The Power of Pricing, Pamphlets & Polarization with Taylor Welch | #Marketing - Ep. 19

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Seek guaranteed details at TurboTax.com slash guarantees. This is the Russell Brunson Show.
What's up, everybody? This is Russell. Welcome back to the podcast.
Excited to be hanging out today with one of my newer friends, someone who really fascinates me. In fact, it's interesting, in my high-end, like, inner circle Atlas programs, everyone comes back to the meetings, and it's fascinating because they all start sharing information, ideas from this guy, and we had never actually met in person, and everyone's like, yeah, like, everyone in my world at the high-end also is in his I-end programs, and there's this weird crossover, and so finally, like, I don't know, six or seven months ago, I told Eileen, I was like, Eileen, I need to meet Taylor Welch.

I keep hearing about him.

You guys talk about him.

Everyone's dropping his ideas and my ideas in the groups.

And so we had a chance to meet virtually for a little bit.

And then at Funnel Hacking Live International, we had a chance to come out and speak.

We had a chance to actually hang out for a little bit and a great time.

And now we're doing a podcast because he's got some really cool ideas that I'm excited to share with you guys and excited to hang out. So Taylor, how are you doing today, man? Doing great.
That was a bold move, bro. Giving me 45 minutes when we had never met before.
I was like, Russell, it is brave. I was like, I have to do a good job or else he's not going to be my friend anymore.
Yeah. You're never coming back.
That was your.... No, it's a bad thing.
I never kept talking about you. I started going and started.
And it's funny because Eileen told me later, she's like, yeah, Taylor said, but right now you're buying everything he's got. And I'm like, yeah, I'm funnel hacking everything he's doing.
I want to understand like how your mind works and what your ideas are and stuff like that. And so it was a very fun rabbit hole to go down and then have a chance to meet you and actually talk with you, which is, which is, you know, obviously it made a lot of fun.
So I'm excited. It was so much fun.
Okay. So we got a million different directions we can go and we probably will go.
But I want to start, I want to start initially just because a lot of people in my world, I think a lot of people obviously know who you are, but some may not. Like, how did you get into this whole world of marketing, consulting, all that kind of stuff?

Yeah, fascinating story.

So I was on staff at a church in Memphis, Tennessee.

And I mean, most people don't go into the ministry to get rich and stuff.

It's just a mission.

But we were struggling so bad.

My wife and I, we had just gotten married.

And I was 22. And the church was growing fast and it was, it was awesome.
But I started sort of feeling like, um, maybe I wasn't like born for vocational ministry. And, and then I had to figure out what to do with that.
Cause you know, like your whole life, you trained for one thing and then you, that thing and you're like, I have no skills. Like, I don't know what to do with anything.
Like all I know how to do is play music and like leave worship. So, um, I transitioned because of a friend of mine into just volunteering at the church.
We, we had a joke at the time where like, they were going to promote you to volunteer. Cause it was so many hours, a hundred hours, 90 hours a week.
And so I went into this real estate organization and I started learning real estate. It was my first full-time non-ministry job.
And because I was trained, a little bit like you, where it's like, man, we'll just work constantly. I took off because I was this kid who could work 80 hours a week, didn't get tired.
I just love love to work and so I grew there for a little bit and then one day my wife uh bought a course online about how to get like salon clients from direct mail I was like what is direct mail uh how do you how does that work so I started going through this course and then um I think it was like an ad an advert or something from uh John Carlton. Okay.
And it's the copywriting master. One of the original copywriters.
Yeah. Oh, gee.
Yeah. And I bought it and I just put it on a credit card and my wife was like, what are you doing? Like, we can't even afford groceries.
I was like, I can figure this out. Like, I don't know what copywriting is.
I think the copywriting was like protecting your songs with the U.S government but i think this is a different kind of copywriting it's spelled different so it sounds very similar yeah like how are you making millions of dollars copywriting with the government i don't understand that um and so i started going through it and learning that everything we see online is written in a specific way it's just random. And I started practicing with my wife's

salon. So I was like, watch this.
Let's buy a direct mail list on a Discover credit card.

So she's like losing her mind. She's like, we're going to go broke.
I'm like, no,

John Carlton said that you could write letters and send them and people will pay you money.

So we bought this list. I wrote this letter.
And if we're being honest, I like more copied a letter

I think it's a letter. I didn't really write it.
I didn't know how to, how to do that at the time. And we sent it out of the mail and the longest three days of my life went by after we sent these letters waiting.
And then she, yeah, I was like, this didn't work. This is a scam.
And she got a phone call. Then she got another one.
She got another – she got like six clients from 50 letters that we sent out. And I was blown away.
I was just completely obsessed at that point. You know when you just train on something and then it works? It just makes you obsessed with it.
And then I bought, dude, everything. Todd Brown was buying his stuff.
I hopped into Dan Kennedy's, which you own now, which is crazy. Like the DKIC, I got into that.
And I just became, I turned to the same work ethic I had in ministry, kind of on for learning this new skill set. And I was only at the real estate company for 13 months before I was making about three times what I was making in yearly salary from working weekends.
And so I had a conversation with the CEO and I said, look, I'm going to go do this thing and transition out and started taking copywriting clients. And that lasted for eight months.
And then we started trafficking funnels back in the day which grew ridiculously fast and then we started another one and then that was started and then about four or five years after that we were like you know doing three million dollars a month and it kind of grew out of control and we had a lot of issues from learning how to hire people because copywriting and management nowhere near the same skill set so I had to learn all of those issues but it was really organic and it just came because I I got really lucky to be born on the like the cusp of like

people like you and Frank Curb and people who were like presenting information you couldn't find this

stuff 50 years ago, 30 years ago.

It was ridiculously hard to do.

And so I think I got lucky in that I could go to Google, find Russell Brunson.

You know, I read all of your books.

They came later, a lot of your stuff,

and just learn from these people who had done it already

and then started tweaking.

So what is, I think, what is maybe Picasso is like, you have to to learn how you have to learn all the rules so you can break the rules so i went through that learned all the rules and then started experimenting um and here we are like 11 years later that's crazy and what's cool about you like the way your mind works a lot of people get in this marketing world and they just like it's a bit here they hear hacking, like, I'm just going to copy everybody. It's like, no, it's like, funnel hacking helps you understand, like you said, like the rules and how things work.
And then like growth comes from like breaking the rules and figuring out different ways and different angles and just thinking through things differently. And I think that's what most people don't get to.
And that's why they never get to the next levels because they're not focusing on like mastering the marketing of the thing. They're just like trying to copy something to make money, you know? And, um, I think what's cool about your mind that I really enjoy looking at from the outside is just how you take in ideas and principles and like, and morph them into something new.
That's like, you know, in fact, I want to lead with one of the more interesting ones that I think, uh, it's, it's the first thing I funnel hacked buying from you kind of going through the process, but, um, which again, it's taking a concept that was, that was structured in a way and you, you broke it and changed it. Right.
So, uh, the revolving pricing method, this is one of the first things I bought a $3, uh, what'd you call them a pamphlet or a brochure? Uh, pamphlet, like a pamphlet, we call them pamphlet, a free flow shipping pamphlet. Um, but, um, we've talked about just that concept because they get us taking this, like something that a lot of people are doing this and you looked at from a different angle, it changed the whole industry.
In fact, this is the very first time I started going deep. It's cause like Brian and Rad, uh, Ryan and Brad came back to my inner circle and they're like, this is stuff Taylor's doing.
And then Eileen's never talking about this revolving pricing method. I'm like, what are you guys talking about? So I'd love to kind of explain a little about what that is because it's just such a unique way to look at something that changes all the back end of your business after you do it.
Yeah, a hundred percent. So this hit me when, when traffic and funnels was getting big, um, it was on like the high ticket model, which, which I think at the time was like, you have something that's like eight weeks or, or 12 weeks or a 12 month mastermind.
So people kind of had two different program tiers. They had one and they would ascend, so they could do an ascension model.
But the thing that started stressing me out is every month, I really kind of had to backfill the number of clients we did the previous month just to keep the wheel going, which to an extent is every business. But I wanted to figure out a way to break that.
I wanted to figure out a way to like, I wanted just the passage of time just to be profitable for me. And I was like, I know that you can do this.
You can think there's a way to think this through and design it differently. And then my wife actually one day bought a new car and it sort of, it sort of struck me that you buy the vehicle, but then you are responsible for the premium cost of operating that vehicle.
Like you wouldn't buy a brand new car and then call the dealership and be like, I'm out of gas, send me a gas cart. They'd be like, what is wrong with you? Like you're responsible for the

ongoing utilization of that vehicle. You look through nature and nature is the same way.
Things that are unhealthy die and things that are healthy grow. And so it's like, I think we can split this apart into almost modeling what insurance companies and car companies and pretty much everything else uses to price goods, services, and et cetera.

And so we created a hybrid system. So when somebody comes in, and I'm sure you guys are the same way, the bulk of the work on the company is usually in the first engagement, like the first three months, the first one month or six months.
And so we charged more for that. so that's like the first three months the first one month or six months and so we charged more for that so that's like the previous high ticket thing and then we put a residual on the back end that is tied to the experience included in the product so for us right now chamber is is one of our masterminds and and we started it really low we just were doing like 15K to onboard and process you and get your data and get your team's data and pull you in.
It's kind of like a doctor's office. You go to a doctor, you've got to pay for them to like diagnose everything and look at it.
But then the solution is a different thing. You've got to pay for that separately.
And so we ended up pioneering a model where people pay us to get in and get access to our tools, our models, our diagnostic tools. We have eight different things that we go through when a business owner joins in the first 30 days.
And then from there, them utilizing that on an ongoing basis has a fee attached to that. And then I also wanted to do like no contracts.
So we don't do any contracts either, because I wanted the issues that come to a head with clientele to be brought to the surface immediately. So this the moment that somebody churns, whether it's month three, month 11, month 15, I want to see that issue.
And our data was really dirty with TF because people would have a 12-month thing. They would get bored with it in six months, but they would never say anything because they had access for a year.
So they would just kind of stick in. I wanted to pull that data back up further so we could optimize.
So it's super risky to do this because you can have people come in and leave in two months or people come in and leave in three months. But what happens to a machine is like a garden.
Like as soon as, as soon as you see like a, a plant that's not looking so hot, you like go outside. It's like the plant doesn't look, one plant is not like the others.
That was like wilting. It doesn't look very good.
You fix it immediately because the feedback is is very up into the optics um and then there was a secondary benefit in that I realized six months in that I had no fixed burn anymore all my burn was covered from just the membership fees um and I think it's like Brad this Brad got all lit up this. I remember him standing up in London at an event.
It was like the 30th of September into like the 1st of October. And the second day he came in and he stood up and he's like, look at this.
And he's got his phone out and his stripe. And he's like, my whole burn for the month of October is covered.
I was like, bro, that feels really good, doesn't it? He's like, it's incredible because you don't have to sell anything this month to pay for a fixed cost structure. And so if you do it right, you end up building your client services around this monthly fee to ensure that people want to be engaged.
And we just find it really easily. Our churn right now is like seven and a half percent average client retention is 18 months which i think is going higher the business is only two and a half years old still really new business what's the it's a movie with yours is 15 grand up front what's the monthly roll into eight to twelve percent of the onboarding so we we've raised the prices since like once we tested we tested it.
Yeah. So if you're going to do $30K onboarding, then, you know, $2,500 to $3,500 a month.
Interesting. Yeah.
Huh. What other industries have you guys helped implement that in besides just, like, what you're doing? Like, some of your clients, I'm curious, are there other interesting ways that people are using it? Chiropractic, it works well in chiropractic, which for them, they're just now getting to that point of like, you can pay a monthly fee and get like unlimited adjustments.
So you have to price it right, or else you're just underwater. You know, somebody comes every day for an adjustment, you're going to lose, you're gonna lose money.
But yeah, we have we have chiropractors who are using it obviously consulting is easy because you can you can build the tools um we have a couple of gyms that are starting to use this so like when you come in and sign up for the gym it's like we're gonna do these tests and you know you're we're gonna basically help you set up a plan but gyms are already on monthly so the only thing that's different with gyms is you put an onboarding on the front of it. But most gyms are already doing it.
So I think it's less of a revolutionary idea for all industries because those industries are already doing a lot of this. It's super revolutionary for a consulting program to have both of the high ticket structure and the monthly recurring structure at the same time.
That's where people are not doing as much so i'm curious because i actually tried after going through i tried to pitch it on a thing and it was a little hard for me to pitch because i'm like there's a thing up front then there's other thing and for me i anyway i'm curious how you pitch that either on a phone or an event or something like how do you structure that when you're actually explaining it you know what i mean mean? Yeah. At events, we typically comp the price of the event, so we discount it down.
And then at events, too, the only difference with the pitch is at an event, we'll typically take the onboarding and break it into chunks. So let's say it's $20K onboarding and $1,500 a month.
So it'll be, let's say somebody paid $5K to come to event um we'll comp that and so it's that's discounted out of it and then it's 5k for three months for the onboarding but the re the recurring starts month two so we 5k then 6500 then 6500 then 1500 and then the when people end up sometimes they'll pause like the they'll leave for a second but then they can come back in and they never have to pay their onboarding again because we already have their data. So there's no reason for us to re-onboard them and charge them.
So we have a lot of people who will say, hey, I'm really busy right now. I can't come to any of the events.
So I'm going to take a break. I'll come back.
And then four months later, they'll come back in because it's like it's $1,500 a month for this compared to like 50, 60, 70K everywhere else. And so it almost creates this asset.
Like there's an asset that I've paid for. I already have my onboarding covered in this community.
So it's super easy for people to come back in. That helps retention too because reactivation just plays against your churn.
Yeah. You know? Interesting.
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When it comes to hiring, Indeed is all you need. I remember back when I was in college, I was first getting this game.
There was a guy that had a membership site. I still remember it was $97 a month or sorry, $97 to join.
And it was 20 bucks a month. And so I remember I went and I saved my money because a hundred bucks was a lot of money for me back then.
I paid the 97 world of $20 a month. And I've kept, I stayed on that membership for like four years because I knew if I canceled and I wanted to come back, I had to pay the 97 again.
You know what I mean mean? And so it kept me so long, and it was just interesting, like the psychology behind how it shifted things. But it sounds like you just keep them, you let them pause.
Anyway, so when someone leaves. We let them pause just because I'm like, I feel like 97 to like 30 grand is a big, it's a really big jump.
So someone's like, okay, well if you need to take a break, like you're having a baby or something, like just tell your baby and come back. Yeah.
Yeah, exactly. People are more likely to come back.
Well, a lot of times in a coaching program, if you're in there for three months, it's not successful. You're leaving.
You're not coming back versus what you've got now. Now it's like they've already prepaid for the first part.
they still feel a part of it they yeah it's really cool because they lose they lose all the curriculum you know like in in older the older model is is if you if you paid you know i think our first high ticket program was a thing called client kit back in the day and client kit we ended up getting into like 12k and it was 12k for 8 weeks and if you left you start

actually back in the day and client kit we ended up getting it's like 12k and it was 12k for eight weeks and

if you left you saw access to all the material because you paid 12 12k for it but with this

it's like it's it's different because you're not really just paying for the curriculum you're paying

for the onboarding the the audits you're paying for us to look at someone's business like you're

paying a lot to get us to like peel back the layers and then the the curriculum which there's

Right now there's a lot to get us to peel back the layers. And then the curriculum, which there's, right now there's 1,100 hours of curriculum.
So nobody's going through 1,100 hours. It's way too much.
It's just exhausting. So we actually go on a QBR system, which is part of the revolving price method, which is every quarter we're auditing somebody again and then pointing them in different directions based on what their business needs which keeps the wheel going and then if somebody is like i need to take a break for a couple of months they don't get access to all of the curriculum because they didn't pay for that you know that that's not so it's part of being in the community and so some people even are like some people get upset with that they're they're like how i paid 30.
How am I not going to have this? So you can have it for $1,500 a month. It's yours.
It's a membership. Like you can't, Netflix, you can't join Netflix and cancel and be like, where are all my movies? They're like, what? I haven't paid for the last three months.
Yeah. It doesn't work that way, you know? That's cool.
So it's working really well. We like it.
That's cool. Okay.
So I want to, um, uh, I'm gonna ask you a question cause I want people to see this and I'm going to go deeper on this topic. So the brochure for somebody to go and buy to learn more of the revolving pricing method, you know, link or should I put in the show notes or where can they go to go see this funnel? And then we'll talk about that funnel next.
If you go to wealthy consultant.com and then go to products, the link is, um, it's, it's right on the page. So it's wealthy, I think

wealthy consultant.com slash revolve, but it's also on the site. Cool.
And it's $3, nothing.

So it's $3. Okay.
So now I want to talk about that now. So before, before we started recording,

you started telling me, I'm like, stop, I want to talk about this later. So this is not a free book funnel.
This is like you said, it's more like a brochure. And you talked about this concept.
Explain to us like this concept of brochures, how you're using them. I want to understand the whole psychology behind it all.
It's really cool. Okay, cool.
We lucked into this and then I started studying it. And when I started studying it, I was like, oh my gosh, bro, this is going to change the world.
So we call them pamphlets because it's not a full book. It's like revolving price.
I think it's 50 pages. And then we have five or six others.
They're 40 to 80 pages each. So it's not a full length book, which is why it's cheaper.
But where one of my marketing guys was like, we need to do a course on like how to scale your business with pamphlets. I said, that sounds great.
Let's do it.

So we started writing the copy and I started researching it.

I was like,

Thank you. cheaper.
But one of my marketing guys was like, we need to do a course on how to scale your business with pamphlets. I said, that sounds great.
Let's do it. So we started writing the copy and I started researching it.
I was like, bro, you know what's crazy is pamphlets were the way that you got messages out in the 1700s. They didn't write books.
Their books were way smaller. And the book industry actually started changing what they would the books the bookstores because if they were going to go through the labor of putting it on a shelf they wanted it to be a full-length book that they could charge you know twenty dollars twelve dollars but like the american revolution like it's all pamphlets these newsletter things they're like you know 20 to 30 pages at a time just chunks of material that are sent out on different topics.
And as somebody who's a book hoarder of the old times, like I literally have thousands and thousands of pamphlets from the early 1900s, late 1800s on all my favorite topics. And you're a hundred percent right.
They're really cool. They're small.
They're usually very topic based where it's like, I want to learn this one cool thing versus the book that's got like 12 chapters. It's like a hardcore chapter on one thing.
And that's like both like from the gospel standpoint, people are using them as tracks to get people in, but then also on the business side. And so, yes, I can confirm that's true because I collect them as well.
That is epic. I didn't even think of it to ask you.
I should have asked you. It was like, do you have pamphlets in your library? I got some.
They're so fun.

It's almost like when you look at history, you see what civilizations and cultures get used to.

And then technology will advance and economics is a piece of technology.

So we have to look at economics as a technology in and of itself, like the financial systems of the world.

And a lot of cool stuff that we used to do, we don't do anymore because it wasn't beneficial to to the profit centers. And so I started writing this page and I was like, dude, Benjamin Franklin used to write pamphlets and he lived like what, 300 years ago.
So we're going to basically position this as like a lost 300 yearold technology for getting messages into the world and scaling movements. So how do you build a movement? Look at the American Revolution.
They were all pamphlets. That's what built the movement of the United States, pamphlets.
And that's being forgotten because now when people think about publishing information, they think about writing a book. But back then they didn't.
It was more rare. They would just write a theme, put it in a pamphlet.
And so that's going to be our big idea for it is bringing back this forgotten technology of disseminating information and how to create a movement with a pamphlet. So was the revolving pricing method, was that the first pamphlet technically you did? Yeah.
you have more of them right now or is that still the core one you're using? We have a lot of them. We have a revolving price.
We have offer design toolkit. We have automated upgrades, which is really cool.
That's our biggest pamphlet. It's like 80 pages.
And I'll send it to you because it's awesome. It's our CS director who's a data analyst.
And so he, he has figured out in the last year and a half how to basically take a, a community and run data analytics through it. And so we like know how many times people log in, how many times they send messages on platform, how many times they come to an event.
And there's, correlation between the most fascinating piece of this is the number one data that contributes to retention is messages sent on platform. That's it, which makes sense if you think about it, because it's community, it's engagement, it's relationship, it's all of these things.
And so if we can get somebody to start sending messages and connecting with people inside of our ecosystem they stay way longer than if we can just get people to events so that that book goes through all of the like the five human emotions that we program into onboarding um and the the four different styles of connection that we have to make with clients so that they they stay and get what they want. And it's just a bunch of data.
He's like a big nerd. So it's super cool.
But that's $3 too. And then we have a pamphlet coming out in March called Quantum Growth Track, which is about a value design.
So everyone is focused right now on how do I 10x? I 10 X, you know, like, how do I scale to the moon? But then you see a lot of people who can't do it, but they're really smart. Like they're brilliant, but they can't get themselves to, to do what they need to do.
And I started studying values. And what I realized is that self-sabotage is the brain trying to protect itself from a value that if you scale a business, that's one value.
And then if you're a bad parent, if scaling a business means you're a bad parent, that's a conflicting value. And these values just fight to the point where you get so unhappy and so unmotivated.
And so it's got a lot of neurochemistry in it as well around like, dude, what happens to a person when they have no norepinephrine, no serotonin and no dopamine? That person just falls asleep like they can't do anything. And so people get hoorah and they get all excited, but if they don't find the values, no discipline will help a person self-cannibalize or self-harm.

You can't do it.

You can't do it.

You can't lay down in front of a train coming on train tracks. Your body will force you to get up

off of that, out of self-preservation. And if we view something that we've set as a goal,

as a train running at our head, we will turn it off. And then we're like, what's wrong with me?

Why can't I scale anything? It has nothing to do with your skill. It has everything to do with two values that are fighting each other.
And so that's going to be 65 pages. When's that one coming out? I want to read that one.
End of this month. I'll just send it to you.
Are you doing these all digital? Are you doing physical or both? They're all digital. No physical.
No, but maybe we should. After hearing you talk about collecting the pamphlets, maybe we should do physical ones.
I'm changing my mind on that. Even if you just like, three bucks for digital or five bucks for the physical or something like just to, you know.
Yeah. We still do.
People love the newsletter too. Do you send the Success Seek do you send that a physical newsletter just digital no the dan kennedy business we still have a physical print newsletter we do monthly and then the secret success is all digital yeah yeah okay yeah we do we we get a lot of people who um a couple thousand people who still get the physical newsletter and they kind of love it it's just a different it's a different thing I'll get pictures of people who have it like on their kitchen table and coffees, you know, but I think the pamphlets, you've changed, you've changed my psychology.
I think I'm going to do that. I think it's cool.
I still like when we first launched, I mean this is pre-ClickFunnels, my very first free plus shipping book we put together. I was like, I want something that sits on someone's desk so that every day when they're at the computer, they see me.

So our first physical book we did was called 108 Split Test

and just split test results.

I mean, that's the kind of book you leave on your desk

to always like flip through and like as you're making stuff.

And I had people years later,

like I see pictures of them like talking

and you see it still sitting on their desk, you know?

And I think the pamphlets is the same thing.

Digital, you forget about it.

But if it's physical, it's like,

they're just stacking them up and they're gonna keep seeing you. And every day i want them reminded like oh russell oh russell you know and so yeah and then in 100 years it's still like me if i'm uneven bro like that's the thing i'm like man you know there's no physical copies of this stuff so i'm screwed so yeah we need to get that out into the world that's pretty pretty cool.
Are you reviewing this injury? Like there's this back-end thing you want to sell, so you're creating a pamphlet on the front end that's going to create desire for that thing? Is that how everything is being created? Yeah, I think about it like an automobile. I was talking with Garrett White about this like a year and a half, maybe two years ago.
With dude, seeing him speak at your event, I was like, bro, this is a full-grown grizzly bear in the wilds. Dude is just a force.
But it's like an automobile. So you have your vehicle that is your core premium.
Like it's everything that you want for people. it will take someone anywhere they want to go which is quite difficult um to to sell mass market because like not everyone's going to buy a ferrari there's not enough of them and it just won't work but then you take pieces of this vehicle pieces parts and you can offer this to the market so if they don't need like if somebody just needs to repair a car they they can get on and they can buy the part that they need and do it themselves.
But there's a lot of risk. And we're very upfront about this.
If you want to like go into your like Tesla and just buy a piece and get under there, there's a lot of risk to that. Like, first of all, you can blow up.
You can also break the car like you don't know what you're doing. And if you weren't like licensed and certified and trained on how to do it, there's risk involved.
And so it's the same concept. Like revolving price is my method of pricing psychology.
How do we, how do we build the psychology of pricing for an entire business and a little bit of client services? Then offer design toolkit is my philosophy on how to build something that people are like they need, but now they don't just need it, they want it. So aligning, need, and want together.
Then Quantum Growth Track is when people know that they're not moving fast enough and it has something to do with their brain. But all of these pieces by themselves only fix like that one thing.
And there's risk in the improper application of that thing, just like fixing a vehicle. So what people will do is, this has happened last week, somebody came in, brand new client, I think they're like two weeks old, they bought Revolving Price like 30 months ago, they started implementing it, but they missed the piece.
so the way that the pricing was set up under the back it wasn't correct and so they sort of have it but they sort of don't and they're like i should have just hopped in to like implement and like that that's the point like you can buy the piece online but unless you have the mechanic who can actually install it so that's like ebred that it. It's in the first chapter of every pamphlet.
It's just like, look, this is awesome. This will work.
It'll do what it's designed to do. But if you aren't trained on how to actually build it, have a conversation with us.
And we'll tell you. If you don't need us, we'll just be like, do it on your own.
And if you do, we'll tell you have a we have a pretty limited cap on our main crew because i don't really want 5 000 clients again and maybe that's like my values that i need to fix like maybe you could deprogram me but when when we had that many clients it was so exhausting so and now i have the cap to where it's like i can only really work with like 200 people at a time so there's like a legit waiting list so people get on the call maybe we can't help them but they have to wait a little bit and that's that's kind of a different piece of of revolving price too is like pricing psychology people always want what they can't have right now um and you have to play with this line because if they can if they want it but can never have it it will hurt your business but I like the waiting list concept in middle, and that's in the very beginning of the book. So we get a lot of calls that people are just like, I want to make sure I'm implementing this right.
And then we're like, bro, your whole business is screwed. Don't even worry about revolving price.
Like you have nothing. And then sometimes they'll become clients, sometimes they don't.
But it's fascinating how fast these pamphlets move. And they're just liquidating at 100%, 150% for a lot of different reasons.

I think it's the price.

Like $3 is instinct buy.

You don't really have to think about it.

But also it's so specific that people don't spend a lot of time thinking about whether they need it or not.

They just kind of know because we're not trying to sell nine things at once.

If you need help with your brain, one thing. they know they're self-qualifying quickly.
And then with the way the ad platforms work, they're only then looking for people that are like that. So in the funnel, someone buys that for three bucks.
Is that it? Or do you have upsells and downsells? Or is it from there to a phone call? What's that part of the business look like? We do. We have upsells.

I think you bought them all. When you went through it, I was like, yeah, Russell just brought nine things.
There's a one-click. We're using ClickFunnels for it.
So there's a one-click on it. I think that that is a full-length book, and I think it's $10.
So it goes from three to 10. Then the first upsell is 65, 60 to 65.
And then the second upsell is 297. That's revolving price.
And they all float in that same type of like plus or minus $10. They float around there.
I think revolving price the last time I checked, which was probably January, I need data but the um cpa on it was in the mid 30s and the aob on it was low 40s so people people will buy stuff that's in the campaign that's in the funnel once they buy though um we don't have any um we don't have any funnels that are hitting them which is because because I'm just using salespeople. We just call them and then they get put into, this is really cool.
We're doing, we're pioneering a little bit of AI with our SDR conversations. So I've been training in LLM, um, TF, we have like 700,000 phone calls from, from that business.
So I have so much data on like how our market sounds so we're training this this language model on how to just like text people and we're testing it really slowly like uh every week we're finally to the point where we'll put 100 people in once a week which is like nothing and we put 100 people in last friday and have four booked calls sunday afternoon. And so that's going to be crazy when as soon as somebody buys something, they're getting a text from us.
And then that LLM is selling them other stuff and qualifying them and putting on an A's calendar. So that's going to be a big piece of what we do with the pamphlets so we can scale.
You know what's funny? I think I'm asking that segment because I did get a text from you last week. And I was like, you did? It's been a little while.
That's interesting. Yeah.
Probably so, dude. Just play with it.
Yeah. Just play with it.
That's so cool. Be like, I don't know how I feel about business.
It'll be like, interesting. I totally get where you're coming from.
Let's talk about that. Something's right.
Okay. Next thing we're talking about, we talked about this before we started, but I think it'd be fascinating for people.
And even I want to dig in a little more. So in last year, you shifted your YouTube strategy.
It's blowing up right now. And, uh, and as I watched it, what I noticed, I was like, you're not just talking about business.
You're talking about business and your faith. And I want to know about what you're doing, the thought process behind it, what kicked it off and any ideas for people who are struggling like we our youtube's been been doing well but not great like it's kind of struggling and and i'm wondering if this is my my problem you're gonna solve it all right now for me so yeah um so here's the story we were we get a youtube uh for about three years um in three years we we got to like 10,000 subscribers.
So it's brutal. It was just a slog trying to figure out what people relate to and what they don't.
Last February, one of my video guys was like, what would you talk about if you were just hanging out with a friend? I was like, well, what friends like you have? We got to qualify me. It's like just just somebody from like, you know, business.
And so he was like, we won't release it. I just want to, I want to capture something from you that's like more real.
And we can go for 30 minutes to an hour and a half. And so he hit record and I just started talking about like what's really important to me, which is the same as you.
Like our faith is going to come up in a conversation and um and so i did and and i started talking about god and poverty and how i think poverty was is not the goal and like god has a plan for how to equip people with resources and being a big steward and then the dude releases it publicly didn't tell you you didn't what was happening i didn't know yeah but he had been trying to get me to talk about like spiritual things for a while like at least a year so i called him and i was like dude you i feel a little betrayed like you told me that we were just going to talk like what could have possessed you of thinking like this was maybe a mistake or something and he said have you looked at looked at the comments? I said, no, I haven't looked at the comments. And I started getting messages about this video, which is how I find out that it was released.
I started getting messages. Bro, that episode about God was incredible.
I was like, what episode about God? I was so frustrated. And I saw, dude, like the realest comments on that video.
So people who were just like, I didn't even know that, you know, you talked about this stuff, but this is exactly where I've been. And so I just was like, we'll try this for a couple of months and we'll see what happens.
Because I was sort of under the idea that I just didn't want to talk about something that was that important to me to enrich myself. Like I didn't want to talk about my faith just to build a platform, you know? Um, and so we just went with it for three months and I was blown away by how much people needed the both ends.
Like it was, it was almost like the intersection between business and God was grabbing people that didn't realize that the two worlds could be together at the same time. And so we just kept going with it.
And we didn't pioneer like what was happening until afterwards, like a year after. In fact, I sat down last month for the first time to try to codify it.
Like what are the playbooks? How does it work? And what I found is any of our clients who have an intersection always do better than the clients who take content to the market that are singular i don't know why but i think that it has to do with there's a layering of of like lenses so like how how russell talks about business bro it's it's already coming from your faith but the market doesn't always make that connection and then when they do make the connection it's like look at the look at the huge podcasts and most of them you'll see they're interdisciplinary they talk about multiple things and connect them in the in the middle i was just listening to um you know cal newport oh yeah um deep work and he's got this thing called um deep questions he's like super interdisciplinary and then dispensa and then Tony and I was like bro I think that this is a secret because when somebody just comes talking about business or when somebody comes talking about like physical health there's always a gap in the market that is preventing people from seeing themselves in your story. But when we layered them together, so now we have three buckets, God, business, and money.
And those three things. So you usually have, from our study, you have a big macro principle type of category.
So for us, they'll be like God. Every time we talk about God, we're talking about it from a big principle standpoint.
Spirituality would be like a big one. And then you have something in the middle that is like mass market.
You only really have three mass markets. You've got health, wealth, and relationship.
And so you get one of those three that's kind of like mass market. And then the third one is the rapid changing to keep you really fresh.
So it's where the market changes really quick. It's like AI, business changes really quick, but these buckets are

interchangeable. So you have some people who can talk about business.
Like for me, business is on

like the right end of the spectrum. Whenever I talk about business, I'm talking about something

that happened like right now. So I'm never talking about like principles i'm talking about like this is an example that just happened and it's very quick just for uh relevance purposes but then you have some people that talk about business that that business is the macro principle thing and they're like really relevant thing to the right is crypto, because that changes all the time.
So the categories are more of a layering. Every time I talk about God, I'm at this level.
Every time I talk about business, I'm at the bottom level. And every time I talk about money, I'm in the middle, which is like the mass market.
And YouTube is super, super touchy because people come to expect the same thing the same way every time so we're building it like a tv show so you all see like event recordings on youtube from from us i know myron crushes that with with events but he does a lot of live streams you don't see like behind the scenes you don't see you only see one thing and it's because like when people get imagine if you're like watching yellowstone or something and then episode two season two is is like behind the scenes people be so confused like i want to watch the episode so they get into these episodic rhythms and as long as you don't disturb that episodic rotation they'll just keep coming back and coming back and we do long form this is really long form so people will watch it on like their tvs um the theaters and watch it there um but that was a big that was hard for me because i wanted to do like one time it's like this it's like a podcast and then one

is a behind the scenes you know it's like me on a trip and then one is like a an event recording and our video guys were like no we studied this this is not going to work because people will get so confused and overwhelmed they never know what they're going to get and so when we changed that plus the layering it started blowing up and it's like you know 30,000 subscribers a month 30 to 40 we haven't spent any ads on it and it's just weird like as a marketer like a paid marketer I'm like what it doesn't make sense I was like it doesn't compute like yeah and so it's it's kind of fascinating once you get it yeah when you're preparing for those you do a lot of prep ahead of time or more like you start the camera you know of know the direction you're going how do you start i know the direction i'm going and i have some bullet points and if i'm talking about something i'm not really comfortable with i have more notes because i haven't got it but if it's like um you know we're gonna we're gonna have an episode on like what god thinks about money i don't have any notes because I'm just like, I know what God says about money and how it works.

And... We're going to have an episode on what God thinks about money.
I don't have any notes because I'm just like, I know what God says about money and how it works. And I have a guy in the room, too, that this is another interesting piece.
It's the producer, which we just sort of accidentally did. It's not me talking to a camera.
He's the producer. And so this will be really interesting even with you because there's so much in our heads all the time that if we just go and just start talking, it's making a lot of sense.

But it's over the head of most of your audience.

They're not actually at Russell Brunson level. They're not fully understanding, especially if you're in flow.

And so what the producer does is he just slows us down. And it's like, what is that? Can you explain that for people? Like, what does that mean? Like, what is, when you say a funnel, what are you even talking about? What's the CPA? Whatever it is.
And that makes the episodes long. But dude, our average view duration went from like two and a half a half minutes to, like, channel-wide.
It's, like, 35 minutes an episode, which is really, really, really high. We're in the top, I think we're in the top 2% of YouTube channels in the world based on view duration, which is crazy.
It's, like, 1.4 million hours hours a month and if you were just watching two hour videos sometimes i've got a comment a couple weeks ago they were like i've binged all of your youtube episodes in the last week i'm like dude how like direct speed times yeah did you get fired like that's crazy but dude they're they're just to get into this like it's the episode then that goes to the next episode they just get really comfortable like watching a tv series and that's how we binge like people will binge game of thrones in a weekend which is ridiculous like they're you just literally sit on your couch the whole weekend and watch game of thrones they're doing that on youtube yeah that's so cool man this has been fun so i got three big takeaways for me and hopefully everyone's from the episode like uh revolving pricing method looking at pricing structure number two removing the pamphlets topic-based very simple front ends to bring people into the world and number three looking at youtube through a different lens of like how do you find the different modalities or different, different things and layer them to, and I'm sure with that too, it's interesting. Like we were kind of talking about this before, but it's like, when you're doing that in YouTube, there's like, there's a section of your audience now who loves you more because it's like, you're talking about, and there's a section who probably doesn't like you, but either way, they're both commenting more, which then feeds the algorithm and everything that starts happening.
Versus when you're just talking about a business principle for example and it's like yeah it's really good no one's commenting but no one's excited like the like weaving in the second thing either brings in controversy positive or negative either way it's good for the algorithm right which makes it 100 and then you have like these haters that are on your videos and then you've got your fans that are arguing with the haters. And there's chains of like 200 comments of just a threat.
And it's like my crew fighting with some new person. Yes, it's weird.
You like almost learn to talk about the things you're afraid to talk about because other people are afraid of it too. And then they just like resonate with it.
Hardcore. Yeah, that's really cool.
Okay, well, my next YouTube video, I'm going to spend some time and I'm going to bring in a second thing and see if I can have similar results, man. I'm excited to actually try that out.
It'll be fun. Let's go, bro.
It'll be fun. Well, awesome, man.
Call me. I'll bring it to cover with you.
Okay. Dude, this is really fun.
I appreciate you jumping on. So for those people, I think the first thing everyone should do is go get the revolving pricing pamphlet because they're going to first off get that.
But they're also going to see the pamphlet funnel. And number two, then they should all go subscribe to YouTube channel.
Is the YouTube channel just Taylor Welch? Is there a name on it? It's YouTube.com slash Taylor A. Welch.
And the TWC book, we do have a link for you. It's WealthyConscom slash Russell.
Yes. So there.
Just a minute ago. Wealthyconsultant.com slash Russell.
Put in the show notes down below as well. But that's awesome.
Yeah. So they have a chance to go through that process and see, I think, from a couple things.
Number one, like learning the model better is really cool. But number two, I think seeing your pamphlet funnels are really unique.
It's funny because, like, mean, you know, this in the consultant world, but a lot of people come to my world and they're like, I want to launch a book funnel. And then they spend two years trying to write a book, you know, or they have AI write a book.
And it's like, this is such a more powerful, simple way to do something. And it's more topic-based.
So it's easier for someone to say, yes, I want that or no, versus let me explain why you need these 19 chapters of whatever right it's less overwhelming for you and the audience like the it's less overwhelming on both sides yeah so fascinating I'm gonna go through all my old pamphlets now and yeah it's gonna be awesome so well thanks man I appreciate you you're awesome uh anything left for my anything else my people they should go to to connect with you besides youtube and in the the funnel that's it thanks for being you man i look up to you so a lot of people do well thank you man it was really fun at fhl to sit there and uh you know for those who know off camera before you got on stage we sat and talked about religion stuff and it was cool because you were asking about my beliefs that asked about yours and it's kind of fun to to uh the first time hanging out that's what we talked about so i think it's really cool man i

appreciate it it's fun so love what you're doing and uh thanks for hanging out dude i appreciate it

cool man