ClickFunnels is no stranger to people with big names.
Tony Robbins, Dan Kennedy, Gary Vaynerchuk, and Grant Cardone are just a few of the rock stars who’ve used our software to sell stuff online.
Well, Mike Tyson, one of the greatest heavyweight boxers of all time, just joined the club.
He built his 12 Rounds With Tyson offer on the ClickFunnels platform — and we couldn’t be more excited about it!
Want to see for yourself?
Let’s take a look at how a heavy-hitter like Tyson creates a killer coaching funnel.
Whether you’re a new or experienced funnel hacker… rest assured: there is tons to learn here. And we’re gonna go digging to find as many gold nuggets as possible.
Get Your Free ClickFunnels Trial Now!
Initial Offer: 12 Rounds With Tyson + Order Bump
Mike Tyson’s sales funnel starts with a $47 offer he calls, 12 Rounds With Tyson.
The headline of the page starts with a big promise.
“I’m revealing the exact formula I used to train my mind to achieve anything.”
If there’s one thing people know about Mike Tyson… it’s that he’s a winner.
The next section (“Forget Every…”) throws punches at “mainstream crap”, separating his program from the bulk of what’s out there and distinguishing himself as someone who’s actually been through the wringer.
This is smart.
And it’s something we always recommend to ClickFunnels users.
This is Mike Tyson’s start of answering the following question:
Why does this person need my unique solution to solve their unique problem?
That’s a question we should all ask ourselves when putting together funnels.
The rest of Mike’s landing page is long. Really long.
In fact, I can’t even screenshot the entire thing and put it below. But you can check it out for yourself here (I highly recommend doing so).
Below the video at the top of the page, Mike introduces himself and promises to reveal his biggest secrets to winning in life.
After he introduces himself, he introduces his offer (keep in mind: there’s still no CTA yet).
P.S. If you want to learn how to write your own story for copywriting purposes, check out our hook, story, offer formula here.
Each “round” is effectively a pre-recorded masterclass on a different topic from Mike Tyson. The page introduces the topic of each “round.”
But it’s not until half-way down the page that we see a CTA button.
Why’s that important?
Because not having somewhere to click right away encourages people to read longer and spend more time exploring the page.
Precious time.
Whenever you’re selling something online (no matter how compelling your offer), you’re always battling a force like gravity that pulls people away.
You need time to tell your story, introduce yourself, and help your reader understand why they need what you’re offering.
That’s why long sales pages with CTAs only half-way down the page convert so well.
They give you the time you need to sell.
Risk-reversal is an important part of any great sales page…
Taking the risk of the purchase off of your reader and putting it squarely on your own two shoulders.
Mike Tyson is no exception here.
He offers a 30-day money back guarantee…
If you click through to purchase this $47 offer, on the checkout page, there are two order bumps. One to get 3 additional bonus rounds for $19. And the other get access to his Tyson’s wealth-building blueprint for $47.
And thus begins perhaps the most important lesson that Mike’s funnel has to teach us…
Give it all you got.
We’ve only talked about the initial offer and order bump… but the remainder of this funnel contains two more upsells.
Something that Russell has shared many times is the idea that people aren’t entirely logical when they buy stuff — people who buy something get into a mode where they’re willing to buy more stuff… not just one thing.
And if someone buys your first product, then it’s safe to assume they’re in “buying mode” and offer them more stuff to solve more problems.
That’s exactly what Mike Tyson’s funnel does.
Upsell #1: Talk With Tyson
The first upsell in Mike’s sales funnel is called Talk With Tyson — and it’s a $297 offer that includes weekly group training sessions and check-ins with Mike’s team.
The first thing I think is worthy of mention here is also the first thing that draws your eye on that page: the red banner at the top.
This has become a hallmark part of upsells for a good reason.
It stops people from immediately clicking away or clicking back — in other words, it makes them pause.
And buying time (as we discussed earlier) is a big part of great copywriting.
There’s a video at the top and then the page — which is long, but not nearly as long as the initial offer page — walks through all the advantages of these calls, attaching a value to each.
At the end, the page creates urgency by affirming that this is the “first and last time you’ll see Talk With Tyson at this discounted price.”
People are procrastinators.
That sort of urgency helps push people over the edge.
Finally, there’s a hidden downsell here if you say “no” to this offer — Mike offers the same thing for $39.95 per month…
Upsell #2: The Champions Council
Russell Brunson came up with the concept of the value ladder after creating increasingly valuable and expensive offers for his audience… he realized that a portion of his same audience just kept buying.
He realized that his best customers want to ascend the value ladder, spending more money and getting more value from him.
The same is true for you… and for Mike Tyson.
What you have to do is make sure you’re offering those high-ticket, high-value things so that the people who want to take bigger action… can.
That’s what Mike’s third and fourth upsells do.
This one is called The Champions Council and it’s notably more expensive than his previous offers: $2,997.
It includes live group video calls with Mike once a month (and a pair of limited edition boxing gloves signed by Mike).
At the bottom of the page, Mike price anchors at $5,000.
What is price anchoring?
It’s about setting expectations for the value of something so that, when you tell your prospect the price, they’re positively surprised.
Here’s what that looks like in action…
The last thing I want to point out about this page is how the hook connects to the offer — which is… not much at all.
Joe Sugarman (one of the world’s best copywriters) once said that the only goal of the headline is to get the person to read the first sentence.
It’s called a hook.
And this page does it really well — in fact, the first bit of the page mentions nothing about the actual offer. But it draws you in (no matter who you are) because who the heck wouldn’t want a signed pair of boxing gloves from Mike Tyson?
It’s only a little bit into the page that Mike introduces his Champions Council and indicates that the gloves are a welcome gift for those ready to sign up.
This is the first high-ticket offer in Mike’s funnel — and it’s sure to attract those with deeper needs and thicker wallets.
Get Your Free ClickFunnels Trial Now!
Final Request: Share Your Commitment
Want Mike Tyson to mention you on his Instagram?
Who wouldn’t!
After you’ve gone through the entire funnel — which, all in all, contains five heavy-hitting offers packed with life-changing value — Mike’s “Thank You” page has one final request: to share on Instagram that you bought 12 Rounds With Tyson.
He even gives the exact image to share, which is this…
This illustrates an important point.
Your “Thank You” page doesn’t just have to be a “Thank You” page — it should ask your new customer to take one final action. Maybe that’s…
- Posting about their commitment on social media
- Referring a friend
- Emailing you some details
… or something else.
Whatever you decide, keep in mind that the “Thank You” page is an opportunity (just like every other part of your sales funnel) to get someone to take action.
Closing Thoughts
There you have it!
That’s how the heavyweight champion, Mike Tyson, sells stuff online using ClickFunnels.
What about you?
How can you take the lessons you’ve learned above — give it everything you got, use urgency and scarcity, tell stories, and bide your time — and apply them to your own sales funnel?
Only you can answer that question!
Pick up a free ClickFunnels trial by clicking here to get started.