- Hey everybody, this is Russell Brunson,
and today we're talking about sales funnels tutorials
for beginners, and to do that I want to show you guys
my very first sales funnel I built as a beginner.
In fact, this is a picture of me here on the slide.
This is me with my shaved head making a potato gun.
This is the very first, one of the very first landing pages
for howtomakeapotatogun.com and there's a doodle
of me shooting potato guns 'cause I am a potato gun expert,
but we're gonna talk about just the basic concepts
behind a sales funnel because I think at first people get
all complicated, like oh, it's gonna be really difficult,
it's gonna be hard, but I want you to understand
this is really, really simple.
So here is an actual potato gun.
I don't know if you can see it on the camera or not,
but we're gonna walk you guys through this.
When I first created this with my buddy Nate Plohn,
I was going to college at the time, I was trying to figure
out like how do I make money on the Internet,
and someone said you should sell information products.
I was like, that's awesome, but I don't know anything
about anything, and then that weekend was spring break,
and Nate and I went and we made potato guns
and had a great weekend, and then fast forward
to like the next Monday, I'm back in school,
sitting there kind of like doing the bored school thing,
and all of a sudden I was like wait a minute,
I know how to make a potato gun now.
That's information, can I create a product about that?
And so I was freaking out, I went online.
At the time, there's a website you could search
to see how many people were searching for different keywords
and there were 18,000 people a month searching
for the phrase how to make a potato gun or potato gun plans
or spud gun plans, and nobody had a product,
and I was like light bulb,
I'm gonna make a product teaching that.
So I got Nate, we went down to Home Depot,
we got a video camera out, we filmed this whole thing,
and we made our very first, very first product,
and I put it online and I didn't know how to sell anything
so I just had like a basic website.
The website was like hey, come and buy my thing,
and then I went to this thing called Google.
You guys may have heard of it before, and on Google they had
these things right here, and on the side there were
these ads, and so I would pay for the Google ad,
someone would click on the ad, they'd come over here,
they would see this thing, and they'd be like oh my gosh,
I must buy this DVD so I can learn how to make a potato gun,
and some of them would give me money, and initially
when we first started selling this, we were selling it
for $37 a piece, and so people would buy that,
and that was my business, and I remember putting the ads up
and I was spending about $10 a day.
Let me do the math over here, so I was spending $10 a day
in ads over here, and from that I was averaging
about one sale a day, okay?
Now, as a college kid, I'm looking at this and I said okay,
I give Mr. Google $10 and then he gives me back 37.
That means I got $27 to put in my pocket.
Next day I gave Mr. Google $10, he gave me back 37,
I put 27 in my pocket, and I kept doing this,
and I was like I am the smartest man alive,
and then something evil happened.
The guys over at Google decided they wanted
to make more money, and so they changed their algorithms.
I'm not gonna get into that, but they changed
their algorithm, and so no longer was it
like I spend $10 and I make 37.
Instead, I started spending $10.
Excuse me, like my ad cost went up so I started spending
$50 a day to make one sale, okay?
Now I'm not the sharpest tool in the toolbox,
but I gave Google $50 and they gave me back 37,
and I was like wait, I lost money, and then I gave them 50
and I lost 37.
That's three or four days, I'm like wait a minute.
This game sucks, I'm losing, and so I turned my ads off.
I'm like I can't play this game, and I remember being
frustrated, and one day I got a call from my friend,
and my friend had a similar business to me.
He said, hey Russell, I think I figured it out.
I said, figured what out?
He's like, I stopped, and he didn't call it the funnel,
he's like I created this thing called an upsell.
He called it an OTO, one time offer.
He said, what I did is that every single person
who bought my product, I then upsold them something else,
and I was like, well why would I do that?
He's like, well, have you ever been to McDonald's before?
I'm like yeah, and he's like, well you know how you go
to McDonald's and you go through the drive-through
and you're like, hey, I want to order a Big Mac,
and the dude's like cool, do you want to super size it?
Do you want fries and a coke with that?
And he starts offering you upsells.
I'm like yeah, and he's like if you look at the math,
he's like, McDonald's actually loses money selling a Big Mac
but they make all their profit when someone buys the fries
or the Coke.
I was like, okay.
He's like, right now, you're losing money
selling your potato gun DVD.
You just gotta sell these guys fries and a coke
and then you'll be profitable, and I was like,
I still don't quite get it.
He's like, if someone buys this,
like what's the next thing you can do?
If you were trying to serve this person,
what's the next thing you could serve them with?
And I said well, when someone buys the DVD the most annoying
thing is now they have to go to Home Depot
and they have to buy the pipes, and they have to cut them,
and like all this stuff to make this amazing gun,
and he said, well what if instead of you telling them
to go buy the stuff, what if you upsold them a kit
that did this whole thing?
I have no idea if this is gonna show up on the camera or not
but I thought it looked kind of cool, and so he said,
make an upsell where you sell them the kit.
So here is,
here is the kit, so I did some math and I started calling
around and I found these guys in northern Idaho
who actually made potato gun kits, and I would spend,
I would start selling these for $197,
and now this became my very first funnel ever.
Again, I didn't know it was called a funnel at the time,
but someone come, they click on the ad,
they would see my DVD, they would buy my DVD.
On the next page, our upsell says hey, the DVD's coming,
do you want me to ship the pipes with you too
so it'll save you some time?
Just $197, people are like that would be fantastic,
and they'd click the button and they would buy it, okay?
Now, what happened, if you look at the math, was interesting
is that Google didn't change their ad costs.
They still were charging me $50 a day, right?
So that didn't change, but I came here and I spent $37,
so I lost some money, but then what happened is that one out
of three people who bought the DVD would buy this, right?
So let's say I got a bunch of clicks over here, boom,
and say there's three people right here that bought the DVD.
One of these people then would go and buy this.
For every DVD I sold, so I made $37, 1/3 of those people
bought this, so I take $197, I divide it by three.
If I do the math on that, that's $65.
So if I take $65 plus $37, seven plus five equals 12,
nine, 10, 102.
So now I was making $102 for every single person
that bought the DVD, does that make sense?
'Cause one out of three bought the kit as well, okay?
So now I was on Google, I was paying $50 a day in ads,
but I was making, on average, $102 a day.
I put $50 in, I got $102 back, okay, and all of a sudden,
I started looking, I was like I am the smartest
man alive again.
I spent $50, I get back $102, and so I was back in business,
potato gun sales were cranking, I was having a good time,
and then I realized wait a minute, potato guns are good,
but the market's like this little.
Like what other markets could I do this with?
And I started thinking, I said well,
what if I did this in speed reading?
I met a guy who was the world's fastest reader, Howard Berg,
and so we set up a funnel for speed reading and it worked,
and we said, what if we did this in the dating market?
And I found someone who was a dating expert,
we plugged it in.
What if we did this with supplements?
What if we did?
And we started doing this, and the funnels obviously tweak
every single time, but the concepts are the same,
and I became obsessed, and over the next five or six years,
I launched over 100 different funnels
in 100 different markets and became obsessed with it
and it became so much fun, but this concept of a funnel
works in any business, and so what I want you guys
to understand is this is how simple it really is.
It's not some complicated thing.
Sometimes we get all complicated.
It's very simple, so like we buy an ad to sell something.
Somebody buys that thing, then what's the next logical
thing they need?
Well, if they bought a potato gun, the next thing they need
is they need a potato gun kit, and that becomes my funnel,
and that's kind of what we take people through.
All right, hope you loved that tutorial about how I turned
one of my hobbies into a sales funnel and turned it
into money and how you can do it as well.
If you don't have a ClickFunnels account yet,
go to iloveclickfunnels.com, get a free trial along
with a whole bunch of other really cool bonuses
that you are gonna love, and on top of that I want you
to stay tuned 'cause the next video is coming up here
in about five seconds.
I'm gonna walk you guys through seven different sales funnel
secrets that'll help increase the conversions
and how much money you make on every one of your funnels.
With that said, let's watch the next video, let's go.