Commanding Traffic, Audience Monetization And Overdelivering (Done RIGHT)

What's up everybody, this is Russell Brunson. Welcome back to the Marketing Secrets Podcast. I just jumped off one of our live Q&A calls with the One Funnel Away community. I had so much fun, and anyway, there's some really cool calls on here, really cool questions about traffic, about figuring out what do you test first, your hook, your story, your offer, what do you like, anyway, a whole bunch of really, really cool things, and so I thought, well, I just got off the call and I'm excited, I'm gonna grab this and we're gonna plug it on the podcast so you guys can listen in on these live Q&As. And if you guys wanna be part of the live Q&As, number one, if you're a ClickFunnels member, log in the members area, go to the training section, and I do these calls live every Friday. You can come on and ask your questions. If you're not a ClickFunnels member yet, if you join the One Funnel Away Challenge, go to onefunnelaway.com, for $100 you get, I think it's like a 3-month trial to ClickFunnels, and you get the whole One Funnel Away Challenge, which gives you a 10-day challenge with me, and then on top of that, then you get live calls every single week with me to ask your questions. And so, anyway, If you're not a member yet, go jump over to onefunnelaway.com, go register, come get on these calls, have some fun. But for those of you guys who wanted to listen in on today's call, that's what I got for you for today. So I hope you enjoy it, a lot of fun Q&As. Hopefully there'll be something in here that is gonna be beneficial for you. With that said, I will talk to you guys all again soon. Alright, bye everybody. In the last decade, I went from being a startup entrepreneur to selling over a billion dollars of my own products and services online. This show is going to show you how to start, grow, and scale a business online. My name is Russell Brunson and welcome to the Marketing Secrets Podcast.

Hey Russell, how we doing, my man?

Dude, I'm doing so good. And can I share a real quick story that's kind of just, you brought back a memory to me. So I didn't know you were starting with Tony and priming, but I had a really unique opportunity during COVID and the lockdowns and stuff. I actually went to Tony's, we were in Florida, I think, for Tony and he invited me and my wife and a couple people to his house. And they took us in their house, him and his wife Sage, and went to their meditation room. And for about 5 or 6 of us, they did a guided meditation like that with us where Tony was doing the voice and his wife was singing. And it was like the most crazy spiritual, emotional experience of my life. Anyway, you just brought me back to that moment. And anyway, it's kind of cool. So, as you guys are doing that with Dante, I didn't know that was happening, but I'm pumped about it. I know sometimes things like that, I always thought those same kind of things were cheesy and weird and, and, you know, I'm like, I'm an entrepreneur, why am I doing this stuff? And then later you're like, oh, this is why I'm doing these things. Like the, the mindset, your psychology is so much more important than the tactics. Like all the tactics we're gonna talk about today are gonna be fun, but they're all stuff like you can read in a book, we can find on YouTube, you know, like the mindset's the hardest part is like getting the stuff between our ears is the hardest thing for us to, to figure out. And priming is such a powerful thing that Tony does and teaches. And anyway, so that was awesome, man. Anyway, —funny day.

I'm glad. You know, I find it like that moment. I just— I love you sharing that because, like, we feel this and you feel emotions or you feel real things. And it's like, I like you, Russell. I always felt kind of conflicted about that because, like, I have a faith and it's like, oh, well, I don't really think like the universe, like, oh, it's not universe to me. I think of it as a higher power. Right. But it's not nonsense at all. How good do we feel right now? Right. Just doing that every single day. And I just want to challenge you guys, if you've never done that before, I would love to see you try that for a week. Try that every day for a week. Start next week. Start on your weekend. And don't just do it when it comes into business, right? Do it when it comes into your person, all the things that you do, all the people that rely on you to do the things that you do. It's just amazing. And I think we're going to do that a lot more, gang. Really excited for it. So we have Russell here with us, and I don't want to take too much time. We have some great questions and we cannot wait to hear the man himself answer those. I saw a couple of really great questions that I'd love to highlight and cannot wait to hear how Russell feels about that. And then from there, we'll knock that— we'll knock out some raised hands. So if you have have a question and you didn't add it to the spreadsheet, feel free to raise your hand now. If you don't know how to raise your hand, Zoom always has an update and they always tend to make things more difficult than they were on the previous update, don't they? So, uh, if you want to raise your hand, click the React button at the bottom, and then once you click React, a little pop-up shows and there will be an actual button you click that says Raise Hand. So feel free to do that. First question we have is from Renee Roca, and let me get this in the chat so everybody can watch. And do me a favor, gang, just make sure your mics are muted. I know Zoom doesn't make the easiest thing in the world, and half the time it unmutes you without you saying a thing. So just keep double-checking to make sure that they're muted. Let's put this question in the chat so everybody can follow along with it, and I will take care of that one while we read it. Uh, uh, this question is from Renee Roca. Renee says, I started this business 2 years ago. I have 24,000 followers on Facebook and close to 10,000 email addresses on my list. I have a juicing program that I'm enhancing now based on the fast product creation you presented during the OFA training. Thanks a lot, by the way. Wasn't that great? What is your recommendation for starting to monetize my audience?

Oh, good question. So obviously I have probably a dozen follow-up questions I would ask if we had her right here, just trying to figure out like, has she been monetizing? Is she making money? All kinds of stuff. But typically it sounds like what's happening is she's been building an audience but hasn't really started asking for money yet, or not consistently, or That's kind of what it sounds like. So what I think, I look at people who market their business online, like there's people who go, they create a funnel and then they buy ads to it and the ads start coming. There's people who build a following and they like send those people to a funnel to buy something or whatever the thing might be. The biggest thing is like we are trying to stimulate growth and excitement, all kinds of stuff. This is something, if you've been to the last two Funnel Hacking Lives, we've talked a lot about this, but there's this principle called the dramatic demonstration., right? It's doing something radical. 'Cause like you can go and post to your 24,000 followers and 10,000 emails like, hey, go to my funnel and check this out. But if they've seen it before in the past or something you've been running for a long time and it's just, it's not new, it's like I gotta do something to stimulate excitement and growth and get people like pumped and fired up about this thing, right? And so we create what we call a dramatic demonstration. And think about this, before I launched ClickFunnels, so this is 10 years ago prior, I would roll out a new funnel, like a whole new, not just like a funnel, but a whole new business through a funnel every like 90 days. We had funnel after funnel Funnel after funnel after funnel. And like, I love just building and creating and launching. And that's what I kept doing. And I remember we launched ClickFunnels. Todd, who's my business partner, a lot of you guys know Todd. One of the things he told me is just like, you have to focus, Russell, for at least a year on just ClickFunnels. And I was like, you know, I'm like, okay, I'll try it. So I spent the first like 3 or 4 months like promoting like crazy. And then like everyone who like was on my list or my following, they heard about it and they either bought or they didn't buy. And it was just kind of like stagnant and nothing was happening. And I was like, ah, so in my mind I wanted to go do something different, right? That's what, let's, entrepreneurs do a lot of times is like, you know, is instead of like figuring out how to like restimulate growth, we want to just shift everything because it seems easier to move on. And Todd was like, no, like you promised me. He's like, I spent 2 years building the software. Like you have to focus on it for at least a year. I was like, ah. So now I was like, okay, how do I get people excited about ClickFunnels even though I've talked about it 500 times in the last 3 months, you know? And then I was like, okay, we have to do something different. So I started putting this cap on my head of like, okay, What's something exciting I can do that I can talk about that will open, like will stimulate something exciting that someone's gonna wanna come and participate in? And then the answer is still ClickFunnels, right? So for example, the One Funnel Away Challenge. We launched the first ever One Funnel Away Challenge. Like ClickFunnels had grown to the spot where we were at 50,000 members and we plateaued. And we spent like 6, 7 months trying to get past this plateau. Nothing was working, right? How we have to figure out some way to like stimulate growth. But again, everyone in my community heard about ClickFunnels at the time. Everyone on my list, all my followers. And it's like, how do I get this? And so we like, we should do a challenge. We'll call it the One Funnel Away Challenge. And so we launched the very first One Funnel Away Challenge and that was a dramatic demonstration. Like your One Funnel Away, let's figure out what that funnel is, let's help you create it. And that took ClickFunnels from 50,000 members to over 100,000. Like double the size of our thing by having a new dramatic demonstration to the same audience that I'd already been talking to over and over and over again, right? Right now we're promoting the Challenge Secrets Challenge, right? Which is us doing dramatic demonstration about the fact you can use challenges to make money and, By the way, the answer is you need ClickFunnels to be able to run the challenge through, right? We have, I'm doing an event, another dramatic demonstration mid-August called Selling Online, right? And it's this whole thing like how to sell online. It's a dramatic demonstration, but guess what the answer is? They need a ClickFunnels account, right? So it's just thinking through in your business like what are other things that you can do to get people excited? Like every book I write, DotCom Secrets, Expert Secrets, Traffic Secrets, those are all like types of dramatic demonstrations to get people to pay attention to something really exciting, but then the answer is ClickFunnels, right? It pushes back to the core thing. So for you, Renee, if that's where you are now and you're trying to figure out how to stimulate growth, I think, okay, here's your core product, you know, and inside your core product there's gonna be a lot of different benefits or features or different hooks. It's like find one that's unique and then do something, do a dramatic demonstration around that. And dramatic demonstration can be as simple as you going live for an hour You have people register to hear you talk about this new topic, right? It could be something bigger where it's a big webinar, it could be a 3-day challenge, a 5-day challenge, could be live event. Like it doesn't really matter. It's just throwing out a hook that's unique, that's different. This can get people to be interested enough to go and register and it just gets them to re-raise their hands, re-gets their attention, and then it gives you the ability to talk about the thing that got them to raise their hand. And then from there, transition it back to the product or the service you sell. So hopefully that helps a little bit.

Oh yeah. Oh yeah. That was awesome. I love that. Uh, we have another great question here. I'm putting in the chat. This one is from Sai. Sai says, and I really wanna talk about this for a moment. We've had this question quite a bit in the One Funnel Away Challenge. And ever since Alex Hormozi launched his Leads book, right? It's been the talk of the town among the community. So here's the question from Sai. Can you add too much value to a funnel? Is there a scenario where you might hold back value for alternative offers?

Cool. Yes and yes, you can add too much value. So here's the first time I experienced this, 'cause this thing's backwards, right? 'Cause I'm like the guys, I was like, how do you overdeliver? How do you overdeliver? But sometimes overdelivering actually causes so much confusion that people won't move forward. I remember when we first launched ClickFunnels, ClickFunnels was just, it was just the ClickFunnels, right? And a year into it, we rolled out. So who, anyone here been around since, I mean, we're a decade old, so anyone here since year 1? Yeah. Okay. Who's that? Where's that? That's, uh, Mark G and Mason and, uh, okay. So remember year number 1, ClickFunnels was just a funnel builder. Then year number 2, we finished Backpack and Actionetics, which is our email and our affiliate platform. So we launched those and they converted really well. And I changed my webinar, the Funnel Hacks webinar, and I was like, this is gonna be so crazy cuz now they're not just getting ClickFunnels, they're also getting Backpack and Actionetics. I changed my demo and I showed more of what I was doing and we launched this webinar. And it bombed. And I was like, how's it bombing? Like I just gave them a whole bunch more. And I tried it. I was like, I must have messed up. Maybe I had a bad day. Maybe the traffic was wrong. So I tweaked it around, launched it again. Didn't work. Launched again, didn't work. And so then I went back to the same, the 3 webinars we had done that didn't convert very well. And I changed the hook a little bit, repromoted, got a bunch of people back on. And I went back to the original where it was just very simple and it outconverted. And I was like, oh my gosh, it's so confusing. Then fast forward, when I wrote the Traffic Secrets book, which was like 3 years ago, I wanted to take like everything I'd ever created and make this like the greatest offer of all time. And I'd forgotten that lesson from, you know, 8 years earlier or whatever it was. And so I created this offer and the stack slides were insane because it was just like, you get this. And it was like, I was like, you have to be a moron to say no to this, right? Like Alex, the title subtitle of Alex's book is like, create offers so good you feel stupid saying no, or you feel stupid saying no, right? And so that's my mind. Like, they'd be stupid. They'd be a moron to say no to this.. And sure enough, we launched it, going through the offer stack and didn't convert. And I remember actually reaching out to people afterwards like, hey, just curious why you didn't buy. And they were like, that seems overwhelming. There's so much stuff. I don't even know what to do. And I had this realization. I'm like, okay, like overdelivering isn't necessarily about here's everything, right? Like if that was true, like me taking you to the library would be overdelivering. 'Cause like you have every book known to man. You could be anything you want. Like, let me overdeliver. Here's everything. Here's the entire library. The problem is you walk in the library and library cards are free, right? Like, because it's so overwhelming, there's so much stuff that nobody ever does anything, right? And so like what's overdelivering actually is like giving people the simplest path from A to Z. So it's not like I have 45 bonuses. It's like, here are the 4 or 5 things that are gonna get you the result in the least amount of time. That's actually overdelivering. And so thinking about it a little differently. And again, I've made that mistake multiple times. Even I was talking to Barry Baumgartner, who she, her and her husband are the ones who run Funnel Hacking Live and they do all the big events around the world. And one of the things that they told me that were interesting, she's like, when people are selling their high ticket offers, if they have more than like 5 to 6 deliverables in like, in like, like things they're gonna get, it kills the conversion rate 'cause people get overwhelmed. And so for them it's always like, you know, there's 5 or 6 things. And so there, there's this fine line of we think that value means more stuff. But value a lot of times means like less time, shorter, faster implementation. Like if I can give you the secret to $1 billion on one piece of paper, that's more valuable than me taking you to 6 years of college. You know what I mean? So anyway, hope that, hope that helps and may simplify your life as well.

Yeah, I think so too, because like what something I've seen so many times, oh, I need to overdeliver. So Dante, can you go over my stack? And there's 15 things on it, right? And then we start talking about their customer and the problems they're having and where that customer is on the value ladder. And it's like, well, they only need 3 of these. Everything else is nonsense. It's overwhelmed. They get rid of it and boom, conversions out the wazoo.

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And I know we talked about this a lot, gang, but I really want to drill it in because hopefully this will be some ahas for some of you. Just like your business is a value ladder, So is your customer's personal life. They're currently here. They want to get to here. They have to take steps to do that. We can't just do everything at once, right? It's like if you want to go do math, if you don't know what 2 2 is, you're not just going to go to calc— do a calculus equation. It would mean absolutely nothing to you. If somebody gave you the secrets to being a calculus master, it would mean nothing to you because you don't know 2 2. Remember, along with your business being a value ladder, so is your customer's journey to get from where they are to where they want to get to.

And that's what you think is like It's interesting because we have— so I have a— my highest level mastermind is called the Atlas Group. They pay $250,000 a year to be in it. We're meeting together next month in Arizona for 3 days. And I've always thought in the past, like, wouldn't it be cool to sell access to like the recordings of what we're talking about? But for most business owners, like for most guys right now, if you sat in that room, you'd be like, what are these guys talking about? Like, these are the weirdest things, right? But in like— but as you, as you like, you get your first funnel launch and they start growing, you start scaling, you start getting traffic, you start hiring teams, like eventually like people in that room, they're all, they're deal, you know, all their businesses, $10 million to $100, somewhere in that, in that window. And so the things, the conversations we're having are less about offers and traffic and funnels and more about like, you know, how in the world do you, do you motivate your team to do stuff? How do you get people to show up? How do you, you know, how do you scale on the CPA networks? How do you create offers for cold traffic? Like it, there's different conversations. And so like, it's kind of like the whole milk before meat concept, right? You gotta give people milk until they can, they're ready and prepared for meat. And so, That's, I think, a big part of the value ladder is you're actually helping your customers more.

You're not hiding value from them. So yeah. Dante, Russell, can I, can I say something on that? Sure. Who's that? This is Ezra.

I asked a question about value.

Go ahead, Ezra. Yeah. So I guess what I'm hearing then, you don't want to give them too much, but you still have to kind of guide them or guide them or educate them about the value of the thing.

Is that accurate or I'm still missing something? Are you asking like when in the sales process you educate them on the value?

Yeah, precise. So remember you're saying don't give them too much. Some people may get overwhelmed. So even if you give them 1 or 2 or 3 things, you still have to do the work to kind of educate them about the the value of that thing, correct?

100%. Yep. Yeah, if you don't tell— if you don't— it comes back to hook, story, offer. If you just give them the offer, no one's going to buy, right? Or very few people buy. So it comes back to the hooking them and then telling the story to increase the perceived value of the thing you're going to offer. And then there's usually a story about each element of the offer as well, right? Like, so yes, you're still, you're still, you're still, um, having those, those things in there. What we're saying is don't have 15 items in your offer stack, have 5. And then, and then from there, yes, you're providing, you're, you're doing the, you know, if you're following the Perfect Webinar, things like that, then, uh, you're very specific to that, increasing the value for yourself.

Excellent. All right. Thank you guys.

Appreciate it.

Yep. You know, an, an example of that is like, you know, Giroux. Giroux is a really cool funnel simulation software. So like if I was gonna give you a stack and, and I learned this from Russell, right? I learned this from Russell so many years ago and I've just, it's been the greatest thing I ever learned. I'm not just gonna go say, hey, and you can also get Giroux when you say yes to No way. I'm gonna bring in a problem that people have. Isn't it really difficult when you're trying to talk to a new client and you don't really have any way to run numbers or give them any real true forecasting? And then because of that, they don't really say yes to your offers. We now have the solution, right? It's just setting up and showing people what the thing is and why it's beneficial to them.

Yeah. That's awesome.

Because you, I'm glad you said, uh, uh, something about Guru because the client I'm gonna meet with later on, um, I'm gonna show them like the flow of how their funnel is gonna work and what the results they can expect. So yeah, that's a good point.

Thank you for sharing that too. Awesome. Awesome. Okay, next question. Let's keep this train moving and grooving. Uh, this is from, sorry, where did that go? This question is from Michael Hype. What a cool name. I wanna take that one. Michael says, uh, Russell, is hosting free Is hosting free webinars and creating free challenges on the core offer topic the best way to gather traffic and then sell the offer at the end of the webinar and challenge similar to your approach? And then he says, what are some key elements that make these strategies effective for you? Are there anything better than challenges or webinars in your opinion?

He's also in a similar niche. Cool. So yes, I do think that creating a free event, dramatic demonstration, whatever you wanna call it, is the best way to turn traffic into money. That's why I do so many webinars. The question, next question is what's better, challenge or webinar? Totally depends. If you ask me or you ask Pedro, two different things, right? I do challenges, I do webinars. I personally like webinars more because I'm a webinar guy. I like being able to create a 90-minute presentation. Some registers, they watch presentation, they buy or they don't. If you ask Pedro Adeo this, right, he's a challenge guy. He likes having some register, 3 to 5 days of challenges, then make an offer at the end. The reality is they're just different tools in your tool chest, right? They both work great. I've used free challenges, paid challenges, book funnels, webinar funnels. Like they all are just different tools. So more so is like, which one do you like the most? For me, the thing that's the fastest, easiest, most consistent is webinars, but that's where my background is. And so that's what I always default to. So for you, it's just what is the thing that you're most, you know, What's the thing you want to do? What are you most, you know, what tool do you like the best? Figure that out and then double down. But 100%, especially if you're in software, if you follow the linchpin model, like that's, you know, that's how we sell software. Like linchpin models has any kind of continuity. It's the, it's the best thing. So I would, if you haven't read that book, I'd go read that book and then, and then really double down from there.

100%. And I really want to just showcase what Russell just said there. He's tried both. He's done both. He understands both of the tools in his tool belt. I was going to say webinars. I mean, let's be honest, we're speaking to the world's highest paid speaker. He gets paid more than President Donald Trump when he goes to do an event. So like, yeah, Russell crushes webinars. It's his bread and butter. How did he get there though? Did Russell— can I ask you a question? Did you just wake up one day and become a webinar master?

Yeah, it was a lot of days, not just one. Yeah, it was a decade of me at events going stage to stage and then 10 years of me doing webinars and seminars, all sorts of stuff. But it's definitely a skill set you all can learn.

Hopefully you all do. 100%. And we just have to start. So I would like for you to look at your circumstance and your situation and see what's the best thing, right? Webinars, the sweet spot right now is 3 to 5 days. Uh, excuse me, challenges, the sweet spot's 3 to 5 days. So if you think that that is the best tool and vehicle for you to get your customers the results you need, let's start there. If you think it's a webinar, start there. But we start with one, then we can try the other options. We can see what works best, then we can master it. And from there, we're just Russell Brunson ourselves. Love this, gang. Who's having a blast? If you're having a blast, let me know about it in the chat. This is— I have the coolest job in the world.

I am absolutely blessed. Let's get to spreadsheet and talk to the people here.

Let's do that. That'd be more fun. Oh, I love that.

Yeah, come on with it, Russell. They're showing up. Let's hang out with them, right?

Heck yes. Let's start with Renee. Hey, Renee.

What's up, Renee? Oh my God, I'm here. Great to see you again, Russell. I know I tell you all the time, you have changed my life. Thank you so much. I have launched, uh, oh my God, I'm in your course Secrets. I am an introvert, so I've been like, I know I needed a course. I know I got good skills. I got Phoenix all trying to like get my services. So I launched the funnel and I just would like to know, what am I supposed to be looking for? How do I know the numbers, the funnel? Um, and then what would I do? I just think I got the answers. Start doing webinars next for the course. So you probably don't have to answer that unless it's a different answer of what I should be doing next.

Now that I have the course— you have the course done and you have a— you have the sales page and stuff all done as well? Yes. Okay. Was it you?

Have you driven any traffic to it yet? Uh, I just— today was the email I had. I was nervous, so I pre-launched an email sequence. It gave me like 3 days, and today is the first email.

It's only going to my list right now of about 250. Okay, cool. That's kickoff. And then that fast traffic— so you're actually lucky because in 30 minutes from now we're starting the traffic call at Course Secrets module number 6. So yeah, that's the step you're at. I would say for you, it's like though, um, before you go build a webinar, because that's a whole nother process and a whole nother thing, like if you've done everything at this point, I would start getting traffic now. And so And again, there's a million ways to get traffic. So the question is like, what's gonna be the low-hanging fruit, the thing you can do easier and faster? So for me, like, I think about this a lot of times. Like if you look at in Hollywood, when a new movie comes out, how do they launch it, right? Yes, they buy ads. Yes, they do stuff. But the core thing they're doing is that the person, like the attractive characters of the movie, they go on a speaking circuit, right? They go on all the different TV shows and they talk about the new movie coming out, whatever. In our world, we have something very, very similar is we, but you know, most of us, at least me, I haven't been able to yet get on all the big TV shows, but what's a lot easier is getting on people's podcasts, right? So I would look at the market that you're in right now and I would go and start contacting everyone who's got a podcast and be like, hey, and you think about this, like getting on a podcast is similar if you were trying to get on TV. Like if I was going to try to get on the Today Show or Good Morning America, I don't know, I don't watch TV, but whatever those shows are, right? What I would do is I would go and usually you'd hire, like you'd hire somebody to do this for you to a big TV show, right? But they create like a, they create like a media packet for you, but like with some hooks, like, hey, if you bring Russell on the show, Russell's really good at talking about how to start a business online and really, and they usually have like 3 or 4 show ideas that they create and they would go pitch that to these different shows. And if the producer of the show sees them like, oh, that's actually a really good story, then they bring me or whoever onto the show. So if you had the same thing, it's like, yeah, I have this product I'm gonna sell. What are 3 or 4 or 5 different, different like hooks that you would have that you could talk about on a podcast or on someone's Facebook Live or on a, you know, something that'd be interesting to the audience that then would translate back into your, to your course, right? So you figure those things out. And so again, if it was me, I think, let's say I'm, I'm promoting Secrets of Success. I'm like, old book by Napoleon Hill. I spent $1.5 million on a book. You know, I find 4 or 5 different hooks and I would go to these podcasts like, hey, my name's Russell and I'm a big fan of your show. I listen to every single thing. I think I would love to be a guest. I got 3 or 4 show ideas that I think would be really unique for your audience. Any of these fit? If not, what do you think you'd be looking for? And I would send that out to every single podcast out there in my market. Every single person who's got an Instagram, like I would just start reaching out to people and it really is a numbers game. You know, I think what people understand is it's not just like, you know, you ask 5 people and get 5 yeses. It's like you ask 100 people to get like 1 or 2 yeses. And so it's just knowing that it's a numbers game and don't— they don't get hurt. You know, if someone says no or they ignore you, don't feel bad about it. It happens all the time. Happens to me every time we launch a product. I build the Dream 100 list of about 1,000 people. I contact all of them. I make personal videos for them. I make— I've done that. And even from that, I only get— I only get you know, a couple dozen who are like, yeah, I'm going to promote this thing. And so it's just a numbers game going out there. But that's what I would probably start doing next because it's like it's free traffic, it's easier, gives you the ability to like keep telling your story and kind of, you know, practice that and perfect it. On top of that, obviously keep telling your story also like the same, like pretend like until you get on different podcasts and things like that, like pretend like your Facebook page or your Instagram is the podcast and then and like go live and test out these different stories, test out these different hooks, test out the ones that you're potentially gonna pitch to a podcast. Because you don't want the very first time you ever tell the stories when you're on the podcast, right? Right. Like for me, I've told before any of you guys will have heard a story, I'll have told it a dozen times to my wife, to my kids, to my employees. Maybe I'll do a podcast episode about it that like, I keep doing that before I ever like make it a live story just because I'm practicing it and seeing if it lands, see if it makes sense to people. And so I would start publishing right away and then, and then go start looking for places you can plug into. Awesome. Yes, I'm excited for you.

I can't wait. Okay. No, I'm sorry, I'm muted. Yep. First day on the job. My bad, gang. Great question, Renee. Thanks for that.

Ryan, you're up, my man. Hey, hey. Thank you, Dante. Appreciate it, Russell. Good to see you again. We met— my brother's the chiropractor next door in Idaho. We met in the building there. That, uh, that you're in. So good to see you. Dante is the man, by the way. You need to pay him more because he is so phenomenal.

I just want to— you keep telling everyone this, everyone keeps telling me this. So hey, I'm not doing it, Russell, just listen. When I get off these calls, what are you pitching everybody on?

Talk about personal touch. The guy's got it down. I really do appreciate him. Um, love your books, read them and listen to them all the time. My biggest thing is in creating funnels with my, my business, um, I'm always trying to evaluate— you talk about hook, story, offer— where do we evaluate to make a change? We can't change all three at one time because it could mess the whole flow up. How do you look at— you say it's always one of those three things, so which ones do we change a little bit, a lot, before we go to the next one, and so on? How do we evaluate hook, story, offer and make the changes?

Oh, it's a good question. I don't know if I have like a really good science to it. I think a lot of part of it's just kind of gut, like looking at it and like, ah, you know, sometimes it's, and I think, I don't know if you've been on any of Trey Lowe's calls. Trey's much better at this than me, but Trey literally gets the phone and he calls all the people. Like when he's launching a new campaign, he'll do the traffic and he's calling like, why didn't you buy the upsell? Why didn't you buy upsell number 2? Why didn't you, you know, he's asking people all these questions. Introverted Russell has never done that. I'm not gonna lie, but that would be extremely useful. You start finding out why people are doing things or why they're not doing things. For me though, it's more like, you know, the introverted Russ, like I'm just always testing stuff. Like I'm always throwing little ideas out there and that's how I'm like, I'm throwing out different hooks till I'm finding something that's resonating more. And I'm like, okay, that one's resonating. Let me double down on that. Right? Or if I'm telling the story and people aren't buying, it's like, okay, I don't wanna fix the whole offer. 'Cause the offer's gonna be like, that takes a lot of time for me to go figure out new things to sell and all that kind of stuff. So I'm probably not gonna ship the offer immediately. I'm gonna try to just tell different stories. Did I tell it right? Did it not provide enough value? Because I can tell a story, I can practice it easy. I can go Facebook Live, I can do a podcast, I can just practice the story or like, or see if the story's landing, you know? And then usually for me, the third would be the offer. 'Cause that's gonna be, you know, swapping things out and changing things. Good example, last month we did a webinar at salesfunnels.com and the hook was great, tons of registrations. Tons of show-ups, but the conversion was not where it needed to be for it to be a successful webinar for us. And so it was, it was that same day. I'm like, the hook was right, but maybe the hook was too good. Cause it was getting the wrong people on. So I, we had to go through massage and we had to retweak the hook to make it, it's weird, not as good. Cause it was getting the wrong people. It's like make the hook a little worse so it gets the right people in. And then I went through the whole webinar. I was like, I remember feeling like I feel clunky parts, like where, it wasn't quite right. So I was like, we pulled a bunch of stuff out, we changed some stories and kind of massaged it. And then the offer felt clunky as well. So we pulled some things out and organized it and I did a second version. So it was kind of me testing all the things and the next version has done better and we're still testing more different, you know, different things. But I don't know, I wish, I wish I had like a super clear, like there's kind of a feel of it and just kind of testing for me that I keep putting things out there and then over time you get better and better. I'm not sure if you feel this, like when I tell a story, I can tell if it's landing or not. Like right now, my last explanation you did not land. So I'm like, I can feel like, you know, like I didn't, I didn't nail it. Not that this is a selling, you know, opportunity, but if it was, I'd be like, okay, that didn't quite feel right. Like, let me try, let me try telling it again. I go grab someone else. Hey, let me tell you a story real quick. And I try it again, like, ah, until I felt like, okay, that, that felt, that felt really, really good.

You know what I mean? Okay, cool. Last question is, did you nail your 360 yet? Because you've been posting things about it.

You know, if I would have nailed it, you would have seen it.

I promise you that. Thanks very much, bud.

Good to see you. You too.

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Shop Virtuo up exclusively at nespresso.com. Yeah, it was a great question, Ryan. And on top of what Russell said, I would just like to throw out Microsoft Clarity. You can go to clarity.microsoft.com and Microsoft Clarity gives completely for free screen recordings and heat mapping so you can have a heat map of your funnel like, oh, the hook is red. Every— the hook is good to go. It's red. The story is red. Maybe the offer is blue. You can really see where people are going and where they're dropping off. Furthermore, we have the screen recordings and man, Ryan, and everybody else, I would tell you launch your funnels and have Microsoft Clarity on your funnel. But I can show you guys launch with Clarity because now you make your initial launch and you're gonna get that data and it's no longer has to be a guessing game, right? It no longer has to be like, what do I feel? Literally go watch exactly what your customers do, see exactly where they're falling off. And then that's the thing you go attack. You relaunch it. Now you You can see, oh great, everybody's moving past that part. We're doing— oh, they're hitting a hurdle here. And a lot of times too, Ryan, it's really wild. You'll watch these recordings and you'll see people clicking things that are so clearly and obviously not buttons, right? So then you have to take that and say, okay, well, I have to redesign it so we can avoid these things. Microsoft Clarity will be a game changer for all of you guys here on this. That's why Dante is the man. You're far too kind, Ryan. Thanks for the question. Let's hop over to Alanda. And if we have time, we're going to go to Daniel. But Alanda has been rocking and rolling, just setting the world on fire. Let's hear about it, Alanda.

Hey, hey. So first and foremost, Russell, thank you so much for everything that you do for all of us. I'm so grateful to be here and excited. My question is, I need a really good hook. My, my classmates know what it is that I do. Um, I mentor graduate nurses who've been out of school upwards of 18 years. They've graduated with their bachelor's degree, and they fail their examination. I don't use the word fail, but they use the word fail. Failure is when you stop trying. I tell them that. But up to 18 years, I'm able to get them through the national examination to practice as registered nurses. I need a really strong hook to put at the top of my funnel. And I was wondering, like, do I— because Dante had coached me about 2 weeks ago. Use something that's like bold. Do I, do I go in and say like, have you failed 18? Have you been out of school 18 times? Have you failed the exam 9 times? Like, I need a really strong hook.

I think that's where I'm kind of like stuck. Yeah. Well, first off, I do think that's, that's strong to call it out. Um, I always try in mind to figure out how do I call out the right person so the right person's like, oh, that's me, and the wrong person's like, that's not me. You know what I mean? And it's Garrett White had a funnel like this 4 or 5 years ago. It was really cool because it was like, it was like attention married. So it was like it's niching down. So attention married. So not everybody has to be married. Businessmen who are frustrated with their sex life. That was his thing is like boom, boom, boom. And all of a sudden it's like that, that, that segmented down to like, that's the, that's the person, right? And I think your call out was really, really good. So do call him out. It's a great hook. Second thing is there's a lot of headline templates. One of my favorite ones, and I use this, I would say probably 70% of my webinar headlines are some version of this, but it's how to without. So it's how to like attention, blah, blah, blah, blah. I'm gonna teach you how to, and then you insert the thing they want the most, how to finally get your nursing degree even if you failed, you know, 18 years in a row. And then without is the thing that they fear the most without spending more money or without, blah, blah, blah, whatever the thing might be, right? Whatever their biggest fear is. So I would try like the callout and then how to insert what they desire most without the thing that they fear the most. And that would be that. That'd be that. In fact, I typically, if you look at my webinar slide templates, my very first headline's always how to without. I'm like, how to make this how to without, because it's like the simplest, easiest, most powerful. And then if I can't do that, then I mush and try different versions, different headlines, see if I can make something better. But I wrote a headline yesterday for an event we're doing, and literally I used how to without. For this big event we're doing next month. So anyway, that would be probably my recommendation. But it's also just like testing those things and putting them out there. And if people aren't clicking on that, it's like the 18-year thing's not working. Maybe it's like, think, you know, I don't know, again, you said this, like not your words, but there's like, listen to what their words are. Like they're saying, I'm failing, I keep failing. Like listen to the things that they keep saying. And those are the words and the phrases you wanna bring into the hooks. The audience will always tell you what they will respond to if you're paying attention. You know, so I'd go to the forums and the message groups and the places where they're talking and just like, how are they explaining it? And then use their words to attract them. Okay. Thank you so much. Yeah, no worries.

Good luck with everything. And Russell, Russell, when you're running how-to withouts, how-to is a headline, without is a subheadline, correct? Or do you, or do you sometimes just do it all in one big headline?

Um, it depends. It can be both ways. A lot of times I'll make the how-to big and then without smaller, um, just aesthetically looking. Um, or if not, like a lot of times I'll make without like all bold, like without or underlined so that pops out. It's like a separate part of the phrase, you know?

Hmm. Absolutely. And the event you're talking about coming up next month, are we talking about Funnel Hacking Live International?

No, we're doing a little pre-challenge event in between. Ooh. Anyway, so you guys will see soon. I was bored, so I'm like, we should do a quick 3-day challenge and have some fun. So we're doing a fun thing next month. You'll see.

Everyone will see. Super excited. Okay. And it's 12:44, gang. Russell, as you guys know, in the Course Secrets training, Russell's going to go talk about traffic and that's going to happen very shortly here at the next coming of the hour. So we have to get him out of here quick. But does anybody have one final quick question?

I can see you guys are just— Mark's got a demystification question. He keeps showing his sign. I see there's something with dramatic demonstrations there.

Mark is so funny with this sign. I love that. Put it back up, Mark.

Let's see it. Awesome. All right, this is fantastic. So great to meet you. Um, so my question is, so I'm a realtor that works with investors. Um, a lot of parts of the country, it's too expensive, you know, to buy homes that, uh, cash flow for an investment property. So my question was You were talking about a dramatic demonstration. I was thinking maybe going live on Facebook, going to a house, touring the house, talking about it, you know, what rent would bring in, you know, what things needed to be upgraded, that sort of thing. And then maybe— I've never gone live, but my question was, do you think that's a good idea? Can you take questions live? I guess because I'd be on my phone out in the field, you follow me? I wouldn't be at a desk. I'd be out, you know, and then sure. And how long should it be?

That's— yeah, yeah. I'd say 100%. If you look at Pace Morby, he's, you know, he's last year did over $100 million, year 3 in the business. Right. And what Pace does, he told me, he's like, everyone else talks about real estate deals they've done. He's like, I take people to my properties. He's like, hey, I just bought this house right here. Check it out. Let me show you inside. And he walks them around and he's like in the field showing the stuff, proving he actually does what he practically preaches. So 100%, the more you can do that, the more live, the better. As far as how long is it, how long should it be? There's no right or wrong. It's like, it's just right now it's you building relationships, building connection, showing people that, you know, you're talking like all those kind of things. So it's like, you know, keep talking until you're tired of talking. Keep, keep, just keep doing it while they're listening. Yeah, there's no right or wrong. I think just I click record and just go and see what happens now.

And how long? How many times do you do it? Once a week?

So, I mean, I don't want to wear people out, but you can never wear people out. Okay. Think about this. Like, um, let's say you have a following of 1,000 people or 100,000 or a million. If you go live, like, you know, if I go live right now, I might get 500 or 1,000 people to show up from my million-person following. So if I go live every single day, it's only 1,000 people ever actually saw it. Like, you can't— the nice thing about going live, you can't really overdo it. Unless people stop showing up or people aren't there. So, yeah, I just do what feels comfortable. If you get excited, go live. And just if you're nervous, go live. Like, just start the process of doing it.

And that's kind of key, just jumping out there and starting. And then last question, I don't have much of a following in this genre yet. Do you promote it with a Facebook ad and also through your— I do have a fairly large email list. So would you send out an email, hey, I'm going live this date, and then also advertise it? Or just do it somehow organically?

I would do the email right now. So I would, yeah. So in Facebook, you, um, you can say I'm going live or Instagram going live and then sending email out to list saying, hey, go here to register for live and go next, you know, this Thursday I'm going live and promote it and get people to come register for it. That's why I kick it off. And then over time you can buy ads. Usually it's easier to buy ads to the replay than the live one. Uh, like after we get done, we'll buy ads to people who watch the replay. Um, uh, but it's hard. Ads are weird. It's hard to run ads to get people to register for them specifically. We haven't had a ton of experience or had a ton of success with that yet.

Got it.

Okay, great. Awesome. Thank you so much.

Yeah, no worries. Great question.

Working on some—

Can I bust out one more quick? Yeah, let's do it, man. Come on, Daniel Plummer.

Get after it, sir. All right, thank you so much. My question, I've just reread DotCom Secrets. I've reread Traffic Secrets, so I've fixed my traffic. I'm almost finished with Expert Secrets. And so I'm transitioning. I've had a podcast on Facebook Live for 9 months straight. So I feel I'm going from reporter to framework builder, and I'm doing it on cryptocurrency. I was going to run some Facebook ads, but I already see a lot of people doing that. Do you have any suggestions on maybe which direction I should go to reach out to a large audience?

Well, if a lot of people are doing something, it usually means it's working.

Okay, so I should run some Facebook ads.

Yeah, a lot of people think that's a bad sign. Like, for me, it's like I would never get into a market that wasn't hyper saturated because there's a reason why it's hyper saturated, you know what I mean? Because a lot of people in there, it's working. So yeah, I would say don't, don't shy away from that. I would say if it looks like it's working, go test that. And then the other thing, if you've been doing, you know, lives for 9 months and you have that experience, like I'd also be trying to figure out how do you collabs with some of those people, right? Like, how do you get on their YouTube channel? How do you get on their podcast? How do you start, start, you know, weaving your way into their audiences as well? Yes. Because then it's just free traffic based on, you know, they're buying ads and they're building an audience, and now you're leveraging all of their effort and ad spend to push people back to you as well.

You know what I mean? Yes. Is there any particular Facebook ad type that you would recommend doing?

Like the flexible ads? I don't, I mean, so I don't run my ads manager. I talk about Traffic Seekers, obviously, like I find someone to do it. For me, it's just like the creative. That's what I focus on. What's the creative? What's the, what's the pattern interrupt that's going to get somebody to click on what I'm doing, right? And so the pattern, the way you think about this, like whenever you figure out a pattern interrupt, that's when things blow up, but then everybody copies it and the pattern interrupt becomes the pattern. And you got to figure out the next thing. So for me, I'm always trying to figure out— I'm doing what other people are doing because it's working, right? So I model that, but I'm always like trying to figure out the new, the new pattern. A lot of times new patterns, like looking back 6 months or a year or 2 years ago, because people forget about stuff so fast. So even going back to someone's newsfeed and scrolling back like a year and looking at what their Instagram looked like, what their ads looked like a year ago, 2 years ago, they stopped running and trying those things works really good because, you know, people are always moving on to the next thing and they forget about the thing that's working. In fact, you're going to see Next month, next 2 months, we have 2 new funnels coming out. There are funnels that we did pre-ClickFunnels, pre-Facebook ads. That's how we built lists prior to Facebook. And, and no one's done one in 15 years. And I was like, how do I— like, what's the new pattern interrupt? I was like, what was I doing 15 years ago? I'm like, how I forgot about this. Everybody forgot about it. And so you guys will see 2 funnels. When you see them, you're like, where did Russell come up with that? He's a genius. Like, no, 15 years ago, this is what we did to build a list. And now I'm just going back in time. Because it's now the pattern interrupt. Back then it was the pattern, so everybody did, but no one— I haven't seen a single person do it in over a decade, right? So it's looking for those, those things and jumping into them.

Thank you so much, Russell.

I appreciate it.

No worries. And, and really quick, gang, if it— this traffic is something that is always questioned. So if you had the same question as Daniel, I'd love for you to just put a 2 in the chat. It's just from my knowledge, so I can learn a little bit more about you and what you need, and I can fill the holes in the gaps, uh, But for everybody who has— is saying 2 in the chat right now, I want to remind you guys, if I'm not mistaken, it's day 10 in the One Funnel Away Challenge on the expert track. John Parks himself actually runs through how to make your first ad. He runs you through the Facebook Ads Manager. And then I forget the guy's name, but we have a really, really awesome guy that talks about Reels and Shorts strategies that we can all start implementing right now today. I believe day 10 of your challenge.

And there's this book I wrote one time called Traffic Secrets. It's really good to teach you how to get traffic too. So I don't know. Oh, by the way, excellent. Dante, do you have the ClickFunnels members area open?

I don't know, but I can in just 2 seconds.

I'm gonna show you something you may not even know about. You guys okay if I overdeliver real quick? I'm pretty sure it's in here, like 99% sure. So after the One Funnel Away Challenge, I built another challenge called the Fill Your Funnel Challenge. That we never really launched or anything, but it's in the members area. So you guys can go and like, I don't know how to fill my funnel. Like go in there and just like watch that, that challenge.

Okay, let me, let me, got it. I got it right here.

Yeah, right there. So 30 Pro. So this is the full like 30-day challenge we created. Someday we're gonna launch it, but all the content's in there. So if you guys want more ways to get traffic, like you should just go click on that button and then, you know, do the things. So yeah. You know, I go crazy building the course and I forget to like launch it and sell it. But yeah, there's a ton of really good things to systematically take you guys through a process to get more and more traffic into your funnel. So that's a freebie in there for you as well. So hope you enjoy it. Anyway, that's what I got to bounce though because I got to jump on the course secrets. We're on module number 6, last module, which is about traffic. But appreciate you guys. Sorry, the summer's been crazy. I've been traveling a lot, so I've been missing some of the Fridays. We're getting close to the end of summer, then I'll be back here every week more consistently. So I appreciate Dante though, jumping in and crushing it. I get so many comments from everybody on the planet about how great Dante is. So, um, hey, I appreciate you guys, and it's been fun hanging out.

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