Offers Will Change Your Life: The Stories Behind My Biggest Turning Points | #Success - Ep. 90

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Speaker 2 Do

Speaker 2 That's sellingonline.com slash podcast.

Speaker 2 What's up, everybody? Welcome back to the show. I hope you're all doing amazing.

Speaker 2 This is probably dropping during Thanksgiving week. So hopefully if you're in the States, you're having a great Thanksgiving.
If you're anywhere else, hope you're having a great week.

Speaker 2 And we appreciate you guys always paying attention and listening. Today I wanted to give you guys a bonus episode.

Speaker 2 This is from I had a chance a little while ago to speak at Myron Golden's event because Myron is the man and basically when you ask me something I say yes. So that's kind of the relationship we have.

Speaker 2 He's amazing and I asked him if I can speak this event for him and with him and it was so much fun.

Speaker 2 The whole event was about offers and so he wanted me to put my spin on offers and what I've learned and how they work and I had a couple presentations that I did at that event, but this one was one that I thought was really cool that I want to share with you guys because hopefully, I'll be start thinking about offer creation and the different offers you can create, and like, and the fact that you know the people in each market that make the most offers, the ones that have the most success, and it goes through a lot of different offers and things that we've created over time.

Speaker 2 And anyway, it was a really fun presentation to prepare and to give. I hope that you guys get a ton of value out of it during these holidays.
And then after that, get back to making some offers.

Speaker 2 Black Friday offers, Cyber Monday offers, Christmas offers, New Year's offers, like Panelo's offers, because that's, like I say, an offer a day

Speaker 2 keeps the tax man away I don't know something like that all right that's it I hope you guys enjoyed this episode and we'll talk to you

Speaker 2 this is the Russell Brunson show

Speaker 2 a lot of you guys are gonna be really really nervous like I don't know how to put offers out there like it's like ah there's gonna be anxiety and stress and what if my offer sucks what if nobody buys it but the second slide you have to understand is that the person in any market who's willing to put out the most offers is the person who wins So it's not just like I'm going to put one offer out there and hope it does well.

Speaker 2 Like it's putting out offer after offer after offer.

Speaker 2 um just in the last 30 days alone i've probably put out 12 different offers to my market like i'm putting out offers all the time trying to see what works what doesn't work sometimes put offers and they completely bomb even today i put out an offer and i think i i i'm pretty good at this at this point i still put out offers sometimes it don't work other times put out offers and they blow up and you never really know so when i was preparing this uh presentation today i was thinking about man i've been in this business now for 20

Speaker 2 And 21, 22 years, something like that, which is crazy because I look like I'm 14, but I've been doing this for a long time I'm 43 years old right now and I started my business when I was in my early 20s and so

Speaker 2 yeah it's been over 20 something years I've been doing this and I was thinking about the offers I put out there that actually changed my life because there were definitely like four or five that were like huge shifts that changed everything for me and so if you guys don't mind I'm gonna tell a couple of stories about that and hopefully it'll give you some inspiration about just like the reason why this is so important why it's something that's essential for you guys to do because one good offer you put out there can and will change your life forever so when I got started

Speaker 2 again 20 some odd years ago, I just married my beautiful wife. Anyone have ever seen my wife online socially? She hates being on social stuff, but she's on there every once in a while.

Speaker 2 I met her, fell in love. I was like, I want to marry this girl.
My wife's six years older than me. And so I was like, how do I impress her? Like, I'm broke.

Speaker 2 She's like beautiful, like all these things, right? And I don't know, somehow I tricked her. She was...

Speaker 2 She was the very first like sale. The very first time I closed somebody, I was like, I can't believe I closed her on me.
This is ridiculous.

Speaker 2 So she married me and was amazing.

Speaker 2 And I was wrestling at the time, so I didn't have a job. So she also had to marry me and she had to support me, which is like, like, I'm a good closer, right? If I can do that.
And so she marries me.

Speaker 2 Then she's supporting me and everything's happening. And at the time, I'm like, I got to figure out how to help her.
Because long term, when I get done wrestling, I got to support her.

Speaker 2 Like, what am I going to do? And so while I was in school, I started trying to figure out how do I make money? How do I... How do I create something that will make us money?

Speaker 2 And I tried a whole bunch of different things. Some of you guys have heard my story.
One of my first products was teaching people how to make potato guns. I made a little product called Zip Brander.

Speaker 2 It was a little software product. I created a whole bunch of different products and put them out there.
And I had a mild success with a lot of them.

Speaker 2 Like nothing like, you know, I didn't become a millionaire selling DVDs on how to make potato guns, but I made a little bit of money here and there, right? That's how I got started.

Speaker 2 And I remember the very first time that I actually made an offer. And I didn't even know that it was called an offer at the time, but it was our second Christmas together.

Speaker 2 My wife and I had been married for two years. It was our second Christmas together.
And

Speaker 2 my wife's super low maintenance. Like, she thinks all this stuff is, like, when she comes to events like this, she's like, why are people here to hear you talk? This makes no sense, right?

Speaker 2 It's like,

Speaker 2 oh, she's amazing. One of my friends told me, like, if you didn't marry Colette, your head would be so big, but she doesn't care about any of this.
Like, it's so funny.

Speaker 2 And so, anyway, but I remember we got married and I'm trying to figure this business thing. I had a couple of, I was selling some potato gun DVDs.
I was selling a couple other things like that.

Speaker 2 And I had a little email list at the time. It wasn't huge, but I don't know, probably a thousand people or so who were who had joined my email list.

Speaker 2 And I remember like we had these couches and they were couches, again, she was six years older than me.

Speaker 2 So when she, when she moved out of home, she bought some couches and then those were the only couches she had for, you know, prior to us getting married. Then we got married and I had nothing.

Speaker 2 So I was like, not only like, you're going to marry me and you're going to support me. Like, do you have any couches? So she had the couches.

Speaker 2 And like, they were these old couches, you know, and like, anyway, and I was just like, man, I would like to hear something nice.

Speaker 2 And she had mentioned, like, someday, like, if you ever get a job, we should get some new couches right and

Speaker 2 and so anyway

Speaker 2 that Christmas I want to I want to buy her some couches but couches are expensive they're like they're like I don't know three or four thousand dollars which I did not have so I was like I put together an offer again I don't know that was the the name for it but I'm putting together something and see if I can make enough money to buy my beautiful wife some couches and so uh it was Christmas time and so I remember I called it the Grinch spell the Grinch sale and so I had a picture of the Grinch on it I was like the Grinch's heart grew three sizes that day and he wanted to get this cool thing for his wife I just told the story.

Speaker 2 I was like, I want to get my wife a couch. I can't afford it.

Speaker 2 But I want to get a couch. And so I'm going to create a really cool offer.
So I create an offer. I was like, if you sign up for this thing, it's $37.

Speaker 2 You're going to get this, and you're going to get this. And I put together five or six really, really cool things that were worth way more than $37.

Speaker 2 But I was like, if you pay for it, if you pay the $37, I'll give you like $300 or $400 worth of stuff, right? And I put together this thing.

Speaker 2 Again, I didn't know it was called an offer at the time, but I put it together.

Speaker 2 I sent an email out to my list, and I went to bed. And

Speaker 2 this is going to come back in a little bit. I'm going to talk about Hook's story offer, but I told this story.

Speaker 2 I didn't try to hide it. I wasn't like, hey, buy this really cool thing over there.
I literally, the headline was like, I'm trying to buy my wife a couch for Christmas.

Speaker 2 If you guys buy this thing, I will buy her the couch and then I will put your name on the Christmas card as one of the people who helped support me in buying my wife this beautiful couch.

Speaker 2 And so I sent the email out,

Speaker 2 the picture of the Grinch on it, had the little off, had the story about it, had a couple of pictures of the things that were going to be included in this offer. Sent the email out.

Speaker 2 I went to bed, woke up the next morning, and I sold like a dozen of them or something. I was like, this is amazing.
Like $37 times a dozen, it's $30,400 in sales. It's amazing.

Speaker 2 What I didn't know is one of the people that bought it was this guy named Carl Galetti. And at the time, Carl Galetti had a huge email list.

Speaker 2 And on the thank you page, I had an affiliate link where I said, if you sign up as an affiliate, you can promote this as well. And we'll split the money 50-50.
So he bought it.

Speaker 2 He's like, this is a really good offer. And so he took the link, signed up as an affiliate, and then he sent an email out to his list.
So that day, I'm going to school. My wife's going to work.

Speaker 2 I have no idea what's going to happen. I go to wrestling practice.
I get done with wrestling practice. I come back home and I open my little PayPal account.
$20,000 in sales in my PayPal account.

Speaker 2 And I was like,

Speaker 2 what the crap?

Speaker 2 I could buy two or three couches for this much.

Speaker 2 But part of me is like, something went wrong. Because

Speaker 2 I only have a thousand people on my list. And like, this doesn't make any logical sense.

Speaker 2 And then what else happened is some of those people who bought saw on Thank You page like they joined his affiliate. They sent it out.
And so next day more sales come, more sales,

Speaker 2 coming in, and it was a little

Speaker 2 three-day sale. At the end of three days, we've sold $37,000 worth of this thing.
And I was just like,

Speaker 2 are they going to take the money back?

Speaker 2 Like, am I going to go to jail? Like,

Speaker 2 $37,000. To put it in perspective, my parents made like $37,000 a year.
I made that in three days. Selling this thing that had a picture of the Grinch on it.

Speaker 2 The story about I want to buy my wife a couch with a a little offer. I had no idea that was possible.
I'm a college kid, right? And so then, I'm like, do I tell my wife? Do I not?

Speaker 2 Like, and so I didn't even tell her. So then, like, I was like, hey, Colette,

Speaker 2 I'm going to buy you a couch. She's like, we don't have money for a cat.
So I'm like, no, we kind of do right now. Let me explain.
So I tried to explain to her what just happened.

Speaker 2 And she's like, wait, people, what? She could not fathom it. I couldn't fathom it.
It was this crazy thing.

Speaker 2 But then all of a sudden the email started coming in and people were like, hey, did you buy your wife the couch yet? Did you buy your wife the couch? I bought that thing.

Speaker 2 I bought three of them because I want to make sure you get, and all these people bought something.

Speaker 2 And so my wife and I went down to RC Willie, which is where we bought the couch, bought the couch, got it back, took a picture of me and her, sent an email out to all the people who bought, like, thank you so much.

Speaker 2 This is what you were able to get for my wife and I for Christmas.

Speaker 2 And it was the first time that I'd ever seen the power of an offer. I was like, this is crazy.

Speaker 2 Like, I'd made $37,000 in my entire life up to that point, three days because we made a really, really good offer. Okay.

Speaker 2 Some of you guys are the same way. Some of you guys have been doing this business for a while and you've been struggling.

Speaker 2 And maybe you put a product or an offer out there and you tried something or something and it didn't work yet, right? And you have to understand that you're literally just one offer away.

Speaker 2 Like what you put one really good offer out there and boom, somebody takes it and it goes viral. Whatever happens, it can change everything for you.
And so

Speaker 2 that was the very first time an offer really had a big impact on me. And I started looking through this morning, I was writing down like, what are the other times?

Speaker 2 There were five core times I put out an offer that shifted everything. The next time was fast forward a couple years later.
I'd started to grow my business. I had a couple employees time.
And

Speaker 2 the weirdest thing that you're going to find out, how many guys have employees right now?

Speaker 2 How many guys are just solo right now? Okay, for the solo people, this is something I didn't know about employees till I hired them.

Speaker 2 So, as an entrepreneur, you only make money when you sell something, right? You kill something, you get to eat it. That's how we like, well, if we kill it, we get to eat it, right?

Speaker 2 But when you start hiring employees, it blew my mind. I'd never had a job before.
So,

Speaker 2 because I was a student athlete, I'd never had a job before. This is the first known thing I ever did.
But employees expect to get paid every two weeks whether you make money or not.

Speaker 2 Did you know that?

Speaker 2 Yeah, I had no idea. So, like, I hire my friends, they're working for me, and they're like, hey, it's like, it's payday.
When do we get paid? I was like, what are you talking about?

Speaker 2 We have to kill something before we eat. And they're like, no, no, we get paid every two weeks.
It's like, oh, crap. Like, I had no idea.
And so I'd hired these people and they wanted to get paid.

Speaker 2 And so I was like, ah, so I started getting better at making offers because, like, I got to pay these guys. So I like, I create an offer, send a list, make a bunch of money, pay them.
I'm like, okay,

Speaker 2 and start working on the next project. All of a sudden, they're like knocking on the door.
Hey, it's been two weeks. When do we get paid again?

Speaker 2 Cool, crap okay so I go on and make a quick offer send it out to the list make a bunch of money pay them again and like this was the cycle and it was just like overwhelming and

Speaker 2 I was doing that for five or six months leading up to about Christmas time and it was just it was hard like I was hustling to make money to pay these people and back and forth and and um at the point where I remember it was it was December and I was like I don't have money to keep paying my employees like I'm I'm out of money like I don't have anything to do I'm out of ideas for offers I don't even know what to do and I remember it was like I said it was Christmas time I was outside hanging up Christmas lights.

Speaker 2 And I just remember it was freezing cold outside. I didn't have gloves on.
So I had this like stapler. Anybody ever hung Christmas lights before?

Speaker 2 One nice thing about like making offers, you make enough money, you can hire someone to do it, but I didn't have money at the time to hire someone.

Speaker 2 So I'm out there like on a ladder, like stapling in Christmas lights around my house. It's a horrible thing.
It's freezing cold in Boise Idol. Snow outside.
I'm like shivering.

Speaker 2 And I'm thinking, sitting there, and I didn't want to go inside because I was like...

Speaker 2 So stressed about how do I pay payroll in the next two days. I have no money.
I don't know what to do. I have no ideas for offers.

Speaker 2 So I sat out there just like stapling these lights, sick to my my stomach about how am I going to go and fire all my friends and family members in December right before Christmas.

Speaker 2 Like, I had no ideas. And so, at the same time, I'm also listening to some audio.
This is pre-podcast. So, I downloaded some seminars.
I was at. I'm listening to some things.

Speaker 2 And I remember that at the time, somebody had taught they had a high-ticket coaching program. And I had never heard of a high-ticket before.
This was a new thing. I didn't understand it.

Speaker 2 I'm listening to this audio. They talked about how they had these things and they sold for $5,000.
They had people come to their office and they would teach them how to do a thing.

Speaker 2 And I was like, okay,

Speaker 2 maybe I could do a high-ticket offer.

Speaker 2 And and I started thinking through this and like that was the first time I'd I'd ever thought about like a high ticket offer right and I'm like what would I do for a high ticket like I have no idea and then anyway I

Speaker 2 as I was hanging up Christmas lights I started getting more excited like what I could create like but would people actually pay me for pay me money like I couldn't figure that whole thing out how many guys ever feel like people actually pay me five or ten or twenty thousand dollars like I'm a kid who's hanging up Christmas slices I was like why would somebody pay me five thousand dollars for something but I had a little spark of belief right some of you guys like I'm hoping that this event if nothing else, it gives you that spark of belief.

Speaker 2 But for some reason, I'm hating Christmas. I had this spark of belief.
Like, I think I could create something that people would pay me $5,000 for.

Speaker 2 And so I remember that morning, the next morning, I woke up and I emailed my little staff. I said, hey, everyone.
I think it was a Saturday morning or something.

Speaker 2 I'm like, hey, I haven't told you guys this yet, but I'm out of money. I got no money for payroll, but I think I have an idea how we could save Christmas.

Speaker 2 If you guys don't want to come in the office, then we're going to brainstorm. And so I sent that out to everybody, texted a couple of them.

Speaker 2 The next, you know, an hour or two later, we're at the office. There's five or six of us.
I was like, okay.

Speaker 2 So if we want to pay, if you guys want salary to pay for Christmas and stuff like that, I got no money.

Speaker 2 I listened to this audio. This guy's selling high-ticket stuff.
We got to create something high-ticket we could sell. And like, well, what are we going to sell? I'm like, I don't know.

Speaker 2 What could we, like, let's make up an idea? So we sat in front of a whiteboard like this. And I was like, what could we sell? And they're like, what if people flew out here and they did this?

Speaker 2 We made the first thing. And we let's not a second thing.
We started just listing out all the crazy things. I was like, right now, everything's on the table.
The crazier, the better.

Speaker 2 Like, what if they flew and they stayed at your house? I'm like, let's put it on the board, right? What if they came and like, your wife cooked in breakfast, lunch and dinner for there?

Speaker 2 I'm like, put it on the board, right?

Speaker 2 And we started like putting all this stuff up there and we could do this for people we could do this and we started just a mit mapping out and so we had this whole whiteboard full of all the crazy things we could possibly do and then we started looking at i was like my wife will kill me if she's like you know we can't do that so we crossed out that one and we couldn't that would be really hard and this would be too expensive and started taking off the things that that we weren't willing to do One of the problems some of you guys make with offers is that you will be so excited initially you'll want to promise everything in the world and then later you'll be miserable because you over promise.

Speaker 2 And so initially during the brainstorm, we put everything out there, but but then we start taking things away. Like, what are our non-negotiables? What are we not willing to do?

Speaker 2 I had a friend who, she's amazing, and she did this little event in Boise, Idaho, and she sold a $5,000 package. And I remember I saw her right afterwards.

Speaker 2 I came and spoke with the event, Susan Boise, and it's like, she did the whole thing, and she signed up like 10 people at $5,000. And she was like on top of the world.
Like, this is amazing.

Speaker 2 I made $50,000. She was so excited, right? And then I saw her like eight months later, and she was like miserable.
I'm like, what happened?

Speaker 2 She's like, well, when I sold the $5,000 thing, what they got is they got to come to my house three different times throughout the year times ten people it means 30 three-day events one-on-one with people and she's like i'm like she was just broke she was it was so miserable and she's like i promised everything i wanted people to buy and then like the fulfillment of it crushed me and so when she finally finished it we sat back like hey this time is structured offer in a way that's not going to kill you um and so just a word of warning for you guys after you make brainstorm the greatest offer of all time take away the things that will that will destroy your happiness um and so we started taking those things away we create a new offer and i remember i had a a little email list at the time, and we sent out this email to Les and said, hey, this is what we're doing.

Speaker 2 It was a $5,500 offer. This is how it's going to work.
And we walked through, and we made just a really, really good offer. You're going to fly to Boise, you're going to be here for three days.

Speaker 2 We're going to do this for you. We'll do this for you.
We mapped out. It was just a really, really irresistible offer.
Sent the email out to our little list at the time.

Speaker 2 And this is the very first time we'd ever done phone sales.

Speaker 2 I said, if you're interested, fill out a form. We'll call you on the phone.

Speaker 2 And for the next week or so, me and some of my buddies were calling people on the phone and trying to explain the offer to them.

Speaker 2 And in the first 10 days after I made that offer, we had 11 people who signed up for a $5,500 offer. Which is like, what, almost $60,000, saved Christmas.
I paid everyone's Christmas fees.

Speaker 2 People started coming in, and all of a sudden, I was like, I had an offer. I had a really good offer.
And that same offer, we ended up using that offer.

Speaker 2 We tweaked little variables of it, but that offer was basically my offer for the next five years. From that, we ended up building a sales team of over 60 full-time salespeople.

Speaker 2 We had people coming in and out of Boise like every single month, coming in for events and live coaching and stuff like that, all based off this one little offer.

Speaker 2 I think $15, $20 million in sales come off that one little offer that we'd created. So, for you guys, again, like one little offer.

Speaker 2 And usually, I don't know if it's always the pattern for me, but usually the greatest offers come at a time where I'm about to lose everything, right?

Speaker 2 It's like I got to come up with something, and that's when I started getting ideas for really good offers, okay? So, that was the second offer we'd made, and it changed everything for me.

Speaker 2 The third one was after we had built up the call center, we had 60 full-time sales people, it was growing, we had 20 full-time coaches, we were doing events, and it was like I had built up

Speaker 2 huge overhead, which that's an event for another day. If you cannot have overhead, the less overhead, overhead the better but we had this huge overhead and I remember

Speaker 2 this was back man probably 14 15 years ago

Speaker 2 everybody in our industry was all using the same merchant provider and there were some people who were using that merchant provider who were doing some really shady stuff and so they got pushed back by visa and master card and so overnight they shut down like I don't know, three or four thousand people's merchant accounts just overnight.

Speaker 2 Just turned them off.

Speaker 2 Anyone here remember that? Some of the old OGs in the room will remember this whole thing.

Speaker 2 Anyway, so I had 14 merchant accounts, and one day all of them disappeared.

Speaker 2 They shut down.

Speaker 2 And when you have, you know, 60 salespeople,

Speaker 2 100 full-time employees, and you're processing a lot of money to keep everything overnight, it all just froze, and we lost all of our merch accounts. The ability to process money disappeared.

Speaker 2 So one note for all of you guys. One is the scariest number in business.
Always make sure you have backups. We had no backups.
And then because of that, everyone got merch accounts shut down.

Speaker 2 Everyone was trying to get a merchant account. It was really, really difficult.
It was hard. It was just, it was a different day back then, but it was really hard to get merchant accounts.

Speaker 2 And so much so that I had to start laying people off. I was literally hiring or like firing 20, 30 people a day.

Speaker 2 All you guys, you have to leave. I can't afford you.
I have to leave. And like, it was painful.
I was firing friends. I was firing family members.

Speaker 2 I was firing all sorts of people just to keep our business afloat. And I remember we went from this huge 20,000 square foot building to the point where we'd fired everybody we had no room for it.

Speaker 2 I couldn't pay the lease on anymore. And I was just like, I'm in trouble.
And I remember I told the landlord, like, I can't keep our lease.

Speaker 2 He's like, okay, well, you need to leave and we're probably going to sue you. And I'm like, cool

Speaker 2 well I got nothing left so come and sue me like I don't even care so we were packing up our office and getting everything out and I remember we we were throwing everything away just trying to like to downsize and we ended up eventually eventually moving into this little 2,000 square foot building with the five or six of us that was left but I remember the last night I was in this building and this was like you know you have a dream like this was my my dream we'd built this up we had we had there was an event center people were coming to events and they're like it was like I was like my identity was so tied to this this building this location It was like the most beautiful thing in the world.

Speaker 2 I remember the last night we were there,

Speaker 2 everything was gone. All the desks were gone.
Everything was done. And I remember I was trying to think,

Speaker 2 how am I going to pay for the building, for the 2,000 square foot building? I have no money even to pay for that. I was like,

Speaker 2 I need to create an offer. I got to create something so that we can be in this building.
And so I sent a couple emails out to my list at the time. I hadn't got a webinar.
And I remember, it's crazy.

Speaker 2 I was sitting in this little room. It was my old office.
There's no desk left. I remember I had my shoes off.
I was on my socks. I was sitting on the floor because there was no desk.
And

Speaker 2 I promoted this webinar. And actually, that's not true.
It was the teleseminarin. Me and Myron talked about this last night.
Pre-webinars, we did everything on the phone.

Speaker 2 There was these things called teleseminars. And so I'm sitting on the floor with my laptop.
I pick up the phone. A whole bunch of people register for this call.
And I started talking.

Speaker 2 And I was telling them a story. And I made them an offer.
And I was like, in my head, I was like, if nobody buys this,

Speaker 2 I'm in big trouble. I don't know what to do.
And so I had to make this offer as good as possible. And I remember putting together this offer for $1,000 something.

Speaker 2 I put together an offer, made a really good offer stack, and did the webinar, or did the teleseminar, made the offer. And at the end of that offer, I remember

Speaker 2 I pushed the sales, and then I was done, hung up the phone. And then I remember

Speaker 2 putting my laptop, walking out the door, shutting the door, doors locked behind me. And I was just like, that was an error in my life.
It's over.

Speaker 2 I remember walking home, getting my car, driving home, and just kind of like, I don't know, just that feeling of just like kind of sadness and depression.

Speaker 2 And like, man, like, I let down all these people all these staff all these employees all these people i cared about just kind of let them down and me and upset and frustrated and all those things and scared getting home um walking in see my wife see my beautiful kids uh you know putting them to bed at night and then getting my laptop just to check to see if i made any sales and opening it up and um

Speaker 2 still like just one of those things like look at my account and we sold over 30 people a thousand dollar offer thirty thousand dollars in the account I was like, oh my gosh.

Speaker 2 And next day, sales kept coming in. We sent out a replay of the audio.
And over over the next week period of time, I did over six figures in sales on this offer, which gave me the ability to

Speaker 2 pay for the new office, gave me the ability to pay for the employees we had, to make sure we could fulfill on everything.

Speaker 2 And just, it wasn't an offer that we blew up and scaled, but it was an offer that saved me at a time that I needed it.

Speaker 2 Dan Kennedy, who's my original mentor, he's a guy that I learned all this stuff from initially. He used to have a saying he would say.

Speaker 2 He's like, if you have, if you need money, he's like, you got to create an offer and then you send the bill to the herd. So he's like, if I want to buy a brand new house, what do you do?

Speaker 2 So So you create an offer and you send the bill to the herd. The herd will pay for your house.

Speaker 2 You've probably heard the story about John Lennon and Paul McCartney

Speaker 2 back in the day when they were top of the game. They were sitting there one day and they're like, we need to, like, I want a swimming pool.

Speaker 2 I think it was John, I think it was John Lennon and said, well, then we should just write ourselves a swimming pool.

Speaker 2 And they sat down and they wrote the words to the song, Love, Love, Me, Do, sold that, boom, made enough money to pay for the swimming pool. So they wrote themselves a swimming pool.

Speaker 2 Like, that's what you guys have the ability to do when you start creating offers, right? You write yourself a swimming pool. Like, what do you want? You want a new house? You want a new car?

Speaker 2 You want a new couch? You need money to save yourself? You need like whatever.

Speaker 2 You create an offer and you send the bill out to your people. And people come in.

Speaker 2 When Dan Kennedy got divorced the second or third time or something, he told me, he's like, I got divorced. He's like,

Speaker 2 I was going through divorce.

Speaker 2 And he's like, the next day, one of my longtime members sent me a fax because you can only communicate with Dan Kennedy through fax machine, even to this day, which is weird, but whatever.

Speaker 2 But he's like, he's like, so-and-so faxed me. And he asked me, he's like, when are you going to be sending out the offer? He's like, what do you mean? He's like, well, you're going through

Speaker 2 divorce. I'm assuming you're going to make an irresistible offer to us to be able to pay for it.
And the audience was like, Trey. He's like, you are correct.

Speaker 2 And they create an offer, sent it out, and paid for the divorce.

Speaker 2 But that's like the thing you guys will start. Like, if you master this skill,

Speaker 2 yes.

Speaker 2 If you master the skill that we're talking about over the next couple of days, it'll give you guys the ability to do that. It'll change your life forever.
Okay, so there's three times.

Speaker 2 I think I have two more I was going to share. And then I got some cool teaching points I want to share with.

Speaker 2 Oh, yeah. The next one was, so

Speaker 2 after we shut the office down, everything

Speaker 2 went away, we made that offer, which gave us a breathing room. Then over the next three or four years, I was creating all sorts of offers.

Speaker 2 I put out offers every week, every two weeks, we put another offer, another offer.

Speaker 2 And I was trying this and trying that, trying to figure out what the audience responded to, what they want, what they not want. And I kept putting offer after offer.

Speaker 2 And while we were doing that, every time we would create an offer, we would put it into what I call a sales funnel. Some of you guys are familiar with what that is, but we create sales funnels.

Speaker 2 And so we create a sales funnel, launch that offer.

Speaker 2 It would work or it didn't work, create another one, work or didn't work and during this window of time we put out over a hundred different funnels 100 different offers and what I what I found is like as I kept creating these different offers and putting them into a funnel I was when we were building a funnel and another funnel another funnel my team was like we are so tired of building these funnels for you Russell this taking so much time and one of my buddies one of my business he's my business partner now one of the guys worked for me at times his name's Todd Dickerson and Todd was like I could build software that just made this really really easy

Speaker 2 I was like what do you mean he's like yeah we could build software and then instead of me custom building a funnel for you every single time we could just make it really simple where even you could do it, Russell.

Speaker 2 And in fact, it was the joke while they were building ClickFunnels, like, if we can build something so simple that Russell can use it, then anybody can. I was like, what does that mean? Like,

Speaker 2 that's not very nice.

Speaker 2 I'm definitely the non-technical co-founder. Like, I have no tech skills.
And so that was the goal, make it so simple Russell could do it. So Todd built what became ClickFunnels, right?

Speaker 2 And so when ClickFunnels was done, I was like, this is going to be the greatest thing in the world. We're going to change everyone's life.
We're going to sell this thing like crazy.

Speaker 2 And so we created the very first click funnels offer how many guys have ever created an offer and you launched it and it didn't work

Speaker 2 and you're like oh I suck at this right so if makes you feeling better I've been doing this for a decade and a half of this period I created we created click funnels like arguably I think the greatest offer of all time I created an offer and we launched it to our list and it was crickets

Speaker 2 like hardly anybody bought it I was like oh Like this is not good.

Speaker 2 We spent so much time and energy and effort and money like everything we had to make to build this thing We launched it It didn't work I was like okay, the offer was wrong. Let me redo it.

Speaker 2 So we re-changed the offer. We tried it again.
We launched a second time.

Speaker 2 Nothing. Like, oh, crap.
Came back, re-figured out the offer, launched it again, refigured the offer, launched again. Six times.
Six times I had to rebuild the ClickFunnels offer.

Speaker 2 The sixth time, it was literally the point where I was about to give up.

Speaker 2 We spent all of our, like, all of our life savings, all of our work, all of our effort building this thing we thought was going to change the world, and nobody was buying it. Like, what's wrong?

Speaker 2 Why is it not working? And one of my friends called me and was like, hey, Russell, I need you to speak in an event and the event had probably

Speaker 2 this many about 300 people so half the room the size of the event he's like i need to come speak this event and i want you to sell click funnels i was like i got bad news for you nobody's buying click funnels he's like uh he's like i want you to come and i want you to sell it for uh i can make a thousand dollar package and sell the event and split the money 50 50.

Speaker 2 i was like you don't understand right now click funnels is free it's a free 14-day trial and nobody's buying this thing i've tried everything i've tried five different ways to sell this thing nobody's buying it he's like he's like well i have your face on the sales letter you have to come and sell click funnels to my audience i was like, you didn't ask me.

Speaker 2 You put my face on the sales letter. He's like, people are going to take his face.
In fact, you're going to be there. I'm like, ah.

Speaker 2 So

Speaker 2 the event's happening. And I remember he was streaming it.
It was right at the very beginning. People weren't streaming events back then, but for some reason, he was streaming it.

Speaker 2 So I was in my office, and I was watching the event happen. I watched day number one.
I was speaking, day number three. So I'm watching the event happen.
I'm flying out day number two.

Speaker 2 I'm stressed out, like, how am I going to create an offer to sell click funnels for $1,000?

Speaker 2 Like, okay, I was like, how am I going to do this? And so I started putting together a webinar presentation.

Speaker 2 How am I going to position this?

Speaker 2 And I was like, like I need to create a really good offer so I was like okay I'm creating an offer we're going to give them click funnels we'll click funnels for a year and then like what else can I put in there and like oh we could put in like a course that teaches them how to use funnels a lot of people don't know what funnels are and what if we put in this I started creating an offer to put together the offer the next day I fly to San Diego where this event's at I show up in a room with this many people and

Speaker 2 I'm like in my head I'm like nobody's buying click funnels I got to convince these people and so I put this presentation started going through the slides and at the end of an hour we transitioned to the offer put together the offer went through boom, boom, boom, boom, started doing the offer stack, showed people what the offer was.

Speaker 2 And when it was done, it was crazy. I'd seen people have table rushes in the past.
You've seen table rushes before. People started jumping over.

Speaker 2 And I'd seen it before, but I'd never had it happen before. So I make this offer.
I go out there. Boom, I tell them for a thousand bucks.
You click for them for a year. Plus, you get this.

Speaker 2 Plus, you get this. I made this offer.
And people started

Speaker 2 jumping over the seats. People are knocking each other over.
People are throwing credit cards. People are like, and I'm watching this.
I'm like, oh my gosh, this feels great. This is amazing.

Speaker 2 And I'm not even half. I'm like, not even finished with my pitch.
People running. I'm like, and so I, at first, I caught myself off guard.
I'm like, whoa, I was like, I'm like, look at this, you guys.

Speaker 2 Like, these guys get it. And everyone looked over to everyone else that's like sprinting through.
And then they're all like freaking out. They're jumping over.

Speaker 2 And it was crazy. I couldn't even finish my pitch because the offer was so good and people were going crazy.
We ended up selling like 50, 60% of the room bought the thing at that moment. It was crazy.

Speaker 2 We get done and the promoter hands me his big stack of order forms. And I'm like, this is like, this is crazy.
Everyone's order forms is worth $1,000, dollars, right? Which is blowing my mind.

Speaker 2 And that night I went to dinner with Todd Dickerson and his wife, who's my business partner, his wife, and then Dylan Jones, who's our other business partner, were sitting at dinner.

Speaker 2 We're just laughing, having a good time. And I was like, do you guys realize what just happened? They're like, yeah, that was amazing.
I'm like, no, no, you don't understand.

Speaker 2 I was like, I have never had that happen before. That is the greatest offer I've ever put together.
And to see people react like that, I was like, we're going to be rich.

Speaker 2 And they're like, oh, my God, no, you don't understand. Like, not like a million dollar rich or $10 million rich.
Like, we're going to make hundreds of millions of dollars with this.

Speaker 2 Like, you serious? I'm like, this is the greatest offer I've ever had.

Speaker 2 Okay?

Speaker 2 Within,

Speaker 2 so that was

Speaker 2 nine years ago. I was at an event.
This year, I will cross a billion dollars in sales from that one off-the-that crazy.

Speaker 2 I didn't think that was possible.

Speaker 2 That's the power of of a really good offer. Okay?

Speaker 2 I got one more story, and then I got some teaching points. I have no idea how long I got to go for.
So someone will just pull me off stage and we're done. Is that cool? Because anyway.

Speaker 2 So last one is about two years ago I had a vision for something really weird. And I was like, I want to build a library/slash museum in Boise, Idaho.

Speaker 2 I want to have big old statues in it of Atlas holding the way of the world on his shoulder. I want to buy the most rare, expensive books on the planet.

Speaker 2 And people are like, why? I'm like, I have no idea. It just seems like the right thing to do at this time in my life.
And so I started pursuing this vision, right?

Speaker 2 And so I started buying these these old rare books and so i was telling the group yesterday in the last uh two years i've bought over 15 000 first edition books in all my favorite genres personal development uh religion business marketing um i spent about 12 million dollars in just books like old old old books and manuscripts and it's the coolest weirdest nerdiest thing in the world um and i think my staff thought i was insane because every day i'd be on ebay and i'd buy 40 50 60 books and then ebay would deliver 40 50 60 books in fact um during about a 12 or about a 12 month period of time everybody at the post office knew who I was in voice.

Speaker 2 It was ridiculous because I was getting so many packages coming every single day. She's buying one book at a time, 50 books, 15,000, 15,000 packages delivered to my office in a year.

Speaker 2 So that's, you can do the math on how many a day. People thought I was crazy.
My entire staff's like, should we lock him up? Do we need to delete the app from his phone? Like, get rid of eBay?

Speaker 2 Like, something is wrong with Russell. I'm like, no, no, no, I promise.
I see a vision. It's going to be amazing.
I don't know how to explain it yet, but there's something big happening.

Speaker 2 So I was working towards that vision, working towards it.

Speaker 2 And then,

Speaker 2 man, two months ago, I was like, this is getting really expensive. Like, I wonder if I can somehow send the bill to my herd.
How can I get other people to help me finance this thing?

Speaker 2 Because this is a lot of money in books. And I got to build a building.

Speaker 2 It's a $20 million building between the building and the statues and the event center, all that kind of stuff we're trying to build.

Speaker 2 And I'd go to the bank, and I was like, hey, bank, will you give me $20 million to build this building? And they're like, why? I'm like, because I'm buying these old books.

Speaker 2 It's going to be really cool. People will come to Boise to see the old books.
And then

Speaker 2 it'll be awesome.

Speaker 2 And the bank's like, what?

Speaker 2 They're like, you want to build a building with statues in it?

Speaker 2 I'm like, yeah, there's like, some of you guys have seen, like, there's three statues, one of Atlas holding the weight of the world on his shoulders, one with Atlas standing and shrugging, and one with him walking away.

Speaker 2 It's a nine-foot statue holding a six-foot globe. And they're like, you don't understand?

Speaker 2 Like, if we give you the money for this building and you default on loan, there's no other human on this planet who will give us money to buy a building with three statues in it and a stadium in Boise, Idaho.

Speaker 2 This is the weirdest thing ever. And so I went to like 20 different banks to all of them.
I'm like, we're not going to give you any money for that. We're not giving you any money.

Speaker 2 I'm like, you don't understand that the vision is huge. We're going to make so much.
We're going to change the world with it. They're like, you're an idiot.

Speaker 2 I'm like, I swear, I've got a good track record. I can't explain it well, but this is going to change the world.
No banks give me any money.

Speaker 2 So two months ago, I'm in Mexico and with my master of my group, and I'm about to,

Speaker 2 the week before we go, we had the idea, like, what if we created an offer where the seats that are actually in the event center, what if we sold the rights to those seats where someone could pay a million dollars and they would have access and they could come whenever they want and they have a seat.

Speaker 2 So anytime we do events and seminars, they own that seat. It'd be their seat.
Like, how much will you charge? Like, let's charge a million dollars for that offer.

Speaker 2 And they're like, no one's going to pay a million dollars to rent a seat in your library, Russell. Like, no, no, I think they will.
It's gonna be amazing.

Speaker 2 And I'm like, and then we gotta make this offer irresistible. How do we make it where it's like literally free?

Speaker 2 They spend a million dollars for the seat, but then they can run an event at the event center, which they'll make at least a million dollars from that.

Speaker 2 Plus, like, what if we give them virtual tickets? We started creating this offer, like virtual tickets where they could like sell those tickets to their audience. They make money from that.

Speaker 2 And what if we did this? And we sat down and we started brainstorming how to make an irresistible offer. So we created this offer, and I was like, this is really, really good.

Speaker 2 So before we left Mexico, I sat down and I recorded a video, me telling the story. Okay, I'm getting this hook story offer, but I told the story.

Speaker 2 This is the story, like why I'm creating this, what it is, why you can be part of it. And we made this offer.
So I go to Mexico. We've got about a little less than this people in the room.

Speaker 2 And I'm nervous. Like, I still get nervous every time I have a new offer.
Like, what if everyone makes fun of me? What if they reject me? What if they think I'm a hoarder?

Speaker 2 Because I have so many books and like all the different things, right?

Speaker 2 So one of my staff said the only difference between hoarding and collecting is the size of the space that you're putting it in. I was like,

Speaker 2 I need to get this library before people start putting me on the show. Anyway,

Speaker 2 so I'm in Mexico and I almost chicken out. Like, I'm like, ah, do I do this? Like, they're all going to make fun of me.
What if it doesn't work?

Speaker 2 All this stuff that I'm sure you guys feel every time you put an offer out there. I'm freaking out.
Planning, like 10 minutes before I'm going on stage, I decided I'm not going to do it.

Speaker 2 I'm going to show them the video, but I'm not going to make the offer. I'm just going to do it.
I'm sitting backstage or back behind the audience, and then Eileen Wilder walks up.

Speaker 2 And you guys are going to hang out with Eileen, I think, today or tomorrow. She's one of the most coolest people in the world.
She comes up to me. She's like, hey, are you going to make the offer?

Speaker 2 I was like, Uh, no, like, I'm gonna show him a video. I can make the offer.
Like, like, anyway, she's like, You have to make the offer. These people want it, Russell.

Speaker 2 Like, you're gonna change your life again. You have to make the offer.
I was like, But, like, what if

Speaker 2 what if they laugh at me? What if they make fun of me? I'm like, freaky. She's like, You have to make the offer.

Speaker 2 And, like, if you sat me, she's like this little skinny, nice person, but she's like, yelling at me, you have to make the offer. I'm like, okay, I'm gonna make the offer.

Speaker 2 And she sat down with me, how to make this better. She's tweaking it and she's like shifting things with me.
I'm like, oh. And so then I'm texting my team.
I'm like, we're making the offer.

Speaker 2 Like, what are you talking about? We haven't planned this shit. I'm like, I know, like, create an order form right now.
You're on stage like 30 seconds.

Speaker 2 I'll make an order form

Speaker 2 and make it. I can't remember.
I gave him a link. Like, make this link right here.
I make an order form there because we're doing this thing.

Speaker 2 And so they're backstage behind the scenes, like, trying to step in an order form. The internet access in Mexico is horrible.
So they're trying to connect.

Speaker 2 They're trying to get things down, printing it in an order form. I'm on stage.
I show this video. I come off.
I'm making the stack. I'm making this offer on the thing.

Speaker 2 And in my head, I'm like, nobody, like, no sane human being on this planet is going to pay a million dollars to get a seat at my library, but I have to put this out there because Eileen just yelled at me and I trust her and she's amazing.

Speaker 2 But what I think, so I put the million-dollar offer out.

Speaker 2 And guess who's the first person that bought

Speaker 2 Myron Golden? He's the first person.

Speaker 2 Not only does Myron talk about this, he does this every single day.

Speaker 2 He's the very first person to sign up, and then somebody else signs up, and somebody else signs up. By the time we leave Mexico, over $14 million raised towards my $20 million building.
Act crazy.

Speaker 2 All for making offers.

Speaker 2 An offer will change your life, you guys.

Speaker 2 In a lot of different ways. And it's going to change at different points.
When I was, you know, 22-year-old Russell, newlywed, trying to get a couch for my wife, an offer changed my life. Right?

Speaker 2 When I'm 43-year-old Russell, who's trying to change the world with this vision for this insane thing, an offer made it possible.

Speaker 2 Like learning how to create and structure offers will change your life.