Funnel Hack First, Webinar First, and the Math of Tiny Marketing Wins | #Marketing - Ep. 78

This episode is brought to you by Indeed. Stop waiting around for the perfect candidate. Instead, use Indeed Sponsored Jobs to find the right people with the right skills fast.

It's a simple way to make sure your listing is the first candidate to see.

According to Indeed data, Sponsored Jobs have 4 times more applicants than non-sponsored jobs. So go build your dream team today with Indeed.

Get a $75 sponsored job credit at indeed.com/podcast.

Terms and conditions apply. Hey, what's up everybody? This is Russell. It is a Friday as I'm recording this, and I just got off probably my favorite Q&A call I have done inside of One Funnel Away. I was gonna stop sharing these on the podcast 'cause we're transitioning the podcast here in the future to something really exciting, but yeah, I don't know what it was about today. The questions, the magic, what we shared, the ahas, the idea, like, man, it was really, really good, and I do not want you guys to miss out on this one. So moving forward, probably gonna be keeping all the Q&As walk down just for people who are inside the One Funnel Away program, but I just, I have to share this with you guys, it's too good. And hopefully maybe some of you guys will be an inspiration for you to go to onefunnelaway.com and go sign up. Good news is right now, we're gonna be raising the price back to normal price soon, but right now you can get One Funnel Away for free if you are a ClickFunnels member. So if you're already a ClickFunnels member, you can log in and come on these live Q&A calls I'm doing, go through the new program. We have two OFA tracks, one that's focused on e-commerce, and Trey Lewellen does it, it's insanely good, like he is blowing up. So many people's e-com funnels right now, it's insane. And we have one on my side where I'm teaching the expert if you wanna be a coach or consultant, and then Trey and I both do live Q&As every single week, and it is insane. So it was fun, it was special today. So that said, I'm gonna pull up the Q&A, you guys can listen to it, and then like I said, come join us, come hang out on OFA, a lot of cool things are happening over there. I appreciate you all, and if you got a big aha or big takeaway from this episode, please let me know. Go to social, take a screenshot of it, tag me and be like, yo Russell, that was sick, I love this or that, or whatever it is, let me know. So thanks, you guys, and I will talk to y'all soon. This is the Russell Brunson Show.

Gang, it's 12 o'clock on a Friday and you know what that means. We get to hang out with Russell Brunson. I'm super excited for today. This is going to be an absolute blast. If you are an expert, just to set the rules for this gang, if you're an expert, this is our expert-only portion of the training today. So from 12 to 1, we're only going to deal with expert questions, your one-to-many presentations, and any hurdles that you have going alongside that. And there he is, the man himself, Russell Brunson. How we doing, my friend?

Amazing. How you doing, Dante?

You're always amazing. I'm amazing as well, man. Super blessed.

Excited to be back hanging out with you again. It's the best part of Friday.

I'm excited to be here. It's been like Funneltopia over here this week where the leads are flowing and conversions are sky high, baby.

We had, uh, we had some of my, uh, Nick, one of my favorite funnel builders, flew out to Boise, so we were here And my wife's out of town this week, so we were at the office till over midnight every night this week building funnels. I was in the editor cranking on stuff. I was like, this is what it's all about. Like, I had so much fun this week. So today's kind of my day of just like recouping. So if I seem half asleep, it's 'cause I am. We literally pulled, man, from 8 AM till midnight 4 nights in a row, and it was so great. So anyway, but I'm here and pumped.

That's amazing, man. That's so fun. Anybody else like me and you're like, man, I'd pay a year's salary to be a fly on the wall in that week. Be awesome.

We like, it's funny, I was talking in the Funnel Fridays call, I'm like, the stuff that we're doing right now, just everyone's aware, like we're doing stuff that nobody else, like when you look at like what people are teaching and training on, it's all stuff that we were doing like 2 or 3 years ago that like now the market finds out and catches up. Like if you, if you watch close what we're doing, like we are pushing the boundaries. Like we're doing stuff that will, people will talk about in a year, year and a half from now. It's like the, the, the newest thing. But like, I just look at, anyway, so pay attention to what we are doing as well. Like, some people are like, Russell, you send so many emails out and there's so many funnels, I'm overwhelmed. Like, stop being overwhelmed. Look at what we're doing. Funnel hack it. Like, we are a year, 2 years, 3 years ahead of everybody else in our industry, and so like, pay attention to what we are doing from that. Like, you guys are past the stance of like, needing to freak out and being consumer, all this stuff. Like, you guys are now doing this. You're funnel building, you're funnel hacking, you're understanding these things. Like look at it for the art it is, watch it, understand it, like how can I replicate it for my business? Yeah, like we launched a funnel just a week ago that is one of the highest converting things we've ever done and it's backwards from all the stuff you've ever seen before and so if you're on the email list, go back and click on all the links and be like what's he talking about? And you're like we're leaving breadcrumbs, but again in 2 years from now people will be talking about it as if it's the new thing they just figured out. So anyway, it's fun, like this weekend was, this week was fun 'cause we were innovating some really cool things that, um, yeah, just watch what we're doing.

And so, yeah, as everybody goes scrambling back to their emails right now. Yeah.

Be treasure, like, think like you're treasure hunting. You're looking around looking for the, for the buried gold. So it's fun.

And it is funnel hacking, right? It's the basis of everything. If I didn't learn funnel hacking, guaranteedly I wouldn't be here where I am today. I wouldn't have been able to learn as fast. So like, and it's funnel hacking always too, right? Russell, don't just pay attention to what ClickFunnels is doing. Pay attention to what the market is doing. We should always be looking at those things because it's first, it's first to move, right? It's the first to be in that new blue ocean or turn a red ocean into their little blue ocean. We got to move quickly, which means we got to know what's going on.

Yeah. It's interesting. And, uh, on the coaching side of our business, our values, one of our core company values is called funnel hack first. So like no one in my, in my core, in my company is allowed to work on something just like, let me be creative. It's like, you have to funnel hack first. You can write an email. You're not allowed to write an email until you've gone and looked at when are the last 10 times that we've run a campaign like this in the past, and then what are like our top 10, 20, 30 people in our space that are doing it, how would they promote this kind of campaign, and from that, honestly, that we upload all AI, analyze it all, and then we do, we'd write a version based on that, right? If someone's building a funnel, or a template, or a page, or a VSL, or an upsell video, or a webinar, like even though we've been doing this game longer than anyone, step number 1 is funnel hack first. Like they are not allowed, if they send me something like, "Hey, I did this, what do you think?" I'm like, "You're fired, you're done." I need to see like, "Hey, this is what we were creating, I found this, this, this, and this other people were doing that are similar. From that I analyzed it all, pulled out these things, this is the commonalities, this is the changes, this is how I wanna innovate on top of that, here's the idea." I'm like, "You get a raise." Like that's the right answer. So funnel hack first, like it's a methodology that we have weaved into the soul of our company in every aspect, from emails to marketing to ads to funnels to support to everything. Anyway, it's still, still happening for all you guys. So keep doing it. Don't, don't stop.

And isn't it funny? You know how people always like to look at Agora and you've talked a lot about Agora and what they've done and what you've learned from them. But like people look at Agora, like nowadays when Agora launches offers, they just launch one offer because they figured it out. And like, no, no, they don't. They're still launching 9 or 10 offers just to find one winner. They're still doing the thing. And Russell is still funnel hacking. I think it was a couple of Funnel Fridays ago. Jake was telling a story about how he was sitting with you recently to go do a thing. And you were like, oh, I want to learn about that. So you pulled out your credit card, you bought the flagship, you went through the upsell sequences, you took your screenshots. It's like, it's Russell Brunson. He knows the game. He built half the game at this point and he's still funnel hacking. So if Russell's still doing the thing, it's obviously core and integral. You should be doing the thing.

Yeah.

In fact, uh, speaking of Agora, we like, um, 3 weeks ago, my Atlas Group, highest-end mastermind, we went to Agora and spent a week with them. And like, despite the fact I've been funnel hacking for years, I like, I missed the core essence of what they were actually doing. And so the new funnel we launched, if you look at it, you got, I'll give you a breadcrumb. If you go to offerlablaunch.com, if you go to that funnel, you will notice a whole bunch of Agora inspiration happening from there that is insane. And it's converting at, insane numbers. So, funnel or offerlablaunch.com. So, there's, there's the breadcrumb to go, go play with and go, go check out. Um, and, uh, that's all I'm going to say for now.

That's all I'll say too, because I get a little fired up about OfferLab. Anyway, man, so good to have you here. Let's get to some questions. Uh, I know Renee was here ready to rock and roll early, so let's start with Renee.

Okay, thanks guys. Um, hey Russell, how are you?

Amazing.

Yeah, thank you. Hey, I'm trying to be succinct here. Um, so I have a— I've been an executive recruiter for 25 years and I've been going through my whole blue ocean, um, thinking and reading and all that kind of stuff. And as most people probably know, and you know because you run a business, it's like a bloody red ocean in the recruiting business and people hate recruiters. It's like an awful process. And so I've been trying to do some pivoting. And so that's kind of how I fell across you guys. I went through the program. And so one of the things I was looking at was building out my framework of recruiting and hiring and then offering courses, but then also offering up sort of the latter would be implementation to companies, oversight if they needed it, you know, getting inside the companies is sort of like the higher-end offering. So my question to you, I have two questions. The question is, um, I can't find a lot of people that do that, so I'm a little bit concerned if the market wants it or doesn't want it. I know they need it because I'm in this world, so I know they need it and they fail a lot in it. They probably would be open to the recruiting secrets and all that stuff. I could definitely do that part of it. So, A, I'm concerned about, like, hacking, finding that, and then secondly about selling that or attracting the clients and what your methodology is on B2B, because we see a lot of B2C examples in your program, um, but I don't see a lot of B2B. So I just kind of want to make sure I'm on the right track. Does that make sense?

Yeah. So you— are you teaching recruiting or actually doing the recruiting? What's the, what's the business?

I've been doing recruiting for 25 years, so right now I'm still in search. Accounting and finance primarily. I'm a CPA, and then we do HR work too.

So the business you're building a funnel though, that is to build that business right there? Is that the, is that the thing, or are you building it?

No, it's just, it's to teach It's to teach the frameworks.

Okay, and you're teaching— who's the person buying? Is it a business owner or someone who wants to learn how to become a recruiter?

It would be the business owner internally at the enterprise level. Their biggest problem is, is attracting the right talent, and then they screw the entire process up all the way to the close. I mean, you see it. I've seen it for 25 years. I've had thousands of conversations.

So yeah, it's because people— business owners like me should not be interviewing people and hiring because That's like, you have no methodology. I love to hang out with them. It's like, that's not what you're hiring for, to hang out with you. You're hiring for someone to do this.

They call the likability factor. You hire people that you like. Yeah. And then you hire on gut.

Yeah.

You hire on gut. You hire on gut, which is anyway, you know how expensive it is if you have the right guy.

Yeah. Because most recruiters charge percentage of year one salary, right? Or something like that. So like, what's the, like, if you place somebody, what's the average commission you get for that?

Well, you charge 25% of the base salary if it's a contained search. If it's a retained search, you get bonus too. But I mean, it can— it's a lucrative business, you know, you make a lot of money at it. The problem you have is it's an up and down, so I want to try to smooth out my— smooth it out. Like, you know, you feast or famine sometimes.

You're going to be teaching the, the secret underground, uh, secrets of a top-tier recruiter and how you can get the same customers that, uh, the same employees that right now you're paying 25% year one salary, yes, up to $100,000 just to place this person. You can find the exact pool of customers where we find them, how we find them, and not— and cut out the middleman. There's your headline. Let's go, let's go!

And as I say, the two biggest problems you have— the only reason people hire me is either one, they don't have the time or resources internally, which is the same thing, or B, they don't have an inbound strategy. They only have an out— they don't have an inbound strat— excuse me, They don't have an outbound strategy either. They post and they hope the right person comes in, and then if they don't, then, then they have to call a recruiter. So they're just— they're not sophisticated. So I have to go like an inbound process for them.

Is that part—

I have an inbound— I have one, yeah, that I can teach.

Okay, do you teach it or do you help, like, integrate? Is it like done with you, or is it specifically I go through a course and kind of figure it out?

I think it could be anything. I think you could go to HR and say, here's the course, like learn it, you implement it yourself. Oh, I can't, Renee, I'm failing. Okay, I'll oversight it on a retainer, see where we need to go. Oh, that's, you know, I need a little bit more handholding. Then you go into the company, you can actually handhold the clients. That's the premium that I would, I would charge a lot to do that. I'd love to be able to just— the other thing I can do, Russell, is I can get those courses professionally certified so they can meet the continuing education credits for that course. For the HR professional. So that's like another angle to it.

Okay, so what's the course you— well, I think it's for like me as a bus— and I'm not always everybody, but like I wouldn't want to buy a course because I'm like, I, I just want someone to— I don't want to pay the recruiter because again, first time I paid a recruiter it was insane, then the person quit after like 2 months. I was just like, well, you got to have a guarantee on that. Call me. Yeah, it was a bad— so, so then I was like, all right, screw that, we're going to figure out our own way. And then went through nightmares trying to hire someone. So I would love to have someone like, you know, now I've got an HR department who's got a process and like, so we have that now, but we didn't for a long, long time. Like that'd be the value I think is like, is not necessarily you'd have to do it, but it's like coming in, here's the frameworks and then you're gonna have someone on our team over 6 weeks that's gonna help you to install this part and this part and train the people. And like just the, you know, 'cause I don't, I don't want to learn. I just like, I want the end result of like the employee. I don't necessarily want to learn it. Someone who's HR might want to learn it, but the business. If you're going through the business owner who's probably you're going to be targeting, unless you— it's harder because you target the HR person, then even if they are excited, then they have to get permission to go buy it, and then they have to sell the— you know, like, it's— I think it's easier to, to target the entrepreneur who sees the pain of like some of the costs and just be like, well, they may punch them, they may punch you to HR, but that's okay, right? Yeah, but you want them to make the decision otherwise because it's so much harder to go back up flow the other way because then the HR person goes and pitches it and they screw up your pitch because they didn't they don't know how to sell it and they don't have the stack and all this stuff that happens, you know?

Yeah.

And so I think like the way I would position the offer is like, hey, if you have an HR person or if you're gonna create somebody, we'll give them the training to do it. But then we've got someone who, you know, we do 6 install sessions or 4 installs or whatever that is, 4 1-hour sessions where some of my team will come and actually help install the different, whatever the elements are of the framework. And that way when it's in place, then it's like, then you run the ads. Now the right people come through. And versus, you know, what you said normally happens, which is so true.

Right, so you think that you would still target the founders? It'd have to be a very fast-growing smaller company that thinks they— that it's sort of— I think the ICP is somebody who's kind of drowning and they're having a lot of problems. They don't have any time, but yet they can't—

What size company is your dream, do you think?

I think it has to be— I think it's going to have to be like I think it's going to have to be Series A or B, probably, where they're doing a ton of hiring. If they're not doing a ton of hiring, people probably feel like they don't need it for the occasional hire they have to do, you know what I'm saying?

Yeah. Um, what price point are you thinking for this?

I don't know. I haven't, I haven't gotten that far. You know, the whole thing about the, the online courses was be able to send their HR people to like async training or training with me first, then they, they're educated, and then you could go in and then you could work with them as a team to implement them. That was sort of the, 'cause the people on the front end have to get trained. I mean, we can do the one-on-one training. I just don't wanna be trading my time like that all the time. You know what I mean?

Yeah. Yeah. I think I would position where it's like almost like a two-part offer where it's like, let's say it's $2,000 to train the HR department through the thing, or for $5,000, we'll also give you 4 installation or implementation calls or something like that. You know what I mean? And then the goal of the 5, the 4 or 5 or however many calls would be like potentially an upgrade into whatever the next thing is. Now we got a $25,000 thing or, you know, the, that's kind of how I would, I would—

Or you're going into the company and you're, you're doing maybe some group trainings and then you're doing, you know, sort of one-on-one and even auditing the interviews and things like that. There's a lot of art, there's a lot of psychology to it and people don't understand it. I mean, I went through all, by the way, I went through all of Tony's stuff. I went through all of his live stuff. I went to Date Through Destiny, 3 o'clock in the morning, the guys are standing up with the chairs screaming. I did all that stuff. So, but do you think there's a market for it? Like, what is your gut as a business owner? 'Cause I don't wanna go through this whole thing and then, you know, I mean, I need to test it, but.

Yeah, I think if I look at my, just the world I've created for the ClickFunnels world, right? Like people going from zero to a million, you just, them and one or two buddies hanging out, you know? And then they get to a million, then they start, that's like the next phase. Like my inner circle, that's where people start struggling with just like, I'm overwhelmed, I'm doing 800 things. And that's, they're trying to answer that question of hiring. For a lot of those, they're probably not in enough pain yet to hire an HR person. You know what I mean? Like they're not there yet. So it's probably a little bigger. I'd say like, I'd say like you're looking at probably somewhere around $3 million and above. You know, like a million, by $3 million it's like they've got enough stuff and then it's just like they're kind of, now there's like, I need someone to do this part. And so I think in like in the small entrepreneur world, it's probably a little harder push. Not that it's impossible, but it's harder. But if you look at like you started out Series A round people, you know, like we're creating an offer specifically to target the same thing, people between Series A and Series B. And so I was doing a lot of research and there's tons of podcasts of that exact demo, like the perfect everything. And you can buy ads on them, you can feature. But I think if me, that's the demo I'd go after. And like I literally, I put together a Trello board and I found like 50, places. I'm like, if I just spoke these 50 places, that's $1 billion revenue for me. Just like, because it's like the dream customer. They're listening to these podcasts. They're like, that's the— they're the Series A people trying to figure out how to get to Series B. Um, and so that's what— that's what you're saying.

These are, these are podcasts that are talking to these— that segment.

Yep. Then you advertise on that podcast, or even just like you come in and, and like podcasts are just like a TV show. Like back in the day, I wanted to get on— I wanted to get on Oprah and all those things, and so I hired Yeah, and all they do is that they figure out different hooks that Oprah might think is interesting. So they pitch her on hook and this hook. It's the same thing on podcasts. Like, podcasters looking for interviews, but they're looking for good hooks. And so it's just like that hook that I gave you earlier, you know, of like how to cut out your— the recruiter.

Is this recorded so I could get that hook?

Yeah, yeah, it is.

I'll get you the link right now.

Thank you. Yeah, but like, that's a good hook. You could pitch these things and then, you know, again, you pitch it to 20 shows, you get 1 or 2 to pick you up. And then you have the one, you do it, and you can get insane amounts, you know, and from there you can push people to a webinar, you can push people to whatever the thing might be. And you just come on and you tell them the story. These are the recruiting secrets, no one knows or understands the psychology in this, and you just like tell them the stories about all the cool stuff. And then the host usually will be like, this is so great, where can people learn more? And you're like, I'm actually doing a web class this week. Go to reneebeckman.com/webclass and you can jump on for 90 minutes, I'm gonna go deep into this, it's gonna be amazing. And then people on the webinar, boom, sell them the thing. And then rinse and repeat and keep doing that. And that's the game.

All right, awesome. I have a lot of social proof, so it's not like I'm not— I'm already coming from a place of strength from an expertise standpoint. I don't have to build that, but yeah. All right, cool. All right, thank you so much. Appreciate it.

Good luck with it all.

Thank you.

Yeah.

Oh good, this is why I love Fridays. That was sick. Okay, uh, hey, Carrie said she had a Russell question. Let's bring Carrie up.

Um, yeah, hi, really great to speak to you, Russell. So I have a question. I am— well, I want to create a digital product library. So I'm, um, I'm a physiotherapist and I also teach nervous system regulation. Um, I used to be working with chronic pain clients and I just took like a year off, um, to be with my family and have a baby. And I want to come back and I'm shifting what I'm doing because I, it wasn't really working, like the whole chronic pain angle. Um, it was quite heavy for me. And so what I want to do instead is I want to help. Um, I wrote a book about burnout recovery and I want to package that book into a digital product library that I can kind of create and then sell evergreen so that I can, like, I don't want to be doing one-to-ones or lots of live calls or webinars and things. So I'm thinking kind of, yeah, build out the product library and then that, and, you know, just commit to doing that for the next 12 to 18 months. And then once I've bought a really, built a really strong audience of that, then I can start pitch, like making my webinars and pitching a higher-end product. So my question is, like, how would I go about packaging my book into an offer, like, and into a digital product library like that?

Okay, first thing I would do— this is not the answer you're hoping for, but okay— I would flip your timeline. So you said you're going to start with the book, the, the digital course, or the digital, and do it for 18 months, and then go and do a webinar. Um, so the simplest way to make money and the easiest to be profitable with paid ads is a webinar first.

Okay.

Like a low ticket front end book funnels are the hardest to get working on paid ads. Like you have to be a ninja to get the copyright and the upsell structure and that, like it's even for me, it's the hardest of the funnels to get to be profitable because the margins are razor thin everywhere. Whereas webinars, you sell $1,000, $2,000 thing, you have a lot more grace, you know what I mean? Because if you get a couple sales, it covers the ad cost, couple more, you're in profit and it's off to the races. And then you're gonna spend the same amount of effort creating the digital courses you would, whatever the offer is gonna be on the webinar. You know what I mean?

Okay. Yeah.

Yeah. So I would look at it kind of from that standpoint of just like, okay, how do you take your book, the content, the concept of your book and like actually turn that into a full-blown course and create the webinar to sell that course. That'd be my first path of action. And I'd focus on that.

Yeah.

And if you spend the next year doing that, think about that, like, I have a funny story I'll tell you after, but like, If you think about that, like when I got in this game, I remember this guy named John Reese. He did $1 million in a day and he did it by selling a $1,000 course. He sold 1,000 copies. And I remember like that was just so inspiring for me 'cause I was just like, that's now tangible. I'm like, if I had a $1,000 course, if I sell 1,000 copies, I made $1 million. And I was like, he did it in a day. I was like, what if I could learn how to sell 3 a day? If I do 3 a day for a year, that's $1 million in a year, right? And so that was like my goal. I reverse engineered, I created a $1,000 course. It was called DotCom, I found the sales page this morning, it's kind of crazy, anyway, it was called the DotCom Secrets Home Study Course. This was before I wrote the DotCom Secrets book, it was just like, but it was all this stuff, and eventually became a book, but it was like me teaching it all. I filmed an event of me for 3 days teaching it, and then we turned and put it into videos and burned them on DVDs, and then went out there and I started selling that, and you know, sold 1,000 copies eventually of that. And it's like, And then, yeah, so I'd be looking at it from that standpoint, 'cause like, if you spend the next 12 months just doing that, I've seen it enough times that I have so much confidence in the model. Like, I've seen thousands of people now come to my world, they're like, if you can, it takes a while to get the presentation right and the offer, and it takes a little while to tinker around with that, but when you get it working, then it's just really easy to scale. Like, usually after people spend, it depends how long, sometimes it's 2 or 3 months, sometimes it's 6 months, but getting that working, and as soon as the numbers work, then it scales and you hit 2 Comma Club in months. Like, it's really quickly to scale. So it's like this upfront work to kinda test, and then it scales really quickly. And then for me it's like, when a webinar starts scaling and like, traffic starts getting more expensive, that's when I come back and I build like a lower-ticket book funnel. But the book funnel I'm gonna lose money on. The only goal is to come in, I lose money, but then I push those people to the webinar, and then the webinar makes me more money. So it's just a different front end. But I always lead with the webinar. That's why we shifted OFA to focusing specifically on webinar funnels. I'm like, it's the fastest way most consistent way for people to make money right out the gate. It's like, that's where I would put the effort for the next 12 months is mastering that piece of it. It's gonna get you a lot faster. And it's funny 'cause like, this is the other funny story I was gonna tell you. In my inner circle, when I first launched that coaching program and people would come in, I made everybody go through my webinar training, be able to do webinar. And so people would come and they'd do their first webinar and they'd make 30, 50 grand, whatever it was, and they'd come back, all right, what's the next funnel? I was like, you don't get another funnel. It's like, what do you mean? I'm like, you have to make at least $1 million in this funnel before you're allowed to do a second funnel. They're like, but I already did it. I'm like, no, you don't understand. Like, this is the, you have to focus on the same thing for a year. And I'd force them to focus on a year, and then within 3 or 4 months, 'cause they were like so, you know, they're entrepreneurial ADD people, so like they would, you know, wanna transition, so like they'd focus on for 3 or 4 months, they hit $1 million, like, now what's the next funnel? I'm like, okay, next funnel is just a funnel to get more people to watch your webinar, 'cause webinar works, that's the conversion mechanism, like that's the holy grail of any business. One webinar converts, like, I mean, we built, the ClickFunnels webinar built a billion-dollar company, like one funnel, one webinar, right? And so it's like, you have that, and so then the lower-ticket things are just to, again, if you look at my books, DotCom Secrets was to get like people who understood funnels into my world, and then Expert Secrets is to get people who don't know anything about funnels, but they have expertise, and grab that segment of market, unprofitable, we don't make money on the book, and then put in the webinar, and the webinar makes some money. And then Traffic Secrets, people need traffic, they bought the book, come in, So I'm creating these other front ends to bring them in, but the core central piece is still that webinar.

Okay, so, so what my current web funnel that I've just built is, is a free book funnel. So I'm basically giving away free PDF copies of the book within this funnel, and it's just to build audience. And so what my plan was, was to run ads for people to download free PDF copy of the book. And build that audience. And so with what you're saying, what I'm translating that into is then once I've built out that audience of people that are looking for burnout recovery, then I can do the, the webinar and invite all of those people into that webinar, which sells the, the course, the training.

Is that kind of— except for it depends on what your budget is, because you're gonna be paying $7 to $10 a lead. For giving away your free ebook. So it's hard to make your money back, right? So let me show you the magic trick. This is called— I'm gonna tell you, I'm gonna show you mine and then show you someone else. You can see two examples real quick. Let me pull it up. Okay, so I'll show the screen, but if you wanna see this, if you wanna go through the process in Funnel Hacker Rambo, if you go to salesfunnels.com, salesfunnels, okay, so this is the page where they give a free, they get my free ebook, but they get the free ebook for registering for the webinar, and then they have to show up to the webinar, and then at the end of the webinar, after I make a pitch, then I give them the free book, but I do not give it to them prior.

I see, okay.

Let me show you another one. This is Tim Shields, is in my Atlas program. This dude's got 9 webinars. Okay, here's one of them, and he's got ebooks, he's got cheat sheets, so this is like, "Get this $47 cheat pack for free." So he's a landscape photographer, so it's like an ebook basically, PDF. So you get it for free, but to get it you have to register, and then you show up on the webinar, and at the end of the webinar then he gives you the thing. Let me show you another one, he's got tons of these. But, 'cause the problem with what you're thinking right now is like, again, you're paying, who knows, $7, $10 per opt-in, so like if you put in $10 grand, oh no, this isn't the right one, sorry. If you put in $10 grand, you're gonna get, what's that, 1,000 leads? And then they're most hot when they first opt in. And then, you know, if you wait 2 or 3 months and you do a webinar, those 1,000 leads you paid $10,000 for, the quality of them is gonna go down 'cause they haven't heard from you. You know, they're not part of something. So then in a month now you get emailed 1,000 leads and you'll get 20% open rate. So 200 actually open from that. You'll get, you know, 50% click-through rate. So 100 will click through. And then the registration page, you'll get 30 people to register. You get 30 people. So you paid 10 grand, you got 30 people to register for your webinar.

Webinar.

Yeah, it doesn't work. Yeah, versus this, it's like you come right here and again, salesfunnels.com, come and register for the webinar. I'm gonna give you my free ebook at the end of the web class after you show up. They opt in, webinar happens, you sell them the $1,000 thing, then you give them the ebook, and now like you get your ad money back plus you make a profit. And then you can— now you can start— you put $1,000 in ads in a day, you make $1,500 back, now you got a business. Now you can start growing and scaling it and all those kind of things. Does that make sense?

Yeah, no, that makes a lot of sense. Um, I think that, um, so the actual— the whole book is probably not going to be a great lead magnet for this then, right? Because they can just— I mean, it's available on Amazon or whatever. So I think people are not—

people assume that people don't know that every— like, we literally— like, everything. Yeah. I say it. I had a supplement company before, and I sold the supplements on Amazon for like $20 a bottle. I sold the supplements in my funnel for $60 a bottle. And we were doing, you know, $4 or $5 million a year, and people buying it on the funnel. No one even looked at, I mean, a small segment goes to Amazon to try to find any discount, and that's awesome, but most of them, like, they only know what's being presented to them at the time. Most people are not out there looking for a way to get a discount on your free ebook that's already free anyway. They're coming, it's like, hey, opt in and get this free ebook, sick. And then like, if the hook of the webinar is good, like, I'm gonna watch the webinar anyway, plus I get this free thing at the end, and they sit there, they show up, they hang out the whole time. And I would recommend go to salesfunnels.com and watch the webinar, 'cause you'll see like, strategically, I keep replanting the seed, like, the bonus I told you about, I'm gonna give it to you guys at the end of this presentation, so make sure you're here. And then, you know, 20 minutes in, I'm like, hey, don't forget guys, the bonus I talked about earlier, I'm gonna give it to you at the end. But it's getting them, it's the bait that gets them to sit there and sit on the webinar and watch it, and sit all the way to the end, and then afterwards, I'm like, okay, now here's the ebook that I promised you guys,. But during that process, I had the chance to indoctrinate them, get to know them, to build rapport, and to sell my $1,000, my $1,000 thing in the middle of it.

Yeah, no, that, that's great. I love that. And I think what I'm— what I'm— my question actually, as you were talking, I had a question. Can I pre-record the webinar and so I run it, or do— would you say I have to do it kind of— do I have to do it live?

Can I—

oh man, you want me to go on the Russell Rand, or do you want me to be nice?

So very nice.

I'm actually, you can't see, but I'm holding a baby here and he's sleeping. Oh, I love it. Yeah. This is why I'm saying it's not that I don't want to do things live. It's just, yeah, it's really tricky for me right now to do, to show up live and to commit to doing that kind of thing.

Yeah. So this is the mistake people make though, is they try to do the webinar live. They pre-record it, they put it up and it doesn't work. It didn't work. I don't know why. I recommend, and if you read Expert Secrets, I preach, I have a whole chapter of me preaching about this, like, you gotta commit to making the webinar good, right? Like, it's an art, and you have to learn how to present, and how to pitch, and how to make the offer, and you have to learn what's happening and what's not working. So I recommend everyone, they do a webinar live every single week until they made $1 million. It's just a 90-minute commitment once a week. You do it live, and the first time you get 2 people to show up, next time you get 5 people, but then you start learning it, and then what happens is, as you're doing it, you're like, no one's buying, why not? And you can ask people, why didn't you buy? They're like, well, the offer doesn't make sense, confusing, or we have a program called Prime Mover that just focuses on helping people write their webinar, and there's these sisters, I call them the Wealth Twins, they're awesome, and they had, I think they had like 2,500 people on an email list from their YouTube channel or something, it was really small, and I told them do a webinar every week, every single week, 'til you made a million dollars. Like okay, they're just like, alright, I'm just gonna do what he said, so they set up the webinar, and they took their 2,500 person list, and they mailed like 250 people, so like 1/10 of it, they emailed them, Did the webinar live, nobody bought. And they're like, ah, so then next week they did it again, next 250 people emailed it, some people showed up, and from that they got 1 or 2 sales, it was just really small. So then they went back to these people like, hey, why didn't you buy? Just let us know. And then people were like, well, I didn't understand the offer, or this, or like, I don't actually, like, that was cool, but I don't actually want that. And they're like, well, what do you want? They're like, well, I want this. They're like, oh, and so they changed the offer, they tweaked something. They did that 3 or 4 times, and within a month, the next time they did the webinar, it crushed, it was like boom. And they're like, oh, and then they asked people like, It got more feedback and they tweaked it and they tweaked it. And then they went, again, the upfront part that takes a while is like, is learning what the offer, like what do people actually wanna buy from you, and then learning how to sell it. Like those are the two pieces that take entrepreneurs the longest. And if you will push past those two things, hitting a Two Comma Club and beyond is insanely easier. The hardest part is figuring out what do people actually wanna buy from you, and how do you actually sell that. And so, if you spend 90 minutes a week for the next 6 months just mastering those two things, Afterwards, you will be financially free for the rest of your life. It's just those are the two pieces you have to figure out, and you can't figure that out on an auto-webinar. I can't make a webinar once, my home putter, I'll be like, hopefully it works. Now what do I do? You know what I mean? So that's the, there's the nice version of the Russell rant, but I'd recommend, for me, like when we launched ClickFunnels, I did the webinar live over 70 times in a row, and we did $10 million that first year, and built it to a $100 million a year company, but it came from me mastering that presentation. And now I know it word for word, I could recite it off the top of my head with my eyes closed right now, and I could close 10 to 15% of you guys right now, 'cause I've done it so many, I can know exactly what numbers are gonna be, and that's the most valuable thing, but it took me a while to figure out exactly what people wanna buy from me, and exactly how to sell it, and when you have those two things figured out, that's why I tell people, Mike, hitting Two Comma Club is really, really, really, really easy, as soon as you figure those two things out. What are you selling, and how do you sell it? What do people wanna buy from you, and how do you structure the presentation to sell it? And when those two things line up, It's easy. I remember Dan Henry's one of the, a lot of you guys know Dan Henry now, he's a huge name, making a ton of money, but he came to our world and he was like trying, trying, trying, trying a bunch of stuff and as soon as it clicked, found what people wanted, webinar, 4 months, 2 Comma Club, just like boom, just, so it's like that's the effort up front. Like the funnels are not hard to build, like ClickFunnels makes it easy, funnels are easy, all that stuff, getting traffic you can figure it out, you can hire someone, but like those are the 2 pieces that are the secret sauce and you figure those 2 things out then, then it's easy. So that'd be my recommendation for you.

Thank you, yeah, I really appreciate it.

Thanks for your time. No worries. And by the way, for everyone else here, I was preaching to all of you, this is not just for her. Everyone, I guarantee you, is thinking the same things. I get people all the time now, like they do their first webinar, like, webinar converted, I'm making it evergreen. I'm like, stop! That webinar is the worst one, or yeah, that's the worst webinar you will ever do. Do it 5 more times before you evergreen it, because if you get the conversion from 5% to 7%, and then you evergreen it, and you're at 7% conversion versus 5%, and over the next 12 months you put $1 million into ads, $1 million times 2% increase in sales, that's an extra like $5 million in your bottom line that you missed because you're like, I did a good one, so I'm just gonna stop like tinkering, tinkering, it's the game, 'cause these little hinges swing huge doors, right? Like me going from, think about this, like in a traditional funnel, let's say you're getting 30% opt-in rate, right? And I'm tweaking this to figure out how to increase opt-in, I go from 30% to 40%, It seems so little, like, oh, 30%, 40%, not that big a deal. That means there's 25% more people who just gave me their email address. It means 25% more people are gonna show up to the webinar. It means 25% more people are gonna buy. So if I had a webinar that was gonna make $1 million a year, now it's gonna make $1.25 million a year, right? And so that just gave me an extra $250,000 that I can either spend on old books if you're me, or you can spend it on more ads, or whatever, you know, like,. And it's just these little, it's increasing conversions by a little bit. And so, some of you guys may have heard me talk about this mantra before. The mantra's like, how do you give yourself a raise every day? Every day you come in the office, you're like, how do I give myself a raise today? It's like, what, it's like I come in, Morag on my team, I'm like, Morag, what's conversions looking like on this funnel? And she's like, oh, we're at 32%. I'm like, that sucks, we should be at least 40%. I was like, ah, let's try this, this, and this, let me know. And next I come back, she's like, ah, that actually hurt conversions. I'm like, ah, dang it, go back to the first one, okay. Let's try this, and we'll tinker with it, and then, like the OfferLab launch, when we launched the OfferLab funnel, it was converting like 9% opt-in, it was like horrible, and so we tweaked it, it got to like 15%, and then Sunday night I was at my house, my kids and wife had passed out, I was like tinkering, tinkering, I got to like 28%, and we got to 30%, and then 36%, and then I was like, hey, the 36%, if I would've stopped after 9 or maybe 15%, I would've lost, I mean, just looking at that launch, it would've been 7 figures worth of loss, and I made an extra 7 figures just by tinkering on headlines and exit pops. Like, that was like the dumbest thing in the world, but those little hinges swing huge doors. So put in the effort, you guys, because it's— it pays in dividends.

Like, it's insane.

Absolutely does.

That really reminds me of a story you shared about your dad asking you about how you wash the car, right? And it really just like comes down to standards and like, what's the metric? What are you trying to do? Are you just trying to build a webinar so you can pump something out and you can go back to Russell and say, yeah, I did it? Great, or are you really trying to do something that you're proud of? Like, uh, if I could just share the story really quickly, Russell's dad asked him to go wash the car outside when Russell's a kid. So Russell's a typical kid, he just wants to go wrestle and beat somebody up and go play in the mud and do the thing, right? So he goes and he washes the car and he's like, yeah, okay, that's good enough. Goes to his dad, hey Dad, I did the car. Dad looks and Dad says, well, are you proud of it? Russell thinks so. Well, I don't know about that. Looks back, no, not really, I can do a little bit better. Okay, great. Does a little bit better, right? And he continues to go through this and go through this. And I think that's how you guys should look at your webinars and look at all of your funnels, every single one of your funnels. So that was, that was all, that was my gold for the day. That's my nugget. That's the thing I'm going to go focus on all next week. That was sick. Thank you, Russell. Um, let's hop over to Angela. Oh, sorry, Aisha. Excuse me. Out of order.

Aisha's, uh, very excited to get to speak with you guys. Thank you so much. Um, I am launching a webinar on November 18th. Yeah, let's go. Make Your Business Official: How to Build, Brand, and Bulletproof the Business of Your Dreams Without the Information Overwhelm. So I, I run, um, thank you for that reaction because I've worked on it really hard. Uh, I, I run a law firm, um, and the ultimate goal is to get folks into the firm. I learned that I need a strategy to catch them earlier, so I'm doing a bundle that consists of, um, LLC formation, a trademark, and then key contracts to catch the early stage entrepreneurs. I'm struggling with secret number 2 as a service provider, cuz how do I thread the needle between knocking down all those internal false beliefs? Hey, you can do this with buy my thing so that I can do it for you. I'm just as a service provider, cuz I've, I've listened to, I'm in Prime Mover. I've listened to all the modules and I've heard you talk about like how you weave in, um, ClickFunnels. But as a service provider, it's a circular argument. I'm like, you can do it and I'm going to show you high-level strategy how, but in the end it's a lot of information to distill. Come on over here with me.

So that's what I'm struggling with. Gotcha. So secret, walk me through secret number 1 is so I can understand the context we're going into for number 2.

So secret number 1 is my framework that is called the I Got Next. I Got Next means like when you come with confidence, I have these 3 pillars that say my LLC, my foundation is formed. I'm going to stop trying to side hustle my way through life. I'm going to properly form my company. I'm going to protect it by branding it with a trademark. And I'm going to make sure that either if I have a 1099 person, they're really a 1099. If not, I'm going to put you on the path to hiring them as a proper employee. So that you can really build and protect what you've built. So, that's the number 1 framework.

That's the secret number 1. Okay. So, what are then— so, after they hear that, what is the internal false belief somebody has? Is it that they don't want to do it? They can't do it? Is it that they could do it free or cheap? Or what's like the next internal thing do you think?

It's, it's kind of two things. It is releasing comfort, right? I work at a stable job and I don't want to let go of the comfort of knowing that I, I can, you know, every day when I show up, I'm getting my, my, my check every two weeks. Or it is LegalZoom does a lot of that stuff for me. Why don't I just go with LegalZoom?

Gotcha. So, these people pre-entrepreneurs, like they have a job and they're trying to leave, is that where you're grappling with?

It's a combination. It's a combination. So, part of me, like I live in the DC metro area. So, right now, the government is shut down. So, part of my nudge is, are you going to continue to allow people to have your fate in their hands? This is a pathway to freedom for you. Are you going to— I've worked for publicly traded companies for 20, 30 years. Like, are you going to allow the decisions made in the boardroom to continue to control your destiny? So, it's people who either are contemplating leaving and need that nudge, or it's they've already been doing it as a side hustle and they need to— I want them to do it right.

Go full-time.

Because it'll unravel. And do it full-time. Because I've tried to straddle. So, that's part of my origin story to them in tier 1 is I've tried to straddle and the straddling doesn't work. You got to get out there and do it. But if you're going to do it, do it right.

Cool. Okay. So I would play off of like, you wanna plant seeds of doubt. Like that's one of my favorite things to do in presentations or persuasion is I'm always planting seeds of doubt. So LegalZoom is, it's interesting 'cause we sell on the backend services where people will go and they'll help set up their LLCs, all kinds of stuff, right? And so we get a little back people like, oh, I just go LegalZoom and do it myself. It's like, I like planting seeds of doubt 'cause there's so many like LegalZoom horror stories, right? In fact, I bet if you ask ChatGPT, give me 35 of the coolest LegalZoom horror stories, it would pull them all out where it's like they set up the LLC, but it was the wrong thing or filed in the wrong state, or they did this, but it was actually this, and they ended up getting sued. Like, it's like I would, I would be like, all right, now that you guys understand this, then, you know, secret number 2 is the reason why LegalZoom, um, could be the downfall of your future budding business you're so proud of, right? And then it's like everyone's like, oh, I could do it myself. And then like, um, I would find some of those funny memes where it's like the tattoo guy where it's like, have you seen that where it's like the person's showing like this horse that they want and then the tattoo's like this crappy like hand-drawn horse, like you get what you pay for, like almost like that kind of thing, like just showing like the contrast of like that. It's like if you're trying to build this thing, you wanna do it right. Like don't go to the cheap option. In fact, this is like, let me tell you, horse shows have gone that option. You're showing these other things like that and be like, the reason why, you know, these don't work as schools, whatever. And then insert like, our framework is this process, da, da, da, da, da. This is why we do it 'cause we have to go through and we have to vet and find out, you know, and like all the things that you do to kind of, to make it where it's like, okay, I'm not gonna go figure out just on my own. This makes way more sense to trust somebody. I don't want to do it the cheap way. This is not like, like I remember when I got Lasik 20 years ago and I remember going in for the consult and the doctor's like, all right, we got two packages. One that's like, $500 an eye and one that's $2,000 per eye. And I was like, the $2,000 per eye one. He's like, he's like, do you want to know the difference? I'm like, I'm not going to go cheap on my eyes. Like, I will go cheap on other things, but not my eyes. I was like, whatever version that is, charge me that one. Like, and I think like I'd play off of some of those things and just be like, like, like you guys, you'll get what you pay for. And if you go the LegalZoom route, it's just, oh yes, Chris just posted it in the, in the chat there.

Yes.

When your clients ask if you can do it any cheaper, like, that would be my thing. But that way you're placing these seeds of doubt that make them now, like, they're always gonna second-guess. Like, I, I could go to Zillow Zoom, it's gonna be cheaper, but like, ah, I just, like, same thing with ChatGPT.

So a lot of people want to ChatGPT their way through life, and I use ChatGPT. ChatGPT has information, but it doesn't have expertise. So at some point you've gotta actually go apply that information. And so I think, like I've heard you say, Yes, you have the information and it's like people are like, yeah, I'm gonna do it, I'm gonna do it. And then like you have to actually go do it and then that causes delay. So you're not achieving your dreams because you're just stuck there with a lot of information and not like the real knowledge it takes to apply it and get it done.

Yeah. You can even like do a demo where you do a ChatGPT thing and have it pop out something that's like horrible and be like, that is artificial intelligence. If you want real intelligence, hire us.

Yeah, yeah, yeah. Because they will spit out, I mean, people love ChatGPT-5. I've had a lot of trouble with it. I'm like, it's not what I asked you. Like, go back and do it again. Uh, at the very end, um, my offer is kind of those 3 phases of my framework. And I know I'll get the question if someone else already has their LLC. I already have my LLC. What if I take that piece out? Will you reduce the bundle? What are your thoughts about that?

Yeah, you say no.

No.

Okay, good.

That's the advice I've given.

But yeah, I would even say like, I know with, um, My dad for 20 years did business structuring stuff. And so, like, he would structure people's business. And I know he'd have, like, my company, there's like a holding company where I hold my assets and there's something different. It's like, there could be something like that where it's like, hey, you may have an LLC, but like you actually need multiple entities for tax structure and protection and to protect stuff from creditors and predators. So, maybe you'd be like, I don't know if you believe that or whatever version, but if you have something like that, that takes away the thing like, why are you having LLCs? Like, cool, you probably did it wrong and you probably did it in the wrong state and you probably, didn't hook the right things together. And you can show like, hey, if you have all your stuff in one LLC and you get in a car wreck and someone sues you, they can take all your intellectual property versus you have it over here and you're licensing it from here and you get a car wreck, they can't touch it because they don't own it, right? You just show some, again, fear stories like that as well. And then now it's like part of this package, we're going to be setting up an LLC for your intellectual property, one for the marketing arm of your company or whatever, whatever the structure is. But that way it gets rid of really quickly of like, well, I already have an LLC. Cool, you've got one of the X things you need to actually be protected as well, you know.

Awesome. Thank you so very much. Really appreciate it. I love the program. So I've only been in it since early September, but it's been amazing.

So thank you so much. Glad to have you here. So congratulations. Thank you.

Yeah, thank you. That was a great question.

Isn't that crazy? The DC shut down, like the government shut down. It's wild. Can you imagine if we could just like shut down? Like, let's just stop working for a while till we decide to come back. I don't know any details of what's happening. It's just my head. I'm like, No offense to government workers, but anyway, never mind. I'm gonna get in trouble with my thoughts. But entrepreneurs don't get days off. Like, I haven't had a day off in 25 years. Like, I can't even imagine. Like, that'd be amazing. What would you do with a day off? I'd be so bored.

I'd be like, uh, nah. I actually took a day off last week and it was absolutely terrible. It was awesome until like 10 AM, and then from 10 to 5, I was losing my mind.

Yeah. And my day is off. Usually I'm trying to like enjoy and relax. And then my wife's like, so what are you doing on your day off? I'm like, I kind of want to go and read a book at the office or something, you know? She's like, all right, do whatever you want to do. Like, awesome.

Thank you.

I'm going to go whiteboard out my next funnel.

This will be great. Sounds miserable to have no goals or aspirations. Oh, I didn't say that. Gosh, I didn't say that. Sorry. Okay. Hey, uh, we have short time here. I know you have a really busy schedule, so I will get you out on time. Let's hop over to Angela though, really quick. Angela has a webinar question for us. How can we help, Angela? Angela Jackson. Oh, looks like we have another Angela, maybe. How are you, Angela?

Okay, you want me?

Is this— oh, you're— there's two of you in here.

I got you.

Okay, sorry, almost got me.

There you are. Good to see you, Russell. Thank you. I feel so honored to be here. Um, I do have a question. So I was telling Dante earlier that my husband and I, we have a coaching business for marriage. We've done it for years. We already know how to sell the program, but I'm doing the— I'm committed to doing the weekly webinars. However, I really don't know how to transition the one-on-one over to one-to-many is what our goal is.

Selling or like the coaching?

Side? The coaching side to, to sell the program, uh, as opposed to one-to-one, uh, to transition it to one-to-many because we're getting burned out by doing one-to-one in a week. It's just not enough time. So we've got books, we've got everything, all the pieces, just don't know how to scale it from, from that.

Cool.

And, and there's another part to that question, Russell. Uh, Angela, earlier we were speaking and she's done one-to-one for a long time. She can close those sales perfectly fine, but she did her first exploratory webinar and her webinar only had 2 registrants that showed up to the webinar. But guess what? She made a sale. She made a sale with 2 people in there.

I was telling her—

50% close rate. 50% close rate on 2 people. So in a webinar, we want a lot of people because we need to make a feeding frenzy. I need a shark to bite the fish. So the only other sharks come in and bite the fish with them. Right. So what do you think, Russell, when you hear that? I was telling Angela, uh, at first we were like, well, should we do one-on-one presentations? And then, yeah, sure. Do some one-on-ones. You can make fast cash. You're really good at the thing while you're building your webinar. But when you hear something like that, do you think, oh, ditch the, ditch the, uh, ditch the one-on-ones and just go into the webinar. Let's do multiple webinars a week.

What do you think? Oh, versus one-on-one sales calls?

Yeah.

Oh yeah. Well, first off, I'm scared of one-on-one sales calls, so I would at all costs avoid those myself personally. But it's just, it becomes an efficiency thing too, you know what I mean? Like you can do a webinar and I can sign up 250 people in an hour, which would take me a decade and a half one-on-one, you know what I mean? So over time it's definitely better. There, oh, do I, ah. This is AD Russell now. There's a really cool strategy Richmond Dean does called the Tiny Challenge where it's a one-on-one challenge that he sells. I did it anyway, it's a different strategy, but nevermind. Don't, well, you can look it back.

I already wrote it down.

Yeah, there's a YouTube video I interviewed him, he talked about it. It's kind of interesting, but he basically, he has them sign up for like a live challenge. We get like 5 one-hour calls with him and at the end of it he pitches his high ticket thing. But then he sells what he calls look-alongs or follow-alongs or something for like $50 where people can listen in and watch him consult this person, and then at the end of it, half of those people buy the package as well, and it's like an interesting twist on how to do a webinar, but that's outside this point. I would say though, if it was me, I mean you could still do one-on-ones if you need to, but I would do once a week, like maybe it's Friday where you're just like, every Friday we're doing a group call, jump on and we're gonna, you know, and that way the unconverted people who didn't buy during the week or people in the past haven't, like it's just a unique different way and just like invite them like, hey, you know, in the past we talked about this, maybe it wasn't a good fit at the time, but jump on, we're doing this really cool training, and then it gives you the ability just to do like a one-to-many and just keep, you know, as you're building your webinar and stuff, just practicing things and testing things and adding things and, but yeah, it's just, it's, you know, it's so much more efficient. If you get 10 people and you close half, like that's a week's worth of, someone sells calls, you know what I mean? So yeah, and the fulfillment sides, because that's kind of more you wanted to focus on, right?

The fulfillment side. Yes, but then also we have— we've always sold the program $1,700 to $1,900 one-to-one. And do I still— would you still keep that price set there as opposed to now there's more in a group so they're not getting that individualized attention. Should I increase or keep it at the $1,997 or drop it back some since it's—

So let's say $1,997. What do they— how many they call— they call with you?

How does that work? The $1,997, so you get the 6-week— you mean one-to-one or one-to-many?

One-to-one.

Okay, so that used to be 8 weeks, one-to-one. The book, the access to us throughout the program, um, and then their community.

Okay, it's 611 calls.

It used to be, uh, 8, then we backed it back to 6.

Okay. All right, this is what I'm gonna do for you, and you're gonna have resistance to this initially, but I promise you I'm right in the end.

So I will trust you.

All right, so step number 1, you are now officially raising your prices. You are no longer $2,000 for 6 sessions, you are now $5,000 for 6 sessions. And I think you should be a lot more than that. You should eventually be $8,000 to $10,000, maybe even $12,000. But I'm gonna give you $5,000 right now 'cause that's gonna be the first belief we gotta break. And then you find out people pay you that, then you'll creep it to like $6,000, then $8,000. But 'cause part of selling the group is you have to create the perception, like the shift, right? Like when I wanted to, uh, like launched a $10,000 program. I also launched a $25,000 because I wanted, you know, and lo and behold, there's a group of people always just send to $25,000. When I wanted to launch my $50,000, I also launched $100,000, and then percentage went to $100,000, you know. And then we recently, uh, uh, last month launched a million, and 2 people bought the million dollar. So it's always pulling yourself up higher, and it makes the value of the lower ticket thing less expensive. So group coaching program for $2,000 is, is a normal cost for something like that. So that's not outrageous to think. Um, uh, so, so I would say is I would, I would raise your one-on-one immediately to $5,000 and then start selling the group at $2,000. I don't think that's— I don't think you need to lower the price on that at all. Um, and then when you are selling it, you can even on the webinar, like, there's two options. One-on-one, that's $5,000 or $6,000, whatever, however you— whatever you feel comfortable with. Um, this group, which is— the group's nice because it actually, you get more stuff and it's $2,000. It's not one-on-one with me, but you're getting access to more. Like, I look at the Prime Mover coaching program we have, right? I guess $10,000. Um, and, uh, they don't get any one-on-one time with me at all, but they get way more time as a whole with like, I saw Chris Cameron who runs the program that he's in here right now listening along. One of our members here, like they get so much more because there's coaching calls 4 or 5 times a week and they have onboarding and there's events and like, you know, so they get way more than they got, you know, if they paid me $100 grand for a half day consult, right? They get way more that way. And so it's actually, sometimes like you pay $100 grand if you want, but like this is better deal for $10 grand. You get way more stuff. It's just not me personally, you get all my coaches, you get my videos, my training, you know? And so that's kind of the positioning on it. And then the fulfillment, I'll talk about this 'cause this is something that took me almost 20 years to figure out. Yeah, Chris Cameron said, don't discount, raise the value. You never lower your prices, just increase the value. Uh, so in the back— in the back, they tried to grow because the transition always is like one-on-one coaching, and they get overwhelmed and stuff, and transitions to group coaching. And so like, I'll tell you like where we've ended after 20 years of testing. We now have switched our backend coaching to what's called facilitated coaching. I don't know, are you in the Prime River coaching program? I am. Okay, so you've seen how— like, I would copy that. Like, what we are doing works. Um, I've been preaching this in my inner circle groups, my Atlas groups, and we got probably about half dozen now that have— that They all fought me on it for almost a year. And then like Dr. Sonia was the first one who like, all right, I'm gonna do it. And then she did, she's like, this is the greatest thing in the world. And then another one. And so I've got 5 or 6 of like 250 people who have finally like tried it. And they're all like, why didn't we listen to you earlier? So I would literally like, look at what you're doing, like we're doing and just copy it. Like it's, they take your 6 calls you normally do, go and record 15-minute videos of you teaching whatever the core frameworks are, hire somebody who's gonna run module number 1 once a week and have 'em come in and then they facilitate it, they push to your video, they do a breakout, just like I would funnel hack and just copy that process. That process is 20 years in the making and of all the things we've done, it's had the highest satisfaction rate, the highest success rate, and the least stress on Russell's shoulders of anything we've ever done. So it's like, if I can give you one gift, it's funnel hack that and model it. Like you literally need one facilitator and the coolest thing, if you look at the facilitators, and you can, I'm sure you can hit up Chris Cameron. He can talk to you more about it too, or jump in the Q&As, but it's cool because the facilitators don't have to be a coach. That was the problem before when I was hiring coaches is they had to be somebody who could coach my stuff, and that's hard to do, right? Like Dante's probably one of the few people I actually would trust. Like he knows my stuff well enough and he's iterated on, he could do that, but to find someone like that is very, very rare. And sometimes you'll watch a coaching call with someone, you're like, why would you tell them that? Like, you know, and then you're liable for like what these people are saying. And so, Facilitators are great 'cause the facilitators aren't coaching, right? They're like facilitating, watch this video, go in a breakout room, right? Do your notes, go, and like they're facilitating the conversation. And then our facilitators, if someone asks them a question, what they're trained to do is not to answer, they're trained to push back to the content. Like, that's a great question. Russell talks about this in module 2, video 3. Here's the link to it, go watch that. And so they're really good at pushing back the content, but they don't have to be expert matter subjects. They don't have to coach somebody. I don't want them coaching people. I want them facilitating and then using my coaching, you know, my videos, my, my things to actually do the live training and takes the stress and liability. And that's kind of how we structure. So yeah, I would, I would, I would model that because it's, it works really well. And I said, we, I mean, we're putting through Prime Mover programs, adding 1,800 people in the last 12 months to join that. And I think we have 3 facilitators. So it's like, like I could, we could add 500 new people tomorrow and it wouldn't, it wouldn't, I wouldn't need to hire more people. Right? So if you had one facilitator, one person that you trained to do that, um, you take all the pressure off your back for the rest of your life.

And I am so all over everything you said. I trust you 100%. I'm, I'm on it. Thank you so much.

Totally invaluable. Awesome. So great to meet you. And, uh, likewise.

So I will see you at one of those live events eventually, I promise.

Okay, awesome, awesome. I can't wait. Well, Dante, that was a great, like, overview. Like, all the different sessions were so different and like insanely, I think, the like very great thing. So that, anyway, that was, that was, that was fun.

That was really fun. That was a super packed power hour. I love that, man.

Yeah.

Love that. And thanks for all the stories and examples, the real examples you're giving us. Not like you're some dude that's like, oh, I did this 20 years ago and here's what worked 20 years ago. Like the stuff happening now today, that was, that was amazing. My weekend's already plugged up now. I'm gonna go do all of that.

Awesome, man. Well, thanks for all you do, man. I'm super grateful for you, and hopefully we get a chance to hang out in real life soon. I need you to come to Lancer, or you guys gotta come out here. We'll do something.

It'll be fun. Let's do it, man. It'd be the pleasure of my life. Thank you, Russell. Thank you for your time and all your, uh, uh, all the, the you that you give us in these.

It's amazing.

Have an amazing day.

All right, thanks, Dante. Thanks, everybody.

See you guys.

Do you have a funnel but it's not converting? The problem 99.9% of the time is that your funnel is good but you suck at selling. If you want to learn how to sell so your funnels will actually convert, then get a ticket to my next selling online event by going to sellingonline.com/podcast. That's sellingonline.com/podcast. Been out here all morning, not a single bite. Guess the fish finally figured it out, just like hackers do when Cisco Duo's on guard. With Duo's end-to-end phishing resistance, every login, every device, every user stays protected. No hooks, no catches, no bites. Cisco Duo. Fishing season is over. Learn more at duo.com.