Original subtitles

And this. Is obviously for.

Probably 5 or.

Six years. This is the only type of

funnel. That I ever.

Did a lot of these other variations are things that we've kind.

Of developed and pioneered a lot more so in the last five or six years, but the

first decade we pretty much were doing.

Video sales letter funnels and sales

letter funnels. And so I want to take a step back in time

so you understand where these things.

Came from sometimes like.

Oh this? Is a funnel like it just came?

Because some guy was.

Really smart and figured out and the

answer is. No, it came from people, who are now

dead? Who are way smarter than us and we're

just basically. Copying them. Ok.

If you rewind pre Facebook, pre Myspace, pre Google pre Internet.

Ok back when the way we got all of our communication was through a phone.

Line or by the.

Postman coming to our house and dropping

off letters. This is where this whole this whole.

Concept of sales letters and video sales letters was.

Pioneered, in fact, probably all the way back.

Actually not true, I.

Did some research for the traffic secrets

book. Trying to figure.

Out when? The first cells there's ever whoever

done, and I don't remember the exact date, but I remember finding the very

first sales letter was basically, people are trying to raise money and they would,

send, these letters in the mail to try to raise, to raise money and so anyway, so

if you look.

At this image.

Here the old.

School sells. There's the way that.

These would work is that a? Marketer like me or you would go?

And they rent.

A list and say.

Ok, I'm selling a.

Fitness product. I'm going to find a.

List of people.

Who bought in fitness products in the

past and they rent the.

Buyer list.

Then they write a letter.

A big old sales.

Letter had a headline and then a copy and then.

A sub headline more.

Copy and then the back have an order

form. They take the letter.

Fold it up.

Put in an.

Envelope and mail it to.

People who they.

Knew were probably.

Likely to buy some type of weight loss

product. They send that letter out.

And they. Sent out a thousand letters to try to get

a 2 % or 3 % response rate, right? So send 100 to get three orders they get

thousand, they get 30 orders.

And that was how the whole game was

played. Ok. Prior to the asked how direct

response marketers made their money either direct response on radio or on TV

or the majority of it was happening through direct mail?

Ok. And so I don't know about you guys if you if you remember.

Getting sellers like this.

You excited if you stream away.

But I geeked out on him.

My whole journey started.

Back when I was.

About 11 or 12 years.

Old like you read, theoriginal.com, secrets book.

You remember the story in there, but my dad one night was every night he'd

watched the news after news.

Would was over he'd.

Be working, doing his business on the side and usually made me go to bed.

It was a weekend and for some reason.

He did make me go to bed.

I watch the.

News with him, the news ended.

And I was like waiting from to go to bed.

He didn't. I'm like, Oh my gosh, this is

so cool. And then minutes later, Mash came on.

His number of mash.

As the next show after the news, every

single night of the mash came on, I was like, this is amazing like my parents

watched mash. I've never seen it before and I don't

remember. I didn't really get.

Many of the jokes, but it was just cool to be hanging out my dad.

And then mash got over.

All of sudden it flipped over to these

infomercials and the first infomercial was.

By this guy named Don Lapre.

And he's teaching how to make money with

tiny little classified ads and you, guys, remember those ads?

If you're not, you go to YouTube and Google.

Go to YouTube and YouTube.

Type down the pretty tiny classified ads.

You'll see the old infomercials, but these infomercials.

Changed my life.

I sit there.

Watching it's like, Oh my gosh, remember the story, he, told, he said.

You know.

He's like, I placed a classified.

Ad in newspaper and I made 30$ profit.

I told my friends and my family, they

kind of teased, me, and I took that same ad I placed it in a thousand.

Newspapers and I made thirty thousand dollars profit i remember he said that I

was like what what? Freaking out looking at my dad who's like

doing his taxes or he's doing I'm like, dad, are you paying attention?

Like he's not I'm like freaking out.

And then by time infomercials over, I'm

like, I am sold.

Because the 12.

Year old kid didn't have the 40 bucks I needed or a credit card.

To order. This thing so I'm freaking out.

And I wrote down the phone number I called.

My I told my dad like, we need to get this.

Doctor smiles like you know, OK.

I know, but we.

Have to have this.

And he finally told me he's like, well,

I'm not gonna.

Buy it for you if you want to work for it

you. Can so you may go out and.

Mow the lawns and do gardening and for the.

Next six weeks whatever i did everything I could earn my 40 bucks.

And I finally got done.

I remember.

This is kind of a funny Side Story, I.

Remember I had the.

Phone number I was going to call, but I was like.

I remember in the infomercial they said that.

If you call in the next 5 minutes, you.

Three other bonuses, three other bonuses.

And I was like, Dad, I have those bonuses, so we.

Can't call right now.

We need.

To get the infomercial.

They called their infomercials like don't

miss. Out on these three, bonuses, and I

remember like. Sitting there every night with him, I

like tell him, like, if it starts playing the ad, come wake me up.

Come wake me up.

And so a couple of nights and one night

comes in. Hey, rustler playing.

Yeah, I'm like.

What and run out?

There and get all excited and we watch.

This is the number comes out.

I called them on the.

Phone and then hand it to my dad and.

He did put the credit card in and.

Week later I get.

This kit in the mail and I'm like freaking out list reading all this stuff

and it was awesome.

But the biggest problem?

I had is that as a 12 year old kid I didn't have the money to place a

classified. Ad or a product?

To sell, I know what to do.

But I was obsessed.

I got.

The gist remember, like a couple weeks

later, I was with my mom at the grocery store, walking around.

And we saw this magazine.

It was.

The small business opportunity magazine which if you have ever.

If you buy a magazine, you always.

See, there's always.

Like cartoon faces.

On like how to get rich quick through

whatever. And I looked.

I was like, Oh my.

Gosh, I want to.

Get rich quick so.

I got it on flipping through.

And all these ads in there, I'm like mom can.

You please. Please buy this for me and she's like

you're ridiculous. And finally, she said, yes, pays the five

bucks, buys the magazine for me.

I get home and start opening it.

Up and. Every single page.

Is an ad for a.

New way to make money.

Like one was like how to sell gold chains at the mall to make money.

One was how did paint? Glow in the dark stars.

On the ceiling to make money for people like all these ideas and every single one

of them had a one 800 number to call.

To order free.

Information kit. So I started calling every single one like literally I.

Think it was 144.

Page magazine.

And there were four pages of articles and 140 pages of ads, so I called all hundred

and forty of them.

And what happened is.

That every single person.

Sent me out their info kit and then

guess. What they?

Sold my name to.

Other direct response marketers and they

sold to other.

People, and soon I was getting.

Hundreds of letters single day the mail and it was amazing.

So I tell this story because I was like a 12 year old kid and I.

Would get these cells letters in the mail.

And I get it.

And I look at the envelope and the

headline on the envelope.

They have friends.

They have a copy on the envelope.

Like you open up to learn how to make

money. At your local mall?

My God.

I open it I.

Pull that into this huge letter.

I read page one and page 2 read every

single one of.

Them, and then they always have.

An order. Form like oh.

And remember, as I was doing that, there was two buckets.

One I read I'm like.

That sounds stupid.

One I'm like.

This is the greatest idea of all time.

I must beg my parents for my credit card to order this kit.

I have like the two different piles and so for me like as a.

12 year old dorky.

Kid, I was reading.

Cells that I felt like I was just obsessed with this thing, right?

And, you know, a few years after I got into wrestling and I forgot about selling

stuff. And I got.

Scissors wrestling and then I.

Wrestled the BYU they.

Cut the wrestling.

Program and went.

On a mission for two years for my church.

After that I went to Boise State and.

I started wrestling in Boise State.

And about that time is when I met my.

Beautiful wife I.

Proposed to her, she said yes.

Without knowing that.

I had 0$ and no job and no prospects

because I. Was wrestling and we decided to get

married in. About two or three weeks before we.

Got married, I was like.

I had to figure out how to pay for stuff.

Because I have 0 dollars it's funny how these things go through your mind as

you're proposing and everything.

It's just like later you're like,

How are we going to eat anyway? And so I'm sitting, there, and that night

I see an ad.

For this how to get rich?

Quick on the Internet thing and it was like this event is happening local

holiday. Inn which is actually.

Not too far from.

Here and I was like.

Oh my gosh, I'm rich.

Interest I.

Called the number, got the tickets.

Went to Holiday Inn and I'm sitting

there. And I remember the.

Dude sitting there talking and he said he started showing.

These things he said this.

Is a sales letter.

It's like, it's like a big long letter.

And it's a it's a web page has this huge.

Letter and we're going by ads we drive.

People to sales letter and if like.

1 % of people buy.

Like, read it.

They buy the product.

You make money.

And as I'm.

Looking I was like, Oh my gosh.

This is exactly what, everyone's, doing with sales letters.

Like back when I was a.

Teenager right. They were fighting.

A list of people.

Interested in topic?

They'd right.

Along for themselves, they put it in.

An envelope put a stamp.

On mail to somebody.

And hopefully. One or two?

People bought the thing.

And ask they made money this.

Same thing you.

Just instead of having a printing it's.

Just this long website, the sales letter you drive people who are interested to

the sales letter and try to get one or 2 % of people to.

Buy and I have my.

Mind was just blown.

I was like, I already know what they're.

Doing this is amazing i started freaking

out and that was where I got started in this business.

Ok. And from.

There I started like finding all these websites.

That long form sales letters and at first I was always.

Confused by it because.

I was like.

Why someone read this is so long, but then the right cells letters the ones

that had information that I was.

Interested in I would read 6070 pages of

copy sometimes and by the time I got the bottom I was like, I must give these

people money like.

I have to right?

I'm supposed to have been.

Sucked into a really good sales letter.

And so for the next, man, probably 7 or

00:08:16,300 --> 00:08:17,740 Years of my business, that was what it.

Was we were driving.

Long form sales, actually.

Find a product, create an offer, make a

long form sales that are drive.

Traffic, I think that's how we did

everything. And this is about the time that YouTube

started coming out and.

People started doing videos.

But the problem we do videos and the bandwidth was.

So hard it was.

So expensive and views.

Were super choppy.

And you had too.

Many videos on.

A page, the whole page would crash and it

just it wasn't it.

Just wasn't like efficient to do video so

people some.

People were like, Oh yeah, this is the

future. Going to make video infomercials.

And it never really got to that, but you know, it just it took a long time.

And I remember a couple years later, I had this friend named Keith Wellman.

And Keith one day had an idea.

And he took his.

Long form sales letter and he turned it.

Into a video.

But it was crazy.

All it was like.

A video you have seen some of these? Before I was like the 1st.

Sentence and then he read it was like, hey.

Guys welcome to website.

And they showed sense.

Over the next 3 minutes I'm.

Going to teach you and then next sense

like. It basically read the sales letter.

To you. And I remember watching.

I was like.

This is so weird.

It's frustrating.

I want to scroll and scan through and.

Everything but I couldn't.

Because there's no way to scroll or scan,

it was just.

This video and it was like sentence after

sentence after sentence and I got so much things I wanted hooked in.

I want to see what the next sentence.

As I sat.

There and watched this whole.

Thing like 20.

25 minutes. But I was done.

Then he had an order to link.

Pop open and to go sell.

The product and never watch that I was.

Like that was fascinating.

I couldn't stop watching.

This thing.

And anyway, I messaged Keith, I was like, how's it doing?

And he told me like, I can't.

Really sell, but was.

Over 1000000$ during the Christmas vacation.

It's like I had no product launch or nothing.

I sent email to my list for this thing.

And people went crazy for it.

And from then.

After that, people started.

Being obsessed with video sales letters and video sales letters.

At first, were just basically long.

Form sales letter but instead of like.

Someone reading it just like.

Here's the headline.

Here's number one.

Here's number two.

And like the person would read it as it was, as it was.

Appearing one sentence at a time.

Ok.

And he's still actually.

Worked really effectively probably.

Seen a lot of people doing.

I haven't done for a.

While, but they still work really well.

And so for the next.

Man, probably. Five or six years, everyone's shifted to

video. Sales, there's just video.

Sales letters and no copy whatsoever.

It's just.

Video and that was it.

And I think that it was so unique at the

time like. People said.

They started a video.

Like, I can't leave.

They watch the whole video.

And fix.

Five or six years? Like that, those.

Work the best in the world now.

That's four to today.

I've found and.

I'm not sure if it's true in every

market, but most markets I've dabbled.

And played with.

It's kind of a blend of both.

It's not.

Just a sales that are or just a? Video it's a.

Blend of both where there's a video at the top right.

And then the cells.

There's down below a.

Lot of times.

It's exact same thing word for word but.

You have different modalities that.

People like to learn from, right?

Like listen so.

I'm curious for you guys here now, how

many is right now like? To consume things through.

Video like this like.

I just want to video have some explain it

to me.

If you're video person, you're number

one. Number two if you're like I don't.

Like video, I don't.

Want to read something to scroll through

to read and get the.

Bullet points? Really fast.

You're my readers.

Who are my readers?

Ok, so one so if you're a video person.

Type in video down below which I video.

Ok, now if you're a text person, right? Text down below.

I just want to see like text.

Versus audio, how many there are?

Ok. Text versus video, my guess? Is probably.

Like 5050 half you guys wanna.

Watch videos half.

He's already text.

And my guess is.

For most part, if it's video, you're.

Just going to bounce or if.

It's the text.

You're gonna like you're going to go with

the modality like the most.

And so I found for highest conversions.

Today, and this.

May shift tomorrow who, knows, is having

a video. Top for the people who want video and

having the. Long form sales down.

Below, but it's typically the same copy but once for my view.

My watchers ones for my readers.

And I notice like if you watch the

analytics. On a page you'll see.

Your viewer.

Sitting and watch the whole video where

your readers come, they watch.

Like 3 seconds they pause they scroll

down, they start.

Reading OK and.

So I like having.

Both and so most of my.

Videos sellers have both.

Elements in it OK.

Alright, so there's a very long story.

To get you to where we are today.

For video sales letter funnel.

Ok, so here's what.

A video sales letter.

Funnel looks like again typically I'm

going to be.

Selling, they're kind of similar to the

unboxing. Funnels, you know, so the.

Order form is not at the top, so I'm selling something more expensive.

So I need more.

Time to explain what it is before I ask

somebody for money.

Ok, with no brainer.

Low ticket like free plus shipping of.

Ten, twenty thirty bucks.

What happens? It's OK to have.

Order form up high because it doesn't

take a lot for me to convince somebody to buy I'm selling.

A 500$ product I want to make sure I have the presentation.

Pretty close to done.

Before I say, here's.

What the price is? Ok.

And so he knows.

The order form is down below where it's

on a separate page.

Ok. And so this is kind of structure.

There's a video down below it's going to be called.

The video spoiler box and add to CART button.

Down below that I'll have like.

Typically my long form cells that are

down below. We have order form.

Bump and then upsell one two and thank you.

Now I'd like to go deep and upsell.

One two thank you because.

Those are very similar to what we.

Did in the unboxing funnel so you.

Haven't watched those videos yet? Go back watch the unboxing videos because

it's the same concept if I'm selling.

Information product my upsell.

Is going to be the next logical thing OK if I'm selling?

Physical products can be.

More of the same.

Thing at a discount, OK.

So that's where you got to.

Understand the upsell.

Pages are very almost.

Identical to the unboxing.

Funnels, OK. It's just.

The video sales letters, the thing that's different.

In this funnel.

Ok, so here's an example.

Of video sales letter we did.

Yeah, this is for the old.

Funnel University we had on top and there's.

A video of me.

And this is what I.

Didn't do PowerPoint.

Style is me basically doing my

presentation just like I.

Would do a webinar.

But this became my.

Webinar and the entire presentation was

here OK, so that's.

How the video sales?

Letter worked. As I'm thinking, well, what do I say

inside my video sales letter? So I want to.

Do two things.

Number one, I want to go back.

To presentation number one to kind.

Of touch upon it.

The first session talked about story offer.

But number two if you.

Want to go deep?

And really understand the.

Thing and study my trainings.

On the perfect webinar and help you understand exactly how to craft.

This but basically comes back to what I say in.

The video you are telling your epiphany Bridge story.

Someone's coming. To this video they're.

Just like you have to remember this, just remember.

What was the emotional experience you had?

What's the? Epiphany was the.

Bridge, you had that.

Got you over here and you remember?

No techno Babble, you come back and you're.

Telling them your story.

Ok, that's the.

Core concept of what's.

Happening there, OK.

Now this is the perfect webinar framework I told you.

On session one.

There's four core stories right?

The 1st, the 1st.

Shot at the big domino.

Is your origin story.

So I've come to my videos like, hey Russ,

Russ, let me tell.

My story about why, I think.

Funnels are the fastest.

Way for you to grow your company, and I

told the origin story.

About my.

Epiphany Bridge origin story.

About why I believe that.

The thing I'm about to offer is the greatest in the world, OK, right?

And from there I can.

Now say what's the vehicle?

What are their false belief vehicle? Now I'm telling.

The story. That hopefully going to.

Trump their story that breaks.

The false belief about the vehicle.

Then I moved the.

Second part of this or the secret number

two. Which is their internal beliefs.

Like what's the thing? Personally, I.

Believe this is a good thing, but I think I could do it.

I tell a story about that, boom, and then the third thing, again, I believe funnel

is the greatest in the world.

I believe I can actually do it, but I

can. Do something to drive traffic, right?

Or I? Believe that keto is the best diet for

me. I believe I could actually do, but my

wife's going to buy ice cream and I know.

And then I'm going to fall out of ketosis

and how? Things going to fall apart the external

belief, right? So I told the 3rd about external.

Belief there, I moved.

Down I do the stack and the clothes.

Ok. And again, if you've read the extra

secrets book on to.

Any of my perfect in our training.

This is stuff we talked about.

All the time.

So I. Can go deep into it, but it's.

Basically me telling my 4 core stories.

And then making my offer through the

through the stack and the clothes.

Ok, that's what I put in here?

Ok, so I put.

Into this video, right?

Here OK. All right.

And then if my stories Trump theirs, that's.

The sales video, it's the cells.

That my story Trump.

Stairs knocks down the big domino and they become a customer.

That's it. Ok so that's the first part of page I have.

The headline on top? I have the video sales letter.

And then below the video I have what I call.

A video spoiler box.

I tried to get him to call the Brunson

Box but. Nobody ever does so.

If you. Want to like kiss up to me?

Call it the Brunson box if you.

Want to call it?

What it is it's a video spoiler box.

So the video.

Spoiler box. The goal of your spoiler box is to get someone.

Who's coming out to see the video like? I'm going to watch this, not and they

start kind. Of going down and he has this.

Opportunity to grab him before they.

Leave right. It's almost like a like.

A preview or trailer.

In a movie, right like.

You see the trailer, you're like, OK, I want to watch that.

That's the video spoiler boxes.

It's kind of grab.

Real quick and like.

Don't bounce on the video.

This is going to learn the video.

Like hopefully hook them a.

Couple of times like Oh yeah, I want to.

Be a part of this video I.

Want to watch this right? So for me, usually if you spoiler box,

I've got four different things.

Here number one.

Is the hook.

It's a hook that's inside the video that

I'm hooking with, right? So like in this.

One for example Scrum.

One tiny tweaks can.

Make a huge changes.

I'm going to show you four of my top

split tests that are.

So simple and you can use.

7 minutes that will.

Drastically increase.

Dramatically increase your conversion.

Boom, there's a.

Hook right. And a story and an offer like all things are in there.

Like watch? This video because you're learning this

right here number two here's next.

Hook boom. Not all.

People by the same way here's story.

Let me show you the secret.

Step that had.

Before my phone, allow me to know exactly

how to.

Get them to buy boom then the offers like

go watch the video.

Ok number three comma three.

There are only three.

Funnels that actually matter.

We found 90.

Percent of our.

Income came from just.

3 funnels if you're focus.

Anything else you're just.

Flushing your money down the toilet hook

story and the video the officer go watch.

The video right and.

Then number four.

Here's what's next step.

Gear 14 day trial membership funnel.

So this is where.

We're going hook story and then go watch the video for the offer.

Ok. And so that's the video spoiler box that gets them.

To actually go back and like, I gotta figure out what is number three what's

number two like? He gets them to go back and consume the

actual video. Ok, it's crazy to me, like.

All the highest converting offers I see online.

From the big? Huge brands, the big.

Companies all have video spoiler box and I almost see nobody in our industry.

Ever use these? Which blows my mind, but they work.

Very very good.

Ok.

So, spoiler box, that's step.

One here inside.

Of the funnel.

Is that right there and again if?

You're doing a sales letter version underneath the out of carbon.

Have the whole long form version of the sales.

Down there and then from there the rest of the funnel.

Is the same as unboxing funnels.

Ok, with an.

Order form bump we have up to one.

Upsell 2 and thank you page where.

We can send them.

To next funnel or whatever.

Happens to that step.

Ok, so that is the.

Video sales letter funnel.

That's the first type of presentation,

Funnel.