Russell Brunson Secret Formula

Written by Ralph Chua
Last Updated On

This post contains affiliate links, and we will be compensated if you buy after clicking on our links.

Uncle G name him the King of Sales Funnel;

Forbes names him the $360 Million Dollar Man;

New York Times Bestselling Author Russell Brunson is the master of Sales Funnel, and his secret formula has revolutionized how people make money online.

And grow their online businesses with sales funnels…

Possibly the one that brings Sales Funnel to life.

If you are in any of the following:

  • Internet business
  • Internet marketing
  • Online marketing
  • Digital marketing
  • Network marketing
  • Mom’s and Pops with online stores

Then Russell Brunson’s secret formula could be just what you need to take your online business to the next level!

His unique sales funnels have been responsible for hundreds of millions of dollars in sales generated with his ClickFunnels platform.

I specifically include Russell’s Secret Formula as Sales Funnel Fundamental simply because I wish I learn this secret before I embark on my entrepreneurship journey.

In this guide, I will share what I learned from Russell Brunson and how you can implement his Secret Formula in your business.

At the end of the session, I will also disclose where you can find the “Secret Resource” Russell shares his secrets in 3 hours long video.

Secret Formula Overview

Walk Ten Thousand Miles Read Ten Thousand Books

Old Chinese Proverb

Russell Brunson is a big fan of books.

If he didn’t pursue marketing my guest, he might become a librarian. (I might ask him if he ever wants to open his own library!)

But what truly makes him special is that he quickly turns great books into new ideas.

Not all ideas work, sure. But Russell spends his time, money, and effort testing until he finds those that do work.

And when he does find the winning combination, Russell labels it the Secret Formula.

The Secret Formula is Russell’s way of distilling all of his experience into a simple process that anyone can follow.

Don’t start a business without Russell Brunson’s Secret Formula.

It will help you to fast-track your business success, no matter what stage you are currently in.

Let’s look at who Russell Brunson is and why you should learn from him.

Who is Russell Brunson?

The Best Leaders “Talk the Walk”

Harvard Business Review

The ability to explain a complex idea in a simple way is Russell’s superpower.

He has been the leader of the ClickFunnels marketing platform since 2014.

Russell has sold over $360 million worth of products and services through his sales funnels.

His books have sold millions of copies, he’s built multiple seven-figure businesses, he’s spoken at numerous events, and he has a huge following of fans.

Russell Brunson is the real deal and his secret formula can help you grow your online business faster.

Some of the companies that I know he owed as of this writing are:

If you haven’t checked them out I strongly encourage you should.

Check them out I mean by studying what Russell Brunson did to market them and how you can do the same for your own business.

You’ll be amazed at how Russell’s Secret Formula works like magic!

Now let’s talk a bit about his underground playbooks…

(Russell Brunson’s Secret Formula)

Russell Brunson’s Underground Playbook

The Business That Can Spend The Most To Acquire A Customer Wins.

Dan Kennedy

It’s no secret that Russell Is heavily influenced by the godfather of direct response marketing, Mr. Dan Kennedy.

In fact, Russell Brunson acquired Dan Kennedy’s company Magnetic Marketing (formerly known as “GKIC”) with a mission to reach a younger audience by sharing Dan’s teaching with a whole new generation.

But what does that have to do with Russell’s secret formula?


You see sales funnels are Russell’s secret weapon and he uses them to acquire customers fast, inexpensively, and effectively.

His “Underground Playbook” is a collection of strategies Russell has developed over the years that use sales funnels as part of their marketing efforts.

This playbook is Russell’s way of making sure that everyone can benefit from the same techniques he uses to quickly acquire customers and make a lot of money.

Thankfully this playbook is divided into 3 parts:

  1. Dotcom Secrets
  2. Expert Secrets
  3. Traffic Secrets

As much as I am excited to share Russell’s playbook with you, that is not the purpose of this article.

What I want to share with you is Russell’s Secret Formula and how it can help you grow your business fast.

Here is a quick look at each book should you want to jump straight right in.

Russell Brunson’s Dotcom Secrets Book (Sales Funnels)

Good sales funnel leads to increased growth.

This book is a must-read for anyone looking to master the art of sales funnels and digital marketing.

The secrets contained within will help you generate leads and increase sales conversions.

Get ready to experience explosive online growth like never before with Dotcom Secrets!

If you need a little boost in sales and conversion then Russell Brunson’s Dotcom Secrets is the one for you!

Russell Brunson’s Expert Secrets Book (Creating Messages That Sell)

Discipline is the key to becoming an expert in all domains, including management and leadership.

Harvard Business Review

This book will equip you with the tools and knowledge to help you achieve incredible success.

Become an expert in your field, build a powerful personal brand, and create a lasting impact on the world.

With Expert Secrets, you’ll be able to unlock the keys to success and live a deeply fulfilling life.

If you are struggling to position yourself as the expert in your niche then Russell Brunson’s Expert Secrets can help unleash your inner guru.

Russell Brunson’s Traffic Secrets Book (Dream Clients)

More website traffic does not equal more sales

Russell Brunson’s Traffic Secrets Book is your ultimate guide to driving more traffic and creating more leads.

Learn how to attract qualified buyers, generate more sales, and accelerate your business growth.

With Traffic Secrets, you can unlock the secrets to creating lasting customer relationships and become an unstoppable force in the industry.

If you are still not sure how to generate more traffic then you MUST unlearn what you learned and repurpose your strategy with Traffic Secrets.

Alright, now let’s get into Russell Brunson’s Secret Formula.

Russell Brunson’s Secret Formula

Russell shares this information back then in his DotComSecrets Ignite webclass.

It’s a 3-hour long weblass which you can in your ClickFunnels account.

They offer a 14-day free trial if you want to dig deeper into the secret formula.

I found it super useful that’s why I create this particular piece just for you in a simplified version.

This secret formula is divided into 4 sections:

  1. Section #1: Designing Your Dream Business
  2. Section #2: The Value Ladder
  3. Section #3: Funnelology
  4. Section #4: Funnel & Scripts

Let’s dive in!

Section #1: Designing Your Dream Business





These are the four questions Russell suggests you should ask yourself when you want to design your dream business.

A business and a product are two different things.

A business is when you can take someone from point A to point B.

You can offer them value, to help them reach their goals.

The product can be the vehicle that helps you deliver this value but it is not the only one!

They will help you create a business model that allows you to offer real value to people and eventually drive sales.

The WHO (Dream Customers)

A dream customer is a prospect that is potentially 20 times larger than your average customer.

No matter you do sales online or offline, Russell shares the idea of the “Dream Customer”.

These are not random, they are potential customers and clients who have the same values as you.

The more you understand who are “they” the higher the chance to find them and serve them.

Why so?

So you can create a message that resonates with them, and offer the products and services they need to solve their problems.

So how do we do that?

Have you watched Criminal Minds?

In this show, the BAU team is able to profile a criminal by looking for patterns in their behavior.

The same approach can be used when creating your dream customer.

But what is a dream customer anyway?

Dream customer is a person who is in need of your services and products, who has the financial means to purchase them, and who will remain loyal for a long time.

…and most importantly a person who you want to work with…

This definition sets the foundation of Russell Brunson’s Secret Formula.

By understanding who your dream customer is, you can create an irresistible offer that solves their problems and leads them to success!

There are many resources on how to create your dream customers or avatars.

Once you identify WHO then it will be easier for you to identify WHERE these people are hanging.

Let me explain.

Can you sell a comb to a monk?

No, you can’t because a monk is not in need of a comb.

But the stories tells us otherwise.

The story of 3 salesmen selling comb to a monk in 3 days.

  1. Salesman #1 sold one.
  2. Salesman #2 sold 10.
  3. Salesman #3 sold thousands and millions.

Long story short…

3 of them manage to sell to monks which is impossible to do.

So what was their secret?

They understand the benefits of the comb.

But what differentiates the 3 is how well you understand your customer.

Salesman #3 did so well because he knows what his dream customer wants and he provides value to them.

So Russell suggests, to design your dream customer, you must understand their wants and needs first.

Once you got that covered then you know WHERE they are…

…and Russell even explained how to BAIT them.

WHERE are they?

Let’s run ads on Facebook and get more people!

…cricket noises in the background…

What would you think would happen if your dream customer is not on Facebook?

That’s why Russell believes in understanding the who and where first.

He encourages entrepreneurs to seek out micro-communities, like forums, blogs, or any platform your dream customers are hanging around.

A simple hack would be to look at your direct competitors and find out where they are getting their customers from.

Is it from ads? Is it from word of mouth?

By understanding the who and where you can target them with your solutions and be more effective.

Then you can make a list of these platforms and start creating content that attracts your dream customers.


“Congratulations you are the lucky winner #123!”

Back then we have seen this kind of pop-up everywhere but the question is would you ever consider clicking it?

The answer is, it depends.

(I would definately not click on it)

It Depends on the BAIT! Russell called it a “hook”.

It should be something so enticing that your dream customer will want to click or take action.

Let’s say you are selling a book about gardening.

What kind of bait do you think your dream customer might be interested in?

You can offer them a free chapter, a webinar, or even an ebook.

All of these are great baits to reel in your dream customers and turn them into paying clients!

So, Russell Brunson’s Secret Formula is not just about knowing who and where, but also understanding how to bait them with the right hook.

Alright, now you have captured your dream customers’ attention and they are hooked to you WHERE would you bring them next?

The Destination

Your customer don’t care about you. They don’t care about your product or service. They care about themselves, their dreams, their goals.

Steve Jobs

Most people create an offer and blast all the cool stuff about themselves as if people care.

The truth of the matter is, no one does except your mom and even she knows better.

Your dream customer doesn’t care about you or your products until they get something from it.

What they care about is “The Destination” they want to reach.

When Russell talks about the destination, he means the end result that your dream customer wants to have.

The destination could be anything from making more money, having a better lifestyle, or even just being happier.

It’s important to understand what kind of dreams and goals your dream customers want to achieve and how you can help them get there.

Once you have identified the destination, Russell suggests that your offer should focus on how they will get to their final goal and what they need to do.

This is why Russell believes in creating offers that are targeted towards helping your dream customer reach their desired destination.

Your products would be the vehicle that helps them get there faster.

So Russell Brunson’s Secret Formula is about understanding the who, where, how to bait, and the destination.

Your Business=Helps Your Dream Customer Reach Their Destination

Your Product=Helps Guide Your Dream Customer Towards the Destination

Section #2: The Value Ladder

Failure to earn the trust of your prospects kills sales conversions.


Imagine when you walk into a coffee shop to grab your morning coffee.

While waiting for your energy boost, a random guy walks over and starts talking about a random opportunity.

Will You Trust Him? Will you buy from him? Chances are most people will not.

It is very much the same when you ask your dream customer to buy from you.

Trust is the key ingredient in any purchase decision. Russell calls it “The Value Ladder”.

It starts with small gestures like providing free content, offering consultation, or giving discounts.

By nurturing relationships through these small actions Russell believes that it will build trust and loyalty between you and your customer.

Russell suggests that the next step would be to offer low-priced products or services like ebooks, webinars, video courses, etc.

When customers purchase a low-ticket price item from you, it is an indication of their trust in what you have to offer.

Once this trust is established Russell suggests that you can start offering higher ticket price items.

Your low-cost items are the tickets to help knock down the false beliefs your customers have about you and create a long-term relationship with them.

Russell even says that this concept helps him to take his business to a whole new level.

Amateurs Focus On The Front End…

Russell Brunson

When it comes to building a company online what is the first goal we want to achieve?

Most people want to make money and Russell believes that is okay.

The key difference between an amateur and a pro (You) is the way they approach it.

Amateurs focus on the front end which means thinking about how much money they can make from each customer at their first sale.

You should focus on the backend.

Backend is the ultimate offer where you can serve your customer at the highest level.

Now let’s take a look at what it looks like.

Russell Brunson secret formula, value ladder

As you can see from the illustration above.

The front-end product has a lower value and lower price point.

Front-end products could be anything from free book, free copy of ebook, or even a low-priced product.

When customers are happy with their first experience with you, they will want to have more experiences with you that are even better.

Guess what’s gonna happen next when your customer gets closer and closer to their destination?

They will want more from you, right?

How cool is that?

You could help them reach their destination with Russell Brunson’s Secret Formula!

It helps you offer a value ladder of products and services ranging from low-cost items to high-ticket items, helping them on their journey to success.

ClickFunnels Value Ladder

If you don’t have a continuity program; you don’t have a business.

Russell Brunson

82% of businesses fail because of cash flow problems

That’s a whopping number, isn’t it?

Russell Brunson believes that a continuity program is a key to success for any business.


Continuity programs provide a stream of recurring income.

It’s like having your own ATM machine that dispenses money on a monthly basis.

It could be anything from membership programs, subscription boxes, or even coaching packages.

The other reason why would be you can continuously provide value and stay connected with your customer.

When your customer grows with your service, it will create a sense of loyalty and trust.

Now let’s take a look at Russell’s ClickFunnels Value Ladder.

Dotcom Secrets Value Ladder

Above is an illustration of Russell Brunson’s ClickFunnels value ladder.

As of this date he still using the same value ladder but in a different form.

Previously, Russell only use a normal survey to direct people to a different offer.

The survey is as follows:

In your business, the #1 thing that is holding you back…

  • I don’t have a funnel yet…
  • I don’t have a product yet…
  • I need more traffic for my funnel…

With each answer, you pick you would be directed to a different offer.

If you don’t have a funnel yet…

…You would be directed to the Dotcom Secrets Free + Shipping Book offer.

If you don’t have a product yet…

…You would be directed to the Expert Secrets Free + Shipping Book offer.

If you need more traffic…

…You would be directed to the Traffic Secrets Free + Shipping Book offer.

Recently, Russell turns this survey format into a video format with his newly acquire Voomly video hosting software.

Which is pretty cool if you ask me.

The question of the survey is the same but to continue watching his video you need to answer the question in the video.

What do you think you would do if you found his book valuable?

Chances are…

  • You will want to learn even more about Russell’s secrets.
  • You may think of signing up for his ClickFunnels and Funnel Builder Secret Program.
  • You might want to know what Russell Brunson has to offer next.

It is all possible with Russell Brunson’s Secret Formula!

You will be able…

  • To capture more customers
  • Develop a stream of recurring income
  • Scale your business faster.

Section #3: Funnelology

A well-defined marketing (or sales) funnel helps you serve relevant information at the right time, across the right channel.


Do you know what is the #1 killer when it comes to funnel building?


Thousand people build funnels every day…

Thousand people quits every day…

…What does that even mean?

Most people set their expectations too high when it comes to funnels.

They hope that F-U-N-N-E-L will solve all of their problems and make them millions overnight.

That’s not the case…

Russell Brunson explains that funnel building should be seen as a process, not a goal in Russell Brunson’s Secret Formula.

Your job is to build and launch your funnel.

Tweak it with the right data.

And then market(scale) it with the right strategy.

The 7 Phases of a Funnel

Data is money.


Based on Russell’s studies on funnels…

All customers usually go thru the 7 phases of a funnel.

  • Phase #1: Traffic Temperature
  • Phase #2: Pre-Frame Bridge
  • Phase #3: Qualify Subscribers
  • Phase #4: Qualify Buyers
  • Phase #5: Identify Hyperactive Buyers
  • Phase #6: Age and Ascend The Relationship
  • Phase #7: Change The Selling Environment
Phase #1: Traffic Temperature

The first phase of the funnel is to identify the temperature of your traffic.

It is important to determine whether they are cold, warm, or hot leads.

Cold leads have minimal engagement with your content while warm leads have some level of interest and familiarity with you.

Hot leads are familiar with your brand and have already shown a high level of engagement.

Knowing the temperature of your traffic helps you to design content that will be most effective in converting them into customers.

Phase #2: Pre-Frame Bridge

The second phase is to bridge the gap between where your prospect currently stands and what they need to know in order to fully understand the value of your offer.

Russell calls this the pre-frame bridge.

Through this phase, you create content that will help prospects move from one stage to another in their buying journey.

Phase #3: Qualify Subscribers

The third phase is about qualifying your subscribers and determining who are more likely to become paying customers.

Focusing your attention on the right segment of prospects will help you to maximize your conversion rate and increase your sales.

Phase #4: Qualify Buyers

Once you have identified and qualified potential buyers, Russell recommends that you identify the most interested buyers and focus on them.

This is known as qualifying buyers.

Russell’s Secret Formula provides a step-by-step guide on how to identify and target the most interested buyers.

Phase #5: Identify Hyperactive Buyers

The fifth phase is to identify hyperactive buyers who are ready to purchase soon.

Russell’s Secret Formula provides an effective method of turning these buyers into high-value customers.

Phase #6: Age and Ascend The Relationship

The sixth phase is to age and ascend the customer relationship. Russell’s Secret Formula offers strategies for nurturing existing relationships with customers and turning them into raving fans.

Phase #7: Change The Selling Environment

The seventh phase is all about changing the selling environment by understanding how prospects perceive your product or service and restructuring your sales proposition accordingly.

Russell’s Secret Formula guides you on how to adjust your message in order to influence the buying process.

Understanding these phases helps Russell to build what he calls “The 23 Building Blocks of a Funnel” to tackle each phase of the funnel.

The 23 Building Blocks Of A Funnel

Focusing on Russell’s 23 Building Blocks of a Funnel can help you create an effective funnel that will convert more customers and increase your sales.

Pre-frame Bridge

  • Quiz
  • Article
  • News
  • Blog
  • Video
  • Email
  • Presell Page

Qualify Subscribers

  • Squeeze Page
  • Pop-Up
  • Squeeze Pop
  • Free + Shipping (2 Step Tripwire)
  • Webinar Registration
  • Free Account
  • Exit Pop

Qualify Buyers

  • Free + Shipping
  • Trial
  • Tripwire
  • Self-Liquidating Offer (SLO)
  • Straight Sale

Identify Buyers in Heat

  • Buyers
  • One Time Offers (OTO)
  • Downsales
  • Affiliate Recommendations

With this above, you will not run out of ideas on what to do if things don’t work your way.

All you need to do is find your “Winning Blocks”.

Funnel & Scripts

Funnels and scripts are two of Russell Brunson’s most important elements of his secret formula.

They can be used to guide potential customers through the funnel, convert more people into paying customers, and increase sales.

A funnel is a sequence of steps that leads potential customers to your product or service.

Russell has broken down funnels into different types, such as tripwires, webinars, and sales funnels.

Russell’s secret formula provides instruction on how to create each of these funnels and optimize them for maximum conversion rates.

Scripts can be used to craft persuasive messages that will convert prospects into buyers.

Russell has developed scripts for all types of selling scenarios, from emails and sales letters to webinars and videos.

Russell’s secret formula provides comprehensive instruction on how to write effective scripts that will help you increase conversions.

By understanding Russell Brunson’s secret formula, you can create funnels and scripts that will help you convert more customers, generate more sales, and maximize your profits.

Russell’s secret formula provides an effective and efficient way to increase conversions and generate more profit for your business.

So if you haven’t done so already, don’t wait any longer!

Start learning Russell Brunson’s Secret Formula today and use it to skyrocket your business success!

Secret Resource

I hope you found some good points in Russell Brunson’s Secret Formula.

If you want to further maximize your success and take advantage of the potential Russell’s Formula, then you should check out Russell Brunson’s secret resource.

This is Russell’s private collection of marketing strategies that he has used to become one of the most successful entrepreneurs in history.

It includes detailed step-by-step instructions on how to maximize Russell’s Formula and create a successful funnel that will generate more leads and sales.

But he only shares this with his fellow “Funnel Hackers”.

All you need to do is follow these 3 simple steps:

That’s it! Russell Brunson’s secret resource is now available to you.

Don’t waste any more time and start learning Russell’s Formula today to increase your conversions and maximize your profits!

Good luck on your journey! 🙂

Some Of Our Latest Blog

The Best Logo Design Website

Top 5 Best Logo Design Website – For Non-Designers

In pursuing Best Logo Design, one important fact that I want to share with you ... Read more
The Best Website Builder

Top 5 Best Website Builders – A Comprehensive Guide

Best website builders depend on many factors. Everyone has different needs for a website. Some ... Read more
The Best WordPress Theme

Top 5 Best WordPress Theme – LightWeight Edition

Checking out the “Best WordPress Themes” can be quite overwhelming. There are so many amazing ... Read more
The Best Online Course Platform

Top 5 Best Online Course Platforms

Online course industry has seen a surge in the past few years with the rise ... Read more
The Best Sales Funnel Builder

Top 5 Best Sales Funnel Builder Software – Updated 2023

Sales funnels are a great way to increase your sales… …but many people don’t know ... Read more
The Best Website Hosting Provider

Top 5 Best Website Hosting Services in 2023

Choosing the “Best Website Hosting” is essential for any business. Not only does it provide ... Read more
Now's The Time To Act!

Ready To Launch Your Idea Into The World In Just 5 Days?

Learn from Daymond John, Russell Brunson, and 20+ other entrepreneurs on how to take your idea and launch it into the world with a funnel so you can collect sales and create your own economy!
PLUS a FREE bonus day after the challenge with a TON of amazing guest speakers!!! (You don't want to miss this...)