The Coaching Framework That Built ClickFunnels (And How to Build Yours) | #Success - Ep. 53

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Speaker 3 What's up, everybody? This is Russell. Welcome back to the show.
Hope you guys are doing great today.

Speaker 3 Today, I actually want to share with you guys a presentation that I did at one of my Atlas members events. They run one of the biggest challenges and events in Spain.

Speaker 3 They do these events where they go for like four or five days in a row, seven days, or 24 hours a day. It is insane.
They get hundreds of thousands of people to register.

Speaker 3 And so last year, I had a chance to be part of it. And this year, they asked me if I'd be part of it again.
And obviously, I jumped on to support them. And it was a lot of fun.

Speaker 3 And anyway, I wanted to give you guys access to this recording because I think there's a lot of really cool things from you.

Speaker 3 So if you are a coach, you're trying to start a coaching business, trying to figure out how to turn your frameworks into something that people give you money for, trying to figure out how to get your first client.

Speaker 3 We're going to be talking about that during this session. And I hope you guys enjoy it.
If you do enjoy it, let me know in the comments. Take a screenshot of you listening to this and tag me.

Speaker 3 I love seeing that. And other than that, I appreciate you guys.
And I hope you get a lot of value from this episode on the show.

Speaker 3 This is the Russell Brunson Show.

Speaker 3 Hey, this is Russell Brunson. And first off, thank you so much for having me here.
I'm excited to spend the next 30-30 or so minutes with you guys, helping you in your coaching businesses.

Speaker 3 Obviously, you have so many amazing speakers that are speaking over the next few days. And I was trying to think, what are the things I could bring of value that might help you guys on your journey?

Speaker 3 And so I've created something kind of unique specifically for you guys. And I hope that you love it.
Before we get started too much, if you don't know who I am, my name is Russell Brunson.

Speaker 3 I'm the co-founder of a really cool company called ClickFunnels that we launched about 10 years ago.

Speaker 3 And we've helped hundreds of thousands of entrepreneurs from all around the world to create and to launch funnels, to change people's lives, to create movements.

Speaker 3 And we've helped train experts in almost every industry you can dream of.

Speaker 3 And so I'm going to share with you guys the things that I've kind of learned on my journey as I was trying to figure out how to become an expert and things I've taught other people.

Speaker 3 And hopefully it'll help you wherever you are in your journey. Okay.
I know a lot of you guys are just getting started.

Speaker 3 Potentially, this is the beginning of your journey and you're trying to figure out like what do I sell people? What do I teach them? Like, what does that actually look like?

Speaker 3 Or maybe you've got something like kind of created, but it's not working. People aren't buying it.
Or maybe they're buying it, but they're not having success with it.

Speaker 3 And so I'm going to walk you through kind of what I've done over the years to be able to figure out like how do you create something that's actually going to change people's lives and something that people will pay you money for.

Speaker 3 Because if you figure out those two things, this game becomes a lot of fun.

Speaker 3 My favorite thing about business is the fact that when you do it correctly,

Speaker 3 two things happen. Number one, if you do it correctly, you get paid a lot of money, right? And so we're going to talk about that a little bit.

Speaker 3 But number two, if you do it correctly, it gives you the ability to change a ton of people's lives.

Speaker 3 And for those of you guys who haven't made money yet on the internet, I don't want to ruin it for you.

Speaker 3 But what's going to happen is you're going to make some money and you're going to think that that is going to fulfill you.

Speaker 3 And then you're going to find out really quickly that it's not a very fulfilling feeling. And you're going to be like, oh, no, I had this goal to make a bunch of money.
I made a bunch of money.

Speaker 3 I don't feel any different. Like, I don't feel what I thought I was going to feel.
Okay. It happens to most entrepreneurs on this journey.

Speaker 3 They start because they want to build a business to make money and they get the money and they feel empty. I've seen this over and over and over again for decades.

Speaker 3 Happened to me, happened to so many people.

Speaker 3 But then what you're going to find when you start shifting your focus from how do I make money to how do I actually change people's lives, like that is where fulfillment comes from.

Speaker 3 That's where you're going to have those experiences where it's like, oh my gosh, I changed this person's life. And that feels like the feeling you're hoping for.

Speaker 3 And so I don't want to ruin surprise for you.

Speaker 3 I know you guys are starting the business now and trying to grow it, but just you know long-term, like the focus on actually changing people's lives is the key.

Speaker 3 And so this process will help you to create the products that you

Speaker 3 that people are going to buy, but more importantly, the ones that are actually going to change people's lives. So that's kind of game plan.
You guys cool if if i jump into that and have some fun

Speaker 3 all right so um the first thing you have to to realize is when you're starting any kind of like coaching or expert business right um

Speaker 3 usually the way it works it starts like this right here is a picture of you

Speaker 3 okay

Speaker 3 I've drawn this a million times. It's the most simple drawing, but this is you.
And there was something that happened in your life where you wanted some big result, right?

Speaker 3 So over here, it's the top of the mountain. And this is the result you desired, right? You wanted this thing.
And so this result could have been a lot of things, right?

Speaker 3 it might have been like i wanted to lose weight i wanted to make money i wanted to trade stocks i wanted to learn how to cook i wanted to learn how to fill in the blank whatever your wildest dreams and desires are right this is the result you wanted and what happens for most people is because they have that desire they're down here and again this is you and you go on this journey you start going to try to achieve that result right and what happens for the most part we go in the result and immediately we hit it right No, that never happens.

Speaker 3 That's never what actually happens in our life. What happens instead is like you start on the path to go towards this result, you're going.

Speaker 3 And all of a sudden, like you realize you went the wrong direction and boom, you hit a dead end. You're like, oh, it didn't work, right? And then you start over from scratch.

Speaker 3 You go back to home and then you start again. You go on this journey.
You start going towards the result. I'm going to figure it out.
I'm excited.

Speaker 3 And all of a sudden, and you get lost over here and you. it dead ends again, right? And you're like, dang it, I'm going to try again.

Speaker 3 So you go back to the beginning, you start going, and you're trying again, and then you get lost again. And it keeps happening over and over and over again, right?

Speaker 3 And this is the pattern that most people have. Okay.
The reality is this is happening for your customers as well, right?

Speaker 3 When somebody is coming to look for you, it's very rare that this is the first time they've tried to achieve the result that you're promising them, right?

Speaker 3 Usually they've tried a whole bunch of different things.

Speaker 3 I had a chance to buy a women's weight loss company a couple years ago, and I remember when I was talking to the founder of it, she told me that the average woman in America, I don't know if it's the same in your part of the world, but in America, the average woman goes on eight diets a year.

Speaker 3 eight times eight times they know they want the result they want to lose weight and they go okay i'm gonna try the uh the atkins diet they go oh and it fails okay i'm gonna go try the carnivore diet oh and it fails i'm gonna try paleo and they try these things over and over eight times a year okay people trying to start online businesses i don't know the actual statistics behind it but my guess is probably similar probably eight to ten times per year someone who's trying to get the result of starting a business getting freedom that they go on this path and they try and they try and they try right how many guys know what i'm talking about how many guys have experienced that right you've gone on this dead end maybe you guys are right there right now you're like you just got done with the dead end you're back at home like okay i'm gonna come to the summit i'm gonna come to this event see if i can figure out finally how to get the result that you desire okay and so that's what happens in the typical lifestyle cycle and probably happened for you as well right but then over time, you start getting better and better and better.

Speaker 3 And eventually you figure out the path, right?

Speaker 3 It's the path from going from where you are today to actually making it through all the clutter and getting to the result that you desired the most, right? And you did it. You achieved it.

Speaker 3 You made money. You lost weight.
You got a six-pack. You traded stocks or Bitcoin or whatever your thing is, right? You figured out how to do it.
You got the result.

Speaker 3 And it's like the most exhilarating thing, right? You got, I'm a wrestler.

Speaker 3 So for me, like, whenever I think about winning, the feeling for me winning is when you win a wrestling match afterwards, you shake their hand and then the ref would raise your hand.

Speaker 3 So, for me, it's like that raising my hand, like, I got the feeling, like, I did it, I won, I accomplished it, right? And it feels great. How many of you guys have won something before?

Speaker 3 It's like, this feels amazing, right? So, that's what happens.

Speaker 3 You go through, you finally figure out, you get the result you want, and then for some reason, you come back and you're like, I want to be an expert.

Speaker 3 And this is where we're going to pick up the conversation, okay?

Speaker 3 Because you figured that out, and what you have to understand now is you've you found something on this journey, you found the most valuable thing in the world, okay?

Speaker 3 What you have found is you have figured out

Speaker 3 the map. Okay.

Speaker 3 You have this map and the map takes you from where you are today and took you all the way up here to get the results. Okay.
And so that is, that is what you have.

Speaker 3 That's where we're starting this journey. So you guys have gotten a result.
You want to coach people on it.

Speaker 3 So now you're going to come back and you're going to figure out how do I take that result back and help other people to get the same results as me.

Speaker 3 Knowing full out the most people you're going to be serving have been going on this journey. They tried this one and this one.
They kept failing. Right.

Speaker 3 And so they're in that same spot that you were in earlier. And this is where you're coming to them.
Okay.

Speaker 3 Now, a couple other things that I think are important to understand people always ask me like russell i don't know who like who am i going to sell this to who's my dream customer who's the person that i'm supposed to serve with my product or my service or my coaching right and so this is the big key to understand the person that you are supposed to serve is basically it's you five years ago it's you when you very first started this journey okay now for some of you guys this is gonna be hard you have to go back and remember like okay what was happening my life like what did i feel what was the pains and the frustrations what were the stories i was telling myself what were the things i was trying on this journey that didn't work right because these are going to give you all the assets and tools you need when you get to actually starting marketing and selling it we're not going to get too deep into that during this session um but i want you guys to think about that because when you realize that the person you were called to serve is you five years ago it's like you already know like you you went through the same path they're going through you figured out the step-by-step process to get the result and that's the key okay and you're coming back to them saying look i found the map let me show you how i got from here to actually getting the result and you're coaching somebody through that process and taking them on the journey okay that's all that coaching basically is it's kind of fun okay so now what i want to talk about is for a lot of people they they go through that and they're like okay now i'm gonna go i'm gonna be a coach you know maybe you're doing coaching or consulting or uh you're doing uh group coaching or maybe you want to create a course or write a book or something right and this is where people met kind of struggle is they they achieved it for themselves but now they want to go on their site try to share with somebody else right and i'm sure you guys all know this a lot of times there's somebody who's really good at what they do but they're really bad at teaching it have you ever seen that before in your life okay i had some wrestling coaches or some of the greatest wrestlers in the world but they were horrible coaches.

Speaker 3 I had other guys who like, they weren't that good actually wrestling, but for some reason they're really, really good at coaching it. Okay, these are two different skill sets.

Speaker 3 You actually achieving the result and you coaching somebody else on how to get the result are two different skill sets.

Speaker 3 So my job today is not to help you to figure out how to get the result. You guys already figured out how to get that result.
My job is to teach you how to actually teach that result.

Speaker 3 Because if you can break it down into a simple process to help somebody else be successful, that's how you become a great coach.

Speaker 3 And the better coach you become, the more people will come to you, the more clients right when i learned this process i'm going to be sharing with you guys you know it takes some trial and error as you will see it's going back and forth but after i started having some success with it then people started saying man russell's really good at getting this result and then more people came and then all of a sudden people started showing up and it became a lot more fun okay it became easier to get clients because i had a process that was working i knew exactly how to teach it consistently time after time after time okay Okay, so now we have this kind of the foundation here.

Speaker 3 Now I want to talk about

Speaker 3 what your job as a coach is you are creating a framework for their success, okay, a framework or a map.

Speaker 3 It's a framework is basically a step-by-step process to get them from where they are today to the result that you're promising them. That's it.
That's when all said and done, that's all you're doing.

Speaker 3 Okay, all we're selling people are results. If you give me money, I can give you this result.
Okay, that's all that you're really doing in any kind of sales argument.

Speaker 3 And now it's like, how do I take them on this journey? Okay. All right.
So here's the steps. Step number one.

Speaker 3 Okay, the first thing that you got to do is now that you've gone through this path, you have to create what's called a framework hypothesis. Okay.

Speaker 3 so a framework hypothesis, just like a scientist, if a scientist is going to go do some science experiment, the first thing he does is he creates a hypothesis.

Speaker 3 I think that if I do this, this, this, and this, then I think it's going to be successful. So they make a hypothesis and they test it and they see if it works.
And if it works, awesome.

Speaker 3 Then it's real. If it didn't work, like, hey, why didn't it work? Oh, this didn't work.
Let me come back. I'm going to make a new hypothesis.
And you test a new one, right?

Speaker 3 And so you do it over and over and over again. Okay, so the first thing that you got to do is you got to come back and remember back in time.

Speaker 3 Okay, if I was to go back five years ago, what were the actual step-by-step process that I did to be successful? Okay, I'm gonna build out, again, it's called the framework hypothesis, okay?

Speaker 3 So step number one, I know that I had to do this step. Then step number two, I did this step.
Step number three, I did this step, step number four, step number five, and step number six, right?

Speaker 3 So these were the steps that I did to be successful. Therefore, this is my framework hypothesis.
I think that if I take somebody else through this process, they're gonna be successful.

Speaker 3 Okay, and so what most people do is they don't even identify that.

Speaker 3 So step number one is like actually identifying what are the actual steps to get somebody the result okay that's the first thing you better know those you better know like here's my six step process to do this here's my 12 step process to get this here's my 13 step like whatever it is for you what were the step-by-step things you actually did to go from a to z okay

Speaker 3 so that's the first thing to kind of figure out okay now the next thing that we like to do uh step number two in the process after you've created your framework hypothesis then step number two is say okay based on that i want to test this hypothesis okay um and what initially happens is is usually you want to test it on yourself okay now obviously you've gone through this process once it's like okay I've done this once I'm successful okay but the reality is you want to test it on yourself as many times as you can so I don't know what it is for you for me in my world like the thing that I'm an expert for is I help people to create and launch funnels right like that's my world that's what I know how to do funnels better than any other human who's walked this planet of all time that's my claim to fame right okay but the reality is I remember me I was trying a whole bunch of stuff right I was trying to sell things on eBay I was trying craigslist I was trying a bunch of stuff didn't work and eventually the very first thing I did had success was my Potato Gun DVD.

Speaker 3 You may have heard that story. It's my very first funnel I ever created.
I launched it. I had success.
I was like, this is amazing. Now, what I didn't do right then is go launch a coaching program.

Speaker 3 I have one successful funnel. Let me teach you exactly how to build funnels.

Speaker 3 I wanted to become a master. I want to become an expert at it.
So I said, okay. I had success once.
Let me see if I can duplicate these results more than once. Okay.

Speaker 3 So I'm going to go back to the drawing board. I'm going to figure out what's my framework hypothesis.
What was the first thing I did? What was the second thing? The third thing.

Speaker 3 So I figured out, here's this process. Okay.
Here's the step-by-step process of how I have success. Let me try it again.
So I went back and I created another product. Okay.

Speaker 3 Following the exact same steps I did for the potato gun DVD. I went out there and I launched it and guess what? It didn't work.
I was like, wait a minute. This doesn't make any sense.

Speaker 3 I followed the path the first time. It worked for potato guns.
Why is it not working this time? Okay. And for me, at first, I was like, oh man, this doesn't even work.

Speaker 3 Like, I was all frustrated, right? But I was like, okay.

Speaker 3 Like was this the right framework? Maybe I missed something. I started going back.
Hey, why is it not working? I'm like, oh,

Speaker 3 I forgot. I did, for this to work, I had to do this product research back here.
And I forgot, like, I did a bunch of keyword research here.

Speaker 3 And then I found a market, you know, and I went back through and I was able to look at like, why is this not working? I'm like, oh, I forgot this. I didn't add this.
And I kept tweaking it.

Speaker 3 So I came back and I would tweak things and test things and tweak things and test things till eventually that new funnel I launched actually started having success. I was like, okay, cool.

Speaker 3 I've got Potato Gun DVD. I've got Zip Rander.
I've got two different products now that are successful. Let me try this again.
Okay. And I'm becoming the human guinea pig.
Okay.

Speaker 3 I don't know if you guys, if you guys follow Tim Ferriss, Tim Ferriss is one of my favorite authors. Tim became famous at the very beginning of the whole biohacking movement that you see nowadays.

Speaker 3 But what Tim would do is he started testing all these ideas on himself. So he literally gets blood tested every day.
And he'd go do crazy things.

Speaker 3 He gets blood tested, do these supplements, get his blood tested, try this. And like, so he was becoming a human guinea pig.

Speaker 3 He was learning all these things in real time, according to his own body, his own blood work, everything to learn all this cool stuff.

Speaker 3 And then from there, after he was a human guinea pig with thousands of different tests, then he wrote this book about here's all the things I did to help me to be more successful, right?

Speaker 3 and so I always think about that when I go through this phase is like I'm becoming a human guinea pig I don't want to test out my philosophies on somebody until I've proven they've actually worked right because if someone gives me money I want to make sure I'm going to get them that result okay worst thing someone gives you money and you lead them on a path like this you do that you lose your credibility it's gonna get hard to get new clients all sorts of stuff so I need to figure out how to make sure I can replicate the success for myself right and I do it again and again and again okay I keep testing on myself and I launch a second funnel and a third funnel and during this process is where you're learning like all the intricacies.

Speaker 3 I remember during this time, at the time, like most of my, most of my businesses were in very specific consumer markets, right? So like potato guns, weight loss, things like that.

Speaker 3 And then I got some clients who came to me who are like, they wanted to do it like a chiropractor or a dentist. I was like, oh, I got the PEF.

Speaker 3 I made the whole path. We tried to launch it and it didn't work.
I was like, wait a minute. This is different for traditional local businesses than it is for a digital business.

Speaker 3 And then I had an e-commerce guy. Hey, we have an e-commerce store.
I want to do the same thing. I'm like, okay, let me foresee the path.
We plugged it in.

Speaker 3 It's like, this doesn't actually work for e-commerce stores, right? And so I started learning that, okay,

Speaker 3 when does my framework hypothesis, when does it work? When does it not work? Right. And making tweaks and changes, tweaks and changes.

Speaker 3 And so from that, I figured out, okay, if I'm selling e-commerce, like it's the same framework, but this is the nuances, the tweaks it makes if you're doing e-commerce.

Speaker 3 Here's the nuances you make if you're a dentist. Here's the tweaks you make if you're a chiropractor, right? I started learning how my hypothesis would work with different business models.
Okay.

Speaker 3 Now for me, fast forward, you know, a decade later is when I wrote the dot-com secrets book. And if you've read the dot-com secrets book, if not, go read it.
It's my first book I ever wrote.

Speaker 3 But it's the result of me testing this hypothesis over and over and over again and realizing like there are laws, there are patterns that work consistently over time. Right.

Speaker 3 That's the thing you as a coach.

Speaker 3 you have to understand is what your job is is you're recognizing the patterns that are working right and then you're helping other people to implement these patterns into their business into their life into their health whatever it might be right and so for you though it's like you got to figure out like what the patterns are and get really really good so now it's fun if i have i can have almost any business owner in the world come to me doesn't matter what kind of business you're in and they can tell me about their business i'm like okay i've got a dozen patterns that i know work okay oh e-commerce it's gonna be these two patterns work the best for e-commerce oh you're brick and mortar oh you're doing high-end coaching oh you're doing and i pick the frameworks that i know work consistently for those things and then i can plug them in and it's just like now we know exactly boom how to get the the actual result okay so that's what's happening during this whole you know step number one of creating the head the framework hypothesis and number two is testing this hypothesis on yourself over and over and over again okay this is the part most people miss Most people, they read a book about something and they put a flag in the ground like I'm a coach.

Speaker 3 And then they coach people and the people get lost in these paths and don't have success. Okay.
Again, you want to figure out a way to get people to be successful. It's the key.
Okay.

Speaker 3 And so this step is crucial for you to understand. You got to test your stuff over and over and over again on yourself.
Okay.

Speaker 2 All right.

Speaker 3 Next step, step number three. Now, so step number one was creating your framework hypothesis.
Step number two is testing your framework hypothesis on yourself, becoming a human guinea pig. Okay.

Speaker 3 And then number three in the process is after you figured out the step-by-step process then you need to give it a proprietary name it's got to be your name like your unique wrapper that you have around this thing to make it unique okay and so you think about this the reason why that's so important is because there's a lot of people who sell this result right and they may be selling different ways but what's unique about yours if i'm going to be selling coaching or a framework i got to have my own proprietary name for what it is i'm doing okay uh if you studied any of my stuff in the past you know i have proprietary names for almost every one of the frameworks i teach right every one of these these systems.

Speaker 3 I have like one's called the perfect webinar. I have one that's called the Epiphany Bridge.
I have like all these different frameworks of things I teach.

Speaker 3 Every time I teach them, I give it a proprietary name so that it's mine, so that I own it. Okay.
So it's not just like everybody's out, everybody else's, right?

Speaker 3 If I was going to go and launch a weight loss company, okay, I would look at like what are the other names?

Speaker 3 Like there's paleo, there's keto, there's uh Atkins diet, there's there's a million different diet names, right?

Speaker 3 If I was gonna launch a new name, I would find a way, like, how do like, how do I name this framework something different that's unique so I can talk against all the other options that people are are trying okay one of my favorite there's a guy um uh in my atlas program Jeremy Miners some of you guys may know Jeremy he is a sales trainer and there are a lot of sales trainers on the internet tons of them in every different industry and Jeremy like when he came in he brought his sales formulas and frameworks and stuff and obviously they're they're amazing he's one of my favorite sales trainers actually I've ever met so like he's he's that good but I think what makes him most unique and the reason why he has so much success in the marketplace okay he's not just like another sales training guy like everybody else out here.

Speaker 3 He created a proprietary system called NEPQ, right? And NEPQ is his.

Speaker 3 It's the proprietary framework that he created. Now, if you go inside of it, like yeah, there's a lot of sales principles that people find in other frameworks, but this is his proprietary thing.

Speaker 3 So the third step is after you figured out your process, like what is the actual framework? What are you titling it? Anything else down like who make who cares? Like this matters more.

Speaker 3 than you'll ever ever understand. Okay, after you have the framework, then you own it.
And then people start referencing your framework.

Speaker 3 They start referencing you over and over and over again right and so it's important that you've got this proprietary framework think about the best books out there right think about the guy that wrote the five love languages book right

Speaker 3 tons of people in the marriage and counseling world all reference this book they all call it the five love languages it's his proprietary name that he used right now all these other people who are using it talking about all lead back to his book his coaching his programs okay um so you got to think about that like what are you going to call it what's your proprietary framework name okay so that's step number three here all right now i'm going to move move on to step number four.

Speaker 3 Okay. So we've done a couple things, all right? We created a framework hypothesis, went and tested it.
Step number two, we tested ourselves over and over again to be perfected it.

Speaker 3 Then number three, we gave it a proprietary name. And step number four now, and this is where most people aren't willing to do the step, but the step is key.

Speaker 3 Okay, step number four is you have to go and prove it now on somebody else. Okay, it worked for you, right? You got the result the first time.

Speaker 3 You were able to replicate a bunch of times over and over again. Now you got to go get that result for other people.

Speaker 3 I see a lot of people, they go through this process to create a firmware and they start trying to sell.

Speaker 3 Like you can do that, but if you want to be very successful, okay, you got to make sure this works for other people. Okay.

Speaker 3 And again, we're not going to get to the selling side of this business right now, but if we were getting to the selling side, right?

Speaker 3 Me saying, hey, I made a million dollars. Like, let me show you exactly how I did it.
That's, that's strong.

Speaker 3 But what's way stronger is like, hey, I had some success, you know, building a business, but I helped these 12 other people do it. And I want to tell their stories.

Speaker 3 And these people are telling their stories. That's such a more powerful sales argument, right? Because now you're talking about how great you are.

Speaker 3 Cause someone can look at you like, well, you did it because you're superhuman. You're Russell Brunson.
You're Tony Robbins.

Speaker 3 You're, you know, they'll look at you as like, well, you have something unique that nobody else has. But if you can get the same results for other people, that proves that you are a good teacher.

Speaker 3 It proves you're a good coach. It proves that you're not just, you know, spouting off things, but like you actually can help other people.
So that's one of the most valuable assets.

Speaker 3 And so for me, I remember,

Speaker 3 if I go back in time, this is before we launched the QuickFunnels business. I I had been doing funnels for a long time, right? I had launched, I think I did the math one day.

Speaker 3 It was like 80 or 90 funnels I had launched. I had done this process more than most people ever do in a lifetime, right? And so we had all these results of us doing it.

Speaker 3 Then I started writing the dot-com seekers books. I'm writing the book.
I'm putting all the frameworks in there. I tested on myself.
And then I realized I'm like,

Speaker 3 these things are all in my head. I know they work for me, but they work for other people.
I don't even know what they do.

Speaker 3 And so I started thinking, I'm like, hey, somebody who buys this book, who eventually buys my coaching, what does that person look like?

Speaker 3 What does my dream customer look like? Who do I actually want to serve? Right. Like, who is me five years ago that I would love to actually help that person?

Speaker 3 And so for me at the time, I was, I had gained a little bit of weight. I was a little chubby at the time and I was trying to figure out lose weight.
And so I was following all the influencers.

Speaker 3 And there's one guy that really spoke to me. His name is Drew Cannoli.
He had a company at the time called Fit Life TV. And just, he was awesome, right?

Speaker 3 I remember watching his stuff and he was talking about juicing and all sorts of stuff. I was like, I really like Drew.
And so I just randomly messaged him one day. I'm like, hey, man, you're awesome.

Speaker 3 You know,

Speaker 3 I do this stuff with funnels and like, I'm kind of this nerd over here and I'm trying to find someone to coach. Can I come coach you for free?

Speaker 3 And he messaged me back. He's like, hey, yeah, I've seen your stuff online.
And he's like, well, what's the catch? I was like, no catch at all. I just want to prove my stuff works.

Speaker 3 Can I come and coach you and your team for free? He's like, well, I guess, but like, but like, like, what's it going to cost? I'm like, no, I'll pay for, I'll pay my flights, hotels.

Speaker 3 I will come and just coach you guys for free. And he's like, but, but like, what's the, like, there's got to be some catch or something, right? I was like, literally no catch.

Speaker 3 I just want to prove, I got to prove this stuff actually works. Like, it works for me, but I need to prove that I can actually coach somebody else through the process.

Speaker 3 And so finally, after a whole bunch of backwards, like, fine, like, sure, go for it.

Speaker 3 So, I flew out on my own dime, went to his office, met with his team, and I didn't realize at the time that the team, they'd been struggling.

Speaker 3 They'd built a big business and they had kind of fallen apart.

Speaker 3 And like, anyway, they basically they showed me their numbers and they're like, we're about, you know, month and a half, two months away from closing the doors. I was like, oh, crap.
Okay.

Speaker 3 And I didn't have this. this verbiage at the time.
Like I always tell people now, like you're one funnel away, you're one funnel away.

Speaker 3 But if I would have, I would have said, don't worry, guys, you're one funnel away but we know which one is we got to create a couple just really quickly to figure this out so we sat in the room and we figured out a new funnel for their coaching funnel uh for their like their info product funnel we mapped that out with them and then uh they had a new supplement coming out called called organify they hadn't actually indeed like we had this new green drink um and so um i showed them i'm like oh here's here's how i do my stuff like i looked at my my frameworks like oh here's my supplement framework here's what i did boom i walked through exactly all the steps for how i launched my supplement i gave them the playbook the framework the everything and then after after i left they went and they put it all together they did a ton of work on their side they launched it we did voxers and phone calls back and forth to help guide him along the line and they ended up launching this thing and it blew up for him okay it became a much bigger business in the coaching business they've had ton of success for the last decade now selling organify and um And it was cool.

Speaker 3 And so I was like, oh my gosh, this is so cool because my frameworks work for me. It works for Drew as well.
Okay. After it blew up, Drew sent me this amazing video.
And

Speaker 3 he's like, the video is really cool. He's like, hey, Russell came out to our office.
We were struggling. And luckily for me,

Speaker 3 he was willing to help us. He helped us put together a funnel.
We launched it and changed everything. So he made that video.
And it was the coolest thing. I took that video back.

Speaker 3 And I was launching my coaching program at the time. I ended up writing about Drew.
And in the intro of the dot-com seekers book, I told his story. And then I launched the book.

Speaker 3 And then I created a page for my coaching application. And the page was so simple.
It was the easiest page in the world. And the headline said, I'm looking for more of my dream customers.

Speaker 3 Fill out this application to see if you qualify or something. And I put a video of Drew telling a story, okay? Nowhere on this page, am I even on the page? My face isn't there.
There's no video of me.

Speaker 3 It's just Drew being like, hey, I worked with Russell Brunson. This is what happened.
This is before, the after, huge results. If you have a chance to work with them, you totally should.

Speaker 3 And there's a button down below. It said apply to work with Russell.
And then they click on the button. It would pop open, fill out a form, and then someone from my team would call them.

Speaker 3 We'd sell them coaching, right? And that was, that was the funnel. Very simple.
Two pages. That was it.
One video, Drew telling his story. And so we launched it.
And then guess what happened?

Speaker 3 People came, they saw Drew's results. They're like, wow, look what Russell did for Drew.
I wonder if he could do it for me. They signed up for my coaching.
They came in.

Speaker 3 I started having success with them. I would take people like, hey, they come to my world.
I'm like, hey, what's the issue? Oh, you're an e-commerce. Cool.
Here's my e-commerce framework.

Speaker 3 Boom, boom, boom, boom, boom. Help them launch it, have success.
And then guess what I'd say? Hey, you have some success with this. Can you make a video telling me about your story?

Speaker 3 Like, sure, of course. You just help me have success.
I would love to. They make a video telling their story.
They send it back to me. I put it up on a page.

Speaker 3 Looking for a few more of my dream clients. Click here.
If this is you. Boom, click.
It pops up. They fill out the form.
Boom, more people join the coaching program. Okay.

Speaker 3 Eventually, we got one from someone named Liz Benny. Some of you guys may know Liz Benny.
Liz Benny is down in New Zealand. She fills out the form.
We pick it up. She joins the coaching program.

Speaker 3 I'm talking to Liz the very first time. She's like, I want to be a coach like you.
I was like, okay.

Speaker 3 I was like, what you should do is a webinar. She's like, how do I do a webinar funnel? I was like, I happen to have a framework.
It's called the perfect webinar. Okay.
And here's it.

Speaker 3 So I took her through the journey. She went through the entire process, right? She wrote a webinar.
She launched it to the world. blew it up, had her first six-figure month, grew from there.

Speaker 3 And Liz is hugely successful right now. But that was kind of, I had a chance to be a little piece of the journey at the very beginning when she launched this whole thing.

Speaker 3 And then she actually flew from New Zealand out to Boise, Idaho, where I live. And we recorded a video for her.
And her video is just telling her story. Like, hey, this is what happened.

Speaker 3 I was really struggling. I worked with Russell.
It changed my mindset. It changed my everything.
We launched this business. Then it changed.
I put that video on a page.

Speaker 3 I'm looking for a few more dream clients. If this is you, apply down below.
Liz Benny video. We sent traffic there.

Speaker 3 People saw Liz's video, popped it open, filled out the form, and that coach program kept growing and growing. And that became, if you guys know, my back-end coaching program.

Speaker 3 I have a program that's $50,000 a year called Inner Circle. And I have one that's $250,000 a year called Atlas.
And like that funnel is the thing that brought all these people in.

Speaker 3 Just other people saying, I had success with Russell. I followed his frameworks and they actually worked.

Speaker 3 And if you want to work with Russell, you should click the link down below and fill out the form. And so that's it, you guys.
That is the real magic.

Speaker 3 That's the big secret sauce behind how this whole thing works. Everyone keeps worrying about like, all right, what's the, you know, how do we, what's the algorithm look like? How do we write copy?

Speaker 3 How do we do all these kind of things? And those things are okay.

Speaker 3 Like they're incremental in what you're trying to do but if you really want to be successful right it's getting people results that's it you get people results everything else will come to you okay Zig Ziglar said if you help enough other people get what they want in this life you'll get everything that you want okay it's true it's like you figure out how to help as many people possible you'll get overpaid for the rest of your life like that's that's the key that's why you guys are coming into this coaching business why you want to do it why you want to pursue it okay so I want to come back and say if you're going to do this correctly start at the very beginning go through the process like I explained it to you right go through everything.

Speaker 3 Okay. So again, first step, okay, is obviously you got to go get a result.
Okay. If you haven't got a result yet, if you want to be a coach on some market, you got to figure this out for yourself.

Speaker 3 You got to go get the result first. Okay.
Go back and do that. If you don't have a result yet, okay.

Speaker 3 You can go and build funnels for someone else who's an expert, but they have to, someone's got to have a result. That's what you are selling is the result.
Okay. The map to get the result.
Okay.

Speaker 3 Number two, then you go through and you figure out what is your framework hypothesis. What do you think is the process to get that?

Speaker 3 And then you go try to replicate it on yourself as a human guinea pig over and over and over again until you start learning it, perfecting it, figure out the nuances, the things that are working, things that aren't working, right?

Speaker 3 You get that figured out. Then you come back, give it a proprietary name.
So it's your framework, your system.

Speaker 3 Then you take that and step number one is go work for free. Find two or three or five of your dream customers and just serve your face off.
Do everything you can to help them be successful. Okay.

Speaker 3 And if you get one person, two people, three people start having success with the frameworks that you created.

Speaker 3 Then it's game over. This business becomes so simple and so easy.

Speaker 3 Then your customers will tell the story, you highlight it, you show them, people click on links, they come to the page, they join your coaching, and you do that over and over and over again.

Speaker 3 So that is the real secret, I believe, behind how to be successful in the coaching industry. All the other stuff is good.
Good funnels, awesome. Driving traffic is awesome.
Email sequences,

Speaker 3 there's so many other little things, but this is the bulk of it. Like if you figure this out, you can do almost everything else wrong and you'll still be successful.

Speaker 3 People will come to you if they find out you're the person that can get them results. I look at who are the coaches that I've hired over the last decade, right?

Speaker 3 Who are the people that that I've sought out to try to find stuff? You know, sometimes I see them from an ad. Yeah, that's, I mean, we buy a lot of ads.

Speaker 3 You know, we spend over a million dollars a month in each of our businesses buying ads. Like we see those things over and over and over again, right?

Speaker 3 And so that's, um, that's one way, but more likely than not, it's like I hear about them from other people. Other people are talking about like, did you see so-and-so? Oh, so-and-so did this.

Speaker 3 So-and-so did this. And keep hearing these stories over and over and over again to the point where

Speaker 3 it becomes really hard to not get people to come to you, right? If you focus on just getting really, really good at getting people the results, right?

Speaker 3 I look at at my business right now the reason why we're still successful we keep growing is because we're really good at that one thing we're really good at getting people results they come to me with a product a business a service whatever it is we can help them to create and launch a funnel and help them be successful faster than anyone else on this planet i believe and that's why we've been doing this for so long so i hope that that helps serve you guys as you are going through this expert journey as you're figuring these whole things out um have fun in the journey don't be so stressed about i gotta make money really quickly instead figure out how can i serve people what's the way that i can give people the best value help them get the results and if you shift your focus to that all the money will come to you But if you're focusing on chasing the dollar and trying to shortcut things, it's going to be really hard to be successful in the long term.

Speaker 3 Sure, I've seen people out there who can go and they can, they're slick salespeople. They get some money up front, you know, in the short term.

Speaker 3 But if you want to be here for the next year, five years, 10 years, I'm 20 years into this business.

Speaker 3 You want to be here for the long haul, it comes down to you really getting good at getting people results consistently over and over and over again.

Speaker 3 It comes back to like, to do that, you got to have a framework, you got to test it like crazy, right?

Speaker 3 Give it a proprietary name, and then test it on the people for free, get their results, and then share that to other people. And that's how you change the world.
Hope that was helpful.

Speaker 3 Thank you guys so much for allowing me to be here today. I'm going to pass it back to the MCs, and we'll see you guys all again soon.
Bye, everybody.