Funnels Won’t Fulfill You Unless You Do This First! | #Marketing - Ep. 41

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What's up, everybody?

It's Russell.

Welcome back to the last episode from our ClickFunnels Connect events.

I hope you enjoyed the last two.

The last one, what McCall shared was amazing.

What Bridger shared was so cool, so powerful.

And at the end of the event, I got up and I spoke for

an hour or so on offers and shared some really cool, I think pretty powerful things.

A lot of people loved it.

So I hope that you enjoy this.

This is the third and final episode from the ClickFunnels Connect event in Salt Lake City.

But I hope it gets you excited about either running an event in your hometown or attending one in your hometown.

Remember, when this episode is done, go over to ClickFunnelsConnect.com.

There's a whole marketplace of all the different meetups that are happening around the world.

We have them literally in tons of countries all happening.

And I'd say go and find one in your local area.

And if there's not one, then you should go throw one and make it a party and come hang out with other funnel hackers.

And these are meetups.

It could be two people, could be 10 people, could be 100.

It might be at an iHop, might be at your hotel, might be at your house, who knows?

But these meetups are happening all around the world and we want to make sure you guys participate in them because it's first off just a cool part of the community that you can tap into and a lot of fun.

So that said, thank you so much.

Go to clickfunnelsconnect.com and then after that, you'll have a chance to listen to my presentation about how to create your offers.

Hope you enjoy it.

Thanks so much.

This is the Russell Brunson show.

Does this feel like a little mini funnel hacking live in the middle of the month or what?

Okay,

this is the vision, you guys.

We're going to do these connect events, is giving you guys a little dose of this month after month, week after week, whatever often you're going to throw parties.

Because I don't know about you, but I love funnel hacking live once a year, but then I miss it throughout the year.

And I think this is going to be a really cool way for people to connect more often, which is going to be awesome.

Thank you, McCall and Bridger, for coming and like speaking and serving these guys.

So grateful for both of you guys for showing up and serving.

And yeah, this has been fun.

So I'm going to talk, I don't know, another 30 minutes or so.

I got a couple things to share and I thought it'd be useful for everybody as a whole I kept such a weird thing something I don't know what to talk about and so I think this is probably the most this will be probably the most beneficial for for everybody so this is kind of where I landed out after going back and forth a ton of different ideas

And then when we're done, we'll hang out for a little bit.

I think the 10 or so VIPs that sign up for pictures, we're going to go somewhere afterwards to go get pictures somewhere.

So that'll happen after.

And then what else?

What else?

That's kind of the game plan.

And then at the end of this, I'll show you guys one more time if you want to host a meeting, kind of what to do.

But I want to spend a little time talking about what I thought would be Most beneficial for most people because There's a lot of pieces of this game, right?

And I love this game.

I'm obsessed with it It's funny somebody asked me the other day like first off why I didn't sell my company four years ago We had the opportunity and second like when am I gonna sell and I was like I'm never gonna sell like I love I'm obsessed with this and I remember Bill von Fumetti in my Atlas group He was like he's like people keep thinking that that like trying to figure out like what's Russell doing that makes things different.

Why is he so excited all the time?

Why is and like what people don't understand is not because he's got some motivational motivational thing or something, some secret morning routine.

The reason why he does this is because he's obsessed with the game.

And so I'm obsessed with this game.

I love it.

I think about it all day.

I talk about it.

Like, I'm going to keep doing this until I'm in a wheelchair someday crawling around and I'll be talking about offers and funnels and it'll be insane.

But,

and so I just love this.

And I think as I think about this, like the thing that a lot of people are struggling with is, or the thing that they're not focusing enough on is the actual offer.

So I want to talk about offers today for the next 30 minutes or so because

of all the things that's probably the most important, right?

As much as I love funnels, a funnel with a crappy offer is not going to work.

As much as I love stories, a story with a crappy offer is not going to work.

Webinars, eventually, like it all comes down to like this pinnacle, this thing, which is the offer, the one thing.

I'm just stretching.

There you go.

There's my high kick.

Just kidding.

And so that's what I want to talk about.

So a couple of things when we talk about offers.

The number thing I want to share, and this might be helpful for some of you guys,

because so many people I know

wait because they want to put together the perfect offer and they don't want to mess it up and so they start thinking about and they're talking about it and they spend a week and then a month and then three months and then six months and a year and then two years and two and a half years and they're waiting about the offer because they don't want to mess it up.

I want to make sure it's perfect.

And they keep waiting and waiting and waiting.

And they came to the funnel like and I have one, two, three, four, five, six, seven, eight, nine, nine and a half.

And they're like, I'm about to launch the offer.

It's like, just dog.

So first thing I want you guys to understand is the person in every marketplace that wins is the person who makes the most offers.

Do you think there's anybody in the marketplace that makes more offers than me?

Who's winning?

Okay, this is the rule to understand.

We're not trying to make wait till the perfect offer and then we will release it to the world and it'll be amazing, right?

The way you find the perfect offer is by putting out a lot of different offers.

Okay, we keep thinking we're going to figure out the perfect thing, but we have to understand is that the market is going to tell you what they want.

Okay, the way you win this game is the market votes with their credit card.

And for most of us, maybe not me, because I do so many, but for most people, they keep waiting to put out the perfect offers.

They keep waiting, waiting versus like, put out one, and it's going to fail, and put another one, another one.

And as you're doing the process, is when you're going to start figuring out what people actually want, what they don't want.

Okay.

Last funnel hacking live was really cool.

We had the Well Twins on stage.

If you guys remember before we did the pitch, and they were talking about their webinar, right?

So they went through the whole, like the Prime Mover Coaching Program, built out the webinar, they launched it, and they went and they did the first one, and nobody bought their offer.

And they're like, oh, that Russell Brunson's full of crap.

Just kidding.

But they're like, it didn't work.

And so what they did is they got on the phone, they started calling.

They're like, why did you guys buy?

What was the reason?

People are like, oh, well, we don't actually want this.

If you had something like this, we wouldn't want it.

Like, oh, and so they tweaked their offer, tweaked the offer.

Next one made more sales.

And they called the other ones that didn't buy.

Why did not buy?

And they kept going till eventually they had an offer.

Now it's crushing and it's growing and scaling.

Trey Llewellyn, if any of you guys are in the e-comm uh track that we have, we have a one-funnel-away e-comm track, and Trey does weekly trainings on that.

Trey's like the king of this.

When he launches a new e-comm offer, he puts it out there, and then every single person who opts in doesn't buy, he literally gets on the phone and calls them.

Now, I'm an introvert, I would never do that.

Trey's extroverted, loves, he's calling people, why didn't you buy?

What's the reason?

I just tell him.

And like,

if you've heard the story about the tactical flashlight,

he launches this flashlight funnel in ClickFunnels.

It's like funnel number 11 form or something.

And he put it out there and people aren't buying, can't figure it out.

He starts calling all the people.

And one guy on the phone, he's like, why didn't you buy the flashlight?

He's like, oh, I only buy things that are tactical.

Shay's like, huh.

So he opens up ClickFunnels.

The headline was, get your flashlight.

And he just wrote, he just added the word tactical, save.

Went back, started driving traffic, and conversion went boom.

And that funnel.

I wish I could tell, I wish the whole like, you can't tell income claim.

Anyway, but that was was like that funnel made more money in six weeks than most people will make in a hundred lifetimes.

It was insane.

We watched because Stripe, it's a Stripe connect camera, so I can watch the stats, the numbers.

And we had, I don't know how many, five or six thousand people on ClickPhone's platform when Trey launched this, and the offer started going up.

And I remember, because me and Todd are freaking like, look how much money all of our customers are doing.

And like, there's actually all in, or it would have been Snapchats, Snapchats of me like showing like the click, like, look, these guys are making like, you know, like you guys as a whole, you guys make like four or five hundred thousand dollars a day.

I were freaking out right showing this thing it turns out it was like all trade's volume like he was the only one but it was good for me because i didn't know and so i had so much belief like oh this is amazing but it was all coming through this one funnel that trade did and he did it because he was putting out these offers offer after offer and then and then talking people figuring out and then just changed one word to tactical and then boom took off so you never know right and so we got to keep putting things out there like we keep waiting there was a guy that was in our community um During the first two or three years, and he left for a couple years.

He's back right now.

It's been fun watching him.

But when he first came in the market, I was following him on Facebook and he would put out a new offer like almost every day, just his Facebook meeting.

He put out this offer and he put out another offer and he did PR stuff.

And so he's like, always type some PR thing and this other thing.

And after a while, I messaged him and I was like, every day you're like.

putting out some new offer.

He's like, yeah, I'm trying to find out what's the best offer.

And he kept doing that after a week or two.

And then finally had this offer.

And he's like, that was the one.

It was just the way I framed it, positioned a little bit different, and it blew up.

Everyone started coming to me.

But he was just, he was putting things out there and just testing the market, right?

And waiting to see when the market votes with their credit card.

And so I want to give you guys, again, the freedom to put out a lot of offers, putting them out there, right?

The person in every market who makes the most offers is the one who wins.

Okay.

And so that's number one thing I want to share.

Number two, sometimes we're scared of like, I don't put our offers out there.

Like they're going to be mad at me.

You're annoyed at me, right?

But you have to understand an offer is the way that you change somebody's life.

That's the key.

If you start taking this mental shift, an offer is not just like you trying to make money off someone.

An offer is the thing that changes somebody's life.

I look at my life, and there were definitely a couple offers that I purchased that radically changed everything for me.

The first one, my wife and I was married, we were married for a year.

I was trying to make this whole internet marketing thing working.

I was struggling.

I had no money.

She was making $9.50 an hour supporting us.

I was wrestling.

We're trying thing after thing.

And I remember this guy named Mark Joyner, created an offer.

It's called the farewell package, and it was $1,000, which $1,000 may not seem like a lot to you guys, but as

a 21-year-old newlywed wrestler without a job, whose wife was making $9.50 an hour,

That was a, that was, that was everything, right?

As the $1,000 offer, I'm like, I can't afford this.

And I would watch him do this promotion, the campaign, and like, I would think about it.

I would, like, just constantly going through, like, just, I need to buy this offer.

Like, I know this is the thing that's going to change my life.

Um, all the way up to like finally towards the end, urgency and scarcity, selling out.

Ah, and I was like, and so the night before selling out, they put out this audio.

It was like two or three hour audio of this guy, Mike Chen and Mark Drewer, talking about it.

So, I'm listening to the audio all night, I can't sleep.

I'm freaking out.

Like, I have to have this.

Um, I still remember the feeling, I love that feeling.

And I'm laying there, and so I'm late.

I like, I didn't sleep the whole night.

And next morning, Clutt wakes up and she's like, Oh, what's going on?

I'm like looking at her.

I'm like, hey,

I need to buy this thing.

She's like, how much is it?

Like, a thousand bucks.

She's like,

put it in perspective, we didn't have a thousand dollar credit limit on our credit card.

Like, we couldn't even like, I couldn't if I wanted to.

And she's like, okay, I trust you.

I'm like, what?

Why would you trust me?

I have no track record.

Nothing.

Anyway, so we had to call the bank, increase our credit limit, bought the thing, you know, get shipped out to me.

And it was the first time I'd actually invested in myself.

And that offer changed my life.

Like, it went from me having no business to that was the thing that shifted me.

And I've told Mark Jordan this many times since then.

I'm like, like,

his willingness to put out an offer and to push it and to promote it and to talk about it is the thing that shifted my life

forever.

Like, I'll be forever indebted and grateful for him because he put out that offer.

And for a lot of people, like, oh, he's spamming, he's scamming, he's trying to make money off everybody.

Yeah, he made money off everybody, and he changed a whole bunch of people's lives on the way.

Like, when you shift in your mind, where an offer is how you change someone's life, then it's like, I'm not scared to put these out there because I'm trying to change someone's life.

So, keep putting them out there.

Like, I hope that gives you guys some freedom.

So, offers are the way you change somebody's life.

Now, this is why I want to put in perspective why offers are so important to understand and to learn and to master.

There's a guy named Claude Hopkins.

Any old marketing nerds in the room who know Claude Hopkins is?

Okay.

Like two of you guys?

All right.

Okay.

We'll talk more about Hopkins in the future.

Okay.

Claude Hopkins was like one of the fathers of modern day advertising, wrote scientific advertising, great book from way back in the day, but brilliant.

So Claude Hopkins,

His job title back then,

they called them Scheme Men.

So that was their name.

And the job of a scheme men is to go and actually create the most important part of the advertising piece which is the offer so he got paid full-time just to create an offer for a company okay and he got paid in 1907 he's getting paid $52,000 a year which is the equivalent of $1.4 million a year.

So he was making $1.4 million a year and his only job was to figure out how to structure the offer.

That was it.

That's how valuable that piece of it is.

Sometimes we're focusing so much on all these other things.

They're all great.

They're all important part of the piece, but like the offer is the key.

If you get the offer right, if you have a really good offer and crappy marketing, you make a lot of sales.

You got a really good marketing, crappy offer, it's way, way harder, right?

So the offer is the key piece of it.

And so that's why it's so important for us to, I think, for all of us to talk about it, to think about it, to like to brainstorm.

Whenever we're creating a new offer, that's half of the thing is us sitting from a whiteboard.

Like, what if we did this and this?

And just mapping out different ideas.

And so I just want to get that more and more in the forefront of all of our minds.

Just if we spend as much time on the offer as we use some of these other pieces, it'll help amplify everything that you're doing.

A couple other reasons why offers are important myron golden has a really cool uh bit if you've heard myron talk about it but he's like uh you can use offers to buy anything like instead of using cash to buy things you use offers to buy things so for example a couple years ago myron's like i never that is from him flying from miami to boise like five times a year for events he's like i never want to fly commercial again ever and then he called me one day after like one of the times coming to event he's like he's like russell i am never flying commercial again i'm like oh yeah i've said that before he's like no i never will fly commercial again he's like i'm gonna fly i'm like you buying a private plane he's like no but he's like um but i i from this point forward i'll never fly commercial again and he hasn't all right and i was like how are you gonna do this he's like well every time i want to go somewhere if i want to come to one of your events i do is i make an offer people pay for my plane and then we fly to the event so How many of you guys are, if we have any inner circle members here, if you guys are inner circle and you come to Boise, Myron's always there, and you notice he always brings this huge entourage of people.

Most of them are inner circle members out at this point.

And he's like, hey, I'm getting my private plane.

If you want to fly with me on the private plane, you each chip in 30 grand.

We'll get a private plane together and we'll network and talk the whole time in the air and the whole time back.

Okay, and everybody gets excited.

And so, if you get on a little Myron's list, every time he's going to any event, he gets sends out an offer before every single thing: hey, I'm going to so-and-so.

Hey, I'm going over here.

I'm going to Mexico.

Who wants to go with me?

And then he flies private, and he just has everybody else pay for the flight, creates an offer, they pay for the flight, and then travels there, right?

And he's like, Everything my life I want, he's like, I create an offer to pay for it.

Okay, another really good story about this:

Paul McCartney and John Lennon,

they

obviously the Beatles writing songs and stuff like that.

And one time they were sitting down and they were trying to figure out, like,

they wanted to build a swimming pool in their backyard or whatever, right?

And Paul McCartney turns to John Lennon and says, let's write ourselves a swimming pool.

And they sat down and they wrote the words, love, love, me, do, wrote the song, launched it, the money came and paid for the swimming pool, right?

How do you write ourselves a swimming pool?

Like, that's what good offers are.

You create a good offer and you put it out there and it pays for whatever you want.

Okay.

First time I ever experienced this, I was newlywed.

Clint and I were in our,

we'd been married for a year and a half because we were, first year we're in in a rental and the second year we bought a house because I read Rich Dad Poor Dads.

We bought a duplex.

Anyway, we're in the duplex.

I started my business.

I had a couple thousand people on my little email list at the time trying to sell stuff.

And Christmas time was coming up.

We had these, so my wife's six, five and a half years older than me.

And so when we got married, I had nothing and she had stuff.

She had couches and everything.

So we moved in this house and it's like all her stuff.

I'm like, this is great.

Like, I don't know if you have any of this, right?

But she's had these couches for like a decade and she's like, doesn't want them.

And so my business makes a little bit of money.

I'm like, okay, I'm going to, I'm going to buy my wife new couches for Christmas.

That'd be amazing.

And so we went to RC Willie, and new couches were like $3,600, which

that was a lot.

Like $3,600 is a lot of money.

And so I'm like, well, I can't afford it yet.

What do I need to do?

And then I was like, what if I put together an offer and put it out there?

And maybe I can get people to help me pay for this for my wife.

And so I put together a sale.

I remember it was Christmas time and I called it the Grinch sale.

I had a picture of the Grinch on it, the headline that said something about the Grinch.

And I created this really good offer.

I was like, hey,

for, I think it was $27, maybe $37, $37.

It was $37.

$37, you get, it was like eight different products.

And most of them I bought resale rights from or licensing rights or things like that.

And but I put it all together and they're all really, really good products, right?

It was $37.

You get all these things.

And then in the copy,

I wrote the reason why.

There's a book called, by the way, anyone, Justin, this is for you too.

There's a book I'm trying to get called Reason Why Advertising.

I'm looking for a first edition.

It's one of, anyway, I cannot find it.

If anyone can find, CJ should know, Reason Why Advertising.

Anyway, the guy wrote a book about the whole thing is like when you're advertising you just give someone a reason why like they're basically they're more likely to buy so in this grinch sale i'm like here's the sale

the reason why i'm doing this is I want to buy my wife a couch.

We've been married now for two years.

She brought the couches in a relationship.

They're really old and I can't afford them, but I would love to give her a couch.

This would be everything for her.

And if you guys will buy this offer from me, I'll take the money and I will give her a couch and then I will put a card on it with all of your names on here.

It's like part of the gift that you all gave to my wife.

And so I put the sales letter down.

I sent an email that night to my two or three thousand person list.

And I was smart because I'm a funnel funnel nerd.

When they signed up for the offer on the next page, they could become an affiliate to promote the offer.

So send the email out, go to bed, wake up the next morning, getting ready, decide to check on my stats, jump on the computer, check my stats, and we're like $8,000 in sales.

I was like, what?

The crap.

And then I go to school, come back from school, refresh my thing, like $18,000 in sales.

I was like,

what just happened?

Like, I have no idea what's happening.

And it keeps going, keeps going.

And over this little campaign, we have selling over $30,000 in this little thing.

And thank you.

And what's crazy is like, some people bought it.

And then on the thank you page, like, I remember one guy, Carl Galetti, at the time, was like, that had the biggest list.

He bought it.

He's like, this is a great offer.

So he became an affiliate, he promoted.

That's what this big spike came.

And then a bunch of people saw it and they promoted.

And all these people started promoting.

I'm like, what is happening?

This offer is blowing up, right?

And then I got all these letters from people who were like, I bought it twice because I want to make sure your wife gets the couch and da-da-da-da, all these kind of things.

And so afterwards, I told my wife, anyway, I love my wife.

she's very risk adverse and so i'm like i'm like honey um these people on the internet send us money i'm buying you a couch and she's like is this legal i'm like i i i think pretty sure it's legal we'll find out so we bought the couch and after we got pictures of it on the couch we sent it out to all the people like thank you so much for helping with christmas and and um but that was the first time i was like I used an offer to pay for something.

I didn't pay for that out of my own pocket, right?

Some of you guys have heard Dan Kennedy story.

He told it at the first funnel hacking line we had him at, where he always talks about when you have something, you send the bill to the herd.

That's a Dan Kennedy phrase, right?

Send the bill to the the herd.

And so when Dan was going through, I think his second divorce, one of his members messaged him and said, Hey, Dan, we're just curious, like, when the offer's coming out.

Dan's like, what are you talking about?

Like, well, we figured this divorce is expensive, but we know you're not paying for it, so what do we got to buy from you?

And the guy's like, and Dan's like, you're right, hold on.

He faxed him out an offer, and then everybody bought it and paid for the divorce, right?

But like, that's the power of offers.

Like, you get the skill, so when you learn it, you guys, like, that's what's amazing.

Like, you want to get something crazy, you can go and do it, right?

Okay, so I want to talk about

my gimp arms.

I'm so sorry.

Someone asked earlier what happened.

So for those who don't know, so a month and a half ago, I went to a wrestling tournament.

There's a wrestling tournament every year for old guys.

And somehow

in the tournament, I get in one of my matches.

I came off and my bicep wouldn't flex.

I was like, that's really weird.

Oh, well.

And then they called my name again, so I went to another match.

That match I shot and the guy sprawled in my arm.

I heard my bicycle pop.

And I was like, oh, crap.

That's not good.

And then luckily I flipped him over and I pinned him.

I still won the match, even with no arms.

The refs lifted my hand.

I can't get my arm up.

He's looking.

I'm like, oh, I get off.

I look down and I was like, oh, dear me, these do not look like arms.

They go like the weird, there's like a three-inch gap between here and here.

And then I was like, well,

my wife and kids were in Hawaii for spring break.

I was like, I'll figure out later.

So we jumped on a plane.

I flew to Hawaii.

I'm trying to lift up my backpack.

I'm like, I can't even lift this thing up.

And then I'm in Hawaii and my arms look like that elephantitis.

They were just swollen up, like yellow and purple.

And like, for the whole week, I was just like, but I knew that my wife didn't want me to go wrestle.

She wanted me to be on spring break with her.

And so it was already this weird weird thing.

And so as I'm flying to Hawaii, like can't move my arms.

I was like, if she knows I'm hurting even a little bit, I will never let this down.

So I showed up.

I was the most happy wrestle on the history of the planet for a week straight.

I'm like, ah!

And

we fly back home.

And then I was like, I probably should get these looked at.

So we went and got

MRIs and both of them.

I'm like, oh, yeah, the muscle.

detached from the bone on both of them.

Like, oh, crap.

So they basically, this one, they went in first, they cut it open, they go up and they grab the bicep.

And this one had some frayings.

They cut it and then they pull it down and then reattach it.

They that for two weeks, I had a thing, I had just one, I tried to get him to do both at the same time.

And then, um, the question that my wife and the doctor asked is like, well, if you have no arms, who's gonna wipe?

I was like,

okay, you can do one at a time.

So, we did this one first.

So, for two weeks, I had that one.

Then, two weeks later, as soon as this one could move and I could do basic things, then they did this one, cut it open, went up there, grabbed it, resewed it.

And this was on a Friday, we did the second one.

The next Monday, I had inner circle circle that was for four days on I was on stage in double cast like walking around so right now it's good I have big two big slashes and I can almost extend my arms but I'm I'm in PT and it's really weak so like I said this is the time to wrestle me if you want a shot but I'm still I don't need arm I can arm wrestle

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Okay, ADD Russell.

I don't even know where we were at.

Oh, I know, I know, I know.

Okay.

Okay, start with this.

So there's three types of offers, okay?

The first type of offer is what's called

repair.

And if you look at like advertising, marketing, business history throughout time, like back in the early 1900s, this was the only kind of offer that people could make, right?

Because because most people like us couldn't go and build brands There was like Sears and like the big companies would build refrigerators and car companies and stuff like they were external from us entrepreneurs, right?

They'd build these things and so when entrepreneurs came into the scene like the way entrepreneurs typically would make money is that they could come they could repair something like oh your fridge is broken I'm starting business.

I will fix your thing, right?

So it's repair.

A lot of people are in repair businesses now, right?

Repair, you think about it's like someone has a car and something's broken, I'm just going to fix it, right?

You think about therapy as in a repair business, right?

right marriage is not doing well we're gonna fix it right because the fixing so there this is like one tier of offers and repair is good traditionally though there's not as much money in repair but it's it's the way a lot of people live to this day like that's that's that's um still a way a lot of people make money okay second type of offer

is called improvement okay

So this is where the whole, like when I was in college and high school and stuff learning about business and entrepreneurship, they'd always talk about, okay, what your job to do as an entrepreneur is you find something that's got something good, a mousetrap, and then you build a better mousetrap, right?

That's improvement.

This is where 90% of people's offers land is here.

And this is good.

It's better than repair.

Improvement's better.

So repair is like, your car is broken.

I'm going to fix the engine.

Okay, improvement's like, that car sucks.

Here's a better car.

You're changing somebody's vehicle, right?

Repair and then improvement.

You can usually tell that your offer is an improvement offer if the words, if the letters ER are somewhere in how you describe it.

It's kind of like this, but better.

It's kind of like this, but faster.

It's kind of like this, but like E R, E R, you're using this as an improvement offer.

Improvement offers a good.

Again, most people, this is where they live at.

Most people in my world, marketing educators, are teaching people literally this.

Like, I go to their courses and they're just teaching people how to make improvement offers.

I'm like, oh, that's good, but

there's something better.

And there's a time and a place in everyone's value ladder where improvement offers are what you do.

The positive thing about improvement offers, they're easier to make.

because it's just like, oh, mine's better than this.

It's just like this, but way better.

The downside of improvement offers is for somebody to take an improvement offer, they usually have to admit that they failed at something.

There's a lot of personal thing where it's like, oh, I failed at this, but this one's supposed to be better, so I'll try that instead.

It's harder.

Also, this is based off of

like people

have desires to change,

but most people like,

I think about like the...

Like the people in my world that aren't like in this world this world like you guys are all weird We're all freaks here

But in like the normal humans, right, most people don't actually want to improve.

They say that, but most people don't actually want to.

If you look at my business, usually we're bringing people in on the third one.

And then, but my back end, like my coaching programs, Inner Circle, Atlas, are people who'd want to improve.

Like those are improvement offers on the back side of my value ladder.

But the front side of my value ladder, to make it more efficient, more effective, and get more people in, is the third type.

which is new opportunities.

Okay.

And this is by far the best.

So if this is your car's is broken, I'm going to fix the engine.

This is your car sucks, I'm going to give you a different engine.

New opportunities like, why would you drive somewhere?

Let's fly.

I got a plane.

It's a new opportunity.

It's something completely different.

It's not in the same genre or class.

It's like, this is different.

This is better.

This is a better, faster way to get the thing you want.

And so that's the way.

So any offer you create usually is going to fit somewhere in one of these things.

And you probably have offers that are going to be different ones, right?

And again, like...

Like click funnels when we first launched click funnels initially a decade ago.

It was a new opportunity.

Okay, in today's marketscape, it is no longer a new opportunity.

So ClickFunnels, when we position now, is an improvement offer.

Because a lot of different things we improved, this is how it's better in our site.

There are still this repair.

A lot of people who are agencies, your funnel sucks.

I'm going to fix your funnel.

I'm going to do repair.

I'm going to do conversion.

I'm going to do like, there are repair offers as well.

So you think about this, like your offers will fall in different spots.

But for me, when I'm building an offer, I want to know ahead of time, like, this is what I'm doing.

Okay, if I'm creating a front-end offer and I want to get to the masses, a new opportunity is a better way to get people to get the masses in, right?

And if you, I go deep in this in Expert Secret, so I'm not not gonna go too deep right now, but it's a better way on the front end to bring people in.

But after someone comes into your world through a new opportunity, then usually every other step in the value ladder is like, cool, now you have this.

Let me show you a better way to do it.

Let me show you a faster way to do it.

Let me coach you so you can implement it quicker.

You know, it's like usually I'm moving through improvement offers.

And a lot of times, my high, really high-expensive stuff would be more one-on-one.

Like, when people do my $100,000 consulting day or things like that, it's repair where it's like, all right, come in, show me a webinar, and then we'll just fix it.

And so

it's kind of backwards.

We're like,

yeah this like usually goes the pricing goes this way unless you flip your value out of then it goes that way anyway some of you guys understand that if you don't don't worry about it you'll get it next time you watch the replay because I don't know how to explain it but I think that's right

okay

so that's the that's the first thing I want to just kind of is to bracket things into those those three things okay now the next thing I want you to understand is that

Every problem in your business now is going to be solved by an offer.

Okay?

So you think about this.

If you have a business right now and you just don't have enough customers to sell to, it means you need to create some type of lead generation offer to get more leads in so you can sell them something.

It's a lot of times they're diagnosing a business and they're like, yeah, this crazy thing over here, it's awesome.

Like, how do you get leads?

We have no way to get leads.

Okay, like, then you need to focus on an offer that's going to get leads in so you can actually sell them something, right?

If you have a business and you're struggling with cash flow, like, we just can't keep cash flow, I can't pay the rent, I can't pay the bills, da, da.

It's like, okay, you need to create an offer to solve that problem.

You need to create some type of continuity offer.

Continuity offer will get somebody in.

Now you have recurring revenue.

Now it's like, okay, now that's taken care of my fixed costs, and that's, it's easier, right?

If you're struggling at revenue, it's like, hey, I need more revenue in my business.

Cool, you need a high-ticket offer, right?

So like, like, offers will fix whatever part of your business you're struggling with.

So when I'm diagnosing somebody, they're hiring me for whatever, and it's like, something's not working, what is it?

It's like, okay, what's broken?

Like, what's the offer we create to fix that thing?

It's even true outside of just marketing and sales, right?

Like, I need more staff.

My employees suck.

Whatever those things are, right?

It's like, hey, you just need an offer to get the right employees into your team.

Like, people always ask me, How'd you build such an amazing team, right?

It's like, well, sometimes it's like we put a job application and someone sees it, and they that's the offer.

But other times, like, we find someone and we recruit them, right?

It's like, I got to make a better offer to get that person than somebody else is making them, right?

And so, if you're struggling with the staff of the team, it's like, hey, make a better offer to get the right people into your room so you can actually work with them, right?

So, almost any problem in business and honestly in marriage and life and family, like it can be solved by figuring out the type of offer you need to make that thing work.

That makes sense, okay?

So, that kind of hopefully comes back to all these things.

All right, now through those lenses

I just want to go through some things

if you have an offer as you're thinking about an offer things that'll make your offers do better and I've got a list of a bunch of those and that's what I'm gonna focus on for the next little bit okay I wrote in my notes I call these offer amplifiers things to amplify your offer right how to increase the perceived value of the offer so the first thing

the first thing I want to talk about is one of the one of the mistakes people make

is, and you hear this all the time when someone's making an offer, like, oh yeah, the salespeople, salespeople are on the the phone.

I'm on the phone, people, and the people don't have money.

Like, they're broke, they don't have the money.

And I want to reframe that for you because

people not having money is almost never the real reason why someone's not buying, right?

You think about this: like, if I go downtown Salt Lake over here, and I find someone who's living on the side of the road, doesn't have a house, doesn't have anything, I go up to that person, I was like, hey, I got this course to make you a bunch of money, it's $1,000.

Do you want it?

What are they going to say?

I don't have $1,000.

I'm broke.

Now, if I go to that exact same person, I pull up in a Lambo, like a $500,000 Lambo.

I'm like, hey, man, I I got a Lambo here it's $10,000 you want to buy it do you think you'll figure out how to get $10,000?

Yeah like every human on this planet will figure out a way to get the 10 grand to buy the Lambo because the 500 because it feels

it's feels like such a good deal.

It feels free feels better than free right?

So when I'm creating any offer like that's what I'm always thinking through it's like I have to create something so when they see it they're like oh yeah I'm gonna sell kidney if that's what it takes I need to do that to buy this thing right if that you get them believing that like that's the thing that's how you have to figure out how to create an offer so I'm always thinking about that as I'm creating an offer How to make it feel free?

How to make it feel like they'd be an idiot?

Like, I want them to be willing to mortgage their house, their kids, whatever it is, to buy this thing because it's such a good thing, right?

Like, that's the lens you got to look through.

Not to say, oh, yeah, it's a good offer.

You people should buy this, it's really good.

I get people all the time that come to me who are like, Yeah, no one's buying my offer, I can't figure it out.

It's like, like, you gotta amplify it to get somebody to literally be willing to do anything, right?

So, I was thinking about like if you're driving down the street and find a guy and you give them a Ferrari for $10,000, like they'll figure out how to do it.

You need to make your offer feel like that when they're getting when you're presenting it to them.

Okay, so different ways to make them feel that way.

Number one is what are the deliverables of your offer?

If you look at traditionally when I'm doing an offer, I always have like an offer stack, right?

Like you're going to get this, you're going to get this.

So we have like the deliverables of what they're going to get, right?

And so this is the first way we get it to

feel a certain way, right?

You're going to get this and this and this.

So we kind of break down all the different things you're going to get when they buy the thing from you, right?

Which is pretty simple.

And so

the mistake a lot of people make, especially in like the info coaching world, is they're like, you're going to get a course about this, and we're going to give you a course on this and a course on it.

And you keep stacking like information for people.

But the problem is that it gets more and more overwhelming.

And that's not usually the thing.

So for me,

when I'm creating offers, make things irresistible, is I'm looking, okay, usually I'm going to have one component and one component only that is information.

So the first part might be, okay, this is information.

And then the other parts of the offer, more information makes it feel heavier.

It doesn't make it feel more free, right?

And so I'm like, what are the other things?

So I started looking for external components like tools or scripts or things that are that are just unique right I remember back in the day we did an offer this is pre-click photos we did offer go high ticket secrets and so we had a training course to teach people how to sell high ticket and then after that it's like okay what are all the other things that we can include in this offer that they don't have to be big but they're like they they're just like there's intrinsic value like oh that'd be so cool right so we started putting in like here's the legal contracts that you like the contracts we have people sign here's um

here's the sales scripts we actually use like so it's like a two-page thing but it's like you get these two pages are a sales script here's the um you know think like the lead gen sources we get so it's like external things usually it's like some kind of tool or it's a um a contract or something that that it um they would have to go figure out on their own right not just more information and that's one of the big things that a lot of people do is they try to overwhelm people with too much information instead it's like here's the info product and here's all the other things that you're gonna have to figure out on your own that we're just gonna take care of it for you okay so that's kind of the next piece in here okay after we have that then the next thing to understand is that if I just make someone like, here's the offer, I go find the guy in the side of the street, you're gonna get this, this, this, this, and this.

Some people might be like, oh, yeah, that does, that is worth $100,000 or is worth whatever.

But most people aren't going to just get it intrinsically.

So the next thing, as you guys know, is we make an offer, it's important, it's essential that we are tying a story to each piece of the offer.

And the story increases the perceived value of the thing.

I think the first time I really did this was at Grant Cardones event, the $3.2 million one we did,

because I was spending a lot more time

trying to go deep on what the actual bonuses were.

Like a lot of times in the past, I would just go fast, like, you're going to get this, and you're going to get this, and I was like, I'm going to slow down, I want to spend more time.

And I remember consciously thinking, okay, before I introduce each piece of this bonus, I actually want to spend time telling a story so that the perceived value of just this piece alone is so high that they like just...

that one thing alone they're going to go buy right and so i remember doing the whole event get there in the stack and the clubs talk about you get click funnels for free and then you get the funnel building a funnel hack system and then i had a couple other bonuses the next one was traffic secrets now in the past when i'd given people traffic secrets i'm like hey how many guys have you trafficked your website yeah it's really cool so i have a course called traffic secrets you bunch of traffic right and it did okay but at the cardone event was the first time i was like instead of me telling them what it is and trying to explain the value of it let me step back and i'm gonna actually like I'm gonna show them what it's I want them to believe that this one piece of loan is worth a million dollars okay so what I did is I told the story I said John Reese created this course back in whenever called traffic secrets the first offer that ever made a million dollars in one day 18 hours a million dollars right and I bought it for a thousand dollars back then and what's crazy is that every single year he relaunched it I bought this course every year for the next decade every year I buy it again and buy it again so I spent you know whatever twelve thirteen thousand dollars buying this whole thing okay now when I came here to this event like I knew that if you guys had this traffic course it would change everything for you but having a funnel is great but you need traffic and so I called John up I was like hey man can I give everybody at the event traffic secrets for free whoever would want it for free and the whole idea is like wow going crazy, right?

I was like, cool.

Well, he told me no.

Like, oh, bummed out, right?

I was like, so

I messaged him again.

I was like, well, could I buy the company from you and then I could just give it to them for free?

And John's like, sure.

I was like, how much is it going to cost?

Went back and forth.

And finally, I was like, so I ended up buying it for a little over a million dollars.

In fact, check this out.

And I showed the wires.

I was like, do you know you can't wire a million dollars in one wire?

It took six.

And so here's wire one, here's wire two, three, four.

And so they saw the actual wires.

And also like, so I was like, so I spent $1.2 million, whatever it was, $1.2 million, so I could give this to you guys for free.

So if you invest, you get it for free.

Here what I do.

That piece right now, in their mind, is worth $1.2 million.

And I just gave it to them, right?

Before I was just like, you're going to get traffic.

You're going to need it.

The course is going to be awesome.

Instead, I came back and I told the story.

And I told the story about the next thing and the next thing.

So what we forget a lot of times is we tell our stories earlier in the webinar, but it's like, what's the story about why you created this thing?

Okay, we're working on one of of our 100K clients.

We're working on her offer stack right now, and she's got like a billion things that she could include it, right?

And so she's like, this is all stuff, like, what should I put in there?

I'm like, there's a lot of stuff.

You don't want all that many things.

And so I keep asking, like, what's the story behind this one?

And I'm like, ah, story sucks.

What about this one?

Like, I'm not looking for the deliverable as much as the story about the deliverable.

That's way more valuable, right?

Because if I go through everything that's in her stack, it's insane.

And no one cares because it gets overwhelming.

So I'm looking for four or five stories that are tied to pieces of the offer because that's what people are going to buy into is the actual story.

So we we went component after component after component.

We threw it all stuff.

She's like, You can't throw out some of my most important thing.

They need that.

I'm like, it'll be in the members' area, but we're not selling that because there's no good story about it.

I'm only including things in the offer to have a good story that I can tell because that's what increases the perceived value of it.

So that when they see this,

it's a $500,000 Ferrari for $10,000, and they're going to go figure out how to get the money.

That's what I'm trying to do as I'm creating the offer.

Does that make sense?

So, creating those stories increases the perceived value.

And then the next thing is like like when you are positioning this, the other thing to think about is

what's the alternate if they don't buy this?

Okay.

And this is where a lot of people make the mistake, especially in non-like how to make money offers.

A lot of times the how to make money offers, it's a little bit easier, but

I've seen with like Annie Grayson or Overcome Alcohol Addiction or Stacey and Paul Martino with their marriage and family relations stuff.

Like they always struggle, like how do I...

Like, how do I get somebody to pay $17,000 for a marriage retreat for two days?

That's the question.

And she's like, well, you guys are, you're in the make money thing.

So you can be like, oh, you know, you'll make a million dollars, so only pay me a hundred thousand.

Like, it's easy for you guys, it's harder for us.

It's like, okay, this is where you have to focus on the offer.

Like, what is the alternate if they don't buy this?

Okay.

So if they don't buy your marriage course, two-day event, what is it going to cost them instead?

What's the alternate?

Well, the alternate is that, first off, their marriage isn't great, so they're miserable.

Number two is there's divorce.

When there's divorce, how much does that cost?

Half, right?

Of everything.

So if you have making 100 grand, if if you have $100,000, that's $50,000 it costs them now to

not take your course.

So now $17,000 seems really cheap when the equivalent is paying $50,000, right?

So it's like figuring out, like, if they're not buying your thing, what's the alternate, right?

So when I come back through it in traffic secrets, yes, I'm telling a story about the whole thing, but it's also like, now, if you don't have this, that's fine.

You can go figure out traffic on your own.

But for most people, you're going to have to go and either hire an advertising manager, you're going to have to do this, like all the other costs that they'd have to do to get the benefit of the thing they're getting for free here, right?

And so thinking through that with all your your things, like

if they don't get this thing,

how do they still get the result, right?

And the pain associated and the cost associated, and you weave that back into it, and all of a sudden it makes this seem cheaper and cheaper and cheaper.

The price seems more and more free.

Now this $500,000 Ferrari or Porsche or whatever, Lambo, which car do we, I'm not a car guy, which should I start?

Lambo?

The Lambo, $500,000 Lambo now seems, again, like it feels like $10,000.

And they're going to go sell their kidney and give you the money for the offer.

So those are the first set of things.

So that was my first note.

It Like these are the ways to make the offer feel free or feel as free as possible.

Okay.

All right.

Number two.

Number two is creating what is called Mifkey.

Have you ever heard me talk about Mifkey before?

Yeah, James is pumped.

This is all for you, man.

Okay, so Mifkey.

So the story behind a Mifkey, so say point number one is that make the offer feel free.

Point number two is make it free with the commitment.

Okay.

And so a Mifkey, I got this from Dan Kennedy after we bought his company.

M-I-F-G-E.

Okay.

We bought his company and I brought the whole team in.

I was like, okay, you've been running this company for 20 years.

Like, what's the number one way you got people to join Continuity?

And they all said the Mifkey.

And I thought it was the weirdest word in the world.

I'm like, what's the MIFKI?

And so the Mifkey stands for the most incredible free gift ever.

Okay.

And so if you look at Dan Kennedy's business for the last 20 years,

that's how I got into Dan Kennedy's business back in the day.

It was a Valentine's Day and they put together this thing.

Externally, they didn't call it the Mifkey, but internally, that's what they called it Mifkey.

But it was a Valentine's Day.

Yannick Silver promoted it 20 some odd years ago, and it was like, Dan, Kennedy loves you.

He's my mentor.

He's giving away a free gift for Valentine's Day, and I love you too, so I'm going to give you this free gift.

And when you get signed up, you get $600 worth of money making stuff for Dan for free, plus two months of the newsletter.

And so that's how I got into Dan Kenny's Worlds.

I bought that offer, get on newsletter, and I was stuck forever, right?

And so we bought Kennedy's company.

They said the Mifkey's the best thing.

So step number one, we executed.

We created a Mifkey.

We made a new one.

We made a box with with a bunch of really cool things in it.

And they got it for free when they signed up for the newsletter.

So again, first thing is make your offer feel-free.

Number two is actually making your offer free when they commit to something else, okay, through a MIFKI, right?

And so that's what we did.

And if you know the story, I think we bought Kennedy's company.

There's about

a little under 1,000 active subscribers still on the newsletter.

Made a MIFKI, launched it to that list, and seven days later, we had over 5,000 people on the continuity.

So that's the, yes, thank you.

You can clap for that.

Right?

Like it dramatically increases because people like they want like the free thing.

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now there's a lot of mistakes people make with the Mifkey okay um

uh so all Mifki is is like hey when you buy like I want to get you to do this thing right so for for Dan Kenny business it's a newsletter for you it could be anything and I'll come back to this but you have your first core thing and then the most incredible free gift ever is all these amazing things they get all these things for free when they buy this thing, right?

This is the thing you actually want.

And so we create this Mifkey.

And so

now the mistakes mistakes people make the first thing they hear me say most incredible free gift dead they're like okay i'm gonna make a mifkey i'm gonna put in my thousand dollar course and my this and my this and my this and they put a whole bunch of crap in the box and they ship it out and people get it and then they cancel and it's overwhelming okay because a mifkey is not about about giving them something that's complete okay the thing you're selling this is what gives them completion if the mifkey makes them complete they will not stay on the thing you're trying to sell them okay when you're creating a mifkey the goal of a mifkey is create something that's useful but incomplete really really awesome and sexy, but doesn't actually finish the path for them.

Does that make sense?

Okay, useful but incomplete.

So the best MIFKIs are that way.

We always figure out something like you're putting in elements of this offer that are very, very useful.

This is cool.

I want to have this, I want to have this, I want to have this, but it's not complete.

Okay, when you give them a complete system, a complete course, a complete anything, then they come in, they get the MIFKI, and then there's no purpose to continue because they've got completion there versus other things.

So like the best MIFKIS for me are like, I'm going to give you swipe files.

I'm going to give you this thing over here.

I'm going to give you this really cool thing from here.

And they're all like really cool things they're like oh i want that thing i feel like i got a soundtrack to my life right now i'm building up to the mifkey we're going we're going we're going um useful but incomplete okay

and then the other thing so

useful but incomplete

ubiquitous ub mifkey

these acronyms are getting way too big useful but incomplete and then number two is it's got to be something they can't get anywhere else So you can't have it.

It's not like the only way to get this thing is through this place.

If they could also buy it at three or four other places, they're not going to come in and do it, right?

So, when we build the Kennedy Mifkey, for example, we put in like something from Dan that you can only get inside the Mifkey, and I put in my 74 funnel supply file that right now is only sold through here.

So, the only way to get that is to buy this.

You can't buy it online, you can't buy it from me, you can't buy it anywhere except from this thing.

So, useful but incomplete, and then something you can only get here.

And those are the keys making a really good offer to get somebody to go take advantage of it.

Okay, now in our community,

we always, at least for me, I'm always talking about MIFKIs as a way to get people into continuity.

So I want to suspend that for a minute.

I want to take that out of your head.

Like, yes, attaching a MIFKI to your continuity offer is a great way to build a continuity program.

But for my third step here, it says attaching a MIFKI to everything you sell.

So I remember the very first time we sold 2Como Club X.

So it'd been FHL.

2018.

So the thing we were selling was 2Comic Club X, I think back then it was $1,800 a month.

That was the thing we were selling.

And then the MIFKI, the most incredible free gift ever that they would get when they invested in our $25,000 coaching program, the most incredible free gift ever was coming on the Two Comic Club Cruise with Russell.

We're going to sell this season.

It's going to be amazing, right?

We had three or four other things.

But the cruise was the MIFKI, right?

So MIFKI is not just something you attach to free plus shipping things.

Yes, it is.

But it's also something you attach to every single offer you're doing.

Okay, whenever I'm creating any offer, like what's the thing I'm selling?

Okay, that comes back to offer sec.

Here's the thing I'm selling.

Everything else down here is is the mifky now i'm putting it through that lens because

somebody is buying this and they get all this for free they're buying this they get this for free um this is a test we did this is pre-click funnels um

this was an upsell test we did it was so cool so somebody would come in they'd buy the first product and the next page we're selling the course right for normally the course is a thousand bucks you get for 197 and we did that and it was converting okay and we kept trying to tweak things and test things and tweak things and one of my friends said uh i think it was onik singal actually this is a long time i think it was onik

But anyway,

he's like, I want to, what if instead of like selling the course, what if we just took one DVD from the course and we sold that for the $97 and then we give them all the rest of them for free?

He's like, if we do that, he said, we could say free on this, on the order form like 40 times.

I was like, you're right.

The more times I can say free, the better.

And so the headline switched from buy my course for $197 to, hey, when you buy this one disc for $97, $197 right now, you're going to get these other 12 for free and then it says that means when you invest in this you get this one for free and then you get this one for free and then you get this one and like free free free free because I'm selling one thing and then the Mifky is all the things they get for free so now my upsell page had the word free on like 40 or 50 times and people are coming and they're like this is free and they're like freaking out because it's free they're like overloading everything and then they bought it and our conversion skyrocketed

and so now if you ever notice my upsell pages one number one things I tell Heath, my cooperators, everyone on our team who's doing upsell pages, I'm like, they're like, what do you think?

They always send to me before I review it.

I'm like, awesome.

It says free once.

We need 12 more freeze.

We need 30 more freeze.

Like, how many more freezes can we get in there?

And so it's just taking your existing offer and restructuring it where it's like, you get, you're paying for this thing and you get everything else for free.

If you look at when we launched ClickFunnels originally, right?

I did my 70 or 80 webinars in a row live every single time.

We're about a month in.

And the way I was selling initially was that you buy ClickFunnels for 12 months and then you get funnel hacks for free and you get all the other things for free, right?

And Todd had an idea.

He's like, what if you flipped it?

What if the thing we're selling on the webinar is the course and then they get ClickFunnels for free.

So if if you notice when I do my my webinar presentation,

I'm like, how many of you would like to have click funnels for free?

And they're like, yeah, free.

I'm like, awesome.

I want to give you for free as well.

So when you invest in my course, you will get click funnels for free.

And I can say free 500 times through the rest of the stack of the clothes, right?

So how do you say the word free?

And so I wanted to frame that through the MIFKI because in my mind, I'm like, at every single offer I'm selling, there's one thing they're paying for, and everything else is the MIFKI that I'm attaching to it.

That makes sense?

If it's high-ticket, mid-ticket, continue tick, wherever it is, and you look at that lens.

Now when when you're writing copy and when you're pitching it, you look at it differently.

Instead of like, here's my offer, you get this and you get this and you get this and you get this.

It's like, no, no, no.

Here's my offer.

When you buy that, you get all these things for free.

Now how you position it instantly starts shifting.

Does that make sense?

Okay.

So that was number three, attaching a MIFTI so you can say free as often as possible.

Okay.

So number one is make it feel free.

Number two,

Mifty, make it free to commitment.

Number three is attaching a MIFTI so you can say free as often as possible.

Number four, I'll talk for a minute just about upsell offers.

So all of us are selling something on the front end, and then we have upsells.

And

it's crazy to me how often even my own team and I make this mistake, which means I'm assuming some of you guys are making it as well.

If not, I'm preaching in the choir, which is great.

But just as a reminder, so when somebody buys your first thing, we start transitioning now to the upsell, to the next things they're going to buy, right?

This is all about positioning.

And this this whole

this whole principle

I'm I'm working on VSNO Anthony Morrison.

We're working on a funnel with him right now that he ran for a year.

He ran it for like five years.

It's crazy numbers.

And so it's no longer live, but he found the old pages.

We found it all.

I was watching his videos.

And his upsell videos are fascinating because he's got three upsells.

And every video is like, hey, this is Anthony.

Don't worry.

I'm not selling you an upsell.

I hate upsells.

I don't believe in upsells.

Because upsell is just more of the thing you just bought.

And that's not what I'm doing.

What I'm doing is I'm selling you the next thing

and he literally it's like the way he positioned it every single time is like this is not an upsell and then upsell number two he's like this is not an upsell either this is the next thing and this is not which is but that funnel was like a it's like a 50 60 million dollar funnel

and it was just fascinating the way he did it so there's two there's two paths of what you sell on the upsells right number one is you are selling the next thing

Okay, and this is the key, especially in the info product business Okay, somebody just bought your course on how to get six-pack abs.

If the next thing you sell is something else about abs, it's not going to convert well.

You have to close, like, congratulations, you bought the thing.

You now have six-pack abs.

Congratulations.

Now, here's the next thing.

This is not, you don't have to position away.

It was, it was hilarious.

I was like dying laughing because of the way he positioned it, but it's true, right?

He's like, I look at an upsell as, you know, someone just sold you this.

Now you have to have this to be successful.

That's not true.

Everything out now is going to be successful.

Okay.

So separately, here's the next thing you're going to need, though.

It's not an upsell.

It's a, I don't have a position anyway It's kind of funny Okay, but you're looking at the the way you structure the offer if you're doing info business is always the next thing okay now if you're selling e-commerce physical products It's not the true okay, when you're selling physical products

What the next thing is is more

of the same

at a discount

Okay, so if you if you want any of trades again if you guys do OFA by the way, you guys all jump back into OFA it is insane

I think we've rebuilt that course five or six times.

The newest version is insane.

And there's two paths.

There's like the e-commerce path with Trey, or there's mine.

It's awesome.

But if you go to Trey, she talks about all that.

So if someone goes and buys the flashlight,

they buy the flashlight for $40.

The upsell now is like three more flashlights at...

$30 a piece, right?

And so you're selling more of the same thing at a discount.

So e-comm funnels are traditionally that, whereas information funnels are traditionally what's the next thing.

And it's like just different ways to structure the offers as somebody's coming into your world and kind of going through it um okay

all right i've got one last thing to share and this is tied to how you pitch an offer this is probably the biggest uh test

that converted we ran the last year um

it gave us the ability on our high ticket offer where we were selling uh on the phones where we could literally not sell on the phones and keep all the money and it like 5x that was more than 5x

i'll tell you the story first so this is is the story.

So how many guys have been through the Selling Online Challenge?

Yeah, if you haven't, you should all go through it.

It's like the best thing.

It starts again on Tuesday's the next one.

So in the Selling Online Challenge, what we would do is when we get to the pitch and we're making the offer, right?

We make the offer and we push them to a page.

And on that page, the offer is basically it's a $10,000 coaching program.

And

then it would split.

It's like, if you're ready to sign up, click here and we'll take an order form.

If you're not ready to sign up, you have some questions, click here and we'll call and the sales team will call you.

So it's split, right?

And so what's happening is like half the salespeople just buy, and half went through sales guy.

Now, I love sales guys, but the problem with sales guys is they take part of the money and they put it in their own pockets.

Even when somebody like just clicked on the link and like, hey, I just need to put it on two cards.

What should I do?

And then because they're on the phone, they take the commission, right?

So, we're like, how do we solve this problem?

I want to make more money without salespeople.

And how do we do this whole thing?

And so

we changed how we did the offer.

And it's kind of funny.

Some of you guys may know Bill Von Fumetti.

He spoke at FHL International.

He's in our,

He's in my Atlas group.

And he was doing this on his virtual event.

He's crushing it with it.

And Eileen asked him about it.

And Bill was like, oh, I actually just modeled this from Russell.

Russell did it, so I just copied it.

And I was like, what did I do?

I'm like, I do not know what I did because we weren't doing it over here.

And then, so she asked Bill, and Bill told her, I was like, oh my gosh, I totally forgot about it.

So

this is what the concept is.

During your, when you are presenting your offer, usually it's the very beginning, what you're going to do, so you're going through your stack slide, and the the very first thing you're gonna do is you're gonna introduce,

introduce a constraint.

And constraint?

No, a constraint.

Okay, so for example, what I would do is in the FunnelAx webinar, I'm like, when you get signed up today, we're gonna give you a ClickFunnels enterprise account.

Now, our ClickFunnels members, they can build up to 20 funnels in their account.

They can have 100,000 contacts and whatever.

And so I did it.

I just introduced a constraint, right?

You have the account, but here's the limits on the account.

Right?

So like, ah, cool, but there's this constraint, and there's like this weirdness, right?

So I introduce the offer, and with the offer, I introduce a constraint.

okay then I go through the rest of the pitch I'm doing the pitch and the pitch and the pitch and at the very end of it then I come back and I'm like remember I told you guys earlier that you got 20 funnels and a hundred thousand whatever it is I want something really cool because you guys are here today I'm gonna give you guys a special bonus what I'm gonna do is instead because you guys here right now I'm gonna lift that constraint we're gonna give you unlimited funnels unlimited feeding

we we lift the constraint if you sign up right now and boom that's how we would get table rushes.

That's how we got people to go buy like crazy, right?

So that's how we would do it.

And then release, release constraint.

Okay, so I'm presenting the offer, introduce constraint earlier, and then release the constraint.

That doesn't say release.

Anyway, you guys got it.

I have excuse.

I have gimp arms.

I can't stretch them.

Okay, so come back to selling online.

So we took selling online and we made some tweaks, four or five tweaks in the presentation.

So the first thing we did is

the $10,000 coaching program, we reframed it.

And so what it was was a $10,000 a year coaching program, okay?

Which is normal for most of like our programs are yearly rights ten thousand a year coaching program so we changed the the the whole event to change the offer to be ten thousand dollars right so we introduce a constraints ten thousand dollars a month or sorry ten thousand dollars year to be part of this coaching program then we go through the whole thing and then we got down to me actually making the offer we say is this okay uh this is the deal um i like people take action i want you guys to take action quickly so um we have a special offer what we're going to do is normally as you guys know it's ten thousand dollars a year for coaching program for anybody who goes and puts down $1,000 deposit right now,

we will lock you in where it won't be $10,000 a year, but you have $10,000 lifetime.

But you got to put $1,000 deposit in right now.

Ready, go.

And so they go to the page, and they put in the, and again, so $10,000 offered.

They go to the page.

They put in the $997 deposit.

And the next page, it's like, cool.

Now, do you want to do the pay in full or do you want a payment plan?

And they can pick whichever one they want.

Okay?

And so that was what tweaked and what changed.

Okay, now the stats before we made this little change.

Stats before on day two of Selling Online Challenge, traditionally, because we ran it now seven or eight months in a row.

Before we made this change, what would happen on day number one, we would get about 30 people to sign up for the coaching program.

15 people would go straight to order form, 15 people would get sold through the call center.

We launched this, and

anyway,

this part was automated, and so we had pre-filmed this tweak and plugged it in there.

And so me and our team, we were sitting in the room watching this to see, okay, how's it going to work?

Is it going to convert?

Is it not going to convert?

We had this little little dashboard on our phone.

You could refresh and see how many sales are coming through.

So we're like, okay, last time we got 30 sales day one.

Let's see if we can get similar to that, right?

Or maybe we can beat it a little bit.

And what's nice about this is that there's no salespeople, right?

They come here, they put in a deposit, they choose.

And if they don't finish choosing, then our team can call them.

But it's not a sales call, it's just a customer support call, find out where it's going to land at, right?

And so

that happens.

And we're watching sales come through.

And it's crazy because on,

yeah, it happens.

We refresh.

There's like no sales.

Refresh, there's no sales.

I'm texting Morag, our project manager.

I'm like, there's no sales coming through.

Is the form broken?

She's like, I don't think so.

Like, try again.

So I'm refreshed, refreshed.

Also, refresh like two cells.

I'm like, okay, it's not broken.

Good.

Okay, we're sitting here.

We're refreshed.

Refreshed again.

It's like, all right, six cells.

Like, okay, cool.

Refresh again, 17 cells.

Like, oh, okay, cool.

Refresh again, 68 cells.

Morag, is the form broken?

What is happening?

It says we have 68 cells.

Morag's our project manager.

She's in the UK.

And she's messaging back.

She's like, no, I'm counting him in stripe.

They're actually in her.

I'm like, this is crazy.

So we're sitting there, refreshed again.

It's like 92 sales I'm like What the crap is happening and then I messaged him a call I'm like look all everything's falling apart.

I don't know what's happening.

We're freaking out and refreshed again and hey in that first day again normally we'd sell 30 half through call center half through the order form this time we end up selling 120 day one no call center no sales commissions no nothing all in day one is that crazy

So when you are making your offers, think about it.

How can you introduce a constraint in your offer when you are presenting it?

Then release the constraint later, right?

And then pushing people to a deposit as opposed to buying right out the gate.

For someone to make a $10,000 sale, it's like, I gotta think about move money around versus like something simpler.

Just put $1,000 in real quick, walk in your space on the next page, and figure out payment plans, or if you get stuck, you can call our office or whatever.

It changes the way that we structure the offer and it completely, radically transformed that entire funnel, that entire business, and it's amazing.

So.

Is that helpful for you guys?

Okay.

All right.

So there's some cool offer stuff.

Again, we can go on for days on offers, but those are some things I want to share with with you guys just to get the wheels and your heads spinning, get us as a community thinking and talking about offers more and more because I think it's the key, right?

It's that thing in the middle where you can master the offers is better.

And hopefully it gives you guys permission to put more offers out into the marketplace.

Even if nobody buys.

The coolest thing about the internet, you can make an offer and put it out there.

And if nobody buys, guess who knows?

You.

You're the only one.

Nobody knows.

You guys see, I do a lot of offers, right?

A lot of them don't work.

Do you guys know which ones didn't work?

No, you have no idea.

That's why it's so good.

So stop being scared.

Just put your offers out there.

Just try something.

Put it out there and then put it out again and put it out again.

Keep trying.

So eventually the market will tell you, like, this is what I want.

This is what I don't want.

And when you figure out what the market wants, then you start putting in the gas and start growing and scaling and it becomes really, really fun.

Okay.

But offers are the best part.

Like, and it should be fun.

And the coolest thing about offers, you can put them out without even creating something.

Like, I wonder if this offer would be good.

Post on Facebook.

Hey, I'm thinking about doing this.

Who's interested?

We're putting together a $25,000 event right now to show people how we're doing our three-day events.

So I wrote kind of a sales letter for it.

And we're literally like We have the offer and like the day here's the dates for the event.

We're gonna teach this.

I'm like, I don't know the dates are.

So we just like left that blank.

And so we're sending it out to a segment of our list.

We're just gonna see who,

like, see if anyone responds.

If no one responds, I don't do an event.

But if they do respond, then I'll be like, okay, let's find a date for the event, right?

But I'm just testing.

I'm just putting it out there.

And it could bomb.

And none of you guys will even know.

You bet.

You'll be like, maybe Russell did that event.

It was probably a huge success.

Everyone loved it.

But if nobody signs up, I'm not going to do it.

Right.

But if it does work, you'll see it over and over again because we'll keep, you know, you double down on the winners and keep on going.

So I want to give you guys permission to go put offers out there and just try and just see.

Don't be scared.

Because if nobody, if it fails, nobody knows it's it for you.

And then just do it again and do it again and do it again.

Okay, so that's the core thing I want to teach on.

The last thing I'll talk about today, and then we'll break and do whatever the next thing.

I don't know.

I just want to kind of start where we or come back to where we started initially.

So I told you guys the reason why we did this Connect event and the reason why we're going to start doing these again in the future is,

again, Funnel hockey live was once a year we want to be able to have little mini mini funnel hike lives happening all around the world um where it's three people in an i hop it's two people your hotel it's ten people in a room like this it's 50 people and wherever like um we just want to like start organically growing this kind of like grassroots uh little mini events all around the world because um i would see it all the time like funnel hockey live come everyone comes they're on fire they leave and they're they're pumped up and then over time it's like you lose the energy you lose momentum things start you know dying and a lot of people plug in the coaching programs which help because every couple months we do another event another event to keep it going.

But for the most part, it's hard to

keep your motivation and your momentum happening without the right people around you.

And I think in every city around the world, we have funnel hackers, we have people who are doing this kind of stuff, and we can get people meeting together and connecting.

And it's going to give a lot of energy to everything that we're all doing and just keep everybody moving forward.

And so, I want you guys to be running these events.

I want to see pictures.

I want you guys to post it.

Like I said, I'm planning on jumping in planes and randomly flying to different places to come jump in and actually show up with Chris Harrison and me to some of you guys' events.

It's going to be amazing.

And so we're probably a week or two away from launching the actual site, which is, again, it looks very similar to meetup.com where you can go and just see where meetups are happening.

You can go click on one and go show up at someone's house or wherever they're running at.

Or number two, you guys can actually host an event.

That's what we want you guys to do here.

That's the only takeaway from this event is if you're interested in hosting an event kind of like this, any size, small, wherever you're at, we'd love to have you guys be hosts of it.

And so this is, again, this is what's coming up soon.

So if you scroll up, this is what it'll look like here in about two weeks.

You'll be able to see a map.

Like, here's where all the funnel hacker meetups are happening all around the world.

And you click on it, see what's happening.

You'll see which ones are happening, who's hosting it, the dates and the times.

You can set up your like recurring ones.

You're like, I want to do this once a month.

I want to do it once a week.

Or whatever.

You can set those things up.

And then you can gather with people in your local area and do these little meetups.

Our plan, again, is to do it where like once a month we do a coordinated one where it's like everyone Friday the 17th at midnight.

We're all going live and we will bring guest speakers similar like having McCall or a Bridger whoever who like would stream into your little local things.

There's a whole bunch of fun ideas and stuff we have.

But this is organic thing.

We've never done it before.

Things could change.

It could be a nightmare.

We may just shut this whole thing down in a month from now.

I don't know what's going to happen, but I'm excited to try and just see kind of where it goes.

And so, this is what it looks like if you guys want to host an event.

It's not something we're charging for.

We've went back and forth, like if we charge for this, if we not, but then, like, if you paid me for it and then you're horrible and I want to kick you out, it's weird.

So, I'm like, let's just find cool people, let them do whatever they want within some boundaries.

And then, yeah, so yeah, it's not something we're selling or anything, it's something that the right people want to do.

So, if you want to be with a connect event, um,

um, yeah, basically come here, fill out this form, and then over the next week or two, Danny's gonna be doing some uh group webinars, kind of walking us through the process, what it looks like, um, and some of the structure.

And then, after that, he'll give you log into the account, and you can go set up as many meetings you want and start throwing parties.

You can also, if you're traveling, if you're like, hey, there's an I'm at so-and-so's event in Chicago today, let's do a meetup.

You can set up one's local different places, like it gives you the ability to do really cool things.

Um, I was watching uh, Pace Morby.

If you fall, if you're in Pace's community, he does this really well.

Every time he travels somewhere the night before he does an event like this, that's kind of why where this came from.

I was like, I want to come watch Garrett do a thing.

Like, let's throw up a

connect event right ahead of time.

And so for me, as I'm traveling to different places that I'm at, we're going to be throwing, I'll be throwing connect events in different places, different locations.

Like we were at with Pace.

I met Pace the very first time at a Tony event, a Tony mastermind in Florida.

And we all had dinner, and then he took off early.

I was like, that was kind of rude.

He just took off and left.

And I found out that he had a meetup like,

I don't know, like a mile down the road.

He had 800 of his people all showing up at this meetup.

He spent like 12 hours just hanging out with people talking, networking, sharing cool ideas.

And it was like this cool thing.

I'm like, ah, that's what I want.

I want to be able to do that kind of stuff.

And so that's kind of the game plan what we're doing.

Like I said, we're playing it by ear, so I'm sure it'll be messy for a little bit, but it'll be fun.

And so all you got to do to host, if you go to clickfunnelsconnect.com slash host.

And James, thank you for the domain name.

He's the man.

I got you.

He had the domain and gave it as a gift over to us.

So amazing.

He ran his own first event like, when was that a month ago?

About a month ago, yeah.

About a month ago.

So he did the very first one as a pre-test pilot, just went and did it, which was awesome.

So

yeah, so this is clickflowcenter.com slash host.

Fill out the application and then said, you'll hear from Danny the next week or so, just kind of the process.

And then after that, we all start running them.

My plan is probably sometime in the next 30 or so days is to do one in Boise.

That would be like the one that everyone's doing, and we'll stream from it, and it'll be a party.

But I don't know all the details on that yet.

So everyone is a home, by the way.

You guys are all welcome to this as well.

Again, I want these things in every country around the world We have funnel hackers literally everywhere So we want these things happening in Spain and Argentina and Brazil and like wherever you guys are

running these things as well It'll be fun and I think you guys will find a lot of connection community when I first came into Dan Kennedy's world They had an offer they sold It was called the their IBA program Any Kennedy people in the room?

He had an IBA program and he was sold the you could buy the your area for like 50 grand or something and then they would run events and so somebody had the Boise IBA and I used to go to that every single month and it was cool because there was like 50 Boise guys who were into Dan Kennedy stuff.

They'd all be in a room once a month.

I'd come.

I'm like, this is so crazy that here in Boise, there's Dan Kennedy people.

And so I think, yeah, the goal is very similar to just create something cool like that.

So,

all right.

So that said, you guys, that's kind of it for this Connect event.

I hope you guys enjoyed it.

Hope we had fun here in the room and everyone at home.

Thank you, thank you.

Do you have a funnel, but it's not converting?

The problem 99.9% of the time is that your funnel is good, but you suck at selling.

If you want to learn how to sell so your funnels will actually convert, then get a ticket to my next selling online event by going to sellingonline.com/slash podcast.

That's sellingonline.com/slash podcast.