In some marketing circles – especially here in the UK – there’s some scepticism about ClickFunnels, as well as a degree of mistrust in their founder, Russell Brunson.
Some people consider the platform to be a bit spammy, and there are some who don’t have a lot of positive things to say about Brunson.
But, as a long-term user of ClickFunnels, I felt it was right to go to Funnel Hacking Live in Nashville.
Quite honestly, I didn’t know what to expect. I didn’t know if it was going to be a pitch-fest, or whether it would hold value.
One way to find out.
But let me tell ya, I’m glad I went… it was incredible.
Hanging out with a Funnel Academy member.
Sure, some companies have used ClickFunnels for spamming and to manipulate their audience. But – I think – it’s unwise to throw the baby out with the bathwater.
I’m not blind to the perceived negatives of ClickFunnels. In fact, I’ve talked at length about the pros and cons of the platform. I’m not afraid to point out its shortcomings.
In the right hands, ClickFunnels can help you to grow your brand, increase your customer reach, and expand your customer base.
So, armed with nothing other than a boundless supply of enthusiasm and a keenness to learn something new, I packed my bags and headed off Nashville to learn from the ClickFunnels founder and marketing guru, Russell Brunson.
And I found myself with a renewed sense of respect for ClickFunnels, which I’m going to share with you in this blog.
Here are three things I learned from Russell Brunson.
The Top Three Things I Learned From Russell Brunson
I’d never been to Funnel Hacking Live (FHL) before. I didn’t know what to expect, but I went with an open mind.
I expected some excellent networking opportunities and some useful tips. And I found that it supplied five, very full-on days of 12-hour conference sessions.
It was exhausting but very very inspiring.
And I was astonished to discover three very significant things that are going to help shape the future of my business.
Can we trust Russell Brunson?
It seems like a strange question to start with – but it’s a question that marketing people around the world are asking themselves.
I’ve been a big fan of Russell for many years – I’ve read all of Russell Brunson’s books – and I’ve found them massively valuable.
Who Is Russell Brunson?
Russell Brunson’s net worth is estimated at $37 million. He’s been described as a “marketing genius” and a “serial entrepreneur”. He’s been in sales and marketing for over 20 years, with a business portfolio that would intimidate Gordon Gekko!
He founded ClickFunnels in 2014, introducing the SaaS that helps you create high-converting sales funnels.
In just 6 years, they have grown their user base to over 100,000 users.
Russell Brunson’s Books
Going to #FHL2020 and hearing from Russell in person gave me a renewed sense of reverence for the contribution he’s making to the marketing community.
He comes across as passionate and genuine. And the points that he taught – I found – were life-changing.
Interested in Russell’s books? I reviewed DotCom Secrets here.
1.The Power of Frameworks
Russell talked a lot about frameworks.
He explained that everything you do as a business should be focused through a framework that takes your client or business partner on a clearly defined journey from A to B.
We’re in the business of getting people results and finding a uniform path to delivering them consistently.
A framework would work for:
- A weightloss journey – going from 14 stone to 12 stone.
- Generating leads – understanding the journey from enquiry to customer
- Helping someone overcome anxiety – recognising a problem and helping them address it.
We should consider the process we use from inception to delivery. Because your process is probably repeatable and a framework for future efficiency; getting things done uniformly.
For example, when we work with new clients at the Funnel Academy, we use the VF method. It defines how we bring people from not knowing who we are to understanding what we can do for them.
Giving your framework a name transforms it into a sellable process. It means that you can transfer that framework to your customers; in this case, helping them become better at chasing, following, and closing leads.
Once you have your framework, you have evidence to represent what it can do. You know how long it takes, and how much it costs: your value proposition skyrockets.
Your framework might not be for the product or service that you sell. It can be a framework for the administration side of your business or the process you follow to create a marketing buzz about a new service.
2. How To Structure Landing and Sales Pages for Optimal Conversions
There are three types of buyers:
- Emotional – people whose purchasing decisions are based on their emotional response to a marketing campaign or a product. Half of all clients are driven by their emotions.
- Logic – people who use reasoning and comparison to draw them towards decisions. They might look at several similar products to ascertain which most appropriately meets their needs. This is 30% of the market.
- Fear – people who buy because of urgency or scarcity. This makes up 20% of the buying market.
So, with these categories in mind, we should design our landing and sales pages to satisfy these purchasing behaviours.
But it’s not just our landing pages and sales pages – it’s everything: our email campaigns, our ads, and our content.
Everything we produce in a marketing capacity should be addressing emotion and logic, with a sensitivity towards the fear factor.
50% of our buyers are emotional.
So, we cater to those first.
Consider making the top of your landing page an emotional hook. Get your headline to spark an emotional response. Create a video that plays to the viewer’s emotion.
30% of buyers act on logic.
So, after our emotional content, we build our logical argument by explaining the benefits.
Tell the customer the reasons why your product or service is for them; backing up the emotive signals that opened the pitch.
The final 20% of buyers respond to urgency.
So, if you’ve captured their attention with the emotional and logical messages, consider how you might create a sense of time-bound scarcity.
It doesn’t necessarily need to be a countdown clock, heading towards the end of an offer.
You can create tension through the literary semantics of your proposal:
Can you afford to let this offer go? Can you really do without my help?
That type of thing.
3. The Dream 100
One of the best ways to drive traffic to your site/funnels is through joint ventures.
Create a list of 100 people who create content that reaches an audience similar to the ones that we’re aiming to tap into.
- Which podcasts are there in your field?
- Who writes a blog that our customers are consuming?
- Who has large mailing lists you’d love to reach?
Find out who your audience is connecting with, and try to communicate with them yourself.
Offer to guest blog or to appear on their podcast. Have them on your show.
This gives us access to their audience and – hopefully – gets a new audience for yourself. Ultimately, you’re looking for the potential to offer your product or services to that new audience.
The FHL event was a brilliant opportunity to explore more about funnel management, but these three points were my light-bulb moments.
Attending the event allowed me to reflect, learn, consider, and discuss. And these are the new insights that felt really significant.
It was probably the best marketing event I’ve been to. The ticket price for the five-day event was just $997, which represented fantastic value for money, in my opinion.
It was an excellent opportunity to meet new people, to be inspired, and to return to the UK with a fresh, energetic attitude.
Worth its weight in gold, to be sure.
I’ll certainly be seeing you at Funnel Hacking Live next year!
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