Episode 23: Funnel Math That Makes You Feel Better About Your ...

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1. So now on your paper, you should have a squeeze page that says FREE, a box in the middle that says $27 with a little order bump at the bottom of the box that says $37. And then you should have the third box, which is the OTO, and that should say $77. “You’re going to know what your normal is and then you can compare yourself against yourself.” So just write 20% to 30% in that first little box. Okay? That’s normal. On the middle box, the offer box where you’re selling that $27 course or workshop, I want you to write 1% to 5% because that’s normal. It is normal for 1% to 5% of people who see this page to buy it. Not 10 percent, not 20, not 30, not 50, right? We think, Oh, if one hundred people see this offer, we’re going to get 10 sales. No, you’re probably not.

   In Internal outbound baselines

2. Sometimes when you’re first running ads, your ad costs are higher. You’re not very good at ads yet. So then it can feel like you’re not making any money because you’re spending all that money in the ads. But I wanted to kind of calibrate expectations. “So I did this entire exercise at the mastermind and showed everybody how to adjust their expectations and how to know if a funnel is actually working.” Now, the first page in the funnel is going to be the squeeze page. That’s going to be the page where you give away something for free. So in that first box, just write “FREE” and then the box right next to it, put one box to the right. That’s going to be the offer. That’s the thing that you sell after they opt-in right? You give them something for free and then you’re like, ah, awesome. Okay, here is a $27 course. So in that second box, write $27. Now a lot of people who work with me, or if you know Russell and you’re in the funnel world, you know that when you get somebody to say yes to something like a workshop or a course for $27, you’re leaving money on the table.

   In Funnel scenario modeling

3. So I did this entire exercise at the mastermind and showed everybody how to adjust their expectations and how to know if a funnel is actually working. So if you are sitting down with a pad and paper, I want you to draw three boxes in a row, okay? So basically we’re going to draw out a funnel together. “That’s the thing that you sell after they opt-in right?” If you don’t add what’s called an order bump. And that’s a little thing at the bottom where if you check off, it adds something extra to their order. So at the bottom of your little box, the word order bump, and then put a price of $37 because maybe you have something else you can sell them. That’s a simple order bump. Then the third box, the next box over to the right is going to be your OTO. This is your one-time offer. This is an upsell. So they’ve said yes to your $27 workshop. Maybe they clicked the box to get the order bump, maybe they didn’t. And now they’re being shown a page that says, wait, your credit card is being processed. But before you go, I have a one-time offer. Click YES or NO to buy. So let’s pretend that you have an OTO that’s a course that’s $77.

   In Campaign offer design

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