By Russell Brunson, the Overnight Success Maker Step 1 – He ran radio ads that had people call in for

ple call in for free reports...

What if you could get people to give you money, without ever Step 2 – When they called, they were sent the reports, and
selling anything...? A few years ago, I had a chance to work then offered to attend a three hour live, group webclass for
with Chet Holmes before he passed away. At the time he had $297. They had people put their credit card on file, but didn’t
a really cool sales funnel that went like this: charge them until after the event was over.

The Original Invisible Funnel Step 3 – They delivered an amazing three hour webclass, and
at the end of the event, asked if it was worth $297. If they said
yes, then they billed the attendee, and if not, they didn’t have
to pay anything.
Step 4 – At the end of the event, they offered their higher
ticket coaching programs.
They used this education based model to sell tens of millions
of dollars of coaching each year. After working with Chet, I
remember explaining his model to one of my friends, Daegan
Smith. He got so excited about the idea that a few weeks later
he launched an online version of this model, that he later
titled “The Invisible Funnel.”
In Daegan’s Invisible Funnel, people would sign up for a
premium webinar, but they weren’t billed until after the
webinar was over. They were required to enter their credit
card number to get on the webclass, but they weren’t billed
until it was over (and only if they loved it).
I don’t know Daegan’s stats from his first campaign, but I do
remember how excited he was after it was over. He called me
up, told me the results, and within a few days I launched my
2 | Issue No. 2
first Invisible Funnel. I do know my stats, so I’d like to share
with you what happened on my campaign...
Affiliate Bootcamp (My First ‘Invisible Funnel’)
For this funnel I made a cool video with me showing the sales
letter with cards. It was kind of a cool idea that converted
awesome. The offer for this Invisible Funnel was $1 to reserve
their seat, then after the webinar (if they loved it) we would
bill them one payment of $47 (I later raised it to $97, which is
why it shows that in the example).
Here are the basic stats from that event: 550 Signed Up =>
85% Show Up Rate => Only 10% Canceled => 500 people
billed @ $47 = $24,500 collected upfront => 6 people @
$5,000 = $30k collected backend => $54,500 Total Collected!
We were able to get about 550 people to register for the
webinar because of the reverse billing. (If I had tried to charge
up front, I think I would have been lucky to get 10% of that
number to signup). When I did the actual event, I ended up
teaching for four hours, and we had 85 percent show up and
stay the whole event. Not too shabby considering it’s lucky to
 invisibleFUNNEL
“Affiliate Bootcamp” Funnel (Step 1) get a 30% showup rate for most free webinars).

At the end of the event, only 10% of the people asked us not
to be billed, so we were able to bill the full $47 price from
90% of our attendees! After the event was over, I did a very
soft offer for a $5,000 package where we would help them
implement the concept I had just taught them. We had six
people pay an extra $5,000 to have our help.

What We Learned:

1. Overall, it was a really successful campaign – but the

coolest part was how much fun our members had. Of
everything I’ve ever done, I think this was one of the offers
that caused the most good will with our customers.

“Affiliate Bootcamp” Funnel (Step 2)

2. Having the free option helped me to convert a lot
of people who normally wouldn’t have paid me into

Affiliate
Bootcamp
For this offer we invited people to
a $47 webinar but didn’t charge

550
them until after the event was
over, and only if they thought it
was worth it.

Here are the numbers showing

how our first invisible funnel did:

People who signed up

for the webinar

$24k
$54k
Upfront revenue
collected after a 10%
cancellation rate

Total revenue
collected after our
$5,000 backend offer

DotComSecrets Labs | 3
“Double Your Reading” Funnel

4 | Issue No. 2

customers. When they were on the live webinar, I had a
chance to build an awesome relationship with them that I
didn’t have before.
3. I was shocked that 85% of people showed up for the live
event, and were willing to sit there for four hours! It gave
me so much face time with the audience that it was easy
to sell a high ticket product, even with a very soft sell.
4. I didn’t have to spend a lot of time creating content,
crafting slides, etc... I was able to get on, share ideas, show
them cool stuff, and have an awesome time with them.
I got so excited that I started to test the Invisible Funnel in
“Double Your Reading” Order Page
invisibleFUNNEL
a bunch of different markets. I’m going to show you those
campaigns, and a few of the cool things we learned from
each one...
Double Your Reading
I’ve ran this “Double Your Reading” campaign twice now,
and both times had huge success. I worked with my close
friend Howard Berg, who is the world’s fastest reader. He has
a speed reading program that is awesome. It takes about
four hours, and when someone goes through it, they almost
always increase their reading speed by double or more. So I
partnered with him, we drove the traffic, he did the four hours
and we split the money.
DotComSecrets Labs | 5
The first time we ran the event, I did it almost exactly the
same as the Affiliate Bootcamp training, but the second time, I
tested out some cool changes that had a big impact.
What We Learned:
1. We found that the best invisible funnels give people a
“Magic Bullet” that will guarantee their results. Here are a
few examples that we have done in other markets:
a. Dating: Guarantee you’ll get a girlfriend this
weekend, or you pay nothing...
b. Couponing: Guarantee that you’ll save $200 on your
groceries, or don’t pay anything...
c. Speed Reading: Guarantee that you’ll double your
reading, or you pay nothing...
2. The first Invisible Funnel had a small 10% cancelation
rate (it was a few years ago, and since then we’ve seen a
huge increase in credit card decline rates). This webinar
also had about a 10% cancelation rate, but we also had
an additional 30% whose credit cards failed when we
tried to rebill them. Because of that, I decided to offer a
Upsell Page With 41% Take Rate
6 | Issue No. 2
pre-pay discount on the order form (as you can see in
the screenshot). This turned out to be one of the biggest
things we did to increase front end revenue. Check out
how many people took each option:
a. 69% prepaid
b. 31% took the free option
c. 41% of buyers took the OTO @ $197 each!
3. Yes, as you can see below, we offered a special “One Time
Offer” and had a 41% take rate! Pretty crazy. You can see what
our upsell page looked like in the screenshot.
Sample Registration Script:
For each of my Invisible Funnels, I use a very similar script to
get people to register for the training. I could show you any
of them, but they are all similar, so I thought I’d just show you
the one I used for the Double Your Reading training:
Hey, my name is Russell Brunson... And a few years ago,
I met this guy (show video of Howard Berg reading). His
name is Howard Berg, and according to the Guinness book
of world records, he’s the world’s fastest reader. And he told
me that for $100, he could double how fast I read... in just a
few short hours.
I didn’t really believe him, but I knew that if it was somehow
possible... then that would be the best $100 I ever spent.
And I was about to say yes... But then he made me his
irresistible offer... “Keep the $100 in your pocket, and only
pay me after I double your reading. If I can’t double it, then
you owe me nothing.”
Now that was an offer that I couldn’t refuse.
I spent a few hours with him, and by the time I was finished,
I had gone from 340 words per minute to 770 words! Yes,
Howard earned my $100, and gave me a skill that has served
me everyday of my life since then.
Can you imagine what it would be like if you could double how
fast you could read...? What would you want to learn? Would
you try to learn a new language...? Start a new business? Get

prepared for a test...? The possibilities are endless...
Now, Howard has been semi-retired for years, but I convinced
him, as a personal favor, to come out of retirement and teach
his system for doubling reading especially for you! This is how
it’s going to work.
First - you will be able to register for this training webinar below.
Second - you will need to block out a few hours to go through
the training. At first he will have you read a short passage to
see how many words per minute you currently read. Then,
after the training is over, he will test you again.
If he doubles your reading... then you owe him $100. If not,
then you owe him nothing. Does that sound fair?
We called this the “Howard Berg, Double Your Reading
Challenge.” And so far as I can tell... Howard has never lost.
Later this week, I setup a special webinar event for you and
Howard Berg... If you are on this webinar... Howard will double
your reading speed. And like I said before, to prove it to you...You
don’t have to pay him anything, until after the training is over.
Does that sound fair?
Kind of like going to a restaurant... and then only paying if you
love the food. Or going to a movie, and if you hate it... then
you pay nothing...
That way there is no hype... and at the end - you get to judge
him... Either you doubled your reading... or you didn’t. If you
invisibleFUNNEL
69%
Number of people who prepaid,
helping reduce credit card
fails and cancellations
did, then do nothing, and he’ll bill your credit card just $100.
If you didn’t, then just email him and let him know, and you’ll
owe Howie nothing.
I’d love to see the other speed reading “gurus” try that. But
they won’t, and that’s because they can’t!
So, to get started right now, you just need to enter your credit
card to reserve your seat. (Don’t worry, we won’t bill you
anything now, but we need this to be able to reserve your
seat and to make sure you show up).
Then you’ll have a chance to spend a few hours with Howard
as he walks you through his proven system to double your
reading speed.
And then at the end of the event, Howie will ask you this
question... “Did you double your reading?”
If not, then just email him before midnight and let him know...
and you pay nothing. But... if you enjoy the event, and you
have at least doubled your reading speed, then do nothing,
and he’ll bill your card for just $100.
That way you have nothing to lose... Does that sound fair?
This way, you are getting the best of everything that Howard
knows... And you’ll leave with a skill that you can use for the
rest of your life! And if for some reason you aren’t able to
double your reading... then we’ve got your back and it won’t
cost you anything.
Sound good? Then scroll down below and get started now.
DotComSecrets Labs | 7
How I’m Using It Now... “Blueprint Workshop” Funnel

For years I’ve used the “Invisible Funnel” as a fun way to

teach people cool things, make some quick cash and build
relationships with my lists... But I always hated that I didn’t
have something that was a consistent part of my sales funnel.
So, with the new launch of the DotComSecrets book, we tried
to create a hybrid version of the Invisible Funnel as a second
funnel in our process.

So far, we’ve been testing it with some success, but I don’t

have any concrete numbers that I can share with you yet. I can
show you the process that we’re trying to implement though,
and hopefully you’ll get some ideas for your own Invisible
Funnels from it.

As you probably know, we are selling my new DotComSecrets

book through a “Free Plus Shipping” funnel. The second
funnel in our “funnel stacking” sequence I call “The Blueprint
Workshop.” You can see what it looks like to the right.
The goal of this Invisible Funnel is not to be a “Magic Bullet”
like the others we’ve had success with. Instead, the goal is to
use this funnel to help you implement what you purchased
during the first funnel.
With this training, instead of doing large, group webinars we
are doing small group trainings (similar to how Chet ran his)
where we can help people implement what they’ve learned,
and then effectively ascend them into our coaching programs.
I will share our results in future issues as we keep testing this, but
I think that this funnel will be the bridge that will ascend people
from our frontend funnels to our backend funnels in a way that
was never possible before. If I’m right, this funnel will become
the most effective tool for ascending someone up your value
ladder that I’ve ever seen. With that said – it’s time for you now
to go and build out your first Invisible Funnel in ClickFunnels!

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