All language subtitles for 09-Book Funnel Framework

Ok I.
Need updates on these images.

Book for has more 3 pages so this is the
book funnel has more than 3 pages like

the top there but.

This is the book funnel OK.

So there's a sales page, a bump up,
someone up sell 2 and thank you page.

Ok. So that's what a book funnel actually
looks like.

Ok. Now again I mentioned this a second
ago, but a book funnels aren't just for

selling books, OK.

The structure is works really good for

selling books, but it works for any type
of information product in fact for most.

You guys recommend not writing a book
right away because writing a book takes a

long time.

I just finished my third book and it's

hard. So there's a point in time when you

should write a book, but prior to that
you can use a book full of stuff that's a

lot faster.

For example, this is i used a book funnel

for this and it wasn't me selling a book,
it was me selling a preloaded MP three

player with a whole bunch of episodes
from the marketing in your podcast.

I'm back.

Was the market in your podcast.

Ok, so I took the same book funnel
structure, but instead of selling a book,

I sell information on MP.

Three player OK, this is the same thing I

did with the perfect webinar script.

It took the same book funnel structure

but I didn't have time to.

Write a book on this, so I gave it away

at. One piece of paper.

They had my script on it with a CD, DVD.

They explained this was a CD and DVD.

Case was information.

Doesn't have to be books, any kind of

information. Works really good through a book funnel

OK. All right. So walk through the process.

So the first step in a book funnel is the
two step order.

Form ideas OK.

You've seen this dot com secrets book

you've seen there's expert secrets book.

The traffic secrets book will be similar.

That's kind of the page structure.

Now I'm going to walk through, I'm gonna

explain you guys how we kind of figured
this out.

So if you look at the two step order
form, the order form is close to the top

because the offer is low.

Low price point, right.

If I was selling something more expensive
like 100$ or above, I would not put the

order form at the top.

Ok, it's too fast.

I put the order form down below lower,
but for lower ticket things I put the

order form here.

Now I personally used to.

I hate this look and feel.

So if anybody is like, I hate this.

I don't have an order for the topic.

I get it.

I hate it as well.

In fact, and probably a decade ago, I

started studying from these marketers and
there's different tiers of marketing.

There's like.

I will make and it's not like the good

guys and the bad guys, but there's like
there's like light and dark and there's a

bunch of shades of Gray in the middle,
right.

And I've always been you know on the
marketing like the lighter side of

things. But I met these guys who are definitely

more on the darker Gray to black cat
businesses and but they were making

insane amounts of money.

And so I was like, I want to learn from

these guys.
What do they know that I don't know.

And so I got into some groups, I met
these guys and started talking to him and

it was interesting because they started
showing some of their funnels.

I started looking at pages.

And most of their pages had look similar

structures. They had the order form and on the right

hand side and had their name, their email
address are full shipping address, all

sorts of stuff.

And I was like, that's crazy, you're

asking for all this stuff before they
even know what you're selling.

Why would you do that?
And like we've tested a billion different

things. These guys were like scientists, like

they literally would hire people at
colleges close to them.

They had like computer science degrees in
mathematics degrees, all stuff having to

do insane on split testing.

They were driving so much traffic and so

they showed me this these pages and I was
like I don't like those.

They said no way works step number one.

We asked for the shipping address and

said number two.

We asked for their credit card, he said.

We asked the credit card page number one.

It dramatically decreases conversion

because the risk is too high for the
person.

And with all these mathematical reasons
and all these split tests they done,

they're showing me and I was like, oh my
gosh.

And so I fought it for years.

I was like, I'm never going to do that.

Kind of thing like it's just I don't like
it.

I don't you know, in my mind is like
something that.

Like these kind of marketers use and then
one time I decided, you know I'm going

to, I'm just going to test it like these
are some testing that crazy like could I

do it in a way that's not you know the
black cat side where we're selling good.

Products, good things, but using the
techniques and the things that we learned

over here.

And so we did our very first version and

it was before clickphonesbefore.com
Secrets book was another offer we had

made and we tested it out and I did the
thing with everything being above the

fold just like this.

So there's a video, the order form, and

we tested it and I tried to model there's
as close as I could and I kid you not out

the gate did five or 6X higher conversion
than anything we have been prior to it.

And I was like, Oh my gosh, like, why did
I fight that so long?

And so we built.

Click funnels initially I remember.

Todd had the original order forms.

I was like is there any way we can build

an order form that takes that whole 2
step element that we that we love, that

we use, that we have to custom code every
single time and make it a thing.

And so he did.

And so for now all of you guys if you

want to do 2 step order for me, click a
button and boom it pops the thing in

there. It is one of the most amazing things on

Earth. So that's kind of some background story

of such a geek on this stuff.

Like I could go every like element like

why I have the copy above the shipping
box and why it talks about order speed

about why we did button.

But like everything I could tell you the

story behind it, there's so many
different tests and variations.

People I met and things we figured out.

But as a whole, if you look at this like

this is the framework, this is what it
looks like.

Remember I told you earlier, like all
these funny things are frameworks?

This is the framework of a successful
page for an unboxing funnel okay video 2

step order form like the headline there,
like the structure is been tested more

than probably anything that you ever
dreamt of.

And this is like the control right now.

Ok, and hopefully somebody will beat the

control, but this is the control.

So this is where we start from.

We try to beat it from here.

Ok.

So that's the first page.

The two step order form a couple key

things. Again, headline, video, all the arrows

pushing my eyes towards the order form.

And then there's the order form over

there. Step number one we're getting shipping

address and then step number two we get
their credit card information.

Ok, so that's number one.

A couple other things on this page.

If you start looking at my pages closer,
you'll see more fun things.

I'm going to map this out so I can
explain it while I write it.

In every cells process we do.

There are.

Three things I try to do number one.

The most powerful way to sell anybody

anything is through emotion.

Ok.

So motion is the best.

That's why when I talk to you guys on

session number one about storytelling,
I'm telling a story, trying to invoke an

emotion to get you to do something right
about.

We don't use logic to sell, we use
emotion is the core thing, right?

And so emotion is why people buy it, OK?
We always say people, they buy things

emotionally to justify them logically.

So my the best tool I have to sell the

masses is emotion.

So that's where I lead with, OK, then

what happens is there's a percentage of
people even thinking emotionally engaged.

Like this is amazing.

I want it.

And then all of a sudden.

The logical thing break thing pops up and

they're like, Oh no, how do I justify
this to my wife or my spouse or myself or

my bank or my accountant or whatever,
right?

And the logical brain starts going like
crazy.

So the next close is the logical close.

We'll put glasses on, logical guy.

They're smarter, right?
So next is the logical close.

Ok. And it's not nearly as powerful, but
it is important because a bunch of people

who, like, even if they're emotionally
sold, the logic, they're gonna like, talk

themselves out of it, right?
And then the third over here is the

emotion. Sorry fear.

How to make look fearful?
Except for old browsers like fearful, I'm

not that good of a draw.

Anyway, that guy is scared, so he looks

pretty scared, right?
I don't even know.

There you go.

That got scared.

Ok, so we got emotion, logic and fear.

Ok, and?

Fear you can put.

Here you can play an urgent ski urgency

and scarcity.
Ok, so if I'm trying to sell something to

somebody, my very first pass is like, let
me emotionally convince you of things.

I emotionally sell you.

And again, a bunch of people, that's the

big domino knocks down and they're gonna
buy the next wave of people.

Or the logical is like, I don't know
about this.

And if I can logically convince them,
knocks them down, boom, in the next

percentage comes.
And the last is people who are like.

Even if they're in here, they're like,
I'll do it later and they're.

Like, you know, like.

They can't make a decision to freaking

out and urgency and scarcity is going to
push them over, OK.

If you look at like percentage wise, I'd
say you're looking at probably.

I don't know.

I'm gonna guess.

Let's say 40 % here.

30 % here.

That equals 100 right yeah OK.

I'm saying it's I'd say it's probably

around this, OK.

Forcing your buyers come from logical

from emotion 40 % comma logical last 30
convergence and scarcity.

So most people do is they just do one or
the other right.

And the logic doesn't work.

They've gone to the motional first and

the fear doesn't work let's say gone
through these first as well.

So this is the sequence.

So if you look at any email follow up

sequence I go emotion my first couple of
emails that I moved to logic and I fear

if you watch my stage presentation I
start with emotion.

I moved to logic I moved to fear Watch
how I sell.

Coaching motion, like everything happens
like this is the process.

Ok? Motion, logic, fear, emotion, logic,
fear.

Ok. So understand that in all you're
selling is always happening in the

traffic seekers book.

You guys will be getting here in the near

future. I go deep into this and show how we use

it even in retargeting ads.

And like everything is moving from

emotion to logic to fear.

Your best case to sell some of the motion

that shifts the logic and then it goes to
fear.

Ok, so it's interesting if you look at
the layout.

Of most of our sales pages, but
especially our two step order form pages.

Is the top block here.

The top third.

This is like a video here of.

Me and the two step order form.

And this whole focus.

Here is all about emotion, right?

So, you know, it's the top 1/3 here.

There's a smile is me on the video, like,

hey, this is Russell Brunson.

I'm emotionally trying to tell you a

story to get you to buy, OK?
And for the percentage of the people, the

majority of people buy right here.

And then people are like, oh, that's

amazing. Like, but what?

Like, what's the catch what?
You know, right.

They have all the things that keep them.

So they start scrolling.

That's just scrolls.

They scroll past this now, this next

thing. Ok. The emotional people didn't even see

this. They bought.

They're ready to go and take over the
world, whatever it is you just sold them,

right?
The next people are looking for logic.

So here's we have like all of your copy.

That's speaking.

Their logical mind.

Ok.

In fact, all you can say a lot of times
like logically know if you want to

logically know what funnels are, great,
great company.

Logically, if you really want to do this,
you got to work with a company who, who's

helped more people hit millionaire status
phones than anybody else on Earth, right?

Like, it just makes logical sense.

Like I'll even use the word logical

because that's who I'm speaking to.

Speaking the logical mind.

Ok. So trying to get them to be able to
justify this to themselves, to their

spouse, to their account, whoever it is,
they got to justify things logically to.

Ok, in fact, I heard someone tell me this
one time about this, like buying cars,

right?
Like you go into the car.

Leadership and you see the new car, it
could be whatever it is for you.

It could be a Ferrari and McLaren a
Lamborghini, maybe it's a minivan.

Like everyone got their thing right.

You see the car and like ohh this would

be so amazing.

Your picture yourself driving the car and

like the wind blowing.

Your hair, all the amazing stuff, right?

And you're emotionally so sold on.

It and you go and you buy it.

You drive it home.

Your spouse is like, did you just buy

that?
You're like, Oh yeah, you have to

understand how like he gets really good
gas mileage.

Like it's on the best, most safest cars
in the world.

Like, you logically try to convince them
of what the emotional decision just made,

right, because we buy things,
emotionally, we justify logically OK, so

that's what's happening i'm giving them
the ability to.

Justify it to themselves or the person.

They have to justify this to this

purchase to later right and then the
third thing is all about fear, right.

So this is where my urgency and scarcity
comes.

This was like why I gotta be right now
and the call to action and how many are

left and all the things that cause
urgency and scarcity and fear.

And that's the.

That's the third thing.

Ok. So if you look at the funnel box,
that's the layout of a page, emotion,

logic and then the fear.

Ok all right.

So that's page.

Number one, you guys know there's all

this stuff going into, you're.

Like, Ohh, Russell Super Funnel page.

It's like, no, you have to understand the
frameworks, right?

Here's the frameworks happening every
single page what and how it all weaves

in. Now it's like you gotta take your art.

Like what is your emotional story you're
gonna plug in here?

What's your logical arguments about why
in the world they should buy this thing?

Ok what's earnest care?
So you're going to create, this is where

you weave your art into this framework.

But understand this is the framework,

right?
It's a page.

It's a process, things like that.

Now you got to weave your stories, your

art, your stuff into that framework.

You're going to paint the bathroom,

whatever color you want it to be in this
house.

But the framework is there.

Ok. And so I showed some of this home

page, but this is a theme that you see
throughout.

It's an email.

Sequence it's in every page, upsell pages

down South.

Like throughout everything we're doing,

you're gonna follow this emotional logic
fear path.

Ok, over and over and over again.

Ok. And then move to the next slide.

So OK.

So there's the two step order when we

talked about here.

Ok again, step one up in the shipping

address and it automatically directs
September 2 where they put in their

credit card information.

Ok now.

I'll show you one thing we figured, I
can't remember exactly where we figured

this whole thing out.

I'm pretty Dang sure that I gave it the

name order form bump.

In fact, I would bet because I had some

friends who they did a lot of
infomercials back in the day.

And what they would do is if you ever
call an infomercial, they call you on the

phone like an order this book or this
cooker or.

This juice machine never you call on the
phone and then the sales scripts were

written on the phone is they create they
call them bumps so the bump is like oh do

you want rush shipping ohh cool hey you
want the.

Cookbook to go along as.

Well, oh cool.

And they call them bumps instead of
upsells and so.

When we started building this because.

Friends who always called them bumps on

the phone.
I was like, let's put a bump into our

into our funnel here.

Now the reason why order 4 bumps are so

powerful is.
Back when I.

When I was a young and in this.

Industry and we were first learning.

About this whole funnel concept, this is
what.

Happened is somebody had a page, right?
Where they sold.

Something and they made money like this
is amazing.

And then somebody had an idea.

Like, let's put an upsell some made

upsell OTO one time offer and they sold
something more, oops, there's a person

and they sold more and they're like, Oh
my gosh, like, 1/3 of people.

Who bought? Who bought this?
Also bought this I made.

Moe money. Just kidding, more money,
right?

They made more money and like this is
amazing.

Like wait, what if we did instead of 1
up?

So what if we did 2 upsells and like oh
that's great, they did two upsells right?

Oto 2.

Ok. And also like?

1/5 people about this and they made what?
More money like this is amazing.

We have two episodes.

What if we had a down sell here?

And what if we had a down sell here?
Well, if we had another upsell fitting

up, Sir.
No Sir and all.

Of a sudden what was created were these
funnels.

We had a friend who started videotaping
funnels and there are people go through

like a 3 to 4 hour long process to get
through all the upsells.

You just call this upsell and we guess
the next word is upsell hell.

Ok. And I got called this traps, like
what's doing?

So I gotta have more sales than the last
guy.

So I used to have every single funnel I'd
have, I would have upsell down, so upside

down, upside down.

So some went through everything and said

no to everything.

I had six offers and I was like oh that.

Plus the first thing they just bought,
right.

And I was like this is amazing.

Like we're making so much money and then

one day.
I had these friends.

This is like a decade ago.

These friends, they to create this new

software that would do ratings and
reviews.

Actually approved.com
is really cool software and they said,

Hey Russell, this new company.

About to launch when you try it out, they

said go and take our little shopper
approved widget and put it on your thank

you page, the last page here, put it on
your thank you page and basically people

can rate you based on their experience.

I'm like OK cool we'll get all of our

raving customers who just bought, tells
how great we are and we can use that

widget and plug it in somewhere.

And so I put on this thing in the middle

of our launches.

People bought the product, went through

six upsell down, sell things.

They land on thank you page and they

would be like, hey, what was your?
Series like today rate it and I had no

idea how upset my customers were about 24
hours into it.

I logged in to read the reports and the
majority of the people who made it

through upsell hell ended up here and
they hated me.

They were I was making I'm like I'm
making money or card values huge.

Like I'm so excited.

So I found all my clusters, hated me and

all of a sudden I realized, Oh my gosh,
the lifetime value might cut like the

short term.
How much money I made in the short term

increase lifetime value.

Customer died, right.

Talking about value.

Others and taking somebody on this

journey. I've had people that have been phones for

five years, almost coming on six years.

People go to every single fucking life

why?
Because I have an amazing experience.

We serve the highest level possible and I
realized that all these people went

through this process.

By time they end over here.

They are not happy with me and the
experience was bad.

And I was like, Oh my gosh, I gotta do
something.

And so I start looking and say, well this
is a bad experience, what should I do?

I said OK, I'm gonna cut this up cell and
this up cell, I'm gonna cut the down

cells and down cells right here and I get
testing and testing.

And we tested a ton this for about two
years or so.

And we found when all is said and done,
we found that for me.

And again, this is different for
everybody.

Some industries are different too.

Sometimes you can do more or less.

But my own personal rule for my funnels
is I never want to have an offer.

And I will Max have two upsells.

That's where I found that the maximum.

Number of money for me and still
happiness for my customers over here,

right. It was like that was that was the sweet

spot. I went beyond that.

That's when I started getting angrier
anger and anger and just ruined my whole

company right when I kept it to the
product and two upsells Max.

That's when people are happy and they
continue my value ladder and like

everything was good.

So that's a big lesson I learned.

I wanted to share with you guys because
sometimes you can use these funnels and

you can make a lot of money but you can
destroy your relationship, your customers

and you make money the short term and not
the long term.

I don't know about you but in the long
term game this is not a.

Short term transactional thing for me.

Otherwise I'd be charging this very

second to be here, right?
The reason why he has to be here going

through this is because I know that the
happier you are here, the more likely you

are to get build funnels, more likely to
build funnels on this platform like here

in the fucking live, more likely you're
going to buy another course in the future

like. Go to funnel.

Flicks, like all the other things happen,
the happier experience you have.

So if I take some short term money loss
here, it's worth it because long time

lifetime value of the customer
dramatically goes up.

Does that make?
Sense OK, so that's kind of the game

plan. So for me it was always like this

frustrating thing of like I miss the days
when I was getting 2.

100$ average CART value but.

I like the fact that my.

Customers happy we make more money long
term, but I'm always figure like, is

there another way?
And so this is when the order form bump

came into existence.

Ok, so I'm telling this whole story.

The order form bump is basically another
upsell that nobody sees as an actual

upsell. Ok, it's like the closest thing to free

money you will ever get, where you can
increase how much money you make and keep

your customers happy, and you're getting
a whole third upsell.

That's like sneaky stealth attack.

Ok, this is where the order form button

comes from.
Think about.

Think about when you're at the gas or the
grocery.

Store, right. You're going around and
shopping cart, you buying all your stuff.

You feel anything if you get to the very
end and you start going through checkout

line you're walking through also you sit
there line.

You look to your left and you're like ohh
there's the National Enquirer and the

Star magazine and people and like all of
the gossip magazines right there.

You look in the right hand, boom.

We see tic Tacs and you see gum and you

see Purell hand sanitizer and you see
bottles of like all the impulse buys,

right and be like oh I'm going to get.

That and this.

And this and this.

And they grab right there like.

That's the equivalent order form someone
coming through your funnel right also

they stopped like, oh, what's that?
Boom, that's the order form.

It's getting them just enough tension.

They don't think about it.

They're looking like, oh, I want that as
well, OK, there's no sales letter for tic

Tacs, right?
You're like, oh, those look really good

to get the orange ones because it taste
like candy.

They are candy, but I think they're meant
because they've tricked me, right?

So you grab it really quick off the
shelf, that's an order form.

Bump is OK if the thing you're selling is
complex and it will not work as an order

for a bump.

And needs to be something.

That tastes like.

Oh, do you also want?

This like, Oh yeah, I do.

Ok. So let me show you an order form

bump. Looks like if you're not familiar, OK,

the order form bump is very strategic.

Where it fits, it fits.

After someone put their credit card
information, they already had the

commitment to put their credit card
information in.

But before the submit button, right
there, we tested above like every

variation, like that's the sweet spot
right there.

They come in there and they're buying the
product, their credit card, and say, hey,

real quick, do you upgrade your order?
Boom Here's the thing and this has got to

be again, your tic Tac offer where it's
just like, it's simple, it's a it's a one

sentence to explain it takes 3 sentences
explain it's too, much, it's like, oh,

he's bought this book on whatever.

You want the audio book?

Or do you want the templates?
Or do you want?

The very simple.

Offer right. And that gives you this

extra upsell in here that doesn't again
increases your money, does not decrease

happiness level of people.

Ok. This is like for most people most

businesses the order form bump will cover
the cost of your advertising.

This makes you the rest of your funnel
profit.

Like it's like the secret sauce.

Anyway that's an order form bump.

Here's a couple of examples of just like
really quick like yes Russell upgrade my

order add this to it.

Yes Russell comma order up my order.

Ok. If you don't have an order form bump
on every order form, you're literally

just throwing money away.

Ok, it does nothing but give you more

money. Ok, does not decrease happiness of your

customers. It just gives you more money and gives

them another opportunity to buy something
from.

You OK? That's the order form bump.

It's like the greatest gift that we could

possibly give you.

Again, I'm building.

Click, not me.

I didn't build click photos when Todd was

building. Click phones like please give me an order

for him.

Please like we got to figure this out

and. So he put an order form and now it's.

So simply click a.

Button every single order form and that's

literally free money will cover your
cover your ad costs in most situations.

Ok, so that's the key.

Or form UPS.

All right, satsuma.

But they bought your product, buy your

product. They saw the order form up.

Now taking to our upsell process.

Ok, we use the words upsell and one time

offer OTO.
Synonymously same thing.

Especially one time offer special upsell
doesn't matter.

You'll hear both those terms inside the
industries all the time.

One time offer OTO or upsell.

Ok now with information product and this

is the difference between a book funnel
and a cart funnel with information

products. The secret like people always ask like

what?
You know if I if they just bought a 10$

book, what should I what?
Price point, should I sell the next

product?
I'm like, no, you understand that's not

the right question to be asking.

It's not about the price point.

The question is what is the next logical
thing that they need on their journey?

Ok, so say they came right here.

And they just.

They saw your thing and like this is
awesome and they bought right and then

order form bump you to tictac offer right
here now they're coming through so you

think hey what's the next.

Logical thing that they need to be

successful, OK.
And OK if.

It's a thousand dollars or two dollars
like the next logical thing is what

should be right here.

Ok, the first time I got this, I.

It's been a while since I since I learned
this lesson, but somebody was.

Talking, I think I've been Mike Geary.

Anyway, but anyways.

Whoever it was, thank you for telling me
this concept is it's meant a lot to me.

I can't even remember exactly it was.

But the concept was let's say someone

comes to your funnel, right?
And so you have the ebook, your ebooks

are like how to get 6 pack abs?
Like sweet, I got a 6 pack abs and you

bought the product.

Now what we think sometimes like well

someone that person interest 6 pack abs.

I'm going some more 6 pack ABS training

here. This is my 6 pack ABS home study course

we don't understand is that if you put
yourself in the mind of your.

Consumer soon as they bought thing like I
need 6 pack ads, they bought it.

They put their credit card, they bought
it in their mind now.

They have 6 pack abs.

This promise has been.

Fulfilled in their mind.

Like I got 6 pack abs you got me.

Like hey my 6 pack app Apps Home study
course, they're.

Like I already have apps, I bought them
like a minute ago.

Like why would I buy this net?
Like already bought that.

Ok, there's there itch has already been
scratched.

That's you understand.

Ok the first time I got this.

When we launch hundred split test book
and hundred split test book and the

upsell was our conversion course for two
hundred ninety seven bucks.

And almost nobody bought this.

I was so confused.

And so I started emailing customers like,
why did you not buy this?

Like you told me you're in split test and
said, well, buyer split test book already

have split.

I don't need to test something else.

I was like, crap.

So the question is like, what's the next

logical thing if I just got 6 pack abs,
what's the next thing I need?

Well, it's like, hey, you're gonna go out
shopping or you gonna go eat at fast food

restaurants?
How do you find the food that's actually

healthy?
Like, Oh my gosh, that's a good point.

I'm going to be it for that is the next
thing I have six pack abs.

I got to keep them.

Well if I'm gonna eat fast food, ohh my

gosh, I need that.

Boom, they're going to buy that product.

The next logical thing, someone just
bought my they boughtthe.com

secrets for how to build funnels.

Ok, if my next thing more funnels.

Not going to buy bought funnels in their
mind that itch has been scratched.

What's the next logical thing they need?
Oh, if your.

Photos need traffic, or if you have
photos you copy right, it's the next

logical thing.
So when you look at an info product, book

style, unboxing funnel, it's always about
what's the next thing they need now.

This upset was the next logical thing
they need.

You don't need that.

Like, what's the next thing?

Like, I bought I bought dotcom secrets,
the book, I bought the copywriting

course, how to put the words on the
pages.

Now I need the traffic course.

That's the next logical thing.

Ok, so that's more important is
understanding the logical sequencing.

Of events then understanding the price
points like this one could be could be 50

bucks, it could be 500 bucks, would be
500 bucks.

It doesn't matter about that, just
matters if it logically makes sense

sequentially. If that makes sense, OK.

The other thing is that with.

If you go back to slides over here on the

upsells, like, these videos are typically
very simple.

It's not me.

In fact.com

secrets book, you'll get the scripts for
how we do upsell videos.

It's not like repitched everything.

They already bought this thing.

It's just saying, hey, thanks so much for
buying the book use, bought.

The next people I was asking after the
book is like, how do I write the copy for

the pages?
So let me tell you about this thing I

created for you boom so it's a faster
upsell you have some videos are typically

2 to 3 minutes long Max.

They're not longer than that.

I'm not trying to resell on something
they already bought the first thing.

I'm just trying to push them over the
edge, like, oh, you also need this as

well. Like, Oh yeah, that makes sense.

Oh, yeah, that makes sense.

Ok, that's the that's how you position

the upsell offers.

Ok, now, I told you before, I always do.

I do Max and offer a bump and two
upsells.

Sometimes the sending 2 upsells.

I won't.

I'll kill this one right here.

And instead what I'll do is I'll add.

A downsell?
Ok. So I kill this right here and then

this is my offer by bump my upsell my
down.

So that'll be the that'll be all that I
do.

Ok. So what a downsell is basically is
typically it's like they said no to this,

it's saying OK, you didn't want this
product for 100 bucks if I gave you the

digital version for 50 or maybe said
notice because you can't afford 100

bucks, how about we do three payments of
thirty seven, bucks right.

So usually down selling either a digital
version or a payment plan or pricing, but

it's basically just a down.

So like that it's very simple, very easy

that's usually what my downsell.

Offers are.

Ok. And then from here again option
number two, if I have that is the next

logical thing.
Ok. So that's kind of how we do these,

how we do a book funnel, the one last
thing that we do a lot of times and this

comes back to.

I showed you guys.

Not on this page, but if I showed you
guys or this page, we've been doodling a

lot today.
Back here is they've gone through this

offer. On the thank you, page, a lot of times

I'll introduce.
Them to the next funnel.

Ok. So for example, I call this the thank
you page webinar after someone buys the

traffic or the expert secrets book and
the thank you page, I'm like sweet thank

you for buying the book that you going
through upsell.

Thanks for everything.

We appreciate the customer right now.

I'm interested your training start today
because obviously excited about this.

So I wait for the book to show up, we're
going to start training right here, right

now. Let's go.

And then I.

Will go and I'll jump right immediately

into training.
And that training is typically a

presentation that then sells them on my
next thing.

So for me this is like an hour long or a
90 minute long webinar, the expert

secrets and I talk about that and then
click funnels and then if I make a

special offer for click funnels.

But because it's like broken and it's

perceived as training, it seems like
another a different funnel and people

don't get upset.

They go through an hour of like training

before they ever make an offer.

So it's just the next thing.

So they page webinar is the thing that we
use to bridge them to the next stage in

the value ladder.

Ok. So again the goal of that is to

invite your customers to keep moving.

Moving through.

So I want to show you why this is so
vitally important the book funnel or

unboxing funnels like this.

Ok. I'm gonna show you this in relation

to a typical author, OK?
So a typical author, I hear some of my

friends who have written books and
they're all on Amazon.

The books sound like 15 to 20 bucks,
right.

So they've got 15$ to spend to sell a
book, right, in advertising.

And so that's the problem.

And I'm going to show you why here in a

second. But that's the biggest problem.

Most authors struggle selling books.

People always ask me, well, how in the

world you sold so many copies of your
book because they don't rely on Amazon.

I create funnels that make give me the
ability to sell unlimited number of my

books. We sell thousands of copies every single

week. For five years because of these book

funnels. Ok. So funnels make it possible to sell a

lot of books with no advertising budget.

So we walk you through the math and the

metrics and hope you understand book
funnels and cart funnels a little bit

better. Ok. So here's the math, basically how the

whole thing works.

Ok, CPA stands for cost per acquisition,

how much does it cost, me, to get a
customer, OK, I'll break, I'll go through

the details, but that's going to cost.

A CV is my average cart value.

So on average every single person goes
through this funnel.

How much money do I make from them?
Ok, I'm gonna show you guys how this all

this works, Ken.

So number one right now we spend about

23$ on average on Facebook to sell a copy
of one of my books.

Ok, so that's why that's my bounty.

I pay zuckerberg here's 23 bucks.

He's like, cool, here's the book
customer.

Ok, so it's cost me 23$ now, if, you
think about if you sell your book on

Amazon, you sell 15 bucks.

You're already in the hole right there,

right?
You paid soccer 23 bucks, you go to

Amazon, he buys 15 bucks.

You just lost whatever the difference is

on. There's two. It's been too.

Long a day for me to do the math my head
right now, but that's why most people

can't scale the book.

Campaigns or any?

Pain right? So instead we start selling
through funnels.

That works.

Come back.

Here's my here's my book fund, right?
So the very first page here they come and

they put in their credit card and the
book is free.

This cover 7$ 95 cents shipping.

And handling OK, so far on average, about

13 % of people will land on this page
will give me the seven ninety.

Five shipping handling OK so they've
given me seven ninety five.

So my average cart value so far is just
seven ninety five for each customer came

through only made 7$ 95 cents so i, spent
twenty three dollars i made seven ninety

five. So right now I'm in the hole, right?

It's like, crap.

I'm not.

I'm not going to be successful.

Now this is where the fun starts taking

place. Ok, so 13 % of people bought the book

from that 20 8 % of people also said yes
to the order form.

Bump say they pay an extra 37$ and said
yes, so I also want that as well.

Ok, so 20 point % people bought that
upsell and so now I take the seven ninety

five plus the 20 8 % of 37 Equals.

If I do the math down there now, my

average cart value is 15$ and sixty five.

Cents i, spent the twenty seven dollars

i. Made 1560 So I'm still not break even

yet. But just wait, we're just in the very.

Beginning of funnel, OK.

So now we go to the next step after order

form bump.

Now I go to upsell number one it's a.

Ninety seven dollar course right on 9 9-2
% of my customers by the upsell in 97

bucks. Ok, so I take that times nine ninety

seven dollars times ninety two it means I
made an additional.

Six twenty nine dollars and sixty cents.

Which basically my average cost right now

is 25$ 27 cents so i spent 27 I made 25
so I'm still in the hole.

And this is where I'm still number two
comes and saves the day up number two

happens two hundred ninety seven dollar
course four point one nine % people take

the second upsell.

Now my average and average cart value

bumps up to 37$ and seventy one cents.

So if you look at that means I spent 23$

to Zuckerberg on Facebook.

I made 37$ 71 cents on average for every

single book that I sold.

Which means I made 14$ and 71 Sense.

And I got a customer.

Ok, so you see how that works when I do

it that way.

I don't have an advertising budget

because how much money you spend on every
day on books, I'm like, well, every time

I spend 23$ i thirty seven seventy one i
make fourteen dollars for your book I

sell. I guess, man, I want to sell a thousand a

week, 2000 week, 5000 a week.

Can't just keep cranking up the ad spend

as much as I can possibly handle.

Ok, that is the big secret.

Ok, so if you look at this, when you're
average cart value is bigger than your ad

spend, you can grow your list without any
limits.

Does that make sense?
So that's the magic you guys, if you

start understanding that, OK, when I
spend 27 bucks to get a customer and I

make 37 I get cash and I get a customer.

Now I can start sending out value ladder.

Ok, from the last session we talked about
the value of a list.

A list is valuable, even more valuable
than a list is the buyer list is the

people who paid money for information,
they're more valuable to me, OK.

And so that's what these book phones,
they create customers for you.

Ok.