Issue 34 | 1
By Mike Schauer, founder of Swiped.co
Dearest funnel hacker,
Before we dive into this month’s
findings, I want to give a big thank
you to everyone who’s reached out
or joined me inside the membership.
I’m absolutely thrilled to be working on this newsletter with
Russell and the ClickFunnels team. Reverse-engineering
funnels and marketing campaigns is always fascinating
to me and I hope that comes across in the research and
discoveries that I share with you.
As Walt Disney once said, “we keep moving forward, opening
new doors, and doing new things, because we’re curious and
curiosity keeps leading us down new paths.”
And curiosity is the fuel that drives this newsletter and
everything I teach. Life never gets boring when you’re
curious and in the case of this newsletter, your marketing will
never get boring either.
Taking in fresh, cutting-edge ideas and techniques to
implement in your own funnels is the mark of a smart
marketer. Even if you’re a beginner, know that you’re on the
right path.
With that said, let’s dive into this month’s topic!
The Magical “Power of 3”
In Your Funnels
Recognize these popular stories? The Three Little Pigs, Three
Musketeers, Goldilocks and The Three bears, Three Blind
Mice, Three Wise Men.
Or how about these concepts: ABC-123. The Father, the Son
and the Holy Spirit. Blood, sweat and tears. The good, the
2 | Funnel University
bad, and the ugly. On your mark, get set, go!
No doubt, the number three is a major, universal theme in
our society, but why?
My take: it has to do with the number three’s sense of
completion.
To show you what I mean, let’s look at it’s surrounding
numbers...
When we think of the number two, we often relate it to a
matchup or a duo. If you have four things to share, it starts to
feel like a list. And if you have five points to make, overwhelm
creeps in and remembering it all can be strenuous.
This is important to keep in mind, because when selling, it’s
crucial that your prospect:
1. Doesn’t get overwhelmed with information (too much),
and...
2. Doesn’t feel like your solution is missing something
(too little).
And that’s why in marketing messages and presentations,
focusing on three points (under a single, overarching idea) is
the ultimate sweet spot.
This is not just my opinion, by the way. It’s the consensus of
the online marketing world and I’ll show you exactly what I
mean in just a moment. First, we’re going to discuss...
The Power of Three
In Russell’s Now Famous
Perfect Webinar Script
Are you familiar with Russell’s Perfect Webinar script? If not,
I’ll give you a quick overview.
After years of testing and trial and error, Russell fleshed out
 Perfect
webinar script

Issue 34 | 3
a step-by-step, sales presentation blueprint that seemed to
work like gangbusters everytime he used it.
Whether for an on-stage presentation or a webinar, the script
outperformed everything else he tried.
Now, I’m not going to go through the entire script with you
because there’s plenty of free information about it online.
However, the core of Russell’s Perfect Webinar template is that:
1. You want to convince your prospect of one thing that
when believed, will make your solution seem like the
logical buying choice.
2. In order to convince them of that single idea, you deliver
content in your presentation that addresses the three
biggest limiting beliefs or objections tied to the one idea.
In Russell’s case, he covertly counters these objections within
“three secrets” that he shares in the core of his presentation.
That way, the audience feels like they’re listening to content
and not a sales pitch.
But Do They Have To Be Framed
As “Secrets”? Are There Other
Variations That Work?
The key to this answer has to do with understanding why the
Perfect Webinar works.
I find that most people who have problems utilizing a
template or blueprint don’t seek to understand why it works
in the first place.
They just follow it blindly, copy and pasting, swiping and
deploying etc.
Yet, once you know why frameworks like the Perfect Webinar
work, it’s a lot easier to use it in a variety of situations other
than just a webinar or for a specific type of product.
4 | Funnel University
To demonstrate what I mean, we’re going to take a look
at two funnels in this issue from the largest health and
wellness advertiser online.
They’re a 9-figure company that continues to grow in leaps
and bounds and they have some of the best marketers and
copywriters working for them.
They have over a dozen brands, all led by doctors and
celebrities and believe it or not, all of their funnels basically
have the same structure! This is pretty revealing, considering
that they test the wazoo out of every significant page that
they publish.
However, I’m not just sharing this because of the funnels
themselves. It turns out most all of their high-converting
VSLs (and they have many) follow the “one thing + three
sub-things” structure found in the Perfect Webinar script.
And I’m going to show you examples of how they do that!
These implementations will look different than the typical
Perfect Webinar examples you’re used to, but they follow the
same underlying principles that generate results.
My goal for you is to see the Perfect Webinar through
a slightly different lens so that you start to think more
creatively about how you can use it.
With that said, let’s jump right into it!
The Funnels
The big-spending, 9-figure advertiser you’re going to learn
about this month is Golden Hippo Media. As you’re about
to see, Golden Hippo Media sells everything starting with
a VSL. The VSLs are usually between 40 minutes to an hour
and as I mentioned, most of them follow the guts of the
Perfect Webinar.
Now, the reason why the company has grown so quickly is
because they keep entering new sub-markets in the health
and wellness niche.
They usually find some sort of celebrity doctor to be the face
and voice of the product. Then they create a VSL that has
a 5-7 minute intro with the expert or a professionally done
montage, which then leads to your typical VSL-style black
and white powerpoint slides.
To make things interesting, I’m sharing examples from two
very different products they sell.
The first two ads take you to their dog food VSL. The second
two ads take you to their cat food VSL. And the last two ads
are for a probiotic supplement.
Their most popular headline formula for the brand is, “3
Ways Your [Cat or Dog] Asks For Help”.
And as you can see, the dogs and cats in their ads usually
look sad.

One is a dog food (they also sell cat food and dog
supplements). And the other is a weight loss supplement.

Both of these products are advertised heavily and

combined, get over 2 million visitors per month according to
SimilarWeb.

The Ads
To the right are examples of native ads for Golden Hippo’s
pet brand, Dr. Marty (named after the veterinary expert, Dr.
Martin Goldstein).

“3 signs”
headlines
create
emotion Dr. Marty’s Ads

Issue 34 | 5
Overall, the headline and image represent that feeling pet
owners get when their pet is acting uncharacteristically and
looks under the weather.
It’s a painful experience because we’re not sure what’s
wrong with them since they can’t talk to us. It’s a very strong
emotion that Golden Hippo is tapping into.
Next we have the ads for one of their most, if not the
most promoted product, BIO-X4, which is a weight loss
supplement from their brand, Nucific.
Nucific’s Ads
These ads create curiosity
and a desire to avoid pain
6 | Funnel University
The face of Nucific is Dr. Amy Lee, the Founder and Director
of the Integrative Wellness Center in Los Angeles.
As you can see, most of their ads focus on three foods you
must avoid. That’s a big part of their VSL presentation. One of
their top-running ads includes the image of a fridge with an
arrow pointing to some random items. This ad is driven by
curiosity. It creates a desire to know what the foods are.
Another popular ad is the one at the bottom with the
strange-looking spiky objects. Those are actually sea
cucumbers and although they have nothing to do with the
VSL, the point is to make you wonder, “what the heck is
that?” and click through to find out.
Notice how every headline is rooted in pain avoidance. They
only advertise harmful things you don’t know. That’s because
we’re more motivated to avoid pain than to gain pleasure.
The VSL
Unless a particular content advertiser prohibits linking
directly to VSLs, Golden Hippo always prefers to send visitors
right to their video presentation. If that’s not possible, they
use a short newsworthy article as an intermediary like the
example on page 7.
Otherwise, you’re directed to a VSL pages like
DogFoodExposed.com or CatFoodExposed.com (shown on
page 8) which is the same exact page template, but one is
for cat food and the other is for dog food.
Dr. Marty’s Article Page (this page is the bridge between their ads and the VSL)

Issue 34 | 7
 Dr. Marty’s Dog Food VSL

Dr. Marty’s Cat Food VSL

8 | Funnel University
Combined, these sites get an estimated one million visitors
per month.

You can also see the VSL page for Nucific’s BIO-X4 on the
right. Because they don’t advertise on ad networks that
prohibit direct to VSL traffic, they don’t use or need an
advertorial.

As you can see, Nucific’s VSL is very similar to the page for Dr.
Marty. Overall, Golden Hippo likes to let their MD expert and
video presentation be the star of the show.

For all of their brands, the VSL pages are very minimal. They
make sure you have your speakers turned up, that you don’t
leave the page early (“page may take 10 seconds to load”)
and they usually include a sidebar blurb about the expert.
Otherwise, everything else is extra.

This video-focused format is not for the timid because it

requires that your VSL is really good, but theirs are very well
done. They all have a similar format and are a little under 50
minutes long.

If you watch the first 5 or so minutes, it’s edited and narrated

like a special TV news story. Then it transitions to black and
white powerpoint slides. By that time, after watching the first
few minutes, it’s more likely the visitor will stick around. Nucific’s VSL

These two pages get

about one million combined
visits each month Issue 34 | 9

How They Use The “One Thing,
Three Sub-Things” Structure
As you can see in the ads, they like to advertise three things
that they will reveal in their presentation.
Now, in terms of Russell’s Perfect Webinar, the three things
or secrets should be designed to target the prospect’s
biggest limiting beliefs and objections.
Golden Hippo takes a similar route, but tailors it for selling
supplements and doesn’t use the “secrets” label.
In fact, just like how their ads are rooted in pain avoidance,
so are their three things.
For instance, here are the exact examples of what they share
in their VSLs:
• 3 Premature Pet Killers (dog food)
• 3 Cat Health Destroyers (cat food)
• 3 Dog Health Myths or 3 Canine Distress Calls (probiotic)
• 3 Harmful Foods (weight loss)
With that said, for every bad thing (myth, destroyer, killer
etc.), there’s a positive thing that they counter it with. For
instance, here are examples of the positive points:
• 3 Pet Super Nutrients (dog food)
• 3 Cat Longevity Discoveries (cat food)
• 4 Fat Loss Helpers (weight loss) - it’s 4 instead of 3
because they added a bonus helper
This is a classic example of problem-solution where you focus
on problem areas first, before cutting to the ideal solution.
And just like in the Perfect Webinar, all of these points
support the “one thing” the prospect must be convinced of
to believe they need the product.
For example:
10 | Funnel University
• The pet food one thing: that in order for their pet to be
optimally healthy, they need to consume these three
super-nutrients daily.
• The weight loss one thing: that losing weight becomes
easy once you have these four nutrients in your daily diet.
Now here’s where everything really comes together...
In the video presentation, they tell you what the super
nutrients are, which is helpful, but in order to benefit, you’d
have to research different supplements that contain these
nutrients and hope they’re quality products.
Once the prospect realizes this, the expert swoops in to
the rescue and says, luckily I put all of these super nutrients
conveniently into a formula for you so all you have to do is
take one pill/scoop to start seeing results.
Overall, they structure the presentation to build belief in
the ingredients and then present the product as the only
solution with the combination of those ingredients.
That’s the essence of what the Perfect Webinar aims to do,
but applied to a supplement.
For instance, in Russell’s Funnel Hacks webinar, if we
reformatted his three secrets to fit Golden Hippo’s problem-
solution structure, it would look something like this...
1. Funnel Myth #1: Building Funnels Is Hard
a. Funnel Success Secret #1: Ethically Steal Over
$1,000,000 of Funnel Hacks From Your Competitors,
For Under $100
2. Funnel Myth #2: Building Funnels Takes A Lot Of Time
a. Funnel Success Secret #2: Clone Their PROVEN
Funnels In Less Than 10 Minutes
3. Funnel Myth #3: Getting Traffic To My Funnel Will Be
Difficult
a. Funnel Success Secret #3: Get Your Competitors
SAME Customers To Start Coming To Your Website
The structure is different, but the messaging would be the
same. Really, Russell just discusses the “myths” without
spelling them out so directly.
Bonus Lesson: if you look at Russell’s three secrets, they
focus on convincing you to USE a funnel-building platform.
It’s different with supplements in that people don’t have
any resistance to taking a supplement. It’s easy to pop a pill.
Instead, a supplement must be sold based on its contents. In
the early stages of a market, you must convince people that
they should use something in the first place. Once the mass
consensus believes in its use, the focus shifts to its contents.
The Assessment Page
Around 75% of Golden Hippo’s sites direct you to an
Dr. Marty’s Dog Assessment Page
“assessment page” after you click the call-to-action button
under the VSL.
They give you the option to skip this entirely (so they don’t
get increased cart abandonments). However, if the potential
customer decides to answer, the company collects valuable
information about who’s buying their products.
You can see an example of an assessment for the dog food.
Usually these contain 3-4 questions and often have at least
one of these:
• A question about age
• A question about you or your pet’s gender
• “Why do you want [product name]?” (my favorite)
Issue 34 | 11
The “Choose Your Package” Page
This is the page where you pick how many bags or bottles
you want. Instead of going right to checkout and only
getting one item, they always give you three options to get
an order of 1, 3 or 6. The choice of 3 items is automatically
selected and in order to get just one, you have to click on the
option yourself.

As you can see, the dog and cat food pages are exactly the
same with swapped wording and photos. The call-to-action
is above the fold with a brief description and below the fold
is a 90-day money back guarantee with FAQs.

The “Choose Your Package” page for the weight loss

supplement uses the same elements, but is slightly different
in terms of how they lay out the quantity options.

THey offer
a choice to
buy 1, 3 or
6 packages,
with 3 pre-
selected
12 | Funnel University
Dr. Marty’s Choose Your Dog Food Package
Dr. Marty’s Choose Your Cat Food Package Nucific’s Choose Your Supplement Package

Issue 34 | 13
 Dr. Marty’s Checkout Page
The Checkout Page
There’s nothing particularly special about these. They use a
standard checkout page on mcssl.com and will sometimes
include a phone number at the top, customer service hours
and mention of free shipping, if they offer it.
After Checkout
(Upsells & Downsells)
Both funnels I went through for the dog food and the weight
14 | Funnel University
Nucific’s Checkout Page
loss supplement actually used the same exact sequence:
• They both have three upsells and three downsells.
• Each upsell is for a package of three whereas each
downsell is for a single item purchase.
• In each funnel, the first upsell is for more of the same
product whereas the second two are for complimentary
products.
For instance, Dr. Marty’s upsells look like this:
• Upsell #1: More of the core product (dog food)
 Each upsell is followed
by a downsell for only one
of the same product

Dr. Marty’s Upsell #1 Dr. Marty’s Downsell #1

Issue 34 | 15
 Dr. Marty’s Upsell #2 Dr. Marty’s Downsell #2

Dr. Marty’s Upsell #3 Dr. Marty’s Downsell #3

16 | Funnel University
 • Upsell #2: A Digestive Supplement (Probiotics)
• Upsell #3: A Joint Supplement

And Nucific’s upsells look like this:

• Upsell #1: More of the core product (weight loss

probiotic)
• Upsell #2: A Probiotic Complex Supplement
• Upsell #3: A Digestive Supplement

As you can see, the upsell pages don’t contain much copy.
The draw is mostly around the discount you’re getting,
which they justify on every page. Remember, whenever
you offer a discount, ALWAYS justify it. In this case, they
emphasize that they are able to give you a hefty discount
because they don’t have the same processing and fulfillment
costs for order add-ons.

In terms of the actual percentage discount, it’s interesting how

it goes slightly down as you progress through the funnel. For

Nucific’s Upsell #1 Nucific’s Downsell #1

Issue 34 | 17
 Nucific’s Upsell #2 Nucific’s Downsell #2

Nucific’s Upsell #3 Nucific’s Downsell #3

18 | Funnel University
instance, this is what the percentages look like for each:
Dr. Marty:
58% → 57% → 57% → 54% → 45% → 40% off
Nucific:
32% → 26% → 30% → 25% → 30% → 25% off
Other than the discount, every page mentions their 90-day
guarantee and the upsells always have a little more copy
than the downsells.
I must admit though: one thing I thought was lacking for
Nucific’s funnel is their ability to connect all of the upsells in
a cohesive way. For instance, their main product is a weight
Nucific’s Thank You Page
loss probiotic. Then they offer you a probiotic complex
supplement, followed by a digestive supplement. With the
exception of describing them in FAQ format, they don’t state
anything at the top of the page regarding what it is and how
it will compliment the main product. Dr. Marty’s funnel does
a better job of this where he talks about how each product
compliments each other.
The Thank You Page
After the upsell sequence, you’re taken to a page on their
main site with a receipt. There’s nothing particularly special
about these. However, they tell you an approximated
shipping time, that a receipt will be emailed to you and that
Issue 34 | 19
 Dr. Marty’s Thank You Page

20 | Funnel University
Dr. Marty’s
Pet Food

Issue 34 | 21
 Nucific
if you need to update your order, to contact them. These are
all things that reassure the customer about their purchase
and set expectations so they’re not wondering when they’ll
receive their package.
More at Swiped.co
That concludes this month’s issue of Funnel U! Hope you
enjoyed it :-) If you have any questions or comments to
share, feel free to reach out and contact me personally at
mike@swiped.co. Would love to hear from you!
If you want to check out more breakdowns from me, my site
Swiped.co is the official resource for reverse-engineering
top marketing promotions and funnels. In the free archives,
I have hundreds of dissected examples of amazing
copywriting and salesmanship.
And in my private, premium membership, that’s where I
share all of my findings so you stay in-the-know on what the
best of the best A-player marketers are doing to make their
millions. This is high-level stuff and only for those who want
to think like the top 1% of online marketers and copywriters.
The content I share in the members area is what compelled
Russell to have me teach at Funnel U. The membership is not
available to the public at the moment as I’m keeping it very
private, but you can get a free trial membership at:
http://swiped.co/funnelhackers. Talk again soon :-)
Issue 34 | 22
 Legal Disclaimer
And Terms Of Use
This newsletter is for research purposes only. All of the webpages and advertising is
copyrighted by the original owners. You may borrow the ‘ideas’ in these ads and pages, but you
may NOT use any of the actual advertising copy or designs.
You do not have resell rights or giveaway rights to any portion of this Publication. Only customers
that have purchased this publication are authorized to view it. This publication contains material
protected under International and Federal Copyright Laws and Treaties. No part of this publication
may be transmitted or reproduced in any way without the prior written permission of the author.
Violations of this copyright will be enforced to the full extent of the law.
The information services and resources provided in this book are based upon the current
internet marketing environment. The techniques presented have been extraordinarily lucrative
and rewarding. Because the internet is constantly changing, the sites and services presented
in this book may change, cease or expand with time. We hope that the skills and knowledge
acquired from this course will provide you with the ability to adapt to inevitable internet
evolution. However, we cannot be held responsible for changes that may affect the applicability
of these techniques.
Any earnings, income statements or other results, are based on our own testing and are only
estimates of what we think you could earn. There is no assurance you will do as well as stated in
any examples. If you rely upon any figures provided, you must accept the entire risk of not doing
as well as the information provided.
Screenshots in this book are from publicly accessible field archives. All product names, logos
and artwork are copyrights of their respective owners. None of the owners have sponsored or
endorsed this publication. While all attempts have been made to verify information provided, the
author assumes no responsibility for errors, omissions, or contrary interpretation on the subject
matter herein. Any perceived slights of peoples or organizations are unintentional. The purchaser
or reader of this publication assumes responsibility for the use of these materials and information.
No guarantees of income are made. The author reserves the right to make changes and assumes
no responsibility or liability whatsoever on behalf of any purchaser or reader of these materials.

Copyright 2018 © SuccessEtc.com, LLC

All Rights Reserved

Issue 34 | 23
Issue 34 | 24