Entrepreneurial Mastery: Q&A Session from the “One Funnel Away Challenge”

What's up everybody? This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. Alright, we started doing something really, really cool that first off, you need to be part of, and if you're not part of it, I wanna plug you into it because it's just too good to miss. So we recently relaunched the One Funnel Away Challenge. Those who have been in my world or my community for a long time, you know that this has been a program, our flagship program now for, man, 5+ years. We first launched it, it was $100 to join, 30-day coaching program, it was amazing, and then it's, I think we've refilmed like 4 or 5 times over the years, just new updates, new tweaks, trying to make it better and better and better for people, and it keeps getting better and better and better. And over the last 4 or 5 years, I think we've had like 170,000 people have paid the $100 to be part of the challenge, which is insane, and cool, and exciting. So thank you all for being part of it, if you were part of it in the past. But something new's happened with ClickFunnels. I don't know if you have been watching or noticing, but we are starting to do a lot more stuff in the e-commerce space and having a ton of success with it. It's fun, and as I was talking I was talking to the person in our community who's had the most success with e-commerce funnels, aka Mr. Trey Lewellen. I messaged Trey, or actually he messaged me initially and was like, hey, how can I give back to this community? And I was like, what if we redid the One Funnel Away Challenge? What if we made it simpler? What if we, 'cause in the past I've always tried to do it where it's like, I'm trying to convince people, here's a funnel type and here's how if you're e-com you can make it work, if you're expert you can make it work, but it's always like trying to like mush these things together into like, some, like, I shoulda like, you know, it's like jamming a round peg in a square hole, right? It's like, yes, but tweak it a little bit for this, and it was always hard to train. So I was like, what if we did two versions? People can come in and they can pick which one they want, and if they're into e-commerce, they can do e-commerce, and expert, expert, that way you get Trey, who's the greatest e-com funnel builder on the planet, he's teaching how to do e-commerce ones, and you have me, who, I don't wanna say that I'm the greatest trainer of experts and info product people on the planet, but you know. You know, sounds like I just said it. Alright, I'll give myself credit for that. I don't know if it's true or not, but I definitely am the person who's most passionate about it, I think. And so basically what happened is Trey built a 10-day e-commerce One Funnel Away Challenge, I built a 10-day expert One Funnel Away Challenge, and it's amazing. And right now if you go to onefunnelaway.com, you can literally get it for $100, and it gives you 3 months of ClickFunnels for free, which is insane. If you're already a ClickFunnels member, it means you already got it. You just gotta log in the members area and it's there. So the challenge is cool, but then what's even cooler is Trey was like, dude, we can't just do a challenge and leave people alone. Let's do live calls with them every single week. And at first I was like, but I don't wanna do live calls every single week. And then Trey twisted my arm, and so we've committed at least the next 90 days to do a call every week. And Trey's like, he told me, he's like, I'm doing this for as long as you're willing to do it. So right now we're doing it, we're competing, we're having fun. Anyway, so basically every single week I do a live Q&A call and Trey does a live Q&A call. He's doing it with the e-com people, I'm doing the expert people, and I thought, wouldn't it be cool for me just, you know, on this podcast each week to pull some of the Q&As so you guys can listen to some of them? We've done it now for 2 weeks and the questions have been so good and the answers have been amazing and just, I want everybody in our community listening in on these 'cause they're really, really powerful and good and so many things we're addressing and different angles and just different than a traditional podcast. Traditional podcasts, I'm like, here's a direction and I run with it. This is like, You're getting 5 or 6 different questions and answers in a day and they're amazing. So number 1 is go get your questions answered. Go into the One Funnel Away Challenge. Again, if you're an active ClickFunnels member, just log in the members area and boom, the call schedule's there, you can go register, be part of it. And if you're not an active ClickFunnels member yet, first off, you're crazy, you must hate money, only logical explanation. Number 2 is go get signed up. Again, it's $100 and you get 3 months of ClickFunnels for free. You just gotta go to onefunnelaway.com. Anyway, with that said, there's a big preface to let you know that I'm gonna start posting some of the Q&A sessions here that are good, so that's what this episode is. This is the very first kickoff of the One Funnel Away Challenge Q&A sessions. It starts with Dante, who's kind of the co-host, or he's the host that kind of runs these. He gave me a really long introduction, but there's some cool things in the introduction, so I'm gonna leave it in. So you hear Dante give the introduction, and then we do some Q&As. I give some, I drop some, I try to drop some bombs at the very beginning, some knowledge bombs, hopefully some things that'll help you along the journey. And then number 2, then we switch over and do Q&A, and I hope you enjoy it. So with that said, this is the first ever One Funnel Away Q&A episode of the Marketing Secrets Podcast. 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.

Good morning, good evening, good afternoon, ClickFunnels family. It depends on where you're watching from today, but we are so glad to be with you. My name is Dante Torelli, and I'm going to be your host and your coach for the One Funnel Away Challenge. I've been working at ClickFunnels for just under 7 years, and I've been coaching our challengers for a majority of that. Over my time, I've seen everything, literally, from the self-cure for foot fungus to selling airplanes, Bigfoot tours to socks with tacos on them, high volume, low profit to low volume, high profit, camping to glamping and everything in between. When I first found ClickFunnels 7 years ago, gang, I was technologically incompetent. I know I say it in a funny way, like, hahaha, Dante, you're so funny. No, truly, I was technologically incompetent. I couldn't even save browser bookmarks. Hyperlinking text? Not a chance. If I downloaded somebody's lead magnet off the internet, I had to call my brother across the country and say, where is this file on my computer? I also wasn't knowledgeable about business and marketing. It's not because I was lazy. See, I was attending all the boring conferences where a dude in a wrinkly tie gets up on stage and says, today we're going to talk about your customers. How many customers do you have in your business? I was trying to learn. I was trying to find the information, but it just wasn't resonating with me until I found Russell. The way he said things made so much more sense. It resonated with me like never before. And the best decision I have ever made in my life was to say yes to Russell. Funnels and his teachings have transformed every aspect of my life. Hey, we have tons of time to talk about my story over the next coming weeks, months, or years. This challenge, this next 90 days, is all about you, gang. The dreamers and the doers. The ones who not only have great ideas, but the courage to chase those ideas and make them reality. The square pegs in the round holes. Our funnel hackers. The ones who don't say, why can't I? But instead, How can I? And with us for this journey is the squarest of pegs in the roundest of holes, Mr. Russell Brunson. Now, before I bring Russell out, let me ask you a quick question. How many of us look at Russell like a spark? We may have seen Russell speaking at an event, or we may have found him on social media like I did. But before we found Russell, we never thought we would have a business or step into the world of entrepreneurialism. Absolutely not. We may have said things like, I know that's a world, but it's not the world I live in. And for you, Russell and his work over the last decade has ignited a fire inside of you that's changing not only your life, but your person as well. And if that's you, I'd love for you to put a 1 in the chat for me. But you may be the adverse. You may be the one who's had a fire lit inside of you your entire life. You may have always felt the pull to business ownership and entrepreneurialism. You have always been more than happy to work 80 hours a week and get paid last. And for you, Russell has been a catalyst fanning the flame. Russell has woken up morning after morning, day after day, constantly pushing himself so he can grow, constantly trying new things to innovate just so he can share it all with us and we can grow without having to suffer and cycle like he's had to. If you're that person, I'd love for you to put a 2 in the chat for me. When I wanted to become a business owner, do you think I went back to college and invested 4 years to learn these things? Absolutely not. I just did what so many before me have done and so many after will continue to do. I just did what Russell said and funnel hacked everything along the way. I implore you to do the same over these next 10 days. We do what Russell says, gang. We are thrilled to have you here with us in the Expert Track of the One Funnel Away Challenge. This next 10 days will be jam-packed with learning and implementation. And as we embark on this journey together, I want to remind you of a quote that serves me well over the years. Great captains don't come from great seas. There's always gigantic waves, there's always a windstorm, there's always a mountain, there's always a hurdle. That's the universe telling you, testing you. That's the universe testing you, gang. And you know what's going to happen at some point. You know that it's coming down the line. So let's mentally prepare for that. And when you see the wave coming at you, remember, great captains don't come from calm seas. And I promise you will be a great captain. Now, if you don't know Russell's story or how much impact he's had on the very world that we live in here today, allow me to Bob Ross a picture for you. Russell, like most 10-year-olds, was absolutely obsessed. Only Russell didn't obsess over dinosaurs or cars. He obsessed over direct mail campaigns. Do you remember running home from school to get to the mailbox so you could see if your new package or letter was delivered? Well, Russell did the same thing, except he ran to the mailbox to see the new direct mail campaigns that came in. Some moms have to deal with hockey sticks strewn everywhere. Poor Miss Brunson had to deal with direct mail scattered everywhere. I don't know about you guys, but if I'm betting on someone to grow up into a marketing legend, I'm putting my chips on the kid sitting in a pile of direct mail and watching infomercials on Saturday morning. From there, Russell went straight to implementing the things he'd been learning over the years. He was in college studying marketing and pursuing a championship as a wrestler. But that's not all that he was doing. He was putting to practice the information he'd acquired up till that point. Do you guys remember Russell's spam story where he heard his mentor say, for every one person on your list, you should expect a dollar a month? So Russell says, oh my gosh, that means all I need to do is get a list. And wouldn't you know it, he finds a company that just so happens to sell lists with over a million lit people on them. That company was called SpamFreeEmails.com. So Russell buys the list, hurries home, and tells his wife Colette, Colette, you can go quit your job. I just figured out the secret to $1 million. Colette, in all her wisdom, kind of chuckles and says, okay, sure, and heads off to work, leaving Russell to do his thing. From here, Russell starts scrambling to put together all the pieces he needs to connect and make this work. He buys the email address. He connects the email address to his software. He goes into the software to write the email. He gets the entire list uploaded after a couple tries because after Well, that's the first time we're uploading a list and we've never heard of a CSV file. So finally, after a couple of weeks, Russell gets everything connected and finalized and he sends out his first email. Now, back in those days, it wasn't the internet that we know today. You basically had to cut off everything to your entire house. You couldn't use any other phones. It was just dial-up internet. And Russell had been sending emails for just a few short hours when Collette had to make a phone call. So Russell says, no, no, no, no, no, Collette, we can't do that right now. I'm sending out the emails. We're making $1 million right now. But Colette wins, and Russell has to go under the desk and unplug the internet so that she can make her phone call. Well, as soon as he plugs the phone back in, it rings. Bump! He hits his head on the desk trying to answer the phone. He picks it up and says, "Hello?" On the other end of the line is his internet service provider, who is absolutely livid. He asks Russell, "Why are you sending out all these emails, and what are you doing?" So Russell says, "I'm just sending an email out to my email addresses." Man on the other end of the line says, well, where did you get those email addresses from? Russell says, no, no, no, no, this is fine. I got these emails from a website. It's called spamfreeemails.com. The internet service provider responds, sir, that is the exact definition of spam. Needless to say, Colette went into work that day as well, so Russell had to stop his sending and hope that his dial-up internet didn't get shut down. But He went back later and he looked at his stats. Something amazing happened. He was only able to sell to a very small portion of his list, but he saw a sale. And Russell sat there not focusing on the negatives, which were all around him swarming. He focused on the positives, which were much harder to see. He starts doing the math and he says, well, if this many people received the email and I got the email to go to the entire list, I would have made this much monies and I would have had this many sales. And that was a turning point. That is where Russell realized this is possible. I can do this. It wasn't just something someone said anymore. It was tangible. We could feel it. Russell had continued to do this over and over and over throughout his life and his career, from potato guns to becoming the world's highest paid speaker, to owning his own successful software company, constantly gaining knowledge and putting it to practice. I am so grateful for Russell's heart of service, for his determination to never stop regardless of how difficult things may get, for his unyielding commitment to us. I really want to impress upon you the life-changing opportunity that you are now a part of. We all know you could have had lunch with Russell at any time we wanted to. We also know the price tag that comes along with that. I want to help frame your mind so you can fully understand and embrace the opportunity that is in front of us today. Gang, Russell doesn't have to be here. Russell wants to be here. And every single Friday at 12:00 PM Eastern Standard Time, you're basically going to be having lunch with the Russell Brunson, where he's going to teach you how to take the things you are knowledgeable about, the things you are passionate about, and turn them into a business. So without further ado, let me bring out the man we are all here for today. I know you may not have been expecting it, but turn on your cameras and let me see you go crazy, gang, for our fearless leader, our Surveiller of information, author of the revolutionary books DotCom Secrets, Expert Secrets, Traffic Secrets, Unlock the Secrets, a New York Times bestselling author, the dreamer who saw the vision, the doer who made it a reality, the revolutionizer of so many industries, the one who answered his calling and created the ripple effect that has touched so many people around the world, the man we all know and love. Funnel hackers go crazy and join me in welcoming the expert's expert, the entrepreneur's entrepreneur, Mr. Russell Brunson.

Yeah, that is the greatest introduction in the history of all time. I'm like blushing over here.

When we have The Russell here, we're rolling out all the red carpets. Come on.

Oh man, Dante, thank you, man. You got like— we set the tone, we set the pace. You guys ready to have some fun today? If you are, I can see you all, so wave your hands at me. I want to see— I want to see y'all. Oh man, this is so exciting. Well, dude, I'm pumped for this. I'm excited. As you guys— as you're probably finding out now, a couple months ago we decided like We should, excuse me, we should redo the One Funnel Away Challenges, but with two different focuses. One on people who want to do e-com businesses and one that want to do expert businesses. And as you guys know, my passion, I'm obsessed with helping people in the expert business, right? I believe that my calling is to gather people who are gatherers of people, right? Every one of you guys have been called to serve a group of people and you are gathering them so you can serve them, you can change their lives. And my job is to gather the gatherers. And so I was like, I want to focus there.. And then I saw Trey at a mastermind and Trey was like, I want to give back to the community. What can I do? I was like, this is going to be the thing. And so we kind of planned it out, planned out the challenges. And then Trey was like, what if we went live every single week and just like change their lives and answer their questions and get them unstuck? I was like, dude, we don't even do that for like our high-end coaching programs. He's like, it doesn't matter. Let's blow their minds. And so we started doing that. So this is the first week and I heard Trey's call on Tuesday. He trades every Tuesday, right? Or Wednesday?

Tuesday. Correct. Tuesdays.

Every Tuesday. I heard Tuesday's call was insane. People were going crazy about it. And so now I just got to one-up what Trey did because I can't lose to Trey Llewellyn. Come on now. If I do, like, that's not going to make me look good. He's going to make like— he will never let me live it down. So, but anyway, I'm excited. This is the first time we're doing this and I'm sure it's going to morph and shift as we kind of do these things to make sure that we're, we're, we're kind of serving you guys at the highest level. But like Dante said, like, let's look like I want to look forward to Fridays. We all jump on here and Come up, come with your questions, come with your ideas. I'm going to try to like drop some gold and some ideas every single day for you guys. And then we'll open for some Q&As and then after that, Dante is going to take it back over. And if you guys don't know Dante yet, this was your first introduction. He's amazing. And one of like, it's funny when people go and they post reviews about ClickFunnels online, they typically think they're going to post reviews about ClickFunnels, but all the reviews are always like, Dante is the greatest teacher ever. Dante is the best. Like all the reviews are about Dante, not ClickFunnels. So if you love ClickFunnels, you're going to love Dante because he's like, the heart and soul over here doing some really cool stuff and excited to have him with you guys with these calls and the trainings. And you're in good hands with him. And man, he told my story better than I did. So I don't even know if I should even be here. I mean, I just want to hear Dante talk the whole time. Like, I'm kind of, you know, who knows? Anyway, so, so I was going to start for just a few minutes and just kind of share my ideas with you guys on a couple of things. And then we'll open up some Q&A more so just because I wanted to just kind of kick this off and kick it off in a way that I thought would be important, especially here in the expert track. Um, how— and I'm curious right now, how many of you guys, if you are here today, is like, you're at the beginning of this and you're just trying to figure things out? If you're like the beginning start phase, raise your hand. I want to see where we are there. Okay, cool. How many guys like, you've got a funnel live, it's making some sales, but you're trying to figure out how to like, how to grow it? How many of you guys are at that stage right now? Okay. And how many guys like, we got a business crushing it, but I want to go from like 2 Comma Club to 2 Comma Club X and beyond? Like, how many guys are there? Okay, we got, we got people all 3 stages, which is awesome. So what I want to start with, though, is just, I think the biggest thing that holds people back from having success. It's interesting. When I first got into this role and doing this stuff, I always thought my job was like, get people, here's the idea you got to go and run with, right? And so, like, again, I've written, I've written 3 books with every idea I possibly got. Like, I've made frameworks and ideas and like, and I give those people, but like, what's interesting when I actually have a chance to talk to people one-on-one, it's, uh, Dante's got them there too. Boom. If you don't have your box set, like, come on now. Like, everything I've ever said is in these books, like, distilled down to like their, their, the most basic frameworks. If you guys got these, if you don't have them, there we go. I saw someone, Andrew grabbed hers. Who else has grabbed? Uh, Sue Hill's got theirs. All right. You guys got this. So this is like, this is the doctrines. This is all the stuff you got to learn to really understand. Right. And then there's like the principles, how we implement these things specifically for your businesses. There you go. Holly's got her Expert Secrets. Thank you, guys. Andrew's got the Linchpin. Lucas has got Expert Secrets. But the thing I've noticed, it's like the hardest for people to do is not so much like the implementation of the ideas. Like, that's like the easier part. The harder part is like for people to believe that, like, they can do it. How many struggle with that? That's almost every time I open up the Q&A calls, almost every single time when we do this, like our bigger coaching groups, people like, how do you overcome imposter syndrome? Like that's always the one that most people struggle with. And most people have the harder thing, like the tactics and the techniques aren't really that difficult. It's like put up a page, okay, ClickFunnels easy. Like there's some pages and it's like, now you gotta make a video to sell. It's like, okay, I get on the camera and like, but the thing that like holds people back is not the tactic, the strategy or the tactic, it's usually the belief in themselves. And so I wanted to come here and just kind of kick this session and like this whole new, you know, us going live every week, helping you guys just like, helping us understand that, that I'm like, I don't know how to explain this, like how to make this more passionate. Like I'm on the other side with so many people who are like you guys who have gone through this process, who now are on the other side of it. And most of those people still struggle with imposter syndrome. That part doesn't go away. You do these things in spite of that. But the secret is like it's getting away from yourself and focusing on like who you've been called to serve. Like, who are you supposed to be helping? One of my favorite examples, a lot of you guys have probably heard me tell stories about Annie Grace, but Annie is in the alcohol addiction industry. She wrote a book called The Naked Mind. It's amazing. But she, she's someone who struggled with alcohol addiction herself. And then she, she tried the traditional ways to break it and couldn't do it. And she started learning about NLP and, and subconscious mind, all this kind of stuff. And she creates a whole book and this course and stuff to help people overcome that. Right. And now she's a New York Times bestselling author. She's been like This week she was like, she was on the Today Show and then she was on Good Morning America. She's like, she's all over the news everywhere. She's got millions of lives. She's changed lives. She's got people, you know, breaking the chains of alcohol addiction. She's like, saved families and marriages, all sorts of stuff. And when I talk to her one-on-one, she's still like, like, who am I to do this? Like, why was I the one called to do this thing? Like, it doesn't make any sense. And anytime you get to the spot where you're like, thinking like, why am I doing this? Like, what? Like, when you're pointing back to yourself, that's where you're going to struggle, right? If I'm completely honest, like before we jumped on live here, like my anxiety is coming. I'm like, oh my gosh. Like I was nervous. I'm like, I still have the same anxiety. People like Russell, like when does that go away? I'm like, I don't know. So far for me it hasn't, you know, for Annie it hasn't. For other people talk, it doesn't necessarily go away. But the thing you had to focus on is like, is when the nervousness comes, when you're focusing on like on you, like what if I talk too fast? What if I talk too slow? What if my makeup doesn't look right? What if this, what, like those kind of like all those fears are all internal. And the only way to break free of that is you shift it from like, this is me trying to figure out how to do this thing to like, these are the people I'm supposed to serve. And when you like shift that transition to like, okay, these are the people I'm supposed to gather, I'm supposed to serve them. And like you take the pressure off yourself and more put the pressure on like, how do I help these people? Like that's when the shifts happen. Because for whatever reason, at least for me so far, the nerves don't go away. The imposter syndrome goes away. Those things don't go away. But like when you shift the focus from like, okay, I've gotta like, I've gotta perform, I gotta do this thing to like, Okay, these are the people I'm supposed to serve today. How do I show up for them? How do I help them? Like right now we got 124 of you guys who are live right now with us. I'm sure replays will probably get another, you know, 3 or 4,000 listen to this. But if you guys are live, like the only thing that matters to me right now is this moment. Like right now, like I'm called for this. Like there's someone here that I'm hoping I can share one thing with and like you'll have a chance to go and run with it and you'll change the group. Like you'll change lives of a whole group of people, right? And the same thing's true for you. It's interesting. Annie, I'm actually, I'm having Annie, she's gonna speak at Funnel Hacking Live this year. If you guys don't have your tickets yet, you need to be there. It's gonna be amazing. But anyway, Annie's gonna talk at Funnel Hacking Live. She has this principle that she shared with me and I'm gonna share this with you guys and then we'll open up Q&As. But she talked about like the, the whole concept of a funnel, right? And where when you first hear about funnels, it's so exciting. There's a million people online, then, you know, 100,000 see your ad and 10,000 click and then 1,000 give your email and then 100 buy. And then like you get to, you work these people, right? And for her, she was like talking about her mission. She's like, my mission is so big. I'm helping people overcome alcohol addiction. It's like this whole thing. And she's like, she's like, the funnel thing always was actually depressing for her because she's like, there's a million people I need to serve, but from the million, only 100,000 click. Only, you know, she's like, and I only can help these few. And she's like, it was like the spot where she was like just sick to her stomach. Like there's so many more people that, that I can and should be helping. And the funnel thing actually was sad to her. And then one day she had this epiphany. And she said, if you look at like in the Bible, it talks about the parable of the sower, right? And the sower takes these seeds and casts the seeds. And like some of the seeds get eaten up by the birds and some like fall in like in like stony ground and they don't get, you know, whatever. But she's like, but some of the seeds, a small percentage of seeds, they land in fertile ground and they grow up and they reproduce tenfold and a hundredfold and a thousandfold. And she's like, when I realized that, she's like, I realized the funnel is not a funnel. Like a funnel is an hourglass. Comes down here, it comes down, it's coming down, boom. And then there's this percentage of people who turn around and it becomes this hourglass of the impact and the change in people's lives you could have. And so for me, like I wanted to instill out to you guys just to kick this off and just understand like, like we're talking about funnels, but the reality is like you guys are creating an hourglass. You're going out there into the world, you're casting these wide nets, bringing people in, you're trying to change lives, trying to serve them. And unfortunately everyone who comes to you, you're not gonna have a chance to change their lives, right? Like we've got 100,000 people in ClickFunnels. 125 of you showed up today, right? Like, like you guys are at the bottom of the bottom of the funnel, part of the hourglass. Like you're the ones who, if you take the stuff and you plant these, like they're in solid fertile soil, you know, you get the right, you get the right nutrients and the sunlight and the water, which is all the stuff, the OFA and the books, all the kind of stuff, right? You're the ones who will bloom and reproduce tenfold, a hundredfold, a thousandfold and beyond. And so I want you guys to think about that. Like you guys are like, you are the hourglass. Like my goal for you guys is I want to be able to like to nurture you guys and feed into you guys and give you guys that success because you're the ones who can change the world. And I look at just, you know, Annie's just one example. I'm sure I'll share a different example, different person every time we jump on here. But with Annie, it's like her learning this process and building funnels and launching these things, like millions of people have been affected because of one, one seed, one person who came into my world. And I'm not sure which one of you guys are gonna be that next seed that you plant, you change a million people's lives. But like, that's why I'm here. That's why I'm showing up. I don't need to be here. I want to be here. I want to find the next seeds we can plant and it can reproduce tenfold, hundredfold, thousandfold and change more people's lives because that's how my mission gets affected. Dante actually inboxed me this morning. He's like, how many people— like he was talking about this ripple effect. How many people like have got ClickFunnels? And from there, how many jobs are created? And from there, how many like in this whole ripple effect, right? We're talking about, you know, the people have ClickFunnels. So think about 100,000 members, right? If each person's got like 2, 2.5 employees, which I think is low, but maybe the average is, that's That's like what, 250,000 jobs were created. And you think about the jobs, like each of those people now have companies and they're helping their customers. And again, some are like Annie's where we've got, you know, a million customers. Some have maybe 10 customers or 50, but like you look at the next tier of the ripple effect, like if 250,000, you know, gatherers and then they're affecting, let's say just 10 people. Now we're at like what, 2.5 million people. And then if those people's lives get changed, right? For Annie, like someone overcomes alcohol addiction, they show up as a better father, better mother, better, by their spouse, right? That affects their family. If they got 3 kids on average, like their kids are better and then their kids like, and it's like this ripple effect just keeps going like crazy. And so I'm here today just to like, to like start smashing in the water to create ripples. And I'm hoping you guys will take the ripple effect and keep it going and just understanding that for you guys it's the same thing, right? You're in a funnel, you're finding your people, you're going to change life with whatever message you've been blessed with. And then you're going to watch as like that ripple effect changes their lives and lives of the people they interact with and so on and so forth. And that's where these funnels become hourglasses. And so anyway, I hope that fires you guys up and gets you excited because I strongly believe, you heard me say this before, but I strongly believe that for every one of you guys, like, you have a calling. There's a reason why you're here, right? The people that get attracted to my world who come to me, like, they're not the ones who are like, I want to get rich quick. Like, I'm pretty good at like trying to offend those people really quick out of the gate. The people who usually follow me, the ones who are like, I feel called to do something, I have a message, I've got a mission. And if you're on the expert call, I'm assuming that you feel that way. And so I'm just pumped to serve you guys and help you to take whatever God-given talents and gifts that you've been blessed with, or the trials and the things you've struggled with, and help you turn those into things that can change people's lives. And that's, that's, that's why I do what I do. That's why I'm here. And that's what I want to do over these calls.

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So there's my kickoff. Dante, where do we go from here? What's the game plan? This is my first one, so I'm learning together with you guys how we're going to play this game.

Yes, absolutely. And we might tweak things up, gang. We might play with things. So saying that, I really just want to highlight, we want to hear what you have to say. It sounds crazy, but I'm going to go through this chat line by line by line and rewatch the video. And I'm going to go back through right now. Russell and I, we're focused on delivering value. We're focused on showing you how to do the thing so you can also feel in your heart, just like Russell does, you know, in your soul that every single step that you take has a ripple effect that comes off of it. You are important and your lives and days and the things that you do are important. So we're so focused on that. But I want you guys to know, I want to hear from you. I'm going to look at every single line in every every single word that is said. So, if there's things that you want, I just want you guys to feel free to share those with us. Russell, from here, I think what I'd like to do, if you're cool with this, I'd like to just talk about something for a couple minutes here. Whatever you think people might need to hear to really get moving. This is not just contrary to prior OFA experiences. This is not just like, hey, learn from Russell, watch him do the videos, and then you can come talk to Dante about the thing and he'll help show you. We have Russell here. So Russell, if you have something you'd like to talk about, I'd like to just talk about that for a little bit. And then after that, we can open up a Q&A. I know you have a tight schedule. We have to get you out of here at or right around 1. So if we could go over a little topic and then answer some questions from, from members, that would be amazing. And just so you guys know as well, I'll be staying after when Russell has to go leave and change the world again. I'm going to stay after and it will be my pleasure to answer your guys' questions.

Yeah, well, I think let's jump right into Q&A. That was what I want to share earlier. So I think let's jump right into Q&A and let's do that for the next 35 minutes or so. That'll be fun.

That sounds amazing. On that note, gang, if you would have any— if you have any questions you would like to ask Russell, please put those questions in the Q&A. We'll use that Q&A as our running list. As you can see, the chat is absolutely flying, as we hoped it would be. So chat's impossible to keep up with. For specific questions you would like to ask Russell and make sure he sees to provide an answer, go ahead and put those questions in the Q&A. Down at the bottom of Zoom, you'll see two ways to communicate. One 1 is the chat, 2 is the Q&A, and they're labeled as such. So if you do not see Q&A immediately, just click the more button. It has 3 dots. It says more, and you'll see Q&A right there in that list. Russell, you should also be able to open up that list. I'm already start—

amazing.

Thank you, guys. We're already starting to see questions roll in there. So if you want to go through, find the questions that you want to answer. Let's just hop right into it.

Let's see. Did we, uh, Do we just read it, answer, we bring people on live?

What's the best way to do this? Now, it's so cool to have you guys here because we get to play with it. My favorite way to do these, Russell, is I'm a huge fan of reading the question out loud so everybody in the meeting has an understanding of what we're talking about. And then I love to bring our members out. They can unmute and we can have a quick conversation with them about their thing.

You cool with that? Yeah, that sounds awesome.

Amazing. Uh, so to start it out, I think Dan had a fantastic question. Dan's question is, how do you manage a membership where everyone is at different levels? Let's say beginner guitarists. So Dan, if you are with us, feel free to unmute. Let's have a conversation.

Thank you, Dante. Hey Russell, what's up?

How's it going?

I appreciate— good, man. I appreciate you. I appreciate you being here, Dante, you too. So my question is, I have a membership that I'm not pushing hard because everyone that comes in is at a different level and it feels daunting that I need to spend so much time with each person to get them to the next level. But then the next person is at the next level and like bringing them all together in the same room, it's just like very hard to tackle. And I know you teach all levels of funnels, so how do you manage that when you have so many different levels in the same room?

Yeah, great question. Especially sounds like you're not promoting it harder because of that, that thing. It's just like, you know, you could be doing more things, but it stresses you out, right? Exactly.

And I want to bring as much people together because having a community really, really encourages people to keep learning, and guitar is so hard to learn. But at the same time, the more people that come in, the harder it is on me and the more time I have to spend every week.

Yeah.

On coaching calls. And it's just, it's not scalable, you know?

Yep. For sure. Okay. So we're actually, it's in like perfect timing on this. We've been trying to solve a similar prod, uh, problem for one of our sites, which is actually our certification program. So we've got the Funnel Builder certification program and we had the same thing. We launched it last year. And all these people came in and they're like, and like it was the same chaos. It's like some people like, I don't know what, like, I don't even know what a funnel is. Other people were like experts that were in an agency with 50, you know, 50 employees and just like, how do we do all this? And so we actually this week, like I was just on a meeting right before we got on this one with the, with the team. So we're restructuring the way that we're doing the certification and we brought in, I don't know if you guys know Catherine Jones, but she's brilliant. She came in and she's working, she's Sorry, Zoom's asking if I'm speaking in Spanish. Sorry, that's a weird Zoom thing. Anyway, so she came in and she's been helping us restructure the program. But what she's doing that they presented to me this morning, it's like brilliant, is to solve this exact same problem is we're building everything in like a timeline and there's badges along each step in the timeline, right? So like, for example, we have big milestones. So the milestone when someone comes to certification, the first milestone is like, how do we get them to make the first $10,000? There's the milestone, right? The second milestone is from $10,000 to $50,000. Then there's $100,000 milestone, then a million-dollar milestone. So we have these 4 big milestones, right? And then inside each milestone, instead of just being like, here's a bunch of training to get, you know, if you're in this milestone, watch all this kind of stuff, it's broken down to like, okay, if you get this first milestone and get your first $10,000, there's 8 steps you got to do. Step 1, 2, and for each step, we assign a badge to it. And this is important because then when someone's going through and they're in a community or whatever, and they're stuck, the only question you ask is like, well, what badge number are you on? And if they're like, oh, I don't know, then it's like, okay, you like start over, go to badge number 1. Like, don't ask these other questions over here. They're too advanced. Go to number 1.

Right?

But if they come back like, I'm stuck on badge number 3, then you know exactly, okay, they're at this level. We know exactly how to serve them, how to help them. And then you can have people in your community, like the way we're structuring ours is people, as soon as like when you're going from 0 to the 10 million, right? So that's ours. And yours could be whatever your equivalent would be. Is you have people that are your mentors, right? So people who've already gotten through the first milestone and they're mentoring you. So they're coming back in the community, they're helping. Like they all are like the part of this, we're trying to build this a whole like, like you serve people below you, right? So they've got mentors that are helping them. As soon as they get the first $10,000, then they have mentors that are at $50,000 helping them, but then they become a mentee of the people who are down below. So now it's like we've created this whole thing where the community's helping each other. So as soon as they got $10,000, they celebrate, I made $10,000, da da da. And someone's like, that's amazing. I'm at level 3, I'm stuck here. Like, oh, I already solved level 3. Let me show you exactly how I do it. And they're jumping in and helping the person, right? But then they're at 10. So there's milestone looking for the next milestone, which is 50. So not only are they helping people, they're now helping people who are stuck behind, but then they're also like, okay, I get 50 and 50 people are like, oh, you're on badge number 12? That I got stuck there too. Let me show you. And so like, we're trying to like have the community help pull people through, but now there's very specific milestones because otherwise everyone shows up and it's just like, Again, you have someone who's advanced talking to a beginner and there's like, I'm not in the right room versus like, okay, like now we know exactly where you're at. Now we can communicate. Now it's like, oh, you're below me, but I can mentor you. You know, I can be one of your mentors or like you're above me, you know, you can be mentee or vice versa. And it kind of helps categorize people. And then now there's also like a very progression of where people are trying to move through the program. Right. And having that progression is huge too, because then it's like they know where they're going. They're not just randomly sitting in a membership site like just learning. Like there's a goal, a purpose, a focus, there's achievement. And so anyway, that's how we're solving right now in the certification program. So hopefully that helps, gives you a couple ideas of ways you could, you could do it for yours as well. Does that help?

A lot.

A lot. That's genius. Do you have like different coaches for every step or, or do you have like monthly calls or how are you structuring that?

Yeah. So we basically, we have in the program right now, there's only like 2 or 3 coaches and they're all kind of there. They're going live like kind of like this, doing Q&As, getting people unstuck. So there'd be a Q&A call for people from 1 to 10, different call for 10 to 50 because they have different set of problems at each step. But it's not like a whole bunch of coaches, just like the same coaches, but they're just breaking down the calls and planning them in the, in the right places.

That makes sense.

Totally.

And you're doing that through a Facebook group or something like that? Like where, where do they find support?

They're in Facebook right now. Members, there's a ClickFunnels platform that's good, but it's not quite great yet. So we're like, we're anxiously waiting a couple more features and then we're gonna transition into the ClickFunnels group. Right now we're doing it in Facebook.

Yeah. Okay. That's genius. Thank you so much.

Real help. No worries. Great question. Hope that was helpful for other people too.

I think that will. And Dan, I really wanna point out something Russell said there is he's wielding leverage. I think leverage is one very powerful tool in business, right? So Russell's been doing this thing for a while. And Russell magnetically, he attracts people like myself and the rest of the coaches. Like, he attracts those just like you will attract your guitarists. So as you're building your community, leverage your all-stars. When you have somebody that you're like, wow, you just came in and wanted to learn these things, but I've taught you and you've adapted and you've grown and like, man, I'm so glad you're here. Have them become the coach for your thing. So now your actual people are fulfilling on your product and you can go back to doing Big Den things.

Yeah, it's funny you say that, Dante, because one of the best calls I've had— I've been doing it for like a year and a half— and one of the best calls was I was coming back in the train, so I didn't have a guitar, so I made my students teach the class. It was the best call ever. The best one.

Yeah, I'm retired, I'm done.

I, I got—

yeah, I gotta get out of the equation. I gotta, I don't know, put my guitars away or something.

It's awesome. That's amazing, man. Thank you for the question, Dan. Great question. Thank you. We have another one from Alfredo. Alfredo is a newbie in affiliate marketing and he's found a product that he really believes in in the AI space. Alfredo's question is this, and Alfredo, after I read the question, feel free to unmute yourself. He says, hey Russell, and thank you so much for your time. I have a digital product I want to sell. It's very well made and the individual also has a book on Amazon, which is very well written. I would like to use the book on Amazon and then lead them to the digital product, but how do I get them from the lead magnet to the book order? Offer on Amazon, then back to ClickFunnels to proceed with their digital offer. Very cool.

Very specific. All right. Who's that? Who's the name of that again? That's me.

That was Alfredo. There he is.

Oh, there you go. What's up, Alfredo? Great to meet you. Hey, Russell. Likewise. Okay, so a couple of things. So do you have any customer list or anything right now, or are you starting kind of from scratch? From scratch. Okay, so there are two things you need to be a really good affiliate.. Number 1 is like your own lead magnet so you can start building a list. And then number 2 is like an offer to amplify the offer of what you're trying to sell, right? I look at our best affiliates we have in ClickFunnels and all my programs. It's never the ones who just like send a link to go buy my thing. They're ones who have their own following. And then from there they're able to like, you know, talk with people but then create offers. So it's like, hey, if you buy Russell's course, I'm also gonna give you blah, blah, blah. Like an added bonus. Added value on top of what it is that the offer is, right? So if I was you, the first thing I would do is to figure out, okay, how can you create something that can be a lead magnet that will get people to build your list, right? And so I would look at this author's book, the software, and like, what's something unique you can create based on this, right? It could be like your review of the book. It could be you create templates. It could be, again, I don't know enough about the product to know, but it's something you can create right out of the gate that's unique, that's your own, that's kind of showing— it could even be tutorials of how to use the software. I had a friend, man, this is 20 years ago. Onyx Singhal, he, he's big. He's a big name now. But back 20 years ago, he was a college kid and he was trying to figure out how to, how to make money. And there was a software called Traffic Equalizer, which was this software that made these AdSense sites and stuff, and everyone was buying software. They didn't know how to use it. So he created a whole bunch of tutorials for how to use the software, and then he gave those away for free. Here's tutorials on how to use it, why you should use it. And people opted in and built a big list. And then from that he'd be like, hey, if you're using software anyway, if you buy it through my affiliate link, I will, I will jump on a call with you or I'll, you know, whatever, do Q&A calls to help make sure you get it set up right. And he had people who had already bought the software who bought a second copy just so they could get his bonus. And that's what it was. And so it was like the front end, something unique and the back end, something unique so that people will, will want to connect with you. So that'd be the kind of the two things. And then from there, like you're giving away the lead magnet, they join, they go to one of ClickFunnels pages, they give you the email address, And the email now, now in your sequence you can say, hey, go buy the book on Amazon. If you buy it, I'm going to give you my notes from it. And then, hey, go buy the software over here. And if you buy it, when you buy it, I'm going to give you these tutorials that I, that I made that are really cool. It's extra bonus. Or I interviewed the founder of the software. Here's the cool thing I can give you as well. And now you're adding value to whatever the offer is. Does that make sense? Yeah, it does. Thank you. Cool. Yeah, that's the affiliate marketing is like, is understanding like the best affiliate marketers all have their own list. So it's like you need to get a list. Like it's, it's almost impossible nowadays just to like buy an ad and send it to an offer. It's so hard to make the numbers and the metrics work on that. So it's like understanding I need to start cultivating my own list and then whatever the offer is, I need to increase that offer by adding in my own bonuses that are unique to me that people can only get through me. And if you do it well enough, again, people like for Anik, you get people who already bought the product, bought it again just to get his bonuses because they wanted it so bad, right? So it's like, what's the value add you can create? To that offer to make it unique. And then when you have that, now it's like, now it's, you're an affiliate, but it's still, now it's your own business and you control it 'cause you have the customer list. So when you want to create a course on the thing or you want to sell some other product, like now you're in a business where it's not just, you know, you're not just sending traffic to an affiliate site, like you're serving a group of people, right? You have this audience and now you're able to sell them that product, but other things and eventually your own coaching and all other kind of stuff as well. But it all starts with building that following, that list right outta the gate.

Great.

Thank you so much, Russell. Thank you. No wonder. No worries. Hope that helps.

Yes, it does. Quick little thing I would add to that, Alfredo. Uh, if it— if the pro— here's what I'll say to that. How do you get people back from Amazon? Because I imagine the person that you're promoting, you're just promoting their product. So they have their product in Amazon for a specific reason. More than likely, they're trying to get a bestseller's book or something like that. So how do we get them from Amazon back to our funnel? Right. That's the big kicker because it— yes, everything Russell said is just very much so true. You need to have your own list if you're going to be doing AI. There's a lot of different repercussions for AI, but more than likely you're going to be helping business owners use AI. So you do need to make a list of business owners that you can leverage other offers to, of course. But now we get them to Amazon. How do we get them back to our funnel? How do we get them back communicating? Because Amazon is really good at what they do and they're never going to share the list of people with you. So how do you get them back? I like to pre-frame my people before I send them to Amazon. Like Russell said, we gotta become addicted to creating offers, gang. When you buy this book on Amazon, make sure to send me a receipt because everybody who buys this book and buys this book through me, I created a complete free course that's gonna help you implement all the things you learned in the book. And I'd love to share that with you for free. If you want, you can go buy it for $97, but I don't want that. I want you to get results now. So make sure to send your receipt to whatever your email is, and now people go buy the book and then they send you that receipt and now the communication line is back open and you hit them with the script.

Great.

Now that you have the book, click this link to go join my course and click this link to go get your whatever deal.

Does that make sense? Got it. Got it.

Great.

Thank you.

Thank you.

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Uh, let's see, let's see. Uh, oh, Jeff has one. I'm creating a bridge page for the new OFA and I wanted advice on my setup on my page as far as where my bonuses are and if I should add anything else. Where do you typically like to add your bonuses, Russell?

Very cool. Is Jeff on with us right Yeah, I'm here. There you are. Okay.

I'm here.

Can you hear me? Where's the, where's the face? Um, so you're asking like where, so maybe explain a little more. So you have a page, a bridge page. Is there a video of you talking about it? What's the, what's it all look like?

Can I, well, if I could share my screen, can I do that?

I don't know.

I can show you that. Do you, do you have it pulled up and we can move quickly, Jeff? Yeah, I think so.

Go for it. Okay, hold on.

Share.

Now it says host disabled participant screen sharing.

We'll probably be sharing screens next week.

Okay.

So basically we don't know how this works.

The way that I have it set up, I have my video, I have the headline, the subheadline, the video. I have the button that says pick up my new bonuses now. And then I have my list of bonuses, which I've actually got 4 bonuses. I'm actually adding 2 more. Here a little bit later on. And then it goes into what the OFA challenge is about day by day. And then it goes into— because this is strictly for the expert path because that's the only one I've gone through so far. And then it goes into like, well, who's an expert? And it has like 10 different categories of different people. This is for you. But I put my bonuses directly below the video.

I think, I think that's good, especially because you're, again, you're doing a value add. So that way, even people who are familiar with it, it's like you're giving them a reason to relook at it, right? So it's like, hey, here's the bonuses you get. And then on top of that, it's almost like whenever I build a funnel, I'm always thinking about it through just realizing like human psychology, what people actually do, right? Most people don't go to a funnel, read the entire thing all the way to the bottom, and then they go buy, right? Like there's these points where they check off throughout the funnel. Either they buy or they leave. And so I'm always thinking through that. It's like, okay, what's the most powerful thing I have? So if you look at the top, like above the fold of any page, like I'm always focusing number one on emotion 'cause emotion's the number one way we can sell somebody. Then from after emotion, then it shifts to logic. And then from there it's fear. So emotion, logic, fear. So the very first pass, I'm assuming your video's like, this is why it's amazing, this is why you need to be part of it, da da da da. It's like you're emotionally telling them what it is. Like, and then when you buy today, I'm gonna give you this really cool bonus you can't get anywhere else, right? So then you have the bonus right below. So like that's the offer and that's a very emotional thing, right? Like, ooh, I want that. I want the stuff. I want everything that he's gonna offer me. Like that's really powerful. Really cool. And then you're transitioning. And again, that will get your first, you know, 50% of the audience will buy emotionally. It's like, that's as far as they're gonna go. They're gonna buy or not buy. And then you got the next group of people who are the logical, who are like, hey, what does Ofe work for me? Am I actually an expert? And that's when you transition to the next thing. But I'm gonna, I'm gonna have like, before I transition that, there's a button. I'm gonna have a button. So like, like those who are ready to buy, like they've got the ability to go like click off and go and buy. And now I'm, now I'm speaking to the logical person, right? So I'm transitioning Emotional person's bought, logical person is now scrolling and I got to have the next arguments. And there is where I started the story. You talked about like, am I an expert? What's it look like? All that kind of stuff. And then so that's your logic, which is your next like 25, 30% of people buy logically. And then the last 20 whatever percent, how are we at 20? Yeah, the last percentage buy through fear, right? Which is urgency and scarcity. So usually the bottom of my page is like, this is why you got to do it and this is why you got to do it now. And if you don't do it now, it's going to disappear. And then that's where the last segment of the people come in. And so I'd have an exit point before you transition to exit, you know, a button basically before you go to urgency and scarcity and then below that as well. But that's how I would kind of structure. See, I think the bonuses and stuff you're doing would be tied to the emotional close, like emotional buyers, just like, what am I getting? Oh, there's going to be so much. This is going to be awesome. Like, you know, and that's going to be where I'd focus the front end of people.

That makes sense. Yeah, that makes perfect sense. I just have to add the urgency and scarcity section, but I have everything else.

Cool.

So cool. For all you guys, like if you think about any kind of selling, like it's always emotion, logic, fear. And so that, that framework, if you watch what I do, again, hopefully you're listening what I'm saying all the time, but also like always watch what I'm doing cuz I like, I'm selling art, but I'm also doing the art while I'm selling it. And so like if you notice like every one of our email sequences lead with emotion first couple emails, we transition to logic and then we end with fear, urgency, scarcity. You look at what I'm selling at Funnel Hacking Live, I start with emotion, we transition to logic, and we end with fear. If you look at my retargeting campaigns, first couple banner ads they see, ads are emotion, then transitions logic, then goes to fear. Sales pages, emotion, logic, fear. Webinars, emotion, logic, fear. So if you just look like that pattern always, always works and just understand like those, those are the 3 things we have to hit. If you just do emotion, that's awesome. You only get half the buyers. You do emotion, logic, that's awesome. You get like 70% of the buyers. Emotion, logic, fear. Now you get all the segments of the people who are gonna, who didn't come up. So I'm always thinking through those things in any campaign, any ad. Add any sales page, any email sequence, like just over and over and over again. So if you're always trying to figure out like, how do I increase the sales on this thing? That's one thing I'm looking at is like, okay, I got emotion. Is there a logical argument in here? Okay, I need to add logic. And then like, ooh, there's no fear. I need to add some urgency and scare. So I gotta take this thing away or else a lot of people won't buy. And Funnel Hacking Live is a good example of that. I mean, we had 5,000 people come to Funnel Hacking Live. One-third of those tickets are sold the last 2 weeks. One-third. It's insane. It's so stressful for me. Like, it drives me nuts. But it's like the fact that I'm taking it, like, the event is starting. You can't— like, that's like, okay, I'm gonna get my ticket. I'm like, I've been talking about this every day for 8 months, and now 1 week before we go live, you're finally going to commit to this? Like, it's so stressful, especially when you have a hotel and all that stuff. Anyway, but, but like, if I don't have that fear, like, that last segment, 20-25% of people will not buy. You have to pull away or else they're not going to buy. And, uh, we always joke, like, the only reason to, like, launch an offer is to close the offer, because you make you know, if you, if you guys do product launches, you'll notice like your first day you get the most sales and your last day you usually get the same amount of sales. Like it's like those are like you open a cart so you can close the cart cuz that's when the, the fear of taking thing away is when everyone goes and actually buys. So anyway, hope that helps.

That was a great question. Thank you for that, Jeff. And we have another awesome one. I'm super excited to talk about this. Christie asks, Christie Cross asks, I would love some insight on how to offer hack when you can't find someone in your niche who's advertising. Amazing.

Great question. All right, Christy, you still here? Yes, I am. I'm looking for your face. Yeah, we're looking for the green box. Oh, there it is. Hey, what's up, Christy?

Can you hear me?

Hello? Very cool. Okay, so this is, this is the reality. Hopefully this will be helpful. Um, I traditionally don't offer hack people in my industry anyway because I don't want to look like a me too. So I do instead, I'm looking at the type of offer I'm selling. So if I'm selling coaching, right, I will go look at like, let's say I'm doing business coaching. So for me, like I'm gonna go look at, okay, well how are health coaches selling their coaching? How are financial coaches selling their coaching? How are stock coaches? So like I look at other industries, but the same type of thing, right? If I'm selling, let's say I wanna do a course. So let's say, what is your market by the way?

I'm a ghostwriter and brand building coach who also does funnel building for my clients.

Very cool. Yeah. So you're, you're a weird cross segment. You're not going to find someone else that does what you do.

So for your next book, Russell. Nice.

But like what I would say, what I would say though is like, okay, so if you're selling a course on that or whatever, it's like, again, find somebody else who's got a, who's selling a course. There's not so much someone, someone, someone who's selling a course in your niche. Right. Okay. I'm trying to look at, in fact, Jay Abraham is one of the greatest business strategic, strategic guys in the whole world. And when I first got started, I would listen to him and I remember he told me, he was like, he's like, I'm not that smart. He's like, what I'm really good at doing though, he's like, I look at all these different industries to see what they're doing. And he is like, in my industry, the industry I'm consulting for, a lot of times they've never seen these things. And so all he was like, oh, well you're in this industry over here, they do this, you should just try this. And he is pulling things from other industries. And that's when they like, people are like, you're a genius, you figured things out. Same thing. Like when we launched ClickFunnels, that's all I did is started looking at all the other industries. We launched ClickFunnels initially and I was like, how do we get people excited about what we're doing? Right? And I looked at the network marketing industry and they had like, was it Mary Kay? Like if you get so many sales, you get a pink Cadillac or something like that. And then these other ones, they give away free cars. I was like, and in my market, nobody was giving away cars. Like that was not a thing. And so I was like, well, what if we gave a car bonus? If people sell ClickFunnels, we get 100 trials, we give them a free car. And no one had done that. So we did that and everyone's like, oh, you're a genius. You figured this thing out. I'm like, I didn't. I just looked at another industry similar to mine and I copied that idea and I funnel hacked it and brought it back to mine. So that's what I'm looking for is when I'm, when I'm doing offer hacking is less of like, what are people in my market doing? It's like, what are the other markets doing that are killing it that nobody even knows about my market? So when I bring this thing back, I look like a superstar because I invented something new. But I'm looking, but, but in this market they do it all the time.

Ghostwriters know nothing about marketing almost.

So yeah. Yeah. So find people like me or other people who are doing it and just model like that. Like, look at the structure. That's how I got here.

Very cool.

Excellent. Thank you so much. Yeah, no worries. And have fun writing books. It's the hardest thing in the world.

I love it. Amazing. Thank you for that question, Christy. Okay, I know Russell's time is short, and how much are you guys enjoying? Who's gotten a tidbit so far? Who's already pulled a nugget? If you've already pulled a nugget out or got something of value, I'd love for you to put 3 in the chat for me, please. Again, I'm just doing this because I'm going to look through and I want to see what you guys are saying. So put 3 in the chat if You've already got value from this.

Amazing.

It's gonna get so much better. This is so great. Thank you, Russell, for doing this. Next question is gonna be from Grace, Grace Reynolds. Is there a difference between a course and a membership in ClickFunnels, or is it the same process?

Very cool. Um, Grace, are you here with us today?

Yes, I'm here, Russell.

Hey, good to see you.

How you doing? Very well. I've been in a Perfect Webinar for 2 days, so it's really great to see you live.

He does exist. Yes. That's awesome. Very cool. Yeah. So difference between a course and membership site, like structurally, you know, in ClickFunnels it's the same thing basically, right? You're still creating it the same. In my mind it's more like how the fulfillment happens, right? So in a course, usually there's a beginning and an end. End. And so it starts and it ends. And so for me, usually it's like I sell a course for, who knows, $497, whatever. There's a beginning and end and it's self-contained. It kind of is what it is. I look at a membership, I'm looking at it differently where it's like it's something that doesn't end. It just keeps going. So the fulfillment's usually different, right? So for example, if you look at a course, for me it's like right now I'm doing the Course Secrets course. And so there's 6 modules. And so today I'm actually doing module number 3. 3, and then I'll do 4, 5, 6, and it's done. It's just kind of in the members area and it's there. People will buy it, they get the course, and then it, but I don't, I'm not continually doing stuff after it's done with my membership sites, right? Like ClickFunnels membership site, like there's stuff happening. Like I'm doing calls like this every single week now. We got Trey doing calls, we got other things happening, you know? My coaching programs are membership-based. There's more stuff. So it's extending the experience outside of what you're doing, right? There's typically, like if I join a membership site, right? For me, I always call like a success path or a quick start. And the quick start is basically the course, but then it's like, it doesn't end there. And then it's like, now that the course is done, now jump into the live trainings or live events or like whatever the next deliverables are to just keep extending that conversation over time. Right. Or the community or things like that. As far as like how you structure it in ClickFunnels, it's pretty much the same thing. Just, you know, setting the billings differently, but just more of the psychology of like, how, how are we structuring these things? To be a long-term thing versus just a one-time one-off. And there's pros and cons of both of them. Like, I like courses because I sell it and then I'm done and I don't have to think about it again. It's like, oh, this is nice. It's, you know, when I'm dead, my kids keep selling this course and keep making money.

Yeah, I've got 4 levels and I can't work out whether to make it a membership— a member— like, the first level, the course, and then run the rest as a membership, or whether to do the whole thing as a membership.

That was very cool. What I do a lot of times is we'll sell it so So we talk about this in the Lynchpin book a little bit, but like where you sell it, let's say you sell it for $500. I mean, $500, what you do is you get, you get the very first course done plus you get 90 days access to all the other courses. And so what happens is they go through this, they're going through the course right now and then they get 90 days and 90 days, then it transitions to auto-billing them and that gives them continued access to all the other courses and the continued education and the training and all the other kind of stuff. And so you can structure it that way as well. Thank you.

My linchpins just arrived, so I'll learn it in there.

Thank you. Oh, very cool. Awesome. Thank you so much.

You're welcome. That is awesome. Thank you for the question, Grace. Uh, uh, let's hop over to Tomas. And Tomas says, I'd love to hear more about community building. I think this will be a pretty quick answer. I'll let Russell end it out. But when it comes to community building, my big thing to focus on is know thy customer. People do not join your community because of you. Kind of, yes, they join because of you and they like your attractive character and who you you are, right? But if you want to build a community, don't forget who you're serving. Don't forget the customer. Every— it's like Russell says, right? If you want to go make a community, go print out a picture of your dream customer, go tape it up to your wall and look at that every day and build the thing. A community would be a contin— a community is a place where people can come and grow, right? So you have to build that for your customer. We'd love to hear what you think on that, Russell.

Yeah, for sure. Who's asked the question again?

That was Tomas I'm just gonna say K so I don't butcher it.

There you are, Tomas. How you doing? Hi, nice to meet you. Great to meet you too. So a couple of thoughts. If you've read the Expert Secrets book, I talk a lot about it in here, but the things with the community, the things I try to do is number one is I want to give people an identity shift. Like when they come into a community, I want them to be part of something, right? Like for you guys, like we call you funnel hackers. In fact, I see a couple funnel hacker t-shirts out there, right? Like, like there's an identity shift. Like you shift from being somebody to, to that. Like, like that's a big part of the community, right? That's why we have Funnel Hacking Live. It's like the community's coming together and like they have a name, they call themselves Funnel Hackers and there's like an actual physical identity shift. That's the first thing I'm always kind of thinking through. We're rolling out a new coaching program right now and the first question I asked myself is like, what's, what's the identity? And so anyway, I'm not pitching this 'cause it's not done yet, but I bought primemover.com. So Prime Movers, like the identity of this higher tier coaching program. Newer's like, I'm a Prime Mover, I'm changing the world. Like we're gonna have teachers say Prime Mover. I want people like to identify, I am a Prime Mover, right? I'm a Funnel Hacker, I'm a Prime Mover. Like it's that identity. So that's a big part 'cause when they have that identity shift and they have with other people and they're all together, like they have a common name and common ground. Like that's one of the bigger things about the community. 'Cause now it's like, it's not about you again, it's about them and the culture and things like that. And that's kind of where for me it all begins with. With. And then number 2 is just, you know, how do I explain it? It's like your job as the role, as the community leader or the expert, is to like set the perfect example, right? To be doing the thing. And so I look at like, you know, everyone here has got different faiths and I love and respect them all. But I think about like my faith, like I'm a Christian, like I believe in Christ and like Christ is always what I talk about. Like there's two sides like, oh, he was, you know, here's the divine calling he had. But the other side is like, he was a perfect example. Here's the example you need to follow, right? He was a perfect example. In my world, like, people always ask me, Russell, why are you still launching funnels? Why are you still doing this? Like, I'm like, 'Cause I'm trying to be the perfect example. Like, I hate my competitors who like, they clone our software and they don't do funnel, but like, they never built a funnel in their entire life. Like, it's like, I wanna be the one that's like, no, I'm doing this. Like, I'm in the front lines. I'm just like you guys, I'm doing this. This. Like, I'm in the weeds with you guys doing this. I can bring you back the best stuff all the time. Like, I'm part of it, right? So you want to be the perfect example to your audience, right? Like, so if you're in the weight loss market, like, you better be— you better have abs. You better be showing it off. You better be working out. You better be like— you need to be the perfect example because people are going to— when they come into your world, they're going to get this identity and they're going to copy you. Like, they're going to model you. You're going to be the person, the exemplar they're looking to be the person. And so for you guys, it's the same kind of thing. Be like, you gotta live it. You gotta live the message. Like you gotta be doing the thing, right? Like I still build funnels, I'm still launching businesses, I'm still doing stuff. And the reality is most of those things don't make me enough money to really justify me doing it other than the fact that I'm doing it. And I'm doing it because I wanna show you guys that I still do it and it's still fun. And from that I'm learning. Like I did a web— who was it saying they were listening to Perfect Webinar today? I did a webinar yesterday. It was a 3-hour, 3.5-hour long webinar. Like I rewrote it, rescripted it, did it live. I've sold a whole bunch of stuff and I learned a ton of things along the way cuz I did it. I didn't have to do it, but like if I'm gonna be teaching people how to do this stuff, I gotta be living it. And so there's a lot of other stuff, but those are two things I think is like figuring out identity shift for them and then being the perfect example, like you living the message. So when they see it's like, that's what I'm like, that's what I'm striving to be. I'm trying to do that right there. And when they see that, then that's what starts building this community and getting people to, to lock in with that. So hopefully that helps.

Yeah, it does.

Very nice answer.

Thank you.

And then read Expert Secrets. There's a whole big chapter on a lot of those kind of things in there too that'll help on top of it. So, okay, I'm gonna get it. Amazing. Very cool. Holly's got hers right there. She's read it. She can tell you.

Thanks.

This is fun, Dante. Like looking at everybody's houses. I haven't done a live like this forever. Like it's kind of cool to see everybody and like I see Gabriel's laughing. You laughing at me? Come on now. Anyway. I think we got time to do one more, one more question, then I'll pass it back to you after that.

Yeah, I think that's perfect. One more question. And I picked one I think we can do pretty quickly. This one's from Christie Lopez. If I have a 3-day event that I wanna fill and we're leading them to a VSL creation, should the VSL be an intro about the 3-day event?

Okay. This is Christie said?

Yeah.

Christie Lopez.

Feel free to unmute.

There she is. Hey Christie, how's it going?

Good.

How are you?

Thanks so much. Yeah, no worries. Okay, so explain to me. So you got a 3-day event that you're trying to fill in your VSL to fill the event, or the event's about VSLs? Well, you're—

you're— our step today is to create a VSL in the funnel, right? As far as what you want us to do in our steps. So I was thinking, okay, my ultimate goal is to fill a 3-day event in August. So if I was creating the VSL, would it be best to do it around, hey, this is kind of an intro about like my framework and then—

Gotcha. Yes. So what I would say is I'm always looking at like, so when you do the 3-day event, there's some result you're promising people at the 3-day event, right? Like during 3 days you're gonna learn blah. Yes. I'm actually structuring a 3-day event right now. Uh, I bought sellingonline.com, so I'm gonna be doing in July an event called Selling Online to Teach People to Sell Online. So in my mind there's like, there's the, there's this, there's this result that the event's promising them, right? So then the VSL to sell that is like, hey, if you want, insert the result, you wanna learn to sell online, if you wanna learn how to, you know, whatever your thing is, then, and then that becomes like the thing. So you're, you're teaching the, the framework, the perfect webinar style. You're teaching the, the strategy of the framework. And then during this live event, we're gonna go deep into the tactics of how to actually implement and do the thing that'll get you the result.

Okay.

Does that make sense? Did I answer the question correctly?

That totally makes sense. Great. So it's almost like the 3-minute version of the framework that you were talking the other day. You do that on the VSL. Yep.

Yep.

Okay. It depends how long, cuz what's the price point of your event?

It's gonna be low cuz I'm selling into a high ticket offer from that. So it'll probably be about $47.97, something like that.

Cool. Yeah. So you don't need a super long thing, but you know, I, I would say probably if it was me selling something like that, I'm looking at 8 to 12 minutes-ish. So it'd be that version of it long enough that it's like, ooh, this is gonna be cool. And they see that like, you know your stuff and they're, they're getting excited about the framework. And then yeah, that's like implementation. The framework happens over here.

Yeah. Great.

Thank you. Yeah, very cool.

I'm excited for you. Thanks. I am too. Thanks for what you're doing.

Yeah, no worries. Thank you. You guys, that was fun. We should do this every Friday. How many of you want to do this every single Friday and hang out? And you guys are lucky because right now not many people know about it. So 145 of you guys, we got to hang out and do this, which is really cool. It'll continue to grow. But especially for the next few months, like jump on these because they're going to be smaller and smaller and over time they'll grow bigger. I wish I could spend another 2 or 3 hours. Unfortunately, I've got a chaotic day today, but I'm committed to an hour every single week with you guys. And Dante is going to kind of take it from here and run and keep doing Q&A. Again, Dante is an amazing storyteller, amazing teacher, amazing trainer. So I trust the stuff he's given you guys will be, you know, probably better than stuff I could give you. So it's going to be awesome. But anyway, I'm going to pass it back to Dante to kind of, to kind of run with it, you guys, for next little bit.

Well, thank you, Russell, and thank you for being here with us. I am very excited for the next future. I think we're going to do big things with this OFA.

Awesome.

Thanks, everybody.

I'm going to bounce. See you guys all. See you all next, next week. Same time, same place.

Don't miss it.

That's right. Lunch with Russell on Fridays.