Funnel Magazine Volume 3: Edition 3 by Funnel Magazine™

FUNNEL MAGAZINE TRAFFIC & LEAD GEN

EXCLUSIVE CONTENT

IS PAID TRAFFIC THE ONLY WAY TO FILL YOUR FUNNEL WITH WARM LEADS?

8 FUNNELS

THE INTERVIEW

58 METRICS

18 STRATEGY & TACTICS

LEADERSHIP

84 SOCIAL MEDIA

JOIN FUNNEL MAGAZINE LIFETIME

“THAT ONE IDEA WENT ON TO PRODUCE A QUARTER OF A MILLION BUCKS. SPENDING 25 GRAND ON ADS PRODUCED A QUARTER OF A MILLION DOLLARS. SO THANK YOU, RUSSELL. GOOD JOB THERE. I RECOUPED MY INVESTMENT IN THE FIRST YEAR IN. THAT’S THE VALUE OF BEING IN MASTERMINDS. SOME PEOPLE SEE THINGS FROM DIFFERENT PERSPECTIVES THAN YOU.” - BRYAN DULANEY

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LETTER

FROM THE EDITOR

BRYAN DULANEY

PRESENTS THE GOLDEN TICKET

IS FACEBOOK STILL A SAFE BET FOR ADVERTISING WHAT YOUR SALES PAGE NEEDS AT EACH STAGE OF THE FUNNEL

COPY AND PASTE CHAT BOT QUIZ

THE INVISIBLE HAND THAT CONTROLS THE FATE OF YOUR FUNNEL

CAN SALES FUNNELS WORK FOR AFFILIATE BUSINESSES

NAIL YOUR 2019 CONTENT PLANNING LIKE A HIGH VOLUME PRO

THREE WAYS TO GROW YOUR BUSINESS (THE GAS PEDAL)

MIND THE GAP: CONFIDENCE VS ARROGANCE

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LETTER FROM THE EDITOR OF

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Dear Funnel Hackers, I am so excited to be bringing you an edition that’s shimmering and filled with gold. Bryan Dulaney and the Golden Ticket. Bryan Dulaney is the founder and creator of The Perfect Funnel System. He has generated over $60 million dollars online. Additionally, He was one of the first 17 people to generate over $10 million dollars through a funnel using ClickFunnels. He’s a ClickFunnels Super affiliate sending over 1,400 affiliates and having won four cars. Bryan Dulaney launched The Golden USB and The Everlasting Funnel that are put together in the Profit Factory. In the introduction to the interview, I write about the devastating event that happened to Bryan Dulaney that led him down the path of finding and understanding his mission. Bryan Dulaney says “My purpose is to share my story and help others share their story” His heartbreaking story has an everlasting effect on me personally because of the event that took place at Slippery Rock University. Being from Pittsburgh, I know a lot of people, my dad, and plenty of friends of my own stepson, that attend the university or has attended in the past. Now, I don’t think his story is that University specific, what happened could of (and probably does happen) at most Universities throughout the country. Even though Bryan Dulaney’s story has a happy ending with a shimmering bright future ahead of him. A lot of students are definitely not as lucky to survive and even see the silver lining and find the divine calling to make a change. Read the introduction and the full interview to find out about the event that happened at Slippery Rock University, The Golden Ticket USB, and all of the Golden Nuggets Dulaney has to share with you. Grab Your Golden Ticket! Your Editor, Tricia Wilkes P.S Have a happy prosperous Saint Patricks Day!

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TRAFFIC & LEAD GEN

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Ten Top Ways to Use Twitter for Lead Generation ARTICLE BY Steve Shaw

Because it’s dwarfed by Facebook, many business as a courtesy (which you can encourage by doing the owners make the mistake of ignoring Twitter. But the fact same for them first). This multiples the potential reach is, it remains a powerful platform to take advantage of of your lead generation CTA. for a lead generation. What’s more, as the number of likes and retweets of With over 330 million monthly active users—that’s your CTA increases, it gives you more authority and roughly similar to the entire population of the United appeal, further increasing click-throughs over time. States—and 500 million tweets sent every day, if you’re 2. Use Website Cards not already using it seriously as a source of leads for your business, it’s probably time to give it another look. Try tweeting using a Website Card. According to Twitter, based on analysis of their data, Website Cards lead to With that in mind, this article gives you ten different 43% higher engagement than Tweets with links. and powerful ways to use Twitter for lead generation. To be clear, a Website Card is a tweet with an image 1. Pin Your Opt-In Offer along with a CTA button, rather than the usual link. Pin a lead generation CTA (call to action) to the top of You use them to get more visits to your website. For lead your Twitter feed. This will be the first thing people see generation purposes, you can use them to point to a when following you and will encourage them to sign up page containing your signup offer. to your email list as well. You then use the advertising options to choose who you A further benefit is that people who follow want the Website Card to reach. you will sometimes also retweet and like one of your tweets 3. Target Specific Usernames

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Log into Twitter ads, and target the audience who you

want to see your lead generating tweets by uploading creating content upgrades. So why not create specific specific usernames of other Twitter users. landing pages for them too. You can then use these landing pages to attract more leads through Twitter, as You can also do this with email addresses. For example, well as elsewhere. you may have email addresses who have not otherwise yet opted into your list. For example, let’s say you’re offering a PDF version of a blog post. Re-use that lead magnet as a free report Do this within Twitter ads by clicking on Tools in the top offered via its own landing page. navigation bar. Click the Audience manager option, and then Create new list audience. Send the link to the landing page out over Twitter, by for example setting up regular organic tweets and/or Enter a name for the audience you’re creating, and through Twitter ads. upload your data. 8. Twitter Bio CTA 4. Use Twitter Remarketing When people follow you, and when you follow others, Twitter lets you retarget lead generation ads to people they’re likely to check out your bio to find out what who have recently visited your website. To start collecting you’re about and what you do. this data within your Twitter account, add the website tag they provide you with. Rather than follow the herd and just include a link to your main website, that may not in itself generate This means you can show lead generation offers to many leads, have your bio link to an optimized page people who have visited your website but not yet signed that offers a useful free resource. up with you. 9. Header Image CTA 5. Target Similar Audience Include a powerful call to action within your header Once you’ve created an audience within Twitter, for image on Twitter. After all, this is one of the main areas example via remarketing or by uploading data (both people focus on when visiting your Twitter profile. described above), you can then reach a wider Lookalike Audience based on that data. Instead of just a standard graphic with your logo, use the space to offer a lead magnet of some kind, with a You do this through the Expand reach by targeting simple link for people to go to sign up. similar users option that Twitter gives you. Twitter then determines users which are similar to your original Make sure the link is easy to remember and type in. It audience and creates a whole new audience for you could for example just be yourwebsite.com/twitter. to reach. 10. Grow Your Followers 6. Content Upgrades Finally, the more followers you have on Twitter: Whenever you publish new content, whether on your • The more people your tweets can be exposed to blog or other platforms like YouTube, create several • The more potential leads you’ll be able to tweets to publicize that content that you than space out generate via all the methods above. over time. So spend time consistently working on building your Make sure the content includes an opt-in offer of some followers. However, avoid ‘buying’ followers, as that kind. Content upgrades are a powerful way to do this. can have a negative impact on your Twitter account over the longer term. A content upgrade is a lead magnet that’s directly related to the content in question. Because the lead Instead, use techniques like these: magnet is highly targeted to the type of visitor your • Follow others—a certain proportion of people content attracts, conversion rates tend to be higher will follow you back. Make sure you’re not just than more generic offers. following anyone, but people who fall into your It can be as simple as a PDF version of a blog post, or target market. Try following influencers in a checklist related to the topic that makes it easier for your market too who could at some people to implement your advice. point give you more exposure. 7. Lead Magnet CTAs If you’ve put the point above into action, you’re already

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• Advertise—use a Twitter ad campaign designed to build your followers. • Attract followers via your website and other content—make it easy for people to follow you on Twitter via your blog posts, other content, other social media profiles, and your main website. Ready to Get Started? So there you have it. Ten different, powerful ways to use Twitter to generate more leads for your business. Unsure where to get started? Just pick one and implement that first to get the ball rolling. Take the

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others, and schedule them in your calendar over the next 9 weeks, tackling each one in turn. For most of them, once you’ve got them set up, they’ll continue delivering benefits for a long time to come.

Is Facebook Still a Safe Bet for Advertising? ARTICLE BY Jonathan Bacon

2018 was not the best year for Facebook. Court rulings, much budget on initiatives and campaigns that may stock market struggles, and political issues have filled fail. news cycles and impacted the public’s perception of When financial limitations demand that marketers the iconic brand. get creative, we typically look to find the biggest bang For marketers, public uncertainty and political scrutiny for the smallest possible buck. In the recent past, one surrounding Facebook could raise concerns about its of the best digital tactics was email marketing. It was effectiveness as an advertising platform worthy of their inexpensive and had broad distribution. However, some consideration, but it shouldn’t. As one of the world’s of those efforts have been frustrated with full inboxes most impactful companies, Facebook will definitely and the litany of less desirable email campaigns that find a way back from its current struggles. flood most inboxes. Even amidst some of the negative press, Facebook Google AdWords remains the digital advertising tool of remains a crucial channel for marketers big and small choice for many, which is in large part due to Google’s legendary algorithms to assist with very targeted to find and nurture customers. advertising. It’s a necessity in any companies digital Why use Facebook Ads strategy. But with all of the companies competing for Like many small companies, I must prove value and specific AdWords, a smaller marketing budget can be ROI before being able to justify and grow my exhausted in a hurry. budgets. Although one of my biggest fears That brings us to Facebook. Its algorithms and extremely is missing out on a great opportunity, detailed audience information, help marketers deliver I also worry about risking too their messages directly to audiences who are just like their current customers. For the consumer, Facebook brings product and service suggestions that align with VOLUME 3

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their personal interests. Additionally, Facebook Ads run small city in Oklahoma that has weak cell reception. at a fraction of Google’s cost, which allows any budget The goal for marketers is to find that group who look to more effectively compete. most like your customer and are motivated to purchase. In my experience, that’s why Facebook Ads shine. Here 4. Review, adjust and relaunch: Engagement, reach, are four steps to get started you’re your Facebook ad and cost-per-click are some of the metrics to pay campaign. attention to on the Facebook side, and conversions, sales, and click-through rate represent the most compelling 4 simple steps to Facebook advertising success data from the company page side. Continue to adjust 1. Facebook’s pixel: The Facebook pixel is a block of your campaign and target audiences until you’re code that companies must install on their own sites seeing results that rival or beat those you’re seeing on to help monitor and measure traffic. This allows the Google—then, keep tweaking. Don’t be afraid to scrap company to track the activity of visitors who come from a set of ads that aren’t performing and start again with Facebook and to remarket to them after they leave some new, perhaps simpler, creative and messaging. your site to encourage them to come back and close Again, all of this can be done on a very little budget. a sale. The ability to target customers at a reasonable cost will 2. Create your ad: Once a company has the tools to have a profound impact on growth as your company identify their Facebook audiences, the next step is to improves its Facebook marketing efforts. Increased create ads. I recommend creating at least two ads for data from the Facebook pixel and regular monitoring testing purposes. But most important, and possibly to and adjusting will offer greater insights into what drives the annoyance of any good designer, creating beautiful conversions versus what chases people away. ads is not vital for generating successful results from your For now, at least, Facebook is too valuable of a Facebook Ads. It is more important to get something marketing platform to pass on because of recent news out that you can begin testing (at a low budget to cycles, or personal biases, however disastrous they may start) in order to test what messages and/or images will seem. Hyper-targeted audiences and finding new resonate with your audience. Once you have seen how opportunities will always be needed for any business, the ads perform you can tweak the design and text until and Facebook still offers some of the best targeting you have it honed in. around. 3. Test the ad and targeting: A/B testing is no surprise to any ad campaign, but you’ll want to do a lot of it here as you hone in on the right micro-audience within Facebook’s many communities. For example, my company manufactures a consumer product, cell phone signal boosters. For our campaigns, we might cross-pollinate visitors to our page with fans of auto manufacturers, or mobile device enthusiasts who are between 25 and 40 years of age and located in a

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Article by Amy Smith

What Your Sales Page Needs at Each Stage of the Funnel

Imagine you are a customer that knows they need to buy a new software program for their bookkeeping and payroll. They are having a rough time with the current one but they aren’t sure what else is out there. They do some research and arrive on the website of a company that could potentially be the right fit for them. Is that website just like any other website or is it a sales page that is going to nurture them and help them in their buying process?

moment, depends on what you will display on your sales page. The Awareness Stage

The top of the funnel is where we assume they are a “cold” audience. This means they are unfamiliar with your company, the solution, or even the problem that needs solving. At this point in the funnel, the visitor to your sales page may or may not know they have a problem. And if they do, they don’t really know what What is a Sales Page? their options are for solutions. Therefore, you are going A sales page is a separate webpage that focuses on to need to do a good bit of educating and showcasing one thing and one thing only: selling your product. your benefits. There are various elements to consider when it comes Here are important elements to include on your sales to sales pages: page for a cold audience: • what needs to be included • Start by drawing their attention with engaging • what should be avoided copy and a question: “Are you sick of clunky • the copy (the words on the page) payroll software?” “Do you want a better • the visuals bookkeeping program without breaking the • how many sales pages are needed based on bank?” where they are in your funnel • Storytelling information that helps paint a To recap, there are three main stages in the marketing picture in their minds as to what their problem is and sales funnel: the awareness stage, the interest and and how your product or service can solve that desire stage, and the action stage. Depending problem. on what stage a website visitor is in at that • Frequent calls to action: these are usually in the form of engaging headlines and buttons that lead them to “learn more” or “check out pricing” or “buy now.” VOLUME 3

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• Showcase reviews, testimonials, or case studies to prove you are an authority and your product or service is going to be a solution to their problem. • Include a video that summarizes who you are, why you are an authority on the solution and the “what,” the “how,” and the benefits of the product or service in a friendly, positive, attractive manner. • Outline the benefits of your product or service, what they will get if they buy it, and even who the product or service is and isn’t for. For instance, is the bookkeeping software program best for entrepreneurs who want it all or for larger corporations who have a lot of data sheets to manage? • Provide pricing options for people to go ahead and collect the final piece of data that they need: how much will it cost and how often do I pay for it? The Interest and Desire Stage The middle of the funnel is where we assume we are speaking to a “warm audience.” Potential customers are educated, gain awareness, and are “warmed up” to the solution to their problem(s). The difference between the sales page for a cold audience and a warm audience is that your potential customer is already familiar with their problem and they might already be familiar with you. You should tailor your message to be more personalized. This includes a shorter, more personal video than you would have done for a cold audience. For instance, you no longer need to sell yourself as an authority on the solution, simply focus on what the solution is and how it will benefit them to buy it. Here are the important elements to include on a sales page for a warm audience: • A different video than the cold audience video that has a much more friendlier and personalized tone • Frequent call-to-action buttons • Outlined benefits • Pricing options

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The Action Stage The bottom of the funnel is where customers know they need a solution to their problem and are ready to buy right now. Here we call them a “hot” audience. Because we are now working with a “hot” audience, our sales pages need to be short, sweet, and to the point. They are ready and committed and we don’t want to steer them away by talking too much, having too many steps, or giving them a pitch when they already have their credit cards ready to go. The sales page for someone in the action stage has less “upfront” like: Frequent call-to-actions buttons geared towards someone who is ready to “Buy Now” versus “Learn More.” A quick summarization of the benefits, testimonials, and reviews. Simple and easy checkout process with the bare minimum of steps.

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All Stages

of the webpage. If you don’t want to include them on all the pages, at a minimum, they are required to be Regardless of what stage in the funnel your potential accessible during the checkout process customer is entering from, you need to keep the copy (the written words on your page) as reader-friendly as Lastly, have a chat feature that allows your customer to ask questions quickly and get the support they need possible. throughout any stage in the process. This will help sell Here are some tips for doing so: them as to the quality of your commitment to being the answer to their problems. • writing that is a fourth or fifth-grade reading level is best unless you are going after a highly specialized industry • shorter paragraphs • using headings and subheadings • using bullet points • using visuals Make sure you have your ducks in a row when it comes to legal policies, like your Terms and Conditions policy and your Privacy policy. These are found in the footer

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Article by Charly Wigstrom

Copy and Paste our Chatbot Quiz to immediate get subscribers Knocking your Door!

The not-so-secret weapon for deploying a Messenger You basically make a series of binary (yes/no) decisions. Marketing chatbot that saves time and offers a great The rank or importance of these decisions may vary user experience. though. So, if you see a scampering animal, an old lady in front of your car, or another car stopping short Lucky for you, this article will teach you how to utilize ahead of you, the color of the lights become irrelevant. conditions, and how to build your first chatbot quiz using this powerful feature! Conditional logic has a similar effect on your bot to the pill from the movie ‘Limitless’ on your brain (without the side effects). If you don’t use it, your bot is still functioning well but not even close to its potential. Ready to start building? We’ll get to it, but first, you need to understand… If/Then Conditional Logic Fortunately, you’ve been using this kind of logic your entire life. If you drive to work in the morning and see a street crossing, you observe the traffic lights and react accordingly—most of the time without being actively aware you’re making the decision. If there is no traffic light, you look for a street sign and This graph sums up the whole concept, there can be determine your next action accordingly. basically limitless options at the end.

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Let’s see this in action and take a look at how it makes

your life easier while adding extra value to the end user let the bot handle the work of converting time zones? We humans have way better things to do. And we can What’s Possible Now That Wasn’t Before make mistakes, forget things or just simply don’t feel With this feature, you can always split your audience into like doing them. two (or more) subgroups according to the information Do you want to have a special surprise for your users you have about them. This can (and should) take the based on when they subscribed? No need to send out whole bot experience to a new level. several broadcasts. Just send out one and split it with Before it was impossible to segment out certain users in the condition when they click interested. the bot flow. ManyChat does an amazing job at providing You could always use these conditions when sending information based on how they opted into your bot. out a broadcast, so you were able to send messages to You can utilize that and create different flows, so you only those who were A and B, but not C, for example. don’t offer the same Lead Magnet twice for example. Now you can do it even during the onboarding.

Now, the fun part — we’re ready to build!

This is how you make your messages highly personalized and utilize the bot’s godlike memory. No need to ask for an email address again and you can also easily make parts of the chatbot exclusive, should you decide so.

Conditions Based on Information You Collect by Asking

The default options by Facebook and ManyChat are nice, but what can really make a difference is the users’ Before this update, you had to ‘build your tree’ till the actions. You want to figure out what sort of segments you need to build. very end of every possible direction. You had to create separate flows for the answers on • How do you want to distinguish your users? • What is important for your business? every level. Otherwise, it was ‘lost’. • Do you offer different products, services Now you can offer five options in the first question and based on their age, location, interests, health follow up with a generic question. No need to create condition, income, etc.? five variations for the second question so you can ‘filter’ Know what is important to you and go after this accordingly later. As the options multiply at every level, information. Of course, you should respect the users’ this might mean that you only need to work a fraction private space and not overwhelm them with intrusive of the time to finish a questionnaire. questions. Examples, Use Cases and Using Conditions Based on Initial Values

If you want to collect a lot of information in a playful and effective way, you can create quizzes inside your What is great about Facebook Messenger is that bot. you don’t need to start from scratch to have some Based on the conditions, you can build out the quiz information about the user. Facebook provides some effectively and show only the relevant results at the end. information that you can utilize. There are certain industries that are suited more for My very first chatbot was in German, where I wanted to address people formally, with their family names. Thanks to Facebook, I didn’t need to ask the users to type their names and gender.

quizzes, but with a bit of creativity every business can come up with questions that will bring you closer to your customers and help build an engaging relationship with them.

Now, I don’t think you want to use the conditional logic for names that much (or being formal in Messenger for that matter). But in that case, it was definitely needed to adjust the greeting according to the gender, Mr. or Ms.

Now before we start to build out a basic quiz, let’s explore what else is possible here.

I already mentioned that you can hide certain parts of the bot with conditions, but an even more exciting feature is the possibility to create whole private By receiving the language information, you are able to memberships in there. For example, everyone who provides his/her email message users in their native tongue by default. The time zone can come handy when you have the users sign up for a live event, like a webinar. Why not

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address can access parts unseen by the others.

simple, like a split between people with or without an email address or a two-dimensional interest such as Gated memberships with chatbots are entirely new weight loss vs mass gain. But it can go as crazy as a playing field to purchases and continuity! You can even 20+ point degree scale. match databases for access and extra security. In our example, we’ll build a quiz for Messenger Marketing and have three final outcomes: Beginner Intermediate Advanced Here’s how the quiz will be set up: • Nine questions • Every correct question is worth 1 point • Incorrect answers are neither rewarded nor punished

Everything that can be ‘reused’ should be not asked again. If you need an email address, just ask for it once Build Your First Chatbot Quiz: Create The Quiz and let them confirm later on by a button click (if at all). Same goes for addresses, phone numbers or diet Step 1: Go to the Flows tab and create a new folder to separate messages from other parts of your bot. preferences etc. Many things just don’t change often. Good conversations are based on the context, so make sure your bot is listening. Also, make it easy and frictionless for the user every time you can. • If there was only one order by a user, do you need to ask for the order/tracking number? • Do you need to ask male users whether they are pregnant? • If someone is underage, do you need to include questions about alcohol? In reality, your options are limited only by your resources and creativity here.

Step 2: Create Your Intro Message

Build Your First Chatbot Quiz: Before You Start

We are going to create two actions now.

It’s a great idea to give a bit of extra information about the quiz like how many questions there will be, what is an expected time commitment, a disclosure or extra info on how to answer the questions.

Remember, based on previous information you can also filter this part out. So if you’ve created a landing Now let’s take a look at a practical example and how page with this information already contained, then you can direct the users straight to the first question. to set it up. If you did your job right, you already have the We want to tag those users who have started the quiz and create a custom field for tracking the score. information that you want to use as a filter. Should that not be the case, don’t worry. You can always adjust your bot instantly and start collecting information. In some cases, you can also create tags after users already clicked. So, you want to start building it from the end. What are the end results that you want? It can be really

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#2 – Is the Answer Correct? Our favorite if / else condition is the next step. Create a condition, so you can separate the correct answers. Should there be more correct answers (when typing is enabled), then make sure to set the condition to “any of the following conditions”. If the condition is met: The initial value of the quiz score is set to 0. The ‘Messenger Quiz started’ tag is not necessary, but gives a basis to further automation. So our intro flow looks like this in the Visual Builder.

#3 – Increase the score when the answer was correct. Every time someone has the correct answer their score should increase.

Step 3: Create the 1st Question Now you need to build out the questions!

After the increment the 2nd question is due. Users with incorrect answers (condition is not met) will be directed straight to the next question.

In our example, there are two actions happening after So our ‘question template’ looks like this. every answer before going to the next question. #1 – Save the Users’ Answers User Input, ManyChat’s first Pro only function is your best friend here. I suggest you give options for the user to choose from (Multiple Choice) when you can. That way you can minimize errors and also keep the quiz light and easy to use.

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Step 4: Finish all your questions by duplicating the Also, you might want to tag the users who have finished ‘template’. the quiz, so you can use the start and finish tag to create segments. Fortunately, you don’t have to start from scratch for every question! Then it is time to deliver the results. The ‘correct answer’ action step stays always the same In our case, we want to create three subsections, so one (increase score), and you might be able to reuse the condition is not enough. Every condition creates only answers of the previous question if you have a similar two sections (yes/no). structure. So we need two conditions. Don’t forget to update the custom field and make sure Our 1st condition is filtering out the ones with a score that the condition is right! of 3 or less. So if this condition is met, the user goes to the beginner step. If the score is higher than 3, we need to determine if the result brings him/her to the intermediate or advanced message. That job is done by the 2nd condition (Score=6 or lower).

When you have the results by the conditions, all you need to do is write your final messages for the results. In our case, beginner, intermediate and advanced. You can add a final CTA, or ask for their email addresses in exchange for results etc. Build Your First Chatbot Quiz: Test At this stage, test your bot. Don’t skip this, mistakes can break the whole experience. You can always monitor (and adjust if needed) your Step 5: Create the ‘Result Messages’ tags and custom fields from the audience tab when Although you could just provide the results straight after you filter for your name. the last message, it’s a great occasion to add some Tip: also create a tag ‘test’ and add people from your delay between the messages. team for quick feedback. The user attention and excitement is probably the Build Your First Chatbot Quiz: Publish highest at this point. But besides being a little tease, this also makes the whole quiz a bit more trustworthy as it If the test is correct, make sure to publish the flows and add the quiz to your existing menu or onboarding. ‘needs time to calculate the results’. Don’t forget to notify the existing users about But you don’t want to wait too long either, 3-5 seconds the update! is plenty. Also, you can create growth tools only for the quiz part of the bot. EDITION 3

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Here is the link/button to this exact quiz, we’re curious This will make answering the questions more fun! how you’re doing, let us know your score in the comments Don’t fo rget that you can always monitor the answers Take the Messenger Quiz now. and adjust your quiz very quickly. Just create a version and ask for feedback from a small subset of your 3 Quick Ways to Create Your Quiz Content customers/fans. Quizzes provide a fun and entertaining way of learning Perfection is your enemy here. about several topics. Creating quizzes or trivia questions can be a fun, yet, challenging task. RELATED: Messenger Marketing + Compliance: What You Need to Know About Engagement Bait and The following are three quick ways to create quiz Facebook ToS contents that are creative and full of facts. Messenger bots fit naturally well with quizzes because Choose the Topic for Your Audience it is normal and easy to answer questions inside. You When creating quiz content, ensure that you choose an can not only take the information from Facebook or previous interactions but also use it anytime later interesting topic your target group is interested in. throughout the customer journey. Don’t forget, it’s not an interrogation or data collection for your business’ purposes. People want to know more It’s not just an email address and a generic result! about themselves in a fun way. Give them that and If you advertise on Facebook, you can build a they’ll remember you (plus subscribe to your list). Do frictionless experience for the users they haven’t seen a little bit of brainstorming, what is related to your before. First, you introduce them to an idea, then offer business, don’t be afraid to think outside of the box the quiz followed by a CTA resulting in a booked and here, you’re just collecting ideas. paid appointment. All this inside of Messenger. Also, why not ask your customers? Never underestimate There are some great cases for building quizzes but do people’s willingness to help others if the need is coming not worry if you don’t want to use them. from a value giving perspective! Just keep in mind that you can customize your flows Use Creative Titles and Cohesive Designs and even create exclusive content inside your bot with One thing that will make your quiz distinct, yet, the power of conditions. awesome is using creative titles and cohesive designs. General Action Steps to Conditions They will help give the quiz the professionalism • Figure out your desired ‘end results’ i.e. segments and cohesion it deserves. By making use of eye• Determine the type of data you need (text, catching design, you can catch all the attention of the number, Boolean or date) participants. • Figure out how you can use more filters together. Remember, you can always subdivide This might be all you need to make the quiz go viral. You the remaining group if you did the previous can use the image on many platforms (yes, including parts correctly. Also, variables are not of equal Messenger). importance. Create Fun and Comprehensive Questions • Ask and save the answers accordingly • Set up the conditions Compose engaging and well-written questions. • Test and refine. Also, let the users tell you how This will help raise the excitement level of your audience, much they enjoyed the experience while they anticipate the next set of questions. Make Don’t forget—let us know how you did on the Messenger each question unique and make sure that the questions quiz. It has some advanced questions, so no need to be can only be interpreted one way. shy! Provide funny answers if that is the tone of the quiz

However, it is important that you keep the questions short, precise, and based on facts. Above all, vary the level of difficulty of the questions. VOLUME 3

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Article by Kevin Tjia

The Invisible Hand That Controls The Fate of Your Funnel

Having trouble understanding why your sales funnel ‘funnel strategy’ as the silver bullet to launch or improve your business, that’s another day you’re further away isn’t converting? I’m not surprised. from breaking free of the grind that you’re most likely As marketers we’re told that using a funnel will walk our experiencing right now. prospects through an exceptional selling experience; one that’s good for our prospects and good for our Let’s face it, it doesn’t matter whether you’re in the health, wealth or relationship markets; there are two business. A win-win if you will… reasons we all go into business… … but that’s a bold faced lie. The first is to help others solve a problem, and second, A sales funnel is an amazing system that provides a to create a lifestyle for ourselves and our loved ones. path for your prospect to follow - that much is true, but it’s not what’s actually responsible for setting the Right? pace, navigating the path, and eventually moving your The only way to do both of those things is to actually prospect to buy. sell your offer; your product or service. Without the Think of it as the difference between the train tracks and sale taking place you won’t be able to achieve either of the actual train. The tracks are a system that connects those goals…. the train stations - like a path that connects your funnel Sure, you can help others for a while, but unless you pages. When it comes right down to it as long as the find a way to pay the bills you’ll need to go back to tracks are laid properly and work, it’s the train that the bleak reality that is working for someone else. Or actually moves your prospects from one station… one worse yet, you clamp down on your dream to make funnel page to the next. your business work and end up homeless, penniless, and relying on the charity of others to survive. And I have some terrible news… While a funnel is essential to the success of every So, what’s your alternative? Start looking for the real business, each day that you chase the next game changer… the conductor who controls your train.

The conductor is hardly noticed, barely talked about ‘invisible hand’ that ultimately determines the pace, direction, and movement of your prospects through VOLUME 3

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your funnel. So you can see how they control the fate of your funnel because without them all you’ve got is a set of tracks. You might be asking yourself “Who is the conductor of my funnel and where do I look for one?” Well it might be you or someone you hire, but your conductor is always the person crafting your sales message. In other words, it’s your copywriter. If you’ve ever worked with the top funnel builders then you’ve probably seen this first hand as most of them won’t even start to build a funnel, create an offer, or consider a strategy until they know what the sales time, there was no such thing as a diet pill. When the very first diet pill was introduced all they had to say was message is. “Want to lose weight? Just take this little pill and lose 10 In short, what do your prospects want and what’s the pounds.” benefit they’ll get by solving that problem? Once you know that, you can unlock the hidden power of your The sales message for this product at that time was entirely based on a new solution (a little pill) that made sales message. a promise (lose 10 pounds) that their prospects wanted. Not only can you craft a powerful sales message that communicates the value of your offer, but your sales Eventually, the market will stop responding to these message also unlocks the ability to discover the best messages, which is when it’s time to move on to stage 2. possible offer for your audience. Stage 2: The Expanded Promise Which means that knowing your audience and having This stage also focuses on the promise, in this case, ‘lose the right conductor for your funnel will reveal the path 10 pounds’ but then expands on the promise in some to success for both you and your prospect - which is way such as “lose 10 pounds in 30 days.” when the real win-win happens! The purpose of an expanded promise is to quantify Now that you know that communicating effectively those results in some way. Some common ways to with your prospects through your copy is the only expand the promise is to get specific on… way to move your prospects through your funnel and ultimately determines whether or not they will become • Time a customer, now it’s time to look at what kind of copy • Quantity • Duration you need to write… • Money The kind of copy you need in your sales funnel is • Any other external factor that answers a determined, once again, by your market and in this dominant question your prospect has. specifically the maturity of your market. An expanded promise provides context that helps your Clayton Makepeace taught me that there are 5 stages prospect address a specific question or objection in of market maturity, and each of them takes a different their mind. In the case of the ‘lose 10 pounds in 30 days’ example the expanded promise not only promises skill level to write for. the result (weight loss) but also addresses the question/ Stage 1: The Promise concern of ‘how long will it take to achieve this promised This is where the idea of what you’re offering is new, result?’ and by delivering a promise of a solution your market A great time to use the expanded promise is when you is likely to respond - as long as they want the promise see that your competition is still touting the benefits you’re making. of their product without providing additional They key here is that the solution you’re offering, and information on the time, quantity, the promise that goes with it, must be new. Take a look at the weight loss industry; once upon a EDITION 3

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duration or money required to get the promised result. that gives your prospect the result they want to achieve? Use that to showcase how your product or service is A word of caution… an expanded promise is not the different. same as adding a ‘without’ statement to your promise. Telling your prospect the pain they will avoid is not the The second method is to create a unique mechanism. same as expanding the promise you’re making to them. There are many ways to do this but effectively you’re assigning a value to your product or service that was The next stage is one of my favorites because this is assigned previously. That might be through showcasing often the true ‘gatekeeper’ to great copy, and even an unknown element of your offer, or it might come from in the most challenging of markets it’s rare to have creating your own brand or ‘method’ from something to move beyond stage 3… (even though I often do it that is more commonly known. anyway). A primary example of this is the term ‘tripwire.’ This Stage 3: The Unique Mechanism concept is as old as marketing, but was previously At this point, your prospect has heard it all… or so they known as a ‘self liquidating offer.’ The term ‘tripwire’ think. They’ve heard all of the claims that somehow was a reframe on the same idea, and the marketing every single product is the best on the planet to help model was renamed into the ‘tripwire funnel.’ them, but they still haven’t found a solution. Did anything in the method change? No… but the Frankly, they’re tired of hearing promises that fall short marketing of it did. Suddenly Digital Marketer had a - even those wonderful expanded promises we see unique mechanism that made their funnels different…. everywhere. Stage 4: The Expanded Unique Mechanism Now it’s time to PROVE that your offer, product or This is a rarely used stage in marketing, but it follows solution is really the best. the same principles as the ‘Expanded Promise’ stage. In stage 4 you expand on the unique mechanism using How? The Unique Mechanism. an external aspect of the promise using the same 5 There are two ways to determine your unique listed expansion methods above. mechanism. The first is as easy as it sounds; what is the unique thing that your offer, product or service has And last but certainly not least, is my favorite way to market because it holds a special power that none of the other marketing stages do, and that’s the power of experience. With any of the stages of market maturity you can always market “down” but never market “up,” meaning that someone who is in stage 2 when it comes to your offer can accept the ideas and marketing of a stage 3 sales message, but someone who is in stage 3 will never accept the marketing message that’s written in stage 2. They’ve simply moved beyond that stage and are no longer moved by it. Stage 5 is where it’s at, and is becoming more and more prominent in many markets (especially the primary 3) because it works for all stages of maturity. Stage 5: The Experiential Journey

Last, but certainly not least, is the experiential journey. This is when your sales message transforms into a journey of discovery, opposition, heroics, and ultimately… victory! This is the only stage where your prospect can not only understand the benefits of the offer, but also live vicariously through you, or whomever your attractive character is. VOLUME 3

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This is the ultimate journey of trust because, for those message and ask yourself these 3 questions: people that align with your story, it creates an instant • What is my message, at each stage of the bond. funnel, really saying? The challenging part of this stage is crafting an ethical • Have I made it clear to my prospect what I can story based on real events that are designed to move help them with, both as an achievement and in your prospect through your funnel. The most talented a way where they will find fulfillment? copywriters can craft a story at each funnel step that • Based on what my message is, is the journey I’m simply feels like the next chapter in the journey… asking my prospect to be on really about them, or have I made it about me? That is why the copy is the invisible hand that determined Do that and provided that you’re sending qualified the fate of your funnel. It’s the only part of your funnel prospects to your funnel, I’m sure you’ll discover that at that connects with your prospect, and when done least 1 of those 3 will not be in alignment to motivate correctly there is no feeling of being pushed into buying your prospect to continue their journey with you. or pulled into a sale. It goes beyond that. Your prospect becomes a willing participant who wants to follow the journey so they can complete their own journey and feel not only the success but also the fulfillment they’ve longed for. As so I request of you, if your funnel is not performing as you’d like it to take a long hard look at your sales

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Article by Laura Farkas

How to Use Tripwire Funnels to Maximize Your ROI

If you have been trying to automate your sales funnels and your digital marketing, you might have set up a simple, one-dimensional conversion funnel, focusing on one goal in mind. Whether you have a webinar to promote in order to entice people to purchase a high ticket item, or you are an affiliate, you will need to maximize your conversions and the worth of each customer. The Tripwire Funnel is the perfect solution if you have multiple products or services, would like to keep your audience engaged until they are ready to buy, and to increase your return on your marketing investment. Below you will find a few tips on how to get started creating a tripwire funnel. Market Segmentation

However, if they took on the one-time offer and paid for a low ticket item, they are further down. You don’t want to send the same emails to them. You want to tailor your messages based on where they are positioned in your sales funnel, to maximize your digital marketing conversions. Adding an upsell or downsell page can increase your order size and your revenues significantly. Upsell and Downsell Years ago, you might have heard a lot about the importance of upselling or downsell, but it is complicated to set up a funnel when you are just starting with digital marketing. A downsell happens when someone is presented with an offer, a sales page, or a sales letter and clicks away. You can either use popups (less popular these days) or add them to a special list for retargeting. Just because they didn’t have $97 to spend on your training, they might still be interested in your $37 eBook later in time. An upsell is another powerful tool in digital marketing. You might have closed that sale of $97, but what if you could squeeze more money out of your customer by making an irresistible offer on the Thank You page?

The Tripwire Funnel is a perfect way of segmenting your market and identifying people at every stage of your sales funnel. For example, let’s say that you are giving away a free course that allows you to add people to your autoresponder. That’s fine, but you will not make money initially. That is why you might want to add links to your paid products in your eBook and design your Thank You page in a way that it entices further interest. If they have downloaded the free product, Webinar Replays they are in the first stage of your sales funnel. I have recently been through training from Anik Singal, and he confessed that adding webinar replays has made him multiple his profits. If you are doing Facebook Lives or webinars, you might be collecting the email address VOLUME 3

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of people interested at the registration page. However, life happens, people get busy or forget, and they will not turn up. If you know who registered and didn’t make it, or had to leave early, you can let your autoresponder to send out a link to your replay. After all, you don’t want to leave these warm leads just hanging there. Maximizing Conversions It is important that you find the right balance between promotional content and value. However, this doesn’t mean that you should not take advantage of extra sales opportunities whenever you can. For example, sending out automated emails to your subscribers who signed up for your free offer can include links to sales videos, teasers, and even your social media page where you are promoting your low ticket or high ticket items. This will give you the opportunity to increase their engagement with your brand and create awareness, interest, demand, and eventually make them take action (AIDA).

The key to setting up tripwire sales funnels is that you want to make clients and subscribers feel special. Don’t just present them with a generic offer; give them something exclusive. Make it clear that there is a time or quantity limit and they need to take action to get the most value right now. Throwing in bonuses is also a good way of increasing your conversion rates. Simple sales funnels work well when all you want to do is automate your digital marketing. Once you have them in place, however, you need to aim for continuous improvement and start working smarter instead of harder. This is where building Tripwire funnels can help.

Making Clients Feel Special

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Article by Sarah Arrow

Is Paid Traffic The Only Way To Fill Your Funnel With Warm Leads?

just blogging challenge. This is actually the sales page for my tripwire (or product expansion) and I sell 10 of these every day with zero paid traffic. Search engine traffic to fill your funnels is a long-term strategy and one that works really well. I have clients that have funnels where over half their leads come from their websites, search and organic traffic and others that have 90% of funnels filled this way. One of my clients is on the front page of the search engines for a phrase related to her ideal client. It takes the searcher to a quiz. The quiz quickly filters out the There’s nothing wrong with paid traffic. It’s the best, ones not suited to working with her, and the rest enter hyper-targeted traffic you can get online. The trouble her funnel to be nurtured and become clients. No ads is it’s so easy to get wrong, and expensive to experiment required. with when you don’t know if your funnel works, or worse Using SEO to Fill Your Funnel – you don’t know who your ideal clients are. If I had a dollar for every person that refused to do But there are other ways of filling your funnel with warm keyword research, I’d be a very wealthy woman. In leads. Remember search engines? Lots of people love fact, this article would be around getting a dollar when search engines. Why? Because they’ll keep your secrets. someone didn’t want to do something rather than filling You can ask them all kinds of personal things like “Does your funnel without paid traffic! my neighbor fancy me or is he a stalker?” and no one Do not skip keyword research. It’s vital to understand else will ever know that you asked. the terms your prospects are using to search for the If you do a search for 30 days blogging information they’re seeking. When you know what challenge, I’m the first organic results in prospects are looking for and why they’re looking for it, the search engines and second for you can adapt your content to meet their needs. Use some intent-based keywords to target more qualified prospects. For example, if a person were to search for VOLUME 3

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the term “child car seats”, there are several ways you good LSI terms. could attract them: Other ways to come up with keywords • Offer information about styles and features of • During your Google search look at the keywords car seats being used on ads and organic listings. • Offer images of car seats • Look at the related searches at the bottom of • Compare the top 10 car seats on the market the search page. today Make a list of all the keywords you like the look of. I • Sell them a car seat keep mine in a spreadsheet and highlight the ones with • Tell you where to buy a car seat in their city that I can create content around. If the person were simply looking for information on styles of car seats, you wouldn’t want to send them, With your spreadsheet decide on what content you’ll via your keywords, to your shop or sales page. Instead, create for what keywords. Some keywords lend nicely to you’d want to send them to a blog post that gives them product demos like Top Car Seat for Toddlers. Others the details they are looking for… and then leads them will scream infographic or blog post. through the process of learning more, choosing the Then create the content or outsource it. right car seat for their needs and purchasing options. It’s normal to have a few hiccups getting this right, Keywords and types of intent: it just costs you a few hours of your time rather than • Navigation intent is used to reach a specific site $300 in ads. or page. I.E. when people enter Amazon in the Prepare your website for traffic search to go to the Amazon.com site. • Transactional intent is used when people are Make sure your site is responsive, meaning the looking to buy something. I.E. when people information and elements on your page automatically search for “homes for sale in [location]”. These resize based on the device accessing it. Ensure keywords might include words like a discount, everything on your site (with the exception of those you buy, sale, shipping, best price etc. purposely want to be hidden) is accessible to search • Informational intent is when searchers are engines. It does no good to optimize for search engines looking for information on a topic. They if their bots cannot crawl your site. To make sure your have a question they need answered. I.E. site can be crawled, use Google Search Console and “immunization schedule for 0-5 years old” look for crawl errors. • Investigational intent (sometimes lumped in Reduce the time it takes to load your website. Google with informational) is what people do prior to has a mobile speed tool that you can use. If you have buying. They may search for which cars have the best safety ratings or which company offers a high-load time, you will need to adjust some things on your site including compressing large image files, the best selection of a product. Choose primary and secondary keywords that share reducing pop-ups or at least making them mobilefriendly. intent and then create content around it. Ensure your site is optimized for mobile SEO. If you’ve How to choose intent-based keywords: been using Google Analytics for a while, you can Google search results are your friend. Search your main check your account to see which pages are optimized keyword: for mobile and which are not. You can also tell what percentage of your traffic comes from mobile devices. • Look at the elements of ads shown on page If you haven’t used Analytics, you can use Google’s one of the search results. Are they selling you mobile-friendly test to see whether or not your page is something, showing you options, information? mobile friendly. • Mouse over the ‘sponsored’ icon on the ad and see what Google has to say about the intent. • Check the organic listings shown on the results page. Are they trying to sell or teach you something? Consider using Latent Semantic Indexing (LSI) keywords. These are words or terms related to your main keyword. LSI Graph can help you discover some

Optimize for questions. Mobile users are using voice to search so when creating your content, optimize for those questions as well. You can do this by including questions in your headings,

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format bulleted lists properly, and include the questions • Header and answers in the page content. • Sidebar • Footer Add your keywords to: • At the end of each post • Entrance pop-up • Page titles • Exit pop-up • Header tags • Stand-alone opt-in pages or posts (great for • Meta descriptions testing and tracking too!) • On-site and out-going links Of course, someone will say that’s too many optins, but • Page content you’ll be surprised at how many people will not see or • Image alt tags • Other content such as video & audio titles, tags, not realize that something is an optin. Use attractive buttons to direct people to your stand-alone page/post and descriptions. Create content that specifically matches searcher instead of having the full form showing (great for places intent. Create some that relate to the LSI keywords. like headers, in-post promos, etc.) And create some that use other keywords you have Remember your 404 pages? Add an opt-in offer or selected and also variations of the keywords or phrases button to your 404 page and direct people to your you’ve chosen. optin. Add a Welcome/Hello bar to the top of your Post a variety of content formats including some short site and direct new visitors to your optin page. And pieces of 400-500 words and longer pieces with remember your about page? This is a fantastic page 2,000-3,000 words. Link to other related pieces of to get people into your funnel – they want to know who content. This has a really positive impact on your site you are. being found, and so few people do it! Give yourself Blog content to fill your funnel a headstart over your competition by linking to the related keyword pieces on your site. Post at least every 3 days. I try to write every other day. Not only does it keep my writing skills fresh, but Optimize everything you do off-site including your it also means I’m getting more traffic to my website. social media account profiles, inbound links, videos, Write targeted posts that are specific to your audience. audios, signatures, directory listings, and review sites. No one cares about your holiday/ your car / your new Of course, you can also comment on other high-traffic house unless you sell holidays, cars and houses. Content blogs in your industry or where your audience is in order cannot be driven by your ego, it must be driven by your to links back to your site. ideal clients. Is your website ready to fill your funnel? Let’s move Whenever I have a call with clients about their content onto your blog not working it’s always because they’re writing about their own hopes and dreams rather than their prospects. Using Your Blog to Fill Your Funnel It takes practice to get this right, so post every 3 days There are many things you can do with your blog to and watch what happens. fill your funnel and the first one is simple - Write what your audience is looking for. You want active seekers, Create educating content. The best customers are educated customers – to educate them. Show them not browsers! how to do something. For every reader that goes out This means writing headlines that capture your reader’s and implements directly from your post, there will be attention – just like you do with an ad! Making sure the one opting into your list and buying your product or opening paragraph pulls them into the content. Align service because they don’t want to DIY. Many keywords your optimized post image to the right so it creates a start with “how to” and this is fantastic for attracting narrow column. This pulls the reader deeper into the beginners in your niche, or those that want to get more content, faster. Don’t believe me? Newspapers have from a product. done it to you for years; it works. Create targeted lead magnets that address something Add multiple opt-in points to your blog (Thrive specific your audience needs/wants. It works for ads, Leads helps you do this) and it works for your blog. Try them – you’ll love how quickly you can build a niche list.

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Share freebies - some requiring opt-in and some not. Those that require nothing, be sure to brand them with

a link to your opt-in page and encourage visitors to ‘sign up’, ‘join’. Try things like ‘Yes! I want to earn an extra share the freebies with their friends. $500 this month.’ or ‘No, I prefer to be broke.’ Check out this article on Shame marketing because there’s a Now you may have read this far and you’re thinking fine line between humor and shaming someone. about your audience – you don’t know them at all. Survey your audience and require them to include A recent test I performed on subscribe buttons showed their email address. Offer them a freebie or something that using phrases like “I’d like the free video please” irresistible for their time. Tools like Survey Monkey even primed the audience to be respectful and increased have a paid offer where you can put your survey in from conversions by 54% over phrases like “Grab the free on your desired demographic. video” and “Give me the video”. Your blog’s true superpower comes in the form of Changing the language also kept them in my funnels content upgrades. Post part 1 of a series or course on longer and changed the way that they communicated your blog. Have people sign up (upgrade) to get the with me! rest of the material. Example…. Paid traffic isn’t the only way to fill your funnel. Try • Part 1 educates on a topic and offers 3 of 10 blogging for 90 days and optimizing your content for steps to do something search. You’ll find a little effort here will go a long way • Part 2 they must sign up to get and is steps 4-10 to filling your funnels without ads. and tells them more (this is your lead magnet) • Part 3 (a paid product you upsell to them in follow-up emails) takes their education further One of my best content upgrades is on Calls to Action. I offer half of them in the post and the remainder as an optin. It works! It also means my follow is based upon their needs – writing calls to action that get clicked. Personalize your call-to-actions (CTAs) and use humor, if appropriate. Don’t use boring words like ‘subscribe’,

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Article by Laura Farkas

Can Sales Funnels Work for Affiliate Businesses?

Marketing experts often talk about sales funnels for small and medium sized businesses who would like to stand out from the crowd. What if you donâ&#x20AC;&#x2122;t have your own product or services and are looking to make money as an affiliate? Will marketing funnels still work? The answer is yes. You can still create your unique brand (and should, too) as a marketer, and create your USP, even if you are selling the same products as other affiliates. Find out how below. Standing Out One of the main reasons why people opt for funnels instead of one off sales is to differentiate themselves on the marketplace and brand themselves. Working with affiliates of - as a matter of fact - franchise owners is challenging for many marketing experts, as it is hard to identify the uniqueness of the person that they can build the conversions on. It can still work, though. For example, a network marketer who is around 70 and female will be more relatable to one demographic than another. She might be selling to older people and focus on the products that interest them, while a stunning 20-year old will have a different ideal client. It has a lot to do with being relevant to your market.

a gateway and capture leads, too. There is no point building a business if you are thinking short term. If you are trying to send traffic to your affiliate link, you are making two mistakes. First of all, you will be losing out on the opportunity to stay in touch with the visitor, they might actually buy after the cookie has expired, so you will never get the commission you worked for. Second, most of the sites will not allow you to post affiliate links, so you might end up banned. A website that creates engagement and adds people to your sales funnels can create a residual affiliate income for you. Building Authority In the competitive world of internet marketing, there is a lot of white noise, and people come across thousands of promotional messages every day. If you want your potential customers to buy from you and not other people, you will have to position yourself in the marketplace as an expert, or authority figure. A marketing funnel can help you with achieving this important goal. Generating Trust

Before you can capture the attention of your audience, you will need to get them to stop scrolling down on Creating a Gateway their phone or laptop. You have to give them a good Sales funnels can be used in enough reason to listen to you and trust you. A sales affiliate marketing to create funnel can help you send out the right messages and create trust by providing more and more information VOLUME 3 FUNNEL MAGAZINE

touch point. Without measurements, you would end up shooting in the dark, not knowing what your audience is going to react to. When you run affiliate marketing campaigns, it is important that you go for the best combination of text, headlines, images, and videos, so you can reduce your lead generation costs. If you have an effective sales funnel that allows you to measure Recycling Leads conversions, create split tests, and make continuous Affiliate programs and products come and go, and this improvements. is why some marketers give up in a few months. It is If you want to make the most out of your affiliate hard to start again when a winner offer is pulled, or marketing business, you have to stop sending leads to the CPA network put a cap on the number of signups the companyâ&#x20AC;&#x2122;s page, and create your own sales funnels. they ant to generate through the site. You will need to It makes a lot of financial sense to capture leads, nurture rethink your strategy and start off with a new product, relationships, gain trust, and engage with your market However, if you managed to create a buyersâ&#x20AC;&#x2122; list, you to improve your conversion rates continuously. can simply market similar products to the same people who might be interested in, instead of investing a lot of money in generating new leads. about you and your products every day. You have to remember that only a few people will buy from you the first time they land on your page, so it is crucial that you implement engagement in your funnel. Add customer testimonials, social proof, and recommendations to drive people down to the bottom of the funnel.

Making Your Sales Funnels Optimize Your Conversions One of the main benefits of sales funnels is that you can measure engagement and conversions at every

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5 Types Of Email Campaigns Your Company Should Be Using ARTICLE BY Melanie Ginsburg

Every good entrepreneur knows that email campaigns are important for business. But it can be difficult to know which types of campaigns to implement. Below are the five types of email campaigns your company should be using: 1. Welcome Email Series: This is the most important campaign to have in action. This email campaign is triggered each time you gain a new subscriber. This sequence should be anywhere from three to seven emails. If you can establish a solid relationship with your reader, they will be more likely to read the rest of your emails going forward and listen to your calls-to-action. In this sequence, you should politely introduce yourself and your company and invite the readers to do the same. Ask them to respond to your email with a few facts about themselves, what they are interested in, and how they found you. If you have the capacity, read and reply to all of those emails! The people that are most engaged are most likely to become paying customers. 2. Post-Purchase Campaign:

customer for their purchase and offering them advice about the best ways to move forward. You can give them tips on how to best utilize their purchase and ask them for feedback (an easy way to collect testimonials!). This builds trust with your customers and keeps your brand top of mind. You can also use this sequence for an up-sell or cross-sell by saying something like, â&#x20AC;&#x153;This product goes great with x! Click here to upgrade nowâ&#x20AC;? 3. Cart Abandonment Campaign:

This sequence is for people that begin their checkout Set up this campaign so it triggers each time you process but stop halfway through. Since you already get a new customer. This sequence should be know they are somewhat interested in your products, it is three to five emails, thanking your new a good idea to stay on their tail. Offer a small discount or include some last minute incentive that will urge the customer to follow through on their order. These emails tend to have higher open rates and conversions and VOLUME 3 can boost your sales tremendously.

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4. Newsletter:

engage, itâ&#x20AC;&#x2122;s time to take them off your list. Unengaged users add a dead weight to your email list and Newsletters are great for keeping your company and negatively affect your deliverability rate. brand in front of your audience. Newsletters should be valuable - give your audience access to new products/ These are only five of the many types of email discounts, educate them, or simply entertain them. campaigns. Is there one that I missed? Leave a These emails will help build brand loyalty and keep comment and let me know! you top of mind. Be sure to send these out on a regular basis - at least once or twice a month. 5. Re-engagement campaign: This is a sequence for inactive subscribers. Email list churn rate is about 25-30% per year. A re-engagement campaign could be the solution. Send out a short campaign (two to four emails) giving your readers *one last chance* to stay on your email list. You could offer them a coupon or another incentive. If they donâ&#x20AC;&#x2122;t

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How To Nail Your 2019 Content Planning Like a High Volume Pro Article by Holly Flick

I was just off the phone with an 8 figure influencer who They were at the end of themselves. is dominating his industry. Killing it with his audience But they were only missing ONE SIMPLE THING. growth, 7-figure launch(es) in the books, a team of A-players behind him. Most entrepreneurs who are successful at the content game play like this: His inbox was blowing up with new revenue opportunities as he was seen as the â&#x20AC;&#x2DC;influencer of influencersâ&#x20AC;&#x2122; in his CREATE CONTENT đ&#x;&#x2018;&#x2030;đ&#x;?ť DISTRIBUTE CONTENT niche. He was truly poised for explosive growth in 2019. (including syndication). And he wasnâ&#x20AC;&#x2122;t sleeping at night.

This workflow serves them well. At first. They build a huge list. Theyâ&#x20AC;&#x2122;re â&#x20AC;&#x153;everywhereâ&#x20AC;? (why not add another He was waking up tired and anxious, constantly feeling platform then?) Biz is good. Growing. that nag in the back of his mind. Then the wall. In all the success building up through the seven-figure stages, he had built up an audience on 21 different Every one of them hits a wall where this equation platforms. TWENTY-ONE. He was running between fails them and the plates start to fall. all his social media channels, podcasting, instafacing and publishing his face off. He woke up every morning fearing his own promotional The ONE SIMPLE THING they are all missing (and anyone can implement) is calendar. â&#x20AC;˘ Events â&#x20AC;˘ JVâ&#x20AC;&#x2122;s â&#x20AC;˘ Speaking Gigs â&#x20AC;˘ Coaching Calls â&#x20AC;˘ And 21 different social outlets. He was drowning, literally gasping for air, in his content. His health was suffering, his family had suffered because of his constant distraction and stress.

THE HIGH VOLUME CONTENT FLOW. It looks like this: PLAN -> CREATE -> DISTRIBUTE Boom! Simple, right?

Yes. Simple. But hardly ever done for more than a week How he held it all together, I have no idea. He had (Iâ&#x20AC;&#x2122;ve seen up to 6 weeks) and hardly ever including all everything lined up for 2019 but he feared the future, aspects of revenue generating AND delivery activities. deep down feared it, because the content game was Taking time to batch content is wise but if there isnâ&#x20AC;&#x2122;t an eating him alive. overarching strategy (a day by day plan) in place first, Every day I talk to high volume content creators who the anxiety WILL set in and the train will derail. are literally suffocating from the massive content Here are three steps Iâ&#x20AC;&#x2122;ve found working with 7 and machine they are managing. Most have tried batching 8 figure content creators that have made a HUGE and syndicating or using a social media manager difference in their planning phase: but it felt like a bandaid. It never lasted. THINK PERENNIAL

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The definition of perennial is â&#x20AC;&#x153;lasting or existing for a long or apparently infinite timeâ&#x20AC;?. How much of the content you create lasts longer than the moment it lives

in? How many times do you post just to post, because you think you should or that ‘other influencer’ is doing it? Stop publishing to be prolific and start publishing with a purpose. Nothing burns out my clients quite like “publishing their face off”.

GET HYPER SPECIFIC

The best plans we’ve created for clients are hyper granular. Include as much detail as you can (you only do this step once). Think through all the facets of your content. This is where we spend an entire day Take the time to find the “why” behind your content. brainstorming the who, what, when, where and why of Realize that all content is not created equal. Work to the content to be created. Why? create content that will live on, past the algorithm of the WITH DETAIL COMES DELEGATION moment and lead you to lasting leads, not momentary monies. When your ratio of momentary/lasting You’ll start to see where your team can step in and you increases, so will the effect on your organizational can step out, finally free to live in YOUR zone of genius. objectives. When you delegate the tasks of content distribution to your team you will leave room for your creativity to In our program, we call this the “residual content effect”. flow into your created content. Your audience needs all We seek to create an ecosystem of content that starts of your focus. Create the plan to give your publishing and continues a lead engine, rather than publishing for purpose and watch your business take off. the sake of publishing. The ball starts to roll when the work is done ahead of time to ensure content leads to consistent traffic. To nail your content in 2019, remember to follow the FRONT LOAD YOUR EFFORT HIGH VOLUME CONTENT FLOW Take the time to create a plan. We lay out a 2 day PLAN -> CREATE -> DISTRIBUTE (all day) marathon for this phase of our content masterpiece. Much of what is created in a 12-month (rinse and repeat) content calendar and an overall content matrix is tied You’ve got this. directly to the value ladder for a client and will not change over time. SLOW DOWN TO SPEED UP This is a once and (mostly) done process and when it’s done right will become the rocket fuel for your content creation for the entire year. Work hard to put the plan together now. It will create more freedom in your publishing than you realize.

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For Those Who Hate Content Planning: You Are Doing It Wrong! Article by Juliette Stapleton

brain syndrome”! Coming up with the idea is an easy step, implementing it is what requires being in the flow for much longer. I had to record 8 masterclasses and I started so well, but by day 4 I hit the wall. Something distracted me and not only I lost the flow, I fell into the online marketer’s worst trap: feeling like an impostor. Do you want to know what the masterclass I failed was about? Ironically, the masterclass was on Planning. I realised that although I do have a system that I follow, I am a very intuitive marketer and like being flexible, so very strict schedules do not excite me. Which means If you are anything like me, you know what having a I stop following them very quickly. Which in the past “squirrel brain syndrome” is like. meant procrastination, lack of effort put into achieving You are focused, and you have your goal, and you my goal and hence below mediocre results, if any! know what you need to do, but then something exciting So I lost my flow and that was really showing in the comes along and boom! your attention is gone and way I was presenting the topic in my masterclass. If I you are not in the flow anymore, battling a temporary felt like I am telling porky pies, it would definitely feel “goal amnesia” and struggling to recall the plan you the same to my audience, and they will NEVER trust were so sure you had nailed in your mind, just seconds me again to follow and let alone buy my programs... before it was all ripped away, like your most favourite, Honesty and integrity are my top values, so while I want precious toy taken from you, and all you have left is to help people like me defeat and tame the “planning NOTHINGNESS!!! monster”, I have to talk about my own struggles and If this is you and it reminds you of your relationships frustrations openly. with social media content planning, do not despair! You My tip number one: when feeling out of flow, stop and are not alone and I am going to share how I manage step back. Go for a walk. Change your environment. to stay on track with a simple and very clear example I like going to the pool and doing 20-40 lengths. I from my own online business. noticed that for me after about 500m swimming my First, I had a very clear idea about a new, awesome, brain is reset and my thinking is crystal clear. free offer that I can create for my audience. The beauty This is exactly what I did. I stopped my attempts, was that I don’t just give it away for free, I found the deleted everything I have recorded on this subject. way to make sure this offer alone converts my leads into buyers there and then! How, is a subject for a different article, so keep an eye out in the upcoming issues, but for now I will talk about the plan that saved me from almost giving up and stopping halfway - all because of above mentioned “squirrel

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BRYAN

Presents Th

e Golden

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Ticket 58

DULAN

300,000 bucks for what’s on that thing to build it.” Let me say if you haven’t received your Golden Ticket USB, Dulaney definitely delivers! The Golden Ticket USB with the preloaded funnels that landed Dulaney his ClickFunnels Diamond Superbowl ring is amazing but let’s not forget to mention the Everlasting Funnel. The Profit Factory and The Everlasting Funnel

The Golden Ticket Intro by Tricia Wilkes

Your Golden Ticket What is the golden ticket to your Dream future? Dream life? Dream business? Is your dream to have an eight-figure generating funnel? To be the next person inducted in the two comma club X? To be able to reconnect, reset and get grounded a whole month or even two out of every year in Hawaii? To have your business working as a Profit Factory? In this month’s interview Hawk The Funnel Genius interviews Bryan Dulaney founder and creator of The Perfect Funnel System. Dulaney is also a Certified High-Performance Coach. He was one of the first 17 people to generate over $10 million dollars through a funnel using ClickFunnels. He’s a super affiliate and has won four cars through the ClickFunnels affiliate program.

What is an Everlasting Funnel? I would say it’s a stroke of Genius! The ad starts with Bryan Dulaney announcing this Once In a Lifetime Game of Chance Opportunity and explains what an Everlasting Funnel is. I don’t know if it’s my sweet tooth talking or the inner child within me that loves the Charlie And The Chocolate Factory story, But I love the marketing behind this. Dulaney even includes five winning tickets within the Golden Ticket, the opportunity of a one day intensive in The Profit Factory. One of the five Golden Tickets will have Dulaney personally build their Everlasting Funnel and an automated marketing machine. Let’s not forget to mention Bryan Dulaney’s beautiful Wife, Strategy expert Stephanie and, the performance she portrayed as the busy Oompa Loompas. She was the creative

visionary on this idea and came up with the Golden Ticket Giveaway one day in Bryan Dulaney’s office when he needed an epic campaign to launch the USBs. Divine Intervention Before the Perfect Funnel System, The Profit Factory and even before ClickFunnels if we want to understand Bryan Dulaney’s mission, we have to look back to December 2003 a small college town in Pennsylvania at Slippery Rock University. After one day of college initiations instead of waking up in a dorm room having to run to class. Dulaney wakes up finding himself attached to a hospital bed with a blood alcohol level of .39 and .40 is dead. One more shot of alcohol would have put Dulaney over the deadly limit. The doctors didn’t expect him to wake up and told his parents that he was going to die or be brain dead. However, there was some divine intervention, he made a full recovery and now he even had a purpose. Bryan Dulaney says “My purpose is to share my story and help others share their story” He left Slippery Rock University to Liberty University and added a new minor to his entrepreneurial studies. Dulaney added pastoral studies so he can explore his calling and purpose.

Bryan Dulaney, the Gene Wilder Look-a-Like that most of you likely have seen in the ads featuring the Golden Ticket USB and, have taken action to have one, ordered it and was excited the day you opened the mailbox to find your golden ticket opportunity waiting for you. Bryan Dulaney said to Hawk “My goal was to give away, and really show what it takes. I’ve literally been paid over

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First Dollar Online in Thirty Days As we get closer to seeing what made Bryan Dulaney the super affiliate he is today. He tells Hawk in the interview about the first dollar he ever made in the internet marketing world. He says “I stumbled through personal development into this world of making money online. I stumbled into this 30-day challenge, and it was all about how to make your first dollar online in 30 days. I came late to the party. I mean, I was like two weeks late to this party. The benefit of that is that I didn’t have to wait every day to get a video and watch it. I came to the party late, I watched the video, I took action. I watched a video, took action. I watched a video and took action. Within seven days I ended up having, from the time I bought my first domain name, seven days later, I had an email come in and said, you made a sale. It said for 750 bucks.”

of specialized people rather than relying on myself because I started back in the day as an affiliate doing it all myself. I learned it all myself. I learned how to code, build funnels, to write the copy, so it was a huge burden released when I was able to align my team with people who are specialized in copy, design, video production, advertising. Then you’ve got different forms of advertising, obviously YouTube, Facebook, all these different platforms. For me, a big mistake was thinking I could do it all myself. I call it lone wolfing it. I was stuck lone wolfing it for years because that’s how I got in. I got it in learning it myself and thinking no one can do it better than I. That’s a trap I see a lot of people fall into.”

In the Golden Ticket video Dulaney mentions the Guru’s, not by name but the marketers who want you to chase down the shiny new object, and in the interview with Hawk, Dulaney also mentions the That was back in 2006, Dulaney Shiny New Object Syndrome as a was still at Liberty University challenge and how to overcome this finishing up his Master’s Degree. to succeed. He continued through coaches and masterminds, Dulaney mentions Army Of Affiliates “Coaching, masterminds, they’re In the interview with Hawk, Bryan scary if you’ve never this type of Dulaney talks about an idea that investments, but I’ve never been Russell Brunson gave him during the to an event. I’ve never been to an Inner Circle “We created a program event that’s not been worth it. I’ve teaching people how to sell funnels, never been to a mastermind or sign and then we just said, “Hey, we’ll take up for coaching that’s never paid care of the development.” And then me. At least I’ve gotten one nugget we trained up, essentially, an army that I’ve been able to apply, and of affiliates that can get behind our then that nugget that I’ve applied agency, and they don’t have to do reaped back a harvest. That says any fulfillment. They just have to tee something about investing in your up the conversation and make the success, in yourself.” sale, which is pretty cool.” You have The Lone Wolf Syndrome to read the whole interview to see the results and profit from that idea. So what can get in the way of us all becoming super successful affiliates Law of Prosperity and The Law and funnel builders, Hawk asks that Of Harvest question to Bryan Dulaney and he Hawk and Bryan Dulaney in the said “I think some of the biggest interview go through two laws of challenges initially was ultimately the land. The Law of Prosperity and having the resources of a team VOLUME 3 * FUNNEL MAGAZINE

The Law of Harvest and how these laws apply to get leads and results Dulaney says “A buyer, just so you know, is worth 40 times more than a lead, hence the reason for the lead acquisition funnel” He continues onto say, “Literally, just doing it. Because when you do it, it produces results. It reaps a harvest. You got to apply the law of harvest, which is you got to plant, and then you reap. That was a long way of saying get intimate with the problems and then start posting content everywhere, Instagram, Facebook, YouTube, on your blog. Just start publishing because I see a lot of people not doing that.” additionally says, “Now I will agree that you need to get your funnels and offers in place because going off and piping off to the world about all this stuff, if you don’t have anywhere to send them, you’re not going to make any money with it. You’re just going to be out there talking, and providing solutions, and solving problems, and doing your thing. You’re going to be the hero for people, but then they never have a way to actually work with your, or engage with you, or buy your stuff. I see that being, actually, a really big problem. People see Grant Cardone and Gary V., like that’s all they do, is just talk, talk, talk, talk, talk, so people think that that’s what they should do, but they’re missing the boat when they realize okay, first off, they aren’t doing any of that publishing. They got teams publishing that stuff, first of all. Big wake up call. They’re not publishing that stuff. Most of that stuff is published by their teams because they’re pumping out so much content. They have funnels, and they have offers. They have well-articulated offers in place” Golden Nuggets One last thought from Bryan Dulaney, he says in the interview “I talk about this conversation about

being constantly on top of mind, right? Being constantly present is the way I articulate it. It’s either you’re going to be constantly present, or your competitor’s gonna be constantly present.” In the full interview, there are so many gold nuggets going over Dulaney’s value ladder and remarketing that has proven results that Dulaney used to achieve these seven and eightfigure funnels. Additionally, there are so many golden nuggets on his Youtube Channel series called Free Eight Figure Club Coaching and ClickFunnels support, which is a thirty day Facebook Live Challenge, watch the videos, give the videos a thumbs up, and definitely subscribe to his videos because he does provide golden value.

excited to have my good friend and a super genius when it comes to funnels, Brian Dulaney. He is the founder and creator of The Perfect Funnel System. He had also put out the awesome Golden Ticket Funnel, which some of you guys have seen and have gotten. Actually, I know a lot of you guys probably seen and gotten. If you haven’t check out the notes below, or go to freegoldenticket.com and grab access to it right now because it’s going to help you so much. There’s so much valuable content in there. He’s going to share so many valuable things today. He has generated over $60 million online. He was one of the first 17 people to generate over $10 million through a funnel using ClickFunnels.

“In your wildest dreams, you could He has a team of just 14 people, not imagine the marvelous surprises which means that he’s doing it right, awaits you!” and he’s got a lot of profit, which is one of the reasons why he can Interview travel the world and spend over a Interview with Hawk Mikado month every single year in Hawaii, Hawk: Hey, how’s it going, just reconnecting, resetting, and just everybody? This is Hawk Mikado, getting grounded. Super excited, the funnel genius and publisher of plus he’s newly married and a new Funnel Magazine, and I’m super baby on the way. So welcome. Thanks for joining us.

Bryan: Yeah, thanks, Hawk. I’m super excited to be here. Hawk: Absolutely! Just share with me a little bit. I’ve been following a lot of what you’ve been doing, and we’ve had a lot of conversations over the years. You have three of those things on the back there, plus I know you have more if I’m correct and more coming at funnel hacking live. Can you share, how did you get started with funnels and how did you get yourself so many of those two comma club awards? Bryan: Yeah, I should have more of those until I realized last year that you can get them for every different product you sell. Like, “Oh, thanks. I never knew that.” I got started in funnels, that was the original question, right? Back in 2006, I was at Liberty University. I was working on my MBA in marketing because quite frankly I didn’t want to get a job. I just needed to extend my student loans so I can get some more. I was working on my master’s in entrepreneurship, and I stumbled through personal development into this world of making money online. I stumbled into this 30-day

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challenge, and it was all about how to make your first dollar online in 30 days. I came late to the party. I mean, I was like two weeks late to this party. The benefit of that is that I didn’t have to wait every day to get a video and watch it. I came to the party late, I watched the video, I took action. I watched a video, took action. I watched a video and took action. Within seven days I ended up having, from the time I bought my first domain name, seven days later, I had an email come in and said, you made a sale. It said for 750 bucks. At that moment, that’s when I realized I had no clue what I was doing. Like I had no clue. Like it was straight, I call it providence now. Like it was straight providence. The domain name that I used was silly, like not related to the product at all. In no category related at all. Fit Rich Life, it was a silly name, but someone bought a software program, through that URL, and then I ended up it making that money. But that’s what turned me on to funnels.

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I started in this world as an affiliate selling other people’s stuff I didn’t have my own products. I didn’t have my own services, so I had to figure out how to make money online. That was the easiest way in the game. I started learning course after course after that to kind of figure out, okay, if I could just reverse engineer 750 dollars a day, that’s a quarter of million bucks a year. Like that’s a great income to start. My goals back then were very ambitious, being in college. I think that I attribute that to the leadership that I was under, but that’s how I started building funnels was building funnels for other people and selling their products and services and then bonusing people when they bought through me. That’s actually how I got started. Hawk: So out of curiosity, were you selling a PLR type software or was it an actual affiliate software? Bryan: It was actual software. The first sale that I made was with software with a course, and then I started promoting courses. Back then there were a lot more product launches and $2,000 products, so when you sold it and made 40% commissions, it was almost a thousand bucks. In some cases, it’s 50% is a thousand bucks. What I was doing though, I never went to PLR sites and pulled content in and made that bonuses. I always saw everyone else doing that, and I always thought like that’s kind of weird. What I did is I made all of my bonuses unique and proprietary to me, that way they couldn’t be duplicated. When the market looked at what I was offering as a bonus, I’d always trumped, or at least I positioned it as always trumping every other bonus that was in the market.

love the bonus conversation. I see so many people try to become affiliate marketers, and then they don’t do the bonus like they don’t bonus things in. Like with ClickFunnels, what are some of the things that you guys are now bonusing for ClickFunnels to get people in your door? Bryan: Yeah, so in the beginning, like right now we’ll bonus funnels, right? So you get X, Y, and Z funnels when you get ClickFunnels through us. That’s primarily how we drive the ship now as an affiliate. But when I started with ClickFunnels, it was because I was at Traffic and Conversion. I saw Russell said, “Hey, I’m going to launch a new platform. It’s called Success Etc.” And I’m like, Are you sure that’s going to be the name?” And he’s like, “No, we’re thinking about calling it ClickFunnels.” I was like, “That’s a great name,” and I bought ClickFunnelsbonus.com the very next day or the same day. It was very close.

I bought another couple of ones like Funnels Ninja and ClickFunnels Review. I bought a few, and I don’t own them anymore because they had trademark issues. I just let them die. But some of the things that I would bonus would be training. With ClickFunnels in particular, with the bigger product launches that sell for $2,000, we used to do bonuses of Amazon gift cards and then even iPads, which is kind of crazy to give away an iPad, because it costs so much money. But you’ve got to think about when you’re an affiliate for other people’s stuff, like, who’s going to win? Well, the person that’s going to win is going to be the person who’s giving the people who are buying those products what they most want. That’s the money back Hawk: Absolutely. I’m going to or things of value. take a side tangent here because I In some big affiliate promotions,

we were one of the first to do like iPads, and people thought that was nuts. That raised the ante. It’s like we’re giving away iPads. How are you gonna beat that? Then all of a sudden, we started getting copied. Everyone else thought that was a great idea too, and everyone else started doing it.

We do something very similar. We give bonus content, we give an entire marketplace with funnels, and one of the first things that we started doing, we actually give, and you can steal this, we actually give migration services. If you’re on another platform, we’ll migrate you for free as long as it doesn’t take more than 10 hours to do it, and Hawk: I haven’t seen any affiliates then pay a VA in the Philippines to give ipads otherwise I’d probably be do that migration. buying a lot more stuff. Bryan: Nice. Bryan: Right. Have a huge stack of iPads. Hawk: The profit margin on that is pretty large. Hawk: That’s interesting, because an iPad’s only like, what 150 bucks? Bryan: Yeah. That’s a great idea because they need to move. That’s Bryan: Yeah, you get them for the objection from moving. pretty cheap now. Back when they first started they were a little pricier. Hawk: That was always the, “Oh, I’ve got-” it was like, “Yeah, we’ll take Hawk: Yeah. I can see that. So I care of that for you. Don’t worry love that. That’s awesome. Yeah. about it.” Then every once in a while,

somebody would have a ton of stuff in their account, and we’d have to migrate the entire thing over and it would be an extra couple of grand. Bryan: Right. Right. Nice upsell. Hawk: I love that. It’s brilliant. What are some of the biggest challenges or you know, “failures,” the things that you, you kind of struggled with in the beginning, but then when you able to turn around, were able to become a profit center for your business? Bryan: Some challenges?

the

biggest

Hawk: Challenges or “failures.” Bryan: Or failures? That’s a good question. Some of the biggest challenges. I think some of the biggest challenges initially was ultimately having the resources of a team of specialized people rather than

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relying on myself because I started back in the day as an affiliate doing it all myself. I learned it all myself. I learned how to code, build funnels, to write the copy, so it was a huge burden released when I was able to align my team with people who are specialized in copy, design, video production, advertising. Then you’ve got different forms of advertising, obviously YouTube, Facebook, all these different platforms. For me, a big mistake was thinking I could do it all myself. I call it lone wolfing it.I was stuck lone wolfing it for years because that’s how I got in. I got it in learning it myself and thinking no one can do it better than I. That’s a trap I see a lot of people fall into. Hawk: Absolutely. That’s a big one. Nowadays, you’ve got 14 people on your team, you’ve obviously generated tens of millions of dollars. What percentage, what’s your focus when it comes to automation versus delegation? Bryan: Yeah. We automate as much as possible, right? I mean, email follow up should be automated, whether it’s a lead follow up, buyer follow-up, automate. That should be automated. I mean, there are some things that you can automate in terms of like, let’s say writing, the stories that are going to go into a webinar presentation. There’s really no way to automate that, but we can bring our minds together and create the stories and create those sales messages. That’s when it’s helpful for my team and I, when we sit down at a table with a client or a partner with a team, we’re able to bounce ideas off one another. Then we’re using more resources in a wise way. I learned that from actually growing up, graduated from Liberty University. There was this one pastor that came in and spoke at convocation, we called it. One of the things I thought VOLUME 3 * FUNNEL MAGAZINE

he did was brilliant was he architects has messages on Sunday deliveries. His name is Ed Young, and he has a church down in Texas, and he actually does a mastermind prior to delivering the message. I thought that was just brilliant. Literally, they have five or six people, and they’ll architect the whole sermon throughout the week, and then he gets up and delivers it because he’s the singing and dancing monkey on Sunday. I thought it was brilliant. I didn’t know. I still don’t know many churches that actually do that way, but he comes out and just drops it like it’s so well articulated, and it’s so relevant and fresh. His whole thing is about being relevant and fresh, so I would say like I was able to take, that concept and say, “Okay, how can I incorporate that into my business?” Even just thinking about it, having a team of people, like a mastermind. Imagine a mastermind around your next idea that you want to launch. Like how much value’s there? That’s I think why we’re in masterminds, to begin with, right?

media buying, remarketing for sure. If you’re not doing remarketing, it’s like where have you been in the last five years? Remarketing has gotten more and more advanced. There’s just more and more things you can do with it, so certainly remarketing across Facebook, but also through Google display and through other platforms like Ad Roll, Perfect Audience, YouTube Ads. Hawk: I see your ads everywhere, by the way. Literally everywhere. I swear I can’t go anywhere without seeing your ads. Bryan: Once you get cookied, you’re cookied.

Hawk: Yeah. A little side tangent on that, I know that you had built this affiliate program, I don’t know if you still have it open or if you guys have it closed in and only are working with past people, but you have an affiliate program. It was like $1,000 bucks, and then they got your system, and then they paid for ads you guys paid for. Can you talk a little bit about that and how Hawk: Absolutely. It’s like figuring you leveraged affiliates? out what’s working, what’s not. It was funny, I posted something in a Bryan: Yeah, that’s a great idea. group of my perfect target audience, I love that question. That’s really and I asked a question, that was good. Let me take backstory. I was basically directed at them, and at Russell Brunson’s inner circle, somebody was like, “Why would you and we were working on a webinar post something like this in a group presentation. One of the ideas that I of your perfect target audience?” had was to create a course teaching I’m like, “Why would I not? You guys people how to sell funnels without are the perfect person. Let me like ever building a funnel themselves. Essentially, this goes to like to speak get your feedback.” to paying for masterminds. I paid Bryan: Right. Russell 25k that year, and that one Hawk: You’ve talked about idea, literally, my thought initially Facebook and YouTube. You’ve was teaching people how to be talked about different traffic sources. funnel consultants. Okay? People What are some of the traffic sources like me. He flipped it on its head and that you guys are leveraging today said, “Well why don’t you actually teach them how to sell funnels, but to drive traffic to your funnels? then they just refer the business to Bryan: Yeah. Facebook, Instagram, you, and you fulfill it?” that’s a given. Google Traffic, search traffic and paid traffic, some I was like, “Yeah. That’s a brilliant

idea.” That one idea went on to produce a quarter of a million bucks. Spending 25 grand on ads produced a quarter of a million dollars. So thank you, Russell. Good job there. I recouped my investment in the first year in. That’s the value of being in Masterminds. Some people see things from different perspectives than you. But what we did was we created a process and a program of teaching people how we sell funnels and have been selling funnels, and then help people to have the same conversation, to lead them to a point of saying yes, right? Most people don’t really want to build the funnels themselves. If you speak to, nine times out of ten they’re like, “Hey, can you just do that for me?” Who wants to build their funnels? Not many people, right? And I’d propose that it’s actually not in their best interest to build them either because they’re not technicians or very good at technical things. Normally, you’ve got people who are experts or they specialize in something that they want to get out to the world. That’s primarily what we deal with. We deal with a lot of people who are experts: authors, speakers, coaches, these types of people. But the last thing they’re good at is writing email copy, or the last thing they’re good at is making the integrations of funnels all tied together. It’s just not their skill set. And to put on that hat to become great at that is taking away from their ability to do the thing that they do the best in the world and be great at that. And I see that being a mistake that a lot of people make, is they think that they can do it all themselves and they think that, “Oh yeah, funnels are easy. I can funnelhack this. I can build this funnel. It’s easy.” And the reality is, is if it was easy, the 70,000 people that VOLUME 3 * FUNNEL MAGAZINE

are in ClickFunnels would all have 2 Comma Club awards if it was easy. Clearly, it’s not as easy as some people make it out to be, and because there’s more to the picture than just the funnel. So what we did was ... Bring it back. We created a program teaching people how to sell funnels, and then we just said, “Hey, we’ll take care of the development.” And then we trained up, essentially, an army of affiliates that can get behind our

agency, and they don’t have to do any fulfillment. They just have to tee up the conversation and make the sale, which is pretty cool. Hawk: I remember a couple of months back, I don’t remember what I was looking for, but I googled, and I started clicking on a bunch of ads and one after another, after another, after another ... I’m like, these are all identical. And these are all Bryan’s testimonials. And then I reached out and that was how I found out about

your affiliate program. This is crazy. kind of explain it. So, basically, we So, I love that. You did that. have free content that’s out there. We have YouTube videos, we have Bryan: That was called operation blog posts. We have content, right? take over ClickFunnels. We also have free webinars and Hawk: That’s awesome. Love it. So, requested quotes. So people come what’s your value ladder look like? to us, and they’re like, “Hey, Brian, So, you’re driving all this traffic, I need help with my funnel,” or, “I you’ve got Facebook, Google, need help with my advertising,” or, Instagram, pretty much every single “I need help with this, that, and the platform that you can possibly think next thing.” of, and its affiliates driving traffic, So we have sites out there that what are you doing to take them we advertise to get people who from the first step, which I know you need help with some type of guys recently added the Golden marketing serviced, whether that be ticket, which, by the way, I got my advertising, whether it be funnels, own here. whether it be webinars, whether it be an offer ... Whatever it is, Bryan: Bam. There it is. those are all catchalls to initiate a Hawk: I love this thing. It’s got some conversation. Because we know super, incredible content. So, get once we have a conversation, then that if you haven’t already gotten we can ascend them up the journey it. It’s free. You just cover shipping and help them get to where they’re and handling. And you guys are looking to go. going to absolutely love the funnels and the content and everything So, we recently added in the free else there. Plus, there’s I don’t know golden ticket, which is $9.95. A how much training. I know I’ve buyer, just so you know, is worth charged thousands of dollars, tens 40 times more than a lead, hence of thousands of dollars, and I’ve the reason for the lead acquisition seen other people charge tens of funnel, okay? So we’ve got that. thousands of dollars on what you’re Then we’ve got a checklist for 37, giving away for free. So, thank you we’ve got an advertising playbook for 47, and we have a 60-minute for sharing. call for 197, okay? Then it goes from Bryan: You’re welcome, man. That there, it just goes directly up to either was my goal. My goal was to give a private, one-on-one intensive, away, and really show what it which is 15k or a $7500 boot camp, takes. I’ve literally been paid over which is two days. So, exact same 300,000 bucks for what’s on that thing as the private, one-on-one thing to build it. And so, my idea intensive except for its spread out was, a lot of people say this, is a over time in a small group of people common belief, a common, good to allow it to breathe a little. thing to do, which is giving away some of your best stuff. And that’s Because with one person, an entire actually a good principle to live by. day of focus, you can get everything The law of reciprocity kicks in. And complete. But when there are 15 whenever I can have a law working people in a room, you need a little for me like the law of gravity, I like bit more time for that to breathe. that to be working in my favor, Hot seats, Q&A, that kind of stuff. right? Now, from there, we go up into our So, to talk about our value ladder, development phase. So we call it normally I would draw it, but I’ll just stage one design. That is creating

this strategy to create $1 million a year or $1 million a month business. That’s the design. Step two is build. What are the things that we need to build? Do we need to use branding? Do we need to do video production? Do we need to do copywriting? Are we creating a webinar, or a course, or a product launch? Or what are the things that are getting done? And in our case, that’s a 60 to 90day process, And then we schedule it all out with our team. And then execute that over 60 to 90 days. And the way we’re able to get all of that done in 60 to 90 days is we have three day, content workshops with our team and the clients. And that’s the way that I’ve found is the best way to get things done. Whenever I look at my business, I sat down, and I got it done, right? Focused attention on just one thing, and then get it done. That’s how we’re able to write webinars in three days, and then it’ll be done. Whereas some people take three months or three years to figure out a webinar. We just get it done in three days. And it’s all about people in the room too, obviously, and their experience. So that’s the next phase. And then after that, it goes into a partnership phase where we call it optimization and scale. So we’re advertising, we’re optimizing. We’re running the funnels, and we’re optimizing the funnel. We’re running the offers and we’re authorizing the offers. So, all of those things are not just set it and forget it. Just because you built those things doesn’t mean they’re gonna work forever. It’s kind of like brush your teeth. We do it once or twice a day, right? And the same thing applies to our ads, our funnels, and our offers. And a lot of people, I don’t think they realize that coming into the game. Us veterans know that it’s a constant EDITION 3 FUNNELMAGAZINE.COM

improvement. It’s a constant optimization process, and if they’re not gonna do it, who’s gonna do it? They need people like us who are going to be involved in them bringing that thought leadership to say, “The ads are working. Now what?” Or, “The funnels not converting. Now what? No one’s buying the offer. Now what?” What happens if that’s at that point? Because it inevitably will happen. If it’s not happening now, it might happen in three or four months or six months down the road and then you have to maybe introduce a new funnel. That’s why when you see ... Russell does, and he launches a funnel every quarter. It’s every quarter, there’s a new funnel coming out. It’s because he hammers the market with that funnel, and then there’s fatigue in the market. They’re like, they’ve seen enough ads. And then it’s like, okay, time to bring a new one in. So, does that make sense? That’s kind of our value ladder in a big picture, viewpoint Hawk: Yeah, love it. So, just a couple things that I heard and I want to pinpoint. So, first of all, launching a new offer every ... even opt-in offers, doing one a month. That’s something we’ve found has been really effective: doing a new paid offer every single quarter. Those opt-in offers should lead to that paid offer, by the way, right? Just within random opt-in offers, right? Bryan: Right. Hawk: It’s like, “Oh, I got this thing over here, and I’m gonna launch this.” And I have nothing to do with each other. Bryan: True. Hawk: And we see that happen. I’m sure you guys see that happen all the time. Having those key components of the strategy, focusing on your VOLUME 3 * FUNNEL MAGAZINE

see offers. That’s a big deal as well because we now have the ability through remarketing, which is great, thanks to Facebook. We have the ability to do remarketing and serve up content based on where they have been or where we want them to go. And so we get to work through all those sequences, which a couple One, consistently launching new of years ago, we didn’t really have offers, take time to focus in/on those options, right? your business and look at it from a mastermind and a strategic point Hawk: Absolutely, yeah, there’s of view, and that will help you been a ton of developments. You catapult. So, super powerful what guys use direct mail or obviously, you just showed. I know there was a you do with this guy here, ton of value in there. So, just wanted Bryan: Yes, that one we do. to headline a couple of things that I heard. Hawk: Direct mail, and also voicemail drops? What are some of the ways that you guys are doing follow up? Obviously, Bryan: We do voicemail drops. you mentioned email earlier, but So, when someone grabs a free what are some of the other ways golden ticket, we drop a voicemail that you guys are following up with drop from me, because I like to stay everybody who comes through, but in direct contact. I like to have my maybe they don’t take the next step, voice hit the inbox since I was a part or they don’t buy, or whatever the of the user experience leading up to case may be? that point. We also have customer service that calls our customers, Bryan: Yeah, so follow-up is which is, even for a $10 item, people definitely done through email, are thinking we’re crazy. How is it’s done through a message, someone calling me right now? And Manychat. What else are we doing? it just goes back to my belief about We do some through SMS, but customer service and being different those are more about reminders. in the market. But yeah, we do We also do remarketing, followup, voicemail drops. We don’t do a ton so sending direct, specific messages of follow-up through direct mail over at specific times based on what time. There’s no nurture campaign they’ve seen or where they’ve been. through direct mail. Haven’t done That’s huge. That’s a game changer. anything with that. When someone starts implementing that, that takes everything to the Hawk: Oh, yeah, I was just curious. I next level. know that every business is different. business. I was at a webinar, funnel workshop with a friend of mine, and they were like, “Why are you here?” I gotta work on my business. It’s important. You gotta do this, so make sure that you are focused. I just wanted to take those couple key takeaways.

And so, that’s really how we’re following up. The primary ways are following up. So, email, Manychat, and then remarketing is a huge one that there are so many different angles and directions you can go with that. Even prior, before they even get in the funnel, having a strategic sequence of content that people consume before they even

Bryan: We also send birthday cards out to people that come in for our private, one-on-one intensives. So, that’s kind of a direct-mail thing. Hawk: Yeah, just to keep you top of mind. Awesome. What would be one thing that you leave the audience with that they can implement today within the next hour or two, either in

their business or in their life. Doesn’t spiritually. We’re drawn to those have to be what we talked about, types of people. but just something that they can do So, what I would say, right now, is today to make a massive impact. just get really clear about what are Bryan: Yeah, so, the biggest thing, the problems that your avatar is and I talk about this a lot, it’s facing right now, and how do you get intimate about what are the directly solve their problems? Then, problems that your market is facing? take those problems, turn them into Like the avatar that you’re serving, videos, turn them into blog posts, the person that you’re serving, the turn them into content that can be people that you’re serving. What distributed everywhere. And before are their problems, and how do you know it, you’ll be accumulating you help solve them? And just get a library of content... It’s so valuable. on Facebook, and start solving Just start producing content, and their problems. Literally, that’s it. start publishing the content. Because the reality is this: I talk I did a blog post back in 2010. I just about this conversation about being got back from Aspen, Colorado. I constantly on top of mind, right? was there with a business partner Being constantly present is the way of mine for a year working on a I articulate it. It’s either you’re going product development project, and I to be constantly present, or your really felt the urge to start blogging. competitor’s gonna be constantly And about two weeks later, week present. and a half, two weeks later, I got And so when you’re constantly a guy. He contacted me through present and you’re solving problems my form. And he said, “Hey, I’d that your market’s going through, like to sit down. I’d like you to help they begin to see you as the me with my marketing.” And I said, problem solver. And we all like “Okay, sure. Let’s meet.” We met. I people who solve our problems and mapped out. I do what I did. Back help us advance in life, in business, then, I didn’t charge for my private,

one-on-one intensives; it was free. And so, I met with him for free. I mapped it out. It looked like your whiteboard. I brought a whiteboard to the meeting, and it looked like that with crazy colors everywhere and all these things. It was insane. It was a lot of fun. And then at the end of it, he’s like, “All right, man. Let’s do this.” And he cut me a check for 60 grand. And I was like, “By the way, how’d you find me?” Because I wasn’t advertising at all. It was a brandnew site. I just started blogging on it. And he’s like, “Oh, I found your blog on da, da, da.” And I’m like, “You gotta be kidding me. You found my blog. How did you even find that thing?” I wasn’t posting it on social media. He literally had to find it in the search engines. That’s the only logical way that explains how he saw that thing. So, I always leave people with this topic of getting intimate with their problems, know what their outcomes that they want more of. Because we want to move away from problems, and we want to pursue pleasure.

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That’s what we’re doing constantly throughout our entire day. For most people, it’s going to the refrigerator and getting food. That’s the pleasure. But we want more pleasure in our lives, we want to get out of these problems, and just solve the problems that you solve in the market. It doesn’t matter what your vertical is or what your market is or what you talked about. If I wanted to be the best in the world about webinars, there are 100 different problems that people have with webinars, literally. And if I break down every problem in the market about webinars, clearly, I’m the guy to speak to about webinars, right? I don’t see enough people actually implementing that principle and just doing it. Literally, just doing it. Because when you do it, it produces results. It reaps a harvest. You got to apply the law of harvest, which is you got to plant, and then you reap. That was a long way of saying get intimate with the problems and then start posting content everywhere, Instagram, Facebook, YouTube, on your blog. Just start publishing because I see a lot of people not doing that. Now I will agree that you need to get your funnels and offers in place because going off and piping off to the world about all this stuff, if you don’t have anywhere to send them, you’re not going to make any money with it. You’re just going to be out there talking, and providing solutions, and solving problems, and doing your thing. You’re going to be the hero for people, but then they never have a way to actually work with your, or engage with you, or buy your stuff. I see that being, actually, a really big problem. People see Grant Cardone and Gary V., like that’s all they do, is just talk, talk, talk, talk, talk, so people think that that’s what they should do, but VOLUME 3 * FUNNEL MAGAZINE

they’re missing the boat when they realize okay, first off, they aren’t doing any of that publishing. They got teams publishing that stuff, first of all. Big wake up call. They’re not publishing that stuff. Most of that stuff is published by their teams because they’re pumping out so much content. They have funnels, and they have offers. They have well-articulated offers in place, like many of them. You look at Gary V., you look at Grant. Shoot, Grant Cardone has got like a university full. Russell, he’s got a huge library full too. They have the funnels, they have the offers. Now they can go piping off, but if you have your funnels, you have your offers, you have something to sell, then just start practicing getting into a conversation with your market, and if it takes going and interviewing the people that are in your market. That’s such a valuable experience. I think you mentioned 20 minutes ago, but posting in that group of your ideal prospects. You’re trying to find out what they want, and people are asking, “Why are you posting in here?” Where are your ideal prospects? It’s like, “Yeah, so you can serve them at a higher level.”

had one of the worst moments and best learning experiences in my business life where we lost $300,000 in recurring revenue in about three weeks’ time. I went to a mentor of mine and said, “I have no idea what to do.” He gave me this very simple and scary advice. He said, “I want you to go spend at least 30 minutes every single day going out into your community and just give, 100%, do not hold back. Literally, tell them how to solve their problems,” because like what you said earlier. It’s like you can give someone the solution, but nine out of 10 times they’re not going to do anything with it, which is what he told me. I was really hesitant, really reluctant. Then I just, I’m like, I gave up. I gave in, actually. I was just like, “Okay, I’m just doing this.” What’s the worst that could happen? I’m not going to have a business anyways if we don’t make it through this. Why does it really matter? I just started going in. I went into the ClickFunnels group, and I just answered every single possible question I could find. Any time anybody answered a question, I just answered it. Within a month, we had a ton of business from that. We had over $140,000 in contracts signed. Then I was getting tagged by people they’d never talked to me. They didn’t know my name. We weren’t friends. Somebody would ask a question, and somebody would be like, “Hawk can help you.” They would just tag me. Just doing that, just talking and sharing real-life examples of no matter where you are in your business. By the way, if you’re crushing it, having somebody on your team doing this for you... It helps you exponentially grow.

Hawk: Absolutely. I get this question and very similar question all the time, is like how can I grow my business? I’m like, “Okay, here’s what you do.” They’re like, “I’m broke, I don’t have any money.” I’m like, “Okay, here’s what you need to go do.” You need to go to help your market. Go serve them because, at the end of the day when you become top-of-mind, you will start bringing in so much income because you have offers. Either get on the phone and start selling, or you go out and serve your market, Bryan: For sure. or preferably do both. Hawk: I think it’s so powerful and A couple of years ago, right before so important to implement. It takes we started Funnel Magazine, we less than 30 minutes, an hour a day.

I actually got to the point where I stopped doing almost everything else, and I was spending six hours a day doing this because it was producing so much for us. It was like, boom, okay. I got a sales conversation, boom. Reply to 10 people, and that equaled one sales conversation. It was like clockwork at the end, so super Do you have anything else that you want to share, or want to give that, and add value to the audience? Bryan: I think the other thing that comes to mind as you asked that question is I think a lot of people ... I see a lot of people, like a lot of people that usually come through our doors. I see people don’t really understand the full big picture of what it takes. I’m glad you asked me about my value ladder because I was having a conversation with a guy who’s got quite a robust, he’s got quite a few followers. He’s got quite a large podcast. I was talking to him. I won’t mention his name, but we were talking. He was talking about building a course. He said,

“I’m going to either create a course around this topic or this topic.” He’s like, “Which one do you think would be better?” I said, “What’s next?” What else do you have to sell them after the course because 90% of people are going to buy your course, they’re only going to go through 20% of it, if that.

the highest level, which is now above the inner circle.

What’s the next level to help them at a greater level? He’s like, “Nothing.” I’m like, “Bro, you’re killing me.” You got to have the next levels because people want help, and that’s why we, personally, we do boot camps, and we do oneon-one intensives, and we sit down with people. Thinking through what are the products and services that you’re going to sell and serve your market with, it’s an evolving thing. You might launch an offer, and it doesn’t do well, or you might launch an offer, and it does great, and it stays for a long time. Shoot, Russell just added to his value ladder. This year alone he’s added three things to his value ladder, a challenge funnel, a coaching program, and

Hawk: It keeps me accountable for doing that.

Hawk: I actually am going through the One Funnel Away Challenge. The same thing, is like why would I do this? I want to work on my own business. Bryan: Right, exactly.

Bryan: That’s good, yeah. You got to always investing in it. It just puts skin in the game. It’s like making that first. I remember when I made my first $25,000 investment into a mastermind. It was scary. I was like, “I’ve never made that.” It was like half a car. It’s like, $25,000. It’s a little scary. Coaching, masterminds, they’re scary if you’ve never this type of investments, but I’ve never been to an event. I’ve never been to an event that’s not been worth it. I’ve never been to a mastermind or sign up for coaching that’s never paid me. At least I’ve gotten one nugget that I’ve been able to apply, and then that nugget that I’ve applied

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reaped back a harvest. That says something about investing in your success, in yourself. The thing I would go back to is having the right strategy, like they say, “The time to have the map is before you enter the woods.” What I see a lot of people doing these days, which I’m trying to alleviate them from doing is like, they get in, they get all excited. I get it. There’s a lot of people out there that make funnels, and marketing, and advertising exciting, which is their job. That’s their job. Their job is to get everyone excited to get in the game, but throwing mud up against the wall is not a good strategy. It’s never been a good strategy. In sales, it’s like what they used to say is, “Selling is a numbers game.” You got to talk to 100 people to close one sale. It’s like, not in my world. We talk to 10 and close a couple of people. That is an old way of thinking. That’s just an old way of thinking for people that aren’t very skilled in communication. We live in a whole new world today, and selling has changed. Bryan: It’s like having the right strategy before you launch your business is so vital, like knowing what are the funnels? What are the offers, and then how are you going to market that? How are you going to bring that to fruition? I would say have a strategy. I don’t know about you, Hawk, but every time we go to launch something new, we sit down for a day. We map the whole thing out. We think it through with our team. We’re bouncing ideas off of one another. There are men, There are women in the room. We’re getting perspectives from different people from different walks of life. Then we begin building it rather than just winging it. For me, I’ve found that that’s been a smart strategy so that I’m not constantly throwing out offers to the market they might not want, or waste my time. I did that VOLUME 3 * FUNNEL MAGAZINE

before, and it just didn’t work that Bryan: Yeah. If you go to well. freegoldenticket.com, you’ll see a Hawk: Actually, the funnel that fun video of Stephanie and I in the you see on my back wall there is Profit Factory, as we call it. You can one of those kinds of the intro in.It’s get our seven-figure and our eightthe one from the One Funnel Away figure funnels emails and scripts for Challenge, but it’s coming. It’s like, free. We just ask that you pay the hey, how do we get people in? As shipping and handling fee because you know, we’re doing our new we ship it all around the world. cost per lead offer for advertisers, That’s one way. Another way is you and you’ve been getting a ton can visit perfectfunnelsystem.com as another way. If you need help with of those through the ads. There’s so much that you can do. your funnels, if you need help with I think one of the big things that I creating offers that are going to win see happen time and time again in the market, and/or if you need is when people go through these help with bringing those offers to the events, and they go through these market through advertising.

courses, and coaching, is they take Hawk: Absolutely. By the way, he the information, and then they go is brilliant. Like I said, this thing, home and do nothing. pure gold. Go get this. Have a conversation with him for like $200 Bryan: That’s true. bucks, which by the way, spending Hawk: The cost per lead strategy $200 bucks to have a conversation came from an event that in with him inside of that Golden Ticket December of last year, that I had Funnel, massively worth it. Take the been implementing step by step. time and energy to go through, get There are still seven other strategies everything in the funnel, and then that I haven’t touched yet. Some of spend time with him. He’s going to them will become irrelevant, and help you figure out what the next that’s fine. We took one of those step is for you to actually start to strategies, and that one strategy scale your business to seven and has more than paid for the higher eight figures. Have a blessed day, investment. It’s like every single time guys. having the ability to take action. I’m the guy in the room who’s on If you’re not already subscribed my computer, and the speaker to Funnel Magazine as a lifetime says something. Then it’s done member for whatever reason, go before they’re done talking about to funnelmagazine.com/lifetime. it because that’s so powerful and so You’re going to be able to get access to our entire lifetime program, which important. has everything you could possibly Bryan: So true, yeah. Execution is need. You get templates, and the only thing that matters. funnels, and all sorts of cool bonus trainings, and offers from all of your Hawk: Absolutely. I know you partners. More stuff is being added execute extremely well, obviously, every single month, so super excited based on your multiple coma clubs for you guys to join that. Again, on the back wall there. Awesome, funnelmagazine.com/lifetime. man. I appreciate you. You’ve been Have a blessed day, and we’ll see awesome. You shared some really you there. powerful wisdom and insights today. First of all, how can somebody get your golden ticket?

In Brief: • Bryan Dulaney asks the audience “If you’re not doing remarketing, it’s like where have you been in the last five years?” • He continues onto say “Remarketing has gotten more and more advanced. There’s just more and more things you can do with it, so certainly remarketing across Facebook, but also through Google display and through other platforms like Ad Roll, Perfect Audience, YouTube Ads.” • If you haven’t been retargeting, you’re going to want to read the interview. • One Highlight of the interview that really stands out is how Bryan Dulaney differentiates himself as a super affiliate, that led him to win four cars through the ClickFunnels affiliate program: • In the interview with Hawk the Funnel Genius, Bryan Dulaney says “I made all of my bonuses unique and proprietary to me, that way they couldn’t be duplicated. When the market looked at what I was offering as a bonus, I’d always trumped, or at least I positioned it as always trumping every other bonus that was in the market.” • You’re going to want to read the full interview because Hawk asks Bryan Dulaney “What are some of the things that you guys are now bonusing for ClickFunnels to get people in your door?”

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Actionable Steps: 1. Bryan Dulaney says to “Get intimate about what are the problems that your market is facing? Like the avatar that you’re serving, the person that you’re serving, the people that you’re serving. What are their problems, and how do you help solve them? And just get on Facebook, and start solving their problems. Literally, that’s it. Because the reality is this: I talk about this conversation about being constantly on top of mind, right? Being constantly present is the way I articulate it. It’s either you’re going to be constantly present, or your competitor’s gonna be constantly present.” 2. Bryan Dulaney says “You need to get your funnels and offers in place because going off and piping off to the world about all this stuff, if you don’t have anywhere to send them, you’re not going to make any money with it.” 3. Have a Value Ladder Bryan Dulaney says “Understand the full big picture of what it takes. I’m glad you asked me about my value ladder because I was having a conversation with a guy who’s got quite a robust, he’s got quite a few followers. He’s got quite a large podcast. I was talking to him. I won’t mention his name, but we were talking. He was talking about building a course. He said, “I’m going to either create a course around this topic or this topic.” He’s like, “Which one do you think would be better?” I said, “What’s next?” What else do you have to sell them after the course because 90% of people are going to buy your course, they’re only going to go through 20% of it if that.” VOLUME 3 * FUNNEL MAGAZINE

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Three Ways To Grow Your Business (The Gas Pedal)

Anyone can start a business online, but few people create businesses that generate millions of dollars per year in revenue. Even fewer will create and build a business online that provides over $1 million dollars in annual net income. The sad fact is that according to the Huffington Post, over 90% of online businesses fail in the first 120 days*. That’s an alarming statistic that you should be aware of.

ARTICLE BY Brett Fogle

It also takes the same three things you need to drive a car successfully, without crashing and burning out on the road. I will help teach you these three principals by explaining these three things in the context of driving a car: The Gas Pedal, The Steering Wheel, and The Dashboard. The Gas Pedal The speed at which your business grows is determined by how many new customers you are adding to your business every day, every week, every month, and every year. Your customer acquisition process is the “gas pedal” that determines the speed with which your business grows. How adept you are at putting new customers into your business will determine your growth rate.

The gas pedal determines how fast your car goes. While there are many other factors determining whether or not you get to your destination, the gas pedal provides At a basic level, it takes just three things to build a the speed for getting there. business with the potential to generate millions of Otherwise, it’s like going down the highway at 10 dollars in revenue annually, and provide the owners mph where you risk getting passed by everyone else with $1 million a year or more in spendable, trying to go the same place you’re trying to get to. personal income. You’re going to get there, but not nearly as quickly. If you invest the time and money in building a proven, optimized customer acquisition and sales systems for your business, you will have the opportunity to build a VOLUME 3

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million-dollar business and get there faster. Think of this significant increase in profit for your business and that as your advertising, sales and marketing process. can mean the difference between success and failure. With rising advertising costs, it’s imperative to have The Steering Wheel effective strategies for increasing your bottom line. The steering wheel in your car is what helps you use How can you sell more to the customers you already your speed and momentum, and direct it towards your have? What other products and services can you offer desired destination. Similarly, the steering wheel in your them? Are there impulse items (cheat sheets, templates, business is your ability to maximize your customer value top 10 lists, PDF’s etc.) you can easily add to an existing by increasing: 1) The average sale value per transaction purchase to increase the initial order value? Are there in your business and 2) the frequency with which your medium to higher priced up-sales, downsells or crosscustomers come back to buy from your business. Think sell products or services you can offer to them at the of this as your testing, optimizing and upselling process. point of purchase? This is when they are most likely to Many business owners equate marketing with simply buy again after just purchasing. generating new customer traffic into their businesses. Do you have or can create big-ticket items some of Its true new customer acquisition is your gas pedal, and your customers can buy? A certain percentage of it determines the speed at which your business propels your customers will also buy more expensive, high-end itself to its destination. But you can’t safely steer around products. Are you offering those to your customers as a corner if you’re just flying down the road at 70 or 80 part of your mix of products and services? If not, you mph… and if you aren’t steering your business, you are could be leaving a lot of money on the table. not very likely to arrive at your destination safely, if at all. Next is increasing the frequency with which your customers are buying from you. Are you communicating For example, if you don’t know your numbers and aren’t regularly with your customers? Do you have an email optimizing your advertising and marketing process, list of customers who have bought from you in the and instead just throwing more money at growing your past and can you offer them a ‘rewards’ program business, you might find out that you’re actually going or incentive for repeat sales? Are you sending your out of business. customers information and following up with them What happens when you throw gas on a fire? It burns regularly by email or social media to make sure you more quickly, and in a sudden burst of energy it’s all stay on their minds? gone. Whereas, giving more gas to a finely tuned The Dashboard business engine can increase your speed and get you there faster in a more controlled way. If you’re speeding down the road and don’t know where you are going, how likely is it you’re going to get to your To do this, you need to maximize the value of each destination? customer by increasing the average purchase your customers make (for examples using 1-click upsell Consider this scary scenario: Nothing looks familiar, offers, order form bump offers, follow up email offers, you make a turn, you don’t know how fast you’re going, etc.) and also by increasing the frequency with which you don’t know how many miles you’ve gone, you don’t they buy from you (for example by offering recurring know if you’re any closer to your destination, it’s getting monthly subscription services, memberships, and other dark, and you don’t have any way of telling where you continuity offers). are. You’re driving your car down the road, you’re able to steer it well, but you have no idea where you are McDonald’s is famous for increasing a customer’s going, where you are, or how fast you’re going! average purchase with its Value Meal. Instead of somebody walking in and just getting a hamburger Without a dashboard with its different gauges providing and a drink, if they order a Value Meal, McDonald’s you information on miles driven or the amount of gas increases their average purchase by asking ‘do you you have left, there’s very little chance you’re going to want fries with that?’ or offering you a ‘super-size’. end up where you want to be. This is why business metrics and key performance indicators are so Simply adding $.79 to the purchase price may not important. They make up the dashboard sound like a lot, but it added a 20-percent increase to each sale and billions of dollars to their bottom line. If you can increase the revenue of each sale by 20 percent in your business, you can potentially create a EDITION 3

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of your business

important warning sign you are steering off the road. If you pay attention to this warning, you can steer around You have to capture information about your business, issues you need to fix within your business. so you are able to track how well you are getting to your destination. You may have a finance degree from Key Point: Increasing each of these by a factor of 2x a university, and be able to create an income statement doesn’t just improve your business by 6x (2 + 2 + 2), it and a balance sheet to tell you how much cash is in increases logarithmically, so the end result is 8x (2 x 2 the bank and whether or not you made a profit last x 2) which can mean huge increases to the bottom line month. But those financial statements are looking at the past. This is like driving your car and only looking in the rearview mirror. You can’t get to your destination if all you are doing is looking behind you so you need forward looking indicators, telling you in real time how your business is doing. So here are the 3 best key performance indicators (KPI’s) that business owners building businesses generating $1 million in profit use to track their progress: Average New Customers (ANC): This is your speedometer. Business owners need to track their new customer acquisition all the time. How many customers did you get today, this week, and this month? Compare this to your new customer acquisition goals, so you will know how fast you are traveling toward your target. This tells you exactly how quickly you’re reaching your goals. Without new customers, you won’t go very far. Average Customer Value (ACV): This gives you information about one of your important metrics that over time helps you know whether or not you’re growing. If you’re able to continually increase your average customer value (ACV) in relation to your cost to acquire a customer (CAC), then you’re growing in the right direction. Average Customer Frequency (ACF): This is another important gauge of how well you are steering your business. How often your customers are coming back and buying from you? Tracking this information is like having a “service engine” light on your dashboard. It gives you a warning if a customer hasn’t come back to you in a while, so you can follow up with your customer and find out why or try to fix that problem with a customer re-engagement offer.

by improving all three areas: Your Total # of Customers x Average Customer Value x Frequency of Purchase The best way to monitor these three elements these days is with technology. What makes running a business enjoyable, similar to air-conditioning in your car, is a set of business systems to operate your business without your daily and direct supervision. These kinds of systems also empower employees to run the business without direct daily supervision and allow the business owners to enjoy a stress-free lifestyle, without being permanently tied to their business. Running a business without these type of feedback systems can be extremely dangerous not to mention stressful. This is similar to driving a car without air conditioning on a hot day. You’ll still get there but it will be a miserable ride. Running a business is much like driving a car in the sense that once you learn how to do it, it’s a skill you will have forever and can do without thinking about it.

Experienced drivers can drive for 30 minutes and then suddenly realize they haven’t even been thinking anything about driving. Maybe you’ve done this too. You’ve been stopping at lights, changing lanes, making It’s important to know if a customer has found a new turns, and travelling for miles and then realize that you company to buy from, if they had a bad experience, haven’t been thinking about driving because it’s now or if they have simply lost track of you. If you have second nature. a significant number of customers who haven’t purchased from you in a while, that’s an You’re experienced at regulating the speed of the car, knowing how to safely steer around other cars on the road, watching the gauges and monitoring your speed, and even have the A/C on to make sure you are comfortable. You can adjust all of those things at VOLUME 3

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any time without giving it a second thought, because businesses like a seasoned race car driver. They know you have learned to trust your car’s indicators and watching the average sale value and the frequency of dashboards. sales are critical factors of running a business. When the average customer value gets off track, they know they You also know there are predictable outcomes when need to make some changes. you do certain things. A specific action by you creates a known outcome. You as the driver know all you have If customers aren’t coming back frequently enough, to do is push a certain button, and the window will they know they need to correct their steering. These predictably go up or down without having to take your business owners keep an eye on their dashboards and hands off the steering wheel and temporarily being the information they need to know to succeed, and you distracted from driving by having to manually turn a can too. Not only can you… You must if you’re going to knob or handle by hand. achieve sustainable success in your business. Automation is key here as it is with any online business. Experienced business owners who know how to create million-dollar businesses, are like experienced drivers. They understand how to effectively use the gas pedal of their businesses; the marketing of the business - and how necessary it is to generate new customers. They can increase the new customer flow if they need to accelerate a little bit; they can back off when they are going too fast. They keep the flow going because they understand how it works, and they know what is necessary to achieve their goals. The most successful and experienced business owners know how to handle the steering wheels of their

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There’s no better feeling in business than knowing that every $1 you spend or invest into your business will result in $2, $3, or $5 in return. If you know your numbers, and how changing these variables here will result in bottom line revenue improvements for your business, you have control of your financial future.

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Mind the Gap: Confidence vs. Arrogance! Article by Jeff Klubeck

as a feeling of self-assurance arising from one’s appreciation of one’s own abilities or qualities. Arrogance has a more negative definition; an insulting way of thinking or behaving that comes from believing that you are better, smarter, or more important than other people. Confidence is usually a term used to describe how you see yourself, but it doesn’t have to be used verbally. Most successful people have confidence in their abilities and while they may not verbally state that they are confident, their actions will reflect their mindset. Actions speak louder than words, especially when it comes to demonstrating confidence.

During my visit to London for the 2012 Summer Games, I got inspired for a blog series. In the London Underground, “Mind the Gap” is the constant warning to “see and beware” of the space between the platform and the train door…literally a matter of life and death! Boarding my blog, however, is a 2-minute focus on the “valuable difference” between words or concepts that, Arrogance, on the other hand, is not a term used without much thought, are used interchangeably. very often to describe oneself. You will rarely ever hear someone describe himself or herself as being What IS the difference, for example, between arrogant, but you often hear people call others Confidence and Arrogance? arrogant. Calling someone arrogant can be a double Sometimes, a confident person may seem arrogant to edge sword. Usually, the person accusing someone of others, and sometimes an arrogant person thinks (s)he’s being arrogant is actually the arrogant one. How does just being confident. These terms are often confused this work? and they both have meaning behind them when being If you perceive a negative quality in others, you used to describe yourself or someone else. First, let’s get are most likely PROJECTING a quality you possess the boring stuff out of the way, that’s the dictionary yourself. terms: Remember, Mr. Miyagi says “Best way to avoid Confidence in terms of this post and punch, no be there.” So, pause before you think or in a business mindset is defined actually accuse someone of being arrogant. Are they really being arrogant or do you just have a lack of VOLUME 3

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people do not need to make themselves feel better at the expense of another. Again, MIND THE GAP! Arrogant is never a term we use to describe ourselves and IF WE ARE TRULY CONFIDENT (the term we use to describe ourselves), we will have NO NEED to accuse others of being arrogant. The truly arrogant person needs confidence, not judgment. And the truly confident person can be a difference-maker in someone else replacing arrogance with their own confidence. In sum, be careful of that which you accuse others of… it just may be a projection of your own self-worth and put your OWN “confidence/arrogance” balance in question.

your OWN confidence? And even if they ARE being arrogant, what would a confident person do in their presence? Either ignore or HELP them…but confident

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If You’re Leveling Up Your Business, Better Level Up Your Life Article by Hilary Jastram

When you’re working hard on your bottom line don’t forget your money mindset work, too.

every emotion that comes out of that experience. And surprise, that means calling on our human reality again. It means feeling emotions that don’t feel so good: jealousy, fear, grieving, overwhelm, and disbelief and it can also mean contending with the deep rattles that will shake your foundation. You will realize exuberance can seem an awful lot like panic!

This past year, I have learned that you can’t just level up your business as a sole endeavor. Leveling up your business means that you will view not only your business in a new light, but you will see possibilities where none might have been before. You will have to come face to face with the virtues you have possessed as you lived a Yes, you are implementing various methods in your comfortable life, but one that was relatively safe. business. You are automating steps, but how are you feeling about it all? What I mean is that there is a difference in living a life where you strive with every breath of your being to take Where else are you leveling up in your life? risks…with your time, money, future, relationships, etc. If you haven’t done the work to hold onto your money, You simply can’t be the same person as you were it will be gone as soon as you get it. before…after all, can we be the same person year Money mindset work is imperative if you want to build after year…without experiencing a significant shift a lasting frame in your life. in business? Of course, not, because it’s our job as humans to change. It is our job to adapt, to morph and Money mindset work needs to be focused on by both transform. So, when you undergo the transformative people in the relationship. process of simply being human and add in the element of game-changing business circumstances you are Roles need to be discussed and understood. going to have a come-to-Jesus talk with yourself and Time needs to be respected. likely with your partner. People need to be heard. There is a comfort in sameness. What is scary about expanding your business and why? There is comfort in predictability and when life is shaken up in negative or positive Are you actually afraid of having money? No, this isn’t ways, we have to acknowledge some alternate, crazy dimension. Our relationships with money are complex and we usually don’t even bother to define this dynamic.

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So, how are you really feeling about what’s happening? people you love the most are met…and even…exceeded. Is your partner on the same page? Ignore these emotions and suddenly, they will become too big to keep under wraps and as all emotions do, they will come out some other way…and maybe even sideways. So, before you take that business class and invest in leveling up your company, take a moment and try to anticipate what it will mean to you and your family to level up your life.

I heard plenty about how I was working too much and because I didn’t feel like I was getting enough done, I didn’t take in the messages. It wasn’t until we had an argument that I forced myself to listen to what my husband was saying. It wasn’t okay that I was finding refuge in work from other stresses. It wasn’t okay that I was disengaging in my life because I was trying to outwork the fears cropping up surrounding my business…and surrounding my fears that I would change into a person I wouldn’t recognize.

Here are some real and raw questions to ask your Sound familiar? partner: It’s okay to acknowledge these alien feelings about success and it’s more than okay to work on them. • What do you like about having more money? • What makes you uncomfortable? It’s even alright to adapt your plans so they fall more • What do you think about the time spent in line with the most important people in your life. You working and is what we are doing working for can still scale, but it definitely feels better to do it with our family? support and the full awareness of what our values are… • What can we do to address what we are fearful even if they are misplaced and we need to change about? them to accept abundance. • How can we better support each other as we grow? The only way that the state of our family and • In what ways do we need to spend time as a relationship improved was to take my family members’ couple/as a family? feelings as seriously, as they took mine. When we did • Can we find a compromise between the work this, we could move forward as one unit, able to agree that needs to be done in the business and at with the decisions that we chose together. home? Try to be open as you talk to each other honestly. It’s easy to feel as if the one who is doing the work is on trial, but this is an area of mindset leveling up and if you are going to preserve your family, you need to have these conversations. You need to make the commitment not only to work those extra hours but to invest in improved communication and to ensure the expectations of the

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Before Switching Your Systems Article by Ashley DeLuca

When clients do not consider the big picture strategy, it is our job to remind them. Too often a new and flashy system comes out, but it makes no sense to invest the time and effort to switch. We all love new toys to experiment with, but we need to consider if it goes wrong. On my table, I keep all the options open for questions and review. On the flip side, it could be a perfect fit as you help your client scale their systems. Always consider both sides of the coins with a pro and cons list. You can never go wrong with one. When it comes to the tech behind my client’s funnels, I am always looking at what they are currently already utilizing. As a service provider, I am always putting myself in my client’s shoes. Putting service before profit, I always evaluate my client’s current systems and align them with their requests. As you look to serve others in their funnel building, consider these three questions before jumping to another platform. There are no right or wrong answers here. First, how are their current systems meeting their needs? Consider both their immediate and future needs as you evaluate. If on the urgent side, it is always best to take a moment to consider all the options on the table. Often, I have found the biggest mistakes made were due to haste.

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Second, will this save your client in some way? Time is one of our most precious resources. If this system allows your client to save time, resources, or just merely help make their lives a bit easier, it should be brought to the table. When a client comes to me with concerns, I always keep them in my notes to consider the next steps are moving forward. Even if they are not ready to move yet, when the time comes, you can be sure to make sure those needs are addressed As we put our client in front of our minds, consider how this switch would help them in other areas of their business. If the switch is a cost increase, this will also help you pursue the value of the switch to your client. This is key to being able to win over a client who always is number focused. Thirdly, we must consider the results. Those of us in marketing are very fond of results. If after doing question

one, you have determined it will provide an increase in No matter what system you are considering switching, results, it’s another green light. Green for money that is. keep these questions in mind. They will help guide you as you move forward and aid you in the right direction. At the end of the day, we are paid to build and provide When you put your client’s first, you will win alongside results. If a switch will help, use this in your favor to help them. push the switch. If the results were not there, the new system would not be on the table for discussion. After going through these same questions with a client of mine, we switched her email systems from MailChimp to Active Campaign. She has more opportunities than ever before to segment and monetizes her list. It’s a winwin.

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