From Stuck to Scaling: Transformative Advice for Entrepreneurs

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What's up everybody, this is Russell Brunson. I just got off the last One Funnel Away Q&A call and I had so much fun. It was amazing. So I thought you guys would like to join in and listen in. There were 3 or 4 really deep questions that I think had practical applications that'll be specifically applicable to you and your business. And I think that as you listen through this, there's gonna be some gold for you. So I'm really excited. Couple other things to note, the One Funnel Away Challenge, we are changing the pricing structure and raising the price here in the very, very near future, probably within the next 14, 21 days or so. Right now you can go to onefunnelaway.com and for $100 you get the entire One Funnel Away Challenge and you get 90 days of ClickFunnels for free. So if you're not a member yet, go in there. If you're already in ClickFunnels, you have a chance to be on these Q&A calls and ask me and Trey Lewellen different questions and so make sure you go and participate. Don't miss that stuff, it's happening and it's a perk of being a ClickFunnels member. I want to share a Q&A call with you guys. This one was so good and there's so many just interesting cool topics that are so universal. I want to share them with you. So with that said, hope you guys enjoy this Q&A call and we'll talk to you all soon. 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 is going to show you how to start, grow, and scale a business online. My name is Russell Brunson and welcome to the Marketing Secrets Podcast.

Good evening, good afternoon, everybody. Sorry about that super zoom. Let's go over here. There we go. Now we're humans. Good morning, good evening, good afternoon, everybody. Dante here along with the Mr. Russell Brunson. There we go. Oops, other side. It's inverse. Great to be back with you guys today. So excited to round the week out. Before we get into it, I'm going to hop right to Russell. We already have questions lined up and I'm excited to get to those and a couple of cool ones in the chat. If we have time to get to those, I'm certainly excited to do that. I have one quick announcement. In the future, I'm going to be really pre-producing these sessions. I want to do every single thing— excuse me, I swallowed a frog. I want to do every single thing in my power to make sure these sessions are impactful, that they help you move the needle, that every single week we are taking a step closer to our goals and the things we want to accomplish. So on that note, please feel free to fill out the forms. There's a form for all expert questions, and I use that form tremendously to line everybody up and get these questions squared away. So I know you guys have a lot of great questions. I just want to put that little bug in your mind as a reminder. Fill out the form. I'll get with you next week and you'll see how everything rolls out. On that note, Russell, how are we today, my man?

Doing so good. I mean, fact, we're like 32, 33 days away from FHL. It's always exciting. And, and yeah, I'm doing awesome, man. I'm excited. We just had a really big fun funnel, funnel building planning meeting right before this. And so yeah, what more could you want in life? Build funnels, talk about funnels. It's the best.

I'll tell you what more I could want. I could be in that meeting next time. Peanut butter and jelly sandwich over here. I'm just playing. Hey, let's have a great time today. First, I I want to bring up Dr. Abby.

Here we go.

How are we, Dr. Abby?

Good.

Just got the kids here with me. Sorry about that.

That's okay.

Mine's outside playing in the snow right now. Love it.

Well, thank you for taking my question, and great to meet you, Russell. Love your stuff. I can say that I've spent over $20 grand on different coaching programs, and nothing has been as useful as what you taught me. So thank you. You've changed my life.

I appreciate that.

So I'm a dating coach for women and my, I offer a one-on-one coaching program that hasn't been selling. And I learned a lot from you, from Myron Golden, and just trying to up my selling game. But now I'm running into the issue of not getting enough traffic. And so my goal right now is to work on a better offer that's lower ticket that people can like enter into. And one of the things that I've found from funnel hacking other coaches is They're teaching women how to like upgrade their online dating profiles and things like that. Learning about their attachment style. These are all things that I do as well. But the problem I'm running into is my audience doesn't want, doesn't want that. They don't want to learn how to use dating profiles properly. They don't think that's possible. They don't believe there's quality men out there. And so my question is, how do, what do I sell to people who don't want what I want to sell?

Well, that's a great question. I mean, there's two things, there's two different ways. One is like you change what you're selling. Number two is you change who you're attracting, like who you're going after. My question is, what do you want? Like, what gets you most excited? What do you want to sell? Is that what you want to sell? It's just the audience doesn't want it, or you're kind of in between?

So what I really want to sell is really just how to upgrade women's online, like not online dating, upgrade women's dating in general for women who want marriage. So I am a developmental psychologist by training and I studied identity development in grad school. And so I'm all about becoming and how to become the person you need to be. I went through divorce myself, and going through that made me realize, like, I could apply what I'm learning in psychology to myself. And that's how I was able to upgrade my own dating, was by becoming who I wanted to be and attracting better men, both in person and online. And so that's what I want to help women to understand is that the power is within you to change who you're attracting and what you're putting out. And I'm open to different ideas for an offer. I'm just not sure yet. Like what women are telling me they want is to learn how to meet better men. And I'm like, well, you can learn how to meet better men— that's a toddler— online, but they don't want to do that either. So should I just focus on the in-person How many people in person?

I think it's, I think it's, um, how do I explain it? So I ran a decade ago, I ran into a similar problem with my business. So I, um, I'll tell you a story. Hopefully it'll kind of tie some things together. But I remember I was like learning all this marketing stuff and I loved it and I could teach everything. I was really good at doing product launches and email marketing and SEO and PPC and all the different things. I remember going to an event and, uh, and there are all these speakers on stage and stuff and someone asked me like, Okay, what do you do? I'm like, oh, I do it all. I can do this, this, and this. But what do you do? I'm like, well, I can do all of them. And they're like, oh, okay. And then they went and then that person that hired Jeff Walker to do product launch, I'm like, I can do product launches too. But they're like, but he's the guy that does that thing. He's the best in the world at that. And so for me, it was tough because I was like a jack of all trades. I could do all the things really, really well, but because I did all things, no one knew me for anything. And so a decade ago is where I was like, the thing that I love the most of this entire game is the funnels. I love funnels. I'm obsessed with funnels. I transitioned to like, I'm only gonna talk about and teach and do funnels, right? And then all of a sudden, like Russell became the funnel guy. But then when someone came into my world, I'm the funnel guy, but then inside of there, what do I do? I'm teaching them how to use a funnel through a product launch. I'm teaching them how to write copy. I'm teaching them how to do SEO. Like I still do all the things, right? I'm still teaching all the things, but they know me for a very specific reason. Like people, I meet people at airports all the time, like, "Hey, you're the funnel guy." Like I'm known for that thing, right? But I can do all the things I wanna do. So for you, I think the key is like, for you, it's like you have the ability to do online, offline, pro, like all this stuff, right? That's all great, but you need to differentiate yourself as like— and just your background is amazing, right? Um, the fact you have that degree, that you have the understanding, you went through it yourself and you're now applying the psychology to the dating, like that's a really interesting thing. And I don't know the dating market that well. I have friends that play in it, but I don't know how all the pieces of it— but I assume that's a unique Is there something that you have that people don't have?

Yeah, I think so. It's two parts. One is I'm a psychologist, but also I became a Christian while I was dating too. And so learning that, like, seeking God first was also what brought my husband to me. So for me, it's the blend of science and faith.

Okay, that's insane. So that is your thing. Like, you're— because it's like psychology, Christian, dating, that overlap of those three things is your unique thing nobody else has, right? I think that's the message you come out. And then when someone comes into your world, then you can show them all the different things. But I'm not leading with that, right? I don't lead with the fact you got to write a headline or you got to have to do SEO optimization. I don't need any of that stuff, Mike. You just need a funnel. You're one funnel away. So for you, it's like, hey, I'm speaking to Christians who are in the dating world who are struggling, and I teach you how to use psychology and your faith to find the dream person you actually want. And like, that's the message that you go with and attract those people, and then you can give them all the other things. But the core message you gotta put out there is that, like, that intersection of those three things is really fascinating.

So I plan to do the weekly Perfect Webinar to bring people in and then offer them this 4-hour workshop. Number one, is that 4 hours too long? And number two, like, what then should I be teaching them in that workshop?

So you're selling a 4-hour workshop. So 4 hours is never too long. My workshops are like 5 days. Well, people will, you know, the length doesn't matter as much as like what they're getting, like the result, right? So the end goal is like, what's the result somebody actually is looking for? And what's it take you to deliver that result? And so, you know, I wouldn't— I was telling you, I would never say it's a 4-hour workshop. Like, we're going to teach you guys how to do this thing. This is the result you're going to get. And then later, it's like, the way we get this result, it takes 4 hours, maybe it's 4 days, maybe it's, you know, whatever that looks like matters less as much as the result. And then what price point did you want to sell that at?

I'm thinking like $97. And I'd be offering also like a refund. Like if you don't get 10 times the value out of this, then you can request a refund.

Okay.

I think you should dramatically raise your prices too, just because that's— but if you're gonna do a webinar, like the— if you're selling a $97 thing on a webinar, it's gonna be hard to, to pay for ads and things like that, right? Yeah. And so, and you look at the dating market, people are selling things for, you know, a couple hundred dollars up to a couple thousand dollars and beyond. I have friends who, the dating market, they take people on dates and they charge them like $30,000, $40,000 to fly out for a weekend and go dating. There's a lot of pain in that market, a lot of stuff like that. Like, what would somebody pay to find their dream person? Like, a lot, right? And so you think about that, like, I would look at how do you develop something that's worth $1,000? Like, that'd be what I'd be looking at. And then, you know, and it doesn't matter if it's 4 hours or if it's a course or it's a whatever that thing is, it's just the result that you're getting somebody is to find their, their partner. That's worth everything in someone's life, right? That's like the most important decision, most important thing. And so it's understanding how to value that and then doing a webinar that explains what you're doing, and then from there putting, putting somebody into it.

As Russell's talking about that, you know, the other side of the sales aspect too is don't forget about opportunity cost. You know, what's it, what's it worth to you, but also what's it going to cost you if you don't find the that spouse, what is the actual cost to you if you do not do that thing? Great way to frame it. And Dr. Abby, I have a really quick question for you. Have you gone through the One Funnel Away Challenge yet?

I have, I have.

Yeah, beautiful.

So on day 4, we go over the ask campaign. Have you done the ask campaign to your audience yet?

Not formally, but I was getting, so I was running Facebook ads with another coach several months ago, and through those ads I got one-on-one, like, coaching calls, like I would offer them a free blueprint call, and through that I got a really good sense of what my audience is looking for.

Awesome. If, if, if I would still encourage you to run that ask campaign, okay, you know, because like Russell did it, that's how, that's how ClickFunnels was formed. In case you guys haven't— are you cool if I share this story, Russell?

Yeah, please.

Okay, here's how ClickFunnels was formed, gang. When Russell had the idea for ClickFunnels and he got with Todd and they partnered up and it was like, yeah, let's go do this thing, do you think they built the entire sales software before launching? Absolutely not. They hit the list. They hit the list and said, hey guys, we're thinking about doing this thing. Would you be interested in it? And they let the list respond to them and then built the things that the list wanted. We, we get that backwards far often. And you're doing a great job having a customer mindset and customer first, right? But far too often we think about, oh, this would be cool. I would like this. But who cares what we think? As business owners, we need to become obsessed with what our customers think. I would really still encourage you to run that Ask campaign. The more data you're getting from customers really just helps piece all the puzzles together. And Russell, would you agree that that's one of the main things we can do to really craft a perfect offer?

For sure. The more you get to know your audience, the better. I remember having this conversation with Kaitlyn Polen, who built up LadyBoss, this $30, $40 million business. And I asked her like, like how she gets ideas, how she writes copy, how she does stuff. She's like, I just go in my community, I listen to what all the women are saying, and then from there they write the copy for me. So it's like the more that you're doing, the more you're in the minds of the customers understanding them, the more— I mean, honestly, if you guys want to know the evil motivation of why I do live Q&A calls every week with you guys, it's 100% to hear you guys talk about your problems. Because for me it's like, oh, that's what— that's how they're saying this is interesting. Like, this is how I keep my own self— like, I keep my pulse on the market and what everyone's struggling with because Otherwise, you know, things shift and markets change and everything's different. So, yeah, the more you can, you can be consistently, you know, I'm 20, 22, 23 years in the business. I'm still doing this because I'm still trying to understand what my customers want. So, yeah, it's a lifetime, lifelong thing.

And Dr. Abby brought up a really great question, too. I'd love to hear your mindset on this, Russell. How do you feel about pricing? Right. We have this formula and you say raise your prices, but because of really ad costs too. It's going to be hard to be profitable on a $97 webinar. And if you're going to run a perfect webinar, Dr. Abby, that's going to be about an hour and a half presentation where you're going to follow that formula. So Russell, how do you feel? Like, what does your mind go to immediately? Do you think typically, do you say, how do I raise my prices for this product? Or would you say, well, maybe I should run a 5-minute perfect webinar and then I can do it for a $97? What's your mind on that?

So for me, I'm looking at what's the level of pain, right? The more pain someone's in, the more you're typically gonna charge for something, right? And you're dealing with people who have the number one thing in our lives is our relationships, right? Especially our partner, right? Like that's the most important relationship we have. And like there's a lot of pain there. So like the bigger the problem, the more you can charge. But also it's like, when people don't pay, they don't pay attention. Like if I go and I buy a $27 book on how to fix my marriage, I may read, I may not read it. But if I invest $18,000 to go to a 2-day workshop in Jamaica with my wife, which I did, we went there every single session. We focused, we studied, we practiced, we like, we paid attention because it was $18,000 for us to go to this 2-day retreat. Right. And so it's like there's the differences. Like you're going to get people who will, who you can help more. People are going to pay more attention, better results, better case studies. In fact, it's interesting in my business, it's fascinating to me, like, you know, people that buy a free book, like the success rate's really small, right? People who pay $250,000 in my mastermind group, 100% success rate. Nobody's not had success. Everybody's business is great because they're just there. Someone writes me a check for $250,000, they show up, they pay attention, they don't fight back when I'm trying to tell, you know, they just, they do the things. And so, The more you're able to charge, the better you'll be able to serve your clients as well. And, you know, same thing. If you get 50 clients at $97 and you made $5,000, you're like, this is a lot of work for $5,000. But you get the same amount of clients at $1,000, you're like, this is worth it. I can dedicate time in my life. This can be my career. I can— like, it changes the whole dynamics of everything for you. So I would definitely look at that. And like I said, the fact that, you know, what's the opportunity cost? Like Dante said before, like, what's the opportunity cost of them not fixing that relationship? Like, it's years of misery. It's all sorts of like, there's so many things that come on the backside of that. You know, Stacy and Paul Martino, not same business, but, but similar. Like they, they're in our minor circle and they deal with relationships like husband and wives and things like that. Right. And they were having the same problem. Like, how do we charge, you know, $20,000, $25,000? And it's like, they're like, we're not teaching them to make money. There's no return on their investment. And the question was like, well, if somebody gets divorced, how much does that cost them? And it's like, well, half. Half of everything, right? Which could be hundreds of thousands of dollars. You know, it's like you frame it like that. It's like, oh, pay $25,000 to not lose half of everything and your happiness and your— like, that seems very inexpensive now. So it's just how you frame it. And Perfect Webinar will teach you how to do it, how to frame it correctly, that kind of stuff. But those are things I'd be thinking through when we figure out the pricing.

That is super helpful.

Thank you. Yeah, no worries. And everybody else listening, raise your prices as well. So many positive things will come from that.

100%. And if I may be— you guys let me know in the chat, yes or no. You guys okay if I ask a selfish question really quick?

Get selfish, Dante. So by the way, said you're the best wingman ever, Dante.

So, oh geez, you're gonna make me blush. Come on now. Uh, so when it comes to— I have a 4-hour workshop, a 3-hour, 2-hour, a 1-hour, a 7-hour, an 8-hour, whatever it is. Would you be marketing that as an hour timeframe or would you just say one day?

Oh, for sure. Yeah, I do one day. Like, you'll get my— so we have a $10,000 coaching program and there's, there's 6 like events. One's a 3-hour, one's a 5-hour. But I say it's like 6 one-day virtual events to get you from here to the result. Right. And that's as far as I— as deep as I go during the selling part of it. I don't go deeper than that. Saying, yeah, 4 hours seems like a lot or seems overwhelming, but it's just like, hey, we have a virtual event or a live event, whatever, we have an event that's gonna, the goal of this event is from the beginning to end is to get you from here to here, and that's the result you're gonna get. So I would never, while they're in this, I'm selling it, I wouldn't even talk about how long it is. I would just talk about the results. There's this event, it's insane, it changes people's lives, you can go from here to here. Like Tony Robbins, when he sells UPW, he doesn't tell you it's like 4 18-hour days and you're gonna be tired 'cause we go till like 4 in the morning and then you get 3 hours of sleep and I'm back, 'cause then no one would sign up for that, right? It's like, it's like we're going to unleash the power within. You're going to walk on fire. It's going to change your life. You're going to leave like a new person. Like, yeah. And then you show up, you're like, we're not going to bed till 4 in the morning and we have to be up by 6. What? You know, like that's not selling the selling proposition very well. Awesome.

Love that. Dr. Abby, thank you for those questions. Really appreciate it. Go implement and we'll look forward to getting back with you soon.

Awesome. Great to meet you.

Thank you both so much.

Bye.

You got it. All right, so good. What a start to the day. Let's bring up Katie. I hope I pronounced that right. Hey, Katie.

Hey, Katie.

Hey, yes, you have. So yeah, Russell, this is— I'm a little starstruck. You're live, you're not recorded right now. It's me. Yes, so very nice to meet you. And Dante, you always set the tone, so thank you. I am, I am currently in Prime Movers, so Dr. Abby, check that out. That I think is the direction you're going to go. Yes. And through Prime Movers, I stumbled, of course, into Core Secrets. And I think it was there in one of your videos. It was at the tail end. And you mentioned rather quickly, if you are dipping into a market that nobody is in, get out. And then you just moved on to something else. And I'm like, whoa, wait, you totally owe me a refund if that's the case. I am a previous field manager for a home warranty company. So I managed technicians out in the field, and I stepped away from my position in order to actually teach them what they were paying me to teach them, but at a level that they could actually learn from. So I'm inside the home service arena, but now I'm dipping into that bucket, and I'm going further down that funnel into companies that either want to work with home warranty companies or companies that currently do work for home warranty companies and struggle. So I'm, I'm the first here.

There—

I Googled it, I searched everywhere, there's nobody else doing what I do. If previous field managers were poached, they were poached by a company to be their home warranty liaison. So now I'm going went to the masses.

Okay.

I, and I do still believe that the Dream 100, I'll be able to dip into the bigger bucket and then weed out my others. But, um, what I was really concerned about is why you said what you said.

Yeah.

Um, because the hardest thing to do, the most expensive thing to do is to build a market from scratch, right? Yeah. Um, so it's not just necessarily someone else selling the same thing you're selling. It's more so like, has the market already been gathered? Like, is it, easy for us to target and to find those people. You know what I mean?

You're right. And it's actually not, because what I have realized is my current— who I'm actually selling to today are the current field managers that I left, because they're the ones saying, my guys are still struggling with this, my guys are still struggling, can I send them to you? Like, yes, please do. So my bucket is actually— my Dream 100 right now only consists of current field managers, but I'm not getting the sign-off from management to say, you know, Katie's going out making money off our backs because we didn't do our job well, you know, type of thing.

They don't want to hear that yet.

So I am still thinking that, um, I do need to go where the masses of home service companies are, and there are plenty of Facebook pages and podcasts and things like that.

Yeah, 'cause that's the key is finding the traffic first, right? That's where most people get backwards. And so it's hard, like for example, when I launched ClickFunnels a decade ago, whenever that was, there was no funnel world that I could be like, hey, hey everyone who's into funnels, here's some cool things. So we had to create a new market, but to do that we had to find existing markets, right? So we found the business opportunity market, we found the direct response market, we found, so we found these markets that were already existing. And we came in there and then we were fishing out of there to go and build this new world of funnels, which now has become this huge thing, right? But the hardest thing, the most expensive is to build the market. So that's kind of my context why I said that. It's just like, if nobody's doing this, it's hard to do it, right? And so if you're in there though, it doesn't mean that you have to have someone selling the same products. Like, how do I get access to those people? That's the hardest part of any business is how do I get access to them? And so you're probably right. I don't know that business well enough to understand how all the intricacies work. But yeah, if it's going to be really hard directly there, then it's like, for me, it's like there were a couple people who talked about funnels a decade ago, but it wasn't many and they were small. So I could have pulled out 1 or 2 fish from there. It was going to a tangential market where the customers, the same customer that's already been established, I can plug into and start pulling people out quicker. So for you, that's what I'd be looking at, which it sounds like what you're already thinking is like those bigger markets to be able to plug into there. And I think you're right on that. On how to execute that.

Perfect.

Perfect.

Well, quick shout out to Jordan in Prime Movers. Ask him about yesterday's morning meeting and give him a kudos after he tells you. It was bomb.com.

And then tell him that Russell said that I'll choke him out next time I see him.

So that's it.

Okay. Jordan's a wrestler as well.

So I—

Yes. Thank you, guys.

Appreciate it.

All right, thank you, Katie. All right, I love my job. Hey, let's hop over to John. He has a cool question. Hey, John.

Hey, Dante. Hey, Russ. Thanks so much for having me. Um, so I came on a few months, a few months ago. I've been in these calls a bunch. I've had to miss the last few, just life's been crazy, but crazy good. Um, I realized I think I need to redo my offer. So I help players. I help high school basketball players get recruited to play college basketball, and I think my offer stinks right now. Uh, basically I've helped over 200 athletes get to the college level, over 100 to the Division I full scholarship level, some making NIL, some making over half a million dollars in NIL. Uh, I thought it made sense to sell a $1,000 course, but the more I think about it, the less I think it makes sense. The dream outcome is getting recruited, not learning how to be a better recruit. It's— I need to sell you on getting recruited. So I've been working with this family one-on-one charging $1,500 per hour, and I think that that could become the whole business. I could probably even raise the price because there's another person in the basketball information space that's selling their course on building confidence on the court for $3,000, and he's making money. And I feel like that's just, you know, it's a good offer, don't get me wrong, but it's— I'm getting you to college. I feel like that's a bigger sell. And so I just, I wanted to just ask, like, any ideas, any thoughts, any anything you guys had really. Like, I feel so not lost but behind.

Yeah, I think, I think you're in the right spot. Like, I just think about my daughter. So my daughter's a soccer player. She's, she's going through that right now. So she would never for infinity dollars actually watch a course about how did they do that, you know what I mean? But we did have recruiters who managed to deter her and then we ended up paying them a couple, I don't know, I think $3,000. And they were like an active recruiting agency who was like finding coaches for the interview and talking, you know, and that kind of a thing. And like, so that was like something that was very easy for us to buy and very cool for her because then she's just getting there and coaches are contacting us through her, you know, her through us and stuff like that. She's talking and so I do think that's probably, yeah. With all the success you've had, any of those people, have any of them bought a course and gone through it?

Anyone that I worked with? No. Like, that's, I mean, that's why I realized I'm like, this is a horrible idea. I'm trying to sell a course to people that don't want to do a course. I'm trying to, you know, I've got high school basketball.

I don't think if you did want to do a course, it's almost like you creating a business opportunity. Like, let me teach you how to start helping recruits. You know, that could be a business opportunity because someone would want to go to the course to learn that skill set so they could go do what you're doing. But yeah, I think for at least student athletes, myself and my kids, uh, it's hard enough to get my kids to study anything.

Like, the— you know, I've had great success with the coaching calls. Like, every player that I've had on a call has shown up, been locked in, been ready to go. Um, and how old is your daughter, by the way? Just like that, you're already paying for— she's a senior next year. Okay, yeah, so that is the appropriate age to be working with a recruiter. Um, and you paid $3,000? Okay, I might just steal that, honestly. That's interesting.

Um, and on that note, funnel hack, right? I want everybody— I want everybody to know this, and I'm going to be doing a lot of cool sessions with you guys next week, and one of the sessions is going to be a live funnel hacking session because this is the core of who we are, and Russell made that our identity for a very specific reason. John, go find every recruiter out there, go see exactly what they're doing, find what works, what doesn't work, plug it into your system.

Yeah, who did you— did you go through NCSA or did you use someone else, Russ?

So I'm looking right now, actually, I'm trying to pull up what the company is. Thank you. Oh my God, NSR, NSR, nsr-inc.com. That was the— that's the company we paid.

Awesome.

nsr-inc.com.

So I'm going to take a big look at them.

Thank you so much. I really— yeah, tell them you're a young girl trying to play soccer and then or your daughter is, go funnel hack them, watch the process.

I'll shave my beard and I'll grow my hair out. I'm sure it'll pass really well.

Oh man, thanks so much. No worries, man. Good luck with that. Keep us in the loop as the months go on.

Awesome.

And I know— Go ahead, please. I said one thing cool about funnel hacking, a lot of times we always think like, how do I do the same thing in my space? But it's like, maybe it's not the same, maybe, you know, basketball, maybe it's not basketball, but like, looking at tangential things like, oh, soccer or rugby or, you know, what are other things doing? I have people all the time like, I can't find anyone who's doing a webinar in the blah, blah, blah market. I'm like, well, do you see people doing webinars in other markets? Like, look at those. Like, it doesn't have to be the exact same market for it to make sense for you. It's just like looking at the process, like how are other people doing this similar process? So sorry, I cut you off.

No, I'm sorry, Russell.

You never apologize to me again, sir. I'm sorry I cut you off. But I know we say it like kind of funny, like, hey, go say I'm a high school girl and I'm doing this. No, I hope everybody will go do that, right? Go to that competitor's page. I, if I had to venture to guess, I would say they're probably running an application funnel on the front end where you can fill out some quick information about yourself. Go say you're a high school girl and then go do it again and say I'm a high school boy and then I play all the different sports. Go fill out 17 forms because guess what comes on the back end of that? The email sequence. You got the business. Go build it for yourself. Model what works. This is so good. Let's keep moving. Ron is gonna be next. Welcome, Ron.

How are we?

Ron the Super Ninja. That's right. Professional Super Ninja. Hopefully, let's do this. When I get to Karma Club, maybe we can go roll. Sound good, Russell?

That's a fair deal.

I'm in.

I love it. You're gonna win. I just, I'm gonna keep it real. I feel like you should be like the president of like the Midwest, like, potato gun entrepreneur wrestler. Like, you are— I got them all. You got every stereotype checked, and I love it. Also, just want to say, I've been in many coaching programs. Super, super genuinely appreciate— I know you have everybody praising and just been on here once and talked before, but just really appreciate the content is way better than anything else out there. So, I just really, really appreciate that. So, in a nutshell, I have a martial arts product that is, in essence, it's a chore management tool for martial arts schools, and it's based off retention. And so, how it works is that parents assign chores to their kids and the kids play it in a little video game. And the only way that they can progress in the video game is by doing the chores for the parents. And then, guess what? It tells the martial arts instructor that they've done the chores at home. So the martial arts instructor can kind of be like Santa Claus from January to November and have the influence. And the biggest thing on ClickFunnels, I had this amazing blue ocean product, but I didn't know how to do it. And I was making pie over Christmas, and we were making a pie, and I actually said to both my kids, they're like 20 and 25, and I said, dude, I just realized, I had the world's best pie filling, but ClickFunnels is my crust. I never had the pastry on how to do this. And so, I just super, super appreciate for the pastry recipe, for lack of a better word. So, now, my question is, I also look at it as like, my product's very similar to ClickFunnels. It's super niche, it's super blue ocean, but it's also very similar. So, I look at, am I better to have my squeeze page into my blind offer? I think I've listened to, I've consumed a lot of content, Russell, so far. The blind offer of like, the top way to grow your martial arts school in 2025, and it's not more Facebook ads, doing a booth at your farmer's market and that sort of thing.

I like the weird, the weird new way that, that, yeah, like I love the word weird in ads. It works so good.

Awesome.

The weird new way.

Perfect.

So do I go with that and then go to my perfect webinar, or do I do kind of like the ClickFunnels, whereas you have the video that lands and then that links to a free trial And then the, I see your backend is to just offset your cost, is the One Funnel Away Challenge to get people to take the challenge to onboard. And so, I'm positive you've tested both of them. So, which one—

What's the price point where you're selling at?

Listen, let me tell you what else I did. My price point is $3,000, my offer. So, I have a joint venture already set up with a massive marketing company. Or largest consulting company. And I booked that. I booked the presentation with one of their execs before I had my offer done. So, I may or may not have spent 2 full days up till 2:00, 3:00 in the morning, stop by stop, your 10X presentation. So, if you watch it, there may be some similarities.

It feels similar.

So, that's my— that is— it's price points is $199 a month, $299 a month, $399 a month, or did a full offer stack that had a $12,000 value and have trainings and other courses and loads of different things. Even did the sandwich stack. I noticed with your, your offer stack, you kind of have like higher ticket, medium ticket, low ticket, medium ticket, higher ticket like that. And so that was $3,000 for that. So I can do it either way. Or I also just thought about like if they're in on the onboarding for the $100 free trial and get get you onboarded, then that's like, hey, you might as well jump in over here and do this because I'm gonna give you my dojo world for free, just like you give ClickFunnels for free if you do this. So it's kind of a no-brainer. I just, I don't know whether the low barrier offer for SaaS is good. And the other thing with our product is like, schools that use our product, their students stay an average of 57 days longer. So 57 days, times, if it's $150 a month, and you have 150 students, which is the average, that's $5 a day. So, even just with that, you multiply it all out, it's going to put roughly $47,000 into their pocket. So, hey, do you want to spend $3,000 to get $47,000? Like, that's better than Tesla stock right now. So, that's kind of that, but I just didn't know how to communicate that. And so, we're doing lots of that, and then, I'm going to start posting A video a day, every day. A little bit nervous what's gonna happen. Starting out with that. And I also have a question about that is like, do you like the idea of have— should I have Sensei Ron Curran as my personal brand and then have My Dojo World? Or should I just do them both together? 'Cause I noticed you have Russell Brunson and ClickFunnels as separate. Do you like that? Is that the better approach?

Hey, you asked like 20 questions. Let's pause. I'm gonna knock 'em out in order.

I'm excited, man. No, it's not good. And I appreciate you. I appreciate you.

So, a couple of things. I'm a big fan of two brands, the business brand and the personal brand. Personal brand will outconvert the business brand every single day. But the business brand is good because that's like— the goal is like using personal brand to build a business brand, you know? But even right now, if I click on this post versus Russell, I get way more engagement. You know, it's just that people connect to people. But over time, I can't ever sell Russell, right? So it's like, so it's like using the personal brand to build the business brand. So having, having to put all your ads, all your everything, all your posts will be coming from the personal brand. That's the, that's the one that people connect with the most. To answer that question.

Yes. Awesome. Love it.

Thank you. I'll come back. So your other question was like, okay, what's the best? Is it a trial page? Is it a— So the answer is yes. So I have, I have multiple things because people convert different ways, right? So, if you go to clickfunnels.com, there's the 14-day trial, like that's there. People expect that, especially if someone like, if I get media or TV or something like, what's ClickFunnels? And I go, if they go to, we used to have it, used to be a webinar registration page. People get confused by that, right? So, we have that there, it's homepage, it's always there. It takes people directly into one of the trials into continuity. So, like that's there, but we don't pay for ads there. Like it's just a black hole. If I spend money on ads, I just lose all the money. Like it's not for ads, it's for, people organically coming and finding me. They hear about me, they come over there, like that's what's happening there. What I pay ads to then is, I don't know if you've gone through the linchpin stuff yet, but it's a webinar registration page, thank you page, we have a trial for the thing, and then the webinar I sell for your version of the $3,000 version of the thing. And like that's where all the paid ads will go through. In fact, our newest funnel, I shouldn't be saying this, it's not live, it'll be going live It's mostly live. If you want to funnel hack what I'm doing, this will—

I feel that's part of your story. I feel like I shouldn't do this.

And then it'd be like, so lean in closer. This, this offer, like, we're literally going to be rolling it out, I think, next week.

So work out.

But if you go to thelastsecret.com, you'll see this.

So this is where I see it works. You bought—

I bought it. There's a new funnel there. So this is the funnel I want you to funnel. So if you go to thelastsecret.com, we're about to roll this out. And my goal is by by the end of March to be spending $1 million a month on this funnel. So this is where all of the money will be going into. So they register for free webinar, thank you page, there's the thank you page Mifkeys, thank you page trial, and then on the webinar I'll sell the yearly version of it. And so that's like what I would model for you if I was gonna go and do a high ticket thing, or sorry, to do something you're gonna be paying and driving, growing through ads.

[Speaker] Okay, so to summarize, go clone The Last Secret funnel. Yeah. And then also have my website is now just kind of a landing trial page that converts to basically my landing, in essence, clone The Last Secret for my webinar and then clone ClickFunnels as my organic web page. Yep. And then for traffic, video, personalized video production, personal brand video production. And cold outreach, cold outreach from the personal brand, I assume, as well, is better conversion. And then, just start asking like, "Hey, what's the toughest thing about being a martial arts instructor?" I know what it is. It's retention. Like, it's everybody is driving their car with the heat on full and the windows are down and they're like, "Why can't I heat up?" I'm like, "That's why." So good my stories have gotten. I've watched a lot. I really, really appreciate you. I really appreciate you. Okay. That is awesome. I don't want to take up any— hopefully other people found some, uh, value in that, some benefits of that as well. And then I assume this is just on the same feed, uh, live every time. I'm excited to be here. I'm excited for that. Just like I said, I cannot thank you genuinely, uh, enough, uh, both of you. Dante as well, that's Amazon, is just love how you bring the energy. So thank you so much. Go continue changing everybody's life that you talk to today, guys.

Thanks so much.

Appreciate you. All right, see you later.

Awesome. Oops, sorry, a little early there, Ron. That was great though. Really appreciate you.

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Okay, let's keep it moving. It's 12:37. We should have time for maybe one or two more. Just a quick reiteration why Ron said that. I know we have a lot of new challengers and I do apologize. I blasted right through the intro today and I didn't welcome you and I didn't set the tone.

Welcome, everybody.

Welcome.

37 minutes in. I very much apologize to that. But just so you guys know, on these expert sessions, I have two rules. Number one, expert questions only. If you're an e-com, this is not the session for that. And number two, please make sure all questions asked are questions beneficial to everybody. A rising tide raises all ships. So to avoid the selfishness, those are the two simple rules. On that note, let's hop over to Sarah.

Hi Sarah. Hi. Can you hear me? Loud and clear. Yeah.

Yeah.

Cool.

I wanted to ask you a kind of a strategy mindset question actually. It was very hard for me to find how to prepare a MFGI and to do all that from a high-ticket offer. And I realized one thing, that I was overestimating my clients. It took them more time than I thought it would take. So they would stay anyway, they would stay with me 2 or 3 years. And actually I renew everything every year, so they are happy to stay. It's a kind of continuity, natural continuity, but I'd like maybe to organize it. I've tried to organize it with certifications and 2 or 3 levels of certification that would give them a reason to stay. And I realized also that I kind of was, when I tried to make MIFGEE and to make a trial. It's hard for me to, uh, it's a very small community and a very small group for now. So, uh, this is weird for me to have someone coming and then maybe leaving. And, uh, see, so I don't know how to—

What's the price of one of your community?

Uh, it's almost €5,000 a year. And these are for teachers, uh, who are either trying to leave or to get better at what they do, thinking that one day they might leave and use that also.

Yeah.

So—

The question is you're trying to create a Mifki to get people into that, but you're nervous about just that there are people coming and canceling and it might ruin the—

Yeah, it would be a mess. I mean, we have a great community. They come in, they say, I just welcome them and I stay with them and it's very personal. So, if I have to do that, I'm gonna be overwhelmed. By people coming and going outside. So, uh, yeah, I kind of have.

Yeah. What if you created like a lower level of your community that's like a $97 a month one, and then that's where you bring these people into and you're nurturing them and trying to send them into the $5,000 one eventually. You know what I mean?

Yeah. Except I'm alone to do what I do, so I'm afraid to be overwhelmed with everything.

Well, you have two options then. Number one, don't do it, which is a totally acceptable answer. Or number two, hire somebody. Yeah. You know, if you're— or find one of the people who are in your community who love you and think you're the coolest person in the world and say, hey, I'm looking for two mentors or one mentor for a smaller community of, you know, for beginners. And I bet you wouldn't even pay them. You just say, hey, be part of this thing. You can be mentors for the smaller community. You can come in and just share stuff and then they could, you know, you have other people run the whole thing for you. But also, now you don't have to do either. You don't have to do a MFTI. Like, if you have a good process that's working, it's just how do you, how do you keep scaling what you have now, you know? Okay. That's nice about our business. We can— there's a lot of different ways to skin the cat and we get to kind of choose what we want to, we want to focus on. But you shouldn't do anything that doesn't fit with what you want to do. If you don't want to do it, don't do it.

I want to do my homework.

You're an A+ student, huh? Okay. Okay. I think I'm going to leave it and I'm going to see that the thing is the certification will help me to get my certified people to go and then be my coach actually. So I can confide them to my people because I'm very exigent and I want them to be very good in what they do.

Okay.

I'll do that. I'll keep on doing that. Okay. Thank you so much.

Thanks, Sarah.

All right, next up we have Ray, Coach Ray. How we doing?

Hey, how's it going? Hey Russell, first of all, I just wanna say thank you very much for everything you guys do. Dante, you're phenomenal. The whole team at ClickFunnels is phenomenal. Even your support people have been so gracious in helping me on certain things. And I resonate a lot with like your background. That's why I love what you guys do because I'm a very ADD person. I had to write my question on the right-hand side on the chat just so I could remember it, because I knew I was going to forget it by the time you said, you called my name. But yeah, so I'm a highly technical person, I'm a technical consultant. I come from high ticket, so every client is usually like a $250,000 client that I get. But the, you know, the reason why I went into ClickFunnels was because when I went to Funnel Hacker Live, like I saw the people walking across stage that made, you know, that was 2 Comma Club winners. And the thing is, I had spent 8 years to make 2 commas in my business and these people were doing it in a year. And so I'm sitting there like, okay, I need to change something. So I jumped into ClickFunnels and I've been trying to build my funnels and stuff like that for the business. And because I'm doing high ticket and by the way, Core Secrets off the chart phenomenal.

Thank you.

You freaking like, it was an aha moment. Core Secrets was an aha moment on the frameworks. Because I couldn't necessarily understand how to build out my frameworks. And that was an amazing course for that. So I went through that. And so now I'm trying to do that. I'm trying to build out the course, the frameworks, everything. The problem I'm having is every time I have a framework in mind and I start working on it, because of my ADD and shiny object syndrome, I start to expand the concept of it. So it goes from like, oh, because there's this one video, you're just like, just do these 5 steps. Like, these are your 5 steps, that's your framework. Like, just stick with these 5 steps. And then I started going down that process and I ended up like, now I had 10 steps, you know what I mean? And so I just kept expanding. Um, so, so there's 2 questions. It's like, you know, when coming from like trying— I'm trying to help e-commerce people who, who are trying to automate, like try to automate e-commerce to where they have to work less in their business. So basically I'm trying to teach them how to put the systems together but also do like a do-with-you It's like a do-it-yourself with a do-with-you type situation. And I'm just having trouble figuring out like how to put that together because normally you guys talk about doing a MIFT key and I've tried the MIFT key thing, but I can't seem to get anyone to take the MIFT key. Like I have social media posts out there, I'm doing all those kinds of things and I'm just having trouble with trying to get people to take the MIFT key. To get into the funnel. Um, and at the same time, I don't know if I'm— maybe I'm going too broad again, or should I stick to just like what I was originally thinking of? I know it's kind of abstract questions. I hope—

two sides, there's Mifki side, and there's also like the content side. Which side do you want to kind of dive into first?

So, uh, I guess we could dive into the Mifki side because I think that's probably more—

actually, Ray, if you don't mind, let's dive into the content side. Okay, because if you guys aren't familiar, Mifki follows Russell's linchpin methodology. Linchpin is amazing and fantastic, but just to stick to OFA, right? So, so you can have— okay, okay, right now also we said Mifki, we're having a hard time. I don't want you to struggle. Let's, let's do this, then we can work on Mifki once this is rocking and rolling.

Sound cool?

Okay, awesome.

I'm trying to find— yeah, okay, well pretend like I'm holding 3 books. I have another book called DotCom Secrets, so this is So, I'm similar like my frameworks. Yeah, there. So, Dante's got the other one. So, when I first sat down, first time doing this, like DotCom Secrets was like I've been speaking and trying to teach these things that I've sat down, I'm writing a book and training these frameworks. And like the first outline of DotCom Secrets was like, it was insane. And I went through and tried to write the whole thing. And then the book was like, it had like everything in my head, but it was kind of like squampus and all over the place. And it was just like a lot. And it was funny, actually. I remember hearing an interview with like Ryan Holiday and Tim Ferriss and talking about their books. And they said, yeah, we usually write like a 2,000-page book and then we rip out 1,500 pages and the 500-page book left over. Like, the best thing is all this stuff you throw away. So I remember going to the original DotCom Secrets manuscript. I was like, oh. And so I pulled out like half of the book and it was like heartbreaking. I'm like, this is like my baby. Okay, now fast forward 10 years later. What's crazy is the 2 things I pulled out of the book became Expert Secrets and then Traffic Secrets. So, like, those frameworks, they were so essential in my head because in my head, like, you have to know all this stuff. But I pulled them all out and then I had just the book that was like, hey, here's the funnel stuff you need, then here's the story stuff you need, then here's the traffic stuff you need, as opposed to trying to put them all in the one spot. And so, I think a big part of it is like, you know, it doesn't have to be 5 steps or 10. I mean, 10 might be perfect. It doesn't matter. Also realizing that sometimes for us, we're so obsessed with all of our frameworks, our things, like we want to make sure they have everything. We want to like shove everything down their throat versus what are the things they need at this step in the journey, right? And just figuring out those, putting those things together and then being okay with like, okay, it's just coming, but it's not part of this. It's over here. But this is what you need right now in this moment of the interaction with you as a customer. You know what I mean? In fact, it's funny, we used to do events. We just added these 3-day events. This is way back, man, pre-ClickFunnels. We do these 3-day events and I would give them everything again, every framework I knew in 3 days. And people are like, at the end, like, this is so good. And no one ever did anything with it. And so I started transitioning. I remember it was hard for me because I was like, as an educator, I wanted to give people everything. We shifted our events where we went back and I figured out what are the most important things they need to know, not what I want them to know, what they need to know. And I just did one day of that. And then day number 2 went through and we did exercises to reinforce day number 1. Day 3 did exercises to reinforce day 3. Or the day one again, and people came up like, this was amazing. And then they actually did the things. I was like, oh, okay, I gotta stop trying to give everything right now and just like, what are the things they need right now in this part of the journey? Like, those are the frameworks. And then, you know, upsells or different events or next thing is where the next pieces will come, right? Like OFA right now is amazing, but it's, it's, it's the frameworks people need at this phase, right? After that, you need to come to the selling online event and become a Prime Mover because that's the next set of frameworks. Then from there, I get to our Inner Circle, which is the next set, and then Atlas is the next set, you know? So it's just kind of in your mind thinking through that, like, okay, this is someone brand new coming to my world. What are the things that they need right now to get a result? Not everything they need, but what are the things they need to get a result? And then that's what you focus on initially. Does that make sense?

Yeah, yeah. Because I have— because so I start off with like, this is how you build an e-commerce store, like just like very basic because I'm looking at it from a technical perspective, like not from the go find a product. And this is basically like, this is how you can quickly build the e-commerce store. And then like the next step in the process is like, now this is how you build out your automated messaging and all that kind of stuff to make it run like a well-oiled machine. So it sounds like what you're saying is maybe I should start with just, this is how you build out your store. Yeah. And then make that the first launch. And then, you know, from there, uh, you know, pay after they've signed up. They're like, hey, by the way, later on I'm gonna have a whole nother thing to take you even further.

The store's done. Now, next step is jump into, you know, in college, just all the time, History 101, the History 102, the History 2. You know, like, that's how us as humans learn. So it's line upon line, precept upon precept as we're growing together, you know. I think for sure that'd be a bad idea. My guess, I haven't seen your MIFKey, but my guess is your MIFKey probably has multiple things too where they're like, yeah, versus like very specific, like, hey, you're gonna get this one thing, this one strategy. Yeah. Like, MIFKeys are supposed to be useful but incomplete. Like, how to make something that's like, oh, that's cool. But it's not everything. It's just, it's useful but incomplete where it's like, okay, I need that thing that seems exciting that gets somebody in the door.

Yeah, my Mifkey has like the 5 functions of an e-commerce business, not necessarily like these are the steps to start your business, right? Yeah. So, so it's far more, has a lot more content. So I get it.

Yeah.

So probably that's the issue is it's overwhelming because it has too much information.

Yeah. My Mifkeys, it's funny because like when I start teaching Mifkeys, the biggest problem people have is they're all trying to take their big courses and give away as a Mifkey. I'm like, no, no, Mifkey's not a course. A MIFKI is like one sexy, exciting thing that's like, ah, I need that. That's so cool. I don't know what that— I need that thing, right? And then the thing that they're attaching it to, like the course or the continuity, whatever that is, that is like what's complete. The MIFKI is just like this irresistible offer. It's like going to the grocery store and they have the free samples. You're like, I want to try one of those so bad. You're like, okay, I'm going to try it. And then now you're in the process, you know?

Awesome. Awesome. Yeah, by the way, just a quick thing, your developers are phenomenal from a technical perspective. Your developer, your API documentation was phenomenal. I actually taught someone in the Facebook group how to integrate their third-party tool into your API because the API is so simple to use and how they designed it, it's easy to just, if you know development software, you can just easily integrate the ClickFunnels into anything, so it's pretty cool.

It's funny, that's one of the big reasons why I built the new ClickFunnels, 'cause the original ClickFunnels Classic didn't have API stuff, didn't work. Because we hadn't thought about that where 2.0 we built with knowing that's what we wanted to go. And so it was thought through well, which is, um, anyway, so that's awesome. Thanks for telling me that, makes my day.

Yeah, it's awesome. Thanks, appreciate it.

Yeah, thanks, Ray.

You got it, Ray. Thanks for the question. Our, uh, our, our, our director of API, his name is Rich, and I'm definitely going to clip that out and send it over to him.

He's going to love it.

Rich is— Rich, Rich is passionate about API and building it in a way that you guys can do everything you need. We have a powerful, powerful API. So really appreciate you sharing that, Russell. It's 12:50, man. I know your schedule. Thank you so much for all the time. It is a blessing to be able to share it with you every single Friday.

Really appreciate you, Dante. Awesome hanging out with you as always. And everybody here, thank you guys so much for letting me come play in your playground for a couple hours, or a couple, you know, an hour or so. I really enjoy it. I think next week I should be back, so hopefully we'll see you guys all again next week. And I'm gonna pass it back over to Dante to keep running with you guys. And, um, all right, you guys, don't forget, you're just one funnel away.