My new secret formula to sell everything I sell, for free.
In this episode Russell talks about his new book funnel that is launching this week and how he shifted the way he is selling it to hopefully make the offer irresistible.
Here are some of the interesting things you can look forward to in today’s episode:
How shifting an offer by making it free, makes the offer irresistible. How Russell can still make money when everything is free. And How Russell is using things he recently learned from Brendon Burchard in his book funnel.
So listen below to find out how you can still make money when everything is free.
What’s up everybody, this is Russell. Welcome back, I’m glad to have you guys here. I just got done with my daughter’s soccer practice, or not practice, it was a game and they did good. Now I’m heading home to go grab sandwiches for everybody. My wife and I took different cars because I had to film an upsell video real quick. Anyway, I got the upsell video done and then flew out here to the soccer game and now I’m heading back home.
I’m grabbing some Jimmy Johns on the way for the kiddos, some sandwiches for the adults, which will be kind of fun. So that’s what’s happening in my personal life. But I got something, I don’t normally do this, this time of day, but I’ve got something exciting I want to share with you guys that I think is going to be huge, huge, huge for value.
One of the things on my mind right now is offers. How do you create an offer that’s so irresistible that people have to give you money? There’s no logical way. One of the biggest, sorry, I didn’t finish my sentence. There’s no logical way for someone to no to you. Alex Mendosian from the Inner Circle, as we were talking, he’s one of the kings of creating offers that are so good you have to be an idiot…..he figures out a way to first off, to build gyms by giving people exactly what they want for free. But then, he’s getting paid 500 dollars to do that, don’t ask me how he does it, because it’s a little complicated to explain.
Then he got gym owners to basically let him come in and build their gyms for them, for free and in exchange they give him 50 thousand dollars. Once again, how does he do that? I don’t know how to explain it, but it’s pretty cool. And it’s awesome, so he’s really, really good at that. There’s other people who are really good at. I watch as other people struggle. They’re like, ‘Man, I created this course and no one’s buying it.” And it’s like, “The problem is you’re selling the course. That’s not sexy, nobody just wants to buy a course.” You have to understand that. To create, if you look at when we launched Clickfunnels, you look at the webinar that’s taken us to where we are today, if you notice this one little intricacy, I didn’t sell Clickfunnels on the webinar.
“What Russell? I thought you sold Clickfunnels, that’s how you built it up so big.” No, I didn’t. If you look at the offer, what the offer was when you buy Funnel Hacks for $997, you buy this course that’s amazing for $997, when you do that you get Clickfunnels for free for the next 6 months. That’s the offer. You look at that and you’re like, huh. Yes I want Clickfunnels for free, so I will buy the course.
So I created an offer that’s, because what they really want is Clickfunnels. I’m like, I’m going to give you Clickfunnels for free, who wants it for free? “I want it for free.” Sweet. When you invest in this training course, you get it for free. That little shift was huge for us. Before I was selling Clickfunnels, and you get this Funnel Hacks thing for free, what they really wanted was Clickfunnels, so I give them that for free when they buy the course. Shifting the offer. Same products, same deliverables, different way you structure the offer.
As I was telling you about Brendon Burchard, Brendon was showing me some of their offers and this one, I’ll kind of walk you guys through it, but he showed me this really cool process he does called the seven day launches, and I showed the inner circle meetings. I walked everybody through it in our groups. People are all going nuts, we’re about to launch our first, which I’m excited for. But what’s interesting is as I was looking at his offer, it’s brilliant because….How do I explain it?
Basically he creates a course for people live, so you get to watch for 12 hours as he creates an actual course, and you see the whole thing live. So then the average mind would say, “Okay, the product I’m going to sell now is that course.” The context of this is kind of hard, because you guys don’t have the back story, but just pretend like you understand. He creates a course, let’s people watch it live and at the end he offers a product. So the logical thing would be to sell the course, they just saw it, they want it. But he doesn’t sell the course, instead he sells a different course, gives a huge 50% discount on that course. When they buy that they get the thing that they just watched him create for free.
So it’s shifting the offer, which is the magic. So as I’ve been kind of thinking through this, I was launching, we’re launching the Expert Secrets book in a few days, and today I came in the office and the funnel I had was good, they were all good offers, but a good offer doesn’t make you tens of millions of dollars, like an insane, irresistible offer does. So I kind of took our existing funnel, scratched all that and said, ‘we’re starting over.” And I shifted the whole thing and we changed the funnel and the offers and now it’s insanely good.
Should I walk you guys through the whole funnel? I have a little time, okay we’ll do that. So this is what’s going to happen in the funnel. Somebody will come to the page and you’ll notice all the ads about free book, free book, free book. Why would I do that? Irresistible offer. Free book, you cover shipping. The message is always like, I’ll pay for the book, you pay for the shipping. That’s the message, irresistible offer, “Okay I want the book.”
They go to buy the book, they put in step number one, shipping address. Step number two says, “cool, here’s the book for free like we said. Or you can upgrade right now and get the Funnel Hacker Black Box, which gives you both of my books, plus these other four books, plus these other cool things and it’s just $37.” So they can upgrade, which is again another irresistible offer. You’re going from this to this other thing and it’s still irresistible. So there’s the irresistible offer.
Then there’s an order form bump, which again is another irresistible offer. “hey you’re going to get blah for free when you buy this training course at a huge discount.” Or something like that, I haven’t figured that one out exactly yet. But there will be a training course there, which is awesome. Then the upsell.
The upsell was going to be, I recorded both Dotcom Secrets, and Expert secrets audiobooks, I was going to sell that. My hard cost is kind of expensive. It’s about $40 for me to have these MP3’s that are shipped. They’re not Chinese ones, they’re actually American ones and they’re more expensive, but they’re really, really cool. You can do double speed on the MP3 player and a bunch of other cool things. So it’s a really cool offer product. I was going to sell that but I’m like, Okay, my hard costs are I think close to, I can’t remember exactly, I think close to $40. So I was like, what if I sell this for $100? But I’m like, I have to pay affiliates 40% commission, it gets really expensive really fast. So there’s not very much margin there, but I need the margin in there to be able to do what I need to do. I need the margin to be able to buy ads and all those kind of things.
So I’m like, what would I do? So I said, what if we do this, what if we increase the price to $150 for the MP3 player. And then its expensive MP3 player. I was like, wait. What if we shift the offer. So we shifted the offer. So what I’m doing now instead is like, “Look, if you guys want I will give you this MP3 player for free. You get it completely free. But to get it for free you have to invest in this course right here which is A Perfect Webinar Secrets training course. The training course sells for $297 but what you’re going to do is you’re going to get, because you’re on this page, you get a 50% discount. So you get the entire course for $147, you get half off, if you buy right now and you get the MP4 player for free.” Boom.
Boom, did you guys hear the bomb drop? Boom, irresistible offer. Because who doesn’t want the MP3 player for free? You want it and you’re like, you only get it when you buy this course, but you get a 50% discount on that course and all the sudden it’s an irresistible offer.
I look at my other courses I’ve done in the past, usually like $197 to $297 offer, I’m getting 5-7% that take that. I’m excited to find out what the percentage is on this. My guess is I’ll be in double digits. We’ll be hopefully at least in high double digits. That’s kind of cool. We’ll find out, time will tell.
I remember a long time ago, Anik Singal and Mike Filsaime put out a product called Launch Tree, and I remember one of the things they said in there was, “You want to say the word free a million times on the upsell page.” For example let’s say you sell ten CD’s on the upsell page, you want to be like, “You get these 9 CD’s for free when you invest in this one right here. You buy this one here you get the other 9 for free.” Try to figure out how you make your offer free. It’s all about how you make it free, free, free.
Now I’m giving away a free MP3 player, when you get 50% discount on this course you need anyway. So that’s the irresistible offer. And then if they say no to that, the down sell is like, “okay, how about this, if you don’t want the MP3 player, it costs me $50 to ship it to you anyway. How abo