I Funnel Hacked Alex Hormozi's $100M Funnel

Summary

This video script dissects the successful marketing funnels used by Gym Launch, a company that helps gym owners scale their businesses. It focuses on three primary funnels: webinar, case study, and book funnels, which have contributed to Gym Launch's substantial growth. The speaker highlights the importance of curiosity-based marketing, social proof, and the strategy of giving away valuable content for free to attract potential clients. The analysis also touches on the evolution of digital marketing strategies and the importance of adapting to different customer entry points.

Takeaways

• 📈 Alex Hormozi's Gym Launch has reportedly scaled to over a hundred million dollars in sales, primarily through strategic marketing funnels tailored for gym owners.
• 🔍 Before gaining prominence, Alex was relatively unknown outside the fitness and gym industry, and his significant rise in visibility occurred with the release of his book '100 Million Dollar Offers'.
• 📘 The book '100 Million Dollar Offers' is highlighted as a valuable resource for digital marketers, especially those in the education, consulting, or agency sectors, focusing on crafting irresistible offers for clients.
• 🎯 The video discusses three main funnels used by Gym Launch: the webinar funnel, the case study funnel, and the book funnel, each serving different stages of customer engagement and sales.
• 🕵️‍♂️ The webinar funnel involves a free training session where the host teaches for about an hour before pitching an offer, leveraging curiosity and a well-crafted opt-in page to attract attendees.
• 📑 The case study funnel uses specific success stories to attract potential clients, offering them a case study via opt-in to demonstrate the effectiveness of the services offered.
• 📖 The book funnel is a 'free plus shipping' model where a physical book is provided in exchange for covering shipping costs, aiming to attract a different segment of the market that may not respond to webinars or case studies.
• 🤝 Alex Hormozi's marketing strategy includes leveraging social proof through testimonials and building trust with potential clients, which is evident in the application pages and follow-up materials.
• 📈 The use of specific numbers and detailed success stories in marketing materials is emphasized as a way to build credibility and curiosity, making the offers more compelling.
• 📊 The script points out the importance of not giving away too much information on opt-in pages to maintain curiosity and the value of the offer, a common mistake made by marketers.
• 🛑 The video also touches on the concept of 'funnel fatigue', where a market segment may become saturated with a particular type of offer, necessitating the introduction of new types of funnels to engage the audience.

Q & A

What is the primary focus of the company Gym Launch?

Gym Launch is a consulting, education, and info product company that focuses on helping gym owners launch and scale their gyms, get more clients, and run their operations more smoothly.

How did Alex Hormozi become well-known in the industry?

Alex Hormozi gained recognition primarily through his success with Gym Launch, which did over a hundred million dollars in sales. He also released a book called '100 Million Dollar Offers,' which teaches how to create irresistible offers for clients, especially in the digital marketing space.

What are the three main funnels Alex Hormozi used to grow Gym Launch according to the script?

The three main funnels Alex Hormozi used to grow Gym Launch are the webinar funnel, the case study funnel, and the book funnel.

What is the concept behind the webinar funnel?

The webinar funnel involves promoting and advertising a free training session. People register for the training, attend a live session where valuable content is taught for around 60 minutes, followed by a pitch for a paid offer within the next 30 to 60 minutes.

How does Alex Hormozi use curiosity in his opt-in pages?

Alex Hormozi uses curiosity by crafting intriguing headlines and copy that pique interest without revealing too much information. This approach encourages potential clients to register for webinars or opt-in to learn more about his unique methods.

What is the purpose of the case study funnel?

The case study funnel aims to get people to opt-in with their email addresses to access a success story or case study. The goal is to qualify leads and eventually get them to book a phone call where the consultant can close the sale.

Why is specificity important when writing copy for opt-in pages?

Specificity in copywriting, especially with numbers, creates curiosity and makes the offer more believable. It impacts the reader more strongly, making them more likely to opt-in to learn more about the specific results promised.

How does Alex Hormozi use social proof in his funnels?

Alex Hormozi uses social proof by showcasing numerous testimonials and success stories from his clients. This builds trust and credibility, showing potential clients that his methods have worked for others and can work for them as well.

What is the book funnel and how does it work?

The book funnel is a marketing strategy where a free book is offered in exchange for covering shipping costs. It serves as an entry point to attract a different segment of the market who may not have opted into webinars or case studies.

What is the significance of giving away valuable content for free in the current strategy of Gym Launch?

By giving away valuable content for free, Gym Launch aims to demonstrate the high value of their paid offerings. This strategy hopes to convert those who find the free content useful into paying clients.

How does Alex Hormozi's strategy evolve over time?

Alex Hormozi's strategy evolves by adapting to the market and customer behavior. Initially, he used webinars and case studies, but as the market became saturated, he introduced new funnels like the book funnel and started giving away detailed free content to attract and convert clients.

Outlines

00:00

💡 Gym Launch Funnel Strategies

This paragraph discusses the various sales funnels used by Alex Hormozi to scale his company, Gym Launch, which offers consulting and education services for gym owners. It highlights three main funnels: webinar, case study, and book funnels. The speaker emphasizes the curiosity-driven approach in the opt-in pages and the importance of Alex's copywriting skills. The paragraph also mentions Alex's book '100 Million Dollar Offers' and its value for digital marketers.

05:01

🔍 Dissecting Alex Hormozi's Webinar Funnel

The speaker breaks down the webinar funnel used by Alex Hormozi, explaining the process of promoting a free training session that leads to a sales pitch. The focus is on the opt-in page's copywriting, which uses curiosity to attract gym owners. The paragraph also touches on Alex's participation in Russell Brunson's ClickFunnels Mastermind and how he adapted the webinar format to his business model, emphasizing the importance of not revealing too much information to maintain interest.

10:02

📈 The Case Study Funnel's Opt-In Strategy

This section delves into the case study funnel, where potential clients opt-in to access a success story. The speaker points out the importance of specificity in numbers to create curiosity and credibility. The case study serves as a qualification tool and a means to book phone calls for closing sales. The speaker also discusses the use of 'future pacing' in the copy to sell potential results to the clients.

15:03

📝 Deep Dive into Case Study Funnel's Sales Techniques

The paragraph provides an in-depth look at the case study funnel's sales approach, including the use of a video and well-crafted copy on the thank you page. It discusses the strategy of connecting with clients' pain points and the importance of being specific to make the client feel understood. The speaker also explains the process of applying for Gym Launch's services and the use of social proof through testimonials.

20:05

📚 The Book Funnel as a Marketing Tool

The speaker introduces the book funnel, where Alex Hormozi offers a free book with only the cost of shipping. The paragraph explains the psychological impact of this offer and how it works as an entry point into the business ecosystem. It also discusses the importance of presenting the book's content in a way that sparks curiosity without revealing too much, supported by strong testimonials.

25:07

🎯 Expanding Market Reach with Book Funnel

This section explains the rationale behind launching a book funnel after exhausting other marketing strategies in a niche market. The speaker suggests that a book funnel can attract a different segment of the market that may not have been reached by webinars or case studies. The paragraph also speculates on the potential upsells that might follow the book purchase, with the ultimate goal of getting clients on the phone.

30:09

🚀 Current Funnel Strategies at Gym Launch

The speaker provides an update on Gym Launch's current funnel strategies, which still incorporate elements of the case study funnel. The paragraph discusses the use of specific numbers and social proof in the opt-in process and the continued use of detailed and valuable content to attract potential clients. The speaker also notes the shift towards giving away high-value content for free to entice clients into the sales cycle.

35:09

🌟 Scaling Gym Launch with Value-Driven Funnel

The final paragraph wraps up the discussion on Gym Launch's growth, attributing it to the effective use of the opt-in, case study, and book funnels. The speaker highlights the company's current strategy of offering detailed and valuable content for free to demonstrate the potential value of their paid offerings, aiming to convert interested clients into paying customers.

Keywords

💡Gym Launch Funnels

Gym Launch Funnels refer to the marketing strategies and sales processes used by Alex Hormozi to grow his company, Gym Launch. These funnels are central to the video's theme, illustrating how a targeted marketing approach can scale a business. The script discusses the effectiveness of these funnels in generating over a hundred million dollars in sales.

💡Consulting

Consulting, in the context of the video, refers to the professional service provided by Gym Launch, where they offer expertise to gym owners on launching and scaling their businesses. It is a key component of the Gym Launch business model, as depicted in the video script where the company helps gym owners 'run their operations more smoothly'.

💡Webinar Funnels

Webinar Funnels are a specific type of online marketing strategy highlighted in the script. They involve promoting and advertising a free training session, where attendees register and are taught for a certain period, typically followed by a sales pitch for a product or service. In the video, it is one of the top three funnels used by Gym Launch to grow the company.

💡Curiosity-based Marketing

Curiosity-based Marketing is a technique used to pique the interest of potential customers without revealing too much information. The script emphasizes its importance on the opt-in page of the webinar funnel, where it is used to create intrigue about the unique methods to grow gyms, enticing gym owners to register without giving away the actual strategies.

💡Opt-in Page

An Opt-in Page is a webpage that requires users to provide their contact information, such as email addresses, in exchange for access to content or a service. In the video script, the opt-in page is described as a critical component of the webinar funnel, where curiosity is used to encourage registration for the free training.

💡Case Study Funnel

A Case Study Funnel is a marketing strategy where a success story, typically of a client or the company's own achievements, is offered to potential customers who provide their contact information. The goal is to get them to book a phone call, as detailed in the script, where the company can potentially close a sale by discussing the case study in more detail.

💡Book Funnel

A Book Funnel, as discussed in the video, is a marketing strategy where a free book is offered in exchange for shipping costs. It is a way to provide value while also collecting leads for further marketing efforts. The script mentions 'Gym Launch Secrets' as an example of a book used in this funnel to educate and attract potential clients.

💡Click Funnels

Click Funnels is a term mentioned in the script that refers to a sales funnel builder platform often used in digital marketing. Alex Hormozi was said to be involved with Click Funnels, which likely influenced his own marketing strategies, including the creation and use of various funnels discussed in the video.

💡Digital Marketing

Digital Marketing encompasses the promotional tactics used to endorse products or services through digital channels. The video script discusses how digital marketing strategies, such as webinars and case studies, are utilized by Gym Launch to attract and engage potential clients in the fitness industry.

💡High-level Clients

High-level Clients, as mentioned in the script, refer to customers who are willing to pay a premium for advanced or specialized services. In the context of Gym Launch, these clients are typically gym owners seeking high-ticket consulting services to significantly grow their businesses.

💡Social Proof

Social Proof is a psychological phenomenon where people conform to the actions of others under the assumption that those actions are reflective of correct behavior. In the video script, social proof is used extensively in the form of testimonials and success stories to validate the effectiveness of Gym Launch's strategies and services.

Highlights

Gym Launch Funnel's success in scaling the company to over a hundred million dollars in sales.

The use of a consulting, education, and info product model to assist gym owners in launching and scaling their businesses.

Introduction of Alex Hormozi, the founder of Gym Launch, and his significant impact on the fitness industry.

The importance of curiosity in opt-in pages to drive registration without revealing too much information.

The effectiveness of webinar funnels in teaching and selling Gym Launch's services.

The role of copywriting in creating compelling opt-in pages for webinars.

How Alex Hormozi modeled his webinar funnel after Russell Brunson's ClickFunnels webinar, showing the common practice of emulating successful strategies.

The case study funnel's approach to showcasing client success stories to attract potential customers.

The significance of being specific with numbers in marketing to create curiosity and authenticity.

The use of social proof and testimonials to validate the effectiveness of Gym Launch's methods.

The strategy of connecting with potential clients on Facebook to build trust and increase the likelihood of call attendance.

The book funnel as a different entry point to attract customers who may not opt for webinars or case studies.

The psychological impact of 'free plus shipping' offers in book funnels to increase conversions.

The presentation of testimonials to maximize their perceived volume and impact on potential customers.

The evolution of Gym Launch's marketing strategy, including the use of free detailed PDFs to attract customers.

The concept of giving away valuable content for free to demonstrate the value of paid offerings.

The ongoing use of curiosity-based marketing in Gym Launch's current ads and funnels.

Transcripts

in this video i'm going to be dissecting

the gym launch funnels that

alex and leela homozy use to

scale the company um i believe they did

over a hundred million dollars in sales

with gym launch which is essentially a

consulting slash education slash info

product

company that helps gym owners

launch and scale their gyms

get more clients

run their operations more smoothly

et cetera et cetera now

alex or mosey is like a super

interesting case because for the most

part before a year ago unless you were

in like the fitness slash gym industry

or maybe in like if you're super

involved in the click funnels world you

probably haven't heard of him before and

i believe

i've seen his face around over the past

few years but he only actually knew his

name

more recently maybe around a year ago

just under maybe like 18 months um eight

months ago when he released his book 100

million dollar offers right really great

book you go and read it teaches you how

to create a

irresistible offer for your clients so

especially if you are in the digital

marketing space you're selling courses

information

consulting or you're an agency then that

book's gonna help you a ton but today

i'm gonna be running through and

basically the funnels that he used to

scale gym launch dissecting them and

talking about why they work so well so

he used multiple different funnels over

the years but i'm going to break down

the top three that he used to grow gym

launch so and i'll run through them in

detail in a second here but there's the

free funnels that are webinar funnels a

case study funnel and then a book funnel

as well again he used different

challenge funnels he used different

funnels but these are the three ones

that we're going to study today because

it's the one that he seemed to have used

the most to grow the company

so

first one was a webinar funnel so a

webinar is essentially where you promote

and advertise a free training

people register for the free training

you show up you teach for around 60

minutes and then at around the 60 minute

mark for the next 30 to 60 minutes

depending on how long you go you

essentially pitch or sell

your

your offer right so you get people to

register now this is the as you can see

the opt-in page that he used

for

his his webinar

and you can read some of the copy on the

page here it's pretty well written i

think what a lot of people don't realize

about alex oh maybe they do realize that

he isn't just good at like sales but

he's really good at writing copy

and you can see here that on this page

there is a ton of curiosity used to get

people to register for this web class so

my weird way to open gyms making 51 000

before having ever trained a single

client

so it's a weird way to open a gym and

make 50 grand before you've even trained

someone on the gym floor super

intriguing super curiosity based and if

i'm a gym owner and i am struggling to

grow my company then i'm like

i definitely want to figure out

what this weird way is and then it says

here how to steal my model

no matter what type of fitness business

you have so

kind of also appealing for like big gym

owners small gym owners but also maybe

one-on-one personal trainers and people

who don't even have a gym so he's

actually opening up his audience a tiny

bit here

and you can see here i don't know if

this was a

i'm sure he did it automated and he also

did it live as well

you can see this one was for june 4th so

it looks like this was a very specific

one-time live webinar so we'd actually

go on and teach it live and then he

basically runs through the three

different secrets that he's going to

teach or the three different learning

points

that he is going to basically teach

so how to open um

how to open fill your gym to capacity

before ever opening the doors how to

sell without ever hearing the word no

and how to get unlimited new clients

right so again all of this is pure

curiosity-based

there is no um there's no he's not

giving anything away

once you read the information on this

page all you know is that he's got this

unique way to grow and open gyms

you actually have no clue what he does

or how he does it which is what the best

opt-in pages in the world are based on

it's all curiosity based one of the

biggest mistakes i see with people when

they are creating webinar opt-ins or

just opt-ins in general

is

they start giving too much information

they start telling people hey you're

gonna learn this this and this and they

give part of it away and what happens is

when people receive too much information

on this opt-in page like here they're

either going to google it themselves to

figure out how to do it or they are

going to feel like they've already heard

it before so they're not going to opt in

so for example i know what alex did

when he was teaching these gyms how to

launch he would teach them how to run

facebook ads to get leads for the gym

now if he said here

how to run facebook ads to fill your gym

to capacity before you've even opened

the doors

then

they would probably if someone's reading

this page they would either

go to google and be like how to run the

facebook ads and they'd be like i don't

need to learn from this guy i'm just

going to google it and figure it out

myself or if they've already gone

through some training on facebook ads or

they've already listened to another

gym expert talk about facebook ads they

would go to this page and be like i've

already heard this information before

i'm not going to opt in so the way you

the reason why this page would have

worked so well for alex is because you

had no clue how

what he was going to teach in this web

class

now unfortunately this isn't a live page

anymore so i can't go in and actually

watch the web class and watch the

content but like i said i assume

especially at this time

were i mean maybe this was around 2017

he was promoting this

this is where like webinars were really

taking off making a lot of people a lot

of money and they would typically like i

said i would show up live to the webinar

alex would teach these three secrets for

60 minutes and then at around the hour

mark he would go and pitch

gym launch and then people would go

ahead and buy

there is one thing i wanted to talk

about um

around this um because i know for alex

he was actually in

russell brunson's click funnels

mastermind at this point or the inner

circle

and obviously he was learning from

russell and i believe russell even told

him to kind of go to a consulting model

before because before that alex was

doing a done-for-you gym launch model

now

if you look at the webinar that grew

click funnels the company to what it was

it looked something like this right

and you can see here very very similar

it's actually identical he has 100 just

modeled russell brunson and i'm not

saying there's anything wrong with that

i'm going to explain in a second here

but you can even see

from the layout there's a like a weird

type of picture of alex there's a kind

of like a weird strange picture of

russell to grab attention my weird niche

funnel that's currently making me x

amount per day

my weird way to make open gyms making me

this much

and how to ethically knock it off in

less than 10 minutes

and how to steal my model no matter what

type of business you have you see

he is 100 percent like modeled the

the click funnels webinar and you can

see a secret one secret two secret like

the layout is obviously identical

and the copy is different but it's still

extremely similar and he's used the same

type of angles now i'm actually not

saying this is bad the reason why i'm

pointing this out

is because there's a weird

there's a weird energy inside like the

digital marketing industry right now

where like people are trying to claim

that they are like super authentic and

that people are trying to claim that

they invented certain marketing

strategies

and to be honest it's just total

no one is necessarily original

everyone is basically looking at each

other to see what's working and then

implemented it into their own business

i was reading even the book from sam

walton who is the he founded walmart and

he basically used to go to his

competitor's stores see what they were

doing well and he would literally copy

it for his own business

that is how some of the biggest

companies have grown and become

successful just look at facebook where

or with instagram they saw that

snapchat came out so what did instagram

do they released instagram stories

they've seen tick tock blow up

completely over the last couple years so

what have they done the instagram they

introduced instagram reels they

basically just copied their competitors

because it was working well for them and

that's exactly what alex has done here i

know him and russell brunson aren't

exactly competitors

but he's obviously just modeled someone

who was doing extremely well

so again there's some like coaches out

there who start getting all pissed that

if they see someone has copied their

funnel template or maybe they've copied

some of the copy that they have on the

sales page just look at this guy alex

hormuzy probably right now the most

respected kind of like online digital

marketer like everyone loves him

everyone on twitter is tossing him off

and he's great at what he does but even

him

even he

completely muddled and funnel hacked

someone and right now he's obviously

gone more original he has his own

frameworks and he teaches his own stuff

and if he has learned something from

someone else he usually credits them i

know in his book he

credits a couple of different people

throughout his teaching saying like hey

i learned it from this guy

so he's not trying to like copy or steal

or anything like that but even alex

homozy who grew this company to i

believe it was around 100 million

dollars in sales

he did it on the back of basically

modeling

what worked

and you can see this is like

if there's some coaches if they were

russell brunson they would start

throwing a little fit being like

oh alex homozy is copying me he's not a

good marketer he's not good at what he

does well no this is just what happens

this is the game if you see something is

working then you can essentially copy

slash

model it so

that's just another point if you are

worried that

you're going to annoy someone or it's

unethical to model someone funnel then

just so you know the biggest and the

most successful marketers in the online

industry

do the exact same thing so i really

wouldn't worry about it

so

that is the

first

funnel that he

has used now we're going to be moving on

to the second one which is the case

study funnel so a case study funnel is

essentially where you will get someone

to opt in again from an ad or online you

will get them to opt in with the email

address to basically get access to a

case study now a case study is typically

a success story of one of your clients

or the success story of your own company

where you basically break down them like

hey this is what happened and this is

how we do it so you get people to opt in

to get access to that case study because

they probably want to learn how to do it

for their own company

and then once they opt in the goal is to

essentially for the most part get them

to book in a phone call with you where

you can close them over the phone

so

this is what this looks like

the opt-in page we work with gym owners

who can take 50 plus clients in the next

30 days if that sounds like you let us

under the case study for how we brought

187 new clients to a gym in san diego so

this is a case study

how they helped a gym in san diego get

187 new clients there's one thing i

didn't mention on the opt-in page

that is super important

is

to be extremely specific especially when

you talk about numbers if you look at

again even russell brunson's one here

that's currently making me 17

947 per day

if you're homozy's put here 51

191

when you use numbers you want to be as

specific as possible

there's two reasons why number one again

it creates a lot of curiosity because

it's like well that's a very specific

number like what's happening there but

number two it just makes it more real

because if he just said here my weird

way to open gyms making 50

50 000 before you know ever training a

client

because it's like such a round number

it's very unrealistic that that is the

actual number that he made because it's

such a flat number the fact that he goes

into so much detail and puts it down to

the dollar makes it a lot more

believable and it has a lot more impact

and it's the same here

if he said let me send you a case study

for how we brought in hundreds of new

clients to a gym in san diego just using

the generic term hundreds or 100 or 200

whatever it was it just makes it not

very believable the fact that he's put

187 is so specific it's like okay well

to use such a specific number

it must be a true story

and therefore

it's gonna have greater impact and it's

gonna make people

opt-in

another good thing what he's done here

is we work with gym owners who can take

50 plus clients in the next 30 days so

there's a couple of

reasons why they've put this copy here

number one it is to qualify people so

they obviously only want to work with

people who have the capacity to take on

a large number of clients because if

they take on a gym that is full then

they can't really help them grow

right so that's the first part

the second part which is actually the

main reason why they would have put this

here

is to actually sell

because you're basically future pacing

the type of results they can expect from

working with you like we only work with

geonomers who can take 50 plus clients

in the next 30 days so that's

essentially like it sounds like they're

trying to qualify people

but in fact they're just selling

themselves because they are saying we

help gyms get 50 plus clients in 30 days

which for most gym owners they will

absolutely bite your hand off if you can

say if you tell them like hey i'm going

to teach you how to get 50 new customers

in the next 30 days it's like a huge

result and a huge promise so they

they're actually selling their service

without directly selling

you know that saying like hey we work

with these people

it's the same with

um it's the same with my agency if we we

could say

we only work with online coaches who are

able to add who have the capacity to add

100 clients in the next 90 days

it's basically saying hey we're going to

help you achieve this but it sounds like

we're just kind of qualifying when in

reality we're selling so it's like very

cleverly written

and then they've obviously they're

advertised in the case study and then

once you press this button it's going to

ask you to opt in with name

it says first name last name

and email address

interesting why they would want first

and last name but

i thought they would have maybe asked

for the phone number here but it just

looks like they are getting

their um

their email address and then when you

click this button

you're going to get taken to the next

page and it's what you would call the

thank you page and you can see you can

see that it says

um step one of free your gym launch

video case study is on its way

check your inbox soon next let's see if

we can help

and you can see here that there's a

video of homozy and

it says hello and schedule a gym launch

call so again i don't have access to

this live page so i can't actually watch

this video but i imagine um he is

basically summarizing what is on the

rest of this page where he's probably

just explaining more about gym launch

explaining who they help what pain

points they solve and how they solve

them

and if you are interested in learning

more then go ahead and

book a call

so this is essentially

a sales video and then underneath it is

some pretty well written copy

and we can zoom in a tiny bit i'm not

gonna

read the whole thing

if we can go in a tiny bit more

but you can see here do you need more

clients but frustrated with marketing

that doesn't work

and if you read this copy it's actually

really really well written you can pause

maybe the video and read it all the way

through

but it's number one the layout is good

so what most people do with their copy

is they write big long paragraphs and

sentences that sucks and it's not the

right way to write good converting copy

some of our best converting funnels are

basically outlined exactly like this

where it's short snappy sentences it

makes it very easy to read it makes it

more digestible and it just looks better

on the page it's not very intimidating

to read if he would have put all of this

in like a big massive paragraph i would

look at that and be like yeah can't

really be bothered to

read that it looks hard to read but

because he breaks it up into small

sentences it makes it flow easier so if

you just read some of this um he's

written so it's

i know exactly how you feel figure out

marketing

that works can be a big pain and

expensive you search online

stir results google ads instagram

facebook cards referral programs and we

just keep sticking by so right now he's

basically just connecting to the pain

points and obviously

again homozy is actually a really good

copywriter he obviously used to run gyms

himself so he knows the biggest pain

points and he knows how to communicate

that to his audience so this is

essentially what he's doing here

and he's basically being very specific

in what they're experiencing so he shows

that he understands them there was a

saying and i can't remember who said it

but

it's essentially if you can make someone

feel understood

they're going to believe that you have

the solution to the problem

so in our marketing it's basically all

our main goal is to make sure that our

customer feels understood and the way

you make someone feel understood is by

being as specific as possible in

showing them that you understand what

they're going through so the more

specific you are

the more effective your marketing is

going to be

and you just and the weeds keep ticking

you see other people talking about how

facebook marketing works maybe even have

friends who've made a ton of money with

their gyms and again he basically just

goes through a bit of a mini story on

the frustrations and the emotions and

the thoughts that are going through his

head

and then he spoke i know exactly how you

feel i felt the same way with this six

gyms i own so again

he's basically stating this

so that people don't come to this page

and be like oh not another guru

who is never actually ran a gym in his

life but he's teaching me how to run my

gym

so

he's putting this in here to add a bit

more credibility to be like hey i own

six gyms so i'm not just like some

digital marketing guy who hasn't had any

real life experience

and then he basically goes into his

creative credibility piece where it's

like over the past four years i've been

building delivering and packing gyms to

the brim

my own and for others

sick and tired of

other fitness gurus taking advantage of

gym almost selling programs

blah blah blah right so he's just again

he's basically speaking himself up

beefing himself up and then tearing down

his competition by saying

they're selling crap and he's got the

solution

and then he basically goes into his

backstory of like

he

basically went out to gyms and did all

the marketing for him

but then it took a tremendous piece of

effort

he couldn't do this because it was very

manual for him it took him a long time

so therefore he's basically gone to a

consulting model

and then basically makes the offer where

they can book in fill out a

questionnaire and see if he can help

them grow

their business

and he's about here he's basically

reviewed the offer as well

um we're a good fit we'll help you

come and build a complete sales and

marketing funnel from scratch that is

designed to produce 100 new customers

within a month right so this is

basically offer we'll get you 100 new

customers within a month and then it's

like hey book request the application

so pretty well written copy again

he will sell pretty well in this video

as well i think the two complement each

other for the most part people just do

sales videos but i think for for all of

our clients the best converting funnels

that are like this case study funnels

uh funnels actually have the video and

then also the copy as well because

people like to read it both right

there's some people that won't watch the

full video but they'll read the copy

there'll be some people that won't want

to read but they'll watch the video so

having both of these on the page

actually helps massively to convert as

many people as possible

let's zoom out now

then

once they'd be like okay i'm going to

apply to work with these people i'm

going to learn more about this person

they go to this application page and i

was actually able to find

the the application page so

this is what it kind of looks like

there's an application on the left hand

side it looks like it's changed a little

bit from that

but you can see here that they've kind

of embedded it now so it doesn't

look as ugly as it once did where all

the questions are there now they've got

like a little scroll feature

and this i believe is the video of

russell brunson which you can see here

so they basically got an application

just asking people about the business

you know phone number name

um describe your business how many

clients you have what's your current

current revenue what's your target

revenue kind of like the basic

you know what's stopping you from

growing

you know basically the basic questions

that people ask to get people on the

phone i'm not going to dive into the

psychology behind these but it's

basically just giving the sales person

enough information so

they understand what the person is

looking for but um

the most interesting part on this page

is obviously just like the ton of social

proof

so

he's basically

on this page he has sold them on the

offer and that you know he

has this like unique mexican mechanism

for getting jim's results

he sold them on the offer and what he

does and who he is so now he sends

people to apply and a lot of people will

in fact come to this page out of

curiosity even though they're not fully

committed to booking in a call

but and he's just restated his offer

again here 100 plus new clients in 30

days

but there's a lot of people that would

be like yeah i don't really want to

spend time like going on a call like

they can't be bothered but on this page

absolutely hammers them with social

proof and it's pretty impressive

um that's that's one thing from his gym

launch stuff that i've seen that there

are a ton of different testimonials and

i'm sure he's got clients that you know

didn't make any money etc etc but he

does seem to have like a ton of social

proof which is you know again

marketing sales 101 you you want social

proof and testimonials so

he absolutely plasters this page with

exactly that

and then once they go ahead and apply

they will book a call

so the application page and then

the confirmation page is here your

strategy session is booked here's some

homework before i call together connect

with me on facebook

and private message me here this is

still something that i don't see

a lot of people doing and i think is

actually huge as long as you put in the

time to actually respond to the messages

especially when you're marketing to cold

traffic where they don't they've never

really heard of you before and they

don't fully trust you yet getting them

to private message you is gonna do two

things

number one if you get into a messenger

conversation with someone before the

call

their chances of showing up on that call

have just probably like 10xed so that's

one of the reasons why he's doing it one

of the reasons why is to increase the

show rate for these strategy sessions

because what a lot of people do

is they will book the call because

they're interested in the offer and then

maybe they put the call for like two

days time but then life gets busy they

forget maybe they're not as interested

anymore they basically go cold and they

don't show up for the session so it's

not uncommon for you know 80 like 20 of

these calls for people not to show

so like a show rate of 80 isn't too bad

so what he's done here is getting them

to connect with him on facebook because

number one if they enter into a personal

messenger conversation with him or his

page

then they're going to feel a lot more

committed to showing up

if i just go through an ad and a sales

funnel and i book a call i can not show

and i don't feel particularly bad about

it because i've not had any

communication with the person they don't

know who i am

like to them i'm just basically like a

blank

i'm just you know i'm no one right so i

can book a call and not show and i don't

feel guilty about it

or you don't feel awkward about it but

if i actually get into a personal

one-on-one conversation with this person

in messenger and they can see my

personal facebook profile

then i'm gonna feel very awkward to just

not show to that call i'm gonna feel

like a dick

so i'm gonna most likely show up if i'm

in that messenger conversation

number two it also allows him

to message the people 30 minutes before

the call on their facebook and be like

hey

call starts in 30 minutes just sending

you a reminder or if it's like two

minutes past the call he can send a

message on facebook be like hey i'm on

the zoom call

or hey i just tried to call you like are

you there

so again that's going to increase that

he's able to actually remind people of

the call through facebook messenger

which obviously like you know nearly

like 80 to 100 of facebook message

messages are opened by the person if

you're just emailing someone you know

the average open rate for an email is 20

so you're much more likely to get your

reminders seen by the people who book

because you are messaging them on

facebook which is another obviously

genius move

and then the third point so not only

it's going to increase short rate it

allows you to give the the ability to

remind them of the call

but number three is going to build a lot

more trust and credibility again i don't

know what his private

facebook looks like i assume this would

be to his personal page or at least like

a business page that is run by him

but i imagine on that page there was

content and information about how to

grow your gym

so if i've just come through an ad i've

never heard of this person before but

you know he's given me enough value and

he's peaked enough curiosity that

i want to get on the phone with the guy

i'm still going to be a bit skeptical

because it's just someone who i've just

met off the internet but if i then

connect with them on facebook i see

their face i see videos of them i see

content by them it makes them more of a

real person and it just gives them a lot

more credibility and validity and i'm

going to have a lot more trust with that

person because now they're no longer a

stranger on the internet they are

someone who's i've seen them on facebook

i've seen that they are an actual real

person so it makes them become more of a

real person but then also if he had lots

of you know high value information

content on his profile about how to grow

a gym then again it's going to increase

trust which will increase the short rate

which will increase the close rate on

the phone

now i don't know how long he ran

the webinar funnel for and i don't know

how long he ran this particular funnel

for

he still is running or gym launch is

still actually running

the case study funnel it's a different

version and i'll show you what that

looks like in a second

but they're still running this type of

funnel and i imagine they started at

this

and then like most of the digital

marketing industry they shifted to the

case study funnel because they wanted to

get them on the phone and they could

sell super high ticket services now

again maybe on the webinar at the end of

the webinar he didn't sell and he

actually just pitched the phone call and

they closed people over the phone maybe

he did that

and because i do know in the beginning

he said he was charging like

super high ticket like well fairly high

ticket anyway i think he started

charging like 6 10 12 k

this sort of stuff for his coaching so

maybe at the end of this webinar he was

already getting people on the phone

but

regardless

like i said most people in the digital

marketing industry when webinars became

less effective most people weren't

staying until the end because this was

like a longer drawn out presentation

most people switched to a

some variation of a case study funnel

where you know there'll be a very short

sales video that pitches a phone call

now the next funnel that he uses after

this

is the book funnel

so

this is essentially a free plus shipping

book funnel

where

he wrote a book it was called gym launch

secrets

basically the

playbook step by step how to

launch and grow a successful gym

something like that

and it's basically the offer of you get

a free copy all you need to do is pay

for shipping

now

i don't know the

the economics behind this but

i mean shipping is around ten dollars i

think if if you're international for

these types of funnels then the shipping

is around 20

so

i mean it's kind of free it's like a

psychological

framing of the offer like hey get your

free book but pay for shipping and then

shipping is like 10 bucks so you're

still kind of paying for the book but

just the way it's framed

it will just increase conversions this

has been tested by

multiple different people

across multiple different niches and

industries and offers and books and

topics and still people do this free

plus shipping offer for books so it

definitely does still work

now i believe we have the up-to-date

version

of this page

so you can actually still find

this funnel it's changed slightly but

it's still effectively the same so you

can see it here

he basically has like a nice promotional

[Music]

tire that's so video that a good night's

sleep can't fix you've always wondered

yourself like what am i doing wrong what

am i what am i what's not work so again

well-produced sales video where he's

connecting to the pain points and then

he will give some credibility he's got

some testimonials here and then he will

essentially tell you to get his free

book right

and that's the funnel he basically runs

through

what they can expect to learn

inside the funnel

sorry inside the book

he's got proof testimonials

and then basically just

some credibility stuff of him with all

of his clients

arnold schwarzenegger

with all the money he's raised giving to

charity

and then basically cta saying hey get

the book

just one thing before we dive into the

the actual flow of the book and why he

decided to use this

again i just want you to point out like

this is an example of russell brunson's

free plus shipping offer for com secrets

so they're not exactly the same but it

looks very similar again right

headline nice promotional video

you've got the free plus shipping and

it's also a two-second

copy of this for free but before we do i

want to explain to you really quickly

what this book is about so again similar

type of like well-produced video the

order form on the right hand side and

then they basically go into the content

of the book and you can see here that

again a lot of this stuff the way

russell has written his copy here

it is very

curiosity curiosity-based

to get people to

buy the book

so the first thing i tell all of my

brand new high-level clients to get them

generating ins and profits

right

so again you're not giving anything away

you're just saying there's like the

first thing i tell all my brand new

high-level clients

the five major old media transitions

i've made making money online easier

faster and better than ever

again giving nothing away

there's no value in that statement it's

just pure curiosity based

and if you go down it's the exact same

thing

my top five

favorite traffic sources why i love

inquirer interrupts and how to swipe

this effective technique to move your

congregation from lollygarleying around

to buying your stuff again

no value you don't even know what some

of this stuff means but it sounds cool

and it sounds interesting

and the reason why i'm showing you this

is because again if you look at homozy

stuff he does pretty much the same thing

it's a different layout

but again it's use the eight-step

irresistible offer formula you know our

proven lead generation scrambler that

shows you how to create never-ending

high-converting ad variations without

expensive software or prior marketing

experience the icing front-end cash

process the k-key

back end you know the thomas jefferson

trainer hack the free proper maximizing

price levers the money math gym formula

like it's all pure curiosity-based the

four-layered wedding cake gym model

right

a lot of this stuff doesn't mean

anything to anyone but it's going to

peak your curiosity enough for you to

actually go ahead and buy the book and

the reason why this works is because

this doesn't it sounds cool but it gives

no value

and if it was just this on the page

then it wouldn't work

the reason why it works is because they

can be super

vague with what they teach

because they've got the testimonials to

back it up

right the only reason why someone can

write copy like this and to work so well

is because

they've got the proof

so you read this and you don't have a

clue

what any of it means it sounds cool and

it's like okay well

i want to make money while customers try

out my gym like

again it sounds good and you're speaking

to the desires

but there's no validity to it because it

doesn't make sense to you like it

doesn't you know the icing front-end

cash process like what does that mean

but the reason why it works is because

when you pair it with this

you look at the all these testimonials

and all the social proof right there's

the stacks of it

and you're like okay this stuff

must work like i don't know what it is i

don't know what he's talking about

but it obviously works so i'm

gonna get it another thing he's done

here as well is that to make this page

look better or nicer what he could have

done is maybe stack these testimonials

separately i'm sorry differently so like

he could have maybe put them alongside

each other in a grid maybe put like four

people next to each other so you didn't

have to scroll down so long

but

this is exactly why he's done it he's

stacked them on top of each other to

make it feel like there are more

testimonials than there actually are i

mean he's still got a ton on the page

but

if he would have put these in like a

grid of four maybe if i just scroll down

the page like one two three maybe i

would have been done

but the fact that i'm going through this

testimonial section and i have to scroll

one two three four five six seven eight

you know i have to scroll like over

eight times to get through the

testimonials because these basically put

them on top of each other the length of

the testimonial section actually has a

huge

effect on the impact it has

see most people won't read these

testimonials but just the fact that they

have to spend a minute or two scrolling

through them psychologically or

subconsciously in your brain makes you

think there's a lot of

testimonials here this stuff must work

if you would have made this section so

shorter maybe made it look a bit nicer

by stacking them in a grid of four or

five you would have maybe scrolled

through and been like yeah yeah there's

a lot but like it wouldn't have hit home

like oh my god like i've been scrolling

for like five six times now and there's

just stacks of these testimonials

so the way you actually present your

testimonials has a huge impact on the

effectiveness

it's not just the actual testimonials

themselves because most people won't

actually read it

as long as there's a lot of them on the

page then it still has a massive impact

on the buying decision

and then he you know just goes down some

social proof

so

the reason why i assume he would have

launched this funnel is because

what happens

in

with marketing is

you can launch and scale to millions

upon millions of dollars with one type

of funnel so i would have imagined he

would have obviously made millions of

dollars off this webinar he would have

made tens if not hundreds of millions of

dollars off this case study funnel

so why would he release a book funnel

well that gets to a point especially in

a specific niche like homozy wasn't

advertising to all business owners

saying like hey i'm gonna help you grow

it was just the gym owners and his ideal

ideal customer was like a micro gym

owner so it wasn't like teaching big

commercial gyms or people with multiple

locations for the most part he was

teaching like individual gym owners how

to launch the gym so it was a very

specific niche

and if you spend millions of dollars on

paid advertising to a small niche like

that

over time and eventually

everyone who is

who would be willing to opt in to a

webinar

would have opted in already

there's always a percentage of your

market that will react well to a certain

funnel and there's just going to be some

people who would just never opt in for a

free training

regardless of if they needed it

regardless if they were a gym owner and

they really wanted to get new clients

there's going to be a percentage of his

market that would come to this page and

they just wouldn't react to this they

would be like no i don't want to

register for a free training

there would also be some people that

just wouldn't click the ad that was

promoting a free training they would

just be like no i don't want to sit and

watch a free training even if they

needed the service

so eventually when you run ads as much

as he did and you spent as much money as

he did on marketing to a particular

niche you would eventually will burn out

and go through everyone who would who

would be open or willing to

opt in to a free training

and of course he would i'm sure split

tested angles copy headlines ads videos

you would have done all of that this is

eventually there's going to be a part of

the market or the pack of your ideal

customer base that just for whatever

reason they just don't connect with

registering for a free training

so what you tend to do and a lot of big

marketers have done this that after you

have

basically drained enough out of you know

webinar funnels or vsl funnels case

study funnels you release something like

a book funnel

because it is a different entry point

into your business's ecosystem so there

will be some people that will not

register for a free webinar but they

will buy a book and that's why he's

released this to basically tap into

the the rest of the market

that otherwise wouldn't have entered his

business's ecosystem so now he's

appealing to people that would be

willing to buy and

um basically read a book now there's

obviously overlap there are people that

would buy this book and there's people

that would all and they are the same

people that some of them would also opt

in for free training right there's

obviously overlap it's not like

everything's exclusive

but

there are some people that wouldn't have

opted in for the training who would want

to buy a book and that's why you see

people releasing

funnels like this to basically try and

capture the whole market i'm sure he

would have released also like five day

challenges where it's like a free

five-day challenge and they'll help you

launch your gym in five days again

that's a different type of entry point

to get people into your business's

ecosystem i'm sure he did like mini

courses challenges all that sort of good

stuff to get more people in but that's

one of the main reasons why people will

release this bug funnel and i'm sure

after you buy this book you will be hit

with different upsells on what you can

buy and then eventually the main goal

i'm sure

would be to get you on the phone so

that's it that's the full breakdown of

his funnel strategy how he was able to

scale gym launch believe he did over a

million dollars in sales

with gym launch

and primarily i believe through you know

the opt-in and the case study funnel

along with the book as well now if you

look at the some of the stuff he's doing

today

it's still fairly similar to the case

study funnel so if we just look at jim

launches ads you can see that they've

been running ads this is one of the main

funnels right now so like gym owners

want to add seventeen hundred four

hundred ninety seven dollars per month

to your gym

these seven gyms are already doing it

get the free case study so it's using a

lot of the same psychological principles

right calling out their avatar being

very specific with the numbers that they

help with and then basically saying hey

these seven gyms like not these gyms are

doing it like not our clients are

already doing it these seven gyms are

doing it again being specific

and he looks like he's actually put the

uh

the gym owners here as well

and then obviously you just opt in for

the case study

he's also releasing and i believe these

are fairly new funnels as well that he's

doing that you can see fourth of july

which is relatively new um he's actually

releasing stuff like this where it's

like 11 useful frameworks we use to make

gyms wildly profitable fast

so again 11 very specific number

and i believe this is another one that

he's currently running

the seven money models we use to scale

gyms to over 100

k per month like clockwork

so again super simple opt-in page

similar to his

case study opt-in page

super simple like not too much

information

just purely based on curiosity and when

you opt in here you land on a page that

looks like this

and it just says see again similar kind

of like layout to what he had previously

he's not like changed too much honestly

you can see here it's just a different

step

your 11 frameworks are on the bottom of

this page but wait you're only one step

away from filling your gym in 30 days so

they don't actually have a sales video

which is very interesting

they just send them straight to the

application and then of course they've

still got like a ton of like social

proof

um

you know they've got a lot of copy and

stuff as well a lot of credibility so

again they're using some of the same

stuff they used on the book funnel and

then you can basically go through and

open up this

11 profitable gym frameworks now this

document i opened it up it is super

detailed i mean i don't know his gym

launch secret book i don't know if

they've just taken most of the content

from that book and put that put it into

like a 3df a pdf because this book is

what like 67 this is like a 67 page pdf

it's

super detailed

like there's a lot of information on

there it's not just like some crappy

like free download he's giving them a

ton of value i've not read through it

but it looks like it's going to be super

valuable for to a gym owner

because this is yeah and then someone is

going to download this and they're going

to realize that this is for free they're

going to be like

i'm going to go back and apply to

work with these people because

if this is what they give away for free

imagine

what they're going to teach me inside

the like coaching program

so

i think his

philosophy with this right now is

not just where it was previously

hey

case study

sales video to get on a call the

probably prolonging the sales cycle a

tiny bit by actually just giving away

super valuable stuff

letting people consume this stuff for

free

and then getting them basically to come

back and be like

that was super valuable i'm gonna

work with you

similar type of process for this one so

the seven money models we use to scale

gyms or over 100k a month

once you opt in is slightly different

honestly

it's actually

telling them to go to

oh it says here email too slow actually

didn't see this so if you just open this

up

similar type of thing wait your seven

money models are on the way fill out

this application first so pretty

similar thing

you can just download these seven money

models

and again i don't know if it's the same

content

probably not

but

super super

detailed

again i imagine this is over 100 pages

and it's like a free download that he's

advertising so

again

i think he's just taking on his strategy

which he's actually talked about a lot

where it's like you know giveaway for

free whatever's charged for

so i assume at one point this stuff was

part of his paid stuff again he's

probably just taking it out of his gym

one secret book

i imagine i haven't actually

read the book so i don't know the

content inside

but imagine this is some of the stuff he

talks about in june launch secrets

and now he's like just giving this stuff

away for free you can see there's a bit

of overlap like this was on the other

pdf that i was able to download

but i think right now what he's doing

like i said it's giving away a ton of

valuable stuff for free making it more

detailed more precise more mind-blowing

than anyone else in the space and then

hoping that people consume this stuff

for free and they're like okay i'm gonna

pay this guy because

if this is what he's giving me for free

then imagine the value inside of his

paid stuff so that's kind of what he's

doing right now but those are the three

funnels like i said

that we dissected

that

he basically used to completely blow

jim launch up over yeah the last few

years