All language subtitles for 04-Lead Funnels Framework

Everybody, this is Russell Brunson.

Welcome back to module number three of

the Phenology master class, the new art
and science of funnel building.

I've had so much fun so far teaching this
and you know, module number one, we

talked a lot about the secret formula,
which is the.

Whole overarching strategy of business,
right?

Like, who is your dream?
Customer where are they congregating?

How do we throw out hooks and bait to
grab those people?

And then how do we instead of just having
a transactional business, how do we take

them on a journey of transformation?
We can actually change their life.

As a result, we want to get to him now
with session number one.

Inside of that, we spend a lot of time
talking about Hook story offer, right.

There's so much noise happening inside of
our world all the time.

How do we hook them, grab their
attention?

Just long.

If we can tell them a story to increase

the perceived value, what is we're going
to offer them and to build a relationship

with them and then we make them an offer,
OK.

And I'm not talking about a product, OK?
It's a commodity.

We're fighting a whole people.

How do we create a true offer that's

unique, that increases the value of what
is that we're offering them as well.

And that was.

The hook story offer session, so that was

all in the morning yesterday, and then
session number two.

We start talking about the value ladder
and the results.

How are we taking somebody on this
journey?

Where do they go?
They're starting on step number one, then

go number two and number three and, we're
taking them to their oz, right?

The Oz is the dream thing that you're
able to offer them.

And how do we?
How do we take them on this journey?

So that was a session two is all about
the value ladder and inside of the value

ladder I talked about how at each tier
the value ladder there's different

funnels that we use.

But then also talked about the goal is

not to create 10 funnels or 4 funnels or
three funnels.

The goal is to pick one funnel, 1 funnel
only and focus on tell makes at least

1000000$ Actually the two comma club that
one funnel, then you can go and you can

transition to funnel number two either
going up the value ladder or down the

value ladder.
So that's kind of where we're leaving off

today. So today, we're going to be jumping into

the bottom of the value out.

I'm going to go through some of the

funnels there.
Now again, I'm going to be going through

over the next few sessions.

So we have session three, I'm going

through lead funnel.

Session four, I'm going through unboxing

funnel, Session 5, presentation funnel.

Section 6 is back end phone funnels.

So inside of those 4 presentations,
recovering 10 different types of funnels.

And again, I don't want to go overwhelmed
like I got to create.

All these funnels, that's not the goal is
if you look at all these ten when this

training is over to be like OK, that's
the one I'm gonna execute on first, OK.

So right now this is really get your mind
to understanding here are the core types

of funnels that are available to me, OK.

I've been doing this now I'm in my, I

think my fifteenth or sixteenth year
doing this, and so I've been geeking out

on a.
Lot for a.

Long time I funnel hacked thousands of
people.

I've gone through every funnel I'm able
to find.

I buy everyone's product to see what they
look like.

It was interesting is.

You know, even though every funnel is

different, there's different sales pages
and videos and things like that.

The funnel structure, the frameworks are
the same, right?

I would say the majority, almost all
funnels fall.

Into one of these ten different
frameworks gonna be sharing with you.

So if you can understand them and start
seeing them, you start seeing them online

you like, oh, that's a lead funnel oh
that's a survey funnel oh, that's this

guy. And you'll start seeing them.

Ok, because it's interesting.

In fact, even when I wrote the.com

secrets book, I would say the.com
secrets book is like, is the framework,

right?
It teaches you.

How to create the structure.

So let's say, you know, there's a,

there's a page like this, and there's
going to be a headline that goes here.

There's gonna be a video that goes here,
and there's gonna be a box that's got

forms here.
And then from there they go to page

number two on this page.

There's going to be a headline here, and

then there's gonna be a video here.

And then there's going to be a thing

right here.
It looks like this.

And then there's going to be an order
button here.

And then from here there's going to be an
upsell video.

It looks like that.

You know, like that's the framework, it's

the scaffolding, it's the structure,
right.

And so thewhole.com
secrets book and this process with

phonology is to teach you guys the
funnel, the like.

Yeah, the scaffolding, because almost
every single funnel is the.

Same, right? It's one of these ten these
10 frameworks I'm showing you.

And then what makes them different
though, is this is where you weave your

art into it.

Ok, that's what the whole expert secrets

book is about, is like your art, how you
tell your stories and your own

personality. And like all those things are what you

weave inside of here, right?
Because my funnel may look like this.

Tony Robbins for they all look the same,
right?

The structure of the scaffolding is the
same right?

Just like in a house, like every house.

The structure looks the same.

Like this is the kitchen, here's the
bathroom.

But then the second part is the art.

This is where you come in and you're

like, oh, I want.

Purple drapes, I want this picture on the

wall or whatever, right?
This is where it's you telling your story

and you with your headline here.

And this is where you're weaving in the

art inside of the structure.

Ok. But for you guys, I want to

understand how the structures are simple.

They're not difficult.

So I'm going to show you guys the
structure.

I'm show you a couple of examples of
every single type and you'll be like, oh,

that's the structure, that's the
scaffolding, right.

So it's very easy to build the funnel.

Like this is the scaffold and this is the

structure I need.

Now I just got to weave my art, my

message, my stories, my videos into that
structure.

Ok.
In fact, if you look at any of my

funnels, you'll notice really quick that
they're almost identical.

We don't reinvent the wheel.

It's like, OK, we're doing a book funnel.

This is what it looks like.

We're doing a cart funnel.

So it looks like we're doing like the
scaffolding doesn't change, just the

images and the videos and the art that
kind of gets weaved into there.

Ok. So you'll see that as we go through.

I want to kind of stress that again,

you're like, oh, there's so many to think
about like.

No, there's 10.

There's 10 blueprints and you're like, I

want to build that one.

You grab that blueprint and you're waving

your art into.

It's really simple.

And when it when it kind of comes down to
it.

Ok all right.

So session number three.

We're going to go into lead final.

So if you come back here to this is our

value ladder again, there's four
different tiers we're going to go through

in the value ladder over the next four
sessions.

So this first session is lead funnels,
then unboxing.

Funnels, then presentation funnels and
then phone funnels, OK.

So as Sam is moving up, the value out of
the type of funnel we use is.

Different in each.

Phase and the reason why is because at

the bottom of the value, I remember if
you come back what we talked about

yesterday. with. You've got the value goes right

here. Whose value?

You've got price that goes this way right
if something's down here where the price

is low, so maybe it's maybe it's a dollar
or 10$ or something really expensive and

values here, you don't have to have this
huge thing to sell it, right.

I just gotta come check.

I think you're gonna like this, right.

So my funnels are really simple down
here, OK, I might be a two page funnel

because maybe it's even free.

In fact, all the lead funnels I'm gonna

show you are free.

There's no money ever transacting.

So I don't need a whole huge elaborate
funnel to get you to give me your email.

Address so I see a simpler funnel, right,
lead funnel.

I'm going to get a lead, OK, but as I go
up the value out and the price of.

Whatever is going to sell.

Right now I'm asking for money.

My phone gets a little more complex.

There's more steps to the process because

it's a more complicated cell.

Now I'm going to, I'm trying to get you

to go run and grab your credit card and
come back, pull it out of you all and buy

something, right.

So because that my funnel's gonna be a

little bit different, little bit more
complex because there's more steps to get

you to actually to buy something, right?
If I'm going to move up now and move up

the value ladder, where the value is
going up, the price is going up.

Now I'm selling something, maybe it's a
or two thousand or five thousand.

Dollars OK.

These phones down here won't work.

Ok. I have a different sales process,
something more expensive to come up here,

and I've got my presentation funnels.

My TV for presentation, right.

I'm gonna make a presentation to sell
something.

And so there's different funnels that the
work at this level and the very top when

you're going you know twenty five
thousand hundred thousand million dollar

sales, it typically it's hard to sell
through other vehicles and so you switch

over here to a phone funnel, OK.

And so that's kind of what we're going to

be talking about.

Now inside of each of these tiers there's

different funnels you can use and so as I
explained to you like they all have

different reasons, different use cases,
some are like.

If you're selling a physical product,
this is going to work better.

If you're selling coaching, this, work
better.

If you're a local business, this will
work better.

And so it's just kind of like learning
them all and seeing the structure and

then for yourself, like what makes the
most sense for my business right now.

Ok. And so that's kind of how this game
is played.

That's why it's so important to kind of
understand these things.

When you understand them, then it gets
really easy to start using them.

Ok, I told somebody in my inner circle
one time it was Krista Masher, actually.

She came to me and I said I can talk to
someone within like 30 seconds and know

exactly when they build every single
time.

And the reason I know like it's one of
these 10.

And I know based on the personality.

Who they are, what kind of business are

like?
Ok. You're going to be best at this type

of funnel.
And so unfortunately I can't talk to

every single one of you guys.

We have 5000 on yesterday.

I have no identity on today.

I can't go and talk to everybody has

personally. So the next best thing, I'm gonna spend

the next couple hours going through all
the showing you guys the things and then

and kind of give you the pros and the
cons and the benefits of each one.

And then you got to kind of use your
brain, be like I think this is the right

one for what I'm trying to do.

Ok. So that's what the goal here is to

help you understand these are the palette
of different frameworks you can use.

Pick the right one, and you're going to
have your personality, your voice into

those funnels.
Ok. So again, this presentation we

focusing 100 % on lead funnels inside
lead phones with three types of funnels.

One is a lurvey, one is a lead or a
squeeze funnel, number two is the survey

funnel and number three is the summit
funnel.

So those are the three different funnels
I'm going to dive into today.

Ok. Now before I go into the specifics of
those three different funnels, there's a

couple of core concepts I need you to
understand and these are things that it

took me about a year in this business
before I got it.

And as soon as I got this, I was like.

Ohh my gosh, like, it just it changed

every. It was one of those like, paradigm shifts

that shifted my.

Entire mindset for forever.

And so I want to give you some of those
mindset shifts, because we understand

that. You'll see, like, why are lead funnels

essential?
Why should I spend time there?

I'm not actually making any money.

Well, there's a reason let me show you

what reason is OK.

So the 1st.

Concept to understand is that the money
is in the list OK and any type of

business. This is the big secret.

The money is in the list if you look at.

Companies that get sold right?

Like why does the company buy another
company the first time I ever?

I was online.

Ever saw a company get bought?

It's when eBay bought Skype.

And I remember looking at eBay at the

time was like the biggest company in the
world.

There are tons of money and Skype was
blowing up.

And I was thinking like, I bet you eBay
could have really simply taken ten of

their developers and built Skype, but
instead they spent like I think 2 and a

half billion dollars to buy Skype.

And I was like, why would they do that?

I was like, Oh my gosh, they're not
buying Skype because the technology,

right?
You guys got the best developers on

planet Earth.
They're buying because they want the

customer base.
I started looking into it and Skype, I

believe the time was acting like, 150,
thousand new users a day.

And so I was like, ohh, my gosh, eBay is
not buying the technology.

They can build it.

They're buying the customer list.

The list is the secret, right?
Why did Zuckerberg pay a billion dollars

for Instagram?
Ok, he could have coded it.

Facebook guys are geniuses, right?
He bought the customer list.

He's buying the people, right?
Like the secret.

Any business, the money is in the list.

Ok, we start understanding this.

You start looking at your business
differently.

The list are the people, it's the names
and email addresses of the people who

have come to you, right.

And so when you look at business and

understand like all the money is in the
list.

It will change everything for you.

Ok, now I want to do some basic marketing

math. I had a mentor who told me this and I got

started. He said that when you're building your

list, you should be able to average 1$
per month per name on your email address.

List OK, so that means let's say you have
a thousand people on your list, you

should be average at least a thousand
dollars a month.

If you have 10000 thousand people, should
be like 10000 thousand a month hundred

thousand people on just.

100 grand A.

Month, OK. And so on and so forth.

So if you know in your business you can't

build a business and I want to, you know,
my goal is to make six figures a year.

Ok. Well that means you got to focus
thinking 10000 thousand people on your

list, 10 grand a month.

12 months, one twenty thousand dollars.

A year boom.

To actually be folk point, how do we get

10000 thousand people on my list if I do
that and have a 6 figure business drag?

No, I want a 7 figure your business.

Kate, it's not that hard.

Look at the math.

Can you hundred thousand people on the

list if I do that, it's 10 grand a month
times 12 months 1 2 million bucks a year.

Ok, like, there's the metric.

Ok, start folks.

Say how do I build miles?
How to build my list?

Ok, now the honest truth about it is this
number of 1$ per month per name is

actually really low.

Ok, most of you guys should be able to

average a lot more than that.

Especially I know a lot of you guys.

We're listing our like, local type
businesses, right, where you're a dentist

in Boise idaho or you're running LASIK
LASIK in Salt Lake City or whatever it

is, right?
So it's like there's no way to get a

hundred thousand people on my list on
hundred thousand in, my hometown OK.

The reality is like usually local
businesses will average anywhere from 10

to 50 to 100$ per person per name on the
list, OK?

Because they're in a local business, they
can have a different.

Relationship with them, OK.

So there's a direct correlation between

how much money you make from your list
and your relationship.

You have with that list OK,
I found people who aren't very good at

this make about 1$ per month.

Her name per month per name.

People who build their relationship get
to know the list do cool trains like this

build value like they're getting more
value will make a lot more money from

their list KEB.

But as a as a low bar saying OK, I'm

going to try to average 1$ per.

Month this is how you do it.

And I saw someone actually in our
Facebook group today post and they said

right heard us say 1$ per month like
where does that money come from?

I have a list of 10000 thousand people.

I'm not making 10 grand a month.

It's like it's coming from all these.

Other things from you talking about your

funnels here and talking about here and
doing trainings and selling products and

selling services and becoming.

Really for other people's products is

it's all the things you're doing with
that list to create value, to help find

solutions to their problems and things
like that.

That's where the money is coming from is
you communicate with us.

Just having this doesn't make you any
money, right?

Having those people on a on a list
doesn't do anything.

It's learning how to communicate and
build a relationship, make offers to

those people.
Also talk about yesterday, making a book,

telling a story, making an offer, right.

That's where the money comes from this

list. But the secret is the list.

Ok, when I first.

Was told this.

I was like, Oh my gosh, this is a great
thing world.

I got to start building list in fact.

Kind of a funny story.

So may have heard me tell the story
before but after I after somebody explain

this to me.

I was like Oh my gosh, this is the

greatest thing.
Like I just need a list.

And so I remember about that time I
didn't know how to get a list.

I saw I was on people's list.

I'm like OK, somehow people have a list.

Like I need a list.

I started Googling this is Nan probably

15 years ago.

I started Googling like how to buy how to

get an email list and eventually I found
this website, I think it was like spam

free emailaddresses.com
or some variation of that.

And they sold DVD's with millions of
people's email addresses and they're spam

free. Email address I was like, Oh my gosh,

like. This is the.

Secret, right? If I get an email list of
a million people i send out an email

every single day.

I was doing the math.

Let's say just 1 % of people bought a 20$
product.

I did the math.

That means I'll make X amount of money.

I'm like, what if, what if that's too,
you know, what if it's less than one

percent, 1 % buying.

I do the math on that and I was.

Anyway, I was sitting there like freaking
out.

I knew how much I thought was the richest
kid in the world, right?

And so I ended up buying this DVD.

Took a couple weeks for it to show up.

I got it.

And it was a big huge Excel file with

literally. Million people's names, email addresses

i'm like.
This is a secret I remember.

Telling my wife I was like, do you know
what this is?

She's like, I have no idea.

Like, this is a DVD with a million

people's names, email addresses.

On i'm, like and she's like, OK, does

that mean like, OK, I'm gonna mail a
million?

People, I'm going to sell this product.

If 1 % are doing the math showing how it

all works, I'm like, God, I'm freaking
out how rich we're going to be.

And I remember telling her that night I
was like I was.

Like, I'm going to cut this thing up and
sometimes you can quit your job in the

morning. You can be done.

She was supporting her jobless wrestler
husband at the time.

As you quit your job, she's like, OK,
they kind of, you know, I think.

Not teasing me like OK like let me know
if I quit my job.

So that night I was on the computer, I
got the thing set up, I got the software

setup, I got the CD, I put the list on
the computer, I cut up the emails and

this is back prior to high speed
Internet.

So the kids may not remember this, but
for the adults, he remember dial-up

modems. So we had a dial up modem and a phone

line, but it was like you don't use one
or the other.

So I got everything queued up,
everything's working at Carling into my

computer. I unplugged the phone line, I plugged my

modem in, it climbed back out and I
remember sitting there am I wrote an

email and i clicked send.

And I was just like.

Now what also is like one email sent to
email sent three email sent four five.

And I was just like, Oh my gosh, this is
happening.

And I was freaking out.

Like, this is awesome.

I remember going to bed that night.

I lay in bed and I was like, I can't even

sleep. Was like Christmas or even better.

What's going to happen in the morning?
And I'm doing the math in my head.

Like, I think I was selling a 10 or 20$
product.

I came over top of my head.

I was doing the math.

Like how much money?
You mean?

I'm like, you know, I did.

This means me 20 grand.

This is 50 grand.

And like all these different scenarios in

my head, I'm laying there all excited.

And finally, eventually I passed out.

Next morning I woke up, came back out.

Look at the computer.

I think it was like.

Sixty eight hundred emails have been

sent. I was like, wait, what?

Sixty eight?
Hundred like, this can take way longer

than I thought.

Like all my calculations are getting

thrown off.
I thought I said a million emails

overnight and I'm only sixty eight
hundred.

Like this is going to take way longer to
take.

You know, doing the math, like three
weeks to send emails out.

I'm like, oh crap, is going to make less
money.

That's OK because right now I'm making 0$
so any money will be good.

And so emails being sent out and my wife
comes out and she's getting ready for

work and she's like, hey, I need to call
somebody.

I'm like, but this is printing money for
like, you don't understand this pretty

money. And it's like, I need to use.

The phone and this is pre cell phones.

Yeah, so when I paused the Mailer, I

crawl back under the desk, I go in there,
I unhook the modem, and I plug back in

the phone line.

And while I'm still underneath the desk,

I hear the phone ring like, oh, that's
weird to come back out and the phone is

going to pick it up and there's some guy
on the line screaming at me and cursing

at me and I'm like, what is like, I don't
know what's happening?

And finally after a few seconds, I
realized.

This is my.

Internet service provider is a local

company to my Internet service provider,
and he's yelling at me about how many

spam complaints like the last four hours
long we got like 60 different spam

complaints. And I was like, no, you don't.

You sound like I'm like, I'm like there's
no way to get spam comments.

I bought spam for email.

Address in fact, your spam for email

address. Dot com like.

That's about these email like people want
you to send emails to them.

That's how they got on the CD.

You know this DVD.

And I still remember his.

He kind of paused for a second he said.

He said that's the definition of spam.

And I was like, really?

He's like, oh, you can't do that.

I'm like, oh.

And then he shut down my Internet access
and everything fell apart.

And I remember, you know, hang up the
phone and I'm just like, Oh no, I'm dead.

And then cuts.

Like, who is that?

Like, ohh, no one, but don't quit your
job yet.

Like go to work today and just have a
good time.

I'm still figuring out all the king.

She's like OK and I remember walking to

the school that day and just being
totally bummed out like my dreams and

visions of retirement were, here, and now
it's like I have to go back to college

and pay attention.

So I'm walking to school, I get to my

class, I'm sitting there and listening to
teacher talk.

And eventually I snuck out and went to
the computer lab.

And I checked my email and what's crazy
is and I checked my email, I looked in

there and there were a bunch of order
notifications.

I was like what?
I was like, Oh my gosh, I logged in my

PayPal account.
Logged my PayPal account.

I still remember.

Every time I logged my PayPal account

prior to that day it always had balance
0$ and I opened at that time said balance

70$ and I was like.

Ohh my gosh, like what I did was

apparently wrong and unethical and even
illegal.

But it worked.

I was like, OK, i got a little taste of

success that was amazing.

I gotta figure out because there are

people doing this the right way.

There's got to be a right way to do it.

Like, how do I build a list?
And this started me on this journey of,

like, learning how to build a list.

I met people and mentors and all sorts of

stuff. And from that time forward, that became

my focal point is building.

Let's build the list, build list.

My very first mentor is this guy named
Mark Joyner, who's still a huge mentor to

this day.

And he was the first one that's pounded

by, like, no matter what happens, focus
on building this.

Building like that is the secret of
business.

And it's interesting because during that
time.

For those who for my OG out there, this
is the same time that Google AdSense

became Google AdSense.

And during that time what happened is you

could throw a garbage website, throw in
some ads on there and you make 6 figures

a month.
Like I had friends making so much money

during these things and I'm like, Oh my
gosh, that is amazing.

You do nothing and you make tons of
money.

And Mark was like, no, like that's a
flash in the pan.

It's going to disappear.

Folks on building like, but they're

making tons of money doing nothing.

It's like, I know that's going to go

away. Folks on building like, ohh, I'd like the

teenage kids like angry at their dad.

Like fine, I'm going to build my list.

Like over here I start building my list.

And sure enough, I watched a whole group

of friends make insane amounts of money,
and then overnight Google slapped and

adds this program disappeared.

The way that it was there still happens

nowadays, but it's not like it was for
those who remember and most those guys

never recovered, never came.

Back into business and I was over here on

the side building my list, and that list
is why I have a Business Today.

I've been in business now 15 years all
focusing on this same thing of building a

list, building list, building list.

I've had times where things are great.

I've had times where I should have gone
through bankruptcy because of stupid.

Decisions I made because the market
shifts.

All sorts of stuff.

We're literally like, I'm like meeting

with a bankruptcy lawyer on the way home
from the bankruptcy lawyer, I'm gonna

send an email to my list.

I created an offer.

They can hook, tell a story, right?
Offer, send email, out and boom that day

comes in two hundred fifty thousand
dollars in sales.

And I'm like, I have to go bankrupt.

The list just funded it for me, OK?

And so the list has saved me more times
anything but it is the asset is the most

valuable and valuable important part of
your entire business.

So yeah.

Nothing else out of this entire phonology

session understand the value of your
businesses in the list.

Ok, there are people that could probably
clone click funnels.

Ok, why are we so valuable as a company?
We have a hundred thousand customers

using our platform.

That's the value.

Ok? We've got our two and a half, 3
million people on our email.

List we've got all the social, like the
lists are the value and our company.

Ok, just understand that.

Ok? More understand better.

You start saying, like, Oh my gosh, I
should be focusing on building a list.

I should be using lead funnels.

This is not something I'm throwing money

away, something I'm building, an asset
that will pay me for the rest of my life.

I was thinking about this.

In relation to real estate, right,

somebody will go and they'll spend.

Half 1000000$.

Buying a. Home cleaning it up, flip it.

You're getting already getting renters

and they're getting property management
companies and they spend five hundred

thousand dollars in investment to get a
renter and hopefully this House cash

flows them you know two or 3000$ or two
or 300$ a month or a thousand bucks.

A month.

Right i'm like God, you was five hundred

thousand dollars for thousand bucks a.

Month what if he came back and look at

our average person?
Like what if you spent on Facebook ads,

right?
Let's say Facebook ads are 3$ to get a.

Lead 3$ to get a lead, you get thousand
people on your list.

Making three grand a month.

But that's way easier than spending five

hundred thousand dollars in the house and
hopefully cash flowing a thousand bucks,

a month right?
Like it's just like the best investment

opportunity of our generation of our
lifetime is focusing on building your own

customer list.

Ok, so there's the rant, I hope that.

Makes sense for you guys, so.

That's our goal on this journey, learning

about list building.

It was in the early days before how we

build this nowadays, back when people
were using these things.

Remember these?
You go to website and you see a pop-up.

Pop-up like congratulations, you just won
something amazing.

Give me your email address and I'll tell
you how to claim it.

And it was really annoying.

And Pops would come up and then they

worked really good.

Marketers started putting popups on

things. They started building lists and like, Oh

my gosh, this building so easy.

It's pop up some places.

And then companies started selling pop-up
strike.

I want pop up show up on a hundred
thousand websites or a million websites.

I still remember to this day.

Buying pop up impressions so you guys

don't remember these days, but it was
amazing.

You're like, I want to buy pop ups on
these type of websites.

You rhyme and check and all of a sudden
your pop-ups popping up all over the

place and people are opting in.

It was the greatest thing in the world,

so easy to build a list.

So I build my list this way.

It's really fun.

And then on the people selling pop up

ads, right, wait a minute, if I can sell
one pop up, what if I sold two?

It's also like you got a page like two
people, things pop up and they're like,

oh, that worked.

I got made twice as much money.

If I can sell 2, if I sell three, what if
I sell 3?

Excel 4 eventually go to site because
remember this like 10 things would pop

up. Strike, this is insanity.

I just want to see the thing behind all
these people yelling at me.

And so Internet Explorer at the time got
annoyed and they, created, pop up

blockers boom killed all the popups,
right?

And for a season there, everyone's like
the Internet's dead.

We missed the burst.

Like we can't build lists anymore.

It's impossible.

And then there are some really smart

dudes. I don't know who I've heard four or five

people claim.
They invented it.

I don't know who, but grateful that they
did.

They said what if, what if instead of.

Coming to a website.

And showing a pop up, what if we took the
pop up and that became the thing that we

drove everybody?
To like what?

Like, yeah.

Like, literally take the pop up and then

that's what the page is.

And all the ads drive the pop up some

gives us an email.

Address then they get taken to the page

they want to go see and be like, there's
no way that would work.

Like, let's just test it.

People started doing this and shifting

around this flow and Oh my gosh, it
worked.

And this was back.

They started calling these gateway pages

or squeeze pages or landing pages.

There's different names for basically a

page that generates the lead and then
takes you somewhere.

Ok. And for the next decade of my life,
after I've learned about these, you start

doing them like crazy.

So this is a squeeze page.

Just like, OK, right.

You go and you buy ads, you have traffic.

You send them to a page, it says, hey,
get your free give me your email.

Address give you.

Something there's an offer give me your

email address.
I'll give you this.

I'll give you information.

I'm gonna give you a summit.

I'm going to give you a report, an ebook,
a video, whatever, and you trade, you're

making an offer.

I'll give you an email address for this.

They come through and then people come to
your website right now, what's

interesting is that the big fear of
people had issues.

Like if I do this, I get 30 % of people
give me the email, address mean 70 % of

people never saw the actual web page OK,
So yeah, those 30 people did come

through. The ability to follow up with them.

You can send an email one email two and
keep bringing them back.

Ok, now they're on your list and that
person makes you money for forever.

And after doing a million tests, for the
most part this almost always won.

Now the cool thing too today is also
because of retargeting other things like

that even like the 70 people who don't
opt in that you can follow them around

ads and keep pulling them back.

And retarding has made this process even

more powerful.
So that's basically the concept.

Ok, so that's list building, that's
squeeze page like.

Some of the.

Core fundamentals you understand.

Before we jump into these three funnels,
OK.

All right.

So here are the three funnels going to

talk about the lead funnel, the survey
funnel and the summit funnel.

The goal of all three of these types of
funnels are to generate leads.

Ok, for the most part you don't make any
money in these phones, you just generally

it's in fact a lot of.

Times you lose money.

Initially, that's what I'm gonna show
you.

How we how we take someone who we lose
money here and we send them up to the

next level.
We actually make money here.

I'll kind of show you guys how it fits in
these funnels, but that's the goal of

lead funnels now.

So let's make money.

But to generate leads, to build the list
and that's the secret of Internet

marketing, you know.

Ok, so show me.

So funnel.

Number one, it's called our lead or our

squeeze funnel.
Ok. People call it squeeze because they

call it squeeze because someone's coming
through this page and you're squeezing

their email address from them.

So people call it lead squeeze or squeeze

funnel or just lead funnel.

There's a lot of different names in

industry. That's kind of what it is.

Ok. All right.

So a lead funnel is very simple.

There's basically 2 pages page.

Number one, somebody comes and you're

going to give them what we call a lead
magnet.

The lead magnet is the offer, OK?
If you give me your email, address i'll

give you this thing and the sexier your
offers, the more likely someone's going

to go and give it to you, right?
It's late night, it draws lead back to

you like I want the thing cool i'll give
it to you.

It's community email address OK?
You guys have seen this a million times.

It's not something new to you, right?
Like you're on Facebook and like.

Hey, get a Freeport.

You click on it takes your page like give

me email address.

I'll give this report.

Here's a lead.

Magnet, that lead mag got you from

Facebook, got you to my landing page.

Now it's gonna give me your email address

right?
That's what we call the lead magnet.

I'll talk about those here in a little
bit.

The first page is the giveaway lead
magnet.

And the second page, you give them the
lead magnet.

Thank you for giving me an email.

Address here's the thing you just asked

for. Ok. It's very simple, 2 pages.

You can build these, like 30 seconds.

In fact, I'm gonna show you guys our

number one squeeze page.

Our number one lead funnel right now is

generated over a quarter million leads.

In the last year.

I built it in less than 10 minutes.

And you're like, that's not possible,

Russell, I'm going to show you.

And you're like, oh, my gosh, that is the

ugliest, simplest.

Thing ever quarter.

Million leads. Give myself a quarter
million dollar month raise just.

From this one lead funnel.

Super simple.

Ok? The first squeeze page I ever saw was
from a guy named Evan Pagan.

His pen name at time was David D'Angelo.

He owned a company called Double Your

Dating and.
This was the very first one I had ever

personally seen.
Ok, I remember.

Seeing this, I was like this is the.

Weirdest thing I've ever seen, and I read

it said you're about to learn the secrets
the most men will never know about women

inside you're going to learn the kiss
test, how to tell if she's ready to be.

Kissed the difference in men and women
think about dating and has big boltless

and stuff you're gonna learn.

So that's the lead magnet.

Give me your email.

Address i'm going to teach you the kiss

test. Ok, I remember seeing that.

And I was a bunch of marketing seminars
back a decade ago.

People were talking like, you see Evan
Bacon's doing.

Do you see his lead page?
And, like, we'd go to or to his squeeze

page, and we go there.

And I was like, this is so crazy.

And remember looking at, I was like, I
want to know what's on the other side of

that page.
But I just got married to my beautiful

wife, Colette.
And I was like, if I put my name and

email address in here, I'm going to get
emails about how to pick up ladies.

And my wife's going to see these, and
she's gonna be like, what are you

researching online?
So remember, like, I came in probably a

dozen times.
I was like, I need to.

Opt in, but I'm scared to put my email
address in.

And so I remember.

Asking actually showing her my club this.

Is a marketing experiment.

This is the guy I don't like.

I love you.

I don't want anyone else ever.

But I need to see what's behind this
page.

You OK if I put my email address in and
she's like, yeah, that's weird.

I'm like, OK, cool.

So I put my email address in and what's

crazy is I didn't.

Again, I know what's gonna be on the next

page. I thought maybe it's like a 25 page

report or a big PDF or a video series or
something.

And what was on the other page was so
simple.

On the second page, it took you to this
little paragraph here that explained the

kiss test.
This was the lead magnet, OK?

And basically says.

That when you go to.

The doorstep with the girl.

You walk up the doorstep and you talk to

her really closely and you go and you try
to put her like her hair comes down or

something. You go through and try to put your hair

either behind her hair, behind her ear or
behind her, whatever, right?

So reach up and you do that.

And so what's gonna happen is one of two

things, OK, if the girl kind of pulls
back a little, bit, it means like a board

do not kiss her.

She does not want to be kissed.

Ok, if she goes like this and she turns
into you that means she's ready to be

kissed. You go from there boom and.

Apparently, that's how you.

Do it. I don't know that was.

24 my time I was already married at this
point I haven't had a chance to test it,

but apparently that's how it works.

Ok, but there's a paragraph explains the

kiss test.
That was it OK at the time.

I remember back a decade ago, this
company twenty million dollars a year and

that was where they drove 100 % of
traffic was to this page right here and

the next page said here's a kiss test.

And then if you read the rest of

paragraph like that, if you think that's
good, we have a whole ebook called W and

Click on Link down below to buy the
ebook.

That was it.

That was the business model.

Okay, generate a lead, give them the lead
magnet, push them to the next funnel,

push them to the next.

Value ladder OK, so the lead funnel was

very simple.
Give me an email, address i'll give you

this test boom here's the kiss test at
the end of that page.

If you think this is good, click here to
go up here to my unboxing funnel, where

you can buy my ebook showing you guys how
to double your dating boom just get it.

So simple it's so powerful OK,
So let me show you how it works.

This is a very simple lead funnel from
Brian Regan.

Brian's got like the most simple, clean
design.

I love this stuff.

Anyway, so this is an example, right?

He created this little PDF called the
Going Pro Manifesto, sent from.

One, he creates the lead magnet system.

Two, he trades it for the email address,

OK very simple so there's page number one
a couple of things on this.

Again, simplicity.

The more simple you're landing pages are,

the better if you try to give people
1000000 bells and whistles and options

and. Securities and flashing gifts and links

and everything, it's gonna destroy
everything, right?

You know, there's no logo, there's no
menu bar, there's no nothing, right?

Here's the offer.

Here's what it looks like.

Give me email address that's it.

Ok, it's simple.

It gives curiosity.

Ok, every time I have a landing page that

like the conversions are low.

The more I just increase the curiosity

the better.
Ok, so the headline is like right now,

download for free now, change of business
forever.

That's not super curiosity.

Based I might change it something like.

Download the going Pro manifesto to find
out how to go from blank to blank without

doing blank right.

Something like that and like also that

cranks up the curiosity which increased
conversions more people will want that

thing is like what is it I need to know
OK and it's the third step is it tells

them what to do.

Ok it says downloading enter email

address. Down below OK.

It's not just leaving their own
imagination it tells them specifically

enter your email address down below to
discover the proven principles I used to

blow right tells them go do this email
address and don't assume people will know

to do that as much as you would assume
people would know that.

Tell them what to do.

Ok then.

Page number two is basically you give.

Them the lead magnet.

Ask for OK, so after someone opts.

In on Brian's page comes here and

download the manifesto.

Boom and then notice down below.

So that's step number.

Two boom.

Click here and this is from 2 takes them
to the next page, to the next funnel and

the value ladder.

Ok, that is the game.

Ok, so this is how it works.

Very simple.

Page number.

One the lead magnet page number two.

Thank you so much for opting in.

Here's the thing you just asked for.

Step number two now click here.

And then that takes them to funnel number

two in the value ladder.

Ok, so here's Brian's whole boom squeeze

page, thank you page boom here's page
number one of this is his book funnel in

the value ladder.

Ok. Do you?

See how this works is.

Called funnel stacking.

This is like me geeking out.

I could go so deep here, but we'll get

deeper as we go, as we keep going on.

Ok, come in here.

Get the lead.

Ascend to the next step.

And I want you to understand, as we go
through every single one of these, you'll

notice that when this one ends, you send
it here.

When this one ends, you sent here.

Like the sessions happening inside every

single of the funnels as you'll see here.

Ok, this right here.

Have you guys have seen this funnel?
Ok, the marketing seekers.

Black book. This is the one.

Took me like 3 minutes to create the

entire funnel.
I literally wrote a headline.

Took a picture using Clickfunnels
template, wrote a subheadline, done.

Ok, they opt, in, for the marketing
seekers, Black book in fact if you go to

marketing secrets dot com slash black
book you can see it.

It's there.

We try to add to it.

This page says thank you so much for
opting in.

Download here.

Right over the last.

I just ran the stats last night to see
this.

Checks outside.

Click phones.

Here's the stats.

In the last 12 months this page gets 51

6-2 % of people who land here.

So more than half people land here.

Give me the email address which is crazy.

Is Jerry two hundred seventy two thousand

three hundred and twenty seven leads it's
over a quarter.

Million leads. Ok.

Now if I was only averaging 1$ per, month

that's an extra quarter million dollars a
month raise I just gave myself.

Ok, Times 12 months.

What's that 6-6 million?

Wait, 1-2-4-3 million, three million
dollars that's if I was only getting

dollar per month and we get way more than
1$ per month more leads, OK.

So like just this one little funnel, so
simple history leads that equals the

equivalent of probably anywhere from 5 to
ten million dollars in revenue back here

as we're telling people to go to.

Step in next step.

Next step, OK.

3 minutes to build the funnel.

What if you like went really hardcore,
spent 10 minutes doing it or 20 minutes

right?
Like lead funnels are so simple and so

powerful you don't have at least.

One, like there's a question, right?

Maybe you should be looking at creating
one.

All right.

So here's an example on ours.

We also add in this third set here.

So number one, they opt in, number two

gives the download down here says, hey,
thanks so much for opting in.

Step number two is go join the challenge,
click that button right there and boom,

it sends them right here to our challenge
funnel, where now they sign up for the 1

funnel way challenge.

Ok. And this funnel literally gets

hundreds of people every single week to
join our challenge.

Ok.
Here's another example of 1 star

cookbook. Ok they come here, download the free

cookbook for the button, it pops up, they
put the email address in and boom takes

over here where we sell my physical copy
of the book and we also upsell and move

them to the next tier, the value ladder
to get click funnels from there.

Ok there's another example of one of our
lead funnels.

Here's another example of ours.

I wanted Jim Edwards and I do a funnel

Friday YouTube channel YouTube show and I
was like we should build leads

specifically for this YouTube show.

So we made it very simple page.

This is almost too complex and the
conversions aren't nearly as high.

Because of it.

So I'll probably make a simpler version,

but they come here, they watch the video
that gives email address boom, they takes

the page, they can actually go watch our
episode, the final Fridays and now with

this list.
So every time you do new funnel Fridays,

excuse me, we emailed the list.

It gets people to show up from Fridays.

Which boosts our YouTube viewers or
YouTube comments you should count which

makes the video more vital inside
YouTube.

He does so many good things but then
notice they watch the video.

Then down below is like hey step one get
click funnels account.

Step 2 your funnel scripts account.

Boom sends them to step number two.

Ok, there's an example of how we use it
to build funnel Fridays.

Ok, this is the other YouTube channel,
locker TV the same thing OK,

They came right here, gave us the email
address to be able to get access to two

unique secret videos.

Ok, if you want to unlocker.

Dot TV, I think you can see this funnel
here.

They give us an email address boom, takes
them and they get two of these amazing

videos. They opt in.

Now we have them on YouTube and then
inside YouTube videos where we send them

up to the next tier of the value ladder.

Ok, this right here I was looking digital

marketer, they have some of my favorite
things Ryan and Perry have been friends

for. Man, a decade and a half now they do some

amazing landing pages and squeeze pages
and funnels.

Like this is one of the ultimate social
media swipe file.

Often when you send it to copy and paste
headline formulas to get more clicks on

Facebook, Twitter and your own blog like
it's a PDF with 72 headlines.

That's it.

They opt in, gives it to the next page,

they give you the thing and it says, oh
by the way, you should buy our social

selling system for 7 bucks so they opt in
for the free swipe file boom takes him

now to the next page inside of the value
ladder starts moving them up.

Ok. This is Caitlin Poland, lady boss
inside of our community.

You guys all love Caitlin.

You love lady boss.

This is one that this is their free
weight loss kick start.

You come here.

You put your email address in.

You get the free weight loss kick start.

Boom there moves you over there now she

sells you on her app and her eating
program.

Ok. And from there, which is the next
here and here they send you to

supplements and the coaching and they
move you up the value ladder.

They're some of the best students I've
ever seen of all time.

They model things perfectly and they are
amazing.

Because I have a company that's doing
tens of millions of dollars and this is

how it all starts the lead funnel, give
me the free weight loss kick start and

then starts sending him up the value
added from there.

Ok. This is carrot these guys reminder
circle as well.

I just.

Love this page because super simple.

There's a picture of the report.

Here's the top performing PC keywords for

motivated house sellers.

Give this PC guy plus keywords.

It's just a list of keywords.

They opt in, boom, gives the keywords and

then put drops them directly into their
product.

Launch funnel. Ok.

We'll talk about product launch funnels

tomorrow. It's up here they go from lead.

Right here boom directly into their
product launch funnel OK, but see how

simple. And easy. It is very cool and this is one

of the thing I want to add.

This is called the reverse squeeze page.

I'm showing this as an example because a
reverse squeeze page is basically

typically with most squeeze pages we're
making a simple and curiosity based as

possible. It gives us ability to get the most leads

possible. Some businesses, you don't want insane

amounts of leads, right?
Like let's say you're a local dentist,

you probably don't want 5000 leads a day
coming into your funnel, right?

You want to be able to qualify leads
better.

So reverse squeeze page gives you the
ability to qualify leads.

You will get less leads as people come
through, but the quality leads will get

higher. So what happens here?

Is they come in, they come here, they see
the headline, they watch the video.

On the video I spend 3 to 5 minutes
explaining what the lead magnet is, OK?

And then from there I get people to put
the email address in down below and again

that barrier.

Then watching a two three minute video

will dramatically decrease how many leads
you get, but the quality ones who come

through the other end will dramatically
increase.

Ok, so if your business is like.

What Leslie dress with higher quality

leads, they recommend doing reverse
squeeze pages.

Basically, you're pitching them up front.

You're spending time on video explaining

what The thing is first, which again will
lower the number of leads but

dramatically increase the quality of the
leads that come through.

That's when reverse squeeze pages.

If you ever hear me talk about or

somebody else, it's just simply a squeeze
page that you're selling out front and

explain more what it is.

So it has a barrier to getting people to

come in.
Ok, so now some guys like this is amazing

Russell, but like, I'm not crazy lead
magnet.

How do I do it?
What we show is how.

Simple it can be.

This is Brendan Bouchard's one page

productivity planner.
This is one of his friend Lee funnels,

and it's simple.

It's literally one page.

Ok, piece of paper, one piece of paper.

Ok, if you want one page productivity

planner, you go here.

You put your email address in and then

the next page he gives you the
productivity planner and then he sends

you to the next funnel, his value ladder.

Ok, so when you think it can be simple as

that, it doesn't have to be like my black
book.

I created this huge long project, but I'm
intense.

I've got a staff of over almost 500 or
almost 400 people here.

I will do crazy stuff for a lot of you
guys.

You have the staff for the team or the
manpower, doesn't matter.

You need.

That doesn't have to be complex.

It has to be something that's sexy.

It's exciting.

One page productivity planner used by
CEO's and achievers worldwide is sexy

right i'm 70.

Headlines is sexy.

You know, 500 top keywords are sexy.

Looking for something simple and easy

that someone's gonna be excited for.

Ok, yesterday during the model number

one, we talked about creating offers,
right?

We talked about having like a potential
born of all the potential products you

could possibly create.

Ok, where do I start looking at born?

Like, here's all the potential products.

Which one of these things is like the

sexiest, like the most exciting could
take that thing has already been created

or might create and make that the thing I
give away on the landing?

Page OK.
So that's kind of what I'm looking for

when I do stuff like that.

Ok, so start thinking about what do you

have you give away as a lead magnet.

Ok could you refer reports and white

papers are free video.

A lot of times the thing I'm giving away

is the video they're watching on the next
page which might be the cells video from

right?
Here OK.

Maybe it's a free workshop, which could
be, you know, the next piece wherever it

might be.
Coupons OK local businesses like how do I

use these lead funnels, Russell, give
away coupon, give away 10 % discount,

give away a special, a special night.

You know, for people in your local

community, give away a lunch seminar.

Like a whole bunch of things you can do

there. The coupons were great for.

Local businesses, service based
businesses.

Anyway, you're looking for access for
something, awesome, information products

using the simplest.

Way, in fact, for most companies matter

what you're doing still create some kind
of information products.

They're simple to make, they're free to
deliver, and the perceived value of them

is very high software.

If you can create a simple software

program, another way to make an amazing
insane lead magnet as well.

Ok. So that is the funnel number one,
which is the lead or squeeze funnel?

Can you use rainwater funnel number two?
Ok, final number two is very powerful.

It's a little bit more complicated, but
there's time and purpose for this as

well. If you're just getting started, I

wouldn't start with this.

Funnel, but this is.

One, as you're growing can do amazing
things for you.

So it's called the survey funnel.

So this is how a survey funnel works.

Fact yeah, I'll try on the on the on the
slides.

I wrote sorry for.

All three pages actually has more than 3

pages. I messed up there so.

This is a survey funnel, so on the first
page of survey anagram survey, then from

there the goal of this survey.

Is basically this.

I'm gonna write this down.

The reason why survey phones work great

is that the product service you're
selling has multiple different markets

that may want it, right?
So let's say I'm selling.

Whatever, they have a course, right?
Let's say the course I'm selling is for.

Like it could be for.

Ah.

Says for married people, right?
So maybe it's for married.

People but it also.

Could be really good for people who are

dating OK or maybe it's also really good
for parents who?

Who are married or something or no kids,
and this one is great for with kids,

whatever, right?
So different segments that could want

your product, right, but sometimes sell
you the product I'm pitching.

You and I have a whole sales video and
training where I explained to you why

this is such a great thing to do as
you're dating.

You're like, I'm already married, I don't
need to buy this product.

Well, it works for you too, if you if you
are dating, but you've been pitching in

all the benefits of this and you said.

You know, kids actually have kids like

well. It works for everyone.

All of a sudden you're like.

It's hard to sell through funnel, right?

There's like different segments of people
you're talking to have the same problem.

Click phones, like somebody comes in my
world and like, how do I use the phone?

Like, what kind of business you like why?
I'm an author, speaker, coach.

Ok, cool.

Well, if you're an author, this is how

the phones I would use.

And someone else is like, well, that's

cool, but I'm a network marketing, Ohf
network marketing.

Here's the funds you should use and
someone else.

Like, I'm a local business.

Like, oh, cool.

If your local business.

And so different segments of the market

that I have.

And so if I have one funnel speaking to

all of them, it can be really difficult
to be able to explain.

To all of them, how this works for them
specifically, does that make sense?

So that's where survey funnel comes in
place where basically you have this page

right here in the middle.

Where you ask some questions, you said,

OK, let me ask you some questions.

You know, what kind of business do you

have?
How many employees you have, what do you

do?
And you ask them a survey with a bunch of

different questions and from that survey
you're able to figure out, are they this

kind of person, this kind of person, this
kind of person.

Ok.
So the survey goes through and by the

time it's done, you figure out, OK, this
person's network marketer, so then you

redirect them directly this page, we're
like, oh, this person's an infant, you

know, is a coach, I'm going to redirect
this page or this person is something

else redirecting this, page, because
that's basically the process of a survey.

Funnel is to figure out.

Of all the traffic you're driving, who is

every single person and figure out.

Ok. This is who they are.

Now go take him to pages specifically
sells to that type of person and that's

the value in this.

So like I said, to begin with, it takes a

lot of time to put somebody together.

But after you have it, it's amazing

because now you can speak specifically to
each person, each customer segment you

have in a way that sells specifically to
them.

Ok, all right.

So let me kind of walk you through how

this funnel.
How funnel works so this is the old click

funnels home page.

We ran this for over a year and it's

still the survey is still on the home
page.

Just a little bit.

Lower, but for a year this is our page

because people always ask like what kind
of phone works for my business.

So we have the whole top block here.

Be like OK, click phones, get everything

you. Need let us know kind of company you have

and we'll be able to tell you what's
funnel is best for your specific

business, OK.
And we figure out these are the different

segments we had.

We had agencies, information product

people, ecommerce, coaching, consulting,
network marketing, local businesses.

So all these people here, right.

Somebody come to that and they felt the

first step in the survey.

And then there's a second question, the

third question, fourth question fifth
question we asked a bunch of questions,

OK, now when you're doing a survey like
this.

Basically, there's one question, and Ryan
Leveck wrote a book.

Called ask, the kind of teaches this.

Methodology is really good.

And in his, in his book he talked about
that every time you survey like this,

there's one question that the bucket
question is the is the question to let

you know which bucket to put somebody
into.

Ok. And so while I'm asking a bunch of
questions I want, I really care about my

bucket question.
The bucket question identifies who they

are. The other questions about getting them to

engage and think about it about
themselves and their business.

And then one question, some of that
survey is your bucket question, OK.

So you can build these really simply
inside of click funnels obviously and in

there you identify this is my bucket
question and based on the bucket

question. Where to redirect?

Them to OK.

So they come in here, the answer a bunch

of questions after we figured out that we
have a page right here and this is the

flashing GIF that's like we are searching
for your profile.

And then it pops out, Ohh, based on who
you are, here you go here.

If your network marketer like this one
will pop up, you say that you're a

nonprofit. This was going to show.

If you're selling information products,
this one is going to show, OK and so and

we've got 10 different variations of
this.

But based on who the survey tells us you
are, you're on these pages.

You then put your email address in and
you put on a specific email list for that

segment. Now I'm able to send.

All the emails specifically for network
marketers, specifically for local

business, specifically for nonprofits,
right.

They get the email sequences and they
have the email.

Address then it redirects to the sales
page.

That's specifically for them.

Ok. So if you're a network marketer,

you'll get an email sequence about
network marketing on this page right

here, Mindy and Mandy talking about how
they use, they use funnels for the

networking business.
Ok. If you are a local business, you're

gonna pop out.

You can see yanni's video here.

And this is Yanni, who's a painter.

Talk about how he uses funnels for his

painting business.
Ok. If you're information products, boom,

you see Natalie Video talking about.

Really uses information products and

funnels for information products, right?
And we did 10 different variations of,

this, so that's kind of how it works.

So if you walk through here's a survey,

finally come here, they put, they go
through survey, they ask so much

questions, we figure out which bucket
they fall into and based on the bucket

they see one of these like one of these.

Landing pages.

One of these squeeze pages, but the email
address, and then, boom the directory.

They're taken directly to the sales page
that speaks specifically to who?

That person?
is, that's the magic of a quiz funnel,

you see.
How this works?

Ok, these are again, they're simple, but
man, they are.

So I would say they're simple in thought.

It takes a while because for us we had to

write 10 different cells letters to
figure out ten different email.

Sequences like it takes a long time.

In fact inside of our company when we

started this project, we called it
Project Mother Funnel because it was such

a big project.

And so we create the thing out.

That's kind of what it is and what it
became.

So that's how survey funnel works.

So if you start thinking about as my as

my company's growing, I have more time
and energy and resources to be able to

create something like this, like what are
the different customer segments I need to

speak?
To right. And then from there you create

special sales messages specifically for
each one.

They opt in here.

If you come back to this page right here,

right, the lead funnels down here, they
opt in.

And then for us as soon as they identify
which one they're in, then boom, they're

moved into a presentation funnel when I
was sell them on the benefits of click

funnels. Ok, all right.

So that's how.

Survey funnel works.

He's one of my favorite.

Ones this is acidity quiz.

So how acidic is your body?
Take the test.

You click on the button there and then
boom.

Actually bunch of questions to figure out
your age, your weight, how you're eating.

And somewhere there's a bucket question.

They identify where you fall in and then

boom, it pops out.

I'm generating results from there cool we

figured out exactly the reports for you
put your email address here you put your

email address in and boom, it pops out
the entire report for your specific

acidity level.
And I taking this quiz like 5000 times

and every variation has a different sales
letter, different thing, different email,

sequence and you get redirected based on
based on how you fill out the survey.

Ok. So that's what a survey funnel is,
OK.

And hopefully you guys are liking this
and geeking out.

So you guys think I meant to survey
funnel now.

Ok. It's a fun and big exciting project
all right now.

Funnel number three the last of our lead
funnels.

Going to talk about.

Is a summit funnel.

Ok. And a summit and you guys probably
see we did 2.

Summits last year probably do two more
this year.

We keep doing these summits because they
are amazing ways to generate lead gleeds,

ken, the summit becomes the lead magnet.

Can you guys want to summit is we

interview a bunch?
Of speakers on a certain topic.

Ok, so the summit is the actual lead,
man.

Give me your email.

Address i'm going to give you access.

Excuse me?
This entire summit with a whole bunch of

people. No, we're going to.

Who gonna help you on whatever the topic
is.

Ok. So the summit becomes the lead
magnet.

Ok. So this is what a basic summit funnel
looks like.

Ok, page number one.

There's a video or something talking.

Here's what summit is.

Register to get access to it.

And down below you.

So here's all the speakers going to be

speaking in the summit.

Ok, so that's page number one.

And here's an example of our affiliate
boot camp, less gone through boot camp.

It's an example of a summit funnel,
right?

There's a video here on top basically
saying I'm going to.

Teach you guys.

How to get in 100 days to turn your hobby

as an affiliate to a full time career,
like going through the boot camp.

They watched the video.

That's step number one.

Ok, now the one thing about a summit
funnel is that really quickly pushes you

up here to start selling.

So it's the only one of our leaders.

You start selling out immediately.

Ok, so I hear there's an upsell now.

Everyone just summits in different ways.

Typically when someone selling a summit,

they're upset.
Here is going to be like an All Access

pass. It's like, hey, you're gonna get the

summit, but it's going to expire every
day.

You know someone live for.

Then you lose.

That lead magnet disappears.

If you pay for an All Access pass for 100

bucks, whatever, then we're going to give
you guys the all the all the all the

interviews and they're there forever.

You can.

Whenever you want, plus give you the
transcripts and this and a whole bunch of

other things to increase the value of the
offer, right.

And so this is where a lot of people do
that is that they have the upsell right

here. And the upsell will typically cover all

the ad costs that you have.

You're driving ads.

Into the summit funnel.

Ok. So you're getting.

Leads for free because that up.

So there covers your ad costs.

Now for me, I did a little.

Differently, because my biggest goal is

to get people into one.

Funnel way challenge.

We'll talk about after the break when we
come back talking about challenge

funnels. But for me challenges is one of the most

powerful tools we have right here at the
unboxing level.

So I go from the lead magnet then getting
some immediately to here.

I think I'm one of the only people I've
ever seen do that.

Most people go directly from here and
sell all Access Pass or some kind of

offer related to the summit.

Ok alright so that's number two for me is

again and I kind of said they get the All
Access pass for free when they join the 1

funnel way challenge.

Ok. And then down here what happens then

is that after they opt in each day they
will get a page like this.

It's like, hey, here's the 1st 5 speakers
and haven't you got 24 hours to go listen

to it, right?
So it's Lee magnet kind of disappears.

So they have 24 hours to go listen to
interview one, interview two, interview

three, interview four, interview five, OK
and then after 24 hours it disappears.

When the next day comes out, here's the
next 5 interviews.

They listen to those and those disappear.

After 24 hours, the next one comes out

again. The life of 24 hours disappear.

The reason I make it disappears because
the upsell gets the All Access pass and

so by making them disappear and taking
them offline.

There's more reasons why people want to
go and buy the All Access Pass.

They may have missed one of the
interviews or maybe missed day two

because they're traveling or maybe they
couldn't consume at all.

It's like 40 hours of interviews.

And like, I wanna watch it later.

Then the All Access pass, the value of
that dramatically increases and becomes

more valuable.
Ok. And so throughout the entire

challenge to keep selling all Access
pass, excuse me, throughout this entire

summer, keep selling all Access pass, you
access.

To that as well, OK.

The biggest thing to understand is that

the summit funnel, it's a lead magnet.

Summit is the lead magnet.

You give me email address when you access
this.

Amazing summit, and there's a bunch of
really fun, cool, unique ways to monetize

it on the back end, OK?
Alright, so again this is our summit

funnel right here.

This is the pages look like they opted

in. Boom, we sold them on our challenge, give

all Access Pass and then there's the lead
magnet is the interviews each day and we

do it, over, three days we give access to
all the different views, and.

Then pull them off.

Ok, we did the same.

Thing with our 30 day challenge, same
kind of concept right?

Someone came in here, there's a video
explaining like hey give me email address

from the access to this challenge where I
interview people.

About it, they were lose everything.

I have no money left.

What would you do over the next 30 days
to get back on top?

Ok, that's the lead magnet.

They give me the email address and then

boom. Your app sell them one way challenge and

they get all Access pass as well.

And then Boom, day one, day two, day

three they get, they get the videos, they
pulled away the videos and they pull

away. Ok now typically the way that most people

do it, the first time you do a summit,
usually it's live, live, right?

So it's like the lead magnet you're
driving traffic to is like hey, next week

or next month we're doing the summit.

It's going to be amazing.

Get you know, put your email address now
so you can sign up for some that's coming

in the future.

So people spend a couple months doing all

the couple of weeks building it up,
getting a big list of people and then

they'll submit launches.

5 and that's how we do ours the first

time, and then afterwards we set it
Evergreen so you can.

Make it Evergreen for like right now if
you go to thirty days dot com you can see

it's funny it's live.

If you go to phillybootcamp.com

you can see that funnel it's live.

Ok,

There was a time.

When we launched some live.

But now that they're done and they're in
there, they're Evergreen and.

That's kind of how the funnels work now
and both these phones generate tons of

leads for us all the time, 24 hours a
day, we're driving traffic into both days

dot com and if the bootcamp dot com and
they're great lead generators for us as

well. Ok. So there you guys have it.

Those are the three core lead funnels
that we use to grow all of our companies

and hopefully I see how they work.

So again we lead funnels, survey funnels,

summit funnels and like as you.

Kind of start seeing esos happen.

We're building a list.

I talked earlier about the value of a

list and how it works.

I want to grow it.

And at the end of.

It then you send them up to the next

level, right.
And so the next level are our unboxing

funnels. So we're going to be taking a 30 minute

break right now for me to go eat and
stuff like that.

We come back, we're going to start
focusing on the unboxing funnels.

Which is the book funnel.

For info, product people, a cart funnel

for ecommerce people, and the challenge
funnel for everybody because I think

challenge one of the greatest.

Things in the world.