[Music]
hey this rustle again and today I'm
excited because today but I just talking
about clickfunnels which is one of the
coolest things in the world but for you
to really utilize clickfunnels and
really have success from it
I think it's vitally important that you
not only get good at using the software
and using the tool we actually become a
marketer click photos is built by
marketers like me for marketers know the
market their products and their services
and sometimes you people come in and
they have a product have a service they
want to sell to throw the click phones
they build a funnel and then right
nobody's buying it nobody's coming to my
thing no one's give me that email I just
like why not it's because it's not just
something you put up there and hope that
the best happens it's something we have
to understand the marketing behind it
and so what I want to do during this
walkthrough is to help you out
understand some of the core fundamental
concepts of marketing that are essential
for your success inside of funnels to
kind of step back because I know that a
lot of people they first get in click
funnels they don't even know what a
funnel is most people obviously have
heard of a website right when I got
started in this business 15 years ago
websites were the thing and I was funny
because I remember back then everybody
would come and they would say my god you
think I need a website everyone's
talking about website should I get one
and now we kind of laugh out I could
stay you know like there's no business I
don't think that doesn't have a website
you have to have a website to exist and
that's kind of a funnels are today
funnels are the future like they are the
evolution of websites that's where
everything is going people always ask me
like well do I need a funnel for my
business and I was kind of chuckle
because they don't understand the
strategy when they do it's like oh wow
like there's no point to a website like
the only thing I need is a funnel the
first core concept you have to
understand I learned initially from one
of my very first marketing mentors
name's Dan Kennedy and he said this
whoever can spend the most money to
acquire customer wins and I remember
hearing that and just didn't really
resonate with me but bear with me as I
share this story with you it's gonna
make it's gonna even find out like this
is the key most important thing to
understand in business in marketing in
funnels let me tell you my story so when
I got started in this business back 15
years ago I was in high school and I'd
built my very first the website selling
potato guns now I had created an
information product I set up a website
I'd done my best and back then the way
that everybody got traffic to the web
sites was by using a website called
Google so I went to Google I started
buying my very first Google Ads now as a
college student I don't have a ton of
money so I was able to invest about ten
dollars a day into Google ads and the
good thing for me is I was selling this
deep
for $37.00 and what happened is on
average for every ten dollars I'd spend
I'd sell about one DVD so you do the
math on that I was spending ten dollars
making thirty seven dollars I had $27
profit that was putting inside of my
pocket now what happened is a little
while later Google shifted their
algorithm and kind of changed how how
things work and the price for every
single click started going up it got
bigger and bigger and bigger now what
happens is one day I woke up and the ads
that I was running were the exactly the
same ice skating the same amount of
clicks the amount of people my website
but now instead of spending $10 a day to
do the same amount of traffic I was
spending $50 a day now if you do the
math on that you spent $50 a day you
make $37 day I was losing 13 dollars
every single day because of my website
now I don't know about you but I really
quickly my wife and I realize we
couldn't keep doing that and stay in
business so after four or five days I
had to turn off my website and it was
over for me and unfortunately for me and
for so many entrepreneurs that's for
most entrepreneurial dreams die is in
your spending money you can't be
profitable and it just falls apart a few
months later I had a friend who was in a
similar business to me and he called me
up and said hey Russell I think I
figured out the secret he said I started
adding upsells to all of my products and
I was like what do you mean upselling
said well it's kinda like McDonald's
you've been a McDonald's Mikey I said
you know when they offer you a hamburger
and I said yeah I said you know that for
them to sell that hammer could actually
lose money the money for the ads and the
promotion the mark and actually lose
money so silly hamburger fright 2 or 3
bucks and it costs them four or five
dollars to get you there and then drive
in we said then they added this little
sentence on there and said hey would you
like fries and a coke with that and the
majority people say oh yeah sure throw
that in there and they did that the
fries and the coke is where they make
their money so I spend you know three or
four dollars to get someone there they
sell a hamburger for two dollars they
lose the dog they add fries and a coke
and all sudden boom they're profitable
and so he showed me his website he had
similar websites to me selling little
information products and he said look
what I did is I started having upsells
can I sell the next thing to someone who
need if they bought my first product and
I said well how that worked for my
potato guns I don't know he said well
when somebody buys a potato gun DVD
what's the next thing that they need and
I was like well you know the next thing
that stood by the pipes and the glue and
the barbecue igniter and all those
pieces that you have to go to the store
to get he said you should make a kit and
just upsell the kit and so I was lucky I
found someone up in northern Idaho who
actually sold
gun kits and we did a partnership and I
started adding those as upsells and so I
transitioned my my little website into
my very first funnel I didn't know
that's what it was called at a time it
was a funnel so somebody would buy my
DVD and then the next page would upsell
them a potato gun kit now if you look at
the math on how this all worked I was
still spending $50 a day on Google that
didn't change they didn't lower their
prices for me they were still charging
the same amount and I was still
averaging about one sell a day of my
DVDs so I was only making thirty seven
dollars so I was actually losing money
but then what was cool is that one out
of every three people who bought my DVD
ended up buying my upsell and buying my
kit you look kind of math on that mic it
was $197 that means one out of three
means I made extra $65 for every DVD I
sold that means I spent $50 a day and I
was making 102 dollars a day so we do
the math on that I was actually making
52 dollars every single day now that is
when the whole light bulb went off my
head I was like that
that's the secret like if I can spend
more money to acquire a customer then I
win and that's when I realized websites
made me broke but funnels actually made
me money now as I started my career
after I did that I started getting
excited I started realizing like wow
there's so many ways to do funnels and I
can put funnels into any business and I
started doing that I started going into
really competitive markets where there's
tons of competition and I would look and
I would see these people all I had was a
website selling a product I would take
that concept and I would go Matt shower
adding upsells and down cells and adding
different things in there and I start
competing against these people and was
crazy as they could spend you know
however many dollars a day they could
spend an avatar I could spend two or
three times as much money and still make
more money and very quickly I start
beating out all my competitors and every
market we win into if you're a business
and your breakeven or you're losing some
money a funnel is the secret that's what
gets you from breaking even to becoming
profitable if you're doing well but you
want to grow a funnel is the secret it's
how you start taking your business and
scaling it you make more money for every
single person who comes into your into
your funnel ok the funnels are the
secret to growing businesses and getting
your message your products your services
out into the world
now obviously there are lots of
different types of funnels as you
learned in the earlier walk through
inside the cookbook we had 22 different
types and so some of the funnels are
specifically for selling the product ok
like my potato gun DVD where I sold the
DVD then I have sold a potato gun kit
some some funnels aren't for that some
funnels are for generating lead then you
send emails to them and sell them things
in the future summer
generate applications you can calm on
the phone summer summer funnels to get
people into your actual location it
doesn't right now there's different
funnels for different situations I think
a lot of people think the funnels are
this mysterious thing yet it's happening
every single day right now in fact if
you run an offline business I promise
you you already have a funnel it may be
a really really bad one but you have one
think about it's let's say you're a
chiropractor or a dentist or something
right somebody sees an ad they drive by
to see your billboard and see your place
they get a referral something right and
they come to your location and walk up
to your door what's the first thing they
do they open the door right and they
walk in now something's happening -
they're coming into this funnel now
they're greeted by somebody could be
your front desk receptionist or whoever
right and they're saying something
they're trying to get them to schedule
an appointment or set up a call or
whatever the thing might be and then
after that happens and they take them to
the next step and the next step and
every business has it there's some kind
of funnel so then a process you're
taking people through all the time
and the online funnels are the same
thing people think is something
different but it's not it's if I'm
driving out from Facebook they're gonna
come somewhere to a page and maybe I
page I try ask for their email address
or maybe I'm selling them a product or
I'm taking them down this path just like
I would if I was selling somebody face
to face so cool thing about funnels it's
not something new or different they're
not used to it's the same thing you're
used to it's just in an online format
but I wanted you to understand that's
what a funnel is I want you understand
the one cold core concept so whoever can
spend the most money to acquire a
customer wins that's how you grow a
company that's how you beat your
competitors let's say some more products
and say your ads more out there that's
how like all the things that you want in
business all come off of that concept
and the way you're able to spend more
money profitably is by having a funnel
think about your existing business think
about the business in right now let's
say you do have a regular website how do
you take this thing with all these
things how do you restructure them into
an actual funnel and you start thinking
about those things to get you excited
about funnel so with that said thanks so
much and I'll see you guys on the next
training
[Applause]