Secret #7: Cool Stuff We Learned During Our “7 Day Launch”

.SECRET #7: COOL STUFF WE LEARNED DURING OUR “7 DAY LAUNCH”

Russell’s Inner Circle members have been begging to see behind the scenes of his recent 7 day launch.

On today’s episode, Russell gives the details on what worked and what didn’t on the launch of his recent coaching program. Here are some highlights:

  • A cool idea Russell learned from Brendon Burchard in Las Vegas
  • How a simple pricing tweak skyrocketed struggling sales
  • How Russell makes money by giving away tons of free stuff

So listen in and discover the power of the “7 Day Launch” strategy.

Full Episode Transcript Expand Transcript

What’s up everybody, this is Russell Brunson. Welcome to Marketing Secrets podcast. Today we’re going to be talking about the 7 day launch.

Hey everyone, this is Russell and welcome back to Marketing Secrets podcast. So today I’m going to be talking to you guys about this launch right here and the reason why, is my inner circle members keep asking me, “Hey Russell, can you please show us what happened behind the scenes of the 7 day launch?” They want the stats, numbers and details. So I thought I’m going to kill two birds with one stone. Because I wanted to talk about this on the podcast anyway. So this is for the inner circle members and for those of you who listen to the podcast, I hope you love it.

I’m not going to go deep into the numbers, I will just tell you that this launch in 7 days did over a million dollars in coaching sales, which is exciting, so it worked. I initially learned about this concept from one of my friends, Brendon Burchard. If you watch Funnel Hacker TV, the behind the scenes show, you will see some of the behind the scenes of us kind of going through this. He was in Las Vegas and I flew out there and there’s a whole episode on funnelhacker.tv where you’ll see me flying to Vegas, hanging out with Brendon and getting ideas on how he did this.

So I’m not going to go too deep into all the strategies, just because I know he is launching a course later on this year. I’m going to buy it, you should all buy it, we should all buy it, it’s going to be amazing. Going deep into the deep in the details and giving the swipe files and stuff like that, but if you were watching you probably saw it, first off. Second off, you probably got the swipe files just by getting my emails and stuff. So you’ve got some feedback, if you’ve been funnel hacking and watching, you’ve had a chance to see it.

Basically the way it worked is we did the book launch for the first 30 days, which built up a lot of pressure and excitement and we made a lot of book sales and upsells and everything else. At the end of it I wanted to do something cool. I wanted to figure out how, those who wanted to go deeper, how do I offer a coaching program that’s not me being, I didn’t want to feel like I was selling again because it’s just…..You know how it is, after a while people don’t want to keep being sold. I’d say it’s not like I wanted to sell a coaching program, to help people want to go to the next level with it, which is exciting. But then second off, I wanted to give and serve.

So when Brendon gave me this idea I loved it. So basically how 7 day launch works is, and those who saw it, basically what happened is Monday I started promoting it, Tuesday I did this long training. So if you’re watching the video you can see day 1 I basically did an episode from 11 until noon-ish, I can’t remember exactly how it all went. And module one was you becoming an expert.

What’s interesting is the book promo is all about Expert Secrets, but there was stuff like as soon as you read the book there’s this weird finality where it’s written and done and you can’t edit it or touch it again. And there were things as we’re selling it that I was like, “Oh…” during my interviews all these things kept coming up. There was stuff I wished I could share and there was pieces I wanted to just do.

So what’s cool, is giving the ability, because I don’t have to re-teach the book, because people have the book, but here’s a master class of what’s next. If you read the book and you’re like, “What’s the next piece? What is it?” So this one here I went really deep with you becoming an expert and finding your voice and it was just training and it was awesome.

So what we did is we emailed, so on Expertsecretsmasterclass.com, by the time there was a video, they embedded the live video from YouTube, people could watch and promote that through email. But then we also setup Facebook Live, I think there’s just those two platforms. So when we started this and clicked record, I came on and said, “Hey guys, we’re recording a course, it’s going to be awesome. I’m going to jump up here and start recording, be back in a minute.” Then we clicked go and it was like life. So I taught this entire thing, training. It was awesome.

Then during the breaks we had testimonial videos streaming of our coaching program of the FHAT event, The Funnel Hack A Thon event so people could keep seeing success stories. I took a break so I could go to the bathroom and reset. We came back and taught number two, which is creating an irresistible offer. And that was it for day. I think I was up there for 3 hours, it was awesome. When all was said and done, I think we  had 20 or 30 thousand people watch it between YouTube and Facebook. Gave tons of good will and it was really, really cool.

A lot of people who, they’ve been stuck on these two pieces, I had a chance to go deeper on that and give them everything. So that was day number one. And then this is where it replayed for 24 hours and then it disappeared. People had the chance to watch it for 24 hours, and some did, and then it disappeared.

Then day two started. Day two I wanted to do the big domino, it went really deep to help people understand that. Then we had a break again, and then what I did at the latest session, actually did a webinar. Now, it’s a little different from Brendon, when he did his, basically at the end of day two is when he pushed people to a video sales letter, which sold a product. Me, I just did a webinar. One of the big things that was kind of interesting. When we created this offer, part of this training is really cool and desirable. A lot of people aren’t going to be able to watch it live, and you pull it down and you stage, because people actually want the content and the training.

At the end of this I’m not selling this as a course because it’d be hard to sell because people are like, “I missed part of it, I should have watched it!” and all these kind of things. So instead it’s like, if you join the coaching program you get all this course for free, and notice I didn’t say the recordings of this product. Because recordings seem really cheap. Getting this course, the Expert Secrets Master Class, the perceived value is way higher, it’s the course not the recordings.

If you watch the videos back I tried to say that, I think a couple of times I messed up and said recordings. I was trying to get it perfect. So that was here, and then what’s cool is that happened and sales started coming in for the coaching program. Because there was a webinar and they got to watch me do the webinar but then I was actually selling the coaching program on the webinar.

Now what’s happening, as soon as it was done, it’s funny because it’s the first time I’d ever done this webinar. We created it the night before, it was perfect webinar, hacked style. So it was one headline, three secrets, a board with things. I pitched two offers, which is usually a wrong thing to do and it was in this case too. We had 2,000 or 15,000, it was just complicated when you get to the stack. So sales did okay, but I was kind of honestly, when the camera shut off, I was sitting there kind of depressed. Dang, that did not feel right. They didn’t convert right. Some people bought but it wasn’t right. I was just like, dangit.

I was frustrated and that night I was kind of stressing out about it and realizing that. So then we made some tweaks and changes. And the cool thing is day three, I came back and broke down the campaign and showed them and went through the webinar again. And what’s cool about the second webinar, or the second training is because I was going through what I did and what worked and what didn’t work. I knew what hadn’t worked the first time. So I had this really cool opportunity to weave in different close, different stack, different things, to close the deal from the day before.

I’m going to talk about why this is so key here. Because I think I figured out something amazing. But after that section, sales started coming in like crazy. The second webinar where I broke down what I did here, but then use that, and hopefully you guys watched that, if not you missed it. But I was weaving in all these closes throughout it, it was kind of a cool thing. But I was just breaking down what we were actually doing.

Then we had a break and at the end I did a virtual book tour, which is kind of a bonus training of how we got traffic and then that was it. When that one ended, sales were coming in better than the day before. I was able to fix some of the things I had done wrong back here, which was good. But there was something wrong with the, there was something….it still wasn’t quite big so I was sitting there and I was kind of… I don’t know about you guys, but when you nail it I have all this energy afterwards. When I don’t I just feel this lack of energy. When we got done afterwards I was like, it was good but I still felt this lack of energy.

I felt this weirdness around this pricing strategy and if you look at pricing it was $2000 to do the online version, or $15000 to do the online plus come to Boise, plus get Fill Your Funnel and a bunch of other really cool things. And it was kind of, there was complexity in it. So we were talking about it, “Maybe we’ll open up a payment plan.” I hate payment plans and all those other sorts of stuff. Then I had this idea and I was like, “Wait a minute, what if instead of a payment plan, what if…” So this is the pricing strategy that turned this campaign from….at the end of day two we probably had $150,000 in sales to two days later we did over a million dollars in sales. What was the difference? This was the piece that was key, it was pricing.

So we shifted this, if you guys watched it, I came out and said, “Hey a lot of people are asking for a payment plan, unfortunately we don’t have a payment plan. But I did decide to turn this coaching program into a $300 a month one. So you come here, it’s $297 a month, or you can get lifetime access for $2000 or you can upgrade to the $15000 and com to Boise and get all this other stuff as well.

So what’s interesting, I know some of the guys on my team were nervous, “Oh no. If it goes $300 a month, everyone’s going to take that and it’s going to draw whatever…” What’s interesting is that we had people take that, but what it did was become almost like a decoy offer where it made everybody buy the $2000 offer, it’s crazy.

Tons of people bought, suddenly $2000 seemed cheap versus $300 a month and it was cool for 2 reasons. One, it got people to buy that. Number two it was cool because it got a whole bunch of people on a $300 a month coaching program as well, which is one of my goals this year. How do I create a $300 a month? To be honest Frank Kern has a $300 a month thing. Ryan STewman has a $300 a month thing. I was like, “I want a $300 a month training program.” So it kind of forced us to do that, but the cool side effect, it created this really cool thing where now $300 a month or lifetime access for $2000. So it was a huge discount there, which pushed everyone to the $2 grand.

When we had Neurocell, our supplement, it was kind of similar the way pricing was. We had one bottle, three bottles or four bottles. We had a pricing strategy where basically you had to be a moron to buy one bottle. Where if you had any brains at all you’d buy the four bottles. It was $80 a bottle, or it was $40 a bottle if you get three. It was crazy and it pushed everybody to where we actually wanted them. And by doing this it did that as well. It helped me do two goals.

One was to help me build up a $300 a month coaching program, number two it pushed people to what I actually wanted them to do, which was the $2000, which was really cool.

Now it’s been fun because people are going through there and the training for those who are going through it, it’s super in depth and intense and crazy and amazing. It’s getting me excited to watch what people are doing. So that was some of the break down. Basically the last 3 days were urgency and scarcity and that’s what pushed it over the million dollar mark.

That’s, by the way, a million dollars collected. A lot of people use, can I say this publicly? The company basically went bankrupt, so I can. There’s a thing we in the industry call stomper math. In stomper math, there’s a company called stomper net and they used to do launched and they’d be like, “We did 18 million dollars.” But it was not collected, it was if all the payment plans go through for the next 5 years then they would have made 18 million or something like that. I hate that. Stomper math, this was like a 10 million dollar launch. But in real math, not common core, but real math, we collected a million dollars. So after we rebuild stuff we’ll be higher. Anyway, I thought it was cool.

Urgency and scarcity from this point forward, and again, the offer was basically the thing that I wanted to sell wrapped in with the recordings of this, excuse me not the recordings. I said a curse word. You get the Expert Secrets Master Class course for free as well.

So that’s kind of it. So those who  were in the Two Comma Club coaching program, all the recordings of this are in the members area. So you can go back and watch them. I highly recommend at least watching these first three. These first three were probably some of the best presentations I’ve ever given, ever. I’m really proud of them and it will help you implement. The first three for those of you who are listening are The You in Expert, Create Your Digital Offer, and The Big Domino. There was something about the training, the way it worked. This training is just, I’m really proud of them, they turned out amazing.

Anyway, we probably will be trying to evergreen this funnel in the near future, I’m not sure exactly how to do it yet. But in the future if you go to expertsecretsmasterclass.com, it may be there, the evergreen version where basically you opt in and we have a 24 hour countdown and it disappears after 24 hours. I don’t know, I haven’t figured that part out yet. We may or may not try that in the future. But yeah, that was kind of a breakdown of how the campaign worked and it was a lot of fun.

Tons of reciprocity, tons of goodwill, a lot of people weren’t able to buy, they still got tons of stuff from that. And what’s been interesting in my business, as I’ve been watching this, the more I give away, it’s people have success with the free stuff, in fact Dan Henry is one person who said this specifically. A bunch of other people said, I feel like I owe you because I’ve made so much money from all the free stuff. Dan, I remember when he joined the inner circle, he’s like, “I feel like I owe you $25 grand for all you already gave me. So I’m just going to give it to you so I can be in your inner circle, but I feel like I owe it to you anyway.”

And that’s what I want to do. I want to give people such good stuff, they can run with it and have success. So much so that in the future they’re like, “Man, I need to buy all Russell’s stuff, because I feel like I owe it to him.” So it’s kind of a good spot to be in. That’s what I’m trying to focus a lot more on.

That’s kind of how the whole thing worked, it was really fun and enjoyable. The big key takeaways are number one, just giving and building this huge reciprocity streaming this huge, live streaming to YouTube and to Facebook. I think when all was said and done it was like a quarter of a million people that had seen parts of this training. It might have been more than that. It was amazing.

Having an offer, a really good offer with a really good pricing strategy behind it, when Brendon comes out with his course later this year, hopefully he’ll….he’ll probably use this process to launch it. But watch how he structures his offers. I think that’s the key of it. What he does, he’ll do this whole training and be like, “Hey expert academy, my $1000 course, I’ll give you a 50% discount, so you get $500, plus you get this for free.” It’s all about creating an irresistible, amazing offer.  It took us a couple of tries and while this thing was happening, tweaking our offer before it got right.

That’s another thing you’ve got to understand is that we’re tweaking offers in the, as they’re happening. In the middle we’ll be like, “Ah, it’s not working. It’s not converting. Change it, tweak it.” If your thing’s not converting, change the offer, don’t like, “Ah it didn’t work.” If you would have seen the behind the scenes, and I think we probably filmed some behind the scenes of that from the behind the scenes Funnel Hacker TV show.

But we’re shifting and changing and modifying things on the fly because it’s happening in real time and it’s kind of crazy. Anyway, this was a really cool thing to kind of end the launch with. You know it added an extra million dollars to the bottom line, which was cool. It helped us figure out the pricing strategy for long term when we do evergreen-ness. How to actually sell the coaching, what the right messaging…Forcing myself to do a webinar live, helped me figure out what was wrong with my webinar hook. Then having me do a webinar where I recap the whole thing gave me another deep ability to fix the things and know what to do when I make this thing an auto webinar and sell it as a coaching program in the future.

And this is the other thing I learned that was awesome. When you do a webinar, and maybe this only works in my market, I’m not sure. Or like a business market. But doing a webinar and then the next day showing them what you did. The second webinar made us more money than the first. So one cool thing I’m going to start doing is, I think with some of my webinars is if somebody registers be like, “Hey, if you watch to the end, what I’m going to do is send an email with a break down where I’m going to show you behind the scenes. I’m going to show you the webinar funnel, what we did. I’m going to let you funnel hack what I just did. I’ll give you the share funnels, the emails. But you have to watch the webinar to be able to get access to that.” And it should force people to consume the webinar, which will create sales and things like that.

That was a cool thing, doing a double webinar. We did that back in the day. 8 or 9 years ago we used to double things like that. We’d do one and one right after. I forgot about them and it was, I think there’s a correlation here, doing a double webinar and the second webinar is showing something, but just keeps closing sales. But it’s a different presentation. I’ll test with that and let you guys know what we figure out.

Figuring out your pricing strategy was big. There’s so many cool lessons from it. Hopefully you guys watched it and experienced it. You had a chance to see behind the scenes of the numbers and metrics, the big takeaways and aha’s we learned along the way. Anyway, it was pretty awesome.

Hopefully I’ll see you guys. Thank you again for listening to Marketing Secrets podcast. If you are not on iTunes, please search on iTunes, leave me some feedback and listen to it there. Because on iTunes, it’s cool because it’s not just, I think this is episode 5 or 6 or whatever we’re on Marketing Secrets, but on iTunes you get access to all of the back episodes, like 350 episodes from when I was running the Marketing Secrets show under a different name. It was called Marketing In Your Car. I highly, highly recommend you guys going back and binge listening to all of those because they are good and they are worth it.

A lot of our biggest success stories people have a chance to binge through everything. Watch the video here if you’re watching on YouTube, but go to iTunes and subscribe go binge listen to everything. Catch up with us. You can be hanging out with all these things and all this stuff will make a lot more sense to you. Anyway, that was it for the 7 day launch. I hope you guys enjoyed that and we’ll talk to you guys soon. Bye everybody.



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The beginning of my journey from

$0 - $100,000,000

in revenue WITHOUT any venture captial

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.