Dotcom Secrets: The Underground Playbook for Growing Your Company Online with Sales Funnels

by Russell Brunson

I’m not going to charge you the $________ that this is worth. I’m not even going to charge you the $________ that you were probably thinking. Because you are here today, I’m going to give you a very special price of just $________.

Future pacing: Help them see how awesome their lives are about to become—after they buy your product. Just imagine what life will be like after you start getting these results . .

Close with reminder: This is a summary for the skimmers, but it can remind all readers of the offer. Remember, when you get started today, you will get ________ [restack the offer].

Value stacking: I like to try to use the word FREE as many times as possible in my upsell videos and on the page. I start looking at all the other things inside the offer and I quickly tell them about each cool thing they are getting, and how they get it for free when they act now. If you act now, you’ll also receive ______________ (worth $________) for FREE. And ________ (worth $________) for FREE . . . And ________ (worth $________) for FREE . . .

Big promise: Share your big promise. This is the One Thing that got the participants to sign up in the first place. It’s also the ruler they will use to judge your webinar’s quality.

Hi, I’m Russell Brunson, founder of ClickFunnels, and in the next 60 minutes, you are going to learn my exact strategy on “how to ________ without ________.”

2) Hook to end: Give the participants a reason to stick around all the way to the end of the webinar.

Command attention: Tell them to close out of Facebook, turn off their cell phones, and give you their undivided attention. Also, you might ask the participants to grab a pen and paper for taking notes.

Qualify yourself: Let the participants know why you are qualified to speak on the subject. You’re probably wondering why I’m qualified to teach on this topic. Here’s my story: ________.

Future pace: Lead the viewers through some imagination exercises where they can picture what life could be like once they learn the secrets you’re about to reveal. Be descriptive and appeal to all five senses, if possible. Imagine what your life will be like after you know how to ________. Can you see ________?

CONTENT This is the majority of the webinar. It should run about 45 minutes and deliver on the big promise that you made to them earlier. Your goal isn’t to teach them everything; it’s to help them break their false beliefs around the topic that you’re teaching so they will be willing to let you help them to solve this problem in their lives.

You can make more money in one day selling high-ticket products than you can in a MONTH by selling normal products.

The Stack: I consider the Stack my secret weapon. I learned it from one of my mentors, Armand Morin.

Here’s what I’ve got: During the first part of the script, I show them the new opportunity again, quickly recap the “what,” and introduce them to my offer. Here is where I show them how to get the “how.”

Here’s what you’ll do with it: Now that they’ve seen the full offer, I want to paint a picture of the ownership experience. What will it look like after they get access? Oftentimes, I’ll even show the buying process.

Here’s what it’ll do for you: Here is where we re-explain the benefits of getting the product as well as all the hidden benefits that we can think of. I’m trying to appeal to their logical side now, so I will try to think of as many different logical things that this offer will help them to solve.

At the end of the day, we all want the same things: respect, inclusion, and purpose.

QUESTION #2 Clearly, you know what you want. You’ve painted a really great picture for me. So let me ask you this—why don’t you have it yet? What’s been standing in your way or holding you back?

you’re looking for their obstacles and objections. If they don’t have what they want yet, there must be a reason. And you need to know whether you can help them with those obstacles or not. If they start blaming other people, you can’t help them.

QUESTION #3 What resources, talents, connections or skills do you have that you’re currently not using to the fullest potential that we could use to overcome your obstacles and achieve your goals?

It’s much easier to sell a $2,000–$100,000 program on the phone. That extra step helps people feel more comfortable paying the higher dollar amounts. At the higher-level programs, you are typically going to be working more closely with people. You can screen them to make sure you’ll enjoy working with them. If they aren’t a good fit, don’t accept them into your programs.

Introduction: For setters, the goal here is to introduce themselves in a low-key way and have a natural conversation with the prospect. The setter is getting to know the prospect and pulling out any emotions related to the topic you’re discussing. They must find out where the prospect is right now and how he or she feels about where they are.

Why do you think you’d be a good candidate for this program?

Now, I’m not personally an expert at building businesses online in five hours a week. My job is simply to find the people who are qualified to be part of this program. If I feel good about you, I’ll turn you over to our program director [the closer]. He is the one to decide who will be the right fit for our program. Before I do that, I need to find out a little more about you and fill out a short profile. I need to understand where you are right now professionally and financially.

they’d like you to write them down for yourself. Write down a six-month AND a 12-month financial goal. Next, write down three things you want besides money.

about 95 percent of my revenue comes from just three basic funnels: my book funnels, webinar funnels, and high-ticket funnels.

“one good funnel, properly exploited, is worth more than ten lifetimes of hard work.” It’s worth putting in the time and energy to take your funnel from a loser, to an okay funnel, to a winner, because when you get one of these funnels to take off, it can transform your life forever. I always tell our funnel hackers that “you’re just one funnel away,” and it’s true. One funnel can change everything for you.

My funnels are all very, very simple. You’ll notice from all the examples inside this book that most are three to five pages with one good Soap Opera Sequence. I do this for a few reasons.

most entrepreneurs fail isn’t because their ideas aren’t good. It’s because they either run out of time or money before their ideas get to market. Simple funnels allow you to spend a few hours, or maybe a weekend, and you have a finished funnel that you can start sending traffic to immediately.

“money follows speed,” and that rule has been true my entire career.

after I send traffic into the funnel, I want to be able to quickly see what is wrong. With a complex funnel, it could be one of a hundred things that isn’t working. With my simple funnels, there are only a couple things I can tweak. The fewer levers I h...

So if I have a webinar that sells a $1,000 course, I’ll test with $1,000 of traffic. If I have a book funnel with two upsells, I will total up the prices of all the products in the funnel ($0 book + $37 bump + $97 OTO + $197 OTO = $331) and spend that much on ads for my first test. My goal from this test is to break even. I’m going to spend $1,000 in ads for my webinar funnel and try to get one sale so that I make my money back. If I do, then I have what we call a “breakeven funnel” because we broke even on our ad spend.

I spend the advertising money on Facebook or Google ads (or whatever ad source makes the most sense) and then I sit back and wait for the traffic I purchased to come to my funnel, join my lists, go through my Soap Opera Sequence, and see all the pages in the funnel. This will usually take a few days to a week after I spend the money.

The question we are trying to answer from this initial test is, “Will my dream customers pull out their wallets and vote with their credit cards for this offer I created?” My customer’s opinion is the only one I care about. I don’t even trust my own opinion. I’ve done enough split-testing to know that I’m wrong most of the time. You shouldn’t trust your own opinion either. Create the most awesome funnel that you can based on the funnel-hacking skills you have learned, and then invest the amount of money you would make if you got one customer to buy everything in the funnel.

Then I wait for a few more days to let the market tell me if the changes I made worked. Then I will look at these new numbers, make more tweaks based on the data, and do another test. Usually we’ll go through this process three or four times before we start getting a winner.

If I spend $1,000 on Facebook ads to drive traffic into one of my free book funnels, and I sell 100 books from these ads, then my CPA is $10.

You can find your CPA by taking the cost of your ads divided by the number of sales from your funnel (e.g., $10 ad spend/1 sale = $10 CPA).

By adding one small tweak such as adding more curiosity into their headline, they were able to lower their ad costs and increase their show-up rate.

One of the biggest secrets to online marketing is that you need a lot of ad creative.

his ads fatigued much more quickly online. He said that while on TV they would last 18 months, online they would only last a few weeks at best.

The emails, the sales pages, the upsells, everything has a hook, a story, and an offer.”

“If your ad doesn’t work, it’s always because of the hook, the story, or the offer. If your landing page doesn’t work, it’s always because of the hook, the story, or the offer,” and it went on and on.