoumovestraightintohowyourproductwillhelptheparticipantswithwhateveryourOneThingis.

Onceyoutransitionintoyoursalespitch,you’regoingtousesomethingcalled“TheStack.”

TheStack:IconsiderTheStackmysecretweapon.Ilearneditfromoneofmymentors,ArmandMorin.Isawhimspeakonstageandclosenearlyhalftheroomwithalmostnoeffort.Ipulledhimasidetofindoutwhathewasdoing,andheexplainedtomeTheStack.Istartedusingitimmediately,andIwentfromclosingonaverage5-10%ofa

roomtoconsistentlyclosing20%ormore.ThenIstartedusingitonmysaleswebinarsandsawadramaticincreaseinhowmuchImadewitheachviewing.It’sworkedsowell

andsoconsistentlythatIwillnevergiveasalespresentationagainwithoutit.

Armandtaughtmethattheonlythingyourprospectrememberswhenyousellisthe

lastthingyoushowedhim.Heexplainedthatmostsalespresentationsfocusonthecore

offer,thenalistofbonuses.Sothelastthingshownisthelastbonus,followedbyacalltoactiontogettheprospecttobuy.Theproblemwiththisiswhenthepersondoesn’tthink

thatthelastthingyouofferedisworththeprice.Theysimplywon’tbuyunderthosecircumstances.

So,ArmandbuildsapresentationslidecalledaStackSlide.Thisslidehaseverything

includedintheoffer,presentedinalong,bulletedlist.Heintroducesthefirstbulletpoint,talksaboutit,movestothesecondbulletpoint,andsoon.Butwhen

heshowstheslide

withthesecondbullet,here-stackstheoffer:

Sowhatthatmeansisthatyou’refirstgoingtoget_________andalso_______.

Hethentalksaboutthenextcomponentoftheofferandrevealsthenextstackslide,

butthistime,therearethreeproductslistedintheoffer,stackedfromthefirstmentionedtothelast.Besuretonoticetheorderandarrangement:

Sowhatthatmeansisthatyou’refirstgoingtoget__________and

also_______ANDalsothis_______.

Hekeepsdoingthisthroughouttheentireclose.Whenhegetstothatlastpartofthe

offer,heshowsthefinalstackslide,withEVERYTHINGlisted,andrecapseverythingon

thatslide.Then,hefinallyintroducestheprice.Now,prospectsassociatethepricewiththefulloffer—notjustthelastthinghementions.

Afteryourevealyourfullstackslide,youwanttoshowthetotalvalueofeverything

thebuyersaregoingtoreceive.Eventhoughthepriceyounamefirstisn’twhatbuyerswillactuallypay,youneedtoanchorthatpriceintheirmindsbeforeyoumoveon.Wedo

thatbyintroducing“Ifall”statementssimilartotheonesweusedintheStar,Story,Solutionscript.

If/All:Usethewords“Ifall”toanchortheofferandhelpthebuyerjustifytheprice

youhavegiven.Useboth“towardpleasure”and“awayfrompain”statements.

Ifallthisdidwasgiveyouthehouseofyourdreams,woulditbeworthit?

(Towardpleasure.)

Ifallthisdidwasletyoufireyourboss,woulditbeworthit?(Awayfrompain.)

RevealtheRealPrice:Nowtellthemtheactualprice.ThispriceshouldbemuchlowerthanthepriceyougaveafterTheStack.

I’mnotgoingtochargeyou___________.I’monlygoingtochargeyou

___________.

ThoseareallthecoreelementsofaPerfectWebinar.It’sthepathItakemycustomers

downwhenIamsellingthemanythingonawebinar.IdohaveavarietyofwaysIclose

outawebinar.Asyoucanseefromtheimageatthebeginningofthischapter,thereare

sixteenmethodsthatIuseinmostofmypresentations.Inordertomakethesecleartoyou,Icreatedaspecialvideodemonstratinghowtousethesixteencloseswhileyouare

doing

The

Stack.

To

see

that

video,

go

to

www.DotComSecretsBook.com/resources/closes.

NowthatyouknowthestructureofthePerfectWebinar,howwouldyouliketolearn

howtogetpeopletopayyoutosellthemhighticketoffers?We’vedevelopedaspecialwebinarfunnelwherepeoplewillpayyoufortheprivilegeoflettingyousellthemonyourhighest-pricedofferings.Andthey’lldoitwithsmilesontheirfaces.It’scalledtheInvisibleFunnelWebinar,andit’snext!

FUNNEL#5:

INVISIBLEFUNNELWEBINAR

ThenextwaywesellproductsinthemiddleoftheValueLadderisthroughaconceptwe

calltheInvisibleFunnel.TheInvisibleFunnelisaconceptthatwascreatedbyDaeganSmith.It’sapowerfultoolmyteamhasusedoftenoverthepastfewyearstogetpeopletoascendourValueLadderquickly.

TheInvisibleFunnelisapremiumwebinarthatpeoplepayforAFTERthewebinaris

over—if(andonlyif)theylovewhatyoutaughtthem.Let’slookathowitworks.

WedrivetraffictoawebsitethatusesTheMagicBulletscripttogetpeopletosignup

fortheInvisibleFunnel-stylewebinar.Toregister,participantsentertheircreditcarddetails,buttheyarenotbilledanythingrightthen.Theywatchthewebinar,whichisusuallythreeorfourhoursofamazing,high-valuecontent.Then,AFTERthewebinaris

over,iftheyagreethatthewebinarwasworththepre-determinedprice,thentheydonothing,andyouchargethecardthenextday.Iftheparticipantsdon’tthinkthewebinarwasworththemoney,theymustsendyouanemailbeforeacertaindeadlinesothatyou

won’tchargetheircard.Thisformatletspeopletrybeforetheybuy,anditgivesyouachancetoshowoffyourverybestcontentfirst.

Attheendofthewebinar,youcandoaverysoftsaletopushtheparticipantstoan

applicationpagewheretheycanupgradetoyourhigh-ticketbackendproductsorservices.

IfyoustructureyourInvisibleFunnelcorrectly,you’llfindthatit’sareallycoolwaytogetpeopletobuythings—withouteversellingthemanything.Itcreatestonsofgoodwilland

buildsastrongbondwiththeAttractiveCharacter.

Let’stalkaboutthenumbersfrommyfirstInvisibleFunnelWebinar.

Wehadfivehundredandfiftypeopleregisterwiththeircreditcards.

Fromthosefivehundredandfiftypeople,85%ofthemshowedupfortheactualwebinar.(Thisnumberwasshocking,consideringthatroughly30%attendanceiscommon

onfreewebinars.)

Itaughtforfourhours.Attheend,Itoldthosewhodidn’tloveittoletmeknow,and

Ipromisednottochargetheircreditcards.

Fromthatoffer,weonlyhadabout10%ofthepeoplecancel.Sowewereabletobill

90%ofthemtheforty-sevendollarpricetag,totalingabout$23.5K.That’snotbad,consideringIhadn’tsoldanythingtoanyoneyet.Ijustgavethemabunchofcoolvalueintheformofinformation.

Finally,Iinvitedthoseonthewebinartoapplyformyhigh-endcoachingservices,andfromthatoffer,wegotastackofapplicationsthatturnedintoanadditionalsixfiguresinbusinessoverthenextthirtydays.

We’vesuccessfullyusedtheInvisibleFunneltosellweight-lossproducts,datingadvice,speed-readingprograms,andawholebunchmore.Idon’tusetheInvisibleFunnel

foreverysellingsituation,butit’sapowerfultoolthatmyteamusesafewtimeseachyeartobuildatonofgoodwillwithouraudience—andtomakesomeextramoneywhilewe

doit.

LetmeshowyouexactlyhowtogetpeopletoregisterforanInvisibleFunnelWebinar.

MAGICBULLETWEBINARREGISTRATIONSCRIPT

A“MagicBullet”issimplytheOneThingyou’repromisingthey’llgetoutofthewebinarwithinacertainamountoftime,ortheydon’tpay.There’sanoldsayingindirectresponsemarketingthatyouhaveto“sellit,evenifit’sfree.”Thatgoesforthese“trybeforeyoubuy”webinars,too.IdohaveascriptthatIusetogetpeopletopullouttheir

creditcardsandsignup.Foravideosalesletter,thisscriptshouldbesomewherebetweentwoandthreeminutes—nottoolong.

RaisetheQuestion:SetupyourMagicBulletbyaskingquestionsthatbringpeople’sdesirestothefrontoftheirminds.Makethemwishtheyhadwhatyou’reabouttooffer.

YouwanttheanswerstothequestionstobeYES!Raisingdesirequestionsatthebeginningofthesalesletterworksreallywell.Dependingonyourmarket,youmaywant

tousequestionsthatmovepeopletowardpleasureorawayfrompain.

Exampledialoguetomovetheparticipanttowardpleasure:

Whatifyoucouldpluganybookintoyourbrain,instantlydownloadthat

knowledge,andimplementthatinformationintoyourlife?

Doyouwanttolearnanewlanguage?

Doyoudesiretolearnhowtomakemoney?

Areyoureadytoscorehighonatest?

Exampledialogueformovingaparticipantawayfrompain:

Letmeaskyouaquestion…

Doyoueverfeellikeyou’retheonlyguyintheworldwhocan’ttalktoaprettygirl?

Doyourhandsstarttosweatwhenyouwalkintoaroomfullofpeople?

Doesyourheartbeatsofastitfeelslikeitmightburstoutofyourchestright

thenandthere?

Doesthethoughtofhumiliationkeepyouhomeatnight…allalone?

Thefinalquestionshouldsaysomethinglike,“Wouldn’titbeniceif…,”or

“Wouldn’titbeawesomeif…”.

Wouldn’titbeniceiftherewereawaytolearnanythingalmostinstantlyANDretain

itallmuchlonger?

Wouldn’titbegreatifyoucouldwalkintoanysocialsituationandfeeltotallyatease?

Wouldn’titbeawesomeifyoucouldeatwhateveryouwantedeverydayandstilllose

weight?

Introduction:NextyouwanttointroduceyourselfandtheideaoftheMagicBullet

youaregoingtoofferinthewebinartraining.

Hi,mynameisRussell,andthosearequestionsIusedtoaskmyselfaswell.

Justimagineifyouhadthatability.Whatwouldyoulearn?Whatinformationwould

youwantifyoucouldinstantlydownloaditintoyourbrain?

PointoutFrustrations:Yourprospectshaveprobablytriedothersolutionsandfailed.Youneedtoletthemknowtheirfrustrationsarenormal,andthatyouoncehad

them,too.Don’ttellthemwhattheirfrustrationsaredirectly.Instead,explainyourfrustrationsbecausetheyarelikelythesamethingstheyarestrugglingwith.

Unfortunately,gainingknowledgeisn’taseasyasinsertingasocketintoourbrainstodownloadtheinformation.

Wehavetofindagoodonetotwohoursifwewanttoopenabookandsitdownto

read.Evenifwereadquickly,it’sgoingtotakedaystogettheinformationweneedoutofthebook.

WhileyoumighttryusingtheInternettospeeduptheprocess,youcanquicklybecomeboggeddownwithmillionsofpagesoflistingsforanytopicyouwanttostudy.

Talkabout“informationoverload”…

Ifyou’veeverfeltthatfrustrationwithlearninganewtopic,thenIcanrelatetoyouperfectly.

MyMagicBullet:Nowyouintroducetheamazingsolutionyou’reselling.Tellperspectiveparticipantsaboutthetangiblethingthey’regoingtogetbyattendingthewebinar.IfyougetyourMagicBulletright,therestofthesaleisveryeasy.SotakesometimetocraftthebestMagicBulletSolutionyourbusinesscanoffer.Forclarity,Itrytophraseitlikethis:You’llget___________(result)by___________(shortamountoftime),oryoupaynothing.Themoretangibletheresult,thebetter.

Youalsowanttodescribehowyoudiscoveredthesolutionandwhatthevalueofthat

solutionhasbeentoyou.Howdidthissecretchangeyourlife?Whatwastheemotional

valueforyou?AMagicBulletinthedatingnichemightbe“Getagirlfriendthisweekend

—orpaynothing.”Aweight-lossexamplemightbesomethinglike,“Trymythree-daydetoxandlosesevenpounds,oryoudon’tpayanything.”TheMagicBulletforspeedreadingmightbe:“Doubleyourreadingspeedinfourhours—orpaynothing.”Todrawin

themostparticipants,expandthemainideaofyourMagicBulletandtellthereaderastoryabouthowthissolutionhasworkedforyou:

Justlikeyou,Istruggledwithreading—untilIfoundthesecret.ImetthisguynamedHowardBergataseminar.Hespentjustafewshorthourswithme,andIwas

ablealmostINSTANTLYtodoublehowfastIcouldread!Istartedtellingmyfriends,

familymembers,andbusinessassociatesaboutwhatHowarddidatmyoffice;whathappenednextshockedme.SomepeoplewereBEGGINGmetomeethimsotheycoulddoubletheirreadingspeed…Otherswerereallyskepticalthatitwasevenpossible…

SoIgavethemachallenge…theSAMEchallengethatI’mgoingtogivetoyou

rightnow.PayHowieonehundreddollars,andIguaranteethathe’llMOREthandoubleyourreadingspeedinanafternoon…andfromthatpointforward,fortherest

ofyourlife,you’llhaveaskillthatwillserveyouforever.

Don’tWorry(Proof):Nowyou’regoingtointroducethefactthatyouareofferingapremiumwebinar.You’llalsotelltheparticipantsnottoworrybecauseyou’regoingtoproveitsworthbeforeyouchargethemanymoney.

Andifyou’reskeptical…thendon’tworry.Keepthehundreddollarsinyourpocket,andthenAFTERhe’spersonallytrainedyouandyou’vedoubledyourreading

speed…thenpayhimthehundred.

AND…ifheisn’tabletodoubleyourreading…don’tpayhimanything.Doesthatseemfair?Wecalledthisthe“HowardBerg,Double-Your-SpeedChallenge”.

Andsofar…HowardhasNEVERlost.So,Isetupaspecialwebinareventthis

weekforYOUandHowardBerg…

Ifyouareonthiswebinar…Howardwilldoubleyourreadingspeedandprove

hisamazingresultstoyou…

RiskReversal(0—>$$):Here’swhereyouofferthe“trybeforeyoubuy”option.

Here’swhatIwanttodoforyou:I’msosurethiswillcompletelychangeyourlife

thatI’mgoingtoletyoulistentotheentirewebinarforFREE.Then,attheend,yougettobethejudge.EitherIliveuptomywordorIdon’t.

IfIdodeliverwhatIpromiseandyoulovetheinformation,donothingandwe’ll

chargeyourcreditcardonehundreddollars.

IfIdon’tdeliver,oryoudon’tthinktheinformationwasworththeprice,justsend

meanemailbeforemidnight,andwewon’tchargeyouanything.

Doesthatsoundfair?

It’skindoflikegoingtoarestaurantandonlypayingifyoulovethefood.

Orgoingtoamovie,andifyouhateit…thenyoupayNOTHING…

TheClose:Getthereadertocommittogivingyourwebinaratry.

So,nowit’syourturntodecide.

Sayyes,andletusprovethatoursystemworks.

Youwillneedtoputyourcreditcardnumberinnowtoreserveyourspot,butyou

payNOTHINGuntilafterthewebinarisover,andthenpayonlyifyouloveit.

You’vegotnothingtolosebygivingthisatry.

Ifthere’sevenachancethatthiscouldcompletelychangeyourlife…isn’tit

worth

checkingitoutforfree?

Justclickthebuttonbelow,andreserveyourspotforthislife-changingwebinar.I

promiseitwillbeworthit.

ThisMagicBulletscriptisprettysimple,andIcanusuallywriteuponeofthesesales

lettersinlessthananhour.Ifyoufollowthisscript,swappingoutthereadingprogramforthedetailsofyourtraining,youshouldbeabletogetitdonequickly—evenifyouhatewritingsalesletters.Thisscriptisproventowork.Justtweakittofityourbusinessandyouroffer.Andremember,onceyougetyourMagicBulletright,everythingelseshould

cometogetherwithease.

Nowthatyou’vegotpeoplesignedupforyourwebinar,whattheheckdoyousayfor

twotofourhours?Iknowprovidingvalueforthatlongmightsoundintimidating,butyou

candoit!Let’sdiveintothescriptIuseforallourInvisibleWebinars.

INVISIBLEWEBINARCONTENT

Onceyouhaveparticipantssignedupforyourwebinar,youstillhavesomeworktodo.

It’simportanttostructurethewebinarcorrectlysothatallwhowatchfeellike

they’vegottentheirmoney’sworth.Youwanteachparticipanttobemorethanhappytopayyouat

theend.Youalsowanttousethecorrectleadupandsoftsalespitchforyourhigh-ticketconsultingorcoachingpackageattheendofthewebinar.Remember,thiswebinarisgoingtobethreeorfourhourslong!Soyoumayneedtobringinmultiplepiecesofcontent.Don’tholdanythingback.Giveviewersyourbeststuff!Tellthemeverythingtheywanttoknow.Answeranyquestionstheyask.Trustme,thefourhourswillgobybefore

youknowit.

Here’showtostructureyourInvisibleFunnelWebinar:

Re-tellHook:YougottheparticipantstoregisterforthiswebinarbyusingyourMagicBulletscript(the“trybeforeyoubuy”hook),soyouneedtoreinforcetherulestheyareplayingbyduringthiswebinar.Theygetachancetovotewiththeirwalletatthe

end:didthewebinardeliverornot?Andremindthemtheymuststickarounduntiltheendbecauseonlythenwillyougivethesecretemailaddresswheretheycanemailyouifthey

don’tthinkthewebinarwasworththepriceofadmission.

TellThemWhatThey’llLearn:Giveallparticipantsanoverviewofthesystemthat

youaregoingtobeteachingonthisparticularwebinar.

Content(foreachcontentpiece):Startteachingyourcontentnow.Itdoesn’treallymatterhowmanypiecesyouteach—aslongasit’syourbeststuffanditfillsupthethreeorfourhoursyoupromised.Youmaywanttopracticeteachingthecontentpiecesoutloud

sothatyouknowhowmuchtimetobudgetduringtheactualwebinar.Here’showyouwanttopresenteachcontentpiece:

•

WhatIsIt?Givethecontentpieceacoolname,makingiteasytoremember.

•

Parable:Tellamemorablestorytodemonstratetheconceptandcementitinthe

participant’sbrain.

•

TeachConcept:Gothroughthenutsandboltsoftheconcept.

•

Example(reallife,ifpossible):Givesomeexamplesofhowtheconceptworks

inreallife.Ifyouhavecasestudiesthatshowyourstudentsorclients

succeeding,thosearethebestexamples.

Recap:Afteryouhavefinishedteachingthecontentforyourtraining,thenyouwanttoremindthemagainabouteverythingtheylearnedwhiletheywereonthetrainingwith

you.

TieIttoValue:Helpparticipantsseehowmuchthisinformationwillbeworthaftertheyimplementit.Afteryouhaveanchoredthe“true-worth”priceintheirminds,thenyoucancomebacktotheactualaskingpriceofthiswebinar.Howmuchmoneywilltheymakeaftertheyimplementalltheylearned?Howmuchtimecouldtheysave?What’sthe

emotionalvalueoftheknowledgetheygained?Willitsavethemembarrassmentorgrief?

Layoutallthebenefitsforthem.

WasItWorth$__toYou?Asktheparticipanttodecidewhetherthewebinarwasworththisprice.

•

Ifso:Donothing,andwewillbillyourcreditcardtheagreed-uponprice.

•

Ifnot:Emailusat___________before__________,andletusknowthis

contentwasn’tforyou,andwewon’tchargeyourcard.

TransitiontoOffer:Brieflymentionthattheparticipantmaynowwantpersonalizedhelp.

Iknowwe’vecoveredaTONofinformationtoday,andsomeofyouareprobably

wishingyoucouldgetsomehelpwithsettingallthisup.AmIright?Quickly,IwanttoletyouknowthatIdohaveapersonalcoachingprogram.It’snotcheapbecauseyou

getmypersonalattentionthewholewaythroughtheprocess,butImakesureyouhave

everythingyouneedtobesuccessful.Also,becauseI’mpersonallyinvolvedandwork

verycloselywithmystudents,Icanonlyhelpalimitednumberofpeople.So,theonly

waytogetinistoapplyforaslot.You’vereceivedeverythingyouneedtosucceedinthiswebinar,butifyouareinterestedingettingmypersonalhelp,here’swhatyoushoulddonext…

PickYourClose:Wherewillyousendpeopletofilloutanapplication?

•

ToWebsite:GivetheURLwhereaparticipantcanpayforyourcoaching.

•FreeApplication:Ifthisisafreeapplication,makeclearthatthereisno

chargetoapply.

•

PaidApplication:Ifyou’rechargingparticipantstoapply,letthemknowhow

muchandhowtheyshouldpay.

Simple,Three-StepClose:Thisisaverysoftsell.Youwanttoletpeopleknowthatyoudoofferpersonalcoachingorconsultingtohelpthemgetthebestresultsasfastaspossible.Thentellthemwheretogotofilloutanapplication.

•

What:Tellthemwhatyourserviceconsistsof.

•

Why:Tellthemwhytheyshouldapply.

•

How:Tellthemhowtoapply.

Let’sReview:InvisibleWebinarsareagreatwaytogetpeopleintoyourValueLadderforfreeandbuildarelationshipbetweenthemandtheAttractiveCharacter.Besuretobuildinsomuchvaluethatyoucanquicklyascendtheviewertoyourhighestlevels.Webinarscanaccomplishallthisinawaythatisfunfortheparticipant.I’vemadehundredsofthousandsofdollarsusingthisstyleofteaching,andpeoplejustloveit.ThekeystomakingitworkarehavingtherightMagicBullet(promisingaresultthey’llgetbeforetheypay)anddeliveringwhatyoupromised.

UpNext:Doyouhaveanewproduct,butaren’tsurehowtolaunchitintotheworld?

ThenextchapterwillshowyouourProductLaunchFunnelandprovidethescriptsweuse

foreachstep.

FUNNEL#6:

PRODUCTLAUNCH

TheProductLaunchFunnelwasmadefamousbyJeffWalker,andsincethen,justabout

everyInternetmarketerinalmosteverynichehasusedthisfunnelinsomeway—because

theapproachworks.Basically,you’rebreakingupyoursalespresentationoverfourvideos

—eachprovidingatonofvalue,whileeducatingyourprospectsandsellingyourproducts.

Thisfunnelworksbestwithwarmandhottraffic.So,typicallyyou’reemailingyourown

listoranaffiliatepartner’slistwithlinkstothevideos.

ThisProductLaunchFunnelisbrokendownintofourvideos:

Video#1iscalled“WowandHow,”whereyouwill“wow”themwithabigidea,and

thenshowthem“how”youandothersareusingthisconcept.

Video#2isthe“TransformationalEducation”piece,whereyouwillactuallyletpeoplelookoveryourshoulderasyouwalkthroughtheprocesswiththem.

Video#3isthe“OwnershipExperience”piece,whereyoushowviewerswhatit’slike

tolivewhentheyhavethisintheirlives.

Video#4is“TheOffer,”whereyouwillrevealwhatyou’reselling,theprice,andhowtheycangetit.

Let’stakealookathoweachofthesevideosisscriptedtomakesales.Thefollowing

scriptswillshowyouwhattosayineachvideo.Thevideoscanbeaslongastheyneedtobe,butIfindthatthesweetspotisaroundtentotwentyminutes.

VIDEO#1:“WOWANDHOW”

BigPromise:ThisisyourOneThing,thevaluableprincipleyouhavepromisedtoteachduringthesetrainingvideos.

Howtosellhigh-ticketproductswithoutgettingonthephone.

KillMyths:Dispelanycommonobjectionsorreasonsthepotentialparticipantmightnotbelieveyou.

Youmaythinkyouhavetobeasalesexpertandhangoutonthephonealldaytosell

high-ticketproducts,butthat’snottrueanymore.I’vesoldhundredsofthousandsofdollarswiththissimpleprocess.

Let’sLookatOthers(Content#1):Showhowothersachievetheseresultsallthetime.Tellstoriesandcasestudies.

Meet__________.Shedid________________,without

Here’s___________.Hecouldn’tbelievehoweasyitwasto___________.Justlookathisresults:___________.

HooktoVideo#2:Getthemexcitedaboutthenextvideo.

Tomorrow,you’lldiscoveryoucan___________,eventhough___________.

VIDEO#2:“TRANSFORMATIONALEDUCATION”

Let’sDoItTogether:It’sokayifyoudon’tthinkyoucandoitonyourown.Let’sgooverittogethernow.

Iknowitmightbehardtobelieveyoucan____________.So,I’mgoingtoshow

youjusthoweasyitreallyis.Let’sgooverittogetherrightnow.

How“I”DoIt(Content#2):Here’showIdoit,stepbystep(justgiveabriefoverviewofthesteps).

Here’sexactlywhatIdoeverytime:

Step1:

Step2:

Step3:

ProofThatItWorks:Showyoursuccessfulresults,casestudies,orotherproof.

Here’showwellitworksforme…

Butdon’tjusttakemywordforit.Here’swhatmystudentshavedone…

HooktoVideo#3:Getthemexcitedforthenextvideo.

Tomorrow,you’lldiscover___________.

VIDEO#3:OWNERSHIPEXPERIENCE

FuturePaceExperience:Imaginewhatyourlifecouldbelikeifyoucommittothisprogram.

Iwantyoutotakeamomenttoimaginewhatwouldbedifferentinyourlifeif___________.

Whatpossibilitieswouldopenupforyouif___________?

Howwouldyoubedifferentif___________?

How“YOU”DoIt(Content#3):Imagineyourselfdoingthisexactprocess.Here’s

whatitwouldlooklike.

Now,imagineyourselfdoing___________,then___________,andfinally

___________.

Canyouseeyourselfdoingthis?

Inyourmind’seye,itlooksprettysimple,right?

HintingtotheOffer:Wouldyoulikethechancetolearninthefastest,easiestwaypossible?

Weallknowrealityisusuallyalittlemorecomplicatedthanourimaginations.But

Iknowthiswillchangeyourlife,andIwanttoseeyousucceed.That’swhyI’mgoing

tohelpyou___________.

HooktoOfferVideo:Inthenextvideo,I’llshowyouhowyoucangetresultsjust

likethese.

Tomorrow,I’mgoingtoshowyouthefastestandeasiestwayto___________.

Yoursuccessiscloserthanyouknow.

VIDEO#4:THEOFFER

Here’sWhatI’veGot:Explaintheoffer.

Ireallywanttoseeyousucceed.I’vebeenwhereyouare,andIknowhowhardit

canseem.That’swhyIcreated_______________.

Here’swhatyouget…

Here’sWhatYou’llDowithIt:Explainhowitworks.

Here’showeachpiecehelpsyoumoveforward…

Here’sWhatIt’llDoforYou:Explaintheresults.

WhenyoufollowthestepsasI’veoutlinedthem,here’swhatyoucanexpect…

Here’sWhatYouNeedtoDoRightNow:Explainhowtoorderandwhattoexpect

next.

Justclickthebuttonbelow,andyou’llbetakentoasecureshoppingpage.Injust

threeclicksfromnow,you’llbeonyourwayto___________.

Let’sReview:ProductLaunchFunnelsarebestusedwithwarmorhottraffic.Weusuallysendpeopletothevideosfromalinkinanemail—eithertoourownlistortoan

affiliateorJVpartner’slist.Youbreakdownyoursalespresentationsintomoredigestiblechunks,deliveredoverthecourseofafewdaystobuildupexcitement.Youteachinthe

firstthreevideosandthensellyourproductinthefourth.

UpNext:Ifyousellhigh-ticketcoachingorconsulting,youprobablyspendatonoftimeonthephonewithtirekickersandpeoplewhoreallyaren’tagoodfitforyouroffer.

Wouldn’titbecoolifyoucouldjustcollectapplicationsandpre-frameyourhighticketconsultingclientstosayyesbeforeyouevengetonthephonewiththem?

Betteryet,whatifyoudidn’thavetogetonthephonewiththematall,yetcouldstill

sellthemonyouroffer?Howcoolwouldthatbe?

Thesecretisinthenextchapter.

BACKENDFUNNEL

FUNNEL#7:

HIGH-TICKET,THREE-STEPAPPLICATION

Thisfunnelisaverysimpleprocesstoqualifyandpre-framepotentialhigh-ticketconsultingorcoachingclients.Foryearswecalledallofourbuyersandofferedthemcoaching.Theproblemwasittooksixtysalesguystocontactallofourbuyers.Itcostmehundredsofthousandsofdollarsamonthtoweedthrougheveryoneandfindthefewwho

wereinterested.Afewyearsago,wedecidedtoclosedownthecallcenterandfindabetterwaytosellourhigh-ticketcoachingservices.That’swhenthisthree-stepapplicationprocesswasborn.Ithasgivenustheabilitytomakealmostasmuchgrossrevenuewithouthavinghugeoverhead.Wecanliterallymakeasmanysaleswithjusttwosalespeopleaswecouldwithsixty!Letmetellyouhowitworks.

Step#1:Youneedtocreateasimplepagethatsharesacasestudyvideoexplainingtheresultsyourclientscangetwhentheyreceivecoachingfromyou.Afterwatchingthe

freecasestudyvideo,potentialclientsclickonthe“applynow”buttonandaretakentoanapplicationdesignedtopre-qualifythemasgoodprospects.

Step#2:Theprospectsfilloutafullapplication,whichservestwopurposes.Ithelpsyoursalespeoplelearnaboutanapplicant’sbusiness—wheretheyarenow

andwhattheir

businessgoalsareforthefuture.Moreimportantly,though,itpre-framestheprospectbygettingthemtosellyouonwhyyoushouldtakethemonasacoachingclient.Theapplicationstageweedsoutthosewhoreallyaren’tready,soyouareONLYcallingtheprospectswhoarereadytostartworkingwithyou.Theapplicationalsopre-sellstheprogramintheprospect’smind.Aftertheyfinishtheapplication,wetakethemtoa

“homework”page.

Step#3:Theapplicantsfollowtheinstructionsonthehomeworkpage,allthewhilebuildinganevenstrongerbondwiththeAttractiveCharacter.MyInnerCirclehomework

pageincludesthreevideosforapplicantstowatch.Thefirstvideoisashortclasswithmeteachingwhatittakestosucceedinthisbusiness.ThesecondvideotellsthestoryofhowmywifeandIstruggledtostartourfamily.ItexplainsexactlywhyI’msopassionateabouthelpingbusinessownersgettheirmessagesoutintotheworld.(It’salsoatear-jerker.)Thethirdvideoisaseriesofcasestudiesandtestimonialsaboutthecoachingprogramitself.

Fig20.3a:Thehomeworkpageisanimportantpre-framestepthathelpsmake

thefinalsaleeasier.

Anotherimportantfunctionofthehomeworkpageisexplainingwhat’sgoingto

happennext(theapplicantswillbecontactedbyoneofthreesalespeople)andofferingawaytocontactUSbyphone—iftheyjustcan’twait.Mysalesteamisgreatatcallingpeoplequickly.ButwhenpeopleareinpainNOW,theyoftenwanttofeellikethey’rebeingproactive.Ifsomeoneisatthathyperactivebuyer

stage,Idon’twantthemtohavetowaitforustocall.So,Igivethemawaytocallus.

Thesalesscriptforsellingthehigh-ticketitemonthephoneisprettylongandinvolved.Let’sdiveinandlookatourscriptforsellinghigh-ticketproducts.

HIGH-TICKET,TWO-STEPSCRIPT

Closingahigh-endclienttakesmoretimeandfinessethansellingasimplerproduct.It’simportanttochangethesellingenvironmenttoaphoneconversation;aliveeventorseminarenvironmentcouldalsowork.Mostprospectswon’twhipoutacreditcardandpaytwenty-fivethousanddollarsbasedonavideosalesletteralone.Wehaveaveryeffective,high-endsalesprocess,andI’mgoingtosharethescriptwithyouhere.It’smuchmoreinvolvedthantheotherscriptswe’vecoveredinthisbooksofar.Infact,the

entireprocesscantakefromseventy-fiveminutestotwohours.Ifyou’reinterestedinlearningthefinerpointsanddetailsinvolvedinsellingwiththisprocess,youcanlearnmoreatwww.highticketsecrets.com.

Myteamusesatwo-stepscriptbecauseit’sreallythemosteffectivewaytoclosea

high-endticketsaleoverthephone.Youwillneedtwodifferentpeopletomakeasaleusingthisprocess:thesetterandthecloser.Usingtwosalespeopleprovidesconsistencyinyoursales.Whenyoufindtherightpeopleandtheyfollowthescript,itworks,dayinanddayout.Youshouldnotbetheoneselling

directlyonthephone;you’retoocloseto

theoutcomeemotionally,andit’sjustbadpositioning.

Instead,twosalespeopleworktogethertocloseanewclient.Thesettergathersbasic

informationontheprospect,drawsouthisemotions,andidentifiestheprospect’spainandgoals.Oncethatisdone,thesettergetsoffthephoneandhastheclosercalltheapplicantback.Theclosermagnifiesthepain,getstheprospecttosellhimselfonwhyheisagoodfitfortheprogram,andthenprovidesthesolution.

THESETSCRIPT

Introduction:Forsetters,thegoalhereistointroducethemselvesinalow-keywayandhaveanaturalconversationwiththeprospect.Thesetterisgettingtoknowtheprospect

andpullingoutanyemotionsrelatedtothetopicyou’rediscussing.Theymustfindoutwheretheprospectisrightnowandhowhefeelsaboutwhereheis.

Questions:Thenthesettershouldfocusonfindingoutwheretheprospectwantsto

be.Whatarehishopesanddreams?What’stherealreason,deepdown,thathewantsthosethings?Hemaywanttomakeahundredthousandayear—that’sgreat.Butwhy?

Whatwouldthatmoneyallowhimtodo?Quithiscurrentjob?Stayhomewithhiskids?

Buyaboatandsailaroundtheworld?Buyhisagingparentsahome?Finallyshowhisex-

wifethathe’sworthsomethingafterall?Thesetterhastofindoutthewhy.That’swhereyou’llfindtheemotions.Remember,peoplebuybasedonemotionfirst,thentheyrationalizethedecisionwithlogic.

You’veprobablyheardsalesadvicesayingyouneedtogettoabuyer’s

emotions,but

Ifindmanypeoplejustdon’tknowhowtodothat.Youhooktheemotionsbyaskingquestions.Alwaysaskadditionalquestions.Doestheprospecthavekids?Great!Howold

arethey?Whataretheirnames?Ifyouknowtheprospectwantstohomeschoolhiskids,

askwhy.Howwoulditfeeltoknowhehadthefreedomtoteachhiskidsanywayhewanted?Follow-upquestionshelpyouhookintoemotions.Whatwoulditmeantotheprospectifhecouldbuythatnewhouseforhisparents?Howwouldhefeelstandingona

boatintheCaribbean,totallyfreeofdebtandworry?Helptheprospectpaintapictureofthefeelingsbehindhisdreams.Youcangetallthisinformationwithafewquestions;withinfiveminutes,thesetterknowsexactlywhytheprospectisgoingtobuythisprogram.Healsoknowsthehotbuttonstofocuson.

Thesettershouldasktheprospect,“What’sholdingyouback?Whyhaven’tyou

achievedyourdreamsalready?”You’llprobablyhearsomevariationofIdon’tknowhow.

Theprospectdoesn’tknowhowtobuildabusinessonline.Or,hemaysayhedoesn’thave

time—whichisreallysayinghedoesn’tknowhowtobuildabusinessinfivehoursaweek.Hemaysayitisbecausehedoesn’thavemoney—whichisreallysayinghedoesn’t

knowhowtobuildabusinessusingotherpeople’smoney.Oncetheprospectrealizesit’s

simplyalackofknowledgeblockinghissuccess—andthatyoucanprovidehimwiththat

knowledge—askhimthisquestion:Ifyouknewhowtobuildabusinessinjustfivehoursaweek,wouldyoudoit?Ofcourse,heisgoingtosayyes!Hehasjuststartedtosellhimselfonpurchasingyourproduct,yourknowledge.

Thesettercannotmoveforwardwiththescriptuntilheunderstandstheprospect’semotionalhotbuttons.Theprospectmustalsoadmithedoesn’tknowwhatheisdoing(in

someformoranother)whenitcomestobuildingabusiness.Hemustrealizeheneedshelp.

Blast:GiveHimaTasteofWhatYouOffer:Don’tgointogreatdetailabouttheprogram;that’swhathe’sbuying.Butthesettershouldgivehimanideaofwhathecould

discoverorgetdone.

Now,obviously,it’simpossibletoworkwitheveryonewhoapplies/buysour

information…soI’mheretoweedoutthosewhoaren’treadyandfindtherightpeopletoworkwithone-on-one.Iunderstandyoudon’tknowhowtobuildabusiness

infivehoursaweek.AndIdon’tknow,butmaybewecanhelp.Letmeexplainwhatwe

dohere…

Next,askacriticalquestiontogettheprospecttosellhimself.Useapivotalquestion

thatwillbringhomeallthereasonsheneedstopullouthiscreditcardattheendoftheconversation.

Letmeaskyouthis…ifyoucouldworkone-on-onewithRussellBrunsonorsomeonelikehim…doyouthinkyou’dbesuccessful?

(Absolutely!)

Howcome?

Here’swhythisissoimportant:Icantalkforhoursabouthowgreatourprogramis

andallthereasonstheprospectshouldbuy…butitmightbealie.IfHEtellsmeallthereasonshe’dbesuccessfulwithourprogram…thenit’sthetruthbecausehebelievesit.

Whenthesettergetshimtoexplainallthereasonshe’dbesuccessful,salesbecomeeasy.

Ask:Howcome?WhywouldworkingwithRussellBrunsonhelpyoube

successful?

Then,thesettermustshutup!Don’ttalk.Lettheprospecttalk.

Oncehegivesthereasons,thesettershouldrepeatthembackandconfirmhisbeliefs.

So,ifIgaveyouthechancetoworkwithRussellBrunson,youbelieveyou’dbe

successful?(Yes!)

IfyouhadtheopportunitytoworkwithRussellBrunson,youcouldget(fillinwhattheywant)?

IfyouhadtheopportunitytoworkwithRussellBrunson,you’dknowhowtoget

there?

Next,gettheprospecttosellhimselfandtellthesetterwhyyoushouldworkwith

him.

Whydoyouthinkyou’dbeagoodcandidateforthisprogram?

Posture:Tosetupthecloserastheexpert,thesettershouldsaythefollowing:

Now,I’mnotpersonallyanexpertatbuildingbusinessesonlineinfivehoursaweek.Myjobissimplytofindthepeoplewhoarequalifiedtobepartofthisprogram.

IfIfeelgoodaboutyou,I’llturnyouovertoourProgramDirector(thecloser).Heistheonetodecidewhowillbetherightfitforourprogram.

BeforeIdothat,Ineedtofindoutalittlemoreaboutyouandfilloutashortprofile.Ineedtounderstandwhereyouarerightnowprofessionallyandfinancially.

ThenIneedtofindoutmorespecificsaboutwhereyouwanttobeinthefuture.Allthisinformationwillhelpusdetermineifyou’regoingtobeagoodcandidate.

IsitalrightifIaskyouafewquestions?

(Sure…)

Thesetterhasjustaskedfor(andgotten)permissiontoaskjustaboutanything.

Probe:CollectFinancialInformation:Yoursetterisgoingtostartaskingsomeprettypersonalquestionsnextandisgoingtofilloutaformwiththeinformation.Youwantpeopletoanswerquickly,withoutgettingtooemotional.Startbyaskingaboutage,

maritalstatus,highestlevelofeducation,andthingslikethat.

Thenthesettermustbesuretoask,Isthereanyoneelseinvolvedinyourbusiness—aspouseorfinancialpartner?Ifso,gettheotherpartyonthephone,too,rightthenandthere.It’sawasteoftimetokeepgoingthroughthepresentationifyoudon’thaveallthedecisionmakerspresent.

Thegoalofthisnextsetofquestionsistofindouttheprospect’sfinancialstatusand

whetheryoureallycanhelp.

FindingCredit:Yoursetterisgoingtofindoutdetailsabouttheprospect’screditsituation.

Howwouldyourateyourcreditrightnow?Why?

IfRussellBrunsonweretowriteacheckandpayoffallyourdebt,howmuchwould

thatbe?

Ofthatdebt,howmuchismajorcreditcarddebt?

What’sthetotalamountofcombinedcreditthat’sbeenextendedtoyou?(Subtracttotaldebtfromcombinedcreditextended,andyoufindouthowmuchhehasavailable.)

You’relookingformoreavailablecreditthantheprogramcosts.It’salsohelpfultogethimtotalkabouthiscreditbalancestoshowthatyou’rereallytryingtohelppaythoseoff—notaddtothem.Theprospectmightneedtotakeonestepbacktotaketenstepsforward,butultimatelyweknowaprogramlikethiscanhelphimpayoffallthedebtand

achievefinancialfreedom.

Thesettershouldalsoaskiftheprospecthasanysavingsaccountsorinvestments.

Doesheownhisownhomeorrent?Whataboutretirementaccounts?

Goals:TalkingAboutaProspect’sShort-TermGoals:Yoursetterisstillaskingquestionsandgettingtheprospecttosellhimselfontheprogram.

Whatwouldbeanoptimalsituationinsixmonths?Wherewouldyouwantyourbusinessinsixmonths?

Howlonghaveyoubeentryingtodo______________?Howsuccessfulhaveyoubeen?

Intwelvemonths,wheredoyouwanttobe?Whatwouldmakeyoufeelgood?

So,inworkingone-on-onewithRussellBrunson…doyouthinkyoucould

achievethesegoals?Canyouseeyourselfachievingthem?Howcome?

Commitments:GetFourCommitments:Nowthesetterisgettingtheprospecttodeclarehimselfagoodcandidate.Heispubliclystatingheisthekindofpersonwhotakesactionandfinisheswhathestarts.Oncehedoesthis,hisbrainwillhaveareallyhardtimereversingthatdeclarationandtalkinghimselfoutofthepurchase.

Youlooklikeapotentialcandidateformetorecommendtomydirector.BeforeI

canmaketherecommendationandturnyouovertohim,therearefourcommitments

thatmustbeagreeabletoyou.

1.Youmusthaveaminimumtimecommitmentof___________perweek.Canyoudothat?

2.Weneedpeoplewhoarecoachableandwillingtolearnandfollowtheadvice

ofourexperts.Canyoudothat?Whyareyoucoachable?

3.We’relookingforpeoplewhocanstarttoday.Wewantquickdecisionmakers.

Whendoyouthinkisthebesttimetostartworkingon___________(hisgoals)?

Youwanttohearsomeversionof“rightnow.”

Great.Ifitlookslikethisisafitforbothofus,isthereanythingthatwouldholdyoubackfromgettingstartedtoday?

4.WewanttoteachyoutheconceptofusingOPM(otherpeople’smoney)toinvestin___________.Areyoufamiliarwiththisidea?Wouldyouliketolearnmore

aboutit?

Explainhowtousethebank’smoney(creditcards)asashort-termleveragingtoolto

investingrowinghisbusinessorreachinghisgoals.

Wehavetwolevelsinthisprogram:________and__________.(Lowerpriceandhigherprice.)

Howmuchareyoucomfortableinvestingtogetyourbusinessstartedtoday?Why

wouldyouchoosethatamount?

Nowputhimonholdwhileyougotalktoyour“director.”Discussthecandidatewith

thecloser.Ifyoufeellikehewouldbeagoodfitforyourprogram,andsomeoneyou’d

liketoworkwith,thencomebacktothecall.

Letmehaveyouwritedownmydirector’sname;it’s___________.I’msohappy

he’savailabletotalkwithyoupersonally,becauseheisanexpertat___________.

Mostimportantly,hisjobistomakesurewehavetherightkindofpeopleonourteam.

So,Iwantyoutounderstandthisisnotforeverybody.Pleasedon’tbeoffendedifhedoesn’tofferyouaslot.Okay?

He’sinameetingrightnow,buthesaidhe’llbehappytocallyoubackinfiveor

tenminutes.

Hewantedmetogiveyoualittleexercisetogothroughwhileyouarewaiting.I

knowwe’vetalkedaboutyourgoals,buthe’dlikeyoutowritethemdownforyourself.

Writedownasix-totwelve-monthfinancialgoal.Next,writedownthreethingsyouwantbesidesmoney.

Okay?Great!Mydirectorwillcallyoushortly.

THECLOSESCRIPT

ThisscriptforthecloserisverysimilartotheSetScript.Youwanttoreinforcethecandidate’sdecisionsinhismind.Thecloserwillgothroughthesamequestionsasinthe

introduction,butperhapswordedalittledifferently.Getthecandidatetopictureexactlywhatlifewillbelikeafterhehassuccesswithyourprogram.

Whyareyouseriousabout___________rightnow?

Howlonghaveyoubeenthinkingabout___________?

What’sthebiggestthingthat’sheldyoubackfrom____________?

Whatareyoulookingtodoinsixmonths?Whatwouldthatdoforyou?

Whatareyouhopingforintwelvemonths?Whatwouldthatdoforyou?

Howaboutinfiveyears?Whatwouldyourlifestylebelike?

Thenyouwanttheprospecttoconnectyouwithhisdreams.

IfyouhavethechancetoworkwithsomeonelikeRussellBrunson,howwouldthatmakeadifferenceinyourlife?Anythingelse?

Next,theclosergoesthroughthefourcommitmentsagain.

It’smyjobtofindonlytheverybestpeopleforthisprogram.It’snotforeverybody,andIonlywantpeopleonboardifIknowtheyhavewhatittakestobesuccessful.SoI’mgoingtoaskyouaseriesofquestions,andthesearethingsyou’reeithercommittedtooryou’renot.So,theyaresimpleyesornoanswers.Isthatsomethingyou’rewillingtodo?

Don’tmoveonifyou’renotgettingtheanswersyou’relookingfor.Eitherbacktrack

tofindoutwhytheprospectisn’tcommittedorgetoffthephonebecauseheisnotalikelyclose.

Time:ExplaintheTimeCommitment

Areyouabletocommitto__________hoursperweek?(Yesorno.)

DecisionMaking:ExplaintheDecisionCommitment

Opportunitiesdon’twaitaround.Makingdecisionsisveryimportant.Doyousee

anythingthatwouldholdyoubackfrommakingadecisiontoworkwithRussellBrunsontoday?(Yesorno.)

Resources:InvestmentCommitment

Writethisnumberdown:___________________.

Now,aslongasyouseethevalue,andtheprogrammeetsallyourgoals,isthere

anyreasonyoucanthinkofthatwouldkeepyoufrominvesting___________today?

(Yesorno.)

Ifthesetterandthecloserhavedoneallthepreviousstepscorrectlyandtheprospect

saysyouoryourproduct/serviceisthenextbestthingtoslicedbread,thensuddenlythepricetagisn’tsuchabigdealanymore.It’sallaboutsettingthingsupinthebeginningtokeephimfromobjectingtothemoneyatthisstep.

Knowledge:Teachability

Mymainconcernwithtakingonstudentsisthattheyareteachable.Theymustbewillingtolearnandthenimplementwhatthey’velearnedsotheyaresuccessful.Doyoufeellikeyou’rethatkindofperson?(Yesorno.)

Howcome?

Soifsomeonecouldshowyouhowtodo___________,youwouldbesuccessful?

(Yesorno.)

What’sIncluded:WhattheProspectGetsWhenHeSignsUpToday

We’regoingtogiveyoueverythingyouneedtobesuccessfulandavoidmistakes.

Yourcoachwillhelpyouworkatyourownspeed.

Now,simplylistoutexactlywhatbuyersgetwiththeproductorprogram.

Close:FinalizingtheSale

Thisisprobablythemostimportantquestion…

Whydoyoufeellikeyouareagoodcandidateforthisprogram?

Theprospectissellinghimselfagainonhowhewillbesuccessfulifheisaccepted.

Thenallthat’slefttodoistakehiscreditcardinformation.Insteadofyouaskingforthesale,heisaskingyoutolethimbuy.Doyouseethesubtledistinctionthere?

Salesbecomeeasywhenhetellsyou(oryoursetter/closer)whyheneedsyourhelp.

Okay,that’sthewholetwo-stepscriptforthesetterandthecloser.Again,Istrongly

recommendyoulistentothisscriptinactiontogainabetterunderstandingofeachstep.

Justgotowww.highticketsecrets.com.

Let’sReview:Whensellinghigh-ticketcoachingandconsultingprograms,it’simportanttoweedoutpeoplequicklyiftheyaren’tgoingtobeagoodfit.Thatway,you

canspendmoretimewiththepeopleyoucanreallyhelp.Theapplicationandhomework

pagespre-frameandpre-selltheprospectonallthereasonsheshouldsignup—insteadof

worryingaboutallthereasonsheshouldn’tsignup.

Whenthere’stwenty-five,fifty,orahundredthousanddollarsonthelineattheendof

asalescall,youwanttomakesureyou’refollowingaprovenplan.ThemosteffectivewayI’vefoundtoclosehigh-ticketsalesistohiretwocommission-basedsalespeopleandhavethemusethetwo-stepscriptoutlinedinthischapter.

UpNext:Nowthatyouhavelearnedhowallsevencorefunnelsworkandthescripts

weuseateachlevel,Iwanttoshowyouhowsimpleitcanbetobuildoutthesefunnels.IamgoingtogiveyouaquicktutorialonhowtouseClickFunnels.comtobuildoutanyfunnelyoucandreamof.

SECTIONFIVE:

CLICKFUNNELS

Oneofthefirstquestionspeopleaskmeaftertheylearnaboutmysevencorefunnelsis

this:But,Russell,there’ssomuchtechnologyinvolved…howdoIcreateallthewebpagesandmakesurethey’reconnectedtogethercorrectly?Idon’twanttechnologytoholdanyonebackfrombuildingamoresuccessfulbusiness,soIwanttoofficiallyintroduceyoutoClickFunnels.Itcanbeyournewbestfriendandtakecareofmostofthetechstuffforyou.

ThissectionisnotmeanttobeafulltutorialonhowtouseClickFunnels.ThefirststepIgothroughwhencreatinganyfunnelistodecidewhichtypeoffunnelI’mgoingto

create.Isthisafrontendfunnel?Isitamiddle-of-the-Value-Ladderfunnelora

backendfunnel?AfterIknowwhichtypeoffunnel,thenIdecidewhichoneofthesevencorefunnelsoffersthebestwaytosellthisproduct.

ThenIusuallygetinfrontofawhiteboardandsketchouteachofthestepsthisfunnel

willrequire.Rememberthesevenphasesofafunnelandalsothetwenty-threebuildingblocksIexplained?AmIgoingtouseaquiztopre-framethisfunnel,orjuststartwithasqueezepage?WhatpricewillIsetformyfrontendoffer?WillIuseanorderformbump?

HowmanyupsellswillIhave?WillIaddanydownsellsifthecustomersaysnotooneof

myupsells?

Next,Iwanttomapoutmyfollow-upsequence.WhoismyAttractiveCharacter?

HowdoIwanttofleshoutthatcharacterinmyemails?WhatwillIsayineachemailin

mySoapOperaSequence?WhattypesofmessagesdoIwanttosendoutinmySeinfeld

emails?

Ithensketchitoutlikethis:

Fig21.2:First,wedrawouttheflowofthefunnel.Thenweseteverythingupwith

afewclicksinsideClickFunnels.

AfterIhaveavisualrepresentationofwhatIwanttobuild,thenIcanloginto

ClickFunnels.comandletthemagicbegin.We’vemadeClickFunnelseasyenoughthataCEOcoulduseit,butalsopowerfulenoughthatyourwebandtechguyswillloveit.

Step#1:Pickwhichtypeoffunnelyouwanttobuild.

Fig21.3:ThefirststepinClickFunnelsischoosingwhattypeoffunnelyouwantto

build.

Step#2:Choosewhichtemplateyouwanttouseateachstepinthefunnel,oryoucancustomdesignyourowntemplatesfromscratch.Myteamhasdozensofproventemplatesthatwe’veperfectedovertheyearsforeachofthesesteps,soitwouldbehardtogowrongifyoustickwiththese.

Fig21.4:Steptwoischooseyourwebpagetemplate.

Step#3:Afteryou’vepickedthetemplatedesignsforeachstep,finalizethefunnelandyouwillbeabletoseeyourentiresalesfunnelataglance.

Fig21.5:Onceyou’vefinalizedyourfunnel,thepagetemplatesaresetupandall

youranalyticsandstatsareavailableonthedashboard.

Step#4:Nowyoucangoinandeditthecopy,addyourvideos,integratewithyour

emailauto-responder,andsetupyourorderformsoneachpage.

Fig21.6:Text,video,buttons,orderforms–allareasofthetemplateare

customizable.

Afterthat’sfinished,you’llseethatthesalesfunnelyousketchedoutonthewhiteboardhasnowcometolife.Youcanstartdrivingtrafficandgettingresultsinrecordtime!Isn’tthatexciting?!Whilethisoncetookourteamofexpertstwotofourweeksto

create,wecannowcreateeverythinginClickFunnelsinaboutanhour!

Ifyoudon’thaveyourClickFunnelsaccountyet,youcangetafree,two-weektrialat

www.ClickFunnels.com.

Also,ifyouwanttoseehowtobuildoutanyofthespecificfunnelsinthisbook,you

canseealivedemoatwww.DotComSecretsBook.com/resources/cfdemo.

CONCLUSION:

IGNITE

Phew!

Rightnowyou’reprobablyfeelingabitoverwhelmed.ThisbookisnotexactlywhatI

wouldconsiderlightreading.You’vejustconcludedafull-onimmersioncourseinhigh-

levelInternetmarketingstrategy,andyoushouldfeelproudofyourself.

Beingoverwhelmedisactuallyagoodthingbecauseeventhoughyoufeellikeallthat

informationisabig,jumbledMESSupstairs,yourbrainissubconsciouslymakingconnections.Rightnow,withoutyouconsciouslydoinganything,it’sfiguringoutwhich

competitorsyoumightwanttoresearch.It’sstrategizingaboutwhatyourValue

LadderwilllooklikeandwhattypesofsalesfunnelsyouwillusetoascendpeopleonyourValueLadder.Allthisishappening,eventhoughyoumightfeeloverwhelmed.

Prettycool,huh?

YourmostimportanttoolsarethesillylittlediagramsI’vegivenyouineachchapter.

Afterallthisinformationhasachancetosinkinforadayorso,gobacktotheimagesandseehowmuchoftheentirechapteryoucanrecall.Ithinkyou’llsurpriseyourself.Andifyoudoforgetoneoftheconcepts,youcanalwaysgobackthroughthebookandre-read

thesectionsyouwanttoremember.

So,whatintheworldshouldyouworkonfirst?Here’swhatIrecommend:

1.

Decidewhoyouwanttoserve.Whoareyouridealclients?

2.

Createyourbait,anddoitquickly.Don’toverthinkitortryforperfectionhere.

3.

FigureoutyourValueLadder.Whatcanyouofferaboveandbeyondwhatyou

currentlydo?Gocreatethosethings.

4.

Startbuildingoutyourfunnels,oneatatime.

Thisbookisaplaybook.Don’tjustreaditonceandgoonwithbusinessasusual.

Keepithandy,andrefertoitoften.Onceyougetyourfirstcoupleoffunnelsworking,Iwouldstronglysuggestspendingaweekortwoimplementingoneof

thesecretsyoulearnedhere.Thenmoveontoanothersecretandanother.Whenyou’verunthroughallof

them,goback,anddoitagain!Continuetoimprove.

IGNITEYOURBUSINESS

Manypeoplewhoreadthisbookbeforeitwenttoprintwantedmetolookattheirideas

personally,includingtheirstartups,ortheirexistingbusinessesandsalesfunnels.Ididjustthatforafewfriendsandwasabletoidentifytheholesthatwerekeepingthemfromgrowingasfastastheywanted.Isuggestedthesimpletweaksneededtoimplementthese

DotComSecretsyou’vejustlearnedabout.Wewereabletoseedramaticincreasesalmost

overnightineachofthesecompanies.

That’swhatIlovesomuchaboutthethingsyou’velearnedinthisbook.Theyareall

simpleconceptsthatyoucanapplywithouttoomucheffort,buttheresultsfromeachof

thesetweakscandoubleortripleyoursalesalmostovernight.

Oncethisbookisavailabletomillions,Iknowit’sgoingtobemuchhardertoaccommodateeveryonewhowantsmorepersonalizedhelp.SoIcreatedsomethingspecial

justforthereadersofthisbook.I’veopenedupspaceinourDotComSecretsIgniteprogramsothatIcanpersonallylookatyourcurrentfunnels,spendanhourwithyouon

thephone,andthenhavemyteamworkwithyouforafullyeartoimplementthechanges

youneedtomake.

Ifyou’dbeinterestedinbeingpartofIgnite,thenIwanttoinviteyoutoapplywith

mepersonally.Youcanapplyhere:

http://Ignite.DotComSecrets.com

Afteryouapply,someoneonmyteamwillgiveyouacallandexplaintheIgniteprogramtoseeifit’sagoodfit.Ifitis,thenwecouldactuallybetalkingtogetherlessthanaweekfromrightnow.

Andwiththat…

Iwillendthisbook.

Thankyousomuchforreading,andIwishyouallthesuccessyoucandreamof…

RussellBrunson

DocumentOutlineTitleCopyrightTableofContentsForewordWhatThe‘OnlineMarketingWizardFraternity’Doesn’tWantYouToKnow(and:isTHISbooka‘fraud’?)WhatThisBookIsAbout(andWhatIt’sNOTAbout)IntroductionSectionOne:LaddersandFunnels

Secret#1:TheSecretFormulaSecret#2:TheValueLadderSecret#3:FromaLaddertoaFunnelSecret#4:HowtoFindYourDreamCustomersSecret#5:TheTreeTypesofTraffic

SectionTwo:YourCommunicationFunnelSecret#6:TheAttractiveCharacterSecret#7:TheSoapOperaSequenceSecret#8:DailySeinfeldSequence

SectionThree:FunnelologyLeadingYourCustomers99totheSale(OverandOverAgain)

Secret#9:ReverseEngineeringaSuccessfulFunnelSecret#10:SevenPhasesofaFunnelSecret#11:TheTwenty-ThreeBuildingBlocksofaFunnelSecret#12:Frontendvs.BackendFunnelsSecret#13:TheBestBait

SectionFour:FunnelsandScriptsFrontendFunnels

Funnel#1:Two-Step,Free-Plus-ShippingFunnel#2:Self-LiquidatingOfferFunnel#3:Continuity

FunnelsfortheMiddleoftheValueLadderFunnel#4:ThePerfectWebinarFunnel#5:InvisibleFunnelWebinarFunnel#6:ProductLaunch

BackendFunnel

Funnel#7:High-Ticket,Three-StepApplicationSectionFive:ClickFunnels

Conclusion:Ignite