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

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Speaker 3 Next up is a little song song from CarMax about selling a car your way.

Speaker 2 So fast.

Speaker 5 Wanna take a sec to think about it.

Speaker 2 Or like a month.

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Speaker 6 This is the Russell Brunson Show.

Speaker 6 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.

Speaker 6 In fact, it's interesting.

Speaker 6 In my high-end, like inner circle Atlas programs,

Speaker 6 everyone comes back to the meetings, and it's fascinating because they all start sharing information and ideas from this guy. And we had never actually met in person.

Speaker 6 And everyone's like, yeah, like everyone, it's in the everyone in my world at the high-end also is in his high-end programs, and there's this weird crossover.

Speaker 6 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.

Speaker 6 Like, I keep hearing about him, you guys talk about him, everyone's dropping his ideas and my ideas in the groups.

Speaker 6 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.

Speaker 6 We had a chance to actually hang out for a little bit, had a great time.

Speaker 6 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?

Speaker 4 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.

Speaker 4 I was like, I have to do a good job or else he's not going to be my friend anymore.

Speaker 6 Yeah, you're never coming back. That was your.

Speaker 4 Exactly. No, it's fascinating.

Speaker 6 I think we kept talking about you. I started going and started, and it's funny because Eileen told me later, she's like, yeah, Taylor said, like, right now you're buying everything he's got.

Speaker 6 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.

Speaker 6 And so it was a very fun rabbit hole to 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.

Speaker 4 So I'm excited. This is some of the fun.
Okay.

Speaker 6 We got a million different directions we can go and we probably will go.

Speaker 6 But I want to start.

Speaker 6 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.

Speaker 6 Like, how did you get into this whole world of marketing, consulting, all that kind of stuff?

Speaker 4 Yeah, fascinating story. So I was on staff at a church in Memphis, Tennessee.
And,

Speaker 4 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.

Speaker 4 My wife and I, we had just gotten married and I was 20, uh, 22, and the church was growing fast, and it was, it was awesome. But I started sort of feeling like

Speaker 4 maybe I wasn't like born for a 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. Yeah.

Speaker 4 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 knew how to do is play music and like lead worship.

Speaker 4 So

Speaker 4 I transitioned because of a friend of mine into just volunteering at the church. We, we had a joke at the time.

Speaker 4 We're like, we're going to promote you to volunteer because it was so many hours, 100 hours, 90 hours a week. And so I went into this real estate organization and I started learning real estate.

Speaker 4 It was my first like full-time non-ministry job. And because I was trained a little bit like you were like, man, we'll just work constantly.

Speaker 4 I just, I took off because I was this kid who was what I could work 80 hours a week, didn't get tired. I just loved to work.
And so I grew there for a little bit.

Speaker 4 And then one day my wife bought a course online about how to get like salon clients from direct mail. And I was like, what is direct mail?

Speaker 4 How does that work? So I started going through this course.

Speaker 4 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 windows thing copywriters yeah the og yeah

Speaker 4 and um 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 that 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

Speaker 4 it's like, how are you making millions of dollars copywriting with the government? I don't understand that.

Speaker 4 And so I started going through it and learning that everything we see online is written in a specific way. It's not just random.
And I started practicing with my wife's salon.

Speaker 4 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.

Speaker 4 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.

Speaker 4 And if we're being honest, I like more copied a letter. They didn't really write it.
I didn't know how to do that at the time. And we sent it out in the mail.

Speaker 4 And the longest three days of my life went by after we sent these letters. Waiting.
And then she got, yeah, I was like, this didn't work. This is a scam.
And she got a phone call.

Speaker 4 Then she got another one. And she got another.
She got like six clients from 50 letters that we sent

Speaker 4 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 so then i bought dude everything um todd brown was buying his stuff i hopped into um dan kennedys which you own now which is crazy like the

Speaker 4 dk i see i got into that and i just became i i turned to the same work ethic i had in ministry kind of on on for learning this new skill set.

Speaker 4 And I was only at the real estate company for 13 months before I was making

Speaker 4 about three times what I was making in yearly salary from working weekends.

Speaker 4 And so I had a conversation with the CEO and I said, Look, I'm going to go do this thing and transitioned out and started taking copywriting clients. And that lasted for eight months.

Speaker 4 And then we started traffic and funnels back in the day, which grew ridiculously fast. And then we started another one.
And then then that one started.

Speaker 4 And then about four or five years after that, we were like, you know, doing $3 million a month. And it kind of grew out of control.

Speaker 4 And then we had a lot of issues from learning how to hire people because copywriting and management, nowhere near the same skill set.

Speaker 4 So I had to learn all of those issues, but it was really organic.

Speaker 4 And it just came because I got really lucky to be born on the like the cusp of like people like you and Frank Carb and people who were like presenting information.

Speaker 4 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.

Speaker 4 You know, I read all of your books. They came later.

Speaker 4 A lot of your stuff and just learned from these people who had done it already and then started tweaking.

Speaker 4 So what is, I think, what is maybe Picasso is like, you have to learn how, you have to learn all the rules so you can break the rules.

Speaker 4 So I went through that, learned all the rules, and then started experimenting.

Speaker 4 And here we are, like 11 years later.

Speaker 6 That's crazy. And what's cool about you, like the way your mind works, because a lot of people get in this marketing world and they just like, so they hear, they hear me talk about funnel hacking.

Speaker 6 They're like, oh, 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.

Speaker 6 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 that's what most people don't get to.

Speaker 6 And that's why they never get to the next level is 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?

Speaker 6 And 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.

Speaker 6 That's like, you know, in fact, I want to lead with one of the more interesting ones that I think

Speaker 6 it's the first thing I funnel hacked buying from you kind of going through the process, but which again, it's taking a concept that was structured in a way and you broke it and changed it, right?

Speaker 6 So the revolving pricing method, method, this is one of the first things. I bought a $3,

Speaker 6 what do you call them, a pamphlet or a brochure?

Speaker 4 A pamphlet, like a pamphlet. We call them a pamphlet.

Speaker 6 It's a three-foot shipping pamphlet.

Speaker 6 But we talk about just that concept because they're just taking this, like something that a lot of people were doing this, and you looked at it from a different angle, it changed the whole industry.

Speaker 6 In fact, this is the very first time I started going deep is because, like, Brian and Rad, Ryan and Brad came back to my inner circle and they're like, this is stuff Taylor's doing.

Speaker 6 Then Eileen's, and everyone's talking about this revolving pricing method. I'm like, what are you guys talking about?

Speaker 6 So I'd love to kind of explain a little bit 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.

Speaker 4 Yeah, 100%. So this hit me when traffic and funnels was getting big.

Speaker 4 It was on like the high ticket model, which I think at the time was like you have something that's like eight weeks or 12 weeks or a 12-month mastermind.

Speaker 4 So people kind of had two different program tiers. They had one and they would ascend so they could do an ascension model.

Speaker 4 But the thing that started stressing me out is every month, I really kind of had to backfill the

Speaker 4 number of clients we did the previous month just to keep the wheel going,

Speaker 4 which to an extent is every business. But I wanted to figure out a way to break that.

Speaker 4 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.

Speaker 4 You can think, there's a way to think this through and design it differently.

Speaker 4 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.

Speaker 4 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 car.
They'd be like, what is wrong with you?

Speaker 4 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.

Speaker 4 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

Speaker 4 we created a hybrid system.

Speaker 4 So when somebody comes in, and I'm sure you guys are the same way, there's the bulk of the work on the company is usually in the first engagement, engagement, like the first three months, the first one month or six months.

Speaker 4 And so we charge 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 products.

Speaker 4 So for us right now, Chamber is one of our masterminds. 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.

Speaker 4 It's kind of like a doctor's office. You know, 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.

Speaker 4 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.

Speaker 4 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

Speaker 4 B attached to that. And then I also wanted to do like no contracts.

Speaker 4 So we don't have to do any contracts either because I wanted the issues that come to a head with clientele to be brought to the surface immediately.

Speaker 4 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.

Speaker 4 They would get bored with it in six months,

Speaker 4 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.

Speaker 4 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

Speaker 4 as soon as you see like 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.

Speaker 4 That was like 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 a secondary benefit in that i realized six months in that i had no fixed burn anymore

Speaker 4 all my burn was covered from just the membership fees um and i think it's like brad this brad got all lit up about this i remember him standing up in london at an event it was it was like the 30th of september into like the first of October.

Speaker 4 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 striped.
And he's like, my whole burn for the month of October is covered.

Speaker 4 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.

Speaker 4 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 can just find it really easily.

Speaker 4 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 a really new business.

Speaker 4 What's the

Speaker 6 15 grand up front?

Speaker 4 What's the monthly roll-in to eight to twelve percent of the onboarding? So, we've raised the prices since like once we tested it.

Speaker 4 Yeah, so if you're going to do 30k onboarding, then you know, 2,500 to $3,500 a month.

Speaker 6 Interesting.

Speaker 4 Yeah.

Speaker 6 What other industries have you guys help implement that in besides just like what you're doing? Like some of your clients, I'm curious, other interesting ways that people are using it.

Speaker 4 Chiropractic. It works well in chiropractic, which for them, they're just now getting to that point of like.

Speaker 4 you can pay a monthly fee and get like unlimited adjustments. So you have to price it right or else you're just underwater.

Speaker 4 If somebody comes every day for an adjustment, you're going to lose, you're gonna lose money um 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.

Speaker 4 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.

Speaker 4 So I think it's less of a revolutionary idea for all industries because both industries are already doing a lot of this.

Speaker 4 It's super revolutionary for a consulting program to have both the high ticket structure and the monthly recurring structure at the same time. That's where people are not doing it as much.

Speaker 6 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 this thing up front, then there's this other thing.

Speaker 6 And for me,

Speaker 6 anyway, I'm curious how you pitch that either on the phone or at an event or something like that. How do you you structure that when you're actually explaining it? You know what I mean?

Speaker 4 Yeah. At events, we typically comp the the price of the event, so we discounts it, discount it down.

Speaker 4 And then at events, too, the only difference with the pitch is like at an event, we'll typically take the onboarding and break it into chunks.

Speaker 4 So like, let's say it's, it's, you know, 20K onboarding and 1500 a month. So it'll be, let's say somebody paid 5K to come to the event.

Speaker 4 We'll comp that. And so it's, that's discounted out of it.

Speaker 4 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 they'll 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.

Speaker 4 I can't come to any of the events. So I'm going to take a break.
I'll come back.

Speaker 4 And then four months later, they'll they'll come back in because it's like it's $1,500 a month for this to compare it to like 50, 60, 70K everywhere else. And so it almost creates this asset.

Speaker 4 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.

Speaker 4 That helps retention too because reactivation just plays to plays against your churn. Yeah.

Speaker 6 You know, interesting.

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Speaker 3 You're a guy who just wants to look nice. The kind of nice where you might get a nice compliment on the niceness of your nice new outfit.

Speaker 3 Good thing Men's Warehouse has everything from polos to jeans and yes suits plus a team to help you find the perfect fit to make sure you look nice nice love the way you look men's warehouse 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

Speaker 6 it was 97 a month or no 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 well the twenty dollars a month and i've kept i stayed on the membership for like four years because i knew if i cancel and i wanted to come back i had to pay the 97 again you know what i mean it's like it kept me for it kept me so long and it was just interesting like the psychology behind how it shifted things um

Speaker 6 but it sounds like you just keep them you let them pause

Speaker 6 anyway so when someone loses

Speaker 4 we let them pause just because i'm like i feel like

Speaker 4 97 to like 30 grand is a big

Speaker 4 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

Speaker 6 go to your baby and come back yeah yeah

Speaker 4 people are more likely to come back where a lot of times in a coaching program if so you're in there for three months is 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 like they still feel a part of it and they yeah it's really cool because they lose they lose all the curriculum you know like in in older the older models is if you if you paid you know i think our first high-ticket program was a thing called clikit back in the day and client kit we ended up getting it to like 12k and it was 12k for eight weeks and um

Speaker 4 if you left you sought 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 1100 hours of curriculum so nobody's going through 1100 hours it's way too much.

Speaker 4 It's just exhausting.

Speaker 4 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.

Speaker 4 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.

Speaker 4 You know, that's not, it's just part of being in the community. And so some people even are like, some people get upset with that.

Speaker 4 They're like, like how i paid 30 grand how am i not going to have this like you can't have it for 1500 bucks 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

Speaker 6 i haven't paid for the last three months yeah

Speaker 4 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

Speaker 6 uh i'm gonna ask you a question because i want people to see this and i'm gonna go deeper on this topic so the brochure for somebody to go and buy to learn more of the revolving pricing method, do you know the link which I put in the show notes or where can they go to go see this funnel?

Speaker 4 And then we'll talk about that funnel next. If you go to wealthyconsultant.com and then go to products, the link is,

Speaker 4 it's right on the page. So it's wealthy, I think wealthyconsultant.com slash revolve, but it's also on the site.
Cool. And it's three dollars.
Yeah. Nothing.

Speaker 6 So it's three dollars. Okay.
So now I want to talk about that now. So before we started recording, you started telling me, I'm like, stop, I want to talk about this later.

Speaker 6 So this is not a free book funnel.

Speaker 6 This is like, you said it's more like a brochure. You talked about this concept.

Speaker 6 Explain

Speaker 6 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.

Speaker 4 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.

Speaker 4 So we call them pamphlets because it's not a full book. It's like revolving price, I think, is 50 pages.
And then we have five or six others. They're 40 to 80 pages each.

Speaker 4 So it's not a full-length book, which is why it's cheaper. But we're one of my marketing guys was like, we need to do a course on like how to scale your business with pamphlets.

Speaker 4 I said, that sounds great. Let's do it.
So he started writing the copy. And I started researching it.
I was like, bro, you know what's crazy is pamphlets.

Speaker 4 were the like the way that you got messages out in like the 1700s. We they didn't write books.
Their books were way smaller.

Speaker 4 And the book industry actually started changing what they would put in 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, $20, $12.

Speaker 4 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.

Speaker 6 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 100% right.

Speaker 6 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.

Speaker 6 It's like, 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.

Speaker 6 And so,

Speaker 4 yes.

Speaker 6 I can confirm that's true because I collect them as well.

Speaker 4 That is epic. I didn't even think of it to ask you.
I should have asked you. It was like, what's, do you have pamphlets in your library? I got some.
They're so fun.

Speaker 4 It's almost like when you look at history, you see what civilizations and cultures get used to. And then

Speaker 4 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.

Speaker 4 And a lot of cool stuff that we used to do, we don't do anymore because it wasn't beneficial to

Speaker 4 the profit centers. And so I started writing this page and I was like, dude, Benjamin Franklin used to write pamphlets and

Speaker 4 he lived like, what, 300 years ago? So we're going to basically position this as like a lost, 300-year-old technology for getting messages into the world and scaling movements. So

Speaker 4 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.

Speaker 4 pamphlets and that's being forgotten because now when people think about publishing information they think about writing a book but 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 gonna be our big idea for it is rebring bringing back this forgotten technology of disseminating information and how to create a movement with a pamphlet

Speaker 6 so was the revolving pricing method was that the first pamphlet technique you guys you did

Speaker 4 yeah do you have more of them right now or is that still the the core one you're using we have a lot of them we have revolving price we have offer design toolkit we have Automated Upgrades, which is really cool.

Speaker 4 That's our biggest pamphlet. It's like 80 pages.

Speaker 4 And I'll send it to you because it's awesome. It's our CS director, who's a data analyst.

Speaker 4 And so he has figured out in the last year and a half how to basically take a community and run data analytics through it.

Speaker 4 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 a correlation between

Speaker 4 the most fascinating piece of this is the number one

Speaker 4 data that contributes to retention is messages sent on platform.

Speaker 4 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.

Speaker 4 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.

Speaker 4 So, that that book goes through all of the five human emotions that we program into onboarding

Speaker 4 and the four different styles of connection that we have to make with clients so that they stay longer and get what they want. And it's just a bunch of data.
He's like a big nerd.

Speaker 4 So, it's super cool, but that's $3.2. 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 right now on

Speaker 4 how do I 10x? 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.

Speaker 4 Like they're brilliant, but they can't get themselves 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

Speaker 4 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 means you're a bad parent, that's a conflicting value.

Speaker 4 And these values just fight to the point where you get so like unhappy and so unmotivated.

Speaker 4 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 neuropinephrine, no serotonin, and no dopamine? That person just

Speaker 4 falls asleep, like they can't do anything. And so people get hurrah and they get all excited.
And then, but if they don't find the values,

Speaker 4 no discipline will help a person self-cannibalize for self-harm you know you you can't do it like you can't lay down in front of a a train coming on a 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 out of our head we will turn it off like and then we're like what's wrong with me why can't i scale anything it's like it has nothing to do with with 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.

Speaker 6 And when's that one?

Speaker 4 I want to read that one.

Speaker 4 End of this month. I'll just send it to you.
Are you doing this digital?

Speaker 6 Are you doing physical or both?

Speaker 4 They're all digital. No physical.

Speaker 4 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.

Speaker 6 Even if you just like

Speaker 6 three bucks for the digital or five bucks for the physical or something, like just to,

Speaker 4 you know. Yeah.
We still do, people love the newsletter, too. Um, do you send the

Speaker 4 success secrets? Do you send that a physical newsletter or just digital?

Speaker 6 No, the Dan Kennedy business, we still have uh physical print newsletter we do monthly, and then the secrets of success is all digital, yeah, yeah, okay, yeah.

Speaker 4 We do, we, we get a lot of people who, um, just 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.

Speaker 4 I'll get pictures of people who have it like on their kitchen table and coffee,

Speaker 4 you know, but I think the pamphlets, you've changed, you've changed my psychology. I think I'm gonna do that.

Speaker 6 I think it's

Speaker 6 I still like when

Speaker 6 we first loaned, I mean, this is pre-ClickFunnels, my very first

Speaker 6 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.

Speaker 6 So, our first physical book we did was called the 108 Split Test, and just split test results.

Speaker 6 I'm like, that's the kind of book you leave on your desk to always flip through and like as you're making stuff.

Speaker 6 And I had people years later, 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.

Speaker 6 Digital, you forget about, but if it's physical, it's like they're just stacking them up and they're going to keep seeing you.

Speaker 6 And every day I want them reminded, like, oh, Russell, oh, Russell, you know?

Speaker 6 And so.

Speaker 4 Yeah. And then in 100 years, it's still.

Speaker 6 It's like, we need to buy one eBay.

Speaker 4 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 we need to get that out into the world. That's pretty cool.

Speaker 6 Are you revealing Sandra? Like, there's this back end thing you want to sell. And so you're creating a pamphlet on the front end that's going to create desire for that thing.

Speaker 6 Is that how everything is being is being created?

Speaker 4 Yeah, I think about it like

Speaker 4 an automobile. I was talking with Garrett about this

Speaker 4 like a year and a half, maybe two years ago.

Speaker 4 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.

Speaker 4 Like it's, it's everything that you want for people. It will take someone anywhere they want to go, which is quite difficult

Speaker 4 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.

Speaker 4 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

Speaker 4 car, 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.

Speaker 4 If you want to go into your Tesla and just buy a piece and get under there, there's a lot of risks to that. First of all, you could blow up.

Speaker 4 You could also break the car. You don't know what you're doing.
And if you weren't licensed and certified and trained on how to do it, there's risk involved. And so it's the same concept.

Speaker 4 Like revolving price is my method of pricing psychology.

Speaker 4 How do we build the psychology of pricing for an entire business and a little bit of client services?

Speaker 4 Then off for 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,

Speaker 4 quantum growth track is when people know that they're not moving fast enough and that

Speaker 4 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.

Speaker 4 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 three months ago.

Speaker 4 They started implementing it,

Speaker 4 but they missed the piece. So, the way that the pricing was set up on the back end wasn't correct.
And so they sort of have it, but they sort of don't.

Speaker 4 And they're like, I should have just hopped in to like implement it. And they're like, that's the point.

Speaker 4 You can buy the piece online, but unless you have the mechanic who can actually install it. So that's like Ibra read that.
It's in the first chapter of every pamphlet.

Speaker 4 It's just like, look, this is awesome. This will work.

Speaker 4 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.

Speaker 4 If you don't need us, we'll just be like, do it on your own. And if you do, we'll tell you.

Speaker 4 Cause we 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.

Speaker 4 But

Speaker 4 when we had that many clients, it was so exhausting. So 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.

Speaker 4 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 revolving price too is like pricing psychology.

Speaker 4 People always want what they can't have right now.

Speaker 4 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.

Speaker 4 But I like the waiting list concept in the 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.

Speaker 4 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.

Speaker 4 But it's fascinating how fast these pamphlets move.

Speaker 4 And they're just liquidated at 100, 150%

Speaker 4 for a lot of different reasons. I think it's the price, like $3 is instinct by.

Speaker 4 You don't really have to think about it, but it also, it's so specific that people don't spend a lot of time thinking about whether they need it or not.

Speaker 4 They just kind of know because we're not trying to sell nine things at once. If you need help with your brain,

Speaker 4 one thing, like they know, they're self-qualifying quickly. And then with the way the ad platforms work, they're only like, you know, then looking for people that are like that, you know.

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Speaker 4 we do we have upsells i think you bought them all uh when you went through it i was like yeah russell just brought nine things um

Speaker 4 There's a one-click. We're using ClickFunnels for it.
So there's a one-click on it.

Speaker 4 I think that that is a um a full length book and i think it's ten dollars so it goes from three to ten then the first upsell is uh 65 60 to 65

Speaker 4 and then the second upsell is 297

Speaker 4 that's revolving price and they all float in that same type of like plus or minus ten dollars they float around there i think revolving price the last time i checked which was probably january i need new data but the um cpa on it was in the mid mid-30s and the AOB on it was low 40s.

Speaker 4 So people people will buy stuff that's in the campaign, that's in the funnel. Once they buy, though,

Speaker 4 we don't have any,

Speaker 4 we don't have any funnels that are hitting them, which is because I'm just using salespeople.

Speaker 4 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.

Speaker 4 TF, we have like 700,000 phone calls from that business. So I have so much data on like how our market sounds.

Speaker 4 So we're training this language model on how to just like text people and we're testing it really slowly.

Speaker 4 Like 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.

Speaker 4 And so it's, that's going to be crazy when as soon as somebody buys something, they're getting a text from us.

Speaker 4 And then that person, that, that, that LLM is selling them other stuff and qualifying them and putting on an AEs calendar.

Speaker 4 So that's going to be a big piece of what we do with the pamphlets so we can scale.

Speaker 6 You know what's funny? I think I must get out of segment because I did get a text from you the last week. And I was like, you did? It's been a little while.
That's interesting. Yeah.

Speaker 4 So

Speaker 4 probably so, dude. Just play with it.
Yeah.

Speaker 4 Just play with it.

Speaker 6 That's so cool.

Speaker 4 Be like, I don't know how I feel about business. I would be like, interesting.
I totally get where you're coming from. Let's talk about that.

Speaker 6 Okay, next thing we're talking about, we talked about this before we started recording, but I think it'd be fascinating for people. And even I want to dig in a little more.

Speaker 6 So in last year, you shifted your YouTube strategy. It's blowing up right now.

Speaker 4 And

Speaker 6 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.

Speaker 6 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 and you're gonna solve it all right now for me so

Speaker 4 yeah

Speaker 4 um so here's the story we get a youtube uh for about three years um in three years we got up to like to 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 um one of my video guys was like what would you talk about if you were just hanging out with a friend?

Speaker 4 I was like, well, what friends? Like,

Speaker 4 we got to qualify me. He's like, 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.

Speaker 4 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.

Speaker 4 Like our faith is going to come up in a conversation. And

Speaker 4 so I did. And I started talking about God and poverty and how I think poverty was, it's not the goal.
And like God has a plan for how to equip people with resources and being a good steward.

Speaker 4 And then the dude releases it publicly.

Speaker 6 Didn't tell you, you didn't know it was happening?

Speaker 4 I didn't know. Yeah.

Speaker 4 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,

Speaker 4 I feel a little betrayed. Like you told me that we were just going to talk, like, what could have possessed you thinking like this was maybe a mistake or something?

Speaker 4 And he said, have you looked at the comments? And I said, no, I haven't looked at the comments. And I started getting messages about this video, which is how I found out that it was released.

Speaker 4 I started getting messages, bro. That, that episode about God was incredible.
I was like, what episode about God?

Speaker 4 I was so frustrated. And I saw, dude, like, the realest comments on that video.

Speaker 4 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.

Speaker 4 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

Speaker 4 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.

Speaker 4 And so we just went with it for three months, and I was blown away by how much people needed the both ands. Like,

Speaker 4 it was almost like the intersection between business business and God was grabbing people that didn't realize that the two worlds could be together at the same time.

Speaker 4 And so, we just kept going with it. And we didn't pioneer what was happening until afterwards, like a year after.

Speaker 4 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

Speaker 4 any of our clients who have an intersection

Speaker 4 always do better than the clients who take content to the market that are singular.

Speaker 4 I don't know why, but I think that it has to do with there's a layering of like lenses.

Speaker 4 So, like how Russell talks about business, bro, 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,

Speaker 4 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 middle.
I was just listening to, you know, Cal Newport?

Speaker 4 Oh, yeah.

Speaker 4 Deep work. And he's got this thing called Deep Questions.
He's like super interdisciplinary. And then Dispenza and then Tony.
And I was like, bro, I think that this is a secret.

Speaker 4 Because when somebody just comes talking about business or when somebody just comes talking about like physical health,

Speaker 4 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.

Speaker 4 And those three things. So you usually have, from our study, you have a big macro principle type of category.
So for us, it'll be like God.

Speaker 4 Every time we talk about God, we're talking about it from a big principle standpoint.

Speaker 4 Spirituality would be like a big one. And then you have something in the middle that is like

Speaker 4 mass market. You only really have three mass markets.
You've got health, wealth, and um

Speaker 4 uh relationship and so you you pick one of those three that's kind of like mass market and then the third one is 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 the right end of the spectrum it 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 relevance purposes.

Speaker 4 But then you have some people that talk about business that business is the macro principle thing and their

Speaker 4 like really relevant thing to the right is like

Speaker 4 crypto, you know, 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.

Speaker 4 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's super, super touchy because

Speaker 4 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

Speaker 4 event recordings on YouTube from us. I know Myron crushes that 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.

Speaker 4 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 will be so confused.

Speaker 4 Like, I want to watch the episode, so they, 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.

Speaker 4 And we do long forms, this is really long forms. So people will watch it on like their TVs.

Speaker 4 They'll put theaters and watch it there.

Speaker 4 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.

Speaker 4 And then one is like a, an event recording. And our video guys were like, nope, we studied this.
This is not going to work because people will get so confused and overwhelmed.

Speaker 4 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.

Speaker 4 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.

Speaker 4 It doesn't compute. Like, yeah.
And so it's, it's kind of fascinating once you get it. Yeah.

Speaker 6 When you're preparing for those, you do a lot of prep ahead of time, or is it more like you start the camera, you know, kind of the direction you're going?

Speaker 4 How do you strike? I know the direction I'm going. And I have some bullet points.

Speaker 4 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

Speaker 4 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 and how it works and i have a guy in the room too that this is another interesting piece it's the producer um

Speaker 4 which we just sort of accidentally did like 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, like, if we just go and just start talking, it's making a lot of sense, but it's over the head of like most of your audience.

Speaker 4 Like, 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.

Speaker 4 And this is like, what is that? Can you explain that for people? Like, what does that mean? Like, what is, what do you, when you say a funnel, what is, what are you even talking about?

Speaker 4 Um, what the CPA, uh, whatever it is, and that makes the episodes long. But dude, our average view duration went from like two and a half minutes to like channel-wide.

Speaker 4 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%

Speaker 4 of YouTube channels in the world based on view duration, which is crazy. It's like 1,400

Speaker 4 1.4 million hours a month.

Speaker 4 And if you're were just watching two-hour videos, sometimes I've got a comment a couple weeks ago, they're like, I've binged all of your YouTube episodes in the last week. I'm like, dude, how?

Speaker 6 Like, your next speed times.

Speaker 4 Did you get fired? Like, that's crazy. But, dude, they're just to get into this.
Like, it's the episode, then that goes to the next episode. They just get really comfortable watching a TV series.

Speaker 4 And that's how we binge, like, people will binge Game of Thrones in a weekend, which is ridiculous. Like, you just literally sit on your couch the whole weekend and watch Game of Thrones.

Speaker 4 They're doing that on YouTube. Yeah.

Speaker 6 That's so cool. Man, this has been fun.
So I got three big takeaways for me and hopefully for everyone from the episode, like the revolving pricing method, looking at pricing structure.

Speaker 6 Number two, removing the pamphlets, topic-based, very simple front ends to bring people into the world.

Speaker 6 And number three, looking at YouTube through a different lens of like, how do you find the different modalities or different things and layer them?

Speaker 6 and I'm sure with that too, it's interesting.

Speaker 6 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, everything else starts happening.

Speaker 6 Um, 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.

Speaker 6 Like, the like weaving in the second thing either brings in controversy, positive or negative, but either way, it's good for the algorithm, right? Which makes it 100%

Speaker 4 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 dude 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.

Speaker 6 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 if i can have similar results man i'm excited to actually try that out it'll be it'll be

Speaker 6 fun well awesome i'll bring it to cover with you okay

Speaker 6 dude this is this is really fun i appreciate you jumping on um so for those people i think the first thing everyone should do is go is go get the uh revolving pricing pamphlet because they're gonna first off get that but they're also gonna see the pamphlet funnel and number two then they should all go subscribe to your youtube channel is the youtube channel just taylor welch is their name on it it's uh youtube.com slash Taylor A.

Speaker 4 Welch. And the TWC book, we do have a link for you.
It's wealthyconsultant.com slash Russell. Yes.
So there,

Speaker 4 just in time.

Speaker 6 Littlethingconsultant.com slash Russell. Put it in the show notes down below as well.
But that's awesome. Yeah.

Speaker 6 So they have a chance to go through that process and see, I think, from a couple of things. Number one, like learning the model better is really cool.
But number two, I think seeing

Speaker 6 your pamphlet funnels are really unique. It's funny because

Speaker 6 in the consultant world, but a lot of of people come to my world and they're like, I want to launch a book funnel.

Speaker 6 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.

Speaker 6 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?

Speaker 4 It's less overwhelming for you and the audience. Like it's less overwhelming on both sides.
Yeah.

Speaker 6 So fascinating. I'm going to go through all my old pamphlets now and yeah, it's going to be awesome.

Speaker 6 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 and 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 and i 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 i think it's really cool man i appreciate you, and it's fun.

Speaker 6 So, love what you're doing, and thanks for hanging out, dude.

Speaker 4 I appreciate it. Cool, man.