Question: What lessons do you learn from funnels that don’t work out?

I thought it’d be great to hear a story from you about a funnel that you just thought was going to kill it. You thought you nailed it, you put a lot of time in it, and thought “man, this thing’s really gonna knock it out of the park!”… and then when you launched it, it didn’t work out. Maybe you don’t have any stories like that, but I think you do ;-) What did you learn from that? And what can we, as newbies to the process, take away from that experience? What lessons did you learn?

Question Featured on Episode 2 - #AskRussellAnything



Answer:

 This is a good question. I’m kind of embarrassed about it because my funnels flop way more than you would ever believe.
 
When most people get an idea for a funnel or business, the first thing they do is they tell everybody they know. That’s the stupidest thing you can do.
 
When you have an idea for a business, just shut up. Unfortunately, people in your life, are not going to be all in on your new idea. You’re going to be so excited and fired up and tell them and what’s going to happen? They’re going to talk trash and say, “Oh good job. Good luck with that.” And that’s what’s going to happen over and over again.
 
So then when you go out there and start trying to create this thing, you have so much stress and anticipation. If it fails everyone else is like, “Ha! I told you so.” It’s horrible.
 
So the other day, I told my team “We’re almost ready to launch the app.”
 
“What app?” they said.
 
“Oh I didn’t tell you guys about it. We have an app coming out I’ve been killing myself on.”
 
I don’t tell people a lot of times ahead because I don’t want that stress and pressure.
 
We’ve got a guy here doing YouTube training right now. He told me, “It’s weird, I’ve seen a lot of success from wrestlers. Why do you think that is?”
 
I think the reason why is I would go out there and step on the mat in my singlet. I’m all nervous and awkward as I go out to wrestle someone. A lot of times they’d beat the crap out of me and my dad would film everything.
 
So that night we’d come home and I’d be all sad and depressed and we’d watch the film. And my dad would watch me, he’s like, “Ah, he got you here. He’s reaching an arm here. Look your elbow went up. You stepped too fast. You’re out of position.”
 
And we’d take notes of all the things I did wrong and we’d go to practice the next week. We’d practice keeping my arms and my head and keep practicing. I’d get better and better. I would go back to the next match against the same person and I would win.
 
My junior year, my goal was to be state champ. My first match was against Nick Fresquez from Hunter High School. He took second place in state the year before. I thought I was going to show everyone. But I went out there and he kicked my butt. It was embarrassing.
 
I was so depressed. My whole identity was that I was going to be a state champ. I told everyone all summer long. Then I lost the first match and everyone’s like, “I thought you were going to be a state champ.” Angry.
 
But my dad captured my match with Nick Fresquez. We watched it every single day for 4 months, that’s the wrestling season. Every day for 4 months, we watched it and drilled it, watched it, drilled it.
 
And then me and Nick Fresquez met in the state finals. It’s interesting: he beat me 8 to 4 in the first match of the season. This time, I ended beating him 8 to 4. And the final move in the match was the same move he had done to me. I had never seen the move prior. I practiced it for 4 months, and I used his move on himself and beat him.
 
So now I don’t freak out on the funnel flops. And it flops often. It sucks. But since I don’t tell anyone, there’s no pressure. Only I know it flops. Everyone else saw and they’re like, “cool, that looks awesome.” And they don’t know.  
 
Most of the time the funnel barely even breaks even the first round. And then we make all these adjustments, and try again. That’s how it works almost every time.
 
What’s the price point thing you’re selling? Let’s say it’s a thousand dollar product you’re selling on a webinar. So I take a thousand dollars and gamble on it. I put a thousand dollars in and drive ads for a week. A thousand dollars disappears, I then look at the metrics. Did I make a sale? If  I made a sale, I say “sweet, we broke even.” If I don’t make a sale, it doesn’t matter because I have the data now.
 
Then I look at every single page. How much did I spend per click? How much did it cost per opt in? What was my opt-in rate? I look at all the numbers in the funnel and then based on that, we make the tweaks and changes.
 
Then I go back and spend another thousand bucks to see if I can break even. If I didn’t, I do it again until we break even, or are profitable.
 
So don’t stress out about a funnel flopping. It happens all the time.
 
But every time you figure one funnel out, it all compounds. You get more customers to come in. You learn more, you understand, it gets better and better.
 
Don’t worry about flopping. It’s going to flop. My Inner Circle members always tell me when they’re about to launch their webinar. They’re all stressed out.
 
They’re say, “What if it doesn’t work?”
 
I tell them, “It’s not going to work. Just bank on that. Spend a thousand bucks and call me next week. We’ll look at the numbers and start over again.”  
 
Really?”
 
“Yeah, it’s going to fail, don’t even worry about it. Tell your mom that, tell your sister that, tell everyone you’re going to fail. Then you’re not going to get that added stress and pressure. And you’re not going to message me crying afterwards because you’re planning on it failing.”
 
The market is going to tell you. They’ll tell you whether you’re right or wrong. And if you’re wrong, then it’s not something personal. You don’t understand the market. You make the tweaks and adjustments and then you go again. That’s how it works.


DropTheMicShow w/ Russell Brunson

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Episode 2 – #AskRussellAnything

Episode 2 of the new instagram hit "Drop The Mic Show"

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Who is Russell Brunson?

Over the past 10 years, Russell has built a following of over a million entrepreneurs, sold hundreds of thousands of copies of his books, popularized the concept of sales funnels, and co-founded a software company called ClickFunnels that helps tens of thousands of entrepreneurs quickly get their message out to the marketplace.