SFR 149: Its Usually A Marketing Problem

Just over two years ago, fresh out of college - having unexpectedly landed my dream job as 'Lead Funnel Builder' at ClickFunnels - I found myself sitting just feet away from my marketing hero, Russell Brunson.

 

For the first few months, I was practically mute. Looking back, I think I was in shock. Inside, my head was whirring and going crazy: 'Oh, my gosh, I'm sitting next to Russell Brunson. RUSSELL BRUNSON! Look it's Russell Brunson. I'm in the same room as RUSSELL BRUNSON...'

 

After a few cool moves to start a conversation: 'Hey, Russell, I nearly put a poster of you on my wall.'- *AWKWARD*- I decided that the best approach was to stay quiet and learn everything I could by watching the Master Marketer doing his thing.

 

It was fascinating to watch Russell's brain work; the incredible way that he’d create offers, recall marketing campaigns, get into the zone to brainstorm and solve problems. Each day I learned far more than I ever had in my whole Marketing Degree.

 

The main reason I started my Sales Funnel Radio podcast was to record all the nuggets that I was learning and pass them on.

 

Day after day, I'd sit there mesmerised, listening to Russell coach and talk with his inner circle. I'd listen to him advising all these massive gurus and influential people - as well as entrepreneurs who were just starting out. So much golden advice- I was a like a sponge soaking it all up.

 

After about three to four months, a funny thing happened - I started to notice patterns in the conversations that Russell was having. So one day, as he finished on a coaching call, I turned around to him and said: 'Hey, Dude, you're kinda  saying the same things over and over again.' And, he goes, 'Yeah!'

 

Now, if you're an expert in your field, you've probably noticed a similar pattern? You like to dive deep into your subject; you're obsessed with it.  

You have sooo much knowledge to pass on, but the problem is that a lot of the people you're serving don't need to go that deep with you.

 

They don't want to freak out and geek out the same way that you do - they just want to take the next step- or get to the next level.

 

So we had this idea to create a way to guide people from the ground up, on a step by step path, to create a million dollar company. From that point, Russell could take them EVEN HIGHER. It was a win/win solution.  

 

The entrepreneur got access to everything they needed to help them on the first part of their journey, and Russell got to spend less time on the basics, and more time in his zone of genius.

 

I spent six months going through twelve years of Russell's videos, and all of his content. I backward planned and organized the material into the exact steps needed for a million dollar business. We created a 200-hour membership area -  it was freaking huge and packed with VALUE... And that's how 'Secrets Masterclass' was born.

On its launch, Secrets Masterclass made a million in three weeks!  What was even more fun was that people who joined the program made a  million dollars too. A lot of people became hundred-thousandaires, while many others made money on the internet for the first time in their entrepreneurial life.  

 

It was such a success that we decided to take the material from the Secrets Masterclass and condense it into a three-day live event -'The Funnel Hack-A-Thon' (aka, The FHAT Event.) The FHAT event was loads of fun and got excellent results for the participants.

 

Then right before the 2018 Funnel Hacking Live in Orlando, Florida, Russell asked me if I wanted to go on stage to do a presentation (Hell, Yeah!)... The challenge was to take the material from the three-day FHAT Event and present it in ten minutes. Holy Smoke!

 

At first, I didn't think I could do it. It was soooo challenging. Luckily, my head is kinda geared towards sorting this stuff out - I love to take a complex subject and simplify it down to the essentials.

 

So I put on some music and got my brain into gear. I started at 4pm and didn't finish until 5am the following day. That's eleven solid hours spent creating a ten-minute presentation. CRAZY!

 

Hands up, guys - at the event I ran over time by seven-minutes (sorry, Russell). But you get the picture? Twelve years of teaching - turned into a two hundred hour membership site, then condensed to create a three-day live FHAT event, finally turned into a ten-minute (ok, *cough* seventeen minutes) presentation.

 

Well, all this condensing got me thinking…

 

Sometimes you have a fantastic product that you've been selling it face to face, but it's not selling online the way you want it to.

                  

Here’s the problem (and most entrepreneurs have been through this at some time):

 

You decide that you're going to sell a something - so you go out and find a product that is selling well. That's smart. That makes sense.

 

However, once you find your product, then you just kind of toss it out there and kind of hope that people start buying it. And that's the extent of your plan. I've definitely done that before… and then been shocked that no one's buying. Duh!

 

The truth is if you want to take less risk and make your product launches more successful - you need a better way.

 

A bit more work up front is the best way to ensure a launch that goes well, makes money while serving both you and your customer…

 

Often when things don’t go well, we think it’s a problem with the funnel. However, it's usually NOT a funnel problem. It's usually a marketing problem! If you can sell your product face to face, but you’re not making online sales, then you're just not doing the necessary ‘marketing’ to qualify your customers in a way that makes the sale easy.  

 

So, I started to wonder what would be the quickest way to help entrepreneurs create an effective Marketing Plan that would take away the guesswork and risk to bring in a constant stream of qualified leads.

 

I started distilling the material down again...

 

My goal was to find a way to design a marketing plan without having to go through two hundred hours of content.

 

Once again, it took me a whole night of obsessing, but by the time the sun came up, I’d created a two-page document that solved the problem. By filling in a two-page sheet, you can design your offer and the marketing that sells it.

 

It doesn't matter if you're selling face to face, or on the internet;                   this is the core stuff that anyone would want ever.

 

About three weeks ago, I taught this method at my own event. It took about six hours. I think that’s the fastest I can teach this while still being effective.

 

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