Correctly Crafting Offers, Cultivating Traffic & Writing Your Own Ticket with Myron Golden

I don't know if you've ever taken flying lessons, but flying lessons are amazing. It's like flying lessons—

flying an airplane, flying an airplane—

okay, now will teach you so much about life that it's not even funny. Like, all the lessons that are in there are almost immeasurable. So an airplane has to be going about 140 miles an hour to take off, right? So when you go down a runway and you're going, you're picking up ground speed to get to the point where the plane will take off. You reach a point on the runway where we're so far down the runway that you can't stop without crashing into whatever's at the end of the runway, or you have to take off. So it's— they call that the point of no return. But I don't call it the point of no return. I call it the point of no return or the point of no rewards. And here's why. Because the point of no return is only the point of no return if when you get to that spot, you're going fast enough that you can't turn around. And so the reason most people struggle their way through life is because they ooch their way up. To the point of no return. But it's not the point of no return for them because they're not going fast enough to take off anyway. So they can retreat and go back and start over. And they keep getting close, ooching up. No, today's not the day I'm going to take off. And they go back to the starting line. And then, uh, no, today's not the day. You have to be going so fast, you have to be so committed to your outcome that when you reach that point, it's either we're going to fly today or we're going to crash and burn. But we can't go back. Most people are unwilling to put themselves in a situation where they can't go back.

In the last decade, I went from being a startup entrepreneur to selling over $1 billion of my own products and services online. This show's gonna show you how to start, grow, and scale a business online. My name is Russell Brunson, and welcome to the Marketing Secrets Podcast. What's up everybody? Welcome back to the Marketing Secrets Podcast. We've got a really cool show for you today. I actually just got done with an interview with Myron Golden,. And, um, this episode you guys are going to love. Like we talked about a whole bunch of stuff, but we kind of set it through the frame of like, if someone's just a brand new beginner and they're trying to figure out how to be successful online, what do you actually do? And this is fascinating because this conversation went in a direction I was not thinking it was going to go to, you know, I thought like, oh, let's create a product and we're going to write a sales letter. And it was not that. It was like, it was more like the actual foundation of things. Like figure out what is the problem that you're going to solve and how do you do that? And how do you create an offer that people will spend a lot of money for? Cause you can make an offer that's, you know, $1 or $10 or $100, how do you make an offer where you can get to your goals? $1 million, $10 million, whatever your goal is, a lot quicker. And so while this was definitely something we created for beginners, I think even people who are very, very advanced, like you're going to learn some really powerful, really cool things. If you've been stuck in the past, like trying to be successful, like I don't have the resources to be successful, this podcast, we go deep into how to become resourceful and how to use the things around you to actually be successful. Myron's going to talk about getting rich quick versus getting rich slow, like which one's better. You know, I think most people are like, oh, the get rich quick schemes. Like, I don't want to get rich quick. He's going to kind of reframe that for you guys in a way that I think is going to be really, really powerful. Myron's going to tell you guys a story about the very first thing he launched online. Like he had an offer, he put it out there, but he didn't have an audience yet. This is, and this is a long time, this is before Facebook, before Instagram. It's like, how did he actually get the audience out there to know what he was like, that he was aware, like he was, that he existed, right? Which a lot of you guys, if you're getting started, it's like, how do I get traffic initially? He shows you exactly what he did. And this is back, again, a long time ago back in the teleseminar days, and then when he shared that, it reminded me of something we were doing today with podcasts that you can replicate, but you can replicate even faster. So if you don't have an audience yet at all, I'm gonna show you guys the number one secret to get in front of a whole bunch of big audiences very, very quickly with your message. And so anyway, for anyone who's, if you're beginning, this is gonna give you a really cool blueprint to get success fast. If you are someone who's advanced, this is gonna give you some ways to increase your offers if you wanna have, you know, a $10,000, a $50,000, $100,000, $150,000, $1 million offer. You're going to learn how to do that as well during this episode. In fact, before we started filming, Myron actually told me about his million-dollar offer and he closed 3 of them last month, which is crazy. So a lot of cool stuff you get from this podcast interview. I hope you guys enjoy it. With that said, I want to introduce you guys officially to Mr. Myron Golden. All right, everybody, welcome back to the channel here today with Something you guys asked for. You're like, man, can we get some more Myron Golden? And obviously go to his channel and check him out. But us together, come on now, we have way more fun.

Teamwork makes the dream work, brother.

So good. And today we want to talk about— a lot of people were asking last time we talked about Bible success stories and things like that, how to use the Bible as like the greatest success guide of all time. And a lot of people wanted, especially beginners, like wanted some tangible stuff. Like, how do I start making money? How do I start doing these things? And I wanted— there's something you talk about Funnel Hacking Live one time that I'd love for you to lead with. You talked about the difference between getting rich and getting slow. Some people are like, doing— you don't want to get rich quick scheme. Oh, like, I want to—

but we talk about the difference between getting rich quick and getting rich slow, right? So it starts with the question: if you make a million dollars, are you rich? And the people who are watching on YouTube right now, you can just answer that question in the chat, like in the comments. If you— if, if you make a million dollars, are you rich? That's a good question. And some people say yes, other people would say no. I would say it depends. How long did it take you to make it? Because if you make $25,000 a year and you work for 40 years, you've made $1 million. Are you rich? No. What if you make the same million dollars in 1 year?

Yes.

But it's the same amount of money. So it's not the amount of money that makes you rich or poor. It's how fast or slow you make it. Wealth denotes speed. So my philosophy is this: either get rich quick or you'll stay broke for the rest of your life.

So you might as well.

You might as well get rich quick.

It's funny because you see on the internet, everyone's like, oh, it's a get rich quick scheme. It's like, I hope so.

You better hope so. Exactly. Like, quick means to me, get rich quick to me means in your lifetime. Yeah.

Right.

Before you, before it's too late. Yeah, exactly. While you still have enough energy and vibrancy in your body to enjoy it and to give money to the people that you love and the causes that you care about. Like, while you can still make a difference. Like, why travel the world when you can barely get out of a car when you can travel the world while you got vitality?

Yeah, such a good thing. So my question then for you is, because you— if we go back in time when we first started hanging out with 9 or 10 years ago, I think I told the story on the last video, but you came to Boise at an event and you came to the hotel and you weren't able to—

this hotel or the hotel that's right next door.

Yeah. You weren't able to afford a room in that hotel. Could not afford a room.

Now fast forward 9 years later, you flew here private, private jet, brought 3 members of my team with me, and we're all staying at the hotel. And I got me one of those terrace suites at Yeah. Yeah. So, yeah. So it's, it's very different. And those things are not the things that matter the most, but we can't pretend they don't matter.

Yeah. It's much easier and much better to travel. Anyway, we'll get into that. That's a video for another day. But this video I want to talk about because obviously you went, you know, 9 years from there to here. And, and the question people are asking is like, well, okay, what's the tangible? Like, how do I start? What do I do? And I know you do a lot of stuff around offers and challenges around like creating your own offer. But I think initially people understand is like the first thing is like for you to be successful, you actually have to have something to sell, right? People all the time, like, I'm on the internet trying to make money. I'm like, what are you selling? Like, well, I don't know, I'm trying to make money on the internet.

Like, yeah, how do you start?

Yeah.

So phase number one, it's— believe it or not, it doesn't even start— in my opinion, it doesn't really even start with having something to sell. It has— it starts with the ability to solve somebody else's problem. I did a whole video on the fact that money is not wealth. Okay, if money is not wealth, what's wealth? Wealth is your ability to solve problems for somebody other than yourself. Because if I can solve a problem for somebody other than me, that person will pay me the money they have in their pocket for the solution that I have in my mind. And so I have to become an active, aggressive other people problem solver, right? That's where it begins. And so one of the reasons beginners have a hard time making money is because they're attempting to solve their own money problems instead of seeking to solve somebody else's life problem. If you solve somebody else's life problems, if those life problems are big enough when you solve them and there is a big enough pool of people who have them, oh, you will solve all of your money problems.

Yeah.

So fascinating.

This is an interesting reframe because you're right. I bet most people listening who are struggling, it's like, that's the question.

Even when you're teaching, even when you're talking about sales, the reason people struggle with sales is because they hope the people they're talking to buy. When I'm selling, I'm totally divorced, totally, Like, I don't mean kind of, sort of, or pretending to be. I am totally disconnected from the outcome of this conversation. I am only seeking to serve. I was having a conversation with one of my clients and some of my team this morning at breakfast, and I said, you know what would change the world in an instant? Like, in 5 minutes, the whole world would change. What if everybody woke up and made it their mission to figure out how to make everybody's day who they met brighter because they experienced you. That would change the world in an instant. If I focus on, I've got to make sure I'm going to be with Russell, I got to take care of Russell. I'm going to be with my wife, I got to take care of my wife. I'm going to be with my son, I got to make sure he's taken care of. If I obsess over you and my, like, everything, fiber of my being is to serve you, if it's to serve you joy or happiness or gratitude or appreciation or a solution to a problem, if that's what I obsess over, You will always have room for me in your life. But if every time you see me, I'm seeking to get something from you, it'll be just an icky relationship and you'll resist the idea of my presence. And so, because I'm not— even when I'm selling, I'm— this is gonna sound weird, but when I'm selling, I'm not trying to make a sale. I'm making people aware of a solution that I've created that seems to me to be the best solution I've ever found for this big problem that they have. And that's where it starts, man.

That changes the game. I heard, um, I had a conversation with Rich Sheffron. This is probably like 15 years ago, and I remember he said something that was so profound because he was like reading all these books and studying and all these things. He said, Russell, I get paid to think for a lot of people.

And I was like, so good.

Oh, and I started thinking about that. I was like, that's how you get paid, or I get paid, is that we have to think for other people. We have to do what other people aren't willing to do. So I put in the, the reps to become a master at my craft. So for me, when I started falling in love with funnels. That became my thing. I was like, I'm going to become the best in the world at this. And so I put in more time and energy and effort than anybody else, right? Because that way, when somebody came to me, it doesn't matter what business, what problem, what's like— I've got a funnel that I know exactly how to execute. I know what it looks like. You know, I've— we talk about this concept of funnel hacking. Like, I funnel hacked more funnels than any person on this planet. Like, thousands and thousands. I've seen every variation of selling online from, you know, and like, that's why I'm able to solve people's problems. So again, you come back, I got to figure out how to make money. It's like, no, no, figure out, like you said, what's the problem you're gonna solve? And then like, you get paid for to be able to think for a lot of people. So, so you got to go out there and become the best. Like, how do you become amazing at whatever your craft's going to be. And the better you get at that, the more people you can serve, more people are going to come to you, and it just—

it fixes all the rest of the problem. 100%.

It comes down to mastery.

I, I like to share with my clients and my team and everybody: thinking is the hardest work most people never do. People will maintain a state of physical diligence and work very, very hard at what they already know is not working so they don't have to spend time thinking about what will work better. That's how averse people are to thinking. So Rich is—

I knew it was brilliant, but that's one of the most brilliant things I've ever heard. Yeah, super.

It's—

yeah, every time I think about it, all the time, whenever somebody— right, especially if I get tired or if I get whatever thing might be, you know, and I'm like, man, why am I doing this work? And it's like, oh, I'm getting paid to think for a lot of people, so I need to read another book, I got another podcast, I got to keep studying, I like to do these things because you have to read the books they won't read, you have to think the thoughts they won't think. Yeah, so good, man. Yeah, and people are um, like you said, thinking's so hard for people. And it's fascinating to me because, like you said, they'll do, they'll do so much more work to not actually have to think and figure out the solution. And it's been interesting for me. I, I've been, I'm writing a book about success and personal development. So much of it is thinking, right? Um, and like understanding how we think and things like that. But a lot of, a big part of it's just like being able to sit with a problem long enough to figure out the answer. Most people, they have the problem, they're like, oh, I can't figure it out, you know?

Like, I'll actually go look for another problem.

Yeah, or ask them a question like, hey, what do you think this? Like, I don't know. And then as soon as they say I don't know, it just stops. They stop thinking. And instead of like, let me think about that for a minute. And then like, for me, I'll think about it, I'll think about it. Like, but I have to be quiet. If I, if I go and I listen to another podcast, reading the book during that time, like, I can't think. Like, now I'm thinking about my mind's being distracted. It's like, how do I sit in the moment of this thing for a long time? I had a situation the other day, um, Todd, my business partner, ClickFunnels, he messages me with this problem. And, um, it was a big— it's a big problem. And it was funny, it was right before my birthday. I was packing my bags, we're about to leave to go to Miami to watch UFC 299, everything. Todd messages me this thing and I'm like, oh, and I messaged him back. I'm like, oh, I didn't, whoa, okay. And I, you know, I was like, okay, let me think about that. I stopped. And then for the next hour I'm packing my bags and stuff and I'm not listening to anything. I'm just sitting there thinking and thinking. And within about 15 or 20 minutes of me being in that state long enough, Austin's like, what about this and this? And all these things are popping up. And 15 minutes later I voxed Todd back. I was like, all right, I got the solution. Here it is. I rattle off to him and he comes back. He's like, how did you come up with that? And I was like, I just sat with it for a few minutes. Most people freak out and they think about the worst case scenario, this and that. And just like, It's just think about like, what do we know? Like we've been doing this for a long time. This, the solution's there.

Right.

So I don't believe that God gives us any problems that he doesn't also give us like the solution or the ability to solve the problem. But we gotta be willing to like dig through it to find it. So good. It's interesting. Okay. So that's number one is we figure out the problem. We figure out the solution. Now, how do we turn that into like, how do we, because there's, there's, we have to craft something. Right. And then we have to sell it.

But how do we, how do we take, how do we turn that solution into like profit?

Yeah.

To a sellable asset. So yes, to a sellable asset. So, so for me, I think about, okay, it depends on how, like, how fast is fast for you, right? I can solve a $1 problem for a million people and make a million bucks, or I can solve a $10 problem for 100,000 people. I can solve a $1,000 problem for 1,000 people, or I can solve a $10,000 problem for 100 people, or I can solve a $100,000 problem for 10 people. And, and, and, and so when you're first starting out, it's hard for you to believe Maybe it wasn't hard for you, but it was hard for me to believe that there was somebody out there who would be willing to pay me $10,000 for something or $100,000 or $3,000 for that matter. I remember when I did my first premium value offer, I made the price in my mind so high I knew nobody would ever pay me for this solution. But I said, if I don't make the offer, the offer I don't make is the offer they can't take. So I put the price tag on it. $3,000. Exactly. And I didn't care if they didn't buy it. I was doing it for the reps more than for the revenue. And, and 2 people bought it. Wait. And there were only maybe 10 or 15 people in the room. 2 people bought my $3,000 thing. Like, what just happened? Oh, the price was too low. The next time I offered it, I made it $4,000. 7 people bought it. So, so, so back up to answer your question. I think that the first thing we have to do is we have to find a big pool of people that all have the same problem, right? Whatever that problem is, it's either going to be a financial problem, relationship problem, a health problem, but it's a business problem, some kind of problem, a technology problem, a software problem, a leadership problem, a delegation problem, an automation problem. But there's, there are all kinds of problems in the world. And there are all kinds of people who have problems. And the bigger the pool of people is and the deeper their pockets are, the more I can charge for the solution. And the reason I can charge more for the solution if their pockets are deep is because people with deep pockets have problems that cost them more money if they don't solve them. And so then after I figure out what the solution is, 'cause I'm, I sit there and I think about it. I, one of the things I think about when I'm thinking about their problem is How much is it costing them not to have this solution? And so when I present it to them, before I ever show them how much my solution costs, if they say yes, I show them how much it costs to say no to my solution before I show them how much it costs to say yes, because I've evaluated that. And some people think, well, yeah, but that's true for making money offers. That's not true for other kinds of offers. Sure it is. So one of the people who's in— who I met in your mastermind, who's also in my mastermind, is Annie Grace. And she teaches people how to get control over alcohol. And I remember the first time she ever bought a coaching program from me, it was $25,000. And she had an event coming up and she says, Myron, I got an event coming up in 2 weeks. Do you have any tips for me? I said, it depends. What are you going to sell? She said nothing. I said, is it okay if I coach you? She said, sure. I said, that's the worst idea I've ever heard in my life. Like, my face melted, right? And she said, oh, um, what are you gonna do if— I said, what are you gonna do if you're not selling them something? She said, oh, I created this 80-page manual. We're just gonna work through the manual, um, during the 3-day event. I said, can I coach you again? She said, yeah. I said, that is the second worst idea I've ever heard in my life. She said, well, what should I do? I said, sell my coaching program. What do I put in it? Take the stuff from that 80-page manual, put it in the coaching program. How much should I sell it for? What would make you smile? She said, I don't know, $4,000. I said, great, sell it for $6,000. What? How do you do that? Well, just so happens, Annie, I've got an event coming up Monday and Tuesday. This was on a Saturday.

Monday and Tuesday.

Fly out now, quick. Right. Change your flight. Instead of going home to your 4 kids, come to Tampa, spend 2 days with me on Monday and Tuesday. This is my promise to you. I said, "If you got 170 people coming to your event, my promise to you is if you come to this 2-day event and you do the stuff I tell you, worst case scenario, instead of having this event that's going to cost you $50 grand, you will do a minimum of $170,000 in sales." And she looked at me with all the sincerity that a human being could have. And she says, "But how can you say that?" I said, "Because I understand how it works." She said, okay, I trust you. She changed her flight, wired me $20,000, $25,000, showed up at the event, went back, did two weeks later, did her event. She kept on sending me questions on Voxer. What about this? What about this? And I answer all her questions. I'm giving you the short version. She did her event two weeks later. She texted, she Voxed me with the video. I actually still have the video. I can send it to you if you want to. Anyway, it was great. She said, Myron, I just finished my event. She's not teaching people how to make money. She's teaching people how to get control over alcohol, not even teaching them how to quit drinking. She said, Myron, people came to me thanking me in tears for creating this program. They said this is exactly what they've been waiting for. She did $264,000 in sales because she created a solution. And she said, but how do I charge for this? So that's the question you asked me. How do you charge for this? Not a make money offer. I said, here. I said, okay, but it doesn't cost them anything if they don't buy it. Oh, it doesn't? Really? Has anybody ever gotten divorced because they couldn't get control over their alcohol? She said, yeah. How much do divorces cost? Well, at least half. Half of what? Everything. And I said, have any of the partners who divorced their spouse because they couldn't get control over alcohol gotten in a relationship with a new partner? Yes. Have any of the people who got in that relationship with a new partner ever had one of the children molested by that new partner? Yes. Have any of the children ever been molested by that new partner ever committed suicide? Because they were molested by that new partner and felt like they didn't have anybody to talk to? Yes. How much do divorces cost? How much would it be worth not to have one of your children molested? How much would it be worth not to have them commit suicide because they feel like they have no place to go? And if people who get so toe up from the flow up by drugs or alcohol or whatever realized that that was the ultimate price they were going to have to pay, they would get control over it. But you have to show them how much it's going to cost if they don't get it under control. She said, oh, now I get it. Yes. And I said, you said you're the best at this. You said there's nobody else that has the stick rate and the results that you have. Are you the best? Oh, I'm the best. I said, I thought you said you love these people. She said, I do. I said, then why would you let them come to you, the person who has the best answers for them, and then not sell them something but let them go out into the marketplace and pay $30,000 for a rehab center or $25,000 for this, that, that or the third when they could pay you $6,000 and they could have victory for the first time in their adult life? She said, I never thought of it that way. I know, that's why you paid me so you can think of it that way. So anyway, so I showed her the cost of them not getting the result and then she showed them the cost and they came to her thanking her in tears, paid her and their lives have been changed forever.

Yeah, I want to make sure everyone caught that because I think what people miss a lot of times is they think I'm selling a course, the course is worth $1,000. I'm selling a mastermind, mastermind's worth this. And you're saying it's not the tangible thing. The benefit of what, what comes from that thing, the fruits of it.

Right.

Because that's the shift, right? Like me getting you to spend $25,000 and come to Boise, Idaho for a mastermind that, you know, to come here and you can buy a hotel room. It wasn't the $25,000 got through mastermind costs, right?

It's, it's the transformation that happens as a result of the transaction. Too many people who are selling things are seeking the transaction. And if they obsess over the transformation of their potential client more than they obsess over the transaction, That's when the game changes. Yeah. So fascinating.

So it comes down to the steps. Like, first off is figuring out exactly what's the problem you solve, then figure out how much it costs if they don't solve it.

And then so let's say the problem is going to cost them $10,000 if they don't solve it. I feel very comfortable charging them $1,000 for that because now that— because if I said to you, Russell, I'll tell you what, If you give me a dollar, I'll give you $10. Would you take that deal? Yep. Well, who— only an idiot would say no to that, right? Okay, tell you what, you give me $10, I'll give you $100. Would you take that deal? Yep. You give me $100, I'll give you $1,000. You probably don't want that one.

I'm taking it.

You take it. I mean, you give me $1,000, I give you $10,000.

Still, you want it?

Still in. What if I said you give me $10,000, I give you $100,000? You still want it? Yeah. What if I said you give me $100,000, I give you a million? What would you say to that? Yes. Do it. What if I said I'm only going to do one? Which one would you want? The first one or the last one or one in the middle? The last one. Why? The last one's the most expensive, but you still said the last one. Why? Because you understand now how to think like a person seeking a transformation and not a person seeking to have a transaction. Because you realize that you're thinking about how much it's worth more than you're thinking about how much it costs. The cost is irrelevant. The cost is just the cost. There's a cost to say yes. There's a cost to say no. Which one costs more? So my formula for calculating how much I should charge somebody for something is if I can help them 10x their return on investment in 12 months or less, my price is not too high. Now it doesn't have to be 10x, it could be 2x, it could be 3x, it could be 5x, it could be 20x, it could be 500x. But for me, what I feel comfortable with, I feel like if I can help somebody have a 10x return on their money inside 12 months, I've not charged them too much. So fast forward last year, the same woman, Annie Grace, she bought a $350,000 coaching program from me. And I just recently spoke at her event in Tampa, Florida, and helped her figure out a premium offer that's going to change not just her business, but change the world. And she did $1 million in revenue in a day for the same. So, so people like, how can you charge somebody $350,000 to spend a day with you? Um, because I understand that making $3.5 million in 12 months, understanding the stuff that I'm going to share with them, it's a cakewalk. So it— but, but I wouldn't sell that to everybody because everybody doesn't have the ability to solve a $3.5 million problem for the marketplace. But she does.

Yeah. I'm turning back like when I first got started in this business, because the very first thing I sold was, as you know, a DVD teaching people how to make potato guns. And that— you said there's not a big market for that. People aren't going to spend $100,000 or $5,000 or even $100 for a DVD, right? But I did that and I learned the process. And from that little business, my first business had success. It was making like $5,000 a month or something when it was running before Google shut me down. I was like, this is amazing. This is amazing, right? And I remember one of my friends actually invited me to speak at his event. And I never spoke in a marketing— I never taught marketing. It wasn't my— that was not my plan. My plan was make potato guns the rest of my life. That was the big idea. Potato gun manufacturer. So we're doing these, we're doing this. So I go to this event and I show up and I'm wearing a shirt and tie, my glasses, my shaved head, because I thought business people had to wear shirt and ties. And I come and I just taught my process. Here's step 1 or step 2. And I showed exactly what I did. I showed my little funnel of my potato gun. I explained all different pieces of it. I still have that video somewhere. We should like relaunch on YouTube. Like, Here's, here's 21-year-old Russell, first time ever teaching potato gun secrets. Anyway, but that was the very first thing. But I was teaching to business owners who now had a problem and it was deeper for them and they saw that. And I remember afterwards people were like, this is amazing. Like, I want a business that's making me $5,000 a month on the side. And all of a sudden I'm like, well, what would you pay for that? Right? And it was interesting.

And I—

but it didn't click for me still. I still like I'm a potato gun selling guy. I didn't think about that. And when the event got done, they gave me a DVD of that presentation and I was like, oh, so I put it online and I started selling a few of them and people were buying it and it was just kind of this cool thing. And I remember I joined a mastermind group with Matt Fury, who he was the wrestling guy, right? So I was like, I'm a wrestler. So I like, I connected with him mentally. I'm like, I love this guy. And I was selling potato gun DVDs. He was selling like old Farmer Burns wrestling courses, you know? So I joined his mastermind group and I remember this is before webinars, before Zoom, it was all in teleseminars, which we've talked about teleseminars a lot before. But I jump on this teleseminar for my very first coaching call. And I remember, I don't know how many people are in the room, but he's talking for a little while and then he has hot seat. So the first guy comes up. I still remember the guy's Brooks Kubik. I ended up buying all Brooks' stuff. One of my favorite people. And Brooks is like in the weightlifting market, like he lifts weights. He has a book called Dinosaur Strength Training and these DVDs. And like, and so Brooks is on like, hey, Matt, what would you do if like for me to like take my business to the next level? And, you know, he's like, I got a $20 book and a $50 DVD teaching weightlifting. And I've got, you know, however many, 10,000 customers. And Matt's like, well, you know what you should do? I bet you there's a percentage of those customers who would think it was really cool to come to your house and actually lift weights with you. You should put an offer out to your list, charge $5,000 for them to come to your house, and you'll get 10 of them to show up and you make $50 grand. And Brooke's like, that's amazing. I'm going to do it. And I was like, huh? And then the next person got on, I think they were an artist if I remember right. And same kind of thing. I've got a product, I got this. What should I do, Matt? And Matt's like, you know what you should do? I bet some of your students like to come to your house and do art with you. You should charge $5,000, have them come to your house with you.. And that person's like, oh, I'm gonna do it. And then the third person came on, same advice. After 3 times in a row, I was like, you know what I should do? I should have people come to my house and I'll show them how I'm doing my potato gun business. Right? And so I sent an email out to this little list I had of people who bought the DVD. I was like, hey, you saw the DVD, right? How many guys like to come to my house and I'm gonna show you guys how we actually— and sent, you know, word for word. I sent out like that night after the thing went out and I put it, I remember I set up a PayPal button. That's all it was. PayPal button, $5,000. I sent a link to this PayPal button. And I sent it out and next morning I woke up and nothing happened. I was like, oh man, that Matt Fury scammed me. And then sure enough, like 3 or 4 o'clock in the afternoon, I'm sitting there working on whatever and all of a sudden there's a ding ding. I look over and my PayPal account hit $5,000. Someone bought it. I was like, someone made me $5,000 for me to teach them how to make a potato gun business. And I was like, I didn't know what to do, you know? And then like the next day, 10, 11 o'clock in the morning, boom, second one came through. I was like, I have 2 people who just sent me $5,000 to do a thing. And then I had a third. So 3 came through and I was just like, okay, so I made like $15,000. Like, that's more money than I made my entire paintball gun business up to that point, that fast. And then I was like freaking out because I'm like, I don't know how to run an event or I don't know what to do. I've never done this before. And so I'm kind of freaking out. And so I like rented this hotel room just actually down the street from here. And then I remember thinking like, if I had to pay $5,000 to learn from this guy and if I showed up and it was just me and 2 other people, I'd be like, am I in the wrong room? So I call all my friends, my family members, I'm like, you guys wanna come out and like, I have some people who paid $5,000 to learn this stuff. You guys wanna come and learn too? Like, you're invited, just don't tell them you didn't pay 'cause I need to make sure there's some people in the room. And so my friends, my dad came, my family members, and we did this little event with like 30 people. And for 3 days I taught this process and it was the coolest thing in the world. They loved it, everyone loved it. I recorded it all. And that's like the way I got started the very first time was just like, I put the offer out there, not thinking anyone would buy, and 3 people bought. And then I was like, now I'm in business. Now I'm like, I'm now officially a business coach, you know? And it started the wheels. And I was just like, this is crazy that like, that people would pay me for that. But like we talked about, it's like I've shown them how I was building a $5,000 a month business for them to pay $5,000, learn to make $5,000 a month. That's 1/10, you know, if they do it over 10 months, like it's a no-brainer at that point. So it's like you said, creating something where the, where the value is there, where it's not— it seems inexpensive, right? Exactly. It doesn't seem—

it doesn't seem expensive. Yeah, the value is worth way more than the cost.

Yeah. So I'm curious for you then, as you kind of started getting back into this business, doing stuff, like, do you remember what was the first big offer that you personally did that was like the one that kind of started shifting things for you?

Yeah. Remember I told you about the $25,000 program that Annie Grace bought? Yeah. When I first offered that, in, I think, 2005, that was my $3,000 offer. Same exact content. Just, I think a lot of times what we think is we think that the price is only determined by the value of the offer, but the price is determined by the value of the offer times the value of the audience. And so I was teaching people who were in multi-level marketing how to make money in the seminar business, and they had enough money to pay $3,000 or $4,000 or $5,000 or $7,000. When I started teaching people who had like significant multimillion-dollar businesses, this is how you monetize standing on stage and selling to an audience. Like the amount of money that, like, I don't sell that course by itself anymore. I sell it in a mastermind that's like 55 grand. And we have probably 130, 140 people in that program. And it's $55,000 per year. We have people who've been in it for 3, 4 years. And so. And that's just one of the things we teach. But, but the idea that that little $3,000— I was, I created the price at $3,000 because I knew nobody was going to pay me that amount of money. And when I stopped selling it by itself, I was selling it for $30,000. And that—

it's just, it's mind-blowing.

It's crazy. Yeah. Yeah.

That was the first one. So exciting. Okay. My next question then, again, this is for beginners who are just getting started because maybe they're like, okay, I see how I could do this. I see I can solve a problem. I can become really good at it. I can put together an offer. The next question is like, how do you get this out to people? You know what I mean? Like, especially if you're brand new, it's like, I don't have an audience. I don't have a list yet. I don't have any following. Like, and it's funny because most people are like, it's easy for you because you have a following. I'm like, well, I didn't when I started. Like, and neither did I. Yeah. So how do you, like, how do you get the wheels spinning?

So you actually start something. I remember when I launched my very first website, very first one, um, I told you I bought a course by Corey Rudl and I literally, I went to my little brother because he's the only person I knew who knew how to build a website. Like, this was back in the days where you had to use Microsoft FrontPage. I remember wonky as it was. Build a website. And so, so I went to my brother, I'm like, Dwayne, like, there's this kid who makes $400,000 a year teaching people how to play the piano by ear on the internet. And like, exactly, Jermaine Griggs. I'm like, I'm like, dude, I know how to do all this marketing stuff, but I don't know how to build a website. If we partner together, we can make all this money. And so my brother's experience with making websites was he built websites for business owners who are very, very little small business owners who took him— they took forever to get him the content for the website. They always wanted stuff changed. They didn't want to pay him for the changes. So to him, building a website was a headache. So he didn't want to have anything to do with this whole idea of mine. He thought I was like way out in left field. And I kept, "Dude, let's do this." He says, "Look, man." He said, "You want to learn how to build a website? Do what I did. Go to the church library. There's these videos in there. Professor teaches Microsoft FrontPage." and build the website yourself. Now I'm really confused. Number one, why is my little brother talking to me? That's the first thing I was a little irritated by. Second thing I was irritated by was, and just confused by, why do we have videos in the church library about how to build a website? I was so confused. I'm like, okay.

The next day I went and got— Next to the Bible section, it's like, yeah, websites.

Right. So I went and got my professor teaches, and it was a whole series. He teaches Excel, he teaches FrontPage, he teaches PowerPoint. But I said, Professor teaches Microsoft FrontPage. And so I started going through it and they have— there was all this language that didn't make any sense. You have to build an index.html file. I'm like, I don't even know what that is. Like, where do you, where do you find the definitions for all the stuff that everybody acts like everybody should know what it is? Anyway, it took me 30 days to build that website and it was for a 4-cassette tape program called Bigger, Better, Faster Network Marketing. And I sold it for $67. And sometimes I would do a combo offer with another product that I created for my accountant, and I'd sell both of them together for $97. And so I built my website, and I decided before I built the website, if I can make $400 my first month, this is gonna be game over. If I can make $700, I will be the king of internet marketing. Now, and I did make $400, and I didn't make $700. I did $6,700. My first month as an unknown beginner entrepreneur. Where'd the people come from? Somebody has your audience. You don't need an audience. You need access to someone who has an audience. And so there was this guy named Jeff. He had a, he had a teleseminar conference call every Tuesday night. He asked me to come on and speak on his conference call, and he let me make them an offer. He didn't even want an affiliate commission. So I went on, I taught this really cool stuff about multi-level marketing because this whole group was multi-level marketing people. I made the offer for my package for $97. $5,700 of the $6,700 came in in 24 hours after I did that call. I was like, what? What just happened? I'm so confused right now. So I said, okay, conference call. I'm going to start a conference call. I'm going to do a conference call every week, right? So I started a conference call every Monday night. Jess was on Tuesday night. I don't want to compete with him. He helped me. I'm like, I'll start a Monday night conference call. And I did a conference call every Monday night for years at 9 PM called The Hour to Empower. And I would just teach content 3 weeks out of the month, and then 1 week I'd make an offer. So, but I thought the first month, $6,700, that had to be a fluke.

There's no way this happens.

Right. Yeah, I, I completely maxed out my whole audience forever, right? But the next month we did $5,100. I'm like, yeah, it's still a fluke. The next month it was like $6,800. What is this? You mean there's this much money in this computer right now and it's been there all along and I didn't know it? And by December, that was May. The first month was May. Oh no, the first month was June of 2005. By December of 2005, I had my first $10,000 month. I'm like, what is this? I was a beginner. I had no audience. I was Myron the Owl. And people say, what's Myron the Owl? Like when somebody said Myron Golden, they said Myron who? Right? Right? So I was Myron the Owl. Nobody knew who I was. I had no list. I had no following. I had no reputation. I had no YouTube channel. I had no Instagram following. There was no Instagram YouTube back then, but I had nothing. I just knew people who had audiences and I figured out a way because they felt like the things that I had to offer were valuable to their audience. They would put me in front of their audience and then their audience, part of their audience became my audience. And the next thing you knew, I had people to talk to.

Yeah. So cool. I think it's first off, Meyer and Hooft. That's amazing. It's interesting cuz I look at like how I launch businesses today, new, new businesses, new brands we go into. Cuz most people, they do now, especially nowadays, they, I'm gonna run Facebook ads or I'm gonna, you know, like that's the default, which especially if you're beginners, hard cuz it's like, I, when we're on challenges, we're spending, you know, $3 to $5 to $10 per lead. If you're a beginner, you're not going to be able to charge, you're not going to be able to spend that. Like it doesn't work. So what we're doing, even in businesses that, that we do have some money, but I don't want to, I don't want to front load the cash up front. Right. What I do, this is the simplest thing. I grab my phone and I open up iTunes. I go to the podcast directory. I find my, my categories like business or health or whatever it is, relationships. You go there and then iTunes will show you the top 200 shows in your space.

Wow.

And so all you do is then you go to the shows and every single one of the shows, Yes, it's the easiest free. It's the most easy free traffic. And then the key is like you can't just go with like, hey, you put me on your podcast because I can do it. Like you went to your dude and you had a hook, right? You had a different angle, something unique that you could bring his audience. And so you had to figure out what's the thing. Again, you come back to like, what's the problem you're really good at solving? Like the best in the world. And you find your category. If you're the best in solving that specific problem, like if I, if I was going to relaunch my business today, I would go to the top 100 business podcasts, top 200, message everyone like, hey, my name is Russell Brunson. I'm the best on the planet at doing funnels. I'd love to come do a free training on your podcast teaching how you people can use funnels. And if I, if I message the top 200 people in iTunes, if I get 10 to say yes, that's a million-dollar business right there. That's it, right? Absolutely. We have the same thing with— we have a personality profiling company we're launching called Understand.me. And so the same thing is like, well, how do we get traffic? I'm like, well, the niche, the guru in our space is Mandy. Mandy's like, she's really good at this thing, like personality profiling. But so we go to personal development and there's a million personal development podcasts, but her angle is like, hey, Hey, here's how to take personality profiles to understand yourself better and understand the people you love. That hook, now every single person is going to say yes. So we literally had this talk 2 days ago. Next week we're going through hitting the top 200 podcasts. We get 10 people say yes, 10 audiences she's in front of, that changes the game overnight. Without paying for a single ad. So same thing. It's like figuring out who's already got the audience. You are really good at solving a problem that's unique to you that no one else has. And you come in there and you pitch yourself like, hey, I can be on your show and I can share this thing. Like, that's—

it's game changer that fast. Yeah, it's game changer. It's so interesting that people think that you have to have all of the resources. You just have to be resourceful enough to tap into the resources. It doesn't have to be about you. In fact, it never really is about you anyway. Yeah.

Yeah. This episode is brought to you by Nordstrom. Spring calls for a wardrobe refresh, and Nordstrom has the best styles of the season. From dresses and denim to standout tops and accessories, Find the trends and essentials that feel right for you. Discover new arrivals from brands you love like WAIF, Princess Polly, Mango, Adidas, and Free People. Plus, free shipping and returns and freestyling appointments make everything so easy. Shop in stores at nordstrom.com or download the Nordstrom app.

Have you heard the Kenneth Cole story about resources versus resourcefulness?

No.

It's one of my favorite stories. It's actually on their website. If you go to kennethcole.com. So Kenneth Cole wanted to start a shoe company, right? And he makes his shoes and he goes to like the big shoe. It's downtown New York or something. The big shoe thing where everyone brings their shoes. So he's going to go show shoes. He goes in there and they're like, well, who are you? You don't have a booth. You can't have shoes here. It's like, but I need a booth. Like, sorry, I'm a booth. So most people would have quit right then. Like, I don't know if I'm going to leave. But he didn't have the resources, but he's resourceful. So he went outside and he's like, okay, I'm going to do is I'm going to, I'm going to get a van and park it out front. I'm going to put my shoes in it. And so he goes and buys a van, parks it up front. And within like 15 minutes, cops come in like, You can't park here. He's like, why not? Like, you don't have a license. Like, how do I get licensed? He's like, I don't know, you go talk to the city. So he pulls the van away. And again, right then most people would stop. But he's like, I don't have the resources, but I'm resourceful. So he goes down to the city. He's like, hey, I need to get a license to be able to have a van out in front of the convention center. And they're like, you can't get a license. Like, why not? It's like, the only people we have license to are people who are doing movies. He's like, oh, so if I was doing a movie, then you would let me in? He's like, yeah. So he's like, okay. So he leaves the place. And again, most people stop right there. He walked across the street, found like a Kinko's or something, and he got a business card printed called Kenneth Cole Productions. And he walked back and he said, hey, I'm from Kenneth Cole Productions. I'm filming a movie called The Making of a Shoe, and I need to get a license so I can, I can get a thing outside. And so they gave him a license. He drives out front, he opens up the van, puts all his shoes out there, and then he, he, he finds some cops and tells them. So the cops like, like wall off a section around him. And then he finds some people and he can't afford videotapes, but he rents some cameras. So people holding cameras that don't have film in it. Walking around this whole thing and launches a shoe company there. And to this day, his company is still called Kenneth Cole Productions because that's the story behind it. Isn't that crazy? So he never had— he didn't have the resources, but he was resourceful. And you think about how many steps along the way people would have quit. They would have quit. They would have quit. Like, I don't have traffic. I don't have an offer. I don't have an idea. I don't have a problem I can solve. It's like, stop, stop stopping. Like, keep moving. Like, keep going forward. Like, just find the things. If you keep doing that, if you're aggressive with it, you keep doing it, like, the ways will open. I feel like the world or God or whoever you want to call is like waiting to see if you— like, how bad do you actually you want it. And if you're willing to keep doing it and keep stepping forward, the, the answers will show up. It's like we're talking about thinking, and most people, I don't know the answer, they stop. Like, don't stop. Like, just keep thinking and thinking. If you do that, you show that you're, that you're sincere in your pursuit of it, the answer will show up.

It always does for me. Wow. It's, it's, it's amazing. One of the things I've noticed about the difference between people who are hyper successful and the people who live on the struggle bus is this: people who are hyper successful are more aware of their leverage than they are their limitations. People who live on the struggle bus are more aware of their limitations than they are of their leverage. Both have limitations. Both have leverage. They're just tapped into two totally different sides of the same coin. Hmm.

That's crazy. So for someone who is in that spot where their whole life they haven't been aware of that, like, how do you— how do you become aware of it? Do you think what's the— what's the trick for someone who's watching?

I don't know that there is a trick. I think— I think you have to allow yourself to sit in a situation that's so painful you must change. Like, I cannot, will not live like this anymore. You have to reach the point of no return or no rewards. Now I know, what does that even mean? So this is a— so I don't know if you've ever taken flying lessons, but flying lessons are amazing. It's like flying lessons, flying an airplane, flying an airplane, okay, will teach you so much about life. That it's not even funny. Like, all the lessons that are in there are almost immeasurable. So an airplane has to be going about 140 miles an hour to take off, right? So when you go down a runway and you're going, you're picking up ground speed to get to the point where the plane will take off, you reach a point on the runway where you're so far down the runway that you can't stop without crashing into whatever's at the end of the runway, or you have to take off. So it's— they call that the point of no return. But I don't call it the point of no return. I call it the point of no return or the point of no rewards. And here's why. Because the point of no return is only the point of no return if when you get to that spot, you're going fast enough that you can't turn around. And so the reason most people struggle their way through life is because they ooch their way up to the point of no return. But it's not the point of no return for them because they're not going fast enough to take off anyway. So they can retreat and go back and start over and they keep getting close. Ooching up. No, today's not the day. I'm going to take off. And they go back to the starting line. And then, uh, no, today's not the day. You have to be going so fast. You have to be so committed to your outcome that when you reach that point, it's either we're going to fly today or we're going to crash and burn, but we can't go back. Most people are unwilling to put themselves in a situation where they can't go back.

That's so cool. Um, that's fascinating. I think about a lot of times with people I watch who come into this world, especially the ones who are the rabid learners, right? They listen to every podcast, every video, every everything. They come to all the events, they do stuff. And like, awesome.

Like, how long you do this?

Like, oh, I've been just 5 years, I love it. I'm like, well, show me your offer, show me your funnel, show me whatever it is. Like, well, I'm still working on it. I'm like, 5 years you've been working on it? And I had this realization, um, probably a year, 2 and a half years ago or something like that, that I was like, for some people, like, this is their dream, this is their vision thing they want, right? And their fear is not that they're going to fail. The fear is like, if I try and I— and it doesn't work, then my dream will die. And so because of that, they stay in this zone where they're just learning and studying and like trying to understand it, and they're too scared to do it because if— because if— yeah, they don't— they just don't want their dream to die. So because they wouldn't— they're— they win— like, they're more willing to not even try. Um, I think that's just such an interesting thing, like, versus the opposite. It's like, that dream is just a dream until you— until you do take off. Yeah. And if it does, if it doesn't work, like what I found, and I'm sure, and maybe you have a similar experience, like when I'm pursuing something and I, and I jump, it's rare that like the dream that I think I'm chasing is the dream that I end up with, right? 1000%. Like, I didn't think I was going to be doing ClickFunnels or any of the things. Like, I think I was going to be speaking or on— like, I'm this awkward, shy kid who never had— that wasn't my desire. My desire was like I was moving towards this thing and the dream kept shifting and changing. Eventually it's like, whoa, I'm in this really cool place. It's way better than I ever dreamt of. But like, it's the pursuit of it. It's like the being willing, like you said, just to take that and go that causes it and not being afraid of like the dream dying because that's how you actually realize the dream, live it.

Yeah. The beautiful thing about like going fast enough to take off when you get to the point of no return, when you take off, it turns you into a totally different person than you were when you kept up to it because now you don't just believe you can fly. You know you can. And so many people protect themselves from that because they're so afraid and have so much anxiety around what if it doesn't work. I've got good news for you. Here's the answer to what if it doesn't work. It's already not working. So if it doesn't work, nothing changes. But at least if you do it, there's a chance things could change for the better.

Yeah, I think about that. People like they're scared to try because they think that if they failed, then they're a failure. And it's like, understand, it's like, no, if you fail, you're not a failure.

Like, failure is—

if you're a failure, you're a researcher.

100%.

Failure is like the best data-rich source of info we have. Like, I feel like I cheated in this whole world because like my upbringing was wrestling. So wrestling's an interesting sport because like you step out there, it's you and someone else, nobody else out there. And the number of undefeated wrestlers have ever walked this planet very few, if any, right? Like, I lost a lot, and I'm losing like in a singlet out in front of a huge— it's, it's hard. And like, but like, because I lost so many times, like, I got used— I started realizing, like, if I lose, I'm not a loser. If I fail, I'm not a failure. Like, it was a data point. Like, I'd wrestle somebody and I lose, and then that night my dad and I'd be watching the film and looking at it, analyzing. And we come back the next day, we make the tweaks and adjustments, and then I would beat that person 2 weeks later, the next tournament, you know? And I started realizing, like, okay, I need to do the things so I can fail quickly so I can adjust. So look at my world. Like, even now, like, we launch more funnels than probably anyone. You asked me earlier, you work 8 hours a day? I'm like, yeah, because I love this game. Like, it's so much fun. But we launch funnels all the time. And what people understand, they think like, oh, Russell launches a funnel and it works. It's like, no, no, I launch funnels quickly because I want to find out what the mistakes are. We throw it out there, we watch the data, and within like 24 hours I'm like, most of our funnels do not work out of the gate. Just so you guys are fully aware, they don't work. The numbers, the metrics, nothing's working. It's like, oh, but then we get the data back and now we know how to adjust. Like, we try to create the best thing based on the information we have at the time, throw it out there in the world— oops— throw it out there in the world, see what happens, and then come back and make the adjustments and try again, try again, try again. And And now, like, our, you know, from, from initial launch to success is faster because we've done it so many times. But you have to understand, like, that's the model. The model is not like, oh, if I fail, I'm a failure. It's like, no, go quickly fail so you get the data back so you can make the adjustments, so you can succeed. Like, that's the shift I think so many people are missing, especially beginners. Like, they're so scared. Like, no, just go and do it. And then based on that, all the data will come back. You know how to shift and make the changes you got to make.

There are things that you— there are lessons that you can only learn by doing the thing. That you're learning. Yeah, you can't learn it by reading about it in a book. As somebody wrote in a book, you cannot teach a kid to ride a bike at a seminar. You got to get on the bike.

Yeah, yeah, put on the bike and push them out there.

Exactly.

So fast they're gonna fall, but they'll get up. Yeah, dude, thanks for, uh, being on this again. I think hopefully, uh, this was awesome for all you guys, especially those who are beginning, who are trying to figure these things out and like getting past a lot of those psychological barriers we have and understanding like this is not rocket science. It's like figuring out a problem that you can solve becoming great at it, creating an offer based on it.

Yeah, it's— I think the best advice I can give to beginners is never assign a level of difficulty to an endeavor before you even do something about it, before you engage in the activity. The only place that anything is ever really hard is is in your head before you do it. People say, well, this is hard. Well, everything's hard if you don't know how to do it. And so what happens is if we approach it from the standpoint that it's difficult, then we will practice it with the belief that it's difficult, and then we will prove to ourselves that we're right. If it's difficult, it's not stronger than you, it's not bigger than you, it's not better than you. It doesn't matter if you're 6, 16, or 65. When you landed on this planet, you couldn't walk, you couldn't talk, you couldn't ride a bike, you couldn't use a phone, you couldn't use a computer, you couldn't hold a fork in your hand, you couldn't hold your head still. All you have to do— if you're watching me right now on YouTube— all you have to do to know that you can succeed is this: look in the rearview mirror of your life, look at all of the things that you have learned, take inventory of them. If nothing else, that will show you there's nothing you can't learn.

Thanks for being here, for sharing your time and your wisdom with everybody. Always a pleasure.

So awesome. And we can do this every month if you want to.

Let's do this. Who wants a membership? Me and Myron just talking about cool stuff. Let us know in the comments down below. And how much do they pay for that? Just make an offer right now.

Yeah.

For $1 billion a week.

Yeah.

There you go. Now, I'm super grateful for you. It's been so much fun. And, you know, you're someone who's been around in my little universe now for a decade and we get to see each other 3 or 4 times a year at all these events. It's always good. It's just so much fun to see you and, and just watch what you're doing. And I watch what you do from afar all the time. I'm watching every event, every chat. Like, I'm just like, it's just so much fun to watch you perform and see the people you're serving at such a high level. And, you know, a lot of people I've worked with and I've seen, you know, go start work with you and start to make— like Annie doing her million-dollar offer, which is crazy. And like, It's just, it's amazing. So grateful for you, man, as always. And, um, for any of you guys who are— who want more Myron, we'll put a link down below to follow Myron's channel. Some of the best stuff are, uh, your video series on Bible Successors, which I love. Thank you. Um, makes it— it makes studying the Bible, lights it up, turns it into a whole different experience, which is awesome. So thanks, man, for being here.

My pleasure. And, uh, we'll do it again soon. We'll do it again. Thanks, everybody. See you guys.