Russell Brunson: The Underground Playbook

THE UNDERGROUND PLAYBOOK
FOR GROWING YOUR COMPANY ONLINE

WITH SALES FUNNELS
AUDIOBOOK SUPPLEMENTAL
MATERIAL
RUSSELL
BRUNSON
HAY HOUSE, INC.

Carlsbad, California • New York City
London • Sydney • New Delhi
DOTCOM SECRETS • AUDIOBOOK SUPPLEMENTAL
MATERIAL
Figure 0.1:
The offline sales funnels brought prospects through a predictable series of steps.
Figure 0.2:
Today’s online sales funnels are practically identical to the offline

direct response marketing funnels I studied as a kid.
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Figure 0.3:
My love for direct response marketing gave me a huge collection of junk mail.
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Figure 0.4:
Blogs, podcasts, and online video are simply newer

versions of the old-school offline media channels.
Figure 0.5:
I was modeling what I could see happening on the surface,

but the real money was made in ways I couldn’t see.
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Figure 1.1:
On average, each day I spent $10 in ads to sell one $37

DVD, so I was able to make a profit of $27 every day.
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Figure 1.2:
After the Google slap, I realized that I spent on average

$50 per day to sell one $37 DVD, so I lost $13 every day!
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Figure 1.3:
By adding OTOs after your core offer, you’ll be able to increase your
customer’s total order so you can still buy ads and remain profitable.
Figure 1.4:
After adding a potato gun kit as my OTO, I was able to increase my customer’s
average order from $37 to $102. Instead of losing money with $50 per day
ad costs, I was able to make a higher profit than I did before the Google slap.
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Figure 1.5:
A traditional website is a lot like a brochure, where it shows everything

about a business. With so many options, though, sales usually suffer
because visitors are confused about what their first step should be.
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Figure 1.6:
A sales funnel is similar to cloning your best salesperson and having them guide your
prospect through the entire sales process until they reach your desired destination.
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Figure 1.7:
If you were to hire me for a $100,000 consultation day, we would work on

answering these four questions in the secret formula for your company.
Figure 1.8:
First, you must ask yourself, Who is my dream customer?

Then go find where your dream customers are congregating.
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Figure 1.9:
Mastering the secret formula is the foundation for business success.
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Figure 2.1:
Each piece of bait you put out (such as ads, emails, landing pages, upsells,
webinars, and phone calls) should include a hook, a story, and an offer.
Figure 2.2:
To overcome price resistance, increase the value of your offer

so it’s worth 10 times more than what you’re selling it for.
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Figure 2.3:
Write down all the products and services that you can add
to increase the value of your core offer.
Figure 2.4:
By adding more products and services to your core offer, you can make it
irresistible by seeming less expensive than what your competition is offering.
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Figure 2.5:
Instead of offering just babysitting, Kiana was able to increase

the value of her offer so that parents would be more likely to
choose her over (and pay her more than) her competition.
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Figure 2.6:
You’ll put out offers everywhere in the marketplace,

including in your ads, emails, and funnels.
Figure 2.7:
A great offer is usually not enough on its own to produce a sale. You also need
a story that helps your dream customers trust you enough to buy from you.
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Figure 2.8:
Though we presented these in reverse order, the hook is

the first step, as it grabs your dream customers’ attention.
Figure 2.9:
The last step, after identifying your dream customers, finding

where they’re congregating, and putting out bait to attract them,
is defining the result you can create for them.
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Figure 3.1:
As customers ascend your value ladder, your offers will increase in value and price.
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Figure 3.2:
Dentists put out free offers for teeth cleaning in the hopes they
will ascend those customers up their value ladder and get them
on a regular teeth cleaning continuity program.
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Figure 3.3:
As you provide value at each step of your value ladder, your customers will naturally
want to receive more value from the person they received it from: you!
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Figure 3.4:
The value ladders for authors, speakers, coaches, and consultants often
look similar to this, as they’re able to work more closely with their
dream customers as they ascend their value ladder.
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Figure 3.5:
Stacey and Paul Martino are able to help their dream customers find more
success in all their relationships as they ascend their value ladder.
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Figure 3.6:
As our customers receive value at every level of our company, they

naturally want to ascend to the next level to receive more value.
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Figure 3.7:
Dr. Woolner’s business was struggling because he only offered one basic service.
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Figure 3.8:
Once Dr. Woolner had a fully developed value ladder,

his business completely turned around.
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Figure 3.9:
Because the price points are different at each step of the value ladder,
you need to use different types of funnels at each step to sell them.
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Figure 3.10:
As your dream customers ascend your value ladder (left), your offers will increase in
price. Because of this, the number of your dream customers will decrease (right) until
you’re finally left with your true fans, eager to be served at your highest level.
Figure 3.11:
A funnel moves people through the sales process. They enter as prospective
customers (traffic), and your job is to convert as many as possible into repeat
customers by selling to them at the front end, middle, and back end of your funnel.
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Figure 4.1:
Your Attractive Character helps you build a relationship with your dream customers.
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Figure 4.2:
The Attractive Character for Kapow is its creator Liz Benny.
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Figure 4.3:
The three Attractive Characters for CashFlow Tactics are

founders Ryan Lee, Brad Gibb, and Jimmy Vreeland.
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Figure 4.4:
Before you start advertising, be sure to flesh out your own Attractive Character.
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Figure 5.1:
I looked at Armand’s two software funnels (on the left) and modeled his page
structure, layout, and pricing strategy for my software funnel (on the right).
Figure 5.2:
To funnel hack someone, you’ll need to go through their entire sales process
to see their hooks, stories, and offers on all their ads and funnel pages.
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Figure 6.1:
From the moment your prospects are introduced to you, help them have a great
experience at each step so they’ll continue moving through your sales process.
Figure 6.2:
Start your copy wherever your prospect is at the time.
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Figure 7.1:
Our customers are confused about how to reach their destination.

Once we become their guide, we can guide them to success.
Figure 7.2:
Your prospects and customers go through a series of Soap Opera Sequences

before eventually moving on to your Daily Seinfeld Emails.
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Figure 7.3:
Once people give you their email in Phase #3, you can continue the conversation
with them and build their rapport with the Attractive Character.
Figure 7.4:
Your goal is to turn all your traffic into traffic that you own.
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Figure 7.5:
Squeeze pages have one goal and no distractions. There is only

one thing for the visitor to do on this page: join my list.
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Figure 7.6:
The goal of a landing page and a funnel hub are the same:
convert all your traffic into traffic that you own.
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Figure 7.7:
I created a funnel hub to capture as much traffic as I can

that I earn and turn it into traffic I own.
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Figure 7.8:
You can continue the conversation with your prospects by

sending them emails after they’ve subscribed to your list.
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Figure 7.9:
In your Soap Opera Sequences, you’ll send out one email each day for five days
that pulls your reader through a narrative to sell your products and services.
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Figure 7.10:
Your first email sets the stage of the emails that will follow.
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Figure 7.11:
Your second email opens at the point of high drama.
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Figure 7.12:
Your third email shares the epiphany you had regarding your core product.
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Figure 7.13:
Your fourth email explains the hidden benefits

your reader may not have thought of before.
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Figure 7.14:
Your fifth email adds urgency and scarcity with a strong CTA.
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Figure 7.15:
After they finish each of the Soap Opera Sequences in the follow-up funnel,
they will then be added into the daily Seinfeld email broadcast list.
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Figure 7.16:
Your Daily Seinfeld Emails will follow the Hook, Story, Offer framework to get
them to open the email, be entertained by your story, and take action on your core
offer.
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Figure 7.17:
With the wide variety of subjects you can discuss in your Seinfeld emails, you’ll
never run out of interesting things to entertain your audience with every day.
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Figure 7.18:
In this email, I hooked the readers with the “FLUSHED $20 million down
the toilet” subject line, told a story about how I created a $20 million/year
blueprint for a man who was too arrogant to believe I could help him, and
gave a call to action to join my Inner Circle so they could have my help on
creating their own million-dollar blueprint for their business.
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Figure 7.19:
In this email, I hooked the readers with the “Jiu Jitsu is like wrestling for old,
fat guys” subject line, told a story about how I had spent the entire week
training for a jiu-jitsu tournament yet still made over six figures, and gave a call
to action to join my Inner Circle so they could learn how to create a business
that produced money while they did things they loved.
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Figure 8.1:
Because each step of the value ladder has different goals, you’ll use
different types of funnels and scripts to achieve each step’s goal.
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Figure 8.2:
The three best lead funnels we’ve used are: lead “squeeze”, survey, and summit funnels.
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Figure 8.3:
Instead of using pop-ups, we turned the pop-up into the page that people saw first
so they were forced to give us their email if they wanted to see more information.
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Figure 8.4:
With this new squeeze page process, less people saw our website,
but we made more money because we were able to follow up with
the ones who gave us their email address.
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Figure 8.5:
Lead “squeeze” funnels have two pages: a squeeze page and a thank-you
page where you offer the next step of your value ladder.
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Figure 8.6:
The very first squeeze page I ever saw was “The Kiss Test”
lead magnet from Eben Pagan’s Double Your Dating
company.
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Figure 8.7:
My lead “squeeze” funnel pages are short and simple because

I’m only asking for an email address.
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Figure 8.8:
On a reverse squeeze page, you’ll get less leads, but they’ll be more qualified
because they watched your video and still wanted more information.
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Figure 8.9
On the thank-you page, you give them what you promised and offer the next
step in your value ladder (in this case: One Funnel Away Challenge).
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Figure 9.1:
Survey funnels have these pages: a survey page, a squeeze page for each group, and a
results page for each type of person with a message tailored specifically for them.
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Figure 9.2:
The purpose of a survey is to separate your visitors into

different “buckets” so you can speak directly to them.
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Figure 9.3:
While you may have many questions in your survey, only one question
actually determines the “bucket” your visitor will land in.
Figure 9.4:
The “calculating” pop-up shows your visitors that they’re

going to get information tailored to them.
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Figure 9.5:
Our squeeze pages feature different niche case studies that we

send to our visitors after they enter their email address.
Figure 9.6:
Because our visitors went through a survey, they landed on a results

page with messaging that spoke to their specific situation.
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Figure 10.1:
A summit funnel has these pages: a registration page, a special offer page,
and your broadcast page(s) to deliver the content to your registrant.
Figure 10.2:
The top section of the registration page features a hook (headline),

story (video), and an offer (register for the free summit).
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Figure 10.3:
More people will register for your summit if they recognize the
leaders featured on the registration page. These are a few of the
leaders featured in Affiliate Bootcamp Summit.
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Figure 10.4:
After someone signs up for one of ClickFunnels’s summits, we offer special

summit-only bonuses when you join the One Funnel Away Challenge.
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Figure 10.5:
On each day of your summit, a few videos will be released live and taken
away soon after. The CTA should be to get full access to all the recordings
so they can watch it anytime at their pace.
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Figure 11.1:
The three best unboxing funnels we’ve used are cart, book, and challenge funnels.
Figure 11.2:
When you’re selling a higher-priced offer, you can sell the entire thing in a
presentation funnel or you can sell it in parts on each page of your unboxing funnel.
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Figure 11.3:
When you create huge offers, you can sell them as a bundle in a presentation
funnel or as individual products/services in an unboxing funnel.
Figure 11.4:
Instead of selling a huge offer for $840, I can unbox the offer, sell each piece separately
throughout the funnel, and get more customers to ascend my value ladder.
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Figure 11.5:
In the 100 Visitor Test, we discovered we could make more money from one buyer
if we gave them something free first (and charged a small shipping and handling fee)
before offering them the actual product we wanted to sell them.
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Figure 11.6:
As people fill out their credit card information to buy our Lead Funnels
e-book, they can click the small “order form bump” checkbox to add a
special offer to their purchase for just $37: a behind-the-scenes video
training on lead funnels plus 30 lead funnel templates.
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Figure 11.7:
Instead of adding a third upsell that would hurt my lifetime

customer value, I added an order form bump that my customers
could add to their order during the checkout process.
Figure 11.8:
If I spent $20 to acquire a customer and I made on average $100 per

customer in the funnel, then I would make a profit of $80 per customer.
Figure 11.9:
A book funnel has these pages: a sales page (often with an order form bump), an upsell
page (often with another upsell page and downsells, as well), and a thank-you page.
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Figure 11.10:
Book funnels aren’t just for books; you can use them for any information product you give
away for free in exchange for a small shipping and handling fee (like this MP3 player).
Figure 11.11:
I used a book funnel to sell my “Perfect Webinar” script (one piece

of paper) with a DVD teaching how to use the script.
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Figure 11.12:
Both my books are sold with a similar funnel style: curiosity-based headline
as my hook, video as my story, and free-plus-shipping offer.
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Figure 11.13:
When building your funnel, envision it built out with three blocks (from top
to bottom: emotion, logic, and fear) to help lead your prospects to buy.
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Figure 11.14:
For our free-plus-shipping offers, we use a two-step order form, where

the prospect first puts in his/her shipping information (step 1) and then the credit
card information (step 2), where they can also add an order form bump.
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Figure 11.15:
For other offers where I need to build up the value first,

I put the order form at the bottom of the page.
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Figure 11.16:
Order form bumps must be simple to explain in a few sentences so it’s a

no-brainer for your prospect to add to their order during the checkout
process. The top two order form bumps are from a two-step order form,
and the bottom order form bump is from a long-form sales page.
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Figure 11.17:
By offering an upsell, you can keep the buying loop open and
increase your conversions on the back end of your funnels.
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Figure 11.18:
If someone says they don’t want your one-time offer (left), one of the downsells
you could offer them is a digital-only version for a lower price (right).
Figure 11.19:
On your thank-you page, you can invite your customers to continue moving up your
value ladder by offering them the first step in your next funnel (in this case, a webinar).
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Figure 12.1:
A cart funnel has these pages: a sales page (often with an order form bump), an upsell
page (often with another upsell page and downsells as well), and a thank-you page.
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Figure 12.2:
The FiberFix website (top) had a similar feel to their

Amazon listing (bottom): picture, features, and a Buy Now button.
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Figure 12.3:
Choosing which front-end product should go in your cart funnel

could be as simple as using your best-selling product.
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Figure 12.4:
You can create an offer bundle by selling your best-selling product

and giving away lesser-known products for free.
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Figure 12.5:
Unlike other funnels, cart funnels have the ability to increase their average
cart value on the order form simply by offering different quantity amounts.
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Figure 12.6:
Once someone has already bought a physical product, it’s easy to get
them to buy more of the same product when you offer it at a discount.
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Figure 12.7:
After the first upsell, you can create special one-time

offers around your best-selling products.
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Figure 12.8:
You can also create special one-time offers based on

the next logical product your customer will need.
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Figure 12.9:
By creating an offer wall on your thank-you page that leads your customers to
your other funnels, you can increase your sales from your hyperactive buyers.
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Figure 13.1:
A challenge funnel has these pages: a sales page (often with an

order form bump), an upsell page (often with another upsell
page and downsells as well), and a thank-you page.
Figure 13.2:
For your challenge to be successful, make sure you have

a clear hook that shows the result you’re promising.
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Figure 13.3:
Cristy’s “10 Pound Takedown Challenge” result is to lose 10 pounds

in 30 days (top). ClickFunnels’s “One Funnel Away Challenge”
result is to launch your first (or next) funnel (bottom).
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Figure 13.4:
Both Natasha (top) and Cristy (bottom) chose to add prizes to their challenge that let
their customers know about (and desire) the products that were higher on their value
ladder.
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Figure 13.5:
Add more products and services to your challenge so you can build up the
value as seen in Natasha’s stack (top) and One Funnel Away’s stack (bottom).
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Figure 13.6:
Your order form bump should enhance your customer’s challenge experience. Natasha
offers the audio version of her book (top left), Cristy offers an additional digital book
(top right), and One Funnel Away offers a training to fix a broken funnel (bottom).
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Figure 13.7:
After your customer buys your challenge, you can keep the buying loop
open by offering an upsell that helps your customers complete the
challenge. Natasha offers an accountability coach (left) and Cristy offers
a starter kit with physical products to help during the challenge (right).
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Figure 14.1:
The three best presentation funnels we’ve used are video sales
letter, webinar, and product launch funnels.
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Figure 14.2:
Any presentation that you give, whether on stage or online,

uses a variation of the Perfect Webinar found in Expert Secrets.
Figure 14.3:
Your presentation will focus on turning cold traffic into

hot traffic using the “Perfect Webinar” script.
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Figure 14.4:
A video sales letter funnel has these pages: a sales page

(often with an order form bump), an upsell page (often with
another upsell page and downsells as well), and a thank-you page.
Figure 14.5:
Old-school direct response sales letters have been transformed

into modern-day video sales letter funnels.
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Figure 14.6:
Video sales letters feature a video with text on the screen

and someone reading the sales letter out loud.
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Figure 14.7:
The goal of your sales page is to get your audience to watch your presentation.
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Figure 14.8:
The spoiler box remains up during your entire presentation. Depending on your
audience, you might choose to have the CTA (YES Russell! . . .) section viewable
during the entire presentation or have it pop up when you discuss the CTA.
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Figure 15.1:
A webinar funnel has five pages: a registration page, a thank-you page,

a webinar room, an order form page, and a replay page (not shown).
(You can also add bumps, upsells, downsells, and a thank-you page.)
Figure 15.2:
Your registration page creates as much curiosity as possible so your

audience will feel compelled to register just to find out more.
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Figure 15.3:
The most important part of your thank-you page is to build a relationship

with your registrants and make sure they show up to the webinar.
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Figure 15.4:
Two platforms you can use to deliver your webinar presentation include
GoToWebinar (presenter control panel shown at right) and Zoom.
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Figure 15.5:
On your order form page, you should recap the offer, not try to resell.
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Figure 15.6:
To add urgency and scarcity to your replay, offer a limited viewing

time of two to three days before the video is taken offline.
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Figure 15.7:
Present your webinar live until you master it, then you
can automate it with a prerecorded webinar.
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Figure 15.8:
Just like a live webinar funnel, your automated webinar registration

page should be simple, with a curiosity-based headline, an eye-catching
image, and all focus directed to the Register button.
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Figure 15.9:
The page where you show your automated webinar

looks similar to a live webinar replay page.
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Figure 15.10:
The order form for an automated webinar is the same as the live webinar
order form where you should only recap the offer, not try to resell.
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Figure 16.1:
A product launch funnel has these pages: a “free workshop” page,

multiple video pages, an offer page (with order form at the
bottom or on a separate page), and a thank-you page.
Figure 16.2:
The product launch funnel is like a sales letter flipped on its side.
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Figure 16.3:
The first page of your product launch funnel gives someone your lead
magnet (a free workshop) when they register for the training.
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Figure 16.4:
As you unlock a new video every few days (with upcoming videos seen at top),
you’ll build anticipation for the upcoming videos to be released.
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Figure 16.5:
Your order form page should be simple with just a headline,

a video of you explaining the offer, and a link to buy.
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Figure 17.1:
When your product or service is priced above $2,000, you’ll have higher
conversions if you change the selling environment from online to offline.
Figure 17.2:
The best back-end, high-ticket funnel we’ve used is an application funnel.
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Figure 17.3:
An application funnel has three pages: a landing page, an

application page, and a homework page.
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Figure 17.4:
You can use a success story to help your dream customers

visualize what they can achieve by working with you.
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Figure 17.5:
You can use a success story video to sell a high-ticket

product or service in any market.
Figure 17.6:
In your case study video, explain the strategy you or someone else
went through but not the tactics of getting the result.
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Figure 17.7:
Your application should prequalify your leads and help you get as
much information as possible about them before your sales call.
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Figure 17.8:
On your homework page, you’ll try to build connection with

the Attractive Character, tell them what to expect, give them
homework, and encourage them to initiate a phone call.
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Figure 18.1:
Mastering the art of headline writing is crucial for your success

because you’ll be writing headlines everywhere: your ads,
landing pages, sales pages, upsell pages, and more.
Figure 18.2:
You should create separate landing pages to match the temperature of your traffic.
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Figure 19.1:
For more information on where to use this script, see Secret #8:
Lead “Squeeze” Funnels, Secret #11: Book Funnels, Secret #12: Cart Funnels,
Secret #15: Webinar Funnels, and Secret #16: Product Launch Funnels.
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Figure 20.1:
For more information on where to use this script,

see Secret #14: Video Sales Letter Funnels.
Figure 20.2:
The first part of this script will introduce the Attractive Character as the star.
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Figure 20.3:
The second part of this script will tell a story that agitates the prospect’s problem.
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Figure 20.4:
The third part of this script will introduce your product

as the solution to the prospect’s problem.
Secret 20.5:
For more information on this Stack and Close section, read Secret #22.
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Figure 21.1:
You can use this script on any one-time offer. For more
information on how to use this script, see Secret #11: Book Funnels.
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Figure 22.1:
For more information on where to use this script, see the Presentation
Funnels introduction chapter as well as Secret #14: Video Sales Letter Funnels,
Secret #15: Webinar Funnels, and Secret #16: Product Launch Funnels.
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Figure 22.2:
The first part of this script hooks your viewers and sets the stage of what’s to come.
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Figure 22.3:
The second part of this script delivers on the big promise you made in the introduction.
Figure 22.4:
The third part of this script introduces your solution

and makes an offer your viewers can’t refuse.
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Figure 22.5:
A Stack slide shows the entire offer with the total value attached
so buyers can see all they’re getting when they buy.
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Figure 23.1:
For more information on where to use this script,

see Secret #16: Product Launch Funnels.
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Figure 23.2:
The first video should hook your viewers so they’re excited to watch the future videos.
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Figure 23.3:
The second video should paint the picture of what it would

look like to have success with your framework.
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Figure 23.4:
The third video should knock down false beliefs about external
roadblocks and create momentum for the upcoming offer.
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Figure 23.5:
The fourth video should pitch an irresistible offer they can’t refuse so they can get
started right away with your new opportunity and start seeing results.
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Figure 24.1:
For more information on where to use this script, see Secret #17:
Application Funnels. You can get printable and editable copies of
the “Four-Question Close” script at DotComSecrets.com/resources.
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Figure 25.1:
For more information on where to use these scripts, see

Secret #17: Application Funnels. You can get printable and editable
copies of the “Setter” and “Closer” scripts at DotComSecrets.com/resources.
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Figure 26.1:
Todd Dickerson, Dylan Jones, and I spent months brainstorming

and creating the software that has now become ClickFunnels.
Figure 26.2:
In 2014, ClickFunnels was founded without any VC funding.

Its cofounders Russell Brunson and Todd Dickerson grew the
company to over 100,000-plus users in just five short years.
14
MATERIAL
Figure 26.3:
One of the easiest ways to decide which funnel to build is to find

which step of the value ladder your offer is priced at, and then choose
one of the funnels in that step based on your audience and the offer.
14
MATERIAL
Figure 26.4:
Figure out the hook, story, offer, and price points for each page in your
funnel first before you start building them inside ClickFunnels.
14
MATERIAL
Figure 26.5:
It’s easy to build your first (or next) funnel in

ClickFunnels: just click the Add New button to start the
process.
Figure 26.6:
Based on your goal, you can choose one of three easy paths
to build your funnel, or you can create a custom funnel.
Figure 26.7:
A lead “ squeeze” funnel has just two pages:

a landing (opt-in) page and a thank-you page.
14
MATERIAL
Figure 26.8:
Choose from hundreds of ready-to-go templates to build your

funnel in a matter of minutes or hours, not weeks or months.
Figure 26.9:
You can customize each template by clicking the Edit Page button.
14
MATERIAL
Figure 26.10:
The green sections (shown with double lines on left) are for your
header, body, and footer content. Notice how the foundation
of the page on the right was created using sections.
14
MATERIAL
Figure 26.11:
The blue rows (shown with single lines on left) help your pages
become mobile friendly and each row can have multiple columns.
14
MATERIAL
Figure 26.12:
The orange elements (shown with dashed lines on left) are the actual
pieces of content (such as images and text) for your pages.
Figure 26.13:
You can add a video to the page simply by copying

and pasting a YouTube, Vimeo, or Wistia link.
14
MATERIAL
Figure 26.14:
The Page Editor has over 40 different elements that you

can add to any of your types of funnels.
Figure 26.15:
You can edit the text just by clicking on it and typing in any text you want.
15
MATERIAL
Figure 26.16:
When you’re sketching out your funnel, don’t forget

to plan out your follow-up funnels as well.
Figure 26.17:
After your prospects join your email list, you can continue
the conversation with them with a follow-up funnel.
15
MATERIAL
Figure 26.18:
Inside your follow-up funnels, you can set up your emails to be sent out on autopilot
and they will automatically start tracking the number of sent emails, opens, and clicks.
15
MATERIAL
Figure 26.19:
The Email Editor is easy to use; just like the Page

Editor, it uses sections, rows, and elements.
15
MATERIAL
Figure 26.20:
Connecting your follow-up funnel to your funnel pages (so you

can collect email addresses) is as easy as clicking a button.
15
MATERIAL
Figure 27.1:
When your customer finishes a step in your value ladder, you can
help them ascend by sending them to the funnel on the next step.
15
MATERIAL
Figure 27.2:
One example of stacking a funnel on top of each other is to have your

Next Step button of your lead “squeeze” funnel push people to the first
page of your challenge funnel. Once people finish your challenge,
you can invite them to a graduation webinar to pitch your current offer.
Figure 27.3:
After someone opts in to get our free Marketing Secrets Blackbook

and lands on the thank-you page, we introduce them to the next offer in
our value ladder, One Funnel Away Challenge, using a challenge funnel. You
can see this funnel stacking in action at MarketingSecrets.com/blackbook.
15
MATERIAL
Figure 27.4:
After someone fills out our survey on the ClickFunnels home page and
lands on the results page, we introduce them to the next offer in our value
ladder, a 14-day trial of ClickFunnels, using an unboxing funnel. You can see
this funnel stacking in action at ClickFunnels.com.
Figure 27.5:
After someone registers for our 30 Days Summit and lands on our special offer page,
we introduce them to the next offer in our value ladder, One Funnel Away Challenge,
using a challenge funnel. You can see this funnel stacking in action at 30Days.com.
15
MATERIAL
Figure 27.6:
After someone requests our free-plus-shipping Expert Secrets book

and lands on our thank-you page, we introduce them to the next offer in
our value ladder, Funnel Builder Secrets, using a webinar funnel. You
can see this funnel stacking in action at ExpertSecrets.com.
Figure 27.7:
After someone requests our free-plus-shipping Perfect Webinar Secrets

and lands on our thank-you/offer wall page, we introduce them to the next
offer in our value ladder, this DotCom Secrets book, using a book funnel.
You can see this funnel stacking in action at PerfectWebinarSecrets.com.
15
MATERIAL
Figure 27.8:
After someone purchases our One Funnel Away Challenge and completes
their training, we post in the Facebook challenge group and invite them to
register for a “top secret next mission” that sells our current offer using a webinar
funnel. You can see this funnel stacking in action at OneFunnelAway.com.
Figure 27.9:
After someone purchased our 10X Secrets course and landed

on our thank-you page, we introduced them to the next offer in
our value ladder, Inner Circle, using an application funnel.
15
MATERIAL
Figure 27.10:
After someone registered for our webinar and landed on our

thank-you page, we introduced them to the next offer in our value
ladder, CF Certified, using an application funnel.
Figure 27.11:
After someone registered for our Funnel Hacking workshop and

landed on our offer page, we introduced them to the next offer
in our value ladder, Inner Circle, using an application funnel.
16
MATERIAL
Figure 28.1:
You can find your CPA by taking the cost of your ads divided by the number
of sales from your funnel (e.g., $10 ad spend/1 sale = $10 CPA).
Figure 28.2:
You can find your ACV by taking your funnel’s total sales divided by the
number of customers (e.g., $2,500 total sales/100 customers = $25 ACV).
16
MATERIAL
Figure 28.3:
If your ACV is higher than your CPA, your funnel works and you should
spend as much money as you can while it remains profitable.
16
MATERIAL
Figure 28.4:
Two of my Inner Circle members couldn’t figure out why their webinar
registration page had such high ad costs and low show-up rates.
16
MATERIAL
Figure 28.5:
By adding one small tweak such as adding more curiosity into their headline,
they were able to lower their ad costs and increase their show-up rate.
16
MATERIAL
Figure 28.6:
You can instantly test two pages at once to see which one will
perform better by clicking a button to create a split test.
Figure 28.7:
When you’re doing split tests, it’s easiest to change one thing at a time
(such as the headline) and test it to see which one will convert better.
16
ENDNOTES
Foreword
1. Kennedy, Dan S. No B.S. Marketing to the Affluent: No Holds Barred, Take No
Prisoners, Guide to Getting Really Rich, 3rd Edition. Gildan Media Corporation,
2019.
Preface
2. Kennedy, Dan. “The Most Important Question You Should
Ask When Advertising.” Dan Kennedy’s Magnetic Marketing.
February 26, 2013. https://nobsinnercircle.com/blog/advertising/
the-most-important-question-you-should-ask-when-advertising/.
Introduction
3. Lapre, Don. “Don Lapre.” Wikipedia, The Free Encyclopedia. Accessed
November 22, 2019. https://en.wikipedia.org/wiki/Don_Lapre.
SECTION ONE
Secret #2
4. Much, Marilyn, “Claude Hopkins Turned Advertising Into A Science,
Brands Into Household Names.” Investor’s Business Daily. December 20,
2018. https://www.investors.com/news/management/leaders-and-success/
claude-hopkins-scientific-advertising-bio.
5. Manning, Drew. “60-Day Keto Jumpstart.” Complete Wellness.
Accessed November 22, 2019. https://completewellness.com/
products/60-day-keto-jumpstart.
Secret #4
6. Kutcher, Jenna. “Why You Need a Brand, Not a Business.” Jenna
Kutcher (blog). June 28, 2017. https://jennakutcherblog.com/
why-you-need-a-brand-not-a-business.
7. Lee, Stan. “A universe of flawed heroes: Stan Lee was ahead of his time.”
Associated Press. November 13, 2018. https://www.apnews.com/d355ac3dbc1
54c7abee0e01a998b371d.
Secret #5
8. Stansberry, Porter. Presentation at GKIC SuperConference, Chicago, IL, 2011.
9. Robbins, Tony. Unlimited Power. Simon & Schuster, 2000.
Secret #6
10. Brafman, Ori and Rom. Sway: The Irresistible Pull of Irrational Behavior. Knopf
Doubleday Publishing Group, 2008.
1
DOTCOM SECRETS • AUDIOBOOK SUPPLEMENTAL MATERIAL
11. Lewis, Jared. “What Is Breakthrough Advertising?” Houston Chronicle.

Accessed November 22, 2019. https://smallbusiness.chron.com/
breakthrough-advertising-36576.html.
Secret #7
12. Miller, Donald. Building a StoryBrand: Clarify Your Message So Customers Will
Listen. HarperCollins Leadership, 2017.
13. Seinfeld, “The Pitch,” NBC, September 16, 1992.
SECTION TWO
Secret #8
14. Pagan, Eben. “The Kiss Test and Knowing When to Kiss Her.” Double Your
Dating. Accessed November 22, 2019. https://doubleyourdating.com/
the-kiss-test.
Secret #9
15. Levesque, Ryan. Ask. Dunham Books, 2017.
Secret #16
16. Walker, Jeff. “Product Launch Formula.” Product Launch Formula. Accessed
November 22, 2019. https://productlaunchformula.com.
Secret #17
17. Sullivan, Dan. The Dan Sullivan Question. The Strategic Coach Inc., 2010.
SECTION THREE
Secret #20
18. James, Vince. “The 12-Month Millionaire.” The 12 Month Internet Millionaire.
Accessed November 22, 2019. https://www.12monthinternetmillionaire.com.
SECTION FOUR
Secret #28
19. Halbert, Gary C. “BIG Idea.” The Gary Halbert Letter. Accessed November 22,
2019. https://www.thegaryhalbertletter.com/newsletters/zhzz-07_big_idea.
htm.
1
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THE UNDERGROUND PLAYBOOK

FOR GROWING YOUR COMPANY ONLINE

HAY HOUSE, INC.

Today’s online sales funnels are practically identical to the offline

Blogs, podcasts, and online video are simply newer

I was modeling what I could see happening on the surface,

On average, each day I spent $10 in ads to sell one $37

After the Google slap, I realized that I spent on average

A traditional website is a lot like a brochure, where it shows everything

If you were to hire me for a $100,000 consultation day, we would work on

First, you must ask yourself, Who is my dream customer?

Mastering the secret formula is the foundation for business success.

To overcome price resistance, increase the value of your offer

Instead of offering just babysitting, Kiana was able to increase

You’ll put out offers everywhere in the marketplace,

Though we presented these in reverse order, the hook is

The last step, after identifying your dream customers, finding

As our customers receive value at every level of our company, they

Once Dr. Woolner had a fully developed value ladder,

The Attractive Character for Kapow is its creator Liz Benny.

The three Attractive Characters for CashFlow Tactics are

Start your copy wherever your prospect is at the time.

Our customers are confused about how to reach their destination.

Your prospects and customers go through a series of Soap Opera Sequences

Squeeze pages have one goal and no distractions. There is only

I created a funnel hub to capture as much traffic as I can

You can continue the conversation with your prospects by

Your second email opens at the point of high drama.

Your fourth email explains the hidden benefits

My lead “squeeze” funnel pages are short and simple because

The purpose of a survey is to separate your visitors into

The “calculating” pop-up shows your visitors that they’re

Our squeeze pages feature different niche case studies that we

Because our visitors went through a survey, they landed on a results

The top section of the registration page features a hook (headline),

After someone signs up for one of ClickFunnels’s summits, we offer special

Instead of adding a third upsell that would hurt my lifetime

If I spent $20 to acquire a customer and I made on average $100 per

I used a book funnel to sell my “Perfect Webinar” script (one piece

For our free-plus-shipping offers, we use a two-step order form, where

For other offers where I need to build up the value first,

Order form bumps must be simple to explain in a few sentences so it’s a

The FiberFix website (top) had a similar feel to their

Choosing which front-end product should go in your cart funnel

You can create an offer bundle by selling your best-selling product

After the first upsell, you can create special one-time

You can also create special one-time offers based on

A challenge funnel has these pages: a sales page (often with an

For your challenge to be successful, make sure you have

Cristy’s “10 Pound Takedown Challenge” result is to lose 10 pounds

Any presentation that you give, whether on stage or online,

Your presentation will focus on turning cold traffic into

A video sales letter funnel has these pages: a sales page

Old-school direct response sales letters have been transformed

Video sales letters feature a video with text on the screen