Clickfunnels Sending Direct Mail!?

If you know anything about Russell Brunson, co-founder of ClickFunnels, you’ll know he’s a master at direct response marketing. His sales letter for the Funnel Hacking Live (FHL) even (the user conference for ClickFunnels) is no exception. You can see a copy of his letter here.

He sent it in a bank bag just like the one on the right.

In this case study that goes back to his promotion of his event in 2022, we’re going to break down those key elements and show how Brunson skillfully uses them to get readers off the fence and into action. Let’s dive in.

Audience Segmentation

Another brilliant move here is how Brunson segments his audience right within the copy. He knows his readers are going to have different opinions on NFTs, so he acknowledges that:

“Are you:

• Person #1: You have NO idea what an NFT is…
• Person #2: You think NFT’s are just some dumb images…
• Person #3: You are convinced that NFT’s are THE FUTURE…”

This segmentation tactic allows him to speak directly to different reader mindsets. Whether you’re skeptical, curious, or all-in on NFTs, he’s got a message for you. This approach personalizes the message even more and makes it relevant to each reader. Direct response marketing is all about relevance—and Brunson makes sure his copy speaks to everyone on his list, no matter their stance on NFTs.

Exclusivity and Personalization

In direct mail, one of the most powerful tools at your disposal is making the recipient feel like they’re part of an exclusive club. This letter opens with a heavy dose of it:

“NOTE: I Have ONLY Sent This ‘Secret Letter’ To People Who Have Attended ‘Funnel Hacking LIVE’ In The Past… NO ONE ELSE GOT THIS.”

Right out of the gate, Brunson creates an air of exclusivity, letting the reader know they’re part of a special, hand-picked group. This is direct response 101. When your reader feels like they’re receiving something not available to the general public, they’re far more likely to pay attention and take action.

This technique works wonders because people love to feel included in something special—whether it’s a secret club or, in this case, a select group of past FHL attendees.

Curiosity-Driven Opening

One thing Brunson knows how to do is keep you reading. His letter starts with this:

“It’s 3:21 A.M. I just fell DEEP down the rabbit hole.”

Right away, you’re hooked. What rabbit hole? What’s so important that Russell is up in the middle of the night writing this letter? This opening generates a level of curiosity that keeps readers engaged. In direct mail, your goal is to get the reader to keep turning the page—or in digital, to keep scrolling—and Brunson does this masterfully.

Creating curiosity right out of the gate is one of the oldest tricks in the book, but it works. It works because humans are naturally curious. They want to know more, especially when you present something mysterious or intriguing.

Step-by-Step Instructions

Once Russell has the reader’s attention, he makes the next steps incredibly simple. He gives them a straightforward, step-by-step guide:

“Step #1 – We are doing this LIVE event ONCE… and ONCE only…”

“Step #2 – After you register for the event, we’ll walk you through how to get your NFT wallet setup.”

When you want people to take action, you have to make it easy for them. Brunson does just that by laying out the steps in a clear, easy-to-follow format. This reduces friction and makes it almost impossible for the reader to get lost or confused along the way. Simplifying the process is crucial for higher response rates.

Russell’s Clickfunnels sales letter is a masterclass in direct response marketing. From exclusivity and curiosity to urgency and transparency, this letter hits every note a direct marketer needs to create a compelling offer. Whether you’re sending direct mail or emails, these principles can help you engage your audience, build trust, and most importantly, drive action. Take notes—this is direct response done right.

If you’re unfamiliar with Russell and ClickFunnels, you should check them out here.

The bank bag is far and away our bestselling 3D Mailer. Marketers all over the country have mailed over 850,000 of our bank bags since we introduced the product in 2008. And right now you can get 20% off when you use the Promo Code bankbag20. The sale ends at 5pm Pacific on Aug. 9th.