Issue 25 | 1

Funnel Hacked:
The truth about Cancer
& the Truth About vaccines
Scan the qr code or go to
www.funnelu.com/docufunnels
to watch Russell’s hack on video

By Russell Brunson, the Overnight Success Maker One of the funnels that I’m going to share you may have
heard of – it’s called The Truth About Cancer. This is a
Welcome to this month’s issue of Funnel University! I’m excited documentary series created by Ty Bollinger. What I love
to share two examples of a funnel that I’ve been geeking out about this funnel is that anybody can watch the entire series
on for the last few months – the Documentary Funnel. online for free and then buy the DVDs, recordings, and
memberships later if they want.
A lot of times as creators and innovators, our first desire is
to serve the world and money becomes a byproduct of our When they first launched this funnel, they did over $20
efforts. We want to get our information, our products, and million dollars! They use a really cool process that I’ll show
our services out there to help as many people as possible. you in a minute. Since then they’ve launched The Truth
When we make money in the process, it gives us the ability About Vaccines, The Truth About Pet Vaccines, and others
to serve more people and it becomes this big, amazing thing. based on this model.

So if you’ve ever wondered how you can serve your audience I’ve also seen a lot of people inside the funnel hacking
at the highest level for free but still make money, I’m going community now using similar concepts so I’m going to show
to show you how the Documentary Funnel can help give you you the behind the scenes of what I’ve learned in case you’re
the best of both worlds! thinking of creating your own Documentary Funnel. I’ll walk
you through the core concepts page by page of both The
Right now I’m working with an organization called Operation Truth About Cancer and The Truth About Vaccines so you can
Underground Railroad to make a Documentary Funnel. I’ve see that it’s the same model no matter what direction you go.
been funnel hacking, studying and watching these types of
funnels a lot recently. But first, I want to give you a little background...

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Ty Bollinger is the man who went on this mission initially. He what will get this funnel to catch on fire.
lost most of the close people in his life to cancer in a short
period of time and decided he needed to figure out how to With that introduction, let’s jump onto the first page...
solve this problem. So he went out and interviewed different
doctors and field experts trying to figure out the truth about
cancer and what he could do for himself and the people Phase 1: The Trailer
around him. Right away I want to point out what a great job they did
creating the home page of The Truth About Vaccines using
That’s how this whole thing started. Then they took these ClickFunnels.
documentaries and turned them into a business that sustains
itself and makes money in the process. The headline is: “We brought together 60 top vaccine
experts to answer the ONE life-saving question you should
One thing you’ll notice is that they usually pick controversial ask before any vaccination... ‘What’s in it?’”
topics, which helps with distribution, traffic, and growth. If
you’re going to do a Documentary Funnel, find something Then the video starts out by pitching the concept: “I’m
that causes intrinsic curiosity and debate because that’s going to go as far as to say it doesn’t matter which side of

Trailer Page for “The Truth About Vaccines”

Issue 25 | 3
 Below the Fold of the Trailer Page for “The Truth About Vaccines”

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 Trailer Page for “The Truth About Cancer”

the vaccine debate you’re on, or whether you’re right in the The video on this page starts out saying: “It doesn’t matter
middle. It really does not matter...” where you’re from, whether it’s the USA, Europe, Asia or
Australia. You cannot escape this avalanche. It has intruded
On the right they have a form where you can register to into every corner of the globe. It’s engulfed this planet
watch their seven part video series for free. Below that is and wreaked havoc upon men, women and children alike.
some information about what’s inside the documentary. It has torn apart husbands, wives, mothers and fathers
from their precious children, and grandparents from their
If you look at the home page for The Truth About Cancer, grandchildren...”
you’ll see it has a different style but is also a very simple
registration page. It wasn’t made in ClickFunnels so it’s not They do a great job here of using emotion to grab your
quite as cool, but is still pretty amazing especially based on attention. Again on this page you can register for the nine
how well it’s done. part documentary series for free.

Issue 25 | 5
 Each episode
is live for
only 24
hours before
disappearing
Phase 2: The Docu-series
Immediately after you register they take you to a page
where you can watch episode number one. One thing I
like about their model is that they don’t just give you short
little video clips – they give you entire episodes of the
documentary. For example, the first episode of each docu-
series is two hour long!

So you can watch the whole episode on this page... and then
the magic starts! The video on this page is only available for
24 hours – then it disappears. So you have a short window to
watch and then it goes away. This is the key that makes this
entire thing work.

The next day, episode number two is live for 24 hours and
it also disappears. On day three you can watch the third
“The Truth About Vaccines” Episode 1 episode for up to 24 hours and so on through the full seven

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“The Truth About Cancer” Episode 1 “The Truth About Cancer” Episode 2

Issue 25 | 7
to nine episodes, depending on how long the sequence is.
Setting a time limit on each video causes a couple important Phase Three: The Sales Page
things to happen: The last page in this funnel is the sales page. You’ll get to this
page by clicking the offer link on any of the episode pages.
• First, some people are not going to be able to watch
all the episodes but if they watch one or two, they get On The Truth About Vaccines, they have the full seven-part
sucked in. That built in urgency and scarcity makes this docu-series plus over 100 minutes of bonus footage and
model work. 54 uncut, unedited expert interviews. There’s a video of Ty
pitching the offer with a sales letter below.
• Also, as people keep watching they want to tell their
friends and family. Since the videos expire, the only way As you scroll down you can see all the people they
to share is to get a physical copy. interviewed during the documentary series. It’s crazy how
many of them they have. They also have a recap of the buy
On each page they have an offer to buy your own copy. one, get one free offer, testimonials, a satisfaction guarantee
On The Truth About Vaccines they have a buy one, get one and a charity initiative.
free offer, “Own all 7 episodes today about the Truth About
Vaccines, plus an extra copy to share with a friend.” Then you get to the pricing where they used a really cool
price decoy. For $147 you get the digital copy, for $247 you
That’s a really powerful concept behind this – one for you, get the physical copy, or for $247 you get both. If you’ve
one for them, because they’re building on that desire to ever read any of the good psychology and sales books,
share with loved ones. they talk about this. Because you get both the physical and
digital copies for the same price as physical only, you’re
The offer on The Truth About Cancer is a little different with going to think, “Oh, both for the same price, I need to get it!”
two options:

• Silver Edition: They include the 9 episode docu-series,

transcripts and MP3 recordings.

• Gold Edition: They add cancer survivor stories, uncut

interviews and some other bonuses. Watch for
Below the offer they have a comments section that builds
on the controversy of these topics. You can see what a good the price
decoy on both
job they’ve done because they have over 613,000 people
following them on The Truth About Vaccines and over 2
million on The Truth About Cancer!

The comments sections are filled with people talking and

debating about the pros and cons of each episode, which
is really fun because it builds energy and excitement for
people. All this spurs on the conversation which is good for
sales pages
the longevity of this documentary.

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“The Truth About Vaccines” Sales Page “The Truth About Cancer” Sales Page

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 The Price decoy makes it
easy to take option #3

Price Decoy on the Sales Page for “The Truth About Vaccines”

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There are two sales pages for the Truth About Cancer, one people can register with their email address. The trailer is
for the silver package and one for gold. If you look at the the key on this page.
page for the gold package you can see it’s similar to The
Truth About Vaccines sales page. There is a video of Ty After you go through the landing page, the next phase is
presenting the offer and the long form sales letter going the episodes. It’s broken into a series of seven days, nine
through everything that’s included. days or however long your documentary sequence lasts. On
day one, you can watch the full first episode for 24 hours.
They also use the price decoy again here. It’s $177 for the After that, the video disappears. Day two, three, and so on
digital copy, $347 for physical, or $347 for both. are the same. Each page includes an offer to buy a copy and
a comments section.

The Sketch On the sales page there is a video where someone is

Next I want to map this process out so you can see how recapping the offer, a sales letter and then three boxes for
it all works together. Page one is the landing page with a the price decoy. The digital copy is $147, the physical copy is
video trailer for the documentary series and a form where $249, or you have both for $249.

Documentary FUnnel

Issue 25 | 11
 to interview. Instead of just interviewing them and throwing
Conclusion it up on a podcast for free (which can also work well), use the
I hope you can see the power of the Documentary Funnel. It’s Documentary Funnel to monetize it.
an amazing way to get your message out to your audience in
a bigger way. This model gives everyone a chance to watch Like I mentioned, we’ll be releasing our first Documentary
your amazing content for free so you still have a chance to Funnel in a couple months from now with Operation
serve people who can’t afford or don’t want to buy it. But then Underground Railroad. Watch for that because it’s going to
you also give the people who want to ascend up the value be a lot of fun! Hopefully we’ll have even a fraction of the
ladder a way to give you more money. That then gives you results our readers have had to be able to help the cause we
the ability to drive more people into your funnels, grow your believe so much in.
business and serve even more people.
Also watch for Nick Daugherty’s presentation at Funnel
The more controversial or powerful your documentary Hacking Live next month because he’ll be on the stage
series is, the more likely people will be to buy a copy. Think talking more about Documentary Funnels. With that said,
about the messages in your business that are controversial, I hope you enjoyed this issue and thank you for being a
exciting, interesting or unique where you could find experts member of Funnel U!

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