The Russell Brunson Show
Content Launch Funnels: The Secret to Selling Anything... Without Selling Anything! | #Selling - Ep. 12
Mon, 24 Feb 2025
In this episode of The Russell Brunson Show, I’m pulling back the curtain on a powerful strategy I’ve been quietly perfecting for the past four years… I call it the Content Launch Funnel. I love this funnel because it allows you to email your list daily without burning them out while simultaneously converting more people into buyers! Seems to good to be true, I know, but it isn’t! Forget traditional product launches, this approach wraps your offers in value-driven content… Like candy! You’ve heard, “A spoon full of sugar helps the medicine go down.” Yea, it’s like that. The Content Launch Funnel makes it feel like you’re giving instead of selling. If you’ve ever struggled to keep your audience engaged or wanted a way to increase conversions without annoying your list, this is the strategy you need. Key Highlights: Why traditional email promotions burn out your audience - and how to fix it The Content Launch Funnel formula that makes your list want to hear from you daily How to wrap your offers in irresistible “candy” content so they naturally convert The “Thank You Page MIFGE” strategy that turned ClickFunnels into a billion-dollar brand How to structure your emails so they drive engagement, not unsubscribes Most people treat email marketing like a necessary evil - something they have to do, but that slowly erodes their list over time. With the Content Launch Funnel, you’re flipping the script and turning email into your biggest growth engine. Your audience will actually look forward to your messages, stay engaged longer, and buy more - without feeling like they’re constantly being sold to. If you’re ready to transform how you market, increase conversions, and build a loyal customer base that trusts you, this episode is packed with the exact blueprint to make it happen. https://sellingonline.com/podcast https://clickfunnels.com/podcast https://www.secretsofsuccess.com/how-to-get-anything-you-want-challenge Special thanks to our sponsors: NordVPN: EXCLUSIVE NordVPN Deal https://nordvpn.com/secrets Try it risk-free now with a 30-day money-back guarantee! Northwest Registered Agent: Go to northwestregisteredagent.com/russell to start your business with Northwest Registered Agent. LinkedIn Marketing Solutions: Get a $100 credit on your next campaign at LinkedIn.com/CLICKS Rocket Money: Cancel unwanted subscriptions and reach your financial goals faster at RocketMoney.com/RUSSELL Indeed: Get a $75 sponsored job credit to boost your job's visibility at Indeed.com/clicks Learn more about your ad choices. Visit megaphone.fm/adchoices
Chapter 1: What is the Content Launch Funnel and why is it effective?
This is the Russell Brunson Show. Hey, this is Russell. Welcome back to the show. Today I want to talk about something that I have never talked about before publicly. But I think it's something that will be really powerful for you. It's called the Content Launch Funnel. And this is really one of the secrets to selling anything without selling anything.
Chapter 2: How does the Content Launch Funnel differ from traditional email marketing?
I know it may seem confusing at first, but come back with me and I'm going to explain how this thing works. Because it gives you the ability where you can literally email your list every single day. And they never get frustrated, they never get burned out, they never get tired. In fact, they start looking forward to your emails.
And at the same time, it converts more of these people, every single opener, every single clicker into a buyer, which is the key. And so that's what we're talking about today. So if you want to drive more traffic, if you want to send more emails and have more success, this Content Launch Funnels concept is something new that I've been tinkering out there for like the last, man, four years now.
Chapter 3: What are the key components of a successful Content Launch Funnel?
And this is the first time I ever shared it. So here we go. Um das zu verstehen, gibt es drei oder vier verschiedene Dinge, die du zuerst verstehen musst. Ich werde dir also einen Kontext geben. Ich werde dir diese drei oder vier verschiedene Funnels erst erklären. Danach werde ich dir erklären, wie wir diese Dinge zusammenführen in einen Content-Launch-Funnel.
Der erste Funnel, der wichtig ist, ist der Produkt-Launch-Funnel. Dies ist der Funnel, der von Jeff Walker berühmt wurde. Wenn du noch nie durch Jeff Walkers PLF-Kurs, Produkt-Launch-Formel gesucht hast, dann weißt du, wie er einen Produkt-Launch-Funnel macht. Jeff nennt es eine Sideways Sales Letter, was lustig ist.
Ich denke immer an diese langformige Sales Letter, um dein Produkt oder Service zu verkaufen. Und Sideways tippt über und bricht vier verschiedene Dinge. Wenn du dir einen traditionellen Jeff Walker-Style Produkt-Launch-Funnel anschaust, das ist so, wie es funktioniert. Der erste Schritt, du gehst auf die Landingpage, du nimmst deine E-Mail-Adresse und danach nimmst du eine E-Mail-Liste.
Und was passiert, ist, dass sie typisch vier Videos haben. Video Nummer eins wird da sein. Und normalerweise... Okay. Okay. Okay. Wenn man sich Jeffs Formel anschaut, ist es eigentlich sehr ähnlich zu meinem Modell mit dem perfekten Webinar. Es ist nicht das gleiche, wir haben unsere Nuancen, wie wir es anders machen, aber der Prozess des Verkaufs ist das gleiche, richtig?
Und wenn du ein ehrlicher Russell Brunson-Follower bist, du bist schon in meinem perfekten Webinar-Training gewesen, siehst du, Video Nummer 1 ist meistens...
origin story new opportunity video number two is like you teaching like an ownership experience like teaching them how to do the thing number three is going to be your internal false beliefs number four is going to be your external and then you make the pitch right so it's it's different but very similar model right it's how you break up the four videos and so that's kind of the concept how jeff walker runs his product launch funnel so yeah i'm sure you've seen him before if not that's kind of the way it works um someone opts in there's a video
Video 2, Video 3, Video 4, dann macht er eine besondere Offerung. Das ist, wie der Produkt-Launch-Funnel aussieht. Von der Struktur her benutzen wir eine sehr ähnliche Struktur wie der Content-Launch-Funnel, aber eine andere Strategie. Ich möchte nicht denken, Russell lehrt den Produkt-Launch-Funnel. Nein, ich nicht. Es geht darum, die Strategie zu verstehen.
In der Tat, wenn man sich einen traditionellen Produkt-Launch-Funnel anschaut, sieht man meistens am Top, dass es vier Videos gibt. Und Video 1 wird geschlossen, Video 2, 3 und 4. Und es gibt einen Lock-Sign, einen Lockdown. Man kann es nicht erreichen, bis sie Video 2 und dann Video 3 und Video 4 veröffentlichen.
Und das ist eine sehr ähnliche Struktur, wie wir unsere Content-Launch-Funnels machen. Das ist Nummer eins. Nummer zwei. One of the most powerful things that we discovered a decade and we launched ClickFunnels. In fact, this is the difference why ClickFunnels is not a $100 million company.
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Chapter 4: How did the 'Thank You Page MIFGE' strategy contribute to ClickFunnels' success?
Aber wir hatten auch, wenn du auf clickfunnels.com gehst, gab es einen Trial, einen 14-Tage-Trial. Und das eine, was wir dazu gaben, war, dass jemand für das Webinar registriert war. Das war Todds großartige Idee. Todd Dickerson, mein Geschäftspartner.
Todd hat gesagt, hey, lass uns dieses Ding dazu geben, wo man im Grunde ein Video macht und sagt, hey, danke, dass du für das Webinar registriert bist. Es wird in zwei Tagen beginnen, oder was auch immer. Aber bevor du aufstehst, auf der Thank You-Page.
Und was verrückt ist, nach einer Dekade zurück, das erste Jahr von ClickFunnels, haben wir 2.500 Leute gekauft, die den 1.000 Dollar Offer am Ende des Webinars gemacht haben, was großartig ist. Das ist ein wirklich gutes Unternehmen. Aber was noch besser ist, 7.500 Leute, created a trial on the thank you page and stuck.
So we had 7,500 people paying $97 a month for ClickFunnels after the first 12 months. So it's crazy. You look at, like, most people do webinars like, oh, we did, it was 2,500 times 1,000, right? We had $2,500,000 in sales. That's great, right? But what you don't understand is that 7,500 times 97 is $7,500,000. No, it's more, no. What's the math? Anyway, it's
Ich glaube, es kostet ungefähr 9 Millionen Dollar pro Jahr in rekurrenter Revenue. Das ist viel mehr günstig als das, was wir auf dem Webinar verkauft haben. Es war nur ein kleiner Tweet, ein kleiner Hinge, der eine große Tür gezwungen ist. Wir haben uns angefangen, diese Danke-Page-Mifkies zu nennen. Was ist ein Mifkie? Ein Mifkie bedeutet, dass du das freie Geschenk am liebsten verkaufst.
Ich habe das von Dan Kennedy gelernt. Als ich Dan Kennedys Firma gekauft habe, war es lustig. Ich bin auch ein Konsultant, also wenn ich die Firma konsultiere, schaue ich, was schon funktioniert und wie können wir das verbessern. Wenn ich Dan's Firma gekauft habe, habe ich mit diesem Team von hier nach Boise getroffen und gefragt, wie das funktioniert.
Und sie sagten, das, was seit 40 Jahren funktioniert, ist das Mifki. Und ich dachte, was? Das Mifki? Ich sagte, was ist das Mifge? Er sagte, es ist das meiste unglaublichste gratis Geschenk je, M-I-F-G-E, Mifge. Und er hat das Mifge genommen.
Und das, was Dan Kennedy machen würde, ist, als er seine Newsletter geöffnet hat, war es so, hey, wenn du von meiner Newsletter signest, bekommst du 10.000 Dollar mit den Bonussen und Geldvermögen für gratis. Also es war wie eine unerhebliche Offerung, richtig?
Und so, ähm, als wir die Dan Kennedy Firma eröffneten, als ich die Firma wieder eröffnete, haben wir einfach eine wirklich gute Mifki-Offer gemacht. Wir haben sie eröffnet und, und, weißt du, das ist, wie wir, das ist, wie wir das ganze Geschäft und diese Marke wieder gebaut haben. Und so, das ist, das ist, was eine Mifki ist, eine wirklich gute Offer.
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Chapter 5: What is the role of 'Miffy Candy' in the Content Launch Funnel?
It's like medicine, where they take medicine, a spoonful of sugar makes the medicine go down, right? Because it's flavoring it. So, what I'm doing is I'm taking the offer. So, let's just say, for example, here we go, .com secrets book, right? So, let's say I'm going to sell a .com secrets book.
I can send four emails, five emails to my list selling the book, but then it's like, okay, Russell, we got the gist, like, you're selling us a book. Like, there's no value here other than just us buying your offer. So, okay, how can I do this? I start looking back, like, what are all the things I've done over the years? Content rise around .com. So I thought, instead of me just...
Wenn ich das Buch verkaufe, was ist, wenn ich zurückgehe und viel davon finde? Und ich lasse die Leute das gratis sehen, damit sie den Eindruck des Buches bekommen, den Kaffee. Und dann habe ich ihnen das unvergessliche Angebot, das unglaublichste gratis Geschenk je. Was sieht das aus? Und was wir tun, ist, wir haben vier Videos gemacht. Okay, I have four videos and I have an offer.
Like, what's the right funnel I can use? I was like, what if I use the product launch funnel? But instead of having these product launch videos all set up to launch a $2,000 course or something, what if it was like this? Okay, so basically this is what it looks like right now. This is what the content launch funnel looks like.
So we have a landing page that says, hey, I've been teaching people how to have success with funnels for the last, 10 Jahre. Ich bin ein bestseller Autor, der dieses Konzept lehrt, aber ich habe vier Videos, die ich durch mein Leben gemacht habe, die die wichtigsten Dinge beibringen. Ich habe einen hier, einen hier, einen hier. Leute haben 5.000 Dollar gespart, es war dieses Event, 2.000 Jahre.
Diese sind echte, wertvolle Videos. Wenn du frei Zugang zu ihnen willst, gib mir deinen E-Mail-Adress. Ich bin also ein Lead Magnet. Wenn jemand kommt und sie wollen Zugang zu diesen coolen Videos, schicken sie ihren E-Mail-Adress. E-Mail-Adress geht in, boom, sie gehen auf die nächste Seite und auf die nächste Seite slide ich in die Danke-Seite von Mifki, okay?
Hey, danke so sehr für das Registrieren für die .com-Seekers-Training-Serie. Wenn du noch nicht den Buch gelesen hast, gibt es einen Link unten, du kannst den Buch bekommen, eine kostenlose Kopie des Buches, Cover-Shipping-Handling, Links unten, du kannst eine kostenlose Kopie bekommen und dann gehen sie runter und sagen, ja, eine kostenlose Kopie oder nein.
1.
Wenn sie sagen, ja, sie nehmen ihn in den Buch-Funnel und dann nehmen sie ihn zurück zum Video Nr. 1, richtig? Also, egal. All right, Funnel Hackers, I've got a question for you. How many of you love to travel, whether it's for business or masterminds, or just taking a break while your funnels keep working for you? Travel is a huge part of the entrepreneurial lifestyle.
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Chapter 6: How to structure a Content Launch Funnel for maximum engagement?
In fact, I got three steps for you, okay? Step number one is figuring out what is the thing you actually want to sell, okay? Again, it could be a book, it could be a course, it could be your membership site, it could be whatever it is, right? And so that's the first thing. Now, I want to amplify this a little bit. A lot of people miss this, right?
Whenever I say Mifki, the most incredible free gift ever, a lot of times I think about this in relation to how I traditionally teach in the past, which is like if you're launching a membership site, you create a Mifki, like a really good offer to get people in continuity. But the reality is, every single offer I'm creating, I'm attaching it to a Mifki. Does that make sense?
So again, I'll come back to the .com secrets book, right? This is the book. It's free plus shipping. It's $7.95 to get a copy of this book, right? Aber wenn du dann auf dotcomsecrets.com gehst und auf die Webseite schaust, bekommst du nicht nur dieses Buch, sondern auch sechs verschiedene Dinge. Du bekommst diese sechs Dinge gratis, wenn du das Buch kaufst.
Wenn du das Buch kaufst, bekommst du diese sechs Dinge. Wenn ich auf die Webseite schaue, gibt es einen 30-Tage-Challenge. Es gibt zwei oder drei andere E-Books. Es gibt zwei oder drei Videokursen. Du bekommst all diese Dinge, richtig? Ich habe all diese Dinge gekauft. Das ist der freieste freie Geschenk, den du für gratis bekommst, wenn du eine Kopie des Buches bekommst.
Bei jedem Angebot, den ich kreiere, gibt es einen Mifki. Der Mifki ist immer das gratis, was sie bekommen, das man sich an das Kernprodukt befindet, das man verkauft. Das macht Sinn, okay? Also Schritt Nummer eins ist, was du verkaufst. Was ist das Angebot? Und dann, was ist das Bonus, das unglaublichste, was du jemals bekommst, das du an das Angebot befindest?
Und der Grund, warum ich das tue, ist, weil ich das sehr, sehr speziell machen möchte. Wenn jemand zu meinem... My Content Launch Funnel, and they opt in. The next page will say, hey, congratulations, I'm gonna give you a very special offer, okay? When you buy my book right now, I'm gonna give you all these things for free, right? Like that's how I structure this irresistible offer.
It's very simple, it's very easy. It's Mifki. So it's attaching a Mifki to anything that you're selling. So when I'm selling a continuity, a membership site, I say use a Mifki to do that. I'm just attaching a Mifki to that, right? But if I'm selling a $10,000 offer, again, let's say my $10,000 offer is a coaching program, what's my Mifki?
Okay, it's all the other bonuses they're getting that I'm attaching to that core offer. Does that make sense? So don't think of Mifki as only for memberships and continuity, right? It's for when you're selling anything. Okay, so step number one, what is the thing you want to sell? And you're going to attach an offer around it. Okay, that's step number one. Jetzt gehen wir zu Schritt Nummer zwei.
Schritt Nummer zwei, das Ding, das ich durchdenke, ist, okay, ich habe dieses Produkt, dieses Angebot, das ich versuche zu verkaufen. Was sind all die Dinge, die ich in der Vergangenheit gemacht habe, um Content für es zu schaffen?
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Chapter 7: What steps should you take to implement a Content Launch Funnel?
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So, a good example, with my Secrets of Success business, I had a book that I wanted to promote. So I found three other people who were nerdy like me, who loved books, and I sent them a copy of the books. One was Joe Vitale, one was Eileen Wilder, one was Annie Grace.
I said, all of those guys, let's all read the book, and I want to interview each of you guys on one of the chapters of the book, right? So somebody would come and they would opt in. In fact, I pulled the page up here a second ago. I don't know if I can find it and tell you guys if you want to go see it. Okay. Okay, if you go to, well, it's kind of long, dang.
SecretsofSuccess.com slash how-to-get-anything-you-want-challenge. I gotta find a better domain name than that. Anyway, that's where it's at. YouTube will drop a link down below. Maybe the podcast, we can as well. But there's the challenge. It's a free thing, right? It's the opt-in, I call it the three-day challenge. And day number one, it's me interviewing Joe Vitale.
Day number two is me interviewing Eileen Wilder. Day number three is me interviewing Annie Grace. And guess what we do? After they register, there's the thank you page Mifki. Okay, that interview with Joe Vitale. We talk about the book, his favorite chapter. We push it back to the Mifki. Day number two, Eileen Wilder and me talk about the book. Then we push it to the Mifki.
Day number three, Andy Grace, back to the Mifki. Does that make sense? So literally that's how we do it. And the same thing with the Robert Collier book, right? We did a three-day event on Robert Collier and like the same process, right? So we're creating the content around the offer to push to the offer. So it hopefully makes you start thinking about content a little bit differently.
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