Funnel Scripts Box
Nice mockup

Today we’re going to do a deep dive into a sales funnel I came across for Russell Brunson’s Funnel Scripts. If you’re into the whole funnel hacking/funnel teardown thing, you ought to love this.

Even if you’re not into funnel teardowns, it should serve as inspiration for your own marketing efforts.

So let’s take a look at how Brunson approaches each step of the lead generation process, and I’ll tell you what I think of his strategy and execution.

Then you can tell me what you think. Then I’ll tell you what I think about what you think. And we can continue on that way for as long as you like.

The Funnel Scripts Funnel

Here’s an overview of the funnel:

Funnel Scripts funnel

The Offer

From what I can tell, Funnel Scripts seems to be like Mad Libs for your sales funnels. You tell it what you want to sell, it has you fill in some blanks, and it spits out landing page copy, email scripts, etc.

There’s a $797 lifetime subscription and a $497/yr option, but the big offer at the end of this funnel is the $797 lifetime subscription.


I first came across the Funnel on Facebook, through the following ad:

Funnel Scripts Facebook ad

It was a video ad, and I had my phone on mute. So I don’t know what he was saying. But writing copy is a pain. His value prop is compelling: “What if you could get ALL your sales letters, scripts, and webinars[sic] slides professionally written in under 10 minutes WITHOUT hiring an expensive copywriter?”

That’d be cool.

If you don’t want to hire an inbound marketing services company, this could be a good way to go to create your own content in-house.

Google Ads

Brunson is also advertising on Google Ads:

Funnel Scripts Google Ad Paid Search

You can see that he’s casting a pretty wide net, even buying ads on searches for “funnel.”

That’s probably the result of targeting “funnel” as a broad match keyword. That’s OK, as long as you stay on top of your negative keywords. But I’m not sure Brunson has.

Now, I hesitate to be too critical without knowing the full story. Because it may be that his team will catch those next time they check their search terms report and see that they received impressions for them. In fact, I bet they will.

Besides, for all I know, these clicks are so cheap it hardly matters. I doubt “funnel” is a very competitive keyword. (Then again, with all the “funnel hacking” hubbub, maybe it is.)

Traffic: A-

At this point I hadn’t looked into the product. I had no idea how it worked. None of these ads clear that up. But that’s OK, you don’t want to try to do too much with your ads.

Their objective was clearly to get people to sign up for this webinar. I’m sure it was effective (and not just for people going through the funnel for research purposes).

Other than some slightly sloppy search ads, Brunson’s traffic game is on point.

Who Wants Twitter? Anyone? Anyone want Twitter? No One? OK, No Twitter.

By the way, he doesn’t appear to be running any ads for this product on his Twitter account or ClickFunnels’.

Probably ’cause Twitter Ads suck.

Twitter: A++

Funnel Scripts Landing Page

Whether you enter the funnel through the Facebook Ad or the Google Ad, you end up at

Funnel Scripts landing page

They’re really hammering home that unique selling proposition. And, lo and behold, the class begins seven minutes from now!

Funnel Scripts landing page

Here they hit on some common pain points for marketers. Your funnel isn’t converting, and it’s because of your copy, they say. “But I can’t afford a copywriter!” you reply. “You’re in luck! You don’t need one!” they retort. And you don’t have to do it yourself either.

Landing Page: A+

I could nitpick to try and impress you, but this is a pretty good landing page design. They’ve got their unique selling proposition front and center.

Everything you do on the page pushes you into the form (even trying to click play on that video.)

But I do want you to be impressed, so I’ll point out that some social proof might have been nice.


Like I said, everything you click brings up this form:

Funnel Scripts form

Form: A+

Quick and easy. Just two questions. They avoid the problem that plagues so many marketers (trying to get too much information at once). At this point, they just want to get me into their funnel.

Now they’ll be pounding my inbox for years.

Funnel Scripts Thank You Page

Funnel Scripts thank you page

The Thank You page doesn’t do anything except provide all the information necessary to make sure you watch the webinar. They don’t want to distract you with any other offers, and they don’t want to try to sell you before you’ve seen the webinar.

Thank You Page: A+

Again, I’m assuming that they’ve found that if they can just get people into this webinar, they’re going to sell enough to make it worth their while. If that’s the goal, this Thank You page is perfect.


Click here to read a PDF copy of the original email.

Confirmation Email

Subject: (STARTING NOW!) Access to Funnel-Scripts Webinar (Your Links Inside)

*Important: Read Entire Email And Print It Out For Your Login Info For The ‘Funnel Scripts’ Webinar”
Thank you for registering for:

Funnel Scripts Workshop
Tue, Sep 17 2019 at 2:11PM EDT

A few minutes before 2:11PM EDT go to this web page to login:

Please print this out right now and post it near your computer.

On this training I’m going to show you “How To Get ALL Of Your Sales Letters, Scripts And Webinars Slides Written (In Under 10 Minutes) WITHOUT Hiring An Expensive Copywriter!”

Don’t be late!

See you then!
Russell Brunson
P.S. – Don’t forget, you’re just one funnel away…

Simultaneous Follow-Up Email

This follow-up came at the same time as the confirmation email. Not sure if this was an accident, or if it’s because he figured he was more likely to get my attention with two emails stacked on top of each other.

The copywriting follows the Pain-Agitate-Solution (PAS) framework which you may already be familiar with. If not, watch and learn.

Identify the Pain

First, Brunson identifies the pain. “The dreaded copy.”

Subject: Congrats! … (and why I’m scared!)

Click here to read a PDF copy of the original email.

Pretty much everywhere I go, I’m known as the ‘funnel guy’…

That’s the reason guys like Tony Robbins and Dan Kennedy trust me to educate their audience about online marketing!  

But there’s always been one question about funnels that I DREAD…   

“Russell… what about the copy?”  

Ugh, yes… the dreaded copy… 

Get them agitated about the pain

Once the pain has been brought to the reader’s attention, it’s time to make sure they really feel it.

It’s the #1 reason funnels fail and flop pathetically… even when everything else is done right!

And GOOD copy? 

Well, there used to be ONLY two options: 

Pay an arm and a leg to a professional copywriter, or
 invest YEARS into learning to write good copy…

  Provide a solution

Here’s where you (or in this case, Brunson) come to the rescue with a convenient solution!

I knew Funnel Hackers needed another option…  

…something that could take proven formulas and make it easy to plug in your products and services to QUICKLY and EASILY create high-converting, money-making copy.  
VSL Scripts
Optin / Webinar Registration Pages
Email Campaigns
So that’s why Jim Edwards and I created Funnel Scripts…

It can do ALL that (and a whole lot more)! 

So if you’re ready for the secret THIRD option to getting GREAT copy (without becoming a copy pro or spending thousands of dollars on a copywriter), get Funnel Scripts NOW before we add even more scripts and increase the price.  

(Don’t forget, we started at $297 yearly, and then bumped it up to $497 yearly!)  

Right now you can now pay $797 ONE time for Funnel Scripts (meaning no recurring payments) and get access to all current and FUTURE scripts!  

Get Funnel Scripts Now
Stop wasting time trying to write your own copy…
I should also warn you… I’m a little scared…  

Because I have a TON of friends who are copywriters, and they make a LOT of money!  

Of course, smart business owners know that it’s worth it, but it’s still painful to sign a $20,000 check…  

I’m scared they might get mad at me for giving the “little guys” a tool to create high-converting copy without paying outrageous fees. 

I might have to build a moat around my house, and put some crocodiles in it to keep me safe…  

(Just kidding… sort of…) 
Get Funnel Scripts Now
Stop wasting time trying to write your own copy…
Russell Brunson
P.S. – Don’t forget, you’re just one funnel away… 

Follow-Up Email

Three hours later I got this email.

Subject: Get your copy written in under 10 minutes…

Click here to read a PDF copy of the original email.

Did you catch the webclass where we talked all about how to get your copy written in as little as 10 minutes?!

Don’t worry if not… you still have time to check it out!   
Catch The Replay NOW >>
Don’t miss your shot to get all your sales letters, ads, emails, and MORE written in as little as 10 minutes…
Now, I know what you might be thinking…

“That doesn’t even sound possible…”  

We hear that a LOT about Funnel Scripts.  

After all, saying you can get ALL of your sales letters, scripts, webinar slides, emails, and ads written in as little as 10 minutes WITHOUT hiring an expensive copywriter is a BIG claim…  

We’re prepared to back it up, but we also know the value of social proof…  

So a few weeks before our LIVE webinar, we asked current Funnel Scripts users what they thought about the software… 

It wasn’t long until the thread was full of comments like this…   

Social Proof

At this point in the email, Russell provides some social proof in the form of this screenshot of the “thread full of comments”:

Obviously, it makes me SO excited that people are enjoying the software Jim Edwards and I created, but I’m excited for another reason too…

I vividly remember when there were only two options to get good copy…  

    1. Hire an expensive copywriter  
    2. Study copy and become a copy pro yourself

I KNOW so many of you have a message that you’re dying to get out to the world, and neither of those options are great… especially when you don’t have a big budget or really don’t like writing.  

That’s something Jim and I talked a LOT about in the webclass…  

(In fact, he reflected on the time he spent $1,500 on just 6 emails and his wife told him never to do that again, ha ha! And I can’t tell you how many times I spent upwards of 10k on a sales letter… only to NEVER be able to use it.)  

But we didn’t just talk about it–we solved it.  

We showed everyone EXACTLY how Funnel Scripts works and how anyone can use it in their business to IMMEDIATELY increase their sales and keep their funnel moving forward.  

Here’s how to get started…  

Step #1 – Watch the webclass where we show you EXACTLY how Funnel Scripts works   

Catch The Replay NOW >>
Don’t miss your shot to get all your sales letters, ads, emails, and MORE written in as little as 10 minutes…
Step #2 – Take us up on this special, one-payment deal!

Up until this point, Funnel Scripts has always been a yearly payment. But on our live training, we announced that we’re retiring that model and selling Funnel Scripts for just a one-time payment! That means no more recurring payments EVER!  
Get Funnel Scripts Here >>
Receive access to every existing script AND all future scripts now…
Don’t waste any more time or money on copy until you see what has completely transformed other entrepreneurs’ businesses.
Russell Brunson
P.S. – Don’t forget, you’re just one funnel away…

By the way, at the end of all of Brunson’s emails is this footer. I think it’s a nice touch.

Funnel Scripts email footer

Email: A+

If I had any interest at all in watching this webinar, his emails would have gotten me there.

Overall Funnel Scripts Funnel Assessment

Gotta give this one top marks.

Not surprisingly, the dude who built his empire on the funnel concept has put together a pretty good funnel to sell his funnels. From what I can tell, the product isn’t worth the money, but Brunson could sell an ebook on making ice to an Eskimo.

Key Takeaway

This funnel is a great example of determining your objective and focusing your entire funnel on that single goal. Don’t try to do too much with any one element of your funnel.

In fact, don’t try to do too much with anyone funnel. Know your objective, and pursue it with a single-minded focus. If you have multiple objectives, build multiple funnels. And do the work (i.e., audience segmentation) to know who needs to be in which funnel.

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