Self Help

Lead Funnels (Russell Brunson)

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Matheus Puppe

· 19 min read

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  • A lead funnel is a marketing strategy that generates leads but also builds trust, grows an email list, builds relationships, converts leads to customers, recoups ad costs, and helps customers upgrade their purchase over time.

  • The history started with pop-up ads in the late 1990s that were used to acquire email addresses. This became very annoying and led to the creation of “squeeze pages” where visitors had to input their email to access content.

  • Squeeze pages evolved into what are now called “lead funnels” which have five parts: a lead magnet (free offer), landing page, thank you page, sales page, and follow-up emails.

  • The first lead funnel the author saw was which made $20 million per year. He had to go through the entire funnel as a customer to understand how it worked behind the scenes.

  • The book will provide 114 examples of unique lead funnels across different industries and teach how to implement the strategies to generate leads, build trust, grow an email list, convert leads to sales, and upsell customers over time.

Here is a summary of the key points about lead funnels from the passage:

  • A lead funnel is a multi-step process used to attract potential customers, gather their contact information, deliver value to build trust, and eventually make a sale.

  • The five parts of the lead funnel described are: 1) Lead Magnet, 2) Landing Page, 3) Thank You Page, 4) Sales Page, 5) Follow-up Funnel.

  • The lead magnet is a free offer used to attract leads and build value. Eben Phelps’ lead magnet was called “The Secrets Most Men Will Never Know About Women.”

  • The landing page exchanges the lead magnet for an email address. Eben’s was simple with a curiosity-inducing headline and promise to deliver the secrets.

  • The thank you page fulfills the promised and builds trust. Eben delivered the “kiss test” secrets as promised to gain trust.

  • The sales page offers products/services to convert leads to customers. Eben upsold to an ebook and home study course.

  • The follow-up funnel communicates ongoing value and offers through emails to build the relationship.

  • The key is to attract leads with a valuable free offer, build trust by delivering on promises, then make offers to convert those leads into paying customers and grow the customer base over time.

  • Lead magnets are free digital products (ebooks, checklists, reports, etc.) that are given away in exchange for someone’s email address. This starts building an email list.

  • Good lead magnets evoke curiosity with an intriguing “hook”. They should solve problems or alleviate pain points for the target audience.

  • Landing pages are where the lead magnet is offered in exchange for the email. They should be simple and clearly communicate the exchange of value.

  • The most valuable asset in a business is the email list. Companies acquire other companies primarily for their customer lists, not individual products.

  • Building an email list allows you to continuously market to and generate revenue from those contacts over time. The money is in the list, not just individual product sales.

  • As a general formula, each contact on an email list can generate around $1 per month if the relationship is managed well. Larger lists in the thousands or tens of thousands can produce substantial ongoing monthly revenue.

So in summary, lead magnets and landing pages are about starting to build a valuable email list asset that can pay ongoing dividends if nurtured properly through ongoing communication and marketing. The focus should be on optimizing both the front-end lead generation and back-end monetization of those leads.

  • Building an email list and relationship with subscribers is extremely valuable as it allows you to generate ongoing passive income each month.

  • Aim to average $1-3 per subscriber per month as you start out. With more effort put into relationship building, some businesses average $10-50+ per subscriber.

  • Even small local businesses can build sizable lists and generate significant monthly earnings. For example, a business with 1,000 subscribers generating $1 each is $1,000 per month.

  • Building an email list is a much more profitable investment than real estate, as leads can generate returns the same month while real estate may take over a year. For the same $100k investment, leads could returns $100k per month versus $500 per month for real estate.

  • It’s important to focus on delivering value to subscribers through content like podcasts to build trust and deeper relationships over time. This allows charging much higher prices like $10k-$100k per product/service.

  • The thank you page fulfills the promise made on the lead capture page by delivering the promised lead magnet. It can also introduce a first offer to recoup ad costs and continue building the list.

  • While not necessary at first, the sales page is where products and services can eventually be sold to subscribers after warming them up with value.

Here is a summary of the key points about building relationships with your email list:

  • Your first goal after building an email list is to build relationships with the people on that list through ongoing communication.

  • This communication can be done via email, Facebook Messenger, text, and other channels.

  • Follow-up funnels in ClickFunnels allow you to automate messages and communications with your list over time. You can schedule different messages to be sent on certain dates in the future.

  • Follow-up funnels provide a way to send broadcast messages to your entire list, such as invitations to webinars, notifications of sales, or announcements for local businesses.

  • Building relationships through consistent, helpful communication over time keeps your list engaged and loyal to your brand/business. It strengthens the connection between you and those on your list.

  • Communicating value and giving people a reason to stay connected is key to maximizing the potential of the list you’ve worked to build.

The text discusses creating free lead magnets or information products using publicly available content through compilation, repurposing, or repackaging. Some key points:

  • One can compile existing case studies, reports, ads, testimonials, etc. into an ebook to give away.

  • Works in the public domain, like books published before 1923, can be reprinted and rebranded for one’s audience as a free book. Think and Grow Rich is given as an example that is frequently repurposed.

  • Audio formats increase perceived value over text. The same content from Think and Grow Rich sold for $97 as an audio course versus $9.97 as a book.

  • Interviews with experts on a topic can be recorded and packaged as an audio lead magnet or product. The text gives an example of interviewing Vince James, author of a book on direct mail marketing, and using the six hours of recordings in a funnel.

  • Existing publicly available content can be easily repurposed or repackaged as free lead magnets or low-cost products through compilation, reformatting, or adding one’s own intro/context for the target audience. This allows for fast creation of offers.

  • The passage discusses quick and easy ways to create lead magnets and info products to build an email list.

  • Nine different methods are presented: ebooks, checklists/worksheets, interviews, audio compilations, screen recordings, iPhone videos, workshops, and more.

  • For each method, examples are given of how to quickly produce the lead magnet content, such as interviewing experts in your industry or compiling highlights from podcasts and videos.

  • It stresses that the content does not need to be perfectly polished - the goal is to get it created rapidly.

  • Once you have a lead magnet, the next step is to build a landing page that offers the lead magnet in exchange for an email address.

  • Three keys to an effective landing page are mentioned: keep it simple, build curiosity, and clearly tell visitors what to do (i.e. provide their email address).

  • The overall goal is to leverage these simple lead magnets and landing pages to efficiently grow an email list, which can then be marketed to through follow-up sequences.

  • The post discusses designing highly converting landing pages and lead funnels. The key elements are keeping it simple, building curiosity, and telling visitors what to do.

  • Examples are provided of effective landing pages that follow these principles from ClickFunnels.

  • Free ways to build an email list are suggested, like getting podcast interviews or writing guest blog posts. This allows including a call to action to sign up for a lead magnet.

  • The importance of a thank you page that immediately delivers the lead magnet and pushes visitors to the next offer like a sales page or subscription is explained.

  • How to create a self-liquidating offer (SLO) on the sales page that immediately recoups advertising costs from a percentage of conversions. This allows generating free leads by having the funnel pay for itself.

  • Breaking even early through follow up messaging via email is suggested if the SLO does not convert well on day one to continue the conversation and sales process.

The key takeaways are designing simple, curiosity-building, clear CTA landing pages and funnels, using free traffic sources initially, and implementing SLOs to achieve free or nearly free lead generation at scale over time.

  • Communicating regularly with your email list is important for building trust and relationships with leads/customers. This can increase how much revenue you generate from each lead over time.

  • A good follow-up email sequence (follow-up funnel) allows you to communicate automatically with leads after they opt-in. It reminds them of your offer and provides additional value/content to nurture the relationship.

  • If your initial offer only converts 5% of leads but your follow-up increases conversion to 10%, you can break even on your ad spend by day 3 rather than being in the red after day 1. This allows you to relax and continue nurturing the relationship long-term for profit.

  • Follow-up funnels are like sales funnels, automatically directing leads through a sequence of messages (email, text, Facebook etc). This builds the relationship over time in a systematic way.

  • Communicating through multiple channels like email, Facebook messages and desktop notifications increases the chances a lead will engage with you and makes each lead more valuable long-term.

  • Retargeting messages in follow-up funnels allow you to further nurture leads who visited but didn’t convert by staying top of mind on Facebook.

  • Follow-up funnels not only build relationships but also provide analytics on lead engagement to optimize messaging over time. Regular communication is key to increasing profit per lead.

  • Follow-Up Funnels tracks detailed data on each contact, including social media profiles linked to their email, messaging interactions, purchases, etc.

  • It uses this data to generate a Recency, Frequency, Monetary Value, and Social (RFMS) Score for each contact. This score indicates how valuable the contact is.

  • The recency score looks at how recently they’ve interacted. Frequency looks at how often they interact. Monetary value considers how much they’ve spent. Social examines their social media presence.

  • A higher RFMS score means the contact is more engaged and valuable. Marketers can see which parts of their audience are most responsive based on these scores.

  • The author then discusses creating content through publishing. Three methods mentioned are blogs on Medium, a podcast by recording audio while driving, and a video vlog uploaded to YouTube/Facebook.

  • A trick is outlined to publish content across all three formats with minimal extra work - record a video, extract the audio to upload as a podcast, and get the audio transcribed to publish as a blog post. This maximizes reach from one piece of content.

The key points are how Follow-Up Funnels analyzes contact data to determine engagement and value through the RFMS score, and a method is proposed for publishers to efficiently create content across multiple formats.

The article emphasizes the importance of starting to publish and share your content, journey, ideas, etc. even if you don’t feel fully ready or have completed all your goals. Some key points:

  • Your business will never be completely finished or perfect, so you need to publish when things are 80% done.

  • Publishing helps you build an audience and nurture relationships over time. If you don’t continue engaging your audience, they will forget about you.

  • Sharing the ups and downs of your journey allows others who are just starting out to relate and follow your progress.

  • Publishing early allows you to test out different content, messages, and hooks to see what resonates best with your audience. This provides valuable feedback.

  • Publishing frequently helps you refine your material and messages over time, becoming better at storytelling and marketing. Rewards come from putting in the work.

  • You don’t need to have all the answers or reach all your goals - starting where you are and being one or two steps ahead of your audience is enough to provide value. The key is to start publishing now rather than waiting.

Here is a comprehensive summary of the lead funnel swipe files:

  • The lead funnel swipe files provide examples of marketing funnels used by different online businesses and brands to promote offers such as ebooks, guides, newsletters and memberships.

  • Each swipe file outlines the key elements of a typical marketing funnel including the hook, story, offer and thank you pages.

  • Examples are provided for different types of businesses and niches including ClickFunnels (sales funnel software), Digital Marketer (online marketing training), ATHLEAN-X (fitness training), Affilorama (affiliate marketing training) and Betting Gods (horse racing picks newsletter).

  • The offers being promoted generally provide useful content or value first to entice people to opt-in, such as free ebooks, guides, templates or newsletters. These then often upsell or promote related paid products/services or memberships.

  • The goal of the lead funnel swipe files is to provide replicated examples of successful marketing funnels that others can model for their own business or use as inspiration to build high converting funnels to grow their list, generate leads and make sales.

Here are the key points about this lead funnel:

  • The hook introduces the offer by focusing on a specific benefit (e.g. saving time, making more money)

  • The story further explains the benefit and why the target customer would want or need the offer

  • The offer is clearly stated and asks for the minimum amount of information (usually just an email) in exchange

  • The thank you page acknowledges receipt and may include additional ways to engage further, such as through social media or an upsell

  • The funnel is designed to educate and build trust with the target customer so they are more likely to opt-in and potentially become a paying customer down the line

  • The goal is to collect emails in an ethical way so the business can further nurture those leads into sales over time through their messaging (emails, social media, etc.)

So in summary, the lead funnel format aims to optimize converting website visitors into email subscribers by explaining the key benefits, making the offer very clear and low commitment, then thanking and further engaging the new subscriber post-optin. The goal is to start a long-term customer relationship through ongoing communication.

Here is a summary of the lead funnel slide file content:

The slide file contains various lead funnel templates promoting different products and services. The funnels generally follow a consistent structure of a hook/headline, story, offer of a free resource, and thank you page.

The funnels promote topics like weight loss programs and recipes, audiobooks, writing and business guides, newsletters, reports on industries like payments and social media, real estate marketing resources, travel hacking guides, and investing in a tool franchise.

The free offers include digital guides, reports, checklists, audiobooks and newsletters. The thank you pages provide instructions to access the free resource and sometimes include options to purchase related programs or set up a free trial. The funnels aim to engage visitors by offering valuable information and incentivizing further engagement through the free resources.

The landing page offers a free report on how to start a Matco franchise. To receive the report, visitors fill out a form with their contact details. After submitting the form, they will receive the report via email along with a link to download it. They will also have the option to talk to a Matco representative about a tool franchise opportunity.

These swipe files feature lead generation campaigns from various companies and products. They showcase assets like ebooks, reports, trainings and presentations that offer value to leads in exchange for their contact information. The overall format follows a similar structure - a hook or teaser about the free asset, a story selling its value, a request for email or other contact info, and then a thank you page pointing to the asset or next steps. The campaigns leverage different channels and mediums including Facebook, email sequences, chatbots and webinars to engage leads and move them through the funnels.

Here are the summaries:

L E A D F U N N E L S S W I P E F I L E | 110 Inside Darren Hardy’s “Sunday Planning System,” you learn how to bring clarity, focus, and confidence into each week. By entering your info, you get a free digital worksheet and video training.

L E A D F U N N E L S S W I P E F I L E | 111 On the thank you page, you can check your email for the download link and register for a private event where Hardy shares three insider secrets.

L E A D F U N N E L S S W I P E F I L E | 112 In HubSpot’s guide “How to Optimize Landing Pages for Lead Generation,” you learn best practices for generating leads with high-converting landing pages. By entering your email, you get the free digital guide.

L E A D F U N N E L S S W I P E F I L E | 113 In Rebilly’s guide “The Retry Strategy,” you can reduce churn and increase subscription renewals. By entering your info, you get the free digital guide.

L E A D F U N N E L S S W I P E F I L E | 114 On the thank you page, you can check your email for the download link and look into using their Rebilly software.

L E A D F U N N E L S S W I P E F I L E | 115 With ClickFunnels’ ebook “The Funnel Hacker’s Cookbook,” you’ll discover how making a funnel is as easy as following a recipe. By entering your email, you get the free ebook.

L E A D F U N N E L S S W I P E F I L E | 116 On the thank you page, you can download the ebook, watch training videos, and purchase a physical copy of the cookbook.

L E A D F U N N E L S S W I P E F I L E | 117 With Brian Moran’s book “The Going Pro Manifesto,” you’ll discover how to reach $100k+ sales just like the pros. By entering your email, you get the free 2 chapter download.

L E A D F U N N E L S S W I P E F I L E | 118 In Information Highwayman’s lessons “Learn Copywriting Backwards: Module 1,” you can learn to write effective calls to action in 5 days. By entering your email, you get the free digital lesson.

L E A D F U N N E L S S W I P E F I L E | 119 On the thank you page, you can check your email for the download link and purchase the entire course and coaching.

L E A D F U N N E L S S W I P E F I L E | 120 With Pushpay’s ebook “27 Plug-And-Play Facebook Ads for Churches That Actually Work,” you’ll discover how to increase your church’s reach with targeted local Facebook ads. By entering your info, you get the free ebook.

L E A D F U N N E L S S W I P E F I L E | 121
With “Funnel Fridays” by ClickFunnels & FunnelScripts, you can learn how to quickly make funnels and get a chance to have your funnel built for free. By subscribing, you’re entered to win.

L E A D F U N N E L S S W I P E F I L E | 122 On the thank you page, you can watch the last Funnel Fridays episode, join ClickFunnels and/or FunnelScripts, and watch more episodes.

L E A D F U N N E L S S W I P E F I L E | 123 Inside ClickFunnels’ YouTube channel “Funnel Hacker TV,” you’ll discover ideas, strategies, and motivation to create a successful online business. By subscribing, you get two bonus training videos.

L E A D F U N N E L S S W I P E F I L E | 124 With Impact’s offer, you get 10 popular marketing ebooks covering topics like conversion rates, storytelling, LinkedIn marketing, and more. By entering your info, you get the free ebooks.

L E A D F U N N E L S S W I P E F I L E | 125 In DigitalMarketer’s “The Ultimate Digital Marketing Toolbox,” you get access to marketing resources like swipe files, playbooks, templates and more. By entering your info, you get the free digital toolbox.

L E A D F U N N E L S S W I P E F I L E | 126 With ShoutWire’s local tree service estimate page, you can spend 60 seconds to get multiple contractors contacting you with estimates for your project.

Here is a summary of the lead generation page:

Thank you for the opportunity to receive an estimate from a local tree service company. Please contact me at [Your Name], [Your Phone Number], [Your Email Address] to discuss your services. I look forward to hearing from you soon.

To receive one chance to spin the “Discount Wheel” to see if you get a discount on your purchase.

  • The page shares multiple lead magnet templates for marketing campaigns, including headlines, stories, and offers for each template.

  • The templates are for lead magnets on topics like trading systems, marketing hacks, investment opportunities, and business growth strategies.

  • The format includes an attention-grabbing headline, a short preview of what’s inside the lead magnet, and an offer to enter your email to get the free resource.

  • Disclaimers are included stating that the examples are for inspiration only and the reader cannot directly copy or redistribute the advertising content. Overall usage rights and legal terms are outlined.

  • The purpose is to provide multiple lead magnet marketing templates and examples that readers can draw ideas from to create their own optimized lead generation campaigns.

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About Matheus Puppe