Talk is cheap. That’s why I don’t always listen to what people say. Instead, I look at where the smartest people are putting their money. So, let’s look at one of the smartest marketers in today’s world: Russell Brunson.
Here’s what’s inside this blog post:
- I reveal Russell Brunson’s #1 Sales Funnels.
- I explain his #1 Sales Funnel works so well.
- I show you how you can create your own version of this sales funnel and use it to start making more sales in your business.
Russell Brunson’s #1 Sales Funnels.
I went through all of Russell Brunson’s different Facebook ads. I looked at how many different ads he is running on the following pages. Russell Brunson and Click Funnels. He’s got 208 ads running – as of today.
Here are the hooks/offers that he is promoting the most:
- 88 ads for One Funnel Away. That’s 42% of his ads. That is his number one sales funnel.
- 67 ads that lead to content that was trying to directly sell ClickFunnels.com. I gotta give them major props because they are doing a great job selling people directly into Cluckfunnels. In my marketing experience, direct offers usually don’t convert. Instead, the splinters usually work.
- 28 ads for Funnel Flix.
- 26 ads for Network Marketing Secrets.
- The remaining ads are for other random offers.
So, his #1 Funnel is the One Funnel Away Offer, because he’s running more ads to it than anything else.
Why does the One Funnel Away Offer works so well?
The reason is because it’s a challenge offer. The Challenge Offer was first developed in weight loss. People selling weight loss would promote a 30-Day Lose 10 Pounds Challenge. Another popular one – that I’ve actually done – is the 10-Day Green Smoothie Challenge.
I did that challenge two years ago and lost about 10 pounds. I quickly gained 2-3 pounds back, but overall I lost 7-8 pounds. So, it was worth it.
Why do people like challenge offers?
Here are a few reasons:
- Short term pain for long term gain. Most people are willing to go thru short term pain to get a long term gain. It’s like going to boot camp when you join the military. There are lots of people in small towns in America who see the military as the ticket to changing their life. They can go thru 4 years of pain to have a better life for the rest of their life. “I’ve got 50, 60, or 70 years left. If I go join the military for four years, then I can have a much better life. I go thru 4 years of pain to have a better life for 50+ years. It’s worth the trade off,” they think to themselves.
- Accountability. Everyone knows they need accountability. They need someone, holding them accountable, holding their feet to the fire, and making them do the painful things that are necessary to advance in their lives, careers, etcetera.
- Transformation. They see the challenge as a way to actually get a breakthrough, turn their life around, and change their habits. For example, if you’re offering a 30-Day Workout Challenge, they imagine themselves going thru the challenge, and actually enjoying working out when they’re done.
- Low risk. Most challenge offers are offered as a one-time expense. (You can offer them with a continuity offer, but the most effective ones are a one-time investment.) The purchaser views it as a low-risk way to change their life. “I pay $97, go thru the challenge, change my life, and there is low risk because it’s just $97 one-time,” they think to themselves.
Those are some of the reasons why challenge offers work so well.
Here’s how you can create your Challenge Offer and start making more sales in your business.
If you haven’t created a “Challenge” Offer, then you need to do so right away. I created a very successful one for a client that became one of their Control Offers. And, I’m going to create one to promote my book: The Ultimate Sales Email.
The most important part of a challenge offer is that it must have a big reward at the end.
This is what they are going to get at the end of the challenge. With the 10-Day Green Smoothie Challenge, you were going to lose weight, develop better habits when it came to eating, lose your taste for sweets, and feel healthier.
So, not only are you going to lose weight, but you’re going to set yourself up to lose weight long term because you have a healthier relationship with food.
They don’t specifically promise this in their marketing, but the book talks about this. I read the book before I did the challenge and that sold me on actually doing it.
I know the One Funnel Away Challenge doesn’t promise a specific result. But, that’s because it’s such a broad offer. And I guess they don’t really feel like they can promise a specific challenge.
If they were selling to a more specific niche of just people who want to be information marketers, then they could sell it as the 30-Day $5,000 Challenge. The big reward would be “Go thru this challenge for 30 days, bring in $5,000 in revenue, a launch your information marketing business.
How long should your challenge be?
30 Days is the most common and probably the best time for a product that isn’t in the weight loss niche. Any longer and people don’t see themselves staying on track. 7 days, 10 days, and 14 days work well too.
For weight loss, 5-10 days is recommended. I don’t think people can see themselves starving themselves for 30 days. But, they can imagine starving themselves for seven to 10 days. So, if you’re in the weight loss niche, then
You can promote the challenge offer as a one-time payment or as the front end for a continuity offer.
They convert a lot better when you promote them as a one time offer. Now, however, this doesn’t mean that you can’t use a challenge offer to promote continuity. The one that I created that became a control promoted a continuity membership. So they can be used to promote continuity. But, they work the best when you’re making a one-time offer.
How to sell a challenge offer.
It can be sold with a sales page, sales video, webinar, or any other type of sales strategy. I’ve seen them promoted with all of those sales mechanisms. What tends to work the best is a sales page with a video at the top.
A good way to launch a challenge offer is to test a new product and sell it as a one-time offer. So what you can do is say, “I’m going to be launching a new product and starting it on X date.” Start promoting it before the launch date and use that as a launch date deadline to close out your offer with legit urgency.
OK, that’s the end of this blog post. If you need help creating a challenge offer, then I may be available to help you on a freelance basis. Just contact me for more information. Thanks for reading.
Ben Curry – Marketing Expert