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5 Strategies which made Clickfunnels worth $350 Million

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The So called Underground Playbook for Growing Your Company Online was written by Russell Brunson.
It is a must-read for entrepreneurs and digital marketers involved in e-commerce and online marketing.
The book is particularly beneficial for those looking to enhance their funnel optimisation strategy.

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This book is highly relevant for:

• E-Commerce: Online stores can leverage the funnel strategies to convert visitors into buyers and repeat customers.
• SaaS (Software as a Service): Tech companies can apply its principles to improve user acquisition and retention through effective funnells.
• Digital Marketing Agencies: Agencies can refine their campaign strategies and improve client results massively.

5 Key Strategies used by Russell to drive $360 Million Valuation:

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1. The Value Ladder:
   WHAT?: Brunson advocates creating a step-by-step value ladder, which is a sequence of offers that increase in price and value, guiding customers to higher levels of investment.
   ​WHO can use it?: A digital marketing agency might offer a free ebook, followed by a paid webinar, and culminate in a high-ticket consulting service.
   ​WHY?: This strategy helps maximize the lifetime value of customers by slowly increasing their commitment and investment.
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2. Funnel Scripts:
   WHAT?: The concept of funnel scripts involves crafting compelling messages tailored to each stage of the customer journey, designed to push the customer to the next level of the value ladder.
   ​WHO can use it?: An e-commerce brand uses targeted email marketing at each stage, from welcoming emails to cart abandonment strategies and loyalty programs.
   ​WHY?: Effective scripts can significantly increase conversion rates by delivering the right message at the right time.
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3. The Attractive Character:
   WHAT?: Brunson discusses the importance of creating an "Attractive Character," a relatable and charismatic persona that represents your brand, to connect with the audience on a personal level.
   ​WHO can use it?: Influencers or company CEOs often embody this role, engaging with customers via social media, blogs, and email newsletters.
   ​WHY?: This personal connection can build trust and loyalty, driving engagement and sales.
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4. Email Sequences:
   WHAT?: The book emphasizes the use of strategic email sequences to nurture leads along the customer journey, using different types of emails tailored to lead temperatures (cold, warm, hot).
   ​WHO can use it?: A tech startup uses a series of welcome emails to educate new subscribers about their product, followed by testimonials and case studies to warm them up before presenting a purchase offer.
   ​WHY?: Well-crafted email sequences can effectively turn leads into customers and boost retention rates.
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5. Traffic Temperature:
   WHAT?: Understanding traffic temperature—cold, warm, hot—is crucial for creating appropriate marketing messages and offers.
   ​WHO can use it?: An online retailer adjusts its ad strategies based on the audience's familiarity with the brand, using awareness campaigns for cold traffic and conversion-focused ads for hot traffic.
   ​WHY?: Tailoring strategies to traffic temperature helps in optimizing advertising spend and maximising conversions.

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3 Things that Are Unique in this Playbook:

1. Secret Formula: Brunson introduces a "secret formula" to help businesses understand exactly who their dream customers are, where they can be found, and how to attract them. This approach is more detailed than traditional customer persona sheets.
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2. Seven Phases of a Funnel: The detailed breakdown of the seven phases of a funnel provides a step-by-step guide that many books gloss over. This comprehensive view helps businesses create more effective and seamless user experiences.
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3. Follow-up Funnels: The concept of follow-up funnels that go beyond the initial customer acquisition phase to focus on long-term customer engagement and retention is a unique aspect that is not extensively covered in other marketing books.

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