Funnel Hack First, Webinar First, and the Math of Tiny Marketing Wins | #Marketing - Ep. 78

Hey, what's up everybody?

This is Russell.

It is a Friday as I'm recording this and I just got off probably my favorite Q ⁇ A call I have done inside of One Funnel Away.

I was going to stop sharing these on the podcast because we're transitioning the podcast here in the future to something really exciting.

But yeah, I don't know what it was about today.

The questions, the magic, what we shared, the aha's, the idea, like

man,

it was really, really good.

And I do not want you guys to miss out on this one.

So moving forward, we're probably going to be keeping all the Q ⁇ As locked down just for people who are inside the OneFunnel Away program.

But I just, I have to share this with you guys.

It's too good.

And hopefully, maybe some of you guys would be an inspiration for you to go to onefunnelway.com and go sign up.

Good news is right now, we're going to be raising the price back to normal price soon, but right now you can get OneFunnel Way for free if you're a ClickFunnels member.

So if you're already ClickFunnels member, you can log in and come on these live Q ⁇ A calls.

I'm doing, go through the new program.

We have two OFA tracks, one that's focused on e-commerce, and Trey Lowell does is insanely good.

Like he is blowing up so many people's e-commer funnels right now.

It's insane.

And we have one on my side where I'm teaching the expert if you want to be a coach or consultant.

And then Trey and I both do live QA's every single week, and it is insane.

So

it was fun.

It was special today.

So with that said, I'm going to pull up the QA.

You guys can listen to it.

And then, like I said, come join us.

Come hang out in OFA.

A lot of cool things are happening over there.

I appreciate you all.

And if you got a big aha or big takeaway from this episode, please let me know.

Go to social, take a screenshot of it, tag me and be like, yo, Russell, that was sick.

I love this or that or whatever it is.

Let me know.

That's the things, you guys.

And I will talk to y'all soon.

This is the Russell Brunson show.

Gang, it's 12 o'clock on a Friday, and you know what that means?

We get to hang out with Russell Brunson.

I'm super excited for today.

This is going to be an absolute blast.

If you are an expert, just to set the rules for this, gang, if you're an expert, this is our expert-only portion of the training today.

So, from 12 to 1, we're only going to deal with expert questions, your one-to-many presentations, and any hurdles that you have going alongside that.

And there he is, the man himself, Russell Brunson.

How are we doing, my friend?

Amazing.

How are you doing, doing, Dante?

You're always amazing.

I'm amazing as well, man.

Super blessed.

Excited to be back hanging out with you again.

It's the best part of Friday.

I'm excited to be here.

It's been like funneltopia over here this week, where the leads are flowing and conversions are sky high, baby.

We had some of my Nick, one of my favorite funnel builders, flew out to Boise.

So we were here, and my wife's out of town this week.

So we were at the office till over midnight every night this week, building funnels.

I was in the editor cranking on stuff.

I was like, this is what it's all about.

Like, I had so much fun this week.

So, today's kind of my day of just like recouping.

So, if I seem half asleep, it's because I am.

We literally pulled, man, from 8 a.m.

till midnight, four nights in a row, and it was so great.

So, anyway, but I'm here and pumped.

That's amazing, man.

That's so fun.

Who, anybody else like me?

And you're like, man, I'd pay a year's salary to be a fly in the wall in that week.

Awesome.

We like, it's funny.

I was talking in the Funnel Fridays call.

I'm like, the stuff that we're doing right now, just everyone's aware, like, we're doing stuff that nobody else, like when you look at like what people are teaching and training on, it's all stuff that we were doing like two or three years ago that like now the market finds out and catches up.

Like if you, if you watch close what we're doing, like we are pushing the boundaries, like we're doing stuff that will, people will talk about in a year, year and a half from now as like the newest thing.

But like, um, I just look at anyway, so pay attention to what we are doing as well.

Like, some people like, Russell, you sent so many emails out and there's so many funnels.

It's overwhelmed.

Like, stop being overwhelmed.

Look at what we're doing.

Funnel hack it.

Like, we are a year, two years, three years ahead of everybody else in our industry.

And so like pay attention to what we are doing from that.

Like you guys are past the stance of like needing to freak out and being a consumer, all this stuff.

Like you guys are now doing this.

You're funnel building.

You're funnel hacking.

You're understanding these things.

Like look at it for the art.

It is.

Watch it.

Understand it.

Like, how can I, how can I replicate it for my business?

Yeah, like we launched a funnel just a week ago

that is one of the highest converting things we've ever done.

And it's backwards from all the stuff you've ever seen before.

And so if you're you're on the email list go back and click on all the links and be like what what what's he talking about and you're like we're leaving breadcrumbs but again in in two years from now people will be talking about as if it's the new thing they just figured out so anyway it's fun like this weekend was this week was fun because we were innovating some really cool things that um yeah just watch what we're doing and so

yeah

as everybody goes scrambling back to their emails right now yeah be treasure like you're you're treasure hunting you're looking around looking for the for the buried gold so it's fun and and it is funnel hacking hacking right it's the basis of everything if i didn't learn funnel hacking guaranteedly i wouldn't be here where i am today i wouldn't have been able to learn as fast so like and it's funnel hacking always too right russell don't just pay attention to what click funnels is doing pay attention to what the the market is doing we should always be looking at those things because it's first it's first to move right it's the first to be in that new blue ocean or turn a red ocean into their little blue ocean we got to move quickly which means we got to know what's going on yeah it's interesting and uh on the coaching side of our business, our values, one of our core company values is called funnel hack first.

So like no one in my in my core, in my company is allowed to work on something.

Just like, let me be creative.

It's like, you have to funnel hack first.

You can write an email.

You're not allowed to write an email until you've gone and looked at when are the last 10 times that we've run a campaign like this in the past.

And then what are, what are like our top 10, 20, 30 people in our space that are doing it?

How would they promote this kind of campaign?

And then from that, honestly, that we upload all AI, analyze it all, and then we do, we'd write a version based on that, right?

If someone's building a funnel or or a template or a page or a VSL or an upsell video or a webinar, like even though we've been doing this game longer than anyone, step number one is funnel hack first.

Like they are not allowed.

If they send me something like, hey, I did this, what do you think?

I'm like, you're fired.

You're done.

Like, I need you to see, like, hey, this is what we were creating.

I found this, this, this, and this.

Other people were doing there similar.

From that, I analyzed it all, pulled out these things.

This is the commonalities.

This is the changes.

This is how I want to innovate.

On top of that, here's the idea.

I'm like, you get a raise.

Like, that's the right answer.

So, funnel hack first, like, it's a methodology that we have weaved into the soul of our company in every aspect

from from emails to marketing to ads to funnels to support to everything.

So, anyway, it's still happening for all you guys.

So, keep doing it.

Don't don't stop.

And isn't it funny?

You know how people always like to look at Agora?

And you've talked a lot about Agora and what they've done and what you've learned from them.

But like, people look at Agora like nowadays when Agora launches offers, they just launch one offer because they've figured it out.

And like, no, no, they don't.

They're still launching nine or ten offers just to find one winner.

They're still doing the thing.

And Russell is still funnel hacking.

I think it was a couple funnel Fridays ago, Jake was telling a story about how he was sitting with you recently to go do a thing.

And you were like, oh, I want to learn about that.

So you pulled out your credit card, you bought the flagship, you went through the upsell sequences, you took your screenshots.

It's like, it's Russell Brunson.

He knows the game.

He built half the game at this point, and he's still funnel hacking.

So if Russell's still doing the thing, it's obviously core and integral.

You should be doing the thing.

Yeah.

In fact, speaking of Agora, we like three weeks ago, my Atlas group, a highest-land mastermind, we went to Agora and spent a week with them.

And like, despite the fact I've been funnel hacking them for years, I like, I missed the core essence of what they were actually doing.

And so the new funnel we launched, if you look at it, if you get, you got, I'll give you, I'll give you a breadcrumb.

If you go to offerlablaunch.com, if you go to that funnel, you will notice a whole bunch of Agora inspiration happening from there that

is insane.

And it's converting at insane numbers.

So funnel or offerlab launch.com.

So, there's the breadcrumb to go play with and go check out.

And that's all I'm going to say for now.

That's all I'll say too, because I get a little fired up about Offer Lab.

Anyway, man, so good to have you here.

Let's get to some questions.

I know Renee was here ready to rock and roll early.

So, let's start with Renee.

Okay, thanks, guys.

Hey, Russell, how are you?

Amazing, Renee.

Great to have

Yeah, thank you.

Hey, I have a, I'm trying to be 16th here.

So I have a, I've been an executive recruiter for 25 years and I've been going through my whole blue ocean

thinking and reading and all that kind of stuff.

And as most people probably know, and you know, because you run a business, it's like a bloody red ocean in the recruiting business.

And people hate recruiters.

It's like an awful process.

And so I've been trying to do some pivoting.

And so that's kind of how I fell across you guys.

I went through the program.

And so one of the things I was looking at was building out my framework of recruiting and hiring and then offering courses, but then also offering up sort of the latter would be implementation to companies, oversight if they needed it, you know, getting inside the companies as sort of like the higher end offering.

So my question to you, I have two questions.

The question is,

I can't find a lot of people that do that.

So I'm a little bit concerned if the market wants it or doesn't want it.

I know they need it because I'm in this world.

So I know they need it and and they fail a lot in it.

They probably would be open to the recruiting secrets and all that stuff.

I could definitely do that part of it.

So A, I'm concerned about finding like hacking, finding that.

And then secondly, about selling that or attracting the clients and what your methodology is on B2B, because we see a lot of B2C examples in your program, but I don't see a lot of B2B.

So I'm just, I just kind of want to make sure I'm on the right track.

Does that make sense?

Yeah.

So are you teaching recruiting or actually doing the recruiting?

What's the business?

I've been doing recruiting for 25 years.

So right now I'm still in search.

Accounting and finance, primarily on the CPA, and then we do HR work too.

So the business you're building a funnel, though, is to build that business right there?

Is that the thing?

Or are you building it?

No,

it's to teach the frameworks.

Okay.

And you're teaching, who's the person buying?

Is it a business owner or is it someone who wants to learn how to become a recruiter?

It would be the business owner internally at the enterprise level.

Their biggest problem is attracting the right talent, and then they screw the entire process up all the way to the close.

I mean, you see it.

I've seen it for 25 years.

I've had thousands of conversations.

So, yeah, it's because businesses are like me should not be interviewing people and hiring me.

That's like,

I'd love to hang out with them.

It's like, that's not what you're hiring for to hang out with you.

You're not going to

do this with.

They call the likability factor.

You have people that you like.

Yeah.

And then you hire on gut.

yeah yeah you hire on gut you hire on gut which is anyway you know how expensive it is if you have the right most recruiters charge percentage of year one salary right or something yeah

so like what's the like if you place somebody what's the average uh commission you get for that well you charge 25 of the base salary if it's a contained search if it's a retained search you get bonus too but i mean it can it's a lucrative business you know you make a lot of money at it for sure the problem you have is it's an up and down so i want to try to smooth out my smooth it out like you know, you feast your famine sometimes.

You're going to be teaching the secret underground secrets of a top-tier recruiter and how you can get the same customers that, the same employees that right now you're paying 25% year one salary.

Yes, up to a hundred thousand dollars just to place this person.

You can find the exact pool of customers where we find them, how we find them, and not and cut out the middleman.

There's your headline.

Let's go.

Let's go.

And I was going to say the two biggest problems you have, the only reason people hire me is either one, they don't have the time or resources internally, which is the same thing, or B,

they don't have an inbound strategy.

They don't have an inbound strategy, excuse me, they don't have an outbound strategy.

Either they post and they hope the right person comes in, and then if they don't, then they have to call a recruiter.

So they're just, they're not sophisticated.

So I have to go.

Is there like an inbound process for them?

Is that part of it?

I have an inbound.

I have one, yeah, that I can do.

Okay.

Do you teach her?

Do you help Mike integrate?

Is it done with you, or is it specifically?

I go through a course and kind of figure it out.

I think it could be anything.

I think you could go to HR and say, here's the course,

like learn it, you implement it yourself.

Oh, I can't, Renee.

I'm failing.

Okay, I'll oversight it in a retainer, see where we need to go.

Oh, that's, you know, I need a little bit more hand holding.

Then you go into the company and you can actually hand hold the clients.

That's the premium that I would, I would charge a lot to do that.

I'd love to be able to just, the other thing I can do, Russell, is I can get those courses professionally certified so they they can meet the continuing education credits for that course for the hr professional so that's like another angle to it okay

so what's the course

well i think it's for like me as a business and i'm not always everybody but like i wouldn't want to buy a course because i'm like i just want someone to i don't want to pay the recruiter because again first time i paid a recruiter it was insane then the person quit after like two months i was just like Well, you got to have a guarantee on that.

Yeah.

It was a bad.

So then I was like, all right, screw that.

We're going to figure out our own way.

And then we went through the nightmares of trying to hire someone.

So I would love to have someone like, you know, now I've got an HR department who's got a process.

And like, so we have that now, but we didn't for a long, long time.

Like, that'd be the value I think is like, is not necessarily you'd have to do it, but it's like coming in, here's the frameworks.

And then you're going to have someone on our team over the six weeks that's going to help you to install this part and this part and train the people.

And like, just the, you know, because I don't, I don't want to learn it.

I just, like, I want the end result of like.

the employee.

I don't necessarily want to learn it.

Someone who's HR might want to learn it, but the business, if you're going through the business owner who's probably you're going to be targeting, unless you, it's harder because you target the HR person, then even if they are excited, then they have to get permission to go buy it and then they have to sell the, you know, like it's, I think it's easier to target the entrepreneur who sees the pain of like some of the costs and just like, we'll come back.

And they may punch them, they may punch you to HR, but that's okay.

Right.

Yeah.

But you want them to make the decision otherwise because it's harder.

It's so much harder to go back upflow the other way.

Cause then the HR person goes and pitches it and they screw up your pitch because they didn't, they don't know how to sell it and they don't have the stack and all this stuff that happens.

And so I think the way I would position the offer is like, hey, if you have an HR person or if you're going to create somebody, we'll give them the training to do it.

But then we've got someone who, you know, we do six install sessions or four installations or whatever that is, four one-hour sessions where some of my team will come and actually help install the different, whatever the elements are of the framework.

And that way,

when it's in place, then it's like, then you run the ads.

Now the right people come through

versus

what you said normally happens, which is so true.

Right.

So you think that you would still target the founders.

It'd have to be a very fast-growing smaller company that thinks that it's sort of, I think, I think the ICP is somebody who's kind of drowning and they're having a lot of problems.

They don't have any time.

But yeah, they can't.

What size company is your dream, do you think?

I think it has to be, I think it's going to have to be like, I think it's going to have to be series A or B probably, where they're doing a ton of hiring.

If they're not doing a ton of hiring, people probably feel like they don't need it for the occasional hire they have to do.

You know what I'm saying?

Yeah.

What price point are you thinking for this?

I don't know.

I haven't, I haven't gotten that far.

The whole thing about the online courses was be able to send their HR people to like async training or training with me first.

Then they're educated and then you could go in and then you could work with them as a team to implement them.

That was sort of the, because the people on the front end have to get trained.

I mean, we can do the, the, we could do the one-on-one training i just don't want to be training my time like that all the time you know what i mean

yeah i think i would position where it's like almost like a two two-part offer where it's like let's say it's two thousand dollars to train the hr department through the thing or for five grand we'll also give you four in uh installation or implementation calls or something like that you know what i mean yeah and then the goal of the five the four or five or whatever calls would be like potentially an upgrade into whatever the next thing is now we got a twenty five thousand dollar thing or a you know the

um

that's kind of how i would i would would or you're going into the company and you're you're doing maybe some group trainings and then you're doing you know sort of one-on-one and even auditing the interviews and things like that.

There's a lot of art, there's a lot of psychology to it and people don't understand it.

I mean I went through all by the way I went through all of Tony's stuff.

I went through all of his live stuff.

I went date through Destiny three o'clock in the morning.

The guys are standing up with the chair screaming.

I did all that stuff.

So, but you think there's a market for it?

Like, what is your gut as a business owner?

Because I don't want to go through this whole thing and then, you know, i mean i need to test it but yeah i think if i look in my just the world i've created for the click funnels world right like people going from zero to a million you just them and one or two buddies hanging out you know and then they get to a million then they start that's like the next phase like my inner circle that's when people start struggling with just like um i'm overwhelmed i'm doing 800 things and that's they're trying to answer that question of hiring um for a lot of those they're probably not in enough pain yet to hire an HR person.

You know what I mean?

Like they're not there yet.

So it's probably a little bigger.

I'd say like, I'd say like you're looking at probably somewhere on three million dollars and above.

Um, you know, like a million by three million, it's like they've got enough stuff, and then it's just like they're kind of now.

There's like, I need someone to do this part.

Um, and so I think, I think, in like in the small entrepreneur world, it's probably a little harder push.

Not that it's impossible, but it's harder.

But if you look at like you talked about series A round people, you know, like

we're creating an offer specifically to target the same thing, people between series A and series B.

And so, I was doing a lot of research, and there's tons of podcasts of that exact demo, like the perfect everything.

And you can buy ads on them, you can feature it.

But I think if me, that's the demo I'd go after.

And like, I literally put together a Trello board and I found like 50 places.

I was like, if I just spoke these 50 places, that's a billion dollars in revenue for me.

Just like, cause it's like the dream customer.

They're listening to these podcasts.

They're like, that's the, they're the series A people trying to figure out how to get to series B.

And so that's what that's.

Oh, you're saying these are these are podcasts that are talking to these, that segment.

Yep.

And then you advertise on that podcast,

or even just like you come in and like podcasts are just like a TV show.

Like back in the day, I wanted to get on, I wanted to get on Oprah and all those things.

And so I hired a

yeah, and all they do is that they figure out different hooks that Oprah might think is interesting.

So they pitch your own hook and this hook.

It's the same thing on podcasts.

Like podcasters are looking for interviews, but they're looking for good hooks.

And so it's just like that hook that I gave you earlier, you know, of like how to cut out your reviews.

Yeah,

is this recorded so I could get that hook?

Yeah.

Yeah.

Yeah, it's

I'll get you the link right now.

Thank you.

Yeah, but like that's, that's a good hook.

You could pitch these things.

And then, you know, again, you pitch it to 20 shows, you get one or two to pick you up.

And then you have one, you do it, and you can get insane amounts, you know, and from there, you can push people to a webinar, you can push people to whatever the thing might be.

And you just come on and you tell them a story.

These are the recruiting seekers.

No one knows that understands the psychology and this.

And you just like tell them the stories about all the cool stuff.

And then the host usually will be like, this is so great.

Where can people learn more?

And you're like, I'm actually doing a web class this week.

Go to reneebeckman.com slash

class, and you can jump on for 90 minutes.

I'm going to go deep into this.

It's going to be amazing.

And then, yeah, people have a webinar, boom, sell them the thing, and then rinse and repeat and keep doing that.

Um, and that's the game.

I think that's all right, awesome.

I have a lot of social proof, so it's not like I'm not, I'm already coming from a place of strength from an expertise standpoint.

I don't have to build that, but yeah, all right, cool.

All right, thank you so much.

Appreciate it.

Good luck with it all.

Thank you.

Yeah,

no good.

This is why i love fridays that we'll see okay uh hey carrie said she had a russell question let's bring carrie up um yeah hi really great to speak to you russell so i have a question i am

i want to create a digital product library so i'm um i'm a physiotherapist and i also teach nervous system regulation um i used to be working with chronic pain clients and i just took like a year off um to be with my family and had a baby.

And I want to come back and I'm shifting what I'm doing because

it wasn't really working like the whole chronic pain angle.

It was quite heavy for me.

And so what I want to do instead is I want to help.

I wrote a book about burnout recovery.

And I want to package that book into a digital product library that I can kind of create and then sell evergreen so that I can, like, I don't want to be doing one-to-ones or lots of live calls or webinars and things.

So I'm thinking kind of,

yeah, build out the product library and then

that and

you know just commit to doing that for the next 12 to 18 months.

And then once I've bought a really built a really strong audience of that, then I can start pitch, like making my webinars and pitching a higher end product.

So my question is,

like, how would I go about

packaging my book into an offer like an into a digital product library like that?

Okay.

First thing I would do, this is not the answer you're hoping for, but

I would flip your timeline.

So you said you're going to start with the book, the digital course or the digital, and do it for 18 months and then go and do a webinar.

So

the simplest way to make money and the easiest to be profitable with paid ads is a webinar first.

Okay.

Like a low ticket front end book funnels are the hardest to get work to get working on paid ads.

Like you have to be a ninja to get the copyright and the upsell structure.

Even for me, it's the hardest of the funnels to get to be profitable because the margins are raised or thin and everywhere.

Whereas webinar, you're selling $1,000, $2,000 thing.

You have

a lot more grace, you know, like, because if

you get a couple sales, it covers the ad cost, a couple more, you're in profit and it's off to the races.

And then you're going to spend the same amount of effort um creating the digital courses you would whatever the offer is going to be on the webinar you know what i mean okay yeah

so i would look at it kind of from that standpoint of just like okay how do you take your book the content the concept of your book and like actually turn that into a full full-blown course uh and then create the webinar to sell that course that'd be my first path of action and i would focus on that yeah and if you spend the next year doing that think about that like um

I have a funny story I'll tell you after, but like, if you think about that, like

when I, um, when I got in this game, I remember this guy named John Reese.

He did did a million dollars in a day, and he did it by selling a thousand dollar course.

He sold a thousand copies.

And I remember, like, that was just so inspiring for me because I was just like, that's now tangible.

I'm like, if I had a $1,000 course, if I sell $1,000 copies, I made a million dollars.

And I was like, he did it in a day.

I was like, wonder if I could learn how to sell three a day.

If I do three a day for a year, that's a million dollars in a year, right?

And so that was like my goal.

And I reverse engineered.

I created a $1,000 course.

It was called Dot-Com.

I found the sales page this morning.

It's kind of crazy.

Anyway, it was called the Dot-Com Secrets Home Study Course.

This is before I wrote the Dot-Com Com Seekers book.

It was just like, but it was all this stuff I eventually became a book, but it was like me teaching it all.

I filmed an event of me for three days teaching it, and then we turned to put it into videos and burned them on D V Ds.

And then went out there and I started selling that and,

you know, sold a thousand copies eventually of that.

And so like,

and then, yeah, so I'll be looking at from that standpoint because like, if you spend the next 12 months just doing that, I, I, I've seen it enough times that I have so much confidence in the model.

Like I've seen thousands of people now come to the world, like if you can if it takes a while to get the presentation right and the offer and it takes a little while to tinker around with that but when you get it working then it's just really easy to scale like usually after people spend it depends how long sometimes it's two or three months sometimes it's six months but getting that working and as soon as it works as soon the numbers work then it scales and you hit two comic club like in months like it's really quickly to scale so it's like this upfront work to kind of test and then then it scales really quickly and then for me it's like when a webinar starts scaling and like traffic starts getting more expensive that's when i come back and i build like a lower ticket book funnel but the book funnel i'm gonna lose money on The only goal is to come in and I lose money, but then I push those people to the webinar, and then the webinar makes me more money.

So it's just a different front end.

But I always lead with the webinar.

That's why we shifted OFA to focusing specifically on webinar funnel because I mean, it's the fastest way, most consistent way for people to make money right out the gate.

And so, like, that's where I would put the effort for the next 12 months is mastering that piece of it.

I think it'll get you a lot faster.

And it's funny because

this is the other funny story I was going to tell you.

In my inner circle, when I first launched that coaching program, and people come in, I made everybody go through my webinar training, be allowed to do a webinar.

And so people come and they do their first webinar and they make 30, 50 grand, whatever it was, and they come back, all right, what's the next funnel?

I was like, you don't get another funnel.

Like, what do you mean?

I'm like, you have to make at least a million dollars in this funnel before you're allowed to do a second funnel.

Like, but I already did the, I already did it.

I'm like, no, you don't like, like, this is the, you have to focus on the same thing for a year.

And I forced them to focus on a year.

And then within three or four months, they, because they were like, so, you know, they're entrepreneurial ADD people.

So like they would, they would, you know, don't want to transition so like they focus on for three or four months hit a million dollars like now what can what's the next funnel i'm like okay next funnel is just a funnel to get more people to watch your webinar because webinar works like that that's the convert your mechanism like that's the holy grail any business you can't one webinar converts like i mean we built the click funnels webinar built a billion dollar company like one funnel one webinar right and so it's like you have that and so then the the lower ticket things are just to Again, if you look at my books, dot-com secrets was to get like people understood funnels into my world.

And the expert secrets to get people who don't know know anything about funnels but they have expertise they grab that segment of market unprofit we don't make money on the book and then put them in the webinar and the webinar makes them money and then traffic secrets people need traffic they bought the book come in so i'm creating these other front ends to bring them in but the core yeah central piece is still that webinar okay so so what my current web funnel that I'm I've just built is is a free book funnel.

So I'm basically giving away free PDF copies of the book within this funnel and it's just to build audience.

And so what my plan was was was to run ads for people to download free PDF copy of the book and build that audience.

And so with what you're saying, what I'm translating that into is then once I've built out that audience of people that are looking for burnout recovery, then I can

do the webinar and invite all of those people into that webinar, which sells the the course, the training.

Is that kind of, except for, it depends on what your budget is, is because you're going to be paying seven to ten bucks a lead for a giving away your free ebook.

So it's hard to make your money back, right?

So let me show you the magic trick.

This is called

and then show you someone else.

You can see two examples real quick.

Let me pull it up.

Okay, so I'll show the screen, but if you want to see this, if you want to go through the process and funnel hack for anyone, if you go to salesfunnels.com.

SalesFunnels, okay, so this is a page where they give a free, they get my free e-book, but they get the free e-book for registering for the webinar.

And then they have to show up to the webinar.

And then at the end of the webinar, after I make a pitch, then I give them the free book, but I do not give it to them prior.

I see, okay.

Let me show you another one.

This is

Tim Shields is in my Atlas program.

This dude's got nine webinars.

Okay, here's one of them.

And he's got e-books.

He's got cheek.

So this is like,

get this $47 cheek pack for free.

So he's a landscape photography.

So it's like an e-book basic PDF.

So you get it for free, but to get it, you have to register and then you show up on the webinar.

And at the end of the webinar, then he gives you the thing.

Let me show you another one.

He's got tons of these.

But because the problem with what you're thinking right now is like, again, you're paying, who knows, seven, 10 bucks per opt-in.

So like if you put in 10 grand,

oh no, this isn't the right one.

Sorry.

You put in 10 grand, you're going to get, what's that, a thousand leads?

And then they're most hot when they first opt in.

And then, you know, if you wait two or three months and you do a webinar, those thousand leads you paid $10,000 for, the quality of them is going to go down because they haven't heard from you, you know, they're not part of something.

So then in a month now, you can email the thousand leads and you'll get 20% open rate.

So 200 are actually open.

From that, you'll get, you know, 50% click-through rate.

So 100 will click through.

And then the registration page, you'll get 30 people to register.

So you get 30 people.

So you pay 10 grand, you got 30 people to register for your webinar.

Yeah, no,

it doesn't work yet.

Versus this, it's like you come right here and again, salesphones.com, come and register for the webinar.

I'm going to give you my free e-book at the end of the web class after you show up.

They opt in, webinar happens, you sell them the thousand dollar thing, then you give them the e-book, and now, like, you get your ad money back, plus, you make a profit, and then you can, now you can start, you put a thousand dollars in ads in a day, and you make $1,500 back.

Now, you got a business, now you can start growing and scaling it, and all those kinds of things.

Does that make sense?

Yeah, no, that makes a lot of sense.

Um,

I think that

so the actual whole book is probably not going to be a great lead magnet for this, then, right?

Because they can just, i mean it's available on amazon or whatever so i think

people don't know that people don't know that people

assume that people don't know that every like we literally

like everything yeah i say it like i had a supplement company for and i sold the supplements on amazon for like twenty dollars a bottle i sold the supplements in my funnel for sixty dollars a bottle and we were doing um

you know four or five million dollars a year and people buying it on the funnel.

No one even looked at, I mean, a small segment goes to Amazon to try to find and get a discount, and that's awesome.

But most of them, like, they only know what's being presented to them at the time.

Most people are not out there looking for a way to get a discount on your free ebook that's already free anyway.

They're coming.

It's like, hey, opt-in, I get this free book, sick.

And then, like, if the hook of the webinar is gonna be like, I'm gonna watch the webinar anyway, plus, I have this free thing at the end.

And they sit there, they show up, they hang out the whole time.

And I would recommend go to salesfunnels.com and watch the webinar because you'll see, like, strategically, like, I keep replanning the seed.

Like, the bonus I told you about, I'm going to give it to you guys at the end of this presentation.

Make sure you're here.

And then, you know, 20 minutes, hey, don't forget, guys, the bonus talked about earlier, I'm going to give it to the end, but it's getting them, it's like, it's the bait that gets them to sit there and sit on the webinar and watch it instead all the way to the end.

And then afterwards, I'm like, okay, now here's the e-book that I promised you guys.

But during that process, I had the chance to indoctrinate them, get to know them, to build rapport and to sell my thousand dollar.

my thousand dollar thing in the middle of it yeah no that that's great i love that and i think what um

what um

my question actually i had when as you were talking i had a question can i pre-record the webinar and so I run it or do you would you say I have to do it kind of do I have to do it live can I oh man you want me to go on the Russell Rand or do you want me to be nice

I'm actually you can't see but I'm holding a baby here and he's so I love it yeah this is why I'm saying it's not that I don't want to do things live it's just yeah it's really tricky for me right now to do to show up live and to commit to to doing that kind of thing um so yeah so this is this is the this is the mistake people make though is they they try to do the webinar live they or they they pre-record it they put it up and it doesn't work like it didn't work i don't know why i recommend and if you're expert secrets i preach i've a whole chapter of me preaching about this like you got to commit to making the webinar good right like

it's an art and you have to learn how to present how to pitch and how to make the offer and you have to learn what's happening what's not working so i recommend everyone they do a webinar live every single week until you made a million dollars it's just a 90 minute commitment once a week you do it live and the first time you get two people to show up next time you get five people but you start learning it and you and then what happens is as you're doing it you're like no one's buying why not not and you can ask people why didn't you buy like well the offer doesn't make sense so this is confusing or uh we've we have a program called prime mover that just focuses on helping people write the um their webinar and there's this uh these sisters i call them the wealth twins they're awesome and um they had i think they had like 2500 people on an email list from their youtube channel or something it's really small and i told them to webinar every week every single week uh until they made a million dollars like okay they're just like all right i'm just gonna do what he said so they set up the webinar and they took their 2500 person list they mailed like 250 people it's like one tenth of it emailed them did the webinar live, nobody bought.

And they're like, oh, so then the next week they did it again, take next 250 people, emailed it.

Some people showed up.

And from that, they got one or two sales.

It was really small.

So they went back to these people like, hey, like, like, why didn't you buy?

Just let us know.

And then people are like, well, I didn't understand the offer of this.

They're like, I don't actually, like, that was cool, but I don't actually want that.

And they're like, what do you want?

Like, well, I want this.

Like, oh.

And so they changed the offer.

They tweaked some things.

They did that three or four times.

And within a month, the next time they did the webinar, it crushed.

It was like, boom.

And they're like, oh, and then they asked people, like, it got more feedback and they tweaked and they tweaked it.

And then they went, again,

the upfront part that takes a while is like, is learning what the offer, like, what do people actually want to buy from you?

And then learning how to sell it.

Like, those are the two pieces that take entrepreneurs the longest.

And if you will, if you will

push past those two things, hitting a two-comic club and beyond is insanely easier.

The hardest part is to figure out what do people actually want to buy from you and how do you actually sell that?

And so if you spend 90 minutes a week for the next six months just mastering those two things, afterwards you will be financially free for the rest of your life.

It's just those are the two pieces you have to figure out, and you can't figure that out on an auto webinar.

I can't make a webinar once my homepage.

I'm like, hopefully, it works.

Yeah, yeah, now what do I do?

You know what I mean?

So, that's the there's the nice version of the wrestling round.

But I'd recommend for me, like when we launched ClickFunnels, I did the webinar live over 70 times in a row, and we did $10 million that first year and built into a hundred million dollar company.

But it came from me mastering that presentation, and now I know it word for word.

I could recite it off the top of my head with my eyes closed right now, and I could close 10 to 15% 15% of you guys right now because I've done it so I can know exactly what numbers are going to be.

And like that's the most valuable thing.

But it took me a while to figure out exactly what people want to buy from me and exactly how to sell it.

When you have those two things figured out, that's why I tell people, I'm like, hitting two comic clubs is really, really, really, really easy as soon as you figure those two things out.

What are you selling and how do you sell it?

What do people want to buy from you?

And how do you structure the presentation to sell it?

And when those two things line up, it's easy.

I saw, I remember Dan Hender, he was one of the,

a lot of you guys know Dan Henry now, he's a huge name, making a ton of money, but he came to our world and he was like, trying, trying, trying, trying, a bunch of stuff.

And as soon as it clicked, found what people wanted, webinar, four months, Tucoma Club.

Just like, boom, just, so it's like, that's the, the effort up front.

Like, the funnels are not hard to build.

Like, click funnels makes it easy.

Funnels are easy.

I'll stuff getting traffic.

You can figure it out.

You can hire someone.

But like, those are the two pieces that are the secret sauce.

And you figure those two things out, then

it's easy.

So that'd be my recommendation for you.

Thank you.

Yeah, I really appreciate it.

Thanks for your time.

No worries.

And by the way, for everyone else here, I was preaching to all of you.

This is not just for her.

Everyone, I guarantee you, I think of the same things.

I give people all the time now.

And like, they do their first webinar, like, webinar converter, I'm making it evergreen.

I'm like, stop.

That webinar is the worst one.

Or yeah, that's the worst webinar you will ever do.

Do it five more times before you ever green it.

Cause if you get the conversion from 5% to 7% and then you ever green it and you're at 7% of conversion versus 5% and over the next 12 months, you put a million dollars into ads, million, million dollars times 2% increase in sales.

That's an extra like $5 million in your, in your bottom line that you missed because you like i did a good one so i'm just gonna stop like tinkering tinkering this is the game because these little hinges swing huge doors right like me going from think about this like

like in a traditional funnel let's say um let's say you're getting 30 opt-in rate right and i'm tweaking this to figure out how to increase offering i go from 30 to 40 it seems slow though like oh 30 40 not that big a deal that means

there's 25% more people who just gave me their email address.

It means 25% people are going to show up the webinar.

It's 25% more people are going to buy.

So if I had a webinar, I wasn't going to make a million dollars a year.

Now it's going to make $1.25 million a year, right?

And so that just gave me an extra $250,000 that I can either spend on old books if you're me, or you can spend more ads or whatever, you know, like, and it's just these little, it's, it's increasing conversions by a little bit.

And so some of you guys may have heard me talk about this mantra before.

The mantra is like, how do you give yourself a raise every day?

Every day you come in the office and you're like, how do I give myself a raise today?

It's like, what are I come in and more ag on my team?

I'm like, Morag, what's conversions looking like on this funnel?

And And she's like, Oh, we're at 32%.

I'm like, that sucks.

We should be at least 40%.

I was like, Let's try this, this, and this.

Let me know.

And next, I come back, she's like, Ah, that actually hurt conversions.

Like, ah, dang it.

So, go back to the first one.

Okay, let's try this.

And we'll tinker with it.

And then, um, like at the offer lab launch, when we launched the offer lab funnel, it was converting like 9% opt-in.

It was like horrible.

And so we tweaked it.

I got to like 15%.

And then Sunday night, I was in my house.

My kids and wife had passed out.

I was like, tinkering, tinkering.

I got to like 28%.

And we got to 30%.

And then 36%.

And then I was like, you know, 36%, if I would have stopped after after nine or maybe 15%,

I would have lost.

I mean, just looking at that launch, it would have been seven figures worth of loss.

And I made an extra seven figures just by tinkering on headlines and exit pops.

Like that was like the dumbest thing in the world.

But those little hinges swing huge doors.

So put in the effort, you guys, because

it pays in dividends.

Like it's, it's insane.

Absolutely does.

That really reminds me of a story you shared about your dad asking you about how you wash the car.

And it really just like comes down to standards.

And like, what's what's the metric?

What are you trying to do?

Are you just trying to build a webinar so you can pump something out and you can go back to Russell and say, yeah, I did it.

Great.

Or are you really trying to do something that you're proud of?

Like, if I could just share the story really quickly, Russell's dad asked him to go wash the car outside when Russell's a kid.

So Russell's a typical kid.

He just wants to go wrestle and beat somebody up and go play in the mud and do the thing.

Right.

So he goes and he washes the car and he's like, okay, that's good enough.

Goes to his dad.

Hey, dad, I did the car.

Dad looks and dad says, well, are you proud of it?

Russell's, I think so.

Well, I don't know about that.

Looks back.

No, not really.

I can do a little bit better.

Okay, great.

Does a little bit better, right?

And he continues to go through this and go through this.

And I think that's how you guys should look at your webinars and look at all of your funnels, every single one of your funnels.

So that was, that was all, that was my gold for the day.

That's my nugget.

That's the thing I'm going to go focus on all next week.

I was sick.

Thank you, Russell.

Let's hop over to Angela.

Oh, sorry, Aisha.

Excuse me.

Out of order.

Aisha's.

Hey.

Very excited to get to speak with you guys.

Thank you so much.

I am launching a webinar on November 18th.

Yeah, let's go.

Make your business official, how to build brand and bulletproof the business of your dreams without the information overwhelm.

So I run.

Thank you for that reaction because I've worked on it really hard.

I run a law firm.

And the ultimate goal is to get folks into the firm.

I learned that I need a strategy to catch them earlier.

So I'm doing a bundle that consists of LLC formation, a trademark, and then key contracts to catch the early stage entrepreneurs.

I'm struggling with secret number two as a service provider, because how do I thread the needle between knocking down all those internal false beliefs?

Hey, you can do this with buy my thing so that I can do it for you.

I'm just as a service provider, because I've listened to, I'm in Prime Mover, I've listened to all the modules, and I've heard you talk about like how you weave in

click funnels, but as a service provider, it's a circular argument.

I'm like, you can do it.

And I'm going to show you high-level strategy, how, but in the end, it's a lot of information to distill.

Come on over here with me.

So that's what I'm struggling with.

Gotcha.

So secret, walk me through secret number one is so I can understand the context we're going into is for number two.

So secret number one is my framework that it's called the I Got I Got Next.

I got Next means like when you come with confidence, I have these three three pillars that say my LLC, my foundation is formed.

I'm going to stop trying to side hustle my way through life.

I'm going to properly form my company.

I'm going to protect it by branding it with a trademark.

And I'm going to make sure that either if I have a 1099 person, they're really a 1099.

If not, I'm going to put you on the path to hiring them as a proper employee so that you can really build and protect.

protect what you've built.

So that's the number one framework.

That's the secret number one.

Okay.

So so what are then so after they hear that

what is the what is the internal false belief somebody has is it that

is it that they don't want to do it they they can't do it is it that they can do it free or cheap or what what's like the next internal thing do you think it's it's kind of two things it is um releasing comfort, right?

I work at a stable job and I don't want to let go of the comfort of knowing that I can, you know, every day when I show up, I'm getting

my check every two weeks.

Or it is LegalZoom does a lot of that stuff for me.

Why don't I just go with LegalZoom?

Gotcha.

So these people pre-entrepreneurs, like they have a job and they're trying to leave.

Is that where you're grabbing?

It's a combination.

It's a combination.

So part of me, like I live in the DC metro area.

So right now the government is shut down.

So part of my nudge is, are you going to continue to allow people to have your fate in in their hands?

This is a pathway to freedom for you.

Are you going to, I've worked for publicly traded companies for 20, 30 years.

Like, are you going to allow the decisions made in the boardroom to continue to control your destiny?

So it's people who either are contemplating leaving and need that nudge, or it's they've already been doing it as a side hustle and they need to, I want them to do it right.

you know, because it'll unravel and do it full time.

Because I've tried to straddle.

So that's part of my origin story to them in tier one is i've tried to straddle and the straddling doesn't work you got to get out there and do it but if you're going to do it do it right cool okay

um

so i would i would play off of like

you want to plant seeds of doubt like that's one of my favorite things to do in presentations or persuasion is i'm planning always planting seeds of doubt so legal zoom is um It's interesting because we sell in the back end services where people will go and they'll help us up their LCs, all that kind of stuff, right?

And so we get a little back people like, oh, I just go legal zoom and do it myself.

It's like, I like planted seeds of doubt because there's so many like legal zoom horror stories, right?

Where, in fact, I bet if you asked Chat GBT, give me 35 of the coolest legal Zoom horror stories, they would pull them all out where it's like they set up the LLC, but it was the wrong thing, or it filed in the wrong state, or they did this, but it was actually this, and they ended up getting sued.

Like, it's like, I would, I would be like, all right, now that you guys understand this, then, you know, secret number two is the reason why legal Zoom could be the downfall of your future budding business that you're so proud of, right?

And then it's like, everyone's like, oh, I could do it myself.

And then like, I would find some of those funny memes where it's like

the tattoo guy, where it's like, if you see that, where it's like,

the person's showing like this horse that they want, and then the tattoo is like this crappy, like drawing, hand-drawn horse, like, like, you get what you pay for.

Like, almost like that kind of thing, like, just showing like the contrast of like that.

It's like, it's like, if you're trying to build this thing, you want to do it right.

Like, don't, don't go to the cheap option.

In fact, this is like, let me tell you a horse shows a haggon, have gone that option.

You're showing these other things like that.

And be like, the reason why, why you know um these don't work is because whatever and then insert like our framework is this process da da da da da this is why we do it because we have to go through and we have to vet and find out you know like all the the things that you do to kind of

to to make it where it's like okay i'm not gonna go figure out this on my own this makes way more sense to trust somebody i don't want to do the cheap way this is not like

Like, I remember when I got LASIX 20 years ago, and I remember going in for the consult, and the doctor's like, all right, we got two packages, one that's like 500 bucks an eye and one that's $2,000 per eye.

And I was like, the $2,000 per eye one.

He's like, he's like, do you want to know the difference?

I'm like, I'm not going to go cheap on my eyes.

Like, I will go cheap on other things, but not my eyes.

Whatever version that is, charge me that one.

And I think, like, I would play off of some of those things and just be like, like,

you'll get what you pay for.

And if you go to the legal zoom route, it's just, oh, yes, Chris just posted it in the, in the chat there.

Yes.

When your clients ask if you can do it any cheaper,

like, that would be my thing.

But that way you're placing these seeds of doubt that make them now like they're always gonna second guess like i could go to zoom zoom to be cheaper but like ah i just like same thing with chat gpt so a lot of people want to chat gpt their way through life and i use chat gpt chat gpt has information but it doesn't have expertise so at some point you've got to actually go apply that information and so i think like i've heard you say um yes you have the information and it's like people like yeah i'm gonna do it i'm gonna do it and then like you have to actually go do it and then that causes delay so you're not achieving your dreams because you're just stuck there with a lot of information and not like the real knowledge it takes to apply it and get it done.

Yeah, you can even like do a demo where you do a chat GPT thing and have it pop out something that's like horrible.

Like,

that is artificial intelligence.

If you want real intelligence, hire us.

Yeah, yeah, yeah, because they will spit out.

I mean, people love ChatGPT5.

I've had a lot of trouble with it.

I'm like, it's not what I asked you.

Like, go back and do it again.

At the very end,

my offer is kind of those three three phases of my framework.

And I know I'll get the question if someone else already has their LLC.

I already have my LLC.

What if I take that piece out?

Will you reduce the bundle?

What are your thoughts about that?

Yeah, you say no.

No, okay, good.

That's the advice I've given.

But I would even say, like, I know with

my dad for 20 years, did business structuring stuff.

And so like, he was structured people's business.

And he'd have like, like my company, there's like a holding company where I hold my assets and there's something different.

It's like, there could be something like that where it's like, hey,

you may have an LLC, but like you actually need multiple entities for tax structure and protection and protection from creditors and predators.

So maybe you can be like, I don't know if you believe that or how, you know, whatever version, but if you have something like that, that takes away the thing like, well, I have an LLC.

It's like, cool, you probably did it wrong and you probably did it in the wrong state and you probably didn't hook the right things together.

And you can show like, hey, if you have all your stuff in one LLC and you get a car wreck and someone sues you, they can take all your intellectual property.

Versus you have it over here and you're licensing it from here and you get a car wreck, they can't touch it because they don't own it.

You can show some, again, fear stories like that as well and then now it's like part of this package we're going to be setting up an lc for your intellectual property one for the marketing arm your company or whatever whatever the structure is um but that way it it gets rid really quickly of like well i already have an lc like cool you've got one of the x things you need to actually be protected as well you know yeah awesome thank you so very much really appreciate i love the program uh so i've only been in it since early september but it's been amazing so thank you so much glad to have you here so congratulations thank you Yeah, thank you.

That was a great question.

Isn't that crazy?

The DC shut down, like the government shut down.

It's wild.

Can you imagine if we could just like shut down?

Like, let's just stop working for a while until we decide to come back.

I don't know any details of what's happening.

It's my head.

I'm like,

no offense to government workers, but anyway, never mind.

I'm like, I'm gonna get in trouble with my thoughts.

But entrepreneurs don't get days off.

Like, I haven't had a day off in 25 years.

Like,

I can't even imagine.

Like, that would be amazing.

What would you do with the day off?

I'd be so bored.

I'd be like,

no.

I actually took a day off last week and it was absolutely terrible.

It was, it was awesome until like 10 a.m.

And then from 10 to 5, I was losing my mind.

Yeah.

And my day is off.

Usually I'm trying to like enjoy and relax.

And then my wife's like, so what are you doing on your day off?

I'm like, I kind of want to.

go and read a book at the office or something, you know?

She's like, all right, did you take do whatever you want to do?

Like, awesome.

Thank you.

I'm going to wipe board out my next funnel.

This would be great.

Sounds miserable to have no goals or aspirations.

Oh, I didn't say that.

Gosh, I didn't say that.

Sorry.

Okay, hey, we have short time here.

I know you have a really busy schedule, so I will get you out on time.

Let's hop over to Angela, though, really quick.

Angela has a webinar question for us.

How can we help, Angela?

Angela.

Looks like we have another Angela maybe.

How are you, Angela?

Okay, you want me?

Is this?

Oh, there's two of you in here.

I got you.

Oh, okay.

Sorry.

Almost got me.

There you are.

Good to see you, Angela.

Good to see you.

Russell, thank you.

I feel so honored to be here.

I do have a question.

So I was telling Dante earlier that my husband and I, we have a coaching business for marriage.

We've done it for years.

We already know how to sell the program, but

I'm committed to doing the weekly webinars.

However,

we don't really know how to transition the one-on-one

over to

one-to-many is what our goal is.

Selling or like the coaching side?

The coaching side to sell the program as opposed to one-to-one

to transition it to one-to-many because we're getting burned out by doing one-to-one in a week.

It's just not enough time.

So we've got books, we've got everything, all the pieces, just don't know how to scale it from that.

Cool.

And there's another part to that question, Russell.

Angela, earlier, we were speaking, and she's done one-to-one for a long time.

She can close those sales perfectly fine, but she did her first exploratory webinar.

And her webinar only had two registrants that showed up to the webinar.

But guess what?

She made a sale.

She made a sale with two people in there.

I was telling her.

50% close rate.

50% close rate on two people.

So in a webinar, we want a lot of people because we need to make a feeding frenzy.

I need a shark to bite the fish so that all the other sharks come in and bite the fish with them.

Right?

so like what what do you think russell when you hear that i was telling angela don't uh at first we were like well should we do one-on-one presentations and then yeah sure do some one-on-ones you can make fast cash you're really good at the thing while you're building your webinar but when you hear something like that do you think oh ditch the ditch the uh ditch the one-on-ones and just go into the webinar let's do multiple webinars a week what do you what do you think Oh, versus one-on-one sales calls?

Yeah.

Oh, yeah.

Well, first off, I'm scared of one-on-one sales calls.

So I would, at all costs will avoid those myself personally.

But it's just it becomes an efficiency thing, too.

You know what I mean?

Like, you can do a webinar, and I can sign up 250 people in an hour, which would take me a decade and a half, one-on-one, you know what I mean?

So, um, over time, it's definitely better.

Um,

there,

oh, do I, ah, this is ADD russell now.

Um, there's a really cool strategy, uh, Richmond Din does called the tiny challenge, where it's a one-on-one challenge that he sells.

I did it

anyway, it's a different strategy, but

never mind.

Well, you can look back.

I already wrote it down.

There's a YouTube video I interviewed him.

He talked about it.

It's kind of interesting, but he basically he has some assigned up for like a live challenge.

We get like five one-hour calls with him.

At the end of he pitches his high-ticket thing, but then he sells what he calls

look along or follow-alongs or something for like 50 bucks where people can like listen in and watch him consult this person.

And then at the end of it, half of those people buy the package as well.

And it's like an interesting twist on how to do a webinar, but that's outside this point.

I would say, though, if it was me, I mean, you can still do one-on-ones if you need to, but like, I would do once a week.

Like, maybe it's Friday where you're just like, every Friday, we're doing a group call, jump on, and we're going to, you know, and that way, the unconverted people who didn't buy during the week or people in the past haven't, like, it's just a unique different way.

And just like invite them, like, hey, you know, in the past, we talked about this.

Maybe it wasn't a good fit time, but jump on.

We're doing this really cool training.

And then it gives you the ability to just do like a one-to-many and just keep, as you're building your webinar and stuff, just practicing things and testing things and adding things.

And,

but yeah, it's just it's you know, it's so much more efficient.

If you get 10 people and you close half, like that's a week's worth of selling sales calls, you know what I mean?

So, yeah.

And then the fulfillment sides, because that's kind of more you wanted to focus on, right?

The fulfillment side?

Yes, but then also we have we've always sewed the program 1700 to 1900 one-to-one.

And

do I still, would you still keep that price set there as opposed to now there's more in a group so they're not getting that individualized attention should I increase or keep it at the 1997 or drop it back some since it's

pay 1997 what are what are they uh what are they how many they call they calls with you how does that work

uh the 1997 so you get the six week uh you mean one to one or one to many

one to one what are they yeah okay so um that used to be eight weeks um one to one uh the book the

access to us throughout the program, um, and then their community.

Okay.

It's six one-on-one calls.

It used to be uh eight, then we backed it back to six.

Okay, all right, this is what I'm gonna do for you.

You're gonna have resistance to this initially, but I promise you, I'm right in the end.

So I will trust you.

All right, so step number one: you are now officially raising your prices.

You are no longer $2,000 for six sessions.

You are now $5,000 for six sessions.

sessions and i think you should be a lot more than that you should eventually be eight to ten maybe even twelve but i'm gonna give you five thousand right now because that's gonna be the first uh belief we got to break and then you find out people pay you that then you'll then you'll creep it to like six thousand then eight thousand but um because part of selling the group is you have to um you have to create the uh the perception rate like the the shift right like when i when i wanted to um

uh like launch a ten thousand dollar program i also launched a twenty five thousand because i wanted you know and lo behold there's a group people always send to twenty five thousand when I wanted to launch my 50,000, I was launched 100,000 and then percentage went to 100,000.

You know,

we recently

last month launched a million and two people bought the million dollar.

So it's always pulling yourself up higher and it makes the value of the lower ticket thing less expensive.

So a group coaching program for $2,000 is a normal cost for something like that.

So that's not outrageous to think.

So I would say I would raise your one-on-one immediately to $5,000 and then start selling the group at the $2,000.

I don't think you lower the price on that at all.

And then when you are selling it, you can even on the webinar bag.

There's two options, one-on-one with us, $5,000 or $6,000,

whatever you feel comfortable with.

Or we have this group, which is the group's nice because actually you get more stuff and it's $2,000.

Not a one-on-one with me, but you're getting access to more.

I look at the Prime Mover coaching program we have, right?

Like it's $10,000.

And they don't get any one-on-one with me at all, but they get way more time as a whole.

I saw Chris Cameron, who runs the program that he's in here right now, now, listening along.

A lot of our members here, like, they get so much more because there's coaching calls four or five times a week and they have onboarding and there's events and like, you know, so they get way more than if they got, you know, if they paid me a hundred grand for a half-day console, right?

They get way more that way.

And so it's actually, somebody was like, you can pay a hundred grand if you want, but like, this is better, Deal, for 10 grand, you get way more stuff.

It's just not me personally to get all my coaches, you get my videos, my trade, you know, and so that's kind of the positioning on it.

And then the fulfillment, I'll talk about this because this is

something that took me almost 20 years to figure out um

yeah chris camera said don't discount raise the value you never lower your prices just increase the value um okay uh so in the back in the back they're trying to grow up because the transition always is like one-on-one coaching and then you get overwhelmed and stuff and transitions to group coaching And so like the, I'll tell you, like, where we've ended after 20 years of testing, we now have switched our back-end coaching to what's called facilitated coaching.

I don't know, are you in the Prime Mover coaching program?

I am.

Okay, so you've seen how like I would copy that.

Like what we are doing works.

I've been preaching this in my inner circle groups, my Atlas groups, and we've got probably about half dozen now that have, they all fought me on it for almost a year.

And then like Dr.

Sonia was the first one who like, all right, I'm going to do it.

And then she did it.

She's like, this is the greatest thing in the world.

And then another one.

And so I've got five or six of like 250 people who have finally like tried it.

And they're all like, why didn't we listen to you earlier?

So I would literally like, look at what you're doing, like we're doing, and just copy it.

Like it's, they take your six calls you normally do go record 15 minute videos of you teaching whatever the core frameworks are hire somebody who's gonna run module number one once a week and have them come in and then they facilitate it they push to your video they do a breakout just like I would funnel hack and just copy that process that process is 20 years in the making and of all the things we've done it's the it's it's had the highest satisfaction rate the highest success rate and the least stress on Russell shoulders of anything we've ever done.

So it's like, if I can give you one gift, it's funnel hack that and model it.

Like you literally need one facilitator.

And the coolest thing, if you look at the facilitators, and you can, I'm sure you can hit up Chris Cameron.

He can talk to you more about it too or jump in Q ⁇ As.

But

it's cool because the facilitators don't have to be a coach.

That was the problem before when I was hiring coaches is they had to be somebody who

could coach my stuff.

And that's hard to do, right?

Like Dante is probably one of the few people I actually would trust.

Like he knows my stuff well enough and he's iterated on.

He can like he could do that.

But to find someone like that is very, very rare.

And somebody should watch a coaching call with someone.

You're like, why would you tell them that?

And then you're liable for like what these people are saying.

And so facilitators are great because the facilitators aren't coaching, right?

They're like facilitating, watch this video, go in the break group out room, or breakout room, right?

Do your notes.

And like they're facilitating the conversation.

And then our facilitators, if someone asks them a question, what they're trained to do is not to answer it.

They're trained to push back to the content.

Like, that's a great question.

Russell talks to us on module two, video three.

Here's the link to it.

Go watch that.

And so they're really good at pushing back the content, but they don't have to be expert matter subjects.

They don't have to coach somebody.

I don't want them coaching people.

I want them facilitating and then using my coaching, you know, my videos, my things to actually do the live training and takes the stress and the liability.

And that's kind of how we structure it.

So, yeah,

I would model that because it works really, really well.

And I said, I mean, we're putting through Prime Meaver programs had 1,800 people in the last 12 months join that.

And I think we have three facilitators.

So it's like.

Like I could, we could add 500 new people tomorrow and it wouldn't it wouldn't I wouldn't need to hire more people right so like if you if you had one facility, one person that you trained to do that, um, it would take all the pressure off your back for the rest of your life.

I am so all over everything you said.

I trust you 100%.

I'm, I'm on it.

Thank you so much.

Totally invaluable.

Awesome.

So great to meet you.

And likewise.

I will see you at one of those live events eventually, I promise.

Okay, awesome.

Awesome.

I can't wait.

Well, Dante, that was a great like over, like all the different sessions were so different and like insanely, I think, the like very great things.

So, that anyway, that was, that was, that was fun.

That was really fun.

That was a super packed power hour.

I love that, man.

Yeah.

Love that.

And thanks for all the stories and examples, the real examples you're giving us.

Not like you're some dude that's like, oh, I did this 20 years ago, and here's what worked 20 years ago.

Like the stuff happening now, today,

that was amazing.

My weekend's already plugged up now.

I'm going to go do all of that.

Awesome, man.

Thanks for all you do, man.

I'm super grateful for you.

And hopefully, we get a chance to hang out in real life soon.

I need you to come to Lancer.

You guys got got to come out here.

We'll do something.

It'd be fun.

Let's do it, man.

Be the pleasure of my life.

Thank you, Russell.

Thank you for your time and

all the you that you give us in these.

It's amazing.

Have an amazing day.

Thanks, Dante.

Thanks, everybody.

See you guys.

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.

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