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Funnel #1: Quiz Funnel

2 | Funnel University
By Russell Brunson, the Overnight Success Maker
Funnel #1: Quiz Funnel
Welcome to Funnel University! Today, I have a crazy, intense
funnel that’s going to be a lot of fun. I’m calling it the The Supplement Stack starts at www.AreYouDeficient.com
Supplement Stack for a couple of reasons. First, I’ve been with the headline, “Are you magnesium deficient? Take the
biohacking and taking several supplement stacks (stacks for Quiz. Did you know that approximately 80% of American
my gut, stacks for my energy...), and this one stacks a bunch adults are chronically magnesium deficient?”
of funnels together. So there you go - that’s where the name
comes from. As a visitor you’re probably going to be thinking, “Oh crap, I
didn’t know that.”
As I show you the Supplement Stack, you’re going to think,
“Oh cool, Russell. This is a quiz funnel.” And it is, but that’s Then the bullets go through the symptoms - muscle cramps,
not all it is. You’re also going to think, “Oh this is a free plus insomnia, fatigue, etc. I’m guessing that all these symptoms
shipping funnel.” And it is, but that’s not all. And you’re happen to align with the interests they’re targeting through
going to think, “Oh this is a product launch.” Well it is, but Facebook, Google, and other ads.
it’s not just that.
The copy then talks about how, if you’re suffering from any
So there’s the headway. I hope you’re ready for some fun of these symptoms, the problem might be a magnesium
with this one! deficiency - but to find out for sure you need to take their quiz.

Funnel #1: Quiz Funnel Question 1

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Funnel #1: Quiz FUnnel Question 2 (Above) and optin form (below)

4 | Funnel University
So you click the blue button and boom, it pops you right into a That’s the first part of the Supplement Stack. This very simple
quiz funnel. quiz funnel gets you to opt in and get their free e-book.

This quiz funnel is simple. They ask your gender, age group,
and a few questions about your health. As you’re going Funnel #2: Free Plus Shipping
through the quiz, I like how they show the number of
questions left. At the end, it pops you out to the next page So you just finished the quiz funnel. You opted in and got the
that says, “Great work! Where should we send your results free ebook “Magnesium the Master Mineral.” Next it takes you
and your free magnesium ebook?” This is where they get to a page that says, “Your Full Quiz Results Have Been Sent
your email address. To Your Inbox, Along With Your FREE eBook. Did you know?

Funnel #2: Free Plus Shipping Offer

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Funnel #2: Free Plus Shipping Headline

While Approximately 80% of Us Are Chronically Magnesium important, while the others help to increase profit off the
Deficient, That ALL of Us Have Some Degree of Deficiency? customers coming through.
Here's What's Happening In Your Body...”
Their core emails are pitching a supplement called Oceans
Then they have a sales video and mini sales letter talking Alive 2.0 and it take you straight into a product launch funnel
about magnesium levels and a 21 day free trial for a for this product...
supplement you can spray on your tongue to help with
your symptoms.
Funnel #3: Product Launch Funnel
I thought the funnel was going to keep going but it ended
there. There were no upsells or downsells, just a very simple This product launch funnel starts with three pages, each with
free trial. At first I was disappointed, but then the emails a different video:
started coming...
• Video #1: What Is Marine Phytoplankton?
• Video #2: Re-Methylation
The Email Sequence • Video #3: Genetic Selection

Their email sequence is amazing! I’ve been getting their When you scroll down below the videos you can see their
emails for quite a while now and have been watching them really cool pricing structure:
break off into different funnels and market segments. I want
to walk you through the core path because it’s the most • Option #1: One bottle for $39

6 | Funnel University
Funnel #3: Product Launch Funnel Sales Video (Left) and Long Form Sales Letter (Right)

Emotional Logical
Selling Selling
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Upsell #1: More Bottles

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• Option #2: One bottle on auto-ship for $36/month (so
you save $3 per bottle) Upsell #1: More Bottles
• Option #3: Two bottles on auto-ship for $68/month (so
you save $5 per bottle) Now, I wanted to see what they are doing behind the scenes,
so I went ahead and bought the product. And these guys are
So you can see with each option the price drops a little more. doing it right! When I clicked to buy it took me to a long form
sales letter offering three, six and nine bottle packages.
As you go through this process, they do a good job of using The pricing is basically $33/bottle, $31/bottle, or $29/bottle.
both emotional selling and logic. The video is a very emotional
sales pitch, then when you click to “learn more” you’ll get the I think it’s really interesting, if you watch how supplement
more logical approach. It takes you to a long form sales letter companies structure their pricing, they’re always focused on
that covers a lot of the same things that are in the video, but the cost per bottle. You can get three bottles for $33 each, but
they are selling people logically. At the end they list the same you can get down to $29 a bottle if you buy nine at a time. So
pricing options from the product launch page. it encourages you to buy more upfront.

Upsell #2: Warriors Blood

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Upsell #3: Ease Magnesium

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 people to come in based on their symptoms (something
Upsell #2: WarriorS Blood they’re actually interested in) and engages them in the
process by getting them to answer questions. As soon as
The second upsell is a limited one time offer for their new they start this process, it’s a slippery slope.
supplement called Warriors Blood. This is another long sales
letter with really good copy. For example, “Legendary life- What’s cool about this funnel, is that when people finish
protecting longevity extract consumed by great shotguns the quiz, you’ll be able to sort them based on their answers.
and samurai warriors for extraordinary strength and vitality.” So if someone says they have migraines, you can add them
And “Why don’t sharks get cancer?” It’s a good question. to a list that focuses on migraines. Or if they say they have
Because they drink Warrior Blood apparently. bloating they can be added to a sequence about bloating.
This type of quiz funnel lets you know what their issues are
At the end of the sales letter you can get some of their and then you can create sublets based on that.
Warriors Blood for $49.
That’s funnel number one in this process. The quiz funnel
then bumps to a free plus shipping funnel. There’s no
Upsell #3: Ease Magnesium upsell so the funnel technically ends right there. The arrow
represents this break between funnels. If you’re paying for
From there it transitions you to the third product, which is a ads, you probably won’t be at break even by this point.
15% discount on a spray called Ease Magnesium. This upsell
is $25 for a big bottle. But this is where you start sending your email sequence.
Your emails go out and take people to a product launch
funnel. In this case, it’s a three video series and they’re
The Sketch offering their supplement as one bottle, one bottle on
continuity, or two bottles on continuity.
So that’s the Supplement Stack! Now I want to walk you
through everything so you can see behind the scenes of When someone purchases, you take them through an upsell
what’s happening here. sequence. In this example, upsell number one is more of
their supplement at a bigger discount (either three, six or
We started with a simple quiz funnel. This is something you nine bottles). The second OTO is a $49 offer for Warrior’s
can easily create with the Funnel University software. It gets Blood. And the last OTO is their magnesium spray for $25.

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 The Supple

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ement Stack

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 The funnel stacking process is the best way I
know to increase your average customer value.
The bigger that gets, the more money you
can spend to acquire customers and the faster
you can grow your company.

If you look at any good supplement funnel, there’s a process

right? We sell people on the initial supplement and then offer
more of that same supplement. Then what’s the next logical
thing they need? And what’s the next logical thing after that?
Those become part of the upsell process. Neuracel Supplement
Numbers
Two important metrics
I wanted to show this to you because I want you to think
Cost to Acquire a customer

-$80
about all the different ways you can stack funnels. This
company has done an amazing job.

They take a quiz funnel, and then stack a free plus shipping
funnel, and stack a product launch funnel on top of that,
and then they add the upsell sequence behind it. So they’re Average Cart Value

+$180
stacking multiple funnels together and that’s where the
magic comes from.

That’s where you go from making $10 for everyone who buys
your product to $50, $100, $200, $300 and beyond.
Profit earned/free trial

$100
Before we sold Neuracel, our supplement company, we had
two metrics driving our business:

1. Cost to Acquire A Customer: How much did it cost for us

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 to get somebody to buy our free plus shipping offer? How do you increase the average cart value? If my cost to
2. Average Cart Value: For every single person who buys acquire a customer is $80, but my average cart value is $30,
the free plus shipping offer, on average how much I’m not going to make a business; I’m going to go bankrupt.
money do they spend throughout the rest of our funnel? I’m losing money on every single sell. If I get to break even
that’s good, but if I can make it profitable that’s better.
When we made these two metrics work, that’s when the
company blew up. We got to the point with Neuracel where The funnel stacking process is the best way I know to
it costed $80 to acquire a customer, but our average cart increase your average customer value. The bigger that gets,
value fluctuated between about $180 on the low end and the more money you can spend to acquire customers and
$230 on the high end. the faster you can grow your company.

Now this business becomes awesome. I can spend $80 to get So I hope that gets the wheels spinning in your head. Even if
a customer and make $180, which means I get $100 in my you’re not actually selling a supplement, those two metrics
pocket from every customer that comes through. Now you are what drive this whole internet marketing business. I hope
can start scaling and it becomes really, really fun. you enjoyed the Supplement Stack funnel. Thanks again for
being a member of Funnel University and I look forward to
So those are the two important metrics you need to look at. seeing you again next month!

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