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Issue 48 | 1 
2 | Funnel University
ClickFunnels currently has six different book funnels they’re 
actively promoting on Facebook and other ad networks. 
Without knowing anything else, that should tell you that 
book offers (usually priced under $8) are extremely effective 
for them.
Let’s do some ClickFunnels trivia: do you know what Russell’s 
first free + shipping book offer was?
It was published in early 2014, several months before 
ClickFunnels started promoting their private beta launch. 
The offer performed so well that they’re still selling the book 
to this day.
If you guessed 108 Proven Split Test Winners from 
DotComSecrets Labs, well done!
In 2014, it was sold via a sales page that’s extremely similar 
to most every other book sales page of Russell’s that’s come 
after it.
The major difference is, that site wasn’t built on ClickFunnels, 
but would be modeled for ClickFunnels and turned into a 
template.
That template would be closely followed for the next three 
books that came after it and then some.
Inside 6 ClickFunnels Book Funnels 
& The Patterns They All Share
MEET YOUR FUNNEL U PROFESSOR
MIKE SCHAUER
FOUNDER OF SWIPED.CO, THE FUNNEL COPY HACKER
In 2014, while working full-time as a freelancer, Mike found himself
immersed in an unexpected side project. As someone who provided design
and copywriting services, Mike was shocked to discover that although there
were an infinite number of design galleries online, not one site provided inspirational examples for
copywriters and online marketers. After organically gaining the attention of the biggest names in
the copywriting and online marketing world (like Russell Brunson), his website, Swiped.co, has gone
on to become the #1 resource for people who want to learn from proven marketing campaigns and
understand the psychology of why they work.
Unlike most experts, Mike learns and teaches 100% via reverse-engineering and pattern recognition.
His content rule is this: for every point he makes, he has at least one example to go with it.
Impressed by his funnel-hacking-friendly methodology, Russell instantly clicked with Mike and since 
then, Mike has become the top Funnel University contributor, back by popular demand.
Issue 48 | 3 
The Russell Brunson Book 
Funnel Timeline
Since 108 Split Tests released in 2014, a new book funnel has 
been released almost every year after.
2015: DotComSecrets book funnel
2017: Expert Secrets book funnel
2018: Funnel Hacker’s Cookbook & Network Marketing 
Secrets book funnel
2019: Lead Funnels + Copywriting Secrets book funnel
All of these are still running today, almost untouched since 
they were originally published.
With all of this in mind, I examined every one of these 
funnels from top to bottom and in this month’s issue, I’ll be 
breaking down the common success elements that exist in 
every one of these book funnels.
I will uncover the evergreen book funnel components 
that have been used over and over again by Russell and 
ClickFunnels and likely will continue to be actively used.
By the end of this issue, you will have a more in-depth 
understanding, than ever before, of Russell and ClickFunnels’ 
book funnel secrets. 
4 | Funnel University
8 Patterns Found In ClickFunnels’ 
Book Sales Pages
When it comes to copywriting and sales psychology, there 
are some principles that are evergreen no matter what the 
product or niche.
For instance, using formulas like problem → agitate → 
solution an be applied in just about any situation. 
The idea of risk-reversal, having a guarantee, creating a sense 
of urgency – all of these concepts are universal.
Then there are the concepts that apply to certain situations 
and serve a purpose related to the nature of the product, 
offer, market etc.
In this case, we’re going to specifically look at strategies that 
work well with free + shipping book offers and are repeated 
often in ClickFunnels book sales pages.
Pattern #1: “Fascination” Bullets With 
Page Numbers
These type of bullets exist in most every book sales letter 
from ClickFunnels and they’ve been proven to work for 
decades.
The idea is simple; create compelling bullets that fascinate 
and tease the reader about what they will discover in the 
book, without revealing what that is. Then include the page 
number from the book of where they can find that piece of 
information.
Simply adding the page number gives the bullet credibility 
(it definitely exists in the book) and makes the prospect feel 
even closer to discovering the coveted nugget of content.
Here’s an excerpt from a 1974 ad written by copywriting 
legend, Gene Schwartz. Note how it teases you about a 
fascinating piece of information and tells you exactly what 
page you can find it on.
Now here’s an excerpt from a post written by direct 
marketing master, Brian Kurtz, who worked directly with 
Gene: “what was fascinating (pun intended) was how buyers 
from those famous packages would call our customer service 
representatives after receiving the product telling us if the 
fascination from the promotion didn’t match up (or satisfy 
them!) on page whatever. They actually saved the promotion 
for weeks after ordering to check up on us.”
This may have been a few decades ago, but still, if someone 
buys because they’re compelled by certain bullets, they may 
1974 Excerpt by Gene Schwartz
Issue 48 | 5 
use the sales letter to track down the info they want after purchasing – all because you included page numbers.
In terms of creating such bullets, it involves you or whoever is the copywriter going through the book, taking juicy pieces of 
info and creating fascinating teasers for them that don’t reveal the actual info. It requires a creative mind and helps to study 
other examples.
Here are some examples from ClickFunnels sales pages. Note how in some examples, even the figure on the page is noted.
Excerpt From DotComSecrets 
Excerpt From Network Marketing Secrets
Excerpt From Network Marketing Secrets
6 | Funnel University
Pattern #2: Low Price Justification 
(Addressing “What’s The Catch?!”)
This applies to any products that are free or seem to be 
priced very cheaply in comparison to what you get.
We are naturally skeptical people that grew up hearing ideas 
like “it’s too good to be true” and “there’s no free lunch”.
As a marketer, it’s important to keep this in mind when 
you’re selling something like a free + shipping book offer.
With that said, it’s no surprise that every single 
ClickFunnels book sales page has this element, often 
mentioned towards the end of the sales letter.
In fact, the justification is essentially the SAME for every 
book. I particularly like how it’s written out in list format 
so it’s easy to read and conveys that you’re providing 
multiple reasons why.
Here are some examples:
Pattern #2: Example 1
Pattern #2: Example 2
Issue 48 | 7 
Pattern #2: Example 3
Pattern #3: Short Video Of Author Discussing 
The Book
On most every book sales page you may have noticed that 
there is usually a video in the top right, below the headline
That video is usually 4-6 minutes and has the author looking 
directly at the camera with their book in hand.
This type of video is designed to act on its own, where you 
can watch it without reading the copy below it and have 
enough information to make a purchase decision.
With that said, the video often involves the author 
summarizing the beginning of the copy on the sales 
page, telling you what the book is about and what their 
background story is.
Then to cap it off, they present the offer and call-to-action at 
the end.
Pattern #3: Examples 1 & 2
8 | Funnel University
Pattern #3: Example 3
Pattern #4: Above The Fold Order Form
This ties in directly with pattern we just covered. You’ve likely 
seen this several times before. It was used in Russell’s first 
108 Split Tests funnel in 2014 and is still a common layout in 
his most recent book funnels.
The idea is that whenever you have somethinglow-end 
like a free + shipping offer, price is of little resistance so 
introducing the price and order form early won’t turn people 
off versus a sales page selling something more expensive.
At the same time, this doesn’t necessarily mean you should 
always add an above-the-fold order form for lower priced 
products. Part of what makes that order form work is that 
there’s a video next to it summarizing the copy.
The video and order form work TOGETHER. Without the 
video, this order form tactic will likely not be as effective.
Pattern #5: P.S.. Summary
This pattern is simple and is replicated in every book sales 
letter with almost the exact same words. 
The idea is that many people scroll right to the bottom of a 
sales page and barely read anything in between.
If you have someone like that and they don’t read any of 
your copy or watch any of your video, they’re not going to 
buy unless they were already predisposed to.
A solution to help cater to these scrollers is a postscript 
summary where you summarize the offer in a few short 
paragraphs so the person who skipped the sales letter will at 
least understand what’s being sold and may decide to read 
more after reading the summary.
Issue 48 | 9 
Pattern #5: Examples 1 & 2
10 | Funnel University
Pattern #6: Full Refund + Keep The 
Book Policy
Unlike digital information products, physical products 
like books are obviously going to have an additional cost. 
Regardless, when it comes to the guarantee, it’s often 
best to treat it like a digital product where the customer 
doesn’t have to send anything back to get a refund.
Not requiring the book back makes the deal even 
sweeter, gives the customer more confidence and shows 
you’re not a penny-pincher. Not to mention, if your book 
is good, it’s unlikely many will request a refund.
The benefits of a bold guarantee almost always outweigh 
the potential downside, which often involves a minimal 
amount of refunds.
Pattern #6: Example 1
Pattern #6: Example 2
Pattern #7: Video + Social Media Testimonials 
Have you ever noticed that ClickFunnels is really good at 
collecting testimonials, specifically video testimonials. They 
truly go above and beyond to capture the success stories of 
different funnel hackers with a variety of backgrounds and 
businesses.
In the end, it provides them with a ton of proof that they 
can incorporate into their sales copy and effectively target 
people that relate to the person giving the testimonial.
Of course, ClickFunnels has a lot more resources than most 
small businesses and can go the extra mile to visit people’s 
homes and what not.
However, it doesn’t always have to be so elaborate. Social 
media testimonials are also a great form of proof that can be 
collected in a very specific way.
You see, you can wait for first-time buyers to respond 
and then use their reviews, but then you won’t have any 
testimonials for the sales page when it launches.
The key is to provide advance copies and ask for a review in 
return.
Oftentimes, if it’s a gift, you don’t even need to ask. 
Reciprocity will play its part and the recipient will be inspired 
to post the book on social media.
Here are two examples of Facebook testimonials that are a 
result of sharing advance copies, which allow Jim to use that 
proof when the book officially launches and also get first-
time valuable feedback.
Issue 48 | 11 
Pattern #8: $27-$37 Bump Offer 
Every ClickFunnels book offer has a bump offer that 
usually ranges between $27-37. It’s a nice size add-on 
that bumps up the transaction size without asking for 
too much.
These offers usually consist of bundles that can be very 
related to the book, like an audiobook + interviews or a 
book video training.
Or they may bundle in other books/programs with 
similar subject matter. Russell’s created his books in a 
way where they all mesh together so bundling them 
makes sense.
Pattern #7: Example 1 Pattern #7: Example 2
...Even if you’re not 
Russell Brunson, having 
videos in your upsells is 
something you should 
seriously consider, 
especially if you’re the 
face of the brand.
12 | Funnel University
Pattern #8 Examples
5 Patterns Found In ClickFunnels’ 
Book Upsell Sequences
Now that we’ve examined the sales page closely, let’s get 
into the upsell sequences.
Pattern #1: The Upsells ALWAYS Have Video 
With Text Underneath
I haven’t seen one upsell where there’s not a video of 
Russell facing the camera, often with the product in hand, 
summarizing the offer.
He’s a rockstar on video, has a professional set where they 
film them and has spoken thousands of times in front of a 
camera.
With that said, even if you’re not Russell Brunson, having 
videos in your upsells is something you should seriously 
Issue 48 | 13 
consider, especially if you’re the face of the brand.
Sure, upsells without video work too. It’s not a 
requirement, but if you want to test something on your 
upsells and you’re not using video, give it a shot.
Pattern #2: If There Are 2 Upsells, The First 
Is Always Cheaper
Some book funnels have an upsell + downsell, others 
have just one upsell, but Russell’s most popular book 
funnels usually have 2 upsells and the first upsell is 
always less money than the second one.
For instance, both Expert Secrets and DotCom Secrets 
have a $47 first upsell for the audio recordings + 6 
additional courses. Along the same lines, the Network 
Marketing Secrets funnel sells a 6 Module Course, Second 
Upline System, for $47.
Then, the 2nd upsells are $197 & up. DotCom Secrets and 
Network Marketing Secrets both are for the $297 Traffic 
Secrets program, Expert Secrets’ 2nd upsell is a $197 
product and Copywriting Secrets goes from a $97 1st 
upsell to a $797 upsell for Funnel Scripts.
Overall, I’m not stating any hard rules here for book 
funnels, but simply pointing out that ClickFunnels seems 
to often favor this upsell structure.
Pattern #3: An Exit Pop-Up Downsell
This is another pattern that doesn’t occur in every funnel, 
but has been used multiple times and is an interesting 
technique. Instead of sending you to a downsell page, a 
pop-up appears with a payment plan option.
Something to note is how in order for you to not buy 
the upsell, you have to turn it down twice – once on the 
page and once in the pop-up.
Pattern #4: Thank You Pages With The 
Funnel Builder Secrets Webinar
In three of the book funnels I looked at, the thank you 
page included Russell’s 2 hour Funnel Builder Secrets 
Webinar. If you’re not familiar, Funnel Builder Secrets is a 
Pattern #1: Example 1
Pattern #1: Example 2
14 | Funnel University
Pattern #3: Example 2Pattern #3: Example 1
Pattern #4: Example 1
Issue 48 | 15 
Pattern #4: Example 2
Pattern #5: Example 1 Pattern #5: Example 2
bundle deal to get either a 6 or 12 month Enterprise account 
to ClickFunnels along with access to his Funnel Hacks 
masterclass, 12 months access to funnel scripts and a variety 
of other bonuses. The 6 month option is $1,997 and the 12 
month option is $2,997.
This offer is the ultimate cherry on top for ClickFunnels, if 
taken. It converts book customers to ClickFunnels users and 
is a significant revenue booster.
Pattern #5: Always Keep Bonuses In Mind
Finally, I wanted to point out that most all of ClickFunnels’ 
upsells, bump offers and high-ticket products include bonuses 
and are often in bundles. When you bundle a bunch of stuff 
together, the perceived value is higher and feels like you’re 
overdelivering. Take stock of what you have in the archives, 
talks and trainings you’ve done, interviews, past courses etc. 
and consider them as add-ons to an already great offer.
16 | Funnel University
HOPE YOU ENJOYED THE ISSUE! 
HERE’S WHAT I’M UP TO WHEN I’M 
NOT WRITING THESE...
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 forensic-level breakdowns that provide
you with a cutting-edgeunderstanding of how the top 1% of 
marketers and copywriters think.
The membership is invite-only (you won’t find it on my site) 
and where I dedicate most all of my time. In fact, I’ve recently 
been doing live calls and breakdowns titled “Look Over My 
Shoulder As I Funnel Hack” where I showed members exactly 
how I uncover and dissect funnels so you can do the same. 
Those recordings and a treasure trove of other goodies could 
be yours, for free, including my extensions!
Simply go to http://swiped.co/funnelhackers and get a free 
2-week trial with a full sneak peek, including 20+ additional 
funnel dissections, a private Facebook group, video calls and 
many other perks. Not to mention, a swipe file hotline where 
I’ll research and send you examples to model based on your 
own specifications.
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 :-) 
SWIPED.CO/FUNNELHACKERS
Issue 48 | 17 
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Issue 48 | 18