I use this in every webinar, every Facebook live, every sales letter, and pretty much every time I sell anything, and I’m going to give it to you for free!
On this episode Russell talks about a closing technique he learned from the first copywriter he ever paid, that he has been using ever since. Here are some of the awesome things you will hear in today’s episode:
So listen here to find out what technique Russell has been using for years to close.
---Transcript---
What’s up everybody, this is Russell Brunson. Welcome to the Marketing Secrets podcast. So excited to be here with you guys today. And today you guys are learn one of my top closing techniques that I use in webinars, and sales letters, and sales videos, and Facebook lives and over and over and over again. And I might even use it in other aspects of my life as well.
Alright everybody, I hope you guys are excited today. I’m heading over to my son Aiden’s school, he’s 7 years old and today I am the mystery reader. So what happens is in about 15 minutes from now I’m supposed to sneak up to his door and I knock on the door and they open the door and I get to come in and read a book to them. And he doesn’t know it’s happening, but they’ve been giving clues out about who I was all week long. So every Friday they do this and so it’s kind of fun, so today’s my day and I’m so excited. I got my book, got some Dr. Seuss with me.
He was cute, he was like, “Dad, if you are the mystery reader today, you should bring treats.” I’m like, “Oh, what kind of treats do you want?” and he’s like, “It’d be cool to make those oranges.” Those little oranges, whatever those little mini ones are called, and they’re peeled and you put a little celery thing on top of it, so it’s like a little pumpkin. So my wife spent all day today peeling little mini oranges and putting those things in. Oh man, he’s so cute we have to do what he asks. Just kidding, kind of.
Anyway, so I’m heading there right now and I had a few minutes I wanted to jump on and just share with you guys because as you may or may not know, I re-wrote a new podcast recently. I did it first live last week after less than a day of writing and there were tons of mistakes and errors, yet it still was our highest grossing webinar of all time. So it worked good. I spent the last week re-writing it and tweaking it, I spent probably another twelve hours or so re-working on slides and getting them just so. And then did a webinar yesterday and did awesome again, so it was fun.
And in that webinar, as I do in most webinars, I did a really cool closing technique that I love, so I want to share with you guys because I think it’s useful. So the first time I ever heard this, there was a copywriter, not was, there is a copywriter, he’s the first copywriter I ever spent money on. I gave him $8000 for a sales letter back in the day for a product I never launched, that was dumb. Yeah, I never even used it. It was called, a product I was creating called, Ezine Topia. Because everyone used to call newsletters list, like email lists back then e-zines. So I was like Ezine Topia, and it was going to be this email auto-responder that didn’t use email, it would be desk top notifications, and back then that was the buzz and I thought it was going to be the next, I thought it was going be Clickfunnels. It wasn’t, just in case you’re wondering. I failed.
But in theory it was cool and I spent a lot of money. Anyway, Ezine Topia, Johan Mock wrote the copy for it, and I used to love reading his copy. And one of the closes he used one time I saw, it was really cool. It was towards the end and it said something at the very end of the sales letter like, “Whether you buy this product or not doesn’t matter to me, I’m still going to be out eating steak and dining at fine restaurants whether you buy this or not. Because this is not about me, this is about you. This is something that will change your life. It’s not going to change my life whether or not you buy, so I don’t really care. But this will change your life.”
And I remember hearing that and I was like, oh that’s so cool. So I started incorporating that in a lot of places. In my webinars, I started using it in Facebook Live, start using it just all over the place. So if you notice when I’m selling something I do it almost every time now and it’s one of my favorite techniques when I get to the end. Because at the end, people aren’t buying are like, “Oh, it’s $2,000 or $10,000 or whatever the price is. Russell is just greedy, he wants money.” Or all these things. And so I just want to state to them, I want them to know, and it’s true, it doesn’t…..
Anyway, this is how I say it, I’m going to go into character, and I’m going to pitch it as if I’m pitching it right now. So yesterday I was selling a $2,000 course where you Clickfunnels, plus Funnel Scripts, plus Traffic Secrets, plus Funnel Hacking 101 and 201. It’s an insane offer, right. I honestly think anyone who doesn’t buy it is insane.
So basically I’d go say something like this, “So before we wrap up today I just want to say something right now because I know a lot of you guys are thinking this. But this investment, this $2,000, it is not about me. Whether you make this investment or not, it will have zero impact on the quality of my life. I’m not going to eat anything different tonight for dinner, I’m not going to change the way I dress, what I drive. It literally means zero to me, I couldn’t care less. But the difference is that this purchase, this investment, this could mean everything for you. I’m not going to notice whether you buy or not. It won’t change the quality of my life at all, but if you buy it’s going to change the quality of your life. I need you guys to understand that. This is not about me, this is about you. That’s why I created this, because I want to help and I want to serve you. So that’s what you guys need to understand, that’s how this works.”
I do it a little cooler when I’m live because I’m actually live and the stuff flows better, but conceptually that’s basically what it is. I want them to understand this investment, like if they spend $2,000 or even $25,000 doesn’t change my life at all. I don’t really care. I hope they do because extra money is always nice in the bank, but it literally won’t change, I’m doing well, I’m fine. It’s not going to change anything. I’m still going to go on my daily, the way that Johan Vox said it, I’m still going to go on my daily life. I’m going to be eating steak and sushi and hitting all my financial goals with absolute certainty, so it doesn’t matter to me if you do it or not, I could care less. But it should matter to you because it literally could change your life forever, I want you guys to understand that.
This is not about me, it’s not about if Russell’s going to make some money, or if Russell is going to whatever. This is about you. This about you making a commitment and having the blueprint, the vehicle, the things you need to actually succeed with that commitment. So this is about you, not me. So put it back on them and it helps a lot.
I use it a lot and I hope that’s a tool and a technique you guys can use as well. And it’s putting the responsibility back on their shoulders. Because when people aren’t buying they’re always trying to figure it out. Different ways to take the responsibility off and one of the ones they use is, “This is just Russell trying to get rich.” No, Russell’s already rich, he doesn’t care. The $2,000 you give him, he’s not going to see any of it. Half of it will go to an affiliate, half of it will go to support staff, half of it will go to building software, it literally does nothing for me. This is about you, not about me.
And that’s the commitment that I want them to understand and I want them to make. Because when they understand that, it’s like, “Wow, this really is about me. I gotta do this.” If I don’t buy it’s not going to make that mean old Russell salesman any different. It’s a personal decision, something that’s going to affect them.
Anyway, I hope that helps. One other thing I wanted to share with you guys that I thought was interesting today. So we did the webinar, the price is double now, the offer is like 10 times better, but the price is double. And it’s interesting because the conversion, I normally close about 15% and it was closer to 10%, so we made more net money when all was said and done, but what’s interesting, the more I think about it, if you create a product where it’s not all or nothing on the webinar. So I try to sell that but usually on the webinar you don’t buy the package I offer you, you still can buy Clickfunnels, right. So that becomes a two to three hour indoctrination of how powerful it is and why they should use it and why they need it and stuff like that. And I think that that is the key.
So I’m just throwing it out there for you guys to think through. If you’re doing webinars and they’re not buying, it’s not an all or nothing. Again, if you have a software program it’s easy because it’s like, you’re selling a higher version of software, they can use the software. Maybe it’s a membership site you’re trying to sell a year access, but they can still get the membership site, then it’s not all or nothing. Then it’s just like, even if they don’t buy it, they still now are moving closer towards you and more likely to invest in the other stuff you got. Don’t think it’s all or nothing. It’s not all buying or not buying, it’s indoctrination, it’s building relationships, building cultures and all that kind of stuff too.
Alright, well I’m at school, I’m going to bounce. Thanks everybody. I hope you had a good time and remember this closing technique will work for you and it’s awesome. So there you go. Thanks everybody. Bye.