DOTCOM SECRETS

1. SECTION 4: BUILDING YOUR FUNNELS

1.1. CONCLUSION

1.1.1. THE 12 STEPS

1.1.1.1. Step #1: Figure out exactly who your dream customer is.(COPY) Step #2: Where are these dream customers already congregating?(COPY) Step #3: What hooks can you throw out to capture their attention and what are the stories that you can tell to increase the perceived value of what you have to offer? (COPY) Step #4: After you have their attention, focus on building a relationship with them (through the Attractive Character) so you can ascend them up your value ladder and serve them at your highest level possible.(ACTIVE COPY) Step #5: Pick which tier of the value ladder you want to focus on first, and then select which funnel type you will create.(ELEGIR TIPO DE FUNNEL Y TENER CLARA LA ESCALERA DE VALOR) Step #6: - - - - After you have the funnel structure built, plug in the videos, headlines, and other funnel scripts into the pages where your Attractive Character will be communicating with your dream customers.(SCRIPTS) Step #7: Launch the funnel with the amount of money you would spend to acquire a single customer and see where in the funnels your hooks, stories, and offers aren’t converting.(TESTEAR) Step #8: Split test the controls with the new pages and repeat the process until your ACV is greater than your CPA. (TESTEAR)Step #9: Keep creating new ads to keep your CPA low while continuing to improve your ACV. Repeat this process until this funnel qualifies for the Two Comma Club. Step #10: After your first funnel hits the Two Comma Club, start working on the next funnel in your value ladder. Email your existing customers about the new funnel and attach it as a funnel stack onto your first funnel. Step #11: Repeat steps #6, #7, and #8 for this new funnel until it hits the Two Comma Club. Step #12: Pick the next funnel in your value ladder to create . . .

1.2. 28. FUNNEL AUDIBLES - TEST - FEEDBACK - SIMPLICITY - SPEED

1.2.1. Most people’s funnels don’t work the first time, and that’s okay.

1.2.2. “you’re just one funnel away,”

1.2.3. SIMPLICITY

1.2.4. MONEY FOLLOWS SPEED

1.2.5. LET THE MARKET TELL YOU IF THE FUNNEL WORKS

1.2.6. I’ve done enough split-testing to know that I’m wrong most of the time. You shouldn’t trust your own opinion either.

1.2.7. THE MARKET NEVER LIES

1.2.8. METRICS

1.2.8.1. CPA

1.2.8.2. ACV

1.2.8.2.1. AVERAGE CART VALUE

1.2.9. HOOK STORY OFFER IS VERY VERY IMPORTANT!!

1.3. 27. FUNNEL STACKING

1.3.1. FOCUS ON THE FUNDAMENTALS

1.3.2. funnel stacking is moving your customer from one funnel into another funnel higher on your value ladder. This process is done on the pages of your funnels as well as through your follow-up funnels.

1.3.3. .

1.3.4. Everyone moves at their own speed, and I use funnel stacking because if I don’t offer the fast movers something now, they will go and look for solutions to their problems somewhere else.

1.3.5. But don’t wait until your stack is complete to launch. I always tell my Inner Circle members that they have to have made at least $1 million (hit the Two Comma Club) in a funnel before they create their second one.

1.4. 26. CLICK FUNNELS

1.4.1. SELECT YOUR FUNNEL

1.4.2. SKETCH IT

1.4.3. TEMPLATES

1.4.4. MAP OUT THE FOLLOW UP FUNNELS

1.5. INTRODUCTION

1.5.1. A 11 YEARS OLD CHILD CHARGING 25K!!

2. SECTION 3: FUNNEL SCRIPTS - ***SALES COPY* **

2.1. INTRODUCTION

2.1.1. SALES COPY

2.1.2. I also want to note that these scripts should serve as a framework, not a word-for-word script.

2.1.3. Your personality is what will keep people coming back for more and ascending your value ladder.

2.2. FRONT-END ***LEAD*** FUNNEL SCRIPTS

2.2.1. 18. "CURIOSITY-BASED HEADLINE" SCRIPTS - ***HEADLINE SECRETS* ** BY JIM EDWARDS

2.2.1.1. IMPORTANCE OF THE ***HEADLINE* **

2.2.1.1.1. “Because without the headlines, ***we don’t know if we’re interested in* ** the article or not!”

2.2.1.1.2. So without a headline, the content is useless, right?”

2.2.1.2. HEADLINES DO NOT SELL!!!

2.2.1.2.1. THE PURPOSE OF A HEADLINE IS ***TO HOOK* ** THE RIGHT PEOPLE ***TO STOP WHAT THEY ARE DOING* **, PRE-FRAME THEM FOR YOUR STORY OR SALES MESSAGE, AND ***GET THEM TO THE NEXT STEP*** IN YOUR SALES COPY

2.2.1.2.2. ***HOOK*** THE RIGHT TARGET AUDIENCE MEMBERS ***TO STOP* ** WHAT THEY ARE DOING, AROUSE ***CURIOSITY***, AND THEN ***MOVE THEM TO THE NEXT STEP* **

2.2.1.3. ***CURIOSITY*** IS THE KEY!

2.2.1.4. QUESTION HEADLINES - A FAST WAY TO CREATE CURIOSITY

2.2.1.4.1. ASK A QUESTION ABOUT SOMETHING YOUR TARGET AUDIENCE REALLY DESIRES TO HAVE OR REALLY WANTS TO AVOID

2.2.1.4.2. WHAT IF YOU COULD (DESIRE) WITHOUT (PAIN)?

2.2.1.4.3. WORRIED ABOUT (PAIN)?

2.2.1.4.4. ISN´T IT TIME YOU STOPPED STRUGGLING WITH (PAIN)?

2.2.1.4.5. SICK AND TIRED OF NOT HAVING ANY (DESIRE)?

2.2.1.4.6. ARE YOU GETTING ENOUGH (DESIRE)?

2.2.1.4.7. DO YOU WANT TO BE A SUCCESSFUL (TARGET AUDIENCE)?

2.2.1.4.8. ISN´T IT ITME YOU GOT THE (DESIRE) YOU REALLY WANT?

2.2.1.5. THE KEY IS YOU DO NOT KNOW WHAT THE RIGHT HEADLINE IS UNTIL YOU HAVE TESTED A BUNCH TO FIND THE WINNER

2.2.1.6. HOT TRAFFIC HEADLINES - YOU CAN MENTION YOUR NAME AND YOUR PRODUCT NAME

2.2.1.6.1. - Finally! Discover How (Product/Service Name) Gives You the Secret to (Big Result) . . . Without (Pain) . . . Today! - (Product/Service Name) Is the Secret to Automatically (Big Result)! . . . Guaranteed! - Watch This Free Video to Learn How (Product/Service Name) Gives You an Unfair Advantage with (Main Topic) . . . Guaranteed! - It’s True! You Too Can (Big Result) in (Specific Timeframe) with (Product/Service Name) . . . Guaranteed! - (Big Result) with (Product/Service Name) . . . Guaranteed!

2.2.1.7. WARM TRAFFIC HEADLINES - YOU TALK ABOUT THE PAYOFF OR BENEFIT THEY ARE SEEKING

2.2.1.7.1. - See How Easily You Can (Big Result) Without (Pain)! - For (Target Audience) Who Want to (Big Result) but Can’t Get Started! - The Secret to Automatically (Big Result) Without (Pain)! - Here’s a Quick Way to (Big Result) . . . Guaranteed! - How (Target Audience) Just Like You (Big Result) in Just (Specific Time Frame)! - The TRUTH About How to (Big Result) and Avoid (Pain)

2.2.1.8. COLD TRAFFIC HEADLINES - C

2.2.1.8.1. - Don’t Let (Pain) Stop You! - You Can Laugh at (Main Topic) Problems If You Follow This Plan - How (Target Audience) Can STOP (Pain) - When Pro (Target Audience) Have (Main Topic) Problems, Here’s What They Do - How to Eliminate (Pain) from Your Life . . . Guaranteed!

2.2.1.9. USE SCRIPTS!

2.2.1.10. CURIOSITY HEADLINES

2.2.1.10.1. YOU CAN LAUGH AT (MAIN TOPIC) WORRIES - IF YOU FOLLOW THIS SIMPLE PLAN

2.2.1.10.2. IMAGINE (DESIRE) IN JUST 30 MINUTES

2.2.1.10.3. YOU MAY BE SABOTAGING YOUR (MAIN TOPIC) SUCCESS... AND YOU DO NOT EVEN KNOW IT

2.2.1.10.4. DON´T EVEN THINK ABOUT (DESIRE) WITHOUT READING THIS!

2.2.1.10.5. HERE IS WHAT (ENEMY) DOESN´T WANT YOU TO KNOW ABOUT (MAIN TOPIC)

2.2.1.11. IN EVERY HEADLINE - FOCUS ON:

2.2.1.11.1. A CLEAR ***DESIRE*** THEY WANT TO SATISFY

2.2.1.11.2. A PRESSING ***PROBLEM*** THEY REALLY WANT TO SOLVE

2.2.1.11.3. A NAGGING OR ***INTENSE PAIN* ** THEY WANT TO AVOID O ELIMINATE

2.2.1.12. CAUTION!

2.2.1.12.1. A final word of caution: In the end, ***the only opinion*** about your headline ***that matters*** is the opinion of the ***person with a credit card* ** in their hand who decides whether to spend money with you based on your sales copy.

2.2.1.13. “A great marketer or copywriter would ***test*** a different headline . . . now!”

2.2.1.14. MAKE THE HEADLINE ABOUT THEM

2.2.2. 19. "WHO, WHAT, WHY, HOW" SCRIPTS

2.2.2.1. COLDER TRAFFICK

2.2.2.2. THE 4 QUESTIONS

2.2.2.2.1. WHO ARE YOU?

2.2.2.2.2. WHAT DO YOU HAVE?

2.2.2.2.3. WHY DO THEY NEED IT?

2.2.2.2.4. HOW CAN THEY GET THIS OFFER?

2.2.2.3. THE CATCH

2.2.2.3.1. TELL THEM WHY YOU ARE PRESENTING THIS OFFER FOR SUCH A GREAT DEAL

2.2.2.4. URGENCY AND SCARCITY

2.2.2.4.1. IN BONUSES

2.2.2.5. GUARANTEE

2.2.2.6. RECAP

2.3. UNBOXING FUNNEL SCRIPTS

2.3.1. 20. "STAR, STORY, SOLUTION" SCRIPT !! - (VIDEO SALES LETTER)

2.3.1.1. 1. THE STAR

2.3.1.2. 2. THE STORY

2.3.1.3. 3. SOLUTION

2.3.2. 21. "OTO" SCRIPT. (UPSELL)

2.4. PRESENTATION FUNNEL SCRIPTS

2.4.1. 22. "PERFECT WEBINAR" SCRIPT (EXPERT SECRETS)

2.4.1.1. 90 MINUTE WEBINAR

2.4.1.1.1. 15 MIN INTRODUCTION

2.4.1.1.2. 45 MIN CONTENT

2.4.1.1.3. 30 MIN THE STACK AND CLOSE

2.4.1.2. 5 MINUTE WEBINAR

2.4.1.3. 1. INTRODUCTION

2.4.1.4. 2. CONTENT

2.4.1.4.1. Your goal isn’t to teach them everything; it’s to help them break their false beliefs around the topic that you’re teaching so they will be willing to let you help them to solve this problem in their lives.

2.4.1.4.2. TELL THEM "WHAT" BUT NOT THE "HOW"

2.4.1.4.3. FALSE BELIEFS

2.4.1.5. 3. THE STACK AND CLOSE

2.4.2. 23. "PRODUCT LAUNCH SCRIPT"

2.4.2.1. VIDEO 1

2.4.2.2. VIDEO 2

2.4.2.3. VIDEO 3

2.4.2.4. VIDEO 4

2.5. BACK END PHONE FUNNEL SCRIPTS

2.5.1. 24. "FOUR QUESTION CLOSE" SCRIPT

2.5.1.1. QUESTION 1: THE DAN SULLIVAN QUESTION

2.5.1.1.1. ASK FOLLOW UP QUESTIONS BASED ON THEIR ANSWERS

2.5.1.1.2. KEEP ASKING WHY

2.5.1.1.3. RESPECT, INCLUSION AND PURPOSE

2.5.1.2. QUESTION 2: WHY DON´T YOU HAVE IT YET?

2.5.1.2.1. WHAT´S BEEN STANDING IN YOUR WAY OR HOLDING YOU BACK?

2.5.1.2.2. THEIR OBSTACLES AND OBJECTIONS

2.5.1.2.3. useless.” If they’re blaming other people or outside circumstances for their failures, you really don’t want them as a client.

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

2.5.1.3.1. How much more money do you think you’d make (or how much weight would you lose or how much better would your marriage be) if you were able to eliminate the obstacles and leverage those resources?

2.5.1.4. QUESTION 4: DO YOU WANT ME TO HELP YOU TO ACHIEVE YOUR GOALS?

2.5.1.4.1. IF THEY DO NOT HAVE THE MONEY, OFFER THEM A PAYMENT PLAN

2.5.2. 25. "SETTER AND CLOSER" SCRIPTS

2.5.2.1. SETTER SCRIPT

2.5.2.1.1. It’s a waste of time to keep going through the presentation if you don’t have all the decision makers present.

2.5.2.1.2. GET 4 COMMITMENTS

2.5.2.2. CLOSER SCRIPT

3. SECTION 1: SALES FUNNELS SECRETS

3.1. INTRODUCTION - FUNNELS - OTO: ONE TIME OFFER

3.1.1. "FRATERNIDAD DE MAGOS DEL MARKETING"

3.1.1.1. LOS SECRETOS

3.1.1.2. LOS TRUCOS Y LAS ESTRATEGIAS

3.1.1.3. SOLID GROUND

3.1.1.3.1. Not ever-shifting sand.

3.1.1.4. DIRECT RESPONSE MARKETING

3.1.1.4.1. BRAND MARKETING (TRADITIONAL MARKETING)

3.1.1.4.2. DIRECT RESPONSE (PUSH MARKETING)

3.1.1.5. DISCIPLINE

3.1.1.6. Go into this book in search of deep understanding and profound clarity about the structure and science of effective marketing to be applied in the online media universe. -Dan Kennedy

3.1.1.7. “Ultimately, the business that can spend the most to acquire a customer wins.”

3.1.2. The people who were making money were doing it through steps and processes invisible to the naked eye.

3.1.3. It will help you understand how to structure your company’s products and services in a way that will allow you to make two to three times as much money from the same traffic that you’re getting now.

3.1.4. I only focus on strategies and concepts that will remain the same—even when technology changes.

3.1.5. FUNNEL VS A WEBSITE

3.1.5.1. People often ask me, “Russell, does my business need a funnel?” to which I always respond, “Only if your company needs leads or sales.”

3.1.5.2. THE CUSTOMER HAS A BETTER USER EXPERIENCE

3.1.5.3. THEY ARE NOT CONFUSED

3.1.5.4. "A CONFUSED MIND ALWAYS SAYS NO"

3.1.5.5. ONE CALL TO ACTION

3.1.5.6. WEBSITE: The problem was there was no strategy or process behind the website.

3.1.5.7. A funnel, on the other hand, is created to be simple. From the outside, it may look like a website, but you’ll notice that each page and each step only has one call to action. There is strategy behind what page someone sees first, and then the journey you take them on.

3.2. 1. THE SECRET FORMULA - COPY

3.2.1. WHO IS THE PERSON I REALLY WANT TO SERVE? WHO IS YOUR DREAM CUSTOMER?

3.2.2. CREATE YOUR AVATAR, GIVE HIM A NAME AND CREATE A PICTURE OF HIM

3.2.3. WHERE ARE YOUR DREAM CUSTOMER CONGREGATING?

3.2.3.1. WEBSITES

3.2.3.2. FORUMS

3.2.3.3. FB GROUPS

3.2.3.4. INFLUENCERS THEY FOLLOW

3.2.3.5. PODCASTS

3.2.3.6. EMAIL NEWSLETTERS

3.2.3.7. BLOGS

3.2.3.8. YOUTUBE

3.2.3.9. KEY WORDS THEY ARE SEARCHING

3.2.4. WHAT IS THE BAIT? (HOOK STORY OFFER)

3.2.4.1. THE GOAL OF THE STORY IS TO BUILD RAPPORT WITH THEM AS WELL BREAK THE FALSE BELIEFS THEY HAVE

3.2.5. WHAT IS THE UNIQUE RESULT OR VALUE THAT YOU CAN CREATE FOR YOUR DREAM CUSTOMER?

3.2.5.1. THE VALUE LADDER

3.2.6. THE SECRET FORMULA: - WHO IS YOUR DREAM CUSTOMER? - WHERE ERE THEY CONGREGATING? - WHAT IS THE BAIT THAT YOU CAN USE TO ATTRACT THEM TO YOU? - WHAT IS THE UNIQUE RESULT THAT YOU CAN CREATE FOR THEM?

3.3. 2. HOOK, STORY, OFFER (THE BAIT) - COPY

3.3.1. THE IRRESISTIBLE OFFER

3.3.1.1. ARE YOU SELLING A COMMODITY?

3.3.1.2. INCREASE THE PERCEIVED VALUE OF WHAT IS BEING SOLD

3.3.1.3. MAKE THE THING BEING SOLD UNIQUE TO YOU AND ONLY AVAIBLE WITHIN THIS SPECIAL OFFER

3.3.1.4. OFFER STACK

3.3.1.5. MAKE THE TOTAL VALUE OF IT 10 TIMES AS MUCH AS WHAT YOU ARE ACTUALLY CHARGING

3.3.1.5.1. LA LLUVIA DE IDEAS

3.3.1.6. GET GOOD AT MAKING OFFERS

3.3.2. STORY SELLING

3.3.2.1. "EXPERT SECRETS"

3.3.3. THE HOOK

3.3.3.1. HEADLINE

3.3.3.2. IMAGE

3.3.3.3. VIDEO

3.3.3.4. We never know which ones will grab our market’s attention, so it’s important that we keep throwing out hooks until we find the ones that effectively hook our dream customers.

3.4. 3. THE VALUE LADDER - WE NATURALLY WANT MORE - FOCUS ON ONE STEP

3.4.1. YOUR VALUE LADDER MISSION STATEMENT

3.4.1.1. We help families in our community to increase their confidence through creating a beautiful smile they are proud to share.

3.4.2. IT IS YOUR BUSINESS PLAN

3.4.3. WHEN WE RECEIVE VALUE, WE NATURALLY WANT MORE

3.4.4. If someone doesn’t have an actual value ladder, they don’t really have a business; they are just selling a product.

3.4.5. The only limit to your value offerings is your imagination. Keep thinking of higher and higher levels of service, and you can keep charging more and more money. There’s always something else you can offer.

3.4.6. DIFFERENT TYPES OF FUNNELS FOR EACH STEP ON THE VALUE LADDER

3.4.7. FUNNELS IN THE VALUE LADDER

3.4.7.1. UNBOXING: 1-100 USD

3.4.7.2. PRRESENTATION FUNNELS: 100 - 2.000 USD

3.4.7.3. HIGH TICKET OFFERS: OVER 2.000 USD

3.4.8. FOCUS ON ONE!

3.4.9. RESPETA LA ESCALERA DE VALOR

3.4.10. UPSELLS

3.5. 4. THE ATTRACTIVE CHARACTER - ACTIVE COPY

3.5.1. THE BRAND

3.5.2. "EXPERT SECRETS"

3.6. 5. FUNNEL HACKING

3.6.1. Before I build out any new sales funnel, the first thing I want to do is find other people who already have a successful funnel and are selling to my target market.

3.6.2. MODELING IS NOT COPYING

3.6.3. COMPETITORS

3.6.3.1. DIRECT COMPETITORS

3.6.3.2. INDIRECT COMPETITORS

3.6.3.3. PEOPLE SELLING THROUGH THE SAME FUNNEL TYPE

3.6.4. ACT AS A CONSUMER

3.6.4.1. WHAT BAIT ARE THEY USING?

3.7. 6. SEVEN PHASES OF A FUNNEL - THE CUSTOMERS' JOURNEY

3.7.1. A CONFUSED MIND ALWAYS SAY NO

3.7.2. THE PRE FRAME

3.7.3. STEP 1: TRAFFIC TEMPERATURE

3.7.3.1. PIRÁMIDE DE CONCIENCIA

3.7.4. STEP 2: SET UP THE PRE-FRAME BRIDGE

3.7.5. STEP 3: QUALIFY SUBSCRIBERS

3.7.6. STEP 4: QUALIFY BUYERS

3.7.7. STEP 5: HYPERACTIVE BUYERS

3.7.8. STEP 7: AGE AND ASCEND THE RELATIONSHIP

3.7.9. STEP 7: CHANGE THE SELLING ENVIRONMENT

3.8. 7. FOLLOW UP FUNNELS - TRAFFIC SECRETS - EMAIL REMARKETING

3.8.1. SOAP OPERA SEQUENCES

3.8.1.1. CONTINUOUS NARRATIVES THAT NEVER CONCLUDE

3.8.1.2. YOU ALWAYS START ANY GOOD STORY AT THE POINT OF HIGH DRAMA

3.8.2. DAILY SEINFELD EMAILS

3.8.2.1. YOU WANT YOUR ATTRACTIVE CHARACTER TO BE FUN AND ENTERTAINING

3.8.2.2. EMAIL EVERY DAY?!

3.8.3. CREATING THE LIST

3.8.4. TRAFFIC THAT YOU CONTROL

3.8.5. TRAFFIC THAT YOU EARN

3.8.6. TRAFFIC THAT YOU OWN

4. SECTION 2: THE FUNNELS IN THE VALUE LADDER

4.1. INTRODUCTION

4.2. FRONT END LEAD FUNNELS

4.2.1. INTRODUCTION

4.2.1.1. IT STARTED WITH "POP UPS"

4.2.1.2. “What if, instead of someone coming to our website being shown a pop-up to get their email address, we made the pop-up the page that people saw first?

4.2.1.3. THE LANDING PAGE

4.2.2. LEAD SQUEEZE FUNNELS

4.2.2.1. TO GET THE PEOPLE TO JOIN "THE LIST"

4.2.2.2. PAGE 1: THE LANDING PAGE

4.2.2.2.1. Story: On a traditional squeeze page, the story isn’t long. For most of my pages, the subheadline will tell a quick story.

4.2.2.2.2. Offer: The goal of the squeeze page is to make an offer, where you get someone to give you their email address in exchange for what is often called a “lead magnet.”

4.2.2.2.3. Hook: You’ll notice that these pages are all very simple. They all have a headline that serves as the hook. The more curiosity you can put into the headline, the more likely they will be to give you their email address.

4.2.2.3. PAGE 2: THANK YOU PAGE

4.2.2.3.1. SOAP OPERA SEQUENCE OR THE LINK THAT GUIDE THEM INTO THE NEXT FUNNEL IN YOUR VALUE LADDER

4.2.3. SURVEY FUNNELS

4.2.3.1. PAGE 1: THE SURVEY PAGE

4.2.3.1.1. OFFER: "TAKE THIS SHORT QUIZ, AND I WILL TELL YOU..."

4.2.3.1.2. Self-identifying questions (Gender; age; etc.) Self-identifying question based on subject (Do you have a funnel?; Have you ever tried to lose weight in the past?; etc.) Self-declare level of skill (How much money have you made with your business?; How much knowledge do you have on [topic]?; etc.) Self-declare biggest challenge with subject (I struggle with traffic the most; I struggle with eating carbs; etc.) Educate and clarify (Those with [#2 response] typically suffer from one of three [symptoms]. Tell me which issue you suffer from the most. [List 3 choices]) Surprise/random curiosity-based question (Wait . . . Are you drinkingBrunson, Russell. Dotcom Secrets (pp. 152-153). Hay House. Edición de Kindle.

4.2.3.1.3. THE BUCKET QUESTION

4.2.3.2. PAGE 2: THE SQUEEZE PAGE

4.2.3.2.1. Based on their answer to the bucket question, they’ll see a case study from someone in their own industry.

4.2.3.3. PAGE 3: RESULTS PAGE

4.2.4. SUMMIT FUNNELS - (FREE ONLINE CONFERENCE)

4.2.4.1. STRATEGICALLY DESIGNED TO LET YOU ***LEVERAGE*** OTHER PEOPLE´S TRAFFIC AND CO-BRAND YOURSELF TO ***BUILD*** YOUR ***AUTHORITY*** IN A MARKET

4.2.4.1.1. YOU BEGIN TO BUILD A NETWORK OF INFLUENCER COLLEAGUES

4.2.4.1.2. The summit funnel is a great funnel to quickly start building your list by leveraging the lists of other people.

4.2.4.1.3. THE HOST CAN COLLECT THE EMAIL ADDRESSES OF EVERYONE WHO OPTS IN TO SEE THE FREE SUMMIT EVENT

4.2.4.2. A VIRTUAL SUMMIT: FREE ONLINE CONFERENCE

4.2.4.3. INVITATIONS

4.2.4.3.1. THE HOST INVITES A GROUP OF COLLEAGUES IN THEIR NICHE TO BE INTERVIEWED

4.2.4.3.2. ABOUT 30 SPEAKERS?

4.2.4.4. INTERVIEWS

4.2.4.4.1. THE HOST PRE-RECORDS INTERVIEWS WITH THESE GUEST

4.2.4.5. PROMOTIONS

4.2.4.6. THE PAGES

4.2.4.6.1. PAGE 1: REGISTRATION PAGE

4.2.4.6.2. PAGE 2: THE SPECIAL OFFER PAGE

4.2.4.6.3. PAGE 3: THE BROADCAST PAGE

4.3. UNBOXING FUNNELS

4.3.1. INTRODUCTION

4.3.1.1. There is something very powerful that happens inside the buyer’s mind after you get them to make a commitment by saying the first yes. They’ve already done the hard work, and because they have already started on the path that this solution offers, it’s so much easier to get them to say the second yes. The friction is gone. You get them started by saying yes to a small thing, and they are much more likely to say yes to a larger thing later.

4.3.1.2. YOU GET THEM STARTED BY SAYING YES TO SMALL THING

4.3.1.3. Regardless of the strategy you use, the key is having low-ticket products that allow you to get more buyers into your funnels and have them commit by saying the first yes, and then you show them the other pieces of your offer.

4.3.1.4. THE UPSELL

4.3.1.4.1. After lots of testing, we found the sweet spot. If we had two upsells in our unboxing funnels, it didn’t annoy most customers, and it gave us the ability to make money with our funnels after paying for our ad spend. Any upsells more than two and it hurt the lifetime value of our customers; any upsells less than two made it hard to make any money.

4.3.1.5. THE ORDER FORM BUMP

4.3.1.5.1. In most funnels, my profit from the order form bump covers all my ad costs, leaving the other upsells in the funnel as pure profit!

4.3.1.6. AVERAGE CART VALUE

4.3.2. BOOK FUNNELS - SELLING INFORMATION

4.3.2.1. (for authors, speakers, coaches, consultants, or anyone using information products at the front of their value ladder)

4.3.2.2. PAGE 1: THE SALES PAGE

4.3.2.2.1. CURIOSITY BASED HEADLINES

4.3.2.2.2. TELL A STORY IN VIDEO

4.3.2.2.3. .

4.3.2.2.4. .

4.3.2.2.5. THE ORDER BUMP

4.3.2.2.6. THE 2 STEP ORDER FORM

4.3.2.3. PAGE 2: THE UPSELL

4.3.2.3.1. The OTO rule for upselling information products is this: don’t sell more of the same thing.

4.3.2.3.2. Every time you solve a problem for someone, it creates a new problem.

4.3.2.3.3. What is the next logical product or service they need to reach their goals? That is what you sell them for your OTOs.

4.3.2.3.4. “No Thanks, I Don’t Want to Add This Amazing Bonus at a 95% Discount to My Order Right Now.” By seeing this, they have to acknowledge that they don’t want something awesome at a huge discount.

4.3.2.3.5. DOWNSELL - OPTIONAL

4.3.2.4. UPSELL PAGE #2

4.3.2.5. PAGE 3: THE THANK YOU PAGE

4.3.2.5.1. You can also use this page to point them to the next funnel in your value ladder. Inviting them to attend a webinar (a type of presentation funnel) or fill out an application to work with you directly (a type of back-end phone funnel) is a powerful offer you can add to this step in your funnel.

4.3.3. CART FUNNELS

4.3.3.1. (for e-commerce and physical products companies)

4.3.3.2. PAGE 1: THE SALES PAGE

4.3.3.2.1. The best way to sell a physical product is with a demo.

4.3.3.2.2. One interesting thing with most e-commerce products is that the headline is usually less about invoking curiosity and more about telling people exactly what the offer actually is.

4.3.3.2.3. Product selector and order form bump: On the second step in the order form, we actually have two levers that we can use to increase our average cart value. The first is by increasing the quantity of products that someone purchases above the order form and the second is by adding an order form bump.

4.3.3.2.4. .

4.3.3.3. PAGE 2: THE UPSELL

4.3.3.3.1. This is where we see the biggest difference in strategy between the book funnel and the cart funnel. In a book funnel, the OTO rule for information products is to never sell more of the same thing; instead, we sell the next logical solution to the problem we just created. With a cart funnel, we do sell more of what they just bought, but at a discount.

4.3.3.3.2. UPSELL 2: We start looking at the other SKUs that they offer and figure out which next logical product they can add to their cart. If I were selling hot dogs, I would start selling buns, ketchup, and mustard as they move through the next set of upsells.

4.3.3.3.3. so having three to four offers after they buy doesn’t seem to hurt the lifetime value of the customer.

4.3.3.4. PAGE 3: THANK YOU PAGE

4.3.4. CHALLENGE FUNNELS

4.3.4.1. BUILDING A TRIBE

4.3.4.2. LIVE VIDEOS

4.3.4.3. Y DAYS

4.3.4.4. PRIZES

4.4. PRESENTATION FUNNELS

4.4.1. INTRODUCTION

4.4.1.1. YOU NEED A SALES PRESENTATION

4.4.2. VIDEO SALES LETTER FUNNELS

4.4.2.1. PAGE 1: THE SALES PAGE

4.4.2.1.1. This page will look similar to the sales page of the book or cart funnel, but you’ll notice that the order form is not at the top of the page. That is because we need the presentation to increase the perceived value of the product before we introduce the price.

4.4.2.1.2. CURIOSITY BASED HEADLINE: GET SOMEONE TO WATCH THE VIDEO

4.4.2.2. THE UPSELL

4.4.2.2.1. IDENTICAL TO THE BOOK AND CART FUNNELS

4.4.2.3. THANK YOU PAGE

4.4.3. WEBINAR FUNNELS!!

4.4.3.1. RUSSELL'S USD 3,2 MILLION IN 90 MINUTES RECORD IN 10X EVENT

4.4.3.2. PAGE 1: REGISTRATION PAGE!!

4.4.3.2.1. THE GOAL IS TO GET SOMEONE TO REGISTER FOR A WEBINAR

4.4.3.2.2. A ***CURIOSITY-BASED*** HEADLINE

4.4.3.2.3. A PICTURE KIND OF STRANGE

4.4.3.2.4. SOAP OPERA EMAILS TO WARM UM

4.4.3.3. PAGE 2: THANK YOU

4.4.3.3.1. "WHO, WHAT, WHY, HOW" SCRIPT IN A VIDEO

4.4.3.3.2. A LOW-TICKET OFFER TO COVER AD-SPEND

4.4.3.3.3. MAKE SURE THAT YOUR THANK YOU PAGE DOESN´T COMPETE WITH YOUR WEBINAR OFFER

4.4.3.4. PAGE 3: WEBINAR ROOM

4.4.3.4.1. EXPERT SECRTES: PERFECT WEBINAR

4.4.3.5. PAGE 4: ORDER FORM PAGE

4.4.3.6. PAGE 5: THE REPLAY PAGE

4.4.3.6.1. USUALLY 80% WON´T SHOW UP

4.4.3.7. VARIATION: AUTOMATED WEBINAR FUNNEL

4.4.3.7.1. THE PRESENTATION IS PRE-RECORDED

4.4.4. PRODUCT LAUNCH FUNNELS

4.4.4.1. 1. FREE WORKSHOP PAGE

4.4.4.2. 2. VIDEO PAGES

4.4.4.3. 3. OFFER PAGE AND ORDER FORM

4.5. BACK END PHONE FUNNELS

4.5.1. APPLICATION FUNNELS

4.5.1.1. 1. THE SUCCESS STORY OR FREE CASE STUDY LANDING PAGE

4.5.1.1.1. Usually with a case study video, I am showing them exactly what I did (the strategy), step by step, but I don’t go into how I did it (the tactics).

4.5.1.2. 2. THE APPLICATION PAGE

4.5.1.2.1. THE TAKEAWAY: The goal of this application is to get them to sell you on why you should work with them.

4.5.1.2.2. REVENUE QUALIFIER

4.5.1.2.3. WHAT DOES SUCCESS LOOK LIKE FOR YOU?

4.5.1.2.4. THE DAN SULLIVAN QUESTION

4.5.1.3. 3. THE HOMEWORK PAGE