My 2-Min Takeaways

First of all, I’m not a fan of Russell Brunson’s Clickfunnels pyramid scheme, BUT I do think he can teach us a lot about marketing and selling online. Here are some insights from the book that I found useful - the tactical second half of the book is more of a Step-by Step How to Build a Sales Funnel, which full-disclosure, I kinda zoned out on.

Deciding:  Who do I actually WANT to work with? It might as well be people I like, and best of all as business owners, we get to choose.

A business is not about products and services, it’s about the RESULT you get for your customers. 

Create a value ladder- from a free product through to your highest priced, most exclusive offering. Your free offering is the start of your sales funnel that moves your client through each product level.

Traffic you OWN is the best kind, so the goal is to get as many people onto your email list as possible.  Paid traffic is second best as you can control who sees your products, but the obvious downside is it costs money.  Get them on your list!

This is the bit I found most interesting in the book - the concept of The Attractive Character.

Build your communication strategy by creating an Attractive Character.  The four principles behind this are:  

• Having a great backstory to show buyers where you came from.
• Speak in parables - little stories that illustrate a relevant point.
• Share your character flaws.  No one likes a ‘perfect’ person, it feels alienating.
• Polarise your audience. Have opinions, stick to your guns and don’t be afraid to be unpopular with some.

Take on an identity such as a Leader, Adventurer, Evangelist or Reluctant Hero.

Use one of these six basic storylines to communicate with your customers. 

1. Loss and redemption
2. Us Vs Them
3. Before and After
4. Amazing Discovery
5. Secret Telling
6. Third Person Testimonials 

Have a High-Drama 5-day email sequence that warms up your leads when they do sign up to your list. Have an entertaining, conversational ‘Seinfield’ style daily email to your list to maintain interest. (Russelll details out full example email scripts in the book for both of these)

The final part of the book describes tactics for reverse engineering a successful sales funnel, and building your own based on the seven phases.  He gives plenty of examples and scripts meaning you COULD walk away with no prior experience and just create something today if you wanted to.

This bit was a bit too tactical for me right now, but I will return when I want to follow some of the examples.

Want all of those scripts, email examples and the step-by-step funnel guide?  Buy the book, Amazon link below.

https://amzn.to/2LZz7N4