What If An Offer Doesn't Work?

Russell will walk you through the process he goes through when one of his offers doesn't convert like he wants it to. ---Transcript--- Good morning, good morning. Today is an awesome day. I'm excited to be here with you guys with the Marketing in your Car podcast. Today is exciting because I'm flying to Dallas, first off, because our new supplement MMA Ignite is being produced and I want to film the whole thing so I'm flying to Dallas which is exciting. Then I'm flying to Oklahoma for the NCA Wrestling Tournament to go hang out with Daegan Smith and some other friends. It's exciting. I'm excited but today, I have about four hours at the office. I want to tell you what I'm doing today because this should hopefully give some of you guys encouragement who have been playing this game we call internet marketing and not having the success you want. I have been doing this for a long time, over a decade now. You would think that I would get really good at creating the perfect funnel and perfect offer every time. In theory, you would think that after doing this as many times as I have, I would be pretty good at it. I think I am pretty good at it but even with that said, there's still times it just hasn't worked. One of the funnels we have, we have a really good front end offer that's converting great. We had an upsell path that was doing alright. It wasn't doing great but it was doing okay. We wanted to tweak it and change it. We rebuilt it all last week, took a whole week to rebuild it, make new upsells, new sales videos, everything. I thought it turned out awesome. We rolled it out. Today, this morning, I just got back some stats. From almost 200, 170 front end sales, we only had 10% take the first upsell and one percent take the second upsell which is horribly bad for what I need the numbers to be. In fact, our old upsell is doing way better so I'm trying to figure out what my next step and my next move is. I think what I'm going to do is go back through today and rip the whole thing apart and redo it. It's kind of a pain but that's what it takes to make these things work. I know a lot of you guys, you tested out something. You created a product or offer, and you put up your sales video. You did everything and it didn't work. You're like, "Ugh, this thing is a scam. It doesn't actually work," but it's not. It's hard work. You've got to go in and tweak it, and change it, perfect it until you do get it to work. After you get something that works, it's just crazy. For example, our supplement offer, we ran it for 18 months. It was doing alright but nothing to brag about, 18 months before finally – and we had redone the sales letter. I think we paid two or three different copywriters to rewrite the sales letters. It just kept not working and not working. Then this last version, we spent a lot, 20 grand. Again, it was like rolling my dice, rolling the dice, "Please let this thing work," and luckily it's been working. Now we can scale it. Now that it works, it's literally like a slot machine. You put a dollar in, boom, ten come back out and it's really fun. It took us a year and a half to get that to work on our supplement. This offer, I'm hoping that it doesn't take me a year and a half to get it perfect because we're selling a lot on the front end. I just need the upsells to work. Anyway, just something to think about when you're creating your offers is just you've got to be persistent. If it doesn't work, then you tweak it. If it doesn't work, tweak it. Just keep working and working it. Eventually, if you stick with it and keep studying, keep learning, keep figuring out how to make it work, eventually you'll get the right formula where boom, it's going to start working but you can't just give up after one. I think too many people, they just give up. I think that's probably the difference between me and a lot of people is I just get angry and stubborn. I fall in love with my products so much, I want them to sell so I just keep pushing it and working it until it gets it. Man, after it works you guys, it's exciting. That's what I encourage you guys to do. Think about that today as you're going through your projects. Look at ones that are working, ones that aren't working and just figure out, "What do I got to do? What do I got to change?" Don't be discouraged by that. Be excited. I'm kind of excited. I've been thinking all morning now since I saw the numbers. How can I tweak this offer? For example, one of our offers was for this really cool webinar thing. I just don't think I made it sexy enough. I'm trying to think of what else can I add to it to make it really sexy, and then I remembered a couple of years ago, I did this interview with Gary Halbert. I've never shared it with anybody before. I have the audio file. It's talking about the same topic the front end product is talking about. I was like, "Man, if I make my whole spin around that, the secret phone call with Gary Halbert literally months before he passed away where he passed the torch on this new concept that we were able to take." Everything that we've done has been based on this one conversation I had with him, this call has been worth hundreds of thousands of dollars to me. How would you like to have it? You could only get it one way, boom, by buying this product, picking out one really cool sexy thing and using that as the hook. A lot of times, just changing the hook, changing the bait, that's what you're doing. We're basically out there fishing. I talked about that I think it was yesterday, to attract the right customers, you've got to have the right bait. A lot of times, if they're not buying what you want, you got to change the hook, change the bait, keep working it around until you find the right thing. When you find the right thing, man, it gets to be really fun. That's it. I'm at the office. I got to build a whole new upsell flow in the next four hours which is exciting. It will be a lot of work but I think it will be cool and I think it will pay off. Cross your fingers for me that this time, it will convert the way I need it to and for you guys, go back to the drawing board, do what you need to do. Don't get discouraged because man, when one of these things works, it's definitely worth it. I appreciate you all. Have a great day. I will talk to you guys all again maybe on my trip. Maybe when I'm out and about, I'll drop some ideas for you guys. That's about it. Thanks. Talk to you soon.