From Creating Noise to Solving Agitation: Q&A from the OFA Challenge

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What's up, everybody? Welcome back to the Marketing Secret slash Selling Online podcast. Excited to be hanging out with you guys today.
I just got off a Zoom call with all of our One Funnel Away members, our OFA call, doing Q&As. And we had some really cool things.
In fact, we kicked off the session today talking about, you know, figuring out marketing, like how to actually market, how to tap into the existing excitement and energy of things that are happening around you to be able to get your message out to more people. Let's talk about that for 15, 20 minutes.
And we did some Q and A's and I think there's some really cool stuff in here. So, uh, I thought for this episode, we would dive into some Q and A's.
I hope you guys enjoy it. On top of that, um, if you haven't yet and you want me to answer your question live, you should come hang out with with us.
All you got to do is go to onefunnelway.com. It's a hundred bucks.
You come in there, you get three months of ClickFunnels for free, and then you can jump on calls every Friday with me and do Q&As. And so if you want to not just hear these things on the podcast, but actually be part of it, go to onefunnelway.com and come hang out with us.
So with that said, I'm going to jump into a Q&A episode with you guys, going to some really cool things about finding your message, to the world I think you're gonna enjoy this one, especially the very last question. I talk about Problem agitates solve and start agitating some stuff and I think you guys are gonna really enjoy that So thanks you guys so much and I hope you enjoy this episode 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 gonna show you how grow, and scale a business online.
My name is Russell Brunson, and welcome to the Marketing Secrets Podcast. We have the man, the myth, the legend with us today.
Russell, how are we doing today, my friend? Amazing. How are you doing today, this beautiful Friday? Doesn't that just warm our souls? We get to see a Russell come on screen.
Amazing. Ah, gives me goosebumps.
Great to see you, man be fun yeah me too i'm really excited and hey i know we have as always gang russell's got a crazy schedule so i really want to maximize our time together for this first hour we're going to talk marketing today i know we've done a lot over these past weeks and you guys have been really doing amazing putting to work the things that you're learning in the challenge we're super proud of you and we want to give you ammunition things that we can start doing to further our progress and what we'd really like to talk about today is marketing you know russell i learned from you gosh i was trying to i was trying to look back at my notes and i couldn't really find it i think it was like six years ago i learned this thing from you uh it was about creating noise around your product. And as you taught it back then, basically, it's a very simple concept.
There's two ways to get your product out there. One, you can create your own noise around your product or service.
Or two, you can align with noise that's currently in your marketplace and align your product and service with that noise. And this has been something foundational.

And in a personal sense, yes, but as a coach for ClickFunnels, too,

as I get to work with all the people, it works for everybody.

And it tends to be light bulb moments for everybody.

Creating your own noise is typically difficult.

There's a lot of work and thought that has to go into there.

We have to be actually strategic.

But aligning with the noise that's currently in the marketplace,

well, that's not so easy, and that's a fast path to cash. So could you talk about that a little bit? Yeah, for sure.
What a fun thing to talk about to begin the day off. So for all you guys, think about this.
You've got your products, your services, whatever you're doing you're trying to sell, and Dante is 100% right. Like the biggest reason why a lot of people don't have success is they create the most amazing thing ever, the best funnel, and then like no one ever finds finds out about no one knows about it.
Right. It's like you said, there's like, you can go, you can create noise, which is, I do a lot of that.
As you probably see, like I get excited about something. I make a bunch of noise and try to make like create desire in people's heart and their mind.
Cause then they're likely to go buy the thing. But what he's talking about, there's such an, there's an easy way to figure out like, what are the, what are the crazy things happening right now in the, in the environment, in the culture, in the whatever that you can tap into, right?

And so when you think about this with – this is true like when I'm trying to get an affiliate to promote something.

It's true I'm going to try and get a customer to buy something.

I'm always trying to figure out like what's – like I need to create a reason for somebody to buy now, right?

It's all based on this concept.

It's like I got to give people a reason to buy now. A lot of times they'll see your product and think, oh, that's cool.
I'm going to buy that someday. Oh, that's cool.
I'm going to buy it someday, right? Like I'm sure a lot of you guys probably heard me talking about ClickFunnels for a long time, maybe a year or two years or a decade, right? And for some reason you didn't do it earlier, right? For some reason. And then I'm guessing based on the fact that we're here today, that some of you guys was like, OFA, I made noise, got excited about that.
And there's like, okay, here's a reason for me to buy now.

I want to jump in now because OFA is happening.

I want to get on live calls.

I want to do whatever.

And that was the reason for you to do the thing, right?

If I'm trying to get an affiliate to promote something,

if I'm like, hey, affiliate, promote this thing,

they may or may not do it unless I give them a reason to do it now.

Like what's the reason?

Like people want a reason to do something, right?

And so in marketing, a lot of times,

like you have a product, you have a service, and the goal of marketing is to give them a reason to buy it now, right? So one of the coolest things that Dante wanted me to talk a little about today is just looking at the current trends, looking at things that are happening. And so as I'm sure most of you guys all experienced over the last couple of days, we had a really large political thing happening here in the States.
I wasn't paying that much attention to it, but I'm sure we all saw it, right? There was like, I think there was, it was like nine or $10 million a day in ads being spent between the two campaigns, right? And it's hard. Ad costs went up for everybody.
It was really difficult, but I saw, and I didn't capitalize on this because I didn't want to get political, but I have a lot of friends who are very political and they totally capitalized. They did Trump sales and Kamala sales and they did that.
And they were tapping into like this noise was already happening. Right.
And they didn't have to go and like figure out how am I going to, how am I going to generate energy? They're like, what's the energy is happening right now. And they did it in all formats of their marketing.
Sometimes it was, you know, it was in the funnel itself. Like I saw a lot of friends who were like, it was like there were pre-election stuff happening and there were post-election stuff.
Like after election was over, if you were happy or if you were sad, they had sales for both of those. Like, oh, if you're depressed today, we've got a really cool thing that's going to help you, blah, blah.
And they had an offer there. Like, if you're really excited today, we have an offer that's going to help you.
It's like it's tapping into this conversation that's already happening inside of the society as a whole, right? So it happens in offer level. But then as you start moving up a little bit and moving up a little bit, it also happens from a marketing level, from a content level, from the things you're putting out there, videos or podcasts.
I'm a UFC fan. Any UFC fans listening right now? Okay, it's funny.
There's a handful of UFC commentators that I watch all the time. And one of them I'll talk about.
His name's Chael Sonnen. If you guys know Chael, he was a wrestler, so he's from my world and became a UFC fighter.
But what's interesting is his channel, he posts five YouTube videos a day, every day. Boom, boom, boom, boom, boom, right? And all he's doing, he's looking like, what's happening today in the UFC community that people are already talking about, right? And so every single fighter, every single fight coming up, the fight card, the this, the that.
If Connor tweets something, boom, there's a video. If, you know, whatever's happening, he's popping video, video, he's just tapping into the stream of consciousness of what these, what that world's already caring about.
And for him, it's five videos a day on YouTube. He's pumping out.
And what's interesting is like, you can watch, if you go to his YouTube channel, you watch the threads, everybody posts out five, and this one might get 3000 views, 8,000 views, you know, 2000 views. But if he if he hits the right message, like again, if Connor's fighting or Connor gets a bruised toe or anything Connor, Connor related, cause that's a big topic.
He posts the thing, right? And that thing will get 80,000 views or 150,000 views. Right.
And so he's just out there looking at all the current waves, video, video, video, video, video, right? So from a marketing standpoint, it's the same kind of thing. Like you want to look at like what's happening, uh, that people are already listening to their talking about.
Cause if you jump out in front of it and you have a message, it's really easy to like bleed into that message versus have to go and recreate, um, noise by itself. Right.
Uh, cause there's noise already happening. So for you guys right now, we are at the time that we are going live right now, it's November 8th.
So we are, what's that in the next, in the next two months, there's a bunch of big things happening, right? We've got, well, we've got the Jake Paul, Mike Tyson fight coming up next week. How many of you guys are going to that or watching that? Come on, none of you guys, this is a big deal.
So I'm going, I've got a picture, I've got a picture of Mike Tyson wearing a funnel hacker shirt. So you better believe that on my flight out there to go watch Mike Tyson, Jake Paul fight, I'm going to be talking about ClickFunnels.
Mike Tyson's a funnel hacker, and trying to get people to buy ClickFunnels because I'm going on this thing. There's a fight happening.
It's going to be the biggest, the most watched boxing match, probably in the history of all time. I'm going to make some noise around that.
So we've got that coming up. Two weeks later, we got this thing called Thanksgiving, right? So there's Thanksgiving offers, Thanksgiving sales, Thanksgiving thing, right? What happens after Thanksgiving? Then we have Black Friday right after, right? And I hate Black Friday.
I've never gone out on Black Friday. There's a couple of years where my ego got so big in our company.
We're not doing a Black Friday, so it's stupid. And guess what happened? We made way less money because we didn't.
And so now even if you do nothing, you do nothing, if your black Friday sells like, Hey, it's black Friday. So you can buy my product at a hundred percent, the same price I normally sell.
Just because you say it's a black Friday sale, there'll be people who find like, fine, I can buy it now because it's black Friday. So we have black Friday.
And then thank heavens for whoever made this up. They invented a new holiday that two days later called cyber Monday, which is stupid, but like everyone knows what it is.
So you can do a black Friday sale and then a cyber Monday sale, you tap into that, which is exciting. So in the next two weeks, there's like four or five things that I can create YouTube videos about, I can do promotions about, I can create campaigns about, I can create offers about, I can create reasons for people to buy.
People are just waiting for a reason to buy. And so if you give them a compelling reason to buy, there's a good shot they're gonna buy.
Okay, what happens after that? Then we move into December. So December, I've got jury duty in December.
So that's happening. I could probably do a jury duty sale.
Like, I don't even know. I'll probably get kicked off the jury.
I'm like, who's like the guilty sale? If I convict this guy guilty, I'll give you a 10% off. He's innocent.
You get 20% off. I don't know.
And I'm sure I'll get kicked off the jury and then I'll have to do jury duty. But then we've got Christmas coming up, 25th.
Okay, with Christmas, a lot of things. There's this thing called Hanukkah leading up to Christmas, right? There's this thing called the 12 days of Christmas leading to Christmas.
Then there's happened to be Christmas Eve. Then there's actually Christmas.
Then there's the day after Christmas. Then after Christmas, then there's this thing called New Year's Eve and then New Year's and then New Year's Day.
There's like 2,500 things coming up in the next two months that we can tie promotions, campaigns, content around that gets attention. Okay? A lot of times we struggle because like, how do we stimulate excitement and attention to our offers, to our videos, to our things.
And sometimes we're thinking too hard. So I like to do when I look at this, I said, okay, I need to give people a reason to watch my video, to promote, to click, to buy whatever.
Like what's the reason they're doing something. Okay.
I'm taking my, like the business thing that I'm caring about. I'm looking at what's something big in social media or online or TV or holidays or something that other people are talking about.
And I'm going to figure out how to morph those two things together. Right.
Like, like Mike Tyson, Jake Paul fight. What does it have to do with funnels? Everything, right.
Mike Tyson, Jake Paul funnels. And you look at it like, how does that happen? Like that doesn't make any sense.
Like, well, what what do funnels need? They need social media YouTube stars. Oh, there's a whole story about Jake Paul here.
He's a social media YouTube star, right? Uh, you need a funnel. Mike Tyson happens to have a funnel, active funnel on side of click funnels.
Right. And I got a picture of him wearing a funnel hacker shirt.
Therefore, Mike Tyson, Jake Paul fight has everything to do with click funnels. Right.
And so now I can tell a story and then weave that back into like, by the way, go get a click funnel shirt. By the way, go try OFA.
By the way, here's Mike Tyson's blah, blah, blah, whatever that thing might be. So, and you guys just got me excited because literally now I'm going to go and I'm going to contact Tyson's people and see if I can do a share funnel of his funnel that we could give away during the Tyson fight.
I didn't think about that until I just brought that up. So there you go.
I'm making a Mike Tyson offer in the next seven days now. Thanks to you guys hanging out with me here.
So that's kind of the thing I want you to think through is again, what's the thing that you sell? What's the social thing happening? And how do you weave these things together? One of the people that I think in our entrepreneurial community that's the best at this is, and not from a selling offer standpoint, but from a content development standpoint is Gary V. If you know Gary, like he doesn't have like other people in the marketing world on, he's got celebrities, he's got rappers, he's got things, but he's always tying it back to business and entrepreneurship.
He's taking like the thing he wants attention about, the thing that's getting attention. And then if he's got to mush these two things together so he can leverage the existing audience that cares about this and bring them over here, right? It's the reason why I haven't yet, yet to be able to, to beat Gary Vaynerchuk in stuff.
I've had a mission for the last 10 years. It's like Operation Barry Gary.
How do we get more attention? And the reason why he gets more attention than me is because he's more strategic. He literally is going out there and partnering, doing content with these huge celebrities that have nothing to do with what he's talking about.
And then he weaves it back into entrepreneurship. And now he's tapping to this audience and this audience, this movement, this exciting thing is happening.
And there's just so many more things. So I hope that gives you guys some ideas because a lot of times we build a funnel and then we're just waiting for people to buy.
It's like, don't wait for people to buy. Give them a reason to buy.
What's the reason right now? What should they do? And it doesn't always have to be, by the way, a huge discount. During Cyber Monday and Friday, you'll see people always doing discounts.
It doesn't have to be a discount. I hate discounting things as a whole.
So instead of looking like I have to lower the price, because a lot of times, too, you'll lower the price. If you sent off, you buy it during Black Friday, and all your customers who bought last week are angry.
I paid full price. So instead of thinking like, how do I lower the price? It's like, how do you increase the value? So it's like, hey, if you buy during Black Friday, normally it's $500 for my course.
You're still going to get the $500 course, but on top of that, I'm going to give you these three bonuses hey if you buy during black friday you know normally it's five dollars for my course you're still going to get the five dollar course on top of that i'm going to give you

these three bonuses that um if you buy during black friday and that way you can give those

bonuses to your past customers so they don't get punished for buying from you earlier but uh new

people it's like oh there's a reason to buy now because again it's all about that reason to buy

um so i hope that hope that kind of helps set off the tone for today before we jump into uh some&As. Dante, any follow-ups or anything you want me to add that kind of missed in there? A hundred percent.
I mean, I have a million, but let's try and keep it on track. I think that was an absolute gold nugget, and you guys put a one in the chat if you agree about this gold nugget Russell just dropped, where don't run a discount.
Add bonuses to your offer. Bonuses, we've covered this pretty extensively we've gone through a lot of russell's books and his funnels and how russell sells a physical product book but adds to it digital bonuses that add no overhead to our business so add the bonus any other two in the chat if you've ever had if you've run a discount and then that discount created tons of logistical issues in your business your customer support is crazy for two weeks because now everybody's all upset now nobody likes you just because you made a discount and it in your essence and your core yeah i'm trying to serve i want to get my thing to more people so they can smash these roadblocks and get back to doing big things in their life i get it it's all from a great place but yeah look at all the twos right i think that was an absolute gold nugget.
Just add bonuses. And then give those bonuses to all your buyers because what's the worst thing that happens? They get back into your product and service, and they start doing the thing, and they get results, and then they want to buy more from you.
Like, man, he keeps over-delivering every single time. This is great.
Yeah. Right.
And we've talked about this a ton, too. But, you guys, I need you to really understand that the reason we all love Russell, the reason we all trust him, the reason we'll all do what he says is because we've said yes to Russell at some point in the value ladder and Russell over delivered.
He over delivered on what he promised us. And then we see over delivered again.
And now we associate Russell with results. Russell, would you agree? There's nothing special about you.
You bleed blue just like everyone else. You put your pants on one leg at a time.
Everybody can do this. You weren't born with some special gene that like, oh, people know, like, and trust Russell because he was born with this.
No, it's the, it's your works over and over and over again that do that. Yeah, it comes back to like the foundational principle our whole company is built on is over deliver.
Like how do we over deliver? How do we over deliver?

Napoleon Hill and his laws of success or in thinking grow rich, both those. of his laws is that uh do more than you're paid for and eventually be paid for more than what you do and so it's like how do i over deliver in every single situation right and this is true not just in business and marketing by the way this is true in your relationship with your spouse with your kids with your co-workers like in every situation it's like how do i how do i over deliver in this situation if you guys can get that mantra running through your heads, your marriages will be happier, your kids will be happier, your friendships, your customers, your employees.
Everyone gets better if you can figure out how to over-deliver in every situation. Because if you over-deliver, people feel like, man, I'm getting the better end of the stick here.
And it changes everything. It's a little simple thing that if you just start figuring out how to do that, it becomes awesome.
So, again, a lot of times discounting, it's like you're under-delivering for the people that bought earlier. It's like, simple, simple meta or simple things that if you just start figuring how to do that, it becomes awesome.
So again, a lot of times just counting, it's like you're under delivering for the people that you bought earlier. It's like, that doesn't feel good.
It's how to over deliver for them. It's like, cool, let me hook them up.
They get for free. So they're going to be pumped anyway.
And then the new people are going to come in and they're going to be pumped. So I'm over delivering it out.
Everyone's excited. And, um, and it's a win-win all around, man.
Absolute gold there. What's up funnel hackers.
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And talking about aligning with noise that's coming up, I think some of the most noise, especially for a lot of our experts here who provide services uh i think some of the greatest noise is the noise just coming up now which is going to be new year when the new year hits gang how many people maybe we even do it we go to our facebook and we start posting all this stuff new year new me right we've seen it year after year after year um um so i'm just curious rus over your years, have you like learned anything that's like, man, every single time the new year is coming, I'm going to run this thing. Like there's so much noise that's about to come.
How could we align ourselves with that noise? Yeah, I think, again, it comes always back to like, what are the people thinking about right now collectively as a whole? Not everybody, but the most people, right's like goals and your resolution the new me like i'm figuring things out so you think about any of our products right like for the most part whatever we're selling like we're helping somebody to get a result right in some area of the life and it doesn't matter if it's physical products or info products but obviously we're on the the of a coaching or you know expert side so for most of it it's that so if it's like let's say you're helping people lose weight or helping people trade money in the stock markets, you're helping people to trade crypto. I don't want to, whatever, whatever your thing is.
Right. So it's a new year, like people making these new commitments to themselves and they're excited.
They're trying to change everything. So coming back and being like, in fact, man, I got a friend who every January he does a, he does a, like a time management, like prioritize your year challenge, like a three day challenge.
And And he does like $5 or $6 million every January just doing this stupid thing where it's like they all get on for like three days. And he gets everyone to sit there and map out their goals and create an outline and fill up their calendar.
It's like it's so simple. But everyone pays them, I think it's like $50 or $60 to come to this challenge.
And his entire audience comes because they have the result they want to learn from him. But they're coming in January.
All right, we're going to plan, we're going to map things out. It's going to be this amazing thing.
And so putting something like that together, how many of you guys, if you sat down and mapped out like a 365 day plan or a 12 month plan or a new year's resolution, or you know, the, the habits you got to implement in your, in your life to get this goal within the next, you know, by end of quarter, something like, like that kind of a front and that kind of a, you know, again, if you study a lot of my stuff, I talk about dramatic demonstrations. Like it's a dramatic demonstration, like do a dramatic demonstration, get people on a webinar or a call or a Facebook live or something where they're coming in.
And this is the reason like they're coming is because like new year's we're planning it out. The result I want to get is I want to learn how to trade stocks, make money, you know, whatever your expertise is, fix my marriage, uh, you know, whatever increased my my testosterone, uh, you know, whatever your thing is, right.
This is the result. We're going to come into new years and do a plan.
We're going to figure out how to do that thing together. So I think there's a lot of, uh, there's a lot of momentum moving into January that anyone in the expert business can tap into because people are every time, every new year's, what are people trying to do? They're trying to change.
What is every expert business about? It's about giving people change, like change like taking them from you know it's all about contrast right taking them from bad to good from from from uh you know overweight to to fit from poor to broke like it's moving them from from from hell to heaven like that's that's what all of these businesses are right and so coming in january and be like hey the years got done and well most people by the end of the year, like, that's, that's why the New Year's resolutions, they get to December, January, like, man, last year, I had all these visions to do stuff, I got nothing done, nothing changed in my life, right? Same thing happens, by the way, in political campaigns, four years later, like, still nothing's changed. Like, if you're if your platform has changed in a political election, you're probably going to win.
Like, that's kind of the thing, right? Because,, in, in the, as you as the politician of your market, right? Like you are fighting for the eyeballs and the attention of your market. So you're coming in and saying, look, change.
You've been doing this last year. Didn't hit your goals.
Maybe you did, maybe you didn't, but if you didn't, you know, January, what is this? January 6th, we're jumping on and we're going to do a four hour masterclass to help you guys to get your goals. So you achieve this result, right? It can be a free masterclass.
It can be a paid one. It doesn't matter, but getting people in, now there's a reason to jump in.
You have to map out like, here's the step-by-step process. And it's like, Hey, do I want to help with it? Cool.
Buy my course. Cool.
Join my coaching. Cool.
Do my, but everything will help get you on that path. And so anyway, hope that kind of helps you guys.
Yeah, definitely don't, don't miss out on the opportunity to capitalize on, on big things in January, know, especially for the expert business, it's so big. Traditionally, it's harder to sell stuff in December in the expert world.
And January is usually when everybody, January and February, actually, are the best months. It's not always, I did a launch one day on January day because I was like, January, you know.
So like New Year's Eve, we planned it all. The New Year's Day, we launched the product.
I didn't even think about this. I'm Mormon, so I don't drink so i i just assume that everyone's like me and new year's day you're up at 6 a.m doing the same thing but apparently most of new year's eve gets sloshed it's like we just launched on new year's day and nobody showed up because they were all thrashed from the night before and it was bad so um so like i would not do a january 1st thing but like january 6th the next monday or even into february um you look at gy, gyms don't get filled up in January.
February is when it's like they buy the gym membership in January. And then February is when it starts spiking and then March is when it all drops off.
But like, so yeah, you got like a good 60 day runway from January to February to be doing this with the audience and figuring something out and putting something together that, um, that, uh, you know, revolving around the message of change and how you can change and they can set the goals and they can finally achieve the end result they've been looking for. And that your program will help get them from the hell they feel like they're into the heaven that they're trying to get to.
Man, you just really hit the nail on the head for what – like you changed my life with the one simple concept of know thy customer. That's how I say it.
But introducing the dream customer, right? And I like to say know thy customer because if there's eight commandments of marketing because ten makes me feel like a heretic, it's absolutely know thy customer, right? It's where everything starts. But, you know, like Russell said, I made a launch on January 1, and it didn't work out.
Well, what if your customer is Mormons specifically? Mormons from 6 a.m. New Year's Day.
Let's go. Right.
And it just reminds me of the Dan Kennedy, how he talks a lot about a dinner table conversation, right? Knowing your customer, and if you know what they're doing on Saturday night, it typically tells you what they're doing on Sunday morning. And that can typically tell you all you need to know about your customer and how to market to them.
So I just think that's gold. Russell, in the expert world, do you typically see that November and December are just lower as far as revenues? Because most people are focused on physical products and holidays and gifts, and then that new year hits, and that's when it ramps up? I would say yes, but I don't think it's because of the customers.
I think it's because of the mindset of the person teaching it. Everyone's like, December's a bad month, so they take their foot off the gas.
I've actually had some of my best converting offers ever hit in December. So I don't think it's a real thing.
I think it's a false belief. And because people have that false belief, a lot of people won't go and push during December.
But we have an offer launched in November 26th. We have an event December 16th.
So it still works. People are still buying.
They are more distracted for sure. Sometimes they're saving money and whatever.
But one sweet spot just you guys know that works really good is the week after Christmas. So what happens is Christmas happened.
They bought all the Christmas presents. A lot of people, they got some money for got some money for Christmas.
They got a bunch of gifts. They returned, they have some cash and, uh, that little week between, and a lot of them don't have work that week.
So the week, like from Christmas to new year's is actually like this little secret gold mine that I'm always sprinkling things in and, and, uh, making offers for people because they've got extra cash. They got extra time.
Um, they may be around family and friends and stuff, but at the same time, sometimes they're tired of that's a there's a window there that is actually really ideal um i'm figure i might finish planning our strategy but my guess is that week i'll do some kind of live virtual event to pitch into something in january that will be more around the goal setting type thing so um there's my strategy for you cool man i love that and everybody should be starting to think about this now, right? You have your expert templates, just clone that funnel, make a duplication of that funnel and let's start building our marketing for the months to come, right? We've learned that over these years. That's how we have to start thinking.
I know if you're just starting out the challenge right now, timing may not be ideal, but a lot of you have already been in the challenge. You're existing.
You have your thing. So let's start building and aligning with the noise that's currently out there.
You gave a great example, Russell, of like a financial planner, whether it's Bitcoin or actual monies, it doesn't matter. Right now, there is so much noise around finance.
Now that this election has finished, there is so much noise about finance. There is so much noise about where the market's going.
There is so much noise about how to read the market trends and make the right decisions. I mean, if you're teaching people your actual physical monies and how to invest in stocks or whatever it is, there is noise aplenty that you can align with right now.
Start generating leads. Turn those leads into customers.
That was awesome. That was really great.
Bitcoin's up like crazy right now there is and i just checked you i'm like so grateful five years ago someone told me buy those bitcoin things wherever they were 100 oh man okay amazing it's only 12 25 so we have some time to talk to our people let's start it out with craig craig hasn't had a chance to speak yet, and I'd love to hear from him. How are we, Craig? Hey, good morning, all.
Great to see all of you guys. I do have kind of a strange question.
I'm kind of rushed to try and solve it. Russell, you know about the program that you were offering yesterday.
I need to sell about $2,000 worth of, obviously obviously funnels by tomorrow at midnight.

What funnel am I going to sell to doctors, lawyers, people that need scheduling?

Is a scheduling funnel going to be the best one for me to be able to try and pull this off?

So is it doctors or lawyers?

Two different, very different demographics.

Well, I've got a lot more people that are uh doctors dentists

optometrists in my area because i'm kind of fly over country in the middle of nowhere yeah i'm targeting people like even with doctors dentists and whatever that's still huge three huge segments so i would say pick one like if you're a dentist is it because like there's a different funnel for each of those you know what i mean okay well with my deadline i've got to pick one, so I'm going to pick Dennis.

Cool. So Anissa Holmes

is in my inner circle. She has been forever.
She is a dental guru and she does, do you think the funnels she uses? She does Invisalign or teeth whitening funnels. So she basically sets up a funnel.
She targets a local area right around the dentist's office of people that are high net worth and drives leads in there to get people into Invisalign, uh, teeth whitening, things like that. Um, and so I'm sure if you Googled and looked around and started looking at some of her stuff, you could probably find a version of what she's doing or what she's teaching people and stuff like that.
Um, so I'd try to, I'd probably do a funnel like that and then come back and go find the, but I hit up all the dentists around or they need to be around, any dentist in the world and be like, hey, there's this really cool funnel that's working in the dental space right now. It's an Invisalign funnel or it's a teeth-winding funnel, whatever one that you find.
Yeah, so I would go look at Anissa Holmes. She's, again, she's one of the dental gurus who's teaching and doing funnels.
There's probably a couple other ones out there. Start searching, doing some research, funnel hacking, find like the structure of a funnel that other dentists are successfully using.
Go try to build one in ClickFunnels as a case study and then start dialing for dollars. Start calling people and start showing them the funnels.
All right, I'll go right after Lisa's stuff and see what I can find to put something together. And then I'm going to go to the dentist's office and say, hey, here's something I can offer you guys.
Maybe we can get you a whole bunch of more customers. Be awesome.
Yeah. And think about it.
Like one Invisalign customer is worth, I don't know, three, four, five grand for them. So it's like if I get you one customer, will you help invest in this program? You know, whatever that might be.
So yeah. Great advice.
I appreciate that. Thank you.
Yeah, no worries. Hopefully I'll be in the group in the next hour and then maybe I'll be inside and be able to get my certifications.
Appreciate the help. Thank you.
No worries. I'm going from this meeting to that one.
So I'll see you over there in like 30 minutes. Awesome.
And you guys stick around after, after I let Russell go, I'll teach you value ladders based on dentistry. It's exactly how Russell told value ladders to me back in the day.
And it's how he told it in.com secrets. And I think it'll really help kind of pull everything together for you guys.
Let's hop over though. Let's hop over to Maureen.
Maureen has not had a chance to speak how are we today maureen i'm doing great how's everyone you are amazing uh awesome so russell in the in the vsl video it's a bit confusing you mentioned some people confused but yeah i'm finding myself confused when you're're building the funnel so we have the lead magnet that we offer on the first page then you talk about the video that we don't have to create a new lead magnet you can just use the video so what video exactly are we talking about are we talking about the the webinar the perfect webinar video like where does it come from? So this is what I'm currently doing. I'm selling an e-book.
I have already sold over 100 copies. So we have the testimonials and all that.
So I want to run ads. And I'm building it using the VSL funnel.
So I'm thinking I want to combine the e-book and the masterclass.

So what, and there are like three videos after the first one.

So I'm really confused, like where are we getting all these videos, number one?

And then like what video goes where?

Because you have the video on the first page, then you have like four videos down that you know that are locked and then now on the next on the next page there's also a video so um it's a bit confusing like yep so on the okay gotcha so on the template those four videos those aren't four videos those are four screenshots from video they're going to watch in the next page. Yes.
So saying on the video, the next page, you're going to learn this, this. And so it's a little screenshot of like different parts of the video.
Does that make sense? No. Come again.
Okay. So there's only one.
So on the sales page, there's only one video. But on the page before it, those four videos, that's screenshots from the video they're going to watch.'re basically video on the next page you're gonna learn step one step two step three step four and i'm sure a screenshot of of clips from the video they're going to be watching on the next page also that screenshots they're not videos yep screenshots okay and then so what video goes on the first page is it the perfect webinar story or so we do and what video goes on the first page? Is it the perfect webinar story? So were you on the- And what video goes to the second page? Okay, were you on the call last week? Yes, yes, I was on the call.
Okay, so last week, that's what we spent the whole time while I was talking about that video. So that video is the who, what, why, how script, right? And then we went a little deeper.
We took the who and we did the epiphany bridge script. So weiphany bridge script yeah i have all that the that's the video that's the video that goes right there that's where you're pitching your book in your master class yep ah okay makes sense and then now on the next video what do you put there's no next video then they go to order form they give.
Yep. Okay.
So in this case, since I'm doing a masterclass, so the masterclass will be about, also it's just the who, what, where that's like the masterclass. Cause I've had, I've had, I've done a webinar before.
So I was thinking, do I bring that webinar to that video or how does that work?'s the price point you're selling the thing at the ebook is i've sold it before for 29 but now uh and then i ran ads but it didn't work so now i just want but organically it works but when it comes to ads it doesn't so because um it's a tech it's a tech ebook so i want to because people are like they want more of the video so i want to combine both a master class and the ebook so that we have what price point you saw then so i want to combine both of them at seven dollars 99 but i've sold the book before for 14.99 and for 29.99 just the ebook okay so the perfect webinars if you're selling something that's like $1,000 or more. So you don't need something to sell, a perfect webinar to sell a $7 or a $15 or a $30, even a $100 product, right? Okay.
So all you're doing is that who, what, why, how script. Tell the story at the very beginning, and then from there you're pitching the book.
That's it. It should be about it.
Oh minute video there oh so uh 12 to 20 minute video of the who what where so that is like also like the master class and then i pitch the book that's it was the master class a bonus that you're giving with the book or you're trying to teach the master class right is that are they opting in for your masterclass information oh wow so i think this this gets confusing because i thought the master class is the video the who what where master is that the masterclass or no masterclass something you sell that's like a course yes ah okay all right so i just wanted um okay so i don't have to do the masterclass because I've done a masterclass before to sell $2, okay. All right.
So I just wanted, okay, so I don't have to do the masterclass because I've done a masterclass before to sell a $2,000 book, not cost. So I can just do the video, the who, what, where video, and then sell the ebook.
That's it. That's right.
Yeah. Thank you.
It's almost too simple. It's almost too easy.
make it easy yeah but but when i was running ads i honestly couldn't get a sell on the ebook and it was getting frustrating because i like this is technology you cannot trade a book but organically i've sold the book in over 20 countries uh one thing i recommend for you because you're if you're selling a straight book the the funnel that we're teaching inside of one funnel way might be a little bit different so um like i look at a book funnel more specific so if you go to like any of my book funnels dot com secrets expert secrets traffic seekers and look at that that's probably how i would model it so that that's why would funnel hack is look at one of those it's similar strategy but i probably would go like when i drive ads to a book funnel i don't go to a squeeze page i go directly to the page that's the two-step order form on it it's usually a shorter video because sell book doesn't cost and take a lot usually it's a three-minute video same thing who why how but it's a three-minute video pushing to the book okay then from there then you have upsells and downsells for other things but um yeah if you're selling a just a straight book i'd probably use a different funnel for, awesome. So I can forget the VSL funnel for now and then just build maybe a lead magnet funnel.
Not a lead magnet, book funnel, book funnel. Yes, that, but separately to get leads organically, I can build a...
Oh yeah, you can do it separate. But yeah, if you're driving ads, I would drive them the home page of a book funnel don't don't put them through a squeeze page prior

ah okay awesome thank you so much yep no worries all right okay uh let's hop over to uh uh tamar tamar hasn't had a chance to speak hey tamar hi oh my goodness hi ross thank you thank you thank you. Thank you.
Um, wow. incredible first of all i just have to tell you i was in tears last week when you gave what i forget what her name was it annie that story that was one of the most special moments oh my gosh whoa okay um oh quick question for you russell super excited for the selling online event.
I'm attending that. I launched my own business a few months ago.
Um, I've been working as a product designer for like the past five years in corporate. And I, um, decided to launch my own business doing product and UX strategy consulting.
Um, grew up in an entrepreneurial family and always wanted to do something in the business space. My dad had a successful company that he decided to sell to Experian.
So I went from working for a 150-employee company to joining a 20,000-plus Experian group. And I just, I really wanted to be in a smaller setting where I felt like I could be a more valuable contributor and see, you know, the value that I was providing to the team and my assets could be more implemented and like a quicker, faster, you know, whatever.
Anyways, so I saw a huge gap in the industry that I was working in, and that was the gap between strategic alignment with business strategy and product strategy.

And as a product designer, I was working in. And that was the gap between strategic alignment with

business strategy and product strategy. And as a product designer, I was having a very hard time because I wanted to feel like I was providing value to the company at large.
I wanted to know that the designs that I was working on, the projects that we were doing, were going to move the needle for the company. And I wanted to know how are our product strategies aligned with the business objective goals?

And basically, for almost my whole career, I was really never able to get that answer. And that's when I realized that there was this huge gap between the strategic alignment.
So I wanted to go off on my own. And basically, I'm basically on a mission to empower product managers to increase awareness and to be equipped with the tools that they need to encourage and execute and implement this strategic alignment within their company.
And there's clearly a huge gap because I started a podcast, or I should say this podcast kind of started itself. Someone gave me this idea.
I teased it out with my network within 48 hours. I had 30 responses.
I was like, yikes. Okay.
This podcast is starting itself. So like I quickly put that together and now I'm like booked through February.
Like there's an outpour of interest and support like around this topic. But when it comes to actually landing leads, I have not been successful.
So I'm trying to understand it's very hard for someone like me, who's crazy passionate, right? Like ADHD bursting with energy, like could just talk to anyone about this all day long, right? I know nothing about that. No, nothing.
I'm not required. Funnels are the best thing ever.
Yeah, exactly. So the question is how to find how to find that customer, right? that the question? Well, it's, I, I have a group of like product managers that I can talk to, but what I have a hard time is I've identified the problem.
I know how I can solve it, which is usually with one-on-one coaching and workshop facilitation and collaboration like sessions, right? That, that is ultimately how you solve it. But a lot of these, these product managers are in a situation where they don't even realize that they have this problem.
And so trying to market to them to show them that, wait, this is actually something you're struggling with is very much focusing on the results that I'm going to bring to them. But they don't realize that they need those results.
And so I'm having a hard time trying to figure out a way to first tell them, hey, by the way, like this is something you're struggling with. And I know that because I've experienced X, Y, Z, this is what I'm seeing.
Sounds familiar, right? Oh, yes, it does. Okay.
Well, now that it sounds familiar, why don't you join me in? Right. So it's like the process is so long.
Yes. Okay.
So this is a, so this is what marking was invented for, by the way. Um, because that's the problem is like people have a problem, but they don't know it's a problem.
And you have a solution, right? So there's a – I can't remember who said it, but there's an old marketing thing, whatever they call it, problem, agitate, solution, right? So you find someone who's got a problem. And most of it's like, yeah, I got a problem.
And what marketing does is it takes that problem and it agitates it like crazy. It's like, oh, oh, you've got a problem.
You're not happy. You're.
And like, that's what marketing is, is like taking this problem and agitating, agitating until it becomes like a little problem to like this huge problem. We're like, and that's why marketing gets a bad rep by the way, a lot of times.
Cause it's like, you know, we're all out here in any market, like trying to figure out like, you know, your life's good, but it could be better. In fact, this is the problem you have.
And we agitate, agitate, it makes that problem grow. Right? Like when I got into this world, nobody knew they had a funnel problem.
They only knew they needed a funnel. Like it wasn't a thing a decade ago, you know, but I was like, you have a funnel.
Oh, I'm like, what's the funnel? I'm like, God, I explained it. And I had to add to it eventually like, I have to have a funnel.
I need, you know, and like, and then the market needs it. Right.
So that's like your role as this is to do that. So it's like you, you, you get this group of people, right.
That have the affinity that, and it sounds like you're starting that and you're building that. So that's a big part of it is bringing people in affinity.
And then what your job is to do as the marketers, like, how do I, they have a problem. It's probably that big a deal right now.
I got a solution that can solve it, but I got to make this problem feel really heavy so that they desire the solution. Right.
And so there's a lot of ways to do that. And everyone has different takes on how they do it.
But if you watch really good marketing, that doing is they're just agitating the problem agitating the problem and it can be fun it can be like you telling your stories just like hey i had this thing and i didn't realize it was a problem but then when i solved it like this was the result it was huge and like it changed everything for it's just it's storytelling you know sometimes it's giving the long form podcast it could be short like 60 second reels but it's just it's figuring out like that problem. And you just got to keep agitating and agitating, agitating until people are like, wow, this, this problem really, really is frustrating.
Right. I mean, how many times have you guys, this is for everybody listening, but how many times have you like, you had something that you realize the bigger deal in life.
And then all of a sudden you got retargeted on ads. You've seen over and over and over again.
Eventually you're like, wow, I do have a double chin. Wow.
My pants are like getting a little tighter. Like I do need to go on a weight.
Like weight like i do need to go on a weight loss plan right like that's the marketer's job is to agitate the problem until it becomes big enough that they desire the solution and so that's just kind of the role that you guys are playing with and i think you got to find your version of it that you feel comfortable with that you enjoy that's fun that's not like the sleazy because if you're not careful you'll start hating because like i don't like that I'm trying to like poke at this problem, but instead like, like what's your version of it? Is it, is it humor? Is it funny? Is it stories that like, but kind of finding that and then start testing it with that existing audience. Um, in fact, even interviewing people, like what's the problem and digging deeper.
Like that is my podcast. I have like 30 speakers lined up, literally like industry experts, huge people, authors of like my favorite books.
I am not shy. I have reached out.
I mean, I have like, I don't know why in the world they, I'm so humbled. I don't know why they agreed, but they were like, sure, I'll jump on the podcast, you know? So like, I have like big names, like it's definitely, you know, it's, it's going to be awesome.
There's clearly a need for this because I have, you know, people who don't have time for me that agreed to do it. Um like tapping into those industry experts is for sure, I think going to help to raise this awareness.
It's just, you know, okay. So, so, okay.
A couple of things. So if you read expert secrets, I talk about this little bit, I talked about the hero's journey and it's like the journey, there's the journey of achievement that in a movie people are aware of, like they're aware of, I'm trying to achieve this thing.
And then the hero second journey is the journey of transformation. And what happens with most people when they first get into this game, they're talking about the achievement, like, Oh no, big money.
I'm helping help you lose weight. I'm helping you have more time.
Like that thing. But like to make marketing really, really good.
It's like you, you touch upon like the achievement they're trying to get, but then you go down to the transformation they actually desire. And a lot of times to figure out what that is.
So when you're interviewing your people, like they're probably going to be very surface level. Like here's the achievement.
Here's why it's cool. You know, and your job as the interviewer is to go deep.
And so usually that means it's like you got to ask why. Usually like seven, eight times.
Well, why did you want that? Why did you want that? And like usually comes down to like down to like this deep, there's, there's a reason. And like, when you can get that part and you can touch that, that's when, that's when those things will open up for people.
Right. It's same thing.
Like when I tell my story, like, yes, I talk about the achievement, but then I always, as soon as I touch upon the achievement that I either desired or I went, or I got or whatever that I stopped. And I'm like, but the reason why is this? And I go deep into like that, that part of the story, which is, which is like what I, who I wanted to become and the pain that was in that.
And like, and because I'm willing to share those things where most people aren't, the rest of your audience will all of a sudden hear and like, oh my gosh, I can't believe you said that. That's how I feel too.
I would never tell it to someone publicly that this person said that. And now they have rapport with you because you're willing to talk about like who you were trying to become and the pain you were in.
And when you're vulnerable like that, because everyone has the same vulnerabilities, very few people are going to share. And when an expert will come up and they'll, they'll show that they got the result, but then they'll talk about what they were actually trying to do.
Like for me, starting a business had very little to do with money. Even though I talk about, I want to start a business, want to make money.
Like the reality is my wife and I had just gotten married. I was a wrestler.
She was supporting me. She was six years older than me.

She wanted to start a family and we couldn't because I didn't have a job.

I didn't have any money.

She had to support us.

That's why I really got in business.

I would see her every single day knowing that all she wanted to do is be a mom.

And that broke me.

It hurt me.

And I was like, how can I support her?

But I didn't want to quit my wrestling.

I loved it.

I had to figure out something.

I had to figure out something.

That was what drove me on the mission was I wanted my wife to be a mother.

That was it.

When I shared that with people, then there's connection.

And then they're like,

you're like, wow. And they have their version of the story that they'll connect with.
And that's where you're agitating the problem, right? Okay. It's not like you're not rich yet.
You're not having money. It's like, no, no, no.
Like that doesn't actually matter for my business. That's my version of it, right? So if you're finding that version and asking people questions to get them to feel that, and then that's where you start getting into people's hearts.
And that's when things will shift for you. And then ultimately, you end up using the funnel to close a coaching – like, is it like a package of coaching sessions? It depends.
There's a million ways to do it. So normally what happens in the expert world, a lot of people come in initially, it's's one-on-one they'll sell one-on-one stuff for a little bit and then uh very quickly you'll get overwhelmed because like this is awesome and horrible and then usually people switch from one-on-one to one to many to group and then uh that's what i did for a long time and then the the way i do my coaching like if you look at um the prime mover coaching program we do that's called facilitated coaching where basically i have facilitators to facilitate that I think the ultimate place to get to, but you just have to one-on-one because it's the easiest way and you get the most money quickly.
And then as you start getting like the over time for free, you get overwhelmed, like all the pressure that's like, okay, now it's just one to many, you know, group coaching and then facilitation. So that's typically, typically the, the pattern and how you fulfill on, it depends less on a lot of people.
Like like how many hours like is it five calls or ten calls like it matters less about that and more about like the results how long does it take to get the result you're promising you can do it in one hour call people have paid me 50 grand for one hour call because they're like i just have this one totally for me i'm like 100 done so figuring out what's what's the the the value of the problem you're solving for them and what you actually have to deliver to solve that problem for them. And that's the actual key.
They don't care about how many sessions or hours. It's just like, hey, for us to get this done, it's going to take us two months.
It's going to take us six weeks. Whatever that actually looks like, give them a blueprint, what it looks like.
And that's what they're looking for is the actual result. Right.
Absolutely. Because people have said, oh, well, do you have a coaching program that I could download? download i'm like yeah no okay so fine okay super not yet exactly i was trying to find funnels of people who were doing coaching like sessions that i could like like see how they were doing it do you have any names like off the top of your head of people who are selling coaching packages or like workshop facilitation uh yeah this guy russell brunson does it so he does it all the time that's one spot if you said you're going selling online event that's what we sell at the end of selling online event so you can see kind of what that looks like fine super um richmond din did a really cool uh he spoke at the last fun i can lie about tiny challenges and then i did a i did a youtube interview so worst case you watch go find the richmond den youtube video on tiny challenges it's a really cool way to do it that's really low risk and richmond richmond's killing it with those he does these one-on-one little mini challenges he charges someone like 25k to do to like five one-hour calls and then he charges people 5k to listen in on it that's so awesome and then aj and smart at their best i am an i'm like an honorary member jonathan courtney i was a member since 2021 they are like it's awesome okay fantastic thank you thank you dante thank you everyone no worries thank you you got it tomorrow great work hey russell it's 12 48 i know i got to get you out of here so let me do it now before I get too excited.
No worries. Yeah, thanks, you guys.
I got to jump on the other challenge and finish up. But thanks for hanging out today.
And hopefully you all got one or two things that will be helpful for you. And grateful for you guys being here inside of the OFA challenge.
I hope that it's been – hopefully it's been everything you guys need to unlock this part of you. Again, I'll just kind of end with how strongly I believe that every single one of you guys have been called to God

to change people's lives.

And this is the process and the path to figure out how to do that, right?

It's figure out who your dream customer is,

who you call to serve,

how to create something that's going to change their life.

And then what's the funnel that's going to connect those two things together.

And so I know that all of you guys are different points in your journey.

Some of you guys are at the end, some of you guys are in the middle,

some of you all sorts of, but I promise you,

it's worth it to put the time and the energy in.

And hopefully we're doing our best to facilitate that. Dante's insanely cool.
As you guys know, the challenge is great, you know, but just keep diving in the community, keep showing up. You know, for me, when I first started this game, there was none of this kind of stuff.
It took me two years of trial and error with no guidance at all to figure out how to like sell a potato gun DVD, right? We've tried to shortcut that as much as possible, but to keep to keep showing up sometimes we get you know we'd overwhelm it's like oh man it's been it's been a month or six months or a year and we're not there but like tony robbins always says we always overestimate what we can do in a year and underestimate what we can do a decade if you keep showing up for your people um you know in a year five years or ten years from now you won't recognize i mean like i look back 10 years ago that's before we ClickFunnels. Like the last decade has been insane.
But it all comes back to just showing up and keep doing it. So I'm grateful for you guys, proud of you guys.
And I should be able to see you guys. Oh, next week, I'm going to be at Mike Tyson, Jake Paul fight.
So if I can figure out how to do it remote, but anyway, we'll see what happens next week. So I appreciate you guys.
Thank you, Dante. I'll pass it back to you to keep hanging out with all these amazing people.
All right. We appreciate you, Russell.
Maybe I can fire you up before selling online, but I know I say it a lot. I am so grateful for you saying yes to your calling and purpose.
I'm so grateful for you being honest about your mission and your journey along the way because all the honest, true stories are what hit me in the heart. And you were the catalyst to that little spark that I didn't even know what was in there because you did your thing, just like're teaching everyone man eternally grateful we love you Russell have an amazing rest of your day brother thank you thanks everybody awesome