# Cool Stuff We Learned During Our “7 Day Launch”

- Link: https://jarvislegacy.com/podcast/cool-stuff-we-learned-during-our-7-day-launch/
- Published: 2017-06-02T17:49:00-07:00
- Author: anchorwave

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Cool Stuff We Learned During Our "7 Day Launch"

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Here is a recap of a 7 day internal launch that made over a million dollars and 
what we learned along the way.

On today’s episode Russell gives the details of the 7 day launch strategy and what
worked and what didn’t. Here are some insightful things you will here on this episode:

 * A step by step guide to what Russell did for each of the 7 days in the launch.
 * What mistakes were made and how Russell and his team were able to make tweaks
   on the fly to make it better.
 * And what Russell learned from the experience and how it can help others with 
   their own businesses.

So listen below to get a cool step by step guide into the 7 day launch.

—Transcript—

What’s up everybody, this is Russell Brunson. Welcome to Marketing Secrets podcast.
Today we’re going to be talking about the 7 day launch.

Hey everyone, this is Russell and welcome back to Marketing Secrets podcast. So 
today I’m going to be talking to you guys about this launch right here and the reason
why, is my inner circle members keep asking me, “Hey Russell, can you please show
us what happened behind the scenes of the 7 day launch?” They want the stats, numbers
and details. So I thought I’m going to kill two birds with one stone. Because I 
wanted to talk about this on the podcast anyway. So this is for the inner circle
members and for those of you who listen to the podcast, I hope you love it.

I’m not going to go deep into the numbers, I will just tell you that this launch
in 7 days did over a million dollars in coaching sales, which is exciting, so it
worked. I initially learned about this concept from one of my friends, Brendon Burchard.
If you watch Funnel Hacker TV, the behind the scenes show, you will see some of 
the behind the scenes of us kind of going through this. He was in Las Vegas and 
I flew out there and there’s a whole episode on [funnelhacker.tv](http://funnelhacker.tv/)
where you’ll see me flying to Vegas, hanging out with Brendon and getting ideas 
on how he did this.

So I’m not going to go too deep into all the strategies, just because I know he 
is launching a course later on this year. I’m going to buy it, you should all buy
it, we should all buy it, it’s going to be amazing. Going deep into the deep in 
the details and giving the swipe files and stuff like that, but if you were watching
you probably saw it, first off. Second off, you probably got the swipe files just
by getting my emails and stuff. So you’ve got some feedback, if you’ve been funnel
hacking and watching, you’ve had a chance to see it.

Basically the way it worked is we did the book launch for the first 30 days, which
built up a lot of pressure and excitement and we made a lot of book sales and upsells
and everything else. At the end of it I wanted to do something cool. I wanted to
figure out how, those who wanted to go deeper, how do I offer a coaching program
that’s not me being, I didn’t want to feel like I was selling again because it’s
just…..You know how it is, after a while people don’t want to keep being sold. I’d
say it’s not like I wanted to sell a coaching program, to help people want to go
to the next level with it, which is exciting. But then second off, I wanted to give
and serve.

So when Brendon gave me this idea I loved it. So basically how 7 day launch works
is, and those who saw it, basically what happened is Monday I started promoting 
it, Tuesday I did this long training. So if you’re watching the video you can see
day 1 I basically did an episode from 11 until noon-ish, I can’t remember exactly
how it all went. And module one was you becoming an expert.

What’s interesting is the book promo is all about Expert Secrets, but there was 
stuff like as soon as you read the book there’s this weird finality where it’s written
and done and you can’t edit it or touch it again. And there were things as we’re
selling it that I was like, “Oh…” during my interviews all these things kept coming
up. There was stuff I wished I could share and there was pieces I wanted to just
do.

So what’s cool, is giving the ability, because I don’t have to re-teach the book,
because people have the book, but here’s a master class of what’s next. If you read
the book and you’re like, “What’s the next piece? What is it?” So this one here 
I went really deep with you becoming an expert and finding your voice and it was
just training and it was awesome.

So what we did is we emailed, so on [Expertsecretsmasterclass.com](https://expertsecretsmasterclass.com/watch-live),
by the time there was a video, they embedded the live video from YouTube, people
could watch and promote that through email. But then we also setup Facebook Live,
I think there’s just those two platforms. So when we started this and clicked record,
I came on and said, “Hey guys, we’re recording a course, it’s going to be awesome.
I’m going to jump up here and start recording, be back in a minute.” Then we clicked
go and it was like life. So I taught this entire thing, training. It was awesome.

Then during the breaks we had testimonial videos streaming of our coaching program
of the FHAT event, The Funnel Hack A Thon event so people could keep seeing success
stories. I took a break so I could go to the bathroom and reset. We came back and
taught number two, which is creating an irresistible offer. And that was it for 
day. I think I was up there for 3 hours, it was awesome. When all was said and done,
I think we  had 20 or 30 thousand people watch it between YouTube and Facebook. 
Gave tons of good will and it was really, really cool.

A lot of people who, they’ve been stuck on these two pieces, I had a chance to go
deeper on that and give them everything. So that was day number one. And then this
is where it replayed for 24 hours and then it disappeared. People had the chance
to watch it for 24 hours, and some did, and then it disappeared.

Then day two started. Day two I wanted to do the big domino, it went really deep
to help people understand that. Then we had a break again, and then what I did at
the latest session, actually did a webinar. Now, it’s a little different from Brendon,
when he did his, basically at the end of day two is when he pushed people to a video
sales letter, which sold a product. Me, I just did a webinar. One of the big things
that was kind of interesting. When we created this offer, part of this training 
is really cool and desirable. A lot of people aren’t going to be able to watch it
live, and you pull it down and you stage, because people actually want the content
and the training.

At the end of this I’m not selling this as a course because it’d be hard to sell
because people are like, “I missed part of it, I should have watched it!” and all
these kind of things. So instead it’s like, if you join the coaching program you
get all this course for free, and notice I didn’t say the recordings of this product.
Because recordings seem really cheap. Getting this course, the Expert Secrets Master
Class, the perceived value is way higher, it’s the course not the recordings.

If you watch the videos back I tried to say that, I think a couple of times I messed
up and said recordings. I was trying to get it perfect. So that was here, and then
what’s cool is that happened and sales started coming in for the coaching program.
Because there was a webinar and they got to watch me do the webinar but then I was
actually selling the coaching program on the webinar.

Now what’s happening, as soon as it was done, it’s funny because it’s the first 
time I’d ever done this webinar. We created it the night before, it was perfect 
webinar, hacked style. So it was one headline, three secrets, a board with things.
I pitched two offers, which is usually a wrong thing to do and it was in this case
too. We had 2,000 or 15,000, it was just complicated when you get to the stack. 
So sales did okay, but I was kind of honestly, when the camera shut off, I was sitting
there kind of depressed. Dang, that did not feel right. They didn’t convert right.
Some people bought but it wasn’t right. I was just like, dangit.

I was frustrated and that night I was kind of stressing out about it and realizing
that. So then we made some tweaks and changes. And the cool thing is day three, 
I came back and broke down the campaign and showed them and went through the webinar
again. And what’s cool about the second webinar, or the second training is because
I was going through what I did and what worked and what didn’t work. I knew what
hadn’t worked the first time. So I had this really cool opportunity to weave in 
different close, different stack, different things, to close the deal from the day
before.

I’m going to talk about why this is so key here. Because I think I figured out something
amazing. But after that section, sales started coming in like crazy. The second 
webinar where I broke down what I did here, but then use that, and hopefully you
guys watched that, if not you missed it. But I was weaving in all these closes throughout
it, it was kind of a cool thing. But I was just breaking down what we were actually
doing.

Then we had a break and at the end I did a virtual book tour, which is kind of a
bonus training of how we got traffic and then that was it. When that one ended, 
sales were coming in better than the day before. I was able to fix some of the things
I had done wrong back here, which was good. But there was something wrong with the,
there was something….it still wasn’t quite big so I was sitting there and I was 
kind of… I don’t know about you guys, but when you nail it I have all this energy
afterwards. When I don’t I just feel this lack of energy. When we got done afterwards
I was like, it was good but I still felt this lack of energy.

I felt this weirdness around this pricing strategy and if you look at pricing it
was $2000 to do the online version, or $15000 to do the online plus come to Boise,
plus get Fill Your Funnel and a bunch of other really cool things. And it was kind
of, there was complexity in it. So we were talking about it, “Maybe we’ll open up
a payment plan.” I hate payment plans and all those other sorts of stuff. Then I
had this idea and I was like, “Wait a minute, what if instead of a payment plan,
what if…” So this is the pricing strategy that turned this campaign from….at the
end of day two we probably had $150,000 in sales to two days later we did over a
million dollars in sales. What was the difference? This was the piece that was key,
it was pricing.

So we shifted this, if you guys watched it, I came out and said, “Hey a lot of people
are asking for a payment plan, unfortunately we don’t have a payment plan. But I
did decide to turn this coaching program into a $300 a month one. So you come here,
it’s $297 a month, or you can get lifetime access for $2000 or you can upgrade to
the $15000 and com to Boise and get all this other stuff as well.

So what’s interesting, I know some of the guys on my team were nervous, “Oh no. 
If it goes $300 a month, everyone’s going to take that and it’s going to draw whatever…”
What’s interesting is that we had people take that, but what it did was become almost
like a decoy offer where it made everybody buy the $2000 offer, it’s crazy.

Tons of people bought, suddenly $2000 seemed cheap versus $300 a month and it was
cool for 2 reasons. One, it got people to buy that. Number two it was cool because
it got a whole bunch of people on a $300 a month coaching program as well, which
is one of my goals this year. How do I create a $300 a month? To be honest Frank
Kern has a $300 a month thing. Ryan STewman has a $300 a month thing. I was like,“
I want a $300 a month training program.” So it kind of forced us to do that, but
the cool side effect, it created this really cool thing where now $300 a month or
lifetime access for $2000. So it was a huge discount there, which pushed everyone
to the $2 grand.

When we had Neurocell, our supplement, it was kind of similar the way pricing was.
We had one bottle, three bottles or four bottles. We had a pricing strategy where
basically you had to be a moron to buy one bottle. Where if you had any brains at
all you’d buy the four bottles. It was $80 a bottle, or it was $40 a bottle if you
get three. It was crazy and it pushed everybody to where we actually wanted them.
And by doing this it did that as well. It helped me do two goals.

One was to help me build up a $300 a month coaching program, number two it pushed
people to what I actually wanted them to do, which was the $2000, which was really
cool.

Now it’s been fun because people are going through there and the training for those
who are going through it, it’s super in depth and intense and crazy and amazing.
It’s getting me excited to watch what people are doing. So that was some of the 
break down. Basically the last 3 days were urgency and scarcity and that’s what 
pushed it over the million dollar mark.

That’s, by the way, a million dollars collected. A lot of people use, can I say 
this publicly? The company basically went bankrupt, so I can. There’s a thing we
in the industry call stomper math. In stomper math, there’s a company called stomper
net and they used to do launched and they’d be like, “We did 18 million dollars.”
But it was not collected, it was if all the payment plans go through for the next
5 years then they would have made 18 million or something like that. I hate that.
Stomper math, this was like a 10 million dollar launch. But in real math, not common
core, but real math, we collected a million dollars. So after we rebuild stuff we’ll
be higher. Anyway, I thought it was cool.

Urgency and scarcity from this point forward, and again, the offer was basically
the thing that I wanted to sell wrapped in with the recordings of this, excuse me
not the recordings. I said a curse word. You get the Expert Secrets Master Class
course for free as well.

So that’s kind of it. So those who  were in the Two Comma Club coaching program,
all the recordings of this are in the members area. So you can go back and watch
them. I highly recommend at least watching these first three. These first three 
were probably some of the best presentations I’ve ever given, ever. I’m really proud
of them and it will help you implement. The first three for those of you who are
listening are The You in Expert, Create Your Digital Offer, and The Big Domino. 
There was something about the training, the way it worked. This training is just,
I’m really proud of them, they turned out amazing.

Anyway, we probably will be trying to evergreen this funnel in the near future, 
I’m not sure exactly how to do it yet. But in the future if you go to expertsecretsmasterclass.
com, it may be there, the evergreen version where basically you opt in and we have
a 24 hour countdown and it disappears after 24 hours. I don’t know, I haven’t figured
that part out yet. We may or may not try that in the future. But yeah, that was 
kind of a breakdown of how the campaign worked and it was a lot of fun.

Tons of reciprocity, tons of goodwill, a lot of people weren’t able to buy, they
still got tons of stuff from that. And what’s been interesting in my business, as
I’ve been watching this, the more I give away, it’s people have success with the
free stuff, in fact Dan Henry is one person who said this specifically. A bunch 
of other people said, I feel like I owe you because I’ve made so much money from
all the free stuff. Dan, I remember when he joined the inner circle, he’s like, “
I feel like I owe you $25 grand for all you already gave me. So I’m just going to
give it to you so I can be in your inner circle, but I feel like I owe it to you
anyway.”

And that’s what I want to do. I want to give people such good stuff, they can run
with it and have success. So much so that in the future they’re like, “Man, I need
to buy all Russell’s stuff, because I feel like I owe it to him.” So it’s kind of
a good spot to be in. That’s what I’m trying to focus a lot more on.

That’s kind of how the whole thing worked, it was really fun and enjoyable. The 
big key takeaways are number one, just giving and building this huge reciprocity
streaming this huge, live streaming to YouTube and to Facebook. I think when all
was said and done it was like a quarter of a million people that had seen parts 
of this training. It might have been more than that. It was amazing.

Having an offer, a really good offer with a really good pricing strategy behind 
it, when Brendon comes out with his course later this year, hopefully he’ll….he’ll
probably use this process to launch it. But watch how he structures his offers. 
I think that’s the key of it. What he does, he’ll do this whole training and be 
like, “Hey expert academy, my $1000 course, I’ll give you a 50% discount, so you
get $500, plus you get this for free.” It’s all about creating an irresistible, 
amazing offer.  It took us a couple of tries and while this thing was happening,
tweaking our offer before it got right.

That’s another thing you’ve got to understand is that we’re tweaking offers in the,
as they’re happening. In the middle we’ll be like, “Ah, it’s not working. It’s not
converting. Change it, tweak it.” If your thing’s not converting, change the offer,
don’t like, “Ah it didn’t work.” If you would have seen the behind the scenes, and
I think we probably filmed some behind the scenes of that from the behind the scenes
Funnel Hacker TV show.

But we’re shifting and changing and modifying things on the fly because it’s happening
in real time and it’s kind of crazy. Anyway, this was a really cool thing to kind
of end the launch with. You know it added an extra million dollars to the bottom
line, which was cool. It helped us figure out the pricing strategy for long term
when we do evergreen-ness. How to actually sell the coaching, what the right messaging…
Forcing myself to do a webinar live, helped me figure out what was wrong with my
webinar hook. Then having me do a webinar where I recap the whole thing gave me 
another deep ability to fix the things and know what to do when I make this thing
an auto webinar and sell it as a coaching program in the future.

And this is the other thing I learned that was awesome. When you do a webinar, and
maybe this only works in my market, I’m not sure. Or like a business market. But
doing a webinar and then the next day showing them what you did. The second webinar
made us more money than the first. So one cool thing I’m going to start doing is,
I think with some of my webinars is if somebody registers be like, “Hey, if you 
watch to the end, what I’m going to do is send an email with a break down where 
I’m going to show you behind the scenes. I’m going to show you the webinar funnel,
what we did. I’m going to let you funnel hack what I just did. I’ll give you the
share funnels, the emails. But you have to watch the webinar to be able to get access
to that.” And it should force people to consume the webinar, which will create sales
and things like that.

That was a cool thing, doing a double webinar. We did that back in the day. 8 or
9 years ago we used to double things like that. We’d do one and one right after.
I forgot about them and it was, I think there’s a correlation here, doing a double
webinar and the second webinar is showing something, but just keeps closing sales.
But it’s a different presentation. I’ll test with that and let you guys know what
we figure out.

Figuring out your pricing strategy was big. There’s so many cool lessons from it.
Hopefully you guys watched it and experienced it. You had a chance to see behind
the scenes of the numbers and metrics, the big takeaways and aha’s we learned along
the way. Anyway, it was pretty awesome.

Hopefully I’ll see you guys. Thank you again for listening to Marketing Secrets 
podcast. If you are not on iTunes, please search on iTunes, leave me some feedback
and listen to it there. Because on iTunes, it’s cool because it’s not just, I think
this is episode 5 or 6 or whatever we’re on Marketing Secrets, but on iTunes you
get access to all of the back episodes, like 350 episodes from when I was running
the Marketing Secrets show under a different name. It was called Marketing In Your
Car. I highly, highly recommend you guys going back and binge listening to all of
those because they are good and they are worth it.

A lot of our biggest success stories people have a chance to binge through everything.
Watch the video here if you’re watching on YouTube, but go to iTunes and subscribe
go binge listen to everything. Catch up with us. You can be hanging out with all
these things and all this stuff will make a lot more sense to you. Anyway, that 
was it for the 7 day launch. I hope you guys enjoyed that and we’ll talk to you 
guys soon. Bye everybody.