# Funnel Hacking Revisited

- Link: https://jarvislegacy.com/podcast/funnel-hacking-revisited/
- Published: 2019-06-24T08:00:00-07:00
- Author: anchorwave

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Funnel Hacking Revisited

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After a full day of funnel hacking over 300+ funnels, I want to walk you through
what funnel hacking is again and make sure you’re doing it right.

On this episode Russell talks about the difference between stealing and pulling 
inspiration while building funnels. Here are some of the interesting things to look
forward to in this episode:

 * Why copying is stealing, but modeling and taking inspiration is not.
 * How taking inspiration from several different sources and not copying anything
   is exactly is the proper way to funnel hack.
 * And what Brendon Burchard said about how he avoids accidentally taking other 
   people’s ideas.

So listen here to find out the difference in the right way to funnel hack, and the
wrong way to funnel hack.

—Transcript—

What’s up everybody? This is Russell Brunson, welcome back to the Marketing Secrets
podcast. Today, once again I am marketing in my Tesla and it makes me laugh because
all my Tesla listening followers all messaged me yesterday congratulating me on 
my Tesla, so thank you. Now I know who you all are. With that said, let’s jump into
the theme song, and then come back. I got something fun to share with you.

Alright so yesterday was so much fun. Yesterday was funnel hacking day, but not 
like a normal funnel hacking day. It was like an intense, expensive funnel hacking
day. So I’m working on, we have an event this summer called unlock the secrets, 
it’s for all my Two Comma Club X coaching members and my inner circle members and
also their families. So it’s the first time I’ve ever done an event where parents
and children can come. So it’s going to be really, really fun. There’s a lot of 
work going into it.

But one thing I wanted to do as I’m teaching different funnels and things like that,
is I wanted some examples and swipe files. I’ve been building out the swipe file
in trello with all my favorite funnels in there. And I’ve been doing kind of slowly
for a little while and yesterday I was like I’m going to spend the whole day and
go hardcore on this. So I basically, in trello you can have different columns and
then in the column has different cards. So I made a column for every funnel type.
So it’s like Lead Funnels, Cart Funnels, Book Funnels, Presentation Funnels, Via
Cell Funnels, Challenge Funnels, all the different types of funnels.

Then underneath there I made a card for every funnel I like. And then I would go
and in the past I’ve taken screen shots of here’s page one, page two, page three,
so you can kind of see them really easily in this trello board. So what I did yesterday
is I recruited two people on my team to help make this possible. I had Melanie who
became the funnel purchaser, the funnel buyer, and then Leon who became the funnel
screen shotter. So what happened is I would go through and find my favorite funnel,
I’d post the front page link in a new trello, and then Melanie would go in and she
would go through and buy it and buy everything, and then get the links for every
single page in the funnel, post them inside of trello. And then Leon comes behind
her and takes screen shots of every single page and posts them in there.

And it’s been interesting because typically I geek out on funnels. I’ll want to 
funnel hack something and I’ll buy two funnels and it’ll take me the entire day 
because I’m reading everything, and looking at and studying and nerding out. But
Melanie, she’s immune to funnels so far. We’re working on her, but as of today she’s
definitely immune to funnels. So she just buys without thinking twice. She just 
goes to the pages and I think conservatively she spent over $10,000 in funnels yesterday.
There was one offer where she’s like, “This is a $5000 offer. You want me to buy
that?” I’m like, “Nah, let’s don’t buy that one, but buy all the rest.’

So I’m going to be getting in the mail this week thousands of rand-o things. From
nail polish, to kidnapping board game kits, to anyway, so many random funnels. So
much fun. So anyway, that’s kind of what’s been happening.

But with that said, we were able to funnel hack yesterday, probably about 300 or
so funnels. And the ones I loaded in there are probably close to a thousand now.
So I’m done for the day, she’s going to be going in there and keep on funnel hacking
and then Leon’s going to be taking pictures, and then we’ll have this huge data 
base of every amazing funnel that I love, the pictures and the screen shots, and
it’s going to be so much fun. So I am pumped and excited and I cannot wait to get
all the weird crap in the mail over the next week or two, of what we actually bought.
So that’s kind of fun.

A couple of things I want to talk about. Number one is funnel hacking. I’m curious
how many of you guys actually still funnel hack. It was interesting, I went to my
Two Comma Club X member’s and I said, “Hey, I want you guys to submit funnels that
you look at, your favorite funnels so I can go and funnel hack them.” And I got 
a lot of really, really good ones back from a very few amount of people, which made
me think for most of them, they haven’t been funnel hacking. They don’t know what
funnels they like. How are you supposed to create something if you don’t know what
you like? I know exactly, when people are like, when I have my bat meetings with
my team, I’m like, “Okay, we’re going to build a funnel.” They’re like, “Cool, what
do you want it to look like?” I’m like, “I want it to look like this one and this
one, with a twist of this one, and a little bit of this one.” I don’t just create
from scratch. That’s what morons do. Come on you guys. If you want to, this is art.

There’s a book I just bought the other day that said like, actually I don’t know
the title. The title is something like, “Great Artists Steal.” And I haven’t read
the book yet, so I don’t know exactly what it says, but I’m assuming it has something
to do with that, right. We don’t create from scratch, we look at a whole bunch of
examples of amazingness and then we build something off the back of that.

So it kind of blew my mind that there was only, I don’t know, maybe a dozen people
that had any funnels to even post out of a group of almost a thousand people. I’m
like, this is so crazy to me that nobody’s been funnel hacking. Nobody’s got like
their favorite funnels, like at queue. I have links to all my funnels so that when
I’m building something I can get inspiration. I say, okay I’m doing a webinar. Let
me look at like 10, 15, or 20 different webinar funnels as I’m building this one
out to get ideas for looks, color pallets, ideas, hooks, headlines, and ways they
did things, and how they did the call to action, and all those kind of things.

I’m doing a squeeze funnel or a lead page funnel, or a lead funnel, whatever you
want to call it, to generate leads. I look at a dozen or two or three dozen to get
ideas. I think a lot of times what happens is that, and this is the borderline between
funnel hacking and stealing and this drives me crazy. For example, we launched the
Expert Secrets book. And I took inspiration from like 50 different funnels to build
that one. I spent a ton of time and energy. Same thing with the copy, I studied 
a whole bunch of free plus shipping book funnels and things like that to get ideas
for the hooks and the angles and the copy.

I did all this research and I plugged it in and we built this amazing funnel. And
within an hour of us doing it, I see all these people like, ‘I funnel hacked Russell’s
funnel. Here’s the share funnel link.” And they’re giving away my exact funnel with
the same colors and the same everything. And I’m like, you missed it. Funnel hacking
is not, look at something and then copy it exactly. That’s not how this works. Now
there’s like 800 people with a funnel that looks exactly like mine. So what am I
doing? I’m re-changing it.

The reason why we spend time on a funnel, a funnel I’m modeling stuff. I’m looking
for proven things in a funnel. Like layout, structure, concepts, I’m looking for
those things when I’m funnel hacking. I’m not stealing word for word, stealing the
colors, stealing the headline, which for some reason that’s what people think funnel
hacking is and it’s not. That’s illegal and immoral and evil and bad, and that’s
not what I’m talking about.

Funnel hacking is about looking at a whole bunch of stuff and pulling inspiration.
I heard somebody once say that if you copy from one person it’s plagiarism, but 
if you copy a whole bunch of people it’s research. That’s my belief on it. You’re
looking at a whole bunch of stuff and then creating your own from that. I’m looking
at all these different ideas as inspiration to model, but then I go and create something
new, something better. And this is one of the main reasons why that’s so important.
It’s because marketing is all about pattern interrupts. Do you guys understand this?

The reason why something works really good is because there’s the pattern and then
I come and interrupt that pattern. So you’re on facebook scrolling through the thing,
and it’s like for example, meme videos. I remember when meme videos first came out
like two years ago. Nobody was doing them, and Brandon and Kaelin were one of the
first to really do it and hit it hard, and their meme videos were killing it. And
then guess what happened? Everybody saw their meme videos and they’re like, “Oh 
meme videos.” And then their software came out and they’re like, “We create meme
videos.”

And it blew up and now everybody on the planet has meme videos and guess what happens?
When Brandon and Kaelin came out they interrupted the pattern. They shifted it and
everyone saw it and they’re like, “What is this?” and they captured their attention
so they clicked on it. But then when everybody does it, you’re not interrupting 
the pattern, it becomes the pattern. It becomes the pattern and then it doesn’t 
work anymore.

The same thing with hand sketched videos. Vince Palko was the dude who did the very
first hand sketched video online, he did it for Mike Geary in the fitness space 
for Truth about Ads. And he did this video and I saw the stats about six months 
later. I was at a mastermind retreat with Mike Geary and he’s like, ‘Hey, yeah, 
Vince Palko’s the dude who hand sketched my sales video and look at the conversion.”
And it was like 300% increase in conversion, something crazy. I think it was higher
than that. But it was this huge increase.

And I was like, “Oh my gosh.” And that was the first one I’d seen. And then what
happened? Everyone in the fitness industry is like, “Ah, new videos.{inaudible}”
and all the sudden the next thing you new, every single video the fitness space 
was a hand sketched video. But I saw Geary’s first so I contacted Vince and I’m 
like, “Hey, I want to do one in my market.” Because no one had done it yet, right.

So there was a pattern of like, everyone was doing these Power Point VSL’s and it
became the pattern so everyone was doing it, so it stopped working, and stopped 
becoming effective. So I was like, “I want to do the interrupt.” So I hired Vince
to do a hand sketched video for us, for the original Dotcom Secrets Local webinar.
We used that, and boom, it became the pattern interrupt and it worked so good. And
that was the funnel, man, if you guys have heard my One Funnel Away story, that 
was the funnel that got me out of the brinks of bankruptcy and gave me the ability
to pay off the IRS and a bunch of other craziness, because it was the pattern interrupt
that grabbed people like, “What is this?” and it worked.

But then, guess what happened? Everyone’s like, “Oh look what Russell’s doing.” 
And they all got hand sketched videos and now it became the pattern and then it 
doesn’t work nearly as effectively.

So what you’re looking at with funnel hacking is you’re looking at the pattern. 
And there’s elements of the pattern that are essential. So understand that this 
is the model, this is the structure, this is the layout, this is the flow, this 
is how it works. Then your job as the artist, as the marketer, say, “Okay, this 
is the pattern. How do I interrupt it?” and the interrupt can be something as simple
as the headline, a color tweak, a way you do your video, things like that.

 If you saw the affiliatebootcamp.com you guys notice the pattern interrupt there.
It’s literally almost the same concept as 30days.com. You look at both pages and
you’re like, “Oh, these pages look almost the same.” I funnel hacked myself. In 
fact, if you look at the funnel structure, it’s literally the same. The upsell flow,
everything is the same. But we needed a different hook because that’s a pattern 
interrupt. So affiliate boot camp versus 30days, it’s a different hook. Then I needed
a different, obviously the color pallet is different. One’s blue and everything,
and the other one is green and more army like.

But then I needed an interrupt for the video. If the video was the same, I sat in
the same spots, said the same words, said the same thing, it wouldn’t work. So I
gotta interrupt the pattern. So what I do then is I did the video with the cards.
So if you go to affiliatebootcamp.com and look at the top you’ll notice I did these
cards, and it’s a pattern interrupt and it’s killing it right now. And I guarantee
what’s going to happen is all of you guys are going to do card videos now, so there’s
going to be a million of them and it won’t work anymore. But I interrupted the pattern
with that thing.

So what your job to do as a marketer, when you’re funnel hacking and you’re looking
at stuff, is you’re looking at stuff not just in your lens of like,  ‘I’m a dentist,
therefore I will look at other dental funnels.” Look at all these funnels in different
markets and see it.

Guess how I got the idea for the hand sketched videos. A couple of years ago my 
wife and I were watching YouTube flipping through stuff and we saw this kid with
his hand, with these cards. And I was like, “That’s interesting.’ I clicked play
and started watching it. And it was this kid telling a story about how he was dying
and he told his whole story through cards. He didn’t say a word, just held up card
after card. And I sat there, it was like a 25 or 30 minute video. And I watched 
the whole thing with my wife and we bawled our eyes out, and I think the kid ended
up dying and this video had gone crazy viral. And I was like in this emotional state
where I was like, I sat there for 30 minutes waiting to see, reading each card to
pull me through the story. And I was like, “That is powerful.”

And that night I was just like emotionally messed up. And the next morning I woke
up and I said, “Holy cow, look how that triggered me.” I had to read the whole thing
and I couldn’t stop reading it. So that day, literally that day I was like, “That
is a pattern interrupt.” So we did our very first hand card video, which also happened
to be for affiliatebootcamp.com, but it was one from 8 years ago, whenever we did
the original one.

And after that time, a whole bunch of people knocked me off, did hand card videos,
and then I stopped and then everybody else forgot about it. And then we brought 
it back. So the other thing nice about pattern interrupts is you, something that
is the interrupt, then it becomes the pattern, then people forget about it, then
it becomes an interrupt again in the future.

Anyway, so that’s, I want you guys just understanding these concepts of funnel hacking.
So often we think it’s just “Oh I must find a funnel, I will copy it.” No, that 
is not what I said ever, ever, ever. That is unethical, immoral and wrong. And it’s
stupid too because it’s not going to make you more money. It’s looking at the pattern,
so I find the funnels that work and looking at the pattern. I keep the structure
of the pattern. I keep the structure so it’s like, I know this layout works. The
logo here, the button here, the box here, the structure will remain the same.

But now I gotta come in and add my art. So I’m changing color pallets, changing 
things like that. I change the copy, and then I’m looking for a pattern interrupt.
So what is it? Is it hand sketch videos, card videos, no video, different headline,
a bold headline, a picture of me flexing in my mankini? I don’t know. I would never
do that. But something that becomes the pattern interrupt.Every single ad is an 
interrupt.

I saw Dean Graziosi with his book a while ago, lighting his book on fire and I was
like, “oh my gosh, that’s a pattern interrupt. He did it in his market, which is
like personal development, I’m going to do it in the marketing nerd market.” So 
I lit my book on fire, and that ad did awesome for a long time. It worked. And now,
that one didn’t catch on.  No wonder you guys wouldn’t burn your product, which 
is probably good. I do know Stephen Larsen last week, went and blew up his product,
it was crazy. You’ll see it soon in a funnel, I’m sure. But do you guys get what
I’m saying though?

Anyway, I love funnel hacking, it’s really, really fun. But it’s not stealing. It’s
getting ideas to pull inspiration from. So when I know the next time I’m pulling
a webinar, I log into my trello board, I look at the 400 webinars I funnel hacked
and I start looking at the images. I’m looking for ideas, I’m looking for patterns,
and I don’t do it where I open up the screen and then I open up Clickfunnels next
to it, and I’m like copying. I don’t do it that way because it’s plagiarism.

In fact, I was talking to Brendon Burchard, it was interesting. He said that when
he has an event coming up, “I can’t listen to any Tony Robbins thing for at least
6 months before my event happens because I get heavily influenced. I’ll hear Tony
saying stuff and I’ll like it. And I’ll be onstage talking and all the sudden this
thing will come out and it’s like, ugh, that was Tony’s thing. That was not my thing.
I know that how our brains work, is that we model and we see things we like to pull
inspiration. If I listen to Tony too closely to stepping onstage, then I start saying
Tony things and that’s not what I want. I want this to be my stuff so I have to 
stop listening to it.”

And it’s the same thing with funnel hacking. I don’t open up, you know, Jim Edward’s
webinar funnel and copy thing for thing for thing. Because then I’m copying and 
it’s not going to work. And it’s just like a not cool thing to do. Instead what 
I do is I go back and say “Okay, let me look at 5, 10, 15..” I look at all these
things and I get ideas, I get inspiration and then I close the board, and then I
start building something. Now I’m not copying anything, but I’m pulling inspiration.
I did a bunch of research ahead of time, and now I’m like, “OH I remember this part.
I liked that. And I like this and I like this.” And now I create something new, 
genuinely new. And that is how you grow in your market. That’s how funnel hacking
can and should be used.

So I hope that helps. Alright, well I’ve been in my Tesla driving around in circles
for the last 14 minutes as I’ve been talking with you guys. So I’m going to go drive
to the office now and get started because funnel hacking day is done and today I
gotta be working on the Traffic Secrets book. I have to get chapter four done today.
It’s halfway done. I have to get done today or else I will be beaten by my publisher
who gave me a deadline.

It also is crazy, this is the first time I’ve used like a traditional publisher 
and they, it was so funny because we did the whole book deal, and I didn’t read 
the contract because I’m not a contract guy, but I had Dave read through it and 
then Dave came over he’s like, “Did you know they’re giving you an advance?” I’m
like, “What’s an advance?” He’s like, “That’s where they pay you before you write
the book.” I was like, “Really? That’s the coolest thing ever.”

Anyway, so I asked them, I was like, “This is cool.” He’s like, “Yeah, well most
people they take the advance so that way they can take a year off and write a book.
You’re kind of insane because you’re running a business and a million other things.
But we…” oh, my kids turned on the whoopee cushion fart on the Tesla. That’s not
me farting, that’s the whoopee cushion turn signal. Oh my Tesla drivers know what
I’m talking about. That is embarrassing. Anyway, my kids are dead to me now.

What was I talking about? They gave me this advance, right. So that was pretty cool.
And they send me this money and I’m like, “This is awesome.” And then with that 
it’s like the chains, it’s like, “We gave you money, here’s your deadline.” I’m 
like, “What?” Anyway, it’s kind of funny. So I gotta write my book because I contractually
have to now. But I’m also excited. And this turned out really good. I spent a lot
of time in the RV on the way to Lake Powell last week and on the way home writing.
My wife is amazing, she drove while I was typing it up. And man, it’s coming along
really, really good. At the end of chapter four I’ll be done with the first section,
which is, I’m excited for it.

Alright, that’s all I got. I hope you guys are doing amazing. And I will talk to
you all again soon. Bye everybody.