Episode #78 – Amateurs Focus On The Front End

The post Episode #78 – Amateurs Focus On The Front End appeared first on DotComSecrets.com Blog - Weird Marketing Experiments That Increase Traffic, Conversions and Sales.... A simple lesson that Russell learned from his carpet cleaner. --------------------------------------------------------------------------------- Hey, everybody. This is Russell Brunson, and I want to welcome you to an amazing, beautiful outside day, and a new episode of “Marketing in Your Car”. I just want to share. I had something that made me smile over the last day or so. I thought I would bring it up to you guys. As you know, we had a big, huge event out here in Boise for the last four days. It was awesome. People loved it. It’s some of the best stuff we’ve ever done, and I’m really proud of it. One of the things we talked a lot about was funnels. We talked a lot about how to structure your funnel the right way, how to make a lot of money, and one thing I taught is that the concept of that amateurs focus on the front end, and smart business owners like you and me focus on the back end. How do we structure that? How do we put more of our effort over there? After that, I had a funny experience. We’ve been getting our carpets cleaned for probably the last three years from this guy, and he’s a really nice guy. My wife always talks about him, but I’d never had a chance to meet him. So he was coming over to our house, and he was cleaning the carpet again. I’d say this is the sixth or seventh time we’ve hired him to clean the carpets. He’s made some pretty good money off of us. So I was talking to him, and he said, “Yeah, so you used to own CitySmart.com, right?” to which I said, “Yeah.” “City Smart”used to be, back before Groupon came out. When Groupon was only nine cities, we saw what they were doing, so we  launched a Groupon here in Boise called City Smart, and we were growing it and everything, and then Groupon and Living Social came in and beat us out, unfortunately, but it was a lot of fun. Supposedly we ran his offer on City Smart, and I asked him, “That’s interesting. How did it go for you?” and he goes, “It was horrible, the worst thing I ever did.” I said, “Really? What happened?” He said, “Well, I did it, and from that I ended up getting like, I don’t know, 150 customers. I went and cleaned the houses, and I made no money off of it. It was a complete waste of my time and energy.” I said, “Really? That’s interesting. So how did my wife meet you?” He goes, “Well she bought one of the things off of City Smart.” I was like, “Interesting,” and then I just kind of left it there, to see if he would pick up what I was laying down, and he totally missed it [laughs]. I just want for all of you guys who actually understand marketing and business to smile with me, because that guy didn’t realize that that little cheapy thing he’d run on City Smart, that at least us, if nobody else, at least us – we came in so far, and have hired him at least six or seven times since then, probably spent $1,000 or more with him, and we will continue to keep doing that, because he’s a nice guy and does a great job. I’m guessing those other 150 people we gave him – clients that we drove to him – I’m guessing a big percentage of those guys probably hired him to come back again and again. I would bet that if he looked at his stats from that City Smart promotion, it was probably the best thing that his business ever had – ever. And that wasn’t even considering the fact that he’s a horrible sales person. If it wasn’t for my wife and the fact that when she meets somebody she likes, she just keeps hiring them over and over and over again, but he never follows up. If you look at one of my buddies, Joe Polish, he teaches carpet cleaners how to  build these big businesses,