Issue 35 | 1

Russell runs on stage during Funnel Hacking Live 2017

2 | Funnel University
By Mike Schauer, founder of Swiped.co
Welcome back to your monthly
marketing class at the very
prestigious and highly-acclaimed,
Funnel University. It’s the only college
in Idaho with a remote professor
from New Jersey.
By the way, did you know Russell used to go door-to-door
in the Garden State as a Mormon missionary?! He totally
should’ve stuck around longer and honed his Jersey accent,
but I digress...
For those who have seen the last few issues of Funnel U,
you may have noticed I’ve been doing the research and
commentary lately. Breaking down different examples of
marketing and copywriting is what I’m most known for and
what I do full force at my site Swiped.co.
Russell was so impressed with my dissections that he
basically handed me the mic and said rock the stage. Since
then, it’s been a true pleasure getting to know more of you
and I hope you’ve been enjoying the issues as well as my
content on Swiped.co!
I didn’t tell Russell this, but this month we’re going to dig
into some ClickFunnels history and unearth the secret
marketing strategies Russell uses for limited-time sales like
during Black Friday and Cyber Monday.
Luckily, I’ve been on the ClickFunnels mailing list since 2016
and rarely delete my emails, so I was able to dig into the
crates for this issue.
We’re going to take a look at the last three years of
Russell’s Black Friday and Cyber Monday deals so you can
see how they’re all related and structured with very specific
goals in mind.
We’re also going to take a look at how popular marketing
expert, Ryan Levesque, used and structured the same Black
Friday and Cyber Monday deals for the past two years.
In addition to these examples, I will throw in some other
references from 2018 funnels I saved. Although the examples
you’ll see are from Black Friday and Cyber Monday, the
insights are applicable to any type of limited-time offer you
promote throughout the year.
The Goal Of This Issue
Next time you want to put together a special limited-
time offer for your audience, you’ll have a thorough
understanding of:
• How you should structure them to meet your objectives
and maximize sales.
• What not to do, so you’re not leaving money on the
table or jeopardizing your reputation.
• What your options are so you can be creative with your
offers and not present the same thing over and over again.
3 Years Of ClickFunnels Black
Friday/Cyber Monday Funnels
Every year, Russell and Clickfunnels has one big target for
Black Friday and Cyber Monday...
Sell more tickets to Funnel Hacking Live.
Each year, a new bonus or entry-level item is included to
switch things up. However, the underlying intention is to get
more people to the annual event.
Although I’ve never marketed a big event myself, I’ve closely
observed several of my friends do it and it is no easy task.
Unlike products and services, events are advertised far in
advance and often promoted up until the last day (unless
sold out).
With that said, it’s important to vary how you present your
Issue 35 | 3
offer so it doesn’t seem like the same pitch over and over
again. Russell and the Clickfunnels team take advantage
of Black Friday and Cyber Monday (the only days people
EXPECT to be sold to) and use the hype to bring renewed
attention to the event.
What’s interesting about this year’s deal is that compared
to the previous two years, this was the most indirect of the
bunch, in that it focused more on the free bonus versus the
actual event.
In a moment, I’ll get into the specific strategies used by
Russell to craft these specific offers, but before we dive
into that, let’s start by taking a look at the history of Funnel
Hacking Live offers.
FHL 2015
• Early Bird Pricing
• Option #1: Single Ticket → $397 (normally $997)
• Option #2: Two Tickets → $597 (normally $1,497)
FHL 2016
• Early Bird Pricing
• Option #1: Just Recordings of 2015 Event → $397
(normally $997)
• Option #2: Single Ticket + 2015 Recordings → $697
(normally $1497)
• Option #3: Two Tickets + 2015 Recordings → $997
(normally $2497)
With that in mind, now we’ll take a look at how ClickFunnels
crafted Black Friday/Cyber Monday deals to drive ticket sales
between 2016 and 2018.
2016
For the first three Funnel Hacking Live events, Russell offered
a 2-for-1 deal in addition to the single payer option.
This is an excellent strategy to use when you want to
maximize the amount of attendees at your event. If you have
a big room to fill or are just starting out, this offer is definitely
worth considering.
Now that Funnel Hacking Live is well-publicized, delivers even
more value and is apt to sell a significant amount of tickets
(e.g. repeat attendees), they no longer offer this option.
However, this doesn’t mean it’s only for up-and-comers.
Tony Robbins uses the same offer structure for his uber-
popular Unleash The Power Within event.
If you check out the chart, you’ll see how for the first
three options, there is a 2-for-1 option, which can also be

FHL 2017
• Early Bird Pricing
• Option #1: Single Ticket → $697
• Option #2: Two Tickets → $997

FHL 2018
• Early Bird Pricing
• Single Ticket → $997

FHL 2019
• Early Bird Pricing
• Single Ticket → $997

4 | Funnel University
Current Pricing Table for Tony Robbins’ Unleash the Power Within Event

Issue 35 | 5
promoted as “Buy One, Get One”. already existing deal appear more urgent and attractive.

Regardless, the offer is the same.
The single ticket option has the 2-ticket price crossed off as if
that’s the “regular price”. This is key because below it, you list
that you can get two tickets at that regular price.
The promotion consisted of six emails starting the Saturday
before Black Friday. All of them contain ClickFunnels success
stories and fittingly, most of the examples include two or
more people. You can see what that email campaign looked
like in the screenshots on the right.

If that crossed out price weren’t there, the 2-ticket option

would be significantly less attractive and the single ticket
option wouldn’t look like a discount.

Each email
In the first ever Funnel Hacking Live, Russell took this idea
up a notch and incorporated “Early Bird” pricing as well. This
continued the following two years.

contains
a success
story and
Funnel Hacking Live 2016 Early Bird Offer
reminder
Remember, being the first event of its kind, it’s important to
hedge your bets and using early-bird + 2-for-1 is a clever way
to encourage purchases from the get go. that ticket
That way, you can aim to get an influx up-front and aren’t
pulling your hair out months later. prices will
So if ClickFunnels was already running a 2-for-1 offer, how
did they turn it into a Black Friday deal?

By enforcing a DEADLINE.
double
On Cyber Monday, the price would double, which made the

6 | Funnel University
2-for-1 Black Friday Email Campaign for Funnel Hacking Live 2016 Tickets

Issue 35 | 7
Now, before we transition to 2017, I want to show you
another example of an FHL limited-time offer promo, this
time from the first weekend of March 2016, 26 days before
FHL 2016.
For the 2016 event, there was an additional incentive: FHL
recordings.
So once again, you see this formula:
1. Create an incentive (e.g. 2-for-1, free recordings,
included bonuses).
2. Put a deadline on the incentive.
3. Promote that deadline and use the power of urgency to
drive last-minute sales.

And just like with the 2-for-1 Black Friday deal, they advertised
a DEADLINE for the recordings (after Sunday, they go away).
2017
As I mentioned before, after the first two years, the 2-for-1
deal disappeared so that wasn’t going to be used in a
limited-time offer for the 2018 event.

However, as we saw earlier, a valuable asset ClickFunnels

can roll out as an incentive is their event recordings. And
because there were three events already in the books (2015,
2016, 2017), there’s a lot of material to offer.

What happened next was genius.

Russell devised an offer where you can get all three FHL
recordings on Friday with a ticket purchase, but each passing
Offer for Bonus Event Recordings day, a recording is removed from the offer. On Saturday,

Another example of using

an incentive with a
deadline to create urgency
for last-minute sales
8 | Funnel University
the 2015 recordings would be removed, on Sunday, 2016
would be removed and after Monday, you couldn’t get any
recordings for free.
I thought this was brilliant because you have a heightened
sense of urgency each day versus having the urgency creep
in primarily right before Cyber Monday.
So if you have multiple products that you can offer as
bonuses, this offer structure could be a winner, where you
take away something each day. Below are the emails sent
out about the offer. As a side note, notice how Russell loves
to use Facebook live to promote new offers. Because the
ClickFunnels group is so big now, doing a Facebook live is
the equivalent of free advertising.

Funnel Hacking Live 2017 Special Offer Emails

Issue 35 | 9
2018
If you’re a ClickFunnels email subscriber or in the Facebook
group, you probably saw this year’s Black Friday deal. I love
how Russell doesn’t repeat deals from previous years. He
always tries to switch it up.

And this year, he didn’t mention anything about recordings

or 2-for-1. Instead, he advertised a bonus product, valued
at $2,997 called Funnel Immersion, which is 80+ hours of
funnel training he did with his Inner Circle group.

This is the page you were driven to that was available from

Funnel
Immersion
is an upsell
or bonus
for several
offers
Funnel Immersion Bonus Offer

10 | Funnel University
Black Friday to Cyber Monday and included a video shot
from Russell’s childhood home.

Now, you may be thinking, “Mike, I saw this already and get
what the deal is.”

However, I have a more interesting point to make versus just

discussing the offer itself.

You see, what’s so impressive to me is how much Russell has

utilized Funnel Immersion over the years, without making it
“publicly available”.

Did you know Funnel Immersion...

• Is an upsell in Russell’s Marketing In Your Car MP3 player

funnel?
• Is an upsell in the Funnel Hackers Cookbook funnel?
• Is an upsell in the Funnel Graffiti funnel?
• Was used at the end of 2016 for a limited-time New
Years sale?

And that’s just what I discovered in my research for this

newsletter.

So the big takeaway is: have a “stealth” product (like Funnel

Immersion) that is only used for special sales, upsells and
bonuses.

This makes the product rare, more desirable and is an asset

for you to increase transaction value and encourage the
purchasing of other products. Funnel Immersion Offered as an Upsell

You can see an example of an upsell page for Funnel
Immersion on the right. Note how it uses the same elements
as the Black Friday page: Facebook comments, similar
headline, video at the top. This is resourcefulness at its finest.
By the way, the 2016 3-day New Years Sale for Funnel
Immersion had an interesting offer structure, very similar
to the 2017 Black Friday offer where each passing day, a
recording is removed from the offer. Except this time, it was
about price. On Wednesday, December 28th, it was $297. The
next day, $397 and the day after, $497.
Again, this is a great way to keep the urgency level high
since there’s new FOMO each day of the sale.
Now let’s check out limited-time offers from another
marketer who uses a slightly different approach, but there
are definite similarities.

Issue 35 | 11
Ryan Levesque’s Black Friday/
Cyber Monday Deals (2017-2018)
For the past two years, well-known marketer, Ryan Levesque,
has promoted the same exact Black Friday and Cyber
Monday offer. The page design and messaging is identical.
The only thing that changes is what’s included in the offer.
In the email campaign, he sends you three emails each day,
from Friday to Monday.
From Friday to Sunday night, he runs his Black Friday deal.
2017 and 2018 Cyber Monday Sales Page
12 | Funnel University
And from Monday morning to Monday evening he runs his
Cyber Monday deal.
Let’s start with the Cyber Monday deal because it involves
an asset also utilized by ClickFunnels and that is, event
recordings.
Just like ClickFunnels holds FHL each year, Ryan Levesque
has an annual event called ASKLIVE! and he rarely mentions
the recordings.
You can get the recordings with a special VIP ticket, but
otherwise it’s seldom advertised.
For the Cyber Monday deal, he offers his latest event
recordings for $195, an 81% discount from the regular price.
Just like how I mentioned earlier, by keeping a product more
difficult to obtain throughout the year, you set up great
opportunities to use them as exciting upsells and flash sales.
On the left you’ll find the top part of the 2017 and 2018 Cyber
Monday sales pages. What comes after “Here’s Just A SAMPLE
Of What You’re About To Discover” is a list of the different
talks from the event along with bonuses you receive.
Ryan’s Black Friday Deal
The Black Friday deal uses an offer type that works wonders
for special limited-time sales and that is... BUNDLES.
If you’re not going to offer a deal that’s tied to another
purchase and you don’t want to just give a discount,
bundling is an excellent option.
Bundles work great for these reasons:
• Offering a unique combination of content/products
instantly makes it different from anything you’ve
offered before.
• You can include training that isn’t a full-on product.
 It could be just a single video or PDF. As long as it
provides value and isn’t freely available, you should
consider adding it.
• Because it’s a bundle, the perceived value will be high
and there’s nothing else they can compare the price to.
• With that said, the high perceived value will allow you to
charge more and still keep the customer happy.

Similar to the Cyber Monday sales page, the Black Friday

pages are the same from 2017 to 2018, except what’s
included is slightly different.

By the way, if you’re looking for another example of

bundling, personal development and real estate guru,
Dean Graziosi offered an “Accelerated Success Bundle”
Example Black Friday Sales Page containing four trainings/courses (plus a free ticket to his

Dean Graziosi’s “Accelerated Success Bundle”

Issue 35 | 13
annual event) for $497.

Ironically, Tai Lopez had the same exact Black Friday offer:
$497 for four courses, except he actively sells those courses
and doesn’t have an event to sell tickets for.

Ryan Levesque’s Black Friday Upsell #1

Tai Lopez’s Black Friday Offer

Last And Final Note

As you saw, Ryan Levesque sells a bundle for a Black Friday
and discounted event recordings for Cyber Monday.

However, if you go through the Black Friday funnel, he also

offers the event recordings as an upsell!

And as a second upsell, he offers another bundle! Every year,

he records a video detailing his “Top 10 Lessons Learned”. He
rarely offers these videos on the front-end, but they make for
excellent bonuses and upsells, just like with Russell’s Funnel
Immersion product. Ryan Levesque’s Black Friday Upsell #2

14 | Funnel University

We Covered A Lot. Let’s Recap!
Next time you create your own weekend, Black Friday or any
limited-time sale, keep these tips in mind:
1. Instead of defaulting to the idea of promoting a discount
code, get creative with your offer, like in the examples we
discussed. Promo codes are often best-suited for online
stores, but treat them as a last resort and try to craft
something exciting that doesn’t cheapen what you sell.
2. In this issue, we learned two types of offers that help
keep your transaction value high.
a. Bundling products into one package (high
perceived value)
b. Giving away a limited-time free bonus when you
buy something high-ticket (e.g. buy a ticket to my
event and get this course free)
3. If you’re selling tickets to an event, make the offer
include a ticket purchase (e.g. Dean Graziosi includes
a free ticket when you buy his $497 bundle and to get
Russell’s Funnel Immersion, you have to buy a ticket).
Having a 2-for-1 option also helps, especially for first-
time events.
4. If you have a bonus incentive for your event (free
recordings, 2-for-1) or any type of offering, put a
deadline on it and promote the last 48-72 hours. The
urgency will help nudge those who are on the fence.
5. Consider the takeaway offer approach that Russell
sometimes uses where you subtract from the limited-
time bonus each passing day (e.g. 3 day sale → 1st day
- 3 bonuses, 2nd day - 2 bonuses, last day - 1 bonus OR
use it with price: 1st day: $297, 2nd Day: $397, 3rd day:
$497).
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 1% of marketers and
copywriters think.
For instance, last month I put out a special report titled
“Reverse-Engineering Stories That Sell” with over a dozen
analyzed examples of sales pages that lead with a little-
known type of story that works like gangbusters. There are
tons of breakdowns and lessons like this waiting inside the
members area, amongst a slew of other bonuses.
And the most amazing part is, you don’t even need to pay
to check it out. Simply go to http://swiped.co/funnelhackers
and get a free 2-week trial with a full sneak peek, including
20+ funnel dissections, many of which include full
breakdowns of VSLs and webinars. Not to mention, an
inspiration hotline where we’ll research and send you
examples to model based on your own specifications.
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 :-)
Issue 35 | 15
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