Mastering Webinars, Pricing, and VSL Funnels: Q&A with Russell Brunson

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What's up, everybody? This is Russell Brunson. Welcome back to the Marketing Secrets Podcast.
I just got done with one of our OFA, One Funnel Away Q&A calls, which is always very, very fun. And it's kind of fun.
One of the guys towards the end, he thanked me and he's like, we know you charge hundred grand a day for consulting and you're here with us for an entire hour just doing Q&A. And so it was really cool.
And I think, you know, there's obviously all the people in OFA have a chance to be on there and ask their questions live, which is amazing, which is why you should be in OFA. If you're not there yet, go to onefunnelway.com and go sign up.
Best hundred bucks you ever spend because you get three months of ClickFunnels for free as well when you go there. But anyway, I think there's some really cool things that came from this Q&A session.
So I thought it'd be really fun to show it to you guys. And I bet two or three things will spark some interest in your mind.
I know one of them we talked about was like moving away from pleasure and towards pain and where you use that in front-end offer versus the back-end offer. And like some really cool things like that that are unique that I haven't talked about publicly very much or really anywhere.
So hopefully that'll be valuable and beneficial for you guys to go and check that out.

And that's kind of the game plan.

So we're going to queue up the One Funnel Away Q&A from this week.

And I hope you guys are doing amazing.

And if you want to get your question answered live, come to onefunnelway.com, go sign up,

and then come hang out with us next week.

Thanks, everybody.

In the last decade, I went from being a startup entrepreneur to selling over a billion dollars of my own products and services online.

This show is going to show you how to start, grow, and scale a business online. My name is Russell Brunson, and welcome to the Marketing Secrets Podcast.
If you don't know me, my name is Danny Walsh. I've been standing in for Dante while he has been aware.
How we doing, buddy? Are we here? I'm here and ready to party. What's that, man? Let's go.
Right, we do have our first customer lined up ready with a question for you, Russell. And she brought this question to us on Trey's call and was like, man, this is better for Russell.
So it's first one up. We are going to use the timer as well, hopefully to keep everybody on track.
But if we're here, let's get started. Yeah.
Yeah. Hi, Russell.
My challenge funnel is my first funnel. I'm a fitness instructor and I'm launching a new personal brand, Everbody.
It's everbody.com. So I've connected my domain and I come up with a challenge for pre-Christmas people that are actually like in fear of gaining weight over Christmas which leads into the programs the mastery challenges that are starting via my app in January I'm I've been faffing around with the workflow structure and I couldn't get it to work.
So Austin very kindly stepped in to help me yesterday. But I'm behind schedule on launch of the funnel by a week.
How would you go about gaining up some traction with with this and um have you got any uh ideas that you know we can put into place for the you know the lack of time that to make up for the time that i've lost yeah so the funnel working now that you got all the pieces working now though okay cool so you were you were hoping launch it last week and now it's your week late. Yeah, so the 12 days of Christmas, it was meant to start on like the 13th.
I mean, I know that it's not the 13th, but I literally haven't even finished putting the images in. So I will hopefully reach that point by Monday.
However, I've still lost all of that time, and it's time sensitive, as I say. The 13th is, okay, from a week from today is when it starts the challenge

is it a is it a free challenge paid challenge yeah so it's a free challenge with a vip upgrade for um access to the online uh fitness app um the six uh is a six week introductory offer for my mastery challenge which is uh for complete beginners um and adhds that find you know processes really difficult which is like me really um me i understand most of us on this call i'd assume actually but and also for you know people that find fitness. So like using like a 1% methodology of change.
So the in keeping of like your water is like the key focus for the download. So it's the secret weapon, if you like, to stay in off the food so that we got a week then basically we got seven days to to before it starts um and then do you have an email list you have following like you have those things in place right now or not i've been i'll work i've been working too hard on uh the back end of things um actually forgot the front end so i haven't really got that much of a

following um to be fair um yeah it was on my to-do list i should have done it this i should have done it the other way around but i have got a following um but it's not like millions like a fitness influence so i'm i'm just the modest sort of like pt that works from their gym at home No worries. Here's the good news.
The good news is a week is more than enough time to promote a challenge. In fact, if it goes further than a week, people don't show up.
So you're not actually in a bad spot. When we do challenges, we start promoting a week out.
So you're actually perfect timing. We actually, we used to promote challenges like two and three weeks out.
And what would happen because we buy a lot of paid ads is what would happen is like we'd be getting people for two and three weeks but then you look at who actually shows up and it's usually the people that decided to last like 72 hours are the most likely to show up and every day pass they're less than likely so people signed up two weeks earlier don't even show up so we just wasted our money getting those people so for a free challenge like you're actually in like this perfect sweet spot so the question is just like what are all the different ways you can make as much noise as humanly possible because your job as a marketer now is to make noise and scream and yell from the top of your lungs every channel that you have any access to right so for me like when we're launching something um i'm looking at everything i've asked this to so i'm like okay what do i have like i have a little text group so i text everyone like, hey, I have Instagram. So I post on Instagram.
I have the ability to push to Instagram. So I push to Instagram.
And I go to email, email our list. And then we go, we just hit everything's possible.
I go live on Facebook. I go live on Instagram.
I go live on Twitter. We started doing Twitter spaces because you live on Twitter.
It's just promotion now. So like, I would look at everything you have access to.
And it's just every day for the next seven days, you're just going live. You're pushing your email and you're messaging, you're spamming out, like whatever you can do to make as much noise as possible with what you have.
And if you have like a formal email list, I don't know if you have a formal email list, it's like in ClickFunnels you can send email out to or if you just have clients. But either way, it's like I'd be gathering those people, contacting them, pushing them to just – it's all about now just just making noise in any way yeah i i've got a female female focus um target market so um unfortunately i've accumulated a lot of male followers which is really annoying um but i have built up quite a little well then tell tell the no followers i literally i would be like and uh we used to just back in the day um because when i right so pre click funnels my audience was like 90 percent men 10 percent women it was it was now it's like almost it's like 40 60 which is awesome but you used to take 90 10 and so um i had a couple really amazing female friends who would who were great teachers and promoters and stuff and so i would like literally contact her list like this is for all the ladies on the list i got something really cool you're gonna talk to to talk to a bubble.
You know, we, we push this thing. You would same thing as like, Hey, for all the men, we want your spouses.
We want your, your significant others. Like this is, this is the gift you can get them for Christmas.
Like, like leverage the men to bring in there, to bring in their, their women. Uh, and speak out.
So they don't, don't hide. I speak directly out to like, this is for women.
So women go sign up for men. Oh yeah.
but yeah i'll be i'll make it perfectly clear yeah excellent thank you so much yeah no worries so you got seven days make as much noise as humanly possible and this is the first time that was nice is now you have this process down um you know you can change it in january and do a january challenge and it's the same structure same everything but now you got more time and then, it's like, Valentine's Day is coming. Do that, and just keep changing to whatever the holiday is.
Because you need to work now. Now it's like, okay, if the first one, you can do this thing.
And the second one, you tweak the branding a little bit, but same everything else, and then you can focus on driving a little more traffic. Easter.
How to stay off the Easter chocolate. Yeah.
There's always a holiday that you will need to lose weight

that's the nice thing about your market yeah absolutely yeah well congratulations hopefully you crush it over the next seven days i'm excited to watch this space yeah i'll let you know how i get home very cool congratulations jane thank you jane come back and tell us how you got on as well and make sure you keep checking in on the calls we're interested to see how this goes I will, thank you

I think with a lot of folks we get to this point where we can quickly think we're running out of time and we're like oh man and you get into this sort of like headspace of oh have i run out of time and i'm i'm not going to be able to do everything but if you work and make enough noise you are able to have a successful launch and i think it's really interesting to hear what russell just said about you know we just start a week out that's super helpful i think for everybody on the call just let us know in the chat if that's been useful if it's taken away some anxiety we even like think about so if yes are probably on the list like yesterday i did a two-hour live pro funn. Like, well, literally, it was the day before.
We're like, oh, crap, I'm going live tomorrow. We haven't told anybody yet.
So, like, we had a, it was like a less than 24-hour window. I was like, how much noise can I make in 24 hours? And so, if you, I mean, if you're connected, you saw me hitting email, text, Instagram, Facebook.
Like, I was just going crazy as fast as we could, you know, in 24 hours and it's just all right and you know obviously we had a week we got way more people but the nice thing is that when we did the launch we streamed it to facebook live and so that was a two-hour facebook live and what's cool is that asset now it's on it's our facebook page uh my team's buying ads through now and so now over the next 30 days that facebook live will will hopefully get, you know, three, four, 500,000 views. They're all just pushing back.
So it's like even like the post-promotion, you can keep driving, pushing, putting fuel on that fire and it'll continue to keep putting people forward in perpetuity. That's the right word.
My water brain's getting some of the words confused. Hopefully that's the right word.
So good. So good.
All right, let's get into the next question, Russell, if you're ready. Top of the list with the hand raised is Tamar.
Tamar. What's up? How you doing? What's going on? What's up? How are you? Amazing.
So we're one new Prime Movers now. Did you see by someone in our community tattooed the entire Prime Movers thing like all the statues on their arm? It was crazy.
I was like, dang, if I was a tattoo, I'd get that totally. I was wondering if you saw that.
Oh, my gosh. My daughter's going to be the first, the youngest, or I don't know.
Part of the club, right? Okay. Here's my story.
I am doing my first webinar next week on the 12th, Thursday. And I a little bit made a mistake of starting to advertise and like put the word out a little bit too early, like this week.
And realized that there was a lot of people interested in clicking on it, came to the funnel, and didn't opt in. So hook story offer, hook story offer, can't figure it out.

Um,

so is it possible for me to just drop the link for you to give it a quick look

and see like where you think,

can she show the page?

Is that possible?

Oh yeah.

Sure.

I mean,

you should,

you should be able to do that.

Give you the co-host in.

So you promoted it.

People come to the page,

but they're not opting in.

That's,

that's the,

that's the issue. Yeah.
How many people, how many people came have what percentage opted in i don't know percentage but 10 people do you know how people 10 people hit the page or 10 people opted in 10 people opted in 80 something hit the page okay so what's the math on that my that's less than 10 percent less than 10 percent or more than? More than 10%, right? 80 to 100? Okay. Well, one was me, so no.
Gotcha. Okay.
You guys all see the landing page, right? I think. Yeah.
I was like, you look at my Slack on the other channel. Okay.
Okay. Tell me what this is because the headline is definitely the issue.
It's very generic. I'm not sure exactly what's happening.
So tell me what they're opting in for so I have a better idea. Okay, they're opting in for a training to teach them the importance of strategic alignment and why all the problems that they're currently experiencing within their company are just symptoms of a deeper issue.
The deeper issue is strategic alignment. The symptoms of strategic alignment are not reaching quarterly KPIs, not meeting their goals, disconnect in collaboration.
Like there's so many like challenges. And so because of that, they have tried, they meaning like the companies who are dealing with this challenge of misalignment, instead of recognizing it as misalignment, they try to treat the symptoms each individually.
So like, oh, you know, departments are working in silos. Let's try to increase, you know, collaboration.
You know, we don't have enough meetings. Let's add more meetings to the agenda.
We need a better software with AI to help us. But in fact, all these different solutions are just treating symptoms.
And the deeper issue is the misalignment. So we have to go to the deeper source, the teams strategically aligned and then how do we make how to make that sexy because strategically aligning does not sound sexy you know i mean for sure but at the same time it's the product directors and small business owners you know who like i have to make sure i'm talking to them like a ceo is not caring for fluff the ceo wants to understand what is this free training why am i giving you an hour of my time how is it affecting the bottom line that's why it needs to be sexy if it's not sexy not giving me out of time so by sexy i'm like they gotta be like oh i see like oh my gosh i need that like discover the shocking truth you don't unstoppable business success seems so generic i don't know what that is you know i mean versus like hey i've got this thing this is the secret this there's this thing like um i don't know do you have any industry data or stats or something like something very specific we can pull out that's like i feel like like this is the holy grail the thing i'm missing you know i mean i have i have numbers and percentages of how much time money and internal resources are wasted on um meetings as opposed to um uh collaborative workshops that come out with actionable next steps.
So is the enemy meetings? Well, meetings are one of the ways that companies try to compensate for the challenges. What are the top three ways that they try to compensate? For what? For the challenges.
meetings the one they compensate what are what are two other ones they they use to compensate software meeting software and oh yeah meetings software and um maybe like more goals like monthly monthly KPIs or goals.

Okay.

And then what's the pain point they're in when they come to you?

Is it their business is shrinking?

It's failing?

It's just not growing?

Yeah.

Customer satisfaction scores, customer engagement scores are going down.

And monthly KPIs are not being met.

There's disconnect between product strategy and business strategy.

Product strategy is not executing on projects that ultimately deliver ROI and results for business objective goals. Okay.
So something I would do then is I would call that out, right? So it's like, attention, are you struggling with customer metrics or are your team never hitting their KPIs? I mean, that's a key one. Like, is your team never hitting their KPIs? You probably think it's either, you know, your meetings, your software, or whatever, but the reality is it's not.
I've had a chance to work with X amount of business owners, and there's one core thing that all of them are missing. That once you're understood, literally knocks all the rest of the dominoes down.
During the chemistry with that one weird thing is that almost all businesses are failing at, that if you can apply, then, you know, something like that. Now it's like, what's that one thing? That's sexy.
That's interesting. Like now there's enough intrigue to actually register.
Does that make sense? Absolutely. Like the goal, for me, a goal on a registration page is at least 30%.
Like that's always the number. So you're at 10.
So you're about a third of the way there. So the ways you increase conversion on a, on a reg page is always curiosity.
Like how to make this more curious, but curiosity, like in specificity, like the more specific it is, but doesn't tell them what it is. Does that make sense? It's like, it's like, there's specific thing that you're missing.
That's like, that's like right in front of your eyes, but you're missing it. But if you figure that out, so it's, like.
So it's all here. It's just in the wrong place.
So you, like, is this training for me and my business? Okay. Well, over here.
Right? So it's, like, are your teams operating in silos? Are you frustrated with temporary fixes that aren't actually providing sustainable solutions? You should give up this two. I mean, it's good.
Be ready. This spot on the page.
I mean, like, right above here. Like, something like the number one thing, you know, like, hey, is your team consistently missing KPIs and nothing you're trying seems to work? If so, but, you know, so like they just call it the core thing up here.
I think this is great down here, but just the core, the core, like you must most of my like attention. Are you someone who wants to learn how to, you know, somebody who's struggling to make their own product and want to white label their own? Boom.
And then I'll push them a white label product, right? You know, or something like just calling them out at the top i gotta picture myself with the food court of the mall and i'm yelling out to see whose people's attention i can get right like attention like something like what's the broadest that i can capture they'll get the most people raise their hand i guess you're my call outline and then boom from there it's like okay how to make this curiosity and specificity without them knowing what it is like that's the thing that then gets them like ah i gotta give my email and then not only do i have to give me email now i always have to show up because i can't answer this question and i've been trying meetings i've been trying this i've been trying like these things are working therefore i gotta figure out what this one thing is that's okay it's them to register and show up okay super fantastic thank you yep no worries we had um uh um mike and aj were in my air circle back in the day and they had a webinar registration page that was similar to this one like it was very specific and all we did for them is just make it like it was like it was like how to make money uh doing local reviews for companies or something register here and it's like they were paying like 30 per opt-in because like it was so like people they sound like i know what this is or it's like, you know, so it was like no one registered

and all it is,

we tweaked it to like

the number one secret

to make money

in the local markets

and it's not SEO,

PPC,

and we've named off

like 20 things it was not

and then people are like,

what is it?

And their cost went

by $30 an opt-in

to $5 an opt-in

and their show up

right with like 20

to like 40%

just because people are like,

it's not only things

that I'm aware of,

what's the thing

that I'm not aware of?

It's actually the secret sauce. That's what I have to do because there's so many things it's not.
Yeah, talk about things it's not. We call it a blind offer.
You don't tell them what it is, you tell them what it's not. They're like, but what is it then? It's like, ah, come and find out.
Blind offers work so good, especially on registration pages. Okay, awesome.
Okay, thank you. Yeah, no worries.
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Again, that's northwestregisteredagent.com slash R-U-S-S-E-L-L. Next up, we have Daniel Plummer with Andres.
Daniel, are you with us? Yes, sir. Can you hear me? We can hear you.
How are you doing, man? Hey, I'm great. How are you? Great to see you again.
Doing awesome. Yes, great to see you.
Thank you so much. My question, I think, overlaps with the previous two people.
So currently, my business partner and I, we have a $47 monthly coaching program. And what we found is we're attracting the wrong audience.
So we're attracting people in their 20s still living at home. And $47 is a lot for them.
So what I'd like to do is a one-hour perfect webinar for a higher end product like $9.97 and then close them at the end and then do the $47 monthly membership. So my question is, is our perfect webinar too long and are we going to do the same thing as a challenge, which is promote the live stream for seven days up into that? Okay.
So right now, your membership site is $47 a month. What are you teaching? Are you at crypto? I'm guessing by address.
Yes. So I'm teaching crypto and sales and marketing with ClickFunnels.
And he's teaching social media influence and marketing. And then he has, we're doing wealth, health and relationships.
And so we both do relationships, but he does a 30 day meal plan, a seven day exercise plan. So we want to attract 30 and 40 something year old small business owners who have busy lives.
They want to stay in shape. They need a meal plan.
They need to continue to market and build their social media presence online. And I think doing a one hour perfect webinar and promoting it would be the right thing.
Okay. So it's a very interesting offer.
There's a lot of things in there. crypto marketing food plans when you sell are you selling all those things uh um that is kind of what we're trying to you know under the umbrellas of wealth health and relationships is it too much because i'm getting the feeling that it is probably too much yeah not that the fulfillment's too much but this like like you could still have all that in the back end but the um the selling part is is too much i see a lot of people over years try to do that we try to sell all three of those things and it's confusing because someone will come in for one or the other and they may want two of the things but but when you try to all three it's it muddies the message right so when i'm selling anything i want to be super clear on like here's the here's the hook here's the result here's the outcome but you could have like if this was if it was me like let's say here's the back end membership that has all those three things right but on the front end we just sell this one or this one and you have three different webinars each folks and each individual one but having one webinar that pushes all three is going to.
It's going to be really, really hard to make it work. We have the same thing like in our back end, the Prime Mover coaching program, right? Any of you guys who are Prime Movers, there's three coaching programs back.
There's the Dan Kennedy one, there's the linchpin one, and there's the Prime Mover one, right? And it's all in the member site. But when I sell it, I don't sell all three of those because this gets people confused and overwhelmed.
So I just sell, like Dan Kennedy's people, we just sell Dan Kennedy's coaching. The linchpin people, just linchpin.
Prime movers, just prime mover. And they come in there, all of them are in there, but I only focus on selling one.
Anytime I introduce the second one, conversions drop because people get overwhelmed. And so that's one thing to kind of think about.
Yeah, I don't know that's the question you asked, but I'd be thinking about that because it's probably causing some issues. So then if you do want to go to a challenge or to a webinar, it's being very specific.
Okay, this is our health webinar. This is our wealth webinar.
This is our, you know, like, and just do one specifically that we can call the right people. You can talk about the right pain points and you can bring those people in.
And then it's almost like the bonus, like, oh, there's a bonus. You all can get all this and this and this, but like, this is the core thing that you're coming into our world for you.
Does that make sense? Yes. Yeah.
Yeah. I needed to focus and concentrate more like what you're describing.
So I needed to hear that. Thank you so much.
My second piece of advice is if you're charging $47 a month, which is not very much money, and you're bringing young people who can't afford it, and you want to not have those people, one of the easiest things you can do is just jack up your prices. And that'll, by default, weed out people who can't afford it.
And then it'll attract more people. Like if it was something like me coming in i was going to learn let's see i was going to learn crypto or marketing and it's just 47 bucks a month i'd be like this has got to be like a cheap thing for little kids you know and i wouldn't buy it but you want to attract premium people you gotta charge premium prices you know i mean because the premium person's like i've had things i bought like uh like i bought a hundred thousand or a mastermind because a hundred thousand dollars like if it was it was a five thousand or a like ah it's not worth my time you know so it's like thinking about that to your pricing it's like you have price towards the dream customer you want so i get the person you want if you want somebody who's making six figures a year then then you reverse engineer the price and the offer everything to that where it's like hey you know this is i'm making six figures you should be able to invest two thousand dollars for this thing okay so based on that like what's the language i gotta do to attract two thousand dollar person what's the pricing but you know you come in with the low ticket 47 thing to keep some all these things the person you're gonna get is going to be a lower ticket person you know i mean so just thinking about that's designing it personally yeah the problem exactly that's what we're having And so I think that we just need transitioning into the new year is we need to just say, OK, we're probably going to take a short term hit by letting this lower membership go.
But we need to focus on high ticket items, high ticket clients, because we have some good products and some good offers that are worth it. And I think we, we, I think both of us over the last probably three or four months got into, okay, what do I need to do to pay the bills and stuff like that? And, and we just need to let go of that.
Thank you. Yeah.
One thing to do, like, cause don't, you don't want to like kill the thing that's, that's supporting the business though either. So what I would do is like, I would just tell everybody, like at the end of this year, the price is going from $47 a month to $97 a month.
But everyone who's already in, you grandfather in and you're locked in and you get to lock in here. But if you can't just come back, it's $97 a month.
What will happen is you can do a whole campaign around that. So between now and the end of the year, do your whole campaign.
Like January 1st, we're doubling our price. We're doubling.
Get in, get in, get in. And now you get all the people come in to lock in that price.
And now you got this base of that are really awesome you raise the price 97 and now you can go after this new market at 97 does that make sense that way you don't lose like don't just shut down you lose the right okay instead of using as a marketing use it as a marketing dramatic demonstration like we're literally doubling the prices like that like you know people have summer success all these good things happen we're doubling the prices but you got you know 20 days 10 days five days one day to lock in and push people that promotion they come in and you probably double triple your membership base just on that and then again now you raise the price now you got a bigger foundation to keep you stable and now you start attracting people at the right price moving forward okay excellent excellent because i'm using grant cardone and once i get people on the phone, I'm closing them.

So that is definitely going to work.

So I appreciate it.

Thank you so much.

And the last piece of advice,

I know that we're way over probably time,

but the last piece of advice is like,

that you said that you want to do a webinar.

Cool.

But you can pick one of the,

either health well through it,

pick one of them,

one topic,

one idea,

one hook,

one offer.

And like,

and maybe January 1st,

that's what you want.

And then you launch the webinar version

where it's going to be a thousand,

997 for 12 months access to the membership site, plus, but the, or everything might be. And that's what you want.
And then you launch the webinar version where it's going to be $1,997 for 12 months access

to the membership site plus Bobolio,

whatever the thing might be.

And that's how you kick off your payment plan.

You're right, man.

Thank you so much.

I really appreciate it, everybody.

Hopefully it helped.

No worries. Thanks.

Thanks so much, Daniel.

Russell, amazing as always.

Lots of people enjoying what we're doing

in the chat right now as well.

People, let us know in the comments if this is useful uh next up in line is mark davis uh mark if you want to unmute yourself first of all i i uh had signed up last year i just re-signed up last secret was fantastic so which kind of leads into my next question so i've been going through that that that series of videos that you created and I just finished up with the umbrella site, you know. But in the.
So part of my question is, in your videos, you mentioned something about I think it was like Friday with Russell or, you know, signing up for that, you know, where you build the. Do you still do that? Because I tried to sign up and I don't know if it worked or not.
Yeah, we're about to relaunch that, so. We do a thorough reply it's like five or six years and we're taking the year off, so we're going to relaunch that.
Potentially be in, I'm not sure, in the near future, yeah. Because when I signed up, I didn't get a, like a login thing, and so I thought, well, maybe it's, like you said, maybe they're taking a hiatus or something.
So I just wound up. So I didn't think I did something wrong.
So it would actually be the hour prior to this hour, um, moving forward every Friday. So that's kind of where we're, we're walking it out.
Cool. So that kind of leads in.
So, you know, obviously I'm, um, I've been doing, uh, um, one foot in a way, but also you talk about, um, you know, picking one person, you know, and not being distracted with other gurus or mentors or whatever. So, well, you're the guy.
So, but my question is how, some of this is just philosophical, not really, it's sort of, it is ClickFunnels related, but you talk about, you know, shiny object syndrome and how do you even avoid that within click funnels? For instance, one funnel away. I'd just make a bunch of shiny objects for you guys and sell them.
Right. Exactly.
Well, thank you. And I'll, yeah, I've noticed that.
And so, you know, I'm thinking, okay, so I'm in one funnel away, but I've committed to, you know, getting up early and I've been going going through your other that other training and it it seems for at least me personally i i have a program that i've that i want to build but then with the last secret you talk about the affiliate and all the um the um software and so forth and it kind of seems to me i'm thinking well cut your teeth on that and then build out your own program but again i thought i got you today why not ask yeah you think about like one funnel way right it's all about like figuring out a funnel to sell a product uh the last secret is like us giving you six products that are done so it's like it's it's the shortcut but if you look at the marketing the marketing what we're teaching in one funnel way versus uh in there versus my books like the marketing strategies are the same right it's like create an offer create a funnel drive traffic to it so what the last secret is it's just shortcut now it's like okay now you have a product already and we're giving you funnels and you know driving traffic but again the concepts are it's not like we're reteaching everything it's just through different lenses on how we teach it so um i i would say like what you're doing is right um i think i still think everybody i talked about in the webinar like long term everyone should be creating their own products but this is a shortcut where it's like cool here's six go start selling right now that we can kind of practice while you're building another thing or it's like hey take like the membership that we gave you for example and like that becomes a base and start adding your own content to it now it's like now you have this thing that's your own plus it's got other stuff in it you know so it's like it's looking at just speeding you up by giving you you know products that are already done um but the model doesn't shift you know the model and if you go through any of my programs the model is always the same ears this will offer funnel drive traffic you know dot com secrets extra secret traffic secrets like um and so um we skimmed it lots of different ways so i don't want you to have one like this is a whole new thing say no same thing this is just you know i'm teaching in a different a different way to to apply the product we're already giving you whereas oh phase more like all right you're gonna create your own product and plug it into this this framework right but it's the same it's the same framework the frameworks don't ever change well so someone who's never built a program do you suggest doing the the pre-built, cut your teeth on that, and then migrating over to your own product? For sure, yeah. I started selling other people's products.
I started white-label stuff just because I want to get cash coming into work quicker. Who takes the longest in this business is the creating the product and then sales letter and all those things.
And so I think it's a great shortcut to get to get started um and and like it's you're learning the skill set you're learning funnel building you're learning traffic generation you're doing stuff you're generating revenue and now it's like okay this is working and then you know as you're building your own product now it becomes easier because you have you know there's not the pressure and the stress of like i gotta get this done i gotta get this done it's like oh i'm selling something that's converting already and then you add things on. So that's how I would look at it.
Cool, all right. So if I have a couple minutes, on a kind of a side note, a while back you did a video, a YouTube video about your son and whether he was gonna stay in school or not.
What did he end up doing? Yeah, he did graduate by the skin of his teeth. He dropped out of traditional school.
We put him in another school. It was better for him.
Yeah, it's crazy. He turns 19 in like a week.
They're twins, so they turn 19 in a week. But they both graduated.
One of them by the skin of his teeth. But we got it.
We got it done. And then finally, is one of your favorite movies Vision Quest? Oh, I love Vision Quest.
A loud swaying, yes. Yeah, I figured.
Anyway anyway thanks for your time your opinion is great i appreciate it oh thanks mark i appreciate it those who don't know vision quest is a wrestling movie from the 80s or yeah it's um uh matthew matthew bodine who was like uh the doctor on stranger things was the wrestler main character when he was in like high school so there's one clip from that movie that's one of my favorite of all time um man we should like find and show it to you anyway it's it's a great movie and i guess it was like a good movie for the 80s i love that movie i love that movie so great all right thanks man yeah so good so good um next up We have Pamela Elaine in the lineup. If you're on mute, Pamela Elaine, how are we doing? Pamela.
Hi. Hi.
Hey, Russell. Thanks so much.
I just finished the funnel 10-day training, and I am now working on my first BSL funnel. And I've found that I'm not only stuck but a little confused and I was wondering

if I could share my screen so you could help me through the main area I'm stuck in. Yeah for sure.
Thank you. I don't understand and I did the full training so I feel a little silly that I don't understand when I did the training.
But the difference between this page in terms of what I'm unlocking for the person who opts in. And then the second page, which is another video.
I was like, what's going on here that I'm supposed to. So this is the page that has your video sales letter on it so the video is only on this page oh and so the first page is a squeeze page so it's bribing them to give you the email address to watch the video and then these four of these things down here those are like showing what's inside the video so inside the video you're going to to learn this.
And then you're going to learn this. And so these are all hooks to get somebody to give you the email so they can watch the video on the next page.
Okay. So that's just so simple.
So right here, oops, right here though is a video to entire, oh, it is not. No, I don't ever put, I rarely put videos on a registration page.
It always seems to slow

down conversions. Sometimes I'll put a picture

of the video so they can see what the video looks like,

but they can't, but they have to opt

in. They're putting an email address in to be able to go watch the video.

Okay, gotcha. And then

this is where all the meat takes place.

Yep. That's where the selling

happens. This is where the selling happens.

And here,

in today's presentation, is what

I just said on the first page that

they opted into. Yep.

Thank you. happens this is where the selling happens and and here in the today's presentation is what i just said on the first page that they opted into yep okay and then and then i don't do i have to have all of this stuff i don't have all of this no we do video sales a lot video sales a lot of times just a video and then the order button underneath and that works great um so you can you can hide the copy you can delete it you can add to it you know kind of whatever you want but there's different levels like again a lot of times we have just headline video and order button sometimes we add in that that video spoiler box as the four blocks and it's end in full sales letter it's just um yeah there's just different okay you definitely hide all that or delete all that and not have to worry about it okay that sounds good that that was very simple thank you so much no worries congratulations making it through yeah awesome this comes up quite a lot russell as well where people get a template and we've got lots of things on that template or going down the page and then it's like oh man now i need to create this thing and this thing and this thing and i think what you just said there just delete it yeah just to re-emphasize that it's cool to just remove stuff that you don't have right and just work with the the video the button maybe a little bit of text you don't need to you know go and hire a designer to have a big bunch of stuff if you don't have it yeah well we give a template it's kind of like imagine like we design a house and it's got like 50 rooms and we're like here's here's the blueprint you could build a 50 room house if you want to you know but i on a third of an acre like cool then just take the two rooms that fit and just get rid of the rest you don't need to have that unless unless you want to you know for me like obviously i've got a whole team and we got people so we we we do a lot more copy and like a lot more stuff which usually helps conversions but at the same time it's like it's not necessary to make the money but it's there so it's like when you want to have a 50 room it's all there, or you can just cut it off because you don't necessarily have to have that.
So useful. I don't know if that analogy made sense or not.
As I'm saying, I'm like, is that the right analogy? No. Anyway.
Yeah. I think as you start to, you know, you've done your first launch and then you've done your second launch, then you start to get like testimonials and things from your from your customers.
You can add that. That's for adding those things, right? For sure, yeah.
So good. Next up in line, I think we have Michael.
Hey, guys. What's up? What's up, Michael? Tony Robbins crew.
Let's go. Yes, let's go.
Let's go. Nice to be here, and thank you, guys.
I've been working through my funnel. And I've been super, I've been sitting here for weeks and I've been like super positive.
And this is the first day I get some doubt. I've been running ads and I was like, because I thought I found the grail.
I find the things that I can achieve my dream with. And I'm confused now.
So I need a little bit of, of guidance. And, um, um, I've been running ads and I spent, uh, I think I spent 80 bucks on three different ads and I got like a hundred people coming through the funnel and I had 10% opt-in, but I had zero sales.
And I was like, I started, my mind started like, am I communicating wrong? Is it too expensive? Is this going to work? Like, there's a lot of things and I, like, should I keep... 80 clicks, 10 opt-ins, zero sales, is that right? Zero sales, 100 people and 10 10% opt in, 10%.
Okay. So good news for you.
Your numbers are way too small to know what works or not. Because think about it, like a good sales page will convert it, you know, two or 3%.
And so if you've only had 10 people actually see the sales page, we have no idea if it's good or not. Because there's only 10 people see it you know we need we need a couple we have three or four hundred to be able to like actually make a good decision uh yeah because it's hard to know now one thing we can look at right now though uh you do have enough data if you're at 10 opt-in rate like there that's definitely a choke point now like we want to get closer to 30 so that'd be the piece i'd be looking at right now is how do we get to 30 um and then and the next thing is like we need to get leads i mean a minimum of 100 people to the sales page to know if it's still no sales after 100 you know maybe 200 then it's like okay now we have addressed that but right now the first step is just addressing the the opt-ins so do you have that page can i see it or um yeah yeah sure um definitely and i can share here as you're pulling that i'm gonna think about like this whole this whole game is a numbers game right it's like um uh in fact one of my friends wrote a book it was like how i made 100 million dollars even though 98.6 people said no to my offer because he had like a whatever 1.4 conversion rate and he had a 100 million dollar company and so it's like this is just a numbers game you know even my best offers you know we sometimes we'll get eight percent conversion rate on a free plus shipping offer right it's like you know that means 92 percent of people who came did not buy but that still can be a huge business so it's just understanding that the whole thing is the metrics and numbers game the uh one that kind of like feedback that i got is that people i kind of like limited all of the text on just so i had the video.
And there was a lot of people that are like, oh, I can't see the price. It's only a video.
And then they didn't watch the video even. Can I see the page? Yeah, 100%.
And when I used to sell, this is an event, when I used to sell it face-to-face because I used to use KBB in 2018 where I got leads and the leads I called, I almost always got them to come to my event. But now it's like, because it was so much job to get like 30, 40 people to come and just call everyone up.
And so I wanted to find a way where... Is it a paid event or a free event? It's an in-person event.

Is it paid or is it free?

Are they paying for it?

They're paying for the event, yes.

What's the price point of it?

I put, at that time, I charged $250.

This time, I charged $199.

But maybe I'm completely out.

I don't know. This is my, like, this is the page.

Is it?

It's me.

And then it used to cut here.

I put it back now, but it used to cut there, so it was only this.

And then the feedback that I got, the people were like, oh, I can't see.

But, yeah, and then just before I got on the call there, I changed the price.

Is that a, I don't know should I I put 99 instead so walk me through your business model so someone's coming here they're buying take to the event it's a live event then they're coming there are you selling something at the live event so on stage I sell for example coaching so in the end of it I was like okay if someone want to go deeper with me see you in the end of the um of the room really matters if he's getting people getting butts in the seats getting people in there right yeah 100 yes so for me that i price it based on whatever it costs me by ads so i'm 100 like if you get any of my funnels all the front end funnels are built just to liquidate my ad costs so like if you look at selling online is my, my three day event that we do every month, like we have a hundred dollar ticket, $200 upsell. And like all that money goes a hundred percent into ads.
So like, that's what we're looking at is like how, when you start buying ads to this, like how much does it cost you to get someone to buy? And then that's where you price that. Does that make sense? Yeah.
So, because if the number one goal is get people get butts in seats, like, Hey, let's, let's do whatever we need the this is an in-person event do you have pictures of you doing it in person i have a very few because at this point when i did it in 2018-19 i i didn't have any camera dude that so it's just a few really bad pictures to be honest okay um when's the event happening in j i took it a little bit later now so in january 26 so i have like two not really two months but almost okay so i would do like part is you gotta like you gotta build the the excitement for the like the event you know so if you don't have event pictures or footage yet make sure number, is you hire a photographer and someone to video. The events, you get that for the next time.
That always helps them make... When people come to Fun Alcien Live, they see the videos like, whoa, what's this happening? I need to be in that room.
But when we did the virtual one last year, we had never done it in there before. So I actually, I just rented the studio for an hour.
And we went in there for an hour and I got pictures of me. filmed we talked about the event this was gonna happen this was gonna be at it's gonna be so cool you know like kind of painting that picture so they can see what the experience is gonna look like it's like i don't recommend you almost do now i get go to the venue and like record your video sales letter from there and like show them the vision of like hey this january we're doing this thing this was gonna be at this what you're gonna learn what you're to learn, all that kind of stuff, just to make this really tangible.
So it seems real. Right now, it's hard for me to know that this is a virtual event, a paid event.
I know it says somewhere, but you know what I mean? Yeah, 100%. So I think the easiest thing I do is film that, like this video, refilm this video in that location if you're able to.
Yeah, because because this one is just basically here and yeah okay i've been struggling with kind of like pointing out my message in like because there's so many things that we do and the things that we do is often not compelling for the mind like when we go through a trauma healing thing through with someone where they cry their eyes out and then after they come feel like completely free that thing does not like really people don't want that oh they want it yeah they want it but they kind of like the first they think they can take some pill and then they just sort everything out yeah you know what know what I mean? The people who are coming to this, you say, highly sensitive person, healers, cycle breakers, empaths, and black sheep. Do your customers, do they connect with those words? Is that what they're like, I'm a healer? Or are they someone who's trying to be healed? You know what I mean? Highly sensitive people is often what is...

Highly sensitive, like, are they struggling?

Like, what are they struggling with typically?

Is it trauma?

Is it...

Yeah, so they're basically becoming sensitive to everything

because they got so traumatized as a child.

So they have to be on alert on everything.

So their nervous system is, like, basically on fight-and-flight mode.

Okay, so my...

I mean, my headline would be something like, for highly sensitive people who are struggling with childhood trauma, does this sound like you? Are you da-da-da-da-da-da-da? So we're doing a one-day workshop to help give you a breakthrough, to break free from the childhood traumas. Imagine coming in and, you know, something you've probably been trying to heal for 20 years and been stuck.
You know, imagine coming for one day and in one day that's finally gone. It's finally broken forever.
That's what's going to happen in this workshop. And now it's like, Oh crap, that is me.
I haven't been struggling 20 years. Like if I could solve it in one day, like I'll be totally, you know, like that'd be the messaging I'd be pushing.
Amazing. Yes.
I think I've been, because when I get that, when it feels like when I got that dialed in so it speaks straight to them i think then it's it's it's it's all easy but i think now it's been so many like what is it really you know what i mean for sure for sure yeah definitely it's definitely like you're calling like six seven different groups of people and then and then it's like you're ready to become high vibe and easily track everything you want but i don't't think that's like moving towards pleasure, which typically what converts better most of the time is moving people away from pain. So what's the pain that they're in? And the goal of this event is to take them from the child to trauma and get them out of pain.
And then like what happens traditionally. So if you look at like, again, NLP, right? Moving away from pleasure or towards pain.
These are the two directions that most humans are working in in their life, right? And so us as entrepreneurs, we're typically people who are moving towards pleasure. And the biggest mistake we make is when we talk to our audience as if they're trying to move towards pleasure.
And that's really what's actually happening. Most people buy something, especially on the front end, because they're trying to get out of pain.
So traditionally what will happen is your front end messaging is all going to be out of pain, from trauma like getting out of pain. And in the event, then this is where you're selling aspirational, right? Aspirational is coaching now to get you to, you know, boom, like towards pleasure.
But you got to get them out of pain before they're willing to think about moving towards pleasure. And that's what the, like, that's the Funnel Hacking Live is, right? They're coming, getting out of pain, painting a picture of the future, and then we're moving them towards pleasure.
And that's how they move towards coaching program the higher end things that make sense yes makes sense cool great perfect amazing how exciting yeah it's I'm I'm actually this is I think I've been this should be done a long time ago so now you got it happened in January so it's time to start running yes yes yes yes perfect amazing well thank you yep congratulations good luck on the event next month yeah thank you awesome michael uh russell thank you for that one um are you on for this just this hour or are you for the full just the top of the hour so we got another nine minutes we want to more in nine minutes we can get two more in we will use the timer uh next up ryan ellison hey hey can you hear me okay hey ryan how's it going good to see you russell man you do um i'm with mark a little bit i have to say that you make so many shiny objects that i don't i mean sometimes i'm stuck in my office going i I don't know which direction to go. I mean, that's, and it's a compliment, but it's also, I don't know.
I'll just leave it as a compliment. You're very good at what you do.
We appreciate it. And thank you so much for being on.
This is, you know, Dante's great, as you already know, but Danny's been a great help. And, and you being on, you know, you $100,000 to talk to one person and you're on for free with us.

I think it's absolutely something.

It's amazing.

I mean, I don't know if everybody realizes what we've got when you make an appearance here.

So I just wanted to, you know, thank you for that.

I appreciate that.

Truly.

So I'm banging my head a little bit on if I can share my screen, Danny.

Man, conversion is tough. I can drive traffic.
I sell a product. It's called LegalShield.
It's a legal plan for small business owners. It's kind of where I've focused and niched this out.
I'm going to share my desktop here. LegalShield, that we're marking opportunity? It is.
And I steer clear of that on this, but I'm thinking maybe I should be diving in on that side as well. Was it, it needs to be prepaid legal or is it a different company? It used to be, yeah.
So LegalShield, we became LegalShield about eight or 10 years ago when someone paid a lot of money. So I don't market LegalShield because there's too many little weird angles with our company of how to market using the word LegalShield.
So I'm kind of stuck with, so I created Business Guardian to sell to business owners, but the end of the day, they're still buying a LegalShield business plan. So I think it can be confusing, but that's not the conversion problem yet because they're not even going to buy first with my pages.
So for me to say that it's that is not quite there yet. We've done some good things.
I don't know if this page is annoying to you or if it's – I don't know. Conversion is tough.
Hook Story Offer has been something I just continue to focus and study on. And Dante helped me with a lot of this verbiage because it was terrible before.
So here's the two pages that I use. Both are very similar.
So I was doing a split test. We got a lot of traffic.
And I'll just really quickly show you. I mean, we got 13,000 impressions, 9,100 reaches on all these ads, right? So our cost per click is pretty good on the average, but it doesn't matter because the conversion rate of page views from all those 13,000 got to be about 603 on our pages.
And literally no one yet has made the purchase to buy. are you selling it on a page or are you purchasing a webinar? We scroll down so you can see what's happening on the page.
Yeah. So this is a schedule and appointment.
Okay. Book a call.
So, so I've had two people book a call. I've actually had four actually do the deal of booking a call.

Only two were real people.

The other two I don't think were.

So I may have a future sale I've got to follow up with in January,

but it also could somebody be pushing me off. So I'm thinking about changing it to going to the perfect webinar

and doing the perfect webinar in – What's the price what they're selling and what's your commission on it? So the normal plan, which is about $1.60 a day, it's $113 a month for a business owner. I'd make about $900 to $1,000 on that at my commission level.
Are they paying for it?

They pay for your upfront, is that why?

No, we do.

We get advanced commissions.

That's still a monthly rate, but we get an advanced commission.

And on month 13, we start to get overrides.

I mean, if you sign up for a $100 deal and you get paid $900 right out of the gate?

Yeah, because now if they canceled before the 12 months, there would be a chargeback just like in insurance.

Okay. Oh, interesting.
like in insurance. Okay.

Oh, interesting.

Okay, cool.

Yeah.

So this is the most lucrative side of LegalShield. I mean, besides building a huge team, which I have a good-sized team, getting people to do some things like herding cats, it's not easy.
Um, so, you know, I focus a little bit on the small business plan or the, the business,

the, the plan to employees as an employee benefit. But I thought maybe I'm going at the wrong angle.
And I'm okay with scrapping this and doing the perfect webinar and putting on an event once or twice a week. I just maybe just would love your eyes on, should I redirect redirect this is this a page that's just off-putting um no the page isn't bad um the question though is like the hook you're right like is is it um because you're targeting people 0 25 employees like the traffic you're driving what type of people are coming to right now? Are they like new entrepreneurs? Are they existing businesses? Yeah.
So, um, mostly existing businesses. We we've changed the ad set a little bit as far as the demographic of who we're trying to get.
Um, we can serve any businesses, but Dante said, you're, you're just looking at way too many. So let's focus down on something.
So that's why we came up with this little line, zero to 25. I mean, we could handle your business or a business with 2000 employees.
It doesn't matter. But most of those companies have in-house counsel.
So the zero to 25, zero to 50 is probably our niche, really. Yeah.
Yeah. I think that hooks for me because you're right.
like Like at a certain spot, you get in house counsel, which then you're in house, um, in house counsel, you're looking at, you know, 250 grand a year. Um, if you're outsourcing it, you're looking at depending on the law firm anywhere from 200 to 700 bucks an hour.
Right. Like at least that's, that's what we were always paying prior to us getting in house counsel.
So I think it's, it's, it's almost like almost like showing that like like there's this gap for businesses in the middle where it's just like you know you're paying this or you're paying this but like you know so i'm trying the best way like how i do that hook but but conceptually that's i think you're close um i want to show you something my son-in-law who's in in the marketing space um and he's a coder so he built this on his own on his own platform and we tried running it and we didn't really get anything it is much simpler i mean it looks really clean and nice compared to mine uh but it didn't convert either um so i think i think this page looks great i think you need a video cell a video cell above it he's got it down here but yeah it's not on the oh it's got to be the top i know i don't he so the order for me for the the message for sure um i mean honestly if it was me i i would go back to his page i actually like his page a lot um but i would have getting the hooks the hook's not right though a business guardian for like having a vsl abovebbers got headline video and the video plays and then after five minutes then boom the order form pops down below but they come too quick and they see that people bounce too fast you know um like you gotta you need to have enough time you know the hook story offer you have to have enough time to tell the the story to before you reveal the offer if they see the offer right out of the gate that most times sh shies people away. You know what I mean? Right.
And so for me, I'd have a headline, something like, you know, if you're a, like in-house counsel is a minimum of 250 grand a year, hiring lawyers by the hours, like, you know, $150 to $700 an hour. Find out how to get, like, a staff of lawyers working for you for just a dollar 63 a day watch this video to find out how you know something like that and then boom the video comes in and now you have a chance there's the hook you have a chance to tell the story of like you know um legal guardian how you know how it works and like why it's it's possible and i would i would lead lead into fear as well like fear is a good thing to know, because again, you get in legal trouble and all of a sudden now you're at 50 hours legal fees at 300 bucks an hour.
Like that's the car. It's like, this is like insurance that you don't get in trouble.
You know, like that's, I've been leaning in the VSL into that really heavily because you create that fear. Like that's, I mean, my dad sells insurance.
Like he sold insurance for years. And the biggest problem he always had, he's like, life insurance was the hardest thing to sell.
Because nobody wants to think about it. He's like, it's really hard.
But it's the thing they made the most money on. And so for people who buy life insurance, you have to infuse fear or they're not going to do it.
Because they're like, oh, I'm fine. I'll live forever.
And that fear is the only thing that gets people to actually move. And so I think for this, the same thing.
It's like, oh, yeah, that sounds kind of nice. But if I get sued, I'll call them up and say, literally, insurance you need to get this now like this is you know and then i find a couple horror stories of companies didn't have and went bankrupt because because there's millions of them right um like i'd be weaving that fear into the vsl because that's the core thing you're missing and then that's the story that leads to the offer like boom and then this part of page comes down and they can sign up so you you like this feel better than this is this more uh loud and confusing than not necessarily but i don't i think i'd have just a headline and a video and so i'd have headline video right there like i wouldn't have all the bullet points and stuff right now it's getting too much into like the it's getting too much of the offer before they know what the what the story is right got it and so i mean it's as simple as just like getting rid of the bull portion right move the video there make it bigger um yeah his his is pretty simple which is nice but you're right no video here you have to scroll down for that uh and i would get rid of like business guarding you're the logos like those things oh like 99% of the time logos just there to feed the ego of the entrepreneur.
They don't actually help conversion. The word business guarding doesn't help conversion.
Like I always get rid of all that stuff. Yeah.
Being so big, it doesn't make any sense. Yeah.
I just have headline VSL and then or form pops after when you get to the offer section of the video, which could be three minutes in five minutes in, whatever that looks like. And so last question, because I know I'm over time.
Would you do on this type of thing? It seems like consultative selling where I need to talk to the business owner for you to make that decision. So it feels like we went to schedule a call versus like just buy now, just buy the product.
It's easy. It's a100 a month.
It should be a simple business decision owner thing that they make. But scheduling a call was like nobody was buying, so we switched it to schedule a call.
I don't think you need to schedule a call for this offer. I think if the VSL was correct, I think it needs to lead more into that pain and the fear of it.
I think if you pay the picture right, then like, oh, man, and that could be a pretty easy sell to get them in. it's just it needs to lead more into that pain and like and the fear of it i think if you paint the picture right then like oh man and they could be in pretty easy sell to get them in uh it's a if the vsl is not selling correctly then it's when you need to push to a call and stuff like that but i focus a little more effort on the on the vsl and um trying to weave some of that fear into i mean look at the perfect webinar script and like weaving that in there and like trying to trying to weave that um the the fear into it you know what i mean yeah phenomenal awesome well good good thank you so much russell appreciate it happy on your five-day fast i did a four-day and i was uh i was i was taking naps way too often so i'm excited tonight i think eight o'clock my clock and for five days thanks for all you do sir appreciate you thanks right we are just past the top of the hour russell appreciate you as always danny thank you thank you thank you oh you guys thanks for

spending the hours they hopefully got everyone got something of value from this uh i wish i could

spend all day and answer every question hopefully they get you guys some good i you know everyone

got something from everybody else's thing as well and um i'll be back again soon you guys i appreciate

thank you danny see you later