One Funnel to Rule Them All: The Strategy Revealed | #Marketing - Ep. 22

Do you have a funnel but it's not converting? The problem 99.9% of the time is that your funnel is good, but you suck at selling. If you want to learn how to sell so your funnel will actually convert, then get a ticket to my next selling online event by going to sellingonline.com/podcast. That's sellingonline.com/podcast. This is the Russell Brunson Show. What's up everyone, this is Russell. Welcome back to the show. If you lost to listen to my last episode, I was driving to the doctors and now I'm driving home and I thought I was thinking out to you guys again, I got another 30 minute drive. So yeah, so good news, bad news. Got some x-rays. Bones are fine and you get MRI, so I think both my biceps are torn. So there's the update. It's going to be awesome. You have a chance to see me in videos with my arms all surged you up probably here in the next little bit, but for right now I'm still flying high and doing good. And I just want to talk about, I don't talk about something I think is interesting. I did a presentation of this year's funnel hacking live called one funnel to rule them all, which basically the concept was in each business there's like one funnel that is the key. It's the most important. So one that you are focusing on for conversions, for traffic, for all the kind of stuff, right? I think a lot of people see my business and they see a lot of funnels and they mistakenly think, oh, Russell got 40 funnels. I need 40 funnels. Or, you know, Russell's folks in all these and like, and the reality is, I explain this. There's two parts of business, right? Gore is actually, you know, the billion dollar brand Gore. They're probably the best of this like you look at their business model. They have a front-end funnel, right? The front-end funnel is all about customer acquisition and it's usually a newsletter. We sent it for a newsletter for a year for like 97 bucks or it depends each department's got different pricing and then the upsell is like for 500 bucks, you lifetime access this newsletter, and then some other upsells and stuff, but that's basically their front-end funnel, right? It's the one funnel to rule them all. So they do is that that's the funnel. They optimize, they tweak, they test, they're focusing on and they're spending tons and tons of money, like tens of millions of dollars getting people to buy that offer because it's the front end that's the customer acquisition funnel, right? It's the one funnel that rules them all. And then that's the front side of the business. That's like the more complicated, the harder side of the business, right? It's very matte driven. Like, we forgot the math and the and the creativity of how to get something to convert, but it's like the whole goal is just focusing on getting this thing where we can spend a thousand large days, then 10,000 days, then a hundred thousand dollars day and beyond, right? So that's the harder part of the business and that's the one that I think a lot of people will spend time on. They do a funnel, they launch it and they move the next one, the next one, right? So there are businesses that each business has one funnel that's the focal point, right? And on a gore's business, you see like if you're armed, if you're watching the advertising, it's all going to this one thing, that's got to be their business model. But what happens, they acquire the customer, you know, probably to loss, maybe a break even, they get the customer, then there's a whole second apartment and that goal, that part of the business is then to monetize the lead. How do we turn, you know, how do we, how do we make as much money as possible off of this person? And so that's all the other funnel. So if you look at the click for funnels or the Russell businesses, right? There's different front and business. So in fact, we'll talk about selling online. So selling online is for the for the Russell coaching business, the prime mover business selling online.com is the one funnel rules mall, right? It's a $100, three day event and we run that every single month and we're driving $100,000 a day in ads as we're trying to get to, you're getting closer and closer to that, but it's all about filling up that event, right? And then that's like the most important one. So we're testing, we're tweaking, I'm building different ads for doing different copy. We're always the sales page always tweaking and changing and adjusting and changing. But that's the, that's the focal point. That's the funnel we spend the most time on, right? That's something that signs up for that paid on her bucks. It goes to the event, they thereby are back in coaching. They don't. Now we have this list, right? And so the rest of my business is like, how do you monetize this? Like, well, we have to have other offers, other things we create. And so we're creating different funnels. And so there's a whole separate team that every single week is emailing out different offers to this list, right? To monetize the list to make as much money as possible from them, right? Because for us right now, firstly, get $100 to get somebody spend $100 to buy a ticket to the selling online event. It costs us closer to $300. I spend $300, get $100 ticket, right? And then obviously we have upsells and downsells and stuff. And then there's a percentage that actually 5.5% of people who register for the end and buy our $10,000 ticket at the end. And that's that's that part of the business, right? Which means there's 95, 94.5% of the people who didn't buy it. Anything other than the ticket, right? And it cost me $300 and they paid me 100. So like, I'm still $200 in the hole. So it's like, how do we make money? Like, well, now we have this whole other arm of the business that's selling other things. And so we have different offers. We have different funnels or sending emails out every single week, different things. It's just trying to figure like, what do they want to buy? Maybe they want to buy the extra secrets book. Maybe they want to buy software on the helpful copywriting. Maybe they want to buy. And so we're just sending different offers of ideas, we're trading and giving videos, building a relationship. We're always selling other things to try to get that money back, you know, that we've spent to acquire that customer, then hopefully make a profit. And that's the business. So even though, you know, the Russell coaching business, there's, you know, a dozen more than that probably, but, you know, a couple dozen funnels. There's only one funnel that rules them all. And that's the song. That's when we're spending all our effort on split testing, testing, tweaking, all that kind of stuff happens there, right? And so that's that business. And the ClickFunnels business is different, right? For a long time, the one funnel to rule them all and the ClickFunnels business was the webinar, right? It was the, the ClickFunnels Funnel Act webinar. For probably seven or eight years, that was the front end thing. We launched the new ClickFunnels. We had an event called Year First Funnel Challenge. And that became the funnel that for over a year, we ran almost two years you ran that funnel. And so every day we were spending as much money as possible, optimizing tweaking, optimizing tweaking, making that better and better and better. And that was, that was the funnel that ruled the whole business, right? Right now in the ClickFunnels world, we have two or three funnels that we're testing. And the jury's out on which one will be the best, but right now we're, we have a lot of data. We're testing and I have three or four in front of offers. We're trying to figure out what's the one funnel is going to rule them all. And so they figure that out. Then we double down and then we can spend more money and ads and things like that, right? And then all the other funnels, we send the people in the follow up sequence, right? This is just, it's just shifting the way you're thinking about this, right? In Dan Kennedy business, it's the MythGee funnel, right? No BS and the letter dot com. That's, that's the front end. And you know, and that's when we spend all the money and the effort and the energy trying to get people to buy secrets to success, it's the secrets of success. MythGee, right? Secrets of success.com, you go down to the, to the offer there. And that's where we send that's where we're driving traffic there. So, um, so that's kind of the concept now. So each business should have one funnel that rules them all, right? Like that's the, that's the thing you gotta be thinking about. Like what's the one funnel that I can profitably? Or even at a loss acquired customers that brings somebody in and it hopefully builds a relationship, they want to send it a send up the next thing like it. It does all the, the jobs that needs to do, to then move somebody up to the next tier of the value ladder, right? And bring them in. But then, after you have men, you've already spent the money to acquire that customer. Now it's like, we're other things that they would want to buy. Um, they're similar to what they came in initially, right? Someone comes in for selling online event. They pay $100 for the ticket. They won't learn to sell online. So they're probably gonna need to click a funnel account. They're probably gonna need, you know, other things we're selling. So like we're just making them offers and sharing different things with them. Now I try to do it in a way where I'm not just spamming every week, just selling something, right? You've probably, uh, I did a podcast episode a while ago, kind of walking through these like free front and content funnels we're doing. And you probably, if you're on any of my list, you're seeing them, you notice like every single week, there's one for click funnels. And there's a every single week one for prime mover, where it's like that whole week we're focusing in. There's a whole bunch of really cool value packed content that we send people, you know, like three or four videos that I'll push to one offer, right? But it's very much like the value driven up front, and it pushes the offer right. So for me, it's like those are all the backend funnels, right? Again, you know, they don't, those would have to convert us high. We're not split testing a million different variations and all sorts of stuff. It's like the person has a relationship with us. If we did the front-end funnel correct, the one funnel that rules them all, then they probably have a, you know, then they probably had a good relationship. And now they know we are. They know, like, and trust me, it's that three days of live event with me, you know, like there, there's, you know, already sent 90 minutes on a webinar, whatever it is. But now, like, there's this trust. So the other funnels, I don't have to try as hard to get people to buy, right? And I don't really care if you buy in the first funnel, the second, the third, like I'm just, I'm sending out different ideas and concepts to that audience that are related to the core thing that I sell. And then maybe they're going to buy one of these 10 gentle offers. And if they didn't buy the, the main thing, right? So that's how I look at my business and how I'm structuring things. So I want to show it with you guys, because that's like step number one, Deb. Step number two comes down to like, okay, how do I, how do I actually focus on the spot where I this one funnel of rules and all one can focus enough to get the spot, right? It's been a thousand large day and ads and then 10,000 and then a hundred thousand beyond, right? Like that should be the focal point. It should be the one thing that actually matters. When I'm in a new business, like the whole, the hard work is in like figuring out that first funnel, the one that can be profitable and paid as you're tweaking your testing, you're tweaking your, like doing all the work. That's the hardest part, right? Except you have that. Now you got a customer generation machine that's just creating customers on demand for you, profitably, or at a small loss, you know, a break even funnel, now you can bring them selling all these other things. So that becomes a focal point, right? And so then it's like, well, how do I consistently spend a hundred grand a day there, a thousand or whatever the number is for you, right? Everything's at different levels, figuring out what that is. How do we get the spot where we can spend that much consistently, right? And so you start looking at all your efforts. And so for me, it's been fascinating because it's like, like right now, this week, there's a selling online event happening. We sold about 3,000 tickets, like 2800 of those came from paid ads, mostly from Google, or sorry, the Google property, so Google YouTube and the matter property. So Facebook, Instagram, most of it came from that, right? And so we have a small team running that and it's obviously expensive to give those people. But we do a lot of other efforts to like we're doing social media, we're doing emails, doing a bunch to fight that. It's fascinating, I look at our social media, like we have millions of followers, all sorts of stuff. But not many, I think only 18 people are 20s, somebody that people came from social media. So all of our social media efforts, which everyone spends so much time on, and we do choose time, energy, money to the social media thing, the amount of people that actually bought tickets from that were actually relatively small. Now our other channels email, and we don't promote email every single time. But we do notice is the email is a huge driver for us. So what's interesting is we look at like paid ads are a big driver of ticket sold, emails, big driver traffic sold social media is not, right? So I start looking at that differently. Okay, well, you know, right now, if I'm spending, if every day, if every week I'm doing a YouTube video, right? Like in the YouTube videos, bringing me 18 customers, maybe, and the paid ads are bringing me 2800. Like where should I be focusing my time on? Like what's more valuable, making the YouTube video that week or like creating an ad? Right? So it's like I should be creating at least a one for one comparison. If I do one YouTube video, I'm actually making at least one new ad to test, but it should be probably 10 to one, right? Like I create 10 new ads for every one YouTube video. Since I'm getting, you know, whatever the numbers is, I'm driving, so I don't have the numbers in front of me, but you know, 18 versus 2800, like it's, it's a big difference, right? As you spending that much more time on the ad side, what of our, one of my Atlas numbers, Bill, Juan Fimetti, he spoke it, he spoke it, FHL mine in half, FHL international, he, he's spending 150 grand a day aren't known ads. And essentially, he was like, why would you waste time on social media? It's like, it's a waste of time. He's like, well, he only have folks in now. It's more ad creative, more ads, more ads. That's all he's doing, right? He's like not rising his funnels. He's just focusing on ad creative, right? Because ad creative, it drops his CPA, gets more customers in. And it's like that's where all his efforts are. So I start thinking man, for all the effort I spend on this free social, if I spend all the time on paid ads, how to change things, right? And as you're looking like the social, like if only 18 people are buying, like what should be the focal point of social, right? In my mind, this focal point of social is not so much to, that to make more sales, right? The focal point of social is to get people from social to email because email does make sales, right? How to move them off. So when you understand that, it's like, okay, maybe my social strategy is different. Like me pushing the funnel one funnel rule them all is probably not going to be the thing socially. This may be not an Instagram or TikTok. I don't know. It may be different for you to get this is just my experience. Only you thinking through this for yourself and for your own numbers, your own business, right? Like what, what should be the focal point? So for me, if it's like every time I create something socially, like this podcast, for example, I'm recording 30-minute podcasts, this is great, right? I need to spend 10 times that much now creating ads for the thing, right? And this podcast is going to be great. You know, you guys were listening. It's going to build a relationship, it'll value you, be more likely to look up by other stuff in the future. Hopefully from this, when you see an ad you're more likely to click on it and bike, man, it also gives me all the good stuff. What's it going to teach during the sling-align event, right? You know, it maybe I pursued an email list from here, right? But like, but the reality, if you look at the actual numbers and come down to like what's actually moving the needle, right? For us, it's paid ads and email, like socials not driving the needle, right? We have a huge social phone. It's like how do we use social then to get people on an email list? Because since we know that once they're on email, now they then are buying, but they're not buying from social, right? It shifts kind of your focus point of what you're trying to do and how you're trying to do it, right? Like, how do we get people to move that way? So anyway, that's kind of what I think, yes, thinking about is you're looking at these things, right? Number one is figuring out like, what's the one funnel in your business? The one funnel is going to rule them all. The one that you're going to focus on, they're going to do daily split test and be driving traffic and be testing, tweaking, testing, tweaking, but like that is like the choke point of your business. If it works, you're successful. If it doesn't work, you're not successful, right? Like one of my, if one of my, right now, if it's selling on mine events stopped working, that business would dry up very quickly, right? I sell my email list and I think I could do it with, but like, it would string things quickly, right? In the click funnel's business, if I don't have a funnel on the front end, it's bringing people, getting people trials, profitably, like that business will shrivel up fast, right? And so it's like the lifeblood of everything. Most people aren't thinking about that or doing that. They're, I had a new book funnel, I'm going to do webinar funnel, I'm going to do this. Like, you see me launch a lot of funnels, you think that's the strategy, but it's not what happened is you came, you already came into my world, right? You're on the list. Now you're in the monetization funnels, which is like every week, you're getting a new funnel and a new offer and a new training and new ideas and just like trying to figure out other ways to help you and serve you and to monetize you. That's it. You know, it's you're seeing that piece of it, like, oh, this is Russell's business. That's what I should be doing. It's like, no, no, you're modeling the back end of the business. Like the front end of the business is where you win or you lose, right? Gankin and you one to one, whoever can spend the most money to acquire customer wins. Where does that game happen? Right? That game happens on the front end, on the conversion of the one funnel. It's going to rule them all for you, right? That's how you get this thing profitable. And then the back end is how you monetize those people who came in, right? Now, it again, that helps add to it. So you can spend more money to acquire a customer, but again, it's different, right? And so I want you to think about that for your business. Like, what is the right funnel? And you probably notice for each of my businesses, the funnel is a little different. Like, if you look at the Lynch pin, I don't know, I still am such a huge believer in the Lynch pin is still the game plan or executing, but right out of funnel, like, like nine, that was a whole, the whole of them was just Lynch pin. And I think a lot of people, it was overwhelming for them because they're like, ah, there's too many pieces, but like the route is still the truth, right? It's still the way it's still where you should be focusing on like, um, because inside the Lynch pin, if you'll notice, like if you look at, if you understand the Lynch pin, if you don't, if you go to Lynch pin book.com, I think you can go get it or just Google Russell Brunson Lynch pin book. You can go get a free plus shipping copy of it. Explain the model and how it all works to you, but you go over there and you actually get that. Uh, you look at it. Uh, you'll see like, there's different funnels inside that process, right? There's like, there's the Mifke funnel. Then there are the dramatic demonstrations, which are webinars and challenges, right? Then there's the dramatic demonstration number two, which are high ticket, like an event or a call set, right? Like, inside that model, all the core funnel's fitted to it, right? But it doesn't always mean that the same funnel is the one to focus on, right? For the Dan Kennedy and the Secrets of Success business, both of those, the Mifke funnel is the one funnel to rule them all, right? But in the click funnel's business, it's not, okay? It was a webinar. It was a dramatic demonstration funnel that led to the Mifke, I'm thinking page, but it was a dramatic demonstration funnel. It was the one that we could profitably consistently drive traffic to, okay? It's sell in or in the prime mover of my coaching business, the selling online funnel as dramatic demonstration number two, right? So high ticket, that is the one that is the one funnel to rule them off. That's where folks are on, right? And then we're backfilling all the other pieces of the linchpin through emails and everything else that happens afterwards. Does that make sense? I know we're geeking out at a deeper level, but hopefully you guys can hang with me here. If not, this is one of the things that I come back and relisten this episode to the future because as you get more advanced in this business, this will make more sense. These are some of the higher level conversations that I get to have it in a circle and with people behind closed doors, I don't necessarily get to speak to to the masses as much, but I just wanted to geek out with the edge for a little bit. Hopefully you don't mind. Hopefully this is helpful for you. But those are the things to start thinking through inside of your business. Where does it fit? How does it all work? Because when you start putting those pieces in and figuring out that first funnel, that's a key. Then after you have them, now it's like, now we've acquired the customer. Think about a gore, right? They acquired a customer on the front end funnel. They have a whole team. The whole thing job the team is to monetize that people and what not all the divisions, but some of the divisions of the gore. They literally each month they just plan one new webinar. It's like we're making a new webinar. We sell a thousand dollar offer and we're going to promote it to our existing customers and the new people brought in and the goal is just to monetization. How do we make as much money as possible off this list? Because we already paid for it, right? The most expensive part of the business is the first part. It's the money you give Zuckerberg to get the click to get something come to buy it first thing, right? That's the most expensive. Now you got them. Now they're on your list. They're your customers. Now it's free. Now if I do webinar, I sell a thousand dollar offer. If everybody buys it, guess what I get to keep? The thousand dollars. I didn't have to spend the $950 on Facebook ads to get the person to show up to the webinar, right? Like I already have that person. I push them back and that's where you start making the profit, right? It's interesting game because you make the least amount of money on the front end, which is the hardest, most difficult, most labor intensive testing tweaking, testing tweaking. In the back end, usually it's less effort, but you know, you can be worse at your webinar pitch. You can do worse that your dramatic demonstrations, the offer can be worse, but because the people have a relationship with you at this point, everything else just something becomes easier. So that's kind of the, that's the twist. That's the thing you start thinking through. So yeah, so if you're looking at your business, start thinking about these two things, the front end, you're focusing on the one funnel to rule them all for that business in the back end or the other funnels to monetize, the monetization funnel. So acquisition funnels versus monetization funnels. It's interesting. I did a training on this inner circle a couple of years ago and it came back to J-RAM. J-RAM's got a really cool framework because there's only three ways to grow a company. And it's like, and that's it. There's not four ways. Not five ways, only three ways, right? And the first way is to get more customers, acquire more people. How do you get more people coming in? And that's this whole front end acquisition, one funnel to rule them all concepts all about, right? How do I acquire more people? Okay, the second way is to get people to spend more money with you, right? Which is then this is like the upsell funnels, the upsells, the cross sells live event, like all the things we're doing now to keep people to spend more money, right? So again, the prime mover coaching business. Someone comes in, they pay $100 for ticket, right? How many, how many, I don't acquire, many people's possible. That's one way to grow a business. Number two is how to get people to spend more money. So we upsell them from the three-day selling line event into our $10,000 coaching program, right? And then the other ones how to get them to buy more often. So more customers can spend more and then buy more often. So how does that work? That's the monetization funnels on the back end. Every week we're doing these little miniature Mac demonstration, you get a video, content training, which then leads to an offer, right? And that's this back end monetization. And so if you look at it, like that's the thing, acquisition, you're getting more people coming in, getting to spend more money and then getting to buy more often, only through ways to grow business. And it's all about acquisition funnels and monetization funnels. Okay, so through the beginning, where do you focus, right? This is the good logical question. If you're the beginning, what you're focusing on is the acquisition funnel, right? That's the most important one now. I'm going to acquire, I don't have customers yet, how do I acquire the customers consistently, right? And so it can be anything. Like in any type of funnel works for this, right? In fact, if you, you know, if you talk to Pedro Deo, he's made channels funnels the best one for that, right? Because that's how he does it. For me, it's usually going to be a webinar funnel or, you know, a different one. Book funnels work for this, right? You do a book fun, like they all work differently, just figuring out like what's the one that you're going to focus on that's going to become the thing. And you may not know it first. So maybe first is tie one or two or three funnels, right? I always tell people that like going from zero to a million, 10, 10 to 100, like there's different things that you step, right? And going from zero to a million, it's all about two things. It's figuring out like there's two pieces, actually three pieces, three pieces, three pieces, you have to get one is who is it you're serving? Okay, and then what is it they want? Now, what do you want to create? What do they want? What's the offer they actually want? And then how do you sell it? So what the who want how, right? Who's your dream customer? What do they want? How do you sell it? Okay. So the how is the funnel? Which one is it? Okay. And then it's still going to launch a business. I don't really know. So I'm going to do a webinar funnel. I'm going to do a risky funnel. I'm going to do a challenge. I'm going to try a couple of things to one of them hits and say, ah, okay. I know now I know who I'm selling to, right? I know what they offer. What I'm selling and I know how to sell it. Like for me, the challenge funnel is the one for this business, right? Okay. Now we know that let's focus on that double down, triple down, that make that becomes a focal point, right? Or say, hey, it's challenge funnel that work, but a webinar didn't work. Or hey, webinar didn't work. But we did a three event now and worked. You know, so say testing a couple of things. You find one that's got the most likely hood of success. And then from there, now say, okay, now this is my one funnel to rule them all. This is the focal point. Now I'm sort of split testing. You know, every single day you're coming in and you're testing, you're tweaking, you're testing, you're tweaking. Um, we used to have this mantra. I think you bring it back to our company, but way back in the day when it was like five of us working, we had this mantra, which was like, how to give yourself a raise every single day, right? Another about this like in the real world, if you want to cure yourself a raise, what do people do, right? If you're in college, you go to college and then you get a college degree and you get another degree and then, you know, whatever you go through this whole process, um, to give yourself a raise, right? Whereas if you can do that, um, you know, how do you do it faster? So like inside of it, in all my business, if you're split testing headlines, right? You get a headline that's converting 30% and you make some tests and tweaks and eventually get your headline that converting higher routes at 50%. Right? You just gave yourself this huge increase in conversion, which is a raise. So when you start looking through the lens, everybody coming up like, how do I give myself a raise today? Well, I can split test something. I should do that. Okay, that can give me a raise. I could figure out how to get more ads. I can give me a raise. I can go and get on someone else's podcast. I can give me a raise today every day. How do I give myself a raise? It's like, and you do that by, again, the three things, like getting more customers in. So like, what are the things I can be doing to get more traffic, right? Um, and then how do I, how do I split test this like increases conversions? Some more people will come in. Uh, then from there, it's like, how do you go buy more often? How do you get to buy more? Like, what's my back end up sell? So how do you provide more often? What other things? Can I start off with these people after they come into my world, right? Like, that's, that's the things that I start thinking about. That's how you give yourself a raise every day. So anyway, I was 23 minutes and we, we covered a lot. I hope you guys got this. And this is one of the ones you should probably this do four or five times. I give like five sermons. Yeah, it a row. Um, I'm going to kind of fast on it too. I couldn't have three days and a lot of stuff. But anyway, you guys are, you guys are intelligent. You're the podcast listener. She loves kind of stuff. So I'll be a lot of value from this one. If you did, please let me know. Take a screenshot on your phone, post it on social bank. Everyone goes to Russell's podcast. He just drops some gold on this episode. Uh, if you got no value, then go listen to it three or four times. And I think from there, you're like, Oh, I got it. I see what Russell say now. So anyway, that's the end of this episode. I appreciate you guys. Thanks for listening. Thank you for being a subscriber. And, um, I'll see you guys on the next episode of the Russell reminds me show. Now, obviously if you want to sell stuff online, you're going to need a good funnel. But if you want a great funnel, then you're going to need to use clickfunnels. Clickfunnels is the number one funnel builder in the world, helping more first time entrepreneurs to leave their nine to five and to launch their dream than any other company on earth. Clickfunnels was built for the dreamer and the doer and you can get a free for it to nature out by going to clickfunnels.com/podcast right now. That's clickfunnels.com/podcast. Clickfunnels because you're one funnel away from changing the world.