- [Russell] Hey everyone who is just tuning in my name is,
Russell Brunson, and today we're going to be talking
about Facebook funnels, everyday I go through a bunch of
questions you guys ask me, about building your company,
and growing your traffic and your sales and your leads.
And all sorts of fun stuff, and today we're talking about
Facebook funnels.
So the question is,
how do sales funnels and Facebook funnels match up?
How should I be using Facebook?
So, that's a good question and the strategy changes often,
and there's a lot of different ways, but imma kind of walk
you guys through the basic principles that we focus on here
at Clickfunnels, as we're growing ours.
So, for me and for our team everything kind of starts at the
offer level, right, so we figure out first off
what is the offer we want to make, okay?
So the offers like imma sell this and you're gonna get this
and then you're gonna get this and we figure out the offer
right?
Then we come back and say okay cool, that's the offer we're
getting, then how do we sell that.
K, which this is usually, primarily, like the story.
What's the story we're gonna use to sell it.
And that's like cool, here's the story
and maybe we're gonna do that story on a webinar
or a video sales letter or a long form sales letter.
Or whatever, but there's some story.
That we're telling here, that's gonna sell that offer.
Right? Pretty simple.
And then the last thing is like what is the hook we're use
to grab them, okay.
And so the hook then for me, comes back here.
Let's say this is Facebook or Youtube or whatever platform
you're selling on, now I can't to kind if caveat real quick.
Every step in this process, there's going to be a hook,
story and offer.
There's a hook, story and offer in Facebook
and there's a hook story and offer in the sales video.
There's a hook story offer in the upselling,
every piece has that, but as an overarching strategy,
if you look at it from a high level.
It's like, the macro before the micro.
The macro is like the ad is like the hook, right.
Then the sales message, the funnel, is the story
and what you're selling is the actual offer.
K, so if you come back to our core framework of
hook, story, offer, k so this is the macro looking down.
Now the micro looking down, again is our hook, story, offer
in each, every single element of this.
But for this question, we're gonna get to the bigger one.
Alright, so the question is,
how do sales funnels and Facebook match up?
So for me its like, these two things are tying together.
Very very similar, right, Facebook is the group of people
So over here there's all these people all of these dream
customers are over here, Facebook, Youtube
or whatever you want to target makes it simple for us,
who are the exact customers who want our products right.
So when I started selling my, the book Dotcom Secrets.
I was like who are the people who would want this book,
and I'm like K its entreprenaurs who are mission driven,
who are whatever right, and I figure out exactly who those
people are, and Facebook gives me the ability to like
find out exactly who those people are so I can target them
perfectly, right.
So I'll put it like a target here like we can find exactly
who we're trying to target, almost perfectly on Facebook, K.
Now, the goal of this Facebook is to set the hook, right.
So people on their feed, and they're scrolling through
their feed as fast as they can.
They're doing it at their desk,
they're doing it in the bathroom,
they're doing it while they're walking,
they're doing it while they're driving, its horrible!
But, that's what we're doing right.
And your job in Facebook, the first step of the funnel is to
stop them, and grab them and hook em right.
So we hook em, get their attention for just long enough
to send them over here, okay.
And so that's kind of the first step, it's like,
it's the prefunnel, everything happening in Facebook is the
prefnnel, right.
And from here, then the message needs to match, okay.
So whatever my, hook and stuff that's gonna be over here
on the sales page has to be similar to over here.
We've done funnels in the past where like our hook
on the Facebook is amazing, then the come over here,
there's a mismatch, and doesn't convert.
No matter how good it is here or here,
if there's disconnect it doesn't work, right.
In fact a lot of times our headline for the ad will be the
exact same line, that's over here, right.
So I want congruency between the first step and the second
step and from there for them to take the offer, okay.
So then the strategy is like how do I, how do I do this?
How do I create the hooks and the ads?
And it obviously is always changing all the time,
but one of my favorite things to do is we never know
what hook is gonna get somebody to listen right?
So, I'm tryna hook them to have them come listen to a story
about why they should buy my offer.
And inside the story there might be four or five or six or
ten different things inside this story that I'm telling
right.
And so inside the story there might be a bunch of
different hooks, and so I'm thinking what're the different
hooks that's gonna grab someone and say how quick I did it,
how much weight I loss, how much money I made,
how much time I took, you're one of my successes stories
of my students.
All these are little hooks, and so I look at Facebook like
a big pond and I'm throwing out these different hooks,
and I'm tryna figure out which ones are gonna work
and which ones won't work.
One of my favorite examples of this was at
Anthony DiClementi, he owns a company
called Biohacking Secrets.
And he had a book that he created, that was a free book
to teach people how to bio hack,
And at first we set the funnel and it worked awesome,
but then we couldn't come and get people to come over,
and we couldn't figure out what hook would actually get the
right people to come like how do we get his dream customers.
So we told Anthony, go do a Facebook Live every single day,
and each day try a different hook.
So one day he did a Facebook Live
that was like hey, Imma show you guys my number one way to
biohack my mitochondria or something weird like that, right.
And he does a Facebook live about that, puts it out there
and guess what, it was a horrible hook and nobody bought
on it, like, nobody came and watched it.
So the net day he tried a different hook,
and he tried a different hook,
and he kept doing different hooks all of them leading
back to the same free book offer he created.
And he kept trying thing after thing,
and after like day 11 or day 12,
he made a video that's called how to biohack your vegetables
and he's basically like, cooking your vegtables in
Kerrygold butter, something really simple
but for some reason that hook, grabbed his dream customers.
And that video ended up getting viewed a million times,
drove tons of people into his funnels,
and made a bunch of money, okay.
So if you look at this from the macro,
it's hook, story, offer in Facebook or the ad platform
we're throwing a whole bunch of different hooks
tryna find out which ones people will grab onto.
And now if we get em, then we pull them back here,
tell them the story and we make them the offer.
And that's basically how Facebook and how our funnels
how they kind of coexist and how they work together.
Is Facebook we're replacing a whole bunch of hooks,
and over here we're actually telling them the story,
to then make them the offer.
And so I hope that helps you guys understand how those two
things, Facebook funnels and sales funnels,
how they work together.
Thank you so much for watching!
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And I will see you on the next video.