Issue 40 | 1

Who Is Mike Schauer?

In 2014, while working full-time as a freelancer, Mike found himself
immersed in an unexpected side project. As someone who provided design
and copywriting services, Mike was shocked to discover that although there
were an infinite number of design galleries online, not one site provided
inspirational examples for copywriters and online marketers. After organically gaining the attention
of the biggest names in the copywriting and online marketing world (like Russell Brunson), his
website, Swiped.co, has gone on to become the #1 resource for people who want to learn from
proven marketing campaigns and understand the psychology of why they work.

Unlike most experts, Mike learns and teaches 100% via reverse-engineering and pattern recognition.
His content rule is this: for every point he makes, he has at least one example to go with it.
Impressed by his funnel-hacking-friendly methodology, Russell instantly clicked with Mike and since
then, Mike has become the top Funnel University contributor, back by popular demand.

By Mike Schauer, founder of Swiped.co
It was promoted as “A Live Training That Will Break The
Internet”. On April 30th, 2019, Tony Robbins, Dean Graziosi
and Russell Brunson went live with a 2+ hour livecast
promoting Tony and Dean’s big new project (Mastermind
software called M
​ indMint and a program called K
​ nowledge
Business Blueprint)​.
Over 800 affiliate partners promoted it, many with 100K+
email lists and after the livecast was over, it was estimated
that over 250,000 people were in attendance.
many of those people are on a payment plan and won’t
pay the full amount, but if they do, their customer value is
actually $2,388 (an additional $391).
Also, not every buyer is in the Facebook group. So, let’s say
they’ve generated at least $25 to $30 million in long-term
revenue.
Not bad, ehh? With that said, let’s restate the obvious. These
numbers are primarily this high because of the amount of
star power and reach between Tony, Dean, Russell and their
hundreds of affiliates.

Within hours, they hit eight figures in revenue and although
I’m not sure of the total, in their private Facebook group,
there are currently 14,535 members.
If we multiply that by $1,997, that’s $29,026,395. Of course,
That’s why I feel it’s important that we study this launch from
a very specific viewpoint. Instead of focusing on the celebrity
aspect of this, we’ll focus on the strategies and tactics that
don’t include us having access to a massive network of
people. Because I think most people would agree that Tony,

2 | Funnel University
Dean and Russell are all very smart marketers we can learn
from, regardless of where we’re at.
More Interesting Launch Facts
• The first opt-in page went up on April 8th - 22 days
before the livecast! Most people don’t know about this
one because it came before their primary opt-in page,
which led to the video sequence.
• What they’re offering (one year access to their
mastermind software, a program called K
​ nowledge
Business Blueprint and a bunch of bonuses) is very
similar to how Russell indoctrinates people with his book
Expert Secrets to use Clickfunnels. They both provide
guidance on how to take existing knowledge and profit
from it. The difference is, one application is via funnels
and the other is through a mastermind.
Pre-Launch “Private Interview” Opt-in Page
• The top affiliate prize was $150,000 and they get to fly
with Tony and Dean on their private jet (amongst other
bonuses). No wonder so many affiliates participated.
• After the livecast was over, Tony and Dean managed to
promote the offer for another two weeks. How’d they do
it? By having phases (e.g. an encore presentation phase,
a “second chance” phase, a closing phase etc.). We’ll
cover all of these in this issue :-)
Inside The Launch Funnel
Pre-Launch “Private Interview” Opt-in
This is the first opt-in page that was promoted to Dean’s list on
April 8th. You likely only saw this if you were already on Dean’s
list because it was used to prep people for the big launch.
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This is a classic lead magnet page where you have a
headline, image on the left, and name/email form on the
right. I like how the photo shows Tony super pumped up.
In the headline, they hint at the launch that’s about to
happen (“as a preview into Tony and Dean’s new company”).
This plants a seed of curiosity and allows for a smooth
transition when they officially start the launch.
The incentive is a private interview that Dean did with Tony
back in 2015. Although it was included in previous offers,
it was never publicly shared so it’s brand new content for
most people.
Opt-in Confirmation
Instead of including the interview right on the confirmation
page, they send it to your email and make this page about
Opt-in Confirmation Page
4 | Funnel University
making sure you find and open it. Dean specifically set it up
this way to prime people to open his emails and get their
inbox ready so future emails don’t go to spam.
If they included the video right on the confirmation page,
none of that would have happened. Sending it to their email
was a strategic move and worth considering for your own
lead magnets.
Download Page
We see this same effort to prep people’s’ inboxes on the
download page. On the left you get all of the download
info and on the right there are two elements. The first is a
statement that gets you ready for their launch offer...
“We want to empower those with knowledge and expertise
to extract and share their wisdom with the world so we can
 The first few pages are
all about prepping people
to open their emails

Download Page

Issue 40 | 5
 Main Opt-in Page (Version #1) Main Opt-in Page (Version #2)

6 | Funnel University
make self education the new norm.” Without Writing A Book Or Creating A Course.

Because otherwise there’s no mention of their venture in the I can tell you for a fact that the second headline won because
video. And below that statement, Dean writes... for days after, the first headline never appeared again
and instead, the second page was tested against this new
“Tony & I want to make sure you don’t miss a single email variation:
from us when we decide to deliver MASSIVE value to
the world. In order to make sure of that, make sure to go
into your email provider right now and ADD our email
(support@mastermind.com) to your contact list now! If
using G-Mail you can click here for quick instructions on
how to do so. It is VERY important that you add Tony and I
so we can reach out to you!”

Overall, this lead magnet sequence was designed primarily

to get your inbox ready.

Lastly, notice how the statement gives you reasons for taking
action and doesn’t just blindly command you (e.g. “in order
to make sure of that”, “so we can”).

Make it a habit to never just ask someone to do something.

Always provide reasons for doing so and people will be more
understanding.

Main Opt-In Page

It’s not until about two weeks later that Dean starts
promoting the main opt-in page for the launch and right
away they started split-testing.

The first two pages had everything in common except the

headline...

Those In The Know Stand To Make Lifelong Impact &

Legacy... How A Loophole Has Unlocked YOUR Opportunity
To Profit From A “Hidden “$355-Million-Dollar-Per-Day
Industry

Versus...

How To Turn What You Already Know Into Income By

Tapping Into The $129 Billion Dollar Information Business Main Opt-in Page (Version #3)

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Note how it has the same headline, except the background
and photo are different and there’s no subhead below the
headline.
They continued to run these simultaneously throughout the
rest of the launch.
Also notice how in both photo variations, Tony and Dean
seem to be focusing on something or someone out of the
picture (curiosity).
them watching the training and buying.
Below the email notification is a video of Tony and Dean
getting you excited for the event followed by three steps, all
of which help ensure that you show up to the event.
They have a Facebook messenger option, a Google calendar
button and Gmail inbox instructions.

Other than that, the above-the-fold part of the page is very

similar to the interview opt-in we looked at earlier.

A headline with an image on the left and form on the right

has been and continues to be a successful opt-in page
structure.

Below the fold, there are four sections: the date and time,
quick bios of Tony, Dean, and Russell, the date and time
repeated a second time and finally a section describing what
you’ll learn on the live training.

The date and time are mentioned three times on the page.
Whenever you have a big event or training coming up,
always make it crystal clear and evident when it will take
place so people can mark it in their calendar and plan for it.

Confirmation Page With Video #1

After opting in, you’re sent to this confirmation page where
right away, they tell you that your spot is reserved and that
they’ve emailed you a special surprise.

That surprise is a “Live Training Notepad” with sections to

write out your goals and questions for the live training as
well as action steps to take after the training.

It’s a smart incentive that encourages people to check their

inbox and get prepped and engaged for the event.

By checking their inbox and doing the exercises, they’re

making small commitments that increase the probability of Confirmation Page With Video #1

8 | Funnel University
 Pre-Event Video #2
The second video, which was released three days after
I signed up, is 42 minutes long and is of Dean and Tony
interviewing each other. The point of this video is to build
further rapport and connection with the audience.

That way, even if someone isn’t familiar with them, they can
watch this video and get a sense of who they are. It’s a laid
back video of Tony and Dean chatting in a light and friendly
manner, which helps build likeability.

Other than that, everything else on the page is the same.

Confirmation Page With Video #1, cont.

As you can probably see, they put a ton of focus throughout

the funnel on making sure you show up to the training and
receive their messaging. Otherwise, their effort to get you to
the opt-in page was useless.

Lastly, on the right, there are three greyed out images with
lock icons. Those are videos they released every few days to
deliver value in advance and keep people engaged. Pre-Event Video #2

Issue 40 | 9
 This video
asks viewers
to make
another
small
commitment
Pre-Event Video #3
Unlike the previous video, this one is much shorter at three
minutes long and is mindset-related.

They focus on one simple tip: to create a “not to do” list.

Tony states, “so much of our time that keeps us from

succeeding is because we fill up our lives with stuff that
really doesn’t matter or it’s so damn urgent, but it’s not
important. So before you come to the training...”

This is another example of giving people a valuable exercise

to do, which is a small commitment to take that makes them
Pre-Event Video #2, cont. more likely to show up to the training.

10 | Funnel University
 Pre-Event Video #3

Pre-Event Video #4 you get there? The genius of this video is that after what is
The fourth video is a 17 minute motivational training from basically a visualization and belief-building exercise, Dean
Dean where he focuses on four questions: Where are you? ends with the “how” and the how is what’s revealed in the
Where do you want to go? Why do you want it? How do live training.

Issue 40 | 11
 you must attend the live
event To find out the How

Pre-Event Video #4

12 | Funnel University
The Livecast

Issue 40 | 13
 The Checkout Page

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In copywriting and NLP, they call this type of ending an open
loop. In order to close the loop and find out “the how”, they
must attend the big event.
The Livecast
The livecast started 30 minutes before the start time with
Funnel Hacking Live emcee Devon Brown. Devon engaged
with the live audience via the chat they had going below the
video and told a few stories of his own to get people hyped
about the big event.
Once Tony and Dean came on camera, they were on for a
little over two hours, presented their offer around the one
hour mark and had Russell come on an hour and twenty
minutes in.
Their offer stack followed the same methodology Russell
teaches and they had a bunch of video testimonials to break
up the livecast.
Also, starting with statements like “the first ever” or “the
world’s first” automatically makes people assume that what
you’re doing is completely different from everything else
out there.
The Thank You Page
Once you buy, you’re taken to this thank you page with three
steps. The first step is to create your Mastermind.com login,
the second is to download a workbook and the third is to
join the Facebook group. This is a smart approach compared
to most order confirmation pages that don’t include any
options to take action.
As Dan Kennedy has said before, “the most excited people
will be with your product is right after they buy”. It pays to
channel that excitement on the thank you page and strike
while the iron is hot.

In terms of the page layout, it was just the streaming video

and chat box, which had constant messages coming through
and allowed support to answer questions towards the end.

Once Tony and Dean finished the offer stack, an add to cart
button with the text “Yes, I Want The Knowledge Business
Blueprint Today!” appeared.

The Checkout Page

When you click the buy button you’re taken to this page
which has a popular checkout template where everything
you get with an estimated value is stacked in the sidebar,
followed by testimonials and a guarantee.

It’s worth nothing that even though this is a checkout page,

it has a very descriptive headline and I love how it starts with
“The First Ever...”.

Even if you don’t use this exact phrase, it’s a helpful exercise
to create a headline with that in front because it helps you
define your uniqueness. Make it a marketing goal to be able
to define what you’re doing “for the first time ever”. The Thank You Page

Issue 40 | 15
The Post Livecast Funnel
Although that was the end of the funnel for many customers,
it was just the beginning for some others. Because if you
didn’t buy during the training, the launch still continued for
another two weeks!
The Encore Presentation
The day after the live training, they started sending out
emails with an “Encore Presentation” page.
Upon arriving at this page, it’s just the video with a basic
urgency-based headline.
The Encore Presentation
16 | Funnel University
However, just like in the livecast, a buy button appears after
Tony and Dean present the offer stack.
The difference with the encore page is that what’s revealed
about an hour in is more than just a buy button – it’s an
entire sales page.
Because there’s no chat engagement and it’s no longer live, I
think having more copy to explain the offer is a smart move.
Let’s say someone is listening to the encore in the middle
of doing something and they’re not paying attention to the
offer. Well, if they look at their phone afterwards, they can
still read a thorough summary of the offer.
Sales Page Appearing Approx. 1 Hour in on Encore Presentation

Issue 40 | 17
Also, many people who weren’t a part of the launch
sequence may be watching the encore so this brings them
up to speed. Not to mention, some people just like to read so
this caters to watchers and readers.
FAQ Page
After several days of promoting the encore presentation,
Dean sent out a link to a new 38 minute video, where he
answers FAQs and does a “speed recap” of the training.
I like the idea of having a summarized video because
watching the full two hour training could be intimidating.
Note how there is still a link below the headline to encourage
people to watch the entire replay.
FAQ Page
18 | Funnel University
2nd Chance Opt-In
Just when I thought the launch might be over, Dean sent out
an email about a “Second Chance Opportunity” and this is
the opt-in page he directed people to.
In order to keep the launch fresh, he promoted another
live training, this time with just him and four other guests
who are all mini Mastermind.com success stories. This was
possible because Dean created a beta group before the
launch to get feedback and testimonials.
In addition to the guests, they had several segments where
they just played a bunch of video testimonials. In terms of
the page itself, the structure is basically the same as the
 2nd Chance Opt-in, cont.

earlier sign up page, except for slight copy tweaks relating to

the new live training..

For instance, in order to encourage people to come, there

was talk of a “mind blowing bonus”.

That bonus ended up being a two hour live intensive training

with entrepreneur and Mastermind.com user, Jenna Kutcher,
who was on the live cast.

Lastly, note how even though Tony isn’t on this live training,
2nd Chance Opt-in he’s still prominent and mentioned many times on the page.

Issue 40 | 19
 2nd Chance Opt-In Confirmation
The signup confirmation page uses the same template as the
earlier confirmation page, except there’s no video sequence.
Instead the sidebar is focused on getting them to show up,
starting with “How do I make sure I don’t miss out on this
virtual learning party?”

By the way, you may have noticed on these pages, the

color scheme is blue and grey versus black and gold. This
may have been a strategic move to make the 2nd chance
opportunity feel fresh and renewed.

The 2nd Livecast

The live training used the same exact template as before
with just a headline, the video and a chat box.

2nd Chance Opt-in Confirmation The 2nd Livecast

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Over the last 3 days, Dean
sent emails leading here
with one final push to buy

The Encore Presentation

Issue 40 | 21
 Mastermind Launch

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Final Page
To close out the 30+ day launch, Dean sent out emails in the
last three days to the sales page with a new video where he
sums up the offer and makes a final push.
In order to not sound redundant, Dean constantly posted
new videos throughout the launch to draw people in. Even
though he may be making a lot of the same points over and
over, doing it in different videos gives variety to the funnel
that would otherwise bore people overtime.
Hope You Enjoyed The Issue! If So, I
Have A Special Offer For You :-)
If you like my research and analysis style, this is what I do
full-time inside my Insiders Membership. Each month, I put
out special reports and breakdowns that provide you with a
cutting-edge understanding of how the top 1% of marketers
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and copywriters think.
In fact, I recently put out a special report revealing eight
secrets behind the Mastermind launch, before the event
even happened. I also just released a private Facebook tool
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This and so much more can be found in the member’s area
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I look forward to connecting more with you outside Funnel
U! Here’s my personal email (mike@swiped.co) if you have
any questions, comments or just want to say hi :-)
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Issue 40 | 23
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