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(VRE) The Zuma Juice Funnel - Episode #1

(VRE) The Zuma Juice Funnel - Episode #1

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Hey, this is Russell. Welcome back to the Marketing Secrets Show. Today, we're going to be showing you guys behind the scenes. One of our virtual real estate companies called Zuma Juice, which I'm really excited. I'm going to talk to you guys about the reason why I started this company, why I was excited by it, what we've done, how we manufactured the product, how we created the funnel, how the people we funnel hacked and why, who was the target market, what audiences we wanted to do, how we launched it, the flops along the way, me on stage at Funnel Hacking Live being too embarrassed to even talk about it because of some of the mistakes and a whole bunch of other stuff. I hope you guys enjoy this episode. If you do like it, again, please rate and review this wherever you're at. If you're on Apple or iTunes, wherever, please rate and review.

If you're watching on YouTube, leave a comment. I'd love to hear those things. Also, don't forget. You can always go to and there's a section there where you can actually leave voice questions for me about this product, this funnel, and I will be answering those live on future episodes, which is really cool. Also, as you listen to this episode, I want you to set your intentions. I'm showing you guys behind the scenes of a business that I am building and launching that eventually, I think I will sell an exit for eight figures, but I'm showing you guys the entire journey and the end of this episode, spoiler alert, we're ending on this, not doing well yet. And so I want you to set intentions as you're listening to this, to just kind of think about your business. I'm guessing that you're not trying to launch a green drink company.

My goal is to give you the blueprint for a green drink company, but all the lessons I'm learning along the way, think about your business as you're doing right now. Set of intentions like, "Oh, there's one piece. I could apply that to my business. Oh, I didn't... I missed that step in the process. I should do that. Or, oh my gosh, Russell failed and it's okay. I can fail and be okay as well." So set an intention, as you're listening to this, figure out the pieces that apply to you and your specific business, don't just listen as a nice story. It'll be a nice story, but there are going to be nuggets in here that are specifically for you, if you are listening to them. So listen with ears to hear. And if you do that, there'll be something in here for you. And then the sponsor for this show because we don't have any actual sponsors yet, I want to sponsor from somebody who I love. So the sponsor from this show is actually Dan Kennedy. This is bobblehead Dan, if you haven't met him yet.

If you're listening, you can't see him, but I've got a little Dan on an AUX for the bobblehead. If you are not subscribed yet to the No BS newsletter, make sure you do on the No BS newsletter. You get a print newsletter in your mailbox, twice a month. One is from Dan Kennedy teaches the top marketing strategies in the world. And number two is the behind the scenes letter, where actually show you guys behind the scenes of this and other funnels. I show you page by page, what we're doing, why we're doing it. We show you stats, conversions, and numbers. Those newsletters come to you directly to your mailbox. They are too controversial and cool to post online.

The only way to get them is by going to go subscribe and you get personal letters, both for me and from Dan Kennedy in the mail twice a month, go to to go get subscribed to the No BS and the behind the scenes newsletter. With that said, you guys, I hope you enjoy this episode of the podcast. Okay. I'm excited today. We were talking about the Zuma Juice funnel. As you can see here, if you're watched in the video version, we've got the samples of the boxes, the packaging, everything here, for both Zuma Juice, the green drink and the red drink. And by the way, if you're just listen the podcast and you want to see the video, make sure you go to The video version will be there as well. But I want to tell you guys about Zuma Juice.

Again, this new format for the podcast, I'm going to be sharing kind of behind the scenes of some of the virtual real estate and the businesses and things we're starting and why. People always ask me, "Why did you buy Zuma Juice? Why'd you buy a green drink company. There's a lot of green drink companies." And so I'm going to tell you guys a lot of the reasons why, what we've done so far, things that work, things that haven't worked. And yes, I do things all the time that don't actually work. So hopefully, that'll give you guys some comfort as well, to know that I do things all the time, that flop, and we're always testing and tweaking and trying to get things working.

In fact, literally on my way over here today to record this, Kevin told me they stopped all ads to Zuma Juice funnel, which means it's not converting, which means I'm sharing this, even though it's not crushing it and doing a million dollars or anything, but I want to share the journey with you guys because I think there's a lot of cool things you can learn along the way and it'll help me unpack just the thoughts in my head as well. So this is partially therapeutic for me and hopefully beneficial for you guys at the same time.

So Zuma Juice. So the backstory behind kind, where we found Zuma Juice. One of my friends, Luke Jayden, and if you know Luke, he's an awesome marketer. He's someone, he had a course back in the day called the postcard profits, which I bought and read. And then I think he's relaunching that as a book here soon, I hope, but he's a great marketer who does a lot of stuff. He does a lot of direct mail postcard businesses, but then other things. And I remember a few years ago, he launched a new company called Zuma Juice. And so I always like watching my friends on journeys that are launching different companies.

I remember him launching Zuma Juice and it was awesome. In fact, this is kind of a funny story. If you've read secrets book, I tell the story about Drew Canole so I went and consulted drew when they were launching Organifi. In fact, they didn't have a name for Organifi yet. They had this green drink and anyway, and so while I was consulting Drew, I was in the room and I started funnel hacking funnels. And one of the funnels I funnel hacked literally with Drew in the room with his team was the Zuma Juice funnel. And I think because Luke posted something, he was like, "Don't say anything about," I can't remember exactly, but anyway, there was some connection there, but I remember when Luke launched and my favorite thing is the sales video that he made. It was so good.

One of the best sales videos I've ever seen and it looked like something the Harmon brothers had made and I messaged the Luke, "Did the Harmon Brothers do it?" And he's like, "No, I messaged them and they didn't respond back to me." So he's like, "I actually wrote the script myself and we had some guys who published it and everything." But the video was amazing. And so I remember he launched the video and we'll show some clips on the YouTube version, the video version of this, but the first version of the video, they launched it and it started going viral.

And there's this scene where the girl's a fruit ninja. She's chopping things in the kitchen. It's awesome. But there's this one part in it where she's talking about the us versus them, healthy versus not healthy. There's this unhealthy girl, who's got a big old box of cheese puffs and she's eating these cheese puffs and it was being healthy versus not... And it was really funny. It was really well written, but then there's a scene where the unhealthy girl with the big thing of cheese puffs is in the wheelchair, wheelchairs over to the person, green drinks and they kind of fight back and forth.

And it was the funniest part of the video. And the video goes viral, starts hitting really, really big. And then unfortunately for Luke, I feel bad, but the handicap association or something saw it and started this huge anti-press thing against him and the company and all sort. I think if you Google, you could still see it. It was bad and Luke's like, oh my gosh, that wasn't the intention, that wasn't anything. So they stopped the video, pulled it down, edited that part out and relaunched the video and it relaunched. And I don't think it ever did as well because they missed that one little funny part, but I saw that it was like, oh, that sucks for him. And they ran the company for another year two or something.

And then some of his business partners came, I don't know the whole detail, but they ended up turning the company off and it shut down. And I remember for a long time, I was like, man, that is such a cool company. I wish I could have it. The sales videos done. And I remember messaging Luke, "Hey, would you ever sell it?" And he was like, "Let me ask my partners." And they never configured out. And so every year or so for the next five or six years, I messaged Luke like, "Hey, can I buy the company?" He's like, "Oh, let me ask my partners." And never worked. And finally, I think it was in the middle of right when COVID hit and I don't know what would change, but they're like, "Yep." And so I bought the company. It wasn't that expensive, but it was cool because I got the entire sales video, which I think you spent about $250,000 making the sales video, plus all the assets plus the formulations plus all the work you'd done, I got for not that expensive, which was really cool.

So that was kind of the reason I was like, this would be a cool company. I know the sales video. Copy is the hardest part about any business is the copy and the video. And so that video was really, really good. And so that's kind of initially why I bought it and it was going to be just a fun project. It is my kids and some of my friends and that was kind of the original goal for it. After we got it, I got all this stuff back and then it was like, Hey, now we got to figure out how to manufacture. We started getting back into being this supplement business.

It was the first time I'd been in supplement business since pre ClickFunnels. I had a neuropathy supplement, pre ClickFunnels. And I love supplements. In fact, if you'll at my favorite businesses, you'll notice this podcast, software, info products and supplements. Those are the three businesses I love, probably going through businesses I'll ever be in because those are the ones I'm most passionate about. So I want to do this again. And so the first thing is we had to go back and actually let me step back. The very first thing we did is we did a call with Luke Jayden and so again, Luke's a great marketer was also the brainchild behind this whole brand and the company and the copy and everything. And so we got my team. Wilcox, who's our lead copywriter, me, him, and a couple people when we got on a call and we just picked Luke's brain for an hour.

Why did you create this? What was the reasoning? What was your goal? Who was the target audience? Who was the actual market? You have green drink companies like Athletic Greens, for example, which just got bought for a billion dollars. But if you drink athletic greens, it's literally drinking grass clippings, but it's the most hardcore. The hardcore people inject it in their veins because it's the best stuff. And you got other greening companies that taste like candy, but it's not even healthy for you. And there's this whole spectrum. And it was like, who are you trying to target with this? And so we talked about the target market and who it was, it wasn't the hardcore health junkies, but it was people who knew they needed to be healthier, but they wanted to tasted good. But they weren't trying to drink Koolaid either.

They're kind of in betweeners, which honestly is people, I think most the middle segment of the market, which is exciting. Organifi was the same way, Organifi is great, but it's more for the hardcore market, doesn't taste that good. My wife still drinks it, but she'll put Organifi red greed and gold matter stirred up and plug her nose and chug it because she wants the health benefits, but it's not something you enjoy. And with Zuma Juice, it was like, we want something you would enjoy, where it's like, Hey, I want fruits and vegetables at breakfast, lunch and dinner. So I'm going to have it three times a day because it tastes good. It's really good for me. And so that was kind of the market and segment he was going after. We also learned about the tone. If you read just in the sales video, the fun tone, the email sequences they'd written in the past.

When we bought the company, we got all the email sequences. So we could see the playfulness of how Luke communicated with the audience. We wanted to keep that, and recapture that and things like that. So that was the first call with Luke. Then we had to go to the manufacturers. We found a manufacturer we liked, we send them basically the recipes. When you created supplement, the first step is there's a recipe. Usually, you hire a chemist or someone who's a natural path or something to create a recipe. So Luke had gone through and had someone build a recipe. So we knew the recipe, this one he's looked like, these are the things that are in it. But the original flavor was mint. I wasn't obsessed with the mid flavor. I'm more of a candy guy. So I was like, I want to do the same thing.

I want it to be exactly identical. Don't change anything. But instead of mint flavoring, I want to make it taste like candy and what kind of candy? I'm like peach rings because come on now, peach rings are amazing. So we gave it to the manufacturer and then Luke had also created a red drink. So difference between red drinks and green drinks is fruits and vegetables. Green drinks are your vegetables, red drinks are your fruits. And I love red drinks because there's so many vitamins and nutrients from reds that we need. But typically with reds, you get a lot of sugar as well with fruits. And so he built a really cool recipe for Zuma Juice red, but it didn't have all the sugars and stuff in it, which was really cool. And so we took that to the manufacturer. We want to make both reds and greens, greens, want to make it taste like peach rings and reds, some kind of fruit punch flavor.

And so we sent those and that started the process. Now manufacturing for any supplement company is the longest hardest. It's not like an info product where you can have an idea and you create it. You launch it. With supplements, it's months of going back and forth and then making stuff and send it to you and you got to taste it. We did tons of taste tests of this flavor, versus this, versus this. And some that were good. Some were bad. Until we put down, these are the flavors we like and then we write a huge check to the manufacturer, they start ordering the raws and raw ingredients and putting them in the batches and stirring them up and making what was going to become Zuma Juice. So that was the next step in the process was figuring out the product. Then if you watch the sales video, the main person, the hero in the sales video is a girl named Ariana.

And she's an amazing actress and model and someone who's really, really cool. And so I was like, man, she's in the video. I want use her for ads. I want to use her for the sales page. I want to use her... And so Luke introduced us to her, which is really cool. And we had a chance to meet her and she is amazing. So we ended up having a time where she flew out here to Boise. And then we got a whole bunch of pictures of her holding the box like this and putting down and the pictures for all the graphics, the upsell pages. We needed her at the red box, pointing to it, smiling, her eating actual peach rings and her holding the packet and ripping the packet.

We got a million pictures of all the things we would need for sales pages, upsells, down sales. We need these images for funnels, for ads, for social, just for all the things. So we did a whole bunch of pictures with her. And then we also thought, as long as we have her, film a whole bunch of ads. So we filmed a whole bunch of really funny ads that we wrote where she's eating peach rings and drinking juice and just a whole bunch of short form ads we could use as well. And so we had them do that and then her, and she also owns a video production company. So then she went back home to California and we had her make a whole dozen or two other ads for us as well.

So we had a whole bunch of assets. So when we do have the funnel live, we have these ads we can use to push people into the funnel. One of the big mistakes people make is they, and I'm honestly guilty of this a lot, is I'll spend so much time working on the funnel that you figured out the ads. And it's like, oh, what are the ads going to be? It's almost an afterthought. Whereas now, I try to be more conscious as we are producing whatever the product is, we're creating ads along the way, because now we have all these cool assets while we were creating this and that now become the eventual ads. I wanted to go to the manufacturing and be in the place while they're mixing the powders and those things. But they have all these compliance things. They wouldn't let me do it. But yeah, always trying to create ad creative along the way.

So you have those assets when you're ready for them. So that's kind of next piece of it. And then it was coming back down to, okay, now we got to build out the funnel. So step number one for building on a funnel is what? It's funnel hacking. In fact, I could show for the video, we can pull up the Trello board, but first thing that Heath and I did is we went and we funnel hacked. So what does that mean? I wanted to see for everyone who's selling green drinks, what are they doing right now? What's the best practice? What are people using? And so we found every green drink company we could find online and we funnel hacked it. And funnel hacking simply means, we went and we bought their product and took a screenshot of here's the sales page. Here's upsell one. Here's upsell two.

Here's the thank you page. Here's the sales videos. I transcribed. Here's the ads. And we just get as many screenshots as we can of every single funnel. And so we probably funnel hacked, I would say a minimum of a dozen different funnels. And so I gave it some ideas. What are other people doing? What are the hooks? What are the angles? And this is where most people get funnel hacking wrong. They think funnel hacking means like, oh cool. I like how Organifi did. I'm going to copy them. It's not what funnel hacking is. I don't know how many times I get in battles with people on social  about this. In act, someone the other day was like, someone ripped off their thing. "Well, Russell told people we could rip it off." I'm like, "I didn't say that." And the guy said, "Yeah, you said that as long as you change the words, you can steal everything else."

I'm like, "I never have said that ever, that's unethical. It's illegal. I get ripped off more than anyone.

And every time I see somebody uses my colors, their book funnel that uses my colors, it makes me angry. That's not what I'm saying." I say, 'Funnel hacking is about understanding what's in the market right now. It's doing your homework. So I know that here's what the Athletic Greens here's the market they're targeted. Here's who Organifi, here's who Skinny Greens. Here's who Patriot Greens. I know who all of them are targeted for audiences. Patriot Greens are targeting the preppers. And so they're messaging is for preppers. Organifi is targeting biohackers. You got Athletic Greens. It's like, they all have their segments. And it's like, where do we fit in this ecosystem? I don't want to be another me too. I'm not trying to make another green drink. I'm trying to figure out here's the segment of the market that doesn't have a green drink yet that we're trying to target. So I want to get a glimpse of the ecosystem as a whole. That's one big reason why I'm doing funnel hack, not to copy, but to see where they are and where they aren't, so I can be where they aren't."

So that's a big thing I want people to understand. Number two is understanding structure structures. I mean, I'm stealing their graphic structure means are they doing trial offers? Are they doing straight sales? Are they doing VSL to one bottle, three bottle, five bottles? Are they still doing the continuity? I'm trying to understand what are people doing right now in this specific market? And so we funnel hacked about a dozen people to get the lay of the land. Then I was like, well, I got a bunch of green drink, funnel hacks, but I want to see what other supplements are doing as well, because sometimes, and we found this really big is I want to talk about bone brothing.

The bone broth market is.. they're funnel virgins. They never even heard of funnels. There's not a single person that's got an upsell, which is for me, I'm like, oh my gosh, with green drinks, I helped Drew build the original Organifi funnel so that market's more advanced because Organifi came out. Then people started modeling it and copying. So it's a much more advanced market. So there's more people doing funnels. So I wanted to go, what are other advanced markets that people are doing funnels and just, I can see other best practices because maybe there are people that are better than the green drink company, which there are. There are other big companies. So I started looking, who are the other big supplement companies that are the top right now? Biotrust is my friend's company. They just sold for hundreds of millions of dollars. They are funnel masters, went through theirs.

I went through, we literally started subscribing to a lot of the health news list newsletters to see what supplements people are promoting to those newsletters. We looked at those. Bunch of other things and just started funnel hacking other health supplements that weren't necessarily green drinks. That's what funnel hacking is just, I'm trying to understand what the best practices are working today. So we did that and after it was done, then Heath and I, and we sat down and started mapping, okay, what's this funnel going to look like? And so that was the initial plan. So when we did the initial funnel, basically the structure, the sales page, we had the sales video with Ariana, which is amazing. And then Heath wrote long form versus the sales letter, which was so good. And I love it. It's one of my favorite sales letters ever.

And then we decided initial structure, someone could, when they come to the landing page, you could buy one box of Zuma Juice for $77, or you could buy one box and get a shaker bottle for free when you sign up for subscription. So $67 a month to do subscription. So if you just want the box one time 77, if you want the box plus a shaker bottle, it's subscription, it's 67. So you get $10 a month discount if you do it that way, or we did two boxes and two shaker bottles for $117 a month, if you and your spouse wanted to drink a green drink. So that's what that was the initial version of the funnel we launched. Then we had an order form bump, which I don't have the product here, but we had Vitamin D three drops, which are an order form bump because something people a lot of times will add to their green drinks to these vitamin D three drops.

So that was an order form bump and then upsell number one, which as you see in almost every supplement funnel that was successfully modeled. In fact, this is coming clear back to my first supplement funnel 10 years ago with Neurocell. The thing that converts the best in supplement funnel on upsell number one is more of the same thing. So you just bought a box of Zuma Juice. The upsell is like, Hey, do you want three more boxes? Do you want whatever, that's the upsell. So the first upsell became three more boxes of Zuma Juice for $114. They got it, a discount. So basically whatever 114 divided by three is, it becomes even more discounted version of Zuma Juice.

And if they said no to that, then we exit popped up one box for $38. So again, they get a discount if they get it in the upsell flow and then upsell number two now, we shifted the next product in our skew, which is like, Hey, you got the green drink. Now here's the red drink. And so the next upsell was three boxes of Zuma Juice red for $114. And they said, no to that, then we exit popped to $38 version of the Zuma Juice. And then on thank you page was just basically thank them. And I think, yeah. I think that's all basically the funnel was. So that was the initial, after all the funnel hacking and research and thinking through ourselves, that was what we decided to kind of do. So we laid out the structure, Heath wrote the copy. We had the videos, we had the pitchers from Mariana.

Heath is our copywriter. We had funnel designers who designed it and then funnel builders who hooked it all up. And we got the very first version done and live, about the same time that funnel hacking live last year, which is 2021. Yeah, FHL 2021. And so the product was about done. And so I said, "Hey, let's ship a thousand satchels of Zuma Juice green to FHL. We're going to put them everybody's bag is going to be amazing." So the shipping where I ship directly from FHL to there, we've had postcards where our initial launches, give it to the funnel hackers and let them go funnel hack. I think we had an offer. If you go order a box, we'll give you a free copy of the entire Zuma Juice funnel. We built out it was a fun offer. We put out there and I remember getting to FHL and I hadn't actually tried the finished product yet. I was so excited.

And then I got one of the bags and I took it out. First thing, it was like, we got Zuma Juice. I ran upstairs, put it in a water bottle, shook it up, started drinking it. And guess what? It did not taste like peach rings. It tasted like green drink. It was almost like they created it and they forgot to put any of the flavoring in. And my heart sunk, I was like, oh my gosh. But I didn't want to say anything. I'm like, maybe, I'm sick. Maybe I got COVID, my taste is gone. Maybe I'm just... So I started making it for Colette, I had Colette drink it. She's like, "Oh, it's good."

If you don't know my wife, Colette, she's very much just like, oh yeah. And I was like, "Please be honest." And she's like, "It's not very good." I'm like, "Oh crap." And other people taste it, everyone's like, "I thought, wasn't supposed to taste like peach rings?" I'm like, "Yeah, there's pictures of featuring on the packet on the box." And it didn't taste like peach ring. And I was so embarrassed and our first grand entrance, 5,000 funnel hackers all have a packet of it. And I'm like, "I hope they don't drink it. I don't want them to try it because that's going to be the first sample and it's not going to taste good." And I remember being devastated, but all that, we'd printed 5,000 of these satchels for FHL.

But we printed hundreds of thousands of these things that were now done in a warehouse. And remember going back to manufacturer and I was like, "Hey, this doesn't taste right." And we had the same with the red drink, the red drink, same thing, neither of these tasted. And so what they did was just super cool of them. They went through and took all the packets, reopened and dumped them all back in, added in more flavoring in and eventually got one that tasted really good. Sent it back to us. I was like, oh my gosh, it tastes good again. Put it back. It's back on. So went back on, kept doing it to make the new version. And so finally, we got a new version done. We got boxes, we got warehouse. We're like, "Hey, finally, we're going to launch this funnel. It's going to be awesome."

So we launched the funnel and then this was the frustration. So this is me. Here's Russell being a little bit vulnerable with you. The long form version of sales page is amazing, but ClickFunnels 1.0, the original editor, over time, over the last eight years has gotten slower. You guys noticed, I've noticed it. Our competitors definitely noticed it. They always tease us about it, but the page was so long and there's so many images and so much stuff. It loaded so slow that our conversions were horrible. People come to the page, it would take five or six seconds for it to load. And we lost people, which sucks. And so with good news here, let me redeem myself before I go on. ClickFunnel is 2.0, the editor is built a new language, built all structured different and ClickFunnel's 2.0 page that's the same side loads almost instantly, which is amazing.

But we couldn't, in fact, even to this day of me recording this, we can't put it in 2.0 yet because we're still waiting for the checkout elements. But for 1.0, the page load was too slow and no one was converting. So we had to take this amazing, beautiful sales that I love and we had to chop out like 90% of it to make it work. So we shrunkify it, we started launching it. Now we started getting sales coming through, but our cart value wasn't as high as we needed to be. If you guys know the funnel game, there's two metrics. How much are you paying to acquire customer cost, CPR cost to acquire customer and their average cart value? So we're spending more to acquire customer than we were inside the funnel. And I think in my head still to this day, I still think the biggest problem is we don't have the full sales letter that which we need to really get the conversions where it need to be.

But then as I was meeting with the funnel team, went back and forth and then I found out something that's devastated me on this product. So this is for anyone who is launching a business and you're frustrated because things aren't working the way it's supposed to be. I was talking to the copywriter. I'm like, "Where's this element? And these things were missing from the funnel." He said, "Oh, we had to pull them out." I said, "Why?" He said, "Well, the actual recipe that I built the sales funnel from, if you look at the ingredients in the actual Zuma Juice, they don't sink. So I had to pull out all of these ingredients they had claims for the benefits they had. I had to pull these out because they're not actually in the product." What are you talking about? He said, "Yeah, the recipe that I wrote the copy on you gave me, which was the recipe we got from Luke Jayden." He's like, "This recipe does not match what's actually in the product."

I'm like, "What are you talking about? I gave them the recipe. I said, build that." And anyway, and so I go to the manufacturer, I'm like, "This is the recipe I gave you. This is what's in here. Right?" And they're like, "Yeah, that's what's in there." I'm like, "Are you sure?" Because copy told me..." Anyway, we'll go back and forth. And all of a sudden I get a message from the manufacturer. They're like, "Oh my gosh, we are so sorry. We see the mistake. You're right. The recipe gave us is not what the Zuma Juice is." And I just sat there and I was like, oh my gosh, literally...

I mean, my hard costs for inventory are over six figures, $150,000 or more inventory is now sitting there and it's not the right formula. And I'm like, oh my gosh, what do I do? Do I just not say anything? And just say, oh, we'll just tweak the copy. But I was like, no, I didn't want to go create a product that just tasted good. I wanted to create a product that matched the promises we were trying to make for the audience we were trying to make it for, which sucks. And so there was that first thing. And so I went back to manufacture and they're like, "We'll fix it. We're so sorry."

I was like, "You know what? There's just been a couple mistakes." And so we decided to transfer over to a different manufacturer we used for other products in the past. I gave them the new recipe. And right now we're literally in the middle of doing taste testing with them going through the same process of okay, how to make peach ring taste good with the formula has all the stuff we need to. I think that's part of the problem is they couldn't get it taste right with our formula. So they pulled some of the things out to make it taste right. And it's like, "No, we couldn't do that." And so we're going back and forth fact, we have a couple different flavors or taste testing like a sour apple, which is really good, a Kiwi strawberry. There's like a mojito one, which is really good.

And then on fruit punch, we're testing a bunch of flavors as well. So we're doing the whole process over again, which sucks and it's slow. And so we're working on the new version, which is kind of where we're at right now. And I'll talk about that in a minute. But in the interim, we have a hundred thousand dollars worth of inventory of a product that's good and it tastes good. But as you guys know, my belief good is the animated great. And if I want this to be something I'm proud of, it's got to be great. And so right now we're doing testing in the funnel. We're testing another version of the funnel. It's short firm like free plus shipping, Hey, get two packs of peach ring, two patch of fruit, red and green for free, cover shipping, handling. And then from there pushing up cell funnel, just testing some things at a small scale to see what we can do to get the conversions.

So when we do have the new product, we can blow it up. And so right now we've kind of slowed things down. We're not buying ads actively. Again, I told you today, they literally stopped the ads. We're working on the free plus shipping version of the funnel. Just testing a couple things, just to get the funnel working. We are probably, I think a week and a half away from being able to build out the entire sales page in ClickFunnels 2.0, which will give us to build that page speed back to where it needs to be.

Also, we're building out a full funnel hub. So it'll match the strategy I'm trying do with all these virtual real estate properties where the homepage is the funnel hub, and then there's pages for the actual funnels and a bunch of other things. That's kind of where things are at right now. Trying to think what else. Oh, one question I think that a lot of you guys are wondering, which is what I was wondering as well, is now I've got $150,000 inventory sitting in warehouse. What do I do with that? Do we just throw it away? Oh, but just so you guys know, there are companies that do supplement liquidation and you don't make a lot of money, but usually get your hard costs back. We do that with another VRE company, there's an energy shot drink we made and we made, it wasn't a hundred. It was 30 or $40,000 worth of shots we made. And the flavoring came back horrible.

And there's a liquidator, we were able to give it to, who they liquidate on these submarkets and stuff. And you only get pennies on the dollar, but at least you recoup, not all, but a lot of your hard costs. And so the plan is taking these existing ones and put through liquidator where we will get some of the money back on, not all of it, but this is the game. This is the game we all signed up for. There's the ups, the downs, the positives, the negatives, the pros, the cons. But that's what I wanted to share inside of these episodes. I hope by listening to the Zuma Juice stuff, you got some ideas. You got some thoughts about the process of how we do it from why would I pick this business?

What is the most valuable asset to me? It's the copy. I bought this company because of the copy. That was the reason why. Trying to figure out who's the actual avatar for this and funnel hacking to figure out which avatars there are to being served and which the avatar that we need to actually go after. Sitting down and figuring out what is the voice and the language of the company. Really figuring that out. Is this going to be a playful company? Is it a serious company? Is it a biohacking? We are drinking this stuff for energy and health or is it, this is a fun thing that we should be drinking three times a day, breakfast, lunch, and dinner? What is the strategy? Hopefully, you got some cool ideas from this. Also, understanding that look just because I'm Russell, just because I'm the funnel dude who builds funnels who's obsessed with who funnel hacked 15 funnels before we build this one, it doesn't always work the first time out of the gate.

Usually in fact, it doesn't. Hopefully helps also knowing that I have problems with manufacturing, hopefully when you grow with the manufacturer, you make sure that when you get the sample, that you know this is the actual formula, it's the correct formula. Okay. This tastes good. Is this based on this exact formula? Hopefully, there's a dozen or so things that'll give you guys ideas, whether you're building a supplement company or any company. So hopefully you got that value from this podcast. Anyway, so this is the first version of the new style of the podcast. If you guys have enjoyed this, please let me know. I'm enjoying. I'm going to keep taking you on the Zuma Juice journey. When we do our next update, I'll do a new episode that talks about where we left off and where we're going from here.

I'm going to keep as things are happening. And again, I want to show you guys behind the scenes of all the different companies that we're doing this with because I think hopefully good ideas. And you'll see that this is real, that we're messing up along the way, just like all of you guys are, and hopefully it's comforting. And if you are enjoying this, please let us know. And also usually go test out Zuma Juice. I'll let you know when the finalized not good version, but great versions done. But you have to go test it out and try it and drink it. Funnel hack it, go through the process, look at what we did and why we did it.

These are all things that we're testing. These aren't just again, this wasn't just me making up a funnel. I went through the same process like how you guys to go through from funnel hacking, from searching, from building, from testing, from launching, from failing, from relaunching, from failing till you get it actually right. But the cool thing is when this is done, when it's right, then we start growing. You get to a hundred customers. Then a thousand, then 5,000 and I was talking to Ryan Rann about this. He talks about supplement companies. You get 5,000 active customers on supplement. You can sell that company for $10 million. So from my mind, this is the goal.

How do we get 5,000 people on Zuma Juice and an exit for 10 million? That becomes a fun virtual real estate property. It's building a house on Park Place and adding the people and all sorts of stuff. Then you sell it for eight figures. How many cool little virtual real estate, that's hard for me to say that I blur the words, but virtual real estate properties is can you create. So as you guys will listen to future episodes of the podcast, you'll notice in the subject line, there'll be a bracket says, VRE. These are episodes I'm talking about are virtual real estate property. So again, this is the Zuma Juice episode, number one. I will do ones on magnetic marketing, Dan Kennedy, that's a virtual real estate property for me. I'll do it with Doodly. We'll do it with Au Bon Broth, all these different ones.

And so hopefully if you guys enjoy this episode, you enjoy all the other virtual real estate episodes as well. And again, if you enjoyed this episode, please, please share with other people. That is how you can get back to me the most because I'm doing these for free, because I love sharing it, number one, but number two, hopefully you get some value from it.

So if you do, please share it with other people. Talk about it on Facebook, share it on forms, post it on your feed, whatever it is, let people know about it. And if you have questions about this product or any project, go to Again, there's a block there where you can submit voice questions and I listen those questions and we'll pull those ones back in. Maybe my next Zuma Juice episode, if you guys ask questions specifically about this, or maybe if you watch YouTube version, you post it down below, my team can pull those questions and we can answer them at the beginning of episode, the next Zuma Juice episode. And that way we can kind of have this as an open dialogue, which makes it more fun for me and hopefully for you as well. So that's kind of the game plan. You guys hope you enjoyed this episode. We'll see you guys on the next episode of the Marketing Secrets Show.


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