DOTCOMSECRETS

“AsimpleprocessthatANYcompanycanusetogeometricallyimprovetheirtraffic,conversion,andsalesonline.”

—TonyRobbins

DOTCOMSECRETS

THEUNDERGROUNDPLAYBOOKFORGROWINGYOURCOMPANYONLINE

RUSSELLBRUNSON

DOTCOMSECRETSTHEUNDERGROUNDPLAYBOOKFORGROWINGYOURCOMPANYONLINE©2015RUSSELLBRUNSON.Allrightsreserved.Noportionofthisbookmaybereproduced,storedinaretrievalsystem,ortransmittedinanyformorbyanymeans—electronic,mechanical,photocopy,recording,scanning,orother—exceptforbriefquotationsincriticalreviewsorarticles,withoutthepriorwrittenpermissionofthepublisher.

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DEDICATIONTomydad,whohelpedinspiremetobecomeanentrepreneur.

Tomymom,whoalwaysknewmytrueworth.

Andtomywife,Collette,forsupportingmethroughallofmycrazyideas,andrunningourhomeinawaythathasallowedmetochasemydreams.

TABLEOFCONTENTS

ForewordWhatThe‘OnlineMarketingWizardFraternity’Doesn’tWantYouToKnow(and:isTHISbooka‘fraud’?)

WhatThisBookIsAbout(andWhatIt’sNOTAbout)

Introduction

SectionOne:LaddersandFunnelsSecret#1:TheSecretFormula

Secret#2:TheValueLadder

Secret#3:FromaLaddertoaFunnel

Secret#4:HowtoFindYourDreamCustomers

Secret#5:TheTheeTypesofTraffic

SectionTwo:YourCommunicationFunnelSecret#6:TheAttractiveCharacter

Secret#7:TheSoapOperaSequence

Secret#8:DailySeinfeldSequence

SectionThree:FunnelologyLeadingYourCustomers99totheSale(OverandOverAgain)Secret#9:ReverseEngineeringaSuccessfulFunnel

Secret#10:SevenPhasesofaFunnel

Secret#11:TheTwenty-ThreeBuildingBlocksofaFunnel

Secret#12:Frontendvs.BackendFunnels

Secret#13:TheBestBait

SectionFour:FunnelsandScriptsFrontendFunnels

Funnel#1:Two-Step,Free-Plus-Shipping

Funnel#2:Self-LiquidatingOffer

Funnel#3:Continuity

FunnelsfortheMiddleoftheValueLadder

Funnel#4:ThePerfectWebinar

Funnel#5:InvisibleFunnelWebinar

Funnel#6:ProductLaunch

BackendFunnel

Funnel#7:High-Ticket,Three-StepApplication

SectionFive:ClickFunnelsConclusion:Ignite

ACKNOWLEDGEMENTS

TherearesomanypeopleIwanttothankforbeingwillingtosharetheirideaswithme.Ideas thatultimatelybecame the strategiesbehindeverything insideof thisbook. I alsowanttothankmyteam—allthepeoplewhohelpedmetoimplementtheseideas,findoutwhichoneswork,andsharethemwiththeworld.

While there are hundreds ofmarketers I have learned from, there aremanypeoplewhogavemeveryspecific ideasthatbuilt theframeworkformycompany,andalsoforthisbook.I’vetriedtogivecredittotheoriginalsourceswhenpossible,butsomeofthesepeoplemaybe leftout.So Iwant tomentiona fewof thebrilliantmarketerswhohaveinspiredmeinnoparticularorder.

MarkJoyner,DanKennedy,BillGlazier,DaeganSmith,TonyRobbins,DonLapre,JohnAlanis,AndreChaperon,BenSettle,SteveGray,RyanDeiss,PerryBelcher,ArmandMorin, Jason Fladlien, Ted Thomas, Mike Filsaime, David Frey, Chet Holmes, JeffWalker,JohnReeseandeveryoneelsewhohastakentherisktobeanonlineentrepreneurandprovidevalueonline!

Lastly,Iwanttothankmyteam.Thesepeoplehavegivenmetheabilitytotryallofthesecrazyideas,andshareinthesuccessesandthelosses.Therehavebeenhundredsofemployeeswhohavecomethroughourdoors,anditwouldbeimpossibletomentionallofthem.ButIwanttomakespecialthankstomypartnerswhohavesupportedmeandputinsomuchmorethantime.

BrentCoppieters and John Parkes for runningmy companies. ToddDickerson andDylan Jones for creating ClickFunnels and giving us the ability to make this processsimpleforeveryone.DorelNechiforfortakingtheriskonmewhenIfirstgotstartedandmakingitpossibletobuildmycompany.AndJulieEasonforbravingthisbookwithme.Yourcountlesshourshavemadethisbookpossible.

FOREWORD

WHATTHE‘ONLINEMARKETINGWIZARDFRATERNITY’DOESN’TWANTYOUTOKNOW

(AND:ISTHISBOOKAFRAUD’?)byDanS.Kennedy

Yes, there IS an ‘onlinemarketingwizard fraternity’.Many of themhang out together,schemetogether,andworktogether.Andyes, thereAREafewthings they’dratheryoudidn’t thinkabout,while theyperformtheirwizardlyshows.Thisbook is thefirstof itskind to actually revealwhat is really happening behind-the-scenes in their fast-growingcompanies.

Don’tmisunderstand.Fewofthesewizardsareactuallyevil.Mostbringvalid‘magictricks’ to the show. Many do guide business people to treasure. But often there is adiscernible pattern behind everything they say, teach, promise, and promote: adeliberately-engineeredandexacerbatedlackofsolidground.Thisbookdoesn’tjustfocusonmagictricks,butthecorestrategiesyouhavetohaveinplacetoscaleacompanywithonlinemedia.

It is in thewizard’sbest interest foryou tobelieveeverything in theonlinemedia,marketingandbusinessworldisshinyandnew,constantlychanging,andun-tetheredfromtheoldrules,principles,facts,andmathofsuccessfuladvertisingandmarketing.

This book by Russell Brunson is different. While teaching you about the “shiny”secretsof the Internet,he showsyouhow tobuild these tactics and strategies intoyourbusiness on solid ground—tactics and strategies founded in true direct-responsemarketing.Itisyourresponsibilitytoresisttheseductionofshort-lived,brightandshinylures, popularity and peer pressure, and the siren-songs of superficially knowledgeablepromoters of ‘new’ tacticswithnoknowledgeof its original direct responsegenealogy.Youmustexercisediscernment.

I’mforchallengingnormsandbreakingrules.ButIalsolikesolidground,notever-shiftingsand.Ilikebeingconfidentandincontrolofthings—particularlymymoneyandthemakingofit—notinconstanthigh-anxietyandatthemercyofwizards.

I taught myself direct marketing as a science. I’m a reliability guy. I’m far moreinterested inacar that starts and runswell andpredictablyevery timeyou turn thekeythanonethatlookssexyandispopularwithsomein-crowd,butmightstallat80MPHornot start at all. I like evergreen, not frequently obsolete. In my roles as a strategicconsultant and a direct-response copywriter, I am all about creating advertising,marketing, and salesassets of lasting value for my clients—not moneymaking deviceswrittenindisappearingink.

Tat’swhy Iagreed towrite the foreword for thisonlinemarketingwizard’sbook. IadmirethetruthRussellhasputbetweenthesepages.

Unlike many of these wiz kids, Russell Brunson is grounded in direct marketing

disciplines.

Discipline is good. GeneralNorm Schwarzkopf (ofOperationDesert Storm fame)oncesaid:

“Shinedshoessavelives.”

Normwentontoexplainthatintheheatofbattle,thefogofwar,underpressure,theundisciplineddie.Soitisinbusiness.Isitnow,asinfrequentlyaspossible,inmeetingswith young online marketing people demonstrably devoid of any disciplined thinking.Theyarefullofopinionandyouthfulhubrisbutveryshortonfacts.Iwouldnotwanttoshareafoxholewiththemordependonthem.IwouldriskitwithRussell.

This book offers solid ground in the very ethereal world of online marketing andcommerce. Itproperly treats Internetmediaasmedia— not as abusiness. Itutilizes thescienceofsplit-testing.Itbuildsonlong-provenmarketingfunnelandsalesarchitecture.Ittakesaverydisciplinedapproach.

Itis,inonewayonly,afraudulentbook.Thetitleisdeceptive.Itreallyisnotabout“dotcomsecrets”norisitaplaybookfor“growingyourcompanyonline.”Itisthat,butsuchanarrowedandlimitingcharacterizationisdeceptive.

Intruth,thisisasolidbookaboutreliablemarketing‘secrets’thatcanbeappliedto‘dot com’ business activities—and that are ‘secrets’ tomanywho’ve come of age onlypayingattentiontowhattheyseeoccurringonline.Intruth,thisisaprovenplaybookforgrowing your company with effective lead generation and sales/conversion methods,whichcanbeusedonlineandoffline.

‘Solid’and‘reliable’and‘proven’aren’tthesexiestpositioningterms,soRussellcanbe forgiven for holding them back, waiting to reveal them inside the book, carefully.‘Growing Your Company ONLINE’ sounds cooler and less work than ‘Growing YourCompany’,sohecanalsobeforgivenforplayingtopeoples’fascinationofthemoment.Heisawizard,andassuchmustbepermittedsomelegerdemain.Butlet’syouandIbeveryclearaboutreality.Letmeserveausefulpurposeforyouhere.

Myadvice:Don’t settle fororbedistractedbymere tricks.Bea responsibleadult.Investyourtime‘ntreasureininformation,skillandpropertiesthatcanyieldharvestafterharvestafterharvest—notfleetingfads,notsexyideasthatageverypoorly.Anddon’tfallfortheideathatanynewmediagetstodefygravityandliveun-tetheredtoreality,math,orhistory.

Don’t go into this book in lust for a new, cool, quick, easy “fix” or nifty “toy” orclever gimmick thatmightmake youmoney today but require you to find another andanotherandanother,atfranticpace.

Go into thisbook in searchof deep understanding andprofound clarity about thestructureandscienceofeffectivemarketingtobeappliedintheonlinemediauniverse.

—DanS.Kennedy

Dan S. Kennedy is a trusted strategic advisor to hundreds of 7-figure income

professionals,directmarketingpros,andCEOs.He isalso theauthorofover20books,includingNo B.S. Guide to RuthlessManagement of People and Profits (2nd Edition).InformationaboutDanat:www.NoBSBooks.comandwww.GKIC.com.

WHATTHISBOOKISABOUT(ANDWHATIT’SNOTABOUT)

Hey,mynameisRussellBrunson…

Beforewegetstarted,Iwanttointroducemyselfandletyouknowwhatthisbookisabout(andmoreimportantly,whatit’snotabout).

This book is NOT about getting more traffic to your website—yet the“DotComSecrets”I’mgoingtosharewithyouwillhelpyoutogetexponentiallyMOREtrafficthaneverbefore.

ThisbookisNOTaboutincreasingyourconversions—yettheseDotComSecretswillincrease your conversionsMORE than any headline tweak or split test you could everhopetomake.

Ifyouarecurrentlystrugglingwithgettingtraffictoyourwebsite,orconvertingthattrafficwhenitshowsup,youmaythinkyou’vegotatrafficorconversionproblem.Inmyexperience,afterworkingwiththousandsofbusinesses,I’vefoundthat’srarelythecase.Lowtrafficandweakconversionnumbersarejustsymptomsofamuchgreaterproblem,aproblemthat’salittlehardertosee(that’sthebadnews),butaloteasiertofix(that’sthegoodnews).

Recently, I had a chance to fly to San Diego to work with Drew Canole fromFitLife.tv.Hehadbuiltafollowingof1.2millionfollowersonFacebook,butbecauseofsomechangesatFacebook,histraffichaddroppedby90%.Hewasnowspending$116tosella$97product.Hewasnolongerprofitable.

Drew’s team called me because they wanted help with two things: traffic andconversions.

Ismiledbecausethat’swhymostpeoplecallme.TheyusuallyassumethatI’mgoingtohelpthemtweakaheadlineorchangetheiradtargeting,andsolvetheirproblems.ButIknew that, like most companies I work with, FitLife.tv’s problem wasn’t a traffic orconversionproblem.

Itrarelyis.

Moreoftenthannot,it’saFUNNELproblem.

AfterlisteningtoDrewandhisteamsharewithmealloftheirnumbers,theirpainsandfrustrations,andtheirupsanddowns,Isatbackinmychairandtoldthemtheywereinluck.

“Youdon’thaveatrafficorconversionproblem,”Isaid.

“What are you talking about? Our traffic is down 90%, and we can’t break evenconvertingourcustomers!”Drewsaid.

“Theproblemisyoucan’tspendenoughtoacquireacustomer,andthewaytofixthatproblemistofixyoursalesfunnel,”Irepliedcalmly.

Oneofmymentors,DanKennedy,says,“Ultimately,thebusinessthatcanspendthemosttoacquireacustomerwins.”

The reasonDrew’s business wasn’t makingmoneywas because he wasn’t able tospendenoughtoacquireacustomer.Ifwefixhissalesfunnelsothatinsteadofmaking$97forevery$116hespends,hecanstartmakingtwotothreetimesasmuchmoneyforeachsale—andthenthewholegamechanges.Suddenly,hecanaffordtobuymoretrafficfrommore places; he can outbid his competitors, and he can spend two to three timesmorethanheisnow,allwhilebecomingexponentiallymoreprofitable.

So,whatchangesdidwemaketoDrew’sbusiness?HowdidwetakeasalesfunnelthatwaslosingmoneyandtransformitintoatoolthatallowedFitLife.tvtospendMOREmoneythanitscompetitors,whilegainingmoretraffic,morecustomers,andmoresales?

THATiswhatthisbookisabout.

ThisbookwilltakeyouonajourneysimilartotheoneItookDrewandhisteamon.Itwillhelpyouunderstandhow to structureyourcompany’sproductsandservices inawaythatwillallowyoutomaketwotothreetimesasmuchmoneyfromthesametrafficthat you’re getting now. And when you follow the steps, you’ll open the floodgates,allowingyoutospendalotmoremoneytogetalotmorenewcustomers.

Thisbookwillalsoshowyouhowtocommunicatewithyourcustomersinawaythatmakes them naturally want to ascend up your ladder of offerings and give you moremoneyasyouprovidethemmorevalue.

OnceyouknowthefoundationalconceptsbehindDotComSecrets,we’lldiveintothephases of a sales funnel and explore the building blocks youwill need to use in eachphase.

Finally,IwillgiveyouthesevencoresalesfunnelsIuseinallmycompanies,plusallofthesalesscriptsweusetoconvertpeopleateachstageinthosefunnels.Youcanchooseto copymy proven funnels and scripts as is, or youmay tweak them to better fit yourparticularbusiness.

Whenyouimplementeachofthesesecrets,youwilltransformyourbusinessandyourwebsite from a flat, two-dimensional company into a three-dimensional sales andmarketing machine that allows you to outspend your competitors, acquire an almostunlimitednumberofnewcustomers,make(andkeep)moremoney,andmostimportantly,servemorepeople.

Thatiswhatthisbookisabout.

INTRODUCTION

MyjunkmailaddictionbeganwhenIwas twelveyearsold.I remember theexactnightmyobsessionwith junkmailanddirectresponsemarketingstarted.MydadwasuplatewatchingTVwhileworkingonaproject.Normally,hemademegotobedearly,butthatnightheletmestayuplateandwatchTVwithhim.Iwasn’tasinterestedinthenewsasIwasinspendingtimewithmydad.

Whenthenewsended, Iwaswaitingforhimtosendmetobed,buthedidn’t,soIstarted watching what came on next. It was one of those late night infomercials. ThisparticularinfomercialfeaturedaguynamedDonLaprewhowasexplaininghowtomakemoneywith“tinylittleclassifiedads.”I’mnotsurewhyhegrabbedmyattention.Maybe,because Iwas soyoung, I didn’t understand thatmakingmoney fast “wasn’t possible.”Maybemyfascinationgrewbecausehewassocharismatic.Whateverthereason,assoonashestartedtalking,Iwashooked.

During this infomercial, he told stories about how he started his first business.Heexplainedhowhecameupwithanideaforaproductandthenplacedaclassifiedadinhislocalnewspapertosellthisnewproduct.Thefirstweekafterhisadran,hemadeenoughmoneytopayfortheadandwasleftwithaboutthirtydollarsinprofit.Whilemostpeoplewouldn’tconsiderthatabigwin,Donknewthathecouldtakethatsamewinningad,runitinothernewspapers,andmakeathirty-dollarprofitfromeachpaper.

Heendeduprunningthatadinthousandsofnewspapersandmadetens-of-thousandsofdollarsamonthdoingit!

Ididn’trealizeitatthetime,butDonwasteachingme(andeveryoneelsewhowaswatching) the basics of direct response marketing, which could be applied to anycompany.

Well,asyoucanguess,mytwelve-year-oldeyesopenedwide,andmyheartstartedracing. I remembergettingsoexcited that Icouldn’t sleep thatnight—or the restof theweek.AllIcouldthinkaboutwasbuyingDon’ssystemsoIcouldstartmakingmoney.Iaskedmydadifhewouldhelpmepayforit,butasanygoodfathershould,hemademegooutandworkforthemoney.Imowedlawns,weededgardens,andworkedreallyhardforthreeorfourweekstoearnthemoneytobuythesystem.

I still remember calling the 1-800 number to order.When the box showed up,myheartwasracingasIrippeditopen.IstartedreadingthepagesasDonexplainedtomethebasicsofdirectresponsemarketing.

Andthatiswherethisjourneybeganforme.

Afterthat,Istartedcollectingclassifiedadsandcallingthe1-800numbersonthemtoseewhatpeoplewouldsendme.IstartedtoseethatothercompaniesweredoingthesamethingthatDonwasteaching!

ThenIstartedtolookatmagazinesandsawthesametypesofads.SoIwouldcallthephonenumbersandsendinforthefree“info-kits”thattheseadswerepromotingaswell.

Withinthreeorfourweeks,Istartedgetting“junkmail.”(Iputjunkmailinquotationmarksbecausestudyingthatjunkmailhasliterallymadememillions.)Istartedgettingsomuchmailthatthemailmancouldn’tphysicallyfititallintothemailbox.Iwouldcomehome from junior high school, andmy parentsmight have two or three letters, but I’dhaveawholestackofmyveryownmail.I’dtakeitallintomybedroomandreadthroughevery letter. Ididn’tknow it at the time,but Iwas reading long-formsales letters fromsomeofthegreatestdirectresponsemarketersofalltime.Isawwhattheyweredoingandhowtheyweredoingit,anditwasfascinatingtome.

Whatevertheywereselling,theprocesswasthesame.Theywouldplaceasmalladaskingpeopletocontacttheircompanyforafreereport.Afteryoucontactedthem,theywouldsendyouasalesletter,disguisedasafreereport,sellingalow-ticketinformationproduct.WhenIpurchasedtheproduct,theywouldsendmetheir“system”—alongwithanothersaleslettersellingmeahigh-ticketproduct(fig.0.1).

Fig0.1Theofflinesalesfunnelsbroughtprospectsthroughapredictableseriesofsteps.

This wasmy first exposure to sales funnels. I didn’t know it at the time, but thisprocessIwasseeingoverandoveragainofflinewouldbecometheexactSAMEsystemthatIwouldusetogrowhundredsofcompaniesonline.

Now,whilefunnelsoftengetmuchmoreadvancedthanthis,lookatthisdiagramtoseewhatofflinefunnels look like,andnotehowsimilar theyare to theonlinefunnels Iwillbeshowingyouthroughoutthisbook(fig.0.2):

Fig0.2Today’sonlinesalesfunnelsarepracticallyidenticaltotheofflinedirectresponsemarketingfunnelsIstudiedasakid.

Lookingback,Ithinkit’sfunnythatwhilemostkidsmyagewerecollectingbaseballcards,Iwasstudyingjunkmailandlearningmarketingfunnels.WhenI leftforcollege,mymommademethrowmyjunkmailinthegarbage,butIgotthisonelastpicturewiththebestmarketingandsaleseducationIcouldhaveeverreceived.

Unfortunately,Iwasneverabletoaffordtosellstuffthroughclassifiedadsanddirectmail when I was twelve. But I understood the concept. It wasn’t until ten years later,duringmysophomoreyearincollege,thatIre-discovereddirectresponsemarketingandsawhowIcoulduseitontheInternet.

Notyourtypicalteenager!

MYFIRSTONLINEBUSINESSOnelatenightduringmysophomoreyearincollege,Iwaslyinginbed—waytootiredtoturnofftheTV.Soinstead,Iflippedthroughthechannels,andonecommercialcaughtmyeye.Itwasexplaininghowpeoplewere“makingmoneyonlinewithawebsite.”IknewIneededtolearnmore.Idialedthenumber,gotaticketforalocalevent,andthenextnightIwas at a seminar in a localHoliday Inn. That little seminar re-ignitedmy interest inbusinessanddirectresponsemarketing.IrememberhearingthespeakerstalkabouthowpeoplewereusingtheInternettomakemoneyinawaythatwasalmostidenticaltowhatIhadlearnedwhenIwasakid.Butinsteadofusingmail,theywereusingemail;insteadofusingmagazines, theyhadblogs; insteadof the radio, theywereusingpodcasts. Itwasfascinating,andIwashookedfromDayOne.

Fig0.3Blogs,podcasts,andonlinevideoaresimplynewerversionsoftheold-schoolofflinemediachannels.

I started looking at other people’s websites, studying how these businesses weremakingmoney. Idecided tomodelwhat I saw.Afterall, if itworkedfor them, itcouldworkforme.SoIcreatedsimilarproductsandservicestowhatothersweresellingonline.Mywebsiteslookedsimilarandthecopyonthepageswassimilar,butforsomereason,my effortsmade very little (if any)money. Iwas frustrated because I could see othersmakingmoneysuccessfully.WhatwasIdoingwrong?

It took almost two full years of studying, researching, and interviewing successfulmarketers before I realized thatwhat Iwas seeing onlinewasn’t the full business. Thepeoplewhoweremakingmoneyweredoingitthroughstepsandprocessesinvisibletothenakedeye.

WhileIhadmodeledthepartoftheirbusinessesthatIcouldsee,thereweremultiplefunnelshappeningbehindthescenesthatmadethemagicwork.Ifoundthatthedifferencebetween a ten-thousand-dollarwebsite and a ten-million-dollar companywas all of thethingshappeningAFTERabuyercameintotheinitialfunnel.

Fig0.4IwasmodelingwhatIcouldseehappeningonthesurface,buttherealmoneywasmadeinwaysIcouldn’tsee.

It tookmeyears todiscoverandmaster theseDotComSecrets—butwhenIdid,mycompanyquicklywentfromafewhundreddollarsamonthtomillionsofdollarsayearinrevenues.

Iwantedtowritethisbook,notbecauseI’msmarterthananyoneelse,butbecauseIthink there are a lot of people like Iwas. Peoplewhomodel the surface level ofwhatothersaredoingandarefrustratedthattheyaren’tgettingsimilarresults.Thisbookistheculminationofadecadespentanalyzinghundredsofcompaniesandtheirsuccessfulsalesfunnels. I have built over one hundred sales funnels ofmy own and haveworkedwiththousandsofstudentsandclientstobuildfunnelsineverymarketyoucandreamof—bothonlineandoffline.

Ihopethatafterreadingthisbookyouwill realizeyourdreamsofsuccessarea lotcloserthanyouthink.Youwillsoonseethatbyprovidingatonofvalue,communicatingeffectivelywithyouraudience,andbuildingoutyoursalesprocesses inaverystrategicway,youcangetyourproduct,service,ormessageouttotheworld.And,youcangetpaidwhatyou’reworthwhiledoingit.

THREEWAYSTHISBOOKISDIFFERENTBypurchasingthisbook,youhaveputyourtrustinmeasyourcoach.Iknowthatyou’rebusy; I fully understand and respect that. It’s important for you to know that Iwill notwaste your time. You have many choices in business and success training, and I’mhonoredthatyou’vedecidedtospendyourvaluabletimewithme.Here’showthisbookisdifferentfromotherbusinessbooksyoumayhaveread:

1.EverythingIShowYouinthisBookIsEvergreen.Ifyou’vetriedtolearnhowtogrowyourcompanyonlineinthepast,you’veprobablypurchasedbooksandcourseswithsystemsthatworkedwhentheywerecreated,butbecameoutdatedbeforetheyevengottothepublisher.WhenGooglechangesanalgorithmorFacebookintroducesanewlayout,manytacticssuddenlybecomeobsolete.

This book, on the other hand, is a playbook for creating marketing funnels that will

exponentiallyincreaseyoursalesonline.Itisanevergreenguide.Itwillbeasusefultenyearsfromnowasitistoday.Ionlyfocusonstrategiesandconceptsthatwillremainthesame—evenwhentechnologychanges.

2. I Don’t Just Teach This Stuff; I Actually Do It. There are a ton of peopleteachingInternetmarketing,andthevastmajorityofthemmakemoneybyteachingotherpeople the Internet marketing strategies they learned about online. Dan Kennedy callsthosepeople“shovelsellers”becauseduringthegoldrush,thepeoplewhomadethemostmoneyweretheonessellingtheshovels.Today’s“shovelsellers”aresellingyouInternetmarketingstrategieswithoutactuallyusinganyofthestrategiesthemselves.

ThedifferencebetweenmeandmostofmycompetitorsisthatIactuallydothis,forreal.That’sright.IuseeveryoneofthesecretsI’mabouttorevealtoyou.AndI’vetriedthem in dozens of differentmarkets—from supplements to coaching to software. I alsowork directly with hundreds of other businesses, advising them and increasing theirprofitabilityinalmosteverynicheandeveryindustryyoucandreamof.

Aboutsevenoreightyearsago,IhadthegoodfortunetoworkwithdirectmarketinglegendsDanKennedyandBillGlazer.Theyworkwithentrepreneursallaroundtheworld,and I was their main Internet marketing trainer for almost six years. This was a veryunique situation, and I was able toworkwith hundreds of offline businesses, teachingthemtoimplementthesameconceptsI’mabouttosharewithyou.

I’ve also had a chance to teach these DotComSecrets at Tony Robbins’ BusinessMasteryseminaraswell.Icantellyoufromexperiencethatthesestrategiesworkforbothonlineandofflinebusinessesinjustaboutanyindustryyoucanthinkof.Throughoutthebook,I’llshareexamplesofthesedifferenttypesofbusinessessoyoucanseehoweachstrategycouldworkinanymarket.

Thebookisdividedintoseveralsections.Sections1,2,and3aregoingtogiveyouthecoreconceptsthatyouMUSTunderstandbeforeyoucancreateyourfirstmarketingfunnel.Once you understand the secrets behindwhatmakes online sellingwork, Iwillteachyouhowtobuildyourownsalesfunnels.

Section4describes themanydifferentsalesfunnelsweuseinourcompanieseveryday.Italsogivesyouthesalesscriptsyouneedtomovepeoplethroughyourmarketingfunnelsotheywillpurchasefromyou.

Section 5will show you some of the easierways to implement all the technologyinvolved. Iseepeopleget trippedupby the techall the time.SoIwantyou toskip thehardstuffandmakeiteasyonyourself.

Onceyouknowhowfunnelswork,implementingthemisasimplematterofpickingwhichoneyouwanttouseandsettingitup.Pleasedon’tskipaheadtotheFunnelsandScripts sectionuntilyou’ve read theearlier chapters,oryouwillmiss learning thecorestrategiesthatmakethosefunnelsandscriptswork.Iwanteverythingtomaketotalsensetoyou.

3. ImageRecall.Throughout the book, you’re going to notice tons of simple little

diagrams.Atfirst,theywon’tmakesensetoyou.Butafteryoureadthroughthechapterorsection,you’llgetit.Ipromise.ThereasonthepicturesaresobasicisbecauseIwantyouto be able to look at the image and immediately recall the concepts. The graphics areengineeredforinstantrecall.Atsomepointinthefuture,ifyouneedtorememberhowtostructureanupsellsalesletteroratwo-stepconsultingfunnel,you’llbeabletopulloutthepictureand instantly recallhow todo it.Whenyouneed that image recall,youcan flipthrough the book to find the pictures, if you like. Or you can go towww.DotComSecretsBook.com/resources/diagrams and print them out. I like to keep anotebookofallthepicturesoffunnelsandscriptsIdevelop,soIcanalwaysfindtheoneIneed. I evenhave somestudentswhohavecertain images taped to theirofficewalls asmemoryaids.

I recommendreading through theentirebookoncefrombeginning to theveryend.You’re uncovering the rest of the iceberg, and you need to understand the concepts inorder.Onceyou’vegonethroughallthematerial,thenyoucangobacktothechaptersyouknowwillmakeabigdifferencerightaway.

I’mexcitedforyoutodiveinandhavesomefunwiththis.So,let’sgetstarted!

SECTIONONE:LADDERSANDFUNNELS

SECRET#1:

THESECRETFORMULA

Itwas11:27a.m.onaMondaymorning,andnomatterwhatItoldmyself,Ijustcouldn’tgetoutofbed.Themuscles inmybodyached,although itdidn’tmakesense. IknewIwasn’tsorefromexercisebecauseIhadn’tworkedout.Ihadasickfeelinginmystomachthatfeltliketheflu,butIknewIwasn’tsick.Inmyhead,IwasWISHINGthatIhadaboss, sohecould firemeandend thisnightmare that IknewIhad to faceas soonas Ifinallystumbledoutofbed.

How had I gotten here? Just a few years earlier, I had “officially” become anentrepreneurandlaunchedmyowncompany.Anddespitealotofmistakesalongtheway,Ihadlearnedafewtricksandwashavingsuccess.ThecompanyIstartedwasprofitable.Wewereservingpeopleandmakingadifference,butforsomereason,Iwasmiserable.

A few weeks later, I found myself in front of a huge, blank whiteboard trying tosketch outwhy Iwas feeling thisway. Somethingwaswrongwithmy business, and Iwantedtofigureoutwhatitwas.Afterwhatseemedlikehours,Iwrotedowntwowords:

Who?

Where?

Iaskedmyself,“WHOisthepersonIreallywanttoworkwith?”Uptothatpointinmybusiness,IhadbeentryingtoselltoanyoneandeveryoneIcould.Whilethatsoundssmartatfirst,itleftmetired,frustrated,andemptyinside.

After I got a good idea ofWHO Iwould ideallyworkwith if I had that choice, Istarted to thinkabout theRESULT Iwouldwant togive them. I askedmyself, “Where

couldIservemycustomeratthehighestlevel?”Irealizeditwasn’tthroughaproductoraservice.Rather,itwasbygivingthemaresultthatwouldchangetheirlives.ThatresultiswhereIwantedtotakethem.

Afewminuteslater,Iaddedtwomorewordstotheboard:

Where?

Bait?

Wherearethesepeople?HowcanIfindthemonline?WhattypeofbaitcanIcreatetoattractmydreamclientandrepeleveryoneelse?

These questions eventually became the outline for what I now call “The SecretFormula,” and it’s really the first step thatyouHAVE to takebeforeyoucangrowanycompany.

THESECRETFORMULAThesecret formulaconsistsof foursimplequestions.Theseare thesamefourquestionsthat I ask anyone who hires me for personal consultations. At the time of writing,companies pay me twenty-five thousand dollars per day to help them understand andimplementthisformulaandthefunnelsandscriptsinsideofthisbook.NowwhileIknowyou didn’t pay anywhere near twenty-five thousand to learn this information and gothrough this process, I recommend you treat this and all of the exercises inside of thisbookas ifyoudid invest the full amount. Ifyoudo,youwillget a lotmoreoutof theprocessI’mgoingtotakeyouthrough,andthisbookwillbecomelikeaprivate,twenty-fivethousanddollarconsultationwithme.Okay,letmewalkyouthroughtheprocess.

Question #1: Who Is Your Dream Client? The first question you have to askyourself is,Whodo Iactuallywant toworkwith?Mostofus startwithaproduct idea,never thinking about who we want as clients, customers, vendors, and associates. Butthesearethepeopleyouwillbeinteractingwithdayinanddayout.You’llprobablyspendmore time with these people than your own friends and family. You choose yoursignificantothercarefully,sowhywouldn’tyoutakethesametimeandcareindecidingwhoyour dream client or customerwill be? If you’re just getting started, thismay notseemimportant.ButIpromiseyouthatifyoudon’tconsciouslychooseyourdreamclient,onedayyouwillwakeuplikeIdid,workingwithpeoplewhoexhaustyouandwishingthatsomeonecouldfireyoufromthebusinessyoucreated.

After I had successfully launchedmy first software company, a lot of people tooknoticeofmysuccessonlineandstartedaskingmehowIwasmakingmoney.BecauseIsaw the demand, I thought it would be fun to teach others how to start their ownbusinessesonline.

ThegoodthingwastherewereaLOTofpeoplewhowantedtostartbusinesses,andwemadea lotofmoney teaching them.But thedownsidewas thatmostof themdidn’thave anymoney (and couldn’t invest in the higher-ticket things Iwanted to sell). And

mosthadnobusinessexperience,soIhadtospendtonsoftimeonthefundamentals,andthatdrovemecrazy(whichiswhyIdidn’twanttogetoutofbedinthemornings).Ihadsomuch value I wanted to provide people—showing how I had scaledmy companies,teachingconversionsecretsandhowwestructureourfunnels—but99%ofmytimewasspentshowingthemhowtobuyadomainandsetuphosting.

Iliterallyspentyearsservingthesecustomers,anditmadememiserable.Myfamilysuffered,andnomatterhowmuchmoneywemade,Iwasn’thappy.IttookyearsbeforeIsat back and actually thought about theWHO. I realized I had overlooked some prettyimportantquestions:

Whoaremydreamclients?

Whatdotheylooklike?

Whataretheypassionateabout?

Whataretheirgoals,dreams,anddesires?

AfteraboutaweekofthinkingabouttheWHOquestion,Isatdownandcreatedtwocustomeravatars:oneforthemenIwantedtoworkwithandoneforthewomenIwantedtoworkwith.

Forthewomen,Ipickedanameandwroteitdown:Julie.ThenIlistedoutthethingsIknewaboutJulie.Sheissuccessfulanddriven;shehasamessagetoshare;shevaluesher personal growth overmoney; and she’s already grown her business to at least fivefiguresayear.

Next, Iwrotedown thenameMike.Next toMike’sname, Iwroteout the things Iknew about Mike. He is a former athlete. At some point, he has helped to changesomeone’s life in a smallway andwants to learn how to helpmore people.He valuesgrowthovermoney,andhe’salreadybuilthisbusinesstoatleastfivefiguresayear.

ThenIwenttoGoogleimagesandtypedinJulieandthecharacteristicsIhadwrittenout.Withinminutes,Ifoundapicturethatlookedlikethewomeninmymind.Iprinteditout and hung it onmywall. I did the same forMike, andwithinminutes, I had bothpicturesofmydreamclientshangingonmywall.

Thismayseemlikeasillyexercise,butit’simportantthatyoudoitanyway.Reallyspend some time thinking about who you want to work with. Write out theircharacteristicsandthengofindanactualpicturetorepresentthem.It’samazinghowyourperspectivechangeswhenyouhaveaphysicalpictureofyouridealcustomer—insteadofahazy,half-formedimageinyourhead.

Question#2:WhereCanYouFindThem?ThenextquestionintheSecretFormulaisWHEREcanyoufindthisidealmanorwoman?Wheredotheyhangoutonline?AretheyonFacebookorInstagram?Whatgroupsaretheypartof?Whatemailnewslettersdotheysubscribeto?Whatblogsdotheyread?AretheyreadingTheNewYorkTimesorTheHuffingtonPost?Whatotherinterestsdotheyhave?Dotheylikesportsorthearts?Howaboutfishingorracecars?Ifyoudon’tknowthewho, itwillbehard tofindoutwhereyourperfect client canbe found.Somake sureyouknowexactlywhoyou’re trying to

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attract.Thenjustwritedownafewplacesyouthinktheprospectmighthangoutonline.Overthenextfewchapters,we’regoingtotakeadeepdiveintohowandwheretofindyourdreamclients.I’llshowyouexactlywheretofindthepeopleyou’relookingfor.

Question#3:WhatBaitWillYouUsetoAttractThem?Onceweknowwherethedreamcustomersare,wehavetocreatetherightbaittoattractthem.Yourbaitcouldbeaphysical book, aCD,DVD,or an audio recording—anything that yourdreamcustomerwouldpayattentiontoandwant.Asmycompanymovedawayfromsellingtobeginnersandtowardattractingdreamclients,ourfirststepwastocreatenewbaitthatwouldattract“Mike”or“Julie.”

Sowe created a book calledDotComSecrets Labs: 108 Proven Split TestWinners.Thisbaitworkedgreatforus,becausemostbeginnersdon’tknowwhatasplittestis.ButweKNEWthat JulieandMike (ourDREAMcustomers)wouldknowwhat these termsmeanandtheywouldbehungrytogettheirhandsonthebook.Withindaysoflaunchingthisnewoffer,wehad thousandsofdreamclients liningup toworkwithus.Whenyoufindoutwhatyourdreamclientswant,itbecomesveryeasytoattractthem.Throughoutthisbook,we’regoingtotalkmoreaboutcreatingtherightbait.Rightnow,justrealizethebaithastomatchwhatyourdreamcustomerwants.

Question#4:WhatResultDoYouWantToGiveThem?Onceyou’vehookedyourdreamcustomerswiththeperfectbait,thelastquestioniswhatRESULTdoyouwanttogive them? I’m not talking about what product or service you want to sell them. AbusinessisNOTaboutproductsandservices.Abusinessisaboutwhatresultyoucangetforyourclients.Onceyou (and they)understand thatconcept, thenprice isno longerabarrier.

Forme,IknewthatthebestwayIcanservemydreamclientistosendmyteamtotheirofficeandhelpbuildouttheirsalesfunnels,hireandtraintheirsalesteam,andsetupsystems todrive consistent leads into the company.That is how I canhave thedeepestimpactandservetheclientatthehighestlevel.Ideally,it’swhereIwouldliketotakeallofmycustomers.That typeof service isnot cheap, but the results I candeliver at thatlevelareamazing.Toputitinperspective,forthatservice,mycompanychargesaretainerandapercentageofsales,whichcombinedequalonemilliondollars.

I understand thatmany ofmy customerswon’t be able to payme for that level ofservice(whichiswhywedevelopotherproductsandservices),butunderstandingwhereyouultimatelywanttotakethedreamclientisthekeytothisstep.

Imaginethatyourclientscouldpayyouanythingtogetadesiredresult.What,then,wouldyoudo tohelpguarantee theirsuccess?Wherewouldyou lead them?Whatdoesthatplace look like?Keep thatplace inyourmind; it’s thepinnacleof success foryourclients.It’swhereyouwanttotakethem,andit’sthekeytothislaststep.

That’sit.Thefourstepsagainareasfollows:

Whoareyourdreamclients?

Howcanyoufindthem?

3.

4.

Whatbaitwillyouusetoattractthem?

Whatresultdoyouwanttogivethem?

Iknowthatthisexerciseseemssimple,butitisthekeytoeverythingelsewewillbediscussinginthisbook.Sotakeafewminutesnowandreallyanswerthesefourquestions.

UpNext:Inthenextchapter,wearegoingtodigalittledeeperandfocusonthestepsyouneedtofollowtoleadyourdreamcustomerfromtakingthe“bait”toconsumingyourproduct offerings to arriving “where” you want to take them. If you structure thiscorrectly,peoplewillnaturallyascendtowhereyouwantthemtobe.Theywillgiveyoumoremoney,andyou’llbeabletoservethematamuchhigherlevel.

SECRET#2:

THEVALUELADDER

Russell,areyouasmoker?”

“What?”Iresponded.“No,I’veneversmokedinmylife…whydoyouask?”

“Well, I noticed that your teeth are turning a little yellow, and Iwasn’t sure if youwereasmoker…ormaybeyoudrinkcoffee?”

“No,Idon’tdrinkcoffeeeither…,”Isaid.“Myteethlookthatyellow!?”

Thosewerethefirstwordsmynewdentistsaidtomeabout10minutesintoourfirstappointment.

WhenIstartedmynewbusinessafewyearsearlier,mywifeandIhadnoinsuranceofanykind.Iwasjusthustlingtosellthingsonlinetotryandputfoodonthetable.

Thenabout fouror fiveyears intomybusiness, I startedhiring employees.What Ididn’t realizewhen I first hired themwasmost “real” companies give their employeesbenefits.BecauseIhadneverhadarealjobbefore,Iwasn’treallysurewhatbenefitswere(besideshangingoutwithmeallday,which I assumedwas thebestbenefit ever!).No,theywantedhealthinsuranceanddentalinsurance.SoIdecidedtocaveandgetthemalla“benefits”package.Withindaysofgettingournewdental insurance, Igotapostcard inthemailofferingafreeteethcleaning.

“Sweet!We’vegotinsurance.It’safreecleaning.I’min.”

Andthat’swhereitallstarted…

Withinminutes,thedentistcommentedonmy“yellow”teeth.

“No,Idon’tdrinkcoffeeorsmoke.Aretheyreallyyellow?”

“Yeah, they are. But don’t worry. If youwant, I can go out back andmake somecustomteeth-whiteningtraysforyou.You’llhavetousethemforafewweeks,butifyoufollowthesystem,yourteethwillbewhiteagain.”

Well,I’msureyouknowwhatmyresponsewas…

“Yes,please!Idon’twantyellowteeth.”

Thedentistkeptworkingonmyteeth,anda littlewhile later,hesaid,“So,didyouhavebraceswhenyouwereakid?”

“Yeah,Idid.Howcanyoutell?”

“Well,your twobottom teethare shiftingagain,and thatusuallyhappens topeoplewhohadbraces.”

“Myteethareshifting?Seriously?Whatcanyoudoaboutthat?”

“Well,ifyouwant,Icanbuildaretainerforyou,whichwillhelpkeepyourteethinplace.”

“Yes,please!”

When Iwalked into the dentist office thatmorning, I had come in for a free teethcleaning.Andinlessthananhour,Iwalkedoutpayingovertwothousanddollarsformywhitening kit and my new retainers. This dentist had strategically taken me through apowerfulprocessthatIcallaValueLadder.

First,hehadcreatedbait(freeteethcleaning)thatwouldattracthisdreamclient(me).

Second,heprovidedvaluetomebycleaningmyteethandnoticingthatmyteethhadbecomeyellow.BecauseIhadreceivedvalue,Inaturallywantedtomoveforwardandgetadditionalvaluefromhim.

He then found anotherway that he could provide value tome—the retainers—andagain,Inaturallytookhimuponthatofferaswell.

Now, formanydentists, theymake themostmoneyandprovide themostvalue fortheirpatientsbyofferingcosmeticsurgery.Luckily,Ididn’tneedanycosmeticsurgeryonthatvisit,orIcouldhavebeenouttenthousanddollarsormore.

Onmy way out the door, the secretary scheduledme for another appointment sixmonthslater,addingmetotheir“continuity”program.Continuityiswhereyoucontinuepayingonaweekly,monthly,oryearlybasisuntilyoudecidetocancel.ThisdentisthadaperfectlyexecutedValueLadder(fig.2.2).

Fig.2.2:ThisisagreatexampleofaValueLadderforadentist.

One of the first things I explain to people when I start working with them is theconceptof aValueLadder, and it’s the first thingyouhave tobuildoutbeforeyoucanstartworkingonanysalesfunnel.Ifyoulookathowwestructureit,you’llseethatonthelefthandaxiswehavevalue,andonthebottomaxisweshowtheprice(fig.2.3).

Now, on the top right hand corner of this graph, you’ll see the big $ sign. This iswhereyouwanttotakeyourclient.Thisiswhereyoucanprovidethemthemostvalue—andalsochargethemthemost.

Fordentists, this isusuallycosmetic surgery.Formycompany, it’sgoing intoyourbusinesstobuildoutyoursalesfunnels,setupyourbackendsystems,andgenerateleadsforyou.Wecurrentlychargeourclientsonehundredthousanddollarsplus10%oftheirprofits(uptoonemillion)toprovidethisserviceforthem.Sothetotalcosttomyclientsis amillion dollars for this service.But it’s theBEST thing I can provide them, and itgivesmetheabilitytoservethematthehighestlevel.

Fig.2.3:YoucanusethissamemodeltodesignyourownValueLadderforyourbusiness.

Now,ideallywewouldliketoselleveryoneourbestthing,right?Youwanttoserveyourcustomersinthehighestwaypossible.ButthesadtruthisthatifIweretowalkuptoyou on the street and say, “Giveme amillion dollars, and I’ll help you to grow yourcompany,”youwouldeitherlaughinmyfaceorrunaway,thinkingIwasinsane.

Whyisthat?

It’sbecausewejustmet,andsofar,Ihaven’tprovidedyouanyvalue.

ButifyoucametomywebsiteandsawthatIwasgivingawayafreebookwith108ofmyBESTsplittestsandallyouhadtodowascoverthe$9.95shipping,doyouthinkthatyou’dorderit?

Ifyou’reinmytargetaudienceyouwould—becausethepriceislow,andyouhaveachancetoreceivesomevalueinanon-threateningway,allowingyoutoseeifyouliketheexperience.JustlikeIdidwiththedentist.

Now, if youorder that book fromme and receive value from it, youwill naturallywantmore.You’llwanttoascendmyValueLadder(fig.2.3a)andseeif thereareotherwaysIcanprovidevalueforyou.

Fig.2.3a:MyDotComSecrets’ValueLadderincludesproductsandservicesatalllevels,includinganongoingcontinuityprogram.

Youmaybuyoneofmyhomestudycoursesorattendoneofmyliveevents.Ifyoureceivevaluefromthat,thenyoumaydecidetosignupformy$10,000Igniteprogram,ormaybemy$25,000InnerCircleprogram.AndifIprovideawesomevaluethere,thenyouwill naturally want to keep ascending… and THAT is howwe sell ourmillion-dollarpackages.Weprovide insaneamountsofvalueateachstepofourValueLadder,soourclientsnaturallywanttoascend,getmorevalue,andpayusmoremoney.

Oh yeah, and just like the dentist, no Value Ladder is complete without a goodcontinuityprogram.Therearemanywaystostructureyourcontinuityprogram.Itcouldbeorganized around software, membership sites, or ongoing coaching, but it should besomethingyoucanbillforeachmonth.Thatresidualincomewillbecomethelifebloodofyour business. For my DotComSecrets business, our main continuity program is oursoftware ClickFunnels, which allows people to create sales funnels with the click of amouse.Our clients pay usmonthly to use this software to help run their businesses. Itsavesthematonoftimeandmoneyandprovidesuswithresidualincome.Win-Win.

WHATDOESYOURVALUELADDERLOOKLIKE?NowI’mawarethateveryonereadingthishasadifferenttypeofcompany.Atthispoint,you’reprobablytryingtofigureouthowtheValueLadderappliestoyourbusiness.IwanttosharewithyouastorythatwillshowyouhowwewereabletocreateaValueLadderforabusinessthatdoesn’tseemtohaveanytypeofascendingproductsorservices.

Ihaveachiropractorfriend,Dr.ChadWoolner,whomI’veknownforalongtime.Infact,itwashisurgingthatgotmetocreatethisbook.Likemostchiropractors,hemakeshislivingdoingadjustmentsforaboutfiftydollarseach.Herunsads,patientscomein,getadjustedinabouttenminutes,payhimfiftydollars,andleave.Sometimes,if theperson

hasamoreseriouscondition,Chadmayputtheclientonacontinuityplanandhavethemcomeinafewtimesaweekoverthenextfewmonths.Butthat’saboutit.

OnedaymyfriendandIweretalking.HewantedtoknowwhatIwoulddodifferentlyin his business if I were him. I thought it over for a few days, when a funny thinghappened.Atthetime,IwasworkingwithagroupofwrestlerswhoweretrainingfortheOlympics.Eachweekachiropractorcameinandadjustedallofthewrestlers.Oneweek,theregulardoccouldn’tmakeitin.So,insteadofwaitingforaweek,oneoftheathletesjumpedonYouTube,typedin“howtogiveachiropracticadjustment,”andwatchedafewvideos until he felt like an expert. Then he walked into the other room and quicklyadjustedeveryoneontheteam.

Now, before I move on, I feel like I should give a disclaimer or a warning orsomething. Don’tgetmewrong.Thepointof thisstoryisNOTtosayyoushouldgowatch YouTube videos and then start practicing medicine! (And no emails telling methat’sillegalorcrazy…okay?)Thepointisthatinaboutthirtyminutes,someonewithnoformal training at all learned to dowhatwewere paying the chiropractor for. I startedlaughing,calledmychiropractorfriendimmediately,andtoldhimthestory.

Naturally,hewasn’tasamusedasIwas.Helaunchedintoalongrantaboutwhythatwasdangerousandwhyweshouldn’thavedoneit.ThenIstoppedhimandsaid,“Look,Iwasn’tjustcallingtobeajerk.Iwanttoteachyousomethingreallypowerful.Youwenttocollege for years to learn how to be a chiropractor—yet, within thirty minutes, onewrestlerwasabletolearnEVERYTHINGthatyoucurrentlydoinyourclinic.”

Silence.

“I’m curious,while youwere going to school, did you learn anything else besidesadjustments?”

Defensively,he started to tellmeaboutall sortsofother thingshehad learnedandknewhowtodo.

“I spent years learning nutrition and natural healing. I can help stop fibromyalgia,carpaltunnelsyndrome,and…”

Andthat’swhereIstoppedhim…

“Have you ever provided ANY of these services to your clients? Or do you stopgivingthemvalueafterthefiftydollaradjustments?”

NowIwant topausehere,becausemostcompaniesIworkwith,even if they thinktheyhaveaValueLadder,reallyonlyhavepartofone.Almostalways,IspendmytimeworkingwiththemonaddingproductsandservicestothefrontoftheirValueLadders,aswellastheback.

Afterthatdiscussion,IsatdownwithmyfriendandwemappedouthiscurrentValueLadder.Itlookedkindoflikethis(fig.2.4):

Fig.2.4:Atfirst,myfriendonlyhadonebasicservice.IhelpedhimfleshoutotherofferingssohehadafullydevelopedValueLadder.

Thenwelookedatotherwayshecouldprovidemorevaluetohisclients.Wefiguredoutwherehereallywantedtotakethem.Ultimately,hecreatedanewwellnessprogram,forwhichhecouldchargefivethousanddollars.Theclientswhoparticipatedwouldgetten timesmore value from each visit to his clinic. That was the backend—the highestpoint—ofhisladder.

Then, afterwe built outmy friend’s backendValueLadder,we still had to find anattractivefrontendoffertogetpeoplethroughthedoor.Achiropracticadjustmentjustisn’tthat sexy. It’s not like amassage that people enjoy getting, and it’s not like going to atraditionalmedicaldoctorwhereyou thinkyou’regoing todieandneedsomemedicinefast. People usually wait until they’re in great pain before they’ll come in for anadjustment.Chiropracticadjustmentsjustaren’tthatexciting.Ifyouhaveablahfrontendoffer,yourbusinesswillalwaysstruggle.

Wesatdown, thought throughhisbusiness,anddecided thatamassagewouldbeagoodthingtoofferasthefrontendofhisValueLadder.Peoplelovegettingmassages,andit’sbaithecouldusetogetpeopleintohisclinic.

Nowhehastwofull-timemassagetherapistswhogivefreemassagestogetpeopleinthedoor.Andjustlikemydentistsellsteethwhiteningandretainers,thesetherapistsaretrained to feel when a person’s spine or ribs are out of place and might need anadjustment. Then they upgrade the client to the adjustments and then to the wellnessprograms(fig.2.5).

Fig2.5:OncemyfriendhadafullydevelopedValueLadder,hisbusinesscompletelyturnedaround.

YoumightbesellingabookrightnowonthefrontendandhavenoideahowtobuildupabackendValueLadder.Well,whatothervaluecanyouprovidetopeople?Canyoubemore hands-on with them? Can you offer more personal attention? Can you provideancillary services or physical products that enhance your primary offer?My very firstinformationproductwasaDVDonhowtobuildapotatogun.(Andthatjustgoestoshowyou can sell anything online!) But I figured out how to build a Value Ladder by alsoselling“DoItYourself”plansandphysicalpotatogunstoourcustomers.

The Value Ladder is the key to building your marketing funnels and masteringeverythingelseI’mgoingtoteachyouinthisbook.Thissystemdoesnotworkifallyouhaveisonething—likeabookoranadjustment.YouneedtobeabletobuildoutafullValueLadder.Most businesses I look at haveoneor twopieces of the ladder, but theyrarelyhaveallfour.Onceweaddinthemissingpieces,thebusinesscanstarttoexpanddramatically.There’snoendtothelevelofbackendservicesandexperiencesyoucanadd.Ifyoukeepprovidingmoreandmorevalue,peoplewillspendmoreandmoremoneytokeepworkingwithyou.

I rememberpaying twenty-five thousanddollars tobeapartof theBillGlazer/DanKennedyTitaniumMastermindprogram.Atthetime,myhighestbackendofferwasfivethousanddollars.Someoneinthatprogramaskedme,“So,Russell,whatdoyousellnexttothepeoplewhopaidfivethousand?”ItoldhimthatIdidn’thaveanythingelsetooffer,and he responded, “Russell, that’s a five thousand dollar buyer lead—you need to sellthemsomethingelse!”

Interestingly, later thatnight thegroup(yes, theSAMEgroup thathadalreadypaidtwenty-five thousand to be in the room) was offered a chance to be in the moviePhenomenon with Dan Kennedy for an additional thirty thousand. And nine out ofeighteenpeopleinourgroupboughttheoffer!ThatwaswhenIrealizedthattherereallyisnoend toyourValueLadder. It’s oneof the reasonswhywecreatedourmillion-dollar

program.Imaginemyshockandexcitementthefirsttimesomeonesaidyes!Apercentageofyouraudiencewillalwayswanttopayyouthepremiumtogetmorevalue.

Theonly limit toyourvalueofferings isyour imagination.Keep thinkingofhigherandhigher levelsofservice,andyoucankeepchargingmoreandmoremoney.There’salwayssomethingelseyoucanoffer.

WHATIFIDON’THAVEAVALUELADDER?Often times, it’shardforcompanies tofigureouthowtoaddmoreoffers to theirValueLadders. Typically, the process is very easy for someone selling information productsbecausethatascensionpathhasalreadybeencreatedandproveninthousandsofdifferentinformation-based companies. But what if you’re selling something else?What if youofferphysicalproducts,ecommerce,B2Bservices,orprofessionalserviceswherethepathisn’tquiteasclear?Sometimesittakesalittlethoughtandcreativity.

Ifyoualreadyhaveaproductoraservicethatyousellinthemiddleofyourladder,whattypeof“bait”couldyoucreatetoattractyourdreamcustomer?Ihaveafriendwhoowns a company thatmakes custom suits for people. Hewas stuck selling a high-endservice but unable to see how to construct a solidValue Ladder (probably because the“front”atthetimewastwothousanddollars).Afterawhile,myfriendtriedgivingawayfree cuff linksonline.Heput theofferup, started to advertise, andwithindays,hehadgenerated hundreds of perfectly qualified leads. He then took those people through anascensionplantogetthemtopurchasetheirowncustomsuits.

Often times, companies have a frontend product but nothing more to sell on thebackend.Forthat,Ilovetolookatwhatelsetheycouldbundletogether.Couldtheyofferacoachingprogram?Howaboutaliveevent?Whatotherresultsorvaluecouldtheygivetheirclients?

ItoldyouearlierthatFitLife.tv’scoreissuewasnotatrafficorconversionproblem.TheonlyrealproblemwasthattheyhadnoValueLadder.Becauseofthat,theycouldn’tbuild out a true sales funnel. They brought people into their funnel, but then therelationship ended.Peoplewanted to give themmoney, but therewas no clear path forthemtofollow.Assoonastheyaddedthosethingsintotheirbusiness,customersnaturallystartedtoascendtheladder,ultimatelypayingDrewandhisteamwhattheywereworth.

While it’s not always obviouswhat you can add to the frontend or the backend ofyour company, I promise that the solutions are there. I also know that if you want tosucceedandbeatoutyourcompetition,youneedtohavethisValueLadderinplace.

UpNext: In thenextchapter,wearegoing to talkabout thebasicsofbuildingoutyour sales funnel. But please take the time to fill out your own Value Ladder. Again,unlessyouhaveacompleteValueLadder, it’s impossible tobuildoutaneffectivesalesfunnel.

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SECRET#3:

FROMALADDERTOAFUNNEL

TheSecretFormulawascreatedtohelpyoufigureoutwhoyouwanttoserve,howtofindthem,whatkindofbaityoushouldusetoattractthem,andwhereyouwanttotakethem.

TheValueLadderwascreatedtohelpyoufigureoutwhatproductsandservicesyouneedtoaddsothatyourdreamclientsmovefromyourbaittoyourhigh-endservices.

Nowit’stimetobridgethegapbetweenaValueLadderandasalesfunnel.Insections3and4of thisbook,wewillgo intoa lotofdetail about the strategy,psychology,andtacticsyouneedtobuildoutyourownsalesfunnels.Butfirst,Ineedyoutounderstandwhat a sales funnel is and how that relates to everything we’ve discussed so far. Thissectionisshort,butcriticaltoyoursuccess.

In a perfect world, I would immediately be able to talk my dream client intopurchasingmybest,mostexpensiveservice.Butaswediscussedinthelastchapter,that’salmostimpossiblebecauseIhaven’tprovidedvalueyet.Besides,myhighest-levelservicemight not be the best fit for all people. It’s almost impossible to build a company justofferingyourhigh-end services.Youneeda full rangeofoffers.So insteadof trying toconvincesomeonetobuythemostexpensiveofferingrightaway,webuildafunnelthatwillhelpustodotwothings:

Providevaluetoeachcustomerattheuniquelevelofservicethatheorshecanafford.

Makemoneyandbeprofitablewhileidentifyingourdreamclientswhocanaffordourhighestoffer.

Thebestwaytoshowyouhowthisworksistodrawafunnel:

Fig3.2:Afunnelmovespeoplethroughthesalesprocess.Theyenterasprospectivecustomers(traffic),andyourjobistoconvertasmanyaspossibleinto

repeatcustomersbysellingtothematthefront,middle,andbackendofyourfunnel.

Abovethefunnelisacloudthatrepresentsallofmypotentialcustomers.Atthetopofmyfunnelisthe“bait”thatwillattractmydreamcustomers.Noticethatthisbaitisalsothe first rung of the Value Ladder. As I start to place ads featuring my bait, potentialcustomers will start raising their hands, and a certain percentage of those people willpurchasemyfrontendoffer.

ThenIwillmovetothenextstepinmyfunnel.HereIwillintroducethenextproductorserviceinmyValueLadder.Thiswill,ofcourse,besomethingofferingMOREvalue,whilealsocostingmoremoney.Unfortunately,noteveryonewhopurchasesmybaitwillalsopurchasethismoreexpensive,high-valueproduct,butacertainpercentageof thosepeoplewill.

Fromthere,ImovedeeperintothefunnelandintroducethenextproductorserviceonmyValueLadder.Again,noteveryonewillbuy thisproduct,butapercentageof theclientswhoinitiallytookthebaitwill.IwillcontinuetodothisthroughallthelevelsofmyValueLadder,andat thebottomof thisfunnel,ahandfulofpeoplewillappearwhocanafford—andmaybewillingtopurchase—myhigh-endservices.Thesearemydreamclients,theonesIwanttoworkwithatamoreintimatelevel.

Now, before I “sell” you onwhy you need to be thinking about your company intermsof“funnels,”Iwantyoutounderstandthatmyapproachwasn’talwaysthisdetailed.WhenIfirstgotstartedonlineoveradecadeago,therewasalotlesscompetition.Icouldhavejustafrontendproduct,andI’dspendadollaronadsandmaketwodollarsbackinreturn.Butasmorepeoplestartedbusinessesonlineandcompetitionstartedtogrow,ad

costswentup, the consumer’sbuying resistance alsowentup, and it gotharder to sell.People I know who were making millions of dollars a year are no longer in businessbecausetheydidn’tadaptandchangewiththetimes.

WhenIstartedtofeelthepinch,Iwasluckyenoughtohavesomeamazingmentorswho taught me the importance of building a deeper funnel with more offerings. Thedeeper your funnel is, and the more things you can offer your clients, the more eachcustomerwill beworth toyou.And themore they areworth toyou, themoreyou canspendtoacquirethem.Rememberthistruth:

“Ultimately,thebusinessthatcanspendthemosttoacquireacustomerwins.”—DanKennedy

Every product I sell online has a sales funnel that I take people through. In fact,immediatelyafterthecustomerbuyssomething,theyareofferedanupsellortwobeforetheyevenleavethepage.Thisisonetypeofsalesfunnel.Butaftertheyhavepurchasedsomethingfromme,Iuseothertypesofcommunicationfunnelstobuildarelationshipandencourage them topurchaseotherproductsandservices thatwesell.You’ll learnaboutthesespecialcommunicationfunnelsinSection2.Everyproductwesellhasitsownsalesfunnel toprovidevalueandconvert thebuyer intoahigher-endcustomer.You’llseeallsevenofthesefunnelsinSection4.

Thefactthatyoupickedupthisbookandarereadingitnowisproofthatthisconceptworks.Ialreadyknowthatapercentageofeveryonewhobuysthisbookwillupgradetooneofmyonlinewebclasses.Ialsoknowthatfromthere,apercentageofthosepeoplewillupgradetomyIgniteprogramormyInnerCircleprogram.Andafew,theoneswhoaretherightfit,willjoinmymillion-dollarprogram,andI’llbecomingouttosetupthiswholesystemintheiroffices.

Let’sReview:Soasalesfunnelisjusttheonlineprocessyoutakesomeonethroughto get them to ascend through the different levels of yourValueLadder. It’s the actualwebpagesthatwillmaketheSecretFormulawork.TheSecretFormulawillhelpyoufindyourdreamcustomer,offerthemyourbait,andleadthemtowhereyouwantthemtogo—allwhileprovidingthecustomervalueandmakingyoumoney.

UpNext:So,thenextlogicalquestion,afteryouunderstandtheconceptbehindthesalesfunnel,isWHEREdoyoufindthepeopletoputintothatsalesfunnel?Secret#4willpresentthreesimplequestionstohelpyoufindyourdreamclientsandbringthemtoyourwebsites—withcreditcardsinhand.

SECRET#4:

HOWTOFINDYOURDREAMCUSTOMERS

WiththeSecretFormula,youdiscoveredthatyoumustfindoutwhoyourdreamclientsareandthenfindoutwheretheyare.Usuallymyclientscanfigureoutprettyquicklywhotheywanttosellto,buttheygetstuckfiguringoutwherethosedreamclientsareandhowtogetthemtovisittheirwebsites.Theprocessofgettingpeopletocometoyourwebsiteiscalled“drivingtraffic.”SowhenItalkabout“traffic”throughoutthisbook,I’mtalkingabout the people you are convincing (through an ad) to come to your website. Peoplealwaysaskmehowtoattractmoretraffictotheirwebsites,butbeforewecanaddresshowtogetthosepeople,youhavetounderstandtheconceptof“congregations.”

One of the coolest things about the Internet is the power of congregations. TheseseeminglyunimportantgroupsofpeoplegatheringtogetherinlittlecornersoftheInternetmakeitpossibleforpeoplelikeyouandmetogetintobusinessquicklyandbesuccessfulwithoutallthebarriersandexpensivehurdlesoftraditionalmedia.

When I say thewordcongregation,what’s the first thing thatpops intoyourhead?For most people, the word congregation brings to mind a church. A church is reallynothingmorethanagroupofpeoplewhogathertogetherbasedonsimilarbeliefs,values,and ideas. For example, eachweek, theBaptists all congregate together based on theirsimilarbeliefsandvalues.TheCatholicsalsocongregatetogetherandsodotheMormons,SeventhDayAdventists,Muslims,andJews,etc.,…right?So,ifIweresellingaperfectproductforMormons,wherewouldIgotosellit?Ofcourse,IwouldgototheMormonChurch.Mydreamcustomerswouldberight therecongregatedtogether.AllI’dhavetodoisputmymessageoutinfrontofthem.

Mypointisnottoteachyouhowtosellthingstochurches.Iwantyoutounderstandthepowerofacongregationbecauseit’soneof themainreasonstheInternet issuchanamazingtoolforbusinesses.PriortotheInternet,itwashardforpeoplearoundtheworldtocongregatetogether.Wewerelimitedbylocationandabilitytocommunicate.Butnowit’spossibleforanyoneandeveryonetocongregatetogetheranddiscussalmostanythingwithgroupsofpeoplewhoholdsimilarbeliefs.

WhenIwasinhighschool,therewerefiveorsixkidswhowouldgettogethereverydayat lunchandplaycardgames.I rememberoneof thegameswascalledMagic:TheGathering.NowIhadneverheardofit,andIthoughtthekidswerekindofstrangesittingbythemselvesplayingcards.Buttheywerecontenttocongregatetogetherandparticipateinanactivitytheyenjoyed.I’msuretherewereahandfulofkidsinhighschoolsalloverthecountrydoing thesame thing,unawareofoneanother.Before the Internet, thatwashowthingsworked.Youwerekindoflimitedbasedongeography;youmightnotbecloseto other people in your congregation.As amarketer, Iwould have found it difficult toreach five kids at one high school and three at another school and six or seven at yetanother. It would have cost too much money to be successful. Yet now, thanks to theInternet,thosefiveorsixkidsinmyhighschoolcancongregatewithothersallovertheworldtoplayMagic:TheGatheringonline.Theycanhangoutonforumsandplaygameswithpeoplehalfwayacrosstheworld.Now,ifIhaveaproducttoselltoacongregationof peoplewho loveMagic: TheGathering, it’s easy and economical to go online, findwheretheyare,andgetmymessageinfrontofthem.

Here’sanotherexample: Iwasawrestler incollege,andeverynightall thestudentathleteshad tospend twohours instudyhall tomakesurewegotourhomeworkdone.Naturally,Iwouldsitnexttomywrestlingbuddies,andwe’dgoofoffonline.Irememberlooking over one day and noticing that all my friends were looking at the exact samewebsiteIwas.ItwascalledTheMat.com—awebsiteforwrestlers.Wewereallchattingaboutwhathadhappenedthatmonthintheworldofwrestlingandwhowaswinning.Wewere showing cool moves and discussing what move might work better. Every singleperson on my college wrestling team was in that study lab for two hours every nighthanging out on TheMat.com and talking about wrestling—rather than doing ourhomework.

Interestingly, this was probably happening in every single university around thecountry.Addinallthehighschoolwrestlersandanyolderpeopleinterestedinthesportwhowouldlikelyfindthissite,andyoucansee thatpotentiallyeverysinglewrestler intheworldcouldcongregateinonespotandtalkaboutwrestling.Now,ifIhadawrestingproduct,whatwould Ido to sell it? Iwould find theexistingcongregationofwrestlingfans,andIwouldputmymessageoutinfrontofthem.Simple!

Therearecongregationsforeverythingyoucandreamup—fromantiquesbuyers tozippercollectors.Onceyouunderstandthecoreconceptofcongregations,drivingtrafficisincredibly easy.Not surewhere your congregations are? Just go toGoogle and type inyour keywords plus the word forum or search for groups related to your keywords onFacebook.Itmighttakealittledigging,butyou’llfindyourtargetaudience.Now,there

arethreequestionsyouhavetoaskyourselftofindandreallytapintothesecongregations.

QUESTION#1:WHOISYOURTARGETMARKET?When I ask that question, people tend to answerwith straight demographics like, “Mytargetmarketiswomenfromagesthirty-sixtoforty-fivewhomakefiftythousanddollarsayear.”Foraverylongtime,straightdemographicslikethatwereprettymuchtheonlyway to separate the people youwanted to target from the rest of humanity. Traditionalmedia catered to certain demographics through its programming and sold advertisingalongthoselines.Ifyouwantedtoreachwell-off,intellectualmen,youmightadvertiseonthe latenightnewsor inTheNewYorkTimes. If youwanted to reachhousewives, youmight advertise during a soap opera in the middle of the day. Unfortunately, straightdemographicsdon’tgiveyouanyofthejuicyinformationabouttheindividual.Intheolddays,thebestyoucoulddowasgrouppeopleingeneralterms,accordingtoage,gender,income,andgeographicallocation.TheInternethaschangedallthat.Todayyoucangetasgranularasyouwanttowiththedataavailable.Youcansegmentpeoplebasedonmusicaltaste,medicalbackground,andshoesize.Ifyoulike,youcanevengroupaccordingtothemoviestheywatchedlastmonthorthewebsitestheyvisitedyesterday.

Because marketers are now able to target so many different characteristics soaccurately, people have lost all patience for generalized, mass media messages.Consumersexpectanddemand thatyouradvertisingbeextremely relevant to them.SayyouownalocalpetfoodcompanyandyouradvertisingspeakstowomeninTampawholovedogs. If I’maman inTampawho loves cats, youmightwant to create a separatemessageforme.Itdoesn’tmatterthatbothtargetmarketscangetfoodfortheiranimalsatyour store.Consumerswant andexpectmessaging that speaksdirectly to them,or theywilllikelyignoreyou.There’sjusttoomuchinformationbombardingusatallhoursofthedayandnight.Asmodernhumans,wearesubconsciouslyforcedtoscreenoutanythingthatdoesn’tdirectlyapplytous.Soadogfoodcommercialmaynotevenregisteronacatowner’sradar,eventhoughyourstorealsosellscatfood.

Tocreatehyper-targetedmessages,youhave toknowyour targetmarket insideandout. Successful businesses get inside of the customer’s mind and find out what theindividual really cares about.What are their pains and passions?What do they desire?What do they think about, andwhat do they search for online?Whenyou can findoutthose tiny details, you can search more specifically and find buyers in not-so-obviousplaces.Forexample,inthe“howtomakemoney”businessthatIhave,IoftenthinkbacktomyselfwhenIwasatwelve-year-oldkidbuyingstufffrominfomercials.Whatweremydesires?Whatgotmeexcited?WheredidIlookformoreinformation?Whatwordsandphrases was I searching for?What magazines did I read? I try to figure out what mymindset was at the time. If I had a wrestling product, I would think back to my ownwrestlingdays.Whoarethepeopleinthewrestlingmarket?Whataretheysearchingfor?Whatproblemsdotheywanttosolve?Whatquestionsdotheyneedanswered?Isuggestdiggingintoyourownexperiencetocreateasdetailedapictureaspossiblefortheproductyou are selling. You want to go way beyond typical demographics when answering

question number one: Who is your target market? Then, when you have an accuratepicture,youcanmoveontothenextquestion.

QUESTION#2:WHEREISYOURTARGETMARKETCONGREGATING?Rememberyourtargetmarketismadeupofrealpeople,soyouneedtolookattheirrealbehavior.Wheredo theyhangoutonline?Wheredo theyspend their time?Whatemailnewslettersmighttheysubscribeto?Whatblogsdotheyread?WhatFacebookgroupsaretheyapartof?AretheyevenonFacebook—ordotheypreferInstagram?Whatkeywordsare theysearchingforonGoogle?Whatbooksare theybuyingonAmazon?Answeringthesequestionscantakesometimeandresearch,butit’sworthtakingasmuchtimeasyouneedtodevelopaclearpictureofwhereyouridealclientsaredirectingtheirattention.

Finding traffic on the Internet really is as easy as answering these questions.Marketerstrytomakeitcomplicatedwithallofthetechnologythathelpsdirectthetraffictocertainwebpages.Butit’syourknowledgeofthepeopleinyourmarketthatmakesthetechnology useful. I like to think of the Internet as a huge mountain, and your idealcustomer—yourtraffic—isgoldinsidethatmountain.Yourjobasamarketeristofindthegold and mine it out.When you start mining, you’re just digging around, poking andprodding, trying to find where the gold is. You know there’s gold in that mountainsomewhere,butyou’renotsurewhere.Soyou’relookingaround,tryingthisareaandthatarea,andallofasudden,youmightdigupafewnuggets.Typically,goldclumpstogetherinaveinrunningthroughthemountain(likeacongregation).Sowhenyoufindalittlebitofgold,youcandigdeeperandfindmore.You’llsoonseethattheveinrunsdeepintothemountain.Ifyoukeepfollowingthatvein,youcanmineoutallthegold.It’sworthtakingthetimetodoathoroughjobinthepokingandproddingstage.Becauseifyoucanfindexactlywhere your targetmarket is hanging out, then pulling out the gold is simply amatterofputtingarelevantmessageinfrontofthemanddirectingthemtoyouroffer.

Do some digging—all the while asking the crucial questions: Who is my targetmarket?Wherearethesepeoplecongregating?Yousearchforalittlewhile,andBoom!Youmightfindanemailnewslettertheysubscribeto.That’saveinofgold.You’regoingtotapintothat.Youmightbuyadsinthatnewsletterandtrytoenticeallthosepeoplebackto yourwebsite.Youmight find a blog they frequent ormaybe aFacebookgroup theylike.Astheentrepreneur,it’syourjobtogooutthereandfindthesecongregations.Thereare people you canhire to help, and there are systemsyou can set up to tap into thosecongregations,butfirstyouhavetogetintothemindsetofthetargetmarketandfigureoutwheretheycongregate.

Thenyou’rereadyforthethirdquestion.

QUESTION#3:HOWCANYOUGETACUSTOMERTOLEAVETHECONGREGATIONANDCHECKOUTYOURPAGE?

If I’m in themiddleofawrestlingdebateonTheMat.com, it’sgoing to takesomethingspecialtogetmetoleavethatsiteandgolookatsomethingelse.Atthispoint,youhavetofigureoutwhatofferingisspecialenoughtoenticeawrestlingfanawayfromhisfavoritesite.Howcanyoudivertattentionawayfromwhatyourprospectiscurrentlydoing?IcallthisprocesstheEnquirerInterrupt.

Fig4.2:Youradsmustbeabletograbpeople’sattentionifyouwantthemtoclickovertoyoursite.

DidyouknowthatTheNationalEnquirerisoneofthemostreadnewspapersintheworld? They place their publication in one of the busiest spots on earth: the checkoutstand.Peopleonlyhaveasplitsecondtomakeabuyingdecision,sothepublicationoffersshort two-to three- word headlines that will stop almost anyone in their tracks. Themagazine is an undisputed master at interrupting your brain patterns and making younotice.

Yourjobonlineisalmostthesame.Youaretryingtoengagesomeonewhoisalreadycheckingemail,Facebook,andhiscellphoneattheexactsametime.Youhavetointerruptpotentialcustomerslongenoughforthemtoclickonyouradandvisityourwebsite.

Asyoustarttothinkaboutwhattypeofadsshouldyoubeplacing—whattheyshouldsay,what types of images they should use—I recommend going toGoogle images andsearchingfor“NationalEnquirerheadlines.”You’llseehundredsofexamplesthatyoucanmodel. Ifyou lookclosely,you’llnotice themagazinealwaysusesastrangeorunusualpicturetograbtheeye.Thenitusesshort,punchyheadlines(usuallydescribingsomethingweird,unusual,orshocking)tomakeyoucuriousenoughtobuyacopy.Theimagesandheadlines interruptwhatever youwere thinking about tomake you pay attention to theproduct,amagazine.

In our ads,we place these Enquirer Interrupts to grab our prospects’ attention andsend them to our squeeze pages, our frontend offers, and our bait. Remember that justbecauseyou’veidentifiedwhoyourdreamprospectsareandwheretheyare,yourjobisn’tdone.Youstillneedtograbtheirattentionandgetthemtoclickovertoyourwebsite.You

dothatthroughtheseinterrupt-styleads.

YOURROLEASTHEENTREPRENEURAs theentrepreneur formycompanies,oneofmyprimary jobs is to identifywhere theveinsofgoldare located.This task isnot for thepersonbuying theads,optimizing theads,orpickingthekeywords,etc.That’slikeexpectingabuildingcontractortoknowhowtopourthefoundation,framethehouse,putupthesheetrock,andruntheelectricity.Acontractordoesnotneedtoknowhowtodoallofthosethingstobuildahouse.Infact,ifhediddoallofthosethings,itwouldtaketentimeslongertogetthejobdone.Instead,heunderstands the pieces that need to be in place to build a house, and then he hires theelectriciantodothewiringandthesheetrockguytoputupthesheetrock.

Your job as the entrepreneur is to understand the strategy behind theseDotComSecretsandthenhiretheFacebookguytorunFacebookadsandtheGoogleguytorunGoogleads.Tothisday,I’veneveroncerunaGoogleoraFacebookad,yetI’vemademillionsonbothplatforms.Iunderstandthestrategy,andthenIsetupsystemsandhirepeoplewhoaregreatatthetactics.Inthisway,wealldowhatwearebestat.

BecauseIknowthisdivisionoflaborworks,I’mnotgoingtogointoeverydetailonhowto run theads in thisbook. Instead, Iwant to focuson thestrategy.Then,youcanbuild a system and have your team help you to implement it. In the next chapter, I’mgoing tohelpyouunderstand the strategybehind the three typesof traffic, andwewillpinpointyourONLYgoalwhendrivingtrafficonline.

1.

2.

3.

SECRET#5:

THETHREETYPESOFTRAFFIC

Acrucial DotComSecret youmust understand to experience exponential growth is this:Thereareonlythreetypesoftraffic:

Trafficyoucontrol

Trafficyoudon’tcontrol

TrafficyouOWN

Onceyouunderstandhoweachtypeoftrafficworksandhowtheytietogether,youwillhave theability todirect theright traffic to therightoffers,andconvert thehighestnumberpossibleintobuyersandrepeatclients.YouroneandONLYgoalistoOWNallthetrafficyoucan.Thatishowyougrowyourlistandincreaseyoursales.

TRAFFICYOUOWNIwant tobeginourdiscussionwith the third typeof traffic listedabovebecause it’s themost important.Trafficyouownis theBESTkindof traffic. It’syouremail listoryourfollowers,readers,customers,etc.IcallthisthetrafficthatI“own”becauseIcansendoutanemail,postamessagetomyfollowers,ormakeablogpost,andIwillgenerateinstanttraffic.Idon’thavetobuyitfromGoogleorFacebook.Idon’thavetodoanyPRorSEO.Thisismyowndistributionchannel;IcansendoutmessagesanytimeIwant,withnonewmarketing costs. I can sell things to these people over and over again, and all of that

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moneycomesbackaspureprofit.

IwasluckywhenIfirstgotstartedonlinetohaveamentornamedMarkJoyner.Markhadbuiltahugecompanyonline,andwhenIstartedtostudyunderhim,hisnumberonepiece of advice to me was this: “Russell, you have to build a list.” He ingrained thatprinciple intomymind,and itbecamemyonlyfocusfor two to threeyears.Asmyliststartedtogrow,sodidmyincome.

The firstmonth, Iwas able to get about two hundred people to joinmy list, and Imade justa littleover twohundreddollars thatmonth.WhenIhad increasedmy list toabout one thousand people, I started to average about one thousand dollars permonth.WhenIgotmylisttotenthousandpeople,Iwasaveragingovertenthousanddollarspermonth!Andthosenumbershavestayedprettyconsistentnowthatwehavewelloverfivehundredthousandpeopleonthelists.

Yes,weaverageaboutonedollarpermonthforeachnameonouremaillists.Insomeofthemarketswe’rein,theprofitisactuallyalothigherthanthat.Butasaruleofthumb,when you follow the communication funnels you’ll learn in Section 2 correctly, youshould expect to see similar results. Once you understand that metric, suddenly listbuildingbecomesamuchhigherpriority!

That’swhyit’ssoimportanttoconverttheothertwotypesoftraffic(bothtrafficyoucontrolandtrafficyoudon’tcontrol)intosubscribersandbuyers(trafficthatyouown)asquicklyaspossible.Thebiggeryourlist,themoremoneyyoumake.

TRAFFICYOUCONTROLThenexttypeoftrafficistrafficyoucontrol.Youcontroltrafficwhenyouhavetheabilitytotellitwheretogo.Forexample,ifIpurchaseanadonGoogle,Idon’townthattraffic(Googledoes),butIcancontrolitbybuyinganadandthensendingthosewhoclickonthat ad anywhere I want. Any kind of paid traffic is traffic you control, including thefollowing:

Emailads(soloads,banners,links,mentions)

Pay-per-clickads(Facebook,Google,Yahoo,etc.)

Bannerads

Nativeads

Affiliatesandjointventures

Now,IpersonallyLOVEtrafficthatIcancontrol,butmybigproblemisthateverytimeIwantmoreof it, Ihave tospendmoremoney.Somygoal isalways tosendanytraffic that I amgoing to purchase over to a typeofwebsitewe call a “squeezepage.”(We’lldiscuss squeezepagesa lotmoreduringSecret#11:TheTwenty-ThreeBuildingBlocksofaFunnel.)

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Fig.5.2:Squeezepageshaveonegoal,andnodistractions.Thereisonlyonethingforthevisitortodoonthispage.

Thissqueezepage isaverysimplepagewithONEgoal: toconvert traffic thatyoucontrolintotrafficthatyouown.Isendallofmypaidtraffictoasqueezepage,andwhenthevisitorsgetthere,theyonlyhaveONEoption:givemeanemailaddressorleave.Nowacertainpercentageofpeoplewillleave,butthecoolthingisthatsomeofthosepeoplewillgiveyouapersonalemailaddress.Afterthat,thetrafficyoucontrolbecomestrafficthatyouown,andyoucanstartsendingthenewpotentialbuyerthroughyourSoapOperaSequences(Secret#7)andyourdailySeinfeldemails(Secret#8).

TRAFFICYOUDON’TCONTROLThis last typeof traffic just showsup,and Idon’thaveanycontroloverwhere it camefromorwhere it goes. For example, if someonementionsmybook onFacebook, theirfollowersmaysearchmynameinGoogle,andtheymaylandonsomerandompageinmyblog.Ididn’thavecontroloveranypartofthatsequenceofevents.TherearelotsoftypesoftrafficthatIdon’tcontrol,including:

Socialmedia(Facebook,Twitter,Instagram,Google+,LinkedIn,Pinterest,etc.)

Searchtraffic(searchengineoptimizationorSEO)

Guestblogtraffic

YouTube

Guestinterviews

Now,justliketrafficthatIcontrol,myONLYgoalwithtrafficthatIdon’tcontrolisalsototurnitintotrafficthatIown.Todothis,ItrytopushalltrafficthatIdon’tcontrol

backtomyblog.Ifyouvisitanyofmyblogs,you’llnoticethatthetopthirdofmyblogisnothingbutaglorifiedsqueezepage.Whenpeoplegothere,theonlyrealthingtheycandoisgivemetheiremailaddresses.Aftertheydothat,theybecometrafficthatIown,andIcanputthemintomycommunicationfunnels.

Fig.5.3:IturnmyblogpostsintomodifiedsqueezepagestoconvertasmuchtrafficaspossibleintotrafficIown.

MOVINGINTOYOURCOMMUNICATIONFUNNELUpNext:Nowthatyouunderstandwhereyoucanfindcongregationscomposedofdreamclientsandyouunderstandthatyourgoal is toconvert thosepeople into traffic thatyouown,thenextquestionis,Whatdoyoudowiththepotentialcustomersaftertheyjoinyouremaillist?

Section2ofthisbookwillshowyouhowwecommunicatewithouraudience.Itwilldetailwhatemailswesendoutandinwhatsequencewesendthem.ItwillshowyouhowtouseyouremaillistasatooltogetpeopletoascendyourValueLadder.Butbeforewegetintotheactualsequencesthatyou’llbesendingout(Secret#7and#8),youfirsthavetounderstandtheAttractiveCharacter.

SECTIONTWO:YOURCOMMUNICATIONFUNNEL

SECRET#6:

THEATTRACTIVECHARACTER

HeyRussell,I’mbuildingalist,butnobody’sopeningmyemails.Nobody’sclickingonmylinks.Nobody’sbuyingwhatI’mtryingtosell.WhatamIdoingwrong?!”

PeoplewhostartedmyDotComSecretscourseusedtoexpressthissamethoughtallthetime.Businessownersoftengetbehindtheideathattheyshouldbeaveragingadollarpermonth for every person on their list. So, they focus on growing their lists, yet feelstuckandfrustratedwhentheydon’tseeresults.Canyourelatetothatatall?

Inmyexperience, themissing link is thisconceptof theAttractiveCharacter (AC).It’saboutthepersonayou’resharingwithyouraudienceandhowyoucommunicatewithyour list. Most people either don’t bother to create this character, or they don’t do itcorrectly.So,Iwanttoexplaintheprocesstoyounow.It’soneofthemostimportantstepsyoucantakewhenitcomestomakingsales.OnceyouintentionallycreateyourAC,yourbusinesswillchangeforever.

AnAttractiveCharacterisnotsomeonewhoisextraordinarilygoodlooking,althoughtheymightbe.WhatI’mtalkingabouthereisapersonathatattractsclientsorcustomersand helps you build your following to eventually make sales. An Attractive Characterallows you to build a platform anywhere you want, whether on email, Facebook, orYouTube.Itdoesn’tmatterwhereyoushowup;yourACwilldrawpeopletoyou.

ThefirsttimeIlearnedaboutpersonasandcharacters,Iwasatamarketingseminar

andheardJohnAlanisspeak.Ifyoulookuphisname,you’llfindheteachesmenhowtogetwomen toapproach them. Inotherwords,he teachesguyshow topickupchicks. Iremember he explained how the concept of attracting women was very similar toattracting customers andmaking sales. If a guywants awoman to be attracted to him,therearecertainthingsheneedstodo.Andtheyarethesamethingsyouneedtodoifyouwantclientsandcustomerstobeattractedtoyouinyourbusiness.HesaidentrepreneursneedtocreateanAttractiveCharacter.ThiswasthefirsttimeIhadeverheardanyonetalkaboutthisidea.Ilistenedtohimtalkforanhour,anditmadeahugeimpactonmeandmycompany.

Thinkaboutanybusiness—onlineoroffline.MostsuccessfuloneshaveanAttractiveCharacterfrontandcenter.TakeSubway,forexample.SubwayusedtobejustanotherfastfoodrestaurantlikeMcDonald’s,BurgerKing,andalltherest.Thensomewherealongtheline,thecompanyfoundthisguynamedJared.Hewasabigguywhoweighedoverfourhundredpounds.However,hestartedeatingnothingbutSubwaytwiceaday,andoverthecourseofacoupleofyears,helostatonofweight.SubwaysharedJared’sstorywiththeworld.Theyputhim in commercials, onbillboards, everywhere.Bymaking Jared theirAttractive Character, Subway transformed its business from an average fast foodrestaurant toaweight-lossplan.Thisnew tacticcompletelyset thecompanyapart fromthe competition. One of the reasons that Subway does so well is because it focusesmarketingtacticsaroundanAttractiveCharacter.PeopletryingtoloseweightcanrelatetoJared.Theyunderstandhisbackstory,andtheywanttobelikehim.Ifthisguycouldloseall thatweightjustbyeatingSubwaytwiceaday, thentheycantoo.ThissameguyhasbeenbringinginbusinessforSubwayforoverfifteenyears!

Nowthinkaboutyour favoritemovies.Whatwas the lastmovieyousaw?Didyouseeitbecauseyouthoughtthestorylinewasintriguing?Ordidyougobecauseoneofyourfavoriteactorsoractresseswasinit?MoviesuseAttractiveCharactersbecausethoseACsbring in the customers. A great example of that concept is the movieOcean’s Eleven.WhenIsawthe lineupfor thatmovie,Ihadnodoubt itwouldbesuccessful.Producersbrought in eleven Attractive Characters, actors who viewers already loved, put themtogetherinamovie,andBoom!Instanthit.Maybeyou’renotabigBradPittfan,butyouloveeverythingJuliaRobertsdoes.So,yougoseethemoviebecausesheistheAttractiveCharacteryourelateto.

Thisiswhysequelsandfranchisesworksowell,generationaftergeneration.Ifyouloved Harrison Ford as Han Solo in 1977, you probably paid to see all the Star WarssequelsandRaidersoftheLostArk,too.Andguesswhat?Nearlyfortyyearslater,guesswho’sshowingupagaintobringyoualittlemoreHanSolo?It’samazingtothinkthatonemediocremoviecreatedoveragenerationagocanstillpackthetheatersandsellticketsbythemillions.That’sthepowerofAttractiveCharacters.Welovethem.Wewanttobelikethem.Werelatetotheirstories.Andwebuywhatthey’reselling!

Thisisoneofthebigsecretsbehindthemostsuccessfulonlinebusinessesinthemostcompetitive markets, like weight-loss, dating, financial investing, supplements, andecommerce.AllthesetypesofbusinessescanuseanAttractiveCharacter.

I started noticing how this works in my own business when I started speaking atseminars and sellingproducts from the stage.The first few times I spoke, Iwas still inschoolatBoiseStateUniversity.Iwasastudentathleteinthewrestlingprogram,andthatinformationwouldcomeoutwhenItoldmystoryfromthestage.ItalkedaboutwrestlingandcoachesandlessonsI’dlearnedfromthesport.Whenitwastimetosellattheendofthepresentation,Inoticedthatthepeoplewhocametothebacktobuymyproductweremostlymaleathletes.Theywouldsay,“Hey,man,Iplayedfootballincollege.”Or,“Hey,I’m a lacrosse player.” I didn’t realize it at the time, but my story was promoting anAttractiveCharacterthatothermaleathletescouldrelateto.Interesting.

Afewyearslater,mywifeandIweretryingtostartafamily.Likesomanycouplesthesedays,wehadsome troublegettingpregnant.Wewent througha longprocess,butafter a fewmonths with a fertility doctor, we ended up getting pregnant with twins. Irememberspeakingataseminar,andforsomereason,IfeltlikeIshouldtellthatstory.Iwas kind of nervous because I didn’t usually share intimate, personal stories. But forwhatever reason, I did share that story with the audience and tied it back to mypresentation.ThenIwentthroughmysalescloseasusual.

WhenIlookedtothebackoftheroom,somethingweirdhappened.Theathleteswerestill there, but now therewerewives,mothers, and families buyingmyproducts, too. Ithought,Howinteresting!Isharedsomethingaboutmyfamily,andsuddenlythere’sanewsegmentoftheaudienceattractedtothatpartofmypersona.Thisnewaudiencesegmentsuddenlyfelttheycouldrelatetome,sotheyhadenoughtrusttopurchasefromme.Thathadneverhappenedbefore.

I remember another time when my company was launching a product calledMicroContinuity.Beforewereleasedtheproduct,wehaddoneafewworkshopsteachingthe system to people. One student, Joy Anderson, launched a very successfulMicroContinuityprogram,whichisstillsuccessfultoday.Whenitcametimetolaunchtheproduct,IdecidedIwastiredoftellingmystory,soIdecidedtotellJoy’sstoryinstead.So,welaunchedtheproductandsoldovereight thousandunits,grossingoveramilliondollarsinsalesinjusttwoweeks.Afewmonthslater,wehadaworkshopforpeoplewhohadboughttheprogram.IrememberbeingamazedasIlookedoutovertheaudienceandsawafifty/fiftysplitofmenandwomen.Typically,myworkshopsareabout90%men,butthisonewastotallydifferent.Attheend,wesurveyedtheattendeestofindoutwhytheyhadcometotheworkshop.Almostwithoutexception,allthewomensaid,“IwanttobeJoyAnderson.”

Ikept seeingexamplesof this trend; thepeoplewho related tomystorieswere theoneswhoboughtmyproducts.So,afewyearsago,IstartedteachingthisconceptoftheAttractiveCharacter. The studentswho implementedwhat I’m about to teach you heretotally transformed their businesses. All of the major success stories from any of ourcoachingprogramsgotresultsbybuildinghugebrandsandplatformsaroundanAttractiveCharacter.

Thisconceptcanmeanthedifferencebetweenmakingonethousanddollarsamonthandmakingonehundredthousandamonth.Howattractiveareyou?Howinterestingare

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you?WhywouldsomeonetuneintowatchaTVspecialaboutyourstory?Youmightbethinking,ButI’mnotthatinteresting.IpromisethatIdidn’tfeelveryinterestingwhenIfirst started out either. But if you find ways to share your backstory, you canmake itcompelling,andpeoplewillfollowyoubecauseofapersonalconnection.

TherearethreecomponentstocreatinganAttractiveCharacter:

Elements

Identity

Storylines

You need each of these components to round out a character people will like andfollow. In the upcoming chapters, we will discuss how to introduce the facets of yourAttractiveCharactertoyouraudience,butfornow,youneedtofocusonbuildingoutyourownAttractiveCharacter profile.We’regoing togo through that process indetail rightnow.

THEFOURELEMENTSOFTHEATTRACTIVECHARACTER1.Backstory. Every goodAttractiveCharacter has to have a backstory. It’s essential ifyouwantresults.IfyouturnedontheTVandsawJaredsittingthereeatingasub,whatwouldyourreactionbe?You’dprobablythinksomethinglike,Who’sthatannoyingskinnyguy just sitting there eating subs all day? Without knowing his backstory of amazingweightloss,youwouldbeunabletorelatetohim.He’djustbeadudeeatingsubs.

But ifyouseeJared’sbackstory—picturesofhimat425poundsand190pounds—andthenseehimeatingsubs,it’sawholedifferentstory.Youmightthink,I’mjustlikehewas.Ifhecanloseallthatweightjustbyeatingsubs,maybeIcantoo.Iwanttobewhereheis.Doyouseethedifferenceinapotentialcustomer’sreaction?

Youshareyourbackstorybecauseyouwantpeople toseewhereyoucamefrom.Iftheycanrelatetowhereyoucamefrom,thentheywillwanttofollowyoutowhereyouarenow.Iftheydon’tseethebackstory,potentialcustomerswon’tfollowyouorlistentoyou.You’llseemuntouchable;youwon’tseemrealtothem.However,iftheyseethatyouwereonceinasimilarsituation,thentheyinstantlyidentifywithyouandwillfollowyou.Your story has provided a hook. You can then lay out the path, and theywill want tofollowthatpath.

Thekeyisthatthestoryhastorelatetotheproductyou’resellingsomehow.Ifyou’reselling aweight-loss product, youwant to talk about aweight-loss backstory. If you’resellinginvestingadvice,youwantafinancialbackstory.Doesthatmakesense?

Now,ifyoudon’thaveabackstorythatrelatestoyourproduct,that’sokay.Youcanfindsomeoneelse’sbackstoryandusethatinstead.ThisiswhatIdidwhenIsharedJoyAnderson’s story and suddenly became attractive to female buyers.Your students, yourcasestudies,yoursuccessfulclients—thoseareallresourcesforrelatablebackstoriesandAttractiveCharacters. The owner of Subwaywasn’t the guy on TV eating subs all the

time, right? Itwas Jared.Hewas the chain’s success story, so he became itsAttractiveCharacter.YourAttractiveCharacterdoesnothavetobeyou,butabackstoryisessential.

2. Attractive Characters Speak in Parables. Parables are little stories, easy toremember, that illustratea relevantpoint. Ifyou’vebeen followingme for awhile,youknowItelllotsofstories,orparables.

Forexample,whenItaughtmyExpertSecretscourse,Ineededawaytoshowpeoplethat they canmakemoneywith any of their talents or skills. So I shared the story, orparable,about thefirstproduct Icreated:aDVDabouthowtomakepotatoguns.Now,thereisalottothatstorythatIwon’tcoverhereinthisbook,butitillustratesthefactthatyoucancreateandmakemoneysellingyourexperienceorexpertiseinalmostanything.

IhaveotherparablesthatIusetoteachthecoreprinciplesthatIwantandneedmycustomerstounderstand.Thinkaboutotherteachersyou’vehadinthepast,thosewhohada great impact on your life.My guess is that if they had a lasting impact on you, it’sbecausetheytaughtyoubyusingamusingandmemorablestories.

AparableisastoryaboutsomethingthathappenedinyourAttractiveCharacter’slife.Mostpeopleletlifepassthemby,andtheydon’tstoptotakenoteoftheinterestingthingsthat happen to them. But you’re different. You have the ability to use the things thathappenthroughoutyourlifetoteachandinspireothers—aswellassellproducts.

Here is anotherexampleofaparable Iusealmost every time I sell something.Mycollegewrestlingcoach’snamewasMarkSchultz. Ihad justmoved into thedormsandgone tomy firstpracticewhere Ihadanawesome timemeetingmy teammatesand thecoaches.Thatnight,therewasaknockonmydoor.WhenIopenedit,therestoodCoachSchultz.Hehadbroughtmeavideotapeofhisownwrestlingfootage.Ithoughtthatwaspretty cool, but before he left, he askedme formywallet.When I gave it to him, heopenedit,tookallofmymoneyout,andhandedmebackanemptywallet.Iwaskindofconfused,but toonervous tosayanything.Hethentoldme,“Russell, if Igaveyouthattape for free, you’d never watch it. But because you’ve paid for it now, youmade aninvestment.NowIknowyou’regoing towatch itand learnfromit.”Andhewasright.Because I had made that investment, I did watch the tape over and over again, and Ibecameabetterwrestlerbecauseofit.That’sthedayIlearnedthepowerofinvestment.

Now, I share that parable almost anytime I’m going to ask somebody tomake aninvestmentwithme.Because I know the potential customerwants success, but I knowtheycan’thave itunless theymake that investment.Doyouseehowsharingaparable,liketheoneaboutCoachShultz,isMOREpowerfulthanjusttellingsomeoneheneedstomakeapersonalinvestment?

Lookthroughyourlife,andIpromisethatyou’llstartfindingtheselittleparablesthatcanhelpillustrateimportantpoints.Youcanalsodrawparablesfromthelivesofothers.Just know that when you stop teaching facts and start teaching through parables, yourmessageswillstaywithanaudiencelonger.

3.AttractiveCharactersShareTheirCharacterFlaws.Thisnextelement isonethatmostpeople reallystrugglewithsharing,but it’soneof themost importantones to

share because it makes you relatable and real. You need to understand that everybelievable, three-dimensionalAttractiveCharacter has flaws. Think about your favoritecharactersinmovies,books,orTVshows.Everycharacterthatyoubondwithemotionallyhasflaws,right?OneofmyfavoriteexamplesisSuperman.He’stheManofSteel.He’sinvincible. Nobody can kill him. As a storyline, it’s not very exciting. But when youintroduce Kryptonite and his concern for the welfare of his family, suddenly he hasvulnerabilitiesandflaws—hebecomesaninterestingcharacterthatpeoplecareabout.

Noonewantstohearabouttheperfectperson—becauseyoucan’trelate.Yetmostofus try toput on aperfect facade forour audiences, thereby alienating the realmenandwomen we are trying to reach. Conversely, as soon as the audience knows you’re notperfect,thatyouhavecharacterflaws,thentheywillstarttoempathizewithyou.They’lllikeyoumorebecauseyouarelikethem:notperfect.

4.AttractiveCharactersHarnessthePowerofPolarity.Anotherchallengepeoplefacewhencommunicatingwithanaudienceistryingnottooffendanyone.So,insteadofbeing a relatable person, speakers become bland and stay neutral onmany topics, onlysharingsafethingseveryonewilllove.

Here’s the problem. While that sounds like the logical thing to do— appeasingeveryone—theproblemisthatbeingneutralisboring.WhenanAttractiveCharactertriestowinthevotesofeveryone,theyendupreachingnoone.

Instead,AttractiveCharactersaretypicallyverypolarizing.Theysharetheiropinionsonhardmatters,andtheysticktotheirguns—nomatterhowmanypeopledisagreewiththem.Theydrawalineinthesand.Andwhentheytakeastandforwhattheybelievein,they split the audience into three camps: those who agree with them, those who areneutral,andthosewhowilldisagreewiththem.Asyoustarttocreatethatpolarization,itwillchangeyour“fairweatherfans”intodiehardfanswhowillfollowwhatyousay,shareyourmessage,andbuyfromyouoverandoveragain.

One of the best examples of this concept is Howard Stern. He’s very polarizing.Peopleeitherlovehimortheyhatehim.Yet,asyoucanseefromhisfollowingonSiriusradioandhisroleonAmerica’sGotTalent,peoplearelistening.Thinkaboutthepodcastsyoulistento.Thinkabouttheblogsandbooksyouread.DotheAttractiveCharactersyouhavebondedwithandfollowhaveapolarizingeffectonyou?Aretherepeopleyoustillfollow and listen to—even though you can’t stand them or their messages? It’s veryinterestingthatwewillspendasmuchtimelisteningto,talkingabout,andsharingthingsfrompeoplethatwedespiseaswedotreasuringthewisdomfromourfavoritepeople.Yet,ifanyofthosecharactersweren’tsopolarizing,chancesareyouwouldn’tevenknowwhotheywere.

Beingpolarizingiskindofscarysometimes.It isscaryknowingthatonceyoustartsharingyouropinions,therewillprobablybeagroupofpeoplewhodisagreewithyouandwillvoicetheiropinionsonline.Ifyousearchformeonline,you’regoingtofindoutthereare people who love me and people who hate me. That’s just the way it is. If you’reneutral,noonewillhateyou,butnoonewillknowwhoyouareeither.Assoonasyoustart taking sides on important issues, you’ll develop haters, but you’ll also develop a

groupof raving fans.Those raving fansare thepeoplewhowillbuyyourproductsandservices.

Ifnobody’stalkingaboutyou,thennobodyknowswhoyouare.It’stimetostepoutofthatneutralspaceandstartsharingyouropinions.Bringthethingsyoucareaboutintotheopen.

IDENTITYOFANATTRACTIVECHARACTERYourAttractiveCharacterwill typically takeononeof thefollowing typesof identities.Yougettopickwhichoneyouwanttobe,andoncewegooverthechoices,therightonewillprobably jumpoutatyou.Whenyougetyour identity together, it’sgoing to shapehowyoucommunicateandinteractwithyouraudience.

TheLeader:Theidentityoftheleaderisusuallyassumedbypeoplewhosegoalistoleadtheiraudiencesfromoneplacetoanother.Most leadershaveasimilarbackstorytothatoftheiraudiencesand,therefore,knowthehurdlesandpitfallstheaudiencememberswill likely face on the journey to get ultimate results. Usually the desired result hasalreadybeenachievedbytheleader,andhisaudiencehascomelookingforhelpalongthatsamepath.Iamsurethatthereareleadersyoufollowindifferentaspectsofyourlife,andthismaybetherolethatwillbethemostcomfortableforyouwhencommunicatingwithyouraudience.

The Adventurer or Crusader: The adventurer is usually someone who is verycurious, but he doesn’t always have all of the answers. So he sets out on a journey todiscover the ultimate truth.He brings back treasures from his journey and shares themwith his audience. This identity is very similar to the leader, but instead of leading hisaudienceonajourneytofindtheresult,heismorelikelytobringbacktheanswerstogivethem.

TheReporterorEvangelist: This identity is often one that people usewhen theyhavenotyetblazedatrailtosharewithanaudience,buthaveadesireto.Sotheyputonthehatofthereporterorevangelistandgoouttodiscoverthetruth.Typically,peoplewhousethisidentityinterviewdozens,hundreds,oreventhousandsofpeopleandsharethoseinterviews,andallthey’velearnedalongtheway,withtheiraudience.

This is the identity I usedwhen I got started. I didn’t know a lot aboutmarketingonlinemyself,soIstartedinterviewingpeople.Ibecameareporter,justlikeLarryKingorOprah.BecauseIstarted interviewingall thesecoolpeopleandsharing theirstoriesandlessons,Istartedbuildinganaudienceofmyown.Peoplekeptseeingmewiththeseotherhigh-profile people, and over time, I became associatedwith them.My statuswent upbecause I was constantly in the company of high-status people. The knowledge andcredibility I gained from being a reporter naturally evolved into my coaching career.Becominga reporter isagreatway to startabusiness inanicheyoudon’tknowmuchabout.

TheReluctantHero:Thisismypersonalidentitynow,andtypicallytheonethatI

try to share with my audiences. This is the humble hero who doesn’t really want thespotlight or any fuss made over his discoveries. But he knows the information or thesecretshehasaresoimportantthathemustovercomehisshynessandsharethemwiththeworld.There’samoraldutythatcompelshimtoshareallheknows.Manyofyoumayfeelthiswaynaturally.Thespotlightisuncomfortable,butyouknowyouneedtobethere.Ifthat’syou,thereluctantheroistheperfectidentityforyou.Playthepart.

Leader, adventurer, reporter, or reluctant hero:You probably identify stronglywithone of these four archetypes. Determine which type is a good fit and build out yourAttractiveCharacterusingthetraitsforthatidentity.Ifyou’reanadventurer,tellstoriesofadventure. If you’re a leader, tell stories about where you’ve been and where you aregoing.Ifyou’vechosentherightidentityforyou,itshouldbefairlyeasytotakeonthatrole.Ifyou’restrugglingtocreateyourAC,perhapsyoushouldtakeanotherlookatyouridentity.

ATTRACTIVECHARACTERSTORYLINESStories are a great way to communicate with your audience. And there are six basicstorylines thatbusinessesuseoverandoveragaininemails,sales letters, landingpages,and other communications.We use them because theywork. Each one is crafted for aspecificpurpose.Onceyoulearnhowtoutilizethesestorylines,youwillseeforyourselfhowpowerfultheyareandwanttousethemoverandoverindifferentways.Let’sgooverthebasicplotstructureofeachone.

LossandRedemption:“Ihadeverything.Iwasontopoftheworld.Lifewasgreat.Then___________happened.Ihadtofiguremywayoutof________________.But itturned out to be a blessing in disguise because I went through __________, and Ilearned/received___________.NowI___________.”

Lossandredemptionstoriesareverypowerfulbecausetheyshowtheupsideofgoingthroughhardshipormeetingchallenges.Ifyouhaveyourownlossandredemptionstory,great! If not, you can always borrowone fromone of your followers or even from themainstreammediaoramovieyoulike.

Us vs. Them: You want to use us vs. them stories to polarize your audience.Rememberthepowerofpolarity?Usingthesetypesofstorieswilldrawyourravingfansevencloserandgivethemarallyingcryagainsttheoutsiders.Ioftencalloutthe“talkersvs.thedo-ers”onmylist.Iwantpeopletomakeachoiceaboutwhotheyare,becauseifthey’rewithme,thentheywillbedo-ers,continuingtoascendwithme.

BeforeandAfter:“FirstIwas______________.NowI’m___________.”

Thesearestoriesoftransformation,andtheyworkgreatinanymarket.Forexample,intheweight-lossmarket,youmightsay,“FirstIwasfat.ThenItriedProgramX.NowI’mskinny.”Or,trythiswiththedatingmarket:“FirstIwaslonelyandunattractive.ThenI got Program Y. Now, I’ve got chicks all over me.” Here is a transformation for themaking-moneymarket:“FirstIwasdirtpoor,livinginaboxunderabridge.ThenItried

ProductZ.Now,IhaveamansioninBeverlyHills.”

Thesestoriesareprettyself-explanatoryandsimpletowrite.Infact,youcanoftentellthewholestorywithjustpictures.Butdon’tletthesimplicityfoolyou.Thesestoriesarepowerfulmotivators,andyoushouldusethemoften.

AmazingDiscovery:“Ohmygosh,youguys…waittilyouhearaboutthisamazingnewthingIjustdiscovered!You’renotgoingtobelieveit,butIhititoutoftheparkonmyfirst try! Iwasn’t sure itwouldwork,but it’samazing.You’vegot to try it!”Thesestories are huge for sellingwebinars and teleseminars because theyhelppeople believethattheanswertheyhavebeensearchingforisfinallyavailabletothem.

SecretTelling:“I’vegotasecret…ifyouwanttofindoutwhatitis,youneedtodo___________.”Thisismyfavoritetypeofstoryline.Mywholecompany,DotComSecrets,isbuiltaround“secret” storylines.The lureof secretsdraws the reader intoyour funnelandupyourValueLadder.

Third-PersonTestimonial:Sharingotherpeople’ssuccesseswithyourproductsandprogramsprovidespowerfulsocialproof.Getasmanythird-persontestimonialsfromyourcustomers,clients,andstudentsasyoucan.Thensprinklethemliberallythroughoutyourstories.Orusethemasstand-alonestoriesandcasestudies.

Let’sReview:It’stimetogetstartedcreatingyourAttractiveCharacter.WhenIsay“create,”Idon’tmean“makeitup.”Imeantozeroinonastoryandpersonalityyouoroneofyourclientshas.It’sreal.Startassemblingyouridentity,yourstories,yourflaws,andyourlineinthesand.Mostentrepreneursneverthinkaboutthisvitalcommunicationtool.Andeveniftheydo,theydon’tputinthetimeandefforttodoagoodjobcreatingabelievable persona.Like I said before, creating yourAttractiveCharacter canmean thedifferencebetweenmakingonethousanddollarsamonthandonehundredthousand.

UpNext:NowthatyouunderstandthestrategybehindtheAttractiveCharacter,let’sshiftthefocusbacktohowwecanusethistooltocommunicatewithyouraudienceandhelpthemtoascendyourValueLaddernaturally.

SECRET#7:

THESOAPOPERASEQUENCE

When somebody joins your list for the first time, it’s essential that youquickly build abondbetween themand theAttractiveCharacter.Thewayyou introduceyourcharactercanmeanthedifferencebetweenasubscriberopeningyouremailsconsistentlyorhittingthedeletekey.ForyearsItrieddozensofwaystobuildaquickrelationshipwithpeopleaftertheyjoinedmylist,butIalwaysstruggleduntilIlearnedaconceptcalledtheSoapOperaSequencefromoneofmyfriends,AndreChaperon.

Ifyou’veneverwatcheda soapoperabefore, the stories relyonopen-ended,high-dramaepisodesthathooktheviewersinandkeepthemcomingbackeverysingledaytofindoutwhathappensnext.Theprogramsarecontinuousnarrativesthatneverconclude.Thecharacters arealwayseithergetting into troubleorgettingoutof trouble, falling inloveorbreakingup,headingtojailorescaping,dyingormagicallyre-appearing.Ifyourelate to thecharacters,youcan’thelpbutgetsucked into thedramaandwant toknowwhat’scomingnext.

We’regoingtousethesamestorystructureandelementstocreateyouropeningemailsequence.ThegoalistocreateaninstantbondbetweenyourAttractiveCharacterandthepersonreadingtheemail.Ifyourfirstemailisboring,you’redone.Theyprobablywon’topenthenextone.Butifyougivethemsomethinginterestingandhookthemwithanopenstorylineinthefirstemail,thentheywilllookforwardtothenextone,andthenext,andthenext.

In yourSoapOperaSequence, you’re going to introduce yourAttractiveCharacterand build up an open-ended dramatic story that draws the reader in. There are a fewdifferentwaysyoucandothis.Forexample,I’veseensequencesthatAndrehasbuiltoutthathavefortyorfiftyemails!I’veneverhadthetimeorpatiencetobeabletodothat,soinsteadIbuiltoutasimple,five-daySoapOperaSequencethatIsendoutwhensomeonejoinsmylist.Thekeytomakingthissequencework(justlikeasoapopera)isyouhavetoopenandcloseloopsthatwilldragyourreaderfromoneemailtothenext.

Forexample,ImaytellreadersinthefirstemailthatIdiscoveredthesecrettogettingridof theirnervepainforeverwithoutexpensivepainmedicationsorsideeffects…butinsteadoftellingthemallthedetails,ImerelyopenthatloopandtellthemI’llgivethemthesecrettomorrow.Then,inthesecondemail,Iwillgivethemthesecret,butthenIopenanewloopthatpullsthemintoemailnumberthree.

I’m sure you’ve seen directors do this on soap operas or reality shows. The tacticpullsyoufromcommercialbreaktocommercialbreak,fromepisodetoepisode.YouseeiteverydayonTV;nowit’syourturntobecomeamasteratitwithemail.

Letmewalkyouthroughthefive-emailSoapOperaSequencethatreadersgetwhenthey join my lists. It’s simple, and it works to build a relationship with the AttractiveCharacter fast. In this example, someone just joinedmy list by filling out a form on asqueezepagerequestingmoreinformationaboutbecomingan“Expert,”andtheproductI’mgoingtobesellingtheminthisseriesiscalled“ExpertSecrets.”

Email#1:SettheStage.Thisisthefirstemail,athankyounote,thatpeoplereceivetheminute they sign up for your list. It sets the stage for the emails to come and letspeopleknowwhattoexpect.Areyougoingtoemailthemonceaday,twiceaday,oronceaweek?Forthisfirstsequence,Irecommendonceadayforthebestresults.

Here’sanExample:

Subject:[DCS]Ch.1of5

Body:Hey,thisisRussell,andIwantto“officially”welcomeyoutomyworld.

Abouttenyearsago,IstartedmyfirstonlinebusinesswhileIwasincollege(sellingpotatogunDVDs),andthislittlehobbybecamemyobsession.

I started selling all sorts of things online and have become a student ofmarketing.

MyotherbusinessesarewhereItestandtrystuffout…

DotComSecretsiswhereIsharewhatI’velearned.

MygoalisalwaystogiveawaybetterstuffforFREEthanwhatotherpeoplechargefor.

Infact,tomorrowI’mgonnadojustthat.Yes,I’mgoingtoletyougothroughoneofmyBESTproducts for free—and thenONLYpayme ifyou think it’sworthit…BUTonlyifyouopentheemailwhenitcomes…

Yes,youheardmeright…

Iwantourrelationshiptostartoutgreat…

So, I’mgoing toWOWyouwithSOmuchvalue thatyou’ll feelobligated tobuystufffrommeinthefuture(justkidding…kinda).

Soundgood?

Cool,thenlookforthatemailtomorrow.

Thanks,

Russell“YourNewMarketingBuddy”Brunson

P.S.Thesubjectlineis“[DCS]Ch.2of5:Thedaymyeducationfailedme”—solookforit!

Email#2:OpenwithHighDrama.Okay, ifyoudidagoodjobopeninga loopinemailnumberone,thenthereaderwillbeanxiouslywaitingforyournextemailtocomein.Forme,thisiswherethestory“selling”processbegins.IlearnedfromDaeganSmiththat you ALWAYS start any good story at the point of high drama. Most peoplemistakenlystarttheirstoriesatthebeginning,butusuallystoriesdon’tgetgooduntilthemiddle, so it’s better to start at thegoodpart, and thenyou cangoback and fill in thebackstoryafterreadersarehooked.

Backstory.Onceyouhavetheirattentionwithemotionaldrama,you’regoingtogoback and tell them the backstory. Tell them the events that led up to the high-dramamoment.Howintheworlddidyougetyourselfintosuchapredicament?Typically,yourbackstoryisgoingtotakeyoubacktoasimilarspotthereadersmaybeinnow.Ifyou’rehelpingthemtoloseweight,youtakethembacktowhenyouwereoverweight.Ifyou’reteachingthemfinances,takethembacktoatimebeforeyouweresuccessful.Youwanttobringthemonapersonaljourneywithyou.

Thisbackstorywillleaduptoaspotwhereyougotstuckandhitawall.Usuallythisiswherethereadersareintheirlivesrightnow.Theyarestuck,andthatiswhytheyareopen to your answers. You explain to them how you hit that wall and then found theanswer.Butdon’tgivethemtheansweryet.Justopentheloop,andpromisetocloseitinemailnumberthree.

Here’sanExample:

Subject:[DCS]Ch.2of5:Thedaymyeducationfailedme.

Body:“HowdidIgethere?”

I sat in the middle of a full auditorium, feeling a little confused that aftereverything,itwouldallendhere…likethis.

Ihadbeenblindlyfollowingthestatusquoforfifteenyears,movingtowardsonegoal,onlytofindoutthewholethingwasalie…

Ilookedtomyleft…andIlookedtomyright…andIsawhundredsofothers

inthesamesituationasme.OnlyTHEYhadsmilesontheirfaces.

Didn’ttheyknowwhatwasabouttohappentous?

ItwasSaturday,May14th,2005.

ItwasthedayIwasfinallygraduatingfromcollege,thedaymyparentshadtoldmeaboutforyears.

“Youneedtogetacollegeeducationsoyoucangetagoodjob.”

Sure,tonighttherewouldbealotofcelebrating…

Butwhataboutthenextmorning?

That’swhenweallhadachancetomeetthe“RealWorld.”

Andaswequicklyfoundout,it’snotveryniceorforgiving.

Formostofthepeoplewhograduatedwithme,IFtheywereabletofindjobs,theyweregoingintoentry-leveljobsmakingthirtytofortythousanddollarsayear…

Barelyenoughtocoverthemonthlypaymentsfortheirstudentloans.

Loans which, by the way, are non-dismissible … EVEN if you declarebankruptcy.

Thechainsofdebtandajobmarketthatcan’tpayenoughtocoverthecostsofoureducation iswhatweeach inheritedwhenwestepped into the“RealWorld.”

So,whenIlookedaroundandsawthemallsmilingongraduationday,atfirstIwasconfused…

Notforme,butforthem…

Becauseforme,Iknewwhatmynextstepwas.Justtwoyearsearlier,IhadstumbledonacoolwaytotakethethingsIwasgoodat inmylifeandturnthosethingsintoabusiness.

This was a business that had made me two hundred and fifty thousanddollars my senior year in college and would go on to make me over aMILLIONdollarswithinjustoneyearofgraduation.Would you like to knowwhat I foundout?Are you interested in how Iwasabletogetmyideaupandrunningwithliterallynomoney,whileIwasgoingtoschool,wrestling,andspendingtimewithmynewwife?

If so, then look formyemail tomorrow. I’mgonnashowyou theepiphany Ihad, but more importantly, I’m going to explain how you can use it to getsimilarresultsinyourlife!

So, look for tomorrow’semail. Thesubject line is [DCS]Ch.3of 5:ExpertSecrets.

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Thanks,

Russell“WishIHadMyTuitionBack”Brunson

P.S.Ialmostforgot.ItoldyouyesterdaythatIwasgoingtoGIVEyoumybestproductforfree…

Youcangetithere(butpleasedon’tshareitwithanyoneelse)—thisisformyfaithfulsubscribersonly:

www.ExpertSecrets.com/freeaccess<=mybestproduct

This course has made more of my students independently wealthy thananythingwe’veeverdoneinthepast.Sogosignupforthetrainingnowandlet’sseewhereitcouldtakeyou!

Talktoyoutomorrow!

Email #3: Epiphany. Now it’s time to start bringing in the dawn. You have anepiphany.Yourealizesomethingyouhadn’tthoughtofbefore.Maybeit’ssomethingthatwasrightinfrontofyouthewholetime.It’sthemomentthateverythingturnedaroundforyou. By now the reader is so hooked in, theywant to know (and hopefully buy) yoursolution. Most of the time, your epiphany email will lead back to your core offer—whateveryou’resellingthatsolvestheproblem.

MyepiphanywasIneededtobuildalist,andthat’swhenIlearnedabout_________________.

Ihadtogetasupportsystemtohelpmegetovermyaddiction;that’swhenIfound_________________.

Ihadtoaddresstheemotionalrootsofovereating,andthat’swhenIdiscovered_________________.

The epiphany ties into the solution you’re selling. If you’re selling someone else’sproduct,it’senoughtosayyourepiphanyledtothediscoveryoftheproduct.

Here’sanExample:

Subject:[DCS]Ch.3of5:ExpertSecrets.

Body: I was sitting in my college classroom. doing the math and trying tofigureouthowmuchmycollegeprofessorwasmakingperhour.

Iassumedhewasmakingaboutfiftythousanddollarsperyear.(Myestimatemay have been low or high; I have no idea.) If he was working forty-hourweeks,thenhewasprobablymakingabouttwenty-fivedollarsanhour.

Ithenlookedata“howto”bookIhadboughtthenightbefore.Ihadpaidfiftydollarsforthebook,andIthoughtitwasawesome.

Iknewthepersonwhowrotethebookhadsaidthathesells,onaverage,onehundredcopiesofthatbookperday.Onehundredcopies!

Iwasdoingthemath,andatfiftydollarsperbook,hewasmakingaboutfive

thousanddollarsperday!Or$1,825,000peryear!

Butthecraziestpartistheguyonlyspentafewdayswritingthebook(itwas90%picturesandjust10%text),andwhenhewasdone,heNEVERhadtowrite it again. The book did the teaching for him!Hewas able to create itonceandthengetpaidforitoverandoveragain!

That’swhenIrealizedIdidn’twanttosellmyknowledgebythehourlikemyprofessorwasdoing…Iwantedtosellitlikethisauthor!

Andsothat’swhatIdid…

Andbymy senior year in college, I hadmadeabout twohundredand fiftythousanddollars!

Andwithinayearofgraduation,Ihadmadeoveramillion!

AndIdidthisallbyfocusingonONEthing…

Sellingmyknowledgetherightway!

WouldyouliketoknowhowIdidthat?

Ifso,IjustpostedavideoonlinethatwillshowyouhowItooktwentydollarsandasimpleideaandturneditintoamillion-dollar-a-year“how-to”business.

Ipostedthevideohere:www.ExpertSecrets.com/freeaccess

Gocheckitout,andletmeknowwhatyouthink.

Thanks,

RussellBrunson

P.S. Tomorrow I want to show you a few hidden benefits that being an“expert”willgiveyou,benefitsyouprobablydon’tevenknowexist.Lookforthatemailtomorrow!

Email#4:HiddenBenefits.Inthisemail,youwanttopointoutbenefitsthereaderisgettingbyknowingyouandfollowingyourplanorbyusingyourproduct.Youwant tofocusonbenefitsthatprobablyaren’tasobvious.Thisgivesyouanotherreasontoemailthem, and it gives the prospect another chance to build an even stronger bondwith theAttractive Character. This email will point out the hidden benefits they may not havethoughtaboutbefore.

Sure,you’regoingtomakemoremoney—butyoualsogetmorefreedomtotravel.

Sure, you’re going to loseweight—but you’ll also live long enough to enjoy yourgrandchildren.

Sure,you’regoingtobeabletoworkfromhome—butdidyourealizeyou’llbeabletotakevacationswheneveryouwant?

Often, it’s the hidden benefits that really grab the reader and move them to takeaction. So, youwant to come upwith parables (stories) that demonstrate those hidden

benefits.Showthemhowyoucantaketimeoffwheneveryouwant,andexplainhowthatmakesyou feel.When the reader thinks,Man, Iwant that formyself!That’swhen theyclickthelinkandbuyyourproducts.

Here’sanExample:

Subject:[DCS]Ch.4of5:TheHiddenBenefits.Body:When I first became an “Expert”, I was concerned because I didn’thaveanycredentials,degreesoranything…

IjustknewthatwhatIshowedpeopleworkedandIwantedtoshareit.

Butwhatcaughtmeoff-guardwashowhelpingpeoplegetwhattheywantinlifeactuallychangedthequalityofmyownlife.

Sure,Istartedtomakealotofmoney,BUT…moreimportantly,eachpersonI helped openedup newdoors forme. Throughmy “Expert” business, I’vebeenabletotravelaroundtheworldandmeetcoolpeoplelikeTonyRobbinsandRichardBranson…

But the REAL hidden benefit has been the fulfillment I get when I seesomeoneelsechangehisorherlife.Andthat iswhatthisbusinessreally isaboutforme,I’mguessingifyou’rehere,thenit’sprobablythesamethingforyoutoo—amIright?

If so, then you NEED to signup for my Expert Secrets course. Normally Icharge$3,000toattend,butIamgoingtodotwocoolthingsforyou:

I’mgivingyouaHUGE90%discount

You’reONLYgonnapayifyoulikeit!

Yes,that’sright—yougettocomesignup,attend,getallofmybest ideas—andthenIF(andonlyif)youloveit,willyoupay.

Andifyoudon’tlikeitforanyreason—thenyou’regettingitforfree.

Doesthatsoundmorethanfair?

Cool—then go get your ticket for our upcoming event (it’s happening thisThursday)here:

www.ExpertSecrets.com/freeaccess

Thanks,

RussellBrunson

Email #5: Urgency and CTA. This is usually the last email in my Soap OperaSequence.It’sNOTthelastemailIsendpeople,it’sjusttheendofmyintroduction.Thegoalistogivethereaderonelastpushtogotakeactionrightnow.Youdothatbyaddingurgencyintotheequationandthenusingacalltoaction(CTA).Uptonow,you’vebeencasuallyusingCTAs,but in this last email,youwant to light a little fireunder readers.Whatlegitimatereasonscanyoucomeupwiththatwouldmakethemneedtotakeaction

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rightaway?

Yourwebinarstartstomorrow.

Youonlyhavetenseatsleftatyourevent.

Youonlyorderedonethousandbooks,andmostofthemaregone.

You’repullingthevideooffline.

Whatever the reason, it needs to be real. Fake urgency will backfire on you, andyou’ll lose all credibility. Just think of a reasonwhy youmight “run out” ofwhateveryou’reselling. If it’sanevergreenproduct, thencreatea special sale thatendssoon.Orgivereadersacouponthatexpiresintwenty-fourhours.Becreative!There’salwayssomewaytocreaterealurgency.

Here’sanExample:

Subject:[DCS]Ch.5of5:LastCall.

Body:I’vebeentalkingaboutmy“ExpertSecrets”classthisweek,andhowyoucangetaticketforfree…

ButthatspecialofferisgoingawayTODAY…

Yes,ifyoureadthisemailtomorrow,thenIapologize,becauseitwillbetoolate.Ifyoutakethisclasslater,you’llhavetopay

ATLEAST$300,butImightputitbacktoitsfullticketpriceof$3,000bythenaswell(haven’tdecidedyet).

But—if you want to take me up on my “try before you buy” offer, and gothroughtheentire51/4hourtrainingBEFOREyouspendadime…

ThengogetyourticketASAPhere:www.ExpertSecrets.com/freeaccess

You’vebeenwarned-Idon’twantanyemailstomorrowsayingIdidn’twarnyou.

So,gogetyourticket,andI’llseeyouonthetraining.

Thanks,

RussellBrunson

THAT’SHOWTHESOAPOPERASEQUENCEWORKS:Email#1pullsthereadertoEmail#2…

Email#2pullsthereadertoEmail#3…

Andsoon.

The emails themselves shouldbe easy to read and fast to scan.So, useoneor twosentences per line. Add in lots of white space. Do not use long paragraphs that slow

peopledown.Iliketowriteoutthebasicstructureelementsfirst.ThenIfillinthejuicydetailsandemotionalhooks.

Youprobablynoticedacoupleofotherthingsintheexampleemails.First,Iuseloadsofpersonality.Thisisthereader’sintroductiontomyAttractiveCharacter;Iwantpeopletobondwithmeandbeentertained.Idon’ttrytohidewhoIam.Andalongthosesamelines,youmayhavenoticedsomegrammaticalerrors.Whydidn’tIfixthem?Remember,yourAttractiveCharacterneedsflawssopeoplecanrelate.Thatgoesforyouremails,too.I’mnot tellingyoutoputerrors inonpurpose,but if theyhappen,don’t freakout.Andpleasedon’tletfearofmakingamistakekeepyoufromsendingouttheemailsatall.

If you follow the SoapOpera Sequence style, you’re going to be amazed by howmuchmore successfulyouare—earlyonandas longasyoucontinue to sendemails toyourlist.Tomakeiteasyforyoutogetthehangofthis,I’vecreatedaspecialSoapOperaEmailTemplateyoucandownloadanduseoverandoveragain.Byusingthis template,you’llneverforgetanyofthemajorelements,andyou’llsaveatonoftimewhenwritingemails.

Todownload:Gotowww.DotComSecretsBook.com/resources/soaptemplates

UpNext:So,you’vegotyourSoapOperaSequencesetup.Nowwhat?HowshouldyourAttractiveCharactercommunicatewithyourlistgoingforward?

I’mgladyouasked!You’regoingtousewhatIcallSeinfeldemails.That’sthenextsecret!

SECRET#8:

DAILYSEINFELDSEQUENCE

RUSSELL(anNBCexecutive):So,whathaveyoutwocomeupwith?

JERRY:Well,we’vethoughtaboutthisinavarietyofways.ButthebasicideaisIwillplaymyself.

GEORGE:(Interrupting)MayI?

JERRY:Goahead.

GEORGE:IthinkIcansumuptheshowforyouwithoneword:NOTHING.

RUSSELL:Nothing?

GEORGE:(Smiling)Nothing.

RUSSELL:(Unimpressed)Whatdoesthatmean?

GEORGE: The show is about nothing. JERRY: (To George) Well, it’s not aboutnothing.

GEORGE:(ToJerry)No,it’saboutnothing.

JERRY:Well,maybeinphilosophy.But,evennothingissomething.(JerryandGeorgeglareateachother.Thereceptionistenters.)

SUSAN:What’sthepremise?

JERRY:Well,asIwassaying,Iwouldplaymyself,andasacomedianlivinginNewYork,Ihaveafriend,aneighbor,andanex-girlfriend,whichisalltrue.

GEORGE: Yeah, but nothing happens on the show. You see, it’s just like life. Youknow,youeat;yougoshopping;youread…Youeat;youread.Yougoshopping.

RUSSELL:Youread?Youreadontheshow?

JERRY:Well,Idon’tknowaboutthereading.Wedidn’tdiscussthereading.

RUSSELL:Allright,tellme.Tellmeaboutthestories.Whatkindofstories?

GEORGE:Oh,no.Nostories.

RUSSELL:Nostories?So,whatisit?

GEORGE:(Showinganexample)What’dyoudotoday?

RUSSELL:Igotupandcametowork.

GEORGE:There’sashow.That’sashow.

RUSSELL:(Confused)Howisthatashow?

JERRY:Well,uh,maybesomethinghappensonthewaytowork.

GEORGE:No,no,no.Nothinghappens.

JERRY:Well,somethinghappens.

RUSSELL:Well,whyamIwatchingit?

GEORGE:Becauseit’sonTV.

RUSSELL:(Threatening)Notyet.

GEORGE:Okay,uh,look,ifyouwanttojustkeepondoingthesameoldthing,thenmaybethisideaisnotforyou.I,forone,amnotgoingtocompromisemyartisticintegrity.AndI’ll tellyousomethingelse.This is theshow,andwe’renotgoing tochange it. (ToJerry)Right?

Yes,thatwasthedialogfromoneofmyall-timefavoriteTVshows,Seinfeld.ThiswastheepisodewhenGeorge and Jerrywere trying to pitch their idea toNBCabout starting ashowaboutnothing. Itwas funnybecause theshowSeinfeld actuallywasa showaboutnothing.

WhenIfirststartedgrowingmylist,Ireallystruggledtosendemails.WhatdidIhavetosaythatwasimportantenoughthatpeoplewouldwanttoopenandreadit?SoIstartedfocusingonwritinggreat,content-packedemails thatoftentookdaystowrite.I thoughtthatwastheanswer.ButIlaterdiscoveredthataftersomeonehadgonethroughmySoapOpera Sequence and bonded with the Attractive Character, content wasn’t what theyrespondedto.Whatthereadersrespondedtowas…well,nothing.

Myemailsswitchedfrom100%contentto90%entertainmentandjust10%content,

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andmyreadership,opens,clicks,andsalesallskyrocketedwiththechange.

Youwant your Attractive Character to be fun and entertaining. That’s how you’regoingtowriteyourdailySeinfeldemails.That’sright;I recommendsending themdailyafteryourinitialSoapOperaSequenceisfinished.

IknowaLOTofpeoplegetVERYnervousabouthowoftentheyemailtheirlists.Iused to feel that way, too. I used to email once amonth, andmy response rates werehorrible.SothenIstartedemailingtwiceamonth.Andguesswhat?Imorethandoubledmyincome.

ThenIdecidedtoemailonceaweek,thentwice,theneveryotherday,andwhatI’vefoundnow is that if Idon’temailmy listeveryday, I losemoneyeveryday. I stronglyrecommendemailing everyday, and if youdo itwith the “Seinfeld style” I’mgoing toshowyounow,readerswon’tgetannoyedbecausetheywillbesoentertained.

ThesecrettokeepingyoursubscribershappytohearfromyoueverydayisusingtheSeinfeldformat.Beentertaining.Justtalkaboutyourday.

What’sgoingoninyourAttractiveCharacter’slife?

Whathappenedthat’sembarrassing?

Howareyougettingthroughtheholidayseason?

Whereareyouplanningyourvacationthisyear?

Whatdidyoubuyrecentlythatyouregret?

Whatdidyoubuyrecentlythatyoujustadore?

Whatmadeyouscreamwithrageyesterday,thatyou’relaughingabouttoday?

Whatcrazyanticsdidyourkidoryourdoggetintoyesterday?

Whatfunnythinghappenedinyourpastthatteachesalesson?

Theseareemailsaboutnothing.Justrandomepisodesandentertainingstories.

EXCEPT…theyhaveapurpose.Thegoalistoleadpeoplebacktowhateveryou’reselling. Itmight be your core offer or some other product or service. Itmight even besomeoneelse’sproduct.Everystoryneedstorelatebacktosomethingyou’reselling.

That’sthesecret.That’showyoumakemoney.

Ifyoujustsendoutentertainingemailsanddon’ttieinyourproductsorservices,youwon’tmakeadime.Notevenifyou’rethebeststorytellerintheworld.EVERYEMAILandeachstorymustbetiedbackintosometypeofofferforyouraudience.

LetmeshowyouanexampleofsomeSeinfeldemailsandhowI tie thestorybackintotheproductI’mselling.Boththeseexamplesmadeoveronehundredthousanddollarseachwhen theywere sentout tomy list.Theyarebothgreatexamplesofemailsaboutnothing.

EXAMPLE#1Subject:[TrueStory]HeFLUSHED$20milliondownthetoilettoday

Body:So,yesterdaywehadaguyapplyformyIgniteprogram

Isawhisappcomethrough,andIwasactuallyreallyexcited,becauseheisinthegolfmarket.

Now,I’mnogolfer,butI’vegotalotoffriendsdoing$20million+inthegolfmarketonline.

IsawhisproductandKNEWitwasahomerun.

So,thecoachwhowasgoingtocallhimbackaskedmeformyopiniononhisbusinessbeforeshecalledhim,andIsatdownfortenminutesandpulledupthefollowing:

Histhreemajorcompetitors

EverysitecompetitorswereSUCCESSFULLYbuyingtrafficfrom

Thetopthreeconvertingadsforeachofhiscompetitors

ThesalesfunnelsthatWEREconvertingandthemainreasonhiswasNOT

I then showed her the twomedia buyers I would use if I were in the golfmarket(bothcansendoveronethousandsalesaday,consistently).

Armedwiththisinformation,shecalledtheguyup…

Hewasa littlecocky (and rightfullyso—he’dsoldover100,000unitsofhisproduct on TV). Yet, for some reason, he couldn’t figure out this peskyInternetthing…

Shestartedsharingsomeofmyideaswithhim,andthenhestoppedher…

“Look, I’ve read twenty books on Internetmarketing… there isn’t a singlethingRussellcouldteachmethatIdon’talreadyknow…”

Soshetriedtoexplain,“Look…youcouldreadamillionbooksonJiuJitsu,butthat’snotgonnahelpyouinastreetfight…”

Ithoughtthatwasprettyfunny,butwhathappenednextwasjustsad.

Hesaid,“Well,Russelldoesn’tknowanythingaboutgolf…”andthenhehungup.

Now,whilehewasrightaboutmenotknowinganythingaboutgolf…

IknowEVERYTHINGaboutSELLINGgolfstuffonline.

I’ve been doing this for OVER ten years now. I’ve personally trained over2,500companiesinmyofficehereinBoise.

I’veworkedwithaLOTofgolfguys…(andonegolfgal).

I’ve worked with people in just about every market I can think of (exceptbowling … I’ve never had someone teaching bowling come to me, whichmakesmesad,becausebowlingIsmythirdfavoritesportafterwrestlingandJuJitsu).

Anyways…

ForabouteverythingelseIcanthinkof,I’vemappedoutafunnel,showntheclient what they were doing wrong, Introduced them to my media buyers,advised themonwhichsites tobuyads from,and instructed themonwhattheyshouldbespendingtoacquireacustomerinTHEIRspecificmarket.

I thenusually introduce theclient to thegurus I know in thoseareas.Afterspeaking on Dan Kennedy’s stage for six years, I have met most of the“gurus”inmostindustries,andmypositionmakesiteasytofindconnectionsforothers.

ThosearethethingsyouCAN’Tlearninabook…

ThosearethethingswebringtothetableforourIgnitepeople.

Mygoal for thatgroup isnot to teach themmorestuff… it’s tomake themmoremoney.

Anyway, if you’vegotagolf product, letmeknow,because I’vegota killertwenty- million-dollar-a-year blueprint that this dude just flushed down thetoiletbecauseofhisarrogance…orIgnorance.Eitherway,helostout.

Youcanjustpluginandrunwithit…

Orifyousell,well,almostanythingelse,I’dlovetohelpwiththat,too.

OurnextInnerCirclemeetingishereinBoiseinMay.Ifyou’d liketocome,you’vegottoactfast.

Youcanapplyhere:

http://lgnite.DotComSecrets.com

Oh,andweonlyacceptcoolpeople.Ifyouliketoflushmoneydownthetoilet…PLEASEdon’tapply.

Thanks,

RussellBrunson

EXAMPLE#2Subject:JiuJitsuislikewrestlingforold,fatguys(andothermarketingstuff)

Body:So,tomorrowI’mfightinginaJiuJitsutournament.

For thoseofyouonmy listwhodon’t knowwhatJiuJitsu is, it’skinda likewrestlingforold,fatguys(whichisGREATformebecause,whileIstill look

likeI’mthirteen,Iamactuallygettingalotolder—34yrsoldnow—andfatter—30lbs.heavierthanwhenIwaswrestling).

Anyway,Ihaveweigh-insinafewhours,andasofrightnow,I’mstillsevenpoundsoverweight…Good thing I’mawrestlerandhavesomeawesomeweight-cuttingskillz. Infact,Ijustfoundmyoldweight-cuttingclothesthismorning.Checkthemout:

Yes,theyarealittletight,butmythree-year-oldtoldmeIlooklikeaninja,sotheycan’tbethatbad…right?

Anyway, in about an hour, I’m gonna go to the wrestling room, and withinthirty to fortyminutes, I’ll loseall7 lbs.Then tomorrow, Iget tostepontoamatwithabunchofyounger,fasterguyswhose

ONLYgoalinlifeistochokemeout…(ortobreakmyarm,whichevercomesfirst).

I’mSOSOSOSOSOSOexcited!

So,whydoItellyouthis?

Becausethisweek,wedidwelloversixfiguresinsales.

Notthismonth…thisWEEK.AndwediditWITHOUTanyproductlaunches…

WITHOUTanyaffiliates…

Andwhilethatisaprettynormalweekforus,thisweekwasspecialbecausewealsodidit…

WITHOUTmeactuallybeingintheoffice…

Yup…

You guessed it… I spentmost of thisweek in thewrestling room, gettingreadyforthetournamentthisweekend.

Yet,westilldidsixfiguresinsaleswhileIwasgone.

WouldyouliketolearnhowIdidit?

Wouldyouliketoseehowyoubuildabusinessthatcanrunjustaswellwhenyou’regoneaswhenyou’rethere?

Areyoureadytotakeyourcompanytothenextlevel?

Ifso,I’vegotgoodnewsforyou…

As longas I don’t endup in thehospital aftermymatch thisweekend, I’mgonnabecomingintotheofficenextweek.

Thatgivesmetimetoworkpersonallywithtwomorepeopletohelpbuildouttheirfunnels…(theSAMEtypeoffunnelweusetopullinsixfiguresaweeklikeclockwork).

Ifyou’rereadytotakeyourgametothenextlevelandcreateabusinessthatcantrulygiveyoutimeandfreedomtodootherthingsyoulove,thenlet’sgetonthephoneandfigureouthowwecanworktogether.

Soundgood?Ifso,thenyoucanapplyhere:http://lgnite.DotComSecrets.com

Oh,andifyou’relookingfora“getrichquick”scheme,thisIsn’tit.

If you’re looking for a “work hard and build an awesome company”scheme,thenI’myourman!

Okay,I’mofftocutweight…

Wishmeluckthisweekend!

Thanks,

RussellBrunson

P.S. I already know that it’s not healthy to cut seven pounds in under anhour…sonoemailingmetellingmeit’snothealthy.

I’mprettysurethatsteppingontoamatwithsomeone30lbs.heavierisalotlesshealthythanmelosing7lbs.ofwaterinanhour.Haha…

DoYouSeeHowSeinfeldEmailsWork?Doyouseehowthestoryeventuallytiesintoaproduct?

That’showyourAttractiveCharacterisgoingtocommunicatewithyourlistineveryemailyousendafteryourSoapOperaSequence.It’sfun.Andonceyougetthehangofit,thewritinggoesprettyfast.Youcanevendictatetheemail,recorditonyourphone,andthensendittoyourassistanttobetranscribed.

OnethingIshouldnotehere.Thesearebroadcastemails,notauto-responders.

SoapOperaSequenceemailsaresetuptobeanauto-respondersequence.Thatmeansaftersomeonesignsup,theygetemailoneonthefirstday,thenemailtwoonthenext,etc.

Seinfeldemailsaredifferent.After someonehascompletedyourSOAPseries, theyshouldbemovedtoabroadcastlistwheretheywillonlygettheSeinfeldemailthatyousendout thatday.Seinfeldemailsaretypicallynot linedupinasequencethateveryone

hastogothrough.Thatdoesn’tmeanyoucan’twritethemaheadoftimeandschedulethebroadcastsinyouremailprovider,buttypicallytheyaretiedtorelevantthingshappeninginthelifeoftheAttractiveCharacterastheyarehappening.

Lastly,theseemailsdodoubledutywhenyouputthemonyourblog.Peopleoftenaskmewhattheyshouldwriteaboutontheirblogs,andIalwaystellthemsimplytocopyandpaste their daily Seinfeld email. It’s quick, easy, and consistent blog content that leadspeopletoasale.

Let’s Review: Your Soap Opera (auto-responder) Sequence is your AttractiveCharacter’s introduction to your new subscriber. If you follow the outline I provided,you’llnoticeanincreaseinyoursalessimplybecausepeoplecanrelatetoyourbackstoryandepiphanyaftertheyreadaboutit.

Seinfeldemailscontinuetheconversationonadailybasis.Thegoalistobefunandentertainingwhileyousellstuff.

You can get started with this right now. Go download your SoapOpera Sequencetemplate,andwriteyourfirstfiveemails.

ThenstartwritingyourSeinfeldemailsandloadingthemintoyouremailprovider.Ifyougetstuckforideas,myteamhascompiledalistofwritingpromptsforyou.Downloadthematwww.DotComSecretsBook.com/resources/seinfeld.

UpNext:Nowthatyouhaveseenhowwecommunicatewiththetrafficthatwearebringing into our funnels, it’s time to shift focus back to building your sales funnel.Section 3 is called Funnelology and will discuss the strategies behind building yoursuccessfulsalesfunnels.

SECTIONTHREE:FUNNELOLOGYLEADINGYOURCUSTOMERSTO

THESALE(OVERANDOVERAGAIN)

SECRET#9:

REVERSEENGINEERINGASUCCESSFULFUNNEL

BeforeIstarttobuildoutanynewsalesfunnel,thefirstthingIwanttodoisfindotherpeoplewhoalreadyhaveasuccessfulfunnelandaresellingtomytargetmarket.IfIcan’tfindotherbusinesses,thenIwon’tcontinuetomoveforward.ButifIcanfindotherswhoare already successfully selling to the chosenmarket, then I can reverse engineerwhatthey’redoingandfigureoutwheretheyaregettingtheirtraffic.

TheInternet is fullofgurus teachinghundredsofdifferentways togenerate traffic,and it seems like a new tactic or trick pops up every day. Forme, I focus on one realstrategy. I prefer to find outwhere the traffic already exists and then just plunkmyselfdown in frontof itandsend itona littledetour tomysite.Whyworkhard togeneratetrafficwhenit’salreadyouttherewaitingforyou?Thischapterisgoingtoshowyouhowtoreverseengineeryourcompetitors’salesfunnels.Youwilllearnhowtounderstandwhattheyaredoing,wheretheirtrafficiscomingfrom,andhowtotransformtheirtrafficintoyourtraffic.

FIVEVARIABLESOFSUCCESSFULCAMPAIGNSThe first step to reverse engineering existing traffic streams is understanding the fiveelements thatgo intoany successfulonlineadcampaign. Inever start creatinga funnel

1.

2.

3.

4.

5.

unlessIknowatleastfourofthesefivethings.Ineverwanttwounknowns.Also,asI’manalyzingmyownfunnels—ifsomethingisn’tworking—itusuallycomesdowntooneofthesefivethings:

Demographics

Offer

Landingpage

Trafficsource

Adcopy

Let’slookateachvariableindividuallysoyoucangetaclearerpictureofwhatI’mtalkingabout.

1.Demographics.Thedemographicsareall thecharacteristicsof thepeopleyou’retargeting. The demographics define who belongs in the target group and who doesn’t.We’retalkingaboutdistinguishingfactors,likeage,sex,education,geographicallocation,incomelevel,race,language,andpoliticalaffiliations—anyandallcharacteristicsyoucanthinkofthatdefinethosepeopleyouwanttoreachwithyourmessage.Forexample,oursupplement company has an older demographic of men and women. Our coachingcompany’s main demographic is entrepreneurs making between one and three milliondollarsayear.

IfIputtherightofferinfrontofthewrongdemographic,it’sgoingtobomb.IfIputawrestlingsupplementofferinfrontofolderpeoplewithdiabetes,they’renotgoingtobuy.So, we need to make sure we get our demographics right. Once you know thedemographics of the people your competitors are going after, it’s very simple to knowwhatyoursshouldbe.

WhenIfirststartedworkingwithourpainsupplement,Ihadnoideawhototargetorwhere to find the traffic. So my team and I went through this process of reverseengineeringsomesupplementssimilartoours,andwefoundoutveryquicklywhereourcompetitors were placing their ads.We found that some of their ads were on diabeticwebsites(asegmentwedidn’tknowwouldbenefitfromoursupplement).Wefoundadsrunningsuccessfullyonsurvivalwebsites,naturalhealthwebsites,andmore.Bydiggingdeeperandresearchingourcompetitors,awholenewworldofopportunityopenedforus.Afterwefoundsomeofthesenewdemographics,overthecourseoftwomonths,wewereeasilyabletoscaleaproductthatwasmakingtwentythousanddollarsamonthtomakingoverfivehundredthousandamonthnow.Prettycool,huh?

Whenyouknowyourdemographics,youknowwhoyourtargetmarketisandwheretheyarelikelytobehangingoutonline.Youknowwhatsitesthey’reonandwheretheygettogethertotalktoeachother.Onceyouhavethatinformation,itbecomesveryeasytoscaleyourofferandbuildyourbusinessquickly.

2.Offer.Theoffercomesdowntowhatyouaresellingandatwhatpricepointyouare selling it, including your upsells and downsells.When Iwant to find outwhatmysuccessfulcompetitorsareoffering,Ibuytheirproducts.Remember,thefirstofferyousee

probablyisn’ttheprimaryoffer.It’smorelikelytobewhatgetspeopleinthedoor,whiletherealmoneymakersaredownthe linesomewhere.Thefirstoffer is just the tipof theiceberg,andIneedtoseetheirENTIREicebergduringthisresearchphase.

WhenI’mresearchingcompetitors,Igoinandpurchaseeverythingtheyofferme.Iwill easily spendhundredsofdollars to study theiroffersand their funnels.And Ikeepcarefulnotes.This is critical competitive research. Iwant toknowexactlywhat they’reselling, how they’re selling it, and at what point they’re offering each product in theirfunnel.What’sthecopyonthesalesvideos?WhatemailsamIgetting?Howmany?Arethey selling in every email or offering content in some? The more I know, the betterchanceofsuccessIwillhave.

3.LandingPage.Thisisthepageapersonlandsonrightaftertheyclickonanad,andIbelieveit’sthemostimportantpageinyourentiresalesfunnel.Whatdoesthatpagelooklikeforyoursuccessfulcompetitors?Isitanopt-inpage?Isitasalespage?What’sworkingforpeoplerightnow?I’mnotgoingtomakeupmyownlandingpageandhopeitworks.I’mgoingtoreverseengineerwhat’salreadyworkingandmodelthatformyownpage.I’mgoingtomakesomethingverysimilartowhat’salreadysuccessful.

It always comes back to modeling what’s already working. It amazes me how somany people put up random sites they think look good, without first investigatingsuccessfulsitesintheirniche.Thentheywonderwhythey’renotmakinganymoney.It’sbecausethey’renotfollowingaprovenmodel.

I rememberwhen I first heardTonyRobbins speak, andhe emphasized that if youwant tobe successful in anypart ofyour life, youneeded to find someone elsewho isalreadydoingwhatyouwant todoandmodelyourefforts after theirs.Nowhere is thatidea truer than when you’re building a new sales funnel. You need to model what isworking.DoNOT try to re-invent thewheel. That’s the secret. That’s how you take adecade of hardwork and compress it down into a day’sworth of time and effort. Findwhat someone else has already done andmodel it. Start there, and then you can tweakyourfunnel,testit,andtrytoimproveonthatmodelafteryou’realreadymakingmoney.

4. Traffic Source.Where is your competitor’s traffic coming from?What are thespecificwebsites that competitorbuysadson? Is the traffic coming frombanneradsorsocialmediaoremail?Doesheusemainlyvideoortext?

Donotthinkthatyouneedto“create”traffic.Thetrafficisalreadyoutthere.Allyouhave todo is find it, tap into it, and redirect itback toyouroffer. In justaminute, I’mgoingtoshowyousomecooltoolsandtechniquesyoucanusetofindoutexactlywhereacompetitor’strafficiscomingfromsoit’seasytofunnelthosepeopletoyouroffers.

5.AdCopy.This is the lastelementofa successfulcampaign.Whatdosuccessfuladslooklike?Whatmakespeopleclickonthead?What’senticingthemtoevenlookatthecompetitor’sadinthefirstplace?Whatpicturesarecompetitorsusing?Whatdoestheheadlinesay?Whatdoesthebodycopylooklike?Arethecompetitorsusingvideo?Allthesethingsinfluencewhetherapersonclicksonanadornot.Remember,trafficismadeupofrealpeople.Peoplecanbepersuadedtoclick,butitcantakemonthsoryearsoftrial

anderrortodiscoverhowtomakethathappen.Don’twastetimetryingtofigureitoutbyblindly tweaking and adjusting your own advertising methods. Find what’s alreadyworking,andmodel it.Thenonceyou’vegotapredictable,steady income,youcanrunsplittestsandtrytoimproveontheadyourself.

Thewhole reverse engineering process depends upon finding out about all five oftheseelementsinregardstoyourcompetitors.Unfortunately,you’renotalwaysgoingtobeabletodothat.I’vegottenreallygoodatthereverseengineeringprocess,buttherearestilltimeswhenIcan’tfindallthebannerads,orI’mnotsureaboutallthedemographics.Oneunknownisnotgood,butyoucanusuallytrytoguessandgetcloseenough.Ifthereare two unknowns, I’m probably not going into that market. I want as much data aspossiblebeforeIstartbuildingoutmyoffers,landingpages,andads.Nevermoveforwardwithtwounknowns.Keepdigging,keepresearchinguntilyoufindanichewhereyoucanfindallthedatayouneedtomoveaheadandbeprofitable.

HOWTOREVERSEENGINEERASUCCESSFULCAMPAIGNNowthatyouknowwhattolookforinyourcompetitors’campaigns,I’mgoingtoshowyouhowtodigupallthisawesomeinformation.

Step#1:WhereAreYourCompetitors (BothDirectANDIndirect)?Rightnow,yourcustomersarewhereyourcompetitors’customersare.So,that’swhereyouneedtostartlooking.Youhavetwotypesofcompetitors:directandindirect.Adirectcompetitoris a person or company selling something very similar to yours. In the supplementbusiness,anyoneelsesellingthesametypeofsupplementsismydirectcompetitor.Wearetrying to sell basically the same thing to the same people.We’re going to do a directcompetitoranalysisinamoment.

Therearealsoindirectcompetitors.Thesearepeopleorcompaniessellingsomethingdifferent than you, but to the same demographic. When I started studying indirectcompetitors, it was a huge eye-opener for me. I remember one day I found this coolsupplementcompanysellingweight-lossproductstoanolderdemographic.Theywereanindirectcompetitorbecauseweweresellingdifferentproducts (weight-losssupplementsfor them and nerve pain supplements for me), but we were both going after the samedemographic.IputtheirwebsiteintothetoolI’mabouttoshowyou,anditopenedupawholenewworldofplaces toadvertiseand typesofads to try.Competitive research isawesomebecauseitcanopenupnewopportunitiesyouneverknewaboutbefore.Forme,each new profitablewebsite I find can beworth tens, if not hundreds, of thousands ofdollarsamonth!SoyoucanseewhyIspendsomuchtimesearchingforthisburiedgold.

ThefirststepistomakealistofyourdirectandindirectcompetitorsandtheirlandingpageURLs.Ifyoudon’tknowwhoyourcompetitorsare,thenjustgotoGoogleandstarttypinginsearchphrasesyouwouldwantpeopletotypeiniftheyweresearchingforyou.Ifyou’re in theweight-lossniche, for example,you’d just type inphrases like“how toloseweight”or“losingweightquickly.”Lookforthepaidads(usuallyontherighthandside) and start clicking on those ads. This will give you a good idea of who your

successful competitors are.Now that youhaveyour competitors’websiteURLs, letmeshow you how simple it is to find out exactly WHERE they are already advertising,WHATadsthey’rerunning,andWHEREtheyaresendingtheirtraffic.Usingthissimplestrategy, you’ll quickly be able to figure out all five of the variables in each of thecompetitors’campaigns.

Step#2:WhatAreTheyDoing?Thereareafewproductsonthemarketthatwilldowhat I’mabout toshowyou.At the timeofmywriting thisbook,myfavorite iscalledSimilarWeb.com (SW).Because Iwant this book to stay evergreen, Iwill post a videoshowingyouhowtouseSWhere:www.DotComSecretsBook.com/resources/similarweb,andifmyteameverfindssoftwarewelikebetter,orifSWstopsworking,we’llgiveyouthemostup-to-dateinformationonthatpage.

So,thefirststepistoputinyourcompetitor’swebsiteURL.Forthisexample,Iwillenteroneofmyownwebsitesforyoutosee.

Fig9.2:It’seasytofindyourcompetitors’trafficsourceswithonlinetoolslikeSimilarWeb.

Fromhere, I canquickly see eachof the paid traffic sources that the competitor isusing.

AsIstartclickingonsomeoftheotheroptionsonthesideofthepage,Icanseethedemographicsofthetrafficthatiscomingtothatwebsite.Icandigdeeperintothetrafficsourcesandactuallyseewhatsitesmyadsarerunningon,whentheywerefirstseen,andthedurationeachadhasbeenrunning.(Hint:longerduration=adthatisworking.)

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Fig9.3:Longrunningadsareusuallyhigh-convertingandbigmoneymakers.

AsIdigdeeper,Icanstarttoseetheexactbanneradsthatareworking,includingtheadcopythatisconverting.

Fig9.4:Collecttheactualadsyourcompetitorsarerunningandmodelthemforyourownads.

Icanalso see the landingpages thecompetitor ispushing themajorityof traffic toand a whole bunch more. Do you see how in less than five minutes I can learnEVERYTHINGIneedtoknowaboutacompetitor’scampaign?I’vejustshownyouhowquicklyyoucangrabthefivevariablesweneedtobesuccessful:

Demographics

Offer

Landingpage

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5.

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Trafficsource

Adcopy

The last step is actually to purchasemy competitor’s product so that I can see theupsells and downsells. What email does this company send to customers? What elsehappensaftertheinitialpurchase?Armedwiththisinformation,younowhaveeverythingyouneedtostartbuildingoutyourownsuccessfulsalesfunnelsinthatniche.

Isn’t it amazing? You can literally reverse engineer everything your competitor isdoing in less than tenminutes.Justplug in thewebsiteandgowhere theyhavealreadygone. Sell to the customerswho have already shown interest in this type of product orservice.Redirectthemtobuyyourproducts!

LET’SREVIEW:Makealistofyourdirectandindirectcompetitors.

FindeachlandingpageURL.

EnteraURLintotheonlineresearchtools.

Collectdata,digdeep,clickonlinks,buyproducts,andseewhatthecompetitorisdoing.

Createaswipefileofideastomodel.

To help you out, I’ve created a checklist you can download and keep handywhileyou’reresearching.Withthischecklist,you’llbesurenottomissanycriticalcomponentsof your research. To download the checklist, go towww.DotComSecretsBook.com/resources/reverse.

UpNext: Now that you’ve had a chance to look at what your competitors’ salesfunnels look like, I want to walk you through the seven phases of all successful salesfunnels.ThiswillgiveyouaveryclearexampleofeachofthephasesthatyourcustomersshouldgothroughastheyascendyourValueLadder.

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SECRET#10:

SEVENPHASESOFAFUNNEL

What’sthedifferencebetweenasix-figure,seven-figure,andeight-figurebusiness?WhenI first started to scalemycompanies, I thought theremustbehugedifferencesbetweeneachoftheselevels,butthat’snotthecase.Aftergoingthroughtheselevelsoverthepastdecadeorso,Icantellyouthemaindifferenceisnotwhatyoumightthink.

It’snottheproductsyousell.

It’snotthetypeofbusinessyourun—onlineorlocalbrickandmortar.

It’snotthetraffic.

It’snotthesalescopy.

It’snotahigh-convertingwebsite.

It’snotaproduct-launchmethod.

Thesethingsareallimportant.They’reallelementsofasuccessfulbusiness.Buttheyarenotthecoredifferencethatsetsthelevelsapart.

Therealdifferencebetweenhavingasix-,seven-,oreveneight-figurebusinessiswhether you understand the phases of a funnel and can successfullymonetize thedifferentpointsalongtheline.

When I’m driving traffic to a website, I need to know the first page the potentialcustomer will hit. I need to know the second page he hits and everything he willexperiencewhilehe’sengagedwithmybusiness.Ineedtocarefullyengineertheprocess(or funnel) each customer goes through.And different types of people require differenttreatment(anddifferentprocesses).

Lots of people talk about the lifetime value of a customer, but that’s notwhat I’mtalking about here. I’m talking about the path that you take your customers down. I’mzeroing in on the variables in each step that can be manipulated for maximummonetization—all while keeping a relationship so that the customer will continue toascendyourValueLadder.Apersonmightbewithmeforafewminutes,afewhours,ordozensofyears.Themoneyyoumakeinyourbusinessdependsonhowwellyoumanagetheexperienceofeverypersonwhocomesincontactwithyou—nomatterhowlongtheystay.

Yourgoal,ofcourse,istogettheprospecttostickaroundandbecomearegularclientorrepeatbuyer.Thelongeryoucankeepthemaround,themorelikelythey’llbuyfromyou. The way you keep them around is by managing the experience throughout theprocess.I’vebrokenthecustomerexperiencedowntosevenspecificpointsinthefunnel.Ateachpoint,youcan test, tweak,monetize,andbuildyourbusiness towhatever levelyouwant.Onceyouknowthesesevenpointsandhowtomaximize them,your lifewillchange.It’sawesome!

IT’SALLABOUTTHEPRE-FRAMEBeforewetalkaboutthesevenphasesofafunnel,youneedtounderstandtheconceptofapre-framebecauseeachstepinafunnelisapre-frameforthenextstep.Thatiswhyit’sessentialtooptimizethesesteps—notonlyformonetization,butalsotobuildrelationshipsand get visitors to continue to buy from you, someone they know and trust. One bigmistake many marketers make is focusing 100% on short-term conversions ormonetization. They sell so aggressively, focused on the sale at hand, that they lose therespectoftheircustomer.Thismistakewillcostyouthelong-termrelationshipthatcanbeworthtentimesasmuchasthemoneymadethroughtheinitialpointofcontact.

Experts inneuro-linguisticprogramming(NLP) talka lotaboutpre-framing togaintheoutcomeyoudesire.Apre-frameissimplythestateofmindyouplacesomeoneinasthey enter into the next step in your sales funnel. Changing the frame of mind, themindset,canprofoundlychangetheanswertoaquestionortheexperienceyouhavewithsomeoneorsomething.

Peopledothisallthetimewithoutrealizingit.Forexample,ifIwanttoaskmywifeafavor,Imightpre-frameherbysaying,“Wow,youarelookingbeautifultoday.Thankssomuch for all the great stuff you’re doingwith the kids tonight. I really appreciate youspendingtheeveningwiththem.”ThenImightfollowthatupwith,“I’mjustcurious,doyoumindifIgohangoutwithmybuddiestonight?”BecauseIstartedwiththepre-frame,it’smorelikelythatshe’llrespondthewayIwantherto.IsetupapositiveframeofmindbeforeIaskedthefavor.

MyfirstInternetmarketingmentorwasaguynamedMarkJoyner.Irememberhimsayingthatnotallclicksarecreatedequal.Thatstruckmeasoddbecausebusinessownersalwaystalkabouttrafficandhowtogetmoreclickstotheirwebsites—notacertainkindof click. Wasn’t a click just a click? But Mark made me understand that what really

matters most is where those clicks are coming from and what that reader experiencedbeforehegottoyoursite.Heevenwentsofarastosaythattheframepeopleenteryourwebsitethroughisprobablythemostimportantthingyoucanknow.

He used me as an example: “Consider a person came from a website that said,‘RussellBrunson isascamartist.Hestolemymoney.He’sunethical.He’sa liar,andIdon’ttrusthim.Clickheretoseehisnewproduct.’Whatdoyouthinkwillhappenwhenheclicksthroughtoseetheproduct?”Thepre-framewasterrible.Thatvisitorisprobablynotgoingtolikeme,andIwillhaveahardtimegettingthemtobuyanything.

On the other hand, what if the person comes from a site that says, “Russell is anamazingperson.Ihadachancetomeethim;wetalkedforanhour,andwhathetaughtmechangedmybusinessandmylife.Mycompanywasabletogofromnothingtoamilliondollarsofrevenueayear.Clickheretoseehisnewproduct”?Thechancesofconvertingthatpotential customeronmysitearemuch,muchhigher. I can sellmore if thevisitorentersmywebsite through a good pre-frame. The frame throughwhich he enteredmywebsitecompletelychangeswhatcanhappenontheactualpage.Sothetrickistofigureouthowtocontroltheframethatyourtrafficiscomingthrough.

In the book Sway: The Irresistible Pull of Irrational Behavior, by Ori and RomBrafman,IreadaboutafascinatingstudythattookplaceatMIT,demonstratingthepre-frame principle in action. It went something like this: One day, a class of seventyeconomicsstudentsweretoldtheywouldhaveasubstituteprofessorfortheday.Sincethisprofessorwasnew, each studentwas to read a short biographyof the teacher.Thebioshanded out to all the students were identical—except for one phrase. It praised thisteacher’sgraduateworkineconomicsandlistedvariousfabulousaccomplishments.Thenhalf the bios described the professor as “a very warm person,” while the other halfdescribedhimas“rathercold.”Thatwastheonlydifference—onephrase.

Afterthelecture,eachstudentwasaskedtofilloutasurveytoseehowtheylikedtheteacher.Theoneswho received the “warm”bio said they lovedhim.They saidhewasgoodnatured,considerateofothers,andsociable.Thestudentswhoreceived the“cold”biodidn’t likehimatall.Theysaidhewasself-centered, formal, irritable,and ruthless.Thesestudentsallsatthroughthesamelecture,butthepre-framechangedtheirperceptionofwhat theywitnessed.This study is suchacoolexampleof thepre-frameprincipleatwork.

HowtoPre-FrameYourPresentationsforHigherSales:ThefirsttimeIwitnessedthis concept in action was back when I first started speaking at events on Internetmarketing.Eventcoordinatorswouldinvitemetospeak,andafterwardIwasallowedtosellmyproductat thebackof theroom.Obviously,Iwantedtomakelotsofsales,soItried to craftmy presentation in away thatwould deliver such great value that peoplewouldwanttobuyacoachingpackagefrommeattheend.Itravelledaroundthecountry,speakingonceortwiceamonth.OftenIwouldtestdifferentpitchestoseewhichmethodpeoplerespondedtomost.

I remember one event that had a profound effect onme. Iwasworkingwith a bigeventpromoternamedArmandMorin,whohaddonetonsofeventsallaroundtheworld.

Hewasalsooneofthebeststagepresentersaroundatthetime.IrememberhepulledmeasideandsaidtherewasonedecidingfactorthatwouldaffecthowmuchmoneyImadeattheevent.“It’sallabouthowIintroduceyou,”hesaid.

HeaskedmetolookbackatthelasttenorfifteeneventsIworkedandremembertheeventswhereIdidreally,reallywellinsales.Thenhesaid,“Rememberbacktohowthepersonintroducedyoubeforeyougotonstage.Mostpromotersdoahorriblejob.Theygetupthereandsaysomethinglike,‘Hey,thisisRussell.Heisgreat,andhe’sgoingtoteachyouthiscool thing.Everyonegivehimaroundofapplause.’”Whenthathappens,salesare kind of flat. But this promoter crafted my introduction in a way to pre-sell mycredibilityasa speakerandget theaudienceprepared tobuy.Hehadsomeof themostsuccessfuleventsbecauseofthissimplestrategy.

Ithoughthissuggestionwasreallyinteresting.WhenIspokenextathisevent,Isoldmoreproduct by far than at anyother seminar.Going forward, I paid attention towhathappenedwhenpromotersintroducedme.Sureenough,therewouldbeadropofenergyintheroomiftheintroductionwasblandanduninspiring.Everythingwasdifferent,anditaffectedmysales.Finally,Idecidedtobeinchargeofthepre-frame.Ididn’twanttoruntheriskof thepromoterscrewingitup.So,Imadea three-minute introductionvideo.ItfeaturedTonyRobbinsrecommendingme,outlinedseveralsuccessstories,andincludedthetestimonyofotherswhodeclaredIwasagreatguywithalottooffer.BeforeIwentonstage, Ihad thepromoter introduce thevideo.Thevideoplayed,and thenIcameuponstage right afterward. The video was the pre-frame, and because I now controlled theframe, I started seeing consistently higher sales almost every time I spoke. Pretty cool,huh?Ifyouspeakandsellaftereachevent,givethisstrategyatry.You’llthankmeforit.

Nowthatyouunderstandpre-framing,you’regoingtolovehowpowerfulthesevenphasesofafunneltrulyare.

HOWPRE-FRAMINGWORKSManyonlinemarketingandconversiontrainingsstartteachingconversiononthelandingpage.Theyshowyouhowtosplittestdifferentdesignsandhowtotweakyouroffersandyourfunnels.ButI’vefoundtherearethreecriticalstepsbeforethevisitorevengetstothelandingpagethathaveahugeeffectonyourconversions.Therearealsoseveralstepsinthe funnel that happen after someone leaves your landing page. These also have anenormousimpactonyourconversionsandyourbottomline.Ifyouunderstandallsevenpoints in the funnel, your businesswill likely explodewithout any additional traffic ortweaking.So,let’sgothroughthephasesoneatatime.

Phase#1:DetermineTrafficTemperatureThefirstphasetoexamineisthemindsetofthetrafficbeforeitreachesyoursite—or,yourtraffic temperature.Youmaynotever thinkabout it,but thereare three levelsof trafficthatcometoyourwebsite:hot,warm,andcold.Eachgroupneedsspecialtreatmentand

individualizedcommunication.Eachneeds tocomeacrossadifferentbridge toarriveatyour landing page. Yes, that means you may even need three different landing pages,dependingonhowyou’redrivingtraffic.Trustme,it’sworthtakingtheextratimetosetthisupcorrectly.

HereisaquotefromGeneSchwartzthathelpedmetounderstandhotvs.warmandcoldtrafficandhowyoumustcommunicatedifferentlywitheachtype:

If your prospect is aware of your product and has realized it can satisfy hisdesire,yourheadlinestartswiththeproduct.Ifheisnotawareofyourproduct,butonlyofthedesireitself,yourheadlinestartswiththedesire.Ifheisnotyetawareofwhathereallyseeks,butisconcernedwiththegeneralproblem,yourheadlinestartswiththeproblemandcrystallizesitintoaspecificneed.

Fig10.2:Startyourcopywhereveryourprospectisatthetime.

You have to figure out where your prospect is along the product-awarenesscontinuum:productaware,desireaware,orproblemaware.Wheretheyaredeterminesthetemperature of the traffic. If you have cold traffic, theywill probably be aware of theproblemtheyarehaving,butmaynotbeawareofthesolution.Forthesepeople,youneedtofocusyourcopyontheproblembecausethat’swhatthey’remostawareof.Trafficfromyourblogmaybeawareofthesolutionbecauseyoupresenteditintheblogpost.Soforthesepeople,youwanttofocusonthesolution.Hottrafficfromyouremaillistprobablyknowsyouandyourproduct,sotheywouldbethemostproductawareandwouldrespondbesttoproduct-basedcopy.

HotTraffic ismadeupofpeoplewhoalreadyknowwhoyouare.They’reonyouremail list, theysubscribetoyourpodcast, theyreadyourblog—youhaveanestablishedrelationship with them. You’re going to talk to these people like they’re your friends(becausetheyare).Youwanttousepersonality-drivencommunication.Tellthemstories,shareyouropinions,andletthemintoyourprivatelifealittlebit.RemembertheSeinfeldemailexamplesfromthelastchapter?TheyeachbroughtmeoveronehundredthousanddollarsbecauseIhadhottraffic,andIknewhowtotalktothem.

WarmTrafficconsistsofpeoplewhodon’tknowyou,but theyhavearelationshipwith somebody you know. This is where joint venture (JV) partnerships work well.AffiliatesorJVpartnershaverelationshipswiththeirlists,andtheyendorseyouoryouroffer to their subscribers. They lend their credibility to you so their followers feelcomfortablecheckingoutyouroffers.

Directmail companies have used this pre-framing technique for decades.Differentcompanieshavetheirownhouselists,andsometimesonecompanywouldmailoutasalesletterforsomeoneelse’sproduct.Justlikejointventurestoday,thecompaniesusuallysplit

theprofit50/50.Toachieveapositivepre-frame,thecompanythatownedthelistwouldaddwhat’scalleda“liftletter.”Thiswasjustapersonalnotesayingsomethinglike,“Hey,I like thisproduct. I endorse it.Thiscompany isgreat;youwon’tbe sorry ifyouorderfrom them.” Lift letters increased (“lifted”) response dramatically because the personreading it had some sort of relationship with the writer or the company giving therecommendation.Onegoodpre-framecanmakeapageconvertlikecrazy,butwhenyoutrytodrivecoldtraffictoit,itbombs.

ColdTrafficismadeupofpeoplewhohavenoideawhoyouare.Theydon’tknowwhatyouofferorwhethertheycantrustyou.ThesemaybepeopleyoufindonFacebookorwhoclickonyourpay-per-clickads.Maybetheystumbleacrossyourblogsomehow.Most likely,you’repaying for this traffic somehow, so it’s important topre-frame themcorrectlytogetthehighestreturnonyourinvestment.

Thefirststepistofigureoutwhattemperatureyourtrafficissothatyoucanbuildtherightpre-framebridge.

Phase#2:SetUpthePre-FrameBridgeThesecondphaseisyourpre-framebridge.Thismightbeapay-per-clickadoritmightbeanarticleinanemailorablogpost.ItmightbeaYouTubevideo.It’sabridgethatpre-frames people before they get to your landing page. Different types of traffic needdifferentbridges.

AHotTrafficBridge is typically very short.You alreadyhave a relationshipwiththesepeople,soyoudon’thavetodoalotofcredibilitybuildingorpre-framing.Youcanprobablyjustsendoutaquickemailwithalinktoyourlandingpage,andthat’saboutit.Ormaybeyouwriteablogpostorrecordapodcastencouragingpeopletogocheckoutyour offer.These peoplewill listen anddo as you suggest simply because they alreadyknow,like,andtrustyou.

AWarmTrafficBridgeisalittlelongerthanahottrafficbridge,butnotmuch.Allthattrafficneedsisalittlenoteofendorsementfromapersontheytrust;thenthey’llbeintherightframeofmindtogotothelandingpage.Thisiswheretheliftletterorpersonalemail fromaJVpartnercomes in.Thisbridgecouldbeanemail,but itcouldalsobeavideo,article,orsomeothercommunicationfromthelistowner,endorsingyouandyourproduct.

AColdTrafficBridge is the holy grail of onlinemarketing. If you reallywant toscaleyourbusiness,youhavetolearnhowtoconvertcoldtraffic.MostpeopleIknowjustcan’tdothis.Theycanconvertlikecrazywiththeirownlistorapartner’slist.Butwhenitcomestoconvertingacoldlist,they’restuck.Theyjustcan’tmakeitwork.Ifyoulearnthis one skill—converting cold traffic—you’ll know the secret behind growing seven-,eight-,orevennine-figurebusinesses.Thisbridgeisthelongest.Youneedtodoagoodbitofpreliminaryworktogettheprospectintoadesirableframeofmindbeforehehitsyourlandingpage.Letmeexplain.

Let’ssayyou’reatthefoodcourtinthemall,andyouwalkuptopeoplewaitinginlineatPandaExpressandsay,“Hithere.I’msellingthisproductthatteachesyouhowtobuildalistanddrivetraffictoit.It’sgreat!Wouldyoubeinterestedinbuyingit?”Whatdoyou think they’regoing to say?First of all, theydon’t knowyou, so the chancesofthemsayingyesareprettyslim.Butinadditiontothat,you’retalkinginalanguagetheymaynotevenunderstand.Dothesestrangersknowwhatalistis?Howabouttraffic?Theymight think you’re talking about highway traffic. This is a huge mistake, and I seebusinessesmake thismissteponline all the time.They talk to cold traffic in thewronglanguage,andnobodybuys.Tofixthis,youneedtomakeyouroffermoregeneral.Talkintermsthatcoldtrafficwillunderstand.

Forexample,IhaveamembershipsitecalledListHacking.Itteachespeoplehowtomakemoneybybuildingalistanddrivingtraffic.Forourcoldtraffic,Iknewwecouldn’ttalk in terms of “traffic” and “lists” right off the bat. First, we had to explain thoseconcepts so the readerwould knowwhatwewere talking about.My teamdeveloped adifferentfunnelforcoldtrafficthatstartedoutsaying,“Whowantsafreemoney-makingwebsite?”Oncetheygotthefreewebsite,wesentthemtoabridgepagethatsaid,“Thanksforrequestingyourwebsite;you’llbereceivingitshortly.Whilewehaveyourattention,doyouknowhowtogetpeopletovisityourwebsite?”(NoticeIsaidpeople,nottraffic.)Thenthepagegoesontoexplainthatinonlinesales,potentialcustomersare“traffic.”Wefurtherexplainthatinorderforthemtomakemoneyonthisnew,freewebsite,theymustlearnhowtogettraffictothesite.Wecontinueexplainingthetopicoftrafficandlistsonthe bridge page. Now, when the “cold” visitor does cross over to themembership siteoffer, they are perfectly pre-framed to understand the offer. That understanding makesthemmorelikelytoconvert.Ibridgedtheknowledgegapusingapre-frame.

Forhotandwarmtraffic,theadoremailgenerallyservesasthepre-frame.There’snoneedforextrastepsbefore thosepeopleunderstandyouroffer.Theyalreadyknow,like,and trust you. But for cold traffic, you often need a whole separate page that they gothrough(thebridgepage)beforetheyhittheofferpage.AsIjustexplained,thisseparate,pre-framepageeducatespeople,enablingthemtobetterappreciatetheofferandmakingthemmorelikelytoconvert.

Here’sanotherexamplefrommysupplementcompany.Oneoftheproductswesellisa supplement to helpwith neuropathy pain. If I have a list of neuropathy sufferers, it’sprettyeasytoconvertthem.Butwhatifsomeoneonmylistdoesn’thaveneuropathyasacommoncharacteristic, or doesn’tknowwhether they have it?Many people know theyhavenervepain,buthaveneverheardthewordneuropathy.Soourcoldtrafficofferhelpspeoplewithnervepain,asimpler,morerelatableterm.Mypre-framepagestates,“Ifyouhavenervepain,it’sprobablycausedbyneuropathy.”Thenthepagegoesontoexplainabitabouttheunfamiliarterm.Then,whenthevisitorgetstothefunnel’slandingpage,allthe language suddenlymakes sense.Theynowunderstand that thenervepain is due toneuropathy,andoursupplementcanhelp.Whathappenswhenwedothat?Ouruniverseof potential customers expands exponentially! Whatever product you’re selling, it’scritical that youmatch yourmessage to your traffic’s temperature andknowledge.Thisawarenesswillhelpyoudeterminethekindofbridgerequiredtotakethemtothelanding

page.

Blogsareanothergreatwaytopre-frameanoffer.Oftenwe’llcontactsomeonewho’sgone through our business program and been successful.We’ll sometimes pay them towriteablogpost,testifyingtotheincredibleexperience.Theycanthenpostthispraiseontheirblog.Next,wedrivetraffictothatblogpostsoreadersseetherecommendationandthen click over to our product. Because the traffic is coming from the pre-frame ofsomebodyelse’ssite,wedramaticallyincreaseourconversions.Wearenowtappingintothegroupofpeoplewhoknowandtrusttheblogger.

WecandothesamethingwithYouTubetestimonials.Ifsomeoneputsuptheirownvideoaboutoneofourproducts,we’llaskthemtoaddsomekeywordstothedescriptionandaddalinkbacktoourproduct’ssite.ThenwedrivetraffictotheYouTubevideothatsharesthestory.Nowthetrafficcomestooursitewithabetterchanceofconverting.Ourconversionnumbersinthesescenariosarecrazyhighsimplybecauseofthepositivepre-frame.

Anothercooltypeofbridgepageisasurveyoraquiz.Wecanaskcertainquestionstogetthemind’swheelsspinninginaparticulardirection.Weplantseeds,andthevisitorsstartwonderingaboutaquestionweasked.Thentheyclickovertothelandingpagewherewerevealtheanswerorsolution.It’sallaboutinfluencingwhatpeoplearethinkingaboutwhentheyseeyouroffer.

Phase#3:QualifySubscribersThewholegoalhereistotakeallthetraffic—hot,warm,andcold—andfindoutwhoiswillingtogiveusanemailaddressinexchangeformoreinformation.(Thisisknownassubscribing toa list.) Ifpeoplearen’twilling togive theiremailaddressesat thispoint,theyarehighlyunlikelytogivememoneylater.Qualifyingsubscribersisdonethroughanopt-in or squeeze page that offers somethingof value in return for contact information.ThisistypicallytheveryfrontendofyourValueLadder.Formycompanies,it’susuallyafreereportorafreevideoshowingthevisitoronethingtheywouldreallywanttoknow.Let’s say I have one thousand visitorswho come tomy site each day. If I have a 30%conversionrateatthispoint,thenIknowIhaveaboutthreehundredpeoplewhowillbeinterestedinmyinformation.NowIhavealistofwarmleads,andIcancontinuetomovethemthroughtherestofmyfunnel.

Phase#4:QualifyBuyersImmediatelyafteryouqualifyyoursubscribers,youwanttofindoutwhoamongthemisabuyer. How many of those three hundred people who were interested in getting freeinformationarewillingtopullouttheircreditcardsandmakeapurchase?NoticeIsaidyoumustfindyourpotentialbuyersimmediatelyafteryouqualifysubscribers.Don’twaitadayoraweek.Qualifybuyersrightaway.MyearlymentorDanKennedytaughtmethisgoldenprinciple:a buyer is a buyer is a buyer. If someone iswilling to buy fromyou

once,they’llcontinuetobuyfromyouaslongasyoukeepofferingvalue.Soassoonassomeonefillsouttheirnameandemailaddressandclicksthesubmitbutton,theyshouldlandonapagethatofferssomethingtobuy.Offerthemsomethingofvaluethatwillhookthem. It’s typically a little higher up yourValue Ladder, and this iswhere I’m usuallysellingmy “bait,”which is something your dream clientswill really love. It should bepricedsolowthatit’sanabsoluteno-brainerforthemtobuy.Youwanttoqualifyeverybuyeronthelist,sodon’tputupanybarriers.

I usually use a “free-plus-shipping” offer or something in the five to seven dollarrange.TheofferisextremelycheapbecauseIwantallthebuyerstogoforit.OnceI’veidentifiedwho the buyers are, then I canmarket to them differently. I can pick up thephone and talk to them; I can send them a postcard or add them to a separate emailsequence.At thispoint, Ihavetwolists:subscribersandbuyers.Eachlist isuniqueandgetstreateddifferently.

Phase#5:IdentifyHyperactiveBuyersAfteryou’veidentifiedthebuyers,youwanttoidentifythehyperactivebuyers.Thesearethepeoplewhoareinsomekindofpainrightnowandwillbuymorethanonethingatatime. I’m often a hyperactive buyermyself. I remember takingmy team bowling for acompanypartyawhileback.Now,bowlinghappenstobemythirdfavoritesport(behindwrestlingandjiu-jitsu).I’mnotasuperstarbowler,butIcanholdmyown.Iloveplayingthegame.Thatparticularday,Ibroughtmyownball,gloves,andshoes.I’lladmitIkindofwantedtoshowoffinfrontofmyemployees.Well,thatdayoneoftheotherguyshadthemagictouch.Hebowledanawesomecoupleofgames,andhejustplainbeatme.Hewasrazzingmeinfrontofallmyteam,andIrememberfeelingsofrustrated.Icanlaughatitnow,butatthetime,Ireallydidn’tlikeit.SoIwenthomeandgotonlineandstartedbuying bowling stuff—books, videos, a new ball—anything that would alleviate myhumiliatingdefeat.Iwasahyperactivebuyer!

Youwant to identify thesepeopleasquicklyaspossible.Who’s inpain rightnow?Andwhataretheywillingtobuyrightnowtoalleviatethatpain?Youwanttobeabletoofferthemsomething—ideallyseveralsomethings.Ifyoudon’t,they’llleaveyoursiteandgofindanothersitetobuyfrom.Peoplelovetobuy.Andwhenthey’reinpainandwantrelief, theywillspendmoneyin thatquest. I forgotaboutbowlingafewdays later,andlife continued on. I was no longer a hyperactive buyer of bowling merchandise. Thewindowclosed.Sothinkaboutwhatyoucanupsellordownsellafteryourinitialoffer.Ifyou’ve bought any of my products, you know I always have a chain of upsells anddownsells. That’s because Iwant to identifymy hyperactive buyers.Once I knowwhotheyare,I’mgoingtotreatthemdifferently,too.

Phase#6:AgeandAscendtheRelationshipAtthispoint,theinitialsalesexperienceisprettymuchover.Pointsonethroughfiveall

happen in fiveor tenminutes,and thenext twopointsexplainwhatkeeps thosepeopleyou’veidentifiedcomingbacktobuyfromyouagainandagain.Thesenextstepsarewhatkeeps them referring you to friends. During this step, youwant to age and ascend therelationship. Remember your Value Ladder? This is where that ladder of products andservicesreallybecomesimportant.Ifyou’vefollowedthefivephasesofthefunneluptohere,you’vealreadymovedpeoplethroughthefirstlevelortwo(orthree)onyourValueLadder.Now,you’regoing to continue toprovidevalue andhelppeoplewithwhateveryouoffer.Allowsometimetopass.Howmuchtimeisuptoyou;whateverfeelslogicalforyourproductisbest.Letthemdigintowhateverproductsthey’vealreadypurchased,andgivethemenoughtimetoseethevalueyougive.You’regoingtoascendthemuptheladderoveralongerperiodoftime,eventuallymovingthemtotheverytoplevel.

This is thepointwherewestartchangingthetypesoffunnelsweuse.Ifwestartedwith a Free-Plus-Shipping Funnel,wemaymove the buyer into an Invisible Funnel ormaybebumpthemuptoaTwo-Step,High-TicketBackendProgram.(Don’tworry;you’regoingtolearnhowtobuildthesedifferentfunnelsinthesecondhalfofthisbook.)

Phase#7:ChangetheSellingEnvironmentTypically, it’s difficult to sell super-expensive products or services online. Not manypeoplearegoingtoreadasalesletterandclickthebuybuttonforafifteenthousanddollarproduct.Somemight,butusuallyyouhavetochangethesellingenvironmentifyouwanttosellhigh-ticketproducts.Themostcommonwaystochangetheenvironmentaretosellthepricieritemsoverthephone,throughdirectmail,orataliveeventorseminar.IfIsendan email out to you and ask you to click an eight thousand dollar buy button, you’reprobably not going to do it. But if I can get you to click a button and schedule anappointment to chat on the phone, suddenly I have a completely different salesenvironment.Peopleonthephonearemorelikelytolistencloselytoanoffer.Thesalesperson has the benefit of live feedback. He or she can overcome objections and helppeoplemakeuptheirmindsonthefly.Whenwechangethesellingenvironment,wecancommunicateatadifferent level,anditbecomeseasier tomovepeopleuptothehigherlevelsoftheValueLadder.

Let’sReview:IfIweretoconsultwitharetailstoreonhowtoincreasesales,Iwouldlookateverythingthathappensduringacustomer’sexperiencewiththestore, includingthemomentacustomersawthead,walkedinthefrontdoor,andreceivedagreetingfromtheemployees. Iwould analyzewhat the customer saw thatmade them choose certainitems, what products were “point of sale,” and how the cashier upsold them duringcheckout. I would then analyze the follow-up sequences already in place to bring thatcustomerback.

Increasingonline sales happens the sameway.Youneed to breakout and examineeach of the phases your customer passes through in your sales funnels. After you areaware of the distinct steps and break each out into a separate experience, you can thentweakeachaspecttogetmoreconversions.Inthisway,youcanhelppeopleascendtothe

next levelofyourValueLadder. Ifyou’re stuck inyourbusiness, it’sprobablybecausethere’saglitch inoneof these sevensteps.What’s the temperatureof the trafficyou’redriving? What’s the pre-frame bridge you’re taking potential buyers through? On thelandingpage,areyouqualifyingsubscribers?Areyouqualifyingyourbuyersonthesalespage, and your hyperactives on the upsell pages? Are you aging and ascending therelationship tomatch the buyerwith the offer they really need themost?And are youchangingthesellingenvironmentforyourhigh-ticketoffers?Most importantly,howareyou treating each of your different groups so that each receives a specially tailoredexperience?

UpNext:Now thatyouunderstand the strategybehind the sevenphasesof a salesfunnel,Iwanttoshowyouwhattypesofwebpagesweuseforfourofthosephases.DidyouliketoplaywithLegoblockswhenyouwereakid?Idid.Itwassocooltotakethesame, simple pieces and create something totally unique, over and over again. In theupcomingchapters,you’regoing to learnhowtobuildsales funnelsLego-style. In fact,I’mgoingtogiveyoualistofbuildingblocksthatyoucansimplymixandmatchtobuildyouroffertocreateaninstantsalesfunnel.ThenI’mgoingtogiveyousomeshortcuts—theexactfunnelsandscriptsIusemostofteninmybusinesses.Youcancopyandpasteyour own offers and ideas into these proven templates and have your business up andrunninginnotime.

SECRET#11:

THETWENTY-THREEBUILDINGBLOCKSOFAFUNNEL

AsIsaid,IthinkofsalesandbuildingfunnelskindoflikeplayingwithLegos.Iimaginethere’s thisbigboxofbrightlycoloredbuildingblocks,andIcanput themtogetheranywayIwanttogetthedesiredresults.IfIwanttogetsomeonetoopt-intomylist,Imightuseayellowblockandconnectittoablueblock.IfIwanttomakeahigh-ticketsale,Imight add on green, red, and purple blocks. If I’m not getting the results Iwant, but IknowIhavealltherightpieces,Imightrearrangetheblocksandseewhathappens.

This is the exact same process I teachmy twenty-five-thousand-dollar clients. I gothrougheachphaseof the funnelandmapoutwhichbuildingblockswillyield thebestresults.Thenwetestthefunnelstoseehowwelltheyconvert.Sometimeswehitawinnerright away, but oftenwe need tomove the blocks around a bit; for example,wemightchangesomecopyoraddavideo.Thenwetestthecombinationagain.Thisishowdirectresponsemarketershavecreatedmagicforoverahundredyears:Tryit.Testit.Tweakit.Andstartalloveragain.

There are two typesofLego sets.You canbuy all theblocks and create your ownworkofartusingyourimagination.Oryoucanbuyspecialkitsthatgiveyouthepiecesyouneedtobuildspecificthings,liketheDeathStarortheBatCave.Thesekitsevengive

youinstructionsonwhichpiecetoattachwhereandinwhatorder.Ifyou’rethekindofpersonwholovestheLegokits,you’regoingtoloveourfunnel-buildingsoftwarecalledClickFunnels. All the pieces you need are inside the software, easily enabling you tocreateallsortsoffunnelstoselleverythingfromasimpleopt-intoahigh-endconsultingpackage.Andallyouhavetodoispickwhichcool thingyouwant tobuildandclickabutton.Allthepiecesareautomaticallyarrangedintherightorderforyou.Ifyou’dliketotryitout,youcangetafreetwo-weektrialatwww.ClickFunnels.com.

Thischapterisgoingtoshowyoutwenty-threeofthemosteffectivebuildingblocksforyoursales funnels.Youwill find thatcertainblocksworkbetterat certainpointsonyourValueLadder,butremember,theyarejustblocks.Youcanmovethemaroundasyouplease.Marketsrespondaccordingtoahugevarietyoffactors.Whatworksinmyworldmightneedalittletweakinginyours.

In the upcoming chapters, I’m going to show you some of my favorite ways toconnecttheblockstocreateworkingsalesfunnels.Ihighlyrecommendyoustartwithmyversion, simply because I’ve tested these in the realworld over and over. I knowwhatworks in general. Then if you want to try moving things around, go for it! You maydiscoveranapproachIneverthoughtofbefore.

The twenty-three blocks I use most often are used at specific times during fourspecific phases in the funnel: the pre-frame bridge, qualifying subscribers, qualifyingbuyers,andidentifyinghyperactivebuyers.Remember,thesefourpointsallhappenatthepointofsale.Anytimeyousellanythingthroughafunnel(whichshouldbemostofthetime),you’regoingtomoveyourbuyerthroughthesefourpoints.Mostoften,you’llbecreatingnewfunnelsduringtheageandascendandchangesellingenvironmentphases.Whenyoudothat,simplygobacktothesebuildingblocksandcreateanewfunnel.

Okay,let’sgetstarted.

PRE-FRAMEBRIDGEThefollowingarethemostcommonbuildingblocksIuseforpre-frames.Remember,thegoalwithapre-frameistowarmuptheprospectssotheyareinthecorrectframeofmindtobemostreceptivetoyouroffer.

Quizzes:Aquizismynewfavoritepre-frametool.Ifyou’reonFacebook,it’s difficult to escape all the “What famous actor are you?” or “What jungleanimal are you?” quizzes. They seem to getmore andmore ridiculous all thetime. (This morning, I saw one that asked, “What type of storm are you?”Really.)Thequestionsyouaskdon’tmattermuch;you justwant togetpeopleengagedintheprocess.

To get a great pre-frame, youwant to get people thinking along the samelinesasthenextstepinthefunnel.Agitatetheproblemyourbusinesssolvesforthem.Usethequizquestionstohelpthemrememberhowmuchtheyhateweedsintheirlawnorbeingrejectedbywomen.OnetechniqueIlovetouseistoframe

thefirstquestionlikethis:

Fig11.1:Asimplepre-framequizbeforesomeonejoinsyouremaillist.

Ifyourequirepeopletoopt-in(giveyouanemailaddress)togettheirquizresults,you’vekilledtwobirdswithonestone.Theprospecthasmovedthroughboththepre-frameandthequalifysubscribersphasesinthefunnel.Thenyoutrytoqualifyhimasabuyerbymakinganofferimmediatelyafterheopts-in.

Now,youmaybewonderinghowmanyquestionstoincludeandhowtogetpeople to staywith the quiz all theway to the end. I like to use three or fourquestions,andInumbereachonesotheyknowhowmuchfarthertheyhavetogo(Step1of4,Step2of4…).Idoknowsomecompaniesthatuseuptotwentyquestionsormore in theirquizzeswithgreat success. Just likeeverythingelse,thisissomethingyoumightwanttotestouttodeterminewhatisrightforyouruniquemarket.

Anothergreatreasontousequizzesisthatyoucansegmentyouraudienceaccordingtotheiranswers.Youmightask,“Doyouhaveadogoracat?”Thenyousegmentyourlistaccordingtotheresponses.Withsophisticatedquizprograms,youcanevenhavethesubsequent questions match the two segments. So, your next question to the “dog”segmentofrespondersmightbe,“Howoldisyourdog?”Thenofferanswerchoiceslikezerotoone,underfiveyears,undertenyears,overtenyears,etc.Howdoesthishelpyousellmorepet food?Well,puppiesneeddifferentnutrition thanolderdogs. Ifyouknowhowoldtheirdogis,youcansellthemexactlytherighttypeoffood.Also,ifyouknowthequiztakerhasadog,notacat,theadonthenextpageshouldpictureadog.Thequizhelpsyousegmentyourbuyers,aswellaspre-frameyouroffer.

FIG11.2:Quizzesaregreattoolsforengagingyouraudienceandgettingtheirbrainsprimedforyoursalespage.

Articles:Ilovetousearticlesasapre-frameforcoldtrafficcomingfromabannerad.Thesecanbearticlesonyourwebsite,butIfindthey’remoreeffectiveiftheyappearonsomeoneelse’ssite.It’slikeathird-partyendorsement.Here’showitworks.

Someone clicks your banner ad and lands on a website with a pre-framearticle.Itmightbeacasestudyofhowyouhelpedanindividualsolveaproblem.It might be an article about how your product works. Or it might not haveanything to do with you specifically, but it sets up the problem and what isrequiredtosolvethatproblem.

Then you add a call to action somewhere on the page.A call to action issimply where you ask the reader to do something: click here to learn more,subscribetoday,getyourfreesamplehere.Inanarticle,thecalltoactioncanbeasimplelinkinsidethetext,abigbuttonatthebottomofthearticle,aphotowithalink,oracombinationofthese.

Now,don’tbeunethicalhere.Forawhile,manyInternetmarketersusedthistechniquesuccessfullywithfakenewssitesandfakeblogsthat theycontrolled.TheFTCcrackeddownonthatpractice,andyoureallydon’twantthemonyourcase.Uselegitimatearticlesonlegitimatewebsites.Encourageoneofyourbeststudents towriteanarticleaboutyou, thenuse thatas the landingpagepeoplewillseeoncetheyclickonabannerad.

News: Anything that’s news or is perceived as news commands moreattention than other readingmatter. Our brains are programmed to pay specialattention to anything that might be a threat. This is why everything on theeveningnewsisa“SpecialAlert”or“DisasterUpdate.”Eachheadlineisphrasedto get our attention and convince us a developing event is sure to destroy theworldasweknow it. Ifyourpre-frame isattachedsomehow toacurrentnews

story,you’llautomatically receive abump in attention for as longas that storycontinuestodominatethenews.Forexample,ifyoumanagetotieyourmessageto anupcomingelectionornatural disaster, peoplewill see the connection andpaymore attention toyouas a result.Thedownside to this strategy is that therecognitioncanbeshortlived.However,theupsidecanbeamassiveupsurgeintrafficwhilethestoryishot.

Youcanalsodesignthewebpagetolooklikeanewspage.Itmighthaveaspecialbarwithaheadlineonthebottomorasidebarwitharelevantsidestory.Marketers have found that just formatting their content to look like news canincreasetheircredibilityandpre-frametheiroffersnicely.Again,don’tgocrazywiththisstrategy,oryou’llhavetheFTConyourcase.Besides,it’sjustbadforbusiness.Beethical.Tellthetruth.

Fig11.3:Articlesonnewssiteslendafeelingofauthoritytoyourproductsandservices.

Blogs:Ablogpostcanbeused topre-framemostany topic.Forexample,maybeyouworkinacrowdedindustrywithmanycompetitorswhoallprovidebasically the same solution.You couldwrite a blogpost explaininghoweveryothercompanyisthesame,whileyoursisdifferentandbetter.Youmightwritethearticleyourselfandpostitonyourblog.Butyou’llprobablygetbetterresultsif youguest post it on someone else’s blog, preferably ahigh-traffic blogwithlots of visitors in your targetmarket.Better yet, have the blog author post thearticleintheirnamesothatyouarenotseeminglytiedtoitatall.Ididthisonce

with a successful student in the “make-money-online”market. I asked him towrite anarticledetailinghis experienceusingmyproducts.Headdeda link toouroffer,andwedroveFacebooktraffictohisblogpost.Thecampaignworkedgreat. It was engineered as a pre-frame, but the content was 100% true andethical.

Videos: YouTube videos make great pre-frame material, especially fortestimonials.Thevideoshouldagitatetheproblemforthevieweroreducatethemonsomeprocessoridea.Thegoalistomakethemdesirethesolutionyouoffer.Again,havethevideoappearonsomeoneelse’schannelanddrivetrafficthere.Then includecalls toaction thatmovepeople toyouroffer.Thecalls toactionmightbelinksinthedescriptionorcomments,somepre-rollorpost-rollfootage,orevenannotationsinthevideo.

Email:Pre-framingwithemailworkswellwhenyoubuyasoloadoruseJVpartners to endorse you to their lists. Nomatter whose list you’re mailing to,you’reessentiallyborrowingtheircredibilitytopre-frameyouasagreatpersonor to pre-frame your offer as a great solution. Once the pre-frame isaccomplished,thecalltoactionisalinkintheemailthatreaderscanclickontogettoyouroffer.Withdirectmail,thisisdonewithaliftletterwheretheownerofthelistwritesanintroductiontellinghispeoplehowgreatyouareorhowwellyour productworks. JV partners or affiliates do the same thingwith email bywritinganintroductionforyouoryouroffer.

Fig11.4:Presellpageseducatethevisitorbeforetheylandonyoursalespage.

Presell Pages: Sometimes you have to educate people before you sell tothem.Apresell page tells a story. It’s a longer articleused togivebackgroundinformation or education that prospects might need. Once they have thisinformation,theyareintherightframeofmindtounderstandandbuytheoffer.For example, maybe you sell email marketing software, but some of yourprospectsdon’t knowwhat emailmarketing is orwhy their businessesneed it.Youmightsendthemtoapresellpageonyourwebsitethatexplainsexactlyhowemailmarketinghelpsgrowbusinesses.Thenyouaddacalltoaction,whichwilltakethemtoyourproductoffer.Thisstrategyworksgreatforaffiliateswhowantto warm up the prospect before sending them straight over to someone else’ssalespage.

QUALIFYINGSUBSCRIBERSThenextphase is toqualifyyour subscribers.Remember thegoalhere is simply togetpeopletoopt-intoyourlist,subscribetoyournewsletter,orrequestafreeofferyou’veputinfrontofthem.You’reseparatingoutthecasualvisitorsfromthepeoplewhoarewillingtotradetheiremailaddressesinreturnformoreinformation.

Pop-Ups:Rememberyearsagowhenthoseannoyinglittleboxespoppeduponyourscreenalmostevery timeyouvisitedawebsite?“Congratulations!Youjustwon…blah,blah,blah.”Theymayhavebeenannoying,but theyworkedlike crazy to get people to opt in to a list. Thanks to pop-up blockers and adblockers, thismethod became almost obsolete for years, andmarketers all butabandonedthem.Butrecentlynewtypesofpop-upshavebeencreatedthataren’taseasilyblocked,andwe’refindingthatthesepop-upsarebecomingagoodtoolforbuildingalistinmanysituations.Thebiggerproblemisthatsomeadvertisers(likeGoogleandFacebook)won’tapproveadsthatgotopageswithpop-ups.Sothismethoddoesn’tworkall thetime,butpop-upscanbepowerful toolsundertherightcircumstances.

Fig11.5:Pop-upscanstillbeeffectiveifusedcarefully.

SqueezePage:Thesqueezepageisthesimplestwaytoqualifysubscribers.Itwasdevelopedasaway to increasesubscriberswithoutusingpop-ups. It’sasimpleopt-inpage that requirespeople togiveyoutheiremailaddresses togetaccesstosomethingonthenextpage(i.e.,afreereportorafreevideo).Theonlychoicesonthepagearetosubscribeorleave.Themagicofasqueezepageisthecompletelackofdistractions.Therearenoadstolookatandnonavigationmenutabstoclick.Peopleareforcedtofocusonyourmost importantmessage—theonemessageyouwant togive them.And theyhave tomakeadecision: eithergiveyoutheiremailaddressorleavethepage.

Fig11.6:Asqueezepagehasonlyonegoal—togetthevisitortosubscribeorrequestinformation.

SqueezePop:Thesqueezepopisawaytogetpeopletojoinyourlistviaabuttononyourblogorotherwebpages.Whentheyclickonthatbutton,uppopsasqueeze-page-stylepop-up.Ifavisitorgivesyoutheiremailaddress, theyaretakentothenextpage.Squeezepopbuttonsaregreatbecauseyoucanplacetheminatonofplaces,placeswhereyoutraditionallywouldn’tbeabletogetopt-ins,likearticlesandblogposts.

Fig11.7:Asqueeze-popcombinesaclickablebuttonwithapop-upwebform.

Free-Plus-Shipping, Two-Step Form: This type of web form takesadvantage of buyer psychology and combines the “qualify subscribers” and

“qualify buyers” steps into one sequence. Step one qualifies subscribers byasking for contact information (including email addresses). Step two qualifiesbuyers by asking for credit card information, usually to cover shipping costs.Thatishowmycompanystructuresmostofourfree-plus-shippingoffers.

Fig11.8:Atwo-stepwebformallowsyoutocollectanameandemailaddressonsteponeandcreditcardinformationonsteptwo.

Anyonewhofillsoutsteponeofthisformisautomaticallyaddedtoanemaillistandisqualifiedasasubscriber—evenifhedoesn’tfilloutsteptwo.

WebinarRegistration:We often use free webinars as a way to generateleads.Whenpeopleregisterforthewebinar,theynaturallyneedtogiveyoutheiremailaddressesbecauseyouneedtosendthemdetailsaboutthewebinar.Ifit’sanautomatedwebinar,theypickwhichdaytheywanttowatch,fillintheiremail,andBoom!Anewsubscriber isonyour list.Andbecause theysignedupforawebinar,they’llbelookingforyouremail.

Fig11.9:Webinarregistrationsareanaturalwaytocollectemailaddressesbecausepeopleexpectyoutosendthemmoreinformationaboutthewebinarvia

email.

FreeAccount:Signingpeopleup fora freeaccountworksespeciallywellwith software andmembershipprograms.Create amembership site, or a “lite”versionofyoursoftware,andgiveit topeopleforfree.Whenvisitorscreateanaccounttogetaccesstothemembershiporthesoftware,theyareaddedtoyoursubscriber list. Often times, these types of pages are very similar to squeezepages,butbecausetheyareactually“creatinganaccount,”youcangetalotmoreinformationandstillkeepyourconversionshigh.

Fig11.10:Freeaccountsallowyoutocollectmorepersonalinformationaboutasubscriberlikephysicaladdressandphonenumber.

ExitPop:Anexitpopis,notsurprisingly,alast-chancepop-upafterpeopleclickawayfromyoursite.Itasksifthey’resuretheyreallywanttoleavewithoutsubscribing. You may even make a special offer to people if they decide to

subscribebefore theyclose theexitpop.Oncepeople leaveyour site, there’sagoodchancethey’llnevercomeback.So,youcanaffordtoannoythemalittlebitwithanexitpop.Itmaybeyourlastchancetokeepthemengagedwithyou.

Fig11.11:Youcanuseexitpopsasafinalappealtothevisitortogiveyoutheiremailaddress.

QUALIFYINGBUYERSWhenwequalifybuyers, remember that thegoal is togetpeople topullout theircreditcardsandactuallypayforsomething.Thefirstpurchaseisthehardesttoget,soit’sbesttooffersomethingofvalueforavery lowprice.Then,youcanguidebuyersup theValueLadderassoonasyoucan.Herearemyfavoritewaystoqualifybuyers:

Free-Plus-Shipping:Thisismyfavoritewaytoqualifybuyers(asyou’llseeinSecret#13). Ifyoucreateagreatproductandgive it away for free, it is theperfect bait and gets one of your products into the hands of a new customer.Thereisnobetterwaythanafree-plus-shippingoffer toprovidevalueupfrontandgetthebuyerinterestedinascending.Ifeellikethistacticisthebestwaytofindoutwhichofyoursubscribersarealsobuyers.

Trial:Avery low-cost trialoffer isagreatwaytogetpeople toraise theirhands and tell you that they’re buyers. The easiest and most popular trial isofferedforonedollar.Then,youbillthemafewdayslaterforthefullamount—if theywant to keep the product. To receive the trial, a visitormust pull theircredit card out of theirwallet and prove they are a buyer.Thisworks best for

items you don’t have to ship, like digital downloads, software, ormembershipsites.

Tripwire:Tripwiresaresmalleroffersusedtogetbuyersinthedoor.Theyareoftena“splinter”ofyourcoreproduct.Forexample,youmightpulloutonemodule or one of the training sessions and offer it for a huge discount. RyanDeiss andPerryBelchermade this technique popular.They usually use a verylow-costofferofaroundsevendollarsperitem.Thesecanbephysicalproductsordigitaldownloads,dependingonyourmarket.

Self-LiquidatingOffers (SLO): These types of offers are usually a littlemore expensive—between thirty-seven and ninety-seven dollars. Often times,withfree-plus-shipping,trials,andtripwireoffers,youmayactuallylosemoneyinitially, although through your upsells you can often break even.With a self-liquidating offer, on the other hand, the goal is to have the frontend productliquidateyouradcostssothatyourupsellscanbecomepureprofit.

StraightSale:Thisisjustaregularsaleofahigh-ticketitem,fromninety-seven to five thousanddollarsorhigher. Itusually takesa littlemoreselling toconverttheseoffers,sowetypicallyonlyintroducethisoptiontopeoplewhoareinourwarmmarketorwhohavegonethroughourinitialfunnels.Itusuallytakesa stronger bond with the Attractive Character before people will make theselargerinvestments.

Manypeopleaskmewhattypeofoffertheyshouldusetoqualifytheirbuyers.Mostofthetime,Iliketousethefree-plus-shippingoffertoqualifymybuyers,butitdoesn’talwayswork.Wetriedthiswithourneuropathysupplement,andthenumbersneverquiteworkedout.Sowechangedit toastraightsale,anditworkedgreat.Sometimesyoutrysomething that doesn’twork, so you change the offer. Simply shift to one of the otherbuildingblocks, andyoucouldhave awinner.Youhave to test eachproduct.Differentmarketsresponddifferently,sodon’tgiveuponfindinginterestedbuyerstoosoon.

IDENTIFYHYPERACTIVEBUYERSTofigureoutwhichcustomersarehyperactivebuyersatthepointofsale,Ineedtoofferan upsell immediately after I qualify them with a low-cost or free offer. Here are myfavoritewaystodothat:

Bumps:Theseare the littleoffersweaddon toourorder forms,and theyhave completely transformed our business. This concept is very similar to theexperience you have in a grocery store checkout line.You see the candy bars,gum,andotherlittlethingsthatarealltooeasytothrowinwithyourorder.Myteamdoesasimilarthingwithourorder-formbumps.Withtwolinesoftextandacheckbox,weareoftenabletogetupto40%ofourbuyerstoupgradeandpayanextrathirty-sevendollarsormoreatthepointofsale.

Fig11.12:Bumpsareasubtlewaytoincreasesales(sometimesdramatically).Justmakeasimplediscountofferwithacheckboxontheorderform.

One-Time Offers (OTOs): After someone has purchased any of yourfrontendoffers,youcanmakethemaspecial,onetimeoffer.ThebestOTOsareproductsthatwillcomplementtheinitialpurchase.Oftenwe’llmaketwotothreeseparateoffers topeople after theybuy, as longas the sequenceofoffers addsmorevaluetotheinitialoffer.

Fig11.13:OneTimeOffers(OTOs)appearaftersomeonehaspurchasedyourfirstoffer.Thesearespecialdealstheycanonlygetiftheyactrightaway.

Downsales: If thebuyer saysno to theOTO,youcandownsell themwitheither adifferentproductor apaymentplanoptionon theoriginaloffer.Don’tgiveupjustbecausetheysaidnotopayingthefullamountallatonce.Oftenwefind thatup to20%ofpeoplewhosayno to thespecialofferwillsayyes toapayment-planversiononadownsell.

AffiliateRecommendations:Theserecommendationstypicallyhappenafterbuyersfinishgoingthroughmyupsale/downsalesequeneceandhavelandedonthe“thankyou”pageinmyfunnel.Onthispage,Iwillusuallythankbuyersfororderingandthenlinktootheroffersthatwouldlikelyservethem.

Let’sReview:Doyouseehowtheseblocksworktobuildasystemthatbenefitsyourcompany?Simplygothrougheachphaseinthefunnelandchoosewhichblockyouwanttotry.You’llsoondiscovertheonesthatworkbestinyourmarket,andyou’llrelyonthemover and over.But don’t forget to test out some of the alternatives now and then.Youneverknowwhenastraightsalewillbeatoutatrialforaparticularoffer—unlessyoutestit.Iencourageyoutosplittestdifferentblocksforallyouroffers.Iknowsplittestingcanbeintimidatingforsome,andthesoftwarecanbeexpensive.ButIthinkit’ssoimportantto the long-term growth of your business that we included simple split testing optionsinsideClickFunnelstomakeitsupereasy.

UpNext:Newideasforbuildingblocksarebeingdevelopedall the time,but theselisted above are themost common andmost effective, I’ve found.Now that you know

whattheblocksare,wecanstartbuildingactualfunnels.

In the next chapter, I’m going to discuss which types of funnels we use on thefrontendofourValueLadders, theonesweuse in themiddle,and thoseweuse for thebackend.Understanding thiswill help you to better understand how to use each of thefunnelsIwillbegivingyoulater.

SECRET#12:

FRONTENDVS.BACKENDFUNNELS

Nowthatyouknowthebuildingblocks,allyouhavetodotobuildyourownfunnelsisputthemtogether.Youcancombinethemanywayyoulike,butIhaveseventestedandproven funnels that I use all the time with my mastermind clients and with my owncompanies.Weusethemoverandoverandoveragain,andtheywork.Insection4,you’regoingtolearnhoweachofthesefunnelsfunctions.Butbeforewegothere,youneedtoseehowweusedifferentfunnelsfordifferentstepsontheValueLadder.Funnelshaveapsychology behind them, and you need to use a different psychological approach for alow-priced,introductoryproductvs.ahigh-ticketpackage.

Product Awareness Continuum: The basic psychology goes back to the productawareness continuum we discussed when we were talking about traffic temperature inSecret#9.

Fig12.2:Howyouspeaktoyourprospectsdependsonwheretheyareontheproductawarenesscontinuum.

Coldtrafficisprobablyonlyawareoftheproblemtheyarefacing.Theydon’tknow

1.

2.

3.

youoryourproducts, so theyneed tostartat the frontof theValueLadderwitha low-level funnel, like a Free-Plus-Shipping or Self-Liquidating-Offer Funnel. These funnelsare proven towork on cold traffic, peoplewho don’t know you or the solution you’reproviding.

Thesepotentialcustomerswillstarttowarmuptoyouaftertheystartgoingthroughyourcommunicationfunnel—buildingabondwith theAttractiveCharacter.As theydo,youcanstartintroducingbiggerticketproductsthroughthefunnelsweuseinthemiddleoftheValueLadder. I like to sell thesemid-pricedoffers using aPerfectWebinarFunnel,InvisibleFunnel,orProduct-LaunchFunnel.Eachofthesetakesthetimetogointomoredetailaboutthesolutionyou’reprovidingwithyourproduct,sothesalesfunnelisalittledifferent.

Hottrafficalreadyknowsyou,likesyou,andtrustsyou.Theyknowyourproducts,soit’stimetodirectthemtothebackendasyoufocusonthehighestlevelofserviceyoucanoffer.Because theseoffershaveagreaterprice,youprobablyaren’tgoing tobeable toclosemanysalesusingonlinemethodsalone.Youneedtochangethesellingenvironmentandgettheprospectonthephoneortoaliveevent.MyfavoritefunnelformovingpeoplefromthecomputertothephoneistheHigh-Ticket,Two-StepFunnel.

In the upcoming chapters, I’m also includingmy favorite sales scripts to help youwrite the sales letters andvideosyou’ll need to include inyour funnels.You’llwant totweak thembyadding in thedetails foryourcompanyandyourmarket.Thinkof thesescriptslikeaframework—alltheelementsyouneedarethere,andyousimplyaddinthedetails.

Before we go through these funnels and scripts, there are a few things to keep inmind:

Thesefunnelsstartonthelandingpage.Theydonotcoverthetraffictemperatureorthepre-framebridge.Theyarethesalesmechanismsdesignedtomoveapersonfrombeingacompletelyanonymousvisitortobecomingapayingcustomer.Trafficandpre-frameareimportantelements,too,sobesuretoconsiderthemcarefullywhendecidingwhichfunneltouse.

Whenyou’rereadyto“ageandascend”customersonyourValueLadder,allyouhavetodoiscreateanewfunnel.Thepeopleyouageandascendwillnowbeconsideredwarmtraffic,soyoucantreatthemlikeoldfriendsandapproachyourfunnelsfromthatperspective.

3.Someofthesefunnelsandscriptsareshortandsweet.Someareverylongandinvolved.Generally,thehigherupontheValueLadderyouare,themoresellingyouhavetodoandthelongeryourscriptwillbe.Although,ifyouhavehottraffic,youcansometimesgetawaywithalessinvolvedscript.

THEBIGPICTURE

Fig12.3:ThecorefunnelmovespeoplefromthetrafficstageallthewayuptheValueLadder.

Beforewemoveontotheindividualfunnels, let’szoomoutandlookatthebigpicture,how everything we’ve talked about so far ties together. Figure 12.3 shows the overallframeworkofeachofourcompanies.

Trafficthatwecontrol,wedrivetoasqueezepage.Trafficthatwedon’tcontrol,wedrive to a blog where the top third of the page collects email addresses. As soon assomeonejoins,througheitherofthosesources,theybecometrafficthatweown,andwestartsendingthemtheSoapOperaSequencesothattheycanbuildarelationshipwiththeAttractiveCharacter.Whenthatsequenceisdone,westartsendingdailySeinfeldemailstohelpthemascendthroughtheotherofferingsonourValueLadder.

Now,immediatelyafterapersonjoinsmylist,througheitherthesqueezepageortheblog,theyaretakentomyfirstfrontendoffer.ThisistheofferIusetoqualifymybuyers.Thosewhopurchasethatproductwillimmediatelyseeafewpoint-of-saleupsells.

After that initial transaction is over, my email sequences will start to encouragepeopletopurchaseotherproductsastheyascendmyValueLadderandjoinmycontinuityprograms.IwillusedifferenttypesoffunnelstosellpeopledifferentproductsintheValueLadder.

Figure12.3showsyoutheoverviewofeverythingwe’vediscussedsofaratahigherlevel.ThisishowIviewcompanieswhenIfirststartworkingwiththem.AfterIseewhatabusiness looks like from thishighlevelview, Icaneasilyseewhat isbrokenand thendiveintothespecificstogettheresultstheownerswantandneed.

Iencourageyoutotakewhatyou’velearnedsofar,alongwithwhatyouarecurrentlydoinginyourcompany,andusethisimagetofindyourholes.Determinewhatyouneedtochangeorcreateinordertobuildyoursolidfoundation.

SECRET#13:

THEBESTBAIT

I have one last thing to share with you before I give you access to my seven provenfunnels.I thinkifyouunderstandthisonecrucialconcept, itwillchangehowyoubuildyoursalesfunnels.WhenIdiscoveredwhatIamabout toshare, it literallychangedmycompany overnight. Iwent frommaking about thirty thousand dollars a year online tomakingoversevenfiguresinlessthaneighteenmonths.

THEONE-HUNDRED-VISITORTESTBackwhenIwastwelveyearsoldandanewlyaddictedjunkmailcollector,Iremembercalling1-800numberseverydayandorderingfreeinformation.Itdidn’tmatterwhattheinformation was about—it was free and I wanted it. Free samples and free trials areeverywhere,onlineandoff.Why?Becausetheyworklikecrazytogetpeople’sattention.Humansjustcan’tresistthewordFREE.

If you haven’t read the book Predictably Irrational by Dan Ariely, I highlyrecommend you pick up a copy and read it. In this book, the author talks about anexperimentstudyingtheeffectsofthewordfreeonbuyingbehavior.

Youcanreadabouttheentireexperimentinhisbook,buthere’stherelevantpartforthischapter:ResearchersofferedagroupofstudentsaLindtTrufflefortwenty-sixcents

and aHershey’sKiss for one cent and thenobservedbuyingbehavior.They found thatabout 40%of participantswent for theKiss,while 40%chose theLindtTruffle.Whenresearchers dropped the price of both chocolates by one cent, suddenly 90% of thestudents took thefreeKiss,even though therelativepricebetween the twowasstill thesame.Researchersalso ran tests inwhich they lowered theprice from twocents toonecent tosee if it increaseddemandfor theKiss,but itdidn’t.They ranother testswheretheyloweredthepricefromfreetonegativeonecent,buttheystilldidn’tseeanychangesin buying behavior. They ran this same experiment over and over on college students,children,olderadults,andmore,yettheresultsstayedthesame.Therewaspowerinfree!

I thought that was a pretty cool concept, and it got me excited to implement thisconcept inmycompany. I askedmyself,Howcan Ioffer something inmybusiness forfree? If everyone inmy industry ormy town is offeringdiscountedproducts, but I canoffermineforfree,suddenlythemajorityofpeoplearegoingtochooseme.So,howcanIstructuremyoffertogivesomethingawayforfree?

IstartedtryingthingsoutandtestingtheresultstoseewhichoffersIcouldgiveawaytogetthebiggestresponse.

Eventually, I came up with my own experiment to test the effects of offeringsomethingforfree.IcallitmyOne-Hundred-VisitorTest.Iranitmanytimesindifferentenvironments with different target audiences and products, and the results were prettyconsistentinalmosteverytestweran.Whileweranthistestwithhundredsofthousandsofwebsite visitors, I broke it down and simplified the findings to showwhat our corenumberslookedlikeforeveryhundredvisitorswesentthroughthistestfunnel.

Here’s how it worked: I sent one hundred people to a website where they couldpurchaseaproduct.Theproductwasofferedfor$197.Wepaidatalentedcopywriterandtested different pitches until we got a high-converting page. After all the testing andtweaking,wewoundupgettingabout1%ofcoldtraffictoconvertandbuytheproduct.So,foreveryonehundredvisitors,wemade$197,andwegotonenewcustomeronourlist.Mostmarketerswouldconsiderthatresultaboutaverage.

Thenwestartedshiftingthingsaroundandexperimentedwithofferingsomethingforfree.Wewantedtoseehowthisnewofferwouldchangethemetricsandourincome.So,wesplinteredoffoneofthebestpartsofourproductandputitintoaformwecouldshiptoourcustomers for free if they’dhelpcover the shippingcosts.Weoffered toput thisinformationonaCD,aDVD,orabook.Afterpeoplesignedupforthefree-plus-shippingoffer,thenwe’dimmediatelyupsellthemonthesame$197productweweretryingtosellbefore. I figured Iwould losemoneybecause Iwasmakingpeoplepullout their creditcardsandbuythefree-plus-shippingofferbeforetheyevensawthe$197offer.Imean,ifonly one-tenth of potential customers ever even saw the $197 offer, logically I shouldmakelessmoney,right?

Here’swhathappened:Wesentpeople to thewebsite, andonaverage, awhopping8%ofpeoplepurchased the free-plus-shippingoffer. (Remember, that’sup from1%onthe original page. And the free-plus-shipping page needed almost NO copy to sell,whereasontheoriginal$197page,wehadtoincludereallyconvincingtexttopersuade

peopletobuy.)

Now,thisiswherethemagichappens.BecausethecustomerhadALREADYpulledacredit card out of their wallet and made a commitment towards the concept we wereselling,about25%offree-plus-shippingcustomersboughttheupselloffer.Thatmeanswemade$394peronehundredvisitors, andwegot eight newbuyersonour list. I almostdoubledmymoneyandgotseventimesmorecustomersbyaddinginafree-plus-shippingoffer!Prettycool,huh?

Idon’tknowwhatitisaboutbuyerpsychology,butonceyougetsomeonetosaythefirst yes, it’s somuch easier to get the second yes. It’s a slippery slope.You get themstartedbysayingyestoasmallthing,thentheyaremuchmorelikelytosayyestoalargerthinglater.

Peopleaskmeiftheycanjustsell(orjustgiveaway)adigitalproductinsteadofthefree-plus-shippingoffer.Theanswerisyes,youcan,butyouaremissingoutonsomeverypowerfulthings.Iliketomakethefreeofferphysicalbecauseitgivesmetheabilitytousethewordfree,whilealsorequiringtheinterestedcustomertopullouttheircreditcardtopayforshippingandqualifyasabuyer. If Idecide tosell thisasadigitalproductforasmallprice,thenIlosethepoweroffree.AndifIjustgiveitawayfreedigitally, thenIlose thepowerofqualifying thebuyerwhentheypay theshippingcosts. Ialso lose theabilitytodoaone-clickupsellonthenextpage.Doesthatmakesense?

Over the years, this concept has continued to evolve, as you’ll see in the comingchaptersshowingyouthefunnels.Myteamstartedaddingmultipleupsellsaftertheinitialfree-plus-shippingoffer, andwesawahuge increase in revenues.Wealsocreated salesscripts that work almost universally across most of the markets we’ve tested them in.You’llgettolearnmoreaboutthosefunnelsandscriptsandtheevolutionofourprocessinthenextsectionofthisbook.However, thebiggestadvancementwestumbleduponwastheorderformbump.Letmeexplainhowitworks.

THEFREE-PLUS-SHIPPINGORDERFORMBUMPAfter many initial tests, we started testing our free-plus-shipping concept against ourthirty-seven dollar products. What we found is so simple, yet it has been one of ourbiggestsecretstoincreasingourfrontendrevenuewithalmostnoeffort.

Wetookourthirty-sevendollarproductsandtestedthemagainstafreeCD—asimpleaudiorecordingteachingoneofthemostexcitingconceptsfromtheproduct.Westarteddrivingtraffictobothlandingpages,andwefoundthat,onaverage,wecouldgetaboutthreetimesasmanycustomerstopayshippingforthefreeCD.

So,wehadthreetimesasmanycustomersfollowingthe“free”routeandthatmeantthreetimesasmanypeoplewerenowseeingourupsellpath.Butweweremissingoutongettingourforty-sevendollarproductintothehandsofourcustomersandlosingtheextraup-front revenue from this frontend product. In other words, we were getting morefrontendcustomers,butouraveragecartvalue(howmuchmoneyyouaveragefromeach

personwhogoesthroughyourfunnel)waslower,makingourrevenuecomeoutaboutthesame.

Fig13.1a:Orderformbumpstakeaboutfiveminutestoimplementandcandramaticallyimproveyourbottomline.

And that’swhenwediscovered theorder form“bump.”Wefound thatbyaddingasmall boxon theorder formAFTER someone fills in their credit card information, butBEFOREtheyclickonthesubmitbuttonworkedmiracles.Thesmallboxofferedtoaddthe thirty-seven dollar product on to the order.Wewound upwith an average of about34%ofourcustomersaddingthethirty-sevendollarproducttotheirorder!

Thismeantthatbyusingafree-plus-shippingoffer,weimmediatelygotthreetimesasmany customers, and by adding the forty-seven dollar order formbumpoffer,wewerealso able to get about one out of every three people to also order themore expensivefrontendproduct.ThisnewtacticgaveusalmosttheEXACTsamefrontendrevenue,butitbroughtthreetimesmorepeoplethroughourupsellflow.

Thislittlesecrethasallowedustospendmorethanourcompetitorsinalmosteverymarket we’ve ever entered. Even if you don’t use a free-plus-shipping offer on yourfrontend (and I think you’re crazy if you don’t), adding this order formbump to everyorderformwilldramaticallyincreaseyourcartvaluewithalmostzeroeffort.

DOTCOMSECRETSLABS

Fig13.2:Thisisarealexampleofafree-plus-shippingoffer“wemadeonmybook108ProvenSplitTestWinners.

Let’s lookata real-worldexampleof the free-plus-shippingprinciples inaction.On thepageshowninfigure13.2,peoplecangetafreephysicalbooktitled108ProvenSplitTestWinners. It’s one of the best products I’ve ever created, and I was originally going tocharge $997 for it.But after fightingwithmyself for a fewweeks, I finally decided tofollowmyownadvice.InsteadofchargingtheamountIthoughtitwasworth,Iresolvedtoget it into thehandsofasmanypeopleaspossible.SoImadeitafree-plus-shippingoffer.IknewwhenIcreateditthatanyonewhogotthisproductintheirhandswouldbearavingRussellBrunsonfanfortherestoftheir lifeandwouldwanttoascendmyValueLadder.Ontheorderformweaddeda“bump”forourConversionKrushertemplateforjustthirty-sevendollars.Thenaftersomeonepurchasedthebook,ourfirstupsellwasourInstantTrafficHacksproductfor$197,oursecondupsellwasmyPerfectWebinarproductfor$297,andourlastupsellwasmyHigh-TicketSecretsprogramfor$997.Westartedtodrivetrafficto“sell”myfreebook,andtheresultsthatcamebackwereamazing.Foreachfreebookwegaveaway,weaveragedaboutsixty-sixdollarsinimmediaterevenuefromtheupsells!

Withnumberslikethat,justthinkhowmuchmoreIcanspendtoacquirecustomers.And once we acquire someone as a customer, we continue to lead them up our ValueLaddertootherproductsandservices.Sotherevenueonlycontinuestogrow.

HOWDOESTHISWORKIFYOU’REAN…Author,Coach,orConsultant:Thinkofthemostamazingresultsyoucouldgetforyourclients, the one thing that would really solve their biggest problem, and put theinformationintoabook,CD,orDVD.Youmayhesitateandfeelsomeresistancetothissuggestion.Manypeoplethink,Ohno,Ican’tgivethataway…it’smysecretsauce!Trustme.Giveitawayforfree,andyou’llreapthebenefitsonthebackend.

eCommerce Business: Tailor this concept to your space. For example, if you’reselling something like birdcages, you could give away a CD titledHow to Teach YourParrottoTalk.Or,maybeyousellcustomsuits;youcouldofferfreecufflinks.Seehowthisworks?

NetworkMarketer: For this niche, you could create aCDorDVD showing yoursecretmethodoffindingleadsorconvertingthemintodistributors.Youcanthenusethisbaittoattractpeoplewhoarealreadyinterestedinnetworkmarketingandwhoyouknowwillmakegreatdistributorsforyourteam.

AffiliateMarketer:Create your own informationalCDorDVD to give away andbuild your own list and then sell other people’s offers on the backend. You can eveninterview someonewithmoreknowledge about the industry for your free-plus-shippingoffer.

OfflineBusinessOwner:Thinkaboutyourbusiness and theproblemsyouhelp tosolve.Figureoutthebiggestproblemforyourpotentialcustomersandshareyouruniquesolution.RecordthatsolutiononaCDorDVDandgiveitawayasafree-plus-shippingoffer.Orfindaphysicalproductyoucanofferforfree-plus-shipping—anythingthatwillattractconsumersandgetbuyersintoyourValueLadder.

Let’sReview:Thesecret toconvertingcold traffic is leveraging thepowerof free.Whatever you’re sharing in your free-plus-shipping offer, it can’t be boring, generalknowledge.Ithastobeunique,sexy,orfun—themoreunique,thebetter.Usingfree-plus-shippingoffers is the fastestway toqualifyyourbuyersandgetpeople intoyourValueLadder.Remember,ifsomeoneisn’twillingtopulloutacreditcardandpayafewbucksforshippingonyourproduct,thentheyprobablyaren’tgoingtobuyyourotherproductseither.

UpNext:Nowthatwe’vecoveredallthestrategybehindValueLaddersandhowtoturnthoseintosalesfunnels,wouldyouliketoseethesevencoresalesfunnelsweuseinourcompanies,aswellastheexactscriptsweusetoselleachofthoseproducts?Inthenext section, I will be revealing the nuts and bolts behind building your winningcampaigns.

SECTIONFOUR:FUNNELSANDSCRIPTS

IMPORTANTNOTE

Before we start this section, I want to point out that each of these funnels, and theiraccompanyingscripts,serveadifferentpurpose.IuseallofthematdifferentpointsinourcompanyandatdifferentlevelsofourValueLadder.Ialsowanttomentionthatboththesalesfunnelsandthescriptsarejustaframeworkthatformastartingpoint.Oncewegetthebasicframeworkofafunnelworking,weaddonothercomponentstogrowit intoalarger, more complete sales funnel. For example, for the Free-Plus-Shipping Funnel Idescribedinthelastchapter,weaddedanorderformbumpaswellasthreeupsellsorone-timeoffers(OTOs)tobuildthefinalfunnel.

ThescriptsI’mgivingyouinthissectionarealsojustaframework.Youneedtoaddinyourpersonality, theelementsofyourAttractiveCharacter thatwillmakethesestaticscripts come to life. So use these funnels and scripts as the starting point, but don’t beafraidtotweakthemforyourcompany’sneeds.

OneofthebiggestquestionsIgetaboutfunnelsisthis:HowintheworlddoIactuallybuild these out so they all flow together theway they’re supposed to? I don’twant thetechnology factor to get in theway of implementingwhat you’ve learned in this book.EachofthefunnelsI’mabouttoshowyoucaneasilybebuiltoutinClickFunnels.com.Insection5,youwillgetafulltutorialonhowtouseClickFunnelstobuildoutthesefunnels.

FRONTENDFUNNELS

FUNNEL#1:

TWO-STEP,FREE-PLUS-SHIPPING

The Two-Step Funnel works really well for the free-plus-shipping offers we discussedearlier.ThefirstpagetypicallyhasavideousingtheWho,What,Why,Howscriptyou’llsee below. Then the page asks visitors, “Where should I ship this?” They fill out theshippingaddress form(that’s stepone)and thenmoveon tostep twowhere they fill incredit card information for the shipping and handling charge. It’s important that youmention on the first page that the buyers will be charged for shipping and handling.Otherwise, it’sveryunethical, andyou’llupsetyourcustomersbefore theyevenhaveachance to get into your Value Ladder, which is never a good idea. As we mentionedbefore, adding an order form bump on step two is a great way to increase frontendrevenues.Now,noteveryonewhofillsoutsteponewillfilloutsteptwo,soIcapturetheemailaddressonthefirststep.Thatway,Icanfollowupwiththemlaterandaskthemtogobackandfillouttherestoftheform.

Afterthevisitorsfilloutthesecondstepandclickthesubmitbutton,youtakethemtoaspecial,one-timeoffer(OTO),whichpresentsanopportunitytoupgradetheorder.I’llexplainthepsychologybehindhowtostructureyourofferfortheOTOswhenIsharewithyouthesalesscriptweuse.Figure14.1showsoneOTO,butoftenwe’llhavetwoorthreeupsells and downsells in our funnels, so you don’t have to limit yourself to just oneadditionaloffer.

Thepsychologybehindthisfunnelisamazing.Peoplearemorelikelytofilloutthefirststepbecausetheydon’tseealongformaskingforcreditcardinformation.Thenoncetheydogettothecreditcardform,theykeepfillingitoutbecausetheirbrainsarealreadycommittedtotheprocess.Interestingly,Ioftenfindconversionstobehigheronstepone

than on a regular email squeeze page, even though I’m asking for an entire shippingaddress instead of just a short email. This is probably because receiving somethingphysical in themail has a higher perceived value than receiving digital information viaemail.

Youcanseealiveexampleatwww.DotComSecretsBook.com/resources/cfdemo.

THEWHO,WHAT,WHY,HOWSCRIPT

This is thescript I typicallyusewith theTwo-StepFunnel. Inexpensiveoffers likefree-plus-shippingitemsusuallydon’trequirealong,involvedsalesletter.Youneedtohitthemainsellingpointsandbuildcredibilityasquicklyasyoucan.Justcreatea littlevideo,answeringthesefourquestions,andmaybeaddinatextversiononthepage.Presentsteponeontheorderform,andyou’reallset.Thisisashortandsimplescriptthatanswersthemainquestionslikelyontheprospects’mindsastheylookatalow-endoffer.

Who:Whoareyou?Introduceyourselfverybriefly.

“Hi,I’mRussellBrunson,founderofDotComSecrets.“

What:Whatdoyouhave?Introduceyourproductorofferbriefly.

“I’vegotafreeDVDthat’sgoingtoshowyou_________________.”

Why:Whydotheyneedit?Explainthebenefitsoftheoffer.

“Ifyou’vebeenstrugglingwith_,thenyouneedthis

DVDbecauseitwill___________.”

How:Howcantheygetit?Walkthemthroughtheorderprocesssotheyknowwhattoexpect.

“Just fill out the form on the side of this page. Let me know your shippingaddress,andI’llsenditoutrightaway.“

TheCatch:Tellthemwhyyou’reofferingthisproductforsuchalowprice.People

always think there’s a catch. So instead of avoiding the topic, let them know, in clearterms,thatthereisnocatch.

“There’snocatch.I’mdoingthisbecause___________.AllIneedforyoutodoistohelpwithshippingandhandlingcharges.”

Urgency:Explainwhytheyshouldorderthisproductrightnow.

“Ionlyhaveaverylimitednumberofcopies,sodon’tbeleftbehind.”

“Thisofferendsatmidnighton___________.Don’twait.“

Guarantee:Reverseanyriskinorderingtheproduct.

“Ifyoudon’tloveit,I’llrefundyourmoney,andyoucankeeptheDVD.”

Recap:Remindthemwhattheyaregettingandwhy.

“Onemoretime,here’swhatyou’regetting:__.”

Let’sReview:TheTwo-StepFunnelisgreatforconvertingcoldtrafficandgettingavisitortoqualifyasasubscriberandbuyer.Thesalesprocessisshortandsweetbecauseyou’resellingsomethingatthelowendofyourValueLadder.

UpNext:Now,aftertheyhavemadetheinitialpurchase,useadifferentscripttosellthespecial,one-timeoffer.Let’slookatthatscriptnow.

THEOTOSCRIPT

OTO stands for One Time Offer. It’s a special offer you make to people who justpurchasedaproductfromyou.WeusethisscriptfortheOTOonallofouroffers(notjustthe Two-Step Funnel), so know that you can and should use this script for any upsellsituation.Inthepast,IwouldtrytousealongersalesprocessintheOTO,butIneverhadgreatconversionswiththelongerversion.Itwasn’tuntilmyteamwroteourscriptsothatthefocusismoreonconfirmingtheinitialpurchaseandthenquicklyconvincingthemtosaythesecondyesthatwesawdramaticallybetterresults.UsuallythisOTOvideoisonly

three to five minutes long, yet it will close people on price points from ninety-sevendollarstotwothousandormore.

Now, one of the keys you need to understand before you use this script is how tostructureyourOTO.Gettingthesecondyesis80%offerstructureand20%script.Sohereareafewguidelinestomakesureyoustructuretheoffercorrectly.

Rule #1: Don’t SellMore of the Same Thing. This is the biggest mistake mostentrepreneursmakewhenitcomestoupsells.Theytrytosellmoreofwhatthecustomerjust bought. Instead, if the customer bought an ebook titled How to Lose Weight byJuicing,yournextoffershouldn’tbeanotherjuicingproduct.Inthevisitor’smind,hehasalreadyscratchedthatitch,soofferingmoreofthesamerarelyworks.

Rule#2:Don’tSellaRandomProduct.Thenextworstthingtosellingmoreofthesameistosellarandom,unrelatedproduct.Iseethisallthetime.Yet,ifthereisnologicalconnectionbetweenthefrontendproductandtheupsells,youwillkillyourconversions.Rather,structureyourupsellofferinoneofthesethreeways:

SampleStructure#1:TheNextThing.This ismyfavoritewaytodoupsells.Ifaguy just purchasedyourbook,How toLoseWeightby Juicing,what is thenext logicalproductheneedstobuyfromyoutoreachhisgoals?Hejustsecuredawaytolearnhowto juice (so that itch is scratched). But remember that he is juicing to loseweight. So,outside of juicing, what else will help him to accomplish his weight-loss goal? Is it aweight-trainingmanual?Wouldhebeinterestedinacardio-relatedproduct?Thosetypesofofferswillconvertwellbecauseit’sthenextthingthenewcustomerneedsinordertoaccomplishhiscoregoal.ThisiswhatmyteamdidonthebackendofourDotComSecretsLabsbook.ThefrontendproductsoldconversionsecretstoabuyerobviouslyinterestedinInternetsales,sothetwoupsellswererelatedtotrafficandthensales.

Sample Structure #2: Do It Faster. If you have a way, a tool, a technique, or asoftware program that complements the initial offer and helps the customer get resultsfaster, then the “Do-It-Faster” upsell is the right type of offer. The one key point torememberisyoudoNOTwanttosaytheinitialprogramwon’tworkwithoutthisupsell.Thereisnobetterwaytoupsetyournewcustomersthantotellthemthatwhattheyjustboughtfromyouisincompletewithoutbuyingmore.

SampleStructure#3:NeedHelp?ThistypeofupsellpushespeoplefartherupyourValueLadder toyourhigh-endoffers. It presents away toget specially tailored insightfromyou.Hereweareaskingthebuyers if theywanthelp implementingwhat theyjustpurchasedonthefrontend.

Nowthatyouunderstandprovenwaystostructuretheupsell,letmeshowyouhowtousetheOTOscript.BelowisapatternofdialogueyoucanusetocreateyourownOTOscript.Whileyoushouldtweakthelanguagetomatchyourindividualoffer,trytofollowtheorderIhaveprovided.Ialreadyorganizedthecrucialelementsforyou,starttofinish.

ConfirmInitialDecision:It’simportanttoputanypossiblebuyer’sremorsetorestby reinforcing thedecision topurchase the initialoffer. It’salso important tomakesureyoukeepan“openloop”atthisstage.Weusedtosaythingslike,“Congratulations,your

order is complete,” beforewemade the upsell offer, but this language closed the salesloop.Theprospect’sbrainwasthinking,I’mfinished,and itwashard toget thatsecondconversion.Butoncewechangedthatlanguageto,“Wait!Yourorderisnotyetcomplete,”the sales loop remained open, and our conversions went up. Why? Becausesubconsciouslythereaderwasstillopentobeingsoldonsomethingelse.Prettycool,huh?

Congratulationsonpurchasing____________.Yourorderisnotquitefinishedyet.

Smart => Why: Tell the buyer he’s made a great decision by making the firstpurchaseandwhy.

You’vemadeasmartchoice,andhere’swhy…

Youorderedthisbecauseyouwanted__________,andthat’sexactlywhatit’sgoingtodoforyou.

3x2xQuestion:Ask thebuyer ifhe’d like tospeeduphisresults.Howwouldyouliketogetthreetimestheresults,twiceasfast?

How would you like to get ___________ (results) in ___________ (time: days orweeks)?

Exclusive:ExplainwhythisOTOisnotforeveryone.

Thisoffer isNOT for everyone.We’reonlymaking it available to youbecauseyouprovedyou’reanactiontakerwhenyoutookadvantageof____________(initialoffer).SoI’mgoingtomakeyouaspecial,one-timeofferthat’sonlyavailablerighthere,rightnow.

Results,Fast,Speed:Explain that thisOTOwillcomplement theoriginalpurchasebydeliveringbetterresults,faster.

WhatI’mgoingtosharewithyourightnowwillhelpyoutogettheresults(fillintheresultsthecustomeriswanting)you’rewantinginhalfthetime.

TheOneThing:HereyouneedtofindtheOneThinginyourproductthatisthekeytothebuyer’ssuccess.Thispartisoftentrickybecauseitistemptingtoexplaineverythingabouttheoffer.Butifyoudothat,youwillkillthesale.YouneedtofigureouttheOneThingthat is themostvaluableandwillyield thebest results.Forexample, inmyOTOsellingmy“PerfectWebinar”system,Ihaveovertwenty-fourhoursofvideos.Butinsteadof tellingthebuyerseverythingtheywill learn,I focusononething,aspecialclose thevideodemonstratescalled“TheStack.”Iexplainwhatitis,howmuchmoneyithasmademe,myresults,andwhattypeofresultsthebuyercanexpectfromthis“OneThing.”

Ihaveanotherproductcalled___________.Idon’thavetimetogoovereverythinginsideoftheproductbecausewecouldbehereforhours,butoneofthestrategiesinsidethatwillgiveyoutheresultsyou’relookingforFASTis___________.Letmeexplaintoyouwhatitisandhowitcanhelpyou.(Insertexplanation.)AndthatisjustONEofthethingsthatyou’lllearnwiththisproduct.

FuturePacing:Helpthebuyerimagineachievinggoalsfasterandwithgreaterease.

Canyou imaginewhat your lifewillbe likewhenyouhave___________ (theOne

Thing)?

Call to Action (CTA): Tell the buyer how to order the special offer. So click thebuttonbelowrightnowtoadd__________toyourorder.

Guarantee: Reverse the risk he may be feeling with a guarantee. I guarantee___________or___________.

ValueStacking:Add invaluablebonuses.Here’sa trick forcreatingbonuses: takethemostvaluablepartofyourproduct—the thingpeoplewantMOST—pull it out, andoffer it as a free bonus. People can’t resist getting the thing theywantmost of all for“free.”

Ifyouactnow,you’llalsoreceive___________,(worth$_______),forFREE.

And ____________.(worth$________),for FREE. And __________, (worth$_______),forFREE…

Scarcity:Givethemareasontoorderrightnow!Makethisatrulyone-timeoffer.

This ___________ (product name) is available on my website for ___________(higherprice).Butrightnow,youhavethisONECHANCEtogetitforonly_.Thisone-time offer is only available right here, right now. When you leave this page, it’s goneforever.

SecondCTA:Repeatyourcalltoaction.

Don’tmiss your chance to _________faster and easier than ever. Click the buttonnow.

TestimonialRush:Addintestimonialsaboutyourproduct—moreisbetter.

Don’tjusttakemywordforit,takealookatwhatothersaresaying…

That’s the framework for theOTO script.Now, just like the other scripts, this is aguidetoshowyouthepathyouneedtoleadyourcustomersdowntoputtheminastatewhere they will purchase. You have some freedom to add in your own personality.Remember,yourAttractiveCharacterisessentialtomakingthesescriptscometolife.Sousethescriptasaguide,butinsertyourownpersonalityformaximumconversions.

FUNNEL#2:

SELF-LIQUIDATINGOFFER

Typically,weuse theSelf-LiquidatingOffer (SLO)Funnelwhenweare trying to sell aproductthat’spricedanywherefromtwenty-seventoninety-sevendollars.Themaingoalis tohave thisfrontendproductcover theexpensesofbuying traffic.Youhope tobreakeven.Thatiswhywecallita“self-liquidatingoffer”—becauseifyoustructureitright,youwon’thaveanytrafficcosts,andyourupsellsbecomepureprofit.Ingeneral,afree-plus-shippingofferwilllosemoneyonthefrontendoffer,butwillusetheupsellstobreakevenorevenmakeaprofit.Incontrast,SLOsshouldbreakevenbeforeanyupsells.

First, you’re going to attract peoplewith a free video, report, ebook, or other leadmagnet on your squeeze page. Typically, my “bribe” to get them to giveme an emailaddressissomethingthatI’mgoingtoshowthemonthenextpageinavideoorasalesletter.Then,oncethevisitorssubscribetoyourlist, theylandonyourSLOpage,whichsellsyourcoreoffer.Thisisgenerallyavideooralong-form-textsalesletter,presentingyourSLOusingtheStar,Story,Solutionscriptdescribedbelow.Becausethepricepointissomuchhigherthanafree-plus-shippingoffer,younormallyhavetousealongerscripttogetyourvisitorscomfortableenoughtomakeapurchasingdecision.ThatiswhattheStar,Story,Solutionscriptdoes.On theorder form,youcanaddanorder form“bump,”andthentakethemintoyourOTOsequenceusingthesameOTOscriptIgaveyouearlier.

IlovetheStar,Story,SolutionscriptbecauseithelpstointroduceyournewvisitorstoyourAttractiveCharacterwhileyouaresellingthemyourproduct.

STAR,STORY,SOLUTIONSCRIPT

Ididn’t invent theconceptof theStar,Story,Solutionscript. I firstheard itwhenIwasinterviewing a guy who had made one million dollars in twenty-three months sellingsupplements. He said there was a script he used to sell all of his products. The scriptformulawassosimple!First,youneedastar(IcallthispersontheAttractiveCharacter),thenyouneedastorythatagitatesaproblem,andfinallyyouneedtoprovideasolution(yourproduct).

Ithoughtitwasapowerfulformat,butittookmealmosttenyearstofigureouthowtoframeeachsectionofthescript.AfterIfiguredouthowtoleadaprospectthrougheachsection,Iwasable tobuildoutaframeworkthatmycompanies(aswellashundredsofourclients)useoverandoveragain.

Sometimesit’seasytofeeloverwhelmedwithallthepiecesinthisscript—thereareforty-four!Buttakeitonepieceatatime,andyou’llbefine.Eachpiececanbeasshortasasentenceor two,whileothersmightbe longerasyoufindplaces to interjectyour truestories, which define the Attractive Character. Just think of the forty-four pieces asstepping-stones along thepath to the sale.Youcanwrite asmuch—or as little—asyoulikeforeachpiece.Ifyoufollowthescript,you’llhaveagreatsalesletterbythetimeyougettotheend.Let’sgothroughthescriptsforallthreesections:star,story,andsolution.

SECTION1:STAR

1.PatternInterrupt:This isusually thefirst thingprospectssee.It’s important tograbtheirattention,get themoutof theircurrentenvironmentoractivity,andsuck themintoyoursalescopy.Thisisn’talwayseasytodo!Butusingapatterninterrupthelps.Here’sanexampleofasuccessfulpatterninterruptweusedforourpornographyaddictionproduct:

Ithappenedagain,didn’tit?Toyou…orsomeoneyoulove.

Iknowyourstory…

Everyone’ssituationisdifferent,buttheresultsareusuallythesame…

Oftenthe“core-desirequestions”insteptwocanalsoworkasmypatterninterrupt.I’veseenalotofpeoplewhowillstarttheirsalesvideosshowingastrangepictureofanunusualobject,andthensaysomethinglikethefollowing:

“Whatdoesthisstrangeturtlehavetodowithyour_?I’mgoingtoshowyouinthisvideo,butfirst…”

2.Core-DesireQuestions:Throughaseriesofquestions,yougetprospectsthinkingaboutthethingstheydesiremost.Thesequestionsmovethebraintothetopicyouwanttodiscuss,whichistheoutcomeorresultstheywishtheycouldachieve.Here’sanexampleofcore-desirequestionsfromoneofmyListHackingproducts:

I’vegotaquickquestionforyou…

Haveyoueverwantedtoworkfromhome?

Ownyourownbusiness?

Comeon…youknowyouwantthatlifestyle…theonethateveryonetalksabout…

Whereyoucanworkfromhomeinyourunderwear…

Oronabeachwithyourlaptop…

3.AgitatePastFailures: If prospects are taking the time to read your sales letter,chances are pretty good that this isn’t the first time they’ve thought about solving thisproblem. If they already had the desired results, they wouldn’t be searching online orclickingadsforyourproduct,wouldthey?So,youalreadyknowthey’veprobablytriedtoachievetheresultandfailed.Thispartofthesalesletteragitatesthatfailureintheirbrains.Here’sanexample:

So…whyhasn’tithappenedforyouyet?

Comeon…admitit.

Thisisn’tthefirsttimeyou’vebeenlookingforaprovenwaytomakemoney…isit?

Whenisityourturn?

4.BigPromise/theOneThing:Here’swhereyou introduceyour bigpromise, theOneThingyou’regoingtofocusonfortherestofthesalesletter.

Whenyouwatchthisvideototheend,you’regoingtodiscover___________.

5. Introduce the Star: Right after you introduce your big promise, you want to

introduce the star of the story. The star is the Attractive Character. I usually use thereluctantheropersonaasmyAttractiveCharacter’s identity.But rememberyoucanusethe leader, theadventurer, the reporter,oranyotherarchetypeyou thinkworks foryourproductandyourmarket.

Hey,mynameisRussell.Andafewyearsago,Iwasjustlikeyou…

SECTION2:STORY

Now it’s time to transition into the second section of the sales letter, your AttractiveCharacter’sstory. Ifyou’vealreadywrittenyourSoapOperaSequence, thissectionwillseemveryfamiliar.

6.HighDrama:Whenever you’re telling a story, youwant to start at the point ofhighdrama.Don’tstartwith,“Well, Iwokeupandhadeggsforbreakfast…thenIgotdressedandwenttowork…blah,blah,blah.”Dostartwith,“Thegunwasinmyface.Iwas staring down the dark barrel, and I could see the bullet in the chamber.My heartpoundedinmyears,andriversofsweatstreameddownmyface…”

Thinkaboutyour favoritemovies.Do they start at theverybeginningof the story,waybeforethemaineventoccurs?Probablynot.Agoodmovie,likeagoodstory,startsatthepoint of highdrama.The sameworks for your sales letters.Present yourAttractiveCharacteratamomentthatispowerful,dramatic,andcompelling:

Icrawledoutfromundermydesk,almosthittingmyheadasIgrabbedthephone…

“Hello,”Imuttered.

“WHATTHE#@%#^$@AREYOUDOING!?”respondedthestrangerontheotherline.

Confused,Iaskedhimwhathewastalkingabout.

“Inthepastsixhours,wehavereceivedoverthirtyspamcomplaintsfromYOURIP

address…Russell,you’reaSPAMMER,andwe’reshuttingoffyourInternetaccess.”

“What!?”

Iwassoconfused…

Igota lump inmystomachas Ihungup thephoneand realized that Inowhad toexplaintomynewwifeofjustsixweeksthatI’mthereasonourInternetisshutoff.

7.BackstoryWALL:Nextyouwanttofillinthebackstorythatleduptothepointofhighdrama.Howdidyou,oryourAttractiveCharacter,getthere?It’simportantthatthefeaturedcharactereventuallyhitawall,apointwherehewascompletelystuck.This,bytheway,iswhereyourprospectsprobablyarerightnow.Theyhavelikelytriedtomakemoneyonlineorloseweightorgetwhateverresultyou’repromising,buttheycan’tseemtogettheresulttheywant.Itfeelshopeless.

Yousee,justsixhoursearlier,Ihad“officially”startedmynewbusinessasanemailmarketer…

OrsoIthought…

Ihadbeentryingtolearnonlinemarketingforalmostayearnow,andIkepthearingpeopletalkabouthowtheMOSTIMPORTANTthingyoucanhaveis…

Yourownemaillist.

Itmadetotalsensetome.

Ididthemath.IfIhadtenthousandpeopleonmyemaillist,andIwassellingafive-dollarproduct,thenIONLYhadtoget1%ofthemtobuy…

Inorder tomake five thousanddollars… (1%of 10,000was1,000people x $5=$5K)

Itmadetotalsense…right?

AndIsawothersdoingit.AllIneededwasanemaillist.

Ijusthadnoideahowtogetone…

8. Identify the Problem: Now reveal the problem. Let them know why yourAttractive Character was stuck (which is also probably the reason they are currentlystuck).Infact,themorecloselyyoucanrelateyourAttractiveCharacter’sproblemtothereaders’problems,thebetter.

TheproblemIhadwas_______________.

9.EpiphanyORDeclarationofIndependence:OncetheACpinpointstheproblem,it’susuallynot longbefore theyhaveanepiphanyordecide tomakeamajorchange intheirbehaviorormindset.Forexample,yourAttractiveCharactermighthaveanepiphanythat tomakemoneyonline, hehas tobuild a list.Or inorder to loseweight, hehas tochangehiseatingbehavioronceandforall.

Andthat’swhenIhadmybig“Ah-ha”moment…

That’swhenIdecidedIHADtomakeachange.

10. Your Path to Finding the Ultimate Solution: Take the reader along yourjourney.Describe someof thedifferent thingsyou, or yourAC, triedbefore you foundsuccess.

So,firstItried______________.Thatdidn’tworkatall.

ThenItried___________,anditwasalittlebetter…

11. First Sign of Success: Let the reader see you start to succeed. Some of yourprospectsmight be experiencing this feeling at themoment; theymight be right on thecuspofearlysuccess.Youwant themtoseeyougothroughthisstepsothat theyknowyou’vemovedthroughittotheultimatesuccess,andtheycan,too.

And that’s when I finally tried ____________. And guess what? This time itworked!

12.Conspiracy: Show them how you finally realized that the cards were stackedagainst you from the start. Your prospects are probably convinced that the cards arecurrently stacked against them. Because they believe it, you need to address this fearthroughtheAttractiveCharacter’sstory.

And that’swhen I realized itwasn’tmy fault! It’sbecauseof___________ .NowonderIwasstruggling!

13.TheBigLie:Explainwhyit’snottheirfaultthattheyhaven’tsucceededbeforenow.

Foryears, theyhadbeen tellingme__________,andwhenI figuredout that itwasn’t true, I was finally able to break out of their chains and get the results Ideserved.

14.CommonEnemy:ThisiswhoorwhatisreallytoblameforthebigliethatwasholdingtheACbackandblockinghissuccess.

The real problem is ___________ . They were the ones keeping me from___________.

15.RapidGrowth:NowshowthemhowfasttheACprogressedonceherealizedthetruth.

Once I realized ___________ , that’s when we started to ___________ reallyFAST!

16.CaseStudies:Highlightthestoriesofotherswho’vehadsuccesssimilartoyourortheAttractiveCharacter’sstory.

Butitwasn’tjustme.Takealookatwhat______________.hasdoneforothers.

17.HiddenBenefits:Explainthebenefitsyoudidn’texpectthathaveresultedfromtheproduct/discoveryyouaredescribingtothereader.

I didn’t realize when I started that not only does it __________, but it also

___________,__________,and___________.

SECTION3:SOLUTION

Nowit’stimetobringitalltogetherandwrapupyourpitchinanice,neatpackage(thatthereaderscanbuy).

18.FormalIntroduction:Introducetheproduct.

Andthat’swhyIcreated_____________.

19.PainandCost:Tellthemwhatyouhadtogothroughtocreatetheproduct.

This took____________.time) tocreate,andcostme____________.But itwastotallyworthit.

20.Ease:Howmucheffortdoestheproductsaveyou?

Itmakes__________somucheasier!

21.Speed:Howmuchtimedoestheproductsaveyou?

Whatusedtotakeme_____________(time),Icangetdonein______(time).

22.“So”Benefits:Explainwhytheyneedthisbywritingout threeorfourbenefitsfollowedbythewords“so_________.”

Burnsfatwhileyousleep,soyoucanloseweightwithoutexercising.

Buildsyourlistonautopilot,soyoucanconcentrateonrunningyourbusiness.

23.SocialProof:Theseareyourtestimonials.Lettheprospectsreadwhatotherssayabouttheproduct.

Butdon’tjusttakemywordforit.Here’swhatothersaresaying:

“This ___________ saves me time and effort every day! I love how it___________and___________.”

24.MaketheOffer:Explainwhatthebuyerswillget.

But,beforeyougetstarted,letmeaskyouaquestion…

Wouldyouliketogetaccessto___________?

Forlessthanthecostofacheapmealfortwo,youcangetaccesstoeverythinginsideof_____________.

Now,whileitwouldbeimpossibletoshowyouALLofthebenefitsof________,Iwant toshowyousomeof thethingsthatyou’llexperienceassoonasyou’reontheinside.

25.BuildValue:Addbonusesandadditional features,butbesure theysupport the“OneThing,”thefocusofyourentiresalesletter.

Plus,you’llget__________,___________,and___________.

26.FloataFakePrice:Tellthereadershowmuchtheproduct“should”beworthifthey had to pay for each item separately. It should be a numbermuch higher than theactualprice,butyoumustalsomakesuretheproductreallyisworththepriceyouname.Beethical.Explainwhythehighpriceisjustified,basedonitsvalue.

Thetotalvalueofallthisis________because__________.

27.EmotionalClose(If/All):Usethewords“Ifall…”tohelpanchortheofferandhelpthebuyersjustifythefakepriceyounamedearlier.Useboth“towardpleasure”and“awayfrompain”statements.

If all this did was give you the house of your dreams, would it be worth it?(Towardpleasure.)

Ifallthisdidwasletyoufireyourboss,woulditbeworthit?(Awayfrompain.)

28.RevealtheRealPrice:Nowtellthereadershowmuchtheyareactuallygoingtopay.Thispriceshouldbemuchlowerthanthehighpriceyoufloatedearlier.

I’m not going to charge you ___________ . I’m only going to charge you__________.

29.Guarantee(Logic):Reverseanyrisk thepotentialbuyersmaybefeeling.Givetheguaranteesomecrazyname.

I’m going to take on all the risk, and give youmy ___________ (crazy name)guarantee.

30.InjectScarcity(FearClose):GivethebuyersalegitimatereasontobuyNOW.

Butyoumustactnowbecause___________.

40.FuturePacing:Help themseehowawesometheir livesareabout tobecome—aftertheybuyyourproduct.

Justimaginewhatlifewillbelikewhen___________.

41.CalltoAction:Tellthemwhattodotomakeapurchase.Also,telltheprospectswhat’sgoingtohappennext.

Soclickonthebuttonbelowrightnow,andyou’llbetakentoasecureorderform.After youput in your credit card information, you’ll be taken toa securemembers’areawhereyoucandownload_____________,evenifit’s2:00a.m.!

42.PostSelling:Make the readers feel like theymightbe leftbehind if theydon’thurry.

Forthosewhoarealreadysigningup,thisiswhat’sgoingtohappennext…

43.TakeAwaySelling(Warning):Explainthattheyneedtomakeadecision,anditdoesn’tmattertoyouwhethertheyorderornot.

Yousee…itdoesn’tmattertousifyousignuprightnowornot.

We’ll still be going about our daily business and hitting our financial goals withabsolutecertainty—whetheryoujoinourteamornot.

However,withoutourhelp,you’llALWAYSbeworkingharderthanyoureallyneedto.

Iknowitsoundskindofharsh,butIthinkyou’llagreethatit’strue.

44.ClosewithReminder:Thisisasummaryfortheskimmers,butitcanremindallreadersoftheoffer.

Remember,youget___________(recaptheoffer).

That’sit.Theentirescriptforalong-formStar,Story,Solutionsalesletter.Itworksgreat for both text and video sales letters.Don’t forget, you need to infuse each of thesteps with the personality of the Attractive Character. Use these forty-four pieces as aframeworktogetyoufromtheopeninglinestothesale.

FUNNEL#3:

CONTINUITY

ThelasttypeoffrontendfunnelthatIwanttoshowyouisourContinuityFunnel.Oneofmy mentors, David Frey, said (and I wholeheartedly agree) that if you don’t havecontinuity, then you don’t have a business. In every business, there are ways to addcontinuityincome,andit’sanessentialpartofeveryValueLadder.Continuityiswhenyougetpaidregularly,usuallyeverymonth,forongoingaccesstoinformationorsoftwareorsomeotherproduct.

Thefunnelitselfisverysimple.OnceavisitorhasmovedthrougheitheraTwo-SteporanSLOFunnelandmadeitthroughmySoapOperaSequence,thenIwillusuallysendthemthroughashortemailsequencepromotingmyContinuityFunnel.Oncepeopleareintheprogram,theyarechargedonaregularbasisforcontinuing.Usually,thisisamonthlycharge,butitcouldalsobeweekly,oryearly.

ManypeopleaskmewheretheyshoulduseContinuityFunnels.Youcanusethemasafrontendtogenerateleads(andwedothiswithsomeofourContinuityFunnels),butIprefertousethemasthesecondfunnelinmysequence—aftermycustomershavehadachancetobondwiththeAttractiveCharacter.Waitingdramaticallyincreasesourstickrate(howlongthecustomerremainsanactive,payingmember).

Now,oneexcitingthingaboutthisfunnelisyouareabletousethesamescriptsthatwehavealreadyintroducedtogetpeopletojoinyourcontinuityprograms.

If you are selling a free or one-dollar trial, then theWho,What,Why,How scripttypicallyworksthebest.We’vealsohadincrediblesuccessaddinginorderformbumpsthatgiveourcustomerstrainingonhowtousethecontinuityprogram.Ifyouareplanningon selling continuity without a trial, then I would recommend using the Star, Story,Solutionscript.

Afterpeoplehavepurchasedthemembership,youcancreateOTOslikewediscussedearlier.Wehavefoundyearlyorlifetimeaccountstobeincrediblyeffectiveupsellswithcontinuityprograms.

FUNNELSFORTHEMIDDLEOFTHEVALUELADDER

FUNNEL#4:

THEPERFECTWEBINAR

Webinars have become extremely popular sales tools over the past few years, mainlybecausetheyworksowell.Theytaketheoldteleseminar/speakingmodeltoawholenewlevel.Backwhen Iwas doing a lot of speaking from the stage,mymain income camefrom all the products and coaching I sold after a presentationwas over. This is called“backoftheroom”sellingbecausetherewasalwaysatablesetupatthebackoftheroomwhereparticipantscouldgotobuywhateverproductIwaspromoting.Thatmodelworksreallywell, butyour sales are limitedby thenumberofparticipants in the room.Theremay be hundreds or thousands of peoplewhowould love to buy your product, but forwhatever reason, theyaren’t at that seminar.Webinars change thatdynamiccompletely.With a webinar, you can deliver your presentation online. People don’t have to travelanywheretocatchyourspeech(andyoudon’thavetotravelanywhereeither).

Atitsmostbasiclevel,awebinarisnothingmorethanaPowerPointpresentationthatyou broadcast live (or record) over the Internet. It allows you to give your salespresentation to just about anyone in any corner of the globe. The best part is you canrecord the webinar once and then broadcast it over and over again. This is called an“automatedwebinar,”andit’smademeafortuneovertheyears.Webinarscanbeaslongasyouwant.Infact,you’lllearnabouttheInvisibleFunnelWebinarinthenextchapter—thatonecanbeaslongasfourhours!ThePerfectWebinarwe’rediscussinginthischaptertypicallyrunsforaboutsixtytoninetyminutes.

Thereare twoparts tomostwebinars: thecontentand thesalespitch.Occasionally,you may want to give an all-content webinar, but for the most part, you’ll be sellingsomethingattheendofyourpresentation.Youpromisetoteachpeoplesomethingonthe

webinar.Then,iftheywanttolearnmoreordivedeeperintothetopic,theycanpurchaseyourproductorsignupforcoaching(orwhateveryou’reselling).It’sveryimportantthatthe content of the webinar is valuable on its own, but as you’ll see from the PerfectWebinarscript,youcancraftthematerialinawaythatalsohelpstosetupthesale.Inthischapter,we’regoingtocover thesalesfunnelsforbothaone-timewebinarandalsoforautomated(orevergreen)webinar.

SALESWEBINARFUNNELThe funnel for a sales webinar is very simple. You drive traffic to a registration pagewhereyouhavesomesortofsalesletterorvideoencouragingreaderstosignupforthewebinar. Typically I use theWho,What,Why, How script onmywebinar registrationpages.Afterwatchingthevideoorreadingthecopy, theinterestedprospectsfill intheirnameandemailtoregister.(Boom!They’renowonyourlist.)Thenyousendthemtoaconfirmationpagewheretheyareremindedofthedateandtimeofthewebinarandgiveninstructionsonhowtocallin.Attheappointedtime,theywillattendthewebinar,andyoucan sell them your product. Often people can’t make it to the live webinar for somereason.Soyoumaydecidetosendarecording.Afterall,themorepeoplewhohearyourpitch,themoreproductsyou’relikelytosell.

AUTOMATEDWEBINARFUNNEL

TypicallyIwilldoawebinarliveonce,andthenItaketherecordingfromthateventandbuildoutanAutomatedWebinarFunnelthatwillallowmetokeepsendingtraffictothatwebsite every day for the rest of my life. It’s nice because you can keep selling yourproductstwenty-fourhoursaday,sevendaysaweek,ineverycountryintheworld!Atthetimeofthiswriting,Icurrentlyhavetwowebinarsthathavebothmademeoveramilliondollars.BotharestillsellingtopeoplerightnowwhileI’mwritingthisbook!

Weadda fewextrasteps to theregularSalesWebinarFunnel tomake thisoneruncontinuously.YoustartbydrivingtraffictoaregistrationpagethatusestheWho,What,Why,Howscript,andpeopleentertheirnamesandemailstoregister.Thentheygotoaconfirmationpagewhere theyget thedateand time,set forsomepoint in the future,or

theycanchoosetowatch“yesterday’s”replayrightaway.

Thewebinaritselfisthesameformatastheregularsaleswebinar;wedelivercontentandsell somethingat theend. (Ina fewpages, I’llgiveyou thePerfectWebinar script,whichwillshowyouexactlyhowtodothis.)

Myteamcarefullytrackswhenaparticipantleaves,andthenwesendoutadifferentemailsequence,dependingonhowlongtheywatched.Everyonewhosubscribesgetsonesequence.Everyonewhoshowsupandstaysallthewaytotheendgetsanothersequence.Peoplewhoshowupbut leaveearlygetyetanothersequence.Andtheno-showsgetanentirely different sequence to encourage them to go back and watch a replay. Eachsequenceencouragespeopletoeithergobackandfinishwatching,orgoordertheproductwe’re selling. Once the participant places an order, the email sequences should stopautomatically.

THEPERFECTWEBINARSCRIPT

Nowthatyouhavepeoplesignedup,whatareyougoingtosay?Howyoustructureyourwebinarhaseverythingtodowithhowmuchyousellattheend.

A typicalwebinar is brokendown into three sections: the introduction, the content,andtheclose(orthesalespitch).Overthepasttenyears,I’vehadachancetospeakandsellonstagesallaroundtheworld,andI’vehadthechancetolearnfromsomeofthebeststage closers in the world. This script incorporates strategies I learned from at least adozendifferentpeople.It’stheoutlineInowuseforeverywebinar,anditworks.

Therearealotofpiecestothisscript,buttrynottogetoverwhelmed.Thinkofitasjustthreesections—introduction,content,andthestack—thenfillthosethreesectionsinwiththescriptsprovided.

INTRODUCTION: This should take about five minutes. It introduces you, yoursubject,andyourcredibility.

Hi, I’mRussellBrunson, founder ofDotComSecrets andCEOof severalmulti-million-dollarcompanies.

BigPromise:Repeatyourbigpromise.ThisistheOneThingthatgottheparticipantstosignupinthefirstplace.It’salsotherulertheywillusetojudgeyourwebinar’squality.If you don’t set this ruler, then theywill measure the value of your webinar based onsomethingoutsideofyourcontrol.

In the next sixtyminutes, you are going to learnmy exact strategy on“how to__________,without____________.“

HooktoEnd:Givetheparticipantsareasontostickaroundallthewaytotheendofthewebinar.Freegiveawaysarepopular.Youcouldalsopromisetodosomethingfunnyorshowthemsomethingcool.

Don’tforget!Attheendofthewebinar,I’mgoingtogiveyouasecretlinkwhereyoucandownloadatranscriptofeverythingI’mgoingtoshowyoutoday.Youhavetobewatchingliveinordertogetthis,sostickaround.Ipromiseitwillbeworthyourtime.

CommandAttention:TellthemtocloseoutofFacebook,turnofftheircellphones,andgiveyoutheirundividedattention.Also,youmightasktheparticipantstograbapenandpaperfortakingnotes.

Iknow therearedistractionsallaroundus,but thisstrategy I’mabout tosharecanchangeyourlife.Idon’twantyoutomissasinglecrucialstep.So,please…makeacommitmenttostayfocused.Canyoudothatforyourself?CloseoutofFacebook.Stopcheckingyouremail.Turnoffyourcellphone.Givemeyourcompleteattention.

QualifyYourself:Let theparticipantsknowwhyyouarequalified to speakon thesubject.

You’re probablywonderingwhy I’m qualified to teach on this topic.Here’smystory:_____________.

FuturePace:Leadtheviewers throughsomeimaginationexerciseswhere theycanpicture what life could be like once they learn the secrets you’re about to reveal. Bedescriptiveandappealtoallfivesenses,ifpossible.

Imaginewhatyourlifewillbelikeafteryouknowhowto

Canyousee___________?Wouldthatmakethingsbetterforyou?

THECONTENT:Thisisthemeatofthewebinar.Itshouldrunaboutfiftytosixtyminutes,anditshoulddeliverwhatevercontentyoupromisedintheregistrationscript.IliketofocusononemainideaandthenrevealthreesecretsaboutthatOneThing.So,I’mreallyteachingthreethings,buttheyallrelatetothemainideaI’mselling.

TheOneThing:TheOneThingisthecorecontentofthiswebinar.It’sthereasontheparticipantsshowedup.Whatdotheywantorneedtolearnorunderstand?EveryteachingpointthroughthewebinarmustpointbacktoTHISonething.Ialwaystrytobreakdownmy“OneThing”intothissimpleformat:

Howto________without___________.

How to add high-ticket sales to your sales funnel instantly— without youpersonallytalkingtoanyoneonthephone…ever!

ThisistheOneThingfrommyHigh-TicketSecretsWebinar.Forthisoffer,Ilookedatwhat the other “gurus”were teaching aboutmaking high-ticket sales. Theywere allteachinghowtoclosepeopleonthephone.Well,IHATEtalkingonthephone,andIthinkmost of my audience does, too. So, I decided to show people how they can still takeadvantage of the income-boosting potential of high-ticket saleswithout talking on thephone.

AfterIexplainthisbigidea—theOneThing—Isharethreesecrets thatwillexpandonwhatIpromisedtoreveal.Typically,whenI’mcreatingthesethreesecrets,I’mlookingtodebunkexistingbeliefsparticipantsmighthavethatwouldkeepthemfrompurchasingtheproductfrommeattheendofthewebinar.

FormyHigh-Ticket SecretsWebinar, therewere three belief patterns that I had tobreakinordertogetpeopletobuy.BelowarethecommonbeliefsandthenthesecretsIcreatedtodestroythatlineofthinking:

SECRET#1Break:Thebestmodelformakingmoneyonlineistosellproducts.

Rebuild:Youcanmakemoremoneyinonedaysellinghigh-ticketproductsthanyoucaninaMONTHbysellingnormalproducts.

SECRET#2Break:Tosellhigh-ticketproducts,Ihavetosellonthephone.

Rebuild:Youdon’tpersonallyhavetosellanything!(BigplusbecauseIhatephones!)Letmeshowyouhowtobuildatwo-person,minicallcentertocloseallofthesalesforyou.

SECRET#3Break:Itprobablycostsafortunetodriveenoughtraffictomakethiswork.

Rebuild:You only need a little bit of traffic tomake thiswork (about one hundredclicksaday).

Remember,teachingthesethreesecretsshouldtakefiftytosixtyminutes.Sobesuretotellstories,showexamples,andusethisasanopportunitytogetyouraudiencetobondwiththeAttractiveCharacter.

THESTACK:Thissectionof thewebinarshouldlastat least tenminutes.Often,I

allow for twentyminutes ormore, depending onwhat I’m selling. The hardest part ofselling on a webinar, for most people, is transitioning into the close. They start to getnervous, and thehesitation shows in thevoice and confidence level.Thebestway I’vefound to transition is simply to say,Letme ask you a question…, and then youmovestraightintohowyourproductwillhelptheparticipantswithwhateveryourOneThingis.Once you transition into your sales pitch, you’re going to use something called “TheStack.”

The Stack: I consider The Stack my secret weapon. I learned it from one of mymentors,ArmandMorin. I sawhimspeakonstageandclosenearlyhalf the roomwithalmostnoeffort.Ipulledhimasidetofindoutwhathewasdoing,andheexplainedtomeTheStack.Istartedusingitimmediately,andIwentfromclosingonaverage5-10%ofaroomtoconsistentlyclosing20%ormore.ThenIstartedusing itonmysaleswebinarsandsawadramaticincreaseinhowmuchImadewitheachviewing.It’sworkedsowellandsoconsistentlythatIwillnevergiveasalespresentationagainwithoutit.

Armandtaughtmethattheonlythingyourprospectrememberswhenyousellisthelastthingyoushowedhim.Heexplainedthatmostsalespresentationsfocusonthecoreoffer,thenalistofbonuses.Sothelastthingshownisthelastbonus,followedbyacalltoactiontogettheprospecttobuy.Theproblemwiththisiswhenthepersondoesn’tthinkthat the last thing you offered is worth the price. They simply won’t buy under thosecircumstances.

So,ArmandbuildsapresentationslidecalledaStackSlide.Thisslidehaseverythingincludedintheoffer,presentedinalong,bulletedlist.Heintroducesthefirstbulletpoint,talksaboutit,movestothesecondbulletpoint,andsoon.Butwhenheshowstheslidewiththesecondbullet,here-stackstheoffer:

Sowhatthatmeansisthatyou’refirstgoingtoget_________andalso_______.

Hethentalksaboutthenextcomponentoftheofferandrevealsthenextstackslide,butthistime,therearethreeproductslistedintheoffer,stackedfromthefirstmentionedtothelast.Besuretonoticetheorderandarrangement:

So what that means is that you’re first going to get __________andalso_______ANDalsothis_______.

Hekeepsdoingthisthroughouttheentireclose.Whenhegetstothatlastpartoftheoffer,heshowsthefinalstackslide,withEVERYTHINGlisted,andrecapseverythingonthat slide.Then,he finally introduces theprice.Now,prospectsassociate thepricewiththefulloffer—notjustthelastthinghementions.

Afteryourevealyourfullstackslide,youwanttoshowthetotalvalueofeverythingthebuyersaregoing to receive.Even though thepriceyounamefirst isn’twhatbuyerswillactuallypay,youneedtoanchorthatpriceintheirmindsbeforeyoumoveon.Wedothat by introducing “If all” statements similar to the ones we used in the Star, Story,Solutionscript.

If/All:Usethewords“Ifall”toanchortheofferandhelpthebuyerjustifytheprice

youhavegiven.Useboth“towardpleasure”and“awayfrompain”statements.

If all this did was give you the house of your dreams, would it be worth it?(Towardpleasure.)

Ifallthisdidwasletyoufireyourboss,woulditbeworthit?(Awayfrompain.)

Reveal theRealPrice:Now tell them the actualprice.Thisprice shouldbemuchlowerthanthepriceyougaveafterTheStack.

I’m not going to charge you ___________. I’m only going to charge you___________.

ThoseareallthecoreelementsofaPerfectWebinar.It’sthepathItakemycustomersdownwhenIamsellingthemanythingonawebinar.IdohaveavarietyofwaysIcloseoutawebinar.Asyoucanseefromtheimageatthebeginningofthischapter, therearesixteenmethods that I use inmost ofmypresentations. Inorder tomake these clear toyou,Icreatedaspecialvideodemonstratinghowtousethesixteencloseswhileyouaredoing The Stack. To see that video, go towww.DotComSecretsBook.com/resources/closes.

NowthatyouknowthestructureofthePerfectWebinar,howwouldyouliketolearnhow togetpeople topayyou to sell them highticket offers?We’vedeveloped a specialwebinar funnelwhere peoplewill pay you for the privilege of letting you sell themonyourhighest-pricedofferings.Andthey’lldoitwithsmilesontheirfaces.It’scalledtheInvisibleFunnelWebinar,andit’snext!

FUNNEL#5:

INVISIBLEFUNNELWEBINAR

ThenextwaywesellproductsinthemiddleoftheValueLadderisthroughaconceptwecall the InvisibleFunnel.The InvisibleFunnel is a concept thatwascreatedbyDaeganSmith.It’sapowerfultoolmyteamhasusedoftenoverthepastfewyearstogetpeopletoascendourValueLadderquickly.

TheInvisibleFunnelisapremiumwebinarthatpeoplepayforAFTERthewebinarisover—if(andonlyif)theylovewhatyoutaughtthem.Let’slookathowitworks.

WedrivetraffictoawebsitethatusesTheMagicBulletscripttogetpeopletosignupfor the Invisible Funnel-style webinar. To register, participants enter their credit carddetails, but they are not billed anything right then. They watch the webinar, which isusuallythreeorfourhoursofamazing,high-valuecontent.Then,AFTERthewebinarisover, if they agree that the webinar was worth the pre-determined price, then they donothing,andyouchargethecardthenextday.Iftheparticipantsdon’tthinkthewebinarwasworththemoney,theymustsendyouanemailbeforeacertaindeadlinesothatyouwon’t charge their card.This format lets people trybefore theybuy, and it givesyou achancetoshowoffyourverybestcontentfirst.

Attheendofthewebinar,youcandoaverysoftsaletopushtheparticipantstoanapplicationpagewheretheycanupgradetoyourhigh-ticketbackendproductsorservices.IfyoustructureyourInvisibleFunnelcorrectly,you’llfindthatit’sareallycoolwaytogetpeopletobuythings—withouteversellingthemanything.Itcreatestonsofgoodwilland

buildsastrongbondwiththeAttractiveCharacter.

Let’stalkaboutthenumbersfrommyfirstInvisibleFunnelWebinar.

Wehadfivehundredandfiftypeopleregisterwiththeircreditcards.

From those five hundred and fifty people, 85% of them showed up for the actualwebinar.(Thisnumberwasshocking,consideringthatroughly30%attendanceiscommononfreewebinars.)

Itaughtforfourhours.Attheend,Itoldthosewhodidn’tloveittoletmeknow,andIpromisednottochargetheircreditcards.

Fromthatoffer,weonlyhadabout10%ofthepeoplecancel.Sowewereabletobill90% of them the forty-seven dollar price tag, totaling about $23.5K. That’s not bad,consideringIhadn’tsoldanythingtoanyoneyet.Ijustgavethemabunchofcoolvalueintheformofinformation.

Finally, I invited thoseon thewebinar to apply formyhigh-endcoaching services,andfromthatoffer,wegotastackofapplicationsthatturnedintoanadditionalsixfiguresinbusinessoverthenextthirtydays.

We’ve successfully used the Invisible Funnel to sell weight-loss products, datingadvice,speed-readingprograms,andawholebunchmore.Idon’tusetheInvisibleFunnelforeverysellingsituation,butit’sapowerfultoolthatmyteamusesafewtimeseachyeartobuildatonofgoodwillwithouraudience—andtomakesomeextramoneywhilewedoit.

Let me show you exactly how to get people to register for an Invisible FunnelWebinar.

MAGICBULLETWEBINARREGISTRATIONSCRIPT

A “MagicBullet” is simply theOneThing you’re promising they’ll get out of thewebinarwithinacertainamountoftime,ortheydon’tpay.There’sanoldsayingindirectresponsemarketing that youhave to “sell it, even if it’s free.”That goes for these “trybeforeyoubuy”webinars,too.IdohaveascriptthatIusetogetpeopletopullouttheir

creditcardsandsignup.Foravideosalesletter,thisscriptshouldbesomewherebetweentwoandthreeminutes—nottoolong.

RaisetheQuestion:SetupyourMagicBulletbyaskingquestionsthatbringpeople’sdesirestothefrontoftheirminds.Makethemwishtheyhadwhatyou’reabouttooffer.You want the answers to the questions to be YES! Raising desire questions at thebeginningofthesalesletterworksreallywell.Dependingonyourmarket,youmaywanttousequestionsthatmovepeopletowardpleasureorawayfrompain.

Exampledialoguetomovetheparticipanttowardpleasure:

What if you could plug any book into your brain, instantly download thatknowledge,andimplementthatinformationintoyourlife?

Doyouwanttolearnanewlanguage?

Doyoudesiretolearnhowtomakemoney?

Areyoureadytoscorehighonatest?

Exampledialogueformovingaparticipantawayfrompain:

Letmeaskyouaquestion…

Doyouever feel likeyou’retheonlyguyin theworldwhocan’t talk toaprettygirl?

Doyourhandsstarttosweatwhenyouwalkintoaroomfullofpeople?

Doesyourheartbeatsofastitfeelslikeitmightburstoutofyourchestrightthenandthere?

Doesthethoughtofhumiliationkeepyouhomeatnight…allalone?

The final question should say something like, “Wouldn’t it be nice if …,” or“Wouldn’titbeawesomeif…”.

Wouldn’titbeniceiftherewereawaytolearnanythingalmostinstantlyANDretainitallmuchlonger?

Wouldn’t it be great if you could walk into any social situation and feel totally atease?

Wouldn’titbeawesomeifyoucouldeatwhateveryouwantedeverydayandstillloseweight?

Introduction:NextyouwanttointroduceyourselfandtheideaoftheMagicBulletyouaregoingtoofferinthewebinartraining.

Hi,mynameisRussell,andthosearequestionsIusedtoaskmyselfaswell.

Justimagineifyouhadthatability.Whatwouldyoulearn?Whatinformationwouldyouwantifyoucouldinstantlydownloaditintoyourbrain?

Point out Frustrations: Your prospects have probably tried other solutions andfailed.You need to let them know their frustrations are normal, and that you once had

them, too. Don’t tell them what their frustrations are directly. Instead, explain yourfrustrationsbecausetheyarelikelythesamethingstheyarestrugglingwith.

Unfortunately,gainingknowledgeisn’taseasyasinsertingasocketintoourbrainstodownloadtheinformation.

Wehavetofindagoodonetotwohoursifwewanttoopenabookandsitdowntoread.Evenifwereadquickly,it’sgoingtotakedaystogettheinformationweneedoutofthebook.

While you might try using the Internet to speed up the process, you can quicklybecomeboggeddownwithmillionsofpagesoflistingsforanytopicyouwanttostudy.

Talkabout“informationoverload”…

Ifyou’veeverfeltthatfrustrationwithlearninganewtopic,thenIcanrelatetoyouperfectly.

My Magic Bullet: Now you introduce the amazing solution you’re selling. Tellperspective participants about the tangible thing they’re going to get by attending thewebinar.IfyougetyourMagicBulletright,therestofthesaleisveryeasy.Sotakesometime tocraft thebestMagicBulletSolutionyourbusinesscanoffer.Forclarity, I try tophraseitlikethis:You’llget___________(result)by___________(shortamountoftime),oryoupaynothing.Themoretangibletheresult,thebetter.

Youalsowanttodescribehowyoudiscoveredthesolutionandwhatthevalueofthatsolutionhasbeentoyou.Howdidthissecretchangeyourlife?Whatwastheemotionalvalueforyou?AMagicBulletinthedatingnichemightbe“Getagirlfriendthisweekend—orpaynothing.”Aweight-loss examplemight be something like, “Trymy three-daydetox and lose seven pounds, or you don’t pay anything.” TheMagicBullet for speedreadingmightbe:“Doubleyourreadingspeedinfourhours—orpaynothing.”Todrawinthemost participants, expand themain idea of yourMagicBullet and tell the reader astoryabouthowthissolutionhasworkedforyou:

Just like you, I struggledwith reading—until I found the secret. Imet this guynamedHowardBergataseminar.Hespentjustafewshorthourswithme,andIwasablealmostINSTANTLYtodoublehowfastIcouldread!Istartedtellingmyfriends,familymembers,andbusinessassociatesaboutwhatHowarddidatmyoffice;whathappened next shocked me. Some people were BEGGING me to meet him so theycould double their reading speed … Others were really skeptical that it was evenpossible…

SoIgavethemachallenge…theSAMEchallengethatI’mgoingtogivetoyouright now. PayHowie one hundred dollars, and I guarantee that he’llMORE thandoubleyourreadingspeedinanafternoon…andfromthatpointforward,fortherestofyourlife,you’llhaveaskillthatwillserveyouforever.

Don’tWorry(Proof):Nowyou’regoingtointroducethefactthatyouareofferingapremiumwebinar.You’ll also tell theparticipantsnot toworrybecauseyou’regoing toproveitsworthbeforeyouchargethemanymoney.

And if you’re skeptical… then don’t worry. Keep the hundred dollars in yourpocket,andthenAFTERhe’spersonallytrainedyouandyou’vedoubledyourreadingspeed…thenpayhimthehundred.

AND…ifhe isn’table todoubleyourreading…don’tpayhimanything.Doesthatseemfair?Wecalledthisthe“HowardBerg,Double-Your-SpeedChallenge”.

Andsofar…HowardhasNEVERlost.So,IsetupaspecialwebinareventthisweekforYOUandHowardBerg…

Ifyouareonthiswebinar…Howardwilldoubleyourreadingspeedandprovehisamazingresultstoyou…

RiskReversal(0—>$$):Here’swhereyouofferthe“trybeforeyoubuy”option.

Here’swhatIwanttodoforyou:I’msosurethiswillcompletelychangeyourlifethatI’mgoingtoletyoulistentotheentirewebinarforFREE.Then,attheend,yougettobethejudge.EitherIliveuptomywordorIdon’t.

IfIdodeliverwhatIpromiseandyoulovetheinformation,donothingandwe’llchargeyourcreditcardonehundreddollars.

IfIdon’tdeliver,oryoudon’tthinktheinformationwasworththeprice,justsendmeanemailbeforemidnight,andwewon’tchargeyouanything.

Doesthatsoundfair?

It’skindoflikegoingtoarestaurantandonlypayingifyoulovethefood.

Orgoingtoamovie,andifyouhateit…thenyoupayNOTHING…

TheClose:Getthereadertocommittogivingyourwebinaratry.

So,nowit’syourturntodecide.

Sayyes,andletusprovethatoursystemworks.

Youwillneedtoputyourcreditcardnumberinnowtoreserveyourspot,butyoupayNOTHINGuntilafterthewebinarisover,andthenpayonlyifyouloveit.

You’vegotnothingtolosebygivingthisatry.

Ifthere’sevenachancethatthiscouldcompletelychangeyourlife…isn’titworthcheckingitoutforfree?

Justclickthebuttonbelow,andreserveyourspotforthislife-changingwebinar.Ipromiseitwillbeworthit.

ThisMagicBulletscriptisprettysimple,andIcanusuallywriteuponeofthesesaleslettersinlessthananhour.Ifyoufollowthisscript,swappingoutthereadingprogramforthedetailsofyour training,youshouldbeable toget itdonequickly—evenifyouhatewritingsales letters.Thisscript isproventowork.Just tweakit tofityourbusinessandyouroffer.Andremember,onceyougetyourMagicBulletright,everythingelseshouldcometogetherwithease.

Nowthatyou’vegotpeoplesignedupforyourwebinar,whattheheckdoyousayfortwotofourhours?Iknowprovidingvalueforthatlongmightsoundintimidating,butyoucandoit!Let’sdiveintothescriptIuseforallourInvisibleWebinars.

INVISIBLEWEBINARCONTENTOnceyouhaveparticipantssignedupforyourwebinar,youstillhavesomeworktodo.It’s important to structure thewebinar correctly so that allwhowatch feel like they’vegottentheirmoney’sworth.Youwanteachparticipanttobemorethanhappytopayyouattheend.Youalsowanttousethecorrectleadupandsoftsalespitchforyourhigh-ticketconsulting or coaching package at the end of the webinar. Remember, this webinar isgoing to be three or four hours long! So youmay need to bring inmultiple pieces ofcontent.Don’tholdanythingback.Giveviewersyourbeststuff!Tellthemeverythingtheywanttoknow.Answeranyquestionstheyask.Trustme,thefourhourswillgobybeforeyouknowit.

Here’showtostructureyourInvisibleFunnelWebinar:

Re-tellHook: You got the participants to register for this webinar by using yourMagicBullet script (the “trybeforeyoubuy”hook), soyouneed to reinforce the rulestheyareplayingbyduringthiswebinar.Theygetachancetovotewiththeirwalletatthe

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end:didthewebinardeliverornot?Andremindthemtheymuststickarounduntiltheendbecauseonlythenwillyougivethesecretemailaddresswheretheycanemailyouiftheydon’tthinkthewebinarwasworththepriceofadmission.

TellThemWhatThey’llLearn:Giveallparticipantsanoverviewofthesystemthatyouaregoingtobeteachingonthisparticularwebinar.

Content(foreachcontentpiece):Startteachingyourcontentnow.Itdoesn’treallymatterhowmanypiecesyouteach—aslongasit’syourbeststuffanditfillsupthethreeorfourhoursyoupromised.Youmaywanttopracticeteachingthecontentpiecesoutloudso that youknowhowmuch time tobudgetduring the actualwebinar.Here’showyouwanttopresenteachcontentpiece:

WhatIsIt?Givethecontentpieceacoolname,makingiteasytoremember.

Parable:Tellamemorablestorytodemonstratetheconceptandcementitintheparticipant’sbrain.

TeachConcept:Gothroughthenutsandboltsoftheconcept.

Example(reallife,ifpossible):Givesomeexamplesofhowtheconceptworksinreallife.Ifyouhavecasestudiesthatshowyourstudentsorclientssucceeding,thosearethebestexamples.

Recap:Afteryouhavefinishedteachingthecontentforyourtraining,thenyouwanttoremindthemagainabouteverythingtheylearnedwhiletheywereonthetrainingwithyou.

TieIttoValue:Helpparticipantsseehowmuchthisinformationwillbeworthaftertheyimplementit.Afteryouhaveanchoredthe“true-worth”priceintheirminds,thenyoucan come back to the actual asking price of thiswebinar. Howmuchmoneywill theymakeaftertheyimplementalltheylearned?Howmuchtimecouldtheysave?What’stheemotionalvalueoftheknowledgetheygained?Willitsavethemembarrassmentorgrief?Layoutallthebenefitsforthem.

Was ItWorth$__toYou?Ask the participant to decidewhether thewebinarwasworththisprice.

Ifso:Donothing,andwewillbillyourcreditcardtheagreed-uponprice.

Ifnot:Emailusat___________before__________,andletusknowthiscontentwasn’tforyou,andwewon’tchargeyourcard.

TransitiontoOffer:Brieflymentionthattheparticipantmaynowwantpersonalizedhelp.

Iknowwe’vecoveredaTONofinformationtoday,andsomeofyouareprobablywishingyoucouldgetsomehelpwithsettingallthisup.AmIright?Quickly,IwanttoletyouknowthatIdohaveapersonalcoachingprogram.It’snotcheapbecauseyougetmypersonalattentionthewholewaythroughtheprocess,butImakesureyouhaveeverythingyouneedtobesuccessful.Also,becauseI’mpersonallyinvolvedandworkverycloselywithmystudents,Icanonlyhelpalimitednumberofpeople.So,theonly

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waytogetinistoapplyforaslot.You’vereceivedeverythingyouneedtosucceedinthis webinar, but if you are interested in gettingmy personal help, here’s what youshoulddonext…

PickYourClose:Wherewillyousendpeopletofilloutanapplication?

ToWebsite:GivetheURLwhereaparticipantcanpayforyourcoaching.

•FreeApplication:Ifthisisafreeapplication,makeclearthatthereisnochargetoapply.

PaidApplication:Ifyou’rechargingparticipantstoapply,letthemknowhowmuchandhowtheyshouldpay.

Simple,Three-StepClose:Thisisaverysoftsell.Youwanttoletpeopleknowthatyoudoofferpersonalcoachingorconsulting tohelp themget thebest resultsas fastaspossible.Thentellthemwheretogotofilloutanapplication.

What:Tellthemwhatyourserviceconsistsof.

Why:Tellthemwhytheyshouldapply.

How:Tellthemhowtoapply.

Let’s Review: Invisible Webinars are a great way to get people into your ValueLadder for free and build a relationship between themand theAttractiveCharacter.Besure to build in somuch value that you can quickly ascend the viewer to your highestlevels.Webinarscanaccomplishallthisinawaythatisfunfortheparticipant.I’vemadehundredsofthousandsofdollarsusingthisstyleofteaching,andpeoplejustloveit.Thekeys tomaking itworkarehaving therightMagicBullet (promisingaresult they’llgetbeforetheypay)anddeliveringwhatyoupromised.

UpNext:Doyouhaveanewproduct,butaren’tsurehowtolaunchitintotheworld?ThenextchapterwillshowyouourProductLaunchFunnelandprovidethescriptsweuseforeachstep.

FUNNEL#6:

PRODUCTLAUNCH

TheProductLaunchFunnelwasmadefamousbyJeffWalker,andsincethen,justabouteveryInternetmarketerinalmosteverynichehasusedthisfunnelinsomeway—becausetheapproachworks.Basically,you’rebreakingupyoursalespresentationoverfourvideos—eachprovidingatonofvalue,whileeducatingyourprospectsandsellingyourproducts.Thisfunnelworksbestwithwarmandhottraffic.So,typicallyyou’reemailingyourownlistoranaffiliatepartner’slistwithlinkstothevideos.

ThisProductLaunchFunnelisbrokendownintofourvideos:

Video#1iscalled“WowandHow,”whereyouwill“wow”themwithabigidea,andthenshowthem“how”youandothersareusingthisconcept.

Video #2 is the “Transformational Education” piece, where you will actually letpeoplelookoveryourshoulderasyouwalkthroughtheprocesswiththem.

Video#3isthe“OwnershipExperience”piece,whereyoushowviewerswhatit’sliketolivewhentheyhavethisintheirlives.

Video #4 is “TheOffer,”where youwill revealwhat you’re selling, the price, andhowtheycangetit.

Let’stakealookathoweachofthesevideosisscriptedtomakesales.Thefollowingscriptswillshowyouwhattosayineachvideo.Thevideoscanbeaslongastheyneedtobe,butIfindthatthesweetspotisaroundtentotwentyminutes.

VIDEO#1:“WOWANDHOW”BigPromise:ThisisyourOneThing,thevaluableprincipleyouhavepromisedtoteachduringthesetrainingvideos.

Howtosellhigh-ticketproductswithoutgettingonthephone.

KillMyths:Dispelanycommonobjectionsorreasonsthepotentialparticipantmightnotbelieveyou.

Youmaythinkyouhavetobeasalesexpertandhangoutonthephonealldaytosellhigh-ticket products, but that’s not true anymore. I’ve sold hundreds of thousands ofdollarswiththissimpleprocess.

Let’sLookatOthers(Content#1):Showhowothersachieve these resultsall thetime.Tellstoriesandcasestudies.

Meet__________.Shedid________________,without

Here’s___________.Hecouldn’tbelievehoweasy itwas to___________.Justlookathisresults:___________.

HooktoVideo#2:Getthemexcitedaboutthenextvideo.

Tomorrow,you’lldiscoveryoucan___________,eventhough___________.

VIDEO#2:“TRANSFORMATIONALEDUCATION”Let’sDoItTogether: It’sokay ifyoudon’t thinkyoucando itonyourown.Let’sgooverittogethernow.

Iknowitmightbehardtobelieveyoucan____________.So,I’mgoingtoshowyoujusthoweasyitreallyis.Let’sgooverittogetherrightnow.

How “I” Do It (Content #2): Here’s how I do it, step by step (just give a briefoverviewofthesteps).

Here’sexactlywhatIdoeverytime:

Step1:

Step2:

Step3:

ProofThatItWorks:Showyoursuccessfulresults,casestudies,orotherproof.

Here’showwellitworksforme…

Butdon’tjusttakemywordforit.Here’swhatmystudentshavedone…

HooktoVideo#3:Getthemexcitedforthenextvideo.

Tomorrow,you’lldiscover___________.

VIDEO#3:OWNERSHIPEXPERIENCEFuture PaceExperience: Imagine what your life could be like if you commit to thisprogram.

Iwant you to take amoment to imaginewhatwould be different in your life if___________.

Whatpossibilitieswouldopenupforyouif___________?

Howwouldyoubedifferentif___________?

How“YOU”DoIt(Content#3):Imagineyourselfdoingthisexactprocess.Here’swhatitwouldlooklike.

Now, imagine yourself doing ___________, then ___________, and finally___________.

Canyouseeyourselfdoingthis?

Inyourmind’seye,itlooksprettysimple,right?

HintingtotheOffer:Wouldyoulikethechancetolearninthefastest,easiestwaypossible?

Weallknowrealityisusuallyalittlemorecomplicatedthanourimaginations.ButIknowthiswillchangeyourlife,andIwanttoseeyousucceed.That’swhyI’mgoing

tohelpyou___________.

HooktoOfferVideo:Inthenextvideo,I’llshowyouhowyoucangetresultsjustlikethese.

Tomorrow,I’mgoingtoshowyouthefastestandeasiestwayto___________.

Yoursuccessiscloserthanyouknow.

VIDEO#4:THEOFFERHere’sWhatI’veGot:Explaintheoffer.

Ireallywanttoseeyousucceed.I’vebeenwhereyouare,andIknowhowharditcanseem.That’swhyIcreated_______________.

Here’swhatyouget…

Here’sWhatYou’llDowithIt:Explainhowitworks.

Here’showeachpiecehelpsyoumoveforward…

Here’sWhatIt’llDoforYou:Explaintheresults.

WhenyoufollowthestepsasI’veoutlinedthem,here’swhatyoucanexpect…

Here’sWhatYouNeedtoDoRightNow:Explainhowtoorderandwhattoexpectnext.

Justclickthebuttonbelow,andyou’llbetakentoasecureshoppingpage.Injustthreeclicksfromnow,you’llbeonyourwayto___________.

Let’sReview: ProductLaunchFunnels are best usedwithwarmor hot traffic.Weusuallysendpeopletothevideosfromalinkinanemail—eithertoourownlistortoanaffiliateorJVpartner’slist.Youbreakdownyoursalespresentationsintomoredigestiblechunks,deliveredoverthecourseofafewdaystobuildupexcitement.Youteachinthefirstthreevideosandthensellyourproductinthefourth.

UpNext:Ifyousellhigh-ticketcoachingorconsulting,youprobablyspendatonoftimeonthephonewithtirekickersandpeoplewhoreallyaren’tagoodfitforyouroffer.

Wouldn’t it be cool if you could just collect applications and pre-frame your high-ticketconsultingclientstosayyesbeforeyouevengetonthephonewiththem?

Betteryet,whatifyoudidn’thavetogetonthephonewiththematall,yetcouldstillsellthemonyouroffer?Howcoolwouldthatbe?

Thesecretisinthenextchapter.

BACKENDFUNNEL

FUNNEL#7:

HIGH-TICKET,THREE-STEPAPPLICATION

This funnel is a very simple process to qualify and pre-frame potential high-ticketconsulting or coaching clients. For yearswe called all of our buyers and offered themcoaching.Theproblemwasittooksixtysalesguystocontactallofourbuyers.Itcostmehundredsofthousandsofdollarsamonthtoweedthrougheveryoneandfindthefewwhowere interested.A few years ago,we decided to close down the call center and find abetterwaytosellourhigh-ticketcoachingservices.That’swhenthisthree-stepapplicationprocess was born. It has given us the ability to make almost as much gross revenuewithouthavinghugeoverhead.Wecan literallymakeasmanysaleswith just twosalespeopleaswecouldwithsixty!Letmetellyouhowitworks.

Step#1:Youneedtocreateasimplepagethatsharesacasestudyvideoexplainingtheresultsyourclientscangetwhentheyreceivecoachingfromyou.Afterwatchingthefreecasestudyvideo,potentialclientsclickonthe“applynow”buttonandaretakentoanapplicationdesignedtopre-qualifythemasgoodprospects.

Step#2:Theprospectsfilloutafullapplication,whichservestwopurposes.Ithelpsyoursalespeoplelearnaboutanapplicant’sbusiness—wheretheyarenowandwhattheirbusinessgoalsareforthefuture.Moreimportantly,though,itpre-framestheprospectbygetting them to sell you on why you should take them on as a coaching client. Theapplicationstageweedsout thosewho reallyaren’t ready, soyouareONLYcalling theprospects who are ready to start working with you. The application also pre-sells theprogram in the prospect’s mind. After they finish the application, we take them to a“homework”page.

Step#3:Theapplicantsfollowtheinstructionsonthehomeworkpage,allthewhilebuildinganevenstrongerbondwiththeAttractiveCharacter.MyInnerCirclehomeworkpageincludesthreevideosforapplicantstowatch.Thefirstvideoisashortclasswithmeteachingwhatittakestosucceedinthisbusiness.Thesecondvideotellsthestoryofhowmywife and I struggled to start our family. It explains exactlywhy I’m so passionateabout helping business owners get their messages out into the world. (It’s also a tear-jerker.) The third video is a series of case studies and testimonials about the coachingprogramitself.

Fig20.3a:Thehomeworkpageisanimportantpre-framestepthathelpsmakethefinalsaleeasier.

Another important function of the homework page is explaining what’s going tohappennext(theapplicantswillbecontactedbyoneofthreesalespeople)andofferingaway to contactUS by phone—if they just can’twait.My sales team is great at callingpeoplequickly.Butwhenpeople are inpainNOW, theyoftenwant to feel like they’rebeingproactive.Ifsomeoneisatthathyperactivebuyerstage,Idon’twantthemtohavetowaitforustocall.So,Igivethemawaytocallus.

The sales script for selling the high-ticket item on the phone is pretty long andinvolved.Let’sdiveinandlookatourscriptforsellinghigh-ticketproducts.

HIGH-TICKET,TWO-STEPSCRIPT

Closingahigh-endclienttakesmoretimeandfinessethansellingasimplerproduct.It’simportant to change the selling environment to a phone conversation; a live event orseminarenvironmentcouldalsowork.Mostprospectswon’twhipoutacreditcardandpay twenty-five thousand dollars based on a video sales letter alone. We have a veryeffective, high-end sales process, and I’m going to share the script with you here. It’smuchmoreinvolvedthantheotherscriptswe’vecoveredinthisbooksofar.Infact,theentire process can take from seventy-fiveminutes to two hours. If you’re interested inlearning the finerpoints anddetails involved in sellingwith thisprocess,youcan learnmoreatwww.highticketsecrets.com.

Myteamusesa two-stepscriptbecauseit’sreallythemosteffectivewaytocloseahigh-end ticket sale over the phone.Youwill need twodifferent people tomake a saleusingthisprocess:thesetterandthecloser.Usingtwosalespeopleprovidesconsistencyinyoursales.Whenyoufindtherightpeopleandtheyfollowthescript,itworks,dayinanddayout.Youshouldnotbetheonesellingdirectlyonthephone;you’retooclosetotheoutcomeemotionally,andit’sjustbadpositioning.

Instead,twosalespeopleworktogethertocloseanewclient.Thesettergathersbasicinformationontheprospect,drawsouthisemotions,andidentifiestheprospect’spainandgoals.Oncethatisdone,thesettergetsoffthephoneandhastheclosercalltheapplicantback.Theclosermagnifiesthepain,getstheprospecttosellhimselfonwhyheisagoodfitfortheprogram,andthenprovidesthesolution.

THESETSCRIPTIntroduction:Forsetters,thegoalhereistointroducethemselvesinalow-keywayandhaveanaturalconversationwiththeprospect.Thesetterisgettingtoknowtheprospectandpullingoutanyemotions related to the topicyou’rediscussing.Theymust findoutwheretheprospectisrightnowandhowhefeelsaboutwhereheis.

Questions:Thenthesettershouldfocusonfindingoutwheretheprospectwantstobe.What are his hopes and dreams?What’s the real reason, deep down, that hewantsthose things?Hemaywant tomakeahundred thousandayear—that’sgreat.Butwhy?

Whatwouldthatmoneyallowhimtodo?Quithiscurrentjob?Stayhomewithhiskids?Buyaboatandsailaroundtheworld?Buyhisagingparentsahome?Finallyshowhisex-wifethathe’sworthsomethingafterall?Thesetterhastofindoutthewhy.That’swhereyou’ll find the emotions. Remember, people buy based on emotion first, then theyrationalizethedecisionwithlogic.

You’veprobablyheardsalesadvicesayingyouneedtogettoabuyer’semotions,butI findmany people just don’t know how to do that.You hook the emotions by askingquestions.Alwaysaskadditionalquestions.Doestheprospecthavekids?Great!Howoldarethey?Whataretheirnames?Ifyouknowtheprospectwantstohomeschoolhiskids,askwhy.Howwould it feel to knowhe had the freedom to teach his kids anyway hewanted?Follow-up questions help you hook into emotions.Whatwould itmean to theprospectifhecouldbuythatnewhouseforhisparents?HowwouldhefeelstandingonaboatintheCaribbean,totallyfreeofdebtandworry?Helptheprospectpaintapictureofthe feelings behind his dreams. You can get all this information with a few questions;within five minutes, the setter knows exactly why the prospect is going to buy thisprogram.Healsoknowsthehotbuttonstofocuson.

The setter should ask the prospect, “What’s holding you back? Why haven’t youachievedyourdreamsalready?”You’llprobablyhearsomevariationofIdon’tknowhow.Theprospectdoesn’tknowhowtobuildabusinessonline.Or,hemaysayhedoesn’thavetime—which is really saying he doesn’t know how to build a business in five hours aweek.Hemaysayitisbecausehedoesn’thavemoney—whichisreallysayinghedoesn’tknowhowtobuildabusinessusingotherpeople’smoney.Oncetheprospectrealizesit’ssimplyalackofknowledgeblockinghissuccess—andthatyoucanprovidehimwiththatknowledge—askhimthisquestion:Ifyouknewhowtobuildabusinessinjustfivehoursaweek,wouldyoudoit?Ofcourse,heisgoingtosayyes!Hehasjuststartedtosellhimselfonpurchasingyourproduct,yourknowledge.

The setter cannotmove forwardwith the script until he understands the prospect’semotionalhotbuttons.Theprospectmustalsoadmithedoesn’tknowwhatheisdoing(insome formor another)when it comes to building a business.Hemust realize he needshelp.

Blast:GiveHimaTasteofWhatYouOffer:Don’tgo intogreatdetailabout theprogram;that’swhathe’sbuying.Butthesettershouldgivehimanideaofwhathecoulddiscoverorgetdone.

Now, obviously, it’s impossible to work with everyone who applies/buys ourinformation… so I’m here to weed out those who aren’t ready and find the rightpeopletoworkwithone-on-one.Iunderstandyoudon’tknowhowtobuildabusinessinfivehoursaweek.AndIdon’tknow,butmaybewecanhelp.Letmeexplainwhatwedohere…

Next,askacriticalquestiontogettheprospecttosellhimself.Useapivotalquestionthatwillbringhomeallthereasonsheneedstopullouthiscreditcardattheendoftheconversation.

Let me ask you this… if you could work one-on-one with Russell Brunson orsomeonelikehim…doyouthinkyou’dbesuccessful?

(Absolutely!)

Howcome?

Here’swhythisissoimportant:Icantalkforhoursabouthowgreatourprogramisandallthereasonstheprospectshouldbuy…butitmightbealie.IfHEtellsmeallthereasonshe’dbesuccessfulwithourprogram…thenit’sthetruthbecausehebelievesit.Whenthesettergetshimtoexplainallthereasonshe’dbesuccessful,salesbecomeeasy.

Ask: How come? Why would working with Russell Brunson help you besuccessful?

Then,thesettermustshutup!Don’ttalk.Lettheprospecttalk.

Oncehegivesthereasons,thesettershouldrepeatthembackandconfirmhisbeliefs.

So,ifIgaveyouthechancetoworkwithRussellBrunson,youbelieveyou’dbesuccessful?(Yes!)

If you had the opportunity toworkwithRussell Brunson, you could get (fill inwhattheywant)?

IfyouhadtheopportunitytoworkwithRussellBrunson,you’dknowhowtogetthere?

Next,gettheprospecttosellhimselfandtellthesetterwhyyoushouldworkwithhim.

Whydoyouthinkyou’dbeagoodcandidateforthisprogram?

Posture:Tosetupthecloserastheexpert,thesettershouldsaythefollowing:

Now, I’mnotpersonallyan expertat buildingbusinessesonline in fivehoursaweek.Myjobissimplytofindthepeoplewhoarequalifiedtobepartofthisprogram.IfIfeelgoodaboutyou,I’llturnyouovertoourProgramDirector(thecloser).Heistheonetodecidewhowillbetherightfitforourprogram.

Before I do that, I need to find out a littlemore about you and fill out a shortprofile.Ineedtounderstandwhereyouarerightnowprofessionallyandfinancially.ThenIneedtofindoutmorespecificsaboutwhereyouwanttobeinthefuture.Allthisinformationwillhelpusdetermineifyou’regoingtobeagoodcandidate.

IsitalrightifIaskyouafewquestions?

(Sure…)

Thesetterhasjustaskedfor(andgotten)permissiontoaskjustaboutanything.

Probe: Collect Financial Information: Your setter is going to start asking someprettypersonalquestionsnext and is going to fill out a formwith the information.Youwantpeopletoanswerquickly,withoutgettingtooemotional.Startbyaskingaboutage,maritalstatus,highestlevelofeducation,andthingslikethat.

Thenthesettermustbesuretoask,Isthereanyoneelseinvolvedinyourbusiness—aspouseor financialpartner? If so,get theotherpartyon thephone, too, right thenandthere.It’sawasteoftimetokeepgoingthroughthepresentationifyoudon’thaveallthedecisionmakerspresent.

Thegoalofthisnextsetofquestionsistofindouttheprospect’sfinancialstatusandwhetheryoureallycanhelp.

FindingCredit:Your setter is going to find out details about the prospect’s creditsituation.

Howwouldyourateyourcreditrightnow?Why?

IfRussellBrunsonweretowriteacheckandpayoffallyourdebt,howmuchwouldthatbe?

Ofthatdebt,howmuchismajorcreditcarddebt?

What’s the total amount of combined credit that’s been extended to you? (Subtracttotaldebtfromcombinedcreditextended,andyoufindouthowmuchhehasavailable.)

You’re lookingformoreavailablecredit than theprogramcosts. It’salsohelpful togethimtotalkabouthiscreditbalancestoshowthatyou’rereallytryingtohelppaythoseoff—not add to them.The prospectmight need to take one step back to take ten stepsforward,butultimatelyweknowaprogramlikethiscanhelphimpayoffallthedebtandachievefinancialfreedom.

The setter should also ask if theprospect has any savings accounts or investments.Doesheownhisownhomeorrent?Whataboutretirementaccounts?

Goals:TalkingAbout aProspect’s Short-TermGoals:Your setter is still askingquestionsandgettingtheprospecttosellhimselfontheprogram.

Whatwouldbeanoptimalsituationinsixmonths?Wherewouldyouwantyourbusinessinsixmonths?

How long have you been trying to do ______________?How successful have youbeen?

Intwelvemonths,wheredoyouwanttobe?Whatwouldmakeyoufeelgood?

So, in working one-on-one with Russell Brunson … do you think you couldachievethesegoals?Canyouseeyourselfachievingthem?Howcome?

Commitments:GetFourCommitments:Now the setter isgetting theprospect todeclarehimselfagoodcandidate.Heispubliclystatingheisthekindofpersonwhotakesactionandfinisheswhathestarts.Oncehedoesthis,hisbrainwillhaveareallyhardtimereversingthatdeclarationandtalkinghimselfoutofthepurchase.

Youlooklikeapotentialcandidateformetorecommendtomydirector.BeforeIcanmaketherecommendationandturnyouovertohim,therearefourcommitmentsthatmustbeagreeabletoyou.

1.Youmusthaveaminimumtimecommitmentof___________perweek.Canyoudothat?

2.Weneedpeoplewhoarecoachableandwillingtolearnandfollowtheadviceofourexperts.Canyoudothat?Whyareyoucoachable?

3.We’relookingforpeoplewhocanstarttoday.Wewantquickdecisionmakers.Whendoyouthinkisthebesttimetostartworkingon___________(hisgoals)?

Youwanttohearsomeversionof“rightnow.”

Great.Ifitlookslikethisisafitforbothofus,isthereanythingthatwouldholdyoubackfromgettingstartedtoday?

4.We want to teach you the concept of using OPM (other people’s money) toinvestin___________.Areyoufamiliarwiththisidea?Wouldyouliketolearnmoreaboutit?

Explainhowtousethebank’smoney(creditcards)asashort-termleveragingtooltoinvestingrowinghisbusinessorreachinghisgoals.

We have two levels in this program:________ and__________. (Lower price andhigherprice.)

Howmuchareyoucomfortableinvestingtogetyourbusinessstartedtoday?Whywouldyouchoosethatamount?

Nowputhimonholdwhileyougotalktoyour“director.”Discussthecandidatewiththecloser.Ifyoufeellikehewouldbeagoodfitforyourprogram,andsomeoneyou’dliketoworkwith,thencomebacktothecall.

Letmehaveyouwritedownmydirector’sname;it’s___________.I’msohappyhe’savailable to talkwith youpersonally, becausehe is an expert at ___________.Mostimportantly,hisjobistomakesurewehavetherightkindofpeopleonourteam.So,Iwantyoutounderstandthisisnotforeverybody.Pleasedon’tbeoffendedifhedoesn’tofferyouaslot.Okay?

He’sinameetingrightnow,buthesaidhe’llbehappytocallyoubackinfiveortenminutes.

Hewantedmetogiveyoualittleexercisetogothroughwhileyouarewaiting.Iknowwe’vetalkedaboutyourgoals,buthe’dlikeyoutowritethemdownforyourself.Writedownasix- to twelve-month financialgoal.Next,writedown three thingsyouwantbesidesmoney.

Okay?Great!Mydirectorwillcallyoushortly.

THECLOSESCRIPTThis script for the closer is very similar to the Set Script. You want to reinforce thecandidate’sdecisionsinhismind.Thecloserwillgothroughthesamequestionsasinthe

introduction,butperhapswordeda littledifferently.Get thecandidate topictureexactlywhatlifewillbelikeafterhehassuccesswithyourprogram.

Whyareyouseriousabout___________rightnow?

Howlonghaveyoubeenthinkingabout___________?

What’sthebiggestthingthat’sheldyoubackfrom____________?

Whatareyoulookingtodoinsixmonths?Whatwouldthatdoforyou?

Whatareyouhopingforintwelvemonths?Whatwouldthatdoforyou?

Howaboutinfiveyears?Whatwouldyourlifestylebelike?

Thenyouwanttheprospecttoconnectyouwithhisdreams.

If you have the chance toworkwith someone likeRussellBrunson, howwouldthatmakeadifferenceinyourlife?Anythingelse?

Next,theclosergoesthroughthefourcommitmentsagain.

It’s my job to find only the very best people for this program. It’s not foreverybody,and Ionlywantpeopleonboard if I know theyhavewhat it takes tobesuccessful.SoI’mgoingtoaskyouaseriesofquestions,andthesearethingsyou’reeither committed to or you’re not. So, they are simple yes or no answers. Is thatsomethingyou’rewillingtodo?

Don’tmoveonifyou’renotgettingtheanswersyou’relookingfor.Eitherbacktracktofindoutwhytheprospectisn’tcommittedorgetoffthephonebecauseheisnotalikelyclose.

Time:ExplaintheTimeCommitment

Areyouabletocommitto__________hoursperweek?(Yesorno.)

DecisionMaking:ExplaintheDecisionCommitment

Opportunitiesdon’twaitaround.Makingdecisionsisveryimportant.Doyouseeanything that would hold you back from making a decision to work with RussellBrunsontoday?(Yesorno.)

Resources:InvestmentCommitment

Writethisnumberdown:___________________.

Now,aslongasyouseethevalue,andtheprogrammeetsallyourgoals,isthereanyreasonyoucanthinkofthatwouldkeepyoufrominvesting___________today?(Yesorno.)

Ifthesetterandthecloserhavedoneallthepreviousstepscorrectlyandtheprospectsaysyouoryourproduct/serviceisthenextbestthingtoslicedbread,thensuddenlythepricetagisn’tsuchabigdealanymore.It’sallaboutsettingthingsupinthebeginningtokeephimfromobjectingtothemoneyatthisstep.

Knowledge:Teachability

Mymainconcernwithtakingonstudentsisthattheyareteachable.Theymustbewilling to learnandthen implementwhat they’ve learnedso theyaresuccessful.Doyoufeellikeyou’rethatkindofperson?(Yesorno.)

Howcome?

Soifsomeonecouldshowyouhowtodo___________,youwouldbesuccessful?(Yesorno.)

What’sIncluded:WhattheProspectGetsWhenHeSignsUpToday

We’regoingtogiveyoueverythingyouneedtobesuccessfulandavoidmistakes.Yourcoachwillhelpyouworkatyourownspeed.

Now,simplylistoutexactlywhatbuyersgetwiththeproductorprogram.

Close:FinalizingtheSale

Thisisprobablythemostimportantquestion…

Whydoyoufeellikeyouareagoodcandidateforthisprogram?

Theprospectissellinghimselfagainonhowhewillbesuccessfulifheisaccepted.Thenallthat’slefttodoistakehiscreditcardinformation.Insteadofyouaskingforthesale,heisaskingyoutolethimbuy.Doyouseethesubtledistinctionthere?

Salesbecomeeasywhenhetellsyou(oryoursetter/closer)whyheneedsyourhelp.

Okay,that’sthewholetwo-stepscriptforthesetterandthecloser.Again,Istronglyrecommendyoulistentothisscriptinactiontogainabetterunderstandingofeachstep.Justgotowww.highticketsecrets.com.

Let’s Review: When selling high-ticket coaching and consulting programs, it’simportanttoweedoutpeoplequicklyiftheyaren’tgoingtobeagoodfit.Thatway,youcanspendmoretimewiththepeopleyoucanreallyhelp.Theapplicationandhomeworkpagespre-frameandpre-selltheprospectonallthereasonsheshouldsignup—insteadofworryingaboutallthereasonsheshouldn’tsignup.

Whenthere’stwenty-five,fifty,orahundredthousanddollarsonthelineattheendofa sales call, youwant tomake sureyou’re followingaprovenplan.Themost effectivewayI’vefoundtoclosehigh-ticketsalesistohiretwocommission-basedsalespeopleandhavethemusethetwo-stepscriptoutlinedinthischapter.

UpNext:Nowthatyouhavelearnedhowallsevencorefunnelsworkandthescriptsweuseateachlevel,Iwanttoshowyouhowsimpleitcanbetobuildoutthesefunnels.Iamgoing togiveyouaquick tutorialonhowtouseClickFunnels.comtobuildoutanyfunnelyoucandreamof.

SECTIONFIVE:CLICKFUNNELS

Oneofthefirstquestionspeopleaskmeaftertheylearnaboutmysevencorefunnelsisthis:But, Russell, there’s so much technology involved… how do I create all the webpages andmake sure they’re connected together correctly? I don’twant technology tohold anyone back from building a more successful business, so I want to officiallyintroduceyoutoClickFunnels.Itcanbeyournewbestfriendandtakecareofmostofthetechstuffforyou.

Thissectionisnotmeant tobeafull tutorialonhowtouseClickFunnels.ThefirststepIgothroughwhencreatinganyfunnelistodecidewhichtypeoffunnelI’mgoingtocreate. Is thisa frontendfunnel? Is itamiddle-of-the-Value-Ladder funnelorabackendfunnel?After I knowwhich type of funnel, then I decidewhich one of the seven corefunnelsoffersthebestwaytosellthisproduct.

ThenIusuallygetinfrontofawhiteboardandsketchouteachofthestepsthisfunnelwill require.Remember thesevenphasesofa funnelandalso the twenty-threebuildingblocksIexplained?AmIgoingtouseaquiztopre-framethisfunnel,orjuststartwithasqueezepage?WhatpricewillIsetformyfrontendoffer?WillIuseanorderformbump?HowmanyupsellswillIhave?WillIaddanydownsellsifthecustomersaysnotooneofmyupsells?

Next, Iwant tomapoutmy follow-up sequence.Who ismyAttractiveCharacter?HowdoIwanttofleshoutthatcharacterinmyemails?WhatwillIsayineachemailinmySoapOperaSequence?WhattypesofmessagesdoIwanttosendoutinmySeinfeldemails?

Ithensketchitoutlikethis:

Fig21.2:First,wedrawouttheflowofthefunnel.ThenweseteverythingupwithafewclicksinsideClickFunnels.

After I have a visual representation of what I want to build, then I can log in toClickFunnels.comandletthemagicbegin.We’vemadeClickFunnelseasyenoughthataCEOcoulduseit,butalsopowerfulenoughthatyourwebandtechguyswillloveit.

Step#1:Pickwhichtypeoffunnelyouwanttobuild.

Fig21.3:ThefirststepinClickFunnelsischoosingwhattypeoffunnelyouwanttobuild.

Step#2:Choosewhich templateyouwant touseateachstep in thefunnel,oryoucan custom design your own templates from scratch. My team has dozens of proventemplatesthatwe’veperfectedovertheyearsforeachofthesesteps,soitwouldbehardtogowrongifyoustickwiththese.

Fig21.4:Steptwoischooseyourwebpagetemplate.

Step#3:Afteryou’vepickedthe templatedesignsforeachstep, finalize thefunnelandyouwillbeabletoseeyourentiresalesfunnelataglance.

Fig21.5:Onceyou’vefinalizedyourfunnel,thepagetemplatesaresetupandallyouranalyticsandstatsareavailableonthedashboard.

Step#4:Nowyoucangoinandeditthecopy,addyourvideos,integratewithyouremailauto-responder,andsetupyourorderformsoneachpage.

Fig21.6:Text,video,buttons,orderforms–allareasofthetemplatearecustomizable.

After that’s finished, you’ll see that the sales funnel you sketched out on thewhiteboardhasnowcometolife.Youcanstartdrivingtrafficandgettingresultsinrecordtime!Isn’tthatexciting?!Whilethisoncetookourteamofexpertstwotofourweekstocreate,wecannowcreateeverythinginClickFunnelsinaboutanhour!

Ifyoudon’thaveyourClickFunnelsaccountyet,youcangetafree,two-weektrialatwww.ClickFunnels.com.

Also,ifyouwanttoseehowtobuildoutanyofthespecificfunnelsinthisbook,youcanseealivedemoatwww.DotComSecretsBook.com/resources/cfdemo.

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CONCLUSION:

IGNITE

Phew!

Rightnowyou’reprobablyfeelingabitoverwhelmed.ThisbookisnotexactlywhatIwouldconsiderlightreading.You’vejustconcludedafull-onimmersioncourseinhigh-levelInternetmarketingstrategy,andyoushouldfeelproudofyourself.

Beingoverwhelmedisactuallyagoodthingbecauseeventhoughyoufeellikeallthatinformation is a big, jumbled MESS upstairs, your brain is subconsciously makingconnections.Rightnow,withoutyouconsciouslydoinganything,it’sfiguringoutwhichcompetitorsyoumightwant to research. It’s strategizing aboutwhatyourValueLadderwilllooklikeandwhattypesofsalesfunnelsyouwillusetoascendpeopleonyourValueLadder.Allthisishappening,eventhoughyoumightfeeloverwhelmed.

Prettycool,huh?

YourmostimportanttoolsarethesillylittlediagramsI’vegivenyouineachchapter.Afterallthisinformationhasachancetosinkinforadayorso,gobacktotheimagesandseehowmuchoftheentirechapteryoucanrecall.Ithinkyou’llsurpriseyourself.Andifyoudoforgetoneoftheconcepts,youcanalwaysgobackthroughthebookandre-readthesectionsyouwanttoremember.

So,whatintheworldshouldyouworkonfirst?Here’swhatIrecommend:

Decidewhoyouwanttoserve.Whoareyouridealclients?

Createyourbait,anddoitquickly.Don’toverthinkitortryforperfectionhere.

FigureoutyourValueLadder.Whatcanyouofferaboveandbeyondwhatyoucurrentlydo?Gocreatethosethings.

Startbuildingoutyourfunnels,oneatatime.

Thisbook is a playbook.Don’t just read it once andgoonwithbusiness asusual.Keepithandy,andrefertoitoften.Onceyougetyourfirstcoupleoffunnelsworking,Iwould strongly suggest spending a week or two implementing one of the secrets youlearnedhere.Thenmoveontoanothersecretandanother.Whenyou’verunthroughallofthem,goback,anddoitagain!Continuetoimprove.

IGNITEYOURBUSINESSManypeoplewhoreadthisbookbeforeitwenttoprintwantedmetolookattheirideaspersonally,includingtheirstartups,ortheirexistingbusinessesandsalesfunnels.Ididjustthat for a few friends andwas able to identify the holes that were keeping them fromgrowingasfastastheywanted.IsuggestedthesimpletweaksneededtoimplementtheseDotComSecretsyou’vejustlearnedabout.Wewereabletoseedramaticincreasesalmostovernightineachofthesecompanies.

That’swhatIlovesomuchaboutthethingsyou’velearnedinthisbook.Theyareallsimpleconceptsthatyoucanapplywithouttoomucheffort,buttheresultsfromeachofthesetweakscandoubleortripleyoursalesalmostovernight.

Once this book is available to millions, I know it’s going to be much harder toaccommodateeveryonewhowantsmorepersonalizedhelp.SoIcreatedsomethingspecialjust for the readers of this book. I’ve opened up space in our DotComSecrets IgniteprogramsothatIcanpersonallylookatyourcurrentfunnels,spendanhourwithyouonthephone,andthenhavemyteamworkwithyouforafullyeartoimplementthechangesyouneedtomake.

Ifyou’dbeinterestedinbeingpartofIgnite,thenIwanttoinviteyoutoapplywithmepersonally.Youcanapplyhere:

http://Ignite.DotComSecrets.com

After you apply, someone onmy teamwill give you a call and explain the Igniteprogramtoseeifit’sagoodfit.Ifitis,thenwecouldactuallybetalkingtogetherlessthanaweekfromrightnow.

Andwiththat…

Iwillendthisbook.

Thankyousomuchforreading,andIwishyouallthesuccessyoucandreamof…

RussellBrunson