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so the overall reaction to people finding out that we acquired dan kennedy's company well it was pretty well received i want to officially announce the acquisition click funnels has just acquired magnetic marketing dan kennedy's company but like now what are we gonna do like oh crap i don't i don't know yet like what was the plan what were we gonna do like we had 40 years of this man's intellectual property on a google drive like what do we do with all this like how do we make sure that we carry on the legacy in a way that dan be proud of and in a way that's going to serve the audience first step really was just to figure out what was happening we started a couple phone calls here and there and everyone had different stories i was like ah like we need to get everybody in a room so we can like look at where we're at and then figure out a goal for where we want to go and so we took the magnetic marketing team and we flew them all here to boise idaho and really spend you know the first half of they just figured like so what do you guys been doing the last 10 years like what's happening what's working what's not working like what are your frustrations like it was the best performing thing and then they're like you have to take all that out i was like and it goes like this some of the big problems that we kind of acquired through this process we didn't know about the first was that they hadn't run ads in a decade so there were no new members new blood new people coming into it the other side was a lot of disgruntled people you know there wasn't any new innovation happening there were affiliate partnerships that had been burned there were just a lot of things that hadn't been run right they weren't run by entrepreneurs it was run by companies who were looking at spreadsheets and they weren't looking at like customers you know dan kenny's first principle like the most important thing he drills in your head is like the value of business is the herd and the herd had been forgotten like i just need to know what that peak number of members was so i can beat it it says uh i'm working for memory not hard records so with the caveat the peak years gk student held around 12 000 members and so step number one was really like okay how do we take care of the herd how do we nurture the people that are there and how do we get more people in so now we've got a thriving community of entrepreneurs who can who can really enjoy what dan's created [Music] the goal is to get people help them understand direct response marketing then there's this tool that actually helps them do all the stuff we're talking about the answer to all these problems and more is always a funnel so like we need a funnel like what's the funnel that's gonna fuel this company i started thinking back and started talking like what have you guys tried in the past and i told myself i remember when i first came into the dan candy world i came in because they created this thing i was like hammers calls like the most the most incredible offer ever something like that and everyone on the table was like oh the mifkey i was like the the what and wait [Music] okay that's the weirdest name ever and they're like yeah the miffy offer that's what built the company initially and they are showing us like here's the mifi we did in you know this year and then we did a new mfk and they had all these different myths keys if i'm completely honest they weren't the most incredible free gift ever they're like the kind of okay free gift maybe like the the committee i don't know whatever you call that but it wasn't like oh i have to buy this so the first question is like okay if i'm coming to dan candy world like we have 40 years of dan kennedy's greatest stuff on a google drive right now like we can create any kind of like would be the mickey that would get me to go rejoin the continuity even though i own the company it wouldn't go make me go buy it because it was that good of an offer and so that's when it kind of started the brainstorming we need to bring the mifkey back that's how dan built the company how bill built a company and so that's where we started designing the first funnel okay this is going to be the front end the biggest thing i think we need the fastest is just an insane offer that gets people into this the purpose of the mifkey back when dan kennedy bill glazer ran it was to get people on their membership so membership is a monthly print newsletter it's called the no bs letter it came as an envelope like this every single month and this was like the thing that's what drove the entire dan kennedy business was the newsletter and again over 10 years they hadn't bought any ads to promote this so there's a little under a thousand people who are still getting this every single month in the mail and so our big thing was like okay we need to create a mifiki to get more people on to the membership like that's the entire focal point kind of like if you remember sports illustrated like they would sell subscription but the way they sold it wasn't just the subscription they would always put in the football clock and the sports illustrated swimsuit issue so like those were the hooks that was the most incredible free gift ever the sports illustrated gay people to get them on subscription free come on kid this is america nobody gives you something for another okay free for subscribing to sports illustrated ah but that's just the half of it the same thing was true here we created an irresistible offer that people wanted and get them for free when you subscribe to the actual newsletter and so part of the the planning of the mifiki was like okay this is cool but this newsletter this looks like it was written in the 80s because it kind of was like we wanted to make something a little more modern so one of the big projects for the mifkey was the redesign of the newsletter moving forward these are some of the updates there's some color it looks beautiful they have a comic illustrating like what the what the principle you're gonna master from this issue is gonna be and then inside of here it's dan going deep on a topic as opposed to a whole bunch of people talking really briefly on random topics and so that's just kind of what the rebrand and the update of the newsletter looks like i'm wondering if the only thing that because right now i mean this is like a whole bunch of cooldown stuff which is awesome the only thing i would want to add here is like something related to funnels i knew that people watching this would be coming from two worlds half of them are gonna be people who are dan kennedy offline marketers who love dan who just like they want more dance stuff and half them are coming from my world from internet marketers funnel builders funnel hackers and so it's like i wanted to make it where you get the best of both worlds and so when we made the myth we strategically did this okay every single month you're going to get a newsletter from dan going deep into like the offline principles the foundation strategic things you need and on top of that you're going to get a behind-the-scenes showing funnels and online marketing funnel building traffic generation all those kind of things and so now every month they get two newsletters this one comes to the first of the month this one comes with the 14th of the month now on top of that we started going through and said okay with everything now in this offer stack we need to have like a really cool damn thing and a really cool russell thing so i started looking through like the courses that meant the most to me like the things that had the biggest impact on me one of them was this course he put together back in the day called the midas touch this is a course that used to sell for five or six hundred dollars so i was like hey i own the company i do whatever i want and so he took that said we'll get that for free for everyone who signs up and i remember like as i was sharing a lot of these things people like you can't do that like we sell that for two thousand dollars on the site i'm like we can do whatever we want like we own the company we need to make this offer so irresistible that people come in and they never leave because like this is insane they gave this to me for free and so we literally pulling courses off the shelf and just put them in there for free we also took like magnetic marketing this is the key foundation that people have to understand in the nan kenny world's magnetic marketing so it's like let's give them this book so we print these books and we give them the book and they get this as well anyway and the offer goes on and on and on and then to capstone the whole entire thing is like kids school you have a bunch of digital stuff thinking a bunch of physical stuff shows in the mail but like what if we could give people an experience an experience they couldn't ever get anywhere else and the experience was like what if we could have danny kennedy come and do a live event just for people who are part of the membership so this ticket now every single person who is a member gets this ticket they can come for free to hear dan for an entire day uh as again part of um part of this offer so that was the initial creation of the mifkey like making an offer that was so irresistible that you feel stupid saying no right that was step number one so number two then we needed to create a sales video to actually sell the mifkey right the most incredible free gift ever or and so i literally sat in this little studio right here and i talked about the story behind the most incredible free gift offer what it is why they need it and i did a sales presentation for the mifkey which honestly is like the easiest sales presentation of all time our team has been working tirelessly to give you the updated version starting today so with that there's a million little things again this wasn't just launching a new funnel this was launching a new business a new newsletter like we literally had new logos new branding all the things like we had the myth key with the sales page but a good offer is more in a sales page the funnel is more than just one page then we had like what's the order form bump we took the magnetic marketing system that um hold on let me show it to you guys i found it so this was the magnetic marketing toolkit they still on their site sold this for 500 and bought the company now it's the order form bump then we had an upsell and a down sell for the episode like what should the upsell be and so i started going through the google drive and we found this set it was dan kennedy's lifetime of work it was like his fight if you go to dan's house for a consult he's these huge filing cabinets with all the swipe files of like every ad that he's ever found that he liked that he cut out he's like this adds amazing and has his notes on it so he took all this entire thing his lifetime work his entire swipe file we put into like in fact you want to see that too hold on they're all here one sec so we made a digital version on top of that we put them all in books this is not one book this is the entire series this is dan kennedy's filing cabinet literally in the upsell upsell number one where you get the digital version for 500 or this entire book set all one two three four five six seven eight nine ten eleven if there's one more book so all 12 books 2 500 bucks and this is like flying to dan kennedy's house grabbing his filing cabinet and shipping it back to you when you're like i need to create a new ad hold on oh you're like oh here's all these different ads that dan found and not only is the ad it's like there's dan's notes on like why it was cool like oh i liked it because of this and this is awesome and like so there you go it was like that was up so number one that we had episode number two so we actually built an entire funnel because as you know if you're a dan kennedy fan or if you're becoming one dan's number one quote is whoever can spend the most money to acquire customer wins so we had to create a funnel where we could spend a lot of money to acquire customer okay so after that was done we got the funnel done we got the pieces in place we tested it it was working and then it was like okay let's do a launch and so we sent out kits to all of dan kennedy's affiliates the past we sent the same thing to all my top affiliates and we coordinated an affiliate launch we promoted dan kenny's list promoted and uh the launch happened what are dan kennedy and russell brunson up to so dan's got this really cool offer have you ever heard of the miss gate he's actually relaunching all of those again and this is most things that launches are like so exciting and fun and stressful at the same time right the stress like trying to get all the pieces down make sure it's working and making sure we have the fulfillment and the printing and the shipping and like oh like there's so many pieces there but then it's like what if we launch it and it doesn't convert what if people don't buy it what if the offer wasn't good what if you never know in fact half i don't want to admit this publicly but here we are publicly talking about it half our funnels don't work the first time we launch them and like the you know the conversions are low the cart value is not very high all the things that are the potential could go wrong often do go wrong it's a lot of times we like to test these things behind the scenes but this was one where we were just the launch was happening and so we were refreshing the stats every 15 seconds and probably 20 minutes in after refreshing stats the first sale came through on the 2500 upsell and also like oh my gosh and then because of that one twenty five hundred dollar sale it increased our average order value dramatically over the two week after we promoted philly sport everyone started promoting it we ended up selling i think about 4 100 people signed up for the mifkey which had 4 100 people to the newsletter on top of the almost thousand made before so about 5000 people were active on the newsletter from that our average order value our average cart value was over 300 that means we could spend 300 to get a customer and still break even now for anyone who's wondering like is that good is that bad it's the best funnel that i've ever personally had right because i spent 300 to get somebody on a trial of the newsletter which is which is crazy which is why when the funnel got done the launch was over we were able to quickly flip on ads and now consistently are getting dozens and dozens of people a day to continually join the newsletter all from paid ads which is how we're continuing to grow today it's interesting because when people launch companies i was like what should i do first and like after going through this process like relaunching it i think that every business needs this on mifkey the question would be like well what what could you create what could you put into a mif key everyone's got stuff you know a lot of times we don't understand the value like what have you created in the past like what are the things you've done if you've done interviews have you done phone calls have you created contracts have you uh created workbooks or worksheets like what are the things like the byproducts of your business right like there's always something you can do you just got to kind of be creative and so find those things and be willing to go out of your comfort zone even though it's like i could sell that or all it costs me this much money to make it like if it feels a little bit painful it means it's probably the right thing to put inside of your mifi the most most incredible free offer of all time so that's it for the update video you know we've gone in six months from you know acquiring the company to having dana from lacking live to flying the team out here trying to figure out what we were gonna do to rebranding the newsletter creating the logos getting dan more involved back in the company creating the mifi offer creating the upsells the downs doing the affiliate launch driving it all and going from about a thousand members over five thousand and now having the system and the tool in place to be able to dramatically scale this funnel to ten thousand a hundred thousand beyond and so it's been a crazy six months it's been so much fun i'm having time my life and so hope you got value from this create your mifkey it's time it'll change your business and it may even change your life but only if you do it so make your mif key let's go you