Original subtitles

Everybody's Russell Brunson welcome back to session number four of our new

phonology master class, the new.

Art and science, of funnel building.

Hope you have enjoyed all the sessions so far, so as you know, we started.

Out session number.

One talking about secret formula and hook

story offer session two, we talked.

About the.

Value ladder and then.

Session 3.

That we just recently completed, we talked about the bottom tier of the value

ladder, lead funnels and how to get people into your to get into join your

list, how to get them to become leads and how we use.

The three types lead funnels to.

Get people.

And grab, them, and start sending up to the next phase of the value ladder.

So right now, we're going to start moving up.

To this. Phase this.

Whole presentation is about.

This second.

Phase of the value ladder and.

I like to.

Call these type of funnels unboxing funnels.

And the reason why is 2 years ago we were working.

On a presentation for funnel hacking live and I was looking at all types of funnels

and just.

Trying to figure how do.

We simplify this process and this concept for people.

There's a bunch of different things and as.

I was. Sitting there, I had this idea.

I was like, wait a minute, these are like unboxing.

And it gave me this huge light bulb in my head and I'm hoping that you guys see

this will give you the light bulb as well and hope you understand like why we call

these things unboxing funnels, like how they fit into the whole grand.

Scheme of everything we're.

Doing so.

Come back here.

Again, here's the.

Value ladder. All the funnels.

We're talking about, so we.

Did lead funnels earlier and right now

we're. Going into unboxing funnels.

Inside here, this three core funnels we're talking about.

One are.

Book funnels this is.

Mostly for like.

Information type.

Businesses number two is cart funnels which are more for ecommerce type.

Businesses number three are challenge, funnels, which work.

There are all types of businesses, which is cool.

Ok, so this is.

Where the.

Concept of unboxing comes from.

So on day number one, we talked about

Hook story offer, right? I spent a lot.

Of time talking about how one of your guys.

Me flip this if I keep talking.

Have one of the most important.

Things you can.

Be doing?

In your. Business is.

Building up an.

Inventory of products you can start,

bundling, together to make offers, right? So we talked about like having this whole

thing and potential.

Products, right?

And so now their team, OK what? What else could we offer people like?

Oh, we. Could do what if we.

Did this and we got.

What if we did this and like making this

list of as? Many different ideas of.

Different products that you could create to help serve your dream.

Customer, right? They could help give.

Them the AHA they need or the big.

Change or whatever the thing might be right and this.

Has many different this is possible, and, remember I talked about when I did it, I

was like, OK, we could.

What if we give?

Him a. Book about this what if we give him an

MP? Three player what if I interviewed 5

people about this? And what if I had a fight in my house and

make sort of listing out all? The potential things we could do.

Tell them to get the result right.

So you.

Followed session one, you should have this or should know at least how to do

this crazy potential product.

And then I said from there what we're

going to do.

Is going to make an.

Offer slide right, so here's your.

Offer and.

From that's. Ok, if somebody buys.

This offer from me.

I'm going to take this.

Component and this is gonna.

Be the first thing they get right, and

then from. Here I'm like, oh this will be the second

component and this will be the thing over here.

And then here is going to be the third.

Component and then the fourth component

and. There's all.

These different. Things right? And this becomes, the,

actual offer. You're the.

Total value of this.

Equals whatever, right?

So this. Is this?

Is the sack slide right we've talked a lot about stack slides.

That's where it comes.

From here's my.

Inventory of all potential.

Things I.

Could create. From there, I'm going to take some.

Things this. Becomes my offer now.

On the. Lead funnel.

One we talked about in the last session.

Literally you could go and say OK, this

one right here, This part of the offer.

This could be the lead magnet.

I'm gonna give away my lead funnel,

right? So this could be your lead.

Magnet, right, right, so that's.

Kind of from yesterday's.

From today's. We're coming. We're coming through and

saying I'm going to build.

An office. Here's my stack slide.

And there's two ways.

Now we have.

This offer create there's two ways.

To sell it.

Ok. The one way I think most you guys are

probably more familiar with.

Is what we talked about.

During the next session, which is the.

Presentation funnel, OK.

So took. My image.

Over here the presentation, funnel, is basically.

Me doing a presentation right? A webinar?

Facebook live me speaking on stage things.

Like that, where I'm taking this offer and this is where you probably, see, me

this time. I do have all presentation.

At the end of it, I do my stack, I said.

The first hearing is this.

And then you get this.

Big huge stack, slide, and we.

Sell the whole offer, right? So after we create an offer, that's one

way to sell it through a big presentation.

Ok. And during the presentation? Forms, we'll talk about that, but the.

Second way is we do it.

Through an unboxing funnel where we.

Take this offer and now I'm, going, to flip it outside, I'm going to unbox them.

Take it out the box.

Ok, so.

Let me show you what that looks like here on the slides.

Ok, when we launched the expert secrets.

Book, I was thinking like if I was to

sell a. Thousand dollar version or five hundred

version of expert secrets.

Like what would it look like?

To have. The extra secrets book and the audio

book. And the.

Home study course and the Traffic Secrets Home study course like it?

These are all.

Things I, could, bundle and offer.

Right if. I was.

Going to do a webinar.

And sell a dollar version or a five

hundred dollar version on a webinar.

I would do a presentation and this would

be the first thing you get is extra 6, but then you get the audio.

Book, right, like I would do in.

Typical presentation.

With an unboxing funnel, what I'm doing is.

I'm taking that offer.

And I'm pulling out the pieces.

Right where this first thing the, book, becomes the.

Actual offer on the.

Landing page OK the second the,

audiobook, becomes the order form bump OK?